023: How to Create Content Marketing that Actually Works – with Chris Marr

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I have a confession to make… I thought I knew what the term “content marketing” actually meant, but then I totally got schooled on this episode.

But in the nicest way possible. In a way that really helped me better understand how and why our customers buy from us. You know, how to do the thing that actually works!

Because Lord knows, none of us want to inadvertently create more NOISE with our blogging, social media updates and how we show up in the world. It’s exhausting and it serves no one.


My guest, Chris Marr, is going to simplify what content marketing can do for us.

In this episode, you will learn:

  • The real definition of ‘content marketing’ and why so many businesses get it wrong
  • How to clarify your buyer’s journey through your sales process, and what to keep in mind all along the way
  • What is the “Zero Moment of Truth?”
  • Chris’ brainstorm process for generating ideas for content that’s simple to follow
  • What are the first five steps we can take action on today to boost business growth?

Think about the last big ticket purchase you made. What were the steps you went through before laying down your credit card and making the purchase? Did you research competitors? Did you look at testimonials? How long did you lurk around before making actual contact?

Your prospective customers and buyers are doing the exact same thing with you right now! Chris teaches how to build trust with them in simple, simple ways.

My challenge for you this week:

Why are people NOT buying from you – and what content could you produce to help overcome their questions and concerns, and thrive in business?

Share it with me, privately or publicly, by snapping a photo of you doing the thing and tag @thesimplifiers on Instagram for added accountability and support!

Links, books and apps mentioned:

Book: Crush It!: Why NOW Is the Time to Cash In on Your Passion – Gary Vaynerchuk

Book: Ego is the Enemy: The Fight to Master Our Greatest Opponent – Ryan Holiday

Blog post: The “Big 5” Blog Article Topics Guaranteed to Drive Traffic, Leads, & Sales – Marcus Sheridan

Event: World Class Communication event – November 2018, Edinburgh – Marcus Sheridan

Website: answerthepublic.com

App: Moment – an iOS app that automatically tracks how much you use your iPhone and iPad each day.

App: RescueTime – A personal analytics service that shows you how you spend your time and provides tools to help you be more productive.

Favorite quotes from this episode:

[03:43] “How does someone go from being a stranger through to a prospect, through to a customer, through to a loyal advocate of our business? Content is at every part of the journey.” – Chris

[04:35] “How do we use information to help us make buying decisions today? How do we seek and find that information? How do people find you when they’ve never heard of you before? These are all really important questions to ask yourself as business people. The answer is content marketing.” – Chris

[10:10] “Content marketing is really there to help a prospect to make an educated buying decision to feel confident about the decision that they’re making.” – Chris

[15:42] “Stop and pause and do a bit of market research and ask your audience – where are you struggling right now? Where do you need more resources, or advice, or podcast episodes or whatever it is in this area?” – Mary

[20:14] “That’s where the juice is, that’s where the good learning is, is [asking your prospect]… Why didn’t you buy?” – Mary

[27:54] “Your customers are looking at you and your online presence nowadays, and saying… Can I trust that she’s going to deliver the results? Can I trust that she is going to take my pain away?” – Mary

[34:56] “Content [marketing] is about getting customers. It’s about getting your prospects over the line. It’s about sales. So some people say it sounds a bit boring. It doesn’t sound all that exciting, but it’s not supposed to be. It’s supposed to be about getting your customers through your buying process, and getting them to buy from you. That’s what content marketing is truly all about.” – Chris

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About Chris:

Multi award-winning Entrepreneur, Chris Marr believes content marketing is the only way to set business leaders free from the world of mediocre interruption marketing.

Chris is the Founder and driving force behind CMA, the UK’s largest membership organisation of its kind.

He is raising the bar on talent curation, leadership, personal development, and community building. His pioneering work has changed the lives of hundreds of businesses, all through the power of Content Marketing.

Chris’s vote for the perfect guest on The Simplifiers Podcast:

Marcus Sheridan – International Keynote Speaker on Sales, Marketing, and Leadership.

Scott Stratten – Marketer, speaker, author, storyteller.

Where Chris hangs out online:

Website: thecontentmarketingacademy.co.uk

Twitter: @chrismarr101

Instagram: @chrismarr101

Facebook: @chrismarr101

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