We’re living in the age of the content creator. Content is a massive part of a sound digital marketing strategy and the linchpin of inbound marketing. Here are 5 ways you can become a prolific content creator to grow your online business.
Gary Vaynerchuck was 100% right when he said that all of us are media companies.
Did you catch that?
“The cost of entry to being relevant in our society today…is content. If you’re not putting out [content], you basically don’t exist.”
It doesn’t matter if you’re a solopreneur, a small online business, or a traditional brick and mortar, you’re also a media company now (or you’re invisible).
Gary has proven this with his own personal brand, which stands separate from the actual media company he runs.
Without content, Gary would just be another little-known CEO of a 150 million dollar company.
With content, he’s GaryVee.
The guy is everywhere with content and his brand and influence continue to grow and grow.
So let’s look more closely at this concept of not just being a content creator, but being a prolific content creator, from the top…
What is a Content Creator? Why is Content Valuable?
The term is self-explanatory. A content creator is anyone who produces “content.”
What’s content? Well, in this context, it’s consumable information or entertainment created as a form of marketing.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
All of the following are forms of content:
- Articles & blog posts
- Audio & podcasts (Read: How to Start a Podcast)
- Case studies
- Online courses
- Email (Read: Email Marketing Tips and Best Practices)
- Slides Presentations
- Quote cards & memes
- Q&As & AMAs
- Product reviews
- Virtual summits
- …and more
A little content here and there doesn’t do much for your business or brand. A lot of content on the other hand – reaching levels that would be described as “prolific” – can absolutely skyrocket your business.
Let’s talk about how you can be a prolific content creator, even if you don’t have a ton of money, a big team, or a lot of time.
How to Be a Prolific Content Creator
Now that we’re on the same page – you know what content is, you know what kind of content works, and you know what a content creator is – it’s time to talk about how to create content to the point at which people can’t ignore you.
I’m going to give you five power tips to get you started…
Tip #1: Create Daily
You’ve probably heard this tip before but it’s so important that it deserves constant reiteration.
You can’t be a prolific content creator if you don’t have a good amount of content. And there’s no big secret (beyond the other tips I’m going to share with you) to creating content at scale.
The only secret is: the best creators create daily.
That doesn’t mean they create a new piece of finished content every day, it means they have a habit of daily creation.
Now, don’t misunderstand this principle. It’s not about creating content for the sake of creating content. It’s not about strapping yourself to a never ending content production treadmill because that’s what someone told you do.
Creating content has so many benefits aside from the obvious inbound marketing opportunities. Sean McCabe is one of the first people I really learned this from because of his ability to clearly communicate more of the other benefits.
Creating daily helps you…
- Develop and clarify your message.
- Shape your brand.
- Learn more about your target market (based on research and watching how they interact with your content).
- Refine how you think about serving your audience.
- Continuously re-invent yourself (just like most successful artists who create consistently do).
- Figure out how different topics and concepts fit together in your business.
Those things are priceless to your business. And remember, all that is on top of the core benefit of content: driving traffic, leads, and sales.
Tip #2: Religiously Repurpose Your Content
There’s a tipping point at which you show up so often and in so many different places that people feel like you’re everywhere and can’t ignore you.
The *trap* is believing that you have to show up everywhere, all the time, with different content. You don’t.
You can publish the same fundamental content across all platforms, in multiple formats, repeatedly.
This allows you to seemingly do the impossible: continuously show up “everywhere” with “fresh” content like it ain’t no thang.
See, prolific content creators know three important things about content consumers and the strategy of repurposing content:
- People won’t see your content across all the platforms you publish it on.
- If people do see your content more than once, in different formats, they won’t care or remember that they saw it before.
- People *need* to see your content multiple times, in multiple formats, for things to “click.”
That blog post you wrote? It can also become a podcast episode, a video on YouTube, a Slideshare presentation, a collection of image quotes, an Instagram story, and so on.
That’s what repurposing looks like in the real world and it’s something I recommend doing with every single piece of content you create. Then, six months later, pull all that content out again for another round of exposure.
Tip #3: Splinter Your Content
Splintering content is different from repurposing content. Here’s how it works…
Let’s use a blog post as an example. If you write pretty epic blog posts (1800+ words) you’re going to inevitably include a bunch of sub-topics.
The article you’re reading right now is a perfect example. Scroll back up and you’ll see the section, “What is a Content Creator? Why is Content Valuable?”
I included what amounts to a little blurb about that for additional context, but I certainly didn’t cover that sub-topic in detail. I also didn’t explore how that sub-topic can be approached from different angles.
You splinter content by creating multiple new ideas from an existing piece of content. This greatly cuts down on the amount of planning, brainstorming, researching, or whatever other time-consuming and resource-heavy steps are included in your content creation process.
It would be very easy for me to create new content that explores that sub-topic of the value of content further and in different ways. Consider these…
- Which Kind of Content is Most Valuable (We Analyzed 12 Different Types)
- 5 Reasons Video is More Valuable Than Written Content
- 17 Stats That Prove Why Content Marketing is so Valuable
The list goes on.
To the casual observer, this is all fresh, unrelated content (especially if it’s published at separate times or on separate platforms). Really, though, it’s all just splintered from the same piece of original content.
Also, notice how Tip #2 and Tip #3 combine to create compounding results. Each new splintered piece of content will create dozens of repurposing opportunities!
Tip #4: Outsource More
While content repurposing and content splintering both help you “be everywhere” with much greater efficiency and effectiveness, it’s still a lot of work.
Being prolific for 90 days is something anyone can do. Being prolific for years is another story.
If you want to be prolific over the long haul, it’s a good idea to start building out a team (don’t get scared, it doesn’t have to be big and expensive).
More specifically, here are the three positions I would recommend filling at minimum:
- A content editor.
- A content repurposer.
- A content manager.
Let’s take a quick look at each…
Editing is just as time consuming, if not more time consuming, than writing/creating.
By hiring a content editor you can cut your production time in half. You create (and create more quickly knowing that someone else has to do the editing) and then you hand the content off to the editor to clean it up and put the finishing touches on it.
Creating content requires a lot of skill, knowledge, insight, etc. but repurposing content doesn’t necessarily require any of those things in a lot of cases.
For example, let’s say you want to create 5 quote cards from an article or video you created. If you have a repurposer, all you have to do is send the specific sections off to them and let them handle the creation of the quote cards.
Want a slide deck designed based on an article you wrote? Send it to your repurposer.
Want a content upgrade designed to go with your content? Send the outline for it to your repurposer.
Okay, so you’ve created a bunch of fresh content and your Content Repurposer has created dozens of new and different content assets from those efforts.
The question is, who is going to manage the scheduling and publishing of all this stuff?
That’s where your content manager comes into play. They handle the actual publishing across all the platforms, making sure “fresh” content is showing up everywhere consistently.
Your content manager is also responsible for digging up your archived content and putting it back into circulation. They get bonus points if they work with your repurposer to create 100% fresh repurposed assets from that old content.
While your editor is editing and your repurposer is repurposing and your manager is publishing, you can spend your time creating fresh content or new splinters. It’s like a well-oiled machine.
Tip #5: Master the Art of Outreach
Okay, let’s talk amplification and acceleration for a second. I’m assuming you want to amplify and accelerate your results to reach “prolific” status faster, right?
If that’s the case, then incorporating consistent outreach into your content creation process is a must.
In How to Make Money Online, I talked about the three basic ways to get attention: earn attention, borrow attention, and buy attention.
All the content production you’re doing is the process of earning attention. And yes, you can always buy attention to get your content efforts to scale faster.
It’s the borrow part that I want to focus on now, though, because not enough people are doing it.
There are a lot of other players in your niche and in tangentially related niches who are more than willing to share your content. They’re also willing to let you publish on their site and their channels and they might even send their list an email about you.
Why would they do this? Well, it depends on who you network with and what you can do for them. The point is, prolific content creators often reach prolific status by borrowing other people’s audiences.
This is the ultimate method of amplification and acceleration. If you outreach successfully to someone with 50,000 followers, a 20,000 person email list, or a 30,000 podcast listener base, you will experience significant “overnight” growth.
Do that again and again and again and imagine the results.
I tell my 250K Society clients all the time: “Don’t just sit around waiting for people to find you or partner with you. Those profitable relationships are created through consistent, quality outreach efforts.”
You’ve gotta do outreach consistently. Always be networking!
Content creation isn’t easy, but it’s an undoubtedly effective digital marketing strategy that shows no signs of slowing down.
Regardless of how many times people proclaim “blogging is dead” or “organic reach on social is dead” or “SEO is dead,” content marketing continues to grow in volume and effectiveness.
The bottom line is that the longer you ride the bench, or put out mediocre content, or continue to publish infrequently, the worse things are going to get for you.
If you want to grow faster, double down on content and then use the five tips I gave you in this article to accelerate and amplify your efforts.
And tell me in the comments: what has been your most effective channel as a content creator?