Part 3 of a series on Robert Bly's book, The Content Marketing Handbook

https://www.youtube.com/watch?v=bpNzA5SzBEA

Transcription

Number Three function of content marketing.

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

Today we are in the third part of a mini-series that we're doing. This was an excerpt from a Robert W. Blys book, The Content Marketing Handbook.

He had written, The Copywriters Handbook, which is a best-seller. Very, very popular, but one that people always make reference to. And what we're talking about is the nine functions of content marketing, as put together by Bob Bly.

And we're on number three. These are the functions of content marketing, these are the things that it does for you, and how it functions, how it works behind the scenes, why it works, in a sense.

Let's go through number three, I think he put this so well together in here I am, I'm just going to read this paragraph to you real quick.

Number three, is called generate more inquiries, generate more inquiries.

This is the third function of content marketing. He says a lead generating promotion with the free content offer can produce more than double the responses, the same campaign without the free offer.

Okay, good content marketing, is that effective by publishing new and relevant content on your digital channels. Doing so often you can increase the likelihood of new customers finding out about your business, IT services and the value you bring them.

Plus prospects are more likely to return to your website, when they know you frequently add fresh content. Okay, generating more inquiries.

So what's that mean?

What's that mean is that the whole process of having a business of offering something, you're either offering products, services, or somewhere something in between or both, and you are offering it on a regular basis, you're looking for more people that are going to fit your ideal customer or client patient, what have you, no matter what, that's what you're looking for, okay.

If you have an offer, if you have a way for them to get, especially free content is what he's referring to.

Just initially, if you have the ability for them to inquire, to be able to find out more for you, for them to be able to raise their hands as a lead to you and business terms.

We say you lead, meaning somebody that could lead them to becoming a customer or client, what have you.

If they can raise their hand, if you can get their information in exchange for content for information for them for information, entertainment, what have you for them, you've got another inquiry.

The more inquiries you have, the more likely you can have more customers.

And the more people that are out there educating themselves about you, the less people who are out there educating themselves about your competition, or any other option that they might possibly have, including ignoring whatever problem they're looking to overcome, right.

So that's what it's all about.

That's a huge piece of content marketing and he puts it in just a different way, this whole book is very much it, he has a very unique way of writing.

He finds a way to put things in just different ways, a lot of times he's repeating himself throughout this book, because content marketing is a very simple concept. But he keeps saying it in different ways.