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A 3-Part Process to Simplify Your Content Marketing (and You'll Know Exactly What to Write)

Content Marketing is not just a weekly writing exercise. You actually need to generate something that drives traffic and conversions.

Of course, you need to write about the topic you're reviewing. Otherwise, the lack of enthusiasm will come out loud and clear.

However, you also need to make sure the topic is relevant to your ideal audience.

Coming up with content ideas every ... one ... week can feel like pulling teeth.

No more if you have my favorite content strategy document next to you ...

This 3 part process also solves the mystery of why their "buyer persona" (good customer profile, avatars) doesn't work for you, but ...

There's nothing wrong with building a buyer persona. And you didn't do anything wrong.

You lose these two pieces of the puzzle ... because, somehow, a lot of marketing exercises and programs make you practice persona and leave you hanging.

As a coach, consultant, solopreneur or small business owner, you need a strategy document that you can work with, rather than the complicated PowerPoint to deliver to the boss that will bring it to the boss.

Parsing through the documentation page is counterproductive.

In this article, my goal is not to show you how to create the most comprehensive content strategy document ever, or to use to market a Fortune 500 company.

I'll show you how to capture the most important information and align research and best practices into something that is digestible and actionable. Your Content Mapping document will be simple and useful - it will be something you can pass to any freelancer or contractor to ensure consistent content creation and promotion.

Content Mapping Documents are comprised of three components and will show you exactly what content to create for your business:

1. Persona Buyer

Yes, you need it.

However, many cookie cutter questions are BORING and less useful.

If you're not inspired by the run-of-the-mill template that asks you to fill in your age, race, income, and marital status, try these:

Tell a person's story to illustrate how it relates to how your product or service is relevant (if you have a different presentation, tell a different story) -

What is he thinking, how is he feeling, and what is he doing? What is the desired result, and how will it make him think, feel and act?

What did he do to try to solve his challenge? What works, what doesn't, and how is your approach different from everything he or she has tried?

Congratulations, you only know why you're relevant to your ideal client, how you can uniquely position yourself and how to get it in the audience.

2. Customer Travel

Your customers or customers will go through a "life cycle" with the level from the first time they meet you to make a decision to buy from you.

Together, they form a customer journey. To make it more organic, consider it from a storytelling perspective: exploring the journey of your ideal client hero and how you can deliver transformation at every level for them.

Usually, the three levels are Consciousness, Judgment, and Decision.

At each level, customers have the potential to find different content, tools and resources to help them. For example:

At the Awareness level, they look for a solution to the problem, but they don't know that you exist. You can attract these people to your site by creating content that provides a solution to the challenge.

(For practitioners with unique approaches or esoteric modalities, I often recommend adding some educational content or additional "initiation" to introduce a set of vocabulary to help your audience articulate their challenges and desired outcomes, while leveraging your expertise to deliver results. .)

At the Consideration level, customers have the potential to consider different options to solve their problem. Let's say they're trying to lose weight - they can work with a health coach or they can go for a diet pill. They look for content to help them understand the pros and cons of their choice.

In the Decision stage, they have chosen a solution and are looking for someone to provide the solution. They look for content to show them why they should choose one provider over another.

Content targeted at customers at every level talks about what they need - to tell them what they need to know about themselves, you, and your product or service - to move on to the next step.

3. Content Mapping

Once you have an explanation of your buyer persona and customer journey, you can create a grid and fill in the blanks.

You map different levels that develop through each person, and you have the structure to generate content ideas that address each specific level for that particular person.

But why stop here? You need to promote your content to be effective. You can make notes where you want to distribute content to be most effective.

For your awareness level, you are more likely to drive cold traffic through social posts, ads or PPCs. To the next level, you can put email marketing and ad ads back into the mix because you'll address audiences who already know something about you.

This may take a little research into your audience or a little digging into your existing data. Don't get hung up on getting it perfect ... you have to start somewhere and once you start implementing you can always come back to formulate your strategy.

Content distribution channels can, in turn, tell you how you deliver content. Ex. if your persona is suspended on Instagram or Pinterest, you may want to focus on visual content.

4. Additional Ideas

As you put this document together, you may come up with ideas that you want to describe but don't fit into the content mapping template.

You can capture ideas or thesis information as attachments to your document - e.g. promotional channels, content formats, brainstorming titles, brand voices, graphic elements and more

Finally, create this, live, breathing document so that your persona and content ideas change as you and your business grow.


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