Content Marketing Master SOP
Objective: To create and distribute valuable content that identifies the customer's problem, positions the brand as the Guide, and provides a clear path to success.
Step 1: The Strategy (Focus on Enlightenment)
StoryBrand Principle: Customers go through Curiosity, Enlightenment, and Commitment. Content marketing lives in the Enlightenment phase.
Action: Every piece of content must answer: "How does this help my customer survive or thrive?"
Step 2: Extraction (Identify Curiosity Collateral)
Brainstorm topics based on the three levels of conflict (External, Internal, Philosophical).
- Educational PDFs: e.g., "5 Mistakes People Make with [Problem]"
- How-To Videos: e.g., YouTube videos that solve a specific External Problem.
- Case Studies: Transformational stories (Failure to Success).
Step 3: Documentation (The Content System)
The "System for Creating Content":
- The Hook: Start with the Villain or a specific Problem the hero faces.
- The Guide's Wisdom: Provide 1-3 sound bites offering empathy and authority.
- The Plan: Offer a small, actionable step the reader can take right now.
- The Call to Action: End with a Direct CTA (Buy Now) or Transitional CTA (Download our Guide).
Step 4: Integration & Scaling
- Automation: Link your content to your Email Nurture SOP (e.g., if they download a PDF, they enter the sequence).
- Social Media: Use "plug-and-play" posts that repeating sound bites from your BrandScript.
Quick Optimization Checklist
- Pass the Grunt Test: Can a customer understand the value of the blog/video in 5 seconds?
- Stay On Script: If the content doesn't align with your BrandScript, delete it.