I'm excited to share this guide with you today. Secret revealed: I'm not this big excitement girl, I'm more of a 'Frasier', dry, sarcastic-humor type, maybe 'The Office'... so this is something (for me). I just can't help it. I spent a lot of time in the weeds with this. It's no exaggeration when I tell you that I had such paralyzing perfectionism that writing a simple five sentence post could take me hours to complete. It was painful. 

I wanted, no needed, to find a way to produce the same quality of content in less time, and preferably with less anxiety... I was actively pursuing a solution, writing daily, keeping my sword sharp right along with my team. Yet, I never found a solution while I was searching. Instead, the answer just sort of came to me one morning while away from my computer.

I had been paddle boarding out back quite a bit during that time. Springtime in San Diego, you just can't beat the weather, it's sunny and warm, as close to perfect as you can get, and time on the water seems to give me a recharge. This time, it gave me more than that. I ran into my neighbor and we started talking. The topics changed a few times, what our plans were for the summer, how fast the boats drive through the no-wake zone. At one point a fish jumped out of the water onto her dock and her son frantically tossed it back in. But, the convo that changed everything was when we began talking about how long it takes to sign closing docs on a home. You've likely experienced it yourself or known someone who has, so you know what I'm talking about. Random I know, and thankfully so, because that's when hit me...

Remember the struggles I was having with content? How it could take me hours to write one post? Well, a huge part of the reason it took me so long was that I was constantly trying to find new things to say. I felt like I needed a constant stream of new topics, ground breaking discoveries and life-changing epiphanies in order to share anything of value. And, while the idea of having this type of information to put into content is exciting, the truth is, "truly new" doesn't actually come along that often... Let's face it, when more than 100 billion people have existed on earth, someone is bound to have said it before, and done it better.

So what was this big epiphany? (I know, I finally got my epiphany to share - life is strange lol). 

Only one of the most obvious strategies... Extracted straight from the U.S. mortgage industry, a major financial sector (as we all know). Allow me to explain... when you sign loan docs, there's about 150 pages, maybe a slightly exaggerated number, the point is - they all say the same thing, just in different ways. Why? Why are there pages after pages after pages of the same message said in different ways? It's to prevent risk. It's to make sure that the person signing knows and fully understands what they're signing. 

A.K.A. Content. Creation. Gold.

Frozen in fear with no just cause. I didn't need to come up with entirely new ideas all the time, instead, I needed to go deeper on our pillars, on the ideas we already had. It makes perfect sense. People are not the same. We don't all absorb, comprehend or process information in the same way; and to take it further, we don't even absorb, comprehend or process information the same way from day to day... different times, different circumstances, different environments all affect the way we receive information and what we do with it - this goes very deep.

I started applying the concept to the content and ideas that had resonated most for our audience and prior customers. This reduced our time spent creating content to a fraction of what it was. After a while, my team and I started affectionately referring to this process internally as Content Docking. Not surprisingly, (because hindsight makes this so insanely obvious), using this process results in our being able to build a much stronger brand foundation and identity more quickly as well. Going deep, essentially saying the same things many different ways, instead of sprinkling 1,000's of surface level thoughts around, truly showcases our expertise, which in turn attracts the right attention and builds trust more quickly. To say this process has had a huge impact on the way we create content, the readers of that content, and the businesses we've helped build and scale, is a huge understatement. 

Over time we've made iterations, and streamlined the process. This powerful strategy can be used to reduce time spent creating content and the anxiety around it, and what makes it even better is that it can be done without any fancy software. Today I'm going to share the 3 main steps with you, so you can start to implement this strategy to grow your business or brand as well.

Here we go...

The 3 main steps are: 

Start with one pillar, concept, idea, or post. 

Break it down as applicable. 

Apply content expansion words.

I've broken it down further below:

Ideally your business or brand has already established pillars, ideas and content that you've put out. Start with one of those foundational pieces (even if its just a few sentences) that teaches something or leads someone back to your offer. 

Let's use this post as an example (this is just an example, not real): 

This is a post a fitness coach might put out so that  people will start to follow him on social, maybe buy his fitness or diet plan, or hire him as a coach. Therefore he puts out content that resonates with/attracts people who want to lose weight - otherwise they likely wouldn't need or care to read this. 

Breaking the post down as applicable means to break it into the 4 different sentences and look at the 4 sentences separately, like this:

1. How to lose 10 pounds in 14 days without giving up carbs. 

2. Drink 2 gallons of water per day (drink nothing else).

3. Eat 3 meals per day totaling 1200 calories.

4. Walk 10,000 steps per day. 

Applying the content expansion words means that you'll try to say the same thing (essentially), using the content expansion words to create a different spin.

We're going to apply the following five content expansion words to sentence #1 of the example post above: 

This process can go on and on and potentially have 50, 100 or more content expansion words, these five will give you an understanding and serve as a jumpstart, so you can implement this process into your business.

Here's what we get:

Use our content strategy to create an endless amount of highly relevant content so you can attract the right audience and grow your business or brand online... without fancy software or misaligned templates that don't accurately represent your business or brand, or help you grow.

P.S. Do you want our entire content system? Get it here.

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