Every industry has a core set of evergreen topics that all customers research. Create. 5 topic categories to cover these
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ultimate content creation
CREATE 1 YEAR OF CONTENT IN 1 HOUR
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Content Calendars are indispensable for planning and creating great video blog content at scale. The problem is that most people create a monthly calendar, usually a spreadsheet with 4 topics. After a few weeks, the calendar is forgotten and the team starts creating ad-hoc videos. After a few months, the process of creating new topics slows to a crawl. Traffic begins to decline as the lack of topics leads to sporadic publishing. You can prevent the content death spiral by locking in a year’s worth of topics – 52 videos published weekly. It sounds daunting but it’s easier if you use a framework. Let’s use a fitness trainer video blog as an example for working through the funnel.
Evergreen Topics Every industry has a core set of evergreen topics that all customers research. Create 5 topic categories to cover these topics. For our fitness trainer the topics are: 1
What is the best nutritional plan for busy professionals?
2
What type of workouts are best for different types of lifestyles?
3
What equipment is needed for an effective workout?
4
How to get started – Couch to Fit plans.
5
How to stay excited about working out.
Because evergreen videos are relevant for years, YouTube (and thus Google) tend to favor evergreen content that builds on-going user engagement. You can also refer new clients to these videos knowing that it will handle many of their basic questions.
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Client Specific Topics Review your ideal customer persona and select 5 questions they would have about your product or service. Let’s say that you’re a Fitness Trainer. After talking with your clients and prospective customers looking to hire a trainer, you identify these 5 questions: 1
When do I need a trainer?
2
What does a trainer do?
3
Do I need a gym membership or will the trainer come to my home?
4
How much should I expect to pay?
5
How long will I need a trainer?
Spend time refining these questions to specific topics that drive your customer’s buying process.
Use Questions To Inspire Relevant Videos Every topic needs to handle Why, What, and How questions:
Why: This area speaks to the emotional or logical benefit underpinning the topic. Many people hesitate to take action until they know why they should care. For example: Why do I need a trainer? Awnswers: 1
Trainer keeps you motivated
2
Trainer is cheaper than a gym membership you’ll never use
3
Trainer keeps you from getting hurt or overtraining
4
Trainer will get results faster
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5
Trainer will hold you accountable
Each of these answers are potential video topics. Brainstorm at least 5 answers for each of the 10 topic questions you’ve created. A quick math check shows that you should have about 50 potential video topics (10 topic questions X 5 answers for each question).
Two to Go Now you have 50 video topics answering your reader’s questions at each phase of their buying process. Evergreen topics attract them when they are gathering information. Client specific topics gets your business on their consideration shortlist. But, we have two more videos to go. I want to be thorough, so I suggest: Your Story: Tell your or your business’ founding story. Describe your values and what makes your business special. next…
Customer Story: Showcase a customer. Talk about their challenges and how your product or service helped them solve a problem. Create as many of these videos as you are able. These customer vignettes demonstrate your ability to deliver on your promises. They also help your customer imagine working with you.
Get It Over With Time to start brainstorming!
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ANY AND ALL IDEAS GO HERE! 24 Potential Titles The best nutritional plan for busy professionals? What type of workouts are best for different types of lifestyles? What equipment is needed for an effective workout? How to get started – Couch to Fit plans?
EVERGREEN CONTENT
EXAMPLE
Nutrition
Evergreen Category #1
Evergreen Category #2
1
Why is protein important when working out?
1
1
2
What affect does sugar have on the body?
2
2
3
How important is nutrition for weight loss?
3
3
4
How often should I eat?
4
4
5
What foods should I eat?
5
5
Evergreen Category #3
Evergreen Category #4
Evergreen Category #5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
TARGETED CONTENT
EXAMPLE
Target Content Category #1
Why do I need a trainer?
Target Content Category #2
1
Trainer keeps you motivated
1
1
2
2
2
3
Trainer is cheaper than a gym membership you’ll never use Trainer keeps you from getting hurt or overtraining
