Of course giving away content is one of the most popular ways to capture leads, especially around tax time. But, before you start creating content, you need to understand what type of content your prospects are looking for.
Different types of content require different types of writing and knowledge. Writing a 20,000 word ebook or whitepaper is very different from writing a 1,500 word blog post. If you’re writing that ebook or whitepaper, you’ll need strong outlining skills, expertise in your topic, and the ability to format and design a document into book form.
Here are a few tips to help you decide what type of content you may want to offer.
- If you have strong writing, researching and editing skills, and maybe a bit of design talent, then ebooks and long-form content of 10,000 words or more may be a good choice.
- If you have strong design skills and can summarize complex tax questions into an easy to digest format, then checklists and cheatsheets work great as content upgrades for email optins.
- If you have strong design and illustration skills, you may also want to consider infographics.
- If you’re comfortable in front of a camera and have the necessary equipment (camera, microphone, editing software, etc.) then videos can generate a lot of interest and conversions.
- If you are okay with intensive data researching, then whitepapers may be a good asset to generate and offer.
Of course, you may find that while most of the knowledge intensive work may need to be done by you, it may make sense to outsource the actual asset creation if you don’t have the necessary skills in-house.
Now, while evaluating your own skills is important, any offer you create must place your prospects interests first. You might be great at creating in-depth guides and checklists, but if your prospects aren’t looking for that, then your efforts will go to waste.
[bctt tweet=”While evaluating your own skills is important, any offer you create must place your prospects interests first.” via=”no”]
So, before you start creating an offer, and an asset, you need to figure out what kind of content your prospects are willing to exchange their email address, and possibly other personal information in exchange for.
Take a look at what your direct competitors are doing. If a successful competitor keeps making the same offer year after year, it’s a good indication that they have hit on a successful formula for your joint market. This isn’t a foolproof method by any means, but it’s a good start.
Or, you could research your existing customers and determine what they responded to. Try to determine what constraints they are responding under, and adjust your offerings to meet those requirements. For example, if your leads are coming from folks visiting your website using a mobile phone, then they probably don’t have the bandwidth for large downloads, so you may want to create something that can be put in a smaller file size.
For example, if you see a lot of beginner level questions, then a beginner level guide or ebook would do better than an advanced level cheatsheet. If you see requests for ‘quick’ answers, hen create a cheatsheet.
Of course, creating a quality offer requires multiple skills, and you won’t always have in-house access to the variety of skills you may need. That’s where freelance talent comes into play.
If you already have a team of freelancers that you are comfortable using, then content creation becomes a whole lot easier. You can outsource parts of your asset creation and spend your time doing what you do best.
If you have to spend time finding and selecting freelancers, it can not only slow down your content creation, but can cost money testing and selecting the right person. Factor this into your equation before you settle on an offer to create.
Before starting the search for a freelancer, it’s worth getting in touch with your contacts to see if they have recommendations for reliable and talented freelancers. For example, if you like the artwork I use on my products and offers, drop me a line and I’ll be glad to pass on the name of the freelancer I use.
The next thing you need to think about is whether you have easy access to content development tools such as a word processor that you can use for formatting the style and layout of your documents, and converting it into PDF file format. Or, design tools for creating ebook covers, illustrations, infographics, etc.
If you’re creating videos, do you have recording and editing software, or whether you need to purchase camera and microphone for quality recording.
Your conversion assets are crucial for the lead generation process, and the design of your web pages and the strength of your content will determine your conversion rates, sometimes more so than the offer.
We’ll talk more about this in another post.
Join us here at Practice Builder Publishing and become a part of the community, whether you become a contributing author, a peer recruiter, or merely a raving devotee of the Practice Builder Publishing resources, I'll work with you personally so you can reach the goals you set.
Best to you and yours,
P.S. Think I'm full of B.S.? Maybe you ought to let me know what you think. Plop your comments in the section down below the related articles and let me know what you think.!
P.P.S. Got questions about products and services I talk about, the terms of service, privacy nd all that stuff related to Practice Builder Publishing? Click Here to read the fine print.
Share your experiences, and pick our brains.
Get GREAT Results - Fast!
I would love to see you become a part of the Practice Builder Publishing, and work with you personally to reach maximum profit potential this year! Nothing I teach or help you with damage your credibility. It will simply get you more clients and help you make more money.
If you stop searching for the next magic trick, the perfect software, the "shiny object" that's going to do all the work for you (note: it doesn't exist)- and just focus on building & serving your market - you'll actually start seeing GREAT results. FAST.
On the Practice Builder Publishing site, I teach everything I have learned over the years, and how you can use it effectively and efficiently. One of the coursesI teach is the "Absolute Beginners Guide To Starting And Building Your Own Accounting Practice When You Are Flat Broke" training course, and it's only $27.
To get started building your practice, and building it FAST, all you have to do is click this link below. Click the button below and order now!