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Content to Cash With Jennifer Bourn
How to leverage content to attract clients, streamline workflow, and increase profits.
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It Seems Like Everyone is Talking
About Content
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Is Content Really King?
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Interpretation of strategy is wrong
Chatter is True, But…
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Believing You Must Always Create Something New
The Problem
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Do More With What You Have
Stop creating new content. Start repurposing, reusing, and recycling.
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Strategies for Busy Business Owners
(Not Copywriters)
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No one can hire you, buy from you, or learn from you if they don’t
know you exist.
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Not sure what to say or write
Problems With Blogging
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Write about what your prospects are looking for
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Who am I to write about that?
Problems With Blogging
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Your perspective & opinion is valuable
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They already wrote about that
Problems With Blogging
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Your audience doesn’t know who THEY are
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I’m not confident in my writing
Problems With Blogging
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The more you do it, the better you’ll get
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STEP 1:
! Gather a really big list of sample headlines
Headlines Exercise
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STEP 2:
! Quickly scan list
! Find a headline you like
Headlines Exercise
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STEP 3:
! Write as many headline ideas as you can
Headlines Exercise
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STEP 4:
! Note key ideas and topics
! If a number, list each number
Headlines Exercise
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! Do it fast, without self-editing
! Skip a headline that doesn’t give you an idea
! Set a timer. Challenge = 52 headlines
! Include a call to action
Headlines Exercise
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! Publish new post per week for a whole year
! 52 new opportunities to be indexed by search engines
! 52 new opportunities to be found online
52 Headlines
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Download 200+ Fill In The Blank
Headline Formulas
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! Write one core article
! Do your home work and put in the effort
! Must be awesome
! Edit for specificity
Turn One Headline into 30+
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! Are You Struggling With How to Make More Sales Online
! How to Make More Sales Online In Six Easy Steps
! What Every Business Owner Needs to Know About How to Make More Sales Online
! 3 Easy Ways You Can Learn How to Make More Sales Online
! New Rules About How to Make More Sales Online
! How Artists Can Make More Sales Online In Five Easy Steps
How to Make More Sales Online
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Get All 30 Sample Headlines
to Model
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! Easier to edit than create new
! Custom tailor content to a niche
! Provide greater value
The Idea Behind Repurposing
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You should be doing video. Yes! What can I create!
You should be doing teleseminars. Yes! What can I create!
You should be writing ebooks. Yes! What can I create!
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Change The Question
Stop asking “What can I create?”
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Instead Ask…
What can I reuse and repurpose?
What can I expand on?
How can I turn my content into valuable tools and resources?
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Different People Learn In Different Ways
Repurpose Content in
Different Formats
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Example: Blog Posts to Ebook
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Example: Blog Posts to Home Study
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Take it Even Further
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But I hate writing!
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! Using your own words
! Faster and easier to speak thoughts
! Eliminate self editing
! Delegate and get help
Start With Audio
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Switching It Up Using Content After The Sale
How to use content to improve your services and increase your profitability
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! Cut project management time in half
! Speed up project timelines
! Leverage automation
! Better value and focus
Content Strategies, Repurposed
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! Streamline workflow
! Create clear phases
! Map out exactly what happens in each phase
Systematize The Process
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Our process has three phases:
! Planning: Client onboarding and strategy
! Creation: Design and development
! Marketing: I have a site, now what?
WordPress Site Process
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Look at each phase and identify:
! Repetitive needs
! Repetitive tasks
! Repetitive education
Assess Automation Potential
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Create content to address repetitive items
Leverage automation tools to streamline
workflow and communication
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Email follow up sequence triggered upon payment
! Focus is to reinforce that hiring us is a great decision
! Educate and prepare clients so they get the most our of our relationship
! Help them get really clear on goals
Planning Phase
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Email follow up sequence triggered upon design approval
! Focus is keeping clients engaged
! Get what we need with less back and forth
! Avoid “I feel out of the loop!”
Creation Phase
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Email follow up sequence triggered upon contract fulfillment
! Focus is, “I’ve got a website, now what?”
! Clients receive resources and value for 60+ days
! Reinforce feelings of happiness over decision, increase referrals
Marketing Phase
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The Big Secret? None of The Content Was New
All of the content was in some way or another used previously for something else
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It doesn’t matter if:
! The content was used before
! The content is all on your blog publicly
The VALUE & POWER is in gathering, organizing, and making it easy to understand … in taking out the WORK.
Power of “EASY”
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! Demonstrate expertise
! Share perspective
! Get prospects to self-select
! Know, Like, Trust, Convert
It’s All About Positioning
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Questions? Go Ahead, Ask Me
@jenniferbourn @bourncreative +BournCreative facebook.com/bourncreative www.bourncreative.com