Content marketing is how you stay relevant and get new

clients

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

Demand Metric

Every single one of you is a media company… If you’re not producing content, you basically don’t exist.

Gary Vaynerchuck, VaynerMedia

But, what kind of content?

Too many people have no strategy

And just produce content randomly

And get random results

To dominate, you need a strategy

And one that covers all the important parts of your business

Here’s the 5 layers of content you should be producing

Layer 1: Sales Content

Layer 1: Sales Content

Your “buy my stuff” content

Always created first (be disciplined)

Optimization is the name of the game

Layer 2: Branding Content

Layer 2: Branding Content

Tell your larger story to your community

Create loyalty because of WHO are

Stand for your community’s values

Layer 3: Topical Content

Layer 3: Topical Content

Your “how-to” educational content

Create loyalty by helping non-clients

Give “results in advance”

Layer 4: Interest Content

Layer 4: Interest Content

Content filling your clients’ other interests

A golf magazine for lawyers

Your advertorials spaced throughout

Layer 5: High Concept Content

Layer 5: High Concept Content

Your pitch stated as concisely as possible

Designed for mass appeal

Think “Super Bowl Ad”

The first 3 are mandatory

The last 2 are how you dominate

John MorrisCEO, Idea Engine LLC

Come say hi!

Twitter: @jpmorris

Facebook: /johnmorrisonline

YouTube: /johnmorrisvideo