Roughly 90% of Shft's revenue comes from my content — LinkedIn, this email, blog posts, and YouTube.
That didn't happen by accident.
I didn't just be myself into it. I didn't share vulnerable stories to get there. I didn't spend years testing content and messaging.
There's one thing I did that's driven revenue for the past 6 years:
Map my content to the buyer's journey.
It's something I do for my clients, too.
Your ideal customers are in different stages of the buying journey.
Statistics tell us that 95-97% of your ideal customers are not actively searching for a solution right now. They might not even know they have a problem.
Yet, most founders structure treat their content as either a sales tool (targeting only the 3% who are in market) or as their personal journal (sharing "vulnerable" stories no one cares about).
That's not going to get people to buy.
If you want to create content that actually drives revenue, map it to the buying journey.
Here's how ↓
Know the Buying Journey
When I say "buying journey," I'm not referring to the channels your ideal customers use to find you.
The buying journey is more about awareness — how aware your ideal customers are about their problem and your solution.
Forget top of funnel, middle of funnel, or bottom of funnel nonsense.
People don't buy in funnels.
They buy from you based on how aware they are of you and how your solution helps them.
This is the buying journey to focus on:
- Unaware: oblivious to the problem and their need to solve it.
- Problem Aware: aware of and frustrated by the problem, but unaware of solutions to fix it.
- Solution Aware: actively seeking and exploring solutions.
- Service Aware: sees your service as a solution, but needs to know more.
- Most Aware: educated on your service and ready to buy.
- Advocate: purchased and referred you to others.
Creating content for each level of awareness will draw prospects closer to you.
Awareness Level Content
So, what type of content should you create for each level of awareness?
Here's what I teach my clients ↓
Unaware
Create content brings awareness to your audience's problem:
- Share the symptoms of the underlying problem
- Talk about your audience's frustrations
- Share how normal isn't healthy
- Counter long-held beliefs
Problem Aware
Create content that links your service as a solution to their problem:
- Share how you've solved those problems for clients
- Educate your audience on what your type of solution does
- Share how other services aren't really solutions
- Share your unique point of view
Solution Aware
Create content that positions your service as a solution:
- Share what you actually do
- List out what's included in your service
- Share client success stories and testimonials
- Share your unique methodology
Service Aware
Create content that explains your solution:
- Give a sneak peek into your deliverable
- Share case studies from successful clients
- Explain your process and why each step is important
- Share your unique methodology
- Create comparison pages on your website
Most Aware
Create content that compels people to buy:
- Explain what happens when your audience waits
- Share your onboarding process
- Share the time required for your clients
- Share case studies
Advocate
Create content that positions your clients as heros:
- Share a client's wins (or repost their content)
- Talk about your referral program
- Tag clients in posts
Create a Content Mix
Start by creating a mix of content across each level of awareness.
There is no right or wrong way to do this. It all comes down to how well you know your ideal customers.
That being said, I recommend starting with this mix:
- Social Media: Unaware, Problem Aware, Solution Aware
- SEO (blogs/YouTube): Solution Aware, Service Aware, Most Aware
- Email: Solution Aware, Service Aware, Most Aware, Advocate
- Videos (YouTube): Problem Aware, Solution Aware, Service Aware
- Web Pages: Solution Aware, Service Aware, Most Aware
- Lead Magnets: Problem Aware, Solution Aware
Focus on that mix to start and adjust as you see what's working and not working.
Turn Your Brand Into Content
Your content is an extension of your brand.
It should help people feel the unique value they can only get buy working with you and your team.
That's why we create a Content Awareness Map for our clients — helping them know what type of content to create that will drive revenue.
Turn your content into a revenue driver.
See how our Onlyness Brand System can help.
Until next week,
#SassyJason out.
✌🏼
PS - We're only taking on 6 more clients this year, building out their brand strategy, marketing strategy, and content strategy to position them as the ONLY choice. Get the details and book a call today.
