Hey gang in this video here. I want to talk about content strategy and this is the exact strategy that we teach and the content strategy blueprint course I learned this from my friend Dana Molstar from bossmom.com But first of all what I want to talk about is the fact that before I get into the strategy the fact that publishing content without a Strategy could actually be hurting your business and helping your competitors and when I'm mapped this out you'll understand why So let's look at the customer journey that we need to take someone on from them being cold not knowing who we are not really You know trusting us enough to buy all the way through to warming them up into a lead and eventually a customer so it all starts with an awareness campaign So the content strategy blueprint that Dana taught me and that she teaches in the course is broken down of these four campaigns It all starts with awareness where we basically make them aware of the problem because before this They're unaware and this is another thing that my friend Kim Barrett teaches in our Facebook ads course is the purpose of Facebook ads Really initially is to make them aware of the fact that they have a problem that they should be paying attention to so the awareness Campaign just says hey, you're a dentist you're probably not getting enough high-value customers You're spending too much time on low-value customers. I bet you'd love more cosmetic customers because they're worth more and all of a sudden They're like huh, yeah, you're right. I would like more high-value customers So once you've stirred up the awareness and you've made them aware that they have a problem the next thing you want to do is position yourself or Your client I know some of our audience will be selling content strategy to their clients You want to position you or your business or your client as the authority in this space? We're not selling anything yet. We're not offering any solutions We're just positioning as the authority so in this case it would be like Hey, I've written this blog post about how dentists can attract more high-value in visor line customers or I was featured on this marketing Podcast for dentists go check it out. So you're just positioning yourself as the authority The third campaign is what we call an engagement campaign and this is where we just want to get the people who are Now aware that they have a problem and have kind of brought into the fact that we're the authority We want to get them engaged in some kind of activity so that they're putting their energy into this topic So that could be a you know a quiz or a download or it could be a live webinar Just getting people engaged in and there's a whole bunch of different campaigns you can run They're engagement to get them to focus their energy on this and then finally of course We want to run a conversion campaign and this is either where you get people to join your email list join a Facebook group or ultimately buy your product Depending on the conversion that you're going for so why is posting content without this strategy hurting your business and And feeding your competitors because you'll probably posting content at the moment that just does this It just reminds people and creates awareness of the problem particularly if you're posting solution-based Blog posts or articles hey, this is how we do this with WooCommerce This is how we do this with Buffer. This is how we do this with Hootswet or whatever the thing is right This is how we design in Figma and turn into a website and Elementor all you're doing here is a little bit of this right There's none of this going on so you're creating awareness for the problem and if your competitors are better at doing this They're going to capture that market who are now aware they're going to be seen as the authority Run them through engagement and ultimately convert them so posting content without a strategy could actually be hurting your business And helping your competitors you want to make sure you've actually got a content strategy in place Hope you find this helpful. Please feel free to leave any comments feedback and questions below this video I look forward to speaking with you in the next video until then on Troy Dayne Stay safe.