Content Into Cash: How to Leverage Content to Attract Clients, Streamline Workflow, and Increase...

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn

Content to Cash With Jennifer Bourn

How to leverage content to attract clients, streamline workflow, and increase profits.

Copyright © 2014 Bourn Creative, LLC. All Rights Reserved. | www.bourncreative.com | @bourncreative | @jenniferbourn

It Seems Like Everyone is Talking

About Content



Is Content Really King?



Interpretation of strategy is wrong

Chatter is True, But…



Believing You Must Always Create Something New

The Problem


Do More With What You Have

Stop creating new content. Start repurposing, reusing, and recycling.


Strategies for Busy Business Owners

(Not Copywriters)



No one can hire you, buy from you, or learn from you if they don’t

know you exist.


Not sure what to say or write

Problems With Blogging



Write about what your prospects are looking for


Who am I to write about that?




Your perspective & opinion is valuable


They already wrote about that




Your audience doesn’t know who THEY are


I’m not confident in my writing




The more you do it, the better you’ll get


STEP 1:

!   Gather a really big list of sample headlines

Headlines Exercise



STEP 2:

!   Quickly scan list

!   Find a headline you like

Headlines Exercise



STEP 3:

!   Write as many headline ideas as you can

Headlines Exercise



STEP 4:

!   Note key ideas and topics

!   If a number, list each number

Headlines Exercise



!   Do it fast, without self-editing

!   Skip a headline that doesn’t give you an idea

!   Set a timer. Challenge = 52 headlines

!   Include a call to action

Headlines Exercise


!   Publish new post per week for a whole year

!   52 new opportunities to be indexed by search engines

!   52 new opportunities to be found online

52 Headlines


Download 200+ Fill In The Blank

Headline Formulas


!   Write one core article

!   Do your home work and put in the effort

!   Must be awesome

!   Edit for specificity

Turn One Headline into 30+



!   Are You Struggling With How to Make More Sales Online

!   How to Make More Sales Online In Six Easy Steps

!   What Every Business Owner Needs to Know About How to Make More Sales Online

!   3 Easy Ways You Can Learn How to Make More Sales Online

!   New Rules About How to Make More Sales Online

!   How Artists Can Make More Sales Online In Five Easy Steps

How to Make More Sales Online


Get All 30 Sample Headlines

to Model


!   Easier to edit than create new

!   Custom tailor content to a niche

!   Provide greater value

The Idea Behind Repurposing



You should be doing video. Yes! What can I create!

You should be doing teleseminars. Yes! What can I create!

You should be writing ebooks. Yes! What can I create!


Change The Question

Stop asking “What can I create?”


Instead Ask…

What can I reuse and repurpose?

What can I expand on?

How can I turn my content into valuable tools and resources?


Different People Learn In Different Ways

Repurpose Content in

Different Formats


Example: Blog Posts to Ebook


Example: Blog Posts to Home Study


Take it Even Further


But I hate writing!



!   Using your own words

!   Faster and easier to speak thoughts

!   Eliminate self editing

!   Delegate and get help

Start With Audio



Switching It Up Using Content After The Sale

How to use content to improve your services and increase your profitability


!   Cut project management time in half

!   Speed up project timelines

!   Leverage automation

!   Better value and focus

Content Strategies, Repurposed



!   Streamline workflow

!   Create clear phases

!   Map out exactly what happens in each phase

Systematize The Process



Our process has three phases:

!   Planning: Client onboarding and strategy

!   Creation: Design and development

!   Marketing: I have a site, now what?

WordPress Site Process


Look at each phase and identify:

!   Repetitive needs

!   Repetitive tasks

!   Repetitive education

Assess Automation Potential



Create content to address repetitive items

Leverage automation tools to streamline

workflow and communication


Email follow up sequence triggered upon payment

!   Focus is to reinforce that hiring us is a great decision

!   Educate and prepare clients so they get the most our of our relationship

!   Help them get really clear on goals

Planning Phase


Email follow up sequence triggered upon design approval

!   Focus is keeping clients engaged

!   Get what we need with less back and forth

!   Avoid “I feel out of the loop!”

Creation Phase


Email follow up sequence triggered upon contract fulfillment

!   Focus is, “I’ve got a website, now what?”

!   Clients receive resources and value for 60+ days

!   Reinforce feelings of happiness over decision, increase referrals

Marketing Phase


The Big Secret? None of The Content Was New

All of the content was in some way or another used previously for something else


It doesn’t matter if:

!   The content was used before

!   The content is all on your blog publicly

The VALUE & POWER is in gathering, organizing, and making it easy to understand … in taking out the WORK.

Power of “EASY”


!   Demonstrate expertise

!   Share perspective

!   Get prospects to self-select

!   Know, Like, Trust, Convert

It’s All About Positioning



Questions? Go Ahead, Ask Me

@jenniferbourn @bourncreative +BournCreative facebook.com/bourncreative www.bourncreative.com

Content Into Cash: How to Leverage Content to Attract Clients, Streamline Workflow, and Increase...

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