Jun 04, 2018 Written by  Bethany A. Bell
Wouldn’t it be nice to live in a world of endless PTO, stunning vacation destinations, and perfect work-life balance? Unfortunately for most small business or startups, this is the stuff of dreams. They are often more focused on “surviving” than “thriving”. 

When the focus is on “surviving”, the more creative aspects of a business such as content marketing can be stifled. Keeping up with emerging technologies and societal trends and consistently meeting the customer’s ever-changing needs is exhausting. To make it a little easier, we broke it down for you. 

Why Your Content Marketing Isn’t Working

Here are a few tips on how to still hone your content marketing strategy while being a busy entrepreneur:

Consumer, consumer, consumer.

Marketing is no longer product-centric; it is consumer-centric. You need to really know your target audience and what they want. 

“If your target audience isn’t listening, it’s not their fault, it’s yours.” - Seth Godin

Develop sound insights about your consumer. Do your best to step into their shoes and see things from their point of view. Then, you will be able to tailor all of your content to match their desires. 

Own your mistakes.

Many people are extremely fearful of making a mistake in the marketing world, and that is ok! There is a lot at stake. But you have to remember something:

“Your best teacher is your last mistake." - Ralph Nader

Mistakes are inevitable - so own them. Respond professionally in the moment and try to correct what you did wrong. Then, reflect on the experience and gather a list of important takeaways that you will remember so that it does not happen again. Take a look at how Wells Fargo reacted positively to an unfortunate data breach.

Never forget your purpose.

Companies don’t just appear out of thin air; they are born out of a passion that addresses a prevalent need.

“If you have a strong purpose in life, you don’t have to be pushed. Your passion will drive you there.” - Roy T. Bennet

Ensure your businesses key messaging is understood across all employees in each department. Every piece of content and every action that is taken should consistently stem from the initial mission of the business. That is what your customers will connect the most with. 

Transparency is key.

What consumers crave more than anything nowadays is transparency. They have been bombarded by fake media and false advertising, and step into the marketplace with a wary mind. 

“Secrecy was the problem; transparency the obvious cure.” - Robert J. Sawyer

Be honest about your company culture and your methods throughout your entire content marketing strategy, and the benefits will follow. 

Emotions aren’t bad.

One of the most powerful tools that a content marketer has is the ability to entice emotion. Oftentimes companies dilute their brand by having a variety of content on countless platforms and try to push too much material out.

“The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart.” - Helen Keller

You are selling something important, yes, but the feelings attached to that product will resonate the most with your customer. 

No silence.

As humans, we frequently communicate with those most important to us. For a business, the most important person is the customer. Make sure that you have multiple pathways available for the consumer to reach out and talk to you.

“The art of communication is the language of leadership.” - James Humes

You can become a market leader by incorporating campaigns on multiple platforms and personally following up with each customer and client. Make sure that any questions they have about your offerings are cleared up and that you are on the same page.

Talk to an expert.

Do you still feel swamped? That is completely normal. You know content marketing is important, but finding the time execute it is challenging. Sometimes the best thing to do is to ask for help from a trusted specialist.

“Ask for help not because you are weak. But because you want to remain strong.” - Les Brown

We want you to be content - let us deal with the content. Marketing Eye is a one-stop-shop for all of your marketing needs, with an interdisciplinary and highly experienced team you can trust. Call us today for a free consultation!
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