Hey ya’ll. Welcome to the Purpose Academy Podcast. This is Michael Tatonetti, your host and you are now tuned into Episode 3 of The Purpose Academy Podcast.
On tonight’s episode, I'm answering a question from The Content Crew, which is my free Facebook community and you can find it on Facebook. Just search for “The Content Crew” with Michael Tatonetti or you can find it on my website michaeltatonetti.com. But I had one of my Crew members ask a great question yesterday and this wasn't even submitted as a podcast episode, but it was just such a great question that I wanted to use it specifically for the podcast this evening because it's a question that I don't think many people think of to ask, but it's one that they should be asking and it's one that we should be intentionally thinking about.
This Crew member asked, “How often should I be going back to review my evergreen content in my sales funnel?” So this person in particular had some eBooks that she had created and she was basically asking, “It's been a few years. I haven't looked at them. I haven't touched them really. I know they're outdated. But what should the process be? What should I actively be doing when it comes to updating my old stuff?” So I want to answer that on tonight's podcast episode because I actually have a systematic approach that I've always used with my corporate clients and in my own business and I think it's just a great practice for everybody to have in their own business. Of course you can take this and tweak it to whatever works best for you, but I definitely think that there needs to be some type of a system in place.
What I recommend to all my content creators is an annual review of your big stuff. So what I specifically do is I block out one week every year where I go through all of my evergreen content that are big things. I'm talking like masterclasses, courses, major things that I'm selling that are big income streams for my business. I recommend taking that week and going through all of the material yourself, and yes, that can be a little bit boring because you're really listening to yourself and we're our own worst critic and we don't like listening to our voice and on and on and on. But at the end of the day, if you can't listen to it and find the value in it and find value in it and find room for improvement or ways that you can expand even upon it maybe the content as you're viewing it is still good, but maybe you need to add a module or maybe you need to add some worksheets or an addendum to it. Maybe you need to completely revamp that model or the entire course or whatever the project, whatever the content is that you're reviewing. So I recommend blocking out time.
Now how much time and how frequently will depend. Again, I recommend for the big stuff one week per year that you just kind of block out, you know that you're not doing client work or creating anything new that week. What you're doing is you're reviewing your old stuff. You're going back through it. You're checking for anything that you need to add on so that the total bundle stays fresh or you're making notes of what you need to completely redo. And then you can go and work on it in the following weeks and update and refresh things as time permits.
Now for little things like opt-ins or low-level tripwires, your really basic stuff, you can review that annually as well or sometimes what I'll do is really every six months you could do every quarter, but like every three to six months our view those and I'll go, “Okay, how’s this opt-in looking? How is the free masterclass looking? Are people still registering?” Also, I look at conversions like, “Is it still converting people or moving them deeper into my funnel.” Because if people are registering but then they're not signing up for the next step, that tells me that there's a disconnect. So not only is it a great time to review the content and make sure that it's still good and it's still valid, but it's also a great time to analyze your funnel and how are people walking through it to get to the higher end products or services that you're offering. So I tend to check my lower level stuff quarterly if not every six months and then I always check my big stuff annually. And again even for my corporate clients, I check their stuff annually and I say, okay, let's do an audit. What's missing? What's new in the industry? What else do people need to learn to make sure that we're filling any gaps that may exist because information is constantly changing and as an infopreneur as someone who is selling a message and communicating like knowledge, things will change within whatever it is that you're even teaching, so you need to make sure that it's current, that it's fresh. You're also checking for the technology like, is the technology that you recorded with still good? So for example there have been some masterclasses that I've recorded and then I look at them later when I do an audit and I'm like, the video quality is no longer that great. Video quality has come further in the last year or two, it’s time to re-record this. For one of my corporate clients right now, I literally have one of their faculty members redoing four classes and it's about 12 hours’ worth of content because each class is a three hour class. This is for like a professional development that they offer and they're redoing all 12 hours this year because the audio quality and the PowerPoint deck and all of that is just so outdated now, that it really needs to be revamped if they're going to sell it at the price that they're still selling it at.
So when it comes to evergreen content it's not necessarily that you're going to make something and then it's going to sit there for 10 years and sell with you not lifting a finger outside of the customer service. You also have to do upkeep in making sure that it's current with technology, it's current with information and that it's optimally moving people through your funnel onto the next step. If any of those are not the case, then you want to be reviewing it annually, if not quarterly or semi-annually for your lower level stuff that's really quick to check. And then you want to make any necessary adjustments as needed. That's also a great time if you do launch cycles to check your stuff before you do another launch.
So let's say that you have a signature course and you launch it once per year in September and enrollment opens up let's say in September. You're marketing it all summer long and then they'll say that the class actually begins October 1st. So people can sign up for one month and then they get into the class and it's like an eight week class that your goal is that they would complete before the holidays come around. Then you may want to take the time in June or May to go through the course yourself, check what's going on to see are there any videos that you need add or anything else that you need to contribute to the cause, so that before you're even selling it again and you get to that launch cycle, you make sure that everything is correct on point.
So I love the question. Again I don't think it's a question that entrepreneurs ask enough as far as how often should they be checking their stuff. I think with most entrepreneurs what happens is they'll make something and then they want to change all the time, so they don't really give things a lifecycle or they make something and then they just kind of leave it there and they never really think about, okay, how is this selling? What is the volume? Is it something that should even still be active in my catalogue or does it just need tweaking? Does it need to be taken down? So I highly recommend that you come up with some kind of a cycle for yourself where you're checking your things on some sort of cycle over a 12-month period to make sure that it's fresh, that it’s good before you go making a ton of other programs that what you're currently offering is always up to date, always relevant.
So that is going to be it for tonight's episode, Episode 3 of The Purpose Academy Podcast. I appreciate you all tuning in and don't forget to join The Content Crew which is our free Facebook group where you can be with a like-minded community that is building sales funnel content and that is all about making impact and income. Search Facebook for The Content Crew or you can go to michaeltatonetti.com to get the link or it will be in the show notes.
Y’all have a great day. Bless.