#BTC 34: A 4-Part Framework to Measure the Quality of Your Content

WEBVTT 1 00:00:05.799 --> 00:00:09.630 Welcome back to the behind the curtain series of BB growth, and today we're 2 00:00:09.669 --> 00:00:15.109 going to be talking about something that is incredibly important and it is how we 3 00:00:15.509 --> 00:00:20.710 at sweetfish define quality. A few months ago, earlier this year, our 4 00:00:20.750 --> 00:00:25.620 director of audience growth, Dan Sanchez, actually came up with an acronym that 5 00:00:25.899 --> 00:00:28.820 we've been using ever since because we love it so much, and it's the 6 00:00:28.899 --> 00:00:35.060 fire acronym. Fire stands for fun, informative, relevant and extensive. And 7 00:00:35.179 --> 00:00:39.770 today we're actually talking with I'm talking with three other people from our team, 8 00:00:39.810 --> 00:00:45.210 Dan, who leads audience growth for us. He's been a maniac on Linkedin 9 00:00:45.649 --> 00:00:50.079 and absolutely crushing it there. We've got Kelsey Montgomery, our creative director, 10 00:00:50.119 --> 00:00:56.000 who leads design, video and all of our writing, our entire writing team. 11 00:00:56.240 --> 00:00:59.280 Then we've got Timmy Bauer, who's a content strategist on our team. 12 00:00:59.439 --> 00:01:02.640 It's been focusing a lot on Seo lately, and so I'm going to be 13 00:01:02.759 --> 00:01:07.790 talking with these three people about the fire acronym and how they how they use 14 00:01:07.870 --> 00:01:12.590 the fire acronym to filter the content that they are working on for the sweetfish 15 00:01:12.629 --> 00:01:18.430 brand and really what we advocate for our customers to use as well. So 16 00:01:18.980 --> 00:01:23.500 I won't bore you all with lengthy introductions from each of them, but I 17 00:01:23.620 --> 00:01:26.980 want to I want to dive in first with less Dimond, with Dan. 18 00:01:27.099 --> 00:01:30.859 I mean Dan, you came up with this acronym. Why did you think 19 00:01:30.900 --> 00:01:34.689 that it was so critical? I mean, this was right as you were 20 00:01:34.730 --> 00:01:38.049 first starting with us as a contractor. Why did you think it was so 21 00:01:38.409 --> 00:01:45.049 critical to define what quality standards looked like here before even really stepping into a 22 00:01:45.090 --> 00:01:51.280 full time role? Standards allow us to scale. Without the standards and actually 23 00:01:51.359 --> 00:01:55.680 documenting what good is, people don't know what they're aiming for. So if 24 00:01:55.680 --> 00:02:00.709 we're writing content and this we hear a sweetfish. Believe that everybody should learn 25 00:02:00.750 --> 00:02:04.989 how to scale content. Like we want quality content, but it's not just 26 00:02:05.230 --> 00:02:08.870 enough to have quality. Also have to have quantity, like a lot of 27 00:02:09.030 --> 00:02:13.349 content. And really, in order to really do well within bound you have 28 00:02:13.430 --> 00:02:15.979 to produce a ton of content. And but at the same time we're like, 29 00:02:16.060 --> 00:02:19.340 well, if we go high volume, does that mean we're going to 30 00:02:19.379 --> 00:02:23.020 hit the quality? Yes, if you document what quality looks like, which 31 00:02:23.020 --> 00:02:28.099 is why it's important. We were kicking around the idea of fire content just 32 00:02:28.219 --> 00:02:31.090 because fire sounded fun. It's kind of relevant for today and we were using 33 00:02:31.129 --> 00:02:36.729 that little fire Emoji and I took a lesson I learned from a book called 34 00:02:36.770 --> 00:02:40.210 made to stick by Dan and chip heath, about trying to make ideas sticky, 35 00:02:40.330 --> 00:02:44.400 trying to make them so you only have to communicate them once and people 36 00:02:44.439 --> 00:02:46.560 could remember them more easily, and one of the ways they did it was 37 00:02:46.719 --> 00:02:52.280 through acronyms. So I took our idea of making fire content, kind of 38 00:02:52.400 --> 00:02:54.879 pulled together some of the things we were already discussing as far as what made 39 00:02:54.879 --> 00:02:59.909 quality, and then I just try to essentially I forced them into an acronym 40 00:02:59.949 --> 00:03:02.710 to make it a little bit easier to remember what our quality standards were. 41 00:03:04.030 --> 00:03:06.949 Yeah, and so so I want to I want to elaborate on each one 42 00:03:06.990 --> 00:03:10.349 of these. So there it's fun, informative, relevant and extensive. That's 43 00:03:10.389 --> 00:03:15.699 the that's how we measure quality here at Sweet Fish Fun. How you impact 44 00:03:15.780 --> 00:03:19.259 this, Dan, is you know, the content is easy to consume, 45 00:03:19.500 --> 00:03:23.740 it's intriguing and it engages the heart. To me, you actually added something 46 00:03:23.060 --> 00:03:29.289 on there that I really like. It's sprinkled with flavor and I think by 47 00:03:29.530 --> 00:03:32.689 adding that piece on there, you really see that come out in the social 48 00:03:32.729 --> 00:03:37.610 content, the stuff we're putting out on Linkedin through our evangelism program, you 49 00:03:37.689 --> 00:03:40.439 know, with our with the humor that we put into the gifts and memes 50 00:03:40.919 --> 00:03:46.400 were referencing pop culture. That's what we mean by fun. They're informative. 51 00:03:47.080 --> 00:03:54.159 Is Our content empowers people to do today what they couldn't do yesterday. Relevant. 52 00:03:54.599 --> 00:04:00.509 It matches what people are actually looking for or are intrigued by. This 53 00:04:00.669 --> 00:04:02.710 speaks a lot to what we're doing with SEO. We want to make sure 54 00:04:02.710 --> 00:04:08.710 that we're matching the searchers intent when we're creating content and then extensive. The 55 00:04:08.750 --> 00:04:13.300 content goes deep but is easy to consume. It makes the complex simple to 56 00:04:13.419 --> 00:04:20.579 unlock insights quickly. Timmy, how do you view this framework whenever you're coming 57 00:04:20.620 --> 00:04:28.129 up with content ideas, whenever you're building out content that hopefully ranks for specific 58 00:04:28.170 --> 00:04:32.689 keywords? Yeah, absolutely so. Whenever I'm thinking about blog writing for Seo, 59 00:04:32.889 --> 00:04:38.209 the quality standards that I wrote for myself were does it match the searcher's 60 00:04:38.250 --> 00:04:41.800 intent? Does the searcher feel good while reading it? Does it give the 61 00:04:41.879 --> 00:04:45.519 best answers and is it sprinkled with flavor? And so how those things fit 62 00:04:45.600 --> 00:04:48.199 into the fun acronym I would say, or sorry, the fire acronym I 63 00:04:48.279 --> 00:04:53.990 would say is for does it match the searchers intent? That's really about relevancy. 64 00:04:54.550 --> 00:04:58.750 Take a keyword like be to be podcasting Mac right and I look and 65 00:04:58.829 --> 00:05:02.149 see what currently ranks for that keyword and I and I don't see anyone saying, 66 00:05:02.189 --> 00:05:05.750 if you have a MAC computer, here's here's the stuff you need for 67 00:05:05.829 --> 00:05:10.860 a be Tob podcast. Well then nobody. That's ranking right now is is 68 00:05:10.939 --> 00:05:15.019 actually matching for what the searcher who type that in is actually looking for. 69 00:05:15.220 --> 00:05:17.259 And so that's ripe. That's like, okay, we can take that one, 70 00:05:17.500 --> 00:05:21.129 because all we got to do is write an article that directly addresses the 71 00:05:21.250 --> 00:05:26.050 need of the searcher. I would say, does the searcher feel good while 72 00:05:26.129 --> 00:05:29.129 reading it? I mean this kind of speaks to a couple of things. 73 00:05:29.370 --> 00:05:31.970 One, if it's fun, the searcher is going to feel good while they're 74 00:05:31.970 --> 00:05:35.759 reading it, but also if it's relevant, if it if they click on 75 00:05:35.839 --> 00:05:40.360 the blog and it actually does deliver what they were looking for and it gives 76 00:05:40.759 --> 00:05:45.360 the information that they're hoping for and it goes deep without being difficult to consume. 77 00:05:45.480 --> 00:05:47.680 So another one I have is, does it give the best answer, 78 00:05:48.120 --> 00:05:51.509 and that takes a lot of effort on our part at sweet fish. You 79 00:05:51.629 --> 00:05:56.790 know, we're pulling in contributors that we know have the best answers on certain 80 00:05:56.829 --> 00:06:00.910 things because we want to make sure that we're we're sourcing information is coming from 81 00:06:00.949 --> 00:06:03.660 the best sources that are out there on the Internet, and then we need 82 00:06:03.699 --> 00:06:08.500 to package that information. This is what I what I've got in parentzes here 83 00:06:08.579 --> 00:06:12.139 is we want to make sure that it gives the best answer while it still 84 00:06:12.339 --> 00:06:16.100 feels easy to consume and skimmable. So a good example like that for Seo 85 00:06:16.500 --> 00:06:20.850 would be a table that if the person that clicked on that article wants to, 86 00:06:21.370 --> 00:06:25.610 they can look at the different things in that table and go all these 87 00:06:25.649 --> 00:06:29.290 are some deep answers on all of these specific things, but also, if 88 00:06:29.329 --> 00:06:31.370 they want to, they can just skim right by that table. That's just 89 00:06:31.490 --> 00:06:34.759 one example. Yeah, I mean then is it sprinkled with flavor? Obviously 90 00:06:34.839 --> 00:06:40.279 this goes to the fun in our fire acronym, and the way that I 91 00:06:40.360 --> 00:06:44.920 think about that is with things like humor, gifts, pop culture references. 92 00:06:45.199 --> 00:06:50.949 I mean we have currently articles written that are ranking on metal testing and I 93 00:06:51.350 --> 00:06:56.829 would say one of the reasons why those articles feel good to read is because 94 00:06:56.949 --> 00:07:00.709 we have sprinkled them with flavor. I mean we've got references to what Konda 95 00:07:00.149 --> 00:07:05.300 and like marvel stuff, and it just it. There's a you don't go 96 00:07:05.459 --> 00:07:10.060 too long before you get a joke that will actually make you snicker as you're 97 00:07:10.060 --> 00:07:13.939 reading. Yeah, so, yeah, I love that. Kels. How 98 00:07:14.019 --> 00:07:17.370 do you use the fire acronym in the work you're doing, particularly as it 99 00:07:17.449 --> 00:07:23.889 relates to our writing team? We actually have broken down each word, I 100 00:07:24.009 --> 00:07:30.079 mean each letter in the fire acronym, into like a hundred other different ways 101 00:07:30.160 --> 00:07:33.160 that that can be translated. That's what I really enjoy, how versatile it 102 00:07:33.199 --> 00:07:35.560 is, because there are so many different things that we're going to be looking 103 00:07:35.560 --> 00:07:42.120 for depending on the industry that we're writing for. So within extensive you also 104 00:07:42.279 --> 00:07:44.949 making sure that something is consumable. Has a lot to do with how we 105 00:07:45.110 --> 00:07:49.269 structure our blog posts. There are a lot of different ways that our writers 106 00:07:49.310 --> 00:07:54.389 will strategically keep something consumable will still be able to go incredibly in death on 107 00:07:54.470 --> 00:08:01.180 a topic and making sure that we are meeting each of our clients briefs as 108 00:08:01.180 --> 00:08:03.540 far as like, how do we want to talk about the guests. How 109 00:08:03.579 --> 00:08:05.379 do we want? You know, what are some things we want to make 110 00:08:05.420 --> 00:08:09.699 sure that we're touching on, making sure that we like thoroughly cover the thing 111 00:08:09.579 --> 00:08:15.209 backwards and forwards, but also that it's not so overly, just so so 112 00:08:15.889 --> 00:08:20.290 much information that it becomes overwhelming because as informative as that is, it's not 113 00:08:20.410 --> 00:08:22.850 going to be something that you engage with. So I can be something you 114 00:08:22.930 --> 00:08:26.370 can really stick with. So we do, as Timmy was saying, we 115 00:08:26.410 --> 00:08:30.800 do have a way of kind of sprinkling and some flavor to make something that 116 00:08:31.240 --> 00:08:35.240 has potentially super dry still be something that you can consume gain a lot of 117 00:08:35.639 --> 00:08:41.399 information from that goes beyond like what you would typically just be looking for in 118 00:08:41.509 --> 00:08:46.269 like a top ten blog post. Yeah. So actually, before I get 119 00:08:46.269 --> 00:08:48.429 to you, Dan, I'll speak to the fire acronym as it relates to 120 00:08:48.549 --> 00:08:52.590 a lot of the micro videos that we've been putting out on Linkin. To 121 00:08:52.789 --> 00:09:00.500 me, something is actionable when it tells you to start doing something or to 122 00:09:00.740 --> 00:09:05.500 stop doing something. And so when I unpack fire and I look at okay, 123 00:09:05.620 --> 00:09:11.049 fun, informative, relevant and extensive, the I are part of it. 124 00:09:11.210 --> 00:09:16.769 The informative and the relevancy to me comes down to, has this actually 125 00:09:16.929 --> 00:09:20.330 told me to do something actionable, like, is there something that I can 126 00:09:20.490 --> 00:09:24.399 walk away with from this micro video? I guess it could apply to anything 127 00:09:24.480 --> 00:09:28.879 really, to a blog post, to text only status that we see on 128 00:09:30.000 --> 00:09:33.720 Linkedin. Does this actually move me forward? Does it help me start doing 129 00:09:35.120 --> 00:09:39.470 something, or does it help remind me that I should stop doing something that 130 00:09:39.590 --> 00:09:43.070 I'm currently doing? And one of the ways that we integrate this into our 131 00:09:43.149 --> 00:09:48.029 own process we just straight up ask those questions and this is something that we 132 00:09:48.190 --> 00:09:54.379 hope a lot of our customers will ask their guests as well. It is 133 00:09:54.460 --> 00:09:58.620 something as simple as you know what is what is something that people in this 134 00:09:58.620 --> 00:10:03.740 space, whatever space you're in, whether it's manufacturing, like you alluded to 135 00:10:03.860 --> 00:10:09.610 earlier to me, or healthcare or regress ass whatever? What is something that 136 00:10:09.730 --> 00:10:13.809 people in your space should start doing that they're not already doing? And that 137 00:10:13.889 --> 00:10:18.049 alone is going to give you some great content when your guests response to that 138 00:10:18.129 --> 00:10:20.919 question. And then the second question is what should people in the space stop 139 00:10:22.159 --> 00:10:26.720 doing that they are probably doing right now, and again, that's that's going 140 00:10:26.840 --> 00:10:33.320 to allow your guests to give you a differentiated perspective. We actually call some 141 00:10:33.440 --> 00:10:39.110 of these questions, Pov discovery questions, because we think that the point of 142 00:10:39.190 --> 00:10:45.389 view of your guests matters, and for so. I mean we've only recently 143 00:10:45.710 --> 00:10:50.779 started to develop the POV discovery process, but it is, it has been 144 00:10:50.980 --> 00:10:58.539 so helpful for us to extract really quality information out of our guests because we're 145 00:10:58.539 --> 00:11:01.940 asking it in such a way that says, Hey, don't tell us what 146 00:11:01.980 --> 00:11:07.289 all of your peers are already saying. Don't tell us that we need to 147 00:11:07.370 --> 00:11:11.090 be more human than our marketing. We already know that, like everyone in 148 00:11:11.129 --> 00:11:15.809 their mom is telling us that sales and marketing needs to be aligned and they 149 00:11:15.850 --> 00:11:20.200 need to be best friends. We already know that. What something that that 150 00:11:20.320 --> 00:11:26.879 people believe in this space that you passionately disagree with? That's going to give 151 00:11:26.879 --> 00:11:33.750 us a unique perspective that is differentiated and actually helps people reframe kind of how 152 00:11:33.789 --> 00:11:37.750 they're how they're thinking, and I think that's that's what we're trying to go 153 00:11:37.909 --> 00:11:41.669 for, not just in our microvideos but in all of the content that we're 154 00:11:41.990 --> 00:11:46.990 creating here. Then, do you have any other thoughts around this four part 155 00:11:46.070 --> 00:11:54.059 framework for how we measure quality? Sure, I think some parts are expendable, 156 00:11:54.220 --> 00:11:56.820 like if you don't hit them. It's not as good as it could 157 00:11:56.820 --> 00:11:58.340 have been, but it's okay. So the parts that are actually the most 158 00:11:58.340 --> 00:12:03.289 important are they informative and relevant. It has to be something that empowers them 159 00:12:03.330 --> 00:12:07.809 to do something they couldn't do yesterday, because we're we're immediate company, but 160 00:12:07.850 --> 00:12:09.850 we're kind of an educational media company. That is our chief aim. is 161 00:12:09.929 --> 00:12:13.730 to educate people. Is Really do empower people. But it's not just enough 162 00:12:13.730 --> 00:12:16.799 to empower people, because we could empower people to do things they don't care 163 00:12:16.840 --> 00:12:22.320 about or is not relevant to them. So relevancy is the key thing, 164 00:12:22.360 --> 00:12:26.240 and we could be relevant and not actually teach them anything or just repeat what 165 00:12:26.360 --> 00:12:30.029 other people are saying right, which isn't really helpful at all. So trying 166 00:12:30.070 --> 00:12:33.669 to inform them and make it relevant is by far like if we could do 167 00:12:33.789 --> 00:12:37.070 one thing, that's it. Next I would add extensive and then lay on 168 00:12:37.190 --> 00:12:41.389 top of that I would layer fun. So that's kind of like the order. 169 00:12:41.389 --> 00:12:46.220 Is it relatant? So I guess I would start with relevance, informative. 170 00:12:46.860 --> 00:12:48.700 So you have to find out what's relevant to them, write something that 171 00:12:48.940 --> 00:12:54.379 empowers them to do something new, add on top of that making it extensive 172 00:12:54.500 --> 00:12:58.299 and then add on top of that still fun funds kind of like the last 173 00:12:58.379 --> 00:13:01.490 layer and honestly, is kind of like the secret ingredient, because hardly anybody 174 00:13:01.730 --> 00:13:05.610 in BEDB's making their content find but something you were saying just right before we 175 00:13:05.690 --> 00:13:11.889 hit record, Dan, that you hear so many people complaining about how you 176 00:13:11.009 --> 00:13:15.360 know. Why are you trying to learn stuff from Google? You need to 177 00:13:15.679 --> 00:13:18.240 you need to find other sources and do you. That's super exciting to you 178 00:13:18.399 --> 00:13:26.600 because that means that there's all of this open opportunity with commodity content that's boring 179 00:13:26.639 --> 00:13:31.750 as hell and note like nobody wants to consume it because it's just some agency 180 00:13:31.909 --> 00:13:35.350 working for some company that's trying to get them ranked on the first page for 181 00:13:35.470 --> 00:13:41.460 specific keyword. But the content actually sucks because it wasn't written from from somebody's 182 00:13:41.460 --> 00:13:46.220 perspective that's in the industry that knows it. It was written by some content 183 00:13:46.419 --> 00:13:50.620 writer at an agency that doesn't really know much about the space. But they 184 00:13:50.980 --> 00:13:54.940 identified the keyword and they're like hey, this is going to be easy to 185 00:13:54.259 --> 00:13:58.009 out rank if we just write a longer article. But it's just a longer 186 00:13:58.450 --> 00:14:03.210 article of commodity content. Can you elaborate on that a little bit. So 187 00:14:03.330 --> 00:14:07.730 where we're hearing that the most is on Linkedin, because Linkedin's hot right now, 188 00:14:07.929 --> 00:14:09.879 like there's some good content floating around on linked and and people are just 189 00:14:11.559 --> 00:14:13.799 like hating on, hating on the content on Google. Of course there's good 190 00:14:13.840 --> 00:14:18.960 content on Google, but the reason why they're hating on it is because oftentimes 191 00:14:18.000 --> 00:14:22.000 people are just writing informative content. Google's going to make sure that it's relevant, 192 00:14:22.039 --> 00:14:26.190 right. That's Google's job is to bring the most informative and relevant but 193 00:14:26.309 --> 00:14:31.470 what they're not doing so often is making it extensive. So they're usually missing 194 00:14:31.549 --> 00:14:33.190 on that. If they're not, if they're hit that, then they're not. 195 00:14:33.590 --> 00:14:37.950 It's they're not making it really fun. And when I say extensive, 196 00:14:37.190 --> 00:14:39.820 like here's a good example. That are you want to run into a lot, 197 00:14:41.299 --> 00:14:43.059 which applies to a lot of industries, but I use something really specific. 198 00:14:43.580 --> 00:14:46.820 For example, if you write a blog, if you go in search 199 00:14:46.899 --> 00:14:50.700 for like tips on marathon training and you run into an article that says tip 200 00:14:50.779 --> 00:14:56.850 number one, drink water, how helpful is that like? What is like? 201 00:14:56.009 --> 00:15:00.169 Of course it would a drink water. I'm running twenty six point two 202 00:15:00.210 --> 00:15:05.809 miles. Drink water. That's your best idea, like, but so many 203 00:15:05.809 --> 00:15:07.919 blog posts are like that, right. They're like, Oh, do this, 204 00:15:09.120 --> 00:15:11.120 you're like yeah, if I'd sat down for like ten seconds and thought 205 00:15:11.120 --> 00:15:13.759 of maybe ways to do this, I would have thought of that. Okay, 206 00:15:15.200 --> 00:15:18.399 can we get past that? How much water? How often should I 207 00:15:18.440 --> 00:15:22.549 add anything to the water? Should I? Should I drink a certain amount 208 00:15:22.549 --> 00:15:26.350 of water before, just before racing? How about the night before? What? 209 00:15:26.669 --> 00:15:28.269 What kind of water? Like, how am I supposed to do this? 210 00:15:28.389 --> 00:15:31.629 Get into the specifics, like go a little deeper than like the first 211 00:15:31.669 --> 00:15:35.740 obvious answer. That would be an example of extensive. Yeah, and then 212 00:15:35.980 --> 00:15:37.940 fun, like fun, is that get to be the thing that really offsets 213 00:15:37.980 --> 00:15:43.980 content, because it's hardly it's rarely done. Most contents dry. It's just 214 00:15:43.379 --> 00:15:46.580 you just kind of scan get the little tidbit that you needed move on. 215 00:15:48.259 --> 00:15:50.690 But if you can make it fun, they're going to stick around a little 216 00:15:50.690 --> 00:15:52.090 longer. If you make it fun, they're going to be more likely to 217 00:15:52.169 --> 00:15:56.690 see what else you have going on on the website. You know, as 218 00:15:56.730 --> 00:16:00.690 you're talking Dan, and you know, the thing that I think about obviously, 219 00:16:00.529 --> 00:16:04.000 big picture, a sweet fish. We're trying to create the most helpful 220 00:16:04.120 --> 00:16:07.519 content on the Internet for every job, function and industry on the planet. 221 00:16:08.240 --> 00:16:15.320 Very grandiose mission vision. We're becoming a media company. We're trying to we're 222 00:16:15.360 --> 00:16:18.360 trying to educate a million people every single day. We're trying to do a 223 00:16:18.440 --> 00:16:22.149 lot of big things. But I think that word helpful is is the thing 224 00:16:22.230 --> 00:16:27.269 that I keep coming back to and we've gone back to informative and relevant. 225 00:16:27.350 --> 00:16:33.539 But I think the way that fun interacts with that is it can be the 226 00:16:33.700 --> 00:16:38.980 most helpful piece of content on the Internet, but if it is dry and 227 00:16:40.179 --> 00:16:45.059 boring and doesn't engage someone's heart, then they're not going to consume it. 228 00:16:45.220 --> 00:16:51.730 So it's not actually going to help them. And so I think the writing 229 00:16:51.850 --> 00:16:56.129 your content with empathy, knowing that I could share a bunch of data and 230 00:16:56.210 --> 00:17:00.519 a bunch of facts and figures, but in less I inject something in it 231 00:17:00.679 --> 00:17:04.880 that is actually going to make it refreshing and fun for them to consume, 232 00:17:06.400 --> 00:17:10.519 it's not going to help them anyway. Kels, do you have any any 233 00:17:10.640 --> 00:17:15.150 closing thoughts as we as we wind down this episode on our four part quality 234 00:17:15.190 --> 00:17:18.670 framework? Yeah, I think, just as you're talking, James, I 235 00:17:18.750 --> 00:17:22.349 think I think as fun really as the key ingredient. But I don't think 236 00:17:22.349 --> 00:17:26.029 you can really have something that's fun unless you're speaking with confidence. So I 237 00:17:26.109 --> 00:17:32.019 think confidence is so key whenever it comes to just being able, because it's 238 00:17:32.019 --> 00:17:34.619 risky to make a joke, gets risky to kind of make something light and 239 00:17:34.700 --> 00:17:37.220 I think a lot of time, as we spend so much time trying to 240 00:17:37.339 --> 00:17:41.019 sound like the ultimate authority in a certain field, but we really miss an 241 00:17:41.059 --> 00:17:48.049 opportunity to have fun with it. And so there's there's an aspect of riskiness 242 00:17:48.130 --> 00:17:49.609 involved. But Man, when you can nail it, when you can actually 243 00:17:49.690 --> 00:17:53.210 do something that lands, that's fun, that's funny, that you know lightened 244 00:17:53.250 --> 00:17:56.529 something up a little bit, just adding that little bit of texture and there 245 00:17:56.569 --> 00:18:03.160 really does help kind of give more authority and it helps build confidence in just 246 00:18:03.319 --> 00:18:06.720 to that voice in the space. Yeah, and we are, our writing 247 00:18:06.799 --> 00:18:11.910 team. Just thinking, thinking about emily and Tim and Don. I mean 248 00:18:11.950 --> 00:18:19.349 they do a phenomenal job of injecting humor into the content that we create without 249 00:18:19.589 --> 00:18:26.980 sacrificing the authority and the the the informative pieces of the content. And they 250 00:18:27.299 --> 00:18:32.900 they do some of those things by like the setup paragraph, like using the 251 00:18:33.140 --> 00:18:40.539 opening paragraph into an idea to maybe give a funny analogy before they actually drop. 252 00:18:40.980 --> 00:18:44.250 You know, the the quality that the guests just shared, and so 253 00:18:44.410 --> 00:18:47.289 I they're definitely wats to do it. I'm so glad you brought that up, 254 00:18:47.289 --> 00:18:51.089 Kelsey, because that is a fear like that's why people don't want to 255 00:18:51.210 --> 00:18:56.880 be fun, is because they're afraid that it's going to sacrifice the authority that 256 00:18:56.000 --> 00:19:00.880 comes with what they're saying. But in all actuality, I think it's actually 257 00:19:00.920 --> 00:19:03.400 going to get more attention. Your Authority is going to get more attention if 258 00:19:03.440 --> 00:19:07.160 you wrap it in something that is much more consumable. Timmy, do you 259 00:19:07.200 --> 00:19:11.509 have any closing thoughts on the fire acronym and and this for part framework for 260 00:19:11.549 --> 00:19:15.069 quality that we use? The only thing that I would pick piggyback off of 261 00:19:15.630 --> 00:19:19.789 is what Kelsey was saying about confidence and taking risks. I think personally as 262 00:19:19.829 --> 00:19:25.900 a writer, my writing got better when everyone at sweet fish started the push 263 00:19:25.980 --> 00:19:29.940 of hey, as writers, we need to be taking risks and and it 264 00:19:30.059 --> 00:19:33.619 was like, if some of your jokes don't land, it is better that 265 00:19:33.859 --> 00:19:37.650 you are out there taking risks to make jokes that don't land or just interesting 266 00:19:37.769 --> 00:19:42.650 ways of wording things that maybe won't land. And then over all the writing 267 00:19:44.049 --> 00:19:45.690 gets better. Yeah, I don't know, I don't know. That's the 268 00:19:45.769 --> 00:19:51.450 part that I latched onto. Yeah, no, I cook or something right 269 00:19:51.529 --> 00:19:52.920 and you like you try a bunch of different things. You kind of figure 270 00:19:52.920 --> 00:19:56.319 out what works and what doesn't work. It takes some time to really really 271 00:19:56.319 --> 00:20:00.880 nail a voice down, but adding in that, adding in that humor and 272 00:20:00.000 --> 00:20:04.000 taking those risks just it helps like prepare you for the one that works. 273 00:20:04.039 --> 00:20:10.509 Yeah, yeah, I'm really excited to release this episode. Obviously we are 274 00:20:10.549 --> 00:20:14.990 in the business of quality content. If we're not putting out quality content, 275 00:20:15.230 --> 00:20:18.829 then we get you know, we get very few new customers because most all 276 00:20:18.869 --> 00:20:22.019 of our customers right now find us through inbound through listening to this podcast, 277 00:20:22.099 --> 00:20:26.099 through finding content that we've written on the Internet. And then if our clients 278 00:20:26.140 --> 00:20:33.460 aren't creating helpful content and and informative content, relevant content, fun content, 279 00:20:33.539 --> 00:20:37.049 extensive content, then they're probably not going to want to work with US anymore. 280 00:20:37.450 --> 00:20:41.569 But but we we wanted to document this because I don't think we've talked 281 00:20:41.650 --> 00:20:45.730 much publicly about this four part framework and I honestly think it could help any 282 00:20:45.849 --> 00:20:49.400 company, regardless of what industry you're in. Think through. How do we 283 00:20:49.440 --> 00:20:55.400 actually measure the quality of the content that we're creating? And just going back 284 00:20:55.440 --> 00:20:59.079 to that fire acronym again, we measure it. Is it fun? Is 285 00:20:59.119 --> 00:21:03.549 it informative, is it relevant and is it extensive? We hope this episode 286 00:21:04.309 --> 00:21:10.390 has been all of those things for all of you listening to this and if 287 00:21:10.430 --> 00:21:11.789 you have any questions at all, know that you can reach out to any 288 00:21:11.829 --> 00:21:15.910 of us. Kelsey Montgomery, or creative director. She's on Linkedin. Dan 289 00:21:17.109 --> 00:21:22.220 Sanchez, our director of audience growth, again on Linkedin, all over linkedin. 290 00:21:22.420 --> 00:21:26.059 Timmy Bauer, I think he's actually Timothy Bauer, on Linkedin. She 291 00:21:26.140 --> 00:21:27.980 can find him there. He's a content strategist on our team, and I 292 00:21:29.059 --> 00:21:32.500 am obviously James Carberry, founder of suet fish media. You'll find me all 293 00:21:32.539 --> 00:21:34.849 over linkedin as well. Thank you so much for listening to this. We 294 00:21:36.049 --> 00:21:45.250 love you people a ton. Are you on Linkedin? That's a stupid question. 295 00:21:45.609 --> 00:21:48.480 Of course you're on Linkedin. Here's so we fish. We've gone all 296 00:21:48.680 --> 00:21:52.759 in on the platform. Multiple people from our team are creating content there. 297 00:21:52.160 --> 00:21:56.920 Sometimes it's a funny gift for me, other times it's a micro video or 298 00:21:56.960 --> 00:22:00.509 a slide deck and sometimes it's just a regular old status update that shares their 299 00:22:00.589 --> 00:22:06.750 unique point of view on BB marketing leadership or their job function. We're posting 300 00:22:06.829 --> 00:22:11.109 this content through their personal profile, not our company page, and it would 301 00:22:11.109 --> 00:22:15.900 warm my heart and soul if you connected with each of our evangelists. will 302 00:22:15.940 --> 00:22:18.500 be adding more down the road, but for now you should connect with bill 303 00:22:18.619 --> 00:22:23.500 read, our COO, Kelsey Montgomery, our creative director, Dan Sanchez, 304 00:22:23.579 --> 00:22:27.819 our director of audience growth, Logan Lyles are director of partnerships, and me, 305 00:22:29.220 --> 00:22:32.690 James Carberry. We are having a whole lot of fun on Linkedin pretty 306 00:22:32.690 --> 00:22:34.329 much every single day and we'd love for you to be a part of it. 307 -->