Content marketing has a bad rep in a lot of circles — and a lot of times it deserves it.

 

Some people have completely oversold what it is and how much it can do to drive business. Your clients likely worry you’re one of those people.

 

A lot of prospects still want to try content, but have invested tons of money for little return (or saw someone else get burnt). In cases like that, you’ve got a lot of skepticism to overcome.

 

That’s why I tend to practice deliberate expectation management up front.

 

I’ll tell my clients that content marketing isn’t fast. It doesn’t drive business overnight and it takes time to get it right. Just this week I talked someone out of paying me to start a blog.

 

When you talk about this stuff, even with yourself, make sure you’re focused on what fits, not just what’s fun and faddish. You'll be amazed at how quickly going against the grain can build trust. 

 

 

 

Megan