Content Marketing Machine Strategy – Create Great Content Fast & Syndicate It (Insiders Breakdown)

Hey, everyone! Jason here, digital marketing consultant,
and in this content marketing strategy guide, we’re going to be going through the seven
steps of building a content marketing machine that can help you consistently pop out content
without hitting burnout. So we definitely gonna talk about how to make
sure how you can keep going with your content without hitting that inevitable burnout that
a lot of entrepreneurs and content creators hit.

So make sure you check out the time stamp
table of contents in the description along with some other helpful links that I’ll
be referencing throughout this guide. Now before we dive into these seven steps,
and the good news is some of these steps you only need to do once. We’re building your content machine here. We need to talk about the number one key to
success when it comes to content creation, and that is choosing one platform. So, when you’re just getting started putting
together your content marketing strategy, you need to choose one core platform, one
core medium of content, and then everything else will syndicate out from there. When we get into one of that later, building
blocks, you’ll see how you can take one piece of content and actually syndicated it
across all the other channels that are out there.

But we do need to make sure that you choose
one. So there are three to choose from that I recommend,
number one is WordPress – writing; number two, is podcasting or audio; and number three
is video. Now obviously personally, I think video is
the best place to go. It’s not really the future, video is here,
and it’s here to stay. So if you’re not comfortable on video like
the other ninety nine point nine percent of people who start video, and you don’t ever
think you want to do it, then you can look at podcasting. And then for some strange reason you never
want to record your voice, then you can look at blogging. But I’m just going to add upfront here,
blogging is the hardest one out of these three.

Video being the hardest to get started but
you’re going to see the results the fastest. And this content marketing strategy is going
to apply irrespective of which one you ultimately choose. If you do text, you’ll be at WordPress. If you do podcasting, of course, you’ll
be at iTunes and Stitcher, or whatever or other app the people wanna use who listen
to your podcast.

And then of course, if you want to do video,
then YouTube is the way to go. So once you’ve chosen your platform it’s
time to talk about, what type of content to make? Making an actual content plan. So there’s a link in the description that
actually walks you through how to put together an ideal customer avatar. But for purposes of this content marketing
strategy, I’m going to assume you have a rough idea of who you want to make content
for. So let’s go ahead figure out what type of
content to make and there are only two questions we need to jumpstart our planning process
so we can create our content calendar, and also, come up with an endless dream of content
ideas.

So you never sit down in front of your computer
or the camera and go, I don’t know what to talk, or write about. So the very first step is answering these
two questions, what is the big result that your ideal customer, viewer, you know audience
members after? And then what is getting in their way? What, what do they think is keeping them from
the results that they want. So in this particular strategy guide, I’m
going to use the example of someone who’s trying to grow a YouTube channel. So the typical results that someone who’s
trying to grow a YouTube channel is after is obviously, grow their YouTube channel,
probably quit their day job, and then make some money, or full time income from their
YouTube channel.

What’s getting in the way of those wonderful
results they want? Well probably things like not getting enough
views, not ranking, maybe they think their video quality isn’t that great. They’re just seeing slow subscriber growth
and they’re trying to figure out why the heck they can’t grow their channel and make
money? Okay, perfect. So this is really all you need when it comes
to what type of content you’re going to make. So we’re gonna get more specific as we go
down. And now that you have a rough idea of the
big things your ideal viewer, customer wants to accomplish, and what they think is in their
way. The next step is coming up with some categories
based upon these two lists. So it’s very important that you do the list
and then do the categories.

So you simply want to look at these and say
okay, which one of these would be a big overarching category that I could make a lot of content
about. And you want to choose three to five topics
or categories that you’re going to talk about. You’re going to see how this is important
and the second when we come up with the content calendar. In this particular example, the three topics
could be video production, monetization, and channel growth. And what’s great about doing it this way
is it keeps your content focused on your ideal viewer customer. But it also keeps your content fresh so you’re
not talking about the same thing over and over and over, again while you’re still
making sure you’re playing within your marketplace or niche.

So I recommend posting three times per week,
and so what we can do here with our example is we can make a specific day of the week,
a topic that we’ve chose, that’s really important to our ideal viewer. So in this example we have Mondays can all
be about video production. Then Wednesdays can be about monetization
tactics, and then finally on Fridays, we can talk about channel growth. And posting three times per week, we’re
making sure that we’re keeping our content fresh and rotating through different styles
or topics that are all still related to growing to a YouTube channel that would be relevant
to our ideal customer. Now once we have our topics down, it’s time
to actually figure out the pieces of content that we’re going to be putting together.

And for at least two out of the three of these
platforms, it’s going to be very important that you do some keyword research. So we already know what results they’re
after, and we’ve already know what kind of things they’re struggling with, and we
have our topics. So now it’s time to fill in our content
calendar of at least 12 post per month. So the best way to do this is to use some
free SEO tools to do your keyword research. So you can use something like Answer the Public,
SEMRush, or BuzzSumo. All of these tools are free and what they
allow you to do is search for keywords and search your different topics and figure, to
help you figure out what to make your content about. So Answer the Public is going to be the best
one on this list for understanding the how to style content.

So in our particular example, we type in how
to rank videos, or how to make money on YouTube using the Answer the Public search engine. And then we could go to BuzzSumo and SEMRush,
and get some ideas on type of headline we could put together for our content as well
as the specific keywords we should target to help rank on YouTube or Google if we’re
putting together blog or YouTube content. Now the last thing we need to do before we’re
done planning our content, and once we’ve chosen our keywords using this tool is I actually
highly recommend writing your titles, and your little social teaser text.

So something that I do, is I go over to a
coffee shop and I’ll sit there for five or six hours and I will do all of my keyword
research and I will also do all of my titles for the content that I’m going to produce
over the next month in one sitting. It makes it very easy when you’re in the
next step, create, when you don’t have to sit down and try to think about, okay, I have
this keyword but what am I going to talk about? When you have a title it’s a lot easier
to come up with your content topic, and if you’re going to be doing any sort of outsourcing,
which is something I’m going to recommend or delegation, then it’s going to be a lot
easier to pass it off to somebody else if you already have your keyword and your topic
and your title down.

So that does it for the plan phase, right? So, now we have a nice content calendar that
has our keywords and also has our topic ideas as long with actual headlines for our pieces
of content, and the next step of our content machine is create. Now before we dive into the three steps in
creation, I want to talk about the two different types of content you could make and how to
choose which one you should start with, and we have authority building content and relationship
building content. So authority building content provides high
value actionable content. These are in depth YouTube tutorials, similar
to this one, LinkedIn pulse post, and just in depth blog articles that are two or three
thousand words long. Then we have relationship building content
which is a lot more on the document and personal side of things, and this is where you’re
essentially bringing people inside a part of your journey, whatever that journey may
be, and showing the ups and the downs. It’s very important that you do ups and
downs not just high life all the time, right? We need to talk about real, have real talk
every once in a while about the struggles of whatever you’re documenting.

On this particular YouTube channel, I actually
do both. I have a vlog that’s all relational where
I just talk about day to day life as a entrepreneur, and then authority building content which
is in depth tutorials that’s very similar to this one. Now, using this diagram you could choose which
one to share and which one to skip. Now something that you can do to get started
immediately, if you’re starting to feel overwhelmed of everything that you have to
do is you can start with simply documenting. Think about one of the roadblocks or struggles
that you, or results that you identified when you’re coming up with your general kind
of content ideas. Choose one of those that you’ve already
achieved or one that you’re working towards and then just create a series of blog post
audio or video of you trying to achieve that result, or you telling the story of how you
achieved that result.

As an example on this channel, when I first
got started, I documented the entire process, one time a week I jumped on, and I just did
a webcam thing for twenty to thirty minutes and I talked about everything that I’ve
done over the past week to try and put together a sales funnel. Now, what’s great about this example and
also embarrassing is it ultimately failed, right? But even though I completely failed on that,
I was able to continue to make content because I’ve gotten comfortable, well comfortable
as you can be just talking into just a camera. And then I also learned what was important
and what wasn’t important because I was able to use one of the later steps to figure
out how to make content improvements in the future. So whichever type of content you choose, there
are three main parts to creating your content. There’s the outline, then there’s the
actual content portion where you’re doing the writing or the production, and then finally
there is the graphics, and this is all before we get into the post production and editing. So the very first thing you want to do is
to create an outline.

Figure out what the heck your contents going
to be about. So for this, I have a three question content
frame that I use every time I sit down, to write a piece of content when I already, either
already have my headline, or I just have a keyword and I have to come up with my headline. So for this particular example, I’m going
to be back to our customer avatar here and looking at the keyword, how to get more views,
alright? So that’s something I got from Answer the
Public, SEMRush, or BuzzSumo.

Okay, great! So the first thing is to try and figure out
what question does this keyword represent? Because each keyword that’s typed into Google
or YouTube, represents someone asking a question. So the question is: how do I get more views
to my videos? Okay, great! So when someone’s asking that question,
what is the ultimate result that they want? Well, they want to get more subscribers and
grow their channel, and probably eventually be full time on YouTube or make a part time
income on YouTube. So that’s the big result behind why they’re
asking this question, behind why they’re typing in how to get more views. So the final part of these three steps is
looking at the perceived roadblock. Okay, what is getting in the way of them getting
the result that they want more subscribers and answering the questions of how they get
more views. In this particular case, my channel is too
small to compete and I don’t have a budget for better equipment or ads. Okay, great.

99Designs

So now that we have a clear estimated picture
of the intent and what someone wants, actually wants to achieve when they’re engaging with
a piece of content after they typed in how to get more views, we can create our headline,
and we can also create a teaser intro. So here’s how I create the headline for
this particular piece of content, and by the way, for this particular keyword, we could
make multiple headlines, we could make multiple different pieces of content. But of course, if we did, we’d wanna make
sure that we’d post one version of that per week. So we don’t have how to get more views in
five different days in a row. So for this particular example, the video
title could be something like how to get more views as a small channel, and parenthesis
under 500 subs. And then the video introduction would go something
like this: In this video, you’re going to learn a video ranking strategy that allows
you to compete with larger channels on YouTube even if you have less than 500 subscribers.

So now I’m going to highlight the key points
of this. So the first one is, get more views, this
is specifically talking to the keyword and specifically pointing out to whoever’s typing
this in that their question of how to get more views is going to be answered in this
video. Now, in red, we have where we’re calling
out the actual roadblock. So we’re showing that we understand their
situation, they’re a small channel, they’re under 500 subscribers. In the introduction, I again reiterate, they
have less than 500 subscribers and they’re struggling to compete with larger channels.

Now, when it comes to the desired result,
this is a bit of stretch here. But we’re looking at video ranking strategy
as the mechanism that’s going to ultimately get them the result that they’re looking
for larger channels and more views. And with this information you can go ahead
and write your content outline, or you can have someone else, a professional writer or
scriptwriter, produce your content outline. So if you’re going to look and have someone
do a video script for you, something that I actually don’t recommend cause it’s
gonna come off a little unnatural.

Or you want to do a podcast script or you
want someone to actually just write the blog post for you, well then you’re probably
looking at anywhere from 200 to 500 dollars to get a really decent product. So Fiverr, Upwork, and Freelancer, there’s
also Guru and then if you’re gonna do graphics 99Designs is a great place to go as well. So these are kind of just ranges of what you
can expect to pay. Obviously you can find things a lot cheaper,
and it can get a lot more expensive. But this is just kind of an average that you’re
probably gonna wind up paying in the very beginning. Obviously, you’re gonna be able to lower
your cost as you go forward and build your machine and process so there’s not so much
back and forth in terms of what you’re looking for. You’re gonna get a much better picture of
how to communicate with somebody else in helping you produce your content.

Now if you choose to put together the piece
of content yourself, you’ve done everything yourself up to this point, I highly recommend
looking for someone to help you with the proofreading or editing process. So if you’re doing a video or a podcast,
you’re gonna look for someone to cut out all the uhms and ahhs, and if you’re doing
a blog post then you just need someone who’s actually going to proofread it. And it’s best that they’re in native speaker
of your language of course. And this is going to range anywhere from 75
dollars all the way up to 200 dollars, depending upon how long your video is, how long your
blog post is and how many mistakes need to be removed.

And of course again, if you’re looking at
graphics, you’re looking at 15 to 50 dollars and this is something that you can either
do yourself or you tell a graphic designer exactly what you want for your video, or what
you want as your podcast thumbnail, or for your blog header, or you can do it yourself
in something like Canva. Tons of tutorials on this channel on how to
use Canva to do that if you’re on a really tight budget. And with that, we’re ready to multiply our
content through syndication. So let’s go ahead and take a look at this
chart, we’ll be here a while, and I’m going to walk you through every single piece
of syndication that you could do with your content.

So we’ll start with blogs. So if you’re doing a blog, obviously you
don’t need to syndicate to wordpress because it’s already on wordpress, but for a podcast,
you could record yourself reading and commentating on the post. For YouTube, you can record a summary of the
post of you just commentating on it. You can just use a webcam video for this,
or you could create a slide presentation and do a screen capture of three to five main
points. Pinterest is pretty much going to be the same
for all of these where you’re going to want to create a custom Pinterest optimized image
for three to five different designs for each post that you make. On LinkedIn, if you’re doing a blog, you
can go ahead and post the introduction or a preview to your blog post and then linked
up to the main blog to drive traffic back to your site. Instagram, you can either create a quote post,
independent of your blog, or in relation, in relation to your blog post.

It’s very important with Instagram, with
all of these that it stands on their own. It’s not something where you drive traffic
back to the original piece of content. Or you could resize something you’ve done
for pinterest and post it with a meaningful caption and quote on Instagram. Next we have our podcast. So for WordPress, step number one we could
just post the recording. Step number two, we could post the recording
with a transcript, or step number three, we could hire someone to transform the transcript
into an actual post. *bulleted* And then when YouTube, you can
actually just do a video of yourself recording the podcast and post it directly to YouTube. Or if you don’t wanna show your beautiful
face then you can go ahead and just upload the audio and have the thumbnail of your podcast
show throughout the entire video.

Pinterest, you can do the exact same thing,
and then LinkedIn, you’d pull out two to three minutes of high value from your podcast
and just post that as a post. You can also post it as a pulse post if you
add some text below it. And then of course, on Instagram, you can
make a sixty second tidbit of something from your podcast in addition to creating a quote
post. Finally, we have the video, and with video,
you can post the video to your blog. Again, you can transcribe it, and again you
can hire someone to transform the transcript into a full post. With your podcast, you can actually take out
the audio from your video, and just make sure at the beginning of your Podcast, you say
it was originally a YouTube video. Pinterest is the same thing. LinkedIn pretty much the same as with the
podcast. And finally on Instagram, you can chop, have
someone chop up your video so that it shows up as a sixty second post. And that is how you take one of the three
core pieces of a content, with whichever one you do, and you syndicate it across everything
else.

Now, if this looks like an overarching daunting
task, stick with me because there’s something very key in the second to next step. Now once you have your syndication plan and
you’ve screenshot it, that chart. And you figured out which ones you want to
do first, you’re ready for the next step, which is something that’s so simple, but
so many people don’t do it, and that is engage. Just reply to all your comments so you can
learn. Remember, earlier I talk about how valuable
that documentation process I went through for my first you know 45 or 50 videos. I learned a lot from the few people who did
comment.

So even if you have one comment, reply to
them. It’s so important, it’s something you
need to include as a part of your content strategy. Now if you’re feeling overwhelmed, this
next step is definitely for you, and that is delegate. It’s something that’s vitally important
to making sure that you’re content machine and everything we’ve talked about works. Because, guess what? If you try and do all of these, till the end
of time, you’re definitely going to burn out. I am no stranger to burning out. It’s happened multiple times on this channel
and documented in my vlog. It’s not pretty. This is not a solopreneur game. Creating content takes a team, doesn’t necessarily
take an army.

But it definitely takes a team. And so with what you want to do, as part of
your process for creating content is also identifying along the way, as we go through
the process we just talked about up until this point, what can you delegate? So here’s an example breakdown what you
can, and cannot delegate. So in red, engage, that’s something that
you can pretty much almost never delegate. It’s really important that if you’re posting
content as yourself, that it’s actually you replying. Now when it comes to syndication, that’s
also something I’m putting in dark grey here because it’s something that you should
never do. You should always focus on create and engage,
and then these last two – delegate and analyze. But in terms of the actual content production,
you’re creating and you’re engaging. Those are the two things that are really important,
and then everything else, as much as possible – you delegate.

So the first thing you should delegate is
your syndication if you have the budget. If you are on a very tight budget then the
first thing you should look at delegating is your editing process. So if you’re doing blog post, someone else
is proofreading it. If you’re doing video or podcast, someone
else is editing it. So you can focus on the research and planning,
and you can focus on the creation. The next thing you’d want to delegate here
is have someone start to take over part of your creation process, and ultimately, you
can actually hire someone to do that keyword research for you. Once you’ve done your keyword research a
couple of times you’re gonna have a good idea of what types of keywords to go for and
what types of titles work. So you can compile, compile. Compile everything that’s worked and hand
it to a professional SEO person and they’re gonna be able to do deep dive keyword research
and help you write titles.

You can just also hire a copywriter and say,
here’s some keywords, you know write me 20 or 30 titles and I’ll just choose the
ones that work. That’s another great way to do that and
you can find people who can do that on fiverr for fifty to a hundred bucks and you get a
bunch of ideas pretty much for dirt cheap. Now, of course, I finally let delegate and
analyze in blue because you’d probably not gonna hire a project manager very soon to
work on delegation. So, the last step is analyze, and this is
where every three to six months you’re going to look at what’s working, and what’s
not. Now you may be wondering, wait, three to six
months? You’re saying that I should post content
for three months and then not worry about tracking my metrics? Well, almost, almost! There’s one metric that you should track
throughout this entire process.

There’s only one key performance indicator
to whether or not your content is going to be successful, and that is, number of posts. So every three to six months, take a look
at how your, how your numbers are doing in terms of traffic, clicks, watch time, views,
listens, all that fun stuff. But when you’re in the moment, when you’re
working and you’re just trying to get out, trying to make another piece of content, your
only key performance indicator is the number of posts you’ve made.

Because when you’re just starting and when
you’re five or six hundred post in. That is really the only metric you can ultimately
control. That is the only metric you have a hundred
percent you are in control of. You can’t control whether Google’s going
to send you traffic. You can’t control whether or not someone’s
going to leave a review for your podcast. You can’t control whether or not the YouTube
algorithm is going to magically suggest your video and have it popped. But you can control how many videos you record,
how many podcast you post, and how many blog post you write or have written for you. And so with that, that is all seven steps
of creating your content marketing machine. So I hope you found this content marketing
strategy video helpful, and most importantly, actionable. So if you got some value out of it, go on
hit that like button and subscribe for more in depth marketing tactics and strategies
just like the ones covered in this video.

Comment below if you have any questions, I
still read and reply to every single one, engage, right? And until the next video, keep building the
business you love..

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