Total Content Toolbox


Stress-Free Selling


Lesson Info

Total Content Toolbox

I've come up with unused for years this thing I call the total contents system because you know, I can already see some of your heads or swimming with everything that I've given you now and so we need to we need to start thinking in terms of how do we how do we map it out? How do we make it a habit? How do we plan it you know as opposed to just saying, oh gosh, look at all this stuff I have to do so the way that this works is that you develop a list of what I call your foundational themes or landmark content themes for simplicity won a month so come up with about twelve themes and what thes ours this this is content that you know that your customers or the industry or or or your you know, particular business, you know, these are the core themes, so I'll give you example, you know, from my business, you know, here's there's a map really from last year we know that referral, marketing and coaching and consulting sales and lead conversion online integration I mean, these topics are really...

topics that we know we want people to who are searching for information on those topics we want them to find us so we actually make those themes the content that we're going to write about really for our entire editorial calendar and so that doesn't mean that's all will write about that month, but we know that, you know, over the course of the year, we want thirty or forty or fifty no content objects or pieces of content that really deal with those twelve themes, and we know that if we keep coming back to those themes, we are going to really become a recognized expert and authority on those themes, and the search engines will start rewarding us for it because we're riding lots of high quality content that is on very specific themes that we've identified are important for our business now, it also allows us to, you know, we're sitting here, and what month is this? May we're sitting here in may on it allows us to say, hey, we need to start identifying some guest bloggers on content, marketing and some podcast people on gross strategies for the fall I mean, so it allows us to start looking ahead, and one of the things that I have discovered is the more that you can kind of get out in front of some of that stuff, the less the challenge, you know, come june one when you think, oh, what are we going to do this month, right? Because you start getting some of that documented, you can start when you have a calendar. You can actually start delegating some of these tasks much easier if you know what your plan is in three months and four months in five months so it's just a way for you to really focus in on the content that's important but then just kind of chunk it up in two months on and create an editorial calendar to plan ahead how do you figure out what terms to write about what stuff to write about brainstorm you know with your customers you know what are they asking you look at your sent email you know what are the things you keep having to deal with with customers and with prospects obviously using some of the tools to that are available to do keyword research and competitive research tools like word tracker and word stream that actually allow you do because most of you if we went around the room and I said what do you know what air the core things you should be writing back most of you could come up with six or eight or ten topics I would guess that you think are important to your industry so then we take those topics and we start using some tools like freaky words and words stream and it starts saying well here's related searches to those topics are here the most searched terms for those topics and it can help you in some cases kind of round out or get really specific about the topics that you should be writing about and all of these links aaron the syllabus as well. So where do you get your inspiration for writing content? Well, here's, where I get mine I subscribed to a lot of logs I read a tool scoop it's all go find people that have created pages on topics like referrals, and I'll see what they've collected in curated I still read about eight magazines print magazines offline has subscribed to a couple newsletters from a service called smart brief that really does that kind of they collect five or six topics each every day and send it to me. There is a blogger aggregator called all top that you might want to check out almost every industry that you can imagine they've collected the top one hundred or so blog's in that industry I still use bookmarking tools like delicious and digo these air social bookmarking sites are tools so I can go to a tool like delicious and say you know what? What's the popular content in x category today. What are other people sharing? You know, for I don't have enough there anymore for referrals or further, you know, for my topic themes read it is another bookmarking tool that's the same way you can find out what content is popular, what content or people sharing on specific topics and then already mentioned that idea you're sent email box for a lot of business owners is a gold mine I mean you're quite I've worked with companies over the years that I had I had a woman at a tech conference come up to me say look you know I got hired to do blogging for this software company and I don't know anything about the software but the technicians are the only ones that know anything about it and they won't write anything they won't give me anything and I told her go look in there sent email box I saw her about three or four months later she said you saved my job because they were they were basically writing block post and sending him out every day two prospects and the customers who had technical questions and she was able to take that and actually turn that that content into not only blawg content but obviously blood content that was important because it was there she was answering the questions that people were asking so in terms of tools and your toolbox I'll go over these these are my favorites there are thes air all in the syllabus there are dozens and dozens of other tools but these are the ones I like to use because one of the things about this topic and really a number of these topics of social media is another one that will end up talking about is you need to find is many tools and routines and processes and ways teo to shortcut this stuff, ways to repurpose this ways to get maura out of whatever effort you put into it. So a couple of these tools are ones that I think you ought to put on your radar visually and picked, oh, chart are tools that fall into the category that marketers like to call infographics, you've probably all seen them. They basically you're taking data and visualizing it, and it can be anything. I mean, they can also take seven steps to small business marketing success, and it creates a nice picture, right? So you've got the one through seven in there, and it's got pretty graphics on it, and people tend tend to share that kind of content. They tend to many cases, I mean, that's. Why all these visual sites, like instagram and pinterest have cropped up because I think people really tend to want visual information they want information that can scan quickly. Screen flow is a mac application, camped asia for the pc to create what are called screen casts. So a screen cast is basically a video capturing what's going on on your screen, right? So if I were going to do a presentation like this, and I wanted to send a client a ten minute video that that, you know, showed how we're going to do what we were going to do or they explained, say, the marketing hourglass, I would turn screen flo I would pull screen flow on, I would pull up my slides like this, and I would do what amounts to a presentation, but I would capture my voice, and I would capture what was going on on the screen, which in this case would be my slides, and it creates this incredible, you know, tutorial kind of video, which is really that then becomes very easy to share, and so, you know, I can't tell you any times somebody will ask me a question, you know, explain something, some sort of technical detail of a tool or of social media or something, and I'll just, you know, in a minute, be able to record a screen capture saying, okay, you go here, you drop down this box, then you had this, andi, just a really easy way to answer questions as well. So that's a tool you might want to get used to the technologies to actually hold online meetings. I could I could put twenty things on there now because it just keeps growing another one happening playing with a doll, that's not on the list, and I'll tell you called glitch that I really kind of like but the idea of being able to get you on the phone or on the computer screen and both of you have video up and be able to have a conversation or be able to demo something, you know, two of perspective client or to really just kind of go over. You know what, what you agreed upon today without having to get in the car and drive across town to really demonstrated show that to him, certainly from a client service aspect, but also just from a from a selling aspect, you could make full blown sales presentations, you know, without having to leave the office. I mean, obviously, I think that's really obviously that's great if your clients are, you know, across the world. But I think more and more people are getting used to the technology where that's, just a great time saver. Even if you just across town, I use skype and a nap location and on I'm going to talk in another segment about podcasting, but I use it to actually record all of my podcast. So you know, skype is a great tool. Communication tool it's a lot like the meeting tools because they've added more functionality and features two but you can actually do an interview khun record somebody both in video or an audio right on the fly you know using skype and using a tool like coal recorder so it's a great way to produce content couple new tools have have cropped up can va and word swag is another one I think doing mohr visual images or using images those air image editing programs but even using images in your block post people like to share images they do it on facebook they do it in you know instagram I'll showyou example come back to the slide but you know this is a tool that was created or this is a graphic that was created in word swag it took about two seconds you just write the content all the layouts there all the templates air there so it's actually you put its an application that goes on your phone I actually this photo is you know is obviously you know some some branding that I'm using for the book so I did this photo you know his only thing I had to create then I just type in this uh saying and I you know typing a dozen of them and if formats him and does all kinds of makes him look good on dso then I'll use that I might be writing a block post that maybe that's the topic here? I'm sorry, the title of the block post or maybe that's the topic of the block post on dh. This makes a tremendous graphic because people quite often want to share the graphic, maybe more so than actually sharing the content in the block post. I already mentioned wufu and serve a monkey's another one, you know, creating custom surveys, creating getting feedback from your customers, having intake, creating intake forms so a new customer signs up. You have a really great tool using wu fu to create this elaborate form that gets all kinds of information from them. You know, we use it quite often a za tool for when somebody con texas, and they want to know more about how we might work with them. We actually have a couple different processes that uses that we use forms that they complete so that we can then hold a discovery meeting with them, or we can have some sort of free evaluation meeting with them. So there's, so many great tools really available for creating content? I'm probably the last one that I'll mention is rev dot com. I talked about that idea of re purpose in content, one of the things that is really easy to do is to either record your own voice. Talk basically writing a block post into a recorder of some form or doing these interviews and then we will get them transcribed by rev dot com they can take a twenty five minute interview that I do and they'll have it back to me the next day they do really kind of a funky thing they take the twenty five minutes of audio or video and they parted up into hundreds of really short pieces and then they parted out so so they could have no in two minutes you know they have one hundred people doing their five sentences of of audio and then the system brings it all back together s o and you know for for twenty minutes blawg post or I'm sorry twenty minute podcast we may pay fifteen dollars and get it back the next day on having you know something that we can then you know, either add to the bog post or weekend the podcast or we can actually I had it to any book or we can do things with it to format it and use it another form. So you know this these this set of tools were really kind of mei mei go two for all kinds of ways to not only produce content but to enhance content and to make life easier in this content producing world so do are there any tools you guys wanna answer this you just completely overwhelmed you with this segment where you gonna use ever known all use ever note all the time great productivity that you saw me using that tablet earlier today that whiteboard that was actually a piece of every note called yeah penultimate yeah I see you doing all of your doodling are you doing any doodling digitally I do it either way yeah okay great what questions do we have or you have some coming in tools coming in yeah well we have some questions come in about these tools so when you mentioned surveymonkey we had a question coming from little johnny and they say well how do you get people to take surveys and more more importantly how do you get them to complete the service start yeah well the first step is to not make the survey one hundred questions right but but I think that you know it's it's this the more somebody trust you or knows you likes you already the more likely they are to want to participate and surveying the more likely they are to go farther into a survey if all you're really trying to do just find out if say, a market that maybe doesn't know you that well yet once a certain product or would you know by a certain product or fi or you would just want to know like maybe what they don't have now what's missing I know some people have pretty successfully in some cases maybe have to advertise for that so you use use like facebook advertising to really target a demographic that you're after which you can do great I think facebook's one of the best for that kind of targeting andan some cases you might have to motivate people to do it by saying, you know, they get a free book at the end of it or something again has to be valuable to do it but if you don't have I mean the best case scenarios you have an email list of people who already know like and trust you and they they are willing to share their information with you or give you feedback but short of that you know, maybe you have to actually help people understand why this would be beneficial for them that makes sense yeah, that makes sense I'm curious to hear more from our students are you guys using all of these tools any of these completely new to you guys? I'm using some yeah and meeting burner I actually just downloading word swag right now screen flow I'm starting to use um and then using servet custom surveys as well. So yeah, I think everybody out there using a different combination of the there's not like one size fits all every business a little bit different yeah and I think the other thing too is I mean this list could go on fifty or sixty you know in every category there's a dozen you know potential candidates and probably since we've been speaking, you know, two more so I mean, these online content tools you have really taken off so let me let me in sort of preparation for our next segment we're going to talk about building your platform how many of you are currently how many of you currently have a website? Your website up here no it's okay, all but one maybe okay, how many of you have a blogger is a component okay, so not everybody who raised her hand the first time raised second time so we're definitely going to address of that and those of you that raised your hand as the bloggers how how often let me ask you this way so you can raise hands do you blogged mohr than once a week no, no hands went up for that. Okay, so we have you know, we have some work to do on the on the content platform and so that's really, when we come back to the next section, we're going to talk about in in depth we're gonna talk about blogging, we're going talk about podcasting is anybody podcasting, anybody doing audio content at all okay? And then we're going to talk about speaking, so is anybody currently getting up to a stage and and not not as a paid speaker but just in a way to actually talk about you know, something that I might want to be interested in. What are you doing? Well depends I have two sides of it so I have a wedding in history sinai have wedding client side so I speak um too many industry on marketing and things like that and then, uh for my potential clients of my actual clients, I do a groom's workshop and I do a timeline workshop that's also that's possible when we come back on and talk about that specifically I'd loved I want to kind of hear more about what you're doing in the results that's getting you and I speak a couple times a month for constant contact as a lead generation tool for my business but to basically it's part of their marketing is to educate small business owners and that's been a great way for me tio extend my reach and build that no like and trust in just a couple hours and it yields good leads for me have you have you actually had an instance where somebody came up to you said this is great, I want to talk to you and they became a client yeah, yeah have so it really you know, we talked about that hourglass approach, you kind of went through the hourglass pretty fast without you we're working together less than a month after I was doing you met them at a seminar that I get and I think that opportunities there and that it's not just to be to be I mean, I think obviously in anne's case stalking me to be but I think that that that opportunity for really moving people down the journey pretty quickly is really I think, available to almost any kind of business if you think in terms of expanding how you think about speaking and where you'd be speaking, what you'd be speaking about, I know a lot, you know I'm going to pick on you again but you know, you think what would a headshot photographer be speaking about but you already you know, started to get into topics that are well beyond photography that I think you could not only speak about I think you'd be passionate speaking about you know I do the speaking I do is a part of my business d'oh photography clause four months who's cameras, which is like a three hour presentation and I did it I was often a zoo auction item or as many course at the preschools and it actually led me teo built through the trust it exposed mi tio quite a lot of my potential clients and a bill the authority which I was even didn't expect that it could be that way so so let me break that down low because there's a couple so because there's a couple of real nuggets in that in that you know, some people some photographers might actually look at that is you're actually training the enemy right? I mean you're you're creating competition almost right because somebody asked that question in the chat room about oh you don't want to give it all away right? You're teaching the secrets of photography right? But but what? I was going to say this but you're finding that actually what I suggested was that yes someone go off and now that you know that's the last time you'll hear from them because they were taking photographs that that work for them but then there are other people out there sending more people to you and some of those people are actually hiring you because they see how brilliant you really are right? Well there's several things to address that training the enemy I'm not training the enemy because there is nowhere you can train a photographer in three hours that's right but I explained different aspects of photography I basically I educate them what a good father is and because it's a presentation I'm using this lies and this is my show off what my work is which is not really like look at this look at this look at this is just like by the way and by educating what makes a good photograph they understand what actually is a hard job it iss and how much gets into that and that, yes, they can do it, but it will take them a lot to get to the point where they can become that level of photographers and that's why they need to hire a photographer, but I mean, I think a lot of people would see that is counter intuitive, but I think what what you're doing is brilliant because just what you said, you can't train him in three hours all you khun to some degree is show them that there's more to this than you think, and I think that that's actually probably a great sales mechanism, yes, and there is actually there were several people who approaching me, and they said, look, you know, but I would like I would like to have more time on that I would like to learn this and that, so basically they're approaching me to teach them more, and this is how I can expand the teaching side of my business, so you're charging for that new revenue stream, right? Yeah, yeah, I'm just waiting in your revenue now I think I think it's a great demonstration of the power of what we've been talking about, but it does I do think that there would be some people that would view that is as you know, counterproductive to your business. And I think what you're demonstrating is, is a cz absolutely the opposite. And I think that's true of most of our business, is teaching people exactly how to do something is really one of the best ways to get hired to do that as long as you can teach them, you know that, you know, look how much value there is in the work that I actually do.

Class Description

In a constantly evolving economy, strong, dynamic marketing and sales skills are equally essential. John Jantsch, author of Duct Tape Marketing and the upcoming Duct Tape Selling, is ready to equip you with the tools you need to think like a marketer and sell like a superstar.

During this workshop, you’ll learn how to shift your thinking about the relationship between sales and marketing. John will cover ways to leverage customers’ dependence on word-of-mouth, personal recommendations, and internet research when making purchasing decisions. You’ll also learn how to build a competitive edge by positioning yourself and your company as an expert provider of a niche service. John will introduce you to the Sales Hourglass, a tried-and-true sales process that allows you to educate customers more clearly and effectively about your company’s unique offering.

This course will energize and equip salespeople, marketing professionals, and small business owners to sell more and sell better.