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Content PlanningBEAT WRITERS BLOCK NOW AND FOREVERhttps://inboundmarketingbliss.com/wceu
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Who am I To Teach
YOU
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WordPress StoryYvette’s
1999 - First HTML site (NotePad)
2006 – First WordPress site
2014 – First WordCamp & first time volunteer
2017 – First Contributor Day (WCEU)
2017 – 1st & 2nd talk: WordCamp Nijmegen & WordCamp Utrecht
2017 – First time WordCamp Organiser (Utrecht)
2018 – Leadership team #MakeWordPress Marketing
2018 – First WordCamp Workshop
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CredentialsYvette’s
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YOULet’s talk
about
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EXERCISE 1I WORK WITH…
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Why?Talk to someone new
Get to know your brainstorm partner for today
Have a basic version of your buyer persona
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I Work With
Who want to
I help them learn / create / achieve / get…
So that…
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EXAMPLEI WORK WITH…
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Yvette Sonneveld
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I work with business owners in the services industry
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Who want use inboundmarketing to attractbetter targeted leads and clients
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I help them get clear on who their ideal client is and help them buildcontent and campaignsthat build trust
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So that they get workwith more clients who• Appreciate them both
as a person and as a professional
• Pay fast and pay well• Send other qualified
leads their way
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I Work With
Who want to
I help them learn/ create / achieve / get…
So that…
3 Minutes
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Time To
Switch
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I Work With
Who want to
I help them learn/ create / achieve / get…
So that…
3 Minutes
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Today3 Commonly made mistakesyou better avoid
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Today3 Commonly made mistakesyou better avoidDiscover Pillars of Expertise
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Today3 Commonly made mistakesyou better avoidDiscover Pillars of Expertise
Play with Matrix Method
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So ThatYou’ll beat writers block
You’ll get comfortablesharing your message
You’ll be ready for next steps: SEO, audio, video, funnels&campaigns
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MISTAKES
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1. Not planning content at all
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1. Not planning content at all• Fail to plan > plan to fail
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1. Not planning content at all• Fail to plan > plan to fail• Always something more
urgent
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1. Not planning content at all• Fail to plan > plan to fail• Always something more
urgent• Recipe for writers block
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2. Not planning for ideal client
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People buy from people they
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People buy from people theyKnow
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People buy from people theyKnowLike
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People buy from people theyKnowLike& Trust
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For Service Based BusinessesCan (s)he relate towhere I am now?
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For Service Based BusinessesCan (s)he relate towhere I am now?
Is (s)he qualified tohelp get to my goal?
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For Service Based BusinessesCan (s)he relate towhere I am now?
Is (s)he qualified tohelp get to my goal?
Will it be fun to workwith this person?
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Your Ideal Client
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Your Ideal ClientHas all characteristics of your favorite clients
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Your Ideal Client
Has a need, and a deadine
Has all characteristics of your favorite clients
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Your Ideal Client
Has a need, and a deadine
Thrives on your mix of expertise and personality
Has all characteristics of your favorite clients
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Your Ideal Client
Has a need, and a deadine
Thrives on with your mix of expertise and personalityFollows a fairly predictablepath to purchase
Has all characteristics of your favorite clients
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3. Not planning for buyers journey
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3. Not planning for buyers journeyNo flow in content
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3. Not planning for buyers journey
No clear calls to action
No flow in content
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3. Not planning for buyers journey
No clear calls to action
No follow up campaigns
No flow in content
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Awareness
What do I need to know?
What are my options?
I have a need and a deadline
What if I do nothing?
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Consideration
How do those work?
What are the pros and cons?
I am aware of the types of solutions
How do I know what suits me best?
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Decision
I am aware of most service providers
How do I know which one is the best for me?
I have chosen a solution type
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Mini Quiz
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Your Unique Gifts To Mankind
PILLARS OF EXPERTISE
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Back To Your Ideal ClientYour goal: get them where theywant to beName 3-5 services you offer
That help them get there
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EXERCISE 2Pillars of expertise
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Pillars Of Expertise1
2
3
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Pillars Of Expertise: Yvette1. Strategy coaching / consultancy
2. Content Marketing
3. E-mail Marketing
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Pillars Of Expertise: Hosting1. Hosting (Shared / VPN etc)
2. Domains
3. Security
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Pillars Of Expertise: Agency1. Branding
2. Promo material
3. Content
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Pillars Of Expertise1
2
3
5 Minutes
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EXERCISE 3Content Matrix Method
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Content Matrix1. 3-5 columns:
pillars of expertise2. 3 row sections:
stages of awareness
3. 2-3 articles for each“matrix cell”
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Content MatrixPillar of Expertise 1
Pillar of Expertise 2
Pillar of Expertise 3
Awareness Stage Working Title• Bullet 1• Bullet 2• Bullet 3
ConsiderationStageDecision Stage
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Content MatrixPillar of Expertise 1
Awareness Stage
Working title• Bullet 1• Bullet 2• Bullet 3
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Let’s Get To WorkWork with your partner
Don’t think too hard
Raise your hand if you needhelp
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Woohoo You Did It!1. Take aways?
2. Questions?
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Stay In TouchInboundMarketingBliss.com
06-45653706
Twitter, Slack & WP: @YvetteSonneveld