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Calling You Out - Inbound Marketers

Eric Baum Calling You OutI am tired of mediocre inbound marketing content! There, I said it. I am tired of seeing the same old crap coming out of bloggers, agencies, companies, brands whatever. Everyone who has caught the inbound marketing or content marketing bug has been told: "you have to publish, you have to write two, four, six blog post a week, write an ebook, and create an infographic or whatever." They stress about it, struggle with it and ultimately write a decent but not AWESOME blog post that no one really wants to read. It creates no real value to the reader and only adds to the garbage that we have to wade through on the internet. Stop doing it, I implore you. Stop publishing crap just for the sake of checking off a box in your digital marketing strategy that says you have to. Stop saying nothing, and actually put yourself out on a limb and SAY SOMETHING VALUABLE. 

I am tired of being a part of it (which my agency is guilty of just like most of you). I have drawn a line in the sand and said "NEVER AGAIN!" Never again will Bluleadz put out a crappy, half-assed piece of content just for the sake of getting two blog posts out a week. I have seen the light, had an epiphany, whatever you want to call it. I have said NO MORE. From this day forward we only do AWESOME, period!

OK great, but how do I do that?

The first thing you need to do is actually commit to making a change, not just say it, but do it. Sit down with you staff (like I did recently) and draw that line in the sand. If you just say it in your own head but don't get other people on board then you have done no good. Tell them that in order to achieve what they want for the company, for their clients, for themselves, and for their families that they must do better, they must be better! You have to truly believe this in your heart and live it yourself, otherwise they will not follow you. This is the emotional side of how to create a change, now let's talk about how to actually do this.

Figure out what your prospect actually needs help with.

Yeah, I know this is a simple answer and it may seem like an amateur one. But really think about it for a minute. Are you creating things that will actually provide value to website visitors? Are you answering the hard questions they have or are you playing it safe? Does the blog post, email, ebook or video actually answer the real question they have? Is the answer so valuable that they want to share it with everyone they know and say "You have to read this it's awesome!"? If not, rewrite it, re-record it, make it better, make it awesome, provide value!


Where to start - "The Big 5" 

Some of you may be familiar with Marcus Sheridan from The Sales Lion  but for those of you who are not you should check him out. One thing he talks about all the time regarding creating great content is answering what he calls "The Big 5" questions. These are questions that everyone in every industry has and if you create content to answer these it will crank things up for your business. They are:

  • Cost/price questions.
  • Problems/issues questions.
  • Vs/comparison questions.
  • Review based questions.
  • Best of questions.

If you want to learn more about how to create content for each one of these here are a few of Marcus' articles on how to actually do it (how's that for providing value?).

Are you more of a video person?

Great, here are some really short videos from Gary Vaynerchuck that explains why need to provide value first and how to do it. Gary is one of my favorite people to watch on YouTube. He is from New Jersey and is very, very energetic so everyone may not like his style but he speaks the truth and can't stand mediocre either.

Do you want more resources?

Alright, here you go... courtesy of HubSpot. If you don't know what HubSpot is by now, crawl out from underneath the rock you have been sleeping under for the last 5 years and get a clue.


For all of you inbound marketers out there that have been doing an "okay" job, I am challenging you. Hell, I am challenging myself! Create value, step it up in 2015! Create so much damn value for people that you are overwhelmed with leads and customers. Make this year the best year of your life!


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Eric Baum

Eric Baum

Eric is the CEO / Founder of Bluleadz. His passion is growing businesses and listening to Jimmy Buffet. Oh yeah, and golf when he can find the time.