Social selling strategist Molly Mahoney, AKA ‘The Prepared Performer’, has some serious results to show for her content marketing efforts—including building her business to multi-7 figures almost entirely through organic marketing tactics.
During a recent Traffic and Conversion Summit training session, Mahoney shared a fresh take for modern marketers. At a time when many marketers are laser-focused on churning out as much content as possible in the quest for top search rankings, Mahoney’s hacks were all about getting MORE sales with LESS content, meaning you can quickly make high converting posts.
Does $321,000 in sales/month with just three sales calls sound good to you? Here’s a look at Mahoney’s batch-based methodologies for quickly and easily creating high-converting content.
Drive Conversations to Drive Conversions
All marketers are looking to create content that drives conversions. During her Traffic & Conversion talk, Mahoney offers a different way of looking at it: the best content drives another “c” word: conversations.
These conversations are essential to increasing visibility, engagement, and sales.
They’re also integral to getting seen (and heard) amidst the ever-increasing glut of content. Mahoney has proven methods for doing so, starting with showing up and being your unique self. Secondly, arming yourself with her actionable steps for batching your unique content with her reduce, reuse and repurpose strategy.
Video as the Key to Unlocking Conversations
Video is often heralded as the be-all and end-all of digital marketing success. And it’s true that 85 percent of businesses—up from 61 percent in 2016—currently use this format for marketing with 92 percent of them viewing video as a valuable part of their marketing strategies.
But here’s where things go sideways, according to Mahoney.
When asked what a successful video looks like, 62 percent answered “engagement” compared to just 27 percent who answered “bottom line sales.” According to Mahoney, these numbers should be flipped. Because while engagement is a sign of a successful video, it’s only relevant if it’s driving sales.
The takeaway? You can’t just pour content—video or otherwise—onto the internet and expect it to work. Because while videos can be a key unlocking conversation, views are just views at the end of the day. You cannot just recycle the same old videos without ensuring it is the right content.
“What you do around your video is more important than the actual video,” insists Mahoney. She recommends using the “Social Triangle” to achieve this dynamic, which acknowledges the equal importance of you (showing up, creating something), your client (who they are and what they want), and the platform (what does the platform want, and what will keep people on it).
Mahoney’s ‘Reduce, Reuse, Repurpose’ strategy in 5 Key Steps
Step 1. Planning
During the planning phase, Mahoney starts by asking the following questions:
- What do you want to sell?
- Who do you want to sell it to?
- What does your client or customer need to believe in order to buy from you?
Answering these questions can help you get a better sense of what content will best speak to your target customers, and how to angle it to reach them.
To drill deeper on the question of customer beliefs, Mahoney uses her Tree of Beliefs to spin out potential ideas and topics that speak to wider content strategy—not just selling, but also raising awareness.
Step 2. Pre-Purposing
Pre-purposing deals with how to put the content machine into action.
Before setting out to record video or write long-form content with the ideas produced in the planning phase, Mahoney recommends identifying the following components:
- Guest Info
- Bullet points
- GIF Search
Step 3. Posting
When it comes to actually creating posts in a fraction of the time it would take you to do it on your own, Mahoney sings the praises of Jasper AI, a copywriting tool.
After she inputs the Tree of Beliefs spreadsheet information into Jasper, the AI tool generates posts and ideas that can be used to spawn long-form and short-form content alike.
In terms of the content type, Mahoney reminds us that it’s not just about sales. Rather, posts should be a mix of the elements involved in what she calls the SHAPE Framework:
- Star content (elevates and celebrates)
- Human content (connections)
- Action content (new content—shoot for 1x a week)
- Promotional content
- Engagement content
Step 4. Repurposing
SmarterQueue is one of Mahoney’s favorite repurposing tools. Not only will it inventory your old posts and compile them into a list in order of the ones with the best engagement (most likes), but you can also use it to schedule them for reposting.
In addition to Jasper and SmarterQueue, Mahoney’s other favorite tools for content creation and repurposing include:
- Google Docs
- Simple Social Press
Mahoney also shares tips for “easy” repurposing, which can help you generate content – and create a content queue that posts on repeat.
Mahoney stresses the value of reposting user generated content (UGC), including:
And remember, as Mahoney says: Content doesn’t have to be fancy; it just needs to be there.
Step 5. People
Finally, Mahoney underscores the people piece—specifically, that talking to human beings trumps video views every time.
To help with these connections, she relies on something called “Awareness Playgrounds”, which include the following:
- Market research
- Power partners
- Speaking opportunities
She also shares Awareness Playground examples for Facebook, Instagram, and LinkedIn platforms, which include your own posts, live videos, followers (likes and stories), events, stories, reels, and more.
Making real connections about things that matter in this final phase is how you turn your “message into a movement”, according to Mahoney.
She closes her talk with an important reminder: You already have content that you can use. In fact, it’s all around you. The key to creating high converting posts when utilizing her batching method for reusing content? Making sure it aligns with your target client and the platform where you’re posting!
These tips will boost your content making productivity but also the quality of your content, for more practical insights make sure to book your ticket to Traffic & Conversion Summit, 2024 today!