What the heck do we do with all this content?
How do we use this content?
Now that we know who our Hero is, and we are writing all this good content, what do we do with it? The blog posts and offers will hit all the touchpoints on the Hero’s journey and provide offers to convert them from website visitors to leads. New content needs to be promoted, shared, published, repurposed, and reused! Every new piece of content is used on multiple platforms to reach your Hero where they are researching and spending time.
But that’s not all!
Website Content
The first step after the workshop is to take our mission storyboard and Write > Optimize > Publish > Repeat!
Every chapter contains several pieces of website content to be written and published on your website. Each of these will be optimized for maximum SEO benefit. Content is often in the form of blog posts, but may also be case studies, website pages, infographics, and more.
So what about the offers?
This is where it gets good. The offers we create for each chapter are designed to help the Hero on their Mission and to be enticing enough for prospective Heroes to give us their names and contact information. When we match the offer with the content from the chapters, we move the Hero along the path to becoming a customer. We do this by adding CTAs on the chapter content to drive them to the next step, which is downloading the offer.
Organic Social Media
The key to organic social media is to share content that is valuable to your audience. The most difficult part of organic social media is finding good, unique content to share. The Mission storyboard details your Hero’s needs, values, and potential friction points, giving us plenty of ideas for generating valuable organic social media content!
After every blog post or offer is published, we post about it on the social media platforms your customers use most.
We don’t just post once. We take the content, break it down into highlights, and create a schedule for sharing these highlights. Now you don’t just have blog posts, but a bank of great social content to share and engage with your audience on social media.
Social Media Ads
What do you do with engaging organic social media content? You push it out to your target audience!
Being successful on social media usually requires some investment. Identifying your Hero’s interests and traits makes it much easier to serve them the content they didn’t yet know they needed. Depending on your Hero, this can be on Facebook, LinkedIn, Twitter, Instagram, WhatsApp, Nextdoor, Snapchat, TikTok or any platform that promotes content. We choose the ones that are most relevant to your Hero.
Push them along! So, they’ve engaged with your posts or ads… Now what? Here is where the offers come in again! Use targeted ads to showcase your offers to the people who engage with your content. They told you they need you, now help them get to the next step.
Google Display Ads
Similar to pushing it out on social media, Google gives us a platform to share that valuable information all over the WWW. Using Google’s display ad network, you can get the message in your storyboard popping up on websites across the Internet in banner and native placements on websites your Hero is visiting.
And the offers? Show them where your prospects are! Yes, again, let’s get those people that engaged with your content and bring them back by showing them banner ads promoting the offers!
Google Search
Running Google search ads? Hero Mission content is a great way to supplement your search ads. By adding sitelinks to ad copy, we can give users more ways to see that you have the answers to their questions in their search results. We can also target keywords related to the content and friction that a potential customer may be searching for and drive them to your content where they will find your offer CTA and an opportunity to convert to an MQL.
Email Marketing
What about email? There are TWO ways to make email marketing and your storyboard work together!
In your email list is a segment of people who are dying to learn about what you just wrote. Find them and send them an email letting them know you just published this information that you know they want. And those that visit the site may convert on the offer you strategically placed a CTA for.
And if they engage and don’t convert? Send them an email and tell them they can get more info from the offer.
Nurture Workflows
The second email marketing application for the storyboard content is to nurture those converters into leads and customers! After someone converts on your offer, what’s the next step? Often, they still need a little nudging before they want to reach out and engage in a sales situation. So, we need to encourage them to take the journey with us. Nurture them until they convert!
A nurture workflow puts valuable content in your lead’s inbox over time, helping them with their Mission and keeping you top of mind. Use your storyboard content and offers in an automated workflow to nurture those leads and help them successfully complete their mission with you.
The Process
Using the new content, we provide valuable advice and information the Hero needs to be successful while at the same time presenting you as an authority and premier provider of the product or service they need. This creates a path from awareness to SQL that will help your Hero complete their Mission.