Digital Marketing Trends Every Entrepreneur NEEDS To Know 2020


on today’s episode we’re talking all
about the top digital marketing trends for 2019 so you can get more leads
customers and sales for your business we’re also going to take a look at my
predictions from 2018 how many I got right
how many I got wrong and which are still relevant today let’s get to it
hey there my name is Adam Earhart modern marketing strategist and welcome to the
modern marketing show but we help you generate more leads customers and sales
for your business by making way better marketing all right let’s talk digital
marketing trends especially here kind of midway through 2019 what have we seen
that’s been effective up till now what do we see as going to be effective
moving into the end of 2019 and into 2020 we’re also going to take a real
quick look at what my predictions were in 2018 because after kind of reviewing
the video which I’m going to make sure to link up in the descriptions below as
well as at the end of this video well after reviewing that one turns out
that many of my predictions were pretty much spot-on in fact a lot of them are
still just as valuable today if not more valuable so gonna make sure to highlight
all of those so you don’t miss the boat again in 2019 just in case you haven’t
hopped on board after all just like the analogy I used in the 2018 video you
don’t want to be blockbuster when you could have been Netflix just by staying
ahead of trends and keeping pace with the fast changing environment we now
live in alright so when it comes to digital marketing there is probably no
more trend that’s important to talk about than that of Facebook advertising
now here’s the kicker I talked about this back in 2018 as kind of the first
thing that we covered in that video but it’s just as relevant today if not more
relevant because Facebook advertising still tends to be the dominant player in
the space now there are some shifts obviously in facebook ads and how
competitive they are and what strategies are working best but overall just
looking at them kind of holistically from that 30,000 foot overview there’s
still an absolute powerhouse and Dominator when it comes to online
advertising and digital marketing in general and yes well ad costs have risen
and Facebook ads but also across pretty much every other advertising network
well even though the ad costs have risen they’re still really pennies on the
dollar when compared to traditional advertising like TV or radio or
newspaper even Direct Mail but just suggesting you use Facebook ads really
is enough so let’s dive into just a few
specifics on how to get the absolute most from Facebook Ads in 2019 probably
the most important point to mention when it comes to Facebook Ads is that yes
costs have risen things are now way more competitive and they’re gonna be a lot
more competitive in 2020 doesn’t mean it’s too late to start it just means
that when you do start now you need to be a whole lot more strategic about it
yeah I remember the good old days back when we first started Facebook
advertising and all we had to do is chuck up an ad and we could put that
really ugly red box around it create all kinds of really ugly and not that great
ads and they would still convert because the competition was so low those times
are gone we’re now living in a new era where the customer and consumer is a lot
more savvy they know what ads look like and they’re not likely to click on any
of those click baby type ads even if they did
Facebook’s gonna punish you anyways so let’s not even go there the alternative
and the strategy that’s working best today in 2019 is to really look at your
campaign holistically meaning you’re gonna be strategic about the entire
funnel from ad landing page to Thank You page where they’re going after that and
thinking about the entire customer journey and this is how you make
Facebook has work for you in 2019 thinking about them strategically and as
part of the overall funnel and not just kind of the one-stop shop for getting a
click and getting a call and getting a sale and trying to get your ad to do all
the heavy lifting for you rather you need to look at it as a part of the
puzzle everything needs to be in place all right so the next digital marketing
trend in 2019 you need to be aware of is none other than content marketing now
back in 2018 I called this content and context marketing essentially meaning
that you need to make sure that your market aligns with your message which
aligns with the media choice that you’re using meaning whichever social media
platform or whatnot and really all of those need to be congruent this is still
very true today but it’s kind of more of a given now I think we all pretty much
understand that where people today are still dropping the ball or missing the
boat or any other cliched statement I can think of well where they’re missing
it is still not creating enough content for their businesses maybe because
everybody’s been talking about content marketing for so long maybe because it’s
kind of boring at the end of the day and nobody really wants to sit down and
write a blog post or record a podcast or make a video because of how much work
goes into it whatever the case people are still not creating enough
content this could possibly mean you too now a slight update to my 2018
prediction is that today we need to be a lot more multi-channel with our content
marketing meaning we can create that one piece of content and then syndicate it
out meaning let’s say we make a video and then we break out different video
chunks for different social media platforms we get the text transcribed
used as a blog post we strip the audio away for a podcast well although that
still just is valuable but we need to make sure that we are accurately kind of
distributing it across all of the different channels that our target
market is likely to use this is a lot more important today as people continue
to kind of diversify their media choices and the channels they spend the most
time on so yes content marketing is still incredibly
valuable not new not flashy not that sexy but make sure you’re creating
enough content and then distributing it across the right social media channels
and other media platforms where your target market is active on all right the
next point we need to cover again same as 2018 there is video now obviously you
know I’m gonna be a big supporter of video after all what are we doing right
here it’s video you see next to face-to-face or in-person communication
video really is the next best thing when it comes to communicating your message
and getting the word out there about what you do and who you help and how you
help them also I’m not gonna bore you with all the statistics but mobile usage
is up video consumption is up and therefore video consumption on mobile
devices is up meaning the way that people are engaging with their devices
and we all know we’re all spending a lot more time on our devices well the media
that people are tending to prefer to consume is video doesn’t mean that audio
doesn’t have a place because it does doesn’t mean that text doesn’t have a
place because it does it just means that video is a really important priority
here and one that is not getting enough attention now I fully appreciate you may
not want to be on camera I get it fully appreciate also that creating a video
can be time-consuming a little bit awkward and a little bit painful
especially in those early stages bottom gonna try to ask you to get over it as
best you can because the rewards are well worth the effort and that initial
discomfort and sacrifice you’re gonna have to put into to really go out there
and create a video well it’s gonna be well worth it and as you create more
videos they’re gonna snowball and you gonna continue to build your brand and
your authority and your business all right and that leads us nicely into the
next trend for 2019 but first let’s talk about a trend that I predicted in 2018
was going to be very important that I may have overestimated just how valuable
it was and that was personalization you see back in the good old days of 2018 I
firmly believe that personalization was gonna take a lot more of a center stage
position in the marketing world basically custom tailoring messages and
the text that people would see and the experience that someone would have going
through your funnel well I really believe that company is we’re going to
spend a lot more focus kind of really trying to custom tailor this unique user
experience for each and every user now well this certainly did happen and we do
see a lot more segmentation and a lot more personalization it’s happened
nowhere near to the level that I thought it would and I’ve also come to think
that maybe it’s not as important as I initially thought
yes we’re all special and we’re all unique and we all like our own user
experiences however for most businesses simply not
cost-effective or time effective or energy effective to go out there and try
to create personalized and custom experiences for everyone rather the
alternative is to really niche down figure out exactly who is your ideal
customer avatar that one person that loves you loves what you do loves
everything about you and wants to tell all their friends and family because
that’s the person that you want to go after that person that type of person
that’s how you want to build your marketing and your messaging making sure
that you’re picking the right channels so that you can connect with them and
that leads us nicely into our next point which my prediction back in 2018 was the
end of internet marketing douchiness I’m quite happy to say that fortunately
we’ve seen this one fall off a cliff yes you still see people taking selfies in
front of their Lambos and their giant rented mansions and things like that
however they’re a lot quicker to get called out and after seeing a lot of
fake income reports and fake reports about just how well people are really
doing and all the studies that show that people are really putting forward kind
of a fake facade or fake personality on social media well a lot of those kind of
houses of cards have really fallen down and this is a great thing because it’s
enabled that authentic and true and and vulnerable type of entrepreneur and
business to go out there and thrive and shine and really connect with the people
they seek to serve now I know there’s like a million exceptions to this rule
you don’t need to send me all of them I’ve seen all the pictures I get it but
what you’re gonna find is that this strategy is significantly less effective
today in 2019 and it’s going to be even less effective in 2020 so if your
marketing contains any hyped up claims any hyperbole any Lamborghinis or
Ferraris you couldn’t want to be careful slowly start to drift those out maybe
replace it with like a Jetta or a Honda Civic or a Tesla even even though
Tesla’s are like a hundred grand I don’t get that somehow that’s okay though
branding now the next trend we need to be aware of and talk about here in 2019
is community now I did talk about this back in 2018 but I want to change just
the way that we structure this and phrase it you can really wrap your head
around what I’m trying to get across here essentially the businesses and
entrepreneurs that are building the strongest and most viable and engaging
businesses today in 2019 are ones that are really focusing on building a strong
community or tribe or group of people all centered around a core cause and
therein lies the key what they’re doing is they’re building up these communities
or these groups or these tribes around these core causes rather than around
their businesses themselves because marketing a cause or a mission or a
vision or an objective is a whole lot easier than marketing a business which
we all know exists really just to make money sure you might have some
underlying cause like serving the greater good and helping people but at
the end of the day if the business doesn’t make money it’s not really a
business even not-for-profit businesses make money they just don’t profit but I
digress basically when you’ve got a community of people all working towards
some kind of goal some kind of objective and your company can be the ambassador
for this well it makes it a lot easier to build a really strong community of
loyal and engaged followers that are ultimately going to end up becoming
lifelong loyal customers for your business I’m not sure I was accurate
when I labeled it a trend back in 2018 because it’s been around pretty much
forever but still just as relevant today alright and the next digital marketing
trend we need to talk about for 2019 is voice search basically when it comes to
voice search all we have to do is think about how we engage
our devices and it becomes really clear that this is gonna be something you’re
gonna want to get in front of as quickly as possible if you haven’t already the
reason this is so important is because the way the consumers are engaging with
their devices has changed from rather than just always typing in questions
they’re not asking them directly like where is the closest bakery or where is
the nearest gym or I guess those two don’t really go together or where can I
go to get an oil change or who has the best restaurant in town or whatever it
is basically people are asking their devices and their devices are giving
them the answers back this is why it’s key that you’re optimizing your business
for voice search so that when you ask your device this question your business
is the one that gets recommended in return which leads us perfectly into our
next point having a mobile social dominant strategy what this basically
means is that as I predicted back in 2018 the importance of having your
social strategy focused first on the mobile users was going to become
increasingly important we’ve definitely seen this and it’s only going to
continue to rise in 2019 and moving into 2020
now some platforms naturally already lend themselves pretty much exclusively
to this strategy Instagram being the main one which is pretty much mainly if
not only a mobile device platform I mean sure you can check it on a desktop
browser but you’re kind of limited and pretty much all the features but where
this becomes a little less obvious is in other social media channels like YouTube
for example well what we’re seeing a lot is that you know those little thumbnails
that you click most people are still designing them for desktop users but the
problem is is that a lot of people are using YouTube on their mobile devices so
if you’ve got small text or small images or it’s hard to read on a desktop well
you’re gonna be missing out on the bulk of your traffic now depending on your
demographic in your target market it’s going to be a little bit different
depending on how much of your search is coming from mobile and how much is
coming from desktop but one thing is absolutely clear and that is that mobile
use is up desktop use is down and we’re pretty much only gonna see this trend
continue to widen the gap this is why really focusing on mobile first whether
we’re talking about social media or your website even but really designing for
that mobile experience first is going to be the absolute best return on your
marketing budget rather than the other way around all right so I’m gonna link
up to videos here you’re gonna want to go check out right now the first is
digital marketing trends 2018 so you can see how
many parallels there were between this year and last year the second is
Facebook Ads tips and tricks 2019 which is going to give you some of my best
tips and tricks to really take advantage of what I believe is the most valuable
digital marketing strategy you should be using in your business in 2019 all right
so thanks so much for watching I hope you enjoyed the episode and I’ll catch
you next time on the modern marketing show

B2B vs B2C Marketing (What Are The Differences?)


– In the red corner, we’ve
got the overly emotional, benefit driven, impulse
buying, often imitated, but never replicated B2C marketing. And in the blue corner, we’ve
got the highly rational, but oh so boring,
features driven, logical, and rational, but takes
forever to make a decision B2B marketing. Both have a time and a place. And that time and place is here and now. So let’s get to it. (upbeat rock music) Hey there, my name is Adam Erhart and welcome to the Modern Marketing Show, where we help you make
marketing that matters. So if you’re interested in learning about the latest and greatest
marketing strategies, tools, tips, tricks, and tactics, well, ya may wanna consider subscribing (bell chiming)
and hitting that little notification bell. Now before we dive into
the meat and potatoes about B2B versus B2C, we need to make sure that we’re operating
from the same definition, so let’s quickly cover that first. First up is B2B or business to business. Now this is a business that operates by selling its products
to other businesses, kinda self explanatory. And the same thing
pretty much goes for B2C or business to consumer, which is a business that operates by selling its products or services directly to consumers. Now when I first got started in marketing, I got to learn all about
the B2C market first. This is what most people think about when they see an ad on TV or hear something on the
radio or see something online. My introduction to B2B marketing, however, came from one of the worst places possible to learn about it, a textbook. I remember like it was yesterday, sitting, staring, and
quickly losing focus on what I was supposed to be concentrating on and my textbook soon becoming my pillow for the next 45 minutes, but it’s hard to blame
myself looking back. After all, my B2B marketing textbook was filled with such amazingly
exciting chapters like Organizational Buying Behavior,
Supply Chain Management, Inter-Firm Relationships and Networks, Relationship Portfolios
and Key Account Management, and who could ever forget the classic, Segmenting The Business Market and Estimating Segment Demand. I remember thinking to
myself, “What is this stuff?” At the point I was taking this class, I had already been studying
marketing for years, had built a successful agency and was already consulting
some of the best and brightest minds in the marketing from all over the world. I’d also already worked in sales and marketing for years in
both B2B and B2C industries and sold everything from shoes
all the way up to airplanes, and I knew the concepts
that they were talking about in the textbook were really
just written for academia. Big words and concepts
just to sound interesting, but with little real world application. Sure, there were some good gems in there and some important takeaways to learn, but even for a self-confessed
marketing geek, this was just too much and nobody ever built a business studying Inter-Firm
Relationships and Networks. Here’s the thing, whether B2B or B2C, marketing is marketing. And marketing is little
more than communicating how your business, your
product or your service can help solve your customers’ problems. Don’t over complicate it. The whole B2B versus B2C
thing really confuses things by suggesting that each requires
its own set of strategies and tactics and underlying principles. Now, before I suggest a better alternative to comparing which one, B2B or B2C, let’s first take a quick look at the differences between them. Now business to business industries typically have the
following traits in common. They have fewer customers, larger orders, higher value orders, longer decision time, and in general, a longer
relationship is formed. B2C businesses on the other hand, typically have more
customers, smaller orders, lower value orders,
shorter decision times, and a shorter or transactional
relationship time. Now, obviously there are
exceptions to the rule, like in some cases, B2B businesses might have smaller priced items and some B2C businesses might
have higher priced items, but in general, the criteria
work pretty darn well. Basically, B2B marketing
typically focuses on fewer, but bigger customers, and B2C marketing, on more,
but smaller customers. This means for B2B type marketing, you’re gonna have a little more incentive to put a little more
punch behind your pitch because you’re gonna have to
market to fewer customers. And if you’re B2C type marketing, well, you’re gonna wanna
make sure that your message has a little bit more of a broader appeal ’cause you’re gonna wanna
appeal to more customers. But here’s where people and those textbooks
start to go oh so wrong. Whether you’re B2B or B2C,
here’s the cold hard truth. People like doing business
with people, not businesses, So even when we’re talking about massive, nameless, and faceless corporations, it’s still people behind those businesses that are making the purchasing decision. Which means it doesn’t
make a lot of sense to toss out common sense and replace it by businessing
up your marketing. This is especially true
today where customers, whether B2B or B2C, have become increasingly skeptical, jaded, and cynical of marketing in general. They’ve seen it all and they’ve been burned way too many times by spammy marketing, hyped up claims, and over-promising and under delivering. Fortunately, there is an alternative and one that’s easier, more effective, and a whole lot more fun, too. That alternative is to
all but completely abandon the constructs of B2B or B2C and choose instead to
embrace human to human or H2H marketing. Originally coined by Bryan Kramer, human to human or H2H marketing is pretty much exactly
what is sounds like; marketing like a genuine,
authentic person. This means removing inauthentic, stiff, and rigid marketing messages and choosing instead to replace them with genuine bonafide human communication, in all its messy and beautiful glory. This means more smartphone videos and less Hollywood production. Oh, hey there. More conversation style email marketing and less personality-devoid business talk. It means completely
eliminating words like synergy from all of your marketing and replacing them instead with words that people actually use, maybe like cooperation
or working together. It means actually caring about the person on the other end of
the call, or the email, or the social media post. And it means not treating
customers like products, or assets, or a means to an
end, or rather, the end itself. But above all, it means being human and seeking to serve the
people in the best way you can. And when you do this with good intentions because you really can’t fake this stuff, well, a funny thing starts to happen. You’ll find your marketing
becomes way more effective. It also becomes way more fun
and a lot easier to create. And you’ll find that your
audience will start to overlook any tiny flaws or errors that
you may have made in the past that people quickly jumped on; typos, bad hair days, too
many ums, ahs, whatever! People are a lot more willing
to forgive other people when they recognize that they have the best intentions at heart. Some of the best B2B and B2C marketing that I’ve ever created and ever seen have gracefully walked the line
between being professional, but approachable, authentic, but engaged, and results-driven, but
people-driven first. Because authenticity and being truly human doesn’t mean sacrificing professionalism. Whether B2B or B2C, results
matter, but people matter more. Alright, so thanks so much for watching. I hope you enjoyed the episode. If so, make sure to give it a thumbs up, subscribe to the channel, and if you have any comments or questions about this episode, make sure to leave them in
the comments section below. Also, for more great marketing strategies, tools, tips, tricks, and tactics, make sure to head over to adamerhart.com which is packed full of all
sorts of different resources and articles and videos to
really help take your business and your marketing to the next
level and way beyond that. So thanks so much for watching and I’ll catch you next time
on the Modern Marketing Show.

Is Digital Marketing Essential To Business Growth?


Digital Marketing is essential to growth
because it provides many different opportunities if you’re serious about growing
your business then you need to be found where people are looking for you which
is online which is important to growth hello my name is Jesse and I’m a digital
performance specialist here at mater solutions every business needs to
constantly be bringing in new clients and customers to replace ones that fall
away digital marketing puts you in front of these clients when they’re searching
for you and your services which is important to growth
hi my name is Sean Cole and I my digital marketer here at Mo’s solutions digital
marketing is essentially grow because it provides many different opportunities
and there is many different platforms that allow you to do this so you can
target specific audiences ages likes demographics and much more marketing
needs to be tailored to the audience and these days that audience is digital no
longer are we using billboards and flyers the same as days gone by because
everyone’s in front of their laptops they’re in front of their phones in
their front of their tablets that means we need to advertise to them on the
platforms that use it growth can be found through many different mediums
other than digital marketing but if you’re serious about growing your
business then you need to be found where people are looking for you which is
online so I’ll answer your question with a question
how would you look for a plumber a restaurant or a service that you require
I’m willing to bet it’s online digital marketing is essential to growth because
you know I could be glib and say something like traditional marketing is
a dying medium appealing to a demographic that’s aging but you know
they don’t use the internet like the mean say that they don’t but that’s
actually untrue basically everyone has a computer in their pocket that they
connect with topics and their needs and their lives so if you’re not supplying
or satisfying the needs and the wants of as many
people as possible then of course you’re not wrong you

How To Write Great Content | Content Marketing For Your Blog, Website, Or Ads (2020)


Nothing happens until someone reads,
hears or watches some kind of content which is why in this episode I’m
breaking down how to write great content and giving you some of my most proven
and effective tips on writing better content for your blog, your website, your
ads or anything else. Let’s get to it. Hey there my name is Adam Earhart, modern
marketing strategist and welcome to The Modern Marketing Show where we help you grow your business by making marketing that matters. So if you’re interested in
learning the latest and greatest marketing strategies, tools, tips, tricks
and tactics well you may want to consider subscribing and hitting that
notification bell. We all know great content when we see it. Content that draws you in, holds your attention maybe even influences your decisions or your
behaviors. At least that’s what I try to do when I’m crafting up nice tasty
content for myself or for my clients. So how do I do it? Where does all this great
content come from? and how can you create great content of your very own? Well
after years of running a marketing agency and creating thousands and
thousands of different campaigns I’m happy to share 10 of my best content
writing tips with you here today in order to immediately help you level up
your content game whether for your website your ads your blog or anything
else you need to create content for. But before we get to that, first a quick
shout-out to our sponsor for this episode Charity Swipes. Charity Swipes has created a way for business owners to
help charities without costing them a penny. Just like square or PayPal, Charity
Swipes is a credit card processing company. The difference however is when
your business takes a payment a portion of the processing fee, which normally
goes to Visa or MasterCard well is instead directed toward a charitable
organization. Best part is Charity Swipes guarantees to provide you with a lower
rate than you currently pay in order to take cards. So, if you want to start
saving money while also helping charities make sure to click the link in
the descriptions below. Alright, now let’s kick this off with content writing tip
number one: What’s the point. Just like all things in writing and in marketing and in business and really in life we’ve got to have a really clear idea and
understanding of what the goal is or what the objective is or where we’re
trying to get with whatever we’re doing. After all, one of the best ways to write
content that simply isn’t very good or doesn’t do anything at all is to really
have no idea why you’re writing it in the first place or what you’re trying to
achieve with your piece of content. So, before you sit down to write anything
you really want to be clear about what you’re trying to achieve with this.
What’s the point of this content? Is it better search engine rankings?
Is a brand awareness? Are you writing an ad for engagement or for traffic or for
generating leads? Whatever it is, you’ve got to get really clear about why you’re
doing this. Now, there really is no right answer and different types of content
are going to justify different types but you really have to be clear because
again, different objectives are going to mean writing in a different way or with
a different type of content or how it’s going to be delivered in the end. For
example, let’s say that you’re writing an ad, well the very first objective of this
ad may be just to get the click or if you’re writing content for a website
about page well then obviously you’re gonna want to do a little bit more, try
to build up some know like and trust factor, hopefully lead them with some
kind of call to action or next action step that they can take. A key thing to
keep in mind here is what do you want your audience to do? your readers, your
listeners or your viewers. What action do you want them to take as a result of
consuming your content? You see one of the big differences when you’re writing
really good content for a business or marketing purpose supposed to just a fun
or fictional purpose is that well marketing and business content
really should create some kind of action. So, get clear about what action that is
that you want people to take so that you can make sure that your content aligns
with it and leads them to that conclusion.
Alright, tip number two is one of the most important things when it comes to
content and marketing and business in general and that is to significantly
prioritize clarity over creativity. Now, this is probably my biggest pet peeve
when it comes to content marketing and especially when it comes to advertising
where you’re going to be putting money behind the content that you’re paying to
promote. It’s also sadly a trap many novice and experienced advertisers and
marketers in general fall into, because again, we really tend to prioritize this
creative aspect and writing something that’s flowing and beautiful and
compelling but at the end of the day none of the creativity really matters if
it doesn’t get results and it’s not gonna get results if you don’t
prioritize clarity first, because a confused consumer doesn’t act, period. You see, if nobody understands what you do, who you do it for or how you can help
them, well then all the creativity in the world isn’t going to help your content
and when we’re talking about prioritizing clarity over creativity,
we’re not just talking about the main bulk of the content itself, but really
all of the facets around it, including the headline. After all, we’ve often been
told, especially years past, that the headline is the most
part of the ad or the most important part of the content because this is what
at least 80% of people are gonna read and many won’t continue on to the body
content. This is why so many people went on this totally wrong direction and
really went in the direction of clickbait or high P and really fake and
just kind of catchy headlines that didn’t relate to the content itself.
That’s a really bad idea. First of all, once they read this headline if it’s
catches their attention and then they get to their content and there’s no
congruence there, well then they’re gonna bounce, which is actually the literal
term for clicking the back button and getting out of there. Second of all, when
you use tactics like click bait or hyping something up or making fake
promises, well you’re really not doing any good things for your brand in the
long term, which isn’t really gonna help play out when it comes to content
marketing. Basically, when you’re writing content especially if you’re new to
writing content really focus on making it clear you can always get creative
later. Alright, tip number three is to double down on your audience avatar. Now,
when we’re talking about audience avatar another term here could be customer
avatar or ideal target market but really what we’re talking about is a fictional
representation of that most perfect customer or client or audience member
that you want to write your content for. You see, before you sit down and write a
single piece of content not only do you have to be clear about why you’re
writing this content but you have to be really clear about who you’re writing
this content for, otherwise it’s gonna miss the mark. This means really diving
in and understanding their demographic details like age, gender, income,
occupation, title, things like that geographic details like what city, state,
province or country they live in and psychographic details things like their
attitudes, interests, beliefs and maybe any organizations or clubs or
affiliations they’re a part of. Really dialing exactly who it is that you’re
trying to communicate with because it’s gonna make all of your writing and all
of your content that much more effective and resonate that much more. Alright, tip
number four is to take this last step and take it a step further by really
dialing in on their miracles and miseries.Now, I’ve talked about miracles
and miseries a lot before but that’s because it’s incredibly profound. You see,
when it comes to creating any kind of content or any kind of writing or any
kind of marketing where the goal is to create some kind of action which should
be the goal well you’re gonna want to leverage those powerful human emotions
that we all have, specifically the desire to avoid pain or to seek pleasure. For this reason, you want to make sure that your
content focuses on one of these two aspects. Either helping them avoid their
miseries which could be things that caused the pain, fear, frustration or
anything like that or help them achieve their miracles, their dreams, their goals,
their wants and their desires. The stronger you’re able to appeal to their
emotional sides the more your content is going to resonate and the greater effect
is gonna have. Tip number five is all about native content and what we’re
talking about here is respecting the platform that your content is going to
be published on. For example, are you writing content for a website if so you
want to keep in mind well who the audience is that’s going to be reading
this content on the website and are they going to be viewing the website from a
mobile device or from a desktop computer, because again, bass can influence text
size and length of content all those other things that go into it.
If on the other hand you’re writing content for say social media platform,
well you need to be aware that this is also going to influence the style and
the tone and the theme of the content, not to mention just saying that it’s
website content or social media content well that’s not differentiated enough, we
need to take it a step further and figure out which social platform, because
for example, an Instagram caption or a Facebook post or writing a script for a
YouTube video all of these are going to be very very different. Probably, the most
obvious example of this is let’s say you’re writing content for LinkedIn
article well LinkedIn being a business social
media site is going to have its own style and theme and way that the content
is going to resonate with the readers. For this reason, you’re gonna approach it
significantly different than if you were going to make that same post on Twitter
or Instagram or even on Facebook. You have to make sure that the content that
you’re publishing looks like it belongs there. Yeah, the underlying message can still be the same. In fact, you really just need to
find a different way of saying kind of the same thing but you need to make sure
that it is formatted and styled and fits in so that it’s accepted by the readers
and is more likely to be consumed. Alright, my next tip when it comes to
writing great content is to take things line by line. You see, when it comes to
writing great content, the goal of the headline is to get them to read the
first line and the goal of the first line is to get them to read the second
line and the goal of the second line is to get them to read the third line and
so on so forth. This is why it’s so incredibly important to hook them fast
right at the very beginning by A: letting them know who this is for and B: letting them
know why they should care and what’s in it for them. This is so incredibly
important, especially today with so much content out there. You really need to be
clear about exactly who it is that you’re writing this content for and why
they should care about it, because when you do well you’re more likely to really
nail that ideal target market and let them know that this is indeed for them
and this is how it’s going to help them which is only going to further increase
the odds of them consuming your content. You see, when you let people know who
it’s for and why they should care well it shows that you’re respecting their
time and it also shows that you respect the time of others that it may not be
for which is a win-win all around. Tip number seven is to leverage the
power of infotainment. Some of the best content and highest converting content
out there right now, especially if it’s marketing content that’s designed to
generate more leads or eventually lead to a sale, well some of this best content
that’s out there is using a form of content marketing called “Infotainment”.
Now, the name is not that original, essentially all you’re doing is taking
information and entertainment and slamming them together but the concepts
and the principles behind it are really what make it such an effective strategy.
First, let’s take information. Now, essentially what we’re doing here with
our content is we’re educating someone and we’re teaching them something about
some area that we have skill or knowledge or expertise in that we can
help them with. The beauty here of using information or education as kind of your
content marketing strategy, is that it positions you, not only as an expert and
an authority in the subject, but it also kind of subconsciously elevates your
status as that teacher role or as that person that’s actually helping them. It’s
a powerful psychological tool and one that’s kind of deeply ingrained in us as
humans. Really, we can’t help but to respect those that are helping us and
teaching us something. Not only that, it helps to further build trust by actually
showing that you know what you’re talking about. The next side is the
entertainment, because ain´t nobody got time for boring content. See, there’s way too much content
out there already and way too much boring content, so the last thing the
world needs is more boring content. Fortunately, creating entertaining
content really isn’t that complicated you see you definitely don’t need to go
out there and produce some kind of giant Hollywood production around your content,
all you really need to do is be fun, be unique and be yourself. Also, there’s a
bit of a bonus tip here if someone’s truly interested in the content that you’re talking about, well they’re gonna kind of naturally be
entertained anyways and if they’re not interested in the content that you’re
talking about well then all the entertainment in the world isn’t gonna
get them to keep consuming your content and this all rolls back to really
knowing your ideal customer avatar or that audience avatar that you’re
creating the content for in the first place. The next tip I want to share with
you is to simplify. Now, this point kind of builds off our clarity over
creativity concept but I want to take it a step further and really encourage you
to simplify your writing. Obviously, we’re not talking about academic papers here
where sometimes the goal seems to be just to confuse the reader but we’re
talking about marketing content here for a website or blog or ads in which case
the goal is definitely not to confuse your reader because if you confuse them
you’re gonna lose the sale. Einstein said it best when he said if you can’t
explain it simply, you don’t understand it well enough and I promise you nobody
likes a show-off who just jams a bunch of jargon or technical words or insider
slang or industry lingo into their content. It’s bad for you, it’s bad for
the reader, it’s bad for business. Also, there’s a tendency you really need to be
aware of here known as the experts curse. Essentially, out of the scale of one to
ten you’ve got like a level ten knowledge about your product or your
service or your business and your customer likely has a level of about one.
Now, the tendency here is for you don’t want to come down to about a level five,
but again it’s not the customers responsibility to come up and meet you,
rather it’s yours to go all the way down to that level one or two and meet them
at their level. Now, once you’ve simplified your concepts
and your theories and the content and message behind it, now it’s time to
simplify your writing itself. You see, there’s a reason that most major
publications keep the content level or a grade level of the content they’re
creating at around the fourth grade or 11th grade or anywhere in that range
they’re not doing this because they believe that their audience is dumb or
that they can only read at a fourth-grade level, it’s not the case at
all. Rather, the reason they’re doing this is to help them further and more quickly
digest and consume the content they’re creating. Again, the goal here isn’t to
confuse your readers or your audience, it’s to create some kind of action that
you’re hoping to get from your content itself. When you do this, you simplify
streamline and solidify the points you’re trying to make which makes your
content that much more effective. Alright, tip number nine is to read it out loud. Now, this is such an incredibly powerful tool for editing your content and making
sure that your message clear and really saying the things that
you wanted to say in the first place. As an example, I read every single one of
the ads that I write out loud and if I can, I often get someone on my team to
read it out loud back to me so that I can hear how it sounds or how it might
sound in someone that’s never heard it before and see how it’s going to sound
internally when they consume it. I promise you, way more often than not do I
add a comma or remove a word or delete an entire paragraph entirely because it
simply doesn’t flow or make sense in the context of what I’m writing. It’s really
funny how good something might sound when you’re first writing it out and how
incredibly differently it sounds when you read it out loud to yourself or
someone reads it back to you. It can often be night and day, so when you’re
done make sure to read it out loud or better yet have someone read it back to
you or you could always record yourself reading it out loud and play that back.
Whatever the case, just make sure you do it. Tip number ten is a concept I call story selling. You see, using your content and
embedding stories into it is one of the most powerful tools you have available
especially if your audience is other humans, which I’m going to assume it is.
You see, we as humans, learn through stories. It’s how it’s been done for
generations and generations. All you really need to do is think back to fairy
tales are stories that you were told as a kid or some of the more common fairy
tales we still here today that you could probably recite either verbatim or at
least get the general theme about what they’re about. But aside from the fact
that people naturally learn through stories and naturally resonate with
stories, one of my most favorite aspects of using stories is simply the fact that
people can’t resist a good story. In fact, one of the most powerful terms or lines
in marketing or in creating your content is just this: Let me tell you a story. You
see, when you start a piece of content with that or you interject it somewhere
in the middle or even near the end in order to kind of summarize and close it
all off well when you do that you naturally peek and engage their interest
and they simply can’t help but to keep reading on or to keep listening just to
hear how this thing’s gonna go. Fortunately, stories are really pretty
easy. In fact, anytime that you’ve ever talked
to a friend or a family member or a colleague well odds are pretty good that
you told some kind of a story. You see, stories really only have three parts: the
beginning, middle and the end. In the beginning there’s going to be some kind
of problem or obstacle that you need to overcome. The middle is how you went
through this obstacle and what are some of the things you tried, where does some
of the results and what are some stuff that went down and the end is, well
did the problem get resolved? if so, how? and if not well what’s gonna happen
instead? Man, that’s kind of yet simple but profound. The simple truth is if you
want to write better you need to start incorporating more and better stories.
Alright, the next thing you’re going to want to do is check out the two videos I
have linked up right here in order to take what you’ve learned here today and
really expedite the process so you can create way better content, way faster.
Check those right now. Thanks so much for watching and I’ll catch you next time on
The Modern Marketing Show. Lots of achievement at the start it
creates an addiction. Your content is the same way, with each paragraph the reader
gains a subconscious feeling of victory