A Content Plan that does work!
Content is one of my favorite topics.
I believe that content is the universal language of the online world.
This is how we communicate online… and words sell.
It is the way we use LinkedIn to attract our tribe, our community, our connections, our ideal clients.
A word of caution though…
Stop chasing vanity metrics. Stop creating content only to gain likes, shares, or comments.
You need to focus on adding value to others that will serve them well and only then create more engagement.
You also need to measure your content performance. The best metric is monitoring the number of conversations you create. It is conversations that convert a connection into a lead.
Focus on creating conversations.
Implement a content plan that works!
A content plan that works always include a structure that will create clarity and not confusion. More so it will create curiosity to want to know more.
When last did you read a book that you could not walk away from? You just had to turn the page to see what happens next.
Can you relate?
Now imagine creating content like that!
Write a book!
Ok, that might sound like a daunting task, but I am not advocating writing a book ready for publishing on Amazon.
No, write a ‘tiny’ book with clearly defined chapters. One chapter might have just one sentence and the next 3000 characters. The objective is not to become wordy but rather to keep everything together and to tell a complete story over a period of a week or a month, in chapter format.
Let me explain.
The Content Plan Book Chapters
The content plan must have 7 chapters focusing on specific topics. You can repeat some of the chapter topics for more impact. Your book might have 30 chapters by repeating some chapters for more impact and explanation. What is important though, is to follow the sequence of the chapters.
Always remember you are telling their story. They must relate.
You are not writing what you want to say, but rather you are writing what they want to hear!
These chapters will each become a post on LinkedIn. You can post daily (recommended) or whatever posting schedule that is doable for you.
Follow the chapter sequence and let’s start writing your ‘content plan that works’ book.
You always want to start the story with where your ideal clients are in their business.
What is their current situation without your brand solutions?
What does it look like?
How does it feel?
Can you highlight some statistics, some case studies?
You need to describe their current situation in such a way that is relatable. Your ideal client must feel as if he is the ‘hero’ of your story. You need to create a ‘this is me’ response.
Think about any story you read.
There must be drama.
There must be a challenge.
There must be a problem that needs solving.
Otherwise, the story is boring and no fun to read.
Write about your ideal clients’ problems, in relation to your product or services. Paint the picture.
Your ideal client must feel the pain and identify with the problem you are describing.
Now introduce you, your products / services as the solution.
But be careful. You do not want to start selling at this point.
You want to create a know, like and trust relationship.
Empathy will play a huge role while competence must be mentioned it should take a back seat.
It is also not the time to ask for a sale or offer links to farm email addresses.
You need to highlight your understanding of your ideal client dilemma and start creating the confidence that you have been there and dealt with the situation successfully.
Nothing creates more confidence than a ‘man (or a woman) with a plan’.
Structure and authority go together.
A systematic structured approach to anything provides guidance and a feeling of security.
So do that now.
Reveal your plan.
It should be a simple plan with short phrases, preferably one words. But your solution to the problem detailed in chapter 2 must create confidence that you know what you are doing, you are experienced!
Don’t sell, yet! Tell the story
The drama now unfolds.
Highlight the fact that action speaks louder than words.
Change only happens when you change.
Your ideal client must act, must risk having a look at what you can do for him.
Now is the time to offer links. I recommend doing an invitation but to add the links in the comments.
You do not need to send them to your website or a landing page. Offer a piece of content, an article, your page, your group, your newsletter, your LinkedIn Live on LinkedIn.
This is the first time you will ask your ideal client to do something. Don’t be pushy and don’t try to sell.
Remember sales happens off LinkedIn.
Relationship building happens on LinkedIn, and when done well sales become a mere nudge.
What will happen if your ideal client does not act, now!
Use examples, statistics, testimonials, or case studies.
Create an urgency to move forward and take control.
Again, don’t sell!
Now, sweeten the deal.
Show them the transformation that is possible. What will they look like if they enter this journey with you as their sage, their guide, their councillor?
Create a longing to have what you offer.
Create an urgency to become part of the journey, the plan you have.
You guessed it… Without asking for the sale!
Content must be interesting and entertaining. But most importantly yours!
By adopting a structured approach, you stay in control and your content performance measurable. It is important to always test what works and implement improvements.
I have found in doing my content in this way I am in control while testing my marketing message and strategy.
But a content plan that works must be supported by your LinkedIn Marketing Strategy built into your Profile. I would like to gift you with a free 3 Video series guiding you to implement a LinkedIn Marketing Strategy that does work.
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