Over the last few years, I have really enjoyed creating content to share my thoughts about brands and IP because that is how I refine my thinking and develop new ideas. In the process, I have come up with a framework that moves the needle for business owners. It’s a product called Brand Tuned, which my next book will cover.
Yet in consistently putting out content on a range of social media platforms I have sometimes wondered whether there is any point in continuing these marketing efforts given that I do not get a lot of engagement on any of the platforms. There is the odd hit piece of content, but as a rule, I might typically get 4 or 5 likes on a LinkedIn update for example.
Is it worth continuing is something I ask myself a lot?
Although they say not to compare yourself to others, it is difficult not to do so, and to feel you are lacking in some way. Inevitably I have found myself wondering what content would have more impact.
I know Gary Vaynerchuk’s advice is to engage more with others’ content if you want engagement with your content. He should know. He runs a 1000-person social media agency. So, that’s something I definitely intend to try, but so far I’ve not made time for it because there are so many other priorities, such as running my business, producing the content I’m putting out on social, overseeing the delivery of client projects, writing my new book, creating my new product – Brand Tuned, and a myriad of other things, such as doing a marketing plan for my upcoming book as my publisher expects a really robust one.
I have often been tempted to give up. Why not save my time, and just not do any social media marketing? This was my thought when a video guy once remarked to me that my content was not getting much engagement. At the time I thought, ‘if he’s judging my content in this way maybe others are too’? So, am I doing myself more harm than good putting out content that is seen to not be engaged with? Should I continue? Is this person’s judgement an indication of what everyone else is thinking? Is there any point to my providing education and information for the world to freely take and use?’
You may wonder why I continue to put out a weekly video, a weekly blog, get my team to create content from it to share on all social media platforms given that it feels like nobody cares about what I’m putting out if you measure it by the number of likes and comments.
It is because I know this is a long-term game, and deep down I am confident the lack of massive engagement does not really matter, that I continue.
Likes and comments aren’t the right metrics to focus on for anyone. Anyway, I feel I can plug some of the gaps down the line once I double down on one or two channels. I am still developing my ideas and working out what I can do to really move the needle for entrepreneurs and business owners when it comes to supporting their business journeys. I feel I am nearly there.
In the meantime, what gives me the courage to continue is that I get plenty of work coming through which I attribute to my blogging and social media efforts. These put me top of mind for people who know me from other areas of business life. They notice my content even though they do not necessarily do anything to engage with it. However, they turn to me when they need IP support because in their minds I am associated with IP and brands. Given that I am everywhere online, I am there in front of their noses wherever they hang out, so that when they have a need for services that I can help with, they contact me.
Often someone will tell me they noticed a video I had put out, or that my content is amazing. You could knock me down with a feather is my thought when anyone says this to me because they have never once liked or commented on my stuff anywhere on social media.
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