Play that funky musiccc write y’all

Positioning? You got it dowwwwnnnn.

(Not how you’re feeling? Don’t worry, we’re about to recap that ish)

Now it’s time to move onto content.

If that word gives you hives, don’t worry, it does the same to me.

It’s a word that means everything and nothing all at once, so before we jump into what to create for your content, let’s talk about what your content depends on.

And the answer is: your audience. Your customer research gives you more content springboards than you think!

We’re going to walk you through it in 3 steps.

So Step 1: Focus on the answers to these questions:

• What communities are you part of for work/studying/parenting/hobby (Slack groups, Discords, etc.)?

• What do you like/not like about [communities listed]?

• What do you love to do outside of work?

• What are your favorite movies/TV shows/books/podcasts?

If you’re thinking: but how can stuff like hobbies, favorite shows help you create content that addresses user-specific problems, keep reading, we’re getting to it!

Step 2: do your KW research across sources

Based on the answers you get,

• Use ChatGPT to help you find a list of KW’s based on phrases

• Use Ahrefs or Google Keywords Planner to see what the search traffic is for target-audience-specific terms

• Create a custom feed on Reddit to monitor keyword-relevant subs to see what TA’s are naturally talkative

Step 3: Find the intersections and gaps

Don’t focus on beating what’s already written.
Give your energy to write what’s missing.

Based on the search terms and customer research, What questions keep popping up that aren’t being answered comprehensively or explicitly?

What tools do they need to work with actually solve their problem but it isn’t clear how to get them talk to each other?

List out the content type

• video,

• written (blog),

• audio,

• tool (like a calculator)

That would most clearly answer the question or give them an explainer.

Ask ChatGPT what they most SEO-optimized way is to make that type of content and ask it to suggest some SOP’s.

Don’t overthink or question yourself too much

Marketers have been known to make “content” complicated. That’s their complex, but it doesn’t have to be complex.

Create a table of what needs to be created,

One that looks like this:

Okay, now let’s talk about awareness levels

Everyone in your target market is in one of these stages.

The ones at the bottom (Product Aware) are on the verge of deciding what to buy. The ones at the top (Unaware) haven’t hit their “oh crap” moment quite yet to need help.

You should have content that hits every stage so you can meet your audience where they are. People find you when they’re looking.

If you’ll notice in the content database template, there’s a field for awareness level.

If you’re not sure whether your content fits the awareness stage, ask Chat (yes, seriously).

Now, back to the fun stuff…how can I incorporate their hobbies and references into marketing?

The same way you would if you had an inside joke with a friend and wanted to use it in conversation: naturally.

I’ve mentioned using Chat quite a bit in this issue, and that’s because a lot of this is information organization and ChatGPT is great for that.

It’s not great at hiding it’s a bot in writing (thank goodness).

And that’s where your audiences hobbies, references, and the inside jokes you’ll develop over time in conversations and calls comes into play.

By this point you’ll know what topics to write on, what the format should be, and the structure should be to make it easily searchable/findable. Now write like you were answering the question if a friend asked it of you. Weave in the references. Sound like a human.

Great, i have content i trust now. Uh, how do I find a marketing channel that works to post it in?

Find a channel that works with experiments. It’s packaging content with distribution so you can see where you should show up and how.

An experiment should have a testable hypothesis, one includes:

• what you plan on doing

• where you plan on doing

• what your goal is

• how long you are going to run the experiment

• what your data points (KPI’s) are

If the thought of an “experiment” sent shivers down your spine like the word content just used to, never fear my pretties!

We’re going to cover that in the next two weeks.

Sophia 💜👩🏽‍💻 & Aelia ⚡️🧕 

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