"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

Can Your Prospects “Hear” Your Content Over All the Commotion in Their Lives?

Posted by on Jul 31, 2015 in Business Tips, Content Creation Tips, Content Marketing | 0 comments

I came across a great story about Cecil B. DeMille, one of the great movie makers of the early years in Hollywood.

And this story reveals a problem that all of us have.

It’s the problem we have with communicating to our prospects in a way that they actually “hear” us.

Listen to the story and then I’ll explain…


The Hard Lesson the Founding Father of Hollywood Had to Learn

Cecil B. DeMille is acknowledged as a founding father of the Hollywood film industry, the most commercially successful producer-director in cinema history.

Between 1913 and 1956, he made 70 features, both silent and sound films.

Some of his blockbuster were:

  • The Ten Commadments
  • The King of Kings
  • The Greatest Show on Earth
  • And many, many others

Once DeMille was making one of his great epic movies.

He had six cameras at different spots who were ready to catch the overall action.

He had five other cameras set up to film plot developments involving the major characters.

To say this was a serious undertaking would be an understatement.

The large cast had been rehearsing their scene since 6 a.m.

They went through the scene four times and it was now late afternoon.

The sun was setting and there was just enough light to get the shot done.

That is when DeMille looked over the whole large set and saw that everything was perfect.

That’s when he gave the command, “Action!”

That simple, forceful command set off a chain of events:

  •  100 extras charged up the hill.
  • Another hundred came storming down the same hill to do mock battle.
  • In another location, Roman centurions lashed and shouted at two hundred slaves who labored to move a huge stone monument toward its resting place.
  • Meanwhile the main characters acted out, in close-up, their reactions to the battle on the hill.

The only thing that might have seemed wrong to you was that their words were drowned out by the noise around them.

But, that was ok. DeMille had planned for this.

The dialogue would be dubbed in later.

The whole scene took fifteen minutes to complete.

When it was finally over, DeMille yelled, “Cut!

He then turned to his assistant and with a smile said, “That was great!

The assistant yelled back, “It was, C.B.! It was fantastic! Everything went off perfectly!”

Enormously pleased, DeMille then turned to face the head of his camera crew.

He wanted to find out if all of the cameras had picked up what they had been assigned to film.

With anticipation, DeMille waved to the camera crew supervisor.

And from the top of the hill, the camera supervisor waved back.

He then raised his megaphone, and called out, “Ready when you are, C.B.!”   

In the midst of all of that commotion, he and his crew had missed DeMille’s cue and missed the whole scene!


The 2 Requirements for Effective Communication

DeMille had to learn this hard lesson: just because you’re yelling out something to someone, it doesn’t mean you are actually communicating.

Communication only takes place when you have two things:

1. Someone speaking

2. Someone listening

Many businesses who are attempting to use content marketing don’t seem to have learned this lesson yet.

They still think that just because their shouting out their content at the top of their lungs that results should be happening.


Content Marketing Monologues?

“Most conversations are simply monologues delivered in the presence of a witness.”  – Margaret Millar 

The noise of this world is too loud for you to assume that your prospects are listening to you.

You have to ensure that they hear you.

To do that you must start by asking yourself:

“Is our content marketing a monologue? Or is it a dialogue?”

The world your prospects live in is too noisy to pay attention to everyone who is calling out to them.

If they tried to do that, they’d go crazy!

You’ve got to realize that they aren’t waiting around listening for you.

They are looking for answers to their questions.

They are tuning out all the screams from your competitors and they are scanning the “airwaves” for people who are providing the answers they want and need.

Those are the type of messages that they will hear above the roar of this loud world.


You need to realize this important truth…

Powerful content marketing is built on a dialogue.

It starts with listening and then moves to speaking aka creating content.
(Most content marketers skip the first part and move straight to the second step.)


Let’s be real.

To create content that no one ever “hears” (or wants to “hear”) is a waste of time.

It’s not something that I want to do and I don’t think you do either.

But to create content that comes through loud and clear – above the noise of life – that is the beginning of a very profitable endeavor.

I’d gladly spend my time doing this any and every day.

I’ll be honest with you, to create content that is “heard” by your prospects is not an easy task.

But it is a simple one.

It comes down simply to this: Create content that answers the questions that your prospects have.

If you can learn to do this effectively, then your prospects will tune into your channel and rip the knob off.


Photo from SensesofCinema.com


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The Law of the Tool: Why Some Struggle So Much with Their Content Marketing

Posted by on Jul 10, 2015 in Content Marketing | 0 comments

question directed content marketing


The Reason I Am So Lame at Fixing Things

My dad was carpenter. He could build anything.

Not only was he good at building things., but he was also good at fixing cars.

These things made my dad the ultimate handyman.

Well, I guess those types of things aren’t something that can be passed on from a parent to their kid, because the sad fact is I am am UNhandyman.

I am just not good at fixing things or building things.

But it’s not just that.

I don’t even like doing these things!

When something breaks around my house, I need to either hire someone or ask a friend to come help me fix something.

And whenever I watch these people fix things, I am always amazed at how effectively and efficiently they can get things done.


Do you know why they are so much better at fixing things than I am?

One of the reasons is, because they have different tools than I do.

And because they have different tools, then they can do more than I can.

But there’s another reason.

Even if they happen to use the same tool that I actually have, they are still more effective than I am.

Why? It’s because they know how to use the tool in a way I don’t.

They have more experience using it.

For these simple reasons, they’re able to accomplish more than I can and do those things much more effectively.


The Real Truth About Tools

I’ve been thinking about these things and I’ve come to realize a very important truth about tools.

The truth is this: A tool is only as effective as the person using it.

If the person understands the tool and has experience with it, then they can accomplish amazing things.

If the person doesn’t understand how the tool works best, or they don’t have any experience using it, then they can’t accomplish very much.

I call this “The Law of the Tool.”


The Law of the Tool: Why Some Struggle So Much with Content Marketing

Because of my inability to effectively use a drill I could declare to you, “Drills are horrible tools!

But would you believe me and think that drills were horrible tools? No!

You would know that the problem doesn’t lie in the tool I am using.

The problem lies in the person trying to use it! 

I think this is the reason that some businesses and companies struggle so much to see their content marketing produce any worthwhile results.

It’s not that anything is wrong with the tool itself.

The problem is with the person (or team) using it.

The problem is that they don’t really understand the tool and/or they don’t have enough experience with it.

So before you toss out this tool called “content marketing,” because you believe it’s worthless, I would encourage you to learn more about the real purpose for content marketing and the best mindset and methods for using it.

That might be all it takes for you to see completely different results compared to the ones you’ve been getting from it.


Speaking of understanding the real purpose and using the best techniques, I have come up a new way to think of content marketing that I believe can really help business to answer these questions:

  • Why isn’t content marketing working for my company?
  • What are we doing wrong with our content marketing?
  • What is content marketing really all about anyway?

This new way to think about content marketing is something I am calling “Question Directed Content Marketing”.

Question Directed Content Marketing

I’ve put together a free video 12 minute video that explains a new way of thinking about the basic core purpose for all of the content you create.

In this video, you’ll discover:

  • The common quest we all are on
  • How the internet has changed that quest
  • How this creates an unprecedented opportunity for businesses
  • A new mindset and paradigm that will help you to begin using content marketing in a more effective way.
  • The 4 powerful things that will happen when you use it in this way
  • The common mistakes most businesses make with their content marketing
  • And finally you’ll discover how to begin creating content that will allow you to stand out from your competitors

If you’d like to watch this video, then all you have to do is sign-up below.

You can be watching it in just minutes from now…



Photo by 96dpi

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166 Year Old Bakery Reveals How to Consistently Produce Effective Content Marketing

Posted by on Jul 1, 2015 in Content Creation Tips, Content Marketing | 0 comments

boudin bakery fisherman's warf

The Surprising Lesson From a Bakery

We recently had some friends visiting San Francisco from Washington, DC, so we went up to spend time with them.

We saw a lot of things I haven’t seen, even though I’d lived 30-40 minutes from San Francisco for most of my life.

One of the places we saw was the Boudin Bakery on Fisherman’s Wharf.

While we were there I learned some interesting things about the bakery that I didn’t know.

And in the process, I learned some important lessons that apply to content marketing.

Here are some of the things that I learned:

  • Boudin Bakery was started in 1849 by a French baker named Isadore Boudin.
  • He came to San Francisco and started his bakery in North Beach because of the Gold Rush population boom that had happened the year before.
  • It is the oldest bakery in the West.
  • It’s one of the oldest businesses in San Francisco.
  • He used a traditional European technique of capturing natural yeast found in the air for his “mother dough”.
  • They still use the same “mother dough” to this day!


The 166-Year-Old “Mother Dough”

boundin bakery and mother dough

Did you hear what I said?

Boudin still uses the same “Mother Dough” that they first used back in 1849.

Isidore captured the original yeast from the air 166 years ago and he was happy with it. It produced a flavor in the bread that was pleasing to him.

So instead of trying to capture the yeast again and trying to duplicate it, he did what bakers have done for thousands of years: he kept part of that original “mother dough” to use in the next batch.

That is how Boudin Bakery has continued to produce consistently delicious bread for all these years!

They don’t start completely from “scratch” with each new batch.

They always begin with a part of Isidore Boudin’s original dough.

The original dough is replenished daily with flour and water, so that the strains of yeast that he captured way back in the 1800s can continue to survive and can be used to make another loaf of bread today and tomorrow.


The Secret of Today’s Publishing Empires

Effective content marketing comes from two things.

It comes from using a powerful content marketing strategy and from utilizing great content.

What you need to realize is that people who produce great content and harness effective content marketing strategies hardly ever start from “scratch.”

They almost always have some sort of “mother dough” that they use as a “starter”.

Content Marketing Strategies

The “secret” of many of today’s publishing empires such as: HuffingtonPost.com, Mashable.com, ContentMarketingInstitute.com, CopyBlogger.com, and SocialMediaExaminer.com is that they are all using the same content marketing strategy based on the same “mother dough”. 

What do I mean?

They all began by using a portion of a content strategy “mother dough” that has been used for 214 years.

What is the strategy? It’s amazingly simple, but powerful

The basic strategy is made up of just two steps:

1. Create a content channel for your target market.

2. Invite leading authorities to create content for you.

(Want to learn more? I go into much more detail about this here and explain how I discovered this same strategy was used to establish a bookstore in France that began using the strategy way back in 1801.)


How to Unleash Your Content Marketing Creativity

But you need to understand that this doesn’t just apply to content marketing strategy.

It also applies to content marketing creativity.

That means that if you want to come up with new ideas for your content marketing, you don’t have to try to come up with them out of the blue.

Great Content

Let me explain by sharing with you a practice that copywriters have been using for decades.

Years and years ago copywriters learned a powerful secret to creativity.

Instead of starting from scratch every time they wrote an new ad, they discovered that it was better to use a previously written successful ad and use it for inspiration and ideas.

They created what became known as a “swipe file,” which was a file of copywriting that had already proven to be effective.

They would look over the samples that they gathered in this swipe file and use them to unlock ideas and inspiration for any and all new copywriting ideas.

(Want to learn more? I go into much more detail about this creativity secret here and I explain four ways to gain new ideas and insights for your content marketing.)

What I am trying to get you to see is that the way to come up with the best content marketing ideas is not to start from scratch every single time.

The best way to come up with content marketing ideas is to use some sort of “Content Marketing Swipe File” as your “mother dough.”


The Way That Leads to Effective and Consistent Results

The Boudin Bakery has successfully produced amazing sourdough bread for 166 years, because they use the same “mother dough” that produced the first amazing loaf.

If you want to produce effective content marketing, then you must do the same thing.

Don’t start completely from “scratch”. That’s too risky. 

Instead use a portion of the “mother dough” from a strategy or idea that has already proven itself to be effective.

Then add your own ingredients and twists to it.

That is how you consistently produce great content marketing.

Photos from BoundinBakery.com


My Latest Posts on RecessionSolution.com and Other Sites

– REMEMBER: No Matter How Crazy Life Is… These Are The Good Ol’ Days! (RecessionSolution.com)

– Could Building a “Content Network” Take Your Content to the Next Level?  (My Post on LinkedIn)

– This Content Marketing Principle Is Proven To Succeed (Guest Post on Curatti.com)


A Few Ways to Work with Me


Free “Business Breakthrough” Session: Breakthrough the Main Challenge Sabotaging Your Business Right Now


Free “Content Marketing Kick-Start” Session: How to Get Started Harnessing the Power of Content Marketing for Your Business



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REMEMBER: No Matter How Crazy Life Is… These Are The Good Ol’ Days!

Posted by on Jun 25, 2015 in Content Creation Tips, Content Marketing | 0 comments

time management

I hope your summer is going well so far. 

Summer is in full swing at my house.

And that means chaos.


Well, two reasons:

  1. We have 3 sons ages 9 – 14 years old
  2. Both my wife and I work from home

That means there’s a lot of juggling between my wife and I between who is “holding down the fort” while working and who gets to just focus on working.

It’s a challenge, but I wouldn’t change it for the world.

In fact, when things are especially crazy I try to remind my wife (and myself) of this truth, “These are the ‘good ol days!'”

One day we will look back on these days with fondness and wish that we could return to them.

One day my wife and I will want to go back to:

  • When the boys were still this age
  • When we were younger 
  • When we had the freedom to work from home and be around them so much

What all seems chaotic now will one day be missed!

My point for you is this…

I hope that no matter how chaotic your life is right now that you remember this truth: these ARE the good ol’ days!


Today, I wanted to share links to two posts that ask this important question:

Who is waiting around anxiously awaiting for your content?

How (and if) you can answer that question will make all the difference in the effectiveness of your content creation and content marketing.

Here is the first post that you should read…

The One Content Marketing Question You Need to Ask (That May Scare You) by Michele Linn – ContentMarketingInstitute.com

While this comment may seem problematic, I can’t think of a better compliment. Someone is missing the content we are publishing.

Today’s post is a short but important one.

How would you answer this question?

Would anyone miss your content if you did not publish it?

Read the rest of Michele’s post here.


The next post is one that I wrote yesterday and it reveals three ways that you can tap into “content anticipation” like Michelle talks about in the post above.


The 3 Content Forces You Need to Tap Into to Create Highly Anticipated Content – BayBusinessHelp.com

The Importance of Highly Anticipated Content

Three years ago, I came up with an idea that I ended up calling “21 Types of Content We Crave“.

I ended up getting an infographic created that listed the different kinds of content we all want to consume.

I then submitted it to ContentMarketingInstitute.com to see if they’d want to post it and they did. And I am glad I did!

Because they have a huge audience, it ended up being shared thousands of times and generated 102 comments on their site before they closed off the comments.

Anyway, the cool thing is that it was mentioned as a part yesterday’s post on ContentMarketingInstitute.com called The One Content Marketing Question You Need to Ask” by Michele Linn.

I mention this because I think that Michele brings up an important concept that we all should consider.

It’s a concept called “content anticipation“.

The way that Michele applies the concept, it means creating content that people are so excited about, so interested in, that they can’t wait to receive more of it.

I think there are three content forces you can tap into that will help you to create content that’s highly anticipated.

Let me go over each one for you…

Read the rest of my post here.


That’s it for today.

Enjoy the good ol days!

Photo by epSos.de


My Latest Posts on RecessionSolution.com and Other Sites

– Content Marketing Sighting: Jurassic World Wants You to Buy a Mercedes (RecessionSolution.com)

– The Legendary Violinist and the Surprising Reason You Should Delegate (My Post on LinkedIn)

 This Is the Real Secret to Unleash Your Content Marketing Creativity (Guest Post on B2BMarketingInsider.com)

– The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success (RecessionSolution.com)


A Few Ways to Work with Me


Free “Business Breakthrough” Session: Breakthrough the Main Challenge Sabotaging Your Business Right Now


Free “Content Marketing Kick-Start” Session: How to Get Started Harnessing the Power of Content Marketing for Your Business




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Content Marketing Sighting: Jurassic World Wants You to Buy a Mercedes

Posted by on Jun 17, 2015 in Content Creation Tips, Content Marketing | 0 comments

Jurassic World is content marketing for Mercedes



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.

jurassic world

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, StarbucksBrookstone 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

Mercedes in Jurassic World

And they also featured the Mercedes-Benz AMG 6×6

Mercedes G63 6X6 in Jurassic World

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!

Not only that, but look at what I just found on the Mercedes website itself…

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 a symbiotic relationship with.

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.

Walt Disney himself, TV-chef Martin “Yan Can Cook” Yan, and even the band OK Go all used this model.

MentalFloss.com even has an article that shows how the classic kids’ book series Little Golden Books used 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 are only limited by your creativity!


Two Recent Posts

The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success

The Ignored Content Marketing Hack: Using Your “Genesis Story” to Create Raving Fans

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The Content Marketing Principle Top Podcaster John Lee Dumas Has Used to Achieve Success

Posted by on Jun 2, 2015 in Content Creation Tips, Content Marketing | 1 comment


The Unbelievable Surprise on My Hook

I never expected it to happen, but it did.

It was a warm day in Alabama and I was fishing with my dad at a lake.

We both had a line in the water and we were waiting for a bite.

When all of a sudden it happened. My bobber started bobbing! 

I grabbed the pole and pulled hard.

Then I started reeling in the line.

When I got it in we found out that I had a pretty good size trout on the line.

For a 10-year-old, that was good in and of itself. I was happy.

And that’s when we discovered the unbelievable thing that had happened.


As we pulled the trout off of the hook, we found a small minnow on my hook.

When my Dad saw it he said, “Wait a minute. You used a worm right?” I said, “Yeah! I did.”

He then took the minnow off the hook.

And what did we find? A worm!

The minnow had taken the worm and then the trout chomped down on the minnow.

I couldn’t believe it! I had caught two fish one hook!

This a true story, but I’ll be really honest with you.

I have never done this again. And I probably never will.

I tell you that story because the best way to catch multiple fish has a lot in common with the best way to see multiplied results from your content marketing.


The Best Way to Catch More Than One Fish at a Time

I would never try to suggest to anyone else that if they’d like to catch two fish that they should try using one hook.

If someone really wanted to catch more than one fish at the same relative time, then I’d recommend:

  1. Using two hooks on the same line (See #6 here).
  2. Or better yet, I’d suggest using more than one pole. 

These ways are all much more effective than trying to catch multiple fish on one hook. They all work better because you have more than one place (or chance) to catch a fish.

Why don’t we think this way when we create content marketing?

john lee dumas podcast,

How Podcaster John Lee Dumas Uses Content Marketing

On Paul Colligan’s Podcast Report – Episode #40, I heard him mention John Lee Dumas’ 7-day a week podcast called “Entrepreneur on Fire“.

Paul said that he once asked John about his reason for doing his podcast so many days a week.

John told him that by posting a new episode 7 days a week, it gave people 7 opportunities to share his content.

Did you catch that?

John has 7 “poles” in the water! 

In case you haven’t realized it, John’s extremely successful podcast isn’t just designed to help you.

It’s content marketing! Now don’t get me wrong.

It’s full of awesome, powerful, and even helpful content that his listeners gobble up (and share).

But it’s content that’s meant to lead people to buy the products that will help them achieve their goals.

Here are some of the products that John offers:

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.

There are many places you can look online:

  • Look for websites that accept guest posts (Peter Sandeen and EffectiveInboundMarketing.com both have great lists of sites that accept guest posts.)
  • 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 blog post and record it into audio format.
  • Take a bunch of blog posts and compile them into a book. (That’s what I did with my book “51 Content Marketing Hacks”.)
  • 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’ll finally 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.)


Other Related Posts That I’ve Written

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The Ignored Content Marketing Hack: Using Your “Genesis Story” to Create Raving Fans

Posted by on Apr 13, 2015 in Content Creation Tips, Content Marketing, Podcasts | 0 comments

content marketing hack: use genesis story to create raving fans

A Secret You Probably Don’t Know About Me

Today I am going to finally reveal a part of my backstory that some of you have never heard before.

In past posts, I have started to reveal my own “genesis story” here on my blog.  

If you haven’t read them before, then you can read some of my “behind-the-scenes” personal story in these posts:

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 book 51 Content Marketing Hacks as “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 have something 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 the barrier 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 and I 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:

My interview on the “Relaunch” podcast (4/9/15) – A shorter version of my story: (26 minutes)

My interview on the “Published and Profitable” podcast (2/28/15) – A longer, more detailed, version of my story: (84 minutes)

*NOTE: The background noise at beginning will stop at 9:25 and that’s where I begin the story you haven’t read.

How Your “Genesis Story” Allows You to Stand Out from Your Competition

In 51 Content Marketing Hacks, I share why your “genesis story” is so important…

One of the most powerful ways you can stand out from your competition is by revealing your ‘genesis story.’  Many of us try to hide, or downplay, our ‘genesis story.’  

We think it’s not important.  But that’s completely wrong!

Your story (and or your business origin story) is what makes you unique.

Many of the greatest companies in existence have had their “genesis story” told to the public and it’s caused them stand out from the rest.

Don’t believe me?  Here are some examples of modern companies who have genesis stories we all know:

  • Apple
  • Facebook
  • Google

Their “genesis story” has brought them attention and made their companies standout.


What You Should Reveal in Your “Genesis Story”

You can include anything you’d like, but here are some ideas to get you started:

  • Interesting facts about your childhood or early years of life
  • How you got involved in your industry
  • How your business got started
  • Why you started it
  • Personal or business-related accomplishments

The Most Important Content in Your Content Marketing Arsenal

Your personal story and your business story could be some of the most important content you have in your arsenal.

Stop keeping it to yourself.
Start sharing it proudly.

Sure, some people might be pushed away from hearing your story, but who cares? They’re not the people who would have done much for your business anyway.

Because there are others who will:

  • Hear your story
  • Fall in love with it
  • Bond with it
  • And best of all, spread it

And, honestly, they are the only prospects and customers that really matter.

You might feel it’s a risk to share your “genesis story”, but the real truth is that it’s a greater risk NOT to share it.


Photo by Ali Brohi

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