Janet Murray is the Queen of Courageous Content. This week she's back on the show as our first returning guest - talking about how to come up with content ideas to promote your products and services. So, are you ready to find out how to create courageous content, with the amazing Janet Murray?
Grab pen and paper (or whatever you make notes on) and get ready for this. There's some awesome stuff in this episode that you just don't want to miss!
SOME EPISODE HIGHLIGHTS:
(2:13) How Rob REALLY feels about Email Marketing Wednesday!
(3:00) Did Janet think her car had been stolen (but something else really happened)?
(5:18) How does Janet create so much epic content so easily?
(7:38) Always start with what you're selling - your products or services.
(9:00) How to look at the bigger picture first and then break it down.
(11:56) Why you should always start with the end in mind.
(13:10) Janet's framework for courageous content creation.
(20:36) How to use awareness days to come up with courageous content ideas.
(27:12) What percentage of our content should be sales content?
(30:10) Subject line of the week with Janet Murray.
How does Janet create so much content so easily?
Creating tonnes of amazing content is what Janet does best. It's what she's known for. But how does she do it so well and so easily?
Well, first of all, Janet says she enjoys it - she loves creating content. And that's got to make a difference, right? But she's also so good at this because she has a background in journalism. And when you're a journalist, she says, you can't just say you have no good ideas for a piece. It just doesn't work like that! So in her previous career, Janet came up with processes and systems to ensure that she'd always have content ideas to pick from. Isn't that clever?
So what are some of these amazing strategies that Janet uses to come up with courageous content?
Always start with what you're selling
The first thing that Janet recommends (and something a lot of business owners don't do) is to start with what you're selling. So every year Janet works out what she's going to be selling over the upcoming year. She calls this 'overhead planning', and she teaches her clients this exact method too. Except that some of them struggle with this. And when they do, Janet says, it's because they have a business problem, rather than a content problem. Why? Because, quite simply, if you're a business owner and don't know what you're selling in the next 3-6 months or over the next year, do you really have a business? (Something to ponder here!)
Thinking about what you're going to be selling in the short to medium term allows you to look at the bigger picture - at the 'wide shot view' of your business. And once you have that, you can then break that down into quarters, then months, then weeks. This is where planning your content becomes a lot easier to do. It's also less overwhelming than doing what Janet calls 'linear planning', where you look at the month ahead to work out what you're going to share on a daily basis. Overhead planning also gives you plenty of time to get organised to ensure you're able to create the right type of content.
Isn't that super cool? For us, it's a bit like when we try and teach our members to write email subject lines. A lot of people focus on trying to come up with interesting and engaging subject lines before they've even worked out what the point of the email is going to be. Starting with the end in mind is a lot easier. Once you know what the email is all about, writing the subject line is a walk in the park!
A 4-step framework for courageous content, with Janet Murray
According to Janet, a lot of entrepreneurs create too much content, which is part of what makes the process so overwhelming. This is why Janet thinks it helps to have a structure, and on this note, she's created a framework based on 4 different types of content: