Here’s a 40,000 foot view of my content strategy

  1. Write first and get clever later
  2. Create content on my own platform
  3. Double down on topics – don’t be afraid to repeat
  4. Figure out the money later
  5. Do it 1000 times

I never realised how much stuff I leave until “later”. There are 3 things I DON’T focus on with my content strategy.

Making money – that can come later.
Getting it perfect – I won’t bother with that at all
Clever content – don’t be something I’m not 😉

1. Write first and get clever later
I’m not too concerned with being seen as a great writer or content creator, I’m more concerned with just DOING the content creation bit.

There are hundreds of tiny actions that could increase the quality and production value of my content. But when it all boils down, without writing the content in the first place, there’s nothing to improve.

I’m probably going to do the same topic again later (see point 3) and can improve that version.

2. Create content on my own platform
I love YouTube and love the members of my Facebook group. I like doing live training and videos. But deep down I know that some day, at some point, YouTube won’t “be” what I need it to be. At some point, Facebook will change the rules.

Which is why I am committed to creating content on my own website, on my own blog. That is the #1 place I want to publish, create and test content. If my hosting, website (or theme….) completely disappears, then I can just move the content to a new place.

I’m investing in my own property and on my own turf as a priority.

3. Double down on topics – don’t be afraid to repeat
We over value novelty and we’re often afraid to repeat ourselves. Maybe we think our audience will get bored or think we’re out of good ideas.

I find a topic that gets views, clicks, leads or sales, I’ll find ways to talk about that same topic over and over and over. Yes, I test new ideas, but time and again I’ve seen that there are a core group of topics that my audience loves to read and view – so let’s double down on those.

4. Figure out the money later
Cardinal sin right? Hell you’ve probably even heard me yell out and say that sales is #1 and the #1 thing that all entrepreneurs should focus on. Yes – but not immediately with content.

Content is your platform to grow your audience. It’s your method for finding a group of people who want to learn more and hear from you. Making the move to “monetisation” straight away is dangerous. Instead, I let my sales process focus on sales and my content process focus on audience.

At some point my content did start to make money and sooner than I thought. But my first and most immediate priority with content was to find an audience and listen to them.

5. Do it 1000 times
“If you’re not going to do it 1000 times, don’t do it once.”

To that end, I know that my content will need to be done over and over, thousands of times. And I’m good with that. I’m cool with the fact that this is a long term play. I’m sacrificing short term gain for long term results.

Eventually, my blog will attract millions of visitors, I just haven’t got there yet. It’ll take time, commitment and repetition but that’s ok (:

If you’ve got a really high level overview of your content strategy, I’d love to hear it. Shoot me an email and let me know the bullet points!

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.