Core content is the lynch pin to easy, sustainable content and plays an important part in the client journey. It’s the blog, podcast or video that we create as the main part of our content marketing strategy and can be used to first connect with our ideal client and then nurture them.

Here’s the five steps to making the most of your core content to move your ideal client along the client journey with you.

1. Choose your core content

What’s it going to be? A blog, a podcast or video? Yes, you must be using at least one of these to help you save time and brain space when creating your social media or email content.

What you choose needs to be based on your strengths, what you love and how your ideal client prefers to consume content.


2. Come up with the ideas

Once you know what you’re going to create for your core content, it’s time to decide what you’re going to talk about.

Plenty of people struggle with this phase as they find it difficult to articulate exactly what they want to talk about. Here’s a blog that I wrote many years ago but is still relevant today on how I used to come up with my ideas.

If you’re still struggling, then there is a workshop inside of my membership The Content Effect that steps you through exactly how to come up with enough ideas to last you an entire year!


3. Structure your core content

There is a very simple way to structure any piece of content you create. And that’s around the headline, introduction, key points, CTA and summary.

Once you follow this easy formula, then creating your core content becomes quick and easy, especially if you’ve already mapped out your content ideas.


4. Use it to connect

Now we’ve got our core piece of content, how do we use it strategically inside our client journey to take our ideal client from not knowing anything about us, all the way through to becoming a raving fan?

The first place we use it is in the connect phase.  This is the very first phase of the client journey where our ideal client knows very little about us and what we do.

These pieces of core content in the connect phase are around the basics of what we do, how we do it and why we do it. This blog is a good example of connective core content that gives you a basic education or introduction into the types of concepts that I teach.

It’s very much about the ‘what’ you need to.


5. Use it to nurture

Core content can also be used to nurture your ideal client. Once they know more about you and have signed up to your email list, it’s the opportunity to create core content that delves a little deeper into what you do.

Typically, they may be a little longer than usual or explore a topic in greater detail. This blog about using the client journey for social media is an example of a nurture blog. It takes the concept of the client journey and explores how to use it specifically for social media. It also gives you prompts on what you might create for each stage of the client journey.

As you can see core content is an important part of your client journey as it showcases who you are and what you do, and also positions you as the expert in your field. If you’d like to know more about how to use content strategically and purposefully in your business, come and join us inside The Content Effect. Inside this supportive community you’ll ditch that overwhelming content fatigue and turn it into content flow. Find out more about The Content Effect here.

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