10 Compelling Content Ideas Before You Finish Your Coffee
A secret (not so secret) recipe for a super brainstorm session!
This is my super secret (not so secret) recipe to brainstorm 10 compelling content ideas before that fresh brewed coffee turns cold!
I call this nifty trick the 3–2–1 method.
This strategy works best when it comes to a blog strategy on your website, but you can use it for social media too.
The 3–2–1 method uses 4 content pillars, or as I call them the 4 EASE pillars. This is a strategy I have developed after many years of working with small biz owners creating content.
You can check it out here. (Full disclaimer this links to a paid course).
These pillars help step your potential customers through the buyer’s journey and provide a framework for content creation that will have your ideal customers excited and engaged with your small biz!
And what do we know this leads to? That’s right, them buying from you! 💰
3–2–1 Let’s go!
Now I want you to take out paper and pen, or open a blank document.
Write down these headings:
- Pillar Content
- Educate
- Animate
- Sell
- Evangelist
See how the “EASE” comes into it? Educate, Animate, Sell, Evangelist!
Under each heading you are going to brainstorm ideas for content. The 3–2–1 method breaks it down into:
- Educate = 3 ideas
- Animate = 3 ideas
- Sell = 2 ideas
- Evangelist = 1 idea.
- Pillar content = 1 idea.
Pillar content
This is your hero piece, the main piece of content you want to lead your audience to.
The pillar content “sells” your product or service. It could be a webinar, a podcast, a sales page or even a long-form blog post.
Take the time here to consider WHERE your target audience hangs out and HOW they consume content. This will guide what format your pillar content should be.
Now jot down what your pillar content is under the heading.
Educate
This pillar is designed to tap into the beginning of your ideal customer (IC) journey.
This is where they have just found they have a problem and are starting to look around for information.
The aim here is to show that your small biz knows and understands this problem and to create content that builds trust and authority.
You want to create engaging and informative content that when someone reads it they have an “aha” moment. You know, “oh, I get it now, this is why I am experiencing XYZ”, or “I totally need this solution in my life”.
Examples for Educational content:
- Introductory posts
- Your biz story
- Tips and tricks
- Hacks
- Blog posts
- Advice
- Industry news
Jot down 3 ideas under the heading EDUCATE.
Animate
Inspire, entertain and excite your audience and motivate them to take action to solve their problem (i.e. to buy your product).
You can get a little salesy here, but do NOT put the main emphasis on selling. Animated posts are more about highlighting your amazing small biz, how you solve problems, what value you give your audience and how exciting your product is.
Examples of Animate content:
- Motivational/Inspirational quotes
- Blog posts
- Posts that show how your product works
- Behind the scenes
- Bloopers
- “How to” posts.
Jot down 3 ideas under the heading ANIMATE
Sell
Here is where you can be a sleazy salesman.
Just jokes! No one wants that.
You might be asking why only 2 posts under sell, when isn’t the main point to make money?
That is true. Of course we all want our small businesses to make money.
However, content marketing is a super power. When you do it properly you gain repeat customers, you build a brand, you show that you are a small biz who really knows their stuff and create an engaged and loyal following.
And that is the ultimate goal. That is what grows business and KEEPS you in business. You can’t do that without building an authentic and engaged audience. You will not gain that if all you post is content selling things.
Selling posts don’t have to be the traditional “ here’s my product, buy it” posts.
Think beyond this to create content that sells:
- Client Testimonials
- Free demos, consultations or bonus offers.
- Case studies
- Reviews
See how they sell your product without “selling” your product?
Make sure they point towards your pillar piece, and your compelling content strategy will do the rest!
Jot down 2 ideas under the heading SELL.
Evangelist
An evangelist is a life-long customer, someone who loves your brand and will tell everyone they know about it.
#smallbizgoals, am I right!?
Content aimed at evangelists should nurture your customers and have them coming back for more. You want them to feel seen and heard, that they are a person and not just a number to you.
Evangelist content can be:
- As simple as an Instagram story or a SM post shouting out your customer
- Announcing a free gift for a loyal customer
- Loyalty rewards program
- Discount offers
- Client interviews or tell their story
Jot down 1 idea under the heading EVANGELIST.
10 content ideas in under 1 hour
See how quick and easy the 3–2–1- method is?
- 1 pillar piece
- 3 Educate
- 3 Animate
- 2 Sell
- 1 Evangelist
Now I challenge you to time how long it takes you to jot down those ideas. I bet once you sit down and really put your mind to it, it is a lot quicker than one hour. Just long enough to enjoy that steaming hot cup of coffee! ☕
And the best part? You can rinse and repeat this strategy over and over again.
The trick is to now follow through on your brainstorming session and flesh out all those ideas.
So pop them into your editorial or content planner with DUE dates and get creating!
BONUS TIPS
- Don’t post all educational content, then all animate content, then sell content. Mix it up and keep it real!
- Don’t just post and leave (or the dump and run, as I call it). If someone out there takes the time to like, comment or share on any of your content, then make sure you ENGAGE!
- Get yourself a CALENDAR, or a project planner (I love Asana and spreadsheets). Creating a content strategy is so much easier when you can plan and see when your content is due.
Rachel Maree is a content specialist helping small biz owners master their content marketing strategies, content writing and more! You can learn more or hire her here.
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