By Katrina Aronson
Okay Truthbomb the world needs to hear: We tend to WAY overcomplicate marketing. In its simplest form, marketing is just about connecting with people. Period. So, now what if you committed to connecting with people WITH MAJOR VALUE consistently? *Spoiler alert: it’s good.
That may sound great in theory, right? But, how do we map out our killer marketing content across platforms so we are using our time wisely and not killing ourselves with the workload? We all know that quality content is better, but what are the logistics of making this happen?
I got you. This is the most basic process that is actually quite revolutionary and you can do this yourself or use this system for outsourcing to your team.
I am going to walk through building a TOTALLY DOABLE Marketing Content Roadmap (also referred to as a Content Roadmap) to implement in your business on a weekly basis. This is the exact process I teach my clients. You will streamline where and how you show up (aka marketing) with a bang. PROMISE: This is crazy good.
Once you solidify this process, –and it may take a minute; give yourself some grace, babe — you will build from there. This is about creating a solid foundation for your weekly marketing.
Clarity: This means you spend more time doing the things you do best and less time on your marketing strategy. Now we are talking.
>>> Start here to build out Marketing Content Roadmap: step by step
We start with a “big and badass” piece of content, Point of Origination (POO). **Also, the fact that it is “POO” is both weird (and I totally thought about changing it, but no) and hopefully will actually make you remember it.
1.What is YOUR Point Of Origination?
Identify your “biggest” platform or longest form piece of content where you can pour all (or most) of your creative juices. For my business, it is my podcast (Through The Marketing Lens). For your business, it might be Instagram or Youtube. It does not matter as long as this is a strong platform for you, and you actually like doing it.
Really important: Make sure you are going to be able to be consistent on this platform and have the bandwidth to do it in advance so you can prep the rest of your content around it. I recommend at least 2-3 weeks in advance.
This platform needs to be getting a lot of love from you. We are going to drive lots of traffic here so make sure you have a great bio (if relevant), links in the right place, killer bio photo, etc.
Ideas for Killer Point of Origination:
• Valuable Tik Tok
• Facebook LIVE in your free group
• YouTube video
2. Second Layer: New Format, Driving Traffic
Once you have completed the content for your point of origination, you will take it down to the next layer. This second layer should be different in format from the point of origination (if possible) — if your POO is video form, the second layer should be written, like a blog.
Good news: the content is already there! So, this process won’t take you long and it will get easier and easier with time. It is also something that you can outsource relatively easily. Major bonus.
The purpose of the second layer:
1. Drive more traffic to the point of origination 2. Give people a different platform to take in the same information 3. Another marketing touchpoint
For example, take your podcast episode and create a blog post about it. You will then link back to the podcast episode to drive more traffic to the episode, and also give people another mode to take in the same information.
3. Third Layer: Create Interesting Promotional Pieces (for driving traffic to point of origination)
You invested all this time in creating content for your POO so let’s give it the attention it deserves, babe!
Make consistent promotional pieces for your social media platforms (stories, grid, etc.) to drive to your point of origination. Link where you can (swipe ups, link in bio, etc.). These can be a consistent style of graphic or audiogram that will get used to seeing and create more brand recognition for you.
**if you need cool templates to help you create these graphics, check out: CREATIVE MARKET
You want to post these throughout the week. Sprinkle them around on your other platforms here and there.
4. Fourth Layer: Create Informative Content (not for driving traffic)
Take content from your POO and totally repurpose it. This is not about driving traffic to your POO so no need to even mention it. You can post this NOW or save it for later.
Make a nice graph or visual component that will be helpful for your audience. This is meant to be on social media platforms or where you have newer people following you.
I often like to take to Instagram stories and post a short video of me talking and a graphic element to go with it. If there are numbers (percentages, growth) to share, a pie chart or graph is a great add.
Remember, most people who are on your platforms don’t see all of your content. And even if they do, they don’t consume it all. So, don’t be afraid to repurpose.
5. Fifth Layer: The Email Touchpoint
Email is a fabulous way to tie up your weekly content into a tidy bow. This is a great way to stay in front of your email list in a way that is valuable to them AND will drive traffic to your POO.
This acts as a tap on the shoulder for your email list. Sometimes we just need to be reminded that content is available. People are busy and they NEED kind reminders.
This can be:
1. An addition to a weekly email you already send out with a link to your POO (so just adding to your newsletter)
2. A totally new email that you create to wrap up your POO with some simple visuals and pulling out a couple of quotes, and then link back to POO.
OK, where do I up-level from here?
Now, once you have mastered the 5 layers, you can add more pieces and formats. However, this is more about the quality of content and streamlining it than the quantity. Anyone can pump out useless content so really hunkering down and committing to quality for your Point Of Origination is where it all starts.
I highly recommend building your Marketing Content Roadmap and trying it out a couple of different ways using different POOs or different layers. This is not meant to be a one-size fits all, but rather a way to find YOUR fit. The key here is to commit to it on a weekly basis and then it becomes a habit.
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