Content strategy for a 7-figure business – scaling your content

When your business is at seven figures, it’s time to take your content marketing up a notch. It’s no longer just about creating content; it’s about scaling it. 

You know your products and services are in demand. Your ideas and vision resonate with others, and you’ve probably built a good-sized following already. 

So all you need to do is get in front of more and more people. 

You’ve already done the hard work on the way up to building a seven-figure business, and now it’s time to take all of your experience, expertise and knowledge and scale it using content. 

The HUGE mistake 7-figure+ businesses make when it comes to content creation (it’s a biggie)…

We’ve run our agency for over a decade, and in that time, we’ve witnessed entrepreneurs reach the highest of highest, only to disappear. 

Why does this happen? 

Because they stop creating content. 

Because they stop being relevant. 

Because they stop being top of mind. 

And that’s when you hit the danger zone, because there are people behind you hungry to come up to your level – and if they’re out-contenting you (yes, we made that up), they will take over. 

It’s very easy to stop creating content when you’ve hit the big time, but this is no time to slow down. This is the time to gear up. 

You need to make sure you’re everywhere and getting in front of more and more people. 

But here’s the problem with content creation at your level…

Producing content has probably felt like a bit of a slog so far—it’s all been on your shoulders (or your founder’s shoulders if you’re working in the marketing team), and even though you have brilliant ideas, consistently creating content is tricky. 

You’ve probably tried to outsource some of it, but had limited success because, well, others don’t have your brain! It’s hard to create content without drawing upon your ideas, experiences, stories, etc. 

And short of someone following you around with a notepad and pen all day, taking down everything you say, it’s difficult to find time to dump all this brilliant info with someone else, so what can you do? 

You need to scale your content 

You’ll already have a bank of brilliant content to draw upon. All you have to do now is scale it to get yourself in front of more people. 

So, how can you scale your content? 

1. Collate your content assets 

You will have a treasure trove of content assets that you can repurpose into brand-new content. 

So hunt out your best and brightest assets, including: 

• • Your books – and if you want to know how to repurpose these, check out our article on how to repurpose a book
  • Webinars 
  • Podcast interviews 
  • Long videos 
  • Interviews for PR 
  • Courses
  • If you’re using social media already, you’ll likely have a bank of content on there, too!

2. Find the gold in the content 

With all your content, there will be some stuff that is better than others. When we’re looking at repurposing content, the first thing we do is ‘find the gold’. 

This is the stuff that no one else in your industry is saying. 

It’s the stuff that AI can’t possibly come up with (because it’s come from your brain). 

And it’s the stuff that makes you memorable and unique. 

So look for things like…

• Frameworks
• Methodologies
• Stories
• Anecdotes
• Case studies 
• Opinions 
• New approaches not seen before in your industry 

All the things that are unique to you within this content. 

3. Create your repurposing content strategy 

Now, you’ll have to figure out:

• How to repurpose this content
• Where to repurpose the content to
• And what results you want to get

How to repurpose this content

This will depend on the content you have and where you want to post it, but for our clients, we repurpose content into the following formats…

• Illustrations – these work beautifully on social media. These can be diagrams, cheatsheets, graphs, etc – in fact, we have 30+ different types of illustrations we repurpose content into! 
• Blog posts 
• Short form video 
• Stand-alone social media posts 
• Emails 
• Podcast scripts 
• Carousels 

There are so many different ways you can repurpose your content, but the key is to make it unique! So, there’s still quite a bit of work to do. 

For example, a copywriter and graphic designer must work hard to take an entire methodology from your book and create a cheat sheet!

Where to repurpose this content 

This will depend on your audience and where they are at. We mainly work with B2B businesses, so when it comes to repurposing content, we tend to focus on: 

• LinkedIn 
• YouTube 
• Blog 
• Twitter 
• TikTok
• Instagram 

Ultimately, this is about getting out there as much as you can.

What results do you want to get? 

You know your product or service sells, so when it comes to repurposing content, it’s often about growing your audience.  

This might mean your call-to-action is simply to follow you, or it could be to join your email list by requesting a download. 

Also, some of our clients want to reach different audiences through repurposing. For example, they are at capacity for 1-2-1 clients, but they want to sell smaller products to a larger audience. 

4. Don’t neglect original content!

Just because you’re scaling your content and getting it in front of more people doesn’t mean you should stop creating original content. 

You need a place to explore your ideas and experiences. This will likely be on one channel, such as LinkedIn or your blog – wherever you find most exciting. 

It’s one thing to become the ‘leader’ in your industry, but if you want to stay there, you must continuously document your experiences, learnings and stories. You don’t have to spend too much time doing it but dedicate some time to it.  

Should you hire in-house or use an agency?

At this stage, you shouldn’t be doing ANY of this yourself.

You may already have an in-house marketing lead, but they manage all your campaigns and don’t have the time to repurpose your content. 

So the question is, do you hire in-house or use an agency to help you with this? 

The problem with hiring in-house for this role is it’s VERY difficult to find one person who can do it all.

Our team includes copywriters, content strategists, graphic designers, SEO experts, video editors, and videographers. 

I’d say it was pretty much impossible to find one person who can do all that – although if you find them, do send them our way, will you

A specialist content marketing agency can help you do this for less cost and (if they know what they’re doing) better results than hiring in-house.