How to Create Content Pillars to Sell Digital Products

Summary

This video script emphasizes the importance of strategic content creation for driving sales in digital business. It introduces the concept of 'tofu, mofu, bofu' as the three essential pillars of content: Top of Funnel for awareness, Middle of Funnel for trust-building through storytelling, and Bottom of Funnel for direct selling. The speaker shares insights on creating value content, leveraging personal stories to connect with the audience, and ultimately converting them into customers, all without the need for paid advertising.

Takeaways

• 🧐 The speaker emphasizes the importance of content strategy for driving sales and suggests that many entrepreneurs are creating the wrong type of content.
• 🍯 The script humorously addresses the age-old 'jelly or jam' debate, using it as a metaphor for focusing on what's important in business.
• 📈 The speaker has made over seven figures with their content strategy, which is divided into three distinct pillars: ToFu (Top of Funnel), MoFu (Middle of Funnel), and BoFu (Bottom of Funnel).
• 🎯 ToFu content focuses on awareness and reaching a cold audience, requiring specific targeting and value content to attract attention.
• 📚 MoFu content is about building trust with a warm audience through storytelling, which is a powerful tool in marketing.
• 💰 BoFu content is all about selling to a hot audience, using testimonials, case studies, and other direct selling methods.
• 🤝 Trust is a critical component in the sales process, and storytelling in the middle of the funnel helps to establish this trust.
• 🏆 The speaker suggests that to be successful, one must be confident in their offerings and not shy away from promoting their successes and capabilities.
• 🎖 The importance of creating an avatar or target customer profile is highlighted to ensure content resonates with a specific audience.
• 💡 Value content is essential for building trust and should be given away for free to demonstrate expertise and generate interest.
• 🔄 The speaker emphasizes continuous self-improvement and skill acquisition as a way to ensure a constant stream of valuable content.
• 🚀 Lastly, the speaker promotes their community for further coaching and support, suggesting it as a pathway to achieving business success.

Q & A

What are the two main questions the speaker claims to answer in the script?

The speaker claims to answer why jelly doesn't shake like jam and how to make over seven figures online with just one digital product.

What is the speaker's advice on the jelly versus jam dilemma?

The speaker humorously advises to stop questioning whether it's jelly or jam and to appreciate the shake instead.

What is the speaker's content strategy for driving sales?

The speaker's content strategy involves creating content that fits into three pillars: ToFu (Top of Funnel), MoFu (Middle of Funnel), and BoFu (Bottom of Funnel).

Why does the speaker emphasize the importance of creating content with a paid advertising mindset?

The speaker emphasizes this because creating content with a paid advertising mindset helps to effectively drive traffic and generate sales without the need for actual paid ads.

What does ToFu stand for and what type of content does it involve?

ToFu stands for Top of Funnel and involves content focused on awareness, targeting a cold audience with value content given away for free.

What does MoFu stand for and what is its purpose in the content strategy?

MoFu stands for Middle of Funnel and its purpose is to build trust with the audience through storytelling and providing value.

What does BoFu stand for and what kind of content is typically created for this stage?

BoFu stands for Bottom of Funnel and involves content focused on selling, such as testimonials, case studies, or video sales letters, targeting a hot audience.

Why is storytelling important in the middle of the funnel according to the speaker?

Storytelling is important in the middle of the funnel because it helps build trust with the audience, which is crucial for the know-like-trust factor in business.

What is the speaker's view on the concept of becoming viral with content?

The speaker advises against aiming for virality, as it's like 'shooting buck shots' and not targeted enough, preferring a more focused approach with sniper rifle precision.

What is the speaker's advice on giving away content for free?

The speaker advises giving away the best content for free to build trust and demonstrate value, which can lead to sales as people are more likely to buy from someone they trust.

How does the speaker define the term 'avatar profile' in the context of content creation?

The 'avatar profile' is a specific and detailed target customer profile that the speaker advises content creators to focus on, ensuring the content speaks directly to that one person.

What is the acronym 'SYSTEM' stand for and what does it represent in the speaker's strategy?

SYSTEM stands for Saving Yourself Time, Energy, and Money. It represents the idea that once the content strategy is in place, it can work for the creator, saving them time, energy, and money.

What is the final call to action the speaker provides in the script?

The speaker's final call to action is to join a community for weekly coaching, exclusive trainers, and a private community of entrepreneurs, all aimed at growing an online business with a digital product.