Episode 79 - Creating Content that Actually Converts to Profit in Your Business
Ready to make some content that brings your profit? Time to get tactical.
LISTEN TO THE EPISODE HERE:
Last week, Danielle shared the fastest and easiest way to create content for your business (Episode 77), and at this point you might be asking, how do I know what content to share that will actually convert into Sales and Profit in my Business?
You might feel overwhelmed and confused at what you should be focusing on when it comes to your content and therefore your content might come across as confusing and maybe even contradicting.
This is why Danielle wants to really caution you from jumping on the next trend, because, If you are simply jumping from trend to trend, you are not staying true to yourself or your brand and that might be why you are not seeing the RESULTS that you want to in your business.
In this episode, we break it all down, so get ready for a SUPER TACTICAL Episode on how to create content that your ideal client is going to love! You are going to want to take notes! Get your pen, and notebook and fill up your coffee let’s get started!
Niching Down
When Danielle first started the Business Babes community, she was ALL OVER THE PLACE with the content she was sharing. As a chronic people pleaser, she was a “Yes-Man” to every suggestion, thought and trend.
Danielle was not clear on:
her target market or
the key pillars of her brand
Looking back, Danielle sees how Business Babes could have grown so much bigger, so much faster if we would have niched down sooner! Once she got really clear on who she wanted to serve, content creation became so much easier and is still leaning into it even seven years later!
Where to Start - Market Research & Pain Points
Pro Tip: You’ll always be continuing to get more and more clarity, so don’t let the lack of clarity hold you back! Here’s where to start:
Interview Your Ideal Clients/Customers
If you don’t exactly know who your ideal clients are yet, that's okay! Start with people you think you want to start working with and then go from there! You can check out Action Takers Club for in-depth training, where we give you the exact, specific questions to ask to get to know them and help you to understand their biggest frustrations when it comes to your product/service.
What are their pain points?
What are they passionate about?
What are their big desires, goals and dreams?
Those questions can help you come up with your Content Pillars.
CONTENT PILLARS
Content Pillars are the 4-5 things that you are going to share on a consistent basis.
How to Determine your Content Pillars
Brain Dump - do a huge brain dump, utilizing some ideas from your interviews. Get all your ideas out onto paper.
Break It Down - organize your ideas into categories and then break those ideas down. For example, if you have a skincare brand, your pillars might be: Skincare Tips, Nutrition, Self Care, Mindset/Mental Health
Put it in Action - Brainstorm subcategories or ideas for blog posts, podcast episodes or youtube videos underneath those categories.
Pro Tip: Make sure that you are using the “Keywords” and language that your ideal client is using! We explore this in depth in Action Takers Club.
For example, let’s look at the Content Pillars for Business Babes:
Business Growth Strategy
Passive Income
Productivity/Time Freedom
Community/Collaborations
Growth Mindset
So all the different topics that we talk about on this podcast are somehow related to these Five Content Pillars and this translates to our Business Social Media Pages.
Pro Tip: You can use programs like Mindmeister or Google Sheets/Doc to visualize and organize your brainstorming process!
This is also a REALLY fun exercise to do with someone else - ideally with someone who has a business mind or someone who is in a similar industry or is your ideal client.
BATCH CREATING CONTENT
Choose a day of the week or month to create a big chunk of content all at once, and then you can schedule the content to release throughout the month.
Not only is this such an efficient way but it’s also SO much less stressful than creating content on the fly.
How to Create Valuable Content
Don’t hold back on your content or only share “FLUFFY” content that doesn’t make an impact.
Make sure your content is incredibly valuable and that it actually:
Serves
Educates
Inspires or
Entertains your ideal customers and clients!
You want to NURTURE your audience by building a relationship through the “KNOW, LIKE AND TRUST Factor with them over time. This can be done really effectively with long-form content like a blog, youtube or podcast because social media is often only short snippets of content.
Don’t hold back on your community - offering free valuable content builds a trust factor that makes clients and other collab-worthy businesses connect with and want to support your brand.
Creating Strong Calls to Action:
A Call to Action will empower your ideal client to take that next step with you! That could be joining your e-mail list, sending you an e-mail, filling out a form, going to your website, or directly to a sale.
Calls to action drive traffic to your website and also convert people who are in your audience to customers and clients.
Depending on your product or service and your price points, this sales process could be short (a couple of days) or it could be a long process, where people are following your content, maybe they get on your email list, and then three months, six months, or even two years later, they decide to buy from you!
Don’t be discouraged if you are not seeing those results right away! Keep planting seeds and providing amazing content and you will start to see that ripple effect take place!
Our Top Business Resources to Support Female Entrepreneurs:
Free Masterclass “How to Scale a Profitable Business without working around the clock”
Action Takers Club: Our Signature Business Course + Community to Support you in Scaling a Profitable Business
Ready to Take Your Business to the Next Level in an Intimate Group of other Successful Entrepreneurs? Learn about our Mastermind
One on One Business Coaching and Strategy Consulting with Danielle Wiebe
transcript
[00:00:00] Danielle: Welcome back to another episode of the podcast, everyone. I just wanted to start out and just share how grateful I am for all of you tuning in. It has been such a incredible journey, just podcasting and sharing these episodes. And the fact that we get to hang out twice a week together is just so, so cool.
[00:00:20] And I know that entrepreneurship can sometimes feel very lonely. And I know for me, Podcasts have been such an incredible way that I have been able to feel like even when I am by myself, you know, working on my business all alone, I can feel like I have friends in the industry. I can feel like I have other connections with other women, even if I'm just by myself all day.
[00:00:44] So I hope that that is this for you. I hope that you feel connected to me, and I hope that you feel connected to the incredible guests that we bring on the podcast. And I can't wait. We have some really exciting things coming for this podcast and [00:01:00] just for the growth of the business in general.
[00:01:02] And so I'm excited for you to be a part of that journey too. And I just wanted to say a huge thank you to all of you who are here listening. So today's podcast is all about creating content for your business that actually converts into profit. So last week I shared about the fastest and easiest way to create content for your business.
[00:01:21] And if you haven't listened to that episode, I highly recommend you go listen to that episode. But if you listen to that episode and you found yourself asking, okay, I know the fastest and easiest way to create content, but now what in the world am I actually sharing? Like, what content am I actually creating?
[00:01:39] So you might feel overwhelmed or confused on what you are focusing on when it comes to your content. And therefore, maybe if you feel that way, then your content might be coming across a little bit confusing and maybe even contradicting whether that be on social media, or if you have a blog or your email list, [00:02:00] or maybe have a YouTube channel or podcast yourself. This is why I really wanna caution you when it comes to jumping on the next trend.
[00:02:07] And I know I've talked about this in many episodes in the past, but I am such a huge advocate of not just jumping on every trend that you see out there, because first of all, trends are just that they're trends, right? They're not necessarily going to bring you the ideal clients and customers that you want in your business.
[00:02:27] Maybe they'll help you to gain some traction on your social media, but they're not actually going to build that successful sustainable business when it comes to actually growing a profitable business. And so if your main goal is to build in profit and you want to create more of an income and impact, then I highly suggest that you listen to this episode today because we're gonna dive really deep into how you actually create a content strategy that is actually going to convert your ideal [00:03:00] audience into customers and clients.
[00:03:04] So this episode is gonna be, is breaking it down. We're gonna get super tactical. And so you're going to wanna take notes. So grab a pen, grab a notebook, fill up your coffee and let's go ahead and get started.
[00:03:17] Welcome to the business babes collected podcast. I'm your host, Danielle Wiebe. In this podcast, you'll learn tangible business tips and strategies on how to grow successfully and sustainably. We'll also interview seasoned entrepreneurs, so you can listen in on their stories and see behind the scenes of what it took to grow and scale their businesses. Let's dive in, as we discuss the wild, exciting, crazy, challenging, rollercoaster ride of entrepreneurship.
[00:03:47] Before we dive in, I wanted to take a moment and chat with the business owners right now that are past the beginner stage of business and now you're going into the growth stage of your business. [00:04:00] So if you're in that scenario right now, you're focused on growth. You're like, okay, I, I've had clients. I'm making some consistent income now, how do I get to that next level?
[00:04:09] Let me ask you a few questions and I want you to be completely honest with me and also just with your. Do you feel like you might be holding yourself back when it comes to taking your business to the next level? Do you look at other business owners, maybe in similar industries and start to compare your own journey to theirs? Does it feel like you are sometimes on the sidelines watching everyone else experience massive growth and you feel like yours is taking too long?
[00:04:39] Do you want to step into the CEO role of your business and focus on growth instead of getting so caught up in the weeds of the day to day? You know, in your gut that your business has so much potential, but you're unsure on what your next step should look like? You wanna create [00:05:00] more income, more impact, and you wanna have more fun in your business, but, you know, you need the right support, strategy and accountability to get there.
[00:05:09] If you answered yes to any of these questions or if you've been nodding along, and if this all resonated with you, I want you to invite you to stop doing what you're doing right now. Go to your computer or on your phone and type in businessbabescollective.com/mastermind and fill out the application.
[00:05:27] It's gonna take you a couple of minutes and this might be that big turning point for you. This might be the moment that you look back on and say, That was when any everything changed for me. Our mastermind is incredible group of entrepreneurs, just like you, who are all committed to the success of one another's businesses.
[00:05:48] This is truly what community looks like. In the mastermind, you're gonna get a combination of one on one support and accountability from me. You're gonna get in depth, coaching, high level [00:06:00] brainstorming and masterminding with the other members, support and in person experiences that can help you create explosive growth in your business.
[00:06:09] This group is going to be there to encourage you, and also to challenge you to become the best version of yourself while growing your business to new levels of success, you'll be able to achieve your goals that you never even thought were possible. If this is tugging on your heart right now, and you're like, man, this seems like something that I would love to be a part of, fill out the application.
[00:06:31] I would love to meet you. I can't wait to see your application come in. I cannot wait to get to chat with you and get to know more about your business and how we can support you to get your business to that next level. So again, go to businessbabescollective.com/mastermind. Fill out the application, we will book a call with you, I cannot wait. We only have a couple spots left you guys. We, last week we had three spots left. Now we have two spots left in the [00:07:00] mastermind, so we are gonna be closing up the applications very, very soon.
[00:07:04] So get your application in. We also have an in-person experience coming to you in August, as well as in the fall. So it's gonna be an incredible way to get together on a more intimate level to strategize on your business. And of course, to spoil you as well.
[00:07:19] Let's go ahead now and talk about content that converts. I remember, when I first started our community, I was all over the place when it came to content. So if you feel like that right now, if you are feeling like, man, I feel like I'm so random with everything that I'm sharing. I don't really have a content strategy. I don't know what I'm doing, danielle. Don't worry. I totally have been there. I've been in that scenario before. And one of the reasons that I felt that I didn't really know what I was sharing or felt a little bit random is because I was a people pleaser.
[00:07:54] Now I'm still a people pleaser, but I'm a recovering people pleaser. And so I have gotten so [00:08:00] much better at really creating content that not only resonates with my ideal clients, but also that resonates with me. That feels authentic to me. So when I was starting this community, I wanted everyone and their dog to love me, right?
[00:08:17] And maybe you can relate to this I wanted to please everyone. And so when someone mentioned that they wanted me to do an event on health and well wellness or on, you know, blogging or influencer marketing or writing a book, or, uh, you know how to build your business as a mom, like I would just say yes, I was like, yes, yes, yes. Okay. Let's do it.
[00:08:39] And I would create these events based on what other people were telling me what to do. And I was not at all clear on who my target market was. I also wasn't clear on what were the key pillars of our brand? Like what were the key things that we were gonna talk about as a [00:09:00] brand and how were we gonna get super, super clear on.
[00:09:03] You guys, I hosted a mompreneur event years before I was a mom. Like why, why was I doing that? I have no idea. It was because I was trying to please everyone else. And now looking back on it, I realized that we could have grown our brand so much bigger and so much faster if we would've niched down and really gotten clear on what our brand values were, what our mission and vision was, what our brand pillars were.
[00:09:30] It wasn't really until a few years into the business that I really started to niche down, figure out who my ideal clients and ideal customers were, and you guys, I'm still on that journey. Even seven years after this business started, I'm still on that journey of getting more and more and more clear on who we're serving and what we're sharing as a brand.
[00:09:52] So one important thing that I want to note is that you're always gonna be continuing to get more and more clarity. [00:10:00] So don't let the lack of clarity hold you back from taking action, right? Because there's a fine line between, you know, holding yourself back and being like, oh, I have to be so, so clear before I even start or before I even launch this business into the world.
[00:10:15] And, you know, you can have a little bit of clarity or you can have an idea and you can get more and more clear as you go. So here's where I would start. Now, this is something that we dive really deep into in action takers club. We talk about finding and really understanding your ideal client. And this comes with actually talking to them, right?
[00:10:37] So interviewing your ideal clients and ideal customers. So, if you don't know who your ideal customers and clients are, that's okay. Start with people that you think you might wanna be working with, or you might want to be your ideal client and then go from there. So, like I said, we have an in-depth training on this inside of action takers club, so if you want the in-depth training, jump on in there, [00:11:00] and we give you the exact questions that you can actually ask, but basically what you're gonna do ius you're gonna get to know them on a deeper level.
[00:11:06] And you're gonna ask specific questions that are gonna allow you to understand what their biggest frustrations are when it comes to your product or service, what are their biggest frustrations? What are their pain points? And then also on the flip side of that, what are they passionate about? What lights them up, what gets them up in the morning? What are their big desires and goals and dreams?
[00:11:29] Now you might think like, Hey, this is going really deep for, you know, what, if I'm selling, jewelry or what if I'm selling clothing? Like, do I really need to know all of their pain points? The answer is yes. It is. Because the reason for it is because you wanna be able to speak their language, right? You want to speak to them and the content that you create, you wanna make sure they feel like you fully understand them, you understand their challenges, you [00:12:00] understand their frustrations, you understand their aspirations and their goals and what they want their life to look like, because ultimately that is what's going to drive them and encourage them to choose to invest in your product or your service.
[00:12:16] So those questions that you're gonna ask, and I highly suggest asking at least five people, so you're gonna do interviews with at least five people. Again, we have a whole process for this, where we go through how to ask people how to find the right people to ask all of that inside of action takers cloud, but you're gonna in interview five people minimum, right?
[00:12:35] And then what you're gonna do is you're gonna actually transcribe those conversations and you're gonna have those help you create your content. And with those questions, you are gonna be able to brainstorm and come up with your content pillars. So basically what content pillars are, it's the four to five things that you are gonna be sharing about through your content on a consistent [00:13:00] basis.
[00:13:00] What I would do is I would do a huge brain dump of all of the ideas that you have. So this could come from your interviews. This could also come from things that you personally wanna share about, and you're gonna get all your ideas onto paper. And then what you're gonna do is you're gonna organize them into categories and then break those ideas down.
[00:13:20] So I'm gonna give you an example. So maybe if you have, let's say you have a skincare brand, some of your pillars might be skincare, tips, nutrition, self care, maybe mindset, or, and mental health. Okay. So those are your main pillars. Now underneath those pillars, you're gonna brainstorm subcategories or sub ideas that you can then turn into blog posts or YouTube videos or podcast episodes, or content for your social media, et cetera.
[00:13:54] This is something that we actually teach in action takers club. You're also gonna wanna make sure [00:14:00] that within those topics of your blog posts, your, you know, YouTube, social media, whatever it is, you wanna make sure that you are actually using the proper keywords. So the keywords are gonna be the language that your ideal client is using and searching for, right?
[00:14:15] So you need to actually use their language, not your own language. And I see this a lot with experts in specific industries says, let's say you are a sEO expert, right? And you're using all these terms and these, you know, things that you are so knowledgeable in, but to your ideal client, it's going directly over their head.
[00:14:36] They have no idea what you're talking about because they don't have experience in your industry. This could also happen maybe in the health industry, right? You have certain terminology, you have certain words that people use within your industry. But the problem is, is that your ideal client doesn't actually really know what you're talking about.
[00:14:57] to them, they would describe [00:15:00] their pain points and their desires in a totally different way. So that's why it's so incredibly important to do these interviews, to get super clear on who your ideal client is, and then also use their language in your content so that it's actually, it feels like you, you are connecting to their heart and you're connecting, um, with them on a deeper level instead of connecting with them as an expert, who's like way above them. That's not what you wanna do. You actually wanna come to them and be at their level, right?
[00:15:31] Let me give you another example of content pillars. So for this podcast, we did a bunch of interviews. We actually did these right when we started our podcast and we recently just redid these interviews. So I encourage you do this every three to six months. You guys, because your brand is always growing and your ideal client is also potentially changing. So continue to update this, continue to go back to this.
[00:15:57] So right now our [00:16:00] pillars are these: so one is business growth strategy. Two is passive income. Three is productivity and time freedom four is community and collaborations and five is growth mindset. So all of the different topics that we talk about on this podcast are somewhat related to these five content pillars. And also, this is what we talk about on our social media pages. As I shared in the episode last week, really our social media platforms are just repurposed content from our podcast.
[00:16:35] So the great thing about that is that we just have to have content pillars for the podcast and then it's, the same across all channels. So our podcast, our blog, our email list, as well as our social media. So, what I recommend when it comes to keeping track of all of this is I personally use a program called MindMeister.
[00:16:56] I heard about this from two other podcasters that I listen to, [00:17:00] Steph gas and Chelsea Joe. So thank you ladies, for introducing me to this amazing program, basically what it does it is it allows you to create these mind maps. And you can visualize and get all your thoughts out on the, on this program.
[00:17:16] And you guys, I love using this tool so much. You can also use something simple, like Google sheets or a Google doc, and just kind of brainstorm there. I actually have a Google sheets and Google doc as a backup as well. So I copy over all my ideas from MindMeister once I've done my brainstorming and I copy it over to Google sheets, but MindMeister lets you kind of see it and it, and it's a really cool way to kind of bubble out your ideas.
[00:17:40] This is also a really fun exercise by the way, this brainstorming. It's really fun to do with someone else. So ideally with someone who has a business mind, or someone who maybe is in a similar industry, Or potentially someone who is your ideal client. So do it with someone, make it fun. I [00:18:00] love doing this with my clients and brainstorming ideas with them. It is so much fun.
[00:18:05] Okay. The next step after this is after you create those pillars, you're really clear on what those different topics are. Now. It's time to actually batch create them and schedule in when are you going to actually create those pieces of content. So what batch creation is, if you haven't heard of it before, basically, it's you choose either a day of the week or a day of the month, where you have a big chunk of time where you are just creating content. So again, this could be once a month, this could be once a week, this could be even once a quarter, if you get really good at batching.
[00:18:44] And the great thing about this is, you just get into that creative zone and you can just literally batch create several, either blog posts or podcast episodes, YouTubes, whatever you are creating when it comes to [00:19:00] your content and you create it in one go.
[00:19:03] now I did this really well before Rosie was born, actually with this podcast. I batch recorded a bunch of different episodes and then I actually released it and I was releasing it like six months after I had, which was so incredible. So I could be spending quality time with my little Rosie girl when she was born and I had episodes of the podcast releasing that were batched before. So that is something that I wanna really encourage you to do. This is not only such an effective way to do it, but it's also so much less stressful than trying to create content on the fly when you just feel uninspired.
[00:19:41] So now when it comes to creating the actual content. I want you to make sure that the content that you're creating is actually super valuable and it serves or educates or inspires or entertains your ideal clients and customers don't hold back on your content. I [00:20:00] know that a lot of educators will say like, oh, only share these types of pieces of information or, you know, hold back on your really great information and all of that so that it, you know, makes people wanna work with you, whatever that looks like.
[00:20:14] Personally, I don't believe in that. I am definitely an open book when it comes to the content I created and I wanna make sure it's as educational and helpful as possible. And I don't wanna create fluffy content that doesn't actually make an impact. So my thought process on this is that you wanna nurture your audience. You wanna build a relationship and you wanna build the know, like, and trust factor with your audience over time. And this is why I'm such a huge fan of long form content.
[00:20:44] So if you didn't listen to last week's episode, basically long form content is things like a blog, YouTube or podcast. Because social media is just basically short snippets of content, right? I know that sometimes you can do like live videos [00:21:00] or other things that are a little bit longer form content on there. However, when I feel like I'm serving my community best, it's through the podcast, through our blog and then through our email list. And that's where I truly love to hang out, social media is just kind of a bonus for me.
[00:21:14] And the mindset that I have around this, around creating incredible content and creating really valuable content, is that I know that there are people within this community who are listening to this podcast, and some of you are gonna take in this podcast, you're gonna get what you need from the podcast and you're gonna go ahead and implement it into your own life.
[00:21:34] However, there are some of you who I know you wanna go deeper. You want that accountability. You want that in depth strategy, you want that coaching. You want that support in what you're doing and you want that tactical help and feedback on your business ideas.
[00:21:53] And so that's why you are actually going to take that next step and you're gonna join action takers club. You're gonna join our [00:22:00] mastermind, or you're going to sign up for coaching. And so don't hold back in creating really awesome content for your community. If you are a service based entrepreneur, that means sharing resources, education tips, whatever that might be. If you're a product based business, often that's going to be sharing really entertaining content or helpful content on how to use your products as well, right?
[00:22:24] So it really depends on what you're selling, but don't hold back on your community, share this free content, because that is where you are going to be able build that trust factor with your audience, and they're gonna wanna buy your products and services because they connect with your brand. They connect with you and they wanna work with you, or they wanna support your specific business, right. So that's what I would encourage you.
[00:22:48] And then the next step is then to create really strong calls to action. So I feel like this could be a whole other episode. So I'm gonna go quickly through this and maybe I'll just create another episode that's [00:23:00] specifically on calls to action. But basically what this is, is you want to allow your ideal client or your ideal customer to take that next step with you. So that could be joining your email list. It could be a call to action to send you an email or, or send you a direct message. Maybe it's filling out a form or going to your website, or it could honestly, the call to action could be directly to your sales page.
[00:23:24] It's driving traffic and actually converting the people who are in your audience, consuming your content, then converting them to customers and converting them to clients. Now, depending on what your product or service is and what the price point is, this sales process could be super short, right? This could happen within a few days or maybe even they find out about your products, they've been looking for it, they've been Googling and they're gonna buy right on the spot, right?
[00:23:50] However, this could be a long process. It could be where someone starts to follow your content and maybe get on your email list, and [00:24:00] then three months, six months, two years later, they decide to buy from you. So don't be discouraged if you're not seeing the results right away, keep planting those seeds, keep providing amazing content and you'll start to see the ripple effect start to take place.
[00:24:17] I hope that episode was helpful. That's all I have for you today. I really hope you enjoyed this. I hope you took a lot of notes and I hope you implement some of these things so that you can start to see your content converting into profit in your business. To end off this episode, I have two options for you.
[00:24:35] If you are at the beginning stages of your business, and you're wanting to learn more about how to grow a profitable business without working around the clock. I want you to go to businessbabescollective.com/masterclass and get access to our free class. It is amazing, and you are going to have a totally different perspective when it comes to scaling your business to the next level.
[00:24:55] If you've been in business for a while, You're ready to surround yourself with inspiring business [00:25:00] women and you're ready for that custom one-on-one support and people around you who can encourage you and support you to really scale your business over the next three to six to 12 months, go to businessbabescollective.com/mastermind and get in your application.
[00:25:17] I am so excited to connect with you more on our next episode of the podcast on Thursday. So I hope you have a great couple of days. We will see you very soon. And if I can ask you guys for a favor, if you got value from this episode, could you text it and share it with a friend? I would love if you would just share it with someone who, you know, could get value from it as well.
[00:25:41] This is a great way that we can reach more people. Another way you can share it is sharing it on Instagram or sharing it somewhere on social media and tagging me. You can tag me @danilivinglife or @businessbabesco, or you can share it on both or you can tag me on both. I will send, send you a personal thank [00:26:00] you. And I will repost it on my stories and connect with you there. So I hope you have an amazing rest of your day and we'll talk to you very soon.
[00:26:07] If you love this episode, make sure you screenshot, post, and tag us on Instagram @businessbabesco. Want to know when the next episode goes live? Subscribe on your podcast app, and while you're there, give us a review. Until next time, keep dreaming big, setting goals and taking action.