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What Content When Framework

WHAT CONTENT WHEN FRAMEWORK- for Geospatialers

Knowing what type of content to produce as a Survey Business or Geospatial Technology firm can be a real ball ache, but DON’T FRET Geospatialers because this ball has it covered ✅

Below 👇 I have shared some wicked-content-examples and showcased the types of questions you could answer.  The amazing balls examples are from real Surveyors and Geospatial technology firms from around the globe.  My opinion on good content!

This content cheat sheet is the back up documentation for the webinar “What Content When to Generate Sales” which took place on 13th October 2021 – for a copy of the recording, please email me 👉 elaine@elaineball.co.uk.  

NOTE: This is a working document meaning we will continue to add great content examples from Industry to inspire you with your content journey. ENJOY.  Elaine

The Process: EXTERNAL CONTENT EXAMPLES

Problem NOT aware + building SEO

In the Problem NOT aware + building SEO phase; the prospect may not be aware he she has a problem ‘yet’. so produce content pieces that could answer some probing questions!  I have split these up into 10 main categories Melanie Deiziel uses in her framework The Content Fuel Framework – a highly recommended book, which oozes tons of detail.

So lets begin,

People – tells a story of a person or group of people.  Ask ‘what people might the audience be interested in learning more about?’

Example questions could be:

  1. List 5 well known people in your niche?
  2. Working with your partners/ dealers; join forces and come up with 10 unknown rockstars within your industry who your joint audience would love to know more about.

EXAMPLE PEOPLE-LED CONTENT COULD BE:

An Interview with Mike Dziok, Marketing Director at Microdrones

Call me Charlie

Basics: general overview of a subject, background, how to etc

Example questions could be:

  1. List 10 Industry terms your audience may not be familiar with?
  2. List 5 myths you can help correct?
  3. List 5 topics your audience will not know about ie. What is Laser Scanning and how can it be used? – Example: TopoDOT
  4. List 3 things your audience may not be familiar with but would benefit them? Ie. River Surveying, 10 things to consider
  5. List 10 industry terms your audience may not be familiar with
  6. List 5 topics your audience will not know about ie. What is river surveying? 
  7. Find a competitor, you or an influencer – read through their comments and turn them into Q&As
  8. List 3 trends in your industry 
    1. ie. 2021 Trends in 3D Surveying and Reality Capture 

EXAMPLE BASIC-LED CONTENT COULD BE:

Trimble updates by Surveying with Robert

How are point clouds made

Down to Earth episode 1: fun and informative content 

What are the Different Types of Surveyors?

My First Day Surveying

Details – lengthy comprehensive and in-depth look into a subject

  1. List 5 things your audience may not be familiar with but would benefit from ie. Phosphate Testing – Adding Superior Value
  2. List 3 pieces of content that are myths ie. Is Classification of point clouds dead?  

EXAMPLE DETAIL-LED CONTENT COULD BE:

Work with industry professionals and come up with a focused content piece like what NaVis did; State of mobile mapping in 20201

How microdrones can help generate high accuracy mapping

What are the different types of surveyors 

History – relevant information about the past that your audience may be interested in

EXAMPLE HISTORY-LED CONTENT COULD BE:

Process – designed to help the audience understand how something happens, help them replicate the process themselves

  1. List 5 things on how you do something that your audience may not know about (helping them understand) 
  2. How we work with you – our process from enquiry to finished job – a step by step guide
  3. Behind the scenes at xxx Surveyors – a guide to safety in the water

EXAMPLE PROCESS-LED CONTENT COULD BE:

How its made – discovery channel 

How to do georeferencing of my survey drone data

Curation – intentionally selected list of items based on specific information.  Round up of the best, worst etc.. 

Now this is a brilliant idea; resources in your industry!  Within the Geospatial Industry / Survey profession, could you curate a ranked or unranked list of the following: 

  1. 10 best books on Survey 
  2. 10 Geospatial Marketers you should watch out for 😉
  3. 10 ten articles on River Surveying
  4. Best newsletters in the industry
  5. Best Survey based YouTube Channels
  6. Best Geospatial Exhibitions in the world
  7. Best movies that reference surveying
  8. Best University courses in Geomatics
  9. Most complicated University courses with the weirdest names 
  10. Worst Survey jobs on the planet and why
  11. 10 best ranked Drones and why
  12. 30 gift ideas for Surveyors
  13. 10 of our most viral social posts in 2020

EXAMPLE CURATED-LED CONTENT COULD BE:

Data – tell a story through numbers, trends or stats

  1. Work with industry professionals and come up with a focused content piece like what NaVis did; State of mobile mapping in 2021
  2. New Study; the ins and outs of River Surveying using GeoRiver 
  3. Here is what the data says about clients who have used x
  4. Find out what your audience thinks, likes, dislikes, do a poll 
    1. Ie Calling all ladies in Geospatial; What brought you into the Geospatial Industry? What made you join up?
  5. List 5 trusted sources where you might find relevant data to use in a time line or infographic?
  6. List products/ services that you could do a review on?

Product – product / service related information. 

  1. Rather ironic but it says what it does on the tin here! Product focused content, which we are REALLY REALLY good at! 😉
  2. List 5 products or services that you could list about?
  3. List 10 products you could do a review on?
  4. List 3 of your best products or services (you could tie this with an opinion piece too)
  5. Ask 10 clients for 10 product reviews
  6. Go mad on features and benefits!

EXAMPLE PRODUCT-LED CONTENT COULD BE:

Example – introduction, demonstrations or showing off an example 

Opinion – a view, belief or objective facts only

  1. Review your curated content and see if you could expand on any ie. 10 best gifts for Surveyors (why you like them!)
  2. What you think of x methods in surveying
  3. What I learn’t on the job!  ie. My first day Surveying 

Problem AWARE + building SEO

In problem aware, your audience are familiar with their issue, their pain and they have started researching to find out WHO can help them or WHAT can solve their problem!  Bearing this in mind, you need to think about the type of questions your buyer would put into Google in order to answer their probing queries!  Examples will be price, solution to x, how to, etc. Below I have outlined some questions and examples to share.

People 

  1. Interview a client on how you solved their problem
  2. List 3 customers you have helped solve their issues.  Summarise their case studies paying particular attention to their problem and how you solved it.  What was the outcome?   TIP: If the client is not keen on your sharing their stories, write the case study, then remove any mention of them.  Generalise it after you have gone through the main review.

Basics: 

Details

History

Process 

Curation

Data 

Product

Example

Opinion

Research

During the research phase, the prospect is hungry for details!  This is where you can go 🍌🍌🍌’s with your content.  I recommend one thorough piece per year.  Bear in mind you can outsource your copy writing to a copy writer!  They will just need a brief or outline to give them some context.  Tip: Check out Fiverr and UpWork to find a hot copy writer!  Check out my gal Stephanie White too!

Basics

Details

History

Product

Opinion 

Process

Data

Product

Opinion

The Process:  INTERNAL CONTENT

Purchase

During the purchase phase, you want to help SPEED up the sales cycle by producing content that will support your sales team and shorten that sales process!  Content that answers questions/ queries and pains that prospect may have.  Use this style content in emails, in-between discovery calls and demos, drip feed campaigns.  Remember the more complicated the product (esp process driven) the more buyers (and influences) will be involved.  So support that sale by backing it up with great content that addresses the good, the bad and the ugly!  Note: we don’t address formats in this blog YET but these could be writing, infographic, video, audio / podcast, map type of content, live video, REELS (on Instagram), image gallery or logo reel on your website, brochure, flyer, email footer.

People – in the purchasing phase, and to build rapport with prospects, use people content to make the buyer aware!  

Basics

Details

Process

Curation

Data 

Product

Example

Opinion 

If you have some super duper content that you would like us to feature, please get in touch with erin@elaineball.co.uk.  Note: This is a working document so we will continue to upload fabulous Geospatial content specimens for you!

 

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