By The WBR Team
The role of content is simple – to educate, entertain, and inspire. Any content that contains these three ingredients in adequate doses – whether it’s a book or a simple email – has the potential to foster a real human connection once it’s in front of your ideal clients.
As we’ve mentioned in a previous blog – How To Create Amazing Emotive Content Without Writing A Word – human connection has nothing to do with data and numbers. What truly matters is your ability to make people feel seen and heard.
So, how do you create phenomenal content that tugs at your audience’s heartstrings and makes them feel valued – or at the very least, seen? By using the result-driven roadmap we’ve crafted to help our clients create content that sells and makes an indelible mark on their audience.
It all begins with a process
We all have a story inside us. However, to be able to transform that chaotic mass of ideas into a masterpiece that will inspire your audience to take action, you need a clear-cut process. You could dive head-on into content creation – hoping to untangle the snarled web along the way – but this could lead to even more chaos.
Here’s an overview of our award-winning Content Creation Process™ condensed into five easy steps:
What do you do when you get struck by an idea so good that you need to share it with the world? For many business leaders, it’s tempting to dive straight into implementation and worry about the logistics later.
However, trying to create content without a solid plan is akin to exploring unknown territory without a compass – or sat-nav – to guide you. Sure, you may set out with high spirits but there’s a huge chance you’ll lose your sense of direction along the way.
You need to think about WHY you’re creating your content, WHO you’re creating it for, and HOW you intend to drive your message home.
Our Content Creation Process™ always begins with a comprehensive plan in order to provide our clients with clarity. However, beyond client clarity and direction, this system also enables us to produce a solid template that will guide the entire project and result in the highest quality content for them.
More importantly, having a plan helps you keep a tight lid on reactive changes that could derail your long-term goals. There may be slight changes to your plan as your business needs evolve, so allow yourself opportunities to check in and ensure that the plan still remains relevant to your brand.
Once you’ve laid out a solid plan, it’s time to get started. The production stage is perhaps one of the most crucial because it’s where your ideas are brought to life. It covers everything needed to get your content into an audience-ready format – writing, editing, proofreading, and design.
Sure, you already have a message in your head. But there’s more to producing a book – or any type of content – than telling a story or putting your message onto paper.
Producing quality content entails weaving a compelling narrative through different lenses and using your experience to lend credibility to what you’ve said. Unearth your message from within you and mould it into something priceless, powerful, and publishable.
For many of us, creating this magic is a tough ask, especially when there’s a to-do list staring at you from your table. But what if there was someone to guide you along this process and take the burden off your shoulders? This is where our Content Creation Process™ comes in.
At the production stage of your content’s lifecycle, our team does most of the heavy lifting, saving you time and offering you the freedom to pursue other interests. Whether we’re helping you create a book, blog, or podcast – or even all three – your involvement is limited to speaking your content and providing feedback when necessary.
This way, you get the best of both worlds – watching your content come to life from the driver’s seat without getting bogged down by the technicalities.
For more information on how to navigate the production stage, check out our guidebook: 5 Simple Steps to Write & Launch That Business Book.
So, you’ve created high-quality content. Congratulations! The next step is to get your book, podcast or blog off your computer and into the hands of an eager audience. However, publishing isn’t just about hitting the “post” or “create” button on Amazon or your website. It involves a series of strategic activities from the moment your final draft is ready, leading up to your launch day.
At this stage, you want to ensure that your blog post is formatted correctly and – if you’re launching a podcast – that the audio’s sound quality is top-notch. It’s also advisable to check that you’re using all the tools within your disposal to get your content in front of your audience. For instance, incorporating SEO tools into your publishing process will help your content rank higher on search engines, improving visibility and reach.
Publishing a book involves a slightly different approach. There are three routes to getting your book onto the market:
Traditional publishing: For many aspiring authors, this is the Holy Grail of publishing. With traditional representation, the publishing house takes care of all the associated costs. You’ll also be able to leverage the publisher’s vast distribution network – which will come in handy for promoting your book. On the flip side, finding a publisher is a time-consuming process – be prepared for multiple rejection letters.
Self-publishing: This route is an excellent alternative to traditional publishing houses. It offers you complete control over the process and is less time-consuming. On the flip side, you’ll bear the full cost of publishing (although with providers like Amazon this can be very affordable). Also, you need to be on top of quality control – a significant perk of traditional publishing is that they take care of this for you; when you self-publish it’s all on you.
Hybrid publishing: This model charges you an upfront fee for some immediate marketing costs while they handle your content’s mass distribution.
Our publishing service involves matching our clients to the best option for them – whether it’s traditional publishing, using a hybrid publisher or self-publishing.
After publishing, it’s tempting to sit back and let your content speak for itself. After all, since you’re pitching unique, meaningful content, it should be easy to sell, right? Unfortunately, it doesn’t always work this way. With the average user’s attention span being eight seconds, you’re one “inconsistent promotion” away from a launch flop.
You have to till the soil for your launch day, planting seeds that will eventually blossom into sales. Beyond that, you need to consistently engage with your audience after the launch, reminding them that you’ve created something impactful for them and WHY they need to grab it with both hands.
Our promotion phase is divided into three core parts: pre-launch, go-live day, and post-launch. Each of these are separate and important periods of hype around your newly-launched content.
The pre-launch promotion begins a few weeks ahead of your go-live day – we typically recommend eight to 12 weeks – and sets the tone for your launch. At this point, you want to build the hype and anticipation for your content by telling your audience that you have something amazing in store for them.
However, whilst you should provide enough information and material to spark their interest, you don’t want to overdo it by spamming them. To get into the Goldilocks Zone and strike the right balance, we recommend aiming for two weekly social media posts in the days leading up to your launch.
On go-live day, you want to let your audience know that the countdown is over and your long-awaited content is available for purchase, reading or download. Once again, you want to strike a balance here between consistency and spamming.
The post-launch promotion – an oft-overlooked phase – is your chance to find and woo the one lost sheep. At this point, you’ve found the 99 – the customers who have already subscribed or purchased your content. The lost sheep could be a potential client who either missed out on your pre-launch content or still isn’t sure WHY they need your content. This is your last chance to tell them about your big idea and why they need to buy into it.
Typically, the post-launch phase also involves aiming for the coveted number one spot across book or podcast charts – depending on the type of content you’ve just released.
There are several quick wins to be had around this period and you could be leaving money on the table when you ignore it!
There comes an uncomfortable period after every massive launch when the hype begins to die down and sales, views or downloads begin to decline – thanks to the Amazon “cliff drop” effect in terms of books. From what we’ve seen, book sales are often highest at the launch and can dwindle when they become backlist titles.
So, what do you do? Do you move on like it never happened? Or do you put a unique spin on your content to make it evergreen?
The final stage in our Content Creation Process™ – propel – is designed to help our clients capitalise on their investment, ensuring that their content keeps working for them months after its launch.
There is a hidden opportunity lying beneath every piece of published content, waiting for you to discover it. Think about how you can engage with your audience on a deeper level by leveraging what you already have in your arsenal.
WBR blends three worlds together – business coaching, marketing, and publishing – to propel your content and produce phenomenal results. We align our clients’ goals with their existing toolkit and provide relevant recommendations to scale up their audience engagement – whether it’s by launching a blog off their podcast or vice-versa.
The secret ingredient
Writing a bestselling book, blog, or podcast goes beyond telling the story that’s inside you. It means connecting with your audience on the deepest levels imaginable. It means cutting through the chaos and having a streamlined process that transforms all of that chaos into unique content that sells.
With our handy roadmap, you can launch high-quality, on-brand content that impacts and converts without getting entangled in the technicalities of content creation.
Ready to plan your route to publishing success? Why not book a clarity call to find out more about our Content Creation Process™ ?
Edited by Sogi Chukwuanu, Content Copywriter.