THE LATEST: The Content Marketing Secrets Almost NO ONE Knows About

IMPACT+-Presents-THE-LATEST---By-Marcus-Header-3

Schedule a call with an advisor → Join IMPACT+ for free →

So let's talk about "drafting" for a moment today.

This is a content technique that we teach our clients at IMPACT, but few doing inbound or content marketing actually follow.

Here's an example of how it works:

In 2001, when I started my fiberglass swimming pool company, only 7-8% of the residential pools that were installed in the US were fiberglass pools.

The other 92% were concrete or vinyl-liner inground pools.

Knowing that we had to somehow "introduce" fiberglass to the marketplace, we put a significant amount of attention into answering questions regarding the two other types of pools, and each time we did this, we injected additional information about fiberglass pools into that piece of content.

The result?

Today, over 20% of all the residential pools that get installed in the US are fiberglass.

Pretty stunning growth.

But the key was "drafting."

A racecar can allow other cars in front of it to lead the race, but if it settles in behind another car, it can increase its speed and velocity by leveraging the momentum the other car is creating.

This is called "drafting." The car in the back uses its position to its advantage.

My findings over the years have shown that almost EVERY industry has drafting possibilities. It's simply a matter of examining the other "leaders" of the industry, and then using what the marketplace is searching for or asking about them to build brand momentum, as well as more traffic, trust, leads, and sales.

So why do I bring this up?

Because there's a good chance if you're reading this right now, you've got drafting opportunities literally right underneath your nose.

So please, take advantage of those opportunities.

The results may shock you. 🙂

A potential client of IMPACT asked me this morning the following question:

"Marcus, in the book, you say we should produce at least three pieces of content per week for optimal success. Where did that number come from?"

Well, the answer isn't incredibly profound really.

Over the course of 10 years of helping companies become the most trusted voice in their space using TAYA, one of the most consistent patterns we've seen is that if they produce three pieces of quality TAYA content per week for 18 straight months, they will lead their industry.

This is where hockey-stick growth occurs with traffic and leads.

Are one or two pieces of content per week good?

Sure.

But there's something about three a week (or more) that brings on the magic.

So please, remove the obstacles that are holding you back from this, and make quantity AND quality a priority in your content approach.

This graphic, produced by Wyzowl, shows the most common videos produced by companies today.

Although I really like this list, at IMPACT we constantly see companies that feel like they're "doing" these types of videos, but they're falling short of their possibilities.

One of our coaches at IMPACT, Zach Basner, developed what's called The Video 6 to make your videos dramatically more effective.

Being that this is something we're constantly helping our community improve on, please read this article, as it could make all the difference with your video marketing success in 2022 and beyond.

That's all for this week.

If you've got a question or comment for me, reach out to my personal email to let me know what's on your mind: msheridan@impactplus.com.

Hugs and high fives,