Other posts in this series:
How to Get Started with Content Marketing, Part One and Part Two
How to Find Your Groove as a Content Marketer, Part One and Part Two
The Evolution of a Content Master, Part One
What types of content do Content Masters produce?
As I wrote in the Content Marketing Model, "you're generating content at the rate of 6-10 pieces per month (or more), a rich combination of the three different types of content. You're posting consistently to your own blog as well as maybe writing some guest posts.
Your content is sharply targeted to provide stellar value to your readers and to engage with them at all levels of your product and service funnel. Your content packages are larger, serving as "flagship products" that reinforce your brand, expertise and value. And you can easily see the next flagship just up ahead."
No discussion of content mastery and flagship content would be complete without a nod to Janet Goldstein and her amazing ability to help entrepreneurs hone their message into a marketable, powerful and unique piece of flagship content. As a publishing industry insider, her specialty is books, but she does it all – home study programs, events, products, etc.
In 8 Simple Truths for Your Book, Janet writes, "Older ideas, uncompleted projects from the past, may need to be dropped or re-conceived from the perspective of your current experience and point of view."
You see, by the time you are approaching your evolution as a Content Master, you have already produced a substantial body of work; likely a collection of individual, highly-focused articles, reports, books, etc.
Each of these items were created at a different point in your business, to address the problem, tool or idea that was most relevant at that moment. These smaller works represent a snapshot of where you were in your understanding of your business, your clients and your own gifts and talents.
Now, it's time to take a broader view. Survey everything you've learned and what you've come to understand about your life's work. Identify that overarching theme that fits just your best stuff (because you can let go of the rest), and is big enough for you to stretch into for years to come.
This is your flagship content. This is content mastery. This is the future of your business.
What does flagship content do for your business?
- It gives your audience a non-threatening and self-directed way to learn and apply your methods.
- It offers a choice for prospective clients who may want to access your expertise in different formats.
- It provides a foundation for your future products and services.
- It reinforces your brand and expertise on this topic.
- It feeds your confidence and income so that you can keep going and produce more great work.
Where can a Content Master look for support?
Before you even start putting your flagship content together, consider seeking out the guidance of an expert strategist (we touched on this briefly in our look at the world of the Content Marketer). It can be overwhelming to deal with all of your content and decide how it might fit into a book, a home study program, an event or some combination.
You'll also need some excellent systems in place that will help you continue to publish your volume of 6-10 new pieces of content each month, all while devoting more and more time to higher-level activities such as relationship-building and flagship content. Watch for the launch of a group program designed to support you in this (BONUS: Janet Goldstein will be part of it! We don't know the details yet, but we're cooking up the best way for you to benefit from her expertise and passion).
At this point, you probably don't need an idea generator – ideas are not the problem – but you may want to leverage your time by turning over the production of your content. You don't have to always be the one to turn your great ideas into written content. That might be another way that someone else can support your work.
I began this discussion by saying that not everyone needs to be a Content Master. What's sad, though, is that many potential Content Masters will start their evolution but get lost along the way. Please, get the support you need to bring your work into the world on this bigger platform. The world will be a better place because you did.