February 18, 2025 • 22 mins
Picture this—you’ve got an amazing product or service, but you’re struggling to attract the right audience. You post on social media here and there, maybe you’ve sent a few emails, but nothing seems to move the needle. The truth is, your audience won’t find you unless you give them a reason to—and that’s where content marketing comes in.
Today, we’re diving into the power of content marketing and how you can leverage blog posts, videos, and more to drive traffic, build trust, and convert visitors into paying customers. Whether you’re an eCommerce business owner, a course creator, or a coach, this episode will give you actionable strategies to make content marketing work for you!
Mentioned Resources
Creating Content with AI
-> EP 061: How to Write a Blog with AI in Minutes Versus Hours Using AI
-> EP 086: How to Transform your Productivity & Creativity with AI
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Carrie Saunders (00:01):
So I know most, if not all, of you out there
have an amazing product orservice.
You've been really workingreally hard on your business,
whether it's brand new or you'vebeen established for a while.
But we all struggle many timesto attract the right audience.
You've posted on social mediahere and there.
Probably.
(00:21):
You probably sent emails, maybeeven regularly, but nothing
quite seems to move the needleas fast as you'd like.
But the truth is, your audiencewon't find you unless you give
them a reason to, and that'swhere content marketing comes in
.
Today we're diving into thepower of content marketing and
how you can leverage blog posts,videos and more to drive
(00:43):
traffic, build trust and convertvisitors into paying customers.
So, whether you're ane-commerce business owner, a
course creator or a coach, thisepisode will give you some
actionable strategies to makecontent marketing work for you.
Welcome to the e-commerce madeeasy podcast.
I'm your host, k Saunders.
(01:04):
When we started this business,all I had was a couch, a laptop
and a nine-month-old.
My main goal To help others.
Now, with over 20 years in thee-commerce building industry,
and even more than that in webdevelopment, I have seen a lot.
I love breaking down the hardtech into easily understandable
bits to help others besuccessful in their online
business.
Whether you're a seasonede-commerce veteran or just
(01:25):
starting out, you've come to theright place, so sit back, relax
and let's dive into the worldof e-commerce together.
So welcome back to the show.
Before we break down thedifferent types of content, I
wanna talk about why contentmarketing is a must-have for any
online business, and I wannahelp make it accessible to you
(01:46):
as well, if you're not alreadydoing this, or help you level it
up.
If you are doing some contentmarketing already, it is your
digital salesperson.
So think of content marketingas your digital salesperson.
It isn't something where you'rejust creating something and
hoping it sticks.
We want to create highlyleveraged assets that help bring
in customers regularly.
(02:08):
It is always working, even whenyou're not.
Whether it's a blog post, aYouTube video or a podcast
episode, high quality contentcan attract your ideal customers
without you even working.
They find your content.
Your customers find yourcontent when searching for
answers.
So when you build your blogposts, your YouTube videos or
(02:30):
your podcast in a way that, whenthey're searching, they find
your element, the thing that youcreated as an answer to their
solution, it helps attract themto your website and to your
services.
Content marketing also helpsbuild trust and credibility.
Consistently providing valuemakes people more likely to buy
(02:51):
from you.
And also think of this.
When you go to a person'swebsite, say, you see the word
blog up there, you're probablygoing to be curious and click on
it, especially if you'reinterested in their services,
especially if you're interestedin their services.
But what happens if you see thelast blog date of being six
months ago or more?
You're probably not going totrust that person as much
(03:13):
because you feel like, well, ifthey don't care to put new
content on their website, willthey even care when I'm working
with them?
So if you have a blog, I highlyrecommend you're posting at
least once a month on it, andwe've talked about this several
times on the podcast episode.
Same goes for YouTube videos.
You know, if you have started aYouTube channel, you have it
prominently displayed on yourwebsite.
(03:35):
We want to make sure that youare putting in a new content.
Potentially, once a month isfine.
Maybe more often might be moreappropriate, depending upon your
area of expertise and what you,who you're trying to attract.
But having that regular contentbuilds trust and authority.
It shows that you care and youwant to give back to society as
(03:56):
well as it shows you're activein your business.
It also helps improve searchengine optimization and drive
traffic to your website.
The more quality content youhave, the more the drive traffic
to your website.
The more quality content youhave, the more the search
engines recommend your website.
It's similar to that visitorthat comes to your website If
they don't see any new contentfor a long time, they're going
(04:16):
to think your website's staleand unimportant.
And Google, bing and the majorsearch engines also see that as
well.
So if they're not seeingregular updates to your content
new content too they're going tostart ranking not as high as
they did before.
It also helps increaseconversions.
People buy from people theytrust.
(04:39):
So when they see this contentand they see that it's
trustworthy, it's helpful, it'sregular, looks like you care, it
really builds that trust factorin your potential clients.
So that can also really helpyou sell more on your website.
So I want to now go into thedifferent content formats that
we could do, because everybody'sa little bit different on what
(05:03):
format they're comfortableproducing in.
You know you might be morecomfortable writing a blog post.
You might be more comfortabledoing a podcast like this, you
could be one that would be evenmore comfortable being in front
of a camera and doing a YouTubevideo.
So we want to look at some ofthe different types of ways you
can produce content so that youcan find the one that works for
you.
And then we're also going to betalking about now what.
(05:25):
Maybe you want to repurpose it,maybe you want to expand it
elsewhere too, so we'll talkabout that too.
So blogging is one of thefoundation, core elements of
content strategy.
It can be the thing that you doand it can be perfectly fine.
So if you're great at blogging,if you're great at writing, and
even if you feel like you'remediocre, I encourage you to try
(05:46):
blogging, because the more youpractice, the better you're
going to get.
Just like you know, when Istarted this podcast, I felt a
bit awkward at first, of courseright Because I hadn't really
done.
I had never done podcasting.
I'd done plenty of lives onFacebook, but I'd never done
podcasting.
So the more you practice on it,the better you get.
So even if you feel like you'reonly mediocre at blogging, even
(06:08):
if you feel like you have somegood ideas, then go ahead and do
it, because I bet you are goingto get better and better the
more you do it.
And we also have a greatepisode on how to have AI help
you write that content,especially if you're like me,
where you have these creativeideas but you get stuck fleshing
out like, say, the outline orsomething, and AI is great at
(06:29):
creating that outline for youthat you can then speak to and
write to.
So it is a great way to driveconsistent content your website
because it is living on yourwebsite.
That's the one great thingabout blogging is it lives on
your website.
So when you're creating a blog,there's a few things you want to
keep in mind.
You want to make sure thatyou're trying to solve a problem
for your client.
So what is your audienceactively seeking out?
(06:52):
What are they searching for?
Think about some FAQs.
You might put up how-tos andguides.
Think about the subjects youmight write around that and then
start writing blog articlesthat are a bit deeper into those
subjects and that can drawpeople in.
And then I want to make sureyou're using keywords wisely.
So when you're creating theseblog posts, think of one main
(07:14):
topic.
It's kind of like you'rewriting to your English teacher
in school One main topic perblog post and that one main
topic should have some keywordsin it that your audience would
be searching for when they'researching on the internet.
So make sure you sprinkle thosethroughout your blog post
appropriately, and we have someother episodes on search engine
(07:35):
optimization that can help youfill that out and get a little
bit more detail there.
Also, we want to make itscannable.
A lot of people actually mostpeople, the majority, pretty
much all people out there willnot read an article on the
internet unless it draws intheir attention first, and
that's what I mean by scannable.
We want to have those reallycompelling headlines and you
(07:58):
want to break up your blogarticle with several headlines
and have them be compelling todraw that reader in, make them
want to actually read theparagraphs that are underneath
those headlines.
So first we need to make itscannable to draw them in and
then they can observe your greatcontent that you've created.
You also want to include a callto action.
(08:19):
So what should they do next?
They get your great article andthey're like, wow, this is
really great.
This is something I see peopleforget to do.
At the bottom of your blog, atminimum, make sure you have a
call to action.
Do you want them to subscribeto your newsletter to get more
of this great content?
Do you want them to buy aproduct or service?
Download something?
Make sure you have one clearcall to action in each blog post
(08:42):
.
Also, in your blog post, wewant to make sure that you are
making about the audience andnot you.
So make sure you're notfocusing on you and that you're
focusing on helping youraudience.
So that's one really great keythat helps build that trust.
And then we'll talk aboutrepurposing.
But we can totally repurposeblogs, especially in the emails,
(09:05):
social media posts and also inthe videos too.
So if you're not alreadycreating regular content, I want
to encourage you to pick one ofthese that we're talking about
today and then, once you'recomfortable with that, then
expand to repurposing it as well, and also make sure we're not
writing a bunch of fluff.
It's always quality overquantity Every time.
(09:26):
You can have a great short blogpost article that, hands down,
does much better than one that'sfive, 10 times its length.
So make sure it's quality overquantity every time.
And if you're stuck about whatto write about, use your
customers' questions as blogposts.
What do they usually ask you.
(09:47):
What are they asking you inemail, what are they asking you
in Messenger or on sales calls?
Turn those into content.
That's a great way to draw moreof those people who are already
reaching out to you in needingyour products or your services.
(10:09):
So then, the next topic we'regoing to talk about is video
content.
It is one of the great ways toreally create that regular
content out there for yourpotential audience, and it can
be a really fast track toengagement.
The reason being is that videosgenerate 1200% more shares more
, you know, shares across socialmedia and all the things than
text and images combined.
(10:29):
So think about that.
If you're capable and braveenough to create video and I
know some people a little afraidof it, but, like I said,
practice makes perfect you aregoing to be able to get a lot
more widespread shares thanother people.
So whether you're on YouTube,instagram or TikTok if it's
(10:49):
still around that's been a bitup in the air so lately Video is
the most engaging form ofcontent.
We're consuming it a lotanymore.
So if you are able and, youknow, willing to put forth the
effort to really create videocontent, it can be a really
great idea for your business.
So there's some ideas that youcan do for video, and one of
(11:12):
them is behind the scenes.
A lot of customers are reallyinterested in what happens
behind the scenes.
Show your process, yourworkspace or your team.
Customers want or buy fromhumans.
They don't buy from businesses.
So when they can relate to youbecause they see your behind the
scenes work, that can reallyhelp them build that trust in
(11:32):
you.
Also, how-to tutorials aregreat.
Teach something valuable aboutyour industry or what you're
serving or your products.
It's really great to just drawthat in, that there's people in,
because a lot of people aresearching for how-to blank.
So whatever you're selling andserving, you can put that how-to
(11:55):
whatever it is in your subjectmatter in the title for your
video.
So it's a great way to getnatural searches to you.
Customer testimonials is anotherthing you can do for videos.
Nothing builds trust like areal customer story.
So having videos on it and evenbetter if you can have a video
interview or have your customerdo their own video that makes it
(12:19):
even more trustworthy.
So customer testimonials are agreat video resource for you.
Also, live Q&As Engagingdirectly with your audience and
answering their questions liveon video really shows that you
care.
So there's a really greatoption for video that you might
not think about and I actuallyhadn't really even thought about
it much until I started writingthis podcast episode.
(12:41):
But live Q&As are a great wayto really just engage their
audience and encourage morequestions and more feedback and
that's going to actually createa snowball effect and you'll
learn even more about yourpotential clients out there than
you had before.
So some things we want to makesure we're doing when we are
doing videos is we want to keepit short and valuable.
(13:03):
A great video can be less thanfive minutes.
It could be less than a minutetoo.
A great video could be 20minutes.
It could be 40 minutes.
It really just depends on thesubject.
It could be 20 minutes, itcould be 40 minutes it really
just depends on the subject.
But you want to have it asshort as possible for what
you're trying to do.
So we don't want to just keeptalking for no reason in your
video and keep it going forlonger, because long videos
(13:27):
you're just going to bore themand they're going to leave and
jump off the video.
So make sure it's concise andas long as it needs to be, but
again, it could be 40 minutes ifthat's what you really need to
show or demonstrate what you'retrying to show or demonstrate,
so don't feel like it can't belonger either.
Just want to make sure youunderstand, not to make it long,
just to make it long.
(13:48):
Also, adding captions is a must.
I know, especially for me, manytimes I'm not watching video
with the sound on, and a lot ofother people also don't watch
video with the sound on, and italso helps to make it more
accessible to all people.
So making sure that we areadding captions or using
something that can put captionson it for us is definitely a
(14:10):
must.
And then I want to make surethat you're using a strong hook.
The first few seconds must grabtheir attention.
That way, it keeps them hookedand keeps them wanting to watch
more.
And I want to make sure thatwhen you're creating videos,
don't aim for perfection.
Authenticity beats overlypolished content.
(14:31):
So make sure you are being you.
So be brave.
Don't worry about what othersthink.
It doesn't matter what you doon the internet.
There's going to be people thatcriticize you, no matter what.
You could be perfect, andyou're still going to get
criticized, because many times,people who criticize have
something that they're upsetabout in themselves, and that's
how they express it.
(14:52):
It just comes out and theycriticize other people.
So don't worry about beingcriticized, don't worry about
being perfect.
Just be authentically you, andthen make sure that you're doing
a call to action in your videotoo.
Tell them what to do next.
Make it really brief.
Don't make it super like longand chunky and clunky, you know.
(15:12):
Make it pretty brief, but tellvisitors what to do next.
They may love your content, butwe all are so decision fatigued
.
That little nudge of what to donext really helps their brain
take that next step, with themhaving to figure out okay, well,
what should I do next?
I like this person.
Now what?
Give them?
Tell them what to do, and alsodon't post without repurposing.
(15:35):
So this is kind of a key.
So turn those videos into blogposts, where I want to kind of
weave all this together.
You could turn your blog postsinto videos and then you could.
Or, if you start with a videoformat, you could turn those
videos into blog posts.
Why not repurpose it?
You could turn the videos intopodcast episodes and social
(15:56):
media clips.
It's really easy to take avideo anymore and create little
shorts for it, and you can postit on all the other social media
platforms as well.
So I want to challenge youtoday Can you record a 60 second
video introducing yourself andyour business and post it on
your favorite platform?
That's like my one littlechallenge for you today, as I
(16:17):
want you to pose create a 60second video, introduce yourself
and your business and post iton your favorite platform.
I want to see what it does foryou.
And then, finally, I want totalk about something we've
glanced on.
Some while we're going throughthis podcast episode is
repurposing your content.
Some, while we're going throughthis podcast episode is
repurposing your content.
(16:37):
We want to work smarter, notharder.
So, whether it's a and wedidn't dive too much into
podcast episodes and creatingthose on the show today but what
you know, you could pick.
You know.
Do you feel more comfortablecreating blog posts?
Do you feel more comfortabledoing a podcast episode?
Do you feel more comfortabledoing a video?
Pick which one you're mostcomfortable with, start with
(16:58):
that one and then exploreexpanding that one piece of
content into one of the otherforms.
So let's repurpose that content.
So one piece of content canturn into 10 or more pieces of
content.
So I want to help you stopcreating from scratch Every time
.
We want to be smart.
(17:20):
People consume content indifferent ways.
It's okay If your blog postsand your video are on the same
subject and you're sayingpractically the same thing in
both of them, because somepeople are video watchers, some
people are readers, so it's okay.
So take your blog posts.
You can turn for example's okay.
So take your blog posts, youcan turn.
For example, you can turn yourblog post into a LinkedIn
article.
You can take your blog post.
(17:41):
You can pull key tips out of itand put it on Instagram posts,
maybe put it on a pretty graphicthat matches your brand colors.
So, if you're writing blogposts, you can record a video
sharing the same information.
You can maybe even add a bitmore of a visual twist to it if
you'd like.
If you'd like to go that farwith it, it could be something
you'd work towards as well.
Let's say, when you're also oneof those bloggers, you can send
(18:04):
your blog post, or a snippet ofit, to your email newsletter,
teasing them and then having thelink back to your website to
read the rest of the article.
You can also take your blog postand break it into short form
videos.
You can create little shortform videos from your blog posts
.
Take a paragraph, a sentence ortwo.
You know, hopefully, yourparagraphs are short.
Let me mention that real quick.
(18:26):
Make sure your paragraphs arepretty short when we're writing
blog posts too, because peopledon't read a whole lot of words
at a time on the internet.
So you can take one of thoselittle paragraphs that's like
two or three sentences long andcreate a little short form video
and put it on social media.
So if you're already writingblog posts, I want to challenge
you to take your most popularblog post and turn it into a
(18:47):
video or a podcast episode andsee how.
See how that feels.
You don't have to publish it.
Don't get too pressured.
You don't have to publish it.
Don't get too pressured.
You don't have to publish it.
I do challenge you to publishit, but you wouldn't have to.
But practice that.
How does that feel?
Does it feel pretty good torepurpose that content and reuse
it and say, oh, this effortalready put in it's going to
extend farther.
(19:08):
I'm getting more bang for mybuck for this effort.
So I really challenge you to dosomething like that this week,
okay.
So final thoughts why contentmarketing matters.
What's the best part of contentmarketing?
It works long term and worksfor you when you're not working.
So a blog post from a year agocan still bring you traffic
today.
(19:28):
A YouTube video from years agocan generate new leads today.
So if you're not using contentmarketing yet, I would encourage
you to start small, like I saidin the beginning, pick one
format blogging, videos, socialmedia posts could be a podcast
too.
If you'd like more informationon that, make sure you reach out
with us.
(19:48):
Reach out to us.
We'll also link to our greatepisode with Crystal Prophet,
who is my podcast teacher, soyou can learn more about
podcasting if that's interestingto you.
And then I want to make surethat you're consistent.
So pick the format.
Pick how often.
I would recommend at minimumonce a month, but really, when
(20:09):
you're getting started, I wantto get you really in the habit
of it, so once a week would beeven better.
Be consistent.
Make it a non-negotiable.
When I started this podcast itwas not negotiable.
Every week I was going torelease an episode.
So make it.
You know, set yourself a goaland a deadline and a consistency
that your schedule, that you'regoing to stick to Make sure
(20:31):
it's reasonable.
You know I had to think, can Ido this podcast every week?
And I was like, yes, I amcommitted, I am going to do this
podcast episode every week.
So make sure you're doing that.
And remember content marketingisn't about selling all the time
.
It's about building therelationship, trust and
authority.
So if you do that, sales willnaturally follow.
(20:53):
So just remember that.
All right, so that's all wehave today for this week's
episode of the Ecommerce MadeEasy podcast.
I hope this is super helpfuland encouraging and will get you
on your way to creating ormaking your own content
marketing even better, or makingyour own content marketing even
better.
If you have any questions forus, be sure to drop us an email
at podcast at bcsengearingcom.
(21:16):
There's also a text carrybutton at the top of the show
notes in your favorite podcastapp, so feel free to click on
that.
It goes directly to me and youcan text me.
And if you have any otherquestions, feel free to reach
out and you can always find ourshow notes at
ecommercemadeeasypodcastcom.
And we will see you next week.
So I know most, if not all, of you out there
have an amazing product orservice.
You've been really workingreally hard on your business,
whether it's brand new or you'vebeen established for a while.
But we all struggle many timesto attract the right audience.
You've posted on social mediahere and there.
Probably.
(00:21):
You probably sent emails, maybeeven regularly, but nothing
quite seems to move the needleas fast as you'd like.
But the truth is, your audiencewon't find you unless you give
them a reason to, and that'swhere content marketing comes in
.
Today we're diving into thepower of content marketing and
how you can leverage blog posts,videos and more to drive
(00:43):
traffic, build trust and convertvisitors into paying customers.
So, whether you're ane-commerce business owner, a
course creator or a coach, thisepisode will give you some
actionable strategies to makecontent marketing work for you.
Welcome to the e-commerce madeeasy podcast.
I'm your host, k Saunders.
(01:04):
When we started this business,all I had was a couch, a laptop
and a nine-month-old.
My main goal To help others.
Now, with over 20 years in thee-commerce building industry,
and even more than that in webdevelopment, I have seen a lot.
I love breaking down the hardtech into easily understandable
bits to help others besuccessful in their online
business.
Whether you're a seasonede-commerce veteran or just
(01:25):
starting out, you've come to theright place, so sit back, relax
and let's dive into the worldof e-commerce together.
So welcome back to the show.
Before we break down thedifferent types of content, I
wanna talk about why contentmarketing is a must-have for any
online business, and I wannahelp make it accessible to you
(01:46):
as well, if you're not alreadydoing this, or help you level it
up.
If you are doing some contentmarketing already, it is your
digital salesperson.
So think of content marketingas your digital salesperson.
It isn't something where you'rejust creating something and
hoping it sticks.
We want to create highlyleveraged assets that help bring
in customers regularly.
(02:08):
It is always working, even whenyou're not.
Whether it's a blog post, aYouTube video or a podcast
episode, high quality contentcan attract your ideal customers
without you even working.
They find your content.
Your customers find yourcontent when searching for
answers.
So when you build your blogposts, your YouTube videos or
(02:30):
your podcast in a way that, whenthey're searching, they find
your element, the thing that youcreated as an answer to their
solution, it helps attract themto your website and to your
services.
Content marketing also helpsbuild trust and credibility.
Consistently providing valuemakes people more likely to buy
(02:51):
from you.
And also think of this.
When you go to a person'swebsite, say, you see the word
blog up there, you're probablygoing to be curious and click on
it, especially if you'reinterested in their services,
especially if you're interestedin their services.
But what happens if you see thelast blog date of being six
months ago or more?
You're probably not going totrust that person as much
(03:13):
because you feel like, well, ifthey don't care to put new
content on their website, willthey even care when I'm working
with them?
So if you have a blog, I highlyrecommend you're posting at
least once a month on it, andwe've talked about this several
times on the podcast episode.
Same goes for YouTube videos.
You know, if you have started aYouTube channel, you have it
prominently displayed on yourwebsite.
(03:35):
We want to make sure that youare putting in a new content.
Potentially, once a month isfine.
Maybe more often might be moreappropriate, depending upon your
area of expertise and what you,who you're trying to attract.
But having that regular contentbuilds trust and authority.
It shows that you care and youwant to give back to society as
(03:56):
well as it shows you're activein your business.
It also helps improve searchengine optimization and drive
traffic to your website.
The more quality content youhave, the more the drive traffic
to your website.
The more quality content youhave, the more the search
engines recommend your website.
It's similar to that visitorthat comes to your website If
they don't see any new contentfor a long time, they're going
(04:16):
to think your website's staleand unimportant.
And Google, bing and the majorsearch engines also see that as
well.
So if they're not seeingregular updates to your content
new content too they're going tostart ranking not as high as
they did before.
It also helps increaseconversions.
People buy from people theytrust.
(04:39):
So when they see this contentand they see that it's
trustworthy, it's helpful, it'sregular, looks like you care, it
really builds that trust factorin your potential clients.
So that can also really helpyou sell more on your website.
So I want to now go into thedifferent content formats that
we could do, because everybody'sa little bit different on what
(05:03):
format they're comfortableproducing in.
You know you might be morecomfortable writing a blog post.
You might be more comfortabledoing a podcast like this, you
could be one that would be evenmore comfortable being in front
of a camera and doing a YouTubevideo.
So we want to look at some ofthe different types of ways you
can produce content so that youcan find the one that works for
you.
And then we're also going to betalking about now what.
(05:25):
Maybe you want to repurpose it,maybe you want to expand it
elsewhere too, so we'll talkabout that too.
So blogging is one of thefoundation, core elements of
content strategy.
It can be the thing that you doand it can be perfectly fine.
So if you're great at blogging,if you're great at writing, and
even if you feel like you'remediocre, I encourage you to try
(05:46):
blogging, because the more youpractice, the better you're
going to get.
Just like you know, when Istarted this podcast, I felt a
bit awkward at first, of courseright Because I hadn't really
done.
I had never done podcasting.
I'd done plenty of lives onFacebook, but I'd never done
podcasting.
So the more you practice on it,the better you get.
So even if you feel like you'reonly mediocre at blogging, even
(06:08):
if you feel like you have somegood ideas, then go ahead and do
it, because I bet you are goingto get better and better the
more you do it.
And we also have a greatepisode on how to have AI help
you write that content,especially if you're like me,
where you have these creativeideas but you get stuck fleshing
out like, say, the outline orsomething, and AI is great at
(06:29):
creating that outline for youthat you can then speak to and
write to.
So it is a great way to driveconsistent content your website
because it is living on yourwebsite.
That's the one great thingabout blogging is it lives on
your website.
So when you're creating a blog,there's a few things you want to
keep in mind.
You want to make sure thatyou're trying to solve a problem
for your client.
So what is your audienceactively seeking out?
(06:52):
What are they searching for?
Think about some FAQs.
You might put up how-tos andguides.
Think about the subjects youmight write around that and then
start writing blog articlesthat are a bit deeper into those
subjects and that can drawpeople in.
And then I want to make sureyou're using keywords wisely.
So when you're creating theseblog posts, think of one main
(07:14):
topic.
It's kind of like you'rewriting to your English teacher
in school One main topic perblog post and that one main
topic should have some keywordsin it that your audience would
be searching for when they'researching on the internet.
So make sure you sprinkle thosethroughout your blog post
appropriately, and we have someother episodes on search engine
(07:35):
optimization that can help youfill that out and get a little
bit more detail there.
Also, we want to make itscannable.
A lot of people actually mostpeople, the majority, pretty
much all people out there willnot read an article on the
internet unless it draws intheir attention first, and
that's what I mean by scannable.
We want to have those reallycompelling headlines and you
(07:58):
want to break up your blogarticle with several headlines
and have them be compelling todraw that reader in, make them
want to actually read theparagraphs that are underneath
those headlines.
So first we need to make itscannable to draw them in and
then they can observe your greatcontent that you've created.
You also want to include a callto action.
(08:19):
So what should they do next?
They get your great article andthey're like, wow, this is
really great.
This is something I see peopleforget to do.
At the bottom of your blog, atminimum, make sure you have a
call to action.
Do you want them to subscribeto your newsletter to get more
of this great content?
Do you want them to buy aproduct or service?
Download something?
Make sure you have one clearcall to action in each blog post
(08:42):
.
Also, in your blog post, wewant to make sure that you are
making about the audience andnot you.
So make sure you're notfocusing on you and that you're
focusing on helping youraudience.
So that's one really great keythat helps build that trust.
And then we'll talk aboutrepurposing.
But we can totally repurposeblogs, especially in the emails,
(09:05):
social media posts and also inthe videos too.
So if you're not alreadycreating regular content, I want
to encourage you to pick one ofthese that we're talking about
today and then, once you'recomfortable with that, then
expand to repurposing it as well, and also make sure we're not
writing a bunch of fluff.
It's always quality overquantity Every time.
(09:26):
You can have a great short blogpost article that, hands down,
does much better than one that'sfive, 10 times its length.
So make sure it's quality overquantity every time.
And if you're stuck about whatto write about, use your
customers' questions as blogposts.
What do they usually ask you.
(09:47):
What are they asking you inemail, what are they asking you
in Messenger or on sales calls?
Turn those into content.
That's a great way to draw moreof those people who are already
reaching out to you in needingyour products or your services.
(10:09):
So then, the next topic we'regoing to talk about is video
content.
It is one of the great ways toreally create that regular
content out there for yourpotential audience, and it can
be a really fast track toengagement.
The reason being is that videosgenerate 1200% more shares more
, you know, shares across socialmedia and all the things than
text and images combined.
(10:29):
So think about that.
If you're capable and braveenough to create video and I
know some people a little afraidof it, but, like I said,
practice makes perfect you aregoing to be able to get a lot
more widespread shares thanother people.
So whether you're on YouTube,instagram or TikTok if it's
(10:49):
still around that's been a bitup in the air so lately Video is
the most engaging form ofcontent.
We're consuming it a lotanymore.
So if you are able and, youknow, willing to put forth the
effort to really create videocontent, it can be a really
great idea for your business.
So there's some ideas that youcan do for video, and one of
(11:12):
them is behind the scenes.
A lot of customers are reallyinterested in what happens
behind the scenes.
Show your process, yourworkspace or your team.
Customers want or buy fromhumans.
They don't buy from businesses.
So when they can relate to youbecause they see your behind the
scenes work, that can reallyhelp them build that trust in
(11:32):
you.
Also, how-to tutorials aregreat.
Teach something valuable aboutyour industry or what you're
serving or your products.
It's really great to just drawthat in, that there's people in,
because a lot of people aresearching for how-to blank.
So whatever you're selling andserving, you can put that how-to
(11:55):
whatever it is in your subjectmatter in the title for your
video.
So it's a great way to getnatural searches to you.
Customer testimonials is anotherthing you can do for videos.
Nothing builds trust like areal customer story.
So having videos on it and evenbetter if you can have a video
interview or have your customerdo their own video that makes it
(12:19):
even more trustworthy.
So customer testimonials are agreat video resource for you.
Also, live Q&As Engagingdirectly with your audience and
answering their questions liveon video really shows that you
care.
So there's a really greatoption for video that you might
not think about and I actuallyhadn't really even thought about
it much until I started writingthis podcast episode.
(12:41):
But live Q&As are a great wayto really just engage their
audience and encourage morequestions and more feedback and
that's going to actually createa snowball effect and you'll
learn even more about yourpotential clients out there than
you had before.
So some things we want to makesure we're doing when we are
doing videos is we want to keepit short and valuable.
(13:03):
A great video can be less thanfive minutes.
It could be less than a minutetoo.
A great video could be 20minutes.
It could be 40 minutes.
It really just depends on thesubject.
It could be 20 minutes, itcould be 40 minutes it really
just depends on the subject.
But you want to have it asshort as possible for what
you're trying to do.
So we don't want to just keeptalking for no reason in your
video and keep it going forlonger, because long videos
(13:27):
you're just going to bore themand they're going to leave and
jump off the video.
So make sure it's concise andas long as it needs to be, but
again, it could be 40 minutes ifthat's what you really need to
show or demonstrate what you'retrying to show or demonstrate,
so don't feel like it can't belonger either.
Just want to make sure youunderstand, not to make it long,
just to make it long.
(13:48):
Also, adding captions is a must.
I know, especially for me, manytimes I'm not watching video
with the sound on, and a lot ofother people also don't watch
video with the sound on, and italso helps to make it more
accessible to all people.
So making sure that we areadding captions or using
something that can put captionson it for us is definitely a
(14:10):
must.
And then I want to make surethat you're using a strong hook.
The first few seconds must grabtheir attention.
That way, it keeps them hookedand keeps them wanting to watch
more.
And I want to make sure thatwhen you're creating videos,
don't aim for perfection.
Authenticity beats overlypolished content.
(14:31):
So make sure you are being you.
So be brave.
Don't worry about what othersthink.
It doesn't matter what you doon the internet.
There's going to be people thatcriticize you, no matter what.
You could be perfect, andyou're still going to get
criticized, because many times,people who criticize have
something that they're upsetabout in themselves, and that's
how they express it.
(14:52):
It just comes out and theycriticize other people.
So don't worry about beingcriticized, don't worry about
being perfect.
Just be authentically you, andthen make sure that you're doing
a call to action in your videotoo.
Tell them what to do next.
Make it really brief.
Don't make it super like longand chunky and clunky, you know.
(15:12):
Make it pretty brief, but tellvisitors what to do next.
They may love your content, butwe all are so decision fatigued
.
That little nudge of what to donext really helps their brain
take that next step, with themhaving to figure out okay, well,
what should I do next?
I like this person.
Now what?
Give them?
Tell them what to do, and alsodon't post without repurposing.
(15:35):
So this is kind of a key.
So turn those videos into blogposts, where I want to kind of
weave all this together.
You could turn your blog postsinto videos and then you could.
Or, if you start with a videoformat, you could turn those
videos into blog posts.
Why not repurpose it?
You could turn the videos intopodcast episodes and social
(15:56):
media clips.
It's really easy to take avideo anymore and create little
shorts for it, and you can postit on all the other social media
platforms as well.
So I want to challenge youtoday Can you record a 60 second
video introducing yourself andyour business and post it on
your favorite platform?
That's like my one littlechallenge for you today, as I
(16:17):
want you to pose create a 60second video, introduce yourself
and your business and post iton your favorite platform.
I want to see what it does foryou.
And then, finally, I want totalk about something we've
glanced on.
Some while we're going throughthis podcast episode is
repurposing your content.
Some, while we're going throughthis podcast episode is
repurposing your content.
(16:37):
We want to work smarter, notharder.
So, whether it's a and wedidn't dive too much into
podcast episodes and creatingthose on the show today but what
you know, you could pick.
You know.
Do you feel more comfortablecreating blog posts?
Do you feel more comfortabledoing a podcast episode?
Do you feel more comfortabledoing a video?
Pick which one you're mostcomfortable with, start with
(16:58):
that one and then exploreexpanding that one piece of
content into one of the otherforms.
So let's repurpose that content.
So one piece of content canturn into 10 or more pieces of
content.
So I want to help you stopcreating from scratch Every time
.
We want to be smart.
(17:20):
People consume content indifferent ways.
It's okay If your blog postsand your video are on the same
subject and you're sayingpractically the same thing in
both of them, because somepeople are video watchers, some
people are readers, so it's okay.
So take your blog posts.
You can turn for example's okay.
So take your blog posts, youcan turn.
For example, you can turn yourblog post into a LinkedIn
article.
You can take your blog post.
(17:41):
You can pull key tips out of itand put it on Instagram posts,
maybe put it on a pretty graphicthat matches your brand colors.
So, if you're writing blogposts, you can record a video
sharing the same information.
You can maybe even add a bitmore of a visual twist to it if
you'd like.
If you'd like to go that farwith it, it could be something
you'd work towards as well.
Let's say, when you're also oneof those bloggers, you can send
(18:04):
your blog post, or a snippet ofit, to your email newsletter,
teasing them and then having thelink back to your website to
read the rest of the article.
You can also take your blog postand break it into short form
videos.
You can create little shortform videos from your blog posts
.
Take a paragraph, a sentence ortwo.
You know, hopefully, yourparagraphs are short.
Let me mention that real quick.
(18:26):
Make sure your paragraphs arepretty short when we're writing
blog posts too, because peopledon't read a whole lot of words
at a time on the internet.
So you can take one of thoselittle paragraphs that's like
two or three sentences long andcreate a little short form video
and put it on social media.
So if you're already writingblog posts, I want to challenge
you to take your most popularblog post and turn it into a
(18:47):
video or a podcast episode andsee how.
See how that feels.
You don't have to publish it.
Don't get too pressured.
You don't have to publish it.
Don't get too pressured.
You don't have to publish it.
I do challenge you to publishit, but you wouldn't have to.
But practice that.
How does that feel?
Does it feel pretty good torepurpose that content and reuse
it and say, oh, this effortalready put in it's going to
extend farther.
(19:08):
I'm getting more bang for mybuck for this effort.
So I really challenge you to dosomething like that this week,
okay.
So final thoughts why contentmarketing matters.
What's the best part of contentmarketing?
It works long term and worksfor you when you're not working.
So a blog post from a year agocan still bring you traffic
today.
(19:28):
A YouTube video from years agocan generate new leads today.
So if you're not using contentmarketing yet, I would encourage
you to start small, like I saidin the beginning, pick one
format blogging, videos, socialmedia posts could be a podcast
too.
If you'd like more informationon that, make sure you reach out
with us.
(19:48):
Reach out to us.
We'll also link to our greatepisode with Crystal Prophet,
who is my podcast teacher, soyou can learn more about
podcasting if that's interestingto you.
And then I want to make surethat you're consistent.
So pick the format.
Pick how often.
I would recommend at minimumonce a month, but really, when
(20:09):
you're getting started, I wantto get you really in the habit
of it, so once a week would beeven better.
Be consistent.
Make it a non-negotiable.
When I started this podcast itwas not negotiable.
Every week I was going torelease an episode.
So make it.
You know, set yourself a goaland a deadline and a consistency
that your schedule, that you'regoing to stick to Make sure
(20:31):
it's reasonable.
You know I had to think, can Ido this podcast every week?
And I was like, yes, I amcommitted, I am going to do this
podcast episode every week.
So make sure you're doing that.
And remember content marketingisn't about selling all the time
.
It's about building therelationship, trust and
authority.
So if you do that, sales willnaturally follow.
(20:53):
So just remember that.
All right, so that's all wehave today for this week's
episode of the Ecommerce MadeEasy podcast.
I hope this is super helpfuland encouraging and will get you
on your way to creating ormaking your own content
marketing even better, or makingyour own content marketing even
better.
If you have any questions forus, be sure to drop us an email
at podcast at bcsengearingcom.
(21:16):
There's also a text carrybutton at the top of the show
notes in your favorite podcastapp, so feel free to click on
that.
It goes directly to me and youcan text me.
And if you have any otherquestions, feel free to reach
out and you can always find ourshow notes at
ecommercemadeeasypodcastcom.
And we will see you next week.
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