Content That Converts: How to Build a Profitable and Predictable B2B Content Marketing Strategy

by Laura Hanly

Step Two: Build Your Outline

can see no way out but through.”

Step Four: Leveraging the Asset

You need a very specific purpose and direction for the Facebook group, so that it’s valuable to everyone involved, rather than becoming just another thing that sucks up their time (and yours). Make sure you’re clear about how you will use it and what its value

will be before you set anything up. •Can you commit to running a Facebook group? Updating it every day with interesting additional information, and sharing your process and expertise in real time? •Are you comfortable documenting your progress and sharing content that might not be as polished or perfect as it will be once it’s published? •Can you handle getting real-time feedback (particularly if it’s negative or uncomfortable) and working that into the fabric of the book? •Are you willing to include people in the key decisions around the book, including choosing the title, cover design, and adjusting the structure and content as necessary?

creating a consistent customer experience is absolutely critical to your conversions.

make sure they understand what they need to do next, and what they can expect from you.

Map out how a long-form content asset could be put to use in your business. Would a book or training course work better? Who would it be targeted at? How would you market it? 2.Create a rough outline: 12 topics that could become chapters or modules, and work out how long it would take you to produce this content. 3.Cross-reference it with your calendar for the next six months — when would be the ideal time to launch this asset? If you decide to have someone help you with it, when would you need to start moving to make sure it launches at the ideal time?