5 Keys to Cool Topics

If content marketing is part of your marketing mix, here’s a handy checklist that will save you countless hours and power up your conversion rates.

Perhaps like you, I have a marketing content calendar to keep up with, including daily social stream, weekly blog post, e-book once a month, and (ideally) a bi-annual product launch…

If you aren’t using a marketing calendar, you’re probably wasting a lot of time, energy and money on kneejerk marketing.  It’s good to respond to the news…

However, if you plan strategically, you’ll get better results.

It’s pretty simple really – A marketing calendar allows you to be ready for slow or busy times of the year.  It also lets you prepare for holidays and seasonal events that your prospects are thinking about.  And anytime you can “enter the conversation” already going on in their mind and heart, you are more likely to be a welcome guest, as opposed to an unwanted pest.

You’ve got two seconds

Meandering doesn’t cut it with content – your reader/listener/viewer (reader from here on) either latches on to what your saying is “outta’ here”.

So picking just the right content to hook your prospect is a huge time saver.  Get it wrong and it’s like a tree falling in the forest. Get it right and you get fascinated consumers of your content and eventually, with a good funnel in place, your products and services.

So here then are five a simple rules to follow to make sure you pick a topic your prospects care about:

  1. Relevance
  2. Traffic
  3. Competition
  4. Commerciality
  5. Personality

Let’s look at each one briefly

Relevance – Is your topic of keen interest to your ideal prospect?  The weather forecast for Mineola Minnesota has very little interest to a fly fisherman in Modesto, CA.  Weather, traffic reports and road conditions for the mountain pass he plans to drive over to get to his weekend fishing destination however, may be of intense interest.  What topics will your ideal prospect be interested in at the moment they’re deciding whether to read/listen/watch what you have to say?

Traffic – Are there enough people interested in what you have to say to make it worth writing to?  Most marketers naively  underestimate the difficulty of capturing audience interest.  Invest a little time up front 1) reading trade journals, blogs, newsgroups, forums, etc. and 2) Use a search engine to check the number of searches related to the problem you solve for your ideal prospect.

Competition – So you want to run a really popular story, getting millions of readers?  Good luck, unless you’ve already got an audience like the Huff’ Post.

What can you cover that the big boys aren’t talking about?  That is of particular interest to your target audience?  Maybe it’s a story out there that you can retell in your own voice, as it relates to your prospect and his or her particular concern that you can help him with.

Commerciality – Don’t forget why you came to the party.  This is about money, honey.  I mean, deliver value first.  Just think through how your topic leads to a sale. There are ways you can test for that if you’re not sure, however start with just sketching it out – Offering interesting tidbits about kids’ nutrition to prospects for your school supplies for instance.  Can you see the trail that leads to the money?

Personality – Let your personality be what it is and people will appreciate you for it.  It’s what sets you apart, especially when it takes into account their experience.  In itself, character adds value to even the most commoditized offer.  Shoes for instance. Until Zappo’s comes along and injects just one core value (unmatched service in their case) into what they do.

Want help getting your content created?  Click here for a free quote.

Okay, so here’s a quick ninja trick:

You know when you search in Google how the dropdown offers you “suggested searches”?  Guess what:  That’s telling you what people – maybe even your prospect, or perhaps even a whole new group of prospects you hadn’t thought about – are searching for.  Just type in your broadest search term, then type a space and watch what pops up.

See something of interest?  Select that and type another space and see what pops up. And so on.

Now you have a “long tail” search term you might not have thought about that people are hunting for information about.

Savvy content marketing starts by tuning into your ideal prospect’s favorite radio station; “WIIFM” (“What’s in it for me?”)

So what are your thoughts?  What’s working best for you?  Please share below.

About The Author

Mike Connolly

Dan Kennedy Certified Copywriter for Info-Marketers and Infusionsoft Certified Partner, Mike Connolly lives in Boulder, Colorado, builds marketing funnels that rock, and loves cycling (almost) all year round.

Comments are closed.