Wouldn’t it be nice if you could confirm that the content you invest time in creating is valuable and wanted by the audience that needs you? You can!

Here’s the Launchr Insider trick for confirming the content you create is wanted, needed and even shared so that you reach more people organically. (You’re invited to join the private Facebook Group for more pro tips and live Q&A sessions here.

We call this process Content Telepathy and it has two phases. Phase one applies to brands that have a fair amount of content out in the world. If that’s not your brand yet (you’ll get there soon), then skip straight to Phase Two.

Phase One of Content Telepathy is to take a long, hard look at your brand’s content, specifically how audiences are or are not responding to it.

An example of how this can be useful comes from the work we did for the world’s leading autoimmune specialist, Dr. Amy Myers. In her posts about autoimmunity on her blog and on Facebook, by overwhelming majority the comments and questions were centered around one particular autoimmune disease called Hashimoto’s Thyroiditis.

Can you see how the Content Telepathy process revealed the need for content centered specifically around that particular subset of autoimmunity? All we had to do was look for patterns in what seems like a chaotic pool of comments.

Direction from the audience is there if you take the time to look for it!

Phase Two Content Telepathy is to look at other brands in your same niche to see what themes or patterns emerge in the comments and feedback they get on public platforms.

Here’s the deal. If your competitors get repeated questions on a particular aspect of a topic, chances are you can create content that fills the gap, thereby showing up as a hero to that audience.

Connecting through content starts a far higher quality relationship than direct-to-offer marketing. Content marketing not only boosts conversion rates, but also increases both lifetime value and the quantity of referrals your receive from happy customers.

If you’re not currently measuring the impact content marketing can have on your brand, read on to learn the minimum content needed to create a web of influence using the 1-3-15 Process.

Since we’ve already revealed the three primary research tools for developing your Foundational Marketing, we’ll get straight to creating a sticky web of influence using the 1-3-15 Process. You’ll definitely want to read the posts on Customer Telepathy, Content Telepathy, and Competition Telepathy before you begin because that’s the foundation you’ll need to form an intelligent hypothesis about what content to include.

Assuming you’ve completed the three preparation processes above and found the content topics your audience is hungry for, here’s a visual of what to do with that clarity.

Here’s the step-by-step on how we build these sticky webs using the 1-3-15 Process. Watch the free training video below for more details.

STEP ONE:
Get crystal clear on your offer ladder.

STEP TWO:
Select or create three lures that logically lead to the offer. Within these lures, include invitations to the offer.

STEP THREE:
Build five content pieces that intelligently connect to each lure. One content piece to address each of the four personality types and one that works well for a general audience. Again, look for logical opportunities to link to other articles in this content web. At the bottom of each post, list other content in the web under the heading “You might also like…”.

STEP FOUR:
Create a mini-nurture campaign for each of the three lures. The point of these emails is to support the new lead in using the lure and to progress towards an invitation to the offer. In these communications, link to other content pieces in the web wherever it makes sense. (See the Ninja Note below.)

STEP FIVE:
Create at least three promotions for each content piece to use in your top three marketing channels.

“Content Marketing is all the Marketing that’s left.”

Seth Godin

Once you’ve done all five steps, test all three lure processes before unleashing the promotions out in the world organically. If you have experience with paid traffic, you might feel confident investing in the dollar-a-day strategy to gain traction faster.

We’re big fans of the high returns we’ve seen from such a minimal investment. Plus, we like to ‘swap a flop’ (replace non-engaging content with fresh material) as soon as possible. Driving paid traffic speeds up that process.

While even this simple content launch process is admittedly a lot of work, we find that getting set up on the organized 1-3-15 system and tracking it all on a Weekly Marketing Spreadsheet has a positive lasting effects for brands. It takes the guesswork out of the equation and makes all of your marketing measurable.

In doing so, it replaces the discouraging feeling that you’re investing time, money and effort on stuff that doesn’t move the needle with clarity on exactly what works.

We’re here if you need us! We offer coaching on the execution of the 1-3-15 Launch process as well as done-for-you packages. Schedule a time to talk with Joy to figure out what’s most cost effective for you.

NINJA NOTE: To remove buyer friction for those that are bouncing around this 1-3-15 content web, duplicate all 15 content pieces. Do not include these duplicates in the public posts viewable on your blog or channel because you’ll will edit them to skip the email collection process (since you’ll have already captured it from the first lure they take). CTA buttons will instead send the prospect directly to content delivery pages for the other lures or possibly offer pages. Be sure to set up tagging so you can track which prospects have consumed which content. We feel it’s safer and less aggressive to make invitations directly to the offer from those duplicate posts since we know they’re already on the sticky web. (If this Ninja Note created a WTF moment, just skip it! You can layer this process on later.)

Even in the simplest of funnels, you’re going to need a collection of content that engages and endears people to your brand.

With all your many talents and your depth of knowledge, how do you decide what content is worth creating?

Most brands assume, guess or simply create so much content that they’re bound to get lucky with some of it.

Let me spare you the guesswork by sharing what’s worked, even though I’ll be revealing the secret that has me looking like a superhero for my clients.

Clients are happy with the content pieces, lures and communications I write for them because they convert significantly better than what they were putting out before I came along. While it’s sweet that they think I’ve got some magical power to intuit what will work, the truth is much simpler!

My secret to showing up as a badass copywriter is to limit my client list to brands willing to invest in the Avatar And Empathy Map Interview Process (Pick a time to talk if you want this done for your brand.) But, my friend, since you’re here I’m going to reveal the key part of the process that empowers me to “predict” (tee hee) what content and overall tone will give brands the widest reach and highest conversion.

The trick to figuring out which lures, content pieces and promotions will attract an audience at any given stage in the funnel is to conduct interviews with about twenty people. Ideally, the majority of those have experienced the exact offer which you will be writing about, but even if they’ve had a similar experience, you can get what you need.

SIDE NOTE:
I also suggest interviewing a few people who have the challenge your brand solves, but are unfamiliar with its offers. This exposes the hurdles and objections total newbies to the brand may have. You’ll need that intel for when you’re ready to run cold traffic (the term for buying ads that target people with no previous exposure to your brand).

Start with questions that get the interviewees talking about themselves BEFORE they start talking about their experience with the brand.

This is where artful communication is required. You want to get the story of the particular challenge they were facing and the emotions it brought on WITHOUT getting their whole life story. (That’s a useless time suck!)

Start by harvesting the juicy stuff about their issue and what it felt like to be dealing with it.

Find out how their experience impacted their day-to-day life, their relationships, etc. This line of questioning gives you the seeds for the top of funnel (a.k.a. TOFU) copy crop. This is a BIG portion of the overall copy, so dig deep. The best way I’ve found to expose the emotions of their journey is to PROVIDE MASSIVE EMPATHY!

Next, inquire about discovery.

How did they first encounter the brand? What differentiated the brand such that they decided to engage and what was the first way they engaged? What triggered them to make the initial purchase? What did they FEEL while they were making their buying decision?

Move on to inquire about their experience of the purchase, implementation, and usage.

Ask if and when they got results and how those results compared to their expectations. Did they get support, directions? Get their views on the level of engagement with the brand after the initial sale and what could have been done better.

Ask how their daily life changed because of their purchase and what emotional responses they had due to this change.

Depending on what’s in development with the brand, questioning can continue quite a bit more. But no matter what’s going on, I always inquire about who else they follow OUTSIDE THE NICHE OF THE BRAND. This can reveal powerful intel for buying similar audience traffic.

Just one example of this is when I found a common theme among women with autoimmune conditions following GOOP (Gwyneth Paltrow’s online magazine brand). This might not be an obvious audience for competitors in that space, but upon investigation I found that the brand provides emotionally compelling shares from MD.s, ND.s and specialists. For an audience of women who’s nervous systems are overloaded, it makes sense that they respond better to heart-centered delivery of content on GOOP than on more clinical options that directly address their condition. Cheaper ads. Bigger wins. YAY!

By now, you’re probably wondering what all the answers you collect will do to help you create content and copy. Would it be worth all the effort? HELL YES! Here’s how.

I guarantee that you’ll see patterns emerge from what initially looks like chaos!

Certain words, phrases or, at the very least, sentiments will stand out in each category. Word combinations will be repeated verbatim or said in slightly varying ways.

The language, concepts and struggles that show up prior to finding the brand – that’s the stuff new audience members will need to hear first. You’d be wise to use the language and address the concepts they need help with in ads that lead to beneficial, introductory content like posts and videos.

Use what’s different about your approach or product to guide them to your list or social media community by incentivizing them with the next level of content.

Support them with initial communications that address the challenges your interviews revealed. Acknowledge what will be difficult and show up as a trusted advisor for the journey. Again, use the same words, phrases and sentiments your interviewees used at this stage.

Based on engagement (or lack thereof) with those communications, tailor the offers you make to them so you’re putting the product or service most likely to solve their problem in front of them. Use the FEELINGS they’ll have when they get the results they want to get them to the offer page.

Once on the sales page, it’s time to take them through the emotional journey of being seen and understood where they are now, show them what’s different about your offer, and invite them to cross a very solid bridge enforced with social proof, sound sense and logic to experience what life is like when they take your offer.

Can you see how the interviews would help you create content that attracts new audience members by resonating with where they’re at now? How you can welcome them in by providing them with a sense of understanding? Do you see how addressing their fears and revealing what’s unique about your offer or approach engages them, and based on their responses (click thrus, likes, direct inquiries, etc.) you can sort them to make customized offers best suited to their needs? The only thing left to do to complete this and turn it into a well-optimized funnel is to measure the efficacy and evaluate to make improvements.

That’s the A.W.E.S.O.M.E. marketing we stand for around here! And it all starts with ASKING.

In summary, use interviews to decide what content is worth creating instead of guessing.

Ask about life before, life while deciding, life during usage or implementation, and the happily ever after. Use that info to refine what you offer the world, making the ride from brand discovery to raving fan a more efficient and rewarding journey for you and those who need you.

Want more confirmation on the content your audience wants? Avatar Interviews are our number one tool for guiding content creation. AND… we confirm that we’re on track by using what we call Content Telepathy. It’s a decent ‘cheat’ for brands unwilling or unable to perform the interviews as described above.