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The 3 axioms of content marketing
Marketing Powerup #35: Tommy Walker, Founder of The Content Studio and former Editor-in-Chief at Shopify Plus, shares his content principles.
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Today's powerups include:
Will ChatGPT beat Google for search dominance?
A tool to learn anything seriously fast.
Tommy Walker’s 3 axioms of content marketing.
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🧰 Tool powerups
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💬 ChatDox: Upload your documents and ask questions with your personal AI document assistant.
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💌 EzMail: This Chrome plugin power-ups your Gmail with ChatGPT. It generates personalized email drafts for you in your own writing style and tone. It could help speed up your replies to marketing partners, customers, and users.
✨ Tommy’s 3 axioms of content marketing
Writing and creating content is one thing. But editing other content marketers' work takes a special kind of skill.
One of those content editing experts is Tommy Walker. With a career that spans over 18 years, including being the editor-in-chief at Shopify and now founder of Content Studio, he's seen common mistakes that writers make time and time again:
It's why Tommy developed three axioms that guide his editing and content creation process.
A solid premise will get you 80% of the way there.
Decisions are made in Slack.
Content is a form of social currency.
1. A solid premise will get you 80% of the way there. 🗿
A strong premise is the foundation of any successful content piece. It's the hook that grabs the audience's attention and keeps them engaged throughout the piece.
"A solid premise will get people to the door. And if you deliver on that premise and you continuously deliver on multiple premises or the main premise of the overall work that you're trying to do, people will keep coming back."
2. Decisions are made in Slack. 💬
Many decisions are made in real-time, collaborative platforms like Slack. Content can be a powerful tool to spark conversations that are not directly measurable but can lead to conversions.
"If you can understand and communicate somebody's problem, as well as if not better than they can, you're giving a voice to problems that they might have.
That's gonna be the thing that leads to decision-making further down the road, because you're thinking about the conversations that people are gonna be having with each other, which will then lead to decision-making."
3. Content is a form of social currency. 💰
The content we share reflects our identity, tastes, and knowledge. It's not just about the content's inherent value but also about what sharing it says about us.
"We wanna make them look good when they share this stuff. For example, freelancers will share it with other freelancers because they're learning from the type of people that they want to write for.
When they share it with other people within their network, they're going, “oh my God, look at this like cool hidden resource, it's a gem.”
It says something about them when they share it.”
Free powerups cheatsheet
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Tommy’s three axioms of content marketing right away.
You can download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Tommy further explains his 3 axioms of content marketing.
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