from customer problem to content plan in 4 steps
TRANSCRIPT
FROM CUSTOMER PROBLEM TO CONTENT PLAN IN 4 STEPS
@TreDigital @Sechrest #FlipFunnel
CUSTOMER JOURNEY: 30,000 FT VIEW
@ashmaurya#RunningLean
You have to kiss a lot of “social media frogs” before you find your prince(ss)
@Sechrest
@Sechrest
1 2 3 4Listen
Research and engage with top
influencers to refine the problem
statement
PlanNarrow down
problem statement and map out
supporting topics, ideas and quotes
Create and ConvertWrite and
repurpose your content by creating
multiple formats
ShareCreate a 60:30:10
content social sharing calendar
1, 2, 3, 4 OF CONTENT STRATEGY
@Sechrest #FlipFunnel
1 LISTEN
“MUST HAVE” Tools
@Sechrest #FlipFunnel
“NICE TO HAVE” Tools
START WITH “Social Media Dance”
Connect
Contact
Converse
3 C’s OF SOCIAL MEDIA DANCE
• Connect with Influencers and top bloggers (Like, RT, share their blogs and add them to Twitter lists)
• Contact (Follow)• Conversation (question,
invitation to have a follow up conversation)
@Sechrest #FlipFunnel
YOUR GOAL: Identify and Validate Main Customer Questions… … but you also build connections and create a library of content
2 PLAN
Customer ProblemE.g. Creating successful content strategy
is hard
Influencer Quote 25E.g. Companies with
blogs have 400% more traffic
Influencer Quote 35E.g. Inbound leads cost
61% lower than outbound
Influencer Quote 45E.g. SEO leads have
10x higher close rates
Influencer Quote 55E.g. 79% of search users click on blogs
Influencer Quote 1E.g. 50% of mobile SEO
searches lead to a store visit
DEPTH VS BREADTH
@Sechrest #FlipFunnel
Customer ProblemE.g. Creating successful content strategy
is hard
Main Question 1E.g. What does successful
content look like?
Main Question 2E.g.. How to repurpose my
content?
Main Question 3E.g. How to promote my
content?
Main Question 4E.g. How to automate my
content creation?
Main Question 5E.g. How to measure
effectiveness?
CATEGORIZE QUOTES INTO MAIN QUESTIONS
@Sechrest #FlipFunnel
Influencer Quote 25E.g. Companies with
blogs have 400% more traffic
Influencer Quote 35E.g. Inbound leads cost
61% lower than outbound
Influencer Quote 45E.g. SEO leads have
10x higher close rates
Influencer Quote 55E.g. 79% of search users click on blogs
Influencer Quote 1E.g. 50% of mobile SEO
searches lead to a store visit
Customer ProblemE.g. Creating successful content strategy
is hard
Main Question 1E.g. What does successful
content look like
Blog 1Tell a story
with content
Blog 2How to
format your blog
Blog 3Create
magnetic headlines
Blog 4How to
integrate keywords
Blog 4Content that
delivers leads
Key Idea 1: E.g. Perfect Blog template
Key Idea 2: E.g. Write for SEO: lengths and structure of the blog
Key Idea 3: E.g. How to get leads from content
Key Idea 4: E.g. Blogging Tools and automation
Key Idea 1: E.g. Creating a social sharing plan
Quote 2E.g. Companies with
blogs have 400% more traffic
Quote 3E.g. Inbound leads cost
61% lower than outbound
Quote 4E.g. SEO leads have
10x higher close rates
Quote 5E.g. 79% of search users click on blogs
Quote 1E.g. 50% of mobile SEO
searches lead to a store visit
BREAK DOWN EACH QUESTION INTO A SET OF BLOGS AND YOUR OWN
QUOTES
@Sechrest #FlipFunnel
Customer Problem
Main Question1
Main Question 2
Main Question 3
Main Question 4
Blog 1
Blog 2
Main Question 5
Blog 3
Blog 4
Blog 4
Key Idea 1:
Key Idea 2:
Key Idea 3:
Key Idea 4:
Key Idea 1:
Quote 2
Quote 3
Quote 4
Quote 5
Quote 1
EXERCISE: Content Mapping Template
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3 CREATE AND CONVERT
5 topics5 question X 1 topic
Up to 25
blogs5 topics x 5 blogs
Up to 75 key ideas blogs5 topics x 5 blogs x 5 ideas
Up to 125 quotes5 topics x 5 blogs x 5
ideas x 5 quotes
FROM TWEET TO BLOG TO BOOK FORMULA
5-day email mini-course OR a slide deck
Downloable checklists, Infographics
Social Media posts
An eBook or video course series
@Sechrest #FlipFunnel
3. CREATE AND CONVERT: WRITE AND REPURPOSE YOUR BLOGS
4 SHARE
60:30:10 Content Sharing Rule:Value over Promotion
60%3rd Party Curated contentInspire, educate, entertain, provoke thought
30% Your own contentDeliver value, answer questions, share knowledge, entertain and build connections
10% Promo contentInvite others to buy your product
@Sechrest #FlipFunnel
@Sechrest #FlipFunnel
4. SHARE: MAKE HOOTSUITE YOUR BEST SOCIAL MEDIA
FRIEND
#FlipFunnel@Sechrest
MAGNETINC POST FORMULA
BEFORE Here is your problem
AFTER Imagine what it would be if the problem is solved
BRIDGE Here is how to get there #FlipFunnel@Sechrest
Retargeting
Transactional emails
FEB
SOCIAL MEDIA
Checklists and whitepaper
eBook
Daily quotes + weekly blogs + key ideas + influencer content
YOUR MARKETING CALENDAR WOULD LOOK SIMILAR TO THIS
JAN MAR APR MAY JUN JUL
EVENTS
CONTENT
Live Event Live Event Online Event
Live Event
Social Media Dance
Lead Follow up
Direct Contact
Online Event
Paper book
Newsletr Newsletr Newsletr Newsletr Newsletr Newsletr Newsletr
Video CourseEmail Course
@Sechrest #FlipFunnel
Checklists and whitepaper
YOUR FULL FUNNEL DELIVERABLES
Content
Industry
Social Platforms
Blog Plan
Ongoing Newsletter
Custom Pitches
Content Management
Lead Magnets
Transaction based email
Communities/Forums
Audience Building
Offers
Referral Requests
Industry Events
“Social Dance”
Slide Deck
Direct Email
PR Opportunities
Daily Engagement
Convert Plan
Custom Audience Targeting
LOOKING TO PRACTICE?Apply at Flipfunnel.co
@TreDigital@Sechrest
#FlipFunnel