What is the number one industry in the world? What industry has physically stood the test of time? In this episode, Ken Courtright reveals to us how the moving information industry is going to continue thriving in the years to come. He shares some tips on how we can make use of it for our business, including using podcasts and blogs as ideal platforms for relaying information.
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#1 Industry Worldwide
I am calling this The Number One Industry Worldwide. This is part two of a three-part show series that is dedicated to the time I spent with the New Peaks’ Global Mastermind Program. I was in Vegas for a couple of days. My brother, Bill and I went out there and helped out. There were 40 phenomenal entrepreneurs and business owners that were gathered together to mastermind their current successes, challenges, potential opportunities coming up, and a lot of breakthroughs. A lot of people saw the light on the products and services they should start. A lot of people realized, “This is a much bigger animal that I was about to start biting into.” There’s some good caution there. It was an awesome couple of days.
This show series is dedicated to the 3 to 4 tips or suggestions that I found myself repeating that a number of entrepreneurs could have put into practice immediately. This show, I’m titling it The Number One Industry Worldwide. What is the number one industry in the world? What industry has physically stood the test of time? What industry is going to be around when our kids’ kids have great-great grandkids? That is the industry of information. The number one industry worldwide and the most evergreen industry is the industry of moving information. WebMD, as one single medical website, in 2015 brought in almost $600 million in advertising. It did over $500 million in advertising by being the largest place holder of information in the medical world.
What kept coming up is, “How do I get my brand message out there? How do I attract potential clients? How do I sell products and services? How do I build a tribe? How do I build a loyal following? How do I use social media?” These folks knew that our company manages 697 million pieces of content online. When I was sitting in those groups, they knew that I could be one that you could go to with such questions. One of the things that I would stand up at the board and draw out, and I did this on six occasions out of 40 people so I knew it was worth repeating on a podcast, is there is a formula, platform or movement of information that can be replicable in virtually any industry. First, I’m going to say it and I’m going to go through slowly each one of these applications and give some tips and tricks along the way.
The industry of moving information is the number one and most evergreen industry. Click To TweetSomething very common now is creating a podcast, placing it in the iTunes and transcribing the podcast into blogs, blog roll and/or a website in general and chunking those blogs into little pieces into social media. Also, collecting the blogs every 12 to 18 months to come out with a new book. If you were going to write this on a piece of paper with arrows to the right, it would be podcast, transcriptions, blog and to a book. That is fairly common. I’d say I know of at least a hundred people doing something like this. I’m going to expand on it a little bit and explain the how’s and why’s and jump on this one a little bit. When I say podcast, it doesn’t have to be an audio podcast like this one. It could be a videocast or a live video log. There’s a very large one out there. Michael Hyatt has a phenomenal video-based podcast. I heard he gets something upwards of 500,000 downloads either per episode, week or month. It’s something like that. It’s a tremendous number.
The key point of a podcast is, it is simply a platform that somebody could go to once a month to once a day and carve out some nuggets of intellectual property and give them to the world for many reasons. A, it’s the right thing to do. B, it teaches this generation and future generations. C, it educates the world on your level of IP. It establishes you as an authority, a brand and creates awareness. Most importantly, what it does for a small business, an entrepreneur or even a big business is it helps establish authority. Podcasts are viewed a little bit like the news, radio talk shows, and different things like that. People that have the guts to start a podcast know that they know something that the world needs. I strongly recommend anybody. I don’t care what your self-image level is. I’m sitting here talking into a Yeti microphone sitting at my desk in the basement of my home, doing an HD podcast because of $100 Yeti mic and it sounds pretty darn good.
Some of the things that I do are I’ve got a 46-inch monitor on my desk. I put a huge towel on the monitor so it’s covered up, so my voice is not bouncing off my monitor back into the microphone to get reverb. On my desk, I have a number of notes. Sometimes I even put a sweater so it softens the sound so it’s not bouncing all over the place into the microphone. I don’t have my laptop facing directly at me because that would bounce sound into the microphone. I have my laptop angled away from me so I can start the podcast recording and my voice, if it was to hit my laptop, it’s bouncing to the right to the firewall, to the carpet, to the ceiling into this and that. Those are some nuggets there. The key on a podcast is if you want to know what I would say, what to talk about and what videos would you should create? You want to jump into episode number three. It’s called Read Your Customer’s Mind.
For anybody out there that does not know what book they should write, chapters they should put in the book, blog they should write next, product that come out with next, service to come out with next, business to start next, show number three is one of the most downloaded and forwarded show of any podcast I’ve ever done. Let’s go past the podcast to phase two, which is not optional. You transcribe the podcast with a real human being. You’ve got to coach your transcriptionist not to use software because the software will remove the “uh” and “um.” You don’t want to do that if you say “uh” or “um,” I want you to keep that in the transcription. The reason is this. In 2009 or 2011 MSNBC did a unique study of what of their content was ranking the highest in the Google search bar. To their and to the world’s shock, the content that ranked the highest based on the marketing and the advertising they did per piece was the transcriptions of their videos.
That’s amazing. Why is that? It’s because even back then, that’s seven years in dog years, so that’s 30 years ago online, Google has an algorithm that catches syntax. Google knows that 82% to 85%, depending on the country of all content online is stolen. It’s plagiarized. When Google sees “uh” and “um,” they know that’s a real human being and nobody that was going to copy and paste and steal something would keep the “uh” and “um” so they know that is original content and that outranks plagiarized content all day long. What do you do with the transcriptions? I recommend strongly, you get a website built on WordPress. It’s free. If you want to upgrade to a customized theme, you can go upwards of $45 and get an Avada theme. That’s what we use corporately.
If you want to do a website, you can take the transcriptions from your podcast, start a blog roll and you can fill in the rest of your website with other excellent content. If you want to know how to write content, I strongly recommend you go back to episode 13. That podcast is titled Crushing Growth. That’s an excellent one. I even referred to the two different types of methodologies we use for writing content. Let’s talk about the blog. I would strongly recommend WordPress as the platform because you don’t need to worry about the tags, meta tags and descriptors. WordPress, to a degree does it for you. Meaning they take the title of your post, which is technically called an H1 tag and the title of your post sets the parameters of what’s to come. It’s amazing.
There is a formula, platform or movement of information that can be replicable in virtually any industry. Click To TweetForty percent of our 700 sites are not search engine optimized for tags, metatags and descriptors. We put content in and leave it be. It’s fantastic. All of our sites, IncomeStore.com, TodaysGrowthConsultant.com and KenCourtright.com are all built on the same theme. That theme is called Avada. It’s a $45 theme. You can buy it on Theme Forest or Template Monster or something like that. If you opened all three of the sites I mentioned, you will notice that none of them look the same. They don’t even look similar, but you will notice on every one of them, as you scroll down, you will notice the sites are built on top of cool high definition photos. As you go lower on the site, the content seems to rise over these cool photos. That’s called parallax and that makes the site look like it costs $10,000 to build when indeed an intern could’ve done it for under a $100.
Parallax via the Avada theme, that’s an absolute must-do. It’s a no brainer and makes you look very professional. Plus, the Avada theme is mobile responsive. It’s not mobile-ready. It’s mobile responsive, meaning Google’s new algorithms are looking for sites that are built both for mobile platforms and desktop platforms. If the website’s built on mobile responsive, Google doesn’t need to technically store your site in two different ways. Most importantly, if you monetize a website with ads, those ads show up on a mobile responsive site where they don’t show up necessarily on a mobile-ready site. Avada takes you in a direction where you don’t have to spend a couple of thousand dollars to make your site mobile. It’s absolutely awesome.
Let’s talk about chunking. Chunking is another word for what I call Content Curation. That’s where you take chunks of your blog paragraphs, maybe 2 or 3 paragraphs and you piecemeal them out into Twitter, Facebook, StumbleUpon, and Reddit. You chunk it out there in chunks because you never know what platform your clients and customers are sitting on. You don’t know, so hit them all. If you only do blogs, you’re relying on word of mouth and Google search engine for people to find you. When you chunk it out into Twitter, to Facebook, to this, to that and the other, I would do at least ten social platforms, you’ve got not only rankings from Google bring in new traffic, but you’ve got social shares or social media sending your traffic. That’s called building roadways over rankings.
I don’t know the podcast number, but there is a podcast in there somewhere titled Roadways over Rankings if you want more detail on that. Most importantly, I’m coming out with my third book. Here’s what’s cool. I didn’t write it. I did podcasts to the tune of 2 to 7,000 words three times a week. I scraped together four months of podcasts and sent it to an editor. They weeded out about 40% and made a book flow. I tweaked it, added thumbnails and pictures. There is no question, by far, this book is ten times better than my first two books. It’s more timely, more relevant, it flows better and it’s phenomenal. I know dozens of people that do this type of method to write their books. What I want to do is, I want to finish with something that is near and dear to me. It’s maybe the coolest benefit of doing this platform. I don’t mean podcasts in general but this flow of a podcast to transcriptions to blogs to books.
For anybody out there, episode number four, Trust Trumps Everything of this show is probably the most important and most moneymaking podcast of anyone I’ve ever done or ever will do outside of the first one of S-Curves. S-Curves by far takes the cake. I specifically made that the first show on purpose, but that’s in and of itself, nothing will ever beat that. However, it’s a close second. The show that will in the short term, make everybody the most money, stop people from losing deals and stop clients and customers from not buying from you and have them start buying from you is episode number four. This is the number one downloaded podcast, Trust Trumps Everything. It’s all about, why do people buy from you? What do they need to see? Most importantly, why are they not buying from you? Do they have evidence that they might be your first client and this and that, the other? If this makes sense, you’re going to want to jam on show numbers 3, 13 and 4. They’re fantastic. I hope to see you all on the trail. I hope this helps. See you.
Important Links:
- WebMD
- Michael Hyatt – podcast (Lead to Win)
- Read Your Customer’s Mind – previous episode (Episode three)
- Crushing Growth – previous episode (Episode thirteen)
- IncomeStore.com
- TodaysGrowthConsultant.com
- Trust Trumps Everything – previous episode (Episode four)
- S-Curves – previous episode (Episode one)
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