HOW TO LAUNCH WITH COMPELLING CONTENT
Are you preparing for a launch for your business?
Avoid burnout and sleazy marketing tactics by learning how to leverage content marketing as part of your launch strategy!
If you hate launching and want a simplified way to sell with selling your soul, then this article is for you.
And if you’re one of the brave ones that love launching, well, this article is also for you.
How can that be?
The strategy you are about to learn works for any type of launch for any industry. It doesn’t matter if you take the low-key way to launch or the adrenaline pumping way to launch. This process works!
Now, before I give you my secret strategy. Let me quickly share with you the definition of content marketing just in case you don’t know what I’m talking about.
WHAT IS CONTENT MARKETING
According to the Content Marketing Institute, they define it as follows.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
I feel it’s a pretty basic explanation of what content marketing is, it’s overall goal and expectations.
WHAT TO CONSIDER ABOUT CONTENT MARKETING
As you get started with your content marketing strategy, there are a few things you should consider. The following three tips are important to remember as you create content.
Content marketing is a strategic marketing approach
Content should benefit a specific audience
Content should be valuable, relevant, and consistent
In a nutshell, be sure your content is part of a marketing strategy that is targeted towards your specific audience and that it’s valuable, relevant, and consistent.
You may be wondering what it means to provide “valuable” content. For me, in my professional opinion, value-based content is original to you and the goal is for it to educate, entertain, engage or encourage your audience. It is not curated content and it’s not “fluff” filler content. Value-based content positions you as an expert, authority figure, and thought leader because of the type of content in which you create to share with your target audience.
WHAT ARE THE BENEFITS OF CONTENT MARKETING
There are several benefits of content marketing. However, to keep it short, sweet, and to the point, I am going to share with you my top seven benefits of content marketing to illustrate how important it is for you to utilize it as part of your overall marketing strategy.
Touches every facet of your marketing strategy
Creates brand awareness and builds trust
Helps to influence conversions
Boosts your SEO
Positions as an expert
Cost effective way to generate leads
Helps a business to stand out online
As you can see just from a brief explanation of how content can benefit your business, you can understand and appreciate how effective it can be when used in conjunction with other forms of marketing.
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WHAT CONTENT TO USE WITH A LAUNCH
Just like with the number of benefits of content marketing, there are several types of content that you could use when launching a product, service, or a new business. However, I was able to summarize it into five types of content that I recommend you use for your first (or next) launch.
The first two content types are designed specifically to support your launch in the following ways.
Help you stand out online
Make you relatable and credible
Build the know, like, and trust (KLT) factor
Engage your audience
Attract your tribe (and repel those that’s aren’t)
The last three content types, are designed to help you by doing the following.
Ditch the overwhelm
Help you work smarter, not harder
With that said, let’s make your first (or next) launch awesome with the power of compelling content!
When it comes to stories, we are naturally hardwired to want to hear and read stories. Sharing a story with your audience can serve one or more of the goals for value-based content. Obviously, it depends on the type of story that you are sharing but it can educate, entertain, engage, and encourage your audience.
Maybe you have heard this before and maybe you haven’t. I first heard this quote from Marie Forleo and I would like to share it with you.
Facts tell. Stories sell!
What types of stories could you share with your audience? Well, there are many but here are a few to help get the ideas flowing for you.
Product, service, or business origin
Yours or a client’s results or case study
Pain to pleasure
Failure to success
Let your creativity guide you. As an expert tip, look for every day things that happen where you could create a story from it and tie it back into something related to your launch. You will be surprised how the realness and vulnerability of your life will connect to your audience and support their decision to buy. It makes you relatable or “human”. You’re no longer seen as untouchable.
When it comes to polarizing content, you should be careful when using it. It can trigger people to respond negatively and it’s nothing you did or didn’t do. When people are triggered it is a direct result of what they’re internalizing and something they need to work through.
As mentioned, this content is designed to help you stand out and attract your audience. It can and most likely with “ruffle some feathers” but don’t let that stop you from sharing what you believe in.
Here are some examples of polarizing content that you could create and share.
Talk about your core values and beliefs
Point of view about relevant industry topic as it relates to the launch
Take a stand for something that you believe in that relates to the launch
Discuss why XYZ process it is “fluff”
Talk about what you hate about XYZ in relation to launch
Really dig deep when writing polarizing content. Think about what you are passionate about. Things you hate in your industry. Anything that drives you bonkers. Once you have ideas, find a way to weave it into your launch content so that you can be a unicorn in a field of horses.
Emails are a powerful way to connect with your audience with a push of a button. While you will most likely be using email as part of your launch strategy, I want to discuss with you how you can work smarter, not harder by repurposing emails or newsletters as content for your launch.
Here are a few different ways in which you could repurpose emails as content used during the launch.
Create a blog post
Record a livestream or pre-recorded video
Create a podcast episode
Create social media content
Create a short masterclass
Additionally, you are welcome to repurpose your emails as emails. However, you’ll want to consider the following updates to give your emails a fresh new look so that it doesn’t look like the same email that you previously sent your email list.
Change subject lines
Change the opening and closing of emails
As an expert tip for you, I recommend that you change the benefit-driven statement or hook and images on the sales page and/or landing page that you are using for the launch if this isn’t your first rodeo.
Similar to emails, I want you to repurpose social media posts. Find the ones that are relevant to your audience and launch topic. From there spruce it up so that it can appear like a new post on social media. You’ll also want to consider making the following changes for a fresh new look.
Change emojis or special characters used
Change call to action (CTA) verbiage
Change the CTA buttons
Furthermore, you can repurpose your social media content in a variety of ways too. It just really depends on what the content is, but here are a few ideas for you.
Create a blog post
Record a livestream or pre-recorded video from a text post
Record a podcast from a text post OR create a podcast from a video
Pretty simple to do. Think outside of the box and you’ll be amazed at all of the ways in which you can repurpose quality content that you already have! Work smarter, not harder, my friend.
Alright, when it comes to video it really is no different than email or social media in regards to being repurposed. Think about it…how many videos have you done in the last year? Could any of the be repurposed for your launch? Yes, most likely!
Here are a few different ways in which you can repurpose video for a launch.
Create a blog post
Create a podcast episode
Share or reshare it to your email list
Share or reshare it on social media
Turn it into a lead magnet
Now if your video was a recorded masterclass or webinar, you can share the replay OR host it again and change the title for a fresh new look.
Lastly, the videos that you repurpose can be livestreams or pre-recorded video. Both will work for repurposing. And like I mentioned previously, use your creativity to think of innovate ways in which you can repurpose your relevant content for your launch.
And there you have it, my friend. My super secret content marketing strategy for launches that will help you ditch the overwhelm, avoid burnout, and allow you to work smarter, not harder all while attracting quality leads for you to convert!
In the comments, share with us: What is your biggest frustration with marketing a launch?