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CLASS 4 | LESSON 1Generating Topic Ideas
Demand Generation CourseRamli John
Crafting The Perfect Content To Attract Your Ideal Buyer
DEMAND GENERATION COURSE JOURNEY
Class 1The Foundation of
Demand Gen
Class 2Marketing & Sales
Alignment
Class 4Creating The
Perfect Content
Class 5Turning Eyeballs
Into Leads
Class 6Content
Promotion
Class 3Defining The Ideal
Buyer
Class 7Outbound Marketing
Class 8Nurturing Your
Leads
✓ Lesson 1: Research and build a list of content topics using the CHARM model to attract your ideal buyer
✓ Lesson 2: Build a plan to creating the perfect content type and topic for each stage of the sales funnel
✓ Lesson 3: Craft the perfect content to attract your ideal buyer and search engines to your website
✓ Lesson 4: Create a plan to create consistent video content for your business for brand awareness
CLASS FOUR OBJECTIVES
CONTENT PLANNING WORKSHEET
WHO IS YOUR IDEAL BUYER?
The better you know your audience, the
better you can craft irresistible content to attract your ideal
buyer.
To attract people to you, you need help them become superheros.
You need to help them hone their superpowers.
SOURCE: https://screenrant.com/logan-professor-x-men-charles-xavier-facts-trivia/
Content is how you’ll
help your audience hone
their superpowers, which
when done correctly,
leads to trust.
WHAT ISCONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
SOURCE: CONTENT MARKETING INSTITUTE
The key to effective
content marketing
is to focus on
thought leadership
over hard selling.
Thought leadership consists of ideas that require attention and that offer guidance or clarity. Thought leadership needs to be educational and provocative at times.
Jon MillerCEO of Engagio and Co-Founder of Marketo
THOUGHT LEADERS
WHAT TOPICS SHOULD OUR CONTENT BE ABOUT?
THE HERO STATEMENT TEMPLATE
(My company name) is
a hero to (ONE persona) that
wants to (ONE job to be done) .
THE CHARM METHOD
SOURCE: GETMOREVIDS.COM
USING THE CHARM METHOD TO GENERATE CONTENT TOPIC IDEAS
SOURCE: GETMOREVIDS.COM
One Job-To-Be-Done By One Persona
Fears
Pains
Successes
Frustration
Roadblocks
FailuresShortcuts
EXAMPLE OF THE CHARM METHOD
For freelancers, get paid faster
What to do if your client “ghost” you
Accepting bitcoin
Success story of how a freelancer
got paid right away
Writing a contract
Best practice when it comes to payment terms
Common mistakes freelancer makes
Ways to accept payment
ORGANIZE TOPICS AROUND JOBS-TO-BE-DONE
One Job-To-Be-Done of One Persona
Fears
Pains
Successes
Frustration
Roadblocks
FailuresShortcuts
One Job-To-Be-Done of One Persona
Fears
Pains
Successes
Frustration
Roadblocks
FailuresShortcuts
One Job-To-Be-Done of One Persona
Fears
Pains
Successes
Frustration
Roadblocks
FailuresShortcuts
BUZZSUMO
GOOGLE AND YOUTUBE’S AUTOCORRECT
SOCIAL GROUPS AND FORUMS
BOOKS AND CONTENT
✓ What are the most frequently asked questions you hear?✓ What do our customers need help with?✓ What do you wish people knew about our industry? ✓ What are industry experts, social media, and competitors
talking about?
ASK SALES AND SERVICE TEAMS FOR SOME IDEAS
What do you see as the advantage of this approach?
EXERCISE: CHARM CONTENT CREATION
One Job-To-Be-Done of One Persona
Fears
Pains
Successes
Frustration
Roadblocks
FailuresShortcuts
✓ Research topics from Buzzsumo, Google’s auto-correct, Facebook Groups, forums, Amazon and more.
✓ Create 3 to 5 bracelet/charm rings to generate topic ideas for your content
FILL IN THE TOPICS IN THE CONTENT PLANNING WORKSHEET
Crafting The Perfect Content To Attract Your Ideal BuyerCLASS 4 | LESSON 2Content Planning for Every Stage of The Buyer’s Journey
Demand Generation CourseRamli John
You need to add a lot of value to people, before you try to extract value from them.
You add value by providing them with educational,
entertaining and empowering content
THE ENGAGEMENT CONTINUUM
VALUE SALES MESSAGE
70% 30%
1. Educate
2. Empower
3. Entertain
EXAMPLE: HUBSPOT ACADEMY
EXAMPLE: CXL BLOG
EXAMPLE: SEEKING WISDOM PODCAST
EXAMPLE: RAND FISHKIN - SPARKTORO.COM
CONTENT IS DEFINED BY:
1. Topic
2. Purpose (sales funnel)
3. Format
COVERED IN THE LAST CHAPTER - CHARM METHOD
For freelancers, get paid faster
What to do if your client “ghost” you
Accepting bitcoin
Success story of how a freelancer
got paid right away
Writing a contract
Best practice when it comes to payment terms
Common mistakes freelancer makes
Ways to accept payment
CONTENT IS DEFINED BY:
1. Topic
2. Purpose (sales funnel)
3. Format ★ Context
SALES FUNNEL STAGES
SOURCE: HUBSPOT
The best content
incrementally
builds trust first.
SALES FUNNEL STAGES AND CONTENT TYPE
Video
Webinar
Sales Demo
✓ Blog✓ Quizzes✓ Polls✓ Games✓ Infographics✓ E-books✓ Giveaways✓ Dictionary✓ Infographics
CONTENT TYPES
✓ Videos✓ Events✓ Email
Newsletter✓ Illustrations✓ Tool Reviews✓ FAQs✓ Q&A Session✓ Webinars
✓ Case Studies✓ Charts/Graphs✓ Demo/Videos✓ Checklist✓ Price Lists✓ Ratings✓ Calculators✓ Interactive
Demo
TYPE OF CONTENT FOR AWARENESS STAGE
SOURCE: HUBSPOT RESEARCH- https://blog.hubspot.com/marketing/video-marketing
CONTENT AND SALES FUNNEL STAGES
FILL IN COLUMN C-E IN THE CONTENT PLANNING WORKSHEET
CLASS 4 | LESSON 3Crafting The Perfect Awareness Content
Demand Generation CourseRamli John
Crafting The Perfect Content To Attract Your Ideal Buyer
CONTENT PLANNING WORKSHEET
WHAT ISSEARCH ENGINE OPTIMIZATION (SEO)
The process of getting traffic from the “free” or “natural listings” on search engines. These listings are ranked based on what the search engine considers most relevant to their users.
FOCUS ON OPTIMIZING FOR SEARCHERS, NOT JUST SEARCH ENGINES.
EXAMPLE WITH OPTIMIZED WEB CONTENT
✓ Title with keywords✓ Meta description with keywords and CTA
✓ Headings with keywords
✓ Keywords in URL
✓ Relevant images with alt tags
✓ Short paragraphs with bullet points and heading tags
✓ Internal and external link with keyword
WEB PAGES OPTIMIZED FOR READERS AND SEARCH ENGINES
TOPIC CLUSTERS FOR SEO
SOURCE: https://research.hubspot.com/topic-clusters-seo
TOPIC CLUSTERS FOR SEO - EXAMPLE
SOURCE: https://research.hubspot.com/topic-clusters-seo
YOU’VE SEEN THIS BEFORE! ENTER THE CHARM
For freelancers, get paid faster
What to do if your client “ghost” you
Accepting bitcoin
Success story of how a freelancer
got paid right away
Writing a contract
Best practice when it comes to payment terms
Common mistakes freelancer makes
Ways to accept payment
We should stop talking about ‘mobile’ internet and ‘desktop’ internet. It’s like talking about ‘colour TV vs. black and white TV.
Benedict EvansPartner at Andreessen Horowitz
ON BEING MOBILE FRIENDLY
Mobile is the internet.
✓ Be helpful - use words such as tips, reasons, tricks, lessons, facts, secrets, strategies - example “5 Tips to Write Blog Introductions Like a Pro”
✓ Use fear - use words such as avoid, fear, mistake, miss - example “Avoid THIS Mistake Before It’s Too Late”
✓ Be different - use puns, current world events, pop culture, movies - “5 Marketing Tips From Luke Skywalker in The Last Jedi”
✓ Be ultra-specific - deep-dive into a particular topic
CREATE AN ATTENTION-GRABBING TITLE
FIVERR BLOG
FIVERR INFOGRAPHICS
FIVERR BLOG
How often should you post content?✓ How much content do you have?✓ What type of resources do I have for managing content?✓ Who comprises my audience and where do they find
content?✓ How will we promote our blog posts?
CONTENT CADENCE
FILL IN TITLE AND PUBLISH DATE
CLASS 4 | LESSON 4Creating Video Content on a Budget
Demand Generation CourseRamli John
Crafting The Perfect Content To Attract Your Ideal Buyer
TYPE OF CONTENT FOR AWARENESS STAGE
SOURCE: HUBSPOT RESEARCH- https://blog.hubspot.com/marketing/video-marketing
BEST OF CONTENT FOR BRAND RETENTION
SOURCE: HUBSPOT RESEARCH- https://blog.hubspot.com/marketing/video-marketing
✓ Brand Video✓ How-to videos
✓ Expert interviews
✓ Case study and customer testimonial videos
✓ Live videos
VIDEO FORMATS
EXAMPLE OF LIVE VIDEO: INTERNATIONAL WOMEN’S DAY
MYTH: YOU NEED AN EXPENSIVE CAMERA
TO MAKE VIDEOS
TRUTH: TODAY’S SMARTPHONES CAN
SHOOT HI-RES VIDEOS
✓ Smartphone tripod - $20-50✓ Lapel microphone - $15-30
✓ Lights (optional) - $100-300
✓ Stabilizer (optional) - $150-300
INEXPENSIVE EQUIPMENT
✓ What is the goal?✓ Where is the video going to live?
✓ What is the due date?
✓ What is the budget?
✓ What will constitute success for the video?
HOW TO CREATE YOUR FIRST VIDEO
SCRIPTING YOUR VIDEO
FOCUSING YOUR VIDEO
RULE OF THIRDS
EDITING YOUR VIDEO
PUBLISH YOUR VIDEO
Resource for Youtube vs. Wistia: https://wistia.com/learn/marketing/wistia-vs-youtube
How can you add video to your company’s content library?
THAT’S ALL FOLKS!
✓ Lesson 1: Research and build a list of content topics using the CHARM model to attract your ideal buyer
✓ Lesson 2: Build a plan to creating the perfect content type and topic for each stage of the sales funnel
✓ Lesson 3: Craft the perfect content to attract your ideal buyer and search engines to your website
✓ Lesson 4: Create a plan to create consistent video content for your business for brand awareness
CLASS FOUR RECAP
DEMAND GENERATION COURSE JOURNEY
Class 1The Foundation of
Demand Gen
Class 2Marketing & Sales
Alignment
Class 4Creating The
Perfect Content
Class 5Turning Eyeballs
Into Leads
Class 6Content
Promotion
Class 3Defining The Ideal
Buyer
Class 7Outbound Marketing
Class 8Nurturing Your
Leads
✓
