You have a brilliant idea for an amazing product. You may have already written code for it. Now it is time to find customers. You head to networking events and coffee meetings, but it does not scale. When we go to networking events, we don't sit in a corner and wait silently, we engage the people in the room. And yet, with Social Media and Content, most business owners stand on the sidelines silently. Use Social Media as a way to drive your initial Content Strategy for your startup. - Create a Strategy Plan in 4 Steps: Listen, Plan, Create/Convert, Share - Translating key customer problems into a content plan with a tweet to blog to book approach - Turn blogs into different types of content (downloadable checklist, email course, video series) - Create a Social Media Sharing Calendar and write posts that get attention.

1. FROM CUSTOMER PROBLEM TO CONTENT PLAN IN 4 STEPS
@TreDigital
@Sechrest
#FlipFunnel

2. CUSTOMER JOURNEY: 30,000 FT VIEW
@ashmaurya
#RunningLean

3. You have to kiss a lot of “social media frogs” before you find your prince(ss)
@Sechrest

4. OURFOCUSTODAY:Content Plan
Find and follow your audience
Listen and engage
Deliver value via Social Content and Message
Create Unique Content and Lead Magnets
Interact via Personalized Content on the Site
First Purchase/Opt-in
Continue engagement Email and
Word of mouth
Acquire
%engaged
Acquire
%clicked
Activate
%opted in
@Sechrest

5. 1 2 3 4
Listen
Research and
engage with top
influencers to
refine the problem
statement
Plan
Narrow down
problem statement
and map out
supporting topics,
ideas and quotes
Create and
Convert
Write and
repurpose your
content by
creating multiple
formats
Share
Create a 60:30:10
content social
sharing calendar
1, 2, 3, 4 OF CONTENT STRATEGY
@Sechrest #FlipFunnel

6. LISTEN

7. “MUST HAVE” Tools
@Sechrest #FlipFunnel
“NICE TO HAVE” Tools

8. START WITH “Social Media Dance”
Connect
Contact
Converse
3 C’s OF SOCIAL MEDIA DANCE
• Connect with Influencers and
top bloggers (Like, RT, share
their blogs and add them to
Twitter lists)
• Contact (Follow)
• Conversation (question,
invitation to have a follow up
conversation)
@Sechrest #FlipFunnel
YOUR GOAL: Identify and Validate Main Customer Questions…
… but you also build connections and create a library of content

9. PLAN

10. Customer Problem
E.g. Creating successful content strategy
is hard
Influencer Quote 25
E.g. Companies with
blogs have 400% more
traffic
Influencer Quote 35
E.g. Inbound leads cost
61% lower than
outbound
Influencer Quote 45
E.g. SEO leads have
10x higher close rates
Influencer Quote 55
E.g. 79% of search
users click on blogs
Influencer Quote 1
E.g. 50% of mobile SEO
searches lead to a
store visit
DEPTH VS BREADTH
@Sechrest #FlipFunnel

11. Customer Problem
E.g. Creating successful content strategy
is hard
Main Question 1
E.g. What does successful
content look like?
Main Question 2
E.g.. How to repurpose my
content?
Main Question 3
E.g. How to promote my
content?
Main Question 4
E.g. How to automate my
content creation?
Main Question 5
E.g. How to measure
effectiveness?
CATEGORIZE QUOTES INTO
MAIN QUESTIONS
@Sechrest #FlipFunnel
Influencer Quote 25
E.g. Companies with
blogs have 400% more
traffic
Influencer Quote 35
E.g. Inbound leads cost
61% lower than
outbound
Influencer Quote 45
E.g. SEO leads have
10x higher close rates
Influencer Quote 55
E.g. 79% of search
users click on blogs
Influencer Quote 1
E.g. 50% of mobile SEO
searches lead to a
store visit

12. Customer Problem
E.g. Creating successful content strategy
is hard
Main Question 1
E.g. What does successful
content look like
Blog 1
Tell a story
with
content
Blog 2
How to
format your
blog
Blog 3
Create
magnetic
headlines
Blog 4
How to
integrate
keywords
Blog 4
Content
that delivers
leads
Key Idea 1: E.g. Perfect Blog
template
Key Idea 2: E.g. Write for SEO:
lengths and structure of the blog
Key Idea 3: E.g. How to get leads
from content
Key Idea 4: E.g. Blogging Tools and
automation
Key Idea 1: E.g. Creating a social
sharing plan
Quote 2
E.g. Companies with
blogs have 400% more
traffic
Quote 3
E.g. Inbound leads cost
61% lower than
outbound
Quote 4
E.g. SEO leads have
10x higher close rates
Quote 5
E.g. 79% of search
users click on blogs
Quote 1
E.g. 50% of mobile SEO
searches lead to a
store visit
BREAK DOWN EACH
QUESTION INTO A SET OF
BLOGS AND YOUR OWN
QUOTES
@Sechrest #FlipFunnel

13. Customer Problem
Main Question1
Main Question 2
Main Question 3
Main Question 4
Blog 1
Blog 2
Main Question 5
Blog 3
Blog 4
Blog 4
Key Idea 1:
Key Idea 2:
Key Idea 3:
Key Idea 4:
Key Idea 1:
Quote 2
Quote 3
Quote 4
Quote 5
Quote 1
EXERCISE:
Content Mapping Template
@Sechrest #FlipFunnel

14. CREATE
AND
CONVERT

15. 5 topics
5 question X 1 topic
Up to 25
blogs
5 topics x 5 blogs
Up to 75 key ideas blogs
5 topics x 5 blogs x 5 ideas
Up to 125 quotes
5 topics x 5 blogs x 5
ideas x 5 quotes
FROM TWEET TO BLOG TO BOOK FORMULA
5-day email mini-
course OR a slide deck
Downloable checklists,
Infographics
Social Media postsAn eBook or video
course series
@Sechrest #FlipFunnel
3. CREATE AND CONVERT:
WRITE AND REPURPOSE YOUR BLOGS

16. SHARE

17. 60:30:10 Content Sharing Rule:
Value over Promotion
60%
3rd Party
Curated
content
Inspire,
educate,
entertain,
provoke
thought
30%
Your own content
Deliver value, answer
questions, share
knowledge, entertain and
build connections
10% Promo content
Invite others to buy your
product
@Sechrest #FlipFunnel

18. @Sechrest #FlipFunnel

19. 4. SHARE:
MAKE HOOTSUITE YOUR BEST SOCIAL MEDIA
FRIEND
#FlipFunnel@Sechrest

20. MAGNETINC POST FORMULA
BEFORE Here is your problem
AFTER Imagine what it would be
if the problem is solved
BRIDGE Here is how to get there
#FlipFunnel@Sechrest

21. Retargeting
Transactional emails
FEB
SOCIAL MEDIA
Checklists and whitepaper
eBook
Daily quotes + weekly blogs + key ideas + influencer content
YOUR MARKETING CALENDAR WOULD LOOK SIMILAR TO THIS
JAN MAR APR MAY JUN JUL
EVENTS
CONTENT
EMAIL
Live Event Live Event Online
Event
Live
Event
Social Media Dance
Lead Follow up
Direct Contact
Online
Event
Paper book
Newsletr Newsletr Newsletr Newsletr Newsletr Newsletr Newsletr
Video CourseEmail Course
@Sechrest #FlipFunnel
Checklists and whitepaper

22. YOUR FULL FUNNEL DELIVERABLES
Content Email Industry
Social
Platforms
Blog Plan Ongoing Newsletter Custom Pitches Content Management
Lead Magnets
Transaction based
email
Communities/Forums Audience Building
Offers Referral Requests Industry Events “Social Dance”
Slide Deck Direct Email PR Opportunities Daily Engagement
Convert Plan
Custom Audience
Targeting

23. LOOKING TO PRACTICE?
Apply at Flipfunnel.co
@TreDigital
@Sechrest
#FlipFunnel