 Hi, I'm George cow and welcome to this webinar. So in this video webinar I'm going to give you my summary and favorite insights and tools and practices from the book That's called content Inc. Content Inc. was written by Joe Pulizzi If you don't know who he is this guy Joe Pulizzi is the one who has popularized the term content marketing in recent years to many people he is sort of like the the leading authority on using content to grow businesses Right now, and so he this is his most recent book Great book. It's not a perfect book But it's a it's a really it's a very good book. I'm glad I read it and I'm gonna share with you my favorite insights now The one of the important things about the book is that it was really written for I mean it was written for several audiences which I You know it kind of makes things confusing sometimes But a lot of his ideal clients are actually, you know, bigger companies that have teams to do content marketing So I felt like a lot of the book wasn't really relevant for me or for my clients and probably for a lot of you Who are watching because I tend to attract people who are more similar to my clients So I'm going to translate the book and the strategies So that it's more applicable to the solopreneur and I'm not going to assume that you have a whole team and staff To handle your social media and your blog blog publishing and all that stuff, right? so I'm gonna assume that you don't have the resources to publish a Well-polished daily newsletter to your fans things like that so And the other thing of course I want to mention is that I If you followed any of my content, you know that one of the things that sets me apart from other marketing teachers is that I I value honesty in marketing even humility In marketing and just I mean I I take my spiritual values and I put them As a priority in my business activities and my marketing activities So I don't use lizard brain marketing like just about every other marker. I know does to manipulate They use psychological persuasion tactics to manipulate people into buying. I understand that and I And I know that people need money and they do those things because they need money But I really do my best to not do those things even though it makes me less money. I make enough. Greatfully But and and that's what I'm going to filter my presentation through through that lens as well I do believe if you are honest if you are transparent if you truly care for people rather than seeing them as targets to manipulate and to Control and and get them to pay and and all that stuff You can build a thriving and sustainable at least enough money for you My my my hero Gandhi right here He always says that one of the quotes is the earth has enough for every man's need But not for every man's greed and that's actually one of the problems I have with the whole marketing world but even the content marketing world and I should I should I should give a clarification the Content marketing world is actually typically seen as more benevolent than the typical marketing world I don't know if you knew that but typical marketing and sales is like You know use persuasion tactics to convert convince and convert and and to do whatever you can to get people to buy You know profit profit profit No matter if it's truly truly what they need it's just get them to buy The content marketing world is actually different the content marketing world says No, we we want to build an audience by giving generously our free content And of course we sell some content, but we 90% of it should be free and and even Ungated without opting in so that's from the content marketing was a kind of market was already more benevolent than the typical internet marketing world of sales funnels and Again, not sales funds aren't aren't bad completely, but a lot of the people who teach them are very manipulative, but anyway Content marketing world is a benevolent Version of the internet marketing world and yet I I still think that the kind of marketing world is is not Applying the the spiritual values. I think that you and I both hold dear which is the earth Has enough for every man's need but not for every man's greed and I would say the content marketing world The the the world of social media and the internet Has enough can produce enough livelihood for every person's need, but not for every person's greed So for example, I no longer try to get the biggest audience. I possibly can I'm very happy that there are a few of you watching and commenting here live and some a few more of you watching the replay But I realize that when you're watching me Your attention is on me I'm taking your attentional resources away from whatever else you can be doing and from other marketing providers Other marketing coaches that could could be could be support. You could be supporting their livelihood and their content and so I It's ironic because I believe in abundance on the one hand But I think most people miss apply abundance in that they think oh a bunch money is there's more than enough money for everyone actually Technically yes in the longest term possible, but in the short term or in the reality of things A dollar spent one place is not a dollar spent another place And so people like Brendan Richard and Lisa sassovich and you know Marie for Leo and and Tony Robbins I mean, they're they're great for some things But they're taking a lot of attention away from smaller providers like me right Because it's like if you're paying attention to them is spending money on them You're not spending money on me or someone else who could use the livelihood and so and so I that's my that's my one Complaint about the content market world is it's not Realistic in terms of what our dear friend Gandhi says is The attentional resources of the world have enough for everyone's need but not for everyone's greed so my goal here And my goal is different from this goal books goal is not to get you Infinite amounts of audience members and like you're you know, everyone can be famous No, everyone can't be famous because everyone's attentional if you're on someone's webinar if you're reading someone's book You're not reading someone else's book or taking someone else's webinar, right? So really interesting I hope for you. So let's get let's go into the book. There's a lot to cover here One of the quotes from the book content is what people want Marketing and advertising are what people easily avoid and that's sort of again the difference between the internet marketing world the advertising world and the content marketing world is content marketing world says we're trying to Bring generosity to people and if we bring generosity people They will decide eventually to buy from us, right? And another interesting statistic here is 70% of consumers prefer getting to know a business via articles Rather than advertisements 70% of consumers Preferred getting to know a business via articles rather than advertisements. So again another case another reason for the content marketing world so the basic model of This book and this the frame the content marketing framework is to build out and sometimes you'll notice I'm looking at my notes because I didn't memorize the book. So that's what I'm doing here And afterwards I will share my notes with you. It's 21 pages of notes And I um, I don't want to distract you right now, but underneath the video after I do this live recording I will um put the link to the notes. Okay So building out The the models to build out an ideal audience Who follow your what's called your content sweet spot and I'll talk about what how to discover that what that is Now the problem Against one challenge with the book right the content marketing world And I guess you could say that's one challenge with generosity if you make a decision to be generous You can't And I'm gonna tell it to you straight. You can't make money as fast as someone who Makes a priority in conversion and persuasion It's it's the reality of things Like again, I mean it is hopefully is not a shocker. There are plenty of ways to make money fast Okay, you can do it too, but you will be going get your conscience, right? And so the content marketing world says build your audience first Sell to them later Whereas the internet marketing world says sell build stuff to sell And then eventually build an audience so that your sales become easier. So it's sort of two different models The content marketing model though could take months or even years to build an ideal audience Before you understand them before you have enough people And you understand them well enough to know what truly is optimal to sell to them Now what's interesting is that the book itself contradicts itself Later on in the book which that's one of my complaints about the book is it first says, you know, don't sell Just build a not build on the audience first and then monetize later, but then the The book later says wait, wait, wait, but you do need to make money in the meantime instead of getting a job Try to try different ways of monetizing your audience from the very beginning and so it's That's that's that was a question I would ask the the author And so, you know one ken says why not create a hybrid model? Yeah, so I guess the book eventually comes around kind of to a hybrid model to say listen do both in parallel Build out in the audience, but at the same time keep Testing that's the key keep experimenting with different products online courses different ways of monetize Until you you you get there, but again the content marketing model still says even even though it's a hybrid We can use a hybrid. They still say focus At least 50% of your results are 50% of your if your energy on building out the audience sharing content generously okay, so the first step The first step is The sweet spot. How do you find your content sweet spot the thing the area? a focus where you could be the best or one of the best in the world in Teaching in advising in writing about Okay, that's the content sweet spot And the book has a confusing definition It says your content sweet spot your expertise or skill set plus your passion Some kind of something you're really fixated on personally or something that you're really passionate about societally Expertise plus skill set but but later on as I read more of the examples. I'm going to give a updated definition of what sweet spot is which is knowledge that Some kind of knowledge that that has clear value in society meaning people are spending money on that type of knowledge Or there's a passionate following. So you're not sure people are spending money. Well, no, I would say this I would say it's the first part of the formula is knowledge where people are spending money on it So they're either spend money spending money going to conferences on this topic or spending money buying lots of books on it Or spending money on merchandise So even if it's a passionate following like you follow some type of toy, right people are spending money on or some kind of Character in a movie, right people are spending money on books about that character or toys about that character Right. So so it's some kind of knowledge where people are spending money Plus, okay, plus the second part of the formula for sweet spot is some kind of communications skill set communication skill set so valuable knowledge plus communication skill set is Sweet spot and I'm going to define it further to to make it even more Specific but a couple examples from the book. There's a guy called the chicken with the chicken whisperer He got passionate about raising chickens in the backyard and he started teaching his friends about it He's then he created a local meetup using meetup.com that website meetup.com has dozens of local meetups in your area He created a local meetup to talk to answer questions about raising chickens in the backyard and so he he combined his His passion his knowledge area valuable knowledge area of backyard chicken raising with his communication skill of teaching Is really good. He was a really good teacher so kind of combining those two into Into his content sweet spot and so his local meetup got bigger and bigger and bigger It got picked up by the local news And then people started requesting more from all over the country and then he created a print magazine Which has now tens of thousands of subscribers. He wrote a book. He has the popular radio show now So like this whole thing from raising chickens in the backyard um Another example is chili claws This guy who's passionate about hot chili peppers And you mess it. Well, is that a valuable knowledge? Well, actually, yes I mean people spend money on hot chili peppers all the time, right? So valuable knowledge hot chili peppers plus he has a communications passion for performance art Um for actually he was a conductor. Okay, so that's that was this way of communicating or entertaining You might say and so he combined There's a there's an interesting video you can find on youtube Uh, um, you just go to youtube and search hot chili peppers orchestra or something like that But it's basically he was conducting an orchestra Like a Denmark like professional orchestra where everybody in orchestra was eating hot chili peppers while they were playing this song So you like listen to them playing and they were like As they were like playing this music amazing music. It's pretty hilarious But see that content sweet spot is pretty unique, right? um Another example lauren luke, uh, has a passion for The valuable knowledge is applying makeup makeup, right cosmetics plus she she enjoyed talking on video So she combined those two and she has Okay, as an example s. They lauder the popular cosmetics brand has 25 000 subscribers on youtube lauren luke has 500 000 So it's like 20 20 times what uh, s. They lauder has Okay, so just a couple of examples. Oh one more example. There's a company that sells pools and spas they install these things and they decided, you know during the downturn They barely could stay alive that that business. So they decided to take their valuable knowledge, which is people were interested in information about spas and pools And their communication skillset was writing blog posts. So the owner said, you know what? Why don't we take all the questions? Let's brainstorm all the questions that You know are that any perspective customer or customer could have about pools and spas any question And let's answer each question as a separate blog post And so I think they wrote over a hundred blog posts or eventually now they have think they have hundreds and so You know by doing that what happened was that they started to become the number the first page on google for all kinds of questions about pools and spas and their business blossomed as a result and so again Interesting hybrid models that they were already selling something but then they were very generously giving away knowledge about their area of expertise Um, okay, so Let's talk about Applying this, okay First you begin by brainstorming knowledge areas or skill sets that you have much more knowledge compared to the average person And just brainstorm a bunch because then you can evaluate later. Oh, is this something people are spending money on? You know versus versus not Um, and then the second question is what do you enjoy doing in terms of communications? Do you we I've given you some examples there Do you like to write? Do you like to do videos? Do you like to do you don't maybe you don't like to be on video? But you like to talk so that's that would be called a radio or podcast Do you like being with people in person? So facilitating in person meetings or maybe you like speaking at in person meetings Do you like do you have a passion to create a magazine? Um, do you have a passion to create some kind of cool event? So some way of of gathering people and communicating something that's a communication skill set. So And then third uh third question is what audience do you want to specifically speak to? Okay, and really I I've I invite you as you watch this to start taking some notes as I'm saying this You know what what's coming to mind for you? um So again first step is brainstorm that that more than valuable knowledge skill or Knowledge area or skill set second is what is your communication skill set? You might have to test out different ones to find out what you enjoy And then third one is what audience we specifically speak to Um, what are the pain points? Okay, what are the pain points and informational needs? of that audience That you could create content to address What will make them pay attention and want to consume your information versus other people's information? um You need to be clear enough about the audience to visualize him or her Okay, it doesn't have to be perfect clarity But need to be someone where if you describe them to me I could say oh I know someone like that. Oh, or oh, I know someone who probably knows someone like that So you need to have some kind of be able to describe that person to someone. Okay so um Okay, a great quote from the book. It was actually interviewing someone else not the author but This guy jbear was being interviewed and he he said 10 years ago You couldn't ever do say publish your own newspaper, right? How's that going to work? But today you can just say hey I'm going to make a youtube video every day about japanese whiskey And if you keep your nose in the grindstone eventually you can be the japanese whiskey guy and you could take advertisements You can give speeches and all those things can happen So really the content marketing model says if you're willing to put in the work You can succeed with a big enough audience and monetize the audience in some way Again, it doesn't have to be you selling coaching or selling consulting It could be you taking advertisements from bigger companies who want to reach your audience Which happens a lot sponsorships all that kind of thing, right? so um Now Important thing about content marketing is that focus is important because The old idea of marketing is really thought about as local, right? Like You know locally if you try to reach people locally you want to try to be Many things to many people because there's only a limited number of people locally But when you're using content marketing and you're doing things online The irony is it's not being many things to many people you need to be as specific as you can To a specific type of person because when you're online Suddenly whereas locally you might only have 10 people who fit a very specific profile Online you have 10 million people who fit that very specific profile and they're searching very specific words To find solutions to their problems and if you're being really broad in general on your website and in your content Google google and other search engines and other people who remember you are going to be confused Oh, yeah, what does she do again? She does all kinds of stuff So I don't really remember but if she's really focused like oh, yeah, she does this for this type of person That's much more memorable So again when it comes to content marketing online Focus actually gets you more attention Than being broad so really important specific problem for specific type of person Okay, the second part of the model now that you've you've Thought about the sweet spot is now you need to create a content tilt a content tilt But by definition in this book is the way that you kind of frame your your sweet spot in a way That's pretty unique in the world so that you can again be more focused And be more unique to say ah you are like the best in the world for this okay, so The content tilt let me give you a further formula So we talked about your above average skill or above average knowledge area meaning you're smarter than Most people in this particular area or that you've more experienced. Okay plus now i'm going to add to the formula now plus um your communications skill we talked about that already your communication skill said plus Your style or values or passion? Your style which is actually already Existent but I wanted to make you aware of that be yourself Because your own self your own way of talking like I on webinars and tend to talk with a lot of energy Whereas my colleague, you know, tad hargrave. He has a different style for people who like it He's much more, you know calm, you know kind of his voice is like this And some people really need that some people really like that whereas if you like a higher energy You tend to like my webinars better um So your style values or passion my values, of course, as you know are very important to me and make me unique plus Some kind of unique strength or characteristic compared to your niche mates Some kind of unique strength or characteristics compared to your niche mates now That might be similar to the styles via your passion, but I wanted to highlight that so for me my my unique strength Has changed over the years compared to my niche mates when I first started my unique strength was that I Was my unique strength was that I made social media simple That was how I began like that's how he was oh you want to learn social media You want to have it simplified talk to george because he's really good at making it simple But over the years now my unique strength compared to niche mates is that My my values it's like oh wow like it's you can hardly find anybody else bringing Willing to bring kind of spiritual values into marketing and lots of people say heart center and conscious and Authentic, but they're not really I talked to george because he's actually applying Like gondies gondian values to to marketing and business, which is really radical So, you know it you have to find and then the final part of the formula is your audience Your audience will make it unique. So for example It's I I'm getting clear and clear on this myself over the years I used to be hey, I talked to any small business person about social media, right? And about marketing and that's a that's that's way too broad of an audience. So I got more focused now I talk I have in my mind A type of therapist or coach Who has clients and wants to expand their platform in an ethical and and way and in a way that's more energy efficient So not working, you know, it's doing such such busy work, right? So it's it's sort of you got to get clear and clear on your audience And then by the way, it's not that you can't serve people outside that audience because I know a lot of you watching this Aren't just what I described But if you have a particular audience your content will be more focused They will be able to find you better and what's interesting is that people outside the audience Some of them will actually find your content more resonating because now you're you're It's it's like this if you've ever been in a room with a really really good speaker A good lecturer speaker what you'll find is that the speaker will look at one person And talk to that one person for like five to ten seconds like really intently like speaking to that one person And then the speaker will look at another person in the room really intently and just talking talking with them really resonating with them And then you know, if you're lucky, they might look at you But even if they don't look at you when that speaker is looking at one person The whole audience is resonating because that speaker is truly resonating with someone Not kind of glazed eyes glazed over talking to the whole public. Does that make sense? Same thing with your content marketing. Okay, let's get going. I'm going to keep going here Make your content the aim is to make your content indispensable Make your content indispensable In other words Your content is the best. What it's the best research in your industry on your topic Is it the best how-to teaching? Is it the best entertainment value? Is it the best? What? Okay, and also Who is not getting the information they need to make the improvements that you think people should be making in their lives Who is not getting it? What kind of information are they not getting? You fill that hole You can fill that hole and become the indispensable content source in your industry for your specific niche Does that make sense? Does that excite you? I hope so okay I'm going to I'm going to Skip a few things because I want to focus the webinar on some things that need more explaining But again, I have a lot more notes for you Later on when you when you read my document here so okay, so One of the things that confuses people which I may unfortunately have led to some of that confusion is well Should I create content that everyone is searching on so using keyword planner and Kind of google search tools and key search engine tools to only create content that's being searched enough well This book helped me clarify some things about that and and this book gave some great examples where If you are really passionate about a particular phrase Really passionate about something and you can envision yourself being the champion of that phrase that like Maybe you have a phrase to describe your focus that You really resonate with and that when you talk to people they resonate with it pretty like when you talk to the right people To your ideal audience they resonate with it pretty quickly Okay, if you get a yes on both fronts and a third yes, which is I want to champion this phrase for the next 10 years Okay, I want to champion this phrase for the next 10 years Then I don't care if there's not any google searches on that phrase you can be the one to start the trend So a couple examples The phrase spiritual marketing Nobody was searching that until I think about 10 years ago Joe battali, which I have to say I really disagree with much of his marketing because he uses the term spiritual and things like that But it's very manipulated in my opinion Joe battali wrote a book called spiritual marketing And if you look at google trends for that phrase it's like nobody nobody nobody searching and suddenly fit Like he wrote the book and he created the trend and it was it was like pretty even for a while And now it went down because nobody he the book, you know Became passe and nobody started use that term again. I might start picking that term but it's like and then another um Well another another example inbound marketing I'm using examples from my industry because I because I know my industry better inbound marketing Nobody was searching that term it's a brand new term until hub spots started using it several years ago And boop it put it on the map and that that term is now going up Because they popularized that term people are same thing content marketing Nobody knew what that was even 10 years ago five years ago And then content Joe Pooley's he popularized it now it's going now. It's very popular. And so Again, you can start a trend. Okay, you can start a trend Okay, um All right, so Here's here's um, here's a important Advice piece of advice. It's that you can you will find your content tilt over time You don't have to spend the next 6 to 12 months trying to figure it out by doing journaling and I always I always say that too many of us do too much naval gazing Naval gazing, you know, I just like journaling all day long trying to figure out what our perfect niche is journaling for months and years The best way that I the best advice I have for you for finding your calling Is to go out there and help people If you want to find your calling what you're meant to do on this earth and what you're meant to be known for Go out and help as many people as you can Talk to as many people like real people. Don't just You know Journal, okay And talk to your talk to your angels, which I believe in but you got to talk to real people The universe Is talking to you about your calling Through other people not only through your own insights, but through other people. There's a reason why other people exist You know in your life is because they are top their mouthpieces are mouthpieces for god Okay, collectively So you got to help a lot of people talk to a lot of people and keep changing keep changing Until you get clear and clear. It's more like a spiral You get clear and clear you keep coming back around but you get clear and clear more and more powerful reaching more people Okay, your content tilt isn't a one-time project. It's your sweet spot is not a one-time project. It's an ongoing discovery All right, so All right, let me go let's go down to Building the base. All right, so this is the next part of the model We talked about sweet spot. We talked about content till now. We talked about building the base And building the base is the idea is you start with one platform That you say this is my headquarters. This is my central content headquarters now you may need to experiment with different things until you decide what that one platform is so for example, I Um And by the way, your one platform may change over the years Like my one platform in the beginning of my business was webinars that that was what I was known for I was teaching two to four webinars for different audiences every month And people knew knew me for that but now my platform in the past two years has changed to Short videos. That's what you know, people aren't know me for oh, yeah, george. That's those short videos about marketing, right? So But some other people like for example zen habits, you know, one of my business heroes is leo babalta His platform is his blog. That's his one platform another example ted Ted talks, what's their platform? their one base platform used to be in person events the ted events and everything came out of that And now their one major platform is that the the ted videos the ted talks, right? So different platforms another one A colleague of mine Infinite earth radio, okay that their one platform their main platform is their podcast and they want to build summits around that They want to you know, write books around that so what is your one platform? Like make that there is power in focus Even though you might do different things going forward If there's power in saying, you know, this is my one place that people can find my newest and best free information What is that one place? focus on that, okay And according to the the content marketing survey by this by this institute 2015 content marketing survey the most popular content types I'll just kind of listen through quickly because again, they're my notes Articles are blog posts are number one. That's most popular in terms of like the top platform second one is email newsletters third is videos Fourth is in person events fifth is reports or white papers Sixth is webinars seventh is books print or digital Eighth is printed magazines nine is audio programming ten is printed newsletters So again, just kind of give you some ideas for what I mean by one platform, okay And I'm going to add a couple that weren't in the book in terms of base platform is infographics Some people get known for creating these great graphics that has described information, right? Okay, so How do you know which one to make your main platform? Answer these questions? Where you test out a bunch of them, right? But as you test things out, you ask yourself Where does my audience hang out? And you might even want to ask ask your ideal clients Where do you consume information? Do you prefer to read email newsletters? Do you prefer to look at Facebook? Do you prefer to watch webinars? Do you prefer to listen to podcasts? What do you prefer? Give them choices and then have them moat, right? And then second important question is what do you enjoy doing? What do you enjoy doing? Okay, what do you enjoy doing? Um, third good question is what are you getting good feedback on? What are you getting good feedback on? Fourth question is what can What can you commit to doing consistently? for at least One year because it's typically takes at least that long one to three years actually to to build a content marketing platform um So for example for me, I committed to doing regular videos for at least one year So there you go. Um What can you what can you do regularly enough that builds a community? Okay, so for example monthly is is kind of stretching it I mean a monthly event could be a community build around it But that would be like an in-person thing But like a monthly newsletter, uh, that's not a base platform Okay, that's from I have a monthly newsletter, but that's like A side thing for me my main platform like a daily thing is what I do now twice two videos a week Which is enough to build some kind of momentum in a community around And and finally, what can you imagine being the best in I mean it might you might not be great at it right now But you you're so passionate about that communications channel that skill set that you want to become one of the best in it in your In your in your industry Okay, so there's there's ways to come up with content Lots of different ways that I'll let you read in the notes But one thing I want to do is talk about an editorial calendar And then and then we'll kind of we'll end the webinar talking about monetizing the audience etc. So For the editorial calendar I've actually created a tool That I want to share with you And so the tool I'm going to actually share my screen. Hopefully you'll be able to see it just fine Um Okay, there's the screen here. So you're gonna see my screen in just a moment Okay, so this tool Uh, I will I will teach you a bit how to use it and by the way, I'm going to Yeah, I'll just I'll just I don't have a lot of time in this webinar So I'll just kind of go through the basics of it if you want more in depth I'm going to be teaching an an entire content marketing course Um, it'll be a six hour course that I'm going to be teaching Uh, actually starting in a couple of weeks and I'll be going over this tool in even more detail So when you come when you come to this tool, basically what you do is you click on use this template And by the way, this tool requires that you're logged into your google drive account google drive is free I use it every day for all kinds of things. So be sure to use google drive First and then you come into that you click on the tool When I get when I give you my notes you basically click on the link in the notes And then you click on this link which will bring you over here to this tool and you click on use this template And let's walk through it briefly When you click on use this template, what's going to happen is it's going to make a copy of for you That's going to be a private copy just for you And you can do anything you want to delete things erase things change things. Okay So in this tool, there are three tabs. There's content tracking. There's keywords and then there's annual overview. Okay So content tracking. I'll kind of walk through it first This is where you put the topic or headline and uh, by the way, I'm not I'm not I um I'm not doing Text wrapping if you want text wrapping you just click on click at the top Take a click at the column top and click on this text wrapping thing and make a text wrap Okay, if you want to do that, um, do you want to see everything? But if you don't text wrap, that's fine It'll basically just have to click on it and then Well, actually, no, I think text wrapping is a good idea in this case. Okay Um current status, you know, and basically if you want more details, you can move your mouse over the Um, the the cell and see what I mean by these things Okay, and the cool thing I I've done is I've created a formula that's automatic and then um, It'll give you colors so that over time you'll be able to see what is getting the most um What you'll get the most uh What you're getting the most engagement from so the the darker colors is more engagement than The lighter colors so that's that's automated already So what you need to do to get get this automated formula is to put in your Total audience and likes after one week each time. So But what is total audience? This could be wherever your main platform is. So right now my main platform really is my facebook Fan page. That's my main platform right now People know that that's where they get the newest My newest content about business and marketing and so every time I create a new video I will write down how many fans I have that day So I'll just give you another example, you know, let's say it was 32 25 or whatever and then after after now let's say I made a video blah blah blah and then um After one week, let's say I got you know 10 likes So that the the formula will show up right away so that it'll automatically color based on the averages Anyway, I'm kind of proud about this formula as you could see All right, so initial post is when you made that post repost. Oh, by the way, these are formula These are automatic too. So I'll show you where to put that later keywords is um, it's really important Um, I have a whole tab about keywords that gives you some a lot of instructions Okay, instructions and resources you can just move your mouse over these cells and then there's instructions and resources Remember that there's some cells have have more you can scroll down. Okay So keywords are really important. Again, I don't have time to cover that in this webinar I could I've I've taught a whole course that included a lot of keyword type of instructions. So That's my optimize your offerings course. You're interested. You let me know I can show you where to get the course for free or to buy it if you want to Call to action basically one of the Key learnings of this of this book is that for every content piece have some action that you're asking audiences to take It doesn't have to be hey buy my thing every time But it can be hey if you if you're interested in subscribing This is like my my key action In each one of my content pieces as you can tell if you go to my book I'll just click on one of my content pieces You can see what I mean by that is my my key action At the end of each each piece is I always have um, oh, I guess I have two actions here to comment on facebook click here, but um Usually I just have this to receive George cows best articles go to Okay, so basically when they go there they have the option to subscribe to a monthly or weekly newsletter that gets them My my best articles on a weekly or monthly basis. So You could do download Another type of resource you've created that could be the call to action Could be to buy something to Explore your services to be to add a testimonial for you get creative on what you're asking them to do next That is a win-win. It's a win for them. It's a win for you. So what is that? Okay Date created this is okay. So these are This is basically like what kind of what kind of thing what kind of content pieces This is a text piece primarily or as a video piece I know I have text for all my videos too, but they're primarily videos So I kind of put the date when I created them in here under the video section If you wrote a blog post that you would put a the data the blog post under the text Is in an image instead is what's the primary thing that it is? Okay And then here is the course lesson number. So my primary kind of Paid my primary like where I put my very very best information is in my courses now And I have four courses georgia productivity optimizing your offerings consistent content and authentic enrollment, right? So I'm going to start putting my okay I'm going to put this into lesson 5.1 in this course or whatever And I just I've I've made an automatic color coding. So, you know, if I put this in lesson You know 1.3 or whatever then it'll just automatically so I kind of see a color coded. Oh, I'm way heavily on the georgia productivity side I should create more content on this or this or this so this is kind of giving me some Some sense here and you can change this And I mean if you instead instead of creating courses if you want to write books You want to write a new book every half year, right? You could you could put your book titles here and then say oh, I'm going to I'm going to put this idea to this book or that book Etc. But have some kind of premium place Where you might say you have two main platforms. The one main platform you have is kind of your more daily or weekly Where you share your daily week content and then your second main platform is where you do something less regularly But it's more substantial for me. It's teaching courses for you might be writing a book For or coming up with a keynote talk or whatever it is. So this is what you put here Okay here initial posting dates. So this is what you put This is where you put the date for when you put That piece of content where So I am just can you believe I'm just starting my blog this year seven years into doing being a full time Marketing coach. I'm just starting my blog this year. So that's why I don't have anything in the blog section yet But I'm going to start putting I'm going to start rewriting things and adding them to my blog So for example, once I rewrite this one and add to my blog Let's say it was March 1st, then I would put March 1st here. Okay, and then if I decide to to to Actually that's not initial posting. Sorry I the initial posting was when I first before I rewrote it You know when I first wrote it the very first time or when I first recorded it Where did I put it and put the dates there? so I I I When I first did it I put it on my facebook fan page and then I also put it on linked in as a status update I put it in my monthly newsletter. I put it on some other channels And then here's the repost date. So let's say I were to rewrite rewrite this idea and then to repost it I would put it in on my blog and I would just basically put and basically this is kind of like a I don't know. I have automated formulas here. So if you if you put a date, it'll turn color to kind of Give you some sense of uh, how how much you're you know, like some kind of visual indicator So here is where you repost things to your blog like you've rewritten something you put on your blog If you've rewritten something you want to put it on some resource page on your website That's that you put the date there for that. So by the by the way, if I put three one here, for example to go back earlier The automated the automated things this will automatically put three one as a result So these are formulas just don't don't mess with any of these cells These cells will automatically show up if you put the right information in Here in this section of initial posting and also read repost dates. Let's go on to key words. Um, you know, I'm not uh, well basically Key words are where The question is this what questions Are your ideal audience? may be searching on google And youtube and other search youtube and other search engines that you want to be found for What questions are they are they having asking themselves? That you want to be found for or or what questions are they asking other people are their experts that you want to be found for That's the best definition of keyword in my opinion a keyword is not just one word It could be a word a phrase or an entire sentence or question Okay, that's the technical term is keyword, but it's not typically just one word um And then google monthly searches you find that from google adwords planner keyword planner Okay, that's number there data the most recent ranking dated previous ranking. This is basically actually I think it's best if you um, I'm gonna put this I'll do that later for my template too What is your most recent ranking? Uh, you you you just google you google that keyword and see where if you show up Maybe it's a result number 35 or whatever and put 35 there Um previous ranking so if you don't have anything but next time you update you update the ranking You realize oh now i'm 25 previous one was 35. Okay cumulative increase or decrease over time the cumulative increase here was 10 But you'll you'll see the instructions here. Okay when you hover over the cell Google. Okay. Whoops that really should be over here google monthly searches data the most recent ranking Okay, I I did the previous one. I I tested on 221 and now I tested 3 1 and already changed probably doesn't change that fast But just kind of give you a sense which url actually ranked which one was number 25. Okay, you put that url there Okay, and then annual overview is basically where if you want to have you don't have to you don't have to fill everything out By the way, okay, this is totally optional But if you if you have a sense of okay, i'm gonna be launching certain things like i'm gonna be launching my next program in april Okay program launch program launch then you got to be more Aware of ah then maybe several weeks in advance I'm going to start posting content that are related to my program launch that makes sense. So that helps you to plan things in advance Okay, or maybe there are certain holidays that your content makes sense. Maybe if you're a relationship coach, right? And valentine's day is important then you know valentines We don't you put you put that into here so that you're like, oh, yeah You got to really do a big content campaign in around these around these weeks or something like that Maybe you have some other deadline. Maybe there's a there's some conference you're attending that you want to Show up and be more noticeable in front of the conference attendees and you kind of so this helps you plan Basically, what kind of things are happening? in your business All right, so i'm going to stop my screen share you'll get the access to that tool later in the notes and Here we are back here Okay, so um All right, the next section of the model is what he calls harvesting audience and the term harvesting makes me cringe. It's like alien invasion and they're harvesting human organs or something like that, but Harvesting audience what he means by that is He he says that content marking Like the number one reason you should do content marketing is to get email subscribers now. That's um Uh, I disagree with that. I used to by the ice teach that I used to like for several years and I taught that uh, but now I I kind of disagree with this because the um I don't believe in as you heard in the beginning. I don't believe in getting the biggest email list anymore I used to have 15 000. I was building building for several years. I got 15 000 email subscribers and I recently deleted 13 500 of my email subscribers now I have 1500. I'm trying to stay with that Uh, I deleted the people who hadn't clicked on any of my emails for the last six months and my peers think I'm crazy But um, that's what I did. Um I want to have a small but engaged audience and have just enough enough money enough You know enough, uh, a tiny little waiting list perhaps but it's um I do think email subscribers are important, but I don't think that should be Such a priority where you start doing pop-ups um, and by the way, uh, just taking a pause here If the live attendees can tell me am I still my showing up. I haven't seen any chats in the past 15 minutes or so, so please do please do chat ongoing To let me know that I'm still showing up correctly And uh, what's what's interesting to you? I'd appreciate that Okay, so basically again the number one priority says the author For all your content is to get email subscribers, but as a result, you know This this means using pop-ups on your website To like oh you want to subscribe and we've all seen pop-ups on websites And I don't know about you, but that makes me really annoyed to see pop-ups It also makes me really Suspicious, I don't know. I mean whenever people Are like doing everything they possibly can to get me to subscribe to their email list Uh, they'll do which I used to teach and I used to do which is I used to do dozens of webinars a year And every webinar they were required to subscribe to my email list They didn't know they were subscribing and that's one of the tricks of the webinar world is Join this free webinar, but what they're really saying is Join this free webinar And I'm going to start marketing to you to your email address going forward until you unsubscribe And most people are not organized enough to unsubscribe So that's how they build a huge email the same thing with virtual summits To draw my virtual summit, but really I'm trying to get you to market to you over time I don't think that's transparent anymore. I used to do that. I just teach it I no longer believe in it. I don't think that's transparent. I don't think that's honest So what I do is I'm honest with people and I say Hey, all my content all my free content is available on social media. You don't have to subscribe to anything Just find me on social media get all my free content But if you want the convenience So this is how I frame if you want the convenience of making sure you don't miss my best content If you want to see what I think is most popular and what I think is most important You can subscribe to my email newsletter and I will send that via email on a monthly or weekly basis. It's up to you And if you want to get promotional messages like focus like I'm going to sell you my services or my products or current courses That's a separate email list and you have to like thoughtfully join my launch list to get my my Calls to action to buy stuff spend money with me. That's a separate email list So I'm radical in my industry And I'm hoping more people will do that because I would prefer that myself um, and anyway, so that's that's that's my Modification to the strategy, but Based on what this book says the most valuable Subscribers, there's a hierarchy and he says the most valuable are um email subscribers Uh, second is print subscribers. I don't think any of you are big enough business to start doing print magazines But print subscribers third one is linkedin connections interesting He says that twitter subscribers for itunes subscribers is five five six is A tie between medium tumblr instagram and Pinterest Seventh is youtube and eight is facebook fans interesting hierarchy. I would actually put um facebook Followers on your timeline on your personal facebook timeline. I would put that Above twitter subscribers. So that's not he doesn't have that in there, but I would I would add that okay, so Um Some ideas for email newsletters even want to start one is some again. This is You know Based on people who have more resources and then then we do a daily email newsletter Based on original blog posts every single day. Okay, so that's some some people have time energy for that or a team for that A daily email newsletter curating the best information in your industry and your niche Again, these could be doesn't have to be daily. It could be weekly Weekly I think there's a good rhythm by the way for an email newsletter monthly is a minimum Rhythm for an email newsletter Weekly is a nice average rhythm Daily is a little in my opinion too much okay, um, I'm going to Go on to they're going to keep going and I know this webinar Uh, we'll go long a little longer than an hour So I hope if you need to get going those of you who are live do but I'm going to keep going so I can Share with you, uh, the rest of this information here The next part of the model Okay, so we've talked about your con your sweet spot your content till you talk about building the base on your main channel And I remember I clarified that there should be two main channels. One is your daily or weekly Uh, and then the other one is your premium sort of your your occasional like online courses or e You know ebooks or something more substantial kind of two main channels We talked about harvesting your audience, which is doing what you can to get them to subscribe Um, so that you can keep and keep in touch with them with more Regularity that's the point I've had in subscribers It's actually building a community because without subscribers, you don't really have a community um so The next part of the model is diversification Okay, diversification is basically now that you have your Two primary channels as I've said now it's time to diversify So that you can meet your ideal audience in different places instead of just On so I've already diversified right so I really started Uh focused on my facebook fan page And then now I've diversified so that people can find my content easily on youtube on linkedin on on uh medium On twitter on google plus on my newsletter So I've diversified quite a bit but but here's the key teaching in the beginning Do not overwhelm yourself with diversification yet This is why there are these steps in the model you first build your base Later you diversify If you're trying to do all these different things no wonder you're feeling overwhelmed And overwhelm is less focused and less focused is less power in your business So build your base with with the pride. I mean right now you might be testing different things. That's fine But quickly focus on what's that one thing And then focus on that channel, okay? all right, so Uh diversification and uh, yeah, yeah twitter right people can also find me on twitter as well That's one of my diversification. So according to this book and I and I think there's wisdom here there are three Channels that as a solopreneur as a Someone who is you know building your own personal brand You know, you don't have a team but you're solopreneur. There are three main channels. You want to eventually diversify into One is blog So even if you're doing videos and all these different things Eventually you want blog to be one of your primary channels and that's what I'm seven years into it Okay, I think that's too late. Don't take seven years to start a blog, but seven years into it. I'm now starting a blog So blog is number one Because that's where you're really found by search engines Search engines love blogs. They just love regular changing dynamic content on websites That's what I don't have right now on my website and I kind of regret that so that's why I'm starting this year um blog number one Number two is book a book will truly solidify Your credibility in your industry and and I am so you know, I guess I you could say perfectionistic or caring about my content That I I don't feel ready to write a book yet. Even though I've been I've had over a thousand clients and Um, I'm gonna be I'm gonna be publishing my book probably in one to two years. It's my it's my goal But right now I'm doing online courses. That's my second channel is online courses But a book is really what will solidify your your credibility. That's what people will say. Oh, that's an expert That's an authority in that industry because she has a book. Okay, and then third is speaking That's the third main channel you want to diversify into speaking at conferences Speaking at different events speaking at summits could be offline or online speaking But offline is really what they're talking about here But online speaking is a nice and a first step into speaking. So but the thing about speaking is most conference Hosts or event planners won't even consider you until you have a book So really should go in that order of blog book and speaking Okay, not that you can't ever speak until you get a book but You won't get a larger speaking venue until you usually until you have a book um The my notes the book has some wonderful, uh book writing tips or book publishing tips So you'll see that in my notes Uh including the elements of a book proposal you can self publish But even if you self publish it's good to write a book proposal So you can get more focused on what you're actually going to be writing about um One key point i'll bring forth About the writing of book is that Too many people write a book. That's kind of memoir style. Oh, these are my journeys This is my journey and you know people are interested in my journey well People want to read a book to get something out of it And so unless you're famous your your memoir your journey is not going to be of much interest to people But if you're if they're going to learn something that they can apply in their life If you focus on some kind of action behavior change And you make that book focused on that behavior change You'll get typically get more People interested in your book Okay, uh the the the the book my notes also has some some good tips for your speaking career So how to how to get book how to get uh Booked as a speaker Okay, and then Some some tips on how to uh reach out to influencers so that you can work with them to create content or Show up on their blog etc some tips in there. They're very obvious the readable So i'll just share that with you i'll spend the last few minutes of this webinar talking about monetization Because i know that that's what a lot of your a lot of a lot of people here are interested in monetization so monetization is Now that you have built an audience and of course later on in the book He kind of contradicts himself and says no no no you should monetize since the very beginning Even though in the beginning he says no no no don't monetize until later now he says no monetize since the beginning basically, let me give you Uh a quick rundown of ways To monetize now that once you have some semblance of an audience, okay One is usually the easiest ways to get going Now that you've built an audience of people who trust you for your expertise It's very natural to say if you would like to go deeper if you would like customized support If you would like me to handhold you through the transformation that i've been talking about I'm available for that and you can hire me for as a coach or as a consultant. What's the difference? A coach and okay. This is my definition A coach is someone who tells you what to do But doesn't do it for you Consultant is someone who is with you as you do it or maybe they do it for you Okay, so that's difference Therefore a consultant spends a lot more time with you than a coach So a consultant typically sells like a package Maybe a couple thousand dollars a month to like really implement things for you in your business or in your life Handhold you through a lot of it and a coach typically charges a couple hundred a month To just meet once a week or once every two weeks to give you their Insights into okay. This is what you really should be doing next Okay, second way to monetize is premium content. So this is selling a webinar Selling an online course selling an e-book Okay, or selling some kind of downloadable template. These are all premium content third type is subscriptions Subscriptions some people call it membership websites are where someone pays you on a monthly basis In order to get your premium content like new premium content every month Maybe they get additional benefits like oh a q and a call a group q and a call That's just for the members or oh a guest speaker. That's just for the members Fourth is events So you could charge for offline events or online events Fifth is traditional advertising and sponsorship. So a lot of people don't realize this like when you build a bigger audience Okay, when you build enough of an audience doesn't have to be big but it has to be Big enough that a larger company would take notice to say oh You've got you've got 20,000 email subscribers. Oh, okay Uh, we would like to um sponsor one of your email newsletters You know and maybe maybe eventually you you do have a daily new email newsletter If you have a daily email newsletter, imagine you have a different sponsor for each daily newsletter Okay, so that's an idea for for for um advertising and sponsorships Oh another way is If you have a good size blog following you can approach a bigger company to say hey Your company like your company's product and services would be of interest to my audience So why don't we co-create a blog post together? That would be something useful to my audience So not a sales post not like hey, this is why you should buy this But it's more like this is something that this company has some expertise in and I have some expertise And we're going to join write a blog post and of course this blog post is sponsored by this company and you All you all ever ought to check out the the products of this company. So companies will pay you for that too and the great thing is if you co-create Content with a bigger company Chances are they will share that content on their platform too and you just have gotten some more um audience members, right Okay, so Actually that would be number six native advertising is really not by the thing but And not just this newsletter was sponsored by this but native advertising is when you when when it's like product placement So you're writing a blog post and you mention a company because they've paid you for that So that's native advertising Or and again co-creating a blog post together. That's not particularly for sales There are a whole list of revenue ideas In my notes from one two three four five six different businesses For example, the content marketing institute, which is the business of the author of this book. They have 11 revenue sources event attendee sponsor event sponsors um online trainings Sponsorships of online webinars book purchases podcast sponsorships. We have all these different different revenue sources So i'll let you look through that Okay, and um One final word is about goals. Okay, just two minutes on this I like that the book recommends we write down Our content marketing goals To say I would like to build an email subscriber list of this many like being specific about the number So that you don't run away from it, but that you're honest with yourself Like this is what I would like to I would like to build the email subscriber base of this many subscribers um, it's really really uh helpful because when you write down a specific number Magic starts to happen Actually, no important when you write down a specific number And when you review it regularly Every time you work on your content marketing review that number Magic starts to happen your subconscious Unconscious mind will be working a lot to give you brilliant ideas and courage and strength and What will seem to you to be luck? Well, we'll create and like oh, how can you know I can approach this person like you wouldn't have thought of that until you You're specific about your numbers So just write down at least one number for your content marketing goal And I'll add to what the so I'll just say okay write down your goals. You're at least one content marketing goal Secondly Write down specific steps or your strategy of getting there. Don't just say I want to you know, I want 1500 email subscribers Okay, what's your overall strategy to get there? Okay to do that I'm going to create a daily blog post or weekly blog post and at the end of each blog post I'll encourage people to subscribe but they want my best content on a weekly basis So so to have some kind of strategy where you can see yourself like okay if I do this I'll eventually get there so in other words what I call your process goals Okay, your your milestone goal write it down your number your process goals What are you going to do to get there? Third is review them review those things review your number and your process goal regularly At least once a week. It's a very minimum. Okay Four is be open to editing your goals Just because you review them doesn't mean they never change It means that you're open to editing them as you go So with that, I'm going to let you go. I hope this has been useful for you I would really value if you could write like a sentence for why this video is worth watching Especially for those who are attending live so that I can say hey Watch this video because these people said this about about this video Of course, I will put the link to to my 21 pages of notes In underneath the video as well or wherever I share the video. I'll include that And I wish you authentic success In reaching your your your content marketing goals, but also your business goals and remember That the the internet has enough for everyone's needs But not for everyone's greed so Make a realistic and and sustainable Goals for yourself and just pursue those goals with with diligence and with consistency And with willingness to experiment And you will reach your goals So I wish you the very best and until the next webinar until the next video. Be well