TAS 528: 3 Types of Content You Should Create That Will GROW Your Brand (Simple Plan)

How do you create engaging content that will connect with your target audience and allow you to position yourself as an authority in your niche market? Where do you even start? Good news, you’ve come to the right place! On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they explain how sellers like you can get started making interesting content that your audience will love. In their conversation, the guys provide three types of content that you can create in a simple plan that’s easy to execute. If you are ready to take this next step with your ecommerce business, this is the episode for you!

Address FAQs and questions your audience should ask.

One of the best ways to start developing content on a blog or on a platform like YouTube is by addressing some common and frequently asked questions about your niche market. By taking this approach, you can position yourself as an educator and knowledgeable resource that your target audience can trust. You should also consider addressing the top questions about your niche market that interested customers should be asking. This also shows that you are anticipating and being proactive about the concerns of your target audience. To hear more about this first type of content you can use to get your brand greater exposure, make sure to listen to this helpful episode of The Amazing Seller!

Create “How to…” content.

What does it take to create content that will appeal to those beyond just entry level type curiosity for your niche market? How can you connect with that next tier of consumers who are looking to improve or go deeper with your type of content? According to Scott and Chris, you need to start focusing on “How to…” type content. This is content that many consumers look for on Google or YouTube by typing the phrase, “How to…” and your targeted keywords. If you want to capture that type of customer, you’ve got to start addressing the “How to…” questions and create engaging content that will show your customers that you know what you are talking about. Go deeper with this subject and more helpful tips from Scott and Chris on this episode of The Amazing Seller!

Prepare product reviews and comparisons.

If you’ve paid any level of attention to trending videos and blog posts, you’ll know that product reviews and product comparisons are a huge hit. If you are ready to take your content creation to the next level, you should consider moving in this direction. On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they explain how to start creating this type of engaging content. You can start producing this type of content by creating a product review of your product or a comparison of your product to a competitor's product. Chris also touches on why it could be helpful for you to create reviews of other products in your niche market to further your reputation as a knowledgeable expert. Learn more about creating product reviews and comparisons by listening to this fascinating episode!

Tips for making a compelling video.

You might be thinking that creating a video sounds like a better option for you instead of writing a blog, but where do you start? How do you create an engaging video that connects with your target audience? On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they provide some helpful tips on how to create an appealing video.

  • Provide the value of the content up front. Tell them what you are going to teach them.
  • Deliver on your promise and provide exactly what you said you would.
  • Make sure to include a call to action (ex. Subscribe to this channel, comment below, etc.)

Hear more helpful tips on content creation from the guys by listening to this informative episode, you don't’ want to miss it!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:00] Why create content for your audience? How do you do it?
  • [5:30] Address frequently asked questions & questions people should ask.
  • [13:30] Create“How to” type content.
  • [18:30] Create product reviews and product comparisons.
  • [27:00] Video creation tips from Scott.
  • [29:30] Closing thoughts from Scott and Chris.

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TRANSCRIPT TAS 528

TTAS 528: 3 Types of Content You Should Create That Will GROW Your Brand (Simple Plan)

[INTRODUCTION]

[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 528 and today we’re back in the

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…car to do another carcast. That’s what we’re calling this, Chris. Are you excited?

[00:00:18] Chris: I am. I might not look it but I am.

[00:00:21] Scott: No, you look pretty excited. We are actually going to be talking today about three different types of content that can bring awareness to your brand and really bring some traffic, some eyeballs.

[00:00:36] Chris: Yeah.

[00:00:36] Scott: And I think a lot of people don’t think or know what types of content that they could or should be creating and I want to give people the three different types, but I also want to talk about different ways that we can use that content and then also how they can look at their market and see what maybe some of their competition is doing. So, with that being said, let me remind you guys on the show notes. TheAmazingSeller.com/528 will get you over to the show notes, the links, all that stuff that we’re going to be discussing so definitely go check those out. So, yes, we are on our way to a conference which you probably heard from the last episode. This is a continuation in a sense, another topic because we talked about funnels and we talked about a sales process and all that stuff and then a lot of times people want to know like, “Well, how do I create content that can also bring people may be to my brand or to the funnel?” So, let’s talk about that, Chris.

[DISCUSSION]

[00:01:36] Chris: I think – and that’s something I want to kind of give a throwback to and I think it was the first episode we recorded on this little journey here where we talked about there’s kind of two ways to get eyeballs. One is through content creation through organic reach and the other one is through paid ads. And if you have a funnel really what you’re doing is trying to scale that using paid ads. Organic works fine and dandy for that but that’s not really why we’re creating content. So, before we dive into those three easy ways, Scott, that people can create content, the three types really, why would we create content? Maybe let’s start there because I think this is a scary topic for a lot of people because especially for those of us who have been selling on Amazon, it’s this like really mysterious like Pandora’s box if you will of like all the things that I can do and all of the things that I have to do, and I have to write these giant posts and all of these things. There’s a lot of misconceptions about it. So, what is the main reason that we would create content and then maybe we should talk about some of the different ways that people can create it before we even dive into those three types?

[00:02:38] Scott: Yeah. Well, I think content is just a way for you to educate, bring awareness to your brand as either being an expert or a reporter. I’ve always kind of used the reporter model that works really well where if you are in the fishing market maybe you’re not a professional fisherman or maybe you don’t classify yourself as an expert but maybe you want to learn and you want to educate yourself more and you’re going to go out there and find other people that are going to be the experts. Maybe it’s your learning through that but really what we’re doing here is we’re trying to teach people or give people information that they’re looking for to make them aware of us and in this case lead us or lead them back to our brand and really creating a resource. I like looking at it as being a resource and my good friend, Pat Flynn, had said like you want to become the go-to resource in your market. So, just think of it that way like what does your market need to know and there’s a lot of different ways we can do this and there’s a lot of different platforms we can leverage to do this but really for me it’s about getting people to really come across your content that can educate you, entertain you, and really bring awareness to your brand so then they’re led to your products and services. Sound about right?

[00:04:03] Chris: It does, and I think the other thing, Scott, that people have a misconception about before we dive into the three types that you and I kind of talked about and we’re trying to see if there’s another kind but really it breaks down into those three is like well what kind of content do I create? The answer is it doesn’t matter like you’re always going to no matter whether it’s a podcast like this, this is a piece of content. Whether it’s video, whether it’s a blog post, whether it’s an email or whether it’s a Facebook post, all of these things are types of content. I would say start where you feel comfortable and then try some of the other stuff to see what happens. Obviously, if you don’t want to be the physical face of your brand you probably can’t record videos. Unless you’re going to do it with like a talking head picture and just recording the audio or something weird like that, but you can choose whichever thing you feel most comfortable with. The one that most people are probably the most familiar with is a blog post. Anybody that’s been around selling stuff on the Internet for any period of time has heard of a blog post or heard of a blog. It’s basically a news article that we write and put on our website. You can do that but if you hate writing…

[00:05:12] Scott: Like I do.

[00:05:13] Chris: …you don’t have to do that. It’s one of the reasons this podcast exists.

[00:05:17] Scott: Exactly.

[00:05:17] Chris: It’s because you could’ve written a blog on it, but you said, “I don’t want to write. I’d rather just talk.”

[00:05:22] Scott: I’d rather talk.

[00:05:23] Chris: Oh, look. That’s what we’re doing right now and so pick the thing that you feel comfortable with but no matter which method you’re using, which delivery system you choose, there’s really three kinds of things that I would say are probably the cornerstone of any content strategy that people should have. And the first one for me is probably also the easiest if you’ve been in the market for any period of time and it’s frequently asked questions. What are the questions that your audience is asking? And what are the questions that your audience isn’t asking but probably should be? And there’s a lot of those kinds of things that pop up. One of the things that I always bring up when I talk about this and I believe I talked about it in a previous podcast. Maybe it was the one with our buddy, Aaron, from [inaudible] but it was a strategy that we called the 10/10 strategy and it came, it’s been around on the Internet for a while, but it was like if I was going to start a blog and I wanted to create the minimum amount of content that I needed, what should I do? And it was answer the 10 questions that people ask most frequently about that market and then answer the 10 things that people aren’t asking but should be about the market. That gives you 20 pieces of content. That’s a war chest of content if you can create that and quite honestly anybody can probably do that. Is that a fair assessment?

[00:06:43] Scott: Yeah. I would just say also just so you don’t overwhelm yourself like, number one, sit down and think about the questions that either your customers are going to ask or maybe they have asked. Maybe you’re already in business and…

[00:06:59] Chris: Look at your Amazon listings and your competitor’s Amazon listings and see what the questions are there.

[00:07:03] Scott: Yeah. I mean, you can even go to the questions section of your Amazon listing or your competitor’s and see what people are asking. And then from there, you start to create that content because if they're asking if there, they’re probably asking at other places and then you can start to publish that so this way here you have that resource in a sense. And then there’s always questions like Chris said that people should be asking but they don’t know yet enough to ask. So, you have to almost educate them through that process. But that’s a great place to start and again, if you don’t want to write them and you would rather talk about them because you’re better at talking, well talk and have it transcribed. I mean, that’s a super easy way to do that. There are some services out there. What’s one that you would recommend, Chris?

[00:07:50] Chris: There’s two. One would be Rev.com. It’s about $1 a minute I think but they actually have people look at it and so those tend to come back a little bit better. The other one is Temi.com and that’s something we’ve used a little bit recently. It’s $0.10 a minute but the transcript is 100% automated so you do have to do a little bit of cleanup to it but basically, they have a computer go through and kind of read everything back to you. And I would say that’s 85%, 90% accurate based on as long as you’re speaking clearly.

[00:08:19] Scott: Well, that’s the thing, right?

[00:08:21] Chris: And even as fast as you and I speak, Scott, that was able to do 85%, 90% which is pretty good especially for $0.10 a minute and if I don’t mind doing a little bit of cleanup because I’m going to want to reformat that anyway if I’m going to put it into a blog post. So, I’m going to go through and just make sure that the language all make sense. If it picked the wrong word, then I’ll have to just go change the word.

[00:08:38] Scott: Right.

[00:08:39] Chris: But either one of those would work to do that and you could do that pretty easily. The other thing that you could do, Scott, is if you don’t want to have it transcribed. You could actually take it kind of one step further and it’s probably going to cost you a little bit more but if you really don’t want to do any writing at all, but you want to have a really well-written post, you could go somewhere like Upwork or Odesk which is Upwork now I guess. Elance or Odesk or probably even Fiverr. Now, I probably wouldn’t go to Fiverr but any place where you can outsource anything and say, “Hey, I’m going to give you just an audio dump of these ten things and I need you to turn each one of those rants into a blog post for me.” And you’ll find somebody that will do it for a couple of bucks for you and quite honestly, 90% of the time that’s good enough to get started.

[00:09:24] Scott: Yeah. I love that. Again, we think to ourselves, “Well, that’s a lot of work.” There are probably things that you can do right now that wouldn't be a lot of work to you. It's just you have to think a little differently and us coming on here and doing this as I’m hoping to really open your eyes to what you can do. And I think that in a brand it’s almost necessary nowadays I think to have these pieces of content because there’s a lot of cool things that happened when we create these pieces of content. Number one, we’re creating more real estate on the Internet, on Google, and any other search engines for that matter and we’re not going to get into all of the optimization and stuff but even if it’s not fully optimized, you’re still being indexed on Google in your market and you have also more pieces of real estate that you can then direct people to. If they have a question say, “Oh, we already answered that over here on this blog post or on this frequently asked question section,” or whatever and it’s another great resource for your brand and I think that that’s really important.

The other thing is going into different formats and I think we’ll talk about that a little bit later but, I mean, heck, you may even be sitting on a podcast. Maybe your brand could support a podcast and then that’s a whole another way for you to get out that content and then once you create that content, guess what, it’s an audio file just like on this podcast. It’s transcribed. It has show notes, all of that stuff. That stuff is done by my editor now. Didn’t happen in the beginning but now it does. So, again, you might be able to do that then you get some iTunes and Stitcher and Google Play and all that stuff which is pretty cool. But again, there’s a lot of different options out there but that’s again going a little bit deeper but that’s the first type of content is really like FAQs.

[00:11:12] Chris: Yeah. And I think that’s probably the easiest for everybody to create because you guys are all selling like if you’re at a point where you’re going to be creating content, I would hope that you’re selling. This is phase 2 stuff in terms of what we’ve been talking about. Now, we kind of did it simultaneously in the new brand but we had somebody who could do that like our partner is able to actually create that content for us and so we did that from the jump because we knew how beneficial it was. And just to kind of clarify for people like this is not something that’s like not measurable. I mean, if you look at just the numbers in the first year, we are right around 500,000 website visitors.

[00:11:50] Scott: Yeah. Uniques.

[00:11:51] Chris: Right. Unique website visitors in the first year. Half of that came from search and half of that came from social without us really doing anything other than creating kind of these little snippets of content and then cross-posting them on our blog. In our case, most of this stuff didn’t start out as a blog post. It started off as a quick Facebook video or something like that and then it got turned into a little bit of a longer form post so that we can take advantage of the search engine value of that content and post on the blog and quite honestly, we’re completely under optimized there. We haven’t done any of the – we’ve done some of the “technical stuff”.

[00:12:26] Scott: The very basic.

[00:12:27] Chris: In terms of getting that right.

[00:12:28] Scott: Yeah.

[00:12:28] Chris: But we haven’t done any outreach for links or like any of the stuff that in my background I know would potentially explode that content.

[00:12:39] Scott: And why aren’t we doing that?

[00:12:42] Chris: Because we have 900 balls in the air. No, that is definitely something that we are taking a look at for this year in this brand. But that being said, that’s the easy place to start because we actually, if you have an Amazon listing, you’ve gotten questions from people so start there and start creating that kind of content. Post it on your site, post it wherever, and start to see what the feedback is going to be. It’s not going to be this giant wind up front. It’s like we talked about in the funnels and the ads. It’s a very slow build generally speaking to see and if you, your mom, and one other person see that first post, that’s good. If you, your mom, and ten other people see that first post, that’s fantastic. But start there and then move on to one of these other two types.

And the second type that I would kind of urge people to take a look at would be the how-to type content. This is the stuff that people who are more into the niche that you are in are going to start searching for. The 10 questions everybody should ask and the 10 questions they should be asking that aren’t is really going to appeal probably more directly to those buyers. The people who are either brand-new to the space and are looking for your product for the first time or are just kind of generally interested in the space and are just hearing about kayak bass fishing for the first time. They go, “How does kaya bass fishing work? Do I stand on it? Do I sit on it?” That’s probably one of the 10 questions that get asked all the time. If it’s a question that I have, and we’ve been talking about the niche for six months. We should actually probably figure that out. The second type would be the how-to. How do I catch a fish from a kayak? That’s going to be something that somebody who’s a little further into it. They understand the general concept of kayak bass fishing, but they don’t understand some of the more fine details of that.

[00:14:37] Chris: These are going to be people who are – there’s a lot more of these types of people I think at any given time and there’s also a lot more questions that we can answer in this area. We can create hundreds and hundreds and hundreds of pieces of content in this area. How do I use a certain lure (insert lure name here) to catch (insert fish name here)? There are a million variations that are all useful to the people who are looking for how to catch a bass at night with a nightcrawler. I’m assuming all those are fishing things.

[00:15:12] Scott: Right.

[00:15:13] Chris: Right. And so, we can create hundreds of those articles and those are actually pretty easy to figure out as well and the thing that I would do is I would go to Google first of all and let autocomplete tell me what some of those things are. You could also use something like a Google keywords tool, Keyword.io. A lot of times will help with that if you type in how to plus the keyword, how to fish.

[00:15:36] Scott: I think another one is YouTube. YouTube would be as a big one because, again, they’re going to autofill and, I mean, let’s face it, YouTube is a how-to search engine for the most part. I mean, you’re going there to I just did it the other day to figure out how to shut off or reset my water filter on my refrigerator literally and the lady made a blog post and a video, and she helped me. And I went there, and it had like, I don’t know, 150,000 views on that thing because so many people are looking for that. Now, did I buy anything from her? No, but guess what? Her link was to the water filters. She’s an Amazon associate affiliate basically for those water filters. So, if I found her video and then I clicked on her link, went over to Amazon, she’s going to make money through Amazon. But again, that’s a how-to approach. That’s how it works.

[00:16:28] Chris: And I think the thing that’s interesting about finding that content through YouTube is you get to see what really resonates with that audience.

[00:16:33] Scott: Yeah. You get to look at the numbers.

[00:16:34] Chris: Because you can see the actual numbers of everything that’s going on. You know that that’s probably popular or at least that model of refrigerator is popular because it’s got 150,000 views. So, if I was writing stuff about refrigerators, that might be one that I look at versus writing a how-to article for something that gets 10,000 views or 5,000 views. I’m going to focus on the things that give me easy kind of ROI in terms of potential. And again, it doesn’t really matter what methods you use to create that content. You can create it with whatever you feel comfortable. Now obviously, the more methods you use, the better off it is ideally, and this is just something kind of the top of my head here, Scott, but ideally in a perfect world you would create a video for these and then you could take out the audio and that could be a podcast and you could take the transcription and turn that into a blog post. I think you’ve got three kinds. But you don’t need to do that. You can create one and go from there or if you’re creating video then maybe you do go through that process.

[00:17:34] Scott: Well, yeah, if you’re creating video, you definitely should be posting that on YouTube. YouTube is a search engine for how-to for the most part and it’s evergreen so you’re always going to have traffic, new traffic coming in there especially if it starts to get ranked. The other cool thing that you do with the video is you then embed that into your blog post. So, someone might find a blog post and then they’re like, “Oh cool, there’s a video. I’m going to watch the video too or maybe I want to watch instead of read because if I go there and I see there’s a recap of the blog post on video, I’m going to watch a video versus read because I don’t like reading much.” So, they’re hitting at both angles and I’m crosslinking in a sense to where YouTube is pointing a link over to my blog and then my blog is pointing over to YouTube. So, we get a little cross-linking there as well. So, that's pretty cool.

[00:18:22] Chris: Yeah. And I think how-to is pretty self-explanatory. I mean, if you guys need more ideas on where to get ideas, go to anything that’s a search engine and use the autocomplete with the exception of probably Amazon. Amazon might not be the place for how-to stuff. YouTube definitely. Google Keyword.io, google keyword planner, any of those kinds of things will be able to help you on that. Scott, the third kind of content that we talked about that’s kind of a cornerstone is something that might be interesting for some people because it’s not something that necessarily comes to mind right away but is or what we’ve been calling like reviews or comparisons. Do you want to dive into that for a second?

[00:18:59] Scott: Yeah. And these could be even unboxing like unboxing videos and they could be your product of you saying like, “Yeah, we just got our new whatever in and I kind of wanted to show you inside of what’s included and how it worked, how it functions,” and from there you might even want to do a comparison. You could do a comparison of maybe one that's currently selling and then the one that you created is better because of X, Y, and Z. Again, you’re giving the pros and cons but, in this case, you’re really using your own product. Now, with that being said, some people might be like, “Well, I don’t really want to do that against, you know, I don’t want to take my competitor’s product and make the people aware of that product.” Well, that's fine. Then just do a product review of your own. Talk about the pros and cons of, I guess, you wouldn’t really want to talk about the cons too much, but you shouldn’t have any cons if you have a really good product.

[00:20:00] Chris: Well, the pros and the uses in which it wouldn’t be appropriate.

[00:20:05] Scott: And that’s your con.

[00:20:06] Chris: It's not necessarily a con if that makes sense.

[00:20:08] Scott: Yeah. Well, it’s like it works really good for the kayak. It can work for a regular pontoon boat.

[00:20:14] Chris: A canoe.

[00:20:15] Scott: Or a canoe but it’s not going to work as well because we’ve specifically designed it for the kayak, something like that.

[00:20:22] Chris: If you’re a canoe bass fisherman, this is not for you.

[00:20:24] Scott: Yeah. Exactly. And we’re starting to get into some traffic now so we’re going to slow up here a little bit.

[00:20:30] Chris: It says 22 miles and 46 minutes. That bodes well. The other kind of like reviews/comparison content that you can and probably should be creating when you start thinking about creating content for your brand is around products that you don’t sell but that are in your niche and that’s the thing. Especially if you’re using the reporter method, Scott, like if we are a kayak bass fishing website and we sell lures and tackle boxes and all that kind of stuff, it probably makes sense for me to put in front of my audience the things that are not competitors but that they are also interested in like the newest fishing rod for kayak bass fishermen, the newest kayak for kayak bass fishermen, all of those kinds of things. Now, you might be saying, “Well, I don’t want to spend $500 on a kayak for kayak bass fishing,” but you don’t even have to necessarily have it to review it and you and I were laughing because I sent you a picture. I think it was at True Value. It’s at a hardware store and they had a kayak bass fishing kayak sitting outside and I sent you a picture of it because I thought it was hilarious.

But you could do a video standing there looking at it and reviewing it and look up the material that it’s made out of and all those kinds of things and give your thoughts on it as the reporter in that space. Here are the pros and the cons of all of these things related to this and then guess what you can do? You can link to it with an affiliate link, you can do whatever you want to do, but the thing that’s interesting when you start to do that is you draw in different groups of that 3% of people. So, we’ve talked in the past about the 3% of people who are interested in any given thing at any given time. They’re looking actively for a kayak to buy for their kayak bass fishing. They may not be aware of you who sells lures because they’re not looking at lures. They’re looking at kayaks and when you do a comparison for the top three kayaks, they find your website. That then gives you the opportunity to actually create an experience for them. If you’re creating good content, they’re probably going to come back the next time they have another question because they’re going to go to KayakBassFishing.com because the last time I had a kayak bass fishing question, they were able to help me out.

[00:22:29] Chris: And so, now when they’re ready to buy a lure, they're already familiar with you. The other reason that that's important is we're getting them on that website, to begin with, which means we have an opportunity to capture their email address which gives us the ability to market directly to them. So, by talking about things that are related but not necessarily our product specifically, we can do a lot of that reviewer comparison type of content without having to have that weird feeling that we’re pumping up our competitor’s or kind of padding down our own products.

[00:22:57] Scott: Yeah. It’s not necessarily a product that you are selling or even going to sell. For example, let’s say that you are selling camera accessories. Well, you’re going to probably want to do reviews on the latest cameras that your attachments work with or certain lenses. You know what I mean? Like, so you’re going to want to use those because you’re not going to sell those, but your product works really well with those. That would be a great example of doing that because again, you’re getting the attention of your market and if you’re reviewing cameras, guess what, you’re going to be able to put an associates link there from Amazon and if someone buys $1,000 camera you’re going to get maybe 4% to 6% commission for basically just someone clicking on your link. So, that’s another way to monetize that and then also get people that are interested in your products and services and things that you offer. So, I would definitely look into doing that in your market.

Here’s another thing to consider and I’ve been really noticing this a lot just by talking to various people just randomly. My pool company that services my pool, so I have this girl. She comes in every week, every Friday, and she balances the chemicals and she does a little bit of vacuuming. Whatever needs to be done, she does it. So, she’s an expert technically with chemicals and she’s kind of like a chemist in a sense. She has to know what she’s doing, and she had told me that her husband is a Jeep mechanic and the reason why she said that is because our Jeep was parked in the driveway. So, right away I’m thinking, “Well, if I was in a Jeep market I could reach out to this girl and her husband and say, ‘Hey, would you want to do some content for me and I’ll pay you?’” And then they could do some YouTube videos or whatever or just not even just do video and I’ll put it up on YouTube.

[00:24:56] Scott: Same thing with the pool stuff. Maybe I’m selling pool accessories. I can say to this girl, “Hey, you want to make an extra $300? Show up once a week and we’ll record three videos and I’m going to pick your brain with the most commonly asked questions about maintaining your pool and what people need to know about this that and the other thing.” Boom. I can almost guarantee she would like to be ecstatic with that. She would love to make an extra $300. Would that be worth it for you to create video with that expert? Yeah. Of course, it would. So, I just want people to – you got to think outside the box. Even if you’re not the content person, you have to figure out the way to get in front of the right people so this way here you can create that content and deliver it to your market.

[00:25:37] Chris: And I think going back to the real estate conversation, each one of these little pieces that we create whether it’s a review or whether it’s an FAQ, whether it’s a how-to, they’re each our own little piece of real estate and every time we can kind of chip away at that, we have another place that we’re potentially getting in front of people even if we do it mediocrely. It doesn’t have to be amazing. Now, obviously, we want to make it good, but it doesn’t have to be like the most awesome thing ever about how to balance pool chemicals. It just needs to be good enough. We need to get it in front of people and it needs to make sense and we need to see what happened. We’re securing another little piece of real estate and every time we do that, we start to create this flywheel effect and we’ve seen that in the brand and it’s the reason that even though we’re kind of just repurposing content from Facebook and putting that on our blog, we’ve been able to get 500,000 unique visitors in less than 12 months or right around 12 months. And so, that’s 500,000 people. Now, some of those people obviously follow us on Facebook or on our email list or whatever but not all of them, right? We have 28,000 people on the email list. Okay. We have a couple of let’s call it 20K on Facebook. So, okay, that’s 450,000 people that never saw us before. That’s what we’re talking about. So, we just got in front of 450,000 people that we wouldn’t have otherwise gotten in front of and we’ve now created an opportunity to sell to each of those people.

[00:27:07] Scott: Yeah. The other thing I want to mention here really quickly just kind of give a little couple of side tips here, if you are creating video and whether that's on Facebook and now if you're creating video too, by the way, you can upload that video, I suggest uploading that video to Facebook natively basically directly to them and if you’re going to create YouTube videos which you should then upload those to YouTube. What you want to do though in these videos is you definitely want to deliver the value and the content right up front. Tell people exactly what you’re going to be talking about and what you’re going to be sharing. We call this the hook. Their attention span like Chris had said earlier like goldfish. Not that long. So, immediately we got to tell them what they’re going to be taught, what they’re going to be learning.

So, in this case, maybe it's like, “Hey, guys. I want to jump on here real quick and I wanted to tell you exactly how you are going to be able to save 50% of your salt for the year in your pool because there’s one thing that a lot of people don’t do that I want to share with you here today,” so if that’s even a thing. I don’t even know if that’s a thing but let’s just say it was or, “Let me show you how you can spend less money on chlorine this year with these three simple tips.” So, you’re telling them exactly what you’re going to be sharing with them and then you deliver it, immediately. And then towards the end you’re going to then want to give them a call to action, something like, “If you like this video, like it, share it,” or if you’re on YouTube, “Hey, do me a favor, if you thought this was helpful, thumbs-up, whatever you do on YouTube, like it, or comment down below. Let me know if you guys enjoyed this. If you have any other questions, let me know.” Try to get them engaged but a lot of people don’t know and realize how to kind of construct that video. It really is simple.

[00:29:03] Scott: Hook. Tell them exactly what you’re going to teach them and keep it simple and to one thing. Don’t try to put a whole bunch of different topics into one episode. Break that up. And it would just be again the hook, what you’re going to deliver, deliver it, and then a little call to action. Done. Very, very simple. So, anything else you want to wrap up here before we officially sign off?

[00:29:25] Chris: No. I think that’s good. It’s interesting. You are talking about the hook. So, Scott, what was the hook in this episode?

[00:29:31] Scott: Well, this hook here was really three types of content that you should be or could be creating for your brand to gain visibility or traffic. I forget what the exact title was, Chris, because we’re here in the car.

[00:29:48] Chris: But…

[00:29:48] Scott: But the thing is we’re going to show you three types of content that you should be creating in your brand to get traffic, period.

[00:29:55] Chris: Right.

[00:29:56] Scott: And I think we delivered it.

[00:29:57] Chris: And we told you which way we’re going to give you. We gave it to you and then we told you what we gave you. I mean, that’s really the reason you do that is because that’s how people absorb information. You have to get them to consume the thing first and human beings by nature want to know exactly what they are going to get at any given time. Some of us like some surprises to some extent but when it comes to learning things you don’t like to be surprised. We want to know what we’re going to get because we want to know if it’s going to be worth our time.

[00:30:27] Scott: Exactly.

[00:30:27] Chris: And so, that would be where I would focus each of those things whether it’s a review, a comparison, an FAQ, whatever that is, focus on that hook and that thing you’re going to give people, what are they going to walk away with. Well, if it’s a how-to, it’s pretty obvious. They’re going to learn how to do something. If it’s an FAQ, they’re going to learn to answer to a question or they’re going to learn to answer to multiple questions, right? Focus on that and it makes creating that content whether it’s a video, a podcast, a blog post. However you’re creating that, it makes doing that process so much easier.

[00:30:55] Scott: Yeah. And ask people too. If you have a Facebook page or a group, ask people questions like what are the five things that you wish you knew about catching more bass when you were starting? Like, whatever it is, ask your email list like ask them and they will tell you and then that would be your content. Again, go to YouTube, go to Google, type in how to and then your keyword or your market and then you’ll start getting frequently asked questions. Chris, what’s that other resource where you can go and see like some of the top posts? Is it BuzzSumo?

[00:31:29] Chris: BuzzSumo.

[00:31:30] Scott: BuzzSumo. It’s another resource for you and again here’s the call to action, guys. Head over to TheAmazingSeller.com/528. Weird. Is that 528?

[00:31:40] Chris: 528.

[00:31:41] Scott: So, that’s the call to action. Go there and get the show notes and the transcripts and we will link up everything up there. So, see I’m getting you over to the blog. There’s nothing really to buy there but you can go there, and you can get more information and actually make this experience even better for you because you’re going to want to probably see this stuff in a checklist typed form. That’s what the show notes are for and all of that stuff. So that’s why we do that here.

[CLOSING]

[00:32:06] Scott: All right. So, that is pretty much going to wrap up this episode as long as we’re still recording, and Chris just checked in. We are. So good. You will be hearing this, and I just want to remind you guys about the content. Just think about what your market needs, what they want and deliver it and everything else will become a lot easier. You don’t have to stress about creating everything up front, just know that you have to start somewhere. Start with those 10 questions that you know the market is asking and then 10 that they should be. I think that’s a great place to start. Sit down, take a pad of paper out, and start with that process and maybe even take a pad of paper out and start looking at YouTube or Google and seeing what they’re suggesting that you put out there or even BuzzSumo for that matter. All right. So, that is going to officially wrap this up. The show notes can be found at TheAmazingSeller.com/528 and as always, guys, I’m going to remind you on the road here with this carcast that Chris and I are doing, remember as always, I’m here for you, I believe in you and I’m rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, say it with me in some traffic today, Chris. Are you ready?

[00:33:18] Chris: Let’s do it.

[00:33:19] Scott: One, two, three. Take action!

[00:33:20] Chris: Take action!

[00:33:22] Scott: Have an awesome amazing day and I’ll see you on the next episode. Take care, guys. Hopefully, we make it back.

[END]

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