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17 minutes | Sep 21, 2017
Show 148 - Five Key Themes From Content Marketing World 2017
When you centre your message to an addressable audience, you spend less, you get more back. Bringing everything back from Content Marketing World 2017 is effectively a chance to reflect, press the reset button and focus on the opportunity that is presented. The content that you distribute has far more resonance when you send to those who already trust you. The messages from Content Marketing World 2017, centre on having the ability to say something that not everyone else is saying within your industry. This way people recognise the role that you provide and the value that you consistently deliver. In turn, the original content that is created (both online and offline), has the ability to drive the decision making process so you can monetise. It is time to find your own insights, answer something that has your stamp to it and you have the ability to continually validate and provide insight. Have a read of this article that looks at a framework based on fact, experience and opinion.
15 minutes | Sep 14, 2017
Show 147 - You Must Stop Pursuing Popularity
Self gratification from strangers will always be an empty pursuit. Building an audience you care about is where the reward sits. There is a fascination with size in every corner of society. The visibility of social media means that we are continually looking to prove that we are worthy and proof that other people take us seriously. The lure is on every corner, where chasing followers is seen as valid measurement tool. Success has to be when you move away from status and align your message with the role that you provide others and highlight the bottlenecks that happen within your world.
15 minutes | Sep 7, 2017
Show 146 - The Difference Between Audience & Community, So You Can Find A Ritual
The word audience and community are often used together, but are both completely different. Within the social media world, we are encouraged to build our audience to have a conversation with those who share our beliefs and interests. To then say we have a community, who hang onto our every tweet, is totally wrong. You build, by creating rituals. When you start to discover a routine, you have a better chance of building an audience who will stick by you. Lets put the ‘create great content’ mantra to one side (whatever that means). If you can’t find a way to nurture your own rituals, then you have less chance of grabbing an opportunity to carve a space where you can grow from.
14 minutes | Aug 31, 2017
Show 145 - You Can't Take Your Audience For Granted
If you patronise your audience, there is going to be one winner, everybody else. Businesses can no longer presume their message is going to resonate with everyone else, no matter how well crafted they think it is. If you get it wrong, you get torn down. It doesn’t matter what size your business is. So, what’s the solution? Whilst we all acknowledge that relentless interruption with no heart (or alignment) does not work, what does work is to respect someone else’s time and deliver content that is going to make their day/week better. You can’t just send with a smile, turn around and walk away. You have to stand should to shoulder with the people who have decided to spend time in your space.
18 minutes | Aug 24, 2017
Show 144 - How You Can Create A Genre
Whenever you start creating something new, it has to be for someone else. The target audience is never you. If you don’t create your own genre where you give something to others that they haven’t seen/listen/read before, why bother? Do we really want another podcast, blog or video series that says nothing and entertains no one? A lot of people go into things without really thinking there is an audience in the first place. The question that starts everything is always, ‘who is this for?’ Creating content that resonates with others is all about doing something that you can only do and make someone else’s experience with you a positive one ie. it made them think, it made them laugh, it made them action. So, what’s the best way to make your case?
15 minutes | Aug 17, 2017
Show 143 - How To Become The Source
When you become the source within your marketplace, it all comes from finding a content tunnel that is yours to fill. If someone cannot talk with real purpose and have an original slant, then it’s just the same as everyone else. Nothing is different, it gets lost. We are on a constant journey to skill-up and recognise what looks good in the eyes of someone else. If you can become relevant to someone, before they need you, you are in a far greater place to be held in higher regard than the others in your marketplace vying for the attention that you have already gained.
20 minutes | Aug 10, 2017
Show 142 - How To Align What You Say With What You Do
You have to align what you sell with the principals you have. When you misalign what you do, it undermines the association others have with you. The last thing you want is conflict where messages become messy and there is no connection. When it comes to alignment, the ventures that you pursue have to match your mission. When your product and your message do not match up, it causes conflict. It doesn’t become believable. Alignment is critical, as it is something that is with you for a very long time. This can become the bargaining power that becomes your heart pendant (where the other half is with someone else), where you are both focused on helping the same person. The example I talk about this week is Treehouse Digital http://www.treehousedigital.com/
16 minutes | Aug 3, 2017
Show 141 - Reach & Retention Does Not Matter When You Are The Same
Whilst it is important for your message to reach out, the seal of approval is when people want to stick around. The only way for people to stay with you is for them to see a quality of work that you can keep the momentum with. The only way for people to read/watch/listen is when you say/do something that others don’t. This is something that Kevin Kelly shaped in 2008 and is still true today with his 1,000 True Fans principal. Kelly explains that where we can create (with a defined voice), it allows us to interact with people directly. In the past there was an intermediary or someone blocking the way ie. a publisher to get to an author, now we can have contact on a continuous basis to connect directly with an audience. The numbers you need are relatively small. These are true fans that will purchase anything you produce. Kevin Kelly mentions 1,000 people to make a living. He states that it is not for everybody as there is a lot of work in servicing and connecting, without the help from outside. When you switch from the pursuit of chasing numbers and reminding everyone about the credibility of volume but focus on retaining those who want to spend time with you, it can create a far healthier future.
18 minutes | Jul 27, 2017
Show 140 - The Spark And The Framework
Just because you have a good idea, doesn’t make it a good idea. Everything has to tie back to your objectives and strategy. When you dilute something you lose the essence of what it is in the first place. Adding too much water to something that originally had a lot of flavour, eventually becomes water. There has to be a framework from that initial spark of an idea. The side project promises nervous anticipation of the unknown, which is why they can be such a powerful part of your overall armoury. However, we can be easily led astray just because something doesn’t have a significant cost investment next to it, but the drain on other resources, notably time, can become huge. I have seen over the past few years, business owners jumping onto wagons with one wheel and horses with three legs that become a burden. The business coach who offers the two day ‘how to use social for business’ seminar at £700 a ticket to the entrepreneur looking to share knowledge with an industrial marketplace and the half day seminar in the local hotel. Both solid topics probably filled with an abundance of relevant information to share, but both suffered ie. events pulled, because: * they didn’t have an audience in the first place * what they were looking to preach didn’t tie back to anywhere on their respective websites and the core belief/foundation of their business If you are pursuing an owned media approach where you control the flow and connection with others, the goal is to refine what you do, not widen it. When it comes to alignment, the ventures that you pursue have to match your mission.
18 minutes | Jul 20, 2017
Show 139 - When Content Marketing Just Won't Work
In order to deliver value so others come on board with you for the journey, you have to be disciplined. To some this is never going to work. Once upon a time everyone watched the same TV shows (24.35 million people watched an Only Fools and Horses episode in 1996), we all watched the same ads and we received our news from a handful of sources. We now live in a time where anyone can create content, for free and distribute globally. The companies who are seeing results are those with a defined point of view and have the ability to deliver this on a consistent basis to a targeted audience. In his latest book, Known, Mark Schaefer highlights that people ‘became known through commitment, constancy and repeated practice.’ However, I have seen where it doesn’t work where a content driven, owned media approach will just not deliver a return. I am breaking this down into three areas focused on care, rhythm and knowledge. References this week: Dropbox Business blog www.dropboxbusinessblog.co.uk ExperienceUX www.experienceux.co.uk
20 minutes | Jul 13, 2017
Show 138 - Lets Find The One Word You Stand For
You need to find that one word for what you stand for that doesn’t describe your product but the value you provide. Let's explain. Content is now showing uniformity. Within the space of marketing, that I hold my hand up, you can categorise topics into: Marketing is different today You need to be noticed Marketing is a lot difficult than it was You need to be human Don’t be average Use Instagram and Snapchat …I think you get it. This is all the stuff that flows through the door that has been left open, with no lock on it. It […]The post Show 138 - Lets Find The One Word You Stand For appeared first on Marketing Homebrew.
30 minutes | Jul 6, 2017
Show 137: why you have to be in a constant state of change
To stay relevant people must embrace change. Changing direction has to be a path taken in order to stay true to what you believe in. According to the Oxford dictionary, the definition of evolve is, ‘developing gradually.’ Developing gradually comes down to having a purpose to what you do and a focus on whom you do it for. Darwin stated that organisms alter over time as a direct result of changes in physical and behavioural circumstances. This allows organisms to adapt far better within its environment to help them survive. For all of us, business is not continually stable. It […]The post Show 137: why you have to be in a constant state of change appeared first on Marketing Homebrew.
28 minutes | Jun 8, 2017
Show 136: How to be the roadsign not the billboard
It’s better to be the one who says ‘GO’! This week, it’s analogy time, why it’s better to be a roadsign than the billboard. Lets keep it simple and bring it into context of your business. One is consistent - the other is always chopping and changing So….is there a particular theme your business can deliver on? One is random - the other is all about timing So….you need to deliver the right the right content at the right time to a targeted audience. One is to trust - one is to draw attention away So….you can’t be in a […]The post Show 136: How to be the roadsign not the billboard appeared first on Marketing Homebrew.
32 minutes | Jun 1, 2017
Show 135: How to make things less complicated
Many are trying a lot of things and throwing a lot of stuff at the wall. It’s time to slow down. Things don’t need to be complicated, lets strip things back to recognise that we exist to connect products and services to people who want and benefit from them. There are too many outlets available to spend time marketing on all of them. Marketing effectively makes and creates a market for your products and services. In order to do this, you build an audience who are interested. Once they are interested and trust you, then they are ready to commit […]The post Show 135: How to make things less complicated appeared first on Marketing Homebrew.
33 minutes | May 26, 2017
Show 134: How to create a new routine to communicate regularly with your audience
When you create ongoing processes, it is far better than just turning up once in a while. When you create routines, they can be very powerful. It is what has helped us to get stuck into 134 shows. Over time, the right routines can be key contributors to your business success. You can’t just ask people to subscribe, if you don’t have any proof for people to delve in deeper and read articles, watch videos or listen to audio, that cements your role within the marketplace. Look at it this way, you can’t write Mr. Men one week and Harry […]The post Show 134: How to create a new routine to communicate regularly with your audience appeared first on Marketing Homebrew.
32 minutes | May 18, 2017
Show 133: How to not be overly reliant on social media as the spoon to feed you
If it’s working brilliant, but sometimes it is too easy when you just throw money at something. Facebook recently reached a milestone, a quarter of the plant are on this channel. The earth contains 7 billion people, 1.94 are on Facebook each month. It is getting a bit scary. Many social places encouraged us to build and reach people for nothing, that fun ride has now well and truly stopped. However, many people and businesses still back the same horse, expecting to see a return. However, organic reach when done properly can work for you. It all comes down to […]The post Show 133: How to not be overly reliant on social media as the spoon to feed you appeared first on Marketing Homebrew.
31 minutes | May 11, 2017
Show 132: How to make people spend more time with you
Before you think that you need to spend more on the brand or the website, an overall objective is to get people to spend more time with you. Let's strip everything back and recognise that you need to understand how you fit into someone else’s time and day and more importantly, in a language they understand. When people spend more time with you (both offline as well as online), what matters most is how relevant you are. This is not just using media to tempt someone in and then go to town on selling something to a stranger. Throwing as […]The post Show 132: How to make people spend more time with you appeared first on Marketing Homebrew.
32 minutes | May 4, 2017
Show 131: How to make someone pick you over someone else
Let's look at what you need to do to convince others that you are the trusted choice. How can you be chosen ahead of someone else? In the business of being picked at school time football, how do you stand more of a chance than someone else? Creating value plays a huge role here. Your audience is where everything positive comes from. It’s not from Google or Facebook. These are just ways for an audience to find you. Instead of trying to serve Google or an algorithm, serve those who can become customers. Look at ways to create that interests […]The post Show 131: How to make someone pick you over someone else appeared first on Marketing Homebrew.
32 minutes | Apr 27, 2017
Show 130: How can you build your business on the back of an email list ?
You need a consistent mindset to grow your business; email provides a solid foundation. To have the ability to communicate a message through a space you have 100% control of should be seen as a privilege and not something to take advantage of. Everything you do has to be centred on creating something that people really want to open, not form a queue with the rest of the noise that someone else gets. When you get it bang on, email creates a more personal relationship with someone else that no social channel can provide. In this episode we look at […]The post Show 130: How can you build your business on the back of an email list ? appeared first on Marketing Homebrew.
34 minutes | Apr 20, 2017
Show 129: How to get far more people clicking ‘subscribe’, ‘download’, ‘register’…the world
Companies need to work on an audience-building framework that is centred of subscriber growth. Whether it is a one off download, a sales promotion tool, or to click that elusive ‘subscribe’ button, you need a strategy in place for why you want people to interact in the first place. It doesn’t just stop there, to delve deeper you have tools such as www.hotjar.com to record sessions and testing platforms such as www.google.com/analytics/optimize/ You have to create ways for people to come on board and interact. The return you receive is not from throwing a subscribe sidebar and expect people to […]The post Show 129: How to get far more people clicking ‘subscribe’, ‘download’, ‘register’…the world appeared first on Marketing Homebrew.
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