Introduction to Content Marketing | William Batten | Skillshare

Introduction to Content Marketing

William Batten, Content Copywriter, Hypnotist

Introduction to Content Marketing

William Batten, Content Copywriter, Hypnotist

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16 Lessons (1h 5m)
    • 1. Why Content Marketing?

    • 2. Content Marketing Examples

    • 3. Market Research

    • 4. Introduction to Headlines

    • 5. The Art of Good Headlines

    • 6. Controversial Headlines

    • 7. Fear Headlines

    • 8. Curiosity Headlines

    • 9. Pattern break Headlines

    • 10. Benefit Headlines

    • 11. Other Headlines and Blended Headlines

    • 12. Headline Examples

    • 13. Body

    • 14. Call to Action

    • 15. Disseminating your Content Marketing

    • 16. Conclusion

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About This Class

In the 1990s, Bill Gates predicted Content Marketing would be huge. He's right - in 2019, it was a $300 billion industry.

Content Marketing is the hottest trend in marketing right now. That's because, unlike traditional marketing, it builds your brand and creates trust with your readers... whether they are ready to buy or not.

It's a perfect fit for the digital economy because it creates a relationship with your audience. With a relationship, people become fans, advocates and sources of referrals for you.

If you'd like a solid foundation in Content Marketing, then sign up for this course now.

By the end of the course, you will:

  1. Learn how to (ethically) make addictive advertisements 
  2. Never get stuck for ideas with these headline suggestions
  3. Discover effective, ethical and fun ways to market your products or services
  4. Know the secrets to engaging writing 
  5. Hear my favourite headline (and how you can create one like it)
  6. Find out what phrases turn readers off you... and what phrases don't
  7. Learn what kinds of headlines are neurologically impossible to ignore
  8. See how to build your brand even when people don't buy from you

Meet Your Teacher

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William Batten

Content Copywriter, Hypnotist


William T Batten is a Content Copywriter for the Coaching & Hypnotherapy Industries. He is also a certified master conversational hypnotist and a qualified Learning & Development practitioner. This gives him a unique approach to marketing, training and change work.

If you're looking to transform yourself, your employees or your clients, he's the one to talk to.

See full profile

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1. Why Content Marketing?: Hello. My name is William Batten and welcome Teoh in True to content marketing, I'm about to share with you why I feel content. Marketing is just so exciting. It's one of these interesting approaches. His idea of how you get people to buy your products, to enlist your services, to accept the ideas that you want to sell them. It's fascinating, and it's interesting, and it's a really great way to build your brands. And I met a want industry. You're in content marketing is this idea that instead of creating a sales page where you list all the features and the benefits of your product and then you go through when you try to persuade the person and buy it, it's very, very noisy, very buying out to do this. Otherwise you're going to be doomed. All sorts of all sorts of high pressure stuff. With a typical sales letter content marketing is different. You create a piece of content, whether that's an article or a podcast or something, and this content is in itself useful. It's valuable. People enjoy reading, listening to it and then, at some point, maybe at the end or in the middle of this content. That's where you have a call to action. That's where you convince people to buy your product or whatever it ISS. Now this is really, really powerful stuff. It's a completely different approach from you. Typical sales letter. That's just like I say, very noisy and trying Teoh almost trying to bully people into buying things, which is not my style of marketing at all. One of the reasons, while like using content marketing, is it's effective. I mean, if we're talking about marketing, it has to work. Otherwise no one would bother with it. And it seems strange that a typical sales letter would be effective. And then you compare that to something that's it's like a useful article. It's an interesting, interesting bit of content for people to consume. How could these be as effective as each other? The great thing about content marketing is that it hooks people in people, start reading, it's not listening to it, and they just really start enjoying whatever it is that you're providing for them. A really great example of this is GoPro, the wearable cameras. They've released a series of videos off people wearing go pros and and doing things like surfing or riding a bike over over a jump or something. If these videos are exciting, you would watch these videos just for the entertainment value. But then, at the end of the at the end of these videos, there's always this idea that if you want to create videos like these, you need to buy GoPro. There's no escaping it. So the great thing about this is that people will see your content marketing and they'll say, Hey, this is useful. This is entertaining. This inspires me. This makes me just feel like I could do anything right now and it's a baby they'll buy based on that. Maybe they won't, but they might share that bit of content with their friends with your family. Say, Hey, look at this cool thing I just found Well, they might come back to your site tomorrow, the next time you release a bit of content because not everyone buys straight away. Some people need a year's worth of persuasion in order to reach the point where they can make the commitments to buy from you. No, not everyone. Thankfully, that would be difficult, but so many people I just need that time and content marketing is great at building that relationship because people come back to you day after day. You are consistently creating valuable experiences for them. You've been consistent. And how you educate them, how you inspire them, how you enrich their life in some way. After a while, they finally make the decision to go. Yes, I'm going to buy this product. I'm gonna enlist the service. I'm going to agree to do whatever this marketing is asking me to do. If you compare that to a normal sales letter someone, we either by it or they want, they're probably not going to share it with their friends. And if they don't buy it, they're probably not gonna come back tomorrow and see what it was doing. Content marketing is different. That's one of the reasons why I love it so much. Another reason is that it's a lot more ethical. We know a lot about the science off persuasion, the psychology of influence these days, and some people use it to sell what's essentially snake oil. Now the good thing is that these people, if they using influence principles to sell something that just doesn't work. These people tend not to stay in business very long, but while they are in business, they will be but basically calling people out of their money, buying things that they do not need or that don't work at all. And in my mind it's not. That's a very ethical way to go about running your business if you have a brand, if you have a product or service, I hope it's something that really enriches people's lives, something that adds value. And if it is, then marketing becomes really effective, and it becomes ethical to because you convincing people to take something that's a value into their lives. Now the cool thing about that got this about content marketing is that it's a very casual, hands off sort of approach to marketing rather than trying to trick people or pressure people bully people into acting now because otherwise, otherwise your life will fall apart. This is the only thing that can save it. Content marketing is about building the relationship. It's about building the trust. It's about creating that rapport between you and the bile, and so they know they really know this product is right for them. And once you have that relationship becomes really easy. The people to trust and understand what you can do. The final reason. Why like content marketing, that it's fun. I get to write block post articles. I get to record videos that spent most the time talking about stuff that I like. For example, what website? I write a lot of articles about what self hypnosis can do for you. And that's great as a lot of fun that it's something I would do all the time if I had no other commitments. The great thing is is that I write this and then at the end, I say, and if you want to learn how to use self hypnosis, then he is how you do it. He's going to go to this link and buy this product, and it works just as well. With anything else, You get to talk about what excites you about your product, about your service, about what it is you're offering. You can talk about what makes you unique. What makes you special? What makes you better or more powerful, more sophisticated? What makes you stand out? What makes your industry so valuable? to them, Garrido. You can talk about that. And then at the end, you say And if you want a taste of this, click this link or call me now, Whatever it ISS, it is fun to talk about this sort of stuff. 2. Content Marketing Examples: Here are some examples of how other people are using content marketing. Already so talked about GoPro, how they feature videos and photographs that could really only be taken with their equipment. It's a really powerful advertisement of what the product is and what the products can do. It's also been settle, who is an email marketing specialist, and he makes a very good living and exceptionally good living by selling one newsletter a month Now. The way he advertises and promotes that newsletter is he sends emails every day, and these emails are interesting, their educational. They're entertaining their quirky, their unusual that you'd read them just for the fun of reading them. And then at the bottom of each, there's a call to action. Subscribe to this newsletter, and it's really quite good, cause his newsletter is teaching the techniques that he uses in his day today. Emails. That's really quite an interesting example. Rip Curl have their own easy. It's called the search, and they're talking about surfing, culture, surfing tips, surfing techniques. Also, to stop like that. So they're Article zero photos. There's all sorts of really good start up there, and the magazines entire purpose is to promote the brand, but it does so through sharing this really interesting and unique content. G E uses photographs. They have a pretty popular INSTAGRAM account that shows a lot off what happens behind the scenes in their warehouses, some of the photos of quite artistic, and they show a different side to the brand than most people would see. As for me, I use content marketing through articles. I read articles about minds training, about marketing, and through these I get people interested in what I can offer them in terms of my services and my products. It's as you can see, there's quite a range of different industries here, and it's quite a different range of different approaches to you can work exclusively through text if you're really good at writing. But if you hate writing, if you absolutely despise it, then you still have options. You can work purely through visual mediums to content marketing works for whatever your industry is. So have a think about how you can adapt what you're good at and what your customers are interested in reading 3. Market Research: So let's start with the beginning. The very first thing you need to consider when talking about content marketing is your audience. Your product and your messaging has to align with what your audience wants with what they need with what would feel all of their desires Right now. Now, this is not a course one market research. This is something that I encourage you to really monster if you haven't already done so. It's one of the most important parts of your business, knowing what your prospects with your clients, where you were return customers really want and really appreciate about you. Nothing is more important because you could have a terribly written ad that would still work amazingly, as long as it just resonates with them. If you have, on the other hand, a really sophisticated add one that's that's polished and uses all the cool, psycho logical tactics and things. But if it doesn't resonate with the audience, no one will act on it. No one will even read it, so understanding your audience is crucial. Like I say, this is not a course on how to do market research, but I will just give you a couple of tips, especially those that apply really well to content marketing. The first thing you need to think about is what's going on in the mind of your prospect or your client with a customer as they are reading your content or just before they read your content. What sort of emotions do they have around? What issues? What's the logic that they use really understanding that thinking is important because people who work in finance, for example, I'm going toe have very different concerns, Very different hopes, very different dreams than those who work in, say, health care. Understanding. What makes your prospect your audience tick is incredibly important. And once you do understand it, once you understand the emotion that's going through their minds once you understand that the logic that they use when thinking about their work when thinking about what's going on in their lives once you understand that it becomes a lot easier to write content that speaks to them. And speaking of speaking to them, what sort of language does your audience use? Are they really educated or are they really blew? Cola? Do the usual two specialists slang jargon. Do they speak with lots of energy do they tend to be more reserved? It's really crucial that your content marketing speaks with same voice with the same language that the audience does. You want your readers to go. Yeah, this person really gets me. This person understands me because once the reader, once the audience feels understood, they begin just automatically to trust you. Once they trust you, The message is, you're trying to get across the point you're trying to get across. It's comes across automatically. Without that, trust is a lot harder. The other thing you need to know about your audience is what do they like to read or listen to? And what do they like to buy? Because a lot of people talk about, I would hypothetically buy this product in this circumstance. That's what a lot of market research will tell you. And so then businesses will go out and say, Hey, this The audience said that they want this, that they will buy this, so let's create it and sometimes that just falls apart. It just like that. It just doesn't work. Sometimes it does. Of course. The interesting thing is that you get much better results by paying attention to what they already by. Don't ask, don't ask them what they would buy. Hypothetically, have a look at what they're actually buying because what they already by is what they'll buy him or off. What they already read and listen to is what they'll read. Listen to more off people like what is familiar and comfortable. You have to be new with your content marketing, but at the same time that newness has to be in a familiar package. So if your audience, for some reason read newspapers still, then your content marketing needs to read like a newspaper. If they like to read, I don't know detective novels. Been adding a little bit of that, that detective novel essence into your voice. Just a touch really resonate with you and your readers 4. Introduction to Headlines: every piece of content marketing needs some sort of headline. If you think about an email, it's the subject. If you think about an article, it's the title you think about a podcast. It's what that podcast episode is cold now. Any marketing expert guru, even Lay person will tell you just how important this heading is. Get this rise and everything else becomes a lot easier. And the reason for that is that people will glance at your headline, your subject, whatever it is, and that's a process that takes half a second. They just look at it, and in that moment they will decide whether toe listen. So what you're talking about to read, whatever it is that you've written, or to just not just forget about it. Once they've started accessing the content, then you can hook them in other ways. But that headline just does so much. It is so crucial, and a lot of marketing people out there, whether they're more traditional marketers or into content marketing, will spend most of the time writing that single single bit of text. The headline. And then it's just spend whatever time is left riding the rest because it is that important ? Most people will read that your headline, but only a small number will keep reading, so it pays to get it right. 5. The Art of Good Headlines: and there are a few different different styles of headlines that I like to use on this list is one that I find works for me. Other people like Teoh, add other categories of things some people don't like to use some of these. I encourage you to experiment with all of these. And if you come across a headline that really works for you, maybe you're reading a magazine and a headline jumps out. Maybe you're reading an email and there's just a subject that's just like you just have to click on it, make a note of things like that because if it worked for you, it can work for other people. And I'm certainly not saying steal this headline. You just copy and paste it. We figure out what makes it work, and chances are the really powerful headlines. What makes them work will be they'll use something along these lines 6. Controversial Headlines: to the first category I that I'd like to talk about are the controversial headlines. These are the ones who just grab people's attention. They grab people's attention and they cannot ignore it because you're saying something that goes against what everyone else is saying now. I'm certainly not meaning controversial. As in, you swear at people you say something racist or sexist or vulgar, like nothing like that. You want to be professional, but you can be professional and controversial. And you can do that because chances are your industry has a lot of misconceptions in it. Chances are there a lot of myths out there that so many people believe, even though they're not true. So you write something that just basically says everyone is wrong about this and people go hang on. What does that mean? Am I wrong about that, too? Like what? What is that? What does that mean? It just compels people to keep ringing. And some people who have been perpetrating that myth, they they have to read it to. You have to understand what you were saying about them, and often these are the sorts of the sorts of content that gets shared is the controversy just attracts attention. So you use it right? Taken work really well, feel forgiven, gaining interest in getting people to keep reading. 7. Fear Headlines: another subject, which is very powerful. This this is when you do have to be careful with, but it's incredibly powerful and you use it riot, and that is using FIA. If you know your prospects, you're really it's your audience. You know what terrifies them. You know what keeps them up at night? You know whether they're more concerned about losing status over losing money or if there's something that's plaguing your industry. Maybe it's really hard to get clients in. Your industry is gonna be a lot of fear around that, and you can use that fear in your headline. You can talk about the dangers of doing X, as opposed to why you can talk about the things that will cost you mistakes that off the people, make that cost the money or cost them prestige. Cost them time. Whatever is really valuable toe. If there are things in your industry that are actively dangerous, as in can cause you health problems and not many people are talking about, um, you can talk about that in your in your headline. Your subject really just sort of playing to this field. And like the controversy, people read that, and they cannot look away 8. Curiosity Headlines: this next one I really like. This is when I use a lot because it works very well with sort of nations that I work with. That is invoking curiosity. You say something that's just tantalizing, that the person reads that goes, I have to know more about that. What is this person talking about? I have to keep reading. And some of that could be because you say something confusing. Some of it can because you say something that's a bit bizarre or of its strange. Maybe you're saying something that just doesn't fit the pattern of normal marketing. One of my favorite headlines I came up with was I never want to see you again. That is a a really weird thing for a content marketer to say. I am all about trying to build my brand, trying to get people invested, getting people to come, come back to my websites, and so is everyone else out there. People want return traffic by using something like this. People going on, What is this William guy talking about? I have to know more and yeah, that headlines works very well for me. 9. Pattern break Headlines: next Patton. Next top of headline is a patent break. There are lots of phrases and idioms and expressions that, if you were to say part of a phrase, people automatically complete the rest in the mind. If I were to say to you, it's always darkest before your brain just automatically fills in dawn, it's just it's It's part of L L language. There's a very would say some, like do or do not, your brain goes. There is no try because it's an iconic line from Star Wars that everyone knows. When you take patents like this and you break it, you change it slightly. You replace one would with another, or you reverse the order. Then the brain recognizes it because it's familiar, but then gets tripped up because it's different. It's a patent, but then it doesn't quite fit. The pattern is expected, and this sort of thing harkens back to our days as hunter gatherers. If you're looking at a field of grass and then there's a deviation in that grass, you want to pay attention to it, because maybe there's a rabbit in that cross. So maybe there's a tiger in there waiting to ambush you. What brings very good at sporting patterns? Very good. That's morning with those patents. Break. If you can use that to your advantage and your headlines would stand out, people will not be able to ignore them. 10. Benefit Headlines: you can always just use a straight up benefit. You can use a headline that says something like Double your income in 24 hours or like add three inches to your height by eating soup or something like that. That's kind of a curiosity wanted to because, like, one on, How does that even work? Part of that is you. Your article has to deliver on the promise of the headline. You can't say something like that and then not explain how that works with a straight of benefit. Sometimes you don't want toe don't want to play around. Sometimes your product is that good, your services that good? They just want to say my thing. Does this just leave it at that? And again, if you know your audience, you know what benefits they're looking for because maybe doubling someone's income doesn't really matters to them. Maybe they have plenty of money, or that's not really what they're after. But maybe maybe they want to be Casanova. It's Maybe maybe they're struggling with relationships, and so is say something like three simple techniques that will revolutionize your approach to dating Well, that will make you irresistible, like something with a really clear benefit. I don't use these a lot. I do dabble with, um because it does sound sales e, but when you're speaking to a real and unique benefits that your audience has, they cannot look away just like all the other ones. 11. Other Headlines and Blended Headlines: then finally there, these sorts of other other sorts of headlines on a kind of bunched agree pin here. One of them is to reference a number. So you say the five top tips for doing blah or your three new techniques that will change your life like just like offering something, offering a list to people. What of a reason we like lists. I think we see something that's like five tips to do whatever. And we know we're gonna get a lot of value out of that because even if even if a couple of those tips don't work for us, so we don't like them or whatever is going to be a lot in this article, it's like five whole tips. At least one of them has to be good something something around that you can also talk about what's happening in the moment. So if there's breaking news that's either relevant to your industry or you can tie it to your industry, tie into your product or service. You can always reference that when when venom came out of the cinemas and the trailers were everywhere, I wrote a short article about venom, and I talked about how I would ruin it and that this is talking about my my mind training services. And that brings me to this final approach, which I call the blended headlines with a blended headlines. You take different ideas, do like these different patents and you mix them together. Is it a headline how I would ruin venom? It it adds some curiosity. This some like what? What on earth is he talking about? But I'm also talking about something that's on everyone's minds. At the moment everyone was talking about venom told me about the trailer Howard looked, how the movie was going to turn out, and so I just I just capitalized on that. I took one thing from the trailer and talked about how I would approach things from a mind training point of view and thus break the moving. Probably I haven't actually seen it, but it probably would have destroyed the story line. We're just really interesting for people to go. He's only talking about, like, meditation or visualizations of stuff. Why is he talking about a movie and why would you want to ruin it? It gets people hooked in If you combine a list with the benefits. Thirties can be very powerful. And if he can mix in things like fear and curiosity, that can be really powerful to something, something like here. There is a danger that you're overlooking, and there's a really simple and intriguing solution to it. People read things like that, and it is. Your brain just can't switch it off as long. As long as the headline doesn't sound to sales, people read these and go, I have to Nome or have Teoh. So these are not all the sort of patterns you come up with. If you studied really good headlines and take sales letters or email subjects or magazine headlines, you might be out of find a couple more. But these are ones I find work really, really well. They really powerful are just capturing attention is getting people just focus on what it is that you're riding that you are offering for people. It's really quite wholesome stuff. I encourage you to explore all these different headlines, especially ones that you wouldn't normally use practice with them and see how they turn out for you. 12. Headline Examples: So let's talk about some more examples of these sort of headlines now these Airil headlines that I have written and they've all been for my mind's training business. So these headlines and to focus on things like meditation, self hypnosis and other approaches that you can use to help improve your mind. Sharpen your focus, stuff like that. So because these are mind, you're welcome to use these as templates. I don't recommend copying and pasting them because I write these for my specific demographic, whereas your needs will be different, your business will be different, and copying and pasting things is pretty clumsy. Way to go about things anyway. Here are three controversial headlines that I wrote. The first is the problem with Visualising success, which I quite like because ah, lot of people talk about visualising success. This has been a technique that athletes have used for decades. Now everyone knows that it works. There are some problems with it, and I talk about those in the article why guided meditations aren't worth listening to. That might not sound like a big deal if you're not familiar with with this sort of this sort of industry, but let me tell you this headline got me haters. I got some really angry comments from people, which is kind of ironic because I was talking that how guided meditations really helped them and it helped their clients and, yeah, just me saying that they actually aren't worth listening to. There's a better way. I really, really upset a lot of people, but ultimately it generated sales and people who really know their stuff. We're quite impressed with this headline. Why Gold Sitting Fails and values don't motivate you. It's the same sort of idea. A lot of people talk about the value of setting goals that help you follow your values. Then everything will work out, and I kind of disagree onto some fear examples, the danger with meditation and how to avoid it. Now, if you're a keen meditator, that's a hard headline to resist. What is the danger with it? And there are some genuine dangers that no one seems to talk about. What free self hypnosis costs you? There are a lot of free self hypnosis. Resource is out there on the Internet and some of them low quality and some downright dangerous. And again, I talk about Berries. In that article, Woods can kill you. That's an intriguing one. Just kind of makes you want to to find out more. Unless, of course, you think I'm using some of the words that can kill you, Which, of course I'm not. That's, ah, as a pretty poor marketing strategy to try to kill off your your audience Curiosity. I never want to see you again. I already mentioned that one earlier, so I go too much into that. But I quite quite proud of that headline. And it works quite well for me looking for a fem dome. You've come to the right place now. I'd love this article. This is so good because, as you can probably tell by my voice and my appearance, I'm not exactly about to be offering them don't services. That's not not a niche that I could or want to get into. But I'm talking about if you have that need, but you don't want it anymore, which is true of a lot of people. They kind of addicted to these filmdom's, but they don't want to be. Then Aiken help remove that. So that's what I mean by you come to the right place. People were coming up to me months after I published that saying So I just read that that dominatrix article you you're right, which is a pretty funny what a stoner taught me about feeling energetic. This was based on an experience I had at well, you could call a hippie re Trees, but it was quite a quite an interesting take on how to elevate your own energy levels. And so I was trying to evoke some curiosity with that headline patent breaks own. Oh, it's a pirate's life for me. I quite like this headline because the patent the pattern is broken up front. You only kind of figure out what the pattern is, which is based on the Pirates of the Caribbean song Yo Ho, Yo Ho. It's a pirate's life for me. I was into waving some concepts to do with piracy and meditation together, and that's kind of the headline that came out of that one small step for a friend. One giant hassle in sales We're patent there is quite obvious. It's Neil Armstrong's famous lines. When he strong on the moon, I was linking that to how you can sell your hypnosis services. If that was something that you were offering, try or try not. There is no do. There's a concept in Buddhism about how effort without expectation well, without trying to get results, is worthwhile in itself. And the neuroscience backs up on this. And the phrase of, like Yoda's phrase, popular my mind, and I realized I could reverse it unless a craze is really intriguing. Patent break Trial Try notes. There is no do benefits. The easy, foolproof road to self hypnosis. There's one thing I know about this industry is a lot of people are very keen toe learn self hypnosis, but they don't know where to start, and it can be quiet an obstacle to overcome. Once you understand the basics, it's easy to practice. But just getting started is quite tricky. So I write this to sell a really clear, really obvious benefit. Improve your sex life with hypnosis. I won't say any more about that. That's a pretty clear benefit. The best way to start meditating again. A lot of people, a curious about meditation, but they dont know where to start. I don't know who to go to or which books to read. Oh, which coaches toe higher in order to help, um, learn this, although how I would ruin venom. Venom was popular at the time. This is around the time where the trailers were everywhere and the movie was just about to come out or I just come out and I linked it to some meditation concepts, the scariest thing and how I would avoid it this Halloween. This was obviously around Halloween time. I think it was a couple of days before, and I was talking about's loneliness, just how oppressive and terrifying true loneliness can be and linking it to something that was on people's minds at the time. Three types of people you can't meditate and how they can learn. This isn't really the last one, because it's a list. Everyone who things they can't meditate is going to think to themselves. Okay, I'm probably gonna be one of these three people. Somewhere on this list is gonna be the cue, the clues that I need in order to start meditating lists for whatever reason, very engaging. No idea why, but they are blended how to suck it marketing and get clients. Anyway, this one kind of hesitated benefit. How to get clients. It has intrigue as well, cause how can you get clients by sucking at marketing and also has a little bit of controversy to it? Because if you talk to any marketing guru, also, they'll tell you that the marketing has to be good. You have to be good at it. And if you know what, that is gonna fail. I didn't take a different approach. Invite a little more fear, pain and uncertainty. This one again uses a bit of controversy because everyone's focusing on how to find more comfort, how to find more joy, how to find more confidence. I'm telling you to to do the opposite, and there's a bit of intrigue in that, too. Why am I telling you to implant these negative things into your life? Why zombies get more dates than you? There's a fear element here. I know that mean fear of zombies. I mean, fear of dying alone in fear of being alone there being rejected and title. Is this a strong intrigue? What on earth do zombies have to do with dating, and how can they get more dates than I do These are a few examples. I hope that they inspire your own thinking around what it is you're offering and who your market is. 13. Body: So you've written an irresistible headline, and someone has opened your email clicked on the link to your block Post started listening to the podcast. Whatever it is, now you're into the body. This is the main bulk off the content, and this is where you really hook people in and build the relationship with them. Now, one of the main things that the body has to do is it has to deliver on the promise off the headline. I remember reading an email subject. It was something like techniques to improve your creativity or something like It was just straight up on ambiguous, like Top 10 tips on how to improve creativity. And then I opened the article, and it's this rambling story that has nothing to do with that. I was looking is going what that sort of thing breaks? Report. It breaks trust, and you do not want to do that trust as you know, it's very easily and and very easily lost. It takes a lot of time, a lot of consistency and a lot of a lot of value on from your part to create this trust, but then you can lose it in an instant to make sure that your body delivers the promise off the subject. The headline, especially if it's something that's really intriguing, controversial, full of benefits. You want to reward people for opening and consuming your content. You don't want to leave them feeling like they got scammed or tricked once. Once you have that ticked off with your body, there's some other things that you should do to really make sure that people just get drawn in. And what one of the things is, it has to be readable. No, I say readable things. Concept also applies to podcasts and videos. And what not, But the idea with with Your body and it has to be easy to consume. It can't be a crazy essay. It can't be something that's got terrible font, a weird formatting, and I see a lot of a lot of professional marketers people who actually make a really good living with their marketing services. They write these Reedley unreadable e mails. There's there's one. I'm thinking off who they write a single sentence. New paragraph, a single sentence, new paragraph, a single sentence, new paragraph, and I I get it. You don't want long paragraphs all the time. But I read this and I just got Oh, my eyes are tired because part of readable writing is it has variety in it. Some paragraphs, a short some along the sentences tend to be short, but somewhat longer. It's written conversationally. It's written in the words and phrases that the reader would use while talking with someone else. This makes it really easy to consume, and it's the same sort of thing. If there's any voice in it, you could talk like this and people will switch off because that's not how you talk. Normally, your normal conversation has rhythms. Flu role. Sometimes you slow down. Sometimes you speed up. Sometimes the energy rises, and sometimes things calm down. The important thing is that this variety and it's natural. You're speaking how you would speak to them just at a bar having a drink. The language is very smooth. That makes it easy toe Listen to easy to read your content. Your body also has to be unique. The best way to be unique is to again really captured your voice and write the way you speak and speak the way you speak naturally, when you speak like this when you write with your own authentic voice, you become unique automatically because no one else is like you. If you try to read your your script like you're a news reader, suddenly you sound exactly like everyone else. You sound replaceable, and that is the last thing you want to do. You want to really stand out. You want to be delivering this sort of value that no one else can possibly offer them and your voice in once your voice is really clear, like you speak in a way that no one else speaks. It's literally addictive. There are writers who I read, whatever it is they write, because I like the way that they put their sentences together. I like the words they use. I like the the metaphors. I like the sentence structure and this even though there's many people that I like, None of them sound like each other, and none of them sound like anyone else I've ever come across in. The last point is to be valuable, your body has to convey something. It has to at the very least, it has to entertain people. Informing people can be useful. But if you're a content marketer, you don't want to just inform people because that's boring. All of a sudden you're preaching them or you're like a really boring high school teacher, going through facts and figures and your Ian's, which is off. It's just not not effective. If you can add just a little bit of information for them to say, Hey, this was useful without giving away your secret source And again, I see a lot of market is make this mistake. You're better off adding, giving them 90% of the solution and but not being able to implement the full thing themselves. And I talked about this before when I said that I like to talk about with people what you can do with self hypnosis. There's all sorts of stuff you can do. I'm finding new things every week, and so I tell people about this. But the thing is, unless they already Norris self hypnosis, they can't use that information. It's so useful to them because it adds something to their perspective. But then the only way that they can really act on that information is to buy what it is that I'm selling. This is how he become valuable. You entertain people at a little bit of information into into their lives to make make it so. They walk away feeling like they've learned something, and over time they come to learn that you're writing your your podcast. Your videos always add something and are always fun. They're always enriching. And when you get to that point, people will just start consuming your content way, even if it's not something they're interested in, and that is where you can become truly influential as a marketer. 14. Call to Action: two people have read your headline. They've worked all the way through your body. Finally comes the coal toe action. If you are selling a digital product or physical product, this is we'd invite them to click on the link and to make the purchase. If you want people to call you for a consultation, and this is where you tell them, call me now. On was discussed. How to take this further. Some sort of action comes at the end of all of your content marketing. Now again, not not to harp on about what other marketers do that's right or wrong. Some people will tell you that you want to, For example, send 10 emails before asking for a sale, and the reason they give for this is that you want to build the relationship first before asking for the sale and 11 metaphor I heard was, So you go on a date with someone toe a restaurant, and then you propose to them at the end of end of the first date. It's too soon in the relationship, and my my thought when I heard this was like Hang on, you went to a restaurant and you gave the money for food, but didn't you have to get to know the chef first? And you have to get to know that the maitre d first and you have to go 10 times before they would accept your money? Isn't it too soon in the relationship? Here's the thing. You are a business person, even if you're an entrepreneur or you're working for some large like organization. Even if you're working for a non profit, you are a business person. That means you are professional, and one of the things you need to do is you need to sell, sell people on ideas on actions on products. Whatever it is, this is what you do. If you walked into a restaurant and they wouldn't serve you because they wanted to get to know you first, that would be grossly unprofessional, and you're not asking anyone to marry you here. This is not a permanent relationship is not in an exclusive relationship. You're asking someone to give you money in exchange for something that's going to be truly valuable to them, and if your product or service will help them, then it's a disservice to not sell it to them. So, yes, there are people out there who will say, Don't have a call to action. Just offer a bunch of useful valuable content and then ask for the sale later. I do not see any evidence or cannot see any logic as to why that would be the best way to go. Include, with all of your content, a call to action, even if it's just as simple as you've written. You've written an article already, and you just have, ah, one sentence at the bottom saying, And if you like mawr off this or if you'd like to resolve exe problem, then follow this link. Something as simple as that is really doing good things for your audience, because if they're not ready to buy because it's too soon in the relationship, that's fine. That is not a problem. In fact, that's good because you were building their relationship with your content marketing. But if they are ready to buy, then why would you prevent them from doing that? If they are ready to buy, then let them by. You're doing yourself a favor, and, more importantly, you're doing them a favor. So there are two things that your call to action needs to do. The first thing is it needs to describe the benefit, but they will have once they take action. It could again, it could be something as simple as a single sentence saying, If you'd like relief from Problem X, then check out this sales page. We'll download the products from here. Well, maybe you spend a couple of paragraphs really elaborating on the on the benefits, really painting the picture in their mind, really hooking them in. This is usually the better way to do things, cause people will read your content and I'll enjoy it. And at some point you want to seamlessly start talking about how your product, your service, whatever it is you're offering will benefit from that benefit them, and you could do this in one sentence. Sure, some people, though they would need a couple of paragraphs just to really just really create it, like really crystal clear up here. Just so again, they cannot ignore the benefits to the first step is that to really create the benefits clear in their mind? The second step is to give them a simple next bit of action and I do mean simple, ideally, and you see this a lot. In especially emails. It's a simple as click this link. Anyone can click that link. That's that's pretty easy. If you don't have a mouse, you can still click that link using your keyboard like it's that's a really like that. That's nothing. I take someone 1/10 of a second. No mental processing required. It could be. Pick up the phone and call this number. Everyone knows how to pick up a phone and call the number. We've been doing it all their lives. It is really simple to really natural, and it's really easy for us to do. If your call to action is something more complicated, like, go to this website, print out this form, filling the form, mail it to this address. People are gonna go. Ah, I was hooked on the benefits, but that seems like too much work. I've got other things to do. If you actually have to get people to do that, then you say visit this Web page and you have the link, and then on that page, you just say now just download this form and then once I download the full it says in there , Just fill out this form. Every step becomes a small step, then something easy, because one thing you need to remember, people like buying things, but they don't like spending money, so they want your product or your service. They want to take action based on your content marketing. But there's also some sort of resistance in there, some sort of voice in the back of the head saying like Oh, but I don't want to. Don't spend money on that. You don't want to give that voice and excuse. You want to make it as easy as possible. That is natural. It's possible so people don't even have to think about it. They go, I want these benefits. What's the next step? Okay, let's do that right now. So if your call to action is inspiring because it describes the benefits and then goes to get those benefits, just do this. One simple thing. Now you'll find that you'll call to action really sizzles for people 15. Disseminating your Content Marketing: you've created this this bit of content that has amazing headline or subject that just draws people in. It's got this body that is unique, is valuable. It's readable. It adds something interesting to their lives, for the very least, entertains thumb. And then there's this sizzling call to action. This is if you want all of this, then get in contact with me. However it ISS, you have this beautiful piece of content marketing. In other words, what do you do with it now? There are a couple of approaches to this one, philosophy says. Keep it really exclusive. If your content marketing is valuable enough in the sense that it enriches people, it's entertaining. It's all sorts of things and people like it. Then you could make it difficult for people to get to. You could only email it, and I only have an email Opt in on your website. If you do this, then you have to know that your numbers are gonna be very low, especially early on. The sorts of people who would sign up to your list might make better customers, but you're certainly gonna get a lot less off them now for some brands. For some industries, that sort of exclusivity, that sort of difficulty is important. If you're offering high end coaching, for example, like you're charging thousands of dollars an hour for your services, you don't necessarily want everyone to be reading your stuff. He kind of wants that war of exclusivity about it. For most people, vote numbers are excellent leverage, especially if you're early into whatever it is that you're you're selling your offering. You want as many people to read your ad is possible. So if you want as many people to read it as possible, then it makes sense that you need to get it out on his many platforms as possible. Now again, with your market research, it pays to know where your audience hangs out. If they're always on the go and happy, too, read quick emails, then send quick a male's if their Facebook feeds than put yourself on Facebook. If they like Twitter, then go to Twitter. If they're on tumble, go to Tumblr but failing anything else. It really makes sense to put your content on as many of these platforms as you can, because after all, if you've written an article you could post it toe linked in. Then you could copy and paste it into a Facebook group. And then you could copy and face it into tumbler. I can put it on medium. You can put it on anyway, that it makes sense to go. You can put it on Reddit. You can put it on forums. Just just get it out anywhere and everywhere where your audience could bay. Now this trick with that is to abide by the rules of whatever the platform is. There are lots of Facebook groups, for example, lots of forums to lots of Reddick groups where you know, allowed to sell things you know lead to Sprick your own services, in which case it can still be valuable to upload your article. But then just take the call to action out cause people will read this bit of content, and although there's no call to action in it, you are building that relationship with them. If it is possible to include the call to action, they absolutely do it. Do it, do it, do it. Like I said before, the cold toe action is critical, and you should never pass up an opportunity to include it. All of your content should have a call to action. The other thing you need to watch out for with these other platforms is that you don't control them. You put something in a Facebook group, for example, and whether people even get the notification or whether even shows up in the news feed that entirely depends on Facebook. And sure, there are things you can do to help encourage the algorithm to select your content. But again, it's only up to them, and it's only so much you can do. And when everyone else is trying to gain the algorithm to, it can be a really difficult thing to do. So it's very much worth having at least one, if not multiple, platforms that are entirely under your control. For example, I have a block for each of my Each of my business is I have a blawg where I upload my content and I also have an email list. You sign up to that email list, you get the blood, get the article content straight to your inbox. I can control the email list because even if one email service goes down or decides they don't like me or whatever. I can take that list and move it straight to a new provider. I control my blawg because it's my block. I own the website io inthe e r l. I own everything about it. No one can keep me off it because it's mine, so I can do whatever I want with it. A lot of people talk about the values of Facebook marketing and stuff like that, and it's true. Facebook has made millionaires with its advertising. But just remember, you don't control that, and maybe something happens tomorrow, and Facebook decides to take all of that away from you. If that happened, you would have to rebuild from scratch on a new platform, which is why it always pays to have a platform of your own, a safety net and really the place where you should be driving most of your traffic. This is how you get your content out there across as many platforms there is relevant and then, of course, on knows that you control yourself 16. Conclusion: and that brings us to the end of this course. I hope you're beginning to see just how powerful and influential its content, marketing congee. And I trust that at some points through this course, some things that I've said I was kind of sparked a few ideas deep inside about how you could use this to solve your own business challenges. Content marketing is an exciting new way of reaching out to your audience. It's a natural, fun, engaging, ethical and useful way to persuade people do this. And even for people who don't buy your products or services, they will be champions feel brand that will take content that you create. That's especially valuable, and they'll share it with people. Do this and your brand will become stronger with every message you send. And I hope you have a much fun as well as as much success with content marketing, as I have had