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

#Business #Marketing #Personal Brand #Marketing For Photographers #MBA #Entrepreneur #Britney Gardner: Brand Strategist

22:08

Host Francesca Amiker sits down with directors Joe and Anthony Russo, producer Angela Russo-Otstot, stars Millie Bobby Brown and Chris Pratt, and more to uncover how family was the key to building the emotional core of The Electric State . From the Russos’ own experiences growing up in a large Italian family to the film’s central relationship between Michelle and her robot brother Kid Cosmo, family relationships both on and off of the set were the key to bringing The Electric State to life. Listen to more from Netflix Podcasts . State Secrets: Inside the Making of The Electric State is produced by Netflix and Treefort Media.…

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

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Marketing strategist Britney Gardner explores the sweet spot between authenticity and marketing automation for online small business owners.

273 episodes

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

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Marketing strategist Britney Gardner explores the sweet spot between authenticity and marketing automation for online small business owners.

273 episodes

#Business #Marketing #Personal Brand #Marketing For Photographers #MBA #Entrepreneur #Britney Gardner: Brand Strategist

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

1
Build Your Know, Like & Trust Factor Through PR with Dina Behrman 27:56

1 year ago27:56

27:56

In this episode, PR strategist Dina Behrman shares how entrepreneurs can use PR to build the know, like, and trust factor and attract ideal clients. She discusses leveraging existing content for PR, sharing stories and expertise for connection, and provides tactical tips for utilizing PR as a powerful marketing tool. Dina Behrman’s professional journey unfolds like an insightful story, beginning with a decade-long chapter in journalism where she honed her storytelling skills. With the wisdom gleaned from her experiences, Dina turned the page and embraced entrepreneurship about nine years ago. As a seasoned PR strategist, she now crafts narratives that spotlight coaches, consultants, and owners of service-based businesses, positioning them in the public eye. Quote guest name More on DINA: Website | LinkedIn | Instagram listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 02:00 PR strategist Dena Behrman helps entrepreneurs gain recognition. 06:06 Visibility and expertise enhance credibility and trust. 08:39 Customers are discerning and can detect authenticity. 12:49 Showcase personality and mission in interviews/articles. 13:46 Relationship coach shares personal journey, gains clients. 19:30 Repurpose content for PR and audience growth. 22:40 Repurpose content for new articles to share. 26:46 Thank you, PR help in show notes. Questions and Answers for Building Your Know, Like & Trust Factor Through PR 1. How does Dina Behrman define PR and how does she convey its relevance to solo entrepreneurs and small business owners? She defines PR as leveraging other people’s platforms to share one’s story and expertise. She conveys its relevance to solopreneurs by emphasizing the power of getting in front of more of the right people, boosting credibility, and building a much bigger impact in the world through intentional PR efforts. 2. Discuss the significance of third-party endorsements and the credibility boost they offer in building the know, like, and trust factor. Third-party endorsements offer a credibility boost by showcasing expert positioning and authenticity. The significance lies in the power of being featured in media outlets, providing third-party endorsement and extra layer of trust to the audience in making purchasing decisions. 3. In what ways can sharing personal stories and expertise help create authentic connections and nurture relationships with the audience? Sharing personal stories and expertise help create authentic connections and nurture relationships with the audience by showcasing vulnerability, passion, and authenticity. Dina Behrman mentions that sharing personal stories not only helps people connect but also demonstrates care for clients, fostering a deeper level of trust and rapport. Questions for Deeper Understanding or Repurposing Your Content Into PR 1. How does repurposing content for PR plays help make the intimidating task of PR more manageable for busy solopreneurs? Repurposing content for PR plays helps make the intimidating task of PR more manageable for busy entrepreneurs by leveraging existing resources. Dina suggests adapting content from blogs, social media posts, or live sessions as articles or pitches, transforming overwhelming tasks into practical, approachable, and time-efficient activities. 2. How can entrepreneurs leverage other people’s platforms to share one’s own story and expertise? Dina Behrman advocates leveraging other people’s platforms to share one’s own story and expertise. She recommends submitting articles to blogging platforms or online publications that welcome contributors. She also suggests repurposing content, like videos or Instagram posts, by using them as the basis for a pitch for podcasts or publications. 3. How can small business owners effectively prioritize time for PR activities and make the most out of the content they already have? Solo entrepreneurs and small business owners can effectively prioritize time for PR activities by repurposing existing content, scheduling dedicated time for pitching, and breaking down PR tasks into manageable activities with practical steps. Leveraging the content they already have allows them to utilize their resources for PR efforts efficiently. The Know Like and Trust Show Email Download New Tab Scroll back to top Sign up to receive email updates Enter your name and email address below and I'll send you periodic updates about the podcast. powered by Music by Michael De La Torre . Thanks, Mikey! The post Build Your Know, Like & Trust Factor Through PR with Dina Behrman appeared first on Content Strategy by Britney Gardner .…

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

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Short Form to Long Form: Maximizing Your Content Library for SEO Benefits 14:03

1 year ago14:03

14:03

The topic of turning a library of short-form content into long-form content is the focus in today’s episode. Drawing from her extensive experience in content strategy, Britney Gardner addresses the challenges and benefits of repurposing short form content, emphasizing the importance of organizing and categorizing your content to efficiently create longer format pieces. With practical tips and strategies, Britney guides soloish entrepreneurs in leveraging their short-form library to maximize SEO benefits and create comprehensive resources for their audience. Join us as Britney shares her insights and empowers listeners to take control of their content strategy, ultimately paving the way for more impactful, authentic marketing. Get your content organized, get it categorized, and start chunking it out and figuring out which ones go together, putting them together in bigger pieces, making sure that those pieces are a resource. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:00 Efficiently repurpose short-form content for SEO. 04:11 Save old Pinterest pins and Instagram captions easily. Categorize. 06:39 Questions about audience, content, and organization. 11:56 Organize, categorize, and promote your content effectively. 12:46 Repurpose content for PR, save time. Repurposing Short-Form Content Into Long-Form Content Hey there, fellow service providers! A few weeks ago, I promised to discuss a slightly unconventional topic – transforming a library of short-form content into long-form pieces. While I usually focus on repurposing long-form content into shorter formats, this question emerged during the Social Search Summit, where I participated in a panel discussing advanced expert topics. So, let’s dive into the process of efficiently and expertly repurposing short-form content into longer pieces for those juicy SEO benefits. Repurposing Content Starts With Organization First things first – have you categorized and archived your short-format content? For instance, in the world of Instagram, you might have carousels, posts, and reels accumulated over the years. It’s crucial to have them saved in an easily findable format. Why? Well, if you can’t locate your fantastic content, does it really exist? (Think of the “tree falling in the forest” analogy.) Avoid the Frustration of Losing Content You’ve Created On Instagram, in particular, there’s no search bar specific to your profile. To find a post from six or sixteen months ago, you might be scrolling for quite some time–if you can find it at all. Diving into the issue at hand, finding the right posts can be quite the challenge. For instance, I recently worked with a client who wanted to re-air some podcast episodes and create social media posts to accompany them during her break in December. Although this was a smart move, locating the older posts turned out to be quite time-consuming. What should have been a three-hour task for me morphed into a twelve-hour job, costing both my client and me valuable resources of time and money. The interesting part is that this client had a content database I’d set up for her in the past, but her team wasn’t utilizing it when publishing social media content. Consequently, I had to recreate some posts and search for others. In some cases, I gave up on finding the original post and created something similar, unsure if it was better or worse. The reason I bring this up is that the first step in repurposing short-form content into long-form content is having everything easily accessible and organized, preferably in a database , along with any accompanying assets like videos or images. Additionally, you’ll want to have captions readily available for copying and pasting – searching for that old Pinterest pin or Instagram caption can be incredibly time-consuming. How to Organize Past Content Now, you might wonder about categorization. Should you focus on content pillars or another system? In my Uncommon Content framework, there are three main aspects I emphasize: Showing up strategically with a content plan based on a client journey. Emphasizing your unique voice. Honing in your content. Alright, let’s break the ice – there’s a natural category system here. First, we have mapping out, then showing up with your unique voice, and finally honing it in by measuring and organizing your content. When it comes to my short-form content, I want to identify which category each piece belongs to within my framework. Sometimes, a piece may span two categories, but I focus on the one it aligns with most. If you haven’t already organized and archived your work, now’s the time to start. While I’d love for you to go back and categorize everything from the past year, at least begin today as ground zero. We call this content bankruptcy–start over from today. You can do it! Moving forward, ensure every piece submitted to social platforms is added to a database and categorized. Now that we’ve addressed the importance of organizing and archiving your content let’s move on to the actual process of transforming these short-form gems into long-form masterpieces. Generating Long-Form Content Assets Once you’ve categorized your content, it’s time to group similar pieces together. This makes it easier to convert your short-form content library into longer format pieces for improved YouTube or blog SEO. For instance, in the Uncommon Content framework, part of mapping out includes establishing your brandscape – who you are, who your audience is, and how you serve them. Another aspect involves creating an evergreen content plan that can be executed over time or in content sprints. Finally, ensure your content plan naturally guides people through a journey where one piece leads to the next. I could have multitudes of short-form pieces about each aspect of the Mapping Out pillar. Once I group them, I can create a longer-form piece of content on just brandscaping, or I can create an epic piece of content that covers the entire pillar. So when reviewing your short-form content, determine if a piece is a broad overview or more of a step-by-step piece. That’ll help you see where in “the timeline” it falls. By following these steps, you’ll be well on your way to transforming your short-form content into valuable long-form assets. How to Speed up the Repurposing Process At some point, it’s time to get to writing (whether that’s the script for a video or podcast, or an actual blog post). And let’s admit it – writer’s block can really throw a wrench into our creative gears. Piecing together a content plan can be a challenge, especially when you’re attempting to merge various short-form pieces into a more comprehensive long-format piece. There are numerous techniques to help us leap over those pesky mental hurdles. First, take a closer look at your existing content, such as articles with five tips or three-step processes. Do they align with one another? Can they be combined in a logical order? If so, you may be able to create a “mega piece” by combining these smaller chunks of content. For example, I’ve successfully merged content pieces covering the three M’s, the three R’s of repurposing , and my chaos-free way to plan content – old, new, borrowed, and blue. By carefully arranging these sections and ensuring they flow seamlessly together, I created an extensive resource that is not only keyword-rich but also valuable for readers seeking solutions in my niche. This is how The Complete Content Plan for Service Providers was born. Additional Benefits of Merging Short-Form Content Into Epic Content Pieces By discussing or writing about what you’re doing, it serves as a reminder of just how much knowledge you possess! We all need that reminder, and it’s kind of an enforced way to go through your old genius and remind yourself of it. You’ll gain insight into your strengths and weaknesses, potentially leading to specialization in particular areas or topics. Here’s where it gets even more interesting : once you’ve crafted your mega piece, you can: go back and edit your original short-form content to link to this new comprehensive guide. You could also create new short-form pieces that are derived from both your old short-form content and your newly-developed long-form content. So let’s recap: Step one involves having easily accessible, organized, and categorized content. Step two entails chunking out short-form pieces into like-minded groups. Key Takeaway: Step one involves having easily accessible, organized, and categorized content. Step two entails chunking out short-form pieces into like-minded groups. The SEO Benefits of Repurposing Content In essence, by reusing and repurposing your existing content in strategic ways, you’ll not only breathe new life into your older posts but also enhance the overall value of your content offerings. This approach ultimately results in a more cohesive and engaging experience for your audience while boosting SEO – a win-win situation for all involved. Alright, fellow word enthusiasts, there’s a more detailed response to the question presented at Meagan’s Social Search Summit panel. Learn to Strategize Content On Your Own As content strategists, our goal is to make your content journey easier. (Although I can’t speak for every strategist out there, some may want you to work with them forever and ever. Amen.) Personally, I aim for a brief collaboration that helps you get your content ducks in a row and empowers you to move forward independently. Why? Well, it’s twofold: First, I want to see you flourish and effectively use your content. Second, I believe in your ability to manage your content on your own. Once you’ve navigated the tricky parts and established a foundation of evergreen content, you won’t need constant guidance from someone like me. Sure, you might want to check in occasionally with a quick call or message – I keep all my former clients on my contact list for that very reason. It’s always a delight when they reach out with updates or questions because it shows they’re applying the lessons learned during our time together and using their content to generate leads. So, how can you achieve this level of content mastery? Start by getting organized and categorizing your content. Identify related pieces and begin combining them to create longer, more substantial works for your website. This approach will not only make your life easier but also pave the way for sustainable success in the world of content creation. So go ahead, gather up all that fantastic information you’ve been sharing on social media and compile it into an epic blog post that everyone can refer back to repeatedly. Creating a resource like this not only benefits your audience, but it can also attract some much-deserved attention from the media. Announce your masterpiece with a snazzy press release, and watch as people flock their traffic to your site, eager to find solutions to their problems. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post Short Form to Long Form: Maximizing Your Content Library for SEO Benefits appeared first on Content Strategy by Britney Gardner .…

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

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Maximize Your Content: AI Tools for Smart Repurposing Strategies 15:00

1 year ago15:00

15:00

In this episode of The Know, Like & Trust Show, host Britney Gardner shares her secrets for maximizing content efficiency through the clever use of AI tools and strategic planning. She discusses her recent foray into painting and how she has intentionally created space in her life to pursue her hobbies while still managing her business. With a focus on saving time without losing quality, Britney dives into the AI tools she uses for repurposing podcast content, highlighting how these tools have streamlined her processes. From Cast Magic to AudioPen and more, each tool has a specific role in her content creation workflow. Britney also emphasizes the importance of adding a personal touch to content produced with AI tools and the significance of a strong underlying content strategy. Tune in to discover how to leverage AI tools and strategic content planning to maximize your content output and make your time work for you. None of [these AI tools are] going to be efficient if you don’t know your stuff. Obviously, content strategy matters. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:30 Using tools to create space in business. 05:03 Using 1 AI tool in many ways. 06:25 Using AI to generate SEO-friendly blog content. 12:39 Organize thoughts, create content strategy, build trust. How To Create More Time For Your Life Without Compromising Your Business Your business should support your life, not the other way around. I’ve been spending quite a bit of time on non-content-related activities lately, like painting and gardening . I’m exploring acrylics, oil pastels, and mixed media on canvas, and I’m absolutely loving it. I even completed my first official commission recently – a significant milestone for me. I wanted to share this because I had to create space in my life for this new passion intentionally. With my kids taking up more of my time, I have less focused work time at the computer. But I still crave that adult-oriented fulfillment from doing something I enjoy. So, how do I create space in my life for activities like painting, gardening, or spending time with my dog? The answer is leaning heavily into tools that help me work more efficiently. We’re talking about AI tools (partly) and non-AI tools (also partly). And thirdly, knowing your content strategy and having a solid plan in place. Content creation can be a bit of a juggling act, but with the right tools and strategy, it’s possible to save time and streamline your workflow. (Let’s face it, we’re all looking for ways to optimize our routines and make life a little easier.) So, let’s dive into some AI and non-AI tools that can help you stay organized and efficient. AI Tools That Save Me Time Let’s start by discussing AI tools. (Don’t worry, we’ll get to the other points soon.) A few months ago, I participated in a summit focused on using AI for success, where I showcased an over-the-shoulder view of my actual podcast recording process and the various AI tools I use to repurpose the content. So, why do I do that? The answer is simple: it saves me time. There are certain podcast-related tasks I don’t enjoy, like pulling quotes from transcripts. If you enjoy this task, great! But for me, I prefer using AI tools to streamline the process. AI Tools for Podcasting One tool I’ve been using is Cast Magic . I started using it almost a year ago and now even have clients who use it too. Cast Magic extracts a transcript from an audio file and offers additional features such as title suggestions, introductions, timestamped overviews, key topics with bullet points, and – my favorite – quotes with timestamps. While I don’t always use all their features, they’re handy when creating short-form content or when I need inspiration for my next topic. Another great thing about Cast Magic is its custom prompt feature. For instance, I use it to create Pinterest pins by asking for a theme, an SEO-friendly headline, a caption, and an image suggestion. This way, one AI tool serves multiple purposes in my podcast admin tasks, making the process more efficient and less hair-pulling. The next tool in my arsenal is Midjourney – an AI image-creation tool. You might have caught a hint of it in my earlier explanation when mentioning Pinterest image suggestions. What’s important to remember here is that I take a “version” of what the AI tool suggests (more on that later) and use it to craft eye-catching visuals for my content. Granted, it takes some practice to master Midjourney, but don’t be discouraged – this applies to any AI image generation tool. Keep trying and you’ll see improvement. AI Tools for Writing Before I delve into the writing AI tools I use, let’s acknowledge that writer’s block can be a major nuisance. But fear not, there are numerous techniques to help tackle this creative obstacle–as long as you enter with the idea that these are starting tools or finishing tools, but not everything. An indispensable tool is AudioPen . In fact, as I recorded this episode, AudioPen was running in the background, transcribing my words and generating a blog article based on this podcast content. It’s even been trained to mimic my preferred tone of voice! Although I wouldn’t directly copy and paste content from Cast Magic into my podcast’s show notes, AudioPen’s output requires far less tweaks. To optimize the audio transcription further, I use NeuronWriter for creating SEO-friendly headlines and meta descriptions. It also helps me incorporate NLP-suggested keywords to make the content more search-engine friendly. So far, we’ve covered four tools: Cast Magic, AudioPen, Midjourney, and NeuronWriter. The fifth tool is integrated within Riverside (my current podcast recording platform). This nifty feature generates “magic clips,” perfect for YouTube shorts, TikTok, Instagram Reels, and more. These clips are taken directly from the podcast episode itself. Since I can output in multiple sizes, I can send the same clip to stores that I send to LinkedIn, just in a different size that’s more native to the platform’s feel. In conclusion, utilizing these five AI tools can significantly improve your content creation process and help you overcome any creative hurdles along the way. Incorporating AI tools into your creative process can save time and reduce stress while handling repetitive tasks. Embracing the power of AI means you get to watch your productivity soar! Non-AI Tools That Save Me Time As a podcast host and administrator, I’ve discovered that AI tools have significantly simplified my life. What used to take me five hours a week is now reduced to just two, freeing up three hours for hobbies or other activities. But let’s face it, there are still plenty of non-AI tools I rely on to keep things running smoothly. For instance, I still use my podcast host (no AI there) and Google Docs for organization. Each episode has its own template, complete with headlines, email drafts, show notes, timestamps, quotes, and social media posts. While I might glance at AI-generated ideas for social media content, I never use them for emails – they just don’t capture my unique voice. Don’t Forget Your Personality Injecting your personality into your work is crucial when using AI tools. Simply copying and pasting content from these tools will make you sound like everyone else who used the same prompt. To avoid this pitfall, I fine-tune my AI-generated content to match my speaking tone. Take AudioPen as an example: After investing time in customizing its settings, it now produces blog articles in a style that closely resembles my own. Sure, I still make changes here and there, but the overall format is generally on point and avoids being repetitive – a common issue with AI-generated content. Remember, an AI tool can’t incorporate your personal stories or client case studies into your content – only you can do that. So, it’s essential to add your unique touch to anything generated by these tools. Keeping Your Content Organized Lastly, let’s talk about content databases. I’m a huge fan of Airtable but have recently switched to Retable . Retable helps me keep everything organized and accessible as I navigate the world of podcasting and content creation. Next, Pabbly is a fantastic tool that automatically collects all your published content into one handy table. This makes it easy to link related pieces together – like podcast episodes and short-form content – so you’re ready to repost or reformat whenever necessary. Organization is key, my friends. Key Takeaway: Content creation can be a bit of a juggling act, but with the right tools and strategy, it’s possible to save time and streamline your workflow. The Final–And Most Important–Time-Saving Tool for Content Creation Now, let’s talk about the importance of knowing your stuff and having a solid content strategy in place. This might seem like an obvious point, but trust me, it’s crucial. When you know what you’re going to talk about, you save time by not needing to constantly refer to notes or scramble for ideas. Plus, having a clear content plan allows you to create resources that answer common questions from your audience. For instance, this very episode is designed to share insights on using AI tools, non-AI tools, and organization techniques for content creation. When people ask about these topics, I have the perfect resource to point them toward – voila! It’s all about making life easier for both you and your audience. In summary, while tools are undeniably helpful (and I’m a huge fan), they need some logic and strategy behind them. You must organize your thoughts effectively and create content that guides your audience along a journey – building trust until they’re ready to make a purchase. If you need help with creating an effective content strategy or finding the right tools for your needs, don’t hesitate to reach out for assistance. After all, sustainable success is built in the shadows – so let’s bring those brilliant ideas into the light. I want to make this reminder crystal clear: I’m always here to assist with one-off content plans that span a 12-week content sprint, enabling you to rely on that material as part of your evergreen foundation. Occasionally, I also have openings for a more hands-on approach, where I’ll handle all the content planning, reformatting, and repurposing for those 12 weeks. Availability varies, but rest assured, I’m eager to help if you need assistance in this area. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post Maximize Your Content: AI Tools for Smart Repurposing Strategies appeared first on Content Strategy by Britney Gardner .…

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

1
Authority Opinions: Building Authority & Impactful Content Creation 21:49

1 year ago21:49

21:49

We talk about building authority opinions, why they’re important, and how to use them in your content. In this episode, host Britney Gardner revisits the concept of authority opinions and explains why they need to be more than just regular opinions. By sharing personal experiences and practical examples, Britney highlights the significance of backing up authority opinions with real evidence and integrating them into a comprehensive content strategy. She also discusses the transformational power of crafting clear and impactful authority opinions and their role in filtering and engaging with the most aligned audience. Tune in to learn how authority opinions can elevate your content and resonate with your ideal clients. Authority opinions are going to do one very important job: they are going to tell them, yes, this person is worth following and hanging out with, and following and seeing if we can get on the same page, or, no, this person is not for me. That, friends, that is a wonderful place to be, when people see what you are about and they’re like, I would be best served elsewhere. You want those people to think that. That is a good thing. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 01:00 Persuading, filtering, and claiming authority in business. 05:32 Content success requires strategy, authenticity, and refining. 08:50 Listen, comprehend, apply, share real-life stories. 12:26 Consistent content builds trust and authority over time. 15:38 Build confidence, trust, and ROI with content. 19:43 Filtering for clients aligned with natural science. 21:06 Seeking feedback and success stories for businesses. Before I delve into this topic, let me say that I’ve discussed authority content before – three years ago, to be precise. And while I still stand by that episode on crafting an authority opinion , I believe it’s time to add to it. So let’s dive into building authority opinions, why we create them, and how to incorporate them regularly in content marketing. What Is Authoritative Content? First and foremost, we all have opinions – my tea is weak, it’s not warm enough today, or my typing is too loud. These are based on our lived experiences and beliefs. These personal opinions are based on our own experiences, and while others may disagree, they remain valid to us. However, authority opinions serve a different purpose. They’re not meant for casual agreement or disagreement; they aim to filter your audience and separate the wheat from the chaff. The “agree to disagree” won’t apply to your authoritative content because they’re the core of your beliefs and your work. Why Use Authority Opinions In Your Content? We have to separate the wheat from the chaff in our audiences. Don’t take this negatively; what I mean is that as content creators, we cater to a broad audience, and it’s crucial to identify those who will truly benefit from our services – that’s social authority. There will always be people who won’t become clients – some will never become clients but still cheer us on from the sidelines – those besties who support our endeavors without needing our services. They are welcome additions to our audience. The focus here is on those who are either not entirely convinced by what we offer or simply aren’t a good fit for our business. These half-hearted followers aren’t helpful when it comes to shaping your business strategy or responding to your emails and polls. They might just be a bad match for your trustworthy product or service. Using this type of content can help you separate these people from your true fans – those who know that even if they can’t afford you right now or the timing isn’t right, you’re the person they should work with eventually. Authority opinions make you memorable among your target audience and set you apart from others in the field. This filtering process is essential for both parties, as it allows each person to find the right match for their needs. So go ahead and capture the power of content authority opinions to refine your audience and attract clients who genuinely resonate with your message and expertise. Key Takeaway: Authority opinions allow your audience to easily determine if you’re aligned enough that they should hire you and continue following you. How to Craft An Authority Opinion There’s a certain allure to authority opinions – they have a way of making you memorable. Picture yourself atop a hill, planting your flag and claiming it as your own. While we may not have actual hills and flags, this image captures the essence of standing up for something unique and setting yourself apart. Authority opinions tend to carry more weight and emphasis, or oomph than regular opinions. They often challenging popular trends or criticizing the status quo. Authority Opinion Prompts For example, in my Hot Topic Brainstorming workshop, I discuss a great way to start building your authority. Let’s dive into a prompt that can help illustrate this concept. The prompt goes something like this: “The reason you’re not successful in [blank] is because [blank].” If success isn’t part of your work, you could replace it with happiness: “The reason you’re not happy in [blank] is because you haven’t [blank].” Although templates can sometimes be problematic, this particular one should give you a good idea of how to start the bold statement. You’ll be inserting a lot of your own language to make it yours. Let’s apply this prompt to my own business. I could say, “The reason your content hasn’t been successful yet is because…” and then insert any number of reasons that I stand behind. For example: “…there is no strategy behind it, and you’re just using a spaghetti-on-the-wall approach,” or “…you’re not showing up authentically with your true voice and merely blending in with the masses,” or even “…you’re not honing your content and just putting things out there without measuring their success.” Adopting a content marketing strategy that emphasizes creating high-quality, authoritative content can ruffle some feathers – and that’s precisely the point. By embracing such bold stances, we plant our metaphorical flags and establish ourselves as memorable authorities in our respective fields. Using prompts can be incredibly helpful in developing your own unique voice and authority within your niche. However, it’s important not to rely solely on templates – they should serve as a starting point, not a crutch. To truly make a statement and stand out from the crowd, you need to inject your own experiences and insights into your work. Support Your Authority Opinions Now, it’s essential to back up these authority opinions with concrete and anecdotal evidence in relevant content, such as personal stories or client experiences like case studies. Otherwise, they’re just opinions adding to the noise without providing value. If you don’t support your opinion with logic, reasoning, and lived experiences, there’s no real reason for people to believe you. So ensure that you’re contributing value and not just taking up space in the conversation. I want to say something very clearly. Challenging the status quo means you’re not just complaining about your field – you’re actively doing something about it. You’re using your trust and authority rather than just trying to build it. Offer a Way to Apply the Opinion Moreover, it’s crucial to challenge the status quo and offer solutions or ways for your audience to apply your insights. This means going beyond just presenting an opinion and backing it up; you must create a journey that helps guide your readers toward success. Building a strong content strategy incorporating authority opinions means each piece of content you create will allow the audience to listen, comprehend, and apply what you’re saying. Good content will give the reader a full understanding of how to do the thing on their own. We recently retiled our entryway and bathroom and chose to do it ourselves rather than hire it out. My husband watched hours of YouTube videos to try and avoid all problems before he started. We bought all the materials. He successfully tiled both beautiful areas. And he’s emphatically stated, he will not be tiling again. All the material for him to become an expert was and is available, and we’ll still be hiring the kitchen out soon. Your content can fully disclose your process and people will still hire you! Key Takeaway: Trustworthy content will give the viewer a full understanding of how to achieve the result on their own–even if they’d prefer to hire it out. Introducing new ideas can be challenging, especially when you’re giving your audience a way to apply these ideas in their own world. Sometimes, this means taking a few steps back and addressing the precursor steps before getting to the application stage (which is another great way to build brand authority with content marketing). The key is to show them that there is a way for them to achieve it. Great content offers both options – here’s exactly how you do it, and also, you can hire me to do it. That’s one of the hidden superpowers of high-quality, authority content marketing. When we show people, hey, we know our stuff, they’re more likely to trust us and want to work with us. The Process of Refining Your Authority Opinions Authority content for your business needs to be worked out in high-quality content, not just in our heads or in a lab-like environment. Think about pharmaceutical companies conducting tests on humans – they need to see how their products play out in various bodies. Your messaging is no different. Let’s explore the three levels of refining valuable content in more depth. Level One: Write and Talk About Your Ideas and Strategies. This is one of my absolute favorite things. A regular content channel, such as a podcast, video series, or blog, offers numerous benefits. Sure, it showcases your consistency and helps build trust with your audience – but there’s more to it than that. One of the best perks is proving to yourself that you can work through any hiccups and truly master your subject matter. Will you occasionally fumble? Of course! We’re all human. But in showing your humanity, you actually build more trust. But there’s a hidden perk – Creating authoritative content helps you understand your own expertise in the product or service you offer. As you clarify your ideas through regular content creation, you may find yourself becoming more efficient with words and crafting better stories and analogies. The ability to repurpose your ideas with different hooks or analogies is invaluable. For instance, I might not have been able to make this particular statement three years ago when I first recorded an episode on authority opinions. Why? Because I’ve had three additional years to talk about how these opinions allow you to stand up boldly. As a result, I can now more efficiently guide you on how to present your authority opinions, what results to expect, and how to weave them into your content. Those three years matter; talking about this topic and working with clients has only strengthened my own authority. Level Two: Develop A Process or Framework Now, onto level two: develop a process or framework for guiding people through your main concepts. Having a clear method for sharing your knowledge demonstrates expertise and adds structure to your content. The second level of developing authority involves developing your ideas into a process or framework. For example, I introduced my Uncommon Content Framework in 2023. It wasn’t brand new, but I finally distilled my ideas into a clear and concise structure. This second level is important because it adds depth to your content and showcases your expertise, building brand authority through content marketing. Your content pillars and main ideas are the foundation for everything you write and discuss. Key Takeaway: It’s far easier to craft authority opinions when you have a branded framework or process. Level Three: Refined Authority Opinions Finally, level three: put your authority opinions out there in your quality content and gather feedback. This step is crucial for refining your ideas and ensuring they resonate with your target audience. Embrace this feedback loop as an opportunity for growth and improvement in your SEO and content marketing strategy. This third level ensures that you’re memorable enough for people to either commit or move on, actually to use the kind of content filter we’ve spoken about. Creating quality content and opinions backed up by reasoning, compelling stories, and sometimes even controversy is what gets you this refinement. This isn’t about stirring up drama; it’s about separating potential clients for your high-quality content from those who are just along for the ride. Authority content works well here. Authority Opinions In Practice Diving into the depths of high-quality content creation can be a challenge, but it’s essential for building a deeper connection with your audience. Content that builds this connection leads to better clients and a stronger pipeline of people waiting to work with you. After all, we’re not just creating content for fun – eventually, we need to tie ROI to our content . Let me share a real-life example to further illustrate this point. I have a wonderful client who has been going through some brand transformation lately. One of her new brand statements (and forgive me if I slightly misquote it) essentially says: “It’s not therapy or holistic remedies; it’s both. It’s therapy and holistic remedies.” In other words, she’s combining science-backed approaches with natural healing methods. The process of creating authority content gives her a huge launchboard of topics–the both/and instead of either/or applies to many areas of her work. This shift in her brand message may lead to a decrease in followers (that’s the point!), but those who remain will be genuinely interested in what she has to offer. Ultimately, it’s about quality over quantity when it comes to your audience. So embrace those changes and focus on building connections with the right people – that’s where sustainable success truly lies. In conclusion, consistently sharing your ideas, developing a framework, and embracing feedback are the keys to establishing authority in your field. So go ahead – challenge the status quo and make a difference in the world of ideas. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post Authority Opinions: Building Authority & Impactful Content Creation appeared first on Content Strategy by Britney Gardner .…

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

1
Random Acts of Content 16:49

1 year ago16:49

16:49

On today’s episode host Britney Gardner delves into the concept of “random acts of content,” also known as “spray and pray posting.” She shares personal stories from her time as a photographer and discusses how this approach can actually be harmful to your business. Using insights from industry experts, Britney emphasizes the importance of intentional content creation and its role in guiding the audience on a journey. With practical tips and a clear call to action, this episode explores how to avoid falling into the cycle of reactive, ineffective content strategies and instead, to create content that truly resonates and brings meaningful results. If you want to step away from the random and into the intentional, then stay tuned for this insightful episode. Effective Content isn’t accidental. Content ROI is not an accident. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:00 Transition from film to digital photography insights for content creation. 06:14 Position as the best of one thing. 08:19 Create intentional, impactful content for your audience. 13:32 Effective content leads to audience commitment and client acquisition. 14:25 Clients will return if content is intentional. Ah, Random Acts of Content – or as it’s commonly known, Spray and Pray Posting. I’ve spent a fair amount of time discussing the absolute and utter perils of this approach–and this article won’t be a flip on that. In fact, the first pillar of the Uncommon Content framework emphasizes mapping out your content, which stands in stark contrast to Spray and Pray Posting. What is “Spray and Pray” Posting To Content? But let’s rewind a bit; the term “spray and pray” comes from my days as a photographer. A little industry insight: when I began my career as a wedding photographer, the transition from film to digital was well underway. Though I started my own business exclusively using digital photography, I had previously worked with film photographers. To navigate this new world, I joined the Digital Wedding Forum – a message board created by those eager to embrace digital technology. At that time, digital photos didn’t always match the quality of their film counterparts. Photographers had to learn, for example, how to capture highlights and shadows differently. And some didn’t want to relearn their hard-won techniques. Amidst this sea of change, there were digital naysayers. Instead of learning something new, they accused the newer digital photographer enthusiasts of “spraying” a bunch of images (something that would be very costly with film) and hoping, or “praying” one or two ended up being good. I see a similar pattern today with AI: some people are resistant to change, while others fear its potential power and impact on their jobs. Thus, spray and pray content creation is posting whatever, whenever, and hoping something works. This concept is what I’m addressing with the Spray and Pray Posting phenomenon. How is Content Creation Today Similar To Spray and Pray Photography? Spray-and-pray content posting, or as some call it, random acts of content, can seem like a viable strategy. You throw a bunch of content out there – an Instagram post here, a LinkedIn update there – hoping that something will stick and potentially go viral. But let’s face it: relying on viral content to make your business is a shaky strategy at best. (Don’t worry, we’ll save that rant for another day.) Random Acts of Content Hurt Your Business Today, we’re focusing on why random acts of content not only fail to build your business, but may actually harm it. Contrary to popular belief, something isn’t always better than nothing . In fact, just showing up without a mapped-out content plan might be worse than not showing up at all. Controversial? Maybe. But it’s crucial to understand this perspective. I’m here to say something is not better than nothing. Random acts of content, also known as just get something up, something’s better than nothing–it’s bad. Random acts of content can hurt your business – but don’t just take my word for it. Let’s turn to some expert opinions, starting with Louis Grenier (of the fantastic daily newsletter Stand the F Out). He argues that old-fashioned business advice has misled us into thinking we need to constantly proclaim our uniqueness and superiority. This approach can come across as insincere and salesy. Instead, many of us retreat to our comfort zones and play it safe by discussing “givens” – those aspects of our businesses that no one can dispute. As Grenier puts it: “any B2B, SaaS, copywriter, graphic designer, fashion photographer or positioning consultant offers.” The problem with playing it safe is that it doesn’t differentiate you from your competition. These “givens” are what most people retreat to when they’re committing random acts of content. It’s homogenized content. It’s boring. And it will not win you clients. The Solution is Actual Strategy So what’s the solution? It’s time to step out of the shadows and develop a strategic content plan that showcases your expertise and sets you apart from the crowd. Remember: sustainable success is built in the shadows . Let’s face it, we all want to believe that our offerings are top-notch, right? But none of us truly want to boast, “I am the best. You won’t find a competitor. I’m the only option.” We know that doesn’t sound good, and people can see through that nonsense. Instead of finding our unique way to position ourselves as the best in a specific area (check out a previous podcast episode with Terrica Strozier for more on this), we often default to mundane, mediocre, and frankly, fill-in-the-blank marketing. And guess what? That doesn’t work either. The Difference Between Feeling Productive and BEING Productive So when you throw that marketing spaghetti on the wall, you might feel like you’re doing something productive. You’ve checked off your marketing task for the day, and your business will succeed – no need to cry in the corner, right? But let me tell you now: that little dopamine hit you get by posting something and feeling like you’ve done something good for your business is actually hurting you. Sometimes nothing is better than just something; that “something” must be intentional. Perhaps it’s better to be silent for a day than to post something mediocre. Key Takeaway: Posting “something” isn’t better than posting nothing at all. As Louis puts it, the problem with this approach is that it doesn’t answer the crucial question: Why hire you? That’s kind of the aim of the game. So what’s the remedy? Ditching your traditional USP in favor of a unique point of view. It looks a bit like this: Take a stand against something. State why you think it’s wrong. Position yourself as the alternative. (Sound familiar? That’s what I’m doing with this episode!) Louis continues: This tactic works best if it’s generic best practice, a common belief, old-fashioned advice, or an industry convention you feel needs to be challenged – just like I’m doing here in this article. Alright, enough of Louis for now. Time To Focus On Creating Intentional Content Impactful content stands as the first pillar of the Uncommon Content framework for good reason. It’s not there just to grab attention in a crowded room; it’s designed to take your audience on an intentional journey. (And yes, that journey may lose some people along the way, but that’s by design .) Your content acts as a filter, allowing the best match for your services in while gently repelling others to find someone better suited for them. This intentional journey requires strategy and thought. Content return on investment (ROI) doesn’t happen by accident; it demands building from one piece to another and using your foundation as a springboard for ideas. The goal is to create a solid working experience with your audience. Now, let’s discuss a piece of content I found from Mina Mesbahi on LinkedIn . Even though it’s five months old, it still resonates with me. She states that every time she speaks with a prospect, their challenges boil down to one thing: no content strategy. This lack of strategy results in a vicious content cycle that includes unclear plans, random acts of content, reactive mode, spending resources on wrong activities, internal misalignment, lackluster results, and feeling overwhelmed. This all circles back to… lack of clarity and unclear planning. The Three M’s: Make, Measure, Multiply Here’s the thing – effective content isn’t accidental. Content ROI doesn’t just happen. As I’ve said before, random acts of content don’t take into account the three M’s : make, measure, and multiply. First, you create content – sometimes as a test or an experiment – even with the best strategy in place. Then you measure: did that test succeed? The final step involves multiplying the successful content and learning from those that didn’t quite hit the mark. So remember, overcoming that vicious content cycle is possible with intentionality and strategy – and that’s how you’ll achieve sustainable success in the shadows of your work. It’s like applying the scientific method to your content creation. First, you gather evidence, pose a hypothesis, conduct an experiment, and then analyze the results. Were you right or wrong? Did the content work or not? So, make, measure, and multiply. When it works, amplify your efforts by repurposing it, building upon it, or including it in your audience-growing journey. If it doesn’t work, simply let it go. It’s out there on the internet, and someone might still resonate with it. Marketing Is An Experiment Remember, marketing is an experiment and requires testing. The “make, measure, and multiply” approach emphasizes intentionality in your content creation process. You’re not just throwing spaghetti at the wall or engaging in random acts of content. You need to measure those results to know what’s working and break free from the vicious content cycle – the content hamster wheel or treadmill. One might wonder if they ever reach a point where they can just schedule old content. The answer is maybe. It depends on your niche. There will always be timely news or events you might want to respond to or fresh ideas that spark new content. Of course, you can repost old content if it still holds value and has produced great results in the past. However, there will always be a need for something new here and there – that’s where making, measuring, and multiplying comes in. Listen, Comprehend, Apply Content ROI isn’t an accident. Random acts of content don’t take into account the 3Ms (make, measure, multiply) nor do they encourage the audience to listen, comprehend, and apply the information presented. Good content that resonates should still follow this model: listen, comprehend, apply – ensuring maximum impact for your audience. When someone absorbs, you know, your content, they truly grasp it. They understand it. Perhaps a specific story is needed to make it resonate and stick with them. Timing is crucial, but for them to apply your content, they must commit to it. It’s not enough for your content to merely resonate – it has to encourage your audience to commit. They must pledge to continue their journey, possibly with you or perhaps with someone else. That’s the power of content as a filter. Intentional Content Leads to Clients Creating intentional content means mapping out the journey that leads your audience toward becoming clients. Does this imply that everyone who follows you for a year or two will become a client? Absolutely not! There will be people who can read between the lines of your fantastic content and piece things together independently – some successfully, others not so much. Among those who don’t excel on their own, some will return to you, expressing that they feel close to success but need help connecting the dots. These individuals will become your clients, all because you crafted a well-thought-out content journey and decided to put an end to random acts of content. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post Random Acts of Content appeared first on Content Strategy by Britney Gardner .…

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

1
Creating a Category of One Brand Experience with Terrica Strozier 25:31

1 year ago25:31

25:31

Host Britney Gardner sits down with seasoned brand strategist and designer Terrica Strozier to discuss the concept of being a “category of one” and how to effectively market oneself in a unique category. The conversation delves into the challenges of transitioning from corporate to individual marketing, the importance of showcasing one’s unique skills and talents, and the necessity of consistent branding and marketing efforts over time. Terrica shares her insights on how individuals can express their unique value proposition and differentiate themselves in a crowded market. The episode offers practical advice for business owners looking to elevate their branding, build a comprehensive brand experience, and effectively market their services. This candid and insightful conversation provides valuable lessons on the journey to achieving a standout brand and marketing strategy. Nothing is too big, and nothing is too small, and those ideas that you had, the things that you’ve written down in your journal, the things that you’ve prayed about and dreamed about, they’re actually possible. Let’s dive in and express those. Terrica Strozier Terrica Strozier is a unique individual who likes to call herself the “Special Sauce.” As someone who has worked in both corporate and government settings, she understands the constraints that can prevent people from highlighting their true talents. Terrica believes that everyone has something special about them, something that makes them stand out from the crowd. She is passionate about helping others discover and embrace their unique skills and talents. In a world where conformity is often encouraged, Terrica is committed to helping individuals separate themselves from the masses and thrive as their authentic selves. More on Terrica: Website | LinkedIn | Instagram listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:00 Experienced brand strategist creates unique, successful brands. 05:19 Discovering and marketing your innate talents. 09:09 Consistency and clarity lead to achievable success. 11:21 Ask clients targeted questions for better testimonials. 14:51 Embracing openness to improve skills and talents. 18:37 Overnight success in business takes time, effort. 22:20 Offering comprehensive brand audit and actionable plan. 24:45 Help friends, leave podcast ratings, make impact. Terrica mentions a brand audit in our conversation–find out more about that here ! Embracing Your ”Special Sauce”: Becoming a Category of One Are you tired of blending in with the crowd and ready to stand out in your own unique way? In a world filled with sameness, being a category of one allows you to carve your own niche and highlight the qualities that make you truly special. This blog post explores the concept of embracing your “special sauce”, the distinctive attributes that set you apart, and why it’s essential to market yourself as a category of one. Buckle up for a bold journey of self-discovery and empowerment as you break free from the mold and become the face that the crowd looks up to. Being A Category of One: Carving Your Own Niche Are you tired of fitting into a mold rather than breaking it? In a world that touts online marketing gurus and their templates, “proven” systems that you and your friends have disproven time and tme again, it’s no wonder we’re tired. Ready to stop being a part of the sea of sameness and start carving your own path? If you answered yes to both, then this blog is for you. Welcome to the landmark concept of being a “category of one”. Becoming a category of one is all about highlighting the unique aspects that differentiate you from the crowd. It’s about embracing your ‘special sauce’, the distinctive flavors that make you uniquely–you. In essence, it’s a transformative journey from being just another fish in the sea to becoming the master of your particular oceanic corner. Will this mean breaking from the big-name coaches? Possibly. Or it could mean taking what works, even if it’s only a tiny piece, and iterating, again and again. The Special Sauce Theory The theory of ‘special sauce’ is quite fascinating. It’s about illuminating those unique elements or talents that you possess, which might seem odd or out of place to you but are extraordinary to others. These could be abilities, insights, ideas, or even quirks that you alone possess–elements that set you apart and make you unique. You might not feel these individual attributes are all that unique, but the combination of how you use them always is. For many of us, sometimes they’re like, oh, it’s this weird thing that I do. But for somebody else, they’re like, that’s amazing. I wish I could do that thing. Terrica Strozier While navigating through corporate or government frameworks, these special attributes are often ignored or suppressed. You’re conditioned to blend in, not stand out. Being too loud, having distinctive opinions, or being visually different is often discouraged, making you part of the crowd rather than the show-stealer. When we move into working for ourselves, we have to flip that thinking around. Why You Should Embrace Being a Category of One So, why should you become a category of one? Or, to put it differently, why should you flaunt your special sauce openly rather than blend in? The answer, friends, lies in the power of differentiation. In today’s competitive world, hundreds and thousands compete for a specific job role, business niche, or public platform. Blending in with the crowd is not going to suffice. By embracing your “special sauce” and defining your own category, you create a unique brand that stands out from the masses. Your uniqueness becomes your greatest strength, enabling you to reach greater heights in popularity, reputation, and, most importantly, success. Embrace Your Unique Appeal So, you’re on board with showing your special sauce. Now how do you market yourself as a category of one? You start by acknowledging and owning your distinctive attributes. Embrace elements that make you unique and package them as your ‘special sauce’. Market your unique qualities, abilities, and outlook as your brand’s defining features. Are you an interior decorator who embraces clutter? Show it! Are autumn tones your go-to styling for your everyday wardrobe? Incorporate it. Do you love the vintage ribes? Use those visuals as a springboard. Market yourself in a way that illustrates your individuality and distinctiveness. Over time, this will help create a reputation and identity that is genuinely one-of-a-kind–making you a category of one. The goal is to end in a place where a Facebook chat asking about brand strategists that really get the individual means your name automatically comes up–that is, if you’re Terrica. The Bold Journey of One Transitioning from “one among many” to “one in a million” is a thrilling journey. Like every other iteration of the entrepreneurial roller coaster, you’ll have wins and misses. It will take time to figure out exactly which parts of your special sauce need to be spoken about in what way. The overnight successes of the world weren’t so overnight–we just noticed them all at once. It’s about breaking free from limiting constructs and embracing your true, unique self. This journey demands courage, the audacity to be different, bold, and outspoken. It might not be easy, but it is worth every step. After all, in the end, it will make you not just another face in the crowd but the face the crowd looks up to. These overnight successes are years of people… putting out their content and cultivating their audience and building their authority. Terrica Strozier So, step up, embrace your special sauce, and boldly wear the badge of “category of one”. It’s time to stand out in your own unique way and let the world see you for who you truly are. The Know Like and Trust Show Email Download New Tab Britney Gardner [00:01:07]: Yes. Yes. More people need to hear about this idea, and it's all about being a category of 1. And how how do you market yourself if you are truly In your own category. So Terrica is a seasoned brand strategist and designer with 15 years of experience creating formative brands rooted in simplicity, rebellious spirit, and customer focus. Terrific's unique approach integrates data driven focused design with a comprehensive brand experience that helps her clients stand out in the market. And I've seen in practice and in play several of the brands that she's created, and she is the real deal. So I'm saying not just as someone who, yes, admires what she does, But also really, really admires the way she puts ideas out there and the way she's willing to put things online and work through them even if they don't end up being The things she runs within long run. Britney Gardner [00:02:00]: Right? That is kind of what we're gonna get going. It's a little bit of a teaser of our conversation, so let's dive in. Alright. Terrica, welcome to the No Lake and Trust Show. I'm, really glad that you're here. We've known each other for a while. We've been in a lot of the same circles for a few years now, And, I feel like this conversation might be a little overdue, but we're here. Terrica Strozier [00:02:20]: Happy to be here. Britney Gardner [00:02:21]: Yeah. No. So we had a moment on Facebook or It's I I'm assuming assuming it was Facebook, where you started talking about something. It was a great post. I loved it. I've also used the term category of 1 here and there, you have a really, like, lovely and eloquent post about it. And I was like, yes. You need to come on the show. Britney Gardner [00:02:38]: So I'd love to just dive in, and maybe we can do that with you starting to just Kind of tell the audience what that means to you, that term. Terrica Strozier [00:02:46]: Yeah. Definitely. So category of 1 for me, I like to give my own term, which is Special sauce. People probably heard it before, but it's really fitting for me as a lot of people have Because of either prior, work constraints whether that's corporate or government or maybe even how they were raised, Haven't really been pushed to highlight all the things that are special about them. For many of us, sometimes they're like, oh, it's this weird thing that I do. But for somebody else, they're like, that's amazing. I wish I could do that thing. And that's what truly allows you to separate yourself from the masses That in many places like corporate, you are conditioned to be a part of the mass. Terrica Strozier [00:03:32]: Like, nobody wants you to be too loud, stand out in any kind of way visually or auditory or have a, you know, heaven forbid, an opinion about things that are outside the constraints of The box. So I for me, like, category 1 allows you to highlight all those things that are truly unique and special about you. Britney Gardner [00:03:54]: I love that. And I and I wanna acknowledge a couple things because anyone coming from corporate and then having to market themselves, it's a whole different beast. Right? Like, You were told to blend in. Right? The whole, like, you know, cubicle graveyard, the the gray monotony of the world. Right? Like Yeah. Standing out Maybe didn't get good good reactions all the time if you were in corporates. And, you know, there's probably a lot of stuff to unpack there if you're in that transition. I've not personally done that, but, you know, There's business therapists for a reason. Britney Gardner [00:04:21]: Like, they're a good thing. Outside of that, you know, like, my son was saying something the other day because he's not, like, Sassy preteen mode right now. And he's like, you know, mom, I know there's no I in teen, but there is me. And he was, like, All about it, and he thought he was super clever. He's not all that wrong, really. Like, you know what I mean? He's really not. There's still the me. There's still the me that has to be a part of it. Britney Gardner [00:04:44]: As you leave the team of corporate, you really have to start putting that me out there, and that can be an interesting place to be. Terrica Strozier [00:04:52]: Yeah. It's a difficult place for most people to be, and that's usually when I have clients come to me and we're rebranding. I tell people, like, It can be such a personal process because you're, like, really diving in and breaking away from everything that you've been conditioned to do, which is Not highlight yourself at all. So it's, like, equally a personal process as it is, like, a business process. Britney Gardner [00:05:19]: What's interesting there so, like, we've all done, like, one of those, like, you know, this is a your innate gift test, or we've had that moment where you're like, do you mean everybody does it like this? It's so easy. And the other person across the way is, like, looking at you like you're completely done, and they're like, no. That's not easy. You're just really good at that. You know? And we probably even in corporate or even in, you know, agency type jobs or, you know, if you've ever worked with Other people closely. We've probably all experienced that moments where this thing that feels so natural to us is acknowledged as something special, but that's different than turning around and being able to market it. And I think that's what you're you're really talking about here. So how are you Teasing that out of people. Britney Gardner [00:06:01]: And how are you encouraging and or just telling them what to do to market that in a good way? Terrica Strozier [00:06:07]: It's interesting. I like to say that it's a Blend of 2 things. I have a background in human services, so people and working and kinda getting underneath that Surface is I guess, would be a special sauce of mine. So I've blended that with my branding and my knowledge in the marketing space to then allow people to have that space To truly be themselves. I think when you give people the open space to say, hey. Nothing is too big and nothing is too small, and Those ideas that you had, the things that you've written down in your journal, the things that you've prayed about and dreamed about, they're actually possible. Let's dive in and, like Like, express those. They're like, I can do that? And I'm like, yeah. Terrica Strozier [00:06:55]: This is permission. This is possible. And as they start to really, Like, express it. You're like, oh, this is good. Like, why didn't you just say that? They're like, I didn't know I could. And sometimes people just need the permission to know that it's possible and that other people wanna hear and see the same things too. Britney Gardner [00:07:14]: Yes. I just yes. Everything I I believe in very strongly, I love it, and you spoke it very well there. One of the things that came to mind as you said that is I've had a few clients now over the last couple years who maybe it took a little bit of teasing from me for them to actually acknowledge this out loud, but it's come up in various different phrasing. My favorite way is I shouldn't have to market. People should just know how awesome this is because the person who said this, like, she's really good at what she does, And I agree with her. If the whole world just knew that you could get this from her, it'd be great. But, like, It's one thing to know that you have that special secret sauce. Britney Gardner [00:07:54]: It's a different thing to figure out how to make it less secret. Terrica Strozier [00:07:58]: Yes. It makes me think as soon as you said that growing up, my dad's one of his, like, favorite phrases was like, I'm not a mind reader, Tarek. If you don't tell me, like, what you on, I'll never know. And it's the same thing for for other people, for, like, your audience or anybody who may potentially be a prospect. It's like They're not mind readers. We are inundated with, like, information overload during the day. And so, like, if you don't find a way to Break through that noise and really express what you're trying to sell, what solution you're you're trying to provide. Like, Nobody will ever know. Terrica Strozier [00:08:35]: You can't just say, I have this great website over here. Well, who's gonna find it? How are Britney Gardner [00:08:39]: they gonna know it's there Terrica Strozier [00:08:41]: at all? You have to mark it. Britney Gardner [00:08:43]: You have to market. Yes. I you know, I've ranted about this in in several previous episodes. Like, I get really, Really peeved off at some of the big names, you know, the the business gurus, the girl next door types who are like, you know, just launch your course and maybe do, like, 4 weeks of content leading up to it. And I'm like, Eyes on page. Eyes on page. You have to figure out a plan to get the eyes on page. Like, oh my goodness. Terrica Strozier [00:09:09]: If it was so easy for many of us and though those kind of blanketed statements frustrate me to know in because For the average small business or solopreneur, 4 weeks would not be enough to do Anything but barely you know, barely put you as a blip on somebody's radar. It's like you need months months. Like, these overnight Successes are years of people, like, putting out their content and cultivating their audience and building their authority, and You have to consistently show up and find your clear message. I tell people it doesn't have to be all fluffy and Eloquent, you just have to be able to say this is what I do consistently. And, like, Sure. There's, like, more than one way to do it and different types of content. But to me, in the simplest way, if I can say, I am x And this is what I am, like, here to do, and this is my mission and my vision. If you put that out enough, people will start to get clued in. Terrica Strozier [00:10:16]: It's like, oh, wait. You know, they're really doing something over there, and I'm I'm I'm intrigued. Let me, like, tap in. Britney Gardner [00:10:24]: When someone Has moved beyond the I don't want to market, I shouldn't have to phase. When once they've reached that point of acceptance, shall we say, once they've done that and and they're like, okay. I have this Special sauce. Right? Getting to that category of one status, which for me would mean, like, yes. I am aware there are people who also offer very similar services to me, but they're not offering it in the same way that I am, and they're not combining it in this way that makes it your special sauce. Right? How do You help people express that particular sentiment because there are a lot of people like me who do content. There are a lot of people like you who do, You know, brand consulting and design. Right? But I happen to know you do it in a in a really Unique wonderful way. Britney Gardner [00:11:12]: I know that because I've been in and around you for a while, but but how how does someone, your average service provider type, do that? Terrica Strozier [00:11:21]: So there's a couple different ways. I'm not gonna go the easy way, which somebody will like, just hire me. But What they can do to start off is to if they've had clients, actually go to clients and say because people just ask for testimonials, blanketed testimonials. What was it like to work with me? But ask really, like, targeted questions. What made this, process really either seamless or, you know, Gardner the best result for you. When you were considering other, providers what made you choose me, and that allows that kinda gives you a little spark to say, oh, wait. That's something different. I've been looking at it because we've all we all go and search and try to see what our competitors are doing. Terrica Strozier [00:12:11]: So when people give you something different, you Kinda identified that nobody else put that on their site. K. This is something, and then I'm like, note it down, put it to the side. I also I do a lot of market research. I ask my audience a lot. If they follow me, why do you follow me? I ask people if I helped you or served you any way. Even if it's For content, what have I done? I asked peers like you in groups like, hey. What What do you see in me that you don't see in the market? Because we can only see so much. Terrica Strozier [00:12:44]: And when you start to get those bits and pieces, they start to tell a story. And even if you can't fully flesh out what that is, it gives you the direction in which to go so that if you do hire someone like me, Another brand consultant or brand strategist, they can truly help you kind of, like, flesh that out and build it into, Like a comprehensive brand to, like, kinda move from there. Britney Gardner [00:13:08]: I love that. And and I wanna point something out. What you just talked about, you know, talking with past content taking some time to actually interview them instead of, you know, sending them an email that has 4 generic questions on it maybe. Like, right? We've all done it. No shame. Okay? But, you know, taking that time, talking with peers. We're all busy. So even scheduling time with peers is going to be something that takes a little bit of time investment, spending time on group calls. Britney Gardner [00:13:33]: Like, none of this is quick or easy at all. Terrica Strozier [00:13:39]: I mean, I wish it was, but it isn't. And I I tell people, frequently because a lot of people will come into and, like, Interact with my brain in some type of way or, maybe, like, find my social and say, oh my gosh. Your stuff is so clear and it's so good. And I'm like, This is 7 years in the making. This is not something that I just decided to do, and I finally was like, oh, this is it. I got it. We're good. It's Like, it's been a lot of testing and assessing and doing different iterations and niches and, you know, micro kind of things and, You know, testing my messaging and my positioning and realizing, okay. Terrica Strozier [00:14:19]: Wait. That doesn't work. And even as I grow as Britney Gardner [00:14:21]: an individual and as a business, I'm like, Oh, I do this, and then it's the shifting. Right? I tell people consistently, there's power in in the pivot. Like, you don't have to stay in 1 space. You can move. Well, Nate, I'd love to acknowledge, like, I've seen you put out offers, you know, on Facebook and whatnot. And then, you know, a month or two later, 3 months, you know, whatever the timing is, be like, you know what? That was fun. I really want this instead. This is what I'm offering. Britney Gardner [00:14:51]: And I love How open you are about it because how are we supposed to know, you know, that really good gift that we have, that that gift we've supported with talent and skill building over the years? How are we supposed to know how best to serve our people with it if we haven't tried different ways? Because we might think that we're doing it really, really well, But it could be better if we do something just a little bit different or tweak it in a different offer. Right? But I love how open you've been about this. It's It's been a joy to watch for me, honestly, as someone who's watched you come along the way and grow because you're not afraid of people seeing, I tried this, and I didn't like it. Now we're trying this instead. Terrica Strozier [00:15:27]: Yeah. I appreciate that. Thank you. It's been a journey for me for so long. I was like, I'm just not gonna say anything even though inside my head, I'm like, say something. You know you want to. And I also did it Personally, for myself, but also for other people who were, like, tuning into my content because it's we've been in this, You know, online space and the gurus and other people are just telling you, I just had a 6 figure launch and it was amazing. And you're like, well, where did it come from? You know? And did that offer you just thought of it yesterday and you sold it the next day, like, I wanted people to see what it looks like when maybe you have a great idea. Terrica Strozier [00:16:13]: And maybe either your audience isn't ready for it or the market isn't doesn't it at that point or maybe there's not viability right now. It could be later. I have a treasure fold of offers in the back in that maybe one day will, like, work better than what they're working right now. But for my audience today and how I can best serve, I had to tweak in testings, and I wanted people to see that iteration so they will have confidence that if you put something out, Even with all the marketing and all the strategy and it doesn't work, it's not a reflection on you. Just, like, see what did kind of work in that. You know, tweak it a bit, reposition it, and try again. Britney Gardner [00:16:55]: You know, I gosh. I love that you say that so much. So I'm going to not name a few clients, but tell a story about one of my clients right now because I first started working with her 3 years ago or so. And we worked with each other on, content that she was using in ads to sell an a tiny offer for lack of better terminology. And, eventually, we decided to table that offer, and we've been in and around each other ever since. We're we're friends outside of clients as well. And that all came from just being in the online world. Right? Eventually, she came back to me and said, I am finally ready to start a podcast. Britney Gardner [00:17:29]: I need a content plan. So I have, You know, weeks of topics mapped out because she's trying to do this while running a full fledged business as we all are. Right? So she came to me for that, and she Spent a year building out the foundation. She's got lots of good content. She's got over a year podcast episodes ready in the belt Sitting there. So now as she's moving back into an ad supported traffic strategy, she actually has something to direct the people to. But and this is wonderful. Like, I've truly, it's been a joy working with her. Britney Gardner [00:18:01]: We have a great relationship. And, also, At one point about a year ago, I had a potential client who wanted a reference, and I gave her as a reference. And That client was really, like, digging in, but, like, what results has Britney gotten you? What results? And she's like, well, we are in a Foundation building phase right now. So she's like, it doesn't look like anything's happening right now. She got me early results with this other thing, and that's great. But we both know that right now, what we are doing isn't going to look like anything is happening, that we have to get to the other side. And, you know, not everyone's ready to hear that. Terrica Strozier [00:18:37]: Yes. I as you were talking, I'm nodding my head because I've Gardner with other marketers and worked with other service providers, and this is a common theme where A lot of people have either been prepped or groomed for this overnight quick success. And once we step out of the online world To regular business, brick and mortar, your Walmarts, your Targets, your mom and pops, nothing is overnight. These people have been business, You know, decades, and it's a lot of work of a lot of failures, a lot of, you know, rejigging, Starting again, rebuilding, as you said, foundational work to kinda get you where you wanna go. And I love that you illustrated that story because it showcases in more than one way that, like, it's okay to just work on the foundation while you're building something else that you don't have to have something together in a month or 30 days or 90 days or any of these arbitrary time frames that it has to fit for you and for the goals that you want for your business. Britney Gardner [00:19:50]: When someone gets that, when they're willing to put in the work and know that it's not going to be this, you know, Overnight success deal. Right? Yeah. I've seen such amazing things happen. And and it's you know, like I said, we've known each other. We've been in the same inter Internet online circles, you wanna call it for a couple years now. So I've been able to see the progression of some of the people that you've worked with. I've been able to see the progression, obviously, of my own clients. And the people who stick with it, not just consistently showing up, but consistently putting out offers, consistently working on their brand, and just really carving out That differentiated way so that they can actually claim the category of 1, you know, marketing status. Britney Gardner [00:20:28]: It's been really amazing seeing Great things happen for them. Terrica Strozier [00:20:33]: Agreed. And it's interesting you say that. I commented on a post that I made recently where I asked Everyone to rank their brands, how they felt about them from 1 to 10. And there was an individual marketer I really, Respect. Her name is Sarah Moon, and she put that it was a 10. And a couple people are like, I love your brand. And she said, it took me 11 years to get here and But mine is the time frame. Like, with time, your brand becomes just better. Terrica Strozier [00:21:05]: It's like Like, Asian wine or I gave a I responded to that post, and I said it's like a great bread recipe. Right? Like, you Don't make the best loaf immediately. You're tweaking and testing and you gotta rise and go back and it's but once you get it, you're like, Oh, this is it. This is like it's everything. Right? So that's how, like, branding is. That's how marketing is. It takes time, but the more time and consistency you put into it, the better result you get at the end. Britney Gardner [00:21:35]: I love that. And I think that's a really Great way to kinda close this, whole interview out just with that positivity that it will take time. And, yeah, there's probably some environmental factors that make The occasional loaf, you know, flop. The rise isn't good. You know? You know, maybe all of my loaves have flopped Every time I've tried to make bread, and I just don't do it anymore. But, you know, like, there's there's real things. Right? There's real things that can affect our offers and our marketing. And so long as we Stick to it. Britney Gardner [00:22:04]: We keep working on it. We tweak that recipe a little bit. We will get there if we don't quit. I love that sentiment. So, Terrica, thank you. I know that there are obviously ways to work with you. I know I've seen that you've got brand audits as an offer lately. Will you just tell us a little more about that? Terrica Strozier [00:22:20]: Yeah. I've created this container of a brand audit because after working with many clients and just kinda Giving advice in different spaces, I've really observed that people really need to have a comprehensive idea of where they are currently and actionable steps how to get to the next phase that they want to, whether that be a blend of personal and business goals. And to be honest, rebranding isn't always a solution for everybody. Sometimes it's just, like, actionable Tweaks in your business right now because some of the smallest steps make some of the more massive results that you need. So I wanted to create an offer that wasn't just I just need a rebrand. So I have a brand audit right now. I take a look at the full gambit of the business from websites to sales pages to client experience, the full customer journey. I give a video overview of everything as well as an action plan paired with that and then a follow-up 1 hour session for final, like, q and a's and any type of, additional, like, assistance that people need. Britney Gardner [00:23:33]: Perfect. Oh my gosh. As tempted as I am to be like, yes. I'm your next client on that. I just I know the wealth of experience that you bring to that information, and I've always benefited personally from someone who I respect and trust, obviously. He being like, I know you think you're showing up like this, but what it actually looks out like is this. And I think that's exactly what you're delivering for people. So friends who are listening right now, this is this is an amazing offer. Britney Gardner [00:23:59]: You should go check it out. We'll have links obviously in the show notes to all of Terrica's stuff. And, Terrica, I just wanna thank you for The the time that this conversation, was the investment and and just for sharing so much information with us. Terrica Strozier [00:24:12]: Oh, you're so welcome. It was a great time. Britney Gardner [00:24:15]: Alright, friends. I hope that you enjoy that as much as I did. I really, really love what Terrika stands Or and I think that you guys can all learn something from this conversation. Hopefully, even just a little bit of what I learned from it. See you in a couple weeks. If you found value from this episode, there are 2 things you can do to thank me. The first is share it with a friend. If you enjoyed this episode, you learned something from it, odds are you know somebody who needs to hear this message. Britney Gardner [00:24:45]: I do truly believe that a rising tide lifts It's all boats. And if you help that friend with something that they need to do, we're gonna have less crappy marketers out there, which means less scams, And we get to help more people in those ways that we uniquely are meant to help them. The second thing you can do is leave a rating on whichever Podcast app you are listening to the show on right now. Doing that helps me reach more people, getting again the same great information out there, and we all make a better, happier, effective, and ethical world as a result. Thanks so much. See you guys in a couple weeks. Scroll back to top Sign up to receive email updates Enter your name and email address below and I'll send you periodic updates about the podcast. powered by Music by Michael De La Torre . Thanks, Mikey! The post Creating a Category of One Brand Experience with Terrica Strozier appeared first on Content Strategy by Britney Gardner .…

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

1
The Downside of Repurposing: Understanding the Pitfalls and Benefits for Micro Businesses 16:56

1 year ago16:56

16:56

In this episode of The Know, Like & Trust Show, we’ll be exploring the downside of repurposing content. We delve into the topic, highlighting the importance of thoughtful and strategic repurposing. Britney emphasizes the need to ensure that the original content is effective before repurposing it, shedding light on the potential pitfalls of distributing content that may not be resonating with the audience. Throughout the episode, she draws colorful analogies, including a quirky comparison between content and managing pets, to drive home her points. Britney also offers practical advice on how to measure and assess the effectiveness of content, guiding solo service providers on a journey towards achieving an “uncommon content golden zone.” Tune in to discover the keys to successful and impactful content repurposing in this insightful and engaging episode. [Content repurposing] can become a bigger problem when you’re reusing that content in different ways because you might end up tanking your social following on one of your channels if you keep pushing this content piece that isn’t doing well. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 01:40 How repurposing content can have a downside. 05:16 Repurpose content to reach larger audience. 07:52 The phrase polishing a turd relates to content very well. 11:17 Repurposing content across channels can hurt your following when not done correctly. 14:12 Before repurposing, check for success signs. Thoughtful Content Repurposing Before we delve into the nitty-gritty of repurposing content, let’s be clear about one thing: there’s a downside to repurposing. And that’s exactly what we’re going to discuss today. Look, I’m all for repurposing content – in fact, my main offer is helping service providers like you utilize evergreen content in smart ways so you can escape the content creation hamster wheel. But there’s a catch, and it lies in one sneaky little word: thoughtful. Many tend to gloss over this word, possibly because being thoughtful implies intention and strategic thinking–more than you might want to invest. When it comes to repurposing, you might feel like you’ve already put so much effort into content creation that you just want to repost something and call it a day. Well, I hate to break it to you, but that’s probably not enough. The 3 R’s of Repurposing: Reuse, Repost, and Recycle. Now that we’ve established the importance of thoughtful repurposing, let’s briefly discuss the three R’s of repurposing. Why? We need to be on the same page of what repurposing is before we can talk about how to do it well. For a comprehensive overview of this topic, I recommend checking out the full blog post titled “ The Complete Guide to Repurposing Content with Examples .” It’s specifically designed for service providers like you who don’t have massive teams or extensive resources. Recycling Content is One Type of Repurposing The first R is recycling – my personal favorite. Sometimes, you publish content that feels good and gains traction, but it doesn’t quite reach your entire audience. This is when I like to refurbish it with a fresh intro or a different hook. By doing so, you can breathe new life into your work and ensure it resonates with more people. So remember: while repurposing content can be an effective strategy, it’s crucial to approach it thoughtfully and intentionally. That way, your efforts will truly pay off in reaching and engaging your target audience. It’s important to recognize that not every story or analogy will resonate with everyone. For instance, I often use anecdotes about raising chickens, homeschooling my children, and lessons learned from special education with my son. However, some people might not be interested in these topics and could potentially tune out before reaching the main point of the content. One way to overcome this issue is by recycling content and replacing a story or analogy with another one. It can help recycle the main idea and make it more appealing to a larger audience segment. Reuse Your Content In A New Way Another method involves reusing content in a different way, making it more suitable for various platforms. For example, you might have a blog, podcast, or video channel where you post your primary content piece. You can then take elements from this piece and adapt them for platforms like LinkedIn, Instagram Reels, or TikTok. This allows you to reach people who may not spend much time on your main content channel but are active on other platforms. Remember that most of us hang out in more than one place online. We have our primary content publishing channels but also use other platforms to build relationships and attract attention to our work. It’s essential to adapt your content accordingly and play by the rules of each platform’s algorithm. Repost Content As Is The “easiest” way to repurpose content is simply reposting it as is. There are several reasons you might want to do this: It’s been a while since your audience has seen it. Even if they’ve seen it in the past, it’s possible they weren’t ready for the content then or have forgotten it before it’s need for their current situation. Think of it as giving them a refresh. You have newer members of your audience that have not seen it before. This particular content is needed as foundation for newer content. What Happens When Your Idea Isn’t Resonating While we don’t intentionally create “bad” content, sometimes an idea we love just doesn’t give us the expected results. Let’s face it, sometimes that big content piece on your main channel might not be resonating with your audience as much as you’d like. Perhaps they’re not ready for the information, or maybe you’ve tried various hooks and analogies without success. Whatever the reason, you could end up with a less-than-stellar content piece. Now, bear with me as I use an unconventional analogy. We’ve all heard the phrase “polishing a turd.” Repurposing a large “turd” into smaller ones won’t change its overall quality. In fact, 100 small “turds” might be worse than one big one. To illustrate my point, let’s briefly discuss chickens. When someone says they’d love to have chickens but think they’re too much work, I’m often surprised. To me, owning a dog requires more effort than maintaining chickens, and many have dogs without questioning it. My husband has devised a once-a-week system for our chickens – refilling their water and food tanks and dealing with their waste. It’s not that hard compared to taking care of a dog that needs multiple walks a day and constant attention. Every pet owner can probably relate to one universal truth: if you don’t deal with the poop, things get messy. Fast. All those pet turds aren’t so bad one at a time. But leave a bunch out? It’s a problem. Finding A System That Works For You Not only do those smelly turds attract pests and introduce disease, but they also serve as a metaphor for content management. (Bear with me here.) Just like cleaning up after your pets, managing your content requires regular attention to avoid a buildup of mess – or in this case, poor-quality content. So, what can we learn from this analogy? Just like managing chickens and dogs, effectively reusing content is about identifying the good pieces and the bad pieces–the turds–before it becomes to difficult to sort through them. Regularly Measuring Your Content Is The Key To Repurposing Well Now, I know what you’re thinking: “This might be the grossest podcast episode yet.” But stick with me because there’s an important lesson here. Regular maintenance is essential in many aspects of life, from hosting parties to bookkeeping. And yet, when it comes to content management, people often neglect this crucial practice. Take the time to assess your content and identify opportunities for improvement before diving into repurposing it in different formats. Without regularly measuring your content’s performance, it becomes difficult to weed out the low-quality pieces – the turds, if you will. And then when someone suggests measuring thoughtfully and consistently, it feels like an overwhelming task because it hasn’t been maintained over time. As a result, when people hear about repurposing old content to lighten their marketing load, they love the idea – until they unintentionally end up repurposing a “turd.” This issue extends beyond simply reposting one big piece of content across multiple platforms; it applies to every aspect of content management. How To Measure For Effective Content Start by looking for non-measurement signs that your content is resonating with your audience. Are people talking about the ideas you’ve presented? Do your clients seem familiar with the concepts even before working with you? These subtle clues can be a goldmine of information, helping you pinpoint which content deserves a second life. Don’t forget to also check the numbers. Your social media app statistics, dashboard data, or any other preferred method of measurement should be part of your evaluation process. By paying attention to these insights, you’ll have a better understanding of what works and what doesn’t. One effective strategy is measuring your content’s ROI. This helps you identify which pieces are working hard for your business and which are falling flat. A content ROI dashboard can be invaluable in this process. Adding Content To Your Evergreen Rotation You don’t want to end up simply recycling lackluster material. (Because, let’s face it, no one wants to read something that feels like a reheated leftover.) To avoid this pitfall, it’s crucial to take a step back and assess your content’s performance before deciding to give it a makeover. So remember: just like dealing with pet messes, staying on top of your content requires regular attention. Don’t let yourself get buried under a mountain of outdated or low-quality posts – or worse yet, inadvertently repurpose one! Key Takeaway: Measure your content to avoid falling into the trap of relying on underperforming pieces. Only add a piece to your evergreen rotation once you’re sure it’s a winner. The Upside to Repurposing Your Content Now, let’s not focus solely on the doom and gloom. There is an upside to repurposing, particularly for solo-ish service provider businesses without dedicated content teams or PR departments. It may seem like a heaven-sent gift when you can transform a single video or podcast episode into multiple forms of media. And it can be – if you’re measuring your content and ensuring it has a positive impact. Remember, your content should always be doing one of two things: nurturing your audience and generating leads. By measuring these aspects, you can make sure your repurposed content is truly serving its purpose. In summary, don’t shy away from repurposing content – just make sure you’re working smart by measuring its effectiveness and focusing on pieces that genuinely resonate with your audience and drive results. Once you’ve confirmed that, feel free to repurpose away and watch your ideas flourish in new and exciting ways. FAQ How should content creators approach repurposing content to ensure it effectively reaches and engages their audience? Repurpose with purpose. Like a chef forming a gourmet dish, transform your content thoughtfully. Measure its effectiveness regularly (setting up automation helps!) to ensure it’s still relevant and serves your audience a fresh, not stale, experience as you nurture your current and grow new audiences. What are the benefits and challenges of repurposing content? The benefits and challenges of content repurposing show the thin line between clever repurposing and lazy déjà vu. While repurposing offers the allure of lighter content creation investment and extended reach, challenges arise when it doesn’t quite hit the mark. It’s like recycling a lukewarm excerpt from a bestseller—still lukewarm. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post The Downside of Repurposing: Understanding the Pitfalls and Benefits for Micro Businesses appeared first on Content Strategy by Britney Gardner .…

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

1
The Content Easy Button 12:43

1 year ago12:43

12:43

In this episode, Britney discusses the concept of the “Content Easy Button” and how it relates to marketing and repurposing content. She emphasizes the importance of strategic content planning, showing up authentically, and honing in on what works to create a consistent flow of clients. We cover soloists and content creation: Importance of content for soloists Challenges faced by soloists with limited time and a small client base Embracing a content creation process for continuous business growth You have to build a freeway to get people across the city in a timely manner. You have to connect streets so people can go there, and that’s what marketing does for your audience, it gives them the streets and the highways to go on so they can get to you faster and then get to that big change that will turn corners in their lives. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:56 More time between episodes allows better content. 02:42 Why do we need to market at all? 05:20 Effective, standout content; repeatable and measured success. 07:32 Content marketing: work, strategy, relationship building. 11:06 Help is available for anyone struggling; reach out. The Content Easy Button: For Those Who Believe in Their Work For soloish entrepreneurs and seasoned marketers alike, the struggle to effectively market our content can often be a thankless task. We believe in our ideas and the remarkable services we have to offer, and it’s natural to question why we should have to put in the effort to market them. Shouldn’t people just instantly recognize the value we bring? Shouldn’t they be eager to work with us if they truly understood the transformative potential of our big idea? In our minds, we imagine an elusive tool called the Content Easy Button – a magical solution that effortlessly generates engaging content and does the marketing for us, attracting clients like moths to a flame. If only we could find this easy button, we could breathe a sigh of relief knowing that our content creation and marketing efforts would be taken care of in a flash. But as we entertain these fantasies, we must confront the reality that marketing is an essential part of getting our ideas seen and heard. As much as we believe in our products or services, they won’t magically reach the right audience without our marketing efforts acting as a bridge. What is the Content Easy Button? As soloish entrepreneurs and established marketers, we’ve all been there, wrestling with the idea of making our content work for us. After all, we’ve got compelling ideas and incredible services to offer the world. So why should we have to market it at all? Shouldn’t people just… get it? Wouldn’t they indeed be chomping at the bit to work with us if they knew how transformative our big idea could be? Sometimes we believe so strongly in what we offer and the service we’re putting out there, that it’s almost hard to understand why we have to market in the first place. You’ve probably imagined this elusive Content Easy Button a la the Staples commercials, the magical tool that produces engaging content that markets for you, reeling in clients effortlessly. Ideally, we’d all have that magical tool, bang on it, and boom, our content creation and marketing would be done. Why We Crave the Content Easy Button The desire for this easy button stems from our confidence in our product or service’s transformative power. We believe so strongly in it that marketing feels extraneous–as in, yet another extra thing that isn’t necessary. You’ve probably thought, “Why should I have to market my service? If people knew what I offer, they’d want in!” Reality Check: We Need Marketing As beautiful as this concept might be, we must acknowledge that our brilliant ideas and life-changing services don’t just appear on people’s radar. Like highways and streets head to your house, marketing constructs a path for your audience to reach you. It’s the crucial connector between your big idea and the people who need it. In this age, we all know that content is king, and effective content marketing can significantly boost your business. But let’s face it; we are busy helping people and improving lives. As much as we crave the easy content button, content creation might often get pushed aside due to our packed schedules. Content: A Vital Marketing Tool At this juncture, let me remind you that we’re in business to support and enhance our lifestyles, not vice-versa. Content, in particular, plays a pivotal role in effective marketing strategies. We understand that creating valuable and engaging content is a key driver of business success. However, with busy schedules and a focus on helping others, finding the time and energy for content creation can often be a challenge. The closest thing to a content easy button is putting the three parts of the Uncommon Content framework into practice. Navigating this dilemma requires a delicate balance between growing our businesses and maintaining a fulfilling personal life. Our aim is to support and enhance our lifestyles through our entrepreneurial activities, rather than being consumed by them. Finding ways to make our content work better for us is a worthy pursuit. It’s easy to push off marketing and content when you have a full roster. But having a pipeline of people ready to go and fill that next opening? That takes a huge load of stress off. So, whether you’ve been contemplating the existence of the Content Easy Button for some time now or if it’s a brand new concept to you, the fact remains that it’s a topic worth exploring. As entrepreneurs, we should continually strive to improve how our content connects with our audience. Our big ideas have the potential to change lives, and by mastering the art of content marketing, we can build the necessary bridge to bring these ideas to those who need them most. Key Takeaway: Creating content with your best client in mind is the number one goal, test, and filter for how + why you create content. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk Music by Michael De La Torre . Thanks, Mikey! The post The Content Easy Button appeared first on Content Strategy by Britney Gardner .…

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

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Image Presentation in Content with Angela Foster 26:15

1 year ago26:15

26:15

In this episode of The Know, Like & Trust Show, host Britney Gardner interviews Angela Foster, a petite style coach, on the topic of image presentation in content. They discuss how to create a wardrobe that represents personal or business brands, choosing comfortable yet professional outfits for video content, and the importance of breaking down different aspects of our lives into “buckets” for easier wardrobe management. Pick a signature and then really make a point of doing it every time you’re visible. Angela Foster More on ANGELA FOSTER: Website | LinkedIn | Instagram listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: 00:00:57 Editor-turned-fashion-consultant helps petite women dress confidently. 00:05:22 Social media week: selfies, behind the scenes, life’s buckets. 00:13:06 My personal style doesn’t translate on camera. 00:17:33 Outshine competition by being consistent and memorable. 00:19:42 Colorful client logos brand visibility, start there. 00:21:52 Confidence boosts my own productivity. Unlocking Brand Visibility Through Consistent Personal Style Welcome to our blog post, where we delve into the quirky relationship between personal style and brand visibility. While it may be a seemingly insignificant factor, the power of consistency in personal style cannot be underestimated in enhancing brand recognition. Whether modifying accessories or switching up hairdos, maintaining a consistent overall style can make you instantly recognizable and leave a lasting impression. In this post, we explore the importance of mastering your signature style, striking a balance between authenticity and consistency, and how embracing your personal style can help your brand shine amidst the saturated market space. So, let’s dive in and discover how consistency in personal style can open the doors to enhanced brand visibility. Consistency in Personal Style: Key to Enhancing Brand Visibility Ever thought about the relationship between your personal style and your brand’s visibility? It may be an afterthought, but maintaining a consistent personal style can be highly effective when it comes to brand recognition. And since this noisy internet age means we sometimes have to show up twenty-three times before we’re remembered, anything to quicken that pace is worth paying attention to. The Power of Personal Style Picture this: A petite style coach who wears the same outfit, but changes her accessories or chooses a different lipstick shade. Despite repeating the same outfit, she never looks monotonous because she knows how to modify her style. Even while switching between varying hairdos or makeup looks, the consistent overall style provides a sense of familiarity that makes her instantly recognizable. Mastering Your Signature Style Now, think about two different looks for video shoots. One day, you’re a polished professional with light makeup and statement earrings. On another day, you might be the approachable, down-to-earth persona, just chilling on your sofa without any makeup and conversationally addressing your audience as if they were friends visiting you at home. Both looks are distinct yet cohesive, conveying the versatility of your personal brand. Quality Over Perfection Remember, consistency doesn’t mean perfection. You don’t have to have a full face of makeup or a designer outfit to make your personal brand shine—just be you. Ensuring your followers see you consistently can be more beneficial than projecting an image of perfection. What you’re ultimately striving for is the mastery of your personal style over the perfection of appearances. Balancing Authenticity with Consistency Here’s the thing, though. You want to stay true to yourself while maintaining style consistency. If your brand reflects an image of a girl-next-door, ensure that your personal style aligns with that image. Likewise, if you’re promoting a high-end luxury brand, communicate it through your sophisticated personal style. Different Strokes for Different Folks Everyone’s different, and what works for some might not work for you. For instance, some people are perfectly comfortable revealing their post-hot yoga sessions, complete with sweat and exhaustion. If you’re not one of them, that’s perfectly okay. At the end of the day, authenticity matters. It inspires confidence, which will naturally enhance your presence and visibility. Identifying Your Style Signature As a marketer, you know how saturated the market space is, and making your brand stand out in this sea of noise is not easy. Identifying a signature style can be one way to do that. Once you have your signature style in place, stick with it and let it do the magic. From a professional standpoint, you might need to see the same thing many times before associating it with a brand. Therefore, having a consistent signature style can help to fast-forward that recognition process. The key takeaway? Embrace your personal style, remain consistent, and watch your brand visibility grow. Remember, no one can do you better than you! FAQ What are the different buckets of life that require different types of clothing? The different buckets of life that require different types of clothing could include work-related activities such as in-person conferences and keynote presentations, branded photo shoots, social media activities like selfies and behind the scenes content, and daily tasks and responsibilities. Is it necessary to have a variety of outfits for video content, or can you get away with wearing the same outfit? Whether it is necessary to have a variety of outfits for video content depends on the niche and individual preference. While some may feel the need to switch up their outfits to present variety, most viewers are focused on the content itself rather than the clothing. Adding small changes like accessories or hairstyles can provide diversity without needing multiple outfits. The Know Like and Trust Show Email Download New Tab Britney Gardner [00:00:57]: After 20 years as an executive in the fashion and beauty space, Angela Foster now helps high achieving petite women, just for the record, yes, that's me, feel more confident by creating a closet they love. Her clients show up prepared and confident to brand photo shoots, keynote presentations, and everyday life because they enjoy a wardrobe filled with clothes that fit their height, flatter their body shape, and That they love to wear. Now that's Angela's official bio if you can't tell. I wanna point out, we're not just talking about how to choose clothes. Because when it comes to showing up in content and particularly in video type content, there are ways to do it where you don't feel like You have to do all of this work before you can even start creating content, and that was why I was so excited to have her on the show. I'm not gonna tease anymore. Let's hop into the interview. Angela, welcome to the Know, Like, and Dress show. Angela Foster [00:01:45]: Britney, thank you so much for having me. I've been looking forward to this conversation for Weeks now. Britney Gardner [00:01:51]: I know. Right? It's, you know, it's it's funny when you connect with people mostly online. Right? And you you go back and forth. You're like, well, what if we could do And then Yes. Well, what if we added that? And and then, yeah, weeks of looking forward to it. And now we're here. We gotta gotta share all of that planning with everybody else. Angela Foster [00:02:08]: Absolutely. Britney Gardner [00:02:09]: So I am really interested in diving into the conversation, but we gotta frame it up a little bit first. And to do that, a petite Style coach. Let's give, like, the the sound bite version of what that means exactly. Angela Foster [00:02:22]: Oh, a 100%. So petite is 5, 4, and under, which is 44% of the US population. So that's the first thing. I work with executives, entrepreneurs, High achieving who either, a, don't like to shop or, b, don't have the time to shop. And I help them put together a wardrobe that represents either their personal or their business brand. So it's a little bit different than, like, a personal shopper at Bloomingdale's where you would go in and all they would gather is from their particular retailer. So we have a lot more access, obviously, to different brands and different retailers and all of that. And then in in addition, you know, be the whole petite and knowing how to dress and all of that can get so Funny because nobody ever really teaches us how to dress for our body shape or anything like that. Angela Foster [00:03:10]: Like, we graduate from college. We get a credit card. We need 5 outfits because we Start a new job on Monday, and we just go out and buy whatever. And so then we end up with a lot of, like, a closet full of nothing. Like, How many times have you said I have nothing to wear? So I try to teach my clients how to shop and what looks great on them So that when I'm not around, they can shop for themselves. Britney Gardner [00:03:32]: So I love that. And I've worked, you know, as a former photographer. I've worked with People in this field in the past, but I still find myself as as an entrepreneur who's, you know, at this point, more like More or less just bust up, right, on camera and and things like, what can I wear that's that's, 1, comfortable for me to, yes, sit in my office chair, fancy and expensive, though it may be? Angela Foster [00:03:57]: Right? Super fancy. Britney Gardner [00:03:59]: Yeah. Like like but comfortable To go from here and then just because of my unique, you know, life case use situation, you know, I'm homeschooling my kids. I'm often running around to, You have an OT appointment to swim lessons. And then I'm coming home, and I'm working for an hour and a half while I have a pocket of time. And then I'm going and Well, you know, we're in, like, food preservation mode over here right now, so then I'm going to can some pear sauce and apple sauce. And I don't wanna get my nice fancy clothes All messy in the apron only covers so much. And, like, I'm totally stream of consciousness in here, but how how does that change the conversation? Because most Of the people listening to the show, even if they're not canning or running out to collect their chicken's eggs, they're probably not just sitting at their office desk the whole day. Right? Angela Foster [00:04:47]: Absolutely. Absolutely. So, Britney and I would have to say a 100% of my clients experience the same thing. No matter If whether it's, you know, the food thing or kid thing or whatever. It used to be so easy because we would go to work, and we would have a section of our closet that was just for work clothes. And so on Monday morning, when we're getting dressed, we would know exactly where to go, and we would know it'd be appropriate. But now, especially, like, you and I and your listeners and my clients and all of that, work has become different buckets. Right? It's, I'm filming a video, so I have to represent my brand. Angela Foster [00:05:22]: I am going this is my, like, social media week, So I'm doing a lot of selfies and a lot of behind the scenes things and all of that, and then all the other stuff that we have to do just to keep life going. So When I talk to my clients about this, my biggest takeaway is instead of looking at it as 1 big section of your closet being these are my work clothes, Look at it as what are the different buckets that your life requires now, whatever those are, and focus on one of those at a time, and it makes it so much easier. I mean, there are absolutely things like for you when you're in your office, you wanna look nice, but you wanna be comfortable. So then let's talk about material. Like, you know, you're not gonna wear, like, starched heavy cotton. It's too restrictive. It wrinkles too much and all of that. So But we break it down that way, and it makes it so much easier because instead of being one overwhelming sesh section, it's like Little buckets. Angela Foster [00:06:13]: And if you're on video 2 times a week or 2 days a week, you only need 2 or 3, 4 outfits. It makes it easy. It just breaking it down like that. Britney Gardner [00:06:22]: Yeah. No. I like the bucket idea because I may talk about content in terms of buckets too. Like like, which bucket does this fall into? And if it was gonna spill over, which Bucket would it spill over into. Right? You know? So makes total sense. So I have another question. And, of course, this is like me Personal, like, digging into the curiosity here. When you're talking about, like, 2 to 4 outfits, Right? Do you have I mean, if you're on video. Britney Gardner [00:06:49]: Right? We're doing videos pretty often, most of us at this point. Angela Foster [00:06:53]: Yes. Yes. Britney Gardner [00:06:54]: Is it okay if people only see us in 2 outfits? Is that alright? Angela Foster [00:06:58]: Okay. So I think that is dependent on your niche. For me, I feel like I have to Change. Even if it is a con like, if it's a content batching day, as a style coach, I feel like I don't want them to see me in the same outfit all the time. Even if I just have to mix up, like, the jacket or the sweater I have on or the earrings or the accessories or whatever, but for you, when it's When you're talking about, you know, visibility and all of that, I mean, you look great. Who cares? And not only that. I think the majority of people, they don't even pay attention to what you have on. Do you know what I mean? They're, like, focused on what you're saying. Angela Foster [00:07:35]: So yes. So, I mean, it's for us. But, yeah, I think it just depends on the the niche. And I would say 99% of the niches, unless you're a petite style coach, you could probably wear the same outfit all the time and nobody would even notice. But you can switch it up like earrings or wear a different lipstick or do your hair a little different way or something like that just if you feel like, Wow. I look the same in every video I've done in the last month. Britney Gardner [00:07:57]: I've got, like, 2 looks to my videos. I've got More or less what I'm doing right now, I'm wearing some makeup. Maybe not a full face, but, like, some makeup, and I put earrings on. And this is, like, the Britney trying look. And then there's the what I pulled last week, which so I was sick. I had, like, a sinus infection all last week. And, you know, I Still had to do a couple things where my face showed up, and I just rolled with it. Yes. Britney Gardner [00:08:24]: I'm not wearing any makeup. Yes. I'm definitely sitting on my couch with a blanket pulled up all over me. And I just be like, hey, y'all. So this is where I'm at right now. And you know what? I for me, this works. Right? I I talk about we show up consistently even if it's not perfection you know, mastery over perfection. Right? Angela Foster [00:08:41]: Yes. Britney Gardner [00:08:41]: And I'd love to hear your take from a style perspective. Right? Like, There is the idea that I have a couple, like, go to outfits for my filming days, and I love that. I love knowing that I've got kind of, like, that decision made. It takes that analysis paralysis Out of the picture. Right? But what's your take on this? Like, how much does it detract from your brand, If you will, to just be like, I'm not trying today, and I'm still showing up. Angela Foster [00:09:09]: That right there, what you had said, it just plays so perfectly into What you tell us every week when you show up. Do you know what I mean? It's that it is, like, I'm here because this is what I tell you to do, and this is what I'm doing. Right? So I think it works completely. I think that's the big deal. Like and and you talk about it too when you speak about, like, oh, there are those, like, The I can't remember what all you call them, but, like, there's the girl next door who's like Britney Gardner [00:09:34]: Oh, yeah. Angela Foster [00:09:34]: Yeah. You can do it. I'm you I mean, that type of thing. It has to make sense for you And what your business is and what feels comfortable for you. Right? Like, I see all these girls, and they're like, oh, look how authentic she is. She just got out of hot yoga, and you can still see the Beads of sweat like, okay. That's great. And I applaud them for their self confidence. Angela Foster [00:09:52]: That's not me. Like, I'm not gonna show up after my hot yoga class. So I think so much of what you speak to about being visible and all of that, it comes from confidence. And if you're okay being sweaty and in your car after a yoga class, Go for it. You know what I mean? If you're not, then don't do it because it won't come across that way anyways. When I'm talking to my clients about showing up as their brand, there's A couple of things because we both know. Everybody listening knows. It is incredibly noisy out there. Angela Foster [00:10:22]: And Once you figure out what it is that's gonna make you stand out, then you just need to stick with it. So, for example, if you have those 2 outfits And you're okay doing a video on the couch or, you know, so and so is okay doing it after yoga, that's terrific. But try to come up with what your signature is. And the way I look at it is this. So, you know, they used to say I have to see something 5, 7 times before I recognize it or whatever, and now it's 20 3,000 times, and I still don't remember the girl's name. I don't know. But we look at it. We say, okay. Angela Foster [00:10:55]: So for example and I'm just gonna use a client that I have as an example. So she is absolutely amazing. She's an interior decorator. She's incredibly visible. She has one of those deals where She's doing, like, quick little reels when she's on-site doing an install, or she'll be in client meetings and that type of thing. So We sat down when we were first talking about, like, how she can show up and represent her brand, and we said, okay. So you're in all of these different situations. What's gonna be your signature? What's gonna be that thing that I start to before I ever remember your name that I start to recognize you by just because every time I see her, it doesn't matter where She's at, she has on a scarf, or she has on an amazing pair of earrings, or she has a great ring on, or whatever. Angela Foster [00:11:41]: What is it gonna be? And it has to make sense with the job because it can't get in the way. It has to be comfortable, and you have to like it because you wanna show up with whatever your signature is Every single time you're being visible and representing your brand because we were talking about it before. We're competing against companies who have a lot more money than we do, Have a lot more resources, have tons of time to spend on social media, and tons of money. We have to Stand out, and that is one of the best and easiest ways we can do it. So I always encourage my clients, pick a signature and then Really make a point of doing it every time you're visible. Britney Gardner [00:12:19]: So, you know, the the thing about this is and and this is something I actually struggle with. Even though I am confident and I can show up looking pretty much like crap, honestly, I'll still show up. I'm cool with it. But How we show up on, you know, selfie camera. You know? It's and this is this is not necessarily even, like, a petite woman specific thing. We're we're we're holding the camera on our hand, on our phone, you know, if we're doing, you know, like, an Instagram story or a live type thing. Or we're sitting in front of, you know, some camera that's mounted to the top of our laptop screen, and it's like doing you know, if you were actually watching the video recording of this, of this. It's doing what we're doing right now. Britney Gardner [00:13:06]: Like, you can see just above my bust, my full head, and, you know, a square around it. Right? And one of the things I struggle with is a lot of these style things that I like for in person things are clean lines, but maybe, like, geometric things, things that have, like, you know, a gather at the waist or, You know, a a a Nipton area here, but that's not gonna show up. It's really you know, maybe it's a really unique, you know, blouse or sweater. Right? It's not going to show up on the way I show up on camera. So if that is my personal style, shall we call it, It's not translating to what I'm doing for business. So so how do we do this? I mean, I do have a very extensive collection of earrings, but I don't wanna be just the girl that shows up with fun earrings. I I like my clean lines. I like my kind of, like, modern take on geometric, but, like, pattern free and solids, and it's not translating, though. Britney Gardner [00:14:08]: Like, how do I do that? Angela Foster [00:14:10]: So, Britney, first of all, let me give you a huge shout out because everything that you said is so perfect for short girls. Clean lines and nip so Brilliant, brilliant job on how you're showing up in person. So let's think about this. Like, if I said, Mel Robbins, what would you think of? Just from an appearance standpoint. Britney Gardner [00:14:29]: Blazer? Angela Foster [00:14:30]: Okay. Or Britney Gardner [00:14:31]: I I don't even know if I'm right there. It just went pump into my head right away. Angela Foster [00:14:34]: No. That's No. That's good. So when I see her, every time I see her, she has on big black glasses, and they're usually pretty square and oversized and all of that. So And, again, I mean, I'm in I'm in tune to that, so that's why that's the thing that I notice. Or if I say Anna Wintour, Typically, what women would pick up about her appearance is her really geometric bob and her dark oversized sunglasses. You can look at Gwen Stefani, and as many things that she's done differently throughout the 30 years or whatever, Her platinum blonde hair has pretty much stayed the same. So 3 women, very different, you know, personalities and all of that. Angela Foster [00:15:14]: So you can keep the party on top. You just have to figure out what it is that you're gonna feel comfortable and like enough to do it for a long term period. You don't wear glasses? I mean, I've never seen you in glasses. So Correct. Yes. Okay. So glasses are probably not gonna work for you. You might be on to something with the earrings. Angela Foster [00:15:32]: It doesn't always have to be that way. You could do, you know, like because you do see the neckline, you could do, like, some kind of fun necklace, Something like that. You could do something different with your hair. I mean, we've all seen a 1000 girls with pink hair on Instagram and LinkedIn and all that lately. So but, yeah, you just have to figure out what it is that You're gonna like enough to hang with it, and that is a very strong signature. Even even before I know your name or I remember you or anything like that, I'm gonna be like, oh, the girl with. Britney Gardner [00:16:00]: You know, and that the memorability piece to me is so important. Right? The the things I've been saying About about content that are not image related directly translate to what you were talking about right now with image. Right? So I'm saying, you know, give your client a quick win so that they start associating that win with the memory of you. Now Like you said earlier, very noisy world. Angela Foster [00:16:26]: Yes. Yes. Britney Gardner [00:16:27]: If they can't remember your name, and they they know that this 1 person on LinkedIn gave them this little tip that just changed the way that they, like, approached a whole issue that they'd been struggling with for 6 months. Angela Foster [00:16:40]: And Britney Gardner [00:16:40]: all they remember is, you know, the girl with the big chunky glasses or Right. The girl who always wears, you know, her red hair in a ponytail Or the girl who always has a statement necklace. Right? Angela Foster [00:16:52]: Mhmm. Or always wears red. Or Britney Gardner [00:16:54]: Yeah. Yeah. But it at least gives them a way to Spot that person in the future, and I like that. You know? The whole thing that we present out there matters. I like that you're giving us, like, real reasons to kind of bolster up that idea, but it does not detract from your message if people can't remember your Your message is out there. It is helping people. And if they can't remember your name right away and they remember something that they associate with you and they pick it out later, You become, like, a double down memory at that point because once they find you again, you're like, oh, the girl with the necklace is Brittany Gardner. Angela Foster [00:17:33]: Right. And just think about that. So all of your competition, it's gonna take them I mean, we were kidding earlier, like, how many times it takes them to remember your name. But if it takes them 23 times of seeing you every day showing up consistently to remember your name, your competition who's not putting that effort in, How many times is would somebody have to see them before they remembered their name? And then even so, you'd still be like, well, she looks different Every time I see her, so I don't know. Was that the girl that said that really great thing about the I don't know. What you know what I mean? So we just I feel like it's such a challenging business environment. I mean, no more so than it's ever been, but it's just I mean, like, you know, we all are doing everything that we can. So having said that, any little step up that you can give yourself To stand out and, you know, build that know, like, and trust factor, but why not use it? Britney Gardner [00:18:23]: No. I love that. And I'm really thinking now about some of the people that I've been following on LinkedIn lately. And they're not all women. Some of them are are men. And to be fair, I think it's a lot easier for we women to stand out visually than men because they're all showing up in a black T shirt. And, you know, there's only so much that they're doing with their hair realistically. Right? So, I mean, they could. Britney Gardner [00:18:43]: They definitely could do more. They We could do more. Angela Foster [00:18:44]: They they they they absolutely could put more effort in. 100%. Britney Gardner [00:18:48]: But I'm thinking about it. Even some of the men that I think Probably a very generic appearances. The ones that I am visualizing right now, they have strong profile pictures that are Good. I mean, they're good quality, but they you know, they're showing contrast in an area. And, like, one of them that I'm thinking about, I don't remember his name exactly, but he definitely has a Strong, like, purple cast to the photo. And I'm like, there's ways to show up with your image that don't involve Having to choose a necklace every day. Angela Foster [00:19:18]: No. Absolutely. And that's such a good point. There's a guy it's funny that you should say that because he's on LinkedIn too. And I can't remember what he does, but it's some sort of a social media. And it's not it might be LinkedIn. It might be some it doesn't matter. But but he's in a pink suit, and it's not like A baby pink suit, but it's like a magenta, really bold, strong pink suit every time you see him on video and or in pictures or anything like that. Angela Foster [00:19:42]: And can I tell you? I had to follow him. I was like, dude has a strong signature, so it can be a color too. You know? I mean, colors can be fun. The one thing that I'll say about that, not to totally digress. But I especially when I start working with new clients and we're talking about dressing your brand and being visible and all of that, They'll be like, oh, well, my logo colors are, I don't know, blue and yellow. And so I'm just gonna wear blue and yellow all the I'm so and the analogy that I always and it's a good place to start. Don't get me wrong. Like, if you're just starting to, like, expanding your visibility, then I think that's a perfect place to start. Angela Foster [00:20:18]: However, it's it's not enough and we have to keep like, we have to take it a little bit further. If you imagine the same exact woman And she walks into a room, and she has on a black tailored suit and whatever nondescript blouse underneath it with Very plain black pumps. She's sending one message. If that same exact woman walked into a room and she had on, Say, a black moto jacket and black skinny jeans and badass boots, She's gonna send a very different message than the other woman is. And neither one of them are bad or wrong or anything like that, but it needs to go beyond color when you're dressing your brand. Britney Gardner [00:20:59]: I love that. You know, I go back to the the the clean lines with, like, you know, a gather here and nip there. Right? I really find myself just And maybe it's my age. Maybe it's where I have come to in life. Right? Attracted to those very clean lines and simple silhouettes. And it's It's you know, you you gave me a a a lovely compliment earlier saying that that's so great for petite. And, like, I wish I could tell you that's why I chose it. It is not. Angela Foster [00:21:25]: But you'd you know what, though? I'm not sure I believe that because when women have and men too. But when you have that eye for design, which you do, It's in color. Do you know what I mean? Sometimes you do it subconsciously and you don't even realize it. That happens a ton of times with my clients. They'll be like, oh my god. I was doing that, and I didn't even know it was right. I'm like, yes. See? You just like, you know, you're savvy. Angela Foster [00:21:48]: You probably if you even if it wasn't a Conscious decision. You knew what you were doing. Britney Gardner [00:21:52]: Well, I appreciate the double confidence, NASA. Thank you. I'll, you know, pat myself on the back over here. Would you please? But no. I I like knowing some of the things that you've said that, you know, I can incorporate what I'm already doing and just push it just a little bit further and Use that to bolster the memorability of the content that I am producing and that, you know, all of our listeners can do the same. That there are easy ways for us to Not make our life more difficult and still be aware of what we've been talking about here. Angela Foster [00:22:22]: Absolutely. Britney Gardner [00:22:24]: Oh, gosh. Angela, thank you so much. Like, this has been You know, I didn't realize I needed a Monday morning pick me up, but apparently, I got myself a Monday morning pick me up, and I'm kinda cool with that. Angela Foster [00:22:33]: Oh my gosh. I love it. And I want you to send me selfies all this week and show me what you've done. I'm excited to see what what you decide your signature's gonna be. Britney Gardner [00:22:41]: If I don't, you have permission to bug me. These are the kinds of things I tend to forget. Angela Foster [00:22:44]: And I was gonna say you're all about action and accountability. So, yes, I'll be your accountability coach In style. Britney Gardner [00:22:51]: Alright. Well, Angela, I'm gonna include links to, you know, all of your your stuff in the show notes and everything. Do you have anything that you want people to opt into? Angela Foster [00:23:01]: I do. I have a free gift, and it's brand new just for your listeners. And it ties into the topic, But it's how to make a brilliant first impression, and it's a crash course. So it's a couple of worksheets and a fun video, and it's just so incredibly helpful when you're taking those, like when you, like, turn up the dial on being aware of dressing and representing your brand for visibility. Easy things we can do. So I'm super excited. Yes. I would love it They would come visit me over at angelastylecoach.com/britney, b r I T n e y. Angela Foster [00:23:36]: Just in case anybody thought it was 2 t's. It is not. It's just 1. Britney Gardner [00:23:41]: Oh my gosh. You well, first of all, thanks for the link. I appreciate it. But, like, you just touched on the memorability thing that I wish people would pick up on. It is crazy to me That my domain name includes brittanygardner.com, and I still get things addressed to, you know, Brittany or Brittany with 2 t's or Somehow I got an I at the end, like an I y one time. Like, I I don't even understand. Angela Foster [00:24:03]: On the right side, because I I completely hear you. I got an email. I don't even think it had my name on it, but it was about, you know, like, if I wanted to buy leather for belts. And I was like, as soon as I become a leather smith, a 100%, I will from you. But but I just think all of that carelessness makes those of us that put that extra effort in stand out so much more, Which is amazing because I'd rather be part of the 20% than the 80% that Britney Gardner [00:24:29]: Detail loss ever. Yes. Yes. Angela Foster [00:24:31]: That was a nice way of putting Yep. Britney Gardner [00:24:33]: Oh my gosh. I love how you just wrapped it up there. I thank you. This has been awesome. Angela Foster [00:24:37]: No. Thank you. I'm a huge fan of your show, and so thank you for what you do for all of us, so we appreciate it. Scroll back to top Sign up to receive email updates Enter your name and email address below and I'll send you periodic updates about the podcast. powered by Music by Michael De La Torre . Thanks, Mikey! The post Image Presentation in Content with Angela Foster appeared first on Content Strategy by Britney Gardner .…

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

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The Promotion Gap: Rethinking the Role of Content in Your Business 8:55

1 year ago8:55

8:55

It’s a noisy world–and you’ve got to cut through that noise to get noticed. What’s the point in creating content that nobody reads or watches? How long will you keep up your content creation journey if you don’t see results? Using curiosity and tension in your content is one of the best ways to ensure your viewer will keep viewing. If you want them to move from your audience to your community ultimately, you’ll want to learn the why + how behind open loops. Read on for the how-tos and seven examples of open loops you use in your content today. Content can indeed play an instrumental role in our business growth, but it’s only going to do that if it’s promoted effectively, if it’s optimized for its target audience, your best client, and if it’s designed to make a true impact. listen to this content Listen to this episode on: Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe Highlights in this episode: [00:00:52] Taste outpaces expertise; reach for improvement. [00:04:02] Redefining what task completion means in regards to content. [00:05:43] The three things your content needs to be effective in your business. [00:06:03] Close the promotion gap in business with 2 methods. [00:07:28] Switching to a biweekly podcast schedule. In the world of content creation, like much of creative work, there is often a divide between our aspirations for quality work and the actual skill level we possess. This disparity is known as The Taste Gap, coined by Ira Glass. While the taste gap can motivate us to improve our skills, it is The Promotion Gap that poses a danger for content creators, especially those who rely on their content to market their businesses. If you’re like 90% of the creators out there, [publishing] is the end of the time that you’ve spent on that content, and that is a problem. Understanding the Promotion Gap The promotion gap occurs when content creators put in the effort to create valuable content but fail to invest sufficient time and energy into promoting it. Many creators consider their efforts complete once the content is published or distributed, but in reality, this is only half of the battle. Without effective promotion and optimization , the potential of the content remains unfulfilled. Key Takeaway: Content is just busy work until you plan to optimize it and promote it over an extended period. The Problem with Completing Content The dopamine hit we receive when we complete the content piece (or get to check it off our to-do list) can act as a trap door, where we never see the true potential of that content piece fulfilled. Completing content without a thought to its promotion can lead to a cycle of busywork. While posting on various platforms may yield a few leads, it fails to capitalize on the full potential of the content. This approach ultimately distracts us from other essential aspects of our businesses and prevents us from propelling our ventures forward. Redefining Completion To close the promotion gap, it is crucial to redefine our understanding of completion . Content should not be considered complete merely upon its creation but when it has been fully promoted and optimized. Content can be a wonderfully effective part of your business, but only if it’s: promoted effectively optimized for your best client designed to make a true impact This is what employing the Uncommon Content method is all about–mapping out your content, showing up with a spark of service (and that includes taking the time to promote it) and finally, dialing in the strategy so you’re using the best content well. Closing the Promotion Gap There are two practical ways to close the promotion gap and maximize the effectiveness of the content we create: 1. Separate Creation and Extended Promotion Tasks: Instead of considering content creation as a single task to be checked off, break it down further. Create separate tasks for the creation phase and the extended promotion phase. This simple step ensures that content promotion receives the attention it deserves and prevents it from becoming an afterthought. By separating the tasks of content creation and promotion, content creators can ensure that their efforts are not in vain. 2. Implement a Content Database and ROI Dashboard: A content database allows you to track and organize your content based on topics or themes. This provides a visual representation of your content inventory and allows you to identify which pieces should be prioritized for promotion. Coupled with a Content ROI Dashboard , which measures the impact and engagement of your content, you can make informed decisions about what content to promote more heavily. Conclusion Closing the promotion gap is crucial for small businesses and content creators looking to make the most of their efforts. By redefining completion, implementing separate tasks for creation and promotion, and utilizing a content database and ROI dashboard, content creators can ensure that their content is not relegated to the realm of busywork. Ultimately, closing the promotion gap allows us to scale the effectiveness and impact of the content we create in our businesses. So, let’s take the challenge and close the promotion gap for a brighter future in content creation. Do you need help creating a content marketing plan that allows you to shine? We offer complimentary one-on-one consults to help determine if a done-with-you or done-for-you approach is best for you and your business right now. Let’s talk FAQ Why is it important to redefine what completion means when it comes to content creation? It is important to redefine what completion means in content creation because true completion comes not just from producing the content, but also from fully promoting and optimizing it. Redefining completion helps prevent content from becoming mere busywork and ensures its potential is fulfilled. How can solopreneurs and small businesses make the most of the content they create? Solopreneurs and micro businesses can make the most of their content by scaling efficiency and effectiveness. This can be achieved by measuring the impact of content through a content database and content measurement dashboard, allowing them to prioritize and promote pieces that resonate with their best client. Music by Michael De La Torre . Thanks, Mikey! The post The Promotion Gap: Rethinking the Role of Content in Your Business appeared first on Content Strategy by Britney Gardner .…

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

1
The Impact of Search Intent on Building Know, Like, and Trust in Online Relationships 18:20

1 year ago18:20

18:20

Understanding search intent and levels of awareness in content creation isn’t the first thing that comes to mind when most sit down to create content! Have you ever thought about the search intent of your audience when crafting your content? Here’s the deal. I’m a fan of long-form content. BUT, according to Ahrefs, 90% of ... Read more The post The Impact of Search Intent on Building Know, Like, and Trust in Online Relationships appeared first on Content Strategy by Britney Gardner .…

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

1
The New Future of SEO: Information Gain for Small Businesses 13:50

1 year ago13:50

13:50

Shifting SEO Perspective: Prioritizing Valuable Content for Small Service Providers Running a very small service business comes with its own unique challenges. Limited resources and intense competition mean that you need to make every move count. One strategy that can give you a competitive edge is maximizing information gain. In this article, we will explore ... Read more The post The New Future of SEO: Information Gain for Small Businesses appeared first on Content Strategy by Britney Gardner .…

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

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Storytelling: Connecting with Your Audience in a Noisy World with Jay Acunzo 31:01

1 year ago31:01

31:01

In today’s fast-paced digital world, creativity and storytelling have become essential tools for marketers, writers, and entrepreneurs to captivate their audience. From harnessing a potent premise for creativity and curiosity to embracing the power of storytelling in online marketing, these we explore the strategies that can elevate your content and set you apart from the ... Read more The post Storytelling: Connecting with Your Audience in a Noisy World with Jay Acunzo appeared first on Content Strategy by Britney Gardner .…

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

1
Overwhelmed by Content Creation? Tips for Regaining Control and Balance 15:04

1 year ago15:04

15:04

We’re diving into the turbulent waters of content creation, where the waves of overwhelm crash incessantly against the shores of creativity. It’s a wild ride, with social media platforms demanding a never-ending stream of content–much like my five-year-old’s incessant requests for snacks. That said, there’s no reason to own that overwhelm as we explore the ... Read more The post Overwhelmed by Content Creation? Tips for Regaining Control and Balance appeared first on Content Strategy by Britney Gardner .…

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

1
The Internet Personalities Are Lying To Us (About How To Build Your List) 23:39

2 years ago23:39