Biz Building Blocks: Part 6

Last month we talked about giving free content to nurture your list. And you need to set that up before you try to get traffic to your site. Now we’ll discuss how to get people to subscribe to that list.

Step 8: Post Free Content

Free content to those on your list is essential, but posting on the Internet is also necessary in order to get the word out about your message and your work. Search engines are looking for content and so are the people who are your ideal prospects, and you can get both of them to notice you through posting your free content online.

This means posting blogs, articles, podcasts, videos, and social media posts full of tips, resources, and advice. You should be putting out your best, high-quality content as an up-front attractor. If people find your free stuff to be incredible, they will be much more likely to buy your paid services.


The more content you post, the more the search engines will be able to find you and increase your ranking. What that means is free traffic for you. I see that in my own statistics. About 40% of my website traffic is organic, meaning that the search engines send those people to my site based on my keywords and content. The percentage of all other sources is much less than that. That’s a lot of free traffic and you can do the same.

Start gathering content that you can share and organize it into categories of topics and forms (written, audio, video). Make a spreadsheet and decide when to post what and schedule it out. Then use a software service, such as Buffer.com, Hootsuite.com, or Recurpost.com, to schedule the posts on the different social media platforms.

Make sure all your content has your keywords so there is congruency and consistency, and you attract the appropriate prospects to your site.


And consistency is the name of this game. Don’t post a bunch of posts and then stop because it’s too much work or you ran out of time. Figure out a schedule that will work for you, whether it’s once a week or once a month, and then stick to it. The search engines will be kinder to you because they love consistency. And with the automated software, you can take an hour every month to load all your posts and then let the service do the work—set and forget.

It does take time to find or create content but you can always repurpose previous content—especially if it was well-received or popular. For example, you can take a blog post that got a lot of comments, and reformat it into a slideshow, a video, and audio, a podcast, or a series of social media posts. Then share each one periodically over a 6-12 month period. This is one way to cut down on the amount of content you need to have and leverage it.

But you also probably have more content than you know, so look back through your notes, articles, posts, etc. What topics can you expand on and cover new territory in? As you brainstorm new topics you’ll be able to create new content on a regular basis.