The Cycle That Makes Engaging Content

Using data to create highly converting content with less friction

Fig 1. Conversion Conversations livestream held last December 2021

Can you relate to this?
😣 Do you find it difficult to come up with ideas for content?
😣 Are you tired of getting seen-zoned by your audience after hours of creating content?
😣 Is it challenging keeping your audience warmed up?

We could spend so many hours churning content endlessly, but wouldn’t it be so much more fulfilling to create content that people actively engage with? To make content that converts viewers into engaged audiences, we adapt an approach that helps make interacting with content practically irresistible.

The Content Creation Cycle

A data-driven approach to content creation

Fig 2. The Content Creation Cycle

Step 1: Goal-setting

A. What outcome does the audience want to achieve?

B. And how committed are they to achieving it?

Step 2: Data collection
Discover people’s challenges through one or both methods:

1. Conscious Challenges: Ask people what they’re confused about or where they’re stuck through Surveys and/or Burning Questions, or
2. Unconscious Challenges: Demonstrate or walk them through a process.

Step 3: Analysis

Prioritize which among the challenges can we solve that will create the biggest impact towards their progress.

Step 4: Propose a solution in the form of content

A. List down all possible solutions

B. Then among the list, use the pie framework to rank the solutions, which one is the easiest and fastest for them to execute

1. Potential — What opportunities can this solution open in terms of achieving the goal?
2. Impact — How close can this solution get you to the goal?
3. Ease of Execution — How small is the risk in terms of effort and time?

C. Pick the form/s of content that would be the most suitable for the solution to be consumed by the audience based on the Delivery Cube (by Alex Hormozi).

Step 5: Design the Materials/Media

Step 6: Go Live

Step 7: Gather Take-away and/or Feedback

Comments will tell us where the audience is in terms of their progress and what they find useful or not useful from the Live/Content

Step 8: Insights
This will tell us how to improve the type of content or whether we will need to shift to a different type based on analytics or the peaks and lows of engagement of the video/content

After step 8, go back to step 1.

This cycle was based on Errol Tiozon’s G.R.O.W framework:

• Gather Data
• Rank Ideas
• Optimize
• Work Mode

Fig 3. The results we’re getting from adapting a data-driven approach to content creation.

Hope this helps!
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