If you’re a fan of jigsaw puzzles then you’ll know that feeling you get when you’ve got the major parts of the puzzle together and you’re filling in all the bits in between. It’s the fun part because that’s where you get momentum and start to see what the finished product is going to look like.

That’s where we’re up to with our content planning process. In the previous episode/blog post, I ran through the first part of the process for creating a content plan. In this episode we pull it all together and wrap up the preparation phase.

In this episode:

Preparing Your Content, Producing Your Content, Publishing Your Content and then Promoting Your Content and Repeat

What are your preferred content modes

How to pull your plan together

What templates you can use to help plan your content

Why you need content/client avatars and how to create them

Remember to batch your work

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

In the last episode, I gave you a rough outline of the four/five stages of authority marketing, so it is, preparation, producing, publishing, promoting and in the fifth stage is repeat. You go back to preparation, producing, publishing and promoting.

We talked about the early stages of preparation, if you haven't listened to that episode, I would encourage you to go back. It's not critical that you hear that before you hear this one, but some of the stuff I'm going to cover may make more sense if you listen to that episode first.

Episode highlights:

How to create a content plan

What tools you can use to help implement your plan

Setting your themes - what you need to know

How to process your themes (or Choose your mode)

What the different types of format are

How to choose your platforms

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

Welcome aboard the Authority Elevator once again. Are you ready to take things to the next level?. We're taking things to the next level in kind of a literal sense today in that so far on the podcast we've talked about the what and the why of authority mapping. What is authority marketing? Why would you do it? Now we're getting into the boots on the ground, the how you actually do authority marketing. It's going to take us several episodes to work through this because we break it down into phases. So we have four phases in our process.

Where we're going to focus today is how to reach the right people with the authority marketing efforts. Now what do we mean by that? Well, it's pretty straight forward. If you're in business, the people that you really want to be targeting are your clients, your potential clients. Those are the right people.

Episode Highlights:

The four phases of authority marketing

Preparation

Production

Publishing

Promotion

Why phase 4 (promotion) is key to your authority marketing and what you’re doing wrong

How to create your client avatar and the importance of this for your authority marketing

Is specificity and niche important in your business?

What does a general practitioner have to do with authority marketing?

How you can increase your value with your authority marketing efforts

Why your current/future/potential clients questions will assist in your authority marketing efforts

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

Cathy Love is an Occupational Therapist, ICF trained coach,  author and speaker. Her clinical experience spans three decades and involves thousands of children, families and support teams from all over the world. Cathy has presented workshops and papers at local, state, national and international events, participated in two Federal  Expert Reference Groups.Cathy works with allied health professionals who are keen to develop powerful and profitable businesses that create a positive impact on their owners, teams and clients.

Episode Highlights:

The story behind Cathy’s business name NACRE

Cathy explains her desire to work with children with special needs and teach them how to be independent

Cathy explains her journey from allied health professional to being a business owner and the challenges that came with that

After selling her business Cathy received an influx of requests to help other allied health professionals. She then realised that this was her next adventure

Cathy realised that content marketing was exactly what her clients needed to help improve their businesses

Cathy explains her fears in the early days of content marketing and what judgement she would face

What Cathy did that changed her writing and audience

Why e-magazines didn’t work and what Cathy’s team did to improve their metrics

How do you find time and make content marketing a priority?

How Cathy tracks and measures her authority marketing results

What Cathy does to entice future clients through her content mix

What lead magnets Cathy uses throughout social media and her newsletter

How writing a book has opened some new opportunities like speaking gigs

Where would the business be if you hadn’t embraced content marketing?

Cathy’s wise words to people who are reluctant to embrace content marketing: The importance of repurposing your content and scheduling tools

http://expertsonair.fm/cathy-love-authority-marketing-journey/  

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

Do I really need a blog? No. Next question? But what if I want to be seen as a leader in my field or increase my earning power?

Well if that’s the case, the answer is probably yes. It’s no coincidence that ‘authority’ and ‘author’ both have the same origins. And while authority has a dual meaning, both versions of the word imply a sense of power.

But this doesn’t mean that you need to lord over others or dominate them in some way to be a leader in your field. I really like this interpretation from Etymonline - "power derived from good reputation; power to convince people, capacity for inspiring trust.” (my emphasis).

Those are useful skills to have both in life and business don’t you think?

In this episode: 

Blog is Versatile - While you can use other media to establish yourself as an authority - they can all be housed on your blog easily.

A Blog has Permanence. A blog can even ‘live” past you.

A Blog establishes your ‘Real Estate’ online: Blogging on someone else’s site, or on social media, then you’re at the mercy of whether their site changes the rules or worse, gets taken down. Having a blog is like buying your own internet ‘real estate’ and keeps you in control.

A blog is Easy to Use. You don’t need to be intimidated by technology. Having a blog can be simple, and a Wordpress site is even easier to use than MS Word.

A blog allows you to provide a larger quantity of your expertise to the marketplace. In the world of authority marketing quantity beats quality. You want both, but quantity keeps you top-of-mind.

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

Lead magnets are a great way to entice prospects to learn about you and, hopefully, to do business with you.  Lead magnets come in many forms, both written, video and audio, and the main objective of a lead magnet is to help your prospects get to know you, like you and trust you.  Lead magnets are a way to “warm up” or “pre-heat” your prospects through automation.  It’s akin to outsourcing part of your selling process by using a thing - a book, a report, a video or audio, etc.

EPISODE HIGHLIGHTS:

-What is a lead magnet

-What is the main objective a lead magnet?

Warm up your prospect - be the automated part of the sales process

Help your prospect to know you, like you and trust you

-What makes a good lead magnet

Speaks one-on-one directly to them

Educates the prospect

Provides solid value to the prospect about solving their problem

-How does a lead market fit into your sales process?

-How you can be a living, breathing lead magnet? Because you are your own unique selling proposition

-The Three Stages of Giving

Giving Value Freely

Giving Frequently

Giving Reasons

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

If you’re good at what you do, you shouldn't need to do marketing, right? Wrong. If you're a consultant, speaker, author, thought leader – or anyone who makes a living being paid for your expertise – then you should be engaged in what’s know as ‘authority marketing’. But what exactly is authority marketing? And why should you be doing it?

In this post and on this podcast episode, we explore the What, Who and Why of Authority Marketing. You’ll discover how it really is the most simple, inexpensive and effective tool you should be looking at right now to grow your authority based business.

Episode Highlights:

No matter how good you are at what you do, you can’t  assume it makes you memorable

What is authority marketing?

Micro Celebrity - A micro celebrity can walk down the street and nobody knows him. But if he goes to a conference where his peers are, a good portion of them will recognise him. Being known in your industry is one of the goals of authority marketing.

If you can elevate your position to a micro celebrity status, it will put you in demand.

Who needs authority marketing?

4 reasons why you should use authority marketing

How authority marketing supports not interrupts

How authority marketing builds the attractor factor

Useful Links

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

If you are selling expertise in one form or another then content marketing is an essential part of your marketing mix these days. To stand out in your field you need to have an online presence where you share your expertise and demonstrate your talents. We refer to it as 'authority marketing' as it's specifically done to raise your profile as an authority in your market.

Today we cover 3 guiding principles that are good to keep front of mind with your authority marketing efforts

Principle #1 - Be Useful

A lot of content online craves attention but doesn’t deliver much value.

The function of your content marketing is to highlight your expertise and show how useful you are to your ideal client.

Produce content that solves your ideal customers’ problems or makes them better off for reading it.

Principle # 2 - Be Generous

Don’t hold back on sharing your expertise.

Your knowledge may be transferable but your experience is not.

Principle #3 - Engage With Others

The best results are to be had by starting and engaging in conversations rather than self-promoting all the time. 

Curate other people’s content and add your commentary to get the discussion  

Give people an opportunity to get to know you rather than just hear from you.

Social media is called social media for a reason. It’s not a soapbox, it’s a place to engage and build relationships.

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.

There are plenty of people in business who aren’t engaged in authority marketing. You might be one of them. That’s what makes authority marketing work so well – the fact that not everyone’s doing it and those that do are getting the attention. So, what is it that prevents people from using authority marketing when all evidence suggests that it’s the best way to grow your reputation and value in the marketplace? We’ve uncovered the top 5 reasons most people use and if they resonate with you, learn how easy it is to overcome them.

Episode highlights:

We don’t like to blow our own trumpet

The truth is, authority marketing shouldn’t be all about you. The way to do it without it sounding like a brag is to frame your knowledge within the context of helping your customer.

Instead of having to sit down and write laborious posts, there are a number of ways you can speed up the process.

Though you may not have anything earth-shatteringly new to say, the thing is, you’re saying it now and differently to a new audience. And that’s what makes it unique.

You really don’t have to reinvent the wheel. Just make sure you put your own spin on the topic and launch it onto the radar of those who need to hear it - regularly.

The key is to approach it as a long-term investment.

Help Me Leverage Useful Links: 

Brett Jarman on LinkedIn - https://www.linkedin.com/in/brettjarman/

Help Me Leverage Website  - https://helpmeleverage.com/

Brett Jarman on Instagram - https://www.instagram.com/brettjarman/

Brett Jarman on Facebook - https://www.facebook.com/BrettJarmanDotCom/ 

Brett Jarman on Twitter - https://twitter.com/Brett_Jarman 

Brett Jarman Youtube - https://www.youtube.com/channel/UC3lnriUQ1A9a3RaDbwnRCEg 

Experts On Air Website - https://expertsonair.fm/ 

See omnystudio.com/listener for privacy information.