[A black and white photograph of a black woman quickly bending over in a store to grab something she needs. She is wearing high-rise shorts and a light colored top. The Content Direction Agency logo is faded out in the bottom right corner. Along the top is a red banner that says, “The vital ingredient we’re missing to create to quality content.”]

I often talk about the benefits of high quality content over a high quantity of content.

But what we don’t always talk about is the time it can take to craft high quality content.

And I’m actually not even talking about the time to write the blog post, record the podcast, shoot the video, or take the perfect IG selfie.

Because of course you can outsource the actual content creation with a service like ours — but the reality is that if you’re truly creating leadership marketing content, you still have to generate the ideas.

But when you’re busy working…

[“The Unbearable FOMO of Clubhouse” in red distressed font is overlaid a faded definition of FOMO (the fear of missing out). In the bottom right corner is The Content Direction Agency’s logo.]

I’m still trying to figure out the lure of Clubhouse, the newest social media app to take the zeitgeist by storm, and so far, what I’ve come up with, is FOMO.

Now, please don’t get me wrong, I’m seeing people I admire and trust extolling the virtues of Clubhouse: that they’re able to listen to people they’d otherwise have to pay to access, that they’re making great connections, that there’s a certain diversity and diverse conversations that are missing from other channels, that the conversations are 🔥.

If you’re in that crowd, good for you! Keep getting value out of…

[Image Description] A black and white image of a vintage typewriter on a desk next to a stack of books. On the typewriter is a fern frond. “How to Make List Building Less Exhausting” is superimposed over the image.

I witnessed a conversation happening between two dear friends of mine recently. Both are coaches and course creators, and both were just finishing up launches of their latest things. One lamented that she was seeing a lot of unsubscribes lately and the other agreed.

“It’s reminding me that list building needs to be an ongoing thing and that feels exhausting.”

“It does feel exhausting. Like yet another thing I need to do when there are already too many things to do.”

There are 3 phases of business for most coaches and course creators:

  1. List Building & Nurturing
  2. Launching / Selling

At an event I attended recently, Greg Hickman shared what he called a Growth Ladder. It’s basically a chart of the problems, areas of focus, and team size for businesses at different levels.

What I found most interesting about this chart was seeing how certain marketing services fit in at different levels of business. So often, I see businesses trying to jump ahead in complexity in their marketing efforts unnecessarily.

For example, I was working with a new business recently on their home page copy, and the first and largest call to action was to download their lead magnet. But…

I’ve been hearing whispers lately in the internet marketing space…

People don’t want to say it out loud, but they’re whispering to each other that their launches aren’t going as well as they’d planned… Their webinars aren’t converting the way they used to… Their ad costs have gone way up and conversion rates have gone down…

In short, what used to work for them in their content marketing isn’t working any more — or, isn’t working the way it used to.

Beneath those whispers, there’s a fear that somehow the well is drying up. A fear that some kind of…

Here are the cold hard facts:

Most small businesses aren’t using their email newsletter to their best advantage.

If we take a stroll down memory lane, we might remember that way back in the dear dead days of early websites and blogging, email newsletters — and blogs themselves — were a novelty. We were excited to sign up to hear from businesses and people we wanted to engage with.

Then, automation and marketing tactics took over. Suddenly, we’ve reached a place of serious email overwhelm. Many businesses require an email address to interact with them, and then take advantage of…

Freebies are dead. Long-live the freebie?

My mind has been focused a lot lately on how to attract and entice higher-end businesses to my business. And over the past year, it’s become exceedingly clear that the tactics I used to market to business owners for my DIY course and products were not going to work to attract bigger businesses.

But why?

In early 2017, my operations gal and I decided to run a reengagement campaign, clean my email list of people who were no longer engaged, and then survey the remaining people on my list about what they were interested in.

We did this because I…

I am naturally a teacher.

I like to share what I know. I like to help people. It’s in my nature.

So it’s no surprise that I’ve written a LOT of how-to posts on my business blog and on my other blogs in my life. A. Lot.

For a while, that was the prevailing wisdom in blogging-land: Share your knowledge, be the expert, be useful, and people will want to come to your site, will want to read what you have to say.

That’s still true. To some extent.

What that advice didn’t take into account, however, is who you…

There are few constants on the internet…

…but a few things you can know for sure. Today, I’m going to pull an Oprah on you and tell you ten things I know for sure about Internet marketing:

1. Mass marketing is on a downward trend — personalization is in.

Companies that have been around for a while — I’m talking your Coca-Colas and your Procters and Gamble — have long relied on mass marketing to promote their businesses, mainly advertising. Newspaper ads and coupons, TV ads, radio ads, product placement in TV and movies, and so on were the reliable standard for decades. But they’re becoming less reliable and less universal. …

Like the Fonz on waterskis, your marketing may be getting a little desperate…

I don’t like scary things.

My dad and my sister loved scary movies, roller coasters, haunted houses — but not me. Ask my husband about the time he tricked me into riding the Indiana Jones ride at Disneyland. (I kept my eyes tight shut the entire time!)

But last year I got sucked into watching Stranger Things on Netflix. It started out as more of a mystery than a horror, and it’s not super gross and gory, so I got sucked in. But I did find myself getting more and more anxious as the episodes got more scary and the…

Lacy Boggs

What if you didn’t have to worry about your content EVER again? Content marketing strategy and implementation to make that dream reality. lacyboggs.com

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