Are you frustrated that our content isn’t getting results? It’s not getting the kind of traffic, leads and sales relative to the effort you are putting in?
This is a real problem, because the lack of results will impact how much time and effort you put in. So, if you feel like it isn’t working, you are going to slow down, put less time in, which ultimately impacts the quality, frequency and consistency of your content…which impacts the results, and so on.
It’s a vicious cycle.
How would you feel if you could turn this around so that your content starts to work harder for you?
That would feel good, right?
OK…let’s look at one of the major factors that will, by understanding it, move the needle for your company and help you to look at your content marketing in a different way.
After learning about this one number, you will understand why your content marketing isn’t working and realise that you haven’t been doing content marketing after all.
OK, lets’ do it.
Are you frustrated that your content isn’t getting the results that you want it to? It’s not getting the kind of traffic, leads and sales that’s relative to the effort that you’re putting in? This is a real problem because the lack of results will impact how much time and effort you will want to put in. If you feel like it isn’t working you’re probably going to slow down, put less time in, which ultimately impacts the quality, the frequency and the consistency of your content which in turn impacts the results and so on and so forth. It’s a vicious cycle. What we need to have is a purpose that goes beyond the quantitative results of content marketing, goes beyond the numbers. What we need to understand is why it’s important that we’re creating content in the first place. What’s the purpose of this content? Why are we doing it?
If you’ve ever said to yourself, “I’ve been blogging for years and it’s just not working.” Or, “I love creating content for my business but I’d like to see it do more for my business. My content isn’t driving inbound traffic and leads. I’m not getting sales from my content. Why the hell am I still trying to do this? It’s just not working.” You’re frustrated, you’re pulling your hair out and you want to get these results. How would you feel if we could turn this around for you so that your content starts to work harder for you? That would feel good, right? In this podcast, I’m gonna split this podcast into two parts. Part one, now, that’s what you’re listening to and we’re gonna do part two next time. All right? Split it into two parts, make it a little bit more digestible and easier to consume and learn from. We’re gonna cover two major factors. Let’s look at one of the major factors that will, by understanding it, move the needle for your company and help you to look at your content marketing in a completely different way. After learning about this one, single number you’ll understand why your content marketing isn’t working and realize that you haven’t been doing content marketing after all. So are you ready? Let’s get started.
As marketers and business people, we have to understand what Google calls The Zero Moment of Truth. How summarize that is, on average, 70% of the buying decision is made online before someone contacts your business for the first time. 70% of the buying decision that someone is making is performed online before they contact the business for the first time. Just let that sink in. On average, 70% of the buying decision is made online before someone contacts a business for the first time. This means that your prospects and potential customers are doing the majority of their decision making online before they contact your business for the first time. That number might be higher or lower in your specific industry, but the principle still applies and that’s what I want you to focus on here. Don’t worry about the examples I use or even the number, it’s the principle of the number. Your prospects are searching for and using the information they find to help them make buying decisions. Now you’ve gotta think, what does this mean for my business? Well, there’s good news and there’s bad news in everything.
The good news in this case is, if you are creating content in the right way people should be able to find you. The bad news is, if you aren’t creating content then you’re losing customers that you never even knew that you had the chance to get. I’ll go into that in a little bit more detail. The good news and bad news. Ask yourself at this stage, can people find us online specifically when they’ve never heard of us before? When they’ve never heard of you before can they still find you? It’s great that you’re number one on Google for your brand name and your products, but that’s not going to help you here because your potential customers don’t know you exist yet. Are we truly helping our potential customers to make 70% of their buying decision online before they contact us for the first time? Are we doing everything that we can to help them feel confident, or are we simply trying to ram our products and services down their throat or just hoping that they will call us and when they do we can sell to them? Are we helping our potential customers to be more educated and feel more confident about their buying decision or are we just talking about ourselves all the time?
Here’s what content marketing isn’t. Just because you create content doesn’t mean you are doing content marketing. The blogs you’ve published about the staff member you hired, the award you just won, the money you donated to charity. These are not examples of content marketing. It’s content, but it’s not content marketing. Let me give you an example here. Here’s a story.
Imagine you are sitting at home on a lovely summer’s evening and you look out into the garden and there’s a spot on the lawn where the sun shines. You can imagine sitting on a deck of a beautiful timber summer house with your partner enjoying a Prosecco. Sounds amazing. Sounds blissful. Sounds like the summer we’ve had this year in Scotland, actually. Now you and your partner are discussing what it would be like to have a summer house in the back garden and you both think it’s a great idea.
What’s the first thing you’re gonna do? You’re at home, you fancy a summer house, what’s the first thing you’re going to do? You’re going to go online and you and your partner are going to start looking at summer houses online. You’re gonna go to Google, aren’t you? What kind of things are you going to be looking for? Think about it. You are now a potential customer for a business out there that sells summer houses. You’re probably thinking things like, we’ll look up summer houses. What are the best summer houses? The best types of summer houses? How much does a summer house cost? How long does it take to build a summer house? What size is a summer house? How big should a summer house be for a family of six? What’s the difference between a summer house and a cabin? What type of roof does a summer house have? What’s the difference between an apex and a pent roof?
What foundations are required for a summer house? Can you put electricity in your summer house? How do you heat a summer house? Can you put a stove in your summer house? What kind of wood do you make a summer house with? What’s the difference between red wood and white wood? How do you maintain a summer house in the winter? How to I prevent and get rid of mold in my shed? What kind of paint should I use on my summer house? You get the idea, right? I could go on and on and on here, but what’s interesting about all of these questions?
At this stage you haven’t even left the comfort of your own home and you haven’t even decided who you’re going to buy from yet. You’re just doing your research. The last thing you’re going to do is start driving around the country visiting showrooms and manufacturers. That’s just silly, we don’t do that anymore. Now, do you believe that this is happening in your industry, too? Do you believe that your prospects are using information that they find online to help them make a buying decision? Do you believe that’s happening in your industry?
You are a consumer just like me. Just think about how you buy things today. Why do we do it this way? What are the reasons why we search for information and have the need to feel more confident? What’s changed and affected us in the last 15 years that allows us to make 70% of our decision online, right? There’s a bunch of reasons, here they are. We’ve got the access to the information. We don’t have to make a bad buying decision. We don’t have to be lazy anymore. We’ve got all the information there to help us. We don’t like being sold to. We hate sales people. We don’t want to be ripped off. We want to make an educated buying decision. We want to be in control. We are in control, as consumers. We want to feel confident that we’re buying the right thing and confidence equals trust. There’s a bunch of reasons why we search and use information and not only why we do it, but how we can and why it matters to us. So you’ve got to think, at this stage really think to yourself, when I’m marketing my business, when I’m thinking about marketing my business and the content we create, am I really thinking about it from the prospect’s perspective?
My final question for you is, are you winning the zero moment of truth? Are you doing the best you can? The best that you can to help your prospects and potential customers to make a confident and educated buying decision? If you’re not someone else is or will and you will lose customers that you never even knew that you had the chance to get, because you don’t exist to them when they’re in this 70%, when in this zero moment of truth. Because of that, you don’t even have a seat at the table when your prospects are comparing you against your competition. When it comes to decision making time you aren’t even in the mix. If you are not creating content, you don’t exist. Now, it’s not going to surprise you that there’s a shed company out there that’s winning the zero moment of truth. Gillies Mackay and their Managing Director, Cara Mackay, disclaimer, also my partner, 80-90% of their traffic is organic. In other words, 80-90% of the people that visit their website are coming through Google search. They have generated hundreds of thousands of pounds, six figures worth of sales, from their content marketing efforts.
It goes on and on and on and it’s happening all the time. They don’t do any paid advertising and they create content that helps their prospects to feel more confident when spending a lot of money on their shed life. Now, please, don’t get distracted with me using a B2C example, a business to consumer example. Instead, learn the principle lesson here. That your prospects are researching and using content that they find online before they contact you for the first time. Those that take this seriously, just like Gillies & Mackay do, will start to pull away from the competition. Gillies & Mackay want to be the best and their competition is getting left behind as they become the Wikipedia of their industry. The results speak for themselves, and once you can see that content marketing gets results, why would you stop? Why wouldn’t you want to do more?
I’m gonna stop here with this lesson. I’m gonna continue in the next podcast episode, talking about the next major factor that’s gonna move the needle for you, in terms of how to get results from your content. But if you want to read more, I’ve dropped a few links into the show notes for you so you can go ahead and read a few blogs. Take it further so you can get a clear idea on what type of content is gonna get these results. You’ve probably got some ideas already, I hope. This related content is content marketing ROI, how you get return on investment from content marketing and also how does content marketing lead to sales. So, if you jump into the show notes you can click through and read those articles. Let me wrap this up, here’s the conclusion.
Think about what type of marketing you are ignoring in your own life. Think about it from a consumer’s perspective, really channel that. Think about what your prospects are going through. Think about how you buy things today. Are you winning the zero moment of truth? As a business person and marketer, are you creating content that allows your customers to find you when they’ve never heard of you before? Are you doing everything you can to create content that helps your prospects to make an educated buying decision? Are you doing everything you can? Is it possible for you to do more? If the average is 70% now, what do you think’s gonna happen over the next three to five years? Do you think the number’s gonna go up or is the number gonna go down? It’s going to go up, of course it is. And although there’s a lot of content out there already, there’s still a lot of room for better. So if you want to be found online by your prospects when they’ve never heard of you before, think like your prospects, be better than your competition and get that content out there.
As always, any questions, thoughts or ideas, email me. Chris@cmauk.co.uk or Tweet me @chrismarr101, I’d love to hear from you. I hope you’re enjoying your work, and until next time don’t forget to be awesome.