Sticky Date Content Pulls Cash

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Being a business owner with an online presence has a vast range of problems to contend with each day…

On an average week, we’re faced with;

• Trolls and troglodytes throwing cheap shots from the peanut gallery
  

• Unexpected account closures (I’ve had seasoned accounts closed without warning or error on my part - Sadly, I’m not alone)
  

• Intellectual property theft
  

• Losing clients to competitors
  

• Competing for new business
  

• Maintaining relevance
  

• The list goes on…
  

Would I change it?

Nope.

I love the business and lifestyle and would not change it.

One of the other problems I alluded to above is that maintaining relevance is paramount to your brand sustainability.

The question is, how do we do this when the likes of Instagram, Facebook and X don’t allow for ‘sticky’ content?

For those who aren’t super familiar with my journey, I’ve sold a couple of mil online and the bulk of that has come from my Facebook Group. No easy feat given it’s less than 5300 people.

The problem with these platforms is the content does not stay relevant for very long.

In fact, IG can have a shelf life of less than a day in many cases.

So how do we combat that?

I’m a big proponent for staying focused on one platform, gaining traction - I.e sales and visibility before moving on.

Yet, this causes a conundrum of sorts.

This is known as concentration risk.

It applies to investments where you have a large capital allocation in a singular asset class or a range of investments in the same industry and asset class.

The same rings true for online business.

I don’t own my Facebook account.

I don’t own my X account.

I would hope given my tenure on the platforms I would get some form of support should anything ever happen, but we all know that never happens the way we plan.

What’s the solution?

Well, in my case, I write for ONE platform and when I started to diversify, I simply syndicated that content across more than one platform and so on.

I don’t advise this approach until you are getting daily sales and are full time online.

The mistake many make is seeing what people like myself are doing and approach with a ‘monkey see, monkey do’ mentality.

They forget that I cut my teeth, gums, mouth and pretty much every part of me on ONE platform first.

Now, before I dive into the ‘sticky’ content piece…

If you are on one platform and looking to expand, the very first thing you SHOULD do is build an email or SMS list or both.

That is the only traffic you truly own.

Don’t overthink the provider.

Just choose one.

Create a simple landing page based off a template from the provider and a thank you page.

Use the traditional style of a lead magnet - or use being on the email list itself as the incentive to sign up.

Do it early and write to your list often.

I did some math and one of my lists has around 1600 subs and makes around $5 per subscriber per month.

There’s an old industry adage that a subscriber should be worth one dollar per month to your business.

How to monetise may be a topic for another time, but the point is the earlier you can create one, the better.

Right, what the heck do I mean by sticky content then?

Sticky content is…

Content that sticks around long after you’ve created it.

It sticks around because it’s relevant long after the algorithm decides to rank it - or in many cases, not rank it.

So what platforms or content types are good for that?

I love Youtube for this.

Whilst I don’t love recording, my tiny channel has easily done over $200k that I can directly trace.

I have videos I produced in early 2020 and as far back as 2019 that still get views, clicks to my links and subscribers.

As you can see, it’s nothing fancy.

In fact, sans a couple of videos I hired editors for, the rest are me just rambling to my camera.

The point being, is they don’t need to be fancy to be good content that nurtures your audience.

Another one is blogging.

Despite having dozens of domains out there and dozens of half-sites built on those domains, I’ve never really had much success with blogging. Although as I say that, I do check the stats and notice a trickle of traffic to these, so maybe all is not lost.

However, I haven’t actively created content on these for a long time. Maybe 2-3 years as a minimum.

One that may surprise you is Pinterest.

I have a Pinterest account with a board that still gets 5k-12k views each month. The board in particular was posted in 2018.

Six or so years to be getting that type of traction is absolutely crazy to consider.

Now for the last one I recommend…

Podcasts.

They seem to be somewhat timeless in nature.

Believe it or not, I have a podcast with over 100 episodes.

I just checked and the last recording was from early November 2023.

It still gets 20-70 listens each month.

Note to self - get back to recording them.

They’re super easy to do with modern technology. You can record them on your phone and upload them directly to your account.

A good workflow for this - modelling Dan Koe is;

1. Write for your primary platform. For me that’s email.

2. Record a video leveraging the content as your topic.

3. Chop it up and throw it on the socials.

4. Rip the audio off and syndicate to a Podcast.

Now you’re effectively taking one piece of content and deploying it - especially to the sticky platforms as mentioned.

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In conclusion, content is great, but creating sticky content that does the heavy lifting in your business over time is a far better asset.

Once you get in the habit of creating it in this way, it tends to have a flywheel effect.

I.e create good content, content becomes sticky bringing in more eyeballs which helps to improve your content production which gets more eyeballs on your content and so on…

So go out and create some content, get it syndicated to other platforms and enjoy the fruits of your labour for years to come.

Hope this helps,

Jamie