Lately, there is a lot of talk about content strategy. What is it? Well (fingers crack), it’s the coordinated efforts used in creating valuable content and leveraging multiple digital and traditional channels to deliver it. This content should also be optimized for search engines so it can be found by web users with the goal of having them engage your organization and other members of your community, share the content, and ultimately convert on your web properties.

 A great example of a coordinated assault is a radio host that is ahead of the curve in using digital channels to augment his show’s presence. Alex Jones – hyperbolic windbag to some, prophet to others – is a radio host that found a sweet spot by breaking the left/right paradigm of current political punditry by blasting both sides and focusing on government corruption and conspiracies. Growing public skepticism of government and mainstream media, along with a sort of doomsday zeitgeist are reasons for Jones’ popularity but his content strategy is just as important in growing his audience and more importantly, keeping them.

Components of the Strategy

Jones’ content starts with his radio show. This is a good building block that most small businesses don’t have the luxury of leveraging. He has a daily, three-hour radio show that began in Austin, Texas. He feels he is a soldier in the information war – “a war on for your mind” – and it is his duty to tell the side of the story that “mainstream media” doesn’t tell. No matter where you stand on this it is at least a compelling mission statement.

The radio show, which in the old days was more than enough, is now just the tip of the content iceberg. Jones live streams his show on the website and staff members create dozens of articles that support points developed on the radio show. Throughout the show he constantly refers listeners to Infowars.com and PrisonPlanet.tv. While on these websites users browse articles and video that is surrounded by strategically-placed ads for his shows, other websites and channels like social media. He also uses website real estate to promote a wealth of products including his own movies and documentaries. His content strategy here is to develop content that underscores topics on the show while promoting his media and sponsors across all channels.

Digging deeper into the website’s content, Infowars.com is a news outlet-style website that focuses on continually pushing out articles with sensational and optimized headlines. Sometimes outlandish facts brought to light on the show need a quick fact check in order to digest. And sometimes a search query on a certain topic will bring you scores of content created by the Infowars staff! His PrisonPlanet.tv site focuses on original video content in the form of excerpts from the show, nightly news-style topic roundups by Alex or other “anchors” in his organization, and exclusive interviews. His show is now layers deep, engaging fans, gawkers, and casual surfers on many levels and away from his radio show.

Next is the podcast. Podcasts are the hottest things since blogs right now, for businesses and thought leaders of all levels, to get out there with original content. Podcasts allow hosts to create environments all their own with a unique vibe, content, pacing, audience, and sponsors. Creators have far more freedom in a podcast than they would on regular TV or radio. Podcasts are on-demand entertainment perfect for long commutes or exercising. Avid podcast listeners (or viewers) generally use a podcast app on their phone to follow their favorite brands and personalities to listen on the go.

Circle of Life

Jones’ basically offers his show to millions more potential listeners by having it available at all times. This serves to bolster his bottom line, as the commercials on his podcast are strictly show sponsors or commercials for his own content. Alex Jones basically created another revenue stream for himself, away from his website and the radio dial, by creating ad space in a podcast. Like the radio show, he drives podcasts listeners to the sites for products and exclusive content.

In addition to these content streams is his social media presence with the usual conversations around topics and articles, but Jones takes YouTube to a new level. The Alex Jones Channel has millions of views with videos highlighting interviews, news segments, and other headlines, along with personal POV video shot by Alex with his phone as he confronts people on the street or wakes up in the middle of the night to rant. This, along with the website, helps widen his audience to a global theater. Again the videos drive users to the radio show and websites. Subscribe to this channel and get waves of content on a daily basis.

Each channel delivers varied content that brings added value to the core, or the radio show in this case. They enrich the followers’ experience, support the shows mission and create additional revenue streams for advertising while providing a platform to further promote the show and other accessible content points. No matter your opinion, this is a content strategy firing on all cylinders. The key is to find people doing it right and model the methods that work for you and your business.