When the Content Marketer Is His Own Worst Client: 7 Stupid Things (at Least) I've Done
We've all heard the proverb "the cobbler's children have no shoes." That'd be me with my content strategy. I've been focused on doing the right thing for others. My mistakes and my fixes follow.
I'm a wee bit embarrassed.
To mangle a proverb, the content marketer's children have no content strategy.
Reviewing my various outposts online (substack, an outdated Wordpress site, here and various social platforms) and realized that if I were my own client, I'd fire me (both ways 'round).
My content should be rowing in the same direction. Instead, some of it has a single motor that just ran out of a gas, others the oars are only on one side, and when the oars are all in the water, the rowers are gone.
I've made too many basic, simple mistakes for myself from a combination of trying to learn more, working, trying to find more work, and, if I'm being brutally honest with myself, sheer dumbassery and overthinking.
Here's a partial list of what I need to correct.
1. I have a newsletter-in-a-box offer, a done-with/for-you service (take a look here). And yet, have I written about newsletters? Twice. Partially this was purposeful - as I posted a few days ago on LinkedIn, but, ah, yeah. I should write about that.
Plans: I have a variety of posts, for both LinkedIn and for here, outlined. Plus a few templates and how-to guides to both sell and use to establish credibility.
2. My old website. I created Spikeykatfish years ago and have been off and on with it since. Originally a simple vanity spot to write, I tried to turn it into a home base a few years ago. Did not do a good job.
Plans: I've switched my home base of operations to Substack. I need to either pull the site down or set up a redirect to Substack.
3. Social media. Over the years, I lost the joy of using Twitter (it was once fun). My presence there hasn't been focused. Also, follow me on Twitter: @bduhon.
Plans: Relearn how to use Twitter for business as it works now as opposed to a decade ago. Share more focused content here. Investigate Pinterest - I think there's some low-hanging fruit there; buff up my Google My Business page; and establish a consistent presence on YouTube.
4. CTAs. My calls to action . . . what's the word, suck. They lack urgency and a reason for anyone to subscribe to anything I do.
Plans: Bust out the copywriting skills here, monitor, and then tweak as needed.
5. Pillar pages. These high quality pieces of content serve to establish trust with your audience and as SEO anchor content. I know what I want to write, yet haven't done so.
Plans: Get out of my own way and write these things.
6. Offers focused on the customer. I've written my offer with the focus on what I do rather than what the client will get. Just . . . arg!
Plans: Yeah, let's change that.
7. Social proof. I've delivered solid results over the years, but I have zero access to statistics that prove it.
Plans: Review how to show proof that I actually know what I'm doing (because I do).
There's more, like my need for a written down content calendar with dates, but that'll do for now on the self-flagellation.
Oofah, but we often really are our own worst clients.
Need help with your content marketing, strategy, and/or writing? I’m better at helping you than helping me. Let’s chat: duhonius@gmail.com or 301-275-7496.