Book Review – The Profitable Content System by Meera Kothand

Content systemThe Profitable Content System is another one of those books that promises to teach you how to get the best value from your content. In this case, how you can create content that can help you generate sales but it’s not a book with shortcuts. I have reviewed other books by Meera Kothand (you can read them here and here) and she is not one to promise you overnight success. The book is sub-titled, The Entrepreneur’s guide to creating wildly profitable content without burnout, no doubt an attractive title but let’s see what the book focuses on by reading through the table of contents.

The book is divided into three main sections and I’ve outlined each section below with the chapters they contain.

SECTION I – GRAVVY – THAT WHICH FEEDS THE PROFITABLE CONTENT SYSTEM

Chapter 1 – The Stage x10 Framework

Meera describes the stage x10 framework in this part of the book which is a framework to help you identify or understand the different stages of potential buyers and what you can do to engage them. The framework is divided into three parts as follows:

  1. WHY-WHATAwareness/Beginner Stage/Bring Attention to the problem: This when potential customers may have identified a problem and are looking for solutions but are not quite sure what they want. The content you create here should bring attention to the customers problem. Create content that helps people see what they may be doing wrong and also helps people identify areas where they may need to introduce changes.
  2. HOWConsideration/Intermediate Stage/Bring interest in the solution: At this stage the potential customer has identified their problem and they are actively looking for a solution. The kind of content that best serves this stage is content that focuses on application. The kind of content that identifies how to solve the problems you pointed out at the WHY-WHAT stage.
  3. DESIREDecision/Advanced Stage/Bring desire for your solution: At this stage people reading your content have a clear understanding of the problem and how your solution meets their needs. Such readers have a higher probability of purchasing your solution.

Towards the end of the section Meera uses a good case study to show us how to apply the framework.

SECTION II – MEAT & POTATOS – THE HEART OF THE PROFITABLE CONTENT SYSTEM

Chapter 2 – Transform your year into revenue-generating campaigns

Chapter 3 – How to execute your revenue-generating campaigns

Chapter 4 – The 8-step profitable content system

Chapter 5 – How to incorporate the profitable content system into your workflow

In this part of the book you will first learn about the importance of campaigns. Meera encourages us to, think in terms of campaigns. According to her, campaign thinking is the first step of the profitable campaign system. She introduces a campaign pathway with the following steps:

  1. Campaign planning
  2. Break your year into campaigns
  3. Zoom in on a quarter
  4. Pick a single campaign
  5. 8-step campaign planning method

She defines a campaign as follows:

A campaign or promotion is nothing more than a coordinated set of content pieces that you create and distribute over a fixed time frame to achieve a specific goal.

She also writes that:

Your campaign goals are usually business and marketing goals. These are specific sales and growth targets you’re trying to achieve. These are measurable – you can tie an exact number to these goals.

What Meera is teaching us to do here is to set a business goal and then ask the question – how can content help me to achieve that goal?

Next Meera also shows us how to execute a revenue-generating campaign in four steps which are:

  1. Attract: attract your ideal reader to your site.
  2. Capture: get them to sign up to your email list.
  3. Engage: engage with subscribers through emails to establish trust.
  4. Convert: convert potential customers into actual customers. Convert customers into brand advocates by building a long term relationship.

You will be able to do this using a variety of content ranging from blog posts to video to podcasts and more.

Again Meera demonstrates how this works with a case study.

Meera also introduces us to her 8-step profitable content system in this section. Here is a top-level description of the systems:

  1. Choose an offer to focus on for your campaign
  2. Choose a revenue goal for the campaign
  3. Plan your campaign
  4. List the specific content pieces you need to create to support your campaign
  5. Plot in the exact dates when you will publish each of your content pieces
  6. Execute your campaign
  7. Review and locate gaps in in your campaign
  8. Learn what you need to do different if you do the campaign again

The last chapter in this section focuses on how to incorporate profitable content into your workflow and the focus here is to ensure that you constantly have content scheduled ahead of time to be released. Meera shares an example  of how she does this.

SECTION III – CONTENT MAXIMIZERS

Chapter 6 – Minimum viable content repurposing

Chapter 7 – Snap recipe of content creation

Minimum viable content repurposing described in chapter 6 deals with how to use the same content in different formats. For instance repurposing blog content in audio, video or even images. Three questions according to Meera which can help us do this are:

  1. What is your main content format?
  2. What alternative traffic channels are you active on?
  3. What other content formats do you like to create?

A strategy that Meera proposes here is to:

  • Pick one alternative traffic platform you want to use for your repurposing
  • Pick one content format you want to use for repurposing
  • Identify 1-2 repurposing techniques that will enable you to execute repurposing seamlessly. Is this something that will appeal to our ideal readers as well?

In the final chapter Meera discusses a concept she calls SNAP recipe.

SNAP stands for Serialization – Novelty – Activation – Personalization. Following is a top level summary of what SNAP means.

  • Serialization: Just like Netflix releases multiple episodes of a series in one burst you can create campaigns that capture people’s attention such as running one-off content campaigns. These can be campaigns that you run just once a year. Create events around your content with a theme. Have seasonal podcasts that focus on specific themes.
  • Novelty: Find novel ways to present your content. Present your content in ways that others are not presenting content.
  • Activate your audience: get your audience involved in marketing your content. Ask them to talk and write about your content.
  • Personalization: Offer your audience different types of content that they can become interested in. Carry out simple A/B testing.

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