I was talking to a business owner today who has been embracing content marketing consistently for the past couple of years.
As a result, his website has gotten a lot more traffic.
More and more lead forms are being filled out.
He consistently gets contacted by others in his space—looking to “tap his brain” and draw out his expertise.
He’s active on LinkedIn and Social channels and has a high amount of engagement.
He’s not really growing his business.
He’s not getting the “right” leads.
He’s having a lot of conversations that are helping others, but not so much himself.
And it all happened because his content has made him an expert amongst his peers, but not within his marketplace of actual customers.
The Peer vs. Customer Dilemma
This may seem surprising to some, but it’s actually quite common, and an easy trap to fall into.
But the simple fact is this:
Generally speaking, there is a big difference in writing for your industry peers than writing (or producing content) for paying customers in your space.
A BIG difference.
In this case of this gentleman, it’s an issue of buyer personas. Because he has never really taken the time to identify his personas, and then address them with specific content, he has become a peer-leader, but not a market-leader.
My point with this little post is simple.
We all like to be respected and appreciated by our peers.
But when all is said and done, we have to pay the bills.
And the only way to do that, is to earn the eyes, ears, and attention of those folks whose problems we solve, and could ultimately become a customer.
So my question for you to think about is this:
If you did an audit of your content right now, what percentage is for your ideal client, and what percentage is for your peer group?
The numbers may be quite surprising…