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How course creators and service providers can efficiently create new content

This was originally published in order of the wedding poem, but new content initially makes a bit more sense, so it’s now the first of the four.

We’re back here with part two of how to create client-focused content for your brand. 

How to create consistent new content

I’ve been going over the old wedding poem, old, new, borrowed, and blue. So we are on part two of that poem today, and you guessed it, we’re talking about new content. If you heard the first part is old content and thought, “Yeah, Brit, that sounds good. But I don’t actually have good old content.” Don’t worry; we’ve got it covered today. 

Why You Should Focus on Client-Focused Content

We’re going to talk a little bit about new content as it relates to your clients. We’re creating client-focused content. Why are we creating client-focused content? 

One, the world is incredibly noisy. And I’m not talking about the massive military training helicopter that just flew over my house and made all of these picture frames rattle as I pressed to go live there. No, I’m talking about everything that’s going on. I’m talking about the fact that we used to only need seven touchpoints before our audience took action, but now it’s closer to 20, maybe even 25. 

I’m talking about the fact that today after I did a little bit of work when mastermind did a LinkedIn training, I went and got my hair color refreshed, and I took my kid to speech therapy. I brought him to the babysitter, and we had our air conditioning installed in our new house. That’s a lot, right? And I’m just one person! 

So in this noisy world, we have to create client-focused content so our best clients actually pay attention to us. 

Always tie your content into “what’s in it for them”

We can just teach, we can just share services, but what’s in it for them? And that is the key here; we always want to make sure what is it in for them? And also, what’s in it for them right now is at the forefront of all the content we create because people are self-centered. It’s okay; we can admit it. 

Since people are self-centered, we have to ensure that the content plan we are creating is client-first and client-centered. 

Start With Content Pillars

So new content, how are we doing that? Well, if you are familiar with my Show Up System, this will be no surprise, right? You create three content buckets. If you don’t know what those are, go to my podcast episode, it’s available at britneygardner.com/134. This episode will explain what content buckets are and how to define them for your business. The short version is they’re three categories of things that you want to be known for. Therefore, the things you talk about, obviously, you want to make sure are client-focused. 

Create one quality piece of content each week

And then, from that new content, I recommend you create one new piece of content a week. So this video that I’m creating right now could be my one piece of weekly content if I weren’t in a four-part series, right? In my case is usually my podcast; I do a weekly podcast, and I rarely take a week off. So it’s my one piece of new content. It could be a blog post, a video channel, or anything, so long as you’re creating one good client-focused and business-serving content piece a week. And then, from there, you can take it and redistribute it to different places; you can take snippets of it and put them on other sites for your social media posts. 

Don’t build on rented land

The idea is you have a home platform and one that is not living on rented land (meaning it’s not living solely on YouTube, for example). It’s not living strictly on Instagram. You need to have a place where people can come for your content library. In my case, that would be my website, right? My podcast is published through my website. And yeah, you can also find it on Apple Podcasts and Spotify and all that fun stuff. But you can always find it on my home if Spotify suddenly disappears like it was down for hours today. But if Spotify disappears, you can still see my content. If YouTube decides suddenly to start putting everything behind a pay-to-play mechanism, like Facebook did with Facebook business pages a few years back, you still have a home for your people to find your stuff. 

In conclusion, creating a consistent new piece of content each week (or your chosen period) and then extrapolating from there to multiple other publishing platforms is the most efficient way to create a new library of content for course creators, influencers, and service providers.