October 4


If Content Is King, Distribution Is Queen

By Raza Imam

October 4, 2017

Kanye West.

Jimmy Hendrix.


Stanley Kubrick.

EL James.

Pablo Picasso.

Billy Blanks.

Oprah Winfrey.

Captain Kangaroo.



Mr. Rogers.

I’ve listed some of the most popular, singers, artists, writers, musicians, and producers in the world.

They couldn’t be more different than each other and yet they all have one thing common.

They’re ALL content creators.

They’ve influenced millions of people around the world over decades (and even centuries) with their iconic and wildly popular content.

Whether it’s music, or books, or plays, or movies, their content is the cornerstone of their success.

But it’s not just any content.

It’s the edgy content of Ludwig von Beethoven that shook the world of music at his time.

It’s the irreverent, shocking, offensive content of Eminem that made him one of the most renowned rappers of all time.

It’s Quentin Tarantino’s raw, gripping, emotionally stunning movies that made him one of the most popular film directors in the world.

Yes, content is powerful… but it has to be edgy, unique, powerful, and passionate.

Rush Limbaugh knows this secret which is why he’s so popular.

Richard Simmons knows this secret which is why his videos were so popular in the 80’s.

Joe Rogan knows this secret which is why he discusses controversial subjects on his podcast.

It’s no different for internet entrepreneurs.

Every piece of content you write has to make an impact.

Each blog post.

Each podcast episode.

Each video.

It sounds hard, but it’s worth it.

Multi-million dollar empires are built on content so this is your chance to make sure you get your piece of the pie.

Because if you harness the power of content, you’ll generate more qualified leads, close more sales, and build better relationships with partners and customers.

All by showcasing how you can solve their problems.

So don’t underestimate the power of content and don’t be intimidated by it either.

Because in this article, we’ll show you 5 tips to easily create content that makes you money…

1). If Content is King, Distribution Is Queen

I remember my first ebook.

I honestly thought it was going to make me rich.

I spent months writing it.

I spent a thousand dollars on the sales page and video sales letter.

I had a blog with decent traffic that I thought would buy the book.

I had an email list of a few thousand people.

When I finally launched it, it was $39.

I made about $1000.

Not bad for a first go but it made very few sales after that.

I was pretty bummed out.

Then years later, someone told me to promote it on Amazon.

So I lowered the price to 99 cents (yes, just 99 cents) and marketed it on Amazon.

It became an INSTANT bestseller.

I eventually raised the price to 2.99, then 3.99, then 4.99 and it started making $1500-$2000 per month—all on autopilot.

That’s the power of distributing your content.

Building an audience can be tough if you’re just starting out.

Even if you create AMAZING content, there’s no guarantee it’ll get any views.

There are so many types of content you can create.

Blogs. YouTube videos. Podcasts. TV shows. Talk radio. Movies. Books. Music. Images.

Creating all of that content seems like a daunting task.

Not only do you have to spend hours writing your content, you have to write a dozen headlines, format it, and include captivating images.

Then when you release it, it’s met by the sound of crickets and tumbleweed.

It feels like a punch in the gut.

But like any best-selling author will tell you, writing is only 20% of the equation.

The positioning, promotion, and marketing is the other 80%.

So if you want to make your content stand out you not only have to create something interesting and unique, you have to HUSTLE and promote it.

Because that’s where the REAL magic happens.

Luckily, it’s not as hard as you think even if you’re just starting out.

The secret is to go where your target market already is.

The late great copywriter Gary Halbert is famous for saying that the #1 advantage any marketer has is a hungry crowd.

So the key to distributing your message is finding a crowd that’s hungry for what you’re offering.

Your best bet is to find discussion boards, Facebook groups, Reddit communities, etc. where you market already is.

You literally have access to millions of people on these sites.

Spend time there.

Pay attention to the questions people ask.

Read the conversations they’re having.

And then create something (an article, video, podcast episode, etc.) engaging, entertaining, and educational that solves their problems.

Then simply share it with them.

You have an eager, captive audience looking specifically to be entertained or learn something new.

If you solve their problems, they will EAGERLY listen to what you have to say.

The key is to focus on THEM.

THEIR problems.

THEIR hopes.

So give them what they want.

Because like Zig Ziglar said, “”You can have everything in life you want if you will just help other people get what they want.

This is something that I’ve personally done to share my content and build my email list.

In April of 2017, I read about the site Quora.com and how marketers were using it to find clients and build their email lists by answering questions.

Since I focus on personal development and marketing, I decided to start answering every question I could in these niches.

In 5 months, I was able to amass over 1,000,000 views by aggressively answering questions in my niche (online marketing and personal development).

I made sure my answers were really helpful and included a link to my site with a strong call to action.

As a result, I’ve also gained thousands of new email subscribers.

Had I written this content on my own site, I wouldn’t have even gotten a fraction of that.

So if you have a killer case study, DIY video, “how to” article, or tutorial, rather than posting it on your own blog, post them on a site that already attracts hundreds of millions of monthly viewers.

You’ll be glad you did.

2). Mention OTHER People in Your Content (so they distribute it for you)

Want to know a secret to connecting with influencers and experts in your industry?

Want to get THEM to talk about YOU to their audience?

Mention them in your content.

One of my most popular blog posts (it got over 50,000 views) was a roundup of the coolest bloggers in the fitness industry.

It took me a while to write the post, but once I did, I simply emailed all of the websites that I wrote about and told them how cool I think they are. Then I asked if they could share it.

And they did! We call it influencer marketing.

People love talking about themselves… they love it, even more, when OTHERS talk about them.

So create content that says good things about people you admire and want to do business with and watch how they share it with their audience.

Let’s say you sell fidget spinners online and want to come up with an article that gets lots of views, email subscribers, and eventual sales.

You COULD talk about why you’re the best website to buy fidget spinners from.

You COULD talk about how you have the best return policy in the industry.

You COULD go on and on about yourself.

But if you want to get REAL engagement and MASSIVE traffic, you SHOULD talk about others.

For example, you could write the following articles:

The 15 Most Expensive Fidget Spinners in the World

15 Coolest Fidget Spinner Trick Videos on YouTube

The Best Fidget Spinners for Beginners

You’re talking about OTHER people…

This strategy works like gangbusters for three reasons:

1). More often than not, these people are influencers with a MASSIVE following.

2). They’re likely to share the article with their audience—leading to TONS of exposure to your business.

3). This is amazing for building relationships with industry influencers.

These relationships make it so much easier to ask them for guest post opportunities, podcast interviews, and email promos down the line.

You’ve started the relationship by adding value – and they won’t forget that.

I’ve personally used this strategy to drive tens of thousands of views to my content, create relationships, and of course, make sales.

3). Speak To a Specific Audience

Yesterday I was driving back from O’Hare Airport in Chicago and saw a billboard for a software company on the way to downtown that said:

“VPs of sales love us…”

It was a genius move!

Even though I’m not a VP of Sales, it caught my attention because it was specific.

It was also placed on the way from the airport to downtown Chicago where hundreds of thousands of people visit per year visit for conferences.

The company was speaking to a specific audience and placed their ad exactly where they knew their audience would be.

Every day we’re inundated with hundreds (if not thousands) of unsolicited marketing messages.

We get unsolicited emails every morning.

We drive by dozens of billboards on our way to work.

Newspaper circulars and coupon books mysteriously find their way to our door every week.

The list goes on and on…

Yet most of them get disregarded as trash by our brain.

We’re blind to these messages.

Hence the term, “banner blindness.”

We’re immune to advertisements that are broad, generic and have nothing to do with us.

But those ads that are specific to us and our needs RESONATE.

Like the software company that targeted VPs of Sales.

They speak directly to us.

They discuss a problem we’re facing.

They enter the conversation going in on our head.

Here’s how you can use that in your industry:

For example, let’s imagine you’re a videographer who’s looking for more clients.

Read the two sentences below and choose which one’s more powerful.

I help companies grow their business using video marketing.

I help B2B entrepreneurs create marketing videos that feature customer case studies, so they generate QUALIFIED leads – in 30 days or less.

Which one sounds better to you?

Obviously, the second one because it speaks to a specific audience.

It addresses a specific problem.

It makes a specific promise.

And your content has to do the same.

You can only do that if you understand your audience.

And the easiest way to do that is to choose a specific audience and survey them.

Ask them what they want, what they’re struggling with, and what would make their life easier.

Then create content specifically for them that shows them how to do that—in their exact words.

4). Story Is Key

If you’ve read this far, you’ve already read some of my stories.

The story of my ebook that went from making no money to instantly becoming a bestseller.

The story of my blog post that went viral.

The story of the “VPs of Sales” billboard.

However, I have to say that headlines of “How to” type of content does NOT motivate anyone.

Stories are what motivate people.

Consider the following titles:

How to Change Your Oil

How I Learned to Change My Own Oil After Nearly Killing Myself, Ruining My Engine, and Making a Huge Mess

Your entire piece should share a story—from the headline all the way to the call-to-action at the end.

Stories motivate people to buy.

Sharing your struggles and how you overcame them gives them hope that they can overcome them too.

Sharing your breakthroughs suddenly makes something distant seem a lot more attainable.

THIS is what people want.

Raw, gritty, emotional content that addresses the emotions they’re feeling and the thoughts they’re thinking.

Content that makes people want to pull out their credit cards and buy because they feel UNDERSTOOD.

One of my favorite phrases is “facts tell, stories sell.”

This is why testimonials and “before and afters” are so powerful.

Be sure to use stories in every piece of content you create.

5). Study What’s Working Then Re(de)fine It

“There’s nothing wrong with being a copycat, as long as you copy the right cat.”

When I was in high school (20 years ago), my stepdad gave me a set of Tony Robbins audio cassettes.

He said something that stuck with me to this day—the best way to perform better is to mimic people that are already doing what you want to do.

So if you want your content marketing efforts to GROW your business, you have to mimic what works.

These days it’s long-form content.

That means articles that are at least 1500 words, with captivating headlines, images, and descriptive section headings.

If you’re a podcaster, that means in-depth, hour-long podcasts that thoroughly cover a subject—often by way of an interview with an expert.

Surprisingly, if you’re a YouTuber, that means shorter YouTube videos (less than 4 minutes) that show you exactly how to do something.

As I mentioned above, that also means writing about OTHER people.

It means being specific and talking to a specific customer—niching down and positioning yourself as an expert in solving their problems.

It means surveying your audience, understanding them, and speaking to them in their own language.

It means telling stories so that your content comes alive and inspires them to take action.

This is all attainable if you have the right strategy.

If you use the tips in this article you’ll be well on your way to creating content marketing campaigns that create more leads and more sales.



Raza Imam

About the author

Raza Imam is a business coach and growth consultant that helps B2B entrepreneurs execute marketing strategies that generate QUALIFIED leads - in 30 days or less. Visit his website to discover how…

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