- Posted by Jeff Vacek
- On May 5, 2016
- 0 Comments
- Content Marketing Tips, Jeff Vacek
Creating mounds of good, quality content for your audience can be an overwhelmingly painstaking task to accomplish day in and day out for your business and your brand.
Frankly, I know that’s why a lot of content out there is complete crap.
More specifically, I think there are 2 HUGE reasons for the plethora of crap content:
- Like I said… its tough… Its not easy trying to think up new stuff to write, vlog, blog, chat, etc. about day in and day out. So, you get lazy… Then your content is crap, NON-engaging, doesn’t get shared and then you complain and say, “Content Marketing doesn’t work!”
- You’re coming up with content that YOU think your audience wants. As much as you may think you know what your audience wants, right here, right now… In most cases you don’t.
So, what’s the solution to NOT putting out crap and to making sure it is what ‘THEY’ want?
Well, there’s the long and hard way or the short and simple way on how to create content…
Which one do you want first?
Okay, how about the long and hard way.
First, the long and hard way IS viable and DOES work. Its just well… long, hard, time consuming, tedious, etc.
And it still leads to some potential misinterpretation as to what your audience REALLY wants.
In a nutshell the long and hard way is this…
- Use sites like Buzzsumo and research what’s getting shared via Social Media in your niche/market
- Find the top 5 blogs in your niche/market… look and see what’s getting the most shares, what’s getting commented on and what the comments are.
- Do a survey – Not necessarily long and hard but typically you won’t get a huge response and especially if you offer an incentive to take your survey you’ll get people filling out the survey half-heartedly to get the freebie!
- Find the top Facebook Groups in your niche/market and see what’s being discussed, what the hot topics are and is getting commented on a lot (similar to #2)
Again, all viable things… but they take hours. And unless you can pay somebody to do it for you that KNOWS what they’re doing… Those hours will be spent by you.
Not saying don’t do it… Just sayin’…
That’s the long and hard way.
So, how about the short and simple way?
Do a webinar.
Yep, a good ‘ole fashion webinar.
The catch? You need to center it around Q and A, NOT content.
Here’s the step-by-step version of this…
- 1) Come up with a compelling title/topic for a webinar that will attract YOUR audience. Make it something that will compel them to register and WANT to show up. Maybe revert to the long and hard way for a day so you can figure out a good title/topic. Don’t worry, you only have to ‘live’ there for a day ;0)
- 2) Use Leadpages, ClickFunnels, GoToWebinar or a combination of those to setup your webinar registration page and funnel. Make sure you set those up to remind your registrants to show up 2 days out, 1 day out and right before the webinar so they don’t forget. Its critical you get people to show up or else this won’t work.
- 3) Create a few slides with some high-quality content based on the title and topic of the webinar. You want the slides/content section to last about 20 minutes max so you can get to the Q and A.
- 4) Get some one to be on the webinar with you. They’ll need to write down the questions and the timing of the questions on the webinar. For example, “Johnny asked about how to find the best possible products to sell online at 00:36:17 into the webinar.” (that’s hours, minutes and seconds on the timing there in case you didn’t figure that out). This is huge as well. This needs to be someone that can focus, pay attention and not screw this up. Make them an organizer so they can see the questions. Total show stopper if this person fails!
- 5) Perform a test webinar where you and this person get on together. Make sure your slides work… Make sure they can see your slides on their end, your audio works, etc. Make sure they know where to see the questions in the Q and A section of GoToWebinar or whatever webinar software you use and they can see the timer (not sure what other software’s have in the way of a timer but I know GoToWebinar has a timer in the control panel). Perform this test no later than the morning of if you’re doing an evening webinar and no later than the day before if you’re doing a day time webinar.
- 6) You and your question notation person need to get on the webinar 15 minutes ahead of time and do sound checks and such again. IMPORTANT: Make sure you start recording it! Create alarms, reminders and every other way you can think of to remind you to record the webinar if you’re not using a platform that automatically records it.
- 7) Once the webinar starts, welcome people and be cordial even thought they typically can’t respond back. Say hi to people and mention their name specifically. People love the sound of their own name. NOTE: PLEASE start the webinar on time.
- 8) Intro yourself for people who may not know a whole lot about you. Don’t go more than 5 minutes on this. People want to know who you are, but they don’t want your whole life story. Just give them enough to lend yourself some credibility and to have your listeners get a feeling that you’re an expert and someone they should listen to.
- 9) Do your slides/content… Again, no more than 20 minutes please… We want to get to the Q and A.
- 10) Open up for Q and A… Do this however you want. Make them type in questions in the webinar control panel… Bring them on live… Whatever you want. Ping your question timing and notation person privately and make sure they are ready to start cataloging the questions and timings.
- 11) Don’t get off the webinar until you’ve answered ALL of the questions (grab some coffee, you might be awhile depending on how many people show up).
- 12) If you have an offer, that’s great… You can soft pitch it a little before and a few times during the Q and A, but don’t dwell on it, pitch hard or anything like that. This is not the time and place for it.
- 13) After the webinar, find someone on Fiverr.com to transcribe the webinar.
- 14) Guess what you have now? Audience created content! Yep, your audience TOLD you exactly what they wanted to know in their questions. And now you have their questions and answers right along side them that you can splinter off into multiple formats for content.
Splintering and Repurposing
Do you realize how huge this is?
I’ve done webinars like this where we literally splintered and repurposed the content from the Q and A section of a webinar for 6 months.
Even better, it was 6 months of User or ‘Audience’ generated content because it was THEIR questions that generated it.
So, it isn’t what YOU think they want… Its EXACTLY what they want, right here and right now.
You can splinter and repurpose the Q and A’s into:
- Multiple blog posts
- Video scripts and topics for you to do a separate video about
- Podcast topics
- Facebook posts
- Picture quotes for Instagram
- 10 second snaps for Snapchat
- Info graphics for Pinterest
- YouTube videos
- Other more topic and content based webinars
- Lead magnets for your sales funnel
The list literally goes on and on. You could come up with 101 ways to splinter and repurpose the Q and A section from this one webinar.
So, what do you think?
Better than the long and hard way?
Now, you might be saying, “Jeff, I don’t have an audience.”
Then build one… That’s for another post entirely but the best thing I can tell you to do is to just start interacting over social media, Tweeting, Facebooking, snapping on Snapchat, pinning on Pinterest, posting on LinkedIn, commenting on blog posts, etc.
Follow people on Facebook and Twitter that are in your niche both who have more experience as you and who have less experience as you.
People will start to take notice and follow you back.
So there you go… You should NEVER have a reason to be lazy about content EVER again.
Let me know in the comments how your webinars go and if you have any questions.
Thanks for reading!