Content Marketing 101 – Top Tips from Joe Pulizzi
Learn Content Marketing 101 as Joe Pulizzi shares his top tips and the critical content marketing mistakes you must avoid.
Our guest today on 30 Experts in 30 Days is Joe Pulizzi.
Joe Pulizzi is founder of 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. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s fourth book Content Inc. will be released September 2015. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. You can find Joe on Twitter @JoePulizzi. If you ever see Joe in person, he’ll be wearing orange.
Check out my interview with Joe to gather fantastic ideas from Joe on:
- Content Marketing Versus Social Media Marketing
- Critical Content Marketing Mistakes
- Be the Leading Expert in the World
- Talk With (and Respond to) Your Customers
- Sell By Not Selling
- Return on Objective
- The Six Principles of Content Marketing
- Focusing on the Engagement Cycle, Not the Sales Process
- Build Your Email List
- Six Steps to Successful Content Marketing
In the interview, Joe shares great content marketing 101 advice. Below are some of the top tips.
Content Marketing 101 Infographic
Top Content Marketing 101 Tips
Tip #1 – Deliver Value Outside of What You Sell.
Long story short, I just believe that if we want to create better customers, we have to deliver value outside of the products and services we offer. That’s the core mentality of content marketing. Content marketing is the art and science behind how we deliver value and build an audience over time. When we do it, we see a difference in how that audience behaves versus people that aren’t in our audience. That’s the magic formula for Content Marketing.
Tip #2 – Build Your Email List.
I’m always thinking, how do we build our email subscriber list? How do we get them to go back to our home base, to our own platform, so that we can have a direct relationship with them? Leverage social media platforms, but at the end of the day we want people going to our own platform so that we can generate email subscribers. I’ve got a subscription hierarchy and at the top of that subscription hierarchy is email and at the bottom is Facebook.
Tip #3 – Be the Leading Expert in the World.
Today, there is a ton of content, a ton of clutter, there’s no barriers to entry in publishing anymore, so you really have to figure out who’s that specific audience you’re targeting and how you can be the leading expert in the world. How are you going to differentiate yourself? You’ve got to take a different spin on it. If you are going to practice the art of content marketing, then you have to set the goal that you are going to be best of breed in that particular area.
Tip #4 – Master a Platform.
Focus on one platform to become a master in. The average company actually distributes 13 – 15 different channels. Similar to focusing on a narrow topic, you also need to focus on one a platform to master it. That could be your website, iTunes, YouTube, or something else. Consistently deliver, and when I say consistently deliver, I mean doing your blog post every Monday or your podcast every Wednesday over time. Then you can expand after you have established a strong presence with your audience with that platform.
Tip #5 – Go Small to Go Big.
Many businesses start out by trying to reach the biggest possible audience. I’m here to tell you, you cannot be successful that way. You’ve really got to go small to go big. Go to your very best audience on something that you are super passionate about and something you really have authority to speak on and grow that audience from there.
Tip #6 – If your content is for everybody, it’s for nobody.
You need to focus on a narrow audience not only because it is too costly to market to a large audience. But also because a large audience is too diverse in their interests and needs. You need to focus on a smaller group of people with deeply shared interests and needs so that you can’t create content focused on those specific needs that will really connect with them.
Tip #7 – No Selfish Content.
We like to talk about our products and services, but as my good friend David Meerman Scott always says, “Nobody cares about your products and services, they only care about themselves.” They care about their own problems, what they need to get done that day, their mortgage, and their family issues. Whatever it is they care about, that’s what we need to tap into. We have to tap into that emotional state. This is about our customers, not about us. It has nothing to do with our products and services.
Tip #8 – Talk With Your Customers Regularly.
Talking to at least one customer a week about their informational pain points and challenges. That’s where you’re going to get your content ideas. Uncover their questions and needs. Then consistently answer their questions online.
Tip #9 – Build an Audience First. Monetize Second.
That is the secret of content marketing. Invest in your audience by consistently providing value to them and then you can pretty much sell whatever you want after that because they know, like, and trust you. They’ll buy whatever you have to sell because you’ve been so valuable to them over the years. If you don’t have a built-in audience, you have to traditionally market. The easier way is to build an audience first and then monetize secondarily. To sell by not selling.
Tip #10 – If you’re making change happen, the money will come.
Money is a by-product. If you’re following your passion, the money will come. Any entrepreneur I’ve talked to that goes in it for the money is not successful, because you know what happens? They focus on the product, not their audience.
Watch the interview below.