By David Holland

January 20, 2022



Content is king.

That’s how the old saying goes, anyway.

We consume vast amounts of content every day, whether that’s emails, news stories, Netflix series, or browsing Tik Tok.

Our relationship with content has never been stronger than it is today – the internet has made it SO easy for people to consume content.

And that’s precisely what we’re doing, with the average daily digital content consumption sitting at more than 6 hours.

There’s a lot of content out there, and there’s ALWAYS demand for more. So, if you want to be successful, you need to get with the programme and create content for your business.

But simply saying ‘let’s create content’ is akin to saying ‘let’s go out for dinner’ – it’s no use applying broad strokes to the situation, or you’ll end up wandering around aimlessly and creating content that doesn’t follow any particular plan.

It might be paid advertising content, it might be landing page content, it could be videos, podcasts, emails, blogs, reports, guides, or eBooks. 

What we can agree on, is that you need content – and LOTS of it.

So, Where Do I Start With Content?

This is the point where most business owners fall down.

Sure, you can start with simple goals:

  • Getting more leads
  • Making more sales
  • Saving more time

But the reality is those parameters are broad, and I’ve seen it time and time again where there’s a problem actually getting marketing out of the door.

I’ve dealt personally with THOUSANDS of business owners in the past decade, and I’ve seen the same mistakes occur…

We show them how they can use a system that’ll mean they can put their marketing on autopilot, and everyone’s on board.

So, where does the process fall down?

When it comes to crunch time and the content needs to be created.

For all of the planning, good intentions, and setting of goals, there comes a time when you’ve got to pull up your sleeves, block off some time, and get the content done.

Write that email campaign, draft a blog post, put together a paid advert – whatever it is you’re planning to do, it HAS to be done.

I’ve always been passionate about content. 

I read a lot, I watch a lot, and I do a lot.

But I know that’s not the case for everyone, and I recognise that there’s a difference between sitting down with a glass of wine and watching your favourite Netflix series and writing a broadcast email.

Here’s the thing – content is an integral part of ANY successful automated marketing system, and without it, you won’t get very far.

Content is wrapped around the entirety of the Sales Circuit, and long-term nurture is invaluable.

There’s a journey between getting a quote and a client coming on board, and there’s a journey between becoming a client and them referring others, and from there repeat purchasing…

And content is vital to all of it.

The trouble is, most business owners don’t have the time, inclination or skill required to create content that compels, positions, and converts.

That’s not a knock on anyone – I’ve been there, and there is light at the end of the tunnel.

Which means that if you DO want a steady supply of leads and sales, on autopilot, you’ve got two options:

  • Figure out a way to achieve your aims without content and marketing technology.
    • For certain businesses, this is a realistic option – if you can rely on footfall, and people come to you without you having to market, there’s a chance you’ll get by without any content…
    • If you’re a tradesperson and you get all your work from word of mouth, you probably don’t need much (if any) technology, although content will always help position you, and reinforce your credibility.
    • Ultimately, while some businesses might be able to get by without producing content, the reality is that if you’re looking to grow, it’s pretty much non-negotiable.
    • So, option two is probably the best choice…
  • Work out how to get a steady stream of content.
    • It’s not as hard as you’d think, and there are at least three options available to you.
    • Before we dive into them, let me just quickly recommend one resource that I highly recommend when it comes to content:
    • The Art of Email, by Andre Chaperon and Shawn Twing.
    • Over the years, these two have been hugely helpful for me, helping me think about content in the right way, tell stories, qualify prospects and sell products.
    • The Art of Email is a fantastic product, and the structure they recommend it’s one we’ve turned into a Keap template that we recommend for all our members.

      So, answering that all-important question – where do you get your content from?

      1. Do it yourself.

      As long as you’re not stricken with fear and doubt, and you’ve got the time, then it might be worth creating content yourself. 

      If you’re looking for a pointer on how to produce content, then you’re in luck because there’s LOADS of resources out there, whether it’s books, courses, programmes, tutorials, or videos.

      In addition, there’s a pretty new AI tool called Jarvis, which actually creates content for you, which you can tweak and get out there.

      I’ve found it to be really good for simple content pieces, and even if you need to tweak and polish it a smidgen, a lot of the groundwork is done by the robot.

      The team behind Jarvis has also produced a complete education programme, showing you how to use the tool. It explains how you can use it to create different types of content, including SEO blogs, video scripts, and even books.

      It’s well worth considering incorporating Jarvis into your marketing arsenal, especially as it starts at just $29 a month.

      2. Hire a freelance writer.

      There are thousands of freelance writers online, and there’s plenty of places where you can find them. You might already have a pool of freelance copywriters, but you can find loads on Upwork, inside the Jarvis Facebook group, and on other freelance sites too.

      If you opt to hire a freelance writer, it’s still worth thinking about investing in Jarvis, because you’ll get a MUCH better handle on what good content looks like… and what bad content looks like.

      And long term, you want to have an overarching idea of your content strategy, even if you’re not writing it yourself.

      It’s worth remembering that there are A LOT of different types of writers, and you must hire someone who’s the right fit for your business.

      You’re looking for someone who can produce emails, articles, blogs, SEO copy, landing pages, and paid advertising copy – so, a writer who has only ever written journalistic or PR copy might not be the right person.

      3. Work with a company that understands how content marketing works.

      Each of these three options has its merits, and it’ll depend on the type of business you’re running as to which is the best fit.

      And it might be that you explore all 3 – there’s certainly no harm in it.

      The Sales Circuit, much like Rome, wasn’t built in a day, and the more content you create, the better it’ll get. And the better you’ll get at knowing what you need, how it fits into your overarching plan, and how to navigate a content-led world successfully.

      Now, a company that already creates content that works for their clients is going to be better placed than someone with no experience in content creation to get your marketing strategy up and running successfully.

      And that’s step one.

      But the great thing with this option is that the right company will take the strain of content creation off your shoulders, implement it with a specific marketing strategy, and design the entire thing to help you achieve your goals.

      That brings us back to the start, which illustrates the point about the Sales Circuit – content and marketing feed back into themselves.

      Whether you’re looking for more leads, need to make more sales, or you want to save time in the business, content will form the basis for ALL of your marketing.

      Content is king, so make best use of it – that looks different for every business, but it’s easier than you think.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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