As a service provider, I’m always looking to get in front of more of the right potential clients. One way that I do this is by creating consistent weekly content and repurposing it to various platforms. In today’s post, I’m breaking down my process for how I do just this.
Before I put pen to paper (errr, fingers to the keyboard?), I look at the quarter ahead and set themes for each month based on my strategic goals. What do I mean by that? Well, basically, if I have a launch one month, a specific offer I want to push, or another goal in my business, then I’ll choose a theme that works in with that.
Here are a few recent theme monthly themes and the reason I chose theme:
August: The Pivot Series
This was the month after my brand “refresh”. I’d recently changed a lot of things in my business, pivoted away from some old ways of marketing, and introduced a new signature offer. My goal for this month was to introduce the new-look brand and explain my thinking behind the changes.
The content included:
September: The Brand Refresh
In this month, I wanted to do a deep dive into specific changes I’d made branding wise (think copywriting, web design, branding, etc) with the intention of highlighting my own copywriting and content writing services.
The content included:
After I’ve mapped out my monthly content themes, I jot down ideas for hero content (see examples above) and flesh out unique angles, specific discussion points, and calls to action. Again, I structure this in line with my strategic goals. I always keep my call to action in mind, to make sure the piece of content naturally aligns with this.
This is where my pen actually hits the paper. I flesh out my pre-created outlines, drawing on voice of customer data (surveys, questions, interviews) to write content that connects with my ideal clients. I always let my copy rest (aka sit for a day or so) before I go back in and edit, edit, edit for clarity and brand personality.
I publish my hero content first and foremostly to my podcast, the Expert Status Show. So, I record the episode (or batch record the episodes for the month).
I then repurpose this hero content into a blog post and then a strategic email newsletter (I devise a unique angle and create a unique email subject). Sometimes the CTA will be to listen to the podcast episode, but other times it will include a direct call to action to book a connection call, grab a lead magnet, or simply reply to the email to generate connection. Again, this depends on my strategic goals for the month.
After this, I curate 1-3 Instagram posts based off the hero content. This can include Reels, static posts, and/or educational graphics. This ensures I’m getting the most out of my content.
Once all of my content is created, it’s time to schedule it out. I schedule podcast episodes in Libsyn, blog posts in WordPress, emails in Convertkit, and Instagram posts in Meta Business Manager. Once it’s all scheduled, I can breathe a sigh of relief knowing my content is locked in for the next month and, most importantly, will help move the needle in my business because it’s actually strategic (instead of created on the fly!).
This process that I’ve walked you through is very similar to the process I follow for my 1:1 Full Suite Content Management clients. If consistent content is something you’re struggling to create or if you find you’re always creating it on the fly (eek, cue that extra glass of wine!), then I want to invite you to outsource your content calendar to a caring team so you can consistently show up for your audience, position yourself as the expert, and increase your sales.
If that sounds good to you, you can view my Content Management & Strategy packages here >>
I’d be honoured to help you bring your content goals to life so you can get in front of more of the right ideal clients.
Got a question? You can DM me anytime @connectioncopyco
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