THE CONTENT CREATION PLANNING KIT

FOR SMALL BUSINESS OWNERS

YOUR

Content Marketing Blueprint

MARISSAPANE.COM • PANÉ MARKETING

 Let's Talk
About Content
THE BASICS OF CONTENT MARKETING
What is Content Marketing?

Content marketing is the process of creating and sharing valuable content to attract,
nurture, and engage your audience. When done correctly, you’re able to reach your
audience at every stage of the customer journey - the Awareness, Consideration, and
Decision phases. In other words, your business becomes both a helpful resource and a
trusted ally for those in need of your services.

Mailchimp perfectly sums up the benefit of content marketing in this statement: “The
consistent use of content marketing establishes and nurtures relationships with your
prospective and existing customers. When your audience thinks of your company as a
partner interested in their success and a valuable source of advice and guidance, they’re
more likely to choose you when it’s time to buy.”

As a consumer in today’s world, we’re inundated with advertisements every day. Current
estimates are that we see more than 2,900 advertisements per day! 🤯

When exposed to marketing efforts consciously, we choose to avoid them. For example.
we pay a premium to remove ads from our streaming services, we walk away from the TV
when commercials come on, we X out of the web browsers flooded with pop-ups and
sidebar advertisements, etc.

The best type of advertising is when consumers don’t even realize they’re being
marketed to. That’s where content marketing comes in.

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 3 Phases of
Content Marketing
CONTENT MARKETING AT THE AWARENESS PHASE
Before a consumer will ever purchase your product or service, they need to know you exist.
What better way to infiltrate their lives than to provide educational and informational content
that relates to your business?

We are not selling during this phase. We are simply answering questions that your ideal
customer is likely searching for before they even think about investing in your (or any other)
business.

For example, let’s say you’re a woodworker specializing in home goods. And let’s say a
few products you sell are customized charcuterie boards, cutting boards, wine racks,
spice racks, etc.

In order to reach your potential future customers, you could write blog posts like these:
15 Essential Ingredients For Your Next Holiday Charcuterie Board
How To Know If It’s Time To Upgrade Your Knife Set
Our Top 5 Tips For Storing Different Types of Wine
Three Spices You’ve Probably Never Used & How You Can Add It To Your Next Meal

All of the above topics can seamlessly relate to the woodworker’s products, but at this stage,
we’re essentially providing the customer with a lightbulb moment.

Here’s an example of a potential client’s thought process before they ever think about your
business:
Thinks about what to bring to their friend’s holiday party and decide on a charcuterie
board because they’ve seen how popular they are.
Googles “how to make a charcuterie board” and is overwhelmed by all the options
Googles “essential ingredients needed on a charcuterie board” and find your blog post
Reads your blog post that’s hyperlinked to additional blog posts related to the topic that
you’ve written about and enjoy your content enough to click over to your social media.
They follow you and exit their search on charcuterie.

Here is where the Consideration phase could kick in, but chances are they’ve already
forgotten about you and they’re off to create a delicious charcuterie board for their friends.
Lucky for you, they followed you on social media! This allows you to continuously nurture
them until they realize, “You know what would make my charcuterie board even more
special? If it was displayed on a handcrafted wooden board instead of these oversized plastic
plates I found at Big Lots.”

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 3 Phases of
Content Marketing
CONTENT MARKETING AT THE CONSIDERATION PHASE
After creating initial awareness, you’ve provided valuable information and appeared
once on your ideal customer’s radar. In the scenario above, you fulfilled the educational
aspect of your ideal client’s needs well enough that they even followed you on social
media. Congratulations, now you can educate them further on topics they didn’t know
they needed to know!

The Consideration Phase of content marketing is when you can present case
studies, how-to articles, or checklists that further educate your ideal customer.

At this stage, your blog posts could sound something like this:
Is Your Charcuterie Board Affecting The Flavor Of Your Cheese?
How To Ensure Your Charcuterie Board Is Safe For Those With Food Allergies
10 Things To Do Before Bringing A Charcuterie Board To Your Next Party

The difference between the consideration phase content and the awareness phase
content is that the awareness phase content is typically found when people aren’t sure
what they’re looking for.

Now that they know they’re bringing a charcuterie board to their upcoming party, what
do they need to know to ensure it’s the best it could possibly be!

Your consideration posts will also highlight features or point out aspects of your
product that your consumer should be looking for when moving to the next step.

Here’s an example of your potential client’s thought process at this stage:

“My first charcuterie board was hit! I’m totally going to make these for all parties
moving forward.”
Sees a post on social media about the first blog post listed above and thinks “Oh,
wow I never thought about that.”
Reads your article and learns more about the differences boards can have on the
overall effect of your charcuterie
Is now thinking about investing in a real charcuterie board to ensure optimal delivery

Now that investing in your product is a thought on your ideal client’s radar, you can push
out decision phase content.

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 3 Phases of
Content Marketing
CONTENT MARKETING AT THE DECISION PHASE
This is the time to sell and convert!

In this content phase, you’re able to focus on obtaining sales while sharing your
expertise, knowledge, and key benefits with your ideal client.

This content phase is dedicated to highlighting your results, what you can do for
your client, and showcasing why your client should choose to move forward with
you over your competitors.

You can utilize case studies, user-generated content, and testimonials within this type of
content.

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 The Core of Your Content
Marketing Strategy
UNDERSTANDING YOUR IDEAL CUSTOMER
Now that you understand how content marketing works, let’s make sure that your
efforts are streamlined and effective at reaching your target audience.

The best way to ensure you’re reaching your ideal client is to direct everything you
create to one specific person.

This specific person is your ideal customer avatar or ICA. By creating an ICA you’re able
to cross-check every piece of content you create against whether or not it reflects back
to them.

The more specific you get when defining your ideal customer, the easier it will become
to create content.

You want your ICA to think that the content you created was made specifically for them.
Capturing the 'mind-reading' effect within your content will streamline the content
phases and secure more sales.

If you haven’t yet identified who your ideal client is, follow the directions in this blog
post to create your ICA.

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 The Core of Your Content
Marketing Strategy
KEEPING TRACK OF YOUR CONTENT IDEAS
Once you start creating content, you’re going to realize how easy it is to forget about the
great idea you had 10 minutes prior. In order to avoid the loss of great ideas, I’ve created
a FREE Content Archive for you to drop all your ideas into.

>> Click Here To Download Your Content Archive Spreadsheet <<

To use the Google Sheet please click FILE > MAKE A COPY on the top left-hand side of
your screen. That will enable you to make a copy of the document and edit it directly
inside your own Google account. If you do not have a Google account, you can also
download the spreadsheet as an Excel Document to your desktop.

Within the spreadsheet, you can document your ideas, the type of content it can be,
where it will be published, and more. Just update the data on the second sheet to edit
the drop-down options.

But if you want to start tracking your content like a PRO...

I recommend you download a copy of my ClickUp Content Calendar System.

It's only $9 and will set you up for long-term success.

NT CAL
TE E
This system will help you streamline your workflow, allowing you to focus on
KUP CON

N
DA

creating amazing content that your audience will love.

R SYS
IC

L EM
THE C
With this custom template, you can access custom list views with multiple
dropdowns to better organize your content by pillars, themes, formats, and
more. The template also provides you with board views that give you a bird’s-
eye view of everything you have going on and table views that provide access
to your full content archives, so you can easily keep an eye on every detail.

You can also use the ClickUp template to create internal brand asset
organization, internal meeting communication, content ideation, and track
your social metrics. Plus, our pre-built templates and workflows are integrated
into your custom template so you don't have to start from scratch. You even get
access to instructional videos so you can learn how to navigate your
template and maximize its potential.

Click here to cut your content planning time in half!

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 The Core of Your Content
Marketing Strategy
OUTLINING YOUR CONTENT STRATEGY
Wondering what type of content to post when and on what platforms? Follow this
simplified guide to optimize your content strategy across all platforms.

MAIN PILLAR CONTENT

This is your main hub of content distribution. (Blog Posts, Podcast Episodes, Youtube
Videos, etc.)

Week 1 - Awareness Phase Content

Week 2 - Consideration Phase Content
Week 3 - Decision Phase Content
Week 4 - Awareness Phase Content

SOCIAL MEDIA CONTENT

This is your ancillary content distributed across the web on various social media
platforms.

Monday - Educational Content

Wednesday - Engagement Content
Friday - Conversion Content

INTEGRATED CONTENT STRATEGY EXAMPLE:

Week 1 - Awareness Phase Content
Blog Post: 15 Essential Ingredients For Your Next Holiday Charcuterie Board
MONDAY - Educational Content
Choose 3 of the 15 ingredients and create a carousel post on Instagram
explaining why they’re necessary and where to buy the ingredients.
WEDNESDAY - Engagement Content
Create a Linkedin and Facebook Poll with hyphenated text asking people
how they first thought Charcuterie was pronounced.
FRIDAY - Conversion Content
Share a photo of your most popular Charcuterie board design along with
a product review.

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 HEY, WHAT'S UP, HELLO!
I'm Marissa, the founder and online marketing specialist behind Pané Marketing.

I specialize in helping service providers and small business owners accelerate their business
growth through psychology-infused marketing strategies.

If you enjoyed this free resource and want to kickstart your content marketing efforts with
Instagram Marketing, check out my membership Content Catalyst.

The only membership that combines psychology-driven strategy and done-for-you content, so
you can create a month’s-worth of social posts in one sitting.

As a thank you for taking the time out

of your day to read through this guide
and actually do the work, I have an
exclusive discount just for you!

You can use the code DROP10 to

receive $10 off your first month of
the membership!

DISCOVER WHAT'S INSIDE

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