How to Handle Demographic and Psychographic Segmentation (without Looking Like an Idiot)

A common newbie marketing mistake is trying to talk to everyone. There are all kinds of buzzwords around speaking to a specific audience — segmentation, demographics, psychographics, generational marketing. Today Sonia talks about a few pitfalls and best practices.
Last week the New York Times ran a funny little piece about the Baby Boomers being The Next Hot Market to sell to. It sparked some thoughts on how (and why) we divide our markets into segments, the perils of trying to speak to everyone with the same message, and some of the dangerous curves on the road to segmentation.

In this 20-minute episode, Sonia Simone talks about:

Using broad terms like “Boomer” and “Millennial” when those groups are incredibly diverse
A few examples of dumb things marketers say about the millennials
Demographics vs. psychographics
The fascinating world of recommendation algorithms
How to gather psychographic information when you don’t have a massive budget
The dangerous can of worms segmentation can open, and how to handle it

Listen to this Episode Now
The post How to Handle Demographic and Psychographic Segmentation (without Looking Like an Idiot) appeared first on Copyblogger.

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Text vs Video-Based Content: Which Should You Be More Focused On?

    As more and more companies are becoming familiar with and engaged in content marketing, many are now at the point where they are debating as to how much content they should be producing– be it text, video, visual, etc. Over the past 10 years, textual-based content has ruled the day. But recently, with…
The post Text vs Video-Based Content: Which Should You Be More Focused On? appeared first on The Sales Lion by Marcus Sheridan.


Are You Fascinating Enough to Be a Content Marketer?

If you work closely with someone with bright pink hair, you might begin to question whether you are interesting enough to contribute your thoughts to the topic at hand.
Followings on the internet are built on memorability, right?
I mean, if you don’t give high-energy talks like Gary Vaynerchuk, dress on-brand like Mari Smith, or sport a high-voltage cranium like Michael Port, how will people know you exist?
Not that I’ve ever had any of those thoughts.
Is having an indelible personal brand a requirement for content marketing success? If you don’t have that, should you throw in the towel before you start?
Building a platform around your personality
There’s a conversation I’ve had multiple times with some of the most well-known people online. People who — if you met them — might make you a little nervous. You might feel like you were in the presence of a celebrity!
Here’s how the conversation goes:
“I know I’m well-known within this group. But my family still doesn’t understand what I do. I talk to my neighbors and they say, ‘So, you make money on the internet? How does that work?’ And if all my ‘fans’ could see me in my day-to-day life they wouldn’t get so nervous talking to me.”
The internet gives us a place to build our own mini “kingdoms” of celebrity that we reign over. This process was much more difficult to do just 10-15 years ago. But now, we can gather our tribes, build our audiences, and

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[Join Today] The Price of Authority Is about to Go Up

A quick message today.
I’ve got two compelling reasons why today is the perfect day to join our Authority advanced content marketing training program (before the price goes up tonight).
Reason #1: Brand-new courses are coming this fall
Did you get a minute to take a look at the Copyblogger Authority Plan yet?
You can click the image to the right to download and read it — no opt-in required.
The Copyblogger Authority Plan spells out the new courses we’re creating for members. And they’re going to be super useful and helpful.
These will be self-study, learn-as-you-have-time courses.

You control what you want to focus on mastering
You decide how quickly you want to move through the courses
You choose how you move from one topic to another

The courses will be available this fall, and will be free to current Authority members, so now’s the time to sign up.
They are in addition to the regular benefits of Authority — the library with more than 300 hours of archived information (more on that below), the networking and problem-solving in the member forum, the weekly live sessions, and more.
Reason #2: The price of Authority is about to go up significantly
That price raise I mentioned above? Here’s an explanation:
We’ve been hemming and hawing on raising the price of Authority for years now.
But when we realized that we now have more than 300 hours of video and audio content — not to mention transcripts, worksheets, handouts, and ebooks — we knew we needed to adjust the price

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Why Open-Source-Based Communities Are So Powerful

On this week’s episode, we’re joined by Carrie Dils. Carrie has been around the Genesis community for a number of years. She’s a WordPress developer, consultant, speaker, and teacher.
She loves sharing what she’s learned with others to help them be more successful in their businesses. She hosts a weekly WordPress podcast at and is a course instructor for

In this 29-minute episode Brian Gardner, Lauren Mancke, and Carrie Dils discuss:

What open-source means
How open-source projects can be attractive to developers
The pros and cons of open-source
Using helpfulness to build authority
The benefits of an open-source ecosystem
The expansion of the Office Hours podcast

Listen to this Episode Now
The post Why Open-Source-Based Communities Are So Powerful appeared first on Copyblogger.

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The Most Powerful Way to Persuade

He’d been on the job just two short weeks.
Two weeks at the most prestigious publication in his industry, and he was already on the brink of bringing The Entire Machine to a halt. With a thud, not a screech.
With a Wednesday article deadline looming, on Monday morning he had nothing but the few beads of sweat forming on his brow. Those were something at least, so he didn’t wipe them away.
He procrastinated. He hopped from link to link, half-reading in between his worries … a mere 29 minutes from the conference call where he’d be asked by the top brass about the obviously gaping hole in this week’s schedule. Wednesday. Damn Wednesday.
His number was up. He was about to be found out. Then a headline caught his eye. And he knew it was the inspiration he’d been looking for …
The most indispensable lesson he’d ever learned about persuasion would save the day.
Stories persuade
Stories about dying, mothers, and fighting for your ideas.
Stories about snowboarding, subdural hematomas, and the secret of life.
Hell, even made-up stories about CEOs on ether trips shooting social media darlings with elephant tranquilizers.
They persuade in different ways and for different goals. But they persuade. And the storytelling doesn’t even have to be so blatant.
To grab your audience’s attention, you don’t need to use the third person and narrate neurotic work worries you once had. (Though you can, like I did above.) You don’t need to reveal your deepest, darkest secrets.
No, you just

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How to Create Courses to Monetize Your Brand, with David Siteman Garland

In this episode of Youpreneur FM, Chris Ducker sits down with mediapreneur David Siteman Garland to talk about online course creation.
With the rise of content marketing in the last few years, the amount of information you can find online has been growing exponentially. You no longer have to pay for most information — it’s available for free, and it’s only a few clicks away.
So, does this mean that selling info-products is dead? Not at all. The key is finding very specific problems that your audience has and offering specific solutions. The concept of selling access instead of just information is an important element too.

Today, I talk with David Siteman Garland about building awesome online courses — and becoming very profitable at it. Get ready to take notes, because this episode is jam-packed with specific, actionable advice.
David delivered some great insights into how he made his online course such a huge success. In fact, this episode is a perfect illustration of what he is talking about: provide amazingly valuable information and people will want more!
In this 57-minute episode, David and I discuss:

The earning potential of having your own online course to offer
How to create a survey to understand your audience’s needs
Testing your content before developing a course
The biggest myths of course creation and marketing
Why you shouldn’t be using YouTube to host your course content
How to market your course, the non-sleazy way

Subscribe in iTunes to Listen
To leave a rating or comment, visit iTunes.
The post How to

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Connection Steps that Lead to Customers

Once upon a time, there used to be a division in how people saw the web.
(Way back in 2009, I wrote a blog post about this, calling the two points of view “the cool kids” and “the internet marketers.”)
That division drew a line between online communication that intended to connect and online communication that intended to persuade.
And that distinction was, of course, completely bogus.
As it happens, Brian Clark, Copyblogger’s founder, was an early heretic trying to show people that there was no difference between connection and persuasion.
Connection and persuasion belong together — because they work better together, and because it’s a natural, normal way to communicate and do business.
But as we all know, people don’t just land on your website, feel an instant sense of connection, then rush to your shopping cart and buy something. Although that would be very cool.
As a content marketer, it’s your job to build relevant paths for people to walk through your site, get a sense of what you do, and — if it’s a good fit — go on to become happy, loyal customers.
Connection matters
Good salespeople have always known that connection matters in commercial relationships.
There’s the creepy kind of salesperson who tries to connect but just comes across as clumsy and predatory. And the great kind of salesperson who actually gives a damn about prospects and long-term relationships.
Here’s the great big secret of selling online:
Internet-savvy prospects don’t have to put up with aggravating sales pitches.
Annoyed online users will

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Be Humble Enough to Ask

My guest today is the CEO and founder of Songfreedom, a music licensing platform where photographers and cinematographers can find the perfect song for their story with the click of a button.
My guest is not afraid to leap down paths others fear to tread. From young manager to music licensing entrepreneur, my guest used a natural inclination for persuasion and sales to become a leading force in the democratization and expansion of music licensing.
He is also the co-founder of UManagement, a unique and dynamic management company for artists.
Now, let’s hack …
Matt Thompson.
Subscribe in iTunes to Listen
To leave a rating or comment, visit iTunes.
The post Be Humble Enough to Ask appeared first on Copyblogger.

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