The purpose of content is to educate or to entertain. If you are using content to promote your products or business then quite often you will be educating in some capacity.
Many times our product or service is designed to quickly take a person from ‘A' to ‘B'. The content often also assists in that same transformation but in smaller pieces.
So, content is tidbits of the ‘A' to ‘B'…
And the paid product or service is speedier results of the ‘A' to ‘B' transformation.
Content should be an extension of the product or service. It should entice but not overly reveal.
The best content whets the appetite for the paid product or service.
So, how do we quickly and easily create an entire content marketing plan?
All we have to do to come up with a really solid content marketing plan is to compare the difference between ‘A' and ‘B'.
Who is the customer before the transformation? How are they difference after using the service or product, or after they read the content?
Here is an example I did for my digital marketing company:
- ‘A' – Zero Knowledge Business Owner
- Has a website but it does nothing.
- Doesn't use many marketing channels if any, poor priotity
- Doesn't know targeting or how traffic works.
- Doesn't collect emails.
- Doesn't know about sales funnels.
- Doesn't know what conversion rates are.
- Doesn't make any money online.
- Doesn't understand analytics.
- Doesn't invest because doesn't know where or how.
- Tries to do everything themselves and gets overwhelmed.
- ‘B' – Fully informed, Business Owner
- Solid website,
- marketing on multiple channels,
- targeting the right people,
- driving traffic,
- capturing emails,
- developing a sophisticated,
- automated sales funnel and see consistent m/m sales growth with improved conversion rates.
- Understands the analytics to make decisions.
- Willing to invest because understands the value and future.
- Smart enough not to do it themselves because it won't get done quickly and often it won't get done right.
B is simply the positive reflection of A. I created 10 points of interest with regard to the transformation I want for my clients.
Then I simply took the negative “does not” and the positive “does” and placed them in the correct list.
Then those points of interest gave me clear direction on what type of content and product to create.
If I can clearly see the difference between an ‘A' and ‘B' I get an understanding of what needs to happen to turn ‘A' into ‘B' thus creating the value the customer wants.
The customer wants a change or a transformation. The value is in making that a reality.