CHOOSE YOUR CONTENT
@NEILSHONEYMACContent marketing
BLOGGING SOCIAL MEDIA POSTS
AUDIOVIDEOMICRO BLOG
CREATE GUEST CONTENTINFLUENCERS INCENTIVISE OTHERS
WEBINARS E-BOOKS
QUIZZES
VIDEO SERIES WHITEPAPERSPDF VERSIONS FREE FB GROUP
EMAIL SEQUENCEHIGH QUALITY SOCIAL CONTENT
FREE TRIALDEMO
VIDEO SALES LETTERDOWNLOAD PROSPECTUS
TESTIMONIALS BOOK CALL PAGEEMAIL PITCH SALES PAGE
AFTER THE SALE WE USE THE SAME TYPES OF CONTENT AS BOTF
BUT USE EMAIL AND FACEBOOK ADS AUTOMATION TO DELIVER
TO PREVIOUS BUYERS
TOTF
MO
TFBO
TF
SBO
TF
YOU
R C
UST
OM
ER J
OU
RN
EY
MY CONTENT STRATEGY
@NEILSHONEYMAC
TOP OF THE FUNNEL
1)
3)
5)
Content marketing
Use the grid to not only identify the type of content you’re going to create but how many pieces and how often. EXAMPLE: Two NEW blog posts every week.
7)
2)
4)
6)
8)
MY CONTENT STRATEGY
@NEILSHONEYMAC
MIDDLE OF THE FUNNEL
1)
3)
5)
Content marketing
Use the grid to not only identify the type of content you’re going to create but how many pieces and how often. As this is middle of the funnel (leads) many pieces will be created one time only. EXAMPLE: automated
webinar created once and added as a lead magnet to the home-page of the website.
7)
2)
4)
6)
8)
MY CONTENT STRATEGY
@NEILSHONEYMAC
BOTTOM OF THE FUNNEL
1)
3)
5)
Content marketing
Use the grid to not only identify the type of content you’re going to create but how many pieces and how often. Some pieces will only be created once and used in automation. EXAMPLE: Video sales letter created
once and used as re-marketing adverts on Facebook and Instagram Ads
7)
2)
4)
6)
8)
MY CONTENT STRATEGY
@NEILSHONEYMAC
SUPER BOTTOM OF THE FUNNEL
1)
3)
5)
Content marketing
Use the grid to not only identify the type of content you’re going to create but how many pieces and how often. As this is Super Bottom of the Funnel, these pieces will often be the same TYPE of content as TOTF but will be specific to the next product in the customer journey and delivered by automation. EXAMPLE:
Email pitch sent exactly 14 days after first purchase
7)
2)
4)
6)
8)
MY CONTENT STRATEGY
@NEILSHONEYMAC
ONE MONTH CONTENT STRATEGY
Content marketing
A great content strategy will be packed with fresh, engaging and relevant content throughout the customer journey. The best way to achieve this without a diverse team is to put aside content creation days every week or month that are dedicated to creating new content. Then all you have to do is distribute the content which is a small part of your daily routine. Seem like a lot? Sure is. But if you want traffic, attention, know-like-and-
trust and SALES - this is the way you get it!
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP ONE
Content marketing
TAKE YOUR CUSTOMER JOURNEY FROM MODULE ONE AND UPDATE IT WITH WHAT YOU KNOW NOW ABOUT CONTENT MARKETING
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP TWO
Content marketing
ASK YOURSELF: WHICH OF ALL THESE PIECES OF CONTENT I WANT TO CREATE WILL BE CREATED ONCE AND USED FROM NOW UNTIL IT STOPS
DELIVERING RESULTS. A LOT OF THIS WILL BE MIDDLE AND BOTTOM OF THE FUNNEL. EXAMPLE: LEAD MAGNETS, QUIZZES, SALES PAGES, DEMO VIDEOS
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP THREE
Content marketing
ASK YOURSELF: WHICH OF MY REMAINING CONTENT (WHICH WILL NOW ALL BE REGULARLY UPDATED CONTENT TYPES) CAN BE PRODUCED AS PILLER
PIECES OF CONTENT, THAT CAN THEN BE RE-PURPOSED IN TO OTHER PIECES OF CONTENT WITHIN MY STRATEGY?
ADD THESE TO NEXT MONTHS CONTENT CREATION LIST (AT THE TOP)
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP FOUR
Content marketing
ASK YOURSELF: WHAT CAN BE CREATED FROM THESE PILLER PIECES OF CONTENT FOR ALL OF MY AVAILABLE TOUCHPOINTS (SOCIAL MEDIA CHANNELS,
PODCAST, YOUTUBE ETC)
ADD THESE TO NEXT MONTHS CONTENT CREATION LIST (NEXT)
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP FIVE
Content marketing
ASK YOURSELF: WHAT ELSE DO I NEED TO CREATE TO FULFIL THE REST OF MY CHOSEN CONTENT TYPES AT THE FREQUENCY I WANT TO DISTRIBUTE GREAT
CONTENT?
ADD THESE TO NEXT MONTHS CONTENT CREATION LIST (FINAL)
MY CONTENT STRATEGY
@NEILSHONEYMAC
STEP SIX
Content marketing
ASK YOURSELF: WHICH OF THESE FINAL PIECES CAN BE OUTSOURCED
MY CONTENT STRATEGY
@NEILSHONEYMAC
WHAT YOU WILL BE LEFT WITH IS A CONTENT CREATION LIST WHICH YOU CAN EXECUTE IN 1-2 DAYS OF FULL FOCUS (OR SPLIT OVER TIME IF
THAT WORKS BETTER WITH YOUR SCHEDULE). EXAMPLE:
Content marketing
DOWNLOADABLE PDF’S, AUTOMATED WEBINAR, WEBSITE QUIZ, SALES PAGES, DEMO VIDEO, EMAIL SEQUENCE, TESTIMONIAL VIDEO FOR RE-MARKETING ADS
8 BLOG POSTS, 4 PODCASTS (RE-PURPOSED IN TO 4 LONG FORM VIDEOS), 1 FACEBOOK LIVE, 1 INSTAGRAM LIVE
16 BLOG SNIPPETS BECOME COPY FOR INSTAGRAM POSTS, 16 VIDEO CLIPS FROM VIDEO PODCAST FOR INSTAGRAM/FACEBOOK/LINKEDIN, 16 LONGER VIDEOS (2-5 MINUTES) TAKEN FOR YOUTUBE, FACEBOOK & INSTAGRAM LIVES RE-PURPOSED FULLY AS IGTV, SMALLER CLIPS SAVED AND SHARED IN INSTAGRAM STORIES TO PUSH TO IGTV FOR FULL VIDEO
CONTACT 30 INFLUENCERS EACH WEEK, REACH OUT TO 20 PODCASTS, REACH OUT TO 20 BLOGS TO OFFER TO GUEST BLOG, GET 15 IMAGES OF ME WITH QUOTES ON THEM FOR SOCIAL POSTING IN BETWEEN RE-PURPOSED CONTENT
MY CONTENT STRATEGY
@NEILSHONEYMAC
APRIL CONTENT CREATION LIST BECOMES…
Content marketing
> 8 BLOG POSTS > 4 PODCASTS (RE-PURPOSED IN TO 4 LONG FORM VIDEOS) > 1 FACEBOOK LIVE > 1 INSTAGRAM LIVE > 16 BLOG SNIPPETS SAVED FOR INSTAGRAM POSTS > FACEBOOK & INSTAGRAM LIVES RE-PURPOSED FULLY AS IGTV > SMALLER CLIPS SAVED AND SHARED IN INSTAGRAM STORIES TO PUSH TO IGTV > CONTACT 30 INFLUENCERS EACH WEEK > REACH OUT TO 20 PODCASTS > REACH OUT TO 20 BLOGS TO OFFER TO GUEST BLOG
16 VIDEO CLIPS FROM VIDEO PODCAST FOR INSTAGRAM/FACEBOOK/LINKEDIN 16 LONGER VIDEOS (2-5 MINUTES) TAKEN FOR YOUTUBE GET 15 IMAGES OF ME WITH QUOTES ON THEM FOR SOCIAL POSTING IN
BETWEEN RE-PURPOSED CONTENT
APRIL CONTENT (MY LIST TO BE COMPLETED IN MARCH)
APRIL CONTENT (OUTSOURCED LIST TO BE COMPLETED IN MARCH)
@NEILSHONEYMACContent marketing
RESULT…
MASS ATTENTION
KNOW, LIKE AND TRUST
MORE LEADS
MORE SALES
MORE REPEAT CUSTOMERS