1250: 4 Elements Every Content Theme Must Have w/ Rachel Serpa

WEBVTT 1 00:00:00.160 --> 00:00:02.680 Hey, this is James, the founder of sweet fish media. If you've 2 00:00:02.720 --> 00:00:04.960 listened to BB growth for a while, you probably have an idea of what 3 00:00:05.040 --> 00:00:09.349 we're passionate about. Loving people really well, a constant pursuit of learning and 4 00:00:09.630 --> 00:00:14.390 inspiring people to own their careers. With all the craziness happening with this virus, 5 00:00:14.429 --> 00:00:18.629 we are incredibly fortunate to be in the business of podcasting. So many 6 00:00:18.670 --> 00:00:22.820 BB brands are looking for alternatives to their inperson events that are being canceled, 7 00:00:23.140 --> 00:00:27.100 and our business is growing as a result. Please don't miss hear me on 8 00:00:27.179 --> 00:00:31.300 this, because I'm not saying this to Brag. It is heartbreaking the economic 9 00:00:31.339 --> 00:00:35.100 impact this is having on so many businesses. But being in the business of 10 00:00:35.140 --> 00:00:39.729 podcasting, the demand for what we do has increased and because of that we're 11 00:00:39.770 --> 00:00:44.009 looking to hire really talented people to help us serve that demand. So if 12 00:00:44.049 --> 00:00:46.850 you like what we're all about it sweet fish and you're looking for a great 13 00:00:46.850 --> 00:00:50.200 career opportunity, hit us up. There's a link in the show notes where 14 00:00:50.240 --> 00:00:55.479 you can apply today. I'm really looking forward to meeting you. Welcome back 15 00:00:55.520 --> 00:00:59.000 to be tob growth. I'm Logan lyles with sweet fish media. Today I'm 16 00:00:59.000 --> 00:01:03.479 joined by Rachel SURPA. She is the director of content marketing over at Sigma 17 00:01:03.560 --> 00:01:07.310 Computing. Rachel, how are you today? Hi'm doing so well. Thank 18 00:01:07.349 --> 00:01:12.069 you so much for having me. Absolutely a mutual connection. Mutual friend Danny 19 00:01:12.150 --> 00:01:17.109 over on your team recently connected us. He was a great pass guest on 20 00:01:17.430 --> 00:01:19.780 the podcast here. Will definitely have to link to his episode in the show 21 00:01:19.900 --> 00:01:23.379 notes. So shout out to Danny for making this conversation happen. We're going 22 00:01:23.420 --> 00:01:27.260 to be talking about creating content that drives demand. I think that's very timely, 23 00:01:27.299 --> 00:01:30.579 Rachel, because there are a lot of marketers, there are a lot 24 00:01:30.620 --> 00:01:34.489 of content teams out there right now that are trying to get more juiced for 25 00:01:34.530 --> 00:01:37.049 the squeeze, if you will, out of their content right now and all 26 00:01:37.090 --> 00:01:41.049 their digital channels. So I'm excited to dive into some things you've got to 27 00:01:41.129 --> 00:01:44.290 share with fellow marketers today. Before we do that, as we usually do 28 00:01:44.489 --> 00:01:47.200 here on the podcast, give us a little context, Rachel. Tell us 29 00:01:47.200 --> 00:01:49.439 a little bit about your marketing background and what you and the team at Sigma 30 00:01:49.480 --> 00:01:53.359 Computing Rope to these days. Yeah, definitely. So as far as my 31 00:01:53.480 --> 00:01:57.879 background goes, you know, I wanted to be in content marketing before it 32 00:01:59.079 --> 00:02:05.590 was really even a thing. I remember being in the college and thinking someone 33 00:02:05.750 --> 00:02:08.629 is writing materials for all these companies and I'm seeing more and more of it 34 00:02:08.949 --> 00:02:12.669 and I don't know what that's called, but I want to do that. 35 00:02:13.469 --> 00:02:19.740 So at this point I have nearly a decade of experience building content marketing strategies 36 00:02:20.020 --> 00:02:24.979 for fast growing BB tech companies. Most recently I was at Reich where I 37 00:02:25.180 --> 00:02:30.129 managed a team of ten global content marketers and we were cranking out about a 38 00:02:30.169 --> 00:02:36.969 hundred unified content pieces each month. And before that I was at base crm, 39 00:02:37.129 --> 00:02:40.210 which is now sendesk fell, and before that I was at Gig Ya, 40 00:02:40.449 --> 00:02:45.759 which is now part of Sake. So currently, as you mentioned, 41 00:02:45.919 --> 00:02:51.039 I am over at Sigma Computing and running their content marketing for it's they're awesome. 42 00:02:51.080 --> 00:02:53.719 Rachel, you have definitely been a part of some successful teams, as 43 00:02:53.719 --> 00:02:58.669 you shared your background there. What do you guys focused on on at Sigma 44 00:02:58.750 --> 00:03:04.990 Computing Right now? So Sigma is the first native cloud data warehouse, analytics 45 00:03:05.110 --> 00:03:09.349 and Business Intelligence Solution. So it's mouthful, but we are actually delivering on 46 00:03:09.789 --> 00:03:15.780 the long failed promise of self service bi by powering what we like to call 47 00:03:15.819 --> 00:03:23.979 a community driven approach to analytics. So we give teams live, guided access 48 00:03:23.219 --> 00:03:29.810 to their cloud data warehouse and really provide them with the single source of data 49 00:03:29.930 --> 00:03:35.289 truth. That is changing the analytics and the eye process by essentially eliminating the 50 00:03:35.409 --> 00:03:42.120 need to change data models as ad hoc questions arise. And our sigma spreadsheet 51 00:03:42.120 --> 00:03:46.719 interface and powers anyone to analyze data without code or extracts actually. And then, 52 00:03:46.840 --> 00:03:51.879 in turn, this really freeze data teams up from doing those, you 53 00:03:51.960 --> 00:03:55.909 know, kind of manual, repetitive ad hoc requests and to focus on more 54 00:03:57.189 --> 00:04:03.590 innovative and fulfilling projects. So you guys check us out at Sigma Computingcom I 55 00:04:03.710 --> 00:04:08.349 love it. I was just doing an interview for one of our upcoming shows, 56 00:04:08.389 --> 00:04:12.819 the CIO show. We're talking about how technical teams really need to free 57 00:04:12.900 --> 00:04:16.139 up, whether it's engineers or data scientists, anyone in kind of the technical 58 00:04:16.180 --> 00:04:19.620 rules, you know, to keep them from getting bogged down in in the 59 00:04:19.779 --> 00:04:27.250 mundane and so freeing them up for more complex task while also contributing to better 60 00:04:27.410 --> 00:04:29.850 use of analytics. We, I think we all know, we're swimming in 61 00:04:30.050 --> 00:04:33.329 information and data and you know, data modeling is something that's that's hot in 62 00:04:33.410 --> 00:04:38.250 the news right now that everyone has their eyes on, and in different respects. 63 00:04:38.329 --> 00:04:41.839 So you guys are definitely doing some great work. As you were talking 64 00:04:41.879 --> 00:04:45.720 about before, Rachel, you have been a part of some very successful marketing 65 00:04:45.759 --> 00:04:48.959 teams and one of the things that I know has impacted your success as a 66 00:04:49.040 --> 00:04:56.550 content marketer is focusing on content themes and really working from there to unpack your 67 00:04:56.709 --> 00:04:59.629 content strategy. So let's take a second. You know, there are a 68 00:04:59.670 --> 00:05:02.990 lot of phrases in marketing that kind of get thrown around in different ways and 69 00:05:03.029 --> 00:05:06.939 we have different definitions of them. Can you unpack this term of content themes 70 00:05:06.980 --> 00:05:10.300 as you look at it? How do you define it? And then we're 71 00:05:10.300 --> 00:05:14.860 going to talk about how that can really drive your entire content strategy. Yeah, 72 00:05:15.060 --> 00:05:19.060 definitely. Content themes are a framework that I've used for the past several 73 00:05:19.180 --> 00:05:24.290 years, so super excited to chat about them. I think kind of, 74 00:05:24.329 --> 00:05:27.569 you know, taking a step back and kind of looking at the market as 75 00:05:27.610 --> 00:05:30.930 a whole and what's going on helps to define content themes and why we need 76 00:05:31.050 --> 00:05:36.399 them and why they're important. So the number of marketing channels where prospects and 77 00:05:36.560 --> 00:05:44.279 customers interact with business has just keeps growing and regardless of which channel they encounter 78 00:05:44.360 --> 00:05:48.079 you on, it's important that you're sending them a consistent and cohesive message and 79 00:05:48.439 --> 00:05:51.990 honestly, the faster you grow, the harder it gets to do this without 80 00:05:51.990 --> 00:05:57.350 a super clear strategy in place. So you know, if a prospect is 81 00:05:57.550 --> 00:06:01.550 met with completely different messages each time they read one of your blogs or seeing 82 00:06:01.589 --> 00:06:05.100 ad from your business or receive an email from you, they're going to get 83 00:06:05.100 --> 00:06:09.220 confused and they're probably going to walk away and they're not going to remember what 84 00:06:09.339 --> 00:06:14.259 you do. At the same time, not every message will resonate with every 85 00:06:14.420 --> 00:06:19.490 buyer. So it's really important to provide prospects with a different, yet connected 86 00:06:19.810 --> 00:06:24.930 inlets to your buy your journey, and so that's kind of the way I 87 00:06:25.129 --> 00:06:29.250 kind of like to think about content marketing, and really all marking, is 88 00:06:29.610 --> 00:06:35.399 as a river with a bunch of different little inlets or channels. So each 89 00:06:35.519 --> 00:06:42.319 inlet is an individual marketing touch point, whether that's an ad booth, display, 90 00:06:42.360 --> 00:06:47.069 an Ebook, etc. And the goal is to bring customers in via 91 00:06:47.149 --> 00:06:51.430 these touch points and then send them down the river. So they get swept 92 00:06:51.509 --> 00:06:55.189 up and send them down the river. I like that, and them down 93 00:06:55.189 --> 00:07:00.949 the river. No, but really the idea is to bring them in via 94 00:07:00.990 --> 00:07:04.540 these touch points so they get swept up and your messaging and your brands and 95 00:07:04.819 --> 00:07:10.220 eventually convert. So each little inlet, if you will, has to add 96 00:07:10.339 --> 00:07:16.089 to the larger flow or bigger picture. So content themes really work to unite 97 00:07:16.129 --> 00:07:20.689 all these in Linzer touch points and create this cohesive flow, and they do 98 00:07:20.930 --> 00:07:28.850 this by really connecting the dots across a lot of different business priorities, functions 99 00:07:29.730 --> 00:07:36.720 needs and they're really the core of building a true successful multi channel integrated marketing 100 00:07:36.879 --> 00:07:42.480 strategy. Yeah, absolutely, I love that analogy. I love talking about 101 00:07:42.639 --> 00:07:44.829 you know, there might be some prospects that we want to, you know, 102 00:07:44.949 --> 00:07:46.230 send up a river, but in a good way. We want to 103 00:07:46.269 --> 00:07:50.310 get them swept up in our content right and moving, moving towards us, 104 00:07:50.550 --> 00:07:55.589 not sending them packing. So let's talk a little bit. Let's talk a 105 00:07:55.670 --> 00:08:01.139 little bit about your process to land on your content themes, to create the 106 00:08:01.259 --> 00:08:05.620 structure that every piece of content is, like you said, going to tie 107 00:08:05.740 --> 00:08:07.980 back into. What are some of the things that have been helpful for you 108 00:08:09.420 --> 00:08:11.779 in current campaigns that you're running content, you're creating it sigma, and in 109 00:08:11.889 --> 00:08:16.449 the past to figure out how are we connecting the dots? What is the 110 00:08:16.569 --> 00:08:22.009 common theme or the common thread into kind of these different ideas of we need 111 00:08:22.050 --> 00:08:24.769 to create some content over here. We need to address this issue. We 112 00:08:24.930 --> 00:08:28.160 need to answer this question that we're getting a lot. What's your process for 113 00:08:28.399 --> 00:08:33.559 were kind of bringing it all together so that then you can start creating content? 114 00:08:33.879 --> 00:08:37.919 That all does roll up or connect back into this main river of your 115 00:08:37.000 --> 00:08:41.789 content theme. So content themes, they really connect the dots across a few 116 00:08:43.029 --> 00:08:48.950 key areas. So one, they support the company's larger goals. So an 117 00:08:48.029 --> 00:08:52.149 example of that could be like, Hey, we need to break into the 118 00:08:52.230 --> 00:08:58.059 enterprise. That's a really big company wide goal. They speak to the products 119 00:08:58.179 --> 00:09:05.500 and any upcoming launches, they highlight key messages and competitive differentiators and then finally, 120 00:09:05.539 --> 00:09:09.179 they piggyback on market trends. You know what are what's the analyst community 121 00:09:09.220 --> 00:09:13.049 talking about? What's the buzz in the market? So really the first step 122 00:09:13.129 --> 00:09:18.970 to creating these themes and filling in the blanks across these key areas is setting 123 00:09:18.169 --> 00:09:24.639 side some time with the various stakeholders and your organizations. So chatting with them, 124 00:09:24.679 --> 00:09:28.600 asking them what they're hearing from customers and prospects, getting a sense of 125 00:09:28.679 --> 00:09:31.879 what excites them most about the products and, you know, hearing what they 126 00:09:31.919 --> 00:09:35.600 think about the company's future. That's going to really help filling those blanks for 127 00:09:35.679 --> 00:09:39.429 you and, honestly, as a content leader, your your best friends and 128 00:09:39.509 --> 00:09:45.110 this process are going to be your pr COMS leader and your product marketing leader. 129 00:09:45.429 --> 00:09:48.830 You guys are going to be like the little power TRIFECTA. So you 130 00:09:48.909 --> 00:09:52.299 know, three of you together should really have most of the information you need 131 00:09:52.379 --> 00:09:56.740 to build the themes out and really align on a direction that makes sense. 132 00:09:58.580 --> 00:10:05.500 So a content theme is generally one super meeting, powerful sentence and it's internal 133 00:10:05.580 --> 00:10:11.090 facing only, but it still needs to be pretty polished. Probably the best 134 00:10:11.090 --> 00:10:16.570 way to get a feel for content themes is to really read through some examples 135 00:10:16.769 --> 00:10:20.090 and I'll give I'll give you guys an article that has some at the end 136 00:10:20.129 --> 00:10:24.799 of this interview. But there are a few key elements that your theme needs 137 00:10:24.840 --> 00:10:28.919 to have. So number one, it really needs to speak to an aspect 138 00:10:28.000 --> 00:10:33.320 of the value your solution brings, but never mention your solution or company by 139 00:10:33.399 --> 00:10:37.909 name, and I refer to this as the Challenger sales approach. If you're 140 00:10:37.950 --> 00:10:41.909 in content marketing and have never read the Challenger Sale. Go read that book. 141 00:10:43.350 --> 00:10:46.789 But in addition to that, a theme really needs to tie back to 142 00:10:48.309 --> 00:10:52.580 a larger market opportunity, your threats, so it's immediately evident why a prospect 143 00:10:52.620 --> 00:10:58.019 or customer needs to pay attention. It needs to be grounded in reality but 144 00:10:58.059 --> 00:11:01.460 also have a little bit of an aspirational component. And finally, it has 145 00:11:01.580 --> 00:11:07.090 to be it needs to be clear and be specific enough that the intent is 146 00:11:07.210 --> 00:11:11.769 really obvious, but it also needs to be broad enough that you can expand 147 00:11:11.809 --> 00:11:16.850 on it from different angles so it's a lot easier to understand in practice. 148 00:11:16.250 --> 00:11:20.960 So should I kind of walk us through like a little scenario? Yeah, 149 00:11:20.000 --> 00:11:22.840 I would love that, and that's what we try and do on this show. 150 00:11:24.000 --> 00:11:26.200 You know, Rachel is, let's share where the rubber meets the road. 151 00:11:26.200 --> 00:11:30.320 Let's talk about you know, let's get nitty gritty. So I'd love 152 00:11:30.399 --> 00:11:33.429 for you to walk through an example here. I love the way that you 153 00:11:33.549 --> 00:11:37.470 summarized, you know, the for key components of your content theme. You've 154 00:11:37.509 --> 00:11:41.110 got your value prop without speaking to your product or your company. You've got 155 00:11:41.230 --> 00:11:45.669 to speak clearly to the opportunity or threat in the market and then you've got 156 00:11:45.710 --> 00:11:48.299 two things you got to balance. You've got a balance being grounded in reality 157 00:11:48.340 --> 00:11:52.899 yet aspirational, and it's also got to be clear and obvious but also broad. 158 00:11:52.980 --> 00:11:56.139 So to balancing acts that you've got to play along with those other two 159 00:11:56.179 --> 00:12:00.460 components. So show us a little bit, walk us through. I say 160 00:12:00.580 --> 00:12:03.970 show, but we're on an audio only podcast. Walk us through and tell 161 00:12:03.049 --> 00:12:07.169 us an example here that folks can learn from. Rachel. Yeah, definitely. 162 00:12:07.529 --> 00:12:11.850 So let's let's imagine that we work for a snack delivery company. So 163 00:12:13.889 --> 00:12:20.480 our snacks are way healthier than our competitors and this quarter we're actually releasing a 164 00:12:20.679 --> 00:12:26.679 mobile APP with nutritional information for all our snack options. So when I took 165 00:12:26.720 --> 00:12:31.669 that first step and actually got together with my product marketer and how to Pr 166 00:12:31.750 --> 00:12:37.190 Com's she mentions me that analysts have been talking a lot about employee stress and 167 00:12:37.350 --> 00:12:41.750 burnout and how companies need to invest in teams wellbeing, and that's kind of 168 00:12:41.789 --> 00:12:45.860 a hot topic right now. So, taking all these things into consideration, 169 00:12:45.899 --> 00:12:52.340 an example content theme could be companies that want to retain top talent and avoid 170 00:12:52.379 --> 00:12:58.610 the consequences of employee burnout must take ownership of helping employees live healthier lifestyles. 171 00:13:00.289 --> 00:13:03.529 So I'm going to break this down a little bit. So, as you 172 00:13:03.570 --> 00:13:09.049 can see or here, we're speaking to a large important opportunity and threat. 173 00:13:09.210 --> 00:13:13.759 Retaining top talent and avoiding employee burnout is a pretty big deal. Our product 174 00:13:13.840 --> 00:13:18.000 is super healthy, like I mentioned, it's way healthier than our competitors. 175 00:13:18.120 --> 00:13:24.120 So we're connecting ourselves to the solution here without saying anything explicitly about snacks or 176 00:13:24.360 --> 00:13:31.350 our service. Helping employees live healthier lifestyles is definitely possible, but it's also 177 00:13:31.429 --> 00:13:33.750 a you know, it's a pretty big goal lot. It's a little audacious 178 00:13:33.789 --> 00:13:37.750 when you really break that down, like can we really impact like this? 179 00:13:37.789 --> 00:13:41.700 This feels like a big enough problem that it's not like we're helping you save 180 00:13:41.779 --> 00:13:45.980 two minutes a day or something like that exactly. That's what I mean by 181 00:13:46.019 --> 00:13:48.580 kind of like balancing. It has to be grounded in reality, but it 182 00:13:48.700 --> 00:13:52.299 also has to be some laspirational. And then, finally, it's a clear 183 00:13:52.419 --> 00:13:56.769 statement. Like you know, it's super clear, but there's lots of different 184 00:13:56.769 --> 00:14:00.129 ways to approach it. You know, we could write about ways to motivate 185 00:14:00.129 --> 00:14:03.490 employees to live healthier. We could do a survey about the impact of food 186 00:14:03.570 --> 00:14:07.610 on employee productivity, or talk about how food is a key component of health 187 00:14:07.649 --> 00:14:11.679 and well, this and there's there's a million different ways that we could approach 188 00:14:11.720 --> 00:14:15.720 this. So, as you can hopefully tell from that little example, this 189 00:14:15.879 --> 00:14:20.240 theme really takes our snack companies key differentiator, one of the benefits we ring, 190 00:14:20.840 --> 00:14:26.870 an upcoming product launch and market buzz and fits them really into one tightly 191 00:14:26.710 --> 00:14:33.429 woven strategic statement that we can take in multiple different directions and really expand on 192 00:14:33.590 --> 00:14:39.019 to attract and eventually convert potential buyers. Yeah, absolutely. I love the 193 00:14:39.139 --> 00:14:45.139 connection there of you know, working your way into this one sentence that's going 194 00:14:45.220 --> 00:14:50.379 to drive everything down to the practical execution of your to mansion. Hey, 195 00:14:50.419 --> 00:14:54.850 everybody, logan with sweet fish here. You probably already know that we think 196 00:14:54.929 --> 00:14:58.129 you should start a podcast if you haven't already. But what if you have 197 00:14:58.370 --> 00:15:03.289 and you're asking these kinds of questions? How much has our podcast impacted revenue 198 00:15:03.330 --> 00:15:09.000 this year? How's our sales team actually leveraging the PODCAST content? If you 199 00:15:09.080 --> 00:15:13.440 can't answer these questions, you're actually not alone. This is why I cast 200 00:15:13.559 --> 00:15:18.960 it created the very first content marketing platform made specifically for be to be podcasting. 201 00:15:18.480 --> 00:15:24.590 Now you can more easily search and share your audio content while getting greater 202 00:15:24.669 --> 00:15:30.309 visibility into the impact of your podcast. The marketing teams at Drift Terminus and 203 00:15:30.590 --> 00:15:33.750 here at sweetfish have started using casted to get more value you out of our 204 00:15:33.830 --> 00:15:37.740 podcast, and you probably can to. You can check out the product in 205 00:15:37.860 --> 00:15:46.379 action and casted dot US growth. That's sea St Ed dot US growth. 206 00:15:46.820 --> 00:15:52.570 All right, let's get back to the show. As we round out the 207 00:15:52.610 --> 00:15:56.809 conversation, Rachel, let's talk a little bit about those next steps. Once 208 00:15:56.970 --> 00:16:00.250 you've created your content theme, now you need to activate, you need to 209 00:16:00.409 --> 00:16:06.519 execute the content that all feeds into this theme and figure out your channels, 210 00:16:06.600 --> 00:16:08.240 you know, picking the right channel and those sorts of things. Maybe as 211 00:16:08.240 --> 00:16:12.039 a conversation for another episode, but the next steps there, once you kind 212 00:16:12.039 --> 00:16:15.759 of land on that. What are some of the key activation points as you 213 00:16:15.919 --> 00:16:22.509 move into execution phase that are always part of your playbook? Rachel, Yeah, 214 00:16:22.629 --> 00:16:26.029 definitely. This is this is the fun part. So you're going to 215 00:16:26.070 --> 00:16:30.710 need your key buyer personas and also the general stages of your buyer. Jeremy, 216 00:16:30.909 --> 00:16:33.820 I tend to just use top metal bottom of funnel as my stages or 217 00:16:34.059 --> 00:16:37.179 Tofu Mofu Bo Foo. So then what you're going to want to do is 218 00:16:37.340 --> 00:16:41.179 create a Google sheet with your theme at the top and your funnel stages in 219 00:16:41.259 --> 00:16:47.610 the first column and your buyer personas across the tops of the remaining columns, 220 00:16:48.450 --> 00:16:51.370 and we're going to do what I call content mapping. So you're going to 221 00:16:51.409 --> 00:16:56.490 start by identifying any existing content you have that fits into your chosen theme and 222 00:16:56.570 --> 00:16:59.769 then you're going to plot it on the sheet according to the area of the 223 00:16:59.809 --> 00:17:04.200 funnel it fits into and which persona or personas it addresses. And so once 224 00:17:04.279 --> 00:17:07.720 you do this, you're going to have a pretty solid idea of the gaps 225 00:17:07.880 --> 00:17:11.880 and your content and where you need to create new content. So once you've 226 00:17:11.920 --> 00:17:14.440 done that, you're going to go in and you're going to bring stom ideas 227 00:17:14.559 --> 00:17:17.670 to fill in those gaps. And essentially what you're doing at that point is 228 00:17:17.710 --> 00:17:22.430 you're creating relevant, cohesive streams of content across by your personas all the way 229 00:17:22.430 --> 00:17:26.549 through the funnel. So in other words, you're creating those channels or inlets 230 00:17:26.589 --> 00:17:30.779 of content that will ultimately, you know, sweep up your prospects and carry 231 00:17:30.859 --> 00:17:36.539 them to conversion. And so you know when you're doing this exercise and filling 232 00:17:36.579 --> 00:17:40.420 in your map. Definitely like keep different content types and mind and where they 233 00:17:40.500 --> 00:17:42.660 fit in the funnel. So, for example, you know, webinars tend 234 00:17:42.700 --> 00:17:47.650 to be more middle of funnel because they require registration and a one hour time 235 00:17:47.769 --> 00:17:51.930 commitments. A blog poster a good top of funnel materials. So keep that 236 00:17:52.049 --> 00:17:56.089 in mind. Think about how to repurpose one piece of content into multiple pieces, 237 00:17:56.289 --> 00:17:59.519 just by, yes, speaking it. Yeah, just by making it 238 00:17:59.599 --> 00:18:03.240 into a different format and tweaking it a bit so it speaks to folks higher 239 00:18:03.279 --> 00:18:07.039 or lower in the funnel. And you know, once you've kind of gone 240 00:18:07.079 --> 00:18:10.839 through this process and mapped everything out, really the next step is to just 241 00:18:11.039 --> 00:18:14.509 work as a content team to identify the ideas you want to move forward with 242 00:18:15.029 --> 00:18:18.470 and then share this document with your key stakeholders, and I even like to 243 00:18:18.670 --> 00:18:22.509 to schedule a call to walk them through it, and then this way everyone 244 00:18:22.710 --> 00:18:26.619 us what's coming on the pike and the materials that they'll have available to use 245 00:18:26.660 --> 00:18:32.420 in their campaigns and repurpose into other types of assets. Yeah, absolutely, 246 00:18:32.420 --> 00:18:34.619 I love that you talked there, Rachel, about, you know, never 247 00:18:34.819 --> 00:18:38.859 creating one piece of content. We're so big on that I mean a huge 248 00:18:38.940 --> 00:18:41.289 part of what we do here at sweet fish, both for ourselves and for 249 00:18:41.329 --> 00:18:45.609 our customers, has taking, you know, one piece of content, often 250 00:18:45.690 --> 00:18:48.210 starting with a podcast episode, and taking that and turning it into a lot 251 00:18:48.250 --> 00:18:53.809 more. But I think what a lot of people miss there is one contextualizing 252 00:18:53.890 --> 00:18:57.240 it for every channel. Right. You can't just take a linkedin post and 253 00:18:57.279 --> 00:19:00.759 say, oh well, we're just going to post that to twitter and have 254 00:19:00.960 --> 00:19:04.759 the follow the the linkedin link. No, contextualize it for the channel. 255 00:19:04.960 --> 00:19:08.119 But also what you said, I think is very important. If people remember 256 00:19:08.400 --> 00:19:11.230 two things about this episode, it is, you know, when you create 257 00:19:11.349 --> 00:19:15.549 that piece of content, create it for a variety of channels. Obviously everyone's 258 00:19:15.549 --> 00:19:19.390 going to have different priorities there. But also, how can you tweak it 259 00:19:19.549 --> 00:19:25.019 to make that one piece of middle of funnel content something very close to that 260 00:19:25.140 --> 00:19:27.339 for top of funnel or bottom of funnel without recreating the wheel? I think 261 00:19:27.700 --> 00:19:32.980 that will add a lot of efficiency to your content planning and and your content 262 00:19:33.099 --> 00:19:37.740 execution, both in creation as well as distribution. Racial this has been a 263 00:19:37.859 --> 00:19:41.049 great conversation for anybody listening to this that would like to ask you some follow 264 00:19:41.049 --> 00:19:45.650 up questions or just stay connected with you or maybe you have some resources. 265 00:19:45.690 --> 00:19:48.769 I know you ended to share that you mentioned earlier. What's the skinny there? 266 00:19:48.849 --> 00:19:52.400 Tell us how how folks can connect with you or take some next steps 267 00:19:52.480 --> 00:19:59.200 on other content options there. Yeah, definitely find me on ALMANAC. This 268 00:19:59.200 --> 00:20:04.960 ALMANAC is a really awesome site that has experts in different functional areas right best 269 00:20:06.039 --> 00:20:11.349 practice articles sharing their own proven strategies and tactics. So I wrote a piece 270 00:20:11.470 --> 00:20:17.430 titled how to design and execute a great content marketing strategy that talks more about 271 00:20:17.430 --> 00:20:23.579 content themes and offers downloadables and visuals and everything. So just visit ask almanaccom 272 00:20:23.859 --> 00:20:27.539 and search for me there to find that resource and then if you want to 273 00:20:27.539 --> 00:20:32.700 connect with me directly, you can definitely and shoot me a note and a 274 00:20:32.779 --> 00:20:37.569 request on Linkedin. Just search for Rachel Serba or shoot me a note at 275 00:20:37.809 --> 00:20:41.569 Rachel at Sigma Computingcom. I love it. And just for listeners as well, 276 00:20:41.609 --> 00:20:45.970 if you are looking to dig into more content here, definitely recommend searching 277 00:20:47.130 --> 00:20:51.559 for that Article Rachel mention on ask almanaccom. Will make it easy and link 278 00:20:51.640 --> 00:20:53.759 to that in the show notes to other episodes to mention. If you like 279 00:20:55.039 --> 00:20:59.079 this one, definitely check out episode nine hundred and eighty with our mutual friend 280 00:20:59.079 --> 00:21:03.319 Danny Cadella. He was talking about five triggers that drive emotional buying decisions. 281 00:21:03.359 --> 00:21:06.789 Yes, even in B Tob. That was a great conversation. So as 282 00:21:06.829 --> 00:21:11.710 you're starting to build out your content themes and your strategy to execute on that, 283 00:21:11.069 --> 00:21:15.589 you've got to think about how are you communicating and leveraging emotional buying triggers. 284 00:21:15.829 --> 00:21:18.380 The other thing that came to mind as you were talking, Rachel, 285 00:21:18.420 --> 00:21:22.099 breaking down the content themes in the four components that you have to have in 286 00:21:22.259 --> 00:21:26.380 thinking about that language. James, our founder and CEO, and myself did 287 00:21:26.500 --> 00:21:30.619 a behind the curtain series on how we thought about and came to the language 288 00:21:30.700 --> 00:21:34.289 for our why and our mountain top here at sweet fish. So a little 289 00:21:34.289 --> 00:21:38.289 bit different language but same sort of thing, wrestling with those words that are 290 00:21:38.289 --> 00:21:42.089 going to be important and are going to be a driving factor internally to your 291 00:21:42.130 --> 00:21:45.609 organization. In that case a little bit broader than just marketing. But if 292 00:21:45.650 --> 00:21:49.440 you like this conversation, those might be a couple others to dig into as 293 00:21:49.480 --> 00:21:52.440 well as Rachel's episodes. Will Link to all three of those in the show 294 00:21:52.480 --> 00:21:56.759 notes. Rachel, This has been a great conversation. So glad that Danny 295 00:21:56.799 --> 00:21:59.839 connected us. Thank you for being a fantastic guest on the show today. 296 00:22:00.000 --> 00:22:02.789 Thank you so much for having me. I really enjoyed our conversation. I 297 00:22:04.990 --> 00:22:10.349 hate it when podcasts incessantly ask their listeners for reviews, but I get why 298 00:22:10.349 --> 00:22:12.910 they do it, because reviews are enormously helpful when you're trying to grow a 299 00:22:12.950 --> 00:22:17.380 podcast audience. So here's what we decided to do. If you leave a 300 00:22:17.420 --> 00:22:21.339 review for me to be growth and apple podcasts and email me a screenshot of 301 00:22:21.380 --> 00:22:25.619 the review to James at Sweet Fish Mediacom, I'll send you as signed copy 302 00:22:25.700 --> 00:22:29.500 of my new book, content based networking, how to instantly connect with anyone 303 00:22:29.579 --> 00:22:32.490 you want to know. We get a review, you get a free book. 304 00:22:32.769 --> 00:22:33.369 We both win.