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Are you putting a specific and strategic plan in place to create content that sets you up to sell each of your offers? …Or are you creating content that’s loosely related to your industry- but if you’re honest, you haven’t put much more thought into it than that?

A lot of people spend a lot of time creating content just because they heard somewhere along the way that this is a necessary part of promoting an online business. Don’t be too hard on yourself though… Showing up consistently is a huge part of the content marketing equation! However, there’s more to it if you want to increase your sales.

What you’re missing in this scenario is a strategy for how you will create content that paves a path straight to the offer you want to sell. 

In this post I’m walking you through the same steps I guide my clients through to ensure they are aligning content messaging with a specific offer. 

If you get into the habit of working through these steps, your content will not only go from random to strategic – but your sales will go from so-so to sold out!

Step 1 – Examine your offer through the eyes of your audience.

Have you even considered your offer from your audience’s perspective? 

Here are a few questions to get you started:

1. How does your offer integrate into your customers’ everyday lives?  

• How will they use it? 
• What systems or products or procedures does it replace or streamline?
• Ultimately, can you explain how your product or service will change/ transform/ improve their lives? 

2. What is the investment? 

• Is this a greater or lesser investment than they’re used to making? 
• What is the typical return on their investment? 

Why does examining your offer through the eyes of your audience help you make more sales? 

It’s simple. When you’re able to talk specifically about your offer in terms of how it affects your audience’s lives, and when you’re able to justify the investment, your content takes away all the risk before you even ask for the sale.

Step 2 – Meet your audience where they are.

This step is powerful – and the one I notice most people skip when it comes to a solid, offer-aligned content strategy. Basically, if you don’t know where your audience stands with the following two things, your message will likely be lost in translation. 

1- Where are they in their buyer’s journey? Meaning – how much convincing will you need to do for each phase so they’ll have no second thoughts about buying from you?

2 – Do they understand the problem your offer solves – and even more importantly – do they understand that your offer is the exact thing they need to be able to fill their gap? 

Here’s what this looks like in action via social media post, email, or blog post: 

• Hook = Ask a question that gets at what they desperately want. 

Example: Do you want to drive more traffic to your passive products and watch those payment notifications come through?

• Introduce the problem/ challenge/ struggle. 

Example: You already know you need to attract more visitors to your website to keep your sales consistent. But unfortunately, your sales are anything BUT consistent. One day you’ll have a dozen Stripe notifications and the next – crickets.

• Reveal that you have the answer. 

Example: I’ve got good news ~ Your solution is an easy fix when you have the right content in place because strategic content can do the work of driving the traffic to your site. 

But it’s a big waste of time if you’re not creating content that ranks high in search engines. (I’m talking Google AND Pinterest here.) So what are the highest-yield (and least time-consuming) SEO practices?

• Present your offer.

Example: Here’s a quick dive into what I do for my clients that has made the biggest difference in creating consistent sales of their passive products:

1st- Analyze the Competition. I analyze the content a client’s leading competitors are having success with and ensure the copy I write for them not only capitalizes on what’s popular and/or trending but also that it will fill the gap that their competitors are not addressing.

2nd- Research Keywords & Phrases. I also research high yield/ low yield keywords/phrases related to the topic they’ve hired me to write about to ensure the language we are using is highly searchable and also not going to get drowned out by too much competition.

3rd- Create irresistible keyword-rich descriptions and tags (Blog Posts & Pins). I create highly searchable meta descriptions for the overall post/Pin and create keyword-rich tag phrases.

• Agitate the pain point and name the ultimate desire. 

Example: Most people have a hard time getting this right and they spend a LOT of time creating content that doesn’t positively affect their sales. The surefire way to know if you ARE on the right track is if you’re getting constant payment notifications!

• Call to action

Example: So, if your passive product sales aren’t as consistent as you’d like them to be, and you’d love to hand over the content creation to someone who can take care of the writing AND the SEO strategy, let’s talk. Click here to sign up for an introduction call today.

Step 3 – Determine the type of content you will create.

Once you are crystal clear on what you need to message to resonate perfectly with your audience, you can select the format for how you are going to craft your message.

Here are some creative content ideas you can try: 

• Storytelling/ Emotionally Triggering Content

Tell a personal and emotionally triggering story that puts you in the same situation your audience is in and how you overcame this challenge. 

• Polarizing Content

Offer a different point of view that directly relates to the struggles your audience is experiencing. 

• Offer-Related Educational Content

Share statistics, provide a mini training with a quick win, or a personal experience.

• Behind the Scenes Content

Give sneak peeks of your product or service to build interest in the offer. 

• Social Proof Content

Describe the results other customers who purchased your offer are experiencing 

• Sales Content

Talk about all the details of your offer! Emphasize the benefits buyers will experience.

Download my prelaunch content planning tool to help you organize your ideas and map out your offer-aligned content strategy.

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If you’re following a random content strategy, you’re essentially shooting in the dark. If you shoot long enough (and often enough), you might actually hit your target, but you’re wasting a lot of time and energy to get the end result you’re after – which is more sales! 

You can save yourself time in the long run by examining each of your offers and planning out strategic content that will do the selling for you with the three steps detailed in this post. 

If you’d love the support of a strategist to fully plan out your offer-related content, I offer one hour, two-hour, and recurring (bi-monthly or monthly) content strategy sessions. 

Visit my scheduling page to sign up for the option that works best for you.