IMG_2732Life is filled with beginnings as well as endings. This weekend I had the opportunity to MC (master of ceremonies) a local charitable event. I was blessed with the gift of gab (hence the reason I have a podcast – Ironically, it rained on a cardboard boat race.

The next day, I watched as my church had its last meeting in its wonderful building and campus. It is moving after 16 years in the same location. It is time to move on and start over with a new space that fits its new charter to help the community.

Both of these were beginnings and endings. The non-profit expanded to serve more communities, but with less state-supported funding. The church is moving downtown to become less segregated from the community, where they can help more people and non-profits.

14114912_10154504375477922_4656754392757955991_oThe ironic part of this weekend was there were two completely unrelated events with very different stories that both have the same ultimate goal in mind. They are trying to serve the second largest city in Illinois with love, hope and compassion while trying to tell a story.

Life, business, and you are filled with stories. They may be personal to you, but they mean a lot to the world! We all have content, but how can we tell those stories, and generate them with purpose, meaning, and longevity that can change lives for years to come?

Generating The RIGHT Content!

work smarter advice in wood typeI’m sure you’ve heard me talk about generating content, so you know I like generating content with a purpose. My new book, The Bacon System, is all about creating content with a purpose that turns into assets. I’ll explain that a little later. I believe content is the fuel to getting people to your website. The important thing, as you’re generating content, is to get people to pay attention to you. You need to provide social media with content that people will actually want to read and will ultimately drive traffic back to your website. It’s always good to have this as a plan.

In The Bacon System, I talk a lot about three different components. Component number one is having that home base, which is your website, and using analytics to measure what’s happening so you can then create content. The second component is generating the content, but more importantly it’s about generating content with a purpose. The final component is content delivery platforms, email marketing, doing social media, creating books, etc. Creating things that are going to drive people back to that home base, your website, to join your email list or whatever else you would like them to do.

Turning Content Into Assets

Digital asset concept image with business icons and copyspace.

What I would like to talk about is creating assets. Creating assets is having something that you can utilize in different ways. That means when you do a blog or a podcast or interviews, that there is something inherent you can use in another way to build upon what you’ve already done, rather than just randomly creating blogs, or doing podcasts and things of that nature. Here’s what I want you to think about. Number one, create a plan. Have a plan for what you are trying to accomplish in the long run. If I am doing a blog post, I want this blog post to get people back to my website, but for what purpose? Where can I send them to? Can I send them to a call to action page where they sign up for my email list? Maybe they will sign up for one of my classes, buy one of my books or come to one of my presentations. As you’re doing things, are you doing it with a purpose?

Also, can that be turned into an asset? Let me explain. When I do the Bacon podcast, I record a lot of guest expert interviews. When the interviews are complete, I get them transcribed, so I have a print version of exactly what I did on the Bacon podcast in audio form. Now, that print version is put up on the website of the Bacon podcast. If somebody wants to listen, they can. If somebody wants to download and read it, they can. I can also take each one of those interviews and turn them into eBooks, because I do ask permission from the people I interview to use the interviews in multiple ways. Now, Amazon has a limit on eBooks of only twenty-five hundred words. Each one of these interviews last ten to twenty minutes, which means I have thousands of words. I can take every single one of those interviews and either put it in its own eBook and sell it on Amazon for .99¢, $2.99, whatever I choose, or I can combine a whole bunch of them and do a compilation eBook that could be ten or twenty thousand words and sell it for up to $9.99.

Turning Content Into Profits

Wealthy man with lot

People will be willing to pay for the content if they feel there’s value in it. That’s the key. If you want to get some insight from some of the brightest minds in the world who are doing interviews on the Bacon podcast, you can actually purchase that for a nominal price. That’s what I talk about, creating assets. I can take the podcast, convert it to text and then convert it to an eBook. Inside the eBook, there are links going back to the Bacon podcast. What am I trying to do? I’m trying to get more people to learn about the Bacon podcast, to get them to subscribe and to build the brand that I’ve been spending so much time over the course of the last two years trying to expand my sphere of influence.

That’s it. You have lots of different ways of taking these things that you’re creating and turning them into assets that you can produce, sell and that you can use to drive more traffic back. As a matter of fact, most of the books that I’ve written have come from one of two things, but generally it’s pre-done content. My first book, It’s Not About You, It’s About Bacon, Relationship Marketing in a Social Media World, was actually built from a bunch of blogs that I had written over ta few years time before I wrote the book in 2013. That book has become such a mainstay in online marketing, that it’s actually used as a teaching tool in college classes. Then, I created a workbook based on that book, so I took that book and created another asset, which was a series of worksheets.

Content With A Purpose

Capturing people with marketingOne of the things that I did when I wrote The Bacon System is I actually produced twelve half hour classes. Now, that can be taught in a one-day seminar for six hours. I could actually teach it that way. I also have my Gold Group System which is twelve weeks of coaching that I do for individuals. I’ve got that asset. The training is in Power Point. I actually took that training and read it into my microphone and turned it into text. Then I modified it, sent it to an editor and now I have a book that is selling on Amazon for twenty dollars. I sell copies when I give speeches. It becomes a tool to let people know that I actually have a great system that’s going to help them understand how to use internet marketing, online marketing and content generation in a way that’s going to help them grow their business.

The whole point of that book is to get people back to where The Bacon System lives. Inside of that, there’s many different things that are integrated. I created a series of checklists called which is a checklist bundle based upon The Bacon System. It’s kind of like a mini introduction to what’s going on. I’ve created a productivity bundle which includes some of the things I teach my students on how to become more productive. I’m working on a Google Analytics package, because one of the things I’ve learned is people forget what they are taught. They will go through these classes, but then forget how to go through and look at their Google Analytics so they know what their content is doing, how it’s driving traffic to their website and how to create content to drive more traffic to the website.

Final Thoughts

Hand drawing orange arrow as trend leader with many white arrows as follower

Hopefully you see that all of these things are working in concert. That’s what producing a system is all about. It’s also about creating assets. One thing leads to another that leads to another. Each one of these pieces is a value to some people at some time. Maybe people aren’t ready to read the book, but they do want to go through the checklist bundle. Maybe they don’t want to read the book, but they want to go through the course. Maybe they do want to buy the book prior to learning how to go into the course to try to figure out the details that they need to learn to do this. Hopefully you can see that this whole thing works as an ecosystem and everything created has a purpose and has a shelf life of being able to be added to something else. The Power Point becomes a book, the book becomes the checklists, the checklists drive traffic back to the website which gets people to either buy the book or get into the training. All of that works as a main system.

Think about that as you’re creating your next blog post, your next e-zine article, or your next podcast interview. How can you take these things and repurpose them in a way that’s going to help you grow your brand, to grow your sphere of influence, to help you create more assets to continue on the message that you’ve been trying to build over the course of time? It’s a system.

I would love to hear your thoughts and comments and maybe some other limiting beliefs you have overcome!