You work hard on your blog or newsletter, recording videos or podcasts, or posting tips on social media. It’s good content, your target market is seeing it, but you’re not getting new clients.   

Why? 

It’s likely that while your market is seeing your content, they’re not reading or watching it. They’re busy, and you’re asking for too much of their time, so they “save” your article for later and forget about it. 

Could it be that simple? Yes. And the solution is just as simple. Create content that’s easier to consume. 

Shorter articles and posts. A few hundred words, not a few thousand. Once a week, not 3 times a day. And while you’re at it, make it interesting, not academic. Tell stories, don’t lecture. 

There’s a time and place for more comprehensive material, but when most of your material looks like “work,” you’re making it less likely anyone will want to consume it. 

And hey, don’t push so hard. 

Yes, you’re in the business of selling your services, and your readers and clients need your services and benefit from them. Asking them to call you to discuss their situation and explore their options might be precisely what they need, but if they feel like you’re chasing them, don’t be surprised if they run in the other direction. 

That doesn’t mean you should be passive. You’re a professional, an advocate, and not merely in the information delivery business. Tell your readers what they need to know, tell them what to do, and why, and tell them what might happen if they don’t. 

And then invite them to contact you to take the next step or learn more.

Content marketing isn’t difficult, but it’s still marketing.