It's Not Just You...

...things are hard...but that's a good thing

Author

Tim Kilroy
01 Oct • Estimated Reading Time: 4 minutes

Hard Things

I was reading a report from Hockey Stick Labs that basically said that it takes a lot more touchpoints to attract MQLs & turn them into SQLs & then turn them into sales. In a nutshell, the report says that is takes about 20% more content impressions to drive a website visit than it did last year. This report reads like an inflation report, TBH. Everything costs more (more impressions, more time, more content…)

While that might seem like a real downer to read (that its harder to grab and keep attention), it’s actually a good thing - because you can create great content without a production budget, expensive equipment or a copywriter.

Your strategy can essentially be focused on your main talking points (for example, mine are lead gen done better, return on understanding (know your customer) & becoming a better manager) and then just keep on riffing on those subjects again and again and again. Your messaging will evolve & sharpen as you refer to these points again and again. You audience will also refine itself as those for whom your message is relevant respond and it will just pass by those who will never engage.

Take some time and think about your talking points, and then answer 10 questions you think people might have about what you’ve said. If you have 3 main points x 10 questions, that means you now have 30 pieces of content. Then you make a video (go ahead & use some AI if you don’t like the camera), make an audio clip, make a text post and make a graphic post. Now you have 3 talking points x 10 questions x 4 media types and you now have 120 pieces of content around your 3 big topics.

It’s not easy, and requires though, discipline and creativity. Most aren’t willing to make that investment. I bet you are.

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