Insights from Un-ignorable's Expert Content Strategy

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Shift Focus from Mere Attention to Building Purposeful Audiences: Insights from Un-ignorable's Expert Content Strategy

Rather than merely seeking attention, focus on cultivating a purposeful audience.

This concept is a key takeaway from Un-ignorable.

We often encounter viral posts such as:

"Discover 20 AI Tools So Amazing They Seem Illegal" "Learn in 10 Slides What a $75,000 MBA Won't Teach You" (albeit in a broad sense) "Unlock the Secrets of TED Talks: A Free Education Unknown to 99%" Or even humorous memes about recent remarks from Elon Musk.

Do these posts gain popularity? Generally, they do.

However, success depends on your definition of "well." If your goal is simply to garner attention (through views, likes, comments, shares, or perhaps gaining followers), then these posts are effective.

But for objectives like generating leads and attracting customers, that Elon Musk meme probably won't persuade someone to invest $10k monthly in your consulting services or subscribe to your $500 monthly SaaS product.

Therefore, don't just create content for attention. Aim to create content that fosters a buying intention.

Here's how:

1. Build Trust: Avoid relying heavily on viral templates as they can gradually diminish trust and respect from your most engaged and discerning audience.

2. Showcase Your Expertise: If you're selling email marketing services, for instance, regularly display your in-depth knowledge and how your services have benefited others. Don't overly focus on free AI tools. Instead, highlight your expertise and your client's successes.

3. Value Leads Over Likes: Engagement such as likes and comments doesn't necessarily correlate with lead generation. Focus on direct messages and replies over superficial engagement metrics. Understand the specific problem your content is addressing and excel in offering solutions.

Implementing this approach is challenging, which is why we've developed a 4-week course named Un-ignorable. We've trained 1,253 students, including individuals like Zain Kahn, Amanda Natividad, Eric Partaker, and more.

If you're interested in learning how to create content that establishes you as an un-ignorable expert, we're currently offering a $300 discount and bonuses to 139 people for the next 37.5 hours.

This will be our last cohort for approximately 6 months.

THIS WEEK'S MARKETING BLAZERS :

LinkedIn Ad Prices Increase: Advertisers in the B2B sector are facing a significant price hike on LinkedIn, with ad costs rising by up to 30%. This is prompting businesses to optimize their ad content, leverage analytics, test different strategies, and diversify their marketing channels to manage the increased expenses.

WordPress Google Fonts Plugin Vulnerability: A widely-used Google Fonts plugin for WordPress, titled "OMGF | GDPR/DSGVO Compliant, Faster Google Fonts, Easy," was found to have a security vulnerability. This issue has been resolved in the latest version of the plugin (5.7.10).

TikTok's 2024 Marketing Calendar: TikTok released a new content planning guide for 2024, offering tools and advice for marketers. The guide is customized for major regions and includes tips on utilizing TikTok’s advertising tools effectively.

Reduced Verification Costs for SMBs: A popular social media platform announced a lower cost for its Basic Tier verification, now available at $200 per month or $2,000 per year, offering benefits like a gold checkmark and priority support.

Potential Google Algorithm Update: The SEO community has observed fluctuations in search rankings, suggesting a possible Google algorithm update. However, this remains speculative as Google has not confirmed any changes.

Reddit's 2024 IPO Plans: Reddit is planning an IPO in 2024 with an estimated valuation of $15 billion. The platform reported $800 million in ad revenue last year and has about 70 million daily active users.

Bing's Knowledge Panel Redesign: Bing is testing a new design for its knowledge panel, which closely resembles Google's knowledge panel layout.

Generative AI in Digital Marketing: 2023 was named the Year of Generative AI by Search Engine Land, highlighting the significant impact AI has had on digital marketing, including content generation and search engine features.

Spam Attack on Google Search: Google has been dealing with a coordinated spam attack targeting the Top 20 search engine results pages (SERP) spots for thousands of keywords.

Move Towards a Cookie-less World: Google announced it would start restricting access to third-party cookies in Chrome, marking a significant step towards enhanced user privacy and a shift in digital marketing strategies.

TikTok's New Creator Center: TikTok updated its analytics and business insight tools, introducing a new Creator Center to aid creators and brands in tracking key performance indicators.

Cheers to soaring marketing heights! 🚀🚀

Keep crushing it,

Mike