Buckle up.

I'm going to show you my 12-step content strategy blueprint.

In 4 minutes you will learn how to build an unbelievable content strategy that blows people's minds 🤯

I used this cheat sheet to build Herb into a community of 14 million people. 

Now it’s yours.

Here we go.

1. Start With Why

People fall in love with your mission.

You need to be clear on your WHY.

For The Soulful Entrepreneur, my mission is to inspire 1 million entrepreneurs to live life on their terms. 

At Herb our why is to change the way the world views cannabis.

Why does your brand exist? 

Get clear on this. It’s the key to creating content people care about.

Create a movement.

Dream big.

Earn loyal fans and crush it long-term.

2. Determine Your Brand Values

Your brand values form the personality of your content.

Think of your brand as a movie character. 

Example: Herb is a mix of Seth Rogen and Will Farrell.

Be clear on your brand values and personality.

Your brand values will translate into everything you do.

For any brand I create, our values are:

• Light-Hearted – We don’t take ourselves too seriously.

• Meticulous – We care about the fine details.

• Empathetic – We put the community first.

• Fun – We make content that people enjoy.

• Optimistic – We keep things positive.

What are your brand values?

3. Figure Out Your Target Market

You need to be clear on who you are serving with your content.

At The Soulful Entrepreneur, I help bootstrapped and venture-backed entrepreneurs build a soulful approach to entrepreneurship.

I do this through teaching systems and frameworks to build your health, business, mindfulness, and sense of adventure. My goal is to help you build more leverage and peace in your life.

At Herb, we serve cannabis marketers through cannabis-marketing-as-a-service (CMaaS) and cannabis lovers through community and content.

Who are you creating content for?

4. Select Your Categories

It's useful to decide on 3-4 categories to write about consistently. 

Pick categories that your target market loves.

At The Soulful Entrepreneur I focus on:

• Health

• Business

• Adventure

• Mindfulness

At Herb, we focus on:

• Cannabis education

• Cannabis products

• Legalization

• Strains

• Culture

• Travel

• Music

• Movies

What 3-4 categories should you be focused on?

5. Determine Your Content Formats

I see content as 50% education and 50% entertainment. 

Select the content formats you will lean into.

I create content to teach and engage people.

Here are some examples:

• Dos and Don'ts

• How-tos

• Guides

• Stories

• Myths

• Lists

What content formats are best for your target market?

6. Create Franchises

Netflix has Stanger Things

HBO has The Sopranos.

People love franchises. Create yours.

Have episodic content that comes out on certain days and times of the week.

At Herb, we have our music playlist (Herb Frequency) drop on Mondays. We have Movies & Munchies on Friday.

At The Soulful Entrepreneur, I drop this email every Saturday.

People love patterns.

What are your franchises?

7. Create Best in Class Content Examples

Now that you have your categories, formats, and franchises formulated you need to create amazing content examples.

Set high standards.

Don't settle for mediocre. You need to stand out amongst the noise.

BE BOLD.

Don't rush it.

Take your time creating a masterpiece for each content category.

8. Formulate a Distribution Strategy

Focus on nailing 2 platforms to start. Then gradually expand. 

Your main content will likely exist on your website. 

It will be distributed through places such as:

• Email

• TikTok

• Twitter

• LinkedIn

• Facebook Page

• Instagram Post

• Instagram Stories

Keep it simple to start.

At The Soulful Entrepreneur, I focus on Twitter, LinkedIn, and email.

Don’t bite off more than you can chew. 

It’s better to be amazing on 2 platforms than be mediocre on 10 platforms.

Simplicity and consistency win.

What is your distribution strategy?

9. Select Your Tech Stack

Now that you have your content nailed down use tools to make your life easier.

Here is my content tech stack:

• Asana – Project management and content calendar

• Hypefury – Scheduling Twitter and LinkedIn

• Notion – Save content templates

• Grammarly – Reduce errors

• Revue – Email newsletter

What tools will you use to orchestrate your plan for content domination?

10. Create a Content Schedule

Consistency is key.

For each content franchise determine your weekly frequency.

I use Asana to plan out my entire content calendar.

What does your content schedule look like for the next 90 days?

11. Hire Amazing People

Now you have your content playbook.

It's time to scale.

At Herb, we have a content operation of 11 people.

The Soulful Entrepreneur is just me. 

Depending on your frequency you may need help. 

Hire people that are creative, curious, and have a track record of success.

Give them your blueprint.

Then execute.

12. Don't Forget Photography

Ensure your content has beautiful photos.

Create a mood board using Collections on Instagram.

Here are ways to execute your visual direction:

• Take photos yourself.

• Use sources like Death to Stock and Unsplash.

• DM a photographer you love on Instagram and work with them.

That's it.

I hope you found this useful.

If you enjoyed this newsletter please forward it to one person you think would benefit from it. 

I am eager to help entrepreneurs make a dent in the universe.

If you have something you’d like me to write about, feel free to @ me on Twitter.

See you again next week.

Much love ❤️