How to Implement The 7-11-4 Rule

According to the Australian entrepreneur and author, Daniel Priestly, a prospect needs 7 hours of engagement, across 11 touchpoints, in 4 separate locations before they buy from you.

Let’s break this down and see how you can use the 7-11-4 rule to convert more strangers into followers and followers into buyers.

What is the 7-11-4 Rule?

The 7-11-4 Rule is a content distribution strategy designed to optimize engagement and visibility. Here’s a closer look at each component:

7 Hours of Content: This refers to the total amount of content you should aim to produce. It includes various forms of content such as articles, videos, podcasts, newsletters, etc.

The goal is to create a substantial amount of content that can be broken down and repurposed across different platforms and touchpoints.

11 Touchpoints: These are the different interaction points where your audience will encounter your content. Touchpoints can include email newsletters, social media posts, blog articles, webinars, podcasts, etc.

By leveraging multiple touchpoints, you increase the chances of engaging your audience, reinforcing your message, and building trust.

4 Locations: These are the distinct platforms or channels where your content will be distributed. Locations can include your website, social media platforms, email marketing channels, and third-party sites or blogs.

Distributing content across various platforms ensures that it reaches a broader audience and enhances your overall online presence.

How to Implement the 7-11-4 Rule

First things first, this isn’t about creating 7 hours of content, distributing them across different platforms, and waiting for buyers to start flocking in.

It’s about creating a content ecosystem that demonstrates your expertise and builds trust with your audience over time.

Consider it the essential baseline of content that you need as you continue creating more. Of course, quality is crucial—if the content isn’t relevant or valuable, it defeats the purpose of creating it.

Implementation is going to look different for everyone depending on your audience, your offer, and the platforms you’re active on.

Follow these simple steps:

1. Identify the platforms you’re going to share your content on

2. Identify the needs, fears, and desires of your target audience

3. Develop your content strategy including your repurposing plan

4. Create content that educates, entertains, and inspires

5. Distribute your content and monitor performance

Pro-tip: One of the most efficient ways to create 7 hours of content is to start a podcast. It’s the easiest way to create long form content that could be repurposed across multiple channels. Even better if it’s a video podcast.

Your Strategy In Action

Here’s what this looks like in action:

For example, let’s say your main platforms are:

1. LinkedIn

2. YouTube

3. Newsletter

You could create a weekly long-form newsletter, use it as a script for your weekly YouTube video (with minor adjustments), and extract a few LinkedIn posts from it (of course, you’ll have to spend some time working on hooks for these posts).

If you do this right, you’ll be doing more than the majority of creators. But you don’t have to stop here. You could do more if you choose to.

You can export the audio from the YouTube video and upload it as a podcast. Then, you can cut a few highlights from your video and post these as shorts on Instagram, TikTok, and LinkedIn.

Even better if you use your LinkedIn posts as a script to record your short-form videos (mainly because you’ll have better hooks than simply cutting sections from the long-form YouTube video).

This is just one way of repurposing content.

You can add X/Twitter into the mix. You can also repurpose some of this content and share them as Instagram stories. You could take a few quotes from your video and post them on your Instagram feed.

Just keep in mind, more doesn’t always mean better. Make sure that every piece of content is a good stand-alone piece that serves a purpose.

And most importantly, don’t stretch yourself too thin, especially if you don’t have the time or resources to be active on several platforms.

If you enjoyed this, share it with a friend.

Until next time, keep creating!

Omara

P.S. Need help with your content strategy? Let’s connect for a quick discovery call and discuss how I can help you.