What if I told you that YOU are all that is needed to dominate your niche?
You can be the go-to resource people find when they search for solutions that your business provides.
Pretty rad, right?
This 3 Pillar content marketing strategy will do that for you.
But it is not easy.
It is not for the faint of heart.
Maybe you already have a blog and are looking for ways to expand your reach.
Maybe you are doing a Podcast and are looking for what to do next to earn more money.
Or maybe you are trying to figure out this content marketing game and don’t know where to start.
These three pillars will guarantee your long-term success but...
It is not for you if you want to find a way to throw $20,000 into a plan that will return your investment and then some 60 days from now.
It is not for you if you are not committed to building an online business that will take longer than 2-weeks to start rolling in cash.
It is for you if you want to build a business that will live longer than you and provide the most steady stream of traffic and customers imaginable.
It is for you if you are ready to do a bunch of work and become top in your market on every search platform on the internet.
Ready for a real lifestyle change.
If this sounds like too much work or you are looking for an agency to create content for you and develop everything for you, read this content strategy post instead.
This is the grind and hustle formula that almost all successful internet entrepreneurs have followed.
This is what they do and not the get rich quick schemes that they sell.
If you want to dominate a niche, become the internet's authority on a subject, do what you love every day and build a huge audience that follows your passion read on.
The 3 Pillar Content Marketing Strategy.
If you'd prefer to listen to this content from the video above, play it or download it from the podcast episode below.
The goal is to saturate the internet with content that people are looking for, on the platforms they are searching for answers.
Not everyone is a reader, and non-readers don’t learn or search for answers on google.
Nor is everyone a visual learner and searching for answers on YouTube.
This is why you need to have a three-pillar content marketing strategy.
You need to be discoverable for all types of learners.
People that learn by reading, people that are auditory learners, and people that learn visually.
[clickToTweet tweet="Your best customers, your lifetime customers are going to come from the people that find you!" quote="Your best customers, your lifetime customers are going to come from the people that find you!"]
When information seekers are looking for an answer to a problem, and your content populates as a solution and helps them with their problem, they are on their way to becoming a fan of you.
The next time they have a similar problem they will come back to your content.
The searcher finds the solution they came to your content for, and are offered to opt-in for a great lead magnet and subscribe to your email list.
Converse this with paid advertising, which I love and recommend by the way.
With an ad, you interrupt them using fantastic copy to get them to click to your landing page while they were looking for their friend's activity on Facebook or some other advertising platform.
You then get them to opt-in to your email list.
After they opt-in, they are presented with an expert video sales letter to convince them to buy this scarcity offer that some will buy, and others will pass on.
Both scenarios end in the business acquiring an email address.
When the lead magnet “searcher” gets an email the next day from his almost confirmed guru, how will he respond?
What about the ad opt-in example?
With excitement and anticipation, or crap one more email to clutter my inbox?
Who has to work harder to keep them from unsubscribing? To keep them on their email list?
The one that knows what they are interested in? Or the one that guessed what they are interested from a look-alike audience?
This is the real goldmine of an online business.
[clickToTweet tweet="Your online business has struck gold when you are discovered by a person searching, and you are building an email list from these searchers for information in your niche" quote="Your online business has struck gold when you are discovered by a person searching, and you are building an email list from these searchers for information in your niche"]
Get your content on the three searchable platforms as fast as possible is the ultimate content strategy.
These three content platforms are YouTube, a Podcast, and a Blog.
Here are 18 months of implementing this content marketing strategy.
Don't worry; I will show you in this post how to get on these three platforms with a minimum amount of effort for you.
When you get your content on these three platforms, the compounded positive effects make a huge difference for your online business!
You have helpful information inside of you, and there is an audience starving for that information, you gotta get that information out of your brain and available to be discovered.
Share it. Teach others. Inspire people.
And you know what?
You will earn hefty long-lasting rewards.
Tangible and intangible stuff both will come your way because you deliver something that can make people’s lives better.
Your life gets better in every possible way.
Money and plenty of it? Yes
Inspiring and helping others grow? Check
First Step - The Core Foundation of Every Piece of Content
Create in your head an avatar, a single person with a name and a face that all pieces of content are made for.
Every piece of content is made with this person in mind and speaking to that person. (Some businesses will have more than one avatar, but start with one)
This takes time to get to with your content but; When you are speaking directly to your customer avatar while "Hanging around a campfire" in your content, magic happens.
You share with them your journey, encourage them, teach them, challenge and inspire them.
When people discover it, they feel like you are speaking directly to them.
This is how you establish yourself as the authority, a trusted advisor.
When you have this avatar in your head, deciding what content to create becomes a lot easier.
[clickToTweet tweet="The more consistent you are with creating content, the higher the chance of building a relationship with your target audience as they see, hear or read your posts more often" quote="The more consistent you are with creating content, the higher the chance of building a relationship with your target audience as they see, hear or read your posts more often "]
You have a name and a face, I have a picture of mine, and so does my wife.
You ask yourself “What is Debbie going through today? How can I help Debbie?”
Delivering fresh, updated and valuable content will position you as an expert in your field, feeding a hungry audience that wants to keep coming back for more and engage with you.
This relationship becomes the precursor to them becoming lifelong customers.
So you’re not acting like a wandering salesman desperately looking for buyers and stuffing things in their face, shoving your salesy marketing sludge down their throat.
You offer them stuff. Teach him certain skills. Share things you know that can help her.
After you have your avatar, the real person in your head figured out it is time to make him or her some content.
How To Create Content Effortlessly - Your First Pillar
Maybe you like to write. You think and express yourself better through the written word.
You type a thousand words a minute, create kick-ass blog posts, and when others read your stuff, next thing you know they’re LOL-ing or choking up a tear or two because it’s all your blog post’s fault!
But then maybe writing’s not your thing.
You’re more of a talker kind of a person. Someone puts you in front of the camera, and you go on and on about a topic like a boss.
You own it, and you walk in it. No scripts, no prep, no nothing. Pure TV host-ish kind of talent simply because you’re comfortable sharing what you know and what you’re good at while the camera keeps on rolling.
Or… You like to talk, maybe small group conversation kind of a thing, but no camera pointing at you. All audio, but still, not an issue talking your thoughts out loud and are super amazing doing it.
So how to create content with ease is ultimately an individual decision.
The content you create must match your DNA.
This is a CRITICAL decision, and outside of choosing your audience it is the only make or break step content creators have to take.
You gotta figure out which method of content creation you’re most comfortable with. Then create content in that one way.
Like, every day you write that content, or you film those videos or record your audio.
Do it consistently, regularly, no excuses or weaseling your way out of it.
It’s why you have to be super comfortable with your primary platform for creating content. Otherwise, your content marketing plan will go bust.
Pick your first pillar, videos, podcast, or a blog, then keep working on that. Maybe the first few times you do it, you’ll notice it’s meh, and that you could do better.
This is the way everyone started.
Go to a guru that you follow on YouTube and sort their videos by Date added (oldest) if it's great it wasn't their first video ever, most of the time it was okay at best.
But the more you flex that content creator muscle, the better you’ll become.
This is how it works - you have a passion for something, you create content about it, and be yourself the whole time.
Not forced, just pure authenticity all throughout.
Helping your avatar every day as YOU.
If you are not yourself, your audience will pick up on this, because they are wiser than what you think.
People are tuned in to inauthenticity
I want you to be YOU. Your voice, your own style, 100% natural.
The superessential takeaways here are - Figure out which platform is almost effortless for you to create content on and only create content for that one platform until it is second nature and consistent.
How To Expand Into Your Full 3-Pillar Content Strategy
I kind of wish I could send you this next part 8 months from now after you have pillar one rocking.
Pillar one is no small task, and there are endless numbers of internet marketers that have built very successful online businesses with only one pillar.
But you, you want to be bigger, less dependent on only one stream of information seekers.
What about the other two content pillars?
This is where a new level of work and a different kind of effort comes in.
This is not something you dive into on day one!
I’ve got two content strategy examples here for you:
1 - You’re really into writing but not crazy about podcasting or filming.
2 - You can gab for hours in front of the camera, but you can’t sit in front of the computer and make progress in that blog post you’re attempting to write.
The common denominator among these two examples are they have the core content machine in high gear; they want to gain a more broad audience on other platforms.
This cruising and active content creator zone is different for everybody, but something like 50 blogs, 150 videos, or 100 podcasts already DONE and live.
But working on the remaining two content pillars is the next step.
So here’s what the above examples next phase would be in the 3-Pillar Content Marketing Strategy.
Example #1: 50ish blogs are posted and live.
You have surpassed most websites content volume on the internet!
It is time to get that blog content on the other searchable platforms.
Step 1 is to begin to transfer your written word to a spoken word format.
Then hire out or make whiteboard and animation explainer videos to transfer your content on to the searchable video platform, YouTube.
Re-purpose the spoken word mp3 and turn it into a Podcast. (more details below)
Scenario #2: 150 Videos Live and on YouTube
Congratulations! You didn’t make nine videos and then quit!
That was about how far most made it when we were running our 90-day growth hack challenge.
But YOU, you persevered!
Now we gotta get that content on a website and a podcast so people can find you on those platforms.
Transcribe the videos and turn them into blog posts.
Additionally, rip the mp3 from your video for an audio only version and get that audio on a podcast.
Getting Your YouTube Content on Your Website
The first step in getting your YouTube videos onto your website is figuring out how you are going to transcribe your videos.
I’ve been using TRINT.com.
It’s in beta right now, but what it does is transcribe the words of video and audio content.
The first 30 minutes of transcriptions are free, after that, you pay 25 cents per minute, purchased in monthly blocks.
What I noticed, though, is it gets a little picky. Like, it works great with my voice, but for some reason, it can’t pick up my wife’s voice.
But we can’t just take this transcription and copy and paste it and have a blogpost.
The written word is a different art form than the spoken word.
You will likely have to try out a few before you find your one but it is worth the effort.
Maybe you’ll find someone who can do transcriptions and write the post as well, or get two different people to do these two tasks.
It doesn’t matter, as long as you think the written content encapsulates the essence of your videos and chases keywords.
That’s the most important thing.
Make sure you embed your YouTube videos in your blog post like this!
Personally, I’ve hired and fired multiple people, trying to find the right one who gets the job done and is easy to work with for me.
In this phase you want people to take tasks off of your plate and not add stress to your plate.
It’s not something you can get all nailed down overnight.
But you have to do it!
More of my email list subscribers come from my website traffic than any other content pillar.
Getting Your Youtube Video onto Your Podcast
Now for the podcasting part, this part is more simple for you.
What you do is rip the audio track in mp3 file format from your videos.
Upload it and build it out onto an audio podcast.
I recommend Libsyn, a podcast hosting service that has everything for you - publishing tools, hosting, delivery, website, stats, RSS for iTunes and Apple podcasts - they pretty much got you covered!
If you want something you can get for free, then SoundCloud lets you create your podcast free of charge.
Here’s a step by step free video where I walk you through this whole process.
How to get Blog Content to YouTube and a Podcast
The first step is going from written content to a spoken word.
You can record your voice or hire someone to do voice-overs for you.
Once you have your voice over mp3 use the same instructions above for your Podcast content but the Video link is a little different and is super cool!
For the video part, once you have your audio track ready, you can simply go to YouTube and upload that file.
What’s cool about YouTube is it lets you create imagery or video content that you can use for your mp3 file. So these Creative Commons licensed videos to go over your spoken track, and you got your video.
Another option is to use an image, which sits and displays throughout the entire video.
You can also do an image slideshow with relevant images. Like, you’re talking about healthy diet, and you include slideshows of pictures that make sense with the spoken words.
The super cool one is turning them into whiteboard and animation videos!
These are the whiteboard drawing explainer videos; it’s like a verbal infographic!
How to get your Podcast on YouTube
A simple way to get your Podcast to Youtube is to begin recording video of you while you are doing your podcast show.
This does not have to be fancy, you are already a pro at the audio side of it, and that is what people are most interested in is the content, not the visual appeal.
Get a tripod for your cell phone, set it up to record your face and you are done for future episodes.
If you do remote interviews, you can record the video of you and your interviewee via hangouts or skype.
For past episodes that you want to get on YouTube, stick a couple of images over the mp3 and make a video or use YouTube's content editing platform similar to what was discussed in the blog to YouTube section.
How to get your Podcast on Your Website
If you speak on one topic for each Podcast as I do on mine, You can use the same instructions in the YouTube to website content.
If your podcast episodes are lengthier interviews and have multiple subjects discussed in each episode, even better!
More content is always a good thing.
When you create content for your website, you want each post to be about one subject.
So if in an interview you talk about parenting, growing a garden, and vacation packing tips, you would not want one post on those three topics.
Transcribe the whole episode and cut it into three posts with all of the content about parenting in one, all of the growing a garden in another, and all of the vacation packing tips in the third.
Then edit them for the written word or hire a writer/editor and you have three blogposts on their way to populate for searchers on google of parenting, growing a garden, and vacation packing tips.
Google loves multimedia in your blogposts so embed your podcast in your posts like this.
Want to know the super cool benefit you will receive by implementing this three pillar strategy?
Each of these platforms are searchable and have the most extended shelf life!
Post your content on Facebook, Instagram, or other social networks, and it gets buried in as little as 19 seconds!
Work hard and smart and use searchable platforms with an almost forever life cycle as your foundation, social media is beneficial for this next part though!
Inbound Marketing on Steroids
Now it’s time to get some additional reach and engagement and dominate the web!
You’ve got your content ready, and the next step is to use it and get more reach.
Join relevant Facebook groups in your niche, participate in the group's discussion and when a piece of your content applies to other people’s posts, share your link to the blogpost, video, or podcast!
Add value to these groups and don’t swamp the group’s page with links to your blog. The admin won’t like that, and neither will the group members!
Create social posts with snippets and links to your blog, podcasts, and YouTube videos.
Use tweets on Twitter and link back to your blog content. Google indexes tweets and likes to see those links.
I love Instagram’s reach and engagement statistics right now, but I did not start hitting Instagram hard until way after I had my video routine established.
This is a later phase and when you are here read What is Inbound Digital Marketing.
Your Attitude Matters - How to Keep It Awesome
Different ways to level up with your content, but really, the essential thing is you do the one thing you’re best at and then outsource the rest.
You don’t want to bog down your life trying to get everything on your plate done and barely have the energy to work on your core content.
When you outsource, you can get results faster, staying excited and motivated to create fresh content.
So you gotta keep that content coming, have other folks work with you on the other pillars, and get on this long-term approach.
A slow, yet steady growth that keeps going for years is the way to go because really, an effective content marketing approach is not something you can have at one fell swoop.
Multiple Pillar Content Marketing Examples
These examples are using the different pillars we are talking about.
There are many, many more but here are a few.
Bob at I Like To Make Stuff shows people how to make stuff, LOL, on his YouTube channel then turns those teachings into blog posts.
So not only do folks get to watch his how-to vids and discover him when they google things like raspberry pi arcade.
Chris Ducker, a business growth pro teaches twice a week on his Podcast, Youpreneur, and is chasing keywords with a helpful blog.
He has his podcast going, which people can listen to while doing their daily commute or when kicking back at home, and is found when someone googles lifestyle design blogs and many other search phrases.
Hot For Food Blog is a Vegan cooking professional who is CRUSHING it on YouTube and blog content. Super cool cooking show kind of a thing, and is discovered when vegans are looking for recipes like vegan popcorn.
Hack the Entrepreneur has an effective content marketing plan going on.
Johnny nails a podcast for entrepreneurs and gets stuff right like the best business to start comes from you on his blog.
The Content Trick To Make It Work For You
You can’t look at these established content creators and aim to run with what they have been building for YEARS.
For example, Hot For Food wrote on her blog ONLY for over two years before her first YouTube video.
Bob at I Like To Make Stuff started his website in 2007 but didn’t do much with it. Found his content creator outlet making YouTube videos in 2014 and made his first go at a Podcast in 2014 as well but that podcast didn’t stick. He then added a podcast back in 2015, this time co-hosting instead of doing it all on his own.
The common trick for success???
Figuring out how to get a lot of content out with as little effort on one platform FIRST.
And you HAVE to do the same thing if you want to crush creating content and build a successful online business.
You start on one platform, get content creation success on it, then expand.
Do a podcast consistently for 8 months then add a website, do a YouTube channel for 8 months then add your website, Blog for 8 months then start a podcast, etc. etc.
If you try to start two or three of them or even add in something reasonably simple like Instagram in addition to your Podcast, you will burn out from overwhelm.
It is tough!
With over eight years in this game, balancing life with social media, YouTube channels, an email list, virtual assistants, and agencies, there is a battle always against my willpower.
And there will be for you too.
Do me a huge favor and do not even try two places.
Do yourself a huge favor and only commit to one platform.
[clickToTweet tweet="The way to win in content marketing is a consistent effort over an extended period, not trying something new every two months, or going hard for two months and quitting." quote="The way to win in content marketing is a consistent effort over an extended period, not trying something new every two months, or going hard for two months and quitting."]
Make three videos a week for eight months and then lookup.
You’ll be right at 100 videos in, wonder where the time has gone, and have a lot more figured out about your content marketing strategy because you will have experience under your belt.
The game is hands, head, heart.
Hands, do it before you know what you're doing and get your hands dirty.
Head, realize and know what you are doing, make adjustments based on data.
Heart, thoroughly believe, fully committed because it is working.
Get your hands dirty with action on one platform first for HUGE success!
Teach, Serve, Grow!
A Successful Content Marketing Strategy is a process.
Define who your audience is and communicate to your avatar.
Make content for the searchable platform that coincides with how you communicate naturally.
Expand that content to the other two searchable platforms.
Craft and expand a long-lasting lifestyle business that is unshakeable.
One that No Facebook algorithm, Instagram algorithms, advertising policy change, MySpace disappearing, or any other platform change or disappearance can take away from you.
Get the momentum going by helping “Debbie’s” with your content.
Earn her trust, respect, and loyalty by being of service at scale.
And boom, you get traffic that keeps growing and persons engaged with you!
And if you need some help, that’s what I’m here for!