Transcript
WEBVTT 1 00:00:08.160 --> 00:00:17.399 Conversations from the front lines of marketing. This is be tob growth. Welcome 2 00:00:17.519 --> 00:00:21.760 into be to be growth. Today I am joined by Sarah Block. She's 3 00:00:21.839 --> 00:00:26.519 the CEO of tiny marketing. Sarah, welcome into be to be growth. 4 00:00:26.519 --> 00:00:32.200 Thank you so much for having me. So for seven years you were a 5 00:00:32.479 --> 00:00:37.119 marketing team of one, four, five companies. Is that right? That's 6 00:00:37.280 --> 00:00:42.439 right. It was quite the learning experience, I believe it. I mean 7 00:00:42.520 --> 00:00:48.240 I'm imagining the systems that you had to build and the bandwidth right, like, 8 00:00:48.560 --> 00:00:51.479 what do we do in order to make this this kind of work and 9 00:00:51.799 --> 00:00:57.000 expand without maybe increased budget and in just the thinking that you would have to 10 00:00:57.079 --> 00:00:59.640 do to navigate that. What do you think is like one of your top 11 00:00:59.759 --> 00:01:04.359 learnings from that type of experience? Oh, batching. Learning to batch the 12 00:01:04.400 --> 00:01:08.959 content that I needed to create for for all of those different brands. It 13 00:01:10.040 --> 00:01:15.599 was a seven company group, so I had so many bosses to to talk 14 00:01:15.680 --> 00:01:19.400 to and a lot of different business goals that I had to align our marketing 15 00:01:19.400 --> 00:01:26.760 web. So batching that that creation was the most important thing and it probably 16 00:01:26.799 --> 00:01:30.319 took like five years to realize that. Well, at least you learned it. 17 00:01:30.359 --> 00:01:34.760 That's the main takeaway. At some point you gotta hold that information and 18 00:01:36.040 --> 00:01:38.120 now, I'm sure it's very helpful for you. We're going to talk about 19 00:01:38.200 --> 00:01:42.120 content a bunch on this episode. I want to take time to address, 20 00:01:42.159 --> 00:01:47.879 I mean a specifically in the beat to be space, the need for cadences 21 00:01:47.920 --> 00:01:52.239 and themes in our content. And you see this is as a big deal. 22 00:01:52.280 --> 00:01:55.519 What has sort of brought that to the forefront of your mind, Sarah, 23 00:01:55.560 --> 00:01:59.719 as far as cadences and themes when it comes to content? Yeah, 24 00:01:59.760 --> 00:02:05.840 that one. Your audience starts to expect something from you. You can't build 25 00:02:05.840 --> 00:02:09.360 trust with them if they don't know what you talk about, what you stand 26 00:02:09.400 --> 00:02:15.360 for. So having those dedicated themes that you create all of your content around 27 00:02:15.479 --> 00:02:20.280 makes a world of a difference. People know to come to me when they 28 00:02:20.319 --> 00:02:25.439 want to hear about specifically operations with content marketing, like content marketing through the 29 00:02:25.639 --> 00:02:31.039 through the Lens of efficiency, with small departments, and that's how people get 30 00:02:31.120 --> 00:02:38.000 known in the businesses creating themes and being consistent about it. Without that specific 31 00:02:38.039 --> 00:02:43.199 cadence that you're working on, you end up, you know, letting a 32 00:02:43.319 --> 00:02:46.520 drop off. You need to have a specific schedule that you're willing to commit 33 00:02:46.599 --> 00:02:53.800 to or or it dies. Yeah, I wonder in be to be space, 34 00:02:53.080 --> 00:02:58.560 what do you see? I guess maybe the more appropriate word be why 35 00:02:58.599 --> 00:03:04.400 do you see so much laundering? Because you would think people have some sort 36 00:03:04.479 --> 00:03:07.919 of Miche that they're already an expert in. But we don't get this right, 37 00:03:07.960 --> 00:03:12.879 do we? No. No, a lot of times people will just 38 00:03:13.039 --> 00:03:17.240 look at their product offerings and talk about that or their service offerings and talk 39 00:03:17.319 --> 00:03:20.919 about that. But really what you need to look at is more of like 40 00:03:20.960 --> 00:03:24.159 a ven diagram. You need to think of it this way. There is 41 00:03:24.560 --> 00:03:30.400 the problems that your customer has, the solutions that your business solves. That 42 00:03:30.520 --> 00:03:34.639 little piece in the middle, that's where your themes lie. That's when you 43 00:03:34.680 --> 00:03:38.680 really create that goal that works. What, when it comes to themes, 44 00:03:38.800 --> 00:03:43.080 what are we thinking about? Like, what's the number of themes you think 45 00:03:43.080 --> 00:03:46.680 are the sweet spot that we should be focused in on? I like for 46 00:03:46.360 --> 00:03:53.240 fours where I start, and then creating little topic clusters beneath them. HMM, 47 00:03:53.759 --> 00:03:59.039 for with topic clusters, I like that. So when it comes to 48 00:03:59.080 --> 00:04:03.680 the content that we're creating, give us a definition for what all is encompassed 49 00:04:03.680 --> 00:04:08.479 within that word for Sarah, like what comes to your mind when you think 50 00:04:08.479 --> 00:04:14.520 of content. Yeah, content really drives all marketing. So when I say 51 00:04:14.639 --> 00:04:20.720 content, I'm talking about podcasts, videos, blogs, guides, social media 52 00:04:20.879 --> 00:04:28.279 posts, email. That's all content. Marketing would be nothing without content at 53 00:04:28.319 --> 00:04:32.120 its core. You need to educate your your consumer. That's why they're finding 54 00:04:32.120 --> 00:04:40.759 you. Sure. Okay. So within content specifically, a lot of content 55 00:04:40.839 --> 00:04:44.680 in the B tob space gets lost. Right, we create it and it's 56 00:04:44.800 --> 00:04:48.519 just it lives on our website. Maybe it's a distribution issue, maybe it 57 00:04:48.639 --> 00:04:51.360 I mean, there's a number of things. Sometimes it's gated, which I 58 00:04:51.360 --> 00:04:55.600 really don't understand at this point. But what are some of those things that 59 00:04:55.639 --> 00:04:59.040 you you see right now when it comes to content and be to be, 60 00:04:59.199 --> 00:05:01.319 that go, that you go. We got to change the mindset here. 61 00:05:01.319 --> 00:05:06.199 We need to start seeing some shifts. Do you have all day? Let's 62 00:05:06.240 --> 00:05:10.959 go a cockle. Okay, okay, come well, I'll pare it down. 63 00:05:11.240 --> 00:05:16.199 I would start with the fact that people create too much content and they're 64 00:05:16.240 --> 00:05:23.519 not repurposing and distributing enough. So my rule that I usually teach my people 65 00:05:23.639 --> 00:05:30.120 is that commit to one one thing, commit to creating one original piece of 66 00:05:30.160 --> 00:05:33.720 content, whether it be once a month, by weekly or weekly, weekly 67 00:05:33.839 --> 00:05:40.560 ideal, but commit to that and then repurpose from there. You'll get tons 68 00:05:40.600 --> 00:05:44.639 of content in the end. I just did a project with a client where 69 00:05:44.639 --> 00:05:48.079 I'm repurposing one of their webinars. We were able to create fifteen pieces from 70 00:05:48.079 --> 00:05:56.120 that Webinar. Wow, and it brings your your content power so much further 71 00:05:56.160 --> 00:06:00.240 being able to do it that way and you you stay within your theme Sames, 72 00:06:00.319 --> 00:06:02.759 your content, themes, you say, within your clusters, and you're 73 00:06:02.759 --> 00:06:09.199 spending a lot less time creating content and more time distributing it. Hmm, 74 00:06:09.240 --> 00:06:12.360 give me some insight as to like what type of stuff you pulled from that 75 00:06:12.399 --> 00:06:15.319 Webin are what you're looking for, because you don't want to just pull well, 76 00:06:15.360 --> 00:06:18.399 this could work right, like it might get a little engagement, like 77 00:06:18.439 --> 00:06:23.079 you got to find some good content there. So what does that process look 78 00:06:23.160 --> 00:06:29.439 like? Yeah, so I spent some time watching minute by minute that Webinar 79 00:06:29.759 --> 00:06:34.759 and I would make little comment notes within the Webinarre. We're like this topic 80 00:06:34.800 --> 00:06:39.480 would be a good blog post. We should grab this sound bite for an 81 00:06:39.560 --> 00:06:45.000 audiogram. Hmmm, let's take this topic and turn it into a graphics so 82 00:06:45.120 --> 00:06:48.680 people can understand what that ideal department looks like the topic they're talking about at 83 00:06:48.680 --> 00:06:53.240 the time, and I go through minute by minute, making notes of every 84 00:06:53.240 --> 00:06:57.439 piece of content that would make sense and compare that to the questions at the 85 00:06:57.519 --> 00:07:01.040 end the QA and the chat that they have. So you know what really 86 00:07:01.120 --> 00:07:05.720 resonated with the people who attended, it's more likely that it'll also resonate with 87 00:07:05.759 --> 00:07:10.560 the people who are going to see that content later. So when we're talking 88 00:07:10.600 --> 00:07:14.399 repurposing in this case, I think a lot of times what people think is, 89 00:07:14.439 --> 00:07:18.000 okay, we had a Webinar, we cut the video into like three 90 00:07:18.120 --> 00:07:23.120 micro clips and look, we repurposed it. But you're saying you've got to 91 00:07:23.120 --> 00:07:29.000 think about it more holistically and you're sometimes creating content that isn't referring directly back 92 00:07:29.040 --> 00:07:30.839 to the fact that you held the Webin are on this but like in the 93 00:07:30.879 --> 00:07:35.279 case of creating a blog post, it's just hey, that webinar prompted this 94 00:07:35.319 --> 00:07:39.040 other blog post. We don't even have to mention the Webinar, we just 95 00:07:39.120 --> 00:07:44.519 create the blog post exactly. Yeah, it inspires the other pieces. You 96 00:07:44.560 --> 00:07:49.600 can grab quotes from from the Webinar and bring that into their into the blog 97 00:07:49.639 --> 00:07:54.759 post, but you're getting a ton of great information from that. No, 98 00:07:55.000 --> 00:08:01.399 our of content that you've already created and it births all of the other content 99 00:08:01.519 --> 00:08:05.480 that you that your have, that you're creating. Are there any channels that 100 00:08:05.519 --> 00:08:09.240 you think can kind of be overlooked or maybe ignored, that we need to 101 00:08:09.240 --> 00:08:16.560 be thinking more about? Yeah, I think forums have been overlooked a bit, 102 00:08:16.600 --> 00:08:22.560 where people are already asking questions and they're wanting that content, they're wanting 103 00:08:22.600 --> 00:08:28.120 that education, and when people are doing it they're doing it the wrong way 104 00:08:28.120 --> 00:08:31.279 where it you know, they're just dropping a link to their piece of content 105 00:08:31.360 --> 00:08:37.240 like this will be helpful, but answer their question, build a relationship around 106 00:08:37.279 --> 00:08:41.960 it and share out that content. But forums are a great place to understand 107 00:08:41.960 --> 00:08:46.399 your customer a little bit better, see the conversations that are happening and build 108 00:08:46.440 --> 00:08:52.360 relationships with them too. What are the best forms you're seeing for like within 109 00:08:52.480 --> 00:08:56.039 be, Tob Yeah, within be to be having those conversations, and Linkedin 110 00:08:56.799 --> 00:09:03.320 is a great place to start commenting on other people's posts. Is I've built 111 00:09:03.320 --> 00:09:09.679 a lot of relationships that I would consider true friendships outside of Linkedin by doing 112 00:09:09.720 --> 00:09:15.960 that. Medium is really great too. Cora, for some industries there's a 113 00:09:16.000 --> 00:09:20.039 ton of questions in there, and probably more in the BEAUTISTA space, but 114 00:09:20.159 --> 00:09:24.919 read it could be good, as long as you're not being spamming. I 115 00:09:24.919 --> 00:09:30.000 love Linkedin for the connections that are made there. I would say I wasn't 116 00:09:30.120 --> 00:09:35.080 very active, definitely not even a year ago, and as I've become more 117 00:09:35.080 --> 00:09:37.960 and more active, one of the things I do is like literally I set 118 00:09:39.000 --> 00:09:41.399 a timer, Sarah, and I just guess for the next thirty minutes, 119 00:09:41.399 --> 00:09:45.200 all I'm going to do is just comment and just talk to people. Do 120 00:09:45.279 --> 00:09:48.200 that like me once or twice a week. Sometimes I'm not great at it, 121 00:09:48.240 --> 00:09:50.519 but it's like, okay, you don't have to post. You know, 122 00:09:50.759 --> 00:09:52.919 I try to post, but like, where's my dedicated time to actually 123 00:09:52.960 --> 00:09:58.639 be like looking at other people's content and yeah them in helpful way? I 124 00:09:58.720 --> 00:10:01.120 think we overlooked that sometimes, or we just like comment when we see something 125 00:10:01.120 --> 00:10:05.159 that we immediately think is interesting, when maybe we have something worth adding to 126 00:10:05.200 --> 00:10:11.120 the conversation. That is a really good point. I think that people appreciate 127 00:10:11.279 --> 00:10:16.759 so much when you comment on their posts that that's really where the relationships are 128 00:10:16.799 --> 00:10:22.840 built, is in the comments, and I'm not exaggerating that. A lot 129 00:10:22.879 --> 00:10:26.279 of people that I talked to as friends I met doing the same exact thing 130 00:10:26.320 --> 00:10:28.919 and I do something similar. You know, I love a system. That's 131 00:10:30.000 --> 00:10:33.000 ill talk about a systems, but I do the same thing where when I'm 132 00:10:33.039 --> 00:10:39.320 eating breakfast, that's my time to comment on everybody's post on Linkedin. That 133 00:10:39.320 --> 00:10:43.559 that I find interesting. Hmm, I like that. It's a an easy 134 00:10:43.600 --> 00:10:46.519 way to again like batch a task with a something you're going to do every 135 00:10:46.600 --> 00:10:50.080 day, right, eat breakfast, and a good way to interact. So 136 00:10:50.480 --> 00:10:58.039 I like that. Yeah, it's have loves dogfast, must comment somethingked your 137 00:10:58.200 --> 00:11:01.440 you're just automatically your hand just starts doing it in phone is just automatically opens 138 00:11:01.480 --> 00:11:07.039 linkedin. Exactly. Okay. So once we have our four and this is 139 00:11:07.080 --> 00:11:11.000 where I want to spend the majority of the rest of our time together, 140 00:11:11.320 --> 00:11:18.960 I think distribution becomes that key ingredient and you mentioned like you can turn the 141 00:11:18.960 --> 00:11:22.440 the one one a week thing into number of things, but we need to 142 00:11:22.519 --> 00:11:26.320 practically break that down for people and go how should we be thinking about distribution? 143 00:11:26.440 --> 00:11:33.200 You have a checklist that will mention here, but practically speaking, what 144 00:11:33.279 --> 00:11:35.679 are some of the things you're doing and maybe even teach us a mindset of 145 00:11:35.759 --> 00:11:41.440 like what are you looking for when it comes to distribution? Well, for 146 00:11:41.600 --> 00:11:46.000 one, it needs to be constant. You cannot think that posting once on 147 00:11:46.039 --> 00:11:50.039 social media is going to do the job. HMM. Your Social Media Life 148 00:11:50.039 --> 00:11:56.120 Cycle is like twenty four hours at best. So make sure that you're recycling 149 00:11:56.159 --> 00:12:01.559 your posts, everything is evergreen and and think of repurposing as distribution. It's 150 00:12:01.600 --> 00:12:07.159 part of your distribution plan. Like let's use what I do for example. 151 00:12:07.879 --> 00:12:13.039 I do as I preach and I have a biweekly core content. I will 152 00:12:13.039 --> 00:12:18.879 always create two live streams a month, okay, and from there I will 153 00:12:18.919 --> 00:12:26.480 create podcasts from each of those episodes and I will create an over arching blog, 154 00:12:26.519 --> 00:12:30.240 like a long form blog, that covers those topics. I tries to 155 00:12:30.279 --> 00:12:33.960 stay within a theme of month so everything is connected and all the dots are 156 00:12:33.960 --> 00:12:39.919 are there. And then from there I'll create one email a week that goes 157 00:12:39.919 --> 00:12:43.039 out and then, when Linkedin, newsletter that goes out each week. But 158 00:12:43.080 --> 00:12:46.840 all of those things are connected to the two pieces of core content that I 159 00:12:46.960 --> 00:12:54.759 created. So repurposing and distribution go hand in hand and recycle it, continue 160 00:12:54.840 --> 00:13:00.480 promoting it. It shouldn't ever be put on the back last unless it is 161 00:13:00.480 --> 00:13:05.000 a dated content piece. Are you, or even the clients you're working with? 162 00:13:05.080 --> 00:13:11.360 How are you guys looking at paid media, maybe sponsored or branded content 163 00:13:11.440 --> 00:13:16.360 within this the distribution checklist? Yeah, we are like longer form content. 164 00:13:16.399 --> 00:13:20.879 We do paid media, okay, will boost it, will do sponsored posts 165 00:13:20.919 --> 00:13:28.080 and have it on another media channel, another publication, and you get a 166 00:13:28.120 --> 00:13:33.240 lot of you get a lot of eyes that you wouldn't have normally by posting 167 00:13:33.279 --> 00:13:39.399 and other places guest posting. So when you're creating that core content for your 168 00:13:39.480 --> 00:13:46.879 own don't discount the fact that guess posting gets you a lot of eyes on 169 00:13:46.360 --> 00:13:52.440 and it's people that are more that are likely to buy your service. It's 170 00:13:52.480 --> 00:13:56.279 another part of your distribution plan, is guest posting, being a guest on 171 00:13:56.320 --> 00:14:01.279 a podcast. It's funny because when I think of repurposing, I feel like 172 00:14:01.320 --> 00:14:05.720 I'm coming around to it again, and I'll explain it this way. I 173 00:14:05.720 --> 00:14:09.039 feel like if you go back to I might get the year wrong, but 174 00:14:09.080 --> 00:14:15.759 like, let's say two thousand and eighteen, Gary V was only talking about 175 00:14:15.759 --> 00:14:20.720 like repurposing and like putting your content everywhere, and like there was very much 176 00:14:20.840 --> 00:14:24.159 this, just like there was a repurposing movement and then I think there was 177 00:14:24.159 --> 00:14:26.960 a movement away from it. If you are with me and you're tracking with 178 00:14:28.000 --> 00:14:31.360 me right where it was like, okay, we can't do that, like 179 00:14:31.600 --> 00:14:35.720 it got to be like you see the same video everywhere you're in. People 180 00:14:35.879 --> 00:14:39.519 started to get a bad taste in their mouths for like repurposing content, and 181 00:14:39.559 --> 00:14:41.639 now we're at a point, I would say in two thousand and twenty two, 182 00:14:41.720 --> 00:14:46.320 where it's like note, you have to repurpose content, almost the way 183 00:14:46.320 --> 00:14:48.279 people thought of twitter back in the day, where it's like one tweet and 184 00:14:48.320 --> 00:14:52.080 now it's drowned out. It's like you could easily repurpose that. Do you 185 00:14:52.240 --> 00:14:58.559 feel that sort of shift happening again, or how do you think about repurposing? 186 00:14:58.720 --> 00:15:01.480 Yeah, back in twenty eight, I think repurposing looked more like a 187 00:15:01.600 --> 00:15:07.240 distribution plan. It was repurposing the exact same content across different channels. Like, 188 00:15:07.279 --> 00:15:13.000 for example, when I'm posting a live stream on stream yard, it'll 189 00:15:13.039 --> 00:15:18.320 go out to youtube, linkedin twitter, etc. That is repurposing, but 190 00:15:18.480 --> 00:15:22.919 it's not the kind of repurposing I'm talking about today. Today repurposing looks more 191 00:15:22.039 --> 00:15:28.600 like, you know, creating micro content out of out of those videos, 192 00:15:28.639 --> 00:15:33.799 cutting them down into three minutes creating blog post from it, audiograms, podcasts, 193 00:15:33.960 --> 00:15:39.440 using the content that you created to inspire a real or a ticktock. 194 00:15:39.080 --> 00:15:43.919 Like I did a stream yard the other day and I was like, Oh, 195 00:15:43.039 --> 00:15:46.559 you know what, this would be good as a real. So I 196 00:15:46.600 --> 00:15:52.720 took the outline that I had created for the Stream Yard and repurposed it into 197 00:15:52.759 --> 00:15:56.759 a real. It took me like five minutes to do, but the outline 198 00:15:56.799 --> 00:16:03.440 was already there. I like it. Are there any sort of unconventional distribution 199 00:16:03.519 --> 00:16:07.240 avenues that you're interested in right now or you think people should be aware of? 200 00:16:07.519 --> 00:16:14.679 Well, one thing that people aren't doing regularly is the linkedin news letter 201 00:16:14.759 --> 00:16:19.120 for be to be. Every single time I post a linkedin news letter, 202 00:16:19.639 --> 00:16:26.879 which Linkedin distributes for me, I get an alert from my website traffic boost. 203 00:16:26.000 --> 00:16:30.799 HMM, high traffic alert, every single time, and not a lot 204 00:16:30.840 --> 00:16:33.960 of people are doing that yet. I always sign up to be a Beta 205 00:16:33.000 --> 00:16:38.120 person. I'm always the Beta Tester on platforms, and that's how I ended 206 00:16:38.159 --> 00:16:45.720 up getting linkedin newsletter access early and it was it does a great job of 207 00:16:45.759 --> 00:16:49.080 distributing the content that I've created. I like that one. What are other 208 00:16:49.120 --> 00:16:53.759 things we need to be maybe thinking through. You have a number of things 209 00:16:53.799 --> 00:16:57.159 on your checklist that I can even read through it and then maybe stop me 210 00:16:57.200 --> 00:17:00.200 when I hit one. We're like, Oh, we should talk about that 211 00:17:00.240 --> 00:17:03.840 too. Write. Because well, first let's talk about the first thing. 212 00:17:03.960 --> 00:17:07.720 Yeah, do it. So, creating different variations of your social media post 213 00:17:07.799 --> 00:17:14.440 and setting them to recycle. MMM, always use a social media automation platform 214 00:17:14.480 --> 00:17:18.680 that allows you to recycle your content, because I think, I think it 215 00:17:18.720 --> 00:17:22.880 was that I read at point zero zero one percent of your followers see that 216 00:17:22.920 --> 00:17:26.839 post the first time you post it. Wow, so why? Why you 217 00:17:27.559 --> 00:17:32.880 bother with that? Set it to recycle so it's being pulled up. It's 218 00:17:32.960 --> 00:17:37.160 not going to be annoying to her, to your people, because you know 219 00:17:37.279 --> 00:17:41.839 it'll come up a week or three months from now. They're not going to 220 00:17:41.880 --> 00:17:45.839 remember that you had that post. So use social media automation that recycles. 221 00:17:45.920 --> 00:17:51.400 Yeah, what do you use for recycle? And and are you like setting 222 00:17:51.400 --> 00:17:53.559 it, letting them choose when to repurpose, or are you going in and 223 00:17:53.559 --> 00:17:59.079 deciding when that happens? You can do either one. I just let them 224 00:17:59.160 --> 00:18:06.519 choose to I am currently using smarter Q. I've also used me Edgar sendable. 225 00:18:07.119 --> 00:18:11.200 What's the reposter. I think the other one is called but right now 226 00:18:11.200 --> 00:18:15.920 I'm using smarter Q. and what platforms is that connected to? Specifically, 227 00:18:15.920 --> 00:18:21.400 Sarah, it is connected to Instagram, Linkedin, twitter and facebook. So 228 00:18:21.519 --> 00:18:25.160 everything we would need, basically pretty much everything you need. They do pin 229 00:18:25.240 --> 00:18:27.920 er ast to if you're doing pinter asked. So, okay, create three 230 00:18:29.000 --> 00:18:32.720 variations of social media posts, set them to recycle. We talked about the 231 00:18:32.759 --> 00:18:36.599 second one, which was send an email at it to the e newsletter. 232 00:18:36.640 --> 00:18:38.960 We talked about, like Linkedin as a newsletter. Right. I think that's 233 00:18:38.960 --> 00:18:44.400 an interesting option. HMM, I do one for my group and I do 234 00:18:44.440 --> 00:18:49.160 one for linkedin every single week, and newsletters are obviously having a revival. 235 00:18:49.160 --> 00:18:53.200 I never thought I would subscribe to one again and I'm subscribed to more than 236 00:18:53.240 --> 00:18:57.839 probably I've ever been. So there's that. They're really good. Right now, 237 00:18:59.519 --> 00:19:04.119 send an email to influencers mentioned or linked to in the article. This 238 00:19:04.240 --> 00:19:08.279 is one that I think is fascinating. Break this one down. Yes, 239 00:19:08.279 --> 00:19:14.200 so it's called permissionless marketing, and what you do is, Hey, if 240 00:19:14.240 --> 00:19:18.359 you find a great quote from an influencer in your industry, put it in 241 00:19:18.400 --> 00:19:22.839 there and let them know that you've mentioned them in the article and they are 242 00:19:22.960 --> 00:19:27.160 likely to share it out back link it on their website, and so you 243 00:19:27.160 --> 00:19:33.319 get extra distribution hour when you when you mentioned them, and it doesn't take 244 00:19:33.359 --> 00:19:37.559 a lot of extra time, like having did interview someone. Our outreach for 245 00:19:37.680 --> 00:19:44.519 quotes. It's easy, it is I love that one and I mentioned an 246 00:19:44.519 --> 00:19:48.559 author book I was reading recently in one and she was like the first comment 247 00:19:48.759 --> 00:19:52.240 on Linkedin and it was. It was so it was like so cool and 248 00:19:52.319 --> 00:19:55.960 so random, but it was one of those things too. Are you? 249 00:19:56.079 --> 00:20:00.039 You're obviously you're doing them a favor. So there's no. Yeah, it's 250 00:20:00.079 --> 00:20:03.480 a good thing for them and it's great for you. Which one? Yeah, 251 00:20:03.480 --> 00:20:07.640 exactly. Okay, Great. Yeah, another one. Answer questions and 252 00:20:07.759 --> 00:20:11.279 link to the content. That was one that we mentioned earlier. I think 253 00:20:11.319 --> 00:20:14.480 that you can do that great in forums. Definitely. You can do that 254 00:20:14.519 --> 00:20:18.319 in linkedin comments. Add value, though, add value in the comment and 255 00:20:18.319 --> 00:20:22.319 then if you have content that relates, then maybe throw a linkin. Exactly, 256 00:20:22.480 --> 00:20:25.720 actually write it out. That's a huge part. Okay, explain this 257 00:20:25.759 --> 00:20:30.119 one. Add a google alert on the title. What is that about? 258 00:20:30.319 --> 00:20:33.119 Yeah, so on the title of the article that you've created, put a 259 00:20:33.119 --> 00:20:37.799 google alert down there, so you could just set it google the the title 260 00:20:37.799 --> 00:20:42.920 and you can set it so you'll know whenever it's mentioned or shared right now. 261 00:20:44.079 --> 00:20:48.200 So it's more, I guess, less about distribution and more about seeing 262 00:20:48.240 --> 00:20:52.359 the distribution power, the effect of it. Yep, I like that. 263 00:20:52.519 --> 00:20:56.440 And then boost on social media and consider paid media, which is something that 264 00:20:56.680 --> 00:21:02.160 I did mention earlier. Anything that you would round out as we're taking on 265 00:21:02.160 --> 00:21:03.759 one thing I say here is it. We want to be all about mindset, 266 00:21:03.839 --> 00:21:07.599 right, so like as your thing about a mindset for distribution. Any 267 00:21:07.720 --> 00:21:11.079 last things you would say, Sarah, as we kind of start to wrap 268 00:21:11.119 --> 00:21:15.839 this up? Yeah, you're not annoying people. The number one thing that 269 00:21:15.920 --> 00:21:22.359 I hear from people is I'm worried about annoying my audience or, you know, 270 00:21:22.759 --> 00:21:26.119 repelling them instead of attracting them, and you're not. The reason they 271 00:21:26.200 --> 00:21:30.119 are your followers is because they want to hear from you. So don't be 272 00:21:30.160 --> 00:21:33.839 afraid to distribute the the content that you have. Just make sure that you're 273 00:21:33.839 --> 00:21:38.559 adding value and you're teaching something along the way. They want to hear from 274 00:21:38.599 --> 00:21:45.480 you, so good and take down. They're not your person exactly. Love 275 00:21:45.559 --> 00:21:48.160 it. Well, I learned a lot. In this episode I am thinking 276 00:21:48.160 --> 00:21:53.599 through what we're doing around distribution. We're coming out with more episodes than we 277 00:21:53.640 --> 00:21:57.039 have in quite a while here at be to be growth, which means more 278 00:21:57.039 --> 00:22:02.160 content. Is Complicated, right, because you got to have distribution down, 279 00:22:02.200 --> 00:22:06.799 and so this is a constant conversation behind the scenes here at be tob growth 280 00:22:06.799 --> 00:22:10.400 and a sweet fish. And so, Sarah, thank you for illuminating a 281 00:22:10.440 --> 00:22:14.400 pass forward for us around this topic of distribution today. How do people connect 282 00:22:14.440 --> 00:22:18.319 with you and stay connected to what you're doing with tiny marketing? Yes, 283 00:22:18.359 --> 00:22:22.559 so you can find me pretty much everywhere at Sarah No whal block my name, 284 00:22:22.720 --> 00:22:26.400 and Linkedin is my social media of choice, and I also have a 285 00:22:26.400 --> 00:22:30.839 podcast, that tiny marketing show, and I'm on all all the places where 286 00:22:30.839 --> 00:22:34.519 you listen to this. You can listen to me too. Wonderful. Well, 287 00:22:34.519 --> 00:22:40.960 we're always having insightful conversations just like this here on be tob growth. 288 00:22:41.079 --> 00:22:45.279 We're hoping that they help fuel your growth and your innovation. Never miss an 289 00:22:45.279 --> 00:22:48.200 episode. Subscribe to be to be growth on whatever platform you're listening to this 290 00:22:48.319 --> 00:22:52.359 on and connect with me over on Linkedin. Just search Benji Block. Always 291 00:22:52.359 --> 00:22:56.119 talking about marketing, business in life over there. Would love to connect, 292 00:22:56.160 --> 00:23:00.279 so keep doing work that matters. Sarah, thank you for being on the 293 00:23:00.279 --> 00:23:17.200 show today. Thank you awesome. If you enjoyed a day show, hit 294 00:23:17.240 --> 00:23:21.279 subscribe for more marketing goodness. And if you really enjoyed today show, take 295 00:23:21.319 --> 00:23:25.200 a second to rate and review the podcast on the platform you're listening to it 296 00:23:25.279 --> 00:23:29.400 on right now. If you really really enjoyed this episode, share the love 297 00:23:29.559 --> 00:23:33.000 by texting you to a friend who would find it insightful. Thanks for listening 298 00:23:33.039 --> 00:23:33.359 and thanks for sharing.
