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Driver of Change (DoC) Model

Before After

What are your readers going through?

What do your readers feel?

What thoughts run through their minds?

List 5-7 content buckets that serve your blog’s purpose.

Content Buckets/Categories

1 3 5 7

2 4 6 8

Pick 3 Categories from the list above. Copy them below. For each category what sub-categories can you come up with? Remember to ask yourself “what does the reader need to know to be well-versed in this category.”

Category 1: Category 2: Category 3:

Sub-Category

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Category: 1 Blog post !"e 1

Sub-Categories

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2

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Now you’re ready to flesh out your blog post ideas. Copy the category and sub-category from the above page.

Pick one sub-category and break it down into blog post ideas.

Remember to ask yourself “what does the reader need to know to be well-versed in this sub-category.” Don’t overthink the process. Your titles do not need to be refined at this stage. You can always refine and critique your ideas later.

Repeat the process for each category and sub-category.

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Name of Product

What core problem does the product solve?

Attention Posts

What’s the promise of your product? Interest

What does someone need to be aware of before purchasing your product?

Desire

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Name of Service

What core problem does the service solve?

Attention Posts

What’s the promise of your service? Interest

What does someone need to be aware of before hiring you or engaging your service?

Desire

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Define Your Brand Voice

Attribute Markers Do’s Don’ts Special Expressions

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SURVEY QUESTIONS

If you plan on doing a survey or 1-1 interview with your readers, here are some questions to get you started. Remember to include prompts when you send them out so that your target audience will understand the questions better.

1. If I wave a magic wand, and there’s one thing I can do for you, what do you need help with?

2. What is one thing you want right now which will make your life better?

3. If there’s one blog post that I can write about to help you, what would that to be?

4. If there’s one course or product that you really need what would that be?

5. If I could create 1 course/product that could solve your problems regarding <insert your topic e.g. parenting, traveling, eating healthy, blogging> what would that be?

6. What hopes do you have for the future?

7. What do you have trouble figuring out right now?

8. What are the 3 most important values in your life? (e.g Freedom? Honesty? Courage?)

9. What do you struggle with the most?

10. What fears do you have with regards to your life? 11. Who are the 3 most important people in your life?

12. What are your considerations before buying <type of product/e-course>

13. What do you want to achieve in the next year?

14. What do you want to achieve in the next 3 years?

15. Which social media platforms do you use?

16. Which social media platform do you spend the most time on? 17. What is stopping you from achieving your dreams?

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YOUR IDEAL READER DISCOVERY EXERCISE

1. Are they male or female?

2. How old are they?

3. Single?Married?

4. Kids?(how old?)No kids?

5. What do they do for work?

6. Where do they live?

7. What worries do they have?

8. What are the three things they fear?

9. What are they frustrated with?

10. Where does she hang out on social media?

11. The most important things in her life?

12. What they want to achieve in the next year?

13. What they want to achieve in the next 3 years?

14. What does her/she believe is stopping her?

15. What are her values in life?

16. What TV shows/movies might they watch? 18. What websites do they frequent?

17. Why will she want to visit your site?

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DESCRIBE YOUR IDEAL READER IN AS MUCH DETAIL AS POSSIBLE

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SMART BLOG POST CHECKLIST

HEADLINE

Is your headline clear? Does your headline only talk about 1 main idea Is it clear what your headline is about within 10 seconds of scanning Is it clear what you want your readers to achieve or obtain from your headline

Is your headline specific E.g Numbers, Percentages, minutes, hours, days

Take X minutes to get started with [blank] X Questions Answered About [blank] How I got X subscribers in [time period]

Does your headline communicate a benefit or promise? How You Can [desired result] Almost Instantly The Quickest & Easiest Way To [desired result] Increase Your [desired result] In [time period]

Does your headline use adjectives? E.g. Free, easy, painless, essential, clever

The Quickest & Easiest Way To [desired result]

Does your headline evoke an emotion? E.g. Fear of losing out, wanting to achieve happiness, fear of failure, wanting results, wanting to be loved or liked

Do You Recognize the [number] Early Warning Signs of [blank]? X Shocking Mistakes Killing Your [blank][blank] May Be Causing You To Lose Out On [desired result]

Did you run it through a headline analyzer?

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INTRODUCTION AND BODY

Did you include a hook? A hook is a compelling statement or paragraph in the introduction of your blog post. It grabs the reader by the throat and urges them to keep reading.

Here are four examples of hooks you can use:

Ask your reader a direct question What if you had 10 extra hours a day? How would that work for you? Would you spend more time with your family? Write a book? Or focus on a side-hustle you’ve been itching to start?

A shocking statistic Did you know that 80% of daily blog visitors are new? Did you know that once you accumulate 51 posts, blog traffic increases by 53%

Showcasing a benefit or an end result Imagine having 100,000 daily page views. Imagine clicking send and seeing the sales pour in

Sharing your personal story with a cliffhanger I had 3 failed businesses by the time I was 35. I was on the verge of a mental breakdown. And my marriage was in shambles. But I was able to recover my losses, tripe my profits and pull my marriage back from the slumps within a year by making a single powerful mindset change . Let me explain…

Are your subheads interesting? Good subheads have 1 or more of the elements below:

Curiosity Surprise Personality Emotion

Did you use ‘YOU’? Writing with ‘you’ focuses on the reader. The reader is engaged. The reader has a reason to stick through the length of your posts because you are writing for her. The reader starts to trust that you care.

QUICK TIP:

Once you’ve written your blogpost, isolate your subheads and and see how they fare against the 4 elements above. At the very least, your subheads should evoke curiosity.

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Have you included trigger words? These are words which are powerful. Words that persuade the reader. Words that get your posts read.

Have you used contractions?

Do you not (Don’t you) want to connect with your reader?

This is not (isn’t) a fail-proof strategy.

It is (it’s) amazing how a simple tweak can turn your writing around.

Did you start your sentences with And, because, but? Use them. It feels weird at first

They keep your sentences short and give your reader breathing space.

Have you asked questions?

Questions engage your reader. Ask the right questions and your reader nods and agrees with you.

Have you killed passive voice?

Have you included links, screenshots to back-up your claims?

CONCLUSION

Does your conclusion inspire and ease their woes? Here’s what you can do to inspire and ease their woes in 4 quick steps:

Remind them of the first step they can take Give them confidence to implement 2-3 tips at a time Nudge them to your content upgrade if it makes it easy to implement the steps Show them how amazing the end result can be

Are your last few sentences memorable?

SOURCE: http://smartblogger.com/email-promotion/

You, Their Name, Because, Yes, Win, Stop, How, Instantly, Today, Everyone, Want, Easy, Discover, If, Worse, P.S (Postscript)

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Memorable sentences: Rhyme Use repetition Use the power of three Use sound bites

Start by trying to implement the rule of 3. Our brains understand, process and remember anything in 3’s.

Here are some examples: Just do it. Ready. Set. Go! Blood, Sweat and tears Past, present and future

Did you include a call to action? What do you want your readers to do? Download your content upgrade? Make a comment? Share your article?

Adjust your call-to-action based on the type of post you create but have one!

Did you keep your conclusion to 200 words or less? Your conclusion shouldn’t include any new point or information.

It closes the loop, inspires and is short. Try to keep your conclusion to about 3 paragraphs or 200 words.

FORMATTING

Did you add click to tweets and social share buttons?

Did you add related posts? You want your readers to stick around, click and keep reading. Add related posts at the bottom of your blog posts to serve up relevant content.

Did you format your post for scanners? A scanner protected post:

Includes sub-heads every 3-4 paragraphs Keeps paragraphs 3-4 sentences long Is generous with bullet points

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Does your blog post follow your content style guide? Are your headlines and subheads presented in the same way across your blog? Are you consistent with the way you present your numbers (one or 1)?

These are minor things which add up to the whole branding experience.

Did you link to older posts which are relevant? When you start to blog for sometime, you can lose track of your older content.

You need to put in place a system to capture your old content and keywords that go with each article.

VISUAL

Is your image synchronous with your brand? Brand Consistent Images: Follow a certain mood/theme/colours Have 1-2 fonts Have a clear logo or website name displayed

Are your images optimized for social media?

Use predefined image templates for different social media.

- 1280x720 (Google+, Twitter, Facebook, LinkedIn) - 735x1102 (Pinterest) - 900x900 (Instagram)

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SEO YOUR CONTENT

Include your top keyword in your Title tag.

Write a Meta Description of up to 130 characters.

If you have the Yoast SEO plugin installed, you will see a box of options underneath your post in WordPress. To change the meta description, simply press “Edit Snippet” and type in your description. Follow the guidelines gives by YOAST and if you get an orange or green light you’re good to go.

Use short URLs for your pages with target keywords.

Include your top keyword several times in your content. Add them to your intro, conclusion, and one to two times in the content body and subheadings (H2, H3).

Add outbound links to authoritative resources. Don’t be afraid to link to external content sources and influencers.

Write a unique image description in ALT for at least one to two of your first images.

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EMAIL TEMPLATESHey [name],

Hope all is well!

I was searching for some information about Guest Posting when I came across this article [LINK], a post that you previously shared on twitter.

Amazing content!

It’s funny, we recently published an article entitled [your content] that I think you might find interesting.

If you find our post interesting, you can also share it using this handy click-to-tweet link

[insert click-to-tweet]

Do you have any content that you would like us to share too? Just let me know! We are also open for collaboration on other opportunities :)

[your sign off]

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Hi [Influencer's first name],

Hope things are going well.

I’m [your name] from [your brand].

Just wanted to let you know that I’ve enjoyed reading your blog and learnt a lot about [mention specific topics/articles].

I have a new blog post on [enter title]. I mentioned your [blog post/ quote] from [blog article source].

If you have a minute, would love for you to share your thoughts on the article. I appreciate your work and wanted to drop a note to let you know that I do.

Take care.

[your sign off]

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TOOLS TO MANAGE AN EDITORIAL WORKFLOW

Content organization Workflowy Coggle Mindmeister Skitch

Headline Analyzers and Generators Co-schedule Headline Analyzer AMI Headline Analyzer Portent’s Content Idea Generator SEOPressor’s Blog Title Generator Tweak Your Biz Title Generator

Keyword and content optimization tools Yoast SEO Ubersuggest, Keyword Tool and Keywordshitter are other tools to help you with keyword research. StoryBase

Editing Hemingway App Grammarly

Visual Marketing Canva BeFunky

Distraction Free Writing Inbox Pause Rescuetime StayFocused