A Content Strategy For Everyone

Engage | Empower | Enrich

Who do you write for?

Your potential Audience?

Your Followers?

Your Subscribers?

Your Buyers?

Your True Fans?

Today, I’ll give you a content strategy to reach each of these and allow you to create a profitable content marketing or writing business.

This will probably look more complicated than it actually is. Hopefully, the examples will help.

The Audience Journey

Potential Audience

Let’s start at the beginning with the typical customer journey, At first your potential audience has no idea you exist so your first job is to make them aware of you or your brand.

The easiest way to do this is to create: This is What’s Possible content.

These articles highlight what can happen if you follow a simple process.

Create generalised content that highlights possible outcomes. Show screenshots and testimonials. I often use images like this one, which shows a 42% conversion rate and $9k+ earnings on an email sent to 82 people.

This content should grab attention and make the reader want to know more. Hopefully, they’ll then start to follow you.

Followers

It’s time to Engage your followers.

Because you regularly put out content to attract an audience and turn some of that audience into followers, it’s time to take your followers on a journey.

We now need to add some “How To” content into the mix.

Your followers have proven that they want to know more about your systems and processes, and they are interested in the results you get, so start providing them with more in-depth content.

Show them what to do.

Don’t hold back; your content business shouldn’t be built on selling the secret sauce; it should be built on helping your buyers and true fans implement your systems and processes.

It’s very easy to mix these first two types of content into your daily routine.

Here are all the Medium articles I published in a week: 3 are designed to engage my followers, and two are to attract an audience and turn them into followers.

The ultimate result of engaging your followers is for them to move to the next step, becoming subscribers.

As your audience becomes more engaged with you and moves deeper into your system, they’ll be rewarded with more in-depth content.

You aim to reward them with more help to succeed at each step.

Subscribers

Now, some of your followers have taken the next step and become subscribers, which will open them up to a new level of content designed to empower them.

We now want our subscribers to take steps that will help them realise their goals. We will provide them with tools to help them, and we’ll start helping them implement what they need.

We do this through regular Newsletters or Emails.

At this stage, offering them access to low-cost offers that will help them implement their plans is a good option. Paid newsletters and communities are good options.

Our aim here is to help our subscribers start increasing their income. We give them enough information to do this for free but offer additional information that helps them implement the systems and processes for a small fee.

The ultimate aim is to turn Subscribers into Buyers

BUYERS

At this stage, some of your subscribers have trusted you with their money, and now it’s your job to enrich them.

All the information you give them should be designed to help them to get to the next level, this will be delivered via a paid newsletter, a course or a community.

My preference is via a community, as I can add a variety of courses that help improve the members' knowledge without constantly selling. You can give them a close-up view of what’s working for you so they can see your processes in action and follow along.

The job of your content here is to turn your buyers into true fans. These are the people who will support you, spread the word and consider your higher-price options.

True fans

Nearly there! We’ve finally reached the stage where some of your audience have turned into true fans. These are the fans who are keen to implement what you’ve taught them, and they will also generate most of your income.

True fans will become lifetime members of your community, join your cohorts (fixed-term training to achieve one defined result, e.g., build a newsletter and get your first 1000 subscribers), and be your most effective advocates.

Here is a helpful image that breaks down the content at different stages

So there you have it a simple content strategy that will allow you to build an audience of true fans who want your help in implementing your systems and processes for their business.

If you like videos, here is a Video of me explaining the process in depth:

• If you’d like to shortcut the process, consider becoming a member of The Inner Circle, our friendly implementation community (or upgrade, and I’ll send you an invite)

Have a great week

Mark “I’ve been doing this for 20 years” Thompson