Learn why some content converts (and why other content gets ignored)

You need some Kahunas to spend money on advertising.
It’s a gamble – and, let’s be honest, many lose money.

That’s why people prefer free content marketing.
Like, posting on social media for free, writing blog posts, making podcasts.

It lets you test ideas without spending money, to see what sticks.

However, when we pump out free content, we often hear crickets.
Yes, we’ve toiled over a blog post, yet no-one shares it, nor signs up to our email list.

Just cold silence.

How do we create binge-worthy content that gets noticed?
How do we create content that customers rattle through like it’s Netflix?
How do we get people to convert into sales or email sign-ups?

The answer is to think of content as a sample (not content).
I’ll explain.

Remember those yummy samples of chocolate given out in a shop?
You get a small, tasty morsel, and if you want more, you buy the full bar.

Smart content marketing is the same: it’s giving samples of what you have to offer.

It’s all about weaving – that’s the clever bit.
Your free content should weave what you sell into entertaining, and helpful ‘how-to’ information that answers a big problem for your customers.

When making content, it’s skilful to sprinkle into it some of the following:
– the results you have got for your customers
– or the processes that you use
– or a product that you’re about to launch or sell today
– or a free downloadable piece of content at the end (like a mini-course or eBook)

The selling part is 5% of what goes into the content.
It’s not pushy. It’s subtle, it’s hidden.

It nudges people towards buying from you in exchange for some handy information.

In my book, that’s more than a fair trade. It’s not sleazy nor machiavellian.

Have a gander at two brands that do ‘binge-worthy content’ well.
One is big, and one is tiny.

Example 1: Nike’s Instagram page.
Click on the Instagram TV videos, and you’ll get free samples of what Nike sells – all beautifully wrapped as entertainment of athletes flashing their skills and abs.

Example 2: Ben Heath, Facebook Advertiser
Ben has an extensive back catalogue of helpful ‘how-to’ videos about Facebook advertising. Yes, these valuable videos act as samples of his paid course. 

What’s the lesson?
Give a sample of what you sell and wrap it as free information or entertainment.

Then host it smartly too.
On your blog, YouTube or iTunes for people to discover, and binge through.

Remember: customers ignore most content, so make yours the exception, not the norm.

Toodle pip,
Simon