Creating Great Content - Pat Flynn - Smart Passive Income

Generating great post content – Pat Flynn – Smart Passive Income

I have recently started to listen to podcasts and wonder now why I have not discovered them before. I spend a lot of time in my car going to and from work and I can use this time to catch up on these podcasts. I plan to post on the advantages of this form of social media and which ones I am listening to on another occasion, but felt I had to share some of the information from one in particular.

Smart Passive Income is a site run by Pat Flynn and he podcasts, amongst other things, about what he has done to generate income from various ‘niche’ websites. Seems to earn a good income too!

I have found myself riveted by what he has to say. Not necessarily about his business acumen but about his presentation style, content generation and podcasting tools, hints and tips.

I specifically wanted to share :


SPI Podcast Session # – 94

 5 Proven Content Creation Tips to Help You Maximize the

 Impact of Your Information

Which I think we can all learn from. Here he talks about how to make sure that you generate valuable content, whether that content is a podcast, a video or a presentation and the method he uses to ensure it is valuable.


Tip 1 – Transformation

Figure out what is the transformation you want your audience to go through while listening to you speak. This is just another way of saying what is it that you want to teach them but it puts more of the onus on what the audience wants rather than on what you want to teach them. An example I could think of would be if I were asked to teach student nurses about the deteriorating patient. I would want the transformation, for that group of nurses, to be the ability to more easily identify the warning signs of such a patient. Already this gives me some clues about how to structure the approach to the teaching.


Tip 2 – Reverse engineer a transformation.

Once you know what transformation you want you need to work out how you are going to get there and one of the first things you should do is list all the possible objections the audience may have to that transformation. In the example I give above with the students this could be “I am too junior to make a difference”, or “I don’t have the experience” or “No one will listen to me because I am only a student nurse”. Having tackled these objections before the audience voices them shows that you have thought about the subject from their perspective and helps you generate something meaningful to say. As Pat says “Some of these objections will turn directly into sections of supporting content.”


Tip 3 – Great content is broken into different sections of supporting content

When following a route, the directions are broken down into sections, and this is what should happen to your content. Breaking it down into sections makes it easier to digest and remember. In blog posts one should break the information down into different sections with new headings (this post has taken that lesson to heart I think you can see!).

So how many supporting idea are necessary? As many as it takes is the first answer. However he then goes onto say that he uses a rule of 3’s. So with the objections, write down all the objections, and then three sections to support it and within those sections you could have three stories to support that.

Also if there is a visual way to represent your content then do it. He quotes his example where he generated something called the soft pitch pipes to help his audience understand how to pitch something to someone who lands on their site. This visual tool not only helps the audience understand the process but also helps the presenter make it logical and structured when presenting it.


Tip 4 – Types of supporting content

3 types – story, case study, research.

Power of story telling to illustrate a point is very strong. This can be a personal story, business related story or a fictional story to help make the point. Have a bank of stories to help illustrate a point.

Case studies are where you can share something you or a member of your audience did which may be relevant, which proves your point or demonstrates a mistake you made which changed your approach. Be prepared to talk about your failures, failure is a great thing if you learn something from it.

Research can provide you with the numbers to back up what you are saying and it can be interesting to hear how the science and psychology behind why things are the way they are.


Tip 5 – Create memorable bread

Your content is the meat in your sandwich. The bread is the start and end of your presentation. You have to have a great beginning as this draws them in and then finish on a high note because this is what you are going to send them away with. It may be better to work out the beginning after you have developed the content because then you will have a better idea of what the beginning should be.

The end should leave them with a call to action. They should go away needing or wanting to do something else to start the implementation of what you have said. In a podcast for example you could ask them to post a comment on your site and the first 50 that do will get some extra information around the subject for example.  Or in a presentation at the end ask a couple of audience members to come to the front and help them solve a problem around the subject you have discussed.

I was gripped by this podcast and my summary does not do it justice. Pat has a very easy style and is consequently nice to listen too. He has a lot of experience in the corporate world but much of what he says applies in many other fields. I have linked to his page – go and listen; I don’t think you will be disappointed.

Leave a comment

Your email address will not be published. Required fields are marked *