5 Reasons Your Content is Not Working
-Dave Lawson
As a business owner who produces content to grow your brand and establish authority, you may find yourself questioning the effectiveness of your efforts, especially during challenging times. When faced with economic uncertainties, many businesses are looking to make cuts, whether it's in personnel or overhead. While these decisions are understandable, it's crucial to be cautious before cutting the one thing that is building trust, authority, and brand recognition: your voice. If you've been creating content and feel that it's not working, it's likely not because content marketing is ineffective, but because there are crucial elements missing from your strategy. Before you make any rash decisions, take a step back and evaluate your approach.
As someone who has been fascinated by audio and content creation since childhood, I understand the power of genuine storytelling and the importance of making your content work for you. From building my own radio stations in my basement as a kid to working in various formats and markets throughout my 27-year radio career, I've learned that the most impactful content comes from the heart. It's about connecting with your audience on a personal level and providing value that resonates with their needs and aspirations.
Your content is a direct line of communication between you and your target audience. It's an opportunity to share your expertise, build relationships, and establish your brand as a trusted authority in your industry. Cutting your content production may provide short-term financial relief, but it can have long-lasting negative effects on your brand's visibility and credibility. Instead of abandoning your content efforts, focus on identifying the missing pieces and making strategic adjustments to maximize your content's impact.
Here are five reasons your content may NOT be working:
1. You Haven’t Really Defined Your Target Audience with Precision
One of the most critical aspects of creating impactful content is having a clear understanding of your target audience. When I say define your target audience, I mean really dive deep into the avatar you're speaking to.
In most cases, your ideal audience is likely your current customer base. You already know who you're talking to, so create content specifically tailored to their needs, interests, and challenges. The more specific you are in defining your target audience, the easier it becomes to create content that resonates with them on a personal level.
2. Lack of Quality and Consistency
In today's digital landscape, the quality of your content matters more than ever. Listeners and viewers have come to expect professional-sounding audio and visually appealing video. While you don't need to have the most polished production, it's essential to invest in quality equipment and take the time to edit your content.
Consistency is also key. Commit to a regular publishing schedule and deliver on your promises to your audience. This builds trust and keeps them coming back for more.
3. You’re Not Optimized for YouTube
To maximize your content's reach and impact, it's crucial to optimize your channels, particularly YouTube. At Digital Legend, we've seen tremendous growth on YouTube, and that's where we're focusing a significant portion of our efforts for our clients. YouTube has recently doubled down on podcasting, integrating both audio and video podcasts into their YouTube Music platform. This means that users can now discover, listen to, and watch podcasts directly through YouTube Music, leading to increased exposure and audience growth opportunities. To capitalize on this, ensure that your podcasts are optimized correctly on YouTube.
One key strategy is to create a dedicated playlist specifically for your podcast episodes on your YouTube channel. This makes it easier for viewers to find and consume your content. If you're unsure about how to optimize your YouTube channel for podcasting, don't hesitate to reach out to us. We'll be more than happy to guide you through the process and help you maximize your content's potential on this powerful platform.
4. Your Podcast or Video Titles Are Vague
When crafting titles for your content, it's essential to focus on solving a problem or addressing a specific issue that your target audience is facing. Avoid cute, ambiguous or vague titles that don't immediately convey the value of your content. Instead, make sure your titles clearly communicate the key takeaway or benefit that listeners will gain from tuning in.
Raw Real Estate (Wade Hanson - Produced by Digital Legend)
This clarity not only helps potential listeners understand what they'll learn from your episode but also makes it easier for platforms like YouTube to suggest and promote your content to the right viewers. By directly targeting the problems your audience is seeking to solve, you increase the likelihood of attracting engaged listeners who are genuinely interested in your content.
5. Your YouTube Thumbnails Are Invisible
In addition to crafting compelling titles, creating eye-catching YouTube thumbnails is crucial for maximizing your content's visibility and engagement. Thumbnails are often the first point of contact between your content and potential viewers, so it's essential to make them visually appealing and informative. To create effective thumbnails, feature humans whenever possible, as this helps establish a personal connection and draws the viewer's attention. Incorporate your brand colors in a way that makes your thumbnails stand out in a crowded feed, ensuring that they're easily recognizable and associated with your brand. Finally, include 3 to 4 attention-grabbing words that capture the essence of your content.
From the Sounds of Solar Podcast (EVS, produced by Digital Legend)
These carefully chosen words should quickly convey the value and purpose of your podcast episode, enticing viewers to click through and engage with your content. By optimizing your thumbnails, you can significantly increase your click-through rates and attract more viewers to your podcast.
Throughout my career, from interning at WXYT in Detroit to working with iHeartRadio in Minneapolis, I've learned that the key to creating impactful content lies in authenticity and strategic planning. When I began producing podcasts for local businesses, I realized that it wasn't about reaching the most people, but rather reaching the right people with content that resonates with them. This realization led me to start my own agency, Digital Legend Media, where we focus on developing content strategies that help businesses grow their brand, authority, and bottom line.
As you navigate the challenges of running a business during uncertain times, don't underestimate the value of your voice. Your content is a powerful asset that can help you weather any storm and emerge stronger than ever. Trust in your expertise, stay committed to your content strategy, and watch as your brand thrives, even in the face of adversity.
If you need guidance on optimizing your content strategy, don't hesitate to reach out. We do this every day. From strategy to production to distribution, targeted content to grow your business is just a meeting away.
