About this Episode:
If you’re looking for ways to help your business write better content that engages with your audience and increases conversions, this episode is for you.
Joseph is joined by our special guest Shondell Varcianna, Owner of Varci Media. A content writing company that helps financial institutions save time by writing content that speaks to their target audience. Shondell and her team have transformed their clients’ blogs into a solution provider for their customers.
In this episode, Shondell shares some of the content marketing strategies, best practices, and tips, how it works and can benefit small businesses and the title itself, targeting your niche audience.
Connect with Shondell:
Connect with our host Joseph Franklyn McElroy:
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Joseph McElroy starts today’s show talking about why he started this podcast as well as his recent business changes at the Meadowlark Motel. He recently implemented the covid vaccine mandate for his staff because of a recent surge in positive cases in the area. He says that he wants to keep everyone safe as well as his children who he wanted to bring to the motel. Joseph describes certain challenges that came with this. After posting this story to his social media, it got picked up by a local newspaper and his team pushed this article about them to a lot of writers regional and nationally. It reached as far as California and Detroit. People ended up reaching out and wanted to join his team at the motel. He also says that Wise Content helped save his business. He introduced his guest, Shondell Varcianna, owner of Varci Media, a content writing company that helps financial institutions save time by writing content that speaks to their target audience. Shondell says that she started her career by paying off a couple of mortgages back in 2011. A friend suggested that she start her own blog to help other people buy houses, pay mortgages, etc. her blogs became popular enough that radio stations and magazines started to contact her to hear her story. Companies started contacting her wanting her to write for them. She started Varci Media in 2014.
Shondell talks about content marketing. She describes it as a distribution of content and says the marketing of it makes it work. It’s possible to create content but not have it exposed enough. She calls this dead content. It may also not be marketing to the right audience. Shondell also says that content may not be read because it’s not something that your audience or customers want or are looking for. She says you have to know who they are and know what they want because sometimes we tend to create what we want. So you should find out where your audience is, what they like, and what they are into. This is how you can find out what kind of content you need. Shondell also says that Facebook groups are great ways to find your ideal customers. You can find many people congregating and talking about specific topics. Joseph and Shondell also talk about using keyword research to know what customers are searching for. Shondell says that her team focuses on the writing part of content marketing and not much of what SEO agencies do, which is research on keywords that customers use on search engines. But they may do interviews to help write their content including listening to podcasts as well.
Joseph asks Shondell about what kind of advice she’d give to business owners who are looking to do content marketing. Shondell says that she would recommend that they first find out where their target audience is and show up there. They should listen or read about what they are talking about. Look for patterns about what questions and misconceptions people have and post about it. Whether it’s TikTok or anywhere else, don’t be afraid to have conversations and answer questions. She also recommends trying different things whether it’s writing content or making an audio or video. You also have to be consistent about what your customers are looking for and work based on that. Results come faster the more consistent you are and the more you are posting online whether it’s social media or blogs. She also shares that if your ideal customer is on Facebook, find Facebook groups where people are interested in that specific product. Join the groups that are more active. This example is if your target audience is on Facebook. You need to follow your customers based on what platforms they are on. Joseph and Shondel discuss the time it takes to persuade your customers and build a relationship where your content resonates with them.
Shondell says that some common mistakes that people make when doing content marketing are thinking that you can post whenever you want. Also, another mistake is not being consistent with the content and how often you post. Being consistent helps you find out what is working and what’s not working. Shondell says that stories resonate well with people. The best content is content that’s not related to products. For example, people want a feel good story when it comes to mortgages and buying a house. People often want to know what they can do to get to where they want to go. We tend to be inspired by knowing a backstory about others who got to where they wanted. Shondell also gives advice on using a blog post and using it to break it up into social media posts and turning it into video and audio posts as well. She explains how to repurpose content. Joseph asks Shondel about where content marketing will be in five years. Her answer? It’s wherever people go. So you have to go where the people go. You can find out more about Shondell Varcianna and what she does by visiting varcimedia.com. She is also on Linkedin as well as other social media!
00:00:07.859 –> 00:00:15.540 Joseph McElroy: You heard the content is king well wise content rules the world. Wise content is content that incorporates search science.
00:00:15.870 –> 00:00:25.830 Joseph McElroy: behavioral science artificial intelligence big data in content marketing to power, the development activation and optimization of high performing content.
00:00:26.490 –> 00:00:34.500 Joseph McElroy: It is the heart of modern marketing and will fuel future modern marketers without digital marketers will fail behind their competition.
00:00:34.890 –> 00:00:43.890 Joseph McElroy: lose connectivity with their customers and ultimately fail at being profitable I’m Joseph Franklyn McElroy I’m a marketing technology expert.
00:00:44.340 –> 00:01:04.830 Joseph McElroy: I’m also an award-winning content producer this podcast arose out of my desire to develop an audience in the covid world and where in-person networking is not available, so this is one avenue wise content, I am pursuing to build wealth and today.
00:01:05.970 –> 00:01:13.170 Joseph McElroy: we’re going to have, I think a great guest to have a little bit of technical difficulty, but about targeting a niche audience.
00:01:14.340 –> 00:01:20.520 Joseph McElroy: This is the first podcast over seven months so I’m glad to be back I’ll tell you why the layoff.
00:01:22.890 –> 00:01:30.600 Joseph McElroy: I tell you why the lay of happened in a moment, but first let’s give the background on the show again I coined the term.
00:01:31.860 –> 00:01:40.020 Joseph McElroy: wise content describe the content that is impactful inspiring to people encounter to take action.
00:01:41.370 –> 00:01:48.480 Joseph McElroy: That can be as simple as the decision to buy a product or service or as complex as organizing for societal change.
00:01:49.260 –> 00:02:06.270 Joseph McElroy: A classic example is the re-release of the 1936 propaganda film reefer madness which was done in the 30s to try to persuade people not to smoke marijuana but in the 70s, it became a cult hit on college campuses.
00:02:07.500 –> 00:02:08.310 Joseph McElroy: Because one.
00:02:10.050 –> 00:02:22.710 Joseph McElroy: Digital distribution company, I was allowed to expect to be distributed and then they became such a big hit that that company-new line cinema that you’ve heard of them.
00:02:23.520 –> 00:02:29.730 Joseph McElroy: Was groomed as later responsible for overheads like a nightmare on elm street and the Lord of the Rings trilogy.
00:02:30.600 –> 00:02:44.460 Joseph McElroy: A more recent example, might be how oreo won the super bowl in 2013 with a tweet you can look that up, but basically a single tweet and they and they then they and they dominated the conversation about the super bowl.
00:02:45.780 –> 00:02:53.880 Joseph McElroy: But you know more than the mundane examples would be landing pages and content that effectively gets people companies found or get people to convert into clients.
00:02:55.320 –> 00:03:09.150 Joseph McElroy: Recently, and this seizes to bleed to why I was not here for seven months I use wise content solve a big problem I was having another business and, besides, my company Galileo Tech MEDIA I own a.
00:03:10.080 –> 00:03:19.920 Joseph McElroy: motel resort in the mountains of North Carolina called the Meadowlark Motel it’s near Asheville North Carolina and it’s a prime lodging destination, to start exploring the smoky mountains.
00:03:20.340 –> 00:03:25.080 Joseph McElroy: Well, this last summer I put in a vaccine mandate for my staff at the motel.
00:03:25.380 –> 00:03:34.470 Joseph McElroy: This is because there was a big surge in the area and as, and I was also wanting to bring my three-year-old twins down to visit their grandparents and of course, they state that we have a.
00:03:34.830 –> 00:03:44.250 Joseph McElroy: place the motel that we stay at so I wanted to protect them and I’ve been misleading about the nature of the staff you know.
00:03:45.180 –> 00:03:59.310 Joseph McElroy: You know vaccine status, so I just went down and nose head said well listen, we got to do this or ethically, you know as a hospitality provider you got to be safe and so ethically you’ve got to be vaccinated so.
00:04:00.600 –> 00:04:08.430 Joseph McElroy: They but didn’t like it 90% of the staff quit them, and you know, and it was a big lead Labor shortage in the area.
00:04:08.760 –> 00:04:24.930 Joseph McElroy: And and jobs are easy to find so when I was trying to find people to come in and replace staff, nobody was going was most for first of all I couldn’t find very many people even interview, and most of them didn’t want to do the vaccine, either because this isn’t for the rural area.
00:04:26.100 –> 00:04:36.840 Joseph McElroy: So I ended up having to run them motel myself clean rooms and everything else, and I was pretty desperate States I started using my other skills to figure out how to solve this problem.
00:04:37.230 –> 00:04:46.170 Joseph McElroy: So I started posting the story and social media that local small paper picked up the story and wrote a very small article about it, then my team took that article.
00:04:46.590 –> 00:05:01.620 Joseph McElroy: and push it out to a lot of writers, we took targeted at the bigger regional and national locations and what it got picked up in the Charlotte observer and made into a huge story in the front page of the Charlotte observer that it got picked up and.
00:05:02.640 –> 00:05:06.330 Joseph McElroy: All over the nation and in in.
00:05:08.400 –> 00:05:19.290 Joseph McElroy: Newspapers as far away as California, in Detroit and that solve my problem, because all of a sudden, the people I was trying to reach reached out to me.
00:05:19.740 –> 00:05:30.690 Joseph McElroy: They wanted to come work for me they knew that they wanted to be in a safe environment they liked what I was doing what I was talking about, so all of a sudden boom, I was able to staff up, and you know and.
00:05:31.380 –> 00:05:39.060 Joseph McElroy: And and and get give back in business, but it took a while, and I, you know I haven’t put the wise content.
00:05:39.540 –> 00:05:47.430 Joseph McElroy: podcasts on hold, while I was dealing with this, but why, but then wise content saved my business so.
00:05:48.150 –> 00:05:54.930 Joseph McElroy: Many factors go into the creation of wise content, first and foremost creators must understand the needs and desires of the audience.
00:05:55.350 –> 00:06:02.160 Joseph McElroy: And this quiet requires careful analysis and use of data to inform decisions about what to create and how to promote it.
00:06:02.580 –> 00:06:10.710 Joseph McElroy: Other knowledge tools and tactics, such as behavioral science artificial intelligence semantic research influence or co-creation can have meaning.
00:06:11.400 –> 00:06:21.660 Joseph McElroy: the impact on the content produced in is resulting effectiveness and these can also dynamically change wise content and personalize it to be more effective.
00:06:22.110 –> 00:06:30.390 Joseph McElroy: So, armed with his knowledge and tools creators can produce wise content in place themselves in a strong to visit position to build on the content success.
00:06:30.960 –> 00:06:36.180 Joseph McElroy: This podcast investigates the people science techniques stories case studies and tools.
00:06:36.660 –> 00:06:49.650 Joseph McElroy: of wise content success my company Galileo tech media execute and creating wise content and marketing campaigns so read more about that at Galileo tech media.COM and sign up for a newsletter.
00:06:50.640 –> 00:07:01.740 Joseph McElroy: Now, today, I have a really fantastic guest her name is Shondell Varcianna and she is the owner of Varci Media a content writing company.
00:07:02.040 –> 00:07:18.300 Joseph McElroy: That helps financial institutions save time by writing content that speaks to their target audience Shondell and her team have transformed their client’s blogs into a solution provider for their customers, how are you doing Shondell?
00:07:18.600 –> 00:07:20.700 Shondell: and wonderful thanks for having me how are you.
00:07:20.910 –> 00:07:27.990 Joseph McElroy: Fine, you manage to find it here, we had a little technical glitches those know which is why, but this was good to go.
00:07:31.980 –> 00:07:34.230 Shondell: that’s a technology that’s how it is sometimes but.
00:07:34.230 –> 00:07:35.040 Shondell: happy to be here.
00:07:35.070 –> 00:07:38.340 Joseph McElroy: thanks for having me so how did you get the content game.
00:07:39.150 –> 00:07:45.570 Shondell: I started a while ago um I paid off a couple of mortgages back in 2011 and.
00:07:46.380 –> 00:07:54.930 Shondell: A girlfriend had suggested that I start or I help people to be able to do the same thing I paid them off and like 11 years and.
00:07:55.350 –> 00:08:03.120 Shondell: She suggested that I start blogging just to you know help other people buy houses buy rental properties pay off mortgages things like that.
00:08:03.360 –> 00:08:11.880 Shondell: And that’s what I did I started my own blog in it, over time, it became popular and radio stations in magazine started contacting me just wanting to hear my story.
00:08:12.180 –> 00:08:24.210 Shondell: And that led to companies starting to contact me wanting me to write for them, and I was, I was still I still have my full-time job at the time and I couldn’t handle all the work, so I just started hiring some writers and here we are today.
00:08:24.900 –> 00:08:34.290 Joseph McElroy: fabulous, fabulous so I when did you start the company itself 2014, 2014 I started Galileo tech media congratulations.
00:08:36.840 –> 00:08:38.220 Shondell: Congratulations to both of us.
00:08:38.250 –> 00:08:46.380 Joseph McElroy: yeah so so so how did you decide to focus on the financial niche.
00:08:47.190 –> 00:09:01.650 Shondell: So when we first started, we were actually writing for everybody and I found that we weren’t able to write the best content, because it was difficult to find writers that were well versed in many different industries and
00:09:02.700 –> 00:09:11.100 Shondell: I realized that we needed to kind of hone in on one industry and financial institutions just really come from my background I started working in banking when I was 18.
00:09:11.430 –> 00:09:24.840 Shondell: So I’ve worked in that world for a really, really long time, and I saw the gap when I was blogging and giving people advice on, you know how to get a mortgage I also used to be a lender I used to be an underwriter I used to be a mortgage loan originator so I was able to
00:09:26.040 –> 00:09:35.310 Shondell: To speak to people who wanted a house on both sides of the fence because I was also a consumer, as well as I used to lend money to people that wanted to buy houses and what I found was.
00:09:36.000 –> 00:09:41.490 Shondell: There was so much information and financial institutions and it wasn’t making its way out to their
00:09:42.060 –> 00:09:51.420 Shondell: Customer and people were coming to me for advice, but they weren’t coming to me for advice, because I worked inside of a financial institution they were coming to me for advice because I was in front of them.
00:09:51.930 –> 00:09:54.570 Shondell: And that that was the major gap that I had seen.
00:09:55.470 –> 00:09:59.670 Shondell: You know a lot of banks and credit unions and so forth they’re not going where their ideal customer is.
00:09:59.970 –> 00:10:05.940 Shondell: So they’re not able to reach their ideal customer because they’re just not present in some of the places that they’re at.
00:10:06.180 –> 00:10:19.230 Shondell: And I was present, and that was the only reason why they were coming to me so that was a huge gap that I saw and that was part of the reason why we decided to let’s just focus on financial institutions because I just had the experience from both sides of the fence.
00:10:20.070 –> 00:10:29.670 Joseph McElroy: I think that you know that’s a good lesson for everybody is, as you know, start your content really your content marketing where you have knowledge so.
00:10:30.690 –> 00:10:40.680 Joseph McElroy: Well, we have to take our first break it happened so fast yeah I’m a little rusty here so we’ll come back and talk more about targeting a niche.
00:12:56.520 –> 00:13:07.530 Joseph McElroy: howdy this is Joseph Franklyn McElroy back with a wise content creates wealth podcast my guest Shondell Varcianna.
00:13:09.030 –> 00:13:20.460 Joseph McElroy: so Shondell, you know I like to ask people that are you know in this field experts and things, what do you, what do you consider, and you know most business owners or even you know the corporate managers of content.
00:13:21.420 –> 00:13:31.470 Joseph McElroy: You know, opportunities and marketing and things like that really have different pictures of this new industry right, what do you, what do you define this content marketing.
00:13:32.490 –> 00:13:40.830 Shondell: Content marketing is really the distribution of content, so the marketing of the actual content, for example, um.
00:13:41.370 –> 00:13:50.820 Shondell: You know, like Netflix, for example, is a content provider they made us they make TV shows, but they advertise those TV shows.
00:13:51.210 –> 00:14:00.960 Shondell: To people so that they can subscribe to Netflix and actually watch it so it’s the distribution of the content and how that’s marketed so that people can actually see it, because if you.
00:14:01.440 –> 00:14:09.060 Shondell: Just kind of create content and no one knows about it, then it’s kind of dead content, so the marketing of that is what content marketing is.
00:14:10.020 –> 00:14:22.890 Joseph McElroy: You know I read, I read it, I just read this morning I was like what is this point, I think they’re spending $193 billion a year, so creating content business in the United States right, but only.
00:14:24.150 –> 00:14:44.370 Joseph McElroy: Only less than half of that I think is actually getting read right, can you imagine that there that you know, like like like that’s over you know over almost 100 billion dollars worth of wasted every year of wasted money man spent on content that no but it’s not even read.
00:14:44.490 –> 00:14:45.240 Shondell: owns reading it. I know.
00:14:45.810 –> 00:14:55.350 Joseph McElroy: that’s a crazy investment that’s the wrong thing so, but you know I don’t you think that’s because people are just not doing content right.
00:14:56.280 –> 00:15:05.040 Shondell: I think there are a few things um sometimes people are creating content and it’s not being marketed where their ideal customer is.
00:15:05.430 –> 00:15:06.720 Shondell: that’s one thing.
00:15:06.930 –> 00:15:17.640 Shondell: Another thing too is sometimes you could be marketing content, where your customer is but it’s not what your customer wants so there are so many different factors into why the content may not.
00:15:18.090 –> 00:15:22.680 Shondell: Be why it’s not read there’s there are many different factors because you can be creating content.
00:15:22.920 –> 00:15:28.830 Shondell: And you can put it exactly where your ideal customers are, but if you don’t know your ideal customer the content won’t resonate with them.
00:15:29.100 –> 00:15:39.930 Shondell: So the first thing you have to really do is really get to know who they are so that you can create what they want, because oftentimes we create what we want and what we want, may not necessarily be what the ideal customer want.
00:15:40.230 –> 00:15:51.360 Shondell: So we always have to remember that it has nothing to do with us it’s all about them and the more we know about them, the better able, you are to serve them because that’s really all it is it’s really you trying to provide.
00:15:51.690 –> 00:16:03.810 Shondell: A solution to whatever problem, it is that they have, through the content that you create so they know about you, so they start to like you, so they start to trust you so they start to do business with you so that’s really what it when it comes down to you.
00:16:04.170 –> 00:16:05.160 Joseph McElroy: Well, how would a.
00:16:06.240 –> 00:16:13.350 Joseph McElroy: Businesses start getting to understand what they’re there, what would they do, what would be the process for them to understand what their customers are wanting.
00:16:13.980 –> 00:16:18.570 Shondell: I say show up where they are you’ve got to find out where they congregate where Where do they hang out.
00:16:18.840 –> 00:16:26.400 Shondell: and show up there, and just be that fly on the wall to see what they’re talking about what are they complaining about what are some misconceptions that they have.
00:16:26.970 –> 00:16:33.810 Shondell: you’ve got to get where they are and start building relationships with them to get to know who they are because they’re really just people like you and I.
00:16:34.440 –> 00:16:45.300 Shondell: really just finding out who they are what are they like what are they into and then that that has to be done before you even start creating any kind of content, whether it’s written whether it’s audio whether it’s video.
00:16:45.840 –> 00:16:53.520 Shondell: Because if you don’t know who they are, it makes it very difficult to create content I don’t think it should be a guessing game, you really just provide the content that they want to know.
00:16:54.030 –> 00:17:01.710 Shondell: So Questions that they’re asking so wherever they are, is where you have to show up Facebook groups are a great place for.
00:17:02.670 –> 00:17:12.870 Shondell: Finding your ideal customer if they’re on Facebook because there are Facebook groups for everything, so if they are on Facebook, that on that strategy only works if they’re on Facebook if they’re not then forget.
00:17:12.870 –> 00:17:13.320 Facebook.
00:17:14.550 –> 00:17:23.490 Shondell: on Facebook chances are they’re in some type of Facebook group and groups are great because you’ve got a lot of people congregating there about one particular topic.
00:17:23.790 –> 00:17:33.540 Shondell: Right so whether it’s mortgaged, whether it’s investments, whether it’s crypto whatever it is that your service you offer you’ve got to find out where they are and show up there consistently.
00:17:34.380 –> 00:17:48.150 Joseph McElroy: mm hmm well you know you know I’ve been involved in my inbound marketing bill for a long time and there was always the concept of creating buyer personas and understanding the journey.
00:17:49.680 –> 00:17:53.370 Joseph McElroy: You think that’s still necessary for a business that’s doing content marketing.
00:17:53.760 –> 00:18:04.800 Shondell: Absolutely, especially since we focus on financial institutions and their journey is literally a bank and have a client or customer from 18 till retirement when you think about it right and.
00:18:05.160 –> 00:18:10.410 Shondell: And you know somebody at 18 is going to want something different than somebody at 50 so.
00:18:10.890 –> 00:18:18.390 Shondell: But you know one person, they can both want a mortgage but they could both be in different parts of their journey like you know, a 20 something-year-old.
00:18:19.290 –> 00:18:31.230 Shondell: Maybe looking for their first home a 50-year-old may be looking for their second home third home or rental property or something different, but both need mortgages both want homes just for different purposes so.
00:18:31.650 –> 00:18:42.570 Shondell: Knowing knowing where your customer is on their journey and trying to fulfill their needs throughout their journey helps you to have long-lasting customers and long-lasting relationships with your customers.
00:18:42.750 –> 00:18:43.950 Joseph McElroy: You can always help them.
00:18:45.060 –> 00:19:02.070 Joseph McElroy: You know in my you know my work, you know I do a lot of couple different things, one is doing the SEO you do keyword research, how do you do keyword research and your content marketing you find it effective to help understand what the conversation is.
00:19:02.370 –> 00:19:03.780 Shondell: Absolutely yeah.
00:19:04.590 –> 00:19:16.350 Shondell: The we don’t do the actual keyword research oftentimes our customers are they have they’re doing SEO so they’ll give us the keywords we typically will come up with topics for them, so we will come up with topics.
00:19:16.620 –> 00:19:24.840 Shondell: Around the keywords so obviously we’re going to come up with topics, based on what people are searching for they’ve already done, the research they know what their customer wants what their customers are searching for.
00:19:25.080 –> 00:19:36.900 Shondell: And then we’ll typically come up with topics, based on the keywords and then organically at the keywords throughout the content but yeah keywords are huge because that tells you exactly what your potential customers are searching for on Google.
00:19:37.140 –> 00:19:45.870 Shondell: And you can create some great content surrounding what it is they’re searching for so we add keywords are huge that is all about helping them get ranked at the end of the day, so.
00:19:45.930 –> 00:19:54.060 Joseph McElroy: Absolutely yeah I think it’s fine I think it’s interesting to find use keyword research to actually find topics to yeah.
00:19:55.080 –> 00:20:09.960 Joseph McElroy: There was a company that came on here and did a podcast with me on they have an Ai platform for SEO called the Surfer SEO right and I like to use it, because.
00:20:11.040 –> 00:20:19.380 Joseph McElroy: I can do, I can generate a sort of a poor man’s content plan in a minute right because I can put in a keyword and I’ll and I’ll generate.
00:20:19.980 –> 00:20:37.050 Joseph McElroy: You know 100 different page ideas with 10 keywords per page with volume and everything else right based upon what the other, the other sites out there that are ranking for that keyword have had newly written about.
00:20:37.530 –> 00:20:49.740 Joseph McElroy: Right, so it gives you like the top under hundred and 50 so it’s a fast way you know, using keywords to try to you know it’s not necessarily the best content but gives you a really great starting point right.
00:20:50.250 –> 00:21:03.090 Joseph McElroy: Is it, you know, is there any tools like that that you can identify like maybe buzz sumo in the social media say subspace that helps people find out what that conversation maybe be part of it is.
00:21:03.780 –> 00:21:15.930 Shondell: We don’t get so much involved in the keyword research, because they usually have SEO agencies that do that, or the larger banks already have their own team that’s doing that, so we usually come in, after they’ve already.
00:21:15.960 –> 00:21:22.230 Shondell: done that they’ve already keywords and then they give the keywords to us so we’re we’re strictly the written.
00:21:22.260 –> 00:21:24.360 Joseph McElroy: content on the room side of the thing that the.
00:21:24.990 –> 00:21:29.940 Shondell: Other finding the order to know a bit SEO there we used to actually write for digital marketing agencies but.
00:21:30.390 –> 00:21:40.500 Shondell: kind of honed in and it’s a whole other beast all of its own like there’s many companies out there that All they do is SEO they’re just SEO agencies and that’s all they do.
00:21:40.890 –> 00:21:55.800 Shondell: And then they may outsource the content or they may you know hire internally for that so that’s a whole different beast, but I do know that our some of our customers, they just use Google for their research as well, quite a few of them use Google just to get there.
00:21:55.950 –> 00:21:56.610 Joseph McElroy: Yeah
00:21:56.880 –> 00:22:00.960 Shondell: down, but some of them use some of the other companies use SEO agency that finally.
00:22:01.440 –> 00:22:12.270 Joseph McElroy: Do you use it use any tools and you’re when you’re creating content is, are you basically using your expertise and knowledge, or do you have any tools to assist you.
00:22:12.990 –> 00:22:22.050 Shondell: Not tools per se typically it depends on the type of content we’re writing but expert opinions that we get so we may do interviews to write some of the content.
00:22:22.620 –> 00:22:34.860 Shondell: Some of our we may listen to podcasts where an expert speaking to get some of the content, so we do draw from different areas to write the content, depending on the topic, but specific tools to help us come up with.
00:22:36.180 –> 00:22:40.410 Shondell: Or, to help us write the content, not so much so, because it’s very research-intensive.
00:22:40.830 –> 00:22:41.160 Shondell: So.
00:22:41.370 –> 00:22:51.690 Shondell: it’s mainly just doing the research to get the information to write the content, so not actual tools that help us to write content notes it’s too we do it the old fashioned way.
00:22:51.840 –> 00:22:52.260 Joseph McElroy: We have.
00:22:52.770 –> 00:22:57.660 Shondell: because all of our all of our content that we write it’s all unique it’s all customized so.
00:22:58.410 –> 00:23:04.080 Shondell: We don’t write a standard, you know a piece of content that you know five banks will use it’s all customized to what they want.
00:23:04.530 –> 00:23:15.600 Shondell: So it’s nothing we can’t use a specific tool to get a paragraph known we don’t do that was the old we got to do it the old fashioned way, especially for it to get ranked it’s got to be unique it’s got to be original.
00:23:15.690 –> 00:23:18.240 Shondell: Right oh yeah we still do that.
00:23:18.690 –> 00:23:20.430 Joseph McElroy: So um so you do.
00:23:21.450 –> 00:23:26.250 Joseph McElroy: have an overall niche you know financial companies right for your business, but you know writing content.
00:23:26.790 –> 00:23:46.380 Joseph McElroy: You know there’s actually a lot of niches in there for what your target is and what they’re wanting to consume, or do you focus just on one niche within that that financial services, or do you focus on multiple niches for content for in the financial services field.
00:23:46.710 –> 00:23:54.660 Shondell: So we mainly only right for banks credit unions and mortgage companies we don’t write for insurance companies with which would also fall into the financial institutions.
00:23:55.200 –> 00:24:04.650 Shondell: So we don’t write insurance product stuff it’s mainly mortgage-related is the majority of the content that we write and then we’ll have some clients that.
00:24:05.130 –> 00:24:13.140 Shondell: We do have some customers that are getting into the crypto space, so we do have a couple of writers that are very that handle the crypto stuff.
00:24:13.740 –> 00:24:20.340 Shondell: But there are times, where our customers may come and they may ask us to read on a specific topic and we just may say no because we just are not.
00:24:21.600 –> 00:24:27.780 Shondell: You know burst there, but the majority of content we write is around your retail banking products.
00:24:28.740 –> 00:24:30.660 Joseph McElroy: cool and you know when you.
00:24:31.680 –> 00:24:37.530 Joseph McElroy: When you’re making that content what I’m trying to get to is, I think that there’s you know people you know.
00:24:38.220 –> 00:24:44.910 Joseph McElroy: Most industries I’ve ever been involved with there’s usually you know different customers in different stages of the buying journey.
00:24:45.180 –> 00:24:59.280 Joseph McElroy: there are different types of customers, you know that are potentially buying there’s also partners and there’s refers and there’s do you do, do you differentiate when you’re doing your content across all those kind of niches within the niche yes.
00:24:59.310 –> 00:25:11.760 Shondell: Yes, so, for example, like the buyer personas you’ll have you know 18 to 25-year-olds 25-year-olds to 40-year-olds and then even within there you’ll have first-time homebuyers you’ll have people who.
00:25:12.810 –> 00:25:27.720 Shondell: You know our renters you’ll have people who want credit cards they’re going for you know their car loans So yes, it is broken down because the range of customers that our clients have are just all over the place they’re pretty much everybody between 18 and retirement.
00:25:27.960 –> 00:25:38.880 Shondell: So yeah, it has to be broken down because those different audiences are going to want different things, and even even you know if we’re even product.
00:25:39.600 –> 00:25:49.350 Shondell: related So if you know if the one you can even have like 25 to 45 year olds, but you know, some are focused on loan, some are focused on investments, others are focused on.
00:25:49.620 –> 00:25:53.970 Shondell: You know, buying a home buying a second home buying a rental property, so it really depends on.
00:25:54.660 –> 00:26:02.910 Shondell: The audience, as well as what that audience wants and sometimes even that is segmented so it does it just depends on what they’re focused on at that particular time.
00:26:03.540 –> 00:26:11.670 Shondell: will determine what we’re writing about but yeah it’s all broken down into exactly who we’re targeting and what they want to know okay.
00:26:12.150 –> 00:26:18.210 Joseph McElroy: cool so we’re gonna have another break now and then we’ll come back we’ll talk more about targeting your niche.
00:28:22.200 –> 00:28:30.870 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the wise content creates wealth podcast my guest Shondell Varcianna.
00:28:31.980 –> 00:28:39.510 Joseph McElroy: So Shondell, you know if there’s a business owner here or listening, or you know manager of a
00:28:40.710 –> 00:28:53.070 Joseph McElroy: Marketing department that’s got to start doing more content marketing or even even just begin from the to do it, what kind of advice would coaching would you get give them to get started.
00:28:53.640 –> 00:29:01.980 Shondell: yeah I would definitely say find out where your target audiences and and show up there, and just listen to what conversations they’re having.
00:29:02.250 –> 00:29:10.050 Shondell: So you can get an idea of what it is they want to know um listen for look for patterns look for you know what people are complaining about.
00:29:10.290 –> 00:29:21.330 Shondell: What questions people have some misconceptions people may have, and I would start creating content around that and, of course, posting it where it is they hang out and start.
00:29:22.260 –> 00:29:31.230 Shondell: Having conversations with them like if they are you know, wherever they are, whether it’s tik tok whether it’s clubhouse wherever it is.
00:29:31.770 –> 00:29:39.660 Shondell: don’t be afraid to go in the comments section, if they’re in Facebook groups and they’re asking questions, and if you can answer those questions.
00:29:40.110 –> 00:29:47.640 Shondell: Because that is part of building the relationship with your ideal customer, but I would get in there and get to know who they are, and then start creating content.
00:29:48.210 –> 00:29:56.790 Shondell: Based on that and don’t be afraid to try different things, because sometimes you may not know if they want the written content if they want audio if they want video.
00:29:57.000 –> 00:30:05.010 Shondell: So I would try different things, and then always pay attention to the analytics pay attention to what are the most engaged with pay attention to.
00:30:05.220 –> 00:30:13.590 Shondell: The different types of content that you’re putting out the topics and what people are what’s resonating with people more and then just create more of that.
00:30:13.860 –> 00:30:20.580 Shondell: So it really is testing testing testing, as you are creating content and also you’ve got to be consistent.
00:30:21.240 –> 00:30:32.580 Shondell: Because out of sight out of mind so you’ve always got to be posting you’ve always got to be paying attention to what your ideal customer is what’s resonating with them and continue to just create content based on that.
00:30:33.240 –> 00:30:43.080 Joseph McElroy: Would you recommend looking at competitors and what’s being successful and then you know doing something with the candidate that that whatever they’re creating.
00:30:43.650 –> 00:30:51.150 Shondell: I think, yes and no I think so Okay, I do think you should pay attention to what they’re doing but don’t get lost in that.
00:30:51.900 –> 00:30:58.050 Shondell: Sometimes people stay so focused on what their competitors are doing that they’re not in tune with what their ideal customer wants.
00:30:58.320 –> 00:31:06.540 Shondell: I think the focus needs to be more on what your ideal customer wants and honing in on that and creating content that you know it’s going to resonate with them.
00:31:07.290 –> 00:31:13.830 Shondell: At the same time keeping your eye on what your competitors are doing as well, but sometimes I just see too many people so focused on their competitors.
00:31:14.340 –> 00:31:24.270 Shondell: they’re not they’re more focused on their competitors than they are on their ideal customer, which is never a good thing, because the more you know your ideal customer, the less likely they are going to leave you when you do get done.
00:31:25.050 –> 00:31:29.130 Shondell: That that’s just what I have found so that that would be what I would say.
00:31:29.790 –> 00:31:38.700 Joseph McElroy: When you know if there’s something that they ask you how long does it take to see some success with content marketing what’s your answer.
00:31:39.540 –> 00:31:50.700 Shondell: I cannot give you an exact answer, but it does depend on how often you post and how consistent, you are because some organizations, will you know they’ll post once a week.
00:31:51.510 –> 00:31:57.600 Shondell: And they’re upset when they don’t see results after a few months, but consistent to me is every day.
00:31:57.990 –> 00:32:04.770 Shondell: So you’ve got to be posting like every single day, I mean the big brands are posting multiple times per day.
00:32:05.160 –> 00:32:12.540 Shondell: And the reason why they’re posting multiple times per day is exactly to your point earlier because everybody is not seeing everything they post.
00:32:12.810 –> 00:32:19.260 Shondell: Right, so the more you post, the more likely there is for your ideal customer to see it, and if they continuously see it.
00:32:19.590 –> 00:32:31.410 Shondell: They may not be ready to buy right now, but they may be ready to buy in six months, so it is a long game when it comes to content, but the fact the results come faster, the more consistent, you are, and the more you are posting.
00:32:32.280 –> 00:32:38.520 Joseph McElroy: What do you think is a good indicator that you’re doing well with the content marketing that you’re getting enough out there.
00:32:38.700 –> 00:32:40.020 Joseph McElroy: Business this.
00:32:41.850 –> 00:32:43.050 Shondell: that’s the number one indicator.
00:32:43.470 –> 00:32:45.870 Joseph McElroy: Early early on, maybe that.
00:32:45.870 –> 00:32:51.030 Joseph McElroy: Maybe you haven’t a success, but then sometimes there’s a lag between success and by.
00:32:53.010 –> 00:33:00.270 Shondell: You know what I would also say, too, is there are many different ways to um when it comes to content, like immediate.
00:33:00.570 –> 00:33:06.450 Shondell: Results you’re going to have to do some paid stuff you’re going to have to do some PPC ads or Facebook ads.
00:33:06.660 –> 00:33:11.850 Shondell: That will give you the immediate now the organic content that we’re talking about is more the long game.
00:33:12.090 –> 00:33:21.090 Shondell: And a lot of people do both combine both because you want the consistency over a long period of time, but if you’re wanting the immediate results you’re going to have to get into you know.
00:33:21.510 –> 00:33:28.380 Shondell: Pay per click ads and Facebook ads you’re gonna have to start paying for ads because that gives you gets you directly into.
00:33:28.710 –> 00:33:33.060 Shondell: directly in front of your ideal customer and you know, the way it works, the more money you pay.
00:33:33.330 –> 00:33:46.920 Shondell: The more they show your ads to people so that’s just the name of the advertising game, but that’s what I would say if you want more immediate results in terms of posting that’s more organic which takes a longer time cool.
00:33:47.430 –> 00:33:55.680 Joseph McElroy: So you mentioned briefly Facebook and you have a Facebook strategy that you really like to use right what is that.
00:33:56.250 –> 00:34:04.230 Shondell: yeah so if I’m kind of I kind of touched on it earlier if your ideal customer is on Facebook, I would say to.
00:34:04.770 –> 00:34:14.130 Shondell: Whatever service or product, you are offering find Facebook groups where people are interested in that particular product so I’ll just give you a quick example of our ideal customer.
00:34:15.000 –> 00:34:21.570 Shondell: You know, naturally, they sell mortgages, so I would tell them to join and if they’re targeting first-time homebuyers I would tell them to join.
00:34:21.840 –> 00:34:29.130 Shondell: To Facebook groups that are targeting first-time homebuyers so you just really just go into groups on Facebook and put first-time homebuyer groups.
00:34:29.430 –> 00:34:36.420 Shondell: And, whatever it is that you’re selling and you’re you know you’re looking for your ideal customer you just can search on Facebook groups and see what comes up.
00:34:36.720 –> 00:34:43.350 Shondell: I would say just joined the top two so talk to meeting the two that have the most people and are the most active.
00:34:43.620 –> 00:34:50.550 Shondell: Because you’ll find some Facebook groups that have people but they’re not active and active meaning they post at least five to 10 times per day.
00:34:51.000 –> 00:34:57.210 Shondell: And the reason why you want to get into groups that are most active and have the most people is just that you’ll get the best bang, for your time.
00:34:57.450 –> 00:35:02.850 Shondell: Because they’re always posting there’s a lot of people in there and it will be quicker for you to get to know your ideal customer.
00:35:03.060 –> 00:35:11.970 Shondell: Because you’re going to start seeing questions and what you’re looking for is patterns you’re looking for what are a lot of people complaining about what are questions that several people have and.
00:35:12.300 –> 00:35:20.790 Shondell: If you can answer those questions answer them because in these groups you’re not able to really sell your services when you join these groups, they specifically say, do not sell yourself.
00:35:21.270 –> 00:35:30.180 Shondell: But you don’t need to if you’re consistently providing value meaning you’re answering questions that people have because people will see you over time.
00:35:30.870 –> 00:35:38.460 Shondell: While you’re doing that, of course, your Facebook page should have exactly what you do your contact information website, whatever it is, everything that you do.
00:35:38.790 –> 00:35:46.110 Shondell: On there, and as I would say about it’s probably going to take you a few months before you start to see patterns and start to see exactly what you know.
00:35:46.470 –> 00:35:49.650 Shondell: People are talking about misconceptions and stuff people have.
00:35:49.890 –> 00:35:58.320 Shondell: Then you want to start creating content, based on what they’re talking about on your Facebook page because if you’re it’s a holistic approach that we’re going after.
00:35:58.560 –> 00:36:03.780 Shondell: As you’re creating content that they’re talking about you’re still commenting in there you’re still answering questions.
00:36:04.050 –> 00:36:13.620 Shondell: Eventually, they’re going to realize this person is always answering questions this person is always in here they’re probably going to go on your page or maybe just say, can I bm you for more information.
00:36:14.220 –> 00:36:22.860 Shondell: Another thing that you can do to take it a step further, is things that they’re talking about questions that they’re asking if you want to get into search engine optimization.
00:36:23.490 –> 00:36:34.260 Shondell: Based on what they’re asking see if there are keywords that they’re also searching for on Google, so they may be asking questions on Facebook and also searching for those same things on Google, so you want to look and see.
00:36:34.800 –> 00:36:46.830 Shondell: What they’re also searching for on Google and then you can create a search engine optimization strategy as well, and then get into the content on your website, based on what it is they’re searching for on Google so as I was saying it’s a holistic approach.
00:36:47.190 –> 00:36:52.530 Shondell: But that’s where I would start and that’s a little Facebook strategy to help you to get to know your ideal customer.
00:36:52.740 –> 00:37:04.620 Shondell: And to get them over to your side, because the goal at the end of the day is you want to get to know them, but you either want them to subscribe to your blog you want to you really want to get their email address at the end of the day so that they can.
00:37:05.610 –> 00:37:11.070 Shondell: So you have their contact information so that you can reach out to them, and that will only come by having some type of.
00:37:12.600 –> 00:37:20.820 Shondell: You know whether it’s a checklist something that you can offer them that they would actually give you their email address that should be on your website, which should be on your Facebook page.
00:37:21.210 –> 00:37:30.660 Joseph McElroy: Which is an important part of content marketing is realizing that you got to persuade them once they get to your landing pages your pages.
00:37:31.800 –> 00:37:42.870 Joseph McElroy: For me, wise content, you know my concept, the wise content really is big in that arena right because you got to use psychology you got to use every trick in the book to get people to take an action.
00:37:43.800 –> 00:37:45.690 Shondell: And that and that takes time because.
00:37:45.750 –> 00:37:50.970 Shondell: You know and oftentimes you don’t like even people who’ve been creating content.
00:37:51.270 –> 00:38:03.990 Shondell: I mean Coca-Cola, and the big brands, they still spend billions of dollars on advertising because there’s still testing there’s still tweaking they’re still trying to get better and better and better and the other thing too is people change right.
00:38:04.170 –> 00:38:04.590 Joseph McElroy: and
00:38:04.650 –> 00:38:12.180 Shondell: The more you know your customer you’ll know when they change so that you can change your marketing, so you can change your message, so it continues to resonate with them.
00:38:12.480 –> 00:38:21.510 Shondell: that’s why these big brands spend so much money cuz I mean they want the business at the end of the day, and they want to get in front of their customer more and more and more.
00:38:22.350 –> 00:38:30.780 Joseph McElroy: And what do you think about a time about Facebook, what do you think about advertising on Facebook like promoted posts and things like that, as part of your content to post plan.
00:38:31.080 –> 00:38:40.050 Shondell: yeah I think I think Facebook is brilliant I think they’re just up there with PPC ads it just depends on what you’re selling.
00:38:40.470 –> 00:38:44.910 Shondell: Because Facebook ads don’t work for everything it really depends on your product or services.
00:38:45.510 –> 00:38:51.180 Shondell: But I think Facebook they’re brilliant, in my opinion, I from where they’ve come from to where they are now.
00:38:51.930 –> 00:38:57.030 Shondell: It is crazy and I know people have talked about different things that they’re doing but in terms of advertising.
00:38:57.810 –> 00:39:05.610 Shondell: yeah they’re depending on what your product or services, I think, Facebook is huge, the time I mean you can literally target people on a street.
00:39:05.910 –> 00:39:21.150 Shondell: With Facebook ads, it’s very, very targeted and the more you spend, the more they will show your ad to people on a particular street like it’s insane how but, again, that only works if your audience is on Facebook right that’s.
00:39:21.390 –> 00:39:23.910 Joseph McElroy: Something like teenagers probably no longer on Facebook.
00:39:24.420 –> 00:39:25.920 Shondell: they’re like they love to tik tok
00:39:26.760 –> 00:39:35.520 Shondell: Snap chat they like Snapchat clubhouses getting really, really popular, especially for mortgage products and stuff there are a lot of.
00:39:35.730 –> 00:39:37.770 Shondell: Choices yeah so that.
00:39:37.860 –> 00:39:50.220 Shondell: And that’s what I was saying earlier about shifting with your audience like you’ve got to know where they are because if they were on one platform and now they’ve moved on to another platform, you need to know that so that you can go on that platform with that word.
00:39:50.760 –> 00:39:53.970 Joseph McElroy: Well, I mean people actually are on multiple platforms.
00:39:55.140 –> 00:40:02.880 Joseph McElroy: and different niches of your audience on different platforms, so it does become a whole puzzle right yeah.
00:40:02.970 –> 00:40:11.310 Shondell: It does and different platforms, the message is different on different platforms gotta learn, you know again why it’s a long game.
00:40:11.760 –> 00:40:18.420 Joseph McElroy: You know I’m not going to be dancing on Facebook, but I might have to dance on TikTok
00:40:20.040 –> 00:40:21.870 Shondell: You can have your twins dance on.
00:40:23.280 –> 00:40:24.390 Shondell: People would love that.
00:40:26.160 –> 00:40:27.180 Joseph McElroy: My wife wouldn’t.
00:40:31.110 –> 00:40:39.450 Joseph McElroy: All right, we’re gonna take a final break and then come back finish up with you know some other insights you might want to leave us with, and how people can reach you and that’s.
00:42:39.300 –> 00:42:48.000 Joseph McElroy: hello, this is Joseph Franco McElroy back with the wise content creates wealth podcast my guest Shondell Varcianna
00:42:49.050 –> 00:42:56.670 Joseph McElroy: So, Shondell, l what, what do you think are the common mistakes that people make when they’re creating or writing content or doing content marketing.
00:42:57.300 –> 00:43:08.280 Shondell: As common mistakes are definitely thinking that you can post whenever you want cuz that’s I think posting whenever you want is just not going to be enough to move the needle.
00:43:08.880 –> 00:43:17.010 Shondell: So that’s definitely a common mistake and just not being consistent and then, when they do post, they may not just not consistent with the content.
00:43:17.370 –> 00:43:26.280 Shondell: And the consistency is just so important because it’s in the consistency of you, creating content, which is going to help you to know what’s working and what’s not working.
00:43:27.060 –> 00:43:39.990 Shondell: Which is why I always recommend being consistent because it’s it’ll tell you it’ll give you more data to look at to see what’s working what’s not working, so you can stop doing what’s not working, and continue to do what’s working.
00:43:41.490 –> 00:43:54.930 Joseph McElroy: And you know people that have made mistakes, they are not done it correctly, they the businesses come at you, and they say well this doesn’t work I’ve never had success with content or doesn’t drive revenue, what do you, what do you talk to them about.
00:43:55.380 –> 00:44:00.690 Shondell: I usually ask them why is that and what they’re doing that’s usually my question before.
00:44:01.260 –> 00:44:06.990 Shondell: My getting into why it doesn’t or it’s not working doesn’t make sense and if I find out what it is they’ve been doing.
00:44:07.230 –> 00:44:18.450 Shondell: Because, maybe it does work it’s just what they’ve been doing is not working and there could be a million reasons why it’s not working, so I would have to dig a little bit deeper to find out exactly what they’re doing and.
00:44:19.230 –> 00:44:28.680 Shondell: really find out who they are, who their target audiences and how we can bridge that gap, and then where is their target audience and are they consistently in front of their target audience so.
00:44:29.280 –> 00:44:33.390 Shondell: there’s a lot of questions that have to be asked because we get that question all the time.
00:44:33.810 –> 00:44:43.260 Shondell: And oftentimes it’s the common mistakes that I just mentioned they’re kind of posting whenever they want they’re not posting where their ideal customer is they’re not answering questions that their ideas, because.
00:44:43.740 –> 00:44:50.880 Shondell: At the end of the day, content has to solve some type of problem right people are searching on Google because they’re looking for something.
00:44:51.300 –> 00:44:55.590 Shondell: And what they’re looking for you should be providing it to them through your content.
00:44:55.920 –> 00:45:04.230 Shondell: right if they’re not looking for what you’re providing then that’s not going to resonate with them right they’re always typing in questions that there’s something that people are searching for.
00:45:04.500 –> 00:45:09.960 Shondell: On Google, which is why they’re typing in a question or whatever it is they’re typing in they’re looking for something right.
00:45:10.260 –> 00:45:15.540 Shondell: So you’ve got to be that answer to what it is they’re looking for whether it’s a question, whatever problem they have.
00:45:15.840 –> 00:45:27.840 Shondell: that’s really what it comes down to is giving them what they want, through the products and services that you offer and maybe you can’t even give them what they want to your products and services which is fine, because that just means that’s not your ideal customer.
00:45:29.250 –> 00:45:44.340 Joseph McElroy: Well, you know it sounds like you built your business by content, right from the get-go you started getting pretty well known for right, but what would you say is you know if you had to point to a single piece of content that was your most successful What would you say that was.
00:45:46.440 –> 00:46:03.000 Shondell: You know what stories resonate really well with people um I think the best content in all honesty that is usually content that’s not related to products, so it and what I mean by that is let’s say.
00:46:03.750 –> 00:46:12.690 Shondell: For our customer’s example, for example, you know they’re all selling mortgages right, but people want that feel-good story people want to see Okay, how did.
00:46:13.020 –> 00:46:22.980 Shondell: Amy and brad get from A to Z how did they get from declaring bankruptcy to now owning a 6000 square foot house that’s what people want to know.
00:46:23.250 –> 00:46:30.480 Shondell: Because, at the end of the day, most people aren’t buying houses with cash they’re going to need a mortgage but people often want the backstory people often want to know.
00:46:31.080 –> 00:46:41.580 Shondell: You know what can they do to get to where it is they want to go so it’s oftentimes not product-related it’s kind of like Nike Nike does a brilliant job at advertising to me.
00:46:41.910 –> 00:46:46.170 Shondell: They focus on the story they’ll focus on the Serena Williams story.
00:46:46.950 –> 00:46:53.730 Shondell: Like after you watch that you feel like you can hit a tennis ball like Serena Williams so you’ll you’ll go by the Nike shoes.
00:46:54.540 –> 00:47:01.800 Shondell: they’re not talking about the Nike shoes, but they’ll talk about how Serena got started and where she is today and what she’s wearing Nike shoes.
00:47:02.190 –> 00:47:02.490 Joseph McElroy: So I.
00:47:02.580 –> 00:47:09.600 Shondell: want to go buy Nike shoes so oftentimes it’s not necessarily the product it’s the feel-good story of the triumph of.
00:47:09.960 –> 00:47:18.570 Shondell: have somebody going from A to Z and people want to see that, because then we can put ourselves in that story and say you know what maybe I can do that.
00:47:18.840 –> 00:47:31.230 Shondell: Maybe I just declare bankruptcy, maybe I can build my credit and save up money get a part-time job start a side business, and I could buy that 5000 square foot home, those are the most powerful pulse tonight.
00:47:32.610 –> 00:47:40.560 Joseph McElroy: So you know in this content game, I think one of the most under talking about, but, most probably the most critical.
00:47:41.880 –> 00:47:55.350 Joseph McElroy: thing is execution is how do you manage all that content getting it produced and getting it out there, and if you’re doing it on a scale how what are some of the recommendations, you would have for people and the just the management of doing content.
00:47:55.920 –> 00:47:56.640 Shondell: hire a team.
00:47:59.340 –> 00:48:09.900 Shondell: yeah it’s I mean, and you know oftentimes when somebody is tasked to create content they’re usually doing a million other things right they’re not just creating content.
00:48:10.380 –> 00:48:17.340 Shondell: Because we’re just a company, and all we do is write content that’s it and you know it’s a lot because we’ve got a team of people but oftentimes.
00:48:17.700 –> 00:48:25.440 Shondell: In a business, you know the person that’s creating content is also managing a marketing team, where they have to do, social media and then they have to do blog posts.
00:48:25.680 –> 00:48:39.270 Shondell: And they’ve got to do pet like they’re just wearing so many different hats, which makes it very, very difficult, but what I would suggest if you are a one-man show or you just literally don’t have enough people to do the content on the scale is.
00:48:40.020 –> 00:48:45.090 Shondell: do things like create one piece like create one blog post that’s like 1000 words.
00:48:45.780 –> 00:48:54.270 Shondell: That one blog post and break it up into little snippets and you can literally create two weeks’ worth of content from one blog post.
00:48:54.480 –> 00:49:00.480 Shondell: And post that on social media and you scheduling sites like buffer there’s a bunch of scheduling sites so you’re not literally.
00:49:00.780 –> 00:49:07.350 Shondell: posting every single day, I would say, take that one piece of content break it up and schedule that for social media posts.
00:49:07.680 –> 00:49:14.280 Shondell: Then you can maybe turn some of that content into a video you can turn some of that into audio.
00:49:14.790 –> 00:49:28.680 Shondell: Also, if you have podcasts that you do, you can take the podcast and turn that into a blog post, you can take snippets of it and post it on social media so learn to repurpose content if you don’t have enough people to create a large amount of content.
00:49:29.160 –> 00:49:36.630 Shondell: that’s what I would say to do because repurposing content can be so powerful and then you don’t have to spend so much time creating content every single day.
00:49:37.680 –> 00:49:39.540 Joseph McElroy: This is the beginning of this question.
00:49:40.410 –> 00:49:55.230 Joseph McElroy: I asked you what you would what your advice would be for somebody trying to manage all this content your response was to hire a team that is a wonderful little vignette quote to put up a little video or a little something you know, on social media because it’s sort of funny.
00:49:55.410 –> 00:49:56.250 Joseph McElroy: But it also.
00:49:56.460 –> 00:50:02.040 Joseph McElroy: But it also addresses the problem you know gives a real answer to yeah yeah.
00:50:02.130 –> 00:50:06.900 Shondell: yeah it’s definitely a little snippet that could be posted as well and I may do that actually.
00:50:08.160 –> 00:50:14.250 Shondell: break up this and post because you’re right and it’s the truth, but at the same time, I understand that not everybody is able to do that, so that.
00:50:14.250 –> 00:50:14.400 that’s.
00:50:15.480 –> 00:50:20.910 Joseph McElroy: Another answer grow yeah well no that’s well, then you can say find out what she had to say that we have.
00:50:24.960 –> 00:50:25.800 Joseph McElroy: that’s it.
00:50:26.370 –> 00:50:29.670 Joseph McElroy: So where is where’s content marketing going to be in five years.
00:50:30.990 –> 00:50:33.840 Shondell: Wherever the people go is where it’s going to be.
00:50:36.990 –> 00:50:39.180 Shondell: Honestly, it’s the same message go where the.
00:50:40.170 –> 00:50:40.770 Joseph McElroy: People go.
00:50:41.340 –> 00:50:49.230 Shondell: Like it’s funny I was on a podcast the other day, and someone asked you, that same question and I said if they’re at wendy’s go to Wendys like.
00:50:50.790 –> 00:51:03.210 Shondell: go where they go, because, in five years, there will be several other social media platforms out there, there will be, you know you know another there’s just there are so many different platforms that show up yeah.
00:51:03.690 –> 00:51:06.120 Joseph McElroy: You have to deal with it right.
00:51:06.180 –> 00:51:07.350 Joseph McElroy: Exactly exactly.
00:51:08.460 –> 00:51:10.470 Joseph McElroy: they’ll be the metaverse.
00:51:12.420 –> 00:51:14.010 Shondell: Yes, we’ll all be in the virtual.
00:51:14.100 –> 00:51:14.460 world.
00:51:15.930 –> 00:51:17.610 Shondell: yeah exactly well I’ll be in the matrix.
00:51:17.610 –> 00:51:21.720 Joseph McElroy: So if somebody wants to find out more about you and your company, where are they going to go.
00:51:22.140 –> 00:51:33.570 Shondell: Varcimedia.com is our website I’m on LinkedIn most often because that’s where my ideal customer is so I’m on there all the time, but my handle is Shondell Varcianna everywhere.
00:51:34.080 –> 00:51:35.010 Joseph McElroy: Okay cool.
00:51:36.270 –> 00:51:39.270 Joseph McElroy: And you have a blog or anything that you like people.
00:51:40.320 –> 00:51:41.310 Shondell: on our website website. varcimedia.com
00:51:41.340 –> 00:51:43.410 Joseph McElroy: cool
00:51:45.690 –> 00:51:52.890 Joseph McElroy: Look oh Thank you so much for being on our show it’s been a very pleasure you’re very knowledgeable that’s good so.
00:51:53.460 –> 00:52:03.720 Joseph McElroy: This is the wise content creates wealth podcast you can go to wise content creates wealth.com to find out about this podcast it’s also on a Facebook page.
00:52:04.680 –> 00:52:16.590 Joseph McElroy: facebook.com/wise content creates wealth we’re going to be every Friday from noon until 1 pm we’re on the talk radio dot NYC network.
00:52:17.580 –> 00:52:23.370 Joseph McElroy: which I recommend listening it’s a lot of live podcasts from small business big businesses to
00:52:23.700 –> 00:52:39.450 Joseph McElroy: Lifestyle to travel, I have another podcast on this network called gateway the smokies which talk about my motel and the smoky mountains adventures that you could have there so a big believer in this sort of thing, so thank you very much, see you guys next week it’s been a pleasure.