miles here miles Becker calm in this
video you are going to learn the three
types of content counting one two three
types of content that you must have in
your business in order to succeed online
you know I've been thinking a lot about
content marketing gets thrown around a
lot people do a lot of advertising
social media marketing and sometimes I
believe people get overwhelmed at the
volume of content it requires to create
a successful business online so I want
to simmer it down to it's kind of basic
core components which are three pieces
before we get into that you need to
understand that there's essentially two
phases in the life cycle of a plant of a
human of a business you're either
growing or you're dying there is no
in-between right these three types of
content are the only three types of
content that will grow the business
everything else consuming content all
day every day
that's the dying phase right so I went
on a little trip recently down in Mexico
for almost 20 days looking for a resort
when I came back they had shifted from
growing to dying and they're all yellow
and it's really sad and and I think I
might have killed my bamboo plants that
have been with me for a while pretty
much why I don't have pets or young
humans because I can't even keep plants
alive so on that note we want to make
sure our businesses are staying in the
growing side of things not the dying and
there's three types of content so what
are they I'm gonna list them out first
so number one is connect content right
content to connect number two is convert
content which is content to convert and
number three is delivery content right
these are the deliverables so we break
this down the first one is your
awareness level of content it's the
content that is designed to help you get
in front of people who have never found
you before so I'm doing this video live
on YouTube I'm also streaming it live on
Facebook right now what's happening on
those two platforms is I'm getting a
little bump in my reach in my
impressions because it's going live this
is the types of content right this video
is one example of my awareness level
content the
one is conversion content and this is so
key there's usually two types of
conversion content within most
businesses but some only have one the
first type is an opt-in right you have
to have some sort of content in exchange
for their email address to grow your
email list so you can follow up with
people and essentially grow your list
and grow your business as we do right
that's how you grow trust is through
that level the second type of conversion
content is your sales messaging your
sales pages your video sales letters
your webinars they could even be right
again we're converting them it's either
from traffic to lead or from traffic to
customer and this is a very different
type of content right this is the world
of copywriting and it's challenging to
do and there is no secret hack to it
beyond do it over and over lots of
repetition lots of practice you do need
to read the books the good old books
about copywriting but really truly it's
a lot of practice to get there and then
number three is your deliverable level
content so on your opt-in page it's
opt-in to get the free report that will
teach you blank right so the actual
report that you deliver is that third
type of content and this really kind of
came to life because yesterday I was
meaning to do a Facebook live I'm doing
a bunch more live so if you're on
YouTube find me on Facebook and follow
me on Facebook so I do a lot more lives
over there and I didn't have time
because I was wrapping up one a new SEO
software that's in my content and
conversion inner circle membership
program but - I just finished up a three
part training series for those members
it's my advanced SEO training and it's
only inside of my membership so I spent
all day and I really wanted to put out a
piece of awareness level content but I
was working on that delivery level
content and there is a hierarchy to
these right when someone opts in to your
list this is your opportunity to wow
them when someone becomes a customer of
yours the delivery the actual content
that you send them is your opportunity
to wow them to make them think wow I am
so glad I purchased that product from
miles because he really over delivered
this software tool this new training
boom this is worth 10 times the value
I'm paying for his inner circle
membership when a member has that kind
of a thought when I
client of yours has that kind of feeling
after they purchase from you this is
number one what's just massively gonna
increase the lifetime value of your
customer you probably know it's a lot
easier and a lot less expensive to sell
more products to your past customers but
that only works if you deliver with
excellence if your products suck and you
fall short on the delivery end then know
you're back to square one you're gonna
have to sell a bunch of new people in on
the other side so delivering with
excellence is absolutely so key and
beyond that lifetime value that's how
people talk about you
that's how customers and clients start
to share the businesses they love
because they feel like they were
delivered to with excellence right so
again let's go back through these we
have the awareness level I'm gonna dig
in that one a little deeper but then we
have the opt-in content in the sales
content which is the conversion
mechanism so awareness conversion and
deliverables that's it so every day I'm
focused on one or more of those three
and that's it right so I'm gonna do I've
got a new upsell video script that I've
been working on I'm gonna record an
upsell video really soon that's gonna be
a conversion mechanism one just as I
said over the weekend I put out a new
three-part advanced SEO training for my
inner circle members and that's my tenth
training most of them have three to five
videos so I've got ten hours plus of
premium delivered content for my members
at content and conversion comm and then
there's the awareness level and I want
to be really really clear about
awareness level cuz I think that a lot
of people believe that Instagram counts
and theoretically right at the basic
level of what it is sure you might be
gaining more awareness but if you look
at it from the perspective of how likely
or how easy is it for that user in that
app in that platform in that environment
to actually work their way through to
the other levels of content it's
extremely difficult and I use Instagram
because of how difficult that is for the
visitor to actually go to your website
to actually find your opt-in to actually
go through your funnel versus for
example this video right I can do a call
to action right now and say go to Miles
Becker calm Ford sighs free - course in
order to gain access to my free report
where I showed how I
from side hustle to seven-figure
business now when this video is done I'm
gonna make sure that that link is in the
description I can put a card up I can
put image in my end screen now that all
these little mechanisms built into the
platform they're gonna help the user who
I found through awareness through the
search engine of YouTube get into my
conversion based content and maybe one
or more of you were like wow content and
conversion miles does an inner-circle
membership miles has advanced trainings
I'm interested in that and the odds are
you're gonna go check out content and
conversion com if you are indeed
interested so these are the three levels
of content and on the awareness level
content you need to have at least one
core pillar that is partnered up with a
search engine so this means you're
writing content through blogging right
through WordPress blog you're putting
out videos on YouTube through the
youtube search engine the number two
search engine in the world or number
three you're putting up podcast content
spoken content over time you can grow
this to where you can have your content
going out on multiple platforms but you
are gonna want to stay focused on one
type of content that is the easiest for
you to produce these videos are the
easiest content that I have that I know
of for me to produce so that's what I
put out over and over and over and over
and I built systems and I built
teammates and processes in that are
helping me or that work to get my
content I put out on these videos on the
written posts on my blog I really don't
touch it once it goes from here my
content team does everything all the way
down into the layout and then on the
other side to the podcast my virtual
assistant picks up these videos she
checks to make sure I'm not doing any
screen shares on just these Talking
Heads style videos she pulls out the mp3
she does a little fanciness adding on my
intro my outro boom up that goes to my
podcast feed and then it some pots from
there for that point on so you need to
have at least one core content method
one core content channel that's based on
one of those three search engines then
and only then do I give you permission
to go into the world of social media and
social bookmarking right you need to be
when you're running social media content
you're running social bookmarking type
content reddit Pinterest would be on the
social bookmark side social media being
snapchat or Facebook or Instagram you
need to have somewhere to ultimately
point people to you need to have longer
form content that they're able to go
tune into that they're able to go
consume and what we're really doing with
this three-part structure is we're
growing the relationship right so the
first one is the handshake you're
meeting someone new that's done through
the search engines or potentially
discovery through hashtags or social
media-based algorithm then they start to
know like and trust you once they get
the trust to the certain point and you
have an offer that interests them they
move down into the conversion level of
content at this point they have either
subscribed your opt-in list or they're
looking at your sales page looking
considering in your shopping cart buying
that thing that you sell and then once
they have purchased you have your
delivery level content and it is so
important to deliver with excellence you
know the phrase I think it gets overused
of over deliver right under-promise and
over-deliver
um just deliver with excellence really
truly a know and prove that you have
created the result that you're teaching
other people to have first one of the
big problems in the world of internet
marketing and making money online is a
lot of people who haven't created full
time online income are teaching and
selling courses on how to create full
time income because Gary Vee told them
to go document don't create and I think
this is a problem because you have
people who haven't produced a result
teaching others for $500,000 or more how
to get a result that they haven't you
yet got do you see the problem with that
so make sure you actually can help
people transform their lives before you
start selling products that are
promising to help people transform their
lives so go create the transformation
yourself go create the transformation
for individuals one on one in small
group settings whether it's for free as
an apprentice whatever you have to do go
prove that you can help others great
opportunity to collect testimonials and
then from there you're ready to truly
put together your your course your kind
of system if you will whatever that is
your your thing that you get known in
the world for that's when you can kind
of bring that out to the world you know
that it works because you've tested it
on yourself you've tested it with other
people you've proven over and over and
over you can help
people transform their lives then it's
just about these three pieces of content
over and over and over again
I do awareness level content three
videos per week at least five blog posts
per week my opt-in and my sales page are
sitting there working for me every
single day i link to them from all kinds
of videos and my emails I'm sending out
a daily email each and every day that's
kind of between the connect and convert
right I'm connecting with them to build
the relationship but every once in a
while there is a call to action and then
I would say 3 to 4 times 3 3 to 4 times
per month I'm putting out the kind of
deliverable level content which is where
I'm creating live one-on-ones or live
group sessions with my with my inner
circle members where we're kind of going
over landing page review sales page
reviews etc I'm doing live
question-and-answer sessions with them
or I'm publishing out new content in the
form of advanced trainings and advanced
strategies that only go out to them and
that's it those 3 types of content so if
you feel like you're spinning your
wheels get out a piece of paper put two
lines in the middle so you got three
columns and break it down right connect
convert and then deliver and then write
down everything that you're doing make
sure it all fits in there and if you got
something that doesn't really fit in
eliminate it and stay focused on these
things you'll be amazed at what you
create when you apply action over long
periods of time I implore you to get
started to get going and really just
start publishing you'll be amazed at
what you can create it takes a lot of
time but it's well worth it focus on the
attention and awareness level first that
connecting content first grow your
audience then grow the relationship with
them by offering them something for free
to opt into which is gonna allow them to
opt in they trust you they gave you a
piece of information they got something
from you at deliverable it was great
they liked you even more at this point
they're more willing to take your
recommendations as an affiliate or to
look at your sales page honestly and
think hmm maybe they can help me get
that result that I've wanted for a very
long time I found them I followed them
I've opted in I've read their content I
trust them they might be the people to
help me and in that moment selling gets
really really easy and a problem one of
the big problems there's a lot of people
are running a Facebook ad to a sales
page and there's really nothing in beach
there's really no warming up there's
really no relationship-building going on
the great marketers in the world are
able to build the relationship and build
the trust with cold traffic through
their marketing content but this is the
point oh-oh-oh-oh-oh-oh 1% I'm not there
I've been doing this internet marketing
stuff for almost 20 years at this point
I rely a lot more on influence through
great content and being helpful because
it makes the sales side of things easy
because that is really difficult getting
a human being to pull out their wallet
pull out their credit card enter their
credit card to buy your thing is one of
the most challenging things in the world
and that's why I think building the
relationship giving value first allowing
them to trust you by going through those
levels of content with you is one of the
keys to your long-term success I hope
you've enjoyed this video if you have to
give it a thumbs up feel free to grab
the URL share it out if you want I'll
catch you on the next video I do three
per week so subscribe hit the bell if
you haven't subscribed already I look
forward to connecting with you on the
next video until we meet again be well
Cheers
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