In theory, we give plenty of lip service to saying no to things that don’t serve. We’re counseled to imagine ourselves saying goodbye to relationships we’ve outgrown; discarding those old belongings that turn into excess baggage; and saying sayanora to projects that don’t fit our bliss.
I give it plenty of lip service. But when it comes right down to it, I struggle to make that break. Until I remember that, if I don’t, I go against everything I counsel my clients to represent in their own work.
When our work is in tune with our authentic selves and we can pour our talent and skill into it without reservation, we put good into the world. A world that is sorely in need of good.
When it’s not in tune, it creates discord. It’s a bad vibration. It puts out yuck into the world, and makes us feel like yuck in the process. None of which does us or the world any good.
Sometimes we need that reminder that it’s okay…in fact, it’s mandatory…to say no.
The publishing industry is at a crossroads, with striking similarities to the introduction of the paperback novel, predicted to be the death of hardcover. And it’s gotten Orwellian…but only if you don’t read deeper than the letter Amazon sent to its authors (self included).
When publishing companies OR distributors use authors to leverage their own value propositions, they can find themselves at odds with the best interest of the authors. Authors need to sell their books, and should be allowed (within reason) to price them accordingly.
The Amazon-Hatchette dispute has brought the issues out in the open, and Amazon/KDP just lobbed the latest volley. My books are listed on Amazon, and available on Kindle. Their distribution platform is solid and has redefined the term “getting published.” But as the owner of my words, the author of my works, do I have to bend to their pressure to sell cheap? I wonder if this isn’t just a case of corporate lawyers having too much candy before lunch. What’s your take? Would appreciate hearing from any authors (published or yet to be) on your thoughts.
It’s the rage, the buzz, the must-have “thing” on your marketing plan.
And for many businesses, it’s totally overwhelming.
It’s pretty simple really, and dramatically effective when done right. Especially when you merge your content marketing strategy with your existing business and marketing goals.
Let’s break it down:
1. Start by taking a fresh look at your buyer personas (You do have buyer personas, yes? If not, we need to talk.)
2. For each persona, decide what questions/challenges/issues they face at each point in the buyer life cycle, aka your sales funnel. (If you haven’t really thought about your sales funnel, consider these three stages: awareness, consideration, decision).
3. Decide what content you can provide to each persona at each stage in the sales funnel. Have a lead that is at the awareness stage? Provide a Top Tips blog post that addresses their current business pain. Is your prospect seriously considering finding a solution to their challenge? Now’s the time to offer a research-based article that proves the veracity of one aproach. Are they considering YOU for their solution? Offer take-away content that gives prices, specifics on deliverables, etc.
If you are doing this, and using all of the channels in which your prospects communicate (online, social, email, print, etc.) you are doing content marketing!
If you aren’t doing this, I can help you get started, gain momentum and keep it going.