Hey there,

It is Matt from Lead Generation Academy. Today’s newsletter will talk about the purpose of each content type as a lot of people get it confused.

Problem

Most people that I work with seem to either confuse the purpose of the different types of content (and use them for the wrong purpose), or they just have a ton of different content channels all working in insolation.

In both scenarios, it makes the effectiveness of the content strategy almost zero. This is obviously a bad thing, because a lot of people put hours and hours into their content with no ROI to show for it.

Example

I had a client come into Lead Generation Academy who was experiencing this each problem. He was actually very good at creating content and put a lot of time into it. It was “working” in the sense that he was about $100k/mo only from content marketing, but this was truly underachieving as he was great on camera, had a wealth of knowledge and experience, and was very committed to putting 10-20 hours per week into it.

He had all of the platforms:

  • Two YouTube videos per week

  • Two podcasts per week

  • Two newsletters per week

  • Seven short form videos per week

  • 14 Threads/LinkedIn posts/Instagram carousels per week

  • 35+ Twitter posts per week

However, for him, it seemed like he had it all mixed up, with each channel working completely separately, and more time and effort being put into posts and short form video than his long-form stuff.

Then, we made a change to his strategy that treated all his Twitter posts and short form videos, Threads, LinkedIn posts, Instagram Carousels, etc. as top of funnel only (broad topics, good production value) with the call-to-actions all going to his top four YouTube videos that historically got the most calls booked.

Then, in the bio and pinned comment of his YouTube videos, we had a link to a lead magnet that would get them on his email list, and a second link in the bio (as well as in the emails they receive) to go to his podcast.

This strategy completed changed the course of his entire business as it is an example of how things are supposed to function with content. Shorter, easier to consume content get views, then you drive those views to the long-form educational stuff that actually builds authority, and then you use the long-form stuff to get them on your email list because about 90% of clients will ultimately convert from your email list (regardless of where they came from initially).

If you do not have this strategy in place, you will not scale content.

Application

So, how does it work, step by step? You can very much do the same thing as my client above, but here is a summary:

  1. Find a way to do the following volume of content:

    1. Two YouTube videos per week

    2. Two podcasts per week

    3. Two newsletters per week

    4. Seven short form videos per week

    5. 14 Threads/LinkedIn posts/Instagram carousels per week

    6. 35+ Twitter posts per week

  2. All of the links in your short form videos, threads, posts, carousels, etc. should go to your most popular YouTube video(s).

  3. Your YouTube videos should be 1+ hour long each, and you should post twice per week. Give absolute sauce away in the videos, as the entire purpose is to nurture people. The more “time they spend” with you, the more they trust you.

  4. In your bio and pinned comment, you should have the link to an opt in page with a valuable lead magnet that further nurtures them. I like to put quick wins in the lead magnet that they can try, see it actually works, because then trust goes through the roof.

  5. Give away more sauce in the newsletter, but make it as quick as possible. The newsletter is a powerful end point because it is the only platform where you can reach 100% of your audience whenever (social media platforms do not show posts to everyone at once), as well as have a link to your CTA very easy, very obvious for everyone to see.

  6. There are four parts to content:

    1. The idea

    2. The scripting/creation

    3. The editing

    4. The posting

    5. I would try and outsource A, C and D to someone on your team, but I would NEVER recommend outsourcing the scripting or creation of the content. It should be you, and only you.

  7. Do this for six months in conjunction with ads and outreach, and you will be absolutely stunned at how much you can scale.

Work With Me

If you want my help creating your content strategy (and many other things), check out my program at https://leadgenerationacademy.ai and book a call to see if you qualify.

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