532 - The 80/20 Rule of Content Marketing

November 7, 2018

Well hello there, welcome to episode 532 of The 7 Minute Mentor with me, Mark Asquith, and today we're going to talk about the 80/20 rule of content marketing. It's a follow-up to yesterday, which in turn was a follow-up to episode 530, where we talked about understanding your own buying behaviour, and then like I said yesterday, we talked about just one very important question, are you a content creator or are you a content marketer?

You know the answer now, you are a content marketer. You use content marketing to create the conditions of a sale and to be the only viable option when someone decides to buy. That is what you do, all right?

In a second or two, we're going to dig into the 80/20 rule, so stick around for that, but before I do that, I want to remind you that I'm going be live at 4:00 PM UK, 11:00 AM Eastern, 8:00 AM Pacific on Friday with my free coaching session. You know what it's going to be like, it's me, unfiltered, unadulterated, 30 minutes of my business acumen coming straight at you.

And if you've got a question that you want answering, if you've got a problem that you're struggling with, I want you to come along and ask me, all right? You can get all the details, you can join the session for free. Don't even need your email address if you don't want, but go and get all of the information at excellence-expected.com/freecoaching.

Also, just a quick reminder, the AWeber, my email marketing partner of choice are still giving you 90 days of their platform for free. Now, look, heres the deal. It's the 7th of November 2018, that means you've got about what, five weeks left of working properly, before Christmas kicks in and then guess what? It's 2019.

A brand new year when you'll be fired up, you'll be full of beans, you'll be ready to make your move again, but your email marketing will probably not be up to scratch, because it's probably not changed that much since last year, has it? And that's a massive shame. I'm quite literally sat here with emails going out, and people signing up to my products.

I'm seeing that land now, and it's because AWeber has set my campaigns up. I've got everything set in AWeber to enable that to happen and you aren't doing that, then please, I implore you, make this change for 2019. Start email properly and do it with AWeber, because they're the best in the business and they're the only company that I trust with my email marketing. And you know me, I don't recommend stuff that is not top of the line.

So please go get started for 90 days, completely free, at excellence-expected.com/aweber.

Okay, the 80/20 rule of content marketing. Now we know the difference between a content creator and a content marketer, but where we choose to spend our time makes all the difference. How can we use Pareto's principle, the 80/20 rule, to focus our attention on creation versus marketing?

Well here's the deal. If you give yourself a label of being a content marketer, which believe me, a lot of people do when they're not content marketers, they're just creators. If you give yourself that label, and you spend all of your time or a majority of your time or even half of your time just creating content, how do you expect to build a business around it? How do you expect to generate the conditions of a sale, by using that principle?

You can't. If you're spending too much time creating, then you cannot possible spend enough time marketing. It's crazy, you can't. You can't do it. But so many people do that, you know? I talk to so many people on my podcast, at Accelerator, on our Mastermind sessions, inside the Podcast Success Academy, and I talk to them about how their week's structured, and they say, "Well, I do four days of interviews or four days of podcasts." And I'm like, "What are you talking about? Why are you doing that much? How are you spending time marketing this thing and building revenue? You're not doing that, and then you wonder why can't pay the bills, or why you're thinking about stopping being an entrepreneur."

The problem is simple, that they're not spending enough time being the business. So, what I do and what Jess and I do, Jess is our head of marketing, as you know, Jess Kupferman's our head of marketing here at podcasts websites, and we've got a rule, an 80/20 rule. We should spend only 20% of our time creating content, and the rest of it, 80% should be spent marketing it.

Now if you think about your work week, that actually works real easy, 80/20 rule. Your week is split into five, Monday through Friday. It's five. You do one day of content creation, and then you spend the rest of the days, four days, marketing that, because you are a content marketer. If you're spending any more time than 20% of your time on creating the content, I can guarantee you that your bottom line will suffer because you're not marketing it.

You're not telling people about it. You could create the best product, the best content, the best tutorials, the best vlog, the best podcast in the world, but if no one knows about it, it will never get any traction ever. Then, your products won't sell, because content marketing is not just about marketing your product. It's about marketing the content that is marketing your product.

You've got to market both things. Your content markets your product either by proxy of providing value or directly saying, "Here's a really cool thing." Then, you market your content. Here's this really amazing answer to this problem that you've been having. Go and look at it. Go and get that problem solved.

So by proxy of your content, you're marketing your product, and you should strategically plan that in, but you have to, have to, have to tell people about the content that you're creating. If you don't, no one will know it exists. So please, I implore you, use 80% of your time to be the marketer, and use 20% of the time to be the creator. The 80/20 rule of content marketing, spend 20% of your time creating the content, and then spend 80% of it marketing that content.

Please do that, please, please, please do that. If you're struggling, maybe you're struggling to structure things. Let me know. Please, let me know. I will help you with that. That's why I do my free coaching sessions every single Friday. Come along to the session, 4:00 PM UK, 11:00 AM Eastern, 8:00 AM Pacific. I promise to help you. Let me know what I can do. I will be there, so just starting thinking as that founder, as that business person, as that marketer.

Last month, we focused on why you need to be a marketing founder. This month, I'm teaching you bits of content, how to be that content marketer. I want this to be your overriding principle. "I will spend 20% of my time creating, and I will spend 80% of my time marketing."

If you do that, I will guarantee you will have an edge that no one else has got in your industry. You will have an edge, because I can guarantee you that no one is doing it like that in your industry, because people simply don't. People simply get on the hamster wheel of creation, and they stay on it.

Thanks so much for joining me, guys. Tomorrow, we're going to talk about positioning yourself as an expert. So until then, never forget, the more you expect from yourself, the more you will excel.