I’ve struggled with getting traction. For a long time. I can’t tell you how many times I’ve looked at my numbers for my website and felt disappointed. But I figured something out that’s changing everything and my audience has exploded in growth, and allowed me to extend my reach and get my voice heard. And these are the things that I’m teaching to my customers and clients and they’re producing great results. This is exactly what you need to hear about if you’re trying get your voice heard above all the noise on the internet. This is the episode where I’m covering the 2nd pillar of digital marketing and this is the stuff that can really move the needle.
Oh, I’m so excited today because I’ve got something great for you today. If you want to know the key to unlocking explosive growth for your website or blog then you have to tune in today.
Welcome back, everyone. This is the next in the series of the Seven Pillars of Digital Marketing that I’m talking about so much. This got me so fired up lately. Today’s episode, we’re going to be talking about the second of the Seven Pillars which is something that holds the key to unlocking explosive growth for your website or your blog and has the potential to make you into a huge online brand. No more delays. Here’s the video where we’re talking about the second pillar of digital marketing.
Alright, so let’s go ahead and jump in. Just quick note so you know, when I do these Facebook Lives, I’m also cross publishing once I’m done with them with a little bit of post-production cleanup over to my YouTube channel at roborr.tv. So if you go to roborr.tv, you’ll also be able to see— obviously, they’re going to be here archived in the group, but hopefully I’m able to make them sound just a little bit better with cleaning up a little bit of that stuff when I’m done here and I put them into the YouTube channel.
Alright, so the big challenge here is content. This is pillar number two. Last week we talked about pillar number one which was building out a rock solid, professional, high quality website as kind of the central hub of your online digital marketing efforts.
We covered all the reasons that was important and why it’s an essential piece of platforms for people like Amy Porterfield, Pat Flynn, and Steve Larson and several other big names that we know from this internet marketing/digital marketing market segment.
Everybody’s got it. Not everything is just a sales funnel. In case you were wondering about that, but as a web designer, the biggest thing that I run into with business owners, bloggers, those who have hired me to build their website is content.
There are two aspects to content that we’re going to be covering. What I want to do, first of all is cover this particular approach that I think is going to be instrumental if you’re a new website and you are trying to gain traction.
You’re trying to build your audience. You’re trying to break through all of the noise that is on the internet because I don’t know about you, but whenever I log into Facebook, I just see just gobs of stuff that is absolutely insane.
You just scroll and you scroll through all the fluff and all the stuff and you’re looking for good content that every once in a while you’ll stop and you’ll see something new, “Oh, that’s interesting.” In order to be able to break through, you have to have a great platform starts with a great website.
We talked about that last week. I won’t rehash that here. You want to learn more about that. Please go back and watch pillar number one because that is absolutely essential.
Pillar number two is great content. Right now, I don’t have great titles for all of these things, but when you think about foundational building blocks, the main things that you need to have in place that’s what these pillars are in great content is kind of just short and sweet and to the point and conveys the message.
We got to have great content. What are we talking about when we say content? There’s two things that I want to talk about when it comes to creating this content.
There is the content that you create that goes onto your website for your pages, your About Me page, your contact page, maybe if you are a services business. There is information that you would have for your individual services and those kinds of things.
That’s a smaller part of what we’re talking about here. It’s actually supplemented or it’s enhanced by your publishing efforts. What I mean by publishing is you are cranking out content in your field of expertise on a regular basis. When I say cranking out content, I mean cranking out content.
When we’re talking about great content, I’m talking about tons and tons and tons of content. That means that you are always working on making something and creating something and publishing and hitting the publish button in your WordPress site or on YouTube or on your podcast, whatever it may be so that you are out there and in front of as many people as you can get in front of so that they can start to learn who you are and learn your name.
There’s a central message behind or a central thing that you’re trying to accomplish here by doing this, by just publishing tons of content. Russell Brunson refers to it in Expert Secrets as the attractive character. I think it’s in.com secrets also, but the idea is you are trying to create this character that people are going to be able to relate to.
People will hear your story and understand that maybe they’ve walked in the same path. You are then able to show those people how you found solutions to your problems. That’s one way of looking at it. It’s crucial because one of the big things that is so important when it comes to creating content is you are trying to get your voice out there.
You’ve got a message. You’ve got a story to tell and you want to get your message out there for people to see and people to consume so that they can get to know you. Know Like and Trust is such a huge deal online.
It’s really hard to make progress. I’m in several different groups on Facebook. I get messages in my messenger. I get emails in my inbox all the time from bloggers and writers a lot of the time that are trying to make some strides with their blog.
They’re trying to make strides with their website. Then we start talking about publishing schedule. They’re worried about what their Pinterest pins are doing and how those things are performing. They’re worried about their SEO on their blog, and how did they use the right number of keywords in their post? Are the links created correctly?
The thing that I always point out to begin with is at the beginning when you’re when you’re just getting started, no one’s really paying attention. I hate to say that, but unless you’re like some big influencer like all the sudden Johnny Depp decided he wanted to be a blogger.
If you’re just starting, you’re going to be fighting the same battle that so many others are fighting. That’s to be able to get your voice heard. You do that by publishing all the time. Because what you’re trying to do, it’s the way I’ve referred to it in the past is something that’s called “unknown entity”.
So you know these names of these people online like Dan Miller from 48days.com or Michael Hyatt from michaelhyatt.com and obviously Steve Larson and Julie Stoian. Several of these other people that have built these brands online because they were publishing.
They were out there and they just created amazing content. They have built themselves up to be a brand. That’s what this exercise is really about in terms of creating content and why this is one of the foundational pillars of a successful website.
Because you can do just one post a week or, a couple of posts a month, and you’re not going to get hurt. That’s going back to what I was talking about before those messages that I get, that’s the question that I asked them is, how often are you publishing?
The challenge that I always give is put something out there every day especially if you’re a new blogger and you are trying to figure out how to make it through and how to get visitors and traffic onto your post, is you’ve just got to be out there and doing it.
There’s always a lot of pushback on that. They’re like, “Oh, well so and so says that we should only post once a week and we should only be doing these kinds of things. We don’t want to turn off our potential audience and stuff like that.” I’m like, “You don’t even have an audience.”
There’s no potential audience to really turn off because there’s nobody that’s really listening. But that’s not a bad thing either, because this is something that I’ve been learning as I work on my content creation, is the fact that nobody’s listening is actually a blessing.
The reason for that is, is it gives you a chance to work out the kinks. It gives you a chance to find your voice. It gives you a chance to refine how you tell your story.
We’ll talk about channels here in just a minute, but one of the things that I do is I have a podcast called Adventures in Digital Marketing. This is an idea that I lifted straight from Russell Brunson. His idea was he created a podcast called Marketing in Your Car which became the.com secrets podcast.
I can’t remember what he calls it off at the top of my head, but Marketing Secrets podcast, that’s it. It started out with him driving down the road, talking into a smartphone about what was on his mind in regards to marketing.
I’m like, “I’ve got this time. I use this time in the morning to listen to audio books most of the time, but what would be the problem with me doing something similar.” That’s what I did.
That’s what Adventures in Digital Marketing is, is me going in in the morning and every morning going and recording a new episode as I’m driving into the office in the morning and talking about the things that I’m working on.
Like tomorrow morning, I’m going to be talking about email marketing on the way in because that’s something that I have been spending a lot of time working on lately.
Anyway, the idea there is to publish prolifically. That means get something out every day because when we talk about great content, the idea here is that you want to get your content out there.
You need to hit the publish button especially when it’s not perfect so that you can work things out as you go. Hope that makes sense. If that makes sense, just hit me up in the comments here. Let me know and if you got any questions or anything like that make sure you post them in the comments as well.
Because I will do my best to answer any questions at the end of this Facebook Live. Yeah, that’s the whole idea. The number one thing that we’re doing just to kind of recap as I have this just kind of flow of thoughts here.
Number one, the reason we’re creating great quantities of content is to build the attractive character. You become the known entity. You’re building the brand. You are trying to elevate yourself above the noise that is on the internet because everybody and their cousin and their grandmother has a blog now.
So if you’re not doing something more to stand out then you’re not going to really make much progress. Hopefully that makes sense. Thank you to those of you guys that are commenting in there. Appreciate that.
Alright, so number two, when we’re talking about great content, we’re talking about making sure that you are in the right channel for where you need to be to create that content. Now, the first time that I learned about this idea was during the One Funnel Away Challenge. When I took this, originally a year and a half ago is the first time they ever ran the One Funnel Away challenge.
I was in that and they got to this part of the course where they talked about publishing. It just blew me away. This thought for me at that point was, there’s no way I could crank out something every day, but you got to get smart.
What we’re going to talk about now is, in order to create great content, you’ve got to find the channels where you need to be publishing and then be smart about how you’re doing that. Maybe you love to write so you can write 3000 words like me. I can sit down and if I’ve got an idea and a concept, I can crank out a blog post and I can put together 4500 word posts and do it in a day and be ready to go. Or maybe it’s videos.
We’re on Facebook live now, but we also talked about YouTube, talked about podcast. Maybe you like being in front of the camera. Maybe you don’t want to be in front of the camera and you would rather do something that is an audio driven podcast.
Maybe your efforts are going to be in more social channels. The point of the matter is though, is to go to where your target audience is and to push content into those places so that you can get your name recognized and get your message heard.
For me, this is how I’ve done it. I don’t mind being on video. It’s definitely taken some getting used to. I don’t mind being on a podcast. My thing has always been writing, but constantly writing something that is in my mind is worth publishing every day is a challenge.
But I’m always having thoughts about what I need to be doing for marketing, how I can help. There’s always a question that’s in my inbox about how to accomplish something.
I had a question the other day from my friend Greg about setting up a funnel in a specific way. There’s always something going on that I can create from. It’s taking the sources of all of these different things that you’re exposed to every day and channeling into something that you can use to help other people.
Now, so what I’ve started doing is, I’ve got a lot of ideas YouTube video. What I’ll do with that is I create my YouTube video and then I’ll go and I’ll strip the audio off of that. Then I’ll put that into my podcast. Same thing goes with Facebook Live. I take this Facebook Live.
I download it and then I’ll go across posted over to my YouTube channel because those that are on YouTube are not necessarily the same people that are in this group so they may not see it.
Obviously, I want people that are here in this group to get access to this content first. That’s why we do it here first, but it will also be pushed out there so people that are looking for solutions on YouTube, they’re searching for answers.
They’ll be able to get that stuff there as well. Then I take the audio again and I create a podcast from that. Then what I also do with that is I take the transcripts from these sessions. The YouTube videos, the Facebook Lives, and the podcast and I create a text document out that.
Then I use that as the blog post on my blog. So if you go to http://roborr.net/, you’ll see the transcripts for almost 50 of the podcasts that I’ve done. All of the YouTube videos, all of the Facebook Lives, all that stuff is there. It makes the whole concept of publishing easier because now I can take one topic and I’ve got three pieces of content. I’ve got a blog post. I’ve got a video and I’ve got Facebook content.
I’ve got all this. Yes, it helps with the idea of having to create something every day. My ConvertKit shirt says, and it gives me the ability to feed people in the ways that they are used to being fed. Because this the other thing and the reason that I’m doing this this way is because not everybody’s interested in watching the video.
Matter of fact, I had a message that got just the other day somebody asking for transcripts for my podcast. I said, Well, I’m already one step ahead of you. I’ve already got it. So if you go here, you’ll be able to read the transcript for that podcast.
But not everybody likes to do that. But for those that do, I want to make sure that there is a text version of the content there for them to read through so that they’re able to get the help from that content that’s there. Same thing goes with the podcast. Not everybody has time to sit down and watch a video.
I watched like every video ever watch has been on my schedule. I’m terrible with going to Facebook Lives because I’ve always got a thousand other things going on. That’s not always the case. Some people are able to spend more time on these different platforms.
They enjoy watching those live videos as they happen. That’s a great way to serve multiple audiences. Because the whole idea here is that you want to provide the content for your target audience and community in the way that they want to consume it.
It’s kind of be all things to all men kind of thing. It’s 2020 so it’s so easy to make these kinds of transitions between just a regular audio file or just a video file or a transcript. You can put it all on your blog and it gives your blog a ton of content. That’s the whole idea about that.
But, if you’re just trying to get started with it, find something and stick with it. Find something that you can do. So if it’s a podcast that you want to do then— the reason I loved Russell’s idea so much is there was zero barrier to entry. All I had to do was to sit hit record on my phone and start going.
I used to get so caught up with audio quality and stuff like that. I get that. There’s definitely a time and a place for that. I know that the audio on my podcast recordings is completely raw. It’s unpolished. You can hear the wind noise in my car. The audio quality isn’t great, but it really actually doesn’t sound a whole lot different than when Russell’s driving down the road.
I’m not saying I’m Russell. He can get away with that probably more than I can in terms of the audio quality. But for me, it’s about getting the content created and getting it out there. Then I can always work on revising based on what kind of feedback I’m getting from my audience.
If they want to hear different things right now, the feedback has been great and people are listening to the podcast. The podcast is growing which is awesome. It makes it easier for me to keep to work on those channels.
Like I said, number one, we’re working on building the attractive character with all of this stuff that we’re talking about. We’re working on finding our channel so that we can get used to pushing stuff out. Then we’ve already talked about this third point a little bit which is to dominate your market.
This goes back to what we were talking about publishing every day. I had been rereading for—I don’t even know how many times I’ve read it now, but Grant Cardone’s book, Be Obsessed or Be Average.
It really is quite the kick in the pants for lack of a better expression that will help you to become really motivated to rise above in order to make sure that you’re putting stuff out. He talks about how he was publishing on Twitter like every four minutes at one point and how he was working with the social media team just to absolutely be pounded out content.
I know he’s still even adheres to this. So if you follow Grant on any of his channels whether it’s Facebook, or Twitter or Instagram or any of those places. He is putting out an incredible amount of content constantly. He is always putting it out.
Because his goal, he wants 7 billion people to know his name. I think that’s an interesting idea. His whole thing is go big or go home. I think that as creators, there’s a lot for us to learn in that because we tend to not want to push those boundaries as much.
I think it’s important to push those boundaries in just 10x the effort. He had the book, The 10x Effect. In order to do that, you’ve got to put in exponentially more effort to put those things out.
In order to dominate your market and to dominate the attention of your audience, you’ve got to be out there all the time. That’s really what this is about.
Like I said, building the attractive character. We are finding our channel. We are working on dominating our market. We’re working on publishing something every single day. The concept here behind publishing here that I wanted to cover for this second pillar.
How does this all relate to digital marketing? Well, like I said, it’s about rising above the noise that is on the internet and being able to get in front of the people that you want to get in front of that you’re trying to help with your content.
Because, there are people that just start websites just to do it, but then there are also those of us that are out there who have a message. There’s a story that we want to tell about who we are, the things that we’ve done, the things that we’ve overcome, the things that we’re passionate about.
We get really passionate about that, but yet we don’t make the progress that we want to make because we haven’t pulled out the stops and gone 100% all in on creating content. It becomes discouraging because, yes, we’re passionate about this topic.
We’re not getting the attention that we think that we should be getting onto our topic. We get discouraged because we’re passionate, but we feel like nobody’s listening. Yet at the same time, we’re not putting out content like we need to put out.
We’re actually doing ourselves a disservice by not being hardcore with the amount of content that we’re putting out. One of the things that I’ve been working on and I would really love to hear your feedback on this.
I used to have a site called needatopic.com. I would really like to hear from you. If this is something that you think that would be helpful. The idea with needatopic.com before I shut it down was that I would send out a list of topics and tips and tools that you could use. It basically be, it was three emails per week where you would get a topic.
It’s like a writing Q so something that you could make use of. Then there would be a tip on how to do something better. Then the third one would be a resource that you could use to make your site better. I want to read restart this website and put it out there.
I would love to hear if it’s something that you think would be useful because we’re going to provide a lot of writing cues for you. Hopefully help to keep those wheels turning. Because we’re not even talking about the social media side of this really at this point.
That’s one of the other pillars about building community that we’ll cover in a couple of weeks. There’s a lot of work that goes into building a successful digital business. In order to do that, you got to be out there.
You’ve got to be everywhere. You have to push yourself to go beyond what you thought you were comfortable with doing and what you really felt like you could do if you want to be able to rise above the noise that is out.
That’s all I’ve got for today. Let me check over here to see if anybody has any comments. We’ve had a couple new people that have also joined so welcome. No, we’re good. So if you got questions afterwards if you’re watching this on the replay, give me a hashtag replay or something like that so I know that you’re seeing it. I want to hear from you about what your questions are.
I’m more than happy to help. If you haven’t gotten started with your WordPress website yet, I do have a free book that is available to you. It’s called a WordPress Website Blueprint.
I’m actually getting ready to start a challenge based on the content that I cover in that book that will walk you through step by step in challenge fashion, how to build and launch your WordPress website. You can find out more about that at thewpchallenge.com.
You can get a free copy of that book at https://wpwebsiteblueprint.com/. You can download a free copy. That’s almost 400 pages of stuff that will help you to build out and launch your own website.
That is what this book is right here. It’s completely free, tons of screenshots, lots of stuff for you to take a look at if that’s something that you’d be interested in.
Anyway, publishing is super important. It’s something that I’ve been working really hard on. I would challenge you to push past what you’ve been thinking that you’re capable of and figure out something to do to get something out in a channel every day.
Then commit to doing it for the next 365 days. And when you look back in a year, you’ll see what has happened and what you’ve learned. The audience that you’ve been able to build and the community that you’ve created around your topic. I think that you’ll be quite pleasantly surprised.
That’s all I’ve got for today. I hope you guys are doing awesome. Like I said, this replay will be available in the group and it will be over on the YouTube channel. Like I said, hit me up with any comments or questions that you have.
I would love to hear from you. Otherwise, you guys take care and next week we will be covering pillar number three which is building an offer. The third of the Seven Pillars of digital marketing so probably be the same time 5pm on a Thursday afternoon, Eastern Time.
Look forward to seeing you there. I’m excited about this stuff. I hope this is helpful. You guys take care and we’ll talk to you later. Bye