Spill It! Podcast | Why Creating Content isn't Growing Your Business
Have you ever felt like you’re putting out really awesome content but it just isn’t getting the engagement you think it deserves? In this episode we talk all about content creation and how it’s supposed to help you grow your business.
2:51 | What is “content”?
4:42 | Don’t feel discouraged if your content isn’t doing “as well” as others that you follow
6:50 | The role content plays in your business
10:15 | The two sides of marketing
19:41 | The 3 categories any piece of content should fall under
25:29 | Why the business I owned before LCC failed
32:12 | How to market your content
Hi! I’m Alex Lawless.
I'm the branding consultant and lady behind Lady and Company Creative. I help established brands grow their revenue with intentional brand-focused marketing strategies. We hit on the nitty-gritty, and build on-brand marketing campaigns that showcase the most unique part of your business: YOU.
I take the guess work out of what you should be doing next in your marketing strategy to help you reach your launch goals, and equip you with action plans to succeed like, yesterday. All while staying true to the passion and purpose you already have set in your business. Learn more...!
Full Episode Transcription:
Hey, I'm Alex. And this is a spill it podcast where modern day online business owners, CEOs and creative masterminds come together to dish their true opinions on the common business trends, strategies and mindsets that fill your feed and your inbox every single day. We know that you're over the fluff, and you want business advice based on experience, not trends. But there's so many strategies out there, how are you to know what actually works? And what's total BS? Let's find out. I have absolutely no idea why. But the second that I turn on my microphone to record a podcast, I have this overwhelming urge to it. Like for the introduction for me to just be like to say, yo, and I don't know why. Because first of all, I don't think I can pull that off, like at all. So not natural for me. And it's not something I say it my everyday life. But as soon as I turn on the microphone, I just want to be like, yo, yo, yo, and I don't know, it's stupid. And I feel dumb even saying that and like, doesn't feel natural, rolling off my tongue. So I don't know, anyway, in case you guys wanted to know, what goes on in my head when I press record, that's it. But that has absolutely nothing to do with what I am going to be talking to you guys about today, on this episode of spill it, we're actually gonna be talking about creating content. And why maybe even though you're creating content and putting it out and feeling like you're doing all the right things, why you don't see growth in your business in the ways that you know that you should, by creating that content. Because I think that we all know that the key to being seen in the online business space is by putting out content, right. And the reason why we put out content is to like I just said to be seen, which is kind of the goal, right? The more you're seeing the more of a following, you'll have more potential leads you could have and more buyers, right? So by putting out that content, you're hoping that you're going to be seen by a bigger group of people. But it's almost like a catch 22. Right? You need to put out content to be seen. But in order for your content to be seen, you need to already have an audience. So it's like, Okay, how do I be? How do I get my content seen if I don't already have an audience? And if I do have an audience already, how do I make sure that this content that I am putting out for them is the right content that they're actually wanting to consume, that will lead to sales at some point in the future, hopefully soon, right. And what I mean by content is a lot of different things. It can be social media posts, so that's Instagram, that could be stories, that could be video. That could be live video, that could be YouTube video. That could be just like stagnant posts, that could be blog posts that aren't even on social media. So on your website, that could be free trainings, webinars, different things like that, that aren't on your website, or on a social platform, right. So on a completely different platform, it could be so many different places, and so many different things. But for the most part, I'm talking about free content here. So the majority of us that are b2b types of businesses, right? So you're a business owner that is selling to another business owner, we are selling, we are selling content right? Now, that content can either be done for you content in a way of like, Okay, I'm going to provide this service for you. But at the end of the day, it is still content, even if you are creating a logo for somebody that is a piece of content that they are going to take and use within their own business, right. So you're, you could be providing content in like a service way. But it could also be like in an educational way, right? Like maybe you have a course or a membership or a group program, or you're a coach or something like that. And honestly, what you provide to these people is content and way of advice, or by coaching or consulting or education, right. So there's so many different types of content out there. But for this, this particular podcast episode, I don't know why that was so hard for me to say, we're talking about three content. Because I hear from so many people in my membership, but also just in my audience as a whole, that they feel like they're putting out lots of valuable content, but they rarely get click through or engagement, let alone have those pieces, pieces of content actually lead to sales at the end of the day. And before I go any further, I do want to mention a few things. Because this is an opinion based podcast. After all, I 100% believe that creating content is be key to growing your business. And if your content isn't getting traction in your business, the last thing I want is for you to feel discouraged. I know that you can look around and you can see all these other accounts on Instagram or wherever. And they're like getting these likes and comments and you feel like they might have some sort of secret quality to them. That makes their content more magnetic, I guess would be a good word than yours, right? But honestly, that's not it. And it might mean that you need to become a little bit more knowledgeable about the role that your content plays in your business so that you can market in the best ways possible. Because I do not believe that there are certain people out there that just hold certain qualities that make them more likable. I think that that is false. And I don't think that those people that have this like, quote unquote, like quality about them. That when they create content, that somehow their content is ranked higher than other people. Like I think that's bullshit. I really honestly think that every single one of us has the ability to create content that attracts the right people. But we may not know the correct ways to market that content and to create that content for the people that were wanting to build an audience of. Right. So I think the first thing that we need to really hone in and look at is the role that content plays in your business. Like why are you even creating content in the first place? I know that we talked a little bit about how the reason why you create content so that your business can be seen by more people, right. But that's only one reason that isn't the only reason that you create content, it is to really build that know, like and trust factor with a cold audience, so that they turn into warm and hot leads, right, and it's easier to sell to them. So you know, essentially, if you kind of think about maybe like the workflow or a funnel, that somebody might go down, like the steps that some random person on the internet somewhere would go through in order to find you, right, let's just say Sally is wanting to start her own business, okay, you are a You are a graphic designer, I always use graphic designers as examples, because I know that nice really well, because I used to be one, so we're going to roll with it. But you know, Sally is on Pinterest, and she is looking all over the place trying to find information about how to start her own business, what she is going to be doing is irrelevant, at least to you as the graphic designer, right? You, you just know that you are wanting to sell to other business owners, Sally is going to be a business owner so that she fits the bill, right. So Sally is thinking about all of these different things. She is on Pinterest, and YouTube and social media. And she is trying to follow all of these different people that have certain types of content that she's wanting to consume, so that she can learn about becoming a business owner. Okay. So you as the website designer that she could potentially hire, right? I said graphics but web or graphics doesn't really matter. You are the web and the graphic designer that that she could potentially hire when she's starting her business to create her website and branding. You know, she, we need to give her a way to find your content. And also, when she finally finds your content, she we need to give her a reason to stick around and allow her to get to know you through that content. Because Sally is over here on Pinterest and everywhere else looking at all of these different people's content. So how are we going to make your content the one that she looks at and sticks with and presses the Follow button, right. So the ways that we can do that is by whether I'm going to get into like a whole list of of how we can use our content, I'm like maybe getting a little bit ahead of myself right now. Okay, let's back up, let's back up, sorry. Because I have like this whole list of how we're going to actually use our content to do what I was just talking about with Sally. But you know, if she finds us, we have to be able to use our content to build that know, like and trust factor. So that means not only giving her information about us and our business, but also giving her content that kind of butters her up so that she's ready to buy when you pitch to her eventually, right. And this all really boils down to like the psychological effects that marketing has on people. And, you know, as a marketer, and as a business owner creating this content, you first and foremost want to serve your people, right, you want to give them content that is serving them in some sort of good way, pushing them forward. And helping them grow in some capacity. But also, there is this other side to marketing, where it is the whole reason why you are marketing this piece of content in the first place is to make money, right. And I know that that can feel really icky to some people. And maybe that's some money mindset blocks that you might want to get through. But But really, at the end of the day, you will are hoping that you're this that Sally's going to see your piece of content, wherever that is, it could be a blog post, it could be on social media could be a video, blah, blah, blah, right? And that, that piece of content is going to psychologically tell her that you have something that she needs. Okay, now, that could happen in a lot of different ways. But the one that I think is the most poignant that you can really like hold on to, in your own business is helping shed light on maybe some pain points that they don't already know it is their right. So Sally is looking around at all of these different businesses trying to learn all the business stuff. And she hops on to your website to see your blog post or whatever piece of content, and she's reading your blog post about something that's relevant, right? Could be anything. But as she was reading that piece of content, she then all of a sudden has some aha moments into some pain points that she has, that you are going to be able to help her with. And at the end of the day, it's not yucky, it's not sleazy, it's not anything other than just being a good marketer. Because you're just honestly saying, like, Hey, I'm here for you. I know you inside and out, because I have an expertise in this specific niche. And it sounds like you are my ideal client. So let me tell you about all of the things that I'm knowledgeable in. And yes, that may mean that I might shed light on to some things that are a little bit like that you struggle with that or pain points or whatever. But at the end of the day, I'm here to help you. And that's why I have this service for you. Okay, so really, at the end of the day is what the role, you're, that's the role that your content plays in your business, because you aren't creating content, you're not creating free content, for free, let's be real, we call it free content, because anybody can consume it, and it'd be free. But the reason why you're creating the free content is so that it will lead to a sale at some point in the future for someone. So on your end, that piece of content actually isn't being created for free to other people, you are handing it over for free, in hopes that they will give you money in exchange for a different product service offer in the future. Okay, that's really the bare bones of it. But in order for it, your content to actually do this, there's a, there's a lot of stuff that we have to work through to make sure that it actually pulls Sally in and hooks her and makes her press that follow button. Right. This is kind of what I was getting ahead of myself running towards a little bit ago. So let's get into that. So really, the this is one that's kind of like a big pet peeve mine. And it's when somebody puts out a piece of content for the sole purpose of it being educational. But it actually isn't valuable. And a really good example of this is like, I see blog posts and social media posts about this kind of topic all the time, where, you know, again, let's just say graphic designer, okay, there's a graphic designer out there. And they will write a blog post that says, seven reasons why you need to hire a professional graphic designer. And that's the piece of free content that they're trying to put out. Is that educational? 100% is it valuable to anyone, literally no one, because there is not a single person in the entire world that is going to, first of all, click on that kind of a blog post, at least and this is, again, opinion based podcast, guys, this is my opinion. There's nobody that is going to click on that blog post, go read a social media post about that, and have their mind to be changed. If they weren't going to buy, they were never going to buy, no matter how much convincing you get for them. Because we're all going to have people in our audiences that are there's going to be a certain percentage of people in every single person's audience that is going to be a forever DIY or just a lurker, somebody that finds you entertaining or likes your aesthetic, or really likes what free content you have to put out. But they were never going to actually pay to have your service product offer, right. But then there's also going to be a chunk of people in your audience that are going to buy literally everything that you ever put out. So it kind of balances out. But if you are just putting out sheerly educational information through your free content, and there isn't actual value that somebody gets from it, then that piece of content might as well have never been created, I'm going to be real honest with you. Nobody wants to read the reasons why you think I should hire you. Okay, and honestly, for me, and maybe I'll have a whole podcast episode about this with somebody else that maybe has the same or a differing opinion. But like, that's an immediate turnoff for me. If I see somebody write a blog post, or a social media post that says, you know, blank number of reasons why you should hire whatever it is that they do. That's like an immediate thing where I'm like, but that's not offering value, and it puts a bad taste in my mouth. So that's something that's like a major pet peeve that just really gets under my skin. So I felt like I should throw that out there. So make sure that no matter what piece of content, you put out that there is value for the people on the receiving end, okay, not just value for you, as the business owner, me as we are creating content, like I said before, to serve our people. So what is the value that we can add, while being educational, that's where things like tips and tricks come in, if you are more on the like info printer side of things. But I should also mention that people that are in the service based industries can very, very much so benefit from educational type of content as well. Because your content should always act as step zero to your paid offerings. So let's say again, graphic designer, what are what steps zero to that? What is the thing that your people are going to need to know or learn before they hire you to create a website for them? You know, we think logically about the those types of people, we know that they are their business owner, that's why they have a website. So how can we help them and create content for them, that is complimentary to the paid offering that we have, because you want to hook them on that complimentary information, and then sell them on the thing that you so that and then the other thing that kind of leads into this, like, you don't want to just be educational, you want to also provide value is that you along the way want to be real and authentic, and maybe even a little bit vulnerable, real people buy from real people. And with the social media age, and everything like that. And as Millennials are getting older and older and coming more and more into the entrepreneurial space, we are moving farther and farther away from buying from brands without a face. Even Facebook has a face, let's be real, Mark Zuckerberg, and even those Steve Jobs has, you know, since passed away, he is still the face of Apple, right. So we're not just buying a Mac computer, we're buying a Mac computer from Steve Jobs. We know the face of Amazon, we know the face of I mean name almost any other big company like that, right? There is almost always a face to any sort of brand like that. And so that means that you also have to show up in real and authentic ways through the content that you provide. So that way your audience knows who they are buying from, they know that they can trust the person behind the brand, just as much as they want to trust your product, or service. And then also, your any sort of piece of content that you put out, really needs to fall into one of three categories. It either needs to be inspirational, okay, so that's where we get into like quotes, and uplifting stories, and anything that's motivation. Then we also have another category, which would be educational, right, we've already talked about this, but with that added value factor. So that could be anything that makes them think that could be anything that sparks them to learn something new. And then the final category here is entertaining, people always want to be entertained. And more often than not, when people are scrolling on their phones or through the internet, on any sort of device, they are hoping to get away from the outside world. That is why you find yourself on Facebook, and you watch that one random dog video. And when you click on it, you know how Facebook will like pop up there, it'll be like the video one right after the other, you can scroll in the like autoplay one right after the other. That's why you watch that one dog video and it will autoplay like 17 more videos, and then you realize that you have have gotten away from the real world for like an hour and a half. So we all open up our phones, click into any of the social media platforms to get away from the outside world. And more often than not, we're hoping to be entertained. And now we also are hoping to be inspired. And we're hoping to learn things along the way as well. Those are those other categories. But the more entertaining you can be whether that's funny, or controversial, or something you know, entertaining could even be like we were talking about before with like your feed being aesthetically pleasing, that can be entertaining for people to look at as well. So in some way, if you can entertain your audience, then you know that you're creating good content. And through any of these categories, though, there are there's something that each one of these different categories of content should always have, because it puts forms the best if you are able to tell a story, or walk your audience through some sort of like series of emotions, while also inspiring them teaching them something or being entertaining. Or if you can be like trifecta and be all three, then more power to you go for it. But if you can tell a story while also doing one of those three things, then that's really, really where you hook them in. Because by telling a story, you are automatically being real and authentic, you're being valuable, you're teaching them or not, you're not necessarily teaching them something, but there is some sort of value there, whether that is to entertain them to teach them something or to be inspirational, right. And then you're also falling into at least one of those three categories. So it's if you are able to really tap into the storytelling and valuable storytelling at that, then you're able to really hit the pot. And the last thing that we have to make sure that we are doing with our content, so that it can actually play the role that it needs to play in our business is that it has to be seen by the people who need it most. If it is not seen, then it's not doing its job. It doesn't matter how amazing how entertaining, how educational or how inspirational that piece of content is. If it if nobody sees it, again, you might as well have never created it. So I want to talk a little bit about marketing or content. Because I think that we have all played the create it and then drop it game basically where you create something of awesome value shouted out once and then wait for people to stumble across it. And then you get crickets, and you feel like a failure. And you're like, Why the heck did I spend so much time doing this? And nobody's seeing it. I'm not getting likes comments, I'm not getting engagement, it's definitely not leading to sales. I know you're the type of business owner who has goals in her business. Heck, they've gotten you this far right, you write your goals down, you share them with your friends, and you probably even have the best of intentions when you sit down to work on tasks that are supposed to help you reach those five figure months. So why haven't you hit them yet, it's not for a lack of training, or a lack of believing that you're capable. Nah, I know that you know, you're meant to be a 10 k a month business, it's that you don't have a clear plan of action to actually make the flipping thing happen already. Go getters gang is an online membership designed to help you prioritize, organize and implement income producing tasks so you can finally reach the next level in your business. Inside go getters gang you have access to all sorts of productivity boosting assets, like quarterly planning sessions, monthly coaching calls, and co working hours as well as courses Trello templates and loads of worksheets to help you work through the plans that you set in your business to reach those goals. And the best part is that you can get started right now today for just $67. So don't waste any more time on tasks that are supposed to help you up level and instead head over to go getters game calm and get to creating intentional plans that will actually help you reach the next level of success and freedom in your business. Before Lady and company was the business before I created it before I launched it, I had this other business. And guys, this is like, you know how you'll look back through your Facebook memories. And you will see like, I don't know if you remember when like Gaucho pants were really in or like really big thick belts. Like see picture from back when those like fashion items were in style. And you're like, oh good god, why did I ever wear anything like that? This first business is kind of that same like gut reaction that I have. And I will still see, you know, on my mice, my memories on Facebook, there will be things that pop up from my last business where I'm just like, oh, like I get this instant, like it was an embarrassing time for me. So I'm going to just tell you all about it, though, because I have no shame. But this first business that I had, I really, really, really wanted to be a beauty blogger, I thought that was my calling. And so I, at the time, I had just graduated from beauty school, I got my petitions license, and I did not want to work for anyone else. I had worked at a cosmetics company and absolutely hated punching a clock every single day. I did not like having a boss, I did not like somebody telling me what I had to do what I had to wear when I had to show up. I just knew that I could not work for somebody else for the rest of my life. Very similar to a lot of this to the start of a lot of entrepreneurs stories. So I thought how can I use my education, this thing that I very passionate about that I love and turn it into some sort of career for myself. And I was so sure that I was going to create this YouTube channel and become just like all of my beauty gurus that I watched every single day. And, you know, the thing is the reason why I'm like sitting here saying that this thing was really embarrassing for me. And now that I look in, in the rearview mirror, if you will, that I so did not, I did not have a business mind, I did not market my business in the ways that I should have. And so I'm going to get into one of the reasons why my why that business field here in just a second. But thing is, is that that could have been my calling that could have taken off, it could have made me money, I could have become the next well known like, I don't know, I could be like sitting with Jeffrey star right now doing cosmetic videos. If maybe I if I would have had a better marketing brain on me at the time. But, you know, this was at this point, who goodness, I mean, a good six years ago, when this all went down. So I was researching any and everything that I possibly could about how to make this thing work, and how to market myself how to create videos, when to put them out how to have I mean, I had a blog that went with and all of the things right. And the thing that I kept hearing over and over and over again is content is king. And I took that to heart, I was like sweet, I am going to put out all the content in the world. And as much as long as I am putting out lots and lots of content that I'm going to be successful. And so I did that I put out multiple videos every single week, I had multiple blog posts going out every single week, I was posting on social media and like pinning my stuff to Pinterest and whatever, right. And the root of it, though, was that I was really scared for people that I knew to see my videos and blog posts, so I hid it from them, which meant that I was also hiding it from everyone else. Because I had a Facebook page. But I didn't have any followers because I didn't tell anybody about it. I had an Instagram, but I didn't tell anybody about it. So nobody was following me there. The only place that I was getting any sort of traction was on YouTube itself when I would put out a video. And it was only if I could figure out how to use the correct keywords, which was very, very hit or miss especially because I didn't really have any subscribers. So the content is key or key content is king thing. I honestly think is bullshit. And the reason why is because I don't think that that is the full story. Content is amazing. Content is definitely key to creating visibility in your business. But not unless you make that content visible. Not unless you are marketing yourself. Not unless you tell people about it, right, I could create as much content, I could create videos 17 million times a day and post them all and it would not matter, it would not move any sort of needle anywhere in my business and make me any sort of money because nobody knew that they existed. So we have to stop believing that content is king is the end of the story. It's not it's the beginning it is yes, create content, but then do something with it. And this is one of the reasons why I ended up wasting so much time in this business that went nowhere. Now I am so unbelievably thankful for the things that I learned through that business. And I would not give back or take back any of that time to push towards Lady and company because I know that I needed that time in that other business. So that way I could learn what I needed to learn so that I could create a new business and make it profitable and make it what it is today. Now I'm teaching other people marketing strategies, right. But, but honestly believing the fairy very, very false narrative that content is king. And believing that that's where it ended. That that's one of the main reasons why my business never took off. Because I did not invest the time and the energy into making sure that people were actually seeing my content. So that's kind of what I want to talk about now is how can we market our content so that people do see the content that we create. And I think the very first thing that we need to tap into is knowing exactly who our ideal customer is. Because if you don't know them, then it's absolutely impossible for you to know how to market to the right people. I heard this analogy one time I cannot for the life of me remember who said it. But she was talking about how, basically, if you are standing in the middle of a forest, and it's pitch black outside, right, and you all you have with you is a flashlight, if you turn on that flashlight, it only illuminates so far in front of you, you can't see very far you don't really know which way is right or left, you don't know which way is out of the forest. So not knowing who your ideal customer is, is like only seeing that very, very small illuminated path in front of you those first few feet, you know how to create content, you maybe even know what types of content you should be creating, that will lead to sales in your business based off of that like step zero that we were talking about before. So you might be creating blog posts and doing those things. But knowing who your ideal customer is, is like you're turning on a light switch, and it's illuminating the entire forest for you, you're finally able to see your surroundings, you know exactly what left turns and right turns to make to get out of the forest, you know, you can finally see your end goal, you know how to navigate through how to get out of the forest, which in this analogy would be to make sales through your ideal customers, right. So if you guys are struggling at all with knowing who your ideal customer is, I have a free class for you. It's called the dream customer crash course you can go check it out, sign up for free, right now at Lady and company com slash Crash Course. But that's really step one. Because once you know who your ideal customer is, and I'm talking about like the real stuff, not just like fluffy bullshit, that doesn't matter, not just like, Oh, she drinks the frappuccino every Wednesday at Starbucks, because I don't know, whatever. Um, if you know who your ideal customer really, really is based off of their real life likes, emotions and trust hobbies, then you're able to market to them in a suit easy and natural way, because you know that you're going to know exactly what platforms they hang out on. So you're going to be able to know where to show up for them to find you, you're going to know exactly what hobbies and interests they have. So that way you can pull on those in your marketing and in your messaging to again, pull them in. So really, that is step one, you have to have to have to 1,000% know who your ideal customer is. And then when you're creating content, you need to make sure that your content is relevant to that audience, for sure, but also to your business and brand as a whole. It also needs to be relevant to your mission, and it needs to be relevant to your paid offers. So when we talk about it being relevant to your audience, if you know that your audience is full of working moms, for instance, you know that that's your messaging is going to have to be geared towards them, you're going to want to pull on their pain points in their struggles and their emotions, within your content, you're going to want to talk about how you know that they're overworked. And you know that they have kids at home and like when are they you know, maybe their nap time entrepreneurs and you know, whatever, right? Make sure that your messaging is very relevant to them. But then you also want to make sure that your messaging and how you communicate your content. And the content that you provide for your, for your ideal customer is on brand. So it speaks true to your mission. It sounds like you, it doesn't sound like anybody else but you and then that it always points to a paid offer. So, you know, if we're talking about blog posts, the topic of that blog post needs to somehow be relevant to what it is that they may pay for in the future. Now, that does not mean that if you are a graphic designer, every single blog post needs to be about graphic design. Okay, I don't want you to get like stuck in this tiny, tiny little niche bottle. And I think I meant bubble, not bottle. No, I don't want you to get stuck in this tiny little niche bubble, where all you're ever talking about is things that are directly related to your paid offer. That's not at all what I mean, I mean that it needs to be relevant in some capacity to your paid offer. So if you're a graphic designer, remember, we were talking about like step zero, what are some things that your people might need to know, before they hire you as a graphic designer? If you're a graphic designer for brand new business owners, what are the things that brand new business owners are going to need to know and learn? Maybe they're going to need to set up a Facebook business page. That could be a blog post that you write about. Right? Maybe they are looking for a customer relationship management software, and you just don't happened to us honey book which Haleh I do. If you want it's 50% off, I'm just going to do a little shameless plug right here. Now that I mentioned it, if you want 50% off of honey book, you can go to bit.ly slash capital L, capital C, capital C. Honey book, there you go. But man, I'm leaving these these coughs. And here we are being I am going to be real and authentic with my this podcast episode. So anyway, you want to make sure that it is relevant in some capacity to your ideal customer, and also to your paid offer. Okay. So find a way to tie it in somehow, then when you are creating content, and I know you guys have heard this over and over and over again, is that you got to be consistent. But caveat here, because I don't think that that means that you have to put out so much content all the time. I think that you need to be consistent in what whatever capacity that means to you. Some people can crank out blog posts every single day. For me, that's not the case. I don't like writing. That is not my speed. And I know that I can't commit to that. So am I going to ever put out content on my blog every single day, every single week? No, I just straight up won't. And you don't either. That is not how you, you don't have to either. That's not I don't want you to have these like these false narratives in your mind of how things have to be because there is no half to hear. When it especially when it comes to timing and consistency. You just have to think about what you can commit yourself to. And that may mean that you stretch one piece of content across multiple platforms, turning it into many different social media posts, blog posts, and all of these different things. An example of that is that you could take like a podcast episode, for example, let's say you have a podcast, you could take one podcast episode. And you could stretch that one piece of content for an entire week, you could take out quotes and make quote, graphics, you could pull out maybe a little snippet, right like a little paragraph of something that you said and make that one of your social media posts. You could turn that entire blog post into a or not blog post, turn that entire podcast episode into a blog post, then you could also take maybe a couple of points from that blog post and turn it into a newsletter, right? There's a lot of copying, pasting, there's a lot of elaboration that could be done. You get on your Instagram stories, and you may be posed a question about the topic from that podcast episode, you maybe tell a story about how that was relevant to you at some point in your life, right? How can you take one piece of content, turn it into as many as possible so that way from the outside, you are being so unbelievably on point consistent without having to create a million pieces of content? Okay. Then, the other reason why you want to be consistent is because your people subconsciously will start to expect certain types of content from you. For instance, there's a couple of people that I follow on Instagram, and I know that they do day in the life style Instagram stories, you know, every Tuesday, there's somebody else that I follow that does something called the question game. And it's something where she like, interacts with her audience on Instagram stories where she like, posts all these different questions, and then polls and things right. She does question game Thursday. Okay, I know, on Thursdays, she's gonna have her question getting come up, okay. So whatever that means to you, your audience is also going to come to expect certain things from me, just in the same way that you know that my podcast comes out on Tuesday mornings. So you expect that you're going to wake up on a Tuesday morning, and you're going to have a new spirit episode to listen to, right. So create that consistency, whatever that means to you so that your audience can rely on you. And also build know like and trust with you on a consistent basis. Then, when you have all of that already figured out, you have your you have a piece of content that is relevant to your being consistent, all of the things you have to make sure that every single piece of free content out there has some sort of a call to action. If you are putting out content, you're wondering why the heck you're not getting any sort of engagement, I can almost guarantee you, it's because you're not telling your people to engage. We are in a digital age, we are wanting instant gratification, we are fast moving. So when you're scrolling through and when your audience is scrolling through, and they land on your Instagram post for the day. And they read it because they like you, right? They read your content. If they get to the bottom, and it was just a long story, they're going to be like, Okay, great. Moving on, like thanks for the thanks for the story. There's no negative emotion there. But they have no reason to comment, they have no reason to like they have no reason to share, because you did not tell them to. So be entertaining, be inspirational, be educational, whatever it is. And then at the end, pull in a question, to entice them to comment. Or tell them straight up share with a friend that might find this inspirational as well. Tag two friends that you know XYZ, you know, something that would be relevant to your post, make sure to share and tag on Instagram stories, whatever you want to say, it's the same reason why people are constantly, you know, saying like and subscribe to my video, when you watch a YouTube video, it's a call to action, the more that you tell them what to do, the more they're apt to do it. So always include a call to action, then, the last thing is that make sure that your people see it. So that means making sure that you don't just put out a piece of content, and then hope that it gets to the right people. Don't just put it down. It's not just a one and done thing, girl, okay, you have to do all the things, you create a blog posts, that blog post needs to be pinned to Pinterest, it needs to be posted on every single social media platform as well as your stories. And then it needs to be set up to be recycled as well. So that means that on Pinterest, maybe you're using tailwind and you share it on a loop. Maybe you set up something like Meet Edgar where it loop shares different pieces of content to your Facebook into your Instagram. Maybe you at some point, we'll bump fill up a whole bunch of social media posts into a packet that's a free downloadable, okay, just because you have delivered it once does not mean that it cannot be recycled and used again. If you're ever struggling to create content that you find that your people find valuable, go back through your social media, okay, this is a quick little trick. Go back to your social media, find your most liked post, or few most like posts, copy that caption, paste it into either a blog post, a newsletter, email, or somewhere else. And reshare it as brand new content on a different platform, I guarantee that your people will not notice. Because again, there are two types of people on your on your follower list. There are people that love you so unbelievably much that they read every piece of content that you put out, okay. But the key here is that even if they see that you repeat content somewhere, they already love you so much that they do not care. They don't care, that's not going to make them like you less. Now if you recycle the same content over and over and over and over and over and over and over again, then maybe they might get annoyed. But if you do this tactfully and sporadically, then they're not going to think anything of it. Then there's the other types of people on your follower list that don't read everything that you put out, they read some of it. Other things they don't, for whatever reason that may be. And so if you're recycling, then that just means that you are giving them another chance to see something that maybe they didn't see in the future, or in the past. So then the other reason why it's important to recycle content is because hopefully, you are constantly gaining new followers. So that means that those new people have never seen your past content, right? Unless they like Super Stock you. But chances are they don't, right. So if you recycle something that was posted from before they ever followed you, they're going to see it and just assume that it is brand new anyway. So do not make this a one and done thing. your content should always be evergreen, it should always be loop shared. And it should always be shared across as many different places as possible. And multiple times. Alright, guys. So I think that's everything that I have for you today. That was a lot that we just chatted about. So honestly, I think that the biggest takeaway that I want you to have from this is that creating content is key to growing your business. And if you right now or feeling like you have been putting content out and it just hasn't been going anywhere, it isn't because you aren't sparkly enough. It is just that you need to implement some better strategies maybe. And so maybe that means you need to go listen back through this podcast with a notebook. And you need to take it down as many notes as possible, because I know we covered a lot here. And I think that if you take one course of action today, if you do one thing to help with your content marketing skills, is that you should learn your ideal customer. So like I said before, I have that completely free dream customer crash course that you can go sign up for right now and watch today. And it's literally so good, like so many light bulbs for so many people that have taking that course. And it is just at Lady and company com slash Crash Course. And you can go and take that right now. Thank you so much for listening to this episode of this billet podcast. Here's what I'd love for you to do next, take a quick screenshot of this episode that you're listening to right now and share it on your Instagram stories so your friends can hear about the show too. And then I'd love you for real for real if you head on over to iTunes to leave a rating and review. And if you want access to the show notes, links and downloadable that were mentioned in this episode, head to spill it podcast.com and don't forget to subscribe so you never miss a future episode.
Spill It! with Alex Lawless is a roundtable-style podcast that brings a unique spin to online business strategy by creating a space for seasoned entrepreneurs to hold judgment-free and opinion-based conversations on industry topics, norms, and cliches. View more episodes….
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