• Podcast Labs

#10 Building a loyal online audience through content marketing with Mark Masters


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With the online world overrun with different tools and platforms, it’s easy to be unsure how to promote yourself through the noise and what content you should be posting. Mark Masters is passionate about building loyal online audiences, as a relationship tool for every business, but only if it’s done the right way!


Author of The Content Revolution, founder of The ID Group and creator of You Are The Media, Mark is against dull content, spammy selling tactics and uncomfortable forceful messages, in this episode he discusses how to use the spaces in front of you to build trusted relationships that make people feel relaxed and willing to approach you as an expert.


This episode of The 10th Degree covers:


  • Content Marketing

  • Adding value through stories

  • Importance of values and principles

  • How to become the media

  • Finding a space and owning it

  • Building trust

  • Finding allies that will support you


Links:


Mark Masters: https://www.linkedin.com/in/markiemasters/

The ID Group: https://theidgroup.co.uk/

You Are The Media: https://www.youarethemedia.co.uk/

The Content Revolution Book: https://www.amazon.co.uk/Content-Revolution-Communicate-Telling-Better/dp/1907794875


Edelman Trust Barometer: https://www.edelman.com/trustbarometer

Start With Why: Simon Sinek: https://www.amazon.co.uk/Start-Why-Leaders-Inspire-Everyone/dp/0241958229


Anthony Story: https://www.linkedin.com/in/anthony-story-4032a63/

Podcast Labs: https://www.podcastlabs.co.uk/


Key highlights:


“We've been hidden away for a few years thinking we can't really sell but it's still okay to sell. And we can still be useful in terms of being there for somebody else. So when they're ready to step forward, they trust us. It feels safe. It feels as though we're not pulling the wool over somebody's eyes. So we're being useful in that way, in terms of we're saying something or helping somebody in that buyer journey, or just being there for someone where we're saying something that is of interest.”


“Marketing used to be about interrupting the masses, but now, times have changed, and the only differentiation that we have, as businesses are the stories we tell.”


“But the real skill is to find a thread of something that we believe in that's in our heart that does align with our business that we can sell from and build people around.”


“When you're a small business, you are more nimble and there isn't a chain of command to go through before something gets approved. It gives us flexibility, it lets us be brave. And it enables us to say the things that other people haven't. And that's why I get really excited. And that's why I genuinely do believe there is a place where we can share this narrative.”


“If we figure out how these spaces work, for instance, I started blogging in January 2012, it gives us a place to come back to, to hone our skills, to hone our craft, to build people around our message. It enables people to trust us, it enables people to think "Yeah, I'm gonna stick around, I'm gonna be part of this!"


“People are very happy to pay for a hired gun. So a hired gun will come in and write content and post and distribute. And nobody's following up, no one has a responsibility, no one is accountable for anything. So what happens is that narrative that's being created, it's just the same as everything else. It doesn't say anything different.”


“We have to think beyond when we talk about branding. It’s spending time and months, and weeks doing a perfect motif or a strap line and everything else - today that's irrelevant. What has to stand strong with it is the principles and the values that we have within what we're creating and how we can stand by it.”


“Find one space that you’re comfortable with and own it. So for me it was writing. The reason I chose writing was because there was no risk involved. I had a WordPress website, I could use this platform to write so it didn't cost me anything, my biggest investment was time. So find a place that is easy to accumulate people around what you're trying to say”

“We can't necessarily do this until we're blue in the face. There has to come a point where there is a give - the give for me was that I knew I couldn’t do all this on my own. So I had to bring other people on board. There's somebody else that helps us out with the podcast. There's other things that goes on with the live events and everything else. And it's how you find those other people around you. It's so important to find your allies and the people that will support you as well.”