June 7, 2021 • 24 mins
Joe dives into how to make content from a blog post so that it can be distributed over social media or any other platform.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Joseph Pellegrino (00:01):
Welcome back to another episode of the path
to growth. On this episode, I'mgoing to be discussing why it's
important to create content.
Plus how creating one piece ofcontent can lead to hundreds of
pieces of content that you canuse over either a month or over
few months.
(00:34):
Okay, so the first item I'mgoing to be discussing is, what
is a piece of content. So a lotof people probably are confused
a little bit because they seedifferent things on the
internet. But basically, a pieceof content could be anything
from a blog post, to a tweetabout the blog post. So you want
(00:56):
like a big piece of content tobe able to chop up. For me,
personally, I like to write alot. So one of my techniques
that I do is, I write a blogpost that's about, I don't know,
maybe 750 or 1000 words, whichisn't really that many words.
And what you could do with thatis you can literally take pieces
(01:21):
of that post, and you can createposts based off of those pieces.
And you could do this a fewways. One way is you can take an
image off the internet, maybelike a stock photo, or you could
make an image, you could make animage and use the body of the
(01:46):
post, the caption I should say,of the post can be snippets from
the blog post. So you don't haveto create brand new content,
when you're creating the youalready made the content, you
made it, you have the blogposts, that is your that's like
your Bible for creating yourposts for the month, for the
(02:08):
next few weeks. For the day, ifyou do a lot of posts in the
day, it's up to you. And thenyou can create different topics
based off of the part of theblog posts that you write about.
So let me give you a perfectexample. We recently wrote an
(02:29):
article, I recently wrote anarticle about Google Analytics,
how you can monitor yourwebsite, it's called the top
three ways to tell if yourwebsite is making you money. And
if you were to go on Google,you're probably not going to
find that article right away.
Because my blog is, you know,it's not the highest ranking
blog, and Google's not going topick up the SEO right away. So
(02:53):
you need to make content to makepeople aware. So that's when
social media comes in to play ifyou're not going to use ads.
This is when social media andorganic reach comes into play.
So what I did was, I created myblog post. And I looked at the
headers, the titles that I haveon there, I have three major
(03:13):
titles. And one of those titles,I extracted it, I think one of
them was called analytics,right? So Analytics was a big
deal for a post. So basically,what I did was that I took
analytics, the word analytics,and I put that into five or six
(03:35):
different images, almost like anyou know, it's like an overlay.
I don't know if you ever useCanva. It's one of the tools in
my four tools that are free thatyou could use to grow your
business. And basically, whatyou can do is you can take the
(03:56):
of templates on there, and youcan take a template, I took one
of the templates. And I putanalytics as basically one of
the larger words in the templateso that it stands out people
know what the topic is, if thephoto of the image is not
obvious right away. Andbasically you put a little I put
a little snippet of that topic,right, I looked at the analytics
(04:20):
topic, and I have about two orthree paragraphs and I took
maybe a sentence and I put thatinto a text element on the same
post. And that's it. And now Ihave one post and that one post.
you format it for Instagram forFacebook, for LinkedIn for
Pinterest, especially Pinterestis crazy good when it comes to
(04:43):
blogs. And you can even usesomething like I have to see if
it's still free. It was freewhen I used to use it. It's
called lumen five. I'm gonna puta link to it in this in this In
this blog article, when I writethis blog article, I'm going to
put a link to it. And I'll putone in the podcast description
(05:07):
too. But basically, lumen fivedoes what lumen five does is it
does exactly what I'm tellingyou, except it doesn't
automatically. Now, it's goodand bad that it does this,
because, you know, it's good.
Because if you don't havesomeone doing this, they will do
it for you. But it's onlyvideos, as far as I know. And
(05:30):
you really got to pay attentionto it, because what they'll do
is they use artificialintelligence to take out
snippets. And I don't want to godown the path of explaining how
that works. But um, long storyshort, you're not really
designing it. So it's not youwho's making it, it's not going
to be, it's not going to besomething that you're able to
plan out the strategy that I'mgiving you, you're going to be
(05:51):
able to plan this out yourself,over the course of a month,
you're going to pick, you know,write this for weeks. So I'm
going to do this week, I'm goingto focus on analytics. Next
week, I'm going to focus on youknow, the second section in
there. The third week, I'llfocus on the third section, and
then the last week, I'll do ajumble of all of them. You know,
(06:12):
that's something you could doyourself. And it's very simple
using the technique I justexplained. And you could do it
over and over and over. And youcould do it for you know, you
could do it as many times as youwant. People aren't going to see
all the content you put outthere anyway. So this is good
evergreen content to put out. Soif you have the time, I highly
(06:37):
recommend, even if you got evenif you got a copywriter to write
you a blog post, you know, ifyou're if, if you're, you know,
you're a business owner. Soyou're not, you're not always
going to be a writer who's goingto be able to write this post
out. And just because you don'tknow copyright doesn't mean you
(07:00):
can't write I mean, you, you ifyou have that ability you can
write I'm personally I didn'tmajor in English literature in
college or copywriting, but Ilike to write. So if I like to
write and my contents out thereand people like it, what's the
difference. So what you can dois you can get somebody else to
(07:22):
write an article, like if you'rea salon, right or, or if you're
a restaurant, you can have acopywriter, write something,
write an article about how, youknow, these are the top 10. The
top 10 safety measures you canuse in order to protect
yourself, you know, when you'redining in a restaurant, or these
(07:45):
are the top 10 COVID, safethings to look for in a
restaurant. And they can writeabout your precautions that
you're taking. So people see oh,okay, this is great and all but
there's discretion on habit. Andnow you can feature that you
could make 10 pieces of creativecontent based off of just that
(08:06):
alone, just the titles of eachof those 10 elements of the blog
posts alone can be 10 pieces ofcontent, and you didn't even
dive into the actual meat of theblog post. So you have 10 pieces
of content, you're now puttingthis on Facebook, on Twitter, on
Instagram, on Pinterest, yourfans are seeing this, and it has
(08:30):
to do with your brand. At theend of the day, if they're
writing about if you're tellingthis person I want you to write
about my restaurant, and we havethese 10 precautions, people are
going to see that and they'regoing to be interested. And then
they're going to say, Oh, wow,this restaurant does that. Okay,
that's great. And now they'regoing to dine that it doesn't
have to be for restaurant, itcould be for anything, it could
be for whatever topic, whatevertopic about your place makes you
(08:53):
unique. And either you writeabout or you get somebody else
to write about who's a betterwriter than you, that will
explain it better. Youpersonally can chop that up and
make it into anything, even apodcast, you could do a podcast
to most of the time I put mythoughts into a podcast first.
(09:14):
And then I write a blog postbecause I'm able to speak this
out and actually get more ideasthat way. Whatever floats your
boat, and you don't have tolimit where you're putting this
content either. I mean, nobodyreally knows what will drive
traffic unless you try it first.
And it doesn't like I said itdoesn't cost anything for you to
(09:36):
put up a post except your time.
So if it takes you an extra 30seconds to create a pin on
Pinterest, but you don't thinkit's going to perform well. It
doesn't matter it's took you 30seconds to put that up and you
never know it might performbetter.
And the way you can tell is thelast episode when I spoke about
(10:00):
three ways to monitor yourwebsite. One of them explains
how web traffic is such a hugepart of monitoring the income
that your website is generatingfor you. Because your website
can only generate income. Ifeither Google is leading it
there, you're directing peoplethere. Or if something like
(10:22):
social media is directing peoplethere, you know, otherwise, it's
going to sit there and collectdust, especially if it's not
SEO, which is search engineoptimization, optimized for
keyword rankings, it's justgoing to sit there and collect
dust, because no one's going toknow what's there, it's going to
be on page 56 on Google orsomething. But in any event,
(10:45):
that's really the secretformula. I mean, there is no
real you know, there's no magicbutton to push. You just, you
have to just create somethingthat I mean, if you don't know
what to write about, you have tothink, what if somebody like
Newsday, right, or the DailyNews or New York Post? What if
(11:05):
they came to your establishment?
And they said, I want to writean article on you? You know,
because I like what you guys aredoing here? Can you give me some
bullet points as to what youthink? What you think is most
unique about you guys? You know,why would somebody come here?
You know, you have to thinkabout what would you read? And
what would make you come to yourown establishment? Once you have
(11:26):
that figured out, then it's a nobrainer, then the ideas will
start coming to you. Or, like Isaid, you hire a copywriter, you
know, you pay, you know, itdoesn't have to be an agency. I
know a lot of people right now,an agency, you know, you can't
really afford an agency at themoment, or you're just not ready
yet. You know, you didn't Imean, it's post post COVID,
(11:48):
meaning the worst part of COVID,because we're still in COVID. So
it's basically post 2020. Andeveryone's still recovering the
years only halfway over. So youknow, for you to pay some, some
copywriter a few 100 bucks towrite a blog post might be worth
(12:09):
it. Because if you spent thatfor something in the newspaper
or flyers, okay, those gets, youunderstand that when someone
receives a flyer in the mail, Iliterally just threw out four
flyers out of the five pieces ofmail that I got, I literally
ripped them up and threw themout. So now they're sitting in
(12:31):
the garbage, and now they'regonna go to a landfill
somewhere. Whereas if you spentthat same amount of money on
digital content, it doesn't goaway. You ever hear the term
when they say be careful whatyou say on the internet? Because
you have there's nothing that ishidden on the internet. It is
100% A fucking fact. There isnothing hidden on the internet.
(12:55):
So when something is thatpowerful, why wouldn't you want
your content to be on there forpeople to never be able to
destroy? Like, do you understandwhen someone receives mail
there, they're not reading it.
Or they may be are reading it.
And they're throwing it outbecause they're like, this is
(13:17):
not relevant to me, or theydon't even know what else you
offer. Because they're not goingto give you the time of day,
they're just going to say no,unless it's a food menu. If the
food menu I'm keeping it. But ifit's anything else, I might not
keep it. And I might not visityour website because I don't
give a shit. Meanwhile, if youput out an ad that doesn't work,
you can put out multiplevariations of that ad under the
(13:41):
same ad spend, and I'm going tosee a new ad. If and it's not
going to cost you any moremoney. Because you're in within
that same budget, you're goingto literally show me another one
of your images, Facebook's goingto show me and if I like it,
then you got my attention. Andyou didn't have to send that
another postcard and wasteanother month. You know, time is
(14:03):
money. Digital is quick. Youcould find out within a day or
two days whether or not an ad isworking. And if it's not
working, guess what? You pauseit, you change the creative, or
you give it multiple variationsof a creative. And that's it,
you call it a day, then yourestart your ad again. It's that
simple. You don't have to gothrough this, oh, it's gotta go
(14:25):
to the post office. It's got tobe sent out you need to buy
stamps. I mean, when there's allthat shit, this is there's no
there's no reason for it. Soback to the topic at hand as far
as actually driving people toyour blog post or through your
website. This is one of the bestforms and it's just it's tried
(14:48):
and true. You can take that blogpost and you can do anything you
want with it. You might not wantto send it emails right away. It
depends on what's going on withlike, just recently today at the
Apple Developer Conference,Apple announced that pretty soon
(15:09):
people can opt out of tellingyour email provider whether or
not they read an email. So whatthis means is that in MailChimp,
or Constant Contact or eyecontact any one of these guys,
you're going to know, oh, myopen rate is, you know, 12%.
Okay, you might not know that inthe future, because if the
(15:35):
majority of your clientele isiOS, which is the iPhone and
Apple product, Apple is going toprevent them from telling these
providers if they opened anemail or not, so your email open
rate might be more like one to2% Not knowing one of the
biggest platforms to be on rightnow. And it's one of the hardest
(16:00):
to create content for if you'renot an engaging person is tick
tock. I myself, are not on videoas much as I want to be. But I
still create as much content asI can for Tik Tok. And one of
the ways I do it is you don'thave to be on camera, I
(16:24):
literally hold my phone up to mylaptop, and I record myself, you
know, typing or, or I put thepost up and I'll scroll through
the post, and the Tick Tock willrecord it. And I'll put like a
fancy song in the background.
And that's it. And that's mypost. And I'll get you know, 300
(16:46):
to 600 views, which might notseem like a lot, but you tell
me, the last time you put up avideo on Instagram or on
Facebook, how many of us have toget, you know, and I don't judge
likes. Because it's verydifficult to judge likes, it's
at the end of the day, I readcontent all the time on
(17:10):
Facebook, and I never like thepost afterwards. I don't know
what it is. So not everybodywill like the post, even though
they read it. What's important.
And one of the most importantmetrics that you have to pay
attention to for your blog. Andfor your post on either tick
tock, or Facebook or Pinterestis the shares. Because if
(17:33):
someone is sharing this content,that means it's almost it's no
different than word of mouth,that means that they're telling
someone that they liked thearticle. So that's one of the
most important metrics that youneed to pay attention to stop
focusing on just likes.
Instagram just recently gaveusers the ability to turn off
(17:56):
whether or not they could viewlikes. That's telling you
something that these mediagiants are noticing that either
people, you know, people aren'thitting that button as much as
they used to. Or that it's justthe metric doesn't matter. And
people aren't posting stuff thatthey want to post because
they're worried about that. Postwhat you want. Because when you
(18:21):
post what you want, it's moreauthentic. To the people that
are reading, they're going toknow whether or not you're
bullshitting or not, might notbe on your post immediately. But
after a couple of months,they're going to catch on,
they're gonna go, Oh, this guy'sfull of shit. That's not he only
did that because of the lakes.
They're going to No, it'sbecause of the lakes. So stop
focusing on that. You want tofocus on content that you know
(18:43):
is going to be re shareable.
Because when it's re shareable,okay, that's how things go
viral. That's how you get moreviews and things go viral. And
people leave comments. You wantpeople to leave comments, on
your posts. And on the actualblog article. Oh, hey, this was
really helpful. Because Googleis now going to go through that
(19:07):
and they're going to index yourpage. And they're going to say,
Oh, wow, look at this, someonesaid it was really helpful. Just
got to be careful about thatspam, there's a lot of spam out
there. So you got to make sureyou have something like Kismat.
It's a WordPress plugin. Youwant that on your blog. Or you
could blog on medium dot com.
It's basically a giant WordPressfor everybody. And it's another
(19:30):
great place to put blog postson. You could change the words
around a little bit where it'sdifferent content this way,
Google doesn'tpenalize you for duplicate
content. But the beauty aboutmedium is that medium is a
discovery platform. It's asocial it is a social media
(19:51):
platform. I probably read one todo one to two media, medium
articles. per day. And I mean,the people that are writing
these blog posts, the experiencethat they have, there is no
amount of college tuition thatcan pay for the knowledge that
(20:12):
you gain from something fromplatform like medium. I mean,
you're talking about someonelike me, I'm a software engineer
at heart. So you know, you Ihave software engineers that
work at Amazon, Google,Facebook, and they're
documenting, and they're puttingtheir knowledge in posts. I
mean, you got to be kidding meis no, doesn't matter who your
(20:35):
college professor is, you gotsomebody who, you know, for a
fact this guy created Gmail, orthis guy invented this thing
that I use every day of my life.
So he's got to know what he'sdoing. And he put out a blog
posts with his knowledge or hisexperience, and on something
(20:56):
that mattered to him that hethought would matter to somebody
else in his industry. And if ithelps you, you're going to
follow him. So you know, that'ssomething you have to think
about, your reputation grows, asyou put out content out there.
Like I said, you can get aghostwriter to write about this,
(21:19):
and you put your name on it,there's nothing wrong with that,
because it's still going to beyour knowledge, you're still
telling these people, you know,this is you if you're not, if
you don't plan to be aninfluencer, it's not a big deal
to have a ghostwriter. Becauseyou know, for a fact, you care
about your restaurant, makingsales, putting food on the table
for your staff. That's what youcare about. If you don't need a
(21:41):
personal brand, then hire aghostwriter. Have them create
blog posts for you website, thathas to do with topics that you
want your customers and yourfuture customers to know makes
you unique. Once you have that,you're golden, you could create
content forever, you literallycreate so much content from one
(22:02):
blog post, you're not going tohave enough time to keep up with
them telling you and then youmake that into a podcast
episode, then you could dosomething like a an interview,
to video, I mean, it's just somany options. So that's what I
want to end with today is thefact that you can create
content, and you can distributeone piece of content. And it
(22:27):
will go a long way. And you donot have to act on camera, you
don't have to speak on a podcastif you don't want to. It can be
through written form that youdon't even have to write. But if
you are somewhat creative, youcan create posts on it. And you
don't again, you don't have tobe a graphic designer, you don't
(22:48):
have to be a graphic designer,even if you are a graphic
designer to use something likeCanva it's very intuitive. So if
you rather just grab picturesoff the internet and use those
as your blog image and put alittle snippet like one line
that says Hey, guys, just putout this blog post about you
(23:08):
know, the top seven hairtechniques you can do in order
to better straighten your hairor the top seven products I use
in my salon to help to help withyour with straightening your
hair or something like that.
There's nothing wrong with thatyou put that out, you have seven
pieces of content off the bat.
(23:31):
So I'm going to have a few linksin the description of the
podcast and you're going to seea blog post. I'm not sure when
but if you follow if you followour social media, which is just
search for RJ Media Studios,you'll see the blue RJ logo.
(23:51):
It'll be in the podcastdescription as well. And as
always, thank you for listening.
As always, thank you guys forlistening. And if you think this
episode is brought you somevalue, you can text the word
podcast to 516-447-5332 and youwill be the first to know about
(24:12):
new episodes and you can evenaccess questions about the
podcast or about digitalmarketing in general.
Welcome back to another episode of the path
to growth. On this episode, I'mgoing to be discussing why it's
important to create content.
Plus how creating one piece ofcontent can lead to hundreds of
pieces of content that you canuse over either a month or over
few months.
(00:34):
Okay, so the first item I'mgoing to be discussing is, what
is a piece of content. So a lotof people probably are confused
a little bit because they seedifferent things on the
internet. But basically, a pieceof content could be anything
from a blog post, to a tweetabout the blog post. So you want
(00:56):
like a big piece of content tobe able to chop up. For me,
personally, I like to write alot. So one of my techniques
that I do is, I write a blogpost that's about, I don't know,
maybe 750 or 1000 words, whichisn't really that many words.
And what you could do with thatis you can literally take pieces
(01:21):
of that post, and you can createposts based off of those pieces.
And you could do this a fewways. One way is you can take an
image off the internet, maybelike a stock photo, or you could
make an image, you could make animage and use the body of the
(01:46):
post, the caption I should say,of the post can be snippets from
the blog post. So you don't haveto create brand new content,
when you're creating the youalready made the content, you
made it, you have the blogposts, that is your that's like
your Bible for creating yourposts for the month, for the
(02:08):
next few weeks. For the day, ifyou do a lot of posts in the
day, it's up to you. And thenyou can create different topics
based off of the part of theblog posts that you write about.
So let me give you a perfectexample. We recently wrote an
(02:29):
article, I recently wrote anarticle about Google Analytics,
how you can monitor yourwebsite, it's called the top
three ways to tell if yourwebsite is making you money. And
if you were to go on Google,you're probably not going to
find that article right away.
Because my blog is, you know,it's not the highest ranking
blog, and Google's not going topick up the SEO right away. So
(02:53):
you need to make content to makepeople aware. So that's when
social media comes in to play ifyou're not going to use ads.
This is when social media andorganic reach comes into play.
So what I did was, I created myblog post. And I looked at the
headers, the titles that I haveon there, I have three major
(03:13):
titles. And one of those titles,I extracted it, I think one of
them was called analytics,right? So Analytics was a big
deal for a post. So basically,what I did was that I took
analytics, the word analytics,and I put that into five or six
(03:35):
different images, almost like anyou know, it's like an overlay.
I don't know if you ever useCanva. It's one of the tools in
my four tools that are free thatyou could use to grow your
business. And basically, whatyou can do is you can take the
(03:56):
of templates on there, and youcan take a template, I took one
of the templates. And I putanalytics as basically one of
the larger words in the templateso that it stands out people
know what the topic is, if thephoto of the image is not
obvious right away. Andbasically you put a little I put
a little snippet of that topic,right, I looked at the analytics
(04:20):
topic, and I have about two orthree paragraphs and I took
maybe a sentence and I put thatinto a text element on the same
post. And that's it. And now Ihave one post and that one post.
you format it for Instagram forFacebook, for LinkedIn for
Pinterest, especially Pinterestis crazy good when it comes to
(04:43):
blogs. And you can even usesomething like I have to see if
it's still free. It was freewhen I used to use it. It's
called lumen five. I'm gonna puta link to it in this in this In
this blog article, when I writethis blog article, I'm going to
put a link to it. And I'll putone in the podcast description
(05:07):
too. But basically, lumen fivedoes what lumen five does is it
does exactly what I'm tellingyou, except it doesn't
automatically. Now, it's goodand bad that it does this,
because, you know, it's good.
Because if you don't havesomeone doing this, they will do
it for you. But it's onlyvideos, as far as I know. And
(05:30):
you really got to pay attentionto it, because what they'll do
is they use artificialintelligence to take out
snippets. And I don't want to godown the path of explaining how
that works. But um, long storyshort, you're not really
designing it. So it's not youwho's making it, it's not going
to be, it's not going to besomething that you're able to
plan out the strategy that I'mgiving you, you're going to be
(05:51):
able to plan this out yourself,over the course of a month,
you're going to pick, you know,write this for weeks. So I'm
going to do this week, I'm goingto focus on analytics. Next
week, I'm going to focus on youknow, the second section in
there. The third week, I'llfocus on the third section, and
then the last week, I'll do ajumble of all of them. You know,
(06:12):
that's something you could doyourself. And it's very simple
using the technique I justexplained. And you could do it
over and over and over. And youcould do it for you know, you
could do it as many times as youwant. People aren't going to see
all the content you put outthere anyway. So this is good
evergreen content to put out. Soif you have the time, I highly
(06:37):
recommend, even if you got evenif you got a copywriter to write
you a blog post, you know, ifyou're if, if you're, you know,
you're a business owner. Soyou're not, you're not always
going to be a writer who's goingto be able to write this post
out. And just because you don'tknow copyright doesn't mean you
(07:00):
can't write I mean, you, you ifyou have that ability you can
write I'm personally I didn'tmajor in English literature in
college or copywriting, but Ilike to write. So if I like to
write and my contents out thereand people like it, what's the
difference. So what you can dois you can get somebody else to
(07:22):
write an article, like if you'rea salon, right or, or if you're
a restaurant, you can have acopywriter, write something,
write an article about how, youknow, these are the top 10. The
top 10 safety measures you canuse in order to protect
yourself, you know, when you'redining in a restaurant, or these
(07:45):
are the top 10 COVID, safethings to look for in a
restaurant. And they can writeabout your precautions that
you're taking. So people see oh,okay, this is great and all but
there's discretion on habit. Andnow you can feature that you
could make 10 pieces of creativecontent based off of just that
(08:06):
alone, just the titles of eachof those 10 elements of the blog
posts alone can be 10 pieces ofcontent, and you didn't even
dive into the actual meat of theblog post. So you have 10 pieces
of content, you're now puttingthis on Facebook, on Twitter, on
Instagram, on Pinterest, yourfans are seeing this, and it has
(08:30):
to do with your brand. At theend of the day, if they're
writing about if you're tellingthis person I want you to write
about my restaurant, and we havethese 10 precautions, people are
going to see that and they'regoing to be interested. And then
they're going to say, Oh, wow,this restaurant does that. Okay,
that's great. And now they'regoing to dine that it doesn't
have to be for restaurant, itcould be for anything, it could
be for whatever topic, whatevertopic about your place makes you
(08:53):
unique. And either you writeabout or you get somebody else
to write about who's a betterwriter than you, that will
explain it better. Youpersonally can chop that up and
make it into anything, even apodcast, you could do a podcast
to most of the time I put mythoughts into a podcast first.
(09:14):
And then I write a blog postbecause I'm able to speak this
out and actually get more ideasthat way. Whatever floats your
boat, and you don't have tolimit where you're putting this
content either. I mean, nobodyreally knows what will drive
traffic unless you try it first.
And it doesn't like I said itdoesn't cost anything for you to
(09:36):
put up a post except your time.
So if it takes you an extra 30seconds to create a pin on
Pinterest, but you don't thinkit's going to perform well. It
doesn't matter it's took you 30seconds to put that up and you
never know it might performbetter.
And the way you can tell is thelast episode when I spoke about
(10:00):
three ways to monitor yourwebsite. One of them explains
how web traffic is such a hugepart of monitoring the income
that your website is generatingfor you. Because your website
can only generate income. Ifeither Google is leading it
there, you're directing peoplethere. Or if something like
(10:22):
social media is directing peoplethere, you know, otherwise, it's
going to sit there and collectdust, especially if it's not
SEO, which is search engineoptimization, optimized for
keyword rankings, it's justgoing to sit there and collect
dust, because no one's going toknow what's there, it's going to
be on page 56 on Google orsomething. But in any event,
(10:45):
that's really the secretformula. I mean, there is no
real you know, there's no magicbutton to push. You just, you
have to just create somethingthat I mean, if you don't know
what to write about, you have tothink, what if somebody like
Newsday, right, or the DailyNews or New York Post? What if
(11:05):
they came to your establishment?
And they said, I want to writean article on you? You know,
because I like what you guys aredoing here? Can you give me some
bullet points as to what youthink? What you think is most
unique about you guys? You know,why would somebody come here?
You know, you have to thinkabout what would you read? And
what would make you come to yourown establishment? Once you have
(11:26):
that figured out, then it's a nobrainer, then the ideas will
start coming to you. Or, like Isaid, you hire a copywriter, you
know, you pay, you know, itdoesn't have to be an agency. I
know a lot of people right now,an agency, you know, you can't
really afford an agency at themoment, or you're just not ready
yet. You know, you didn't Imean, it's post post COVID,
(11:48):
meaning the worst part of COVID,because we're still in COVID. So
it's basically post 2020. Andeveryone's still recovering the
years only halfway over. So youknow, for you to pay some, some
copywriter a few 100 bucks towrite a blog post might be worth
(12:09):
it. Because if you spent thatfor something in the newspaper
or flyers, okay, those gets, youunderstand that when someone
receives a flyer in the mail, Iliterally just threw out four
flyers out of the five pieces ofmail that I got, I literally
ripped them up and threw themout. So now they're sitting in
(12:31):
the garbage, and now they'regonna go to a landfill
somewhere. Whereas if you spentthat same amount of money on
digital content, it doesn't goaway. You ever hear the term
when they say be careful whatyou say on the internet? Because
you have there's nothing that ishidden on the internet. It is
100% A fucking fact. There isnothing hidden on the internet.
(12:55):
So when something is thatpowerful, why wouldn't you want
your content to be on there forpeople to never be able to
destroy? Like, do you understandwhen someone receives mail
there, they're not reading it.
Or they may be are reading it.
And they're throwing it outbecause they're like, this is
(13:17):
not relevant to me, or theydon't even know what else you
offer. Because they're not goingto give you the time of day,
they're just going to say no,unless it's a food menu. If the
food menu I'm keeping it. But ifit's anything else, I might not
keep it. And I might not visityour website because I don't
give a shit. Meanwhile, if youput out an ad that doesn't work,
you can put out multiplevariations of that ad under the
(13:41):
same ad spend, and I'm going tosee a new ad. If and it's not
going to cost you any moremoney. Because you're in within
that same budget, you're goingto literally show me another one
of your images, Facebook's goingto show me and if I like it,
then you got my attention. Andyou didn't have to send that
another postcard and wasteanother month. You know, time is
(14:03):
money. Digital is quick. Youcould find out within a day or
two days whether or not an ad isworking. And if it's not
working, guess what? You pauseit, you change the creative, or
you give it multiple variationsof a creative. And that's it,
you call it a day, then yourestart your ad again. It's that
simple. You don't have to gothrough this, oh, it's gotta go
(14:25):
to the post office. It's got tobe sent out you need to buy
stamps. I mean, when there's allthat shit, this is there's no
there's no reason for it. Soback to the topic at hand as far
as actually driving people toyour blog post or through your
website. This is one of the bestforms and it's just it's tried
(14:48):
and true. You can take that blogpost and you can do anything you
want with it. You might not wantto send it emails right away. It
depends on what's going on withlike, just recently today at the
Apple Developer Conference,Apple announced that pretty soon
(15:09):
people can opt out of tellingyour email provider whether or
not they read an email. So whatthis means is that in MailChimp,
or Constant Contact or eyecontact any one of these guys,
you're going to know, oh, myopen rate is, you know, 12%.
Okay, you might not know that inthe future, because if the
(15:35):
majority of your clientele isiOS, which is the iPhone and
Apple product, Apple is going toprevent them from telling these
providers if they opened anemail or not, so your email open
rate might be more like one to2% Not knowing one of the
biggest platforms to be on rightnow. And it's one of the hardest
(16:00):
to create content for if you'renot an engaging person is tick
tock. I myself, are not on videoas much as I want to be. But I
still create as much content asI can for Tik Tok. And one of
the ways I do it is you don'thave to be on camera, I
(16:24):
literally hold my phone up to mylaptop, and I record myself, you
know, typing or, or I put thepost up and I'll scroll through
the post, and the Tick Tock willrecord it. And I'll put like a
fancy song in the background.
And that's it. And that's mypost. And I'll get you know, 300
(16:46):
to 600 views, which might notseem like a lot, but you tell
me, the last time you put up avideo on Instagram or on
Facebook, how many of us have toget, you know, and I don't judge
likes. Because it's verydifficult to judge likes, it's
at the end of the day, I readcontent all the time on
(17:10):
Facebook, and I never like thepost afterwards. I don't know
what it is. So not everybodywill like the post, even though
they read it. What's important.
And one of the most importantmetrics that you have to pay
attention to for your blog. Andfor your post on either tick
tock, or Facebook or Pinterestis the shares. Because if
(17:33):
someone is sharing this content,that means it's almost it's no
different than word of mouth,that means that they're telling
someone that they liked thearticle. So that's one of the
most important metrics that youneed to pay attention to stop
focusing on just likes.
Instagram just recently gaveusers the ability to turn off
(17:56):
whether or not they could viewlikes. That's telling you
something that these mediagiants are noticing that either
people, you know, people aren'thitting that button as much as
they used to. Or that it's justthe metric doesn't matter. And
people aren't posting stuff thatthey want to post because
they're worried about that. Postwhat you want. Because when you
(18:21):
post what you want, it's moreauthentic. To the people that
are reading, they're going toknow whether or not you're
bullshitting or not, might notbe on your post immediately. But
after a couple of months,they're going to catch on,
they're gonna go, Oh, this guy'sfull of shit. That's not he only
did that because of the lakes.
They're going to No, it'sbecause of the lakes. So stop
focusing on that. You want tofocus on content that you know
(18:43):
is going to be re shareable.
Because when it's re shareable,okay, that's how things go
viral. That's how you get moreviews and things go viral. And
people leave comments. You wantpeople to leave comments, on
your posts. And on the actualblog article. Oh, hey, this was
really helpful. Because Googleis now going to go through that
(19:07):
and they're going to index yourpage. And they're going to say,
Oh, wow, look at this, someonesaid it was really helpful. Just
got to be careful about thatspam, there's a lot of spam out
there. So you got to make sureyou have something like Kismat.
It's a WordPress plugin. Youwant that on your blog. Or you
could blog on medium dot com.
It's basically a giant WordPressfor everybody. And it's another
(19:30):
great place to put blog postson. You could change the words
around a little bit where it'sdifferent content this way,
Google doesn'tpenalize you for duplicate
content. But the beauty aboutmedium is that medium is a
discovery platform. It's asocial it is a social media
(19:51):
platform. I probably read one todo one to two media, medium
articles. per day. And I mean,the people that are writing
these blog posts, the experiencethat they have, there is no
amount of college tuition thatcan pay for the knowledge that
(20:12):
you gain from something fromplatform like medium. I mean,
you're talking about someonelike me, I'm a software engineer
at heart. So you know, you Ihave software engineers that
work at Amazon, Google,Facebook, and they're
documenting, and they're puttingtheir knowledge in posts. I
mean, you got to be kidding meis no, doesn't matter who your
(20:35):
college professor is, you gotsomebody who, you know, for a
fact this guy created Gmail, orthis guy invented this thing
that I use every day of my life.
So he's got to know what he'sdoing. And he put out a blog
posts with his knowledge or hisexperience, and on something
(20:56):
that mattered to him that hethought would matter to somebody
else in his industry. And if ithelps you, you're going to
follow him. So you know, that'ssomething you have to think
about, your reputation grows, asyou put out content out there.
Like I said, you can get aghostwriter to write about this,
(21:19):
and you put your name on it,there's nothing wrong with that,
because it's still going to beyour knowledge, you're still
telling these people, you know,this is you if you're not, if
you don't plan to be aninfluencer, it's not a big deal
to have a ghostwriter. Becauseyou know, for a fact, you care
about your restaurant, makingsales, putting food on the table
for your staff. That's what youcare about. If you don't need a
(21:41):
personal brand, then hire aghostwriter. Have them create
blog posts for you website, thathas to do with topics that you
want your customers and yourfuture customers to know makes
you unique. Once you have that,you're golden, you could create
content forever, you literallycreate so much content from one
(22:02):
blog post, you're not going tohave enough time to keep up with
them telling you and then youmake that into a podcast
episode, then you could dosomething like a an interview,
to video, I mean, it's just somany options. So that's what I
want to end with today is thefact that you can create
content, and you can distributeone piece of content. And it
(22:27):
will go a long way. And you donot have to act on camera, you
don't have to speak on a podcastif you don't want to. It can be
through written form that youdon't even have to write. But if
you are somewhat creative, youcan create posts on it. And you
don't again, you don't have tobe a graphic designer, you don't
(22:48):
have to be a graphic designer,even if you are a graphic
designer to use something likeCanva it's very intuitive. So if
you rather just grab picturesoff the internet and use those
as your blog image and put alittle snippet like one line
that says Hey, guys, just putout this blog post about you
(23:08):
know, the top seven hairtechniques you can do in order
to better straighten your hairor the top seven products I use
in my salon to help to help withyour with straightening your
hair or something like that.
There's nothing wrong with thatyou put that out, you have seven
pieces of content off the bat.
(23:31):
So I'm going to have a few linksin the description of the
podcast and you're going to seea blog post. I'm not sure when
but if you follow if you followour social media, which is just
search for RJ Media Studios,you'll see the blue RJ logo.
(23:51):
It'll be in the podcastdescription as well. And as
always, thank you for listening.
As always, thank you guys forlistening. And if you think this
episode is brought you somevalue, you can text the word
podcast to 516-447-5332 and youwill be the first to know about
(24:12):
new episodes and you can evenaccess questions about the
podcast or about digitalmarketing in general.
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