EPISODE 1: CONTENT MINDSET

Let’s look at your current content, where does your content fit, is it mostly

Primary or Secondary or a mix? (Please Circle)

Are you a Content Rich or Content Poor Business? (Please Circle)

If Content Poor, what else can you talk about that will attract your target

market? (Problem Maps ®, and working on your Avatar will help but write down

some initial thoughts here)

● _____________________________________________________________________________________

● _____________________________________________________________________________________

● _____________________________________________________________________________________

● _____________________________________________________________________________________

● _____________________________________________________________________________________

If Content Rich, how are you going to deliver your content in a unique way?

(Content Stamp section will help, but write down some initial thoughts here)

Complete your own Problem Map® to get ideas for your Primary Rich Content

PROBLEM MAPS ®

HEADLINE PROBLEM 1

HEADLINE PROBLEM 2

HEADLINE PROBLEM 3

HEADLINE PROBLEM 4

HEADLINE PROBLEM

RESULTING PROBLEM ‘A’

RESULTING PROBLEM ‘B’

RESULTING PROBLEM ‘C’

(here’s an example)

Create your Content MIssion Statement:

I’M GOING TO CREATE CONTENT FOR ________________________________________________

SO THAT THEY CAN _____________________________________________________________________

EPISODE 2: CONTENT BRANDING

BRAND VALUES (We need to end up with 3 Core Overarching Values)

First, write out all the ways you want to be perceived (Try to list about 30

values. You might want to get someone to help you. Questions to ask yourself:

What would people say about you when you’re not in the room, what are your

strengths, what makes you different, what makes you better, why would someone

choose you over the competition, in what ways are you different from any

stereotype, what values do you hold of the utmost importance, why do you do what

you do?)

1. _________________

2. _________________

3. _________________

4. _________________

5. _________________

6. _________________

7. _________________

8. _________________

9. _________________

10. ________________

11. ________________

12. ________________

13. ________________

14. ________________

15. ________________

16. ________________

17. ________________

18. ________________

19. ________________

20. ________________

21. ________________

22. _________________

23. ________________

24. _________________

25. ________________

26. ________________

27. ________________

28. ________________

29. ________________

30. _________________

Now cross out any Industry Specific Baseline Values (Those that are the norm in

your industry)

Group remaining to decide on your 3 Stand Out Headline Values

Brand Value 1. _____________________________

Brand Value 2. _____________________________

Brand Value 3. _____________________________

MISSION

(Nobody can get behind you if you’re just in it for the money, what’s your passion,

why do you do what you do, what’s your purpose, why do you want to help the

people you want to help?)

Create your Content MIssion Statement with your Mission Statement:

I’M GOING TO CREATE CONTENT FOR ________________________________________________

SO THAT THEY CAN _____________________________________________________________________

____________________________________________________________________________________________

BECAUSE _________________________________________________________________________________

_____________________________________________________________________________________

CUSTOMER AVATAR

Avatar Name:

DEMOGRAPHICS

Age:

Gender:

Marital Status:

Children:

Location:

Occupation:

Job Title:

Annual Income:

Level of Education:

PERSONAL

Goals and Ambitions:

Values:

Challenges they Face:

Pain Points:

Objections to Purchasing:

Are they the Decision Maker:

WHERE DO THEY HANGOUT

Blogs/Websites:

Conferences/Events:

Influencers they Follow:

Books they Read:

Other:

(All of these are going to help you pinpoint your customers when targeting your ads

or creating your content, it will help lure them in because you know their pain

points, and you can make sure you’re offering them what they want.)

Can you write your Avatar’s story? Write down what their day looks like

including the problems and worries they face

What does your Avatar's story look like AFTER you have helped them? Write

that down, note down everything that has changed: (You can use this in your

sales copy to show people the after effects of working with you and what that will

feel like and impact upon them)

YOUR ARCH ENEMY

What are your opposite values?

Who/what is your arch enemy and why?

What do you vow never to do like your arch enemy would do?

YOUR LINGO

Voice Characteristics Chart:

CHARACTERISTIC HOW TO GET THIS ACROSS WHAT TO AVOID

E.g. Informal

E.g. Quirky

E.g. Funny

Branded Words (Make a list of all the industry words you may use and come up

with your own phrases for them)

1. _________________________ could be _________________________

2. _________________________ could be _________________________

3. _________________________ could be _________________________

4. _________________________ could be _________________________

5. _________________________ could be _________________________

E.g. _________ Broccoli __________ could be ______ Midget Trees _______

E.g. ____________ Straw _________ could be _______ Drink Saber _______

E.g. _ No comments on a blog _ could be _____ Content Crickets ____

CONTENT STAMP

Fill out the Content Stamp Discovery Table to give yourself a framework for

creative brainstorming (Fill out each section one at a time and then use each of

the points of different columns as pivots for brainstorming new ideas. The end

result should be the final column full of fresh ideas whereby your content stands

out in your industry - then we’ll nail that down to one solid idea! Remember this is

for your Primary Rich Content so it must end up as some form of blog, audio, video,

live video, or large scale graphic i.e. infographic or slideshows)

BRAND

+ ASPIRATIONAL MESSAGE

+ SHAREABILITY + DELIVERY

= CONTENT STAMP IDEAS

3 Brand Values Mission Customer Avatar Arch Enemy Lingo

(What does your product / service allow people to do/become? Can your content do that too?)

Social Currency Triggers Emotion Public Practical Value Stories

(What platform and medium will your content be delivered. What’s best for your Avatar, not what’s easiest for you.)

(Write down potential stamp ideas here. )

Narrow down your Content Stamp Ideas to just one idea (remember more

than one makes things harder to focus/spread) and add it to your final

Content Stamp Statement:

I’M GOING TO CREATE CONTENT FOR ________________________________________________

SO THAT THEY CAN _____________________________________________________________________

____________________________________________________________________________________________

BECAUSE _________________________________________________________________________________

_____________________________________________________________________________________

TO DO THIS MY CONTENT WILL BE ___________________________________________________

____________________________________________________________________________________________

Well done on getting this far!! If you have followed this properly you have now given

yourself the potential to leap frog your competition because your content is going to be

amazing and will steal all the customers :D

Now go test your new found idea! (Try to produce your first bit of content like

this. Find out the logistics of how you’re going to do it, and what people’s reaction

to it is. More than likely, it won’t hit the mark the first time, but remember it’s all

about constant improvement!)

CONTENT CREATION

What are you going to choose: Written Word, Video, Live Video, Visual, Audio?

(Please Circle)

Where is the content going to be hosted? (Website, social platform, elsewhere?)

Who is leading the way when it comes to your type of content?

Depending on your chosen content medium, what are your standards?

What are your skills/knowledge gaps for creating your Content Stamp?

(Editing? Tools? Equipment? Technology? Whatever it is, write it down and then

search ATOMIC for relevant sessions on this, or ask on a Q&A session, or ask in the

ATOMIC Members Facebook Group)

What are your Content MVPs (Minimum Viable Product)?

What are your Content Power-Ups?

What are you going to measure to see if this is working for you? (It should be

reaction!)

When are you going to book a full day out of your diary to experiment with

content? (Book this in the diary now and don’t rearrange!)

CONTENT ORGANISATION

CREATE A PUBLISHING SCHEDULE

My Primary Rich Content is __________________________

I Will Post This Every __________________________ (this should be consistent!

I Will Repurpose This By __________________________

Plan a typical day/week/fortnight/month of your Publishing Schedule Goals

E.g.

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

Make our weekly video live on our blog.

Email out our Weekly Vlog

Facebook Live talking about the same subject as the blog from a different perspective

Post the Vlog on a blog via LinkedIn Publisher

Post short teaser clips of the Vlog on Instagram with a link back to the YouTube Channel/Website

Your turn!

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

(Feel free to draw this out daily/fortnightly/monthly depending on your Publishing

Schedule)

CREATE A CONTENT TASK SHEET

Look at what you need to publish and break it down into simple small tasks.

E.g. if you had to create a video, this is what your tasks might look like this:

TASK

TIME (mins)

Keyword research for video title Information gathering/quote getting/fact finding Script video Record video Edit video Create thumbnail Upload video to YouTube Use Rev.com to add subtitles Save video on external hard drive Tag research and filling in the YouTube description Create a blog on website with video embedded Writing an email to go out to promote it Repurposing tasks: Edit together teaser clips and download Choosing three quotes and creating graphics on Canva.com Adding posts to your social media post scheduler Write a draft in LinkedIn Publisher including the new video Post LinkedIn draft on the right day.

20 30 40 40 120 10 10 10 5 25 20 35 25 20 15 5 5

TOTAL: 435 (7hrs 15mins)

Now it’s your turn! Fill in the tasks you will need to complete to achieve your

publishing goals (feel free to do this on a separate spreadsheet)

TASK

TIME (mins)

TOTAL:

Remember at this point, other than email and sharing to different networks,

we still need to add in our promotional tasks, once added the total time count

may become overwhelming. To save time take a look now at your content

tasks and divide them up into one of these four areas:

DO MYSELF (THE NECESSITIES)

DITCH (THE DESIRABLES)

OUTSOURCE

AUTOMATE

What’s essential for you to do and doesn’t make sense delegating?

What’s the ‘nice to do’ if you have time?

What can you outsource to save you a ton of time?

What can you put on automate with the right tools?

CREATE A PRODUCTION SCHEDULE

Now you know what you’re doing, and how long it’s going to take you, it’s time to

get it in the diary!

Are you doing this weekly (monthly/fortnightly), or ‘batching’ the majority?

(Please Circle)

When will be your designated day/time slot to get this done every

week/fortnight/month? Find a good time when you are most productive and

schedule time in the diary now every week/fortnight/month. Put this in your

diary now! (Otherwise you won’t be consistent. We can’t stress the importance of

this enough. For us, we spent every Tuesday creating awesome content and

scheduling it to post out and from that we get to reach thousands of people on a

consistent basis, build our brand equity continuously, and have people become

fans and buy from us without us ever having to do any more work. If you want this

too then you need to make time for it. So, when is your day?)

My time slot is ______________________ every _________________________

*You may want to download the Content Organiser on ATOMIC to do all of this online.

CONTENT PROMOTION

SEARCH

If search is going to be your main strategy, we’d recommend watching these two

masterclasses on ATOMIC:

My Domain Authority is: (Open Site Explorer by Moz will tell you this:

https://moz.com/researchtools/ose/)

Potential Keywords I’d like to rank for with future blogs/videos:

After running these keywords through Google Adwords Keyword Planner,

Keywordtool.io, and Google’s/YouTube own predictive search bar, 10 potential

Long Tail Keyword articles I could rank for are:

1. _________________________________

2. _________________________________

3. _________________________________

4. _________________________________

5. _________________________________

6. _________________________________

7. _________________________________

8. _________________________________

9. _________________________________

10._________________________________

I could create a content hub to better improve my chances of ranking around

the topic:

5 Potential collaborators to do guests blogs with for extra backlinks:

1. _________________________________

2. _________________________________

3. _________________________________

4. _________________________________

5. _________________________________

SOCIAL

Are you producing your Primary Rich Content specifically for a Social Media

Network or just for your own website? (Please Circle)

Which Social Network will you be focusing your efforts on? (Keep in mind

Avatar and Delivery)

How and which Social Media Platforms will you be repurposing your content?

What’s your plan for proactively engaging and building relationships on

Social?

EMAIL

If you send out 1 sales email to every 4 emails sending value through your Primary

Rich Content, then the more regular the emails, the more sales opportunities you

will have.

How often are you going to email out your content?

Can you name your email newsletters and turn it into a package i.e. ATOMIC

Lite:

Watch these session for more on Email Marketing and growing your email list:

POWER-UPS

PAID

Where are your top competitors paying for advertising?

How much budget are you going to spend each month on promoting your

Primary Rich Content vs. ads to sell?

How are you going to notice and follow up on anyone who raises their hand?

COLLABORATION

Make a list of potential collaborators

SHAREABILITY

Run your Content through the following again… why are people going to

share it?

Social Currency:

Triggers:

Emotion:

Public:

Practical Value:

Stories:

Break down your promotional tasks from above and add to your:

Publishing Schedule

Content Task Sheet

Production Schedule

Content Promotion is a daily/weekly thing - not a one of task here and there!! You need

to make time for it every week and don’t miss it ever.

CONTENT LEAD GENERATION

Circle all the ways you could Gate Content

WEBINARS, PRICE GUIDES, EBOOKS, REPORTS, BUYING GUIDES, QUOTES, FIRST LOOK AT NEW PRODUCT,

GET ON WAITING LIST, COMPETITIONS, DEMOS, BOOK A CONSULTATION

If none of the above apply, how are you going to be gating your Secondary

Converstion Content?

Decide on some content you could produce for each of these four different

types of Gated Content

OPT-IN

DIRECT

EMAIL TAG

RETARGETING

(Giving you an email in exchange for content)

(Contacting you via a contact form or email or through social media in return for some information / chat)

(Clicking a qualifying link in one of your emails)

(Retargeting Ads to people that have either visited a qualifying page on your website or watched certain videos for a certain amount of time or taken action on your page.)

Decide on the next/first thing you are going to ‘Gate’ and write it here

What’s the quickest/easiest way to get this done? Could you repurpose

content you already have?

How are you going to follow up/how does this move them from potential

customer to an actual customer?

Map out your Content Marketing AIDA

AWARENESS

INTEREST

DESIRE

ACTION

OBJECTIVE:

What is your first simple funnel going to look like (using AIDA)

What analytics are you going to measuring at the beginning? Have you

installed Google Analytics?

CONGRATS, YOU ROCKED IT!

You’re a Content Maverick, but this is just the start of your journey. Hopefully you

feel super pumped and ready to rock it… now you have to action it. Use the weekly

ATOMIC sessions to keep inspired, and learn in more depth specific areas.

Keep us posted in the group how you are getting on, and thanks so much for being

a part of this Content Revolution. Go smash it.

Fist bumps and high fives,

Andrew and Pete!