File 6: Turn Your Content Into A Product
Download: Turn Your Content Into A Product
If you’re writing great blog posts, but not doing anything with them after you hit “publish” you could be leaving THOUSANDS of dollars on the table.
Here’s the thing: You’re already putting hours of time into creating content for your blog that supports your business. And hopefully, you’re using it as the nexus of your social media strategy as well, and promoting it around the web.
But what is that content doing for you in the weeks and months after you’ve published it?
If you’re smart, you’re converting that content you’ve already spent time and energy creating into a product that can earn you money.
There are two ways you can accomplish this: Working backwards, or working forward.
WORKING BACKWARDS TO CREATE A PRODUCT
If you have a lot of content in your back catalogue, chances are some of it would make a good product.
When Ramit Sethi got more than 200 comments on a post about saving money, he decided to expand that into a product called “The Scrooge Strategy” that delivered daily money-saving tips to subscribers.
It’s easy to check Google Analytics to find your most popular posts (I include a link to a tutorial in the worksheet) but you might also consider different metrics, because the post that gets the most traffic may not be the most useful to your ideal reader or your business.
Either way, determining your most popular or most useful content and then morphing it into a new product is a great strategy, because it’s already proven itself that your readers want to see it.
WORKING FORWARD TO CREATE A PRODUCT
The other option is to plan your content around a product you want to produce.
I often coach my VIP blogging clients to think about the products they want to develop next and to use their blogs to help them do so.
One new client I’ve been working with had a goal of developing an autoresponder product that would showcase the many different ways people could integrate her message into their lives. As a result, we’re developing a series of blog posts that will later be tweaked and become the autoresponder content — effectively killing two birds with one stone.
You can also flip this on its head; another new client I’m working with is writing a book, so for the next couple of months, I’m going to edit sections of her chapters into blog posts and tease the launch of her book. Again, we’re using the same content for two distinct business purposes.
HOW TO CHOOSE YOUR NEXT CONTENT-BASED PRODUCT.
Consider what kind of product you want to create — and what kind makes sense to create. Different kinds of content will lend themselves to different formats, and you may find that your customers prefer certain formats as well. Some suggestions:
- An ebook is probably the easiest product to create from blog posts. You could take your 10, 20, or 30 most popular blog posts and combine them into, essentially, a book of essays with only the addition of an introduction and conclusion. You can easily outsource the layout and design, and voila! Instant product.
- An autoresponder is also an easy product to create, especially if you already have and use email software for your business. The authors of The Whole 30 created a simple autoresponder sequence that sends a tip for every day of their 30-day diet sequence. The genius here is that all the information to do the diet is free on the blog — but the paid autoresponder offers additional support.
- A webinar (free or paid) is another easy product to create from content you already have. Pull out your talking points, create a few simple slides, and you are good to go. Free webinars can be used to grow your list or pitch an upsell to another product. I’ve also seen some entrepreneurs do well with paid webinars. A low entry price for a lot of valuable content makes it easy for customers to say yes, and if you have a large enough audience, they can be quite profitable.
The point is that it can be extremely profitable and definitely worth your time and energy to double the value of your content by creating a product from it.
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