One of the most common problems I see working with coaches and consultants is the struggles they have with keeping a balance between content and marketing.
Some coaches are really great at creating content.
They teach really great stuff, it’s unique, applicable and easy to understand.
Here’s the problem: they’re not sure how to integrate marketing into their content.
Another problem they have: They are uncomfortable selling.
This leads to 2 bad outcomes:
They end up giving all their stuff away for free while people beg them to create a course.
They have an AWESOME course, but only like 5 people buy it.
The other type of coach or consultant is excellent at marketing.
They have fantastic landing pages, compelling copy, great design and speak their audience’s language.
Their problem: Their content isn’t very good, or they are too busy marketing to invest the necessary time in their content.
This leads to:
Difficulty getting traction because people can only be marketed so much without good content.
Refunds and people calling you a scammer online. Ask Tai Lopez about that.
Here’s the good news, it’s probably not your fault!
When I was coaching, I did all the content and while not a full-time job it definitely took up a good amount of time especially when we were rolling out 6-12 courses a year. My old business partner Ron Reich handled the marketing.
But if you don’t have a full-time partner to divide labor with, and you can’t afford to pay someone like me to do it for you, you’re gonna need to figure it out.
What is content marketing balance?
Content marketing balance is the process of creating an equilibrium between the content and marketing in your business.
One analogy I like to give clients is to think about content and marketing on opposite ends of a see-saw.
It’s all about making sure the see-saw stays nice and level by balancing out your content and marketing efforts.
If you don’t balance out your content and marketing, you’ll find that people get turned off dealing with you because you’re always pitching or you’ll have trouble monetizing your business and eventually have to get a job.
Now let’s talk about a few rules for establishing homeostasis between content and marketing:
3 Ways to balance your content marketing:
Maintain at least a 1:1 Ratio of content to marketing. This is a straightforward rule, and you’d be surprised how many coaches cannot stick to it. Whether you need more marketing or more content you want to make sure that you are keeping at least a 1:1 ratio. In fact, no less of an expert than Justin Brooke of Adskills recently sent out an email announcing he was re-doing his newsletter to be 100% content.
Keep the same voice in your content and marketing. I was speaking to my friend Steve Pavelina a few weeks ago. If you don’t know Steve, he’s one of the OGs of Self-Development and has been blogging and teaching for like 15 years. He mentioned that he has to be careful about what “effective” internet marketing techniques he used because his audience was so used to his unique voice that hard Calls to action and stuff are shocking and abrasive to his audience. You have to keep the same voice in both your marketing and content.
Create content like a person, not a corporation. “Fake it til you make it” is some of the most useless advice out there. If you are a coach, consultant or other solopreneur no one is fooled into thinking you are a giant corporation when you write about “Our corporate culture.” You want to write your content and marketing like a normal person rather than a corporation. This goes for your marketing as well. People have natural BS detectors, and online marketing skepticism is at an all-time high so make sure that you are speaking as a person not a company in both your marketing and content.
This topic could go on for days, but I think this is good for now!
Let me know if you have any questions on the content marketing balance.