Episode 15: Making Your Content Marketing Plan The Bomb

06/23/20 • 6 min

As we continue to explore the role that content plays in a successfully scaling business, this week we chat about creating a solid content marketing plan. Without a clearly documented path, consider your content marketing strategy dead in the water.
In this mini-episode we take a look at what could be the missing piece - content. This is a HUGE topic, so we are breaking it down into bite-sized pieces and sprinkling them throughout our podcast series.

Content marketing is one of the most powerful ways to grow and audience and sustainably scale a business, yet it is also one of the most overlooked. What can content marketing do for you? Listen to episode 2 of the Small Business, Big Mindset podcast, 'The Tool Every Business Needs to Succeed.'
Topics discussed:

Identifying your mission and #1 goal
KPIs as a measure of success
Who exactly is your ICA?
Pain points to solve for your audience
Refreshing and repurposing content
Yes, you need a content calendar

Resources:

The Tool Every Business Needs to Succeed (Episode 2: Small Business, Big Mindset Podcast)
Content Marketing Institute
Marketing Charts

Identifying your mission and #1 goal
KPIs as a measure of success
Who exactly is your ICA?
Pain points to solve for your audience
Refreshing and repurposing content
Yes, you need a content calendar

Resources:

The Tool Every Business Needs to Succeed (Episode 2: Small Business, Big Mindset Podcast)
Content Marketing Institute
Marketing Charts

Previous Episode

Episode 13: How a Digital Course Business Took a Single Mom from Struggling to Six-Figures

This week we chat with Danira (Dani) Cancinos of Dani's Dulce Confections. Dani and I met as students of Amy Porterfield via her Digital Course Academy and Momentum Membership. Dani's story is one of true determination that resulted in breaking the economic and scarcity mindset cycle that was keeping her family from getting ahead.
Dani tells us how she went from making $20,000 a year working a part-time job to earning a six-figure income from building her own business. Starting in 2012, Dani would sell pastries to her local community on the side. From cheesecakes to cake pops to caramel apples and beyond, her local following continued to grow. Once she started to leverage social media to get the word out, people from across the country began to take notice and ask her to teach them how to create their own goodies.
Here's an overview of our discussion:
Growth Through Obstacles

Launching a course during COVID-19
The one shift that saved her sales goal
Managing a one-person business during personal illness

From Employee to Entrepreneur

When to know when to leave your job
Impact on family and friends
Managing growth expectations, pricing

The Impact of Online Courses

Investing in online courses for business growth
Exponential revenue growth when launching online courses
How Dani's courses grew from $10 to $200
Growing a business to six-figures in less than a year

Growing Your Audience Through Instagram

Started with 15 second tutorials
Building an audience through this one simple action
How to leverage IG live and stories to grow client-base
Key tip on figuring out what to post when you're stumped

Facebook Groups to Grow the Business

How to utilize Facebook Groups as teaching platform
Growing a course from 10 people to 700
Showing up and over-delivering
Segmenting courses into separate modules

Handling Guilt, Fear, Anger

Growing from a single mom of three kids, financial struggles, scarcity mindset
Overcoming anger and unhappiness
Dealing with 'success guilt' when making more money
The impact of success while raising kids
Identifying fear and pushing it aside
Breaking a toxic generational cycle
The power of therapy
Book recommendation: Joyce Meyer - Living Beyond Your Feelings: Controlling Emotions So They Don't Control You

Moving Forward - Goals and Vision

Porting content to Kajabi, social media as 'borrowed land'
Continuing to create online courses, serve her community
New membership offering
Buying her first home

Muscle Creative Wrap-Up
If you could listen to only one music artist for the rest of your life who would it be? Bethel Music
Where can people find you online?

Next Episode

Episode 16: 5 Steps to Making Quick Yet Intentional Decisions to Change Your Business

Raise your hand if you have dealt with the following struggles whether in your professional or personal life: accomplishing goals you thought you were 'supposed' to go after, making sure outward appearances on your life come across as polished and perfect, trying to handle every single thing yourself, wondering why you're left feeling unhappy and unfulfilled.

We are not only raising our hands over here, but are waving them in the air like we just don't care. Sara Palmer of Sara Palmer Speaks is our guest this week. If there was ever a resource that entrepreneurs need in order to keep their momentum going in the right direction it's someone such as Sara. Coming from an abusive childhood, dealing with assault, addiction, an alcoholic marriage, Sara leverages the help, guidance, and information she received when working through all of that in order to serve thousands of people who are also processing tough and at times heartbreaking impacts of their lives.

Our conversation hits at the heart of why many entrepreneurs get stuck, and 5 simple steps to apply every single day to keep moving forward:

Permission to Choose

How high-achieving women aged 30-50 find themselves lonely and overwhelmed
Analyzing, 'Well, now what?'
The bag of lies of 'perfect and polished'

Getting Over Yourself = Powerful Business

The dangers of not asking for help
Setting boundaries against attention suckers and joy stealers
How to feel terrified but still let go

Your Business is Not Your Baby

Personal You shows up as Professional You
Why your business will fail if it's your 'baby'
Identifying areas of delegation to scale your business

The Business Benefits of COVID-19

The #1 business shift she hopes sticks around post-pandemic
Group coaching vs. Individual coaching
Serving client needs, even if not with her

The One-Minute Miracle Method

Her top game-changer process
5 steps to make a quick yet intentional decision
Eliminates drawn out decision making that can drown a business
Free, direct access for our listeners: The One-Minute Miracle Method

Building Clientele and Daily Success

Attack from all angles: client referrals, free resources on Instagram and through her email list
Leverages Rachel Luna's Profitable To-Do List each day to cover 4 categories - gratitude, life and family, profitable and operational
Sticks to 1-2 things each day for Profitable and Operational to stay productive
Vision moving forward is to reach 10-20K women in the next few years via professional speaking, group coaching workshops and trainings - build impactful communities

Muscle Creative Wrap-Up

If you could listen to only one music artist for the rest of your life who would it be? Anything produced by Dr. Dre.
Where can people find you online?
- Website (under construction but group coaching section is up)
- Instagram
- Facebook