If you've ever been in the path of a tornado, you know how powerful they can be.
It's one of Mother Nature's most destructive forces, and the sight of that funnel cloud can strike the fear of God into the heart of the bravest cowboy.
But one of the scariest things about tornadoes is their rarity and their unpredictability.
You never know where or when one is going to show up.
You don't know how long it'll stick around.
You have no idea how strong it will be, what direction it's going to move, or whether it's going to destroy your trailer or Aunt Jessie's next door.
You just don't know.
The Content Marketing Tornado
Please, don't create a Content Marketing Tornado.
If you have something worth saying, and a target audience who wants to hear it, then give them the courtesy of being consistent and professional.
Don't come out of a blue sky with a 300 page e-book touting yourself as the world's #1 expert on organic green tea farming, blitz the heck out of the social media channels with ads for your book, and then disappear just as quickly.
While you're sitting home, shaking your head and wondering why no one bought your book, the rest of the world's green tea lovers are wondering just what the heck all that was about!
They didn't know you, they didn't like you, they certainly didn't trust you. And buying your book was not a priority.
You blew in like a tornado, hopped around in their trailer park, did some damage, then disappeared.
And good riddance.