A foolproof content framework for creatives and small business owners
If you’re flying solo and trying desperately to keep a handle on all your daily marketing responsibilities then this one’s for you.
I’ve been working with a creative client. A maker that enjoys fettling, testing and perfecting as they bring their ideas and concepts to life in the form of a bespoke, one-of-kind product.
It’s been an interesting road I have to say.
The client had clear views about their brand vision and had actually established a strong position within the marketplace.
I really loved what they’d produced so developing it and implementing an effective marketing plan should have been easy.
Despite their world class creations and the fact that proportionately, there are very few people around the globe making these items to such a standard, we struggled to gain traction.
I battled to find a middle ground with my ideas and opinions for media content and story telling. I wanted to bring customers in to the inner circle and show them the magic and potential of what this unique little business creates.
My client however, preferred to keep a low profile and operate in an almost secretive manor. Because of this, social media has been a constant struggle due to the transparency, consistency and speed required to do it well.
It took a lot of time and effort to help my client overcome their reservations about creative content and social media. But with every small win, I gained more trust and we started getting more enquiries and sales.
As a consultant you need to be looking at the end game. What happens when you leave your client to continue with the strategy you’ve put in place?
Well, the most important thing for me to leave my client was a framework they could refer to that would help them focus and understand how to continue creating great marketing content.
They needed something that would easily show them actionable steps, in sequence and set against the bigger picture.
The result was the following content framework.
Content types and sharing
We opted to create blog posts, share rich imagery and produce a monthly newsletter. The newsletter would give an insight to the goings on throughout the previous weeks and share news of any new promotions.
Before sending newsletters, we’d make sure to optimise our landing pages to encourage specific actions, add value or share any important information.
The antenna is a visual reminder to KEEP SHARING! It’s so important to always be thinking about what your audience might like to see and keep them entertained.
I’m in awe of Gary Vee’s incredible ability to get up close and personal with you. He delivers and delivers, entertains and provides value and then… he asks you to take action.
This part of the framework is based on his ‘jab jab jab right hook’ principle and helps my client to see how this might look across three stages of customer development.
Targeted customers in the peripheral stage and those that show general interest require jabs; a barrage of media, valuable information and entertainment.
Some of these customers will hopefully move toward the last column where a call to action (‘right hook’) will demonstrate which are qualified prospects.
At this last step it’s important to maintain good communication, support and show personal and public appreciation.
Utilising the data
This last step is really important and often overlooked by businesses so I wanted my client to be aware of it.
After achieving success from the first steps, many businesses just stop there, go back and do more of it. Leaving behind a stack of valuable data.
Data that could be used to:
- Repurpose as highly targeted content
- Inform and improve various areas of the business
- Highlight areas of potential growth or
- Uncover underperforming initiatives
I hope this framework serves as a helpful tool in your business. Let me know how you might adapt it to better suit your needs.