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Today’s broadcast is part 2 in a 2 part series.

Part 1 can be found by clicking here.  In part 1 (broadcast 9), Tommy and I talk about crowd funding.  What it is, how it works, and how to successfully create a crowd funding campaign for your product.

Definitely check it out (then leave a review on iTunes!)

Content Marketing 101

In today’s broadcast, Tommy Walker explains everything there is to know about content marketing.

What is content marketing?

Simply put: it’s content with a purpose (and that purpose is to elicit one of 4 responses – see below).

As Tommy explains, every time you interact with a piece of content, it’s a transaction.  If you’re reading this blog post right now, you’re exchanging your time and attention for information from me.  All content works this way (from youtube to books to live music), but unless it has a purpose, it’s not content marketing.

The 4 types (and purposes) for content:

  1. Viral Content: To be shared
  2. Discussion Content: To be commented on / discussed
  3. Lead Content: To get a lead (filling out a form, email address, etc.)
  4. Sales Content: To close a sale (actually sell your product or service)

Each of these types of content has a purpose – to get a reader to take action.

If you’re interested in finding out how to use each of these types of content, or why they work, listen to the podcast (it’s definitely worth your time).

About Tommy Walker

Tommy Walker is an online marketing strategist, creator of the marketing video series “Inside The Mind” and the producer of the online video roundtable interview series “The Mindfire Chats.

Tommy started his journey in the online marketing world in 2005.  Since 2009, Tommy’s been consulting full time for small businesses.

Tommy has done a number of remarkable things in the online world, from reinventing the way people learn about marketing (via his “Inside The Mind” educational video series), to producing the free, popular and fast growing “The Mindfire Chats” where experts and industry professionals come together to discuss everything and anything marketing related.

For more information about Tommy Walker, check out his website: http://tommy.ismy.name/

 

What we Talk About in Broadcast 10:

  • Why your network is an investment (and you need to treat it as such)
  • How to measure the return on investment of your content
  • How the 4 types of content work (and how to create and use each to get the response you want from your audience)
  • Why you should know who your audience is BEFORE you start writing (creating/designing/inventing)
  • The power of content marketing and how it will help you increase sales and authority
  • Why you need bigger ears (and how to develop them)

Additional Show Notes

Chris Brogan (grow bigger ears)

 

Enjoyed today’s broadcast?

Subscribe and leave a review on iTunes here.


 


Play

paying the iron price

Face it, the majority of people don’t want new.

They might want newest (the newest car, the newest computer, the newest gadget), but not new.

New, by it’s nature, is unnatural.

Which means the entrepreneur has a problem.

Entrepreneurs are idea insurgents; they bring new to the table (and disrupt everything else in the process – including our comfort levels).

That’s why it’s so hard for the entrepreneur to sell a new product, or break into a new market, or build a reputation quickly…

Because the majority of people distrust new.

But they trust the opinion of others.

Which means the only way for the entrepreneur to survive is to gain a foothold within a niche, allow the product or service the chance to over deliver, and then hope this group of early adopters can influence the masses.

In other words, the entrepreneur must start by building trust on the fringe.

This isn’t a new concept – it’s been explored in depth by people like Malcolm Gladwell in The Tipping Point, Seth Godin in Unleashing the Idea Virus, and hundreds of other authors, artists and entrepreneurs who have dissected and analyzed the topic over the last decade.

So while the concept isn’t new, it is urgent.

The noisy internet is getting noisier.  Busy customers are getting busier.  And every day that goes by is one day less you could be building trust on the fringe.

In Game of Thrones, the northern island tribes live by a principle of “paying the iron price.”

It means they don’t pay for ships, cities or positions of power with gold.  If they want something, they take it by conquering it.  They don’t pay the gold price, they pay the iron price.

As an entrepreneur, you have to pay the iron price too.

You can’t use money to pay for trust, attention, or respect  – you have to earn it.

No amount of money spent on advertising will do your job for you, nor can you outsource the hard decisions.

Your job is to do the hard, creative work only you’re capable of, to gain a foothold in a niche, and to give your product or service the opportunity to over-deliver.

This means building trust, one day at a time, one interaction at a time, one person at a time.

This means paying the iron price. 



Back in college, my boxing coach would remind us every day of the most important thing we needed to do as fighters.

It didn’t matter if it was heavy bag practice, sparring, or between rounds at an actual match, he would say over and over again:

Let your hands go.

The instructions were simple enough – throw more punches.

I didn’t really think much about it because I always threw as many punches as I could. I’d punch until I was exhausted.

That’s what letting my hands go was all about, right?

During my fourth year of boxing it finally clicked.

I was in a sparring match.  3rd and final round.  45 seconds on the clock.  I got my opponent in a corner.  I took a broad stance and started throwing.  But something was different.

I was in control of my breathing and my strikes landed exactly where I wanted them to land.

I was in control of the rhythm and pace of the fight and threw combination after combination.

I was in control of the speed and strength of my blows – my opponent couldn’t do anything but cover up.

The bell rang.  The sparring match ended.

For 45 seconds, I pressed the offensive without once worrying about my defensive posture.  For 45 seconds, I controlled the fight and my opponent.  For 45 seconds, I let my hands go.

The Path to Mastery

It took me 4 years to let my hands go.

4 years, not because I didn’t understand, but because I wasn’t ready.

I wasn’t ready because I was too nervous to loosen up and fight calmly; I wasn’t ready because I was too scared to truly press the offense; I wasn’t ready because I focused on avoiding counter punches instead of how I could inflict damage.

But most of all, I wasn’t ready because I hadn’t reached the level of mastery I needed to take heed of his advice.

It took me 4 years to finally appreciate the advice given to me years before, but, just as importantly, it took me 4 years to actually execute the advice properly.

I tried in the past to let my hands go – throw as many punches as I could to take control of the fight, but it just didn’t work the way it was supposed to.

That’s the funny thing about mastery – it takes years to figure out the subtlety of the simplest things.

Let Your Hands Go

That day I learned something important: when you really let your hands go, there’s nothing your opponent can do.

If he tries to counter, he’ll leave himself exposed to your flurry of strikes.  If he tries to pivot, you can adjust your own position and keep pressing.  If he slips out of the corner, you can back off and get ready to let your hands go again.

They say the best defense is a good offense – that’s what letting your hands go is all about.

And you need to do the same with your creative project.

Are you a writer?

Let your hands go.

Write more.

Write every day.  Write without inhibition, without worrying what others will think, without concern for the crowd’s reaction.  Just write.  And when you write, let others read.

Don’t wait to get chosen by a big publishing house.  Let your hands go – publish yourself.

Are you an entrepreneur?

Let your hands go.

Create a product to sell – and start selling it!

If the first 100 don’t buy, try the next 100.  If no one buys, try a different angle, a different pitch, a different unique selling proposition.  Keep testing and experimenting.  Entrepreneurship by its nature is uncertain.  It’s a path fraught with danger, pitfalls, and possible death (of your product).

People will wonder why you don’t just get a respectable job with a predictable income, like a warehouse supervisor at the robot factory.  Let your hands go – take your own path.

Are you waiting on the sideline?

Let your hands go.

Start SOMETHING.

There are too many broken things in the world that need fixing.  Falling in line, clocking in and clocking out, doing what you’re told – life’s too short and you’re too clever to waste your days this way.  Do what matters to you.  Don’t worry about the group you just left on the sideline, their job is to cheer (and jeer) accordingly.

Your job is to do the work.  Let your hands go – start today.

Be the Disrupter

It might be presumptuous of me to say, but it’s becoming more and more clear to me the type of readers who read and subscribe to my blog; you guys are the instigators of the world.  You’re the map drawers, the path choosers and the disrupters of the world.

I’ve already highlighted a few of you – this barely scratches the surface of the hundreds of people who I’ve had the opportunity to correspond with directly, and the thousands of others who are doing amazing things but haven’t reached out to me (yet, I hope).

My point is this: you’re not alone in this fight.

While everyone’s struggles are unique and every path is different, we all share the commonality of the creative war itself.  We’re all in the trenches together – it’s just that the trenches spread for thousands of miles and there’s a lot of dead space.

Don’t lose heart.

Keep blazing trails, keep doing the hard, creative work, and keep disrupting the standards set by the average majority.

It’s not easy, but it’s important.

And remember, when things get tough…

Let your hands go and be the disrupter this world needs.

 


Photo credit: clarita from morguefile.com

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