Harms: We are talking in this guide about audience, how to build an audience. 

When we spoke about building an audience we spoke about where it lives as part of the BATON system and the assumption is we have nailed the business part. 

Now we are in the second phase of the BATON system which is taking that product and showing it to an audience via the method of content, putting that in front of an audience to hopefully grow the audience and then later down the line sell the product to them. 

There are four core components which lay the foundation for audience building and that is content, messaging, platform, and time.

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Grounding in business

Kyle: Today is about content. 

It’s what we are putting out into the world in order to show our value as a business. 

All good businesses are based on producing value for a market and one of the best ways to do this, which we discussed again in the business guide is by solving people’s problems. 

If we can find people who have a problem we go in with a solution and help them get the result they want, we have the basis of an extremely powerful and sustainable business. 

We start from the same place of problem-solving, we are helping people in the market and we’re going to talk about the content. 

What content are we putting out there which shows people what value we have as a business and why they should be listening to us.

Harms: Just as business within the audience section, we want to create value for the market that’s essential. 

How do we create value for the market? 

Well essentially we need to solve the market’s problem. 

How do we solve the market’s problem? Well, ultimately they need or want something, your customer or the market needs and wants something and it’s your job, therefore, to provide the solution and then the customer will get results. 

Once we get them and sell them the product, service or subscription and we exchange value for money, ultimately the business can start to make profit if your numbers are correct and then we can start operating like a business. 

The next question then is who are they? 

You’re talking about them; they have a problem, who are they and essentially who’s the market?

Who are they? Who is the market? 

Kyle: You should by the end of your business week have to find a market, have to find a basic demographic avatar. 

If you nail this everything else is easy. Well much easier. 

Coming into this guide you should have your market’s basic problem statement. 

What problem is it they’re trying to solve? 

If you have that statement you’re in a very good position to start beginning your content production.

At this stage all we need to have is the problem statement. 

The next thing to just understand is when we ask the question what content to produce? 

Because the whole idea of this guide is to take the guesswork out of this, the next philosophy is remember that the audience/the market has a problem. 

So what is the best way in which to solve the problem?

The best way is basically to solve the problem, the best way is to educate and a lot of people do not do this when they create content they tend to talk about themselves a lot. 

Instead, we are focusing on the problems our customers have, the problems that our market has and we are talking to them educating them about how they can get rid of these problems.

Educate/answer first

Harms: Think about answering their questions. 

So one of the core ways in which to educate them is to answer the question. 

The idea of educating and answering the audience’s question first is extremely powerful. 

But a common objection we get is I am not a teacher. I don’t want to go to school with a bunch of schoolchildren and answer their questions, I signed up for business because I’ve got a passion project or idea or I want to make lots of money. 

All of those are fine but we have to remember that we’re not educating in the sense that we’re going to be a schoolteacher, we’re educating in the sense that by answering and solving our market, or our potential customers’ problems, our audience’s problem, we build trust, authenticity with them. 

We build authority with them and we become the go to person, so that later down the line when we have our core product or service to sell, which is £5,000, £2,000, £10,000 the sale becomes a lot easier because the entry point of discovery for your customer to you was made so much easier. 

Because you started to answer their fundamental questions earlier. 

Think about it as educating your customer on who you are, what you produce, but not by saying I am this, by instead answering their question and getting to the root of the core problem very early.

Kyle: When we talk about education when we talk about teaching if that still rubs against what you think of yourself. 

If you don’t want to think of yourselves as a teacher that’s fine. Use the word expert instead, you are an expert telling people about your particular business niche, telling people about your expertise. 

We’re going to use ‘educate’ because that’s much simpler but you can switch this in for ‘expert’ if you want.

Harms: Let’s move onto how we remove all of the guesswork out of that question, what content do we produce. 

Because when people typically think of what content do we produce the first thing they think about is what does my audience want to hear and then the next default question is what do I think is the hot subject right now?

What do I think is the common trend? 

What do I think people want to hear? 

We want to flip that and say none of that is actually relevant, but we want to show you why and how that’s not relevant because we have a mechanism and a process in which you can go through in order to remove all of the guesswork and put the focus on them. 

The audience and their problems and the way we do that is not by talking about ourselves but by helping them, a big mindset shift. 

But we have a process in order to validate that but also make it extremely easy for you going forward. 

The way we do that is by identifying keywords and key phrases.

Keywords/keyphrases

Kyle: We’re going to be diving into the world of SEO. 

It stands for search engine optimization. 

What that means in real terms, it is the art and the science of getting to the top of Google so that when somebody searches on Google your business or your website is going to appear at the top of Google. 

That’s kind of all SEO is. 

You are changing your website, you are changing your content so that Google can read it and Google knows what value you have, and then Google will then go and show it to other people. 

People make it very technical and very complicated, but in essence that’s it. For being at the top of Google is very important for your business, but it’s not what we’re going to be focusing on right now. 

SEO requires you to have a website and what we’re talking about the content strategies in the audience section do not require a website. 

You don’t need a website.

If you have one great, if you do not have one fantastic we’re going to be using other platforms to publish our content. 

The reason we talk about SEO is because we need to extract these, I’m calling them the magic we need to get these keywords and these key phrases out of Google, because Google has all of this information about what it is that people human beings, your potential customers are looking for online. 

Google has this information and we’re going to extract it for our needs.

So why are we talking about SEO?

Harms: Imagine someone sitting at home they get their mobile phone or laptop sitting on the couch and they have a problem to solve. 

Remember the case study we’re talking about in this guide, which is Yoga with Adriene, with yoga with Adriene let’s assume the customer types into their smart phone can yoga help me with my lower back pain?

 And into their phone they are typically typing the problem into Google. 

That is the most common area where they type their problem into because what then Google does is starts to show them, and this is where SEO comes in areas in the Internet or what people are producing which can help answer the question. 

That’s the important thing here, solve the problem, answer the question. 

It will bring up some articles, it may bring up products, it may bring up YouTube videos, it may reference certain experts who can help answer that question, and that’s what Google does. 

Now what Google also does is allows us i.e. marketers and business owners to access that information and it’s incredibly powerful. 

Think of it as SEO gives us the language in which people search for their problems online, and that’s very powerful. 

You have direct contact with somebody’s problems wherever they are in the world, the moment they type the question the data gets pulled by Google and that data then becomes available to us. 

Why is that data important? 

Because it completely demystifies what content we need to produce. If you think about what everything we spoke about so far is talking about solving the market problem, what greater problem to solve than the actual question they’re asking. 

Extremely now powerful leverage we have thanks to Google and the data it pulls.

 Kyle: As a business we have a solution. 

We have a solution to a problem. 

The person sitting at home on the telephone has a problem. 

Google acts as the bridge between and the way they find us is through language. 

We don’t really think about this much but the way we interface with the Internet is language we’re not using for example emotions to talk to the Internet, maybe in a sci-fi book yes, absolutely, we would be using emotions to access information. 

But no, we use language, we use words to connect to the Internet and talk to it and find what you are looking for. 

So Google is acting as a bridge between us and our customer, we need to know what these words are that allow people to find us through Google. 

And if we know those words, if we know the language being used we’re able to become more visible.

Harms: We’re focusing on Google because it’s the powerhouse it helps identify those words which gives a head start. 

This also plays out in social media, Facebook, via hashtags or you can put something into the search bar on Facebook, Amazon via e-books, you can extract people’s problems by finding categories and e-books. 

You’ve got it in podcasts, iTunes is really good for this, Spotify is now expanding here, video, YouTube, so that’s another place that people typically type in their problems and also can find solutions for their problems and there are lots of other platforms. 

Twitter, for example, is powerful in order to find problems via hashtags of topics of discussion by hashtag, but we are focusing on Google because Google really makes things easy and it’s got a data store for us to extract.

Example: Yoga with Adriene 

Harms: We’re using yoga with Adriene because there was a Guardian article which is a newspaper in the UK and they did an article about yoga with Adriene.

Kyle: They talked about how she built up to become the Queen of quarantine.

I think she’s called now because she’s done very well during the corona outbreak. 

There’s an interview with Adriene to talk about how she started seven years ago, and how she built up to where she is today, which is making around 180,000 dollars per month on YouTube. 

They talk about they had a plan at the beginning, they didn’t just start shooting random yoga videos. 

They didn’t shoot what she fancied shooting that particular day, instead they had a plan in place right at the beginning, which was based around what people were actually looking for online. 

Adriene knew the people were searching for back pain, yoga for lower back pain, yoga for mid back pain, yoga for upper back pain, yoga for service industry staff who are on their feet all day, yoga for nurses. 

They were very specific niches so instead of just doing yoga as a wide topic instead, Adriene did very specific videos for very specific needs and as a result of that, she was able to become more visible to the people who had that particular problem.

She was able to solve a particular problem and grow her channel exponentially much faster than the competitors.

Process

Harms: What is the process in order for us to replicate what yoga with Adriene did for our business niche? 

For our idea, our marketplace, for the audience and their problems within our marketplace. 

Let’s talk about the process in identifying exactly what content to produce. 

Within this process we are very much focusing on two things, and the two things are based on identifying keywords and if you remember that is identifying what language, what words people are using into Google.

The basic shape of the process is this. 

We’ve got two core things that we will cover number one is what happens first, and that is the gathering stage. 

We want to collect as many keyword and keyword phrases related to your niche as possible. 

Second is now we’ve got this big pot of problems and we scooped up as many as possible. 

Maybe it’s a bit of a mess, maybe there’s too much in front of us, the next thing we want to do is filter these keywords down. 

We want to narrow down this list of key phrases based on three metrics to identify the best words or phrases to start talking to first and this will make sense as we go through the process. So what will you be left with as an end result? 

Ideally, one a list of key phrases within a document Excel spreadsheet or Google sheet or something similar where they are ranked from most important to least important. 

Then we can start working down the list, so that’s what you’ll have as an end result by following and working through this process. 

The list gives us a list of things to talk about and things to create content about and this is all data driven and we remove the guesswork from it.

It is extremely powerful, so those are two things, gathering and filtering.

Kyle: I like to think of this as panning for gold. 

You go to the river, you have your pan, which is basically a wooden frame with a fine mesh. You pour in a load of dirt from the bottom of the river and then shake it and what you’re left with is gold. 

When we go to Google, we can get a huge amount of data, just an obscene amount of data. 

Google makes all of this accessible to us so we will gather up what we need first and then we can filter otherwise we will be overwhelmed with the amount of information we are given.

Gathering

Kyle:  Let’s first talk about gathering and then we’ll talk about how we filter. 

First up for gathering I’m going to give you four different options. 

Now there are hundreds of tools out there for finding keywords and key phrases on Google, we’re going to give you few to start.

They are all quite similar but they come at different price points with different functionality, et cetera these are ones that we use and are quite accessible for you to start using because right now you don’t need to go that deep. 

We just need a basic list. 

The first tool and really the best tool is actually using Google’s own tool called Google AdWords. 

This is like tapping directly into the source of Google’s data, we can ask Google what people are searching for already and Google displays all of the information for us. 

There’s gold down for sure but finding it’s really hard because of the sheer amount of information. 

The sheer amount of water in this particular example in this metaphor. 

Google AdWords is free and it can be accessed by anybody out there because Google wants to encourage people to access information because that’s how you then get into advertising with Google, which is where they make all the money. 

We can plug-in keywords and key phrases directly into Google AdWords and it will give us a list of these are related keywords and key phrases. 

This is how many people are searching for it. This is the competition you will have, this is how much you would pay if you were advertising. 

It will just give you a mass of information that is too much for right now. It’s a free tool so it’s great to have a poke around with. 

However, the learning curve is very steep. 

It can take months if not years to really get to grips with how Google AdWords works and you as a business owner, you need to be focusing on different things right now. 

I do recommend having a look at it, but there are easier tools. 

There are easy ways to access information which we will be talking about now.

Harms: Our suggestion would be go to Fiverr and hire someone who is an AdWords specialist or keyword research specialist and just go to gigs and the category should be reference keyword research.

They will use a tool like this or some of the ones we’re going to share in a moment in order for them who have spent years mastering the tool, they can do the work for you for a small fee. 

It’s going to save you the time spent on that steep learning curve. 

Because yes, this is where the data is. 

But remember, the money is in actually producing the content. 

What’s the second option that they can use which doesn’t maybe have a steep learning curve and is accessible to most of us.

Kyle: The second option is a tool called Ubersuggest. 

It’s very similar to a lot of the other tools out there. There are bits of software and websites that are built upon the data that Google AdWords gives us, but they filter and seek to make it a bit more easy for us to access information. 

They’re doing a bit of legwork for us as a result of this, we normally have to pay for them or we have to sign up, but again for basic research you can use the free version on most of these tools and get away with it. 

I’m going to put in back pain yoga based on what we’ve talked about with yoga with Adriene, but this is mainly just to give you an example. 

And you can see it’s giving me keyword ideas and this is the really important stuff here. 

It’s not only giving me ideas it’s telling me how many people search for this particular term on Google each and every month. 

This also gives me a difficulty ranking. 

Something like back pain yoga has a much higher difficulty than lower back pain yoga, which is more specific. I can actually click on keyword ideas and Uber Suggest will give me a great big long list of different keywords and key phrases that I can discuss. 

Each of these could potentially be a topic that I talk about. 

Each of these is the seed of a piece of content that I can produce because I’m an expert in this particular area.

Harms: Think of that now as you told somebody or you’ve got this automated robot that dives in to the bottom of the sea it pulls up the dirt and by the time you’ve come back to the beach or the riverbed the robot has laid out the golden nuggets are bits of dirt in order of quality. 

That’s essentially what this keyword research tool does and then you’re looking at this, laid out a bed of gold and dirt and you say okay, I like that I’ll take that.

Kyle: Importantly it allows us to answer questions with data so if we were thinking we’re going to make some yoga about back pain videos should we make them about lower back pain middle back pain, upper back pain? 

Without any information we will just be basing this on anecdotes like, I know a lot of people who have lower back pain. 

This is how most businesses do their content instead, Google is saying no you should do it this way because 10,000 people are searching for lower back pain, 400 people are searching for middle back pain yoga. 

You can do this with any niche with any particular question you have the raw data telling you what the answer is.

Harms: The third option as part of these different ways to gather information is a very similar tool to Ubersuggest it’s called keyword tool.IO. it is similar but different in regards to the results that it filters. 

What’s cool about this in particular is it can pull keywords from different platforms such as YouTube, eBay, Instagram, Twitter, and that’s different. Whereas Uber suggests it may be pulling it from the Google data, Google AdWords, keyword tool.IO is pulling it from various platforms, which is really powerful. 

But it will come with a price tag as well.

Kyle: Keyword tool.IO has Google, YouTube, Bing, Amazon, eBay, the play store, Instagram, and Twitter so you can search for keywords on all of those platforms, which is a really cool way of finding keywords using different places. 

That will come into play a lot more when we talk about platforms later. 

But right now we’re just trying to find out how people talk to the Internet in order to solve their problems.

Harms: Remember it’s just a gathering phase, so we’re not looking at anything in particular. 

Kyle, what is one of our favourites?

Kyle: It’s a tool called Answer the public.

The great thing about Answer the public is it goes through the Google data and pulls out specific questions. 

There are lots of people who go on to Google and ask direct questions like, how do I cure lower back pain using Google. 

They type out the full question or a truncated version like how to fix lower back pain, yoga et cetera.

We are looking for people’s problems, remember, so Answer the public helps us by giving us the direct questions people are asking. 

The way it does is it basically just adds what, how, when, why and where to the search engine query and then it pulls all of the different what questions all of the how questions, all the when questions related to our topic area and that gives us the treasure trove of actual questions.

Harms: We appreciate business owners don’t necessarily understand the nuances of how we should produce content and what shall we talk about, one of those nuances is what is the modifier? 

Is it a what question? 

Is it a how question? 

Is it a when question? 

Is it a why question? 

Is it a where question? 

These are modifiers and what I love about Answer the public is that it lays this out as a sentence in which we can answer the question from that sentence. 

That was the fourth and final one, but there are many keyword tools and research tools and software out there to help you achieve this goal.

With all of this, you don’t need to go crazy. 

Remember what the purpose of this is for we want to extract a handful 10, 20, 30 keywords or phrases that are essentially people’s problems that we can talk into. 

So yes, some people get really excited with this but we’re not doing this for the purpose of creating a full SEO plan, we’re not developing something of a 12, two-year period that we want to drive lots of traffic to. 

That’s not the purpose of this, we want to just talk directly to our customers who are sitting at home typing problems on the sofa and that’s the key here. 

That’s the ability for us that we want to access we’re not bothered right now about ranking number one in Google, that’s not the purpose. 

The purpose is to find data driven problems that our market niche has that’s important. 

Filtering

Harms: Let’s now cover the second part of refining this listing and that is the filtering process. Filtering that data in order for us to have a list that we can go to and start producing content from. 

Kyle, what’s the first approach when we’re filtering this list down because we’ve essentially got lots of data now.

Kyle: Because we’ve used multiple tools, we have multiple lists in Excel files or however you saved them from these tools. 

If you have just got a list from Ubersuggest and you’re happy with it and you’re ready to get started. 

Fantastic. Just get started, you can start to produce content. 

If you do want to go a bit further though, you can take all of these different lists and pull them together and then start to filter it down and find out the actual best keywords and key phrases to use. 

Let’s say 1,000 words you’ve thrown you have managed to gather together, you can find the top 10 or top 20, 30 that you should be talking about. 

Because we’ve gone from this very large group to a much smaller group we can make sure the quality is very high.

Harms: We are now looping back using the Google AdWords tool, but rather than look at the data raw we’re going to be simply copying and pasting the list that we have, the keyword and key phrases we have into Google AdWords. 

Now we’ve got a focused list, now we’ve gathered keywords and key phrases from all the other places we’re now bringing it back to Google AdWords because it has an additional tool which makes life a lot easier when ranking or ordering our list. 

How do we use the AdWords tool now?

Kyle: Just as a reminder because we’ve gone through a lot of different tools for lots of different names. 

Google AdWords was the first one we just mentioned in our list of four, it’s the official tool from Google. 

The one they put out there to give people access to their data we didn’t use it for the gathering phase because it’s too technical, there is too much information and the learning type is too steep. 

However, it is good for this phase, which is filtering because what we’re doing is taking our list that we’ve gathered up, taking it back to the source. 

Taking the curated list back to Google to say, how’s this list? Has my research been good?

Can you tell me what the best things are? 

Instead of asking Google to give us 10,000 keywords with no particular context information we are taking our list to Google and just asking them if it’s okay or not.

Harms: What is the process and what are we looking to get from this tool?

Filter/Processing the data

Kyle: The process is basically copy and paste. 

You go to AdWords; you will need an AdWords account now it is free to set up.

You just need your credit card to verify your identity, you do not need to spend anything, it is a free tool. 

Once we have set up a Google AdWords account we’re going to find a keyword planner which is one of the tools in there and then we just copy and paste in all of our keywords, all of our key phrases and click go. 

That’s it, that’s all the technical parts. 

We are going to look at the historical data because Google has collected data since 2005. 

I think it is on all of these search terms and it will be able to give you an overview of how many people search for everything each month, what the competition is.

Harms: It’s essentially checking its databases for two core things, which is search volume and competition, but we don’t overly worry about that because we’re going to break that down and explain to you exactly what we are looking for. 

We’re looking for three core things, and once you understand this principle it is really cool because you can start to look at data, especially when data is driven from what problems do people have, in a completely different light. 

It’s a very powerful way of understanding three core elements in order to filter people’s data down. 

Kyle, what are we looking for?

What are we looking for?

Kyle: Google will show us all of the keywords and key phrases we’ve copy pasted in; it’s going to show us the search volume. 

Search volume is how many people are looking for this every single month, a high search volume might be a million people are looking for this every month. 

A low search volume might be ten people looking for this every month. It’s also going to show us competition. Is this high competition, medium competition, or low competition? 

The first thing we’re looking for are big topics so these will show up because they’ll be the ones with really big search volumes. 

These will be the related terms that have the largest amount. Generally, the search volume is going to be orders of magnitude bigger. 

So for back pain for example, if you are looking for back pain yoga or back pain in Google AdWords the big three topics that will fall out will be lower back pain, middle back pain and upper back pain. 

You’ll see these right at the top as the key phrases have the highest search volume.

Harms: Once we identify those areas in this case we’re looking for three and again it is not to overcomplicate here, but what we then have are these larger categories and we theoretically can repeat the whole process that we spoke about, now within these three categories. 

We can start to gather in lower, mid back and upper back as an example. 

We will have a set of keywords now or problems that people have within these three categories, and that’s where we can start to really narrow down and get a niche down. 

That’s essentially what we’re looking for, that allows us to start to sort our content for audience members within these three areas. 

That’s extremely powerful. 

It also gives us a great insight and indication on what the big problems that people have and then honing down from there. 

That’s the first thing we want to do. 

We want to extract or identify or look for or spot the big topics. 

The second thing we’re looking for is high impact keywords. 

A high impact keyword is something with high volume, high search frequency per month, but also has low competition and low competition means not many people are helping or solving people’s problems within this area. 

Not many people are talking about it from a business or an expert perspective. 

We’re looking for high impact keywords. 

High impact keywords essentially have a high search volume but very low competition, and that’s a place to really speak to.

Kyle: For business owners supply and demand is parallel here. 

The demand is the number of people searching for a solution for this problem. 

If there’s a million people searching how to fix my lower back pain using yoga that’s a million people out there every month typing this into Google as they have a problem that’s high demand. 

Now if the competition is shown as low on Google that means the supply of information, the supply of other businesses or other websites of other experts out there is low. 

There’s not much of it out there, so we have a low supply and a high demand which, in business terms, is somewhere we want to be. 

We want to be the one supplying for that demand, that’s where a market can be created.

Harms: That allows us to get quite granular now. 

The third and final one really, really helps narrow down exactly what we want to speak about and that is speaking to intent, identifying the intent of the problem. 

We want to sort these phrases and keywords that we’re starting to extract by the intent. 

Another way to phrase intent is why exactly is someone writing this into Google? 

What exactly are they hoping to achieve? 

That can be broken down into three areas, what are those three areas?

Kyle: The three intents that we tend to use for the keywords are informational intent. 

These are people looking for information, then there’s commercial intent. 

These are people who have got information they need and are moving towards a purchase and they’re thinking I need a bit more information about what products are available, what’s the best product? 

Then we have transactional intent the third type, which is I’m ready to buy. 

These are people who have got their credit cards out they’re online and about to make a purchase. 

Informational intent would be how does bitcoin work? 

They’re looking for information only at this point, that’s fine. 

What if somebody then comes and types the best bitcoin service. 

Now this is commercial intent. 

They have already learnt a little bit about bitcoin hopefully and they are now looking for the best place to buy bitcoin.

This is commercial intent and finally we have someone who types in to buy bitcoin. 

That’s transactional. 

They are ready to buy bitcoin and they’re going to buy bitcoin today. These are three different types of intent.

Harms: What’s the next thing we need to consider here Kyle?

Kyle: Normally when people are doing SEO campaigns. 

Normally when they’re doing this SEO research they’re trying to go for commercial and transactional key phrases, keywords, because that’s where the money is. 

That’s where the sale is. 

Imagine if you are top of Google for buying bitcoin making a lot of money by being at that part of Google. 

However, that’s also where a huge amount of competition is because there’s so much money to be made at this level at commercial and the transactional intent key phrases. 

That’s now what we’re doing right now. 

Right now we are researching keywords and key phrases to produce content to start to solve people’s problems to warm them up, so that they can later become a customer. 

We want to focus much further down the line in the informational content which means we can focus where there is less competition. 

We have a higher chance of getting seen because of our information and helping a much larger group of people to solve their problems.

Harms: That intent is very much in the offer section tribe and offer section where we are now leveraging tools such as Google AdWords or something like that in order to make a sale. 

But remember we’re not there as part of the BATON system we’re still building an audience. 

So what we will do is talk to the audience and provide them with information on why we, our product is the one to trust and purchase when the intent changes, when they get to commercial and transactional why they should choose us. 

Doing it via this method yes, there is less competition but what it does, it opens a door to a higher search volume. 

There’s going to be a greater intent for different areas of research. 

More people are going to be searching for information on bitcoin i.e. how does bitcoin work versus buy bitcoin. 

There are going to be less people searching to buy bitcoin more people searching for how bitcoin works. 

We want to win the game here because when they come to transact, it becomes a lot easier because they spent all of this time with us. 

We were the people who have given them information, we educated them. 

We may have faced a camera and they got to know us over the time as well. Maybe by this point, they spent time hanging out with us. 

They’re asking specific questions so and so forth. We want to get to them early.

Kyle: There are two big wins. 

There is volume so every ten people searching buy bitcoin there are probably 100,000 searching what’s bitcoin or how does bitcoin work?

There’s going to just be a huge amount of people at that end of the funnel that we can address and the second thing is authority. 

By being the person who does educate and tells people how bitcoin works we are then going to be the ones later down the line when they have commercial and transactional intent, we’re going to be the ones they come to further down. 

So yes, this is a long game but that’s really what the BATON system is about.

It’s about creating this platform where you can progress people from business, audience, tribe, offer and network.

We are progressing people instead of just jumping down their throat trying to sell them bitcoin.

Harms: The advantage for us using this mechanism, this technique is we get volume and we also get early access to customers and that’s the key. 

We’re getting to them right at the start when they’re curious, when they’re just trying to discover something new, and by being the people who help that discovery and this is where the teacher part comes in. 

What if you get early access to your potential customers and teach them and start to help guide them into buying. 

This is the same across all platforms. 

We’re looking at Google but this is no different to social media, Amazon, podcasts, YouTube videos, having a Facebook account or Instagram account that solves people’s problems. Or writing a blog that helps solve people’s problems. 

It is all essentially the same but the idea is we’re getting to these customers early and that’s powerful. 

By the end of this process we narrow down by working through these three core areas. 

One finding out what these big topics are and allowing them to help define our categories for where these high impact keywords will now sit underneath and then, finally, we’re now filtering for intent. 

All we want to focus on is getting rid of the commercial and the transactional intent and just being left with the informational intent, people who are curious and looking for information. 

That’s where there will potentially be the highest search volume and we can get access to these customers early. In order to find out what our customers are talking about we go to Google for this data and we do this as part of two core phases. 

Number one is gathering. 

Think about that in terms of the riverbed analogy here mining for gold as part of gathering these keywords and in the second phase is now filtering these keywords. 

So we have an end result. 

Kyle, what is the end result we want to be left with?

End result

Kyle: After all of this work, filtering down, we should be left with a list so a Google sheet or Excel sheet, which has a list of these key phrases and a list of key topics that we do want to talk about. 

These are going to become the seed key phrases for content that we produce. If you have just got something from Ubersuggest or keyword that’s fine, that’s a really good place to start. 

That does put you ahead 95%, 99% of the competition. 

If you went further and collected from multiple tools and then started to filter down that is even better, you’re going to have an even more valuable resource going forward. 

Think of this as the foundation of your content plan moving forward. 

You’ll know the big topic areas, the high-volume low competitions. 

Remember, we called that the high demand, low supply, this is a really good place to be operating and you’ll also be focusing primarily on the informational keywords. 

The keywords that people are asking questions and looking for your expert advice, so you should have this list in an excel sheet of 30, 20, 40, 50 doesn’t really matter. 

You just have an amount of key phrases that allows you to get started.

Harms: How long should my list be? 

Kyle: As long as it needs to be for you to start working on it. 

If you have 20 to 30 key phrases that is great and even if you were doing one piece of content a day that’s going to last you about a month, which is a solid amount of time.

Harms: We could generate thousands of words and it will take us a while, but that doesn’t serve the purpose of building the audience.

Remember the highest impact task is creating content off the back of the research that you’ve done. 

You’re already head and shoulders above everybody, you’ve got a list of 20, 30 keywords that is six months’ worth of content easily if you work into a specific content panel structure. 

That’s also a months’ worth of content if you are doing it every single day. 

The key here is rather than spend time procrastinating by creating lists of thousands. 

Yes, you may be excited and feel like you’ve uncovered the world’s problems, but unless you solve them and speak to their problems we’re not achieving anything, we’re not building an audience and what happens after that? 

We don’t make a sale later down the line. 

Remember, this is a business as soon as we can start creating content, the sooner we will start to create sales. 

That’s important here.

What you have learned so far:

• What content you should be producing
• Moving from guess work to identifying peoples real problems
• 4 ways to research what people need help with online
• Compiling a go to list of content topics

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