out how does content strategy work sound fair we're going to get into how content strategy
actually works so first things first let me just say we are in austin at a tony robbins event so
that is why we're a tiny bit earlier than usual but you can still win things so one person each
week is going to win something for my swag shop and all you have to do for that is subscribe to
my youtube channel comment on my youtube videos and then share my youtube videos into social media
tagging myself or my business page in it either way but one person every week that does that is
going to get a little tappy tap on the shoulder and we're going to tell you to go to my swag shop
which is at with martha.com you click on shop at the very top check out the swag you decide
on one thing that you want and we are gonna send it to you okay so that is how that works so now
let's go ahead and get into things so again what we're talking about today is how does content
strategy work maybe we should also talk about how it doesn't work but maybe first we define women
because people are like content strategy that feels like a lot and quite frankly i mean it
can be overwhelming and it can be a lot but i i think that's only if you're listening to the wrong
person honestly somebody that doesn't understand something well doesn't explain it well also and
so there are a lot of people out there that really just confuse some folks when it comes to content
strategy and i think that's just because they don't really understand what they're talking
about themselves they're just regurgitating stuff and uh you can tell because they you know don't
do it well so let's talk about how to actually do it well okay sound good i see you guys over in the
chat happy friday to you i see you uh and go ahead and keep chatting at the end of what i'm talking
about i'm gonna come back through and i'm going to put your names up on screen some of you guys
and i love you guys for showing up and being part of the community so thank you so much you guys so
the question is how does content strategy work well how it doesn't work is
just posting things so you're going to see some people out there that
just post on instagram or just post on facebook or you know snapchat or whatever just just post there
and post about this stuff every once in a while and it's really they're gonna say it in the name
of attraction marketing and uh all that they tell you to post are like quotes and stuff like that
and there's a place for that in your content strategy there's absolutely a place for that
but it's not in the the building your business getting sales part
that's i mean the the place for that in your content strategy is having me too moments with
people you know like having those moments where they're like she is totally me like
she gets me we like the same stuff you know like whenever you see somebody posting the same stuff
that you would post you're like ah like we're sisters from another mister you know like it's
it's a it's a it's a cool feeling to have with somebody but if that's all that you're doing
that's not that's not even close to a strategy because social media isn't even close to a full-on
content strategy social media is a part of it you know con a good content strategy is going to cover
across multiple platforms and so it's going to the this is the way i describe it anyway in hbr so
the way in hbr what we do is you're essentially you're setting up different
gears so you know like machinery how you have all these gears that work together and then like it
makes the whole thing run but it needs every one of those gears right it can't be without a gear
or another way i like to describe it is it's like putting the chain on your bike right your
bike isn't going anywhere if you don't actually put the chain on it a good content strategy
is the chain on your bike it's what makes the thing actually go it's what makes the business
actually build and so you might still be like martha yeah i get it what is content strategy
what it is you guys is it's essentially it's creating content first of all you need to know
who your person is how you're serving them that it's a market and that you're setting yourself
apart in the market so there's like your you need that foundation first before you even determine
what your content strategy is who gives a rip about your content strategy if you don't even know
these basic things because you're going to end up pulling in the wrong people you're still not going
to get sales so you can't jump straight to content strategy so there's a thing but content strategy
essentially what it is is we create content that our people need so they know that they need this
content or we know that they need the content and then we can bring it home to them okay so the and
i'm not going to go all the way a content strategy if i were to teach it would be you know probably
a year-long thing in hbr and make it much faster than that and easier to do but if i go into all of
the nooks and crannies of it that's probably a year worth of stuff but what you're really
doing like if we really just make it easy are we doing a mic is mike coming in do you want me to
yeah just go ahead and do that you don't want me to do it yeah here comes mike there's mike
oh my word okay
we need that as a thumbnail somewhere
so
it's giving your people what they need what they know that they need what they're already looking
for right so like if your people are looking for something and they need the answer to something
then you're giving them that okay and then what you're doing is you're guiding them into different
places right so a lot of people when they think of growing their business they think okay well i'm
just gonna put it out there i'm gonna put out the buy my stuff or i'm selling this thing or
i have this amazing course which like i'm sure that your course is amazing right like i'm
positive your course is awesome but you cannot just blast it in front of people that are quite
frankly there for another reason you know so like in public your your people that you're friends
with on facebook or on instagram or whatever or linkedin your people that you're already connected
with you're connected with likely for a different reason other than why you created this program
so if you blast in front of them hey i got this new program and da da da da they're going to be
like what and like i'm not here for that you know i'm not that's not why we're connected or whatever
and so what you do you guys is it's a way of being able to pull the right people
out of your social media or attract people that aren't even on your social media yet but they see
you because somebody has shared it or um or the algorithm we'll talk i mean we go through that
in hbr you you're able to trigger the algorithm to show you to more people and this is all without ad
spend you guys content strategy is building your business without spending money on ads and even
better you're building an actual loyalty with your audience that will span years okay so you're not
spending money and you're building the right kind of audience okay that you can then serve for years
and so what we're doing you guys is we're bringing people out of our public domain
you know our public social media or our youtube channel or you know whatever we're bringing them
out of there and we're bringing them down into another place where they have opted in you know
you're asking them top of funnel which is i'm getting a little geeky here but this is like
the the very this is these are public eyeballs this is like everybody so those of you out there
that are like i i need more audience i need a bigger audience i have already you know uh
everybody that is in my current audience already knows what i do and i need more people to see me
content strategy is what you're looking for quite frankly hbr is what you're looking for i mean
let me just go ahead and do this because it's going up in price so i'm going to say it
jump in hbr now if you're saying that you need hbr stat okay so you can get moving
on this thing you're going to go to live in the dream with martha it's my facebook business page
message me the words let's do this rainbows and unicorns whatever you want and then we're going
to have a conversation i'll give you the details of the program and that'll be that
it's going up to 10k soon it's 14.97 right now if you want to wait till it goes up to 10k feel free
it is in my interest to make sure that you don't spend more if you don't have to so there's that
okay so again living the dream with martha i'm gonna go ahead and get soft screen now
so you guys what we're doing is we pull them
from public top a funnel we pulled them down into a place where they've raised their hand
once for us and said i'm looking for what you're talking about that's all we want okay
you're not trying to sell your stuff top of funnel you're like i want somebody to say
i want more information on what you're talking about i want to see if you might be my person
this is the kind of real stuff that happens are you my person because how many times
have you bought a course bought a program and you're like nah like i don't really i don't
i don't really jive with this person i don't really want to learn from this person i don't like
how this person talks you know there's all sorts of different things and so what people are doing
they know they're self-identifying that they need more of what you're talking about which is the
best ever okay when it comes to marketing and somebody self-identifies as needing what you're
talking about game on it's perfect because you're here to serve them right and you know
that those are your people and they know that you're their people
but what they're doing is they're kicking the tires and god bless them let them kick the tires
right and so what we do is we bring them into another space where they can kick the tires
where they can join our community where they can see what's going on where they see some tutorials
that we've done and some trainings and some challenges so if you want to see what like kick in
the tires looks like my group is actually in the um the link is in the description of this video
go ahead and join my group kick the tires feel free there's there's there's a lot of
tire kicking going on and i embrace all the tire kickers because i am also a tire kicker okay so i
know that you likely are also a tire kicker and if you're like martha what on earth are you talking
about i mean the people that go you go a tire kicker is a term that comes from buying a car
where you walk around the car and you kind of kick the tires and you see this is really what i want
that's the whole concept right so content strategy what it's going to do if implemented correctly
what it's going to do is it's going to bring people from all over the place
into you they're going to like raise their hand that they want to work with you or they want to
learn more about you and then you can start doing a more like focused content strategy there so
there's a different content strategy here than is here and then there's a different content strategy
that goes from here to here okay so when you see somebody talking about a blatant like a uh you
know uh um blanket strategy content strategy for your business you already know that that
that's the wrong place there should be three okay and if nobody is talking about the three content
strategies you need for your business then you need to you get an hbr what are you waiting for
we know what we're doing okay so um anyway that is let me go back to the title how content strategy
works that's the overarching idea of how content strategy works no let me explain something to you
i have recently tapped the shoulders of some of my students some of my students that were already
showing up and serving really well right and they were there they are
living eating breathing hbr people home-based revolution which is my program right
and i tap their shoulder and i train to them so they are now my team of business strategists okay
so what i've wanted for a very long time is to be able to serve more people one-on-one and i just
simply can't you know i mean for obvious reasons i'm one person also we've got a massive business
and we've got you know a lot of stuff going on and i would love to be able to but i just simply can't
and also even when i do the price point is pretty high and not everybody is able to do that right
and so what we did is with the the business strategists i trained them on
this content strategy and we've trained on bat signal so far okay so the way that
you can work with one of them here's what you can do and you can sign up today right
they've got all of their their schedulers are all ready to go you can sign up right now today
and their schedules are going to fill up fast okay because it's very inexpensive so what you guys are
going to do is you're going to be able to meet with one of them and get your content strategy
for the year okay you will get your content for a year you'll be able to
sign up with one of them go ahead and jump over now if you want to i'm okay with that
click on the link in the description of this video go over there sign up with one of them on the on
the page that you go to it's going to show what they specialize in and what they're really good
at we wanted to be able to pull out their own gold of who they are and what they're great at
and so you can choose who you want to work with and the way that i really see this working is
some people will probably get monthly sessions uh and it won't all just be content strategy it'll be
you know business strategy am i doing this right am i doing that right what should i do here and
that sort of thing okay i can see that happening but you guys go ahead and go over there get your
content set up for the year here's what that does you will have all of your content for the year and
then you will never have to do that again and the reason why is because that content is all you need
so when next year rolls around and you've got you know you've gone through your year of content you
go through it again because you have a different perspective you have you'll probably tweak it just
a little bit because a year ago i wasn't the same and you weren't the same either next year i won't
be the same and you won't be the same either you'll have grown right and so you'll have a
different perspective and there's such gold in in that kind of content strategy it's just amazing
and what what i have taught them to do is to be able to create content strategy that does this
some of you may know this and some may not i come from a very strong seo background search engine
optimization it's how you move your website to the top of google just in layman's terms
and really there's a joke in the industry in the seo industry where do you hide a dead body
on the second page of google because nobody ever goes there right and so what this does with this
content strategy that we're going to do with you does is it satisfies what google is wanting
to serve up to people what so what that means you guys is when you create that also know that
google also owns youtube right so let's not get it twisted google owns youtube it's the same idea
so you would also be showing up hi there so what it's going to do you guys is you're going
to have all your your strategy for the year not only is that going to bring in clients
build trust build trust build uh authority in your industry and also uh have people you know coming
in sharing your stuff but it's also going to and build sales of course because that's what that
does building trust build sales just in case you didn't realize that that's what that does
next thing that it does is it's going to uh um it's going to bring people into your space
which then makes it easier to sell and then your your website is going to go up to the it's going
to move up to the top of the search engines as well you guys this is it if you've been looking
for ways to be able to show up every day and you're like i don't know what to talk about
this is it this is it this is it get a session with one of these people you can get a session
with me too if you go to withmartha.com you can go to one-on-one coaching it costs more of course you
can get a session with me too you can go ahead and set up a session there but get a session with one
of these people i've trained them on precisely what i do okay so i love you guys i have to
get out of here oh let me let me put a couple of you up heather said hey mike nice forehead
sarah good morning friend i like this time to hang out oh vonda good morning martha
good morning jennifer i need hbr message being sent girl jennifer get in let's go you guys
it is time okay and all of the awesome is being added to hbr it's this is momentum if
you want to know what momentum looks like it looks like this i love you guys adios