From Transactional Copy to Transformational Content w/ Rita Richa

WEBVTT 1 00:00:05.640 --> 00:00:10.200 Welcome in to be to be growth. I'm your host Benji Block today. We're joined by 2 00:00:10.200 --> 00:00:15.250 Rita Rita, she's a producer here at sweet fish rita thanks so much for 3 00:00:15.250 --> 00:00:18.890 joining us on B two B growth today. Thank you so much for having me, Benji, 4 00:00:18.890 --> 00:00:23.880 I'm very excited to be here. Absolutely, so we're about to jump in but Rita just 5 00:00:23.880 --> 00:00:29.010 give us like a 32nd, like I say a twitter length bio, what's a couple of 6 00:00:29.010 --> 00:00:31.900 really important things maybe don't know about you, A couple important 7 00:00:31.900 --> 00:00:36.620 things to know about me. I am a huge fan of podcasting and content. I have 8 00:00:36.620 --> 00:00:41.300 been working at sweet fish media as a producer for just about two years. It 9 00:00:41.300 --> 00:00:47.290 will be now running at least 10 shows regarding view to be production and 10 00:00:47.300 --> 00:00:52.330 content and all of that. So coming here with just the behind the scenes 11 00:00:52.340 --> 00:00:56.860 viewpoint of some of the podcasts that you all produce and and our or hope 12 00:00:56.940 --> 00:01:02.640 produce and because of that passion, I am known around here as a little bit of 13 00:01:02.640 --> 00:01:08.260 a Disney nerd Disney clean you could say. So I do have my own personal 14 00:01:08.260 --> 00:01:12.970 podcast called Deputy Poppa Business just for fun and I guess that's the 15 00:01:12.970 --> 00:01:17.450 full rounded picture of who I am and what I do. Well, we're so glad to have 16 00:01:17.450 --> 00:01:21.360 you on the show. I love the Disney fashion, it's great, you're on me to be 17 00:01:21.360 --> 00:01:26.000 growth, this is kind of what what led me to ask for you to be on the show. 18 00:01:26.000 --> 00:01:29.900 Okay, so I'm scrolling through linkedin the other day I come across this post 19 00:01:29.900 --> 00:01:33.930 that you shared and have to say I immediately feel the pain point that 20 00:01:33.930 --> 00:01:39.200 you were kind of discussing and driving at and it's around how B. Two B brands 21 00:01:39.200 --> 00:01:43.470 right copy and how they kind of interact. So layout for us three to 22 00:01:43.470 --> 00:01:47.760 like what you see in the frustration that you were addressing in that post. 23 00:01:48.140 --> 00:01:53.250 Yeah. So what I'm seeing, especially as someone who is producing the content 24 00:01:53.250 --> 00:01:59.340 for these episodes day today is that we're having great conversations 25 00:01:59.340 --> 00:02:03.810 regarding the topic and the core of what needs to be discussed. But in 26 00:02:03.810 --> 00:02:10.580 relating to each other, the people or the copy is not feeling very human, it 27 00:02:10.580 --> 00:02:14.630 feels very transactional and what we're learning right now, it's sweet fish. A 28 00:02:14.630 --> 00:02:19.840 lot of is how based on J. A Kenzo's philosophy, he's the host of 29 00:02:19.840 --> 00:02:25.150 unthinkable is how to turn our content from just transactional to 30 00:02:25.150 --> 00:02:29.510 transformational and that's something he really emphasizes and in order to do 31 00:02:29.510 --> 00:02:34.630 that it has to be human. We can't transform or impact people if we're 32 00:02:34.630 --> 00:02:40.290 speaking to just the data points or the facts of the conversation. So the pain 33 00:02:40.290 --> 00:02:44.940 point is okay, we're making great content in regards to the topic. We're 34 00:02:44.940 --> 00:02:49.510 feeling like it's just a tad robotic though. How do we make it more human? 35 00:02:49.520 --> 00:02:54.520 Yeah, you pointed out we need to stop being sales e scripted, robotic and 36 00:02:54.520 --> 00:02:59.330 just plain boring and I think no one ever wants to be any of those four 37 00:02:59.330 --> 00:03:04.110 things. Really right? But it's so easy to kind of start to fall into one of 38 00:03:04.110 --> 00:03:08.600 those. Why do you think that is? Why do you think that we so often can, can 39 00:03:08.600 --> 00:03:13.820 fall prey to being sales, the scripted robotic or just plain boring? I think 40 00:03:13.820 --> 00:03:17.910 first of all just a very much clarify, just plain boring because I don't want 41 00:03:17.910 --> 00:03:22.450 to be rude. It's just thinking about the context of your audience and your 42 00:03:22.450 --> 00:03:28.110 listener though, how many podcasts or blogs or videos out there exist that 43 00:03:28.110 --> 00:03:32.260 are talking about the same exact thing that you are talking about. So maybe 44 00:03:32.260 --> 00:03:36.550 the content is fun and new and fresh to you and the way that you discuss it 45 00:03:36.550 --> 00:03:40.950 internally or with your immediate peers, but it's the same to someone who's 46 00:03:40.950 --> 00:03:45.520 consuming this kind of content consistently on the outside. So another 47 00:03:45.520 --> 00:03:48.810 aspect of why we want to bring in that humanity and we'll get into that in 48 00:03:48.810 --> 00:03:55.210 just a second, is to make it unique because when you are yourself, you are 49 00:03:55.220 --> 00:03:59.300 bringing in your voice in addition to your brand's voice and either the 50 00:03:59.300 --> 00:04:03.810 product or service that you're providing, that kind of trifecta is 51 00:04:03.810 --> 00:04:09.610 what's going to be so unique and relatable to people because you are you, 52 00:04:09.620 --> 00:04:13.510 there is no other person like you out there and that those ideas and 53 00:04:13.510 --> 00:04:18.149 perspectives that you infuse into that content are what's going to set it 54 00:04:18.149 --> 00:04:23.770 apart from the chose or whatever else that's out there and what I mean by 55 00:04:23.770 --> 00:04:29.550 that is usually in these conversations were very good at explaining the 56 00:04:29.550 --> 00:04:33.740 problem that you are trying to solve within your world, like, as a marketer, 57 00:04:33.740 --> 00:04:37.030 you were always trying to solve the problem whatever that may be in your 58 00:04:37.030 --> 00:04:43.560 space, but sometimes we forget to relate to that problem too, whoever 59 00:04:43.560 --> 00:04:47.630 ideal ideal buyers are, or just our listeners or consumers of that content, 60 00:04:47.640 --> 00:04:54.380 so trying to relay a story into what you're talking about is so important 61 00:04:54.390 --> 00:04:58.900 and you kind of sometimes have to find the story, it's not always just going 62 00:04:58.900 --> 00:05:03.510 to be there right in front of you, like, especially if you're selling something 63 00:05:03.510 --> 00:05:07.180 like, I don't know, sas if you're in the SAS space and there's a software 64 00:05:07.180 --> 00:05:11.530 and you know, you're creating pivot tables and you're in tableau, I don't 65 00:05:11.530 --> 00:05:15.630 know, that's not what I'm a fan of what I know of personally, but what I know 66 00:05:15.630 --> 00:05:20.270 is that any time you use any of those things in that space, there's always 67 00:05:20.270 --> 00:05:24.460 going to be a story because you're working with other people and that's 68 00:05:24.460 --> 00:05:28.710 the thing would be to be someone's having success because of what you're 69 00:05:28.710 --> 00:05:33.470 doing and finding that is so important. Exactly. So those customer success 70 00:05:33.470 --> 00:05:38.730 stories are easy wins for infusing that into your content, but doing it in a 71 00:05:38.730 --> 00:05:44.360 way that's not overly pompous, like we sold 3000, blah, blah, blah and last 72 00:05:44.360 --> 00:05:48.750 year because of our amazing, blah, blah, blah, like more so that it's just 73 00:05:49.040 --> 00:05:54.780 bringing it to like, okay, let me talk to my customer success team. Let me see 74 00:05:54.790 --> 00:05:59.390 if there was a situation that we were able to really like solve or we 75 00:05:59.400 --> 00:06:04.110 impacted somebody in some way because of the service that we're providing. 76 00:06:04.120 --> 00:06:09.050 And you can infuse that story into the content that you're creating. You know, 77 00:06:09.050 --> 00:06:12.700 what's interesting about that Teresa is when you think of success stories in 78 00:06:12.700 --> 00:06:17.020 the B two B space and I've seen this on linked in quite a bit. People will 79 00:06:17.020 --> 00:06:22.370 share a graphic with a quote from a customer and that's what they think a 80 00:06:22.370 --> 00:06:27.370 customer success stories, which that's a great start. But if you imagine how 81 00:06:27.370 --> 00:06:32.520 you could take that content to the next level by expanding on that quote or 82 00:06:32.530 --> 00:06:37.510 taking it beyond. Like there's such a difference between a testimonial and 83 00:06:37.520 --> 00:06:42.510 customer success story where you could make it longer and really go into 84 00:06:42.510 --> 00:06:46.280 detail so that people connect emotionally. Right. Right. And 85 00:06:46.280 --> 00:06:50.770 interactive to. That's the biggest thing. It's like, what we can't, we 86 00:06:50.770 --> 00:06:54.860 have done once before here at Sweet Fish is we ask for permission of the 87 00:06:54.860 --> 00:07:00.870 customer, are you comfortable going on a video or recording this message so 88 00:07:00.870 --> 00:07:05.360 that we can include it in our content, it doesn't have to exist separate from 89 00:07:05.360 --> 00:07:08.590 the content. I think that's where those kind of stories don't really hit the 90 00:07:08.590 --> 00:07:12.580 mark. It's just something that's kind of thrown out there as a look at me. 91 00:07:12.590 --> 00:07:16.610 But it could be included into any kind of educational content that you have as 92 00:07:16.610 --> 00:07:20.620 a piece of that. So it's a part of that fuller puzzle. And then another thing 93 00:07:20.620 --> 00:07:25.220 that's even more impactful, I think then the success stories is the 94 00:07:25.220 --> 00:07:29.010 vulnerability, like showing transparency and honesty in your 95 00:07:29.010 --> 00:07:33.580 content marketing, especially when it comes to your failures or your mistakes, 96 00:07:33.580 --> 00:07:38.770 like the vulnerable real stuff is what's going to have a different kind 97 00:07:38.770 --> 00:07:43.030 of impact because everyone drones on about their winds, but more rare is it 98 00:07:43.030 --> 00:07:46.830 to see the behind the scenes of how they got there or the moments that 99 00:07:46.830 --> 00:07:50.360 maybe they didn't land that award or meet that quota that quarter and what 100 00:07:50.360 --> 00:07:55.080 they did to fix it and how they fixed it and what they did to improve. That 101 00:07:55.080 --> 00:07:59.430 maybe lead to success later on moving forward because the more you open up as 102 00:07:59.430 --> 00:08:05.320 an individual, the more people see you as human and naturally will relate to 103 00:08:05.320 --> 00:08:10.500 that content and ultimately end up just respecting you. You know, it's widely 104 00:08:10.500 --> 00:08:15.260 known in business that in order to land those deals or make those connections, 105 00:08:15.640 --> 00:08:19.830 you have to your consumers, your ideal buyer or whoever it is, they have to 106 00:08:19.830 --> 00:08:26.040 know like and trust you, right? So at the end of the day, if I'm a human, I 107 00:08:26.040 --> 00:08:30.770 naturally subconsciously, I want to know how I can relate to your brand, 108 00:08:30.780 --> 00:08:35.289 but also to you as a person, I want to know what makes your product or your 109 00:08:35.289 --> 00:08:39.760 service is worthy of my attention and I may not be thinking all those things, 110 00:08:39.760 --> 00:08:45.170 but if I see a way that, you know someone that's big and successful, I 111 00:08:45.180 --> 00:08:47.750 didn't do the thing that they thought they were going to do, but they came 112 00:08:47.750 --> 00:08:51.460 back from it and the story behind that, I'm going to naturally relate to that 113 00:08:51.460 --> 00:08:55.050 and trust that that person isn't proclaiming themselves the Almighty, 114 00:08:55.050 --> 00:08:58.780 all knowing perfect, but just another human in the space that I can relate to 115 00:08:58.780 --> 00:09:02.250 and maybe want to do business with later down the line, the more I ingest 116 00:09:02.250 --> 00:09:07.130 and consume that content and follow them. Hey, everybody Logan with sweet 117 00:09:07.130 --> 00:09:10.520 fish here. If you've been listening to the show for a while, you know, we're 118 00:09:10.520 --> 00:09:15.250 big proponents of putting out original organic content on linkedin. But one 119 00:09:15.250 --> 00:09:19.420 thing that's always been a struggle for a team like ours is to easily track the 120 00:09:19.420 --> 00:09:23.180 reach of that linkedin content. That's why I was really excited when I heard 121 00:09:23.180 --> 00:09:27.100 about Shield the other day from a connection on, you guessed it linked in 122 00:09:27.110 --> 00:09:31.980 since our team started using Shield. I've loved how it's led us easily track 123 00:09:31.990 --> 00:09:35.910 and analyze the performance of our linkedin content without having to 124 00:09:35.910 --> 00:09:39.760 manually log it ourselves. It automatically creates reports and 125 00:09:39.760 --> 00:09:43.390 generate some dashboards that are incredibly useful to see things like 126 00:09:43.400 --> 00:09:46.850 what contents been performing the best and what days of the week are we 127 00:09:46.850 --> 00:09:51.250 getting the most engagement and aren't average views proposed. I'd highly 128 00:09:51.250 --> 00:09:54.690 suggest you guys check out this tool. If you're putting out content on linked 129 00:09:54.690 --> 00:09:58.840 in and if you're not, you should be. It's been a game changer for us. If you 130 00:09:58.840 --> 00:10:04.000 go to shield app dot Ai and check out the 10 day free trial, you can even use 131 00:10:04.010 --> 00:10:10.280 our promo code B two B growth to get a 25% discount again, that's shield app 132 00:10:10.290 --> 00:10:16.440 dot Ai. And that promo code is be the number two be growth all one word. All 133 00:10:16.440 --> 00:10:25.270 right, let's get back to the show. It's funny how, you know, B two B brands try 134 00:10:25.270 --> 00:10:31.290 to talk to B two B brands and that's how it becomes robotic because it's a 135 00:10:31.290 --> 00:10:34.710 business trying to talk to a business when it's a person talking to a person, 136 00:10:34.720 --> 00:10:39.170 it changes the dynamic of the conversation and it lends itself better 137 00:10:39.170 --> 00:10:42.290 to conversation. And that's something I really liked that. We were talking 138 00:10:42.290 --> 00:10:46.320 about this offline, we're talking about the conversational side where we need 139 00:10:46.320 --> 00:10:50.680 to be interacting once. Maybe it's a story, a story that's posted or 140 00:10:50.680 --> 00:10:55.160 whatever content we posted. Some of the best content is actually going to 141 00:10:55.160 --> 00:10:58.590 happen right in the comment section, the conversations that happen as that 142 00:10:58.600 --> 00:11:02.360 content gets pushed out. Yeah, right. And to relate to that point even 143 00:11:02.360 --> 00:11:06.340 further on one of the posts that I have created on linkedin, I did have a 144 00:11:06.340 --> 00:11:11.320 wonderful comment from someone um her name is Lauren Garforth and she's kind 145 00:11:11.320 --> 00:11:14.830 of cool, I kinda want to be her friend, she has pink hair, and her tagline says, 146 00:11:14.840 --> 00:11:19.080 just a creative storyteller working in a treehouse, and that's a segment for 147 00:11:19.080 --> 00:11:23.850 another day. I want to know about this treehouse, but either way she said that 148 00:11:23.860 --> 00:11:28.310 when she writes for the brand that she works for, she thinks about how she 149 00:11:28.310 --> 00:11:33.740 would explain that content to a friend, like she said, what I love about this 150 00:11:33.740 --> 00:11:38.660 approach is one some of my weirdest but best writing comes out in this way into 151 00:11:38.740 --> 00:11:42.300 it's almost therapeutic for me, I'm getting to be authentic in my writing 152 00:11:42.300 --> 00:11:47.870 and that's cathartic, and that adds another layer of human. So yes, it's 153 00:11:47.870 --> 00:11:52.950 cool to be able to think like, okay, I've created this piece, whatever it is, 154 00:11:52.960 --> 00:11:58.180 is it relatable? Like this is the way that I would express this to my friend, 155 00:11:58.190 --> 00:12:03.200 but if that's too far fetched, because I know I talked to my friends very 156 00:12:03.200 --> 00:12:07.150 differently than I talked to my colleagues in the business space. 157 00:12:07.940 --> 00:12:13.170 Picture your content as if you were sitting at a table at a networking 158 00:12:13.170 --> 00:12:17.250 event and you're turning around to someone at that space, you're all 159 00:12:17.260 --> 00:12:20.880 grouped by tables based on your expertise, your knowledge, and you're 160 00:12:20.880 --> 00:12:25.090 all very excited to be there and share and collaborate on that knowledge is 161 00:12:25.100 --> 00:12:30.470 what I created tangible and easy enough to relate to that person, that casual 162 00:12:30.470 --> 00:12:36.060 business networking, like, bonding setting, and if it is then that's great 163 00:12:36.060 --> 00:12:41.670 because your content is going to encourage that natural interaction and 164 00:12:41.670 --> 00:12:46.110 engagement, which is so important because that's the other aspect to this 165 00:12:46.110 --> 00:12:50.390 human content creation don't just create content to create content. We've 166 00:12:50.390 --> 00:12:54.780 all heard that before. You have to remember to interact and collaborate 167 00:12:54.780 --> 00:12:59.150 with the people who respond to that content so that you can start to build 168 00:12:59.150 --> 00:13:04.290 the community and those human friendships that it takes to know, like 169 00:13:04.290 --> 00:13:09.640 and trust you and ultimately your brand. Yeah, I'm imagining like, your friend 170 00:13:09.640 --> 00:13:12.960 or your at this networking event, you're like pulling out graphs on your 171 00:13:12.960 --> 00:13:15.650 phone and you're like trying to show them, you know, I mean like what we 172 00:13:15.660 --> 00:13:19.320 might typically imagine, like it just wouldn't work right because people's 173 00:13:19.330 --> 00:13:22.700 eyes would glaze over there. Like this isn't the way that humans really 174 00:13:22.700 --> 00:13:26.240 interact, but we all get so obsessed with like our graph that proves our 175 00:13:26.240 --> 00:13:30.610 point about our product. And so I think it's such a helpful question. It might 176 00:13:30.610 --> 00:13:34.860 not be the end all be all question, but it is a good filter to run something 177 00:13:34.860 --> 00:13:39.250 through. Is this a way that I would talk to another person? Is this the way 178 00:13:39.250 --> 00:13:44.070 I would talk to a friend or someone in in my business space because that it 179 00:13:44.070 --> 00:13:49.120 makes it more relatable. Absolutely. We also have this acronym here around 180 00:13:49.120 --> 00:13:53.760 sweet fish that is extremely helpful that I wanted to bring us back to in 181 00:13:53.760 --> 00:13:57.800 this episode as we're talking about content creation because we want to 182 00:13:57.800 --> 00:14:02.010 make this as practical as possible for you like when you leave and you have to 183 00:14:02.010 --> 00:14:05.800 go back to writing your copy. What are the filters you run through? Here's an 184 00:14:05.800 --> 00:14:10.270 easy one. It's the fire acronym. We've talked about this maybe a couple times 185 00:14:10.270 --> 00:14:15.810 on the podcast in the past, but fire stands for fun, informative, relevant 186 00:14:15.820 --> 00:14:20.600 and extensive. Have you used this rita? And how do you see this being extremely 187 00:14:20.600 --> 00:14:22.260 beneficial to our listeners? 188 00:14:23.440 --> 00:14:28.710 Yeah. So initially we have this idea of sweet fish a while ago that we wanted 189 00:14:28.710 --> 00:14:34.590 to create fire content and at first it was this cringing, millennial fluff of 190 00:14:34.590 --> 00:14:39.150 the sense of the term like fire content and that's and that's just in and of 191 00:14:39.160 --> 00:14:43.950 itself an example of how we to break down. Well, what does that mean for our 192 00:14:43.950 --> 00:14:49.540 brand? Right in our space? So we use it in this is a checkpoint. Like you just 193 00:14:49.540 --> 00:14:53.530 said as a filter, like you can't just put out content and put it out without 194 00:14:53.540 --> 00:14:57.380 editing it. Everyone knows that you need checkpoints and filters to make 195 00:14:57.380 --> 00:15:02.090 sure that it's going to perform the way or reach people in the way that you 196 00:15:02.090 --> 00:15:08.110 want. So it starts with fun. Right, relax people. We're not trying to solve 197 00:15:08.110 --> 00:15:12.170 world hunger or be rocket scientists here with the topics that we're 198 00:15:12.170 --> 00:15:16.810 discussing just because you're talking about like your go to market strategies 199 00:15:16.810 --> 00:15:20.760 or cloud transformation and the tech infrastructure. It doesn't mean that it 200 00:15:20.760 --> 00:15:27.680 can't be witty and a little fun. And what I mean by that is relax on your 201 00:15:27.680 --> 00:15:33.430 language, provide visual aids, provide those stories where a casual outfit. If 202 00:15:33.430 --> 00:15:37.100 you're in a video, like you don't have to be so buttoned up, there's very 203 00:15:37.100 --> 00:15:41.200 small ways to do that. And here's something else that's kind of a pet 204 00:15:41.200 --> 00:15:46.560 peeve for me when you share these images for the love of God, stop using 205 00:15:46.560 --> 00:15:50.740 stock photos of people that represent the people in your company or your 206 00:15:50.740 --> 00:15:55.570 brand. It was your people that is if you don't do anything in this episode, 207 00:15:55.580 --> 00:16:00.470 if you stop using images that represent your people and start using your people 208 00:16:00.480 --> 00:16:05.720 were going to relate to it more because we know it's real people see through 209 00:16:05.720 --> 00:16:11.960 stock images. People see through it. I know exactly the same. Five stock 210 00:16:11.960 --> 00:16:16.230 images and you marketers out there, we know you're on pixels or up splash or 211 00:16:16.230 --> 00:16:20.830 whatever. Using the same five stock images, like use your people don't be 212 00:16:20.830 --> 00:16:26.170 shy, be fun, have fun with it. You know, and I think another thing is the 213 00:16:26.170 --> 00:16:30.520 informative aspect, right? So informative. Yes. Have fun, throw on 214 00:16:30.520 --> 00:16:34.250 the bells and whistles, but at the end of the day you need to provide details 215 00:16:34.250 --> 00:16:39.150 in your content that has educational value. Something that what we call at 216 00:16:39.150 --> 00:16:43.760 sea fish and actionable takeaway content that someone can implement that 217 00:16:43.760 --> 00:16:48.490 day and James are ceo at Sweet Fish says this best. He says to him, 218 00:16:48.490 --> 00:16:54.430 actionable content is something that you can either start doing or stop 219 00:16:54.430 --> 00:16:58.740 doing that day. Like when you can take it away and be like, oh she told me I 220 00:16:58.740 --> 00:17:03.330 need to stop using stock photos, maybe I should stop doing that right? So 221 00:17:03.330 --> 00:17:07.339 informative and the sense of like provide the details, give the value out 222 00:17:07.339 --> 00:17:12.819 in the education, but keep it concise and to the point relevant relevant, 223 00:17:12.819 --> 00:17:16.480 we're in the are of the fire, my favorite letter because it's in my name, 224 00:17:16.490 --> 00:17:21.670 this is the point that most B two B marketers really are find that doing. 225 00:17:21.670 --> 00:17:24.890 They have no issue with relevancy because this is where we want to make 226 00:17:24.890 --> 00:17:28.950 sure the message is clear and concise and what they would be searching for 227 00:17:28.950 --> 00:17:32.800 and the S. E. O. World of things, you know, making sure that you have those 228 00:17:32.800 --> 00:17:36.750 tools and topics that are aligning with your essay, Oh strategy or your search 229 00:17:36.750 --> 00:17:40.920 keywords and we don't need to go too much into that now. But it's still 230 00:17:40.920 --> 00:17:46.150 important as a part of your fire checklist in your content analysis to 231 00:17:46.150 --> 00:17:49.380 determine whether or not you're creating the content that's going to 232 00:17:49.390 --> 00:17:54.860 hit the mark. And then lastly extensive in our father acronym, make sure you 233 00:17:54.860 --> 00:18:02.090 ask those hard or deep questions that maybe people are afraid to like and if 234 00:18:02.090 --> 00:18:05.230 you're not able to in a podcast setting because you're just not doing that 235 00:18:05.230 --> 00:18:10.990 right now try to imagine what those questions might be and let your copy 236 00:18:10.990 --> 00:18:17.880 and content provide those answers for you. So for example, like maybe this is 237 00:18:17.880 --> 00:18:22.540 going to be vague but covid really hard for a lot of people as we know, and 238 00:18:22.540 --> 00:18:25.470 there was a lot of questions that people were afraid to ask in that kind 239 00:18:25.470 --> 00:18:30.050 of content sense be that voice and that human element that's going to answer 240 00:18:30.050 --> 00:18:33.720 questions that relate to what you're doing in your industry, things that are 241 00:18:33.720 --> 00:18:37.060 happening in the world. You know, that's another part of the relevancy 242 00:18:37.060 --> 00:18:41.470 here is you have to be able to read the room online, like don't post content 243 00:18:41.470 --> 00:18:45.110 that is completely insensitive to what's happening in the world, relate 244 00:18:45.110 --> 00:18:50.440 to it, provide the value, be extensive in it. And it's going to just really 245 00:18:50.440 --> 00:18:54.260 hit the mark and hot dang if you marked down and filtered through this list and 246 00:18:54.260 --> 00:18:58.950 got everything you are for sure. Going to create fun, informative, relevant 247 00:18:58.950 --> 00:19:04.000 and extensive content each time it will always be fire and not just in the 248 00:19:04.010 --> 00:19:08.540 corny sense of the term rita for you, when you look at this list of these 249 00:19:08.540 --> 00:19:12.110 four, which one comes easiest to you and which one do you have to work the 250 00:19:12.110 --> 00:19:16.660 hardest to make sure that it is in your content. Honestly, fun comes the 251 00:19:16.660 --> 00:19:23.790 easiest to me because I'm just someone that is very creative and tries to like 252 00:19:23.790 --> 00:19:28.660 find the fun and things where I find difficulty personally and other people 253 00:19:28.660 --> 00:19:34.020 might find difficulty is the extensive aspect of us going in deeper than 254 00:19:34.020 --> 00:19:38.320 surface level and it takes a certain kind of expert, you whoever is 255 00:19:38.320 --> 00:19:44.580 listening in your space to be able to get to that level for your content. And 256 00:19:44.580 --> 00:19:51.520 when we talk about extensive, I think you can go very niche, like that's okay, 257 00:19:51.530 --> 00:19:57.610 but when you're personable and your niche, that's where it connects better. 258 00:19:57.620 --> 00:20:01.790 Otherwise, Absolutely, when we talk robotic, I think that's where the 259 00:20:01.790 --> 00:20:05.550 robotic voice starts to come from is you're kind of talking in a niche that 260 00:20:05.550 --> 00:20:09.410 only you know about and you're not running it through a more personable 261 00:20:09.420 --> 00:20:14.730 filter. So just something to be thinking about rita anything else. I 262 00:20:14.730 --> 00:20:19.180 know you talked as we wrap up here, you gave this challenge that we should be 263 00:20:19.180 --> 00:20:23.000 fresh, fun, unique and personable. Anything else you would say sort of on 264 00:20:23.000 --> 00:20:27.050 this as we start to wrap up just another tip if all of this is 265 00:20:27.050 --> 00:20:30.480 overwhelming because it's a lot of information, something that we didn't 266 00:20:30.480 --> 00:20:35.740 sweet fish with our fire acronym is we created a checklist. So on every piece 267 00:20:35.740 --> 00:20:39.820 of content that we created, we had our writers or anyone that collaborated on 268 00:20:39.820 --> 00:20:44.330 that content go through that checklist to see if it aligns and then at the 269 00:20:44.330 --> 00:20:48.030 beginning of that checklist, make sure you have either your mission or your 270 00:20:48.030 --> 00:20:53.090 brand statement at the top because none of these things will hit or create the 271 00:20:53.090 --> 00:20:56.350 impact that you wanted to if it's not going to speak to the heart of your 272 00:20:56.350 --> 00:21:01.300 brand. So if you're having difficulty in creating the fun content, throwing 273 00:21:01.300 --> 00:21:05.570 on the bells and whistles, sit down and reflect what is the heart of my brand? 274 00:21:05.570 --> 00:21:10.030 What am I really trying to do? Go down deeper and then use all of these tools 275 00:21:10.030 --> 00:21:14.120 to further that initiative or goal that you have with your brand. Here's what 276 00:21:14.120 --> 00:21:18.340 I'm taking away from my conversation. We read it today, work to focus on and 277 00:21:18.340 --> 00:21:24.240 develop stories. That is a good place to start interact with and have as much 278 00:21:24.250 --> 00:21:29.020 conversation as possible in the comments, have the back and forth. Ask 279 00:21:29.020 --> 00:21:33.080 yourself, how would I explain this to a friend or someone at a networking event 280 00:21:33.080 --> 00:21:37.180 And then finally, if you can run through this fire acronym, fun 281 00:21:37.180 --> 00:21:41.430 informative, relevant and extensive. It's going to take your content to the 282 00:21:41.430 --> 00:21:45.270 next level and we'll have a link in the show notes so you can see more about 283 00:21:45.270 --> 00:21:48.810 that fire acronym as well. I'm sure there's listeners rita that are going 284 00:21:48.810 --> 00:21:52.330 to want to connect with you get in touch maybe follow you on linkedin. How 285 00:21:52.330 --> 00:21:56.320 can people best connect Yeah, Following me on linkedin would be the best my 286 00:21:56.320 --> 00:22:00.800 name is Rita Risha. I have my fun sweet fish logo on everything, so you will 287 00:22:00.800 --> 00:22:05.240 not miss me with our brand colors Forster and if you want to message me 288 00:22:05.240 --> 00:22:09.540 or just chat at any time, I'm more than happy to connect with you. Thanks again 289 00:22:09.540 --> 00:22:14.760 for being on B two B growth and uh that was rita one of our producers here on 290 00:22:14.760 --> 00:22:17.980 sweet fish. We're always having insightful conversations here on B two 291 00:22:17.980 --> 00:22:22.850 B growth that helped fuel growth and innovation. So never miss an episode. 292 00:22:22.860 --> 00:22:26.580 You can subscribe to the show on your favorite subscription service, connect 293 00:22:26.580 --> 00:22:31.400 with me on linkedin, Benji bach and keep doing work that matters. We'll 294 00:22:31.400 --> 00:22:32.060 talk to you soon. 295 00:22:33.240 --> 00:22:39.410 Yeah. Gary V says it all the time and we agree every company should think of 296 00:22:39.410 --> 00:22:44.460 themselves as a media company first, then whatever it is they actually do. 297 00:22:44.940 --> 00:22:48.720 If you know this is true, but your team is already maxed out and you can't 298 00:22:48.720 --> 00:22:53.120 produce any more content in house. We can help, we produce podcasts for some 299 00:22:53.120 --> 00:22:57.050 of the most innovative BB brands in the world and we also help them turn the 300 00:22:57.050 --> 00:23:01.720 content from the podcast and the blog posts, micro videos and slide decks 301 00:23:01.720 --> 00:23:04.940 that work really well on linkedin. If you want to learn more, go to sweet 302 00:23:04.940 --> 00:23:11.270 fish media dot com slash launch or email Logan at sweet fish media dot com