MARKETING MADE HUMAN
CONTENT
MARKETING
101
TRANSFORMING
PROSPECTS INTO
LOYAL ADVOCATES
FOR YOUR BRAND
SERVANT MARKETING
S E R V A N T M A R K E T I N G C O .
STEP 1: BUILDING THE
FOUNDATION OF YOUR STRATEGY
Define your customer
Know your target audience and customer personas inside and out
to ensure you're creating content that will resonate with them and
evoke an emotional response.
Know your mission & core values
This will be your true north and guide everything that you do.
Determine your content's look & feel
This should resonate with your target customers and represent
your mission and core values. It will be translated through your
brand voice and brand imagery.
How do you want people to feel when they see and read your
content? Do you want to come off professional, edgy, or maybe
quirky? Use words and graphics that convey that energy.
Do your research
Your content strategy should always be led by keyword and topic
research. Later on in this guide you will find research tools to help.
STEP 2: CREATING
YOUR CONTENT WHEEL
Your content wheel simply outlines the different topic
buckets that each piece of your content will fall into. This
helps you stay consistent in your niche.
Below you will see an example for a fitness instructor to
guide you in creating your own:
WORKOUT NUTRITION
TIPS TIPS
SALES/
MOTIVATION
PRODUCT
INFO
CLIENT
MENTAL
SUCCESS
HEALTH
STORIES
STEP 3: UNDERSTANDING THE
CUSTOMER JOURNEY
& H O W T O D E L I V E R T H E R I G H T
T Y P E O F C O N T E N T A T T H E R I G H T T I M E
AWARENESS
When a prospect is just
becoming aware of you, your
product & your brand.
ADVOCACY ENGAGEMENT
When loyal customers When a prospect begins
become brand advocates to interact & form a
for you, telling others how connection with your
much they enjoy your brand & your content.
products.
RETENTION CONSIDERATION
When you build brand When a prospect begins
loyalty with customers & to consider buying your
they decide to make repeat product & doing research
purchases from you. on competitors.
CONVERSION
When a prospect is ready
to pull the trigger and buy
your product.
CUSTOMER TYPES OF MARKETING
LIFECYCLE STAGE CONTENT PLATFORMS
AWARENESS Free guides, checklists,
SEO, organic social
media (YouTube,
how-to videos,
This stage is all about Instagram, TikTok,
giveaways, inspirational
sparking people's attention Facebook, Pinterest) &
videos, blogs (SEO)
& answering their questions paid advertising
ENGAGEMENT Social posts with an
engagement call-to- Organic social media,
This stage is all about
actions, polls, quizzes, email, in-person
building relationships &
blog posts, videos, emails, events
getting people to interact
real conversations
with your content
CONSIDERATION Product FAQs, customer SEO, organic social
testimonials/stories, media, direct to website,
This stage is all about
interviews, webinars, email, in-person events,
educating prospects on why
comparison charts, case paid advertising (usually
they should buy your product
studies, demos, samples retargeting)
or support your mission
CONVERSION Content with a "buy now" Organic social media,
call-to-action --- add a email, direct to website,
This stage is all about
free trial offer, Discount, in-person events, paid
turning prospects into
Seasonal Promo, Free advertising (usually
customers - getting them to
bonus, or BOGO offer to retargeting)
do business with you
boost urgency
RETENTION Product usage info, next Organic social media,
This stage is all about step offers, exclusive & email, direct to website,
providing consistent value value-driven content that & paid advertising
to current customers isn't available to everyone (usually retargeting)
ADVOCACY Social posts with a share
Organic social media
call-to-action, email with
This stage is all about email, word of mouth,
a "forward this on" call to
getting current customers paid advertising
action, referral offers,
to share your content & targeting
loyalty program
bring you new customers
LIFE-SAVING CONTENT
MARKETING TOOLS
KEYWORD &
TOPIC RESEARCH
Buzzsumo
Google Trends
Answer The Public
Keywords Everywhere
SEM Rush
Reddit & Quora
CONTENT
Ubersuggest
CREATION
Canva (drag and drop design)
Splice (video editor)
Lightroom (photo editor)
Portent Idea Generator
Kapwing (meme creator)
The Noun Project (icons)
Buffer (Insta story creator)
CONTENT PLANNERS
& SCHEDULERS
Trello
Later
Planoly
Canva
Loomly
SproutSocial
CONTENT TIPS CHECKLIST:
Your title/headline is the most important part of
your content - make it eye-catching & engaging
Whenever possible use "You" instead of "I"
(your content is about your customer, not you!)
ALWAYS use a call-to-action and make it relevant to
your goal. Ex. "Follow for X" to grow follower base,
"Comment below" to increase engagement "Share
with a friend" for shares or "Save 50% now" for sales
Be authentic and get vulnerable with your audience
to create an emotional connection
Storytelling is KEY in content marketing. Learn how
to tell a good story and make it engaging!
Focus on being really good at one or two social
media platforms at first - focus on where you
personally can make the most meaningful content
25 CONTENT IDEAS
TO BOOST ENGAGEMENT
BUT FIRST:
Remember to always create your content through the lens of
your niche & pillar content topics. Consider this your north
star. You want any followers you gain from your content to be
high quality to increase engagement over time.
DEMO A
PRODUCT OR
HOW TO "X" LISTS YOUR
SHOW HOW IT
HELPS STORY
TIPS BEHIND THE BEST
& SCENES TOOLS
TRICKS TO USE
DAILY
FAVORITE WEBSITES ROUTINE
FAQ
OR
OR APPS YOU USE
VLOG
DEFINITIONS &
CUSTOMER
RANDOM
THOUGHTS
FUNNY KEY TERMS
STORIES OR SCENARIOS
YOU'VE TO KNOW
ENCOUNTERED
TESTIMONIALS MISTAKES
TO
COMMON MYTHS OR AVOID
MISCONCEPTIONS
MAKE HACKS
A COMPLEX THAT
IDEA MAKE
OTHER EXPERTS & OR PROCESS LIFE
EASY TO
GURUS TO FOLLOW
EASIER
UNDERSTAND
MOTIVATIONAL CONTENT BOOKS OR BEFORE & AFTERS
BLOGS WITH THE USE OF
TO READ
YOUR PRODUCT
PODCASTS TO HISTORY OF
SOMETHING IN Interviews
LISTEN TO YOUR INDUSTRY
ABOUT SERVANT MARKETING CO.
MARKETING MADE HUMAN
Servant Marketing Co. was founded by Sasha Canady to help
courageous business owners humanize their marketing & build a
life-changing brand. Servant Marketing simply means growing your
business by serving the needs of your customer first.
Visit [Link] to learn how a servant marketing
strategy can transform your life & business today.
MEET YOUR CONSULTANT
SASHA CANADY
Available for 1-hour consultations,
guest speaking, and corporate workshops.
Email Sasha@[Link]