Now that we have fleshed out more of the content that will be on the site with our discussion on keywords, let’s revisit the issue of what content will be added at the start of creating your website.
First Video Content that will be Added to the Site
Rick: Can you give me what the first few videos you plan on doing are?
Steve: One would be alkaline diet. As you pointed out that’s not terribly specific but people might go look at that. And if you are familiar with the alkaline diet and you see my video you might walk away with something valuable realizing that if I just get these cheap testing things I’ll know if I’m steering myself correctly.
Rick: So in your first video you’re talking about what alkaline diet is and how to do it or you’re talking about how test?
Steve: I talk briefly about what it is and mention a couple of books. It’s extremely short, I think the video is probably just a couple of minutes long. I just want to get something that we could look at for today if you wanted to post it. But I basically taught really quickly about the theory of the alkaline diet. One of the things I want to do with all my posts is support it with Wikipedia so that people aren’t just going to think I’m just talking out of the top of my head. There’s an article in Wikipedia that shows that a lot of dairy products actually weaken your bones because they create an acidic environment in your body and it takes the calcium out which gives you osteoporosis.
Rick: So what’s the next video post you plan on doing?
Steve: I’m going to talk about Dr. Tennant, I want to introduce him very early on and encourage people to buy his books. Right now it’s called “Tennant Info” which is a terrible title, I would give it a better title.
Rick: What’s his name, Dr. what?
Steve: Jerry Tennant MD.
Rick: Okay. What’s the next one?
Steve: I might talk about fat balance.
Rick: What about fat balance? I’m trying to get you to be a little bit more specific about what is it about fat balance that you plan on talking about.
Steve: How about this, this is kind of a provocative title, “Why fats are good for you?”, and they are. I could do topics that support the alkaline diet like “Why sugar sucks?”, “Don’t eat a lot of grain”, “Never eat soy”.
Rick: So is that, “Why sugar sucks?”, that’s actually going to be one of the next ones?
Steve: Yeah, you could take a test strip, eat a bunch of sugar, I haven’t planned that one yet but I’m just making this up off the top of my head. I can talk about each one of these for about 5 to 10 minutes.
Minimum Necessary to meet Business Purpose of the Site
Rick: That’s okay. Ultimately what we’re going to be doing here after we’re done talking about this is I’m going to talk about how you identify what the minimum amount necessary is for you to want your site.
Rick: Because that’s one of the things you need to know before you really get going. It’s good to know at the very beginning, right? What is my target? What are the things that absolutely must be done in order for this site to be up and functioning. Most people dive into the middle of their site and say what do I want my site to look like without ever spending very much time thinking about what the minimum necessary that they have to do in order to have a site that is effective at their business purpose.
Steve: Right which is providing value to somebody who wants to buy from you potentially and you’d have to provide enough value to those people for them to say I’d like to buy something from you.
Rick: Well, I think more to the point in this situation you have to provide enough value to get people to be willing to bother giving you feedback, right? Since that’s what you define as the initial business purpose that is essentially a market research.
Steve: Yeah, I think that is.
Develop Relationships Through Content
Rick: To try and find out what information people are interested in. Most people, unless you’re really good at this, are not going to respond to your request for giving feedback.
Steve: What do you think they need to see to want to get feedback and say okay, that was a good video I’d like to know more about this? What do you think they have to see?
Rick: I think what they have to do is either hate you and then tell you why they hate you.
Rick: I’m telling you this from my experience, right? They’re going to tell you that they hate and so that may be reasonably useful or they develop a relationship with you and so they feel comfortable telling you what they think.
Rick: But in large part, I think primarily what you have to do in your site is develop a relationship with people whereby they are interested in spending enough time to tell you what they think. I mean I don’t know if you’re a big Amazon consumer but I am, I buy tons of stuff on Amazon and I get stuff delivered to my house several times a week.
Steve: Yeah, me too.
Rick: Well, the net result of that is that Amazon is always asking me to review stuff. Well, I want that set of speakers but I don’t care enough about that process to review that set of speakers, right? The things I review are few and far between and it’s not because I didn’t like my set of speakers, it’s because I just don’t have the time or the interest in spending my time providing that kind of feedback. So the only time I provide that kind of feedback is either when something is really outstanding or something is really horrible. It’s one of those two contexts. So your challenge will be to develop a rapport with people that is sufficient for them to spend their time telling you what they think.
Steve: I think now that you’ve defined it that way, the more you say that the more that would almost require me to take what I’m going to talk about, let’s say I say, “Why sugar sucks?” then I take an athlete or two athletes on a given day and say before this race you’re going to eat a bunch of sugar we’ll see how you do and prove to people that these things take away from your athletic performance. I think if you start doing that I think people would start saying okay, that was very interesting, what else do you have to say? What else could I get from you that would help me run faster or perform better?
Rick: Yeah, I think there’s some real truth in that that ultimately the whole case study idea probably has a strong place in this and obviously that’s what I’m doing today right now, right?
Rick: I mean it may not feel like it but this is a case study, right? But it’s going to be on my site as a case study and it’s going to be a tool that people are going to use to help decide how they’re going to organize their website.
Steve: It’s forcing me to think if I was coming to the site, what would get me to believe this guy who claims he’s an athlete, claims he has this teacher, claims to get this great stuff for improving your athletic performance. What would convince me it’s true is if you did case studies and you said okay I’ve got two track stars here, I got two golfers here, I have two divers here and we’re going to see how they perform and their typical times. Then we run a case study and show the evidence and people might say well, that’s only one case study. Fine, if it’s not good enough for you…
Rick: Well that’s all you’re going to be able to do though, right because you’re not a big research company.
Steve: Yeah, I’m not a big research company.
Rick: You’re not going to be able to do a bunch of stuff like that. You’re going to be able to provide your own examples and I think people are accustomed to that concept. You can always point to research but what you’re looking for is a case study that demonstrates the research that you in one way or another performed and that you provide that information to them so that they can relate to the research so that the research becomes accessible to them or whatever.
Steve: Yeah. I think what you fleshed out from me is that if I want this to work I really have to focus on case studies. When I just say something I can’t expect people to just swallow it.
Rick: Well not necessarily. Not just focus on that because the other thing you’re going to discover of course is that that case study requires a lot more effort than a “Never eat soy” video.
Rick: And so it’s going to be important, if you expect to get traction with this, that you are publishing regularly and that means that some of your publishing is going to have to be easy, not everything has to be hard.
Steve: So I could put out things like why soy is terrible and cite a bunch of scientific studies of why it damages your thyroid?
Steve: And just say just read these and here they are in Wikipedia or here are links to all these studies that show soy will damage your thyroid period.
Reviewing How Categories, Content and Keywords Work Together
Rick: Right. So “Never eat soy”, what’s number 6? Now the reason why we’re doing this post title thing here is because this is essentially our test. Our test of whether or not this category hierarchy and this keyword list has anything to do with what you’re thinking about doing.
Rick: That’s what this comes down to, right? If your post titles, your category hierarchy and your initial keyword lists are all different than there’s a disconnect that needs to be resolved.
Rick: Anyway number 6. So I’d like to get through say four more. You need to have a list of 10 things that you would be likely to post on relatively soon.
Steve: How about specific herbs for endurance and you’d probably have to show some studies with these herbs that show that a mouse will swim longer in a bucket of water if they take this before they drown. I mean horrible studies but proves that they do work. We can have why saturated fats are key to cell health and I could show that with studies.
Steve: Why coconut oil is good for your liver, that’s a very specific one.
Rick: What does that have to do with athleticism?
Steve: If your liver is trashed you’re going to be a terrible athlete, your liver has to be in good shape otherwise you will be a very unhappy and unhealthy person.
Rick: Okay. Can you do anything on meditation or self visualization?
Steve: Yeah. Key visualizations before a race.
Rick: Because you were a track guy.
Steve: Yeah, I’m a track guy.
Rick: Sorry I said were. I live in a 55 plus development in desert hot springs just outside of Palm Springs and when I first moved into this place I was absolutely amazed to be sitting here right off of the chipping practice screen watching some guy 90 years old out there practicing his golf game. I was just dumb struck when I saw him out there doing this thinking to myself well, look at that, even at his age he’s really trying to get better. He’s actually trying to get better at his sport at a remarkably advance age and so anyway, number 10.
Steve: I think that goes back to the fact that we all know we’re going to die but it’s never tomorrow. So practice your golf spring because if you stop practicing then you might be thinking maybe it’s tomorrow that’s why I’m not practicing.
Steve: That might be a good title for a post, “We all know we’re going to die but it’s never tomorrow”, put that one down that could actually be pretty funny. And then the next one, 11 would be keystone habits, how to be absolutely miserable.
Rick: So the good news is your post titles and your category hierarchy are pretty closely related but I’m not quite sure where you would put the Dr. Tennant in there.
Steve: The problem with Dr. Tennant is his work is so far ahead of everything else that most people don’t know about him unless you’re a physician, a dentist, a pharmacist or a physicist. He’s kind of like Leonardo da Vinci. I have a real strong science background and I can barely follow him sometimes, he’s just that far out. Also, I want to add something to the list. I forgot there’s a very important component here. It won’t be applicable to all athletes and it may sound unrelated to you but it actually is related to most listeners and it’s gardening.
The reason I’m saying gardening is the body cannot absorb the minerals it needs without humic and phobic acids and most foods that you buy in the grocery store today are factory farmed. They don’t have humic and phobic acids and the mineral content which allow your body to absorb the minerals. So you’re faced with buying organic food which is expensive and you really don’t know how rich it’s soil is so if you really want to go to the extreme you should start your own garden and learn to garden organically. Otherwise there’s 3 things you put in your body everyday, air, water and food. Your air should be clean, that goes without saying, you shouldn’t be smoking, shouldn’t be around you know a lot of contaminants. Your water, you should not be drinking chlorinated water and your food, the best food you can get today is stuff you grow yourself because you have full control over it. Even though it sounds kind of weird and really out there, if you really want to be healthy and be an optimal athlete you will try to grow at least some of your own food.
Rick: I suppose gardening probably comes under lifestyle, doesn’t it or can it stand on its own?
Steve: It could almost stand on its own and I’m actually planning on doing a video on a really easy way to garden that’s low resource. Yu don’t have to use a lot of muscle power, it’s really actually very easy and it’s developed by a 90 year old woman who is very successful at what she did and she just didn’t feel like working so she came up with this gardening system.
Rick: Well I think gardening for athletic performance, it just about sounds like “How to eat an elephant”. I mean I think that’s a pretty good if not a bad title.
Steve: Oh it’s really, it’s a crazy title but it might just grab people.