The Know Like & Trust Show with Britney Gardner: Authentic Automated Marketing

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In this episode, PR strategist Dina Behrman shares how entrepreneurs can use PR to build the know, like, and trust factor and attract ideal clients. She discusses leveraging existing content for PR, sharing stories and expertise for connection, and provides tactical tips for utilizing PR as a powerful marketing tool.

Dina Behrman’s professional journey unfolds like an insightful story, beginning with a decade-long chapter in journalism where she honed her storytelling skills. With the wisdom gleaned from her experiences, Dina turned the page and embraced entrepreneurship about nine years ago. As a seasoned PR strategist, she now crafts narratives that spotlight coaches, consultants, and owners of service-based businesses, positioning them in the public eye.

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More on DINA:Website | LinkedIn | Instagram

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Highlights in this episode:* 02:00 PR strategist Dena Behrman helps entrepreneurs gain recognition. * 06:06 Visibility and expertise enhance credibility and trust. * 08:39 Customers are discerning and can detect authenticity. * 12:49 Showcase personality and mission in interviews/articles. * 13:46 Relationship coach shares personal journey, gains clients. * 19:30 Repurpose content for PR and audience growth. * 22:40 Repurpose content for new articles to share. * 26:46 Thank you, PR help in show notes. Questions and Answers for Building Your Know, Like & Trust Factor Through PR1. How does Dina Behrman define PR and how does she convey its relevance to solo entrepreneurs and small business owners?She defines PR as leveraging other people’s platforms to share one’s story and expertise. She conveys its relevance to solopreneurs by emphasizing the power of getting in front of more of the right people, boosting credibility, and building a much bigger impact in the world through intentional PR efforts.

Discuss the significance of third-party endorsements and the credibility boost they offer in building the know, like, and trust factor.Third-party endorsements offer a credibility boost by showcasing expert positioning and authenticity. The significance lies in the power of being featured in media outlets, providing third-party endorsement and extra layer of trust to the audience in making purchasing decisions.
In what ways can sharing personal stories and expertise help create authentic connections and nurture relationships with the audience?Sharing personal stories and expertise help create authentic connections and nurture relationships with the audience by showcasing vulnerability, passion, and authenticity. Dina Behrman mentions that sharing personal stories not only helps people connect but also demonstrates care for clients, fostering a deeper level of trust and rapport.

Questions for Deeper Understanding or Repurposing Your Content Into PR1. How does repurposing content for PR plays help make the intimidating task of PR more manageable for busy solopreneurs?Repurposing content for PR plays helps make the intimidating task of PR more manageable for busy entrepreneurs by leveraging existing resources. Dina suggests adapting content from blogs, social media posts, or live sessions as articles or pitches, transforming overwhelming tasks into practical, approachable, and time-efficient activities.

How can entrepreneurs leverage other people’s platforms to share one’s own story and expertise?Dina Behrman advocates leveraging other people’s platforms to share one’s own story and expertise. She recommends submitting articles to blogging platforms or online publications that welcome contributors. She also suggests repurposing content, like videos or Instagram posts, by using them as the basis for a pitch for podcasts or publications.
How can small business owners effectively prioritize time for PR activities and make the most out of the content they already have?Solo entrepreneurs and small business owners can effectively prioritize time for PR activities by repurposing existing content, scheduling dedicated time for pitching, and breaking down PR tasks into manageable activities with practical steps. Leveraging the content they already have allows them to utilize their resources for PR efforts efficiently.

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The post Build Your Know, Like & Trust Factor Through PR with Dina Behrman appeared first on Content Strategy by Britney Gardner.

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The topic of turning a library of short-form content into long-form content is the focus in today’s episode. Drawing from her extensive experience in content strategy, Britney Gardner addresses the challenges and benefits of repurposing short form content, emphasizing the importance of organizing and categorizing your content to efficiently create longer format pieces.

With practical tips and strategies, Britney guides soloish entrepreneurs in leveraging their short-form library to maximize SEO benefits and create comprehensive resources for their audience.

Join us as Britney shares her insights and empowers listeners to take control of their content strategy, ultimately paving the way for more impactful, authentic marketing.

Get your content organized, get it categorized, and start chunking it out and figuring out which ones go together, putting them together in bigger pieces, making sure that those pieces are a resource.

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Highlights in this episode:* 00:00 Efficiently repurpose short-form content for SEO. * 04:11 Save old Pinterest pins and Instagram captions easily. Categorize. * 06:39 Questions about audience, content, and organization. * 11:56 Organize, categorize, and promote your content effectively. * 12:46 Repurpose content for PR, save time. Repurposing Short-Form Content Into Long-Form ContentHey there, fellow service providers! A few weeks ago, I promised to discuss a slightly unconventional topic – transforming a library of short-form content into long-form pieces. While I usually focus on repurposing long-form content into shorter formats, this question emerged during the Social Search Summit, where I participated in a panel discussing advanced expert topics.

So, let’s dive into the process of efficiently and expertly repurposing short-form content into longer pieces for those juicy SEO benefits.

Repurposing Content Starts With OrganizationFirst things first – have you categorized and archived your short-format content? For instance, in the world of Instagram, you might have carousels, posts, and reels accumulated over the years. It’s crucial to have them saved in an easily findable format. Why? Well, if you can’t locate your fantastic content, does it really exist? (Think of the “tree falling in the forest” analogy.)

Avoid the Frustration of Losing Content You’ve CreatedOn Instagram, in particular, there’s no search bar specific to your profile. To find a post from six or sixteen months ago, you might be scrolling for quite some time–if you can find it at all.

Diving into the issue at hand, finding the right posts can be quite the challenge. For instance, I recently worked with a client who wanted to re-air some podcast episodes and create social media posts to accompany them during her break in December. Although this was a smart move, locating the older posts turned out to be quite time-consuming. What should have been a three-hour task for me morphed into a twelve-hour job, costing both my client and me valuable resources of time and money.

The interesting part is that this client had a content database I’d set up for her in the past, but her team wasn’t utilizing it when publishing social media content. Consequently, I had to recreate some posts and search for others. In some cases, I gave up on finding the original post and created something similar, unsure if it was better or worse.

The reason I bring this up is that the first step in repurposing short-form content into long-form content is having everything easily accessible and organized, preferably in a database, along with any accompanying assets like videos or images. Additionally, you’ll want to have captions readily available for copying and pasting – searching for that old Pinterest pin or Instagram caption can be incredibly time-consuming.

How to Organize Past ContentNow, you might wonder about categorization. Should you focus on content pillars or another system?

In my Uncommon Content framework, there are three main aspects I emphasize:

Showing up strategically with a content plan based on a client journey.
Emphasizing your unique voice.
Honing in your content.

Alright, let’s break the ice – there’s a natural category system here. First, we have mapping out, then showing up with your unique voice, and finally honing it in by measuring and organizing your content. When it comes to my short-form content, I want to identify which category each piece belongs to within my framework. Sometimes, a piece may span two categories, but I focus on the one it aligns with most.

If you haven’t already organized and archived your work, now’s the time to start. While I’d love for you to go back and categorize everything from the past year, at least begin today as ground zero. We call this content bankruptcy–start over from today. You can do it!

Moving forward, ensure every piece submitted to social platforms is added to a database and categorized.

Now that we’ve addressed the importance of organizing and archiving your content let’s move on to the actual process of transforming these short-form gems into long-form masterpieces.

Generating Long-Form Content AssetsOnce you’ve categorized your content, it’s time to group similar pieces together. This makes it easier to convert your short-form content library into longer format pieces for improved YouTube or blog SEO.

For instance, in the Uncommon Content framework, part of mapping out includes establishing your brandscape – who you are, who your audience is, and how you serve them. Another aspect involves creating an evergreen content plan that can be executed over time or in content sprints. Finally, ensure your content plan naturally guides people through a journey where one piece leads to the next.

I could have multitudes of short-form pieces about each aspect of the Mapping Out pillar. Once I group them, I can create a longer-form piece of content on just brandscaping, or I can create an epic piece of content that covers the entire pillar.

So when reviewing your short-form content, determine if a piece is a broad overview or more of a step-by-step piece. That’ll help you see where in “the timeline” it falls. By following these steps, you’ll be well on your way to transforming your short-form content into valuable long-form assets.

How to Speed up the Repurposing ProcessAt some point, it’s time to get to writing (whether that’s the script for a video or podcast, or an actual blog post). And let’s admit it – writer’s block can really throw a wrench into our creative gears. Piecing together a content plan can be a challenge, especially when you’re attempting to merge various short-form pieces into a more comprehensive long-format piece. There are numerous techniques to help us leap over those pesky mental hurdles.

First, take a closer look at your existing content, such as articles with five tips or three-step processes. Do they align with one another? Can they be combined in a logical order? If so, you may be able to create a “mega piece” by combining these smaller chunks of content.

For example, I’ve successfully merged content pieces covering the three M’s, the three R’s of repurposing, and my chaos-free way to plan content – old, new, borrowed, and blue. By carefully arranging these sections and ensuring they flow seamlessly together, I created an extensive resource that is not only keyword-rich but also valuable for readers seeking solutions in my niche. This is how The Complete Content Plan for Service Providers was born.

Additional Benefits of Merging Short-Form Content Into Epic Content PiecesBy discussing or writing about what you’re doing, it serves as a reminder of just how much knowledge you possess! We all need that reminder, and it’s kind of an enforced way to go through your old genius and remind yourself of it. You’ll gain insight into your strengths and weaknesses, potentially leading to specialization in particular areas or topics.

Here’s where it gets even more interesting: once you’ve crafted your mega piece, you can:

go back and edit your original short-form content to link to this new comprehensive guide.
You could also create new short-form pieces that are derived from both your old short-form content and your newly-developed long-form content.

So let’s recap: Step one involves having easily accessible, organized, and categorized content. Step two entails chunking out short-form pieces into like-minded groups.

Key Takeaway:Step one involves having easily accessible, organized, and categorized content. Step two entails chunking out short-form pieces into like-minded groups.

The SEO Benefits of Repurposing ContentIn essence, by reusing and repurposing your existing content in strategic ways, you’ll not only breathe new life into your older posts but also enhance the overall value of your content offerings.

This approach ultimately results in a more cohesive and engaging experience for your audience while boosting SEO – a win-win situation for all involved. Alright, fellow word enthusiasts, there’s a more detailed response to the question presented at Meagan’s Social Search Summit panel.

Learn to Strategize Content On Your OwnAs content strategists, our goal is to make your content journey easier. (Although I can’t speak for every strategist out there, some may want you to work with them forever and ever. Amen.) Personally, I aim for a brief collaboration that helps you get your content ducks in a row and empowers you to move forward independently.

Why? Well, it’s twofold: First, I want to see you flourish and effectively use your content. Second, I believe in your ability to manage your content on your own. Once you’ve navigated the tricky parts and established a foundation of evergreen content, you won’t need constant guidance from someone like me.

Sure, you might want to check in occasionally with a quick call or message – I keep all my former clients on my contact list for that very reason. It’s always a delight when they reach out with updates or questions because it shows they’re applying the lessons learned during our time together and using their content to generate leads.

So, how can you achieve this level of content mastery? Start by getting organized and categorizing your content. Identify related pieces and begin combining them to create longer, more substantial works for your website. This approach will not only make your life easier but also pave the way for sustainable success in the world of content creation.

So go ahead, gather up all that fantastic information you’ve been sharing on social media and compile it into an epic blog post that everyone can refer back to repeatedly.

Creating a resource like this not only benefits your audience, but it can also attract some much-deserved attention from the media. Announce your masterpiece with a snazzy press release, and watch as people flock their traffic to your site, eager to find solutions to their problems.

Do you need help creating a content marketing plan that allows you to shine?We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post Short Form to Long Form: Maximizing Your Content Library for SEO Benefits appeared first on Content Strategy by Britney Gardner.

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In this episode of The Know, Like & Trust Show, host Britney Gardner shares her secrets for maximizing content efficiency through the clever use of AI tools and strategic planning. She discusses her recent foray into painting and how she has intentionally created space in her life to pursue her hobbies while still managing her business. With a focus on saving time without losing quality, Britney dives into the AI tools she uses for repurposing podcast content, highlighting how these tools have streamlined her processes. From Cast Magic to AudioPen and more, each tool has a specific role in her content creation workflow. Britney also emphasizes the importance of adding a personal touch to content produced with AI tools and the significance of a strong underlying content strategy. Tune in to discover how to leverage AI tools and strategic content planning to maximize your content output and make your time work for you.

None of [these AI tools are] going to be efficient if you don’t know your stuff. Obviously, content strategy matters.

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Highlights in this episode:* 00:30 Using tools to create space in business. * 05:03 Using 1 AI tool in many ways. * 06:25 Using AI to generate SEO-friendly blog content. * 12:39 Organize thoughts, create content strategy, build trust. How To Create More Time For Your Life Without Compromising Your BusinessYour business should support your life, not the other way around. I’ve been spending quite a bit of time on non-content-related activities lately, like painting and gardening. I’m exploring acrylics, oil pastels, and mixed media on canvas, and I’m absolutely loving it. I even completed my first official commission recently – a significant milestone for me.

I wanted to share this because I had to create space in my life for this new passion intentionally. With my kids taking up more of my time, I have less focused work time at the computer. But I still crave that adult-oriented fulfillment from doing something I enjoy.

So, how do I create space in my life for activities like painting, gardening, or spending time with my dog? The answer is leaning heavily into tools that help me work more efficiently. We’re talking about AI tools (partly) and non-AI tools (also partly). And thirdly, knowing your content strategy and having a solid plan in place.

Content creation can be a bit of a juggling act, but with the right tools and strategy, it’s possible to save time and streamline your workflow. (Let’s face it, we’re all looking for ways to optimize our routines and make life a little easier.) So, let’s dive into some AI and non-AI tools that can help you stay organized and efficient.

AI Tools That Save Me TimeLet’s start by discussing AI tools. (Don’t worry, we’ll get to the other points soon.)

A few months ago, I participated in a summit focused on using AI for success, where I showcased an over-the-shoulder view of my actual podcast recording process and the various AI tools I use to repurpose the content. So, why do I do that? The answer is simple: it saves me time. There are certain podcast-related tasks I don’t enjoy, like pulling quotes from transcripts. If you enjoy this task, great! But for me, I prefer using AI tools to streamline the process.

AI Tools for PodcastingOne tool I’ve been using is Cast Magic. I started using it almost a year ago and now even have clients who use it too. Cast Magic extracts a transcript from an audio file and offers additional features such as title suggestions, introductions, timestamped overviews, key topics with bullet points, and – my favorite – quotes with timestamps. While I don’t always use all their features, they’re handy when creating short-form content or when I need inspiration for my next topic.

Another great thing about Cast Magic is its custom prompt feature. For instance, I use it to create Pinterest pins by asking for a theme, an SEO-friendly headline, a caption, and an image suggestion. This way, one AI tool serves multiple purposes in my podcast admin tasks, making the process more efficient and less hair-pulling.

The next tool in my arsenal is Midjourney – an AI image-creation tool. You might have caught a hint of it in my earlier explanation when mentioning Pinterest image suggestions. What’s important to remember here is that I take a “version” of what the AI tool suggests (more on that later) and use it to craft eye-catching visuals for my content. Granted, it takes some practice to master Midjourney, but don’t be discouraged – this applies to any AI image generation tool. Keep trying and you’ll see improvement.

AI Tools for WritingBefore I delve into the writing AI tools I use, let’s acknowledge that writer’s block can be a major nuisance. But fear not, there are numerous techniques to help tackle this creative obstacle–as long as you enter with the idea that these are starting tools or finishing tools, but not everything.

An indispensable tool is AudioPen. In fact, as I recorded this episode, AudioPen was running in the background, transcribing my words and generating a blog article based on this podcast content. It’s even been trained to mimic my preferred tone of voice! Although I wouldn’t directly copy and paste content from Cast Magic into my podcast’s show notes, AudioPen’s output requires far less tweaks.

To optimize the audio transcription further, I use NeuronWriter for creating SEO-friendly headlines and meta descriptions. It also helps me incorporate NLP-suggested keywords to make the content more search-engine friendly.

So far, we’ve covered four tools: Cast Magic, AudioPen, Midjourney, and NeuronWriter. The fifth tool is integrated within Riverside (my current podcast recording platform). This nifty feature generates “magic clips,” perfect for YouTube shorts, TikTok, Instagram Reels, and more. These clips are taken directly from the podcast episode itself. Since I can output in multiple sizes, I can send the same clip to stores that I send to LinkedIn, just in a different size that’s more native to the platform’s feel.

In conclusion, utilizing these five AI tools can significantly improve your content creation process and help you overcome any creative hurdles along the way. Incorporating AI tools into your creative process can save time and reduce stress while handling repetitive tasks. Embracing the power of AI means you get to watch your productivity soar!

Non-AI Tools That Save Me TimeAs a podcast host and administrator, I’ve discovered that AI tools have significantly simplified my life. What used to take me five hours a week is now reduced to just two, freeing up three hours for hobbies or other activities. But let’s face it, there are still plenty of non-AI tools I rely on to keep things running smoothly.

For instance, I still use my podcast host (no AI there) and Google Docs for organization. Each episode has its own template, complete with headlines, email drafts, show notes, timestamps, quotes, and social media posts. While I might glance at AI-generated ideas for social media content, I never use them for emails – they just don’t capture my unique voice.

Don’t Forget Your PersonalityInjecting your personality into your work is crucial when using AI tools. Simply copying and pasting content from these tools will make you sound like everyone else who used the same prompt. To avoid this pitfall, I fine-tune my AI-generated content to match my speaking tone.

Take AudioPen as an example: After investing time in customizing its settings, it now produces blog articles in a style that closely resembles my own. Sure, I still make changes here and there, but the overall format is generally on point and avoids being repetitive – a common issue with AI-generated content.

Remember, an AI tool can’t incorporate your personal stories or client case studies into your content – only you can do that. So, it’s essential to add your unique touch to anything generated by these tools.

Keeping Your Content OrganizedLastly, let’s talk about content databases. I’m a huge fan of Airtable but have recently switched to Retable. Retable helps me keep everything organized and accessible as I navigate the world of podcasting and content creation.

Next, Pabbly is a fantastic tool that automatically collects all your published content into one handy table. This makes it easy to link related pieces together – like podcast episodes and short-form content – so you’re ready to repost or reformat whenever necessary. Organization is key, my friends.

Key Takeaway:Content creation can be a bit of a juggling act, but with the right tools and strategy, it’s possible to save time and streamline your workflow.

The Final–And Most Important–Time-Saving Tool for Content CreationNow, let’s talk about the importance of knowing your stuff and having a solid content strategy in place. This might seem like an obvious point, but trust me, it’s crucial. When you know what you’re going to talk about, you save time by not needing to constantly refer to notes or scramble for ideas. Plus, having a clear content plan allows you to create resources that answer common questions from your audience.

For instance, this very episode is designed to share insights on using AI tools, non-AI tools, and organization techniques for content creation. When people ask about these topics, I have the perfect resource to point them toward – voila! It’s all about making life easier for both you and your audience.

In summary, while tools are undeniably helpful (and I’m a huge fan), they need some logic and strategy behind them. You must organize your thoughts effectively and create content that guides your audience along a journey – building trust until they’re ready to make a purchase.

If you need help with creating an effective content strategy or finding the right tools for your needs, don’t hesitate to reach out for assistance. After all, sustainable success is built in the shadows – so let’s bring those brilliant ideas into the light.
I want to make this reminder crystal clear: I’m always here to assist with one-off content plans that span a 12-week content sprint, enabling you to rely on that material as part of your evergreen foundation. Occasionally, I also have openings for a more hands-on approach, where I’ll handle all the content planning, reformatting, and repurposing for those 12 weeks. Availability varies, but rest assured, I’m eager to help if you need assistance in this area.

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We talk about building authority opinions, why they’re important, and how to use them in your content. In this episode, host Britney Gardner revisits the concept of authority opinions and explains why they need to be more than just regular opinions. By sharing personal experiences and practical examples, Britney highlights the significance of backing up authority opinions with real evidence and integrating them into a comprehensive content strategy. She also discusses the transformational power of crafting clear and impactful authority opinions and their role in filtering and engaging with the most aligned audience. Tune in to learn how authority opinions can elevate your content and resonate with your ideal clients.

Authority opinions are going to do one very important job: they are going to tell them, yes, this person is worth following and hanging out with, and following and seeing if we can get on the same page, or, no, this person is not for me. That, friends, that is a wonderful place to be, when people see what you are about and they’re like, I would be best served elsewhere. You want those people to think that. That is a good thing.

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Highlights in this episode:* 01:00 Persuading, filtering, and claiming authority in business. * 05:32 Content success requires strategy, authenticity, and refining. * 08:50 Listen, comprehend, apply, share real-life stories. * 12:26 Consistent content builds trust and authority over time. * 15:38 Build confidence, trust, and ROI with content. * 19:43 Filtering for clients aligned with natural science. * 21:06 Seeking feedback and success stories for businesses. Before I delve into this topic, let me say that I’ve discussed authority content before – three years ago, to be precise. And while I still stand by that episode on crafting an authority opinion, I believe it’s time to add to it. So let’s dive into building authority opinions, why we create them, and how to incorporate them regularly in content marketing.

What Is Authoritative Content?First and foremost, we all have opinions – my tea is weak, it’s not warm enough today, or my typing is too loud. These are based on our lived experiences and beliefs. These personal opinions are based on our own experiences, and while others may disagree, they remain valid to us.

However, authority opinions serve a different purpose. They’re not meant for casual agreement or disagreement; they aim to filter your audience and separate the wheat from the chaff. The “agree to disagree” won’t apply to your authoritative content because they’re the core of your beliefs and your work.

Why Use Authority Opinions In Your Content?We have to separate the wheat from the chaff in our audiences. Don’t take this negatively; what I mean is that as content creators, we cater to a broad audience, and it’s crucial to identify those who will truly benefit from our services – that’s social authority.

There will always be people who won’t become clients – some will never become clients but still cheer us on from the sidelines – those besties who support our endeavors without needing our services. They are welcome additions to our audience. The focus here is on those who are either not entirely convinced by what we offer or simply aren’t a good fit for our business. These half-hearted followers aren’t helpful when it comes to shaping your business strategy or responding to your emails and polls. They might just be a bad match for your trustworthy product or service.

Using this type of content can help you separate these people from your true fans – those who know that even if they can’t afford you right now or the timing isn’t right, you’re the person they should work with eventually. Authority opinions make you memorable among your target audience and set you apart from others in the field.

This filtering process is essential for both parties, as it allows each person to find the right match for their needs. So go ahead and capture the power of content authority opinions to refine your audience and attract clients who genuinely resonate with your message and expertise.

Key Takeaway:Authority opinions allow your audience to easily determine if you’re aligned enough that they should hire you and continue following you.

How to Craft An Authority OpinionThere’s a certain allure to authority opinions – they have a way of making you memorable. Picture yourself atop a hill, planting your flag and claiming it as your own. While we may not have actual hills and flags, this image captures the essence of standing up for something unique and setting yourself apart.

Authority opinions tend to carry more weight and emphasis, or oomph than regular opinions. They often challenging popular trends or criticizing the status quo.

Authority Opinion PromptsFor example, in my Hot Topic Brainstorming workshop, I discuss a great way to start building your authority. Let’s dive into a prompt that can help illustrate this concept.

The prompt goes something like this: “The reason you’re not successful in [blank] is because [blank].” If success isn’t part of your work, you could replace it with happiness: “The reason you’re not happy in [blank] is because you haven’t [blank].” Although templates can sometimes be problematic, this particular one should give you a good idea of how to start the bold statement. You’ll be inserting a lot of your own language to make it yours.

Let’s apply this prompt to my own business. I could say, “The reason your content hasn’t been successful yet is because…” and then insert any number of reasons that I stand behind. For example:

“…there is no strategy behind it, and you’re just using a spaghetti-on-the-wall approach,” or
“…you’re not showing up authentically with your true voice and merely blending in with the masses,” or even
“…you’re not honing your content and just putting things out there without measuring their success.”

Adopting a content marketing strategy that emphasizes creating high-quality, authoritative content can ruffle some feathers – and that’s precisely the point. By embracing such bold stances, we plant our metaphorical flags and establish ourselves as memorable authorities in our respective fields.

Using prompts can be incredibly helpful in developing your own unique voice and authority within your niche. However, it’s important not to rely solely on templates – they should serve as a starting point, not a crutch. To truly make a statement and stand out from the crowd, you need to inject your own experiences and insights into your work.

Support Your Authority OpinionsNow, it’s essential to back up these authority opinions with concrete and anecdotal evidence in relevant content, such as personal stories or client experiences like case studies. Otherwise, they’re just opinions adding to the noise without providing value.

If you don’t support your opinion with logic, reasoning, and lived experiences, there’s no real reason for people to believe you. So ensure that you’re contributing value and not just taking up space in the conversation.

I want to say something very clearly. Challenging the status quo means you’re not just complaining about your field – you’re actively doing something about it. You’re using your trust and authority rather than just trying to build it.

Offer a Way to Apply the OpinionMoreover, it’s crucial to challenge the status quo and offer solutions or ways for your audience to apply your insights. This means going beyond just presenting an opinion and backing it up; you must create a journey that helps guide your readers toward success.

Building a strong content strategy incorporating authority opinions means each piece of content you create will allow the audience to listen, comprehend, and apply what you’re saying. Good content will give the reader a full understanding of how to do the thing on their own.

We recently retiled our entryway and bathroom and chose to do it ourselves rather than hire it out. My husband watched hours of YouTube videos to try and avoid all problems before he started. We bought all the materials. He successfully tiled both beautiful areas. And he’s emphatically stated, he will not be tiling again. All the material for him to become an expert was and is available, and we’ll still be hiring the kitchen out soon. Your content can fully disclose your process and people will still hire you!

Key Takeaway:Trustworthy content will give the viewer a full understanding of how to achieve the result on their own–even if they’d prefer to hire it out.

Introducing new ideas can be challenging, especially when you’re giving your audience a way to apply these ideas in their own world. Sometimes, this means taking a few steps back and addressing the precursor steps before getting to the application stage (which is another great way to build brand authority with content marketing). The key is to show them that there is a way for them to achieve it.

Great content offers both options – here’s exactly how you do it, and also, you can hire me to do it. That’s one of the hidden superpowers of high-quality, authority content marketing. When we show people, hey, we know our stuff, they’re more likely to trust us and want to work with us.

The Process of Refining Your Authority OpinionsAuthority content for your business needs to be worked out in high-quality content, not just in our heads or in a lab-like environment. Think about pharmaceutical companies conducting tests on humans – they need to see how their products play out in various bodies. Your messaging is no different.

Let’s explore the three levels of refining valuable content in more depth.

Level One: Write and Talk About Your Ideas and Strategies. This is one of my absolute favorite things. A regular content channel, such as a podcast, video series, or blog, offers numerous benefits. Sure, it showcases your consistency and helps build trust with your audience – but there’s more to it than that. One of the best perks is proving to yourself that you can work through any hiccups and truly master your subject matter. Will you occasionally fumble? Of course! We’re all human. But in showing your humanity, you actually build more trust. But there’s a hidden perk – Creating authoritative content helps you understand your own expertise in the product or service you offer.

As you clarify your ideas through regular content creation, you may find yourself becoming more efficient with words and crafting better stories and analogies. The ability to repurpose your ideas with different hooks or analogies is invaluable.

For instance, I might not have been able to make this particular statement three years ago when I first recorded an episode on authority opinions. Why? Because I’ve had three additional years to talk about how these opinions allow you to stand up boldly.

As a result, I can now more efficiently guide you on how to present your authority opinions, what results to expect, and how to weave them into your content. Those three years matter; talking about this topic and working with clients has only strengthened my own authority.

Level Two: Develop A Process or FrameworkNow, onto level two: develop a process or framework for guiding people through your main concepts. Having a clear method for sharing your knowledge demonstrates expertise and adds structure to your content.

The second level of developing authority involves developing your ideas into a process or framework. For example, I introduced my Uncommon Content Framework in 2023. It wasn’t brand new, but I finally distilled my ideas into a clear and concise structure.

This second level is important because it adds depth to your content and showcases your expertise, building brand authority through content marketing. Your content pillars and main ideas are the foundation for everything you write and discuss.

Key Takeaway:It’s far easier to craft authority opinions when you have a branded framework or process.

Level Three: Refined Authority OpinionsFinally, level three: put your authority opinions out there in your quality content and gather feedback. This step is crucial for refining your ideas and ensuring they resonate with your target audience. Embrace this feedback loop as an opportunity for growth and improvement in your SEO and content marketing strategy.

This third level ensures that you’re memorable enough for people to either commit or move on, actually to use the kind of content filter we’ve spoken about.

Creating quality content and opinions backed up by reasoning, compelling stories, and sometimes even controversy is what gets you this refinement. This isn’t about stirring up drama; it’s about separating potential clients for your high-quality content from those who are just along for the ride. Authority content works well here.

Authority Opinions In PracticeDiving into the depths of high-quality content creation can be a challenge, but it’s essential for building a deeper connection with your audience. Content that builds this connection leads to better clients and a stronger pipeline of people waiting to work with you. After all, we’re not just creating content for fun – eventually, we need to tie ROI to our content.

Let me share a real-life example to further illustrate this point. I have a wonderful client who has been going through some brand transformation lately. One of her new brand statements (and forgive me if I slightly misquote it) essentially says: “It’s not therapy or holistic remedies; it’s both. It’s therapy and holistic remedies.” In other words, she’s combining science-backed approaches with natural healing methods.

The process of creating authority content gives her a huge launchboard of topics–the both/and instead of either/or applies to many areas of her work.

This shift in her brand message may lead to a decrease in followers (that’s the point!), but those who remain will be genuinely interested in what she has to offer. Ultimately, it’s about quality over quantity when it comes to your audience. So embrace those changes and focus on building connections with the right people – that’s where sustainable success truly lies.

In conclusion, consistently sharing your ideas, developing a framework, and embracing feedback are the keys to establishing authority in your field. So go ahead – challenge the status quo and make a difference in the world of ideas.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post Authority Opinions: Building Authority & Impactful Content Creation appeared first on Content Strategy by Britney Gardner.

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On today’s episode host Britney Gardner delves into the concept of “random acts of content,” also known as “spray and pray posting.” She shares personal stories from her time as a photographer and discusses how this approach can actually be harmful to your business. Using insights from industry experts, Britney emphasizes the importance of intentional content creation and its role in guiding the audience on a journey. With practical tips and a clear call to action, this episode explores how to avoid falling into the cycle of reactive, ineffective content strategies and instead, to create content that truly resonates and brings meaningful results. If you want to step away from the random and into the intentional, then stay tuned for this insightful episode.

Effective Content isn’t accidental. Content ROI is not an accident.

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Highlights in this episode:* 00:00 Transition from film to digital photography insights for content creation. * 06:14 Position as the best of one thing. * 08:19 Create intentional, impactful content for your audience. * 13:32 Effective content leads to audience commitment and client acquisition. * 14:25 Clients will return if content is intentional. Ah, Random Acts of Content – or as it’s commonly known, Spray and Pray Posting. I’ve spent a fair amount of time discussing the absolute and utter perils of this approach–and this article won’t be a flip on that. In fact, the first pillar of the Uncommon Content framework emphasizes mapping out your content, which stands in stark contrast to Spray and Pray Posting.

What is “Spray and Pray” Posting To Content?But let’s rewind a bit; the term “spray and pray” comes from my days as a photographer.

A little industry insight: when I began my career as a wedding photographer, the transition from film to digital was well underway. Though I started my own business exclusively using digital photography, I had previously worked with film photographers. To navigate this new world, I joined the Digital Wedding Forum – a message board created by those eager to embrace digital technology.

At that time, digital photos didn’t always match the quality of their film counterparts. Photographers had to learn, for example, how to capture highlights and shadows differently. And some didn’t want to relearn their hard-won techniques.

Amidst this sea of change, there were digital naysayers. Instead of learning something new, they accused the newer digital photographer enthusiasts of “spraying” a bunch of images (something that would be very costly with film) and hoping, or “praying” one or two ended up being good.

I see a similar pattern today with AI: some people are resistant to change, while others fear its potential power and impact on their jobs.

Thus, spray and pray content creation is posting whatever, whenever, and hoping something works. This concept is what I’m addressing with the Spray and Pray Posting phenomenon.

How is Content Creation Today Similar To Spray and Pray Photography?Spray-and-pray content posting, or as some call it, random acts of content, can seem like a viable strategy. You throw a bunch of content out there – an Instagram post here, a LinkedIn update there – hoping that something will stick and potentially go viral.

But let’s face it: relying on viral content to make your business is a shaky strategy at best. (Don’t worry, we’ll save that rant for another day.)

Random Acts of Content Hurt Your BusinessToday, we’re focusing on why random acts of content not only fail to build your business, but may actually harm it. Contrary to popular belief, something isn’t always better than nothing. In fact, just showing up without a mapped-out content plan might be worse than not showing up at all. Controversial? Maybe. But it’s crucial to understand this perspective.

I’m here to say something is not better than nothing. Random acts of content, also known as just get something up, something’s better than nothing–it’s bad.

Random acts of content can hurt your business – but don’t just take my word for it. Let’s turn to some expert opinions, starting with Louis Grenier (of the fantastic daily newsletter Stand the F Out). He argues that old-fashioned business advice has misled us into thinking we need to constantly proclaim our uniqueness and superiority. This approach can come across as insincere and salesy.

Instead, many of us retreat to our comfort zones and play it safe by discussing “givens” – those aspects of our businesses that no one can dispute. As Grenier puts it: “any B2B, SaaS, copywriter, graphic designer, fashion photographer or positioning consultant offers.” The problem with playing it safe is that it doesn’t differentiate you from your competition.

These “givens” are what most people retreat to when they’re committing random acts of content. It’s homogenized content. It’s boring. And it will not win you clients.

The Solution is Actual StrategySo what’s the solution? It’s time to step out of the shadows and develop a strategic content plan that showcases your expertise and sets you apart from the crowd. Remember: sustainable success is built in the shadows.

Let’s face it, we all want to believe that our offerings are top-notch, right? But none of us truly want to boast, “I am the best. You won’t find a competitor. I’m the only option.” We know that doesn’t sound good, and people can see through that nonsense.

Instead of finding our unique way to position ourselves as the best in a specific area (check out a previous podcast episode with Terrica Strozier for more on this), we often default to mundane, mediocre, and frankly, fill-in-the-blank marketing. And guess what? That doesn’t work either.

The Difference Between Feeling Productive and BEING ProductiveSo when you throw that marketing spaghetti on the wall, you might feel like you’re doing something productive. You’ve checked off your marketing task for the day, and your business will succeed – no need to cry in the corner, right? But let me tell you now: that little dopamine hit you get by posting something and feeling like you’ve done something good for your business is actually hurting you.

Sometimes nothing is better than just something; that “something” must be intentional. Perhaps it’s better to be silent for a day than to post something mediocre.

Key Takeaway:Posting “something” isn’t better than posting nothing at all.

As Louis puts it, the problem with this approach is that it doesn’t answer the crucial question: Why hire you? That’s kind of the aim of the game.

So what’s the remedy? Ditching your traditional USP in favor of a unique point of view. It looks a bit like this: Take a stand against something. State why you think it’s wrong. Position yourself as the alternative. (Sound familiar? That’s what I’m doing with this episode!)

Louis continues: This tactic works best if it’s generic best practice, a common belief, old-fashioned advice, or an industry convention you feel needs to be challenged – just like I’m doing here in this article. Alright, enough of Louis for now.

Time To Focus On Creating Intentional ContentImpactful content stands as the first pillar of the Uncommon Content framework for good reason. It’s not there just to grab attention in a crowded room; it’s designed to take your audience on an intentional journey. (And yes, that journey may lose some people along the way, but that’s by design.)

Your content acts as a filter, allowing the best match for your services in while gently repelling others to find someone better suited for them.

This intentional journey requires strategy and thought. Content return on investment (ROI) doesn’t happen by accident; it demands building from one piece to another and using your foundation as a springboard for ideas. The goal is to create a solid working experience with your audience.

Now, let’s discuss a piece of content I found from Mina Mesbahi on LinkedIn. Even though it’s five months old, it still resonates with me. She states that every time she speaks with a prospect, their challenges boil down to one thing: no content strategy. This lack of strategy results in a vicious content cycle that includes unclear plans, random acts of content, reactive mode, spending resources on wrong activities, internal misalignment, lackluster results, and feeling overwhelmed. This all circles back to… lack of clarity and unclear planning.

The Three M’s: Make, Measure, MultiplyHere’s the thing – effective content isn’t accidental. Content ROI doesn’t just happen. As I’ve said before, random acts of content don’t take into account the three M’s: make, measure, and multiply.

First, you create content – sometimes as a test or an experiment – even with the best strategy in place. Then you measure: did that test succeed? The final step involves multiplying the successful content and learning from those that didn’t quite hit the mark.

So remember, overcoming that vicious content cycle is possible with intentionality and strategy – and that’s how you’ll achieve sustainable success in the shadows of your work.

It’s like applying the scientific method to your content creation. First, you gather evidence, pose a hypothesis, conduct an experiment, and then analyze the results. Were you right or wrong? Did the content work or not? So, make, measure, and multiply. When it works, amplify your efforts by repurposing it, building upon it, or including it in your audience-growing journey. If it doesn’t work, simply let it go. It’s out there on the internet, and someone might still resonate with it.

Marketing Is An ExperimentRemember, marketing is an experiment and requires testing. The “make, measure, and multiply” approach emphasizes intentionality in your content creation process. You’re not just throwing spaghetti at the wall or engaging in random acts of content. You need to measure those results to know what’s working and break free from the vicious content cycle – the content hamster wheel or treadmill.

One might wonder if they ever reach a point where they can just schedule old content. The answer is maybe. It depends on your niche. There will always be timely news or events you might want to respond to or fresh ideas that spark new content. Of course, you can repost old content if it still holds value and has produced great results in the past. However, there will always be a need for something new here and there – that’s where making, measuring, and multiplying comes in.

Listen, Comprehend, ApplyContent ROI isn’t an accident. Random acts of content don’t take into account the 3Ms (make, measure, multiply) nor do they encourage the audience to listen, comprehend, and apply the information presented.

Good content that resonates should still follow this model: listen, comprehend, apply – ensuring maximum impact for your audience.

When someone absorbs, you know, your content, they truly grasp it. They understand it. Perhaps a specific story is needed to make it resonate and stick with them. Timing is crucial, but for them to apply your content, they must commit to it.

It’s not enough for your content to merely resonate – it has to encourage your audience to commit. They must pledge to continue their journey, possibly with you or perhaps with someone else. That’s the power of content as a filter.

Intentional Content Leads to ClientsCreating intentional content means mapping out the journey that leads your audience toward becoming clients. Does this imply that everyone who follows you for a year or two will become a client? Absolutely not! There will be people who can read between the lines of your fantastic content and piece things together independently – some successfully, others not so much.

Among those who don’t excel on their own, some will return to you, expressing that they feel close to success but need help connecting the dots. These individuals will become your clients, all because you crafted a well-thought-out content journey and decided to put an end to random acts of content.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post Random Acts of Content appeared first on Content Strategy by Britney Gardner.

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Host Britney Gardner sits down with seasoned brand strategist and designer Terrica Strozier to discuss the concept of being a “category of one” and how to effectively market oneself in a unique category. The conversation delves into the challenges of transitioning from corporate to individual marketing, the importance of showcasing one’s unique skills and talents, and the necessity of consistent branding and marketing efforts over time.

Terrica shares her insights on how individuals can express their unique value proposition and differentiate themselves in a crowded market. The episode offers practical advice for business owners looking to elevate their branding, build a comprehensive brand experience, and effectively market their services. This candid and insightful conversation provides valuable lessons on the journey to achieving a standout brand and marketing strategy.

Nothing is too big, and nothing is too small, and those ideas that you had, the things that you’ve written down in your journal, the things that you’ve prayed about and dreamed about, they’re actually possible. Let’s dive in and express those.

Terrica Strozier

Terrica Strozier is a unique individual who likes to call herself the “Special Sauce.” As someone who has worked in both corporate and government settings, she understands the constraints that can prevent people from highlighting their true talents. Terrica believes that everyone has something special about them, something that makes them stand out from the crowd. She is passionate about helping others discover and embrace their unique skills and talents. In a world where conformity is often encouraged, Terrica is committed to helping individuals separate themselves from the masses and thrive as their authentic selves.

More on Terrica:Website | LinkedIn | Instagram

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Highlights in this episode:* 00:00 Experienced brand strategist creates unique, successful brands. * 05:19 Discovering and marketing your innate talents. * 09:09 Consistency and clarity lead to achievable success. * 11:21 Ask clients targeted questions for better testimonials. * 14:51 Embracing openness to improve skills and talents. * 18:37 Overnight success in business takes time, effort. * 22:20 Offering comprehensive brand audit and actionable plan. * 24:45 Help friends, leave podcast ratings, make impact.

Terrica mentions a brand audit in our conversation–find out more about that here!

Embracing Your ”Special Sauce”: Becoming a Category of OneAre you tired of blending in with the crowd and ready to stand out in your own unique way? In a world filled with sameness, being a category of one allows you to carve your own niche and highlight the qualities that make you truly special. This blog post explores the concept of embracing your “special sauce”, the distinctive attributes that set you apart, and why it’s essential to market yourself as a category of one. Buckle up for a bold journey of self-discovery and empowerment as you break free from the mold and become the face that the crowd looks up to.

Being A Category of One: Carving Your Own NicheAre you tired of fitting into a mold rather than breaking it? In a world that touts online marketing gurus and their templates, “proven” systems that you and your friends have disproven time and tme again, it’s no wonder we’re tired. Ready to stop being a part of the sea of sameness and start carving your own path? If you answered yes to both, then this blog is for you. Welcome to the landmark concept of being a “category of one”.

Becoming a category of one is all about highlighting the unique aspects that differentiate you from the crowd. It’s about embracing your ‘special sauce’, the distinctive flavors that make you uniquely–you. In essence, it’s a transformative journey from being just another fish in the sea to becoming the master of your particular oceanic corner.

Will this mean breaking from the big-name coaches? Possibly. Or it could mean taking what works, even if it’s only a tiny piece, and iterating, again and again.

The Special Sauce TheoryThe theory of ‘special sauce’ is quite fascinating. It’s about illuminating those unique elements or talents that you possess, which might seem odd or out of place to you but are extraordinary to others. These could be abilities, insights, ideas, or even quirks that you alone possess–elements that set you apart and make you unique. You might not feel these individual attributes are all that unique, but the combination of how you use them always is.

For many of us, sometimes they’re like, oh, it’s this weird thing that I do. But for somebody else, they’re like, that’s amazing. I wish I could do that thing.

Terrica Strozier

While navigating through corporate or government frameworks, these special attributes are often ignored or suppressed. You’re conditioned to blend in, not stand out. Being too loud, having distinctive opinions, or being visually different is often discouraged, making you part of the crowd rather than the show-stealer.

When we move into working for ourselves, we have to flip that thinking around.

Why You Should Embrace Being a Category of OneSo, why should you become a category of one? Or, to put it differently, why should you flaunt your special sauce openly rather than blend in?

The answer, friends, lies in the power of differentiation. In today’s competitive world, hundreds and thousands compete for a specific job role, business niche, or public platform. Blending in with the crowd is not going to suffice.

By embracing your “special sauce” and defining your own category, you create a unique brand that stands out from the masses. Your uniqueness becomes your greatest strength, enabling you to reach greater heights in popularity, reputation, and, most importantly, success.

Embrace Your Unique AppealSo, you’re on board with showing your special sauce. Now how do you market yourself as a category of one?

You start by acknowledging and owning your distinctive attributes. Embrace elements that make you unique and package them as your ‘special sauce’. Market your unique qualities, abilities, and outlook as your brand’s defining features.

Are you an interior decorator who embraces clutter? Show it! Are autumn tones your go-to styling for your everyday wardrobe? Incorporate it. Do you love the vintage ribes? Use those visuals as a springboard.

Market yourself in a way that illustrates your individuality and distinctiveness. Over time, this will help create a reputation and identity that is genuinely one-of-a-kind–making you a category of one. The goal is to end in a place where a Facebook chat asking about brand strategists that really get the individual means your name automatically comes up–that is, if you’re Terrica.

The Bold Journey of OneTransitioning from “one among many” to “one in a million” is a thrilling journey. Like every other iteration of the entrepreneurial roller coaster, you’ll have wins and misses. It will take time to figure out exactly which parts of your special sauce need to be spoken about in what way. The overnight successes of the world weren’t so overnight–we just noticed them all at once.

It’s about breaking free from limiting constructs and embracing your true, unique self. This journey demands courage, the audacity to be different, bold, and outspoken. It might not be easy, but it is worth every step. After all, in the end, it will make you not just another face in the crowd but the face the crowd looks up to.

These overnight successes are years of people… putting out their content and cultivating their audience and building their authority.

Terrica Strozier

So, step up, embrace your special sauce, and boldly wear the badge of “category of one”. It’s time to stand out in your own unique way and let the world see you for who you truly are.

The Know Like and Trust ShowEmailDownloadNew TabBritney Gardner [00:01:07]: Yes. Yes. More people need to hear about this idea, and it's all about being a category of 1. And how how do you market yourself if you are truly In your own category. So Terrica is a seasoned brand strategist and designer with 15 years of experience creating formative brands rooted in simplicity, rebellious spirit, and customer focus. Terrific's unique approach integrates data driven focused design with a comprehensive brand experience that helps her clients stand out in the market. And I've seen in practice and in play several of the brands that she's created, and she is the real deal. So I'm saying not just as someone who, yes, admires what she does, But also really, really admires the way she puts ideas out there and the way she's willing to put things online and work through them even if they don't end up being The things she runs within long run.

Britney Gardner [00:02:00]: Right? That is kind of what we're gonna get going. It's a little bit of a teaser of our conversation, so let's dive in. Alright. Terrica, welcome to the No Lake and Trust Show. I'm, really glad that you're here. We've known each other for a while. We've been in a lot of the same circles for a few years now, And, I feel like this conversation might be a little overdue, but we're here.

Terrica Strozier [00:02:20]: Happy to be here.

Britney Gardner [00:02:21]: Yeah. No. So we had a moment on Facebook or It's I I'm assuming assuming it was Facebook, where you started talking about something. It was a great post. I loved it. I've also used the term category of 1 here and there, you have a really, like, lovely and eloquent post about it. And I was like, yes. You need to come on the show.

Britney Gardner [00:02:38]: So I'd love to just dive in, and maybe we can do that with you starting to just Kind of tell the audience what that means to you, that term.

Terrica Strozier [00:02:46]: Yeah. Definitely. So category of 1 for me, I like to give my own term, which is Special sauce. People probably heard it before, but it's really fitting for me as a lot of people have Because of either prior, work constraints whether that's corporate or government or maybe even how they were raised, Haven't really been pushed to highlight all the things that are special about them. For many of us, sometimes they're like, oh, it's this weird thing that I do. But for somebody else, they're like, that's amazing. I wish I could do that thing. And that's what truly allows you to separate yourself from the masses That in many places like corporate, you are conditioned to be a part of the mass.

Terrica Strozier [00:03:32]: Like, nobody wants you to be too loud, stand out in any kind of way visually or auditory or have a, you know, heaven forbid, an opinion about things that are outside the constraints of The box. So I for me, like, category 1 allows you to highlight all those things that are truly unique and special about you.

Britney Gardner [00:03:54]: I love that. And I and I wanna acknowledge a couple things because anyone coming from corporate and then having to market themselves, it's a whole different beast. Right? Like, You were told to blend in. Right? The whole, like, you know, cubicle graveyard, the the gray monotony of the world. Right? Like Yeah. Standing out Maybe didn't get good good reactions all the time if you were in corporates. And, you know, there's probably a lot of stuff to unpack there if you're in that transition. I've not personally done that, but, you know, There's business therapists for a reason.

Britney Gardner [00:04:21]: Like, they're a good thing. Outside of that, you know, like, my son was saying something the other day because he's not, like, Sassy preteen mode right now. And he's like, you know, mom, I know there's no I in teen, but there is me. And he was, like, All about it, and he thought he was super clever. He's not all that wrong, really. Like, you know what I mean? He's really not. There's still the me. There's still the me that has to be a part of it.

Britney Gardner [00:04:44]: As you leave the team of corporate, you really have to start putting that me out there, and that can be an interesting place to be.

Terrica Strozier [00:04:52]: Yeah. It's a difficult place for most people to be, and that's usually when I have clients come to me and we're rebranding. I tell people, like, It can be such a personal process because you're, like, really diving in and breaking away from everything that you've been conditioned to do, which is Not highlight yourself at all. So it's, like, equally a personal process as it is, like, a business process.

Britney Gardner [00:05:19]: What's interesting there so, like, we've all done, like, one of those, like, you know, this is a your innate gift test, or we've had that moment where you're like, do you mean everybody does it like this? It's so easy. And the other person across the way is, like, looking at you like you're completely done, and they're like, no. That's not easy. You're just really good at that. You know? And we probably even in corporate or even in, you know, agency type jobs or, you know, if you've ever worked with Other people closely. We've probably all experienced that moments where this thing that feels so natural to us is acknowledged as something special, but that's different than turning around and being able to market it. And I think that's what you're you're really talking about here. So how are you Teasing that out of people.

Britney Gardner [00:06:01]: And how are you encouraging and or just telling them what to do to market that in a good way?

Terrica Strozier [00:06:07]: It's interesting. I like to say that it's a Blend of 2 things. I have a background in human services, so people and working and kinda getting underneath that Surface is I guess, would be a special sauce of mine. So I've blended that with my branding and my knowledge in the marketing space to then allow people to have that space To truly be themselves. I think when you give people the open space to say, hey. Nothing is too big and nothing is too small, and Those ideas that you had, the things that you've written down in your journal, the things that you've prayed about and dreamed about, they're actually possible. Let's dive in and, like Like, express those. They're like, I can do that? And I'm like, yeah.

Terrica Strozier [00:06:55]: This is permission. This is possible. And as they start to really, Like, express it. You're like, oh, this is good. Like, why didn't you just say that? They're like, I didn't know I could. And sometimes people just need the permission to know that it's possible and that other people wanna hear and see the same things too.

Britney Gardner [00:07:14]: Yes. I just yes. Everything I I believe in very strongly, I love it, and you spoke it very well there. One of the things that came to mind as you said that is I've had a few clients now over the last couple years who maybe it took a little bit of teasing from me for them to actually acknowledge this out loud, but it's come up in various different phrasing. My favorite way is I shouldn't have to market. People should just know how awesome this is because the person who said this, like, she's really good at what she does, And I agree with her. If the whole world just knew that you could get this from her, it'd be great. But, like, It's one thing to know that you have that special secret sauce.

Britney Gardner [00:07:54]: It's a different thing to figure out how to make it less secret.

Terrica Strozier [00:07:58]: Yes. It makes me think as soon as you said that growing up, my dad's one of his, like, favorite phrases was like, I'm not a mind reader, Tarek. If you don't tell me, like, what you on, I'll never know. And it's the same thing for for other people, for, like, your audience or anybody who may potentially be a prospect. It's like They're not mind readers. We are inundated with, like, information overload during the day. And so, like, if you don't find a way to Break through that noise and really express what you're trying to sell, what solution you're you're trying to provide. Like, Nobody will ever know.

Terrica Strozier [00:08:35]: You can't just say, I have this great website over here. Well, who's gonna find it? How are

Britney Gardner [00:08:39]: they gonna know it's there

Terrica Strozier [00:08:41]: at all? You have to mark it.

Britney Gardner [00:08:43]: You have to market. Yes. I you know, I've ranted about this in in several previous episodes. Like, I get really, Really peeved off at some of the big names, you know, the the business gurus, the girl next door types who are like, you know, just launch your course and maybe do, like, 4 weeks of content leading up to it. And I'm like, Eyes on page. Eyes on page. You have to figure out a plan to get the eyes on page. Like, oh my goodness.

Terrica Strozier [00:09:09]: If it was so easy for many of us and though those kind of blanketed statements frustrate me to know in because For the average small business or solopreneur, 4 weeks would not be enough to do Anything but barely you know, barely put you as a blip on somebody's radar. It's like you need months months. Like, these overnight Successes are years of people, like, putting out their content and cultivating their audience and building their authority, and You have to consistently show up and find your clear message. I tell people it doesn't have to be all fluffy and Eloquent, you just have to be able to say this is what I do consistently. And, like, Sure. There's, like, more than one way to do it and different types of content. But to me, in the simplest way, if I can say, I am x And this is what I am, like, here to do, and this is my mission and my vision. If you put that out enough, people will start to get clued in.

Terrica Strozier [00:10:16]: It's like, oh, wait. You know, they're really doing something over there, and I'm I'm I'm intrigued. Let me, like, tap in.

Britney Gardner [00:10:24]: When someone Has moved beyond the I don't want to market, I shouldn't have to phase. When once they've reached that point of acceptance, shall we say, once they've done that and and they're like, okay. I have this Special sauce. Right? Getting to that category of one status, which for me would mean, like, yes. I am aware there are people who also offer very similar services to me, but they're not offering it in the same way that I am, and they're not combining it in this way that makes it your special sauce. Right? How do You help people express that particular sentiment because there are a lot of people like me who do content. There are a lot of people like you who do, You know, brand consulting and design. Right? But I happen to know you do it in a in a really Unique wonderful way.

Britney Gardner [00:11:12]: I know that because I've been in and around you for a while, but but how how does someone, your average service provider type, do that?

Terrica Strozier [00:11:21]: So there's a couple different ways. I'm not gonna go the easy way, which somebody will like, just hire me. But What they can do to start off is to if they've had clients, actually go to clients and say because people just ask for testimonials, blanketed testimonials. What was it like to work with me? But ask really, like, targeted questions. What made this, process really either seamless or, you know, Gardner the best result for you. When you were considering other, providers what made you choose me, and that allows that kinda gives you a little spark to say, oh, wait. That's something different. I've been looking at it because we've all we all go and search and try to see what our competitors are doing.

Terrica Strozier [00:12:11]: So when people give you something different, you Kinda identified that nobody else put that on their site. K. This is something, and then I'm like, note it down, put it to the side. I also I do a lot of market research. I ask my audience a lot. If they follow me, why do you follow me? I ask people if I helped you or served you any way. Even if it's For content, what have I done? I asked peers like you in groups like, hey. What What do you see in me that you don't see in the market? Because we can only see so much.

Terrica Strozier [00:12:44]: And when you start to get those bits and pieces, they start to tell a story. And even if you can't fully flesh out what that is, it gives you the direction in which to go so that if you do hire someone like me, Another brand consultant or brand strategist, they can truly help you kind of, like, flesh that out and build it into, Like a comprehensive brand to, like, kinda move from there.

Britney Gardner [00:13:08]: I love that. And and I wanna point something out. What you just talked about, you know, talking with past content taking some time to actually interview them instead of, you know, sending them an email that has 4 generic questions on it maybe. Like, right? We've all done it. No shame. Okay? But, you know, taking that time, talking with peers. We're all busy. So even scheduling time with peers is going to be something that takes a little bit of time investment, spending time on group calls.

Britney Gardner [00:13:33]: Like, none of this is quick or easy at all.

Terrica Strozier [00:13:39]: I mean, I wish it was, but it isn't. And I I tell people, frequently because a lot of people will come into and, like, Interact with my brain in some type of way or, maybe, like, find my social and say, oh my gosh. Your stuff is so clear and it's so good. And I'm like, This is 7 years in the making. This is not something that I just decided to do, and I finally was like, oh, this is it. I got it. We're good. It's Like, it's been a lot of testing and assessing and doing different iterations and niches and, you know, micro kind of things and, You know, testing my messaging and my positioning and realizing, okay.

Terrica Strozier [00:14:19]: Wait. That doesn't work. And even as I grow as

Britney Gardner [00:14:21]: an individual and as a business, I'm like, Oh, I do this, and then it's the shifting. Right? I tell people consistently, there's power in in the pivot. Like, you don't have to stay in 1 space. You can move. Well, Nate, I'd love to acknowledge, like, I've seen you put out offers, you know, on Facebook and whatnot. And then, you know, a month or two later, 3 months, you know, whatever the timing is, be like, you know what? That was fun. I really want this instead. This is what I'm offering.

Britney Gardner [00:14:51]: And I love How open you are about it because how are we supposed to know, you know, that really good gift that we have, that that gift we've supported with talent and skill building over the years? How are we supposed to know how best to serve our people with it if we haven't tried different ways? Because we might think that we're doing it really, really well, But it could be better if we do something just a little bit different or tweak it in a different offer. Right? But I love how open you've been about this. It's It's been a joy to watch for me, honestly, as someone who's watched you come along the way and grow because you're not afraid of people seeing, I tried this, and I didn't like it. Now we're trying this instead.

Terrica Strozier [00:15:27]: Yeah. I appreciate that. Thank you. It's been a journey for me for so long. I was like, I'm just not gonna say anything even though inside my head, I'm like, say something. You know you want to. And I also did it Personally, for myself, but also for other people who were, like, tuning into my content because it's we've been in this, You know, online space and the gurus and other people are just telling you, I just had a 6 figure launch and it was amazing. And you're like, well, where did it come from? You know? And did that offer you just thought of it yesterday and you sold it the next day, like, I wanted people to see what it looks like when maybe you have a great idea.

Terrica Strozier [00:16:13]: And maybe either your audience isn't ready for it or the market isn't doesn't it at that point or maybe there's not viability right now. It could be later. I have a treasure fold of offers in the back in that maybe one day will, like, work better than what they're working right now. But for my audience today and how I can best serve, I had to tweak in testings, and I wanted people to see that iteration so they will have confidence that if you put something out, Even with all the marketing and all the strategy and it doesn't work, it's not a reflection on you. Just, like, see what did kind of work in that. You know, tweak it a bit, reposition it, and try again.

Britney Gardner [00:16:55]: You know, I gosh. I love that you say that so much. So I'm going to not name a few clients, but tell a story about one of my clients right now because I first started working with her 3 years ago or so. And we worked with each other on, content that she was using in ads to sell an a tiny offer for lack of better terminology. And, eventually, we decided to table that offer, and we've been in and around each other ever since. We're we're friends outside of clients as well. And that all came from just being in the online world. Right? Eventually, she came back to me and said, I am finally ready to start a podcast.

Britney Gardner [00:17:29]: I need a content plan. So I have, You know, weeks of topics mapped out because she's trying to do this while running a full fledged business as we all are. Right? So she came to me for that, and she Spent a year building out the foundation. She's got lots of good content. She's got over a year podcast episodes ready in the belt Sitting there. So now as she's moving back into an ad supported traffic strategy, she actually has something to direct the people to. But and this is wonderful. Like, I've truly, it's been a joy working with her.

Britney Gardner [00:18:01]: We have a great relationship. And, also, At one point about a year ago, I had a potential client who wanted a reference, and I gave her as a reference. And That client was really, like, digging in, but, like, what results has Britney gotten you? What results? And she's like, well, we are in a Foundation building phase right now. So she's like, it doesn't look like anything's happening right now. She got me early results with this other thing, and that's great. But we both know that right now, what we are doing isn't going to look like anything is happening, that we have to get to the other side. And, you know, not everyone's ready to hear that.

Terrica Strozier [00:18:37]: Yes. I as you were talking, I'm nodding my head because I've Gardner with other marketers and worked with other service providers, and this is a common theme where A lot of people have either been prepped or groomed for this overnight quick success. And once we step out of the online world To regular business, brick and mortar, your Walmarts, your Targets, your mom and pops, nothing is overnight. These people have been business, You know, decades, and it's a lot of work of a lot of failures, a lot of, you know, rejigging, Starting again, rebuilding, as you said, foundational work to kinda get you where you wanna go. And I love that you illustrated that story because it showcases in more than one way that, like, it's okay to just work on the foundation while you're building something else that you don't have to have something together in a month or 30 days or 90 days or any of these arbitrary time frames that it has to fit for you and for the goals that you want for your business.

Britney Gardner [00:19:50]: When someone gets that, when they're willing to put in the work and know that it's not going to be this, you know, Overnight success deal. Right? Yeah. I've seen such amazing things happen. And and it's you know, like I said, we've known each other. We've been in the same inter Internet online circles, you wanna call it for a couple years now. So I've been able to see the progression of some of the people that you've worked with. I've been able to see the progression, obviously, of my own clients. And the people who stick with it, not just consistently showing up, but consistently putting out offers, consistently working on their brand, and just really carving out That differentiated way so that they can actually claim the category of 1, you know, marketing status.

Britney Gardner [00:20:28]: It's been really amazing seeing Great things happen for them.

Terrica Strozier [00:20:33]: Agreed. And it's interesting you say that. I commented on a post that I made recently where I asked Everyone to rank their brands, how they felt about them from 1 to 10. And there was an individual marketer I really, Respect. Her name is Sarah Moon, and she put that it was a 10. And a couple people are like, I love your brand. And she said, it took me 11 years to get here and But mine is the time frame. Like, with time, your brand becomes just better.

Terrica Strozier [00:21:05]: It's like Like, Asian wine or I gave a I responded to that post, and I said it's like a great bread recipe. Right? Like, you Don't make the best loaf immediately. You're tweaking and testing and you gotta rise and go back and it's but once you get it, you're like, Oh, this is it. This is like it's everything. Right? So that's how, like, branding is. That's how marketing is. It takes time, but the more time and consistency you put into it, the better result you get at the end.

Britney Gardner [00:21:35]: I love that. And I think that's a really Great way to kinda close this, whole interview out just with that positivity that it will take time. And, yeah, there's probably some environmental factors that make The occasional loaf, you know, flop. The rise isn't good. You know? You know, maybe all of my loaves have flopped Every time I've tried to make bread, and I just don't do it anymore. But, you know, like, there's there's real things. Right? There's real things that can affect our offers and our marketing. And so long as we Stick to it.

Britney Gardner [00:22:04]: We keep working on it. We tweak that recipe a little bit. We will get there if we don't quit. I love that sentiment. So, Terrica, thank you. I know that there are obviously ways to work with you. I know I've seen that you've got brand audits as an offer lately. Will you just tell us a little more about that?

Terrica Strozier [00:22:20]: Yeah. I've created this container of a brand audit because after working with many clients and just kinda Giving advice in different spaces, I've really observed that people really need to have a comprehensive idea of where they are currently and actionable steps how to get to the next phase that they want to, whether that be a blend of personal and business goals. And to be honest, rebranding isn't always a solution for everybody. Sometimes it's just, like, actionable Tweaks in your business right now because some of the smallest steps make some of the more massive results that you need. So I wanted to create an offer that wasn't just I just need a rebrand. So I have a brand audit right now. I take a look at the full gambit of the business from websites to sales pages to client experience, the full customer journey. I give a video overview of everything as well as an action plan paired with that and then a follow-up 1 hour session for final, like, q and a's and any type of, additional, like, assistance that people need.

Britney Gardner [00:23:33]: Perfect. Oh my gosh. As tempted as I am to be like, yes. I'm your next client on that. I just I know the wealth of experience that you bring to that information, and I've always benefited personally from someone who I respect and trust, obviously. He being like, I know you think you're showing up like this, but what it actually looks out like is this. And I think that's exactly what you're delivering for people. So friends who are listening right now, this is this is an amazing offer.

Britney Gardner [00:23:59]: You should go check it out. We'll have links obviously in the show notes to all of Terrica's stuff. And, Terrica, I just wanna thank you for The the time that this conversation, was the investment and and just for sharing so much information with us.

Terrica Strozier [00:24:12]: Oh, you're so welcome. It was a great time.

Britney Gardner [00:24:15]: Alright, friends. I hope that you enjoy that as much as I did. I really, really love what Terrika stands Or and I think that you guys can all learn something from this conversation. Hopefully, even just a little bit of what I learned from it. See you in a couple weeks. If you found value from this episode, there are 2 things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it, odds are you know somebody who needs to hear this message.

Britney Gardner [00:24:45]: I do truly believe that a rising tide lifts It's all boats. And if you help that friend with something that they need to do, we're gonna have less crappy marketers out there, which means less scams, And we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever Podcast app you are listening to the show on right now. Doing that helps me reach more people, getting again the same great information out there, and we all make a better, happier, effective, and ethical world as a result. Thanks so much. See you guys in a couple weeks.

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The post Creating a Category of One Brand Experience with Terrica Strozier appeared first on Content Strategy by Britney Gardner.

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In this episode of The Know, Like & Trust Show, we’ll be exploring the downside of repurposing content. We delve into the topic, highlighting the importance of thoughtful and strategic repurposing. Britney emphasizes the need to ensure that the original content is effective before repurposing it, shedding light on the potential pitfalls of distributing content that may not be resonating with the audience.

Throughout the episode, she draws colorful analogies, including a quirky comparison between content and managing pets, to drive home her points. Britney also offers practical advice on how to measure and assess the effectiveness of content, guiding solo service providers on a journey towards achieving an “uncommon content golden zone.” Tune in to discover the keys to successful and impactful content repurposing in this insightful and engaging episode.

[Content repurposing] can become a bigger problem when you’re reusing that content in different ways because you might end up tanking your social following on one of your channels if you keep pushing this content piece that isn’t doing well.

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Highlights in this episode: 01:40 How repurposing content can have a downside. * 05:16 Repurpose content to reach larger audience. * 07:52 The phrase polishing a turd relates to content very well. * 11:17 Repurposing content across channels can hurt your following when not done correctly. * 14:12 Before repurposing, check for success signs. Thoughtful Content RepurposingBefore we delve into the nitty-gritty of repurposing content, let’s be clear about one thing: there’s a downside to repurposing. And that’s exactly what we’re going to discuss today. Look, I’m all for repurposing content – in fact, my main offer is helping service providers like you utilize evergreen content in smart ways so you can escape the content creation hamster wheel. But there’s a catch, and it lies in one sneaky little word: thoughtful.*

Many tend to gloss over this word, possibly because being thoughtful implies intention and strategic thinking–more than you might want to invest. When it comes to repurposing, you might feel like you’ve already put so much effort into content creation that you just want to repost something and call it a day. Well, I hate to break it to you, but that’s probably not enough.

The 3 R’s of Repurposing: Reuse, Repost, and Recycle.Now that we’ve established the importance of thoughtful repurposing, let’s briefly discuss the three R’s of repurposing. Why? We need to be on the same page of what repurposing is before we can talk about how to do it well. For a comprehensive overview of this topic, I recommend checking out the full blog post titled “The Complete Guide to Repurposing Content with Examples.” It’s specifically designed for service providers like you who don’t have massive teams or extensive resources.

Recycling Content is One Type of RepurposingThe first R is recycling – my personal favorite. Sometimes, you publish content that feels good and gains traction, but it doesn’t quite reach your entire audience. This is when I like to refurbish it with a fresh intro or a different hook. By doing so, you can breathe new life into your work and ensure it resonates with more people.

So remember: while repurposing content can be an effective strategy, it’s crucial to approach it thoughtfully and intentionally. That way, your efforts will truly pay off in reaching and engaging your target audience.

It’s important to recognize that not every story or analogy will resonate with everyone. For instance, I often use anecdotes about raising chickens, homeschooling my children, and lessons learned from special education with my son. However, some people might not be interested in these topics and could potentially tune out before reaching the main point of the content.

One way to overcome this issue is by recycling content and replacing a story or analogy with another one. It can help recycle the main idea and make it more appealing to a larger audience segment.

Reuse Your Content In A New WayAnother method involves reusing content in a different way, making it more suitable for various platforms. For example, you might have a blog, podcast, or video channel where you post your primary content piece. You can then take elements from this piece and adapt them for platforms like LinkedIn, Instagram Reels, or TikTok. This allows you to reach people who may not spend much time on your main content channel but are active on other platforms.

Remember that most of us hang out in more than one place online. We have our primary content publishing channels but also use other platforms to build relationships and attract attention to our work. It’s essential to adapt your content accordingly and play by the rules of each platform’s algorithm.

Repost Content As IsThe “easiest” way to repurpose content is simply reposting it as is. There are several reasons you might want to do this:

It’s been a while since your audience has seen it. Even if they’ve seen it in the past, it’s possible they weren’t ready for the content then or have forgotten it before it’s need for their current situation. Think of it as giving them a refresh.
You have newer members of your audience that have not seen it before.
This particular content is needed as foundation for newer content.

What Happens When Your Idea Isn’t ResonatingWhile we don’t intentionally create “bad” content, sometimes an idea we love just doesn’t give us the expected results. Let’s face it, sometimes that big content piece on your main channel might not be resonating with your audience as much as you’d like. Perhaps they’re not ready for the information, or maybe you’ve tried various hooks and analogies without success. Whatever the reason, you could end up with a less-than-stellar content piece.

Now, bear with me as I use an unconventional analogy. We’ve all heard the phrase “polishing a turd.” Repurposing a large “turd” into smaller ones won’t change its overall quality. In fact, 100 small “turds” might be worse than one big one.

To illustrate my point, let’s briefly discuss chickens. When someone says they’d love to have chickens but think they’re too much work, I’m often surprised. To me, owning a dog requires more effort than maintaining chickens, and many have dogs without questioning it.

My husband has devised a once-a-week system for our chickens – refilling their water and food tanks and dealing with their waste. It’s not that hard compared to taking care of a dog that needs multiple walks a day and constant attention.

Every pet owner can probably relate to one universal truth: if you don’t deal with the poop, things get messy. Fast. All those pet turds aren’t so bad one at a time. But leave a bunch out? It’s a problem.

Finding A System That Works For YouNot only do those smelly turds attract pests and introduce disease, but they also serve as a metaphor for content management. (Bear with me here.) Just like cleaning up after your pets, managing your content requires regular attention to avoid a buildup of mess – or in this case, poor-quality content.

So, what can we learn from this analogy? Just like managing chickens and dogs, effectively reusing content is about identifying the good pieces and the bad pieces–the turds–before it becomes to difficult to sort through them.

Regularly Measuring Your Content Is The Key To RepurposingWellNow, I know what you’re thinking: “This might be the grossest podcast episode yet.” But stick with me because there’s an important lesson here. Regular maintenance is essential in many aspects of life, from hosting parties to bookkeeping. And yet, when it comes to content management, people often neglect this crucial practice.

Take the time to assess your content and identify opportunities for improvement before diving into repurposing it in different formats.

Without regularly measuring your content’s performance, it becomes difficult to weed out the low-quality pieces – the turds, if you will. And then when someone suggests measuring thoughtfully and consistently, it feels like an overwhelming task because it hasn’t been maintained over time.

As a result, when people hear about repurposing old content to lighten their marketing load, they love the idea – until they unintentionally end up repurposing a “turd.” This issue extends beyond simply reposting one big piece of content across multiple platforms; it applies to every aspect of content management.

How To Measure For Effective ContentStart by looking for non-measurement signs that your content is resonating with your audience.

Are people talking about the ideas you’ve presented?
Do your clients seem familiar with the concepts even before working with you?

These subtle clues can be a goldmine of information, helping you pinpoint which content deserves a second life.

Don’t forget to also check the numbers. Your social media app statistics, dashboard data, or any other preferred method of measurement should be part of your evaluation process. By paying attention to these insights, you’ll have a better understanding of what works and what doesn’t.

One effective strategy is measuring your content’s ROI. This helps you identify which pieces are working hard for your business and which are falling flat. A content ROI dashboard can be invaluable in this process.

Adding Content To Your Evergreen RotationYou don’t want to end up simply recycling lackluster material. (Because, let’s face it, no one wants to read something that feels like a reheated leftover.) To avoid this pitfall, it’s crucial to take a step back and assess your content’s performance before deciding to give it a makeover.

So remember: just like dealing with pet messes, staying on top of your content requires regular attention. Don’t let yourself get buried under a mountain of outdated or low-quality posts – or worse yet, inadvertently repurpose one!

Key Takeaway:Measure your content to avoid falling into the trap of relying on underperforming pieces. Only add a piece to your evergreen rotation once you’re sure it’s a winner.

The Upside to Repurposing Your ContentNow, let’s not focus solely on the doom and gloom. There is an upside to repurposing, particularly for solo-ish service provider businesses without dedicated content teams or PR departments. It may seem like a heaven-sent gift when you can transform a single video or podcast episode into multiple forms of media. And it can be – if you’re measuring your content and ensuring it has a positive impact.

Remember, your content should always be doing one of two things: nurturing your audience and generating leads. By measuring these aspects, you can make sure your repurposed content is truly serving its purpose.

In summary, don’t shy away from repurposing content – just make sure you’re working smart by measuring its effectiveness and focusing on pieces that genuinely resonate with your audience and drive results. Once you’ve confirmed that, feel free to repurpose away and watch your ideas flourish in new and exciting ways.

FAQHow should content creators approach repurposing content to ensure it effectively reaches and engages their audience?Repurpose with purpose. Like a chef forming a gourmet dish, transform your content thoughtfully. Measure its effectiveness regularly (setting up automation helps!) to ensure it’s still relevant and serves your audience a fresh, not stale, experience as you nurture your current and grow new audiences.

What are the benefits and challenges of repurposing content?The benefits and challenges of content repurposing show the thin line between clever repurposing and lazy déjà vu. While repurposing offers the allure of lighter content creation investment and extended reach, challenges arise when it doesn’t quite hit the mark. It’s like recycling a lukewarm excerpt from a bestseller—still lukewarm.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post The Downside of Repurposing: Understanding the Pitfalls and Benefits for Micro Businesses appeared first on Content Strategy by Britney Gardner.

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In this episode, Britney discusses the concept of the “Content Easy Button” and how it relates to marketing and repurposing content. She emphasizes the importance of strategic content planning, showing up authentically, and honing in on what works to create a consistent flow of clients.

We cover soloists and content creation:

Importance of content for soloists
Challenges faced by soloists with limited time and a small client base
Embracing a content creation process for continuous business growth

You have to build a freeway to get people across the city in a timely manner. You have to connect streets so people can go there, and that’s what marketing does for your audience, it gives them the streets and the highways to go on so they can get to you faster and then get to that big change that will turn corners in their lives.

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Highlights in this episode:* 00:56 More time between episodes allows better content. * 02:42 Why do we need to market at all? * 05:20 Effective, standout content; repeatable and measured success. * 07:32 Content marketing: work, strategy, relationship building. * 11:06 Help is available for anyone struggling; reach out. The Content Easy Button: For Those Who Believe in Their WorkFor soloish entrepreneurs and seasoned marketers alike, the struggle to effectively market our content can often be a thankless task. We believe in our ideas and the remarkable services we have to offer, and it’s natural to question why we should have to put in the effort to market them. Shouldn’t people just instantly recognize the value we bring? Shouldn’t they be eager to work with us if they truly understood the transformative potential of our big idea?

In our minds, we imagine an elusive tool called the Content Easy Button – a magical solution that effortlessly generates engaging content and does the marketing for us, attracting clients like moths to a flame. If only we could find this easy button, we could breathe a sigh of relief knowing that our content creation and marketing efforts would be taken care of in a flash.

But as we entertain these fantasies, we must confront the reality that marketing is an essential part of getting our ideas seen and heard. As much as we believe in our products or services, they won’t magically reach the right audience without our marketing efforts acting as a bridge.

What is the Content Easy Button?As soloish entrepreneurs and established marketers, we’ve all been there, wrestling with the idea of making our content work for us. After all, we’ve got compelling ideas and incredible services to offer the world. So why should we have to market it at all? Shouldn’t people just… get it? Wouldn’t they indeed be chomping at the bit to work with us if they knew how transformative our big idea could be?

Sometimes we believe so strongly in what we offer and the service we’re putting out there, that it’s almost hard to understand why we have to market in the first place.

You’ve probably imagined this elusive Content Easy Button a la the Staples commercials, the magical tool that produces engaging content that markets for you, reeling in clients effortlessly. Ideally, we’d all have that magical tool, bang on it, and boom, our content creation and marketing would be done.

Why We Crave the Content Easy ButtonThe desire for this easy button stems from our confidence in our product or service’s transformative power. We believe so strongly in it that marketing feels extraneous–as in, yet another extra thing that isn’t necessary. You’ve probably thought, “Why should I have to market my service? If people knew what I offer, they’d want in!”

Reality Check: We Need MarketingAs beautiful as this concept might be, we must acknowledge that our brilliant ideas and life-changing services don’t just appear on people’s radar. Like highways and streets head to your house, marketing constructs a path for your audience to reach you. It’s the crucial connector between your big idea and the people who need it.

In this age, we all know that content is king, and effective content marketing can significantly boost your business. But let’s face it; we are busy helping people and improving lives. As much as we crave the easy content button, content creation might often get pushed aside due to our packed schedules.

Content: A Vital Marketing ToolAt this juncture, let me remind you that we’re in business to support and enhance our lifestyles, not vice-versa. Content, in particular, plays a pivotal role in effective marketing strategies. We understand that creating valuable and engaging content is a key driver of business success. However, with busy schedules and a focus on helping others, finding the time and energy for content creation can often be a challenge.

The closest thing to a content easy button is putting the three parts of the Uncommon Content framework into practice.

Navigating this dilemma requires a delicate balance between growing our businesses and maintaining a fulfilling personal life. Our aim is to support and enhance our lifestyles through our entrepreneurial activities, rather than being consumed by them. Finding ways to make our content work better for us is a worthy pursuit.

It’s easy to push off marketing and content when you have a full roster. But having a pipeline of people ready to go and fill that next opening? That takes a huge load of stress off.

So, whether you’ve been contemplating the existence of the Content Easy Button for some time now or if it’s a brand new concept to you, the fact remains that it’s a topic worth exploring. As entrepreneurs, we should continually strive to improve how our content connects with our audience. Our big ideas have the potential to change lives, and by mastering the art of content marketing, we can build the necessary bridge to bring these ideas to those who need them most.

Key Takeaway:Creating content with your best client in mind is the number one goal, test, and filter for how + why you create content.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post The Content Easy Button appeared first on Content Strategy by Britney Gardner.

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In this episode of The Know, Like & Trust Show, host Britney Gardner interviews Angela Foster, a petite style coach, on the topic of image presentation in content. They discuss how to create a wardrobe that represents personal or business brands, choosing comfortable yet professional outfits for video content, and the importance of breaking down different aspects of our lives into “buckets” for easier wardrobe management.

Pick a signature and then really make a point of doing it every time you’re visible.

Angela Foster

More on ANGELA FOSTER:Website | LinkedIn | Instagram

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Highlights in this episode:* 00:00:57 Editor-turned-fashion-consultant helps petite women dress confidently. * 00:05:22 Social media week: selfies, behind the scenes, life’s buckets. * 00:13:06 My personal style doesn’t translate on camera. * 00:17:33 Outshine competition by being consistent and memorable. * 00:19:42 Colorful client logos brand visibility, start there. * 00:21:52 Confidence boosts my own productivity. Unlocking Brand Visibility Through Consistent Personal StyleWelcome to our blog post, where we delve into the quirky relationship between personal style and brand visibility. While it may be a seemingly insignificant factor, the power of consistency in personal style cannot be underestimated in enhancing brand recognition. Whether modifying accessories or switching up hairdos, maintaining a consistent overall style can make you instantly recognizable and leave a lasting impression. In this post, we explore the importance of mastering your signature style, striking a balance between authenticity and consistency, and how embracing your personal style can help your brand shine amidst the saturated market space. So, let’s dive in and discover how consistency in personal style can open the doors to enhanced brand visibility.

Consistency in Personal Style: Key to Enhancing Brand VisibilityEver thought about the relationship between your personal style and your brand’s visibility? It may be an afterthought, but maintaining a consistent personal style can be highly effective when it comes to brand recognition. And since this noisy internet age means we sometimes have to show up twenty-three times before we’re remembered, anything to quicken that pace is worth paying attention to.

The Power of Personal StylePicture this: A petite style coach who wears the same outfit, but changes her accessories or chooses a different lipstick shade. Despite repeating the same outfit, she never looks monotonous because she knows how to modify her style. Even while switching between varying hairdos or makeup looks, the consistent overall style provides a sense of familiarity that makes her instantly recognizable.

Mastering Your Signature StyleNow, think about two different looks for video shoots. One day, you’re a polished professional with light makeup and statement earrings. On another day, you might be the approachable, down-to-earth persona, just chilling on your sofa without any makeup and conversationally addressing your audience as if they were friends visiting you at home. Both looks are distinct yet cohesive, conveying the versatility of your personal brand.

Quality Over PerfectionRemember, consistency doesn’t mean perfection. You don’t have to have a full face of makeup or a designer outfit to make your personal brand shine—just be you. Ensuring your followers see you consistently can be more beneficial than projecting an image of perfection. What you’re ultimately striving for is the mastery of your personal style over the perfection of appearances.

Balancing Authenticity with ConsistencyHere’s the thing, though. You want to stay true to yourself while maintaining style consistency. If your brand reflects an image of a girl-next-door, ensure that your personal style aligns with that image. Likewise, if you’re promoting a high-end luxury brand, communicate it through your sophisticated personal style.

Different Strokes for Different FolksEveryone’s different, and what works for some might not work for you. For instance, some people are perfectly comfortable revealing their post-hot yoga sessions, complete with sweat and exhaustion. If you’re not one of them, that’s perfectly okay. At the end of the day, authenticity matters. It inspires confidence, which will naturally enhance your presence and visibility.

Identifying Your Style SignatureAs a marketer, you know how saturated the market space is, and making your brand stand out in this sea of noise is not easy. Identifying a signature style can be one way to do that. Once you have your signature style in place, stick with it and let it do the magic. From a professional standpoint, you might need to see the same thing many times before associating it with a brand. Therefore, having a consistent signature style can help to fast-forward that recognition process.

The key takeaway? Embrace your personal style, remain consistent, and watch your brand visibility grow. Remember, no one can do you better than you!

FAQWhat are the different buckets of life that require different types of clothing?The different buckets of life that require different types of clothing could include work-related activities such as in-person conferences and keynote presentations, branded photo shoots, social media activities like selfies and behind the scenes content, and daily tasks and responsibilities.

Is it necessary to have a variety of outfits for video content, or can you get away with wearing the same outfit?Whether it is necessary to have a variety of outfits for video content depends on the niche and individual preference. While some may feel the need to switch up their outfits to present variety, most viewers are focused on the content itself rather than the clothing. Adding small changes like accessories or hairstyles can provide diversity without needing multiple outfits.

The Know Like and Trust ShowEmailDownloadNew TabBritney Gardner [00:00:57]: After 20 years as an executive in the fashion and beauty space, Angela Foster now helps high achieving petite women, just for the record, yes, that's me, feel more confident by creating a closet they love. Her clients show up prepared and confident to brand photo shoots, keynote presentations, and everyday life because they enjoy a wardrobe filled with clothes that fit their height, flatter their body shape, and That they love to wear. Now that's Angela's official bio if you can't tell. I wanna point out, we're not just talking about how to choose clothes. Because when it comes to showing up in content and particularly in video type content, there are ways to do it where you don't feel like You have to do all of this work before you can even start creating content, and that was why I was so excited to have her on the show. I'm not gonna tease anymore. Let's hop into the interview. Angela, welcome to the Know, Like, and Dress show.

Angela Foster [00:01:45]: Britney, thank you so much for having me. I've been looking forward to this conversation for Weeks now.

Britney Gardner [00:01:51]: I know. Right? It's, you know, it's it's funny when you connect with people mostly online. Right? And you you go back and forth. You're like, well, what if we could do And then Yes. Well, what if we added that? And and then, yeah, weeks of looking forward to it. And now we're here. We gotta gotta share all of that planning with everybody else.

Angela Foster [00:02:08]: Absolutely.

Britney Gardner [00:02:09]: So I am really interested in diving into the conversation, but we gotta frame it up a little bit first. And to do that, a petite Style coach. Let's give, like, the the sound bite version of what that means exactly.

Angela Foster [00:02:22]: Oh, a 100%. So petite is 5, 4, and under, which is 44% of the US population. So that's the first thing. I work with executives, entrepreneurs, High achieving who either, a, don't like to shop or, b, don't have the time to shop. And I help them put together a wardrobe that represents either their personal or their business brand. So it's a little bit different than, like, a personal shopper at Bloomingdale's where you would go in and all they would gather is from their particular retailer. So we have a lot more access, obviously, to different brands and different retailers and all of that. And then in in addition, you know, be the whole petite and knowing how to dress and all of that can get so Funny because nobody ever really teaches us how to dress for our body shape or anything like that.

Angela Foster [00:03:10]: Like, we graduate from college. We get a credit card. We need 5 outfits because we Start a new job on Monday, and we just go out and buy whatever. And so then we end up with a lot of, like, a closet full of nothing. Like, How many times have you said I have nothing to wear? So I try to teach my clients how to shop and what looks great on them So that when I'm not around, they can shop for themselves.

Britney Gardner [00:03:32]: So I love that. And I've worked, you know, as a former photographer. I've worked with People in this field in the past, but I still find myself as as an entrepreneur who's, you know, at this point, more like More or less just bust up, right, on camera and and things like, what can I wear that's that's, 1, comfortable for me to, yes, sit in my office chair, fancy and expensive, though it may be?

Angela Foster [00:03:57]: Right? Super fancy.

Britney Gardner [00:03:59]: Yeah. Like like but comfortable To go from here and then just because of my unique, you know, life case use situation, you know, I'm homeschooling my kids. I'm often running around to, You have an OT appointment to swim lessons. And then I'm coming home, and I'm working for an hour and a half while I have a pocket of time. And then I'm going and Well, you know, we're in, like, food preservation mode over here right now, so then I'm going to can some pear sauce and apple sauce. And I don't wanna get my nice fancy clothes All messy in the apron only covers so much. And, like, I'm totally stream of consciousness in here, but how how does that change the conversation? Because most Of the people listening to the show, even if they're not canning or running out to collect their chicken's eggs, they're probably not just sitting at their office desk the whole day. Right?

Angela Foster [00:04:47]: Absolutely. Absolutely. So, Britney and I would have to say a 100% of my clients experience the same thing. No matter If whether it's, you know, the food thing or kid thing or whatever. It used to be so easy because we would go to work, and we would have a section of our closet that was just for work clothes. And so on Monday morning, when we're getting dressed, we would know exactly where to go, and we would know it'd be appropriate. But now, especially, like, you and I and your listeners and my clients and all of that, work has become different buckets. Right? It's, I'm filming a video, so I have to represent my brand.

Angela Foster [00:05:22]: I am going this is my, like, social media week, So I'm doing a lot of selfies and a lot of behind the scenes things and all of that, and then all the other stuff that we have to do just to keep life going. So When I talk to my clients about this, my biggest takeaway is instead of looking at it as 1 big section of your closet being these are my work clothes, Look at it as what are the different buckets that your life requires now, whatever those are, and focus on one of those at a time, and it makes it so much easier. I mean, there are absolutely things like for you when you're in your office, you wanna look nice, but you wanna be comfortable. So then let's talk about material. Like, you know, you're not gonna wear, like, starched heavy cotton. It's too restrictive. It wrinkles too much and all of that. So But we break it down that way, and it makes it so much easier because instead of being one overwhelming sesh section, it's like Little buckets.

Angela Foster [00:06:13]: And if you're on video 2 times a week or 2 days a week, you only need 2 or 3, 4 outfits. It makes it easy. It just breaking it down like that.

Britney Gardner [00:06:22]: Yeah. No. I like the bucket idea because I may talk about content in terms of buckets too. Like like, which bucket does this fall into? And if it was gonna spill over, which Bucket would it spill over into. Right? You know? So makes total sense. So I have another question. And, of course, this is like me Personal, like, digging into the curiosity here. When you're talking about, like, 2 to 4 outfits, Right? Do you have I mean, if you're on video.

Britney Gardner [00:06:49]: Right? We're doing videos pretty often, most of us at this point.

Angela Foster [00:06:53]: Yes. Yes.

Britney Gardner [00:06:54]: Is it okay if people only see us in 2 outfits? Is that alright?

Angela Foster [00:06:58]: Okay. So I think that is dependent on your niche. For me, I feel like I have to Change. Even if it is a con like, if it's a content batching day, as a style coach, I feel like I don't want them to see me in the same outfit all the time. Even if I just have to mix up, like, the jacket or the sweater I have on or the earrings or the accessories or whatever, but for you, when it's When you're talking about, you know, visibility and all of that, I mean, you look great. Who cares? And not only that. I think the majority of people, they don't even pay attention to what you have on. Do you know what I mean? They're, like, focused on what you're saying.

Angela Foster [00:07:35]: So yes. So, I mean, it's for us. But, yeah, I think it just depends on the the niche. And I would say 99% of the niches, unless you're a petite style coach, you could probably wear the same outfit all the time and nobody would even notice. But you can switch it up like earrings or wear a different lipstick or do your hair a little different way or something like that just if you feel like, Wow. I look the same in every video I've done in the last month.

Britney Gardner [00:07:57]: I've got, like, 2 looks to my videos. I've got More or less what I'm doing right now, I'm wearing some makeup. Maybe not a full face, but, like, some makeup, and I put earrings on. And this is, like, the Britney trying look. And then there's the what I pulled last week, which so I was sick. I had, like, a sinus infection all last week. And, you know, I Still had to do a couple things where my face showed up, and I just rolled with it. Yes.

Britney Gardner [00:08:24]: I'm not wearing any makeup. Yes. I'm definitely sitting on my couch with a blanket pulled up all over me. And I just be like, hey, y'all. So this is where I'm at right now. And you know what? I for me, this works. Right? I I talk about we show up consistently even if it's not perfection you know, mastery over perfection. Right?

Angela Foster [00:08:41]: Yes.

Britney Gardner [00:08:41]: And I'd love to hear your take from a style perspective. Right? Like, There is the idea that I have a couple, like, go to outfits for my filming days, and I love that. I love knowing that I've got kind of, like, that decision made. It takes that analysis paralysis Out of the picture. Right? But what's your take on this? Like, how much does it detract from your brand, If you will, to just be like, I'm not trying today, and I'm still showing up.

Angela Foster [00:09:09]: That right there, what you had said, it just plays so perfectly into What you tell us every week when you show up. Do you know what I mean? It's that it is, like, I'm here because this is what I tell you to do, and this is what I'm doing. Right? So I think it works completely. I think that's the big deal. Like and and you talk about it too when you speak about, like, oh, there are those, like, The I can't remember what all you call them, but, like, there's the girl next door who's like

Britney Gardner [00:09:34]: Oh, yeah.

Angela Foster [00:09:34]: Yeah. You can do it. I'm you I mean, that type of thing. It has to make sense for you And what your business is and what feels comfortable for you. Right? Like, I see all these girls, and they're like, oh, look how authentic she is. She just got out of hot yoga, and you can still see the Beads of sweat like, okay. That's great. And I applaud them for their self confidence.

Angela Foster [00:09:52]: That's not me. Like, I'm not gonna show up after my hot yoga class. So I think so much of what you speak to about being visible and all of that, it comes from confidence. And if you're okay being sweaty and in your car after a yoga class, Go for it. You know what I mean? If you're not, then don't do it because it won't come across that way anyways. When I'm talking to my clients about showing up as their brand, there's A couple of things because we both know. Everybody listening knows. It is incredibly noisy out there.

Angela Foster [00:10:22]: And Once you figure out what it is that's gonna make you stand out, then you just need to stick with it. So, for example, if you have those 2 outfits And you're okay doing a video on the couch or, you know, so and so is okay doing it after yoga, that's terrific. But try to come up with what your signature is. And the way I look at it is this. So, you know, they used to say I have to see something 5, 7 times before I recognize it or whatever, and now it's 20 3,000 times, and I still don't remember the girl's name. I don't know. But we look at it. We say, okay.

Angela Foster [00:10:55]: So for example and I'm just gonna use a client that I have as an example. So she is absolutely amazing. She's an interior decorator. She's incredibly visible. She has one of those deals where She's doing, like, quick little reels when she's on-site doing an install, or she'll be in client meetings and that type of thing. So We sat down when we were first talking about, like, how she can show up and represent her brand, and we said, okay. So you're in all of these different situations. What's gonna be your signature? What's gonna be that thing that I start to before I ever remember your name that I start to recognize you by just because every time I see her, it doesn't matter where She's at, she has on a scarf, or she has on an amazing pair of earrings, or she has a great ring on, or whatever.

Angela Foster [00:11:41]: What is it gonna be? And it has to make sense with the job because it can't get in the way. It has to be comfortable, and you have to like it because you wanna show up with whatever your signature is Every single time you're being visible and representing your brand because we were talking about it before. We're competing against companies who have a lot more money than we do, Have a lot more resources, have tons of time to spend on social media, and tons of money. We have to Stand out, and that is one of the best and easiest ways we can do it. So I always encourage my clients, pick a signature and then Really make a point of doing it every time you're visible.

Britney Gardner [00:12:19]: So, you know, the the thing about this is and and this is something I actually struggle with. Even though I am confident and I can show up looking pretty much like crap, honestly, I'll still show up. I'm cool with it. But How we show up on, you know, selfie camera. You know? It's and this is this is not necessarily even, like, a petite woman specific thing. We're we're we're holding the camera on our hand, on our phone, you know, if we're doing, you know, like, an Instagram story or a live type thing. Or we're sitting in front of, you know, some camera that's mounted to the top of our laptop screen, and it's like doing you know, if you were actually watching the video recording of this, of this. It's doing what we're doing right now.

Britney Gardner [00:13:06]: Like, you can see just above my bust, my full head, and, you know, a square around it. Right? And one of the things I struggle with is a lot of these style things that I like for in person things are clean lines, but maybe, like, geometric things, things that have, like, you know, a gather at the waist or, You know, a a a Nipton area here, but that's not gonna show up. It's really you know, maybe it's a really unique, you know, blouse or sweater. Right? It's not going to show up on the way I show up on camera. So if that is my personal style, shall we call it, It's not translating to what I'm doing for business. So so how do we do this? I mean, I do have a very extensive collection of earrings, but I don't wanna be just the girl that shows up with fun earrings. I I like my clean lines. I like my kind of, like, modern take on geometric, but, like, pattern free and solids, and it's not translating, though.

Britney Gardner [00:14:08]: Like, how do I do that?

Angela Foster [00:14:10]: So, Britney, first of all, let me give you a huge shout out because everything that you said is so perfect for short girls. Clean lines and nip so Brilliant, brilliant job on how you're showing up in person. So let's think about this. Like, if I said, Mel Robbins, what would you think of? Just from an appearance standpoint.

Britney Gardner [00:14:29]: Blazer?

Angela Foster [00:14:30]: Okay. Or

Britney Gardner [00:14:31]: I I don't even know if I'm right there. It just went pump into my head right away.

Angela Foster [00:14:34]: No. That's No. That's good. So when I see her, every time I see her, she has on big black glasses, and they're usually pretty square and oversized and all of that. So And, again, I mean, I'm in I'm in tune to that, so that's why that's the thing that I notice. Or if I say Anna Wintour, Typically, what women would pick up about her appearance is her really geometric bob and her dark oversized sunglasses. You can look at Gwen Stefani, and as many things that she's done differently throughout the 30 years or whatever, Her platinum blonde hair has pretty much stayed the same. So 3 women, very different, you know, personalities and all of that.

Angela Foster [00:15:14]: So you can keep the party on top. You just have to figure out what it is that you're gonna feel comfortable and like enough to do it for a long term period. You don't wear glasses? I mean, I've never seen you in glasses. So Correct. Yes. Okay. So glasses are probably not gonna work for you. You might be on to something with the earrings.

Angela Foster [00:15:32]: It doesn't always have to be that way. You could do, you know, like because you do see the neckline, you could do, like, some kind of fun necklace, Something like that. You could do something different with your hair. I mean, we've all seen a 1000 girls with pink hair on Instagram and LinkedIn and all that lately. So but, yeah, you just have to figure out what it is that You're gonna like enough to hang with it, and that is a very strong signature. Even even before I know your name or I remember you or anything like that, I'm gonna be like, oh, the girl with.

Britney Gardner [00:16:00]: You know, and that the memorability piece to me is so important. Right? The the things I've been saying About about content that are not image related directly translate to what you were talking about right now with image. Right? So I'm saying, you know, give your client a quick win so that they start associating that win with the memory of you. Now Like you said earlier, very noisy world.

Angela Foster [00:16:26]: Yes. Yes.

Britney Gardner [00:16:27]: If they can't remember your name, and they they know that this 1 person on LinkedIn gave them this little tip that just changed the way that they, like, approached a whole issue that they'd been struggling with for 6 months.

Angela Foster [00:16:40]: And

Britney Gardner [00:16:40]: all they remember is, you know, the girl with the big chunky glasses or Right. The girl who always wears, you know, her red hair in a ponytail Or the girl who always has a statement necklace. Right?

Angela Foster [00:16:52]: Mhmm. Or always wears red. Or

Britney Gardner [00:16:54]: Yeah. Yeah. But it at least gives them a way to Spot that person in the future, and I like that. You know? The whole thing that we present out there matters. I like that you're giving us, like, real reasons to kind of bolster up that idea, but it does not detract from your message if people can't remember your Your message is out there. It is helping people. And if they can't remember your name right away and they remember something that they associate with you and they pick it out later, You become, like, a double down memory at that point because once they find you again, you're like, oh, the girl with the necklace is Brittany Gardner.

Angela Foster [00:17:33]: Right. And just think about that. So all of your competition, it's gonna take them I mean, we were kidding earlier, like, how many times it takes them to remember your name. But if it takes them 23 times of seeing you every day showing up consistently to remember your name, your competition who's not putting that effort in, How many times is would somebody have to see them before they remembered their name? And then even so, you'd still be like, well, she looks different Every time I see her, so I don't know. Was that the girl that said that really great thing about the I don't know. What you know what I mean? So we just I feel like it's such a challenging business environment. I mean, no more so than it's ever been, but it's just I mean, like, you know, we all are doing everything that we can. So having said that, any little step up that you can give yourself To stand out and, you know, build that know, like, and trust factor, but why not use it?

Britney Gardner [00:18:23]: No. I love that. And I'm really thinking now about some of the people that I've been following on LinkedIn lately. And they're not all women. Some of them are are men. And to be fair, I think it's a lot easier for we women to stand out visually than men because they're all showing up in a black T shirt. And, you know, there's only so much that they're doing with their hair realistically. Right? So, I mean, they could.

Britney Gardner [00:18:43]: They definitely could do more. They We could do more.

Angela Foster [00:18:44]: They they they they absolutely could put more effort in. 100%.

Britney Gardner [00:18:48]: But I'm thinking about it. Even some of the men that I think Probably a very generic appearances. The ones that I am visualizing right now, they have strong profile pictures that are Good. I mean, they're good quality, but they you know, they're showing contrast in an area. And, like, one of them that I'm thinking about, I don't remember his name exactly, but he definitely has a Strong, like, purple cast to the photo. And I'm like, there's ways to show up with your image that don't involve Having to choose a necklace every day.

Angela Foster [00:19:18]: No. Absolutely. And that's such a good point. There's a guy it's funny that you should say that because he's on LinkedIn too. And I can't remember what he does, but it's some sort of a social media. And it's not it might be LinkedIn. It might be some it doesn't matter. But but he's in a pink suit, and it's not like A baby pink suit, but it's like a magenta, really bold, strong pink suit every time you see him on video and or in pictures or anything like that.

Angela Foster [00:19:42]: And can I tell you? I had to follow him. I was like, dude has a strong signature, so it can be a color too. You know? I mean, colors can be fun. The one thing that I'll say about that, not to totally digress. But I especially when I start working with new clients and we're talking about dressing your brand and being visible and all of that, They'll be like, oh, well, my logo colors are, I don't know, blue and yellow. And so I'm just gonna wear blue and yellow all the I'm so and the analogy that I always and it's a good place to start. Don't get me wrong. Like, if you're just starting to, like, expanding your visibility, then I think that's a perfect place to start.

Angela Foster [00:20:18]: However, it's it's not enough and we have to keep like, we have to take it a little bit further. If you imagine the same exact woman And she walks into a room, and she has on a black tailored suit and whatever nondescript blouse underneath it with Very plain black pumps. She's sending one message. If that same exact woman walked into a room and she had on, Say, a black moto jacket and black skinny jeans and badass boots, She's gonna send a very different message than the other woman is. And neither one of them are bad or wrong or anything like that, but it needs to go beyond color when you're dressing your brand.

Britney Gardner [00:20:59]: I love that. You know, I go back to the the the clean lines with, like, you know, a gather here and nip there. Right? I really find myself just And maybe it's my age. Maybe it's where I have come to in life. Right? Attracted to those very clean lines and simple silhouettes. And it's It's you know, you you gave me a a a lovely compliment earlier saying that that's so great for petite. And, like, I wish I could tell you that's why I chose it. It is not.

Angela Foster [00:21:25]: But you'd you know what, though? I'm not sure I believe that because when women have and men too. But when you have that eye for design, which you do, It's in color. Do you know what I mean? Sometimes you do it subconsciously and you don't even realize it. That happens a ton of times with my clients. They'll be like, oh my god. I was doing that, and I didn't even know it was right. I'm like, yes. See? You just like, you know, you're savvy.

Angela Foster [00:21:48]: You probably if you even if it wasn't a Conscious decision. You knew what you were doing.

Britney Gardner [00:21:52]: Well, I appreciate the double confidence, NASA. Thank you. I'll, you know, pat myself on the back over here. Would you please? But no. I I like knowing some of the things that you've said that, you know, I can incorporate what I'm already doing and just push it just a little bit further and Use that to bolster the memorability of the content that I am producing and that, you know, all of our listeners can do the same. That there are easy ways for us to Not make our life more difficult and still be aware of what we've been talking about here.

Angela Foster [00:22:22]: Absolutely.

Britney Gardner [00:22:24]: Oh, gosh. Angela, thank you so much. Like, this has been You know, I didn't realize I needed a Monday morning pick me up, but apparently, I got myself a Monday morning pick me up, and I'm kinda cool with that.

Angela Foster [00:22:33]: Oh my gosh. I love it. And I want you to send me selfies all this week and show me what you've done. I'm excited to see what what you decide your signature's gonna be.

Britney Gardner [00:22:41]: If I don't, you have permission to bug me. These are the kinds of things I tend to forget.

Angela Foster [00:22:44]: And I was gonna say you're all about action and accountability. So, yes, I'll be your accountability coach In style.

Britney Gardner [00:22:51]: Alright. Well, Angela, I'm gonna include links to, you know, all of your your stuff in the show notes and everything. Do you have anything that you want people to opt into?

Angela Foster [00:23:01]: I do. I have a free gift, and it's brand new just for your listeners. And it ties into the topic, But it's how to make a brilliant first impression, and it's a crash course. So it's a couple of worksheets and a fun video, and it's just so incredibly helpful when you're taking those, like when you, like, turn up the dial on being aware of dressing and representing your brand for visibility. Easy things we can do. So I'm super excited. Yes. I would love it They would come visit me over at angelastylecoach.com/britney, b r I T n e y.

Angela Foster [00:23:36]: Just in case anybody thought it was 2 t's. It is not. It's just 1.

Britney Gardner [00:23:41]: Oh my gosh. You well, first of all, thanks for the link. I appreciate it. But, like, you just touched on the memorability thing that I wish people would pick up on. It is crazy to me That my domain name includes brittanygardner.com, and I still get things addressed to, you know, Brittany or Brittany with 2 t's or Somehow I got an I at the end, like an I y one time. Like, I I don't even understand.

Angela Foster [00:24:03]: On the right side, because I I completely hear you. I got an email. I don't even think it had my name on it, but it was about, you know, like, if I wanted to buy leather for belts. And I was like, as soon as I become a leather smith, a 100%, I will from you. But but I just think all of that carelessness makes those of us that put that extra effort in stand out so much more, Which is amazing because I'd rather be part of the 20% than the 80% that

Britney Gardner [00:24:29]: Detail loss ever. Yes. Yes.

Angela Foster [00:24:31]: That was a nice way of putting Yep.

Britney Gardner [00:24:33]: Oh my gosh. I love how you just wrapped it up there. I thank you. This has been awesome.

Angela Foster [00:24:37]: No. Thank you. I'm a huge fan of your show, and so thank you for what you do for all of us, so we appreciate it.

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It’s a noisy world–and you’ve got to cut through that noise to get noticed. What’s the point in creating content that nobody reads or watches? How long will you keep up your content creation journey if you don’t see results? Using curiosity and tension in your content is one of the best ways to ensure your viewer will keep viewing. If you want them to move from your audience to your community ultimately, you’ll want to learn the why + how behind open loops. Read on for the how-tos and seven examples of open loops you use in your content today.

Content can indeed play an instrumental role in our business growth, but it’s only going to do that if it’s promoted effectively, if it’s optimized for its target audience, your best client, and if it’s designed to make a true impact.

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Highlights in this episode: [00:00:52] Taste outpaces expertise; reach for improvement. * [00:04:02] Redefining what task completion means in regards to content. * [00:05:43] The three things your content needs to be effective in your business. * [00:06:03] Close the promotion gap in business with 2 methods. * [00:07:28] Switching to a biweekly podcast schedule. In the world of content creation, like much of creative work, there is often a divide between our aspirations for quality work and the actual skill level we possess. This disparity is known as The Taste Gap, coined by Ira Glass. While the taste gap can motivate us to improve our skills, it is The Promotion Gap that poses a danger for content creators, especially those who rely on their content to market their businesses.*

If you’re like 90% of the creators out there, [publishing] is the end of the time that you’ve spent on that content, and that is a problem.

Understanding the Promotion GapThe promotion gap occurs when content creators put in the effort to create valuable content but fail to invest sufficient time and energy into promoting it. Many creators consider their efforts complete once the content is published or distributed, but in reality, this is only half of the battle. Without effective promotion and optimization, the potential of the content remains unfulfilled.

Key Takeaway:Content is just busy work until you plan to optimize it and promote it over an extended period.

The Problem with Completing ContentThe dopamine hit we receive when we complete the content piece (or get to check it off our to-do list) can act as a trap door, where we never see the true potential of that content piece fulfilled.

Completing content without a thought to its promotion can lead to a cycle of busywork. While posting on various platforms may yield a few leads, it fails to capitalize on the full potential of the content. This approach ultimately distracts us from other essential aspects of our businesses and prevents us from propelling our ventures forward.

Redefining CompletionTo close the promotion gap, it is crucial to redefine our understanding of completion. Content should not be considered complete merely upon its creation but when it has been fully promoted and optimized.

Content can be a wonderfully effective part of your business, but only if it’s:

promoted effectively
optimized for your best client
designed to make a true impact

This is what employing the Uncommon Content method is all about–mapping out your content, showing up with a spark of service (and that includes taking the time to promote it) and finally, dialing in the strategy so you’re using the best content well.

Closing the Promotion GapThere are two practical ways to close the promotion gap and maximize the effectiveness of the content we create:

Separate Creation and Extended Promotion Tasks:Instead of considering content creation as a single task to be checked off, break it down further. Create separate tasks for the creation phase and the extended promotion phase. This simple step ensures that content promotion receives the attention it deserves and prevents it from becoming an afterthought.

By separating the tasks of content creation and promotion, content creators can ensure that their efforts are not in vain.

Implement a Content Database and ROI Dashboard:A content database allows you to track and organize your content based on topics or themes. This provides a visual representation of your content inventory and allows you to identify which pieces should be prioritized for promotion. Coupled with a Content ROI Dashboard, which measures the impact and engagement of your content, you can make informed decisions about what content to promote more heavily.

ConclusionClosing the promotion gap is crucial for small businesses and content creators looking to make the most of their efforts. By redefining completion, implementing separate tasks for creation and promotion, and utilizing a content database and ROI dashboard, content creators can ensure that their content is not relegated to the realm of busywork. Ultimately, closing the promotion gap allows us to scale the effectiveness and impact of the content we create in our businesses. So, let’s take the challenge and close the promotion gap for a brighter future in content creation.

Let’s talkFAQWhy is it important to redefine what completion means when it comes to content creation?It is important to redefine what completion means in content creation because true completion comes not just from producing the content, but also from fully promoting and optimizing it. Redefining completion helps prevent content from becoming mere busywork and ensures its potential is fulfilled.

How can solopreneurs and small businesses make the most of the content they create?Solopreneurs and micro businesses can make the most of their content by scaling efficiency and effectiveness. This can be achieved by measuring the impact of content through a content database and content measurement dashboard, allowing them to prioritize and promote pieces that resonate with their best client.

Music by Michael De La Torre. Thanks, Mikey!

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Understanding search intent and levels of awareness in content creation isn’t the first thing that comes to mind when most sit down to create content! Have you ever thought about the search intent of your audience when crafting your content? Here’s the deal. I’m a fan of long-form content. BUT, according to Ahrefs, 90% of ... Read more

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Shifting SEO Perspective: Prioritizing Valuable Content for Small Service Providers Running a very small service business comes with its own unique challenges. Limited resources and intense competition mean that you need to make every move count. One strategy that can give you a competitive edge is maximizing information gain. In this article, we will explore ... Read more

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In today’s fast-paced digital world, creativity and storytelling have become essential tools for marketers, writers, and entrepreneurs to captivate their audience. From harnessing a potent premise for creativity and curiosity to embracing the power of storytelling in online marketing, these we explore the strategies that can elevate your content and set you apart from the ... Read more

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We’re diving into the turbulent waters of content creation, where the waves of overwhelm crash incessantly against the shores of creativity. It’s a wild ride, with social media platforms demanding a never-ending stream of content–much like my five-year-old’s incessant requests for snacks. That said, there’s no reason to own that overwhelm as we explore the ... Read more

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Revolutionizing List Building: Breaking Myths and Embracing Reality Welcome, content rebels! If you’re tired of meaningless marketing rituals and eager to connect more effectively with your online audience, then you’ve come to the right place. In this blog post, we’ll be cracking the code of effective list building. But hold on, we’re not going to ... Read more

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In this episode, host Britney Gardner discusses the lessons she learned about content from bad podcast pitches. She emphasizes the importance of focusing on how one can help the audience and not just promoting oneself. She also highlights the need for pitch research and avoiding asking the host to do unnecessary work–which translates directly into how you craft your content plan to engage with your audience.

Listen in as we cover:

The challenge of asking the audience to give their time to consume content
The connection between bad podcast pitches and creating better content
Understanding the audience’s perspective and needs when creating content
Shifting the focus from self-centered content to content that helps the audience
The importance of providing value and a unique experience for the audience listen to this contentListen to this episode on:

Highlights in this episode:* 00:01:28 Learned and sharing gems for better content. * 00:05:18 Pitching podcasts requires thorough research and preparation. * 00:08:31 Creating curiosity, trying to engage but unsuccessful. * 00:11:04 Lost trust in podcast episode, sad association. * 00:16:10 CEO seeks podcast opportunity on addiction treatment. * 00:18:47 Engage with content where and how consumed. Making Sense of Bad Podcast Pitches: Learning, Creating Better, and Marketing PloysHave you ever received a bad podcast pitch? You’re not alone. In fact, it has become such a common occurrence that it has turned into an unwanted daily routine for many of us. But instead of just ranting about it on social media, let’s take a moment to reflect and learn from these experiences.

In this blog post, we’ll explore the valuable lessons we can glean from bad pitches and how they can help us create better content. And let’s not forget about the marketing ploys that sometimes creep into our inboxes – we’ll dive into the similarities between these tactics and bad podcast pitches – and how we can learn to create better content from each of these.

It’s disheartening to admit, but the truth is that the majority of podcast pitches we receive fall into the category of “bad.” They are self-centered and fail to consider the interests of both parties involved. It’s a one-sided interaction that often leaves everyone dissatisfied.

Making Sense of Bad Podcast Pitches Let’s talk about bad podcast pitches – we all had our fair share, and I certainly had mine. Recently, it suddenly became an unwanted part of my daily routine, as I’m receiving three to four pitches every day. Yes, you’ve heard that right. Daily. So, what can we do about it? Let’s dig in.

Learning from the BadAmidst all these frustrating aspects, it’s important not to forget that there’s always something to be learned. And it’s one of the main reasons that prompted me to share this with you today, moving away from ranting on Instagram stories to actually addressing the issue here. Because, after all, learning from these experiences can help us create better content and hopefully, lessen the number of bad pitches out there, while also lessening bad content out there.

Marketing Ploys: Seeing Through the Façade Whether we’re in marketing or not, we all experience marketing ploys on a daily basis. From cars suspiciously prominent in TV shows to meticulously placed brand logos, it’s the subliminal advertising we encounter on a near-daily basis that some of us have grown to decipher.

I recently decided to unsubscribe from an art course company I’ve purchased from for my kids–even though I planned to buy from them again. But when I went to unsubscribe I had to log in and click through multiple windows to finish the action – leaving me with a bad taste in my mouth. The distress it sparked within me was too significant to ignore, and it ignited the realization – this is so similar to the problem with bad podcast pitches.

How Bad Podcast Pitches Relate to Bad ContentRegrettably, I can say that approximately 95 to 98 percent of all the podcast pitches I receive are bad. These pitches are overly self-centric, completely neglecting the win-win aspect that makes any interaction worthwhile. It’s all take and no give, which often leaves one, if not both parties, dissatisfied.

There are two main issues with bad pitches:

It’s all about them, not how they can help my audience or me
They’re asking me to do more work than them

Both of these issues are just as prevalent in content online as they are in bad podcast guest pitches.

To avoid becoming part of the problem, let’s explore how to fix each of these issues in both content and pitches.

When Your Content Is All About Your Needs, Not Your Audience’sThe biggest (obvious) issue I see in podcast pitches is that they’re all about the speaker. The average pitch I receive starts like this:

Bigwig A is so very accomplished. He does this and that. He’s been published in x, y, and z. And your audience absolutely needs to hear about this amazing endeaver.

The vast majority of pitches start in this manner.

What if, instead of starting with why you’re good at what you do, you started with an acknowledgment of the work the podcast is already doing, and point out a gap in the current podcast content. Then point out how you can fill it to help both the host and the audience with that knowledge gap.

Will you still include your skills or accolades? Sure. In context, they’ll now make sense. But done this way, it’s not all about you – it’s about how you can help them.

Key Takeaway:You can talk about yourself and your services–please do!–but keep it in the context of how it will help your audience first.

How To Create Audience-Focused ContentCreating content, whether it’s long-form video or a short LinkedIn text post, needs to follow this same rule.

How can you help the audience with a current gap (problem) they’re facing?

If you started every post with why you’re so gifted, how do you think that would play out over time? It wouldn’t. But too many of the pieces of content I see out there are doing a version of this.

Fancy hooks and content prompt lists have certainly made this problem worse, but you don’t have to play by those tired books.

Why You Need To Do The Research FirstThe second big issue with bad podcast pitches involves laziness. Yeah, I said it!

The amount of work one puts into building a proposal for a conference talk is intense – and pitching for a speaking spot on a podcast should follow a similar pattern. Do the work before sending the email.

A typical pitch goes something like this:

I’d love to talk on your show about Topic M. But if that’s not a good fit, I can also talk about Topic N, O, P, or Q!

There’s a big problem with this, and it builds upon the previous issue. That pitch is not doing the research about what kind of show I, or any other podcast, offers. You need to know how what you offer fits in with the rest of their content.

If you haven’t listened to the show at all, you’ve no business pitching to be on the show. But you don’t have to listen to twelve episodes–listen to a few and make sure you enjoy the format, then look through the topics and show notes for the last three-six months.

I 100% believe there is a responsibility you have if you want to go on somebody else’s owned media property, and that is you got to do the legwork.

Another style of pitch is even more lazy:

If that topic’s not a good fit, go download my one-sheet with other topics I can speak about.

This is worse–because you’re not even willing to type or copy in what you can speak with expertise about!

But there’s an underlying problem that’s worse:

If you have five topics you can speak on and you’re pitching me, I’m sure you’re pitching twenty other hosts, and the same topics will appear on the same shows.

My podcast, if not others, promotes deep conversations and nuanced thinking. I don’t want a facsimile of another podcast.

Create Intentional Content With ResearchYour content may unknowingly fall into the same problem. When you haven’t done your audience research, you might just be sharing the same content topics as others in your field! While we believe that you don’t have any true competition when you’re doing things right, it may appear you have equal competition when you create content this way.

Uncommon Content means separating yourself from the sea of sameness. And that definitely means you need to create content in a different way than those who offer similar services.

Creating content that assumes your audience knows about a thing, when they might not, means you lose them. The flip is also true.

Fixing A Bad Piece of ContentI recently stumbled upon a LinkedIn post by a previous podcast guest, someone whom I respect immensely. But this piece of content felt lazy to me and lowered my opinion of them. Paraphrasing, it said:

New podcast out! Check out the three things you must absolutely know about ____.

I was intrigued. So I clicked. And the show notes page said basically the same thing… This podcast covers the three things you need to know about ____.

Here we are a few days later and I can’t even remember what the topic was about. Why? I came upon this post during my LinkedIn scrolling time, not during my podcast listening time. For me, one is chilling on the couch with my kids, and the other is while I’m driving or on a walk.

Why was the content bad? Had the post or the notes given me an inkling what the three things were, and trusted me as an intelligent adult capable of making a decision where to invest my time, I would have downloaded the episode to listen to later. Instead, I had no clue about the topic and whether it would be relevant to me or not.

Using Curiosity in Content Isn’t a TrickI know why this content was posted this way. The person posting it likely heard that curiosity hooks are good in content. But they didn’t use it well. Instead of intriguing, they tried to trick the viewer into listening. Curiosity isn’t just dangling a carrot – it’s telling you why you want to eat the carrot in the first place.

Instead of that post, why they might have done:

New podcast covering the three things you absolutely need to know about ____.

From there, they could either link to the show notes page with more, or include the next bit right there on the post. Let’s pretend the post was about curiosity:

My favorite? How curiosity can actually harm your content when it isn’t used well. Tune into the episode for the other two!

I’d prefer the show notes page to include all three, as someone who values time investment.

Key Takeaway:Creating content that allows your audience to see themselves is the first step–but make it easy to consume how they’re currently consuming content.

Fixing A Bad Podcast PitchI’ve chosen a bad pitch that we can fix up here. If you want truly bad (meaning entirely irrelevant to my audience so they would never make the cut) pitches, check out my Instagram stories or a few I read on the episode that goes with this essay. This one has potential, so let’s make it better. Names and identifying items have been edited; typos have been left it.

Hi Britney,
I recently came across your podcast and I just LOVE how your podcast is focused on with the right strategies in place, you’ll have everything you need to amp up your know, like, trust factor so you can build better relationships with your audience and clients. Looking through your episodes, I’m sure NAME would be a great fit for your audience.
WHY NAME?
Firstly he’s super fun and engaging; you’ll have a good time with him I guarantee it 🙂
Secondly, he’s exceptionally skilled in Marketing and knows his stuff, NAME:

Co-founded a wildly successful and unique marketing-as-a-service business
is trusted by billion-dollar companies in Canada that he’s helped, advised, and given fresh perspectives on marketing
has over 10+ years of extensive experience in marketing
Below is a link to NAME’s One Sheet(hyperlinked) for your review with her short bio, and relevant links for more information.
NAME One Sheet
Let me know if you’re interested in getting NAME as a guest and I can help you with scheduling!

Let’s point out the issues:

They don’t pitch an actual topic
They want me to do all the work and go download the one sheet
The pitcher refers to the guest both as a he and a her in different places, so it’s clearly a cut and paste job.
Assumed all I want in a guest is being fun.
I’m still not sure what the guy does or what he could contribute for my audience.

What they did right:

They didn’t lead with why NAME is such an awesome person; instead acknowledging what the show is about first (though I’d argue that’s still very generic and more or less copied from the show synopsis on Apple Podcasts).

Here’s how we could fix this:

I recently came across your podcast and I LOVE how your podcast is focused on with the right strategies in place, you’ll have everything you need to amp up your know, like, trust factor with great content. Looking through your episodes, I’m noticing you haven’t covered how service providers are missing a few big ways to talk about their services in their content.
NAME would be a great fit to cover this topic for you audience. He co-founded a wildly successful and unique marketing-as-a-service business and has first-hand experience using content to engage with clients. Over his 10+ years of marketing experience, he found there are three main things most service providers overlook and would love to share them with your guest.

See how that’s different? We picked ONE topic that NAME has the unique experience to cover and wove in his relevant accomplishments to back up that pitch.

How You Talk About Your Services In ContentWhen you talk about the services you offer, you’ll want to follow these same rules. Use curiosity to get the click, but then deliver on it. Use your accomplishments, when relevant, to bolster your offer, but make sure it’s the right time to make the offer to your audience.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

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In today’s episode, we delve into the topic of connective networking with our special guest, Cara Steinmann, the founder of The Ravel Collective and host of the Ravel Radio podcast. Cara helps purpose-driven women’s service entrepreneurs build strategic networks that lead to referrals, collaboration, visibility, and fun.

Join us as we discuss:

the importance of building true relationships online
the role of networking in marketing, and the
value of thoughtful and intentional partnerships.

We’ll explore the misconceptions around referrals, the concept of reciprocity, and how to find common ground in networking. Get ready to learn valuable insights and practical tips on how to navigate the world of networking to grow your business.

It’s so difficult for us to see the things about ourselves that we do with unconscious competence. It took having some women in my life that I was really close to, pointing [connection] out to me.

Cara Steinmann

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Highlights in this episode:* 00:02:58 Affiliates: Passive income sharing with reciprocity incentives. * 00:06:43 Trustworthy lawyer referral led to successful partnership. * 00:10:45 Differences in core values among clients. * 00:11:54 Different values create interesting dynamics in relationships. * 00:17:13 Connectedness, input, strategy learner, activator, Colby * 00:20:53 Skills aren’t visible; leverage connectedness for business. * 00:24:26 Ravel is an online community for women’s service entrepreneurs, specializing in B2B and B2C. They prioritize relationships and referrals over transactional connections. * 00:26:38 Great conversation, thank you Kara for sharing. More on CARA STEINMANN:Website | LinkedIn | Instagram

The Power of Core Values in Building Strong Referrals and Business RelationshipsIn our fast-paced world, shared core values often take a backseat when forming relationships, both personal and professional. However, these values play a vital role in establishing long-lasting and effective connections. Acting as a compass, core values guide our decisions and actions, becoming the common ground in referral and service exchange scenarios. Thoughtful networking expert and Ravel Collective leader Cara Steinmann offers the perspective that core values should be at the heart of strong business relationships to increase the quality of referrals.

What are Core Values and Why are They Important?Core values are the principles that define us. They serve as a guide for our behavior, actions, and decisions. Not prioritizing any particular core value isn’t a mark-down against you – it simply highlights what you deem most important. Realizing these values helps us understand ourselves better and aids in aligning with people who share these values. This leads to more meaningful and effective exchanges, be it in personal referrals or business transactions.

When we’re doing what we should be doing in our strengths and we’re honoring who we are and how we like to work, it should be easy. It shouldn’t feel like work.

Cara Steinmann

The Influence of Core Values on ReferralsIn the age of endless online recommendations and reviews, finding trustworthy referrals can be challenging. However, when it comes to seeking referrals for personal services or business relationships, the importance of shared core values cannot be overstated. The connection and trust we have with the referrer play a significant role in determining the reliability of the referral.

Personal referrals are built on trust. We trust an individual so we trust their recommendations. However, it’s crucial to consider the fact that trust alone isn’t ideal for a quality referral. People have different preferences and values. Therefore, even though we trust the referrer, the person they recommend might not cater to our specific needs or values.

Core values thrive at the center of this issue. When referring someone, people tend to consider individuals or services that align with their own values. If these values are shared with you, this referral stands chances of being fruitful.

The people who refer me and appreciate my work and what I’m doing, they’re going to share a lot of the same core values that I have.

Cara Steinmann

Navigating the Online WorldWith the advent of online interactions and relationships, the rules have become a bit skewed. It’s harder to gauge shared values through a digital platform, and thus, it can be trickier to decode how effective a referral might be. Working towards unravelling these modified dynamics is a must to continue the culture of effective referal systems.

Shared Core Values: The Key to Client RelationshipsWhen shared, core values can act as the glue that binds a service provider and a client. The mechanic who values speed over quality will never truly satisfy a client willing to wait longer for a quality service, and vice versa. Therefore, aligning core values can lead to happier clients, fostering strong business relationships.

The same is true for referral relationships. If your clients value quality over speed, as in our mechanic example, they’ll value referrals to other service providers who value quality, too.

In this digital age, understanding that core values influence personal referrals and business relationships is crucial. When someone refers you to a service provider or business, knowing that they align with your core values creates trust and connection. This shared alignment gives you confidence in their recommendation because you know that they value the same things as you do.

The Goal Is Harmony, Not a “Right” Set of ValuesIt’s important to remember that core values differ from person to person, and there is no right or wrong set of values. We all prioritize different things. However, identifying our own core values and understanding how they shape our choices allows us to surround ourselves with people who share these values. This increases the likelihood of positive referrals and successful relationships.

The goal is not uniformity but harmony through shared core values. By understanding, recognizing, and respecting these differences, we pave the way for effective referrals and flourishing business relationships.

Furthermore, happy clients who share similar core values are more likely to make referrals. Satisfied clients naturally want to share their positive experiences with others, especially when they believe that the service provider or business aligns with their core values. This shared connection and sense of trust make it easier for them to refer you because they know you appreciate the values that matter to them.

The Role of Core Values in BrandingIdentifying and conveying your core values in your branding will attract and retain clients who resonate with those values. It also helps in avoiding potential clashes and ensures smoother transactions and relationships. By incorporating shared core values into your branding and content, your company becomes more appealing to those who share similar principles.

The whole networking and referrals thing feels icky because we think of it being transactional when it should be relational, and we should lead with that.

Cara Steinmann

ConclusionShared core values hold the key to building effective referrals and nurturing lasting business relationships. They act as a compass, guiding our decisions and actions, and ensure that exchanges are meaningful and aligned. By understanding and appreciating these values, we create an environment that fosters success and satisfaction for everyone involved.

Thoughtful Networking FAQ:How can networking and building partnerships online enhance your marketing efforts?Networking and building partnerships online can enhance your marketing efforts by expanding your reach and gaining access to new audiences. By collaborating with others in your industry, you can tap into their networks and benefit from their credibility and trust with their audience, leading to increased visibility and potential referrals.

What are some challenges or hesitations that people often have when it comes to referrals and networking?Some see referrals as transactional or solely for personal gain. It’s important to approach them from a place of genuinely helping others. There’s a fine line between authentic networking and using someone solely for their network, so it’s essential to build relationships based on trust and shared core values.

What are the benefits of having an affiliate program for your business, and how can it be done in a way that feels authentic?Having an affiliate program can benefit both parties involved. It allows others to help you expand your reach. However, it’s crucial to ensure that the affiliates genuinely believe in your offering and have experienced it themselves. This authenticity creates a stronger connection and avoids the feeling of “icky” marketing.

How can you leverage the trust factor that gets transferred when someone refers your business to others?When someone refers your business to others, there is a transfer of trust. They are essentially vouching for you and recommending your services. Leveraging this trust factor involves nurturing the relationship with the person making the referral and ensuring that you deliver exceptional value to the referred client.

The Know Like and Trust ShowEmailDownloadNew TabBritney Gardner [00:00:07]: We are the content rebels. We've got zero time for busy work that masquerades as marketing, and we're done with losing the impact of our big message. just to satisfy some SEO or social media algorithm rules. This is a show about marketing for established soloist entrepreneurs, who wants to build real relationships with clients online. Join me each week as we make your content work for you. Alrighty, friends. We're gonna be talking about connective networking. And, if that sounds interesting, just wait. We have Kara Simon, founder of the Revel Collective and host of Revel Radio podcast on our show today. Kara helps purpose driven women's service entrepreneurs build strategic networks that lead to referrals, collaboration, visibility, and fun. And I wanna just acknowledge here. This is not the first time I've had someone on the podcast talking about how to build true relationships online, how to network how to build partnerships and collaborations. And the reason I keep asking people to fill this topic is because it is such an integral part of marketing online. And I will sing content and marketing and content strategy until the cows come home. I will never let that go. but it's not in a silo. It needs the collaborations to exist around it because you need eyes on your content. And one of the best ways to do that is thoughtful and intentional networking and building those partnerships of people who say, hey. You need to go see what Britney is saying about this. She's the person I trust on this subject. They go hand in hand. So with that, let's hop on into the interview with Kara. Welcome to the know, like, interest. So, Garrett, how are you doing?

Cara Steinmann [00:01:58]: I'm great. Thanks for having me.

Britney Gardner [00:02:00]: When we talk about, like, connections, and referrals. I think a lot of people get, I don't know, like, the Hankies. I don't really know a better way to say it, but, like, there's this there's this pressure. Right? Like, some people look at referrals as transactional. Other people look at it as, you know, helping a a friend out. And I feel like there's this whole in between zone where it gets kind of muddy and you're you're you're like, I don't know how you view it. I know how I view it, but, like, how do we find common ground. So if it's okay, I'd love to start the conversation there.

Cara Steinmann [00:02:33]: Yeah. Absolutely. So it gives you the hinkies.

Britney Gardner [00:02:36]: Well, There's been plenty of times it has. And I think for me, from my end, right? Like, I come from a world where a lot of people are heavy into funnels. So, you know, it's like Oh, hey. what's your affiliate link for that product? I'm not above. Like, I I think it's fine. Affiliates are fine. But wouldn't it be nice if someone would just say, I know the perfect person for you. It's Britney. She has this product.

Cara Steinmann [00:02:58]: Yeah. It would be. And I think in a lot of scenarios, that's what it should be. I'm also not against affiliates. In fact, I know a really one of the thousand in our community ravel, she is an affiliate strategist, and she's amazing, and she's helping me set up an affiliate link for a product, a digital product that I am gonna be offering. It's a non Ick LinkedIn networking playbook that I currently only offer to the Ravel members. But I wanna bring it out because I keep getting requests to license it or white label it, and it's full of my IP, so I don't wanna do that. But so in that sense, it makes sense that somebody has a community full of people who want this thing, they're doing half the sales for me. Why would I not share the profit with them? It's totally passive income for me at that point. But then you also kinda close the circle of reciprocity. And that's what drives good referrals is that reciprocity. So Why would I not wanna leverage the trust factor that gets transferred when someone says, which you kind of are with the affiliates too, right? Somebody's saying, hey, check this out. but it does slice into it just a little bit where you're like, well, what are they getting out of it? when I make an introduction or refer someone, I'm getting a dopamine hit from solving the problem. I realized. So I'm like, my job is done here. I'm happy. Everybody's happy. And sometimes people will be like, oh, well, I'll give you, you know, let me pay you for that referral. And I turn I say no. No. Thank you. Because I don't want you to then forget that I did this nice thing for you.

Britney Gardner [00:04:24]: You know, and I I love that. Right? So you said 2 things that I'd I'd love to circle back on, and we can pick the order later. one is the dopamine hit you that you from, like, doing a good thing and helping someone out. Right? I think that's so important to acknowledge the earlier what you said about, you know, affiliates and that, you know, there there's something to be said when someone's doing marketing for you. I I'm totally okay with sharing sharing my profits. I think where it gets kind of funky is I'm sure you've been the recipient of emails like this, but I had one just maybe 2 weeks ago from someone who's been on my list for well over a year. Never purchased product, which is fine. I don't expect everyone to to purchase anything, but sends me an email and he's like, hey. Do you have an affiliate program? And I was like, gosh, I don't recognize this name. So I wouldn't look. And they've never not even one of my free offers. Right? Like, Why would you want my affiliate program if you haven't experienced any of the things? I don't necessarily want you marketing if you don't believe in my product. or know what it is. Exactly. Right? And those are the things that feel kind of not even kind of. They just feel illicky. Yeah. Straight up.

Cara Steinmann [00:05:32]: Absolutely. And we have to watch out for this when we're giving referrals also. And, like, just to clarify, let me back up for a second, because affiliate the scenario where you have an affiliate relationship that makes sense is is gonna usually be different than the one where you have where referrals make a lot of sense because referrals are not something you can just, like, -- on demand. It you have to build relationships. It takes a minute. It has to be strategic, which is where you don't need a whole bunch of referral relationships if it's strategic. But then you go deep with the relationships. So you you kinda have to have a business where you don't need a ton of clients. It's a it's a retainer business. Usually, like bookkeepers, accountants, marketing -- agencies that have refer retainer clients that that they're, you know, the lifetime value of a client is relatively big. Large however you wanna say it. so they only need a handful of clients a year if that. So in that scenario, a referral can come less frequently and be higher quality, and that's when it's really valuable. Because if you're working directly with your clients, like person to person, and you don't know, like, and trust that person, you're gonna have problems.

Britney Gardner [00:06:43]: A 100%. I have been in a mastermind with a lawyer for a while. She's now someone who's I've actually hired to work for my business. Right? She's helped me miss some trademark stuff for this podcast, actually. And I have referred her Happily so mind you, both before I've actually worked with her and after because I know her as a person. I know how she thinks. I know what she puts out for her clients and and how how far she's willing to go for them. So even though I had not personally worked with her, I already had that know, like, and trust factor with her. And then when it came time for me to use her services, like, obviously, it was the natural go to. It never even occurred to me to use anybody else. Right? And and to me, that's what a good referral relationship looks like. I I want to feel good about the name that I am passing on. It's that's I mean, it's that way in the real world. We're, too. Right? Like, we bought a car. it was somewhat used for, oh gosh, couple years ago now. And our realtor was like, oh, you gotta take it to my guy to make sure it's actually as good as you think it is before you do the thing. I trust that relationship because of my realtor who's also a friend would not lead me astray with a bad mechanic who was gonna, you know, throw us under the bus. And I think that personal kind of referral, we've always understood, you know, hey, who's your housekeeper? I need a housekeeper. But when it comes to the online world, it's like some of the rules kind of got muddled.

Cara Steinmann [00:08:11]: They did. And I think it's gonna take a while still before we can kinda unravel it, but it's kind of about the company that you keep. When someone sends me a referral, I'm looking first at who's sending that referral. Does this and core values play a lot into it as well because if I share core values with somebody, I know that they're looking at the same types of things. that they value in that transaction. So they're saying, well, I value these things because your your mechanic, you might you might refer someone. And if you value like, time over quality or something like that. You might have gotten your car back really quickly, and it still got a little something wrong with it. But whatever, you know, caret fast. You got back to what you needed. But if that other person values quality, they'd rather leave the car for longer and have a high quality because they're you can't have it all. Right? Like, you're there's always going to be something you're compromising when you have a relationship, a service relationship with somebody, values playing to personality. And happy clients make referrals. Happy people who know you and like you are going to refer you. It's not gonna be a problem.

Britney Gardner [00:09:13]: Bringing the court values an extra really strong point. It's like the the 3 part men diagram. Right? Like, you can have something good, faster sheep.

Cara Steinmann [00:09:22]: Yeah. Pick

Britney Gardner [00:09:24]: 2. Pick 2. Exactly. I mean, personally, we might have differing viewpoints on on on which mechanic you want. I mean, I would probably prefer someone good and fast over cheap personally.

Cara Steinmann [00:09:38]: Yep.

Britney Gardner [00:09:38]: But other people might be, like, good and cheap. and be okay with waiting a little bit longer. I'm I'm usually not I I need my stuff done. I don't have time to mess around.

Cara Steinmann [00:09:47]: Yeah. Exactly. There's There it just depends on what you value. And that's not to say that anybody's values are wrong, but and I always had such a hard time with core values because never wanted to leave any of them out. I never wanted to say, like, if you're making a list and you're narrowing this thing down to, like,

Britney Gardner [00:10:04]: 2

Cara Steinmann [00:10:04]: or 3 things that you hold above everything else, How do you like what if you don't what if family's not at the top of

Britney Gardner [00:10:09]: your list? How do you say that

Cara Steinmann [00:10:10]: if you've got, like, kids at home? Right? Like, I'm whispering because my kids in the living room, and I don't want him to know this. Right? But Minor like authenticity, freedom, and connection. And family falls probably under connection. Right? But it's not at the top. And so if we can identify our core values and what they mean to us and how they show up in our lives, then we can surround ourselves with people who also share those those core values. I still appreciate other people's values and and how they might be different than mine, but the people who refer me and appreciate my work and what I'm doing They're going to share probably a lot of the same core values that I have.

Britney Gardner [00:10:45]: It's interesting that you say that. I've done a lot of core value work with clients in the past when I had more of a branding focus and less of a a content focus. And I often found that there were a couple values that I shared with many of my clients. And then the other ones were never anywhere close. So, like, you know, if we if we look, I I always looked at core values as, like, there's one overarching core value and then, you know, 4 kind of pillar, you know, core values that hold up that overarching one. And I know that everyone, you know, views core value worked a little bit differently, but I often found that that overarching one was very similar. and then, like, 2 of the other ones were pretty close, and then 2 of the other ones were, like, way out in left field. And it always made me wonder. Right? I was like, why am I working with so many people who are in one way very similar? But in other ways, very different. And I think One of the reasons is that, you know, I I actually value exploration very highly in my world, like curiosity. And I think I am genuinely curious about working with other people who aren't necessarily exactly the same as me, but that's because it's one of my core values. So if you full circle it, It all makes sense. Right?

Cara Steinmann [00:11:54]: Yeah. Core values are so interesting in terms of our behavior. So, like, I value freedom And so I I find that I am surrounded by a lot of people often that don't share my core values or who are very different than me because I believe that they should be free to be who they are and work with within their strengths and value what they wanna value. Like, my husband We obviously have some similar values. We've been married for 18 years, but he values, like, structure and consistent And those are nowhere near the top of my list. I'm like, give me all the chaos, give me, like, I wanna change my mind whenever I want. I want the freedom. Right? Freedom shows up nowhere on his list. I'm pretty sure. But I love him, and I I appreciate the way that he operates within his core values. I don't know. I think probably that's probably the most valuable thing any any person, but primarily service entrepreneurs who are dealing with other people. and have to get along with other people and have other people appreciate their work and respect who they are and how they operate, they should know their core values and how they show up in their lives. When I was doing retainer work in content marketing, I changed a lot of my structure of my business around once I realized that I had these core values because I realized that I should not be working with clients who have a an extremely rigid or structured mindset who pea who people who really were really high in -- conscientiousness, really highly conscientious people who in, like, really prized structure and consistency in planning and knowing what's gonna happen, aren't gonna enjoy working with me. I'm gonna change my mind. I'm gonna take the information as it comes. I can't make you a plan for 6 months out. I don't know where we're gonna be in 6 but some people really need that to feel safe. And so that would be a great opportunity for me to refer that person to somebody in my network who I know is more conscientious. Like, appreciates conscientious as more than I do. And I wouldn't take a referral fee for it because they're gonna hopefully run into somebody -- who is more freedom loving and not so planning and conscientious. And then they can refer them to me because everybody wins. There's no competition.

Britney Gardner [00:13:59]: I love that you went there because I was actually going to ask a few minutes ago, you know, okay. So we have core values. We have people that you know, or in a network, how do we, like, actually apply that to, you know, referring? And you beautifully well, if that ends, so thank you. But When it comes to that no competition piece, I'm really glad that you touched on that because I have often said Right? There is a unique kaleidoscope of of facets, right, that we all bring to the table. And you and I or different people, but let's just assume you and I do the exact same service, you know, offer the exact same package, if we wanna call it that, to our clients And maybe we even went to the same school where we, like, learned some of these skills, we could still have entirely different businesses. with entirely different clientele because what we bring to the table within our personality and within our our worldview is gonna inform so much of how we work with people and how we deliver whatever service that we're talking about, that it it really isn't competitive. in the end. I I love talking with other content strategists. And sometimes I agree with them, and sometimes I don't. And when I don't, I take note. because that might be something I need to refer in the future.

Cara Steinmann [00:15:17]: Absolutely. There's no way that someone's gonna come to the table with exactly the same strengths and values and backstory and way of operating. The Colby a index is a it's not a personality test, but you know what it is?

Britney Gardner [00:15:31]: Yeah. Yeah.

Cara Steinmann [00:15:32]: Yeah. Okay. So I did it a few years ago for the first time, and it blew my mind because I'm a quick start. one of their facets is like, as quick start in it, it kind of measures how how well you stick to a plan. And I don't. And I've always been really critical of that in myself, and I've had people be critical of it. Like, oh, she's flaky or she changed your mind or whatever, but that That test reframed it for me in a way that helped me not only appreciate that about myself, but it helped me restructure my life and my business so that it could be something that I could leverage instead of load.

Britney Gardner [00:16:13]: I just went to my about page to look whether I had I have, like, all my personality type.

Cara Steinmann [00:16:18]: You do? I didn't see that.

Britney Gardner [00:16:21]: I don't have my Colby on there, and I don't remember what I am. And I'm so sad about that right now, because this could be oh my gosh.

Cara Steinmann [00:16:25]: I'm minor so extreme. I'm a

Britney Gardner [00:16:27]: 5194,

Cara Steinmann [00:16:28]: and the one in the 9 Ravel made it really difficult for me to function in traditional business, like, in a traditional business sense because your support is everybody wants you to be consistent. Consistency is the Right? But what if it makes your brain go wacky and you don't like, I I'm neurodivergent and I don't like consistency unless it's the easiest it has to be the easiest thing for me to do. Sometimes it's really easy for me to be consistent, but I'm not trying to be. It's because it's something I'm doing naturally. that's so innate that I can't not do it. And that's when it becomes consistent, not when I'm trying to do something that I don't wanna do or I'm not good at. Do you know what your, Clifton strengths are?

Britney Gardner [00:17:07]: Yes. Activator, ideation, command, input, relator.

Cara Steinmann [00:17:13]: Oh, we have a couple similar ones. My first one is connectedness and then input and then strategy learner and activator. So that in combination with my Colby are the 2 that really helped me figure out what I should be doing and what I shouldn't be doing and how I should be doing it. so that I could have a business that made me feel good and that served my audience or my clients in a way that was the best that I could possibly do. because you wanna be good at what you're doing if you wanna get referrals too. Right? And if you're kinda crappy at what you do, but you're really cool when you get along with people, your product still not gonna be as good as it can be. If somebody likes you and you have a kick ass product or result, you're gonna get referrals.

Britney Gardner [00:17:52]: And when you combine that with, like, the going back to, like, the dopamine hit, like, surge, especially if you're neurodivergent. Like, that probably is a huge thing. Right?

Cara Steinmann [00:18:02]: That plays into it.

Britney Gardner [00:18:04]: when you combine that with genuinely wanting to give that same quality of referral to other people. I think it kind of just magically works. I mean, you I mean, obviously, connectedness, you said, was, you know, one of your top strengths. Right? But, like, it's no it's no surprise that you have, like, created a container to make this all work for for you and the people that you love because if you're good at it, you're passionate about it, and it serves your personality and your body's unique chemistry in this case as well. Like, of course, it's gonna work.

Cara Steinmann [00:18:33]: What's funny though is that I didn't see that about myself. It's so difficult for us to see the things about ourselves that we do with unconscious competence. It took having some women in my life that I was really close to pointed out to me in, you know, in times when I was really -- with, like, how do I restructure my business? I don't like what I'm doing. I'm feeling so stuck. And and they would point out to me things that I was doing that They're like, not everybody you know, not everybody does that. Right? Like, that's kinda unique. And I was like, what? Really? I thought everybody did that because it's so innate to what I do and the way that I do it And then you can examine it, but that doesn't happen if you're living in a bubble doing your business as so many of us are as solo printers or with a small team of support. We're looking around and we're seeing, like, everybody looks like they've got it together, and they're all winning. And maybe we're struggling because we see the, you know, it's not nobody's got it together. Nobody's got it figured out. We all have our updates and our down days. And when we're alone, we don't see that. And so it's really easy for us to think that we should just be trying harder or pushing more. And that's not helping any of us. I think it should be easy. When we're doing what we should be doing in our strengths and we're you know, honoring who we are and how we like to work, it should be easy. It shouldn't feel like work.

Britney Gardner [00:19:46]: Oh, gosh. So many good, like, snippets right there. I'm not a sound bite person, typically, but you just nailed a few. So I really like what you said, though, because I ended up doing, but I do now as, like, my my core offer for my people, largely because of a similar group of women. Right? I was like, yeah. You just do this and you do this. and Debbie Alaire, who was one of my first clients for for services like this, actually said, You make it sound so easy, Britney, but I don't have time to be everywhere like you do. And I was like, oh, sweetie, I don't have the time. I have a toddler that's difficult. A kid I'm homeschooling, like, no. I don't have the time. I just do it. And she's like, then then do it. because I can't talk.

Cara Steinmann [00:20:29]: Yeah.

Britney Gardner [00:20:30]: And and it was, you know, an an accountability group call that just kind of brought that out to me. And I was like, oh, do this for myself, and it's just part of what I do, and it's so easy. It took other people pointing out those skills. that really kind of helped me, you know, 4 years ago kind of move into what I have been doing ever since, and and I've loved it. I loved it so much more than any other iteration of my business.

Cara Steinmann [00:20:53]: And I think it's difficult when you have something like a set of skills that aren't really -- visible. Like, if you are strategic or if, like, in my case, connectedness, how do you leverage connectedness into a business. I I thought everybody was doing what I was doing, but how do you how do you monetize, like, introducing people? And I did have a retainer offer for a little while where I introduced people to each other for on who are on retainer with me, but I found that it squashed all the reciprocity. I would have rather had the reciprocity long term. And, also, it took the joy out of it for me because then I had to do it. And I don't know if you've taken Gretchen Rubin's quiz, the core tendencies, that one's funny. You should do it. It's free, and it categorizes people into 4 different categories. They're either upholders who are intrinsically motivated to do what they said they were gonna do and what other other people them to do, questioners who are primarily motivated by what they think they should do, but I'm the rebel. Their motto is you can't make me and neither can I. And so as soon as somebody tells me I have to do something, I'm like, oh, well, I don't wanna do that anymore. Like, as soon as I made that strength of mine into a requirement, -- then I was rebelling against it because it didn't feel natural. But with Ravel in this community, I key every once in a while, someone will be like, Gosh, Carrie. I hope you're not burning out. I hope you don't do too much. Like, you're doing so much. You know, I hope you have enough help or whatever. And I'm like, this is the easiest thing I've ever done in my life. I am having so much fun. It should be illegal, but it's because it's it's built for me. And the way that I'm doing it is not the way somebody else would do it. And that's okay, but that also means that we're gonna have all kinds of different communities for women online. There's I love connecting with other women who are building who are doing something similar to what I'm doing because if they're as self aware as I am and they know that their community might be providing a similar transformation in a different way, then I can share that with people who are not a great fit for Ravel and everybody wins. Everybody needs a place to be in community.

Britney Gardner [00:22:50]: You know, and I think I'm in another community, data driven rebel, and it's it's a wonderful place. I've had such good discussions in that community, and I probably serves a similar similar function to me, not so much in the referral aspect, but in in terms of some of the other things that we've been talking about here, And one of the things we talked about a couple couple months ago, I wanna say, is that this year has been interesting for a lot of people in business, interesting bad, in some cases, interesting in exploratory and other ways as well. But the overwhelming kind of theme that we kind of settled on was people are just starving for a connection. You know, 2020 happened. A lot of people entered the online business world. Some of us had already been there. Right? But there was so much new and so much stuff and, you know, lots of programs and maybe not quite enough, like, people time. And even for people who have always identified on the introvert side of things like me. Right? We we still want, like, an introvert doesn't mean you do issue all people. It doesn't mean you're antisocial. It means that you want deeper connection. And I felt kind of starved for that. And a lot of people, as it turns out, were feeling the same ways, which is what I found in some of these conversations. And it was so lovely to find that out, but think we're kind of getting to a place where we can wrap up. I love that you already mentioned, Rabel, but will you tell us a little bit more about all links in the show notes? All of that fun stuff I really want people to hear about it because I love your philosophy on how you kind of handle these things, but also just in, like, intrinsically, there is so much to offer people who are looking for good connections and good conversation out there.

Cara Steinmann [00:24:26]: Yeah. So Ravel is an online community. It's a referral networking community for women's service entrepreneurs specifically or women identifying. And so it's b2bserviceentrepreneurs. There's another community out there called the Anima Collective in the they're out of Florida, but they're you know, international. And they are mostly B2C. So when I met her, we distinguished right away. Like, oh, your members are mostly B2C service entrepreneurs. you know, shamans and energy healers and stuff and, coaches and minor most B2B. A lot of marketers, a lot of bookkeepers, and some coaches. podcast pitching, you know, that kind of thing. There's a lot of different people in there, but they all share similar core values to me. And when I ceded the community, that was something that was really important, was making sure that anybody who's in there would protect the safe community space that we were creating. And so what's ended up happening is we're actually spending time in there getting to know each other, some of us are going to Mexico together in November. I've never met 3 of the gals who are meeting there, and we're prioritizing relationships and connect over the business part. As entrepreneurs, the business part of it is so much of who we are anyway, it comes up. But it's not what we're leading with. And what ends up happening because of that is that we are more invested in each other's success and more likely to refer one another. I didn't even make this a rule, but at one point, after about 6 months of having this community space, somebody said, oh, any, hey, does anybody know somebody who does this or that? And half a dozen people chime in and they're like, oh, yeah. Talk to so and so, and they'll tag somebody in the group. Right? But a couple of members tagged people out, or they they mentioned, hey, I've got somebody who can do that, but they weren't in the group. And what came back was the poster had said, how thanks so much. I'd love to I'm gonna go with whoever's in the community first, but If that doesn't work out, I'll reach out to you. So there was a loyalty that was sort of developing. And I don't know. I think to circle back to what you said in the very beginning, The whole networking and referrals thing, it it has gotten icky. It feels icky when we think about it because we think of it being transactional when it should be relational. and we should lead with that. We don't need a bazillion referral partners. We need a half a dozen really good friends who are in a strategic position to refer us if they need to.

Britney Gardner [00:26:38]: That is perfect. Thank you. Everyone that listens knows where they can find all the the links for for your places in the show notes. Kara, thank you so much. This has been a very thoughtful conversation, which I I so very much appreciate.

Cara Steinmann [00:26:52]: I appreciate the intimate conversations as well. I'm an ambivert, so I get that part. yeah, it was really fun talking to you. Thank you.

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Creating great content is not just about addressing pain points but speaking to the symptoms of a problem your best clients might not even know they have, in order to compel them into action.

In this episode, you will be able to:

Engage in rich content production that sparks action from the audience.
Reach out to audiences by addressing their problems in a language they understand.
Create content that not only drives action, but sets the stage for your clients with good expectations of the workload ahead.
Forge a trusting relationship with your listeners by guiding them along a captivating quest.

On this episode of The Know, Like & Trust Show, we delve into solving one problem that leads to the realization of other problems, also known as the “symptom web.” Good content creation involves acknowledging the existence of other symptoms, creating a feeling of possibility, and we share how it’s not always effective to target customers with pain point marketing. I leave listeners with a challenge to inject their content with their authentic voice.

Good content makes you feel something, but great content compels you to do it. Great content turns that feeling into action. – Britney Gardner
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Highlights in this episode:* [00:00:52] The author has been thinking about the concept of becoming a legend for over a decade after reading a quote on a friend’s website. Great quotes make us feel something. * [00:04:19] Noticing subtle discomfort and the feeling of forgetting something. * [00:06:38] Don’t address pain points, focus on symptoms. Good content helps solve unknown problems. Difficulty in grabbing attention for unknown problems. * [00:09:51] Personality-driven marketing can lead to building trust and addressing their symptoms. * [00:14:45] The podcast discusses adding authenticity to content. Every business out there needs content. Whether for your website, blog, or social media, content marketing is how you attract potential customers and keep existing ones engaged. The process is how you move strangers into true believers–those 1000 true fans every business strives for. The question is, what separates good content from great content? In this article, we’ll explore the difference and why it matters for your marketing strategy.

What is the Difference Between Good and Great Content?Definition of Good ContentGood content makes you feel something. Good content is informative and engaging. It gives your audience what they want and need in a straightforward way. The grammar is correct, and the spelling is accurate. Good content holds the reader’s attention, but it might not leave a lasting impression.

Definition of Great ContentGreat content goes beyond what good content does. It’s not only informative and engaging but also unique, memorable, and thought-provoking. Great content resonates with your audience, evokes emotions, and creates a possibility. It’s work that stands out and addresses the symptoms of the pain your audience is in right now. It leaves a lasting impression and inspires your readers to take action. In short, good content makes you feel something, but great content compels you to do it. Great content turns that feeling into action.

Learn the DifferenceThe difference between good content and great content is in the details. Great content focuses on the user experience, while good content is more concerned with informative value. Great content is hard to create and takes more effort, while good content can be produced quickly and easily. You can find good content anywhere (and soon, even moreso, now that AI is a regularly-used tool), but great content is rare and leaves a lasting impression.

Key Takeaway:Good content makes you feel something, but great content compels you to do it. Great content turns that feeling into action.

Why is Great Content Important for Your Marketing Strategy?You want your content to evoke emotions and make your audience feel they can relate to your business. Great content resonates with your audience, evokes the right emotions, and gets your audience interested in your business.

And you can only do this if you know which emotions TO evoke.

Great content needs to go above and beyond good content. It needs to be unique, memorable, and thought-provoking. Knowing which problems to address so that your audience begins nodding their head and self-selecting into your world is the key to moving from good to great. It’s the reason your audience will begin to share your content with others–even when it’s not a perfect fit for them. (“Hey, you really need to be following Britney Gardner…” should be your favorite phrase, with your own name!)

How to Uncover Hidden Problems Your Audience FacesOne of the most essential aspects of compelling content marketing is understanding the problems your target audience faces, even when they don’t always realize they have those problems.

The issue most creators, online service providers, and content-forward businesses face is their best clients don’t always realize what their problem is. If their problem is a few steps deeper than they’re acknowledging, creating content that solves that problem won’t resonate with them. The issue is, your best clients know something isn’t quite right. They know something is missing, but they might not be able to articulate it. And if they can’t voice it, how can they see content and realize it’s meant for them?

Pinpoint the Exact Problems Your Content Consumers are FacingGood content is hard when you haven’t grasped this idea yet. Trying to create content that not only makes people feel something but also compels them to act is the goal! First they’ll listen, then they’ll understand, and finally they’ll apply–but we’ve got to get them listening first.

Are you ready to learn how to pinpoint the exact problems your content consumers are grappling with? Ones they don’t even realize they have? I’ve discovered the secret to accomplishing this, and it involves speaking to the symptoms rather than the pain itself.

The answer is The Symptom Web. Every problem has a laundry list of associated symptoms, and you’ll want to start addressing those symptoms in your content callouts.

For example: in my mid-20’s I had a few years of random tension headaches that were intensely painful. I figured out the hard way, if I could slam a bunch of caffeine through green tea and dark chocolate right away, they weren’t as bad–but I didn’t always have those items on me when I needed them. I endured them for over a year with no relief the handful of times that year. I casually mentioned this to my chiropractor, looking for a supplement I could carry with me that had the same quality of caffeine and antioxidants I found in tea and chocolate. Instead, he showed me a simple stretch I could do each day–and do a lot as I felt the headache coming on–that ended up relieving me of the headaches entirely.

It never occurred to me learning a stretch would solve this problem. I was looking for the wrong solution. He not only solved the symptom (relieving the pain), he solved the pain as well. If I’d seen a social media post for stretches I should do every day to be healthy, I’d have scrolled right on past.

Key Takeaway:Great content helps your best client solve a problem they didn’t even know they had.

How The Symptom Web Can HelpAs a content creator, connecting with your audience on a more profound level is your ultimate goal. The secret to achieving this? Get one step ahead by identifying the problems they don’t even know they have! With this insight, you have the opportunity to help and inspire your audience, improving their lives.

The Symptom Web is a tool that can help you create great content. This tool allows you to identify your audience’s pain points, needs, and wants, allowing you to create content that resonates with them. By using The Symptom Web, you can create content that goes above and beyond what your competition is producing.

Identify a symptom, help your audience solve it, and then acknowledge there are other symptoms!

Set Up Good Expectations With This Kind of ContentThis opens your audience up to a feeling of possibility–and sets them up to have a great working relationship with you when they take the next step because they’ll understand there is real work involved and not a simple button that makes the problem go away.

Using a template like “If you ___ but you still don’t ___, can help you identify the missing piece or solution that your content should address.

This approach humanizes your content and allows you to connect more deeply with your audience, heightening your marketing strategy’s effectiveness. It means your audience is more likely to return or keep reading and choose to move along the know-like-trust pathway with you.

How to Create Great Content?Understand Your Target Audience and Create a Personality-Driven Marketing StrategyYou can’t create great content if you don’t know your audience. Understand who your audience is–your best client–and create a personality-driven marketing strategy that speaks to their needs and wants. Use data and analytics to keep refining your approach and make sure you’re producing content that resonates with your target audience.

Create Actionable ContentGreat content needs to be actionable. It should lead to something: a sale, a conversation, or engagement. Make sure that you’re providing clear calls-to-action in your content and guiding your audience towards the desired action.

Execute a Great Content Marketing StrategyTo create great content, you need a great content marketing strategy. Your content strategy should include the types of content you’ll create, the platforms you’ll use, and how you’ll measure success. It’s a comprehensive plan that guides your content creation efforts and keeps them aligned with your overall marketing goals.

What Elements Makes a Piece of Content Great?Beyond moving from feeling to action, beyond following the listen-comprehend-apply steps, great content needs to hit the high notes on a few other digital marketing nodes to make your content excel beyond your competition–and cut through the noise.

Quality Content CreationQuality creation is a must-have for great content. It means ensuring the content is well-researched, covers the topic extensively, and is written in an engaging manner. Attention to detail is essential, and great content is always polished and error-free. You’re writing to real people, yes, but those real people want to know you’re paying attention.

Strong Headlines and Attractive VisualsGreat content needs to be noticed, and strong headlines and attractive visuals are how you do that. Your headlines should be captivating and accurately describe the content’s focus. Your visuals should complement the content and make it more attractive and exciting to read.

Keyword Research and Great SEOGreat content must be found, so keyword research and great SEO are essential. Make sure your content uses relevant keywords throughout your content, meta descriptions, and URLs. Pay attention to on-page optimization, backlinks, and other factors that affect your content’s search engine rankings.

How to Measure the Success of Your Content?Track Your Visitors and Subscriber ListThe first metric to track the success of your content is the number of visitors and new subscribers. These metrics tell you how much traffic your content generates organically and how many people are interested in your business.

Look at the Perspective of Your Visitors and Adjust Your StrategyThe second metric is to look at your visitor’s perspective and adjust your strategy accordingly. Analyze how visitors are interacting with your content, where they’re dropping off, and what content is retaining their attention. Use this information to adjust your content strategy and create more great content that resonates with them. We’re designing a journey of content, and if you see people veering off that path, there’s a reason. New content should address those gaps.

Do you need an easy, at-a-glance way to measure your content?find out moreCreating great content isn’t easy, but it’s essential for your business’s success. By understanding the difference between good and great content, learning what makes content great, and executing a great content strategy, you can create content that resonates with your audience, inspires them to take action, and makes a lasting impression. Start producing great content today and see the difference it can make for your business’s growth.

Frequently Asked Questions:1. What is the “symptom web”? Answer: The “symptom web” is a term used by Content Strategist Britney Gardner to describe how solving one problem can often lead to the realization of other problems, creating an open loop ripe for content topics.

How can acknowledging the existence of other symptoms help in creating good content? Answer: Acknowledging the existence of other symptoms can help create a feeling of possibility and is a key component of creating good content that makes the audience feel something.
What is the challenge with pain point marketing? Answer: The challenge with pain point marketing is getting clients’ attention if the problem isn’t something they’re aware of. Good content can help solve problems that clients didn’t even know they had by addressing symptoms that the customer is experiencing, which will get their attention. This challenge is especially relevant for microbusinesses and service providers that solve complex issues with thoughtful solutions.
What is Britney’s proposed template for identifying gaps in content coverage? Answer: The speaker’s proposed template involves identifying what the client’s best client is doing well and comparing it to what the client has not yet achieved, then identifying the missing piece or solution to the problem. If you ____ (a good thing your best client is doing/has), but you still don’t _____ (a desire or goal they haven’t achieved), then the missing piece is _____ (the thing you do to solve this symptom).

Your best clients know something isn’t quite right. They know something is missing, but they might not be able to articulate it. – Britney Gardner
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Music by Michael De La Torre. Thanks, Mikey!

The post The Difference Between Good and Great Content #244 appeared first on Content Strategy by Britney Gardner.

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On this episode of The Know, Like & Trust Show, we dive into the importance of creating a boundary or filter to identify the right audience for you and your work. We emphasize the significance of working with people who align with our values and beliefs, and how a boundary helps avoid bad experiences and negative outcomes for both parties.

On the content marketing side we’ll cover:

Why you need to know your lane
Lean into your core value work
Using content to set boundaries and create the filter

The episode also delves into two stories: one about Bud Light and Kid Rock, and the other about Adobe Systems. The former focuses on the importance of public statements in marketing and the need to stay in one’s lane to handle negative backlash, while the latter highlights the importance of loyalty and knowing where the breaking point is. We also touch on building a positive working relationship with clients and understanding what factors would make it unacceptable. Tune in to learn more about sustainable and measurable content creation.

I don’t know if Kid Rock was actually an avid Bud Light drinker before all this happened, but he sure cared enough to make this big public statement about it, right? – Britney Gardner
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Highlights in this episode:* [00:00:06] Authentically Automate Your Marketing for Success * [00:02:54] Managing Mad Now Moments in Marketing * [00:04:28] Kid Rock Ditches Bud Light * [00:06:04] The Importance of Sticking to Your Lane * [00:10:46] Technical Support Fails and Viable Alternatives Arise * [00:12:28] Creating Better Client Relationships: Setting Boundaries * [00:16:48] Consider Another Perspective: Why Content Measurement Matters * [00:17:47] Believe in Your Authority Opinion or Fall * [00:19:11] Create your Content Boundaries for Better Engagement As a content creator, you know that the internet is a vast and sprawling place. It can be tempting to cast a wide net and try to appeal to as many people as possible. However, it’s important to remember that not every person or business is a good fit for you. That’s where boundaries come in. Specifically, there are breaking points where a previously happy audience member unfollows you. This isn’t a bad thing, and we’re covering why using your content as a “best client” filter helps you set boundaries with clients.

Here are three key points to help create boundaries using your content:

Creating Intentional Marketing By Knowing Your LaneBefore you can create effective boundaries, you need to understand what your lane is. This means having a clear understanding of your focus, niche, and target audience. Are you a food blogger who specializes in vegan recipes? A business coach who works with small startups? A fashion influencer who focuses on vintage clothing? Whatever your specific area of expertise, it’s important to stay within it and not try to be everything to everyone. By being the go-to resource for a specific niche, you can establish yourself as an expert and attract the right audience.

Beyond that, you need a value-based lane to stay in so you know where you stand culturally. A recent “ripped from the headlines” story about Anheuser-Busch (or BudLight in this case) and Kid Rock perfectly identifies what happens when you don’t stay in your lane. The BudLight marketing team chose a controversial spokesperson, which isn’t a new concept–Nike has done this for years with people and causes like Colin Kaepernick. But when there was outcry, their marketing team essentially got sacked and the higher-ups backtracked. This is not knowing your lane.

Don’t back down on something you truly believe in. – Britney Gardner
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You have to share authority opinionsPutting out plant-a-flag statements, or authority opinions, is a must in today’s noisy world. This does two things:

Separates you from the sea of sameness
Tells your audience who you are and what you stand for–so they can decide if they want to be a part of your world.

What does Kid Rock’s viral video have to do with successful marketing strategies? Kid Rock definitely decided he no longer wanted to be a part of BudLight’s world. And he made a big stink about it. BudLight and Anheuser-Busch could have capitalized on this free marketing and leaned into a new customer base but instead backtracked.

Key Takeaway:When you believe in something, you have to stand by it in your marketing.

But that’s the thing, isn’t it?

“Believe in something. Even if it means sacrificing everything.” Kaepernick said that, and it rings with truth and bravery. It’s also what the world wants to see in marketing today. They want to vote with their dollars more than ever before.

Use Core Values To Set Boundaries Your core values are the guiding principles that drive your life (and business) decisions. They are the non-negotiables that determine what you stand for and what you won’t tolerate. When you lean into your core value work, you can attract clients and customers who share the same values and beliefs. For example, if one of your core values is sustainability, you can create content focusing on eco-friendly products and practices. Doing so will create a loyal following of like-minded individuals who will appreciate your content and become loyal customers.

When you’re working on crafting your authority opinions, lean into your core value work for clarity. It helps you figure out what you care enough about to plant that flag. From there, you begin to incorporate it into your content plan, creating a filter that your best client easily passes through. This is how to set clear boundaries.

Creating a Content FilterOne of the best ways to set boundaries and create a filter is using your content. By creating content that reflects your niche and appeals to your ideal audience, you can create a filter that helps weed out the wrong clients or customers. For example, if you message about the Black Lives Matter movement, that says something about you. If you talk about watching Fox News the other day, that also gives a clear answer about what you stand for and believe in.

Easter egg content helps build the know, like, and trust factorYou don’t need to create a separate video on your YouTube channel to do this–you can weave it into your regular content. I call these Easter eggs. Much like the easter eggs you’ll find in video games or certain holidays on the Google homepage, you can do this in your content. I talk about being a tea drinker often–and I also mention being a chicken mama, a mother of two boys, and a gardening enthusiast.

Easter eggs don’t have to be heavy topics! The key is weaving in enough details that your audience can feel a relationship growing as they read your subject matter content. As Bob Burg said, “All things being equal, people do business with, and refer business to people they know, like and trust.” You’re using your content to increase those odds for the right people.

Every interaction with clients is an opportunity to make them happy–and likewise every interaction with your audience is an opportunity to show them whether that’s a likelihood. That’s what the filter is about and why you want to intentionally create content.

Doing so will attract the right people and discourage those who don’t share your niche or whose needs don’t align with yours.

“All things being equal, people do business with, and refer business to people they know, like and trust.”

Bob Burg

Why boundaries are both good for you and good for your audienceThere are a ton of content strategists, just as there are immense numbers of freelancers and scads of dog trainers. You don’t want to, nor can you, work with everyone. To maintain a workload even 10% over your capacity will hurt both you and your clients. Using your content marketing as a filter to weed out the clients who aren’t a good fit for you–whether it’s from personality, needs, or working styles–serves you both. You get to focus more of your energy on the people you’re most effective at helping. And those that aren’t a good fit can refocus their time into finding someone who is.

It’s a win-win situation when you employ content to do this job for you, because it saves you both the time of a sales call or failed project.

Create a filter that allows you to set up that boundary, saying, ‘Hey audience, if you don’t want to cross this line with me, we’re not a good fit…’ That boundary is good for you and it is good for them.. – Britney Gardner
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In conclusion, creating boundaries using your content is key to attracting the right clients or customers and establishing yourself as an expert in your field. By focusing on your niche, leaning into your core value work, and using content to set boundaries and create a filter, you can establish yourself as an authority and attract the right people to your business. Remember, it’s not about pleasing everyone–it’s about creating the best possible experience for you and your ideal customers.

Let’s talkMusic by Michael De La Torre. Thanks, Mikey!

The post Use Content Marketing To Create Boundaries With Your Clients #243 appeared first on Content Strategy by Britney Gardner.

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The term “imposter syndrome” may be generating a large number of hits lately, and it may feel like a new imposter phenomenon, but it isn’t going away.

If you’re feeling frustrated and defeated by the lack of progress in your coaching or training business, despite your best efforts to attract clients and increase revenue, then you are not alone!

In this episode, you will be able to:

Understand the significance of acknowledging fear and resistance in coaching and training sessions.
Develop personalized plans for clients by adapting templates to suit their requirements.
Overcome the fear of failure while working towards fulfilling desired objectives.
Encourage clients to manage and overcome their negative emotions on their journey to success.
Differentiate between the advantages of individual and group sessions for providing effective support and guidance.

Normalize the fact that there are moments that are going to be slogs that are going to take work. – Britney Gardner
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Fear is actually the smoke detector that we need in the kitchen in case there’s a kitchen fire. – Britney Gardner
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The key moments in this episode are:* 00:00:06 – Introduction * 00:01:54 – About Joanna Lindenbaum * 00:03:16 – Tailoring the Framework * 00:07:41 – Framework for Fear and Resistance * 00:12:14 – Normalizing the Process * 00:15:07 – Normalizing Fear in the Coaching Process * 00:17:06 – Befriending Fear in Coaching * 00:20:24 – Group Coaching and Fears * 00:25:33 – Applied Depth Institute If you are looking for ways to overcome these feelings of imposter syndrome or feeling hesitant about how to deal with your clients’ negative emotions and imposter syndrome, look no further. Joanna Lindenbaum is here to provide practical, tried-and-tested strategies for managing these challenging emotions. As the driving force behind the Applied Depth Institute and the creator of Sacred Depth Transformational Practitioner Training, Joanna has been assisting countless coaches and healers in developing strong, supportive connections with their clients. In this blog post, she’ll reveal her best practices, and discuss how you can use them to create a nurturing environment that fosters growth and success for your clients.

Fear and imposter syndrome can be major obstacles for entrepreneurs embracing content marketing. It also shows up in coaching, particularly for clients struggling to believe in their own abilities. As a coach or entrepreneur, it’s essential to take these negative emotions seriously and help clients navigate through them. As you gain results for your clients, you also move through the work to overcome imposter syndrome. That’s why we have prepared this blog post to provide you with insights and methods for managing imposter syndrome and negative emotions in your business. By employing these techniques, you’ll better support your clients in overcoming their fears, unlocking their potential, and reaching new heights in their personal and professional lives.

Here are the six ways to normalize fear and empower clients for growth when they experience imposter syndrome:

Normalize fear and resistance from the start.
Set empowering and realistic expectations–especially for perfectionist clients.
Incorporate a module addressing client fears.
Befriending your fears.
Utilize somatic and cognitive techniques.
Develop effective fear management strategies.

1. Normalize fear and resistance from the start.Managing imposter syndrome and negative emotions while offering services or in coaching begins with normalizing fear and resistance from the very start of the relationship between the coach and client. By acknowledging and addressing these emotions early on, coaches and service providers can create an environment where clients often feel encouraged and empowered to face their fears rather than feeling ashamed or inadequate about experiencing these feelings.

It is important for coaches to understand that every client’s journey is unique and that there is no such thing as a fear-free path. This is not an issue of low self-esteem or incompetence! In fact, many clients with the highest accomplishments will feel like an imposter just as much as those starting out.

By addressing and normalizing these feelings, coaches can create a safe space for their clients to grow and develop, providing them with the tools and support needed to confront and manage their fears head-on. In her conversation with host Britney Gardner, Joanna Lindenbaum stressed the importance of acknowledging and discussing fears and resistance with clients from the beginning of their coaching journey. She recommended incorporating a dedicated module or session specifically designed to address these feelings, providing clients with timely support and guidance tailored to their individual needs.

By focusing on building a trusting and compassionate coaching relationship, practitioners can effectively help clients manage their fears and move forward with confidence and resilience. This approach to combatting imposter syndrome and negative emotions is crucial for both coaches and clients because it provides a foundation for personal growth and development.

By acknowledging and addressing fear and resistance from the onset, coaches create an environment where clients can candidly explore their feelings and learn how to harness them for positive change, rather than allowing these emotions to define or limit their progress. In turn, clients who feel supported and understood in their struggles are more likely to achieve success in their coaching journey, ultimately benefiting both parties. Furthermore, adopting this method of normalizing and addressing fear sets the stage for a trusting and productive relationship between the coach and client, fostering an environment conducive to growth, development, and overcoming challenges as they arise.

2. Set empowering and realistic expectations.Ever felt like it’s just a never-ending to-do list and an even longer journey to reach the goal you’ve set? Aside from normalizing fear, Joanna also emphasized the importance of setting realistic and empowering expectations for clients, equipping them with the skills needed to manage these emotions rather than allowing them to feel overwhelmed or stuck.

Setting empowering and realistic expectations is a crucial aspect of coaching and training entrepreneurs, especially when it comes to managing their imposter syndrome and negative emotions. As a coach or trainer, it’s important to recognize that fear and resistance are natural parts of the growth process, particularly for high achievers. Those who suffer from imposter syndrome often do so because their expectations are out of alignment with reality–especially when they are the leader of a small team and look with admiration to those with far more support.

The significance of setting empowering and realistic expectations for your clients cannot be overstated. By acknowledging that fear and imposter syndrome are inevitable aspects of the entrepreneurial journey, you can help your clients develop strategies that effectively manage these emotions, thus preventing them from remaining stagnant or, worse, giving up on their goals.

Not only does this instill confidence in the coaching process, but it also fosters a supportive and collaborative environment that allows clients to grow and thrive. Ultimately, ensuring that clients feel empowered and equipped to face their fears head-on will not only lead to the success of individual coaching engagements but also contribute to the overall success and credibility of your coaching or training practice.

3. Incorporate a module addressing client fears.For entrepreneurs to overcome imposter syndrome, we can’t simply brush it under the rug, sitcom style! Yes, doing the work is part of dealing with imposter syndrome, but not addressing it is a mistake.

Incorporating a module or session specifically addressing client fears and resistance is a crucial aspect of coaching and training. While fears and resistance, feeling like a fraud, or needing validation are natural emotions experienced by most individuals, they can also become significant obstacles to personal and professional growth. By addressing these emotions explicitly in various coaching and training activities, coaches and practitioners can help their clients to not only recognize these emotions but also effectively manage them through practical tools and techniques.

In the Know, Like & Trust Show, Joanna Lindenbaum shares her insights into the importance of addressing client fears and resistance in coaching and training programs. She emphasizes that setting expectations and normalizing these emotions can help clients recognize that experiencing fear and resistance are natural occurrences. As a result, clients feel less isolated and more supported in their journey, enabling them to make more meaningful strides towards their goals. Furthermore, Lindenbaum suggests that by teaching clients how to befriend their fears using somatic and cognitive techniques, they can learn to remain grounded and continue moving forward despite experiencing these emotions. Addressing client fears is essential not only for the clients themselves but for the growth and success of the coaching and training programs.

By creating a supportive environment where clients feel empowered to tackle their fears head-on and develop their resilience, the coaching and training programs can yield more significant results. Clients can also effectively transfer these skills to various areas of their lives, leading to improved personal and professional relationships and an overall boost in self-confidence. Additionally, understanding the importance of addressing fears and resistance enables coaches and practitioners to equip their clients with essential tools for long-term growth and create lasting, positive change.

4. Teach clients to befriend their fears.In the journey of coaching or training for entrepreneurs, one vital step that should be highly emphasized is teaching clients with high standards to befriend their fears. Imposter syndrome and other negative emotions can often bubble up during the coaching process, as people confront their own self-doubt and perceived inadequacies. Rather than merely trying to banish these fears, it is important to acknowledge them as a natural part of personal growth and transformation. By developing a friendly rapport with their fears, clients learn how to work with these emotions instead of being paralyzed by them.

A nurturing and compassionate approach is essential, as it helps clients to develop the necessary emotional resilience that can propel them forward. As an entrepreneur who offers coaching or training, making fear a natural conversation point can ultimately lead to more rewarding and impactful experiences for both the client and coach.

In done-for-you content implementation available in Evergreen + Elevate, all of my clients go through a valley period where the content sprint doesn’t just feel hard–it feels like it won’t end. If I didn’t address this, clients would bolt.

The ability to work with negative emotions, rather than attempting to eliminate them completely, will empower clients to build the emotional resilience necessary to thrive. More importantly, this kind of approach sets the stage for deep, lasting change that can profoundly impact the lives of the clients they serve. By embracing this step, entrepreneurs ensure that they are genuinely helping their audience and making a difference in their personal and professional growth.

5. Utilize somatic and cognitive techniques.Managing imposter syndrome and negative emotions in coaching is crucial to helping clients grow and develop throughout the coaching process. One effective approach to combating these feelings is through utilizing somatic and cognitive techniques that enable clients to better understand and manage their emotions. This approach aims to create a healthy relationship between the mind and body, ultimately leading to a more balanced and grounded client who is better equipped to face their fears and challenges.

During the interview, Joanna emphasized the importance of teaching clients how to befriend their fears using somatic and cognitive techniques. These tools provide clients with a systematic and practical way of addressing their fears and concerns while maintaining focus on their goals. For example, coaches can guide clients through mindfulness exercises that foster emotional awareness and resilience, as well as cognitive restructuring methods that help clients reframe negative thoughts and emotions. By doing so, Lindenbaum asserts that clients can learn to manage their fears without being overwhelmed or held back by them.

This key step in the coaching process is essential for the growth and success of clients. It enables clients to stay grounded and move forward despite their reservations. By teaching clients how to utilize these techniques, coaches empower them to navigate through feelings of fear, imposter syndrome, and other negative emotions effectively. As a result, clients are better able to handle setbacks and overcome personal barriers, ultimately leading to increased self-confidence and personal growth. Furthermore, by incorporating somatic and cognitive techniques into their toolbox, entrepreneurs who offer coaching or training can provide a more tailored and comprehensive approach to managing their clients’ unique emotional challenges, improving the overall coaching experience and fostering more successful client outcomes.

6. Develop effective fear management strategies.Managing impostor syndrome and negative emotions is a significant challenge many entrepreneurs face as they navigate the world of coaching and training. It is crucial for these professionals to develop effective fear management strategies in order to adequately support their clients to overcome such feelings of inadequacy and self-doubt. To create an environment that not only encourages growth but also empowers clients to face their challenges with confidence and resilience is essential to the overall success of any coaching or training program. In other words, adopting a pragmatic and empathetic approach towards clients as well as fostering an atmosphere of understanding, trust, and encouragement can lead to a much more fruitful and transformative coaching relationship.

People Also Ask:Does imposter syndrome just mean a client has low self-esteem?Absolutely not–it’s normal to feel fear, imposter syndrome, and other negative emotions, and is common among entrepreneurs who offer coaching or training services. It’s not an issue of competence. Acknowledging and addressing these emotions is a crucial step in helping clients succeed in their personal and professional growth. Understanding that fears and imposter syndrome never truly go away is important in normalizing the occurrence of these emotions during the coaching process. By accepting their existence and learning how to manage them effectively, both entrepreneurs and clients can work together to overcome the negative impacts these emotions may have on their goals and aspirations.

How do you know if you’re experiencing imposter syndrome?It will often show up as feeling less than or that you’re not good enough, you don’t deserve the audience you’re building or the achievements you’ve accomplished. You’re not alone and you need to know that everyone experiences these feelings as they grow their business! It’s so common, we advise you should set realistic expectations for your clients by teaching them skills to handle their fears when they occur, rather than pathologize them or make them feel inadequate. Furthermore, incorporating modules or sessions specifically addressing fear and resistance into your coaching curriculum or service delivery will allow you to provide strategic and well-timed support for each client. By doing so, you can create a safe and empowering environment that fosters personal and professional growth for all clients, whether they’re suffering from imposter syndrome or not.

For entrepreneurs in the coaching or training field, overcoming imposter syndrome and guiding clients through negative emotions is essential in helping them achieve meaningful growth. By incorporating the valuable steps shared by Joanna Lindenbaum and Britney Gardner, you can create an environment that normalizes fear while also helping clients face and manage their respective challenges. Each step is a vital component in providing a comprehensive and empowering experience that ultimately nurtures both personal and professional growth. Start applying these strategies today and witness the transformative impact they can have on your clients’ lives.

Quotables:

Don’t exclude folks who are scared because they just need that extra support and that extra holding to have the confidence and the courage to move forward. – Britney Gardner
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More on Joanna:Website | Instagram

The Know Like and Trust ShowEmailDownloadNew Tab00:00:06 - Speaker A This is a show about content marketing for established, sophisticated online businesses. Unlike other shows about marketing, we focus on sustainable, measurable content creation, how to authentically automate your marketing, to build up your know, like and trust factor with a nurtured, engaged audience between launches and get back to actually living your life instead of working to live. Hey. Hey everyone. We are continuing our Visibility Kerfuffle series and I am well, frankly, I'm thrilled about this particular talk it went and you'll hear in the conversation a very different direction than I had originally intended. And originally I was going to have Joanna talk about the shiny happy tactics that we all use when we're marketing our businesses and our services, but we ended up talking a lot about fear and I love conversations that just shift and kind of weave, and this is definitely one of those, but it happened fairly quickly. So I want to introduce Joanna Lindenbaum. She's the creator of Sacred Depth Transformational Practitioner Training and she teaches master level facilitation and coaching skills to coaches, healers, therapists and speakers so they can respond powerfully and effectively to the issues their clients bring to them. Using her 20 years of experience and extensive background with human behavior, embodiment practices and archetype and shadow, Joanna's approach to ethical and traumainformed facilitation and coaching supports her students to gain a level of skill, confidence and depth the majority of their peers don't have. So right there you can already tell that talking about Visibility is probably a good fit for Joanna. So we're going to go there and we're going to talk about the fear that comes up when you are embracing, showing up for your business and showing up for your people. With that. Let's hop right in. Joanna, welcome.

00:01:58 - Speaker B Thanks so much for having me.

00:02:00 - Speaker A I am really looking forward to this conversation. Most of my conversations kind of start with me saying that, but it's because I only have people on the show who I'm genuinely interested in talking with. It's like kind of the cool, hidden, selfish perk of being a podcast host, right?

00:02:15 - Speaker B So true.

00:02:17 - Speaker A But that said, why don't you tell us just a little bit about you and then we can kind of get rolling.

00:02:21 - Speaker B Great. Well, I'm the creator of the Sacred Depths Transformational Practitioner Training and what I really do is I support transformational practitioners, mostly coaches, but also therapists, acupuncturists, also healers, to be able to go deeper with their clients and to support their clients with all of the inevitable obstacles and fears that come up. And the reason why I'm so passionate about it is because for as much as I love the transformational industry, I feel like there's some problems and there isn't always standing behind marketing promises or supporting clients to make as much progress as they could. So that's kind of like my stealth mission in the world.

00:03:08 - Speaker A I like that because you didn't immediately start hiding behind best practices. Are this. You're like, we're just not making as much progress, right? Because that's a fairly loose term as well. And I used to have this big I used to be a photographer way, way back in the day. And I would always get really annoyed because there'd be, like, these posts on a forum or a thread, you need to raise your prices. And I was always yelling, like, no, stop saying that.

00:03:35 - Speaker B In a vacuum.

00:03:36 - Speaker A You know nothing about their life. You know nothing about their skill level. You know nothing about their confidence level. And doubling one's price isn't just a numbers thing. There's so much other stuff that goes with it. And that was always such a big red flag for me. It bugged me. And then on the flip side, I would then get an email from a potential client, like a bride and groom. We're on a budget. What can you do? And I'd be like, well, sweetie, everyone's on a budget. Your budget might be $10,000, or it might be $100,000 for your wedding. I don't know. But it's still a budget. And I feel like so much of that stuff out there is just like these hard and fast rules, and it doesn't take into account the individual.

00:04:20 - Speaker B That's exactly right. I love the example you gave because it's so pervasive with the prices. And one of the things that I'm always saying is, coach the what based on the who. And you could also insert into that, consult the what based on the who. Every who, every client, every community member is going to be different in terms of what their fears are, what their capacity is, what their resources are, what they're ready for, what season of life they're in. And to just make these blanket statements, raise your rates or you must make reels for instagram, or this is the only way to grow a business, or whatever it is, it's not taking the who into account. And the more that we can really see and hear the person in front of us and hear where they're at and hear what the fears are and understand all the pieces, then we can personalize things and support them in much better and aligned ways.

00:05:25 - Speaker A So, yes, I mean, yes to all of that. Obviously. I released a podcast episode this week. Yesterday? Yeah, yesterday. Today is Tuesday, turns out. Yes, it was yesterday. And I basically said in the podcast episode that a content strategy template does not exist. And the reason for that is you are a unique person, therefore, your business has certain unique traits about it. And the way you serve your best client also has unique traits. And you put all those together, and it's a kaleidoscope of things that cannot be separated. But I do think there are people out there who use that, oh, we don't have templates because we can't fit you into a box. And I don't mean it as a cop out I mean it as a hey, this requires some deep thought. So what's your take on that? Especially like, coaching the who, right? Yes, absolutely.

00:06:23 - Speaker B So I am also a fan of templates. I have templates for many things that I give out. But the idea is, how are you going to use that template? How are you going to personalize that template? How are you going to tweak the template this way or that way to work it for each individual client? And how are you going to teach your clients how to take a template and actually tweak it for themselves? Then they have a repeatable skill that they can use for years to come in their business. So, yes, I love templates and offering ideas for language and kind of passageways or journeys for this is what a sales call looks like, et cetera. But then always, how do you tailor it and how do you support clients to understand themselves where they want their businesses to go so that they can continue to tailor it for themselves?

00:07:22 - Speaker A So when we're looking at that, right, we're looking at supporting the client on the individual basis. We have our own frameworks, we have our own templates, if you will, right. That we kind of follow what happens when we meet a client and we have that moment where we recognize this is not going to work for them.

00:07:41 - Speaker B Yeah, such a great question. So first I'll say what we shouldn't do, because there's a lot of kind of advice in the business industry and the coaching industry for marketers, that if someone doesn't fit within your template or within your how to, they're just not an ideal client, or they don't want it enough, or they're not coachable and so you just let them go. And I just want to kind of make a passionate plea for don't do that, at least not at first, because oftentimes if a template isn't fitting for a client or a certain framework, one of two things are happening. Number one, either that particular framework or template isn't completely aligned for that client. Or number two, that client has kind of gone into some fear and resistance, and the template actually could be a really good fit for them, but you want to be able to support them, to work through the fear and the resistance. So you don't want to just let it go. You want to go back, first of all, to see, where is this aligned? Where is this not aligned? Use visioning skills and strategizing skills to support that client who they might need a little something else. And then for the client that's gotten stuck in fear, resistance oftentimes like a core fear of I'm not going to be able to do this, or I'm not good enough, or this isn't going to work. On the surface, the defense mechanism is that template isn't for me or you're not able to help me. And so we want skills to be able to go deeper with those clients, to support them in the fear, so that they can move forward, so that they can use the frameworks, make it work for them, and have the courage to move forward.

00:09:36 - Speaker A So I love that. And I'm thinking, like, in my own business, of course, right? You start saying this, and I'm like, oh, how could I do that for so and so? And I'm already diving down that path, right? How can I make sure that something I believe in very strongly?

00:09:49 - Speaker B Right.

00:09:49 - Speaker A The framework that I've set up actually works in various different situations. And I think what you're getting at here, correct me if I'm wrong, is that when you've got a way of doing something and it's not fitting for somebody, it's an opportunity for you to also look at your framework, right. Or your template. It's a way for you to say, is this not aligning with a very particular kind of person? And that person is really just not a good match for me? Or is there a way we can kind of step back and address the reasons why it isn't working and then bring it back and find that it does work after all? Absolutely. What?

00:10:26 - Speaker B You said so beautifully so to that first piece, who is this not working for and why? And then look at the different whys. So some of it is going to be because that client, that kind of person, isn't aligned for me to work with. Great. Refine your marketing to speak to that. But I think even the bigger piece for me is don't exclude folks who are scared because they just need that extra support and that extra holding to have the confidence and the courage to move forward with it.

00:11:06 - Speaker A I end up dealing with that with certain clients quite often. There's usually a part, like a point in time, shall we say, where they're maybe a halfway or two thirds of the way through my full done for you content plan with them. And they're in the work. They're in the slog. I don't lie to my clients. I don't sugarcoat it. What that part feels like is work. And you're like, oh my gosh, I was doing this to get out of being off the content hamster wheel, and now I feel like I'm triple deep in it. And I always have to remind people of that part. You are doing the work right now to save yourself time later. And we are almost done. You are more than halfway done. How can we support you right now in this part that feels really hard so that you can get to the light at the end of the tunnel, so to speak, right. And I have noticed three, four, five clients in a row. It's that exact same moment. And it's not that it's bad. It's not that it's not a fit for them. It's not that they can't do it it's that they were looking forward to this expectation that things were going to become easier. And it doesn't matter how many times I say to people, it's going to get a little bit harder before it gets easier. When it smacks them in the face, it's kind of like, well, it's a smack in the face, it's a rude awakening. Right? So I've learned that in that time period, I need to check in with my clients more often. And that doesn't mean that the format is wrong. It's just an area where I need to be a little extra compassionate.

00:12:39 - Speaker B Yeah, absolutely. I think there's two pieces in there. So first of all, one of the things you're speaking to I would call normalizing, which I always encourage coaches and transformational practitioners to do with their clients. Normalize the process. Normalize the fact that there are moments that are going to be slogs that are going to take work. Normalize the fact that there are moments where it's going to seem like it's not coming together, but it's actually just about to come together. You're in the thick of it. And also normalize, that fear can come up too. Fear of, oh my gosh, is this actually working? All of that. And that leads to the second piece, that particular moment that you're speaking to with your clients. It's like they've done the work and they've done the work and they've done the work and they maybe haven't seen a lot of results yet. Maybe they've seen some, but not a lot. And so there's this piece of, oh my gosh, I don't want to do the work, but for some people, there's also this piece of, is it going to pay off? Am I good enough? Is this good enough? I want to see the results now to know that I'm okay and that I'm on the right path. And it's so important for us as practitioners and coaches to know that that's going to come up in human nature to continue to normalize and also to really support deeply when those fears come up.

00:14:13 - Speaker A So knowing all of that, right, knowing that normalizing piece needs to be baked in, so to speak, into what you're doing, how do you approach that with your clients? Right? Where is the area that they start feeling that same? Is this going to pay off? Am I good enough? And how do you usually walk your people through that?

00:14:39 - Speaker B Yeah, great question. So there's two levels to it in terms of the normalizing. I actually start the normalizing in the sales process itself. And I'll often say to somebody, if you're looking for the coach or the training that's going to fly you to the moon and back in a day, this is not that place. This is what I know about from experience and human nature. It's a process. It takes time. So I bake it in already from before the yes. Ironically, it helps people say yes, even more easily because they're like, oh, she gets it, she's speaking the truth. And she actually knows how to hold someone who may veer off the path here and there, who isn't going to get it done in a day. And then I remind people throughout the process so that's one normalizing and setting empowering and stretchy yet realistic expectations from the get go. It also helps then take shame away, because whenever we set those unrealistic expectations and then it doesn't happen that way, then shame gets piled on top of it for the client, sometimes for the practitioner, right? And that's when things can go off the wall. So that's one piece, but the other piece, and this is one of the things that I train practitioners in, is that when those fears come up, we actually need, I believe we need some skills to support our clients with those fears. Fear is a natural response when a human being is in a process of growth. And if they're coming to a coach, business coach, whatever the coach they are, they're in a process of growth. What oftentimes happens is coaches that don't understand this, that fear is just a symptom of growth. They end up thinking something wrong has happened in the process. They'll pathologize their client or think their client isn't good enough, or think they've done something wrong. Instead of meeting the moment with, oh, this is just a natural part of the process, and then having some skills to work with the fears. So I get into kind of somatic techniques and different kind of cognitive and somatic techniques where we can really what I call befriend the fear. So most people, a fear comes up, I'm not good enough, this isn't going to work, I don't know how to do it, it's never going to happen for me. And they try to push the fear away and that's when they actually go into their resistance or their overwork, which we don't want either. But instead, I teach coaches and practitioners how to use this process where we become friends with the fear so that we can stay grounded even as the inevitable fear comes up and move forward. Anyway, I'm all about like there's a lot in the industry that's like, slay your fear, destroy your fear. We can't do that. The fear is actually the smoke detector that we need in the kitchen in case there's a kitchen fire. It's just that sometimes the smoke detector thinks burnt toast is the kitchen fire. So we need those skills not to get rid of the fear, but to get that smoke detector of the fear more aligned with what's actually happening in the moment.

00:18:19 - Speaker A That is such a good analogy. Oh my gosh. So just for the record, my brain went on like a whole thing. I'm like, oh, so when that fear comes up, am I going to start waving a pillow at it desperately? Or you know what I mean? Because we've all been in that situation, right?

00:18:34 - Speaker B Yeah. Or run out of the house, I e. The business work, right? Like all of that. Yes.

00:18:39 - Speaker A No, it's such a good analogy. I like that analogy in particular because I talk a lot about impostor syndrome as it relates to showing up for your people, continually creating content, and there are ways to combat it. Absolutely. But you have to understand it's never going to go away. I don't know anyone who can honestly say they no longer deal with imposter syndrome at all. I was right before this on a call with someone I think is going to end up being a very good friend in the future. I've got a good feeling about that. And she's like, yeah, I'm having one of those weeks where I'm like, I should go back and get a job. And I was like, yeah, I totally had you on this pedestal until you said that for the moment. And it just gave me that reminder we all deal with it. And it's not only okay, we need to be there.

00:19:31 - Speaker B Completely. Yeah. I have not yet had any one of my fears go away. I've learned how to work with them. And the impostor syndrome, each time I meet it, I can move through it in more effective ways, but I don't believe they go away either. And again, back to that smoke detector analogy. I don't believe that we're actually supposed to get rid of the fears because every now and again we actually need it to protect ourselves in a real situation where we need that protection. So we just we want it to become more effective at knowing when the actual survival moments are and when they aren't.

00:20:18 - Speaker A So shifting gears just a little bit here because I'm curious what you're going to say to this in more of a group setting.

00:20:24 - Speaker B Right?

00:20:24 - Speaker A I think you've talked a lot about coaching settings, and it might just be the way I was reading it, but it felt like individual coaching situations, but in more of a group situation, say someone's running a course for a multitude of people and they probably have a good inkling where the fears are going to come up. Maybe they don't. Maybe they get a nice big surprise. But how can someone kind of put these processes that you're talking about into practice in that kind of setting?

00:20:52 - Speaker B Yeah, it's such a great question and we should be thinking about this not just for our one on one work, but also for our group work. So we've spoken about actually a lot of things in a short period of time. So number one, normalizing. Like normalizing from day one in that first call with a group when you're creating inspiration and sharing about who's there and what you're going to accomplish together. Speak to resistance, say, now, this is going to be amazing. And also here's what I know is probably going to come up at some point, usually, if you know what it is, usually around month three or whatever it is, that's when some of those fears are going to start to set in or the impatience or the feeling like it's a lot of work. I want you to know that this is normal impostor syndrome, right? Like whatever it is. So lay it out, bacon speak to the resistance and the fear from the get go. Number one, the more people know that it's normal and the more they know from the get go that it may come up, then they're going to be able to see it for what it is when it does come up and not just eject themselves out of the program or whatever it is. So that's the first thing and normalize throughout. And then, number two, I always recommend to course creators and group leaders to bake this idea, some kind of befriend your fear work into the curriculum of the group itself. So each expert is going to know what are some of the top one or two or three fears that my particular ideal client comes up for them when they go through the course. Fear of visibility, fear of abandonment, fear of other people getting angry because I've raised my rates or I'm reaching out for business, whatever it is, and then actually take the time, the 30 minutes, the 60 minutes to do some inner work with the group at some point in the course that speaks to the fear and supports them to become better friends with the fear.

00:23:14 - Speaker A That is so good. I've been in group programs where there would be like a whole aspect of it that's mindset work. But I like the idea of what you're saying is like, pick a time where, you know, it comes up often and just make that in there. It's not necessarily like a do not pass go, do not collect for $200. It's not that per se, but it's like, hey, we put it here for a reason. So if you're feeling this stuff that already normalizes, just based on the fact that you can tell that it was literally scheduled right there and kind of double whammies right there, which I like. So I think that's so good.

00:23:53 - Speaker B Yeah. And be transparent about the timing, too. I'm a big fan of connecting the dots for people. We're putting this module about beer at this point in the program specifically because after you take that action, whatever the module before was, this is the point of the program where this is probably going to start coming up. So to just really connect those dots for people, it makes all that work even more powerful.

00:24:21 - Speaker A Fantastic. Yeah. Also a fan of connecting dots. And I like telling people specifically, hey, this is where you're at right now. It's going to lead to this. And if that sounds big and scary at the moment, it's okay because you haven't done the first part yet, and I've gotten very good reactions from my audience, whether they're paid or not, when I do those kinds of things. Because I'm acknowledging future fears.

00:24:49 - Speaker B Right.

00:24:49 - Speaker A I'm acknowledging that this will happen normalizing, as you say. But I'm also giving them kind of like that preview, right? We're going to go here and it's okay, we'll go there together.

00:25:01 - Speaker B Yes, exactly. It's like, number one, you're showing them that you see them, that you hear them, that you know them, that acknowledgment. The validation of this is coming up. And then it's like in saying that, you're kind of grabbing their hand and saying, we're going to do this together. I'm holding your hand as we walk through. And there's a process for this.

00:25:24 - Speaker A Joanna, this has been fantastic. I'd like to give you an opportunity here just to kind of tell us a little bit more about Applied Depth Institute. Specifically, I love the name, and I meant to say this earlier, but we were on a different tangent at the time, so I kind of lost it. And that's fine. It's okay. But I think you're normalizing the idea that you're going to go deep in this work. And yes, there will be some fears to address, and yes, we can move past those fears just in your name. I think the name alone gives that kind of container, which I thought I mean, from a branding perspective, I was, like, geeking out a little bit. It was super fun. So I'm going to just say that. But why don't you tell us a little bit more about where people can find you if they're interested in what we were talking about? Great.

00:26:07 - Speaker B Thank you. Probably the best place is my website. It's kind of a long address, but it's applieddeptinstitute.com. And if you go there, got a couple of free gifts. There's a PDF on how to work with shadow. There's a PDF on how to work with resistance. Or you can just sign up for my newsletter. I share articles every week and lots of great content.

00:26:31 - Speaker A Awesome. Well, I'm always a fan of that, obviously. Thank you so much. I've really enjoyed this conversation. I know it went a little bit different than I was expecting, but those are my favorite. Those are where I really grow, so thank you.

00:26:44 - Speaker B I agree. I've loved this conversation. Thank you.

00:26:49 - Speaker A All right. Thank you, Joanna. Again, I loved the direction that this conversation went because fear is something we're all going to deal with. And instead of slaying it, as Joe said, there is an approach that's not just friendlier, it's an acknowledgment that we are all there and we are there together. So let's move through it together. And with that, I'll see you next week. If you found value from this episode, there are two things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it. Odds are you know somebody who needs to hear this message. I do truly believe that a rising tide lifts all boats. And if you help that friend with something that they need to do, we're going to have less crappy marketers out there, which means less scams. And we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever podcast app you are listening to the show on right now. Doing that helps me reach more people, getting again this same great information out there, and we all make a better, happier, effective and ethical world as a result. Thanks so much. See you next week.

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powered byMusic by Michael De La Torre. Thanks, Mikey!

The post Conquer Your Fears & Boost Your Business with Joanna Lindenbaum #242 appeared first on Content Strategy by Britney Gardner.

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Do you struggle with consistently creating content for your business? Are you tired of feeling blocked and unable to produce engaging posts? Imagine achieving a steady stream of content that resonates with your audience and drives growth. I have the solution to help you achieve this through overcoming emotional barriers that may be holding you back. Say goodbye to content roadblocks and hello to a successful content marketing strategy.

In this episode, you will be able to:

Tackle emotional obstacles for seamless content creation consistency.
Understand the crucial role of consistent content in cultivating audience trust and expansion.
Enhance your expertise with regular, high-quality content creation.
Generate captivating content ideas that suit your target market’s distinct buyer journey.

Your feelings about your subject and your feelings about content marketing will make or break your content consistency.

Your feelings about your subject and your feelings about content marketing will make or break your content consistency. – Britney Gardner
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Highlights in this episode:* Creating a course for lead generation purposes * What to include your different course offerings * Building credibility through your courses * The different paths your clients may take after your course * How to lean into your expertise and zone of genius when creating and marketing your course Introduction to All the Content Feels seriesThe All the Content Feels series aims to help entrepreneurs overcome the emotional blocks that prevent them from creating consistent, impactful, and results-driven content marketing. By tackling various issues affecting content consistency, the series will delve into different strategies and insights entrepreneurs can employ to maintain a steady creative flow and keep their target audience interested in their content. In this format, Britney Gardner and her guests will share experiences, knowledge, and advice on how to navigate these emotional barriers and maintain content consistency across various platforms. Through workshops and podcast episodes, Britney provides practical tips and exercises for entrepreneurs to brainstorm ideas, create compelling content, and ultimately transform their audience’s engagement into a successful buyer’s journey.

Writer’s Block and The Five-Paragraph EssayWriter’s block is a common feeling of unproductiveness and creative stagnation that often plagues content creators. To overcome this issue, entrepreneurs can take inspiration from the five-paragraph essay structure, which begins with the conclusion – or main idea – and then works backward, outlining the points that lead up to it. This allows creators to build their content in a strategic manner that effectively communicates their message and engages the audience. Britney Gardner explains how adopting the five-paragraph essay structure allows her to construct her podcast episodes in a way that facilitates consistency and compels her listeners. By starting with the central theme and working her way back to subtopics, she ensures that each episode (or other piece of content) is cohesive and systematically builds up to a key takeaway. This approach not only makes the content more engaging but also facilitates better retention of the material for the audience.

Start with the conclusion–what is the most significant thing about this topic and why is going to matter longterm for your audience?
The points you mention in your conclusion now become points in your piece of content.
The introduction is now easy to write because you already know what you’re leading towards.

Why All the Content Feels MatterMany entrepreneurs grapple with various feelings while attempting to create consistent and impactful content for their business. These emotions often serve as barriers in the creative process, resulting in content that lacks coherence and fails to engage the target audience. Therefore, understanding and addressing these feelings is essential for establishing a strong foundation in content marketing that reflects expertise, fosters credibility, and facilitates trust with potential clients. Throughout the podcast, Britney Gardner delves deeper into the emotions that hinder entrepreneurs from achieving content consistency, such as imposter syndrome, insecurity, lack of boundaries, and fear of missing out. By acknowledging these emotional blocks, Britney aims to encourage her listeners to confront their feelings and surmount these mental hurdles to create compelling, valuable content that resonates with their customers and helps them gain more visibility.

Key Takeaway:Content marketing can and should work for your business. If it is not, it’s either messaging, systems, or content feels that’s getting in the way.

Let’s talkThe resources mentioned in this episode are:* Check out episode 233 with Jeremy Enns for more on building trust through your content. * Listen in or read episode 219 about Imposter Syndrome. * Join Britney’s workshop on brainstorming content topics for your audience’s buyer journey. * Reach out to Britney on LinkedIn or Instagram or through this podcast website with any input or questions you have.

Music by Michael De La Torre. Thanks, Mikey!

The post Creating Impactful Content: How to Tackle Emotional Roadblocks #241 appeared first on Content Strategy by Britney Gardner.

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When Deanna Seymour tried out the static nine-grid format for her Instagram account, she never expected it to completely revolutionize her business. Not only did it save her time, but it also helped her stand out from the crowd and gain clarity in her brand messaging. But what other unexpected opportunities did the grid open up for Deanna?

In this episode, you will learn how to:

Enhance brand clarity with the strategic use of a static nine-grid format on Instagram.
Establish a timeless Instagram presence by focusing on evergreen content.
Free up valuable time for other crucial tasks by leveraging the advantages of a static grid.
Communicate your brand’s message effectively with a well-curated Instagram grid.
Forge authentic relationships with your audience through transparent marketing techniques.

My special guest is Deanna SeymourAs a Graphic Designer and Content Marketing Strategist, and host of the podcast, Eff That: Breaking the Rules of Online Business, Deanna Seymour knows the power of creativity, fun, and lettin’ your freak flag fly when it comes to growing your business. Whether she’s hosting an online coworking sesh or helping a client get over their fear of being on camera, Deanna uses humor and empathy to build a community that helps people feel seen, heard, and ultimately more comfortable in their own skin so they can have more fun getting in front of their perfect-fit clients. Her mastery of Instagram’s static nine-grid format has empowered countless entrepreneurs to find brand clarity and create a cohesive and enticing online presence.

Creating my nine grid gave me a lot more clarity on my messaging and what was important to me in my business. – Deanna Seymour
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Key Moments:* 00:01:26 – The Static Nine Grid * 00:05:28 – Pressure from Social Media Platforms * 00:07:38 – The Benefits of the Static Nine Grid * 00:11:16 – Using the Nine Grid on Other Platforms * 00:13:20 – The Opening Idea * 00:14:18 – Prioritizing and Pitching * 00:16:08 – Firming Up the Message * 00:18:14 – The Mixtape Idea * 00:22:10 – Archiving Old Posts * 00:25:39 – Considering New Ideas * 00:25:51 – Series Wrap-Up If your Instagram game needs a boost AND you’re ready to say goodbye to the Instagram hustle, it’s time to consider a static 9-grid strategy. Not only is it visually stunning, but it can also increase engagement and drive traffic to your brand since you’re no longer posting regularly to the Instagram feed, but to an area like Stories or Reels where you may shine more. Our blog will guide you through designing a cohesive and memorable layout, along with best practices for maintaining consistent Instagram content that tells your brand’s story. Plus, we’ll answer your frequently asked questions so that you can nail this marketing tactic like a pro. Don’t miss out on the power of a 9-grid Instagram strategy!

The Power of a 9-Grid Instagram StrategyYou can’t deny the power of a well-executed 9-grid Instagram strategy. With a visually stunning profile embodying your brand’s essence, you’ll have no trouble attracting followers, boosting engagement, and driving your business to new heights, especially if you’re someone who shines on more off-the-cuff material like stories.

Grids Are Not New, But Static Grids AreYour 9-grid layout is an opportunity to showcase the unique personality of your brand through a visual storytelling approach. Puzzle grid templates are nothing new, but the big detractor in the past was as soon as you created a new feed post, the puzzle fell apart. The fixed nature of the static 9-grid means you’re no longer posting to your main feed, so the aesthetic look stays in place, and you’re no longer a slave to feed posting algorithms.

With a mix of post types such as carousels, videos, and graphics in your Instagram photo grid, you can create a dynamic and engaging profile that draws in your audience and acts as a long-form content piece. The big picture idea here: your Instagram profile now acts like a guided mini website.

Instagram keeps changing their mind, and big tech does not have our best interests at heart. – Britney Gardner
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Escaping the Social Media HustleImplementing a static 9-grid Instagram strategy can also help you escape the constant hustle of social media. This also allows you to better connect with your audience by serving up content that aligns with their interests and values–when it’s good for you, rather than the corporate Facebook or Instagram thinking of the moment.

A few caveats:

Don’t use the static grid as a way to stop engaging completely! You’re going to lose your audience that way.
You’ve got a beautiful guided feed, but there’s other Instagram content you can use to direct potential clients to that feed on your Instagram page.
Instagram reels or stories can be added anytime without landing on your feed, and you can use them for more timely content as well.

Designing Your 9-Grid Instagram LayoutWant to attract followers and showcase your brand’s personality on Instagram? Designing a killer 9-grid layout is the way to go for a fantastic first impression. You’ll want to know the overall size of the 9-grid Instagram post (3240×3240). Choose a graphic template that blends with your brand visuals. Consistency is key when it comes to colors, fonts, and graphics. Incorporating negative space and balancing images will also help create a harmonious layout. Read on for more ideas!

Understanding the Puzzle Grid LayoutThe Puzzle Grid Layout is an innovative Instagram strategy that has revolutionized how brands can showcase their products and services. By dividing your feed into a grid design, you can create a visually appealing and unified look that captures viewers’ attention. Instead of using consistent branding elements such as filters or fonts to tie your grid together as you did in the past, you’ll create one overall graphic with nine key areas that later get divided into posts. Don’t forget to mix it up with carousel posts and video content to keep things dynamic and engaging–the first post of the carousel or the cover of the video clip will fall into the grid slot nicely.

Unleashing the Potential of Visual StorytellingThe visuals of your nine (or twelve like Deanna, why limit yourself?!) posts lead right into the written storytelling. Like all pieces of content, you want your posts to hook in the viewer with stunning visuals, lead them through the copy, and sink them into your CTA with a killer close.

The nine posts will cover various aspects of your business, but storytelling about you, what you stand for, and what your brand delivers are key throughout.

Building a Cohesive and Memorable Brand AestheticYour brand’s color palette, filters, fonts, and graphics should be consistent throughout your 9-grid layout–showing a foundation upon which your brand is built. However, that doesn’t mean your content needs to be dull or repetitive. Mixing up your content types (videos, reels, carousels) while still maintaining a consistent aesthetic can make your feed more engaging and visually appealing.

Moreover, it is essential to consider the order in which you post your content on the grid to ensure an overall harmonious layout. By maintaining consistency and creativity simultaneously, you can use the posts that are part of a bigger picture to build up your brand’s visuals.

Steps to Create a Stunning Static 9-Grid DesignThe first question isn’t “how to post 9 grid pictures on Instagram?” No, the first thing you want to do is map out what you want to say and what you need to cover in your nine posts! We suggest you include the following:

An introduction post. Who are you? Who do you serve? You can draw these from your Brandscaping work.
Why are you different than the next designer/writer/coach up the internet block? What will you always deliver on? Draw this from your core value work and personality.
The hill you’ll die on. The thing that pisses you off. The flag you’ll plant.
Intro your framework–and touch on how this is the culmination of everything already mentioned if you want! Make a soft pitch here
Social proof
Do you have a strong content arm off Instagram, like a podcast or a video channel? Talk about it here!
Now’s a great time to include more social proof in a different way.
Revisit the symptoms they’re experiencing right now NOT using the solution you offer.
Ask them to join your email list with an enticing offer, where you can use their inbox to communicate more.

After you map out what you want to say, tie a visual element to that copy and start collaging them onto your grid. Once the visual is complete, you’ll want to split images into the nine posts so you can upload them to Instagram. You can either post them manually or use a scheduler app.

If you don’t know how to do this well–hire a graphic designer for this. It’s not any ol’ Instagram post that will die on the feed in a few short days. This is your brand.

9-Grid Instagram Strategy Best PracticesWhen it comes to creating a 9-grid Instagram strategy, there are several best practices to keep in mind. To start, introduce your brand story and showcase the solutions you provide for your ideal clients. Then, guide your audience on a journey to get to know, like, and trust you through engaging posts that showcase your unique personality and style. Don’t forget to include clear calls-to-action that encourage viewers to take action and engage with your brand. By following these steps, you’ll create a cohesive and memorable 9-grid layout that attracts and retains followers, drives traffic to your brand, and takes your online presence to the next level!

Tools to Elevate Your 9-Grid Instagram StrategyIf you want to level up your 9-grid Instagram game, don’t sleep on the additional tools available to you. Instagram Stories and Reels provide extra flexibility to diversify the type of content you’re serving up to your followers. With these features, you can mix it up with behind-the-scenes glimpses, shareable memes, and more. So don’t be afraid to experiment and see what works for you and your audience!

Canva – A User-Friendly Design PlatformIf you want to take your Instagram game from zero to hero, Canva is your new BFF. It’s not as pricy as Photoshop and for Instagram usage, offers all the same benefits. This tool is a total game-changer for anyone who wants to elevate their Insta content without spending hours on design. With Canva’s user-friendly interface, you can create stunning graphics that look like they were made by a pro designer. From customizing Canva templates to adding your brand’s colors and fonts, Canva has everything you need to level up your Insta game. Plus, their library of stock photos and illustrations is so lit, it’ll make your posts stand out from the crowd. So, if you’re tired of scrolling through your Insta feed and feeling a wee bit less-than, it’s time to make Canva your secret weapon.

Note: this will all be easier on your desktop rather than your phone. This might be an adjustment but well worth it to elevate your IG presence!

Planning and Scheduling Made EasyPlanning and scheduling your Instagram posts in advance can be a game-changer for your brand, and apps like the Preview App, Planoly, Later, or Metricool make this process a breeze. Some of these even have a grid maker option to aid your design!

You can use these apps to post your static 9-grid layout sequentially, but more so, I’d recommend using them to ensure you have consistent stories or reels going out since you’re no longer engaging the feed post algorithm.

Using Your Static 9-Grid Instagram Strategy to Showcase Your BrandIf you’re looking to give your brand’s online presence a boost, it’s time to start planning and utilizing a killer 9-grid Instagram strategy. By crafting a visually stunning grid of images and videos that perfectly represent your brand’s personality and values, you can draw in potential customers like a moth to a flame. Don’t forget to sprinkle in some captivating captions and strategic hashtags to really connect with your audience and make them feel like a part of your brand family. And don’t just set it and forget it – monitoring engagement metrics is key to making data-driven tweaks and optimizations to keep your Insta game strong.

Leveraging Your Grid for Product Launches and CampaignsLeveraging your Instagram grid can take your brand to new heights during product launches and campaigns. You’ll want to post a new row, or three posts, at the same time, one after the next, to maintain your puzzle look on the grid. Timing is crucial, so make sure to plan each post in advance to maximize its impact. You may want to set apart this new, temporary grid in slightly different visual way than your regular static grid–but even if you don’t, the new three posts can walk your audience through your next big promotion in a storytelling manner like the rest of your grid.

Whether you’re debuting a new product or running a promotional campaign, the sky’s the limit when it comes to showcasing your brand’s unique story through your 9-grid layout.

Frequently Asked Questions about Static 9-Grid Instagram StrategiesWhat is the 9 Grid Instagram strategy and how does it work?The 9 Grid Instagram strategy is a method of organizing your first nine Instagram posts into a mini-website or sales funnel–with the benefit of no longer being a slave to the Instagram “feed me” algorithm. It involves using a grid of nine photos to create a larger image or theme when viewed as a whole. This strategy works by engaging followers with a unique and creative approach, increasing engagement and attracting new followers to your page through Stories or non-feed Reels. By carefully planning and curating your posts, you can create an eye-catching and memorable brand identity on Instagram.

What is the Instagram 9-grid post size?Let’s talk about size – Instagram’s regular post size is 1080px, square. But when it comes to a 9×9 Instagram grid layout, we’re talking 3240×3240! That’s a whole lotta pixels! To create this dreamy aesthetic, you’ll want to curate a branded, collaged image and then split it up into nine individual posts, posting them in order. If you have the artistic talent of a drunk toddler, don’t worry – tools like Canva and Affinity Photo (a much more affordable photo editing app) have got you covered with built-in sizing help. So go ahead, take that grid to the next level and watch those followers roll in!

We should be hanging out in the land of what works rather than chasing some new idea. – Deanna Seymour
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ConclusionTo wrap it up, a carefully crafted 9-grid Instagram strategy can take your brand to new heights and facilitate a stronger connection with your followers. By creating a visually cohesive and engaging grid, you can focus on quality content rather than a constant stream of posts. It’s a journey that allows you to showcase your brand’s unique story and messaging, which often gets lost in the fast-paced world of Instagram feeds. While it may not be for everyone, it’s definitely an option for many sophisticated businesses who desire an Instagram presence.

Don’t forget to share your progress with us on social media!

More on DEANNA SEYMOUR:Website | Instagram | LinkedIn

The Know Like and Trust ShowEmailDownloadNew Tab00:00:06 - Britney Gardner

This is a show about content marketing for established sophisticated online businesses. Unlike other shows about marketing, we focus on sustainable, measurable content creation. How to authentically automate your marketing to build up your know, like and trust factor with a nurtured, engaged audience between launches and get back to actually living your life instead of working to live.

00:00:36 - Deanna Seymour

Hello.

00:00:36 - Britney Gardner

Hello friends. How are you all doing? I am interested to see the response from this episode because this one's a little bit different. I know. We're in the shiny happy tactics series. This is actually our last episode of that series. I know, Sad Panda. We can all just kind of take a breath and say I'm no longer going to be poking holes at everybody so much. But I was really enjoying this entire flow of just saying you don't have to do business like everyone else. You don't have to do marketing like everyone else. Yes, there are some rules. I suggest highly knowing what they are before you try and break them. But I think today's episode is going to be kind of a perfect close and a perfect example of knowing what to move and how to test as you're moving. So with that we're going to be talking specifically about Instagram today. I'm having Deanna Seymour on to talk about that and we're talking about how feed posts don't have to be the only way you gain business on Instagram. We're going to be talking about the static nine grid or as Deanna does herself, twelve grid. And we're going to talk about how she kind of came to do this and what it has done for her business and where the creativity she has felt since then has kind of come out of it. As a graphic designer and content marketing strategist and the host of the podcast F that breaking the rules of online business, Deanna Seymour knows the power of creativity, fun, and letting your freak flag fly when it comes to growing your business. Whether she's hosting an online coworking sesh or helping a client get over their fear of being on camera, Deanna uses humor and empathy to build a community that helps people feel seen, heard, and ultimately more comfortable in their own skin so they can have more fun getting in front of their perfect fit clients. With that, I'm going to hop in. It's a really great conversation. Enjoy. Hey Deanna, I am so excited for our chat.

00:02:27 - Deanna Seymour

Thank you so much for having me. I'm really excited too.

00:02:30 - Britney Gardner

Yeah. Against hustle, against things we don't want to do. Against doing something because some social media guru and or person who doesn't actually do their own social media anymore anyway, said you have to do it a certain way, right? Yeah, that's how we're going to frame this. And with that I'm going to let you kind of take it away here.

00:02:50 - Deanna Seymour

Yeah, this is a static nine grid or twelve grid or fixed grid or whatever different names people are calling it, it's like the set it and forget it of Instagram grids.

00:03:02 - Britney Gardner

I am going to start by saying the first time I heard this, I was like, no, how dare you. And I'm going to give the caveat here because I came to Instagram initially as an actual photographer, visuals were my love language. I created photographs. One of my core values is just like beauty, but not like glamour beauty, just like making things look pretty. I have a high value of aesthetic beauty. I often get very distracted by pretty clouds while I'm driving. It's totally safe. We're fine. But this is something I really enjoy in life. I enjoy things that look pretty. And I am absolutely a packaging sucker. So when I say that I was against it from the outset, it was kind of like almost a nail in Instagram's coffin for me because one of the things I liked about Instagram, which Instagram themselves have been moving away from, of course, is I like things that look good. I like the grid, I like balancing it. And all of that kind of stuff was one of the reasons that drew me to Instagram in the first place. And again, I already said it, instagram has been moving away from that aesthetic mode for a while. But I kind of felt like when I saw people starting to do this, I was like, let's kind of go haven faster. Now what am I going to do? So with that set up, I would love to hear your take on it. I think I know what it is. But when I first started looking into this, I just wanted to understand why.

00:04:38 - Deanna Seymour

Yeah, well, okay, so for me, I was leaning more into reels and doing graphics and also am like you were saying, I don't have a team. Like, I'm a solopreneur. I got work to do for my clients. I got stuff to do. And sometimes your content can just keep getting pushed down to the bottom of your list or it's like hanging over your head and you're just like, oh, my gosh, this is, like in the way. What am I going to do? And so when I first saw it, I was like, Freedom. I can put this up and take a break. And I was like, Maybe it won't be for forever. But I like the idea of not feeling the pressure to constantly churn out stuff. Meanwhile, I feel like everyone was like, oh, reels. We got to do reels to get in front of people. But now they're also changing that, which is also why you should never, I feel like, base your plan on what they want you to do, like you were saying at the beginning of this. Because I feel like even since I got hype about the static nine grid, now they're like, okay, I feel like they got pressure from the Kardashians or something and they're like, okay, we want pictures. Again, like pictures matter, graphics matter. So now I'm like, oh gosh, is nobody going to want the static nine grid? So again, if you like it, you like it and you should lean into it. And if it's not your thing, like I have friends who hate reels, don't do them and have posted this entire time. Even though Instagram was like, do reels, don't do posts, they were like, no, I don't want to do reels. I like posts. And they've just been posting this whole time because that's their thing. But for me, I was like, okay, this feels like a lot less stress. Also, me being a graphic designer, I was putting a lot of perfectionism into my post because I was like, this is what I do, so I don't want to put out sloppy stuff. And then people are like, well, I'm not going to hire her to do my stuff. So I was putting a lot of pressure on myself. So I was like, I can do one grid, and whom I jets for a while. But what I didn't realize was that creating my nine grid, which mine is a twelve grid, and I always joke that it's just because I'm extra, but I couldn't get it down to nine. But I also like, twelve fits. You and I are the same. I think with the aesthetics I'm like, twelve fits the frame of my phone a little better too. So I got super clear, a lot more clear on my messaging and what was important to me in my business when I had to figure out what I wanted to put in just twelve squares. Because before that, I was having to come up with ideas all the time. And honestly, it was like muddling my message a little bit. Because even though people thought it was funny, if I posted a Real Housewife gift with talking smack about online business, it didn't really tell anybody what I was there for, like how I could help them, what I was going to make for them, what I could do. So creating the nine grid for me was almost like a baby website where I was like, oh, now people can land on here and know that I do graphic design and they can swipe through some examples and some testimonials and it feels really clear to me what I do now. So that's the thing that was like the hidden gem that I was like, oh, I got clarity. Okay, this is cool.

00:07:36 - Britney Gardner

All right, so there's a lot to unpack there. I'm going to circle back to a couple of things. We'll get to the messaging kind of solidifying, if you want to say it in that way, in a bit. But one of the things that you touched on is Instagram keeps changing their mind. And I introduced this whole shiny happy tactics series because of that particular problem, not Instagram themselves, but big tech does not have our best interests at heart. They are only interested in what keeps people on the platform longer. And that's inherently diametrically opposed to what we, as small or solo or micro businesses want. We want people to see our, in this case, Instagram content and then go to our website and engage further. Right? So the reason I introduced this whole tactic series is because what somebody says may or may not have anything to do with your business. And when it comes to our social media programs, I think we can all agree they don't have our best interests at heart. But the same kind of applies for anyone teaching anything, right? I can teach people an evergreen content strategy, and it might not be a good fit for their business. It doesn't matter that I think it's the best thing in the world, right? Your individual business has its own needs. You as a person and living your life have your own needs. I think you did such a good job of touching on that. You were saying, right? Like, as a graphic designer, I'm a perfectionist. I'm spending a lot of time making sure that my content looks good and resonates. And I was still even so, falling into some of those algorithm fodder traps, if you will. So that was the first thing I wanted to unpack. And the reason I started seeing nine grids and didn't run for the hills, if you want to say. And the reason I'm still kind of considering doing it at some point, I haven't quite gotten over that hump myself, but is that it allows you to separate from what you think you should be doing to what, you know works. Because that's it. That's what we should be doing, right? We should be hanging out in the land of what works rather than chasing some new idea.

00:09:50 - Deanna Seymour

Yeah, if it's okay. I have clients who are on LinkedIn, and LinkedIn is their jam, but they still feel pressure. Like, oh, I should be on Instagram, or people feel like they should be everywhere. And again, that's like the pressure of the companies making us feel like we should. And also feel like the whole time I've been in business, there's so many people saying, you don't have to be on every platform, but the people who are saying that are literally on every platform and posting every day on every platform. So I was always like, but you are. Wait, what? So I think it's great also for people who don't want to do Instagram but still want to have a presence there so that if someone finds them, they can because people are on LinkedIn and Instagram, they might be scrolling Instagram and come across you and then find out that you're also like in your nine grade. It could say, like, hey, I really love hanging out on LinkedIn. And then they're like, oh, me too. Now we can be LinkedIn friends. I think it's a good way to just sort of put something there so that people know where you want to connect with them further, which, like you said, is like the opposite of what Instagram wants us. This is the rebel in me. I'm like, that's what we should be doing. But yeah, it gives people permission to do what they want, I think.

00:10:59 - Britney Gardner

And they also to your point, right, being on every platform is exhausting. And yet you're a podcaster. I'm a podcaster, right. And we often will connect with guests in both directions who this person might have a really heavy Twitter presence and I don't. My Twitter feed is basically a couple of podcast quotes here and there, like when I remember. So I don't have a good presence there. And if something like the Nine Grid existed for Twitter, I would be all about it because I don't want to be that person who hasn't posted since 2019.

00:11:33 - Deanna Seymour

Yeah, and also, like I was saying too, it's super clear because the people that I've helped, like, clients I've helped, kind of have that look like what you're saying you have on Twitter. And it just makes people be like, wait, are they still in business? Like, what is happening? They just get a little confused. And I feel like we all work so hard to build up consistency on whatever platform and trust and all that. And then when they go to sort of like a ghost town, there's some dust and cobwebs, they're like, wait, what? Is she still doing this? So just putting up something to be like, I am just not here, come find me, is nice, I think.

00:12:08 - Britney Gardner

No, it's awesome. The people I've seen doing in Nine Grid really well, and the first person I saw that actually made me take notice is actually a colleague of mine. Her name is Becca Rich, and she was in the Mastermind that I was in. And she's no longer in there, but we still follow each other, right? And I saw her doing it, and then from her I saw where she learned about it. And then I started within a month, I saw four or five people I respect doing this. And I was like, okay, maybe I should pay attention. And that kind of led me to thinking, okay, if I were to do this, how would I do it? Right? Because right now, my entire Instagram side of my content strategy is predicated on me extrapolating some of the content from each week's podcast episode into one or two, whether it's a feed post or a carousel or a reel or whatever, onto Instagram. So how would I change that? What would that actually affect? And then I started thinking, okay, well, right now I'm using already created content, which is my entire evergreen strategy, obviously, right? I'm already creating it and I'm just moving it into a carousel format. So if I didn't have to do that, what could I do with that time instead? And that right there was like the opening of the idea because I don't feel, I guess weighed down. I don't feel weighed down by creating content for Instagram. I still enjoy it, but if I didn't spend the amount of time I spend each week doing that for me or from the clients that I serve, what could I do with that time instead? And I think that's like something that you touched on earlier, right? You were getting more into reels, but then you were doing feed posts and reels and they were both taking a while and you had the opportunity to say, I'm going to spend more time over here instead of over there.

00:14:05 - Deanna Seymour

Yeah, exactly. And honestly too, I want to be on more podcasts. But being thoughtful about asking people to be on their podcast takes a lot of time. Like, I'm not just randomly emailing people, so I'm like, I want to spend more time. Your question of what would you do for me? I wanted to spend more time researching podcasts, listening to podcasts, and reaching out to hosts that I thought would be a good fit for me. And I was like, I just think I'll be in front of new people. That was like the path I wanted to go. But again, if you're just by yourself and you have no one else, like, not that much help or no other help, there's only so many hours in the day and hopefully you have business work to do too. So it's like, okay, I can't do everything and prioritizing. Definitely. The static grid opened up time for me to pitch to podcast and to do video content. And now I love video content. I didn't know I really liked that, but now I also do that for clients. So I'm like, wow, that did actually open up a lot of space to check out some new avenues for me.

00:15:00 - Britney Gardner

I love that. Okay, so the final thing I wanted to unpack that you so wonderfully touched on was just having your message really firm up in your own mind and then obviously as a consequence in the outward display of all the graphics and the content that you were creating for Instagram. And I'd love to hear your take on how that process felt to you at the time.

00:15:24 - Deanna Seymour

Yeah, well, it's funny because also I want to make myself a new one. So I'm like having to itch to go back and update what I have because now that I've worked with clients on theirs, we started adding carousel posts and little secret doors or like a video could be here. You could put a reel in your grid and have it have a cover and then that's a whole video. And I'm like, whoa, now it feels like one of those little advent calendars. Like, you have this grid that has all these different sort of portals and it was just a really good way for me to also think, like, what do people need to know to work with me? Well, they need to know what I do, which honestly, sometimes I think we're so caught up in making content, we forget to talk about what we actually do for people. So that was sort of a light bulb moment for me. When I was creating it. I was like, okay, let me definitely tell people what I do, but also kind of brag about myself, which is another thing I was sort of shying away from. I didn't post that many testimonials as my normal content plan. I just kind of shied away from that. But when I only had a certain number, I was like, yeah, I should definitely have a carousel post of this. Or I've been on some cool podcasts. Like, I should tell the people. It's just stuff that I didn't feel like was part of my normal content plan. And so now I feel like it's almost like a resume, but not in a weird way. I still think it's engaging and it's fun, and I think it's still fun for them to read. It's not just like straight up selling and bragging, but it does give people a clear sense of what I do. And my process was really just like opening a Google Doc, starting a table, and being like, what do I offer? I feel like I always start by introducing myself or my clients in the top left, and then from there we're like, okay, what's your lead magnet? We want to get people on email lists, obviously, because we own those. So what's your lead magnet? What are your main offers? What are the main things you believe in? Or what's your system? Obviously, you have your cool evergreen system. What makes you different? Like all the things you kind of figure out when you're doing a website, but then you get sort of wrapped up in just churning out content that you just start trying to be funny or trying to be sassy, and then you start to just say stuff and you're like, wait, how does this relate to what am I doing? I'm just making stuff to make stuff. So I think just a Google Doc with a table and your greatest hits. I've also kind of compared it to, like, a mixed tape when you have a crush on someone and you're like, okay, we're going to do like a slow song here, but then we're going to do a fun song. Maybe you sell little in this one, but then you give all your free stuff away. Remind people you have a blog. If you have a blog, just tell people where to go for more and all the things you have to offer, whether it's paid or free.

00:18:09 - Britney Gardner

I love that. I like two things in particular that you said. One is that you were like, oh, yeah, I haven't been showing testimonials. I haven't been displaying some of my podcast appearances and this gave you a really easy opportunity to give that kind of social proof that clout that you one know what you're doing and you don't just show up on Instagram for funsies, right. But also people have worked with you and they were happy and this is why, right? It gives you a really good opportunity for that. But then I know we talked the last time we spoke about the mixtape idea and I really loved that. It resonated so well with me that I went back to my website and actually created some podcast playlists for different types of people that I work with. And I'm at like 200 something podcast episodes, right? So it can be overwhelming to be presented with that. Like, where do I go? And for any of our listeners and obviously, Deanna, if you're looking for podcasts and you're researching as well, that's something I've faced a ton. When I'm researching places that I'd like to have a conversation with, I go to their list of podcast episodes and you scroll like the first ten and you're like, is this one for me? I don't know. And I feel like having these really clear cut squares, if you will, from Instagram. Like, I'm going to share this particular thing here. I'm going to share this particular thing there. Gives you a really good way to make sure you're not forgetting the people that you serve. Like, you're showing them how to connect with you in this manner if they're a podcast listener or in this manner, if they're more of a reader, they can look at your blog or in this manner, oh, that program could work for me. And I had not previously thought about it that way. Right? Yeah.

00:19:56 - Deanna Seymour

Well, I have a membership that only opens sometimes and it's almost like I was forgetting to talk about it unless I was getting ready to open it or opened it. And so now there's a square on my grid that's like, hey, and if you want, you can join the waitlist. Like, you can know when I'm opening the doors again, which grows my email list and also shows me that people are interested in this thing. And I feel like when you're also starting out in business, you're experimenting with different things and you're kind of tossing different things out. So I think even leaving it up for a few months, see how many people are interested and maybe that can also help you get I know you're like a data person, so I'm like, I don't know, I guess that can be data, right? Maybe I am too.

00:20:36 - Britney Gardner

Absolutely.

00:20:38 - Deanna Seymour

But yeah, like giving things a chance too to get in front of people's eyes because everything moves so fast, I think, too. It just made me feel like, okay, slow it down. Here it is. Let me cool my jets.

00:20:50 - Britney Gardner

Well, yeah, evergreen Content is one of my passionate things, right? Because I don't think we should be creating new content all the time. And ultimately I had to look at my own biases against this. I like creating visual things, but does everybody? Right? And what you've done is essentially created an evergreen content system for Instagram that allows you the freedom to show up with new stuff when you want and you can completely replace your twelve grid with a new one whenever you want. You have that opportunity. Which brings me, this is like the one pre planned question I had for you. How much did it hurt to archive all your other posts?

00:21:29 - Deanna Seymour

Great question. Well, okay, well, first of all, I had my own Instagram from back when I first got on Instagram. Like my niece and nephew, I was still art teacher, whatever. That kind of became my business Instagram. And then I started a second Instagram for my podcast. So when I was already getting overwhelmed this is way before the static nine grad, I was like, why do I have two Instagrams? This is way too much. And they were both about business and it was like so I turned the other one to private, which means basically I never go on. And again, I think it's like my pregnancy announcement. My kids like three now, so that kind of went away. My point is I didn't have huge archive because it was only about three years old and it did take some time. I mean, it would have been a lot more to archive the other one is what I'm trying to say. So I feel you if you've had Instagram for like ten years and you're like what the heck? But also I just did it while I watched TV one night, you just go through and hit the button. So the action task of doing it wasn't that hard. And for me personally it wasn't that bad because I didn't have that many. But I did see my whole evolution, which could also be confusing to a viewer. And I'm constantly evolving. Even I didn't have to go that far before I was like, oh, here's stuff I don't offer anymore. Or like here's stuff my podcast changed names and it's like that's right there. So if someone does scroll back, I sort of like the idea of archiving the post. If you have really great posts that you really feel strongly about keeping. I mean, I'm a proponent of everybody doing whatever they want, so I say keep them. But for me it was a great way to just clear the clutter and be like, here's what I'm doing right now and how you can work with me, if that makes sense.

00:23:14 - Britney Gardner

Well, and they have seen people who don't actually archive everything in the past. They put like three blank white posts up that basically just say new content ends here, or something like that. I understand why they do that. No judgment. Like do what you need to do, right?

00:23:31 - Deanna Seymour

Yeah. And like I said, mine wasn't that old and mine was very I feel like I kind of went all into my business about a year and a half ago, so that was like hot and heavy. Experimenting. New offer, new offer. I'm going to do this, I'm going to do gifts, I'm going to do this. There was very quickly a lot of things changing. So for me personally, I was like, okay, get all that out of there. But I can understand. I would recommend I feel like people have done the solid bars, which is totally fine also. But if you're about to make one, I would say something like, check out our archives. Or I think it's kind of nice to tell people, this is our archives. And maybe even just scroll through it for yourself and kind of be like, let's take that one out. Make that even, like, your best of. Because I understand we all spend a lot of time if you've hired someone, you spend a lot of money to create all this content. You don't just want to throw it out, archive it and not make use of it. So maybe at least comb through it and just make it like a best of, I think because some people do have really good content. I was not one of I mean it was funny content, it was good content, but it was not I don't think what would have been below mine would have been helping anyone. It would have been confusing people is what Mine would have been doing. So kind of check in on yourself on that.

00:24:44 - Britney Gardner

I like that. And yes, I have definitely done what you said, where I've gone, scrolling back for various reasons and I'm like, I'm just going to go ahead and archive that post right now. That's no longer relevant. Right. So we have that opportunity anytime, whether we do a static nine or twelve grid or have you this has been great. Deanna, like awesome. Seriously, do you have any closing thoughts? And also, even if you don't have closing thoughts, can you tell people where they might contact you if they do want help creating one of these epic nine grids?

00:25:13 - Deanna Seymour

Yeah, they can find me on Instagram at the Deannaseymore. That's my favorite place to hang out and my website's, Deannaseymore.com. But yeah, this was so fun. I love it. I could talk for hours and hours about the static nine grid.

00:25:26 - Britney Gardner

Oh, I think we could each probably go for quite some time here. So yeah, we'll do everyone a favor and give them the highlights with just what we have.

00:25:35 - Deanna Seymour

Love it.

00:25:37 - Britney Gardner

All right, Deanna, once again, thank you so, so much. I very much appreciate this. We're going to see, we're going to see if I decide to embrace this idea or not. My curiosity is still peaked and things change all the time. We'll see what happens with. That. As I said at the beginning, shiny happy tactics is over. For now at least. I would love to hear feedback, not just about this episode, but about the entire series. Did you enjoy it? Is there anything you wish I had covered that I did not cover? Is there anything else I can do to make this better for you guys next time? Or is there a new series you'd like me to kind of embrace and bring into the know like and trust world? Let me know. You can always email me. As always, we love to hear your feedback, and you know where to find me. If you found value from this episode, there are two things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it. Odds are you know somebody who needs to hear this message. I do truly believe that a rising tide lifts all boats, and if you help that friend with something that they need to do, we're going to have less crappy marketers out there, which means less scams, and we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever podcast app you are listening to the show on right now. Doing that helps me reach more people, getting again this same great information out there, and we all make a better, happier, effective and ethical world as a result. Thanks so much. See you next week.

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powered byMusic by Michael De La Torre. Thanks, Mikey!

The post Nailing Your Static 9-Grid Instagram Strategy: A Guide to Showcasing Your Brand #240 appeared first on Content Strategy by Britney Gardner.

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Content sprints: where grit, creativity, and caffeine collide to bring your ideas to life!

Have you ever heard the myths that content sprints can’t boost your online business presence, that producing content takes too long, or that it’s too expensive to invest in content? Don’t be fooled! I’m here to share the truth and show you how utilizing content sprints can be a powerful tool to help you build a successful online presence.

In this episode, you’ll learn how to:

Accelerate your online business presence using content sprints.
Establish a unified content approach with the help of a strategy and style guide.
Excite your audience by weaving in hooks, metaphors, and decisive calls-to-action.
Achieve the perfect balance between task distribution, relaxation, and preventing burnout.
Utilize key metrics to evaluate content sprint triumphs and opportunities for improvement.

By committing to content sprints as a core strategy, you can elevate your online business to a new level of sophistication. – Britney Gardner
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Highlights in this episode:* 00:02:32 – Why Use a Content Sprint * 00:07:14 – Setting Up Your Content Sprint * 00:09:19 – Sprint Length * 00:10:47 – Content Creation Process * 00:13:43 – Hooking Your Audience with Content * 00:15:30 – Making the Most of Your Content Sprint * 00:16:31 – Avoiding Burnout and Dealing with Unexpected Changes00:19:55 – Recap and Call to Action Are you tired of your content falling flat? Feeling like you’re always one step behind your competitors who have a widespread web presence? It’s time to shake things up with a content sprint! Say goodbye to playing catch-up and hello to turbocharged content creation.

The big idea: These babies will have your back when it comes to tackling a tough content challenge, implementing a crucial part of your content strategy, or leveling up your skills, whether you have external support or not.

In this blog, we will discuss what a content sprint is and why it’s important for elevated online businesses. We’ll also dive into how to set up a content sprint, including deciding on the sprint length and making the most of your time. Additionally, we’ll address potential pain points and how to overcome them, such as avoiding burnout or dealing with unexpected changes. Lastly, we’ll discuss how to measure the success of your content sprint and recap the benefits of using this approach for your business. So let’s dive in and learn more about the power of content sprints!

What Is A Content Sprint?A content sprint is a specific, concentrated period that involves creating and promoting high-quality content in a short amount of time. Content sprints can be useful for businesses looking to create momentum, establish their brand voice or rebrand themselves. Also, for microbusinesses and established online service businesses, content sprints are a great way to create content and build their evergreen content library.

Content sprints are a fantastic way to create content and build your evergreen content library. – Britney Gardner
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It requires planning, collaboration, and teamwork to create a large amount of valuable content in a short time frame, so microbusinesses may want to hire outside help during the sprint. If done right, content sprints can be an effective way to achieve tangible results for your online business.

DefinitionA content sprint is like a turbo boost for your online business. It’s all about going all-in with a laser focus on creating and delivering top-notch content. It’s an intensive period of supercharged content creation that’ll take your online presence to the next level–for whatever goal you’ve set.

Overall, a content sprint is an effective tool for boosting your content creation efforts and taking your online business to the next level.

Why use sprints?By committing to content sprints as a core strategy, you:

Elevate your online business to a level of sophistication. For service providers, content sprints are one of the most effective ways to produce evergreen-worthy content to help them establish their authority in their niche.
Boost your productivity. Content sprints are useful for improving productivity, quality, and consistency in your content creation process. They can help you generate new ideas, explore different formats, and experiment with new strategies.
Increase your SEO. By consistently producing fresh, valuable content, businesses can increase their website’s visibility and authority in search engines. This helps them attract more organic traffic and build a loyal audience over time.
Stay competitive in an increasingly crowded service market. Content sprints also help businesses stay ahead of their competition by providing a steady stream of relevant, engaging content for their audience. By planning and executing a content sprint, businesses can save time and resources while still producing high-quality content that resonates with their target market.

So, let’s lace up those runners and get to designing our sprint, shall we?

Key Takeaway:Sophisticated, elevated online businesses are built on a solid content marketing plan built over time, and you can unlock new levels by committing to a content sprint.

4 Steps To Setting Up A Content SprintContent sprints can be a powerful tool for online businesses to elevate their content creation and meet their goals. Here’s your step-by-step guide to setting a sprint plan:

The first step in setting up a content sprint is defining your objectives and goals–this might include creating new pillar content, increasing your social media presence, or building a user-friendly sales journey of content. These goals should be SMART goals and you should map them to your other business goals.
Once you have defined your goals, creating a detailed plan and schedule for the sprint is important, including specific deadlines and responsibilities for each team member involved. If it’s a team, set a sprint planning meeting first, before creating new content!
Regular progress monitoring is crucial throughout the sprint to ensure that you are on track to meeting your goals. This can be achieved through content measurement tools that enable you to track engagement levels with your content–and if you’ve done a previous sprint having that data on hand.
Finally, it’s important to be flexible and adjust as necessary during the sprint. This may involve tweaking your approach or shifting priorities in order to meet emerging needs or challenges.

With careful planning, execution, and monitoring, a successful content sprint can take your online business to new heights! – Britney Gardner
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Deciding on sprint lengthA content sprint is a focused period of time where a team creates a large amount of targeted content. Before starting a sprint process, deciding on the length that will work best for your team and project is important. Shorter sprints (1-2 weeks) may be best for smaller teams or projects, while longer sprints (4-6 weeks) may be better for larger teams or more complex projects.

Suggested timeline for a service provider (therapist, website designer, career coach, etc.) to flesh out cornerstone content:

break three cornerstone topics into four sub-topics each
plan out each subtopic to correspond with weekly long-form digital content like a blog post, podcast episode, or video
break out two-three points from each week’s long-form content into social media posts (Instagram, Facebook, Pinterest, etc) on your chosen platforms

Is that 12 weeks of content? Yes. But you can plan it all in two weeks and potentially batch it all in two weeks as well if you have the support of a content strategist.

Suggested run to create launch content for an online business owner who provides services and launches a program twice a year:

what are the three phases your best client needs to move through before considering your program? those are your three topics
create long-form content for each of those topics, with two-three emotional hurdles in each
this creates six-nine weeks of content leading up to the launch period, with a piece of content dedicated to each major phase and topic

Making the most of your content sprintHere’s the deal for a killer content sprint: first things first, get your planning hat on and create a content calendar that’s all about consistency and organization. No more content chaos, friends! Then, keep on iterating and improving that content strategy for the long haul. Long-term success is the goal–not going viral.

Every sprint will have distractions. If you find that there are topic areas not covered during the sprint, schedule them for a future sprint to ensure all bases are covered (and ensure you don’t get off track!). By following these steps, you can elevate your online business with high-quality, consistent content that engages and retains your audience, keeping that pipeline full.

Key Takeaway:Content sprints have a long-term success goal; your results will build over time.

Tips for batching contentEvery sprint starts with the idea that you’ll be creating more content and copy in less time. Your normal business systems might not be enough here! Batching will help you stay organized and efficient. This involves setting aside a specific period of time to create as much content as possible, and breaking it down into smaller tasks. Another content batching benefit is that outsourcing work to freelancers can be more cost-effective when done in chunks.

To streamline your writing process during a content sprint, consider using a style guide or outlines that are tailored to your workflow. If you don’t have one yet, take 30 minutes to look at some of your long-form content and also some of your design elements for short-form content. What are the commonalities? Create some proprietary templates. This can help save time and ensure that all of your content has a consistent structure and tone.

For example, I nearly always follow the Hook, Line, and Sinker template when writing my podcast emails to my list. It gives me a flow that my readers come to expect and takes the blank-white-screen horror out of the mix.

Remember to take breaks and recharge during your content sprint to avoid burnout, as taking care of yourself is just as important as producing high-quality content. A content-creating session can be scheduled twice a day, for example, or you can use the Pomodoro technique.

Need a content strategy template?

Leveraging evergreen contentWhen it comes to making the most of your content sprint, leveraging evergreen content is key. If you already have great content on a topic, don’t recreate it. Use it. Optimize it as part of the sprint, but don’t create more work for yourself!

How can you optimize your content? Look first at any cornerstone content you’ve already created–especially if the focus of this sprint is related to the methodology you’ve covered before. This can include adding new information or insights to an existing piece, creating infographics or videos based on the original content, or breaking down a longer piece into a series of smaller articles. A content audit will suggest the same optimizations.

To identify potential evergreen topics for your content sprint, tools such as keyword research and analytics can be used to identify gaps in current content and guide the creation of new pieces. Most good keyword tools have an actual gap analysis function so you can see where you need to fill in more content to rank well.

Creating a content calendarCreating a content calendar is crucial when it comes to making the most of your content sprint. A content calendar allows you to plan your content in advance, ensuring that you have a steady stream of high-quality content at regular intervals. This is where you truly see the benefit of the short run instead of taking months to deliver this level of quality. Additionally, a content calendar is a second level of integrity to keep you from falling down the rabbit hole of related topics.

It’s also important to ensure that your content is optimized for search engines (more important than ever in the age of AI) and social media platforms (YouTube, Twitter, LinkedIn, etc). This means using appropriate keywords and hashtags and including engaging visuals and headlines.

When it comes to your content sprint, strategic planning and flawless execution are the keys to unlocking epic success for your online business.

Potential pain points and how to overcome themLet’s talk hurdles to embracing a content sprint.

Time management can be a challenge, but you can overcome it by breaking down tasks into manageable chunks and setting deadlines using project management tools.
Maintaining quality is also important, and you can achieve this by setting clear guidelines for content creation and reviewing each piece before publishing.
Generating ideas is another potential issue, but brainstorming topics with your team or audience and repurposing existing content can help.
Finally, consistency is key, so develop a content calendar and stick to a regular posting schedule.

With a little strategic mojo, your content sprints will work. Flexibility and preparedness are the names of the game when it comes to nailing those content sprints. Anticipate those pesky pain points ahead of time; have your strategies on standby.

Avoiding burnoutWhile content sprints can be incredibly effective for increasing productivity and output in online businesses, burnout is real! Burnout will occur if you don’t manage your time and workload effectively.

I’ve had clients hit Week 6 of a 12-week content sprint and give me the face–the face that says I know this is good for me, but right now it feels hard. I get that!

To avoid burnout during content sprints, setting realistic goals and deadlines that allow for breaks and self-care is important. This could mean taking short breaks throughout the day, practicing mindfulness or meditation, or even taking a day off to recharge. It can also mean a 12-week sprint becomes a 15-week sprint with two or three scheduled weeks off where you re-run content.

Avoiding the dreaded burnout is all about teamwork and smart delegation. Don’t be afraid to join forces with others and pass the baton when you can (yes, finally got my sprinter’s relay nod in!).

This not only lightens the workload but also promotes a healthy work-life balance. The idea of a content sprint isn’t to create more work for you–it’s to give you the freedom in the future to rely on the content created in this sprint.

Dealing with unexpected changesAnother common challenge that can arise during a content sprint is unexpected changes, such as shifts in priorities or new information that needs to be incorporated into the content plan.

For example, while working with a career coach we had to pivot mid-sprint because the end of the year is commonly a time when career people have performance reviews and we didn’t have that topic covered in the original content plan. Change is okay.

To overcome this challenge, it’s important to stay flexible and adaptable. Anything typed can be deleted. Anything written, erased. And an eight-topic plan can easily become a seven-topic plan if something is no longer relevant or a ten-topic plan if we find we need more nuance on a subject.

Ultimately, by anticipating potential pain points and having strategies in place for overcoming them, businesses can maximize the benefits of content sprints for improved online performance.

Key Takeaway:With a little strategic mojo, flexibility, and adaptation along the way, your content sprints will work.

Measuring The Success Of Your Content SprintMeasuring the success at the end of the sprint is crucial to understanding how effective your strategy is. To ensure your content sprint is a smashing success, set clear goals and metrics upfront, and use analytics tools to track your website traffic, engagement, conversion rates, and social media buzz like a pro. Get those numbers soaring and celebrate those wins; we want to use the confetti cannons you’ve had in your Amazon cart for months!

It’s equally essential to gather feedback from your audience through surveys or comments on the content. This feedback can give you insights into what worked and what didn’t work for your audience. You can use this data to refine future content sprints and improve your overall content strategy. By analyzing the data collected, you can determine whether your content sprint was successful and make necessary adjustments accordingly.

Metrics to trackTo do this, it’s important to track relevant metrics, such as:

website traffic
engagement rates
conversion rates

Analyzing data from these metrics can help you determine the effectiveness of your content marketing and identify areas where you may need to adjust your strategy in future sprints.

ARE YOU THE NEXT savvy content creator TO GET AT-A-GLANCE BUSINESS METRICS AND FINALLY STEP OFF THE content creation hamster wheel? Get the Content ROI dashboard

Measure Your contentTracking metrics is good; it’s also worthless without analyzing the results. You set goals at the content sprint outset and now it’s time to see how those goals have been accomplished.

Recap of the benefits of content sprintsFellow content connoisseurs, regularly embarking on content sprints can be a game-changer for your online business. If you’re looking for a way to elevate your online business, then it’s time to consider giving content sprints a try.

Increasing the thought leadership and authority you carry online is one of–if not the–best thing you can do for your online business. Keeping a steady pipeline of inquiries–whether you’re regularly only working with a handful of clients a time or need hundreds–depends on it.

Frequently Asked QuestionsWhat is a content sprint?A content sprint is a focused period of time where a team creates a large amount of high-quality, valuable content quickly. The ultimate goal is improving a business’s online presence and engaging with its audience more effectively.

By using a content sprint, businesses can produce a significant amount of content quickly, allowing them to stay ahead of the competition, keep their audience engaged, and build authority and referrals.

How do you organize a content sprint?To organize a content sprint, start by determining the goals and objectives of the sprint. Identify the team members who will be involved and set a specific timeline for the sprint, including deadlines for each task. Use project management tools to track progress and ensure accountability, whether you’re a team of you-yourself-and-I or several. By following these steps, you can successfully organize a productive and efficient content sprint that turbocharges your online presence and increases leads.

Are you ready to share the sophistication and evergreen + elevate your business? Let’s talk about co-creating your content sprint today–so you get the benefits we’ve talked about here with the support you need to cross the finish line.

Let’s talkConclusionContent sprints can be a game-changer for businesses that want to create high-quality content. Whether you want a consistent flow or batch content, by setting aside dedicated time for content creation, you can streamline your process and produce more content in less time. But how do you set up a successful content sprint? And how do you measure its success? Read our comprehensive guide on content sprints to find out. We cover everything from setting up your sprint, making the most of your time, dealing with potential pain points, and measuring success.

Start creating better content and elevate your online business today!

Quotables:

Content Sprints are like a turbo boost for your online business, going all in with a laser focus to deliver top notch content. – Britney Gardner
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Resources Mentioned* Set up a goal for your content sprint, such as creating new content for a specific content bucket, improving your social media presence, or building a user-friendly sales journey of content. * Create a detailed plan and map it out, including a sprint planning meeting with your team if you have one. * Monitor your progress regularly, using content measurement tools to track engagement levels and compare results with previous sprints. * Be flexible and adjust your approach as necessary, tweaking your content sprint based on the data collected from content measurement tools. * Employ specific batching time periods to stay productive and cost-effective during the content sprint. * Consider using a style guide or tailored outlines to streamline your content creation process and overcome the blank white screen horror. * Take breaks and recharge during your content sprint, using techniques like the Pomodoro technique to ensure you don’t burn out.

Music by Michael De La Torre. Thanks, Mikey!

The post The Power of Content Sprints for Elevated Online Businesses #239 appeared first on Content Strategy by Britney Gardner.

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Oh, the financial myths that entrepreneurs cling to! It’s time to separate fact from fiction and make informed decisions about business investments.

Carla Titus started her journey as an apparent saviour of entrepreneurs but ended up with an unexpected twist; she discovered that the key to success was focusing on profitability over revenue and managing costs intentionally. And by asking the powerful question, “How do I make this profitable?”, Carla changed the mindset of entrepreneurs and paved a way for long-term success and growth. What will be the outcome?

We need to follow where the money is going, we’re in business to make money.

My special guest is Carla Titus

Website | LinkedIn | Instagram

Carla Titus is a finance expert with an impressive background of over 15 years in corporate financial planning, analysis strategy, and virtual CFO consulting for established online businesses. As a fractional CFO, Carla’s primary mission is to help business owners retain more cash, pay themselves a market rate, and ultimately become more profitable. With her keen financial insights and strategic approach, Carla helps entrepreneurs prioritize profitability over revenue in their business growth.

In this episode, you will:

Uncover the truth behind common misconceptions in business investment strategies.
Evaluate investment opportunities effectively for maximum return on investment.
Focus on the importance of profitability over revenue for sustainable business growth.
Achieve a perfect equilibrium between allocating time and financial resources for a thriving business. listen to this contentListen to this episode on:

Highlights in this episode: How to assess your current financial situation and determine if investing in a program or service is necessary for the growth of your business. * Before investing in any program, ask for expected ROI and the time commitment required to achieve it. * Prioritizing your investments and focus on one thing at a time to master them and achieve better ROI. * Track your investments and their results to ensure they are generating cash for your business. * Consider the value of the lessons learned and skills developed from a program, even if it doesn’t provide immediate ROI. * Manage your time as a valuable resource, just like your money, and allocate it wisely to achieve the best results. * Be willing to pivot and change strategies if something isn’t working, but also double down on strategies that are showing promise. * Continuously evaluate the effectiveness of your investments and adjust your strategy as needed to ensure long-term profitability and success. Debunking Financial Myths*Time to cut through the noise, separate fact from fiction, and get savvy about business investments. No more falling for false notions, folks! It’s time to make informed decisions and set ourselves up for success.

Don’t let these misconceptions lead you astray from your goals. Debunking these myths is key to smart planning, assessing risks, and maximizing your investment.

So, before you dive headfirst into a new venture, do your due diligence, folks! In this podcast, Carla Titus drives home the importance of critical thinking and thorough research. She’s all about evaluating whether it’s the right time to invest, the time commitment required, and the expected ROI. And guess what? Britney Gardner backs her up by stressing the significance of creating a budget and allocating resources wisely. Let’s avoid unnecessary risks and invest with our eyes wide open, shall we?

Working On Things That MatterIf you want a profitable business, you need to focus on what truly matters and build a strong foundation from the get-go. It’s all about prioritizing strategies, services, and programs that actually bring tangible benefits to your enterprise. Time management and resource allocation are key here. You’ve got to be careful about where you invest your efforts.

As Carla says, be selective about which endeavors you pursue and how they impact your business. Invest in opportunities that align with your goals, offer promising ROI, and strengthen your company’s foundation.

And don’t forget, time is precious! Titus emphasizes the importance of monitoring and managing it effectively because it’s a valuable resource in building a successful business. So let’s prioritize what matters and set ourselves up for success!

Quotables:

At the end of the day, we need to follow where the money is going. We’re in business to make money. – Carla Titus
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Get excited about having money, keeping money, paying yourself more money, and having a long, sustainable, profitable business. – Carla Titus
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I think we’re just too eager to give our money away to people with courses and such and not think, is this really the Step A I need instead of Step M that you mentioned? – Carla Titus
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Execution and follow through is where all dreams go to die, if you don’t have the right skills or team in place. – Carla Titus
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Ask yourself, how do I make this profitable? – Carla Titus
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Resources Mentioned* #176 More Content Does Not Equal More Value with Mike Gregga

The Know Like and Trust ShowEmailDownloadNew Tab00:00:06 - Britney Gardner This is a show about content marketing for established, sophisticated online businesses. Unlike other shows about marketing, we focus on sustainable, measurable content creation. How to authentically automate your marketing, to build up your know, like and trust factor with a nurtured, engaged audience between launches and get back to actually living your life instead of working to live. Hey. Hey friends. We're continuing on with our shiny happy tactics series today. And today is going to be about debunking financial myths, which is a little bit different than marketing myths, right? It's a little bit different than the marketing tactics we've been talking about, and yet it ties right into that, because we're going to talk a lot about different programs or services you might be investing in for your business and how to do it in a really good way that lends towards profitability and ROI from those program investments. Our guest today is Carla Titus. She's a finance expert with over 15 years of combined corporate financial planning, analysis strategy, and established online businesses virtual CFO Consulting experience. She provides fractional CFO services and financial consulting to business owners so they retain more cash, pay themselves a market rate, and are more profitable. And who better to help us on this particular shiny happy tactic? Am I right? So let's go on to the interview. Hey, Carla. Welcome to the no like and show. Hi.

00:01:34 - Carla Titus So excited to be here.

00:01:36 - Britney Gardner We know each other personally. We've actually sat over French fries and cocktails.

00:01:41 - Carla Titus Yes, it was great.

00:01:43 - Britney Gardner But with that, we've had a lot of conversations and I think my favorite thing that we talked about the last time you and I met up in person, something that's kind of rolled around in my head multiple times since then, and I call that sticky content. That's always good stuff. But it was talking about people who over invest in their business and then have an era of desperation the next time they're ready to invest. Things still aren't working. Things still aren't going the way they expected. And they've put so much money into program after program after program, that when it comes to finally finding the thing that they think, this thing, this shiny tactic is really going to work for them, there's this feeling of, well, it has to work because it's my last resort. So if you're cool just diving right into the conversation on that front, I would love to see what you have to say.

00:02:32 - Carla Titus Yeah, it's very interesting because being on the fractional CFO side of how we support clients on their finances and helping guide those decisions, there is a lot of conversations around. Do you have the time to invest in this? Is this really what your business needs now? Or is it a down the road investment? How are we going to make the most out of this investment, aka squeeze the juice out of it and get the ROI that we expect? And then what is our expectations on that ROI benefit return on investment that we want to see for this to be meaningful and move the needle in the business. And I think we do definitely take the time to address all of that before making that decision. But I see too many people just jumping at shiny objects and opportunities that feel and sound like the right thing, but they're not doing their due diligence around what is it really like and what kind of results can I expect? And asking the questions, what have other clients like me seen as far as results? And while a lot of people don't want to guarantee any type of result because you kind of have to put in the work, and those people are not going to be handholding you, so it's kind of up to you at that point to do the work to get the result that you're expecting. They can give you an idea of what's possible and what others have been able to achieve by putting in the time and work needed to get those results. And I think just getting that clarity back from these people that are making the sales to you on what is the time commitment in order for me to materialize those results? And then what kind of results have other people experienced that I might be able to achieve? Again, no guarantees, but then you get a good idea. Is that worth that return on investment, the three X, five X or whatever that you're seeking for that particular instance? Too often, business owners are working on things that don't matter. And that is the problem, because there will always be a course, there will always be a coach, there will always be something that will tackle that aspect, but it's not going to make a difference in their business.

00:04:35 - Britney Gardner All right, you just hit the nail on the head there and we're off to, like, a running good start on this. All right, so what you said was too often people are working on things that don't matter. And I couldn't agree more. I have worked with a number of clients over the years who come to me and they're like, I've done this, this, and this, but they haven't done what I consider the precursor to all of those things. And I'm like, well, of course they didn't work for you. You didn't do the groundwork. You don't have the foundation to build upon to make Facebook ads work for your business, or you don't have the foundation to make an instagram live series work for your business. Because you haven't done what I would call step A, B and C. You're already on E or F or crazily enough, sometimes even M. You know what I mean? So I'd love to hear you're the finance person. You're the person who helps business owners make sure that they are making money. So obviously you understand that there are tools people have to pay for to allow them to make money, and there are learning opportunities that they will have to invest in. So where's the line? I mean, I know you said you've got to look at whether that program is going to give you real ROI for someone in your very similar situation, but at what point is continually investing too much without seeing results? Well.

00:05:57 - Carla Titus So at the end of the day, if you're not able to track okay, investment A that cost me this much, brought me two paying clients or two leads or two conversations to potentially convert someone to a paying client, customer, product buyer, then you're not doing your job analyzing whether or not that investment was worth it or if it even worked. And I think that is the problem, is we're not connecting it back to, okay, does this investment mean cash in the bank for me? And if so, how long did that take? How much time did I invest in this to be able to make it become cash in the bank? And we're not connecting that line of thinking. We're just doing all the things. And listen, there's nothing wrong with trying new things, right? We are a big advocate of let's go pilot things out, but let's not throw the kitchen sink on top of it all because we don't know if it's going to work yet. Let's go try it as a small scale test. Let's track the metrics, make sure we are getting that conversion, the paying clients, the cash in the bank, and then once we know it works, we can double down, triple down, ten X down on that investment because we know it works. So I'll give you an example. Last year, we tried everything we did, like TikTok and Instagram, Facebook. We tried it all from a marketing perspective to see what worked. And then we went back and looked at our metrics and said, where were the paying clients coming from? Now that we've done all the things and spent all the time and put all the efforts and build all the systems to support ten different ways that we could market, where is it actually working? And we narrowed down to three things out of like, ten that we were trying. And so now I no longer have to do ten. I can do three and be way more effective because I know that is generating the type of results I want to see in the business. And we do the same thing with clients, right? Because at the end of the day, we need to follow where the money is going. We're in business to make money. And if you're not, maybe you have a very expensive hobbit or you're a nonprofit that wants to give back, but they should still make money to make impact. But we need to be able to see, at the end of the day, what is that generating for us? And I think we're just too eager to give our money away to people with courses and such and not think, is this really the Step A I need instead of Step M that you mentioned? Do I have the right foundation to take advantage of this fully and really be critical and assess where you're at? Be very honest with yourself. I see too many people are investing ten times more than they should in their business because they're like, Well, I'm going to get it back, or I need to just invest and make sure that I'm committed. And spending big dollars will always result in big dollars back. And that is not always true. And I think people need to create a budget and think about the allocation of how much they're spending in which areas of their business before they go off and just sign up for all the things. Now you're part of ten memberships and three Masterminds, and hire a content marketing person, and all of a sudden you can't manage all of it because it's too much for one person to do. We're not saying don't do it. We're just saying prioritize and decide when the right time is to do those. You could still do all ten programs and three Masterminds. Just don't do them all on top of each other.

00:09:07 - Britney Gardner I think that's a really valid point. I took a program which all told, cost me just shy of $3,000. I think it was at the end of 2021, maybe fall 2021, and I was able to directly tie about $40,000 of revenue to it over the course of 2022. So obviously good. Yes.

00:09:28 - Carla Titus Yes, absolutely. Great return.

00:09:30 - Britney Gardner Yeah, I was happy with that. I definitely felt like I got my money's worth from that. But I saw a lot of other people taking that exact same program, and some of them might have made their money back, but the amount of time they spent doing it, I would have argued not a good ROI. Because even if they made the $3,000 over the course of the next year, the amount of time they took to go through that program to try and implement what was going on in that program to try and gain clients from it, they would have 100% been at a loss. Not even counting all of the other upsells that I avoided from the people who led that program. They were buying into all of those still not having implemented and made profits with what they learned in the first program. And I look at that. I look at that across the industry, and I think at this point, it's probably more of the norm than doing what you're talking about here. And because so many people are doing it this way, you're like, Well, I didn't receive results from this program, so I'm going to buy this other one, and I'm going to get results from that. And before you know it, they've gone through four programs in a calendar year, and not one of them has had an impactful ROI. Maybe it's had some.

00:10:43 - Carla Titus I see it often, and I think sometimes while we love to see a return on investment from a money perspective, and maybe we want to make sure your time is being utilized well to get results, sometimes it's worth to go through those programs for the lessons learned and to avoid mistakes in the future. So it's not all debt weight if you break even or you don't actually make some kind of profit out of the programs. As long as you're learning and growing and developing a new skill, maybe that has value as well, because now you can apply it. But be very mindful. How many skills do you need to learn in the course of a year with four programs? And do you have the time for that when you're trying to make money in your business? So there's got to be a balance. And I think people are just not looking at that equation the right way on where their time is going. If you're not delivering on client results or taking care of your clients, or selling more product, and you're focusing on the programs that's coming at a cost. Right. Your time is valuable. As a CEO, there's only one of you who can direct the show that has a vision for where you want to go. And where you put your resource of time is just as important as where you put your resource of money. We manage money like we manage time because it's just available. And if you're not paying money for something, you're probably paying time for it. So just be careful on where and how you're giving it that allocation and where you prioritize it. Because at the end of the day, I would love to have more business owners have profitable long term businesses where they're trying one thing and they've committed fully to it, and then they can replicate and do it maybe one more time to get two extra three X the result that they were getting. So master it instead of just move on to the next thing. No, if it's not working, go ahead and move on. But if you are seeing some results, maybe it's about doubling down at that point and really focusing on how do you get even a better ROI the next time around?

00:12:32 - Britney Gardner Oh, I love that. And regarding the time the time it takes to learn a new skill, and then if it is working, if you're starting to see limited results, the amount of time for you to really dive in and truly master it, it's not something people talk about a lot. It's like, oh, yeah, you know that skill. Okay, move on to the next, like you were just saying, right? And that idea right there. I actually changed part of my marketing message in the last six months as a result of that very idea. And it was because of something I experienced last fall. I was looking at possibly taking a program and then honestly saying, you know what? I do not have time to fully engage in this program right now. And it was a program that was going to have live support. So if I was going to do it right, then I was going to miss out on that big draw, that big push was the live support and everything. I would not have been able to fully make use of that. And it was just an honest look at my schedule. I was like, I do not have the time for this. And as a result, in my own business, I started talking about Evergreen Content more, because there is, at any given time, multiple segments of your audience who didn't buy. And I used to look at it just as just two segments, and I've revisited my idea, and I think it's three now. So I used to say, there's the people who bought and then the people who were never going to buy, and then the people who haven't built enough trust up in you to buy yet. But I actually changed it. I added one more segment, and that's the people who did trust you enough to buy. And they were excited to buy, but they did what I've done, and they took an honest look at their life and said, I don't have time or resources for this right now. And that resource might actually be money. There are plenty of people who refuse to go into debt for a program, and thank you. Thank you for being those people. But the other resource is time, right? There are real life situations that would prevent someone from being able to engage and get the benefits of any kind of investment, whether it's a program or not. Maybe they have a major life issue going, and a parent is in their last stages, and they're going to spend time with family. Maybe they're just struggling with something personal and they just need more healing time for something. Maybe they've got kids situations going on. We don't know the intricacies of other people's lives. So I modified my three segments. The buyers, the never going to buyers, and the maybe we'll see. Buyers into four segments. The buyers, the never going to buyers, the maybe we'll see, and the I really want to please don't forget about me. I'm still here. I want to buy next time, probably. And people forget about that. There's a lot of people who want your stuff.

00:15:09 - Carla Titus I'll even add, like, another one, and that's me. I'm distracted, don't have time, and I have to see it ten times before I hit the buy button. And it's not about trust. It's just life is busy and I forget. And then even if I made time on my calendar, which you all should be blocking your calendars, if you have a program you want to attend and you want to execute on because all the goals, ambitions in your business fall short because of lack of execution. So I want to make sure that you're taking action and you're proactively, making sure you're making the time to allocate to a given program and such. But I'm busy. I have a team of five we're working with and it's hard sometimes for me to see an offer on Instagram one day and I'm like, oh, I should really sign up for that. And then shiny object, the kid says something or something happens, I get distracted and I come back to it and it's not there anymore. And I'm like, oh, and then I just don't have the time to look for it, right? So it's like you're ready, you're eager, you want it, but squirrel something happens, takes your attention away from it. So your categories make a lot of sense on people who are already but that's why we have to be consistent and discipline and consistency is what's going to get your results. You got to keep showing up, you got to remind people. And if you think you're selling too much, you're not. Because you know how many offers people have in front of them at any given point in time. In a day, yours might not even pop up for them more than once a month for all you know. So if you're not showing up and you're not consistent and you're not selling, it's not going to happen. You're going to have those people forget about it. And I think something you said about people not going into debt to buy programs and courses, I see it too often because they're expecting a big result to be able to pay all that back. There's a time and place to leverage debt. But my goal as a CFO is always to be very honest with my clients. If you take on this debt, can you afford to pay it? If you get no results, and if the answer is yes, then maybe we will go down that path and leverage the debt and take the risk, because the business owner feels confident doing that. And we have the resources to manage it if they're like. I want to take on the debt, but I don't have a way of paying it back unless this works. It's up to you as your business, but that is a very high risk and we don't want to put you in a bad position just so that you can go after a course sometimes. You know what, you can YouTube things, you can put them together yourself if you have to be resourceful, be creative, because what you do have is time. Maybe you don't have money, but you might have the time to be able to invest in learning that skill. But I absolutely want to go back to emphasizing the need for execution and follow through because that is where all dreams go to die. If you don't have the right execution, either the team or the skill to make sure that you're executing on the day to day of these activities in order to get the most out of those programs.

00:17:52 - Britney Gardner Yeah, time execution, right? Like, we started talking off finances because that's your world. But I love how we're pulling it all together because your financial decisions require input from other areas. And I am, like, the worst about blocking time on my calendar. I will fully admit that right here, I feel like I have so little of it, and then things pop up and it takes it. And I'm like, I started with a little, and now I have less. How did that work exactly? But my husband, he's not a business owner. He works in sales, and he's, like, in customer success. So he helps people make the most of what they're already doing, but that means he ends up in Zoom all day, almost all the time. And he started doing this at the first of the year. He had to clear it with his higher ups and everything. He blocks off a two hour chunk every day on his calendar. I could open it up right now because I have I have access to his calendar because we we co parent sometimes while children are in the house while we're working, you know, and it just says, focus time. And I I love that, you know, like, it's how he gets the actual non talking part of his job done, because it's not all that. And I feel like in any world, right, like your non client time, you're still doing stuff for your work. Like my non content creation for clients time, I'm doing lots of other things. Admin typically takes up at least a third of my time on any given week, and I don't block it.

00:19:17 - Carla Titus Yeah, I've seen people who have managed to successfully line up things in a way that they have a no call, stay right where they can literally just have that white space to even just take the day off for. God's sakes, or to just get work done that they need to focus on at their own time when their energy is up, when they feel like doing it, so it doesn't feel like they have to show up for something, or they have to be on camera or on zoom or even just talk to anyone, for that matter. But they can get work done. And so I think being mindful of where your time goes is just as important of being mindful where your money goes in business. And so we have a big focus around not wasting time and managing efficiently, because that is a lot of the resource waste that goes into paying your staff or others to do things, and you're not getting results for it. So making sure that you're thinking about time as a resource as well, that costs you money because you're paying for it. Even if you're not paying yourself yet, or if you are, your time is valuable. Right. And I think we have such a hard time because we always call it, oh, it's free, or like, I don't pay myself, so I don't cost anything. You're the highest cost to your business. Without you, there will be no business. So let's be very intentional about where we put and allocate our time, as well as where we allocate our money to help grow the business and make sure your business is paying you right. Because I think we're doing a lot of great work, and it's only a matter of time where you become resentful if your business is not providing for you and you're giving it your all. If you're not there yet, just start with a habit of paying yourself something. It doesn't even have to be significant to start with, but as the business grows, start to allocate more of that towards you, because without you, there will be no business.

00:20:58 - Britney Gardner Absolutely. All right, so before we wrap up, what question do you wish people would ask you that? They never do. And as a result, they end up making poor decisions, whether it's financial or otherwise. What's the big thing that you're like? Oh, my gosh, why didn't you just ask me?

00:21:14 - Carla Titus Just one.

00:21:18 - Britney Gardner We'll go with one today. How's that?

00:21:20 - Carla Titus Yeah, I think the one that kind of brings it all together or helps us have a better lens in business is, how do I make this profitable? And that just applies for anything that you do in business.

00:21:32 - Britney Gardner Right.

00:21:32 - Carla Titus It doesn't matter if it's a new program, if it's what you're already doing, because it's talking about how much you're generating and also how much you're spending cost wise to generate that amount, and then what is left? At the end of the day, I see way too many businesses that are not asking that question, like, how do we make this profitable? And they're going into making things that are not making the money breaking even or worse. They're actually spending money to be negative, and they don't even realize it because they're not looking at that margin of profitability and managing intentionally. So you don't want to be overallocating on costs and spending beyond what you're making and want to make sure that you have that focus of, like, how do we make this profitable? So even if it's not today, there should be a path to get to that. And I don't think we asked that question enough because it's much more sexy to talk about revenue and how big your company is. But if you're making a million dollars and spending 1.3, I'm sorry, but I don't want that business and a business that's making $100,000 and keeping 80 of it, I much rather own that than the seven figure business that's losing money every year. So we need to put things in perspective. And the profitability focus is really going to help us compare the health of the business and really help drive the conversation on how do we make sure there's something left there at the end of the day.

00:22:52 - Britney Gardner Perfect. Well, I can't think of a better way to wrap up Carla. First of all, thank you. And if any of our listeners are in need of fractional CFO work, where can they find you?

00:23:02 - Carla Titus They can go to our website, wealthworthwithin.com. We have a contact page where you can book a call if you're ready to talk about how we can come into your team as a fractional CFO for support. If you're not ready for that yet, you can sign up for our newsletter. We send resources and helpful information. We do a lot of podcast interviews and provide a lot of value through education. That is our main way that we help the community and support them. And also you can follow us on social media. Instagram, Facebook, LinkedIn, at, wealthworth within. And we put a lot of really great value, content and education. At least I think so. So hopefully you do, too. And we make it fun.

00:23:47 - Britney Gardner Yeah. No, you're doing it right.

00:23:49 - Carla Titus We try to make it fun because finances can be very boring. But we want you to get excited about having money, keeping money, paying yourself more money, and having a long, sustainable, profitable business.

00:24:00 - Britney Gardner Thanks, Carla. I so appreciate your time.

00:24:02 - Carla Titus Thanks for having me.

00:24:04 - Britney Gardner Thanks to Carla. Again, I appreciate your time so much. I love how we covered how to get the most benefits from the programs you're going to invest in, whether that is a benefit of time, a benefit of money, a benefit of raising your skill set. There are so many different ways to measure the ROI, and I love how Carla not only made sure to mention those, even though she's a financial expert, we even talked about when it might be appropriate to go into debt for a program. And it's kind of gratifying to hear that not all things are completely taboo if you've got a good way to back it up and a good plan for the future. So thanks again and we'll talk more next week. If you found value from this episode, there are two things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it. Odds are you know somebody who needs to hear this message. I do truly believe that a rising tide lifts all boats, and if you help that friend with something that they need to do, we're going to have less crappy marketers out there, which means less scams, and we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever podcast app you are listening to the show on right now. Doing that helps me reach more people. Getting again this same great information out there. And we all make a better, happier, effective and ethical world as a result. Thanks so much. See you next week.

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powered byMusic by Michael De La Torre. Thanks, Mikey!

The post Debunking Financial Myths for Business Growth with Carla Titus #238 appeared first on Content Strategy by Britney Gardner.

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Tired of feeling stuck in the endless cycle of content creation, I stumbled upon a powerful solution that changed my approach forever. But little did I know, this twist of fate would offer much more than I ever expected, leading me on an unexpected journey to discover the value of meaningful content.

In my recent episode of The Know, Like & Trust Show, I delved into the challenge many content creators face: the content creation hamster wheel. This endless cycle of producing content can lead to burnout and decreased productivity. To address this issue, I focused on the importance of measuring content performance and making informed decisions for future content. I shared a step-by-step guide for creating a dashboard to track content effectiveness, emphasizing the significance of visually appealing data for better decision-making. Through my podcast, I aim to help content creators focus on the quality of their work and escape the hamster wheel by implementing effective measurement strategies.

In this episode, you will be able to:

Break free from the endless cycle of content creation for enhanced productivity.
Harness the power of content KPIs to make well-informed decisions.
Leverage a Content ROI dashboard for efficient performance monitoring.
Concentrate on generating high-quality content that drives revenue growth. listen to this contentListen to this episode on:

If you want to ditch the content creation hamster wheel, you absolutely have to know what is resonating with your people and what is not. – Britney Gardner
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Introduction: What is the content creation hamster wheel?The content creation hamster wheel is exactly what it sounds like. It’s you, the hamster, thinking that if you create just one more piece of content you’ll get somewhere. And then you keep going and going, spinning around on a wheel and never making it anywhere, feeling like you can never catch that elusive “last one.”

No one brags about running a marathon on a treadmill!

No one brags about running a marathon on a treadmill! – Britney Gardner
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If you’re looking to slow how often you’re creating new content–you’re in luck. There are three steps we’re going to cover to hone in your content marketing strategy so you feel balanced, avoid the chaos, and actually see an end in sight.

Content creation can be overwhelmingCue the overwhelm and burnout here, because realizing there’s no end in sight is disheartening.

Expanding on the idea of why content creation can be overwhelming, it’s important to understand that creating content requires a lot of time and effort. You need to research your topics, plan out their structure and know how to present information in an effective way. Furthermore, the process of creating content can be very mentally taxing since you need to stay motivated and continuously come up with new ideas.

There’s so much pressure to make sure you create content that is valuable and engaging enough for your audience to read. With all of these expectations weighing down on content creators, it’s no wonder the process can sometimes feel overwhelming.

The content creation cycleContent creators can fall into a cycle of creating and promoting content without measuring its effectiveness due to the increasing focus on quantity over quality when it comes to marketing.

There is an increasing pressure that asks us as content creators to focus on quantity over quality. – Britney Gardner
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Ah, yes, the modern-day struggle of businesses vying for attention in the overpopulated digital world. As a result, content creators may find themselves hastily churning out material without much consideration for its actual effectiveness. This, in turn, can trigger a vicious cycle of producing and promoting content that fails to capture the attention of its intended audience.

In order to break this cycle, content creators must take the time to measure their success by tracking key performance indicators (KPIs) such as website visits, click-through rates, and shares on social media platforms. By taking the time to assess the success of their content, they can then make adjustments in their strategies in order to create more effective pieces that will capture the attention of their target audience. Additionally, content creators should look at how their competitors are measuring the performance of their own content in order to gain insights into what works for them. You’ll be left behind if you aren’t measuring your results and others are.

Using these tools and insights may help content marketers break free from the creation burnout cycle of creating and promoting content without measuring its effectiveness.

Key Takeaway:The hamster wheel causes burnout–and you’re not serving your people well when you’re overwhelmed and tired.

How to break out of the content creation hamster wheelBreaking out of the content creation hamster wheel requires a clear plan of action.

Choose a way to measure your content’s effectiveness. Specifically, find a way to automate as much of the measuring process as you can.
Learn how to “read between the lines” of data and make insights with the numbers. Otherwise, you’ve just got a fancy spreadsheet.
Start multiplying your efforts and reuse content that’s performing well–and you’ll step out of that hamster wheel.
Additionally, leveraging tools such as analytics or AI-driven recommendations can assist in streamlining the process and reduce time spent on mundane tasks.

Viola! You’re no longer tied to creating new content and you’re getting off that treadmill.

Understanding Content Measurement and MetricsAhh, the ever-important topic of content measurement and metrics. These are the trusty tools that content creators (read: anyone using content to market their business) use to keep tabs on how well their material is performing and gain a deeper understanding of its impact. They are used to measure the success of online content initiatives, track user engagement, identify opportunities for improvement, and adjust strategies as needed. Content measurement involves gathering relevant data points such as:

page views
click-through rates
time on page
shares and saves
organic search rankings

Metrics are then calculated from these data points and used to assess the effectiveness of content.

Commonly used metrics include:

reach
engagement rate
conversion rate
cost per acquisition (if paid)

By applying content measurement and metrics to ongoing campaigns or pieces of content, marketers can make better decisions about which types of content work best for their audiences and how they should be promoted in order to get the desired results.

The importance of understanding and analyzing your content performanceUnderstanding and analyzing your content performance on a regular basis is key for understanding what type of content is resonating with your audience. By getting feedback from your viewers, you can make the necessary changes to increase engagement and reach.

If you want to ditch the hamster wheel, you absolutely have to know what’s resonating and what is not.

Analyzing the data also helps inform decisions about when and how often to post certain types of content. This can help to increase effectiveness and ensure that you are getting the most bang for your content buck. Additionally, monitoring content performance helps identify potential opportunities that could be explored further – such as new formats or topics that might attract more attention than what is currently being posted.

If you’re going to spend time creating content, you have to tie it to some kind of earnings. – Britney Gardner
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Using tools to measure your contentIn order to gain valuable insights into the performance of your content, it is important to use tools that measure and track it. These tools can help you understand which pieces of content are resonating with your audience, and which are not. Additionally, they can provide you with detailed analytics on audience engagement, such as how many people have viewed or shared your content.

In-app content measurementMost social platforms have some form of analytics you can access for free. Some platforms, like Instagram, will require you to use a business profile to see them and this is well worth the switch. You’re going to want to measure how many shares and saves a post receives, how many profile visits (for Instagram this is the only way to measure click-through rate), and you may also want to measure impressions or comments.

Third-party content measurementMost social media schedulers like Buffer, Later, and Metricool have built-in analytics that aggregate your chosen social platform data into one place. This is an important time-saving function! Realistically, though you can log into three different platforms to check your stats, you’ll not regularly do it.

Making things accessible means you’re more likely to actually do it. – Britney Gardner
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Seeing your data all in one place means you’re more likely to regularly do it. As we’ve already covered the importance of knowing your numbers when you do create content, making it easy matters.

Creating a Measurement DashboardNow that we’ve acknowledged the importance of seeing all your numbers in one place, you can see how having your social numbers and your website numbers together would aid your content strategy even further.

Whether you’re using Google Analytics or one of their competitors, there’s always been an embargo between social data and website traffic data. UTMs can bridge the gap, but you still can’t see what ties to what–until now. A content measurement dashboard brings all these things together.

Key Takeaway:Having all your numbers in one place means it’s less likely you’ll procrastinate when it’s time to look for them.

Setting up a content measurement dashboardSetting up a measurement dashboard involves many steps.

First, the data related to the key performance indicators (KPIs) must be identified and collected from multiple sources.
When I create a client’s Content ROI Dashboard in Looker Studio, I use several things called data connectors so I can pull in analytics from Instagram and Facebook, for example.
After all of the necessary data is gathered, it must be filtered and organized into meaningful categories so that it can be effectively analyzed.
I also compare and contrast certain platforms against each other, which can only be done by filtering.
Once all of the data is in an organized format, visualizations such as charts or graphs should be created to present the data in a format that is easy to understand.
I use pie charts to break up the numbers and visualize where viewers are coming from. Typically, I also brand in a client’s colors.
Finally, these visuals should be incorporated into a user-friendly dashboard with built-in filters and customizable settings so that stakeholders can get real-time insights into their KPIs.

How to use a dashboard to assess your content performanceContent insights are essentially “reading between the lines” of the data so you can get off the content creation treadmill. Why did one post perform better on LinkedIn last week than another? Why is this YouTube video on my favorite topic not getting the reach as these other three videos–what’s different and what’s the same? Why didn’t the Instagram post I labored over for 45 minutes do anything?

And hey–if you don’t like data? That’s fine. I can manage the data so you don’t have to. But I need the data to provide guidance on beefing up your content strategy so it’s actually doing some heavy lifting in your business.

Content insights help marketers to understand the minute details of their content and campaigns.
By examining the data, such as likes, shares, views, etc., marketers can begin to develop an understanding of what their audience responds to and how they can improve future content.
Content insights also allow marketers to draw comparisons between successful and unsuccessful pieces of content. Through this analysis, trends in engagement, audience preferences, and even competitor strategies can all be picked out.
Content insights provide answers to questions like “why did one post perform better than another” or “why did this podcast episode get twice as many downloads as other this month?”

Armed with these answers, marketers are able to make effective decisions when creating their next piece of content or campaign.

Taking Action Based on Data and InsightsOkay, you’ve waded through all the data talk. Here’s the thing: let’s get to banishing that content creation hamster wheel for good by choosing which topics that will repeat well as part of your evergreen content strategy. Old content doesn’t have to stay old!

What type of content works for you?Data and insights from a measurement dashboard can be used to improve content performance by identifying areas where there is room for improvement. The dashboard’s key functions should be to generate insightful analytics reports that shed light on how each article or piece of content is performing. After all, what’s the point of creating content if you don’t know how it resonates with your audience?

Analyzing this data can reveal patterns that:

give an idea of which topics resonate most with the audience
what type of content is performing best
what time and day works best for publishing, etc.

Armed with this knowledge, content creators and marketing teams can adjust their strategies accordingly. For example, if the data shows that long-form articles are performing better than shorter ones, then content creators can focus on writing longer articles or creating more in-depth resources. Additionally, marketers may decide to post these longer articles at certain times when readership is higher. Founders can improve their content performance over time by reviewing the data regularly and making changes based on what it reveals.

It’s time to multiply your efforts and reuse contentOnce you know the topics that your best client target loves, it’s time to multiply that content by repurposing it. This is where you get off the content hamster wheel!

There are three ways to repurpose content:

Recycling the key idea and pairing it with new examples or hooks
Regurgitating what you’ve already posted–this gets it in front of new eyes that just found you
Reusing content in new ways to make it relevant for another platform (like the difference between YouTube content and Twitter threads)

Your dashboard will provide you with the content insights showing not only what topics your people prefer, but also what formats–some businesses lend really well to short-form content on TikTok and others want a detailed blog post. You may not be able to use all three repurposing “R’s” on each piece, but you have a plan right there in your dashboard data.

Key Takeaway:You don’t have to stay stuck on the content creation treadmill. You can get off anytime when you’re paying attention to patterns and taking action on them.

Creating better content in the futureData-driven campaigns are becoming increasingly important in the marketing world. By leveraging data, visionary online business owners and their teams can streamline their content creation process and target their audience better. This, in turn, leads to their audiences making better and informed decisions about working with them. From there, your content production leads to better results for both you AND your clients.

To create a successful data-driven campaign, there are several steps to consider:

Understand your client – As with any type of marketing campaign, it’s important first to understand the demographics of your customer base. Analyzing your past sales data or survey results can help you gain insights into customer interests, motivations, needs, and behaviors.
Set clear goals – It’s also important to have specific goals in mind for each campaign so you know what metrics need to be tracked and measured throughout the process in order to determine success. Goals should be SMART (Specific, Measurable, Achievable, Realistic, Timely) and tie back to quantifiable objectives such as increasing engagement rates by a certain percentage or increasing website traffic from a particular source or platform.
Utilize current technology – As customers become accustomed to receiving personalized messages and offers across multiple platforms in real-time, companies must utilize up-to-date technology and tools for tracking

ConclusionHoning in your content strategy through the measurement of content is the only way you’ll step off the content creation hamster wheel. By measuring your content, you can step off the treadmill of continuously producing new content without having any real understanding of whether it is resonating with your readers. Instead, you’ll be able to make data-driven decisions about what type of content should be produced and how it can be promoted to maximize its reach.

Let’s talkQuotables:

Data. Honing in your content strategy through the measurement of content is the only way you’re going to get rid of that content creation hamster wheel for good. – Britney Gardner
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Resources Mentioned* Content ROI Dashboard * Evergreen + Elevate

Music by Michael De La Torre. Thanks, Mikey!

The post How To Avoid The Hamster Wheel Of Content Creation #237 appeared first on Content Strategy by Britney Gardner.

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When content marketing for established online businesses becomes automated… a savvy content creator must use AI tools to streamline their research process while still adding their own unique personality to the content to stand out from the crowd and build trust with their audience.

We’ve got a comprehensive review that will show you how AI content generators can totally revolutionize your content creation process. We’ll delve into the exciting world of using AI to generate content, weighing up the pros and cons, and exploring how it can “streamline” your content creation process (because who doesn’t love corporate buzzwords?). So buckle up and get ready to be dazzled by the wonders of AI-generated content!

We’re going to cover the following:

The pros and cons of generative AI content creation–and whether it will replace a bunch of “our” jobs.
I’ll review four different AI content creation tools and two additional tools that are specific to podcast content creators.
My big concern around AI content and where we’ll go from here.

Don’t create something just to create it – make sure you’re actually saying something worthwhile. – Britney Gardner
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listen to this contentListen to this episode on:

Highlights in this episode:* [00:00:06] We’re going to cover what AI content creation tools are, how they can be applied to your marketing strategy. I’m going to review some of the top AI content generators on the market today. * [00:02:08] Using a tool for content creation can help your business scale your content marketing efforts. * [00:03:55] Generative AI content writing tools are not going to replace us humans just yet. We still have some unique skills and talents that robots just can’t replicate yet. * [00:06:11] It is easier to write a basic article with AI than it is to write it on your own. [00:10:39] There are other ways you can use AI to help your writing that don’t actually involve writing. * [00:11:23] Some semantic tools used as a content assistant can optimize your content so it’s easier to rank well. * [00:13:14]I am reviewing four long-form content generators and two that are podcast specific. * [00:14:32] With Neuron Writer you’ll be hand-holding it throughout use so it will take longer. * [00:16:24] Content At Scale and Scalenut * [00:19:18] Two podcast-specific AI writing tools. Capsho and Swell AI are aimed at podcasters. * [00:21:31] I just reviewed six different AI content helpers for your business. Unlock The Power Of AI Content Generation: Review of 6 Popular AI ToolsAI-based content creation tools are ~~slowly~~ making their way into marketing world, and marketers are using them to produce blog posts, social media posts, email copy, and more with a touch of a button. Or, at least, that’s the promise of these content generator tools. They’re designed to handle a creator’s most time-consuming tasks, allowing them to focus on the creative aspects of content creation.

If you’re itching to dip your toes into the world of AI-powered content creation but don’t know where to begin or which tools are worth shelling out your hard-earned cash for, then listen up! You’ve stumbled upon the perfect spot to get your bearings and figure out your next move. In this blog post, we’ll cover:

what AI content creation tools are
how they can be applied to your marketing strategy
review some of the top AI content generators on the market today
how they aid in writing high-quality content
which long-form AI-generated content tools also create social media content

What’s the Deal With AI Content Creation?GPT-3, a machine learning approach built using internet data to generate any type of writing, is an Open AI project. While AI has been around for a while, it’s ChatGPT that really made it a mainstream idea. AI has the potential to assist content creators at all stages of the creative process, and it’s no longer a far-fetched idea from a 90s film.

Using AI tools for content creation can save you precious time and money. (And who doesn’t love that? I mean, I use this as a major selling point for multiple parts of my biz.) With AI content creation, you can create top-notch content quickly and with ease while still being able to cut costs on your marketing efforts. But, of course, you have to know when to let the robots take the wheel and when to stick with what’s been working for you so far.

There are a number of benefits of using AI tools in content creation. For starters, these tools can save businesses and professionals time by automating the creation of content using a template. Popular AI templates are available on multitudes of platforms (Jasper AI, Copy AI, etc.) for:

AIDA and PAS copywriting frameworks
social post captions
short-form video ideas
analogy providers (I use these a lot!)
blog title generation that hits SEO keywords or blog title generation that creates buzz
rephrasing a paragraph
marketing copy FAQs
bullet point expanders

Moreover, using an AI content creator tool opens up the possibility of reformatting existing content to fit various communication mediums (aka repurposing) with ease. This allows businesses to use content across various media without having to invest in a team of marketers or copywriters. Turning a podcast into a three-point Reel shouldn’t have to take a half hour! Using a tool for content creation can help businesses scale their content marketing efforts without investing heavily in human resources or hiring a marketing manager.

Will Generative AI Content Writing Tools Replace Us?AI content generation tools are a godsend when it comes to streamlining the content creation process. But let’s be real here–they ain’t gonna replace us humans just yet. Not completely, at least. We still have some unique skills and talents that robots just can’t replicate… yet. So, while these tools can definitely make our lives easier, let’s not get too carried away and start thinking we’re all gonna be replaced by machines any time soon, okay?

AI content creation tools are a godsend when it comes to streamlining the content creation process, but they are not going to replace us humans just yet. – Britney Gardner
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While AI can help mimic the tone and respond to requests to write something in a sarcastic tone versus a friendly tone, it can’t yet look at a body of work and continue that brand’s thought leadership. And thank goodness! I really like Jay Acunzo’s take on the outcry around generative AI–the problem isn’t that it mimics people so well. It’s that people–us, the content creators–are acting like robots.

As a content writer, it’s important to use a tool that is suitable and able to satisfy your needs. But one of the things that make you YOU is your ability to form authority opinions. It’s your ability to plant your flag and say, “This is what I stand for!” You’ll have to continue adding that element into your content on your own.

In the long term, artificial intelligence will undoubtedly be a part of content creation, but not all of it. It is essential to use a tool that provides high-quality writing without compromising on quality. We’ve all seen the articles talking about Bing’s chat demanding the user love them and GPT-3 making up quotes people have never said. We’ll cover plagiarism and AI detectors later, but for now, I’d suggest running anything you create through both of these–possibly two of each–before publishing.

Where AI content generation tools are winning right nowRight now, it’s easier to write a basic article on something with AI than it is to write it on your own–both from the time perspective as well as the research. Here’s a post I shared on LinkedIn last month:

Last night I was reading a fiction book. It kept referencing Wuthering Heights. Now, I love to read–but somehow I’ve never read Wuthering Heights. And since I don’t have any intention of changing that soon, I quickly googled “quick and dirty summary of wuthering heights.”

What I got was a bunch of mini-novels in terms of blog post lengths. Even the google snippets I was served weren’t helpful–they mentioned the two main character names (which I already knew), the author, and the setting of the novel.

I hopped over to ChatGPT, asked for a three-line summary of the major plot points, and got exactly what I needed.

That’s the thing about search–it’s hard to guess the exact intent of your audience. But you can tell ChatGPT your exact intent and it delivers.

And since I also wanted the real meat of the story–so I could understand the novel I was reading better–I asked it to tell me the plot sarcastically in one sentence.

Wow did it deliver:
“So, ‘Wuthering Heights’ is basically a heartwarming tale about a man who, after being adopted by a wealthy family, falls in love with his adopted sister and spends the rest of his life seeking revenge against everyone who wronged him, while also haunting their descendants for generations. Feel-good stuff, really.”

What’s the lesson? Make your content easy to navigate and decipher or your audience will keep on scrolling by…

Where AI-powered content tools are missing the markAny topic that requires nuanced thinking is a topic I wouldn’t even consider running through an AI writer. If I wanted an elaborate compare-contrast between Wuthering Heights and whatever modern equivalent book is out there, though, I’m sure all the AI writing tools would fail miserably. Similarly, the nuanced thinking that makes up The Personality-Driven Marketing Machine framework I use for my clients’ evergreen content plans is something an SEO content tool wouldn’t be able to touch.

This is something you have to write on your own–or at least hire a trusted freelancer that knows your business to help you with. Your proprietary information wouldn’t be so proprietary if an AI tool could just whip it up.

You also don’t want to, as my friend Eliya Finkelstein says, outsource your critical thinking to AI. She and I had a long text chat over an article we saw that shocked us–people suggesting you take your current Google Analytics traffic results, plug them into ChatGPT, and ask the chat to tell you what else to write about. Bad idea!

Your proprietary information would not be so proprietary if an AI tool could just whip it up, so don’t expect it to. – Britney Gardner
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Streamline your research processSo where could you use AI writing assistance in your content creation if not talking about your IP? Why am I talking about it if I just told you not to use it for the majority of your business?

To begin with, Generative AI content writing tools can be used to streamline your research process and produce a good first draft. They can help you quickly find and compile relevant information in a short period of time, like we did with Wuthering Heights. ChatGPT, for example, enables users to type a keyword into a search box and instantly receive a list of relevant content. Sourcing quality content using these tools is easier than it is using traditional search engines, which require users to manually search for and find relevant content.

Another important benefit of using AI writers is that they are often able to generate content quickly on a topic. This can save time and resources when conducting a quick search online or writing an article quickly. However, it’s also important to recognize that there are potential flaws in content generated by artificial intelligence writers. So make sure you fact-check thoroughly before publishing anything generated by a machine.

AI-based content creation tools outside of writingBy using artificial intelligence, companies can generate a variety of content types, such as text, images, and videos. This can help businesses market their products, services, and ideas in a more engaging way. I’m primarily talking about text-based content in this article, of course. Does that mean there aren’t great AI content generators for other purposes? Of course not! I’m using Midjourney to create images that aid my long-form written content and considering tools like Plot.io if I decide to take my podcast into more of a video direction in the future.

Additionally, artificial intelligence can automatically add media, such as images and hyperlinks, to generated content to enhance the quality of the content. I’m using some of the tools below to suggest other content already on my site to interlink. Whether you’re writing a blog post or preparing a presentation, using AI to augment your content creation can streamline the process and help you get work done more efficiently.

I paid $17 to get this–along with 99 other portraits I’ll never use. In this case… the outfit is all wrong even if my face is decent.My big concern around the use of AI contentWhen I look at how I use AI to generate in my content creation process, I (currently) use it to create pieces that have good breadth. I’ll cover tools in just a bit, but Neuron Writer and Scalenut both give a number score as I write and edit. My writing style doesn’t naturally lend itself to fantastic SEO rankings, so I do pay attention to these scores.

AI can help me move from a score of 40 to a score of 60–quite easily–but if everyone starts doing that to support your content creation, then the goal is no longer 60. It’s 70. Then 80. Using these semantic tools as a content assistant or to optimize your content makes it easier to rank well–especially when it’s already good and already has your thought leadership baked in–yes, but where’s the race going to lead?

It’s why I stress editing your content output heavily when you use AI content generation. Keep the YOU in it. An AI copywriting tool can’t mimic that yet. If more are more content marketers see the ease in these tools, the internet is about to get even more crowded and even noisier. If you’re going to contribute to the noise, for the love of God, contribute something worthy!

Key Takeaway:AI content creation won’t come swooping in like a thief in the night to steal your job as long as you keep injecting some good ol’ fashioned “you” into your content. But let’s not ignore the fact that learning how to use AI tools alongside your current methods will give you an edge in the market and make you a lean, mean, content-creating machine.

AI Content Creator Tools You Can Use TodayLet’s talk about the magic of AI content creation tools. These bad boys can whip up first drafts of long and short-form content in no time flat, and not just any content, but content that’s engaging, accurate, and of top-notch quality. If you’re feeling adventurous and want to give these tools a whirl, I’ve got your back. I’ve either used these tools myself or had a trusty pal walk me through ’em. Plus, I’m throwing in a couple of podcast-specific tools to give you an idea of their potential for your own content biz and to showcase the sheer power of AI when used for a specific purpose.

The tools I’m reviewing here are primarily for long-form content and are specific to writing. Even the podcast tools are designed for the content writing that goes along with marketing a podcast.

My review criteria (and who didn’t make the cut)There are too many AI writing tools out there for me to test and review them all. That said, I’ve used (or seen a close friend use) several that piqued my curiosity enough to either trial or buy an inexpensive lifetime deal to really put it through the paces. Here are some of my criteria to even test:

The AI content generator tools should offer a range of options and templates to choose from–unless they’re intended for SEO blog writing only.
They should also ensure the quality of the content is consistent, original, and creative.
They need to pass artificial intelligence detectors and plagiarism checkers! Bonus if those tools are built into the software.
Tools must be able to understand the emotional tone and needs of the target audience.

I’ve previously mentioned Outranking and CrawlIQ on my podcast, but I’m not including them in this official review because they lost my trust. I bought them both last year and they have not honored lifetime deals. They got tricky with language, and I’m sure they passed the lawyer-speak test, but they’ve not honored the spirit in which they sold those deals, and all the currently useful features are embargoed for lifetime holders. In addition, neither of them have a pleasing UI. They’re both clearly made by techies.

I also chose not to review tools like Jasper AI, Peppertype, or WordHero. These tools are great for ideas for your content and very short posts less than 700 words or so, but they don’t compare to the tools I’m going to review.

Neuron Writer: content optimization with semantic SEONeuron Writer is a content creation tool that uses natural language generation to create content in a human-like manner. This tool requires additional human input for content. It’s not going to be the option where you press a button and receive a 2,000-word article five minutes later–nor is it intended to be!

Neuron Writer performed the best for talking in my own tone of voice and including other ways of saying keywords. They call these NLP terms–and simply seeing the suggestions help me see other ways my audience might word a search request. In the article I wrote to accompany my interview with podcasting mentor Jeremy Enns, for example, the keyword I targeted was “how to build trust.” Some of the primary suggested keywords to include in the article were “foundation of trust” and “ways to build trust.” Some extended keyword suggestions were “strategies for building trust” and “basic level of respect.” I found these suggestions to be very helpful. Even though I wasn’t intending for this article to be an SEO heavy-hitter, some basic help was great.

However, depending on the type of content you’re creating, it may take a long time to produce a post using this tool. Long-form content like blog posts will take a while to create–much like writing manually. It’s the main reason I continued my search after finding this tool, even though I’m finding I like the other functions of Neuron Writer the best:

NLP terms so keywords don’t feel like spam, but natural language in a piece of content
Easy way to see how much breadth I cover in my headlines versus text
A “score” to beat and a best-practice score

NW also generated content that was both engaging and relevant to my niche. Overall, Neuron Writer is a powerful tool for creating high-quality articles using AI machine learning. I just wish it didn’t take so long to use.

Pros:* provides the most control for the content and tone of your article * the NLP keyword suggestions feed my creativity

Cons:* by far, the least generative–you’ll be handholding it throughout use

Using these semantic tools as a content assistant to optimize your content makes it easier to rank well. – Britney Gardner
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Content At Scale: SEO-Focused Content PublishingAI-powered content creation tools can be great. However, they can be expensive and time-consuming to use. For instance, a popular content creation tool known as Content at Scale starts around $150 a month, though it’s one of the least time-intense of the tools I’m reviewing here. Content creators need to decide if time or cost is more important to them.

I first heard about Content At Scale from Julia McCoy, a previous podcast guest of mine who now works for them. She’s done a fantastic job of providing demos of the software, and I think this will be one of the big contenders moving forward. You will create better content in less time. I haven’t personally put this tool to use, but I’ve seen hands-on demos from friends and colleagues that impressed me enough to want to include the review here.

Because it wasn’t created by a bunch of boring coders and developers–no offense, guys–but by a group of savvy marketers who know exactly what content-forward businesses need to succeed, they have a few unique content add-ons. One of these is the ability to add a CTA throughline to the post, which can help generate more leads for your business or marketing campaign, and another is that it pulls out Key Takeaways for you. It also has a user interface that looks, shall we say, a whole lot nicer and less code-y than some of the other tools.

Pros:* feels easier for marketers (rather than techy SEO people) to use * meant for marketing

Cons:* the most expensive of the bunch * the only one that doesn’t offer a free trial of some sort

Hypotenuse: Ai writing assistant and text generatorI found this one through my friend and previous podcast guest, Jordache Johnson. He’s deep into Web3 and AI and put together a huge list of AI-related tools. Hypotenuse is a tool that can be used to automate content writing. It produces good articles with little or no effort on the user’s part. It has a variety of artificial intelligence-driven services, including a blog assistant that can automatically generate blog posts, a sales assistant that can help with sales copy, a story assistant that can write excellent narratives, and a content generator that can automatically produce content using natural language processing and artificial intelligence.

Hypotenuse was the closest in feel to Content At Scale. However, it came up short in support and customer service. This tool is still a good choice for those looking for automation tools for content creation.

Pros:* quick article generation that felt like an easy read * has a built-in art generator for images that go with your blogs

Cons:* buggy; I couldn’t get it to work the first day, and it was because their system was down

Key Takeaway:Is saving time or saving money more important to you? Whether you choose one of these AI-powered tools or a different one, weighing the benefits that matter to you will be the deciding factor.

Scalenut: AI that powers your entire content lifecycleScalenut is a tool that can help content creators brainstorm ideas and produce high-quality articles in a short amount of time, too. With Scalenut, users can use the Topic Clustering tool to generate SEO-friendly content ideas, and the Cruise Mode to create long blog posts in a few minutes.

When using Scalenut, users can specify a keyword or topic they are interested in writing about, and the tool will suggest SEO-friendly ideas using a machine learning algorithm. Ultimately, Scalenut provided me with the best quick output that still followed my outline, rather than just SEO content–the main reason I’m calling this one a win.

Pros:* the best balance between auto writing and an outline I get to control

Cons:* a bit to SEO techy for many without easy descriptions of why it would matter to me

Podcast-specific AI writing toolsI don’t want to leave out the first tools that showed me there was hope for AI content generation tools with a specific use case–and the first one I truly felt was worth the money is Capsho.

Capsho: AI copywriting software for podcastersCapsho is a content generation tool that helps podcasters (and now video creators) create marketing pieces around their podcasts. With Capsho, users can create a custom content strategy and use the tool to generate transcripts, blog posts, social media copy, and more. One of the big benefits of Capsho’s content creation is that I can choose a content purpose–do I want a social media post that’s more educational or do I want it more promotional, for example.

I love how easy it was to get started with Capsho–I just had to sign up for an account, and I uploaded straight from my Dropbox. After that, I could choose what content I wanted to be generated and when I wanted it delivered. Also, their transcripts make me look good–it removes my verbal tics!

Pros:* you can build your own show notes template to streamline creation * definitely meant to market a podcast and help with podcast repurposing * the founder team is incredibly responsive; they care

Cons:* it’s a hefty monthly fee for how I use it ($90/mo) for a podcast each week * some of the verbiages is much less natural than other AI tools like Neuron Writer or Hypotenuse.

Swell AI: Automate writing podcast show notesSwell AI is another tool meant to streamline the podcast marketing process. Like Capsho, it includes show notes, social media posts, and transcripts. Unlike Capsho, it uses ChatGPT to generate the social posts; they’re not premade, so it’s another step, but the verbiage feels more natural–and you can tell it to generate in a specific tone you enjoy. Swell AI also included short, punchy topic timestamps in the show notes area, one of the features I really enjoy. They don’t provide quotes, though, which is why I wouldn’t end up paying for a subscription.

Pros:* uses ChatGPT to create the social post so it sounds friendly * generates up to 10 titles at one time for the podcast episode * free plan (only one upload a month)

Cons:* doesn’t include quotes from the episode

Key Takeaway:Look for what you’re already doing around podcast marketing and choose the podcast AI content tool that will save you time, rather than add on things you’re not already doing.

Frequently Asked QuestionsWhat is the best AI content generator?The best AI content generators really depend on the needs of the individual using them. Different applications have different capabilities – some are tailored specifically for blog writing, others for sales copy and email content creation, and so on. It’s important to take a step back and assess all of your content-related needs before jumping into a tool. Machine learning and content are moving forward hand-in-hand. For my business, I’ve found a combination of Scalenut and Neuron Writer to be the most helpful AI-generated tools. Scalenut is great for blog-style content generation, while Neuron Writer does a great job at helping cover your topic in depth without keyword stuffing. They’re both intuitive tools that make content creation a breeze, even for those who aren’t natural writers!

That said, blog article writing is a very different ballgame than writing a high-converting sales page copy, so if you need a tool that’s more specialized in that area, then you may want to look into other options.

How do you use AI in content creation?AI content creation tools use natural language generation to write content in a way that is similar to how a person would. The tool requires a prompt, which could include topics, tone, length, and any other preferences regarding the content. After inputting a prompt, the AI content generator searches the internet and pieces together copy fitting with the requested format.

In addition to using natural language generation for content creation, artificial intelligence can also be used to improve existing content. AI content creation tools are able to examine a piece of content and identify ways it could be improved or optimized. This can include using keyword extraction to surface relevant words and phrases, as well as using sentiment analysis to detect emotional language.

ConclusionAI content generation tools are a boon for content writing. While they can’t replace a content creator, using artificial intelligence for content creation can augment a writer’s work by cutting down the time required for research and writing high-quality content faster. Use the AI content writer tools reviewed in this article to see if there’s a way to make your creation process more efficient!

Let’s talkResources Mentioned* Evergreen + Elevate

Music by Michael De La Torre. Thanks, Mikey!

The post Harness AI for Content Creation: Musings and Reviews of Generative AI Content Tools #236 appeared first on Content Strategy by Britney Gardner.

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Lauren Wood is a website expert and certified master marketer specializing in getting her clients seen and noticed online. She and host Britney Gardner discussed how to boost SEO in little areas, leading to a conversation about Omnichannel SEO. Understanding it is key to helping businesses transition from a brochure-style website to one that builds trust and moves customers through the buyer’s journey.

To do this, Lauren suggested taking existing work and placing it in effective locations, while also providing quick and easy answers to people’s questions. She also emphasized the importance of repurposing content to various platforms, calling out the need to balance providing a brief summary of a topic while still providing a subtle call to action. With this, Lauren is helping businesses get seen and noticed in the digital age.

You will learn the secrets to successful omnichannel SEO and how to skyrocket your brand’s visibility!

Content doesn’t have to exist in a vacuum or in silo, as a business person might say. It exists all around us and the more we weave our ideas through it in various different forms, the better results we’re going to get. – Lauren Wood
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My focus with my clients when I give them web designs is not like, here’s your beautiful website. It’s, how do I drive traffic to my website, and how do I get myself noticed? – Lauren Wood
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Highlights in this episode: [00:01:30] Guest intro: Lauren Wood, a website expert and certified Master marketer * [00:02:10] How can you boost up your SEO a little bit in little areas? * [00:02:49] SEO is not just the blog on our site. * [00:03:47] How can you take the work that you’ve already done and put it into a practical situation outside of that Facebook group? * [00:05:58] The idea of Omnichannel SEO as a term * [00:14:49] You need to be analyzing the traffic that’s coming to your site and where are they going. * [00:18:10] Helping people go from freelancers or virtual assistants and are specializing. [00:19:01] Content doesn’t have to exist in a vacuum or in silo. The Power of Omnichannel SEO: Mastering Your MarketingAre you looking for ways to master your marketing game? If yes, then you need to understand the power of omnichannel SEO. In today’s digital world, businesses that are not adapting fast enough are becoming marginalized. The rise of omnichannel marketing is the ultimate way to put your client first*. I still recommend focusing first on one platform–but with the knowledge that now businesses are trying to reach them on every single platform they use!

It’s like they’re saying, “Hey customer, we know you’re busy, so we’re gonna make it as easy as possible for you to find us, no matter where you are!”

In this blog, we’ll discuss why it’s important to have key elements of an effective omnichannel SEO strategy and how to get started with it. We’ll also share some actionable strategies that you can implement to boost your omnichannel power and how an effective SEO strategy can impact your business goals.

It’s like having your very own genie in a bottle that can grant you visibility, trust, engagement, and conversions with just a flick of its wrist! Let’s dive right in!

SEO & Omnichannel MarketingSEO alone is no longer enough to attract consumers to your business. To become truly effective, SEO needs to integrate with other channels to become omnichannel SEO. More and more, consumers are conducting online research before making a purchase, with 81% stating they do so before buying large-ticket items.

Proactive omnichannel SEO can help you to stay ahead of the curve in promoting your business to potential customers, ensuring you get the traffic and engagement you need to succeed. An effective omnichannel SEO strategy can also help businesses:

increase traffic
establish trust AND engagement with your best clients
boost conversions
build brand loyalty

Why is it important to have key elements of an effective omnichannel SEO strategy?You cannot underestimate the importance of having those key elements in your omnichannel SEO strategy. It’s like having a puzzle, and you need all the pieces to make it work. When you have a cohesive digital strategy that connects all the different channels, you can reach your audience on every single level. It’s like you’re in their heads, man!

An omnichannel approach means we’re talking online, offline, in the ice cream line… You bring it all together to drive traffic and make your customers’ experiences better than ever. It’s like you’re creating this seamless world where customers can go from one channel to another without missing a beat. This, in turn, leads to higher sales and revenue. Optimizing local SEO (Search Engine Optimization) with an omnichannel approach can improve both online and offline traffic.

Boost your omnichannel powerIt’s time to get on board with an SEO strategy–and since we’ve already talked about why omnichannel is the way to go, let’s get on with the “how” of all this. It the key to maximizing your online presence and reaching your target audience and it requires:

understanding how search engines work
developing a comprehensive keyword strategy
and creating high-quality content that will rank well in searches

To boost your omnichannel power, it’s essential to:

Track your progress and measure the success of your efforts using analytics.
Developing a strong presence on social media channels can help drive more traffic to your website and increase brand awareness while creating backlinks from other authoritative websites will boost your rankings and drive more traffic.
Most importantly, staying up-to-date with the latest SEO trends and techniques is crucial to staying ahead of the competition and maximizing the power of your omnichannel SEO strategy.

By following these steps, you can master your marketing and take your online presence to the next level.

Strategies to Implement an Omnichannel SEO ApproachOmnichannel marketing is the future of SEO, so… it’s essential to make sure your company has a solid omnichannel SEO approach in place. You want to be where your clients are, right? And you want to put their experience first?

Streamlining the backend operations such as inventory management, order fulfillment, and payment processing will make the process work smoothly. If implementing an omnichannel SEO approach feels overwhelming, consider hiring an expert to help. Remember that investing in omnichannel SEO will pay off in the long run, both in terms of increased traffic and revenue.

Identify the platform you are most comfortable with and start there.To successfully implement an omnichannel SEO approach, it’s important to first identify the platform you are most comfortable working with and start there. This is because it allows you to focus your efforts and create content in a place that you are already familiar with. Knowing what kind of content you like to create means you’re more likely to consistently produce it, making it easier to maintain a strong online presence.

For example, if you are comfortable using Instagram, then you can start by:

creating content on there and using hashtags to make it searchable
then copy that same content to other platforms such as YouTube and TikTok to reach a wider audience
repurpose your content for different styles, such as creating a carousel post for Instagram or a five-second clip for TikTok.

Additionally, it’s important to focus on creating content that is tailored to your target audience and will meet their needs. This means providing quick answers to their questions and having a subtle call to action that encourages them to visit your website to get more in-depth information. Doing this will help you to build trust with your audience and generate more traffic to your website, thus increasing your SEO ranking.

This involves understanding your customer journey and conducting an SEO audit to improve your ranking and visibility. Additionally, it’s important to keep in mind that search is often the primary activity consumers engage in before making a purchase, so conducting independent research and ensuring consistent messaging across paid search ads and website content isn’t something to ignore.

You’re unstoppable when you’ve got your omnichannel SEO strategy down pat! You can reach and engage with your target audience on every possible channel, and I mean every. single. one.

Key Takeaway:Work with what’s most likely to make it easier for you to show up!

Use keywords and hashtags to make the content searchable.Listen up, because I’m about to blow your mind. You know what’s super cool? Search marketing! That’s right, you can use it to make your brand more famous than Kim Kardashian’s butt! (And for much better reasons, too…) That’s right, it’s time to enhance your marketing strategy with an SEO approach. You can drive so much traffic and revenue to your business, it’s gonna make your head spin! To achieve this, it is important to use relevant keywords and hashtags to make your content easily searchable.

Organic search can also be utilized to build remarketing lists for personalized marketing, allowing you to create targeted campaigns that resonate with your audience. Video advertising is like the holy grail of purchase decision influence! Put them together and you’re mastering these strategies. You can harness the power of omnichannel SEO and boost the effectiveness of your marketing campaigns.

It’s like having the ultimate superpower; no one can stand in your way! Master that omnichannel SEO strategy and take over the world!

Hot take:

Hot TAke:Keywords matter on Pinterest and Instagram–not just your blog.

Repurpose content across all platforms and link back to the full blog post or YouTube video.If you found me originally on one of those platforms–it was likely because I teased a headline in one of my podcasts are articles and linked back to the full post “for more details.” That was designed and intended to do exactly that! The content you share on your socials? It has a direct connection to your omnichannel performance!

One effective strategy is repurposing content across all platforms and linking to the full blog post or YouTube video. This allows for:

maximum reach on social media platforms and
increases the visibility of multimedia content through cross-promotion

Read “The Complete Guide to Repurposing Content” TodayRead the Complete GuideBy utilizing cross-platform promotion and linking blog posts and videos, you can increase the chances of your content being seen by a wider audience. Additionally, downloading videos to share on Instagram while linking to the original content can help drive traffic to your website or YouTube channel (make sure to use link stickers). Repurposing content is also a cost-effective content marketing strategy that can help to increase brand awareness and engagement. Overall, implementing an omnichannel SEO approach and utilizing the power of repurposing can help to optimize your marketing efforts and improve your overall online presence.

Key Takeaway:Repurposing your content gives both the original content better views and reaches a new audience.

How does your SEO strategy impact business goals?Google accounts for over 76% of all global desktop search traffic, followed by Bing at 8%, Baidu at 7.5% and Yahoo at 7%.quote: Let me tell you something: SEO strategy is like the bread and butter of achieving your business goals! People are always turning to search engines to find stuff they need, and you want to be the one they find, right?

With an effective SEO strategy, you can target your audience, find opportunities left and right, and even get more visibility in Google’s mobile search results! So if you’re not putting some serious effort into your SEO game, then you’re missing out on some serious gold!

Frequently Asked QuestionsWhat is omnichannel SEO and how does it differ from traditional SEO?Omnichannel SEO is a comprehensive approach that integrates SEO across all channels, combining social and website strategies for increased discovery and online/offline traffic. Unlike traditional SEO, which focuses only on website optimization, omnichannel marketing has become a buzzword in digital marketing, ensuring value at every customer journey stage. To get the most out of omnichannel SEO, it’s important to begin with an audit to reveal any technical errors or weaknesses in your content strategy. This can lead to increased online engagement and, ultimately, help you achieve your SEO goals.

How can omnichannel SEO help improve my marketing efforts?Omnichannel SEO can help improve your marketing efforts by crafting a consistent message across all touchpoints, boosting customer engagement, and building trust. By focusing on delivering a seamless experience across various channels, you can increase customer loyalty and improve brand recognition. Doing so can improve your search rankings, drive traffic to your website, and ultimately, generate more leads and conversions.

ConclusionYou want to be everywhere your customers are, right? Well, you can’t do that without a comprehensive and effective omnichannel SEO strategy! It’s like the ultimate weapon in your online arsenal!

In conclusion, omnichannel SEO is what marks the difference between ranking on search engine pages and staying invisible. By ensuring you have a well-rounded strategy that incorporates multiple platforms, you can appeal to different audiences, improve brand awareness, and generate more leads. Implementing a strategy can be overwhelming, but prioritizing one platform and building from there can help you build momentum toward your goals. Remember that the key is to remain consistent in your approach, produce engaging content, and monitor your performance. If you want to stay up-to-date with the latest content news and updates, subscribe to our newsletter now–and get the Chaos Free Content Balancing Plan as a free gift.

More on Lauren Wood:Website | Instagram

Lauren Wood is a website expert and certified master marketer, specializing in helping her clients get seen and noticed online. She is passionate about debunking what people say you have to do to make your business work and showing her clients how to authentically automate their marketing to build up their know, like, and trust factor with an engaged audience. She is a firm believer in taking advantage of all platforms, using keywords to make content searchable and repurposing content for maximum reach.

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The post The Power of Omnichannel SEO: Mastering Your Marketing #235 appeared first on Content Strategy by Britney Gardner.

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Struggling to keep up with the grueling content creation process, a savvy online business owner turns to Evergreen Content Marketing in an effort to build trust and authority with their audience, while freeing up time to actually live their life.

“Evergreen content marketing is often confused with content marketing. So we’re going to talk about the difference between the two of them. While content marketing focuses on publishing new content frequently and strategically promoting it via social media platforms, evergreen content marketing focuses on producing quality content that will stand the test of time.”

Here’s what I cover:

What is evergreen content marketing–and what are the benefits of using it?
How can you identify evergreen content ideas that are going to serve you and your audience?
How can you combine evergreen content with good keyword optimization techniques to help your website rank higher on search engines?

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Highlights in this episode:[00:00:06] We’re going to be talking about evergreen content marketing

[00:02:14] Evergreen content is content that always feels fresh and is always relevant.

[00:03:42] Freshening up old ideas is important.

[00:04:48] There’s a time and a place for content that has a more limited shelf life.

[00:05:54] You really need to nail your foundational brandscaping to truly know what content is going to be evergreen for your audience.

[00:08:15] Make it easy for your audience to navigate through a content bucket by linking.

[00:09:29] How do you know if your content is good enough for your evergreen plan? There are five tests.

[00:12:15] When you combine Evergreen Content with good keyword optimization techniques, it can help your website rank higher on search engines.

[00:15:32] Brainstorming topics for your evergreen content.

[00:16:11] 7 examples of evergreen content you can include on your site today.

[00:17:57] By following the Sticky content principles, you can write content that is easy to read and keeps readers coming back for more.

Everything You Need to Know About Evergreen Content MarketingEvergreen content is content that always feels fresh and is always relevant. It doesn’t have a specific shelf life or a deadline to be read. Instead, it has a long-term marketing goal, like raising awareness of your brand values or educating your audience about a topic.

Evergreen content marketing is often confused with content marketing. But while content marketing focuses on publishing new content frequently and strategically promoting it via social media platforms, evergreen content marketing focuses on producing quality content that will stand the test of time. It requires extensive research and strategic planning so that businesses can create content that’s meaningful to their customers and readers.

A Definition: What Is Evergreen Content? Evergreen content is content that is relevant and up-to-date for an extended period of time–certainly beyond whatever current news cycle is happening at the moment. It can help you build authority and trust with your readers by consistently providing valuable content and can also be used to consistently attract organic traffic to your website. Evergreen content is important as it can be used and leveraged in content strategies to create value for longer periods of time. And it serves as the foundation of a content-forward business, freeing you from the hamster wheel of constant content creation. By investing in evergreen content, you are able to create meaningful content that will resonate with your audience for years to come.

So why is it called “evergreen”?The term “evergreen” content is derived from evergreen trees like the massive cedar in my front yard, which remains evergreen all year long–and kindly shades my office through the summer heat. Evergreen content is content that remains relevant long past its publication date and continues to attract readers over time, thus proving beyond seasonal power. It can be described as content that stays fresh or “green” for readers regardless of when it was published.

That said, even the most lasting evergreen sheds needles and grows new ones throughout the years–and you’ll need to do the same for great piece of evergreen content that stands the test of time.

Then, what isn’t evergreen content?Not all content is evergreen–and that’s okay! There is a time and place for content that has a more limited shelf-life. This type of content, which I like to call “timely content,” provides value at the moment and can be helpful in capitalizing on current trends. However, it won’t continue to drive traffic or engagement months down the line. Timely content includes blog posts about current events, new product announcements, or timely tips. It will often cover trends and events that are short-lived.

One of the more popular non-evergreen content topics is newsjacking. This involves taking advantage of breaking news to create content that is timely and engaging–and lends well to meme culture, the opposite of evergreen content! Examples of reactive content include blog posts and infographics–and they could become a part of your evergreen strategy as a consulting piece, but on their own will not be relevant long enough.

Content that covers niche topics with a limited lifespan, such as seasonal advice or tips (for example: holiday entertaining tips during the holidays)is also the opposite of evergreen. Seasonal content is especially useful in the short term, but it will quickly become outdated and irrelevant over time.

Key Takeaway:Evergreen content stands the test of time and still feels fresh months (and sometimes years!) after publishing it.

What Are Some Evergreen Topics?Evergreen content ideas that revolve around topics that are always relevant to readers, regardless of the current news cycle or season, and focus on creating consistent and high-quality content over long periods is a popular digital marketing strategy for a reason. This can be used to keep readers engaged with a particular topic or issue for years at a time. Examples of this type of content include articles, social media posts, and videos.

How do you identify evergreen content for your business?Contrary to popular opinion, it is true that to truly know what content is evergreen for your audience, you need to nail the foundational brandscaping of your business first. Great content requires you knowing your people.

There are a few different ways you can identify evergreen ideas that will serve you–and your audience–well.

One way is by brainstorming evergreen topics in your niche that are timeless and have a broad reach. Social media marketing, content marketing, and search engine optimization, for example, are broad topics I could talk about. A bookkeeper could create foundational pieces around categorizing expenses, maintaining a consistent system, and knowing your numbers at different times of the year.
Another way is by posing questions to your clients or audience about what content they find useful or valuable. This allows you to identify the best content that naturally leads to another topic for your audience’s guided journey of trusting you as an expert in your niche.
Any information or perspective shifts your best client needs to make before working with you will always make a good evergreen article for your business.
Creating lists of evergreen content on your site can help readers navigate content quickly and easily.
Searching popular questions on social media, blogs, or online forums can also provide ideas for creating evergreen content.
Utilizing a content measurement dashboard helps you determine what topics are lead-generating. These are topics to evergreen!

Evergreen SEO: Using Trendy Keywords to Build Sustainable ContentContent that is constantly relevant and evergreen is, in additional to building the know, like, and trust factor, also an excellent strategy for SEOs to use:

When you combine evergreen content with popular keyword optimization techniques, it can help your site rank higher on search engine rankings.
By writing and publishing evergreen content on your website, you can provide valuable and engaging content that will keep your readers coming back for more.
You can take several steps to make your evergreen pieces search-friendly, such as implementing keyword optimization on the page and using image alt text.
You can also create content that is consistent with your target audience’s preferences, values, and interests.
This will help to attract and retain a loyal audience that remains interested in your content for a long time–and starts linking to you as a resource.
Evergreen content that’s optimized for SEO will take 3-8 months to reach its full potential.

Use a keyword tool.When you know what your chosen topics are after brainstorming and ensuring they lead your viewer through a trust-building journey, you can match those topics with keywords your audience is already searching. Evergreen content relies on being niche-specific and covers topics of interest to the target audience; you can use keyword research to verify it’s of interest.

Search engine optimization company Ahrefs credited evergreen content with growing its own blog from 15,000 visitors a month to about 200,000. However, evergreen content may need to be updated so that it doesn’t become stale or old-fashioned over time.

Don’t bury evergreen content on your blogYour content marketing strategy should highlight evergreen content on your blog. It is essential to ensure it is seen and accessed by visitors. This is where your evergreen strategy meets your social media calendar. Your editorial calendar weaves both together, ensuring that evergreen content gets attention throughout the year.

There are many ways to ensure the visibility of evergreen content on your blog, including building training guide pages, highlighting blog posts in the sidebar/banner, and re-running top evergreen posts. Re-running popular posts can help showcase work to the largest audience both on social and on your owned sites.

But what type of evergreen content should you post?Test #1: Evergreen content is always content that doesn’t expire.

Test #2: Authority-building content, or subject matter expertise, shared in your own voice is the next test. This type of content can help you build your brand and credibility. It provides valuable insight into your expertise. It also helps build trust with your audience and keep them engaged with your content.

Test #3: Can you maximize the topic beyond just the evergreen blog post? Increase the likelihood of success by making sure it offers you the ability to parse out into smaller pieces and repurpose to other platforms. With evergreen content, you’re always providing new insights to your audience, keeping them interested in your work and company.

Test #4: Great evergreen content is important–but it has to be both relevant to your business services and also move your best client along the journey.

Test #5: Is it sticky?

Key Takeaway:Evergreen content needs to be relevant to your business, easy to repurpose, always feels fresh, and brings your audience on a trust-building journey.

7 Evergreen Content Examples to TryTraditional examples of evergreen content include:

ultimate guides (this appeals to audiences who are searching for specific information on a topic when making a decision)
tips or how-to guides
detailed reviews of products
competitor comparisons are popular for a reason–they do well
listicles (list articles) and collections are another type of evergreen content that is popular–this could be an overview of the topic in a concise way
resource pages and glossaries– another way to consolidate essential information
case studies are content you create to walk the viewer from a before to an after with results that appeal to your best client

Tips for Writing Evergreen ContentTo create content that is evergreen in nature, it’s essential to identify topics that matter to your audience and do research on how to present them. This will enable you to put a fresh spin on them by addressing issues in an interesting and engaging manner.

It’s important to avoid overly technical language and focus on simpler rhetoric instead.
Narrow down the topic to simple ideas, as this will help you create content that is easy to follow and read.
You should also compile the best information on the topic and create a list of ideas that is easy to understand.

By following these tips, you can create content that is evergreen in nature and capture the attention of your audience for a long time.

Aim for a balance of sustainability and timelessness.In order to provide readers with content that is timeless, evergreen content must focus on topics that can be spoken of with relevance years later. That doesn’t mean you write it and forget it–you want to keep your content fresh.

To best achieve this balance, evergreen content should aim for a well-rounded mix of topics and expert perspectives. By crafting evergreen content, you are ensuring that your content remains “green” and helpful to your readers even after its initial wave of popularity has subsided. This ensures that your blog remains relevant and useful even if your audience has moved on to new interests or activities.

How do I make my content catchy?Good evergreen content is catchy, or sticky, focuses on providing information that is useful, yes, but also memorable over time. Your audience is still thinking about sticky material hours after reading, viewing, or hearing it.

Other ways to ensure the stickiness of your content:

Include engaging visuals to draw readers in and keep them engaged.
Write headlines that capture attention and are attractive and appealing to target audiences.
Be creative and original with your content to make it stand out from the crowd.

By following the “sticky content” principles of quality, relevance, and usefulness, you can write content that is easy to read and keeps readers coming back for more.

Connect evergreen pieces with a pillar pageDoes a piece of content exist if nobody can find it? It’s important to ensure it is easily accessible to visitors! You can do this by linking evergreen content you create with a “Start” page, training guides, or a “Top Posts” section of your website. When evergreen content is interlinked, search engines will recognize it as valuable and relevant content and will likely rank it higher in search results.

Evergreen content provides long-term value to your audience as it can help them learn new skills or information years after its creation. Additionally, establishing your brand as a thought leader through evergreen content that ranks on the first page of search results can lead to increased traffic and conversions. In order to generate leads and build backlinks to give your website more credibility, you must consistently post evergreen content on social media platforms and share it via email campaigns and other marketing channels, as talked about above.

Strategies for turning timely content into evergreen contentCreating evergreen content takes time and effort, but there are some strategies you can implement to make it easier. SEO best practices such as keyword research and content writing can help content rank highly on search engines, making it discoverable and sought-after by users.

More importantly, you need to commit to a systemized way to measure your content. You’ll want to track its virality, as that helps you see which topics resonate and share well. But you’ll also want to track which content generates leads for your business. That kind of content will be great in any evergreen plan, whether that’s a months-long email sequence or a reposting plan.

Key Takeaway:Sticky content that’s linked well in other similar articles on your website will continue to perform for your business.

Frequently Asked QuestionsWhat are some benefits of using evergreen content in your course creator business?As a course creator, evergreen content can prove very beneficial for your business. Evergreen content has a longer shelf-life as compared to other content types, which ultimately results in consistent website traffic over a prolonged period of time.

Creating evergreen content consists of two steps: brainstorming ideas and then creating the content. To create evergreen content, you should look at the questions your audience asks during a launch and work backward to see what they need to know from you to make a good decision.

Besides bringing in traffic, evergreen content also helps build trust with readers by being tied to specific events and promotions. Moreover, using evergreen content will ensure that your audience remains engaged with the content for longer periods of time–a must when you’re nurturing your audience between launches.

What is evergreen content vs trending content?Evergreen and trending content are two different types of content with different applications and benefits.

Evergreen content is content that never goes “out of style” and is high-impact, foundational, in-depth content with a lifespan of one or two years for many industries. It acts as the backbone of your content strategy because it continues to drive traffic even after a long period of time.

On the other hand, trending content is content that has a high initial search volume that drops fairly quickly. It usually covers topics that are popular at the moment, but does not retain its relevance for long periods of time. This type of content is best suited for short-term marketing campaigns (like launches) and updates on current industry trends.

To choose the right evergreen topics, look at your own site or content measurement dashboard and see what topics retain a high level of traffic over time, then check out leading blogs in your niche. You can also use Google Trends to validate whether a keyword has sustained search interest year-on-year. This way, you’ll be able to figure out what types of evergreen content will be most effective for your blog or website.

How can I find out which type of content is right for me?Finding out which style of content is right for you can be a daunting task, but it doesn’t have to be. To determine the type of content that best resonates with your target audience, you should consider their interests and needs first.

Ask yourself: What topics are they most likely interested in? This will help guide your content strategy in the right direction. Analyzing what others in your niche are producing will give you an idea of what type of content might be worth exploring.

Once you’ve established some ideas for content types, experiment with them to see which ones work best for you. Try publishing blog posts, creating videos, or even releasing podcasts. Monitor each piece of content’s performance and track important KPIs such as engagement rate, conversion rate, and traffic to determine which content types resonate best with your audience.

How do I know if my article is good enough for evergreen in the first place?1. Though it’s not the only test, Google evaluates content for its Expertise, Authoritativeness, and Trustworthiness (E-A-T) score. This score determines if a page is of sufficient quality for evergreen content pieces. 2. Second, it is crucial to position yourself as an authority in the field you’re writing about. Show that you have a good understanding of the topic and highlight your credentials and qualifications when necessary. 3. Third, create content that is high-quality and timeless. This means content that is relevant, well-researched, and properly formatted. Additionally, content must be original and not plagiarized (harder and harder to prove in today’s AI-driven world) and should provide valuable insights into the topic at hand. 4. Fourth, find ways to repurpose content to maximize resources. For example, by breaking down blog posts into social media posts or transforming good evergreen content into various multimedia forms like podcasts or videos, proves a topic’s evergreen power. 5. Finally, ensure content is memorable and engaging so readers can easily recall information they gain from it–that’s the content’s stickiness. Focus on providing entertaining value with examples, case studies, personal anecdotes that help bring content to life and keep it relational.

ConclusionSo, there you have it! If you’re looking to create timeless marketing materials that drive brand recognition and boost your blog traffic, these tips will help you give your readers engaging, long-lasting blog posts. To learn more about how to create a great evergreen content strategy, get in touch with me for a content audit today.

Quotables:

Great content requires you knowing your people. – Britney Gardner
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Music by Michael De La Torre. Thanks, Mikey!

The post A Complete Guide to Crafting Engaging Evergreen Content #234 appeared first on Content Strategy by Britney Gardner.

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Jeremy Enns was unsure if anyone was actually reading his newsletters and if it was making any impact. After subscribing to 100 newsletters and producing 500 podcast episodes, he realized that if he wanted to build trust with his audience, he needed to commit to creating consistent content. With multiple years of creating content, Jeremy was able to build trust and saw success in his content ecosystem. Through his hard work, he has proven that consistency and commitment to creating good content are key to building trust with an audience.

Here’s what Jeremy Enns and I cover:

Good nurture content allows us a window into the hearts and minds of the creator.
What to expect from a long content strategy–and what not to expect.
The role of consistency and when you really, truly can own your expertise.

Jeremy Enns is the creator of Podcast Marketing Academy, where he teaches brands and creators to hit their next growth milestones with detailed step by step marketing playbooks. He also writes the Scrappy Podcasting newsletter, sharing short actionable ideas around how underdog shows can punch above their weight.

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Highlights in this episode:* [00:02:58] The Holy Grail for newsletter writers–and all content creators * [00:06:16] Podcasting builds up that relational aspect that you cannot get from a social media post. * [00:08:57] A podcast (or any long-form content) feels like a more generous offering than an ad-driven lead magnet. * [00:15:35] Jeremy’s launch vs nurture content life cycle * [00:19:59] Consistency matters a lot more than frequency. * [00:20:56] When you have a proven track record, people see that. * [00:24:46] How to cover the breadth and full body of work you can offer: the inflection point. * [00:27:26] How to lower the pressure that we all feel like we need to have it figured out now. * [00:30:13] Being in this for the long haul. How you put it all together really becomes who you are, and that’s a pretty dang cool legacy. Quotables:

Podcasting allows us a real and authentic window into the minds, hearts and souls of our favorite hosts. – Jeremy Enns
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The source of all unhappiness is misaligned expectations. – Jeremy Enns
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I want to make sure that I’m optimizing for [the long run], not for the in the moment. – Jeremy Enns
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The doors start to open for you when you’ve proven that you’ve written like 200, 300, 500 blog posts or multiple hundreds or whatever it is; people see that, and they’re like, oh, this person is serious. – Jeremy Enns
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The longer the time horizon I think about things, the less pressure I feel. – Jeremy Enns
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Unlock the Secret to Boosting Your Audience’s TrustDo you ever feel like no matter how hard you work, you just can’t seem to build trust with your audience online? It’s a common frustration that many course creators and content marketers share. But thankfully, there is a way to authentically automate your marketing and establish a meaningful connection with your audience. Jeremy Enns, the creator of Podcast Marketing Academy, has the answer. In this article, Jeremy will share his expertise in building trust with your audience by utilizing long-format content and creating a content ecosystem that nurtures relationships with your audience. Through his experiences, Jeremy will explain how to move beyond the regurgitating consumed content phase and into the real thought leadership stage. Get ready to create a long-lasting connection with your audience and learn more about Jeremy’s strategies for building trust.

Jeremy Enns is a content marketer, course creator, and newsletter writer who focuses on sustainable, measurable content creation. He’s the creator of Podcast Marketing Academy and writes the Scrappy Podcasting newsletter, where he shares actionable ideas for underdog shows. Jeremy believes podcasts allow for an authentic window into hosts’ minds, hearts, and souls and that long-format content allows audiences to connect with them and build trust. He’s passionate about helping brands and creators hit their next growth milestones, and he encourages creatives to reset their expectations and commit to a long-term content strategy.

Here Are The Steps You Need To Follow To Build Trust And Create Connection With Long-Form Content:1. Reset expectations: Don’t try to put a square peg into a round hole and force it to do something it’s not going to do.

Market the podcast: Market the podcast as much as you would market your business.
Build trust and authority: Build trust and authority over time by creating content that is consistently resonating with your intended audience.

And while we’re using a podcast as the specific example here, since that’s Jeremy’s sweet spot, know that any kind of long-form content needs the same three steps to build a foundation of trust with your audience!

1. Reset Expectations: Don’t try to put a square peg into a round hole and force it to do something it’s not going to do.Step 1 of this process is to reset expectations. It is important to recognize that a podcast (or any long-format content) is not a silver bullet for marketing success, and it’s not going to do all of the work for you. It is a powerful tool to build trust with your audience over time, but it should not be the only source of marketing for your business. It should be used in combination with other marketing strategies, such as social media, email campaigns, and other forms of content creation.

Understanding that a successful podcast requires a commitment to long-term content creation is important. Without a consistent publishing schedule, your audience will not have the opportunity to get to know you over time and will not be able to build trust in you as a business.

Being realistic about what you can achieve with your podcast is also important. It may not be able to generate the same exposure or leads as a direct-response campaign or social media post.

Key takeaway: A podcast is a tool to nurture your existing audience, not a tool to generate massive amounts of new leads.

2. Market Your Content: Market the podcast as much as you would market your business.Marketing the podcast should be done in the same way as you would market your business.

Start by creating a website for your podcast and use various strategies to drive traffic to it.
Utilize social media and other digital marketing strategies, such as creating ads and using SEO tactics, to promote the podcast.
Create content around the podcast, such as blog articles, videos, and other pieces, to generate interest in the podcast. For more on this, look at the Complete Guide to Repurposing.
You can also partner with influencers in your field and have them promote your podcast on their channels.

Finally, don’t forget to use traditional marketing tactics, such as email marketing and print advertising, to reach a broader audience and earn trust from them. By marketing the podcast in the same way you would your business, you can ensure that you are reaching the right people and getting the most out of your efforts.

3. Build Trust and Authority: Build it over time by creating content that is consistently resonating with your intended audience.Building trust and authority with your intended audience is essential in content marketing for established course creators. To do this, you must create content that resonates with them on a consistent basis.

In order to make sure that your content is consistently resonating with your audience, it is important to have a deep understanding of who your audience is and what kind of content they are looking for. By understanding the needs and interests of your audience, you can create content that is tailored to them, and that will build trust and authority over time.

Additionally, it is important to be consistent in the frequency of your content. You need to build up a reputation as a reliable source of content that your audience can trust and rely on. Finally, it is also important to ensure that your content is high quality and contains valuable information your audience is looking for. By consistently producing high-quality content that resonates with your audience, you will be able to build trust and authority over time. If you create top-notch content that connects with your audience on a regular basis, you can gradually establish credibility and influence.

The Hidden Ways To Build Trust With ConsistencyOne of the key things Jeremy and I talked about is moving beyond the initial phases of content and into a body of work. The idea is that once you’ve made hundreds of posts or videos, it’s going to be very apparent if you’re just repeating what you’ve consumed. More likely, you’ve moved through Imposter Syndrome mindset issues and you’ve mastered balancing vulnerability with expertise.

Though Leadership requires trustworthy contentThe term “regurgitating consumed content” implies that someone simply repeats or regurgitates information they have learned without adding original thoughts or insights. The “thought leadership stage” suggests that the individual is now able to move beyond this stage and contribute unique and valuable ideas to the field. In other words, they have moved from being a passive consumer of information to an active creator and contributor of knowledge.

To enter the thought leadership stage, you’ll want to:

Create more than you consume (so you don’t accidentally stay in the regurgitation phase)
Acknowledge your content is another person’s roadmap
Honor the basic level of respect your audience has in you and not lead them astray with your content

Trust is built on experience with an individual (or institution, for that matter). Will you trust a doctor who prescribed you something with awful side effects? Not likely! Similarly, your audience would lost trust with you if your tactic suggestions failed or hurt them.

Key takeaway: Trust in a relationship is much easier when you’ve got a proven track record.

ConclusionWith a bit of planning and thoughtful execution, course creators and content marketers can authentically automate their marketing and establish a meaningful connection with their audience. By resetting expectations, marketing the long-form content, and creating content that resonates with your audience, you can build trust and authority over time and create a long-lasting connection with your intended audience. With the right strategies in place, anyone can achieve the same success as Jeremy Enns and move beyond the regurgitating consumed content phase and into the real thought leadership stage.

I’d love to hear how you apply The Trust Building Content Strategy to get trust and connection. Leave me a comment on how it went for you, or drop any questions you want me to answer!

More on Jeremy Enns:Website | Instagram | LinkedIn

Resources Mentioned* Jeremy’s Know Like & Trust page

The Know Like and Trust ShowEmailDownloadNew TabThis is a show about content marketing for established course creators. Unlike other shows about marketing, we focus on sustainable, measurable content creation. How to authentically automate your marketing, to build up your know like and trust factor with a nurtured, engaged audience and get back to actually living your life instead of working to live. Hey there friends. We are back with another edition of our Shiny Happy Tactics series here on the podcast. And this one's going to be about how content, long standing and yes, long format content really gives our audience a way to connect with us and build that trust. Build the know like and trust factor, of course, yes, but ultimately build real trust that allows them to engage with your buying journey. And today I'm going to be talking with Jeremy Enns. He's the creator of Podcast Marketing Academy where he teaches brands and creators to hit their next growth milestones with detailed step by step marketing playbooks. He also writes the Scrappy Podcasting newsletter where he shares short actionable ideas around how underdog shows can punch above their weight. I found Jeremy through a Scrappy podcasting newsletter and as you'll hear in the interview in a little bit, not sure how I ended up on the newsletter, but one of his emails resonated so well with me that I actually emailed him and said, I'd really love to continue this conversation. Would you be so kind as to come on to the know like and Trust show so we could do that? And there's a quote from that email that I'm going to share with you right now. "Better than any other medium, podcasts allow us a real and authentic window into the minds, hearts and souls of our favorite hosts." I loved that so, so much. Because friends, that is what good nurturing content does for your business. Jeremy and I are going to talk about that. We're going to talk about how the breadth and body of work that you can build when you have these long format content offerings, whether it's a podcast, a blog, a video channel, whatever it happens to be is leagues above all the Shiny happy tactics out there that some of the people are teaching. We're going to cover exactly what you would expect on this topic. Yes, a little bit about podcasting and how you can build trust over time. But we're also going to talk about how marketing your course or your service business will be different when you commit to a longstanding content strategy. And we're going to talk about how when you talk about something for an extended period of time, you really come into your own. You move beyond the regurgitating consumed content phase and into the Real true thought leadership stage. It helps with everything from understanding how you can consistently show up to moving through Imposter Syndrome and beyond. Jeremy kind of closes it with some really powerful gold. I'm not going to tease that here, but let's dive into the conversation now. All right, well, Jeremy, welcome to the know, like and trust show.

Jeremy Enns 00:03:02

Thanks so much for having me, Britney. I'm excited to be here.

Britney Gardner 00:03:04

I'm really interested in where this conversation goes and for listeners at home. I ended up on Jeremy's newsletter a couple of months back, and he sent out what I thought was a really provocative email in the sense that it got me thinking. And obviously I love anything that makes me think deeply, but this was one of those emails that I thought about, and then a day later, I was still thinking about it, and then I reached out to Jeremy, and I was like, could we talk about this? I think that'd be really fun. And it's not that many emails I get that actually hang out with me for a full day and my thoughts after I read them, so thank you.

Jeremy Enns 00:03:40

That's like the holy grail of feedback for a newsletter writer. I think so many people there's such a divide. I think now newsletters are coming back and they're kind of sexy again, but there's still a ton of people who just feels like, why would I want something in my inbox? Why would anybody want that? And so I'm a huge newsletter nerd, and I've probably subscribed to 100 newsletters, and I certainly don't read all of them every week, but I love newsletters, and I think you're always wondering, are people actually reading this? And if they are, are they actually thinking about it? And so, yeah, I super love that and appreciate that feedback.

Britney Gardner 00:04:13

Yeah, I mean, you're on 100 newsletters. I can't imagine keeping up with that. I feel like every time I end up with more than, like, 20 or so, I just start unsubscribing. It's nothing against the people sending it. I just can't engage with that much, I guess. I don't know.

Jeremy Enns 00:04:27

Yeah, me neither. I kind of treat it as my alternate social feed, where it's like when I feel the impulse to read something, I'm like, oh, I have set up an email address just for newsletters. And it's not like marketing newsletters. It's like things that are like, you would set up a podcast feed where it's like stuff that I actually want and I can kind of just scroll through whenever I'm looking for something to read, have ten minutes, and kind of see whatever catches my eye. So I guess pay attention to subject lines if you're a newsletter writer, because I think that's how a lot of people who are oversubscribed end up picking what they're reading.

Britney Gardner 00:04:57

I probably should have set up a separate email address for newsletters and never did, and changing them all over at this point would probably be somewhat difficult. So I think I'm just in this boat. But I feel like there are certain newsletters I do read religiously as they come out, and for those, if I receive them in a time when I can't actually sit down and read. I leave them unread and I'll go back and actually mark them as unread if I accidentally open them. It's like my way of handling things. And then when I'm sitting in a waiting room for one of my kids appointments, or I'm waiting for something to happen, timing, cooking wise or whatever, I pop in there and engage with them. But you're right, for someone to be paying so much attention, right to a particular email newsletter is really kind of the Holy Grail. I mean, you said it really well. I feel like when that happens, it's something I always want to pay attention to. And the really good ones, in my book at least, they end up in the ideas folder. They have like, an email inbox folder. And I'm like, okay, what made this particular article, newsletter, whatever you want to call it, so interesting to me. And then I sit there picking it apart and of course they want to try and do that with my own content, right? So I'm looking at it and like, how can we break this down into a framework? Is there a formula that they're following? And most of them, when I go back, there's not a formula formula. It's just a really good idea. It's a really good thought. And I think the thought that you shared in this particular one, which was that podcasting over time builds up that relational aspect that you cannot get from a social media post, you cannot get from a single blog article that someone happened to link to. It gives you that intimacy. And that right there is an area where you can build trust that you just can't replicate in another way.

Jeremy Enns 00:06:42

Yeah, it's interesting. Podcasting has changed so much over the past. I don't know, I got into podcasting, whatever, in 2023 now, so must be seven years ago at this point now or eight years ago, almost kind of 2015 ish 2015 2016. And back then, like, when I first started working with clients, so I started out as a freelance podcast editor and then built up a production agency. And now I've kind of transitioned into the marketing side of things. If you had a pretty solid show, you would just grow. You didn't really need to market it. And I think back then, one of the big draws, like everybody, there was a gold rush on podcasting as a way to grow your audience and to get new exposure. And a lot of people still subscribe to that kind of mindset when they start a new show. They're like, this is going to grow my audience. And it just is not like that at all anymore. And so I don't know if it was in that newsletter that you read or there's certainly another one that I've written before, which is kind of like the point of starting a podcast. It's not to grow your audience, it's to nurture the audience that you already have. And you need to reset your expectations around that. And if you do, then you can view this as this fantastic tool that nothing else really does that well. But you can't expect it to also be getting you exposure to hundreds of thousands of new people or however many you're aiming for. Maybe it's just like 1000 people. And I think that that is the source of I heard this quote years ago on one of my early clients. The source of all unhappiness is misaligned expectations. And I think about that all the time with podcasting where there are just usually this huge delta between expectation and reality. And I think for me, with all creative work, sometimes I think about like, if I knew how hard this was going to be when I started out, like, what I've done this, would I have wanted to know? And part of me thinks, yeah, I would have done it anyway just because I'm a creative person. It's kind of an impulse, like, I can't help myself, I'm going to do stuff like this. But also I'm kind of like, man, it is a lot of work to get into this. But I think it helps to have that your eyes open up like, okay, this is the role this plays in your business and your content ecosystem. Don't try to put a square peg into a round hole and force it to do this other thing that it's just not going to do. And like, when you know that, then you can go look somewhere else, you're like, okay, well, I need to get exposure. I'm not going to rely on my podcast to do that. I'm going to go find that somewhere else and then funnel it back to the show.

Britney Gardner 00:08:53

Yeah, no, it was a powerful quote. I really enjoyed it. Because the interesting thing is I went back through my media kit about a month ago and I had, you know, links to a bunch of podcasts that are no longer publishing. And some of them only went, you know, as long as, you know, 25 episodes or so. And I don't remember what the actual stats are when people start to pat pod fade. I think it's actually before 20 episodes, but I looked at how many of them and of course I'm just like editing, like delete, delete, delete, right? If you get into this expecting it to do that thing and it doesn't do that thing, it feels like a waste of time or it feels like a failed endeavor. And for me, at least when I started my podcast, which was probably right around the same time as you, I think I started in 2016 and I took a long break in the middle there. But when I came back, I've been back for a while and I did start my podcast to become marketable, to gain an audience. And I did do that at first, the first like two years or so, it was really good at bringing leads. And when I came back to it two years later after taking that break, I did not experience the same thing. But I feel like I came back to it with a completely different business mindset as a whole. And part of it was, hey, this is how I can show people I'm in it for the long haul. Building authority, building trust, all of those things, right? And it's become the content arm of my business. But I think some of those podcasts I've been a guest on that are no longer publishing, they were maybe expecting it to do, quote, unquote, the marketing for their business. And it didn't.

Jeremy Enns 00:10:32

Yeah, I kind of feel like you need to market your podcast. Like it's almost the same amount of work marketing your podcast as marketing your business. And hopefully there's overlap between the two. So you're kind of and there is. So like, if you market your podcast, then you're getting people in there and then they're also coming into your business really warmed up already. So it's kind of like on the one hand you could kind of say like, and I guess this is actually how I think about my content. Almost all of my marketing is focused on my newsletters and then like products and stuff like that that's built into the newsletters. And so I don't need to worry about marketing my course or marketing my consulting services because really I just market the newsletters. That's where I put all my time and attention and then those do the work to warm people up and give people awareness up to what my offerings are. And so I think sometimes times when you realize that you get into a podcast and you're like, I started this to be marketing for my business, but now I need to market this. It's kind of like, well, you're just, like, almost passing it further up the chain, almost, where it's like, yeah, you still need to do the same amount of work regardless. It's just choosing where you're directing that. And I think the great thing about a podcast is, I mean, podcast and email, I would say, is those are owned platforms, nobody's taking those away from you. There's no algorithmic changes happening at this point. And once people are in, they are just going to keep getting that if they love the content, of course. And so then you have so many more touch points, whereas I think about sometimes of people who focus on especially like ad driven type businesses where it's like, okay, you're getting that attention once, directing it back to a website, probably you are trying to get that lead right then. But if you don't, and I guess you could say this for a podcast as well, if they don't click play. I just feel like a podcast feels like a more generous offering that people are not as skeptical of as an ad driven lead magnet or sales page or something like that. And the funny thing is, for me, I'm a writer, so I have two newsletters and no podcasts currently, but have had in the past and will have more. I've experimented with running ads to my newsletter directly or to a free course that I've charged $100 for this course before and I think it's actually worth a lot more than that. And the newsletter performs better in ads, which is so weird to me that I think people just they expect like, oh, this is a newsletter, I know what I'm signing up for. The reason I'm giving over my email address is because I want the content. And I think podcasts are the same thing where people are signing up because they actually want it. It's not this bait and switch or anything like that. And so I think if you're going to put your energy somewhere, I would rather get people into content and it's just then adjusting your expectations of like, okay, I'm not going to make a sale today. I'm going to like in six months or like a year or three years or something, that's when the sale is going to come from any one person and probably it's going to be distributed across all of that. But if I can just keep creating content, eventually there's going to be people who entered my ecosystem a year or two years ago, and just by virtue of me doing what I've been doing for forever, how long it's been, then those sales are going to start coming in and almost like you can't pinpoint what actually happened, like, what led to it. It's just like they've got to know you over multiple years, multiple months, whatever it is, and at some point you made the offer at the right time that resonated with them and that was the time for them to take you up on it.

Britney Gardner 00:13:31

Just this morning I got a Google survey, and it's a feedback form I have as part of my Evergreen course. And the woman who filled it out more or less said, I've been listening to your podcast for a while and I just knew now was the time for me to do this. My only regret is not doing it sooner. And I feel like that's one of the best things as a person who markets courses or programs, services, whatever, right, that right there tells you that the marketing that you're doing is doing the job. Now, I did not have time to go back and check exactly when this person came onto my email list. I'm pretty sure it's last spring, but last spring until now, February, as we're recording this, right, that's a good ten or maybe nine months spread. And I'm okay with that. I am 100% okay with that because I know when someone buys something from me after waiting nine months to do so, it's not a flip decision and they're actually going to engage with the content in that course rather than buy it and shelve it. And I'd rather that any day. I'd rather know that they're really, truly going to get results from the thing that they purchased. And when you put out that kind of marketing, whether it's a newsletter, whether it's podcast, right, we have the opportunity to engage with those people with the information that we've already put out there. That's our thought leadership, it's everything we believe in. But on their end, it's a pretty low lift. Pressing play on a podcast button, you know what I mean? Like you're driving to an appointment, you're out on a walk, getting some exercise, whatever it is, right, three minutes and you don't like it, you can stop. You don't have to disengage in a hard and no kind of fashion. You just leave it behind. I like that, that's there. For me as a consumer, I really enjoy being able to do that. Sometimes the podcast is recommended to me and I just don't vibe with it. Their format of speaking, the way they range things, I don't know, but it doesn't feel like I'm rejecting them. When I just stop listening, it feels like, okay, this wasn't for me and I can move on.

Jeremy Enns 00:15:35

Yeah, it's interesting that you mentioned that too. I have noticed the exact same thing with my course. And so typically I'll do launches twice a year, usually spring and fall, and I'll do like a multi day free event leading up to it. So it'll be a workshop, it will be three or four days, something like that. And the first time I did that, I think that was in the third. The first two launches were kind of betas that were to my existing community. Then I started going more public from through launches 3456 and coming up with seven. And now that I have enough data, having done these workshops, I guess four times at this point, what's been really interesting is just seeing like I always like, look, okay, when did this person enter my email ecosystem? And usually it's either one or two launches ago, I'll get a big influx of people. These will be promoted pretty widely in their free workshop, like multiple days. Again, these courses probably like a lot of people would pay for. And always the first time I did it, I expected this is going to be the thing that's going to convert people into my course. And it just didn't work that way. And I think I maybe got something like 300 people signed up to the workshop and maybe of those, I don't know, four signed up for my course or something like that. And the rest another like 15 who signed up for the course that time I think had already been on my newsletter for multiple years at this point. And I was like, that workshop really didn't work that well. And then I was thinking, like, maybe I shouldn't do that again next time. Like, it's so much work. I think it took like 100 hours to put together and everything. I was like, that was a lot of work for not that much pay off. And it didn't really perform as well as some other people who had done, like, challenge style kind of live events. Theirs had converted, but I kept doing it. And now what I've realized with that data is every time now I can see back and I'm like, oh, it is worth doing it. It's just a longer kind of time for it to pay off. But in between that, that's where the podcast with the newsletter sits, where it's like, it keeps you top of mind. It reminds people that, oh, I went through this course, had a good experience, and he's like, wow, before the next launch, I've read another, like, 25 newsletters or something like that. I'm just getting all this good content. Then there's another free live event and it's like, wow, that's a lot of great stuff. And now this course is opening up again. And so I think just understanding, I think one of the things I wish I knew early on is that this type of customer lifecycle is normal and everything else is like an outlier. When you hear people about like, oh, yeah, you can get people into your course in your funnel. You just turn on the ads and within a day you've got all these people. It's like, well, yeah, probably people who did that, they're selling a specific type of product with a specific type of marketing that I'm not really a big fan of. And they also have honed all these skills like learning Facebook ads and all that copywriting. You don't learn that overnight. And so I think for me, just understanding, like, oh, this is normal and this feels good to me and I can sustain this. And now that I'm up and running, now there's just going to be a steady flow of people through that ecosystem, each at a different kind of point. And it's kind of just like, okay, I know this works. I'm just going to keep doing it. And I can trust that kind of the results are going to kind of continue to build as long as I keep doing these things that I know are already working.

Britney Gardner 00:18:26

It's interesting because I think a lot of people do the exact same thing that you did, right? You held the workshop and you're like, oh, it didn't really work. And that was a lot of work on my end to get it going, right? But I think I don't know. The stats I've seen are at any given time, only 3% of your audience is ready to buy, and neither 97% falls into a number of segments. There's going to be the people who are never going to buy more power to them, right? They'll figure it out on their own, or they won't. There's going to be the people who really do want to buy right now, but for whatever reason they can't. Whether it's actually financial, which is a real reason, or whether they're just busy with other things, maybe they've got something going on in their life and they just don't want to devote time to a live cohort based course when they know they're not going to get everything out of it. And then there's the people who are just unsure of you. And like that segment alone, if you kind of give up on the nurturing in between, if they didn't have the opportunity to see your newsletter for those 25 editions in between, if you weren't putting out regular content via a podcast or newsletter, right? Those people are going to feel let down by you. And the next time you do launch, they are not going to trust you. They're not going to be ready. They're going to be like, oh, he shows up when he's about to launch and that's it. So for two of those segments, they're not quite ready to trust you yet. And for the ones who did want to buy but they just couldn't for whatever reason, you're doing your business a disservice by forgetting all the work that you put in to get those people to that place at that point. And you'd essentially be starting over with two out of the three segments out there, which is disheartening if you actually look at it that way.

Jeremy Enns 00:19:59

Yeah, that's another thing that I think I haven't written about this yet, but it's bumbled around the back of my mind of something that feels that is unaddressed in marketing and kind of creator online business world is this. Idea of just like I mean, consistency gets talked about a lot, but I don't think people just think, like, oh, I got to produce an episode every week, or I got to send a newsletter every week. That's what that means. I got to post on Instagram three times a week, or whatever the cadence that's like, okay, part of that matters, like the frequency of interaction and touchpoint. Yeah, I think that matters, but I think equally is the consistency of experience that you deliver through those. If you have like once a month, you have a great post, and then the rest of your posts on social media are just kind of like garbage. Well, the average has been lowered. People's perception of you is like, oh yeah, occasionally they have some good ideas, but most of it is just clickbait, or it's like copied from somewhere else. The average is pretty low. And so I think that part of consistency matters a lot more than frequency or matters just as much maybe as frequency. But then this other idea of consistency over the really long term, and I noticed that now where I think in people's it's interesting when I talk to people about becoming doing a partnership on something like that, maybe related to a course launch or something like that. Now when I do outreach and I say, hey, I'm in like, Cohort seven, people's perception is different, especially like established people who of course at the start when I launched my first cohort, there were people who I knew kind of decently. Well, I was asking if they would be interested in being an affiliate or helping out promote, and they politely passed and I was like, but this is like the best course on podcast. It was really like the only one at the time on podcast marketing. And I was like, this is so needed and I know your audience would really value this. And in hindsight, I'm like, oh yeah, that makes perfect sense that they would not trust that. I haven't proven, even though I've been in podcasting five years, I haven't proven as a content creator being more like, writing regularly, producing the course regularly. I haven't proven that I'm in this for the long haul. And it reflects on everyone who recommends anything to their audience. Like you recommend a course to somebody who then they do it once and then maybe there's a community component with it, maybe the videos are hosted online, but then they can't get anybody in for the second cohort or whatever, and so they pull them down to avoid paying $50 a month for this. There's a risk, I think, early on that of anyone who's buying into the course or promoting a course or a product or anything like that. And I think the doors start to open for you. I think when you've proven that you've written like 200, 300, 500 blog posts, you put out 500 podcast episodes or like multiple hundreds or whatever it is, people see that and they're like, oh, this person is serious. And because I think people are savvy enough to know how hard it is to create all these things even if they haven't done it themselves. And I think that that's just a huge part of things get a lot easier when you have a proven track record. Like that not even of like, you've made a million dollars or whatever. It's like, you've put in the work in creating the content and it's almost like, how could you create that much content and not like, know what you're talking about when it comes to your topic? And so I think, like, that's another thing that's like, yeah, that doesn't happen over 30 episodes or 50 episodes. That's like, you know, you get past 100 episodes, 100 blog posts, newsletter issues, whatever it is, and then all of a sudden you're like, okay, like, this person is, is serious and I can trust them with almost with even like, listening to any of the content yet it is a different type of trust. But it's like, okay, this person is committed.

Britney Gardner 00:23:14

You touched on something. That I first of all, I love I've had so many conversations with various different people on that particular topic because if you've put out 100 of anything, like you said, you can cover the basics of your belief system, your value system in 20 episodes, but it's where they start intersecting, right? All that nuance starts kind of popping up and you're like, yeah, no, I believe this, but here's where that breaks down. And you have to look at this other thing. And you can't cover that in the initial phases of anything because it's too it goes down like the little vein, like rabbit hole, right? The veins keep separating and keep separating and you can't get to those outlying veins that really boost up who you are and what you stand for until you've covered the big ones. And it just takes time. And I think I've covered this in episodes I've done on Imposter syndrome in the past, right. The easiest way in my book to get over or through imposter syndrome syndrome is just to keep talking because you can't not know what you're talking about. If you keep going, it will become very apparent that you're just making stuff up. You're regurgitating other people's information, whatever it is, right. If you keep going, it has to come from you at some point. And at that point you've moved beyond the am I good enough or do I know enough or am I worthy to tell people about this? That's how you get there. And yeah, it takes some consistency to get their consistency in quality and messaging, obviously frequency as well. But when you get there, nobody who's done any of this work like you said can look at that and say, I mean, they're a maybe you got to be on board or not.

Jeremy Enns 00:24:56

Yeah, I like that. And I think the other thing that's worth noting there is there will be an inflection point. You will probably go through those 20 episodes or whatever kind of content you're creating. And I think there's no way to avoid like, I think we all think we're somewhat original at the start, but really the first 2000 and 5000 iterations of anything are largely if you're just starting out, that's largely borrowed from other people and that's fine. There's no way really around that. And it's like you got to skim off that top layer just to get past it. And then there's going to be a point where I think a lot of people, maybe not everybody, but I think most people are going to be like, well, I don't know what to talk about. I already covered all the stuff. And I think, like, that's the point where, like, some people quit. And, like, I've certainly done that before. Where the first time I started writing about podcasting in 2017, before I took, like, a several year break. I, like, covered all the topics that I thought I was supposed to cover, and I covered them in my voice. And we, you know, with my kind of insights on them, but they were all the things that, like, you know, of new people ask about. And so I was like, okay, I checked off all the things. I didn't do SEO research, but if I had, like, those would be the things that would come up. The most common questions about podcasting I could look on Quora Reddit or whatever. These things would come up. I probably wrote 30 or 50 articles. And then I was like, I guess I got nothing more to say. And then, like, two or three years went by and I spent more time working in the industry and started noticing more things that were much more nuanced, that annoyed me, or that I thought people were missing. And it was like this deeper layer where now it wasn't quite as searchable necessarily, but it was things that when people read them, they were like, oh, I've never heard anybody talk about this kind of stuff before or in this context. And I think that's where you start to get into, like you have to exhaust all that initial kind of samey type stuff. And because, of course, we're all influenced by all the stuff we're already consuming, we hear other people on podcast were like, oh, they've got a podcast for a similar business to mine. Like, maybe I should do that. And you start looking at like, well, okay, what kind of episodes do they have? And this person over here. And you start to piece together like, oh, this must be what people want, so I'm going to create those episodes. But then you'll reach a point where you really feel like the well is dry, and it's like all the good stuff on the other side of that, when you dig deeper or keep digging below that, and then you really find the stuff that nobody else is creating because it's so kind of personally filtered through your lens. And that's, I think, where a lot of the long term loyalty of an audience comes from, because now they're not just coming to you for information, they're like, coming to you because of you and your unique kind of perspective on the world.

Britney Gardner 00:27:16

I love that you just nailed that on the other side of your dry well. Right? I have nothing to embed because that was really good. All right. I like that. That was lovely. Jeremy, this has been an awesome conversation. I appreciate it. I don't want to go too long. Do you have any closing thoughts?

Jeremy Enns 00:27:35

I think things for me with marketing and business just opened up. It's almost like the longer the time horizon I think about things, the less pressure I feel. And I don't know how much of your audience identifies as creative people. I certainly do. And that's what's led into business. It was like creativity first found its way into business. Now I love the creativity of business and marketing, but when I think about what I'm doing, I'm like, okay, well, I might not be doing this business or writing these newsletters forever, but I'm going to be doing something in 50 years that's creative and so I don't need to figure it out right now. I'm kind of looking at like, if I'm laying the groundwork now, where am I going to be to set myself up for success in 20 years? And you look that far ahead and you're like, oh, I can make a lot of mistakes and mess up and waste a whole lot of time right now and it doesn't really matter. And I think that really lowers the pressure that we kind of all feel like we need to have it figured out now. Whereas when you're really playing the long game, it's like, okay, I'll get there eventually. And I don't need to, I think even thinking about scammy or shady or marketing tactics or anything like that that are so urgency focused, it's like, no, I want to do this right because I hope that I have people who are following my creative projects along in some way or another for the next 50 years. How cool would that be? I can't even imagine what that must be like. But that feels like such a special relationship and so I want to make sure that I'm optimizing for that, not for the in the moment. And I think that it helps you market in a way that's where most of us is, I think, more aligned with ourselves. It helps us just feel better on a day to day basis when we feel like we're not moving fast enough. And I think the other thing that I think about a lot is when you think about that time span, it kind of feels like we all start out in this cluster of people all working towards the same narrow kind of goal, but over time we all kind of spread out in different directions. And so you just keep going and you'll end up in the space that's like, only you occupy and there's like zero competition. I feel like it's so hard to think over 20 years that you would still all the people you started with are going to be creating similar content. And so I think you really develop this kind of personal monopoly if you just keep going and following your own intuition and just keep going ahead. And I think that's where a lot of the good stuff is.

Britney Gardner 00:29:42

Yeah, I think that's a great way to close this app. So obviously you run a cohort based course. Where else I know you said two newsletters. Where else can people find out more about you if they're also loving this conversation?

Jeremy Enns 00:29:55

Yeah, put together a page where people can go to find all my stuff. And so you can find that at podcastmarketingacademy. Comnolike. Trust all one word and so there. I've got both newsletters. I'm mainly active on Twitter and LinkedIn. You can find those links there. And I've got some free courses. All kinds of good stuff there.

Britney Gardner 00:30:11

Jeremy, I appreciate it.

Jeremy Enns 00:30:12

Yeah, thank you so much for having me.

Britney Gardner 00:30:13

Brittany all right, Jeremy, again, from the bottom of my heart, I thank you. This conversation was so good. I really enjoy these conversations where we just talk back and forth about something that we've both been noodling on, something that's been bouncing around in the back of our heads and just gives an opportunity to get those words out with someone who feels the same way. Yes, but can provide additional insight. And what Jeremy shared there at the end all about being in this for the long haul and just really knowing that even if you aren't doing this exact service or this exact course, in five years, ten years, 20 years and beyond, you will be doing some sort of work that flows from this because it's built from you. It's built from who you are and what you stand for. And the medium may change. Absolutely. For most of us, it's going to change at some point, but how you put it all together really becomes who you are, and that's a pretty dang cool legacy. So, with that, we'll see you next week. If you found value from this episode, there are two things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it. Odds are you know somebody who needs to hear this message. I do truly believe that a rising tide lifts all boats and if you help that friend with something that they need to do, we're going to have less crappy marketers out there, which means less scams, and we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever podcast app you are listening to the show on right now. Doing that helps me reach more people, getting again this same great information out there and we all make a better, happier, effective and ethical world as a result. Thanks so much. See you next week.

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The post Building Trust with Your Audience: How Content Creates Connections with Jeremy Enns #233 appeared first on Content Strategy by Britney Gardner.

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Throwing content spaghetti on the wall–and hoping it sticks–is not a strategic content plan. Discover the secret to getting maximum ROI from your content with strategic content planning–a must for visionary CEOs and established, sophisticated online businesses.

Strategic Content Planning is the opposite of “spray and pray” content marketing, and involves having a clear plan and specific goals in place to achieve business and marketing objectives. Creating content that builds upon foundational brandscaping is essential, and content should be distributed in an intentional way on the right platforms to ensure the right people see it. Content should also take people on a journey and overcome buyer hesitancy by giving them a new perspective or a quick win.

In this episode, you will learn the following:

Discover the alternative to “throwing content spaghetti on the wall” and learn how to strategically plan your content.
Uncover the secrets to creating content marketing that works, and learn how to ensure you get the most ROI from your content.
Find out how to build trust with your audience over time, and discover how to overcome buyer hesitancy. listen to this contentListen to this episode on:

Highlights in this episode:[00:01:11] Content strategy is often misunderstood as a plan for writing content.

[00:03:38] The key is having a clear plan and specific goals you want to achieve.

[00:04:50] Getting to the “execution with ease” stage of digital marketing means embracing strategy. Strategic content is like the secret sauce that brings together all your content marketing efforts.

[00:06:07] Before you start churning out content, it’s important to do some foundational brandscaping.

[00:09:31] Pro tip for creating content marketing that actually works.

[00:10:41] How are you going to distribute your information? What content formats will you focus on?

[00:13:42] The third leg of the triangle is choosing content topics that are impactful.

[00:15:05] There’s two tests I like to put content through to make sure that they’re doing this.

[00:18:10] I have a free template available for you over in my show notes. It’s intentionally simple.

[00:19:21] The four questions every content strategy should answer

[00:21:02] Creating a killer content strategy isn’t a one-and-done deal. It takes constant research.

Crafting the Perfect Content Strategy: A Step-by-Step GuideContent strategy is often misunderstood as a plan for writing content. Yes, content creation is one of its many jobs. Its primary job, however, is designing how content will be created and why it exists in the first place.

As the great Sun Tzu famously said, “Tactics without strategy is the noise before defeat.”

Spray and pray isn’t a strategy! And neither is, as I somewhat sarcastically say, throwing content spaghetti on the wall and hoping it sticks.

Spray and pray isn’t a content strategy! It’s not even a tactic. – Britney Gardner
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A successful content strategy should always be present before any content production begins. But what is it? How do you create one? And how can you use it to craft better content? Let’s dive into the fundamentals of effective content strategy and how you can start using one to improve your brand’s content efforts.

What is content strategy?* A content strategy is an overarching plan in which you use content (audio, visual, and/or written) to achieve your business and marketing goals. * It’s the whole shebang when it comes to planning, creating, distributing, and measuring all kinds of online content. * By contrast, “spray and pray” content marketing is when marketers throw content spaghetti on the wall and hope it sticks without strategic decisions guiding them.

And I’m not just talking about throwing some random blog posts or social media updates out into the void. No, no, no! The key is having a clear plan and specific goals you want to achieve.

A well-crafted and usable content strategy can help businesses that launch identify the type of content that best fits their audience’s needs at various stages of the buyer’s journey, create awareness around their brand or course, increase conversions, and build trust among customers.

Key Takeaway:The alternative to “spray and pray” content creation is strategic content.

Strategic Content Goes Beyond A Strong Content StrategyIdeation to execution sounds fancy, but that’s what we’re talking about. Getting to the “execution with ease” stage of digital marketing means embracing strategy as an elevated, higher-level activity. It goes beyond a single plan to encompass all aspects of content creation, publishing, and promotion.

What is strategic content?Strategic content planning is like the secret sauce that brings together all your content marketing efforts, giving them a clear purpose and direction. Think of it as your trusty arm that carries your message to your best client with precision and impact.

And also, remember that you may have a launch event with the most epic training, best-written email sequences… and there’s still a large segment of your audience that wasn’t ready to buy. Your strategic content will nurture them till they’re either ready next time, or till they decide to exit your world.

Foundational Brandscaping Shapes EverythingBefore you start churning out content like a content-churning machine (eek?), it’s important to do some foundational brandscaping. It feels basic, and also it’s important. Most of my content planning clients have, at some point, muttered, “I’ve already done that.” And I always want to reply that it should be easy to move through quickly then!

That means figuring out who your best client is and what their journey looks like. But let’s not forget the real reason we’re here–to solve their problems in a way that’s so elevated it makes them go “wow” (or at least raises an eyebrow). That’s what sets you apart from the boy-parenting coach up the road, and that’s what you’ll be screaming from the digital mountaintops with your killer content. So let’s get started, shall we?

Who’s your who?We already know you’ll be planning, creating, and managing content to meet the specific needs of your audience. The secret is to know your audience inside and out. Who are these mythical creatures that will be reading your content, you ask? Well, you’ll need to do some good old-fashioned research to find out.

This includes researching demographics of your best client, their interests (this one is key!), and any other factors that could affect how they interact with your content. Beyond demographics, you need to know what’s driving them psychologically. Aspirational factors matter.

Once you clearly understand who your audience is, you can start to plan out topics and formats that will engage them. You won’t resonate without it.

Just put yourself in their shoes and think about

what they want,
what they need,
and what they’re interested in.

And if you’re feeling extra brave, why not actually ask them what they want to see from you? Trust me, it’s way better than just guessing and hoping for the best. So, get to know your audience and watch your engagement soar!

What’s their unique problem or goal?Providing value to your audience depends on what they’re currently finding valuable–as in, what’s the big problem they’re facing?

Think about it–why are people even bothering to read your content in the first place? It’s because they have a problem or a question that needs solving, and they’re looking to you for some much-needed guidance. So, if you want to keep your audience engaged and coming back for more, you gotta give ’em what they want in high-quality content.

If they see you as a few steps beyond them (more than one, please!) and you’re talking about a solution just one step beyond them, they start seeing you as part of the solution. But they’ll only get that insight when you’re sharing incredibly relevant content regularly.

So, get to work and start solving those burning questions and pesky problems. Your audience will thank you for it!

No amount of marketing can fix content that doesn’t build upon your foundational brandscaping. – Britney Gardner
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What is the goal of your content?I’m about to give you a pro-tip for creating a content marketing strategy that actually works. Spoiler alert: it’s all about having goals. Whether you’re looking to boost brand awareness, generate leads, or drive more sales, your content marketing strategy should be designed with these goals in mind.

Think about it–if you don’t know what you’re trying to achieve, how can you possibly create content that’s going to get you there? It’s like trying to play darts with a blindfold on. So, take that blindfold off and get laser-focused on what you want to accomplish.

Nurturing your audience between launches is the bare minimum for a content piece’s goal. How are you building trust between launches? Or, to put it more delicately, are you completely ghosting your people and having to start the trust-building journey over for your next launch event?

Creating engaging content for your target audience is an essential part of any thoughtful content strategy. What are you hoping to do beyond engage them?

And hey, if you’re feeling extra fancy, why not break those big goals down into smaller, more manageable ones? That way, you can actually track your progress and see how you’re doing.

Key Takeaway:No amount of “marketing” can fix content that doesn’t build upon your foundational brandscaping!

The Strategy Means There’s An Intentional Way You Share Information In ContentStrategic content planning means intentionally spreading your content like a social media disease across all the major platforms, websites, and any other channels you can think of (billboards, anyone?).

It’s like a chef carefully portioning out ingredients to make a delicious meal–they don’t use all of the ingredients at once, but strategically spread them out as needed over time.

Now that you know your who and you know what’s driving them (that big, niggly problem)–how are you going to reach them with your marketing plan? Are they:

likely to fall down the Google search rabbit hole and read blog posts rich with buzzwords?
Short-form video connoisseurs that live and breathe on TikTok?
taking long, podcast-blaring drives on the regular?

What content formats will you focus on?We’ve got three things to consider here:

Type of content: written, audio, or video
Staying consistent with a system
Which social platforms you’ll use to distribute and publish

Whether you choose a blog, video channel, or podcast as your primary weekly content–create killer content that meets your audience’s needs and hits your business goals, write it down, and stick with it. Share it on the right social platform that you chose for your who, and keep at it over time to ensure it’s seen by the right people.

By following a simple content system for each topic you work on, you can ensure that you’re getting the most ROI from your content management system.

The human brain subconsciously processes 11 million bits of sensory information each second. Setting up your content on the right platform where your people choose to spend time increases your odds at connecting with them.

If you really want to take things to the next level, try collaborating with other content creators in your industry. Maybe you team up for a guest blog post or a joint webinar – either way, you’ll be able to tap into each other’s audiences and get your content in front of some fresh faces. Plus, it’s always more fun to work with a partner in crime, am I right?

Key Takeaway:You’re choosing how to set up your content plan based on your audience AND your needs.

Choosing Impactful Topics MattersDon’t forget the content topics that take your best clients on a magical journey. Gone are the days of publishing anything and everything; content marketing must be relevant to your target audience at every stage of the buyer’s journey to engage and generate leads, sales, and engagement.

Strategic content leads your audience member on a journey–since only 3% are ready to buy RIGHT NOW, you’re serving the other 97% until they are or until they exit your audience.

Overcome buyer hesitancyTopics that give your audience a new perspective or a quick win to build trust. How your topics and content build upon each other increase the likelihood that you’ll build that trust over time.

you wouldn’t ask someone to marry you on the first date, right?
your goal is to get them thinking “I hadn’t thought about that yet…” This is the greatest moment any of your audience could have in regards to considering YOU as part of their solution

Choose your topics thoughtfully, like a fine wine, based on how they fit together and how they’ll hold up over time. This way, you can evergreen them later and give your content even more power to make an impact.

Putting out content and expecting someone to buy right now is kind of like asking someone to marry you on the first date. – Britney Gardner
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SEO experts will talk about keyword clusters–and you can think of topic clusters in the same way. Does this topic lead into another question my best client will have? Make sure you cover them both for better nurturing–and therefore trust-building.

The kindergarten testRelated topics are like the threads of a tapestry that, when woven together, form a beautiful and detailed picture. Choosing impactful topics means acknowledging, they need to play together. They need to pass the kindergarten test (do they play well with each other)!

The “what’s in it for me” filterWhenever you create content, whether it’s the larger topic at hand or a smaller, repurposed element of that larger topic, it needs to answer this question from the audience’s perspective. That means it isn’t a demo of your product; it’s a demo of how your product solves a solution your best client is looking for. Example: your content database doesn’t organize your content; it saves you time because you can find the infographic showing the two content tests in thirty seconds.

Put every piece of content through the question–what job does this do for my people?

By doing this, you’ll ensure your message reaches the right people in the right way, making your brand stand out from the competition. And let’s face it, who doesn’t want to stand out from the crowd?!

Key Takeaway:Impactful topics build upon each other and bring warm leads through a trust-building journey.

Content Strategy TemplateI want to help you build a content marketing plan. A template is a useful tool for developing a successful content marketing plan. A content system template is designed to structure your content and guide its creation, management, and analysis. It’s a handy starting point for crafting a strategy that meets your business goals.

There are a ton of them online. And as I peruse them–they all look unnecessarily complicated. I hate that because it makes it seem like you need an MBA to understand how to plan content strategy, and that’s not the case. You just need to see which content format and topics work, and where.

Here’s what I want to see in a content strategy template:1. What do your people engage with? This will determine whether the piece of content is video or written, for example. 2. What’s the goal of this piece? That’s how to plan your CTA so your content marketing goals aren’t lost. 3. Which content pillar or content bucket does this topic fall into? 4. Which other pieces of content will this piece link to, so you can lead your viewer on the journey we talked about? Distribute content so they weave together. (Remember, we don’t have to create new content when we already have different types of content that do the job!)

Sample Content Strategy PlanUgh, planning. But listen, with this content strategy template, you can totally structure your plan and figure out what kind of content will help you meet your business goals. It’s like a roadmap for your content journey. Use it to get a clear vision of how your audience and your editorial calendar interact. Nailed it!

Want a copy of this topic-based content strategy plan example?

** if you already own the Content Multiplier Tool, add this as an extra sheet to that tool. They play well together!

A content plan is a written plan to help manage the distribution of content. It outlines content goals, audience targeting, and creation strategies for each piece of content you produce. For a therapist, a content plan could include a weekly podcast to create audio content and blog posts to create blog content. In addition, it could include social media posts that target relevant audiences and target keywords.

People Also Ask: What should my content marketing strategy include?If you want to make it in this content game, you gotta do more than just attract and engage your target audience–you gotta keep ’em comin’ back for more! That means things like search engine optimization (SEO) to boost your traffic and creating top-notch, quality content that really hits home with your potential customers. Remember, at any given time, only 3% of your audience is ready to buy. How are you nurturing the other 97%?

If you want to make it in this content game, you’ve got to do more than just attract and engage your best client. – Britney Gardner
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Don’t forget to plan out the entire content lifecycle to maximize your content’s impact and support your goals. This includes creating a plan for content conception, editing, distribution, promotion, evaluation, analytics, repurposing, updating, archiving, and even removal.

Your content plan is a subset of your brand strategy and should reflect the different buyer phases of awareness, consideration, sales, or loyalty. To make your content marketing count, aligning your goals with your personal brand is important.

How often should I update my content marketing strategy?Content marketing strategies should be reviewed and updated periodically to succeed. A content plan, or “content calendar”, can help manage content distribution and ensure that content is produced and shared regularly. Documenting your strategy and implementation to measure its effectiveness is important–78% of marketers experienced exceptional success in 2021 with well-documented content marketing strategies.

Why document? You won’t always be the person doing all the marketing. You should be outsourcing parts of it soon, if not already!

Want to know if your documented content strategy is a winner or a snoozer? Keep tabs on your content measurement dashboard like it’s your ex’s Instagram. Monthly check-ins will give you the lowdown on important metrics like:

website visits – whether that’s on Google Analytics or elsewhere
time on website (versus bouncing right away)
social media shares
email open and click rates

You’ll know right away if your current strategies are working or not. You may find–especially for some topics–you need to improve your content and think of it as a work-in-progress. Keep your strategic content planning up-to-date and you’ll hit your target audience with more bullseyes than a weekend at the archery range!

Why is strategic content planning so important?Did you catch the statistic that the average brain–you, that is–processes 11 million pieces of information each second? Stopping that scroll on the socials, nabbing their attention for your podcast… it takes strategic content planning. It helps you to create content that is unique, relevant, and optimized for engagement.

With anything–a golf swing, a dartboard, sharpshooting–they’ll always tell you to look where you want to end up. Aim your body in the direction you’re swinging. It’s the same in the world of how to plan a content strategy.

If you want to make sure your content is getting in front of the right people, you gotta plan it out right. Strategic content planning is key to making sure your message hits home with your target audience and achieves your marketing goals.

Content works when you work it!

Content works when you work it. – Britney Gardner
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How will you determine how to publish and promote each piece of content?When it comes to publishing and promoting content, here are the steps we cover:

The first step is to analyze the content dashboard of your website or blog.
Identify which pieces of content would be best suited for your who and what marketing channels (that is, social or owned platforms) will showcase that piece of content best.
What is this piece’s goal? The goals of each piece of content must be aligned with how your best client uses each channel, or marketing platform. If they don’t like watching Instagram with the sound on, you’ll want to make sure your content doesn’t need sound to get the full effect.
Find a balance between quantity and quality of content. If you post too much content too quickly, it may lead to audience fatigue and decreased engagement.

ConclusionOkay, listen up, folks! Crafting a killer content strategy isn’t a one-and-done deal. It takes constant research and monitoring to make sure you’re hitting the mark. Strategic content planning keeps your content creation in sync with your goals, audience, and marketing objectives. It’s like a roadmap for your content journey, and it’s gonna make your life a whole lot easier.

And hey, if you’re still hungry for more knowledge on content strategy, have you read the article on long-term content strategy plan success yet?

Quotables:Resources Mentioned* The Show Up System * Content ROI Dashboard

Music by Michael De La Torre. Thanks, Mikey!

The post Strategic Content Planning For Multi-Six Figure Course Creators #232 appeared first on Content Strategy by Britney Gardner.

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Get ready to embrace your uniqueness, because in this episode, a content marketing expert spills the ironic beans that entrepreneurs must show up authentically and use their unique voice to build a sustainable business that transcends the fleeting success of “viral” content.

“You have to make sure that you’re using content as a filter. Good content will turn off more people than it turns on. It’s a filter. It is a freaking obstacle course for the people who don’t get you. But your people will get it, and the rest will move on so you can serve your people better.”

Here’s what I cover:

Why content marketing? There are a LOT of other tactics other there, right?
What are the steps to organizing a long-term content marketing strategy that sets you up for sustainable success?
Master the art of using content as a filter to attract the right customers while repelling the not-so-great ones. Listen to this episode on:

Highlights in this episode:[00:00:32] The viral content type of content rarely leads to business success. Content marketing isn’t a short game; it’s a slow burn.

[00:01:28] Beyonce now has more Grammys than anyone else. But she still hasn’t ever won best record of the year.

[00:03:45] There are three steps to organizing a long-term content marketing strategy.

[00:05:01] Content marketing helps you stand out from your competition. It allows you to establish your unique voice and share your story with a wider audience.

[00:07:45] Being on social media is going to be part of a visibility strategy.

[00:10:18] The reality of a course business is you have to keep growing your audience to continue serving more people. Your marketing plan has to make allowances for losing audience members.

[00:13:47] Content marketing takes time.

Moving Beyond Virality + Short-Term Success: You Have To Show UpViral content seems to be the holy grail if you follow the Instagram or TikTok crowd. It gives you a whole lotta good feels, right! People like you! But this type of content rarely leads to business success–some of my most-viral content not only didn’t result in a single lead, it actually detracted from my marketing message. Your marketing efforts have to consider the long-term impact of your content if you want to set yourself up for long-term success. Content marketing isn’t a short game; it’s a slow burn. And that burn still kindles into a fire at some point but it takes time and effort to get there.

Content marketing isn’t a short game, it’s a slow burn. – Britney Gardner
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We’ve got a pop-culture moment that is the perfect example:

Did you hear Beyonce has more Grammys than anyone else now? When I first heard that, of course, I was impressed. But then I also read she still hasn’t ever won best record of the year, and I was floored. I immediately thought it was so much like going viral, but then fading away… versus consistent quality, month over month.

Another example, Meryl Streep, who has a running joke that she gets nominated for Oscars only to lose them. Do you want to be Meryl Streep? Or do you want to be Geraldine Page one of the first people she lost an Oscar to–who I’d never heard of till I googled that today?

It’s okay to be Geraldine Page. There’s nothing wrong with having some short-term success in the movies and then enjoying that, or moving onto a different career, whatever. Many are thrilled with that short-term success. But if you’re in it for the long haul, the only way to be sustainable is to be YOU. YOU have to show up. Your voice. Your values. Your ideas.

The only way to be sustainable is to be you. You have to show up with your voice, your values, your ideas. – Britney Gardner
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…So to quote Lin-Manual Miranda (who’ll probably end up overtaking Beyonce at some point, too!), “You’re face to face with greatness… and it’s strange.” The hardest part of all this is owning you are good enough. That YOU, yes you, on your own, are enough.

You won’t reach the alternative to short-term success without embracing your involvement in the great content that leads your audience to you.

3 Elements of a Successful Long-Term Content Marketing Strategy Organizing a long-term content marketing strategy does not have to be an overwhelming process. With the right steps and an eye for detail, you, a content marketer, can craft a plan that will make your content stand out from the competition–and deliver your best client right to your inbox.

Choosing strategic contentThe first step is to create strategic content that speaks to your target audience. You need to build it on your brandscape foundation for that. Intentionally choosing where it goes and how you break up long-format content into smaller pieces you can use on your chosen social platforms is part of that strategy, though that’s more of a one-time decision and less of a day-to-day decision.

When it comes to what you’ll say day-to-day, choose topics with long-term impact so you can depend on them. Choose topics that play well with each other and lead your audience on a journey to trusting you as part of the solution to their problem.

Show up for your peopleThe second step is to hone an evergreen strategy that focuses on delivering valuable content on a consistent basis over time–and that means showing up with the attitude that you’re here to serve your people.

This is true whether you’re a B2B, B2C, or B2E business–your audience needs a voice they associate with your brand.

When you’re actually posting and creating compelling content, there’s a filter you need to run every single piece through: what’s in it for me? Are you posting something to boost sales? Then it’s not aimed at your best client.

Instead, are you posting something that helps them reframe a perspective that’s been holding them back? THAT is for them. And it will likely lead to a sale, but the goal is helping your people.

This takes dedicated action over time.

Multiply your content effortsFinally, make sure you track results regularly so you can adjust any areas of the strategy as needed in order to boost effectiveness. I’m a big fan of having a content dashboard as a one-stop place to see the ROI of all your current content testing. Then it’s incredibly easy to see what will repurpose well and become part of the evergreen content plan. Following these three steps will help you successfully organize a long-term content marketing strategy.

Key Takeaway:A long-term content strategy depends on a personality-driven marketing machine.

Why Content Marketing?Content marketing is a way to elevate your business. It helps you stand out from the competition. And it provides an opportunity to establish your unique voice and share your story with a wider audience. Your unique voice is what separates you from the ADHD business coach up the road–even if you have the same training and same work experience.

By creating content that resonates with your best client, you can:

build brand loyalty
create trust
increase engagement.

Content marketing is like a dynamic store window, where you can show off who you are and what you offer to passersby, inviting them inside to see what else they can find. It also allows you to foster relationships with potential customers through meaningful interactions–that are meaningful because you showed up from a place of service over sales. Content is the key element in any successful business strategy as it serves to

inform
educate
entertain
engage people all around the world.

Bring the “you” back to your contentThe unique combo of your energy, your personality, and your knowledge being the exact right fit for others is a hard concept for some. If Imposter Syndrome is basically your uninvited stage-4 clinger, you’ll be thrilled to hear that creating more content is actually one of the best ways to work through it. You can’t help but become an expert in your field when you keep talking about your stuff–you end up working through all the nigglies that caused it to begin with.

But what about your audience, what if they don’t like you? That’s a common question for those embracing a true content creation plan.

I’d like to give you another perspective: if they don’t like you, they were never your best client. And they really shouldn’t be in your audience. You’re not making content for your mom or husband’s approval–you’re making it for your audience to decide if they like and trust you enough to become a part of your community.

Key Takeaway:Creating content with your best client in mind is the number one goal, test, and filter for how + why you create content.

Make sure you’re using content as a filter“You need to turn off at least as many people as you turn on or you don’t have a brand, you have an advice column with lackluster personality.”

Good content will TURN OFF more people than it turns on.

You need to build a filter. It’s a freaking obstacle course for the people who don’t get you. But…your people–your ideal customers–will get it. And the rest will move on. So you can serve better.

Your content is a filter, but it won’t filter out the bad fit unless YOU show up. You with your whole self.

Good content will turn off more people than it turns on. It’s a filter. – Britney Gardner
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Why engaging is part of your content strategy

It’s kind of popular these days to say you just don’t do social media–and if you’re not in business, I think that’s a fine policy. But you are in business. You do need an audience. Long-term content success can no longer be built by easy-button tactics.

The heydey of treating Facebook ads like an ATM machine is over
Spamming your blog posts with SEO keywords doesn’t work.
Content isn’t just fill-in-the-blank templates that you can send to your social media manager.

Being on social media is part of a visibility strategy. And it’s more than that–you have to show up with your whole self. You need to come with a spark of service for your people.

You have to show up with your whole self. You need to come with that spark of service for your people. – Britney Gardner
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Allowing your audience to see enough of you to grow that know, like, and trust factor is the goal. And they won’t get that if you simply hire a social media manager and duck for cover.

The emphasis should always be on crafting quality content that is targeted to your best client–rather than going viral. If your video earns 1 million page views or ten, it won’t make a difference if it does not reach the right people. Of course, if it doesn’t reach anyone at all, we have a different problem…

Let’s talkA Cautionary Tale: Inconsistent ContentPicture this: you’re at a conference (possibly for the first time in a few years?) and you can tell the whole lineup of speakers has been designed to push the attendees into a sale for a big program. The speakers know their buyer persona. They’ve built a large audience over the years.

The moment for the big pitch has come. Maybe they weren’t even hiding it–maybe they even shared all the actual details of the program in advance to give their attendees the best information to make an informed decision. And the pitch happens, but there aren’t people jumping out of their seats in droves. In fact, the speaker even asks for a raise of hands and it’s not quite crickets, but may as well be. There could even be a full-on cicada chorus, for how awkward the moment is.

I’ve witnessed this exact moment. It’s heart-wrenching.

And in this particular case, it’s worse because… I saw it coming.

The speaker in question has been incredibly inconsistent with their content marketing efforts for a while. Though they’re probably sitting on years of gold–content that has performed in abundance in the past, they weren’t sharing it. I’ve been on this person’s list and received spotty, hot for a moment, and then cold for months emails. I’ve seen their social media peak and decline. Their audience hasn’t shrunk–but they haven’t been nurturing their people with consistency and care.

They haven’t shown up from a place of service.

The reality of a course business is, you have to keep growing your audience to continue serving more people–especially when you run live, cohort-based programs. Your marketing plan has to make allowances for losing audience members:

due to a bad fit, either for values or other reasons
leaving the business
because of bad timing in their real life

Content marketing is a long-term investment, so anytime you take a break from the production or distribution of that content… you lose out on rebuilding your audience and keeping the numbers of loyal community members high enough to support your launch goals.

Marketing campaigns don’t exist in a vacuum. Your people need you to continue showing up!

Key Takeaway:Bigger businesses need to nurture their audience between selling periods just as much–if not more–than smaller businesses. It’s a must for us all!

Long-Form Content Provides Consistent SuccessWhat types of content marketing are there?Inbound marketing, as Hubspot has famously called it, is using content to attract potential buyers into your world. Content Marketing Institute says, “In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.” Ultimately, the reader will buy from us as a result of this education.

Given that, the most common content marketing endeavors for established online businesses that launch digital information products like courses are:

long-form content like podcasts, video channels, and blogs
short-form content like Instagram or LinkedIn posts
short-form content disseminated from long-form content
mashups of all the above, like LinkedIn newsletters or carousels that distill long-form into bite-sized chunks

The next question you’ll be asking is, how do I know what to try? What’s worth the time and money investment?

Are you spending your time on what is time-worthy?Knowing your content marketing ROI is the key indicator of whether something is worthy of your time. If you’re not measuring your current results, you won’t be able to plan for better content in the future. Some KPIs you need to determine:

Website Traffic: One of the most basic KPIs for measuring the effectiveness of your content is website traffic. How many views are relevant articles getting?
Engagement: Engagement metrics, such as social media likes and comments, can indicate how well your content resonates with your audience. I’ll argue that shares, retweets, and saves show better engagement.
Conversion Rates: sign-ups of emails and subscribers, purchases, or downloads. How many can you tie to each piece of content?
Time on Page: Measuring the time that viewers spend on your content can show how engaging and valuable it is.
Click-Through Rates: Click-through rates (CTRs) can help you determine which content is delivering viewers to key pages like sales pages.

What does high-quality content look like?Quality content is both simple and complicated. It’s simple because it’s engaging content that proves its return on investment. It results in shares, newsletter subscribers, and drives traffic into your program delivery funnel (whether that’s a discovery sales call, challenge, webinar, etc.). So… just create more engaging content, right?

High quality content will deliver results–if you’re not getting results from your content, there’s something in the content strategy that hasn’t been addressed yet. – Britney Gardner
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Creating successful content that does all this, of course, is a bit more complex. It will always circle back around to your foundational brandscaping:

who are you serving?
how are you serving them?
what serves them at the place where they are today, so they can see themselves at the place where your offer is a good fit?
where do they hang out?

Content creators who do content marketing right live and breathe these questions. They constantly run each piece of content through the “what’s in it for me” filter as if they were their ideal client. They not only run content through that filter, they also run it through the kindergarten “plays well with others” filter so it creates an easy, meandering path of brand awareness to purchase. They need a plan that walks that client through a journey where they can’t help but trust you. And they build themselves, and their personality, into each step in that journey.

Let’s talkResources Mentioned* Content ROI Dashboard * Content Templates Are Harming Your Business

Music by Michael De La Torre. Thanks, Mikey!

The post Moving Beyond Virality To Long-Term Content Marketing Success #231 appeared first on Content Strategy by Britney Gardner.

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Be the expert in your specialized niche and become a thought leader with Natalie’s tried-and-true business models.

“When you specialize your niche and narrow down, we need to be repelling a whole lot of people. When you start attracting your ideal client, everything becomes easier, and it makes you extremely referable because you are the person that does that.”

Natalie Eckdahl helps consultants, marketers, and financial professionals build an enduring business through her long-standing podcast, Biz Chicks, and her group coaching program and courses.

In this episode, you will learn the following:

What is the difference between specializing and niching in business?
How can entrepreneurs trust their intuition when determining their business model?
How can entrepreneurs build a business in the agency model for freedom and profit?

Listen to this episode on:

Highlights in this episode:[00:02:20] Today we’ll talk about the difference between specializing and Niching.

[00:03:31] What’s the difference between specializing in niche and just choosing what you want to be known for?

[00:05:49] When you specialize or niche or combine the two, you start to become an expert in what you’re talking about. That is when you attract people to you through your thought leadership.

[00:11:54] When it comes to knowing where your people are, it’s so key. The more you narrow your business, the more you get clarity on all of these things.

[00:17:39] Knowing where visibility boosts come from.

[00:19:06] Natalie markets through her podcast and sales calls have become easier. [00:23:47] Natalie’s goal is to help women pay themselves 8-10K/month.

Quotables:

We specialize by the work that we do, and we niche by the who. – Natalie Eckdahl
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The more you narrow your business, the more you get clarity. – Natalie Eckdahl
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I want people to listen to my podcast so I can nurture them instead of having to do a cold sales call with them. – Natalie Eckdahl
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Trust your intuition and watch. There are a lot of flashy things out there, but don’t go with what the latest guru is teaching. – Natalie Eckdahl
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We need to be repelling a whole lot of people. I promise and guarantee your business will be easier and more profitable if you niche it. – Natalie Eckdahl
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Unlock Your Business Potential: 8 Steps to Benefiting From Niching vs SpecializingAre you an entrepreneur or business owner wanting to unlock your business potential? Then you’ve come to the right place! In this article, I will show you 8 steps to benefiting from niching vs. specializing–including the difference between them.

About Natalie EckdahlNatalie Eckdahl, a consultant, marketer, and financial professional, who has been helping entrepreneurs and business owners build an enduring business through her long-standing podcast, Biz Chix, and her group coaching program and courses, has figured out the secret to success. She has created a system called Specialized Niche Business which gives entrepreneurs expertise, authority & clarity. Through this system, Natalie Eckdahl was able to create an automatic yes business and I’ll outline how she did it in detail. Natalie is an expert in helping entrepreneurs figure out where their people are and which platforms are best for their business, based on their unique niche. Natalie also emphasizes that entrepreneurs need to pay attention to the word-of-mouth referrals and reviews that are happening in their industry.

Why Is It Important For Entrepreneurs To Consider Niching vs Specializing?For entrepreneurs, niching vs. specializing is an important consideration when launching a new business. And even so, so few know enough about it to even define the two.

Traditional marketing mumbo-jumbo speak would say, “Niche marketing is a way to focus on a specific segment of the market to target and reach potential customers.” Specializing, on the other hand, is a way to focus on a particular area within a market and develop expertise there.

Natalie has a different perspective. “We specialize by the work that we do, and we niche by the who.” It’s like a baker who specializes in baking cakes, but niches down to creating custom cakes for weddings.

The specialized niche allows entrepreneurs to become known as an authority in their field, which can help them stand out from their competitors and attract more clients. Specializing also allows entrepreneurs to hone their skills and create a unique product or service that is highly sought after and in demand.

Here Are The Steps You Need To Follow To Define Your Specialized Niche:1. Recognize the difference between specializing and niching.
2. Identify what you want to be known for and the target audience you want to serve.
3. Combine the two to create a specialized niche.
4. Become an expert in your field.
5. Speak with authority and attract people to you.
6. Analyze where your target audience is located and focus on those platforms.
7. Take time to pause and reconsider before jumping on the newest trends.
8. Re-evaluate your message and tactics to ensure they are tailored to your specialized niche.

Recognize the difference between specializing and niching. The first step in this podcast is to understand the difference between specializing and niching. Specializing is defined as the work you do, while niching is defined as who you target or serve. When you combine the two, this is referred to as a specialized niche.

Specializing is the “what” of a business. It involves the actual services and products offered, the techniques used to perform those services, and the expertise in the field. Specializing is the primary skill or expertise of a business.

Nicheing, on the other hand, is the “who” of a business.

In order to become a specialized niche, it is helpful to understand who your best client is. This means getting to know the industry they work in, the biggest struggle or goal they’re currently thinking about, and what’s already prevented them from fixing that issue. Once you have clarity on who your ideal client is, you can start to become an expert in the field and become a thought leader in the space by talking about that problem or goal–and giving them a quick win or insight. This will help you attract your ideal client, as well as make it easier for you to be referred by other people.

When combined, specializing and niching create a specialized niche, which is an automatic “yes” business. It involves having a detailed understanding of the services offered, who the best client is, and how to attract them. With a specialized niche, entrepreneurs can charge higher prices, have fewer competitors, and become a thought leader in their field.

It’s important to note that specializing and niching are not mutually exclusive. In fact, many entrepreneurs will specialize in a particular niche or industry. This is especially true for those in the business of providing services, such as health coaches or web developers. By specializing in a narrow area, they can become experts in the field and charge higher prices for their services. Additionally, they can more effectively target their services to their ideal customers and create a more sustainable business model.

On the other hand, niching doesn’t always require specialized services or products. In fact, many successful entrepreneurs have built their businesses by targeting a specific demographic or industry without specializing in any particular skill. For example, a health and wellness entrepreneur may provide general nutrition and wellness advice to a specific age group or lifestyle. It may be harder to become known in that way, but it isn’t a non-starter.

2. Identify what you want to be known for and the target audience you want to serve.Next, identify what you want to be known for and the audience you want to serve. To do this, you need to think about who you are as a business and what your main focus is. Research and ask yourself questions such as:

What type of content do I want to create?
Who do I want to work with?
What is the main message I want to convey?

Once you have identified your main focus, you can start to narrow down your target audience (or niche). Think about what kind of people will be uniquely interested in your services, products, or content and the type of industry you want to focus on.

Think of it like this: when you go fishing, you throw out your line and wait for something to bite. The type of fish you want to catch is called your target audience – in other words, what you are aiming for! You pick the right bait and use the right technique to lure that type of fish and catch them. The last part is a bit bro-market-y, but you get the idea.

This will help you create content and campaigns that are tailored to the needs of your audience and will help you stand out from the competition. Additionally, it will also be easier to find potential clients as you know who you should be targeting. Once you have identified your target audience and what you want to be known for, you can start to create content tailored to those audiences and create campaigns that will help you reach them.

3. Combine the two to create a specialized niche.Combining the two (what you want to be known for and your best client) to create a specialized niche is the key to becoming an “instant yes” business. When you combine the two, you create an offer that is unique and tailored to the needs of your best client.

For example, you could specialize in holistic health and focus in on hormone balancing. This allows you to become an expert in a very specific area and become the go-to person for women struggling with the symptoms of hormone imbalances. Additionally, you can niche down further by focusing on a specific age and set of symptoms–maybe post-partum hormone recovery is your narrow niche, or perhaps you’ll choose hormone balance for middle-aged athletes.

Which of the following headlines would be more powerful if you were a committed marathon runner struggling with acne (still!) at the age of 38? “Live better with balanced hormones” or “Get more energy while training and cure your irregular cycle by balancing your hormones?”

When you create a specialized niche, you are able to stand out from the crowd and become a leader in your industry. You can create a unique offer that is tailored to the needs of that particular person. Additionally, you can:

develop a powerful marketing strategy to reach your target market
become the go-to person for that niche
create content and engage with your target audience to build trust and relationships

Niching down and specializing also allows you to focus your energy, time, and resources on a specific area and hone your skills. This allows you to become an expert in that highly specialized niche and become an instant yes business. Additionally, you can hone in on your unique advantages and stand out from the competition with a solid brand in this known area.

4. Become an expert in your field.Becoming an expert in your field is an essential part of finding success in the content marketing space. Once you specialize and niche your business, you will be able to speak as an authority and attract the right people to your business.

Additionally, it will be easier to make referrals and become more referable, a must in the services space online. Becoming “very referable” means that both people you know and those you kind of know have a solid grasp on what you do and who you do it for–the very definition of a specialized niche.

There are plenty of ways to develop your expertise in your network:

develop relationships with people who are already successful in the space
joining industry forums
consider creating (more) content that showcases your expertise
speaking at events and conferences to further demonstrate your expertise and establish yourself as an expert in your field.

5. Speak with authority and attract people to you.The fifth step in the process of is to speak with authority and attract people to you. To be quite clear, this isn’t magic. You don’t wave a wand and immediately, masses come running. This step involves using the information from the previous steps to develop your own thought leadership and become an expert in your field.

Once you have a specialized niche, you must use it to inform other aspects of your business. This includes your website, social media presence, podcast, and events. I’ve spoken about working through feelings of Imposter Syndrome by creating more content–this is another way of saying that. By speaking with authority and focusing on your specialized niche, you can become an expert in your field and draw more people to your business.

It is also important to be consistent in your content creation. This means not only publishing regularly but also creating content that is relevant and useful to your target audience. Finally, it is important to measure your content marketing efforts. This can be done by tracking the performance of your content, such as the number of views, downloads, and shares. This will help you to understand what is working and what is not, allowing you to adjust your content strategy and make it more effective. By following these steps, you can effectively use content marketing to attract more people to your business and become an expert in your field.

6. Analyze where your best client is located and focus on those platforms.Step 6 is to analyze where your target audience is located and focus on those platforms. For example, if the target audience is not on TikTok, then investing time and energy into building a presence on that platform may not be necessary. Instead, focus on platforms where the target audience is more likely to be, such as LinkedIn, Instagram, Pinterest, and others. Once you know where they are located, you can create content that is tailored to those platforms, such as videos for YouTube or audio for podcasts, and focus on building a presence in those areas.

Bonus:

Creating content that speaks to your ideal client’s problem is essential for successful marketing. Knowing how to craft effective messages tailored to the needs of your target market can help you stand out from the competition and increase ROI. Utilizing video, stories, analogies, and case studies are all effective ways to communicate the value of what you offer and make a lasting impact on potential customers.

Take time to pause and reconsider before jumping on the newest trends.Are you in the habit of jumping on the newest trends? We all have a tendency to get caught up in what’s popular when the algorithm pushes it, but it can be helpful to pause and reconsider before joining in. Short-form video content, trending sounds, and other fleeting fads can quickly take over our newsfeeds and pull us away from our long-term goals–especially if the reasons you chose your specialty require more nuanced thought than soundbite marketing can effectively share.

Before diving head first into the latest buzzworthy trend, ask yourself: Will this help me reach my long-term goals? There is such a thing as being too much of a niche marketing strategy!

Re-evaluate your message and tactics to ensure they are tailored to your specialized niche.Step 8 is to create a content strategy that fully encompasses your message–the message that resonates with the best client now that you’ve found your niche. Any content plan should be based on strategic content that serves your audience well, allows you to show up as you are, and is built to hone in on what works. If not, it simply isn’t going to be sustainable in the long term.

Your niche audience will resonate with the content you create in a measurable way–so you’re a profitable business. They’ll relate to the stories you tell and the suggestions you make slowly as they learn to trust you while moving along the customer journey.

To conclude, specializing and niching are two similar, but different, topics to define as a small business. When combined, they create a specialized niche that helps entrepreneurs become an expert in their field, stand out from the competition, and be a lucrative “instant yes business.” With the right guidance, you can unlock the potential of your business and achieve the same results as Natalie Eckdahl.

I’d love to hear how you apply the Specialized Niche Business format to build expertise, authority & clarity. Leave me a comment on how it went for you or drop any questions you want me to answer!

More on Natalie:Website | Instagram | LinkedIn

Resources Mentioned:Best Client Landing Page

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The post Discovering Your Specialized Niche with Natalie Eckdahl #230 appeared first on Content Strategy + Marketing Strategist Britney Gardner.

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When an overwhelmed online business owner attempts to balance content creation and marketing with living their life, they find an unlikely solution in utilizing social media scheduling tools, batching tasks, and repurposing content to build a personality-driven marketing machine.

Here’s what I cover:

How to authentically automate your content marketing to build up your know, like and trust factor with an engaged audience.
How to save time and money on social media tools and techniques like scheduling, content curation, and batching similar tasks.
How to manage real-time interactions on social media to preserve the quality of your interactions.

Listen to this episode on:

Highlights in this episode:[00:00:06] We’re going to talk about time saving social media techniques for busy entrepreneurs.

[00:02:01] Will scheduling and content tools cost a little bit of money? They will. But this money that you spend on these particular tools has so much ROI.

[00:04:33] Batching cuts down on my context switching, therefore, it saves me productivity and efficiency.

[00:06:22] One of the biggest time-saving things you can do is recycle published content. Understanding the Content ROI and the content insights about your business come into play.

[00:08:19] Mastering social media as a business owner does not mean you’re a hostage to it.

[00:10:44] Staying consistent on social media is easier when you remember you’re in business to make a difference. Your people want your voice.

Time-Saving Social Media Techniques for Busy EntrepreneursThis is a continuation of our End the Social Media Busy Work series. Did you catch the first article?

Use social media scheduling and content curation toolsSocial media scheduling and content curation tools are essential if you don’t want your business to run your life. For any business or organization looking to use social media as part of its content system, these tools save immense amounts of time.

Schedulers automate posting to every social media channel, allowing you to create and post graphics, videos, articles, and other posts all at once instead of manually doing it. Some, like Buffer, can automate Instagram carousels and tweet threads, even beyond normal post styles–another big time saver. Others will send you a notification for these special posts and you’ll have to be more hands-on. Managing multiple social media platforms is easier than ever. Other tools I’ve used in the past for myself or clients: Edgar, Planoly, Later, and Facebook’s own Creator Studio.

Content curation is a valuable perspective apart from your normal content, and using a scheduler can help reign in the time spent on each platform. Tailwind is a popular Pinterest app that makes curating others’ content a breeze.

If you’re looking to maximize your time spent on social media management, be sure to incorporate a scheduler so you can manage social media accounts all in one place. Not having to move from site to site will save you another passel of time.

Batch similar social media tasksSocial media tasks can be tricky to manage, especially when it’s regular posting that requires input from others. A simple example: we can’t publish the show notes for a podcast episode until we get the audio back from the editor.

To run with my podast as the example, I write the show notes, social media captions, and email to my list all in one session. Same with the graphics–I’m currently making them and I pull the quotes and make the quote graphics at the same time as the episode artwork.

This works best when you have a large number of content tasks that need to be completed on a regular basis, which is another plug for having regular weekly content scheduled out in advance! You’re creating your episode thumbnails at some point, so why not make all four for next month at the same time since you already have your template open?

Batching similar social media tasks together will ensure that you stay organized and efficient with your social media marketing strategies, saving you both time and money.

Recycle published contentRecycling your content is a great way to save time and multiply your efforts when it comes to content creation. It’s also one of the best ways to shed the content creation hamster wheel–for good. I’ve covered this in a full episode on myths and methods of repurposing, which can help you understand how to choose the right content to repurpose and reuse.

To get the most out of these efforts, it’s essential to know which content has done well for your business. This is where understanding the content ROI and insights come into play as they can help you determine which pieces of content should be recycled, repurposed or reused for future campaigns.

I include Content Insights reports for all of my clients on extended service with me and for the first month of implementation for Content ROI Dashboard clients–so they can learn how to read and take proper action from their data. I want you to know how to turn your numbers into better content and time-saving endeavors.

Manage real-time interactions wiselyManaging real-time interactions wisely involves showing up with a spark of service, but it doesn’t mean being everywhere, all the time. It’s important to set aside specific times for online tasks and be mindful of how much time you spend on social media. Mastering social media as a business owner does not mean you’re a hostage.

You also need boundaries when interacting with people online; users don’t get to demand your time or expect an immediate response from you. I haven’t seen enough people talk about this. I’m happy to answer questions any time on my time.

The best approach is to create a schedule that works best for you and stick to it so that you can manage your time effectively. For example, if you are available for chats between 9 am-10 am every day, let people know this in advance so they can plan accordingly. Showing respect for yourself by setting limits will help preserve the quality of the real-time interactions that you choose to engage in.

Set aside 10 minutes a day.Being on social media means, well, you have to actually BE on social media. Scheduling out posts and not spending any time on the platform won’t net results the way it did in 2017.

Set aside ten minutes a day to reply to messages and comments. Use the remaining time after you finish that to comment on other industry colleagues. Not direct competitors necessarily, but people who also serve your audience. When you see someone you align with, see if they’re open to a coffee chat. Or tea chat, if you’re like me!

Remember Why You’re On SocialIf you’re not willing to invest ten minutes a day interacting with your online presence, I think it’s time to ask yourself–are you coming from a place of service?

When I got into business originally, it was because I had friends and colleagues who noticed I was really at a particular thing. They asked me to do it for them, then encouraged me to go official with it. Most people I know have a similar story. I saw how well I could help people and I wanted that–to help people. And of course, I wanted to get paid to do so.

But it’s so easy to lose that initial spark.

Staying consistent on social media is so much easier when you remember you’re in business to make a difference, to begin the ripple of helping people. Your people want YOUR voice. They want to see your message. And since it’s a noisy, distracting world, when you’re showing up consistently it’s so much easier to serve your audience and truly help them.

Your voice matters. And your voice will make an impact if you show up with strategic content and then hone in on that strategy and put it all together so that you can finally get some evergreen magic from your content. That evergreen ROI is available to you when you find a way to shed the spray and pray posting–you know, this spaghetti on the wall of stuff. And when you really show up as yourself, putting those three things together, that is what’s going to end the social media busy work for you.

But until you get those three things in balance:

strategic content,
showing up with your whole self and
honing in an actual strategy that you’ve measured and proven that works,

The social media busy work will continue to rear its ugly head until you get these three things locked and solid.

If you want a personality-driven marketing machine like we’ve been talking about here, this is what I do for my clients.

I help them create a sustainable social media plan they can use in an evergreen fashion between launches–and know that they are constantly building their audience pool with people who want to be a part of their community, a real community of people who can help each other. That’s what we do. If that’s the next step for your business, I invite you to set up a time to chat with me.

Quotables:

Your voice will make an impact if you show up with strategic content and then hone in that strategy and put it all together so that you can finally get some evergreen magic from your content. – Britney Gardner
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Mastering social media as a business owner does not mean you’re a hostage to it. – Britney Gardner
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It is absolutely paramount, 100% essential to know which content has done well for your business. – Britney Gardner
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Staying consistent on social media is a whole lot easier when you remember you’re in business to make a difference. – Britney Gardner
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Being on social media means you have to actually be on social media. Scheduling out posts and not spending any time on the platform is not going to net you the results that it did in 2017. – Britney Gardner
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Resources Mentioned* Content ROI Dashboard

Music by Michael De La Torre. Thanks, Mikey!

The post Time-Saving Social Media Tactics as a Busy Entrepreneur #229 appeared first on Content Strategy + Marketing Strategist Britney Gardner.

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An ambitious online entrepreneur sets out to end their social media busy work for good but quickly discovers that the only way to do so is to master a strategic approach to content creation, balancing their own lifestyle with their desired ROI.

“With the right approach, social media does not have to feel like busy work. Instead, it can feel like a powerful tool for connecting with people and marketing your offers in a way that feels good to you.”

After spending time researching sustainable, measurable content creation for content marketing, I’ve learned that in order to end the social media busy work, I need to employ a strategic content plan, create a social media content calendar, and set up a content database. With this strategy, I was able to maximize my efforts and avoid feeling like all the busy work was for nothing. I now have a balanced approach to content and have been able to create relationships with my target audience, leading to real ROI from my content.

This is the first of a two-part series on ending social media busy work–for good.

Listen to this episode on:

You’ll learn:* How to create a sustainable social plan and get back to actually living your life. * How to plan strategic content and create an evergreen topic list to build your authority. * How to master one platform and create a backup plan for another in case of de-platforming.

End The Social Media Busy WorkSocial media often feels like busy work because it never seems to end–and it can be hard to know what you should be doing. So many experts out there are talking about showing up and plastering social content on every platform–so it feels like yet another tickbox you need to check in the neverending to-do list. Want to end the social media busy work for good? You need to do three things and balance them well–and you’ll get there.

It’s important to plan strategic content to reach your goals without “throwing spaghetti on the wall.” Secondly, you must show up as yourself on social media and avoid creating fake personas that don’t represent who you are. Lastly, when it comes to honing your strategy, measuring what works and what doesn’t will help you to finally leave the busy work behind and focus on the strategies that yield results.

With the right approach, social media doesn’t need to feel like busy work–instead, it can be a powerful tool for connecting with people and marketing your offers in a way that feels good.

How to Create a Sustainable Social Media Marketing StrategyCreating a sustainable social media marketing strategy is easy in theory, but it will only be sustainable if it fits your lifestyle. For most people, that’s not what they expect to hear when discussing social strategies! But the best strategy in the world won’t work for you if it’s at odds with how you live on the day-to-day.

That’s why it’s important to plan and be mindful of how you spend your time when creating content. Creating a balance of old and new content is a big part of a sustainable strategy. In this busy life, it’s essential that we use our limited resources wisely. Social media marketing is a great way to create new relationships, especially for visionary online businesses and multi-six-figure course creators. But it’s only good if you can be consistent!

Building a social media marketing strategy starts with basicsConsistent content creation starts with creating a strategic content plan. Where do we start with that? Like all marketing endeavors, it starts with foundational brandscaping.

Think of brandscaping in the same way you’d approach landscaping your yard. You’re making it clear if guests are invited are not. You’re showing a bit of your preferences and style with the choices you make. Brandscaping your business does the same thing. It’s going first to answer the questions:

Who are you? Who are you in the context of how you can help your best client–and what makes you different from the next nutritionist who may have the exact same schooling as you?
Who are they? Who is your best client and why is their current problem one you’re perfectly matched to help solve?
How do you serve them? In what way can you help them? Is it via a transformational course? A group membership coaching? What specific results are you guiding them to?

This always feels like basics to my clients and I often hear some version of, “But I’ve already done that.” I like to say if they’ve done that, it’ll be easy to walk through the questions–and also, revisiting the questions is always a good idea if you’re not currently getting the results you desire from your marketing.

Knowing your brandscaping foundation in and out makes it really easy to choose impactful topics for your social media presence. What makes a topic impactful?

It answers top-of-mind questions your best client has right now.
There’s a long-lasting impact; the topic can be evergreen because it comes up often for your audience.
The topics “play well together” and lead one to another, moving your best client along the buyer’s journey.

Create a social media content calendarOnce you’ve chosen topics that serve both you and your target audience well, it’s time to map them out on a calendar. The intentional dissemination of your content separates you from your competition, who’s still playing in the land of spray-and-pray social media posting.

You’ll want to:

carefully choose which social media platforms you’re present on. While I always advise clients to own their username everywhere, I don’t advise to spend time and create content for all the places
- where do you enjoy spending time
- is your best client also hanging out there?
- And which platforms will allow you to shine?
employ a content system, so each topic has the same assets and collateral as the next
save all the new assets to your content database for easy retrieval later
know your strengths and choose a content venue well; not everyone shines in writing, where they might kill it on video

Stop Being Busy with Social Media and Get a Strategy That WorksIf you want to make the most of your social media presence, then it is important to stop being busy with social media and instead get a strategy that works. As I’ve already said, I don’t advise posting everywhere. That’s not strategic and frankly, you’ll burn out. Instead:

pick one channel or platform and master it
slowly work a second channel into the mix

Focus on ONE social media outletSocial media can be an incredibly effective tool for marketing and networking, but you don’t want to spread yourself too thin. Trying to master the nuances of four different platforms is a full-time job and unless you’re a full-time marketer, it’s probably not worth it. Instead, focus on one social media outlet–that way you know how to use it effectively and save yourself time. You’ll feel like the master of one platform instead of the jack of all trades, but the master of none.

The logic for mastering one platform is pretty apparent. What we focus on expands. Focus a lot of your energy on one platform and it will do well.

Plus, by mastering one platform, you can use it as a foundation for future strategies on other platforms. It’s worth investing your time in learning about social media and which outlets are right for your goals; that way, you can maximize the impact of your efforts.

Why busy entrepreneurs should still work on a second platformWhy work on a second, you might ask? The recent Elon Musk takeover of Twitter has changed the Twitter dynamic. A decent number of users fully left and closed their accounts, but plenty of others are still technical users and simply not engaging. Those who’ve built their entire business around Twitter are worried. They may still be posting on Twitter as usual, but I’ve seen a lot of big names who were Twitter-only starting to build a stronger presence on LinkedIn or Instagram these last two months.

The second reason? Building your business on rented land is always risky. I have countless friends who’ve lost their Facebook and Instagram accounts for no reason. Others, due to hacking. That’s outside of those being de-platformed for real reasons.

A good social media strategy means understanding which social media channel works best for you, what kind of content your followers like to see and how much content you should post.

Quotables:

If you want to end the social media busy work for good, you need to do three things and balance them well. – Britney Gardner
Click To Tweet

When you aren’t reaching your goals, you need to go back to foundational brandscaping basics and see if anything has shifted. – Britney Gardner
Click To Tweet

Creating a balance of old and new content is a big part of a sustainable strategy. – Britney Gardner
Click To Tweet

The best social media strategy in the world won’t work for you if it’s at odds with how you live on the day-to-day. – Britney Gardner
Click To Tweet

Resources Mentioned* Evergreen + Elevate

Music by Michael De La Torre. Thanks, Mikey!

The post End Social Media Busywork for Good: Create a Sustainable Content Strategy appeared first on Content Strategy + Marketing Strategist Britney Gardner.

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With a goal to help established course creators create sustainable, measurable content and reduce their workload, an ambitious content creator embarks on an ironic journey of using Hollywood-style tricks to ethically hack their audience’s natural inclination towards curiosity and keep them coming back for more.

You will learn how to strategically craft compelling stories that keep your audience engaged by uncovering the secrets of open loops.

In this episode, you will learn the following:
1. How can content creators use open loops to create suspense, tension, and provoke audiences’ curiosity?
2. How can email subject lines be used to grab attention and increase the likelihood of someone opening them?
3. What are the psychological effects of open loops and how can they help move people along the buyer’s journey?

Listen to this episode on:

Highlights in this episode:[00:01:33] An open loop is a storytelling device used to create suspense and tension and provoke an audience’s curiosity.

[00:02:25] Many of the best subject lines are Curiosity driven.

[00:05:18] Open loops keep your audience returning to your content.

[00:08:25] How to create an open loop in your own business.

[00:09:18] The easiest open loop to employ is a simple teaser.

[00:13:28] Numbers and loops

[00:17:25] Imagine loops

How to Use Open Loops & Curiosity in Your ContentThink of a hula hoop. You start. It flings around. If you keep the momentum (interest) going, the hoop keeps going. If you start losing your rhythm, the hoop slowly loses ground and then, all of a sudden, quickly falls.

In website analytics terms, we call that bounce.

Hubspot calls this a flywheel–a flywheel being a thing that starts out hard to move, but as you get it going, it takes less and less effort. The momentum keeps it going. So, how can you do this in content? How can you create this natural, momentum-building curiosity that fills your program before you launch?

The answer is open loops.

What is an Open Loop?An open loop is a storytelling device used to create suspense and tension and provoke an audience’s curiosity. This storytelling style is particularly effective due to humans’ natural inclination towards curiosity–and your audience is no different. We want to bridge the gap between what we know and what we want to know. By expanding on this curiosity, content creators can create tension and the same feeling of an epic cliffhanger that keeps viewers engaged and wanting more.

Email subject lines depend on curiosityContent creators are no stranger to using curiosity to encourage a call to action. For those who use email marketing, knowing how to write and use subject lines isn’t just a nice skill–it’s a must. As I’ve said before:

“Give them a reason to keep reading, even if it’s just to see how Britney can possibly tie this line into a marketing email.”

Many of the best subject lines are curiosity-driven. Some of my best-performing emails are attention-grabbing with a strong hook:

a listicle style hook that leaves the audience wondering what that third bullet could be
using a celebrity or pop culture reference that aligns with your topic
using a word in a way it’s not usually used

The goal is to pique your audience’s interest just enough to get them to take the next step–opening the email instead of deleting it. (Actually that’s the goal of every marketing step! But doubly so for an email subject line.)

Take a cue from shows like Ozark and The Handmaid’s TaleIf “Netflix and Binge” actually means chilling on the couch and watching episode after episode of shows like Ozark, powering through an entire season until you suddenly realize it’s 2:17am and you definitely have to be awake at 7am…I’m not going to judge.

In fact, you can take a cue from binge-able seasons! Even older sitcoms like Friends occasionally had two-part episodes where they left us hanging, yearning for next week so we could see the outcome. Or worse–leaving the whole season on a cliffhanger! The open loop concept is often used as a cliffhanger or plot point, leaving the story unresolved until the next season.

The reason shows–particularly ones meant for streaming services–use the open loop technique so often is because their primary goal is to keep you watching. Pushing up against that natural tendency to fulfill your curiosity keeps you watching. (Hot tip: next time this happens to you, stop watching 10 minutes into the next episode when the cliffhanger is resolved so you can get some zzzzz’s!)

Open Loop Hacks Keep Your Audience Coming BackIn addition to open loops keeping you watching a show, they keep your audience returning to your content. When you surprise people and then deliver on that surprise, you add a bit of delight into their life. People like that!

Unsurprisingly, digital marketing has caught on. They’re using this Hollywood trick in everything from copywriting on emails to sales pages and even in infographics.

One of the early marketers I learned about was Jeff Walker and his Product Launch Formula. I never bought into his course, but it was a master study on open-loop marketing. The very concept that you had to wait tomorrow till the next video was peak curiosity marketing! When you intentionally leave the loop open, you get your audience thinking and pondering. If you use this method to launch, best make sure you close the initial loops well or you can lose trust.

Psychological effects of opening a loopI often discuss connecting the dotted line between where your best client is right now, where they want to be, and where you are.

Think about it in terms of a road trip Google maps request. You’re starting out in Seattle. You’re going to make it to Oregon at some point. And you want to stop at the Chihuly Glass Museum in Tacoma on the way, then maybe Mt. Rainier, and finally head down south. You’ve got a vague idea of the route, but until you plug it all in, it’s just a vague dotted-line idea. You want a solid path so you know where you’re going and about how long it will take.

Until you enter the stops in the maps program, there’s a gap between what you know and what you want to know–and that gap is everything to your best client.

That gap is an itch they HAVE to scratch.

Your content’s goal is to move them to Oregon. They’ll need some stops along the way. But each stop is a bit of an open loop until they’ve experienced it, then you start the next open loop to get them to the next step.

From the glass museum, you drop a hint that the tee shirt and cutoffs they’re wearing won’t cut it up on Mt. Rainier, even though it’s August. You open the curiosity up in their minds, and now they have to go check it out. That’s how you use content to move your best client along the buyer’s journey.

How To Create An Open LoopStart with some information you know your best client will find relevant to their current situation. Don’t give it all away.

You want your best client to feel like you’re just about to give them the rest of the information–if they proceed and follow your call to action.

While one of our loops is a teaser, you’re not being a tease. Leave that to Upworthy! Your goal is to get them to read on or to click for more.

7 Examples of Open Loops You Can Use In Your ContentThe teaserThe easiest open loop to employ is a simple teaser. This is great in long-form content where you pause for a moment to explain a concept, tell a story, or otherwise section off a portion of your content. It works well in the beginning of the piece after describing what’s included.

In this article, I could have said, “I’ll get back to the psychological reasons open loops work, but first let’s see what Hollywood is doing with them.” I’m teasing the psychological facts I’ll be sharing and stopping in at a hard example first.

The in-the-dark loopUsing words like “proprietary” or “little-known” give the air of secrecy. And they build authority at the same time! Straight from the elementary-school playground, this technique works. Sally Jane’s pithy “well, I know what Sarah thinks about you, but I can’t tell you” isn’t exactly how we want our audience to feel, but it’s the best visual. Are you picturing Sally Jane with a dishwater blond blow cut yet?

This is an easy one to pass off casually in any piece of content. “And if you haven’t seen my Chaos-Free Guide to Content Planning yet, you’ll want to pick that up–so you can finally balance your content creation.”

You’ll create an open loop simply by mentioning something they need to know.

The not-so-clickbait-y open loopThe not-so-clickbait-y open loop is a tricky concept. On the one hand, you don’t want to be too bait like and cheesy with it! Most people recognize the most popular example of this as “and you’ll never guess what happens next” popularized by the early days of Buzzfeed–that’s not the vibe we’re going for here.

Clickbait can still be classy if used in moderation. You need to focus on providing value while also using some of the same strategies that make clickbait so effective. To do this, be sure you are providing helpful information and don’t focus on the shock factor too much. By doing this, you can use what makes clickbait successful without going overboard or turning away potential readers with your headline.

I use these in emails announcing my latest podcast often:

“If you liked that tip, you’ll love the other two ways to define your content buckets. They’re easy for any course creator to use in their marketing!”

I also recently described a marketing lesson from a car accident I almost had. I started the video by saying, “Hey, we’re going to talk about all the AI content tools out there, but we’re going to talk about it through the lens of what could have been an awful car accident.” It’s got some peak-curiosity going on without going for the shock. It really makes the viewer wonder, how’s she going to connect these two things?

The number open loopIf you’ve ever seen a listicle headline, you know this loop. I’ve already used it here–5 examples of open loops. Use the open loop when you’ve got a good list of relevant items or a strong statistic that will invoke that curiosity hit. These are all from The Show Up System 2.0’s sales page:

Small businesses who regularly use social see 76% in growth
Social media is the most relevant advertising channel for 42% of Millenials

I frame those stats by opening with a teaser loop,

“Here’s why spending even just one more day avoiding social media is costing your biz more than consistent sales but also crushing its growth entirely…”

The “understood” type of open loopThe “understood” type of open loop is when you refer to a concept and assume your audience understands it already. It’s the opposite of the loop that leaves you in the dark. This can be a risky move because if the audience doesn’t understand what you’re talking about, they may feel left out or even experience FOMO. They’ll likely want to move on to content that catches them up on what was previously said.

To avoid the bad side of FOMO, provide a callback so that your audience can easily access the information needed to keep up with the conversation. Callbacks can come in the form of links, visuals, or anything else that will help bring them back up to speed on whatever was discussed before.

The biggest benefit of this open loop type is that it keeps your audience member engaged with your content longer.

In my social posts promoting my content pillars article, one of the examples I provide talks about The 3 M’s as an understood concept in just this way.

Easter egg personality loopsOkay, I might be making this one up, and I’m sharing it anyway. Why? When you decide to move from building an audience to building a community, you will end up creating a lot of inside jokes.

You’ll know it’s real when you hop on a Zoom call with a potential client and they ask which tea you’re drinking today.

Weaving personal details and personality “easter eggs” into your content gives your audience a sense of ownership. That kind of loyalty is impossible to manufacture. It builds from a small amount of details that grow into a foundation of personality that makes up the you in you.

Imagination open loopThis framing technique creates a powerful open loop for those offering some sort of transformation. Suppose you’re a holistic practitioner who helps with SAD symptoms, for example. In that case, you can open up content by saying, “Imagine waking up and feeling the energy of a summer day, even in the dismal midst of January…”

Create tension in one line. You’re painting the picture, showing, not telling. Use strong verbs and delectable descriptions. Here’s what you want; here’s where you are now.

The SEO Benefits of Open LoopsCuriosity isn’t just a human benefit that serves your audience. It helps your SEO. Search engine optimization (SEO) is not going away anytime soon!

One key element of SEO is the time a viewer spends on a site after clicking on it from a search engine or landing page. Open loops are one way to keep your viewers engaged and spending more time on your site. Open loops give users a reason to stay by providing incomplete references, stories, or questions that draw them further into the site via internal linking. This increased engagement not only increases buy-in and loyalty but also boosts SEO as the almighty Google looks at how much time a user spends on your site before moving on to another search result. By employing open loops, you can lower bounce rates and increase user engagement, leading to higher rankings for your website in search engines.

Where To Use Open LoopsOpen loops work well anywhere you create content:

Long-form content: use them to introduce the topics you’ll cover and to tease further sections of the video or article.
Short-form content: sometimes, close the loop at the end of the content piece; others could mention different posts to create story arcs.
Sales pages: tie your solution to your best client’s current predicament with numbers.
Email subject lines: to give you a better open rate.
Course content: encourage more purchasers to finish modules and the course with open loops.

Your loop strategy can be small and woven into each content area you create. It can be as simple as setting up a template on your blog that links to articles on the same topic or as complex as a 9-gride on Instagram. Whatever you choose to create in your content marketing strategy, open loops help your audience along the trust-building journey.

Need help creating open loops in your content?

Quotables:

The goal here is to pique your audience’s interest just enough to get them to take the next step. – Britney Gardner
Click To Tweet

Give them a reason to keep reading even if it’s just to see how you can possibly tie this line into a marketing email. – Britney Gardner
Click To Tweet

Your content’s goal is to move your people to Oregon. – Britney Gardner
Click To Tweet

By expanding on this curiosity, content creators can create tension and the same feeling of an epic cliffhanger that keeps viewers engaged and wanting more. – Britney Gardner
Click To Tweet

We want to bridge the gap between what we know and what we want to know. That is the human condition. – Britney Gardner
Click To Tweet

Resources Mentioned* The Show Up System * Chaos-Free Content Creation

Music by Michael De La Torre. Thanks, Mikey!

The post How to Use Open Loops In Your Content #227 appeared first on Content Strategy + Marketing Strategist Britney Gardner.

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After clients asked about tangible results from short-form content marketing, Julia McCoy set out on a year-long study, only to discover the ironic truth of the short-format and long-format content debate. Her goal: to find the most effective and sustainable way to authentically automate her marketing. She’s sharing the results with a year of data to back them up.

You will learn whether shorter or longer content is better for your business’s success. We’ll also cover:

Is short-form content shorting your business results?
What is the difference between short-form and long-form content?
How can we test different kinds of marketing to determine what works best for our business?

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Highlights in this episode:[00:00:59] What to do when marketing tactics don’t feel good.

[00:02:14] Julia McCoy is the founder of Content Hacker.

[00:03:13] Talking about Julia’s study

[00:06:20] Short-form content did very little besides views

[00:13:03] Sustainability through long-form content

[00:14:50] How many clients Julia gained through short-form content

[00:19:42] Is short-form content able to build trust?

[00:22:27] Feedback Julia’s received on the study

What are the Key Differences Between Short and Long Format Content? Here’s How to Find Out!Julia McCoy is a content marketer with a seven-figure writing agency and over 40,000 content projects and a leading strategist for creating exceptional content and building a brand presence that lasts. . She used a year-long study to measure the effectiveness of short-format content compared to long-format content in her business by studying her own content and that of other businesses, and after the year-long study, she’s here to discuss the critical differences between short and long-form content.

“There’s a misnomer out there. A misrepresentation created by a lot of the influencers where it looks so easy. It looks so easy to get viral, to get views, to get likes, to get followers. But what does that really get you as a business owner that’s the missing message.”

Julia found that although short-form content got lots of views, it rarely led to increased sales or revenue. On the other hand, long-form content generated over 60 ideal customers and over $200,000 in sales. Read on to learn Julia’s tips and insights on how to create content that will help your business grow–and how to conduct your own test to determine your content strategy. I’ll also outline Julia’s methods in detail so you can start applying them to your high-performing founder business.

Why is it important to understand the key differences between short-format and long-format content for multi-six-figure course creators?For course creators, understanding the key differences between short-form and long-form content is essential for creating successful learning, engaging, and nurturing experiences. Note: it isn’t just word count! It’s a bit of a sound-bite world we live in right now, so it’s easy to see the allure of short-form content. But without knowing how to use your content to prime your audience, you’ll never shift into the course community most students desire from transformative courses.

Which content format is best for your goal?Short-format content is typically used to deliver quick bursts of information that can be easily consumed and fulfill the short attention of many on social media platforms. This type of content is best suited for topics that don’t require a deep dive or can be broken down into smaller chunks without losing the nuance of long-form pieces. On the other hand, long-format content is used to deliver more complex topics that require a longer period of time to process. It can be used to cover more involved topics, such as how to solve a complex problem or how to use a particular software. Long-form content isn’t typically for social media posts.

What is the goal of your content? Is it to gain attention? Build your email list? Convert casual followers into loyal fans?

You have to answer that question before deciding with format of content you’ll use to produce content.

Your best client may prefer one content format over anotherEstablished course creators must also consider the target audience when choosing between short-format and long-format content. Short-format content is best suited for those who are already familiar with the concepts and just need a quick refresher that reminds them you can be part of the solution to their problem, while long-format content is more suitable for complete beginners to see if you’re a good fit–and more suitable for savvy buyers to ensure you align with them and can truly help with their unique problem.

What makes content short-form or long-form?While short-form or long-form content can both be video, longer content is generally a blog article, podcast episode, or video longer than five minutes. Short content includes tweets, Instagram Reels, TikToks, and YouTube Shorts. Facebook and LinkedIn feed posts can be either, depending on how you use them, but Instagram feed posts are typically considered short-form. Some types of content can bridge, like threads on Twitter. The length of the content does matter, but it’s more about the intent of the content that ultimately determines which category it falls into.

If your best client isn’t problem-aware, short-format content can help bring their eyes to you and make them realize they have a problem to solve. Longer content will help them see if your values are aligned and also give them the opportunity to take a step on the customer journey, whereas shorter content is unlikely to keep their attention long enough for them to start seeing you as a solution to their problem. Use long-form content to walk them through their first win toward that solution, and you cement yourself as an authority in their world.

Long-form or short-form content can easily convey your voice–personality shows well on both.

By understanding the key differences between short-format and long-format content, course creators can ensure that their potential students are presented with the most effective experience–that will, in turn, lead them to become part of your community.

Ready to conduct your own short-form vs long-form content test? Here are the steps you need to follow:

Modeling after those who do it best – looking at those who do sound bite marketing successfully and using them as an example.
Testing different approaches – trying out different tools to create short-form content with hired producers and DIY apps.
Studying the results – looking at the views, likes, and sales generated from short and long-form content.
Modeling Short-Format Content After Those Who Do Sound Bite Marketing WellIf you want to include more short-format content in your business, it’s best to look at those doing it well. Modeling after those who do sound bite marketing effectively means knowing who’s successful first!

One example is Alex Hormozi, known for capturing people’s attention with sound bites and then pulling them into their ecosphere. Analyzing their strategies, such as the types of sound bites they use, the style of their videos, and the attention-grabbing techniques they employ, is a great way to get an idea of what works. He’s known for bold captions with jarring colors, animated text for emphasis, and batching his short-form content like Reels and TikToks. Apps like CapCut or PremierePro will be a must.

Additionally, look at the reactions their sound bites receive, including the comments and likes. This can give you an indication of how effective their sound bites are, and what kind of content resonates with their target audience.

If their audiences post comments like “Right on, man!” it may indicate it’s generating vanity metric comments rather than truly engaged, action-taking fans.
Look at the buyer cycle to see if community members engage at a wallet level with the content creator.

This was Julia’s approach–look at the influencers like Hormozi most aligned with her business model and audience, model after them, and then begin tweaking based on the results she saw.

Once you understand what successful sound bite marketing looks like, you can start to develop your own strategies and create content that resonates with your audience.

A few notes on short-form content creationIt’s important to remember that sound bites don’t have to be overly complex or elaborate in order to be effective. In fact, the more simple and more straightforward your sound bites are, the more likely they are to stick in the minds of your audience. Content length often dictates how much “reading between the lines” a viewer can do, so simple is better than clever here.

Use short-form content to convey punchy quotes.

Additionally, sound bites should be tailored to the best client you’re trying to reach. This means researching the types of content they’re interested in, their language, and their interests to create sound bites specifically tailored to them.

Test Different Approaches and Try Different Tools to Create ContentTesting different approaches to creating short-form content can involve hiring producers or using DIY apps.

To start, it is important to look at what successful brands are doing in the short-form content space and ask around your network what apps or service providers are working well. This may include looking at the way they use sound bites or hooks to grab the viewer’s attention and pull them into their ecosystem.

When creating short-form content, it is important to consider the type of content that is being created. It is also important to consider the platform for which the content is being created and ensure it aligns with the platform–some tactics work well on TikTok, but will not translate well to YouTube Shorts. Additionally, trending sounds usually start on TikTok and may take longer to trend on Instagram Reels, so that could affect your visibility.

Next, it is important to consider the tools and methods used to create the content. This may include hiring producers or using DIY apps to create the content. It is important to research and find out which apps are the most cost-effective and user-friendly. Splice and CapCut are popular smartphone apps to edit video and have a much smaller learning curve than PremierePro.

Should you use DIY apps or hire a video producer?Consider how much time and money is needed to create high-quality content and how efficiently you create it. Hiring a producer may seem expensive initially, but if you’re time-poor you’ll need to make the investment. It’s the same for any form of valuable, relevant content: you’re going to pay in time or money (and probably both).

Julia tested both methods, hiring a video content production team in-house and creating spliced soundbites from her long-format video content already in production as part of her business.

Once the different approaches have been tested, reviewing the data and deciding which approach is most effective will be important. This may involve looking at the cost of production, the engagement of each piece of content, and the sales and conversions that it generates.

Finally, staying up to date with the latest trends and technologies in the short-form content space is important. This may include keeping up with the latest apps and tools available to create content quickly and efficiently (lean on your network for this!).

Focusing on staying up-to-date on the latest trends can allow companies to develop their material so that it will be valuable to their best client and continue to resonate with them.

Study Your Results – looking at the views, hearts, likes, and sales generated from both short and long-form content.I cannot stress the importance of reviewing the audience demographic and the feedback received on each piece of content, both long and short. This data can inform future content creation and ensure that the content resonates with the intended audience, yes, but it also tells you where your sales are actually coming from.

Step 3 is studying the results of the content created and looking at the views, hearts, comments, and sales generated from both long and short-form content. One of the benefits of long-form content is that it’s easier to track as it’s often on a platform you own (your website) rather than a platform you rent (a social media site), but you need to track both to understand what results in your business goals.

To do this, one must look at the data and analyze it. If you don’t have the time or know this isn’t your skillset, hire it out!

It is also essential to look at the quality of the engagement, such as the types of people engaging with the content, and how likely they are to become a customer. For example, if the short-form content generates many views, but not many viewers are looking for your service, it may indicate an audience mismatch.

This is something that both Julia and I have found while studying the viewership of our short-form content. We’re both targeting business owners rather than consumers, and we’ve seen the views and comments stacking up from social media users that don’t seem to own businesses. Going viral sounds good, in theory, but it only works if the viral viewers take action on the content.

An important part of studying the results of short and long-form content is tracking the progress of the content over time. This will help identify which pieces of content are performing the best and which ones need to be adjusted or replaced in your evergreen content calendar.

Finally, comparing the performance of short and long-form content is essential to see which type is more effective for your bottom line.

Julia found that over the course of the year, short-form content only resulted in one client–who she later had to refund. On the other hand, her long-form content resulted in over 200K in sales. In terms of time investment and ROI, long-format content is her business’s clear winner.

What Does This Study Mean To The Average Business Owner?As entrepreneurs, we’re used to not wanting to fit into a one-size-fits-all box, yet when it comes to marketing strategies it’s often the desire. No one marketing strategy will work for all businesses.

As Julia says,

“The study isn’t to say don’t do any short-format content. The study is to say, you better look at your objectives and see if they’re aligning with the actual results that you’re seeing.”

Julia McCoy, Content Hacker

Long-form content vs. short-form content for youIf your goal is to build authority in your space, short-form pieces might not be the best tactic for your business. Likewise, if the offer you sell requires nuanced thinking, complex problems, and solutions, or deeper introspection, the use of short-form content doesn’t give you the space to explore with your community. Long-form content is better for SEO, but that same space allows the viewer to decide if you’ll each benefit from that further relationship.

There is a time and place for short-form content. Smaller purchases, retail companies, and cause-related donations all do well with short-form.

With the right strategies, multi-six-figure course creators can achieve the same results as Julia McCoy, who generated over 60 ideal customers and over $200,000 in sales.

What You Should Do NowIf you’re serious about growing your content strategy to attract perfect-match buyers for your course, you should download Content RX, the free guide the three types of content you want to focus on.

I’d love to hear how you apply The Short Form Content Study to get increased sales/revenue. Leave us a review on how it went for you or drop any questions you want me to answer!

Quotables:

The study isn’t to say don’t do any short-format content. The study is to say, you better look at your objectives and see if they’re aligning with the actual results that you’re seeing. – Julia McCoy
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Sometimes you got to put in the investment to get the ROI. – Julia McCoy
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You don’t get the dopamine hit with long-form content. You don’t get the hearts and the views and the likes. – Julia McCoy
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If your goal is to build industry authority, short-form is not going to get you there because it’s just not a vehicle for building trust. – Julia McCoy
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It’s really easy to get stuck in that trap of ‘I’m getting results, but the results are likes, comments, views. Is that really the result that you want? Usually, it’s income, not the likes on Instagram.’ – Julia McCoy
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