How to create 12 months of content
I’ve just got back from Canada where I attended an implementation workshop with my own business mentor. The theme of the workshop is “Love on your List” – all about nurturing your community. During the workshop we worked on a plan for creating 12 months of content which was so useful that I thought I’d share it with you in this short video I filmed while in Toronto.
The reason this is so relevant is because very often when new clients come to work with me they bring what I feel is a very short-sighted approach to their marketing. They are always looking for where are the next batch of new potential clients coming from, the brand new people they can sell to, and often put a disproportionate amount of attention on what I call “quick-fix” approaches to marketing to generate these new “leads”.
But by doing this they are missing out on some of the real gold in their business because they are often not nurturing and keeping in touch with the people who already know, like and trust them and who could be just about to buy from them – as long as they stay front of mind.
My Launch Experience
For example, in my most recent launch, 26% of all the people who bought were not only already on my mailing list, but they had attended my webinars and been through my entire sales process in recent years, some of them several times. That’s a lot of sales I could have missed out if I hadn’t had a strategy in place of nurturing the people who don’t buy straight away.
The other great thing about having a strategy to nurture the people who already know you is that your nurture content can double as your marketing content (it does for me), so it’s also a way of creating new content to be shared with or found by people who are new to your community, giving them a way to get to know you so that they want to stick around to find out more – these are your customers of the future.
But despite the huge value in nurturing your list and creating regular valuable content, if you’re anything like me it is just too easy to let creating fresh content take a backseat. The reason for this block is different for all of us. For some it’s not knowing what to write in the first place, for others it’s needing to take time to flesh out the structure of the content, or maybe like me it’s the time to sit down and write the blog or creat the video. In my case I also like to get tangled up in the technicalities of getting my equipment set up and lighting right for video.
That’s a lot of things to procrastinate about! No wonder that for so many it keeps slipping to the bottom of the list.
And this is also why it was so useful to sit down and take the time to come up with a plan for an entire 12 months of content. And if, like some of my clients, you are sending out content fortnightly instead of weekly, then following this process will give you no less than 2 years of content!
So here it is:
A 4-Step Process to Create 12 Month’s of Content
Step 1: Survey your Community
I started by creating a very simple survey where I asked just 2 questions and sent it to my mailing list and posted it in my Facebook groups.
All you need to do is ask “What’s your biggest challenge when it comes to [insert the area that you specialise in helping people with]?”
If you don’t already have a large community to ask you can achieve the same thing by asking 8-10 people who fit your target market to let you interview them for 10 minutes to discover their top 2-3 challenges.
Step 2: Make a list of the top 12 challenges
Analyse your responses and come up with the top 12 challenges that your target market is struggling with.
Step 3: Come up with 4 Teaching Points
For each of these challenges come up with 4 different things that you could teach to help your community to overcome or resolve this particular challenge
With 4 teaching points for each of 12 challenges, that’s enough content to last a whole year!
Step 4: Create your Content outline
Next for each of the teaching points it’s time to come up with an outline for your content – it doesn’t matter whether that’s a blog, a video or a podcast. You will need:
- A subject title
- Flesh out a bit more detail of what you plan to cover in the teaching point
- An example or story to bring it to life
- Some practical advice to encourage implementation
- A call to action
The 3 Benefits of Following this Process
Firstly, you now have 12 months of content planned out – all you have to do now is sit down and create it, which will be so much easier now you don’t have to plan it all out as well as create it. (Today, on my first day back in the office after the workshop I’ve “batch-created” 6 videos to send out to my emailing list. Creating 6 videos in a day is something I’ve set the intention of doing numerous times before – but today is the first time I’ve actually achieved it!).
Secondly, the content you’ve planned has been designed to exactly meet the needs of your ideal client group – no more guessing what they will find useful. Because the information you share is directly relevant it will help people stay engaged with what you are sharing and have them turning up time after time to consume your content – and the more content they consume, the more value they will get. And the more value they get, and the more they get to know, like and trust you, the closer and closer they get to actually buying from you.
And of course the third benefit is that this doubles as fresh marketing content for people who haven’t heard of you yet – to draw them into your world and start getting to know you – so you are constantly growing the community of people who are interested in working with you and who will take action when the time is right.
I’d love to know how you get on
Why not come and let us know how you get in the the FREE Selling from the Heart Community Facebook Group – and if you have a pretty picture of your plan even better. In the group you’ll find lots of like-minded heart-centred business owners and exclusive content from me, including Live Q&As and sneak-peeks behind the scenes of my business. I’d love to see you there – just click here to join us.
In the meantime, I’d love to hear from you. Will you give this process a go? If you do, make sure you come back and let me know how you get on. Just type in the comments below.