Ep 16 – Get the Most Out of Your Content

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Podcast Transcript

Shelly Miller 

Welcome to the Mindwhirl Marketing podcast with your hosts Mike and Shelly Miller, your source for B2B business building information where we talk sales and marketing, and give you the insider secrets you need to know to grow your business. We want to help you attract leads and sales and show you how to align sales and marketing. So you get more sales faster with less cost.

Mike Miller 

Nice. Excellent. All right, we have a great show today. Shelly’s got an idea. And so we’re gonna riff on it. And you’re gonna love it. Because it’s all about really how to grow your business. It is.

Shelly Miller 

There is Yes, yeah, we noticed that a lot of our customers struggle with this. So we thought it would be a great topic for today’s podcast.

Mike Miller 

Exactly. Alright, so once you got,

Shelly Miller 

So everybody always wants to make sure that they have the best return, invest of investment on anything that they do in business, right. So of course, you would want the best return on the marketing and sales that you do and create for your business. So we have a tip that it seems that seems most people overlook. Yeah. And that is that they do all this work to create content, to create systems for maybe even sales, they just do all this to make sure that they have their, their plan out there and their content ready to go. And they launch it and launch that content. So that they promote it. And they do social and send an email that says hey, we got a new blog, and then they don’t do anything else.

Mike Miller 

Right.

Shelly Miller 

They go on to now we got to create large content,

Mike Miller 

right,

Shelly Miller 

There was like, literally hundreds of other ways they should have been promoting that content.

Mike Miller 

Exactly. So and that’s a good point. Because what happens is most business owners don’t create content. Yeah, that’s true. Yeah. Yeah. So what they, they don’t take marketing seriously, for some reason, which is a mistake, because now more than ever, you need marketing. Because, you know, with all the competition with globalism, you have to have effective marketing that helps you to stand out. And, and promote your really ideas, your beliefs, your benefits, yes, the offerings that you have, and the the future state that they could achieve. If you know you buy into what we’re selling, Yes, right. So the mistake is to not have any content to not share those ideas, thoughts, beliefs, selling points, benefits, right? If you don’t share those, then no one knows why they should come to you. It’s true. So then what happens is just like you’re saying, so people will build or create content. But they’ll do like a blog post.

Shelly Miller 

Right? Yeah.

Mike Miller 

And then put it on social media, and and their blog and wonder why the phone’s not ringing.

Shelly Miller 

Right.

Mike Miller 

And that’s what you’re really speaking to,

Shelly Miller 

I am

Shelly Miller 

Well, actually two things. So not only do they create one thing, and then wonder why their phone’s not ringing. But they also they do that same process each time they create that one thing, hardly promote it, and then go create another thing and hardly promote it. Right. So of course, you’re not gonna get the return that you should be getting.

Mike Miller 

Yeah, and and see, so a lot of people say that, when they’re creating content marketing, that it’s a, it’s a beast that has to be fed, you know, they’re constantly having to create and create and create. And that’s awesome if you if you can create constantly, but it’s not all about creating. It’s not, it’s about creating and promoting. Yes. And we’re just, I guess, really, what you’re trying to say is there’s a lot of different ways to create and promote.

Shelly Miller 

That’s exactly what I’m saying. Yes, there is.

Mike Miller 

Yeah. So, um, you know, like, an example would be, right. Do you got an example I got an example here go with. So like, basically, if you write a blog post, you can you’ve got a blog post, right. So this is the creation part. So if you write a blog post, you’ve got a blog post, but that blog Post could be a video, it could also be a slide deck, you know, they put on SlideShare something, which then makes it potentially a webinar.

Shelly Miller 

Right? And also be a carousel on Instagram.

Mike Miller 

Right? So that yes, so now we’re like the foundational content, then we go into like promoting it. So it could be an Instagram post, it could be an Instagram carousel, you could do a story on it, you could do a video on it. But you could do that for you know, and, and on Facebook, the thing is, is if you took what you’re doing on Instagram, and you kind of used it on Facebook, and on LinkedIn, and everywhere else that you know, your social, your social accounts are you just repurpose that content? You know, you’ll go really far that way. The other thing, though, is that if you if you looked at it, like you’re not just promoting it one time in multiple different formats. You have the blog post, the video, that you see where I’m going, Oh, yeah, you know, I know

Shelly Miller 

I know exactly where you are going

Mike Miller 

Yes, the the webinar, and now your posts you’re promoting. So if you had four different ways of promoting it on three different social media channels, that’s 12 times four, you know what I mean? It’s like it grows exponentially. So what I’m trying to say, and most people to your point, is they they write a blog post, put it on their blog. And that’s it,

Shelly Miller 

or maybe send us an email. Hey, I just Yeah, got a blog post wrote a blog post, we uploaded a new blog post, go look at it link.

Mike Miller 

Exactly. Some people send an email, some people might put it on social media, but one time,

Shelly Miller 

right,

Mike Miller 

Right. And we haven’t even got into paid ads yet. You know, so you could also promote it by boosting the posts,

Shelly Miller 

Definitely. Well, then you and then you re promote it. And then you break it down and re promote it in different ways. So it’s not content that should be created, promoted, forgotten about and brought up maybe some other time, it’s content that should be used continually. And you should find different ways you should strive to find different ways to promote that content. So you know, many times we’ve created something and realized, oh, that actually goes with this other thing we’re going to do so we can, we can promote them together. Again, when we create this new piece of content, those will go together, maybe in a series that can be promoted. That way, they could be made into a mini video that says, hey, we, you know, created this video, you need to go watch it. Here it is IGTV. I mean, it’s always frustrating for people who feel like all they do is create content. And it’s very difficult to create that content. I mean, it’s time consuming for everyone. So it’s difficult to set it set aside the time and the resources to get that done. To feel like it doesn’t perform well. It doesn’t perform because you You did all this work to create that content, and then just drop the ball when it came to promotion. So it feels like you did all this work for nothing, that you know, you really tried, but it’s not working. And no one needs to be frustrated. I mean, you need to you need to follow through the whole process, content creation, then promotion and and challenge yourself to look through every single avenue that you could possibly imagine that your ideal customer is in your ideal client profile matches, and be there create something for that specific, you know, something for LinkedIn. So you can do different things you can you can also create different graphics for the same promotion. People don’t really do that often. Either. They’ll do it once or twice. Or actually they do it once they create a graphic, this is for this promotion, and they promote it. And then that’s it. They don’t think oh, well, I can make another graphic that leads them to the same piece of content. I mean, there’s just again, there’s hundreds of ways to promote stuff. And I think people need to, we noticed that that’s where people lose money. Yeah. And they need to look at all of the ways that they have available to them to promote.

Mike Miller 

Yeah, exactly. Yeah. Well, great point, after all the work that you did, because you’re not gonna write a blog in 15 minutes, right. It’s gonna take you like at least an hour. But the truth is, is that some of them take eight hours. Yeah, they do. So after all the work that you’ve done, you’re just gonna throw it out and to never Neverland where no one can see it. Right. You Got to get people. You got to get eyes on it. You do. And the only way you’re going to do that is some form of omnipresence strategy. Yes. You know, and being everywhere being everywhere that they’re looking your target the people you want the eyes you want on it, getting their eyes on it. That means being where they’re looking, number one. Number two, it means that you’re gonna have to be there consistently. Yes. With a lot of a lot of the same messages.

Shelly Miller 

Yes. Yes. Right. So they know it’s you, and they expected of you. And they then you get brand recognition. And you know, they start going, Oh, those are those people who do this. Yeah. And they look forward to your information.

Mike Miller 

Exactly. Exactly. Which is the right way to build a brand. It is just what happens as a result of trying to sell stuff.

Shelly Miller 

Yes, exactly.

Mike Miller 

Instead of trying to go okay, I want to be Coca Cola. And, and I have, you know, tons of money to just dump on everyone so that they’ll know my name. And hopefully, when they need me, they’ll come to me.

Shelly Miller 

Exactly, exactly,

Mike Miller 

But that’s the wrong way to think about it. Because we want to be something to someone. And someone is our ideal client profile persona. Yes. If we can just get a list of those people and go after them. You know, fantastic, but what you’re gonna find is they’re all over the place. Right? They’re on Facebook, they’re on Instagram, they’re on Twitter, right? They’re on LinkedIn, they’re on.

Shelly Miller 

They watch YouTube and see your ads, you know, a lot of places.

Mike Miller 

Exactly. They’re searching on Google. They’re, you know, they’re reading industry news, trade show magazines, and newsletters, trade applications. And, yeah, exactly there. There’s a lot of different places you can hit them. So your job is to take advantage of it. Take advantage of all those different avenues, just like you were saying, with your content, but also realize that your content isn’t just one piece, it can be splintered into a whole bunch of different pieces. Yes. And then all of those pieces can be promoted. But not just one time, and not just one way, and not just on one channel.

Shelly Miller 

Right? Right. And lastly, on this topic of doing doing good promotion for the content you create, you also need to make sure that you keep an editorial calendar and a resource library with all of this content in it, it makes it easier to recycle back through it and also see get different ideas on how you can promote it together. What was what you promoted before how you promoted it, where you promoted it. So if you have all that, which we’ll talk in other podcasts, but that is the second piece to promoting. So yeah, Want to make sure added that because that all of that makes it easier. And also make sure that you get a good return on your investment from all of the content and promotion that you do.

Mike Miller 

Okay, awesome. That’s great. Wonderful. All right. Well, that, basically, I mean, I think that that was not a masterclass. But if you really think about everything we just said, you’d realize that we’re given some major clues as to how you need to market your business, especially now. And to, you know, attract leads that scale and to grow at scale, and to not just have more leads more often, but also more profitably. Yes. So well said. All right. All right. Yay. It’s a first. All right. Well, I think we’ve covered that pretty well.

Shelly Miller 

We have

Mike Miller 

So we’ll see you next Thursday.

About Shelly Miller

Entrepreneur, marketer and social psychologist - I help you make the most of your business with marketing, online and offline.

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