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It's time to change your content strategy
from random to revenue generating.

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From a focus on getting followers,
to a focus on getting clients.

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Followers don't generate revenue,
clients and customers do.

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No business can survive without generating
revenue, and more importantly, profit.

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The earlier you are in your
online business journey,

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the more important this is.

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Hi, I'm David Zimbicki, and you're about
to learn how to grow from struggling

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solopreneur to successful virtual
CEO of your own expert business.

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Your knowledge and skills can change
lives and make the world a better place.

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Are you ready to hit the accelerator
to scale your results and impact?

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Then it's time to build
your expert business.

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So how do we create a content strategy
focused on generating revenue?

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Here's how.

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I've created a sample content
strategy and content plan following

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the techniques in this episode.

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It's included at the bottom of the
show notes post for you to refer to.

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First is thinking about the goals that
your content strategy must support.

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The difference between a random content
strategy and one that generates revenue is

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the alignment toward your business goals.

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At the highest level, all of your
content should be focused on attracting,

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converting, and ascending customers.

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First you want to attract an
audience of your ideal customers.

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Content that shows you understand the
problems your ideal customers are having,

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diagnose the mistakes they're making, and
the things they're trying that don't work.

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Also, the industry
norms that are outdated.

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Next, you want to convert
your audience into leads.

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As you attract your ideal customer by
diagnosing their problems, you mention

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the elements of your program or signature
system that are their prescription, the

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medicine that solves those problems.

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Then ask them if they want that medicine.

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If you go to your doctor and they
diagnose high blood pressure and tell

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you you need this medicine, lisinopril,
which will take your blood pressure

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down within a day, then ask if you
want a prescription, most will say yes.

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This is the initial conversion
from being a lead to a customer.

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Next, you want to ascend your leads and
customers to your highest level programs.

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Using that blood pressure example,
taking a drug isn't really the answer.

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That's just a short term fix.

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The doctor would also likely recommend
a health program of diet, exercise,

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and other steps to address the high
blood pressure issue comprehensively.

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That's what your signature
system or program is.

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The end to end solution that helps your
customers and clients reach their goals.

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The right mix of attract, convert,
and ascend content aligned to your

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business goals and cadence is what
should drive your content strategy.

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So I mentioned the word cadence there.

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And so what we want to do is
understand your business cadence.

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Most online businesses tend to
follow either the launch model, the

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evergreen model, or a hybrid of both.

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The launch model is where you only
open enrollment into your flagship

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program two to four times a year.

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And most of your content and marketing
aligned to those big launch events.

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The evergreen model is where you
allow enrollment into your programs

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continuously throughout the year.

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Then of course hybrid is a mix
of the two, where some of your

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programs use the evergreen model,
and some use the launch model.

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Your decision here is the biggest
single factor for designing

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the right content strategy.

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If you're just beginning, I recommend
the evergreen model, since it gives

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you more opportunities to test
your ideas, offers, and pricing.

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The launch model is risky because all
your effort is focused on one big launch,

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and if a single thing doesn't work or
isn't optimized, your launch can fail.

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Either way, you need to align your
content plan with that business cadence.

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If we look at that customer lifecycle
of attract, convert, and ascend,

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the duration of that cycle is the
main difference between the launch

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model and the evergreen model.

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If you launch twice a year, then
you have a 6 month cycle time to

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attract new customers, convert them
with entry level offers, and ascend

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them to your flagship program.

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You may have two months where you
focus on attracting new audience, two

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months focused on converting them,
and two months focused on the launch.

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In this case, you may dedicate one or
more content channels, like a Facebook

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group, to your existing customers, so
that they aren't left out when you're

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in an attract and convert stage.

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In the evergreen model, the cycle
time is shorter, so you'll need

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attract, convert, and ascend content
running quarterly or even monthly.

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In the evergreen model, in a given month,
the There may be two weeks focused on

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a track content, one week focused on
Convert, and one focused on Ascend.

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Because at any given time, there
are people in all of those buckets.

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In the hybrid model,
it's a mix of the two.

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In most cases, you overlay more launch
oriented content during the periods

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running up to the launch events.

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Hopefully, you see the benefit of
aligning to your goals and cadence,

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and how much most are leaving on the
table by publishing random content

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not aligned to their marketing goals.

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The next step is tuning your
content strategy based on the

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size and stage of your business.

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The current size of your business
should also shape your content plan.

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If you have a small audience,
your strategy should focus more

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on attracting your ideal customers
and then converting them to be

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customers of your entry level offers.

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If you have a large audience already,
your strategy can focus more on

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converting your existing audience
to customers and ascending existing

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customers to your higher level programs.

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It's all about shifting the
mix of your content types.

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based on what's most important
to your business over the

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period you're planning for.

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Next, you want to actually
create your content strategy.

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The template I'll include in the
show notes is what we use to plan the

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initial high level content strategy.

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We drill down from the annual
goal, to the quarterly goal, to the

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monthly goal, and then even weekly.

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That's the template.

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Then at the end of the show notes
post, you'll have a link to a

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finished example with explanations.

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The template is an example
of an evergreen approach.

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If you look at each month, you'll
see each follows the pattern of

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attract, convert, and ascend.

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That means in weeks one and
two of the month, the focus

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is on attracting new audience.

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Then week three is focused on
converting them to a lead or customer.

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Then in week four, the focus
is to get them to join your

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evergreen or flagship program.

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This helps you pick content types,
topics, and calls to action that

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are aligned to each week's goal,
ensuring that everything you create is

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always supporting your business goal.

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In the finished example at the end of
the post, a quarterly approach is used

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so you can see what that looks like in
comparison and the types of content used.

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To summarize, we've covered goal
setting, how to determine the best mix

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of attract, convert, and ascend, and
how to structure annual, quarterly,

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monthly, and even weekly content goals.

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In the next episode, I'll cover what
topics to explore in your content,

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and what content types align best
to attract, convert, and ascend,

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and what calls to action to use.

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You'll then be able to quickly
put together a content plan for

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an entire year that's focused
on generating maximum revenue.

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So here's how to take action now.

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First, determine your annual business
goals and desired cadence, whether

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it's launch, evergreen, or hybrid.

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Second, consider your stage and size
of business and whether your overall

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focus is attract, convert, and ascend.

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And remember, we're doing
all three regardless.

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Start filling out your content
plan template with quarterly,

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monthly, and weekly goals.

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Watch for the next episode where
we'll learn about topics, content

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types, and calls to action so that
you can complete your content plan.

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Then check out the show notes
again for a finished example of a

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revenue generating content plan and
a detailed breakdown of my content

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strategy supporting a product launch.

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Hopefully the finished examples

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help you put the concepts together.

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In the next episode, I'll go deeper
on those content types and how to

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create ideas that align with the
goals of providing high value content

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to your audience, but also moving
them towards your business goals.