It's that time of year again… Tax Time. March 15th is the day you have to pay your corporation taxes and on April 15th your personal taxes are due. That made me think, what is my stimulus plan for 2021? Do you have one?
If you live in the United States, almost all of us are about to get money into our bank accounts from the federal government. It's a stimulus plan to help get the economy back on its feet after a year of being shut down.
So what are you going to do with that money? If you've made under $150,000 you're getting cash in your account. I think that's going to be the case for most of us.
You can do three things with it: you can save it, you can invest it, or you can pay down debt. I bet the vast majority of us are going to end up paying down debt. But what I want to talk about today is not a fiscal stimulus, but a stimulus to the information or content, you use in your business.
Your Content Assets
We all create content one way, shape, or form. My podcast, this blog, and more are examples of content assets that can be saved, invested, and can pay down some debt if you get people to take action on it.
There's a business coach named Rich Litvin. He says, “I don't want people to like what I create. I want people to take action based on what I create.” So what action are you taking to get other people to take action?
You don't need to be creating content assets all the time. You do, however, want to make sure you are turning your content into assets. But to create a solid content asset plan, you first have to make a plan. Then you have to execute it. Next, you have to measure the results (what's happening with it?). Then, you repeat and do it again.
My question is, are you constantly creating new content, or are you revisiting your old content and using that again? Or some mixture of both? There are three methods of content creation that I want to discuss today: the spray and pray method, the churn and burn method, and the hatch and batch method.
Spray & Pray
Spray and pray is a traditional way of doing advertising. It's very basic. You could take out an ad on a newspaper, a radio station, TV, and you would share it with the world. The hope is that the more people that see it, the more people that would take action. Hence, spray and pray. Say you had a local business, it could be mailers that you'd send out to a geographical area. You hope that if you send it out to everybody, a portion of those people would need or want what you sell at the time they got the mailer.
It's the same with TV ads. Today's methodology includes Facebook ads and LinkedIn ads. You can find the right people to send them to, but you have no idea if they need, or are ready to buy what you're selling. An example of that could be, you would not want to sell swimming pools to people that live in apartments, right? So you send it out to only the single-family homeowners. How many of those people are thinking about getting a pool? How many of them can afford it? And how many of them live in homeowners associations that will let them get a pool? You really don't know.
So you spray and pray in the hopes that a portion of them will take action. Usually, 10 to 20% of the people you will send things to will relate to what you're selling, and generally, 1% to 2% of those people will take action, pick up the phone, send you an email, and ultimately buy.
Churn & Burn
The next type of advertising or content creation is what I call churn and burn. This is something that I do every single week. I create a podcast on Monday, a blog on Tuesday, a podcast on Wednesday, and an email on Thursday. Every single week, I do the same thing. You can create content and post it, but if you never reuse it or never revisit it, it becomes churn and burn. You've burnt that bridge.
I know people that create a lot of videos on social media directly. Since they don't own the social platform, they cannot repurpose that content outside of the original platform. So they keep churning out content that is old as soon as the feed pushes it down. What if you added that video to a paid service like Vimeo instead of a free service like YouTube? Then You can paste the links back into your website? You can easily link back to Vimeo or your website to reshare the videos if and when it makes sense.
Hatch & Batch
The next type is called hatch and batch. This is one of the things I've been doing for my clients this year. You create a longer form of content and break it up into smaller parts to share.
It could be a book, an eBook, a white paper, or a video. It's something that has a larger amount of content. Then we take that content and we actually break it into smaller pieces. So that eBook can then be turned into a series of blogs or a webinar can be broken into a series of videos. From there, each one of those can be shared to drive traffic back to the main piece. That's where hopefully you'll capture people that are interested in what you have to say in smaller bites at the time they see it.
These three concepts (the spray and pray, the churn and burn, and the hatch and batch), are all different ways of creating content. But, that's not where you should end the story… “But Wait… There's More!”
You Go Back, Jack (or Jill)…
The spray and pray may be an advertisement. Churn and burn is about constantly creating consistent marketing materials. Hatch and batch is about creating a system around creating one piece of content and turning it into multiple. The mistake here is that a lot of people just stop and they don't reuse that old content.
What you can do is take that ad and send it out again. Take those blogs and post them to social media again, or take those books and revisit them and update the content, and then create parts again around the updated content.
When your old content is still relevant, evergreen, and not dated, then you can use it again. That's what the main concept of creating content assets is all about. You can use tools like Hootsuite or Planable, or even a plugin in WordPress called Revive Old Posts to come in and save the day. You can repost that information to your social media or you could put it up on Facebook and LinkedIn again. Hey, you never know when somebody is going to see it, like the spray and pray method, at the time they need it.
The other thing that you can do is give it a fresh new coat of paint. You can give it new graphics and maybe do a little tweaking of the content and make it new again. Then, change the date so it looks like it was just published. You can take old assets and basically renew them and make them fresh.
Then, you can also utilize that information and combine it to create a book or a course, or something else of value to your audience. You never know when that old stuff will resonate again with a new audience.
So let me leave you with this final thought. And again, I go back to Rich Litvin, and in one of his blog posts, he talked about four different ways that you can change your perspective on how you create and distribute content.
- Don't create content, fascinate people.
- Don't build email lists, build a community.
- Don't build a marketing funnel, create a client journey.
- Don't look for prospects, seek out ways to serve individual clients.
I would love to hear your thoughts on this. Comment below and share your thoughts, ideas, or questions about your 2021 content stimulus plan. Have you had to overcome any of the presented concepts? What worked and what did not live up to expectations? Do you have any ideas or advice you could share?
To learn more about this and other topics on Internet Marketing, visit our podcast website at http://www.baconpodcast.com/podcasts/