TLDR;
This video outlines seven content strategies for audience growth, authority building, and business results. It emphasises creating content for AI, focusing on audience messages over traditional funnels, matching audience problems, amplifying pain points, clear positioning, personality-driven content, and prioritising quality over frequency. The video challenges conventional content creation advice, advocating for a strategic, audience-centric approach to achieve better engagement and results.
- Create content for AI in addition to humans, focusing on platforms like Wikipedia, Reddit, and YouTube.
- Focus on delivering value with every piece of content, regardless of where it's encountered.
- Mirror your audience's problems using their exact language to demonstrate understanding.
- Emphasise the negative consequences of not solving the problem to motivate action.
- Clearly define your target audience to make your content more relevant and impactful.
- Build trust by sharing personal stories, mistakes, and behind-the-scenes content.
- Prioritise creating high-quality, engaging content over frequent, low-quality posts.
Content for AI [0:28]
The video stresses the importance of creating content that is accessible to AI, not just humans. Platforms like Wikipedia, Reddit, and YouTube are now primary sources for AI platforms like ChatGPT. This concept is referred to as AEO (Ask Engine Optimisation). To ensure your content is effective, use tools like Spark Toro to identify where your target audience actively searches for information. Audit your current channels to determine if they are indexed by AI and actively searched by your prospects. If not, consider cutting them from your strategy and focus on the intersection of AI interests and your audience's needs.
Think in Messages, Not Funnels [2:03]
The traditional marketing funnel is outdated. Instead, focus on delivering specific messages that your audience needs to hear, regardless of where they encounter your content. Ensure that each piece of content stands alone and provides value, communicating your authority and unique perspective. Map out the specific messages your audience needs, addressing their problems, blaming factors, and failed solutions. This message-driven approach ensures that your content is always relevant and valuable, no matter how a potential customer finds it.
Problem Match [4:02]
To sell more effectively, start by mirroring your audience's problems using their exact language. Instead of immediately pitching your solution, demonstrate that you understand their specific pain points. For example, begin with a statement like, "You've been creating content for months and nobody's watching," rather than introducing yourself as a content strategist with a large following. Use your audience's language, avoiding corporate speak or expert jargon. Make problem matching the first element in every piece of content and test your problem statement with your target audience to ensure it resonates.
Building Your Mega Mean Mouse [6:04]
Instead of just selling a better solution, emphasise the pain and fear associated with the problem. Show prospects how their current approach is costing them time, causing burnout, and damaging relationships. For example, instead of saying, "I'll teach you better video editing," highlight how their current workflow is inefficient and costing them lost opportunities. Identify the core problem you solve and expand on its downstream effects. Blame the old way or a broken system rather than a person. Agitate the problem before presenting the solution to break through the noise and capture attention.
Blank for Blank Positioning [8:02]
Clearly define what you do and who you serve using the "blank for blank" positioning formula. For example, "the project management tool for creative teams" or "the hair growth serum for post-menopausal women." This clarity helps people immediately understand if you are relevant to them. Without clear positioning, your content tries to speak to everyone and ends up speaking to no one. When you nail your positioning, your content becomes more targeted and effective, making you the go-to option for a specific group with a specific need. Put this positioning everywhere: your homepage, your bio, and every piece of content.
Personality-Driven Content [10:06]
Make your content personality-driven rather than product-driven. The more your content sounds like a product, the less believable it becomes. Show your face, share your opinions, and tell stories about what you've learned. Share your actual process, mistakes, and behind-the-scenes content. Trust is the currency of modern business, and you cannot build trust with faceless corporate content. Share first-person stories about your mistakes and what you learned the hard way to build a point of view that people care about.
Prioritise Quality Over Frequency [12:13]
Prioritise quality over frequency in your content strategy. Algorithms measure how many people care when you post, not just how often you post. Posting too frequently with low engagement can train the algorithm to ignore you. Focus on creating genuinely valuable content and engage with your audience, especially in the first 60 minutes after posting (the "golden hour"). A YouTube creator posting one well-researched video per week with strong engagement will outperform someone posting daily with no comments.
