02
Sep 14

The Benefits of Content Marketing by Joe Pulizzi

The Benefits of Content Marketing by Joe Pulizzi

The Benefits of Content Marketing by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about the benefits of content marketing.

 

The Benefits of Content Marketing Transcript:

CHRIS HAMILTON:

You hit on something in the book that’s really interesting. I think the stat is 85 percent of all blogs started by companies become obsolete. I completely agree with that. You see it all the time. Someone starts a blog with a flurry of activity. It starts to taper off a little — then it really tapers off — then it just stops. My reaction to that is if a company can’t keep up with posting a blog, how can they keep up with me as a long-term client? What are your thoughts around that?

JOE PULIZZI:

We talk to agencies about this a lot. Somebody will come to me and say, “Joe, I’m looking for a content marketing agency. Who should I pick?” My first response is always, “Look to see who’s doing the best content marketing. Are they doing for themselves what you want them to do for you?”

Consulting companies are notorious for this. We’ll get large consulting companies — or anybody with knowledge IP. They’ll say, “I don’t want to give away my secret sauce. I don’t want to give that away freely.” I’ll respond, “Here’s the deal. If you do this and you do it really well, you will grow your audience to such an extent that you’ll get opportunities you’ve never had before because you are sharing secrets with the people that want information. You’re growing the audience.”

You probably won’t go up against any competition, because your audience is going to be getting their information from you. They’re going to believe you’re the trusted expert. They’re not going to bid this out with two or three other companies. They’re going to go directly to you.

What we’re seeing in a lot of case studies is basically you’re the only one up for the job. This is great because they already know you can do the job. They might ask, “Well, Joe, what if one of the people reading my posts or listening to my podcast does it themselves?” I’ll respond, “Well, that could happen, but let me ask you this. Do you really want that kind of business?”

CHRIS HAMILTON:

Mm-hmm …

JOE PULIZZI:

What I love is it ferrets out those people that you don’t want to waste your time with in the sales process. They can go figure it out themselves. They can be gone. The ones that really want to know you can do the job that don’t want to do it themselves — that’s who you can sell to — and that’s who you want. In my opinion, there’s really no downside to it.

That’s what we’ve done at Content Marketing Institute. All we do is create a lot of content. People want to go to our events, and not because they’re the greatest events in the world. It’s because we’ve been delivering content to these people for months and years. They believe in what we have to say and they’re going to support what we have to sell.

CHRIS HAMILTON:

Absolutely.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on the benefits of content marketing.  Please feel free to comment below.

Chris Hamilton
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30
Aug 14

One of the Best Content Marketing Tips Podcast By Joe Pulizzi

One of the Best Content Marketing Tips By Joe Pulizzi

One of the Best Content Marketing Tips By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about one of the best content marketing tips you can use.

You can listen to the podcast of One of the Best Content Marketing Tips by clicking the play button below

or

Download this episode (right click and save)

One of the Best Content Marketing Tips transcript:

CHRIS HAMILTON:

I think what you’re saying — and I totally get it — is don’t sell to us. Educate, basically. Find that problem and fix it. Is that a fair assessment?

JOE PULIZZI:

I think that’s one and probably the best way to go to market. There’s lots of different types of content marketing. The content marketing that comes out of Coca-Cola — where they’re talking about entertaining and they’re really trying to make an emotional connection with you — is different than what John Deere is doing with The Furrow magazine, where they’re really trying to help farmers become better small business owners. That’s been the goal of The Furrow magazine for over 100 years.

But if I’m a small business — especially in B2B — I’m thinking about what’s keeping my audience up at night. What are they really struggling with in their business that I can help them with? You’re going to give and give and give.

We advise start-ups to focus on their audience’s needs first. Their products are going to change and evolve, but they know who their audience is, so they should create a relationship with that audience through consistent content. Build that audience and then start to release products. Get their feedback and get some insight from that.

I think if I was a start-up today, I would be going after the audience first and the products would come second. It’s just a lot of companies are impatient. They don’t want to do that, but I think that’s a better way to go to market today.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessContent Marketing Tips

Or by clicking the image below.

Content Marketing TipsContent Marketing Tips

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on one of the best content marketing tips.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






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Keyword: Content Marketing Tips


29
Aug 14

One of the Best Content Marketing Tips By Joe Pulizzi

One of the Best Content Marketing Tips By Joe Pulizzi

One of the Best Content Marketing Tips By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about one of the best content marketing tips you can use.

 

One of the Best Content Marketing Tips transcript:

CHRIS HAMILTON:

I think what you’re saying — and I totally get it — is don’t sell to us. Educate, basically. Find that problem and fix it. Is that a fair assessment?

JOE PULIZZI:

I think that’s one and probably the best way to go to market. There’s lots of different types of content marketing. The content marketing that comes out of Coca-Cola — where they’re talking about entertaining and they’re really trying to make an emotional connection with you — is different than what John Deere is doing with The Furrow magazine, where they’re really trying to help farmers become better small business owners. That’s been the goal of The Furrow magazine for over 100 years.

But if I’m a small business — especially in B2B — I’m thinking about what’s keeping my audience up at night. What are they really struggling with in their business that I can help them with? You’re going to give and give and give.

We advise start-ups to focus on their audience’s needs first. Their products are going to change and evolve, but they know who their audience is, so they should create a relationship with that audience through consistent content. Build that audience and then start to release products. Get their feedback and get some insight from that.

I think if I was a start-up today, I would be going after the audience first and the products would come second. It’s just a lot of companies are impatient. They don’t want to do that, but I think that’s a better way to go to market today.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on one of the best content marketing tips.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






Get the “25 Must Have Sales and Marketing Tips”

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Keyword: Content Marketing Tips


28
Aug 14

Why You Want To Do Content Marketing Podcast by Joe Pulizzi

Why You Want To Do Content Marketing by Joe Pulizzi

Why You Want To Do Content Marketing Podcast by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about why you want to do content marketing.

You can listen to the Why You Want To Do Content Marketing Podcast by pressing the play button below


Or

Download this episode (right click and save)

Why you want to do content marketing transcript:

CHRIS HAMILTON:

Just at a really high level, why does content marketing work and why would a company want to use content marketing?

JOE PULIZZI:

Let’s just go back to the past. If I wanted to become a media company fifteen years ago, I would have to spend a lot of money building a circulation database. I would have to figure out systems and processes to get that up and running. I’d have to figure out where the audience is.

Today your audience is immediately accessible on the Web. If you can consistently deliver content on the Web over a long period of time — just like a publisher would — you can find an audience. Where it breaks down for most businesses, particularly small businesses, is that they stop.

If you ask me why most businesses fail with content marketing, I’ll tell you it’s because they stop. Because at some point they give up. They don’t have the patience. They aren’t consistent about it. They don’t deliver the promise of content to their customers on a consistent basis and it breaks down.

I can tell you, Chris, with absolute certainty. If you stick with it — if you have a niche audience that you target and you deliver content consistently to them for eighteen months that they can’t get anywhere else — you will be successful at growing an audience. If you say six to nine months, I can’t promise you anything. That’s just too short a period of time.

When I was in publishing, we had three-year timetables because we knew it took about two to three years to build an engaged audience. What’s great about publishing today is there are no barriers to entry. You can start a blog tomorrow that’s free and make that available so Google can find it. So people can share it on social media. You can get email marketing technology that will email a newsletter out to your database. These are things that didn’t exist ten years ago. We have them today in small business.

The key is to maintain focus. Who are you trying to target and what are you trying to do? What kind of value are you trying to add? Instead of just pitching your products all the time, you have to create value for your audience. A lot of businesses have trouble doing that because they want to pitch all the time. Today you have to give more. You have to be more helpful. That’s the secret sauce.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessWhy You Want To Do Content Marketing

Or by clicking the image below.

Why You Want To Do Content MarketingWhy You Want To Do Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on why you want to do content marketing.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






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Keyword: Why You Want To Do Content Marketing


27
Aug 14

Why You Want To Do Content Marketing by Joe Pulizzi

Why You Want To Do Content Marketing by Joe Pulizzi

Why You Want To Do Content Marketing by Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about why you want to do content marketing.

 

Why you want to do content marketing transcript:

CHRIS HAMILTON:

Just at a really high level, why does content marketing work and why would a company want to use content marketing?

JOE PULIZZI:

Let’s just go back to the past. If I wanted to become a media company fifteen years ago, I would have to spend a lot of money building a circulation database. I would have to figure out systems and processes to get that up and running. I’d have to figure out where the audience is.

Today your audience is immediately accessible on the Web. If you can consistently deliver content on the Web over a long period of time — just like a publisher would — you can find an audience. Where it breaks down for most businesses, particularly small businesses, is that they stop.

If you ask me why most businesses fail with content marketing, I’ll tell you it’s because they stop. Because at some point they give up. They don’t have the patience. They aren’t consistent about it. They don’t deliver the promise of content to their customers on a consistent basis and it breaks down.

I can tell you, Chris, with absolute certainty. If you stick with it — if you have a niche audience that you target and you deliver content consistently to them for eighteen months that they can’t get anywhere else — you will be successful at growing an audience. If you say six to nine months, I can’t promise you anything. That’s just too short a period of time.

When I was in publishing, we had three-year timetables because we knew it took about two to three years to build an engaged audience. What’s great about publishing today is there are no barriers to entry. You can start a blog tomorrow that’s free and make that available so Google can find it. So people can share it on social media. You can get email marketing technology that will email a newsletter out to your database. These are things that didn’t exist ten years ago. We have them today in small business.

The key is to maintain focus. Who are you trying to target and what are you trying to do? What kind of value are you trying to add? Instead of just pitching your products all the time, you have to create value for your audience. A lot of businesses have trouble doing that because they want to pitch all the time. Today you have to give more. You have to be more helpful. That’s the secret sauce.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessWhy You Want To Do Content Marketing

Or by clicking the image below.

Why You Want To Do Content MarketingWhy You Want To Do Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on why you want to do content marketing.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






Get the “25 Must Have Sales and Marketing Tips”

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We respect your email privacy

Keyword: Why You Want To Do Content Marketing


26
Aug 14

What is Content Marketing Podcast By Joe Pulizzi

What is Content Marketing By Joe Pulizzi

What is Content Marketing By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about What is Content Marketing?.

You can listen to the What Is Content Marketing Podcast by clicking the play button below

or

Download this episode (right click and save)

What is Content Marketing Transcript:

CHRIS HAMILTON:

What exactly is content marketing?

JOE PULIZZI:

I’ll give you a formal definition and then I’m going to dumb it down, a little bit, and talk to you about the way I think about it. Content marketing is the creation of valuable, compelling, relevant content that is delivered on a consistent basis to try to attract and retain customers by building an audience.

Traditionally, marketing was about distracting somebody that’s reading a magazine or on the Web or listening to the radio. I was the commercial. The commercial was the content that they didn’t really want, and my goal was to try to distract them. That’s traditionally what we’ve known as advertising.

What I want businesses to think about is becoming the content. How do you become the go-to resource? How do you become the blog someone goes to, to get their information? How do you become the podcast series? How do you become the magazine? How do you become the go-to event in your industry? You need to think of yourselves like a publisher or a media company building that relationship over time. And because you have that relationship with customers, they end up buying from you. You’re creating that loyalty. You’re creating that relationship.

It’s been going on for a long time, but because there’s no barriers to entry for creating content on the Web anymore, there’s this opportunity called content marketing and there’s a lot of businesses getting into it.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing LessWhat is Content Marketing

Or by clicking the image below.

What is Content MarketingWhat is Content Marketing

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on What Is Content Marketing.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






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Keyword: What is content marketing


25
Aug 14

What is Content Marketing By Joe Pulizzi

What is Content Marketing By Joe Pulizzi

What is Content Marketing By Joe Pulizzi

I recently had the opportunity to interview author Joe Pulizzi about his best selling book, Epic Content Marketing.

In this interview, Joe talked to me about different topics in his book and in this segment he talks about What is Content Marketing?.

 

What is Content Marketing Transcript:

CHRIS HAMILTON:

What exactly is content marketing?

JOE PULIZZI:

I’ll give you a formal definition and then I’m going to dumb it down, a little bit, and talk to you about the way I think about it. Content marketing is the creation of valuable, compelling, relevant content that is delivered on a consistent basis to try to attract and retain customers by building an audience.

Traditionally, marketing was about distracting somebody that’s reading a magazine or on the Web or listening to the radio. I was the commercial. The commercial was the content that they didn’t really want, and my goal was to try to distract them. That’s traditionally what we’ve known as advertising.

What I want businesses to think about is becoming the content. How do you become the go-to resource? How do you become the blog someone goes to, to get their information? How do you become the podcast series? How do you become the magazine? How do you become the go-to event in your industry? You need to think of yourselves like a publisher or a media company building that relationship over time. And because you have that relationship with customers, they end up buying from you. You’re creating that loyalty. You’re creating that relationship.

It’s been going on for a long time, but because there’s no barriers to entry for creating content on the Web anymore, there’s this opportunity called content marketing and there’s a lot of businesses getting into it.

You can order Joe’s book by clicking this link -> Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Or by clicking the image below.

Joe is the founder of the Content Marketing Institute. the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World.  You can find out more about and connect with Joe at http://joepulizzi.com/

Hope you enjoyed this post on What Is Content Marketing.  Please feel free to comment below.

Chris Hamilton
25 Must Have Sales And Marketing Tips and Tricks






Get the “25 Must Have Sales and Marketing Tips”

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Keyword: What is content marketing


23
Aug 14

An Interview With Steve Schiffman on Selling Services Podcast

An Interview With Steve Schiffman on Selling Services Podcast

Why Selling Services is Tough By Steve Schiffman

I recently had the opportunity to interview Steve Schiffman for the third time.  Steve is a corporate sales trainer that has trained over 500,000 sales professionals at over 9,000 companies.

In this interview, Steve talked to me about his book Secrets of Selling Services.

You can listen to the podcast by clicking the Play button below:
Or

 

You can order Stephen’s book by clicking this link: Secrets of Selling Services: Everything You Need to Sell What Your Customer Can’t See—from Pitch to CloseSteve Schiffman on Selling Services

Or clicking on the image below.

Why Salespeople Need To Follow Up By Steve Schiffman

You can connect with Steve at his website www.steveschiffman.com

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22
Aug 14

An Interview With Steve Schiffman on Selling Services

Why Selling Services is Tough By Steve Schiffman

An Interview With Steve Schiffman on Selling Services

I recently had the opportunity to interview Steve Schiffman for the third time.  Steve is a corporate sales trainer that has trained over 500,000 sales professionals at over 9,000 companies.

In this interview, Steve talked to me about his book Secrets of Selling Services.

 

You can order Stephen’s book by clicking this link: Secrets of Selling Services: Everything You Need to Sell What Your Customer Can’t See—from Pitch to CloseSteve Schiffman on Selling Services

Or clicking on the image below.

Why Salespeople Need To Follow Up By Steve Schiffman

You can connect with Steve at his website www.steveschiffman.com

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Keyword:


20
Aug 14

Why Selling Services is Tough By Steve Schiffman

Why Selling Services is Tough By Steve Schiffman

Why Selling Services is Tough By Steve Schiffman

I recently had the opportunity to interview Steve Schiffman for the third time.  Steve is a corporate sales trainer that has trained over 500,000 sales professionals at over 9,000 companies.

In this interview, Steve talked to me about his book Secrets of Selling Services and specially about Why Selling Services is Tough.

 

Why Selling Services is Tough Transcript:

CHRIS HAMILTON:

Why do people have such a tough time selling intangible items?

STEVE SCHIFFMAN:

Just because of that. The interesting thing is they’re so used to showing something. Taking something to a sales meeting and saying, “Here’s what it looks like and this is what it feels like.” They don’t know what to do when it’s a service even though the service is the product. They have difficulty explaining that.

Part of that is they don’t get enough information from the prospect to see if it really applies. It’s like they’re trying to throw something at them, but they don’t know what it is that the person wants or needs in the first place.

 

You can order Stephen’s book by clicking this link: Secrets of Selling Services: Everything You Need to Sell What Your Customer Can’t See—from Pitch to CloseWhy Selling Services is Tough

Or clicking on the image below.

Why Salespeople Need To Follow Up By Steve Schiffman

You can connect with Steve at his website www.steveschiffman.com

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Keyword: Why Selling Services is Tough


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