★ Using a few key frameworks and tools, product creation now "easier" than ever
★ The product creation workflow and the content marketing or production workflow now overlaps significantly
Product Creation
★ Authority
★ Traffic “Bait"
★ Content marketing / syndication
★ Events
★ Free and Paid
Types of Content
★ Create using media that can easily be repurposed
★ Video -> Audio -> Text is the easiest way to derive/repurpose content
★ When possible, start with Video
Streamline Content Production
★ Text
★ Blog posts ★ Articles, Press Releases ★ Guest Posts ★ Email ★ G+, FB, Twitter
Applications of Content
★ Video
★ Blog post ★ Youtube ★ FB / G+ and other social Media ★ Podcast (video podcast, vlog) ★ Images to Pinterest ★ Video hosting sites (Vimeo, Blip, etc)
Applications of Content
★ The process for creating the content can be the same - whether for free or paid content
★ If you start with video format, you give yourself the most options for migrating to other formats and applications
★ Your blog is your authority center, the others are channels for directing traffic to your blog
Key Takeaway
★ Known structure for conveying content that can help keep focus on content, not context
★ Structures to allow you to focus on the content and how to organize it
Frameworks
★ 6 Serving Men
★ Kolb Learning Styles
★ Modular (3x5, 5x3, 6x4, 4x6)
★ Steps, Lists (Top 3, 5, 7, 10, 12, 21 etc)
★ 10 x 10 x 4 (for a series)
Frameworks
★ Screencasting
★ Screenflow / Camtasia
★ Powerpoint / Keynote / Google Drive / Skydrive
★ Or .. just do a hangout
Tools
★ Direct to camera or screencasting
★ Recording with or without an audience
★ No rendering or production in the workflow
★ But it has the Google watermark
Hangouts
★ Use your smartphone (iPhones have great camera’s!) and some inexpensive tripods/lenses
★ Have a good lighting source and use as good a mic as possible
★ Most people are more natural when following an outline, but not scripted
Direct to Camera
★ Traffic -> Hangout -> Strategy Call -> Client
★ Client -> Groups -> FF/ND -> Solution -> Hangout -> Offer -> Sale -> Creation -> Deliver
Marketing Flow
★ Don’t over-segment your list initially
★ Have two key focuses for your lists initially
★ Make “low-resistance” offers to identify buyers from browsers
★ Cater to the clients FF / ND by offering products identified through engagement
Marketing Flow
★ Hold a hangout to create free line content
★ Put the recording of the hangout behind your “optin page”
★ Update the option page benefit bullets
★ Start driving traffic
Action Steps