July 23, 2024 • 17 mins
Our world is overflowing with free content and it's *way* more than we could ever consume. And as more social platforms pop up to share your content on, you're at the mercy of the ever-changing algorithms as trends come and go. In today's episode, I'm sharing my 3 top tips for creating standout content in a noisy online world.
- Why choosing your platform is more about being consistent than the platform itself—there's no one "right" platform to use.
- The importance of being intentional and strategic with your content, while focusing on your business goals and vision.
- Why sharing what other people are sharing is a sure fire way to get lost in the crowd—while it probably won't get you any haters, it won't get you any true fans either.
- The value of meeting your audience where they're actually at, rather than where you *think* they're at.
- How creating content for education is much more effective than content created to entertain.
SHOW LINKS:
- Get my Daily Biz Booster emails: https://stephtaylor.co/DBB
- 5 Simple Tweaks to Boost Your Launch Profits: https://stephtaylor.co/tweaks
- Want me to spend a day working on your next launch? Book a VIP intensive: https://stephtaylor.co/vip
- Get The A-Z Podcast Launch Plan: https://stephtaylor.co/plp-ig
- Get a 30-day free trial of Kajabi: https://stephtaylor.co/kajabi
Let's be Instagram friends: https://instagram.com/stephtay...
- Why choosing your platform is more about being consistent than the platform itself—there's no one "right" platform to use.
- The importance of being intentional and strategic with your content, while focusing on your business goals and vision.
- Why sharing what other people are sharing is a sure fire way to get lost in the crowd—while it probably won't get you any haters, it won't get you any true fans either.
- The value of meeting your audience where they're actually at, rather than where you *think* they're at.
- How creating content for education is much more effective than content created to entertain.
SHOW LINKS:
- Get my Daily Biz Booster emails: https://stephtaylor.co/DBB
- 5 Simple Tweaks to Boost Your Launch Profits: https://stephtaylor.co/tweaks
- Want me to spend a day working on your next launch? Book a VIP intensive: https://stephtaylor.co/vip
- Get The A-Z Podcast Launch Plan: https://stephtaylor.co/plp-ig
- Get a 30-day free trial of Kajabi: https://stephtaylor.co/kajabi
Let's be Instagram friends: https://instagram.com/stephtay...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
A really easy way to blend inand just contribute to the noise is to
share the exact same tips and tricksthat everyone else is sharing. It's safe
content. It's not going to getyou any haters, but it's probably not
going to get you any true fanseither. Welcome to Imperfect Action. I'm
Steph Taylor. For years, Iread all the books, downloaded all the
(00:22):
freebies, and did all the courses, but it wasn't until I started taking
imperfect action that my business had itsfirst million dollar year. Imperfect action is
about doing things before you're ready,prioritizing consistent action over perfect action, and
moving forward even when you're not sureyou're doing it right. On this show,
(00:43):
you can expect mindset advice, actionablemarketing tips and strategies to build a
business that brings you more profit,more freedom, and even more joy.
Are you on the list to getmy daily businesses? Every day, I'll
send you a bite sized prompt designedto help you grow your business in a
more intentional way. Sign up atsteptaylor dot co, forward slash DBB,
(01:04):
or at the link in the shownotes. Hey, welcome back to the
Perfect Action. This is episode eighthundred and thirty seven. In a world
that is saturated with so much freecontent. This is how you can create
content that stands out. Today,I'm going to be sharing with you a
couple of ways to zag when everybodyelse zigs with their content. I'm going
(01:29):
to share some ways that you cancreate content that isn't just contributing to the
noise, but actually adds value andstands out. But let's just start by
looking at the problem with content marketing. These days, we have way too
much content pushed into our faces everysingle day. We have Instagram reels,
(01:49):
feed, TikTok, stories, emailinboxes, podcast apps, facebook groups,
et cetera, et cetera, etcetera, and we can only consumes so
much content in the time that wehave. The algorithms on social media platforms
they are designed to get the rightcontent in front of you so they can
(02:10):
keep you hooked. Because if theykeep you on their platform for longer,
you can chume more content, theycan serve you more ads, they can
make more profit. TikTok does thisreally well. The for You feed is
just like this never ending feed offull screen videos that will keep you scrolling
pretty much forever. It's one ofthe reasons why I try not to look
(02:31):
at TikTok on my phone ever,because I know just how dangerous and how
time consuming that can be. Whenevera new platform launches, or whenever a
new format launches on an existing platform, like, for example, when Instagram
reels came out, fewer people wereusing it at the start, so there
(02:52):
was less noise and your content couldget in front of more people because you
were competing against fewer pieces of similarcontent. Essentially, you are competing against
fewer pieces of or fewer other Instagramreels to reach the people who were consuming
Instagram reels. And if we thinkabout when this first happened, this was
(03:13):
the point where a lot of expertswould pop up and they'd say, oh,
you have to be on TikTok orreels is the best way to get
in front of new people. Andwhile these statements might have an element of
truth at the time, they canalso be quite misleading and harmful because they
can lead solo business owners to thinkthat they have to be doing all of
(03:34):
the things and be on all ofthe social media platforms, and that if
they're not doing these things, they'renot doing enough to market their business and
that can lead them to feel reallydown about themselves. It can lead them
to try and do everything and sometimesburn out. There is no one best
platform to be on. There isno one thing you have to do to
grow your business. There are manydifferent ways you can grow your business.
(03:57):
There are many different platforms, eachwith their benefits and disadvantages. And anyone
who tells you that you have todo a particular thing, they're probably pushing
some kind of agenda. They're probablytrying to sell you something. Now,
as more and more people start touse this new platform or this new format
on an existing platform, there becomesmore noise, more content. We think
(04:20):
about Instagram reels years ago compared withnow, I would post an Instagram reel
and it would reach thirty thousand people. Now I'm lucky if it gets maybe
five thousand views. That's because thereare more reels out there, and it
becomes harder to get my reels infront of the people who are consuming reels.
(04:40):
And what tends to happen is youalso start to see people posting content
on that platform or on that mediumwithout asking whether they should be. They
don't ask, oh, should thisvideo be a reel or does this piece
of content need to be a podcastepisode. Instead, they post content to
tick a box so they can say, oh, yes, tick, I
(05:00):
posted that Instagram reel today. Ratherthan being intentional about what they're posting and
whether it aligns with their goals,they're thinking, Okay, I need to
post three times this week so Ican tick these boxes off and say that
I've done marketing, rather than creatingcontent that is strategically aligned with the direction
they are taking their business now.Algorithms then have to find a way to
(05:26):
distill the noise. They have tofind a way that when everybody starts posting
Instagram reels, for example, usersare seeing what they want to see.
They're not just seeing all of therubbish. Otherwise they would leave the platform
and they would go elsewhere, andthat's a hit to their advertising revenue.
We've seen this happen with Facebook.Fewer people are using Facebook and they've had
(05:46):
a decrease in revenue. So whenthe algorithm then finds a way to distill
through the noise, your content getsshown to fewer people than before, and
yeah, your engagement drops. Andtypically this is not because of the algorithm
so much as it is about theactual content that you are posting, because
if somebody is still posting really good, really relevant content, that will still
(06:09):
be shown to people. The algorithmwill find a way to show that to
people. In the case of podcastingor blogging, this might look like really
slow growth. People are consuming yourcontent, but maybe they're not coming back
for more, or they're not takingany steps to work with you, inquire
with you, join your email list, follow you elsewhere. It's like they
(06:31):
consume that piece of content and thatis it. And it's really easy to
blame the environment. It's really easyto say no, it's just way too
hard to stand out these days,or the algorithm doesn't show my content to
anyone anymore, and give up.And this is easier than putting on your
big girl pants or your big boypants and asking what is it about my
(06:54):
content that doesn't stand out? Whatis it about my content that means it's
not impacting people, it's not resonatingthe way I want it to. And
that's a really tough question to ask. The good news is, though,
that you can still create content thatstands out. So I'm going to give
you a couple of tips in aminute on how to create content that stands
(07:15):
out, But I do want tosay there are a few prerequisites. Prerequisite
number one, you need to stickwith the same platform for a while,
regardless of what platform it is,whether it's a podcast or TikTok or YouTube
or a blog. You need tostick with it for at least twelve weeks,
rather than showing up for like aweek on one place and then deciding
(07:39):
that, oh, no, TikTok'sbetter, so going over there, and
then deciding no, I need tobe on YouTube. The grass is always
going to look greener, but it'snot. I promise the grass is greener
where you order it. The secondprerequisite is that you need to be consistent
with sharing content on that platform soconsistently, and it doesn't consistently doesn't mean
every day. Consistent means every weekat least, and it means sticking to
(08:03):
some kind of schedule that you canyou can fit with your schedule with your
other priorities, some kind of contentcreation and publishing cadence almost And that means
prerequisite number three. You need toprioritize content creation the biggest the biggest area
(08:24):
where I see business owners slipping ontheir content creation and their consistency is because
they're not prioritizing it. You geta lot of clients in through the door,
and it's amazing because now you havea really good income and you're really
busy. But because you now havethat income coming in, you're not worrying
about how you're going to get thosenext clients. And then when the projects
(08:46):
that you're working on with those clientsfinish, or if they decide that they
don't want to pay you a retaineranymore, then suddenly you find, oh,
I wish i'd done some marketing threemonths ago, because now I really
need to hustle to try and getsome more work through the door. But
if you prioritize it and it's somethingthat just becomes part of your week,
(09:07):
then you're going to stick with itand it'll help to create that consistency in
your business. You really do needto treat it as a very important task
in your business, because it is. In my business. Content creation is
my most important task. Now.The occasional piece of really good content might
get you some attention, but consistentgreat content is how you build that audience
(09:31):
and how those people begin to knowyou, like you and trust you enough
to buy from you. It's notabout having one TikTok video that goes viral.
It's not about posting one Instagram reeland a lot of people like it.
It's not about putting up one blogpost. It's about consistently showing up
(09:52):
in the same place so that peopleknow you, like you, and trust
you enough to buy from you.Okay, So the three three for creating
content that stands out in a worldwhere we are just saturated with content.
Tip Number one. Share content thatothers in your industry are afraid to talk
about. A really easy way toblend in and just contribute to the noise
(10:16):
is to share the exact same tipsand tricks that everyone else is sharing.
It's safe content. It's not goingto get you any haters, but it's
probably not going to get you anytrue fans either. Now I'm not saying
you need to be controversial on purpose. It might suit some people's brands,
but it's not going to suit everybodyto be controversial on purpose, And honestly,
(10:37):
I don't think you need to dothat to try and grab attention.
But if you truly believe in something, if there's some kind of unpopular opinion
that you have and the reason youhaven't talked about it is because you're afraid
that some people might not agree withyou, or some people you might get
a few haters. That's probably somethingyou should talk about, especially if it's
something you believe really strongly in andlike. It might be an unpopular opinion,
(11:01):
or it might be a personal storythat you are afraid to share because
you're worried others will judge you forit. So share those things that feel
uncomfortable, to feel vulnerable that otherpeople in your industry aren't talking about.
It's really easy to just regurgitate thesame tips and tricks, but that's not
how you stand out. The secondtip is to meet your audience where they're
(11:24):
at right now and answer their questionsfor them. When we are the experts
at what we do, it's reallyeasy to keep coming at every topic from
that expert angle, putting our expertknowledge out there, sharing the research,
sharing what we know. But sometimeswe need to put ourselves in our audience's
shoes. We need to understand,Okay, what are the knowledge gaps?
(11:48):
What do they not know that wedon't even realize they don't know? What
kind of basic things are they notunderstanding? Are they not grasping completely?
What are they struggling with? Howcan we empathize with these struggles even more
in our content. For example,if you are sharing tips for how to
maximize their running workouts, but theyare struggling to lace up their shoes and
(12:11):
get out the door for a run, then your content is going to fall
flat. So instead, what youwould do is find out what questions they
have about running, find out what'sstopping them from getting out of the door.
What is it? Mindset? Isit, accountability? What is it?
And use their language, solve theirlittle struggles with them, empathize with
(12:33):
them, help them with those littlestruggles first, rather than giving them what
they're giving them that really far downthe track kind of content. Personally,
I find that my best content topicscome from asking my audience what questions do
you have about? And then whateverthe topic that I want to know is.
(12:54):
So, for example, this episode, when I ask my audience what
do you want to know about growingyour audience? One of the questions that
came up was how can I standout online? Great, that's given me
an entire podcast episode I can talkabout. I could talk about this all
day. Okay. Tip number three, go deeper. In a world where
(13:16):
short form content is everywhere and it'sdistracting us and it's entertaining us, create
content that is the opposite. Thereis so much short form content out there,
and it's really easy to create,it's really easy for people to consume
it, and it's really addictive becauseof the short form content. It's so
addictive and it keeps people consuming morebecause it's just dopamine hit after dopamine hit
(13:37):
after dopamine hit. But short formcontent works so much better for entertainment than
for education. And for most ofus, those of us who are selling
services, those of us who areselling our expertise, our own digital products,
anything around our own knowledge. Ahuge part of marketing that is educating
(13:58):
our ia deal client. It's educatingthem on what they need to know before
they'll be ready to solve the problemthat they have. And unfortunately, a
ten sentence TikTok video isn't gonna reallygo very far for that. It might
grab somebody's attention, it might entertainthem, but it might not really be
that effective in moving them closer tobuying from you. So instead of battling
(14:24):
against all of these fifteen second tiktoksand three sentence Instagram captions, why not
write a one thousand word blog postgoing deep into a topic that will help
your ideal customer. Now you mightbe thinking, well, it takes so
much longer to do a thousand wordblog posts than a ten second TikTok.
Great, but that one thousand wordblog post will have a much longer lifespan
(14:46):
than a ten second TikTok and youwon't be doing as many of them.
And then what I find really goodis repurposing that long form content. So,
if you've written that thousand word blogpost, can you earn a little
snippet of that into a TikTok video? Could you talk about it for ten
seconds and then direct people to goand read that blog post. Maybe instead
(15:11):
of a thousand word blog post,it's a ten minute podcast episode or even
a five minute Instagram video rather thana fifteen second Instagram reel. So it's
more about going deeper into the topicsthan creating just mass amount of content.
For example, so I could havegiven you these tips, these three tips
(15:31):
in a really short Instagram reel.I could have been on camera pointing at
little bubbles, you know. Tipnumber one, Tip number two, Tip
number three, But without listening tothis entire episode, you'd probably be scratching
your head wondering what I mean bygo deep or meet your audience where they're
at and answer their questions, becausethat short form content doesn't give me enough
(15:56):
of an opportunity to go any deeperinto a topic. And yes, I
could say, hey, read thecaption below, and I could expand on
it in there. That could bea longer form kind of content. I
could use that shorter form video topromote this podcast episode and send people to
listen to it. But just bywatching that fifteen second video on its own,
(16:18):
they're probably not going to get awhole lot of value, all right,
So there you have it. Threetips to stand out better. Share
content that others are afraid to talkabout. Meet your audience where they're at,
and answer their questions, and godeep. Do long form content rather
than just creating lots of short formcontent. Your step to put this episode
(16:40):
into action, I really would encourageyou to pick a platform, a platform
where you're going to share longer formcontent, and you can commit to sharing
one piece of long content each week. That could be a blog, it
could be to your email list.It could be YouTube, it could be
in longer form Instagram videos, itwould be anywhere, anywhere. It's not
(17:03):
so much about the platform as itis about finding a type of content that
suits you, that you can committo consistently, and that you can go
deep enough into a topic that youare an expert in. All Right,
that is it for this episode.If you have any friends who you know
are struggling to share content that standsout, share this episode with them.
(17:25):
Hit the share button, copy thelink, send it to them. It's
how I get to help more people. It's how I get to help your
friends. And if you haven't alreadysubscribed to the show, hit the plus
button or follow in Spotify and thatwill just make sure you get every brand
new episode released straight to your podcastapp every Monday, Wednesday and Friday.
Thank you so much for listening.Catch you next time.
A really easy way to blend inand just contribute to the noise is to
share the exact same tips and tricksthat everyone else is sharing. It's safe
content. It's not going to getyou any haters, but it's probably not
going to get you any true fanseither. Welcome to Imperfect Action. I'm
Steph Taylor. For years, Iread all the books, downloaded all the
(00:22):
freebies, and did all the courses, but it wasn't until I started taking
imperfect action that my business had itsfirst million dollar year. Imperfect action is
about doing things before you're ready,prioritizing consistent action over perfect action, and
moving forward even when you're not sureyou're doing it right. On this show,
(00:43):
you can expect mindset advice, actionablemarketing tips and strategies to build a
business that brings you more profit,more freedom, and even more joy.
Are you on the list to getmy daily businesses? Every day, I'll
send you a bite sized prompt designedto help you grow your business in a
more intentional way. Sign up atsteptaylor dot co, forward slash DBB,
(01:04):
or at the link in the shownotes. Hey, welcome back to the
Perfect Action. This is episode eighthundred and thirty seven. In a world
that is saturated with so much freecontent. This is how you can create
content that stands out. Today,I'm going to be sharing with you a
couple of ways to zag when everybodyelse zigs with their content. I'm going
(01:29):
to share some ways that you cancreate content that isn't just contributing to the
noise, but actually adds value andstands out. But let's just start by
looking at the problem with content marketing. These days, we have way too
much content pushed into our faces everysingle day. We have Instagram reels,
(01:49):
feed, TikTok, stories, emailinboxes, podcast apps, facebook groups,
et cetera, et cetera, etcetera, and we can only consumes so
much content in the time that wehave. The algorithms on social media platforms
they are designed to get the rightcontent in front of you so they can
(02:10):
keep you hooked. Because if theykeep you on their platform for longer,
you can chume more content, theycan serve you more ads, they can
make more profit. TikTok does thisreally well. The for You feed is
just like this never ending feed offull screen videos that will keep you scrolling
pretty much forever. It's one ofthe reasons why I try not to look
(02:31):
at TikTok on my phone ever,because I know just how dangerous and how
time consuming that can be. Whenevera new platform launches, or whenever a
new format launches on an existing platform, like, for example, when Instagram
reels came out, fewer people wereusing it at the start, so there
(02:52):
was less noise and your content couldget in front of more people because you
were competing against fewer pieces of similarcontent. Essentially, you are competing against
fewer pieces of or fewer other Instagramreels to reach the people who were consuming
Instagram reels. And if we thinkabout when this first happened, this was
(03:13):
the point where a lot of expertswould pop up and they'd say, oh,
you have to be on TikTok orreels is the best way to get
in front of new people. Andwhile these statements might have an element of
truth at the time, they canalso be quite misleading and harmful because they
can lead solo business owners to thinkthat they have to be doing all of
(03:34):
the things and be on all ofthe social media platforms, and that if
they're not doing these things, they'renot doing enough to market their business and
that can lead them to feel reallydown about themselves. It can lead them
to try and do everything and sometimesburn out. There is no one best
platform to be on. There isno one thing you have to do to
grow your business. There are manydifferent ways you can grow your business.
(03:57):
There are many different platforms, eachwith their benefits and disadvantages. And anyone
who tells you that you have todo a particular thing, they're probably pushing
some kind of agenda. They're probablytrying to sell you something. Now,
as more and more people start touse this new platform or this new format
on an existing platform, there becomesmore noise, more content. We think
(04:20):
about Instagram reels years ago compared withnow, I would post an Instagram reel
and it would reach thirty thousand people. Now I'm lucky if it gets maybe
five thousand views. That's because thereare more reels out there, and it
becomes harder to get my reels infront of the people who are consuming reels.
(04:40):
And what tends to happen is youalso start to see people posting content
on that platform or on that mediumwithout asking whether they should be. They
don't ask, oh, should thisvideo be a reel or does this piece
of content need to be a podcastepisode. Instead, they post content to
tick a box so they can say, oh, yes, tick, I
(05:00):
posted that Instagram reel today. Ratherthan being intentional about what they're posting and
whether it aligns with their goals,they're thinking, Okay, I need to
post three times this week so Ican tick these boxes off and say that
I've done marketing, rather than creatingcontent that is strategically aligned with the direction
they are taking their business now.Algorithms then have to find a way to
(05:26):
distill the noise. They have tofind a way that when everybody starts posting
Instagram reels, for example, usersare seeing what they want to see.
They're not just seeing all of therubbish. Otherwise they would leave the platform
and they would go elsewhere, andthat's a hit to their advertising revenue.
We've seen this happen with Facebook.Fewer people are using Facebook and they've had
(05:46):
a decrease in revenue. So whenthe algorithm then finds a way to distill
through the noise, your content getsshown to fewer people than before, and
yeah, your engagement drops. Andtypically this is not because of the algorithm
so much as it is about theactual content that you are posting, because
if somebody is still posting really good, really relevant content, that will still
(06:09):
be shown to people. The algorithmwill find a way to show that to
people. In the case of podcastingor blogging, this might look like really
slow growth. People are consuming yourcontent, but maybe they're not coming back
for more, or they're not takingany steps to work with you, inquire
with you, join your email list, follow you elsewhere. It's like they
(06:31):
consume that piece of content and thatis it. And it's really easy to
blame the environment. It's really easyto say no, it's just way too
hard to stand out these days,or the algorithm doesn't show my content to
anyone anymore, and give up.And this is easier than putting on your
big girl pants or your big boypants and asking what is it about my
(06:54):
content that doesn't stand out? Whatis it about my content that means it's
not impacting people, it's not resonatingthe way I want it to. And
that's a really tough question to ask. The good news is, though,
that you can still create content thatstands out. So I'm going to give
you a couple of tips in aminute on how to create content that stands
(07:15):
out, But I do want tosay there are a few prerequisites. Prerequisite
number one, you need to stickwith the same platform for a while,
regardless of what platform it is,whether it's a podcast or TikTok or YouTube
or a blog. You need tostick with it for at least twelve weeks,
rather than showing up for like aweek on one place and then deciding
(07:39):
that, oh, no, TikTok'sbetter, so going over there, and
then deciding no, I need tobe on YouTube. The grass is always
going to look greener, but it'snot. I promise the grass is greener
where you order it. The secondprerequisite is that you need to be consistent
with sharing content on that platform soconsistently, and it doesn't consistently doesn't mean
every day. Consistent means every weekat least, and it means sticking to
(08:03):
some kind of schedule that you canyou can fit with your schedule with your
other priorities, some kind of contentcreation and publishing cadence almost And that means
prerequisite number three. You need toprioritize content creation the biggest the biggest area
(08:24):
where I see business owners slipping ontheir content creation and their consistency is because
they're not prioritizing it. You geta lot of clients in through the door,
and it's amazing because now you havea really good income and you're really
busy. But because you now havethat income coming in, you're not worrying
about how you're going to get thosenext clients. And then when the projects
(08:46):
that you're working on with those clientsfinish, or if they decide that they
don't want to pay you a retaineranymore, then suddenly you find, oh,
I wish i'd done some marketing threemonths ago, because now I really
need to hustle to try and getsome more work through the door. But
if you prioritize it and it's somethingthat just becomes part of your week,
(09:07):
then you're going to stick with itand it'll help to create that consistency in
your business. You really do needto treat it as a very important task
in your business, because it is. In my business. Content creation is
my most important task. Now.The occasional piece of really good content might
get you some attention, but consistentgreat content is how you build that audience
(09:31):
and how those people begin to knowyou, like you and trust you enough
to buy from you. It's notabout having one TikTok video that goes viral.
It's not about posting one Instagram reeland a lot of people like it.
It's not about putting up one blogpost. It's about consistently showing up
(09:52):
in the same place so that peopleknow you, like you, and trust
you enough to buy from you.Okay, So the three three for creating
content that stands out in a worldwhere we are just saturated with content.
Tip Number one. Share content thatothers in your industry are afraid to talk
about. A really easy way toblend in and just contribute to the noise
(10:16):
is to share the exact same tipsand tricks that everyone else is sharing.
It's safe content. It's not goingto get you any haters, but it's
probably not going to get you anytrue fans either. Now I'm not saying
you need to be controversial on purpose. It might suit some people's brands,
but it's not going to suit everybodyto be controversial on purpose, And honestly,
(10:37):
I don't think you need to dothat to try and grab attention.
But if you truly believe in something, if there's some kind of unpopular opinion
that you have and the reason youhaven't talked about it is because you're afraid
that some people might not agree withyou, or some people you might get
a few haters. That's probably somethingyou should talk about, especially if it's
something you believe really strongly in andlike. It might be an unpopular opinion,
(11:01):
or it might be a personal storythat you are afraid to share because
you're worried others will judge you forit. So share those things that feel
uncomfortable, to feel vulnerable that otherpeople in your industry aren't talking about.
It's really easy to just regurgitate thesame tips and tricks, but that's not
how you stand out. The secondtip is to meet your audience where they're
(11:24):
at right now and answer their questionsfor them. When we are the experts
at what we do, it's reallyeasy to keep coming at every topic from
that expert angle, putting our expertknowledge out there, sharing the research,
sharing what we know. But sometimeswe need to put ourselves in our audience's
shoes. We need to understand,Okay, what are the knowledge gaps?
(11:48):
What do they not know that wedon't even realize they don't know? What
kind of basic things are they notunderstanding? Are they not grasping completely?
What are they struggling with? Howcan we empathize with these struggles even more
in our content. For example,if you are sharing tips for how to
maximize their running workouts, but theyare struggling to lace up their shoes and
(12:11):
get out the door for a run, then your content is going to fall
flat. So instead, what youwould do is find out what questions they
have about running, find out what'sstopping them from getting out of the door.
What is it? Mindset? Isit, accountability? What is it?
And use their language, solve theirlittle struggles with them, empathize with
(12:33):
them, help them with those littlestruggles first, rather than giving them what
they're giving them that really far downthe track kind of content. Personally,
I find that my best content topicscome from asking my audience what questions do
you have about? And then whateverthe topic that I want to know is.
(12:54):
So, for example, this episode, when I ask my audience what
do you want to know about growingyour audience? One of the questions that
came up was how can I standout online? Great, that's given me
an entire podcast episode I can talkabout. I could talk about this all
day. Okay. Tip number three, go deeper. In a world where
(13:16):
short form content is everywhere and it'sdistracting us and it's entertaining us, create
content that is the opposite. Thereis so much short form content out there,
and it's really easy to create,it's really easy for people to consume
it, and it's really addictive becauseof the short form content. It's so
addictive and it keeps people consuming morebecause it's just dopamine hit after dopamine hit
(13:37):
after dopamine hit. But short formcontent works so much better for entertainment than
for education. And for most ofus, those of us who are selling
services, those of us who areselling our expertise, our own digital products,
anything around our own knowledge. Ahuge part of marketing that is educating
(13:58):
our ia deal client. It's educatingthem on what they need to know before
they'll be ready to solve the problemthat they have. And unfortunately, a
ten sentence TikTok video isn't gonna reallygo very far for that. It might
grab somebody's attention, it might entertainthem, but it might not really be
that effective in moving them closer tobuying from you. So instead of battling
(14:24):
against all of these fifteen second tiktoksand three sentence Instagram captions, why not
write a one thousand word blog postgoing deep into a topic that will help
your ideal customer. Now you mightbe thinking, well, it takes so
much longer to do a thousand wordblog posts than a ten second TikTok.
Great, but that one thousand wordblog post will have a much longer lifespan
(14:46):
than a ten second TikTok and youwon't be doing as many of them.
And then what I find really goodis repurposing that long form content. So,
if you've written that thousand word blogpost, can you earn a little
snippet of that into a TikTok video? Could you talk about it for ten
seconds and then direct people to goand read that blog post. Maybe instead
(15:11):
of a thousand word blog post,it's a ten minute podcast episode or even
a five minute Instagram video rather thana fifteen second Instagram reel. So it's
more about going deeper into the topicsthan creating just mass amount of content.
For example, so I could havegiven you these tips, these three tips
(15:31):
in a really short Instagram reel.I could have been on camera pointing at
little bubbles, you know. Tipnumber one, Tip number two, Tip
number three, But without listening tothis entire episode, you'd probably be scratching
your head wondering what I mean bygo deep or meet your audience where they're
at and answer their questions, becausethat short form content doesn't give me enough
(15:56):
of an opportunity to go any deeperinto a topic. And yes, I
could say, hey, read thecaption below, and I could expand on
it in there. That could bea longer form kind of content. I
could use that shorter form video topromote this podcast episode and send people to
listen to it. But just bywatching that fifteen second video on its own,
(16:18):
they're probably not going to get awhole lot of value, all right,
So there you have it. Threetips to stand out better. Share
content that others are afraid to talkabout. Meet your audience where they're at,
and answer their questions, and godeep. Do long form content rather
than just creating lots of short formcontent. Your step to put this episode
(16:40):
into action, I really would encourageyou to pick a platform, a platform
where you're going to share longer formcontent, and you can commit to sharing
one piece of long content each week. That could be a blog, it
could be to your email list.It could be YouTube, it could be
in longer form Instagram videos, itwould be anywhere, anywhere. It's not
(17:03):
so much about the platform as itis about finding a type of content that
suits you, that you can committo consistently, and that you can go
deep enough into a topic that youare an expert in. All Right,
that is it for this episode.If you have any friends who you know
are struggling to share content that standsout, share this episode with them.
(17:25):
Hit the share button, copy thelink, send it to them. It's
how I get to help more people. It's how I get to help your
friends. And if you haven't alreadysubscribed to the show, hit the plus
button or follow in Spotify and thatwill just make sure you get every brand
new episode released straight to your podcastapp every Monday, Wednesday and Friday.
Thank you so much for listening.Catch you next time.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
The Clay Travis and Buck Sexton Show
The Clay Travis and Buck Sexton Show. Clay Travis and Buck Sexton tackle the biggest stories in news, politics and current events with intelligence and humor. From the border crisis, to the madness of cancel culture and far-left missteps, Clay and Buck guide listeners through the latest headlines and hot topics with fun and entertaining conversations and opinions.