Content to Cash
With Jennifer Bourn

How to leverage content to attract clients,
streamline workflow, and increase profits...
It Seems Like
Everyone is Talking
About Content

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncre...
Is Content
Really King?

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreati...
Chatter is True, But…

Interpretation of
strategy is wrong

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | w...
The Problem

Believing You
Must Always Create
Something New
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | w...
Do More With
What You Have
Stop creating new content.
Start repurposing, reusing, and recycling.
Copyright © 2014 Bourn Cr...
Strategies for Busy
Business Owners
(Not Copywriters)

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bo...
No one can hire you,
buy from you, or learn
from you if they don’t
know you exist.
Copyright © 2014 Bourn Creative, LLC. A...
Problems With Blogging

Not sure what
to say or write
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bou...
Write about what your
prospects are looking for
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncrea...
Problems With Blogging

Who am I to write
about that?
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bou...
Your perspective
& opinion is valuable
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com ...
Problems With Blogging

They already wrote
about that
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bou...
Your audience doesn’t
know who THEY are
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com...
Problems With Blogging

I’m not confident
in my writing
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.b...
The more you do it,
the better you’ll get
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.c...
Headlines
Exercise
STEP 1:
!   Gather a really
big list of sample
headlines

Copyright © 2014 Bourn Creative, LLC. All Rig...
Headlines
Exercise
STEP 2:
!   Quickly scan list
!   Find a headline
you like

Copyright © 2014 Bourn Creative, LLC. All R...
Headlines
Exercise
STEP 3:
!   Write as many
headline ideas
as you can

Copyright © 2014 Bourn Creative, LLC. All Rights R...
Headlines
Exercise
STEP 4:
!   Note key ideas
and topics
!   If a number, list
each number
Copyright © 2014 Bourn Creative...
Headlines Exercise
!   Do it fast, without self-editing
!   Skip a headline that doesn’t give you an idea
!   Set a timer....
52 Headlines
!   Publish new post per week for a whole year
!   52 new opportunities to be indexed by
search engines
!   5...
Download 200+
Fill In The Blank
Headline Formulas

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bournc...
Turn One Headline into 30+
!   Write one core article
!   Do your home work
and put in the effort
!   Must be awesome
!   ...
How to Make More Sales Online
!   Are You Struggling With How to Make More Sales Online
!   How to Make More Sales Online ...
Get All 30
Sample Headlines
to Model

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com |...
The Idea Behind Repurposing
!   Easier to edit than
create new
!   Custom tailor
content to a niche
!   Provide greater
va...
You should be doing video.
Yes! What can I create!

You should be doing teleseminars.
Yes! What can I create!

You should ...
Change The Question
Stop asking “What can I create?”

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bou...
Instead Ask…
What can I reuse and repurpose?
What can I expand on?
How can I turn my content into valuable
tools and resou...
Different People
Learn In Different Ways
Repurpose Content in
Different Formats
Copyright © 2014 Bourn Creative, LLC. All ...
Example: Blog Posts to Ebook

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bournc...
Example: Blog Posts to Home Study

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @b...
Take it Even Further

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative ...
But I hate
writing!

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative |...
Start With Audio
!   Using your own words
!   Faster and easier
to speak thoughts
!   Eliminate self editing
!   Delegate ...
Switching It Up
Using Content After The Sale

How to use content to improve your services
and increase your profitability
...
Content Strategies, Repurposed
!   Cut project management time in half
!   Speed up project timelines
!   Leverage automat...
Systematize The Process
!   Streamline workflow
!   Create clear phases
!   Map out exactly what
happens in each phase

Co...
WordPress Site Process
Our process has three phases:
!   Planning: Client onboarding and strategy
!   Creation: Design and...
Assess Automation Potential
Look at each phase
and identify:
!   Repetitive needs
!   Repetitive tasks
!   Repetitive educ...
Create content to address
repetitive items
Leverage automation tools to streamline
workflow and communication
Copyright © ...
Planning Phase
Email follow up sequence triggered upon payment
!   Focus is to reinforce that hiring us is a
great decisio...
Creation Phase
Email follow up sequence triggered upon design approval
!   Focus is keeping clients engaged
!   Get what w...
Marketing Phase
Email follow up sequence triggered upon contract fulfillment
!   Focus is, “I’ve got a website, now what?”...
The Big Secret?
None of The Content Was New

All of the content was in some way or another
used previously for something e...
Power of “EASY”
It doesn’t matter if:
!   The content was used before
!   The content is all on your blog publicly
The VAL...
It’s All About Positioning
!   Demonstrate expertise
!   Share perspective
!   Get prospects to self-select
!   Know, Like...
Questions?
Go Ahead, Ask Me

@jenniferbourn
@bourncreative
+BournCreative
facebook.com/bourncreative
www.bourncreative.com...
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Content Into Cash: How to Leverage Content to Attract Clients, Streamline Workflow, and Increase Profitability

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Discover strategies to quickly create content that positions you as an expert and attracts new clients and customers and to re-purpose the same content for maximum leverage, visibility, and conversion. Plus, learn how to apply the same content strategies to the back end of your business to automate and streamline workflow so you can increase profits.

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Content Into Cash: How to Leverage Content to Attract Clients, Streamline Workflow, and Increase Profitability

  1. 1. Content to Cash With Jennifer Bourn How to leverage content to attract clients, streamline workflow, and increase profits. Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  2. 2. It Seems Like Everyone is Talking About Content Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  3. 3. Is Content Really King? Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  4. 4. Chatter is True, But… Interpretation of strategy is wrong Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  5. 5. The Problem Believing You Must Always Create Something New Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  6. 6. Do More With What You Have Stop creating new content. Start repurposing, reusing, and recycling. Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  7. 7. Strategies for Busy Business Owners (Not Copywriters) Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  8. 8. No one can hire you, buy from you, or learn from you if they don’t know you exist. Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  9. 9. Problems With Blogging Not sure what to say or write Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  10. 10. Write about what your prospects are looking for Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  11. 11. Problems With Blogging Who am I to write about that? Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  12. 12. Your perspective & opinion is valuable Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  13. 13. Problems With Blogging They already wrote about that Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  14. 14. Your audience doesn’t know who THEY are Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  15. 15. Problems With Blogging I’m not confident in my writing Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  16. 16. The more you do it, the better you’ll get Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  17. 17. Headlines Exercise STEP 1: !   Gather a really big list of sample headlines Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  18. 18. Headlines Exercise STEP 2: !   Quickly scan list !   Find a headline you like Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  19. 19. Headlines Exercise STEP 3: !   Write as many headline ideas as you can Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  20. 20. Headlines Exercise STEP 4: !   Note key ideas and topics !   If a number, list each number Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  21. 21. Headlines Exercise !   Do it fast, without self-editing !   Skip a headline that doesn’t give you an idea !   Set a timer. Challenge = 52 headlines !   Include a call to action Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  22. 22. 52 Headlines !   Publish new post per week for a whole year !   52 new opportunities to be indexed by search engines !   52 new opportunities to be found online Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  23. 23. Download 200+ Fill In The Blank Headline Formulas Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  24. 24. Turn One Headline into 30+ !   Write one core article !   Do your home work and put in the effort !   Must be awesome !   Edit for specificity Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  25. 25. How to Make More Sales Online !   Are You Struggling With How to Make More Sales Online !   How to Make More Sales Online In Six Easy Steps !   What Every Business Owner Needs to Know About How to Make More Sales Online !   3 Easy Ways You Can Learn How to Make More Sales Online !   New Rules About How to Make More Sales Online !   How Artists Can Make More Sales Online In Five Easy Steps Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  26. 26. Get All 30 Sample Headlines to Model Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  27. 27. The Idea Behind Repurposing !   Easier to edit than create new !   Custom tailor content to a niche !   Provide greater value Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  28. 28. You should be doing video. Yes! What can I create! You should be doing teleseminars. Yes! What can I create! You should be writing ebooks. Yes! What can I create! Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  29. 29. Change The Question Stop asking “What can I create?” Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  30. 30. Instead Ask… What can I reuse and repurpose? What can I expand on? How can I turn my content into valuable tools and resources? Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  31. 31. Different People Learn In Different Ways Repurpose Content in Different Formats Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  32. 32. Example: Blog Posts to Ebook Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  33. 33. Example: Blog Posts to Home Study Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  34. 34. Take it Even Further Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  35. 35. But I hate writing! Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  36. 36. Start With Audio !   Using your own words !   Faster and easier to speak thoughts !   Eliminate self editing !   Delegate and get help Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  37. 37. Switching It Up Using Content After The Sale How to use content to improve your services and increase your profitability Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  38. 38. Content Strategies, Repurposed !   Cut project management time in half !   Speed up project timelines !   Leverage automation !   Better value and focus Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  39. 39. Systematize The Process !   Streamline workflow !   Create clear phases !   Map out exactly what happens in each phase Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  40. 40. WordPress Site Process Our process has three phases: !   Planning: Client onboarding and strategy !   Creation: Design and development !   Marketing: I have a site, now what? Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  41. 41. Assess Automation Potential Look at each phase and identify: !   Repetitive needs !   Repetitive tasks !   Repetitive education Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  42. 42. Create content to address repetitive items Leverage automation tools to streamline workflow and communication Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  43. 43. Planning Phase Email follow up sequence triggered upon payment !   Focus is to reinforce that hiring us is a great decision !   Educate and prepare clients so they get the most our of our relationship !   Help them get really clear on goals Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  44. 44. Creation Phase Email follow up sequence triggered upon design approval !   Focus is keeping clients engaged !   Get what we need with less back and forth !   Avoid “I feel out of the loop!” Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  45. 45. Marketing Phase Email follow up sequence triggered upon contract fulfillment !   Focus is, “I’ve got a website, now what?” !   Clients receive resources and value for 60+ days !   Reinforce feelings of happiness over decision, increase referrals Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  46. 46. The Big Secret? None of The Content Was New All of the content was in some way or another used previously for something else Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  47. 47. Power of “EASY” It doesn’t matter if: !   The content was used before !   The content is all on your blog publicly The VALUE & POWER is in gathering, organizing, and making it easy to understand … in taking out the WORK. Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  48. 48. It’s All About Positioning !   Demonstrate expertise !   Share perspective !   Get prospects to self-select !   Know, Like, Trust, Convert Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
  49. 49. Questions? Go Ahead, Ask Me @jenniferbourn @bourncreative +BournCreative facebook.com/bourncreative www.bourncreative.com Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
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