Content Inc.

1. Identify your sweet spot: Combine knowledge, passion, and audience

The sweet spot is the intersection of a knowledge or skill area and a passion point.

Knowledge + Passion + Audience = Sweet Spot. The first step in the Content Inc. model is to identify your unique sweet spot. This involves combining your expertise in a particular area with something you're passionate about, and then aligning it with a specific audience's needs. For example:

• Matthew Patrick (Game Theory) combined his knowledge of math and analytics with his passion for gaming
• Ann Reardon (How to Cook That) merged her food science background with her love for baking
• Andy Schneider (Chicken Whisperer) united his expertise in backyard poultry with his passion for teaching

To find your sweet spot:

• List your areas of knowledge or skill
• Identify your passions
• Define a specific audience that would benefit from this combination

2. Develop a content tilt to stand out in your niche

Without "tilting" your content just enough to truly have a different story to tell, your content will fade into the rest of the clutter and be forgotten.

Differentiation is key. The content tilt is what separates you from everyone else in your market. It's your unique perspective or approach that makes your content stand out. To find your content tilt:

• Analyze your competition and identify gaps in the market
• Consider unconventional angles or perspectives on your topic
• Use tools like Google Trends to discover rising interests in your niche

Examples of effective content tilts:

• Claus Pilgaard focusing on the taste of chili peppers instead of just heat
• River Pools & Spas becoming the go-to resource for fiberglass pool information
• Ann Reardon creating seemingly impossible food designs

3. Build a consistent content base on one primary platform

The greatest media entities of all time selected one primary channel in which to build their platform.

Consistency breeds success. Once you've identified your sweet spot and content tilt, focus on building a strong content base on one primary platform. This could be a blog, podcast, YouTube channel, or other medium. Key points to remember:

• Choose a platform that aligns with your strengths and audience preferences
• Develop a consistent publishing schedule
• Create high-quality, valuable content that serves your audience's needs

Best practices for building your content base:

• Set clear editorial guidelines
• Use an editorial calendar to plan and organize content
• Ensure all content aligns with your overall mission and strategy

4. Focus on harvesting an engaged subscriber audience

The Content Inc. model only works if you can build a loyal audience of subscribers over time. Period.

Subscribers are your most valuable asset. Building a loyal, engaged audience is crucial for the success of your Content Inc. model. Focus on converting casual readers or viewers into dedicated subscribers. Strategies to grow your subscriber base:

• Offer exclusive content or incentives for subscribers
• Use lead magnets like e-books or webinars to capture email addresses
• Consistently deliver value to keep subscribers engaged

Prioritize subscriber types based on control:

1. Email subscribers (most control)
2. Print subscribers
3. Social media followers (least control)

Remember: It's not just about quantity, but quality of engagement with your audience.

5. Diversify your content across multiple channels

The greatest media brands in the world leverage not only digital, but in-person and print components as well.

Expand your reach. Once you've established a strong base on your primary platform, begin diversifying your content across multiple channels. This helps you reach a wider audience and creates more opportunities for engagement. The "three and three" model suggests focusing on:

Personal brand building:

1. Blog
2. Book
3. Speaking engagements

Business expansion:

1. Digital content
2. Print content
3. In-person events

Examples of successful diversification:

• Content Marketing Institute: blog, magazine, podcast, events
• Michelle Phan: YouTube, book, makeup line, music label

6. Monetize your audience through various revenue streams

There are many ways to make money from your content and subscribers.

Multiple revenue streams create stability. Once you've built a loyal audience, explore various ways to monetize your platform. Don't rely on just one source of income. Common monetization strategies include:

• Advertising and sponsorships
• Subscriptions and premium content
• Conferences and events
• Product sales (physical or digital)
• Consulting and services
• Affiliate marketing

Key considerations for monetization:

• Ensure monetization efforts align with your audience's needs and expectations
• Start with low-hanging fruit, then expand to more complex revenue streams
• Continuously test and optimize your monetization strategies

7. Practice patience and persistence in your Content Inc. journey

Be patient.

Success takes time. Building a successful Content Inc. business requires patience and persistence. Many entrepreneurs give up too soon, not realizing that it often takes years to see significant results. Key points to remember:

• Focus on consistently delivering value to your audience
• Monitor key metrics, but don't obsess over short-term results
• Be willing to pivot or adjust your strategy as needed

Success stories that required patience:

• Content Marketing Institute: Started in 2007, became profitable in 2011
• Copyblogger: Took 19 months to launch first product
• Digital Photography School: Focused on beginners for two years before expanding

Remember: The Content Inc. model is a marathon, not a sprint. Stay committed to your vision and keep pushing forward, even when progress seems slow.

Last updated: September 29, 2024