Create and publish content (blog, emails and networks)

Surely you already have content created that you can adjust to the parameters that we recommend but we are going to take a look at creating them.

The content should be mainly aimed at being used in the middle of the funnel (MOFU) but also for organic acquisition (TOFU), that is, educational content that serves to demonstrate to your audience that you know how to solve their problems.

ESSENTIAL RULE: Reuse all the content as much as possible: if you do a webinar, chop it up to have small videos, if you make a long post, extract phrases for social networks, etc...

It is very interesting that you have a Blog that speaks to the problems, aspirations and desires of the defined Target Persona and can get organic traffic by SEO positioning.

Next we give you the process so that you NEVER run out of content:

Do you need ideas for your content?

What we will do here is get inspired to craft our content. Unless you are very creative and lead a market, believe me, you are better off getting ideas from topics that are already being published and making it "your own". 

Creating new content is very expensive and ineffective compared to what you can do by taking inspiration from others.

1. Open the foundation document or your Sales Letter and access the section of your Target persona where the problems are indicated (you can also use it with their wishes or aspirations)
2. Choose the most urgent problems that your TP wants to solve
3. Go to https://alsoasked.com/ (you can use it in Spanish headings and contents) and introduce the problems. Go changing the phrases, look for synonyms. Write them all down in the "Content Market Fit" (CMF) template: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing
4. Go to https://answerthepublic.com/ (you can use it in Spanish headings and contents) and introduce the problems. Write down the ideas.
5. Go to https://neilpatel.com/ubersuggest/ (you can use it in Spanish) and enter keywords from your sector "Keywords" to see Google search results and volume targeting. This will help you to know the most searched topics. Write the ideas on the idea sheet.

And of course if you need "artificial" help go to https://headlime.com/ which we have already talked about earlier in this program in the PROMISE and TRANSFORMATION activity @The Promise or Transformation

It is an amazing tool that can give you many different ideas.

Write down everything you like in the Content Market Fit: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing

Video: How to find content people "like" and influencers to connect with

https://buzzsumo.com/

https://syften.com/ (alerts)

https://www.producthunt.com/

https://growthhackers.com/posts

https://es.quora.com/

Write down the ideas you find on the CMF sheet: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing

Newsletters and news

USA https://feedly.com/ to search for newsletters on any topic

Google Alerts: https://www.google.es/alerts Set it up with keywords from your industry to get fresh news on your topics.

Write down the concepts and links to the news on the idea sheet.

Podcasts

Use https://www.listennotes.com/en/ to find podcasts in your industry.

Write down the podcasts you like on the idea sheet.

YouTube channels

Same as above. Search YouTube and subscribe to channels you like. You can then share/comment on the videos or be inspired to make your own.

Note in CMF: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing

Conversations with customers and day to day.

This is the best.

That you tell your own stories, things that happen to you with a client, achievements, other points of view.

The more natural the better.

You are not a company, you are a person and the more person you are, the more people will want to talk to you.

LinkedIn Search

Use Content search engine and search the posts with the most engagement.

LinkedIn Groups

Little to say here. You should already know what groups your TPs are in and take a look at the contents from time to time to see what works. Also look for groups in English.

Facebook Groups

Surprisingly, groups are a BRUTAL movement for certain industries. Much more activity than some LinkedIn. It does not cost you anything to do a search and take a look at one in case it is worth signing up. Search in Spanish and English for more options.

Newsletter of the competition and your favorite tools

Sign up for the newsletters of your competitors and favorite tools. They may send interesting things that you can recycle.

Search Google and Bing

Well that. What hadn't occurred to you? :)

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Task:

Collect the best content sources in one document. Share that document with your colleagues/employees so that they can also see movement and...

Why not make a lead magnet with "The 50 best content sources in your industry"?

Recycle!!! Recycle!!!! Recycle!!!

Who can add ideas to that document?

Everyone who has contact with the client or is interested in collaborating. There is no limit when adding.

Who should "review" and "curate" the ideas?

You must assign a person in charge who defines which ideas are suitable for publication or not. Usually someone from the marketing team (or responsibility) who follows the defined brand tone guidelines.

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Good.

Now it is IMPOSSIBLE for you to run out of ideas to publish.

IMPOSSIBLE!!!

We have given you some examples, but depending on your industry you can search for others, book or product reviews on Amazon, reviews on tripadvisor or Google Maps, Twitter lists, etc... There are many sources!

The important thing, select a few and focus on them.

Dedicate a day every two weeks to collect content and put it into the CMF template: https://docs.google.com/spreadsheets/d/1sOnpeNDnbp9vyUfdP1dh4dHkW2WG3PJpCeQrQ6_BMH0/edit?usp=sharing

Here I show you a video of how I get 14 content ideas in 7 minutes: https://jmp.sh/zds6ll4