You’re running your business.
You got a lot to do.
You can’t do everything you’re supposed to do to market your business; and sometimes it’s hard to know what really matters.
Let me share with you four content marketing tips I learned as a tour guide.
But first: a quick story…
I was only 21 and nervous as hell
I had to guide 14 tourists through China. On my own. For four weeks.
I had been rejected by two tour companies.
The third travel agency – the one I ended up working for – never hired tour guides under 25, but they thought I was much older than just 21. Even worse: I had kept something secret. I hadn’t told them I suffered from travel sickness.
My first journey as tour guide started badly.
I puked on the flight to Hong Kong.
Hugely embarrassing. Ever met a tour guide suffering from airsickness?
I don’t think my bosses at the travel agency ever found out. Nobody told them. Because somehow things got better during that journey.
But what can this teach us about content marketing?
1. Mistakes matter less than you think
Everyone makes mistakes.
Mistakes are part of your content marketing journey. If you don’t want your content to grow stale, you have to experiment from time to time. Occasionally, an experiment fails. Or are you super-human?
My huuuge mistake as tour leader – puking on the flight – happened BEFORE I built a relationship with the members of my tour group. They’d only just met me. Fortunately, we were stuck together for four weeks, so I had ample time to turn things around.
As content marketer you’ve built a relationship with your audience. Your mistakes don’t matter so much. Apologize if required. And move on.
Your core audience are die-hard fans. They’ll forgive you. So don’t be afraid to make mistakes.
2. Basic how-to’s
Content marketing is like guiding your readers through a foreign country.
Your readers may not understand the language. They may not know the local habits.
On my trip to China I taught people how to use chopsticks. I talked about table manners. I explained how to take a bus. Super-basic stuff.
As content marketers we often suffer from the curse of knowledge. We write in-depth posts; and we forget to share basic stuff.
3. You don’t need to know everything
Hell no!
Before my first trip as tour guide I had spent three years studying the Chinese language, history, and culture. Still I was concerned about huge gaps in my knowledge. I didn’t know much, for instance, about Chinese architecture. Did that matter? Of course not.
How much you DON’T know doesn’t matter. What counts is sharing what you DO know with enthusiasm.
You can’t sell products or ideas you don’t believe in. Your passion sells. Your enthusiasm is at least as important as your expertise.
4. Small gestures of generosity
It’s easy to think of big gestures. A big launch. Your best-ever ebook. A guest post on a major blog.
But small things can make a massive difference, too.
For instance: Giving 14 tourists a pair of cheap chopsticks. Buying a huge watermelon to share. Such cheap treats create a feel-good atmosphere.
In a digital world it’s easy to give away stuff and build a loyal audience. What does it cost you to share your expertise?
Inspire your audience. Share generously.
The art of being interested
It’s easy to think of content marketing as one-way traffic.
Create content. Write blog posts. Publish ebooks. Create infographics. Send emails. Post updates.
As I learned as tour guide, being interesting is only half the job. Being interested is maybe even more important.
It’s the same with content marketing.
Treat your readers as your friends. Ask questions. Find out how they’re doing. Learn how you can help.
Be interested. And be yourself – you’re among friends.
Recommended reading on content marketing:
Are these 5 common beliefs sabotaging your online marketing?
How a small company wins with content marketing [case study]
28 Twitter tips to enchant your followers
Hi Hennneke,
Wow, a tour guide at 21!
How brave of you. I guess it’s like that with writing, be brave, write and put yourself out there. It was really nice to read about your personal experience. Thank you for sharing. 🙂
Hi Lia, Yes! I like how you compare it with being a courageous writer. Somehow it feels to me that I needed more courage to become a writer than to become a tourleader. Maybe it was youthful naivity?
Hmmm… maybe. But, I like to think of it as youthful bravery. Good for you.☺️
I like your way of thinking!
Hello there Henneke,
Much obliged for a basic yet extremely educational post.
Adored the manner in which you utilized your experience as visit pioneer in the post
A few focuses like showing liberal signals is truly right
keep it up
Henneke, I love this post. So simple and kind. And helpful. Thanks for including it in our course.
Thank you, Irina. This was the first time I introduce metaphors in my posts!
Hi there, to put it simply: uauuu. Don’t get me wrong but I love your post. First point (Mistakes matter less than you think) made me read entire post. My sincere congarts, although I have been blogging on a small slovenian furniture market for three years and looks like 20 years older then you – I learned a lot. Thank you, Matija, Slovenia
Glad you enjoyed it, Matija. Nice to “meet” you 🙂
Ah, dear one! You know the saying about if life gives you lemons, then make lemonade…well, you’ve managed to make a lovely thing out of airsickness. Ha! I’m just laughing, here, and thankful for your bravery and transparency, today. <3 K
Hi Henneke,
Not only are these points great for Content Marketing, but also for startup Entrepreneurs! 🙂 I especially liked your note on “art of being interested” !
Good point, Mohammed. I hadn’t thought about it that way, but these lessons are more like life lessons. Interesting. Maybe that’s because content marketing is more about being helpful and being a friend than being a just sales person?
Thank you for taking the time to leave a comment. 🙂
Great post Henneke. The difference between your advice and millions of others on the web: yours always stick in my head because of the images your stories create. Really, really helpful. 🙂
Thank you, Kerstin. I like creating images with words. Maybe I’m going to write my next post about this writing technique…
Thanks for taking the time to leave a comment! 🙂
Mooi stukje, Henneke! Leuk om te lezen, herkenbaar en aanstekelijk, en toepasselijk ook voor wie niet in de marketing zit…
Groetjes uit Chengdu!
Glad to hear you enjoyed reading my post, Kim. I hope you’re enjoying Chengdu. Is the sun shining on you? I remember it being very grey and overcast is Spring (or was it Winter?). Thanks for stopping by to leave a comment! 🙂
I love the visual of a [my] tour guide puking on the plane – aghhh! 🙂 And your story makes your message stick far more than just telling us … Love it!
I was concerned that the puking incident might be too graphic, but fortunately my readers aren’t overly sensitive souls. Phew.
Thanks for taking the time to leave a comment, Di. I appreciate it. 🙂
While being entertained with your China trip mini-stories delightfully alternating with reassuring article writing tips, I received a nifty template for a future article template that now I can’t wait to write. Thank you, Henneke.
You’re welcome, Stephen. Feel free to steal the template. 😉 Will you send me a link to your article?
Yay! Love this. Great lessons and a beautiful picture of 21-year-old you!
What a story.
Thank you, Kitty. You’re making me blush!
Blush on 😉 and keep on writing about yourself so we really get to know you. Chinese, huh!
Great tips , as usual, Henneke!
Sorry about your Tour Guide experience, though! lol
Thanks for sharing!
Overall the Tour Guide experience was fine. Don’t worry. I really enjoyed it (and I got to travel for free). I just had to work hard to turn that first impression around 😉
Henneke this is an awesome post – I love the point you make about the curse of knowledge and the image of the shared watermelon. Powerful stuff!
Thank you, Katherine. 🙂