Hey. Hey. If we haven't met, I'm Julia McCoy, the founder of Content Hacker. Content is my
life. I've been doing it for ten years.
I started a writing business that grew to 5000 clients, served and over 40,000 projects
in the last decade.
So in that trajectory, I learned so much about content.
I learned what it takes to create content that grows a business.
And I did a lot of writing, hiring and training, wrote books, launched courses to
answer all of the big problems I saw in the content industry.
So today it's 2020, right?
It's well, it's 2022, but we're in the 2020s and I see so much and what I wanted to share
today is something that's really important.
In fact, if this is the only video you watch from me this whole year, good for you.
So in this video, I want to talk about the ecosystem of content and I want to shatter
the misconceptions that all it takes is one or two types of content to see success.
Or we can go on the ground, we can go viral, we can go on TikTok, we can blow up in a
weekend. And maybe you don't even think that, but maybe you're just completely lost
and you're like, Well, how do I grow my business through content?
I don't know. It's a big question these days.
In my opinion, content has gotten a lot harder than it used to be when I started out
in 2011.
You could write almost anything and it ranked in the top of Google and brought you
customers in a few weeks.
Today you are up against so many competition factors, but the good news is I don't think
enough business owners are even thinking the way I'm about to show you.
And that's why this is an opportunity for you if you can harness the power of content
to grow your business in the most effective way possible.
So let's get into it. Let's let's do it.
All right? I'm not Picasso, so I'm just going to warn you, this is not going to be a
michelangelo Sistine Chapel here.
I'm a writer, not a draw illustrator.
I have designers on my team.
Okay. So the misconception here around content is that it only takes a few types of
content or a channel that's hot right now, or I launch a website that's the magic piece,
or I get on Instagram.
That's the magic piece.
No, it's not. So let's talk about that.
So. You have different content types.
You have the blog.
You have a sales copy?
That's email.
These emails could really be better known as nurturing.
That's where I see emails fit in and do really well these days.
Then you have sales copy.
You have social media content.
This list could keep going.
We could add books.
So these are all different content types, right?
And if you did SQL and let's say you targeted on keywords whenever you wrote your
blog post and you did it in the correct manner, because we don't just want to blog
random stuff, we want to actually blog on topics that will bring in customers.
And I'll explain more on that in a second.
But let's say this was your approach.
Well, I need blog, I need email copy, I need sales copy, I need social media copy.
I need to write a book.
All of that might be true.
Yes, you might need these pieces.
But here's the error that I see happening.
I see that most people think they can grow with a few blogs.
Most people think they can grow with an email.
Most people think they can make lots of sales if they just do a bunch of sales pages
go viral on social media.
It's all I need to do, right?
Write a book. Do one book.
I'm on Oprah. Wrong, wrong, wrong, wrong, wrong, wrong.
So content is an ecosystem.
This doesn't work anymore.
This might work for a day or two.
This might work to get you some sales in the next couple weeks.
A sales copy launch launch, a sales page.
Tell your network about it also might make you some money.
Social media.
You might get viral, and if you keep at it, you may grow an audience pretty well, a book.
It'll build some hype for you.
But what will all these things do if all you've done is focus on publishing one of
these here and there to grow your business and then you're flat line?
That's why this doesn't work.
And I'm going to show you what does work.
So when it comes to content and this really is for the business owners out there, but
it's also for you if you do marketing, if you want to sell your skills as a marketer.
So what works really well and we're talking years to come in content because this is easy
doing all of these.
Pieces of content.
Easy. You can get something out in a week.
And that's the temptation.
That's the trap we're going to write.
Trap here the trap is, Oh, if I just think about content as a mechanism, that's the
problem. If you think about content as a mechanism, it will not work to sustain your
business long term.
Don't forget that if you think of content as a mechanism, it becomes a trap.
Think of content.
Hopefully you can read that. Think of content as an ecosystem.
How? Julia, what the heck do you mean?
Let's talk about it. So I'm going to get some different colors here because this is
important. And I've been teaching this for years.
I just haven't actually done a video to my network on it yet.
So here we go. So the content ecosystem and the center of it.
You have. Make sure my white board won't fall over.
You have your platform.
That is the heart of the ecosystem.
That's the heart of what should be your content ecosystem.
If you run a business or you want to sell your skills as a content creator, you need to
think this way too.
So who is the client's what?
What brand does the client have?
Or for me, if I'm thinking of this for me, what is my ecosystem?
What is the heart of that ecosystem?
For some people, it actually is social media.
It actually is their podcast.
What is your platform now for me?
I like to say website.
Why? Because I can put a flag on that mountain and call it my own.
If my platform was Instagram, I could wake up and lose tens of thousands of followers in
a day. Why?
It's not my platform.
Instagram can really do what they want.
That applies to YouTube.
Tik Tok any other platform that is not your own.
So ask that question.
If you are building a website, start a business and you want to grow through.
Content is the heart of your ecosystem, which I'll show you here in a minute.
It's the heart of your ecosystem on a platform that nobody can take away from you
that is so important.
So what kinds of content will grow this?
Well, there's honestly a lot we could grow through the podcast.
We could grow through blogs.
We can add email.
We can add social.
And finally. Website pages, landing pages, because that brings the sales.
So here's how this works.
All of these places where we get people from our content types.
So we're getting people from Google.
Whenever we do SEO blogs, we're getting people from Google.
And you can add ads to this, right?
Ads could be cross any one of these out.
Right. Ads. That's a source of traffic.
Podcasts, you're getting people that only listen to a podcast or that would prefer a
podcast email.
You're reaching people on your list.
You're going to nurture them into your platform.
And this connects directly to sales.
So you can send them a sales page once they've read a blog, once they've listened to
a podcast ecosystem at work.
Social media. You're pulling in people that are scrolling and reading all the social
networks, watching reels, watching the short form video content, right?
Reading content, reading the captions, because people do that still.
So whenever you connect all of these types together, really the best way, and I would
argue the only way to do that is if the core of your platform is your website.
How else can you tie blogging, podcasting, sales pages?
Social media. You could do a hodgepodge, right?
You could do the Clickfunnels sales page.
You could do a separate landing page to host this or that.
But the reason we say website is because you can grow this exponentially over time.
This is a slow.
My ups and downs.
Right. Slow and steady growth curve.
If you stick with it.
Slow and steady growth curve.
If you stick with it.
What does that mean? Regular and consistent content.
So with the SEO blogger pulling in people from Google, your let's say for example, your
platform is you coach people on how to have a healthy life.
So let's say let's say I'm coach, right?
So your blog topics could be how to live well in
2020 and you can create something that caters to that topic.
Well, that's SEO blogging and that's going to pull in traffic from Google.
You could create a podcast on the same topic.
You could create a video on the same topic.
And what you're doing is you're catering to all these different types of people that
watch videos, listen to podcasts, read blogs, do a Google search.
And this ecosystem, again, only works if you have started here.
If you built a website that you're proud of, if you have a platform that nobody can take
away from you because you could send everybody to an Instagram page, write a
TikTok, handle a YouTube channel.
And while that's great and that will work, where will that be in a few years?
You don't own any of that.
None of that traffic will be yours.
The beauty of this is you can build a website from zero all the way to 100,000
visitors a month, $100,000 a month in revenue.
And you own that, which means you get to exit and sell it one day or continue to grow
and grow it. The reason most people don't do this, this approach that I've found, because
I'm coaching a lot, I'm helping a lot of people build their sustainable business.
The reason this doesn't happen is because of how much work this feels like.
Yes, you are right.
It's a lot of work.
So over here, you have to learn SEO content.
That is a skill.
So we're going to write skills.
Sales copywriting another.
Skill. Social media.
Another skill.
And then you have to get things done like.
A good brand that speaks to your ideal customers.
A beautiful website that you can build from.
But this is worth it.
It's worth the time and the trouble.
And the best analogy I have for you is think of it like building a house.
If you built a house on land you didn't own.
And let's say at some point that land was taken away from you.
What would you do with your house?
I don't think you'd be able to live in it.
It would be a pain.
You'd probably be called a squatter.
Same thing applies to your business.
If you don't have a central location that you own, all of your hard work could be for
nothing. And we don't want that.
We do not want that.
So how do you get all this done?
Right. How do you get all this done effectively in a way that will grow your
business and not burn you out?
You need to delegate.
You need to delegate all of these things.
Delegate your email. Copy.
Delegate the writing of the blog post.
And what is this?
This ecosystem lives, eats and breathes content writing.
You need. In short, you need a writer if you are a business owner.
That's what you need. If you're the writer, this is what you can do for people.
That's incredible. Podcast show notes.
You can write your blog content.
You can write their email content.
You can write their social media content.
You can write their sales page content.
So this goes super against the grain because there's a whole world out there called
copywriting. But I've been testing for over a year and we have been able at Constant
Anchor, we've been able to take content writers and turn them into writers that can
write for all of these formats.
Podcast show notes, effective sales pages.
And the magic ingredient is they have to care about and love your brand.
They can be taught anything.
If they're a good writer that enjoys writing, take the word good out of it.
If they're a writer and that is their trait, that is their passion.
You can take that and turn it into anything.
So if you have a passion for writing, you know, learn how to write for these formats.
And I have a course called the Unlearn essay writing course that teaches you how to write
for the key online formats.
After first killing, that habit that stops you in your track called essay writing.
Because nobody is going to read an essay no matter where you put it in your ecosystem.
So there are uniform things that work, uniform techniques that work across the board
in creating this type of content.
Now, if you're a business owner and you're watching this and you're just like, I need
this wheel to happen, I need the revolving wheel in my business.
Then I have something for you at Content Hacker and it's called Content Engine and we
train. First of all, we find, we hire, and then we train that writer who didn't know
this before. We train them.
We train them to write for all of these formats.
Again, if you love to write and that is in your system and then you love the brand
you're writing for, you are unstoppable.
And that becomes a Swiss Army knife for the business owner.
Because, again, what's the currency here?
What's the foundation of all of these pieces?
Content. The written word is critical.
You need show notes, you need captions, even for those YouTube videos.
But if you're building from the inside out and you're building the right way on your
platform where nobody can take it away from you, then all you need is to create content
on a consistent basis, and you should not be the one creating that.
You need a writer, and I would argue that you don't need a sales page writer.
You don't need a podcast show, no writer.
You don't need an SEO blog writer.
You don't need an email writer.
You don't need a social media copywriter.
You do need a social media manager.
That's different. But for the written types of content going out in your ecosystem, you
need one writer that gets to know your brand and is trained on all of these formats.
So I'm going to wrap this up.
If you want to learn this skill, get unlearn essay writing.
It is the course that will show you how to write for all of these formats.
If you are a business owner and you need a Swiss Army knife writer that can go in and
write all of this.
I've been testing this for over a year in multiple industries, in Content Hacker and we
have seen it work time and time again.
We took a content writer that was an SEO blogger, turned her into an epic sales page
copywriter with templates and training so it can be done.
But again, you need somebody that loves writing and will love to write for your brand
in particular, and they will be there for years to come.
Because what's the secret sauce to not being burned out?
Passion for what you do, love for what you do.
So if you're the business owner and you need that, that's called content engine.
That's what we do now at Content Hacker.
We go and find the writer that will write all these formats for you.
What? Save you tons of money?
In the long run, you can get a writer at a very affordable, good rate.
Take somebody who's an expert who might be out of work looking for a job.
We do all this.
Place them in your company as a content writer, train them, equip them, give them the
pieces of your brain.
Because writers, they aren't magicians, even though they look like it and they can't read
your mind. So they need to be trained on you and your style and your voice and your tone
and your story and your history, right?
So we do all that in Content Engine and at the end of it you have the systems and the
writer to do all of this for your business.
Pretty amazing.
I went, by the way, we build websites now too because I just wanted to finally do it
for people. This puts me in the mix so I can see what works in different industries.
One big reason why we're doing it gives me hands on experience to see what works in
websites, and it continues to uphold my big, hairy, audacious goal, my blog, which is to
help you grow through the best content you could ever publish in the history of the
world. Because why be anything but great?
So there you go. If you want to learn how to write, you want a simple one week course, the
online essay writing course.
If you're a business owner, you need this revolving wheel that's called content engine
and it's a lot of friggin work.
And we do it for you. It. And Hacker.
And if you want a mentorship where I teach you how to build a business from the ground
up and I teach you how to do this, including go and hire your writer.
We have a 12 month mentorship because that's how long it takes to build this kind of
revolving wheel called the content transformation system.
Look into that. If you're the DIY buyer and you maybe don't have enough money to just go
for the gusto and get the Swiss Army knife rider.
And you want to learn how to do this yourself.
That's my mentorship.
All right. I hope this helped. I hope this provided some clarity.
I'd love to hear your questions.
This is a deep topic, so drop them in the comments.
And, you know, the whole reason I created this was that you have long term success.
I am so tired of seeing all of the short term myths that you can have tremendous
million dollar businesses just from putting out some pieces of content on the Web.
That's not true. You might for a minute, but in the long run, if you want to have a brand
and a website and a business that just grows and snowballs with time, your best platform
is the one that you own and that's your website.
Thanks so much for watching.
Again, I'm Julie McCoy, the founder of Constant Hacker.
I live and breathe, sleep, eat and drink content when I'm not hanging out with my
family, my baby and my husband and my daughter.
So I hope that you enjoy this and I hope that you got some good from it.
Let me know in the comments.
What question do you have?
I would love to get those answered and help you grow through amazing, epic content.