Earning the Right to Promote Using Content Marketing
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EARNING THE RIGHT TO PROMOTE USING CONTENT MARKETING Based on an article that originally appeared on my site.
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Transcript of Earning the Right to Promote Using Content Marketing
EARNING THE RIGHT TO PROMOTE USING
CONTENT MARKETING
Based on an article that originally appeared on my site.
IF YOUR CONTENT MARKETING IS PURELY PROMOTIONAL
YOU’RE DOING IT WRONG!!
EARN THE RIGHTYOU’VE GOT TO
TO PROMOTE
–GUY KAWASAKI
FOLLOW THE “NPR RULE”
PRODUCE QUALITY CONTENT CONSISTENTLY TO EARN THE RIGHT TO PROMOTE RARELY
““Selling to people who actually want to hear from you is more
effective than interrupting strangers who don’t.
–Seth Godin
HOW DO I GET PEOPLE TO ACTUALLY WANT TO
HEAR ME PROMOTE?“ “
MASTER THE ART OF THEINDIRECT APPEAL
indirect appeal(noun)
| (ˌindəˈrekt əˈpēl) |
An appeal to an audience need tangential to your product/service offering that doesn’t ask anything of them and only provides value.
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BROAD AUDIENCE GAINED BY INDIRECT APPEAL.
AUDIENCE OPEN TO HEAR DIRECT APPEAL
UNREALIZED POTENTIAL AUDIENCE
NEW CUSTOMERS!
INDIRECT APPEAL FUNNEL
EXAMPLES OF BRANDSEARNING THE RIGHT TO PROMOTE
Two separate yet complimentary content efforts with indirect appeals to different markets they wanted to reach.
Both online magazine that helped potential partners become better at their jobs.
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• Created high-quality editorialized magazine with well-written fashion-forward content.Benefit of not only appealing to fashion-conscious potential customers, but also made their offerings more aspirational and curated.
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• GoPro gave their audience permission to upload their own content, then made their professional content mirror that style.Giving their community permission to contribute, earned GoPro permission to promote.
WHAT DO ALL OF THESE EXAMPLES
HAVE IN COMMON?
NONE OF THEM FEEL LIKE
ADVERTISEMENTS
TV COMMERCIAL:•Technically “Content”•Technically “Marketing”•Definitely not “Content Marketing”
PROMOTIONALPROMOTIONALGOOD CONTENT MARKETING IS HARDLY EVER
PATIENCEGENEROUS
GOOD CONTENT MARKETING IS
AND SEEING RESULTS REQUIRES
BUT YOU KNOW WHAT THEY SAY…
“ “Good things come to those who wait.
–Violet Fane
AND…
“ “Give and ye shall receive.
–Luke 6:38
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THANKS FOR READING!KEEP IN TOUCH!
