I just wrapped up the first virtual Content Creation Clinic yesterday on creating your autoresponder series. Having a series of follow-up messages for new subscribers to your opt-in list is one of the best ways to engage with your VIPs. In the workshop, I guide participants through outlining (and create content for) 7 follow-up messages that create a bridge between their opt-in offer and the next action they want subscribers to take, based on their sales funnel.
Reviewing the templates got me thinking about the difference between just writing and creating content with a purpose. Solopreneurs that understand the value and impact of good content know that it is a priority element of their marketing toolkit. It can be used to drive traffic, make a sale, help establish credibility, and spark buying triggers.
Unfortunately, many solopreneurs write content without any real direction or purpose in mind. They mistakenly believe that just having a blog or guest posts helps their online marketing strategy. Their article might have brilliant content, but if it doesn’t have a purpose, they are missing an opportunity.
What do you want your content to accomplish?
Whether it’s a short blog post, article, report or video message, your content needs a purpose. Here’s a quick list of potential purposes:
- Increase SEO
- Promote affiliate products
- Drive traffic to your sales page
- Attract leads via an opt-in offer
- Boost your credibility and authority
- Motivate a response/comments/links
- Convert browsers or subscribers to clients and customers
- Create deeper connections and engagement with your VIPs
Sometimes your content has more than one purpose. For example, a an ebook you create may be designed to collect opt-ins and generate income through affiliate links. Or you might use the same ebook to drive traffic to a sales page or the page on your site where you list your services.
Create a Plan for Your Content
Different people take different approaches in how they use content. Regardless of the ultimate purpose of your content, the best content creation process starts with having a plan. You may plan your content for the coming week or you may plan it for the entire quarter.
Planning your content means determining your topic and related key words. You’ll also map out when you’re going to publish it and where. Ideally, you’ll integrate your content into your traffic generation, SEO, sales and marketing strategies.
For example, you may know that in three months you’re going to launch a new service. Content published during the month leading up to your launch should focus on the new offering. It will be used to generate interest and excitement and drive traffic to an opt-in page where people can sign up ahead for notification about your launch. They might also receive a special pricing opportunity. Another purpose could be to generate awareness for the need of your new service.
Your Call to Action is Connected to the Purpose of Your Content
Every piece of marketing content you create needs to have a call to action. Let’s say you want to more conversation and feedback for your blog posts, your call to action will ask readers to leave a comment. Or. if you want to drive people to a sales page, you need a call to action that instructs them to “visit LINK” to learn more. This is how your call to action connects to your purpose.
Does your content have a purpose?
Is your content part of your overall business growth and client attraction strategy? Look at the content you have planned for the next week or month. Does each piece have a purpose? Do you have a call to action? If not, make revise your content and start getting the results you want.