One of the things I love about Netflix is that I end up trying out shows I never would have if I had to pay to watch each one separately.
And because of that I end up watching and liking shows I never would have.
One of the ones I just started watching a few days ago is called “Decoded.”
It’s a show from author Brad Meltzer.
The whole premise of the show is to reveal secrets about signs, symbols and codes that are hidden in plain sight.
They focus each episode on an object or organization that is purported to have some secret influence. These are things that most people don’t even know exist.
They discuss organizations like the Masons, the Illuminati and others. They look at conspiracy theories from the past and present.
I’ve only watched the first two episodes, but it has already taught me two things that are important lessons for content marketers.
Two things that both tie into one of the most powerful forms of content marketing ever used.
Are you ready to hear what these lessons are and to learn this powerful form of content marketing?
Ok then, lean in close and I’ll tell you… 🙂
1. The first lesson I’ve learned is that private or exclusive organizations/clubs are more in demand than public ones.
Each of the first two episodes of this show has focused on these types of clubs. The second episode was about a “Bohemian Club.”
Supposedly powerful men from around the world gather at a secret location in Northern California to set the agenda for our country. This club is an all male, invitation-only club. Membership costs $25,000.
2. The second lesson I’ve learned is that when you don’t reveal everything about an exclusive club or item, then it fuels speculation and increases people’s interest.
The reason people are interested in the Masons is because they don’t tell you everything about what they teach or do.
The reason people care about “Area 51” is for this reason. The less the government revealed about it the more the legend spread. And the more people wanted to know about it.
Both of these lessons tie in to one of the most powerful forms of content marketing. What is it?
It’s the power of secrets.
Apple seems to know this power. They’ve learned to limit the amount of information they reveal whenever they release a new version of a product or a new product.
Mac owners don’t just own computers, but they feel a part of an exclusive club. They have a way of talking and a common understanding that those without Macs don’t.
It’s almost like they know a secret that PC users don’t.
That is how you harness the power of secrets. Create content that is intriguing. Content that teases. Content that describes something, but doesn’t show you it all.
By the way, did you notice that I wrote this post in a way that indirectly implied you were going to get privileged information? That is one way to create content that harnesses this power.
Can you think of other companies who have harnessed this power? Comment or contact me and share examples. I’ll share the best ones.
Photo by olga.palma
P.S. Do you want to learn more about how to harness this powerful form of content marketing? I’ve left you clues in the italicized words in this post. Write them down as a list and you’ll have some hints and types of language that will give you clues on how to use this power yourself.
P.P.S. Notice that blue, “My Page” FB button at the top of this post? Have you ever clicked on it? If you did, then you know the secret about how well I’ve promoted my Facebook page. Well just so you know… if you go there and “like” my page, you’ll be able to see something that others who don’t won’t. You’ll see when I reveal (only on my FB page) some more of the ways to implement the “secret of secrets.”
I’m a business strategist, consultant, content creation specialist, and speaker. I’ve been studying effective marketing and business methods (both online and offline) since 1999.
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