#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.


Conferences where I will be attending and/or speaking:

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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.


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Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.