Welcome back to the Young Folks Digital DIY content marketing challenge. Yesterday, we covered off all things messaging and really hit home the importance of understanding the audience and the customer journey to purchase so you can achieve that elusive right message in front of the right people at the exact right time. Zero Moment of Truth style!
By now, you should have a neat little working document in place that covers off:
- Who we are (about us)
- What we do (thing you sell)
- Why we do it (your purpose, your why)
- Who we serve (your audience)
- Your goals and objectives (should stack up to purpose)
- The customer journey to purchase
- Audience pain points and pleasure points
- Audience aspirations and challenges
- Key messages that leverage the pain points, pleasure points, aspirations and challenges
- And those messages mapped to the customer journey
We’re now on Day 4 of the challenge (in case you missed it, you can catch Day 1 here, Day 2 here and Day 3 here. Today, it’s all about content marketing hacks. Yup, I’m throwing down my best and juiciest tips and tricks in our longest lesson yet. This lesson is approximately 27 minutes long and while part of me wants to say sorrryyyy for the long lesson, another part is like actually you’re welcome. This is some seriously helpful stuff and you’d normally have to book into a private consultation or a project or retainer. So — you’re welcome 😉
Okay, let’s get stuck in to lesson four: content marketing hacks.
Here is lesson four in video format. Annnd, for those that prefer to read, I’ve recapped the lesson below (you might find more value in the video, though, as I explain everything in detail)
Hack #1: generating blog ideas
Coming up with content ideas for blogs (amongst other things) is a huge part of content marketing. And while it’s great to have all the audience personas, pain points, and journey documented sometimes even the best writers find themselves stuck for ideas. And it’s for this reason that I love to turn to Google for ideas on how my target audience are searching for information. Another spot I like to look is the customer service inbox — because that is always full of pain points.
Hack #2: Finding high-volume keywords
On the most fundamental level, more traffic = more opportunities for people to buy from you, right? So it makes sense to try and rank for relevant, high-volume keywords. But how do you find them?
Try: Ubersuggest. It’s free.
Hack #3: creating scroll-stopping content
Compelling captions build credibility and trust, but first you gotta get ‘em to stop scrolling. And to do that, you need great imagery. So if you haven’t already, get yourself some professional photos and a designer on speed dial!
Hack #4: writing compelling copy
Once you’ve stopped the scroll you gotta dive in deep with your customer. This is where the pain points come in. Address them right, at the exact right stage of the customer journey and you’re home and hosed.
Hack #5: Facebook algorithm busters
Again, dwell time, comments, likes, saves, direct messages, shares, engaging with functionality… they all send positive signals to the Facebook algorithm. So make sure you’re posting at the right times of day and encouraging your audience to interact.
Hack #6: Instagram algorithm busters
Dwell time, comments, double-taps, saves, direct messages, shares, engaging with stickers… they all send positive signals to the Instagram algorithm. So make sure you’re posting at the right times of day and encouraging your audience to interact.
See how these images have received a loootttta likes, but also a lot of shares or saves? This all makes a difference.
Hack#7: Pinterest algorithm buster
Truth bomb: Pinterest is a search engine (albeit a visual one). This means you need to optimise your pins for discoverability. You can also include a cover image that features a call-to-action to encourage people to click through or save.
Hack #8: Google algorithm busters
Google is all about customer experience. If the results they serve up don’t meet the needs of the searcher then they’ll head to Bing 😂 And Google doesn’t want that. This means your content needs to meet search intent. So, you need to be clear on your target keyword and write for humans then optimise for search engines.
Hack #9: Turn polls into posts
Get brownie points from the Insta algo’ by running a poll on Stories, then go ahead and make some content for your blog that addresses the poll. We did just that with a poll on digital strategy and turned it into a series of blog posts (which you can read here).
Hack #10: Winning headline formulas
Sometimes it’s super hard to write a headline, so we’ve got a couple of nifty formulas to share:
[number] [relevant thing] every [your customer] needs to know.
13 essential post-run habits every new runner needs to know.
[number] [relevant thing] every [your customer] needs to know to [problem].
24 caption starters every social media marketer needs to know to prevent the dreaded content rut.
And I’ve popped some more in the vid — so you’re gon’ have to watch it.
Hack #11: Winning caption starters
Writing ruts aren’t limited to headlines, captions can be hard to start writing, too. Here are some of our fave caption starters.
Who else wants [the thing that relates to pain point]?
Who else wants more time to write compelling content? Listen up, this Sunday we’re throwing down our best content writing tips…
The secret to [thing that relates to pain point].
The secret to having more time to do the stuff you love isn’t getting up earlier. It’s time blocking — Pomodoro style.
Read + Save: What everyone should know about [relevant thing].
Read + Save: What everyone should know about effective content marketing.
See where I am heading with this?
Okay, homework time.
Refine your marketing messages to match your customer personas:
- Map out specific content for each stage of the customer journey
- Make a list of five blogs you can write
- Write five captions for each of your social media channels (and just like that you have a week of content done and dusted)
Don’t forget, if you want to ask a question or connect with other people doing this challenge, jump over to our Instagram and find the #YFDChallenge post. We’ve even made a Stories template for you in case you’d like to share with us — grab it in the #YFDChallenge highlights on Instagram.