Posts tagged Behind the Scenes
Content That Converts: A Behind-the-Scenes Look
Behind-the-scenes look at the Bosscation Content That Converts strategic planning guide. This marketing planner helps you create content that leads to sales. Determine what to write or record, when to post it, and how to lead your audience to buy.

The benefits of content marketing far outweigh the burden of creating it. Content builds relationships and loyalty with your audience and develops your know, like and trust factor. It warms up your audience so they’re ready and excited to buy. It drives traffic and awareness, positioning you as an expert or an industry influencer. It ensures you’re driving the right traffic to your website and offers.

Even if your business runs off referrals, it’s important to keep producing content. That way you don’t get stuck in a feast or famine cycle once your current projects and referrals dry up, and you can book yourself out with a wait list! It’s great for SEO and keeping your business top-of-mind. It opens the opportunity to scale.

While I’ve already explained how to become faster with content creation, how to overcome your content blocks & setbacks, and what marketing mistakes to avoid, this post provides a behind-the-scenes look at the final piece towards ultimate content creation: our Content That Converts strategic planning guide.

Why Use a Strategic Planning Guide for Your Content?

  • It ensures your content leads to sales
  • It takes the guessing game out of what to talk about
  • It keeps your thoughts and ideas organized
  • It helps you streamline your process to avoid writer’s block
  • Using pen & paper opens your mind to stronger creativity and a better flow of ideas
  • Being physical rather than digital allows you to work without the distractions of your email, social media, notifications or client work
  • Take it with you anywhere so you can write where you feel inspired (my favorite spot is the hammock in my back yard)

What Makes the Content Planner Strategic?

Our planner doesn’t just provide space to outline your blog posts — anybody could do that with a pen and paper or even in their computer. It starts with your foundation to ensure you’re building out the right type of content for you and your business. If you absolutely hate recording videos, are you really going to produce one each week? Not likely… at least, not without hiring parts out or creating a better process. Determine what’s holding you back and how you can find a good workaround or solution.

Understanding your audience is critical for creating content. If the common thread that ties all of your clients together is that they’re super busy, then they may not be reading blog posts or watching videos. They may, however, be listening to podcasts and audiobooks, so providing audio options is key to getting your message heard. While we don’t dive as deep into your ideal clients in the Content planner, I still have a dedicated section for honing in on your audience.

From there, you determine the best goals for your content. If you’re selling a no-brainer, low-priced offer, you may just need traffic and awareness. You could run a few Facebook ads and social media campaigns to get the word out. If you tried those same tactics for a $3500 brand design package, you’ll just be throwing money at Zuckerberg with no ROI. High-ticket 1:1 services require more trust, education and relationship-building. Those goals are supported by blog posts, videos, case studies and testimonials. Knowing what goals to use for your content will shape the platforms and tactics you pursue, and the Content That Converts will walk you through that.

Whether you’re stuck on what topics to write about of if you struggle with having too many ideas for your content, our guide helps you create a story bank of ideas that support your offers. You’ll determine a monthly theme so you can narrow down what topics you’ll talk about and keep a nice flow between all of your various platforms. Everything you post that month should directly or indirectly lead towards the sale.

What if I Don’t Have Time to Take a Bosscation to Work on My Planner?

Wouldn’t it be nice to outline and plan your entire content for the quarter in just a few dedicated sessions? While that would be ideal, it’s not always realistic. I have personally found it easiest to plan my content a few weeks at a time. I carve out time on my calendar for content preparation. I take my Content That Converts planner with me to the pool or just chill on the couch as I map out my plan for the month. It makes it so much easier to write each blog post or record my Facebook live videos when I have an intentional goal and outline for each piece.

What’s Included in the Guide?

The Content That Converts strategy guide is 120+ pages filled with space to brainstorm, plan and create. Here are the various sections included in the book:

1. Content Foundation

Decide on the non-negotiables for your content creation, so you’re able to determine the best platforms for you. Break down your content tasks & calculate how much time you’re realistically able to spend on content so you know where to focus your efforts. Decide on a budget for a team or tech to help you streamline and post content with ease.

2. Audience Evaluation

Dive deep into your client profile to determine the best type of content to connect with your audience. Determine who your “parallel partners” are so you can collaborate and reach a broader audience. Evaluate your competition and the tactics they use to connect with their clients.

3. Goals & Tactics

Learn about the various marketing goals you should be focusing on to optimize your content for conversion. Use those goals to choose the best tactics and platforms for your content. Then determine your quarterly goals and tactics that you’ll be building your content around.

4. Monthly Overview

Decide on what type of unique vs. repurposed content you’ll be creating. Make a story bank of ideas that will help you easily create strategic content.

5. Monthly Planning (x3)

Three months’ worth of content planning pages. Decide what products or services you’ll be promoting that month, so you can create content that leads to sales. Plan out a monthly “campaign” such as a webinar or challenge. Determine the weekly topics for your blog posts, videos, email newsletters and social media. Outline each individual piece of content so you’re ready to write or record!

 

Ready to Create Content That Converts?!

Plan strategic content with ease using our Content That Converts strategy guide! 120+ pages of planning and strategizing. Take the guess work out of what to write and record! 

 
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The Bosscation Difference
The Bosscation strategy guides are all about taking action in your business. Our workbooks are 80ish pages of intense business planning, questions and exercises to help you decide between all of your ideas and create the best products, services and offers for your business.

Free downloads. Digital workbooks. PDFs.

This workbook is like 70+ pages of seriously creative, challenging, brilliant questions and exercises!
— Cami Williams, VAology

You're probably thinking the Bosscation strategy guides are just another 15-page document with a few pages of instructions, followed by giant blank boxes to fill out. Wrong!

Fortunately, that couldn't be further from the truth!

Here are five things that they are about!
 

1. The Nucleus Principle

When building out anything in your business, from your social media platforms to your brand positioning to your products/services, you need to ensure you're aligned with your best strengths, passions and goals. It can be so easy to chase other people's dreams when you're not intentional with what yours are. 

Once you figure out your destination — where you want your life and business to head — you can then determine how to get there! Is it through 1:1 services, products, group programs? What are your best strengths and personality traits that can support your growth?

Working out of your strengths and best traits will produce better work, which will drive more sales and referrals, which will motivate you to create even better work... it's a snowball effect towards success.

This is why each of our strategy guides start with the "Nucleus Principle" — your non-negotiable core values and goals that ensure you're building the right thing for the right people (including yourself).

I got this wrong with my brand design business and boy did I pay for it. I jumped into a "niche" that I had never worked with before, just because I thought I'd working with them. I saw that most wedding photographers appreciate good branding, and I had a background creating wedding invitations, so I thought it would be a great fit. I centered my whole business around targeting wedding photographers, only to discover that I was so much stronger with brand strategy for B2B companies like coaches, not B2C! If only I had realized my strengths and values before creating my entire business around a niche I wasn't cut out for!

 

2. decision-making made easy

Forget the Venn diagrams and typical pros/cons lists... when you're making a decision, you need to dive a little deeper. Not all pros and cons are weighed equally. You need to measure things according to your "nucleus" to be sure your decisions are aligned with your personal and professional goals.

Another key ingredient to making strategic decisions is in asking the right questions. But don't worry, I break those down for you. Our strategy guides provide thought-provoking charts for comparing elements that really matter in making your decisions.


3. Content Scheduling & Planning That Supports Your Main Mission

Never find yourself wondering, "what am I going to write about today," then whipping together something that may not flow with anything else you've posted recently. In our Ultimate Launch planner and the Content That Converts strategy guide, you'll first dig in to your marketing goals.

Never find yourself wondering, "what am I going to write about today," then whipping together something that may not flow with anything else you've posted recently. In our Ultimate Launch planner and the Content That Converts strategy guide, you'll first dig in to your marketing goals.  Determining your goals first will allow you to choose the best tactics and platforms to pursue.  From there, you can create themes around the topics that will be best for your goals. Looking for awareness? Share some behind-the-scenes looks and posts about what your product/service can do for people. Need to build trust? Provide testimonials and case studies that prove you're legit. Trying to drive traffic? Perhaps you could host a giveaway or be featured on a popular blog or podcast!

You may think that posting to Instagram 3x a day will get you the visibility you need... but perhaps what your business really needs is to build some trust and authority. Maybe you should consider a webinar or being a guest expert on a podcast, instead!

Determining your goals first will allow you to choose the best tactics and platforms to pursue.

From there, you can create themes around the topics that will be best for your goals. Looking for awareness? Share some behind-the-scenes looks and posts about what your product/service can do for people. Need to build trust? Provide testimonials and case studies that prove you're legit. Trying to drive traffic? Perhaps you could host a giveaway or be featured on a popular blog or podcast!


4. Time and Expense Budgeting

When building out a new business, service, product or offering, most people look at all of their costs, to make sure they have the budget for creating this new thing, but what's often neglected are the time commitments. 

If you calculate you need eight months to create your new course, and it's supposed to be a 1-time offer valued at $1500, how many do you need to sell to make it worth your time? Is that realistic? 

Once again, we come back to the nucleus principle here... what are the non-negotiables for this offer? If you realize you're going to make $5/hour after all of your time and expenses, something has got to change! 

While it's not the most "fun" section of our Ultimate Launch planner and Path to Purpose strategic planning guide, it's definitely an important section to make sure your idea is feasible, and to have a realistic expectation heading into the project.

If you've ever watched HGTV for more than 5 minutes, you'll probably notice how every project has an unexpected turn of events that costs them time, money or both. It's important to think through everything before getting started, and to build in a little wiggle room for the unexpected! 


5. Determining your bottle necks

If there are certain tasks that you dread or aren't as strong at, they'll end up being a bottleneck that can really hold you back!

Take, for instance, writing blog posts. Let's say you want to create your social media posts and newsletter around your weekly blog, but you absolutely hate blogging. This causes you to procrastinate and/or spend hours on every post. By the time you've finally written, edited and posted your blog, you have no time or energy left to create cohesive content for other platforms. This will leave you with a few issues, either your content won't be cohesive and strategic, or it won't be created at all! 

If you have a team, your bottlenecks could keep them from doing their job, or doing it efficiently. If you send your blog post to your social media manager the day before she's supposed to schedule posts around it, she won't have time to create the best captions.

Our Path to Purpose and Content That Converts strategy guides take a deep look into the things that hold you back, so you can know what to hire out or work on improving, to keep you pressing forward.

Perhaps your aversion to blogging is actually from not knowing what to even write... or maybe you struggle with determining your brand voice, so you re-write every sentence. Figuring out what holds you back is the first step towards breaking through! 


Who these are for

Each strategy guide was created for a different purpose, so I'd love to share a little about who each one is for. I'm all about being strategic with your time, so I don't want you purchasing something that isn't a good fit.

It's time to plan out and launch that big idea you've been keeping in your pocket.

No more excuses, let's hash out your exact target market, packaging & pricing, team & tech, timeline and content.

Come home with an action plan and timeline that's ready to implement one step at a time, so you'll be ready to launch in a matter of weeks.

Are you a multi-passionate entrepreneur who struggles to decide between ideas and aren't sure what path to take?

You've tried juggling multiple businesses, but that just waters down your messaging and keeps you from focusing on ONE!

It's time to find YOUR unique path to profit so you can turn your passion into profits.

You've got some ideas for blog posts and social media content, but you feel there's never enough time to plan ahead.

Every week you open up your computer, stare at the screen and wonder, "what am I going to write today?"

If that sounds like you, then you need the Content That Converts strategy guide to help you outline and prepare a cohesive, structured content plan for the entire quarter.