Do you ever feel overwhelmed by all the content you need to produce for your business? The blog posts, Instagram posts, podcast, freebies, newsletters, and on and on and on. Trust me I know, it can feel like your ship is sinking and rather than continuing to paddle it can be tempting to just jump overboard (aka do no content creation at all!). This is one of the most common mistakes I see with my clients and I would be lying if I haven’t been guilty of this as well.
Content creation is an essential part of any digital marketing strategy. Creating content that resonates with your audience, engages them, and drives traffic to your website is crucial to the success of your business. However, not all content is created equal. Some pieces of content are more important than others, and it's essential to prioritize them accordingly.
This is why I believe it is so important to understand the hierarchy of content creation. One of the best ways to do so is through visualizing a triangle split into 3 sections. At the top lives our high priority content. This is our non-negotiable, must be completed each week, kind of content. It takes up the least amount of space in the content bucket and is higher production content and can tend to seem more intimidating but bear with me because if you do this right it will lay down the foundation for success not only in content creation but in your business as a whole. In the center of the triangle is our second most important layer of content which can be repurposed from the top tier content and the bottom of the triangle is the least important content but makes up the majority of the content bucket.
At the top of the triangle are high production, evergreen content pieces. These can include things such as blogs, podcasts, or YouTube videos. These pieces of content should be highly prioritized and scheduled for once a week. They are the cornerstone of your content strategy and are designed to provide value to your audience for an extended period. These types of content require a significant investment of time and resources, but the payoff can be enormous. These pieces of content are definitely a long game strategy but can help pull in clients and sells for years to come. They can also help make the rest of your content creation so much easier because these pieces of content can piggyback off of or be repurposed from this main piece.
When it comes to this top tier, I have to say Blogs are king. Blogs are an excellent way to establish thought leadership, provide value to your audience, boost SEO and drive traffic to your website. It is best to start with one piece of this top tier content and once you feel like you have a good handle on it then you can start adding other pieces. So start with a blog and then from there add on a Podcasts or maybe a YouTube channel, both of which cover the exact same topic as the blog. The great thing about adding these additional platforms is they allow you to showcase your personality, share insights, and build relationships with your listeners.
The most important thing to remember here is to focus in on one platform here to begin (I recommend a blog) and really pack the value. Then once you get into a good flow with this one piece then you can start adding on other platforms. But not until you feel confident and in flow with this first piece. More important than being on all the platforms is consistency.
Okay great so we understand the format of the top tier the content hierarchy. But how do you come up with the topics for these posts and episodes?
What you need to do is come up with about 6 content pillars that address chief concerns that would keep someone from buying from you. What are their chief concerns or limiting beliefs relating to your offer(s)? This is helping to knock down walls that would keep your ideal client from working with you.
So really take the time to get inside your ideal client's head. To do that, consider these questions:
What are the common reasons your ideal client gives for not needing your services? For example, if you offer a fitness program, some may say they don't have enough time to exercise regularly.
What myths or misconceptions has your ideal client bought into that may be holding them back from considering your offer? For instance, some may believe that weightlifting will make them bulky instead of lean.
What have they tried in the past that didn't work for them? For example, if you offer a weight loss program, some may have tried fad diets that didn't yield lasting results.
What information does your ideal client need to know to understand that they would be a great fit for your offer? For instance, if you offer a productivity tool, they may need to know how it can save them time and increase their efficiency.
What misconceptions can you address and break through your marketing messaging? For example, if you offer a service that involves virtual consultations, some may believe that it's not as effective as in-person meetings. You can clarify how it works just as well, and may even be more convenient for the client.
Once you’ve brainstormed these pieces that are holding them back write out these 6 main bullet points and use this as your compass when it comes to planning out your top tier content. How can you get creative and write / talk about something that is interesting to your client that also knocks down these limiting beliefs.
Start by thinking with the end in mind. What is the main purpose of this piece of content, what call to action will you want to include. What lead magnet could be included with this piece of content?
Up next is the middle of the triangle. This is where the second most important pieces of content live. These are repurposed pieces of content and include content such as newsletters, smaller blog posts, Instagram series, or portfolio work. These pieces of content are slightly more frequent than the once-a-week top-of-triangle content pieces. They are designed to provide value to your audience while also helping you repurpose and extend the reach of your high production content.
Newsletters are an excellent way to keep your audience up-to-date on your latest content, promotions, and events. They can also be used to provide exclusive content, such as behind-the-scenes insights or special offers. Smaller blog posts can be repurposed from your high production content, providing a quick and easy way to create fresh content. Instagram series, such as a week-long photo challenge, can be used to engage your audience and build excitement around your brand. Finally, portfolio work, such as case studies or client success stories, can be used to demonstrate your expertise and build trust with your audience.
At the bottom of the triangle is where the least important content lives. This content can be repurposed from the top-tier content or be random and slightly off-topic. This can include reels, lifestyle content such as behind-the-scenes or a day in the life of, and personality-based Instagram posts or stories. This content helps show your personality, how you show up on a day-to-day basis and build connections. This content is the most frequent content throughout the week.
In conclusion, the hierarchy of content creation is a powerful tool that can help you prioritize your content creation efforts and create a balanced content strategy. By focusing on high production, evergreen content at the top of the triangle that is built on 6 content pillars that break down your I.C.'s limiting beliefs around working with you and then repurposing content in the middle, and less important content at the bottom that is slightly off-topic and displays your personality, you can ensure that your content provides value to your audience, drives traffic to your website and offers, and builds your brand's personality and identity.
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More of a listener than a reader? Listen to this topic along with other weekly business drops on my podcast 'The Profitable Practitioner'.