Here’s a question…
What’s the ONE content marketing tactic that drives the majority of your revenue?
Is it blogging?
Teaching small classes?
Or, is your answer, “Hmm, I’m not quite sure, but does it really matter? After all, shouldn’t all my content efforts help?”
Well yes…and no.
Because, without knowing your one content marketing thing, you’re putting your revenue at risk.
What’s the ONE Thing, anyway?
Gary Keller, founder of Keller Williams Realty, Inc., coined the “ONE Thing” concept. His thought?
“What’s the ONE Thing I could do, such that by doing it everything else would be easier or unnecessary?”
- You may not be a “saver,” but you’ve found that automatic deductions from your checking account helps you build a robust safety net.
- You’ve found a bedtime ritual helps you sleep a full 8-hours. You know you can fall asleep wherever you are, as long as you can maintain your ritual.
- If you want to function before 9 a.m., you need a grande almond-milk latte (OK, maybe that’s just me!).
The thing is, we use this ONE Thing principal all the time – but we don’t think about it. It just…works.
But, somehow, the concept gets lost when it comes to our content marketing.
And bad things happen.
Instead of focusing your efforts on the thing that works, your efforts get scattered.
That’s not to say that experimenting with other content strategy tactics is a bad thing. But those “other things” should be in addition to your ONE Thing…not instead of it.
On the flip side, when you do know your ONE content marketing thing, everything else is easy.
Not sure what your one content marketing thing is? Here are some things to try:
- Comb your analytics. Does a certain type of blog post (for instance, thought leadership posts,) pull in more leads?
- Do all of your new leads say they found you the same way (for instance, your podcast or a guest post?)
- Was there a day (or month) that saw a huge spike in sales? Does it correlate to a certain something that happened (for instance, a webinar series?)
Finding your ONE content marketing thing sounds so simple in concept – but pinpointing it may take some time. Plus, if you have multiple target audiences, you may have multiple “things.”
For instance, LinkedIn is my best bet to reach customized training clients. If I want to sell courses, webinars (and in-person seminars) are what moves the needle.
Guess how I spend most of my time now?
I’ve also found that my one content marketing thing has changed and morphed over time. Once upon a time, guest posting drove major leads. Today, I do it here and there — but the ROI never pans out. Twitter used to be great, and now it feels like noise.
You’ll go through the same process. That’s OK. It means you’re trying new things and measuring the results.
What’s your ONE content marketing thing?
Do you already know what your one content marketing thing is for your business? Or, are in you in the process of narrowing it down? Leave your comment below and let me know!