Come up with one content idea for each of three B2B buying jobs in Gartner’s B2B buying journey (identify a problem, explore solutions, select a supplier). The goal of your content is to attract a reader who wants to hire a web developer abroad to build a product for a startup. Assume that you’re working for a recruitment company that assists clients with hiring software developers.
Don't know how to do it? Read Chapter 1 of the book From Reads To Leads.
Write a small paragraph about your new fitness app for people who want to get in better shape but hate gyms. Use one of the three techniques mentioned in chapter 2 to create a bond with your audience:
Don't know how to do it? Read Chapter 2 of the book From Reads To Leads.
Drive home the idea that “DevOps results in increased revenue” using a unique message to target each of your four types of readers: charismatics, skeptics, thinkers, and followers.
Don't know how to do it? Read Chapter 3 of the book From Reads To Leads.
Create a spreadsheet with the following columns:
Source
Wants / Needs
Pains
Barriers / Objections
Values
Conduct voice of the customer research. Copy the phrases your customers use that reflect their wants and needs, pains, objections, and values in the corresponding columns. Then analyze these phrases considering what your customers say, how they say it, and why they say it. Highlight your most interesting insights.
Don't know how to do it? Read Chapter 4 of the book From Reads To Leads.
Write jobs to be done for readers searching for these keyword phrases:
Don't know how to do it? Read Chapter 5 of the book From Reads To Leads.
You’ve been given the assignment to write an article about how to monetize a mobile app for a company that provides mobile app development services. What might be your goal for this article? What action do you want your readers to take once they’ve read it?
Don't know how to do it? Read Chapter 6 of the book From Reads To Leads.
Assume you work at a product development studio whose services include analyzing product growth metrics. You’re writing an article about what product metrics a startup should measure. Insert your experience into your intro to make the reader understand who you are and trust what you say.
Intro:
At the heart of any successful product lies thorough analysis and some luck. Measuring startup metrics plays a key role in creating a successful product. In this blog post, we’ll reveal what metrics a startup needs to measure at different stages of their lifecycle and what insights they can gain from those metrics. Let’s get started.
Don't know how to do it? Read Chapter 7 of the book From Reads To Leads.
Rewrite the following sentence so it talks about your customers and not about yourself:
We provide pricing analytics solutions to improve the profitability and market share of retail companies by defining optimal prices and pricing strategies.
Don't know how to do it? Read Chapter 8 of the book From Reads To Leads.
Rewrite the article title below using positive framing:
Stop Wasting Time on Diets That Don’t Work
Don't know how to do it? Read Chapter 9 of the book From Reads To Leads.
Rewrite this message that talks about features into a message that talks about outcomes:
Our software can handle multiple data streams at the same time.
Don't know how to do it? Read Chapter 10 of the book From Reads To Leads.
Your readers fear that their data might get lost or fall into the wrong hands. Use the eight formulas you’ve learned to persuade your readers to buy your company’s backup software. The eight formulas are:
1. If–then…
2. If you don’t do anything, it will just get worse…
3. What most people do…
4. Imagine this…
5. If the only thing you get is…
6. Don’t let this happen to you…
7. What if…
8. You’re standing at the crossroads…
Don't know how to do it? Read Chapter 11 of the book From Reads To Leads.
Assume you’re writing an article on how online marketplaces have changed the world. The company you work for sells a white label software solution for building online marketplaces. Create a key message that includes the following components:
Don't know how to do it? Read Chapter 12 of the book From Reads To Leads.
Do you already have a bunch of content on your blog? It’s time to map it! Here’s how:
At Kaiiax, we’ve created a template for a content map built around the reader’s journey (using Schwartz’s stages of awareness). You can download it and use it as a starting point for your own projects.
Don't know how to do it? Read Chapter 13 of the book From Reads To Leads.
Watch the “Televerde Customer Story” made by LinkedIn about Televerde, a B2B lead generation agency that uses LinkedIn’s solutions. Then answer the following questions:
Don't know how to do it? Read Chapter 14 of the book From Reads To Leads.
Write a lead for an article titled “Want to Be the Next Zoom? Here Are 3 Secrets Behind Zoom’s Growth.”
A hint: When Zoom was built, video conferencing was a crowded market.
What might your question lead sound like?
Don't know how to do it? Read Chapter 15 of the book From Reads To Leads.
Rewrite the following paragraph to improve the flow:
Booking a table at a restaurant can be a painful experience. Restaurant managers accept calls about reservations and cancel orders. Usually, this approach to table reservations doesn’t allow a manager to see how busy the night will be. There will either be numerous open tables or scheduling overlaps. With a restaurant reservation app, such misfortunes can be successfully avoided.
Don't know how to do it? Read Chapter 16 of the book From Reads To Leads.
Connect the following sentences using transition words:
This job is monotonous. It’s boring. People don’t stay here for more than a year. There are ways you can make boring tasks more interesting.
Don't know how to do it? Read Chapter 17 of the book From Reads To Leads.
Write a short paragraph where the first sentence makes a clear point and all other sentences support it with proofs and examples. The point you need to make is that many local trucking businesses are unprofitable. Here are some facts to support this statement:
Don't know how to do it? Read Chapter 18 of the book From Reads To Leads.
Pull out your favorite book and write down the chapter endings for every single chapter. How does the author keep you reading? Where is the author choosing to end the chapters? What are the author’s techniques for endings? Write down your thoughts.
Don't know how to do it? Read Chapter 19 of the book From Reads To Leads.
Pick out two or three formulas you like most (or pick all of them) and try using them to communicate this message:
Build your website in an hour using our intuitive website builder.
These are all the formulas you just learned:
Don't know how to do it? Read Chapter 20 of the book From Reads To Leads.
Create an outline for your next blog post following the steps in the Chapter 21 of the book From Reads To Leads.
Rewrite the following sentence to make it clear and simple.
Media organizations are facing obstacles when it comes to leveraging an economically sustainable course given the widespread nature of commodity journalism that has become entwined with social media ecosystems.
Don't know how to do it? Read Chapter 22 of the book From Reads To Leads.
Rewrite the following sentence using simple transitional phrases:
Protecting business-critical data should be a primary concern. However, when your business migrates to the cloud, data protection consequently becomes more difficult. This is due to the fact that native controls and protective mechanisms are simply not found in the native Office 365 tools.
Don't know how to do it? Read Chapter 23 of the book From Reads To Leads.
Rewrite the following article titles using power words that trigger emotions:
100 Online Marketing Strategies for Everybody
How to Sell Art Online: The Ultimate Guide
10 Awesome Mobile App UI Design Examples
How to Start a Business: A Checklist on How to Go from Idea to Success
Why Becoming a Manager Is the Right Step for a Software Engineer
Check out the list of power words for ideas.
Don't know how to do it? Read Chapter 24 of the book From Reads To Leads.
Rewrite the text below so that it doesn’t contain weasel words:
Using our leading customer relationship management platform, you can expect significant growth in the number of sales-qualified leads in your sales funnel. Better still, our numerous clients usually experience a substantial increase in conversions.
Don't know how to do it? Read Chapter 25 of the book From Reads To Leads.
Rewrite the sentence below using specific words:
We ensure an effective end-to-end testing process by developing purpose-built solutions that simplify traditional methods.
Don't know how to do it? Read Chapter 26 of the book From Reads To Leads.
Rewrite the following article title using sensory adjectives:
10 secrets for creating an addictive and beautiful mobile app
Replace “addictive” with a word that describes touch and replace “beautiful” with a word that describes sight. Use sensory adjectives from this list.
Don't know how to do it? Read Chapter 27 of the book From Reads To Leads.
Rewrite the sentence below without using clichés (“next-generation,” “paradigm shift,” “the next big thing,” “today’s fast-moving world”):
Our next-generation voice commerce solution offers a paradigm shift in the way we shop. It’s the next big thing for today’s fast-moving world.
Don't know how to do it? Read Chapter 28 of the book From Reads To Leads.
Rewrite the following sentence in active voice:
In the event that services are required in addition to those already requested, send an email to the SoftMagic team.
Don't know how to do it? Read Chapter 29 of the book From Reads To Leads.
Write a small paragraph providing evidence that the US is a global hotspot for data breaches. Find data from reliable sources to support your claim.
Don't know how to do it? Read Chapter 30 of the book From Reads To Leads.
Explain what “the blockchain” is using a metaphor.
Don't know how to do it? Read Chapter 31 of the book From Reads To Leads.
Assume you’re writing an article called “How to Start a Dropshipping Business.” Analyze visuals included in other articles on the same topic:
Don't know how to do it? Read Chapter 32 of the book From Reads To Leads.
Your task is to ask your client to pay for your services. Do it in three different ways:
Don't know how to do it? Read Chapter 33 of the book From Reads To Leads.
The paragraph below is boring. It uses a formal writing style with lots of clichés, passive voice, and long-winded sentences. Rewrite it using a conversational tone of voice.
A large number of websites are built based on what looks good rather than by focusing on functionality and design that converts. The solution is to use a conversion-centered design on your website, which entails using established design principles to persuade users to tackle a single business-driven goal, helping to increase conversion rates and drive more leads.
Don't know how to do it? Read Chapter 34 of the book From Reads To Leads.
Read the following paragraph and write down any inconsistencies you notice:
The Ukrainian IT industry is expected to reach $10 billion by 2020. The local software development community grew by 27 percent in 2017 and currently employs over 185,000 IT specialists. Ukraine ranks fourth in the world by the number of tech workers after the United States, India, and Russia. Moreover, its IT workforce is expected to surpass the 200K mark in 2020. The vast majority of Ukrainian IT specialists—67%—live in major Ukrainian cities, like Kyiv, Kharkiv, and Lviv. Many companies prefer hiring Ukrainian developers, as they rank 5th among ratings of the best software developers in the world.
Don't know how to do it? Read Chapter 35 of the book From Reads To Leads.
Rewrite the paragraph below to it’s easy to scan and read:
SaaS products have plenty of advantages compared to conventional software from the user’s perspective. First of all, they’re available through a subscription that lowers the barrier to entry and allows more potential customers to purchase them because people are more likely to pay $25 per month than give $500 at a shot. What’s more, the SaaS model provides more flexibility to the customer. With usage-based pricing, the customer only pays more for the product when they receive greater benefit from it. Next, SaaS products are regularly improved, which means users don’t need to buy, install, or update their software by themselves. Another advantage is that people can access SaaS applications from any device and at any time (as long as there’s an internet connection). Last but not least, SaaS applications are already installed and configured in the cloud, so companies don’t need to spend time on software deployment.
All of these advantages make Software as a Service the best business model today.
Don't know how to do it? Read Chapter 36 of the book From Reads To Leads.
Fix the structure of the following bulleted list:
A great marketplace creates the following benefits for both buyers and sellers:
Don't know how to do it? Read Chapter 37 of the book From Reads To Leads.
Edit the text below, which is supposed to explain what the customer experience means for hotels.
Hotels do not simply provide a generalized customer experience that rests upon a website, guest services, and a manager who will address guests’ concerns—they think about the big picture, from booking to a branded hotel app to new ways to amaze their clients in the face of competition from market disruptors.
Don't know how to do it? Read Chapter 38 of the book From Reads To Leads.
Assume you need to write an article titled “Why Ruby on Rails is the best framework for web development” for a company that provides web development services. Who will you need to talk to so you can include their expertise in your article? Make a list of people (job roles) to interview and prepare a list of questions to ask them.
Don't know how to do it? Read Chapter 39 of the book From Reads To Leads.
This is going to be a bit intimidating. But uncomfortable, anxiety-inducing situations are often necessary for moving forward in life.
Once you’ve finished your draft, find the most unfriendly reviewer you can think of. This should be somebody whose opinion is valuable but whose feedback may come across as harsh. This person could be your manager, a subject matter expert, or maybe even your client. Ask them to give you their honest feedback on your writing.
After they review your work, respond to their criticism using the tips in this chapter. Pay attention to how you feel when reading negative feedback and how you feel after you respond to it calmly and constructively.
Don't know how to do it? Read Chapter 40 of the book From Reads To Leads.
Articles no one reads... Non-stop requests from ebooks to Instagram captions... Feeling a cog in the content machine... If you're thinking "Oh sh*t, that's me!" it's time to pivot into high-impact work. My newsletter will tell you how.
