You’re probably making a mistake in your business preventing you from creating sustainable passive marketing. That mistake is your inconsistent or even stopped including searchable content creation in your marketing plans.
The searchable contents I’m talking about are blog posts, podcast episodes, or YouTube videos. Those are the content that you create that can be searched and found again in the future. It’s not going to live for 24 hours then disappear like it never existed in the first place. This will be something that can be found in the future. Someone searching your topic will bring your content up in the search results.
What is passive marketing?
By not consistently creating that searchable content, you’ll be missing out on all the valuable content to build up your content bank. You’ll find the more you engage on social media the more that you can reuse older posts to keep it alive. But you still have to go in and either set up a system or a tool that does this for you, do it yourself, or hire someone to do it. In any case, it has to get reposted again at some point.
The searchable content you created it once and it will stay in existence with search engines. The only maintenance work that you’ll have to do is to actually follow up with that content, not to reshare necessarily, but to keep the content fresh.
Search engines include platforms like Google, YouTube, and iTunes. All the different places that we can search for content use search algorithms to measure different data points including:
- Content answers the user’s search query,
- Additional content available to answer potential follow-up questions to the original search query,
- Business shows evidence of activity, and
- Evidence of reliably publishing new content.
I have a solution that will work for any solo entrepreneur. You need less frequent content created consistently to build your passive marketing content bank.
Create less frequent content consistently.
You can be less frequent but still consistent with your content creation so that you grow your business with what I like to call passive marketing.
Passive marketing is like passive income where you have a lot of up-front work and then not much work on the back-end. It’s that back-end result that makes it all worthwhile in the beginning. Also like passive income, it requires a time or money investment and success does not happen overnight.
Next time you search anything on Google, look for dates before the meta description. You can find content published before this calendar year. I urge you to consider creating your valuable searchable content now so that you have passive marketing for your business too.
Inconsistent content can look like 3 posts this year, 7 posts last year, but 112 posts next year. You’ll have Google’s attention next year if you do that. But they’ll want you to maintain that pace. Can you do that?
Ultimately, you want to regularly publish content and maintain your minimum baseline. Once a month is enough, so 12 per year, to plan and execute for this marketing strategy.
At some point, you’ll have enough content and momentum to outsource these tasks. Right now, you’re doing all the things by yourself. But this is laying the foundations for effortless marketing and selling. Don’t push your content publishing any more than once a week. That won’t be very sustainable for solo entrepreneurs in the long-term.
Content creation process.
I won’t dive too deep into the blog posts since I’ve already discussed creating great blog posts. I want to cover the overall process for any content creation.
1. Come up with ideas for your content.
The best plans start with the end goal. For example, $60,000 a year is $15,000 a quarter or $5,000 a month. What monthly tasks are needed to make $5,000 months happen? What offers will you make and when?
Then look at what content materials would support that objective. Are their objections you need to address? Are there any knowledge gaps to educate and prime your audience to get them ready for the offer?
You could come up with hundreds of blog post ideas in a day. Keep track of all ideas and save the best to complete.
2. Validate your content ideas.
You can validate all content ideas within the same session as your brainstorm or a different day as it’s own batching step.
Validation is simply confirming the content you want to create is something that is actually asked for by users in search engines. If it is, then your idea is likely worth your time, money, or energy. If not, then you can create a social post around that and validate a different idea to invest in.
3. Outline your content.
Depending on the intention with your content, you have a few different outline options. Speaking note bullets, list of questions you’ll answer, story plot points, or ordered steps can all make for a solid outline. The purpose is to have a structure set to freely speak on this topic. You’re the expert. Be confident without setting up a teleprompter for videos, or reading from your content.
I recommend working on the outlines in a batch as well. Each quarter to every year, commit to preparing these first 3 steps for your content to make your content creation process as painless as possible.
4. Create the content.
Now is the time to create the content. Sit down to type, set up the camera, press record. Just get it done. Reference your outline to prompt you forward in your content. Batch this work in 3-4 pieces of content closer to publishing date.
5. Clean up the content.
Edit the video. Clean up the audio. Proofread the writing. Make sure the content you create makes sense and provides massive value. High-quality content comes in many forms and lengths. Polish your content to build the relationship with your audience.
6. Add in keywords.
These keywords are the same phrases you discovered during step 2, when you validated the content idea as something your ideal client would already be searching for. Be sure to review the in-depth checklists available here to add the keywords in the places that matter on your blog post page.
7. Verify format is ready for publishing.
At this stage, the final quality assurance check is all that is left to do. Once everything is complete the only remaining step is to actually schedule the content to go live.
Discover a simple way to use Google for keyword research so that you can increase your blog’s search ranking into the top 25 results without learning SEO.