The Content Marketing Cookbook

The Content Marketing Cookbook

For experienced and successful business owners, content marketing is the simple, yet important ingredient that’s used in every dish. For beginners though, content marketing can seem hard and overwhelming – that’s until they figure out the content marketing cookbook.

The Content Marketing Cookbook

The content marketing cookbook is a simple metaphor for how easy content marketing can be when broken down into simple steps, like compiling a cookbook. The idea came to me a few days ago, when two separate incidents occurred.

Incident #1

I was having a discussion with a small business owner who was looking to branch out and find new customers. Even though they were in a very niche market, they found it incomprehensible to write articles and supply information regularly.

Incident #2

I was on the way home from the supermarket with a bag full of Bok Choy and oyster sauce (I’ll explain that in a minute), with absolutely no idea how to cook it.

Half an hour later and 7 YouTube videos down, I’m a master Bok Choy chef and ready to get started. I was also struck with the simple idea, of the content marketing cookbook.

The Content Marketing Cookbook Started With Bok Choy?

To clear up the significance of the Bok Choy, I will tell this story backwards and finish with some simple and effective advice.

Ok, for anybody that knows me, I am a meat eater. It was not rare for me to be eating meat 3 times a day. The problem, even though I thought I was eating healthy, I was struggling to lose weight, my back injury was getting worse and my fitness was nonexistent.

In a bid to become healthier I have researched and turned to a predominately plant based diet, which brought along with it two brand new concepts – cooking and vegetables.

Hence the reason that when I decided I would have Bok Choy and oyster sauce for dinner, I had no idea where to start.

Naturally, I Turned Straight to the Internet.

As I watched on YouTube the many different ways to prepare this new vegetable, a few thoughts were running through my head.

  •  How simple it was to do.
  •  How fortunate I was that I could turn to YouTube instead of ask my wife, who would’ve undoubtedly laughed.
  •  How excited I was that I had learnt something new, that I could now do myself.
  •  How appreciative I was that someone had supplied this valuable information.

Then it hit me; the Content Marketing Cookbook

As I was viewing the websites that I had clicked through to from the YouTube links, it all became very clear on how to approach content marketing for beginners.

Remember just a few days earlier, I had been explaining to a small business owner simple steps to implement content marketing.

If only I had a copy of the content marketing cookbook to give her.

Content Marketing is A Simple Dish

Although I didn’t even know that the content marketing cookbook existed whilst I was having the discussion, I was explaining all the contents.

The Content Marketing Cookbook

Most of the questions and objections were quite common, and similar to what I usually hear.

Objection: There is no way I have time to write three articles a week.

Answer: Don’t. Start by writing one a week or just one a fortnight. Even by doing that, you will have 25 to 50 articles on your blog in 1 year (as opposed to none if you never start).

I’m not experienced enough and wouldn’t know where to start.

Answer: Every expert was a beginner once. Sure, you might look at your first article or you tube video one day and cringe, but you never will if you never create any.

I’m not an expert, why would people want to learn from me?

Answer: Everybody has information that somebody else wants to know, no matter how basic.

Hungry to Learn the Basics: The Money’s in the Bacon

What do you think gets more hits on you tube?

A cooking video that teaches you how to cook 3 star Michelin dishes, or one that shows the steps to making good bacon and eggs?

Trust me, the money’s in the bacon.

Similar to my Bok Choy experience, people want to learn simple skills that add value to their lives.

One key rule to content marketing, is to provide value. And the most basic information can add heaps of flavour, oops I meant value.

Even if you don’t see yourself as the expert yet, you have a lot more information on your topic than your customers.

By sharing that information you can really improve their lives, and have them coming back for more.

People Will Pay For the Secret Sauce

The Content Marketing Cookbook

Once you have shared many recipes of knowledge with what is now becoming a loyal fan base, you can start to charge money for the secret sauce.

Everybody understands that your business has to make money somewhere, and if your product adds more value to your fans lives, they will be more than willing to pay.

You can add value in many ways.

There are plenty of businesses out there that give out all their information for free, then charge to actually do it for you. Or, they sell you the tools required to achieve the results.

If your business is providing more information, it’s even ok to share some of your best recipes for free from time to time. Just make sure you hold onto the secret ingredients for paying customers.

Turn Your Knowledge Into a Content Marketing Cookbook

I can’t tell you what content you should be sharing, but I can tell you this:

It is easy to produce and provide valuable content.

By using the content marketing cookbook theory you will be able to break down what seems an impossible task, and make it much more achievable goal.

  • Provide basic information that people want to know.
  • Share the information on different platforms for convenience (blog, YouTube, eBook, etc).
  • Focus on sharing one dish at a time.
  • Set an achievable structure, for how often you post content.
  • Every now and then, share some of your closest guarded recipes.

When you break it down, content marketing really is simple.

Believe it or not I used to be scared of writing articles and thought I was no good – I know right, who would of thought that now with all the awesome articles I write (haha).

It is also very valuable, to the life of your business.

Finally, Add a Little Sauce to the Story

In no way do I mean make stuff up or lie, but add your personality to your story.

If you speak like a robot you’ll attract robots (which is great if your customers are robots I suppose).

These days standing out is so important, and copying others won’t set you apart. Nobody out there is being you, so the best way to stand out is by being yourself.

People like to relate to others and buy from those who they like, so don’t be afraid to be yourself when producing content. By showing that you’re human, and by showing others that what you are teaching is actually achievable, you will attract a far bigger audience.

Another thing you can do is continue to visit Learn How To Blog. Sean and Elmarie share a wealth of knowledge about writing and producing content, all of which is information that would surely make it into the content marketing cookbook.

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  1. Nicolette Prendergast

    July 22, 2014 at 11:30 am

    Excellent article. I am going to enjoy sending it to my many friends in New Zealand.


  2. Catherine Holt

    July 1, 2014 at 10:18 am

    This is a great analogy, love it!

    It’s amazing how many people don’t get started on something because they say they don’t have the time. But like you say, write one post a week or a fortnight until you do. All those posts are going to add up eventually and at least get you off the starting block. Otherwise the book will never get written will it!

    • Nick Blair

      July 1, 2014 at 12:14 pm

      It’s amazing how quickly, with little effort you can build a really strong history of content.

  3. Jennifer Abel

    June 24, 2014 at 1:03 pm

    Very good Nick, I have always said that product is as good as the recipe, and by using the best ingredients will give you the best results

    • Nick Blair

      June 25, 2014 at 4:50 pm

      Thanks Jennifer. You’re right, you need to use the best ingredients.

  4. Catherine Giray

    June 24, 2014 at 8:19 am

    Content marketing and cooking. What an awesome comparison. That alone is writing with personality. Brilliant Nick!

    • Nick Blair

      June 25, 2014 at 4:53 pm

      Lucky my content marketing is way better than my cooking. =)

  5. Luanne

    June 23, 2014 at 8:59 am

    Love it! It’s amazing how you incorporated content marketing with cooking. Brilliant, Nick! 🙂

  6. Dorothy

    June 20, 2014 at 7:34 pm

    Wicked!! You really know how to win any readers attention Nick! Now this is getting me starve!

  7. Jiyan Nicdao

    June 20, 2014 at 4:20 pm

    Great Job Nick! That BokChoy looks delish 😛 I like the idea of putting you own flavor to it. It’s a signature about you that makes them recognize you easily 🙂

    • Nick Blair

      June 25, 2014 at 4:51 pm

      Pity my Bok Choy didn’t look that great.


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