Why are you creating the content you’re creating? What do you want to have happen as a result of that content? And how are you ensuring your audience knows what to do next?
Each piece of content you create is a part of a much larger whole. You need to think about how this information works for you, your audience, and your business. Because like everything, it’s unique to you and your vision.
Today on the podcast, we are talking about the intent of your content. Content isn’t about creating a quick conversion—it rarely happens that way. It’s about taking your audience on a journey and building a relationship.
Download your Client Journey Ebook and tune in!
Mentioned in This Episode:
Welcome to episode 132 of The Content Experiment Podcast, a podcast that supports the idea that content and marketing are ever-moving targets in any business and it’s okay if you don’t feel like you’re doing it ALL right, ALL of the time. You have permission to experiment with little tweaks and changes in your content to find what works for you, what increases value for your audience and what grows your business. And most importantly, what feels good for you.
I’m Abby Herman, content strategist and coach for online business owners who are ready to make a bigger impact online. I firmly believe that success isn’t about what big marketing brands and so-called gurus think is the right thing; it’s about you and your business. Your lifestyle and, frankly, your values and belief systems.
You get to do business in a way that works for you.
A few weeks ago, in episode 120, I talked about the client journey. Every client (or potential client) is on a journey with your brand and they need certain things in order to move from one stage of the journey to the next. How will you move them from one stage to the next?
I’ll have a link to episode 120 in the show notes, and you can grab your own client journey ebook at thecontentexperiment.com/journey.
Once you grab that, scroll down to page 16 because that’s where you’ll find information about the intent of your content–which is exactly what we’re talking about today. WHY are you creating the content you’re creating? What do you want to have happen as a result of that content?
But before we dive into today’s episode, welcome to the podcast! If you’re new here, please consider hitting the follow button so you never miss an episode. And if you’ve been around a while, please leave a rating and review. This means so much to me and it helps the podcast get into the hands of more business owners just like you!
If you like what you hear on today’s episode, know you can get more of this and so much more in Content Mastery Lab, the membership community where we talk about content creation, idea generation, market research, social media strategies–and all the mindset blocks that get in the way of our own visibility. Plus a whole lot more.
One of the things we’re working on in July is our customer journey, both analyzing what we have and then making plans to tweak and adjust it so there’s a clear path for our audience members to walk through.
It’s not something that you can sit down and just DO in a day; it’s something that takes some time and finesse. Luckily we have accountability time built into the membership so members have time to work on it throughout the month.
Stop floundering with trying to figure it all out yourself and start creating content with the confidence that you’re on the right path.
Join us monthly or quarterly. Or commit to a whole year for extra 1:1 time with me and quarterly planning parties where we work through your content together in an intimate group.
Head to thecontentexperiment.com/lab for more information and to sign up and use the coupon code podcast to try out your first month for $1.
Okay, back to our topic of the day. The intent of your content.
Every piece of content you create serves a different purpose. There needs to be a reason behind each piece of content to help give you guidance and ensure your audience knows what to do. It’s up to you to decide what it is you intend your audience to do after consuming your content. I’ll give you some ideas here today, but know that you need to think about how this information works for you and your audience and business. Because like everything, it’s very personal and can change depending on your offerings, your content, your business, your audience, and a host of other things.
Of course, we are all running businesses. That means we’re here to make a living. So ultimately we want to make sales. But that doesn’t mean that we’re creating our content to make sales. Nope. If you listened to episode 120, you know that we don’t really look to make sales with our content until step 4 in the client journey.
So in the first stage, Brand Awareness, the intent isn’t going to be to make sales. Someone who is just getting to know you isn’t necessarily going to buy from you after reading one of your blog posts or hearing you on someone else’s podcast. Can it happen? Sure. But it isn’t likely. In this stage, the intent of your content might be to get them to subscribe to your podcast or remember you when their biz bestie needs a service you offer. They’re just getting to know you so don’t count on sales from speaking up on Clubhouse or the first time you talk in front of a specific audience.
So think to yourself: What will encourage my audience to subscribe to my podcast? Provide incredibly valuable information. TELL them to subscribe. Have powerful guests. Showcase your expertise. Have a good editor who helps you with sound quality. NOT publishing a bunch of fluff or a ton of promos and ads (something that drives me batty and that I always skip over, personally).
In the Education & Inform stage, stage 2, you’re teaching your audience something. As you’re creating content here, think about what will encourage them to sign up for that webinar or click on that link in your nurturing email. The intent here is about helping your audience with a problem; giving them what they need to have a win. Does your ebook, challenge, or long-form social post do that?
So think to yourself: How do I show up best when trying to teach someone something? Do I do best with recorded workshops or something live? Where will my audience best receive this information? What does my audience need to know and be able to do before they can make a good purchasing decision? What problem can I help them solve quickly?
At the Demonstration of Expertise stage, stage 3, you’re doing just that: showcasing your expertise. The intent here is to show your audience that you can help them and, hopefully, encourage them to quickly move to the next stage. Think carefully about what your audience needs here. Curate your testimonials so they address your prospects’ exact challenges. Include the questions you’re always asked in a FAQ page. Have a structured discovery call to help your prospects make an informed decision.
Think to yourself: How does my product or service show up best? What are the best ways to show my audience the value of those products and services? Can I demonstrate the results that people get in interviews? (Will my current clients allow me to interview them or are my offerings too private or sensitive?) Will how-to videos show how easy it is to work with me or use my service?
Once your audience gets to the Convert to Customer stage, which is stage 4, your audience members just want it to be easy to buy your product or service. The intent here is to actually make the sale. Make sure your “buy” button and check-out process is easy to follow and simple to execute. If it’s confusing or if there are too many options, you’ll lose your potential customer.
Think to yourself: What is the easiest possible way for someone to buy from me? How do I make the offering a no-brainer (aside from all the other work and content I’ve provided so far)? What’s going to woo them to hit the buy button? How can I simplify the proposal and contract process?
As you start working with your new client, you’ll have an opportunity to Expand Offerings, stage 5–but only if you know the intent and carefully create content for this purpose. When you onboard clients right and communicate with them regularly, you continue to build on trust. There are a lot of ways you can grow your work with your clients, many of which were mentioned above. One thing I like to do is to listen carefully to where clients are still struggling and mention add-on services (or refer them to someone else who can help) when it’s appropriate. But listening is key.
Ask yourself: Do I have a super clear and streamlined system for onboarding new clients? Do I have content I can share exclusively with clients, or can I create something? What are ways I can create touchpoints with clients, outside of regularly scheduled calls? Are there ways I can go above and beyond for clients without bending my boundaries?
Finally, think about your intent to Retain the Relationship with your clients when they no longer need your services. This is stage 6 of the client journey. Depending on the type of business you have, the goal of working with a client might be to get them to a point where they no longer need you. If this is the case, these now former clients should be your biggest cheerleaders! Keep in touch with them!
Ask yourself: What is the easiest way for me to stay in touch with clients after we are no longer working together? Is there a way I can automate this process? Maybe a reminder in my calendar or even an automated email that touches base with former clients after 3 months, six months, a year? Do you have a group or somewhere former clients can “hang out” after working together?
Like I said at the beginning of this episode, one of the things we’re doing in Content Mastery Lab, my membership community, this month is really analyzing our client journeys. We’re doing that by working backward from retaining the relationship all the way to brand awareness and looking at what content we already have that is working and how we can improve what’s not working.
Part of doing this is thinking about the intent for each and every piece of content. And like I said, it’s not a one and done project; it’s something that you need to do again and again in your business, at least every six months. (And confession here: it’s been a while since I’ve done this. I’ll be doing it right alongside the Content Mastery Lab members!)
As you sit down to create that next piece of content, think about your intent. What stage of the client journey does it belong in? And what do you want or need audience members to do as a result of consuming that content?
If you’re ready to start experimenting with content and marketing in your own business and getting support as you work through your client journey–without having to do all the guesswork yourself, remember that you can join us inside Content Mastery Lab at thecontentexperiment.com/lab and use the coupon code PODCAST to get your first month for $1. Pricing starts at just $97 a month after that.
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