forget the fairy dust - how to create content that (actually) works
TRANSCRIPT
Forget the Fairy DustHow to create content that (actually) works.
“Just fly to the moon!”- Totally Real NASA Scientists
“Just create great content!”- Delusional People
Clickbait headlines!Clickbait headlines!
Numbered lists!Numbered lists!Sexy visuals! Sexy visuals!
More content!More content!
“What’s the secret togreat content?”
A big budget! Stunning
visuals!
A famous author! Interactive
elements!
Fairy-dust-free-truth: Great engagement, consistency and variety
are all bi-products of a great process.
1. Stare at your monitor for awhile2. Check a keyword suggestion tool for ideas3. Drink… “for inspiration”4. Frantically bash keyboard at 11th hour5. Hit publish and pray it works out
Not here.Success starts here…
If your topic isn’t engaging, and you don’t know how to research…
…No team, execution or promo will save you.
“Where do great content ideas come from?”
Fairy-Dust-Free Truth:“I have no ideas” really means “I don’t know my customers.”
?!?!
What if I told you…
Source: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles
This isn’t the best way of thinking about engagement for most
content, and most businesses?
I read a blog post I liked, so I bought a car
from that dealer!
I read a blog post I liked, so I bought a car
from that dealer!
DOES NOT EXISTDOES NOT EXIST
Here’s how you get the answer:•Define your buyers’ journey•Map customers’ questions/pain points to each stage•Audit to find your gaps•THEN move to content ideation
“What Should We Create?”
Helpful resources:http://www.slideshare.net/HubSpot/kukesh9-16-2014final http://www.iacquire.com/blog/buying-cycle-cta
The Buyers’ Journey
AwarenessAwareness Evaluation Purchase Retention
Needs and pain points change along this journey.Ideally, you want to nurture leads through all stages.
Your content has ONE job:To help someone move onto the
next stage.
Engaging: When your content helps your audience achieve a goal,
and in the process, achieves yours.
AwarenessAwareness Evaluation Purchase Retention
• Relationship: Becoming aware of need• Content must… Establish rapport, earn credibility & secure
follow-up• CTAs: Invitations to engage
AwarenessAwareness Evaluation Purchase Retention
• Metrics to Measure: Traffic by source, scroll depth, clicks to other content, likes, shares, downloads, comments
AwarenessAwareness Evaluation Purchase Retention
• Relationship: Actively establishing their preferences• Your content must… Educate, assist & persuade• CTAs: Invitations to learn (e.g. Subscribe, Take a Free Trial,
Watch a Demo, Attend an Event)
AwarenessAwareness Evaluation Purchase Retention
• Metrics to Measure: Subscriptions, trials, downloads, open rates, attendance, views/view quality, calls to sales team
AwarenessAwareness Evaluation Purchase Retention
• Relationship: Evaluating risk & moving to purchase• Your content must… Support/reinforce decision & mitigate
feelings of risk• CTAs: Hard sell (e.g. Buy Now, Talk to an Expert, Call Today)
AwarenessAwareness Evaluation Purchase Retention
• Metrics to Measure: Sales, conversion rate
AwarenessAwareness Evaluation Purchase Retention
• Relationship: Evaluating their purchase; seeking support • Your content must… Create brand advocates & repeat
purchases• CTAs: Invitations for feedback (e.g. Send us a Review, Give
us Your Feedback, Refer a Friend); Sales/Specials
AwarenessAwareness Evaluation Purchase Retention
• Primary Metrics to Measure: Repeat sales, net promoter score, qualitative reviews, referrals
“How do we know whatcustomers are asking?”
Ask BDA questions: Before, During and After
• What made you aware of your need? • What goals were you trying to achieve? • What obstacles stood in the way?
Customer Interviews & Surveys
How else?• Ask your sales team/customer reps• Eavesdrop!
• Q&A sites (Quora)• Niche forums (Reddit)• LinkedIn Groups• Social media• Search queries & trends
The tools to do this are free. You have no valid excuses.
Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
AwarenessAwareness Evaluation Purchase Retention
Map these questions to the buyer’s journey.
Fairy-Dust-Free Truth: Most people stop here, but this is only a starting point.
“How do I turn questions into a strategy that works?”
Source: http://blog.hubspot.com/marketing/blogging-frequency-benchmarks http://www.hubspot.com/marketing-statistics
Fairy-Dust-Free Truth:You can’t be Buzzfeed with a
$250/month budget.
Embrace the idea of doing LESS… but BETTER.
Uh… what about that “less but better” thing,
champ?”
REPURPOSING!REPURPOSING!
• LESS time ideating• LESS time researching• MORE points of contact• MORE content for each stage of funnel
What Types of Content Work Best?
*Not a hard and fast rule – just where these tend to work best.
Case Study: Ion InteractiveBIG Idea: “How do you do interactive content?”
Webinar
Slideshare
Blog Series
Interactive & PDF Ebook Email Series
Social Promo
Source: http://ioninteractive.com
Case Study: Ross SimmondsBIG Idea: “How do you start a side hustle?”
Source: http://rosssimmonds.com
Quora AnswerBig, Fat Ebook
Blog Series
Email Series
Slideshare
Plan recurring series. Predictability is GREAT.
“How do we make SURE our content stands out?”
Find out what you’re up against...
…And decide on how to beat it,‘ala “Skyscraper Technique”
Helpful resources:http://backlinko.com/skyscraper-techniquehttp://okdork.com/2014/04/02/how-you-can-create-content-that-generates-40000-targeted-visitors/
Unique Voice
Better Design
More Current
Different Audience
Deeper Info
New Format
Unique Voice
“How can we say this in a way nobody else has?”
Works best when…• Unique connection• Ubiquitous landscape• Narrow/specific audience
Sources:http://www.everywhereist.com/i-went-paleo-and-now-i-hate-everything/ http://www.themiddlefingerproject.org/
Unique Voice
Better Design
“How can we add novelty or improve the experience?”
Works best when…• Design adds a new element• Existing assets are bland/cheap• Combined with other tactics
Sources:https://moz.com/beginners-guide-to-content-marketing/is-content-right-for-my-business http://blog.froont.com/9-basic-principles-of-responsive-web-design/
Better Design
More Current
“Can we update outdated stats,details or procedures?”
Works best when…• Existing content is outdated• You can commit to maintaining the resource• You can add new, primary information
Sources:http://www.powder.com/2016-buyers-guide/ https://www.youtube.com/watch?v=sd0grLQ4voU
More Current
Different Audience
“Who else needs this information, or would use it in a unique way?”
Works best when…• Underserved market• Substantial secondary/tertiary markets• Audience has specific, unique pain points
Sources:http://www.popsugar.com/beauty/Transgender-Beauty-Mistakes-Avoid-37476200#photo-37476200 http://www.bluesodapromo.com/blog/marketing-guide-freelancers/
Different Audience
Deeper Info
“Can we compile the definitiveversion of this information?”
Works best when…• Existing assets are shallow• Research is fragmented• You have new, primary information• You can reduce time necessary to hunt
Sources:https://rocketshp.com/ultimate-growth-hacking-sourcebook/ https://zapier.com/learn/the-ultimate-guide-to-remote-working/
Deeper Info
Sources:(Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/
New Format
“Can we use the same informationto create a new experience?”
Works best when…• Format adds depth• Addresses a new learning style• Less crowded channels• Repurposing!
Sources:(Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/
New Format
Boom. You’re set up for success.
“What if we don’t have time?”• Do less, but better• Repurpose• Ideate all at once• Remarket
“What if we don’t have budget?”• Focus on evergreen content• Repurpose• Remarket• Retainer
“What if we don’t have talent?”• Stop forcing it• Make yourself the SME• Put creatives on retainer• Choose a format you excel in
All icons in this presentatiuon made by Freepik (http://www.freepik.com) from Flaticon (http://www.flaticon.com)
Thank you!
Email: [email protected]: @JoelKlettke Website: http://www.businesscasualcopywriting.com
All resources/tools mentioned, plus bonuses:http://businesscasualcopywriting.com/bda/