How to Tie Your KILLER Content with a KILLER Strategy

Most marketers are still infatuated with the idea of the content calendar.

They spend long, tedious hours researching, planning, and writing their seasonal content that is quickly outdated and that they will have to redo the following year.

At Blitz, we ditched the content calendar years ago and now create content based on what is valuable and relevant to our audience. We then sequence our content into different customer journeys so that people naturally find what they are looking for whether it be a course, full-service package, or a useful guide.

We believe it’s time to invest in an EVERGREEN funnel that will drive you reliable business for years to come instead of seasonal content that dries up.

Here’s how you can combine two of our favorite and most effective concepts, the 3×3 video grid and the Dollar a Day strategy, to get more leverage out of your content.

3x3 Video Grid

Your 3×3 video grid consists of three different types of videos: your WHY, HOW, and WHAT. Together these three-main parts work to connect the parts of the funnel. Initially, you will have 3 one-minute videos in each phase, so 9 videos in total.

4 components of the minute video

It’s important to maintain an equal distribution of content in each phase. Don’t skimp at any stage in the funnel. This will help you build retargeting sequences and optimize your videos for your target customer.

When you’ve created your videos, create custom audiences of people who watched a certain video for 10-seconds or more.

Together, these custom audiences will work as the bridge to the next part of the funnel (WHY to HOW to WHAT). The people most interested in your brand will navigate through your funnel and “opt-in” to the bottom of your funnel, the WHAT stage, which is when you make the sale.

blitzmetrics awareness engagement conversion

It’s crucial to utilize the Facebook For A Dollar A Day (FDD) to test your videos against different audiences to find your best combinations. The FDD strategy allows us to test on a small budget to see if the content will perform well or not.

If the content performs well, amplify it by increasing the budget. If it is not performing well, there are three options – change the audience, change the content, or kill the ad.

Let’s take, for example, one of your HOW videos. You run the video towards two separate audiences for $1 dollar a day for 7 days to gather some initial data.

You can reference our Standards of Excellence to benchmark your ad performance.

Some key metrics depend on your objective and your specific products and services, but you should still use standard diagnostic metrics to identify where in the funnel you can improve.

Aim to keep your view-through rate high, 50% reach to 3-second views and 50% 3-second views to 10-second views. When you get a video with an average watch time longer than 10 seconds, you have a winner. The average on Facebook is only 6.

Keep in mind that you will end up killing 90% of your ads. This means that only 10% of your ads will turn out to be winners. Great painters were only great because they painted a lot. It’s the same premise of taking many shots on goal. Iterate, test, amplify or  kill and repeat.

metrics analysis action

When an ad performs well for the first 7 days, extend it for 30 days for $1 a day.

If it continues to hit those amazing results, you can even extend it for the rest of the year. The dollar a day budget is perfect for long-term evergreen campaigns because the budget won’t burn out a sizeable audience (50k or bigger).

Keep these winners documented in your Greatest Hits Library, a compilation of your best ads, to reference past success.

Soon, you will fill the entire 3×3 funnel with greatest hits that run 1$/day year-round and drive a healthy and reliable stream of leads for your business.

Test out our Facebook for a Dollar a Day strategy and let us know how it works for you.

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Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at dennis@blitzmetrics.com or on one of his social accounts below.