529 - What is Content Marketing?

November 2, 2018

Well hello there you fine, fine beautiful person. Welcome to episode 529 of The 7 Minute Mentor, with me Mark Asquith, where I'm going to follow up today with what is content marketing? Yesterday we talked about November's theme, which is content marketing that works. That's kind of a follow-up from October, which is all about why you as a founder need to be a pretty damn good marketer. Remember this all in the pursuit of helping you to escape that lifestyle prison. It's to help you to become the founder of your own business that gives you lifetime fulfilment and allows you to pivot and change, and tweak, and update, and just kind of follow your passion, and still make money doing it in the process, all right?

What is content marketing? That's what we're going to talk about today. Tomorrow we're going to dig into, are you a content creator, or a content marketer? Then, well, then we're going to get into understanding your own buying behaviour to develop your content marketing plans, all right? Because it's all about understanding people's behaviour, all right? It's all about helping people to make the right decision, and that is what content marketing does.

We're going to dig into that in just one second. But hey, before I do that, it is of course, it is Friday, which means that I'll be live with my free coaching session, 4:00 pm UK, 11:00 am Eastern, 8:00 am Pacific, but this time with one big old difference, I will be live from Harvard campus in Cambridge, Massachusetts, where I will today be speaking at Sound Education, the conference run by my good friend Zachary Davis, really intended to help educational podcasters to become more, and more successful, all right?

I'm talking about audio influence, how to become that audio influence. If you're in the Cambridge area, come along. If you're in the Boston area, come along. If you're not, don't worry, you can join the free coaching session and see behind the scenes at Harvard University campus, all right? We're going to have some fun. It's going to be great actually, I'm really looking forward to it. I hope to see you on the session at 4:00 pm UK, 11:00 am Eastern, 8:00 am Pacific. You can do that at excellence-expected.com/freecoaching.

Also, whilst I am here, like I said to you yesterday, my business is still running. My sales are still being made. My Academy is still growing. The free members are still growing. Those free members are still being up-sold to the growth tier, and so on, and so forth. I'm still making sales, all right? I'm not even working today. I'm not even working. The reason for that is that AWeber has my back. AWeber, my email marketing partner of choice allows me to step away from the business and still make sales. It can allow you to do the same thing, all right? I want you to go and get started with this, because so many people are leaving money on the table. Go and get started with AWeber, excellence-expected.com/AWeber to get your 90-day free trial.

Okay, do me a favor, head over to Google, go to Google right now, and search for, well, pretty much anything, search for anything, anything you want. Search for podcasting. Search for iPhone. Search for Luke Skywalker. Search for Tim Drake, who in my opinion is the best Robin. Go and search for anything. Within the top five results, usually the top three, and very, very often the first result, what do you find? You find Wikipedia, why? Because Wikipedia is the ultimate content marketing website. It's the ultimate content marketing website. It's the expert on the entire world, all right? It's got information on pretty much everything.

But what does this have to do with your content marketing? Well, it's got bloody everything to do with your content marketing. Here's the reason; content marketing, if you think about this right, marketing is basically just creating the conditions within which a sale can happen. You've heard me say this several times now. Content marketing is helping your potential customers to make the right decision, and to put you at the forefront, as the only viable option to deliver on that right decision, okay?

Now, we're going to talk about this over the next couple of days. We are going to start to dig into people's buying habits, why they do what they do, and how they do what they do. But, what most people get wrong about content marketing is this, they believe that they've got to start to just write about themselves, they've got to create content for themselves. The content marketing does not work if you do that. Content marketing is not about that. What content marketing is, is positioning you as the only person, it's the ultimate ego tool, but in such a value-led lack of ego kind of way. It's just hitting people in the Gary V. style jab, jab, jab right hook.

But these days it's jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, jab, right hook, okay? Because there's so much content out there. Now, content marketing is not a fad. It's been actually happening forever. It's been happening forever, and I'll you why it's been happening forever. When was the last time you went to the movies? I go to the movies quite a lot.

In fact, I remember a story from 1998 where movie theatres and cinemas reported a massive, massive increase in ticket sales over one weekend, but they found that people were walking out after just a couple of minutes in the theatre, why was that? It was because Star Wars had released its first trailer in 15, 16 years for episode one. After Return of the Jedi, we had nothing, and then suddenly, The Phantom Menace rolled around.

When the trailer was released, people were buying tickets to go and see the trailer, and then leaving the theatre after the trailer had been on. Look it up, it's a legitimate story, okay? What does this have to do with your content marketing? Well, this was content marketing. Lucasfilm had created the ultimate, the ultimate content marketing plan by generating a trailer for a franchise that people were clamoring over themselves to see. They were giving people value. They were entertaining people. Do you know what else they were doing? They were selling. They were saying, "Come back on December X, whatever day Phantom Menace came out." Someone Google that, I don't know, they'll be on Wikipedia. It just, it created this buzz.

What was the only viable option for anyone wanting to go to the movies on that release date? You weren't going to see anything else, let's be honest. You were probably going to see Star Wars. That is what content marketing has to do for you, for your products, and for your business. Go and try it. Google anything, and I'm pretty sure that Wikipedia will be in the top few search results. We need that for you in your industry, all right?

I'll see you tomorrow guys. Have a wonderful weekend, actually it's Monday isn't it coming around on the next episode. I'll see you Monday. Never forget, the more you expect from yourself, the more you will excel.