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
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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






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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






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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


11
Aug 14

Why Sales People Should Be Using Statistics in Selling By Steve Schiffman

Why Sales People Should Be Using Statistics in Selling By Steve Schiffman

Why Sales People Should Be Using Statistics in Selling

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 sales people should be using statistics in selling.

 

Why Sales People Should Be Using Statistics in Selling Transcript:

CHRIS HAMILTON:

On page 35 of your book (which I’m holding up again) …

STEVE SCHIFFMAN:

Thank you …

CHRIS HAMILTON:

… you go into why using statistics is important in selling services. I have my own take on this. I use statistics all the time because it allows me to show someone how to use a benchmark to help them get where they want to go. What’s your take on it?

STEVE SCHIFFMAN:

I think you need the credibility. Statistics make you more credible. You’ve got to be able to tell somebody something works, why it works and show them some proof of that. We’re always trying to figure out what the best approach is. The best approach is that this is what it does, this is how it works and here’s what other people say about it. We’re looking for statistics as backup.

I hope the book doesn’t convey that I’m all about statistics — that I walk around saying that 99% of people say this or say that. But I am looking for the statistics that allow me to prove that what I’m selling is good — that it’s a quality product or quality service.

I think that’s the importance of statistics. It’s not to overwhelm the person. It’s to complement what you’re doing.

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 Close

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: Using Statistics in Selling


08
Aug 14

How the Internet Changed Selling By Steve Schiffman

How the Internet Changed Selling By Steve Schiffman

How the Internet Changed Selling

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 specifically on how the internet changed selling.

 

How the Internet Changed Selling Transcript:

CHRIS HAMILTON:

Most people are super educated before they make a decision. The Internet changed everything.

STEVE SCHIFFMAN:

That’s right. It has changed everything.

CHRIS HAMILTON:

Absolutely. Google published Winning the Zero Moment of Truth. The stats are a little old here, but two or three years ago, people would look at five different websites. Now they’re looking at ten or twelve websites before they start making decisions. My question to you is because the Internet has changed everything, people have become super educated. What is it that a salesperson can do to add value to a sale?

STEVE SCHIFFMAN:

For one thing, the salesperson has to know what the prospect has read. You can’t go into it and pretend it isn’t out there. Because for every product that has something good written about in on the Internet, there’s some negative thing written about it, too. I don’t care what product or service you’re looking at. There’s somebody writing about it right now that says it really doesn’t work.

You’ve got to know that. You’ve got to be able to complement that and work with that saying, “Okay. Here’s why they said that or here’s the issue.” It’s no longer that the complaints just drift out. The complaints are real and they sit there, so people know that that service didn’t work. That telephone didn’t work. The product or service that they sold didn’t work and people now know that.

So number one, you’ve got to be aware of what the Internet is saying. Secondly, people tend to over-research every single product today and every single service — to the point where they are confused. You need to focus down on one or two pieces. You can’t let them go with ten concepts. Do that and they won’t know where to go. They won’t be able to work with it. You’ve got to get them focused by saying, “Let’s just pay attention to these two characteristics — how these two things work — and let’s compare them.”

If you go after ten different concepts, you’ll be there all day. You’ll never get anywhere.

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 Close

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: how the internet changed selling


01
Aug 14

How Salespeople Can Gain A Competitive Advantage by Steve Schiffman

How Salespeople Can Gain A Competitive Advantage by Steve Schiffman

How Salespeople Can Gain A Competitive Advantage

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 specifically about How Salespeople Can Gain A Competitive Advantage.

 

How Salespeople Can Gain A Competitive Advantage Transcript:

STEVE SCHIFFMAN:

I’ll tell you something interesting. I did a webinar this morning with a company. They said, “We’ve got a lot of people that are selling a product.” I said, “Out of curiosity, how do you know you’re talking to the right person?” They asked, “Well, what do you mean?”

I said, “Well, first of all, if you’re going to uncouple them, you’ve got to find out who the right person is.” What they do is they go in and whoever they end up speaking to, that’s the right person. I said, “Well, that’s not going to work. You’ve got to understand how and why they made that decision and in doing that, you’ll find out the who and then you can address it. But you can’t address it to the wrong person because that doesn’t matter.”

I might have something to sell that’s worth a million dollars to someone, but have the person I’m selling it to say, “No, I’m not interested,” simply because they’re not the ones that are interested. You’ve got to understand the buyer. It’s as important to understand the buying process as it is to understand the selling process.

CHRIS HAMILTON:

That absolutely makes sense.

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 CloseGain A Competitive Advantage

Or clicking on the image below.

How Salespeople Can Gain A Competitive Advantage by Steve Schiffman

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

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Keyword: Gain A Competitive Advantage


30
Jul 14

Why Creating a Personal Brand For Salespeople Is Important By Steve Schiffman

Why Creating a Personal Brand For Salespeople Is Important By Steve Schiffman

Why Creating a Personal Brand For Salespeople Is Important

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 specifically about Why Creating a Personal Brand For Salespeople Is Important.

 

Why Creating a Personal Brand For Salespeople Is Important Transcript:

CHRIS HAMILTON:

Every salesperson should be creating a personal brand …

STEVE SCHIFFMAN:

 Yes

CHRIS HAMILTON:

… around themselves. It’s a massive differentiator.

STEVE SCHIFFMAN:

 Right.

CHRIS HAMILTON:

I am creating a personal brand and I do it by interviewing first-rate authors like yourself. It helps me build credibility. First of all, why would someone want to build a personal brand and secondly, how do they go about it?

STEVE SCHIFFMAN:

It goes with what I said before — innovation. You have to separate yourself from your competition. If I choose ten salespeople selling the same service — they will look the same, they will act the same, they will ask the same questions and they will answer the same questions the same way.

You have to be different. You have to find something within yourself that separates you out. I don’t care what that is. It could be in the way you dress. It could be in the way you stand. It could be in the way you speak. In the way your present something. But you have to do something different that’s going to make you stand out.

If you’re like everybody else, you’re like everybody else and no one’s going to remember you. No one will remember. You’ve got to find a way in which you can get people to listen to you and down the road think, “Gee, I remember that.”

I wouldn’t go as far as this — but I actually like the concept. Ask your prospect if you can use your cell phone to take a photograph of them, explaining that you want to be sure you can remember them. Now, that may sound ridiculous, but it separates you out.

I remember a guy years ago from GBC, a stationery company. At the end of the sales call and after you bought something, he would give you a hug. Now, this guy was an animal. I mean, he was as big as he could be. But in giving you that hug, he just got you there. You couldn’t forget him. You could never forget this guy. Now, that may sound a bit extreme — but how extreme is it, really?

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 Close

Or clicking on the image below.

Why Creating a Personal Brand For Salespeople Is Important By Steve Schiffman

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

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Keyword: Creating a Personal Brand


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