Why Your Content is Not Resonating

Why Your Content is Not Resonating

By Austin LaRoche, ATAK Interactive CEO

Content creation is an incredibly important aspect of your marketing strategy and can be extremely impactful if done well. During this episode of B2B Marketing Agency Insights, ATAK Interactive CEO Austin LaRoche pinpoints some of the reasons why your content might not be resonating and what you can do to improve your content marketing strategy.

Video transcription below:

Welcome back to B2B Marketing Agency Insights. I’m your host Austin LaRoche, CEO at ATAK Interactive. Hope everybody is doing well today. I want to talk to you about something that is very important to me and, probably, something that is very important to you. It is most likely a problem that you have seen more often than you would like. And that is: why your content is not resonating.

There is this great book by Seth Godin called This is Marketing and he uses this mantra repeatedly, which is “People like us do things like this.” What he is really prompting companies to do is to write with a point of view. Develop content with a point of view. This takes courage because when you write with a point of view, you risk losing customers. You risk losing prospects.

But why would you want to do that? Well, what happens is when you write with a point of view, you are going to separate yourself from your competitors and signal to your type of people. You are going to have people who say, “Man, this is a company that believes in the same thing that I do, and I am going to go as far as I can with them. These are my people.” 

I understand this is a big leap for companies to make. PR companies have us taught forever, “Don’t say anything offensive. Don’t say anything that might turn anybody off.” But, in this world – the saturated market where there are so many businesses and so many competitors – the only way you are going to stand out is to have the courage to say something.

Moving forward, bring a point of view when you are developing content. It doesn’t mean you have to be controversial. But what you do have to do is say, “This is what matters to me. And maybe others in the industry don’t actually believe what I’m saying, but this is what I believe, okay? And if you believe the same thing that I do, if this resonates with you, then we are going to be perfect partners. We are going to be the company for you. But if you don’t believe what I have to say, go with somebody else.” And that takes some courage. 

Do you have that courage? Is that important to you?

If you can take that leap and develop content that is going to connect with your target audience, I think you will see a lot more improvements in your marketing. You are going to see customers more delighted than they have ever been. You are going to see your referrals go up, and you are going to see the wrong people leave and the right people enter.

I’m excited to see what you can do. Step up, write with a point of view, and let’s get that content to really start resonating with our target audience. All right, that’s it today. As always, good luck growing.

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