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Forget the Fairy Dust
How 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 con...
“What’s the secret to
great content?”
A big
budget!
A big
budget! Stunning
visuals!
Stunning
visuals!
A famous
author!
A famous
author!
Interactive
elements!
In...
Fairy-dust-free-truth:
Great engagement, consistency and variety
are all bi-products of a great process.
1. Stare at your monitor for awhile
2. Check a keyword suggestion tool for ideas
3. Drink… “for inspiration”
4. Franticall...
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 ...
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 EXIST
DOES NOT EXIST
DOES NOT EXIST
DOES NOT EXIST
Here’s how you get the answer:
•Define your buyers’ journey
•Map customers’ questions/pain points to each stage
•Audit to ...
The Buyers’ Journey
AwarenessAwareness Evaluation Purchase Retention
Needs and pain points change along this journey.
Idea...
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 EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Becoming aware of need
• Conte...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Metrics to Measure: Traffic by source, scrol...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Actively establishing their pr...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Metrics to Measure: Subscriptions, trials, d...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Evaluating risk & moving to pu...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Metrics to Measure: Sales, conversion rate
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Evaluating their purchase; see...
AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Primary Metrics to Measure: Repeat sales, ne...
“How do we know what
customers are asking?”
Ask BDA questions: Before, During and After
• What made you aware of your need?
• What goals were you trying to achieve?
•...
How else?
• Ask your sales team/customer reps
• Eavesdrop!
• Q&A sites (Quora)
• Niche forums (Reddit)
• LinkedIn Groups
•...
The tools to do this are free.
You have no valid excuses.
Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
Collect more questions.
Tools: http://www.answerthepublic.com/
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 sta...
What Types of Content Work Best?
*Not a hard and fast rule – just where these tend to work best.
Case Study: Ion Interactive
BIG 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 Simmonds
BIG Idea:
“How do you start a side hustle?”
Source: http://rosssimmonds.com
Quora Answer
Big, Fat Ebook
Blog Series
Email Series
Slideshare
Plan recurring series.
Predictability is GREAT.
Source: http://www.clear-coat.com
Source: http://www.magnetstreet.com/wedding-blog/
“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-technique
ht...
Unique
Voice
“How can we say this in a way
nobody else has?”
Works best when…
• Unique connection
• Ubiquitous landscape
•...
Sources:
http://www.everywhereist.com/i-went-paleo-and-now-i-hate-everything/
http://www.themiddlefingerproject.org/
Uniqu...
Better
Design
“How can we add novelty or
improve the experience?”
Works best when…
• Design adds a new element
• Existing ...
Sources:
https://moz.com/beginners-guide-to-content-marketing/is-content-right-for-my-business
http://blog.froont.com/9-ba...
More
Current
“Can we update outdated stats,
details or procedures?”
Works best when…
• Existing content is outdated
• You ...
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 mark...
Sources:
http://www.popsugar.com/beauty/Transgender-Beauty-Mistakes-Avoid-37476200#photo-37476200
http://www.bluesodapromo...
Deeper
Info
“Can we compile the definitive
version of this information?”
Works best when…
• Existing assets are shallow
• ...
Sources:
https://rocketshp.com/ultimate-growth-hacking-sourcebook/
https://zapier.com/learn/the-ultimate-guide-to-remote-w...
Sources:
(Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo
http://www.kaikkonendesign.fi/typography/
New
Format
“...
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 yo...
All icons in this presentatiuon made by Freepik (http://www.freepik.com) from Flaticon (http://www.flaticon.com)
Thank you...
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
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It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.

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Forget the Fairy Dust - How to Create Content That (Actually) Works

  1. 1. Forget the Fairy Dust How to create content that (actually) works.
  2. 2. “Just fly to the moon!” - Totally Real NASA Scientists
  3. 3. “Just create great content!” - Delusional People
  4. 4. Clickbait headlines! Clickbait headlines! Numbered lists! Numbered lists! Sexy visuals!Sexy visuals! More content!More content!
  5. 5. “What’s the secret to great content?”
  6. 6. A big budget! A big budget! Stunning visuals! Stunning visuals! A famous author! A famous author! Interactive elements! Interactive elements!
  7. 7. Fairy-dust-free-truth: Great engagement, consistency and variety are all bi-products of a great process.
  8. 8. 1. Stare at your monitor for awhile 2. Check a keyword suggestion tool for ideas 3. Drink… “for inspiration” 4. Frantically bash keyboard at 11th hour 5. Hit publish and pray it works out
  9. 9. Not here.Success starts here…
  10. 10. If your topic isn’t engaging, and you don’t know how to research… …No team, execution or promo will save you.
  11. 11. “Where do great content ideas come from?”
  12. 12. Fairy-Dust-Free Truth: “I have no ideas” really means “I don’t know my customers.”
  13. 13. ?!?!
  14. 14. 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? This isn’t the best way of thinking about engagement for most content, and most businesses?
  15. 15. I read a blog post I liked, so I bought a car from that dealer!
  16. 16. I read a blog post I liked, so I bought a car from that dealer! DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST
  17. 17. 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
  18. 18. The Buyers’ Journey AwarenessAwareness Evaluation Purchase Retention Needs and pain points change along this journey. Ideally, you want to nurture leads through all stages.
  19. 19. Your content has ONE job: To help someone move onto the next stage.
  20. 20. Engaging: When your content helps your audience achieve a goal, and in the process, achieves yours.
  21. 21. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Relationship: Becoming aware of need • Content must… Establish rapport, earn credibility & secure follow-up • CTAs: Invitations to engage
  22. 22. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Traffic by source, scroll depth, clicks to other content, likes, shares, downloads, comments
  23. 23. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • 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)
  24. 24. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Subscriptions, trials, downloads, open rates, attendance, views/view quality, calls to sales team
  25. 25. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • 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)
  26. 26. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Metrics to Measure: Sales, conversion rate
  27. 27. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • 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
  28. 28. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention • Primary Metrics to Measure: Repeat sales, net promoter score, qualitative reviews, referrals
  29. 29. “How do we know what customers are asking?”
  30. 30. 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
  31. 31. How else? • Ask your sales team/customer reps • Eavesdrop! • Q&A sites (Quora) • Niche forums (Reddit) • LinkedIn Groups • Social media • Search queries & trends
  32. 32. The tools to do this are free. You have no valid excuses. Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
  33. 33. Collect more questions. Tools: http://www.answerthepublic.com/
  34. 34. AwarenessAwareness Evaluation Purchase Retention Map these questions to the buyer’s journey.
  35. 35. Fairy-Dust-Free Truth: Most people stop here, but this is only a starting point.
  36. 36. “How do I turn questions into a strategy that works?”
  37. 37. Source: http://blog.hubspot.com/marketing/blogging-frequency-benchmarks http://www.hubspot.com/marketing-statistics
  38. 38. Fairy-Dust-Free Truth: You can’t be Buzzfeed with a $250/month budget.
  39. 39. Embrace the idea of doing LESS… but BETTER.
  40. 40. Uh… what about that “less but better” thing, champ?”
  41. 41. REPURPOSING!REPURPOSING! • LESS time ideating • LESS time researching • MORE points of contact • MORE content for each stage of funnel
  42. 42. What Types of Content Work Best? *Not a hard and fast rule – just where these tend to work best.
  43. 43. Case Study: Ion Interactive BIG Idea: “How do you do interactive content?”
  44. 44. Webinar Slideshare Blog Series Interactive & PDF Ebook Email Series Social Promo Source: http://ioninteractive.com
  45. 45. Case Study: Ross Simmonds BIG Idea: “How do you start a side hustle?”
  46. 46. Source: http://rosssimmonds.com Quora Answer Big, Fat Ebook Blog Series Email Series Slideshare
  47. 47. Plan recurring series. Predictability is GREAT.
  48. 48. Source: http://www.clear-coat.com
  49. 49. Source: http://www.magnetstreet.com/wedding-blog/
  50. 50. “How do we make SURE our content stands out?”
  51. 51. Find out what you’re up against...
  52. 52. …And decide on how to beat it, ‘ala “Skyscraper Technique” Helpful resources: http://backlinko.com/skyscraper-technique http://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
  53. 53. Unique Voice “How can we say this in a way nobody else has?” Works best when… • Unique connection • Ubiquitous landscape • Narrow/specific audience
  54. 54. Sources: http://www.everywhereist.com/i-went-paleo-and-now-i-hate-everything/ http://www.themiddlefingerproject.org/ Unique Voice
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. Sources: http://www.powder.com/2016-buyers-guide/ https://www.youtube.com/watch?v=sd0grLQ4voU More Current
  59. 59. 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
  60. 60. Sources: http://www.popsugar.com/beauty/Transgender-Beauty-Mistakes-Avoid-37476200#photo-37476200 http://www.bluesodapromo.com/blog/marketing-guide-freelancers/ Different Audience
  61. 61. Deeper Info “Can we compile the definitive version 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
  62. 62. Sources: https://rocketshp.com/ultimate-growth-hacking-sourcebook/ https://zapier.com/learn/the-ultimate-guide-to-remote-working/ Deeper Info
  63. 63. Sources: (Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/ New Format “Can we use the same information to create a new experience?” Works best when… • Format adds depth • Addresses a new learning style • Less crowded channels • Repurposing!
  64. 64. Sources: (Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/ New Format
  65. 65. Boom. You’re set up for success.
  66. 66. “What if we don’t have time?” • Do less, but better • Repurpose • Ideate all at once • Remarket
  67. 67. “What if we don’t have budget?” • Focus on evergreen content • Repurpose • Remarket • Retainer
  68. 68. “What if we don’t have talent?” • Stop forcing it • Make yourself the SME • Put creatives on retainer • Choose a format you excel in
  69. 69. All icons in this presentatiuon made by Freepik (http://www.freepik.com) from Flaticon (http://www.flaticon.com) Thank you! Email: joel@businesscasualcopywriting.com Twitter: @JoelKlettke Website: http://www.businesscasualcopywriting.com All resources/tools mentioned, plus bonuses: http://businesscasualcopywriting.com/bda/
  • AbubakarJamil

    Dec. 11, 2020
  • StevenPeters3

    Mar. 17, 2017

It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.

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