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The 7 Minute Mentor podcast by Mark Asquith

536 – Content Development Process: Original Format

The 7 Minute Mentor by Mark Asquith

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Hey, what's going on? Welcome to episode 536 of The 7 Minute Mentor with me, Mark Asquith. And today I'm going to follow up what I started talking about yesterday, the content development process. And over the next few days, the next four days, I want to talk about that process in a little bit more depth. Starting today with the first pillar of that process, defining your original format content when you have an idea. I'm going to talk about that in just one moment.

But hey, just a quick reminder, I will be live on Friday of course with my free coaching session. So look, if you have a problem in business, maybe you're struggling to build some traffic, maybe you don't know how to price something, maybe you're wondering, “How do I handle this one specific issue that I am having?” Well, I've probably seen it, I've probably done that, I've probably been through it in my nearly 15 years in business. So I just give everything on Friday, 30 minutes of my time completely for free, to help you to define, challenge, and conquer that issue that you're having. So come on to the session, it's completely free and you can find all of the details at excellence-expected.com/freecoaching.

Also, I mentioned it yesterday, but my team over at AWeber are giving you, if you are a United States business, giving you the chance to win $20,000. $20,000. And all you've got to do is enter their Big Impact contest. Now, the idea is if you're a non-profit or a small business that is making a big impact in the community, making a big impact in the world with what you are doing, then AWeber wants to give you 20 grand to help you make an even bigger impact. It's open to any non-profit and small business based in the United States and you can enter at aweber.com/bigimpact.

Now, once you've had an idea for content, what do you do first? You decide upon exactly how you're going to get that content out into the world. Of course you do, that is your original format idea. Now, the content development process, as I talked about yesterday, is made upon a number of pillars: the original format content, the ultimate format content, the content upgrade, and then we talk about monetization and retention logic. And as I said, we're going to go through these individually each day.

And the original content is just really what is the actually content that I'm going to put out for this? So let's assume that I've got an idea to talk about the 80/20 rule of marketing. When I have that idea, I know that I want to put some content out that relates to that. I know it's got to be good content, I know it's got to be very specific problem solving, it's got to add value to my audience, and it's got to start to position me as the Wikipedia of my industry. So what I do first of all is I work through the content development process and I basically start to put together the original format. And I make a note of it, what is the title and what is the type of content that I'm going to put out. So I might put out something like a blog post which is titled “The Ultimate Guide to Maxing Out Your Content Marketing Strategy With the 80/20 Rule”. And that might be a blog post. That will be the original format of my idea.

The main format, the main content that I produce that sits within that idea, it is the main tutorial or it's the main type of content. It might be a podcast episode, it might be a video, it might be a quiz or a review or a case study or a Q&A. Whatever that content is, it's the original main pillar format for that idea. And what that does is it gives us something to work from when we start to look at the alternate content tomorrow and then the content upgrade and the monetization and the retention logic side of things.

Now, it's not difficult to do this, we do this already. And the point of this content development process and this idea of creating content packages is actually … The point of it is so that we can mine the very, very most from each idea that we have. Because what normally happens is that you'll have an idea for content and then you just do one blog post on it or one podcast episode and then you move to the next idea. You're not making the most of it, you're not getting the most out of that content. So this original format is essentially that, it's that what would you do normally?

Now, we've got to plan it, we've got to make sure it's really high value and it's solving a problem and it's titled properly and it's got the right content in the, but like what would you do if I said to you, “Can you write something on this topic? Or can you produce some content on this topic?” What would you do? Would it be a quiz, would it be a blog post, would it be a podcast episode or a video or a review or a case study or a versus comparison chart? What would that content be? That is what this original content is, okay? That is what this original content is.

So sounds complex but it's not, all right? It's just a fancy way of titling, “Okay, here's what I want to do. Here's the content that I want to produce about this idea.” And like I said, it forms the backbone of each content package. So if you think about a content package as a series of related content pieces that serve different purposes, your original content is that backbone, it's the main thing and the main piece of content. The ultimate content that we're going to talk about tomorrow will complement this and it will serve other purposes. The content upgrade, the monetization and retention logic, they're all part of this, they're all related to this backbone piece of original format content, but they've got different purposes. So we're going to talk about that over the rest of the week.

So like I said yesterday, I want you to start to work on this kind of spreadsheet that I've given you, this idea, and I want you to start putting an idea down the left hand side. Pop an idea in for some content on the left and write down in the next column what the original format content will be. So if you've got an idea for a blog post or an idea in your industry about … What's the number one tip for brand new motorcycle riders? Put that as an idea on the left hand side and then, in the original format content, decide, “Am I going to do a blog post about this? Am I going to do a video or a podcast about this? What is this original content?” And write that in that column, okay? We'll pick that up tomorrow and we're going to talk about the alternate content or the alternate format.

So if you've got any questions, I know this is quite an abstract process, it's something that I want you to just get familiar with and become used to, if you've got any questions just let me know, mark@excellent-expected.com and I will pick it up on the free coaching, all right? So please, let me know what I can do.

I'll see you tomorrow, guys, when we're going to talk about the original and then the alternate format content as part of this content development process. So until tomorrow. Never forget the more you expect yourself the more you will excel.

About the author, Mark

Mark Asquith is a serial entrepreneur who has built globally successful design, marketing, software and digital businesses since he quit his real job in 2005.

A passionate podcaster, global keynote speaker and helpful bloke, Mark is the co-founder of Podcast Websites and the creator of Excellence Expected. He has a terribly embarrassing beard.

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