Part 7 of a series on Robert Bly's book, The Content Marketing Handbook

https://www.youtube.com/watch?v=_T5jWXXxiuY

Transcription

Number Seven function of content marketing.

Hi, I'm Brian Pombo. Welcome back to Brian J. Pombo Live.

We're reading a little section out of the Content Marketing Handbook by Bob Bly. And this is number seven is a really good one.

This is because it's the first one people think of. And I just really liked the way that he puts this particular section. So number seven is drive sales.

That's really what it's all about, most of us would not be doing content marketing, if there wasn't a sale at some point. But that he, he breaks this down a little bit. I like how he says it.

I'm gonna read this to you real quick. He says content can be strategically disseminated at various steps in the buying cycle, helping to accelerate each step and ultimately increasing sales.

I want to stop for a second and say, he says at each step, so we're not just talking at the very beginning, we're not just talking partway through, we're not just talking right?

Before they make this up, we're talking to all of it.

And not only that he doesn't go into it right here but content marketing never ends.

So if someone's already bought from you, it will help them to buy from you again.

Or help them to be to continue purchasing and continue being part of a subscription or a membership. Because it seems, hence the trust factor, which is necessary if you're going to have repeat business, if you're going to have that relationship versus just a transaction, then you've got to have some form of content marketing that's taking place throughout.

It has to keep going, it has to be part of the process and obviously, there's different people to do it in different ways.

We'll get more into that later but let me continue reading.

He says the sales funnel takes most buyers through four stages, getting their attention, gaining their interest, creating desire for the product, and asking for the order.

What's that's the famous, the famous Ada, AI, da. acronym, which gets used a lot. You know, it's from Glengarry Glen Ross, and all these other things, it's famous throughout time, especially within the world of sales, you know, the attention, interest, desire, action are asking.

That's what he's talking about there.

So it helps propel person through that process. Each stage can use both selling copy, and education content.

Really, it's selling education is just as you could just as easily say it.

When you're talking content marketing, or education, selling is what really is education, selling is content marketing, this is a great way of discussing it.

A great way of looking at this thing that shouldn't be simple. This idea of driving sales, we think of it in very, very straightforward, transactional, I have something you want, give me money for it, and it's done. But people don't really work like that.

There's all these back and forth, there's, I don't know, maybe I will, maybe I won't.

Much of that comes back to a trust factor, a proof factor, you're gonna need a lot less proof if there's trust involved, especially if it's a personal situation, or a trust in brand, or brand identity.

And so it's just there's a whole lot that content marketing helps move the ball psycho...