You saw my posts where?!
We often discount the reach and effectiveness of our content, be it articles or LinkedIn posts or anything else. A previous article about LinkedIn lurkers explained the problem (or hidden opportunity) – the majority of people who see and read your content don’t interact or engage with it.
Instead, they quietly consume it and move on. Which brings me to this story.
On top of the world
Fellow The Content Stream founder Jewels Nistico reports that one of his business acquaintances was tackling Mount Kilimanjaro, which soars almost six kilometres into the sky above Tanzania.
This is a serious endeavour and needs full focus and attention. Beyond that, there is patchy reception and limited opportunities to charge your devices, so Jewels’ contact only turned his mobile phone on sporadically during the climb.
As the story goes, each time he turned the phone on and opened LinkedIn (as you do while climbing a mountain) Jewels came up in his feed with yet another post or article. In his own words, “I couldn’t believe it. As I trekked up the mountain, every time I looked at my phone, there you were in my feed!”.
What you never know is silently working for you
In this case, Jewels was told about the impact of his content because of the highly unlikely setting in which it was viewed. But most of us never get to hear stories like these, as they happen in more innocuous places like when people are taking a look at their phones in transit, in a boring meeting, at a coffee shop or while relaxing at home or on holidays.
But the impact is the same – people are seeing your stuff. They know what you are talking about. You are leaving an impression on them. Over time, they form a clear understanding of what you do and how it might be relevant for them.
Then one day, out of the blue, they reach out needing help.
Climbing your own mountains with content
It’s never one post, one article or one thought leadership piece that tips the scales. It’s the literal mountain of content you create over an extended period of time that delivers results.
But you have to start. And keep going. Each day you get a little further towards the summit. But you have to take the first step, then the second, then the third and so on. If you’re not sure how to start, or need some help with a map, we’re here for you.
Think of us like your content sherpa – always by your side, guiding you along the right path and sometimes helping carry you onwards and upwards, as you strive to reach the summit of B2B marketing success.
Trust us, the view, and the results, are well worth the effort when you get there.