You create content, because you want it be consumed, right?
You want it to help others and to influence people, right?
Well, consider these two quotes before you sit down to create your next piece of content…
“The true art of memory is the art of attention.”
Samuel Johnson - English Poet, Critic and Writer. 1709-1784
Physician to patient: “If I’ve told you once, I’ve told you a hundred times–I do not treat amnesia cases!”
The Reluctant Confession
If we are going to succeed with content marketing, then we have to admit how the two above truths apply to our world today:
1. It is becoming more and more difficult to get people’s attention.
2. People have so much going on and so much information coming at them that they are forgetting much of it – even the things they want to remember!
That means that your content and/or your business is being continually ignored and forgotten.
I’ve been thinking more and more about the fact: being successful today is all about being paid attention to and being memorable.
My personal strategy this year is going to hinge on the concepts I wrote about in this post over at Writtent.com..
What are you going to do about this fact?
Photo by michi003
If you want to learn how to create unforgettable content,
so you can stand out in your prospects’ and customers’ minds,
then consider this resource…
Brain Dump: Ted Dekker’s Content Marketing Lesson, Lessons From Comedians, and 21 Types Of Content Audio Version
Here are some of the thought rollings around in my head today:
Ted Dekker’s Content Marketing Lesson
I just came across this when a friend shared this on Facebook and I had to share it.
Best-selling author Ted Dekker is giving away one of his new books on December 28, 2012.
Here is his message on Facebook…
“Everyone in publishing is asking me—and I mean EVERYONE—why I’m giving away Identity, book one of Eyes Wide Open, for free.
It’s simple: This is the beginning of a mind-blowing new journey with me (literally) and I want you to take the whole ride, so I give you Identity, the first of four shorter books, for free. Can’t get more fair than that, right? No one does this, but why not? I’ve never stayed in the box.
Check it out; see for yourself. Sign up today… two weeks to go! Sign up at http://bit.ly/TVmz6m now…”
Do you see what he’s doing?
He’s doing a brilliant content marketing move.
He’s giving away the first of four short books in a series for free. Why?
My guess is this:
1. He knows that if you get hooked on the first story you will buy the other three stories. By giving away one for free it helps “guarantee” sales of the other three.
2. He knows how powerful it is as an author, musician, or any other type of content creator to create an email contact list of people who are interested in what you offer. He can not only offer the other three stories in this “Eyes Wide Open” series, but he can offer future series to this same list!
Lessons From Ted Dekker:
1. You must do everything you can to create a “contact list” of prospects and especially customers. That will be your real asset, even more than having a publisher or anything else.
2. Giving away a “sample” of what you have to offer is always a good idea. Whenever you are selling something do whatever you can to find a way to give people a taste. It always helps to encourage sales.
Content Marketing Lessons From Great Comedians
Do you ever sit around wondering, “How am I ever going to keep coming up with new ideas for my content?“
If you do, don’t feel bad. Everyone has those thoughts – especially when they’re just starting out.
I have a way that can help you solve that problem.
It’s a lesson from great comedians.
Check out this post I wrote for Writtent.com called, “Content Marketing Secrets From Great Comedians.”
21 Types Of Content We Crave” Webinar Now In Audio
After releasing the screen-video recording of my “21 Types Of Content We Crave” webinar, I had someone ask me if there was an audio version.
I thought about it and I realized it might be helpful to have an audio version, so I created it and added it to the current download area.
That means when you purchase the screen-video recording, you will now also get the audio recording (plus the .PDF version of the webinar slides) all for $99.
But, I also decided to just offer the audio by itself (with the .PDF version of the webinar slides) for a cheaper price for anyone who was looking for a lower price option.
It’s only $79.
If you’re interested in either option, then go here and scroll down to the purchase area to choose the option you would like.
Sorry! I Posted The Wrong Info Here. But My “21 Types Of Content We Crave” Webinar RECORDING Is Now Available For Purchase
I accidentally posted something here that was supposed to be posted as a page, not a post. (That’s what happens when you work late into the evening to get something done!)
Anyway, I wanted you all to know that the recording of my “21 Types Of Content We Crave” webinar is now available for purchase.
You’ll learn important methods content marketers must use when creating content today or risk having their content ignored.
If you want to learn how to apply methods that memory athletes use to make your content more memorable and find out how to purchase the recording, then click the link below…
Stay tuned for my next blog post…Read More
Content Marketers: Why Boring Isn’t Memorable And What You Must Do About It – PLUS Cyber Monday Offer
Earlier this year I read a really interesting book called, “Moonwalking with Einstein: The Art and Science of Remembering Everything”.
That’s a weird title, huh?
Wondering what it’s about and what it can teach you about content marketing?
Check out this description of the book from the publisher:
“Moonwalking with Einstein recounts Joshua Foer’s yearlong quest to improve his memory under the tutelage of top ‘mental athletes.’
“He draws on cutting-edge research, a surprising cultural history of remembering, and venerable tricks of the mentalist’s trade to transform our understanding of human memory.
“From the United States Memory Championship to deep within the author’s own mind, this is an electrifying work of journalism that reminds us that, in every way that matters, we are the sum of our memories.”
It was a really interesting book because I ended up learning a lot about memory all while being caught up in the story of whether Joshua would win the U.S. Memory Championships or not.
Today I just want to share one interesting fact from the book.
It’s a fact that will reveal to you why you can’t possibly survive as a content marketer (or a business trying to create content to attract prospects) if all you create is generic, “me too” content.
The Memory Technique That Can Improve Your Content Marketing
Here’s the fact that Joshua shares in his book.
“The principle underlying all memory techniques is that our brains don’t remember all types of information equally well.”
He goes on to say that our brains are good at remembering visual imagery, but not so good at remembering words or numbers.
He goes on to say, “The point of memory techniques is… to take the kinds of memories our brains aren’t good at holding on to and transform them into the kinds of memories our brains were built for.“
Did you catch that?
Don’t miss it. Read it again if you have to.
Why? Because it’s the key to getting your content marketing noticed and consumed instead of being ignored by the reticular activating system in your prospect’s or customer’s brain.
Joshua says one last thing I want you to hear.
He says, “The general idea with most memory techniques is to change whatever boring thing is being inputted into your memory into something that is so colorful, so exciting, and so different from anything you’ve seen before that you can’t possibly forget it.”
You might not realize it, but you have just read the problem and the solution we all face today.
It’s the only solution in a world with the ever-growing problem of information overload.
The Basic Revelations From This Memory Technique You Must Understand
Let me repeat the basics to make sure you didn’t miss them:
1. Our brain doesn’t remember all types of info equally well.
2. It remembers visual things, but not words and numbers so well.
3. You must change boring input into something “so colorful, so exciting, and so different from anything you’ve seen before that you can’t possibly forget it.”
What This Means To You As A Content Marketer
Here is what I want you to understand: the method memory athletes use (converting boring content into colorful content) is the same method YOU must use when creating content marketing.
You have to learn how to take the information you want to communicate and make it colorful, interesting and memorable.
That’s what I want to teach you to do.
I’ll teach you how to do that by teaching you what I call the “21 Types Of Content We All Crave.“
A Chef With Only Two Ingredients?
Can you imagine a top chef trying to create an appealing dish with only one or two ingredients? They might be able to pull something off, but it would not be as desirable as one in which they could use a variety of ingredients.
If you want to have any hope of getting through to your audience, then you must expand what you offer on your “content menu.”
The only way to do that is by learning the secret of using the “21 Types Of Content We Crave.”
Once you understand the types of content that people crave you will be able to use them to spice up your writing and create content that people will happily consume.
What My “21 Types Of Content We Crave” Webinar Will Cover
In this webinar, you will learn:
- The main barrier that is keeping your audience from ever getting your message
- How to break through that barrier
- The 21 types of content that everyone craves
- How to use these 21 types of content to spice up your content, so you can create content that is in engaging, memorable, and influential.
All that to say…
I’ll reveal to you little-known methods influential content creators use to craft content that is powerful and effective.
How Much This Webinar Will Cost
Once the webinar is recorded, I will be selling the recording of the webinar for $99.
My special “Cyber Monday” offer:
You only pay $59 to be a part of the live recording on December 6th at 10am PST.
- You will be able to participate in the Q & A time at the end.
- You will also receive the recording of the webinar for free.
- I will also allow you to apply the FULL $99 value as a discount towards my future “Content Boosters” course that I will be offering.
The offer is over. Stay tuned. The recording will go on sale after December 6th.
My Personal Guarantee:
I almost always uses affiliate links to Amazon, but I never mention a book simply for the commission. (It’s not big enough to be worth that.) I just think that Amazon might as well cover an occasional Starbucks drink for me in exchange for sending people to buy books from them! **If it bothers you that the links above are affiliate links, then copy the title above and go to Amazon.com here. No commission will be given to us if you use the link in the previous sentence. The book mentioned above is worth it for you to get it either way!Read More
Zig Ziglar is famous for saying…
“You will get all you want in life if you help enough other people get what they want.”
Well, the more I think about it, I think that could very well be the main secret of effective content marketing.
I’ll explain more what I mean in a minute.
I’ll also reveal to you the surprising way this idea is tied to “Small Business Saturday.”
But first, I want you to hear this powerful story I heard that reveals what I’m talking about.
Two Young Doctors And A Lesson In The Power Of Focusing On Others
In the spring of 1883 two young men graduated from the same medical school.
The two were very different from each other both in their appearance and in their goals.
One of the young men was named Ben. He was short and stocky.
The other one’s name was Will. He was tall and thin.
But remember they didn’t just differ in appearance.
They had different ambitions.
Ben dreamed of practicing medicine on the East Coast.
Will didn’t care for that idea. He wanted to work in a rural community.
Ben begged his friend Will to go with him to New York.
He told Will that if they went, they could both make a fortune.
Will wasn’t interested. He refused.
Ben couldn’t understand why he’d want to start a practice in the Midwest and he called Will a fool.
Will told Ben, “I want first to be a great surgeon…the very best, if I have the ability.”
I don’t know what happened to Ben, but I can tell you what happened to Will.
Years later the wealthy and powerful came from around the world to be treated by Will at his clinic.
Maybe you’ve heard of it?
Will Mayo’s clinic is today called the Mayo Clinic.
The Main Secret Of All Effective Content Marketing
Will Mayo’s desire was to help others, not just himself and that led to many being attracted to his work.
That is the main secret of all effective content marketing!
It’s content that is focused on helping others.
That’s the kind of content people want, they share, and that will endear them to you.
If you create content focused on yourself, you might as well just write it in a private journal somewhere, because no one else is going to want to see it.
I can teach you how to create engaging content (and I’ll be doing that in a webinar called “21 Types Of Content We Crave” on 12/6 at 10 PST), but I can’t choose the topics or the focus of your content.
Only YOU can do that.
If you create content focused on helping others, then you’ll leave them thankful that they’ve come across you. And they’ll reciprocate that thankfulness by sharing your content with others.
But if you focus your content only on yourself and your business, then you’ll leave them wishing they could get back the time they just wasted consuming your content.
And if they even bother to spread the word about you, it won’t be to share your content.
It will be to warn others not to waste their time.
What This Secret Has To Do With “Small Business Saturday”
Have you heard of “Small Business Saturday”?
If you haven’t heard of it, then let me give you a short explanation…
Small Business Saturday is an American shopping holiday that’s held on the Saturday after Thanksgiving (November 24th this year).
It hasn’t been around very long.
It was only first celebrated two years ago on November 27, 2010.
It’s basically a take-off of the concepts of “Black Friday” (encouraging retail spending) and Cyber Monday (encouraging e-commerce).
Instead, Small Business Saturday encourages people to shop at their small, local brick and mortar businesses.
So what does this have to do with the main secret of effective content marketing?
It’s proof that focusing content on helping others works.
Why do say that?
Because of how “Small Business Saturday” got started.
You see, its origins might surprise you.
The origins of “Small Business Saturday” from Wikipedia:
“In 2010 the holiday was conceived and promoted by American Express via a nationwide radio and television advertising campaign. That year Amex bought advertising inventory on Facebook, which it in turn gave to its small merchant account holders, and also gave rebates to new customers to promote the event.“
Did you catch that?
“Small Business Saturday” was originally conceived and promoted by American Express!
They came up with the brilliant idea to help small business owners in this way (wish I did!) and then got others to promote it!
The Result For Small Business Owners?
Last year, over one hundred million people* came together to Shop Small® in their communities on Small Business Saturday®.
The Results For American Express?
They have 3.1 millon “likes“ on their “Small Business Saturday” Facebook page.
They received tens of thousands of tweets under their #smallbusinesssaturday hashtag.
Are their motives in doing this purely to help others?
I honestly don’t have any clue.
But even if they’re not purely to help others, their motives at least include others!
And the content they have created and that they’ve encouraged others to create (tweets, likes, articles, and posts like this one) have all had MUCH more influence and inertia than if they only created content about themselves.
Examples Of Content Marketing Focused On Others From American Express
Check out all the types of content they’ve created for this on their site:
- They provide an explanation of what “Small Business Saturday.”
- They have a section to help small business owners promote their business.
- They have a section on how to rally support in your community.
- They include a map with qualifying small businesses in your area.
- They provide editable tweets, posts, and emails that can be used to spread the word.
- They provide videos that explain what it is, give case studies, and more.
- And mixed in with all of that content are offers from Amex
If you understand this concept and want to know how to effectively create content that will engage and help your prospects and customers, then read on…
My Upcoming “21 Types Of Content We Crave” Webinar
I did a webinar recently for the Society for Technical Communication called “21 Types Of Content We Crave,” which was based on a popular infographic and post I did for ContentMarketingInstitute.com.
The webinar went really well. I was really glad to get such a positive response from the participants and the Education Coordinator who hired me. (I’ll be posting some of the responses from them soon.)
*Because of the response I received, I’ve decided to teach the webinar again to the readers and subscribers of BayBusinessHelp.com and RecessionSolution.com.
The webinar will be held on Thursday, December 6th at 10am.
The recording will be sold for $99.
Special Cyber Monday Offer
I will put up a special low priced offer to the public on Cyber Monday (11/26) that will allow people to be a part of the LIVE webinar and Q &A at the end.
Be on the look-out for it this Monday!Read More
“One of the effects of living with electric information is that we live habitually in a state of information overload. There’s always more than you can cope with.”
Those words were said by a guy named Marshall McLuhan who was a Canadian communications theorist, Educator, Writer and Social Reformer who lived from 1911-1980.
That’s right. He died over a decade before the internet, as we know it today, even existed.
The Common Problem
Can you imagine what he’d think about the content overload that exists 32 years later?
From the beginning of time until 2003 we generated a total of 5 billion gigabytes of data.
That’s a lot of information!
But it’s not that impressive when you realize this shocking fact: By next year we will generate that much data every 10 minutes!
You see, at one point in time content used to equate with “power.” Whoever had the most content had the most power.
Today content has become a commodity.
Anyone can create it and it is literally everywhere.
You can’t just post average content today and hope to see results.
That’s just wishful thinking and a waste of your time.
Your Only Hope
You must learn how to create content that captures people’s attention and engages them.
What kind of content captures people’s attention?
What kind of content do people crave?
I would say there are at least 21 types of content we crave.
I shared these 21 types of content in one of the most popular posts I have ever done for ContentMarketingInstitute.com. You can see the post and infographic here.
Webinar: 21 Types Of Content We Crave
- How to create content that goes beyond the generic content that people can find anywhere online
- How to create content that people will actually want to read
- How to use these 21 types of content to spice up any post, article, paper, or speech.
- And more
To learn more about the time, cost and other details of this webinar, go here:
Photo by striatic
- Content Marketing Lessons From The Cake Boss (recessionsolution.com)
- How to Reverse Engineer the Perfect Content Strategy (contentmarketinginstitute.com)
- The 2 Critical Ways To Make Your Content Marketing Stand Out (recessionsolution.com)