Here’s a content “hack” I got from a coach I had a while back.
The idea behind it was to map out all the content themes I wanted to talk about and just populate each theme with a content “idea”.
Basically, have a bunch of content ideas around different topics.
I’d then schedule a few reminders in my phone at key times in the day. The idea was that when the notification came, I’d open the file, pick out the next idea in line and just write something around that topic.
Have you tried something similar yourself?
Oh, you did?
Awesome, because that’s what I used to do too.
But… after opening the file and looking at the topic… I sort of didn’t “feel” the topic anymore… I couldn’t really understand why I liked it to begin with…
Or it just took way too much time shift my focus to content creation and write something down. By the time I would actually post something my energy levels would have been almost drained completely and I’ve spent already too much time on it.
Oh, you’ve had the same experience?
You’re not alone. Most people have the same experience.
And there’s a reason behind it. It’s called “Lack Of Strategy”.
I can almost hear you “What does strategy have to do with me not relating to my content ideas and spending too much time on creating content?”.
Just because it seems like a cool idea to post at that moment, it doesn’t really mean that it’s something really productive for your audience.
I mean look… when I work with new clients, we map out their entire strategy in the first month. And when everything falls into place, we can wrap up a week’s worth of content in about 3 hours.
End to end.
And that’s because we know exactly who the audience is, their biggest pain points, and how to guide them to the next stage.
If you have this information about your audience, the rest is just fitting in the pieces together.
We know Exactly what we want to say even before we sit down to actually create something. This saves us a lot of time. But most importantly, it generates engagement because the content is whispering inside the audience’s ears.
It’s not about creating content that you like. It’s about creating content that your audience likes.
Do you want to know what that content strategy is?
It’s really simple:
Meet Them Where They’re At
Everybody is at a different stage in their transformation journey and the one purpose of posting content is to guide your audience to the next stage in their transformational journey.
When it comes to “content that provides value” (I have a lactose intolerance reflex when I hear this phrase… but this is for another post) most posts follow the same formula.
They start off by telling a short story of how that person was having some sort of a problem…
It then continues with a solution to the problem and how it relates to the benefits to the products…
Call to action to the sales page…
While this is not a bad approach, it definitely can be improved.
And by improved, I mean give it some context.
Look, the strategy we’re using (and the one I’m about to show you in a minute) is nothing new. In fact, it’s been used as early as 1966.
One of the Holy Grails of advertising is the book Breakthrough Advertising by Eugene Schwartz. It was published in 1966 and the principles are still valid today.
The book costs $125 which is a bargain given the fact that after it went out of print it went for at least $2000 the copy.
Anyway, let’s not start a conversation about the history of marketing literature and just dive into the goods.
This is the 3 Step Strategy To Create The Content Strategy For 2019 In 30 Minutes (and the one we’re using too).
The book calls this being “Problem Aware”. And we just applied it to the current market we’re working with.
Let me put this into perspective.
The majority of your audience out there have no idea (or at least aren’t aware) of the discomfort they are having.
They don’t believe that the transformation is possible.
Coaching is just another self-help scam to make housewives spend money on something because they get bored at home.
Back in the corporate days, my colleagues would make fun of me for wanting to launch my own online business. That’s something reserved to the lucky few. “Make money online is a scam” they used to say (Hi guys, how are you? Still at the cubical? That’s nice 😊.)
When it comes to providing “value” with your content (I just had a gag reflex again…) most people go for “How-To” style of content.
Like “The 3 Exercises To Bigger Arms” or “How-To Lose Weight Eating Meat Every Day”.
Which is fantastic. There’s a time and place for everything. But most people won’t buy into your suggestions. Because they still don’t believe they can go through the transformation.
And because that’s the majority of the audience, that’s going to be the majority of our content.
What are a few of the pain points your audience is having right now and what’s causing them? Where do these come from?
Think about a way you can make them aware of these situations using content.
This is usually the “go-to” step for anybody who wants to do more content.
The book calls it “Information Aware”.
This blog is a piece of content that provides “Information” instead of “Awareness”. And like I said, there’s a time and place for everything.
Think of it as a funnel. The “awareness” pieces describe the source of the frustration (or whatever that may be) and when the audience is ready, they move on to the next stage in their journey.
Which is getting more information on how to achieve that specific transformation.
Now that they are aware of their discomfort and believe they can achieve that transformation, it’s time to provide some information on how to do that.
The book calls this stage the “Product Aware” stage.
If you know your audience well enough you did a very good job until now and it’s time to put your best foot forward.
In our case a call to action to a way that your audience can move to the next stage of their transformation journey.
Social media and publishing content is not about pitching things non-stop.
It’s about building rapport and staying in contact with your audience. I’m not saying that you shouldn’t be pitching on social media at all.
But do it sparingly. Instead, have a call to action to a conversation, to download a report, a checklist, a workbook, anything that will have them join your email list.
Some people will insist to pitch them directly (because if they have a problem and you’re not giving them the solution, it’s on you…), others will insist to never pitch your audience on social media.
While there’s no clear rule on this, it really depends. Personally, I like having a soft call to actions like “click here to read more” instead of pitches.
That’s reserved for special occasions (and emails).
And now for the real questions.
How long will it take you to put together YOUR content strategy for 2019?
I reckon that if you know your audience really well it shouldn’t take you more than 30 minutes.
If you want to play it safe and try out different things, plan out the strategy for the next 3 months and see how it goes.
There are less than 40 days left of 2018. The new year is around the corner. You only have a few more weeks to plan out our content strategy for the new year.
You can spend the next two weeks trying to pinpoint who your ideal client actually is what pain point they have, then you have 2 weeks off because of the holidays where you can’t get much work done, and managing all the client work in between…
Or you can have someone like me help you out and have it done is faster than you could while you spend a stress-free time with your clients and your family over the holidays.
If you are interested in having your content strategy sorted out send me an email at Mickey@MickeyHamat.com and if we are a good fit we’ll take care of everything.
Speak to you soon
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