CONTENT DISTRIBUTION PROCESS
CONTENT DISTRIBUTION PROCESS - Watch this Video:
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It is important to have a process that you follow when distributing your new pieces of content, a
lot of people just stick to sharing it on one platform where most of their customers hang out, but
that’s the wrong way to do it!
You should make sure to spread your content and the transformation that you offer to your ideal
customers on Facebook, Instagram, Youtube, email list & LinkedIn.
Here is my process to distribute my content:
Step 1: Create the content on a google doc & record it using Loom
Step 2: Download the video to my computer & Send the video to my phone
Step 3: Upload the video on Facebook, LinkedIn & Instagram!
● If you have an audience of your ideal clients, you can ask “who wants to receive this
new asset I just built around xx” this will give you the feedback you need in order to
know what kind of content your audience like”
Step 4: Upload it to Youtube using my computer and make sure to upload a description under
the video!
Step 5: I use ActiveCampaign to send some of the new pieces of content to every person that
I’ve ever been on a discovery/sales call with!
This is so powerful, because prospects who weren’t ready 5 months ago, will see your new
content and get back to you saying that they’re ready to pay you!
Example of this step below:
I got on a call with Rachel around September/November last year and we ended up not moving
forward together but I decided to send a mass email containing a value video and here is what
her response was:
STEP 6: Share an update and a small summary of the content that you just built on your
Facebook and Instagram stories.
STEP 7: Repeat this process until you have so much content on the internet that people start
reaching out to you from all over the globe!
Once you have plenty of content on the internet, you will gain an edge over other agency
owners/service providers in your niche because you’ll have more authority and a brand!
IMPORTANT: If you want your content to fit on every platform, make sure that it’s below 15
minutes.
If it’s a really thorough piece of content then it’s okay to make it longer but the issue with that is
that you won’t be able to post it on Instagram and other channels, you might need to cut it!
CONTENT SCHEDULE:
I recommend that you post a piece of content every 2 days, this will give you enough time to
have ideas on the different pieces of content that you can build.
I recommend that you listen to podcasts that your ideal audience/prospects are listening to, as
this is where you’ll find most of the insights!
You can post on Monday, Wednesday, and Saturday.
CONTENT MARKETING, WHY IS IT IMPORTANT?
Content Marketing, Why Is It Important?:
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As information becomes more and more readily available for everyone who has access to the
internet, people have started to want to do more research before they make a purchase.
This means that the prospects that you’re trying to sell your product/services to or that you’re
trying to get on a meeting will immediately want to learn more about you and your competition
before they make a decision.
The purpose of the content that you create is to position yourself as the expert of the thing that
you’re selling, to position yourself as THE ONLY X in the market that can help them get to
where they want to get as efficiently as possible.
Examples of content that can achieve this goal are:
● Case studies.
● Testimonials.
● Documenting the process that you take to get your clients the desired outcome.
● Facebook/ Instagram Stories about daily wins.
● Your point of view ( of the market, a mistake that most x are making that is costing them)
Where and when to share this content?
1. You should first share this content on the channels that you’re prospecting on..
So if you’re prospecting on Instagram, make sure you have a minimum of 5-6 short pieces of
content on your feed!
If you’re prospecting on Facebook, make sure you have many pieces of content on your wall
that a prospect can watch to warm up!
If you’re using Linkedin... the same.
1. You should use these assets when sending cold messages!!
Well as you know, our main approach when we’re prospecting is to share valuable information
in the form of a short loom video..so make sure you always do this!
This will help you remove the 97% of the market that doesn’t need or want what you’re selling,
cause no one will watch the 5 minutes video and end up continuing a conversation with you
unless they can benefit from your services.
[Link] should use these short pieces of content when sending follow-up emails!!
Most business owners are really busy so even when we send the first piece of content/loom
video selling them on getting on a quick call, they’ll not respond immediately or even view the
video.
What you want to do is prepare 2-4 pieces of content that will be attached to our follow-up
emails!!
We want to make sure that every prospect realizes how effective and qualified you are to solve
their problems before they even get on a call.
We want to make them feel bad for not getting a call with you!
IN OTHER WORDS, WE WANT THE CONTENT TO DO THE HEAVY LIFTING!!
Structure of the pieces of content:
● Every piece of content should have a call to action ( ie: if you have a similar problem and
you’re looking to solve it, hit me up!)
● Every piece of content should be directed to one single person ( Thank YOU for
watching this, I hope YOU liked it, if YOU have any questions, etc)
● Every piece of content should be structured like a story. ( In this quick video, I want to
walk you through how This happened, why it happened, what lead me to figure out how
to fix it, etc)
● In some of the content, you want to Polarize other service providers. We want the
prospect to feel like there is only you who can solve their problem as good and as fast.
I believe that These pieces of content are the things that will separate you from 99.99% of your
competition.
The rate from message to warm lead will increase.
The rate from warm lead to a booked call will increase.
The closing rate will increase massively
The sales process length will be reduced
HOW TO BUILD POWERFUL CONTENT
How To Build The Content That Warms A Prospect Up So Much That They Start Loving
You?
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Before we start going over the structure and frameworks of the content, let’s first list out the
different types of content that can be used and shared with our cold prospects.
1. CASE STUDIES
2. TESTIMONIALS
3. YOUR PROCESS TO DELIVER THE TRANSFORMATION
4. YOUR POINT OF VIEW OF THE MARKET
5. STORIES ON SOCIAL PLATFORMS.
CASE STUDIES + TESTIMONIALS
I’m putting these together because they are more effective together and there is a higher
chance that the client that you delivered amazing results for, also gave you a testimonial ;)
If they didn’t….get them to give it to you!
Here is how you should structure your case studies + testimonials:
1. Start by explaining the Before State
“Before engaging with {company} they were {previous }. Their metrics were {insert previous
state metrics}”
1. Go over the After state
“ After working with our team, the results were great: {insert after state feelings, metrics, etc}
1. If you can mention the name of the client/company - even better!
2. Include a little message/ testimonial of the client, maybe using a screenshot of a
message they sent you or maybe of the quote if it’s on your website.
3. SCREENSHOT OF THE RESULT ( Ads manager, stripe screenshot, showcase revenue
generated, ROI, ROAS, etc)
I know that some may be using white label agencies/ media buyer’s case studies so please do
your best to follow the structure above but you won’t be able to clearly explain the story if you
don’t have the Before State or all the metrics!
This case study/ testimonial should be shared with the prospect in video form, so you’ll need to
use Loom and walk the prospect through the Case study/testimonial.
MECHANISM USED TO DELIVER THE TRANSFORMATION
This one can be a bit harder to create as there are way too many components of the actual
mechanism, so what I suggest doing is picking the top three most important aspects of your
service delivery, the 1st, 2nd, 3rd thing that is really crucial for you to understand and solve in
order to create a successful campaign or deliver the right transformation.
As everyone is delivering different services, I can’t actually give you a structure for this but I can
use my own service as an example:
The top three important things to create a successful prospecting campaign are the Channel
being used to prospect on, The ability to find leads on that channel, and the approach used to
convert these leads in to a warm lead that want to get on a call.
I can decide to create content based on the reason why it’s important to choose the right
channel, the consequences of selecting the wrong channel, the outcome of selecting the right
channel.
ETC
If you are advertising, maybe you can talk about the importance of having a large enough
budget to TEST!! Share the consequences of not having a budget important enough to test
different variables ( audiences, copy, creatives), go over the outcome of having a budget
enough to test these things.
If it isn’t clear what process of your service that you can create content on, then please reach
out to me!
CREATING CONTENT ABOUT YOUR POINT OF VIEW OF THE MARKET
This form of content is to help your audience/ prospect understand that you know stuff...you
know about their problems, you know about their desires, you know about what they have tried
but failed at, you know about the WAY OUT...the fastest way to get what they desire.
The goal with this one is to keep it simple:
1. Start with an observation that you have made about a certain niche - it can be about
what they’re doing wrong or why they can’t get what they want.
2. Talk about how others have been able to achieve it, fast, efficiently, profitably.
3. Talk about the fact that you offer a solution to this problem.
4. Show some of the results that you’ve been able to get for your clients ( If you don’t have
any..skip this)
5. Add a CTA at the end of the video “ If you’re interested in learning more, please click
the below or send me a message” It’s important to always add a Call to action in every
video/piece of content that you make.
SHOWCASE RESULTS THROUGH YOUR STORIES ON IG/FB.
This may not seem like an effective way to warm up your prospects, but you might be surprised
about its effects.
The goal with this is to remain consistent, you don’t want to post a highlight or even a post on
your social media and think that this is...NO!
Every week...every day if you can, you should be sharing the results that you’re getting your
clients, the work that you’re doing, literally your workday if you can.
This shows everyone that you’re someone who they can trust, cause YOU SHOWCASE
PROOF THAT SUPPORTS YOUR CLAIMS.
Of course, this can’t be used when doing follow-ups or cold outreach but when people visit your
social media, they’ll see that you’re congruent with your message.
If you use Instagram and Facebook to just watch other people show off their results and you
don’t do anything...PLEASE START FLEXING YOUR RESULTS...even if they’re not yours lol.
DO IT...CONSISTENTLY..DAY IN ..DAY OUT.
What is the ideal length of time for these videos?
I suggest keeping every piece of content between 4-10 minutes, you don’t want to make them
too long as most people won’t view the whole thing and our goal is to get everyone to view the
whole thing, so they can at least hear the CTA!!!
How will we share this content with prospects?
● The best thing is to have it available on your social platforms, especially the one being
used to prospect.
● These pieces of content will also be used within the message sequences + the email
follow-ups! We will use it to warm up every prospect who is still ignoring us until they
respond and book a call.
PROFILE FUNNEL BUILDING
Profile Funnel Building:
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Building your personal social media profiles:
● Your profile(s) function like a landing page/sales page. Most of the content that is on
your website can be added to both your personal profile on social media and website.
● Prospects who will receive a cold message or even a paid advertisement will
immediately jump to your social profile to validate that what you are claiming is true.
● Your headline on your social profiles, similar to your website headline, needs to call out
the audience and the specific problem you are solving.
● Your background image needs to be aesthetically pleasing and should stand out from
the other profiles in your niche!
● Your main profile picture should also be a clear picture of you, you don’t want to use a
profile picture where we can’t really see you.
● Your description should be a mini sales letter, it calls out the audience, the problem you
are solving, introduces your solution, displays credibility, social proof, case studies, and
presents a call to action (mostly for LinkedIn)
● If you have a media section, add youtube videos, native videos, etc.
● If you’re using LinkedIn, try to get as many recommendations as you can. These act
exactly like testimonials.
Examples of my profiles:
**Instagram: [Link]
**Facebook: [Link]
**Linkedin: [Link]
DON’T START PROSPECTING FROM A PROFILE THAT DOESN’T HAVE THE
FOLLOWING:
● Clean profile picture
● A banner that describes the transformation that you offer, the audience, the mechanism.
● A Headline
● 3-6 pieces of content ( video format, written content, images, etc)
● If you’re using Instagram, buy followers.
● If you’re using Facebook, I recommend using a profile that already have friends
● If you’re using Linkedin, focus on growing your network daily.
SETTING UP YOUR CALENDLY AND BOOKING PROCESS
The amount of money you’re able to make, the closing rate are highly dependent on the process
a prospect goes through before they jump on a call with you or your sales rep.
This Calendly (scheduler ) setup process will increase the show-up rate as well as your closing
rate!
I recommend using Calendly instead of other software out there because it is really simple to
use!
STEP 0: CREATING THE EVENT TYPE
● Event name: Breakthrough strategy session
● Location: Zoom
● Description: use this to describe what the prospect can expect from the call - free value
that they can implement.
● Date range: I recommend 7 days at a time.
● Duration: 30 minutes
● Before and after: 10-15 minutes break
STEP 1: THE QUESTIONS YOU SHOULD ASK IN THE SCHEDULER BEFORE A
PROSPECT GETS ON CALL.
● Basic questions: Name, email, phone number. (Small Text Box)
● Provide information about how they’ll receive the meeting link and ask them to commit to
showing up:
● What’s your website? (Small Text Box)
● What are your business social media links? (Medium Text Box)
● Current monthly revenue (Drop Down with Multiple Choices just like this example
below)
● Revenue goal for the next 6-12 months (Small Text Box)
● Ask them to briefly describe their current situation. (Medium Text Box)
● Question about their desired state - ask them to briefly describe it (Medium Text Box)
● Ask them a question about their current obstacles. (Small Text Box)
● Ask them if they have a budget to invest (Small Text Box)
STEP 2: WHERE IS THE PROSPECT LEAD AFTER BOOKING A CALL?
● If you have a social media that has a lot of social proof on it, I recommend you lead your
prospects there instead of a website.
● If you have a website with content and a lot of case studies, testimonials, send them
there!
STEP 3: REMINDERS
I recommend setting 1-2 reminders through email and text.
I send one email reminder and text reminder of the meeting 2 hours before the meeting
STEP 4: NURTURING FLOW
Before the prospects jumps on a call with me they receive the following emails:
● 1st piece of content - 1 hour after they book the call:
● WRITTEN CONFIRMATION REQUEST - 24 hours before the call:
● 12 hours before the call: another piece of content - my case study
● 30 minutes after the call: INVITATION TO JOIN THE FB GROUP:
SOCIAL PROOF BUILDING
Social Proof Building - Watch this Video:
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Why is social proof so important?
Social proof is the result of a deeply rooted psychological bias that every human has, it implies
trust in other people.
The belief that comes with this bias is that The majority knows better and that if you want to
make the best decision, you need to look at the decisions other people have made.
This means that we can use this bias to our advantage by sharing so many case studies,
results, testimonials from current clients to create a force that pushes every potential client who
is on the fence to convert!
Look at the biggest players in the online space, they literally have hundreds ugly looking
testimonials or customer interview calls on their website or social media.
The reason they do this is because the action of looking at this content warms you up at the
subconscious level without you even having a choice about it.
Have you ever bought a course and ended up finding out that the program you bought wasn’t
that good and ask yourself how you could’ve spent thousands of dollars without doing your
homework and doing more research about the course?
I recently bought an $8,600 program and when I got access to the program, I already knew
most of everything in the program.
HOW DO YOU ADD SOCIAL PROOF?
1. The best asset you have to create the most social proof is sharing your client’s
results/transformation.
This will do a lot of heavy lifting and I recommend that if you have amazing results for your
clients that you spread them everywhere and every single day!
1. Sharing your lifestyle/work ethic. This is important because people will be looking for
congruency between the claim you make and the way you go about living your life.
If you’re claiming to scale companies to 8 figures but only post one story of you working once a
month, then it probably will be hard for people to trust you in scaling their business to 8 figures.
1. Your own results, your own business evolution. If you’re generating great revenue then
please start sharing it.
This will make people believe that you are the real deal, you’re not just all talk and this actually
attracts the right people who are also succeeding.
1. Content. If you don’t have multiple pieces of content that people can go through as soon
as they land on your page then it will be hard for them to consider you as an authority in
your niche.
DISTRIBUTION:
You should be posting your social proof on your Facebook/Instagram stories as frequently as
possible but you should also post it on your actual page!
CASE STUDY STRUCTURE
Watch the video on this lesson:
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Before state:
In what state was the customer in as well as his business before they started working with you.
(emotional, revenue-wise, systems wise, etc)
This brand was mostly relying on facebook ads/ig to generate most of their results and they
were starting to get worried about depending solely on one acquisition channel therefore they
gave a chance to launch tiktok as a platform and we generated x amount.
● Story format
After state:
****In what state was the customer in after going through your product/service? How do they
feel, how much revenue are they bringing in every month, what system(s) brought the most
impact on their business?
Timeline:
How long did it take for them to achieve this after state.
Quote from the customer:
You need a quote from the customer around their experience with your product/service.
Testimonial:
****Link to a testimonial video.
