Intelligent Content Marketing Talks

To wrap up the final episode of the series, Jason discusses with Stephen what he’s learned during this series on the Power of Free. From the tips on working with the google algorithm to get to the top page 1 by using natural language techniques, dominating your niche by publishing high-quality content that answers any question that could be asked about your specialism, and understanding the true power behind ‘Free.’ For more information check out our encyclopedia at http://intelligentcontent.marketing

On today's episode, Stephen and Jason discuss the importance of online platforms, and how it's much more than just a website. We look at successful companies such as Netflix, Airbnb, and uber who have all created fantastic online platforms, carved out new niches for themselves, and disrupted marketplaces all over. Stephen also discusses how he built his own online platform to help customers look for solutions to immigration problems that weren't being solved previously in his niche. In the connection economy, your online platform is the engine for creating relationships! For more information check out our encyclopedia at http://intelligentcontent.marketing

Inspired by Seth Godin's book, 'Permission Marketing,' On today's episode, Stephen and Jason discuss how you can respectfully earn your customer's attention whilst being sensitive in your marketing strategy. Today many businesses are fighting for our attention, using aggressive and outdated interruption marketing tactics that spam our inboxes, leaving us with a sour taste in our mouth. Your customer's attention is a privilege, not a right, so you always need to have the best interest of your customer at the forefront of your strategy. For more information check out our encyclopedia at http://intelligentcontent.marketing

The internet today is saturated with noise and information, and never before has the value of people’s attention been more important. Today on the podcast, Stephen and Jason discuss how by understanding and appreciating the true value of attention and changing how your online proposition is configured, your face will be seen, and your voice will be heard. For more information check out our encyclopedia at http://intelligentcontent.marketing

In the last 15 years, the world of commerce has changed forever, consumers have adapted to the realities of the connection economy, but marketing has not! In today’s episode, Stephen and Jason discuss how applying Intelligent Content Marketing techniques can help businesses market their products and services in today’s connection economy. For more information check out our encyclopedia at http://intelligentcontent.marketing

COVID-19 has very much been the catalyst for disruption in 2020. In today's episode, Stephen and Jason discuss how we have arrived at a transition point where creative disruption when done properly, can shift the ground from underneath the feet of your competition. For more information check out our encyclopedia at http://intelligentcontent.marketing

Episode 6 - What’s Your Story? We’re halfway through the Power of Free series! Stephen and Jason’s discussion today is all about the importance of telling your personal and professional story. This authenticity and transparency (even your vulnerabilities) allow the customer to understand the person and the company they are dealing with, building up trust and forging honest relationships. For more information check out our encyclopedia at http://intelligentcontent.marketing

In today’s episode, Stephen and Jason discuss Natural SEO and how to create quality content for your audience, that also works in favour of the Google algorithm to get you to the top of page 1 of the search page - all without spending a cent on SEO expertise. For more information check out our encyclopedia at http://intelligentcontent.marketing

In the fourth episode of the series, Stephen and Jason discuss the topic of ‘Feeling Your Market’. It's all about putting yourself in the shoes of the customer and considering what kind of experience and service you would hope to have as the customer. From here you can design your proposition, always doing it with the customer focus and their experience at it's core. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today’s discussion is inspired by Seth Godin’s book ‘Purple Cow’. Stephen and Jason discuss how in today’s over-communicated world, the only thing of true value is people’s attention. They discuss ways and techniques you need to stand out above your competitors to be the ‘Purple Cow’ in your niche. For more information check out our encyclopedia at http://intelligentcontent.marketing

In the second episode of the Power of Free series, Stephen and Jason speak about being an expert in a specific niche. They discuss the manner in which service professionals can transition from operating in a traditional ‘bricks and mortar’ manner to operating online, and within the framework of the connection economy. For more information check out our encyclopedia at http://intelligentcontent.marketing

We're back with Series 2!  In our first episode of the new series, Stephen and Jason discuss the current topic of the coronavirus pandemic and how today we are living in a very different world than we lived previously. COVID-19 has forced all businesses (big and small) into an industrial economy to connection economy transition before their very eyes. As the world finally wakes up to the knowledge that many things in business have changed forever, we begin our 'Power of Free' series to show and explain new ways of marketing your business using smart and simple techniques with 'FREE'. For more information check out our encyclopedia at http://intelligentcontent.marketing

On our final episode of Series 1, Stephen and Jason start off the discussion with Seth Godin’s concept of an Idea Virus and then moving onto the whole idea of building and loving your Tribe and what it can do for your business. Finally they discuss how finding an important truth very few people will ever agree with you on, will allow you insights into secrets that your competition will never have. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this episode Stephen and Jason discuss how to achieve market alignment by design. They look at the barriers of the ‘policy layer’ within many industrial economy businesses today, they discuss how to set a communications strategy and how to build an emotional connection with customers. In conclusion, it's all about taking the opportunity to tell the story of the market you operate in, what you are doing there, and why you are doing it. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast Jason and Stephen discuss the Hong Kong protests and their impact on the local economy as well as on the locals themselves. After which they dive into how to control the experience environment. A great example of the best way to control the experience environment is the one given by Disney and their chain of excellence, which starts with leadership excellence, the leader sets the standard for the employees through leading by example, cast excellence which reflects the idea that every member of the team plays a key role in your production designed to offer the best customer experience, "guestology", the process of understanding your customer's needs, wants, emotions and the preconceived notions they might have about you, by understanding them you can establish your unique quality standards by which to measure customer satisfaction. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast it’s all about how to craft an irresistible offer. To create an irresistible offer you must make it clear to your customer that the value you offer is greater than the price, this shifts their mindset from the uneasy feeling of "I'm being sold to" to the urgency of "buy now", you should also find the touchstone that is a perfect fit for your proposition, an example would be "double your money back" as the HKVC is offering, most importantly your offer should be believable, a sure way to inject authenticity is with social proof, real data to back you up, credibility and authority endorsement. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast Stephen and Jason will be talking about risk reversal and how you can achieve incorporate it in your business. Find out the two types of risk and the three strategies to adjust it so you can infuse your business proposition with the best option for you, and to ensure your customers will always choose you, not your competitors. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast we dive into fascinating topics (including faux chicken), all kidding aside join us and find out what you need to take into account when crafting your business proposition. We discuss human psychology from the lessons of Robert Cialdini, Dan Ariely, Frank Kern and Charlie Munger. They provide all the tools for configuring a bulletproof proposition by understanding what's important and making sure that you are ethically nudging your customers' behaviour in a way that is good for them and designed to achieve your objectives as well. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today we have a really interesting discussion for you, find out what it takes to position your content platform in such a way that you ensure a win by default and what are the best and easiest ways to differentiate yourself from the competition. Learn how to manifest value in the connection economy and reach the two types of customers, those who want to pay and those who do not. Find out how to turn the customers that don’t want to pay into allies and advocates of your brand. For more information check out our encyclopedia at http://intelligentcontent.marketing

Join Jason and Stephen as they continue their discussion on What Do You Really Sell. Most people don’t have a clear understanding of what they are actually selling. Many overlook the fact that what you are actually selling is what you can do for people and the experience they have with you. They discuss the importance of building a purpose brands as they talk about great examples of such companies. You’ll also find out how to make your business bulletproof in the connection economy. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this episode Jason and Stephen finish their talk with the 24th Chapter of the Monopoly Planner: All Roads Lead to Rome. The last point Kevin Kelly makes in his book “New Rules for the New Economy” is that the chief task of the connection economy is to restore the symmetry of knowledge. In an environment where scarcity was the order of the day, the abundance dynamic never really came into play. That is changing in the new economy. We also enter into Chapter 25: What do you Really Sell? Most people don't have a clear understanding of what they are actually selling. Many overlook the fact that what you are actually selling is what you can do for people and the experience they have with you. For more information check out our encyclopedia at http://intelligentcontent.marketing

In today's episode we continue the discussion of Model 6, Chapter 24 of the Monopoly Planner. Stephen and Jason explore the other rules that emanate from Kevin Kelly's work. In the connection economy consumers turn into prosumers as the power of technology allows you to find out exactly what they want. Kevin Kelly put Stephen onto the reality that expertise now resides with fanatical customers. The world’s best experts in your product or service do not work for you but are actually your customers. For more information check out our encyclopedia at http://intelligentcontent.marketing

Jason and Stephen have reached Module 6, Chapter 24 of the Monopoly Planner discussions. Today they talk about Kevin Kelly and his “New Rules for the New Economy”. Technology today is the medium of creating relationships and globalization provides the perfect environment for hyper relationships. The challenge in today's connection economy is to first create what your customer wants, remember and anticipate what your customer wants, and then change what your customer wants. For more information check out our encyclopedia at http://intelligentcontent.marketing

In an effort to allow you to differentiate yourself from your competitors and at the same time lay down a mosaic of service components – Stephen has identified 10 things your competition is likely not doing. In this episode of the podcast Jason and Stephen continue their discussion as they debate some of these elements. For more information check out our encyclopedia at http://intelligentcontent.marketing

Stephen's obsession with how he wants his customers to feel ultimately resulted in the creation of the intelligent content marketing business model. That’s because he came to understand that by putting the customer at the centre your proposition, you end up producing elements of your business model that ultimately give the customer a sense of “wow!” Luckily this is something your competition is probably not doing. For more information check out our encyclopedia at http://intelligentcontent.marketing

Business is all about solving problems. That is why the most important thing is to identify the problems in your specific niche by asking the right questions and analysing the issues that arise. Figure out the issues your customer might face, develop multiple solutions and choose the optimal one for the situation. Anticipate that no battle plan survives first contact with the enemy and find a way to utilize the other solutions as back-up plans. For more information check out our encyclopedia at http://intelligentcontent.marketing

For Stephen, the awareness of answering people's questions was a real eureka moment because it works on so many levels. It is a great opportunity to create valuable content in your niche while developing your content platform; a great side effect being that you get to fill the gaps in your taxonomy. You're enabling the law of reciprocity while building relations based on trust with new customers or consolidating existing ones. For more information check out our encyclopedia at http://intelligentcontent.marketing

Jason and Stephen continue their journey through the Monopoly Planner content as we reach Jason's favorite quote of Stephen's: "there are two types of customers, those who want to pay and those who don't want to pay". The way to handle the customers who don't want to pay is to give them everything they possibly need to help them solve their problem for free, which serves the purpose of creating a tribe and generating referrals and goodwill. For more information check out our encyclopedia at http://intelligentcontent.marketing

If you want to succeed in the connection economy you're going to have to scale trust. Assuming that you have acquired it, how do you scale it? One of the things you should avoid doing is engaging in selfish marketing. Instead adopt a strategic generosity strategy and turn scarcity into abundance. Concentrate on delivering valuable content that will answer questions, deliver solutions to problems and there is no doubt that you will establish a reputation of earned trust. For more information check out our encyclopedia at http://intelligentcontent.marketing

On this episode Jason and Stephen discuss how to win people over when creating a relationship. Stephen shares what he has learned online, how he has implemented it in practice and when he came to fully understand how easy it actually is to win people over. Ultimately, winning people over is about being vulnerable. We perceive vulnerability nowadays as a strength when we recognize it in others but as a weakness in ourselves. The reality is that it is the birthplace of joy, belonging, creativity and authenticity. It is the most accurate measure of courage, as it takes an incredible amount of courage to put yourself out there and share your story with everyone, warts and all! For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast we discuss how you can build on your tribe-originated content and how you can utilise and reconfigure it so that you provide access to your material in different ways; thereby broadening the market for the material. Also how to organise it in an actionable fashion to allow people to get immediate value out of it. For more information check out our encyclopedia at http://intelligentcontent.marketing

As we carry on our conversations about how to build a monopoly from nothing with no money invested, Jason and Stephen have reached Module 4, Chapter 6 of the planner: Tribe Originated Content. We discuss the best ways to generate valuable content for a customer; that is an ‘Ask me a Question’ section on a content platform. Such sections give you have the opportunity to provide exactly the answers and solutions to your customers' specific issues and concerns. To reply is very simple. You can post a podcast answer – which you can simply record on your smartphone – and it can also be transcribed, as we know that people like to consume content in different fashions. For more information check out our encyclopedia at http://intelligentcontent.marketing

Once you have your platform and you are turning your attention to the elements of your connection economy business model, one of the elements that Stephen has found to be pivotal to success is “strategic generosity”. This works on the idea that the internet is a communication medium and in order for you to create business opportunities on it you have to form relationships. There are a number of techniques you can use to generate positive relationships; Strategic Generosity is a great one. We are all hardwired, from an evolutionary perspective, to respond positively – with a sense of debt – to generosity. For more information check out our encyclopedia at http://intelligentcontent.marketing

Setting up the taxonomy of your WordPress content platform is crucial. This is because it allows Google to understand exactly what your body of material is and what it relates to; so that over time all your traffic is generated organically. You should think about organising the ideas that encompass your niche; this can be done easily through pages and posts to which you assign categories and tags. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this podcast episode, we discuss the separation of the activity on your content platform that allows organic creation of relationships versus what happens when you go out searching for people who you know will be interested in your proposition. Also how to place yourself in front of them at the right time, with the right information that will get them to click on your link, action your content and ultimately forge a relationship with you. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast Jason and Stephen continue their discussion about the importance of documenting your experience and expertise, and of publishing actionable content on your online content platform. An integral part of documenting your expertise is positioning yourself as the highest authority on that subject matter. You could do this by producing 'last word content' so that it is self-evident to anyone looking at your material that you are objectively the highest authority in your niche. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this episode of the podcast, Jason and Stephen move on to Module 3, Chapter 10 of the Monopoly Planner, called “Give it Away for Free”. This is about recognising that you're going to document your expertise and that you are going to produce educational, actionable content. This could be in a checklist-type DIY handbook style; essentially producing the resources a customer might need to understand and solve their problem, or the resources needed for the job they need to be done. By giving it away for free you have documented your expertise while showing your clients and the people you wish to have a business relationship with that you know what you are talking about. You are also leveraging the power of the law of reciprocity. For more information check out our encyclopedia at http://intelligentcontent.marketing

When you massively exceed people's expectations, by treating them the way you would like to be treated when delivering the product they need, you switch the dynamic around entirely; because it's no longer about taking advantage of them, it's now about your customer giving you fair exchange for the value you offer –and that results in a very satisfied customer. For more information check out our encyclopedia at http://intelligentcontent.marketing

In the connection economy, in an age where which information is unlimited and costs nothing to produce – the only true thing of value is people's attention. So, if you have any type of proposition, whatever it might be, it has to be designed in such a way that it commands people's attention; otherwise it's not going to be found or heard of. Therefore, you should be remarkable. For more information check out our encyclopedia at http://intelligentcontent.marketing

If you dig deep into philosophy and theology you will find that all the major cultures in the world have a variation of the same theme when it comes to the Golden Rule. It is a part of the universal human condition. The Golden Rule is to treat other people how you yourself would hope to be treated. When you massively exceed people's expectations by treating them the way they would like to be treated when delivering the product they need, you switch the dynamic around; because it's no longer about taking advantage of them. It's now about your customer giving you fair exchange for the value you offer –and that results in a very satisfied customer. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast Jason and Stephen go through the final quality a connection economy entrepreneur should embody. That is the ability to recognise there are infinite choices; that there is really no such thing as competition; and that what you are really doing is holding opportunities to differentiate yourself from the other players in your market. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the podcast Jason and Stephen continue their discussion about what a connection economy entrepreneur needs to take into account in order to successfully move forward in the present competitive landscape. They discuss another quality of the seven that a connection economy entrepreneur should possess. They also go through methods used to start, build and sustain meaningful and valuable relationships with customers; plus the techniques used at different points in the customer journey to differentiate your business model from your competitors’, to ensure that you are on the path to a monopoly in your niche. For more information check out our encyclopedia at http://intelligentcontent.marketing

Part of the process of building a monopoly out of nothing with no money invested is analyzing the marketplace. This week, Stephen and Jason talk about the competitive landscape and the qualities to be found in a typical connection economy entrepreneur. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this episode of the podcast Jason and Stephen go over the hurdles one must overcome in order to disrupt the marketplace and compete with the big players. One of the great secrets that Stephen has encountered is that when you have a selection of different pricing models, the vast majority of people (more than 90%) will go for the full service package. Just the mere fact of having the pricing options introduces disruption in the marketplace. And if your competitors don't have the kind of platform that you do, then you have an edge over them. In time this aligns your business proposition with the natural dynamic of the marketplace, which results in a win by default. For more information check out our encyclopedia at http://intelligentcontent.marketing

On this episode of the podcast we go through the steps required to analyze your market when you are determining what segment of it you wish to address. When crafting a proposition that does not compete against what the market is already offering, you will reach the conclusion that niche-ing down is the best way forward. As you pursue this your expertise in your niche will allow you to determine which segment would be the best to reach in order to achieve your ultimate mission of untying the ties that bind your customers to other service providers. For more information check out our encyclopedia at http://intelligentcontent.marketing

To figure out how to sell a product that all your competitors are already selling you must first figure out what sector of the market is open to a new, low-cost and tech-driven innovation. Then instead of presenting the product you offer, try to identify the problems your potential customer is running into, the reason the issue is occurring and a solution they can implement on their own. For more information check out our encyclopedia at http://intelligentcontent.marketing

In this podcast episode we go through how we should look at ourselves and our competitors in the landscape that is the current marketplace. We find out why a successful company can fail in the face of disruptive innovation; because they are focusing on satisfying the current needs of their largest demographic, while disruptive innovators focus on anticipating and meeting the future needs of their customers. For more information check out our encyclopedia at http://intelligentcontent.marketing

This episode is dedicated to the elements that make a great connection economy entrepreneur. How to differentiate yourself from your competition through the value your proposition provides. The importance of valuing your work, seeking meaning in everything you do along with the importance of the customer experience and how to differentiate yourself through that. For more information check out our encyclopedia at http://intelligentcontent.marketing

In Today's episode Stephen and Jason discuss 'An irresistible offer'. This is something you inject into your proposition that makes it a no-brainer for the other party to say “yes” to transacting with you. The easiest way to reverse risk is with an irresistible offer. It is easy to craft when you understand the inner logic and emotions of the buyer. To create an irresistible offer you must make it clear to your customer that the value you offer is greater than the price. This shifts their mindset from the uneasy feeling of "I'm being sold to", to the urgency of "buy now". For more information check out our encyclopedia at http://intelligentcontent.marketing

On this episode of the podcast we go through the elements that make up an intelligent content marketed business. Firstly you need enabling technology, which is very simple and free. The foundation tech is the WordPress platform. It allows you to have a website up and running very quickly and it gives you the ability to control and update content easily. In addition to your WordPress platform you should work on building your social media presence. This is part and parcel of enabling the technology dimension of an intelligent content marketing strategy en route to a monopoly. For more information check out our encyclopedia at http://intelligentcontent.marketing

Today on the episode you'll find out about The Monopoly Planner and the free Encyclopedia of ICM and in what order you should go about consuming the content. Jason and Stephen also discuss monopolies and how they might be categorised and what exactly does an online one entail. For more information check out our encyclopedia at http://intelligentcontent.marketing