How do you come up with purposeful content for your business? How do you create content that creates clients and blog posts that convert?

Because, in the end, our goal is to attract more discovery call bookings to ensure our cashflow and clients are growing consistently.

But it’s not JUST about the money, right?

For some of us, we certainly want to be rewarded for the work we do and we don’t want to resent all the time we put in only to not have our bank balance grow.

However, money isn’t our primary motivator.

This is the case for many of my clients too.

You’re motivated by the idea of running a business that allows you to contribute to the family income in a meaningful way and make a difference to the lives of others through your passion and skills BUT, more importantly, be there for your kids and have time for yourself.

Because, THAT’S why you stepped out of the corporate world in the first place.

You get to finish at 3pm to do school pick up and don’t have to open your laptop again for the remainder of the day if you don’t wish.

You get to take a full day off during the week to read a book, complete a course or sit at the salon (today was spent at the hair salon reading a book on storytelling…. double win!).

You get to… well, do whatever the heck you want, really.

THIS is the life I help you achieve through

• setting up systems that streamline your business,
• attracting email subscribers and discovery calls predictably and consistently, and
• freeing up space to do the things you love… the things that bring you joy!

This means the work you DO in your business is more purposeful and impactful, rather than you working until midnight to chase up emails, post on your Facebook page or finish that blog post.

Which brings me to the topic I get asked about… “but what about the content creation? It’s never ending.”

When I started as a mum blogger, I blogged daily. If you check the dates on my blog posts now, you’ll see I’m far from a daily blogger. I’m not even a weekly blogger.

Instead, I create content that creates clients.

When we talk about creating systems for your business to ensure you get back more time for YOU while also bringing in consistent discovery calls, we’re also talking about:

• ensuring every piece of content you publish repays you now and/or in the future with consistent subscribers or discovery calls
• it’s trackable so you can measure the results to determine how to repeat your success (and leverage it)
• it has a purpose and a clear goal it wants to achieve, rather than purely feeding your desire to feel productive.

I’ve put together a free training below on exactly how you can generate content that creates clients for YOU.

During this video I outline how you can come up with a piece of content for your blog that will attract your most aligned client and inspire them to take action by subscribing to your email list, signing up to your webinar or booking a discovery call with you.

Here’s how to Create Blog Posts That Convert

What’s Your Product/Service

The first thing you need to ask is WHAT is it you’re selling? What is the BIG offer you’re trying to lead people to? Once you understand what this is, you can start working backwards to determine what this piece of content needs to be and what it needs to achieve.

Determine Your Goal

What do you need this piece of content to achieve to ensure it leads people to investing in your higher end offer?

Here are a few things it can do:

Attract Email Subscribers:

One thing you’ll notice in my blogs is that I’m often asking people to join my email list by downloading a free resource. Your blog posts act a little like a landing page to convince people WHY the free gift you’re offering is worth exchanging their email address for. Most of my blog posts look to convert blog readers to leads.

Acquire Discovery Call Bookings OR Webinar Registrants

If you have a high dollar offer, it’s really difficult to sell that directly inside a blog post. However, you can sell the opportunity to get them on a call to chat about your offer to see if it’s a good fit. Alternatively, you can get them to register a seat for your webinar, which is another opportunity to speak to them about your offer without having to do it one-to-one.

Sell A Low Dollar Offer

Depending on your business, it may make sense to sell a low dollar offer. What research shows is that once someone invests in you once, it’s must easier to get them to invest again. So it makes sense to offer something that’s a lower dollar item and then invite them to your bigger coaching program or service offering.

Increase Offer Awareness

As I mentioned earlier, it’s quite difficult to get people to buy directly from your blog posts. However, you can increase the awareness someone has about your higher ticket offer. For example, I often reference The Online Marketing Mastermind through my blog posts. I don’t expect the blog post is going to convince someone to join us in the next mastermind, but people at least become aware that the next one starts in September 2018. It’s now on their radar and they’re thinking about it.

Write the Call To Action

In line with the goal of our piece or when writing blog posts that convert, we also need to match a call to action to that goal.

If you have an opt-in, your call to action might be:

• Download Your Free Gift

If you have a Webinar or Discovery Call it might be:

• Register Your Seat
• Attend the Training/Webinar
• Book A Call

If you have a low dollar offer, it’s going to be:

• Buy
• Access Your (Product)

And lastly, when we’re talking about offer awareness, it might be:

• Learn More About

Play around with your call to action copy and ensure you’re using “action” words to entice someone to take the next step with you.

Choose The Topic For Blog Posts That Convert

There are a few questions you can ask to help you gain further clarity on what your topic is. I always encourage people to first look at their bigger offer they’re leading people to and see what their signature system looks like. From the signature system, you can then identify which piece makes the most sense to write about.

Then, ask these questions:

My ideal client’s current belief system is…

Example: …that client pathways won’t work for their industry.

My ideal client is Googling…

Example… what a sales funnel for a service-based business should look like

My ideal client is being kept awake at night….

Example… because they can’t figure out how to grow their email list. For every new subscriber, another one unsubscribes.

My ideal client aspires to one day…

Example…. have a predictable, repeatable systems that can create more ease and generate more revenue.

Choose Your Story/ies

There are four types of stories I like to work with. You can download a copy of my Storytelling Map to dive deeper into the four types and gain a storytelling prompt for each to get you started.

The four types are:

Allegiance

Achievement

Adversity

Video coming soon

Adjustment

Stay tuned for more on this topic, complete with video trainings and examples, in the coming weeks.

Choose The Keyword

Keywords and SEO are a big topic, so I don’t want to go into that today, but do a little research to find out what the best keyword is.

Start with common sense – what would your ideal client Google? For example: “sales funnel template” is something I know my ideal client is Googling to see what a sales funnel looks like…

Put that keyword into Google search to see what “Google suggests”. Maybe Google has a better option or a long tail keyword that would be easier to rank for.

Then you can start using different tools to delve deeper into how easy it would be for you to rank for that keyword.

Two favourite tools you can use for free are Serpstat and KWFinder.

If you’d like to dive deeper into storytelling to get this piece of content really using persuasion and painting mental pictures to allow people to fully experience what you have to offer, download a copy of the Storytelling Map.

DOWNLOAD YOUR STORYTELLING MAP

Are you ready to start creating more purposeful content in your business to attract more of the people you actually want to work with, repel those you don’t and gain consistent clients and cashflow?

Book a FREE Pathway Profit Strategy Session (valued $165) to determine your goals, challenges and how you can best move forward. Book your free session.