As we were sitting on the tarmac, I looked out the window.
“Creators, do your thing.”
A billboard in bright orange greeted me outside, next to gate D24.
It felt a bit like fate.
Do your thing, the billboard said. And I am. I’m creating client projects that I believe will forge true relationships with our key audiences. I’m building content on my own to share what I know, generate value, and grow my brand.
But it’s a long journey. It is a slow burn. And you need to be ready to… well, do your thing.
In the early days when you’re seeing little traction?
Do your thing.
In the first months when the content is there but you’re not getting that organic traffic?
Do your thing.
In the weeks when your Google Analytics trendline looks more like a flatline?
Yeah, you got the idea…
The one thing people need to know when going into content marketing is that it’s a classic investment.
It takes time to start working. But when it does, it doesn’t really stop.
That’s one of the reasons I believe content marketing is your best bet in forging connections with your target audience. And that’s also the reason why I’d dissuade a lot of marketers from doing content marketing.
You only have a 3-month runway? You have investors expecting immediate return? You need to produce your first sales ASAP?
Then content isn’t the way to go.
But when you’re ready to build a long-term strategy? Then content is right for you.
Plan your content strategy and get it set up. Then do your thing.
The thing is, though, you need to continue doing your thing.
You won’t know if you’re on the right track straight away. And in the face of doubt, both internal and within your business, you need to keep at it.
Because content just takes time to show results.
As I’m looking out that plane window, I’m just coming up on one month of heavy content production for LinkedIn.
I’ve been investing time and energy into it without much return. Yet.
Some early signs show people are interested in what I’m sharing – impressions, engagement. But if I wanted to measure the results in terms of site traffic or service requests, I’d surely be disappointed.
The thing is, I know what I’ve gotten myself into.
I know I need at least a couple of months before I get measurable business results.
So I’m not disappointed. I’m not in a hurry. And when this little voice in the back of my head whispers, “You’ve put so much in and you’re not getting anywhere, you’re a failure,” I know not to listen to it.
I’ll just do my thing.
So, do your thing. But do it with your eyes wide open and know you’ll need to hold the course for a while.
😓 P.S. What’s your biggest concern with creating content at the moment? Drop me a line and I’ll try to help out
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Q4 is full of sales potential – but to capture it, you need copy that does the job. I’m hosting a live session with Ekaterina Howard, a conversion copywriting expert, to help you get there. In this 1-hour live, we’ll discuss how to uncover friction points, optimize your existing web pages and funnels, and develop new copy that will speak to your ideal customers.
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