The Four Noble Truths of Content Marketing and Why I Would Never Make It As A Buddhist

TweetWhen I was a younger man, I was fascinated by the principles of Buddhism.  I think the whole idea of karma was the big draw for me.  I liked to think that people would get what was coming to them —- good or bad — based on the way that they conducted their lives.

That’s refreshing.

However, I could never get past the fact that I had to become a vegetarian and couldn’t drink as much as a glass of Merlot with dinner — if I wanted to go all the way with it.  And —- is there any other way to do something than all the way? 

I also loved the way that Buddhism laid things out kind of like a Geometric proof using the Four Noble Truths:

The Four Noble Truths in Buddhism are thus:

1. Everyone suffers
2. The CAUSE of suffering is desire
3. Suffering CAN be eliminated
4. There is a PATH to the cessation of suffering

Each step in the four truths requires buy-in — if you don’t believe in #1, there is no reason to move on to #2.

Growing a tiny business also leads to the cessation of suffering.  Becoming your own boss, living a more enjoyable lifestyle, and providing for your family are all wonderful benefits of running a successful tiny business.

There is something very Zen about running your own business  — isn’t there?

Ok, before I start meditating, humming my mantra and levitating above my laptop — let’s take a look at the Four Noble Truths of Content Marketing, which is the method of marketing that I preach:

The Four Noble Truths of Content Marketing are thus:

1. We do business with people we know, like and trust.
2. We know, like and trust people that provide us value
3. Consistently creating useful, interesting content creates value
4. Useful and interesting content is shared on the Internet

We Do Business With People We Know, Like and Trust

I believe we can credit Bob Burg for this bit of wisdom.

It is indisputable that we are much more likely to refer business to, engage in partnerships with and do business with those that we know, like and trust.

If you dispute this part of the formula — you will need to find a different religion marketing strategy.

We Know, Like and Trust Those That Provide Us Value

Value comes in many shapes and sizes but in business they usually boil down to one of five things:

• Save me money/Make me more money
• Give me a superior experience
• Save me time
• Protect me /Protect someone or something I love
• Entertain Me

When running a for profit business, providing these value propositions to your customers is critical to your success.  In fact, if you are not providing one of these five values to your customers — I would love to hear what you are selling in the comments below.

If we get ripped off by a business — we will Know, Hate and Distrust the business.
If a company wastes a bunch of our time we will Know, Hate and Distrust the business.

But when we receive true value from a business, we begin to know, like and trust them.

If you don’t believe we begin to know, like and trust those which are providing us value — you need to look elsewhere for your marketing philosophy.

Consistently Creating Useful, Interesting Content Creates Value

Creating content that addresses the value propositions above is critical.  You will need to create web content that is entertaining/interesting, or that offers a way to save money/time for the customer or prospect that is consuming it.

When your target market is reading articles, watching video, listening to audio, etc that provide information about the industry that you are in —  are they not getting to know your business?

When you are providing your market with helpful content that solves problems for them, truly addresses the issues that they are facing — are they not getting to like your business?

When you are providing your market with industry leading, informative and authoritative content about your industry — are they not getting to trust your business?

Once again — if you don’t buy this part of the formula — you are not a Buddhist Content Marketer.

Useful And Interesting Content is Shared on the Internet

In fact, this is all that we share on the Internet.
When was the last time you said

“Hey, I bet my friends and colleagues would be completely uninterested in this — I am going to share it with them.”

We share only that which we find valuable — if you create something truly valuable for your market, it will be shared.

This grows the influence of your business. As your valuable content is spread across the web into the hands of more and more members of your market, your chances of making sales increases.

This is where the karma comes in. Build good stuff. Create a resource on the web. Give it to your target market. Enable them to share it. Do business with people that know, like and trust you rather than cold-calling strangers.

If you believe in and act upon these Four Noble Truths of Content Marketing — you are well on your way to the Path of Enlightenment a Successful Tiny Business.

What are your thoughts? Do you believe in this strategy? What questions or advice do you have for others?