WEBVTT NOTE This file was generated by Descript 00:00:00.000 --> 00:00:04.170 Robby: The Brand ED Podcast with Robby Fowler, episode 79. 00:00:04.170 --> 00:00:09.059 Why Your Content Marketing Fails to Convert and Leaves You Feeling Guilty. 00:00:14.846 --> 00:00:19.136 Become a better leader, lead a better business, build a life giving brand. 00:00:19.406 --> 00:00:21.536 That's what we're here to do together. 00:00:22.166 --> 00:00:25.526 Running a consulting training or coaching personal brand business 00:00:25.556 --> 00:00:29.396 and being an entrepreneur is demanding and often lonely. 00:00:29.816 --> 00:00:33.686 Before, you know it, your, a passenger and your business takes you on a ride 00:00:33.686 --> 00:00:38.516 with little time to consider what you're building and why it matters to the world. 00:00:38.996 --> 00:00:41.636 Don't be satisfied with simply making more money. 00:00:41.906 --> 00:00:45.686 Let's make more than money by building a brand and business 00:00:45.686 --> 00:00:47.426 worth giving your life to. 00:00:50.155 --> 00:00:52.225 Welcome to today's episode. 00:00:52.225 --> 00:00:54.835 This one's going to be short and sweet. 00:00:54.835 --> 00:00:59.485 Let's talk for just a few minutes about content marketing. 00:00:59.875 --> 00:01:04.225 It's a very popular topic, particularly around personal brands. 00:01:04.615 --> 00:01:09.805 There is the pressure to create content, to create marketing content. 00:01:10.225 --> 00:01:13.225 As part of growing and building a personal brand. 00:01:13.675 --> 00:01:14.965 For lots of us. 00:01:14.965 --> 00:01:17.335 We have mixed emotions. 00:01:17.335 --> 00:01:19.045 When we think about content marketing. 00:01:19.495 --> 00:01:24.880 On the one hand, we can get excited about getting our ideas out into the world. 00:01:24.910 --> 00:01:28.210 On the other hand, there's just the pressure to create it. 00:01:28.660 --> 00:01:31.330 And to constantly and consistently. 00:01:31.690 --> 00:01:32.320 Create it. 00:01:33.010 --> 00:01:37.540 Now, I've got some training coming up on this, which brought up this topic today. 00:01:37.990 --> 00:01:42.730 And as part of that training, When people registered, I ask them just 00:01:42.880 --> 00:01:48.640 how they're feeling about their current kind of state of the union 00:01:48.670 --> 00:01:50.980 on their current content marketing. 00:01:50.980 --> 00:01:54.490 How is it going in their personal brand with their content marketing? 00:01:55.000 --> 00:01:58.750 These are coaches and consultants and trainers, just like you, people 00:01:58.750 --> 00:02:00.870 running a personal brand business. 00:02:01.320 --> 00:02:04.170 And I was really shocked when I asked that question. 00:02:04.170 --> 00:02:07.980 So the way it works is you sign up for the free training. 00:02:08.160 --> 00:02:11.348 And then I just asked the question how you're feeling when you think 00:02:11.348 --> 00:02:14.408 over the last six months or so. 00:02:14.618 --> 00:02:15.278 How's it going? 00:02:15.278 --> 00:02:17.798 How's your content marketing going? 00:02:18.188 --> 00:02:19.778 And how are you feeling about it? 00:02:20.228 --> 00:02:22.938 These are literally some of the responses that I've gotten. 00:02:22.938 --> 00:02:24.669 I'm not feeling that great about it. 00:02:24.729 --> 00:02:26.649 I'm lagging behind. 00:02:26.709 --> 00:02:32.139 Tell me if you relate to any of these mine is totally Mia missing in action. 00:02:32.589 --> 00:02:36.469 Another person said, I feel guilty when I think about content marketing. 00:02:36.486 --> 00:02:40.296 Someone else said I haven't even done any content marketing yet. 00:02:40.626 --> 00:02:43.116 Another person said completely. 00:02:43.506 --> 00:02:44.196 Guilty. 00:02:44.646 --> 00:02:46.986 So that lets you know where a lot of us are. 00:02:46.986 --> 00:02:49.386 There's the expectation to do it. 00:02:49.386 --> 00:02:51.006 We know we should be doing it. 00:02:51.006 --> 00:02:51.606 And yet. 00:02:52.026 --> 00:02:53.136 We're not doing it. 00:02:53.136 --> 00:02:57.606 We feel behind, we feel guilty or like someone said, I just 00:02:57.606 --> 00:03:02.586 feel completely guilty that I'm not doing better in this area. 00:03:03.036 --> 00:03:08.256 So why does your content marketing fail and leave you feeling guilty? 00:03:08.256 --> 00:03:09.856 Why is it not converting? 00:03:09.856 --> 00:03:12.084 On the training that's coming up next week. 00:03:12.084 --> 00:03:14.634 Here are some of the challenges and questions. 00:03:14.634 --> 00:03:19.584 I think that lead us to feeling guilty about our content marketing 00:03:19.584 --> 00:03:22.884 or lack there of, or frustrated that it's not converting. 00:03:22.884 --> 00:03:24.531 It's not turning into revenue. 00:03:24.531 --> 00:03:26.601 Like we hoped that it would. 00:03:27.051 --> 00:03:30.515 So one of those challenges is really more at a foundational level. 00:03:30.845 --> 00:03:36.335 And that is where does content marketing fit into your personal brand business? 00:03:36.545 --> 00:03:37.805 Where does it fit in? 00:03:37.805 --> 00:03:41.615 I think there's a lot of confusion about where it fits in. 00:03:41.615 --> 00:03:47.675 And I think that confusion leads us to these feelings of it's not 00:03:47.675 --> 00:03:50.915 doing enough or I'm not doing enough when it comes to content marketing. 00:03:51.125 --> 00:03:53.555 So that's a challenge you've got to figure out well, where 00:03:53.555 --> 00:03:55.505 does this fit in my business? 00:03:55.780 --> 00:03:57.160 Another challenge is. 00:03:57.610 --> 00:04:00.153 The challenge of just why isn't this working? 00:04:00.153 --> 00:04:01.983 Why isn't this working better? 00:04:02.403 --> 00:04:06.663 And here's what a couple of personal brands have said to me on that topic 00:04:06.693 --> 00:04:08.523 recently around their content marketing. 00:04:08.583 --> 00:04:12.693 They said, I don't think my current content marketing has gotten me 00:04:12.693 --> 00:04:14.433 as many sales as I would like. 00:04:14.493 --> 00:04:18.783 Another person told me it's not helping me attract higher level clients. 00:04:18.783 --> 00:04:21.033 It's not bringing those clients that I want it to bring. 00:04:21.543 --> 00:04:23.763 And another personal brand shared with me. 00:04:23.763 --> 00:04:25.953 It's just not getting much conversion. 00:04:26.553 --> 00:04:27.753 So there's another challenge. 00:04:27.837 --> 00:04:29.037 I've got some out there. 00:04:29.037 --> 00:04:29.997 I've done some of this. 00:04:29.997 --> 00:04:31.047 Why isn't it working? 00:04:31.497 --> 00:04:35.067 So that's a challenge that leaves us feeling like our content marketing 00:04:35.067 --> 00:04:37.077 is failing and we're failing. 00:04:37.077 --> 00:04:38.637 And sometimes we even take it further. 00:04:38.727 --> 00:04:39.807 We're a failure. 00:04:40.317 --> 00:04:42.927 And I want to back us off of that ledge a little bit. 00:04:42.927 --> 00:04:46.217 That's certainly what the training is meant to help do for us. 00:04:46.667 --> 00:04:48.437 So another question or another challenge. 00:04:48.887 --> 00:04:54.317 When it comes to content marketing is of course the big, big how in 00:04:54.317 --> 00:04:56.027 the world do I come up with it? 00:04:56.297 --> 00:04:58.307 How do I come up with that content? 00:04:58.847 --> 00:05:00.017 What should it be? 00:05:00.167 --> 00:05:01.847 Where did the ideas come from? 00:05:01.847 --> 00:05:02.717 How in the world? 00:05:02.717 --> 00:05:06.107 And so that's that feeling of staring at a blank screen? 00:05:06.587 --> 00:05:10.847 The blinking cursor of death, that's just angry, blinking, like, come on, 00:05:10.877 --> 00:05:12.917 create something we don't have all day. 00:05:13.367 --> 00:05:16.103 And at a certain point, you just move on to other things because 00:05:16.103 --> 00:05:17.663 you can't come up with an idea. 00:05:18.113 --> 00:05:21.383 Again, it just feeds those feelings of failure. 00:05:21.413 --> 00:05:22.613 I'm not doing enough. 00:05:22.936 --> 00:05:24.346 Everyone else is doing better. 00:05:24.406 --> 00:05:26.116 I'm the only one struggling with this. 00:05:26.686 --> 00:05:27.706 Because think about it. 00:05:27.706 --> 00:05:28.906 When you look online. 00:05:29.446 --> 00:05:34.006 And if you're a personal brand, often you follow other personal brands. 00:05:34.456 --> 00:05:37.606 And if you follow other personal brands, 00:05:38.206 --> 00:05:39.106 What do you see? 00:05:39.106 --> 00:05:41.118 You're going to see their content marketing. 00:05:41.268 --> 00:05:44.148 If they don't have content marketing, you don't see them. 00:05:44.178 --> 00:05:45.018 They don't show up. 00:05:45.348 --> 00:05:48.228 If they do have content marketing, you see them. 00:05:48.408 --> 00:05:54.378 So the only time you're often seeing them is when they have content marketing. 00:05:54.676 --> 00:05:58.546 And it leaves you feeling like they've got content marketing all the time. 00:05:58.846 --> 00:06:00.616 I don't know where they come up with this. 00:06:01.066 --> 00:06:04.126 And again, it just feeds on that feeling of I'm. 00:06:04.246 --> 00:06:05.026 I'm not enough. 00:06:05.026 --> 00:06:06.106 I'm not doing enough. 00:06:06.556 --> 00:06:07.846 And you feel guilty. 00:06:08.296 --> 00:06:11.206 And one more challenge, not just how do I come up with it? 00:06:11.206 --> 00:06:13.396 Another challenge is how do I keep up with it? 00:06:13.696 --> 00:06:18.976 How do I keep it organized and know what's coming next and what to do next? 00:06:19.456 --> 00:06:22.178 All of these challenges work together. 00:06:22.178 --> 00:06:26.092 And leave you feeling like my content marketing is absolutely failing and 00:06:26.152 --> 00:06:28.712 I'm failing and I feel guilty about it. 00:06:29.281 --> 00:06:31.231 I don't want you to feel like a victim. 00:06:31.531 --> 00:06:32.731 Like you're powerless. 00:06:32.731 --> 00:06:33.871 Like you're a failure. 00:06:33.871 --> 00:06:37.861 I certainly don't want you walking around having content marketing 00:06:38.191 --> 00:06:40.231 leaving you feeling completely guilty. 00:06:40.681 --> 00:06:41.971 Let's be done with that. 00:06:42.151 --> 00:06:46.051 I want you to join me next Tuesday, March 15th. 00:06:46.321 --> 00:06:49.981 We are going to have a content creation party. 00:06:50.071 --> 00:06:50.521 That's right. 00:06:50.521 --> 00:06:51.361 We're going to celebrate. 00:06:51.451 --> 00:06:54.631 I'm gonna have a content creation party where I'm going 00:06:54.631 --> 00:06:56.041 to help you let go of the guilt. 00:06:56.521 --> 00:07:02.041 And get three months worth of content marketing ideas in 30 minutes. 00:07:02.291 --> 00:07:05.651 So if you're ready to stop feeling like a victim. 00:07:05.876 --> 00:07:08.308 Stop staring At the angry, blinking cursor. 00:07:08.758 --> 00:07:10.738 Then let's have a little party together. 00:07:10.738 --> 00:07:12.808 Let's have a content creation party. 00:07:12.988 --> 00:07:13.558 You're going to let go. 00:07:13.588 --> 00:07:14.038 The guilt. 00:07:14.098 --> 00:07:17.308 You're going to get three months worth of content marketing in 30 minutes. 00:07:17.638 --> 00:07:22.348 I'll put a link on where you can sign up for that free training in the show notes. 00:07:22.378 --> 00:07:25.408 I would love to have you join me and others. 00:07:26.068 --> 00:07:28.216 And let's have a good time together again. 00:07:28.216 --> 00:07:30.706 You're going to walk away with three months worth of content 00:07:30.706 --> 00:07:33.496 marketing ideas in 30 minutes. 00:07:33.736 --> 00:07:36.459 We're going to get to work right there in the free training. 00:07:36.459 --> 00:07:37.929 So I hope to see you there. 00:07:38.079 --> 00:07:40.599 If you're already signed up, share this episode with someone 00:07:40.599 --> 00:07:43.089 else who may be feeling guilty. 00:07:43.539 --> 00:07:45.069 And invite him to the party. 00:07:45.138 --> 00:07:49.291 I look forward to seeing you there so again click the link in the show 00:07:49.291 --> 00:07:54.541 notes if you've got a friend that this would help them to make sure you share 00:07:54.541 --> 00:08:00.151 this episode with them until next time go and build a life giving brand.