Why Your Ideal Client Isn't Reading Your Blog

There's a version of content marketing that looks productive but barely moves the needle.

Writing articles, publishing posts, maintaining a blog that your target clients scroll past without stopping.

This isn't a knock on writing. Writing has its place. But there's a specific job that written content has a hard time doing, no matter how good it is.

It's harder to make someone feel like they know you.

Think about the last time you read a blog post and thought, I need to work with this person. But podcasts? As a more intimate medium, they build connection faster.

And the reason is neuroscience, not opinion.

When you read someone's words your brain processes information. When you hear their voice your brain processes a person.

The tone, the pacing, the moment they pause before saying something they clearly believe deeply.

This is why a client I work with blogged for six years, never got a client from it, launched a podcast and converted a client within months. The expertise was the same. The format was different. And the format changed everything.

The good news is you don't have to choose. Start with the podcast. Let the transcript become your blog. You get the trust building power of audio and the SEO benefit of written content from a single recording session.

And at StoryTrust Media, that's what we call a content engine!

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