How to Build the Right Content Strategy For Your Book Funnel
Now that you have your book funnel all set, you must drive traffic to it. There are many ways to do that, but in this article, we will specifically discuss creating the right content strategy that will get you the right audience to your book funnel.
If you wish to check out the overarching methods of driving traffic, check out Ways to Drive Traffic to your Book Funnel.
So you know that you must create content and publish it for people to know about your book. But what is the correct strategy here? How do you craft your content so that you attract the right people and not just anyone? Below are a few questions you should ask before creating content. This way, you’ll know whether it will attract good leads or unqualified leads.
Question 1: Who are you trying to attract?
You’re trying to attract an audience who falls under your potential clients. That is who you wrote the book for. That is who you want in your funnel. So the things you must do to create relevant content for this target audience are to talk about your book’s problem.
When you create content that revolves around your TG’s pain point, they will notice. They will be able to relate and be willing to lend you their ears. That is how you get their attention. By putting out the right content.
A great way to discover and talk like your ideal customer is to relate to them better by researching online forums like Reddit and Quora. Here, you will find public questions and answers that will help you identify content ideas.
Be where your customers are to get their attention. Put out relevant content to build trust and then take them where you want to go – Your book funnel.
Question 2: What is the best way to reach this target market?
It is subjective. It will slightly defer depending on your industry. But the most common and prominent place is digitally through social media platforms and search engines.
The rule of thumb is – ‘Be where your customers are and then take them where you want them to go.’ And this rule does not just mean in the digital world. We are also referring to their mental state. So your content must relate to them in a way that helps them perceive a commonality between you and them.
It creates enough tension for you to have their attention and then help them mentally imagine how much better their life would be without their current problem. And this is precisely the doorway you use to lead them towards your book funnel.
Content Tactics to Get More Visibility
Here are some actionable insights we’ve gained over the years to help you succeed in the content game:
1. Experiment with different content formats. Each individual is different. Everyone has a different liking and taste towards what they consume online. Some people prefer to read, and some prefer to watch videos, while others prefer to only listen to audio. You must experiment and see what works for your audience and go ahead in that direction.
2. Collaborate with others. You will find many people similar to what you’re doing, creating content in the same niche as yours. Rather than always trying to compete, sometimes, it is good to collaborate with people and cross-promote each other. A great way of digital collaboration today is to live stream a conversation between you and the person. It helps create awareness about you to their audience and vice versa.
3. Engage and Interact with other people’s content. We often forget that communication is a two-way street. If you want people to pay attention to what you bring to the world, you must also pay attention. Liking, commenting, and sharing other people’s posts is a significant part of content strategy that many people forget. Your actions towards other people’s profiles are visible to their network, which acts as an awareness of your identity.
4. Consistency. The single biggest reason why many people fail at content marketing is that they’re not consistent enough. At first, the efforts might seem too costly for the minuscule results. But what you must remember is that content marketing is like an investment. Putting out content consistently is like investing every month. You might not see very significant results in the beginning, but the effect compounds over time.
5. Content Buckets. Create content buckets of the types of content you create. Some examples include educational/informational content, interactive content, inspirational content, and so on. The reason you should do this is to show how versatile you are in your communication. It also helps you connect with different people more easily. Some people may trust you more because of the information you put out, while others may listen to you because of how you can inspire them. A good practice is to have a balance between these content buckets.
6. Create a content calendar. It feels like a no-brainer, but you’d be surprised to know the number of people who ignore planning their content and just tend to wing it. Having a schedule, a fixed routine for creating and distributing content will build the habit of consistency. Soon it’ll become second nature to you.
7. Content according to buyer personas. There is a good chance that your book and business are helpful to different people for different reasons. Your content should be such that it can communicate these value propositions. Create additional content pieces that are contextual to your target personas. It broadens your scope. By being specific, you expand your scope to influence the right people.
TAKEAWAY: Content marketing is difficult and takes time. You need to be patient. But it will be worth it. If we had to give two of the most critical tactics from the article above, it would:
- Be consistent
If you do even just these two things, you will start seeing results.