narrate. A Creative Company. | Authority Content: Chiseling Away at the “Big Rock”
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09 Jul Authority Content: Chiseling Away at the “Big Rock”

This is the sixth post in a series of ebook excerpts from ”The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page

In order to give us three months worth of authority blog content, and to continue to drive interest in downloading this “big idea” document of ours, we are going to take excerpts from this larger piece of content, what we will call our “big rock.” By “chiseling off” one piece at a time, we can continue to release relevant content, and in each case invite the reader to download the entire PDF.

Pro tip: If you use Google Analytics, use the Google URL builder to put tracking code on each and every one of the links that you create in your inbound marketing funnel. That way, you can keep track of the “click path” that readers follow within your campaign, and measure the effectiveness of each step.

You’re going to give the entirety of this document away, in smaller excerpts. First, go through your document and decide on how many segments you can create from it.

Then publish “Chapter 1” with its own catchy headline, by taking the introductory section of your bigger idea and putting it out there as a blog post. This works because you are creating some interest in your idea, while leaving people wanting more.

The Magic is in the Boilerplate

In each excerpt, open and close each post with some boilerplate copy that discusses where the content came from, and invite visitors to read other excerpts or subscribe to download the entire PDF.

Eg. This is an excerpted segment of our “Practical Guide to Avoiding a Visit from a Plumber.” To download the whole Guide, start here.

Each blog post becomes a standalone complete thought, but is really just an excerpt of the greater piece. What we’re doing is generating both interesting discussion about your idea, and also generating interest in downloading the greater document.

Let’s say, for example, you’re able to divide your authority piece of content into 24 different sections or chapters. In that case, you have two blog posts per week over the next quarter, all of them laser-focused on your quarter’s big idea. Now you can publish two, pre-written blog posts a week. You can start to build a content calendar that includes the publication of these two blog post excerpts, and each one of those blog posts also contains a compelling call to action that will encourage people to proceed to subscribe to your list, and to download that document. That’s 24 pieces of content that we’ll also be promoting on our social channels, but we’ll get to that soon.

This is the sixth post in a series of ebook excerpts from ”The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page

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