Are you captivating your audience with your content?

Today we are going to be diving into segment two of our organic lead generation series - captivating content.

There are many aspects to your content and many forms, but what we see most often are expert coaches getting stuck on the content creation hamster wheel, overwhelmed with ‘having to post’ and feeling like they are marketing themselves 24/7 instead of doing what they were born to do, which is coach.

However, there is an easier way. There is a way to spend just two hours a week on content and still have that presence that you need online, to build know like and trust with your market.

We use a blend, as with everything in our business, of team and automation to make our process as seamless as possible.

Before we dive into that however, let's cover the basics of what content can look like and how you can follow a simple formula to create your own.

The first is that you absolutely need to understand the pulse of your niche, so go back and dive into our niche series if you haven’t done so already.

Once you know that, “bucket” your content ideas into themes and create one central place where you can capture thoughts and ideas as they come up. These thoughts and ideas may come in the shower, they may come off the back of a conversation on a sales call etc. When we listen intently to our market and then create content that speak to that, then we get the head nod effect.. We get DMs like - how did you know that I feel like that?

What you want to do next is map things out in an order that makes sense. A before B.

Then, how to actually create that content and the different forms - one is long form and we post this roughly once a week.

We follow the easy format of HPEBBECTA:

Headline

Pain point

Emotion of pain

Breakthrough story

Benefit

Emotion of benefit

Call to action

Next is short form one liner Call to action (CTA) - where we call out who wants X or who wants to get rid of pain Y.

This brings them forward for your lead magnet and I’ll outline how that works later.

Next we create evergreen content for podcast and YouTube and this is done using a simple mike and an iphone.

In terms of content for the podcast and youtube video, we circle back to our buckets and map out key bullets of what is going to be in the episode - this normally takes 5-10 mins.

When recording, it is easy to flesh out certain points that you wouldn’t get into if it were e.g. a written piece.

That video then becomes the YouTube video, segments are extracted for micro content that then is published across IG and TikTok and episodes are also tagged onto the back end of our email nurture sequences, so over time, our nurture process is one huge machine, working for us in the background every single day.

What we then do is write just one piece (like this one) for YouTube and then that same piece is repurposed across email, blog, articles etc.

It is important to make sure that we track the performance of content, when we have an established audience, so that we can see what lands and what doesn’t - as we all know the definition of insanity is doing the same thing over and over and expecting a different result.

So create a simple tracking mechanism to see what lands and what doesn’t so that you can do more of what works and less of what doesn’t.

It is also really useful to batch content, so we for example do it in one sitting, two hours on a Monday morning. That way, we aren’t getting up every day thinking ‘what will I post today’.

The advanced version of all of this involves our team and a lot of automation. We use airtable to keep all content in one place and each colum when complete on airtable triggers an automated slack message for the person who needs to take it forward. For instance, when my recording is ready for podcast and video and I have uploaded it to vimeo, I add the url to airtable and that notifies our podcast and video editor to start their work and then they take it from there.

This is in place for each instance of workflow so there is full confidence on the team that everything is under control.

Now onto the most important point. If we are putting content out there, with no strategy, we have a hobby, not a business. We must drive leads into our business through our content, so we quite simply must provide a CTA - we must tell them exactly what we want them to do.

We do this in two ways, we instruct ideal clients to comment below the post to get the gift (i.e. lead magnet) that we have offered and then we move to DMs to send it to them, via a funnel.

Alternatively we ask them to reply to the post via DM and again pop them through our funnels and onto our list.

Or reply to email etc, it is all the same idea. We then pre qualify our leads to see what they need support with and then pop them into the sales mechanism that will help support them most