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Ever feel like your content doesn’t get the traction it deserves? You spend so much time crafting valuable content you know will help your audience, yet it doesn’t reach them.
The truth is, we live in a world of too much content, meaning you face an uphill battle to capture someone’s attention and point them toward it (no matter how good and valuable it may be).
Creating great content is only part of the battle, so I’d like to show you the process I take after spending millions of dollars on content marketing that today magnetizes my audience toward what I create, and ensures they actually consume it.
Step 1: Understand who the content is for.
You need to know your audience, and you need to know who needs your content. This may sound obvious, but it’s amazing how many entrepreneurs get this simple first step wrong.
You need to get specific about who you’re creating your content for. A broad audience will not work in 2018, so your first step is to understand who your audience is. With this as your focal point, you can ensure your content alleviates their specific pain, and only their pain.
Step 2: Understand your audience’s awareness level.
You cannot treat your entire audience in the same way. They fit into different buckets, and when it comes to their awareness level, there are three:
- Sidewalk: unaware they have a pain or a problem
- Slow Lane: aware they have a problem, but unsure what the process is
- Fast Lane: aware of the process, but unsure of the solution
The content you create for someone in your sidewalk is different to the content you create for those in the fast lane. In the sidewalk, you show your audience their problem with micro content that illuminates their pain. In the slow lane, you focus on your process or methodology, educating your audience to what…