Transcript
WEBVTT
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Conversations from the front lines of marketing. This is be tob growth. Welcome
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into be to be growth. Today
I am joined by Sarah Block. She's
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the CEO of tiny marketing. Sarah, welcome into be to be growth.
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Thank you so much for having me. So for seven years you were a
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marketing team of one, four,
five companies. Is that right? That's
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right. It was quite the learning
experience, I believe it. I mean
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I'm imagining the systems that you had
to build and the bandwidth right, like,
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what do we do in order to
make this this kind of work and
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expand without maybe increased budget and in
just the thinking that you would have to
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do to navigate that. What do
you think is like one of your top
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learnings from that type of experience?
Oh, batching. Learning to batch the
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content that I needed to create for
for all of those different brands. It
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was a seven company group, so
I had so many bosses to to talk
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to and a lot of different business
goals that I had to align our marketing
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web. So batching that that creation
was the most important thing and it probably
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took like five years to realize that. Well, at least you learned it.
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That's the main takeaway. At some
point you gotta hold that information and
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now, I'm sure it's very helpful
for you. We're going to talk about
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content a bunch on this episode.
I want to take time to address,
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I mean a specifically in the beat
to be space, the need for cadences
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and themes in our content. And
you see this is as a big deal.
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What has sort of brought that to
the forefront of your mind, Sarah,
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as far as cadences and themes when
it comes to content? Yeah,
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that one. Your audience starts to
expect something from you. You can't build
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trust with them if they don't know
what you talk about, what you stand
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for. So having those dedicated themes
that you create all of your content around
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makes a world of a difference.
People know to come to me when they
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want to hear about specifically operations with
content marketing, like content marketing through the
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through the Lens of efficiency, with
small departments, and that's how people get
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known in the businesses creating themes and
being consistent about it. Without that specific
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cadence that you're working on, you
end up, you know, letting a
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drop off. You need to have
a specific schedule that you're willing to commit
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to or or it dies. Yeah, I wonder in be to be space,
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what do you see? I guess
maybe the more appropriate word be why
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do you see so much laundering?
Because you would think people have some sort
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of Miche that they're already an expert
in. But we don't get this right,
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do we? No. No,
a lot of times people will just
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look at their product offerings and talk
about that or their service offerings and talk
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about that. But really what you
need to look at is more of like
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a ven diagram. You need to
think of it this way. There is
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the problems that your customer has,
the solutions that your business solves. That
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little piece in the middle, that's
where your themes lie. That's when you
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really create that goal that works.
What, when it comes to themes,
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what are we thinking about? Like, what's the number of themes you think
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are the sweet spot that we should
be focused in on? I like for
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fours where I start, and then
creating little topic clusters beneath them. HMM,
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for with topic clusters, I like
that. So when it comes to
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the content that we're creating, give
us a definition for what all is encompassed
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within that word for Sarah, like
what comes to your mind when you think
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of content. Yeah, content really
drives all marketing. So when I say
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content, I'm talking about podcasts,
videos, blogs, guides, social media
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posts, email. That's all content. Marketing would be nothing without content at
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its core. You need to educate
your your consumer. That's why they're finding
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you. Sure. Okay. So
within content specifically, a lot of content
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in the B tob space gets lost. Right, we create it and it's
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just it lives on our website.
Maybe it's a distribution issue, maybe it
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I mean, there's a number of
things. Sometimes it's gated, which I
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really don't understand at this point.
But what are some of those things that
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you you see right now when it
comes to content and be to be,
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that go, that you go.
We got to change the mindset here.
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We need to start seeing some shifts. Do you have all day? Let's
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go a cockle. Okay, okay, come well, I'll pare it down.
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I would start with the fact that
people create too much content and they're
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not repurposing and distributing enough. So
my rule that I usually teach my people
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is that commit to one one thing, commit to creating one original piece of
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content, whether it be once a
month, by weekly or weekly, weekly
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ideal, but commit to that and
then repurpose from there. You'll get tons
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of content in the end. I
just did a project with a client where
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I'm repurposing one of their webinars.
We were able to create fifteen pieces from
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that Webinar. Wow, and it
brings your your content power so much further
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being able to do it that way
and you you stay within your theme Sames,
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your content, themes, you say, within your clusters, and you're
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spending a lot less time creating content
and more time distributing it. Hmm,
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give me some insight as to like
what type of stuff you pulled from that
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Webin are what you're looking for,
because you don't want to just pull well,
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this could work right, like it
might get a little engagement, like
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you got to find some good content
there. So what does that process look
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like? Yeah, so I spent
some time watching minute by minute that Webinar
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and I would make little comment notes
within the Webinarre. We're like this topic
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would be a good blog post.
We should grab this sound bite for an
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audiogram. Hmmm, let's take this
topic and turn it into a graphics so
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people can understand what that ideal department
looks like the topic they're talking about at
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the time, and I go through
minute by minute, making notes of every
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piece of content that would make sense
and compare that to the questions at the
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end the QA and the chat that
they have. So you know what really
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resonated with the people who attended,
it's more likely that it'll also resonate with
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the people who are going to see
that content later. So when we're talking
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repurposing in this case, I think
a lot of times what people think is,
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okay, we had a Webinar,
we cut the video into like three
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micro clips and look, we repurposed
it. But you're saying you've got to
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think about it more holistically and you're
sometimes creating content that isn't referring directly back
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to the fact that you held the
Webin are on this but like in the
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case of creating a blog post,
it's just hey, that webinar prompted this
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other blog post. We don't even
have to mention the Webinar, we just
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create the blog post exactly. Yeah, it inspires the other pieces. You
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can grab quotes from from the Webinar
and bring that into their into the blog
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post, but you're getting a ton
of great information from that. No,
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our of content that you've already created
and it births all of the other content
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that you that your have, that
you're creating. Are there any channels that
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you think can kind of be overlooked
or maybe ignored, that we need to
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be thinking more about? Yeah,
I think forums have been overlooked a bit,
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where people are already asking questions and
they're wanting that content, they're wanting
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that education, and when people are
doing it they're doing it the wrong way
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where it you know, they're just
dropping a link to their piece of content
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like this will be helpful, but
answer their question, build a relationship around
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it and share out that content.
But forums are a great place to understand
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your customer a little bit better,
see the conversations that are happening and build
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relationships with them too. What are
the best forms you're seeing for like within
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be, Tob Yeah, within be
to be having those conversations, and Linkedin
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is a great place to start commenting
on other people's posts. Is I've built
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a lot of relationships that I would
consider true friendships outside of Linkedin by doing
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that. Medium is really great too. Cora, for some industries there's a
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ton of questions in there, and
probably more in the BEAUTISTA space, but
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read it could be good, as
long as you're not being spamming. I
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love Linkedin for the connections that are
made there. I would say I wasn't
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very active, definitely not even a
year ago, and as I've become more
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and more active, one of the
things I do is like literally I set
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a timer, Sarah, and I
just guess for the next thirty minutes,
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all I'm going to do is just
comment and just talk to people. Do
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that like me once or twice a
week. Sometimes I'm not great at it,
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but it's like, okay, you
don't have to post. You know,
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I try to post, but like, where's my dedicated time to actually
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be like looking at other people's content
and yeah them in helpful way? I
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think we overlooked that sometimes, or
we just like comment when we see something
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that we immediately think is interesting,
when maybe we have something worth adding to
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the conversation. That is a really
good point. I think that people appreciate
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so much when you comment on their
posts that that's really where the relationships are
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built, is in the comments,
and I'm not exaggerating that. A lot
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of people that I talked to as
friends I met doing the same exact thing
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and I do something similar. You
know, I love a system. That's
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ill talk about a systems, but
I do the same thing where when I'm
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eating breakfast, that's my time to
comment on everybody's post on Linkedin. That
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that I find interesting. Hmm,
I like that. It's a an easy
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way to again like batch a task
with a something you're going to do every
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day, right, eat breakfast,
and a good way to interact. So
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I like that. Yeah, it's
have loves dogfast, must comment somethingked your
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you're just automatically your hand just starts
doing it in phone is just automatically opens
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linkedin. Exactly. Okay. So
once we have our four and this is
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where I want to spend the majority
of the rest of our time together,
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I think distribution becomes that key ingredient
and you mentioned like you can turn the
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the one one a week thing into
number of things, but we need to
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practically break that down for people and
go how should we be thinking about distribution?
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You have a checklist that will mention
here, but practically speaking, what
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are some of the things you're doing
and maybe even teach us a mindset of
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like what are you looking for when
it comes to distribution? Well, for
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one, it needs to be constant. You cannot think that posting once on
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social media is going to do the
job. HMM. Your Social Media Life
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Cycle is like twenty four hours at
best. So make sure that you're recycling
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your posts, everything is evergreen and
and think of repurposing as distribution. It's
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part of your distribution plan. Like
let's use what I do for example.
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I do as I preach and I
have a biweekly core content. I will
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always create two live streams a month, okay, and from there I will
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create podcasts from each of those episodes
and I will create an over arching blog,
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like a long form blog, that
covers those topics. I tries to
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stay within a theme of month so
everything is connected and all the dots are
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are there. And then from there
I'll create one email a week that goes
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out and then, when Linkedin,
newsletter that goes out each week. But
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all of those things are connected to
the two pieces of core content that I
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created. So repurposing and distribution go
hand in hand and recycle it, continue
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promoting it. It shouldn't ever be
put on the back last unless it is
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a dated content piece. Are you, or even the clients you're working with?
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How are you guys looking at paid
media, maybe sponsored or branded content
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within this the distribution checklist? Yeah, we are like longer form content.
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We do paid media, okay,
will boost it, will do sponsored posts
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and have it on another media channel, another publication, and you get a
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lot of you get a lot of
eyes that you wouldn't have normally by posting
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and other places guest posting. So
when you're creating that core content for your
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own don't discount the fact that guess
posting gets you a lot of eyes on
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and it's people that are more that
are likely to buy your service. It's
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another part of your distribution plan,
is guest posting, being a guest on
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a podcast. It's funny because when
I think of repurposing, I feel like
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I'm coming around to it again,
and I'll explain it this way. I
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feel like if you go back to
I might get the year wrong, but
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like, let's say two thousand and
eighteen, Gary V was only talking about
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like repurposing and like putting your content
everywhere, and like there was very much
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this, just like there was a
repurposing movement and then I think there was
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a movement away from it. If
you are with me and you're tracking with
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me right where it was like,
okay, we can't do that, like
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it got to be like you see
the same video everywhere you're in. People
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started to get a bad taste in
their mouths for like repurposing content, and
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now we're at a point, I
would say in two thousand and twenty two,
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where it's like note, you have
to repurpose content, almost the way
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people thought of twitter back in the
day, where it's like one tweet and
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now it's drowned out. It's like
you could easily repurpose that. Do you
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feel that sort of shift happening again, or how do you think about repurposing?
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Yeah, back in twenty eight,
I think repurposing looked more like a
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distribution plan. It was repurposing the
exact same content across different channels. Like,
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for example, when I'm posting a
live stream on stream yard, it'll
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go out to youtube, linkedin twitter, etc. That is repurposing, but
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it's not the kind of repurposing I'm
talking about today. Today repurposing looks more
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like, you know, creating micro
content out of out of those videos,
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cutting them down into three minutes creating
blog post from it, audiograms, podcasts,
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using the content that you created to
inspire a real or a ticktock.
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Like I did a stream yard the
other day and I was like, Oh,
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you know what, this would be
good as a real. So I
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took the outline that I had created
for the Stream Yard and repurposed it into
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a real. It took me like
five minutes to do, but the outline
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was already there. I like it. Are there any sort of unconventional distribution
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avenues that you're interested in right now
or you think people should be aware of?
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Well, one thing that people aren't
doing regularly is the linkedin news letter
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for be to be. Every single
time I post a linkedin news letter,
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which Linkedin distributes for me, I
get an alert from my website traffic boost.
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HMM, high traffic alert, every
single time, and not a lot
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of people are doing that yet.
I always sign up to be a Beta
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person. I'm always the Beta Tester
on platforms, and that's how I ended
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up getting linkedin newsletter access early and
it was it does a great job of
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distributing the content that I've created.
I like that one. What are other
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things we need to be maybe thinking
through. You have a number of things
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on your checklist that I can even
read through it and then maybe stop me
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when I hit one. We're like, Oh, we should talk about that
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too. Write. Because well,
first let's talk about the first thing.
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Yeah, do it. So,
creating different variations of your social media post
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and setting them to recycle. MMM, always use a social media automation platform
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that allows you to recycle your content, because I think, I think it
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was that I read at point zero
zero one percent of your followers see that
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post the first time you post it. Wow, so why? Why you
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bother with that? Set it to
recycle so it's being pulled up. It's
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not going to be annoying to her, to your people, because you know
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it'll come up a week or three
months from now. They're not going to
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remember that you had that post.
So use social media automation that recycles.
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Yeah, what do you use for
recycle? And and are you like setting
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it, letting them choose when to
repurpose, or are you going in and
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deciding when that happens? You can
do either one. I just let them
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choose to I am currently using smarter
Q. I've also used me Edgar sendable.
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What's the reposter. I think the
other one is called but right now
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I'm using smarter Q. and what
platforms is that connected to? Specifically,
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Sarah, it is connected to Instagram, Linkedin, twitter and facebook. So
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everything we would need, basically pretty
much everything you need. They do pin
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er ast to if you're doing pinter
asked. So, okay, create three
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variations of social media posts, set
them to recycle. We talked about the
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second one, which was send an
email at it to the e newsletter.
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We talked about, like Linkedin as
a newsletter. Right. I think that's
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an interesting option. HMM, I
do one for my group and I do
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one for linkedin every single week,
and newsletters are obviously having a revival.
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I never thought I would subscribe to
one again and I'm subscribed to more than
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probably I've ever been. So there's
that. They're really good. Right now,
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send an email to influencers mentioned or
linked to in the article. This
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is one that I think is fascinating. Break this one down. Yes,
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so it's called permissionless marketing, and
what you do is, Hey, if
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you find a great quote from an
influencer in your industry, put it in
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there and let them know that you've
mentioned them in the article and they are
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likely to share it out back link
it on their website, and so you
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get extra distribution hour when you when
you mentioned them, and it doesn't take
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a lot of extra time, like
having did interview someone. Our outreach for
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quotes. It's easy, it is
I love that one and I mentioned an
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author book I was reading recently in
one and she was like the first comment
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on Linkedin and it was. It
was so it was like so cool and
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so random, but it was one
of those things too. Are you?
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You're obviously you're doing them a favor. So there's no. Yeah, it's
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a good thing for them and it's
great for you. Which one? Yeah,
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exactly. Okay, Great. Yeah, another one. Answer questions and
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link to the content. That was
one that we mentioned earlier. I think
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that you can do that great in
forums. Definitely. You can do that
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in linkedin comments. Add value,
though, add value in the comment and
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then if you have content that relates, then maybe throw a linkin. Exactly,
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actually write it out. That's a
huge part. Okay, explain this
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one. Add a google alert on
the title. What is that about?
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Yeah, so on the title of
the article that you've created, put a
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google alert down there, so you
could just set it google the the title
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and you can set it so you'll
know whenever it's mentioned or shared right now.
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So it's more, I guess,
less about distribution and more about seeing
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the distribution power, the effect of
it. Yep, I like that.
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And then boost on social media and
consider paid media, which is something that
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I did mention earlier. Anything that
you would round out as we're taking on
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one thing I say here is it. We want to be all about mindset,
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right, so like as your thing
about a mindset for distribution. Any
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last things you would say, Sarah, as we kind of start to wrap
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this up? Yeah, you're not
annoying people. The number one thing that
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I hear from people is I'm worried
about annoying my audience or, you know,
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repelling them instead of attracting them,
and you're not. The reason they
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are your followers is because they want
to hear from you. So don't be
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afraid to distribute the the content that
you have. Just make sure that you're
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adding value and you're teaching something along
the way. They want to hear from
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you, so good and take down. They're not your person exactly. Love
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it. Well, I learned a
lot. In this episode I am thinking
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through what we're doing around distribution.
We're coming out with more episodes than we
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have in quite a while here at
be to be growth, which means more
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content. Is Complicated, right,
because you got to have distribution down,
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and so this is a constant conversation
behind the scenes here at be tob growth
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and a sweet fish. And so, Sarah, thank you for illuminating a
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pass forward for us around this topic
of distribution today. How do people connect
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with you and stay connected to what
you're doing with tiny marketing? Yes,
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so you can find me pretty much
everywhere at Sarah No whal block my name,
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and Linkedin is my social media of
choice, and I also have a
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podcast, that tiny marketing show,
and I'm on all all the places where
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you listen to this. You can
listen to me too. Wonderful. Well,
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we're always having insightful conversations just like
this here on be tob growth.
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00:22:41.079 --> 00:22:45.279
We're hoping that they help fuel your
growth and your innovation. Never miss an
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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
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00:22:52.359 --> 00:22:56.119
talking about marketing, business in life
over there. Would love to connect,
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00:22:56.160 --> 00:23:00.279
so keep doing work that matters.
Sarah, thank you for being on the
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show today. Thank you awesome.
If you enjoyed a day show, hit
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by texting you to a friend who
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and thanks for sharing.