A Common Error Made by Multiple Creators is Costing Them a Really Big Fortune
Once you understand the logic of this post, you’d be surprised how easy this is to fix
The right way to explain the work of a content creator is actually a content marketer.
If you agree with this logic/ thought process, isn’t it shocking (read: disturbing) to think that most content creators don’t know/ understand the concept of “marketing” to begin with?
Let’s bridge this gap, with one solid idea at a time.
I know one idea won’t convert a content creator into a digital marketer, but this idea is a great place to start, so let’s dive in.
Content Creators and Herd Mentality
In the bigger scheme of things, we need to understand one fundamental thing about the “content marketing” industry.
The content marketing industry is extremely new.
Yes, this may feel vague, but this reminder may come as a huge shock to a few people reading this post, that Instagram (one of the biggest content marketing platforms in the world today) is just 14 years old.
Yes! Instagram was launched in 2010, and the platform has been evolving ever since.
Google is barely 26 years old.
For perspective, All India Radio was launched in 1936 and I’m just sharing this as an example for you to understand how many decades traditional media platforms have been around for.
No wonder most (if not all) traditional forms of media like radio, television, print ads on newspapers/ magazines has matured over time.
On the contrary, the content marketing space is still evolving and while the industry consolidates, most content creators are acting with the herd mentality and are just following (read: copying tactically) creators/ brands that are bigger than them.
Mindset of audience online
For a few moments, look at your behaviour online as a content consumer/ audience member.
When do you login on a social media app?
During small pockets of time during the day when you’re bored.
When you want to take a small break and distract yourself.
When you’re relaxing on the couch/ bed and just want to kill time.
Basically, most of the time if you’re on an app where most of your effort is tapping and scrolling, every ounce of effort is the factor that could make you follow what the creator is sharing or move to the next post.
Prime focus of content creators (and the mistake)
Most creators don’t understand the logic of this consumer (read: audience) behaviour.
The audience is lazy, tired, distracted and doesn’t want to put any amount of extra effort unless the reward is too tempting to lose out on.
Plus, the number of creators that every user follows today would easily run into hundreds, if not in thousands.
Imagine if every creator ends their content with a call to action of “click the link in bio” to get a discount/ deal/ benefit, how many followers would actually bother to take that effort?
To share some statistics, the average call to action click ratio is generally in single digits, even for the biggest creators.
Convert errors to masterstroke
Imagine a strategy that helps you make your audience members click on your link in bio just once, and they end up becoming your biggest bargaining chip for all your content creation deals, for the rest of your life?
While most creators are busy trying to scratch their heads and use a new tactic to get their audience to click on the link, I’ve an idea for you that’s nothing short of a masterstroke for your content and/ or your brand.
Instead of customising the link in bio action for every brand collaboration/ content piece that you create, use the link in bio as a powerful tool to grow your personal brand.
How, you wonder?
By using that link to create a long-term bond with your audience members.
Can you guess what’s the common link in bio for my account on Instagram, YouTube, Facebook, Threads, Twitter/X, LinkedIn & Pinterest?
The call to action/ link in bio that I use across social media is my daily newsletter (this one) called MrEmogical Notes.
If I’m telling my audience to click on the link in bio, I’m getting them to share their email address with me, and I’m gaining permission from them to stay connected with them in the long run.
Creating content for a brand collaboration and getting your audience to click on the link in bio after watching a video is good, but can you imagine the impact of reaching directly in your core target audience’s email inbox and giving them value?
At the end of the value, you can use the call to action to tell your audience about your brand collaboration.
While most creators online are feeling nervous thinking they will become irrelevant 3 quarters down the line, you my friend would have managed to expand your newsletter list by 2-3 times and your collaboration rates would be the top in your niche.
Start creating a newsletter and find ways to convert your “online followers” to your newsletter subscribers and see how your personal brand becomes the best in your area of expertise.
Your Thoughts!
As a content creator, do you have an email newsletter?
Do share your thoughts/ journey that you underwent to create (and grow) this newsletter list.
Share your learning, journey, episodes, challenges!
Let’s continue this conversation (or ask your questions about the post) in the comments below.
Keep Going Keep Growing 🚀
Have I earned your share?
Thank you for reading the full post. Since you read this till the end, it’s safe to assume you found value in the content.
Please consider sharing this post with your audience on social media. You may end up helping someone who’s struggling in their career/ business because they don’t understand the importance of building their personal brand.
I’m sure if you think hard, you will easily come with a few names who you know must read this.
Share this with them, help them and earn your blessings.
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Imagine a content creator who is doing "facepalm" gesture because of the mistake they're making with their content.”