What is Information Marketing and Is It For You?

So I had no idea what to call this guide to be honest with you.

Information Marketing, Digital Marketing, Internet Marketing, Info Products.

So many names for what is essentially you generating an income by delivering information by way of digital products that generally solve a problem in the market place.

As James from Digital Prosperity puts it;

Information marketing is the process of creating, promoting and selling digital products which help to solve a common problem within a specific niche or “topic”. These products are often created in the form of e-books, video training courses, software, live coaching programs, audio interviews and more.

Wikipedia says that Digital Marketing is; –

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

And Webopedia says that Internet Marketing is; –

Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from websites or emails.

So with the above definitions in mind I felt that Information Marketing although not great for SEO purposes does in fact explain what we’re talking about here.

So now we know what it is, the question is, is this business model for you?

Very much like building an ecommerce business or a service based business, the beautiful thing about these business models are that they give you the option to;

  • Create something from your passions if that’s what turns you on.
  • Work from anywhere in the world (my entire brand motto)
  • Sell to a global marketplace
  • Get started with relatively low up front investment. You might need a few quid to get your website setup, get some graphics done, etc, but you don’t need to layout lots of $$$.
  • Depending on your goals you can diversify across multiple models and have several streams of income

It’s exciting!

However there is some downside!

Firstly it’s bloody hard graft.

There’s a lot of competition and so you’re going to need to work super hard to stand out or come up with an idea so unique no one else can touch you.

It can be lonely. Working on your own in front of a computer all day can really get you down so you need to ensure you have a strong network around you, either family or friends or a solid community online all on the same journey.

Your Lifestyle Business FB Group

What Kind of Information Marketer Are You?

In my experience there are two main types of Information Marketers;

1. Public Figure

This is the person who’s happy to be the face of the brand.

They might have named their brand after themselves or you’ll see their face plastered over everything they do on their site, on social media etc.

Case in point, moi!

My brand name is ‘Your Lifestyle Business’ but it’s clear I’m the face of the brand.

Here’s some more examples;

2. Person behind the brand

This is the person or more likely team who’s built a brand that’s more about the brand than the person, albeit they probably become quite well known as the creator of the brand without spending a ton of time promoting themselves.

Examples include;

Quick Quiz – Who are the famous faces behind each of the above brands? Come and comment in the group!

So it is quite possible to build a huge brand without actually being the face of that brand if that’s what you’re more comfortable with.

The Different Models of Info Marketing

There are quite a few different models of Information Marketing and lots of cross over between the different paths, but for simplicity sake I’ve split it into 4 main areas;

  • Educator – Courses – Videos, PDF’s, Audio etc
  • Author – Books
  • Affiliate Marketer – Recommends other people’s products
  • Influencer – Sponsorship, ads, speaking etc

So let’s break it down a bit and give a little clarity.


In this model your goal is to teach your audience how to do something.

For example;

  • How to tend their garden
  • How to make jewelry
  • How to Train their pets
  • How to get fit or lose weight
  • How to build a business

Hence why people in this space are regularly called the ‘How to’ or ‘Go to’ person for a specific niche.

Your products will likely be video courses, ebooks, PDF’s, audio courses, interviews, group coaching programs etc.

Examples include;

Amy Porterfield – Digital Course Academy

Amy Porterfield is the ‘go to’ person if you want to know how to build a list, create online courses and promote yourself via webinars.

Dana Malstaff (Boss Moms) Nurture to Convert

Dana Malstaff has quickly become the ‘go to’ person if you want to know how to grow your FB Groups (and also build a business while raising a child!)

Emil Parkarklis iPhone Photography Courses

Emil is the ‘go to’ person for learning how to become an expert photgrapher using only your iphone.

Marie Forleo B-School

Marie Forleo for many years has the been known for inspiring you to build a business & life that you love.

(Not affiliate links – ‘yet’).


Author absolutely could come under the educator banner also, and absolutely does! Both Marie Forleo & Dana Malstaff are also published authors.

But I wanted to talk about it separately as it is an income stream in it’s own right;

Examples include;

Mark Manson has fast become one of the most popular authors of the last decade with his fresh perspective on personal development. He started his career as a dating blog which over time morphed into his humorous and what he calls negative self help.

His blog gets over 1.5 million hits a month.

Steve Scott is an author who has written and published 42 books on the kindle platform earning him an average monthly income of around $45k / month. His entire focus has been on writing and publishing books on the kindle platform in the genre of small business & marketing.

Joanna Penn writes both fiction & non fiction and is also a New York Times best seller with her fiction writing. As part of her success as a writer she wanted to share her journey and so also runs her educational blog alongside her writing career.

So if you’re a fiction writer and wondering if that falls under the banner of Info Marketing. I’d put it more into the entertainment bucket, but you still have to follow a similar path to grow a brand to sell your books, so why not!

Affiliate Marketer

This model is about selling other people’s products and collecting a commission.

What I love about this model is that it’s a win win. You can both network with a like minded entrepreneur by promoting their product, and provide huge value to your audience by bringing them the best of the best.

This works particularly well if you’re in an over saturated niche which lots of products on offer. You become the curator of the best and both serve your audience while making great connections.


Here’s s brilliant video from the best in the business when it comes to affiliate marketing;



So this is a relatively new model, although previously influencers were referred to as ‘guru’s’, ‘industry experts’ & ’thought leaders’, but didn’t seem to have the clout the influencers of today have.

Methods of income include;

  • Sponsorship / Brand endorsement
  • Advertising
  • Speaking Opportunities

Please note, you do not have to have 166million followers or take photos of yourself in your underwear to be an influencer, although from what I can see on IG, the underwear part certainly helps! 😂

Bringing it all together

Any public figure who commands the attention of an audience is an ‘influencer’ by definition and therefore you could also sell;

  • Video courses, ebooks, audio courses
  • Books
  • Other people’s products & brands
  • Your own experiences by way of speaking engagements

And you could take it a step further and bring ecommerce into the mix selling your own line of products.

Some great examples of this include;

Rachel Hollis is an entrepreneur, an author, a speaker and everything in between. Her Start Today journal is one of many physical products she sells along with live events, books, programs and more.

Kaelin Tuell Poulin is a weight loss expert, an author, a speaker, and an inspiration. Her LadyBoss store sells programs, products, supplements and all sorts.

Jenna Kutcher is a photographer, influencer, marketer, podcaster etc. She sells programs, presets, sponsorship, physical products and more.

You don’t need to box yourself into a corner here. The world is your oyster when it comes to what you can expand into, just don’t try to take them all on at once.

The Information Marketing Path

So before we look at your business goals let’s have a quick overview of the path to building a successful Info Marketing Business;

  1. Know Your Business. If you read my story you’ll see that it took me years to discover my business and we’ll certainly talk more about this in this section, but remember, the Internet is just a tool for you to reach a wider audience. It’s not your business.
  2. Choose Your Main Home. In other words your main platform of choice. Will you start a blog, a podcast, a youtube channel, dominate IG or build a huge FB group. You might want to do all of these things, but where’s your main hub?
  3. Build Your Assets. What are you going to sell? How will you monetise your business? What will your market need and how can you serve them best?
  4. Grow Your Audience. What content will you deliver? How will you stand out from the crowd? How can you add massive value?
  5. Consolidate & Grow. Who do you need to hire to help you scale your business? What needs to be systemised and made more efficient to maximize profits? Where can you begin to diversify and increase your streams of income?

A lot right? Fantastic! That’s why I’ve created this guide, to take you through each of those phases step by step. With that being said, let’s get started!