In an article explaining why your content marketing isn’t working, Neil Patel wrote that – Everyone’s doing content marketing. 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. Basically, that’s everyone.
There’s a problem, though. Just because everyone is doing content marketing does not mean that they are winning at content marketing.
According to Content Marketing Institute, only 9% of B2B marketers consider their content marketing efforts to be “very effective.” In other words, all this content production doesn’t seem to be working.
There are so many businesses who are doing content marketing just like they’ve been told, but aren’t seeing results. They don’t feel like content marketing is effective .
And there are many reasons for that… so many in fact, that your head will spin if I list them all here for you.
And so I’ll cut to the chase.
The main reason you’re not seeing results with your content marketing is that the internet has matured to the point that YouTube now has a video tutorial for ANY question you may have.
Anything from learning Photoshop, gourmet cooking to changing the breaks in your car and even complicated tax, SEO and legal advice.
And it’s not just YouTube that has the answers for you.
Google Assistant, Siri and Alexa are now competing on who is better at giving you the answers you want before you even ask them.
Add to that the website Quora where you can post your questions, any question you may have, and get a reply from an authority in that market.
The fact that everyone is walking around with the entire world’s information at their fingertips means that people aren’t in need for more information. More content. More white papers.
And that’s what I call the Content Fallacy.
Like so many business owners out there, you probably fell victim into the notion that you need to constantly pump out content in so many formats and variations (text, images, videos, podcasts) and lead people to a free funnel (with eBooks, free courses, webinars and other giveaway) so that you can start nurturing them and hopefully, some day down the line they’ll buy from you.
How’s that working out for you?
Most businesses find that they end up with more leads than clients, they struggle to get referrals and they spend so much time and money on content creation that they’re lucky if they ever break even.
And so the answer that most businesses find so hard to hear is this –
STOP CREATING SO MUCH CONTENT!
The internet is already full to the brim.
LET’S BE HONEST HERE, LACK OF INFORMATION IS NOT THE PROBLEM.
Right now, there are people all over the world who need your help. They have the problem that you solve, but they can’t fix it on their own. It’s not lack of information.
What they’re missing is YOU.
They’re on their knees, hoping and praying that someone like you – a trusted advisor – will come along and show them the way.
Isn’t it time you stopped grinding out content and actually put something out there that can help them…and make you rich at the same time?
If you’ve been looking down the barrel of a life spent grinding out content, and it seems like a horrible, empty existence…you’re right.
THANK GOD THERE’S A BETTER WAY.
Before I dive into that… allow me to introduce myself.
Hi, I’m Yifat Cohen and I used to be the G+ goto Gal.
Up until this month I used to rank as the top organic result for my keywords.
I say used to because of one crucial mistake I made and it’s the same crucial mistake all of you are making now.
While your image of Google+ is probably something like this, my experience was completely different.
See, I used to suck at social media. I was in college when FB came out only for college students… and like so many I saw the likes pile up on other people’s profiles but not mine.
Can you relate? But then Google+ came out and I was one of the first 100 people to get invited and..
I found my tribe!
Conversations were booming, relationships were building and businesses flourishing.
So I launched my own interview show and I got to interview so many amazing people. But that wasn’t the big game changer for me. I did something that so few dare to do, even to this day. I opened it up to the public and let them come in and speak with my guests face to face. In real time. And ask them anything they wanted. Live and unscripted. And I built a loyal audience.
That engagement made it so that when Gary V and and Guy Kawasaki were having their show at the same time I had mine, my audience showed up for me and I had 4 times the comments, shares and views than they did. Even 2 years later. And we went on for 3 times longer (for all you who think that people don’t care for 90 minutes videos).
1 show, on 1 platform that most of you haven’t even bothered with has built my entire brand.
Google hired me to fly around the world and speak to their teams at their offices (which they hardly ever let a non-Googler do) to talk about their own products. I worked with the city of Austin, spoke on stages, featured on radio shows…
Because my superpower is this – I Understand Engagement.
And today, in 2019 we are long past the days where choosing random comments on webinars, or using a person’s name in an email make people feel like you truly care about them.
That’s why we’re all here, right?
But on April 2nd this year when Google decided to shut down Google+ I realized a devastating truth and a crucial mistake that all of you are making right now –
All of you are building your home on rented properties. Just like I did.
You’re mistakenly thinking that your friends and your followers are YOUR real friends and followers. You think – if I build a big enough group on Facebook than I’ll have clients out of the wazzo. Or if I have a million subscribers on YouTube – I have it made. Money will just flow in like it does for those YouTube influencers.
But you might wake up one day, try to log into your account and discover this:
So if we agree that…
LACK OF INFORMATION IS NOT THE PROBLEM and that you shouldn’t build your home on rented properties, what should you do instead?
Bring back the Human Element
It seems that marketers have forgotten the Social in social media… and that the main goal of content is to educate, answer questions and build trust in your expertise.
We just talked about the fact that all the questions have been answered on YouTube, Siri and Alexa…
But what’s still missing is…
You don’t have to create endless content to establish your authority. You just need ONE live, interactive show. Every other week.
Remember – your audience doesn’t need more information.
What they’re missing is YOU.
FIRST ENGAGE. THEN TRANSFORM.
Let’s talk about Live video for a moment and why it’s the best use for your time and money.
But not in the way you see everyone doing it today. And I’ll explain below.
Video is an amazing way to connect with your audience. In fact, research shows that video gets 1200% more views and shares than images and text COMBINED.
But, there’s a problem with video – it can be expensive to produce, it takes a lot of time to create (you can easily lose an entire day between the scripting, filming and editing) and after all that work, you still don’t know if the video is going to work.
That’s where testing comes in. And usually – ads.
Frank Kern shared that “It takes an average of 22 days from the time someone first sees your ad until they buy. But what’s really shocking is it takes as many as 32 different exposures to your brand before they pull the trigger.”
So you spend a lot of time and money creating videos, then more time and money to get eyeballs on it to see what your potential clients liked, so you can do more of that.
That’s a LOT OF WORK.. and as a busy business owner – WHO HAS THE TIME FOR THAT??
There’s ONE thing that needs to happen before someone opens their wallet and pays you – they need to TRUST you. Period.
Video is a great way to do build that trust, but as you saw with Frank and Neil – that takes (a lot of ) time and money.
You could build IMMEDIATE trust and make sales in less than 24 hours without funnels, content and paid media?
That’s exactly what happened to Kingsley Charles.
Kingsley hired me to help him create a course on the fly. Instead of paying a studio and spending 3 days recording videos and then waiting for the edits to come so he can sell his course,
He sold his course first and we created it with his students in real time. Countless hours saved on Kingsley’s side and thousands of dollars not wasted in scripting, filming, editing…
That part alone was a fantastic time saver for a busy man like Kingsley. Time he could invest in his clients and in making memories coaching football with his kids.
But what was even cooler was that Kingsley got paid to teach his course and he did it by reaching out to his own community first, and leveraging someone else’s audience – mine.
We’ve decided to do a quick Live show where I interviewed Kingsley about his course. We talked for less than 30 minutes about the ins and outs of the course, the benefits of joining now (direct access to Kingsley) and how it’ll run.
The first sale came less than 24 hours after the broadcast.
The second sale followed right after.
The audience wasn’t big.
There was no marketing done – no emails sent, no funnels created, no ad money spent.
There was only one thing behind those sales – Trust.
It is undoubtedly much harder now to figure out what’s really worth your time and money and what is garbage.
That’s where Live Video comes in.
When done right, live video:
Increases your visibility and your reach on ALL platforms
Gives you FREE marketing from all the social platforms (yes, you heard that right)
Builds immediate TRUST
Taps into other people’s client’s base (free leads anyone?)
Boosts your authority and positions you as the top thought leader in your market
Leverages all of Cialdini’s 6 Principles Of Influence at once
Grows your sales and your referrals
And best of all – saves you TIME.
No more scripting, filming, editing, testing…
No more looking down the barrel of a life spent grinding out content, in what seems like a horrible, empty existence…
Just pull up your phone, or sit in front of your computer, press the Go Live button on the social platform you like, and add some value.
Reply to the comments that are coming in, recognize your viewers and better yet – bring them into your live stream and have a real time conversation with them.
Then, take the recording of that live stream and turn it into all those social assets you need:
Transcribe it into an article
Make it a podcast
Turn it into image quote
Share it as a blog post
Email it out to your list
Convert it into social posts
*Pro Tip: Feature the questions your viewers asked by highlighting them and tagging them on your shares. You’ll be boosting your ranks and your views by having your content show up on your viewers’ profiles.
The Viral Connectivity System takes this a step farther.
While we love all the goodies we get from all the social platforms (the visibility and the free advertising) we also understand that the worst thing you can do for your business is build your home on rented properties.
And that’s what you do when you train your viewers to come watch you on your social profiles.
See, as good as it feels to see the likes and the hearts pile up on Facebook or LinkedIn, the fact of the matter is – you can’t pay rent with Instagram Hearts.
And so the Viral Connectivity system focuses on 3 crucial strategies to really grow your business:
Your own properties (your website, SEO and your mailing list)
We don’t want to “just” get traffic. We want a loyal audience. We want True Fans.
And so we use live video to be seen everywhere, but drive all our viewers to our website where we control the layout, capture their information (with their permission, of course) and build an immediate trust that converts into sales and loyal advocates.
“Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”
As a successful business person you understand that social media and content marketing are the lifeblood of your business. Market or die, right?
But as any successful business person there’s one thing that is in very limited supply – your time.
Your time is the only resource you can’t scale.
You’re busy enough deepening the relationships you already have with your clients, your family, your travel, personal growth… I mean – life.
Who has time for all this social media thing. Like, really?
What do successful business women do?
Other people’s data bases
Social platforms algorithms
Users’ own content and followers
We’re able to create unique content that gives us the reach and visibility that we want, the brand authority we’re after, and the true fans who share and follow us with minimum time investment.
Case in point:
Marketing360 is the fastest growing technology in the country. Their audience is looking for similar services that we provide.
I streamed our interview into Marketing360 and MadWire’s social profiles, leveraging their audience to build my authority:
Social platforms algorithms
Facebook has pushed our live video above any other video that they’ve created and shared – increasing reach, visibility and engagement:
A week later, it went back down:
We then turned the interview into unique content, based on the user’s questions during the show, and we are now ranking as the top results in Search with very minimal SEO:
Now, Search results can be finicky, so I’ve asked other people to share their screens with me and see what they get:
And then I reached out to Marketing360 themselves to show them our results. Notice that our website shows up first.. And then 2 of our videos:
So what’s happening here?
Both JB Kellogg and me are talking about JB and his work. He wins from the unique content we’re creating, we win by being affiliated with a thought leader and that automatically raises our visibility, reach and authority as well as JB’s.
For a busy CEO like JB, the time investment was simply an hour. The results speak for themselves.
Build Your Thought Leadership!
show up in the first 1-5 links and videos on Google’s organic Search when your prospects are looking for someone else’s program…? or even someone else’s name..?