Marketing without Marketing
It's selling without 'selling' because its educational and fun
'Content Marketing' is not really marketing. It means consistently educating a small target audience with free, helpful information to make them smarter, so they contact you
Educate & Entertain.
Doing this inspires people. Marketing is the opposite of inspiring, it's persuasion.
So educate your niche audience from your PoV and entertain with your personality.
Become the magazine
Instead of being an advertisement IN a magazine. You become the magazine. Cool yeah!?
Like a supermarket that makes a free recipe magazine, hoping you buy the ingredients from them.
Pick one social media channel and use it as your digital magazine
How? go to the library. Pick your fav mag. Open to 'contents'. Choose ONE regular column. That's your micro niche. Here's an example. I was at the library, saw a mag called Vintage Fashion Australia. Looked through 4 issues. In all the contents sections, there was one that always appeared called Embroidery. This is proof there is demand
Become 'the show'
Create a YouTube channel. Each video is an episode for your 'show'
Don’t fall into the trap of trickery / persuading.
Example; A coach writes an article called ‘Should you hire a coach?’. The article concludes it’s a good idea to hire a coach. Hello?!
Fashionista Resumes example
Educate + entertain your fashionistas
Educate with your life experience
5 article examples - Hand delivered resumes? Killer 'career statements'. Why interests matter.
How to follow-up. 'Audition', don't interview.
These articles can become paid advertisements
Entertain buy being YOU
Slow fashion, sewing, interviews, sales, launches, exhibitions, street,
couture, plus size, a directory of upcycle outlets? Pick one and go deep!
An ice-cream shop doesn't persuade people to buy
it just gives them a free taste.
When you educate others, you're giving them a free taste.
Free, is not a new concept. Here's 3 examples;
1. When you buy gourmet ice-cream, it’s a free taste-test
2. When you buy software, there's a 30-day free trial
3. When you buy a car, it’s a free test drive
You can't give too much away for free, because of 2 limitations
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The first limitation is in the client's mind. No matter how much information you give them, they will always have questions and pay for implementation
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The second limitation is the amount pf personal time you give them. Have a free, phone chat for 5/10/15 minutes. Then ask, “am I helping you?” If they answer "yes", book them in
Content can be
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Original - Tips, PoV, how-to, behind-the-scenes, challenge industry dogma, pros and cons, mistakes I made, alternatives to ...
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Remixed - book review, industry research or re-share
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Ads
MAXIMISE 1 then 2 because they're the most useful to your readers
Joe Pulizzi has done some good work on Content Marketing
Next Article - How to write articles