Content Marketing Tips For Launching A New Product: Interview With Guy Kawasaki

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Guy Kawasaki

As part of our SEJ interview series, none other than Guy Kawasaki joins us to share some of his invaluable advice about content marketing and launching new products.

When Guy isn’t launching his own products, he’s advising some of the world’s biggest brands on how to launch theirs. Content marketing has proven to be a highly effective tool when it comes to launching a new product. Guy has graciously given us some of his time to share tips on how content marketing can be used as part of a successful product launch.

Hear his advice in the video below:

Here are some key takeaways from the video:

  • Start building your social media following the moment you decide you’re going to have a product, Guy suggests. It takes at least a year to build a solid following.
  • Position yourself as an expert in your respective niche by sharing excellent content. The idea behind this is after building a reputation by providing great content you will have earned the right to promote your product when it’s finally done.
  • Guy is an expert as not only leveraging his own platform to promote a new product, but other people’s platforms as well. He provides some tips on this, with the first one simply being to have a product other people want to be affiliated with.
  • Guy is a big believer in paying it forward. He helps almost everyone who asks for it, and they more often than not reciprocate when he needs a favor.
  • Guy has a unique process for launching a product. He crowdsources feedback from day one, long before the product is even finished.
  • Guy’s thinking behind giving away his content before it’s finished is that there’s always someone smarter out there who can provide feedback to make it better. He has received hundreds of suggestions from people that all help to refine the content of his books before they’re launched.
  • Releasing content in the early stages also helps to build evangelists for his products since they feel more personally invested in it. There is always tremendous word of mouth buzz when Guy launches a new book.

Please visit SEJ’s YouTube page for more video interviews.

Murray Newlands

Murray Newlands

Murray Newlands FRSA is an entrepreneur, investor, business advisor and speaker. Newlands is also an adviser to the Draper Nexus Network of Things Fund that invests in IOT companies. He advises entrepreneurs and start-ups on various subjects from funding to growth strategies. Newlands received a Bachelor of Laws and he is qualified as a Lawyer. He gained his Green Card by being recognized by the US government as an “alien of extraordinary ability.” Newlands is the author of “Online Marketing: A User’s Manual” published by John Wiley & Sons. Murray regularly contributes to Forbes and Entrepreneur. Murray co-authored Content Marketing Strategies for Professionals with Bruce Clay. Murray runs the agency Influence People based in Palo Alto.
Murray Newlands
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  • Ryan Biddulph

    Super Murray! The pay it forward advice is golden. Give freely receive easily.

  • Rita Mailheau

    Agree with Ryan. Crowdsourcing feedback works like having a humongous writing group. No man is an island, especially when it comes to writing. Even the great novelists relied on help from editors.

    Very cool.

  • michael ng

    Givers gain, pay it forward. Give give give give and later receive your reward.

  • Vivian

    1 thing i like about this post is about positioning yourself as an expert.
    How to position yourself as an expert? It is through sharing of relevant great contents.

  • frederick

    How does he receive the initial feedback and how useful is it if it is based on a product that doesn’t exist yet?