The number one reason that strategy breaks down, is because it’s simply not compelling in the first place
The story you tell – if at all, is uninteresting.
So if you’re undertaking any content marketing, and you’re wondering why you can’t get your value back – it’s potentially because what you’re talking about – might be sensible and correct, but uninspiring!
Interesting is NOT a matter of just being cool or clever though!
What IS interesting – is to be authentic, intentioned, and useful – and be seen as the Likeable Experts at what you do.
This is the content that gets engaged with, encourages people to take action, and moves them down the sales funnel process.
So it’s vital to be seen as the Likeable Experts – real people, trying to do a real thing – that’s useful in their lives.