Written by Jason Montoya. Posted in Marketing.

All Content Your Business Creates Needs to Be An Arrow Aimed at a Target

If you want to increase your results and scale up, you've got to get clear on the goal and align your activity with it.

This is the essence of the shift I'm making with my content creation.

As part of my goal of earning $100k as a content creator (on top of my freelancing income), I've shifted from a more exploratory phase of content creation to a directed form.

What this means is that I'm creating content as if it's an arrow with a target. And the target is what I want to accomplish with that content (desired outcome), which requires having an objective for how I want the audience to respond to that content.

Intentional aim at a desired outcome.

It's also a shift from the experience of creating content, something I love, to building the transformational impact of high-performing content.

As an example, this blog post is a way for me to get clear on this idea and lodge it in my mind so that it shapes my behavior going forward.

But, there's more.

For those of you reading this who want to also lodge it in your mind and act on it, I want you to sign up for my email newsletter, below, where I'll continue to write about and model this intentional approach to marketing.

For those who want to get more aggressive than simply waiting for my emails, I've also got two books to help you take the next intentional step on your entrepreneurial journey.

For freelancers ready to take that next step towards flourishing >>> Path of the Freelancer: An Actionable Guide for Flourishing in Freelancing
For small business owners who want to rise above what's holding back their success >>> The Jump: From Chaos to Clarity for Your Striving Small Business

Take the next step. Move towards intentionality. Embrace reality and become an achiever.

Intentional Content Creation Strategy

From a content creation standpoint, I'll be intentionally shaping my content. I've shared how I'm pivoting my YouTube strategy, creating certain types of videos going forward.

On the blogging front, I'll be more intentional with individual content. But I'm also going to shift towards a topic cluster form of content creation.

This is part of my effort to lean into my topical domination approach, which will involve creating content series that work in tandem towards a shared goal or set of goals.

This activity will involve me analyzing and selecting past blog posts and creating an interconnected and interdependent set of content that collectively drives audiences towards strategic next steps.

Since generative AI systems like ChatGPT and Google Gemini love video content and structured data, these will become two important facets of my plan, which are ways to adapt to the shifting dynamics of the internet.

Strategic Shift Examples

Here are a few examples of how this is playing out.

One of my clients does a monthly video webinar. I take their video and publish it to their website. One of the forms of structured data that generative AI likes is questions and answers. I'll feed the webinar transcript to Google Gemini and ask it to generate a set of questions that the webinar answers. I'll take these questions and answers and format them in a proper schema so that Google and other generative AI systems will process them. I'm also experimenting with this idea on my recent podcast episodes, so you can check out the FAQ section on one of them here.

An example of assembling a content cluster is my Joomla-related content. I've written multiple times over the years on the topic of Joomla, and I've created a tag for those articles. The next step is for me to go through and update all of the older posts with any needed updates. I'll then set up a system to cross-promote the articles and integrate my relevant call-to-actions around this topic cluster, which includes my Joomla plugin, my Joomla services, and my freelance book (for Joomla freelancers). I can also integrate the promotion of any of my other digital and affiliate products where hyper relevant, into the content.

Experience Versus Transformation

I mentioned earlier about the difference between the experience and transformation; here's how it relates. It's awesome to publish an article that ranks high and Google and gets a lot of traffic, but after doing that many times, it's no a worthwhile achievement without a different outcome. What is worthwhile is to have that content generate income for me.

And when that content generates income, it becomes a small "money printing machine". And that incentivizes me to maintain that topic cluster and also expand it.

My goal is to create as many of these metaphorical money-printing machines as required to hit my goal of earning $100k as a content creator. And some will be easier than others, while some will be more fruitful than others. It's another evolution of my writing garden where the content produces fruit, and that fruit fosters the production of more fruit.

If you think about each piece of content your business creates as part of a money-making machine, it will help you focus on the things that make those machines most effective and scrap any efforts that are not contributing.

If you want to join me on this journey of making these machines, fill out the form below, and get my insights on what's working and what's not.