build a content machine

Casey Means: So I just tried all of these things. a content creation machine? Then from that master topic list, we start planning out the content week by week: Lay out your content plan like this with a week number and a due date to help you make sure that you have a clear deadline for each article. If they end up making the Levels product or some similar product part of that journey that helps them feel better, great, thats awesome. 02 View candidates We send a curated list of talent providers straight to your inbox. I moved from spending a lot of time writing and researching to spending a lot of time managing all the writers and the process and the coordination. The course starts now and never ends! I think that when we start potentially publishing findings, Im really excited, and even when the research projects really just get underway, really excited to be sharing more about that through our content on our blog and sharing about our incredible research partners and how were trying to really advance the state of metabolic health research. Watch out for these six red flags when hiring a content marketing agency. Casey Means: So that was the process. And so for one unit of work towards content, you can get so much lasting units of output. To be of any use in the real world, it must be accessible to users and developers. Is that really what you mean? I'll also teach you everything you need to know in order to scale your audience and impact the masses 24/7, 365 days a year. Goals & Plan What is the goal, the end output for your Content Marketing Machine? What did you learn as you looked for other contributors, other folks to help you? Sarcastic? This is where the attention is. Start Googling and learning about SEO. Were building tech that helps people to understand their metabolic health, and this is your front row seat to everything we do. And I got a subscription to different programs like Ahrefs, which is where I could understand backlinks and featured snippets. The exact assembly of your CNC machine will depend on the type of machine you choose to build, the custom options you choose, what you plan on making with the machine, and many other factors. So throughout that whole process, she was so, so, so helpful. Thats how your board turns into a huge mess, and Google Sheets is a much better place for keeping future ideas. However, if you want to outsource your content marketing needs to an agency that already has a proven content marketing machine in place, feel free to reach out to us. You need to know where youre going with your content, what youre building to, and what kind of schedule you need to keep. What kind of tone do you want the content to be written in? One solution is to commit to getting the writing done yourself. Not just take research and summarize it and write it up. Mike Haney: And then the point thats made in the book that I think is so interesting and so useful for us moving forward that people whose questions youve answered are more likely to become customers and stick with you. You never have to let your content marketing fall through the cracks again. I know Im going to learn so much as well, so cant wait for that. You can build your CNC machine using different methods, but the easiest method is by using aluminum extrusion. I remember our SEO trends dipped one month, and I was just googling, why do SEO trends dip? What content does yours need to beat? And gave me a really good chance to sit back and think, okay, is this what I spent probably a week full-time on that edit test because it was really thorough and pretty involved. What weve developed is a system that any company can use, whether theyre working with freelancers or in-house writers, to publish great articles on a consistent basis every single week. We match you with the right pro and get you started in a soon as 2-3 days. I can imagine people might be starting a company and hire someone to help with content really early on without maybe going through some of that rigor. WordPress), A marketing specialist who will promote your content in social media and other relevant channels, Pro tip: If you believe you need more hands on deck in order to build your own killer content machine but youre strapped on cash for additional employees, consider, outsourcing your content requirements to an agency. How does lifetime access sound? This will give you an overview of what you're building and what you're going to operate: Now we'll go over the machine, part by part. Well, that leads really nicely into the first question, which is when you came on to the Levels team, and obviously you came on with a number of expertise, including being a doctor. We requested over 200,000 words of content last week. Mike Haney: I have a couple more questions to wrap up. It's one of the best ways to increase traffic, build a community of loyal customers, and move the needle. Casey Means: And it was amazing, it was just such an interesting process to have a lot of my preconceived notions be shifted and changed and then realized that everyone was obviously completely right. And so how does the person take different conclusions and create something that is accurate and balanced and nuanced and still provide service to the reader but keeps total intellectual rigor when the research is somewhat mixed? What spurred this idea of having a robust editorial component to the company early on? I also really love writing editorials and opinion pieces. And in the midst mainstream medical culture, which is all about volume and production and guidelines, it can be super easy to stop doing the critical thinking and the independent thought in the whirlwind of the industrial medical complex. So that was also something that we focused on as well. And all of this, it can be traumatic to just be in that constantly. And early on, you can really experiment a little bit with what works and hypothesis test. . Drop us a note in the comments section below. Looking at the folks who still buy kits or ev This happens a lot in editorial operations when a new editor-in-chief comes in and you think everybodys aligned. I mean, I think about some of my favorite brands WHOOP and Eight Sleep, they all have such a perspective. Can they synthesize these ideas? But if you think about that piece of content not just as one thing youve created once and it cost this much money, but as being a pillar that is holding up the whole information ecosystem youre creating that then has all these offshoots that just continue on over time, that cost looks a lot more reasonable. And another thing I did early was really starting to report on these metrics, these basic SEO metrics to our team to keep us accountable. Heres Haney. So what makes an amazing writer? Casey Means: And ultimately, if youre an entrepreneur, thats what youre doing, youre trying to change something about the system or create a product thats going to better the world. Even if somebody who has a background of some kind comes in, theres always going to be a learning curve because every company in operation is a little bit different. A researcher and writer who will find more information on a topic and execute the content itself, A proofreader who will check the content for grammatical and spelling errors, A marketing editor who will check the different marketing aspects of an article such as SEO compliance and if its aligned with the content avatar, A multimedia specialist who will source visual assets such as images and videos that will go together with the articles, A CMS personnel who will publish the post on your blog platform (i.e. Theyre used to content being a well do it when we have some free time endeavor, and since they never lay out a clear plan, they never get into a good system of content production. Likewise, when coming up with new ideas for content, prioritize ideas that can be repurposed. I of course received those and we were reviewing them, and we were evaluating writers to potentially work with. Because when you put something out there, the engine starts going. And thats part of the skillset, and this is an editor. And we produced some of our content that way for sure from each of those sources. And basically the idea in this book was that any question that even remotely is related to your company or your companys domain needs to be answered by your site in the best possible way. And I think its completely normal for people to go into this process, particularly if its going to be run by somebody who doesnt come from a content background and the companys very early on to not know that in the beginning and to have that be part of what you learn in those early months as youre generating pieces and maybe youre working with writers and youre looking at those qualitative and feedback mechanisms to start to find your voice and your perspective and what it is that your content operation is trying to do beyond some of those basic tactical things like, yes, you should answer questions people have. Cabinet Its a step-by-step guide to developing a bulletproof SEO strategy that can take you from 0 to 100,000+ monthly readers in less than a year. Do this for a piece of pillar content per week and you have your content machine running. Or maybe another way of asking it is who did you think was the audience at the time? Theres just so much, just so excited for the future. Casey Means: And then there was an original essay, which we actually paid people to do. Having a writing practice within the mindfulness type practices is very helpful to clinicians, and thats actually been studied and published about. They have to be, in our case, deeply researched and sourced. This website is sustainably hosted on a server with 100% green electricity by BRANDS IN GREEN. When you just said that thing about walking into the restaurant and feeling better, it honestly gave me chills because Im like, Thats exactly right. Isnt that just so amazing that were sitting here doing our work and that could potentially impact someone to have a better day, have a better life? Casey Means: So I was Googling articles about top 10 tips to boost SEO status of your article. . And you could undo an awful lot. 1. Start, track, reiterate. Organize these ideas into a content calendar or an editorial worksheet. The main information you want to provide is: Tone and voice: Is your blog fun? But saying, well, I could never pay my writers that much. You can build a good machine yourself for between 150,- and 500-. Add to Cart. And then theres also great research that its excellent for patients who are in the clinical setting to also be doing writing as a therapeutic tool. But you still have to find the writers. Your time budget. Whether its social media or audio or on LinkedIn or Twitter or whatever. Here are the 5 steps to build a quality content machine for your business: 1. People were giving us incredible feedback on the content. Many companies produce content because they read somewhere that its necessary, without understanding the why behind it. Oops! That would be great. The plan is only the first step though. And the actual test part of the interview process, creating editorial tests, sees how someone works. Answer (1 of 5): This plan seems made to order for you. Casey Means: Oh my gosh, Im excited about so much. And I pitched them and I said, they just were starting the journal, and I said, Hey, it doesnt look like you guys have a medical humanities section, are you open to having me join and create this and be an editor for it?. One of the things Sam has said that I think is really useful is dont forget that a bad hire is worse for the person who is hired than for the company. And some of our articles, like our top performing articles of all time like what are optimal glucose levels? Mike Haney: The last thing well end on, and again, I think weve probably given an awful lot of useful advice in the show. Asus ROG Strix X570-F Gaming ATX Motherboard. Start Here: advice on how to use the machine like a pro2. Maker Shed, the official store of Make: Gift Guide. We really need to paint a totally new picture of the full landscape of metabolic health. First, to keep your readers coming back, you need to be continuously creating new and useful content. Ive published short stories on clinical experiences. We can tailor fit our services to fit your needs and budget. That's why we created "Build Your Own Content Machine." So that you'd have the exact processes, tools, and guidelines we use to grow sites from 0, to 100,000, to 1,000,000 monthly visitors, so you can do it yourself for a fraction of the price. One is that when we launch and actually people can come to the website and buy the product, I am going to be very excited to do that exercise that I mentioned in They Ask You Answer where its like you can predict how many blog posts people need to read and which blog posts people read and how they flow through the site that ultimately ends up with them becoming a customer. Step 6: Build, train, and validate ML models. That's why we created "Build Your Own Content Machine." So that you'd have the exact processes, tools, and guidelines we use to grow sites from 0, to 100,000, to 1,000,000 monthly visitors, so you can do it yourself for a fraction of the price. Its the strategy, processes, and systems that you use to give every content piece that you produce the maximum reach and leverage. So one just looking forward, what are you excited about as you look out? Image Credits: topsize20.com From there, you can now build the frame of the machine. But those would be some of the things I would really focus on starting with. Casey Means: So Im really excited about how our content will hopefully subtly nudge the food industry and the healthcare industry to do better, hold a mirror up to practices that are normal but that are detrimental to people. The first six months, I was just constantly talking to people who knew about content, about running this kind of operation. Because I can see one potential response to listening to this is thats great, but it sounds like a ton of work. 2020 leadspanda.com all rights reserved. Not yet anyway. And if you think about it becoming that what we talk about, I think you gave me this term, pillar content versus micro content or maybe we got that from Gary V.. Casey Means: And not because our blog is set up for conversions, but because I think its going to be really fascinating to see the behavior of people essentially walking through the content, and then what eventually makes people flip into I want to track my own metabolic health. Here the initial video piece of content is repurposed into a written piece of content. So that was completed in December, and then January 5th of 2020 was when we published our first blog post. There is no point at all in generating mediocre content. And also there was an issue with our load time on the pages increasing, which people helped us figure out. We could create this derivative content for our social media feeds. But like any machine, if a piece isn't working the way it should beor missing entirelythe whole machine will suffer. As long as you have a blog you can work on, you're good to go! So he and Casey when they sat down, he interviewed her and he got her take on how content started and where its going. Im curious if theres anything else that you, any other ideas that you brought into this effort that either quickly panned out? Build-a-Button Software. Social shares? The questions I asked during the day mostly centered . If you make good content that answers questions really well, that people are going to continue to have. And if were talking about fiber or were talking about the deep microbiome, and if were talking about meditation, we get into HRV and Heart Rate Variability and autonomic nervous system. Weve spent the last six months obsessing over creating the most efficient content production process possible, while retaining our high standards of content quality. Plans for a mechanical Turing machine > It's a design for a fully mechanical universal Turing machine. If you already have customer avatars for your products/services, you can repurpose these profiles to create your content avatars. They dont have enough resources and as a result, theyre not churning out the volume of content they want. But I think it does actually circle back to a point you made early on about content scaling. And in January, these articles cumulatively got 588 page views. And what they really emphasize is that content needs to be building trust and increasing awareness, and that normal marketing is really a thing of the past. So far, the idea of content and repurposed content was introduced. Dont do the initial Casey thing of its got to be perfect, its got to be the exact right thing, lets not post it until we have 15 blog posts that we can post all at one time. But after listening to all of Gary's material online, I knew how valuable it would be to put out more and build a content machine. But I think that could just be a very interesting exercise. Thats just big picture. And I think multi-channel content distribution really epitomizes that investing in really high quality pillar content and then using that to seed 20, 30 different other pieces of content through many, many different channels in a machine way that allows this investment and really high quality, interesting material to just basically be shot out like a firework into the ecosystem in whatever ways people consume their content. I feel like I could steer this into an hour long conversation about medical humanities because as somebody who focused on humanities but not the medical part, Im fascinated that that is a actual thing and a part of med school. And then after medical school and residency, I found out about this really cool journal called International Journal of Disease Reversal and Prevention, which is this awesome academic journal that documents essentially the science of nutrition and lifestyle to prevent, suspend, and reverse disease. The key is to produce enough of it to stay top of mind and bring any effect. Then you take the audio track from the pillar video and turn it into a podcast (2). Casey Means: I think that type of content is going to potentially have a direct impact on inspiring researchers and labs to dig deeper. I think it also speaks to why its useful to start this early on and to start bringing this expertise into your company, whether its through somebody on the team who may not have this as a background and is going through learning curve or bringing on somebody who has more of a background. Subscribe to the premier DIY magazine today. Step 4: Pick a tech stack for developing a machine learning mobile app. Its good for both parties, like you said, and its worth it. This course gives you an inside look at how we operate at Growth Machine. When working a full-time job, your time is tied up for 40 hours a week (and sometimes even more! Casey Means: And you are often leveraging the word youre using in the article, tap into the SEO, Search Engine Optimization algorithms with Google, trying to just get ranked highly and get people to your site. Nunnington and Walker demonstrated how relevant branded content is the key to increasing visibility and traffic for winning SEO performance, with machine learning in mind. I did a great e-course from Nick Sharma, huge shout out to Nick Sharma who talked about the differences between earned media and owned media and paid media. Share. And so it wasnt really clear. You can add keys to the Azure builder to customize the generated Packer template. And Im curious how early that happened. Why is it key to create content at scale? And I just hadnt always been passionate about that because what medical humanities does is it really gets clinicians to step back and to reflect and to think. Next, you can copy over your content plan from the spreadsheet simply by downloading it as a CSV, and then importing it to Asana using the import tool: Youll be able to set the due date you added in the spreadsheet as the cards due date, and the keyword will become the card title. Watch the full video by searching: "10,000,000 views in 3 months So youve got to sell that, youve got to cross that bridge to get people to care. I think it was Instagram content, interviews, testimonials, long-form thought leadership posts, learn module and app education, publishing research, guest posts on other respectable outlets, being on podcasts. Were going to have to figure it out, were going to have to hire people. Because what we really wanted was for someone to synthesize and curate and be a tastemaker within metabolic health. So I have really loved writing throughout my whole life, and its definitely been one of the creative outlets that Im most passionate about. You may not be a content expert, but its just absolutely something you can learn. Today almost everyone at least in Western countries has access to the internet and collectively the hours that we spend online is increasing daily. NZXT H710i. I mean, you talked about this sort of focusing on education and answering the questions. Your software engineering skills. Testing. Shes a formerly trained doctor, she went through medical school. Mike Haney: Yeah, I think it will, I think thatll be great. And it was almost magical like youre putting something out into the world and youre getting all this return of people just caring and seeing without even trying or doing paid advertising for it. The most direct way to make sure that your research has impact is to communicate it through social media, because this is the cheapest way to attract attention. Maybe, but youll almost certainly have to take that time from another project. Again, it speaks to I think the theme of this episode, which is you dont have to have come from an editorial or a content background to bring real value to this. Casey Means: Absolutely. And so Ive been editing that section now for a couple of years, and its been incredibly fulfilling to work with physicians and researchers and edit their stuff and go back and forth with them to really refine their pieces. You can opt to purchase a CNC kit which is more convenient or buy each part separately. That was something also that we focused on just as important as a metric as just page views. For also just getting traffic to our early site, for also just building the movement around metabolic health that we were doing at Levels. BUt Ill just indulge myself in maybe one or two quick questions about this before we get back to the Levels experience, and maybe it will be relevant. One of my first calls was Sonal Chokshi, the editor-in-chief from Andreessen Horowitz who is genuinely one of the smartest and most charismatic people Ive ever met in my whole life. But to do it at a time when the stakes are still relatively low, you have room to learn, you have room to experiment. Im just also very excited to just continue working with you and continue hopefully just inspiring people about metabolic health. ANd we asked for help, which I think we do really well. We would love them to do that, but it doesnt have to get that far down the road for us to have won. The key to successful content marketing is developing a great strategy that serves the broader business objectives and then creating truly high-quality, interesting content that aligns with that strategy. Step 5. The beauty of repurposing is that you only have to create a limited amount of initial content that will allow you to create content at scale. Robert is an author, artist, graphic designer, and photographer. This process builds relationship and with them and overtime they are also likely to tell their friends and colleagues about you, which will grow your audience. More is always better, but it is also important to not feel overwhelmed and to keep a good minimal level of quality so that a piece of content is not counterproductive to nurture your audience and build brand. And that was basically taking I loved this. Its what were giving and bringing into the world. Competitors: What other blogs are your readers reading? ). So we had about 40 articles in the pipeline. For example, once you posted it, you can merge it with other short videos to make a review video about all major findings at your institute in the last year, or you could be inspired by that one video and have a copy writer also produce a blog post about the topic covered in the video. This is the question that this blog post will answer. Casey Means: We early on were offering to do guest posts for a lot of other outlets to get more visibility about Levels. You have your team tweet and post on LinkedIN about the YouTube video, the podcast episode and the two blog posts twice each promoting it from different angles (47). Strategically planning your content machine with these parts in mind will enable you to experience true success with UGC. And so starting with that science of what is just the relationship scientifically between blood glucose and all these other things, that was the seed to start our content operation because I realized, hey, lets dig deeper into this and understand this landscape more. Mike Haney: I think that point about the multi-channel content distribution, which well probably talk more about in part two of where we take content from here from when you passed the reigns of the day-to-day and the strategy over to me. Are there any key lessons or things to think about that you give them? Mike Haney: So moving ahead, you have these learnings, youre getting going, the traffic is building. He really I think pushed. So I think it might be interesting, we can maybe post the job description with this podcast. Casey Means: So the opportunity to teach people about blood sugar dysregulation as a link to all these different things and pain points, clinical pain points or just more subjective pain points in life. And thats how you cross that chasm. Theres a certain point at which you become knowledgeable enough about swimming pools that you go, Yeah, I think Im ready to go ahead and make the purchase. And that content even thats made with an editorial and educational point of view can still have a marketing role, its just that youre not limited only to that and thats not the only win. I got accounts for Google search console and Google analytics and had people who knew how to use those programs walk me through them. And I know with a lot of our positions we hire, we do a technical challenge of some kind to assess peoples ability. I would record the Zoom calls and take notes and synthesize the thoughts and then figure out what I needed to dive deeper into. Thats critical, its table stakes. Casey Means: And me, the doctor perfectionist who felt every word needed to be perfect. Mike Haney: And then the last thing Ill just mention is to really underline in this content world the value of the edit test to somebody whos taken a lot and written a lot and done it well and done it poorly, its a really, really useful tool. Casey Means: You do need the time to integrate that though, and writing is just such an incredible catalyst for that or visual arts or whatever it is. LET'S BEGIN We start from a design that converts a rotational movement into a linear one. Pay for the full course over 6 months while you implement the strategies. I think the people who are really interested in medical humanities are big proponents of making that really deeply embedded in medical training.

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