You have always wanted a system for creating profit-making content; its implementation makes selling a natural consequence, allows your messages to be more incisive and build a relationship of trust with your audience that will see you as an expert in your industry.
When it comes to content and sales, entrepreneurs fall into two groups:
- group 1 – is convinced that to sell it is sufficient to put an image or a call to action inside a post or insert a link to the page of your online store. Bad news: 96% of a site’s visitors are not ready to buy. Content is a tool to be used to attract new readers, with the aim of providing exactly the answers they are looking for at that moment. It is important to be aware of the funnel concept to understand the different characteristics of the people who interact with your brand at different times and to be able to make a precise and precise map of the contents.
If you are part of this first group, convinced that the contents that lead to the sale are a link to your sales page or an image of your offer, you will soon change your mind;
- group 2 – keeps content and sales separate: content is used to attract more traffic, while sales are used to sell more or to capture more customers. There is nothing wrong with having tens of thousands of monthly visits to your site, but it is completely useless if you are unable to monetize. Content alone is not of great help to your brand, you can have huge traffic and earn nothing, if those who want to buy from you are not included in this traffic. A good practice is to convert the readers of a site into subscribers to the mailing list, because a richer mailing list means more sales.
Content is never an end in itself, it is always a means
Content is a tool at your disposal and it is important to establish purpose and objective even before having created it.
Many companies make content without having the slightest idea of the purpose: big mistake, because it is essential to have a strategy that guides your content marketing. Here are the six crucial points to define to build a solid strategy:
- the basics – determine what the types of content and tone of voice of your brand will be;
- the audience – describe your ideal client;
- content creation – defining a process for creating new ideas and a system for capturing these ideas in a swipe file;
- the editorial calendar – plan the entire organization of the publication;
- content creation – that will capture readers and be well positioned with your audience’s key words and phrases;
- the content enhancer – to amplify and enhance existing material.
The 7 Methods Content System to transform the user into a customer
Why do we create content?
There is only one fundamental reason: to guide a potential customer in the buyer’s journey , that path that he undertakes from the moment he becomes aware of a product or service to the point where he decides to proceed with the purchase.
The contents must provide all the necessary information and clarifications to potential customers, educate them so that they can make the right decision, convincing them that your offer is the solution to their problems.
The way we inquire and buy has changed radically compared to the past, today before buying something we go through these stages:
- we realize we have a problem, a difficulty;
- we are looking for a possible solution, a product or service that solves the problem;
- we read reviews, make comparisons, ask friends for advice via social media.
This process is done directly from home, without pressure, without physically interacting with anyone.
It is what is called Zero Moment of Truth , the zero moment of truth, when we search the web for the necessary information regarding a certain good or service.
On average, 70% of purchase decisions are made online, without contacting companies or sellers. You get an idea, a general impression, and often the path to purchase starts right here.
Regardless of the sector in which you operate, the size of your company, the positioning of your site, it is important that you fall within this Zero Moment of Truth : to do this, it is sufficient that you answer the questions of your audience at every stage of its travel.
Create different content according to the user’s awareness level
A potential customer is ready to buy from you when:
- acknowledges that he has a problem and is aware of the consequences;
- he wants to solve that problem and can see the benefits it would have;
- knows that there are solutions;
- is convinced that your solution is the right one.
Always keep in mind that not all potential customers have the same level of awareness about your offer, and depending on the stage in which they are, they will have different requests and needs. To simplify, we can divide potential customers into three macro groups, each of which requires adequate content, which can respond to doubts and questions that the user poses at that stage:
- Awareness level (beginner): the user identifies a symptom of a potential problem and is probably seeking only relief or elimination of the symptom. Try to read as much as possible on the subject, to get information, he can feel embarrassed by his own ignorance. At this stage, the content must focus on what and why , that is, pay attention to the problem, its causes, possible wrong behaviors, bad habits to be changed. In the contents, the suffering caused by that problem should be emphasized.
- Evaluation level (intermediate): the reader has a clear understanding of the problem and is looking for solutions. Your content must offer a lifeline, make it clear how your product can solve the problem, propose ideas to eliminate the wrong behaviors, strategies to use, tutorials with concrete suggestions. These contents are focused on how: how can I use this product to reach the desired solution?
- Decision level (advanced): the reader is aware of the problem and your solution; he is clear how the product can help transform his life. The contents in this phase must talk about results, they must increase the desire to buy your solution. To create effective content you must always keep in mind the difficulties of the potential customer, the pain points , his critical points, the problem he is experiencing at a given moment, creating desire for your solution and for the benefits it will bring.
To develop content that works, you need to formulate 5-10 questions for each of the three levels listed that will serve as a reference: all you have to do is answer and clarify the doubts and questions that will emerge from these questions.
Plan campaigns that generate profit
The first step you need to do is think in terms of campaigns.
A campaign is nothing more than a coordinated content kit that you create and distribute in a given period of time to achieve a specific goal. The goal must be precise and measurable (e.g. increase sales by 30%).
Each content contributes to that specific goal, everything revolves around it, resonates strongly in your readers and gives great impetus to your offer
There are two types of campaigns:
- regulars, which you usually use for your main offers, can be made at any time and repeated;
- unique, usually done once or twice a year, they can be linked to important events and dates.
You can start immediately, choosing an ideal period of time, such as six months or a year and then distribute in this period campaigns concerning the creation of a new product, new services you want to offer, existing offers that you want to continue promoting .
How to carry out the campaigns
Now that your calendar is divided into campaigns, you have to decide what will be the contents that will be inserted, always keeping in mind that these must be aimed at achieving the goal set for each campaign.
A very simple method is to have adequate content that covers all the highlights of marketing, namely:
- attract your ideal customer to your site;
- capture it, by subscribing to the mailing list;
- involve him, through e-mails and establishing trust;
- convert the user into a customer and then into a brand ambassador, through a lasting and solid relationship.
Remember that there is no need to overdo it, as long as you create the minimum viable , the minimum that works. You can only do campaigns via email, simple and minimal, and have good profits.
A practical example: the attraction, capture and engagement phase could last 3-4 weeks with posts on your blog, videos, podcasts, emails leading to the actual launch of the product, trying to provide answers to the various questions concerning the different phases of the buyer’s journey.
The conversion phase could last 1-2 weeks, you could do it with a series of webinars or workshops, at the end of which you will present your offer. The objective of this phase is to create desire for your product: you can also propose the purchase immediately, with a series of emails and calls to actions in each.
You will probably wonder if all these contents to be created are not too many, if there is not too much work to manage at the same time as your business.
Keep in mind that you don’t have to reinvent the wheel and that you can refer to all the marketing tools you already have available, such as lead magnets, infographics, posts.
If instead you start from scratch, then you can do an analysis of the contents you are missing, proceeding in this way:
- identifies the content that the campaign needs;
- establish the content that you already have and that can be modified and reused;
- decide which new content you need for the campaign.
7 methods Content in 7 steps (+1)
Step 1 – choose an offer on which to base your campaign. The promotion can be monthly, bimonthly or otherwise, depending on the time you have available and also on the public involved. Remember that the content you offer should help your readers:
- recognize that you have a problem and its consequences;
- find out that there are solutions and that they could be fine without that problem;
- consider various elements to arrive at the choice of a product or service, eliminating any wrong beliefs regarding the solution and its benefits;
- provide social proof and confirmation that you offer the best.
Step 2 – decide the economic return that your campaign must have. You can rely on past data in your possession, on the size of your mailing list and on the estimated conversion rate, or on the campaign’s earnings objectives.
Step 3 – plan the campaign, using the four-step marketing process, i.e. attract, capture, engage and convert.
Step 4 – list all the specific content you will need to create to support your campaign (number of posts, landing pages, emails, Facebook campaigns, pdfs etc.).
Step 5 – enter the exact dates when you intend to publish each content.
Step 6 – implement the campaign: start the process you have planned.
Step 7 – check and identify any holes. See if you managed to achieve the goals you had set yourself and if not, try to understand the reasons.
Step 7+1 – analyze and take note of what you might need the next time you do the same campaign, evaluate ideas for new content, also based on questions raised by the public, think about what you could do to achieve better results.
By working in this way, you are planning in advance what to promote and when to do it, and at the same time you are creating a map of the contents that you will need precisely for that specific campaign. Every single content is aligned and revolves around the same goal: to clearly explain the transformation that your offer will bring to your ideal customer, making him appreciate the solution you propose to solve his problem.
And even if no one will buy that specific product, you are still offering value, you are giving content that increases your credibility in that sector, you place yourself as an expert worthy of trust. You are creating awareness of your brand and when the customer is ready to buy, he will have you in mind and will certainly come to you.
Insert the content system into the workflow
To have a good flow in content creation, I suggest you put together works of the same type and carry them out in bulk.
For example, instead of writing one post at a time, write three; not an email, but you are: in this way you will make less effort and save time in the long term, you will not have to continuously switch from one job to another, risking losing concentration and creative drive.
For this activity it is of fundamental importance that you have a swipe file in which to put the ideas just sketched, which you can later develop and insert into your content.