How To Monetize Content, Produce Less and Create A Thriving Business

I think we all go a little crazy creating and learning how to monetize content. Call it the dopamine effect, the need to be hooked on something that brings an immediate rush.

Social media does that. We feel connected when we’re on the platforms. When we create content, we like the “LIKES.”

I am not knocking any of it but I’ve got to tell you for the past two years I have been grappling with the idea of value as it relates to the content I create on a daily  basis.

Specifically, does the content I produce  matter?

Do people read, consume and implement something from it. And as a small business owner, does it bring any cash to my business and where exactly are those revenue centres?

“OK, yes I am talking about  how to monetize content but also by producing less of it.”

I know this may sound contrary to you but I’ve been obsessed and toying with the idea that it may be more possible to have more impact with less content. 

Hear me out with this one because I think it will  have some meaning  for you. When I first started out growing an online business, you couldn’t ***out content***  me.

Over a decade ago, there was this belief that no one was going find you and you wouldn’t be visible or even matter if you weren’t posting content constantly.

And I did. Don’t judge me, but I was on 8 different platforms.😭😭

But that kind of presence really messes with you. First of all, you become a Mad Hatter posting everything, everywhere without a core strategy.

Also, you create content and attach your ego to it. Then you measure and get inconsistent when the “Likes” don’t add up to the effort you put into creating all your stuff.

The alternative is no better.

You produce more content when you get a ton of LIKES never considering if you are attracting your dream customer.

The aha ha moment comes when you realize that you’ve  become a slave to the algorithm.

Again, nothing is wrong this if that’s your game but I wanted to be more efficient once I hinged my business to the e-commerce, online world

So I asked myself >>> what was the minimum amount of content I could create that would get me the results I cared about  the most, and help me to grow my impact and my income? <<<<

“When you create content that matters to you and your audience you begin to understand how to monetize content.”

Let me tell you something about that kind of heady awareness, it feels like a rebirth. Especially when you recognise that you can allocate your time and attention in a more meaningful way.

Ok,  so let’s get started. I want to share the 5 frameworks that will allow you to create more impact with less content.

These are the things I learned the hard and long way and they are going to  be sooooo useful for you, because let’s face it, content creation is a non-negotiable for a small business owner.

However, you don’t need to create a ton of it to be successful.

What you need is: 1) the know how 2) a plan you can consistently stick to and 3) a strategy to create content that serves and converts your audience.

Let’s dive in.

1 | To Monetize Content You’ve Got To Know Your Baseline

There is a big misconception that Mark Zuckerberg programmed us to believe. It’s the number one social media law we saw as Bible.

We were programmed to believe the more reach we have, the better it is.

So if you’re like me, you’ve been eyeballing reach all this time, sinking into your feelings each time you saw your reach did not go far, unless you paid for it.

But reach should never be a metric for your success. Hold on to this revelation especially if you’re a small business under five years old and still hustling to find clients.

If you know the numbers that you actually need in your business, your content won’t ever need to reach millions or even thousands of people.

To be successful your content can reach far less people and still be successful just because you’re focused on reaching  the right people.

 Let’s crunch some numbers

Let’s say you have a coaching business, (hey, this can apply to any small business) and you have determined that you need 70 clients a year to be profitable.

I tell my students that once you know the number of clients you need after calculating your revenue profit margins, success boils down to an easy mathematical equation.

Your next step then is to break it all down by having a simple baseline number. Let’s do this.

So 70 clients a year means 6 clients (on average) a month.

BOOM!

The simple equation that brings results

6 is your baseline. You’ve calculated that 6 clients a month, in your business, will get you to your revenue goals.

Your next step is to multiply that number by 6.

The result will give you how many leads you need to go after in order to achieve 6 new clients based on converting 20% of them.

So if you want to fine tune the dollar per month, it means you need to have 36 conversations and 36 new leads per month in order to hit your 6 clients per month goal.

That’s not a lot of humans.

36 leads a month is totally doable and allows you to focus going deep with the people that you network with, create content for and build ads to serve.

The idea of going wide does not serve everyone.

It’s never always about a massive reach

I want to repeat something I said earlier.  It is never always about  a massive social media reach.

As you wrap your head around producing less content, you need to understand your sales objective and work backwards.

So you don’t have to worry about reaching millions of people. You need to worry about reaching the right people and you need have a baseline and a conversion rate.

Are you ok? It perfectly fine to read this part again. Because once you’ve figured out this part out, I know the question you’re going to ask me.

“Judette, how do I get these new leads if I am not constantly producing content and being seen.”

Don’t worry. I’ve got you!

> Watch over my shoulder as I walk you through how to plan and monetise content in my upcoming workshop, Come Plan With Me. Get over 100 pieces of content as a FREE BONUS.<

2| Know the Best Content Sources To Monetize Your Content

Remember how I told you I used to be on 8 different platforms producing multiple pieces of content per day.

Gary Vee would have been proud. He’s that online marketing guru most of us building brands online listen to.

He encourages his followers, and let’s face it, his worshippers, to create no less than 10-20 pieces of content per day.

That’s awesome advice if you have a number of people doing it for you or at least a couple of persons in charge of production and outreach.

But you and I, we’re solopreneurs lucky to have a tiny team working with us. Many small business owners tell me it’s the woman in the mirror who acts as the chief cook and bottle washer in their companies.

So if you’re a freelancer, or small business owner like a service-based business owner who doesn’t sell directly through your website, creating a ton of social media content is not a smart use of your time.

I am going to get to more of this below.

But essentially what I want to drum into your head here is if you want to produce less and still make a big splash impact.

When I was on multiple platforms, I didn’t come up for air to figure this one out and when I did I couldn’t tell what worked and what didn’t .

Repeating What Works Can Help You Scale

Circle this with your stylus.

When you know what works you can repeat your success just by scaling what works. My best sources of clients come from platforms I own, my newsletter and my blog.

I have 5,000 dream customers in my email database with  a 20 -36 % conversion. My blog is not to a SEO masterpiece but the right clients read it and book me directly

So I’ve identified 1 long-form blog post a week, 1-2 emails per week, and an accompanying video.

From there I can get all kinds of micro content for Facebook (my main social media platform) and Twitter where I build community.

I can do that without thinking about what to post all the time because long-form content is where it all begins for me.

Revenue is the ultimate metric   

Having this kind of focus allows me to be my best and serve from a place of  abundance and ease.

I’m not constantly thinking about what I need to post next. I’m no longer on my phone all the time. That’s just not how I want to live.

So understanding your revenue source empowers you to do less, but achieve more and of course get more revenue in your pocket.

That’s the ultimate metric after all.

Related: Finding Your Brand Voice So Your Content Is Clear

3| Use Content As A Long Game

Now content production can be fast and the furious but I want to stick a pin here. That’s in the short-term.

Content is best when you view it as a long game. When you see it as something you build over time that positions you as the expert baker, creative, business consultant or whatever is your game.

That’s why I’m attracted to and write high-value content that my readers can learn from. It’s why I have established a manageable rhythm for my content creation and distribution.

Short form content can take you places, for sure, once you are writing or producing content on a theme consistently.

But if you look at all the folks you admire in the spaces you occupy, chances are they are producing YouTube videos, podcasts, blog posts, landing pages.

They go deep with you.

There is no magic involved with producing less content for more gain,  but there should be  a business model involved if you want to monetize content.

Don’t Let Content Become A Distraction 

If you’ve been in business less than 5 years and are still hustling for clients  then producing content day after day is not the the real work of building a business.

It’s a distraction, it’s the dopamine hit I was talking about earlier

Your time is better spent using content to build an online community of people who needs  your wisdom ad inspiration to grow, learn or be transformed.

It is best spent engaging with your dream customers; that way you always have warm leads.

Direct Selling Is Important

But you also have to spend time on sales. Direct sales. Finding people who will buy things from you and then getting them to buy again or refer you to people who will buy things from you.

That’s where the fire gets lit.

It’s about jumping onto calls, sending emails, and if you’re good, setting up systems and ads to retarget.

Of course, prefacing this I’d suggest you have a website to showcases your portfolio and a ton load of happy customers you’ve served and who can’t wait to spread the word on your behalf.

After people check your content on social media, you better be sure they are heading to your website

Having this strategy is far better  than “churning” out daily content without a plan, strategy or purpose which brings me to point 4

4| Put Your People First, Not The Algorithm

I think most people are surprised to hear I don’t care about Likes, especially since I’m someone who works in online content strategy and digital marketing.

Hanging onto Likes is not the not the healthiest activity for our entrepreneurial hearts to be addicted to.

So with your content you may need to redefine success.

With my content and social workflows, I want to make sure they are racking up to the  right comments, DMs, views and quality followers. 

When I am in launch mode I want to see how my sales are looking on my Woo Commerce platform.

Algorithms fluctuate even as you try to monetize content

Algorithms are constantly fluctuating.

You can only control what you can control. Sometimes the best piece of content you’ve ever made falls flat.

And while it can be soul crushing, if you’re only determining your success based on external factors then you’re setting yourself up to give up,  before you really get started.

Attach your content to the things you care about the most.

There are people (the right people) who care about what you have to say and want to learn, be inspired and/or entertained by you.

One advantage of an ad hoc approach

My top performing pieces of  long-form content came not because I did an SEO search and figured out keywords.

They  came from my soul.

They were topics I cared about, knowledge I wanted to share.

Included were things I was curious about, stuff I listened to from my community and figured I could write something that helped.

It’s not a strategy I would advise my clients to use. It is, after all, also responsible for my worst performing content.

I’m just being honest

But it allowed me to see  that when I translated my long-form content into social media micro stories, I didn’t always have to be attached to the algorithm.

I also learned that  if f I create out of curiosity and passion, chances are my content would find the right audience.

Related: SIMPLE SEO STEPS YOU CAN ADOPT TAKE FOR YOUR SMALL BUSINESS BLOG

5| Planning from A Place Of Peace and Profit

Like I said, I am not serving quick hits. I wanted this post to be thoughtful.

Having a super healthy perspective on content creation and what it can bring to the table in terms of revenue is key.

I always want to bring it back to the very first thing we discussed, which is what actually matters in terms of how many human beings you need to reach, and serve  on a yearly basis?

What is your revenue target and how can you create the least amount of content strategically and intentionally to hit that number?

Now this requires quite a mindset shift. 

You’ll need to stop judging yourself by other people’s success metrics and start defining your own.

In order to do that, you’ve got to start shedding and rebuilding your approach to content, which is exactly what I’ll be doing in my Come Plan With Me Workshop.

Come Plan With Me, Learn To Monetise Content

There are three key areas to work through in my practical hand-on training which is coming up soon.

I. How to create a personal brand story that acts as the source from which all you content springs

2. Learn and build your own  content flywheel for monetizing what you create

3. Develop a content  plan that’s harnesses your intended objective/s, your personal brand story and build a strategy and plan you can scale.

I designed the workshop to get you more revenue by doing less.

I want you to understand your purpose, have a clear social brand voice and build a strategy to get you creating content  from a place of purpose, peace and profit.

I’ll see you in the workshop you can register HERE.

 

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Judette Coward

Judette Coward

xo xo xo Judette
Sharp Mind. Big Heart.
Heart-to-heart, I help female entrepreneurs like you create profitable content to grow your ideas, audience & small business, and feel free to have a life you love.

Free Coaching? I'd Love It.
Judette Coward

Judette Coward

xo xo xo Judette
Sharp Mind. Big Heart.
Heart-to-heart, I help female entrepreneurs like you create profitable content to grow your ideas, audience & small business, and feel free to have a life you love.

Free Coaching? I'd Love It.

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