Create a Marketing Funnel By Writing These 3 Blog Posts

If you’re building a website for the first time, then this article is for you. And if you’ve already got a blog, then these are the next 3 blog articles you need to write.

But these aren't just any 3 blog articles. No, these will work together to form a powerful content marketing funnel


“A marketing funnel made from Blog posts? 
Is that really a thing?”


Yes it is, and if that idea intrigues you, then you're in the right place.

More...

Creating Your 3-Blog Marketing Funnel

To figure out what these 3 blog articles should be we need to start with your product or service and work backwards.

“But I don’t have a product! I’m just blogging about life”.

I’m sure you've heard about people who make money blogging by displaying adverts on their blog or by selling affiliate products.

We’ll be honest: it’s very difficult to sustain. You need huge traffic to make even a small profit.

Instead, we advocate creating a Value Based business. If you want to get ahead and run a successful blogging business, then it’s important to have your own product that you can sell to your audience.

Throughout this article, let’s use 3 hypothetical niche websites each with their own product:

  • PHYSICAL PRODUCT: Hand-made 3-finned surfboards
  • SERVICE: 1-on-1 coaching for stand-up comedians.
  • DIGITAL PRODUCT: DIY Furniture Construction Plans

The end goal is pretty clear. The surfboard company wants to sell more surfboards, the comedy coach wants to sell more coaching sessions, and the DIY Furniture maker wants to sell digital downloads of their furniture plans.

Now let’s work backwards from there.

The Customer Journey Model

Each visitor that buys your product, service or concept has been through a journey, whether they know it or not. There are a number of different models to break down what that journey could be, but here is a popular 3-stage journey:

The 3-Stage Customer Journey Funnel

STAGE 1: 

The first stage in the customer journey is ‘Problem Aware’. This is when someone knows that they have a problem, but they do not yet know what solutions are available to them. Their current goal is to understand their problem better and to discover what solutions exist.

The best word to capture this stage of the funnel is ‘looking’. Someone in the problem aware stage is looking for answers to their problem.

STAGE 2: 

Once a potential customer is ‘Solution Aware’, their thinking begins to shift. Rather than concerning themselves with the problem, they are now seeking to understand why the solutions work... but they are not yet ready to take action.

This is the ‘learning’ stage of the funnel. They are seeking to gather more information and educate themselves on the different solutions available.

STAGE 3: 

After educating themselves on the solutions, the potential customer then has a new agenda. They want to choose which solution is right for them. They are aware of their problem and the potential solutions, but now they want to pick one that will suit their circumstances.

Finally they are ‘Comparing’. A potential customer at this point begins to Compare the Solutions to each other. In the previous stage, they were simply looking at what is available. Now they are looking at which one is right, and which offer they will act upon.

PURCHASE: 

Once a customer has purchased or invested, their focus changes once again. They now need to make the most of their investment. They will take whatever steps necessary to use their solution to eradicate their problem and move on.

What The Customer Journey Funnel Means For Your Blog:

We’re going to use the 3-Stage Customer Journey model to come up with 3 different blog articles, one per each stage in the journey. This means that each blog post has a purpose: to move the visitor from one stage into the next.

Let’s look at our example websites and how you might design blog articles around this funnel.

Become a Better Blogger


Are your blog writing skills up to scratch? Do you want to write amazing blog posts that readers gobble up hungrily? Let us help!

Join Thrive University (for free) and take our online course From Internet Rubbish to Content Gold: How to Write Better Blog PostsWriting skills are the backbone of good content marketing, so it's time for a level up!

BLOG ARTICLE 1: “Problem Aware”

Your first blog article targets people who are not yet aware of your product or service. Frankly, they don’t care. Yet. They are too tangled up in their own concerns.

But there is one thing that they do know: their problem.

For the surfer, their problem is that they are struggling to cut through big, rough waves. For the comedian, they are terrified of their jokes bombing during their first stand up comedy gig. For the furniture enthusiast, they want interesting furniture in their home and aren’t satisfied with the options on the market.

What is the initial problem that your product, service or website is solving?

The more you can understand the problem, the better your marketing. Great copywriting centers on the customer. You want to understand their problem better than they do so that customers will fist-pump the air and say “Yes, that’s exactly the problem I have!”

START WITH SEO:

Now for these visitors who are problem aware, how do they describe that problem? What search terms would they punch into google?

Your first blog post needs to address that exact problem, and expand upon it. Bonus points for using the keywords they’ll be whacking into Google (read our latest post on Keyword Research to get some great ideas).

For our examples, perhaps these are some search terms we might find from our keyword research:

  1. “How to stay on surfboard in rough waves”
  2. “Stand up comedy tips”
  3. “Unique furniture designs”

The goal of this first blog article is simply to attract readers with that one specific concern and provide the value they are seeking. That’s all!

With Thrive Themes, we call this “going deep rather than wide”. You don’t need to go and sell your entire business to them, you just need to provide extraordinary value centered on that one problem they are preoccupied with.

Remember, at this point the customer is not searching for the solution in Google, because they do not yet know that solutions exist. The Stand-Up Comedian is only trying to get tips to improve their jokes. They aren’t looking for classes or coaching yet, since they aren’t aware it's even an option yet.

All they know is their problem. So this blog article needs to meet them where their mind is at.

BLOG ARTICLE 2: “Solution Aware”

Now imagine someone has already discovered some solutions to their problem. This is a person who is ‘solution aware’. There might be a magnitude of solutions, but at this point they just started to understand that their problem is solvable.

Once someone knows this, their interests have changed... and so have their search terms. What is this person searching for in Google now?

  1. “Are 3-finned surfboards better in rough waves?”
  2. “Stand Up Comedy Classes”
  3. “DIY Furniture Making”

Once again, go deep, rather than wide. This second blog post should educate the visitor about solutions that they have and how they can fix their problem.

To complete this stage, the blog article should attract a visitor who is solution aware and then put them into a mindset where they are ready to choose from the available solutions.

Using the surfboard example, this second article might explain the value of 3-finned surfboards. You could mention that 3-finned boards have better traction in the water, that they make a difference to speed on larger waves, and that they are preferred by World Champion surfers.

By the end of the article, your goal is to convince a surfer that a 3-finned surfboard will help them solve their problem of riding on rougher waves.

They are no longer just aware of the solution. They now have a desire for the solution.

BLOG ARTICLE 3: “Comparing Solutions”

Then finally, your third article needs to address why your product or service is the right solution for them. As before, think about what they might be searching for in Google if they want to compare options:

  1. “Best 3-Finned Surfboards”
  2. “Stand Up Comedy Classes in New York”
  3. “How to make DIY furniture”

Each of the above search terms has a specific intention in mind. The visitor is near the point of making a decision and the corresponding blog article needs to match that intention.

Since the visitor is already solution aware, they know most of the benefits to products similar to yours. But this is your moment to give extra details on your unique selling point.

But avoid letting this third article turn into a sales pitch. Save that for your sales page itself. Blog content is an opportunity for you to explore the values of your service without necessarily screaming "Buy! Buy! Buy!". It still must give value to the visitor by helping them make a decision.

After all, the visitor is still educating themselves on their options whilst getting ready to purchase.

Hopefully, throughout your 3rd blog post you have talked about the specifics of your product over competitors and put the visitor into a frame of mind where they are interested in your offer.

Let’s use the Comedy Coach example:

The visitor searched “Stand Up Comedy Classes in New York”. The inclusion of a location is unique to people in the Comparing Solutions stage. They want to sort through the options and pick the best Comedy Class that suits their circumstances. That means a class in their city.

But our hypothetical business isn’t teaching classes. Instead, they are providing 1-on-1 coaching for aspiring comedians. So this 3rd blog article could be titled “Why you don’t need Stand Up Comedy classes: You need a Coach”.

The Blog article could address the flaws of generic comedy teaching and then position their 1-on-1 coaching sessions as a superior solution. The article helps the visitors compare solutions and make a choice.

Most importantly, this article needs to be insightful and valuable, regardless of what decision the visitor chooses.

Comparing Solutions with Thrive Themes


A great example of 'Comparing Solutions' content is a piece Shane wrote which compares Thrive Ultimatum to Deadline Funnel.

For visitors who want to add scarcity marketing to their business, this article is a valuable comparison piece that thoroughly explores the differences and similarities in these products.

Your 3rd blog post should do the same for your niche.

Putting It All Together

Now let’s take a look at the 3-post content marketing funnel we can chain together for each of our hypothetical businesses. 

Here are some blog titles they might use. If you’re stuck for headline ideas, you can use our free Headline Swipe File on Thrive University to help you write amazing headlines that attract readers to your blog.

Surfboard Manufacturer:

  1. Looking: “How to Stay on Your Surfboard When the Waves Get Rough”
  2. Learning: “3-Fins Are Better Than 2: The Physics of Your Surfboard Fins”
  3. Comparing: “The Ultimate Buyers Guide to 3-Finned Surfboards”

Comedy Coach:

  1. Looking: “20 Tips to Writing Stand-Up Comedy That Gets a Laugh”
  2. Learning: “Comedy Classes: Can You Really Learn to Be Funny?”
  3. Comparing: “You Don’t Need Classes for Comedy: You Need a Coach”

DIY Furniture Hobbyist:

  1. Looking: “Top 10 Unique Furniture Designs You Won’t Find in Stores”
  2. Learning: “How I Made a Coffee Table That Made Pinterest Go Bananas”
  3. Comparing: “How to Build Your Own Beautiful Furniture with Just 3 Common Tools!”

When you read each of those 3 blog post titles in a row, can you see the journey it provides your visitors? They begin with one thought and advance to a logical conclusion… which just so happens to be where your product or service is waiting for them.

Real World Examples:

So, let’s have a gander at some businesses that have 3 blog funnels. Many of these aren’t optimized and I can see ways they can be improved (we’ll get to that later), but the core concept is there.

Family & Cosmetic Dentistry:

There’s a dentist in Charlottesville, Virginia who has a blog filled with articles on a range of topics relevant to dental health. Although they help with any type of dentistry, they also have Smile Whitening services. Their end goal is getting website visitors to book an appointment with the dentist.

Within their blog, I found these 3 articles that work like a funnel:

"How to Get a Whiter Smile"

Problem Aware:
For a visitor who is concerned that their teeth are yellowing, they would find value in the article “How to Get a Whiter Smile”. The search term they enter into google is literally the title of the blog post and meets them exactly where their mind is at.

"Does Charcoal Toothpaste Really Whiten Teeth?"


Solution Aware:
This next article targets visitors who are aware of one of the solutions for teeth whitening, but are still researching and self-educating: “Does Charcoal Toothpaste Really Whiten Teeth?

They aren't ready to buy... yet... but they have become aware of Charcoal Toothpaste as a potential solution to their problem. For someone researching this topic, this article provides great value!

"What to Look For in a Toothpaste"


Comparing Solutions:
Finally the visitor is getting ready to take action, to do something about their teeth and try to whiten them. They are aware of whitening toothpaste, but they want to choose the right one that's recommended by a dentist.

And to help them make that decision, this is the article they find: “What to Look For In a Toothpaste

The Charlottesville Dentist offers smile whitening treatment, and each article either links to the sales page or has a Call to Action to book an initial consultation. You can see how they are targeting visitors at multiple stages of interest.


Zapier:

Another example of these 3 articles in action is with the automation and API connection software, Zapier. Their blog is full of great content, but look at these 3 specific posts:

"16 of the Best Ways to Work Smarter, Not Harder"


Problem Aware:
For the entrepreneur or freelancer that is finding it hard to manage their weekly tasks, this first article would meet their Problem: “16 of the Best Ways to Work Smarter, Not Harder

The visitor would love to find ways to halve their workload and cleverly cut corners, but they mightn't be aware of any solutions yet. If this article popped up in their social media feed, it might attract their click.

"How to Automate 10 Tedious Tasks and Get More Time Back"


Solution Aware:
After being introduced to Automation as a means to save time, the visitor might want to know how they could use Automation for their workflow.

Conveniently, this article is waiting for them: “How to Automate 10 Tedious Tasks and Get More Time Back”. In this article, the value of Automation is thoroughly explored, but with specific focus on the visitor's problem — getting more time back.

"Marketing Automation Secrets: 50 Ways Experts Use Zapier"


Comparing Solutions:
After understanding the value of Automation, the visitor may want to consider investing in something to speed up their workflow.

There are a few ways to incorporate automation, but this next blog article will show them specifically how Zapier is a great choice: “Marketing Automation Secrets: 50 Ways Experts Use Zapier”.

Although this article doesn't mention their competition, it's focussed on all the benefits their solution can offer to the visitor. It's a perfect piece for helping them choose Zapier and includes links showing them where to go to get started.


Premium Beat:

The royalty-free stock music website Premium Beat has a huge blog appealing primarily to filmmakers. Amidst those blog posts, you’ll find these 3 articles:

"6 Tricks to Finding the Perfect Soundtrack For Your Video"


Problem Aware:
Video editors, directors and producers know that music makes a huge impact on the perception of your videos. Countless hours have been lost trying to find the right music, or hiring composers that don't really understand the vision.

For visitors who are aware of this problem, Premium Beat conveniently has this article waiting for them: “6 Tricks to Finding the Perfect Soundtrack For Your Video

"What is Royalty Free Music? What does it mean exactly?"


Solution Aware:
Hiring a composer or purchasing a license from musicians can be very costly and slow. So for the video or film producer that has heard of 'Royalty Free Music', they might be intrigued and seeking to understand how it can benefit them.

Premium Beat has an article designed around educating someone in this Solution Aware stage: “What is Royalty Free Music? What does it mean exactly?” Once again, the blog title includes a common search-term these visitors often search for in Google.

"Your Guide to Buying Stock Music: Royalty-Free vs. Other Options"


Comparing Solutions:
As a video editor, producer or filmmaker is nearing the point of committing to music, they need to evaluate the best choice for their project.

Perhaps overwhelmed with options, an elaborate Guide that helps them make the right choice would be very valuable. And here it is: “Your Guide to Buying Stock Music: Royalty-Free vs. Other Options

The header of Premium Beat's website keeps their royalty free music library just one click away from any visitor in any stage of this funnel.

How To Optimize Your Blog Funnel

There are a few additional things to do to make the most of your hard work building your 3-post content funnel.

Of course, Thrive Architect can be used to create visually appealing blog content that converts. If you want to upgrade your blogging game, check out our video showing you how to design beautiful Blog Articles with Thrive Architect.

But apart from making your content look more interesting, here’s some other important points you need to keep in mind.

LINK YOUR POSTS:

  • Use hyperlinks within your content to chain each post to each other. Including internal links will benefit both your readers and your SEO results since Google can crawl through your site better.
  • Once all 3 articles are up, include a Call To Action link near the bottom of the each article taking them to the next stage in your blog funnel.
  • At the end of your 3rd article on Comparing Solutions, link to your product sales page.

Why It’s Important:

In an ideal world, a problem aware visitor will land on your first post, read it and click through to the second post, then the third, and then finally arrive on your sales page. By this point, they have been fully educated and are now ready to take a purchase action.

Although that smooth and unbroken chain of events is unlikely, you should make it possible.

But by linking the articles, you can also welcome and help visitors at any stage of the funnel.

Perhaps a surfer already knows that 3-finned boards are better in rough waves, so they enter your funnel on the second or the third article. They can still continue through to the Sales Page.

ASK FOR LEADS:

  • Use enticing opt-in forms on your blog to encourage readers to join your mailing list. All of your opt-in forms can be easily managed through Thrive Leads too.
  • Create targeted opt-in bait that relates to visitors that come across these blog posts. For example, the Surfboard manufacturer might offer a free eBook on ‘Surfing Techniques’ in exchange for email subscribers.
  • Use an Autoresponder Sequence to share these blog posts with your new subscribers. If you’re starting a mailing list, you can create an email sequence that automatically sends to new subscribers pointing them towards each of these blog posts, bringing them back into the content funnel.

Why It’s Important:

The internet already provides enough distractions. Did you know that around 75% of Blog Visitors never come back? If they don’t come back, they don’t buy. So do whatever you can to keep your visitors returning for your content.

Starting a mailing list is one of the most effective ways to capture your blog visitors and keep them interested in your content. By building a mailing list, you'll have an audience you can easily reach whenever you publish new content.

Convert More Readers into Subscribers


If you want to increase the visitor to subscriber conversion rate on your blog, then you absolutely need to take our free course on how to write persuasive opt-in forms at Thrive University.

Sign up today to get an edge over your competitors by writing opt-in forms that cater specifically to your blog visitors.

SHARE YOUR ARTICLES:

  • Create relevant Social Media accounts to share your blog posts and encourage interaction with your articles. You won’t get visitors if you don’t make the post visible.
  • Ask visitors to share your blog posts too. We often include a Call To Action asking people to share our posts or leave a comment.
  • Consider investing some money into boosting your posts on social media. Be careful as you can burn through cash quickly using this tactic, but it can be an effective way to jumpstart your blog reach and get some mailing list subscribers quickly.

Why It’s Important:

It’s a common mistake to think that the quality of your blog articles should be enough to attract an audience. It’s not. With millions and millions of blogs online, it’s easy to get lost in the noise.

The good news is that most bloggers are lazy and aren’t willing to spend time marketing. This is an opportunity for you to get a competitive advantage by doing what others don’t.

Once you have these 3 blog posts, spend ample time sharing and promoting your content online. If you’re looking for a great plugin to help you add high-power Social Sharing buttons on your blog, then visit our Social Sharing Button Review on Active Growth.

And if you don’t have a sizeable audience on Facebook yet, but you want to jumpstart your marketing, have a look at our recent Guide to Launching your first Facebook Advertising Campaign.

Speaking of Social Sharing...

We always recommend you have a Call to Action at the end of your blog posts, and since we practice what we preach, here is ours!

Did you learn something new in this article?

Show your appreciation by hitting that social share icon below this paragraph and get it out to the people you know that need it!

Author: Bradley Stevens

Brad is a marketing nerd who is passionate about DIY creativity. He’s been a videographer on top of the Sydney Harbour Bridge, a drummer in a rock band, an actor in independent films, and he’s the founder of the website Micro Budget Film School where he teaches ultra-low budget film producing.

  • Anup sharma says:

    Very nice post thanks for sharing with us. Keep it up. We support you.

  • johnsmith says:

    Amazing article thanks for sharing this post.

  • Kerry says:

    Tops article Bradley.
    You put the buyer’s journey framework so neatly into practice.
    Well done – thanks.

    • Thanks Kerry! That’s what I like about this approach too. It takes the ‘theory’ and creates a solid way to put that theory into practice. I felt that was something missing.

  • Maurice says:

    A very timely article as I’m just about to start a new blog and this reminded me of the importance of the customers journey and how interesting, well laid out content can assist in that journey.
    Nicely done!

    • Perfect timing! Hope your new blog builds some momentum and I’m glad I could give you some ideas to start with. Thanks for your comment, Maurice

  • steven lee says:

    Thanks for sharing this information with us.

  • Andy Foster says:

    Thanks for the article, it’s great to read a blog which is full of substance. Love the theme that you used for ‘Micro Budget Film School’ website. Please would you share which theme you used? :-)

    • Sure! I use one of the Thrive Themes called ‘Pressive’, and Thrive Architect. It’s a legacy theme, which means we don’t sell it any more but it is available to members. When we eventually release the Thrive Theme Builder, I’ll rebuild my site with that but customise it to look similar to Pressive. One of our other writers wrote a piece about how I built my site with Thrive. Might be worth a look if you want to know more. Thanks for your comment, Andy

      • Karen McCamy says:

        Hey Brad,
        FWIW, the article you reference above — the case study — has been a HUGE inspiration to me! It’s well worth the read and study to see just what you did and why.

        No less helpful — and a true inspiration — was seeing how you customized one of the Pressive home page templates to fit your business’ training model!

        I’m in a similar position (I teach WordPress to total beginners) and your excellent Home page has helped me think ‘out of the box’ and see just how I could customize my own home page!

        I encourage everyone to read that case study! :-)

        Great job on this article as well! Glad to see you as a Thrive writer!

      • I’m stoked to hear that! Ah, it’s been lots of hard work and I love hearing that someone else learned something valuable from it. I’m glad you like my homepage. It’s funny how it’s hard to see your own work objectively… I still see heaps of room for improvement on my homepage. But as we teach here: the 80/20 rule, right? It’s good enough for now.

        Thanks for your comment, Karen

  • Melodye says:

    Thank you for this article. It’s very helpful. However I’m in a position where I am not selling products that people truly NEED. I have an econ store that focuses on fun things people might want like mugs, tees, etc.

    The products offer a range of messages and most offer customization and personalization.

    I’m at the stage where I want to create a blog for my site. Right now I’m just kind of focusing articles that focus on parenting, children, etc since many of my products are family-based.

    Honestly I’m not really sure how I can apply the three blog strategy in my case. Any suggestions would be helpful and appreciated.

    • Your store sounds great. Without knowing anything more, I’d say customization and personalization is your Unique Selling Point. Although it’s easier to understand funnels when customers have a ‘need’, everything still applies to a ‘want’- it’s just harder to see.

      Consider someone buying a personalised gift. I’d say 3 blog posts could be:

      1) For someone that hasn’t thought of personalization: “5 Best Birthdays Gifts You Can Buy Online Right Now”
      2) If they do know about personalization: “What Does Giving a Personalized Gift Say About You?”
      3) Comparing solutions: “How To Buy the Right Personalized Gift Online”

      The difference is that I’d link each blog article to a product sales page, because I don’t think anyone needs to move through the whole funnel to be ready to buy.

      Hope that gives you some ideas, Melodye

      • Melodye Y says:

        Yes, it is helpful and thanks so much for replying! I do like the ideas and will definitely give them some thought. I appreciate you :)

  • aziz says:

    great strategy , thank man

  • CRISTINA says:

    Great article, I truly appreciate it and will take action, many thanks!
    Cristina

  • Gabriella Kozma (registered) says:

    Professional and amazingly thorough – like always! One not directly related, but very important question…Is TA compatible with Linux (Ubuntu)? I’d like to build my website with TA, but right now I have a computer with Linux, which is perfect, but not compatible with everything.

    • Thrive Architect entirely runs inside of a browser, so it’s not dependent on your operating system. So long as you can get a modern browser like Chrome to play on your Linux machine, you shouldn’t have any problems. So, yes you can!

  • Bernhard says:

    But why 3 articles and not just one?

    One Article that has all three sections covered.

    What’s your opinion on that also when it comes to SEO.

    Pros & Cons?

    • Hey Bernhard, I like your thinking. I advocate both and for different reasons. In fact, when starting a blog, I’d suggest starting with these 3 blog posts and then creating a huge piece of Pillar Content that has all 3 stages in one. Pillar Content (one huge post) has some SEO advantages: people stay on the page longer because there’s more to read and Google sees that as a ranking factor. They also tend to get bookmarked and shared more often.

      But I still think it’s important to create 3 isolated blog articles for one main reason: each article meets the reader where they are at. Someone who is in the ‘comparing solutions’ stage may not see value in an article that starts just by talking about a problem for the first third. They already know the problem and just want to compare their solutions.

      By isolating each stage, you can tightly focus your writing on the one concern that the reader is presently occupied with. That means you can optimize headlines, engage the reader quicker, and provide more targeted value. It’s also much easier to write 3 shorter pieces and publish them than to perfect a 6000 word masterpiece.

      Thanks again for your question, and I hope that helps!

  • Jesús Rodríguez Ontiveros says:

    Thank you for sharing this post about creating blogs. It’s very illustrative. Regards.

  • Ramesh P says:

    thank you, Bradley, such a great article, learned a lot here

  • Santiago Naranjo says:

    Excellent article Bradley. This is one I’m going to have to come back to and re-read :-).

  • Rafael F says:

    Fantastic article! Thank you for your tips ;)

  • Lisa Sicard says:

    Hi Bradley, love this one! You gave me an idea to run with.
    I help customers with social media management as they don’t have time as they are running their own businesses. But I do offer unique posts etc. I don’t just post and forget it. I help with engagement too. So I must appeal to others who have no time for their social media but know that they need it to generate more business.
    I will do the SEO search and go from there. Thank you! Too often we post about what we know and not what our customers need.

    • Ah, yes- the curse of knowledge! It’s like knowing the end of a horror movie: once you’re familiar, it’s not as scary. Glad this could help you plan some content, Lisa

  • This is a fantastic article!

    We have recently stepped into the world of non-profit. We help people impacted by natural disaster (most recently Hurricane Harvey and Hurricane Florence) by partnering with churches that are located at the impact point.

    The church then becomes a hub for volunteers that arrive weekly to physically rebuild homes in the community.

    The volunteers do not need to have any construction experience since we provide the construction and trauma care training so they can step into a home and meet the exact needs of the homeowner.

    We need people to want to partner with us financially so that we can continue helping in this way.

    We also need people to volunteer for a week (a majority of our volunteers come from churches all over the country who send a team on a “short-term mission trip”).

    I am about to start a blog. Could this same concept be used when you are looking for donors or volunteers instead of selling a product?

    Thanks for your help!

    • Hi Kristen, sorry I missed your comment earlier. Sounds like you are providing a great service, but it does have it’s own set of marketing obstacles! Here’s my thoughts:

      Let’s take the volunteer idea and work backwards. I’d imagine you get more volunteers when there’s a recent natural disaster. People often feel helpless and want to know what they can do, but they might not be informed about different crisis organisations. To the uninformed, what might they search? Here’s 3 blog headline ideas that follow this funnel and could catch their eye.

      1) Problem aware: “How to help after a natural disaster” – include information about how many lives are affected by disasters and explain that non-profits like yours exist, and what a difference they make.
      2) Solution Aware: “Why you should volunteer after a crisis even if you have no skills” – include information about how organisations like yours will provide free training and stories about how untrained volunteers went on to make a big difference.
      3) Comparing Solutions: “Which non-profit you should volunteer for after a crisis” – include information on what your non-profit actually does and what the complete week-long experience is like, how the volunteer will be treated, etc., with a call-to-action to contact your organisation.

      I’m sure those headlines could be written to be more powerfully, but I think you get the idea. It’s definitely possible to blog about this service you offer! Start by imagining someone who doesn’t even know that organisations like yours exist, but they have a desire to help, then give them all the information they need to move there.

      That’s my thoughts, and I hope it helps. Best of luck!

      • Kristen Holman says:

        Thank you Bradley! This is so helpful!

  • Rick says:

    Thank you for this article, I will now start with posting :-)

  • James Thomas says:

    I always learn something new from these tutorials.

  • Rob Manning says:

    Great article, have reread it a couple of times. I’m now trying to put pen to paper and use it in my own business. I’m struggling to translate it over into physiotherapy ideas! Any help would be greatly appreciated

    • I think Physiotherapy would share some marketing cross-over with the Dentist example I used in this article, in that visitors have issues or pain first. So without understanding your skillset, here’s a few thoughts:

      Blog Article 1: What’s the symptoms of a common issue you can treat, and what might someone search for if they have those symptoms? Perhaps they search ’causes of ankle pain’. Can you write about that?

      Blog Article 2: What’s are the ways to fix those issues that create the symptoms? People might search for ‘how to fix ligament swelling in ankle’

      Blog Article 3: Finally to get someone to book with your practice, you might want to write an article like “Best physios for fixing ankle pain”, and list information about how you’ve helped people with this problem before.

      Clearly I don’t understand your profession, but that might be a starting point. Hope that gives you ideas!

  • Michael says:

    Thanks for writing this article. Now, I can produce meaningful content around the same topic by targeting different stages of the customer’s journey.

    Can this method be used for affiliate products, too? Or should we use it exclusively for products that we create and sell?

    • I don’t see why not. You’d just need to understand the the product you are are selling inside and out. Though, we always recommend creating your own products since affiliate marketing is difficult to sustain. Hope that helps, Michael

  • Adam says:

    Hey Bradley! This was such a well laid out article. First one in a long time that I was like wow.. and went back and read it again. Thanks for the amazing content.

    Wondering if you had any ideas for me: I have a coaching program (that I’m also turning into a course soon from the videos Ive been recording) that teaches Bars, Breweries and Restaurants how to get more customers in their door (and keep them coming back) using social media / digital marketing.

    I figured a blog article (or multiple like you recommend) could be good to suck people in and either get them to apply to work with me (now) or to my sales page for the course. Any ideas on titles/ content? Really appreciate it, man!

    • You’re welcome, Adam. That’s a really cool niche, and I think a series of articles could work well for this. I’d say that the top of the funnel is restaurant or bar owners that don’t even know what digital marketing really is- sure, they’ve seen facebook adverts but perhaps haven’t thought about how that could help them. By the end of the funnel, you want them to be ready to build their own digital marketing strategy and hire you to do it. Here’s 3 quick titles I can think of:

      1) Problem Aware: “How to get loyal customers for your bar or restaurant that keep coming back”
      2) Solution Aware: “10 ways your restaurant or bar can use digital marketing to fill tables tonight”
      3) Comparing Solutions: “Bar & Restaurant Owners: Here’s the best digital marketing strategy to double your profits in 60 days”.

      Hope that gives you some ideas, and thank you for your comment, Adam

  • Robson Wolanski says:

    Thank you for this great article. I’m always learning about blog content creation and this is gold.

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