How to Tell Business Stories People Will Remember Forever

The first in a new series of interviews about how to create better stories- Kevin Allison of the Risk! podcast (1 million downloads a month), The Story Studio and The State, interviewed by me and Kathy Klotz-Guest.

7 Types of Content Marketing that Convert to Profits

What’s the point of content marketing?

  • Is it just getting some blog posts up?
  • Is it creating cool infographics to get tons of shares?
  • Is it becoming a podcaster?

Well… those are all examples of content marketing- but what is the point of content marketing?

Professional, enterprise-level content marketing… what we should all aspire to- is organized, measured and automated. Great content marketing drives everything toward sales and repeat sales. Conversion and loyalty. That’s the point.

Content Marketing is NOT getting as many shares as Buzzfeed. Even when you succeed with top-of-funnel awareness-raising supercool content in your niche, it probably won’t have the broad human appeal of bacon or “26 Pictures Will Make You Re-Evaluate Your Entire Existence” or “24 Pictures That Will Make You Feel Better About The World“.

So content marketing is not about viral marketing. And good thing, too, since your chances of pulling that off are slim to none.

Content marketing is about sales.

And you can’t do professional content marketing without marketing automation. Even if it’s just an email autoresponder of follow-ups for people new to your brand.

7 Content Marketing Questions Your Organization Must Answer

You have to answer these questions:

  1. What are the buying stages of my prospects?
  2. What does that make our funnel look like?
  3. What content do we have for each stage of the funnel?
  4. What is the conversion rate for each of those pieces of content- what % of content-consumers does it get to the next funnel stage?
  5. Where is the bottleneck?
  6. What kinds of content are we missing?
  7. How can we improve our results?

Until you’ve answered those questions, you don’t have strong content marketing.

The 14 Stages of Organizational Content Marketing Evolution

And if you’ve been focusing on buzz only… well here are the stages of content marketing evolution in an organization, as stated by your very excitable marketing person:

  1. “Oh no: We don’t have content!”
  2. Yay! We have a blog!
  3. Oh, no! Our blog isn’t getting any attention!
  4. Oh, no! Our buzzy posts aren’t getting shared!
  5. Oh, no! We need more types of content!
  6. Oh no! We don’t have enough budget!
  7. Yay! We have more budget!
  8. Yay! Now we have lots of content!
  9. Oh, no! Our content isn’t organized!
  10. Yay! We purchased marketing automation!
  11. Oh, no! We’ve had marketing automation for 3 months and haven’t set it up!
  12. Yay! We are tracking the success of our content!
  13. Oh, no! Our content isn’t effective enough!
  14. Yay! We have a new comprehensive content marketing plan!
  15. Yay! We are coming up with new content for the bottlenecks!
  16. Yay! We have content marketing ROI!

Got it? Please feel free and go ahead and skip some of the learning-the-hard-way!

That said…

7 Types of Compelling Content that Convert

…here are some tips on creating content that converts better and gets more sales:

  1. Dispel lies & myths about your niche to gain authority and trust.
  2. Arouse fear and worry about making the wrong decision to gain trust.
  3. List the mistakes customers make in your niche to gain trust.
  4. List the problems it will help them overcome and show your offering’s benefits to get into the consideration set.
  5. Prove the unique superiority of your offering to beat your competitors.
  6. Tell stories of customers’ specific results. Film testimonials from customers to gain trust.
  7. Walk prospects through how your offering will change their experience of life or work activate their emotions.

Not sure what channels to use and what content to create? It helps to map out your buyer stages, then what question you need to answer for buyers at each level, then what channels you’ll do it in:

Now I believe you have plenty of work to do? Get to it! :-)

How to Get Massively Creative with Content Marketing Through Improv

Kathy Klotz-Guest, Gary Ware and I discuss how to harness improv and brainstorming to create better content marketing!

Barnet Bain on Creativity [Audio Interview]

Today our families, workplaces and relationships are being shaken by rapid change. Our guest, Barnet Bain, says we must learn to harness creativity to thrive in this new world. Barnet is an award-winning filmmaker, broadcaster, educator and author of “The Book of Doing and Being: Rediscovering Creativity in Life, Love and Work” coming in July.

Forgive us on sound quality- we had to move to phone for this interview- but tons of valuable insights here if you want to be more creative:

Humor at Work with Andrew Tarvin [Video Interview]

Andrew Tarvin is a Humor Engineer at Humor That Works. He teaches people how to enjoy their jobs more while doing them better. Andrew has worked with thousands of people from 100+ organizations, including P&G, GE, and Microsoft, on topics ranging from mastering office communication to humor in the workplace.

The Humor Code with Peter McGraw [Video Interview]

Dr. Peter McGraw (@PeterMcGraw) is an associate professor of marketing and psychology at the University of Colorado Boulder. He is an expert in the fields of emotions and behavioral economics, with a focus on consumer behavior and public policy. McGraw directs the Humor Research Lab (HuRL) and recently co-authored The Humor Code: A Global Search for What Makes Things Funny.

5 Copywriting Profit Tips with Alyson Lex [Video Interview]

Alyson Lex is BACK and this time we’re talking about SPECIFIC copywriting tips, pearls, hacks… and things you should NEVER EVER EVER DO. Watch it! It’s free! And it will help you make more sales and make more money and look sexier at the beach!

Father’s Day Panel: Funny Dad Stories [Video Panel]

Kathy Klotz-Guest, Martin Shervington and I convened to tell some funny and poignant stories about our dads. And although it may not seem like it, we love them and wish them and yours a happy Father’s Day!

Steal the Show with Michael Port [Video Interview]

Called “an uncommonly honest author” by the Boston Globe, a “marketing guru” by The Wall Street Journal, and a “sales guru” by the Financial Times, Michael Port is a NY Times bestselling author of five books including Book Yourself Solid and The Think Big Manifesto. His 6th book, Steal the Show is being released this Fall.

AND Remarkably he is probably the only NY Times bestselling business book author to have also been a successful professional actor, guest starring on shows like Sex & The City, Law & Order, Third Watch, All My Children and in films like The Pelican Brief and Down to Earth.

These days, Michael can be seen regularly on MSNBC, CNBC, and PBS as an on-air-expert in communication and business development.

We spoke about:

  • Why Michael is teaching public speaking and performance
  • What he brought from theater into business speaking
  • How to create a powerful opening
  • Frameworks (structure) for speeches
  • How to get the audience to take action at the end of your presentation
  • How to get a standing ovation
  • As you evolve as a thought leader, how to choose your next book topic

Rocking Content Marketing w/ Jason Miller [Video Interview]

My hair is conveniently too long for this interview with author of the #1 Amazon best selling book Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing Up to 11, Jason Miller… Jason leads global content marketing efforts at LinkedIn Marketing Solutions. He’s also an avid rock n roll photo journalist.

We talked about:

  • Jason’s Rock N Roll Story And Why He Got Out Of The Music Biz
  • Why You Need To Be A “Hybrid Marketer” and what the heck that is
  • Philosophy Vs Science Of Marketing
  • Big Rock Content
  • What Leftover Turkey Can Do For Your Content Marketing
  • 5 Content Marketing Lessons From Gun N Roses
  • The Sophisticated Marketer’s Guide To Linkedin
  • Creating Standout B2b Marketing Content
  • Marketing Automation