You’re posting great content regularly, you’re enthusiastically promoting your site on all the top social channels, while diligently reading and following all the How to Blog Like a Rock Star articles and checklists you can find and yet…. your emails have low open rates, even lower click-through rates. Your list ought to be growing – but you can’t be sure as you seem to be losing subscribers as quickly as you gain them, and there’s not a lot of social sharing happening for your posts or emails.
This cycle can leave you feeling exhausted, defeated, and wondering if any of this is even working! You begin to doubt yourself as a leading figure in your craft, an expert in your field, perhaps even your basic knowledge on the subject. Nobody seems to care. You’re casting such a wide net and doing everything under the sun possible, how could things not be going better than they are?
Breathe. Pause for a moment, because there is your answer – you’re casting such a wide net. You’re not trying to reach your audience; you’re trying to reach everyone’s audience.
Speaking to Someone, Not Just Anyone
This is a common misstep when it comes content marketing and blogging, believing that trying to reach as many people as earthly possibly and relating your content, service or product to anyone who could possibly be reading is the best way to grow.
Take a step back and look at what is truly happening when casting such a wide net:
- Your content is filled with generic terms and language to appeal to everyone.
- Your time is divided between a plethora of social channels trying to promote everywhere possible.
- You’re building a list of subscribers ranging from semi-interested to somewhat-interested to possibly super-interested (but you aren’t quite sure), instead of a list of people who are expressly interested in your scope of content.
Imagine creating content as if you were speaking directly to your ideal reader or client. You need not worry about everyone…