Content without a next step or destination is just noise. A singular destination. Because businesses with 100 different destinations creates confusion. And a confused mind doesn’t buy. Here’s how to create a single entry point to your brand with legacy content.
I’ve heard it called pillar content, but really how I summarize it is a single entry point or authoritative state or a destination to send people to. So let me summarize like this, content without a next step or destination is just noise. And that’s the last thing that we want to be doing for our customers is creating noise.
Conscious and Subconscious
Customers are on their customer journey, which I’ll talk about in another episode or somewhere else, is they’re taking a conscious and a subconscious customer journey. Now consciously, people know they’re on a journey, they see content, they know it leads somewhere.
Subconsciously, they don’t realize the stages most of the time. And one of the most important stages of the middle stage, which is safety. And this is where customers are literally collecting evidential touchpoints to feel safe enough to make a commitment to you, to give their credit card to you, to give their money to you, to give their attention to you.
And so every single thing that we do is basically training our customers on how to be our customers. And I watched this happen all the time. People are posting on social 3 to 5 times a day on every single social media platform, but you’re lacking congruency and consistency because they see you on Instagram with one thing.
Then they see it on Facebook with another thing. There’s incongruent calls to action. There’s inconsistent calls to action. There’s nowhere for them to go. There’s not a single entry point, and it’s literally confusing people while literally standing there saying, Hey, I’m making this content because I want to bring you on a journey, right?
But people are not listening to the words that you say. Or reading the words in your captions to make a decision. What they’re basing their decisions on is how they feel, because all decisions especially in digital marketing are emotionally based. Now, there might be logic to determine if I click through or if I do not. But the final decision is emotional. A lot of people base it on how they feel without realizing it.
And so when we think about legacy content, what we’re really thinking about is building a lighthouse.. And ensuring that when that lighthouse is planted and all the light that comes out of the top of it leads to one place.
You could have a 30 minute video on YouTube that’s like the best of the best of the best that you have to offer. And then in the description, in the caption and in the video, you’re like, and if you want more, you can give me your email address here or buy this product, right? So that YouTube video would serve as a lighthouse or a piece of legacy content. Then you could go make 150 social media posts off that one YouTube video.
But here’s the difference. You’re either taking content from that YouTube video and posting it on Instagram with a call to action, like “Hey, I want you to watch this part of my free training. I want you to do it, and then leave me a comment when you’re done so I can support you.” And if you want the rest of it, you can click here. Or you can create content telling them that this is part of a bigger video. They can watch this part as a standalone or if they want the whole thing, it can lead back to that YouTube video. But that YouTube video serves as a central location. And you’ll notice how I said in the description, you’ll have the option to basically give me your email address or to buy a product, right?
And so there’s only four types of customer journeys that exist, and I call these the four paths to the pier, right? There’s people that can buy, opt-in, learn more, or leave, and your job is to solve for all of them.
So in that YouTube video, if they’re watching that video. And they leave, well, you’ve solved for that. If they’re watching that video and they want to learn more, they can click in the description to maybe other related content or stuff on your channel. They want to opt in. There’s a place for them to do that.They can subscribe to your channel and go to a Facebook group. They can give you their email, or if they want to buy, there’s an option.
So then let’s take that to the blogging side. Let’s say you want a piece of legacy content and literally the three biggest mistakes entrepreneurs make when doing social media, and there’s this amazing article.And you literally lay it out step by step by step, and on this post you literally have other related content that’s linked to it. You have an opt in that gives them the five day process to doing social media correctly to scale their business. Well, that would be your opt in. Of course, you probably mentioned in there to buy your social media course.
So when that post is done, you can take that one post and you can go talk for a hundred days straight about all the aspects of social media, how to do Instagram, how to do hashtags, how to do YouTube, how to do Facebook. And then all of your calls to action are either to keep your customers where they are on the platform you’re sharing and go deep.
Get into the comments, give them a win. Play the reciprocity game and then take them on a journey, or guide them back to that one place so that that point, they basically enter grand central station where you come in and it’s open, but by midnight you have to choose a place or you get kicked out and they can come in and if they’re ready, they can buy.
If they want some accountability, they’ll opt in. If they want more content to get some more evidential touch points of safety, well, they’ll click around, find some, and if you’re congruent with all of these different things, you now have taken people on a journey. I watch entrepreneurs, influencers, business owners do this all the time.
Our Job of Taking Control
They’ll be talking about 15 different things on seven different social platforms and sending everybody to 85 different places, and they wonder why it’s so hard to be in a relationship with their customers or to get data or to take them on a journey. Because our job as business owners and entrepreneurs is to own and control the journey.
Our job is to be the masters of time and space. And so when we create content, we have to know the next 10 to 30 touch points that our customers have to take to achieve their goal. Or else we’re just making noise. And here’s the worst part. We’re actually pushing them further away from their goals. Which is creating what’s called reactance, which makes people defensive because then they’re getting into, why am I consuming this content?
I’m not getting results. They start creating objections that didn’t exist, and then they turn into an anti-marketing machine simply because they weren’t properly led. And I say this all the time, leadership isn’t saying something once it’s saying the same thing as many times as required until the very last person gets it.
And that’s how I look at it. And so when you think about your social media, when you think about your posting, your paid media and legacy content in general, what you’re really thinking about is what is the one place, right? Funnel isn’t a sales page. And the reason I use a lighthouse, if you envision a lighthouse, if the lighthouse is the destination, the further away it gets, the brighter and brighter that light comes. And as they get closer and closer and closer, the field gets narrower and narrower and narrower as we’re leading their choices, as they trust us more, as they believe in us more as they believe in themselves more and they’re creating momentum until they hit the one destination that we designed for them.
The Noisy one…
So if you’re posting content, if you’re posting social, if you’re making noise without a very clear destination in your mind that at least you know about, you’re already losing. Now the bonus is, you know the destination. You tell people that they’re going to that destination and you’re going to help them get there, which kind of gives them a North star and a check-in so they don’t feel overwhelmed and they get into momentum and you guide people on that journey in a very, very clear state.And so that is the definition for me of legacy content.
Now, a little bit of a caveat here is another definition that I use is that you also want to make sure that what you’re creating, the content that you’re creating is evergreen. If you’re creating content without a destination or content that can only be used once.99% of the time it’s a liability. And if you do nothing but create liabilities in your business or in your marketing, you’re not going to have a business. We need to be in the game of creating assets. And if you think about future casting a little bit, and you have fast forwarded your business 10 years, and then I surveyed 100,000 of your customers and I’m like, Hey, what were your top 10 takeaways of 100,000 customers.
Over 80% of them would all have the same 10 takeaways. I find that entrepreneurs and business owners are afraid to lead because they think they always have to be cutesy or they have to get creative. But really what people want is results. People aren’t paying for products. People buy products to pay for access and accountability to achieve their goal.
And so you need to be very clear, meticulous, and intentional about what you create, and why you create it. To have congruency and simplicity in the brand. So when somebody sees your light out of your lighthouse, they recognize the pattern and the color, and they know it’s yours, which is going to allow them to feel safe because you’re being consistent, you’re being congruent, and you’re bringing them on a journey until they achieve their desired after state.
And so now my question for you is, where can you get tight? Where can you be congruent? Where can you simplify your messaging? Where can you build destinations for people?
It could be a long form YouTube video. It could be a landing page. It could be a blog post, it could be a Facebook group, it could be a a long Facebook live. But really what you need to do as a leader, because if you’re listening to this or if you’re watching this, you’re a leader, which is why you’re consuming it. Leadership means that you are guiding people on a path, not you are allowing people to choose their own path. And so marketing works when people respond to the message, they feel the message and they have a very clear next step to take, to move one step closer to their goal, and that is how you’re going to win.