Behind the Scenes of a 7-Figure Content Strategy with Troy Dean

Troy Dean, founder of WP Elevation and Mavericks Club, peels back the curtain to reveal the exact content strategy his team uses to generate multiple 7-figures a year in revenue for his business.

In this episode, Troy shares so many valuable takeaways that you can use right now to take your content strategy to the next level.


Episode Transcript

Troy: People will pay for structure and an outcome even though you’ve given most of the knowledge away for free, people don’t have the time to do it. Most of our products are digital courses these days. So we look at our courses and go, Hey, what’s in module one? Let’s just create a piece of content different to the course content that kind of teaches on that point. And then people are like, well, Hey, if that’s kind of what you cover in the course, I want to know more about that. And sure I could probably figure this out myself, but for a small investment I can just get it done in the next three or four weeks and you’re going to walk me through step by step. And all I gotta do is follow the bouncing ball. So that’s how we kind of thinking now about putting those products through what we call the kind of the content shredder. So you put it in the top and a whole bunch of stuff comes out the bottom and you go, wow, now I’ve got all these pieces of breadcrumbs that I can just start sprinkling around the internet that lead back to the mothership.

Josiah: That was Troy Dean who is one of my business coaches and the founder of WP Elevation and Maverick’s club. And in this episode he peels back the curtain to reveal the exact content strategy his team uses to generate multiple seven figures a year in revenue for his business. I honestly had a difficult time choosing just one clip to play at the beginning here because Troy shares so many valuable takeaways that you can use right now to take your content strategy to the next level. This is definitely a conversation you want to pay close attention to if you’re looking to up your content game. So let’s jump in.

Announcer: You’re listening to the Content Heroes podcast where entrepreneurs, marketers, and creatives share how they build profitable businesses on their own terms by creating content online. And now your host Josiah Goff.

Josiah: Welcome to Content Heroes everyone. I’m here with Troy Dean who is the Founder of WP Elevation and Mavericks Club. Troy, thank you so much for being on the show today.

Troy: Hi Josiah, thanks for having me man. It’s a pleasure.

Josiah: Awesome. So why don’t we start with your origin story and tell us about the path that you’ve taken of going from starting an agency to then transitioning to WP Elevation and Maverick’s Club and growing to the point where you are.

Troy: Yeah, so I started freelancing in 2007 building websites for clients, started an agency in 2009. And I had a WordPress plugin as well that we were kind of selling on the side. And I learned through the agency that the best way to bring in leads was to produce some informational training content that basically educated people about digital marketing. And I, for me, the quickest way to produce content is to make video and then have that video written up as like a transcript or a couple of paragraph summary. And then you’ve got a blog post, you’ve got video, you’ve got audios. So that for me, that was like the quickest way to produce content. So I sat down one afternoon, by the way, this is after a two week stint of cold calling the 50 fastest growing companies in Australia. That we’re on a blog called, I think it was on the fast company or the smart company website. They said these are the 50 fastest growing companies in Australia. So I cold called every single one of them because all of their websites were terrible. I cold called every single one of them. And out of that two week exercise, and it was horrible, it was like just soul destroying. We ended up with $1,700 worth of social media management business out of that whole exercise, right? So I said to my business partner, I’m never doing that again. I’m never cold calling again. Cold calling is for chumps. I don’t care what anyone says. I don’t care how good your script is. Cold calling is for chumps. I hate it. So I said, I’m going to produce content. I’m gonna produce these videos. So I sat down one afternoon, produced 16 videos called 60-second lesson. And they were one minute each, right? So it took me like four hours to produce these 16 videos. And I started publishing one every Thursday afternoon. And I did that for 16 weeks and that was it. We were done. It was like we had lead, we had enough customers for the next three years and I was just convinced educational content is the thing. So in the meantime, our WordPress plugin was kind of ticking along despite our efforts. I mean, we just neglected that thing so bad and did nothing really. And it grew to the point where it was doing about 120 grand a year in revenue. And I looked at it and went like, I don’t even know how this happened, but I’m sure if we focused on this, we could probably make enough to go full-time. And what, interestingly, what happened is that I started getting emails and gratitude and thanks from people who are using our WordPress plugin that I’d never experienced from client before. I just started getting this dopamine hits from customers who were like really happy with what we were doing. So for me it was the reason I pivoted from agency to basically an information coaching company is because the impact. The agency model, I can only impact, you know, what, 15-20 clients a year, right? Maybe 30 clients a year if you really work your face off and you build a team, right? And whereas in the information coaching business, I can impact thousands of people all over the world and get gratitude from them. And so that was the pivot for me was okay, I’d built an agency, we were multiple six figures, we were doing pretty well on the outside and I was unhappy. And also I was in business with the wrong business partner. So I got out of that agency and just went all in on coaching other agencies and freelancers and had been doing that since 2013. And here we are.

Josiah: That’s so awesome. The thing that I love about that is the process of creating that content is really what sets you on that path. And it’s been the core of your business ever since. And I know that I can talk, so I basically went through like your perfect funnel from beginning to end when I went through WP Elevation. So I started, I remember, I when I first started my agency, I googled WordPress business podcasts or something like that, found the list, subscribe, got value from the podcast. In one of the episodes you mentioned something about a blog post or a blueprint or something, download the blueprint, got into an email funnel where you gave me a free mini course. And then I went from that mini-course into, you know, and ended up buying WP Elevation and going through all of that and got so much out of it. It really just like, it transformed my whole business, right? And then from there went into Maverick’s Club and so was like, but it all started with, with the content that you created and you knew me in that cocktail, I knew that you understood my problems and you knew exactly how to get me to where I wanted to go. And so I was like, shut up and take my money.

Troy: Yeah. So it’s really interesting. So how old were you when you joined WP Elevation?

Josiah: 31, I think.

Troy: So our perfect customer avatar is a guy named WordPress Matt. And he’s 33. He has a young family or a family on the way, which is one of his big motivators.

Josiah: I had a one year old and another one on the way.

Troy: Yep. Yep. He doesn’t like working for the man. He wants control over his time and control over his destiny. He wears a hoodie; a beard, right?

Josiah: You all don’t see this but I’m wearing a hoodie and I have a beard.

Troy: All right. I can show you the avatar of WordPress, Matt. And so I’ve had this conversation with so many guys who are in their early thirties, Amber Hines’ husband, Chris is another one that comes to mind. I’ve had this conversation with so many people, so many dudes in their early thirties who have a young family or are expecting who join our program and they’re like, man. It’s like you’ve been in my bedroom watching me and listening to my thoughts. I’m like, well that’s what happens when you travel the world and go to conferences and speak at Word Camps and spend three years getting to know your audience before you actually put a product in front of them. Like I just, I know our audience so well because I was our audience. This is the stuff that I was looking for when I started my career as a freelancer. And I was about 33 when I started a freelance web design. So you know, I know the audience so well because, and so it’s no accident that you felt like you were in the perfect funnel because it’s been designed that way. And now the challenge really for us now is we’ve had a lot of feedback that, and because more than 50% of our customer base are female, but our list is predominantly male. That’s 75% male. But our customer base about 50% female and we have a very large percentage of work from home moms. So the feedback I had is we should really develop a female avatar. And maybe have some campaigns that’s soften up the language a little bit and you know, make it a bit more appealing. This is our female customers are telling us this. So that’s now a challenge for us. But Hey, you know, it’s work so far so there’s nothing really broken.

Josiah: I love it. So can we dive into your content creation process and what that looks like?

Troy: Sure. So it’s changing as we speak, but over the years it’s been what I call learning out loud. You know, Miles Beckler who was at our event in June in Santa Monica for Mavericks Club. He’s got this kind of catch phrase – “learn, do, teach”. And that’s what I’ve been doing for the last 10 years really without kind of coining that phrase. So I learned something, I apply it, I do it, know I’m a big action taker. I’d take probably too much action without thinking things through. And most of the time it works. But sometimes you end up with egg on your face. But that’s okay. That’s how you learn. And so I learned something. I do it. I take massive action and then I hone it. And I refined it. Oh right. So that’s how I do it. And so then I teach it and I think teaching it forces me to learn it really well because I don’t want to teach something and then someone come ask me questions that I can’t answer because that’s an awkward situation. It’s like, well I don’t really know man, cause I just heard it on the podcast and I read it in a book, but I’ve never actually done it myself. So I do the thing, you know, screw it up, improve it, kind of work it out and then go, Oh that works and then I’m going to teach it. So that really, and my whole philosophy over the years has been, I’m a fast starter, that’s how I learn and you know, the whole ready, aim, fire, you know, methodology. And then Michael Masterson wrote the fabulous book – “Ready, Fire, Aim”. Well my whole philosophy has been: “Bang! Bang! Ready”. I’m just going to shoot a bunch of stuff against the wall. And if anything sticks then I’ll go assemble a team and go, Hey guys, look what I just did. I think there’s a mess we’re going to clean it up and maybe there’s something going on and maybe there’s an opportunity which is really frustrating for the team. I can tell you there’s been a lot of frustration over the years because I just go and start a fire or change things halfway through. So it is frustrating, but it’s worked. It’s got us to where we are now, but it’s changing now and we’re putting a little more strategy into our content creation process. But to answer your question, content creation for me, I came across this framework easy go and in fact I’m going upstairs this afternoon to do a whiteboard video to teach this framework. I learnt this from a guy named Brendon Burchard back in 2009, I reckon a program he had called Total Product Blueprint, which was the first online course I bought. It was two grand which I could not afford at the time and it was the best two grand I have ever spent in my life. I guarantee it. It absolutely just completely changed my mindset and my thinking. And my business would not be here today without that investment and without the mentorship and guidance and leadership of Brendon Burchard. So he taught me this framework that I use still to this day. And really in a nutshell, it’s, you know, I break it down to promise, problem. So you know, what is the promise of the piece of content? So say for example, we’re going to say, Hey, how to get leads off your website. So the promises we’re going to help you get more leads from your website into your email list so that you can communicate with those leads and turn them into customers. Do you want that? Yep. Great. So that’s the promise of the piece of content. The problem is blah, blah, blah, blah, blah. Most websites converted about 2% which is terrible because you spend all this time publishing stuff and 98% of people don’t convert. So that’s the problem. We want to fix. Myth, let’s bust the myth. The myth might be, and this is just expert positioning. The myth might be, you know, pop-ups don’t work. They’re really annoying. Well maybe that’s true, but they’re not annoying if it’s the right offer to the right person at the right time. In fact, they’re super-helpful if it’s the right offer at the right time. And I’ve built a, you know, quite a nice little business out of pop-up so you know they work. So let’s just bust that myth. Then my story, very briefly, like no one cares really about who I am or what my story is, but I just say, Hey, I’m Troy Dean, you know, run a multiple seven figure a year business built on content and lead capture. So maybe you want to pay attention, it doesn’t matter if you don’t want to, but we’ve kind of got the results to back it up. Then just teach the teaching points. So you might teach one to three teaching points in any piece of content. Then you give like a do’s and don’ts, which is like a rookie mistakes or a power tip for like more advanced users and then the call to action. So that’s it. Like any piece of content anywhere, I can be on stage anywhere. Someone can throw me a curve ball and say, Hey, can you teach on this? And if I know enough about the topic, I just go – promise > problem > myth > my story > teach the teaching point > do’s and don’ts > call to action. And we’re done, right? So that’s the framework. My process is I usually start with video and more and more these days I’m starting with a whiteboard video. And so if I can indulge for a moment, I can walk you through how we turn our whiteboard videos into multiple pieces of content, if that’s helpful.

Josiah: Oh yeah, definitely. Let’s do it.

Troy: So what I love teaching on the whiteboard because I’ve got an office here in Melbourne. I’ve got six staff, including myself, and we’ve got staff in other parts of Australia and we’ve got staff in the Philippines and in the States. So I want to teach my team things all the time. So the other day we made a whiteboard video about UTM parameters. So we use the UTM parameters on our links to track where our traffic is coming from. I won’t bore you with all the details, but you know, for those of you that don’t know, just Google UTM, it’s a fun rabbit hole to go down. So I wanted to teach our team how I use UTM parameters so that there’s consistency. So I start with a whiteboard video. That whiteboard video, I just teach on the whiteboard and Max just grabs a camera, a gimbal or something and shoots it. Then that whiteboard video gets put up on the YouTube, so and optimized, so straight away we’re capturing a YouTube audience. It then gets turned into a blog post. So we send it over to either Maddie in the gold coast or Susan the States, and they’ll write up the show notes and the summary of that video. So now it’s a blog post and it gets published on our blog and optimized on the blog for SEO purposes. Then we will take whatever I draw on the whiteboard and usually turn that into a content upgrade of some sort, like a resource. And we might just include that for free in the blog post or we might put that behind a lead capture form. And we’ve just started using D designer to turn my whiteboard scrawlings into beautiful looking lead magnets and they’re doing a fantastic job by the way. So that’s allowed us to increase the capacity of the content and turn stuff around quicker. So now we have a video, we have a blog post, we have some kind of content upgrade. And I’m teaching my team at the same time that I’m educating our wider audience, how we do things in our business, which hopefully they find helpful in their business. And all of this just positions us as an authority of trusted source of information that they can learn from. And as everyone knows, wow, if the contents this good for free, imagine how good the paid stuff is going to be. And that’s why people usually enroll in our courses. And in fact that’s why you enrolled in our course because you’ve learned all this free stuff by listening to the podcast. And we felt like he had a relationship with this and you can trust us and that’s why you became a customer. So that’s really the process now. Kind of starts on the whiteboard video. Then of course we’ve got the podcast and the podcast is the same thing really. We just record a Skype video call, we turn the video, you know, becomes a YouTube video. The audio gets sucked out and produced and that gets uploaded as a podcast. We ride show notes there becomes a blog post, and then we try and find one of our lead magnets to attach to that blog post. So if we’re talking about funnels, for example, we’ll attach our high ticket sales funnel map as the lead magnet or the content upgrade for that post. And then people sign up for the content upgrade and then they’re in an educational email sequence, which then leads them to the right product.

Josiah: Wow, that’s fantastic. Thank you for weighing all of that out. That’s so great. So you had mentioned earlier that you’re changing how you’re doing that. Can you talk through that and what those changes are and why you’re doing that?

Troy: Yeah, so over the years, my whole learning out loud thing has just been very, very shoot from the hip, right? Like the whole bang, bang, ready ethos. Like I find that I can’t learn by thinking about things. I have to do stuff to learn. I need feedback from you, punched off into a spreadsheet, you get an error in the cell where the formula is, you go, Hmm, something’s not right. Let’s go tweak it. Right? But if I try and think that through in my mind, I get lost. So I need to punch it into the spreadsheet and get the output, right? Get the feedback. So it’s input and output. So I’m constantly just putting stuff in and then kind of analyzing what the market’s giving me back. Now over the years, what that’s meant is that we’ve given away tons of free content and as our friend Dana Malstaff says, that’s great. You find that you have a lot of people clapping and not many people paying, right? And that’s true in our, when I heard her say that, it was like I felt like someone had, he’d be in the solar plexus. Right? Because I know that we give away way too much free content. We have people. Email is going, dude, like I don’t need to enroll in any of your courses because my business is so successful right now just from the free shit that I’m learning off your blogging, your podcast. I’m like, that’s great, thanks, man. Can you send me a check, anyway? So what we’re doing, so the difference now is that we’re mapping out our content calendar for 2020 and every piece of content that we produce will be attached to a resource to a content upgrade or a lead magnet of some description and we will have a finite number of those lead magnets. And we’re taking a lot of this inspiration, Simon Kelly, one of our coaches here has kind of inspired us to have a look at what HubSpot are doing and they’ve got a great resources page on their website where there’s about I don’t know 10 or 12 or 15 free resources lead magnets. There’re either piece of software or a calculator or a spreadsheet or some ebook or something, right? So we’re developing a resources page with 10 or 12 great lead magnets that people can download and start using straight away to get a quick win. Every piece of content we have will logically lead into one of those lead magnets. And then every one of those lead magnets will logically lead into an educational sequence and then a pitch for one of our products, whether it’s a plugin or a course or mastermind program or whatever. So that’s the fundamental difference. The change that we’re making now is that every piece of content is designed to lead people down a path to one of our products. Whereas in the past it’s just been a scattergun approach of here’s some free shit, here’s some free shit, here’s some free shit. Oh by the way, we’ve got these programs that you might want to buy at some point. And it hasn’t been very strategic. It’s been accidental.

Josiah: And there’s probably a lot of work because you’re kind of creating the lead magnets backwards, right? You have to go out and create a lead magnet for the content that you made. So you’re creating a lot of them.

Troy: Yeah, that’s right. So let me just break this down. Here’s a great lead magnet for high ticket sales funnels. We’ve got this funnel map, which actually, so in high ticket sales funnels, we teach you how to set up a sales funnel to basically get people on an appointment and sell them a high ticket product or program, right? Or a retainer or whatever. Building the funnel allows you to pre-qualify people and do good marketing. So by the time they’re on a phone call with you, they’re already pre-framed to want to buy because they see you as the expert. So that’s essentially what we teach in high ticket sales funnel. Now that raises a lot more questions than answers because now people are going, well, what do I say on the phone and what do I put in the funnel and blah, blah, blah, blah, blah. So we designed a map which walks through each page and each stage of the funnel and kind of a flow, which is a beautiful funnel map. But again, you download that and go, well that’s fine, but what do I say on this first page? Now I guarantee I could create 30 pieces of content. I could do 30 whiteboard videos that all lead to that one lead magnet, right? So I could produce three pieces of content a month next year that all lead to that one lead magnet that all lead to an educational sequence that get people to buy the one course. And that’s the beat change that we’re making the 2020 rather than me go, Hey, I’ve got an idea, jump on the whiteboard, make a whiteboard video, and then the rest of the team go, right? Well now what lead magnet does that relate to? And what’s the educational sequence? We’re now working from the product backwards and planning the free content around the product, which sounds really obvious.

Josiah: I love it. So how do you go about taking your existing products and actually turning them into content?

Troy: Great question. So the first thing you want to do is take a look at the, so let’s look at Pareto’s principle, right? The 20% that you’re doing in the business that’s offering 80% of the value to your customers and therefore 80% of the profit in the business, right? So if you’ve got, you know, five or six service offerings or products, you’ve probably got one that’s doing really well and the others are just wallpaper and filling in space. So let’s take the one thing and just focus on that. The one thing that you think is going to move the needle the most for the business. And first thing I would do is go through every email, phone conversation, Facebook messenger chat that you’ve had about that product or service with customers over the last 12 months and write out all the questions that people have just in a Google doc with the idea of developing the master FAQ page, right? It sounds really obvious. I’m not suggesting you publish the FAQ page, what I’m suggesting because I think there’s a mistake. I think what you should do instead is take every one of those questions and turn each of those questions into a piece of content. If you publish a piece of content, it is about five things. You lose people, right? If you publish a piece of content about one thing, but you go deep into excruciating detail as to how we do that one thing. What it does is it gives people one thing to focus on so they have a very narrow focus and they can activate their part of the brain. That’s like, all right, this is what we’re talking about and we’re going deep and we’re learning so much about this. It also positions you as someone who knows so much about your subject matter that when they look at your content and say, well, hey, you know so much about where to place a lead capture form on your website to maximize conversions. You must also know so much about the headlines and the offer to use in those lead capture forms to get conversions and then also what to do once you capture people’s leads to turn them into sales. Like you obviously just must know that stuff because you know so much about the first part of it. You must also know the details about the rest of it so it positions you as a greater authority. It’s evergreen content that will continue to bring traffic in for years to come. Right? That’s what I love about fundamental content. Not stuff that’s based on trends or like you won’t see me making a blog about Tik Tok because who cares? Right? I won’t be telling you that you need to be on Snapchat or that you, you know, need to be making Instagram stories, right? Because what we teach is fundamentals. It doesn’t matter what the platform is or what the trend is or what the sexy widget is. And the reality is that particularly for selling services, the reality is that your customer could spend the next 12 months on your blog or your YouTube channel listening to your podcast and probably figure it out for themselves, right? And most people will do that. What we’re after is the percentage of the small percentage of people that go, Josiah, you have got this nailed. You know what you’re doing. I just need an outcome and I need it fast. I’m going to hire you and your team to do it for me or do it with me because I don’t have the time to do it myself. Even though you’ve basically taught me how to do it myself, right? People will pay for structure and an outcome. Even though you’ve given most of the knowledge away for free. People don’t have the time to do it. So that’s how we now, and most of our products are digital courses these days. So we look at our courses and go, Hey, what’s in module one? Like what are the six main lessons in module one? Let’s just create a piece of content different to the course content. Let’s just create a piece of content that kind of teaches on that point, doesn’t show them exactly how we do it, doesn’t give them all the templates but kind of teaches on that point. And then people are like, well Hey, if that’s kind of what you cover in the course, I want to know more about that. And sure I could probably figure this out myself, but you know, for a small investment I can just get it done in the next three or four weeks and you’re going to walk me through step by step and all I gotta to do is follow the bouncing ball. So that’s how we’re kind of thinking now about looking at our products first and basically putting those products through what we call the kind of the content shredder. So you put it in the top and a whole bunch of stuff comes out the bottom and you go, well now I’ve got all these pieces of breadcrumbs that I can just start sprinkling around the internet that lead back to the mothership.

Josiah: Oh, I love that so much. Okay, so now that we have all this content out here, how do we go about getting traffic to it? How do we get people’s eyeballs on it?

Troy: You know, there’s basically you can buy traffic or you can earn it, right? Buying traffic is, you know, at the moment is Facebook ads is kind of the quickest and cheapest way to buy traffic. Google ad words, YouTube ads earned is through SEO content marketing, partnerships, getting, you know, other people to refer your content. Here’s the way I think about it. It’s like a three-fold approach. The quickest way to validate a piece of content in terms of whether or not it’s valuable to people is through paid. So run some Facebook ads for a week. Run either a video ad on Facebook. We’re getting video views for less than a cent at the moment. It’s ridiculous. And we just using those video views to build a custom audience, right? So video ads on Facebook and also just driving people straight to a blog post, right? And having a look at whether or not people are opting in for the lead magnet from that blog post. And if they’re not, then we have a problem with the offer of the lead magnet. Or maybe it’s a headline issue with the blog post, or maybe it’s a messaging issue in the ad. So using Facebook ads to drive traffic just because it’s quick, we can get really good feedback within a couple of weeks and go, okay, this piece of content now needs to actually say this and promise these because that’s what people are responding to. Then obviously optimizing it for SEO is a long game that’s going to take time. So use paid traffic to validate the content first, then make sure it’s optimized, and then once you’ve got a baseline for your conversions, whatever the purpose of that piece of content is, and every piece of content should have a purpose. And it really should be to get people to download a resource, right? Once you’ve got your conversions baseline for that piece of it content and it’s working. And it’s optimized and it’s converting well, then using more paid traffic to amplify it and to build an audience faster, right? So the good thing about content and paid for example, is it’s cheaper for you to send your custom audience to a sales page or a webinar to sign up for your thing or whatever it is, if it’s software or if it’s a high ticket sales funnel or if it’s a digital course or whatever, you know, consulting service, whatever it is, it’s cheaper to send your warmed up custom audience to your conversion page than it is to send a cold audience to your conversion page. So the way we do it is we run content to cold traffic. We build a custom audience out of the people who engage with that content, and then we just run our conversion ads to the warm audience. So we’re not hemorrhaging money trying to get cold people to sign up for our lead magnets. So that’s why I believe even if you’re just running paid traffic, I think good content is still important as a way of bringing down your cost per lead and cost per acquisition cost in your paid acquisition.

Josiah: Oh, that’s brilliant. Okay, so we’re starting with the product, what it is that you want to sell. We’re kind of putting that through a shredder, getting content out, lots of content that leads back to lead magnets, that leads to a sequence that lead to the product that you’re selling. And then you are also using that content in your paid ad strategy. So that’s a lot of content. One of the things that comes to mind when I hear this is a lot of people would probably think that sounds really intimidating. Like how do I come up with all of these ideas for content? How do you guys go about that process?

Troy: So there’s two tools that we use. One is Google trends, just to see what’s trending. So you can just punch a keyword into Google trends and see what search basically it just comes from the search algorithm. So every search that goes into Google, Google, you know, Index those searches and, and the terminology used the keywords, the key phrases used, and they put that into Google trends and you can sort of have a look at what’s trending. So that’s from a search point of view. And then from a social point of view, we use Buzzsumo, which kind of shows you what’s being shared on social, what’s being liked on social. And we try and, and we don’t, you know, I mean with such a niche business that our volumes quite low and we don’t get it right all the time. But that’s a, you know, if you’re a health practitioner or you’re a realtor or you’re a, you know, in the swimming pool business, you want to try and make sure that you’re producing content that a.) People are searching for and that the train’s not going down. Right? So for example, in our space, WordPress themes, the search trend for WordPress themes is on the way down. And the search trend for things like Elementor and page builders is on the way up. So we’ve kind of pivoted our training content and we now talk more about building websites with page builders rather than, you know, three years ago I was talking about using Genesis to build and you know, child themes to build WordPress websites. And so we’ve pivoted our messaging based on the fact that more people are searching for page builders and Elementor and less people searching for WordPress themes. So that’s just one example. Our stuff doesn’t really get shared on social much. So you know, there’s not a lot of low hanging fruit there, but I would use Google trends and Buzzsumo to just try and find out what people are searching for and what people are sharing and then use those topics as inspiration and say, okay, I can teach on this topic. And then the logical next step is for people to download that content upgrade or that resource. And then the logical next step is to educate them and then get them to buy my product or booking for a call. Does that make sense?

Josiah: Yeah, that’s great Troy, man, you’ve done a fantastic job of just laying out the whole framework that you use and there’s so much awesome value in there. I really appreciate you being on the show today. Before we hop off here, can you just share with everyone where they can connect with you online?

Troy: Yeah, probably the best place is our free Facebook group. It’s called Digital Mavericks. So if you just go to facebook.com and then search Digital Mavericks and find the group it’s about five and a half thousand people in that group at the moment. And they’re all kind of in the growing an online business or growing your business online using digital marketing and content strategies. There’s great conversations and there’s some pretty cool people in there who are, you know, more experienced than me and I learned in that group as much as I teach. So that’s a really good place to start conversation and keep the conversation going and it’s totally free. So the Digital Mavericks Facebook group.

Josiah: Awesome. Well, thanks so much for being on the show today and I don’t really know how to end these things yet, so sayonara.

Troy: I really appreciate it, man. Keep up the good work.

Josiah: Take care. Hey everyone. Thank you for listening to the Content Heroes podcast. I just wanted to take a second and let you know that we have some amazing guests planned for the coming weeks. So if you haven’t already, go ahead and hit subscribe so you can make sure to catch every episode. And if you enjoyed today’s episode, go ahead and leave a five star review to help make it easier for other content creators to find and enjoy the show. Lastly, I’d like to invite you to join our Content Heroes Facebook community where you can connect with other online content creators to share, learn, grow, and have fun. To join the group, just visit contentheroes.com/facebook. Once again, that is contentheroes.com/facebook.

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