One of my consulting clients is working on an ebook to attract more qualified leads for the new platform they're launching.
The ebook will educate and provide advice on specific business activities. It's already shaping up to be an effective lead magnet. Last week on our coaching call I introduced my client to a technique that will 10x the effectiveness of the ebook with minimal additional effort.
When it comes to content marketing, relevancy is key. The more relevant the content to your ideal customers, the easier it is to convert them.
74% of online consumers get frustrated with websites when content (ex: offers, ads, promotions) appears that has nothing to do with their interests. (HubSpot)
The most common way to get the most out of your content is repurposing. Basically, you take one form of content and turn it into another form. For example, you can take a blog post and turn it into a PDF ebook, or a video, or an infographic, or all of them.
People have different learning styles. Some prefer blog posts, some love ebooks, others love watching videos. Repurposing content is a great way to maximize your investment, and get more leads!
Repurposing is a great way to reach a wider audience. But it doesn't make the content more relevant to specific segments of your target market.
Before you repurpose your content, consider reframing it first.
Reframing Content - personalizing existing content to specific needs of a target market segment to increase relevancy and perceived value.
It's a simple process, yet few businesses do it.
Let's say you're a business coach. The 3 segments of your ideal customers are: doctors, restaurant owners, and ecommerce entrepreneurs. These are the clients you actively pursue, because you do your best work with them.
To attract more business owners, you wrote a free PDF ebook called: "10 Steps to Create Your First Business System."
If you went with that one ebook, without reframing it, that's all you would have. And most likely, results wouldn't be that great.
But you decided to reframe your ebook into 3 ebooks:
- 10 Steps to Create Back-Office Systems for Your Medical Practice
- 10 Steps to Create Back-Office Systems for Your Restaurant
- 10 Steps to Create Back-Office Systems for Your Ecommerce Business
Now, instead of one general ebook you got highly relevant ebook for each one of your segments. You can change titles as you wish, that's up to you.
The content of the ebook requires minimal changes. It helps personalize it to specific needs of each segment. A business is a business, creating systems usually follows the same process. It doesn't vary from business to business. So the 10 steps in the ebook are the same.
Here's what I recommend you change and/or add inside:
- Jargon: Different industries use different language for certain things. The 2 important things to change are how business refers to itself and its customers. For example, doctors refer to customers as patients and the business as practice. So you want to change any mentions of "customers" to "patients" and "your business" to "your practice." This is the most basic example.
- Introduction: Include personalized 2-3 paragraphs introduction. Just touch on some pain points and challenges that might be specific to that segment. This helps set the stage.
Those two are critical, to help personalize the content. The rest of the content should remain the same. You're not rewriting the whole thing. You're making light edits.
If you want it to be even more personalized, the other 2 things you can do are custom images (visuals) and custom examples.
The extent of reframing depends on the content and how you divide your segments.
For example, if you cater to parents you might not need to edit it as much. You might be able to get away with something as simple as "As a mother, you will..." or "As a father, you will...".
If you're in B2B space and your segments are internal functions (CEO, CTO, CFO, etc.), you might need to edit it a bit more. This depends on what the content is because they have different priorities, pain points, and language. CEO might focus on ROI, CTO might focus on details and how it will be accomplished, and CFO might focus on the cost.
Reframing Gives You More Opportunities
The personalized nature of each reframed piece makes it relevant to a specific segment. They feel as if you wrote it for them specifically. Even if the content is relevant to everyone who has a need for your product or service, the relevancy will help you establish credibility as an expert in their industry, niche, job function, etc.
99% of the people will not read content that's not relevant to them. If a video is for store managers, CEO will not waste her time watching it. You don't have to worry about your customers consuming duplicate content. They won't even know it exists.
Keep in mind, this is for gated content. Don't do it for SEO. People might not know, but Google will know. Since bulk of the content is the same.
This gives you a lot more opportunities to convert and nurture qualified leads. For example:
- If you have blog posts specific to those segments, you can add relevant calls to action to each blog post. Using business coach example, a blog post aimed at doctors would have a call to action to download an ebook reframed for doctors.
- You can have lead nurturing campaigns specific to those segments, delivering highly relevant content. Doctors get emails relevant to doctors.
- In sales, when you engage with prospects you can share highly relevant content. CEO gets relevant content to a CEO.
- In pay-per-click advertising, you can target specific keywords and audiences to deliver relevant content. This will increase your conversion rates and quality of leads.
- You can share links to landing pages dedicated to each piece of content on social media, tagging with relevant hashtags and keywords.
When you reframe your content, you 10x your opportunities to get more leads and more sales.
Plus, you can always repurpose your reframed content. So now you can have an ebook, a video, an infographic for doctors, CEOs, etc.
You just have to do it. It's guaranteed to get you more targeted and qualified leads, if you do it right.
This is a quick way to leverage personalization without expensive apps, software, and integrations. Anyone can do it.