For a moment, imagine yourself in the London Tube System. (That’s the subway for anyone not in the know).

You need to go to London Bridge and you’re at Piccadilly Circus.

How do you get there?

Every station has these little maps of the system literally everywhere. On the hallways…on the platforms…before the entrances…you name it they’ve got a map.

Not every map has all the details. If you don’t know the system at all, you can ask someone who works there.

But, the London system is used by thousands of people daily. A good portion of riders are other lost tourists. So you may waste 45 minutes in line only to realize it was to buy tickets and information is somewhere else.

You can skip the queue and follow the navigation on the maps. Every line is a different color.  

Find the right color and you can find your destination.

Let’s say you know your destination is on the Jubilee line. Follow the line until you find your destination. Then, find your current location (helpfully marked with a big star) and you can plot your path.

The guidance doesn’t end there. When you start walking into the station there are signs hanging from the ceiling and marks on the wall pointing to the correct lines.

When you get close to the platform, there is a sign on either side of the hallway. It lists the station you’re at and the next stops, so you can tell which side (and direction) you should be on.

Navigating the web and your site is similar to a London Tube Station. You can ask the general question, like “How do I get to London Bridge” to the general map or an employee (Google). From there, you might be pointed in a general direction (a website).

To get to the exact information you want, though, you need to navigate.

If your site doesn’t have signs hanging from the ceiling, walls and marked on the floors in big bright arrows, people may never find their answers.

Create Your Answers

And that’s the last part of the Concierge Conversion Method. You’ve defined exactly who you’re talking to. For the Tube Station, it may be a local, a tourist or a commuter. Each has very different needs.

You’ve found out their questions and you’ve gone through your marketing and site to see if it’s easy to find the information in an audit. Now, it’s time to fill in the blanks and Answer.

Anything that’s difficult to find information on, you’ll reorganize. If there’s information you don’t list, you’ll create a resource to answer it.

What to Create?

There are many options to create content.

• Promoted posts
• Blogs
• Static pages
• Social media
• Lead magnets
• White papers
• Etc.

Which one should you create?

That depends on your Audience.

Where do they hang out? How do they prefer to get information? Do they have a lot of time or are they very busy?

Are they presenting this information to someone else? Does it need to be something they can physically hand over?

What you create is based entirely on your Audience and what they are Asking.

You already have the topics-your Asks. Now, it’s time to create.

Where to Place Them?

Your audit showed you what is and isn’t working in your marketing. It also showed you where there are gaps in the marketing between your audience and what they are asking.

You’ll be creating material to answer their questions.

Options for publishing content include:

• Trade publications
• Authority publications
• Promoted Content
• Your own blog
• A free download
• Handouts at a trade show
• Giveaways

And these are only a few places you might choose to use your new content. Remember, think clearly about where your Audience is in the buying process when they Ask their question.

Where are they likely to start their search? That’s where the content needs to be.

Create Your Own 12-Month Marketing Plan

This method has laid out exactly what steps to follow to create the next 12 months’ worth of content. Use your Audience, Ask, Audit and Answer to create the exact information your buyers are searching for.

You can do this the hard way, and DIY. Or you can go through this process, step-by-step, in a new course on the Concierge Conversion Method.

Dive deep into your business and create content that speaks to the right person at the right time with the right message. Build more long-term customer relationships with higher customer value.

The course is launching soon. Grab a spot on the waitlist to be the first notified AND to get special introductory pricing as a reader.