How to create 12 months of content

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

How to create 12 months 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.

With Love & Gratitude,

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Please leave a comment as I would love to hear your thoughts

  1. Cherie Bennett on February 14, 2018 at 12:39 pm

    Hi Catherine,
    Glad you had a good trip to Toronto,
    I just wanted to say I found the 12 months content structure really helpful & will definately be working through this as my website is just in the process of being updated & having a blogg page added & also an autoresponder in place so I can start to build my community.
    Thank you so much for sharing this,
    Much love Cherie Xx

    • Catherine on February 14, 2018 at 6:05 pm

      Hi Cherie, I’m so pleased you found this helpful – as did I. And I’ll look forward to seeing the new website and blog when it’s ready! x

  2. Vicki Raven on February 14, 2018 at 1:35 pm

    Love this Catherine! I am changing focus at the moment (though still working with Teenagers) so need to have a marketing drive. What a great thought having 12 months emails all planned out!

    • Catherine on February 14, 2018 at 6:04 pm

      Ooh, intrigued Vicki… I shall look forward to hearing about the new focus (do tell!). Make sure you have a brand new Captivating Introduction ready for the Community Meetup in March! Also with the blog content take inspiration from Shola (below) who planned out 60 ideas in just half an hour!

  3. Shola Kaye on February 14, 2018 at 3:53 pm

    Thanks for this Catherine. I’ve been stalling for ages on creating a year long content strategy and had even bought a couple of books to help me along. I’d already surveyed my crowd so when I saw your latest blog post I thought I’d give your system a try.

    With a half hour I’d managed to come up with ideas for more than 60 posts, which means I have a few ideas in hand for some extra Facebook Lives too!

    Your blog post couldn’t have come at a better time. Thanks again!

    • Catherine on February 14, 2018 at 6:02 pm

      Hi Shola, Wow, that’s a great outcome from half an hours work – nice one! I’m so pleased you found this process as useful as I did – AND that it came at such a perfect time for you. Thanks so much for sharing – that means a lot 🙂

  4. Jutta Nedden on February 14, 2018 at 8:42 pm

    Hi Catherine, What a great strategy, thank you. Very helpful at the beginning of the year. I am pleased to have a clear structure with this.

  5. Samjhana Moon on February 15, 2018 at 8:46 am

    Thank you Catherine, this will be great for my new direction this year. I feel relieved already knowing that I’ll be creating content that my audience actually wants to hear! We have 1,000 members on our mailing list already, looking foreword to sending out a survey and getting started.

  6. Jan Zuchowski on February 15, 2018 at 12:20 pm

    Hi Catherine, what a great idea! I’m going to be implementing it too 🙂

  7. Chrissy on February 15, 2018 at 3:55 pm

    Brilliant – thanks so much for sharing this with us! It sounds so easy! I’ll try not to put my procrastination hat on before getting on with it!

  8. Lucinda Weis on February 16, 2018 at 10:33 am

    Oh my goodness, Catherine. This takes blogging from “never in a million years” to “champing at the bit and will definitely plan it for later in the year once I’ve got my website up and running and some workshops for parents organised”. I can’t believe how do-able it now seems. Thank you!

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