The Ultimate Marketing Playbook for 2019 (Guide to Consulting)

TL;DR

Sujan Patel shares his growth framework insights for 2019.

Transcript

• Hey, so fun fact. Sujan Patel over here, actually wrote a book called The Growth Playbook, or something like that. I'll let him explain what it is. But it actually got a ton of downloads, and he actually did really well, in terms of, growing that growth playbook. So in this video, we're actually gonna talk about Sujan Patel's growth framework for... Read More

Key Insights

• Sujan Patel emphasizes the importance of foundational work in content marketing, noting that results often take 18-24 months to manifest fully.
• Updating old content was a significant driver of traffic in 2018, with two pieces accounting for 75% of the extra million visitors.
• Sujan highlights the 'seed and grow' strategy, focusing on creating individual content pieces that can later be compiled into larger projects like books.
• The discussion underscores the necessity of understanding the ideal customer profile (ICP) and tailoring content to meet their specific needs and challenges.
• Despite spending $300,000 on various marketing strategies in 2018, the most effective results stemmed from efforts made in previous years.
• Sujan's approach involves targeting high-intent keywords and continuously iterating on content to improve visibility and engagement.
• There is an emphasis on emotional resonance over sheer traffic volume, aiming to create content that deeply connects with the target audience.
• The video encourages marketers to be patient and persistent, understanding that marketing efforts often take longer to pay off than initially expected.

Questions & Answers

Q: What was the main driver of traffic for Sujan Patel's companies in 2018?

The main driver of traffic for Sujan Patel's companies in 2018 was updating old content. Two specific pieces of content were responsible for 75% of the extra million visitors, highlighting the effectiveness of refining existing material rather than solely creating new content.

Q: What is the 'seed and grow' strategy mentioned in the video?

The 'seed and grow' strategy involves creating individual content pieces first and then compiling them into larger projects, such as books, as they gain traction. This approach allows marketers to test and refine content before investing heavily in promotion.

Q: How does Sujan Patel suggest marketers should approach content creation?

Sujan Patel suggests marketers should focus on understanding their ideal customer profile and create content that resonates emotionally with them. This involves targeting high-intent keywords and crafting content that addresses the specific challenges and needs of the target audience.

Q: What challenges did Sujan Patel face with his marketing efforts in 2018?

Sujan Patel faced challenges with the time it took for marketing efforts to show results. Despite spending $300,000 on various strategies, the most effective outcomes stemmed from efforts made in previous years, illustrating the need for patience and long-term planning in marketing.

Q: Why is updating old content important according to the video?

Updating old content is important because it can significantly boost traffic and engagement. In Sujan Patel's experience, refining and enhancing existing content proved more effective than creating new material, as it accounted for a substantial portion of the additional traffic his companies received.

Q: What role does the ideal customer profile (ICP) play in Sujan Patel's strategy?

The ideal customer profile (ICP) plays a crucial role in Sujan Patel's strategy by guiding content creation to ensure it resonates with the target audience. Understanding the ICP helps tailor content to address specific needs and challenges, fostering deeper connections and driving engagement.

Q: How does Sujan Patel view the timeline for content marketing success?

Sujan Patel views the timeline for content marketing success as longer than initially anticipated, often taking 18-24 months to see significant results. This extended timeline underscores the importance of patience and persistence in executing marketing strategies effectively.

Q: What is the significance of emotional resonance in content marketing?

Emotional resonance in content marketing is significant because it helps create a deeper connection with the audience. By focusing on content that strikes an emotional chord, marketers can engage their target audience more effectively, leading to increased loyalty and engagement, regardless of traffic volume.

Summary & Key Takeaways

• Sujan Patel discusses his growth strategies for 2019, emphasizing the importance of foundational work in content marketing. He notes that updating old content was a key driver of traffic, with two pieces accounting for 75% of the extra million visitors.

• The 'seed and grow' strategy is highlighted, focusing on creating individual content pieces that can be later compiled into larger projects. Sujan stresses the need to understand the ideal customer profile and tailor content to meet their needs.

• Despite significant marketing spend in 2018, the most effective results came from previous efforts. The discussion underscores the importance of patience and persistence, recognizing that marketing efforts often take longer to yield results.