{"id":14594,"date":"2018-08-03T14:57:36","date_gmt":"2018-08-03T14:57:36","guid":{"rendered":"https:\/\/www.process.st\/templates\/7-1-the-content-upgrade-process-the-tortoise-strategy\/"},"modified":"2024-02-28T21:29:25","modified_gmt":"2024-02-28T21:29:25","slug":"7-1-the-content-upgrade-process-the-tortoise-strategy","status":"publish","type":"post","link":"https:\/\/www.process.st\/templates\/7-1-the-content-upgrade-process-the-tortoise-strategy\/","title":{"rendered":"7.1 The Content Upgrade Process (The Tortoise Strategy)"},"content":{"rendered":"
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Your Big Picture Strategy: <\/h2>\n
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The intention of this process is to help you create and optimize your Digital PLATFORM so you can turn your content into a Traffic Magnet!<\/p>\n

Please note:<\/strong> this is an Overview Strategy. We will not go into the specifics or nuances included with the various platforms and tools out there.<\/p>\n

In other words, you may need additional training courses on the platform you use so you can MASTER that tool. We'll be talking strategy here so you can effectively connect dots and build an audience and community WHILE monetizing your reach.  <\/p>\n<\/p><\/div>\n<\/section>\n

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Understanding How It Works... <\/h2>\n
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You can't cash likes and shares in at the bank. (I wish!) So what's the point? <\/p>\n

In a word... INFLUENCE<\/strong>. <\/p>\n

In two words... LIST-BUILDING.<\/strong><\/p>\n

You see, most others trying to build a following or a community only focus on the surface level strategies, and never understand how to connect all the pieces. The INTENTION of building up your platform is twofold:<\/p>\n

a) To Attract New People To You (Traffic)<\/p>\n

b) To Build Your Email List (Leads)<\/p>\n

The way we do that is simple, and we can do it in three steps...<\/p>\n<\/p><\/div>\n

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Step #1<\/u>: Create High-Value Content Your Audience CRAVES!<\/strong><\/h5>\n<\/p><\/div>\n
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Your content (articles, podcasts, videos, posts) serves as a BEACON or magnet that attracts those who have questions and seek out answers. And... when it's good, it's ALSO positioning YOU as an Authority that provides high value for free (Law of Reciprocity) and creates MASSIVE RAPPORT. <\/p>\n<\/p><\/div>\n

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Step #2<\/u>: Promote The CRAPOLA Out Of Your Amazing Content!<\/strong><\/h5>\n<\/p><\/div>\n
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You don't need to be everywhere. In fact, you shouldn't. BUT, when you have CONTENT to share, you now have a STRATEGY for using Social Media. Whether it's Instagram, Facebook, or wherever, you can use these TOOLS to help get the word out about YOUR content! And why would you do that? That takes us to...<\/p>\n<\/p><\/div>\n

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Step #3<\/u>: Use "Content Upgrades" To Turn Content Consumers Into Happy Subscribers!<\/strong><\/h5>\n<\/p><\/div>\n
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Your FREE content on your platform will be a teaser for more! And, in order to get more, you're readers will need to opt in or subscribe to get the rest! Offering a FREE .PDF or Training VIDEO is the easiest way to turn your free content into your biggest List-Builder!  <\/p>\n<\/p><\/div>\n

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...and that's EXACTLY what we're going to do in this process! We'll take you through all the steps from choosing your PLATFORM to creating your content, and even developing your Content Upgrade Strategy!  <\/p>\n

Plus!<\/em> I'll even show you examples of exactly how I do this in my business!<\/p>\n<\/p><\/div>\n<\/section>\n

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1. Choose Your Platform: <\/h2>\n
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In this first step, we'll determine the RIGHT platform for you! Plus, I'll give plenty of examples and share the pros and cons of the many options out there! Ready? Let's do this!<\/em><\/p>\n<\/p>\n<\/p><\/div>\n

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1.1 Essential Platform Ingredients <\/h2>\n
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What does it even mean to have a platform? To me, your platform must have the following ESSENTIAL ELEMENTS:<\/p>\n<\/p><\/div>\n

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Easy To Distribute Your Content<\/strong><\/h5>\n<\/p><\/div>\n
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A platform traditionally is the place you host or post your content. In the "old days" of the internet, all we had was a Blog. Obviously, times have changed! And today, the options are endless! But for starters, this must be a place where you can POST your stuff! Simple. I know!<\/p>\n<\/p><\/div>\n

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Easy For Others To SHARE Your Content<\/strong><\/h5>\n<\/p><\/div>\n
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Can others SHARE your content? Tag others? Show their friends? This is important, especially for growing an organic following! Friends tell their friends about great stuff!<\/p>\n<\/p><\/div>\n

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Easy For Others To INTERACT WITH Your Content<\/strong><\/h5>\n<\/p><\/div>\n
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This is the most essential element. Interaction creates community. It's about creating a Two-Way Conversion with your audience. They want to be heard. So... do they have a way to communicate back with you?  <\/p>\n<\/p><\/div>\n<\/section>\n

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1.2 Platform Examples <\/h2>\n
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Now that we know the essential elements to look for in our PLATFORM, let's take a look at a few of my favorites...<\/p>\n<\/p><\/div>\n

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1. Podcast<\/strong><\/h5>\n<\/p><\/div>\n
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I started my podcast (Mind Your Business<\/a><\/strong>) back in January of 2016, and I haven't looked back since! I absolutely love it. And here's why: every week my listeners anticipate and tune in to a +40-minute episode discussion about stuff they need to hear! And every month my audience and my downloads continue to grow! <\/p>\n

If you're looking to interview guests, have longer, "conversation-style" topics or discuss anything story- or mindset-related, a Podcast might be a right fit for you!<\/p>\n<\/p><\/div>\n

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2. YouTube <\/strong><\/h5>\n<\/p><\/div>\n
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Well... don't get me started on YouTube! With over 10 million views, it's what built my business! YouTube is powerful because it is a Search Engine. Every day people head to Google or YouTube with questions and seek "how-to" tutorials and reviews. And they have the opportunity to find YOU!  <\/p>\n

But if you're not a fan of being on camera, or you hate making video, YouTube may not be right for you. It takes time (like any TORTOISE Strategy), but the pay off is amazing!<\/p>\n<\/p><\/div>\n

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3. Facebook Group<\/strong><\/h5>\n<\/p><\/div>\n
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Creating your own FREE private Facebook Group is all about being the Facilitator of a COMMUNITY. This can be powerful. Here it's less about creating content, and more about facilitating culture and communication.  <\/p>\n

We have a Free Group for Business By Design, and it's so powerful for creating engagement and connection!  <\/p>\n

But, groups can come at a cost: tons of spammers and nega-bots means you (or someone on your team) will need to do a lot of maintenance and monitoring to make sure the integrity of the group is kept intact. <\/p>\n<\/p><\/div>\n

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4. Blog<\/strong><\/h5>\n<\/p><\/div>\n
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The traditional platform: The Blog! Whether it's articles, info-graphics, video, or audio, the best part about a Blog is... YOU FRIGGIN' OWN IT! Which means you have 100% control over the look, feel, navigation, etc. And ultimately, I feel everyone should have some sort of Blog so people can do their research and learn more about you. <\/p>\n<\/p><\/div>\n

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5. Instagram<\/strong><\/h5>\n<\/p><\/div>\n
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Believe it or not, sites such as Instagram can be great for creating a platform and a community. There are a TON of people on Instagram... and they're on it like ALL DAY LONG, so that can be good! But the consumption of the content is... instant. People scroll through pictures in milliseconds... so you won't have much time to catch and hold their attention.<\/p>\n

So yes, you can absolutely build a Content Platform on Instagram. But personally, I love using Instagram to communicate and promote my Podcast and Blog content.  <\/p>\n<\/p><\/div>\n<\/section>\n

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1.2 How To Find Your Platform <\/h2>\n
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So... which platform is right for you? Use the following GREAT questions to help gain clarity on where you should be focusing your time, effort, and genius!<\/p>\n

#1. Where is your audience now? Where do they hang out? And what do they like to consume?<\/strong><\/p>\n

#2. What questions does your audience ask? How do they find the answers?<\/strong><\/p>\n

#3. How do you like creating content? What's easiest for you?<\/strong><\/p>\n<\/p><\/div>\n<\/section>\n

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2. Choose Your Content: <\/h2>\n
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Utilize important topics of conversation and frequently asked questions inside your community to determine your content.<\/p>\n<\/p><\/div>\n<\/section>\n

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2.1 Outline Content <\/h2>\n
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Once you know which platform you will pursue, it's time to identify WHAT content you will create. This can be challenging at first, so use the following questions to create a preliminary list of topic and episode ideas. Then, as you proceed, you'll continue to get GREAT IDEAS, inspiration, and listener feedback that will develop into future content ideas. Make sure you have an easy process in place for capturing and documenting those ideas!<\/p>\n

What are the biggest questions your audience is asking?<\/strong><\/em><\/p>\n

What is your audience struggling with? What are they frustrated by?<\/strong><\/em><\/p>\n

What are your "competitors" (other content creators in your industry) creating content about? What is their most popular content?<\/strong><\/em><\/p>\n

Note:<\/strong> These are just to get you started. In the NEXT training video and process, you'll actually go through an entire SURVEY PROCESS to gain even more clarity. <\/p>\n

Take a moment to write down a rough list of content ideas now. Below is just a quick list of our latest podcast episode topics, all of which started as ideas following this same process. <\/p>\n<\/p><\/div>\n

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3. Create Your Content Process : <\/h2>\n
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In this step, I'll help to give you the FRAMEWORK for a process that you can develop with your team to effectively CREATE your content as easily and effeciently as possible!  <\/p>\n

Use the example steps below to help create YOUR unique process so creating content becomes easy and efficient!<\/p>\n

HINT:<\/strong><\/u> Creating content should be done in BATCHES! Can you create 3 months of content in a week? How about 6 months of content?!<\/em><\/p>\n<\/p><\/div>\n<\/section>\n

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3.1 Identify The Intention and Content Upgrade <\/h2>\n
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In this first step, it's essential to identify two essential elements:<\/p>\n

#1. The Intention of the Content:<\/strong>
What do you want to communicate to your audience? What is the BIG FAT TAKEAWAY?<\/p>\n

#2. The Content Upgrade:<\/strong>
What will you be offering as a FREE "Opt-In" to build your list? (more in Step #4 of this process)<\/p>\n<\/p><\/div>\n

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Example:<\/strong><\/h5>\n<\/p><\/div>\n
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As an example, we'll use Episode #76 of The Mind Your Business Podcast. The topic I began with was all about SURVEYS. <\/p>\n

#1. The Intention of the Content:
<\/strong>The intention was to communicate the VALUE and IMPORTANCE of always using Surveys in your business... AND communicate the right questions to ask. <\/p>\n

#2. The Content Upgrade:
<\/strong>A FREE "How To Create Your First Survey" .PDF 
How To Create Your First Survey<\/a><\/strong><\/p>\n

You can view the Episode Show Notes here:
Mind Your Business Podcast, Episode 76<\/a><\/strong><\/p>\n<\/p><\/div>\n<\/section>\n

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3.2 Outline Content <\/h2>\n
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In this step, it's good to create a quick ) Outline of what you want to communicate in your content. I always like to use NUMBERS. For example: 7 Steps or 5 Strategies or 3 Ways... etc. <\/p>\n<\/p><\/div>\n

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Example:<\/strong><\/h5>\n<\/p><\/div>\n
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In my "Survey" Episode of the Podcast, I began with a story that demonstrated how and WHY Surveys are so important. <\/p>\n

Then, I decided I wanted to share the 6 ESSENTIAL Questions you NEED to ask in a Survey.<\/p>\n

Then, I shared a bit on how to get your Survey out there to your audience.<\/p>\n

And finally, I shared out HOW to interpret Survey Results.  <\/p>\n

That was the basic Outline... and my Content Upgrade was a .PDF on "how to actually implement this step by step."<\/p>\n<\/p><\/div>\n<\/section>\n

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3.3 Create It (Write, Record, etc.) <\/h2>\n
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This is the step where you actually CREATE your content.<\/p>\n

If it's a Podcast, you hit record! If it's a Blog post, you start writing. You get the idea.  It's also important that you CREATE your own process for how you prepare to create your content, so it's organized and consistent.<\/p>\n<\/p><\/div>\n

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Example - Podcast Creation Process:<\/strong><\/h5>\n<\/p><\/div>\n
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Here's an over-simplified version of the process I use when preparing to record each of my Podcast episodes. <\/p>\n<\/p><\/div>\n

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