Creating content that sells does not have to be hard. As with everything else, once you have a solid and well thought out plan, things become a little easier.
The whole point of creating a plan around your content creation is to ensure that every Instagram post, story, or blog post has a purpose. That purpose is to slowly but surely convince your audience that you are an expert in a certain field, and that hiring you would be the best next move.
In order to do so, you need to ensure that you are indeed an expert in whatever it is that you are talking about. For that, we need to look at your brand pillars.
Your brand pillars are what will help you narrow down what to talk about. By keeping these specific, you will ensure that you cover certain topics with enough consistency that you become the go-to expert in that field.
The first section you should look into in order to decide what to talk about is to establish your expert topics. For this, make a list of everything that you’re good at. Write down your skills, your interests, and different topics that overlap with your business itself. By ensuring that there’s an overlap with your business, you can ensure that your audience will start to make a connection between those topics and your services. This is what will ensure that down the line, they think of you specifically when they need to hire someone.
As an example, if you are a brand designer, you want to talk about things you’re an expert in as well as things that tie directly into your offers.
This could look like:
The list could be different or more extensive. In any case, make sure it appeals to you and that you’re not just picking topics that you think someone in your position would talk about.
The point isn’t to copy your competition but to talk about things that you genuinely want to—and can—talk about.
The next thing you want to consider when picking out your brand pillars and topics is your brand values. These are things that you as a business and as a person truly believe in. What’s so powerful about it is that they make your brand overall more relatable as these values are likely things that your ideal client and audience values as well. Although they may not necessarily position you as an expert, they will work very well at creating powerful connections with your audience.
There are many things that people can value. Some examples include philanthropy, relationship building, authenticity, etc.
This next step is where you really kick things into high gear. Brand personality is all about creating a strong and meaningful connection with your audience. After all, people love buying from other people.
In order to figure out what you can talk about when it comes to brand personality, take a look inwards. What are you like as a person?
Forget everything you’ve learnt in business school about being professional and keeping your personal life separate. Although, yes, there may be some things you may want to keep private, this is where you can have fun and truly be yourself. If there is a topic or something about you that stands out, feel free to include this in your business.
There is nothing worse than hiding your true self. What will help win people over time and time again is authenticity.
So let go of that hesitation and talk to your audience the way that you would anybody else.
Picking Your Brand Pillars
By now, you should have somewhat of an extensive list of brand pillars and content bucket topic ideas. These are all great topics that you can use to create content that sells.
What I want you to do however, is narrow it down so that you have a short-list of 4 pillars. This is not to say that you can’t talk about any of your other content pillars. What this does, is give you focus and consistency so that your audience can begin to recognize your content and expertise. This is what will help make sure that your content truly converts.
Types of Content
Once you have your brand pillars narrowed down, you’re ready to take the next step. In order to create content that converts, you want to ensure you have a variety of types of content so that you aren’t saying the same thing over and over. Imagine if someone was selling every single day. That would get old quickly, right? That is why we want to make sure to keep a varied list of types of content we can easily refer to.
The first category is fairly simple. Come up with content around your brand pillars that is relatable. What do you think your audience will be able to relate to? Perhaps that looks like a quote, or perhaps that looks like some humorous content. This is one of the ways that you can get your content noticed and you can get people to like you.
This is where you really let your inner expert shine. You should be able to put out content on a regular basis that provides value. This is what will get your audience to respect you and trust you as the expert.
If for example, you are a brand designer, you can provide educational content around the different types of brand elements and their various intended uses. This type of content can take the form of tips, tutorials, how-to-guides, etc.
When it comes down to it, you are a business and a business needs to make money. This is why it is so important to make sure that you do occasionally sell and promote your offers inside of your content.
Not to worry, just because you are promoting your offers does not mean you need to be salesy or sleazy. There are so many creative ways in which you can promote your offers with style.
Here are some simple yet creative ways to promote your business and create content that converts:
Share testimonials from past clients
Showcase your portfolio and past work
Share a story highlighting the transformation of one of your clients
When it comes down to it, remember that flat out “selling” is not a bad thing.
The next type of content you can utilize to help warm up your leads is to create content they can engage with. By having your audience take an active role in absorbing your content, you ensure they become more invested in you.
Some examples of engagement-worthy type of content:
Ask people to save your content
Ask people to share your content
Include a Call-To-Action (CTA) at the end of your content that entices the reader to take action in some way
Utilizing the Various Types of Content
The idea is that you can select one of your brand pillar topics for the week, and then rotate daily on the type of content that you post for that specific pillar. By doing this, you allow yourself an entire week to position yourself as an expert in that pillar and topic, while keeping the content itself fresh and balanced.
A good rule of thumb is to focus on creating content that either helps your audience or opens their eyes to the potential transformation they can undergo.
Planning Your Content So That It Converts
Now that you have your brand pillars and your types of content all narrowed down, I want you to build a plan for yourself. Content that is created with purpose and a goal in mind has a much higher chance of getting you results than posting for the sake of posting would.
The first step you want to take is to come up with some goals. Think about the income you want to make this year, and then figure out how many packages do you need to sell in order to reach that goal.
This will be the goal you can keep in mind when creating all of your content.
Now that you have a goal, go ahead and schedule out when you want to sell each offer. The idea is that by scheduling it all out, you can break down when you plan on on-boarding clients (aka- when you plan on making money and getting closer to your goals).
Once you know when you need to land clients, you can go ahead and plan out all of your content phases. Outline how much time you need for lead attraction, lead generation, lead nurturing, and sales.
Now it’s time to schedule in all of your content around these deadlines. As an example, if you’re gearing up to do a launch, you want to make sure your content is tailored around that specific topic. By doing so, people will begin to associate you as the expert. When it comes down to making the sale, your leads will be warmed up and ready to invest.
With your brand pillars, your types of content, and your well thought out plan, you will ensure that you create content that sells every single time.