The steps to building an effective, online content pirate ship that will surprise your competitors, aren’t flashy or interesting.

But they are effective.

Step 1: Know which content ship to build before you build it.

There are three modern forms of shipbuilding in the value creation space online: writing (i.e. blogs, books, etc.); audio (i.e. voice search, podcast, etc.); and video (i.e. performing, editing, etc.).

You’ve got to know which one of the three is at the edges, which one of the three is the most valuable to you, and which one of the three will get you the furthest.

You’ve also got to just pick one. Better to pick the one you’re good at, rather than the one that’s most popular right now.

Step #2: Pick the right content slip, the right building tools, and the right materials to build.

Knowing your own intuition is key to the first part (pick the right slip) because, as the person building the pirate ship, no one can tell you what the “right” slip is. And, if you try to build a pirate ship in another slip, too far away from the water (i.e. other opportunities) you fail.

Knowing yourself is the key to the second part (pick the right tools) because, even there are many low to no cost solutions to building a pirate ship of valuable, online content, every tool is not for you. And there are a lot of dead ends.

Knowing what you want to accomplish with the ship you’re building is the key to the third part (pick the right materials) because if you pick the wrong shipbuilding materials, your pirate ship of content could sink before it even leaves the slip. Or, much like the Spruce Goose of old, it could only fly once. And then crash.

Step #3: Execute the building with patience, perseverance, and prayer.

Execution (shipping) matters more than anything else in building a pirate ship, and that means struggling through self-doubt, other people’s doubt, and the market’s doubt. Prayer doesn’t hurt either.

Step #4: Launch the ship with a crew (or by yourself) and raid the edges of the empire.

Having an attitude of shipping (launching the ship) and an attitude of raiding (staying on the edges) allows the pirate to explore first with their content, survive second, and to thrive third.

The real tragedy is that many people (now as in the past) will instead choose to eat off the raiding of other pirates, rather than taking the opportunity to build a ship of their own.