As you know, content marketing means giving away valuable, engaging information that connects with your intended audience. Then, you’re in a position to expose that audience to an offer to buy things related to your topic, using messages (copy) that lead to the sale.
You may also have heard the saying “content is king.” Which means content creation is the key to success.
Content creation has never been king — your relationship with the audience is. You develop an audience by providing unique value to the “who” you’ve decided to serve.
A decade or more ago, creating lots of high-value content was the way to do that. Now, we have plenty of content and even less capacity for attention. People are looking for credible guides who will connect them with what’s good, what’s real instead of fake or poorly researched, and most of all, what’s important to them. And they want to be guided by trustworthy humans, not algorithms.
And it’s not just content. People turn to reliable resources for advice on what to buy, what to watch, where to travel, and more. In an age of overwhelming information and choice, business people who combine trust and expertise now more easily command an audience.
We call this approach mentor marketing. And unlike so-called influencers (who often have very little real influence) and most digital marketers (who think all you have to do is run someone through a sales funnel to succeed), mentor marketing is all about serving the needs of the audience you choose to build a successful business.
It brings to mind a quote from Zig Zigler: “You can have everything in life you want, if you will just help other people get what they want.” That’s the essence of mentor marketing.
Tune in for more.
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