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Forget the Fairy Dust - How to Create Content That (Actually) Works
The document emphasizes the importance of a strategic approach to content creation, focusing on understanding the audience's journey and needs rather than relying on superficial tactics. It outlines a clear process for generating ideas, developing engaging content, and measuring effectiveness across different stages of the buyer's journey. Additionally, it suggests innovative ways to make content stand out and overcome challenges such as budget or time constraints.
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Similar to Forget the Fairy Dust - How to Create Content That (Actually) Works
Forget the Fairy Dust - How to Create Content That (Actually) Works
- 1. Forget the FairyDust How to create content that (actually) works.
- 2. “Just fly tothe moon!” - Totally Real NASA Scientists
- 3. “Just create greatcontent!” - Delusional People
- 5. Clickbait headlines! Clickbait headlines! Numberedlists! Numbered lists! Sexy visuals!Sexy visuals! More content!More content!
- 7. “What’s the secretto great content?”
- 8. A big budget! A big budget!Stunning visuals! Stunning visuals! A famous author! A famous author! Interactive elements! Interactive elements!
- 9. Fairy-dust-free-truth: Great engagement, consistencyand variety are all bi-products of a great process.
- 10. 1. Stare atyour 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
- 11.
- 12. If your topicisn’t engaging, and you don’t know how to research… …No team, execution or promo will save you.
- 13. “Where do greatcontent ideas come from?”
- 14. Fairy-Dust-Free Truth: “I haveno ideas” really means “I don’t know my customers.”
- 15.
- 16. What if Itold 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?
- 17. I read ablog post I liked, so I bought a car from that dealer!
- 18. I read ablog post I liked, so I bought a car from that dealer! DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST DOES NOT EXIST
- 20. Here’s how youget 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
- 21. The Buyers’ Journey AwarenessAwarenessEvaluation Purchase Retention Needs and pain points change along this journey. Ideally, you want to nurture leads through all stages.
- 22. Your content hasONE job: To help someone move onto the next stage.
- 23. Engaging: When yourcontent helps your audience achieve a goal, and in the process, achieves yours.
- 24. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • Relationship: Becoming aware of need • Content must… Establish rapport, earn credibility & secure follow-up • CTAs: Invitations to engage
- 25. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • Metrics to Measure: Traffic by source, scroll depth, clicks to other content, likes, shares, downloads, comments
- 27. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • 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)
- 28. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • Metrics to Measure: Subscriptions, trials, downloads, open rates, attendance, views/view quality, calls to sales team
- 30. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • 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)
- 31. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • Metrics to Measure: Sales, conversion rate
- 33. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • 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
- 34. AwarenessAwareness EvaluationEvaluation PurchasePurchaseRetentionRetention • Primary Metrics to Measure: Repeat sales, net promoter score, qualitative reviews, referrals
- 36. “How do weknow what customers are asking?”
- 37. 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
- 38. How else? • Askyour sales team/customer reps • Eavesdrop! • Q&A sites (Quora) • Niche forums (Reddit) • LinkedIn Groups • Social media • Search queries & trends
- 39. The tools todo this are free. You have no valid excuses. Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
- 40. Collect more questions. Tools:http://www.answerthepublic.com/
- 41. AwarenessAwareness Evaluation PurchaseRetention Map these questions to the buyer’s journey.
- 42. Fairy-Dust-Free Truth: Most peoplestop here, but this is only a starting point.
- 43. “How do Iturn questions into a strategy that works?”
- 44.
- 45. Fairy-Dust-Free Truth: You can’tbe Buzzfeed with a $250/month budget.
- 46. Embrace the ideaof doing LESS… but BETTER.
- 49. Uh… what aboutthat “less but better” thing, champ?”
- 50. REPURPOSING!REPURPOSING! • LESS timeideating • LESS time researching • MORE points of contact • MORE content for each stage of funnel
- 52. What Types ofContent Work Best? *Not a hard and fast rule – just where these tend to work best.
- 53. Case Study: IonInteractive BIG Idea: “How do you do interactive content?”
- 54. Webinar Slideshare Blog Series Interactive &PDF Ebook Email Series Social Promo Source: http://ioninteractive.com
- 55. Case Study: RossSimmonds BIG Idea: “How do you start a side hustle?”
- 56. Source: http://rosssimmonds.com Quora Answer Big,Fat Ebook Blog Series Email Series Slideshare
- 57.
- 58.
- 59.
- 60. “How do wemake SURE our content stands out?”
- 61. Find out whatyou’re up against...
- 62. …And decide onhow 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
- 63. Unique Voice “How can wesay this in a way nobody else has?” Works best when… • Unique connection • Ubiquitous landscape • Narrow/specific audience
- 64.
- 65. Better Design “How can weadd novelty or improve the experience?” Works best when… • Design adds a new element • Existing assets are bland/cheap • Combined with other tactics
- 66.
- 67. More Current “Can we updateoutdated stats, details or procedures?” Works best when… • Existing content is outdated • You can commit to maintaining the resource • You can add new, primary information
- 68.
- 69. Different Audience “Who else needsthis information, or would use it in a unique way?” Works best when… • Underserved market • Substantial secondary/tertiary markets • Audience has specific, unique pain points
- 70.
- 71. Deeper Info “Can we compilethe 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
- 72.
- 73. Sources: (Amy Harrison) https://www.youtube.com/watch?v=NE4RyF1aubo http://www.kaikkonendesign.fi/typography/ New Format “Canwe use the same information to create a new experience?” Works best when… • Format adds depth • Addresses a new learning style • Less crowded channels • Repurposing!
- 74.
- 75. Boom. You’re set upfor success.
- 77. “What if wedon’t have time?” • Do less, but better • Repurpose • Ideate all at once • Remarket
- 78. “What if wedon’t have budget?” • Focus on evergreen content • Repurpose • Remarket • Retainer
- 79. “What if wedon’t have talent?” • Stop forcing it • Make yourself the SME • Put creatives on retainer • Choose a format you excel in
- 81. All icons inthis 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/
Editor's Notes
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