Skyscraper Pages and Pillar Posts: How to Create Powerful, Authority-Building Content
Episode 1421st July 2022 • Women Conquer Business • Jen McFarland
00:00:00 00:51:52

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The Women Conquer business show is an educational how-to

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women in business podcast.

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That features stories, marketing news and real life experiences

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from fun and friendly hosts.

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Jen McFarland and Shelly Carney.

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Join us as we dive into the details.

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So you can slay marketing, overwhelm, streamline processes

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and amplify your impact.

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You'll learn strategies and tactics, leadership skills, and practical advice

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from successful women entrepreneurs.

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To help you grow, nurture and sustain your business.

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hello?

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Hello.

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I don't know why I'm giggling, but there's something today about the amplify, your

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impact that just made me giggle, even though I've heard it for weeks and weeks.

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Hello and welcome to women Cocker business.

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My name is Jen McFarland.

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I'm joined by Shelly Carney.

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The amazing Shelley Carney.

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This week, we're going to talk about skyscraper pages.

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These are powerful authority building content that you can

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have to help your small business.

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Last week, we talked about topic clusters.

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If everybody remembers the whole chocolate cake example, that's

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making lists of topics or content themes based on your expertise.

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It's nice, and it's good to have a list, but what do you do with it?

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So this week we're gonna talk about sky scraper pages.

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There's sometimes called pillar posts.

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10 X content.

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They have a whole lot of different names for it.

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And we're gonna talk about this technique and think of it as the

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center of that topic cluster.

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So if we're thinking about the ultimate guide to chocolate cake and then

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how you break it all down, so you can really stand in your expertise.

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So I, what I wrote is think of this as the ultimate guide to ultimate guides.

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so that's what we're gonna talk about today, but there's also a lot going on.

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In the world and in our lives.

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So let's talk.

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Everything, every, all the things,

Shelley:

how you doing Shelly?

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That's I am doing well.

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I am expecting my husband to come pick me up in Arizona.

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He's coming tonight.

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We'll be here for a couple of days together and go home on Sunday.

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So I'm pretty excited about that.

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And my mom is doing well.

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I think.

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Everything takes about two weeks.

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She's been home two weeks this Saturday.

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So I think she's well transitioned.

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She's been to see the doctor.

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She's got her meds lined up.

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She's got her home healthcare workers lined up.

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Everything in medical equipment wise is in place.

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So I feel like they're ready for me to go ahead and go home.

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And my, my studio is here.

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I'm leaving everything here.

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If I need to come back.

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And I'm also going to teach them how to do video.

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Doctors visits before I leave so that oh, good.

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She doesn't have to get into transportation and go to the doctor

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because that it's a big effort.

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And it's very stressful for them both.

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So I will teach them how to do that.

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And they've got that lined up with the doctor on making those

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visits with the video camera.

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So we're excited about

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that.

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That's really awesome.

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And after my dad died and we've have the same.

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Situation lined up where, because you'll still be coming back and forth.

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So you need to have something set up so that you can come and work and do things.

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And it's the same thing with me going back to Boise to visit mom

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and help her out with some things.

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I have a setup.

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Now I, this last time I actually did what you did when I was there in what you did.

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Mm-hmm when I I was there in April, where I went.

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Have a whole setup in a bag like that.

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I can just plop on the desk so that I'm able to work and

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get things done because it's.

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It's just the reality when life changes that you have to be prepared for that.

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So Toby calls

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that a field kit, he packs it over totes.

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Whenever we have to go somewhere, he can just grab it, throw out the truck.

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We got a field kit.

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Yeah.

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Yeah.

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And I saw in your newsletter that Toby's outta town and then.

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We had it affirmed this morning when he called before show , which

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is not something he would normally do if he's in the same time zone,

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but he's several time zones away.

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So that's pretty neat too.

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I'm glad that he's doing that and getting to see his family.

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Last night he was talking to me about maybe moving to

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Florida to be with those grandkids.

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And I was like, oh, I, I'm not gonna stand in your way on something

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like that, because the family's

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important, family's really important.

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So yeah.

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How about if I save my Crow story until the end?

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Okay.

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There is a lot also going on in the world.

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Yeah.

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And I would say it's been as a.

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survivor of sexual assault.

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And as the owner of Women Conquer Business, has been phenomenally

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difficult to see everything that has changed in the world.

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I don't really feel like we are conquering anything as women right now.

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, it's a very difficult time for in, in the United States for women's health.

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It it's just been very difficult.

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That's

Shelley:

right.

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I think back to high school, when I had friends, some got pregnant, some

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had their baby, some had abortions, some gave their baby up for adoption.

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I, we experienced the entire gamut in high school.

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And these girls are now being told.

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Everything is illegal, you don't have any choice and for a a millennial.

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A gen Z person to be told you don't have any choice what's gonna happen there.

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I think I see a lot of pushback.

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coming

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a lot.

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It's interesting because Roe was instituted before I was born.

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So it's not something that I've ever known.

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It's just something I've seen or read about.

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So it's, it is a very.

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Difficult time.

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It is again, it's the totality of it as a, again, as a sexual assault survivor.

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If cases of rape and incest and when the mother's life is in danger in particular.

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I am pro-choice, but it's also in these cases that are considered generally

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considered exceptions even in the pro-life movement, like that are just

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gone now for 50% of the population.

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They don't have,

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so we're gonna lose our OB GYNs, yeah.

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I'm very likely gonna have to have a hysterectomy this year

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and I'm like, I need it now.

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before there's a a scarcity of OB GYNs to go to.

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Yeah.

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We live in different states and that's the complexity here.

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I live in the one state in the union that has a law that says it

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absolutely cannot be taken away.

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At least right now, and that's Oregon.

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And it's the only state in the union like that.

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So I acknowledge that my situation is different.

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other people.

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So it's really about making sure that resources are available so

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women can make health decisions.

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So so it has been very difficult.

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, I don't wanna spend too much time talking about it.

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Just kinda an acknowledgement on it.

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I

Shelley:

acknowledge that we feel the same things.

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You are all feeling, and please reach out to us.

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We are open to having discussions with you about whatever it

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is you need to talk about.

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And if you are interested in starting your own live streamer podcast to get.

Shelley:

Your message and your voice out into the world where people can hear you and

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what you've got to say in your activism, please contact us and we'll help you

Shelley:

get through that initial transition.

Jen:

Absolutely.

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Yeah.

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Yeah.

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My chat today so my chat item that I had put down is actually related to

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the podcast and it's a, and because I have a really good podcast episode

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about this whole incident that happened, and it was one year ago today.

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So it was when I was doing off and on podcasting last year,

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just when things would come up, I would do an episode about it.

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And so a year ago today, a Crow.

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A live Crow.

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flew down.

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I listened to that episode.

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How, when I first discovered you, that was what I listened to was that one.

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And I'm like, okay, this woman's wild and crazy.

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So we, and the amazing thing about this is, so we had a Crow fly

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down our chimney and we're like, man, we should really get some chimney

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caps, like cuz like you can put.

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A lot of people here have 'em you could put caps on your chimneys.

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So like that stuff doesn't happen.

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Have we done it?

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No.

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chimneys still need caps.

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So what happened last year?

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I can put a link to the show in the show notes is, so those Crow flew down the

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chimney and we have like glass doors.

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So like the glass doors were shut.

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All of a sudden we start hearing this Crow and I'm like that Crow.

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Really close.

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And so I like look in and I was like, ah, crazy at the fireplace . And so

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it's like this whole, like chain of events we called all over the earth to

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try to find somebody who would come and they're kinda like, best of luck lady.

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go for it.

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Yeah.

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So there's this whole story with a soccer net and like all kinds of stuff

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that we did, to shoe the Crow out.

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It turned out when we went to get the Crow.

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Like it, the Crow was just relieved and wanted out anyway.

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So like it had no interest in flying around the house, but that was our

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fear was that this Crow would be like wildly flying around the house.

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And so I used that episode.

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I used that incident to talk about.

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How to deal with the unexpected in your business.

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At least that's how I remember that episode being.

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And that episode goes into much more detail in the hilarity

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of that whole incident.

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And it's funny because I mentioned the chimney caps last week to my husband when

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we were walking around the neighborhood.

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And but I had forgotten that it had been a year ago.

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So that is a funny.

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That happened.

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And I, it really made me smile to see that Facebook post of here's

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what you were doing a year ago.

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chasing

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at crew and it crew in the Chiney trying to figure it out.

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So with that I guess it's time to go onto breaking news,

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breaking news.

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We don't have any music today.

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we're, it's a work in progress.

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Breaking news.

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Okay.

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So this in, from descript, descript is the transcription app that Jen and I use we

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take our audio, we put it up into descript and it very quickly transcribes it.

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And then you can pull out filler words and there's lots of little great things

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in there to help you manipulate that text.

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And then you can also create audiograms and descript is announcing that.

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They are unveiling a transformative new way of making video.

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You can already do some video editing in there, but it's clunky.

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It's a good place to go.

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If you don't know anything about video editing, because it's a simpler

Shelley:

way to do it, but it is a bit of it's clunky for those of us who know

Shelley:

how to edit video in another way.

Jen:

Yeah.

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About the only way I use it for editing video is it will take out the filler.

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Automatically and edit the video and I use it for that, but yeah, no, I

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don't use it for the other stuff.

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And you probably know more about editing video than I do.

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And it makes me a little crazy.

Shelley:

Yeah it's very time consuming to edit, edit video, and

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that's why we just do live streams.

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Live stream, send it directly to a podcast.

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Then the only time you're spending on it is the prep work

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and the actual creating of it.

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So on July 13th, The, they will have a live stream at 10:00

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AM, Pacific 1:00 PM Eastern.

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And we'll put the links to find that in the description box, but you can

Shelley:

just go to their YouTube page for D script and they'll be teaching

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about their new way of making videos.

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So I'm looking forward to that.

Jen:

Oh, that's awesome.

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Can you put those links in the chat just in case people need it?

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Yeah.

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And I'll take the, before we start the training I'll just take the, a

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minute to mention something else.

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About privacy.

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I mentioned it in my newsletter.

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There are some concerns about things like using period apps and you know

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that now that , abortion is a crime.

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So if you track your.

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Abortion or if you track your period and that can be subpoenaed by law

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enforcement, that's a very real concern.

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That's actually how people don't realize how much information

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is available on the internet.

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That's something that.

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and how much information is tracked.

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And that's something that I worked in for a long time at the city

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of Portland was data security and keeping information safe.

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And so if you are using any online tools for your business, for your personal

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life, Be really aware of all the things that you're putting out there.

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And there are some really great articles.

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There's a, I can put a link to my last newsletter, which is

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also kinda like a blog post up.

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My, my friends over at near media also did a podcast episode

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about it in a blog to describe.

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Kind of the intricacies of how that privacy works and how

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that kind of changes for women.

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So just be aware of that.

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It's that it's making the rounds on social media, but it really is a very real thing.

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And I can.

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I can, we can put some links in the chat about that, but just be

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aware that in general, the Google and Facebook and apple, and they

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all know tremendous amounts about us based on what we post online.

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So be sure that you keep that in mind.

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Not just in terms of health information that you have out there, but also just

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in general to keep your privacy safe.

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Oh, what does that say?

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Oh, it's Julia.

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Hi, Julia.

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How about when your iPhone asks you, if you allow apps

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to track, are they tracking?

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Even if you say no, they're not supposed to.

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I would say that if make sure that you use more enterprise grade apps that

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are more likely to abide by the rules.

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It's better than.

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, some offbrand kind of app that the truth is we don't really know.

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We don't really know for sure what's being tracked and what's not I will say,

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and I was gonna do it for my newsletter and it's just, it's too complicated.

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There are ways that you can go into Google and check your security of, if you have

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a Gmail account or if you have a work Google account, I recently saw through.

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Google security that my.

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Business name, address, phone number and email had all been compromised.

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so it's very real.

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I'm getting all kinds of weird stuff now that looks real, that isn't.

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So just be really careful and yeah, if you allow apps to track just know

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that they're tracking everything, and there are some apps that track, like

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your keystrokes, that track, like everything that you're typing in and.

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So you wanna get in the details sometimes about what it is that you're doing.

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And I, I have a whole blog post about this, about website security and privacy.

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John Oliver has done a couple of episodes where he talks about things like data

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brokers and selling of your data.

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I like these, even though.

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Super in depth because it makes it achievable for people

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to wrap their head around it.

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And so he talked about it twice.

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He talked about who owns the internet.

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That was like probably about two weeks ago.

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And then about a month plus ago, he also talked about data brokers, which

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is to say that there are people just.

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Capturing all of the data , Google, so Google and Facebook get as

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much information as they can.

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And then they sell it to data brokers and they use it for whatever,

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cuz they're selling it to other people that use that information.

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So when we track, when we allow people to track us, we don't really

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know where that information is going.

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And that's one of the reasons why it's scary and we have to think about it.

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So that was a really good question, Julia.

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Thank you so much.

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Thank you again for watching and listening and asking questions.

Jen:

So that's right.

Jen:

Are we ready to talk about skyscraper pages and content?

Shelley:

Yeah, let's climb the size skyscraper.

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Get in that elevator and hit the, get

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in there.

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Boom.

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Look at that.

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So I did make slides again.

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Last week I was able to embed them in my website , which is a cool little breaking

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newsy type thing that you can, embed your Canva into your website and make it look

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like a little slide show which was cool.

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That could be why a lot of people watched last week's show and.

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And versus listening.

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So what we're gonna talk about are skyscraper pages or other types of

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content that you can use to build powerful authority, building customer attracting

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content to help you build your business.

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So just to review a few things from last week, because they're.

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Some people who maybe didn't have a chance to listen or watch.

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And I think it's just really important to look at some of these things again

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and again, it really helps it sink in.

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So the first is, how are you communicating and bearing in mind that.

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This is what Google looks for, but it also is what is really helpful

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for you as an entrepreneur in terms of how you communicate and

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how you bring yourself forward.

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So Google is really interested in the expertise of the creator,

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meaning you as the business owner.

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So how good are the resources that you're providing?

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What is it that, what are the other things that you're talking about

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in the ecosystem of your expertise?

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That helps you rank better.

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It helps people find you for a certain expertise.

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Then we have the authoritativeness of the content.

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So it's not just you as the person.

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It's also what it is that you're saying.

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and how you're putting that out into the world.

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Are you linking to other people, are people responding and reading

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the content that you create?

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And then the third aspect is the trustworthiness of your website.

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Has it been around for a while?

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You can also buy up multiple years of your domain name.

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So you can I do this where you prepay five years out and it just shows that

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you are serious about your website.

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It helps Google understand that you're not a fly by night web scraper, just

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putting stuff up that you actually have the intention of keeping

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your business around for a while.

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So expertise, authoritativeness and trustworthiness is called eat.

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And that's what Google's looking for.

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The second step is to really think about the content funnel,

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understand that people are looking for things for a specific reason.

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Some people just want a general information.

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Some people are navigating and want like a mega guide or a walkthrough.

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Some people are looking to buy something.

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It's they're trying to compare products cause they wanna buy

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something they're ready to buy.

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Now they're looking for things like testimonials that say this

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is the right product for me to.

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And it's important to understand all of these people are looking for

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different things, but ultimately, they might become a client.

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So you want to really look at your content through these different

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filters, because it helps you.

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Build out the content that makes the most sense.

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Are you still there?

Jen:

Shelly?

Jen:

I'm actually, I don't have multiple monitors, so I

Jen:

can't still here right now.

Shelley:

we're working on Jen

Jen:

having a second monitor.

Jen:

We're working on this.

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We're efforting.

Jen:

The second monitor, maybe Toby can send me some ideas.

Jen:

So you're still there.

Jen:

Yes.

Jen:

Do you have anything to add to these, to the review so

Shelley:

far?

Shelley:

Nothing that I didn't already say last week, which is just keep these in mind

Shelley:

and each one of those can be a video or you can combine all of them into

Shelley:

one video depending on that's right.

Shelley:

What it's about.

Shelley:

That's right.

Jen:

And then you use the script to transcribe it and

Jen:

make it into a blog post.

Jen:

Yeah, Honestly the third part of the review is we had our topic clusters

Jen:

example, which is to say that you have a topic like chocolate cake and

Jen:

you break it down into smaller post.

Jen:

But today, what we're actually gonna talk about is that ultimate

Jen:

guide, we're talking about the center of your topic cluster.

Jen:

So you have one topic.

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And when I was talking about my own business, one topic could be marketing.

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This is all within the marketing realm.

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And so I might have one.

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One post that really brings forward my philosophy around marketing and

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then all the little subtopics it could be SEO, it could be email

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marketing, it could be, everything around marketing that's specific.

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But they all relate to marketing.

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So what we're gonna talk about is.

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The chocolate cake.

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So the center of our topic cluster.

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And so now we're gonna start talking about some new things.

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So there are lots of different words that can be used to describe

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skyscraper content or long form.

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And I'm saying long form ish content types, because not all of

Jen:

these are necessarily longform.

Jen:

I think that when.

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The reason we went back and talked about eat is that you don't wanna

Jen:

just make things long for the sake of being long . It has to genuinely be a

Jen:

broad topic that is worth being long.

Jen:

Shelly, you can't just talk about something ad nauseum

Jen:

if it's not interesting.

Jen:

Yeah.

Shelley:

Oh yeah.

Shelley:

And you'll know because people start repeating themselves and you're like

Shelley:

you had that further up in the blog post, and now you're repeating it

Shelley:

and now you're repeating it again.

Shelley:

I don't need to see it three times.

Shelley:

Are you an AI or a human being, cuz a human being shouldn't

Shelley:

be doing that kind of thing.

Jen:

Absolutely.

Jen:

And you'll look on here, there's four different types of content

Jen:

cornerstone content, and that is content related to your customer journey.

Jen:

So it's not necessarily long form.

Jen:

This is more function over length, and it usually links out to a lot of things.

Jen:

It sounds like it uses your topic cluster.

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This is where you're gonna see a lot of these things overlap.

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So you're gonna send people out to other.

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About your expertise.

Jen:

So that's one form of topic clusters being used to link out to other things.

Jen:

Another one is skyscraper content, which is the word that we use

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to describe today's episode.

Jen:

And that's around Brian Dean from Backlinko.

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This is the term that he uses.

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And he's talking about building backlinks that emphasize length and

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what backlinks are it's content.

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That's so good that other websites link back to.

Jen:

And part of his philosophy is about how to go out and pitch people

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to link back to your websites.

Jen:

I get these pitches all the time and sometimes they're just nonsense only

Jen:

go out and ask people to link back.

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If it's a worthwhile.

Jen:

Cause of doing it.

Jen:

But skyscraper content emphasizes length.

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So you're really dissecting all of the different pieces.

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And then if you link out to your own content, guess what?

Jen:

It sounds a lot like pillar content.

Jen:

It sounds a lot like cornerstone content.

Jen:

And so that's the second piece.

Jen:

So that's skyscraper content.

Jen:

The third content type is 10 X content.

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And this is you go out and you look on the Innerwebs and you see all of the

Jen:

things that are ranking for your topic.

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And you're like that's not very good.

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I'm gonna do something that's 10 times better.

Jen:

And that was that's a 10 X content was coined, I believe by Rand

Jen:

Fishkin and in about 2015, I think.

Jen:

And so that just means that you're gonna write something that is 10

Jen:

times better than what's ranking now for a particular topic.

Jen:

And that sounds a lot like cornerstone content, cuz you're really writing

Jen:

something that has a function that is really serving your customers

Jen:

and helps people more than what is already available out there.

Jen:

So that's the third type.

Jen:

The fourth type is pillar content, which is often com compared to

Jen:

skyscraper content, which is, publishing a comprehensive guide with

Jen:

a cluster of supplementary pages.

Jen:

EG topic, clusters and pillar content was created or coined by HubSpot.

Jen:

So those are your four types of content.

Jen:

The pillar content is very similar to skyscraper content,

Jen:

very similar to 10 X content and.

Jen:

Cornerstone content.

Jen:

So if you're looking at all this and you're like what the heck do I have to do?

Jen:

Guess what?

Jen:

You're not alone.

Jen:

, I'm calling this the small business content dilemma.

Jen:

And that means you only have so much time, so much money and

Jen:

you have to have the best value.

Jen:

I use different iterations of this in my presentations.

Jen:

You don't have time for all four different types of.

Jen:

You just don't if you're a small business owner and honestly, even if

Jen:

you're a solo content creator, you don't have time to be constantly focusing

Jen:

on all four of these content types.

Jen:

You don't have the money or the resources for an army of content creators to

Jen:

help you build out all four post types.

Jen:

And so you need everything to be valuable to you and your customers.

Jen:

And when all of these things are in balance, it's no longer a dilemma.

Jen:

You are a happy content creator.

Jen:

. What do you think about that,

Shelley:

Shelly?

Shelley:

I think that.

Shelley:

Individual content, creators, content entrepreneurs have an advantage

Shelley:

because we can, and this is what I do.

Shelley:

We can take content that is good.

Shelley:

And we can read it and ingest it, all on one topic.

Shelley:

And this is how I wrote my article on LinkedIn this week.

Shelley:

I read the other articles on that topic.

Shelley:

I thought about it.

Shelley:

Then I made it personal.

Shelley:

I told my story.

Shelley:

From my point of view, what's going on in my world, but I brought

Shelley:

in all of that information and.

Shelley:

Basically I showed it in action right here is, yeah, here is it go?

Shelley:

Here's where it goes on in real life.

Shelley:

Here's how it works.

Shelley:

And here are some examples and that to me is just illuminating.

Shelley:

I can read all the dry, boring textbooks, but until you've.

Shelley:

Shown me how it works in real life, how you can implement that day by day.

Shelley:

Then I can't use that information.

Shelley:

So you can be that person that interprets right.

Shelley:

All.

Shelley:

Jen does this.

Shelley:

She takes that brainy nerdy stuff that, that people have a hard

Shelley:

time with, our brains turn off sometimes with certain things.

Shelley:

Mine's like math.

Shelley:

I don't wanna, I don't wanna deal with math, but if a financial person

Shelley:

could come in and say, here's what my client did and here's how it worked.

Shelley:

And they did this.

Shelley:

I can relate to that.

Shelley:

I can read and understand and enjoy and consume.

Shelley:

And I wanna read that.

Shelley:

So that's how I feel about that

Jen:

topic.

Jen:

I agree with you and we're.

Jen:

I'll, I will show you how much I agree with you.

Jen:

on the next slide on the next slide on the next slide, but what I, Bridget,

Jen:

the Bridget Willard, the great came in with a question, skyscraper pages.

Jen:

I'm curious.

Jen:

So what we just talked about is skyscraper pages are very similar to

Jen:

pillar content, pillar, post content.

Jen:

They are also very similar to 10 X content, where you go

Jen:

out and make something better.

Jen:

Skyscraper content was brought up by Brian Dean of Backlinko around having

Jen:

content of length that people are likely to come back and backlink to.

Jen:

So that is that it's like pillar content.

Jen:

Yes.

Jen:

We make up all these words.

Jen:

You'll have to go back and see all of the things.

Jen:

Yes, it's very similar to pillar content.

Jen:

It's very similar to cornerstone content, 10 X content.

Jen:

So here is what I believe is the small business content reality.

Jen:

Nobody has time because nobody has time to do all four content types.

Jen:

We have a real opportunity as Shelly said, and I really I really

Jen:

believe that this is how it works.

Jen:

What we have to do as small business owners is we have to create

Jen:

cornerstone content, no matter what it is that we make, it has

Jen:

to be relevant to our customer.

Jen:

that's like the bottom line.

Jen:

It doesn't matter how long it is.

Jen:

it doesn't matter.

Jen:

It just has to be relevant.

Jen:

So that's why last week, when we talked about topic clusters, it was

Jen:

all about what is a main topic that you can talk about, for example,

Jen:

marketing, and then what are all of the subtopics around that, that you can

Jen:

talk about that are making a lot of.

Jen:

That are related to that topic.

Jen:

I'm getting distracted by comments.

Jen:

I'm gonna try and not look at comments and at the same time do this.

Jen:

So cornerstone content is really the main bucket for what it

Jen:

is that we need to focus on.

Jen:

As business owners who are creating content, it always has to be relevant.

Jen:

I pause it that no matter what it is that you create, it's 10 X content, meaning

Jen:

it's 10 times better than other content because it's within your expertise.

Jen:

So you have to always remain in your expertise because it's always gonna

Jen:

be better because it's original.

Jen:

It is about what it is that, it's likely to be also be skyscraper content.

Jen:

If it's relevant.

Jen:

And it's necessary for it to be longer.

Jen:

It is more likely to get links.

Jen:

People are more likely to link back to it.

Jen:

So what I will say is, for example, , as we've discussed a couple times before

Jen:

I was interviewed for a documentary, because I wrote a snappy article about

Jen:

clickfuns and why it shouldn't be used by every online business out there.

Jen:

And a lot of people linked back to it.

Jen:

A lot of people are finding it.

Jen:

Because I wrote something interesting, different and necessary.

Jen:

That was also very relevant to my customers who were small business owners.

Jen:

So that's an example, of skyscraper content that got a lot

Jen:

of attention and got a lot of links.

Jen:

I didn't do the work that Brian Dean suggests, which is going out and

Jen:

actively hunting down back links because I'm a small business owner.

Jen:

I don't have time to go out and do that.

Jen:

I just write interesting stuff.

Jen:

and I pay attention to the keywords I'm using.

Jen:

so that it's more likely to get more eyeballs and more attention, which

Jen:

brings us to the pillar post, which is also directly related to our

Jen:

topic clusters because it also shows expertise and ad depth of knowledge.

Jen:

So pillar posts like skyscraper content are very long and relevant and also

Jen:

branch out into your topic cluster.

Jen:

But for me, everything has to fall into the cornerstone bucket.

Jen:

And then length is determined by relevance and necessity.

Jen:

What do you think about that, Shelly?

Shelley:

I just wanted to mention that Jen does actually.

Shelley:

Ask people to back link to her stuff, but the way she does it is an automation.

Shelley:

And she taught me this through missing letter.

Shelley:

She puts her content out there as curated and promotes it.

Shelley:

And people can, get that, see it and decide if they wanna

Shelley:

share it with their audience.

Shelley:

So in that way she's taken that step of.

Shelley:

Sharing out her content and having people link to it and share it with their

Shelley:

audience, but in an automated fashion.

Shelley:

And I think it works really well.

Jen:

It actually does.

Jen:

I always forget about missing letter curate.

Jen:

It's just part of, what's baked into my process now that like after

Jen:

the, after a podcast is over, we go, I post the link in missing

Jen:

letter curate and it gets out there.

Jen:

So like for last week's show, for example, it's already.

Jen:

Scheduled to be shared by, I think like 80 people.

Jen:

It's just crazy and these are people, I don't know.

Jen:

So I do have baked in there, but I don't go out and

Jen:

individually like talk to people.

Jen:

And so I get like a social boost from it and I think some people do end up

Jen:

linking to it on their own websites.

Jen:

That's the hope so that is how I do it because I don't have time to go do it.

Jen:

There's a lot of different ways of doing it.

Jen:

I also, my weekly newsletter is like a blog post and I link out to like

Jen:

different things that it's related to.

Jen:

So like today it's a one year anniversary of the Crow in my house.

Jen:

. So now we're gonna link back to that episode.

Jen:

And that's one way of saying, oh, this is relevant.

Jen:

And this is the other thing that I've talked about.

Jen:

It's natural, right?

Jen:

Because it's just organically.

Jen:

What happens when we link out to it because I am living in

Jen:

that same content reality.

Jen:

Shelley's living in that same content reality where we can't

Jen:

create four different types of posts and fuss around with it.

Jen:

So we are doing it ourselves.

Jen:

We're finding a way to navigate this.

Jen:

Anything to add there.

Jen:

I just went to where I can't see you again, Shelly.

Jen:

Oh,

Shelley:

I think that when you've been doing it long enough, and as Jen has

Shelley:

said that your first a hundred blog posts are practice when you've been

Shelley:

doing it long enough, you automatically start including all of those things

Shelley:

and everything that you write.

Shelley:

And then every now and then you'll go.

Shelley:

I need to take a stand on this and that becomes your pillar post, and

Shelley:

then you wanna say more about it.

Shelley:

Yeah.

Shelley:

So those are your branches that you're coming off of that pillar post with.

Shelley:

So it just happens organically for you once you've been doing it long enough.

Jen:

Yeah.

Jen:

I will say that click funnels post was in me for years before I ever let it out.

Jen:

so one of the reasons it was so long is that I had so many

Jen:

clients struggle with it.

Jen:

So many issues that it finally just erupted into this one post.

Jen:

And that's why it gets attention because I took a stand on something

Jen:

and it's not necessarily a popular.

Jen:

although if you talk to a lot of small business owners that will say

Jen:

that ClickFunnels did not work for them even though it works for some.

Jen:

And so it's important to take a stand and talk about things that are relevant and

Jen:

helpful to your customers and understand that you don't have time to do all of

Jen:

the things that all the experts tell you

Jen:

So this is why this is around setting priorities around what you create, how

Jen:

you create it and how you maximize it to help your customers and also help your.

Jen:

So here is another way of looking at it.

Jen:

Just some questions and advice on like how to navigate this.

Jen:

So for your cornerstone content, it's what do my customers need to know that

Jen:

will help them understand my expertise and make a buying decision that should

Jen:

be your guidepost for whatever it is that you're creating and how to help them.

Jen:

Understand holistically who you are and why you do what you do and how you do it.

Jen:

So it, and that's like the overall, the overarching idea around the

Jen:

content that you create then inside of that, the, if you think about the

Jen:

10 X content it's, how can I make the information out there better?

Jen:

Or D.

Jen:

And this is really important.

Jen:

Sometimes you don't realize how much different your stand is on something

Jen:

until you start to dive in there and you'll look at what other people say.

Jen:

And you're like that's, that doesn't make any sense.

Jen:

so think about this as like a guiding question, a piece

Jen:

of advice that you can use.

Jen:

when it comes to things like skyscrapers and pillars, it's really what are other

Jen:

people saying in my industry, people are more likely to link back to you.

Jen:

If you're saying something a little bit different, something a little bit

Jen:

interesting, or even if you're aligning with other people notice I, I gave

Jen:

full credit to HubSpot, Rand Fishkin, and Brian Dean around these different.

Jen:

Of content.

Jen:

Like these are thought leaders in my industry.

Jen:

So I am saying they're right.

Jen:

There are all these different types of things.

Jen:

And then I'm further making it a little different by saying, and if

Jen:

you are a small business owner, this may not work for you to create all

Jen:

these different types of things.

Jen:

So I'm also making it a little bit different.

Jen:

The pillar content you want to think about.

Jen:

How does it relate to other content that I have or can create?

Jen:

And that's going back to the topic clusters that we talked about last week.

Jen:

So you have a broad topic, and then you can break that topic down into all

Jen:

of the different pieces to share the depth and breadth of your expertise.

Jen:

So when you put all of that together, again, we come back to.

Jen:

making sure that whatever you create is helping guide your customers into

Jen:

what it is that they need to know in order to understand your expertise.

Shelley:

You still there, I'm still here.

Shelley:

just being quiet, but yeah your customers need to know the information,

Shelley:

but they also need to know.

Shelley:

How to use that information.

Shelley:

Yeah.

Shelley:

And why it's important.

Shelley:

And you can give them an example of how you use it or how a client uses it.

Shelley:

Then that's going to help them understand it better.

Shelley:

The more you can fill in those gaps with real life examples

Shelley:

and how it actually works.

Shelley:

Then the more useful it is to people.

Jen:

A hundred percent.

Jen:

Yeah.

Jen:

Yes that's exactly it.

Jen:

So when we look at it in practicality, if we go back to our chocolate

Jen:

cake example, you might have an ultimate guide to chocolate cake.

Shelley:

Versus starts off with eat and then you're going chocolate cake.

Shelley:

And

Jen:

again, and again, there's no picture chocolate's

Shelley:

sponsor on this show.

Shelley:

so like Betty crocker

Jen:

or what is this ? I don't, haven't had time to reach out, so dunno.

Jen:

But if we had the ultimate guide to chocolate cake, you might have a paragraph

Jen:

about how to find the right recipe.

Jen:

Just a paragraph, little part of it, whoa, what just happened there?

Jen:

You might have a little paragraph about, finding the right

Jen:

recipe, but it might link out to various chocolate cake recipes.

Jen:

So you might have a, another post that really goes into, more in depth around it.

Jen:

You might have a section about gluten free options.

Jen:

In making chocolate cake that would link to chocolate cake recipes that

Jen:

might include a gluten-free option, or you might have a separate and

Jen:

you might have a separate post.

Jen:

Also that is gluten is flowerless chocolate cake gluten-free and then

Jen:

guess what the chocolate cake recipes would link to is flowerless chocolate

Jen:

cake gluten- cuz you might have a recipe in the flowerless chocolate cake.

Jen:

And then you might have another paragraph.

Jen:

That is why chocolate cake is good for your health.

Jen:

Please.

Jen:

Somebody tell me that it's good for my health . And then that paragraph

Jen:

would link out to some of the nutritional facts about chocolate cake.

Jen:

So as you can see, none of, then that would all be within your ultimate

Jen:

guided to chocolate cake post.

Jen:

That links out to more in depth information about a specific dimension.

Jen:

So this is one example for how you can create expertise driven posts or content.

Jen:

And again, this content can also be created on social

Jen:

media can be created on video.

Jen:

However it is that you are creating content.

Jen:

You can break things up in a certain way and give the value

Jen:

that your customers need.

Jen:

And at the same time, Giving them a little entry, giving them a little bit

Jen:

of guidance on how to navigate things and then, oh, by the way, if you want

Jen:

more, , here's how you can hire me.

Jen:

This is how this content wheel works.

Jen:

But you'll notice that there's no post on here that suddenly

Jen:

is like coming outta left field.

Jen:

You know how to buy the best baseball glove.

Jen:

Like it's not related to that.

Jen:

I give a talk last week where somebody was a consultant and had

Jen:

a post that was ranking really well in a topic that was completely

Jen:

unrelated to the work that they did.

Jen:

And we had a little conversation about how important it is to stay.

Jen:

Within your expertise when you are sharing about what it is that you do on your blog.

Jen:

Or even on social media, you always have to tie it back to your expertise,

Jen:

because if you're getting a lot of traffic on something that isn't related

Jen:

to, what it is that you do, it really.

Jen:

Doesn't, it's not really helpful.

Jen:

yeah.

Jen:

You don't wanna just get traffic for the sake of traffic.

Jen:

You wanna get people coming to your site that are likely to be interested in

Jen:

what it is that you do and how you do it because you don't have time for, random

Jen:

celebrity posts or things like that.

Jen:

, that's

Shelley:

exactly what I was thinking is celebrities giving political opinions

Shelley:

and it's they're not a politician.

Shelley:

They don't work in government.

Shelley:

Do they really have much weight to their opinion just because they're on

Shelley:

television or they have a large platform.

Shelley:

And, and we forget that sometimes that, oh and so said it was true.

Shelley:

So it must be true.

Shelley:

Maybe it's not that's not their lane of expertise.

Shelley:

They're, if they're an actor and then their lane of expertise is.

Shelley:

Being an actor anything related to that?

Jen:

so if you like this kind of training and these kinds of hot tips,

Jen:

I highly encourage you to subscribe to the women conquer business

Jen:

newsletter that is@womenconquerbiz.com slash newsletter that's.

Jen:

And do you wanna talk about your weirdly.

Jen:

LinkedIn newsletter

Shelley:

you betcha.

Shelley:

I'm gonna paste the link and the chat.

Shelley:

And so this week's LinkedIn newsletter.

Shelley:

I talk about personal brand.

Shelley:

How do, what is a personal brand?

Shelley:

Why is it important?

Shelley:

What goes into a personal brand?

Shelley:

And I give examples and I, and explain the reason that this came up in my

Shelley:

personal life, what it means to me, why I needed to understand it better.

Shelley:

And then I share my understanding.

Shelley:

In my LinkedIn newsletter.

Shelley:

I also relate it to today's show.

Shelley:

I talk about, pillar posts, being a part of creating your personal brand.

Shelley:

What is important to you?

Shelley:

What your experience has shown, what your expertise is all about,

Shelley:

that goes into your pillar post.

Shelley:

And it's also.

Shelley:

Helping to define your personal brand.

Shelley:

And the reason it's weird is because I use weird Al Yankovic as

Shelley:

a personal brand example, and talk about all the things that he's done.

Shelley:

And he's one of the longest live Personal brands out there and he's

Shelley:

capitalized on weird being weird.

Shelley:

And I talk about that in, in my article because my daughter is

Shelley:

a big fan and she wants to have a podcast related to weird AIC.

Shelley:

So it's all tied together and it's all very personal, but it also gives some

Shelley:

some light to the topic of personal branding and what it's all about.

Shelley:

Yeah.

Jen:

Yeah.

Jen:

Getting mad props from Bridget Willard.

Jen:

Great info ladies.

Jen:

I hope everybody else is getting a lot out of this.

Jen:

If you enjoy this please share it.

Jen:

Please subscribe to the channel.

Jen:

If you're watching it on LinkedIn, YouTube, Facebook, wherever it is please

Jen:

share it and like it and we hope that we're really helping everybody out there.

Jen:

Are we ready for some tweaks of the

Shelley:

week?

Shelley:

We are tweaks of the week, first week.

Shelley:

I dunno.

Shelley:

Tweet.

Jen:

OK, go ahead.

Jen:

You got this.

Shelley:

All right.

Shelley:

Toby and I found a new product on app Summa this week that is

Shelley:

available for lifetime purchase.

Shelley:

It's called product Dino, and it is a product selling and delivery platform

Shelley:

where customers can access all of their related purchases from you in one place.

Shelley:

So if you're offering free downloads PLR courses paid and.

Shelley:

Free if you're offering any type of digital product whatsoever, you can

Shelley:

put it on this platform and you send them all to one place and they can

Shelley:

find it all, or you can, they can find just what you want them to find.

Shelley:

So you can place a product and you can put it in a collection

Shelley:

and have people come in.

Shelley:

It's got the, the email integrations.

Shelley:

It's got integration with a program called Womba, which is a word of mouth type.

Shelley:

Reward system for people who purchase or even get your free stuff that

Shelley:

they share it with their social media contacts and you reward them for that

Shelley:

through this it's already set up.

Shelley:

So you don't have to think about that or understand it that well, because it's.

Shelley:

Done for you.

Shelley:

which I love is I see all these things out in the world and I'm

Shelley:

like, oh, I wonder how they do that.

Shelley:

Oh, that looks so hard and complicated here.

Shelley:

It's done.

Shelley:

It's also got an LMS, which is your your learning management system, so that

Shelley:

you can work with people who are going through your courses more closely and

Shelley:

help guide them and give them quizzes and just check on their progress.

Shelley:

And there's a lot of a.

Shelley:

Analytics baked into it as well.

Shelley:

So we're really enjoying that.

Shelley:

It is touted to be an alternative to podium, think if and Kajabi.

Shelley:

So if that is something that you've been looking at or thinking about for

Shelley:

your own business, but they're outta your price range as they are for me this

Shelley:

might be a great alternative for that.

Jen:

It's interesting as you were talking about it, and I know we talked

Jen:

about it before the show, but when you're mentioning it, this could be

Jen:

a really great alternative to member.

Jen:

It sounds a lot like member vault to me.

Jen:

And for those of you out there who maybe were priced out of member

Jen:

vault, because they recently changed their pricing structure.

Jen:

This could be a really good alternative for that.

Jen:

It's called again, product.

Jen:

I know I, when I saw this in the notes, I was, it reminds me of

Jen:

another product that's that does something completely different.

Jen:

So I was surprised when you told me what this is.

Jen:

I hope that this is good.

Jen:

I.

Jen:

I'm always very intrigued my tweak of the week.

Jen:

it's so funny.

Jen:

It also happens to be from app Sumo.

Jen:

I have some clients called snap downloader.

Jen:

I have some clients who are pulling their content off of Facebook.

Jen:

have other clients who just wanna move their videos to someplace else.

Jen:

Snap downloader.

Jen:

It lets you download videos from YouTube, Facebook, Twitter, Vimeo,

Jen:

and it says other places as well.

Jen:

It is typically a subscription product.

Jen:

So it is monthly annual that type of thing.

Jen:

It's also available on app Sumo for $30 right now that in here I have been

Jen:

using it this week just to test it out.

Jen:

And so far I've had.

Jen:

really good luck with it.

Jen:

If you've ever tried to capture some of your content from other places

Jen:

and like you usually they're really scammy, like websites that you have

Jen:

to go to, to put in the link and then it says you can download it.

Jen:

And it usually seems not something that you wanna do, getting back to the privacy

Jen:

stuff that we talked about earlier.

Jen:

This is a really good product for that.

Jen:

It's $30 one time lifetime to use snap, download.

Jen:

and I'm definitely gonna send it to a couple of clients who, like I said,

Jen:

are interested in moving platforms.

Jen:

It's just important to have, if it's content that you own, if you don't

Jen:

wanna buy this, just make sure that you have a backup somewhere of everything

Jen:

that you create so that you can keep it, cuz it's yours, you made it.

Jen:

And I don't know if this is part of your workflow, Shelly, when you work

Jen:

with clients or not, that you help them.

Jen:

Download the videos from stream yard or whatever so that they can keep a copy.

Jen:

Some.

Shelley:

We do recommend it.

Shelley:

And of course, Jen is in our stream yard.

Shelley:

So she has total access to all the videos and audios and so she can take

Shelley:

them in, put them on a hard drive or do whatever she needs to do with them.

Shelley:

We, once they're up on YouTube, we're pretty happy with

Shelley:

that because you can always.

Shelley:

Go into your YouTube channel and just download it from there.

Shelley:

It's very simple.

Shelley:

But if you've only been putting it on Facebook, then it does

Shelley:

just go off into the ether.

Shelley:

So I would recommend something like this for for that type of situation.

Shelley:

Of course, you can't always rely on YouTube to keep your stuff forever, but.

Shelley:

How far back do you wanna go?

Shelley:

It kinda, yeah.

Shelley:

What are you gonna do?

Shelley:

Yeah.

Shelley:

And

Jen:

yeah, and I think it works too in, in the case of, Twitter

Jen:

spaces and different things.

Jen:

LinkedIn lives, if you're only going to one spot, it's really good for that.

Jen:

You can't, you absolutely can.

Jen:

I always forget about all of the capabilities of YouTube but

Jen:

you can download already.

Jen:

This was just slick because you could just put in the YouTube link.

Jen:

And hit download and it does it so it's more of a ease of use.

Jen:

I think when it comes

Shelley:

to using now, if you do have a show where you are showing other

Shelley:

people's content and then you're giving reaction to it, or, you're

Shelley:

showing it as an example this might be a really great tool for that as well.

Shelley:

Just always ask, I would always encourage you to ask permission

Shelley:

from the owner of the content.

Shelley:

If you're gonna show it on your.

Shelley:

. Yes.

Shelley:

We have people that do that with us all the time.

Shelley:

They'll ask us can I show a piece of your content?

Shelley:

We've also had people who just flat out, stole our content and put it up and Yeah,

Shelley:

but too, shut that down through YouTube.

Shelley:

So you gotta get the eye out for stuff like that

Jen:

sometimes.

Jen:

Yeah.

Jen:

Yeah, no, this is a, this is very much about use your powers for good

Jen:

. Yeah, this is not use it for your.

Jen:

Benefit of stealing other people's stuff.

Jen:

For sure.

Jen:

Yeah.

Jen:

Okay.

Jen:

What you got, I feel like being inspired.

Jen:

You wanna be

Shelley:

inspired?

Shelley:

Yeah.

Shelley:

today's inspirational.

Shelley:

Nugget comes from Marcus Aros meditations.

Shelley:

I maybe saying that wrong.

Shelley:

I apologize to Marcus, he's dead.

Shelley:

So he is not gonna know he said the mind adapts and converts any.

Shelley:

To its action into a means of achieving it.

Shelley:

That, which is an impediment to action is turned to advance action.

Shelley:

The obstacle on the path becomes the way, and that sounds really cool, but

Shelley:

it's like, what does that even mean?

Shelley:

so you have the power of turning obstacles upside.

Shelley:

Taking a negative circumstance and using it as an opportunity to practice an

Shelley:

unintended virtue or form of excellence.

Shelley:

So whenever something comes up, that's an obstacle or seems like

Shelley:

a really negative occurrence.

Shelley:

Take a look at it and say, how can I use this obstacle as an opportunity?

Shelley:

What can I learn from this?

Shelley:

Where's the gift.

Shelley:

I'm always asking myself, where's the gift in this.

Shelley:

And I'm sure that more things will come.

Shelley:

From those obstacles that we don't see yet, I have faith that

Shelley:

doing what feels important and right, is always the right course.

Shelley:

Even if some other things need to be put on hold.

Shelley:

And in the case of myself, I had to put my business on hold and come to Arizona to.

Shelley:

Be here with, for my mom for my family.

Shelley:

And that was the number one priority.

Shelley:

Now that they're in a good place, I can, go back to what I was doing,

Shelley:

but things will come up in our lives and we have to say, Yes to those.

Shelley:

And then we have to say, I can put my life on hold while I focus on this,

Shelley:

because it's going to bring me so many rewards, even though it doesn't

Shelley:

seem like it right now, it will, in the end, bring me those rewards.

Shelley:

I feel closer to my family than I have.

Shelley:

Probably ever my brother and I've talked more in the last couple of

Shelley:

months than we have since we were kids.

Shelley:

And, there are just so many things that we can get out of these situations

Shelley:

if we just look for the gifts.

Shelley:

. Yeah,

Jen:

absolutely.

Jen:

Thank you.

Jen:

That was good.

Jen:

Yeah.

Jen:

I liked you.

Shelley:

Yeah.

Shelley:

And I hope that helps some people feel a little bit more hope.

Shelley:

I know this is a really difficult week for a lot of people.

Shelley:

So look for the gifts.

Shelley:

How can you make a difference?

Shelley:

How can you find a way to, to rise in this current situation?

Shelley:

Yeah.

Jen:

Thanks everyone for being there.

Jen:

And we hope that this has been really helpful.

Jen:

If it has please subscribe, share, talk to your friends about it.

Jen:

This is the women Cocker business show, and we will see you next week.

Shelley:

Thank you for joining the women conquer business podcast posted

Shelley:

by Shelly Carney and Jen McFarland, please subscribe and leave a comment or

Shelley:

question regarding your most challenging content creation or business problem.

Shelley:

Then share this podcast with family and friends so they can find the

Shelley:

support they need to expand their brand and share their message with the.

Shelley:

Check the show notes for links to valuable resources and come back again next week.