Nicole  00:03

Have you ever looked in the mirror and wanted something more, more in business, home life, relationship life, say word if you agree, word. In 2019, I created a business for coaches to market in this wacky way virtual events, all with this seven-to-seven job. I’m a full-time nurse by the way. And like you there were just not enough hours in the day, my partner was feeling alone. And generally, this wasn’t fun anymore. But then I realized I needed to build myself back up mind, body, soul, and even my business. So I created a show that does just that interviewing all types of coaches, life wellness, fertility, career, financial wealth and business. Join me on my journey with some of the best coaches who want to empower other coaches to live their best lives and build businesses that fulfill them. My name is Nicole Beatty, and this is Fempreneur Coach Connection.

00:58

Thanks so much, Nicole for having me on the show like Nicole shared I’m Jocelyn Montemarano and I empower expert-based business owners to leverage video or podcast content to create the authority, connection, and visibility, they need to convert their audience with ease, and to support their next level of business growth through my content strategy VIP day. And I am so excited to be with you here on this show. 

Now, I’m going to jump right in because I have a lot to cover with you in these 10 minutes to make you feel super confident and how to create content that will convert with ease. So let’s start with where many entrepreneurs go wrong with content marketing. And that’s not distinguishing their free content from their paid content or paid expertise. And what I want you to understand is that the purpose of your content that you use for marketing is to provide your online community with the information they need to make an informed and aligned decision to purchase or in some cases not purchase, what you have to offer, not just share a bunch of information or how to content which is actually what slows or even completely stops prospects from ever buying your paid content or expertise, on the other hand is where you’re actually providing the How to the step by step teaching or service that gives them that transformation. So there’s a big difference between what those two types of content look like. And making that distinction allows you to create your content marketing, from the perspective of ‘what does my audience need to know, understand or believe in order to feel confident and empowered to purchase from me and my business’, rather than thinking that you’re creating content from the perspective of sharing information or sharing the content that other people pay for, which isn’t going to give you the results that you’re looking for. So I’m going to bring you through the five types of content that you can create on any channel in any format that will help give your audience what they need to feel confidence to purchase from you. So let’s start with number one, which is Pain Point Content. And this is content that helps your prospects identify that they have a problem and that you understand not only what that problem is and why it’s happening, but that you also have a solution to that problem that’s going to pull prospects in right at the beginning of the journey where they’re starting to feel that pain point and beginning to search for a solution or keep their eye out for a solution. So, an example of this is a prospect for a website designer might be saying to themselves, Oh my gosh, I have so much traffic coming to my blog, but I’m not getting enough leads. Now a web designer might know that this is because that Blogger site isn’t optimized for lead generation, but the blogger might not have that awareness yet. So the web designer can create a piece of content, like the real reasons why your website traffic isn’t converting, which will pull people in who are experiencing that problem. And then also give them the awareness, they need to realize what’s causing that problem. And then that perfectly positions that designer as the solution. So when you’re making this content, ask yourself, What symptoms or challenges are your prospects experiencing? And why are they experiencing it, that’ll help pull them into your content in the moment that they need it most. 

The second type of content to create is Framework Content. And this is content that highlights your unique approach and perspective to the result that you provide your customers with. It’s also what differentiates you from other alternative options out there, showing your ideal buyers why your business is the best fit for them and at the same time, also repelling people who aren’t a good fit and that’s a key consideration. You really want to make it super clear in your framework. intent on who this is the best fit for and who it’s not a good fit for. And the purpose is to really have this content, make it so that your ideal customers are buying into not only what you do, but specifically how you do it so that they’re confident it’s the right approach for their business or their life. So an example of this is I have a piece of my framework that’s all about sustainable content systems that makes it possible for my clients to batch three months of content. In as little as three days, I created a piece of my own content, highlighting my unique approach to batching. And talking about what makes it possible and what informed my decision to create a batching system where it’s three months at a time, so that those people who know that they want to create content, and they want to show up. But they also don’t want to be doing that every week, or every month, they know I’m a really good fit for them, as opposed to somebody else who maybe offer something really similar to me, but they don’t have such a focus on sustainability. Or they prefer that you batch on a monthly basis. So a prompt you can ask yourself is what’s one thing you do differently than everyone in your niche that makes you a better fit for your dream customers. The third type of content to create is Beliefs Content. So, every prospect is going to have some old beliefs, hesitations, and mistakes that they’re making that are preventing them from getting the results that they want, and from purchasing from you. So this type of content unblocks that as much as possible and gives them the new beliefs that they need to move in the right direction for them. So this type of content should be giving them kind of that insight and that self-awareness to understand why something either a mindset or a specific mistake isn’t working for them, and showcasing why something else will work for them. So, an example of this is one of my clients is a mindful eating dietitian. And a lot of prospects are very nervous to work with her because they have failed at diets in the past and more specifically failed on calorie counting, and any type of diet where they kind of had to monitor and track everything they eat. And they felt it was their fault. So we created a piece of content. That was why calorie counting doesn’t work and what to do instead, which really gave them that awareness and reassurance that it had nothing to do with them and everything to do with calorie counting, not being practical and sustainable for everyday life where you don’t have calories on, you know, your restaurant meals or the birthday cake you’re sharing at a friend’s birthday party. And then it positioned it perfectly to showcase why her more mindful eating approach was a better alternative and why it was more practical for daily life. And that moved so many prospects out of that kind of hesitation zone and into being a customer. So ask yourself what mistakes they’re making, or what beliefs that they have that are holding them back from getting what they want. And then what’s the consequence of that.

08:15

The fourth type of content to create to convert is Transformation Content. And this is where you need to help your customers see to believe because your customer really needs to make sure before they buy from you that their solution will work for them. And seeing those transformations of other people like them is key on that journey for them to be able to see it to believe it. So this content not only allows you to help them realize that but it also lets your content, your customers do the selling for you, which is really great. So an example of this, you know, would be a case study like for our relationship therapists where they either with the clients permission and name and everything or anonymously share, you know, a piece of content, like how one couple went from ready to break up to feeling like they’re in the honeymoon phase again. So ask yourself, What’s your most inspiring customer success story, you can co create this with your customer or share the story yourself just keeping it anonymous if you haven’t asked for permission. 

And the last of a content create is Promotion Content. Your prospect needs clarity on what they can expect when purchasing from you and what that customer experience is going to be like. So having content that showcases your customer experience is really important for helping them kind of visualize themselves being part of that. And it works really well because sometimes you just need to be direct and you can’t assume that your prospects know about your offer, especially if you use evergreen marketing. So an example here might be you know, a midwife, they might create a piece of content that’s titled, what the birth experience looks like with a midwife by your side and they might host to three clients for a conversation to talk about their service and get the clients perspectives on what they liked and how they felt throughout it. What’s also really popular in the business coaching realm is using audio clips or video clips from group coaching calls where you’re answering questions and showing the type of coaching that they’ll receive inside of your paid program. So ask yourself, what can you do to take the audience behind the scenes of your offer to showcase the features and the benefits. So in order for this to work for you, you need to get content like this live. So my challenge for you is to pick one of these five content types that you haven’t used before, or you don’t use that often and choose a day within the next three days. Either go live, record a video, send an email, or create a carousel post that you can create and share as easily as possible so you can get this content out into the world. My goal is to make it so that you feel 100% confident in knowing exactly what content you need to be creating and why’s that you can effectively stand out and communicate your value with prospects and move them to purchase and I hope this mini episode is supporting you with that. So if you’re an expert-based business owner, sign up for my exclusive emails where I share my best secret strategies and perspectives on leveraging video and podcast content to create the 40 connection and visibility you need to generate sales, build profitable relationships and book more opportunities to grow your business and impact. I’m so grateful that you tuned into my minisode and if you would like to connect further you can come say hi over at Instagram my handle is at connect through content. I would absolutely love to hear from you and answer any questions you may have.

Nicole  11:50

Do you love repurposing your content a trick question because most of the time people say no, they don’t have the time the energy or they just don’t know how to repurpose their content the best way? What if I told you that I have a system where we can take one day and repurpose several pieces of your pillar content and create over 130 assets for you to use now and in the future? Well go to fempreneuronline.com To learn more. Just schedule a consultation with me.