The Content Strategy Schematic™

What is the point of content creation?

Seems like a simple question on the surface.

But look closer, and you’ll find there are all kinds of different reasons that different people create content, which boil down to two broad categories:

• Building a Content Creator Business — Where the content is the product (as a vehicle for advertising)
• Growing an existing business through Content Marketing

This is a crucial distinction.

Because the content strategy that is best suited to a Content Creator might just be catastrophic for a business looking to market their products or services.

Take the following example from Content Creator Dan Mace:

The video is an insanely dense 3-hour masterclass on filmmaking and storytelling—the type of content that most people would expect to pay hundreds of dollars for…

A fact that didn’t go unnoticed in the comments:

To which these astute viewers, responded:

Yep, they get it ☝️.

See…

This incentivizes Content Creators to give away as much value as possible, giving away every last scrap of information and knowledge that other people, with different business models charge for.

If you sell educational products, then, I don’t need to tell you that this content strategy probably isn’t in your best interests.

And yet…

The default content strategy of nearly every coach, consultant, and online educator—people whose primary product is their expertise and knowledge—is to give away that expertise and knowledge for free…

Actively and willingly cannibalizing their businesses in the process.

So what’s the alternative?

Let’s start with an understanding of what we’re trying to do.

Note that I did not say “build an audience”.

Building an audience may be a byproduct of your content marketing, but if you’re looking to grow your product or service-based business, the North Star of your content strategy is attracting and converting buyers.

More specifically, the point of content for a business is to:

• Leverage and amplify the time, effort, and reach of your marketing efforts
• Accelerate your buyers’ Average Time to Conversion
• Differentiate you from your competition and establish you as the default choice for your best-fit buyers

All of which makes business easier, more efficient, and more reliable by building up a steady pipeline of leads who are already pre-sold on what you do.

How?

Let’s ask question one more time.

What’s the point of content creation?

For a business, the point of content is to communicate everything a future customer needs to know to sign up to work with you in an enjoyable, non-salesy way.

Or from another perspective:

It’s like your audience reading a different part of your offer’s sales page every time they listen to your show… without them realizing it… and being glad (even grateful) to do so.

Hmmm…

I don’t know about you, but this is a vastly different approach to content creation, marketing, and strategy than I learned when I first started experimenting with online business 12 years ago.

One I wish I knew at the time.

It would have saved me a decade and (literally) thousands of pieces of misguided content that did almost nothing to actually grow my business… which resulted in me giving up on almost every newsletter, blog, podcast, YouTube channel, and social media account I ever started.

Ah well.

Live and learn.

I’m glad I learned this lesson eventually.

And now, I’ll share it with you.

Let Me Show You How Content Marketing Is Actually Supposed to Work (Almost No One Gets This) 

What You’ll Learn Inside The Content Strategy Schematic:

• The four tiers of your podcast content strategy… and how align them to maximize growth & sales (most people only think about one)
• The simple reason most expertise-based content fails (hint: educating your audience won’t make them buy)
• How to stop cannibalizing your paid offers with your free content
• Why “nurturing your audience” is preventing your listeners from buying from you
• Why the old advice about developing the “Know, Like, & Trust” factor is actually holding your content back
• The ultra-specific “Chain of Beliefs” your audience needs to have before they’ll even think of buying from you (and how to use your content to build it)
• The real point of content marketing when it comes to marketing your business (it’s not audience growth, nurturing, or direct sales)
• The “Infinity Loop” Content Strategy that organically sells your products & services… while also keeping your existing customers engaged (earning you more repeat customers and subscription renewals)
• How the right content strategy makes episode creation easier… while also helping you sell more and grow faster
• And lots more