Creating and maintaining content for marketing your business online can be a lot of work. There’s a certain level of quality that you want to maintain to create engaging, regular content, and then you need to up your game again for your marketing offers, in order to convert leads and bring in more business.
When assessed as singular pieces of work, it can be a lot of content to write. But with a bit of planning, you can cut down on the work to be done, and instead make your content work harder for you. How exactly?
The answer lies in the relationship between the content and the marketing offer.
As Twig Is To Branch, So Is Content To Offer
At their core, your regularly published content and your marketing offers are very similar. They’re both created to answer genuine, burning questions that your ideal buyers will have. They’ll be created specifically to meet your buyers where they’re at in their decision-making process, so that at every step towards a purchase, you’re able to support them in their decision.
So, with such a core similarity shared between the marketing offer and regularly published content, what makes them so different?
Your offer needs to be of a higher calibre than your content. That’s the essential difference. Your regular content is free to access, and can be found and consumed by everyone. The marketing offer, though, is gated, and needs to be of high-enough value (as perceived and confirmed by the buyer) to warrant the buyer trading their contact details to obtain it.
This handy relationship actually means that we can turn the marketing offer into different pieces of content, and pieces of content into a marketing offer with little effort. Let’s have a look at that, shall we?
How To Turn A Marketing Offer Into Content
Turning an offer into content is relatively easy, so we’ll discuss this first. Your offers should make a variety of key points that are all helpful and relevant to the challenges of your buyer. To create content from this requires you to take just one of those key points and expand on it.
Say for example that your business exterminates crawling pests, and that one of your offers shows homeowners how to identify different types of nests - whether ant, termite, or wasp - and the best way to deal with said nest. You could quite easily create content from this offer by writing a blog post on just one type of insect nest, and how to identify it. The post shouldn’t be a carbon-copy of the same topic, but you can use a lot of the same argument points to build engaging content without extensive amounts of research.
How To Turn Content Into A Marketing Offer
This task requires a little more forethought and work, so I’ve broken it down into seven steps.
Plan the offer
If you’re planning to turn written content into an offer, you’ll want to plan everything from the start so that when the content is brought together, it’ll make sense. So, with the help of your buyer personas, start by working out what kind of offer would be regarded as helpful, engaging, and irresistible. Decide on your keyword pool here to make your offer and content pieces easy to find.
Your offer isn’t just going to have one point. Work out what smaller things you’ll need to address throughout it. Take the nest-identification offer example above - you'll have decided that the offer is going to help your reader identify nests, but which nests will you address in the offer? Would you group wasp nests with ant nests if they’re completely different types of problem?
Decide which issues belong together and which will be written about separately
This is where you begin to think of the offer more as a group of blog posts. Dividing the finished product into smaller arguments, clustered according to nature and type, will help you work out how many blog posts you’re writing, and what those posts will be about.
Plan and publish posts so they’re dispersed well through an extended marketing campaign
It’d be a counter-productive move to write and publish every offer-related blog post successively and then publish an offer immediately afterward. Treat your blog posts like you would others and plan them with a content release schedule, dispersed among other pieces of content that your business plans to release, so you’re addressing a variety of relevant issues for your buyers.
Regroup and tweak
The more effort you put into your blog posts, the less of a rewrite you’ll have to do when they’re all done. Regardless, once you’ve written all of the offer chapters as blog posts, you’ll need to start the process of altering the copy so the content forms one cohesive whole instead of a collection of threaded-together posts. This process should really only involve changing the opening and closing paragraphs, and any information that needs updating.
Build and finish the offer
One of the finishing touches to writing the offer copy will be writing your introduction, and any other information that the offer needs that wouldn’t have originally been written into the blog posts. You also want to look at how your ebook will be published - how will it present? How will you make it visually appealing? Now will be the time to take the copy to your design team and amplify the power of your copy with some compelling visuals.
Develop the collateral
Getting your marketing offer from an original manuscript to the hands of your future customers isn’t as simple as saving as a PDF and hoping for the best. In order to see your marketing offer succeed, you’ll need to create a landing page to showcase the offer’s value to your website visitors, and email marketing copy to help nurture your leads. These elements of your marketing campaign might seem small, but they are instrumental to building your leads and bringing in more business.
But Isn’t That The Same Amount Of Effort?
There’s not much of a difference between developing an offer from scratch and developing an offer that’s going to be published first as content, true, but there are two great advantages to be had from developing your offers in this way: there’s a higher yield rate of content, and it’s more time efficient.
Not only are you creating two different pieces of content at the same time (regular content and parts of your offer), you’re spreading out your content creation strategy over a longer period of time. By splitting up your offer into manageable chunks, you’ll be able to maintain everything else that needs to be done in your job, while chipping away at your big offer, one chapter at a time. It’s a favourable option when compared to spending a solid week writing the offer and then trying to manage everything else in your job on the side.
You also have the opportunity to ‘soft launch’ your offer and assess ahead of time how successful the finished product will be based on the popularity of its components - a handy tool when you’re developing the offer over a longer period of time.
With this method of creating content and offers simultaneously, you’ll be able to more efficiently create engaging content that has an ongoing effect and will continue to build your business and your blog both as individual content pieces and as a high-calibre offer.