A simple content strategy for brave marketers only
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A SIMPLE CONTENT STRATEGY FOR BRAVE MARKETERS ONLY
Latitude Digital Marketing Blog by @philbinmedia
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What is the point of content marketing?
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What’s the point of all marketing?
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To sell.That’s it.
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Other benefits include things like
Better brand reputation.
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Are you a marketer?
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Then you’re a salesperson. No getting around it.
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Hear me out.
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You might just want to swipe the same (painfully simple) strategy for yourself.
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My daughter loves storytime.
Me too.
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But I end up applying the morals of each story to marketing.
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Let’s see if this one strikes a chord with you …
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The Sun: “Time for a contest.”
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The North Wind: “I’m listening.”
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The Sun: “See that gentleman down there on the crooked path?”
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The North Wind: “Yup”
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The Sun: “Let’s see who can remove his coat.”
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The North Wind: “No problem.”
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The North Wind sucks in a hurricane of air and roars down on the man – swooshing up leaves, crisp packets, and empty Starbucks cups.
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The man clutches to his coat even tighter than before.
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The Sun: “My turn.”
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The Sun beams softly onto the back of the man’s neck and warms the crooked path ahead.
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Within seconds, the man chooses to remove his coat, sling it over his shoulder, and smile for the rest of his journey.
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Not all marketers share the patience and understanding of the Morning Sun.
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But if you tap into it, you can influence your customers to take the action that you want, in a way they welcome – and even enjoy.
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Your audience grows in tandem with your authority.
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You sell more stuff than before.
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Lovely idea … but does it actually work?
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5 Examples Show How the “Morning Sun” Content Strategy Could Work for You
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Claude Hopkins Used Free Samples to Sell [BLANK]
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Claude delivered products free of charge to housewives in the States. If they wanted more, they paid.
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And for Claude, the cost of the sample was buttons compared to the profit of his larger sale …
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Which landed more often than not, thanks to a quality product.
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There was no risk.
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He improved their lives
for free.
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And they made the decision to pay afterwards.
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John Carlton built the right (paying) audience withfree newsletter & blog
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John Carlton followed in the footsteps of copywriting legend, Eugene Schwartz
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He gave away the best parts of his copywriting books for free
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His readers craved more and were happy to pay for the full hardback whenThe Entrepreneur’s Guide to Getting Your S**t Together
was released.
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It was their decision … only they were now more inspired than before.
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John picked up new prospects along the way
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New orders for his seminars
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And new sales for his previous books, too.
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Kevin Rogers attracted new customers to a paid membership site with afree podcast.
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He hosts a podcast with John that reveals (for free) many of the secrets locked behind his membership site:copychief.com.
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His listeners are compelled to want more and are more likely to pay for becoming an “insider”.
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Gary Vaynerchuck Wins with the “Morning Sun” Approach, Time and Time Again
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@GaryVee gets a ton of attention from marketers like me
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Who like to shine a light on him as an example of someone we should follow
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… without myself achieving anything near what he’s achieved.
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Gary first used a smart content strategy for his parents’ wine business
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He built the audience online.
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And the business grew as a result.
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Now we see him applying it again with his latest book #AskGaryVee.
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In his time running VaynerMedia, Gary’s been inviting his audience of 1.21 million followers to ask him a question via Twitter every week.
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Then he answers it ina short video.
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His latest book is a transcribed compilation of those same Q&A videos.
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It costs £20.00 per hardback.
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And I bet it’s going to sell …
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Even though most of his customers have already consumed a bunch of the same content before.
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Why?
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Because they love Gary.
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They look forward to the value he adds.
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And they want to pay for more.
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Starting to make sense?
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Brian Clark calls this concept “Media, not Marketing”
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Instead of blowing marketing messages at your audience, you produce media.
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That media offers value to your prospective customers – and they welcome your paid solutions as a result.
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Brian’s got a paid solution (the New Rainmaker Platform) that his listeners are happily paying for today …
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…after listening to his free podcast.
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Some marketers hesitate to embrace the idea.
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Latitude has even been guilty of it in the past.
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The North Wind believes “If I give you my best stuff for free, why do you need me afterwards?”
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The Morning Sun knows there’s always more behind the curtain, like a great product/service that adds value, which can’t be added through media alone.
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That’s the key to all of this.
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Your ‘paid for’ products or services MUST add value to every potential customer’s life.
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What’s the simplest way to get started with media production?
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Blogging.
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Why launch a blog when your competitors are already doing it better?
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If you let the fear of unoriginality stop you from pulling the trigger
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You could turn 68 and have nothing to your name.
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It’s rare for originality to spawn out of nowhere.
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Your originality emerges by being yourself.
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You convey similar messages to your peers, but…
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It’s your take on it that the reader buys into.
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Your life experiences & brand story play a part in your unique identity and message.
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You don’t need to produce a TV show to build your audience.
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Your content doesn’t even need to be entertaining.
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All you need to do right now is discover your own man on the crooked path.
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Get to know your customer like a friend – and your ideas never stop.
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Now, go to the website and unlock an x-ray of this very blog post
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So you can clearly see the “Morning Sun” tactics I’ve tried to apply throughout.
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You might as well get it now, while it’s free …
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Because I’m gonna try and sell it to you at the end of the year anyway.
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http://www.latitudegroup.com/blog/a-simple-content-strategy-for-brave-marketers-only/
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By @philbinmedia