Content marketing warning signs can be all over the place – telling you to stop what you’re doing and find professional help. But you might not see them because you’re already drunk on your own marketing efforts.
Just imagine this scenario…
You are an expert in your field. You know your clients to the T and fully understand what needs to be done to satisfy their needs. Which means you should the number one service provider of your field in your community.
Yet… somehow… it is not like that, is it?
Instead, you’re perceived as just another person/firm in the room, overlooked by your superiors for people who seem less talented but enjoy more popularity. So, you decide that to turn the tide, you need to become more popular.
And… yet again… you seem to get nowhere. In fact, your reputation might have taken a hit due to people thinking now that you’re some kind of goof. Depending on the tactics you end up employing.
“What was I thinking?” is what you constantly ask yourself as you see marketing effort after marketing effort fail. But let me tell you – you were not thinking.
Pretty much, I’d dare say, you were drunk with your own marketing.
Content Marketing Can Make You Feel Drunk
Marketing gets often described as needing to be attention-getting, captivating and persuasive. Its goal is to get you in a position where you’re open to an offer that someone may have for you and get you to accept it as soon as possible.
As dirty as this may sound to you, you can compare content marketing to getting you drunk. Each content marketing effort is like a shot of alcohol – trying to make its way into shutting down your defenses and make you subjectable to whatever your surroundings have.
But here’s the catch: it can go both ways.
When you’re marketing yourself or your firm, there’s a chance you might end up in the same state you want your market to be. As if you were a bartender drinking their own creations, you can intoxicate yourself as you send out your content marketing campaigns.
It happens a lot. Hell, it has happened to me over the past 9-plus years of promoting myself. And fortunately for you, I have managed to detect some of the warning signs that will help you recognize a foolish marketing ploy. So, you can walk away from them and not damage your brand.
Content Marketing Warning Signs
1. Your Marketing is Brilliant
There have been times (in fact, it’s quite often) where I have felt an upcoming content marketing campaign is
When I feel that way, sometimes (most of the time) it turns out that content marketing effort isn’t as brilliant as I thought it was. And all I’m doing is a simple ploy to get attention.
A ploy that could end up being very costly later on.
2. Your Marketing is Cool
In the business world, popularity can be a double-edge sword.
People might consider you fun to be around, but they may not see you as THE solution to their problems. Which I am assuming is the goal to your business.
Building your brand around being “cool” in business to business services is not that good of an idea. You can have a personality, yes… but let that to lure in the background.
At the front should be your talents and offerings. Being cool might open the door to the party for you, but it won’t grant you the access you want.
3. You’re Brainstorming While Being Drunk or High
Alcohol and marijuana can be the best friends of many creative types. I stay away from then when I’m doing business, but maybe that’s just me.
We can argue all day about whether it really helps or not. But there’s one thing for certain about consuming beer or pot – both can impair your judgment on whether you’ve produced something worth attaching to your brand.
4. You’re Overly Excited
A major mistake a lot of businesspeople make is to get overly hyped about their stuff. They think “If I like it, others will like it!” But the problem is, unless you are a consumer of your services, what you like will not exactly be what your market wants.
When you start think of yourself as a prospect, instead of thinking of your actual prospects, you can make a lot of ego-driven decisions. And you start focusing on what makes you great, instead of what will make your market better.
If you are mega-pumped about an upcoming campaign… take a second to analyze what it is about. And make sure you are highlighting benefits to the would-be client instead of your achievements.
5. You Can’t Wait for the Feedback
Comments like, “I can’t wait to see how people react to this” and, “This should get people talking” are surefire indicators that you’ve produced something risky.
And unless you are in the entertainment world, many businesses to business don’t need to be risky to succeed. They need to be effective – that’s what will get heads turned.
You could be bold, but you need to watch that line and make sure you don’t end up being brash.
6. You’re Going Against Your Beliefs
Authenticity is a bigger deal than it has ever been. And people can easily see now through BS.
Don’t try to go out and be something you are not. People will see right through and you and isolate you even more than you’re coming out and being transparent.
Don’t try to pull a wool over your market’s eyes – that could lead to the end of your firm and your career.
7. You Hesitate Before You Launch
If you’re hesitating for a moment before putting a content marketing campaign out for the world to see, then you’ve produced something that you know is risky.
And like I said before – risky is not a path you want to take willingly in the B2B service world.
You should probably hold off and figure out what’s bothering you about the campaign before launching. Look for someone with expertise to point out what will surefire work, and what might put you in a tight spot.
But do not launch until you are 100% sure you content marketing campaigns are representing your brand accordingly.
Don’t Drink and Brand
If you’re going to drink, you’re eventually going to get drunk.
Similarly, if you’re going to market your brand with content, you’re eventually going to say or do something stupid. Nothing in the world can change it, and you might as well take it on the chin when it happens.
You can, however, learn to become accountable for your words and keep your market as far away from that stupidity as you possibly can.
Just like you shouldn’t drive if you think there’s even a chance that you’re drunk, you shouldn’t launch a content marketing campaign if you think there’s even a chance that it’s not what you really represent.
Instead, you might want to:
- Sober up – Walk away from the process for a few hours and give your internal critic a chance to wake up. They’ll tell you whether the idea is good or not.
- Find a driver – If you can’t afford to wait, find a content marketing specialist to look at your concept and give you honest feedback. And, regardless of how euphoric you are about it, trust their judgment.
Sometimes, that content marketing campaign really will be as good as you thought it is. But frequently, you’ll scrap it, or at least make some twitches
Pay attention to the content marketing warning signs now. Your career will thank you later.