What is content vs content?

What is content vs content?

What is content vs content?

 you're listening to the online marketing  made easy podcast episode number 164  welcome to the online marketing made  easy podcast business advice so easy  you'll feel like you're cheating and now  your host Amy Porterfield  well hey there welcome back to another  episode of the online marketing made  easy podcast  I'm your host Amy Porterfield and today  I am answering the question that I get  asked almost daily on social media and  that question is how do I decide what  content to give away for free versus  what content to include in my paid  programs or asked a slightly different  way this is from one of my students deb  in my courses that convert program Shero  Amy I have a blog that I use to attract  customers and get people interested in  my online training program how do I  share information on a blog or in a  podcast without giving my class content  away for free so well put right this is  a question that comes up a lot and it  could be tough to know what content is  best to give away versus what content  you should keep inside of a paid program  and if we are really taking a close look  with so much online content available  for free these days how the heck do you  even have

 enough content left over to  actually include in a paid program I  mean have you ever thought that like oh  my gosh I cannot create any more content  and I'm pretty much giving it all away  for free so what am I even gonna have  left for my program so today my friend  I've got answers when I say free content  just so we're on the same page I mean  the content you use in your blog or in  your fr

ee videos or on your podcast or  with your opt-ins like your freebies  your lead magnets your content upgrades  I'm talking about all of that free  content anything your customers can  access without spending a dime and for  paid programs I'm talking about anything  you've put into your online courses  where your students have actually paid  to get access so now that we're on the  same page let's

get to it there are  three core differences between free  content and paid content and I want to  break it down for you  core difference number one the free  content is all about the what and the  why and the paid content you're creating  should be about the how so with your  free content when we're talking about  the what and the why one of the  questions I want you to ask yourself is  this what

does your ideal audience need  to know be aware of understand or  believe before they are ever ready to  buy your paid programs and that believe  is an interesting word because it's  either what do they need to believe in  themselves believe in the industry  you're in believe in the topic that you  like to discuss what do they need to  believe in before they will ever buy any  of your paid program

s or services now I  have an online friend I've never met her  in life but her name is Diane Sanfilippo  and she has a great Instagram channel  I'll link to it in my show notes but  what she does is she really pays  attention to what her audience is asking  and so she's a blogger she's an author  and in my opinion she talks a lot about  different ways to eat clean and eat  right for your body and

so what I  noticed recently is she was talking  about a low-carb diet and that's not  just what she's about but she did a  two-part series on this and one thing  she said is I've been getting a lot of  questions about keto or low-carb diet  and I want to address some of those  questions in a two-part video series  that she created on her youtube channel  and I thought this was so smart because  I

don't think she has an online training  program just about keto however she does  have an online training program around  eating clean and living clean and so  every piece of content that she has is  somewhat aligned to some of her online  training programs in some of her  cookbooks and all this stuff she's got  brewing so that leads me to this next  section when we're talking about the  what in t

he why of the free content I  want you to ask yourself what are the  big questions that keep popping up from  my audience because typically the  questions they keep asking that's golden  for your free content that's exact  what Diane does and why I'm always drawn  to her channel because I think she uses  free content really well also ask  yourself what's working right now in  your niche or in your

market and what's  getting big results and find out if  that's what your audience wants to hear  more about so you're paying attention to  what's working in your niche as well and  also what does your ideal customer  believe about themselves or their  situation that needs to change like if  they're believing this is too hard this  is not doable they're not a good fit for  this or for that they're

not ready  whatever that might mean to your  audience you need to address it with  your free content so with most people  free content falls into categories for  most people's businesses I mean and that  is one around mindset too around  strategies tactics tips tricks whatever  it might be no matter what industry  you're in  usually there are the tactical  principles that you can write about and

do podcast about and videos and then  there's the mindset around it and if you  want an easy way into the mindset  typically you have to explore what do  they believe about themselves or about  their situation that needs to change  there's a whole lot of free content  right there so again it's the what and  the why what is it and why does it  matter those are questions you want to  ask with the f

ree content now with the  paid you're giving the how to execute in  the form of a sequence or a road map  this is the step by step this is the  in-depth content so here's an example in  my list builders lab program I show you  how to set up your list building  foundation in your business I walk you  through step by step how to set up the  technology how to set up your content  creation plan the wh

ole shebang now in a  lot of my free content around list  building I talk about what goes into a  list building foundation and why it  matters the what and the why I create  free content about what it takes to have  a list building mindset and I give a  bunch of examples for lead magnets now  why do I give a bunch of examples I tend  to show examples in my free content  because when you see it in

action you  realize it is doable so that's a  strategy I use a lot examples and  stories to make it real because part of  my free content when I'm answering the  question what does my ideal audience  need to know well in my case with list  building they need to know that it is  doable and they need to know how it  looks a lot of times before we dive into  buying anything we want to feel it we  wan

t to touch it we want to know how it  works well with an online business it's  still the same metaphorically so a lot  of my students need to kind of  understand what it looks like before  they say ok me here's my money I want  that now show me the roadmap to get  there so examples of whatever it is that  you're teaching in your free content  when I say examples I like to show  images or videos I

like to show what  other people are doing those examples  make it real make it more believable  make them realize this is doable so  that's what my free content looks like  so for my example with list builders lab  I have all the how-to in the program but  my free content is the what and the why  with a whole bunch of examples now core  difference number two is that the free  content usually are i

ndividual tips and  insights versus the paid content is a  system or a road map so I alluded to  this already but I want to get into it  specifically the best metaphor I can  think of is a big full tree the branches  represent your core free content so for  me one branch could be a podcast on  great webinar titles another branch  could be ways to come up with content  ideas for your webinar so the

branches  could be scattered all about all around  the tree great on their own but they  don't really make up a road map to  something truly cohesive there are just  a lot of great ideas insights individual  tips which is common when you go to  somebody's blog or their podcast or  their video show all the free content  however with my pay  content you are getting the entire tree  each branch line

d up in a cohesive  system instead of just learning about  webinar titles or how to create content  for your webinar you're getting a  complete system to build and sell on  webinars with my program webinars that  convert and here's an important tip you  are learning where in the road map  things fit that was kind of like a big  aha moment for me when I learned the  difference between free content

and paid  content the free content what it does  not offer is where everything fits the  syntax and really without the syntax  it's difficult to get to the how it all  comes together so your paid programs and  services are the roadmap the syntax  where everything fits together and also  in a paid program knowing when to focus  on what is priceless to your students  knowing when to do this and then

when to  do that and when to do this because if  they show up inside your paid program  and they've already experienced a lot of  the individual branches on that tree  they have a good sense of what it takes  to put together the system that you're  teaching them but they have no idea what  the road map looks like and more  specifically when to do this and when to  do that and you know like a simp

le  metaphor baking a cake if you put the  pan in the oven before you whip up all  the ingredients well you're not gonna  have a cake right that's a really simple  way to explain that people are paying  for you to show them when to do what and  how to do it so that's a big indicator  of the paid content so here's a little  secret you could piece together all of  my podcast episodes and probably fi

gure  out how to build an online course so I  talked about pricing and content  creation and some of the platforms you  should use I mean it wouldn't be easy  there's a lot of free content between my  content and then maybe a few other  pieces of content from other experts you  could probably figure out how to put  together an online course however it  would be incredibly tough because  everything

would be scattered everywhere  so with your paid courses your students  are not only getting the best content  but it's curated thoughtfully in a  complete system that is worth paying for  alright moving on to core difference  number three free content is valuable  paid content is not only valuable but  specific and more detailed so with your  free content you're going level one with  your pave c

ontent you're going deeper  and getting more detailed and specific  it's either more advanced or it paints a  more complete picture with specifics and  examples and details to round out the  topic that you're teaching an example of  this is my podcast on creating a WoW  experience so it's episode number 125 if  you want to check it out I talked about  the value of sending a welcome email  when gre

eting new students now in the  podcast I give you a few tips and tricks  to keep in mind when you write that  welcome email in my paid course you'll  see me walk through how to do an entire  welcome email sequence in great detail I  give you examples I will drill down on  some of the advanced strategies around  it so on the podcast I give you just  enough to understand it and then you can  go off

on your own and kind of piece  some things together and make it work  resourceful people will do that for sure  I've done it before and I know you could  do it as well however if you want to go  behind the scenes with your teacher if  you want to see exactly what they're  doing and you want to go deeper with  them then you pay for the paid course so  I think you probably would agree that a  lot of

my free content is incredibly  valuable I hear it all the time I hear  students say wow that episode you did on  the  pre-launch formula was so great and I'm  literally applying it step-by-step right  now and I went into detail with that  free content I give a checklist to show  people exactly how to do it but why  would I give away such detailed free  content in a podcast episode  well that epis

ode is directly linked to  so much of what I teach in my programs  if you do a pre-launch formula you'll  likely want to launch I've got a webinar  course to help you launch if you're  doing a pre-launch formula you'll likely  want to have an online program to sell  eventually so I've got a program for  that as well so that alignment goes a  long way so the reason I tell you this  is because you m

ight look at some of my  stuff and say Amy some of your free  stuff is really specific and detailed  and you just said core difference number  three is that the free stuff is valuable  but the paid stuff is specific and  detailed well the great thing about your  free content and your paid content is  one you get to decide how deep you want  to go and typically you won't go so deep  with your free

content if it is already  included in a course now if that content  is not included in a course if you don't  go over that in a lot of detail in your  course then use it as free content to  knock the socks off your audience so I'm  very aware of what my online courses are  about what's included where I go into  specifics and details and so when I  think of a free piece of content that is  not part

of my courses but I could wow  my audience with it and it's nicely  aligned with my courses well that's when  I'm creating what I call epic blog posts  or epic podcast episodes where they  really stand on their own people go back  to them again and again and they like to  share them so once in a while you'll  find that little gold nugget out there  that you want to go deeper and more  specific wi

th your free content because  you know it's perfectly aligned with  what you're selling or what you  eventually want to sell so  I am here to tell you that it's not  always black or white I am here to give  you some guidelines around it to get  your head wrapped around what you could  do for free versus what you want to do  for your paid stuff but it doesn't  always have to be black and white and

with that I've created three principles  that I think will help you as we wrap it  up but before we go to the three  principles a quick review of these core  differences number one the free content  is the what in the Y and the paid  content is the how number two the free  content is more individual tips and  insights where the paid content is the  road map the syntax the system and  number three

the free content is always  valuable but the paid content typically  is more specific and detailed and goes  deeper alright let's get to those three  principles to wrap it up now just in  case you need a little more reassurance  that you are on the right track with  your free content I want to share with  you three content principles that I  think will be incredibly valuable for  you but before w

e get there I want to  tell you what today's freebie is all  about I created ten free content  triggers for you because I know my  students struggle the most with figuring  out what to blog about every week or  what to do on their podcast every week  or what to do videos on all that free  content are what should my freebie be  about I get those questions all the time  so I actually repurposed some

old  content that I used probably a year ago  on the podcast and I made it better so  you if you get all of my freebies you  might already have some kind of outline  of what I'm giving you but I've made it  better and I've come up with some new  triggers for free content so still get  this if you think you already have it  because it's even better and made it  better based on my understanding of

where so many of my students are  struggling with free content so how you  get it Amy Porterfield calm /one 6-4  download so Amy Porterfield calm /one  6-4 download or you can just  text the phrase one six for download to  the number three three four four four so  it's ten free content triggers if you  ever feel stuck with the free content  you're going to love this freebie you've  got to get you

r hands on it okay so to  wrap up here are my three content  principles that I really want you to  keep in mind number one this is a good  one so hear me out come a little closer  stop multitasking if you're doing a  bunch of stuff you're gonna like this  one it's important you're free content  and your paid content can overlap in my  podcast all offer up topics that I cover  in my courses I mean

I could think of  three or four episodes just recently  where what I've taught you in my free  podcast can be found inside of my paid  programs however what did I teach you  earlier inside my paid programs  I'll get more specific more detailed  I'll go deeper but there's always some  overlap and not only am I saying that's  okay I'm encouraging you to do that I  think it creates a really nice alig

nment  and I have been creating courses since  2010 and here's something I've never  heard and I've had tons thousands and  thousands and thousands of students and  here's something I've never heard Amy  you teach us XYZ in the program but you  also teach that for free on your podcast  like I never hear that and the reason  being is that people like to hear things  more than once and they like to

review  it especially when you're offering it at  a deeper level inside your paid course  and a light bulb goes off when they  realize where it fits in the sequence  when they're inside of your paid course  so I love to hear things more than once  because the first time it doesn't  usually sink in but now not only am i  hearing something more than once if I  heard it for free and inside of a paid

course but now you've put it into the  sequence and I know where it is how to  do it and when to do it  so that overlap is okay you don't want  to do tons and tons of it maybe two or  three core principles from your paid  course can find its way into your blog  in videos and podcasts and all that good  stuff then you save the rest for your  paid program but overlapping is actually  a good thing

core content principle number two don't  be afraid to give your best stuff away  for free I know I know you've heard this  one a million times but sometimes it  just doesn't sink in sometimes you still  feel a little uneasy about giving your  best stuff away for free but here's how  I can get you on board with this right  away  think of your favorite entrepreneurs or  your favorite trainers educat

ors people  you learn from think about their content  their free content does it typically  knock your socks off if it does that's  likely why you've started to follow them  and why you're so loyal to them they do  not hold back marie forleo is a great  example of this her Murray TV video  shows every single week are  exceptionable they're really great  information she never holds anything  back a

nd still she can do a  multi-million dollar launched with  b-school the reason being is because  b-school goes deeper it's more specific  there's a roadmap there so just know  don't hold back and here's a little  secret that I use when I'm creating free  content and especially when I'm thinking  specifically like okay this free content  aligns really well with my paid program  and maybe I'll use t

his free content at  the beginning of a funnel so it's like  an epic blog or an epic podcast it's  something that I really want it to stand  on its own I want a lot of people to  share it like it's really good when I'm  creating that piece of content whether  it be a podcast episode or a freebie  inside of a podcast episode whatever it  might be if I feel a little  uncomfortable that it is so good

that I  probably shouldn't give it away for free  that's when I know I've done it I've  really nailed it that little feeling of  ooh this is so good I don't want to give  it away for free but I really should  then I know I  got it if you don't feel that little  tinge of boo this is so good then I want  you to keep at it not with every piece  of free content  I just mean those really good ones tha

t  you know you're gonna do a lot with and  number three your free content should  lead to your paid content I've said this  a lot throughout this podcast episode  alignment alignment alignment this is  something that I've probably learned  more so in the last two years because  I've seen it actually work for me than  any other principle that I've taught  lately and that is that when I sit down  t

o create a piece of free content a  podcast episode a lead magnet some kind  of freebie of any kind  I ask myself where does this fit into my  overall messaging of the stuff that I  teach and if it's way off the wall I  likely will not do it so let me give you  an example I likely will never make a  video or do a podcast episode about my  favorite masks some of you men are like  what are you talki

ng about mask I mean  like a beauty mask you know something to  exfoliate my skin or you know the clay  masks the mass that women put on their  face men do it too but more likely women  so I likely will never do a video about  that and the reason for that is it has  nothing to do with my business of what  I'm selling what I'm building where I  want to go now what I might do is have a  little fun i

n an Instagram story and  when I'm taking people behind the scenes  I might share my morning ritual or  something like that that's where I can  get more personal have a little bit more  fun I've never done it but I'd be open  to it but when we're talking about blog  posts podcast episodes freebies I'm  gonna stick to what is aligned with my  brand in my messaging and I really do  believe and I kno

w not everyone's going  to agree with me here but I really do  believe that so many entrepreneurs take  a little bit too many liberties on what  they talk about in their core content  that things get a little bit confusing  so I'm really advocating  for staying in your lane with your core  content knowing how things are aligned  and then have so much fun with social  media video Facebook stories I

nstagram  stories snapchat whatever take people  behind the scenes I highly recommend it  I need to do more of that but there is  kind of like a time and a place for  stuff like that and I do believe that  that has made a huge difference for me  now the last thing I'll say and we'll  wrap this up is that not every piece of  content I create is aligned with one of  my three programs so and if I add

more  programs I think that would still be  true so sometimes I'll interview  somebody around a topic that is not my  specialty but I believe it would be  incredibly valuable for my audience or I  tried something that I'm never gonna  teach inside a program but it was so  cool and valuable that I want to share  it with you guys I'm all for that but in  general when you come to me you're  likely g

oing to learn about list  building course creation webinars  funnels Facebook Ads I stay with that  stuff that one I know really well but  two that's what makes up my messaging in  my brand so I just wanted to share that  with you because I do think that's a  distinction that has helped me get to  the success I have today so you might  want to just try it on for size you  might be saying Amy you'r

e full of it  that's not true  by all means you do you you do what  works best for you  I just like to share with you what I  know works in my business and those of  many of my students ok so I got on a  little bit of a soapbox I try not to do  that too much with you guys but there  you have it so let's go ahead and wrap  it up the freebie for today is a  repurposed piece of content that I made  b

etter so it's worth checking out ten  free content triggers so if you ever  feel stuck on what to create what to  talk about for free what to create lead  magnets like cheat sheets and checklists  and blueprints around if you ever feel  stuck I've got a really great one-page  resource for you so all you need to do  is go to Amy Porterfield comm forward  slash 164 download or you can text the  phra

se 164 download to the number three  three four four four and you can grab it  right away  I really really love what I came up with  with these 10 I made them so much better  than I've ever done before I think  you've got to get your hands on these  alright  I can't wait to connect with you again  next week if you want to check out the  show notes for this episode it's just  Amy Porterfield comm forward slash 164  have a wonderful week and 

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