Episode #23 Beyond the Blog: Mapping Out Your Content Strategy

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Welcome back to episode number 23!

Last week we were talking about how to take one piece of content and share it, repurpose it at least 20 different ways so you can get good mileage, okay? You invest the time to create one blog post or one YouTube video or one podcast episode.  One core piece of content and then you can repurpose it to all these different ways, but then I started thinking, oh, I want to be able to take that to the next step and share my strategy of how I come up with what I share when I share it. So today, let's talk about how you create a strategy for what you post.

Posting Strategy

So not necessarily the idea of what to post, but the idea, the pattern.  I look at it as a formula, and I have certain days that I post certain things that all support back to my podcast because my podcast is my core content that I post for my audience.  

This is a whiteboard for those of you who are not watching me on YouTube. If you're listening to me on a podcast app or reading the blog post. I'm standing in front of my whiteboard. This is not sophisticated, right?  The idea is just to come up with a strategy on what to post just to get your word out to the world.

And the whole point is to be able to reach people who are your target audience so that they get to know you like you and trust you because those are the people who will come and buy from you, okay?  I sometimes will use a whiteboard, but I personally like to use ClickUp but that's just because that's my task management system for my life and at home and everything that I've got going on between everything of mine goes into ClickUp.  

You can use your task management system, you can use a pen and paper, you can use a Google Doc or a Word document or a Google sheet or Excel file.

Whatever works for you, but I started thinking about last week after I talked about taking one piece of content and converting it to 20 pieces of different content that you can share throughout the next year. I thought, oh, I probably should go the next step and say, you know, let's talk about strategy on where to post or not were. 

But when we come up with a formula, everything's a formula these days, right? It's because it makes it easy. Now you know, when you have a formula, you know what you're going to do, when you're going to do it, and it just happens. It makes it easier.

I use ClickUp and that's where I come up with my list of ideas. Just because something hits the list does not mean it's going to make it into a piece of content because I may have second thoughts, cross it off, something may be at the bottom that gets raised for whatever reason, whether it's something hits the headlines in the news, I don't know. 

But content ideas are great because you could go in and you could say Tim, this is your idea to do this day, Sally, this is your idea. It's due today. You know, Jessica, this is yours. If you have people on staff that you can delegate out content to, this is a good, you know, you have your list and you guys can come up with because look how if you have your list, you can start prioritizing things and you could map out the next like four to six weeks of content. And again, one piece of content can go a whole, you get tons of mileage out of it.

One piece of content might be published on this date, whatever date you pick, but in that week, you're probably going to heavily promote it. And then it's going to pop up in the future months.  You might promote it three times this week if its published this week. And then in the next six months, it might pop on different social medias in, you know, twice a month on different social media stuff, okay.  You've got to be able to have a way to capture your ideas, your content, and prioritize and assign with due dates.

Create Your Content

And then once you have that, this is my game plan, it does not have to be your game plan, but everything for me starts with my podcast. So right now, I'm recording this in video, but the video will be posted to YouTube, the audio will be posted to podcast apps and the transcript text will be posted to my blog and then repurposed from there, okay?  

My podcast, one piece, right, goes out to blog audio for the podcast app and then YouTube for video. I can't guarantee anybody is going to purposely go to my blog, listen to my podcast app, or visit me on YouTube. But I do have an email list of people who have raised their hand and said, oh, I'm interested in what you have to say.  to that, so as soon as I get the podcast and it gets posted to all these places, an email goes out to people interested in hearing from me, and it gives them the link to those three places.

Post Content

Whatever their preference is, they can read it, listen to it, or watch. Okay? So now that I know that this is the core of what I'm going to do each week. And again, that's just my preference. My preference is to post everything on Wednesdays in full.  Everything gets dropped on Wednesdays. And then now I want teasers.  Teaser clips get posted on all the socials: Facebook Reels, YouTube shorts, LinkedIn, Google My Business.  Between posts and short videos, TikTok, teasers that include the link because by time this is ready, it's already hosted. The video is already hosted on YouTube. The link is just not published available yet. 

The link is available to me as the creator, but the video is not available for viewing by the public yet. I give it a release time.  tease or clip, just to get people interested, and then I give them the link over to YouTube so that they can click a button that YouTube will notify them when that becomes available.

All the teaser stuff drives people back to YouTube. And then on Thursdays, we have announcement posts to all the same different social media channels that give the full link back to YouTube. And there's no rhyme or reason to YouTube, but I liked the idea that I could send people to YouTube. They could watch the video, they could read the transcript, and they could listen to the audio.  It's all there. So that's why I like to send people to YouTube. 

But again, you could send them to your blog, you could send them to your podcast app, whatever you want to do. So that's my strategy.  I have a formula, everything starts with the podcast, and then it gets repurposed to the blog, the podcast app, and YouTube. 

And then I have an email list that I send out to people who are interested in hearing from me. And then I have teaser clips that go out to all the socials. And then I have announcement posts that go out to all the socials. So that's my formula.  I hope that helps you. I hope that gives you some ideas of how you can create a strategy for what you post, when you post it, and how you can get the most mileage out of it.  

I hope that helps. I'll see you next week.

Listener’s Question of the Week

Now it's time for our listeners' question of the week. 

This one's more of a criticism/comment than a question. When I saw it, I felt perhaps I didn't convey my message well enough on this podcast. The feedback came from a Yahoo account, so I can't address the person by name, but I'm sure if you sent it in, you know who you are.

The comment mentioned that after listening to the "how to fix the top five challenges law firms face" episode, the listener agreed with the challenges listed but took issue with every solution implying a cost in time or money. 

Here's the thing. When you become a firm owner, your primary role shifts to being a business owner and practicing law is secondary. Now, I'm not sure if this listener's main concern is time or money, but most likely it's a combination of both. As a firm owner, you must decide on your business goals. Do you want a lifestyle firm or a million-dollar practice? Once you set your goal, you'll be faced with the challenge of how best to tackle these problems.

I've tried to address these issues personally, and it led to burnout. About a year ago, I began hiring help, which was a significant relief. Sometimes, it's not just about lacking time but not having the necessary skillset. You might need to hire an expert or a generalist, depending on your needs. Trust is crucial, especially if you're giving someone access to sensitive information.

Around where I live, there are many individuals who might have taken a break from their careers for various reasons. Some might have been paralegals, lawyers, accountants, or IT support before taking a break. They have valuable experience and often seek flexible work to keep them engaged or to earn extra money. Finding these individuals can be a challenge, but it's about weighing where your time is best spent. If you can pay someone a fraction of your hourly rate to manage tasks that free up your time, it's worth the investment.

To help with training, I use a service called Loom to record instructions for my virtual assistant. It allows for effective communication and troubleshooting. The challenge for most is changing the mindset from being just a lawyer to being a firm owner. 

I've created a spreadsheet tool, as mentioned in one of my first episodes, that lets you track your tasks and time. It helps identify areas where you might need assistance and aids in crafting a job description. When you're clear about your needs and put it out there, you'd be surprised by the responses.

To the person who sent in this comment, I genuinely appreciate the feedback. It's essential for growth and understanding. If my explanation here offers more clarity on the direction I intended for that podcast, great! If there are more questions or follow-ups, do not hesitate to reach out. You can email me at [email protected]. Thank you.

Inspirational Quote

This week’s inspirational quote is from P.T. Barnum, “No one ever made a difference by being like everyone else.”

Final Thoughts

Here's your text without the timestamps:

So final thoughts for this week. I was excited for this podcast because I know if you're listening or reading you didn't get to see it, but I was able to bring out my whiteboard. I've had it for a while now and I got it for free. It was points from Staples or Office Max or something I don't remember but somehow I got it for free. And it stands and has wheels on it and it's double-sided. But I was excited to be able to use my whiteboard to be able to draw out and show you what I was talking about. Let me know what you think of that. Let me know did it makes sense? 

So last week we were talking about taking one piece of content using it 20 different ways and then even over a period.  you get a lot of mileage out of one piece of content, but does it make sense putting together a strategy? Because then that strategy helps you. 

It's even less decisions every week or however often you're going to post new content. That's less decisions that are already made when you have a strategy. Think of it as a formula. When this happens, then this happens.  If/then, right? 

So that's how my strategy and this is like my third or fourth iteration of this, I, and you'll know what does not work for you. I at one point was trying to do YouTube live and inevitably something would happen every YouTube live.  I deleted some of them because they were kind of so not good, but, but I did leave some of the YouTube lives out there. They're on my YouTube channel, but it just wasn't working for me. 

Now granted, I probably let it go on longer than it should have. And that's when I finally said, wait a minute, why don't I do a podcast? Because I can record one video. I have the opportunity that I can shut off the phone and the email and, you know, lock myself in my office and I can record content. And if I don't like it, I delete it. Or I can edit it if I need to. Although I don't edit very much. Usually it's hit, grow, you know, hit the green light, and go record. But I just had better control.  

Kudos for those who go live on, you know, social media or YouTube, whatever. Because I just can't. I have a hard time with it. So that just doesn't work for me.  regardless of whether you're going to do a podcast or a video or a blog, whatever your thing is, just take pen and paper out and start and map out that one piece of content. 

Where is it going to go? How often? What days do you get what pieces to promote that piece of content? And then now you have a pattern, a formula if you will, and it's easier to delegate that because now you have a repeatable process. And the key to it is that each time you change the content, you have a repeatable process, and it makes it easier for you to delegate or outsource that work to somebody else. So let me know what you think about it. 

Before I sign off for today, for listeners of my podcast, you have an opportunity to get a copy of my newly published book for free! 

“Stop Struggling and Start Thriving: A Guide To Transform Your Law Firm”

Download the Free PDF Now 👉 CLICK FOR FREE BOOK

Al it is available for purchase on Kindle or paperback HERE.

If you have any questions about today’s episode, feel free to comment if you are watching on YouTube or send me an email to [email protected].

If you know someone who might need to hear this information, please share this episode with them or if you are on YouTube, tag them below! 

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Did you enjoy this episode? Please consider leaving a review. 

And before I go – remember profit is something you intentionally plan for in the beginning. It is not a potential bonus at the end of the year!

Thanks, and have an amazing day!

Do you have a game plan for posting your content? Leveraging from last week’s episode about how to repurpose one piece of content 20 ways, let’s create a plan on how to use the content. 

It's like having a favorite recipe. If you know exactly what and when to post, things become super easy. 

For those interested in the template I mentioned in response to the listener’s question of the week, you can grab your copy HERE.

And, for listeners of my podcast, you have an opportunity to get a copy of my recently published book for free! 

“Stop Struggling and Start Thriving: A Guide To Transform Your Law Firm”

👇 Click the link to download your book today. Let's pave the path to profitability together!

#StopStruggling #StartThriving #LawFirmProfitability #eBook

Download the Free PDF Now 👉 CLICK FOR FREE BOOK

Or it is available for purchase on Kindle or paperback HERE.

Be sure to follow and subscribe to get notifications for future episodes!

✉️ EMAIL: [email protected]
📞CALL: (234) 207-5772
💻 VISIT: ProfitScaleThrive.com

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