How to Create Content That Connects With Your Ideal Customers

The best leads are the ones who trust you.

Here’s how it usually plays out:

You pay your web designer, and sit back and wait for the leads to come in.

You wait.

And wait.

And your website doesn’t deliver.

Digital tumbleweeds are passing through.

No one is coming to your site.

So you decide to look online. See what other people are doing to get leads.

You discover a whole world of online marketing you didn’t know about and don’t want to.

'If I wanted to spend my entire life on marketing,' you think to yourself, 'I would have specialized in that!'

There’s a better way.

How do we know?

That’s what we’re going to get into in this step-by-step guide.

What you’ll find in this step-by-step guide

1) Why you need to be doing some sort of marketing, and how to reframe it so you don’t end up going crazy.

2) How to get in front of the right prospects.

3) How to create content that has prospects contacting you rather than you reaching out cold to them.

4) Turning strategy into content.

5) How to batch your content creation.

6) How to create 27 pieces of content from one video.

1) You need to be doing some sort of marketing.

People need to know what you do

And the best way to get them to know what you do is to have some sort of marketing engine that describes exactly how someone can hire you, or refer you to someone who can hire you.

Marketing isn't just a way to shout "HEY BUY MY THING!"

We work with plenty of people who know they need to have a marketing system implemented but they somehow feel like marketing is unsavory, and not for them.

Marketing is necessary

Avoid the phrase "a necessary evil" because you didn't get into business to be evil. But if the way you used to get clients isn't working, it's time to try something new.

Test it, see if it works

Marketing doesn't generate leads overnight. So set yourself up for 90-day experiments. "Will this work?" you'll ask, and then make sure you don't go back on your plan for the rest of the quarter.

Some people get hung up on this part - if you have questions just click that button!

Before we go further:

You need to be doing some sort of marketing, but you don't have to do all of it.

In fact, all of online marketing can be summed up using a fishing analogy.

Digital marketing (sales pages, email sequences, webinars, opt-ins, sales funnels) is the net.

Content marketing (blog posts, videos, social media marketing) is the fishing pole, the lure, and the bait.

Used in conjunction, you'll see success.

They're both critical. A fishing net alone will not catch any fish. On the other hand, going fishing without a net will ensure you don't bring anything home.

But a simple set up will do. Sure, the commercial boats will catch more fish, but there'll still be enough fish left for the person with a fishing pole set up at the end of the dock.

And if you don't even have a fishing pole, the idea that you'd have to buy a boat and hire a crew is daunting for anyone.

So keep that in mind as you get started -- simple works just fine.

2) Get in front of the right prospects.

The Wrong Way:

Thinking it's somehow still a "numbers game"

I get cold pitches on LinkedIn every single day. Once I asked how often it works. The response? "If I send 500 notes, I get one response." And that's just a response, not a conversion. There's a better way.

The Right Way:

Allowing digital marketing to be responsible for part of the sales cycle

The push to automate everything has made the human connection more important than ever, which means you can create content (usually videos) to connect with prospects at scale.

Setting up a marketing system is playing the long game.

3) Create content that has prospects contacting you.

AKA Conversion-oriented content

3 questions we ask during our content strategy sessions:

  1. What are the questions you're asked by your prospects?
  2. What are some questions you wish people would ask you when they're on a call with you?
  3. What's missing in the conversation?

We also research keywords.

What are some of the high-value keywords in your industry? What are other people like you putting out, content wise?

These questions (and their answers) form the basis of a robust content strategy. In fact, for some clients, strategy alone is what they need. If that describes you, click here to map out your content strategy together.

4) Turn strategy into content.

For some people, getting a list of topics they could create content around is energizing.

For others?

It's agony.

And I get it. In today's noisy world, in order for any piece of your content to get any amount of attention from the search engines, it has to be the best article about that topic.

Which means it has to be long.

And even if you're a good writer, and love writing, you probably don't have the space or the time or the interest to spend half your working time writing.

So the list of potential topics ends up sitting on a digital shelf somewhere, mocking you, saying, "here's what you could create if you gave it some time" which further stagnates your content production.

Meanwhile, people are coming to your site and seeing that you haven't updated your blog in three years. "Huh," they think, "maybe this person isn't in business anymore," and they continue searching, then end up as another client of your competitor's. 

Or... try the easy way: video.

I get it, video can be intimidating. What if you mess up? What if you sound terrible?

It's like my dad said when teaching me photography in the digital era: these days, film is cheap!

Meaning: no one says you have to show your first few takes to the world.

In fact, you probably shouldn't.

But you shouldn't dismiss video altogether. Especially if you're not interested in writing thousands of words per week to create great content.

In fact, video is about playing a different game. Ignore the search engines altogether, because you're an expert and your clients are people, not robots.

I can anticipate the responses here, and no, you don't have a face for radio. You don't have to look like a supermodel or a news anchor to effectively do video.

There are two reasons to really love video: it's an easier way to convey your expertise, authority, and tone, and it's endlessly repurposable.

Planning on outsourcing this? That's what we do!

5) Record a bunch of videos at once.

Creating four videos is only marginally more difficult than creating one. And it's absolutely worth doing, because if you're publishing content once a week, setting aside two hours to have enough content for a month is something you have time to do.

Here's how to do it:

  • Don't worry about changing your outfits or clothes. No one is paying attention to what you're wearing.
  • Use enough lights to make sure you don't look spooky.
  • Make your audio good enough so people don't think about the audio. Mute your dog if you have to.
  • Look at the brain dump from your content strategy session.
  • Find the one that jumps out at you. Actually, find three or four. Write them down on an index card and commit to recording all of them in your session.
  • Think through the shape of what you're going to say. How will you start each video? What will you say? How will you end it? How will you keep talking about just one thing for at least five minutes?

6) Turn one 5-10 minute video into 27ish pieces of content.

Here's where the real magic happens.

After you've finished recording, here's how to get the most bang for your buck:

(and reach out if you need help with this piece, operators are standing by!)

  • Edit the video: Take out the ums, ahs, and start agains
  • Cut it into the right aspect ratios: 16:9, 9:16, 1:1, etc.
  • Add captions: Hard burn those in for accessibility and the people watching on mute
  • Edit a one-minute segment: Two sizes here: one for Instagram, one for TikTok
  • Write the post:Take your transcript and plop it into a Google doc. Now, rewrite it as if the person who's reading it won't watch your video (because they won't).
  • Take a little pause, and allow yourself to feel proud of how good that post is, how on brand, how on message, how you it is.
  • Then, read through it like you're an old timey gold miner. Because there's gold in that post.

Here's what we look for when we do this part:

  • Long-form standalone thoughts. What can you pull out, that can stand on its own? LinkedIn's character limit is 1048. How many LinkedIn posts can you create?
  • Short-form thoughts. Pithy quotes can be good for both Instagram and Twitter.
  • Good one-liners. Fragments that form some small part of your overall philosophy.

Pair the copy with the appropriate hashtags, grab a relevant picture to help people stop on your post, and now your one video becomes the backbone of a very robust social media strategy in addition to an excellent content strategy!

Want some help getting started? We'd love to talk!

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