535 - Introducing My Content Development Process

November 12, 2018

Hey, what's going on? Welcome to episode 535 of The 7 Minute Mentor with me, Mark Asquith. And today I'm going to introduce you to my content development process. The process that I use, maybe a little bit less so here at my own personal brand, but actually that we use at the tech company when we're building content for productivity or for a podcast website or for the academy. When we're building that kind of content, this is the process that we use. And I'm going to talk to you about that in just one second.

But before I do that, I will be back on Friday with my free coaching. Now I'm back from Harvard. I spoke at Harvard and then just a few days later, did my first ever TEDx talk, so it's been a wild week and we've done the free coaching from all over the place. We did it at Harvard. We did it actually at my home studio on Friday as I went down to do my TEDx.

Now I'm going to be back in the office doing what I do this Friday 4:00 p.m. UK, 11:00 a.m. Eastern, 8:00 a.m. Pacific. Ready to give you 30 minutes of my time completely for free to help you define, challenge and conquer the biggest issues that you're having in your business. So please, please, please come along. Join the free coaching session at excellence-expected.com/freecoaching.

Also, if you are in the United States, you could find yourself in line to win $20,000 thanks to my great friends over at AWeber, with their small business, big impact award. That's right. This is aimed at small businesses or nonprofits, making a real impact. AWeber are all about helping you to do more of what you love and more of what works and they want to help you to make even more of an impact.

So look, if you are, if you are looking at making an even bigger impact, if you are based in the United States, if you are a small business or a non profit, I want you to go to the following address to enter AWeber's small business, big impact award. Head to excellence-expected.com/impact and go and enter that please. You don't need to skip this one. You don't need any kind of time to invest in this one. Just please go and enter this. It's free money if you win, all right. AWeber's small business, big impact award excellence-expected.com/impact.

All right, so let's talk about content. Content creation is something that contrary to some beliefs, you can develop systems and processes for, to max out the impact that your content has. Now, I've spent a few years developing this business oriented process based on my learning from countless places over the last decade, and my content development process is something that I've been using for the last few years.

Now when Kieran and I were just running podcast websites as just us two, so we had myself, Kieran and John and Kate over in the States. Before we had Ramona and Jess and Izzy and James and the rest of the team, Lester and Hannah, content and speaking and going out there was the only thing that we had.

And we didn't have a budget. We'd not got any investment and no one's put any money into podcast websites. It's all self-funded stuff and what we had to do was make the biggest impact that we could with the least amount of investment. That's where there's content development process started to stem from.

Now my background at Hacksaw the agency when I owned that one, we had to come up with campaigns for people, and often we had to come up with campaigns for people that didn't have that much budget to spend on continual marketing. So developing this kind of process for them.

Also, it's been developed through my study at the Institute of Direct and Digital Marketing here in London and also from reading certain books like Content Machine and Content Mavericks more recently and even places like Vlog Like a Boss, which is Amy Schmittauer, and now Landino, and just all of these different places. I'm always developing and tweaking this, because I believe that content is the key to your marketing success.

Now, what I'm going to do is this week, I'm going to talk you through, there are actually four parts to this, which I'm going to talk you through tomorrow, starting with original format, then alternate format, content upgrades, and then logic, monetization and retention logic.

Now, the goal of this is so that you can use this content development process to dig into something that I call a content package. Now, next Monday, next Monday on the 19th of November, I'm going to talk to you about how to develop your first content package, using the process that I'm going to teach you this week.

So to start with, I want you to grab a quick pen. All right, grab a pen or make some notes on your phone or whatever. I'm just going to give you the overview of this process, because content has got to serve your business. It's got to generate income. So what we do is that when we have an idea for content, we appraise that idea, and we decided actually, is this worth looking at?

Now most ideas that you have will be semi decent. They will and they'll probably just need a little bit of TLC and a little bit of development, a little bit of processing, a little bit of work to turn into good ideas, and that is what this process is intended to do. But it's also intended to max out the impact on your business that each idea for content has. And what we do is we take an idea and we develop what I call a content package and we develop an original former idea for our content. And I'll explain this to you tomorrow.

Then what we do is we develop an alternate format which I'll explain to you on Wednesday. And then on Thursday, I'm going to talk to you about developing a relevant content upgrade, a relevant content upgrade. And then on Friday, I'm going to talk to you about monetization and retention logic.

Now it all might sound quite complex, it might sound a little bit weird, sort of what is this guy talking about? It seems too abstract. It seems too OTT, but it's not. Once I explain this to you, it will all become clear.

So what I want you to do now is if you can, like I said, make some notes, grab a pen, grab a paper, or open up a new Google sheet, all right. And what I want you to do is create a spreadsheet, and at the top of that spreadsheet, I want you to create some columns.

The first column I want you to create, initial idea. Then the next column, put the header, original format. The next column after that, put alternate format. After that, make another column and call it content upgrade. Next, make another column called monetization logic, and then finally make a column called retention logic.

So we've got a number of columns here. We've got an ideas column, we've got an original format column, we've got an alternate format column, we've got a content upgrade column, and we've got monetization and retention logic as two separate columns. Keep that spreadsheet. We're going to use it this week and we're going to dig into it, okay?

So that's really the header format. What I'm now going to do over the next few days, I'm going to dig into each one of those columns and teach you exactly how to build a quality content package. Starting tomorrow with devising an original format for each idea.

So until tomorrow, guys, thank you so much for joining me and never forget the more you expect from yourself, the more you will excel.