Transcript
WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah, 2 00:00:04.540 --> 00:00:07.980 welcome back to be, to be growth. I'm dan Sanchez with Sweet fish Media. And 3 00:00:07.980 --> 00:00:12.370 today I'm joined by an internal team member here at Sweet Fish Media and I'm 4 00:00:12.370 --> 00:00:16.460 stoked to have her on because she's kind of like the wizard behind the 5 00:00:16.460 --> 00:00:19.900 curtain, you know, it's like she's the mystery behind a lot of what's going on 6 00:00:19.900 --> 00:00:23.120 with our linkedin content for Sweet fish Media. And I will say a lot of 7 00:00:23.120 --> 00:00:27.360 people, a lot of people are finding us to Lincoln that's kind of become our 8 00:00:27.360 --> 00:00:31.680 primary channel. Of course me to be growth here. This podcast is a primary 9 00:00:31.680 --> 00:00:36.460 channel, but you always need a like a Short form channel in order to get a 10 00:00:36.460 --> 00:00:41.720 podcast discovered. And for us it's linked in, we've been writing lots of 11 00:00:41.720 --> 00:00:45.480 content there, a few of us on the leadership team. Um, and now we just 12 00:00:45.480 --> 00:00:49.990 kicked it off with 13 employees, including a few of us that have been on 13 00:00:49.990 --> 00:00:55.310 there for a while are now active evangelists on linkedin and Emily de 14 00:00:55.310 --> 00:01:00.250 Brito here is the one writing a lot of that content. About half the content 15 00:01:00.250 --> 00:01:04.379 for our evangelists. Probably like a 3rd 3rd of my content Emily is writing. 16 00:01:04.379 --> 00:01:09.610 So you think it's me and it's probably my idea maybe, but it's actually from 17 00:01:09.620 --> 00:01:12.460 Emily, and a lot of my most viral posts have actually come through Emily 18 00:01:12.460 --> 00:01:17.700 because she's a better writer and has way funnier content. So I wanted to 19 00:01:17.700 --> 00:01:20.830 have her on the BdB growth show because I'm like, man, people need to hear from 20 00:01:20.830 --> 00:01:25.290 Emily, she's really great at coming up with content for linkedin, but social 21 00:01:25.290 --> 00:01:31.610 media in general. So today I wanted to cover five things people do or don't do 22 00:01:31.620 --> 00:01:36.870 that often lead to their linkedin content. Getting zero engagement after 23 00:01:36.870 --> 00:01:40.090 having meeting after meeting with customers, I inevitably go to their 24 00:01:40.090 --> 00:01:45.060 host profile, see that they're not doing a lot of different things and 25 00:01:45.070 --> 00:01:47.880 conclude like, oh, this is why your podcasts and growing, because you're 26 00:01:47.890 --> 00:01:52.250 not actually doing linkedin, You say you're doing it, but you're not doing 27 00:01:52.250 --> 00:01:56.210 it. But Emily is in it every day, working with multiple people. Writing 28 00:01:56.210 --> 00:02:00.110 content for lots of people. So, Emily, I'd love to hear from you. Like what 29 00:02:00.110 --> 00:02:02.680 are the biggest things that you're often seeing people? Like, what 30 00:02:02.680 --> 00:02:07.560 mistakes are they're making in order to get ignored? Essentially, they're not 31 00:02:07.560 --> 00:02:12.310 getting any engagement on their posts. What are you seeing? Yeah, okay, so 32 00:02:12.320 --> 00:02:17.150 johnson right into it. I think we'll start with the first thing is that the 33 00:02:17.160 --> 00:02:21.870 content that they're posting has no value or it's not informative enough. 34 00:02:21.880 --> 00:02:25.970 Um I see this a lot where people sort of treat lengthen like a journal and 35 00:02:25.970 --> 00:02:29.950 they kind of just fill out what they're thinking without thinking about the 36 00:02:29.950 --> 00:02:34.140 audience that they're writing for. And so I should kind of combine two in 37 00:02:34.140 --> 00:02:36.920 there. It's not relevant to your audience and it's not valuable, but I 38 00:02:36.920 --> 00:02:40.250 think it's something that you do really well dan, is that you want your content 39 00:02:40.250 --> 00:02:44.660 to be helpful, that's something that's important to you and part of your brand. 40 00:02:44.670 --> 00:02:49.280 Um and I think that that's important because if your audience can't take 41 00:02:49.280 --> 00:02:52.210 something away from it, then they don't have a reason to care about it and they 42 00:02:52.210 --> 00:02:55.700 certainly don't have a reason to engage with it. Um and it's not going to help 43 00:02:55.700 --> 00:03:01.710 them get better at their job, so it's, it's kind of useless. Kind of makes 44 00:03:01.710 --> 00:03:04.880 sense though. I mean if a lot of people don't have a background in content 45 00:03:04.880 --> 00:03:09.390 marketing, which many don't, and they've been used to posting to 46 00:03:09.390 --> 00:03:13.120 facebook instagram, you know, it's kind of personal mediums, you're just kind 47 00:03:13.120 --> 00:03:16.320 of like, hey, this is what happened, hey, the funniest thing happened, but 48 00:03:16.320 --> 00:03:20.800 it's, it's only interesting to people who know you, but if you want to start 49 00:03:20.800 --> 00:03:23.350 building an audience on linkedin, it's kind of like, well, they don't know you, 50 00:03:23.350 --> 00:03:26.800 so why would they care? And that's the tricky part is figuring out what do you 51 00:03:26.800 --> 00:03:29.780 have to offer that would make someone care, which is usually through being 52 00:03:29.780 --> 00:03:34.060 helpful. What are some ways people can be helpful if they have not explored 53 00:03:34.060 --> 00:03:38.650 that before? Yeah, So I think an important thing is to go through sort 54 00:03:38.650 --> 00:03:43.940 of a, you know, a P O. V discovery for the evangelists, for the people writing 55 00:03:43.940 --> 00:03:48.120 on linkedin, because a lot of people that I talk to you and like our kickoff 56 00:03:48.120 --> 00:03:51.990 calls, like I just don't know what to write about, but they have so much 57 00:03:51.990 --> 00:03:55.570 experience and expertise that you start to take it for granted because you're 58 00:03:55.570 --> 00:03:58.650 so close to it, right? Like you're like, this is just what I do every day, like 59 00:03:58.660 --> 00:04:01.830 why wouldn't even care about this? But there are tips and tricks that you use 60 00:04:01.830 --> 00:04:05.200 in your job that someone might not know about. So I think you can't 61 00:04:05.200 --> 00:04:09.880 underestimate really any, any part of your expertise because you don't know 62 00:04:09.890 --> 00:04:14.230 who needs to hear it. And I think I heard in a podcast that you did, I 63 00:04:14.230 --> 00:04:17.620 don't remember who it was with, but it's about telling story and he was 64 00:04:17.620 --> 00:04:21.700 saying like speak to who you were months ago, four years ago and like 65 00:04:21.700 --> 00:04:25.090 what did you need to hear in that process? So speaking to where you've 66 00:04:25.100 --> 00:04:27.970 been or speaking to other people who are just a step behind you I think is 67 00:04:27.970 --> 00:04:31.090 an important thing to keep in the front of your minds. And then I think it's 68 00:04:31.090 --> 00:04:37.090 important to have a strong opinion or strong perspectives to stand on and be 69 00:04:37.090 --> 00:04:41.000 a little provocative, even like get some good discussions going, get people 70 00:04:41.000 --> 00:04:45.560 to disagree with you and you know, put that kind of content out there. It's 71 00:04:45.560 --> 00:04:49.090 fun to be provocative and just throw out these like broad brushstrokes 72 00:04:49.090 --> 00:04:52.050 statements, especially if they're kind of like short and just kind of 73 00:04:52.740 --> 00:04:58.690 opinionated, right? Just be willing to be wrong. You just realize that 74 00:04:58.690 --> 00:05:02.040 sometimes you're gonna be wrong and you get back down from it and it's okay. Um 75 00:05:02.040 --> 00:05:05.500 you'll learn and then you'll be like, oh, okay, my bad, I was wrong, You guys 76 00:05:05.500 --> 00:05:08.570 are right or actually the more I talk about this with everybody, the more I 77 00:05:08.570 --> 00:05:14.190 feel like I'm right and that is often times the best, the best comments you 78 00:05:14.190 --> 00:05:18.600 get that you can then use for more content. Yeah. And sometimes you don't 79 00:05:18.600 --> 00:05:21.320 know which ones are going to actually strike a nerve or not. Some of my 80 00:05:21.320 --> 00:05:23.880 biggest pillars that I talked to most of the time where things that I didn't 81 00:05:23.880 --> 00:05:27.280 know where things until I posted about it and people started getting angry and 82 00:05:27.280 --> 00:05:30.930 then I realized I agreed, I only became more convinced that my opinion was 83 00:05:30.930 --> 00:05:35.580 right and now I post about that became one of my defining pillars, like one of 84 00:05:35.580 --> 00:05:40.520 mine is like volume over posting more over less, you know, like a volume 85 00:05:40.520 --> 00:05:45.010 versus quality. I'm in the volume camp. Yes, I know a lot of people disagree 86 00:05:45.010 --> 00:05:49.070 with, you know, because you've probably written some of those you bragging 87 00:05:49.070 --> 00:05:55.370 about volume, right? Post more quality will follow. So that's one thing just 88 00:05:55.370 --> 00:05:57.990 posting things that are generally helpful not posting, like it's your 89 00:05:57.990 --> 00:06:01.410 diary. What's another thing that people often get in people's way of getting 90 00:06:01.410 --> 00:06:06.510 engagement? Yeah. So this one I kind of touched on already is that it's not 91 00:06:06.510 --> 00:06:10.560 relative or relevant, it's not relevant to your audience, so they don't have a 92 00:06:10.560 --> 00:06:15.860 reason to care about it. And so I think you have to realize, I mean to stand 93 00:06:15.860 --> 00:06:19.170 strong on who you are and what you want to talk about, but also to know like 94 00:06:19.180 --> 00:06:24.160 what your niche is and what your industry is, and to know who exactly 95 00:06:24.160 --> 00:06:29.010 you want to be talking to, right? Because if it's not relevant to the 96 00:06:29.010 --> 00:06:31.920 audience that you're trying to reach, you're really not going to have much of 97 00:06:31.920 --> 00:06:36.470 a reach, right? So how do you identify what the relevant audiences? It's a 98 00:06:36.470 --> 00:06:41.240 really great question. And I think a lot of it is just like testing testing 99 00:06:41.240 --> 00:06:44.780 with your content and seeing who responds to it and seeing what they're 100 00:06:44.780 --> 00:06:48.840 saying to it, because obviously you're going to have some sort of an idea, 101 00:06:48.840 --> 00:06:53.670 like you're going to know that you're not writing for deep sea divers or 102 00:06:53.670 --> 00:06:59.240 whatever, like so not writing for them, you know that you know that already, 103 00:06:59.250 --> 00:07:03.550 and you know that you're going to be writing for people in the marketing 104 00:07:03.560 --> 00:07:07.910 industry, and so you just have to narrow it down after that. And I think 105 00:07:07.910 --> 00:07:10.960 a lot of that comes from the conversations that you have with the 106 00:07:10.960 --> 00:07:15.200 people that you work with off of, you know, outside of lengthen, get off the 107 00:07:15.200 --> 00:07:18.690 platform and then bring that back to the platform. Yeah, So it's about 108 00:07:18.690 --> 00:07:23.430 identifying who you want to attract and then figuring out what does that person 109 00:07:23.430 --> 00:07:26.280 care about, because it might not be about what you care about. Shoot, It 110 00:07:26.280 --> 00:07:29.280 might not be about your product that's built for them. It might be other 111 00:07:29.280 --> 00:07:34.950 topics. So that's the second thing. First thing was don't write like it's 112 00:07:34.950 --> 00:07:38.710 your diary be content that's actually helpful or interesting. The person 113 00:07:38.710 --> 00:07:42.090 you're writing for make sure you're writing relevant content for them. That 114 00:07:42.090 --> 00:07:46.030 was too. So what's number three? Number three is that it's that it's not 115 00:07:46.030 --> 00:07:51.360 extensive enough that it's just boring. I see it as a lot. It's sort of like, 116 00:07:51.370 --> 00:07:55.540 uh, I don't know, like a copy and paste syndrome, like the same idea is going 117 00:07:55.540 --> 00:08:00.040 around and around and around or even basic things that people say. It's like, 118 00:08:00.040 --> 00:08:04.760 that's marketing 101 already know that. Um You see a ton of that on linkedin 119 00:08:04.760 --> 00:08:07.660 and so then you just kind of have to filter through it and scroll through it 120 00:08:07.660 --> 00:08:12.110 and get exhausting. But I think if you really want to stand out, then you have 121 00:08:12.110 --> 00:08:16.940 to find a way to maybe break, break the information down more or think about it 122 00:08:16.940 --> 00:08:24.060 in a different way. And even a lot of people on linkedin, if it's substantial 123 00:08:24.060 --> 00:08:28.330 enough, they'll take time to read a longer post. It doesn't have to be like 124 00:08:28.330 --> 00:08:31.710 a quick and snappy status if you're actually talking about something that's 125 00:08:31.710 --> 00:08:35.760 going to be helpful to somebody. So I think make it more extensive and then, 126 00:08:36.140 --> 00:08:39.659 you know, or the mistake is that it's boring, the curious to make it more 127 00:08:39.659 --> 00:08:44.420 extensive, but also to make it more engaging and infuse your own personal 128 00:08:44.420 --> 00:08:49.340 brand into it. Yeah, you might have a unique take on something, but often I 129 00:08:49.340 --> 00:08:54.650 just find that information is incomplete, right? So like, let's take 130 00:08:54.660 --> 00:08:59.150 two examples is, uh in the blogging world, I use this example all the time. 131 00:08:59.150 --> 00:09:02.990 If you're going to write a blog about how to run a marathon and your first 132 00:09:03.000 --> 00:09:10.190 tip, your secret pro tip is drink water. It's kind of like, okay, like of course 133 00:09:10.190 --> 00:09:15.220 I'm gonna drink water while I'm running a 26.2 miles. Like anything else, do 134 00:09:15.220 --> 00:09:17.530 you want to tell me? Like how much water is there something I should be 135 00:09:17.530 --> 00:09:20.750 mixing in the water? Like tell me something a little bit more. Should I 136 00:09:20.750 --> 00:09:23.940 carry water or should I just depend on the cups on the side of the road? 137 00:09:23.950 --> 00:09:27.930 Should I take a break? Should I walk while I drink or should I just continue 138 00:09:27.930 --> 00:09:30.620 to figure out how to drink while running, which is a pain in the butt, 139 00:09:30.630 --> 00:09:34.420 right? These are things I was looking for. So if I was creating a content for 140 00:09:34.430 --> 00:09:37.670 a few first time marathon runners like more, I need something more than just 141 00:09:37.670 --> 00:09:40.870 drink water because that was kind of obvious. But that kind of happens in 142 00:09:40.870 --> 00:09:45.560 Lincoln content all the time, right? Someone's offering some generic advice. 143 00:09:45.570 --> 00:09:49.650 Like don't be the smartest person in the room. I'm like, what does that even 144 00:09:49.650 --> 00:09:54.580 mean? Does that mean the dumbest person in the company is the Ceo and on the 145 00:09:54.580 --> 00:09:57.550 bottom are all the smartest people in the world? Like what? How does that 146 00:09:57.550 --> 00:10:01.770 work? So giving more specifics and breaking down things that people might 147 00:10:01.770 --> 00:10:05.680 understand and everybody has something unique, Emily, you have something 148 00:10:05.680 --> 00:10:10.100 unique as someone who's writing more Lincoln content than anybody. I know 149 00:10:10.540 --> 00:10:13.650 you're literally, that's like your, most of your days are just spent coming 150 00:10:13.650 --> 00:10:16.260 up with unique angles for this, which is why you've gotten good at 151 00:10:16.260 --> 00:10:19.550 identifying these. Can you think of any other ways? Like, you've taken 152 00:10:19.550 --> 00:10:24.900 something that is like the normal thing people say and then, like, changes. So 153 00:10:24.900 --> 00:10:29.110 it's interesting a lot of that honestly does just come from the people that I'm 154 00:10:29.110 --> 00:10:34.420 writing for. I just take, I find a way to take what they think or what they're 155 00:10:34.420 --> 00:10:39.390 saying and say it in a more exciting way, I suppose, because they've got the 156 00:10:39.390 --> 00:10:43.030 experience, my experience is writing and creating content and that's what 157 00:10:43.030 --> 00:10:46.250 I'm good at. But there's so many times where someone will say, like, I really 158 00:10:46.250 --> 00:10:50.060 want to write about this and I'm like, I don't even know what that is. So then 159 00:10:50.060 --> 00:10:54.280 I have to then go and do research, but also they will provide me with maybe a 160 00:10:54.280 --> 00:10:58.680 podcast episode that they've done. So I'm taking what they've already said 161 00:10:58.690 --> 00:11:03.570 and just formatting it for length in. Um so I find that to be really helpful. 162 00:11:03.570 --> 00:11:09.270 I also just, I consume a ton of content every day. Like I put out a ton of 163 00:11:09.270 --> 00:11:13.370 content, but I consume a ton of content, so I'm subscribed to like a million 164 00:11:13.370 --> 00:11:17.910 different marketing emails, like I love twitter, I consume a ton of twitter 165 00:11:17.920 --> 00:11:21.720 because it's nice and stackable um and then obviously like I'm on linkedin all 166 00:11:21.720 --> 00:11:27.250 the time, so when you're doing that, you have so much input that allows you 167 00:11:27.250 --> 00:11:32.640 to have unique output, if that makes sense? That's funny. I hear people 168 00:11:32.640 --> 00:11:36.140 argue sometimes that like if your content creator you shouldn't consume, 169 00:11:36.140 --> 00:11:38.620 you should just create. I'm like, I don't know, sometimes I get my best 170 00:11:38.620 --> 00:11:42.010 ideas from consuming other people's content and then respond and then 171 00:11:42.010 --> 00:11:46.570 posting it or something. Just create as nice in theory and it's nice if I'm 172 00:11:46.570 --> 00:11:51.350 just creating for one thing, but I'm creating for 13 different people and so 173 00:11:51.350 --> 00:11:57.860 I can't just come up with all of that from within myself dry. Yeah, exactly. 174 00:11:58.340 --> 00:12:02.370 So what's 1/4 way that people are failing to get engagement? Yeah. So the 175 00:12:02.370 --> 00:12:07.210 fourth one is that they are simply not providing a reason to engage. So 176 00:12:07.210 --> 00:12:11.610 there's no call to action, there's no question. And I think if you have 177 00:12:11.620 --> 00:12:16.040 content that is extensive enough, that is relevant that people want to engage, 178 00:12:16.040 --> 00:12:21.410 but sometimes they're just looking for, they need a question to guide them in 179 00:12:21.410 --> 00:12:25.820 how to engage. Um, and so I see a lot of people make posts that are just like, 180 00:12:25.820 --> 00:12:29.750 all right, this is what I think that's it and they don't ask you a question at 181 00:12:29.750 --> 00:12:34.240 the end. And so it's easy to keep scrolling through those ones and um, I 182 00:12:34.240 --> 00:12:39.860 see a lot of people say like agree or disagree question mark or stops and I 183 00:12:39.860 --> 00:12:42.980 don't think that that's a bad way to do it, I think that that's inviting people 184 00:12:42.980 --> 00:12:47.790 in at least. Um But I also think that if you can come up with specific 185 00:12:47.790 --> 00:12:52.130 questions, that's a compelling reason for people to leave a comment on your 186 00:12:52.130 --> 00:12:56.760 post. Um and that way you get more reach, but you also get more feedback 187 00:12:56.770 --> 00:13:01.570 to then continue to refine your content. Absolutely, and it's tricky. I've 188 00:13:01.570 --> 00:13:05.050 literally gone to post with the intention of engaging with the comment 189 00:13:05.060 --> 00:13:09.990 and then got to the end and I have no idea what to say, you're like actually 190 00:13:10.000 --> 00:13:13.090 I wanted to leave the comment right now and I'm drawing a blank, I have no idea 191 00:13:13.090 --> 00:13:17.450 how to add to this. Usually I'm pretty good at doing is I do it a lot. If you 192 00:13:17.450 --> 00:13:20.330 add a question that's relevant, I don't have to think about it so hard and then 193 00:13:20.330 --> 00:13:22.910 I can go and leave the comment. Of course I'm a comment machine. I'm 194 00:13:22.910 --> 00:13:25.420 trying to do a lot of comments cause that's part of how the Lincoln game 195 00:13:25.420 --> 00:13:28.030 works. The more you engage in other people's posts, the more your post gets 196 00:13:28.030 --> 00:13:32.090 seen. So the more value you add, the more linkedin gives you value to your 197 00:13:32.090 --> 00:13:36.460 post. Right? Exactly. Do you find that some questions are better than others 198 00:13:36.940 --> 00:13:43.360 and why? Yeah, I think the more specific the question and the more 199 00:13:43.940 --> 00:13:47.340 clear the question that that's an obvious when we're clear the question. 200 00:13:47.340 --> 00:13:52.400 But a lot of people are like, instead of saying, do you agree, they're like, 201 00:13:52.400 --> 00:13:57.690 do you not agree to disagree? Like making it more complicated than it has 202 00:13:57.690 --> 00:14:01.800 to be? Because sometimes I do, I read questions, I'm like, I don't even know 203 00:14:01.800 --> 00:14:05.430 what this is asking me so to make it, and I think those are generally the 204 00:14:05.430 --> 00:14:07.840 ones where people are like, oh I have to add a question to this, what should 205 00:14:07.840 --> 00:14:13.580 I add? But to make it just to make it clear, but also to make it specific 206 00:14:13.590 --> 00:14:18.240 you're looking for, you don't just want comments. You want people to actually 207 00:14:18.240 --> 00:14:21.960 have an answer to what you're asking and to have something substantial that 208 00:14:21.960 --> 00:14:26.870 you can engage with. So the more specific you make the question, the 209 00:14:26.870 --> 00:14:31.020 more you'll get that back. Sometimes a post, even if you ask a question, the 210 00:14:31.020 --> 00:14:34.180 post is engaging enough that they'll start commenting, that's not even 211 00:14:34.180 --> 00:14:36.800 engaging the question, I've seen that happen a lot. And the one thing that 212 00:14:36.800 --> 00:14:40.100 I've found with the question that this is kind of the trick is asking a 213 00:14:40.100 --> 00:14:44.230 question that's really relative to what you just wrote. That's really easy to 214 00:14:44.230 --> 00:14:49.830 respond to. Because if you ask a deep question being like, what's the deepest 215 00:14:49.830 --> 00:14:55.590 thought you ever had? People are like, uh they move on their scrolling down, 216 00:14:55.600 --> 00:14:59.490 you have to stop and think for like more than two seconds about what their 217 00:14:59.490 --> 00:15:02.580 answer is going to be. They're probably not going to comment. Yeah. That's 218 00:15:02.580 --> 00:15:05.200 actually a trap that I fall into. Because I'll see a question like that. 219 00:15:05.200 --> 00:15:08.530 I'm like, what is my answer to this? And then I'm like, yeah, I'm spending 220 00:15:08.530 --> 00:15:13.050 way too. Let's move on. All right. What's the last thing you would say 221 00:15:13.060 --> 00:15:17.800 keeps people from getting engagement? Yeah. So this one I would say it's just 222 00:15:17.800 --> 00:15:23.260 formatted poorly. So you're we might not know what your point is because of 223 00:15:23.270 --> 00:15:27.750 everything else that's in your post, whether it's just a long story or 224 00:15:27.750 --> 00:15:32.250 you're a very worthy person or it's like blocked off in paragraphs. Nobody 225 00:15:32.250 --> 00:15:38.290 reads just paragraphs of you know, like a content. They just they prefer bullet 226 00:15:38.290 --> 00:15:41.940 points, We prefer something that's easier to consume. Which is why, you 227 00:15:41.940 --> 00:15:46.130 know, people like the tweets that people are posting on linkedin, but I 228 00:15:46.130 --> 00:15:51.680 would say just to make your point clear, but also to make it readable, right? So 229 00:15:51.680 --> 00:15:55.940 to break it up in the short sentences, I really love linkedin post because 230 00:15:55.940 --> 00:16:00.350 it's somewhere between a tweet and blog post, right? You can actually have 231 00:16:00.940 --> 00:16:04.370 instead of actually having like sections of a blog post, you're really 232 00:16:04.370 --> 00:16:08.250 just putting the heading. So it's the ultimate little scannable snack because 233 00:16:08.250 --> 00:16:12.450 it's not just a thought, it's multiple thoughts. It's a whole idea package. 234 00:16:12.460 --> 00:16:16.070 But it kind of creates an interesting medium between Lincoln and blood posts 235 00:16:16.070 --> 00:16:19.140 that is a little bit longer and you can actually learn something from it 236 00:16:19.140 --> 00:16:24.240 instead of just a provocative idea. But it's not quite blog posts, like you can 237 00:16:24.240 --> 00:16:29.120 consume it in 30 seconds or or something like that. Um So what are 238 00:16:29.120 --> 00:16:33.080 some formatting things that you're doing to like, differentiate our post 239 00:16:33.080 --> 00:16:38.180 from, like everybody else to post? Yeah. So it's really important to grab 240 00:16:38.180 --> 00:16:42.460 attention in the first three lines, right? It's like above the fold. That's 241 00:16:42.460 --> 00:16:44.900 what people are going to read and that's going to determine if they want 242 00:16:44.900 --> 00:16:50.800 to click read more. So I think that that has to be generally I format that 243 00:16:50.830 --> 00:16:54.460 break it up into three sentences, but also something that's really exciting 244 00:16:54.460 --> 00:16:59.530 and then you get into your main point. Um so I have been doing that. I also I 245 00:16:59.530 --> 00:17:04.380 love emojis. I think this is like uh this is a 50 50 thing. Some people 246 00:17:04.380 --> 00:17:08.560 don't, but I actually think emojis are really great at calling out a specific 247 00:17:09.140 --> 00:17:14.490 point or a sentence to draw attention to that, so I'll do that too. Um or all 248 00:17:14.490 --> 00:17:19.220 caps, you know, just shout at somebody and it's not for a whole paragraph, but 249 00:17:19.230 --> 00:17:24.099 maybe a word or two. I think that those really help you draw attention to what 250 00:17:24.099 --> 00:17:28.900 you want people to pay attention to. Gosh, that's so much more emotion to it 251 00:17:28.900 --> 00:17:32.340 are funnier. You know, if you know how to do it right? Not just replace the 252 00:17:32.340 --> 00:17:34.930 word with an emoji that's kind of obvious, but if you like know how to 253 00:17:34.940 --> 00:17:38.590 add a little spin to it with emojis than it goes so far are gifts or memes 254 00:17:38.590 --> 00:17:42.660 or stuff like that. Yes, I know we do it because we're trying to attract 255 00:17:42.660 --> 00:17:46.050 marketers and marketers generally like emojis, but if I were doing it to like 256 00:17:46.050 --> 00:17:51.130 financial executives then I probably wouldn't use emojis unless unless 257 00:17:51.130 --> 00:17:54.060 that's your differentiator is like you're the fun finance person to talk 258 00:17:54.060 --> 00:17:57.410 to. So it kind of depends on what you're going for. Generally I'd say 259 00:17:57.420 --> 00:18:03.120 emojis over no emojis, but I don't understand why you wouldn't, since 260 00:18:03.120 --> 00:18:06.220 you're in it so much. I wanted to ask you about some of the trends that 261 00:18:06.220 --> 00:18:09.440 you're seeing, what you're consuming, A ton of content. You're writing lots of 262 00:18:09.440 --> 00:18:11.880 content. What are some of the things that you're seeing out there that 263 00:18:11.880 --> 00:18:16.640 you're thinking about our experimenting with yourself? So lately I've been 264 00:18:16.640 --> 00:18:21.610 seeing a ton of polls um and I think people are just using those because you 265 00:18:21.610 --> 00:18:25.170 get a ton of engagement because it's easy, right? Like the easier like 266 00:18:25.170 --> 00:18:28.320 you're saying with questions easier, you can make it to engage the better 267 00:18:28.330 --> 00:18:30.890 and so people can just click on something and then keep scrolling 268 00:18:30.890 --> 00:18:35.760 through. Um, So I'm seeing a lot of that and I do think that probably 269 00:18:35.760 --> 00:18:38.400 sometimes they're just going for easy engagement because someone will say 270 00:18:38.400 --> 00:18:45.460 like, you prefer pizza hot or cold and that's really not useful to anyone make 271 00:18:45.470 --> 00:18:52.980 pizza, right? Yeah, you're a pizza maker. But other than that, like if you 272 00:18:52.990 --> 00:18:57.600 are actually asking something as, I don't know, as a survey or for deeper 273 00:18:57.600 --> 00:19:02.540 research, I think the polls are great. They're great for that and can actually 274 00:19:02.540 --> 00:19:06.680 really help you with learning or creating more content. But I'm seeing a 275 00:19:06.680 --> 00:19:10.130 lot of those and I'm curious to see how those continue to play out or if people 276 00:19:10.130 --> 00:19:13.760 will get tired of those and then people are tired of them because they went 277 00:19:13.760 --> 00:19:19.540 about it on there all the time. Another pool. I really, you know, whatever. 278 00:19:19.550 --> 00:19:23.240 Like somebody I like him personally because I, I'm always like suckered 279 00:19:23.240 --> 00:19:25.970 into like, I wonder what people voted for this. I know what I'm going to pick, 280 00:19:25.980 --> 00:19:28.570 but I want to see what other people picked. So it's kind of like, it's a 281 00:19:28.570 --> 00:19:32.490 little nugget in and of itself just to see what the results are to ripple what 282 00:19:32.500 --> 00:19:36.410 I don't want to vote because I want to see what people are saying. So 283 00:19:36.420 --> 00:19:40.260 sometimes I don't even want to I don't want people to know what I voted on on 284 00:19:40.260 --> 00:19:43.160 some polls, so I'll vote and then quickly on vote just because I wanted 285 00:19:43.160 --> 00:19:46.040 to see what the results were. But because your name is attached to it 286 00:19:46.050 --> 00:19:50.670 every time you vote, like the creator can actually go and pull the list of 287 00:19:50.670 --> 00:19:54.400 everybody who voted on what it's available. Voting on the pizza pull 288 00:19:54.400 --> 00:20:01.550 stand like that. I mean I probably am, but I wouldn't make those, they're so 289 00:20:01.550 --> 00:20:08.360 easy. I just touch it, you're like why not? Okay, so I'm also seeing a lot of 290 00:20:08.370 --> 00:20:12.970 people treating linkedin like twitter or even like facebook, you're seeing 291 00:20:12.970 --> 00:20:17.790 more well and there are a few facets to that, you're seeing more personal 292 00:20:17.790 --> 00:20:24.190 things, which I think that there's a good mix of personal content and um you 293 00:20:24.190 --> 00:20:28.280 know, educational content, there's, there's a place for both, but I've seen 294 00:20:28.280 --> 00:20:35.060 more personal posts and I am seeing more um I think just as far as like 295 00:20:35.540 --> 00:20:40.180 treating it like twitter, I'm seeing more short posts that are not super 296 00:20:40.190 --> 00:20:45.920 relevant that are just like, oh this thing happened to me the other day and 297 00:20:45.930 --> 00:20:48.840 that's it. Maybe that's like facebook as well because people say all kinds of 298 00:20:48.840 --> 00:20:52.140 random stuff on facebook or they'll be like, oh this is what I had for 299 00:20:52.140 --> 00:20:57.750 breakfast, how do you feel about eggs? So I think that there's, I do not 300 00:20:57.750 --> 00:21:01.660 appreciate when people use linkedin as facebook or twitter. So it brings up an 301 00:21:01.660 --> 00:21:05.350 interesting topic, like a lot of people have started talking about like Lincoln 302 00:21:05.350 --> 00:21:09.670 becoming too personal. Where do you draw the line? And do you, do you one, 303 00:21:09.670 --> 00:21:14.520 do you feel like personal stuff can be on linkedin at all? And if so where do 304 00:21:14.520 --> 00:21:18.330 you draw the line on? How much is too much? It's a really good question. I 305 00:21:18.330 --> 00:21:23.140 think that brings us into a whole other topic of personal branding, right? And 306 00:21:23.150 --> 00:21:26.800 how do you build a personal brand? And because people do want to see that, But 307 00:21:26.800 --> 00:21:29.270 what does that entail? I think that 308 00:21:30.340 --> 00:21:35.090 there I've seen, okay, like big life events, I feel like you can go ahead 309 00:21:35.090 --> 00:21:38.890 and post that only because people want to celebrate with you right, when I got 310 00:21:38.890 --> 00:21:43.620 married. Yeah. I started a new job, of course is relevant, but like anything 311 00:21:43.620 --> 00:21:47.430 that was huge in your life. Yeah, I've seen a lot of those. I think those are 312 00:21:47.430 --> 00:21:51.120 exciting. I feel like I probably saw more of those over this last year 313 00:21:51.130 --> 00:21:54.030 because people were like, we need to be more human, need to connect in this 314 00:21:54.030 --> 00:21:58.660 time. And so that's understandable. But then I think there are other things 315 00:21:58.660 --> 00:22:03.280 that are just like, this is how I'm feeling about this and it's more of a 316 00:22:03.280 --> 00:22:08.850 journal, right? Like we talked about before and it's sort of like a, like an 317 00:22:08.850 --> 00:22:13.460 outlet for someone to process something. And so I don't think that that is the 318 00:22:13.460 --> 00:22:17.290 place for Lincoln like I think that that's more of a facebook or a personal 319 00:22:17.290 --> 00:22:21.690 blog or something like that. But I do like to see the humanity in people, 320 00:22:21.690 --> 00:22:26.830 obviously everyone does. Um and so I think that I really appreciate people 321 00:22:26.830 --> 00:22:31.020 who are able to infuse that in their professional life, who are able to make 322 00:22:31.020 --> 00:22:36.320 a post and its educational, but they also have their own flair to it. And I 323 00:22:36.320 --> 00:22:41.600 think that's a tricky thing to figure out is how personal is too personal. So 324 00:22:41.600 --> 00:22:45.240 that's a great question. And I don't really have different people take 325 00:22:45.240 --> 00:22:48.170 different stances, right? Like Gary v's like, oh, post everything, it's all 326 00:22:48.170 --> 00:22:52.740 about. You kind of like, yeah, but you don't, I'm like, you don't post about 327 00:22:52.740 --> 00:22:56.350 your family. I mean you talk about parenting sometimes, but your kids and 328 00:22:56.350 --> 00:22:59.020 your wife aren't on there. There's a whole side of you that you never post. 329 00:22:59.030 --> 00:23:02.380 So people do pick and choose what they share. I think the smart people 330 00:23:02.380 --> 00:23:06.260 actually like say like, okay, I'm going to talk about this, this, this and this, 331 00:23:06.270 --> 00:23:09.540 but nothing else just to show some parts of it. But you don't have to 332 00:23:09.540 --> 00:23:12.700 share the whole thing. Right? Well you're protecting your personal life 333 00:23:12.700 --> 00:23:17.490 that way too. Which I think is important. So absolutely anything else 334 00:23:17.490 --> 00:23:22.670 you see going on? I don't know, I mean something you brought up the other day 335 00:23:22.670 --> 00:23:26.560 how people are screen shotting tweets and putting tweets on in how I feel 336 00:23:26.560 --> 00:23:32.740 about that. And uh I have said before like I don't want lengthen to become 337 00:23:32.740 --> 00:23:37.600 twitter right? But it does, it does grab your attention. You do scroll past 338 00:23:37.600 --> 00:23:41.100 and you see a screenshot and it's just you know a sentence or something like 339 00:23:41.110 --> 00:23:46.140 interesting and engage with it. But I'm seeing a lot more of that. And then 340 00:23:46.140 --> 00:23:49.880 also like if I can rabbit trail for a second, we're testing a lot of like 341 00:23:49.890 --> 00:23:56.180 gifts or gifts and means. Um and those are those have been fun to and I think 342 00:23:56.180 --> 00:23:59.870 those work really well because it's a good way to mix up what you're doing. 343 00:23:59.880 --> 00:24:05.360 Like you just had one a couple weeks ago, that was that Star wars meme with 344 00:24:05.360 --> 00:24:10.470 Anakin padme ng, like it's all over the place and so people like, like the 345 00:24:10.470 --> 00:24:15.810 different take on it. So I've enjoyed like thinking of brainstorming names 346 00:24:15.810 --> 00:24:21.610 and stuff like that. You're good on it. I want anakin one you did of mind like 347 00:24:21.620 --> 00:24:24.800 went viral. I can't remember how many people saw it, but it was like 70, 348 00:24:25.190 --> 00:24:29.320 people or something crazy like that, which I had not seen since like a pole. 349 00:24:29.330 --> 00:24:33.200 Like only polls usually get that far right now. So it's fun to see other 350 00:24:33.200 --> 00:24:37.590 content other than polls get drastic reach man. So this has been a fun 351 00:24:37.590 --> 00:24:41.120 conversation. I can't wait to like send this to people if they ask me like 352 00:24:41.130 --> 00:24:43.640 what's working on linkedin, I'm just gonna send them this interview over and 353 00:24:43.640 --> 00:24:47.270 over again. I think we covered a ton of different materials around what's, 354 00:24:47.280 --> 00:24:50.600 what's working, what's not working, things that are trending right now 355 00:24:50.610 --> 00:24:55.830 Emily's or anything else that you think our audience would need to know in 356 00:24:55.830 --> 00:25:01.020 order to succeed on linkedin before we end this episode. Yeah, so I just want 357 00:25:01.020 --> 00:25:04.390 to end with a lot of the conversations that I've had with the people that I'm 358 00:25:04.390 --> 00:25:09.270 writing for, initially when we jump on a kickoff call is like there's no, 359 00:25:09.270 --> 00:25:14.290 there's either a lack of capacity or a lack of confidence. And so capacity is 360 00:25:14.290 --> 00:25:18.160 one that just takes discipline of like just sit down and time block for an 361 00:25:18.160 --> 00:25:21.530 hour on friday and just write a bunch of content that you can post throughout 362 00:25:21.530 --> 00:25:25.980 the week. And I think that that's a really great way to take it on. But I 363 00:25:25.980 --> 00:25:31.420 also think the lack of confidence side, um if you have, if you have buying from 364 00:25:31.420 --> 00:25:36.630 your company and they want to help their evangelists or their ambassadors 365 00:25:36.630 --> 00:25:41.250 or whatever create more content, then I think another important part of that is 366 00:25:41.250 --> 00:25:44.740 not only equipping them and enabling them and empowering them to create 367 00:25:44.740 --> 00:25:48.830 content. Like we've done by your training videos and bringing me on 368 00:25:48.830 --> 00:25:54.270 board. Like I think they also just need to feel like they can do that like 369 00:25:54.340 --> 00:25:58.160 there, they might not be writers, but they need to feel that they can't right, 370 00:25:58.170 --> 00:26:02.210 they do have something to say. And so I think that if you want a successful 371 00:26:02.210 --> 00:26:07.450 evangelist program, you have to be able to create resources and training for 372 00:26:07.450 --> 00:26:13.090 them too. I feel like they can do that. That makes sense, totally. Makes sense. 373 00:26:13.100 --> 00:26:17.590 So Emily, this has been fantastic. If people want to learn more and connect 374 00:26:17.590 --> 00:26:20.920 with the the again, the wizard behind the curtain who's doing a lot of 375 00:26:20.920 --> 00:26:25.770 Arlington work, where can they find you? Yeah, they can find me on Lincoln. My 376 00:26:25.770 --> 00:26:31.210 name is Emily de Brito, D I B R I T O and that would be my main one. So find 377 00:26:31.210 --> 00:26:35.370 me there. Let's connect. You heard that everybody go and find Emily de Brito on 378 00:26:35.370 --> 00:26:38.900 linkedin and connect with her. She's doing her own content on top of writing, 379 00:26:38.910 --> 00:26:43.060 everybody's else because she's part of her own program. So again, hopefully 380 00:26:43.060 --> 00:26:46.670 this has been helpful to you. If it has been one, go and follow Emily, but 381 00:26:46.670 --> 00:26:50.770 certainly go and drop a five star or whatever start you feel like it's worth 382 00:26:51.040 --> 00:26:54.110 um on apple podcasts or Spotify or wherever you're listening to this 383 00:26:54.120 --> 00:26:57.770 episode. It blesses us a ton. If you just go and give us a rating, you don't 384 00:26:57.770 --> 00:27:01.330 even have to leave a review. If you do, I will read it. It's fantastic. But 385 00:27:01.340 --> 00:27:04.270 thank you so much for joining us on this episode of GDP Growth. 386 00:27:06.040 --> 00:27:06.270 Mhm 387 00:27:08.840 --> 00:27:14.030 Gary V says it all the time and we agree every company should think of 388 00:27:14.030 --> 00:27:19.800 themselves as a media company first, then whatever it is they actually do if 389 00:27:19.800 --> 00:27:23.720 you know this is true, but your team is already maxed out and you can't produce 390 00:27:23.730 --> 00:27:27.870 any more content in house. We can help, we produce podcasts for some of the 391 00:27:27.870 --> 00:27:31.670 most innovative baby brands in the world and we also help them turn the 392 00:27:31.670 --> 00:27:36.350 content from the podcast into blog posts, micro videos and slide decks 393 00:27:36.350 --> 00:27:39.560 that work really well on linkedin. If you want to learn more, go to Sweet 394 00:27:39.560 --> 00:27:44.660 Fish Media dot com slash launch or email Logan at sweet Fish Media dot com.
