0:000Content is not a content problem anymore. It's a strategy problem. So this week, it's it's really hot outside here in The Netherlands. This week it was like 33 degrees. Really hot and humid.
0:150So I was walking outside because I wanted to create some content. And for me, it always worked. Okay. When I want to create content, I start walking and brainstorming and automatically when I walk, I see things happening outside or I think about something that happened this week or in my life and suddenly I have the story. So I was walking and suddenly I saw one of the neighbors putting a little bath outside with some water, just a small one.
0:490And I was like, that's too small for children and it's in front of the house, not in the back. And I was like, that's strange. But immediately after they placed the little bot, what happened, a little bird came to the water, jumped into the water and cooled itself, drank some water and not even flew away, just stayed there, maybe sunbathing, I don't know. And I was like, wow, this maybe this can be a story. Maybe I can make a personal story about how beautiful I find it that our neighbors put something outside for the animals, in this case for the birds, and a bird understands this.
1:330But then suddenly it hit me and I was like, okay, but that can be just a general story. And in the past it was great because it's great for personal branding. It's great because it's it has some content and a story inside it and maybe a generic lesson about marketing or business. But it hit me because I was like, okay, but that doesn't work for me at the moment. Because at this moment it has to be something else.
2:030Content isn't about content anymore. Of course, it still is but it's strongly to say for me content isn't about content anymore. It's about strategy. So at that moment I was like, okay, the the story about the bird hits me because a lot of experts still think in the old way. And a lot of experts nowadays, they hear that they have to create a lot of content.
2:340Maybe post five times a day, 10 times a day. Grant Cardone tells people, okay, I sent my email list for 400,000,000 emails in a year and I only have one subscriber. No. I don't know how many subscribers he has but it's really like that. They say, okay, post more.
2:560Be everywhere all the time. Like Gary Vee, all the time everywhere. And I'm like, yeah, that's great. But the only thing you will do is send out a scattered signal because it's fragmented. People don't understand who you are and for who you are there.
3:150AI doesn't understand it either. So in Google, your ranking drops and it doesn't even matter because 80% of the most cited articles by AI are not even in the top 100 of Google anymore. So I was like, okay, this really hits me and it hurts me as well. Later I will tell you about it. But it's important to understand that content is more about strategy.
3:410So I'm working with the framework rings of entity. You have ring zero, that's the DNA of your business. Nobody knows the DNA of your business if you don't talk about it or you don't write it down somewhere. Ring one is the d DNA of your business that people can see on your domain, your media hub, your website. That's that's the thing you really own and your DNA needs to be structured in ring one.
4:110So you need to mention all the entities. Entities are very very important because the entity gap is real. If you have the DNA of your business with all the entities, all the DNA of your business, you you can think about it in a similar way like DNA or entities. I will make an entity video later on. But if you place it in a different way than the DNA really is from your business on your website, it's scattered.
4:420There is an entity gap. And if you place it in a different way on your socials, there will be an even bigger entity gap. Your socials, LinkedIn, YouTube, Instagram, TikTok, all the platforms, Reddit, that ring too. You have a lot of control, but not all the control because your reach can drop immediately or they can ban you immediately. So what you say is in your control.
5:150So that's ring two. Ring two, ring zero your DNA. Ring one your DNA that people can see on your website, your own domain, your media hub. The second ring, ring two are your socials and ring three is about all the people who are talking online and offline about you. And if you structure your data, your DNA in the right way, they will use the same entities and words about you and the circle can be closed.
5:500So you then have a closed loop, the rings of entity and that that's amazing. But because you need to talk in the same way about your methods, your frameworks, your entities, you have to think about it in strategy, not just in content. Because if I was talking about the bird in a way like, okay, let's let's make the story a little bit different on Instagram. Because I told the story already on my website about the water, now I'm I'm talking about leaves or sticks and the bird. And it's different, so that's not going to work.
6:290So the connection needs to be exactly the same. So when I'm talking about the bird, the DNA, it's it's pretty logical. My neighbors understand the bird needs water. They don't think about it like, oh, maybe we can build a house of sticks for the bird. And the bird is not like, oh yeah, I need a house of sticks right now.
6:540It's really hot. I need sticks. No. It's just thinking in the same way. Birds don't think, they just do.
7:030They need water. They understand water is the DNA of what I need right now and the neighbors know, okay, it's hot. Birds need water. That's it. That's the connection.
7:150And why this hurts for me is because a lot of entrepreneurs, experts, consultants, coaches, trainers, specialists, they still think one in in one way, okay, I need to put out a lot of content all the time and I need to tell personal stories all the time and just make content to make it about content. But I'm telling you, it's more about structure and strategy. And if you have that in the right way, you use your strategy in the right way. You think about your strategy. You think about the trigger points.
7:560At what time can you talk to your audience? At what time your audience listens? Because that's more important than when you talk to them. You can talk all the time to your audience, but there are several points in their lives they listen to you. Okay.
8:110So you have to use the same words over and over again. Especially now because the the opportunity is wide open, just like the moment when SEO starts to be used by a lot of people. Nowadays it's AI. You have the opportunity but you have to talk to your audience in a structured way. You have to have the vision.
8:370It's not about niching down anymore. It's not small anymore. That's great news because I know a lot of experts. I talk to them. They find it very difficult to find the one sentence that describes their exact solution for their exact target audience.
8:580You don't need that anymore. It's not that small, but it's structured. So what are the trigger points of your audience? At what moment do they think about your solution? That's the most important thing to think about and then find out your entities.
9:160Like I said, I will record another video of it, but you can just ask AI, okay, what are my entities for my business? Ask me the questions to get the entities and you will have the entities and you know how to talk about it. And probably, this is a warning, probably this sounds very boring for you because when you start talking about your entities, you have to repeat it over and over and over again. And when you are tired of repeating it, then at that moment your audience will pick it up. Not before that, way after you're tired of talking about it.
9:560I I know this. I was a I was a DJ and producer, so when I produced music, at the moment I released my track, I already heard it so many times and every loop I've heard it and every sound I listen to and tweaked all the time. So at the moment I I released it, I was almost tired of the song, so I didn't play it enough. That was a mistake. Hit songs, they start to rise.
10:270But you have to understand, you have to fall in love again with the entities of your business over and over and over again. So you can look first at your entities. You have to understand you need to talk about your entities for the next three to six months a lot. So you have to find different angles to talk about it. Yeah, you can connect personal stories to it, but it's about the strategy, not about the content.
10:550Use it to find the strategy, find the personal stories to talk about it. And if you find these stories and you talk about your entities in different angles, Find ways to stay in love with your entities and your business and be passionate about it. And if you do that, I promise you for three to six months AI will start to find you and cite you to your audience. And that's why I am recording these videos and that's why I was walking outside, saw the bird, thought about, okay, your bird, the bird knows I need water. It it's not changing.
11:330The rest of its life, it needs water. Just like you have to brush your teeth the rest of your life. Maybe you get tired of it, but you still do it. Do it in the same way talking about your entities, about your strategy. Have your strategy clear, have your target audience clear.
11:500You have to understand that if you are a starting entrepreneur, you don't have an ICP yet. You have to talk to your audience at the trigger points and after one, two, three, sometimes even after five or ten years, your ICP will appear suddenly. Suddenly you see what your target audience is. It's it's something you discover, not something you create. That's important.
12:170Okay. This video is coming too long. Maybe it's still hot because it's still hot and my brain starts to be cooked. So I'm I'm going to drink a glass of water and please ask AI, okay, what are the entities of my business? Ask me all the questions so you can answer me.
12:400And if you do that, you have the entities and start talking about these entities. Not every day, not three times a day, three times a week is enough for AI. And please, please, please put it on your domain, on your own website and make your own website a living organism of your entities. That's the most important thing nowadays.
