Every brand who wants to stand out must become a media company. It’s the only chance you have to be discovered in such a noisy marketplace. That’s why it’s more important than ever for brands to become publishers.
It begins with you.
People buy people before they buy brands. Since people are more likely to encounter you online before they encounter you in person, your brand publishing strategy must create a brand promise that will create trust between you and the prospect. It is worth noting that you should be confident in your ability to transfer that brand promise “off the screen.” Not being able to do so could be fatal.
Your ability to sustain your influence is dependent upon your publishing strategy.
That doesn’t mean you need to be everywhere, but you need to be present in the places where the people you hope to engage are consistently present. Buyers are not going to shift their native consumption habits to meet your preferences. Make it easy for people to connect with you by producing channel-specific, brand-consistent content that takes advantage of the strengths of whatever channel you choose to use.
Once you decide the channel, you must create a publishing process that is equal to your ability to maintain it. If you set your expectations beyond your ability to deliver and integrate into your normal habits, you will become frustrated and quit. Further, your brand publishing opportunity will close quickly.
Content development is within reach when you create a system that establishes predictable habits.
Using a ghostwriter is certainly an option. Another option is to find a way to fit into the normal workflow of your senior leaders. It’s really a lot easier than you might think.
Consider these nine simple steps to supply all your annual content needs:
- Begin with a problem, question, or obstacle of the person you want to reach.
- Develop a detailed outline.
- Write 200 words a day and publish as a blog post.
- Deliver your blog posts weekly via an automated, RSS-driven email campaign.
- Do this 20 days every month. (That’s 4,000 words a month!) Note: When you come to a five week month, give yourself the fifth week off.
- Every two months, gather your content into short, lead generation eBooks to help you drive traffic to your site and build your email subscription base.
- Every three to four months, produce a shorter, 20,000–25,000 word non-fiction book available in print or digitally.
- Every 10 months, take your 40,000 or more words and turn it into a 175–200 page trade-sized book to use for speaking engagements and guest lecture opportunities.
Do this every year, and you’ll outpace your competition every time.
Seriously. It all begins and ends with 200 words a day.
The net result of your efforts in any given year:
- 240 blog posts (approx. 200 words each)
- Six eBooks for lead generation (approx. 6,000–8,000 words)
- Two shorter, leadership-style books (approx. 20,000 words) available in print or digitally
- One trade-length book (approx. 40,000 words) available in print or digitally
What’s holding you back from becoming a content machine who can leverage your platform and influence to drive your brand (and influence) forward?
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