Content marketing shouldn't feel like rocket science.
If anything, it should be fun and engaging for you and your audience
so let's talk about the strategies for how to create a good content marketing strategy.
I've built my business to 7 figures and only took me 2 years to make my first million and
the biggest part of that was my content marketing strategy. So, today I want to talk about the most
important first step to any good content marketing strategy, whether you have a coaching service or a
dog grooming business, this can really be for any niche and you won't want to miss this number 1
rule that I have for social media and content marketing but I don't want to freak you out,
but it might completely alter your social media presence after hearing this and guys, I'm feeling
a little generous today so I also want to tell you the biggest mistake that people make in content
marketing so stay tuned to the end of this video so you can avoid this common pitfall. The most
important first step to any good content marketing strategy is to reverse engineer your goal for the
entire campaign. We're not just creating content for the sake of content, I never want you to just
like take a picture, pull out your camera and just talk about random stuff with no outcome. We
want to reverse engineer the outcome. What's the point of this? What are we leading to? We want to
work backwards from the result that you want to create and also don't try to be everywhere. Sure,
like create content on different platforms and you can test things out but I would recommend that you
focus on the platforms where your audience is specifically hanging out. So, that might require
some customer avatar research. Are they more on Instagram? Are they more on Pinterest? Are they
more on LinkedIn and that's for you to find out and for you to decide and do that research and see
the data to where are people responding to you the most, where are you actually getting those numbers?
We measure our business by 5 core functions. We have lead generation, lead nurture, lead conversion,
fulfillment and retention and upsell. So, we're looking at every single platform that we're
investing effort into so if we see that we're not generating leads on one platform, why would I keep
wasting my time there? What's the definition of insanity? Doing the same thing over and over and it
doesn't work, something like that, thanks Einstein. Whatever isn't working, don't do that, the things
that are working, double down. So, let me know in the comments where is your audience hanging
out. I want to hear your thoughts on your target audience and their favorite social media platform.
Now, there's a number 1 rule that I want to make sure that you are implementing when it comes to
your social media and content marketing and it's called the 80-20 rule, meaning that 80 percent
of your post should be regular, you know, value building, relationship building content and 20%
of that is selling. You've probably followed some social media accounts where like it seems like
all they're doing is just slimy, like cold calling, hard selling, blasting you with ads and you're like
whoa, like I don't even know who this person is and you probably unfollow it because it's so much
hard hitting sales instead of value. So, your posts need to be of value to your customer avatar or
your ideal client and one of the strategies that I recommend for you to use is a story selling
framework that I created called ELSA. Yes, you think of Elsa and you might think of the Disney
snow queen but for these purposes, do not let it go. ELSA is a framework is an acronym for epiphany,
lesson, story, application. So, when you use it like this, you can even have posts that are
more storytelling and the 20% at the end of it has a call to action, but because you've led with story,
it's more of a soft pitch and it doesn't seem like that yucky, hard, you know, car salesman kind of
selling. So, let's go through the acronym epiphany, lesson, story, application. Before you create any
piece of content just like I said before, we want to reverse engineer the outcome. What's
the epiphany? What's the "aha" moment that we want our audience to have after consuming this piece of
content? Is it that we want them to have some kind of belief in themselves or we want them to see
this as a solution or this being the only answer to their prayers? So, what's the epiphany that you
want them to have? Think about that. Now, how do you give them that epiphany through the next
letter in the acronym lesson? What's the framework that you can teach them and maybe you have that
as like a 3-step framework or something where you can just take step, step, step and help them to
get to that result or that outcome. However this is where "S" stands for story because the best
marketers spend the most time on the story. The story is what teaches people why they should care
about the lesson that they're getting. We don't want to be the boring Charlie Brown teacher at
the front of the classroom like... here's this do this blah, blah. When you can give them a
story, that's going to help them tie into some sort of like an emotional shift and show them why they
should care. If you can tell your story of when you like hit a wall or your before and after or
something that really... it like gave you an epiphany that shows them why they should have this epiphany,
that's going to help them to know, like and trust you and help them to invest emotionally with their
feelings before they invest financially with their credit cards. And the "A" in elsa is for application.
What's the next step that they can take to now apply this into their life, and it can be
a call to action to another video that they can watch or to a lead magnet or straight to a sales
page if you're saying hey, I'd love for you to purchase this now. Like, this is the next step
that's going to get you to the outcome, go here, click here, watch this, buy this, that's how you're
going to lead people from the story selling into the sale. When you're thinking of the 80-20 rule,
think of how you're actually kind of dating your audience. You're dating them, getting to know them
they're getting to know you. Before you'd ever go in for a proposal, think about like if you were on
a first date with someone and before you even get to the restaurant or the movie or whatever they're
like hey, we should get married and you're like what? I don't even know you. You haven't taken me to
dinner yet. You don't know my last name. You have to build that relationship with them or else it can
almost be offensive. One of my favorite movies that I like to give as an example is 50 First Dates.
You know, Adam Sandler and Drew Barrymore, if you've seen this movie, you know the characters Henry
and Lucy. Henry is trying to date Lucy but doesn't realize that Lucy has short-term memory loss so
every time he sees her the next day it's like he has to start all over again, she's forgotten
about the the nice things that he did the day before so when he comes over to her table at the
breakfast restaurant and like touches her waffle house that she's making, she's offended. She's like
I don't even know you, don't touch my waffles, it's offensive because she doesn't remember
what has just happened and all the rapport that he built the next day. So, it's not that your audience
has short-term memory loss, but we do have shorter attention spans so it's up to us to continue to
build that relationship and tell those stories to keep making that emotional connection with
our audience. By the way before we move on, have you subscribed to this channel yet? If you want to
bring your business closer to infinite cashflow with evergreen content and incredible offers, go
ahead hit that red subscribe button to be notified every time I upload one of these new trainings.
I'm so excited for you to be able to implement the ELSA framework and story selling and the 80-20 rule
but before you run off and start implementing your content, I want to share with you the biggest
mistake that people make in content marketing and that's creating content for the sake of content.
All of your content should be purposeful, provide education or entertainment and then lead to a call
to action. The purposeful content you create can be repurposed into Instagram stories or LinkedIn
articles or blog posts and what I like to do is plan this out in a calendar. One of the things that
we actually have is a plan for profit campaign calendar. We have this inside of our hello to high
ticket training where we show how you can actually have a system, like clockwork of the things you're
going to promote in a way that you have the stories already created that you're not trying
to like hey, buy this and buy this and like cold calling or hard selling or yucky salesman kind of
stuff because I don't want to be like that and I also don't want to receive that kind of content,
which I'm sure you have examples of content that you don't want to be like, you don't want to be
producing. So, when you have a plan for profit campaign calendar in your business, you'll know
exactly what each piece of content is leading into and how that content also leads into cash
flow and revenue for your business. So, I would love to actually share that with you. I want to
show you the step-by-step process of building unique offers in your business that will pave
the way for infinite cashflow and help you effortlessly ascend your audience from hello
at a high ticket. So, if you're ready to jump in on the fastest path to cash, I'd love for you to join
my next free private training where I will break it all down for you, we'll show you
the plan for profit campaign calendar and all of our done-for-you systems
that you can actually take and implement in your business. So, join us by going to hellotohighticket.com
or I've included that link in the description below and I'll see you there.