Just a few years ago, simply by being the something expert online, focusing on your craft, providing value, you could build visibility, an audience, and business with some ease.
Now there are 10 something-something experts. Many have polished brands, savvy teams, nibbling away at your revenue. In this new world they make getting traffic and building audiences look effortless.
For about a decade now, Google has systematically siphoned off more and more clicks in search. Social is no different, you can have a Facebook group with 50k members and be lucky to reach 50 of them.
Times have changed and you’re still just shipping content and launching one product at a time to your whole list. You’ve ignored the more obvious on-mission things you could improve, opting instead for more of the same or trying tactics like running ads, hiring a social media expert, partner on a webinar, etc., but the results don’t feel worth the continued pursuit.
You’re using an old playbook. And it’s a very wasteful approach to building a content audience.
The way you approach the next thing, like shipping the next piece of content or launching the next course, devalues the old things.
Your content isn’t organized so it’s impossible for new users to find what they’re looking for or search engines to determine what’s important.
All of your existing content: articles, emails, episodes, products, launch sequences, funnels, social posts being treated like old newspapers.
You evolve. You become too good for your old products, but a majority of your audience isn’t necessarily ready or even a fit for your new product. Or you do the opposite and keep relaunching the next version of your flagship course, watching it do a little less better each time.
Tucked away, buried deep in blog archives, or lost in the river of people’s newsfeeds, or sitting in your email software, you have content just waiting to be unlocked.
All the data you need around what content performs well under what conditions and for who is there.
If you could just make it all easier to find, content visibility would improve, content-audience would improve, product sales would improve, and ideas that deserve to be found could be.
At that point, you have the opportunity to generate ever increasing visibility on your content. People can link to it. Refer to it. Share it. Subscribe through it. Ultimately those in your audience get to raise their hand and say, “this is my problem.” And then you get to say, “I gotchu. Here is my solution for that.”