Content Marketing Tips & Strategies | Shared by JB Kellogg & Chris Pearson | Marketing 360

Hey guys, I have Chris Pearson with me today to talk about content, marketing and really the strategies we need to be thinking about as small business owners to grow our brand from a content marketing perspective.

Chris Pearson is the director of content marketing here at marketing 360. Very knowledgeable tons of experience um, so he's. Gon na share some power tips with you guys here today, so Chris. If you just want to jump in what do you think, yeah yeah, thanks for having me on JP yeah, so some power tips for content marketing for small businesses? I think we, if we just keep it simple, that's, the easiest way to make a big impact.

So the big, the big three things I like to look at with content to start out is the who? What, and why so, who are you talking to? We just want to know who your customers actually are, what are their pain points for the problems and then using your content to help guide them through the journey of solving those problems? It's very simple: just you can get this information from prior customers or clients.

You can ask them and say: hey, you know. Why did you choose us? What were you dealing with when we first made contact with our content and our calls and get that information? The next thing is: what's? What are you gonna actually create for content? If you do those interviews and ask you know yourself, you're talking to you that should layout itself for what type of content you gonna create.

So you should address questions. Try to help some kind of problem with your content. Try to get people interested in the idea of like oh yeah, this brand or this business can help me solve some kind of problem.

I have that's called trust. Building. You're building, trust with little moments your pieces of content or little moments that you create to build trust with your customers, and then I think the the big, the big third tip is why why are you doing it, and this could be your Business mission this could be to make a positive impact on the world.

This could be to you know, double your revenue over the next year. Having that core, why is gonna be a huge driver for those times when you don & # 39? T want to create the content if you're doing it yourself or when you're talking to maybe a marketing executive here at mad wire marketing 360, and you're, saying okay, here's, why? We actually want to do this plan here's, why we want to invest in content, marketing that? Why is going to pull you through the times that you're, like maybe I need to back off budget when really in those times, you need to probably triple down your budget, because nobody else is doing what you're about to Do with your content, so just a quick overview.

I think that the who, what and why, if you can nail those down, I think your con marketing plan will kind of late lay itself out and you can go from there. I love it. No, those are great tips and I think from experience that's.

So true, you know what do you think about who you're? Talking to you write a little bit differently and you know I I know. Sometimes it helps to even have a persona just to think about who your customer is.

The pain points that they have the questions that they have and then that helps you kind of address the. What right? What kind of content do I need to create to help answer those questions? You know they're gonna have all kinds of questions.

So how can I create content to answer that and then in what? In what ways am i creating the content? Even like is it video? Is it an article? Is it a social post? Is that everything is an email I think is really really powerful and then why you're doing it? You know, I think that's, so important, and I would just add to that.

You know kind of what you touched on having your own personal goals and why you're, doing it. What's? The goals you're trying to achieve, but also, why are you doing it in general and it's to help people? So, at the end of the day, if you're, creating content to add value, that's, gonna be a lot more share-worthy than if you're, adding content to reach a goal as a company.

So I think that's really powerful. You know, I think kind of extending off of that. I would almost add one more in there Chris, which would be where you know yeah. Where are you putting this content? You know there's.

So many channels today, so maybe you can touch on that a little bit like what are all the distribution channels that you think are most effective today yeah. So I like the idea of being everywhere as much as you can.

The one thing I would add a caveat to that is that the weird location, the channels is where your customers at like what channels are they using? Because for some you know a 1-bit or two different businesses in the same industry could get a lot of one get all our traction on Facebook won't, get a lot of traction with blogging and email that combo.

So marketing is a science and an art content marketing, especially because one you're working with humans. They have emotion, the real people, they have thoughts, you know of ideas and connecting with them on the channel that their frequency or using to try and solve those problems.

That's a huge deal. So I like to start out with kind of a broader testing model of like let's, try a little bit everything and see which one hits and then triple down on the channels. They're, actually working that are getting that traffic, because once you get that channel set and it's, it's working.

You can then go to the other channels that go back and test and figure out why they weren't or recycle repurpose content in that main channel into the other ones and see if you can gain traction there again, so it'S really a testing game, and also to just connecting with people where they're at is a huge benefit.

Yeah. I think that's, the one nugget to pull out of there is yeah. Where are your customers, so marketing and the simplest form is just being where your customers are? Yes, I think thinking about where they are and then creating content for that distribution channel, whether that social or email or whatever, I think, is a really powerful, powerful tip and then just kind of to extend off of this same thing you have going here.

You know you got the who right the what the why and the where, but how about when right? When do you? Actually, when do you share this content, and how do you need to be thinking about that in terms of seasonality? Maybe maybe you could touch on that like thinking ahead for the next 12 months? What are the types of things and the seasonality of my business I need to think about, and how does that impact my content strategy yeah? So we're talking about when this is.

This is definitely a reflection mere moment, because you got a look at your business say how do I serve my clients right and I think how is the another piece that we talked on already? But if you can determine how you serve your clients depending on what kind of business you are, you could have seasonality right.

So, like landscaping companies you know early fall late spring. Your business is booming and booming, and through summer you have some. You know some some uptick and then during the winter, maybe not so much so when you're.

Actually, you know, investing in marketing could be a huge deal and you know I'm, a component of like always investing all the time and tripling and doubling down on the times that are actually busy, because then you could just generate more more more Customers, when things are going slow, that's when you can kind of ramp up and like see if you can expand and just increase budget to see when things do get busy, you're, actually creating momentum through that time.

That's, a huge deal, so when I mean, if you're like a landscaping company, you're gonna have seasonality if your client focus so like a coach or a consultant of some kind you may have like Have product launches or something, and so when you do, that could be like a monthly thing.

It could be a quarterly thing just pending on how you actually deliver and serve your customers can determine your win. So if you look at that, just make your content marketing in your distribution cadence to support that model.

So there's, a lot of advice out there that comes like hey. This is the one way to do it and it's. Like well JB, like you, said it's about where your customers are at right, like if they're. If you set the expectation that you're launching every month with this one product or program or spring and falls when your busy time is when people need the landscaping service, let's.

Fit to that like where your customers are so that's, that's when you should be distributing and creating an annual, adding value to them as you go. So that would be my thing. It's like meet the customers rather at and create your plan.

You know forward at least three months at minimum. I would say you could do up to six, maybe and twelve months of content planned out to meet your customers rather at and when to actually share that stuff, absolutely yeah, and I think that thinking like you know you're out.

You know, even if it's just holidays, maybe just look at each month and what are people thinking about you know and what kind of content can you create around that, for example, an HVAC, obviously in the winter, is gonna be really talking About different questions, people have because their questions will be more about how to get their furnace turned on how to give the house warm for Christmas.

That kind of thing, whereas in the summer it's, the opposite right. It's about cooling, and so, if you can think ahead on that, you can start to wrap your mind around the types of content that you're creating throughout the year, so that it's relevant to people that Are seeing it, but then how does that integrate into your advertising campaign? So maybe you could touch on that real, quick.

You know we want to make sure with our marketing. Everything is integrated and everything is sort of working synergistically and so with the content marketing on the organic side, how does that play a part and helping improve upon the paid side? What's? Your thoughts on that yeah? So I think I think that's, the approach area is almost like top of mind right.

The question with top of money, the caveat with top of mine is: where is their mind right like? What are they actually thinking about? Is it Thanksgiving? Is it Christmas, you know, is it fourth of July? What are they actually thinking about? What's it? What's in front of them right now, and so, if you can take, you know, content marketing, it's, a long-term strategy.

It's more of a you know: it's, more evergreen organic approach to marketing. So if you pair that with paid advertising, you can take your paid advertising and go seasonal and make sure that you're, hitting those seasons or those holidays or events and bring traffic in and bring that to content marketing or distribute that content out.

During that time, to revisit those ideas where the people were customers minds are at or their top of mind, you're at so, for example, if it's fourth of July and you & # 39, ve got a string of blogs. You did a prior year, you're, creating new ones.

You can use paid ads to run, though, that content out to people say hey it's 4th of July. This is awesome. What do you do? Barbecues, how you celebrating, by the way, keep your house cool, because you're going to guests over and that's.

Probably worst thing in the world to have is people that are really hot in your house and they don't wan na, be there like that's just terrible. So you know as an HVAC HVAC client that's. One way you can connect with people that's top of mind right.

If we keep. If we keep that focus, I need, and you plan your content out that way in that sense of where your customers are at what they're. Going through right now or even into the future, your concept, marketing one you can repurpose it into every time you create something new: it's relevant and that's.

A huge deal relevant one for your customer and relevant two for search engines when they're like hey it's July 4th. Some research is about July, 4th and barbecues, and HVAC and a/c and stuff are up. What are some relevant? You know articles that we can give to customers.

They're, searching that'll help them with their problems. That's, a huge deal so ya know I love it and I think a lot of small businesses almost think backwards. They're. Almost thinking hey, I need to run this ad and this time of the year.

I need to run this advertisement right now and then think about what the ad is, and I think you should almost think the other way around. I need to create really valuable content and I have a plan for the types of content I'm.

Creating throughout the year I'm, creating a really nice article. I'm, doing a really nice video, an inspiring video or something. This month next month, I'm, doing a nice email and then how are you promoting that stuff that should almost be secondary, because you know Nike has these unbelievable commercials and Under Armour and all these brands have these beautiful commercials, which is content? They started with the content and then they promoted it.

Then they actually spent money to run the commercial if they just thought about running the commercial and then the content I wouldn't be as good of an ad right. So I think that if we think about it, we start with content.

First make unbelievable content. The promotion almost is like a no-brainer. Let's, just throw some gas on the fire. It's right, yeah, right yeah! Absolutely I think you know content first, I would also say problem first, what's? The problem that we're solving with this content? What are we helping with? What are we helping our customers with and if you start with content you can you can deploy and distribute that.

However, you want with paid ads email things like that. So if we say okay, what's, the main problem, my customers dealing with right now in this season near these holidays, and you just hone in on that create something that's, just epic there.

That will absolutely want to percent get them to the next step in their journey of. Like you know, how do I keep my house cold? Fifty people in it it's like okay. Here are some tips on how to do that, like Keith windows, open, maybe an a/c box, etc.

You know go to those tips, then, when it's around summertime, you can promote, distribute that and if you do it, that way, you're thinking empathetically, which means you're thinking. Customer first and you know it's, that that's, a huge benefit cuz when, when customers are thinking you know, maybe in the fall of like man, I need to work on getting my heating set up because it'S almost winter time they're gonna think, oh yeah, that one company that helped me with my July 4th party.

They kept the house real cool and that one article like that's. Branding like they're gonna think of you, because you helped solve a problem so absolutely start with the content. The problem first and then distribute don't.

Do the other way around absolutely yeah, and I just kind of like the last question here you know I know even just recently, not too many years ago, content marketing was just blogging. That was it right.

That was everybody. When you thought about content. Marketing was blogging, but maybe you can touch on how it's moved so far beyond that now and how a content marketer is really like the jack-of-all-trades when it comes to creating different types of content and distribute that content around, and so how should We be thinking about content, marketing, moving forward and the types of content that we create yeah, so building off of meeting your customers where they're at.

I think that is a huge that's, a huge key here with content marketing. Now, whereas before content marketing - and we can pull SEO into this too - as people think that content marketing SEO and they think blogging like we just need to get organic traffic from search engines, that is, that is a popular method, but it's.

Not the only one and it's becoming more of a common one, that's, not as effective. It does work and it is a piece of the pie but content marketing, generals meeting your customers, where they're at with the content that they expect to see on a platform or a channel.

So, on a website, a blog pages, even long-form articles, that's great for a website. But what, if you move over to email, taking Blagh and putting it in the email may not be the best bet. You need to write content that fits that channel.

What do they expect to see when they open an email? Is it going to be? You know your your promo or coupon blast? Is it going to be a friendly email like to a friend like hey, just by the way here's, seven tips on how to keep your house cool during 4th of July? If you want to read the full article here's, a link, but here are the tips: real fast, have a great barbecue how what they expect to see on that channel where the content set.

That's. The huge piece here is: we need to create core content, the core of it and then distribute as needed on those types of channels, so email, social, even in paid ads, you can push or you can push content on the website and various other channels doing that Needs people where they're at and when they do consume that it's a little moment of trust right.

You're building those or trust moments. Every time they consume a piece of content, so that's. I mean that's. How I'd approach, it that's. How I've been trying to lead. The team is like: we need to beat them where they're at for sure how valuable is video these days, video is super powerful.

You can do a ton of stuff with it. You can take video and repurpose it. So, for example, you can do you can make a video and you can use a visual which is the video. Then you can rip the audio and turn that into a transcript or make a podcast out of it, and then also, if you have a transcript, you can take that and kind of fine-tune and turn into a blog, a blog post.

So when it comes to ROI on investment for time, energy and money, videos are super powerful. That sense. Like you, don't just use it once you can use on paid ads. You can see an email, social, your website everywhere, and so when, when you look at those in that investment, it might go ooh that's a little much, but it's like you're using it five six, maybe Even seven times over and you can repeatedly use it every time that season or that topic comes around again, so super valuable, great investment, absolutely and last question.

How often should you be creating content? In your opinion, I know it's different for every business and industry, but just in general, maybe just like catch-all what would be like a minimum yeah. I think that, ultimately, you want to make sure that you have a consistent cadence.

I think consistency is the top piece there is that it's about expectations and building a relationship with people. So at the minimum I would say if you can do one solid article across the board, that's.

A great piece and you don't have to turn that one article into all the other pieces of content. But you can create you know four months and then from there you can recycle into other pieces. So you can like two articles and a video you can do an article in a video and then social posts.

I think if you just do something at least every week, that consistency over time is what wins the game. I think consistency in building that really show, because, if you think about building really shape with like a friend or a significant other, you didn't, just walk up to him and say hey.

I like the way you look. We marry me like not a lot people do that. I think the big piece here is like over time. You went on dates and you got to know more. If your friends, you hung out, you know, went to a game or something, and you built those trust moments over time.

So I think the consistency of like at least every week doing some kind of content creation and distributing that over time is the winning plan. That's, that's. The way you stay in front of people and stay top of mind, so yeah, no great tip yeah and I'd, recommend guys if you don't have a lot of time.

Maybe batch it up, maybe maybe write for articles on one Saturday which are good for a month a month and a half something like that, just to try to get ahead of it and then, of course you know, business owners are busy running their business.

So there's, not a lot of time, so obviously look into other solutions to create content. The one thing that I would say, though, is it, can't, be skipped so either you do it or you have somebody do it.

Obviously, marketing 360 is a good solution that can help you know, jump in there and do the content for you guys. If that's, something you need help with, but ultimately the content should be being created continuously to help grow your brand into the future.

I think that's, the takeaway, so Chris. I really appreciate the tips today: valuable information yeah great thanks for having on JB Hey guys. I have Chris Pearson with me today to talk about content, marketing and really the strategies we need to be thinking about as small business owners to grow our brand from a content.

Marketing perspective. Chris Pearson is the director of content marketing here at Marketing 360., Very knowledgeable tons of experience., And so he's. Gon na share some power tips with you guys here, today.

, So Chris, if you just wan na jump in what do you think, Thanks for having me on JB. Yeah, so some power tips for content marketing for small businesses.? I think if we just keep it simple, that's, the easiest way to make a big impact.

. So the big three things that I like to look at with content to start out is the who, what why So, who are you talking to? We just wan na know who your customers actually are, What are their pain, points or the problems and then using your content to help guide them to the journey of solving those problems.

? It's very simple.. Just you can get this information from prior customers or clients.. You can ask them and say: & quot Hey, why did you choose us & quot? What were you dealing with when we first make contact with our content and our calls And get that information.

? The next thing is what.: What are you gonna actually create for content? If you do those interviews and ask yourself who you're talking to you, that should lay out itself for what type of content you're gonna create.

. So you should address questions., Try to help some kind of problem with your content. Try to get people interested in the idea of like & quot, Oh yeah, this brand or this business can help me & quot Solve some kind of problem.

I have. & quot That's, called trust building you building trust with little moments your pieces of content or little moments. You create to build trust with your customers., And then I think the the big third tip is why Why are you doing it, And this could be your business mission? This could be to make a positive impact on the world.

. This could be to double your revenue over the next year. Having that core, why is gonna be a huge driver for those times when you don't want to create the content.? If you're doing it yourself or when you're talking to maybe a marketing executive here at Madwire Marketing 360, and you say & quot, Okay, here's, why we actually wan na & quot? Do this plan.

& quot & quot, Here's, why we want to invest in content, marketing. & quot, That why is gonna pull you through the times that you're like aah? Maybe I need to back up budget. When really in those times, you need to probably triple down your budget, because nobody else is doing what you're about to do with your content.

. So just a quick overview. I think the who what why, if you can nail those down, I think your content marketing plan will kind of lay itself out and you can go from there.. I love it. Those are great tips and I think, from experience that's, so true.

When you think about who you're talking to you, write a little bit differently. And I know sometimes it helps to even have a persona just to think about Who your customer is the pain points that they have the questions that they have.

And then that helps you kind of address the? What right? What kind of content do I need to create to help answer those questions they're gonna have all kinds of questions.. So how can I create content to answer that And then in what and what ways am I creating the content? Even like is it video? Is it an article? Is it a social post? Is it everything is an email I think is really powerful and then why you're doing it? I think that's, so important, and I would just add to that kind of what you touched: on.

Having your own personal goals and why you're, doing it.. What's? The goals you're trying to achieve, But also, why are you doing it in general and it's to help people.? So, at the end of the day, if you're, creating content to add value, that's, gonna be a lot more shareworthy than if you're, adding content to reach a goal as a company.

. So I think that's, really powerful.. I think kind of extending off to that. I would almost add one more in there Chris, which should be where., Yeah. (, chuckling ). Where are you putting this content'Cause? There are so many channels today.

, So maybe you can touch on that a little bit Like what are all the distribution channels that you think are most effective today. So I like the idea of being everywhere as much as you can.. The one thing I would add a caveat is that the where of location, the channels is where your customers are Like? What channels are they using'Cause for some, a one bit or two different businesses in the same industry? One could get a lot of traction on Facebook.

One could get a lot of traction with blogging and email that combo.. So marketing is a science and an art content marketing, especially because one you're working with humans. They have emotion., They're, real people; they have thoughts, ideas and connecting with them on the channel that they're frequenting or using to try and solve those problems.

That's, a huge deal.. So I like to start out with kind of a broader testing model of like let's, try a little bit everything and see which one hits and then triple down on the channels that are actually working that are getting that traffic.

, Because once you Get that channel set and it's working. You can then go to the other channels again and go back and test and figure out why they weren't. Or recycle repurpose content in that main channel into the other ones and see if you can gain traction there again.

. So it's, really a testing game, and also to just connecting with people where they're at is a huge benefit. Yeah. I think that's. The one nugget to pull out of there is: where are your customers? So marketing in the simplest form is just being where your customers are.

Yep., I think thinking about where they are and then creating content for that distribution channel, whether that's, social or email or whatever, I think, is a really powerful tip. And then Just kind of do extend off of the same thing you have going on here, you've, got the who the what the why and the where, but how about when right? When do you share this content, And how do you need to be thinking about that in terms of seasonality? Maybe you can touch on that like thinking ahead for the next 12 months? What are the types of things in the seasonality of my business? I need to think about and how does that impact my content strategy, So we're talking about when this is is definitely a reflection mirror moment, because you got to look at your business and say & quot.

How do I serve my clients & quot And I think how is the another piece that we talked on already.? But if you can determine how you serve your clients depending on what kind of business you are, you could have seasonality right.

So, like landscaping, companies early fall late spring, your business is booming and booming, and through summer you have some uptake and then during the winter, maybe not so much.. So when you're, actually investing in marketing could be a huge deal.

And I'm, a proponent of like always investing all the time and tripling and doubling down on the times that are actually busy. Because then, you can just generate more customers. When things are going slow, that's when you can kind of ramp up and see if you can expand and just increase budget to see when things do get busy, you're, actually creating Momentum through that time.

That's, a huge deal.. So when I mean, if you're like a landscaping company, you're gonna have seasonality. If your client focussed like a coach or consultant of some kind, you may have like product launches or something.

, And so, when you do, that could be like a monthly thing. It could be a quarterly thing. Just depending on how you actually deliver and serve your customers. Can determine your win.? So if you look at that, just make your content marketing in your distribution cadence to support that model.

. So there's, a lot of advice out there that comes like & quot, Hey! This is the one way to do. It. & quot, And it's like well JB, like you said it's about where your customers are right, Like if you set the expectation that you're launching every month with this one product or program or spring, And falls when you're busy time is when people need the landscaping service.

Let's, fit to that like where your customers are., So that's when you should be distributing and creating an annual, adding value to them. As you go., So that would be my thing is like meet the customers rather at and create your plan forward at least three months at minimum.

. I would say you could do up to six and even 12 months of content planned out to meet your customers where they're at and when to actually share that stuff. Absolutely.. And I think that a year out, even if it's just holidays, maybe just look at each month and what are people thinking about And what kind of content can you create around that, for example, an H fac, obviously in the winter, is gon Na be really talking about different questions, people have'cause.

Their questions will be more about how to get their furnace turned on how to get the house warm for Christmas. That kind of thing., Whereas in the summer it's, the opposite.. It's about cooling., And so, if you can think ahead on that, you can start to wrap your mind around the types of content that you're creating throughout the year, so that it's relevant to people that Are seeing it.

, But then how does that integrate into your advertising campaign? So maybe you could touch on that real quick.. We wan na make sure with our marketing. Everything is integrated and everything is sort of working synergistically.

And so with the content marketing. On the organic side, how does that play a part in helping improve upon the paid side? What's? Your thoughts on that? So I think that the approach is almost like top-of-mind.

. The question on top-of-mind or the caveat with top of mind, is where is their mind, ( chuckling ) Right like what are they actually thinking about? Is it Thanksgiving? Is it Christmas? Is it Fourth of July? What are they actually thinking about? What's in front of them right, now.

, And so, if you can take content marketing as a long term strategy, It's, more evergreen organic approach to marketing.. So if you pair that with paid advertising, you can take your paid advertising and go seasonal and make sure that you're, hitting those seasons or those holidays or events and bring traffic in and bring that to content marketing or distribute that content out.

During that time. To revisit those ideas, where were the customers minds are at or their top-of-mind area at.? So, for example, if it's Fourth of July and you & # 39, ve got a string of blogs that you did prior year or you're, creating new ones.

You can use paid ads to run that content out to people and say & quot: Hey it's. Fourth of July. & quot. This is awesome. & quot. What are you gonna do for barbecues & quot? How are you celebrating & quot By the way, keep your house cool because you're gonna have guests over and that's? Probably the worst thing in the world to have is people that are really hot in your house and they don't wan na be there.

That's, just terrible.. So as an H, fac, paycheck client that's. One way you can connect with people. That's, top-of-mind right. If we keep that focus - and you plan your content out that way in that sense of where your customers are at what they're going through right now or even into the future, your content, marketing, .

.. One - you can repurpose it into every time. You create something new: it's relevant and that's, a huge deal. Relevant one for your customer and relevant two for search engines when they're like & quot, Hey it's July 4th.

& quot Summer search is about July, 4th and barbecues, and H, fac and AC and stuff are up.. What are some relevant articles that we can give to? Customers are searching or help them with their problems.

. That's, a huge deal. Yeah. I know I love it. And I think a lot of small businesses almost think backwards.. They're. Almost thinking & quot, Hey, I need to run this ad & quot at this time of the year.

I need to run this advertisement right. Now. & quot And then think about what the ad is. And I think you should almost think the other way around. I need to create really valuable content and I have a plan for the types of content I'm, creating throughout the year.

. I'm, creating a really nice article. I'm, doing a really nice video and inspiring video or something this month. Next month I'm, doing a nice email. And then how are you promoting that stuff? That should almost be secondary, because Nike has these unbelievable commercials and Under Armour and all these brands have these beautiful commercials, which is content.

. They started with the content and then they promoted it. Then they actually spent money to run the commercial. If they just thought about running the commercial and then the content I wouldn't be as good of an ad right.

So I think that if we think about it, we start with content. First, make unbelievable content the promotion almost as like a no brainer. Lets just throw some gas on the fire at that point.. This kind of thinking right, Yeah absolutely.

, I think, content first, I would also say problem first, what's? The problem that we're solving with this content. What are we helping with? What are we helping our customers with And if you start with content, you can deploy and distribute that.

However, you want with paid ads email things like that.. So if we say okay, what's, the main problem, my customers are dealing with right now in this season near these holidays, And you just hone in on that create something that's, just epic there, that will absolutely 100 % get Them to the next step in their journey of like how do I keep my house cool with 50 people in it, it's like okay, here's, some tips on how to do that.

Like keep windows open, maybe an AC box, Etc. Go through those tips.. Then, when it's around summertime, you can promote, distribute that and if you do it, that way, you're thinking empathetically, which means you're thinking, customer first.

And that's. A huge benefit'cause when customers are thinking, maybe in the fall like & quot Man, I need to work on getting my heating setup'cause. It's, almost wintertime. & quot. They're gonna think & quot, Oh yeah, that one company that helped me with my July 4 party.

They kept the house real cool. & quot And that one article like that's. Branding like they're gonna think of you, because you help solve a problem., So absolutely start with a content and the problem first and then distribute don't.

Do it the other way, around. Absolutely. And I just kind of like the last question here. I know even just recently, not too many years ago, content marketing was blogging.. That was it right. That was everybody.

When you thought about content. Marketing was blogging, but maybe you can touch on how it's moved so far beyond that now and how a content marketer is really like the jack of all trades when it comes to creating different types of content and distributing that content, around.

And So how should we be thinking about content, marketing, moving forward and the types of content that we create So building off of meeting your customers where they're at? I think that is a huge key here with content marketing now.

, Whereas before content, marketing ... - And we can pull SEO into this too - is people think that content marketing SEO and they think blogging. Like we just need to get organic traffic from search engines.

. That is a popular method, but it's, not the only one. And it's becoming more of a common one. That's, not as effective.. It does work and it is a piece of the pie. But content marketing. In general is meeting your customers where they're at with the content that they expect to see on a platform or a channel.

. So on a website, a blog pages, even long form articles that's great for a website.. But what? If you move over to email, Taking a blog and putting in an email may not be the best bet that you need to write content that fits that channel.

What do they expect to see when they open an email? Is it gonna, be your your promo or coupon blast? Is it going to be a friendly email like to a friend like & quot, Hey just by the way here's, seven tips on how to keep your house cool during Fourth of July.

& quot. If you wan na read the full article here's, a link, but here are the tips: real fast, have a great barbecue. & quot What they expect to see on that channel where the contents at that's. The huge piece here is: we need to create core content, the core of it and then distribute as needed on those types of channels.

, So email, social, even in paid ads, you can push or you can push content on the website and various other channels. Doing that Meets people where they're at. And when they do consume that it's a little moment of trust.

You're building trust moments. Every time they consume a piece of content., So that's. How I'd approach it and that's. How I've been trying to lead. The team is like we need to meet them where they're at.

For sure.. How valuable is video these days? Video is super powerful. You can do a ton of stuff with it. You can take video and repurpose it.. So, for example, you can make a video and you can use a visual which is a video.

Then you can rip the audio and turn that into a transcript or make a podcast out of it. And then also two. If you have a transcript, you can take that and kind of fine tune. It turn into a blog or a blog post.

. So when it comes to ROI on investment for time, energy and money, videos are super powerful. In that sense, like you, don't just use it once you can use it on paid ads. You can use it on email, social, your website, everywhere.

, And so when you look at those in that investment, you might go & quot. That's, a little much. & quot, But it's like you're using it. Five six, maybe even seven times over and you can repeatedly use it every time that season or that topic comes around again.

, So super valuable, great investment., Absolutely. And last question. How often should you be creating content and your opinion? I know it's. Different for every business and industry, but just in general, maybe just like catch all what would be like a minimum.

I think that, ultimately, you want to make sure that you have a consistent cadence.. I think consistency is the top piece there is that it's about expectations and building a relationship with people.

. So at the minimum I would say if you can do one solid article a week across the board, that's, a great piece. And you don't have to turn that one article into all the other pieces of content. But you can create four months and then from there you can recycle into other pieces.

. So you can like do two articles and a video.. You can do an article in a video and then social posts.. I think if you just do something at least every week, that consistency over time is what wins: the game.

Consistency and building that relationship.'Cause. If you think about building a relationship with like a friend or a significant other, you didn't, just walk up to him and say & quot, Hey I like the way you look.

Will you marry me & quot ( laughing )? Quite now, a lot of people do that.. I think the big piece here is like over time. You went on dates and you got to know more of your friends. You hang out, went to a game or something.

And you built those trust moments over time.. So I think the consistency of like at least every week doing some kind of content creation and distributing that over time is the winning plan.. That's. The way you stay in front of people and stay top-of-mind.

, Great tip. And I'd - recommend guys if you don't have a lot of time, maybe batch it up. Maybe write four articles on one Saturday, which are good for a month a month and a half something like that, just to try to get ahead of it.

And then, of course, business owners are busy running their business. So there's, not a lot of time., So obviously look into other solutions to create content.. The one thing that I would say, though, is it, can't, be skipped.

, So either you do it or you have. Somebody do it.. Obviously, Marketing 360 is a good solution that can help jump in there and do the content for you guys if that's, something you need help with, but ultimately the content should be being created continuously to help grow your brand into the future.

. I think that's, the takeaway., So Chris. I really appreciate the tips today. Valuable, information. Yeah great thanks for having me on JB


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