THE BLOG

Raise your hand if you’ve sworn off creating “how-to” content. Or at least for a little bit… my hand is raised high so it’s okay if yours is too! 🙋‍♀️ For the last couple of years how-to content has gotten a bad rep. But when I stepped back to look at the content that I like to consume and the content of mine that gets the most views, it’s always my how to content.

72% of marketers surveyed by SEM Rush report that “how-to” content is a crucial part of their top of funnel (TOFU) marketing. And it’s not just a passing trend. Like I said, some of my best-performing blog posts, emails, and social content have been in the “how-to” category.

Ever wondered why?

“How-to” content isn’t merely instructional; it’s a gateway to showcasing the depth of solutions you offer. It’s the teaser that leaves your audience wanting more.

Here’s where it shines:
1️⃣ Actionable Insights – Immediate value through achievable steps.
2️⃣ Relevancy – Addressing your audience’s pressing needs.
3️⃣ Expertise Display – Positioning yourself as the go-to in your niche.

So, if you’ve sidelined “how-to” content, it might be time to rethink. Not just for education but for funneling, engaging, and ultimately converting.

In this blog post, I’m going to dive into the secrets of creating high quality how-to content so that you can apply it to your content strategy:

Getting in the “How-To Mindset”:

Have you ever seen a piece of content that is SO JUICY and so well done that you could act on that content lesson immediately? That’s intentional. The BEST how to content is so good, so thorough, so well thought out the creator would have made it for a paying client.

THAT is what mindset I want you to have when you’re creating how-to content. It doesn’t matter if it’s an Instagram Carousel, a TikTok, a Podcast episode, or even a long epic blog post. Make the content so good – that it’s content you’d charge for it. Make the content so good, that when you hit post, you’re energy is “you’re f*cking welcome.” and your audience is hitting save and share.

Decide on Your Topic:

There are a couple of ways that you can decide on the topic for this micro education you’re going to be gifting your audience with. But first, let’s take a beat to give some context around micro education.

Micro education typically refers to short, focused learning designed to impart a specific skill or knowledge in a concise format. They’re easily digestible and accessible. The emphasis here should be on efficiency and effectiveness that provides your audience with targeted learning opportunities that can be quickly applied to their situation or tasks. OKAY – onto deciding your topic.

👉Evaluating your Funnels: If you have a course or program that has a existing and well functioning funnel, consider writing how-to content that drives demand for whatever the first step is in your funnel. So if your funnel starts with a webinar, ask yourself what could come before the webinar. For example, let’s say you sell a course on copywriting and the course is sold through a webinar on the parts of a converting sales page. One piece of how-to content you could create is “How To Figure Out Your Brand Voice.” Then, at the end of the content, you could move them into the webinar funnel as the logical next step.

👉Looking at Audience Pain Points: Dive into what’s keeping your audience up at night. Connect with them on social, ask them outright, or dive deep into comments and feedback. Craft how-to content that tackles these burning pain points head-on, serving up actionable solutions and game-changing insights.

👉Start with Keyword Research: Let’s peek behind the curtain of search trends. Fire up your favorite keyword tool and hunt down those golden nuggets in your niche. Find the long-tail keywords and specific queries. Whip up how-to content around these gems, drawing in the organic crowd and demonstrating your expertise to your audience.

👉Look to What is Trending: Ride the wave of what’s hot and happening right now. Keep your ear to the ground on social feeds, industry watering holes, and buzzworthy publications. Spot the trends, the talk, and the chatter that’s got everyone buzzing. Serve up how-to content that offers your unique take, solving problems and sparking conversations in real-time.

Don’t stress too much over the topic. This is content you can create over and over again. Remember that you are trying to teach your ideal customer only ONE THING.

Decide on the Medium:

Once you’ve decided on the topic you are going to cover and what you will be teaching your audience to do, now is the time to create the actual content.

Decide what initial medium you want to create the content in. If video is your bread and butter, film a video that can be used on TikTok, Reels, and/or YouTube.

If writing is where you shine, create a blog post or email then repurpose the content into a post on social media.

If you’re a big talker and you have a podcast, create a podcast episode!

Other than figuring out where YOU create the content, also consider what format the content requires. If what you’re trying to teach them would benefit from a demonstration, consider a blog post with embedded screenshots or an embedded video demo.

Create the How-To Lesson:

The first time you try to create a long-form “how to” piece of content, it can be a little tricky. There aren’t really any hard and fast rules but here is what I do:

1. Solidify what will be possible for the consumer after they read or watch your content: How to content is easiest to write when it’s got a clear “this is what I’m teaching them to do” associated with it.
2. I run through the task myself: Even if it’s something I’ve done a dozen times before, I’ll run through the task again paying special attention to every step I take. During this step, I’ll also begin taking screenshots that I may need in the content.
3. Jot down the steps: While running through the task, I write down every step I’m taking on a note pad. No matter how small! Think about it like your content is a recipe for success. Pay attention and write down the steps into bite size chunks. Remember, you’re an expert in that thing that you do what comes naturally and feels good to you may not come naturally to your audience or a beginner!
4. Incorporate examples: Examples serve as proof that what you’re teaching works! They also provide inspiration and context to your audience. Whenever possible, share real-life examples or before and after transformations. This will not only make your content more relatable and approachable, but it can also show the tangible benefits of following your advice.
5. Decide and create your visual aids: Visual aids can really take educational content to the next level. Not every blog post needs visuals to go along with it but they can help!
6. Highlight common mistakes or missteps: Pointing out common pitfalls can be just as valuable as the instructions themselves. It shows your audience that you understand their journey and are familiar with the obstacles they might encounter. Plus, it gives you the opportunity to offer solutions or workarounds, further establishing your expertise and authority.
7. Add your call to action with next steps: Every piece of how-to content should end with a clear call to action (CTA). What do you want readers to do after consuming your content? Whether it’s to try out the task themselves, download a related resource, or move onto a more advanced topic, your CTA should be direct and compelling. This not only helps with engagement but also guides your readers on what steps to take next.
8. Improve: Finally, remember that creating effective how-to content is an ongoing process. Use analytics to track the performance of your posts. Which topics are resonating with your audience? Which formats do they prefer? Use this data to refine your approach over time.

In wrapping up, it’s clear that “how-to” content isn’t just a nice-to-have; it’s an essential component of your marketing strategy that serves multiple purposes—from showcasing your expertise and providing immediate value, to addressing your audience’s most pressing challenges with actionable insights. The beauty of “how-to” content lies in its versatility and the genuine connection it fosters between you and your audience. It positions you not just as a seller, but as a mentor and guide in their journey towards success.

But understanding the value and mechanics of creating compelling “how-to” content is just the beginning. The real magic happens when you apply these insights to a strategic marketing plan designed to attract, nurture, and convert your audience into loyal customers and raving fans.

If you’re ready to elevate your marketing game and craft a strategy that not only educates but converts, then it’s time to take action. Inside the Conversion Catalyst Club, I’m dedicated to helping you stack a new marketing strategy in 90 minutes or less every month. Together, we’ll create your own actionable 5-figure+ Marketing Strategy that doesn’t just attract attention—it nurtures your audience and converts them into lifelong customers.