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If you’re wanting to sell or promote something, you have to be comfortable with marketing.

It can be easy to write off marketing as sleazy or underhanded, a collection of tactics that ignore the customer experience and just try to get a quick sale. Annoying advertising schemes clutter our feeds and inboxes, and you might think that the only way to get someone’s attention is by plastering ads all over the internet.

Content marketing is a strategy that is all about building trust and relationship with your audience. Producing content that resonates with your customers and potential clients is an incredibly effective (and infinitely less annoying) tool to get peoples’ attention and funnel them toward a specific goal.

In this episode, Sean McCabe joins the show to discuss content marketing and how it can help your brand stand out.

Highlights, Takeaways, Quick Wins
  • Content marketing is a way to get peoples’ attention by providing value upfront, before you actually sell something.
  • People like to buy from those who they know and trust.
  • It’s never too soon to establish yourself as the person people should be listening to.
  • You have to engage with people where they already are.
  • Always solve a real problem that a real person has.
  • When people realize you’re talking directly to them, they’ll want to connect with you.
  • You have to be willing to give value freely, even if no one ever clicks your link.
  • People want you to make them care—do that by speaking to their problems.
  • The only way you can make someone care about you is proving that you care about them.
  • The most successful brands connect with people instead of just selling a product.
  • You have to remember the end-game isn’t creating content, it’s marketing something.
Show Notes
  • 03:00 Cory: For those of you who don’t know, I work for Sean McCabe, who’s on the show today, and his brand, seanwes. We’re talking about how to set your brand apart with content marketing and I want Sean to give some context to that by telling us a little about seanwes. The world of content and relationship marketing, and connecting with people beyond just selling a product, is huge for us at seanwes. Can you explain what you do and your background in content marketing and business?
  • 03:42 Sean: seanwes is essentially a network—it’s a platform for people who want to produce high quality material, who really care about their audience and want to serve them, and who are starting from a standpoint of values, like you talk about on your show. It’s not a totally open platform. I have the seanwes podcast where myself and Ben, my cohost, teach people about creativity, business, and marketing. It used to be just me, but slowly I’ve opened up the seanwes brand to encompass more than just me. Cory has this show, Aaron has the Podcast Dude show, we’re slowly growing this thing and I’m trying to do it very selectively.
  • 04:33 I’m only bringing on people who are very invested in their audience and delivering a top-notch experience for people. Content marketing has been our cornerstone way of attracting an audience for the shows here. We also have a lot of things planned for seanwes as far as courses. For us, podcasting, blogging, and making videos are ways of bringing people in and providing value. Ultimately, we want to take them to the next level with things like courses, where people like myself and Cory can teach people and share our knowledge. Content marketing brings people into the network and platform and then we take it to the next level with courses.
  • 05:33 Cory: Being a part of this brand is awesome because it allows me to feel like I’m a part of something bigger and that’s not just because we’re creating great things, but we’re helping people to figure out what they want to be doing and content marketing plays into that.

What Is Content Marketing?

  • 06:21 Sean: Content marketing is a tool you can use to get people’s attention. One of the questions we got was, “Should you do content marketing if you don’t have something to actively sell yet?” We can get into that more later but I really want to emphasize the word “marketing”. I think a lot of people overlook that part when they see “content”. What exactly are you marketing? Content marketing is a tool to bring people in, just like if you were to spend money on ads to get peoples’ attention. There’s different ways of getting peoples’ attention.

Content marketing is a way to get peoples’ attention by providing value upfront, before you actually sell something.

  • 07:21 To market is to promote products or services, so content marketing is a way of giving people content that helps enrich their lives, but ultimately, you have to remember the point is to sell them something—a product, service, an event, or membership. Eventually it comes down to selling something.
  • 07:44 Cory: One of the terms you might hear in the marketing world is “funnel”. The idea of a funnel is to have an open top where you can collect what you’re trying to gather and get it to one place. When I was young, my dad taught me to change the oil in my car and the opening to the engine is really small, so you have to use a funnel when you’re pouring the oil in for it to go to one place. Ultimately, marketing is all to accomplish a goal. Content marketing is the strategy of producing relevant and valuable content for a particular audience to achieve a specific goal.
  • 08:52 We’ve talked about defining your target audience before and content marketing defines our audience and the direction we want them to go (Related: e003 Defining Your Target Audience). How would you say content marketing is built to establish trust between you and your customer? What is the role between connecting yourself or your brand to your audience?

People like to buy from those who they know and trust.

  • 09:28 Sean: If there’s ever an option with one product and another, they’re going to go with the one they feel more familiar with and they trust a little bit more. We find these trust factors in a bunch of different ways: if you know the person who’s making the product, if you’ve bought something before and had a great experience, and sometimes we acquire trust through things like reviews if we’ve never heard of a company. We try to get a better idea of other people’s experience and story. The more expensive your product is, the more trust, loyalty, and familiarity you have to breed in the beginning.
  • 10:19 Content marketing is a way of getting that relationship going with you and your audience—providing them value, asking them questions, listening to them, having conversations with them, and then making more content in response to those questions. That way, they feel like there’s a dialog going on. Even the people who aren’t asking questions—the people standing by and observing—still feel like you’re talking to them because you’re answering questions they have in their mind already.
  • 10:49 Cory: Should all content marketing be based on the questions your audience is asking or is it something where you should say, “Here’s the problem and here’s my take on it?”
  • 10:59 Sean: I go back and forth between those, because on the seanwes podcast, one of the most common things people say is, “You’re answering a lot of the questions I didn’t even know to ask yet.” It really depends on your goals. Sometimes there’s a very clear problem you’re trying to solve and other times, there’s problems people have that they don’t know they have, and the first step might be letting them know they have it. Open up a conversation about it: “Hey, you’re trying to build a brand and you’re not even aware that this thing you’re doing is effecting your brand.” They may not even know to ask the question, “When I go to a conference and set up a booth, how does that effect my brand?” Sometimes you need to ask it for them.

The Value of Content Marketing

  • 12:05 Cory: I want to talk about the short-term and the long-term value of content marketing. I just got a piece of mail from Google saying, “Congratulations on starting your business! Here’s $100 free towards Google Adwords, where you can get noticed and advertise.” A lot of people think that advertising will bring them immediate results. Content marketing doesn’t necessarily have immediate results, so what is the value of content marketing in regards to the short-term and long-term? Should the people who are trying to build a brand be focused on the short-term or focused on the long-term?
  • 13:05 Sean: A younger version of myself would have said, “All long-term,” but what I’m realizing more lately is that it has to be a balance. You have to focus on the short-term. People need exposure to something seven times before they’ll buy and before it resonates with them (Related: seanwes podcast e153 The Magic of 7). If you go to Time Square and ask a bunch of people, “Would you buy this thing?” you might get a few people out of a hundred. The reason you’re able to get those people is they’re at the sixth time—maybe they saw a commercial, a billboard, an ad, or a YouTube video for something similar—and you happened to be that seventh time for them, so they’ll actually buy it.
  • 14:09 A lot of businesses go all out on this. They realize that someone else is going to put in the six tokens and they want to be the seventh time for someone out there, so they cut right to the chase and sell. Content marketing is basically putting in those other six tokens, or at least some of them. Content marketing is trying to get people one step closer to buying. Let’s paint a mental picture of who this person is that will buy your product. What do they need to know? What do they need to have done? What position do they need to be in? As Gary Vaynerchuck would say, you “reverse engineer it” to figure out what you need to do to get them to the point of being able to buy.
  • 15:02 For the people who aren’t there yet, content marketing will take them one step at a time, from step two to step three or step five to step six. You’re working your audience through these steps to the point where they’re prequalified to buy from you. You could leave all of that to your competitors. A lot of businesses do this! They think, “Someone else will teach them, so we’ll sell them,” but its a balance. You have to sell so in the short-term you’re making money and staying in business, but in the long-term, content marketing will bring people in and elevate your audience to the level they need to be in in order to buy from you.
  • 15:43 Cory: Should all of your content marketing be focused on a bigger thing? Cynthia asks, “How long should you expect between when you start content marketing and when that marketing turns into sales?” In addition to that question, should all of your marketing be focused toward one specific product, or should it be a brand providing a solution?

If you want to make money in the short-term, your content should cater to the people who are at the level they need to be in order to buy from you.

  • 16:09 Sean: If you’re thinking more long-term, you can set your business up to be doing really well in five years if you’re doing content marketing that’s across the board in terms of levels. If someone is just getting into your field, what’s the first thing they need to know? That’s going to help a lot of people. Using the funnel analogy, there’s going to be a ton of people that are interested. There’s going to be fewer people who are interested and are actually willing to buy some tools. There are even fewer people who are willing to sign up for a service or pay for an education. It narrows down more and more, but if you focus broad, you bring those people down gradually through the funnel.
  • 17:07 When you pour oil into the funnel for your car, all of it goes down to the hole at the bottom. In this case, not everyone goes all the way down. The difference between each level is the conversion rate. Of all the people who come in at the top, if a percentage of them convert then you have a smaller section—the overall shape looks like a funnel. If you want to make money now, you need to focus on the people that have money to spend and you need to solve problems for them that will make them money. If you solve problems that make people money for people who have money, you’ll make money.
  • 17:51 Cory: When it comes to marketing, getting customers, or making sales, you have to spend money to make money. You have to invest to get any kind of return. You’ve got to pay to play. When it comes to establishing what you’re doing, you may not immediately see results from content marketing. It is adding a token though—there’s a process and a progress. You have to invest time and money to see return.
  • 19:01 Sean: If you’re investing money, you have to be making money from somewhere. If you’re starting a business, that might be starting out with a product and you might not have a huge audience because you haven’t been doing content marketing, but as long as you sell a few of those, it can keep you in the game. If you don’t have that, your investment will need to come from somewhere else. I often talk about The Overlap Technique, which primarily focuses on getting out of a day job into something you want to do, but as I develop the idea for this a little more, I’m realizing the overlap is a continual thing. It’s always taking you to the next step you want to be at.
  • 19:45 The first stage of that is creating a foundation—the foundation covering your bills or business expenses. If you’re wanting to start a business and you’re wanting to do content marketing, you need to make sure you have a foundation somehow. If your business isn’t making money, you need to make money somewhere else first and use that money or your time to invest in the new business. Content marketing is a very long-term strategy. It’s much faster to make money by knocking on people’s doors in your neighborhood than putting content online. Make sure you’ve got money coming from somewhere else or start out with a product. Some people were asking when they should start product marketing: should I have the product first or eventually get to that point?

It’s never too soon to establish yourself as the person people should be listening to.

  • 20:38 Cory: If eventually you’re wanting to take your brand in a different direction and develop a product or service, you’re building trust between you and your customer or audience. That’s what’s going to last in the long-term. If you’re trying to determine if it’s too soon to start marketing, the first part of content marketing is “content”, so you need to get into the habit of creating content. You need to be in a place where you’re demonstrating that you have expertise in a particular area. If you don’t start off with a product because you’re overlapping, start writing. Start getting that stuff together so people can start to see you and when you start to apply the marketing side of content marketing, it’s going to make more sense because you’ve established trust.

It All Starts With Writing

  • 22:12 What type of content do you recommend that people produce to reach their target audience?
  • 22:21 Sean: It all starts with writing. Everything you do, especially when it comes to content marketing, starts with writing, whether it’s blog posts, videos, newsletters, podcasts, conference talks, etc. If you’re trying to figure out where you should start, there’s certainly easier places. Blog posts are easier to produce than nice-looking videos, but no matter what you do, you have to start with writing. If you want to develop a skill and do something that’s going to supercharge your business, you need to start with writing. Blog posts are probably the easiest place to get started and the nice thing is those can turn into other content. You can turn it into a video or a podcast. If you’re going to go in order, after blog posts, I would say podcasts are easier to do than videos, because videos also require quality audio. Podcasts are just the audio aspect of that and it’s a little easier to step up.
  • 23:30 If you’re going from a podcast to a video, I’d say to start with screencasts on videos and gradually work yourself in with a webcam, and eventually a DSLR. No matter what you choose to start with or focus on right now, I would encourage you to start off with writing. Write out what you want to accomplish with it, what you want to say, and make sure it’s purposeful. Make sure there’s a takeaway in mind before you go into the creation of the content. I’m working on a live online workshop called Supercharge Your Writing that’s happening the beginning of November 2015, but a recording will be available that you can get. I want to encourage people to use their writing to take their business to the next level.
  • 24:30 Cory: When you start off with writing, like you’re just sitting down, and your mind is blank, what are some techniques people can utilize to figure out what they should be writing about?

Don’t set aside time to write and then not know what to write about.

Write out topics ahead of time.

  • 24:47 Sean: That focused time you have when you sit down to write is so precious. You have to make sure you maximize that and the way you maximize that is by making sure you have topics written out ahead of time. Let’s say you’re going to create content on a weekly basis or every couple of days, I would still encourage you to write every single day, but make Mondays be the day you lay out your topics for the rest of the week. That way, you wake up on Tuesday and you know exactly what to write about because it’s scheduled there.
  • 25:30 Scheduling your topics will change everything for you. When I first started podcasting, I often didn’t know what I was talking on until the morning of the show when I was trying to prepare for it. It was terrible. Now, all of the shows on the whole seanwes network have all of their topics for the next three episodes on the schedule. It’s huge! You can process it, but when you get to the day where you’re supposed to prepare, you know exactly what you’re supposed to be writing on. You don’t have to waste the fist hour thinking about what you should write on.
  • 26:09 Cory: Kyle and I actually had a brainstorming session last week and we planned out topics through episode 13. We sat down and asked ourselves: what are the questions people are asking specifically? We’ll be in the Community during the week and I’ll shoot him a text that says, “People are talking about this thing. We need to do an episode on this topic!” We’ve got a lot of clarity now that we’ve sat down and figured out what we want to talk about. That way, I’m not guessing the week of.
  • 26:58 Sean: I can hear people right now thinking, “I don’t have people asking me questions so I can’t do that.” That’s not an excuse! You have to do your homework. There’s tons of questions out there! Who is someone you look up to and follow that’s really well known? Go to their Twitter and look at their mentions; what are the questions people are asking them that are going unanswered because this person is super busy? There you go! You know those are real struggles. You’re not guessing.

You should never guess about the content you’re making.

Always make sure you’re solving a real problem that a real person has.

  • 27:38 Cory: People are literally going to be looking for that kind of stuff. You can see different things people have searched for when you start typing, “How do I…” in Google. What that displays is that there are people asking simple questions like, “How do I start a business?” or, “How do I mow my lawn?” You can also assume that for every person asking a question, there’s probably 50 to a thousand other people who are thinking that question, they’re just not saying it out loud. As you piece together what’s in your field to your brand, it’s helpful to answer the questions people are asking with your expertise and experience.
  • 28:47 Sean: Find out where the people you want to reach are congregating. Is it forums, Twitter, or Instagram hashtags? Go in the comments and read the discussions. Find the conversations where people talk about how frustrating something is for them. It’s out there, you just have to find where the people you’re trying to reach are having these conversations.
  • 29:17 Cory: The worst thing you can do is say, “I want to make this thing for me, so I’m going to write about why I’m doing it.” That’s projecting myself onto people, rather than saying, “This is your struggle. This is your story.” When people realize you’re talking directly to them, they’ll want to connect with you. I’ve seen a lot of people wondering if they should tell their story, or tell the audience’s story. What is a story? How does that work in content marketing or having a brand? I’ve seen people write blog posts, produce newsletters, or send out tweets with these questions, so we’ll be talking about this on the show in a couple of months. Storytelling in itself is content marketing because you’re bringing people into a certain goal.
  • 31:06 You can go to others in your field who are really busy, read what people are asking them, and then answering those questions. Aaron Dowd is the podcast editor for the seanwes network and I remember a couple of months ago, he was doing some searches for audio editing. People were asking questions of other audio mixers or podcast hosts and he would reply to those with a little takeaway and a link to an episode of his show, the Podcast Dude, that solved that problem.
  • 31:59 Sean: He looks for people who are asking popular guys questions and he helps them. There’s probably a lot of people who feel jaded by the big person in the industry—they feel like, “Oh, that guy.” They might be too upset about that person and their success that they won’t go look at the conversations happening there. There’s a lot of value there so get over yourself.
  • 32:39 Cory: We’ve talked about how it all starts with writing and repurposing writing into other things. I want to give a quick example of how effective content marketing can be. When I think of content marketing, one of the most effective brands doing this is Red Bull. Red Bull is an energy drink that’s terrible for you, but it’s literally a media company. When I hear Red Bull I think about energy drinks for a second but more prominently, I think of the guy who skydived from space that was sponsored by them, and all the videos and content they produce. They’re inviting all the people who are interested into an adventurous story. In a sense they’re saying, “With Red Bull, you can do these awesome, adventurous things.” They’re a media producing company—they’re cranking out videos on a wildly successful YouTube channel.
  • 34:00 Sean: What is your brand? With Invisible Details, you can…what?
  • 34:06 Cory: With Invisible Details, you can grow your audience through story and authenticity. I want to help people gain greater clarity and have a better relationship with their audience and customers.
  • 34:26 Sean: If people are thinking, “I want to be the Red Bull! I thought you had to just be an energy drink company and talk about drinks. I want to be that media company that brings people in with the story.” In order to become that, that’s where Invisible Details comes in.

Build Your Own Platform

  • 35:09 Cory: Toby asked a great question, “What are your thoughts on pushing your [blog] content through other platforms, such as Medium, LinkedIn, etc? What are your thoughts on creating content natively that’s on your own platform vs. hosting that content on another platform?”
  • 35:30 Sean: First of all, you do want to build your own platform. If you build your house on the sands of Facebook, it’s going to crumble when Facebook changes the rules. If you build your course empire on ShareYourSkills.com, it’s going to crumble because when they change the game, you can’t do anything about it. When you build your six second video empire on Vine, it’s going to crumble because they own you. Does that mean you don’t post on platforms like YouTube, Twitter, Medium, Facebook, Instagram, or Vine? No! It means build your own platform—have a website with your name.com that people can go to and you can control that entire experience. The difficult part is people don’t know you exist and they don’t know your domain.

You have to engage with people where they already are.

  • 36:43 A lot of people try to say, “Hey, go to my website! Go to my website! Go to my website!” but you have to go where they are. Don’t go where they are and say,”Hey, come over to my party.” Imagine you’ve got a fair going on. It’s a place with food, drinks, games, and rides, and people are enjoying themselves. Let’s say you have another event that you want people to care about, but if you just go passing out tracks at the fair, people will throw them on the ground. If you come up to them and you start juggling, telling a story, entertaining them, and sharing an experience with them, then say, “By the way, I have this other event going on at this other place,” you’re engaging with them where they are and they’re having a fun experience.
  • 37:53 This is what you want to do with other people’s platforms. You’re not building your home there, you’re engaging with other people there. That might look like uploading videos natively to Facebook, even if you have them on your own website. Let people know they can see the whole backlog on your site, along with full shownotes and links. Show them that this is where the conversation happens. You’re letting them know there’s a lot more if they’re enjoying the experience natively. Build the platform, but don’t be afraid to engage with people where they are.
  • 38:30 Cory: When we say stuff like “platform” or “social media”, you have to remember there are different kinds of people on different kinds of platforms. People are going to be absorbing content differently. The kind of content you’re producing has to be tailored to that. When you were talking about uploading native video to Facebook so that it plays there, then people who are on that site that you want to invite to your home-base can immediately engage with that. Would you say this is all a hook to bring people in?
  • 39:37 Sean: In a way it is. Give someone a takeaway. People are really afraid to give value because they’re so caught up in saying, “Come to my site.”

You have to be willing to give value freely, even if no one ever clicks your link.

  • 39:55 Eventually they’ll see that seventh video or seventh tweet and they’ll think, “I like this guy, he’s trying to help me out. I’m going to click on his website,” because you gave a takeaway in your tweet. If you have an article, don’t say, “Go read my article!” As much as possible, try to give people a takeaway in that tweet that gives them value without clicking anything. That’s really good for the experience with the person, but it’s also much more likely that they’re going to favorite or retweet it because they got value right there. They’re helping spread it, so other people will click the link and you get more exposure that way too.

Give People a Reason to Care

  • 40:48 Cory: It’s so frustrating when I see people saying, “Go look at my thing!” They haven’t given me a reason to care. I started an apparel company last year and I knew it wasn’t necessarily solving a direct problem, it’s solving indirect problems: people like to wear clothes and they like to express themselves in certain ways. I was trying to figure out how to provide value and create content for the people I’m trying to reach without just saying, “Hey, I made a shirt! Here’s how I made it.” That’s not compelling.
  • 41:52 Sean: What helped you make the shift from thinking you have to talk about how you made the shirt to telling a story?
  • 42:00 Cory: Realizing that I’m not the hero of someone else’s story is what helped me change my mindset about that. Donald Miller, a brand consultant, said that really well. It sounds mean but nobody cares about you. They don’t know to care about you. We’re inherently selfish. The only way you can make someone care about you is proving that you care about them. I realized I needed to not write content about myself, I needed to create something that people resonated with. I ended up literally writing out a story about my designs. I made a shirt called “Stand Out” and I talked about being unique, not following the status quo.
  • 43:38 Sean: I’m going to bet that 95% of people listening are making this mistake: you have something you want to promote and you want people to care about. Maybe it’s a comic, consulting services, a course, whatever it is, you have the biggest headline talking about yourself and your product. You need to rewrite that headline so that it speaks to your audience. For example, I have a course called Learn Lettering and an example of how that header might have served me is “Lettering Techniques, Tips, and Tricks.”
  • 44:38 Read your headline and ask yourself the question: why would anyone care about this? What does it do for them? The answer to that question is your new headline. The header on my Learn Lettering site is, “Make a living as a hand lettering artist.” That’s speaking to people. My Superchange Your Writing course doesn’t say, “Writing workshop with worksheets,” it’s “Learn to grow your business with writing.” That’s what someone is looking for and that’s the reason they should care.
  • 45:22 Cory: People miss this because they care very much about what they’re doing. You have to care about what you’re doing and you have to be invested in your own story, but nobody else is invested in your story yet. You have to build that trust and create something where people can connect with you. You wouldn’t walk up to a stranger and say, “Hello, my name is…will you marry me?” It’s a courtship or a relationship that happens over a period of time. They need a reason to stick around, read a little bit more, and to keep scrolling. If you say, “Hi, this is me,” they’ll go elsewhere.

People want you to make them care.

You make them care by speaking to their problems.

  • 46:53 Sean: So many people start with, “Hi, I’m X and I’m a designer.” Nobody cares! Tell me why I should care. Stop talking about yourself and your thing.

The Free to Paid Content Ratio

  • 47:20 Cory: How much of your content should be free vs. how much should people have to cough up for?
  • 47:36 Sean: It depends on how long-term you’re thinking and how much money you have. If I go as long-term as possible, then I can create as much free content as will not put me out of business. Let’s say you’re super short-term, then the amount of free content you should do is really low. As much as you can continue to make sales, make everything you create paid because in the short-term you’ll make more money up front. How long or short-term are you wanting to think? What are your resources? How long can you afford to do free content?

You have to remember the end-game isn’t creating content, it’s marketing something.

  • 48:46 You’re marketing your products or services. The word “marketing” means promoting or selling services or products. The paid content is your consultation, course, event, etc. The free part is a tool to acquire attention. If you have plenty of attention, you don’t have to do any free content. You can do paid content and sell to a percentage of the people whose attention you already have. The only reason you would do free content when you already have a lot of attention is that you’re thinking so absurdly long-game that you’re not thinking about making money right now. You’re thinking about making even more money in five years.
  • 59:37 Cory: Brookes asks, “What should you be saying instead of, ‘Hi, I’m X’?”
  • 49:46 Sean: You have to research! Let’s say I’m the one out of a thousand people that’s so bored that I care about Brookes today. I don’t care about my priorities, appointments, things I want to accomplish, and skills I want to acquire. “Hi, I’m Brookes.” “Nice to meet you Brookes. What do you do? Tell me your story.” You go through this path—tell a family member this story you want to tell everyone else and figure out what the nugget of that is. “I do X so I can help people accomplish Y,” and you can’t just end the story there. You have to say, “I do X so I can help people accomplish Y, so that they can do Z.” The Z is what you start with—that’s your header.
  • 50:58 Cory: That’s the idea of reverse engineering. That’s you demonstrating that you’re the expert. Someone asked earlier, “In content marketing, should you always be writing as an individual or as an overarching brand?” Humans connect with humans. As you’re developing your headline or how you want to engage with people, start with Z and people will say, “Yes! That’s what I want!” Immediately, instead of them thinking, “That’s what he does,” they’re thinking, “That’s what I need.” That’s where you make the shift from—you’re starting the experience with your audience.
  • 52:20 Sean: I’m getting ideas in this conversation for my daily video show, seanwes tv, and I’m writing them down right now. That’s a way of repurposing the things I’m saying on your show as things I could say in stand-alone five minute videos. Look at the content in whatever format you’re focusing on is doing the best and repurpose, reuse, and recycle that in other mediums. Turn blog posts into videos. Turn videos into podcasts. Turn podcasts into courses.
  • 53:13 Cory: There’s a lot you can do there and a lot that people aren’t tapping into. Your audience is hungry for you to speak up for them. They want you to connect with them. As you build your brand and deepen what you’re doing, you can connect with people.

The most successful brands connect with people instead of just selling a product.

  • 53:45 They want to connect with hearts instead of a wallet. At the base of it, they want to connect with people and people feel connected with so they want to reciprocate. Content marketing is a strategy, it’s a tool. You don’t have to do it, but you can set your brand apart from other brands in your industry by doing more than what they’re doing.