1.2M Followers in 6 Months… My Content Marketing Strategy REVEALED
Summary
TLDRThe video outlines a 5-phase approach for building an effective content marketing machine to acquire customers. It emphasizes first simply starting to create and post content, then being consistent, expanding reach by posting across platforms, maximizing frequency of posts, and finally actively capturing and repurposing quality content. For small businesses, the goal is lead nurture to establish legitimacy rather than lead generation. For those using content as the primary customer acquisition channel, it requires significant investment of time and money to create high-quality, valuable content that earns people's attention.
Takeaways
- 😀 Most people haven't even started posting content yet (phase 1)
- 👍🏻 Be consistent with posting content on a regular cadence (phase 2)
- 🌎 Post content reliably across all platforms (phase 3)
- 🚀 Max out posting capacity on each platform (phase 4)
- 🎥 Actively create and capture more content (phase 5)
- 💰 Use content to nurture leads if you have other lead sources
- ⏳ It takes time for content marketing to generate leads
- 🤝 Consider hiring specialists to help with content creation
- 🎯 Narrow your focus to become an expert in your niche
- 📈 Start small by establishing legitimacy before going big
Q & A
What are the 5 phases of building a content marketing machine that Autry talks about?
-The 5 phases are: 1) Make something and post it, 2) Post something consistently/on a cadence, 3) Post reliably on all platforms, 4) Maximize how much each platform can take, 5) Capture and create (e.g. have a show where people call in)
What are the 2 primary objectives Autry mentions for content marketing?
-The 2 objectives are: 1) Lead nurture - providing social proof and content for prospects to review, 2) Lead generation - using content to actively generate new customers
What does Autry mean when he says quality over quantity, but quality quantity wins?
-He means that high-quality content is important, but producing a lot of content still beats only having high-quality but little content. Quantity allows you to improve quality over time.
Why does Autry recommend building a master list of your best performing content?
-To provide salespeople with content to share with prospects between calls or early in the sales process, as it has proven resonance and ability to convince people to buy.
What does Autry say is the purpose of Phase 3 content marketing?
-Learning what content packaging looks like on each platform. Tailoring your content for each platform's style.
How can you convert social media followers into customers?
-By having clear call-to-actions in your content and social channels pointing them to ways to do business with you.
What does Autry say is more important than vanity metrics like views and subscribers?
-Putting out content true to your values and messages, focused on attracting your ideal type of customer vs chasing whatever performs well.
How does Autry recommend establishing your expertise so people listen to your content?
-By narrowly defining the problem you solve extremely well, even if it's niche, to the point no one can question your expertise on that specific issue.
What does Autry say is the biggest cost if people won't even pay attention to your free content?
-Their attention - if your content does not provide enough value to earn people's time and interest, that is a larger issue than any pricing.
What options does Autry discuss to develop in-house expertise for larger content programs?
-1) Hire specialists/vendors first to rapidly advance then transition to employees, 2) Hire and train employees from the start.
Outlines
😊 Six phases of content marketing for business owners
The paragraph outlines a six phase process for implementing content marketing. It starts with simply making and posting something. The next phases involve posting consistently, posting reliably across platforms, maximizing volume on each platform, and actively creating capturable content. The purpose evolves from lead nurturing to lead generation as you advance through the phases.
😃 Optimizing content for different platforms
This paragraph explains phase three where you post content reliably across different platforms. It emphasizes optimizing the packaging and presentation of the same content for each platform. The goal is to learn what works on each platform in terms of engaging that specific audience.
👷 Specializing content for audience relevance
The paragraph recommends specializing content by solving specific problems for a target audience. It uses the example of becoming the best at fixing toilets in a local area and then expanding the scope of content from there. The key is providing high value content to earn people's attention.
Mindmap
Keywords
💡content marketing
💡lead nurture
💡organic reach
💡patient advantage
💡quality over quantity
💡toilet expertise
💡tangible value
💡repurposing content
💡content recurrence
💡content automation
Highlights
I told clients to stop making content because they were wasting time. I was partially right and partially wrong.
There are 5 phases in building a content marketing machine: 1) Make and post something, 2) Post consistently, 3) Post reliably on all platforms, 4) Maximize volume on each platform, 5) Capture and create content.
Quality over quantity, but quality quantity wins over just quality. You need volume to determine what quality is.
If you have other customer acquisition channels, content is for lead nurture, not lead generation.
Your best content gives salespeople ammunition and tests hooks for ads.
Phases 1-2 are just posting valuable content to appear legitimate. Phase 3 is learning platform packaging.
Phase 4 is maximizing volume on each platform. Phase 5 is deliberately creating high-quality content.
It takes long-term patience for content marketing to work. Expect at least 18 months.
Resist the temptation to chase metrics over your true audience and message.
Define your niche narrowly to be the expert, then expand topics over time as you build authority.
Provide value first. If people won't even pay attention, your price doesn't matter.
Back claims with evidence. Fix 500 toilets well, then talk business.
For lead gen, invest in content like paid ads: vendors first, then in-house employees.
Small businesses only need phases 1-2 to nurture leads and appear legitimate.
To scale, maximize volume across platforms, then create high-quality captive content.
Transcripts
six years ago i told clients of jim
launch that they should stop making
content because they were wasting their
time i was partially right and partially
wrong and in this video i want to break
down the shift that i've had in terms of
content marketing and its role within a
business the five phases in building a
content marketing machine and how to
focus on one of two primary objectives
with content marketing and so if you
don't know who i am my name is autry
mosey i own acquisition.com we're full
of companies right now does over 150
million dollars a year i make these
videos because i hope that you use the
stuff you make a bunch of money and then
you come and join acquisition.com so we
can invest in your business that's why i
do it let's rock and roll with the
phases of content i'm going to walk
through the five phases and then i'm
going to talk about which of the
objectives you're solving for each of
these and then finally like an out scale
version all right phase one is you make
something
and you post it that's it you just gotta
post something sometime somewhere and
believe it or not a lot of you guys
haven't even done phase one which is why
i have to outline it number two is that
you post something consistently you
create a cadence or a calendar around
when you post you find a platform that
you like ideally one that you're
probably already using and you just post
again after you post it once and you say
you know what this was seven days apart
if i do this every seven days i will now
be consistent for me i just know that
there's one day a week that i do all my
marketing stuff what i do on that day
changes but it's always marketing
related that's what's worked for me
maybe it'll work for you the third phase
you post you post reliably and you do it
on all platforms that's a massive
increase in the amount of volume that
you are posting this is when it
transitions in terms of objectives and
i'll get to the objectives in a second
phase four is that you go from posting
just even once on every platform on a
regular cadence to maximizing how much
every platform can take the short form
platforms can take sometimes five ten
posts a day like twitter or tick tock
facebook reels at this moment rules
change all the time if you have a news
feed style or you have an audience that
it's pushing stuff to they tend to
fatigue faster and they don't want to
get overwhelmed with one person that's
usually where you get capped at it one
or two times a day and so what you have
to do is look at all the platforms
figure out what the max amount is that
you can publish on a platform and then
all you do is you crank the volume on
all of them at the same time that's
phase four most people never even get to
phase four and then phase five you go
from creating for all of those to
capturing and creating for example if i
wanted to have a show where everybody
called in and i could repurpose all that
stuff across content that would be me
deliberately creating content in a way
across all those channels but not only
creating but also capturing so that i
could further enhance my reach and the
amount of volume that i created and the
big rule with volume that i have is that
there's no such thing as too long only
too boring the second rule that i have
is quality over quantity but quality
quantity wins over quality in order to
know what is quality it usually takes
reps to get good and so you will
probably do a lot in the beginning and
it will probably suck comma and that's
okay because it is a requisite for
getting good you start by sucking and
then you get better and then eventually
you suck so little you're actually good
the difference between phase one and two
and phase three four five is the
objective if you're doing phase three
four five the objective is to generate
new customers from content and it's
different than phase one and phase two
where the only reason you can do that is
just to have lead nurture just to give
you guys some sales stuff just to give
you guys some fodder and just test some
hooks those are the five phases if
you're a small business owner that costs
time and that costs money so what do you
do i actually have had this conversation
with probably half of our portfolio
companies in the last three months what
is the role of organic marketing play in
the business from concept of acquiring
customers that's why we do this stuff
right we do this to acquire customers if
you have other ways of getting customers
which for most of you would be manual
outbound affiliates or paid ads besides
referrals and if those are the primary
channels you do not want to take your
eye off the ball on that that's what's
paying the bills that being said the
purpose or the objective of having the
organic content is lead nurture not lead
generation so what happens is someone
comes in through an affiliate someone
comes in through a paid ad someone comes
in through a manual app on because you
had an sdr call them or they got a cold
email what do they do they look at your
social profile they look at your website
and they say is this person legit the
only litmus test you have to pass there
is that you've posted something recently
that's not [ __ ] that's really it they'll
probably consume two three four pieces
of content and say this guy or this gal
knows what they're talking about this is
recent enough that i know that they're
still in business this is a legitimate
business that's all we're trying to
accomplish here and if you do start to
have content that starts performing
better than others that gives you two
things one is it gives the sales guys
content that they can proactively feed
to the prospects and so what you should
build is a master excel sheet of your
best content of all time because there
is some content that you've made
knowingly or unknowingly that convinces
more people to buy from you on that
content sheet you'll have what are the
faqs what are the types of questions
that people ask on sales calls which
gives you great fodder for the types of
content you make in the future and again
you do it for one for the sales team and
two for marketing you do it for the
sales team because as soon as they have
that question they can send that as a
reply between call one and call two to
close a prospect or if they have the
question that they found out before the
call they can send it to them beforehand
increase the likelihood they close but
that's the first tangential benefit
besides nurture that making this content
helps you with the second one is that it
gives you an idea of what you can start
leading with on your paid side they're
disproportionately saving it
disproportionately sharing it when you
run paid ads you can look at your
organic content be like dude i don't
know what it is people went nuts for
this if for some reason this headline or
this hook worked well you weave it into
every one of your cold emails and you
can split test it and say wow this beat
our control and so think of the the
content you're making as just low risk
ways of testing hooks and headlines to
get people to buy from you phase one and
phase two if you're in one of those
camps you don't need to do anything else
that's it that's all you gotta do if you
wanna know what it looks like to
actually use content marketing as a way
to generate leads phase three which is
your posting once a week or on some
cadence on all platforms the purpose of
phase three is learning what packaging
looks like on each of the platforms if
you've ever seen that meme that had like
tinder linkedin facebook and like
instagram platforms are all a little bit
different same person just packaged a
little differently this tweet here then
getting put into a tick tock then also
getting put into a youtube short and
then also getting put into a reel it's
the same concept the same subject matter
but we package it a little bit
differently phase fours you then say
great i feel like we finally get each of
these platforms and this [ __ ] takes
time it takes probably six months and
this is if you have means to pay for the
stuff but i'll get into the cost in a
second maxing out the platforms which is
phase four number five is actively
creating so candidly right now i'm
barely scratching phase five we're
actually just dialing on phase four
which is maximizing across all platforms
we're not really there yet we're maxed
out on probably half the platforms i'm
mostly making that's what we're doing
right with 345 you're actually making
good enough content that the platforms
are serving it to new audiences because
they are able to grow the amount of time
people spend on the platform because
your stuff is good they pay you an
impressions for providing value to their
audience more followers more likes all
that stuff you still have to have a way
to convert those people into customers
and so the way to do that is just having
call to actions for example if you're a
business doing three million dollars or
more and you're an internet business go
to acquisition.com you can fill out the
stuff for a minority investment that's
what we do put that into your content
and then the rest of your time you're
just providing value you don't need to
get fancy with it you don't want to be
one of those guys who just pitching all
the time a lot of people oversell the
small amount of demand they have so they
can never grow the audience the more you
give the more you grow the more you take
the more you shrink and when you do it
that way you never go hungry because you
always have more people knocking on your
door than you have seating in your in
your house from a cost perspective
there's time cost there's long term cost
and there's money cost if you start
doing content as your way of getting
customers expect it to take a long time
i started making content for
acquisition.com about 18 months before
we really started seeing any kind of
deal flow or growth across the platforms
if you think about this as a long-term
play i still believe that fame is the
most efficient business model all right
it's one of the best ways to arbitrage
making money but it takes time and no
one's willing to wait which then gives
you a competitive advantage because
patience is one of the ultimate
advantages is that you're just willing
to do things for an unreasonably long
period of time without thinking you're
smarter than you really are a quote from
neil strauss even at phase three it's
going to be pretty much beyond your
capacity to actually create capture edit
and distribute across all platforms
you're not gonna be able to do it on
your own and so you need some degree of
leverage that leverage is gonna come in
the form of labor you're gonna have to
pay people to help you out in the
beginning the more costly way of doing
it but faster is to have vendors so to
have people who are specialists on each
of these platforms because what they're
going to do is get you up to speed five
times faster they're gonna already know
all the mistakes that people normally
make now one thing they have to look out
for for vendors and this is especially
important you know for me is that most
vendors are data driven and what i mean
by that is they get obsessed with clicks
and views and impressions and
subscribers that's good
to a degree it's okay to be satisfied
with a smaller audience that's just the
type of person that you're actually
looking to attract it's hard to make
this shift and it's really hard to ram
it down their throats because most
clients that pay them only care about
those things because they don't know
what else to measure just because it's
easy to quantify doesn't mean it's
important the values that you have the
messages that you want to get out there
who you're trying to reach will be more
important than the quantitative metrics
are those good litmus tests in terms of
if nothing you ever have hits yeah you
should probably pay attention to that
but if only one specific type of thing
hits and it's not core to who you are
you got to be able to resist that
temptation because otherwise you're
going to build this audience doing stuff
you don't want to do attracting people
you don't want to be with for us to put
out the stuff that we put out right now
across all platforms for layla and i
cost about 70 000 a month that's to put
out roughly 160 pieces of content a week
you're like oh my god like i know it's a
lot that's because we're trying to
promote we're using this instead of
using paid ads so if i were to just pay
for the impressions it would cost me
about 2 million a month to get the
impressions that right now cost me about
70 000 a month i have a lot of cost
savings doing it organically the lever
on that though is how good you are and
that's tough and it probably sounds
weird for me to even say this so take it
the way that you probably or hopefully
know that i mean it most people talk
about stuff that they don't have the
right to talk about just because you
call yourself an expert doesn't make it
true and so the question is how narrowly
can i define the problem that i solve so
that in that tiny world in that pond i
am king you might not be the best
business person in the world i'm not but
the question is of all the sources of
information that are both entertaining
and educational is the stuff that you
put out there good enough that people
are like i will pay attention to this
person because if you've ever struggled
to give away your services for free it's
because the biggest cost isn't your
price if people aren't willing to pay
for it with their attention then it has
other costs which is it's not worth
their attention why should this person
listen to me and why is this worth their
time if you can answer those questions
in the content that you're making in a
tangible way that their life is going to
get better as a result they'll come back
and tell their friends i'm not andy
versailles i'm not gary vee i'm not at
my lead i'm not all closing in on a
billion dollars plus i'm not grant
cardone well don't try and compete with
them but if you're like hey i'm the
fastest toilet fixer in this side of
tuscaloosa you might only be competing
in three guys if you have evidence you
are beyond reproach if someone looks at
you and says like hey man your content's
crap you can be like this is how you fix
toilets i'll try and be more
entertaining next time but this is how
you fix them and you have evidence that
you fix 500 toilets this way first
you're fixing toilets and then you're
talking about how you can expand a
plumbing business and then you're
talking about how you can expand a local
business and then you're talking about
marketing on whatever specific method
you use to grow your thing and then
you're talking about expanding an
enterprise and then lo and behold you're
a business expert but it takes time if
you're a small business owner you can do
the first two phases just post about
stuff make sure it's valuable just to
make sure that you are a legitimate
looking business that looks like it's
doors say open on it that's all we're
trying to accomplish and help the sales
guys out if you want to make content
marketing your actual lead generation
machine then you need to invest in it
the same way you invest in it for paid
marketing you're going to probably have
to have vendors you're probably over
time what you learn from your vendors
you're going to bring employees in-house
and you're going to teach it to them and
then you start scaling the volume up
internally and then phase 5 you go max
out mode right you start cranking out on
everything and then you start creating
stuff specifically but when you're doing
that at that phase you probably don't
need to worry about this video
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