The other day, I read a post on social media discussing Russell Brunson’s statement ‘If you put out one piece of content every day for one year, you will never need to look for customers again’… or words to that effect.
There is a truth to this, however it does depend on what the content is that you put out and what you sell.
Plus, your positioning is also important.
Many celebrities and professionals are kept in work due to them regularly sharing content online.
It is true for them, they share interesting videos, podcasts, and articles, and then media companies see them and invite them to work with and for them.
The constant publishing of content keeps them in the limelight and keeps them a familiar face.
But for every person who is given work through their daily content posting, thousands of others are overlooked and ignored.
A lot of it depends on you as a person (are you relatable and likeable?), and your message.
What is it that you are talking about?
Does it help people?
Does it entertain people?
As for Russell Brunson, he never stopped putting out content and so he is really filling the lake with fishing hooks.
He tailored his message for a specific audience and created omnipresence where his name was known by virtually anyone in his field.
You turn around any corner online, and you are likely to be greeted by Russell on one of his many adverts, or a piece of his content that has been shared.
He will never be short of work or sales of his products because he is a celebrity in his circle, and he planned it that way.
Another thing I would like to add and that is your products and services can age, and one year of publicly published content and a few products will not keep feeding you for life… unless you happen to be a hugely popular and successful children’s author.
Elvis was one of the biggest stars of music and film ever, but as every year passes and new generations are born, his music is played less, and less people will buy his songs.
When was the last time you saw an Elvis film being shown on one of the main television channels?
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This is one of the reasons why record labels release ‘Greatest Hits’ albums.
Super fans would no doubt already have all of a bands previous albums and songs… but they don’t yet have this album.
The songs may be old and fans may already have them all, but this album is new, the artwork is new, the advertising for the album is new.
It reaches old fans and new fans.
Aging musicians like Rod Stewart release new albums and perform at gigs because they need to keep putting out new stuff and to be seen… plus it is what they love doing.
But many musicians, especially new younger ones today publishing on streaming platforms, cannot live off a few songs and albums that were popular years ago.
A few do, but many don’t.
As much as I agree with the statement that publishing content online every day for one full year will do you a lot of good financially, in most cases it has to be well planned, and you cannot rely on it forever.
New content needs to be published. Maybe not every day, but new content needs to be published otherwise the old will disappear into the past.
The new content props up the old content, it sends people to your old content and keeps your old content being seen.
Content can be incredibly easy to create and publish.
What you are reading now is content, it can be sent as an email, added to a website, added to platforms such as Medium.com, shared on social media, recorded into a microphone and converted into a podcast and a video.
Or it can be done the other way round… you record a podcast and then add the audio to a few images and create a video, then have the audio transcribed into written text and use it in emails and articles.
You can create several pieces of content from one if you plan it well. The more content you get out there, you will be seen by more people.
The point that Russell was making, and it is a point that I agree with completely, is that when you become ‘known’, ‘liked’ and ‘trusted’ by a large number of people, and you are being seen regularly in specific parts of the internet, people are ‘drawn’ to you and they will spend money with you either hiring your services or buying products from you.
Think of the classic US sitcom ‘Cheers’.
Why are regulars called regulars?
It’s because they go regularly and are seen regularly. That is why they all know each other by name.
And when people get to know each other, they tend to pass work, opportunities and money between themselves.
And that is what will happen when you publish content online every day for one full year.
You become known to people. You are a regular that they trust.
Kind regards.
John Harrison.
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