Topic Wheel Drives Massive Authority and Power to your Business

The topic Wheel is one part of personal branding and content marketing.

We have a course on content marketing, which says, how do you create content? How do you organize the content? How do you produce the content? 

So, the benefit of being part of office hours is that we give you access to everything.

It’s like Netflix. 

And if there’s something that you’re not sure whether we have or not, ask. We probably do.

We just might not have put it in the library, and we have a course catalog with over a hundred different courses. 

I understand many people get confused because there are so many courses. 

So, we like to recommend one at a time. It’s like the library, where we’ll give you access to anything you want, but we recommend doing one or two things simultaneously.

Then as you get those things done, ask for more. The beauty of a group like this is that people like me and other teammates can look at it and give you feedback.

That will save you a lot of time as well. 

We could create the videos. We could start making the videos before we go through the topic. 

We believe in learning, doing, and teaching. 

It would help if you are always learning, but you must take action. As you take action, you can come back and tune in.

The thing with video is that until you’ve made 50 or a hundred videos, you don’t even have the data to tell what’s working the best.

Also, you’re getting better as you’re making these videos. So, over time, you’ll structure it into the topic wheel. 

For Example, you have topic wheels for people and companies. With a funnel, you can make a topic wheel pretty nearly anywhere.

topic wheel
Example of Topic Wheel

So, if you put yourself or your company in the middle, this is what you’re selling. 

People are buying your products and services.

What are the things you want to be known for is a step up from that, and if people were to buy your product or service, you have content around these things instead of just saying that you’re authoritative in digital marketing or entrepreneurship.

Look for other people that are authoritative in that, and can you create content with those people around those things?

So this is the topic on the outside. It would help if you had associated authority with the people you are co-creating content with,

For Example, if I’m making content with Al Casey- – CEO of American airlines- – that implies that I have some knowledge of managing businesses, airlines, and other domains where they are authorities.

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Example of Topic Wheel

And you think about these other people when you co-create content with these other people that establishes authority because of the why. 

Three Components of Topic Wheel

So, we think about why, how, and what, which are the three components in the topic wheel.

Think of it as a funnel with the top, middle, and bottom of the funnel, but you have it wrapped into the circle as in the topic wheel.

So, when you have this kind of content that ties to you, and it could be stories that these other people tell, it could be you hanging out with them at dinner or a podcast. 

That naturally ties into their expertise, which ties into who you are. So, people see that you have a connection with these other people.

It could also be content that you create as well. It doesn’t have to be content that’s co-created with other people, but that does have higher authority than somebody who’s a coach or an author. And all it is is just them talking. 

It’s always more powerful when your customers and clients also talk about it, creating social proof.

You have their success stories. More than just like, Hey, here’s my course, here’s my program. What I’m Known For is This.

When other people talk about you, you talk about yourself and then share your expertise here at the center. 

The hub of the Topic wheel is getting people to buy.

It is something that people ask all the time. They say I don’t have the network to put this together. I don’t have tons of repurposed content in these other channels. 

That’s okay. It’s just like bingo. 

Start with the different pieces you have. Where do you have details of high authority content? Put that into a Google sheet, which is your content library. 

Then, when you begin to promote it for a dollar each day, upload it on TikTok, Facebook, and YouTube, promote it, repurpose it, and convert it into a blog post.

That’s what these channel-level objects are.

For Example;

I have a piece of content with Grant Cardone, and Grant is talking about one-minute videos, saying, “Dennis wanted me to send you this, one best one-minute tip. So here’s all these tips on how to make a one-minute video“.

And that is more powerful than me talking about it. I’m going to repurpose this into all other kinds of content, and I’m going to turn it into a press release, turn into an article. 

I’m going to post it on YouTube, make an Instagram story, and have something winning.

The core of digital marketing is when you have something unique. Try to get more out of the thing. 

Topic Wheel drives value

The topic wheel is just a way of saying where I have something that has driven value for me because of my relationship, key customer, review, and a piece of authority.

What are the top things in your business that you want to amplify another channel so you can put this one thing in the machine and press the button?

Topic Wheel is a machine where you take your best-performing assets, put them in the machine, close the lid, and press the button.  

You get ten more of the same thing. I would put a hundred dollar bills in there all day long. 

I would take it. I would take stuff like this, put it in the machine, and want more out of it.

I think courses are the best if you only have a couple of pieces of great content. 

When you create training, it’s evergreen.

The beauty of SEO is this thing continues to drive massive value for us.

Let’s look at the content that you guys should be mapping out to the topic wheel. If you do any content, I believe you should be doing a topic wheel. It doesn’t matter what your channel is.

It doesn’t matter what your product/service is. If people buy based on your expertise, word of mouth, or because customers love you, you’ve got reviews or whatever it might be.

Then you’ve got to create this thing where you’re connecting your network with your knowledge. 

If you need the earlier question, you can start by creating more content out here and organizing your stuff.

So, it’s not like I’m not going to create any content until I have this perfectly mapped out strategy blueprint, then in six months, I’m going to start creating content like that.

You need to create content along the way, but you’re also not just, oh, let me just randomly start creating content.

And maybe one day, I can assemble it along the way. I’ll learn. That’s a horrible strategy too. 

You have to start with something that’s already working and that will help you frame what these other topics are.

How do you go deeper into topics that are working for you?

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.

You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.

You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.