Pop Quiz: Which of these three statements do you agree with?
S1: No on is an Expert, not really
S2: I can’t call myself an Expert, I’m still figuring this ish out!
S3: Ugh, I’m so over “experts”
No matter what statement you agree with there’s one thing you can’t deny…
You’ve got something to say.
Your experience (whether you think of yourself as an expert or not) is more relevant than you realize.
Your knowledge is literally a bankable commodity – bitcoin aint got nothing on you!
Your skills may or may not be that of a so-called expert but they’re enough to get people raising their hand to work with you, learn from you and shadow you around a little (but not in a creepy way).
The real question is, how?
How do you translate what you’ve done, know and can do (and yes, making killer guacamole counts) into a brand?
Better yet, how do you translate all of that into dollar bills in the bank?
Before you click away and go back to rolling your eyes at regurgitated Tik Tok videos disguised as Reels on Instagram™, think about this for a minute…
When most people talk about content they immediately think: Instagram™, Facebook, Youtube, Twitter and LinkedIn.
In other words, they think of content as strictly a social media game. And because of that, they primarily only concentrate on content that lives on a third party platform.
But what if I told you social media is only one content spoke on a much bigger wheel?
What if I told you that while social media is good (great even!), in order to position yourself like someone who knows her stuff you need more spokes…
Because I’ve seen too many coaches and creative entrepreneurs (my former self included) putting all their content eggs into one basket and then struggle to actually turn a profit.
It’s time consuming.
It’s a pain in the yoga pants!
That’s why I created the A.C.E.S..² Content Wheel.
It’s a way to use content beyond (strictly) social media.
Let me show you how this 5-part content wheel works…
We all know that before you can ever hope of having people know you exist, they’ve got to become aware of you. First awareness, then attraction.
And it can happen in one fell swoop: someone see’s your post or an ad and they like it (aware), they mosey over to your profile or landing page (attract) and the rest is history.
Actually, the rest requires a content strategy that pulls them into your world even deeper. More on that in two shakes.
Because the one primary objective of content is to build relationships (from who are you to I need more of you) people need to be captivated, impressed. THIS is why people follow you on social media, bookmark your blog and devour every email.
Not because your grid looks like a hip art gallery or because your website was designed by a thousand Keebler Elves but because something impressed them: maybe that you were once a Yodeling champion or because you look like someone fun to hang out with or because you have unique insight. Even shared hobbies and values captivate.
Captivating bio from @innocent (their website is equally impressive)
DO THIS: Review your website and social media profiles as if you’re looking at them for the first time. If you didn’t know you, what would impress you? Struggling with this one? Take a look at your Bookmarks. Why did you bookmark that website? Another suggestion: the next time you’re aimlessly poking around social media, notice why you stop on an account. Better yet? Notice why you hang around.
Most content marketers are going straight for engagement, working their assess off spending hours a day farming for followers in social media or dumping huge wads of cash on ads without first warming up their audiences.
Imagine going on a first date with someone who quite blatantly wants to get into your pants… If it’s a Tinder sitch, maybe that’s cool. But in business, and in marketing? It’s as bad as a sloppy tongue kiss.
Edugagement makes the intimate part of engagement less clunky because it’s combined with education – and there’s lots of ways to do this.
First things first, education doesn’t mean every piece of content is a how-to. But it does mean that in some way you’re teaching your audience something new: how your coaching process works, what goes into creating organic candles or your best advice for starting over.
These content topics all fall under the education umbrella because it’s teaching your audience something they didn’t already know before (about you, about your process, industry or product).
What makes it engaging is your delivery. Things like your tone of voice and personality (your juice), your rhythm and all the small details that make you-you will either make your educational pieces feel like watching paint dry or like a roller coaster ride of weeeeee.
Best featured in the feed or on video (think IGTV, YouTube or pre-recorded videos).
DO THIS: Perform an inventory of your blog, social media feeds, podcast and email logs. How much educational content do you share? Is it engaging? Numbers don’t lie so be sure to also look at your analytics/insights to gauge whether you need different subject matter or more engaging delivery (both are totally doable, btw).
You know I’m simplifying all of this, right? Because we could spend double Zoom tokens talking about engagement alone.
Here’s something else I want you to consider…
In addition to growing your brand, your content has gotta also grow your sales. Content that features your methodology (if you’re a service provider), your process (for product businesses) and content that demonstrates what makes your offer unique all help to drive sales.
But, but, but…just because it’s sales content doesn’t mean it shouldn’t be creative. In fact, the more creative the smoother the sale
Creative sales content from @yoursocialmediateam on Instagram™
Content bridges sleaze with ease (because selling doesn’t need to feel like a cardinal sin). And when it feels like an extension of the conversation you’ve already been having (aka, by having a clear and consistent message hierarchy), it’s a win-win.
Best featured Live. Stories, email and ads (attaching budget to an existing piece of content) are real good too for selling. Don’t discount the Feed but don’t expect the sales seas to part.
DO THIS: How many Lives, Stories, emails or ads with a sales objective, have you created in the past 90-days? If it’s less than 1/month, that’s a leak you wanna put a cork in.
What about after the sale? Let’s not forget our peeps and move on to another buyer (that’s not cost effective). The squared in the wheel is about repeating the ACES model in a variety of ways that serve your audience, post-purchase.
•Maybe it’s a follow-up email series.
•Maybe it’s behind-the-velvet-ropes freebie trainings.
•Maybe it’s designing a suite of offers so they have a reason to remain loyal to you (that’s called offer ascension…and leverage).
•Maybe it’s also giving your buyers an experience so good, they become your brand cheerleaders.
All of this is accomplished with creative, strategic content.
Best promoted in Facebook groups (that you facilitate), Instagram™ groups (they’re tiny but mighty), retargeting ads and email.
DO THIS: Brainstorm ways to make your current clients, customers and students feel like stepping into your world comes with perks.
There are no quizzes to fail here.
There are only opportunities…
For you to package your experience, talent and skill inside of content pieces you share on the internet.
For you to make content work for you.
For you to grow a brand that builds your bank account.
Content can do all that…and a whole lot more.