Sorry. I’ve been toting this one around in my pack for a while now and haven’t yet shared it with you. Here you go, the most powerful piece of content marketing advice you can possibly hope to hear.
That’s it. Do it and enjoy the magic.
I’ll expand on the idea ever-so-slightly…
Your prospects aren’t going to buy your stuff until they get the answers they seek. Listen closely to the questions. Write them down. Then make each question the title of a blog post and publish the answers.
If you can’t get to 30 in a hurry (I’m thinking 3 days max), ask for a hand from other people across your company. Go to sales and support first. They get the big important questions. But ask everybody. Everyone in your company answers questions every day. If they don’t, cut ‘em lose. What purpose do they serve?
Here’s the beautiful appendix to the most effective content marketing tip ever. Call it the most effective content marketing ramp-up plan ever.
Create 90 pieces of content in 90 days based on the 30 questions.
Go with this sequence: post, video, podcast. Repeat 29 times. Or go with this: 30 posts, 30 videos, 30 podcasts. Whatever floats your boat.
That’s 90 pieces of content I see you cranking out in 90 days—minimum. These 90 pieces of vital content could easily become 90 more in the form of eBooks, infographics, and the like. Also, they’ll inspire heaps and heaps of new content ideas. You’ll see.
My guess is no. So when I say you’ll be ahead of 90% of the market in 90 days, I’m being conservative. You’ll probably be ahead of 100% of the pack.
Okay, you might have seen one of the ten thousand articles about content overload. So you might be thinking you’re too late to the party or your voice will be drowned in the noise.
Get real and get on with it. For a great perspective on this, I’d like to welcome Marcus Sheridan, The Sales Lion, content marketing teacher extraordinaire, and the guy I’ve stolen most of these ideas from. In a recent article, my friend Marcus just wrote:
Will this information overload prevent you from researching and making normal buying decisions?
The point is customers will be going online to find answers.
What can you expect your prospects to do when they have questions? Survey says:
What do you hope they’ll find? Your answers to their questions.
Is this stuff simple or what?
The first time I ever heard Marcus, the man, myth, marketer and future New York Times best-selling author, speak, he had to wrestle with quite a bit of resistance to this concept. Marcus knew what the audience was thinking and so he welcomed all the objections:
The list goes on. And the smart response to all of them is “bullshit.” Marcus would frame it nicer. He’d say, “You can and you must.” He answered all of his prospects questions regarding fiberglass swimming pools and transformed his dying company to the most trafficked website in the world in the industry. Yes, sales followed. Big sales.
Marcus likes to say, “They ask. You answer.” It’s the first and most important of his “33 Laws of Content Marketing Success,” presented handsomely in this slide deck he asked me to design for him.
I’m going to stop here. I don’t want to muddy the most effective content marketing tip ever with content overload. It’s not the least bit complicated.
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