The #1 problem with content marketing

The #1 problem with content marketing is that it’s a job.

Doing content marketing well and consistently is. a. job. It takes specialized skills, time, effort, and a calendar.

This crash course is here to:

  • Show you all the shortcuts I know about
  • Help you avoid wasting time doing content marketing activities that won’t work
  • Build content marketing that’s specifically designed to sell professional services (not SaaS apps and not B2C stuff, which is what a LOT of content marketing advice is geared towards)

There are other ways of acquiring leads for your dev shop, each with benefits and drawbacks:

  • ​Paid acquisition through advertising or pay-for-leads services like letsworkshop.com (an awesome service BTW)
  • Cold calls and outbound sales (example: http://carb.io/)
  • Referrals
  • Giving talks, workshops, training events, or guesting on podcasts (al forms of content marketing that are more outbound in nature)

Paid acquisition requires only skill and money to produce leads, but it stops working when you shut off the ad budget.

Cold calls and outbound sales can get immediate results, but they also don’t work unless you put time and/or money and effort into them.

Referrals are amazing, because they come with unbeatable pre-established trust (that you didn’t have to build up over time with that particular prospect), but they are largely out of your control.

Giving talks is another heavy hitter in terms of rapidly building trust, but unless the talk is recorded or repurposed in some other way, it can be a 1-hit wonder limited to those in attendance. When it does get recorded (like a podcast guest spot), it may end up on someone else’s platform where you have little control.

Unlike these methods of acquiring leads, content marketing works 24×7 on your behalf, years into the future. It is (usually) published on a platform you control and fuels a marketing funnel that you own and benefit from over the years. It quietly and steadily builds trust and generates leads without you doing anything after it’s published. But… producing it is a real job.


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