"Scott has consistently been one of our top authors at the Content Marketing Institute. His posts are timely, fact-driven and almost always drive a high-level of discussion. Scott’s "21 Types of Content We Crave" infographic post on CMI was one of our most popular posts of the year!"
Joe Pulizzi, the founder of ContentMarketingInstitute.com - one of the leading thought leaders behind the content marketing and social media movement
I have 3 sons between the ages of 9 – 14 years old. Last year, AMC aired all of the old Jurassic Park movies and so I let them watch them.
And, of course, they loved them. (Come on! Dinosaurs, guns, and killing? It’s a formula for a movie boys would love!)
When they saw that Jurassic World was coming out they all set their hearts on seeing it.
I, on the other hand, wasn’t so sure I wanted to see it. I was thinking, “Can there be anything else that they can possibly do with this film franchise that would make it interesting?”
Well, Monday I found out.
Spontaneously, I decided to take the boys to see it.
And to my surprise, it was a REALLY great movie!
(It was funny, action-packed and had a creative twist to the formula they used in their past movies.)
What I didn’t realize was going to happen was that I would discover that the movie was being used as powerful content marketing for Mercedes.
The Two Groups of People Who Will Especially Want to Read This Post
I think you’ll want to keep reading this, because what I am going to share with you will be especially helpful for two groups of people:
1. People who don’t have the time or talent to create content
If you have ever thought, “I (or we) don’t have any time or ability to make great content,” then you’ll like what you’re about to read.
2. Content creators who need more income
If you have the time and talent to create awesome content, but you’re stuck trying to figure out how to make more money from your skills, then you’ll definitely want to keep reading.
Why I Believe that Jurassic World is Content Marketing for Mercedes
I need to start by saying that Jurassic World is FULL of product placements. A few of the products you’ll see in the movie are: Beats by Dre headphones, Starbucks, Brookstone and even Jimmy Buffett’s Margaritaville.
They even make a joke about all of the product placements in the movie itself!
As a Washington Post article pointed out, “The dinosaur park is strapped for funding and takes on corporate sponsors: Its star dinosaur exhibit becomes ‘Verizon Wireless Presents The Indominus Rex.’ A side character jokes they should have gone even further, naming a dinosaur ‘Pepsi-saurus.’”
But I think there is something different about the Mercedes relationship that goes BEYOND just regular product placement. Why?
Because it’s on the screen so much that it can almost be considered co-star.
In fact, they didn’t just feature one model of Mercedes car. I researched it and found out that ALL of the cars featured in the film were Mercedes cars!
Here are just two of the Mercedes models that they featured in the film:
The Mercedes GLE Coupe…
And they also featured the Mercedes-Benz AMG 6×6…
If you’re still doubting that Jurassic World is content marketing for Mercedes, then watch this video clip “Mercedes-Benz JURASSIC WORLD Making-Of”…
Did you catch what they said? The Mercedes GLE Coupe came out the same day as Jurassic World did!
The partnership continues the relationship between Universal and Mercedes-Benz, first forged in 1997’s The Lost World: Jurassic Park, when Mercedes introduced the M‑Class vehicle.
“We are delighted to have been able to support this epic action-adventure with our vehicles,” said Dr. Jens Thiemer, Head of Marketing Communications forMercedes-Benz Cars. “Our wide range of SUVs in particular fit perfectly with JURASSIC WORLD’s various requirements, with the focus on our new trendsetter, the GLE Coupé.”
And listen to what the producer for Jurassic World said…
“Unveiling the new GLE Coupé in JURASSIC WORLD was a natural fit as we continue our relationship with Mercedes,” said producer Frank Marshall. “Audiences will find that the vehicles featured in the film lend themselves perfectly as the transportation of choice in the fully functioning international theme park we have created at JURASSIC WORLD.”
The Content Marketing Lessons We Can Learn from Jurassic World
There are two powerful lessons that we can learn from this and they help solve the problems of the two groups of people I mentioned at the beginning of this post.
1. If you don’t have the time or talent to create great content, then partner with someone who does.
There are many great content creators and content marketers who are out there these days.
They not only have the time and talent to create the content you need, they are ALREADY creating content that could be used for promoting your company or its products or services.
If you have been held back from using top content creators in the past, because you didn’t have the budget to hire them to be a full-time part of your company, then now you have a different paradigm to use.
You don’t have to hire them and make them a full-time part of your on your team. You can instead just pay them to feature your product or service in a particular piece of content or series of content.
The key is to find someone who has already gathered an audience made up of the people you’re trying to sell to.
2. If you need a better (or additional) source of income as a content creator or content marketer, then look for companies you can approach who need exposure to your audience.
In the same way that there are many content creators and content marketers out there, there are also many, many companies who need great content that they can use to spread the word about their products or services.
If you haven’t been able to find, or haven’t wanted, a full-time job creating content for a company, then now you have another option.
You don’t have to find, or choose, a full-time position. You can now look for companies that you can forge asymbiotic relationshipwith.
The key is to figure out who wants access the audience you have gathered enough that they would be willing to pay to be put in front of them.
If the work you do has been for others, and you haven’t gathered your own audience, don’t worry. It could still work. How?
The company might still be interested in working with you, if they have gathered their own audience.
Now don’t get stuck thinking, “But I’m not a movie studio! How can this work for me? I am just a content marketer,” or “I’m not a car maker! I don’t have a product people will want to promote in their content.”
This content marketing relationship that Universal Pictures has with Mercedes is a model that has been used in many ways and in many forms.
MentalFloss.com even hasan articlethat shows how the classic kids’ book series Little Golden Booksused this same basic model with a book called Doctor Dan the Bandage Man and Johnson & Johnson Band-Aids.
If an animator, a chef, a band, and a book publisher can all use this model, then so can you.
You see, John is smart enough to realize that when it comes to content marketing the more hooks (or poles) in the water, the more fish!
The Content Marketing Principle John Uses: The more pieces of content that you put into the water, the more “fish” you have a chance to catch!
Why don’t more businesses think this way?
How Many Content Marketing “Hooks” Do You Have in the Water?
Somehow many businesses post up one blog post, one white paper, etc. and then expect that one piece of content to bring in all the prospects and customers that they’ll ever need.
And then, when they don’t see any results, they think content marketing is useless!
That’s like betting all your money on catching two fish on one hook.
Yeah, that’s not likely to happen.
Instead business owners need to think like a fisherman and like John Lee Dumas does. Many poles in the water increase the chance you’ll catch more (or at least some) fish.
How You Can Apply This “Many Poles in the Water” Principle
Now I am sure that by now some of you are thinking, “Well I don’t have time to podcast (blog, etc.) 7 days a week! I have a business to run!”
There are ways for you to follow this principle without having to write 7 days a week.
Here are two ways you can follow this principle without focusing all of your (or your staff’s) time on creating content.
1. Same bait different ponds
You need to realize that there are different sites that you can post your same content on. For example, a few months after you (or your team) post a blog post on your site, you can post the same post on LinkedIn.
That will allow a new group of people to get exposure to it. (I post old blog posts on LinkedIn and have gotten great exposure this way.)
Another thing you can do is have you (or your team) write a new post, but this time get it posted on some other website. Where? There are plenty of sites that are looking for content. You just need to look around.
Check your local newspaper websites and see if they’d like to republish one of your posts or have you (or your staff) write a new blog post for their site
Another thing you could do is search for other local businesses that have blogs. Look for businesses that sell to the same prospects, but offer non-competitive products or services. Then approach them and see if they’d like to republish one of your posts or have you (or your staff) write a new blog post for their site.
(NOTE: Your content needs to be good for any of this to work, but I am assuming that it is. Otherwise none of your content marketing will work anyway!)
2. Same pond different bait
You need to realize that some people are readers and others hate to read. Some people love to watch videos and others would rather read that same information.
Some people love podcasts and others don’t know what they are. That means that if you only provide your content in one format, then you are limiting who will consume it.
The people who hate reading will usually not read your blog posts. The people that prefer reading probably won’t watch your videos.
How do you create content for each of these types of people without taking too much of your time away from running your business?
One of the best ways to do that is by re-purposing content. You’ve heard of recycling right? Well, you can think of re-purposing content as recycling your content.
Here are some ideas for re-purposing your content:
Take a white paper and record a video about the same ideas.
Or you can take your white paper and use it to create an app. (You just take the knowledge you shared in your white paper and create a “how-to” app.)
(BONUS TIP: It’s best to add to, or change, your re-purposed content some. Why? So that the people who consume content in more than one format will still enjoy it, even if they consumed it in the original form.)
The Only Way to Build Momentum
To see momentum in any area of life takes repeated action.
To try something once is not much better than never trying it at all.
How many of you have seen any major results in your life from only doing something once?
You’re only going to see results from the things you focus on and keep doing!
It’s the same with content marketing.
I am not going to pretend that you aren’t going to have to create at least some additional content to see this principle really work. You will!
But if you apply the ideas I’ve given you in this post, then you’ll be able to maximize the content you do create and multiply its impact.
This will enable you to harness this principle without having to create as much content as other businesses.
But the truth is, once you start reeling in some more fish from harnessing this principle, you’ll be excited to put more poles in the water! You’llfinally understand the wisdom of John Lee Dumas’ 7-day-a-week podcasts.
Final Warning: Every top fisherman knows that if you don’t use the right bait, then you’ll never catch the fish you are hoping for.
This principle I’ve shared with you is based on the assumption that you understand the content your prospects are hungry for. You must know this in order for any of this to work!
(NOTE: This isn’t the only thing that John has done that’s helped him achieve such great success. But it is one of the key principles that he’s tapped into.)
Today I want to share something that I’ve never shared on this blog before.
After I reveal what it is, I will share with you about an often overlooked content marketing hack. It’s what I describe in my book51 Content Marketing Hacksas “Content Marketing Hack #37.”
Content Marketing Hack #37
Don’t neglect your “origin” or “genesis” story. This is one of the overlooked content forms that will help you to attract raving and dedicated fans.
Alright. Enough suspense.
Are you ready to hear what my secret is?
What I Have in Common With This Seemingly Unrelated List of People
Believe it or not, but I havesomething in common with this crazy, seemingly unrelated, list of people:
Leadership guru John Maxwell
Copy writing legend Claude Hopkins
Comedian Sam Kineson
Singer Al Green
Rapper MC Hammer
Can you guess what it is?
The thing I have in common is this: besides the content marketing and business related work that I do, – believe it or not – I am also a pastor.
(Yes, ALL of the people on the above list have been pastors or were studying to be in ministry.)
It was 27 years ago, when I was 19 years old, that I began working as a pastor and speaking to people on a regular basis.
For that reason, I became obsessed with figuring out how to communicate in a way that captures people’s attention, holds their interest, and explains my points in an eye-opening way.
Now, of course, in the ministry arena, I don’t believe the impact of my words is all dependent on me.
But I DO feel that what I am sharing is so important that I don’t want to be thebarrier to people understanding what I am trying to share.
I feel obligated to do my best to share things in way that people can understand and relate to.
And it is those lessons that I’ve learned over those 27 years that I bring into all of the content I create in the content marketing and business arena.
So how did I go from doing ministry to entering into the business arena?
Read on and I’ll explain it to you…
My Pivot into the Business Arena
A pivot that brought me into the business arena was when I put up a website in a small, music sub-genre and wanted to figure out how to build traffic.
It was 1999 andI began to read everything I could about marketing.
I read every online-guru there was in the late 90s, classic marketing book, or current marketing book I could get my hands on.
In the process I found out that I not only had an interest in marketing, but my mind was wired in that way.
I grew that small site to become probably one of the top five or so sites in that niche.
This was the “accidental” moment that sent me down the marketing and business path, which led me to content marketing.
I won’t share anymore of my story here, because I want to focus the rest of this post on the power of sharing your “genesis story” as a way to create raving fans, but if you’d like you can learn more of my story:
How the birth of my first child and living in Silicon Valley during the “Dot Com Boom” propelled me further into the marketing and business world
How I interviewed top experts for my first ebook
How I discovered I’d been using content marketing the whole time
How I later entered into the content marketing arena
I reveal all of these facts on these two podcasts I was interviewed on:
The part of the article that stuck out to me was this part where Bobby said…
“When The Food Network came along, I was like, ‘A 24-hour food channel? They’re going to run out of stuff in a week.’ They had no money to fly people in, so if you could get there by subway, you could get on a show. A lot of chefs didn’t want to do it. I’m like, ‘Well, you guys are missing the point, because every time I’m on TV, I’m gonna get people to understand that I own a restaurant, and I’m gonna put more asses in the seats.’ I came up with my own show ideas. I created Throwdown and Beat Bobby Flay.
“All those chefs have sent in their tapes since then. It makes perfect sense to market who you are and what you’re doing. Honestly, I still don’t think I’m very good at it. I don’t practice; I’m not acting. I just try to be myself as much as possible. Sometimes I’m good at being myself and sometimes I’m not.”
Why Bobby Flay’s Restaurants Are More Successful Than Other Great Chef’s Restaurants
Did you catch that? Read the part of the quote that I bolded again.
He didn’t just do a show on Food Network for the fun of it. He did it for the express purpose of promoting his restaurant and getting more people to come to it.
There are a lot of great chefs whose restaurants aren’t doing as well as Bobby Flay’s restaurants are.
What’s the difference? Why are Bobby’s restaurant’s doing so much better? Because Bobby has harnessed the power of content marketing.
In chapter 26 titled, “How Walt Disney Used Content Marketing to Launch and Finance Disneyland,” I tell how Walt Disney used a very similar strategy.
The Wonderful World of DisneyTV show (originally called Disneyland) was the thing that enabled Walt to raise the $17 million he needed to build Disneyland.
Not only that, but it was the vehicle that he used to promote the park before it was even opened.
If a restaurant owner and an animator can do this, so you can you. Especially when you remember this content marketing hack…
Content Marketing Hack #33
There are so many websites, publications, media outlets, and other organizations that are in continual need of content. They need it badly enough that some will even pay you for it. This is the ultimate hack. How incredible would it be to be paid to indirectly promote yourself or your business? Aim for that as your goal.
And even if they won’t pay you to create content, you still win. How? Because you still get to create content that promotes your business on other people’s channels.
It All Starts Here
As I said in my book… It all starts with you beginning to create content. You have to start. You have to begin writing or recording your ideas. Put them on a blog. Do something!
Until you start, it’s hard to get a chance to produce content for someone else. And if you never start, it’s going to be even more difficult to get paid for your content.
It takes practice to become good at anything and content creation is no different.
“According to the National Center for Biotechnology Information, the average attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. That’s one second less than the attention span of a goldfish. Research shows the decrease is due to an increase in “external stimuli.” In other words, the harder you try to stay ‘connected’ (checking Facebook, Twitter, LinkedIn, and Email); the less connected you actually become.”
Can you believe that most people have an attention span less than a goldfish?
Creativity and Breakthrough Are Only Accessible Through Attention
Let me just be real with you.
There is no way that you can come up with creative content marketing ideas, if you can’t focus for longer than a goldfish.
There is no way you can come up with solutions to the problems you’re facing in your life or your business, if you can’t focus for more than 8 seconds.
And there is no way you’ll come up with breakthroughs for your life or business, if you can’t focus long enough for someone to count slowly to 10.
Let me ask you this…
How are you doing these days when it comes to focusing on the things that really matter in your life?
Our Problem Isn’t a Time Management One
It’s the thing that we’re all chasing after, but I’ve become convinced that we’re chasing after the wrong thing.
Our problem is NOT with time management.
Our problem is with ATTENTION Management.
The tools, luxuries, and benefits of our modern lives, that were supposed to add to our lives, have ended up distracting us from the important things in life.
It’s not our time that we need to manage better. It’s our attention.
What Has to Change
Life is so busy, so distracting that there is no way that we can be alert if we don’t do something differently.
But what is it that we have to do differently?
What has to change?
We have to make time to do these three things:
To think about our life, our business, and our problems
To process where we’re at, where we’re headed, and if it’s where we want to go
To be watchful for opportunities, looming problems, and the needs that are around us
Creativity and breakthrough will never happen if you don’t create space to do these three things.
It won’t happen if things don’t change.
So what are you going to do about this?
P.S. I discovered three keys that can help you to seize back some of your time and gain back your ability to focus. They can help to carve out space in your day to do the three things above. They’re what the greats throughout history have used to help them achieve so much.
I recorded these keys and am calling them The 3 Keys to Increased Focus, Efficiency, and Creativity. I offered this recording for sale last year for $56. You can now get the recording for FREE when you buy my new book called51 Content Marketing Hacks.
In the above article, I quote the marketing legend Eugene Schwartz who said, “This is the copy writer’s task: not to create this mass desire—but to channel and direct it.”
Don’t miss that, because it’s so powerful.
You can’t make anyone want something they don’t desire. You can only channel the desires they already have.
That’s all Eugene Schwartz did and his results made millions of dollars for his clients and made him a highly in demand copywriter.
If you’re having problems with the effectiveness of your work, I guarantee that the root of your problem has something to do with this.
What to Do About This
Look at your current content marketing, marketing, and copy writing and ask yourself these two questions:
1. Am I focusing the majority of my time on people who already want what I am offering or on people I have to convince to want what I am offering?
2. What desires do my prospects already have that I can focus on channeling to my product or service?
At the end of chapter 34, I share this content marketing hack that you should keep in mind.
CONTENT MARKETING HACK #40: If you are trying to build a business, it’s a “fool’s game” to create content for people who can’t purchase from you. All of the content you create must be designed to attract and help a hungry crowd that has money.
After you ask yourself these two questions, you now need to begin to focus on two simple things:
1. The people who already want what you are offering
P.P.S. If you need more ways to correctly think about your content marketing and more ways to make it more effective, then you should take a look at my book 51 Content Marketing Hacks.It contains 48 examples and 51 hacks that will give you more confidence and results from your content marketing. It now has nine, 5-star reviews – including one from legendary marketing master Al Ries.