The 7 Minute Mentor

528 - November’s Theme - Content Marketing That Works!

November 1, 2018

Hey, what's going on? Welcome to Episode 528 of The 7 Minute Mentor with me, Mark Asquith where today we're going to introduce November's theme. November 28, '18's theme is Content Marketing that Works. I'm going to tell you why we're digging into that. I'm going to give you a bit of the skinny on why I believe it's vital for you to not only extend your knowledge from being a marketer by actually just digging into this one particular field of marketing as a founder very quickly when you set your business up.

So I'm going to start on that path, well, in just a minute, but just a quick heads up. This week I, well, I've already made my way to Harvard in Cambridge, Massachusetts. That's right, I am speaking at Sound Education, the audio conference, the podcasting conference for those in the education sector, put on by my good friend, Zachary Davis, up at Harvard. Myself and Jess Kupferman, we've flown up there to speak at this wonderful event, at this wonderful institution. And I'm honored to do that.

And the reason that I'm telling you this is that, well, my free coaching tomorrow, that's right, 4PM UK, 11AM Eastern, 8AM Pacific, will be live from behind the scenes at Harvard campus. It doesn't get better than this. It truly does not get better than this. So, we'll be Harvard running the free coaching. I might even bring Jess on for a session, who knows. And we'll just give you the behind the scenes skinny on podcasting. We're going to give you some information on audio influence. Maybe give you a sneak peak of what's coming up from Jess and I under the Podcast Websites brand, and some of the little projects that we're working on to tie that all together. So, come and join the session, 4PM UK, 11AM Eastern, 8AM Pacific at coaching.

Also, just a quick reminder that the wonderful team at AWeber are still giving you that 90 day free trial of their wonderful email marketing platform. Now, I'm at Harvard this week, I'm doing my talk at Sound Education. And whilst I'm doing that, do you know what? All of my processes and systems are still running. AWeber is still doing its thing for me. Even whilst I'm here, all of the onboarding campaigns, all of the upsell campaigns to move people from the free tier of the academy up to the growth, the paid tier of the Podcast Success Academy. Those are still working. And I'm still going to be making sales whilst I'm here, not actually even working on my business.

Now, I need you to be in that position, you have to be in that position. It's kind of what we're going to start talking about with content marketing this month as well. And I need you to get yourself into that place, and the first step to doing that is to go and check out that 90 day free trial of AWeber. Go and do that at

Okay, so look, last month, in October, we talked about why you as a founder need to have a very good grasp on marketing. And we talked about various buzzwords. We talked about various phrases if you like in marketing. We talked about the difference between a campaign and a tactic, and a tactic and a strategy, and XYZ running through marketing. All of these different things that run through your founders marketing. We talked about all sorts of things, it was a great month of content.

So, if you've not finished that month, go back and check that out, because this month we're going to talk about one facet of marketing, one type of marketing, one methodology I guess of marketing, content marketing. Content marketing.

Now, content marketing can really sound like a buzzword, and I'm going to tell you a story that actually reinforces that. But when you understand it properly, content marketing is the most effective form of marketing right now. And that is largely due to our propensity to consume information, our propensity to ... when we buy something, go through a very specific buying cycle that's slightly changed and updated over the last 10 to 15 years. Because of the advent of the internet, because of the advent of just all forms of peer to peer communication. So, content marketing has revolutionized the way that we search for things, that we research things. That we make our buying choices.

Now, I'm going to talk to you month about the people that can help you. I'm not here to teach content marketing, under my personal brand. I will dip into it, I've built successful businesses with content marketing, but it's not what I teach. I teach you how to become a savvy founder, to built a bootstrapped business. That is my focus, that's what I'm tightening in on.

So, throughout the month I'm going to be giving you people, I'm going to be introducing books. I'm going to be introducing methodologies that I use myself that have come from other places, and that I've tweaked, and changed, and built, and added to. And I'm going to be talking you through that whole process. Okay?

Now, back in I guess 2012 I want to say, maybe a little bit longer than that, I was at my old office space actually, the Digital Media center in Barnsley in the UK. It was my first ever office space. We'd moved out of there, up to our own Victorian studio at Hacksaw. But we went back down for a seminar. Are during that seminar there was a lady on stage talking about content marketing. And she was talking about why it's so good, and kind of what it is, albeit in its very early nascent days. And she did 45 minutes. And it was all right, it was a decent pres. And when she got to the end of it, she opened it up for a Q&A session.

And during that Q&A session she had a couple of simple questions. And then someone from the back just shouted up, "I've got a question." So obviously she came to this person, and this person said, "Can you tell me how I can make money from content marketing?" And her answer was, "I don't know, I've not figured that out yet." And that right there, even back in 2012, 2011 maybe, that is the problem. Even now with content marketing, people think that they need to be a content marketer, but they don't understand the different between a content marketer and a content creator. And that is what this lady was talking about.

She was talking about content creation. What we are talking about is creating the conditions for a sale, because remember, that is all marketing needs to do, create the conditions for a sale through content. Use content to create the conditions for a sale. And the way that people's buying habits have changed, the way that people research things has changed. I'm going to dig into all of that over the coming weeks and over the coming months. So, I'm going to dig deep into this, it's something that I'm very, very passionate about, because I see so many people getting it wrong.

I just got an email yesterday from someone saying, "Mark, I've done 35 months of podcasting, I'm thinking about quitting because I can't make any money." Okay, well you've got to consider yourself. Are you a content marketer, or are you a content creator? And that is the big difference. And what we're going to talk about that, like I said.

So, this month I'm very, very excited, I'm very, very excited. If my voice holds up, I've got a bit of a cold, which is a pain in my ass, and a pain in my neck, pain in my head, pain in my throat. But we're not going to let that keep us down, we're going to dive into content marketing tomorrow. We're going to start with episode 529 tomorrow, which is actually what is content marketing? What is content marketing?

So, I'll see you tomorrow guys. Thank you so much for joining me. Come on to the free coaching tomorrow as well, please be there, 4PM UK, 11AM Eastern, 8AM Pacific to talk with me about anything you want, live from Harvard campus. Never forget, the more you expect from yourself, the more you will excel.