Well, the answer to the question depends on the content and who the “other people” are!
So today’s riddle was sparked by an interview my girl, The Cubicle Chick, sent me highlighting Michael Stelzner on Blogcast FM entitled “How Social Media Examiner Made $1.7 Million in Its First Year of Business.”
Note: If you haven’t heard who Mike Stelzner is, he’s the Founder & CEO of Social Media Examiner, the world’s largest online social media magazine, a site I frequent often and has some awesome resources so check it out!
Back to the question at hand…throughout the interview, Mike kept mentioning a very important equation he’s entitled the Elevation Principle Formula:
Content + Other People – Marketing = Growth
(Here’s the official elevation principle formula: GC+ OP – MM = G. Spelled out, the formula reads: ‘‘Great Content’’ plus ‘‘Other People’’ minus ‘‘Marketing Messages’’ equals ‘‘Growth’’)
Mike assures you will have much greater success by focusing on this concept and I agree! But let’s take a moment to break down the formula, shall we?
What is great content and how do I ensure my content is killer? Well, I previously wrote about some important keys to writing engaging content so in short, once you know your audience, your content should appeal to them. Think about sites whose content you like and why and whose sites you continue to go back to. What elements do they have that you can carry over to your site while keeping it specific to your audience?
Bottom line, deeply engaging content that is personalized for your readers is the first step on the right track to balancing the formula.
We’ve all probably heard that it’s not just about who you know but also who knows you. Likewise, this part of the equation can be broken down into two parts:
- On one hand, you have your target audience – those you are creating your awesome content for. This is “who you know.“
- On the other hand, think about the people you can connect with and get to know (directly or indirectly through third party sources) who can become your champions and supporters. These people can be the experts in your field who can vouch for you, talk about you to their audience, and do joint ventures with. Because “they know you,” their loyal following will be more apt to check you out as well!
There is only one thing to say here about marketing messages: It’s not about you!
Remove the sales pitches and the company advertising and anything else that can dilute your content and/or confuse your readers. People inherently want great content without going through a bunch of bull to get it.
Launch – Get the First Chapter Free
I just read through the first chapter of Mike’s new book, Launch: How to Quickly Propel Your Business Beyond the Competition, which you can get for free here. I highly suggest you do so. You don’t even have to buy the book to get the full message (although I’m sure he’d like you to : ) ) because the first chapter should get you thinking about how to approach your business differently to spark more success – I know it did for me!
Over to you…
I’ll leave you with this: “…focus on people, not yourself and not your business; they will love you and be your biggest fans…” -Mike Stelzner
What do you think about the Elevation Principle? Please share your thoughts below!