#072: How To Create Content That Sells [Podcast]

It's all the rage: “content marketing”. But if you think just giving away lots of great content for free is going to make you money, you haven't thought the matter through. Chances are you're making one of the three big content marketing mistakes.

 St. Aloysius Church in Spokane, taken with my iPhone.

St. John's Cathedral in Spokane, WA, taken with my iPhone.

In this episode, I'll explain how to create content that actually makes sales.


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Tip Of The Week

I've been enjoying the challenge of trying to take great photographs using just my iPhone. Turns out this is a very popular hobby. Two great resources, if you're interested in giving it a try, are iPhone Photography and the ProCamera App. I also like 100 Cameras In 1.

Spiritual Foundations

“So then faith comes by hearing, and hearing by the word of God.”
Romans 10:17

What we put into our brains makes a difference in our life, and that includes our spirit life. I'm not big on rules, so I'm not going to tell you there are things you should or should not listen to or watch. But I will suggest you might want to be careful what you put inside yourself.

Anything that you are going to listen to, or watch, needs to pass through a filter. Here's a good one: is this helpful? Is it healing? Is it hopeful? Is it loving?

If the answer to the above questions is “no”, you might want to reconsider whose word you listening to, and what the consequences might be.

Feature Segment: How To Create Content That Sells

Content really does sell, but if you give away the store, you go broke fast. The key is you must create content that encourages a buying decision.

The three big “content marketing” mistakes:

  1. Creating mediocre content.
  2. Creating content that completely satisfies your customer's needs.
  3. Creating content without being intentional.

Keys to creating content that sells.

  1. Your best material is your best marketing.
  2. Create content that is “useful, but incomplete” (thanks Jimmy D Brown).
  3. Be strategic about the content you create.
  4. Create products that get results, while laying the foundation for new purchases.

Question:  What content  marketing strategies have brought you the best results? Click here to leave your comments.


Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Beaumont Miles

    Will check out this podcast right now… but that cathedral looks just like St. Mary’s Cathedral in Sydney taken from Hyde Park – maybe it was the same architect! : )

    • Thank you Beaumont, always appreciate your feedback.

  • Ivonne Teoh

    Hi Ray,
    Thanks for this topic, like your idea of good content but leaving something incomplete, so that people have a reason to come back to you. With the podcast, is it possible to be able to fast forward (or reverse to replay)? I can see the transcript of the podcast on this webpage, but don’t have time tonight to listen to 24mins, would rather try & find the content part.
    PS. I also take photos with my Samsung Note, pics are very clear. Do show us your pics!

    • Thank you Ivonne. Maybe I’ll start a photo feature.

  • Kevin Craig

    Good message in your “Spiritual Foundations” segment. But I’m curious why you picked Romans 10:17 for your text rather than Philippians 4:8

    Finally, brethren, whatsoever things are true, whatsoever things are honest, whatsoever things are just, whatsoever things are pure, whatsoever things are lovely, whatsoever things are of good report; if there be any virtue, and if there be any praise, think on these things.

    • That is also a great Scripture that makes the point. Thanks for sharing.

  • Wesley Wiley

    Love love love your podcast Ray! I have your intro music stuck in my head half the time….”let’s change the world and watch your business grow…” 🙂 My only request is to do a conference in Orlando! 🙂

    • Thank you so much Wesley. A conference in Orlando sounds like fun to me!

  • Tim DeTellis

    Ray, I enjoyed your podcast during my drive time this morning. Thanks for the clarity on ..while laying the foundation for new purchases… that was huge. It’s like creating an endless rope of opportunity, stepping stones toward continued progress. I just finished an audio book titled Build Your Cause The 5 Phases to Do Good Better that I’m going to give away as my email list generator. I’m reminded by you to always have an irresistible offer! Right now, that’s my #1 goal – giveaway something that merits people to share their name and email address.