Why Your Content is Not Resonating
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’s doing well today. I want to talk to you about something that’s very important to me. And it’s something that’s probably very important to you. And it’s probably a problem that you’ve seen more often than you’d like. And that is: why your content is not resonating.
Now, there’s this great book by Seth Godin called This is Marketing and he uses this mantra over and over again, where he says, “People like us do things like this.” And what he’s really prompting companies to do is to write with a point of view. Develop content with a point of view. And this takes courage because when you write with the point of view, you risk losing customers. You risk losing prospects.
So on the surface, 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, with your type of people, okay? You’re 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.”
And it’s a big leap for companies to make, you know? Especially 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’s so many businesses and there’s so many competitors–the only way you’re going to stand out is to be able to have the courage to say something.
So when you’re developing content, moving forward, bring a point of view. Now, it doesn’t mean you have to be controversial. But what you do have to do is you have to say, “This is what matters to me. This is what matters. 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?
Because if you can do that, if you can take that leap and develop content that’s really going to connect with your target audience, I think you’re going to see a lot more improvements in your marketing. You’re going to see customers more delighted than they’ve ever been. You’re going to see your referrals go up and you’re 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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