content into cash: how to leverage content to attract clients, streamline workflow, and increase...
Post on 14-Sep-2014
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Discover strategies to quickly create content that positions you as an expert and attracts new clients and customers and to re-purpose the same content for maximum leverage, visibility, and conversion. Plus, learn how to apply the same content strategies to the back end of your business to automate and streamline workflow so you can increase profits.TRANSCRIPT
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Content to Cash With Jennifer Bourn
How to leverage content to attract clients, streamline workflow, and increase profits.
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
It Seems Like Everyone is Talking
About Content
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Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Is Content Really King?
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Interpretation of strategy is wrong
Chatter is True, But…
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Believing You Must Always Create Something New
The Problem
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Do More With What You Have
Stop creating new content. Start repurposing, reusing, and recycling.
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Strategies for Busy Business Owners
(Not Copywriters)
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
No one can hire you, buy from you, or learn from you if they don’t
know you exist.
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Not sure what to say or write
Problems With Blogging
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Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Write about what your prospects are looking for
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Who am I to write about that?
Problems With Blogging
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Your perspective & opinion is valuable
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
They already wrote about that
Problems With Blogging
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Your audience doesn’t know who THEY are
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
I’m not confident in my writing
Problems With Blogging
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
The more you do it, the better you’ll get
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
STEP 1:
! Gather a really big list of sample headlines
Headlines Exercise
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Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
STEP 2:
! Quickly scan list
! Find a headline you like
Headlines Exercise
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
STEP 3:
! Write as many headline ideas as you can
Headlines Exercise
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Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
STEP 4:
! Note key ideas and topics
! If a number, list each number
Headlines Exercise
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Do it fast, without self-editing
! Skip a headline that doesn’t give you an idea
! Set a timer. Challenge = 52 headlines
! Include a call to action
Headlines Exercise
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Publish new post per week for a whole year
! 52 new opportunities to be indexed by search engines
! 52 new opportunities to be found online
52 Headlines
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Download 200+ Fill In The Blank
Headline Formulas
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! Write one core article
! Do your home work and put in the effort
! Must be awesome
! Edit for specificity
Turn One Headline into 30+
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Are You Struggling With How to Make More Sales Online
! How to Make More Sales Online In Six Easy Steps
! What Every Business Owner Needs to Know About How to Make More Sales Online
! 3 Easy Ways You Can Learn How to Make More Sales Online
! New Rules About How to Make More Sales Online
! How Artists Can Make More Sales Online In Five Easy Steps
How to Make More Sales Online
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Get All 30 Sample Headlines
to Model
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! Easier to edit than create new
! Custom tailor content to a niche
! Provide greater value
The Idea Behind Repurposing
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
You should be doing video. Yes! What can I create!
You should be doing teleseminars. Yes! What can I create!
You should be writing ebooks. Yes! What can I create!
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Change The Question
Stop asking “What can I create?”
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Instead Ask…
What can I reuse and repurpose?
What can I expand on?
How can I turn my content into valuable tools and resources?
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Different People Learn In Different Ways
Repurpose Content in
Different Formats
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Example: Blog Posts to Ebook
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Example: Blog Posts to Home Study
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Take it Even Further
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But I hate writing!
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Using your own words
! Faster and easier to speak thoughts
! Eliminate self editing
! Delegate and get help
Start With Audio
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Switching It Up Using Content After The Sale
How to use content to improve your services and increase your profitability
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Cut project management time in half
! Speed up project timelines
! Leverage automation
! Better value and focus
Content Strategies, Repurposed
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Streamline workflow
! Create clear phases
! Map out exactly what happens in each phase
Systematize The Process
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Our process has three phases:
! Planning: Client onboarding and strategy
! Creation: Design and development
! Marketing: I have a site, now what?
WordPress Site Process
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Look at each phase and identify:
! Repetitive needs
! Repetitive tasks
! Repetitive education
Assess Automation Potential
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Create content to address repetitive items
Leverage automation tools to streamline
workflow and communication
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Email follow up sequence triggered upon payment
! Focus is to reinforce that hiring us is a great decision
! Educate and prepare clients so they get the most our of our relationship
! Help them get really clear on goals
Planning Phase
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Email follow up sequence triggered upon design approval
! Focus is keeping clients engaged
! Get what we need with less back and forth
! Avoid “I feel out of the loop!”
Creation Phase
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Email follow up sequence triggered upon contract fulfillment
! Focus is, “I’ve got a website, now what?”
! Clients receive resources and value for 60+ days
! Reinforce feelings of happiness over decision, increase referrals
Marketing Phase
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
The Big Secret? None of The Content Was New
All of the content was in some way or another used previously for something else
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
It doesn’t matter if:
! The content was used before
! The content is all on your blog publicly
The VALUE & POWER is in gathering, organizing, and making it easy to understand … in taking out the WORK.
Power of “EASY”
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
! Demonstrate expertise
! Share perspective
! Get prospects to self-select
! Know, Like, Trust, Convert
It’s All About Positioning
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn
Questions? Go Ahead, Ask Me
@jenniferbourn @bourncreative +BournCreative facebook.com/bourncreative www.bourncreative.com