My deepest darkest secret is that I run a social media marketing company and don’t kill me but I really don’t like creating content. I love working with clients, I love the strategy, I love the conversations, I love shifting people’s perspective, but I don’t really enjoy the content creation process.
People will tell you to enjoy the journey, I don’t like the journey. I’m there for the end result. However, content hater that I am, I still manage to pump out content every week, create consistent leads and sales for our business, and you know what > It doesn’t even take me that long.
So as someone who puts out content every single day and creates multiple millions in sales, it was necessary for me to create a process for myself that was as painless as possible. That’s what this is.
The Content Plan for Lazy Founders
The content plan for people who want to make a ton of money but really don’t enjoy creating content. Or maybe you do enjoy creating content but still want to make a ton of money. This will work for you too.
My goal was to determine how I could create the most revenue with as little work as possible. I figured I could cough up at least an hour a week to spend on content creation. Now if you are not going to run any ads like me and you are only going to spend four hours a month, your process better be pretty streamlined.
So here’s what I’ve done:
- I determined what parts of the content production process actually required my face or my voice
- I tried to make those parts as past and pain-free as possible
How do we do it?
It starts with our market research + content planning process. To be successful over the long term you need not only a long term marketing strategy but also one that will work to drive traffic and sales in the short term.
To create long term marketing, you have to plan long term. That means dialing in what your launches and promotions will be as well as how your short term content is going to work and flow in conjunction to your longer term content.
Once we’ve determined what goes where, which months are what, this is where we take the market research and create a structure that is inclusive of the symptoms, desires, solutions, objections, and any additional talking points that need to be covered in each month.
It’s going to look something like this:
January: Buyer Psychology
- The four buyer types
- The conversion equation
- Content Lenses
- Sales Psych Tactics
- Subliminal Messaging
- Hook Rates
February: Cross Platform Traffic
- Outreach Content
- Nurturing Content
- Conversion Content
- The Yes Ladder
- Buyer Journey
- Mere Exposure Effect
March: Passive Income + Passive Marketing
- Pinterest Marketing
- Searchable Content
- SEO
- Memberships
- Passive Offers
- Evergreen Content
And so on for the rest of the year.
You’ll notice that under each month there are 6 subtopics. This is intentional. If you create each subtopic through the three content lenses (problem aware, agitation, and solution) it works out to one video per business day for a month.
Remember when I said I wanted to do the bare minimum?
Great so now we have a content plan with sales psych infused that hits home to our audience’s symptoms and needs.
On to the production side.
Content Systems
As I say incessantly, we use Click Up for our production process. The entire plan I listed above (with a bit more detail) is added into our template inside the marketing space in our click up.
The content is then given dates. We script on a weekly basis, but the structure of the plan is created 12 months in advance.
For filming we have the following setup:
- OBS recording software
- Sony Camera with Cam Link Connection to my laptop
- Auto recording set to google drive
Literally, I press one button to film, then hit copy link when I’m done & paste it into the click up task. Once the status is set to “recorded” it’s automatically assigned to our editors with due dates and any subtasks allotted to the necessary team members.
If you don’t have a team, you’ll have a little more to do. It’ll take you a whole 30 seconds to post the video (you don’t even have to edit bc you can use AI to cut any pauses or filler words).
Do less make more seems to be trite and too good to be true but really with a good strategy and a streamlined system, it’s not all that much work.