A Secret You Probably Don’t Know About Me Today I am going to finally reveal a part of my backstory that some...
I was reading an article about Bobby Flay on Inc.com the other day and I came across an interesting comment that he...
In an article called How to Build Billionaire Habits by Nick Papple I just came across a statistic that’s...
In chapter 34 of my new book, 51 Content Marketing Hacks, I share something that I’ve been powerfully...
Content Marketing on Discovery Channel On Thursday, December 4th, my family and I were flipping through the channels...
My Latest Post My latest post on LinkedIn is up. It’s called Could Building a “Content Network”...
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Joe Pulizzi, the founder of ContentMarketingInstitute.com - one of the leading thought leaders behind the content marketing and social media movement
I can’t believe it, but it’s been 26 years since I first began experimenting with creating content to capture people’s attention. (I’ll explain more of that story in my course.)
It was 15 years ago that I built a website in a small niche. (I’ll share more about this story too.)
At that point in time, I had never paid attention to marketing or cared about it at all.
But after creating that site, I suddenly needed to figure out how to get traffic to it and cause it to grow.
That’s when I began reading about marketing. I read every old, classic book on marketing that I could. I read every internet marketing guru at the time (approx. 1999).
I began to apply what I was learning and grow that little website.
And in the process of growing and improving that website, I began to really have an interest in marketing.
Not only that, but I found out I really had a knack for it.
Something else surprising happened…Read More
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.”
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?
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…
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:
I reveal all of these facts on these two podcasts I was interviewed on:
*NOTE: The background noise at beginning will stop at 9:25 and that’s where I begin the story you haven’t read.
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:
Their “genesis story” has brought them attention and made their companies standout.
You can include anything you’d like, but here are some ideas to get you started:
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:
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
I was reading an article about Bobby Flay on Inc.com the other day and I came across an interesting comment that he made.
It revealed his intentional use of content marketing to build his brand and his name.
The article was called How Bobby Flay Built a Sizzling Empire and it was written by Christine Lagorio-Chafkin.
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.”
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.
This method that Bobby Flay used is one of the “content marketing hacks” that I mention is my book 51 Content Marketing Hacks.
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 Disney TV 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…
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.
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.
Photo from BobbyFlay.com
In an article called How to Build Billionaire Habits by Nick Papple I just came across a statistic that’s crazy.
Listen for yourself…
“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?
Let me just be real with you.
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?
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.
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:
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 called 51 Content Marketing Hacks.
Photo by kkoriyama
In chapter 34 of my new book, 51 Content Marketing Hacks, I share something that I’ve been powerfully reminded of recently.
It’s probably a rule that as content marketers, marketers, and copywriters we know deep down inside, but we consistently BREAK it anyway. Let me explain.
Chapter 34 of my book is called Without This All Of Your Content Marketing, Products, And Services Are Useless and in that chapter I share this story…
I once heard a story about a young salesman who had given the very best pitch that he had to a prospect, but despite all his effort, the prospect still didn’t make a purchase.
He went back to his office and told his boss that he didn’t get the sale.
Then he said to his boss “I guess it’s true that you can lead a horse to water, but you can’t make him drink.”
The boss responded quickly with a lesson that the salesman never forgot.
The boss said, “Your job is not to make them drink, your job is to make them thirsty.”
I think that most of us think of sales in this way.
I completely agree with the idea… up to a certain point.
You see, I’ve been thinking about this recently: What is easier to sell? Something that someone already wants? Or something that someone has to be convinced to buy?
I’d prefer to sell something that someone already wants.
Think about that for second.
We all would prefer to speak to people that want what we’re selling, but for some reason what do we spend most of our time doing?
We sit there trying to convince and prove to our prospects that they should want what we’re offering.
That’s insane. And it’s extremely frustrating.
It was a blog post that I just wrote on Curatti.com called, 4 Ways to Make Your Marketing More Effective, that got me thinking about this again.
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.
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
2. And the desires they already have
P.S. Check out the article I mentioned above to learn more of the powerful things that Eugene Schwartz said about this idea.
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.
P.P.P.S. If you enjoyed this post, you might also like one I did a week ago on B2BMarketingInsider.com called Did William Penn Use the Oldest Known Content Marketing to Establish Pennsylvania?
Photo by DonkeyHotey
On Thursday, December 4th, my family and I were flipping through the channels and we came across a show on Discovery Channel called Surviving Exodus.
We began watching the show and were quickly drawn in.
It was hosted by Breaking Bad star Aaron Paul and it explained the plagues sent by God in the Bible.
They showed what it would be like to experience each of the plagues: the Nile turning blood red, plagues of flies, frogs and locusts, furious storms and even the seas parting.
It was pretty cool. My family really enjoyed watching them test out each plagues. But it was obvious from the beginning that this wasn’t just meant to be a TV show. It was content that was designed to promote the movie Exodus: Gods and Kings.
You can check out the preview of the show and see how tied together the two were…
I later discovered more of the backstory of the show on Variety.com…
“Viewers will not be expressly told the show was created by Discovery for purposes of drawing attention to the Fox film, said Scott Felenstein, executive vice president for ad sales at Discovery Communications, and that is by design. Rather than jamming a commercial message into dialogue or placing a product on a show’s set, he said, ‘Advertisers want to be a part of creating content. They want to be able to distribute that content in other platforms and they want to be immersed in producing the content. Ultimately, you just want to produce content that viewers are going to like, and if you can get your message across in a subtle way, that’s a lot better than putting it where it doesn’t belong.’”
There are two things I don’t want you to miss in this quote:
1. It was created by design to promote the film.
2. Felenstein revealed something important when he said that ultimately your message is much more powerful when it is woven into content like this, instead of awkwardly trying to place an out-of-context product in a movie.
This reminds me of two content marketing hacks that I reveal in my book 51 Content Marketing Hacks.
In my book, I talk about two important content marketing hacks that can teach us some important lessons that we can take away from Discovery’s Surviving Exodus.
Content Marketing Hack #28
“Average content marketers create one content stream (such as a blog) and then they wonder why they don’t see much momentum. Top content marketers create multiple streams of content that play off each other, promote each other, and have a compound effect.”
LESSON: If you want your content marketing to have the maximum impact, then you’ve got to get creative and think of as many ways as possible that you can have content that promotes you, your business, or organization. One stream will only give you a small amount of response. But multiple streams will give you a flood of response.
Content Marketing Hack #38
It’s a mistake to focus all of your effort on creating your own content. Make sure that you do things to encourage others to create content about your business, product, or service.
LESSON: The producers of Exodus: Gods and Kings didn’t try to create their own TV show. They approached Discovery Channel. This allowed them to get the word out about the movie without the burden of having to create the show themselves. You need to do the same.
You might not be able to get a TV network to create a show based on you, your business, your product or service, but there are other ways you can get them to create content.
For most businesses, this type of content usually takes the form of reviews, interviews, and articles about you or your products or services. (This is slightly different from Hack #24 where you are having people create content using your product or service.)
Let me leave you with this thought.
Successful people don’t hear an idea and say, “I can’t do this.” Instead they say, “How can I apply this?’
I’d encourage you to think about this example and these lessons and see how you can apply them.
P.S. If you wanted to get 51 Content Marketing Hacks, then please remember that today (1/22) is the last day to get it at $9.99. Tomorrow the price goes up to $12.99.Read More
My latest post on LinkedIn is up. It’s called Could Building a “Content Network” Take Your Content to the Next Level?.
It’s about something I believe that everyone needs to focus on in 2015, if they really want their content to reach more people this year.
I released my first Kindle book late on Thursday, January 7th. On January 9th, it had was ranked #34 in Kindle Store under “Marketing” by January 9th.
Here is what some experts have said about it…
If you would like to know more about my book, see what experts have said about it and read three chapters, then go here to learn more.
By the way, today (1/12/15) is the last day to get my 21 Types of Content We Crave webinar recording ($99) as a free bonus when you buy my book.Read More
Tony Robbins isn’t just a great motivational speaker, author and coach.
He has now stepped into the financial advice arena.
In case you haven’t heard, his latest book is Money: Master the Game.
I got the book a month ago and have started reading it. I really like it so far.
But what I am writing about today is NOT Tony’s financial advice.
It is his content marketing skills.
He’s a great marketer. In fact, he used content marketing with superb mastery to propel his book to become an instant best-seller.
He’s obviously doing something right!
Today I want to take a look at the content marketing methods he used to make this book a best-seller, so that you can launch any of your products or services using some of the same principles.
But first, I want to reveal to you a very important marketing concept that Tony understands (and that you need to too). Then I will show you how he used this understanding and tapped into the power of content marketing.
One well-known marketing principle is that you need, on average, 7 marketing touches before your marketing gets through to someone. That means it takes minimally 7 marketing touches to produce a sale.
I believe this is true today more than ever.
In fact, with how flooded our lives have become with marketing and advertising hitting us from all directions, I’d say that you need much more than 7 touches. Why?
Because with so much information coming at us we’ve learned to block most of it out. Even if we see an ad, and have interest in what is being offered, we usually will forget about it unless we act on it right away.
The problem we have nowadays is that we’re all much less trusting of people, businesses, and organizations. We’ve been burned too many times by false promises to believe everyone.
How does this impact us? It keeps us from acting on things right away, because we don’t want to look stupid. Instead, we want to wait and find out more about this thing, person, or service. We want to make sure we don’t move too quickly and look stupid.
That’s why multiple marketing touches are needed today.
But the question is: how does a business do that nowadays – without looking pushy and without being drowned out from all the other marketing noise?
Content marketing is the perfect way to create these touches.
And Tony realizes the need for multiple touches and the need to harness content marketing to overcome this issue.
Watch how he does this…
In order to make sure that he could implement these multiple marketing touches he used what I call “compound content marketing” and “content collaboration“.
Here are the 8 content marketing methods he used:
1. He appeared as the cover story of a major magazine.
The first one I saw was Tony Robbins, The CEO Whisperer in Fortune magazine.
2. Weeks before his launch, he had business associates and friends begin promoting his book with a special offer to get the book before it was released.
If you simply paid for the shipping and handling cost, he would ship you a book. You can see an example of the offer here on Michael Hyatt’s site.
3. He was a guest on various podcasts.
You can see an example here on Joe Polish and Dean Jackson’s podcast: I Love Marketing podcast.
4. The day his book released, he had a “worldwide premiere” that was hosted by Brendon Burchard.
You can see the premiere here.
5. He wrote an article on Entrepreneur the appeared the day after the book released called The 3 Decisions That Will Change Your Financial Life.
6. He did video interviews.
You can see an example of one on Marie Forleo’s: Marie TV.
7. He did some media interviews on local news networks.
You can see an example of one on My Fox NY.
8. And guess what I just saw a couple days ago? He’s on the cover of Success magazine for January 2015.
It’s called Tony Robbins on How to Achieve the Extraordinary.
It was these 8 powerful methods used in numerous different ways that made Money: Master the Game climb the best seller lists.
Do you see how Tony implemented multiple marketing touches without looking pushy?
The 8 content marketing methods that Tony used can be condensed down to four “content marketing hacks” that I mention in my new book 51 Content Marketing Hacks. Here are the four hacks:
Start your content promotions much earlier than usual and plan out how to build momentum for your content marketing.
Tony didn’t wait until the day the book released to start promoting it. He set things into motion (such as the “shipping only” offer and Fortune magazine article) that would begin to put his book on his prospects minds way before it was available. It worked. Because that is how I first heard about the book and decided I wanted it. You need to do the same thing with your products or services. Do just put them out there. Launch them.
The power of endorsement is “social proof” on steroids. Think of ways you can create content (or have others create it) that shows people in your market using your product or service.
Tony didn’t create all of the content himself. In fact, he didn’t create most of it. He wrote some articles, but other than that, all of the rest of the content was created by others. Why would they do that?
Because Tony has a relationship of some kind with them (business or personal, online or offline). You can do this too. Before you’re ready to launch your next product or service, contact the people that you have relationships with and ask them if they’ll help promote it for you. You’ll be pleasantly surprised at how many are willing to help you.
Tap into the power of interviews as content marketing for your product or service that is created by others.
There are many websites and publications that are continually in need of content. Providing them with interviews is a great help to them. The more you’re interviewed from sources your prospects trust, then the more they will begin to trust you.
Average content marketers create one content stream (such as a blog) and then they wonder why they don’t see much momentum. Top content marketers create multiple streams of content that play off each other, promote each other, and have a compound effect.
The more content streams that you can create (or have others create) the better. Each content stream helps to build momentum for your product or service and helps provide more social proof for them. This will also help your product or service to stand out and become more memorable.
Make sure that you, at least, check out a few of the ways that Tony implemented these four content marketing hacks, because they’re such great examples.
Then try implementing some of them to launch one of your new (or current products) or services. Who knows? Maybe it’ll help you to have a “best seller” yourself!