Content marketing is theoretically a way for potential customers to find you and place an order with you, but it's not that simple. You can write a blog, you can record podcasts, you can create a video, but the fact that you publish such free content doesn't mean that your audience will want to buy something from you. How to pair one with the other. You will find out in a moment how to combine content marketing with sales . – Little Big Company podcast for business, development and listening enjoyment.
Marek Jankowski invites you. Hello episode 323. All notes and links about this episode can be found on malawielkafirma.pl/323. Content marketing seems to be such a magical way to attract customers. Because we publish some free content and because we publish, people come to us. Well, that's not the way it works, because first of all, content marketing will not work in every industry . Second, you may be an excellent specialist, but you may not necessarily be able to produce interesting content. Third, if your business is selling information products, such as online courses or e-books, there is a problem with how to distinguish between what you give for free and what you want to take money for. I will talk about all of this with my guest today: a man who makes a living by telling stories. He is the honorary co -host of the Small Big Company, co-creator of the podcast – Paweł Tkaczyk. Good morning Paweł. – Good morning, Mark. Nice to see you – Mutual, mutual.
– After so long, especially since the separation … you know. Okay, but without too much talk: tell us in which industries content marketing works great, and in which it generally does not work. Content marketing works in industries where you know you want to sell and when you want to sell, but you don't know when the consumer will buy. That is, in industries that are not necessarily susceptible to such impulsive needs, but rather in industries where you function as a supplier that must be somewhere in the customer's mind, but his needs appear relatively rarely. It means that if you, for example, sell televisions, you are a TV manufacturer, if you are also a producer, I don't know, cell phones if you are a producer of wedding dresses or whatever, right? He's not impulsive in this purchasing process, he is deliberate.
Your customer is there, but you don't have much influence on when he buys, I mean you have a limited influence on when he buys, because if you sell chips and say: today promotion only until tomorrow 50% cheaper, people will go for the chips Yes No. However, as you say: promotion for wedding dresses 50 percent cheaper, well, there is a good chance that such a client will not throw in for these wedding dresses , right? Well, so this is how it looks. So, such marketing in industries where you need to warm up the lead. Where you need to feed this customer until he is able to finalize this well-thought-out purchase. Great, what to talk about, write about or show in content marketing? Because there is a very often repeated advice: answer the questions that people keep asking – it's great content marketing. But what about when I'm just getting started, no one is asking any questions, or what about when I'm tired of answering the same questions over and over again and would like to do something else.
You know two things because these are actually two different questions. Answering the questions these people are asking is a great strategy, and when you take "those" out of it, it turns out that even if you are new, answer the questions people ask in the industry. So you know, you sell these wedding dresses, end up on an internet forum for potential brides and they are flooded with questions.
These are not questions for you, because you are actually just starting your business today, but if your content is very much just such a question, then absolutely yes. And the second technique we can use is called micromoments. Google did some research a while back on how people use the search engine and how it differs from using social media. And now the fundamental difference comes down to the fact that we spend a lot of time on social media.
This time is greatly stretched, while our attention during this time is strongly distracted. It means you're gonna scroll that Instagram and it's so … no. However, when you go to Google or a search engine, you spend very little time there, but your attention is hyper-concentrated. And Google called this moment of hyper-concentrated attention a micro-moment and began to study it and categorize it. And now there are four such basic micro-torque categories that are again characterized by the questions people ask in the Internet search engine. If your content answers these questions then there's a good chance people will find you. And now the first micro-moment is called "I want to do." It is very much related to the stimulus and the need. It means that I want to change the Opel bulb, I want, I don't know, walk there, vaccinate the dog or whatever, yes. And people are asking questions that Google characterizes with this "how to" theme. How to change an Opel bulb, like, I don't know, repair a bird feeder, etc.
If you can answer "how to" questions like this. And now just a very cool thing: these don't have to be industry-related questions. These must be questions your client is asking . So if, for example, you sell, I don't know, baby cots or prams, you are absolutely sure that your client has a baby. And you don't have to answer questions related to prams, but you have to answer questions that people who have a baby are asking. Type: how to deal with infant colic. – For example, or how to sleep, for example, with a bimonthly, right? And so on and on.
And if a man finds an answer to his questions with you, then he actually takes the knowledge that you are, that you are helpful, etc. Somewhere in between you add that: hey, I also make carts! So when he is looking for carts, he will find it. So this is the first micro-moment. "How to" or instructions on how to do it. Yes, exactly. The second moment is the "I want to know" micro-moment. He is very closely related to the first one, because if I find out how to do something, that is, I enter in Google: "how to change an Opel light bulb" and I get a video or I get, I don't know, a tutorial, text, something, something, and then someone says: "First you have to buy a halogen or incandescent bulb." And now, because I have never been interested in Opel bulbs, because before I had no need to change them, I naturally google the next thing, which is: "what are the best Opel bulbs".
It's the key word that Google defines there, it's called "best" and if you can do that, it's also a particular that is wonderfully clickable, foundable, and so on and so on. The third micro-moment of these four is called "where I want to go," right? So all these words: where with a baby for a weekend in Sopot, where for a date in Katowice, yes? etc.
Etc. And when you meet this kind of need again not from your industry, but from your client, then you can go very far. And the last very cool, very perfidious micromoment is called "I want to buy". This is the moment when people type the name of a specific product into Google. And now it seems that the matter is well settled. I mean, if a guy types "nikon d 300 price" on google, you are screwed, but imagine, you wrote an article: "before you buy a Nikon d 300, read this!" And this is, you know, a very clickbait title , but to people who want to buy a Nikon d 300. And now, if you have a range of products that , for example, this child's parent needs, you are kind of messing with this kind of content, that is: before you buy yourself, I don't know, chadzaczek, read this, Before you buy yourself, I don't know the baby alarm, read it, and so on and so on. And people go to YouTube or anywhere else.
And now it's you first, that solves the problem that you are already puking your own content, right? So you are already puking the writing you talked about at the beginning, that you are already puking about this, this, that. – Answering the same questions over and over again, yes. Yes, it means different: brands are built with consequence. I always point out to my clients that you will be the first to get bored with your own industry, your own answers, and so on and so on.
Imagine that I was talking about micro-moments on live yesterday. To a completely different audience, no? And you know, and most of the people listening to me now haven't seen that live yesterday, because that's what it boils down to. And that's the number one thing. It means that you should try to control this very disgust, content- disgust, and still pack more and more over and over again, because you produce the same thing all the time. People change, these mothers come new, new all the time, right? And they still do not know it, which can be seen from the questions on the forums. The second thing is that even if you have said something, published it somewhere, it does not mean that someone else read it where you wrote it. And that's what I wanted to say, you know what you can really do is infuse old content into new channels. And at this point , the content strategy is sensational, because it has content that does not age, i.e. there, for example, I do not know how to de-pupate a child.
You set up a new channel or find a new community, join a new group, someone asks a question about how to pear a child and you just say: man, I won't bother with it anymore, that's the answer – please, no? So old content, new channels. – I don't know how the term micromoments worked on you, but it inspired me a lot and immediately ideas started popping out of my head almost like from a popcorn machine. In a moment we return to the conversation with Paweł. Why in a minute? Because this episode has a slightly different form. It is quite unusual and I am very curious to see how this form suits you. I will be very grateful if you share your opinion in the comment under this episode at malawielkafirma.pl/323. We return to the conversation with Paweł. Paweł produces a lot of knowledge. He does a lot of content marketing. Let's take a look at his computer to find out what helps him. – What is your favorite tool that you use in content marketing? – Y'know what, I like Canva a lot.
As a tool for creating graphics, templates, etc. I use Loomly – this is a tool for content planning. This is a content calendar in which I have all my social media and everything is beautifully laid out for a month ahead. So if today, for example, a truck hits me today, well, we have May 29 … Eh, no, you won't have to bother with my content for a long time … But, well, the plan is that on June 1 I will sit down and I'm planning content for the whole of June , so when the weight hits me, for example on June 2 , until the end of June, my social media will still publish things, and so on and so on, no? Well, well, then this is it. So we have Loomly, we have Canva. You know what, I am a graphic designer , so to speak by education, in this sense, I understand all these graphic programs and Canva is very often for a simple tool for me , so I have Affinity Photo as a Photoshop equivalent, in which also Photo Designer.
.. That whole Afffinity package. I really, really appreciate this decent graphics software. What else do i have? You know what, I have a program called BEEY. It spells "B-E-E-Y" – don't ask. I have no idea how to pronounce it, right? But, but this is BEEY, and it's for transcription. This is an artificial intelligence module that is used to transcribe video files and, for example, when I do online courses or just when I do topics on a video, I put it in BEEY, he makes a text out of it, makes me SRT-ek and spits, so actually YouTube subtitles. A very very nice thing, very very comfortable. And he can handle the Polish language well ? Because I tested such programs. This is how it is created only for the Slavic languages. I mean, it was made by Czechs and Poles, and some Slovenians there and so on, so he is coping with Czech, Polish, Russian, Lithuanian and all these wreaths miracles.
He does not understand English inserts. There is of course an English service, but no. He was made to do just that. The company that created it is called Newton Technologies also here, if you wanted to find yourself, well … For video, for example, I'm recording material for you at the moment, in something called Ecamm Live. It's a mixer for making live ' that. God dear, I love this show! – I have the same and love it too. Well then you see. Only you need a Mac for it. You have to buy a Mac for the program, right? Because otherwise in Windows you get tired of OBS Studio, which configures itself just like a farm tractor from the 1930s, right? So this. Do I use anything else from these things? Ulysses for writing, but this is something completely different, right? Ulysses is for writing. And I guess that's it, I don't know if I have any more tools. – Already after the length of the list of Paweł's tools, you can see that content marketing requires a lot of time. How to spend this time on content marketing as little as possible? Two ways.
One way is with templates. If you prepare ready-made graphics in which you will only exchange texts, then each time the production of a new post, e.g. for Instagram, will take you less time , because you will not wonder what front to use, what colors, how to compose it all . The second way is to recycle the content. When you take the time to prepare a new article, for example, you can of course record an episode of a podcast on the same topic or make a video, but you can also select short fragments of this article and share on social media, e.g.
In the form of such short quotes, graphics, the so-called snacks. The time that is needed for content marketing is one challenge, but there are others, because not all of us like to be in the foreground. Perhaps you don't like social media. Perhaps you are just ashamed to go out to people and share your knowledge. Does that mean content marketing isn't for you? – I know that people who start their adventure with content marketing often have various types of resistance, because you have to go out to people on the Internet, and there, you know, there is all sorts of evil lurking. And these are such resistance that, for example, they will laugh at me, I will make a mistake somewhere and they will hate me. They will accuse me of ignorance … Or I don't have any audience at all , so I'll be publishing something there, tiring, spending time, no one will read it …
How to break through these first steps with content marketing, when it involves, well is it out there with self-exposure? You know what, I think the first thing is to do a decent and not mentally distorted research. That is, if – what do I mean by mental distortion? – something called "confirmation bias" in psychology, or this confirmation bias. And if you are looking for something, you will find yes? So if you come to the internet with the assumption that God, people are doing mega live with mega pierdyliard people, you will find such a live! However, when you enter the internet with the assumption that people do live on 10, 5, 20, 1 people – you will find it too. Today I watched on Instagram, listen, I mean I watched a fragment, I put a live made by Rumor, I think, this is some gossip site, with an actress and now I watched this live on Instagram … y, I'm just going in just to check how popular certain things are, so that I can advise my clients later: it was good, it was bad, right? So live with Gossip was watched by 25 people! And now you are thinking about, you know, on a nationwide website you think: millions of users, etc.
You go live: 25 people. With a famous actress, no? Of course, on the other hand , there is Onet, who is doing a live on YouTube there – 40,000 people watch it. I don't know, Martyna Wojciechowska, who has recently done live with Ania Lewandowska on Instagram, was 5000 people, right? Well, but if you equate to this, of course you will fall into a hole. On the other hand, if you equate to people who do at least 10 or 15 people, nothing big will happen. And success in social media is very much a matter of luck.
It means happiness and perseverance, because happiness is a matter of the fact that we can do exactly the same as everyone else and achieve different results, because happiness, but then I always tell people: compare this to a coin toss. If your job is to throw the eagle, the probability of winning is when you just increase the number of coin tosses and that's it. You just start to try more, more, more, eventually it grabs something, eventually you make it. So how, when you expect your task is not to win immediately, but your task to flip the coin as often as possible, then at this point you are well on your way to saying goodbye to those guys.
just comparisons, sayings: cool, I can too. "What if I see I'm just not good at being a content creator?" I have knowledge. I can find a solution to all the problems in my industry, but I can't write, talk to people, or even appear in front of the camera in any convincing way that reaches the audience. Well, I have you, for example. No, no, but quite seriously. Finding a second person who, for example, on such a circle, a set of talents, may not have great, hyper skills, but her talent is that she pulls the tongue, makes this duo, right, he, he does much better picks up.
Well, because it is clear that you sit down, duke in a monotone voice, that is, it is difficult. You can see that you are getting tired, right? On the other hand, you have a passion for talking to someone, well, boy pale, put someone on the other side of that camera who will pull your tongue , provide jokes when things get tough, and it'll go much better. ! So it's not that people always need only and including this merit. People also need just this layer of slack, etc., etc. – And do you have such experiences with people who did not work completely in one form, e.g. video, but wrote great or vice versa? Well, I'm the best example: I hate video, right? And now I do not know if it is a matter of checking myself or not, because I simply toss a coin too little in the video.
And I toss a coin too little, because it's hard for me, I hate it and I prefer to write a blog article or a social media post 1000 times more. I feel much better in the text than in the video. And yes, there are such cases. And you know you can try. I, having studies that say that video is eating the world, that people spend more and more on this video, I force myself to do it, but it is far from the comfort that I have when I can just sit down and write a text.
One more thing when it comes to entering the areas that suit me. Because we talked a bit about the form, we said that it can be overcome a bit, but there are also situations, for example, that I am in the b2b industry, I should be among entrepreneurs, among corporate employees, I should be on LinkedIn, for example, I am completely in this environment … Well, it does not, it is putting it mildly! It repels me! What about when my target group is somewhere, so I should be there too , but for me it is a completely …
Unfriendly area. – Means the easiest way is to create your own place for your brand and visit places where others are, just to persuade them to come where you need them, right? So, for example, I have the fact that for me the priority points of contact with my brand are my website and my newsletter, and if I'm on Facebook, Instagram, LinkedIn, etc., etc., then I'm there … It's not a matter of that I hate, yeah? Like you said it: I hate this crowd! However, the main function of my presence is to tell you: hey, I have a newsletter, sign up for it, because this is a place where magic will work. – You are listening to the Little Big Company podcast.
– Regular listeners of this podcast know that in each episode there are reviews of interesting books, mainly business ones. Listen to what I have to recommend to you today. Today I want to tell you about Donald Miller's book Marketing Made Simple. And this title can be a little bit confusing because this book doesn't cover all of marketing, but on the other hand it is indeed simple, just as the title promises. In this book, the author describes 5 steps you should take in order for your brand to attract customers effectively. The first step is to build a story for your brand, and this topic is what Donald Miller devoted his entire other book to. Model Story Brand. This book is also available in Polish.
The second step is to create this one-, two-sentence description of your brand. The third step is to create the backbone of the website, that is, in fact, the texts for the website that should be there. Fourth step – preparing a pdf that you will give in return for subscribing to your e-mail list, and fifth step – creating a queue of e-mail messages that you will send to those who subscribe to your list. So you can say such a very very simple sales funnel is described in this book. And I think it's good, because if someone feels such an overflow of marketing knowledge, such a flood of information, does not know where to start, does not know what to do, this book is very, very simple – like an instruction from Ikea – so simple instructions on how to follow these 5 marketing steps and surely if you follow these steps it will be easier for you to attract customers. Donald Miller "Marketing Made Simple" – I recommend.
– We are going back to talking to Paweł Tkaczyk about content marketing. If you sell prams or accommodation in Zieleniec, then there is no problem with separating your offer from content marketing. It is very clear what you earn and what you share for free. The situation is slightly different when you sell information products and when you make money from e-books or, for example, from online courses. Then what? People who do content marketing, especially in the first stage, often have this problem: how to distinguish what I give away for free, what I share openly, and which I only share with those who pay. How do you distinguish it? – I provide very little for money.
In the sense that knowledge is available for free. Time is available for money. Because time is like my limited resource. I can multiply the knowledge, I can properly share it between different channels , etc., etc. , but what my recipients most often pay for is dedicated time. In the sense that we either do consultations, or train ourselves, or organize workshops where you come with a specific problem and I, using all my knowledge, solve your problem relatively quickly. The alternative is that you have your question, take all the knowledge from me for free – it takes a lot of time – and solve your problem yourself.
So I have always believed that my clients do not pay me for knowledge, they pay me for time, so I will freely share all my knowledge for free. If your time costs nothing, you are in no rush, you can know what I do for a little while. – For a moment, let's put ourselves in the shoes of a blogger , podcaster or YouTuber who shares his knowledge for free. Generously, there are no limits. How do I communicate to my community that I want to sell something to her? Because here there is often such a fear, and it also happens sometimes that my observers say: well, so far you were so cool and you helped us so willingly for free, and now no? Do we have to pay? – You know what, people are afraid of loss.
This means that if you tell them that what they already had for free will be for money, it can obviously arouse aversion, etc., etc. It doesn't change your situation , but if you want something more, or something else, it costs money – it's a much easier message to swallow. So I promise something else for money and people say: I take good things if I need them, I don't take them, I won't need them.
There will always be one who will tell you: hey, but you shouldn't! Treat it like a negotiating technique. It means that your client, your recipient, does not cost anything to say: hey give it to me for free! And now, if he gets it for free, saying this sentence will earn, for example, PLN 300 for saying this sentence. If I were to earn 300 zlotys for saying one sentence, I would have been saying that sentence all the time! I wouldn't say anything else! So you just take it like a negotiating technique and say no, you just don't.
You want it, it pays, no … You just stop worrying about people who complain, because out of 100 people who take something for free from you, about one or two people will take something for money from you, so this It's kind of cool to judge whether you'll be successful in a sale too, right? This means that if you estimate your community by dividing it by 100, that 1% will buy from you immediately without any marketing, and so on and so on. So if you have a community of 10,000 people who read your free newsletter, and you want to sell them something, then those 10,000 people will buy a dollar for good morning without any problems, and then you have to exercise with marketing. – Okay, you said, if we offer something different than we have offered for free , then people should not have a problem, because we are not taking anything from them .
But there is a problem: if I run a blog, e.g. about marketing or a podcast about marketing, and I talk about marketing, and then I put out an online course – something else, but it is also about marketing – then there are certain threads and topics that will repeat themselves. because it is based on exactly the same knowledge! And what can I do to prevent people buying my course from getting the impression that I just repacked what used to be for free and now want money for it? Means the first rule: don't repack, right? That is, at least try to make this course, or whatever you offer for money, give you some unique value or a way to put it together or whatever.
Well, because if I record live today, where I say this, then and this, and then I say the same words in a 2-hour online course and it takes half an hour, as if what you had, the same material that you had for free, then sure people will get pissed! But let me tell you this: people mostly do not pay attention, in the sense that they do not remember what you say. Our knowledge is limited, right? So you talk about podcasts, I talk to myself about branding and so on, and that's limited knowledge. I've been in business for 20 years, and it's not like I'm saying something different for 20 years.
I will say more: here the Pareto 80-20 rule also applies, i.e. 20% of this knowledge is applicable to 80% of my clients. I repeat this way – whether during consultations or anything else – that the value you get from the consultation is that from all this resource I choose this block for you, this block and this and nothing I say in the consultation is some kind of hyper-revealing the strategy I came up with at this point in time just took something from that twenty years of knowledge. Therefore, for example, I strongly believe that online courses should be a practical application of this knowledge , so I am at the moment …
You see, you are asking a good question, because I am in the process of such a process. I am doing an online course right now on how to write text for a website. So it is knowledge from copywriting, branding, etc., etc., but drawn properly. If you have a specific task to do , I will take you from point A to point B in this course. Point A is actually this void, where exactly how do you have it in your head, right? It is this white that symbolizes this void in the head. And you don't know what to do and bring you to point B – you have a website. Could these things not be found in the book? You can easily find, as if I can quote you from 5 books, but people get this particular piece of knowledge.
Here is a small digression, an anecdote. Once in my life I received an e-mail message, where someone said: Paweł, I have advice for you. I've watched everything you post on YouTube, and you repeat yourself in a few places . I say: this is a dedication, this is a sacrifice. I mean, it is not a question of what I publish on YouTube, but, you know, e.g. speeches from conferences, recordings from other people … Yes, someone sat down, wrote "Tkaczyk" on Youtube and spent several dozen hours watching it . Sure it repeats itself. – Before we say goodbye to Paweł and before I tell you what gift I have for you regarding today's topic, 3 things that I will definitely remember from this episode. The first thing is, if you have a problem with finding a topic that would interest your target group, take a look at the micro-moments and you will surely find inspiration.
If you have a problem with creating content, you do not know where to start, you cannot get down to it somehow, look for a partner who will ask you questions – then this content will flow naturally from you. And the third thing, if you are wondering what knowledge to give away for free, and what to keep only to share it in paid products, remember that you can go ahead and share all the knowledge you have and make money by choosing of all this wealth of knowledge, only fragments that are appropriate for a given target group, or you structure these individual elements in such a way that this knowledge is as easy to implement as possible. We already know what to do. The question now is what to avoid. – What do you think are the biggest mistakes people make when trying to do content marketing? – They practice German porn. This is, it is actually … It had to come to this, didn't it? Absolutely. For those of you who don't know what German porn is, we have to go back. What's the most common word in German porn? Me, me, me! Exactly.
Marek with intonation gave … Connoisseur! So yes … And now just practicing content marketing in which "me, me, me, me" is your main message. People remember that content marketing is not the same as classic advertising that you could have shoved down people's throats and they couldn't really protest. In content marketing, people come to you of their own free will to feed on your content. If they find nothing interesting in it, they will go away. And the most important message for your consumer …
I always say: the consumer listens to one radio station – what will I get out of it? And now if your content is packed with content like: me, me, me, we did such an event, and now our director came in this tie today, and here is fruit wednesday in our company etc. etc., no? If you don't do employer branding yet … Well, unfortunately it's weak and it's very hard to leave it. I mean, people brought up on traditional marketing, I especially think about such CEOs of companies, i.e. those people above, who then go to social media and say: come on, man, advertising, no? But a newspaper that consists of … I always say: treat your social media like a newspaper. A newspaper that consists of nothing but advertisements is unattractive. So plan your content so that 10-20% of it is your ads, such rude ads: hey, I got it, buy it! But the rest of it was, you know, something that the consumer would actually get something out of: he would laugh, he would learn something .
Thus, that is advertising, science, entertainment – these things , not advertising, advertising, advertising. I missed these conversations with you! Thank you very much. See, see? You just have to come over here more often. – I 'll try, thanks a lot. – Always at your service. – Content marketing is a very broad topic and it cannot be exhausted in one conversation or even in several conversations, but if you want to explore this topic further, I have a gift for you: pdf with 9 tools to help you search keywords, find interesting topics and creating eye-catching headlines. This pdf can be found in the notes malawielkafirma.pl/323 – just like the 323 episode of the podcast. Finally, I strongly encourage you to subscribe to Little Big Company in the podcasting application on your phone. Damian from Koszalin did not subscribe and the ATM drew his card. Case? I do not think so. If you don't want to repeat Damian's fate, subscribe now. Regards, for now, see you soon..
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