By the time you read this, I will have generated four million dollars in sales just by posting content. I’m going to share my process, a checklist, and the systems you can use to achieve the same results.

I used to post randomly on LinkedIn and struggled to keep up. It felt overwhelming. But today, I’m going to simplify it. The key to branding is leverage, and I’ll show you how to create leverage in various ways:

• Leverage in creating materials.
• Leverage from the materials you create, which allows you to reach more people without one-on-one interactions.
• Clone yourself through effective content creation.

Let’s break down the model I use, known as the Four P’s Model: Produce, Process, Publish, and Promote.

1. Produce

The first step is to produce content. You may have questions like:

• What should I create?
• What format should I use?
• How do I get leads?

To help simplify content creation, I’ve developed a tool called the Authority Content Builder (link goes to free download). This tool provides a calendar of topics that consistently resonate with your audience. Build a grid: 5 columns and 6 rows

Start by identifying the top five problems your ideal clients face. Note these down as across the top of the grid. Remember, your audience cares about their problems, not about you. Positioning yourself as a solution to their issues will make them listen to you.

Next, I’ve listed various content formats you can use for the rows:

• Q&A
• How-to guides
• Winners and losers
• Gotchas before buying
• Surprising facts
• Why buy from the best

For instance, if accountants struggle with time management, you could create a Q&A on why they’re pressed for time or a how-to guide on freeing up hours in their week.
Now you have a grid with 5 problems that your audience has, and 6 different ways to talk about those problems. That’s 30 pieces of content that will address their biggest pain points and give you different ways of talking about it. That’s a whole month’s worth of ready-made ideas.

Run this tool for ninety days to see what content works best for you. Adjust your focus based on what resonates. Remember, people don’t see everything you post, so you can use the same ideas and concepts just in different formats. No one is going to see all of them, therefore it’ll seem new and fresh to them but still hit their biggest pain points.

2. Process

Next, let’s discuss the process. This involves two key components:

• The production line: This includes everything from initial brainstorming to recording.
• The publication line: This covers how and where you will share your content.

When producing content, aim to outline rather than script. Outlining allows for a more natural flow of ideas and saves time. You can also create downloadable resources that add value to your audience, such as checklists or white papers.

For instance, if you’re delivering a video, offer a script download or a checklist that outlines key points. This not only enriches your audience’s experience but helps build your email list.

Once your content is ready, hand it off for editing and publishing. Don’t burden yourself with video editing; delegate that to your team or hire professionals. This will free up your time for more impactful tasks.

3. Publish

When it comes to publishing, focus on mastering one platform initially. Don’t spread yourself too thin. For many, LinkedIn or YouTube is a great starting point. Once you’re comfortable and confident, you can expand to other platforms.

Respond to comments on your posts promptly. This helps boost your visibility on the platform as algorithms tend to reward engagement.

Establish a posting schedule, and consider using tools to manage your calendar. This will help you maintain consistency without overwhelming yourself.

4. Promote

Finally, promote your content. If you don’t promote, your posts may go unnoticed. Here’s how to effectively promote your content:

• If you have an email list, share your content there.
• Cross-promote between different social media platforms.
• Engage with others by commenting on their posts to draw attention back to your content.
• Consider forming engagement groups where participants agree to support each other’s posts.

Remember, if you only post and don’t engage or promote, your content will likely fade into the background. The goal is to create a feedback loop where your audience interacts with and shares your content, amplifying your reach.

Conclusion

The Four P’s Model is a systematic approach to building your personal brand and generating revenue. By focusing on producing valuable content, streamlining your processes, mastering your publication strategy, and promoting your work, you can significantly enhance your visibility and credibility.

Don’t forget to commit to this process for at least ninety days. It will take time to see results, but with persistence and tweaking as you go, you’ll likely find success. If you’re ready to take your personal brand to the next level, start implementing these steps today.

For more resources, check out Personal Branding Using Content or visit my website for additional insights.