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035 — Elizabeth Ruth Runs an Agency That Specializes in Helping Experts Create Content Without Having to Write It All

Elizabeth has given control back to business owners by using an interview-style approach; business owners can share their zone of genius and business ideas without worrying about the wording.

Founder & CEO at ERMarketingServices.com. She helps busy entrepreneurs design marketing strategies & writes content so they can focus on what they do best.

Christina and Elizabeth discuss how she takes big ideas and fine-tunes the details down to manageable and actionable steps, then figures out how she can promote the final results in multiple ways so you can reach as many people as possible and help them with your solution.

Questions

  • Why do you think it is so important for experts and business owners to create content
    in the first place?
  • What is content?
  • What types of content do we need to be putting out in the world?
  • Can you tell us a little bit more about kind of that interview process and how that creates that content?
  • How do they know that you are giving them what they're looking for?
  • What is their main purpose for keeping people on the platform?

Links and Resources

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Read Full Transcript

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(laughing)

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- Hey, busy business people.

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I am here today with another
entrepreneur taking action,

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Elizabeth Ruth.

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She runs an agency that specializes

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in helping experts create content

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without having to write
everything themselves.

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And I'm getting the scoop
today on how she does it.

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(upbeat music)

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So to kick things off,

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like why do you think it is so important

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for experts and business
owners to create content

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in the first place?

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- Storytelling, number one.

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No one's going to know about you

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if they don't know your story,

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they don't understand your passion,

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and they don't know what
products or services you sell.

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- That was a really simple way
to put a very complex answer.

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So let's talk about content in general.

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Like me and you, we
know what content means,

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but like, what is content?

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What types of content do
we need to be putting out

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in the world?

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- Well, there's your old
school content that is

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postcards, newspaper ads, you can do that.

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But I specialize in digital marketing.

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And the four main pillars of what we use

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for digital marketing are
your website, your blog post,

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emails or newsletters and social media.

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And that can be on a
multitude of platforms

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for any of those.

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- And there's a lot of
types of content too, right?

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There's like written, there's video,

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there's audio, like podcasts.

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Like there's so many different ways

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you can put that content out in the world.

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I think that's something a lot
of people don't think about.

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- So again, I very simplified
it into pillars, but yes,

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once you get into it,

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then it's how are you
going to deliver that?

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What is your audience
most attracted to hearing?

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'Cause right now, short
videos are it, 30 seconds.

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And it's actually very powerful

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because it forces the
company to be really concise

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in one digestible bite sized
point that they wanna make.

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So you don't go on and on,

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we're having a half hour, 45
minute podcast right here,

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we can really dive deep,

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but you're giving one little nugget

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and giving your own spin on it.

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- Yeah.

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Well I think that amazes me a lot,

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like on TikTok or YouTube
Shorts or Instagram Reels,

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and it's like the stuff that they put

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and how much detail they can cover

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in like 30 seconds to a minute,

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like it is astounding
how much people can cover

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in some of those.

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Like I'm constantly
amazed by these creators

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and even the three minute videos filled-

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- Yeah they do.

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- Yeah, it's like TikTok does them now.

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And it's just like,
when is this gonna end?

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And like you scroll forward

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and it's crazy how well those shorts work.

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I love that you brought that
up, I think that's so powerful.

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And a lot of people don't
realize all the platforms

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you can put 'em on.

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'Cause I mean, I know
of at least the three,

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I mean there's Instagram Reels,
YouTube Shorts and TikTok.

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So I mean, you make the little video

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you've already got at least
three that are designed

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for short video.
- Yes and if you use a tool

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called Snaptik, it's S-N-A-P-T-I-K,

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it's a website, it's free, it
will strip the TikTok logo,

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but it keeps your stickers.

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So, you know, if you're
pointing to things,

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it keeps that, it keeps the music.

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So I push my note to LinkedIn,
you can do it to Twitter.

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Twitter has stories or
they did, I don't know,

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they keep playing with
it, different options.

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We push it out to Instagram,
Facebook Groups then I own,

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my Facebook page, like
every kind of social media,

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even Pinterest, they have
stories now for videos.

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So you can just make a-
- Oh wow.

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- You can make a workflow-
- That is awesome.

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- And push it out everywhere.

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- See, and that's the stuff
most people don't think about.

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And I haven't even heard of that tool,

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so that's really good,

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I'm definitely have to check that out.

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I've been doing it kind of,

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I haven't done the fancy videos yet,

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I've been playing around with it,

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but I haven't gotten into it yet,

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making them with all the stickers
and all the thingy things.

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- And then I actually can
upload it to Instagram Reels

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and I don't get dinged.

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'Cause if you have the TikTok marker,

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the sticker that says TikTok on it,

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and you're uploading to Instagram Reels,

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they won't push it out organically

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'cause they recognize that.

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But if you're using the
tool, you've done the video,

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you can upload it and it still works

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and it gets pushed out the same.

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Yeah, and I'm all about
work smarter, not harder.

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Make one piece of content,
push it out everywhere.

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I think we're gonna get into
that in our conversation.

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- Ah man.

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Yeah, that's actually one of the things

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I wanted to get to in the
next couple of questions.

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So I think that's really cool.

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Now I know a big part of what you do,

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like you have a unique approach

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to getting people's expertise out of them

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when they create content.

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'Cause that's the hard part,

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you have to try and like
share your knowledge.

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So can you tell us a little bit more

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about kind of that interview process

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and how that creates that content?

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- So I'm gonna take a
step back and just say

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why I decided to do that.

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When I was first starting the business,

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I knew that I loved to
write and tell stories

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because I also love to watch stories,

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I'm a big movie watcher,
Hallmark movies, oh my gosh,

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they keep me entertained, Netflix series.

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Like I love any kind of good story.

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So when I was networking, I thought,

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how can I do something just a
little different to stand out

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and to bring even more
value to my clients?

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Because I'm not an expert at plumbing,

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or I think I had a construction worker,

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like I had no idea what they did,

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but I knew that they had stories

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that they didn't even know that they had.

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So when I was at networking events,

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I would introduce myself and
learn more about the business.

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And one that comes to mind is
it was a really cool business

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where it was a purifier for water.

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It was Japanese technology,

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I still don't really understand it,

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but it was a filtration,
water filtration in home,

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that you could use.

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And so the way that this
woman explained her business

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and the passion for it
and her why was amazing.

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I went home and I checked
her out on her website.

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I checked her out on her social media

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'cause she gave me her business card

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and the message digitally was very flat

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and disconnected to how
she expressed herself.

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And then this was common,

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you learn something light bulb like,

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hey, this is interesting.

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So then whenever I would network,
I would do the same thing,

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and I would find over and over

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that it was a disconnected message

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from how they verbally
portrayed themselves

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and told their story
versus how it was online.

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And what I learned was
they were handing over

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their marketing to a
marketing agency, yay,

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getting support, that's amazing.

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But they were not involved
in the creative process

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or designing what that content would be.

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So I've implemented an
interview style approach.

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And what that means is
we have an interview

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like Christina and I are having now.

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And we figure out, based on your goals,

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how often we're going to post,

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some topics of your key
services and products

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or other promotions you have going on.

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Then once we have that
strategy, I interview,

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okay, Christina, tell me
a little bit more about

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why you chose blue for your hair color?

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Is that your favorite color?

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And then why is that
relevant to your audience?

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Like why do they care in a nice way,

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and how can that message or call to action

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reach you to your goal?

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So that's why we do the interview style

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because you just have to bring
your love for what you do

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and your knowledge, your
authority for the industry

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that you're in.

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And we pull out the story.

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The benefit also is,

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I don't know why you've
colored your hair blue,

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'cause I'm kind of boring
here, with no dye at all.

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So I can ask you questions
in a way from someone

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who is not in that decision
making bubble, I guess.

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It's an arms length approach
for me say, well, I'm curious,

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and then I've had people say,

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oh, you don't just know that?

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No.

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You become a victim of your
own genius or your passion

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where you just assume everyone knows.

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And you're at this point,
as we have mentioned,

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and they're a couple steps behind you

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'cause maybe I'm at the
part where I'm thinking,

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hmm, maybe I should cover these grays.

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I haven't even thought about that.

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But you talking about already been there,

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making that decision to color your hair

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and express yourself or whatever
reasoning you have for it.

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That becomes the story and
that's gonna hook them in

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and want to know more.

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Now, if you were a hairdresser
that would be relevant,

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but you see where I'm
going with that example.

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- Yeah, and I think that's,

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I mean that is so true that
people just kind of, we forget,

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because it's something that
we've been in for years.

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It's something that,

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like a lot of times the
thing that we are doing

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and the service that we're selling

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is something that we are passionate about.

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So we've kind of always almost known more

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than your average person

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because we have sought that knowledge.

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And it's like for somebody else

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who's looking at potentially hiring you,

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they're hiring you
because it's not something

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they're passionate about.

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It's not something that they want to have

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all of this knowledge about.

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They want to know enough to know

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that they're making the
right decision in hiring you.

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And I think we forget, how to
look at it from that angle.

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So being interviewed, I
think that is so smart,

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because you're finding
out about the things

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that they don't think about anymore.

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and you're coming to it
with this fresh approach

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and asking the right questions

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and it's gonna really mirror

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what their target audience
needs to understand.

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I think that is so, so, so, so smart.

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- And I should that I should
say when people think,

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oh my gosh, that's gonna cost
me more time and more energy.

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We can do a month's worth
of social media in one hour.

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So just to put that in context,

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it's not a big time investment,

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but it's going to be 100%
unique to you and that passion,

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no one else can tell that
passion like you can.

245
00:10:42,780 --> 00:10:44,770
- Yeah, and I think it's
going to get more important.

246
00:10:44,770 --> 00:10:47,630
And I know this is kind of
like a little side tangent,

247
00:10:47,630 --> 00:10:50,280
but most of us have
heard of these like tools

248
00:10:50,280 --> 00:10:52,060
like Jarvis.ai and things like that,

249
00:10:52,060 --> 00:10:54,210
all these like AI copywriters.

250
00:10:54,210 --> 00:10:57,640
And so what's gonna happen
is more and more people

251
00:10:57,640 --> 00:10:59,280
are using robots to write their copy

252
00:10:59,280 --> 00:11:01,320
because it's faster, because it's cheaper,

253
00:11:01,320 --> 00:11:02,880
because it's whatever.

254
00:11:02,880 --> 00:11:05,490
And so the copy that's
going out in the world

255
00:11:05,490 --> 00:11:08,540
that is unique, that
is sharing your voice,

256
00:11:08,540 --> 00:11:09,770
I think that personally,

257
00:11:09,770 --> 00:11:14,130
I think that copy is gonna
start to stand out so much more.

258
00:11:14,130 --> 00:11:15,950
Like it already kind of does.

259
00:11:15,950 --> 00:11:17,950
'Cause most people, when
they hire a copywriter,

260
00:11:17,950 --> 00:11:21,010
all of the copywriter is
doing is hitting up Google,

261
00:11:21,010 --> 00:11:24,130
researching things that
everybody else has already said

262
00:11:24,130 --> 00:11:26,100
and trying to create a unique article.

263
00:11:26,100 --> 00:11:28,760
So it's just kind of like a
Google cut up kind of thing,

264
00:11:28,760 --> 00:11:30,400
there's no uniqueness to it,

265
00:11:30,400 --> 00:11:32,760
if you don't have that interview process.

266
00:11:32,760 --> 00:11:36,860
So the ones that come from
like the actual experts

267
00:11:36,860 --> 00:11:40,510
always stand out and I just
feel like that's gonna get

268
00:11:40,510 --> 00:11:42,460
so much bigger as more and more people

269
00:11:42,460 --> 00:11:44,350
are using tools like
Jarvis, stuff like that,

270
00:11:44,350 --> 00:11:46,050
and trying to write copy.

271
00:11:46,050 --> 00:11:46,968
I love Jarvis,

272
00:11:46,968 --> 00:11:47,810
I think it's great.
- It has its place.

273
00:11:47,810 --> 00:11:49,710
- It helps reduce the mental calorie load

274
00:11:49,710 --> 00:11:52,540
to put out content, but it
doesn't replace a human,

275
00:11:52,540 --> 00:11:55,310
it doesn't replace an expert,
it doesn't replace passion,

276
00:11:55,310 --> 00:11:58,120
it just helps you write a little easier

277
00:11:58,120 --> 00:12:00,380
if you're missing all
of those other elements.

278
00:12:00,380 --> 00:12:01,930
- Yep, for sure.

279
00:12:01,930 --> 00:12:03,437
No I agree.
- That's my little soapbox.

280
00:12:03,437 --> 00:12:08,437
- And on that point too, we
are losing that personal touch.

281
00:12:09,720 --> 00:12:12,850
I truly feel, especially
through this pandemic,

282
00:12:12,850 --> 00:12:16,245
that is why that short
video has become so popular.

283
00:12:16,245 --> 00:12:21,245
People are craving interaction,
we're stuck in our homes.

284
00:12:21,950 --> 00:12:23,780
I'm in Ontario, Canada,

285
00:12:23,780 --> 00:12:26,810
about an hour west of Toronto
and we are in lockdown again,

286
00:12:26,810 --> 00:12:27,820
as of today.

287
00:12:27,820 --> 00:12:31,340
The kids are doing homeschool again.

288
00:12:31,340 --> 00:12:33,580
Well, you know, school from home.

289
00:12:33,580 --> 00:12:37,440
But that connection, right?

290
00:12:37,440 --> 00:12:40,523
Those stories, seeing people in,

291
00:12:41,619 --> 00:12:45,530
even if you can't always be doing video,

292
00:12:45,530 --> 00:12:47,440
if that's not something
you're comfortable with ,

293
00:12:47,440 --> 00:12:52,260
share the story, show a
picture of you, or show people,

294
00:12:52,260 --> 00:12:55,140
that is what is really
touching people's hearts.

295
00:12:55,140 --> 00:12:57,963
Because when you hire someone,

296
00:12:59,440 --> 00:13:02,520
yes, there are the
exceptions who will just say,

297
00:13:02,520 --> 00:13:03,620
well, I'm just going with this company,

298
00:13:03,620 --> 00:13:05,860
'cause I've always gone with this company.

299
00:13:05,860 --> 00:13:10,527
But really, you're hiring the
person in most cases, right?

300
00:13:11,860 --> 00:13:13,593
It's who you vibe with,

301
00:13:14,508 --> 00:13:18,250
who understands what you're trying to get

302
00:13:18,250 --> 00:13:20,040
at the end result,

303
00:13:20,040 --> 00:13:21,750
and it's that person who you're hiring

304
00:13:21,750 --> 00:13:22,670
more than the company.

305
00:13:22,670 --> 00:13:23,780
So by telling your stories,

306
00:13:23,780 --> 00:13:25,533
that's how you can get it across.

307
00:13:27,470 --> 00:13:29,750
- That you know, like and trust,

308
00:13:29,750 --> 00:13:32,209
the industry little phrase for that.

309
00:13:32,209 --> 00:13:35,010
And if we look at the creators
that we like the most,

310
00:13:35,010 --> 00:13:37,190
the books we read, the
courses that we've gotten

311
00:13:37,190 --> 00:13:38,530
the most value from,

312
00:13:38,530 --> 00:13:42,420
the workshops, the events
where someone was on a stage,

313
00:13:42,420 --> 00:13:44,550
it's always a human that
we're connecting more with,

314
00:13:44,550 --> 00:13:46,270
the best content is always a human.

315
00:13:46,270 --> 00:13:49,363
And it's like, if you
outsource all of your humanity,

316
00:13:50,680 --> 00:13:53,820
and don't have that interview
step, you lose that.

317
00:13:53,820 --> 00:13:56,000
So I think that is so important.

318
00:13:56,000 --> 00:13:57,840
Now I know the other thing
that we kind of hit on

319
00:13:57,840 --> 00:13:59,270
a little bit and we'll
circle back around to

320
00:13:59,270 --> 00:14:00,810
is repurposing content.

321
00:14:00,810 --> 00:14:03,530
So like this is a huge topic.

322
00:14:03,530 --> 00:14:04,670
I know repurposing content is something

323
00:14:04,670 --> 00:14:06,820
that there's so much
content out there about

324
00:14:06,820 --> 00:14:09,290
repurposing content, which is huge.

325
00:14:09,290 --> 00:14:11,760
But like, can you
explain kinda what you do

326
00:14:11,760 --> 00:14:14,570
or what you recommend
for like best practices

327
00:14:14,570 --> 00:14:16,300
to get mileage from your content

328
00:14:16,300 --> 00:14:18,200
without doing it badly?
- Yes.

329
00:14:18,200 --> 00:14:23,010
So we're going to take Christina,
this podcast, for example.

330
00:14:23,010 --> 00:14:25,870
So after this podcast,

331
00:14:25,870 --> 00:14:28,170
you're probably gonna order
a transcript or if you don't,

332
00:14:28,170 --> 00:14:30,330
you should order a transcript,

333
00:14:30,330 --> 00:14:32,610
which becomes all of your notes.

334
00:14:32,610 --> 00:14:34,570
That becomes quotables.

335
00:14:34,570 --> 00:14:37,150
So you can go through, grab
little bite sized quotes

336
00:14:37,150 --> 00:14:40,300
that you have said, you
know, a sentence or less,

337
00:14:40,300 --> 00:14:44,770
that becomes a little
standalone post on social media.

338
00:14:44,770 --> 00:14:47,820
It could be something that
you expand on in a video.

339
00:14:47,820 --> 00:14:50,670
It could be something you
expand on in a blog post.

340
00:14:50,670 --> 00:14:53,220
You take the podcast,
you take the highlights,

341
00:14:53,220 --> 00:14:55,563
you make a blog post out of it.

342
00:14:56,580 --> 00:14:58,770
Then you take the blog post,

343
00:14:58,770 --> 00:15:01,950
You can do this on social
media to promote it a few ways.

344
00:15:01,950 --> 00:15:04,950
You can either just give
a little bit of an excerpt

345
00:15:04,950 --> 00:15:06,410
in your social media,

346
00:15:06,410 --> 00:15:10,310
drive people to read the full
post with a link in your bio,

347
00:15:10,310 --> 00:15:12,980
so that you're going to read the full post

348
00:15:12,980 --> 00:15:16,160
or you take out sections.

349
00:15:16,160 --> 00:15:17,920
So let's say you do an introduction,

350
00:15:17,920 --> 00:15:21,480
three main points that you
expand on and a conclusion.

351
00:15:21,480 --> 00:15:22,420
Well, each of those,

352
00:15:22,420 --> 00:15:24,370
that could be three to five blog posts,

353
00:15:25,610 --> 00:15:28,020
sorry, social media posts rather,

354
00:15:28,020 --> 00:15:29,480
where you're chunking it up.

355
00:15:29,480 --> 00:15:30,760
So you have your first point,

356
00:15:30,760 --> 00:15:33,450
and that's just a standalone
point that you make it.

357
00:15:33,450 --> 00:15:35,050
There's light rewriting

358
00:15:35,050 --> 00:15:37,750
because you obviously
have to make it sensible

359
00:15:37,750 --> 00:15:41,310
to read on its own, but it
can become social media posts.

360
00:15:41,310 --> 00:15:44,450
And then also what you can do is,

361
00:15:44,450 --> 00:15:48,090
well, you're going to promote
this video on YouTube.

362
00:15:48,090 --> 00:15:51,330
You can, if you so desire,

363
00:15:51,330 --> 00:15:54,450
you could yourself or
hire someone on Fiverr,

364
00:15:54,450 --> 00:15:58,490
to chop it up based on those sections.

365
00:15:58,490 --> 00:16:01,700
You can embed the video
into your blog post,

366
00:16:01,700 --> 00:16:04,370
which I don't wanna get too technical,

367
00:16:04,370 --> 00:16:06,960
but a bounce rate is essentially

368
00:16:06,960 --> 00:16:11,010
the longer you keep
people on your website,

369
00:16:11,010 --> 00:16:13,880
the more Google will, for free,

370
00:16:13,880 --> 00:16:16,750
organically put you up in the rankings.

371
00:16:16,750 --> 00:16:20,110
So then you're also giving
a variety of options

372
00:16:20,110 --> 00:16:22,850
to keep people on your website.

373
00:16:22,850 --> 00:16:25,640
You're gonna link on that
blog post to other podcasts

374
00:16:25,640 --> 00:16:27,080
that have similar content.

375
00:16:27,080 --> 00:16:29,350
Because if someone's interested in that,

376
00:16:29,350 --> 00:16:31,340
they're probably gonna be
interested in the other one

377
00:16:31,340 --> 00:16:35,270
that you've done and it's
gonna have video as well.

378
00:16:35,270 --> 00:16:40,270
And then what you can do is
create an email or a newsletter.

379
00:16:40,820 --> 00:16:44,000
I use the term a little
bit interchangeably,

380
00:16:44,000 --> 00:16:45,900
but if it's a newsletter style,

381
00:16:45,900 --> 00:16:48,580
it can be a roundup of everything

382
00:16:48,580 --> 00:16:51,360
that you've done that week or that month,

383
00:16:51,360 --> 00:16:53,790
whatever period you're doing.

384
00:16:53,790 --> 00:16:55,820
So your top social media posts,

385
00:16:55,820 --> 00:16:57,760
or if you have a new podcast,

386
00:16:57,760 --> 00:16:59,570
you're gonna wanna send people there.

387
00:16:59,570 --> 00:17:02,110
Or if you have a new blog post,

388
00:17:02,110 --> 00:17:03,910
you're going to want to send people there.

389
00:17:03,910 --> 00:17:08,830
Because ultimately, your
funnel will be grab them

390
00:17:08,830 --> 00:17:13,830
from social media, bring
them to your website

391
00:17:14,150 --> 00:17:16,990
so that they can sign
up for your newsletter

392
00:17:16,990 --> 00:17:19,590
so that you can ultimately
convert them into a client

393
00:17:19,590 --> 00:17:21,080
because they're gonna love you

394
00:17:21,080 --> 00:17:23,090
and everything you're putting out.

395
00:17:23,090 --> 00:17:25,240
So when you wrap it up
in a little bow and say,

396
00:17:25,240 --> 00:17:28,040
hey, VIP on my email list,

397
00:17:28,040 --> 00:17:31,010
you don't have to go check
when I post on Facebook

398
00:17:31,010 --> 00:17:33,400
or my blog or my podcast,

399
00:17:33,400 --> 00:17:36,200
I'm going to just give
it to you in your inbox

400
00:17:36,200 --> 00:17:38,513
whenever it's ready for you to digest.

401
00:17:40,780 --> 00:17:42,520
- Yep, I think that is so powerful.

402
00:17:42,520 --> 00:17:44,160
And I think a lot of people,

403
00:17:44,160 --> 00:17:45,880
I love the way you approach that,

404
00:17:45,880 --> 00:17:48,380
and I hope our listeners
are picking up on that.

405
00:17:48,380 --> 00:17:51,050
So like some people when
they repurpose content,

406
00:17:51,050 --> 00:17:53,390
they arbitrarily chop up the video.

407
00:17:53,390 --> 00:17:55,100
So they would take
something like this podcast

408
00:17:55,100 --> 00:17:56,250
and they're just gonna go grab like

409
00:17:56,250 --> 00:17:57,610
three or four one minute sections

410
00:17:57,610 --> 00:17:59,170
and they're gonna create audiograms

411
00:17:59,170 --> 00:18:00,130
and they're gonna create stuff.

412
00:18:00,130 --> 00:18:02,060
And they're just gonna keep putting out

413
00:18:02,060 --> 00:18:05,330
just these kind of pieces of information

414
00:18:05,330 --> 00:18:07,310
that aren't necessarily complete.

415
00:18:07,310 --> 00:18:09,070
Like they don't tell
the story on their own.

416
00:18:09,070 --> 00:18:11,510
They just like grabbed
these like rando snippets

417
00:18:11,510 --> 00:18:12,630
and toss 'em out in the world.

418
00:18:12,630 --> 00:18:14,300
And so a lot of people
do that kind of stuff

419
00:18:14,300 --> 00:18:15,680
when they're repurposing.

420
00:18:15,680 --> 00:18:16,850
But what you're recommending

421
00:18:16,850 --> 00:18:19,420
is like find some like core pieces.

422
00:18:19,420 --> 00:18:21,510
And you can look back at
just some of the stuff

423
00:18:21,510 --> 00:18:22,610
that we've talked about,

424
00:18:22,610 --> 00:18:25,850
like we talked about why it's
important to put out content,

425
00:18:25,850 --> 00:18:27,760
that could be a whole
topic all on its own.

426
00:18:27,760 --> 00:18:30,490
You could write a whole
blog post just about

427
00:18:30,490 --> 00:18:33,440
how important it's to put
out topic or put out content.

428
00:18:33,440 --> 00:18:36,500
We talked about how important
the interview process is

429
00:18:36,500 --> 00:18:37,670
to creating unique content.

430
00:18:37,670 --> 00:18:39,040
That could be a whole nother topic.

431
00:18:39,040 --> 00:18:41,790
We talked about how repurposing
content is important

432
00:18:41,790 --> 00:18:43,800
and that could be a whole nother topic.

433
00:18:43,800 --> 00:18:47,380
So it's like, what you're
advocating is more find those

434
00:18:47,380 --> 00:18:48,780
themes that are going on,

435
00:18:48,780 --> 00:18:52,360
these like things that could
stand alone and expand on those

436
00:18:52,360 --> 00:18:53,970
and make more content that way,

437
00:18:53,970 --> 00:18:57,540
not just arbitrarily
cutting up rando chunks

438
00:18:57,540 --> 00:18:59,480
and throwing them out into the world,

439
00:18:59,480 --> 00:19:02,290
which we see a lot of people
do 'cause it's budget friendly.

440
00:19:02,290 --> 00:19:05,184
You make one video, you
fire it off to a company,

441
00:19:05,184 --> 00:19:06,780
that'll just go chop it
up into lots of pieces

442
00:19:06,780 --> 00:19:07,820
and put it out in the world.

443
00:19:07,820 --> 00:19:09,320
And you get all these just kind of almost

444
00:19:09,320 --> 00:19:10,950
useless bits of content,

445
00:19:10,950 --> 00:19:13,830
'cause people are focusing
on quantity over quality.

446
00:19:13,830 --> 00:19:15,297
And just it's painful,

447
00:19:16,180 --> 00:19:17,683
it's painful when I see people do that,

448
00:19:17,683 --> 00:19:20,656
it's like, come on like
this much more effort

449
00:19:20,656 --> 00:19:24,310
and you could have made that a
really good standalone piece.

450
00:19:24,310 --> 00:19:26,260
And instead you're like,

451
00:19:26,260 --> 00:19:28,260
it was like, there should
be a to be continued.

452
00:19:28,260 --> 00:19:29,877
And there's no continue.
- Absolutely.

453
00:19:29,877 --> 00:19:33,170
And that's very popular on TikTok.

454
00:19:33,170 --> 00:19:36,630
A lot of people will say,
go check out part one

455
00:19:36,630 --> 00:19:38,723
or stay tuned for part two.

456
00:19:40,090 --> 00:19:41,710
That's what you do.
- Yeah, and if you watch

457
00:19:41,710 --> 00:19:43,060
the comments, people
get so mad about that.

458
00:19:43,060 --> 00:19:46,800
- I know, but the algorithm loves it

459
00:19:46,800 --> 00:19:49,680
because you're sending
people back to your feed

460
00:19:49,680 --> 00:19:50,890
and you're driving it up.

461
00:19:50,890 --> 00:19:54,340
And that's not just the TikTok algorithm.

462
00:19:54,340 --> 00:19:56,660
Okay, let me geek out a bit,
if you don't mind, Christina,

463
00:19:56,660 --> 00:19:58,670
just for one second.

464
00:19:58,670 --> 00:19:59,960
The number one goal-

465
00:19:59,960 --> 00:20:01,870
- Ah, go for it.
- Of social media platforms,

466
00:20:01,870 --> 00:20:03,710
of search engines,

467
00:20:03,710 --> 00:20:08,710
is to give people exactly
what they're looking for.

468
00:20:10,170 --> 00:20:13,910
How do they know that you are giving them

469
00:20:13,910 --> 00:20:15,480
what they're looking for?

470
00:20:15,480 --> 00:20:17,330
That bounce rate.

471
00:20:17,330 --> 00:20:21,740
Because they're staying
longer on the platform,

472
00:20:21,740 --> 00:20:22,980
on your account.

473
00:20:22,980 --> 00:20:27,170
So whether that's your website,
whether that's your TikTok,

474
00:20:27,170 --> 00:20:31,440
Instagram, Facebook, if
there's continuing to scroll,

475
00:20:31,440 --> 00:20:32,890
you're getting credit for that.

476
00:20:32,890 --> 00:20:36,520
You are getting behind
the scenes points, yay.

477
00:20:36,520 --> 00:20:40,010
You are keeping them on
because you are giving value

478
00:20:40,010 --> 00:20:43,230
and you're keeping
people where we want it.

479
00:20:43,230 --> 00:20:46,680
So that is the payoff
for why it's important

480
00:20:46,680 --> 00:20:50,560
to be thoughtful and strategic

481
00:20:50,560 --> 00:20:54,400
in how you deliver your marketing.

482
00:20:54,400 --> 00:20:56,900
It doesn't have to be
complicated, as I just said,

483
00:20:56,900 --> 00:21:01,540
you take like, I use a
highlighter for the transcript

484
00:21:01,540 --> 00:21:03,020
or a blog post.

485
00:21:03,020 --> 00:21:05,170
And I'm just like, these are my chunks,

486
00:21:05,170 --> 00:21:06,540
this is what I'm doing this week.

487
00:21:06,540 --> 00:21:08,790
So the theme of the week could be

488
00:21:08,790 --> 00:21:10,600
how to maximize your content.

489
00:21:10,600 --> 00:21:15,600
And then you can unpack, as
Christina said, interview style,

490
00:21:16,680 --> 00:21:18,793
you know, where to post it,

491
00:21:19,841 --> 00:21:24,841
look at video versus audio
versus written content.

492
00:21:26,530 --> 00:21:28,770
That could be something that you unpack.

493
00:21:28,770 --> 00:21:31,330
And then you could even
do a standalone one,

494
00:21:31,330 --> 00:21:34,330
'cause you wanna link,
interlink to all these things.

495
00:21:34,330 --> 00:21:36,300
And you can do even a standalone

496
00:21:36,300 --> 00:21:38,720
where you're really deep dive into video

497
00:21:38,720 --> 00:21:43,060
and you're sharing your own spin on it.

498
00:21:43,060 --> 00:21:44,630
That is why people are gonna come to you

499
00:21:44,630 --> 00:21:48,540
because you have a unique
way that makes you stand out

500
00:21:48,540 --> 00:21:50,750
because you're just that
little bit different

501
00:21:50,750 --> 00:21:53,540
than the next person who
has a marketing agency

502
00:21:54,470 --> 00:21:56,260
or whatever your business is.

503
00:21:56,260 --> 00:21:57,093
- Yeah.

504
00:21:58,410 --> 00:22:00,190
Well I know that's something
I tell people all the time.

505
00:22:00,190 --> 00:22:02,840
It's like, I think we get so
used to some of these services

506
00:22:02,840 --> 00:22:05,190
that we forget that they're businesses.

507
00:22:05,190 --> 00:22:08,470
Like we look at Google and we
just expect it to be around.

508
00:22:08,470 --> 00:22:09,400
It's just a search engine.

509
00:22:09,400 --> 00:22:12,150
And we don't think about,
well, how do they make money?

510
00:22:12,150 --> 00:22:13,140
How are they around?

511
00:22:13,140 --> 00:22:14,150
What is their purpose?

512
00:22:14,150 --> 00:22:14,983
What are they trying to do?

513
00:22:14,983 --> 00:22:16,840
And it's like, we think Google's purpose

514
00:22:16,840 --> 00:22:19,570
is to help people find us, but it's not,

515
00:22:19,570 --> 00:22:21,050
it's to help people find the right answer

516
00:22:21,050 --> 00:22:22,520
to the question they're asking,

517
00:22:22,520 --> 00:22:25,150
to find the best possible, most relevant,

518
00:22:25,150 --> 00:22:28,260
most up to date answer to the
question that they're asking.

519
00:22:28,260 --> 00:22:32,060
If you're answering the
right questions, ta-da,

520
00:22:32,060 --> 00:22:32,970
now you're it.

521
00:22:32,970 --> 00:22:34,690
You know, and it's like social algorithms,

522
00:22:34,690 --> 00:22:37,480
especially TikTok, are so good at that,

523
00:22:37,480 --> 00:22:39,410
at making sure that you're finding content

524
00:22:39,410 --> 00:22:41,960
that you like to see.

525
00:22:41,960 --> 00:22:43,320
And so if you're putting out stuff

526
00:22:43,320 --> 00:22:44,980
that's consistent messaging wise,

527
00:22:44,980 --> 00:22:47,680
if you're being pretty
consistent about what you do,

528
00:22:47,680 --> 00:22:49,570
it's easier for the algorithm to say like,

529
00:22:49,570 --> 00:22:50,970
oh, here's somebody like you

530
00:22:52,254 --> 00:22:54,700
and this person's been following
all the stuff that they do.

531
00:22:54,700 --> 00:22:57,130
So therefore let's show
them some of your stuff too,

532
00:22:57,130 --> 00:22:58,640
because they're likely to like it.

533
00:22:58,640 --> 00:23:00,790
And it's like, these
algorithms will work for you

534
00:23:00,790 --> 00:23:01,941
really good if you're
putting out good content-

535
00:23:01,941 --> 00:23:04,415
- Yes, people often complain.
- Like they want people-

536
00:23:04,415 --> 00:23:05,248
- Yeah, people often complain,

537
00:23:05,248 --> 00:23:08,230
oh the algorithm's not working,
the algorithm's not working.

538
00:23:08,230 --> 00:23:11,340
No you're not giving the
algorithm what it needs.

539
00:23:11,340 --> 00:23:13,870
Because to take it even a step further,

540
00:23:13,870 --> 00:23:18,060
looking at Google or TikTok or
whatever platform you're on,

541
00:23:18,060 --> 00:23:19,720
what is their main purpose

542
00:23:19,720 --> 00:23:22,380
for keeping people on the platform?

543
00:23:22,380 --> 00:23:24,780
Because the more followers they get,

544
00:23:24,780 --> 00:23:27,340
the more they can charge for ad revenue

545
00:23:27,340 --> 00:23:30,100
for when businesses go
to place advertisements.

546
00:23:30,100 --> 00:23:32,510
Because they have to show
a return on investment

547
00:23:32,510 --> 00:23:35,150
before someone's even
willing to give some money.

548
00:23:35,150 --> 00:23:39,750
And let's track that to our
own business, that's our goal.

549
00:23:39,750 --> 00:23:42,440
We want, why am I doing this?

550
00:23:42,440 --> 00:23:44,450
What is the return on my investment?

551
00:23:44,450 --> 00:23:47,940
Why am I doing TikToks five times a week

552
00:23:47,940 --> 00:23:49,700
or whatever you're doing.

553
00:23:49,700 --> 00:23:52,690
Because you're connecting with
people in a different way,

554
00:23:52,690 --> 00:23:56,910
you're giving yourself content to share.

555
00:23:56,910 --> 00:23:59,260
And that connection with people

556
00:23:59,260 --> 00:24:01,790
is ultimately going to
drive you to discovery calls

557
00:24:01,790 --> 00:24:03,420
or to purchase a product

558
00:24:03,420 --> 00:24:05,890
or to research you a little bit more,

559
00:24:05,890 --> 00:24:07,393
which gets you the sale.

560
00:24:09,870 --> 00:24:11,154
- Yep.

561
00:24:11,154 --> 00:24:13,020
I think that is so powerful to understand.

562
00:24:13,020 --> 00:24:15,340
So now, like as we're
kind of wrapping up here,

563
00:24:15,340 --> 00:24:18,703
like, do you have any final
advice or tips or anything

564
00:24:18,703 --> 00:24:21,103
that you would like to
share with our listeners?

565
00:24:22,600 --> 00:24:23,670
- Yes.

566
00:24:23,670 --> 00:24:27,730
It doesn't have to be
complicated to get started.

567
00:24:27,730 --> 00:24:29,010
Because you're probably thinking,

568
00:24:29,010 --> 00:24:33,253
oh my gosh, I have to do what.

569
00:24:34,460 --> 00:24:38,010
So if a blog post is overwhelming,

570
00:24:38,010 --> 00:24:40,240
don't start with a blog post.

571
00:24:40,240 --> 00:24:43,460
Start with something that
you're comfortable with.

572
00:24:43,460 --> 00:24:47,160
Let's say it's posting on
social media three times a week,

573
00:24:47,160 --> 00:24:49,880
Monday, Wednesday, Friday.

574
00:24:49,880 --> 00:24:53,580
Come up with themes or formula.

575
00:24:53,580 --> 00:24:56,690
So on Mondays you share
a behind the scenes

576
00:24:56,690 --> 00:24:58,580
of what it's like to be an entrepreneur

577
00:24:58,580 --> 00:25:02,300
or what you do, make your
product, offering your service.

578
00:25:02,300 --> 00:25:04,190
What a day in the life is of you.

579
00:25:04,190 --> 00:25:05,230
So that could be Mondays.

580
00:25:05,230 --> 00:25:06,690
Every Monday you share that.

581
00:25:06,690 --> 00:25:11,480
Wednesdays, you share a
specific product or service.

582
00:25:11,480 --> 00:25:13,120
You unpack that.

583
00:25:13,120 --> 00:25:14,660
And then Fridays,

584
00:25:14,660 --> 00:25:16,560
maybe you're asking an engagement question

585
00:25:16,560 --> 00:25:20,110
because it's social media,
we don't wanna just sell.

586
00:25:20,110 --> 00:25:22,150
We wanna engage with people

587
00:25:22,150 --> 00:25:25,870
and information that
people give you is gold.

588
00:25:25,870 --> 00:25:28,140
If you ask the right
question, if you're coming up,

589
00:25:28,140 --> 00:25:30,070
Christina's gonna dye her hair next month,

590
00:25:30,070 --> 00:25:32,763
she wants a new color,
what color should she do?

591
00:25:33,640 --> 00:25:35,020
Right, there's a poll.

592
00:25:35,020 --> 00:25:37,660
So what service or product
are you thinking of?

593
00:25:37,660 --> 00:25:39,270
Ask a little bit of a question

594
00:25:39,270 --> 00:25:40,940
without giving away your secret sauce

595
00:25:40,940 --> 00:25:44,490
that will help you do a popular product

596
00:25:44,490 --> 00:25:45,840
before you've even made it.

597
00:25:48,920 --> 00:25:50,480
- I think that is so powerful

598
00:25:50,480 --> 00:25:52,660
and that's powerful in
the creator realm too,

599
00:25:52,660 --> 00:25:53,850
so the info product realm.

600
00:25:53,850 --> 00:25:55,310
Like if you're thinking about a course

601
00:25:55,310 --> 00:25:59,630
or you're thinking about
a webinar or a masterclass

602
00:25:59,630 --> 00:26:01,380
or whatever that you're
thinking about putting together,

603
00:26:01,380 --> 00:26:03,610
like you can do that kind of thing too.

604
00:26:03,610 --> 00:26:05,440
So like I think that's really cool.

605
00:26:05,440 --> 00:26:08,560
And then I was telling
you my personal strategy,

606
00:26:08,560 --> 00:26:10,840
when I hear something
that I should be doing,

607
00:26:10,840 --> 00:26:12,280
that seems very overwhelming,

608
00:26:12,280 --> 00:26:15,480
and I'm sitting there going,
oh man, this is perfect.

609
00:26:15,480 --> 00:26:17,430
But like I can't do all that stuff.

610
00:26:17,430 --> 00:26:21,570
Go find an expert, go find
somebody like Elizabeth

611
00:26:21,570 --> 00:26:23,770
that has made this their passion.

612
00:26:23,770 --> 00:26:27,380
Because what they're gonna
do for you is overwhelming,

613
00:26:27,380 --> 00:26:30,170
which is a great segue into my next thing.

614
00:26:30,170 --> 00:26:31,450
Tell us more about you.

615
00:26:31,450 --> 00:26:33,330
So who do you like to work with?

616
00:26:33,330 --> 00:26:35,950
Where can they find you and
what do you do for them?

617
00:26:35,950 --> 00:26:40,950
- So I will give you my
little, hi, I'm Elizabeth.

618
00:26:42,950 --> 00:26:44,990
And at ER Marketing Services,

619
00:26:44,990 --> 00:26:47,620
we design marketing strategies

620
00:26:47,620 --> 00:26:51,030
and write content for your
website, your blog posts,

621
00:26:51,030 --> 00:26:54,640
your social media and your
emails or newsletters.

622
00:26:54,640 --> 00:26:57,720
And through our interview style approach,

623
00:26:57,720 --> 00:27:00,120
we can really dig into your goals

624
00:27:00,120 --> 00:27:02,280
so that we're not just posting whatever,

625
00:27:02,280 --> 00:27:03,830
it's going to be intentional.

626
00:27:03,830 --> 00:27:06,300
The calls to action on everything

627
00:27:06,300 --> 00:27:08,160
is going to lead people to where you want.

628
00:27:08,160 --> 00:27:13,160
So you want to sell blue
hair dye for January, great.

629
00:27:13,970 --> 00:27:16,230
We're going to make sure
that all the content

630
00:27:16,230 --> 00:27:19,350
or half of the content
is going to gear people

631
00:27:19,350 --> 00:27:21,130
towards that goal.

632
00:27:21,130 --> 00:27:24,180
If you wanna have more discovery calls,

633
00:27:24,180 --> 00:27:27,513
we can ask questions based on that.

634
00:27:29,550 --> 00:27:32,440
So that is why we do what we do.

635
00:27:32,440 --> 00:27:35,330
And I actually have a quiz
that I think would be helpful

636
00:27:35,330 --> 00:27:38,090
because as I was mentioning,
don't feel overwhelmed.

637
00:27:38,090 --> 00:27:42,570
Start with one thing and
fold in the next step,

638
00:27:42,570 --> 00:27:45,620
when you feel comfortable,
like a bullseye, right?

639
00:27:45,620 --> 00:27:46,970
Master one layer,

640
00:27:46,970 --> 00:27:50,700
then go to the next layer that
is going to still help you

641
00:27:50,700 --> 00:27:52,610
with the first one.

642
00:27:52,610 --> 00:27:54,900
So I have a quiz and it basically says,

643
00:27:54,900 --> 00:27:57,430
where do I go next with my marketing?

644
00:27:57,430 --> 00:27:59,580
I have a link that I'm
going to give Christina,

645
00:27:59,580 --> 00:28:04,580
but it's bit.ly/christinaquiz,
all lowercase.

646
00:28:05,180 --> 00:28:09,280
And that will let you answer
no more than 10 questions

647
00:28:09,280 --> 00:28:11,780
and wherever you land,
we'll make a recommendation

648
00:28:11,780 --> 00:28:16,780
on what makes sense for
what you've done to do next.

649
00:28:20,006 --> 00:28:21,114
- I think that's really great.

650
00:28:21,114 --> 00:28:22,930
Thank you so much for
creating that resource-

651
00:28:22,930 --> 00:28:23,763
- And it's fun.
- It's awesome.

652
00:28:23,763 --> 00:28:25,470
- It's fun to answer
questions and just be like,

653
00:28:25,470 --> 00:28:27,823
oh, that's the answer,
great, let me just do it.

654
00:28:29,620 --> 00:28:31,407
- Yep, I think that's always
people's problems, right?

655
00:28:31,407 --> 00:28:33,360
'Cause it's like, what do I do next?

656
00:28:33,360 --> 00:28:34,630
Where do I go from here?

657
00:28:34,630 --> 00:28:36,200
So I'll make sure I have that link

658
00:28:36,200 --> 00:28:38,160
wherever you guys are
watching this video from

659
00:28:38,160 --> 00:28:39,660
out on the interwebs,

660
00:28:39,660 --> 00:28:41,130
we will have that link
somewhere around the video.

661
00:28:41,130 --> 00:28:42,620
So definitely check it out.

662
00:28:42,620 --> 00:28:44,633
I will also link to your website.

663
00:28:44,633 --> 00:28:47,220
So that people can find you
and find out more about you.

664
00:28:47,220 --> 00:28:49,070
And I think that would
be so helpful for people.

665
00:28:49,070 --> 00:28:51,706
So thank you so, so, so
much for the resources.

666
00:28:51,706 --> 00:28:53,240
Thank you for coming on the show

667
00:28:53,240 --> 00:28:54,660
and for sharing your expertise.

668
00:28:54,660 --> 00:28:56,066
I think this has been really
great for our audience.

669
00:28:56,066 --> 00:28:57,010
- Thank you for having me, Christina.

670
00:28:57,010 --> 00:28:57,843
It's been a lot of fun.

671
00:28:57,843 --> 00:28:59,510
Obviously, I'm passionate about what I do,

672
00:28:59,510 --> 00:29:02,080
'cause I can see I'm
talking with my hands a lot

673
00:29:02,080 --> 00:29:04,110
and that's when I know
I love what I'm doing.

674
00:29:04,110 --> 00:29:07,500
So I'm passionate, I wanna
help you with your passion,

675
00:29:07,500 --> 00:29:08,970
either through this conversation,

676
00:29:08,970 --> 00:29:12,070
the notes that you've
taken or if we do connect,

677
00:29:12,070 --> 00:29:13,563
I'd love to tell your story.

678
00:29:15,932 --> 00:29:17,050
- Oh, I think that is so awesome.

679
00:29:17,050 --> 00:29:18,960
I would definitely recommend
you guys go check her out.

680
00:29:18,960 --> 00:29:20,960
Like it is so powerful to hire people

681
00:29:20,960 --> 00:29:23,730
that have that passion, so I love it.

682
00:29:23,730 --> 00:29:24,600
Thank you again

683
00:29:24,600 --> 00:29:27,450
so, so so much.
- Thanks.

684
00:29:27,450 --> 00:29:29,880
Entrepreneurs, guys, this
is your call to take action,

685
00:29:29,880 --> 00:29:32,610
head over to etatoday.zone, subscribe,

686
00:29:32,610 --> 00:29:33,760
and learn how to build a business

687
00:29:33,760 --> 00:29:35,010
that enables your lifestyle

688
00:29:35,010 --> 00:29:36,530
instead of picking over your life.

689
00:29:36,530 --> 00:29:38,203
Until next time, guys, bye.

690
00:29:40,927 --> 00:29:43,594
(upbeat music)


About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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