An Eye-Opening Lesson
One of my favorite lessons learned at MicroConf in Las Vegas last week was from Russ Henneberry of Digital Marketer.
There are 4 parts to successful content marketing:
My Content Funnel Wasn’t Full
It was interesting to see where my content was falling short in each of these 4 parts. The main reason my content isn’t a powerful marketing machine is that I haven’t been treating it as a Full Funnel.
My content has been almost exclusively in the AWARE category and almost zero in CONVERT. It made me realize how much work a prospect has to do to become a client.
Sure, some of my ‘barriers’ are on purpose since my service is a high-end solution.
However, I should still make it easier for a prospect to learn of me and my knowledge (AWARE), then to gather resources to EVALUATE whether my services would work for their situation.
After they’ve evaluated me, then they might need content that helps them CONVERT such as answering specific questions they have about executive coaching.
Finally, after they’ve become a client, I should have more content that walks them through how to get the most out of my services (COMMIT).
Example of AWARE content:
You’re reading one now. Any of my blog posts and probably all of your blog posts, too. Nearly everyone writes blog posts that educate or entertain people.
Which is good because that’s what a blog is good at — making people aware of you.
One thing I suck at doing is putting in calls to action in my AWARE content to move them to EVALUATE or CONVERT content for my business coaching services.
Example of EVALUATE content:
This could be a page, post, video or PDF that shares information about your product or service.
I could do a PDF on “The 9 Things You Must Know About Business Coaching To Guarantee Your Success.”
This would let prospects evaluate executive coaching and compare me and other coaches to the content inside the PDF. It would help them see that they are on the right path to choosing the best business coach — me (obviously).
Example of CONVERT content:
Typically this would be a sales page or a landing page. Something designed to have them take an action.
But it can also include content that overcomes objections. FAQs are a great place to help people decide to choose you because they can get their question answered.
A Q&A webinar, FB Live, or some other interaction can be content used to convert. I’ve seen multiple people use a Q&A webinar as part of their product launch sequence. Let’s say they do a webinar on Tuesday (AWARE), then send out an email the next day (EVALUATE) and that afternoon do the Q&A session (CONVERT) to help people who haven’t completely decided to buy.
Example of COMMIT content:
All the people who bought from your launch would now need to be onboarded. You would send them an email on how to use the product or do a video walk-thru of a membership area or the app.
You could send them a “success letter” that reinforces the great decision they made in buying your product.
An FAQ or knowledge base should be a part of your COMMIT content. Every feature in your app should have instructions on how to best use it and possible other use cases for it.
Even info-products and services could use a knowledge base.
An obvious FAQ (that I just thought of as I’m writing) for my coaching would be a calendar or schedule of coaching sessions so my clients know when to expect the service to be delivered.
I have very little EVALUATE, CONVERT, and COMMIT content.
Russ recommended focusing on the bottom of the funnel first.
1) Create some COMMIT content.
2) Then some CONVERT content.
3) Next, create some EVALUATE content that logically leads to your CONVERT content.
4) Finally, make AWARE content that has appropriate calls to action to your EVALUATE and/or CONVERT content.
Take a look at your content to see where you are falling short in the 4 parts of a content funnel.