The Content Marketing Toolkit

THE
CONTENT
MARKETING
Everything You Need to
Know to Write Killer Content
that Engages and Sells

INDEX
Content is King!
Planning Your Content
Your Audience Avatar
Purpose for Content
Delivery of Content
Deadline of Content
Writing the Content
Editing the Content
Naming the Content
Publishing the Content
Measuring the Content
Following Up the Content
Re-Package the Content
Templates
Recommended Reading
Contact the Business of Writing School
The Content Marketing Toolkit –
Everything You Need to Know to Write Killer
Content that Engages and Sells
2
(c) BusinessOfWritingSchool.com

CONTENT IS KING!
If you’ve ever had anything to sell or to do with
marketing, especially online marketing, you’ve
probably heard the saying by Bill Gates, ‘Content
is king!’.
Today’s marketers are in the constant hunt for
good content. They’re ravenous for it. Why?
Because good content generates leads, and leads
can significantly improve the chances of a sale.
The problem is, good content is as hard to find as
a truthful politician. Even with 60 trillion web
pages out there. What? Yes, that’s right, 60
trillion web pages and counting.
Yet that’s not so much of a problem if you don’t
need to sell a service or product, but what if you
do? What if you actually really need good quality
content to publicise your wares and don’t know
where to look?
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CONTENT IS KING!
“A horse, a horse! My kingdom for a horse,” said
Shakespeare’s Richard III. Maybe today’s internet
kings should say, “Content, content! My business
for good content!”
The reality to most entrepreneurs or business
owners, however, is that they simply don’t know
where to source good content. Or they don’t know
how to write it themselves. Or they know how to
but are simply too busy and time poor to do it.
Which can only be expected, especially when,
according to a recent Wells Fargo/Gallup poll, small
business owners work on average 6 days, or more
than 52 hours, per week.
What’s more, planning, researching, writing and
publishing good professional content is immensely
time consuming. So where does that leave the
business owner, marketer or entrepreneur needing
great quality content?
4

CONTENT IS KING!
Fortunately, we can now give you two immensely
valuable tools to help you do it. With the Write
Business Content Checklist and the Write Business
Content Template, you can now easily write great
quality content that:
• Engages your audience across multiple media
platforms
• Promotes your service, product or event
• Delivers your message on time every time
• Save you money and the hassle of paying
somebody else to do it (and get it wrong)
• Save you time and effort
• Improve your skills as a content marketer
Ready? Let’s get started…
5

PLANNING YOUR CONTENT
If you fail to plan you plan to fail, as the saying goes.
Creating great content is no different. Planning is
essential to its quality and its intended outcome.
Why? Because planning will identify the vital
elements that all great content is made:
1. WHO your content is for (your Avatar)
2. WHY you are creating the content
3. HOW you are going to deliver the content
4. WHEN you are going to deliver the content
5. WHAT your content is about (its specifics)
The Write Business Content Checklist and the
Write Business Content Flowchart helps you get
these 5 vital elements right, on time, every time.
With these 2 templates you can now plan and create
consistently great content whenever you want.
TOOLKIT TIP #1
Download your FREE
Content Checklist
HERE
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YOUR AUDIENCE AVATAR
Let’s now discuss each element on the Write
Business Content Checklist and how you can plan great
quality content for your chosen audience.
Which is the first item to address – identifying your
audience Avatar to whom your content is targeting.
According to Nick Psaila, business coach and author
of UPology, identify your audience Avatar by asking:
1. What does your customer think and feel?
2. What does your customer see?
3. What does your customer say and do?
4. What does your customer hear?
These questions should be asked in the context of:
1. Pain – What does your customer fear? What are
their frustrations? What obstacles to they face?
2. Gain – What are your customers’ wants and
need? What are their measures for success?
TOOLKIT TIP #2
Every Avatar wants to be Happy, to
feel Safe, to Belong, to have Peace
and to be Free.
7

PURPOSE FOR CONTENT
Now that your audience Avatar has been identified, the
next thing to plan is the WHY? What is the purpose for
your content? Why is your content needed?
The 2 main considerations for your content purpose
are:
1. Audience Avatar Needs (Buyers Rd)
Because you have already identified your Avatar’s
Pain and Gain, your content can now be developed
to overcome a fear or frustration, or to satisfy a
desire and fulfil a need.
2. Content Requirements (Sellers Ln.)
Is your content intended to sell or promote a
product, service or event? Is it simply to share a
message? Or is it to engage your audience Avatar
(e.g. on social media)? Is it to build an email list?
Consider this: Why leads to How leads to What – Your
purpose encourages the means in which to achieve.
TOOLKIT TIP #3
Your content purpose can be
found at the intersection of
Buyers Rd and Sellers Lane.
8

DELIVERY OF CONTENT
Now that you’ve identified who your audience
Avatar is and the reason to create your content, the
next step is to decide the medium through which
your content is going to be delivered.
There are many different ways to reach out and
engage your audience, including:
• Blogs, emails, newsletters
• Website
• Webinars and podcasts
• Social media
• Press release, media interviews, journals
• Public speaking, seminars, workshops, talks
Of course, once you’ve written your content, it can
be repackaged and delivered across a multitude of
different platforms. This ebook, though is focused
on delivering content through blog posts.
TOOLKIT TIP #4
The Write Business Content Checklist
and Content Flowchart can be used to
create killer content for ANY platform
you choose.
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DEADLINE OF CONTENT
Setting a timeframe to create and deliver your
content is just as important as the content itself.
Here’s an analogy for you. Have you ever heard of
Santa delivering presents on New Year’s Eve? Does
the Easter Bunny deliver Easter eggs on the
summer solstice?
No, they’d be out of business very quickly if they
did. Santa and the Easter Bunny consistently deliver
their content on a specific date each year. Everyone
knows when they will deliver, and they never fail.
Okay, so you might not be Santa or the Easter
Bunny, but you can definitely be as consistent with
your delivery as they are. How?
1. By setting a date, day and even hour by WHEN
you are going to have your content created and
WHEN it will be published and delivered.
2. By being accountable to deliver on time.
TOOLKIT TIP #5
Create a list of specific dates that your
Avatar will be expecting to receive
content from your business (Xmas,
Easter, Valentine’s Day, Mother’s Day,
Father’s Day etc.) and then deliver!
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WRITING THE CONTENT
Believe it or not, you’ve already gone a long way to
writing the killer content you intend to develop.
All that’s required is to tie these 6 important facets
together to clarify the concept you wish to promote:
1. Research, knowledge, statistics/facts on a topic
2. Illustrations and examples on your topic
3. Stories and/or parables to highlight or
emphasize your particular topic or fact
4. Famous quotes or sayings supporting your topic
5. Tools to provide solutions to problems or fulfil
the needs and desires of your Avatar
6. Call to action – motivate your Avatar to act
The Write Business Content Flowchart can save you
time and effort if writing content doesn’t come easily
for you. Much like putting jigsaw pieces together, it
slots all the necessary pieces of information you
need to create great content every single time.
TOOLKIT TIP #6
Download your FREE
Content Flowchart
HERE
11

EDITING THE CONTENT
A mistake most writers make is to think they’ve
finished after the first draft has been written.
Wrong. A diamond does not come out of the ground
cut and polished. Cutting and polishing has the least
expense of the whole production process, but its
where the value of a diamond is made, where it is
made to sparkle and shine.
Likewise editing and proofreading your content adds
significantly more value than the cost of doing it. And
the real cost of not doing it could be so much worse.
Ever red a prorly worrded sentens?
You get the point. Either edit and proofread your
content, or get someone else to do it. But just get it
done and you won’t live to regret not spending that
little bit of extra time in polishing your content.
Professional editors, proof readers and writing coaches
can also provide valuable feedback and advice on your
content’s structure, grammar, typos and tone.
TOOLKIT TIP #7
Quality content is not
complete until it’s been
edited and proofread.
12

NAMING THE CONTENT
Choosing a title is the next step in writing killer
content and the aim of the title is 4-fold:
1. To grab the attention of your Avatar
2. To tell the Avatar exactly what they can expect
to read/hear
3. To tell the Avatar what they can expect to gain
4. To grab the attention of Mr Google (i.e.
improve your Search Engine Optimization)
This is where keywords are vital. They are your
selling point, and they are determined by your
Avatar’s needs and desires. When you know what
motivates your Avatar, you will know what title will
attract them to read your content.
The Google AdWords Keyword Planner is a free tool
you can use to search for keywords and even
analyse historical statistics on particular keywords if
you need help in creating a title for your content.
TOOLKIT TIP #8
A good title reminds your Avatar of
what obstacles they may be facing
and how they can overcome them.
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PUBLISHING THE CONTENT
TOOLKIT TIP #9
Avatars love pictures and free things.
If you’ve written a blog, be sure to
add value with images, photos or
videos and a free give-a-way.
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The time has now come to publish your content.
Don’t be nervous. Don’t get stage fright. You’ve done
the hard work and your content will speak for itself.
You’ve planned the content, identified your audience
Avatar’s needs and desires, found your content’s
purpose at the intersection of Buyers Rd and Sellers
Lane, decided on your content delivery platform, set
and kept to a timeframe, written and edited the
content, and have an attention grabbing title with
keywords.
Everything is there. Don’t worry if it’s not good
enough. It is. It’s great. If you’ve done all those things
listed above, your content is already streaks ahead of
the pack. All you need to do is press the button and…
It’s done!

MEASURING THE CONTENT
So you thought publishing your content was the
end of it? Not quite. Especially if the purpose of
your content is as a marketing tool.
There is a saying in marketing that to measure is to
know. How do you know if your content has been
delivered to your Avatar (e.g. via email or blog)?
You measure it.
How do you know if your Avatar has read your
content? You measure it.
How do you know if your Avatar has responded to
your call to action? You measure it.
These 3 metrics are the most common and basic
Key Performance Indicators (KPIs). There are many
more, and the more you measure and test the
more knowledge you gain about your Avatar and
thus increase your ability to laser target your future
messages and killer content.
TOOLKIT TIP #10
Google Analytics is a free service that
measures and tracks traffic to your website.
Measure – Improve – Measure Again!
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FOLLOW UP THE CONTENT
Following up your content after it’s published is where
many of your leads and sales will be generated.
Which is why Measuring the Content is so important:
if you know which Avatar has been interested enough
to read your content or click a link, you can nurture
them with a series of automated emails/SMS etc.
Which is essentially what following up is – nurturing –
and it is as simple as:
1. Timing – Knowing the right time to follow up.
2. Tact – Knowing the right thing to say.
3. Tools – Knowing how you are going to follow up.
An example timeline of when to follow up can be seen
on the next page. Tips for good timing are:
1. Be 100% committed and sure to do it!
2. Be speedy but not needy (within the 1st hour!)
3. Be 100% sure to follow up more than once!
TOOLKIT TIP #11
Content marketing is like
hitting a golf ball: it’s the
follow through that really
matters in hitting your target.
16

FOLLOW UP THE CONTENT: TIMING
17

FOLLOW UP THE CONTENT: TACT
Nobody likes to be bombarded with a hard sell. It
feels like bullying, especially when you’re on the end
of it.
Imagine, though, engaging your Avatar and
empowering them to make a purchase decision
where they feel in control of their actions and
money.
This is where being tactful matters. Tact is the ability
to do or say things without offending or upsetting
other people. Being tactful with your Avatar makes
them feel good about themselves.
A tactful reply or follow up is therefore one in which
there is a win-win for everybody. If your Avatar feels
listened to and understood, they are more likely to
engage with you.
What’s more, businesses that nurture their leads
have up to 47% higher profit margins than
businesses that don’t.
TOOLKIT TIP #12
It’s nice to be important, but it’s
more important to be nice.
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FOLLOW UP THE CONTENT: TOOLS
After timing and being tactful, the third important
facet of nurturing your Avatar is using the right tools –
the how.
There are 3 nurturing tools any business can use to
improve their engagement and conversion rate:
1. Email – be sure to automate most email
responses to your leads. Even something as
simple as ‘Thank you. Somebody will contact you
shortly.’
2. SMS – nurturing your Avatar with text messaging
can increase your conversion rate by up to 40%,
and some studies show even more.
3. Telephone – calling your Avatar tells them that
you are serious about them; you want to connect,
you want to listen. And you are human!
When 80% of all transactions take 5 to 12 follow ups,
are you doing what it takes to nurture your Avatar?
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TOOLKIT TIP #13
Mail Chimp and YMLP are free
email services that track and
automate your email campaigns.

REPACKAGE YOUR CONTENT
So you’ve published your content, you’ve measured
your content, you’ve engaged and nurtured your
Avatar with 5 to 12 follow ups and generated a sale.
What next?
You do it all again!
This time a little bit differently, by re-packaging the
great content you have into multiple platforms –
same content, different delivery.
Fortunately, there are many different ways to reach
out, engage and nurture your Avatar, including:
• Blogs, emails, newsletters, website
• Webinars, video and podcasts
• Social media
• Press release, media interviews, journals
• Public speaking, seminars, workshops, talks
So go forth and conquer – Content is King!
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TOOLKIT TIP #14
Re-packaging is re-opportunity.

TEMPLATES
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Your Natural State of Being: Finding
Your Inner Joy, Peace & Freedom by
Scott Zarcinas
Read more…
UP-Ology: Getting Up From Life’s
Beatings by Nick Psaila
Read more…
The Invisible Organisation: How
Ingenious CEOs are Creating Thriving,
Virtual Companies by Mitch Russo
Read more…
RECOMMENDED READING
Media Talk: 35 Secrets You Need To
Know Before You Talk To The Media by
Tricia Karp
Read more…
The E-Myth Revisited: Why Most Small
Businesses Don’t Work and What to
Do About It by Michael Gerber
Read more…
Blue Ocean Strategy, Expanded
Edition: How to Create Uncontested
Market Space and Make the
Competition Irrelevant by W. Chan Kim
Read more…
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CONTACT DETAILS
If you require help with creating killer content
that engages and sells, be sure to contact us at:
Business of Writing School
10 Visa Ave, Skye, South Australia 5072
Tel: +61 (0)8 8431 4965
M: +61 (0)4300 36693
E: info@businessofwritingschool.com
W: www.businessofwritingschool.com
23

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