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How to Move Your Audience From Infatuation to Love

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If you want to build a meaningful long-term relationship with your audience, you have to show up reliably over time. In this third part of our four-part series, we explain the simple, profound impact of showing up when you say you will, over and over again.
The Lede is brought to you by the Rainmaker Platform, the complete website solution for content marketers and online entrepreneurs. Find out more and take a free 14-day test drive at rainmaker.fm/platform.
Two episodes ago, we discussed the importance of authenticity. Last episode we discussed why usefulness is an essential element of every piece of content you publish.
In this episode, we build on those two episodes and explain what happens when you show up consistently ready to connect in an authentic way with your audience through the useful you have to share.
In this 30-minute episode you‰Ûªll discover:

  • Why some people are critical of Jerod‰Ûªs idea of ‰ÛÏshow up reliably over time‰Û
  • The similarities between building a relationship with a significant other and building a relationship with your audience
  • The positive impact that consistently showing up can have on the quality of your content
  • What Demian has learned about the importance of showing up through the varied experiences of a daily, short-form podcast and writing regular, long-form content
  • Why the next iteration of The Lede may be a show about relationship advice ‰Û_ (or Demian‰Ûªs wife and Jerod‰Ûªs fiancee taking over as hosts)

Enjoy:
Listen to The Lede below …
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3 Things Your Audience Wants You to Know about Useful Content

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Publishing useful content is the backbone of any content marketing strategy. But what does it mean to be useful?
The Lede is brought to you by the Rainmaker Platform, the complete website solution for content marketers and online entrepreneurs. Find out more and take a free 14-day test drive at rainmaker.fm/platform.
Useful content boils down to three things: education, entertainment, and inspiration. And if you can combine all three ‰Û_ you have a winner.
Sometimes, though, you don‰Ûªt need to entertain. You just need to educate. That‰Ûªs the case with, say, an irrigation company.
But other times you need to educate and entertain. That‰Ûªs exactly what Jon Rimmerman does to move cases and cases of very expensive wine.
These are both winners when it comes to useful content. In essence, useful content respects the audience‰Ûªs needs and tastes.
In this 20-minute episode you‰Ûªll discover:

  • How Marcus Sheridan rescued his pool company from bankruptcy by publishing useful content
  • Why you should never worry you‰Ûªll lose business if you give away educational content
  • The eBay project that proved stories sell worthless items at a high price
  • The strong bond between useful content and search engines (you can‰Ûªt ignore this)
  • What Google‰Ûªs In-Depth article search feature teaches us about useful content
  • Jerod‰Ûªs hoarding problem

Listen to The Lede below …
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The Show Notes

Having Better Marketing Ideas with @kelvinnewman ‰ÛÒ INTERNET MARKETING PODCAST #310

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In this podcast Kelvin Newman, who recently did a talk at the Search Boot-camp event in London, talks us through some useful exercise, approaches and ways of thinking when coming up with ideas. As Kelvin notes, the creative process is most often not acknowledged and he strongly believes that ‰ÛÏif you want to have successful marketing, then you need to have good ideas.‰Û Though he clearly states that ideas don‰Ûªt just happen, you need to think how you would go about it.2 As you listen to this podcast, Kelvin passionately aims to save you from bad brainstorming idea meetings and to reassure you that these meetings can be fun and interactive with the techniques that he has suggest.åÊ He also provides slideshow and guides to help constructing new fresh and fun ways of providing ideas.
Kelvin also defines the brainstorming process through 3 stages:

  • Stage 1 ‰ÛÒ Divergent stage ‰ÛÒ Set the stage for developing ideas ‰ÛÒ opening ideas up.
  • Stage 2 ‰ÛÒ Exploring stage ‰ÛÒ Experiment with themes and exploring the suggested ideas.
  • Stage 3 ‰ÛÒ Convergent closing stage ‰ÛÒ making decisions and narrowing the field so you know what to do next.

Cover all these stages in order to get success with ideas.
Kelvin suggests that the ‰Û÷Gamestorming: A Playbook for innovators, Rule breakers and Changemakers‰Ûª is an ideal book, if you want to get your teeth into and want to learn new techniques in order to inspire new ideas.
A few techniques that Kelvin discusses are:

  • Low Tech Social Network ‰ÛÒ Getting everyone in the room involved and getting people to write their names on post it note and putting it on to a white board. By doing this, it‰Ûªll demonstrate how people are connected and understand the sharing lines.
  • The 7 P‰Ûªs:
    • Purpose ‰ÛÒ
    • People
    • Process
    • Product
    • Preparation
    • Practical concerns
    • Pitfalls
  • 5 Whys ‰ÛÒ Addressing the issues and getting below the surface of the problem by asking 5 why questions
  • The Elevator Pitch ‰ÛÒ Time proven exercise in the product development. (Slide notes below.)
  • Heuristic Ideation Technique ‰ÛÒ 3 rules for developing ideas: 1) Remixing 2) key attributes 3)Matrix
  • 635 Brain Writing technique ‰ÛÒ ideal for content marketing when generating ideas and getting everyone involve.
  • Post up ‰ÛÒ Categorising and putting themes into ideas.
  • The Nuff test ‰ÛÒ Evaluating the idea:
    • How new is it
    • How useful is the idea
    • How visible is the idea

Links
amazon.co.uk/Gamestorming-Playbook-Innovators-Rulebreakers-Changemaker/