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The 7 Minute Mentor podcast by Mark Asquith

537 – Content Development Process: Alternate Format

The 7 Minute Mentor by Mark Asquith

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Hey, what's going on team? Welcome to episode 537 of The 7 Minute Mentor with me, Mark Asquith, and today we're gonna continue the content development process explanation. Today, we're gonna talk about the alternate format content. Yesterday we talked about the original format content, and today we're gonna dig a little deeper into the process by looking at the second pillar, which as I said, is the ultimate format.

But hey, before I do that, just a quick reminder, I will be live on Friday at 4:00 PM UK, 11:00 AM Eastern, 8:00 AM Pacific, with my free coaching. So if you have a problem in business, if you need a hand with anything, I am here to help. I give 30 minutes free coaching away every single Friday over on Facebook live. You can interact with me directly every single week. Okay? I want you to come and join that session. It's completely free, I don't even need your email address. You can go and get all the details at excellence-expected.com/freecoaching. And over there as well, you can also ask me any burning question that you've got, and I promise to pick it up.

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Now, a good idea is worth more than just one piece of content, of course it is, and it can be mined in so many different ways. The first step to this is in creating an alternative format piece to complement to original content format that we created yesterday, that we talked about yesterday. Now, if you think about developing a package of content, what a package of content is, is it's a series of complementary pieces that not only serve your audience, but that serve your business. So we take an idea, and rather than just creating one blog post or one piece of content, we create a package of content around it. And the notion here is that if we create a package of content, what we're able to do is mine that content for all that it's worth, to dig deeper into this content than anyone else to become truly the Wikipedia of our niche.

Yesterday we talked about, you remember we talked about having that spreadsheet, where I told you build a spreadsheet out. On the left you've got the ideas column, then you've got the original format column, the ultimate format column, content upgrade column, and so on and so forth. Yesterday, we talked about this kind of motorcycle idea, okay? Top tips for brand new motorcycle riders. And we talked about, okay, is this going to be a blog post as the original format? What's the title of that blog post? So it might be something like The Top Five Mistakes That Brand New Motorcycle Riders Make In The First Week. That might be the blog post idea. And our business may sell? Well, may sell leathers, may sell helmets for motorcycle riders.

So what we do is we create that content, that original format, Five Mistakes That New Motorcycle Riders Make In The First Week, and one of those tips would be, they make the mistake of not purchasing the right equipment, having a poor helmet, fastening the helmet wrong, not wearing the right equipment, not wearing the right leathers, the gloves, and so on and so forth. That would be, maybe, one of those pieces.

The alternate format would be something that complements that. So it takes the idea of helping those motorcycle riders in the first week, or it helps those people that are brand new to motorcycles, but it comes in that from a different perspective. It's in the same wheelhouse and it complements not only the idea, but the original format content. So if that original format is, okay, Top Five Mistakes That New Motorcycle Riders Make In The First Week, the alternate format, if the original is a blog post, may be a case study. Or it may be a comparison. It might be, The Top Six Motorcycle Helmets On The Market Compared.

And then there's your writing, that or it's you producing the video, or the podcast, whatever medium you decide. You would then say, look, in this piece, in this original piece of content here, where we talked about the top five mistakes, we talked about one of them being having a poor helmet. So in this piece, we're going to analyze and review the top six helmets in the industry.

So we're cross linking between these pieces of content. We're guiding people around our ecosystem. And then tomorrow when we do the content upgrade, we've got much more to work with. We've got much more that we could give people. We've got much more that we can help people with. We've got much more that we could give to people and we become that Wikipedia, like said, we become that Wikipedia.

So rather than just saying, okay, the idea is, for my content, to create this one piece of, here are the mistakes that people make when they first pass their motorcycle test. Instead of just doing that and moving on to the next piece of content, we mine the idea, we're mining the idea so very much more. We're saying, “Well, here is the original guide that we were going to give you, that top five mistakes, but then here's a comparison of the top six helmets.” It's rather than being on this content hamster wheel of having to think of new ideas all the time, we're creating different types of useful and relevant content. Useful and relevant content.

Because when someone hit our website to look a these top five mistakes, what else are they going to do after that? Well, after that, they're going to want more information, and if the information in the relevance niche on that topic is on our website, then we continue to be prepared and positioned as the expert on that topic. Rather than bouncing back to Google, the user stays within our brand. And it's our job to cross link and add buttons within our blog posts, and so on and so forth, to take people around this content. Okay?

The goal here is to be that expert, is to be that person that is right at the forefront, that is the Wikipedia. This content development process is the way that we can start to do that without being on the hamster wheel of ideas generation all of the time. Now, like I said yesterday, I know it's a bit of an abstract process but it works. I use it in my business all of the time, all right? We use it in everything that we do, so it does work.

And if you want help on it, just come to the free coach and I'll pick up any questions that you've got. Excellence-expected.com/freecoaching. I'll see you tomorrow team, and we're going to talk about content upgrades. And never forget, the more you expect from 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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