8 step framework to find content ideas that sell

8 Step
Framework to
Find Content
Ideas that Sell
Know your customers.
Boost your sales.

@betakreawww.betakrea.net
● Independent SEO Consultant @ betakrea.net
● Based in the UK
● 10+ years in digital marketing and business consulting
● SEO contributor

“Ro-Dol-Pho May-Low-Yie”
● WooCommerce freelance @
BusinessBloomer.com
● Author
EcommerceAndBeyond.com
● 8+ years of content marketing,
150,000 uniques/month
● Based in Italy Ireland USA
South America Italy

The webinar will last about 1 hour
You’ll get the slides
You’ll get the recording
Gift at the end (live only)
Q&A after the presentation

You can
(based on your positioning*)
* Check this book: https://aprildunford.com/obviously-awesome/

Answer in the chat

● Understand & buy quickly
● Easy to manage (time, resources)
● Cost less
● Have the longest Lifetime Value
● Buy multiple times/long period of time
● Refer you to others
● ...
Customers you look for
Talk to your sales team, customer support, desk
people, developers, analyse your CRM, check your
referrals, check your historical data.

Business:
French language school
Best customers:
People in sales who work with
French clients

Why their needs are similar.
Why they find your solution useful (compared to alternatives)
Find and group characteristics
● Type of businesses/customers
● Size of business
● Industry they belong to
● Do they get in touch thanks to a specific feature?
● Do they look for a specific features?
● Do they work with a specific type of client?
● What do they want achieve?
● Do they have special requirements?

Common characteristics:
● Work with French small businesses
● Clients speak very little English
● Most of the work is over the phone
● Spend a few weeks per year in France

What problem they are trying to solve based on the
alternatives to your solution.
What customers see as an alternative and why.
● What would they ‘use’ if you didn’t exist?
● What would they ‘do’ if you didn’t exist?
Note the language. Don’t influence the feedback.
Cluster and rank answers by most to less common.
Alternative 1
Alternative 2
Alternative 3

Competitive alternatives:
● Other French languages schools in France
● Online French language teachers
● Schools of French language in home
countries
● Language learning apps
● Interpreters and translators

Identify the unique features you have that competing
alternatives don’t.
Product features, salespeople and customers feedback,
marketing perspective, business models, your team’s
experience and expertise and skills.
● How you deliver your solution
● Pricing model
● Expertise
● Experience
● Location
● Differentiators
Alternative 1:
Your unique features:
Alternative 2:
Alternative 3:

Features are what the product does or has.
Includes characteristics, elements and facts about your
business, products, and services.
I.e. ACME software is a desktop and mobile web app
Values are why your product is important to your customers.
I.e. You don’t need to install any software on your devices
Benefits are things a customer can accomplish thanks to the
features
I.e. You can access your data from any device with no
installation procedure

1. Alternative: Other language schools in France
While most French schools are in bigger cities, our school has branches in rural areas.
Our school offers accommodation with locals that allows interaction in everyday conversations.
Our school offers complete legal support for foreign students.
Our school also has longer 6 and 12 month programs.
2. Alternative: Online French language teachers
Each class is managed by teachers from various areas of France with different accents.
The school has branches in different areas of France.
3. Alternative: School of French language in their home countries
Students interact with local people and culture

Why customers care about your features.
Unique feature: something unique that your product
does or has and competitors don’t
Benefit: what the feature enable for customers, their
ultimate goal
Value: how the feature maps to a goal the customer
is trying to achieve, a specific task to accomplish
Unique Features Benefits Values

Unique Features Benefits Values
Support with visa Spend 6+ months in France to learn
French
Don’t need to understand French
bureaucracy and speak to
government offices over the phone
Branches in rural areas Practice French in real life situations
where people speak only French
Don’t need to look for situations to
meet native speakers
On site 6 and 12 months course Can learn French and understand
cultural aspects
The French they will learn is not
based on a grammar book
Learn cultural aspects of French life Salespeople close higher value
contracts
Learn more about their clients and
have conversations on a personal
level

Define the ‘best fit’ customer for each feature.
Examine which type of customer really cares
about your Values.
Unique feature: something unique that your
product does or has and competitors don’t
Benefit: what the feature enable for customers,
their ultimate goal
Value: how the feature maps to a goal the
customer is trying to achieve, a specific task to
accomplish
Who cares a lot: who your value helps the most,
your ‘best fit’ customer
Unique Features Benefits Values Audience
Your unique
feature
Client’s
ultimate goal
How you help
them
Who your value
help the most

Unique Features Benefits Values Who cares a lot
Support with Visa Spend 6+ months in
France to learn French
Don’t need to understand
French bureaucracy and
speak to governmental
offices over the phone
Non-EU students who
spend 3+ months in
France to improve
language skills and travel
Branches in rural areas Practice French in real life
situations where people
speak only French
Don’t need to look for
situation to meet native
speakers
Who need to speak &
understand different
accents
On site 6 and 12 months
course
Can learn French and
understand cultural
aspects
The French they will learn
is not based on a grammar
book
Students that need a full
immersion in learning
French
Learn cultural aspects of
French life
Salespeople close higher
value contracts
Learn more about their
clients and have
conversations on a
professional level
Salespeople in highly
competitive space

Specific problems that (potential) customers are
experiencing.
Gateway to introduce a customer to your business'
unique brand promise and experience.
Essential element to crafting brand messages.

Look for the keywords and topics collected so far.
● Forums and Facebook groups
● Competitor’ reviews
● Amazon questions and reviews
● Q&A websites such as Quora
● Twitter
● Reddit, Stackoverflow
● AnswerThePublic.com and AlsoAsked.com
● Keyword research with tools such as
SEMrush, Ahrefs, Moz, etc

The information you have collected is the
reason why your customers choose you.
Use the data collected for content ideas and
improve your conversion rate.

● Identify competitors’ top keywords, pages and
backlinks with Ahrefs, SEMrush, Ubersuggest
● Look for questions about the competing alternatives
with AnswerThePublic.com & AlsoAsked.com
● Analyse their customers’ reviews on Google:
[alternative] + reviews

● Find new keywords and topics related to your unique features with Ahrefs,
SEMrush or Ubersuggest
● Search features on Quora, Reddit, Stackexchange to uncover problems
● Find new questions with AnswerThePublic.com & AlsoAsked.com
● Read threads in relevant forums: search [features] + forum on Google
● Join Facebook groups related to your features
Take actions:
● Create focused landing pages
● Change your language
● Uncover other uses of your solution

● Find new keywords and topics related to their benefits with Ahrefs,
SEMrush and Ubersuggest
● Search for benefits on Quora, Reddit, Stackexchange to find challenges
● Analyse threads in relevant forums: search [benefits] + forum on Google
● Join Facebook groups related to benefits
Take action:
● Create content area relevant for areas of interest
● Test the CTAs to improve your conversion rate
● Optimise your landing page
● Change your images to mirror your customers
● (Test your PPC copy with benefits)

● Find new keywords and topics related to their values with Ahrefs, SEMrush and Ubersuggest
● Search for values on Quora, Reddit, Stackexchange to find their challenges
● Search for values on Google with: [keyword] + forum
● Join Facebook groups related to values
Take action:
● Create content relevant for specific tasks
● Test the CTAs to improve your conversion rate
● Optimise your landing page
● Change your images to mirror your customers
● (Test your PPC copy with benefits)

● Identify new markets, niches, opportunities
● Uncover new languages
● Learn more about your best customers
Take action:
● Create new audience oriented landing pages
● Use new audiences in paid social campaigns
● Expand your link building prospecting

Benefit
Value
A B C

Identify your most valuable customers
And their common characteristics
What would they 'use' or 'do' if you didn't exist
What you have that competing alternatives don’t.
Why customers care about your features
Who cares a lot
Research customers’ pain points
Use the data

Francesco Baldini SEO Consultant
info@betakrea.net
https://www.betakrea.net
twitter.com/betakrea
linkedin.com/in/francescobaldini/

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8 step framework to find content ideas that sell

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