ABOUT THIS EPISODE
In this episode of Social Media Lab LIVE we will be joined by Veronica Sagastume, biz coaching and consulting expert!
We will explore the Science of Creating Engaging Content!
- Why does my business need a content strategy?
- Will creating and sharing content on social media grow my business?
- What are three ways you can increase engagement with your content?
- Go from 1 piece of pillar content to 2 weeks of content
- Favorite tools to create killer content
Get your note-taking abilities ready because this one will be a doozy!!!!
Episode · 1 year ago
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Episode · 1 year ago
The Science of Creating Engaging Content with Veronica Sagustume
ABOUT THIS EPISODE
In this episode of Social Media Lab LIVE we will be joined by Veronica Sagastume, biz coaching and consulting expert!
We will explore the Science of Creating Engaging Content!
- Why does my business need a content strategy?
- Will creating and sharing content on social media grow my business?
- What are three ways you can increase engagement with your content?
- Go from 1 piece of pillar content to 2 weeks of content
- Favorite tools to create killer content
Get your note-taking abilities ready because this one will be a doozy!!!!
Welcome to the social media lab live podcasts. As a Scott, here's here, the content scientist at the social media lab, powered by a gorbles. You can see everything we do in the Social Media Lab Alive at Social Media Lab DOT lie. Pretty simple. Social Media Lab dot live. Today in this episode, this is an interview I did with Veronica Saga stummy. Her name is very intriguing and took me, mini me time to actually get right and she was a joy to have on my show and talk to her. And we pivoted last minute and change from talking about how to set up a consulting firm to the science of creating engaging content. Veronica has a knack for one talking, but also a knack for creating engaging content for platform or well I say, for industries that typically aren't that great. And with engaging content she is focused on a niche and the accounting and poot keeping industry. Yet she is crushing it. So listen to this interview. You can go watch it as well as social media lab DOT lie. Protect your follow pretch Chet your listen. Now on to this week's episode. Welcome them to social media lab live. Veronica Saga Stumy, I get it right. I get it right. Yes, yes, you did, I win the day. That's what I will say. So, yeah, it's good to have you on the show. Is Kind of funny, Veronica, we're talking. We kind of met through a third party who recommended Ronick from the show that while she's got a really cool angle to talk about and literally last week I change the topic. After like three four months being the Colendar, I went hey, I got an idea and she's rolling with it and I think it's going to be good topic the talk we go. Do you think content is is so hard for people to to kind of figure out? Now, if you don't know Ronica, is Ronica. You know she was an ex corporate CFO, had the corner office, did a lot of that for you know, fun stuff and in corporate Silicon Valley type life and had a big life change in moment. That I'll leave. She wants to share she can and the kind of change things now. I mean you do a lot of consulting and coaching, but really kind of a specific industry. Right, exactly. I definitely niche down. You know, we all start really wide and as we continue to evolve, our business will go through different iterations and I niche down to an industry that I know a lot about. So that what and what is that? If we don't know what is that industry? That industry is in accounting, bookkeeping, tax, financial services, where I that's my corporate background, that's my education, and so as I pivoted into this content strategy world, I decided to go help my folks, my my peers. Yeah, I mean, and that's a hard industry like that you talk about. I mean, that's okay. I mean I I was in counting major in college. I mean, so I'm doing I'm speaking my people. I mean just grant is like one thousand nine hundred and ninety thirty, so long time ago. Yeah, it's not the easiest thing to talk about on social media in the market exactly. It's kind of rough. So it's coming. I'm interested to kind of know you know it is. Is it hard for you to find content for the for that industry? Not at all and not at all, and I think part of it is is try. It's an education process of letting them know what we start off with. It defining what is content, because in the offline world, in like firms and and agencies, that are a little bit drier, you know, like the Insurance Lawyers, accountants, they may not understand what content we're talking about in the online space, and so it starts out what's saying, Hey, all content is is a way for you to let the people that you want to help, let them know how you can help them really focus on the solution to their problem, and do so by sharing stories, because that's the one thing that I can tell you is that you ask any accountant, lawyer, insurance broker, tax prepare to give you some horror stories and then how they were able to help and they got them, they have them and it's through those stories that I'm able to let them know. I'll pull that content out of them and served a highlight for them. It's like if you just go online or wherever you're going to be, showing up and sharing your message and start telling people who came to you how they were before they worked with you, how you help them, and then you get to the other side. Through that story, they're going to be able to see themselves in that example or case study. You don't have the name names, you can give them an alias, but yeah, it's an education, it's a process for sure. Now you said in your bio that you had a life change in moment that made you change from corporate life. You mind sharing what that is? Is it too personal?...
No, no, not into your story. I really love to know. Absolutely. Thank you for listen. I want to know. It's like it's all about it. I'm just going to answer you. Scott's all for you. I'm just said no, it's it's definitely what was a life of a moment, because it was a lot of people will incorporate. You know, you go, you get the college degree, you start your corporate career and you're chasing that, you know, all elusive corner office where you have the title, the compensation, the the way to really make an impact in a company. And I achieved all that and I was very fortunate that I had a career here in the bay area, San Francisco, Bay Areyan, slicon valley, and once I reach that Corner Office, twenty years in the making, you know, very fast. But my grandmother broke her ankle and my grandmother was already in her early s, lived on her own, very independent in San Francisco, and she required to do surgery, then the physical therapy and while a lot of members of my family, we were all very involved in her looking after her and being involved with the medical, you know, decisions. I I was very close with my grandmother. She raised me. I attribute so much to her my work ethic, my entrepreneurial spirit and just the person that I am. That I was constantly faced with a lot of guilt. Killed when I was with her, that I wasn't with my team, killed when I was at work that I wasn't with her. Guilty, feeling guilty that when I drove home in the driveway I had absolutely zero energy left to I shot up as the worst version of myself every single day, everywhere I showed up, and during that time I also developed an eye twitch and uncontrollable I twitch. That was really just my body telling me it there's stress. The stress was just too much and you needed to make a decision. And thank I just think goodness, thank God that I had at the self awareness to really remember that I wasn't going to have my grandmother for very long, she was already in her early sh and that I didn't want to have the regret of choosing my job or my career over being there, being more there for her, but being present when I was with her, not just showing up and checking something out. Okay, I went to the doctor appointment, I went to school therapy and now I'm in this meeting or I tended that conference. I needed to be more present and I needed to just make a decision because I couldn't keep that pace up. And it between making the decision of leaving my corner off as my corporate job, my corporate career, and thinking about starting a consulting business, my CFO consulting business that I started in two thousand and ten. It took about six months to go through that process, but I'll tell you, Scott, that making that decision and being with my grandmother. I had her for another five years, you know, and there was zero regrets of being able to Yees. Starting a business is hard, but he gave me the flexibility in my day to be able to really show up and be present for her and then show up and be present for my future clients, that they always knew who my priority was. That is such a cool story. I appreciate you sharing if you're watching the wherever you're watching this like like love bomb. That like crazy, because that's a pretty personal store to share and I think a lot of us can probably relate to that to some degree. You know, like, okay, I'm sticking this and missing out on this and I'm gone. I know for me it might be kids, it might be loved and so, yeah, that's a really cool sort. I'm glad you got an extra five years. Yeah, it's your grandma. That's roality, really quality. Yeah, not just like drive by, you know, score of time, which is a most of us probably do. Unfortunately, exactly. It was one of our loved ones. So let's fast for now. You've had just comping down for ten years. I don't want to know who or I don't need exact but give us an idea of like how many clients that you have typically it on any given day. Do you have it? You know, a number of that I do. I have two sides to my business. You know. The consulting business started ten years ago and that's more of on a retainer. It's a corporate client that I have and those retainers, I will say it's between seven and ten, and so it's not by myself. I do have an agency type of model that I do CEFO services for and remote accounting. But on the content strategy side, it varies. It varies from, you know, having maybe ten twenty a week because we have one off strategy calls or a few retainer clients that were serving, and so it fluctuates. But we always have enough time. We know what's in the pipeline. We know that, you know, scheduling, blocking time, having a team, all those things do help out and I'm we're actually in the process of creating a product that's going to be able to serve even more people without being constraint on me, my hours or my teen's hours. So I'm pretty excited about that. You have to reveal it. But what kind of product is it? It's almost like a again, you have to listen to the people that you want to help. So when I survey them and I get on the on video chats or zoom calls, you know, skype, whatever, they want,...
...facetime even, and I ask the questions, they are telling me they would prefer a done for you solution, but not a done for you solution through an it like an agency type retainer, which I do offer, but it's more of a product of like, okay, it's like a membership. It's a subscription based membership where they get the captions, they get the Hashtags, they get the like industry, not lifestyle photos, but industry graphics and and a little bit of training, because what they've done is either they'll do it themselves, you know, different industries, like the bookkeepers may do it themselves, but the accounting firms may have somebody inside of their firm. They don't want to outsource it completely to an agency, so they may want to have someone inside of their in their firm to take that on and own it. So they it's a hybrid between the retainer and the you know, Di Wire. So it's the that's coming in a couple of months. So we're in the works with that. Very cool. That's a niche industry and love those. I love the niche industry stories because it's like if you find people, like I have a really close for to of them actually, who work in like this water management system niche and it's really all about like just the valves and stuff, but it's a huge, massive industry and like what I heard of that, you know. But so I love this sort of like weird little niches that you don't really think about, but they need services need help, help, and then need experts that know about content. So some of you looking for a niche. There's a possible niche. Look Up. I mean they yeah, they say that the riches are in the niches. And I will say once you niche down, you start to really speak that language that only your niche is going to recognize and relate to and for you become that even more of an expert and so much easier to refer. Yeah, I think it's why so many agencies are are boutiques. They called Boutique agencies because they're very small, but they're they're all focus on a particular nice because they know the language, because I think you can't be all things alid people. It's hard to do that because in your you can't figure out what to do. But boy, if you can figure out, you real aturs or whatever it is, you can help and fifteen and that, make sure's not so much easier, isn't it? Are Easier, not easy, but easier as an agency for sure. So if you just stop it on watching us, we're talking with Verona, Veronica, saga, Stu me sounds like socket. I've never stuck three four times. I've got it. I've got it now. Yeah, it's there, like you you gave if you haven't given me, if you can give me that example, it would not be there. So yeah, so we're talking about the science of creating engaging content. WE'RE gonna go to walk through four or five questions ideas here with Veronica. If you have questions during the live, if you're watching live or given the replay as well, ask those questions. Will get to him either during the live or are after the fact. So the first thing we want to kind of tackle here was Veronica is and get your opinion on is is, will creating and sharing content on social media grow my business? And this is such an interesting thing with that the niche set you're in. Does does content help me grow my business? Yes, and know why? What's some data back it up? Yeah, I mean my answers always absolutely it will. Yes, it will. However, I do always actually, when I'm preempted by saying you have to Seb realistic expectations. You can't just think you're going to post or share your content or your message once or one week and and expect the six APPS. You go to the gym onting a like, where's my six pack, you know. So the the social media world, you know, creating content, sharing content, staying on topic, showing up for your audience that consistency, not only in frequency but also in messaging. It matters, you know, it's the foundation for a long term relationship. It is you're in it for the long game. It's a really interesting experiment talking about, you know, social media lab, but it's an interesting experiment that we have to enter into and said realistic expectations that it's going to take a minute because, you know, establishing relationships in the online space is different than having the luxury of being in the same room, feeling each other's energy, shaking the hand, having eye to eye contact and in seeing, you know, like that reciprocal conversation, to sided conversation that you have in person at a conference, at a class, wherever in a meeting. You don't have that in the online space. And so the way that you're going to shake hands or increase or start and evolved, you know, that relationship is through you creating content that is a message, a solution, a story that will allow your audience to get to know you. And we are always going after that no like and trust factor. That takes time and so once you start establishing a consistency of messaging, a frequency of showing up for yourself, for your audience, for Your Business, then and you can start to it kind of like inviting them along to follow you and continue, you know, like grow the relationship to the next take the relationship to the next level, and...
...that takes time. But you know, your ultimate goal is to convert that audience into a paining client and it is possible. It is doable. We all do it all the time, but it takes time, it doesn't happen overnight and there's definitely a strategy to it. Yeah, and I like that idea. I think people forget that even though you may not get a like or a share or comment on every post, people see you consistently and they are building a relationship with you, a good or bad one. Either your the directions. So I think the showing up and being there is such a big part of it. But I think we get bogged down sometimes and depressed because I was much engagement this time as it did last time. I think it's you got to have that conduct. Was People can't find you exactly and I want to share an example. I've used this example quite a bit when I'm talking to a large group of people who just don't get it. You know, they're like, what's the point? Such a waste of time, such a time stuck all the things, and I'll say to them, okay, when you go to a storefront, you know, do you think that that store owner waited until somebody came through the door to fill up the store with inventory, with merchandise for them to go through? No, they did it beforehand so that when the cut they were getting ready so that when the customer came through the door, the that customer would have a lot of options and variety of merchandise to look through. That is what we're doing when we are creating our content, in filling up our pipeline, whether it's on Instagram, facebook, Linkedin, Pinterest, Youtube, you name it. Right, we are not going to wait until our potential prospect client comes through to start filling it up. It's a right. Again, we go back to it's a long term relationship. So create the content. What do you stand for? What stories do you want to share? You know, let's let your audience get to know the person behind the business as well, and that is part of your commitment to showing up in the online space, to grow your business online is to create the kind of content that people will want to go and walk into your store, into your social media platform and look through to get a sense of what kind of what kind of services you provide. Who, what do you stand for? Who Do you serve? How do you serve them? I think it's so true. Like that idea of like, we don't see you, don't you don't wait to stock the store until people show up. I worked in the restaurant industry. You working for a pizza buffet restaurants, a manager and we filled a buffer before you open the doors because we want we want to be ready when people show up. Okay, and it's the same thing when there was no social media back then, you you got to be ready. If we open the doors and we had no pizza ready, than customers are oh well, they're not in business today, they're not ready for me there. They didn't think about me. I wasn't important to them. So I think even if if you do not get that initial engagement you hope for, people, go and look their watching, I mean or lurk. He they'll watch your videos they'll they'll read your mess. They may never touch it, but they are looking. And then when they go, oh I need an X Y Z, I know who to go to because I've seen their post on facebook, instrument wherever else, and even on facebook. People forget about this too. Like on Facebook, and I think instagram is probably this way too, when you're scrolling on your phone, you know late at night watching TV, for like me, and you see a piece of content and you just pause for a few seconds on even if you don't touch it, that pause triggers the algorithm and facebook goes oh well, Scott just slowed down for five seconds to look at that photo. He didn't touch it, he didn't open it, he didn't comment nothing, but boom, Scott wants to see more content from that page and I'll see more content later on. You'll see that all the time if you play around, especially on a mold device, and so people forget that. They get Sou caught up in the all the vanity numbers and kind of get stuck on that. I do like some of the comments here. DEB says she knows the CEPA that needs you. Deb Is arcati manager at a Goa Pole. So deb I will email and with Veronica after the show and we will connect that and make that connection happen. Yeah, right now. So, yeah, and I'd like this common here, from from an engagement is key, genuine, not force. Yes, it's a relationship or a series of concentric relationships, community. Yeah, totally like that. Holy, holy gred and, and I appreciate you hopped on watch. I haven't seen you on a live show in a while, so it's good to see you comment on the show here. Thanks for training it. Yeah, and so you you you hit on our next question a little bit, as you were kind of talking about, you know, will content help you grow your business? And and that's the question of you know, why does my business need the contents rates you? Why can't I just post? Read the heck I want to. What do you what's your thoughts on that? Yeah, I think that if you, if you, this is how you're going to guarantee, if you just post whenever you want to, whatever you want to, you're going to guarantee failure. You're going to feel defeated, energy stock all the time, all the negatives that you have thought about is going to happen because you're not putting thought and purpose in into like a focus, on your con on the content that you want to create, and part of that is knowing that what is...
...what season are you in in Your Business? Are you in growth season, engagement, brand visibility, brand awareness, promotion? You need to know sort of like what is it that you want that content that you're creating to do for you, because every single piece of content that you create should have a different sort of focus or purpose. So let's say you are in engagement, growth, which is like visibility, brand awareness. You want to get to know your audience and you want your audience to get to know you, to establish that no like and trust factor. And so, yeah, you want to make sure that you are creating the type of content that has a strategy behind it. No, I start with the end result. Right. Do I want to grow my social media engagement or do I want to grow my brand? How do you measure that? Okay, don't get stuck in the van, but gets get stuck in the are you having conversations? Are People sending a direct messages? Are People signing up for the free resource that you're offering? It's sort of like, if you don't start with the end in mind, like what is it that you want your content to do for you, and then create the kind of content that's going to lead them to that end result and you can then measure that. If you don't do that and if you're just sort of like, randomly, when you think about it, post something. I'll post a quote or I'll post a picture of this, you're not going to get the result that you want because there's no strategy behind it. So you you will waste your time, you will feel like it's not working for you, but part of that is user error, because you, as a business owner or are the content creator, need to think about what is it that you want your content to do for your business before you go and start creating content. I think it's such I think people they don't think about the end result. They think about how many people are going to like this post and then they pivot really quickly and don't think about what's at the I think that's that's so true, and nothing all of the especially, let's be honest, those of us in social media marking. We forget that many, many times. We often forget, like you know, we probably should think about the end goal, not you know, tomorrow goal is like what think about later on in life. So I think that's such a good thing. Now, like when it comes to strategy for you, like for your clients, are how far out are you creating, planning, scheduling, all that sort of stuff? We I don't, I personally don't like the whole a year ahead, even six months, given without year we just came out of really mean right. The world changed in March and for those of us who had all these goals to launch, to do this, to conference, and it all went out the window. And so, even more importantly in content creation, because of the seasons that I was just mentioning, you know, knowing the season that you're in. It's not like a seat, like a weather season. You don't have to be in that season for three months. You can be in that season for a month or even two months. But it looking out to think about, okay, we're going to, you know, build brand awareness or visibility for a couple of months and then the third month will start doing a little bit of promotion to to let them know how you can help and what services you offer. And so maybe thirty, thirty days is too little, ninety days is too much. So we kind of landed on sixty days, with the caveat of what is it that we're going to do in that next quarter? So it's like the two months of one of those seasons, with the third month being what's the next stage? Because again it's what's the end that we're keeping in mind and that's the strategy. And sometimes we just create the strategy and they take it in they internally will execute it. Yeah, I think that's important. Like you get too far, like you said two thousand and twenty, like if we if you had a year for the content plan for two thousand and twenty and then all of a sudden march it last year, like, oh no, everything changes, you have to start over. So yeah, I do think you should think maybe, okay, we're going to do this on a holiday, we're going to do that. Have those sort of ideas in mind, but be to pivot and change. But I liked it two to three months ahead, constantly roll. I think too many people, especially small business owners who don't have an agency working form or helping them, they think a day or two ahead and that's really a they're not they're not thinking a week from now, two weeks from now and three weeks from now and how that impacts I think if anything, you pick up from what Ronick has said is have a long term strategy. That might mean. This is okay. You have my permission. We've done studies on this and even on Instagram, if you stop posting for a little bit, it's okay. The world's not going to fall apart. You know, you're not going to get punished too much in the algorithm, if at all, but maybe you got to pull back and go hey, I'm not going to do anything for a while to really figure this out. Forget out my brand voice, forgot my look. Like even for me, like blogging. I've pulled back to like once a month right now because I'm doing other things and I need to kind of rethink a few things and retool things. And that's okay. The worlds are gonna fall apart because you didn't post a piece of content today. It's okay. It's okay that. I think all people forget that they and they get so oh no, oh no, I forgot to post today, you know, or this week or this month or or whatever it is. It's okay to kind of tell a time out, and that's really and really come back to it with some...
...strategy and going back to the to the lab, right, the social media lab, and you know, for the show, the show's name, it's it's okay to experiment. One of the things that I did is I stopped posting on instagram every single day. I'm now just posting four days and the growth is still there, the engagement is still there, the direct messages are still there and it's actually more now than before, which leads me to believe that maybe posting once a day was too much for my audience. Right. They didn't have enough from to to engage with my content. And you've got to figured it out for every audience. I mean, I would think, and especially the niche of you're working with, with with accountants and bookkeeping and CPA's, they may not need to post all the time because it is their audience doesn't want to see that. But every once in a while a tip, especially video for hopping on a video given video tips and stuff. Everyone swells. Good for that, because I think that fees them slowly, without bombard and the it's too much. I'm going on follow this person. Love some of the comments here. See Brian watching us on Linkedin. High Five of you, Brian, loving your insight and he tagged you to so that was good. De Dev is already messaged you the way. I don't need his been the email. Dev's already taking that initiative and is doing that. DEVER, mind US starting the in and Anna, started to hear about your family. I'm there with you on that and spirit in my own personal family here recently. So definitely, definitely now. And I realized just now, Ronica, that I ask those questions out of order from what I originally said. It's okay, it works because I actually like now. I like how it went because we kind of talked about the why. You know, why you should do this? Why should that? Now we're going to kind of you get into like some of the nuts and bolts, and I love this question here is because I think this is a hardest sign for a lot of people is how do you get more engagement? How do you engagement on content? I would love in all your thoughts you're on at least three ways, and maybe if you have some scientific data geeky stuff to go along with like what are three ways that you see increasing engagement on content that you post? The first thing would be to to you know, I think define how you're going to measure that engagement, because engagement means different things to different people, and engagement on a post on instagram looks very different than on Linkedin. And, for example, is it? Is it a heart I like, or is it a share, or is it a save? And so first you have to define what engagement means to you in order for you to then measure it. For me, personally, the engagement that I'm looking for is the conversation that goes beyond the like or even the comment on the post, whether it's on instagram or Linkedin. Most of my clients are on Linkedin and then secondary on instagram. So that's why I'm saying that. And so it's about creating the type of content that's going to make it easy for them to either, yes, like, comment, save or share. And I'll tell you one of the things that I have found in again, the experiment that I've been running is twofold one, creating the kind of content that will let people it's easy for them to either save or share, and that is, on Instagram, it's care of cells. On linkedin, that caresel looks a little different. It's still doable. I should have just been more prepared and walked you through that. But on Linkedin we can still create that exact same care asell, but making into a pdf to make it look like slides. People and care of cells who have actual tips in them will say them. You can see the insights on instagram and and also on Linkedin. People Save, they share it because it's shareable content. So that kind of engagement to me is so much more valuable than having a bunch of likes on my post, because it just means that people are seeing my content as valuable. And the carousel on instagram also because there's multiple there's multiple slides. The people on your on the feed or with the Hashtag searches are going to be able to see the different slides on that care cell that you create. And again, the contents not always about the like or even the comments that they leave on the post. The engagement is about the saving the action that you're asking them to take. And I will say one more thing with the engagement factor is the direct messages that I get after I share a care a cell or even like a podcast show. It's insane and I wasn't expecting that. I had never been able to get that kind of engagement before I started to create that type of content, right and not and not going after the likes, the I don't pay attention to the to the lights anymore. I pay attention to the direct messages on Linkedin, on Instagram, on Facebook, and I'm very responsive to those as well. I love that because, as I think we and I love honestly, I love, even though most marketers are like cringing. I'd like that Instagram is starting to take away the light count for all of us and publicly see, because it takes away that look at me, takes away that fear of that failure. You know, are what's the old word, the imposter syndrome sort of thing, like we're like, Oh, I'm...
...not as good as them. You know where? They don't know where they got those likes, for one, but it makes it worse quality. And so I like that you're more focus on what's the end goal. We're going back to your strategy. I want client, you want clients, and so they're not messaging you and booking. What's the point? You know? For me, like you know, my big goal with the lab is I want to dry people to the our website. I want people to go read the blog. I want people to get free trials of girl polse. I don't care if they you know, the comments and stuff helped me do that. The engagement helps me, but in the end I want him going over there exactly. I love that. Your focus more on now. That's really good. About the carousels interesting to me because instagram carousels especially, like they went from like I've tested three times now on the blog and the first times like right when they launched carousels, and they I literally like my conclusion was instagram carousels suck. That was like my first conclusion because like even looking at the funny thing was I even looked at instagram's own account when they use carousels and their comments and likes were much, much lower on those compared to their regular post. But then I've tested again, it got a little bit better. Attested again it's got a little bit better. Now I think people are people are more accustomed and used to them. They like them. That sideway. It's a different action. I think the beginnings, you know, carousels were a different action on your phone. Always got my phone nearby, you know, seat of the scrolling up and down. You had to go left and right, but now we've got stories everywhere except there. It's, you know, instagram first and facebook linkedin fleets on twitter. People now are used to that left right scroll, ticktock, I think as a left right kind of option. Maybe he's left riders it up in the anyway, but their useet left and right. They're used to change of things up. So now the carousels, I mean they catch people's attention and what I love about most of the carousels too, is whenever you watch you may Lee, may have seen it once with the first picture, come back two days later and that post shows up again and now you're seeing the third one exactly. Yea Carros like, Oh, what is this to new post? You didn't use the content career, didn't do anything else. It was already there and engage with. So I think that's a smart way to look at. People don't especially Linkedin. I don't think people leverage that. It's because it's a little bit harder to do. Yeah, like it's you still created in Canada and then instead of downloading it as a Jpeg, you have to download it as almost like an in and a half by eleven PDF, okay, and it becomes like all those individual ones show up, like in one when you uploaded in Linkedin, that PDF star turns into a slideshow. I don't know how they came up with that, but you know. So I love such like. I've, you know, Coud slideshares on by Microsoft, by Linkedin and and I've had some of my best engagement on those, especially in the room of people. Yes, White Roun, you can embed them, you can do all kinds of stuff with us. So yeah, so focus on so your big advice to be focus on carousels, focus on waves, I would say hair cells. But I also want to say when you you know, the whole thing about engagement is to get to know your audience better and for the audience to get to know you better. So asking those questions, it's okay to once in a while ask a personal question, like hey, share the you know, your favorite book film last year that you read in two thousand and twenty, or you know what's your favorite quote, or something like that that will allow them to share something about themselves, because, remember, we all like to talk about ourselves. So Song my way or even ask a simple question. I cringe when I ask questions like tell me you're why? Why did you start Your Business? No one's going to take that kind of time. Make it easy, like hey, in five emojis or in three words, in forwards or less, you know, ask a question that they can answer, or you or share a static post that has maybe four squares and number each one of them and for them to vote. That's a different way to do the same thing that instagram stories allow us to engage. You know, they have so many different features on ig stories that we can kind of take away from and use in our social media, whether it's Instagram, facebook, linkedin whatever, to create something along those lines that help our audience to vote, to be part of a decision. Hey, I'm going to be rebranding. Which logo do you like best? Constantly make them part yeah, this or that, either or that, a or be. Make them part of your journey that you're documenting, not that you know, don't don't share things that you can't speak about because you're going through a really hard time. Make them part of the decision making of a new product that you're developing, a new naming, you know, rebranding. But it's all about getting to know them and them getting to know you, and when you make the audience part of your journey of something that you're creating, you're letting them feel like their decision makers in your process as well. That also drives up engagement. Definitely. Saw I love that. I love like making a part of your journey. That's if you're W let's follow Veronica's advice. If you're watching still right now, put in an Emoji in the comments that represents how you feel...
...right now. Would love to know whatever that is. Put an emergency in the comments. That represents how you feel right now. I need the flame. I use the flame a lot. It's like my most Ogi on facebook. So it's kind of fun. Like I'm actually looking at right now and I click at recently used say I'm gonna put it in there and the comments it will show up on facebook. The glass, the flame and with a Geeky Guy, if I can get my mouth or flame with a Geeky guy with glasses is always my my mode. There you go. PERSC most used emojis all the time. They use it when I use my rat my descriptions, but I think that's so important, like getting people to engage fine, even if it's on a facebook page, instagram page, linked in account. I saw and group groups or course on facebook or are huge for us right now and it people. I saw even today for our friend Rob Ballast Abbas from to buddy. Shout out to rob. He got a new studio and he's wonder he's asking in the group, you know, darker light, and he even did like do thumbs up for the dark, do a heart for the lot, you know, for the lighter color, and it's people are comment like crazy in the group and it's just rehacating people. It's simple, easy. It really is. I mean, if you think about it's like it really isn't business, but it's again making people part of that journey exactly. It's so, so important, and people forget about that sometimes. I do, I think in the online space, you know, people need to know, they get they need to get to know the human behind the business or if it's more than one, like you know, you're part of the business. It's like they get to know the person and whether it's, you know, telling sharing through stories or making them be part of decisionmaking, it is building a relationship and that is also building the know. Like and trust factors that were all after in the online space. I love all these. Moe even got an emoji on from from linked in and he needing Brian shared the fires. My hair kind of. I never looked was how much my hair look like that Emoji to. I've used it a lot and it actually does look like that and I didn't really even think about that. I love this advice so far. If you guys are loving this advice, let me know in the comments. And if you've ever watching replayer watching live, I think it really kind of hit a nerve, at least for me, and making me excited about some of the things we're doing. there. Somewhere right, somewhere wrong, but we're getting the nuts and bolts. And I'm really curious about this next question that you wanted me to ask you. How do I go from one piece of content to two weeks our content? Like, what are you talking about here? What does that look like? What's the real world side of that? So we know we the core piece of content. That pillar piece of content could be the blog post on your website, the Youtube video on your channel or a podcast episode. That is like a core piece of content. It's long form that we own. So we've worked so hard on that and then if we publish it and just kind of promote a little bit of that a couple of days, then it's done. No, so I want to just share kind of like my strategy for let's say I have a blog post on my website and we publish it where we know we're going to publish it on a Monday, and let's say I'm just going to use terminology that's for my industry. I hope that's okay, Scott. So so let's say that we're going to have a blog post and it's going to be a set by step got on how to hire a bookkeeper for your business. Okay, that's the blog post on my website. Maybe it'll have an video, but it's going to be fully loaded with all these different steps. Well, I'm going to call it five, five top reasons you should hire a bookkeeper for your business. So sorry, it's not the best title. I think Veronica froze will see as you come back. She froze for you. Guys are watching. Let's see if she comes back. You're watching right now like bomb a lot for Veronica. Hopefully she will come back on I'm trying to see anybody else's comment or that. I freeze. O, there you go, you're back. Oh, you're like in a real good mode and froze, like you're like, boom, giving us some stuff. Oh No, I'm you froze for me. Oh Yeah, yeah, m all right, let's see if you're back. Okay, Mikward, I could I want? I don't know. Yeah, it's kind of weird. All right, go back. I think back says she's back. Okay, so, yeah, keep going, I'll keep going. So we've got the one blog post on my website. Right. Five, five top reasons she should hire. You should hire a book keeper for Your Business. Now, yeah, I have that blog post. I want to create content. That is the strategy that I use, is the WHO, what, where, when? Why? First of all, I want to create these micropieces of content that are going to be along the same sort of theme of that blog post in order for me to stretch the life of that core piece of pillar, pillar content. That's the whole thing is like we want to stretch the life...
...of that pillar content. And so now, by its thinking of the WHO, what, we're when. Top reasons a bookkeeper to scale their business. What question should I ask a bookkeeper I'm looking to hire? What I say? Where can I look for a bookkeeper who specializes in your industry? Fill in the blank. When is the right time to hire a bookkeeper? Why should I care about hiring a bookkeeper? How to hire a bookkeeper for my business? So now, just by those prompts, those are prompts. You can create pieces of content where the captions. You don't have to rewrite the caption all over. You go to your blog post and you pull out micropieces of content from the blog post, the core pillar, the video, the podcast that you create it. Okay, so you now have like, I don't know, six, seven, I lost count, maybe six, six subtopics. Now you're going to decide what type of style of content are you going to impair that up with? Is it going to be a static image with a caption? Is it going to be a static image with text and the caption? Is it going to be a care cell? That may be shares, you know, the intro slide and then one, two, three tips and then it's sort of like a recap and then tell them what to do. You can convert that carousel into a video and you can do that very easily in canva. Instead of just downloading the jpegs, you put a little music and converted into into a video. You could do an IG story again, you can have an arc with the IG story. Maybe it's three, four five different little stories that talk about the tip or the strategy or the the tool, the resource in that's inside of that blog post. And then you you're driving traffic to that core pillar. So again, these micro pieces of content that I'm suggesting you create are to either drive traffic back to the block block post that you created or the Youtube Channel that where you uploaded your video or the podcast that you just published, or it's also to reinforce the theme or the message that you shared on that block post. Not every single piece of content has to have the call to action of click link in the bio or, you know, click to read the block post. It could just reinforce the messaging. Another piece of sorry planking. The content that you could could create with that micro content would be a quote card, something that you said, you know, along to go along with the caption, multiple what I call audiograms. You have a static image with the waves and then you're saying something you read, something of tip that was on the block post, or you could create one minute video where your faceto camera on your you know, on your phone, and yeah, that could be just another one. or You could create a little bit longer video ig t in, shared on IGTV or share it on and Linkedin or in. My last one is to write an email to your email list where you are going to tell them why you wrote that block buzz or why you recorded that video or why you recorded that podcast. Don't just share the link to the thing, to the cheer long form. Tell them there's the behind. Why did you decide? What were you seeing that led you to create that? Who did you think would be able to help? And so by doing all that, you've not created like seven or eight, maybe even ten pieces of content that you could then focus on sharing on your primary social media platform on week one and then share those pieces again on your secondary platform. And so for me, maybe I share all those pieces of content on Linkedin on week one and then share all those pieces of content again on Instagram, or I could split them up first or on it. I like the idea. Like and hopefully our videos both work and I've had cat people say that froze from it nut. You're fine to me that whole time. So hopefully it was for everbody. I could hear you. Good. Who knows if it's me or you or the Internet of the world? Who knows it's Wednesday? Who knows? And stay will blame it on that? Will Blome on the groundhog from yesterday. Yeah, I liked that because I think what happens a lot to people is they'll create one big blog post and then here it is and that's all they do. I think, pulling out those little micropieces, making it, you know, using something like headliner to create a short version of your podcast, and then I think a lot of us will do that. Maybe we'll do a couple little bit then do you in one week on one platform, one week on an other. I love that idea of spreading up beause a lot of times we just want to go okay, Click, click, click on doing it to facebook, Linkedin, twitter, instagram, everything, all one day, you know, and all the same time, where you're saying spread it out, like take some time, stretch the life of that for piece of content. Stretch the life. I like that idea because I think I think most of US probably missed that. I think most of those are like we're like a, what have you done for me lately, like right now,...
...it's part the mindset and so we want to just boom, pop it out there. We're done. I posted yea, and I'm a hundred percent guy. I got I record a podcast and put a blog out yesterday. I'll post it a few times, I'll email about it and I'll probably forget about it three weeks now because I've got another one I'm working on. But I love that idea of splitting that up. So if you've got content, if you're watching, that what she was saying. Fine, ways to split it up into micro content and yeah, mix it easy where you don't have to keep on, keeping off produce. Yeah, less is more, I think when it comes to content these days. I know for years, like a lot of us were producing, you know, a blog every day, five days a week for years just to trying to, you know, help Google search. But now it's like Google's like Hey, wait a minute, we realize that may be great less and you've been more authoritative and do something with it on social to kind of kind of get that out there. So I really, really do dig that. I like what you said about, you know, like showing your expertise by staying, you know, creating those micropieces of content based on your core pillar piece of content that you created. It reinforces your expertise about that topic, that's subject matter, right, and it's like you may feel like, Oh my God, I'm repeating myself, but you don't know. Your audience likes to consume your content in different ways, whether it's the podcast, the video, the blog post or reading the carousel the IG Stories. You don't know. So by creating these different micropieces of content based on your core pillar, you're reinforcing in your meeting them where they are and you are letting them consume your your content the way that they like. And that's the beauty of you know, again, you're not creating new pieces of content, you're taking from your core. Yeah, yeah, thing to I mean, if we know, organic reach on all the platforms is like, on a good day for most people, like one percent. I mean that's just that's just reality. Small Business and smaller towns, local business do a little bit better. We know that. To bars, restaurants, they do a little bit better as because of their niche. But if only one of your people, your fans, your followers, are seeing the content when you post it on Monday, you posting a different kind of, you know, angle on it. On Tuesday or Wednesday, they probably not going to see it. They didn't see the first one. So I think we forget about that because we we think about those who are engaged and we don't want to tick them off and run them away. But they're not really going to see everything anyway, so you might as well take advantage of what you've already created in this kind of spread it out now real quick. What I've got you here for a few more minutes. Maybe you've mentioned canva a couple of times. So we know canvas one of your favorite tools and I'm a big canva user because it makes someone like me, who's not good at Photoshop, look like I know what I'm doing, and I don't most of the time. What are some other tools that you use to create content and kind of maybe repurpose it in the way that you're repurposing? So one of the I've got a couple. So yeah, you, like you said, canva. I use the paid version of Canada because it just gives me so much more flexibility, like recising the contact graphics that we create to fit the platform. I think it was Anna who was talking about, you know, specialized in. Each platform has a different flavor. So, yeah, it's not a just like copying in paste. That's not repurposing, but it's respect the platform that you're posting on. But at one of my apps on my phone that I use often, it's called pocos focs. It's an APP that allows you, if you don't have that camera that gives you sort of like the blurry background, you can take one of your photos and upload into Focos and sort of like, you know, blur the background a little bit and it makes it seem so much more. It's a higher resolution, it looks really cool and it's a quick little edit that you can do and then share. Share that, especially if it's like a selfier. I use my dog a lot, my dog cocoa. Another one would be, I think I mentioned this when we were in the in the Green Room. I've been using clip scribe quite a bit and e clip scribe allows you to you record one video and you can upload that. You can create a template for how you wanted to embed it like you can have like a top and a bottom, like a solid background. It has a timer bar. It allows you to also add and convert captions immediately and then you can size that to fit ig stories or IGTV linkedin facebook. So you have one video that, once you create the templates, you can just convert into all these other ones and it's such a timesaver. But it also looks really beautiful on your feed if you want to put a little bit more production into it. But it's not that hard. You just create the video, uploaded and yeah, turn on the captions and select the timer and you can customize that. You can add your logo, you can customize the font color, the font type. I'm loving it and it's pretty budget friendly. Yeah, I think cloud. I've seen clip scrap so many times and mom my instagram feed be an advertised I'm like,...
I got a connect with these guys. But yeah, you can get them for like eight bucks a month, as low as that, depend on how much you wanted to have done and how much you minutes you want to transcribe and that sort of stuff. Yeah, that's so what they call the you know, the Gary v style videos. It kind of started that whole, the whole thing, and we use though we have. We we're purpose. A lot of our live videos will take pieces. We make those sort of looks, but it's yeah, it's content you can post like specially if you make it story wise a yeah, no, you can post that and make it a minute, a half, two minutes. You posted the IG TV, you posted the stories, like you said. Well, go it's a couple of pieces you can posted, you know, to the feed anywhere you want to. I think there's yes, tools. I love clips. Try I haven't used it a hundred percent. Of played around with it, but I really did that and I supposed to linked to Pocos, which seems like it's I think it's an apple only, nap only. Sorry, Sorrys as android people, just like clubhouse, we can't get it. I'm started on clubhouse. Can I share? Can I share real quick tip that people may not know about, but you know, there's most of us, if we have an instagram account, we have ig stories. I know reels is all the rage, but I just want to share a tip that that has been really helpful. And again it's about just work smart with what you have in I just stories right when we can create a boomerang or a lot of different things. I like to create boomerangs that before I post any type any text or add music or anything like that, I'll just download the boomerang into my my camera role and then I can use that over and over again, especially if it's a boomerang with a coffee or my laptop or a tablet that you're pointing to. You can use that so many times and you can also use it in your linkedin stories, in your facebook stories, in your ig stories in future, because you know they're only there for twenty four hours. No one's going to remember that you did that Boomerang three months ago. So that's just a quick little thing where it's saved in my camera roll and I pull it up. I put in a folder for IG IG anything. Yeah, I think people forget to save those quite often. What I'll do a lot of mine like I'll make them and ig stories and then, like I did when yesterday, you know, I've been ranting, I kid about clubhouse because I you know, I'm I'm like ranting about it because I'm not really a club I'm not a clubout guy, but I created the store instagram about it. Download it and then put it on facebook, but changed it up a little bit. It was a little bit different on facebook story. I even went to Linkedin in twitter. That the same thing. I didn't ID spen a dime. It took me exactly. Took like a minute to create on instagram and was done with it. And so but yeah, you just your reparbison put in a multiple places make it look a little bit you know, it's supposed to be on that platform. That's the thing. I think people forget about that. Like if I were to have used that story, you know from the video from Instagram, it had two little heart slider thinking. I don't want you call that the reaction that. Yeah, you couldn't have done that on facebook. So I put, you know, an Emoji on top of it. You didn't you know it was it. So you got to remember that people don't do that, don't know it, before you start adding all the little gadgets to it. Yeah, definitely, definitely were doing so, man, I think this been like so good. I think the device you given is gold and everybody's to go back and watch and rewatch and listen to this later on, because at the other adviser was great. I think we need that. We need to know what to do with content. Sometimes going back to the basics is import working, because I think we forget about the basics a lot of the time. So we'll Scott, can I ask you a question? Oh Oh, she's turning the tables on me people. All right, let's go for it. You in keeping with the theme of the content. You started with your question of you know, the question of the day. It's like, where do you get your content ideas? You know, I look to see, you know, I do look at what other people are doing. I want to see what competitors in the space for doing, what's working not working. It's sometimes nice to see. Well, you know, you can kind of learn a lot from other people in your space. So if I see someone's because, yeah, I'm in the social media marketing space, so I see something kind of work, okay, how can I put my tweek on it? How can I put my my feel on it and do it that way? So, especially for live videos, because I do a lot of live videos. I'll talk about live video a lot. So I watch, Gosh, you know, I'll watch four or five live videos a day. I mean I watch the whole thing, but I'll hop on and comment and watch, and so I think I get it from other people in our space and our industry. That's where I kind of go to. I don't look at celebrities, I don't look at, you know, Giant Corporation page. Is More like peer to peer. I want to see what's working and not, and that's that's probably where I get my ideas from. First, like, I know for a live video especially. That's like I was on Kim Gars live video Monday morning and what she did during the show for her trivia, which I used to a lot of trivia on the show. Evidently lately I love it. I'm like, Kim, I'm stealing that because I love what you just did, and so stuff like that I think you'd kind of look at you put your own ankle...
...on it. That's use what I hear. Okay, one fun question. If you were on a deserted island and could only listen to one artist, and I'm borrowing this from one of the podcast host who ask me, and I love that question, if you could only listen to one artist for the rest of the time that you were going to be on that deserted island, who would you listen to? I go immediately to a god named David crowder. He is a worship leader and was one of my best friends. I've known him before he was known, and now it is like a he did. If you're in the church, music and Christian worship, he's one of the biggest things out there and is old friend. I could listen to him. Well, I listened to an album that I helped him record twenty years ago. All the time. So yeah, so that he would be. He would be my guy because I can listen to him read the phone book first person. I popped in my head anyway. Excellent. Thank you for knowing. Yeah, and who knew that it would turn into Rodka asking me questions? I love that. You're the first one to ever do that. And so that was that was pretty awesome. Someone said here. This is funny. That's in the comments. Beck said, beyonce, we go. It's someone here. I don't know who the facebook user is. I put a link to come out. Scott are's in the desert island. I'm not sure, but I appreciate you and I hear you. Definitely glad you got to know him back the yeah, very good. Yeah, David. I call him Dave Right. He's David's whatever it calls him, but I know I'm just Dave. We help start a church together and Waco. It's yeah, it'spenning for a very long time. I haven't seen him in ages, but yeah, definitely would. So, Veronica, I mean I want people to go find you and I'm going to put a link in the comments to go over to Ronika's website. I'm not going to attempt to spell it on. Thank you. Yeah, just Google Veronica's name. I'm sure the only one out there with this name. I can't imagine there's anybody else with this sort of name. There is one in La in. Her content is not my content. She's okay, much, much younger and she pust a lot of there you go. You know, on our website you can find her resources, cervoses, the blog, a lot of really good stuff on there. And I do like one more thing where we're still on here, and I should if I weren't going to save Dave cratter, I would have said James Taylor. Thanks Taylor. When I'm o the yard I put in James Taylor. So yeah, he's my guy. That kind of mellows me out and kind of gets me back to a good place. So yes, Ron, I appreciate you be on the show. If you got a second, hang out in the green room and come chat with you seconds. Gay. Thank you for all the comments. You guys. I will be playing as well. Thank you so much.
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