Hi listeners! I decided to post this quick raw TikTok video on the podcast as a BONUS episode (I posted it on LinkedIn with more info/commentary on what I'm thinking about for my podcast strategy for next year if you wanna check it out). 

This is going to hit close to home for many startups that are running the content creation engine. How does our content tie back to business results? It should.

To create demand you need to create content. But just because you're creating content doesn't mean you're creating demand. Companies fall into this trap - they're creating content and so they check the content marketing box. And then someone goes "wait, the content isn't doing anything. It's not working" (or maybe nobody says anything and they just keep rolling with the content production, yikes).

So here's me thinking out loud.

My podcast is doing well - after 2 years (happy anniversary today!!) listenership continues to grow 100%+ YoY. Most episodes get 100-200 plays with the top episodes getting 300+ plays. I've also got a great sponsor. I'm getting a lot of positive feedback that people are enjoying the material and like listening to episodes regularly.

But just because I created a podcast and invite amazing guests onto the show and people love it and it’s growing doesn’t mean I’m creating demand for my offerings. It's really hard for someone listening to make the connection and go "I need HER help."

Why?

Because there's this thing called status quo + other marketing consultants out there. Also I never really talk about how I help my clients, it's just not really the type of content I share on the show. You can visit my website for that kinda thing (just built a new landing page called "Love" it's like a customer love wall).

A few weeks ago I thought "in order to monetize the podcast beyond sponsors, just include an ad about my offerings."

Yea maybe. But that's not going to work because people listening (startup founders, startup marketers) don't think they need what I offer. Because I'm not creating any demand.

Now we've come back full circle: How can your content create demand? What should I be doing differently?

Here's what I think I’m missing:

Sharing a strong POV. A strategic narrative. Old way to New way. Unique expertise on a specific topic. Obvious + non-obvious insights.

OK, I do some of that, I give myself some credit! But not enough to where it feels like MY thing.

And so I got to thinking. What's MY thing? Well, that's what I'm figuring out these next few weeks as I plan for 2023.

This episode is sponsored by UMSO, the website builder for startups. Visit umso.com/MSM to learn more and use the code MSM20 for a 20% discount on your first three months.

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And whenever you’re ready, there are 3 ways I can help you:

1. Startup marketing strategy, execution and advising (25+ happy clients and mentees) >> www.furmanovmarketing.com

2. GTM bootcamp for EdTech Founders (sign up for the next cohort) >> https://gofuelsales.com/edtech-bootcamp/

3. Sponsor my Top 10% podcast and get startup founders, marketers and VCs hearing about your brand

You can also find me hanging out on LinkedIn every single week: www.linkedin.com/in/annafurmanov