I’m Going to share the exact process I used to co-create the Secrets of Closing the Sale MasterClass with Kevin Harrington and Zig Ziglar–A Content Marketing Framework and Strategy Similar to Gary Vee’s Content Strategy

In late 2017 I worked to help create the structure, strategy, content, and promotion for the Secrets of Closing the Sale Masterclass with Kevin Harrington and Ziglar Inc.

You may recognize Kevin Harrington as the pioneer of the infomercial and from the first season of Shark Tank. He’s a massively successful salesperson, investor, media personality, and business icon.

He reached out to the Ziglar corporation because Zig Ziglar’s book, See You At the Top, was foundational to his own success in sales and business. He really wanted to connect with the company behind Zig Ziglar’s legacy.

Thankfully the Ziglar corporation recognized the potential of having someone like Kevin Harrington interested in Zig’s message. Since Zig’s passing in 2012 they were/are having difficulty continuing to promote Zig’s messages. Zig’s messages have positively impacted so many people around the world. Which is saying something because it is estimated that Zig Ziglar has positively impacted over 500 million people around the world.

So how did I co-create a production quality 20+ hour long masterclass?

I’m going to walk through the process our team used to create the strategy, content, and promotional strategy.

We followed a very specific framework to create the content strategy for the course that allowed us to create massive amounts of pillar content. This content was very focused on the brand story and that could also be used to create micro-content for blog posts, guest blog posts, short videos, and all the social media content.

Gary Vee uses pillar content, micro-content, and social content

Someone well-known using a similar content process today is Gary Vee. He recently shared his 86-slide Gary Vee Content Strategy slides on LinkedIn. The simple process of the Gary Vee Content strategy follows these 5 steps:

Create long-form pillar content (keynote speech, vlog, podcast): You take the time to create high quality large pieces of content that can be used in other pieces of content.

Create short-form content (article, meme, image, quote, video, mashup video, remix, etc.): From one large piece of pillar content you can probably get around 10–50 blog posts/guest blog posts or short videos.

Distribute the Social content on various social networks: From the micro-content you can create all of the content you need for platforms like: Instagram, Facebook, Twitter, Snapchat, LinkedIn, Medium, Quora, Website, Email List, etc.

Watch the response: After you post the content on the different social platforms you want to watch the response you get with your engagement and analyze which pieces are resonating the most with an audience.

Create and share the parts of the pillar content that resonate the most: As you test out the content that resonates the most with your audience you can better determine what kinds of content your audience is craving. Focus in on creating what kind of content is resonating.

Now let’s get to the secret sauce…

This process is very similar to my own content marketing that I offer to brands and it gives me a framework to work with companies to create 4–6 large pieces of pillar content that can then be used to create a content calendar for a year or more.

I actually add a very effective and proven strategy and discovery formula that creates conditions for a proven 2–3x more engagement of custom content for a brand. You not only get to engage with more people but you can actually get more people to convert to doing business with your or for taking some kind of action that you would like them to take.

This proven process I’ve developed was used for creating the Secrets of Closing the Sale Masterclass with Kevin Harrington and Zig Ziglar, creating content for John Maxwell Company, and for creating content for small businesses and even solopreneurs. The best part is that it can work for any company or individual at any level.

How Did We Promote It?

For promoting the Secrets of Closing the Sale, we worked with Matt McWilliams, one of the world’s best affiliate launch marketers. If you don’t know who Matt is you definitely should. He’s great when it comes to promoting something you want to launch. He’s got a proven track record of being the affiliate launch manager for people like JLD from EOFire, Pat Flynn, Michael Hyatt, Ray Edwards, and many others.

Why Does Content Marketing Even Matter?

Effective content marketing done right will drive leads, sales, influence, marketing, promotion, and thought leadership. In my experience, you do the hard work once with excellence and you have a plethora of high quality content that you can draw on to use for the growth of your brand.

The content marketing process I mentioned above is how so many people like Gary Vee and many other well-known influencers and personalities are able to produce so much content. Take Gary Vee for example, he produces at least 20 posts per day on social media.

He and his team have a pool of pillar content that his team is constantly adding to from for his keynote speeches, his podcast episodes, his book content, etc. There’s almost always something that they can pull content from.

However, if you are producing content just to produce content for content’s sake, it will fall short. You’ve got to create content that is in alignment with the story of your overall brand. There are many companies who produce “content” but they don’t create the content in alignment with the story of the brand.

If you want your content to resonate with and engage with your ideal customer/client it’s got to be in alignment with the story of your brand. In other words it needs to align with the ethos of the brand.

Want to produce content that will get you the results you want?

In this post, I’ve just given you a framework that you can use right now in your business to create, curate, and promote content in alignment with your brand. Now, you can try to do it yourself or you can work with someone like me who has experience in consulting and content marketing for multi-million dollar companies all the way down to working with individuals and small businesses.

If you want a done-for-you content creation, curation, and promotion partner then connect with me by clicking here.

I offer free 30 minute consultations with a custom strategy and content plan to set you up for success.

You’ve got nothing to lose but everything to gain.

Get started today and remember to keep moving forward!

Contact me here so we can have a discovery session and help you promote your brand and bring in more customers or clients.

Have you found a great way to create content that works for your brand?

Do you have any questions you’d like to ask about this process?