Why You Should Avoid Content Marketing

Blog / November 30, 2015

Why should you avoid content marketing?

The conventional wisdom that’s out there is that you should first and foremost create content.  But this really is just slave labor. You’ll sit at your computer all day, hunched over your keyboard crunching out blog post after blog post, getting arthritis.  You’ll ask yourself, is anyone ever going to discover any of this content? And after that, how can I keep them as a client after just reading a blog?

So the question remained; how are you supposed to create enough compelling content to attract a captive audience, and then monetize that audience?

I thought, there’s got to be a better way.

I created one forty-five minute webinar and automated it to completely reduce the amount of content I needed to produce.

I drive traffic just to that one webinar. From there, we educate people about their business. We give our audience the option to reach out to us in order to continue the coaching process.

This type of marketing, with one presentation, is a very elegant, streamlined process to attract committed clients.

There is an art and science to creating a great webinar. You have to spend a very little time talking about yourself and focus on the problems your clients are dealing with. No one cares about how great you are; rather, clients want to feel empathetic and understood.

Describe problems the way clients experience every day. This creates an instant rapport.  People crave to feel understood in a way they can’t even relate to with their closest friends.

When people describe our problems better than we can, we know we’re in good hands. This is quality content.

By offering gratuitous help in exchange for a commitment to long-term help, you establish your authority without bragging. There’s no need to rely on testimonials.  Rather, know what problem you’re solving and guide your audience through the problem.

Many experts and consultants don’t even know what problems they’re solving, like energy healing and emotional freedom techniques, are not problems. They are skillsets that need to be pointed at specific problems. Knowing what your problem is already sets you ahead, because the problem can be designated to a target audience.

A commonly asked question is how do I get people to show up for the webinar? From where do I drive traffic?  As long as you are confident about the problem you’re targeting, you can convince your audience with clear advertising.

Offer real advice instead of producing endless content that no one’s reading.  Your audience will thank you.


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Russ Ruffino
Founder & CEO of Clients on Demand. Helping coaches, consultants, thought-leaders and service pros attract the right clients, at the right price, anytime they want.

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