Now that you understand what a content upgrade is, you are probably excited to start implementing the idea. You may even already have some ideas that you’ll use. You also now realize that no one cares so much about your newsletter that they have no idea what will be in it but they do care about specific content offers.
They care about content upgrades because they know exactly what the information is about. Yes, they recognize they’re being put on a list to get it too. That’s great. That means they want to hear what you say about this topic and value your ideas and opinions.
Now, it’s important to set up a plan of action for all the content you create so that you can automatically include amazing and effective content upgrades.
Know Why You Are Creating the Content
Let’s say you’ve created a Diet Meal Plan for your audience that you want to sell to them. Therefore, you create blog posts surrounding the topic “The importance of meal planning” to get people to buy your meal plans. You may also insert some educational blog posts regarding the type of diet that you are promoting.
Depending on the direction you go you might come up with a content upgrade that relates to the blog post but provides extra information. For example, a great content upgrade might be a report or video interview showing the success of someone else on the type of diet you’re promoting.
If you have already let others use your meal plan you can interview them to create a wonderful content upgrade in text and or video format. You can even make it an audio story if you want to which will help attract people who are on their way out the door and like to listen to information.
But it all starts with understanding why. In this case, the “why” is to sell the meal plans. Anything you can add to the content that will get them on your list so you can use an autoresponder series to promote your meal plan is going to work wonders.
Determine What Segment of Your Audience You’re Targeting
You’ve likely created an audience avatar but you have many segments within that one audience you created the avatar for. For example, your main avatar might be a 30 something over weight mom. But, there are likely different segments within that idea. Sometimes they’re separated by demographics such as age, but sometimes they’re separated by those who have already acted in some way, by behavior.
You can separate your content based on the part of your audience you’re intending to target such as someone who bought already, someone who engages with you, someone who downloads your lead magnets and so forth.
When you segment in that way, creating very specific content upgrades becomes a lot simpler. If someone is reading the blog post, “I lost weight, now what?” Then you know they probably already lost weight and want to know how to keep it off and maintain.
A great content upgrade for that blog post might be a video of you talking about getting to maintenance and how it changed your diet or lifestyle again. Alternatively, it might be a journal that they can use to track maintenance. Once you determine the segment you want to target with the content upgrade you’ll be able to easily create better content.
Understand Where You’ll Place the Content
Content can go in many places. Today you have so many places to put content from blogging on LinkedIn.com, to Guest Posting, to social media updates and more.
But, your best content should mostly live on your blog and in your email marketing messages. The entire point of marketing outside your email and your blog is to get them to come to your blog and join your email list. You want to give them a great taste for the type of information and the quality of products you deliver, but you want them to sign up to get more.
Therefore, content upgrades should go inside your email messages, (to segment better) blog posts, articles, and even within your social media interactions. But all content upgrades should require an email address and possibly other information that you need before they get access to it.
The one exception is if you send a content upgrade to people on your email list, tagging via your autoresponder software should suffice to move them to the right segment without having to provide their email addresses again. When deciding where to place your content upgrades start with blog posts and move on from there.
Determine How the Content Can be Repurposed
Don’t skip this part, even though technically you can do the other steps without it. But every piece of content should have a repurposing plan behind it. Even your content upgrades can be repurposed. It helps to make a spreadsheet or keep track of what you’re doing in a project management system like Trello.com or Basecamp.com that lists the content and the type of content it already is and then the type that you’ll turn it into. That way you have a plan.
Decide What Type of Upgrade Will Make This Content Most Effective
When you look at any content you’ve created, think about your audience first, think about the type of information you’ll be giving them secondly, and how you’ll distribute it thirdly while also keeping in mind why you’re creating the content.
This will help ensure that you choose the right type of content upgrade that is most effective for the narrow audience who is reading the blog post content and are given the offer for the downloaded content upgrade.
For example, a “how to” blog post will benefit from a more in-depth look into the topic using a video or a slide show to give more information as the content upgrade.
Document Your Process
It’s been mentioned but let’s make an extra note to ensure that you document your process. Use a spreadsheet or a project management system like Trello.com to help keep track of the content you’re creating and using across the web.
You want to be able to trace the content so that you can schedule it correctly, add the right links for the content upgrades easily, and repurpose the content too. Plus, the better you are at documenting processes the easier it is to get help from someone such as a virtual assistant or content writer.
Documenting what you’re doing will ensure that you have a good plan going forward. It can also ensure that you fill in all the gaps. Additionally, it will ensure that you know for certain that what you’re doing is producing the results you wanted because you’ll know what to track.
Content upgrades should now become part of your content creation plans at the start. That way you know what content upgrades you’ll need to create. It’s a lot simpler creating them right away so that you can enjoy the results from them the moment you publish a blog.