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

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 content!

“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!
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 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

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?
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 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 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 EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Becoming aware of need
• Content must… Establish rapport, earn credibility & secure
follow-up
• CTAs: Invitations to engage

• Metrics to Measure: Traffic by source, scroll depth, clicks to
other content, likes, shares, downloads, comments

• 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)

• Metrics to Measure: Subscriptions, trials, downloads, open
rates, attendance, views/view quality, calls to sales team

• 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)

• Metrics to Measure: Sales, conversion rate

• 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

• Primary Metrics to Measure: Repeat sales, net promoter
score, qualitative reviews, referrals

“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?
• 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….

Collect more questions.
Tools: http://www.answerthepublic.com/

AwarenessAwareness Evaluation Purchase Retention
Map these questions to
the buyer’s journey.

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

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 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
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

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 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

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 information
to 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: joel@businesscasualcopywriting.com
Twitter: @JoelKlettke
Website: http://www.businesscasualcopywriting.com
All resources/tools mentioned, plus bonuses:
http://businesscasualcopywriting.com/bda/

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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