Transcripts
Hi, welcome to the Close The Loop podcast.
Kevin Dieny:I'm your host, Kevin Dieny, and today we're going to be talking about how
Kevin Dieny:businesses create great content.
Kevin Dieny:To help us dive into this awesome episode I have a former colleague of ours and
Kevin Dieny:close friend, her name is Cassie Ciopryna.
Kevin Dieny:Cassie is the content manager at MaryRuth, which is a vitamin and
Kevin Dieny:supplement company and was previously the marketing content specialist
Kevin Dieny:here at CallSource for three years.
Kevin Dieny:So we know each other fairly well.
Kevin Dieny:Cassie has a BA in English and MFA in creative writing, and has been working
Kevin Dieny:in content marketing for over five years.
Kevin Dieny:So welcome Cassie.
Cassie Ciopryna:Hi, happy to be here.
Cassie Ciopryna:Hey Kevin.
Kevin Dieny:Yeah, this is great.
Kevin Dieny:We've been waiting to get you on here.
Kevin Dieny:And this is one of those topics I thought you'd be able to really help
Kevin Dieny:me out with, which is, you know, how small businesses can make great content.
Kevin Dieny:Which kind of puts us in the discussion about process, like
Kevin Dieny:how they actually make it.
Kevin Dieny:Having the process is fine, but you want to make great content.
Kevin Dieny:So there's, so those putting those things together is such a
Kevin Dieny:puzzle, is such a difficult thing.
Kevin Dieny:So why is that so difficult for companies to figure out?
Cassie Ciopryna:Yeah, and I think even a step before that is, what
Cassie Ciopryna:I've seen in small businesses, is why should I even create content?
Cassie Ciopryna:What does that even mean?
Cassie Ciopryna:A lot of small businesses may think, you know, I'm just, I'm
Cassie Ciopryna:getting through my day to day.
Cassie Ciopryna:I'm just getting through each day.
Cassie Ciopryna:And what is content going to do for me?
Cassie Ciopryna:I get referrals or, you know, basing some of their business on that.
Cassie Ciopryna:And content doesn't always have a direct, like ROI that you can measure.
Cassie Ciopryna:Which I think is another barrier of why people may not think it's
Cassie Ciopryna:important to focus on content.
Cassie Ciopryna:But of course, I believe in content marketing and, uh, I highly believe that
Cassie Ciopryna:having a good content marketing strategy will help your business in the long run.
Cassie Ciopryna:It might be smaller, slower, incremental changes, but it'll make
Cassie Ciopryna:your life easier in the long run.
Cassie Ciopryna:And it will hopefully help you acquire more customers.
Kevin Dieny:That's great, yeah, so, and you mentioned something really
Kevin Dieny:important that we probably should cover.
Kevin Dieny:Right?
Kevin Dieny:And lets really ground things.
Kevin Dieny:And that is what is content or maybe better, what are the different
Kevin Dieny:formats that content can take?
Kevin Dieny:What format does content take and what is it exactly?
Cassie Ciopryna:Yeah, so obviously having a website that has content
Cassie Ciopryna:for you, I would hope by 2022, that any business has a website, at least.
Cassie Ciopryna:Like the most basic one that they could do.
Cassie Ciopryna:So having a website and having, at least a homepage that explains
Cassie Ciopryna:your business and about us page.
Cassie Ciopryna:That's like very basic straight forward from there.
Cassie Ciopryna:I always recommend that you have a blog and that might seem overwhelming
Cassie Ciopryna:to some people, but you don't have to post on your blog, every
Cassie Ciopryna:day or have, you know, so much.
Cassie Ciopryna:Even if you're posting at least once a month on a blog that you
Cassie Ciopryna:have some content on there, as well as having social media profiles.
Cassie Ciopryna:So you have to know your audience and your customer profile.
Cassie Ciopryna:Who's going to be using your company.
Cassie Ciopryna:And not just who's historically been, but you have to also keep
Cassie Ciopryna:in mind, millennial age, Gen Z.
Cassie Ciopryna:If you're, if you're a plumber, you know, you could have 20 year
Cassie Ciopryna:olds that need your services.
Cassie Ciopryna:So you're not just going to that one demographics.
Cassie Ciopryna:So where, where are your audiences online?
Cassie Ciopryna:Like, are they on Facebook?
Cassie Ciopryna:Do you have a lot of people in that age range?
Cassie Ciopryna:I would say Facebook is a lot of, uh, 30 to 50 or 30 to 60,
Cassie Ciopryna:a little higher age range.
Cassie Ciopryna:Instagram, Tik Tok would be like the very new, which you don't
Cassie Ciopryna:have to get started with that.
Cassie Ciopryna:That's getting a little, but at least have like a Facebook and Instagram,
Cassie Ciopryna:maybe a Twitter and share on those as well to get people to follow you.
Cassie Ciopryna:You can make Infographics or a YouTube.
Cassie Ciopryna:I always recommend if you make one piece of content,
Cassie Ciopryna:repurpose, repurpose, repurpose.
Cassie Ciopryna:So if you have a blog, make that into a video.
Cassie Ciopryna:Make that into a little infographic.
Cassie Ciopryna:Send that out in an email, um, yeah, I might be getting ahead of
Cassie Ciopryna:myself here with going into that.
Kevin Dieny:No, it's great the types of content vary, but with content you have to
Kevin Dieny:think about, okay, I'm making something.
Kevin Dieny:Yeah, there's a purpose behind it.
Kevin Dieny:To me, everything that you make, you want to also be thinking, okay,
Kevin Dieny:well, I'm going to make this, but how am I going to promote this?
Kevin Dieny:I'm not just going to write this and save it as a word doc on my computer.
Kevin Dieny:It's gotta be written and then put out there somewhere like a website
Kevin Dieny:is one format, one place that a lot of content may go because you know,
Kevin Dieny:you think I'll get a lot of people are going to go through there.
Kevin Dieny:Also, like you mentioned, there's okay, there's lots of different customers or
Kevin Dieny:consumers or patients or whatever it is that may be looking up their questions.
Kevin Dieny:Maybe looking up the types of services that they'll find me.
Kevin Dieny:So wherever they go, wherever they are, what kind of message or content
Kevin Dieny:basically are you going to make?
Kevin Dieny:So when you promote it, that's almost to me as important as the
Kevin Dieny:creation of it, because you create it knowing, okay, going to want to
Kevin Dieny:diversify it in a multiple places.
Kevin Dieny:Or at least I'm going to be making this and I'm going to put it into this format.
Kevin Dieny:Social media is what we're talking about as like a promotional channel.
Kevin Dieny:Those are far and wide reaching, but there's a lot of other
Kevin Dieny:types of promotional channels.
Kevin Dieny:So if you're planning on, oh, if I'm going to make something consider,
Kevin Dieny:okay, I'm going to promote it as much as in as widespread as I can.
Kevin Dieny:If that's a local community event, a direct mailer I'm going to send
Kevin Dieny:out, on a website post, I'm going to put it in my Google My Business,
Kevin Dieny:I'm going to put it on social media.
Kevin Dieny:There's a lot of places to put it.
Kevin Dieny:Which is another thing the business to figure out, right.
Kevin Dieny:Where are my consumers?
Kevin Dieny:To make great content, you have to understand your consumers really well.
Kevin Dieny:So do you have any tips for breaking that down?
Kevin Dieny:Like, okay, I kind of know who we typically sell to.
Kevin Dieny:I kind of know my typical, maybe my target audience, but to go from that,
Kevin Dieny:to making great content for them.
Kevin Dieny:Do you have any tips for that?
Cassie Ciopryna:Yeah, understanding who your customer base is, and who they really
Cassie Ciopryna:are not to you who you think they are.
Cassie Ciopryna:I would just hope that you have some data on every time you have someone.
Cassie Ciopryna:But if you could look into what types of people and where are
Cassie Ciopryna:they, online or offline if you're doing traditional marketing.
Cassie Ciopryna:Discovering what types of things would they be reading in their
Cassie Ciopryna:regular time outside of here, or if they are looking for my business,
Cassie Ciopryna:what would they be searching for?
Cassie Ciopryna:What's their intent there?
Cassie Ciopryna:Again, I'll just go back to a plumber example, if, if someone's going to find
Cassie Ciopryna:you, what might they search for first?
Cassie Ciopryna:Am I, why is my toilet leaking?
Cassie Ciopryna:Why is my sink dripping?
Cassie Ciopryna:These are bad.
Cassie Ciopryna:Like, nah, I mean, that's what I would think.
Cassie Ciopryna:I don't really know a lot about plumbing, so I kind of have to go to like a
Cassie Ciopryna:very high level of what your customers or patients would be searching for
Cassie Ciopryna:to even find you in the first place.
Cassie Ciopryna:Maybe even before they get to fully like meeting your services, you want them to
Cassie Ciopryna:find content that you've written that will help their intent, their search intent.
Cassie Ciopryna:So like I said, having a blog article.
Cassie Ciopryna:First you'd want to think of what are the questions that you
Cassie Ciopryna:get already when people call in?
Cassie Ciopryna:Help yourself by making content out of that.
Cassie Ciopryna:So you're not repeating the same things over and over.
Cassie Ciopryna:Or if you're going to someone's house and you have technicians going there,
Cassie Ciopryna:what questions are they getting?
Cassie Ciopryna:Get that information from them.
Cassie Ciopryna:And that's an easy way to start making some content for your blog,
Cassie Ciopryna:which then should help with some organic search terms, because those
Cassie Ciopryna:should be highly searchable things that they can come across you.
Cassie Ciopryna:Even, like you said, sending something in direct mail.
Cassie Ciopryna:If you're sending out coupons say and ValPack or something like that, how could
Cassie Ciopryna:you like tie some content into there?
Cassie Ciopryna:Or, you know, QR codes are a big thing now, like get them back to your website.
Cassie Ciopryna:Basically that's just going to show that you're a more reputable company.
Cassie Ciopryna:You know what you're talking about and people should want to use you
Cassie Ciopryna:because they already have a little bit of trust in you from the content.
Kevin Dieny:The element of trust is huge.
Kevin Dieny:And so if we take that little step further, just so we can
Kevin Dieny:really break that down too.
Kevin Dieny:Is why does let's say an article or a video or something that a business
Kevin Dieny:puts out there to help people with their problems or help people with
Kevin Dieny:an issue that they're encountering, with the fear they have, with a doubt.
Kevin Dieny:You know, wondering, why should I use a company?
Kevin Dieny:Why do I need help with this?
Kevin Dieny:Or do I even have a problem with this?
Kevin Dieny:Okay, I'm aware I have a problem, but I don't know what the solutions are.
Kevin Dieny:And I know that there's I have, I know that plumbers exists.
Kevin Dieny:I know I have a leaky pipe, so which plumber am I going to
Kevin Dieny:use and what criteria should I use to make those choices?
Kevin Dieny:How does content help with trusting a business?
Cassie Ciopryna:Yeah, well, I'd say if you're putting out quality content,
Cassie Ciopryna:that's answering the questions that your consumers may have about a
Cassie Ciopryna:service that you provide, then you're already one foot in the door getting
Cassie Ciopryna:them one foot in the door, by showing like, hey, you have this problem.
Cassie Ciopryna:Look, I'm helping you for free messaging to content marketing should
Cassie Ciopryna:be like free, accessible content for people to see that you're providing.
Cassie Ciopryna:So you're already giving them a little something.
Cassie Ciopryna:So then hopefully they'll give you something.
Cassie Ciopryna:If you have, you know, all these blog articles or YouTube videos or
Cassie Ciopryna:social posts, helping, giving tips for them to do things on their own.
Cassie Ciopryna:When they really have a problem, that's a little further than that,
Cassie Ciopryna:they're going to be like, oh, I saw this article by so-and-so
Cassie Ciopryna:and you know, they helped me out.
Cassie Ciopryna:So they'll probably, it just makes you feel like you, you
Cassie Ciopryna:know, that brand a little bit.
Cassie Ciopryna:Kind of helps you stay top of mind.
Cassie Ciopryna:And it's not just in the sea of everyone else.
Cassie Ciopryna:You're going to have competition out there that does the same thing as you.
Cassie Ciopryna:So what are you going to give to get people to want to go with your business?
Kevin Dieny:Yeah, that's a really interesting point too.
Kevin Dieny:In the sea of your let's say your industry, your company locally, let's,
Kevin Dieny:let's say you're a local company.
Kevin Dieny:There's a geographic line around some area that you typically serve.
Kevin Dieny:So in that range, there are probably competitors.
Kevin Dieny:I mean, if you're a monopoly.
Kevin Dieny:Fantastic.
Kevin Dieny:So you're a business in that range.
Kevin Dieny:You have some competitors.
Kevin Dieny:So are they doing content?
Kevin Dieny:Where are they doing it?
Kevin Dieny:How are they doing it?
Kevin Dieny:You can possibly one up there, you know the quality of what they're doing.
Kevin Dieny:A lot of times I look at it like, instead of trying to make
Kevin Dieny:a better video than they did.
Kevin Dieny:I look at it like, is the video really answering the
Kevin Dieny:question, delivering the value.
Kevin Dieny:And the by value I mean, like there's someone who watches this,
Kevin Dieny:getting out of it, what they need.
Kevin Dieny:I think it's almost better competitively, competitive content wise, to try
Kevin Dieny:to compete on quality, like deliver something that's a better value,
Kevin Dieny:more relevant, more specific.
Kevin Dieny:You may say, okay.
Kevin Dieny:I've, I've jotted down all the questions customers have and
Kevin Dieny:it's like 25 for 30 or something.
Kevin Dieny:I would almost go, okay, well, are they specific enough?
Kevin Dieny:Let's say the question of like, do plumbers fix leaky pipes and be like,
Kevin Dieny:obviously yes, but you may be like, okay, well let's, let's take that a step further
Kevin Dieny:and go do plumbers fix leaky pipes for residential or for homes or, you know,
Kevin Dieny:24 7 or in the middle of the night.
Kevin Dieny:There might be other angles to it that make it more specific.
Kevin Dieny:So if your competitors, okay, I got these 10 answers and learned like,
Kevin Dieny:ranking really well for them, or that seems to be working out well for them.
Kevin Dieny:And it's really a competition for you.
Kevin Dieny:I might be like, hmm, how could we one up that content.
Kevin Dieny:So do you have any other ideas for that?
Cassie Ciopryna:Yeah, and like I said, quality is really important
Cassie Ciopryna:because I've seen, especially with certain SEO agencies, SEO fundamentals,
Cassie Ciopryna:no search engine optimization.
Cassie Ciopryna:Which is pretty much what makes Google like you and show your
Cassie Ciopryna:website to people searching.
Cassie Ciopryna:But I I've definitely seen some tactics where people are just figuring out okay.
Cassie Ciopryna:Let's make the title of this blog or this video about this, but then they kind
Cassie Ciopryna:of skirt around really answering that.
Cassie Ciopryna:So I think it's important if you're going to be putting out content
Cassie Ciopryna:that you actually make sure you're answering the questions that your
Cassie Ciopryna:title says, it's going to be.
Cassie Ciopryna:Yeah, don't make your title like four ways to fix a broken pipe.
Cassie Ciopryna:And then you're just kind of saying like, you have to call me.
Cassie Ciopryna:You want to actually give them some real tips, and like, if those don't
Cassie Ciopryna:work, then, you know, call us.
Cassie Ciopryna:Or if you want a professional to do it, if you're too scared to do it yourself,
Cassie Ciopryna:unless you're a little soft CTA in there, but we can, we can get to the CTAs later.
Cassie Ciopryna:But yeah, having quality content, is definitely important.
Cassie Ciopryna:First of all, and to differentiate it from your competitors, like you
Cassie Ciopryna:said, going that one step further, if you add on to that, keyword search.
Cassie Ciopryna:Now you're saying like for residential areas or for businesses, you
Cassie Ciopryna:might have less people searching.
Cassie Ciopryna:Those terms are less people interested in, in that, but you're going to have
Cassie Ciopryna:higher quality of people that are reading that and interested in that.
Cassie Ciopryna:So once you have your like, bigger pieces kind of done this when you want
Cassie Ciopryna:to start narrowing down even further or within an article or within a video, get
Cassie Ciopryna:the high level and then drill down each time to also hit those people that are
Cassie Ciopryna:searching for a very specific problem.
Kevin Dieny:Yeah, yeah, and another thing you mentioned earlier
Kevin Dieny:was why businesses see it as difficult to make all this content?
Kevin Dieny:And you gave a fantastic, response to that about, okay,
Kevin Dieny:it's hard to track the ROI on it.
Kevin Dieny:So, um, I'm going to ask you about this.
Kevin Dieny:So how can businesses get better at tracking the ROI of their content?
Kevin Dieny:Because they're going to want to justify it.
Kevin Dieny:Right.
Kevin Dieny:Like it might be difficult to be like, okay, I put out a piece of content, I get
Kevin Dieny:20 or 50 more, a thousand more visitors.
Kevin Dieny:Okay, but, how should businesses be approaching it?
Kevin Dieny:Before the start making content, even it is a consideration, right?
Kevin Dieny:If it's keeping them from making it, then it's very likely that they're
Kevin Dieny:going to want to be like, okay, do I have to buy some fancy mega a tool out
Kevin Dieny:there to, you know, track my content?
Kevin Dieny:Or are there ways a business can have some idea of how their content is performing?
Cassie Ciopryna:Yeah, well, I would default back to you for a lot of
Cassie Ciopryna:these haha or a hit a list over here.
Cassie Ciopryna:But, so Kevin put together all my reports for me at CallSource.
Cassie Ciopryna:But definitely if you have a website, I'm assuming you have Google analytics.
Cassie Ciopryna:There is a lot of free training in Google Analytics out there.
Cassie Ciopryna:If you could take the time or someone on your team can take the
Cassie Ciopryna:time to do like the most basic ones.
Cassie Ciopryna:Like seeing how are customers coming into your website.
Cassie Ciopryna:So if you start making blog articles, you can start seeing, are they
Cassie Ciopryna:finding your website through those blogs or are they you know, finding
Cassie Ciopryna:you from searching plumbers near me.
Cassie Ciopryna:And they go to your website and you see where the jumping around on their website.
Cassie Ciopryna:Are they going to some of those pieces of content?
Cassie Ciopryna:And then what happens after that?
Cassie Ciopryna:Are they dropping off?
Cassie Ciopryna:Are they, clicking on, are they filling out the form for information?
Cassie Ciopryna:Are they calling you, if you have call tracking numbers
Cassie Ciopryna:on certain pages on there?
Cassie Ciopryna:Are they calling from that number that, you know, they found you through there?
Cassie Ciopryna:If you're sending something out like a direct mail piece, again,
Cassie Ciopryna:if you have a specific phone number on there that you could attribute
Cassie Ciopryna:back to that, uh, that could help.
Cassie Ciopryna:I mean, even, even though it's a little more traditional advertising, you could
Cassie Ciopryna:say like having content on your work trucks or having a billboard or having
Cassie Ciopryna:certain pieces over there, you could provide more than simply here's, $50
Cassie Ciopryna:off your first appointment with us.
Cassie Ciopryna:That ad you could have something knowledgeable for them in there too.
Kevin Dieny:Yeah, yeah, I know it was a little bit of a technical question,
Kevin Dieny:but I want us, I was really curious how you would answer because you know,
Kevin Dieny:tracking is important, at least knowing, okay, how many people have seen this?
Kevin Dieny:Because let's say you spend tons of money making a piece of content
Kevin Dieny:and you don't promote it properly.
Kevin Dieny:Then in some essence, it's like, okay, well, if only five people, or maybe
Kevin Dieny:only internal people saw this thing.
Kevin Dieny:That it's like a man there's a big swing and a miss to me.
Kevin Dieny:So, and then if you do have something many that tons of people
Kevin Dieny:saw, just like you mentioned.
Kevin Dieny:Okay, well, how did they see that?
Kevin Dieny:Traffic brought them there or what format, what channel, what is it
Kevin Dieny:about that that drove so many to it?
Kevin Dieny:And then, the lifetime of the content is also maybe a possible
Kevin Dieny:consideration if you're like, okay, I'm going to slap this on, my car,
Kevin Dieny:my truck, my billboard, whatever.
Kevin Dieny:And it's going to be on there for, you know, 10 months let's say or years then,
Kevin Dieny:you know, in that span of time, that's a long time to, to get the return.
Kevin Dieny:You can track the return on all this stuff.
Kevin Dieny:Like you mentioned, there's tracking numbers, there's QR
Kevin Dieny:codes, which provide tracking.
Kevin Dieny:There's website analytics, Google Analytics is free and yeah, there's
Kevin Dieny:a little bit of a learning curve, but you could probably Google, okay,
Kevin Dieny:how to track, you know, content on my website and there's answers for that.
Kevin Dieny:And it's actually not too complicated and you can get some basic reports going.
Kevin Dieny:Now, how you turn that into ROI, right?
Kevin Dieny:Between content and ROI is a conversion to me.
Kevin Dieny:It's like always in there.
Kevin Dieny:So like you mentioned, okay, if they fill out a form, they call,
Kevin Dieny:they chat, they visit a site and they have some interaction
Kevin Dieny:with you or they go to a place.
Kevin Dieny:All those things are the conversion point and you could say, okay,
Kevin Dieny:I know those came from content.
Kevin Dieny:And then once I have them, you know, as a conversion, now I could see
Kevin Dieny:that they bought something from me.
Kevin Dieny:And then you have that picture and it's so awesome.
Kevin Dieny:And then you can go, okay, if I can get ROI on my content and I
Kevin Dieny:have these questions, then I'm ready to start making this stuff.
Kevin Dieny:So a question I think I've heard a lot is look, we're a small company, I'm
Kevin Dieny:the owner and there's not a lot of us.
Kevin Dieny:How on earth are we going to make the volume of content
Kevin Dieny:that we would like to make?
Kevin Dieny:How, how is that going to work?
Kevin Dieny:Like they look at it, like, I'm just, I'm the only one that's going to write this.
Kevin Dieny:Or I'm the only one that's going to create this.
Kevin Dieny:I don't know if I can ask my other employees.
Kevin Dieny:I don't know, if I should go outside my company to ask people to write.
Kevin Dieny:How do small companies get the content made?
Cassie Ciopryna:Yeah, so once a company kind of realizes or accepts like, okay,
Cassie Ciopryna:content is going to help me and is willing to start producing content then yeah.
Cassie Ciopryna:That's definitely another barrier, uh, of entry is people being
Cassie Ciopryna:like, I don't know how to do that.
Cassie Ciopryna:Or, you know, I'm not a great writer, so I can't write a blog post or this or that.
Cassie Ciopryna:And look, some people aren't.
Cassie Ciopryna:And that's okay.
Cassie Ciopryna:You don't have to have, if you only have a few people there, you don't have to
Cassie Ciopryna:have the perfect, you know, grammatically correct, everything is by the book blog.
Cassie Ciopryna:If it's like a personal voice and they know that could be to your benefit also,
Cassie Ciopryna:it's like, wow, the owner of this company is writing this on here and helping out.
Cassie Ciopryna:If there's only a few of you, I would say put time into your schedule.
Cassie Ciopryna:Block some time out, even if it's once a week or once every other week, like,
Cassie Ciopryna:okay, the end of the day on Friday, two hours, I'm going to, I'm going
Cassie Ciopryna:to start figuring out, like, what are those questions from customers?
Cassie Ciopryna:And write some answers to that.
Cassie Ciopryna:Even if it's, you'd make an FAQ page on your website, that's going to help people.
Cassie Ciopryna:If you absolutely don't want to do that, make videos then.
Cassie Ciopryna:Have your tech at the, on a call, like walk through something they're doing.
Cassie Ciopryna:And make a YouTube video that you can then share.
Cassie Ciopryna:You could just do smaller little if a blog post seems like very overwhelming, just
Cassie Ciopryna:start making your social media and write little posts twice a week or once a week.
Cassie Ciopryna:Some kind of like regular schedule of sharing.
Cassie Ciopryna:If you find out maybe there's someone on your team who does like writing or does
Cassie Ciopryna:have some ideas outside of what you would think that could help you out, that you
Cassie Ciopryna:may have never considered as that person.
Cassie Ciopryna:There's, that's all free.
Cassie Ciopryna:Obviously, if you're using people internally, if you absolutely,
Cassie Ciopryna:do not see a way of making any sort of content internally.
Cassie Ciopryna:There is websites that you could hire people for fairly cheap, like
Cassie Ciopryna:fiverr.com, there's writer access.
Cassie Ciopryna:I know you can get freelance writers on there, but it doesn't.
Cassie Ciopryna:If you search through so many websites and you could, you can get a good piece of
Cassie Ciopryna:content, have a whole outline of what you want from a blog or, or from social media
Cassie Ciopryna:posts written for you for fairly cheap.
Kevin Dieny:Yeah, I really like all that.
Kevin Dieny:I am always an advocate of, look, you have people that work for you and your company.
Kevin Dieny:Maybe put up the suggestion or make it a requirement that you'd
Kevin Dieny:like everyone to write an article once per quarter, or something.
Kevin Dieny:Depending on what the role is and stuff and, and give them,
Kevin Dieny:pose them the question, right?
Kevin Dieny:If you're a dentist, pose them a question like, why do you think people
Kevin Dieny:are afraid of coming to the dentist?
Kevin Dieny:Why is it important to go to the dentist?
Kevin Dieny:Or give them the list of questions that you have figured out, I think,
Kevin Dieny:or ask them, what have you heard?
Kevin Dieny:What are the main questions you hear?
Kevin Dieny:Okay, good, come up with five, write about one.
Kevin Dieny:I think using your internal resources is I would go to almost primarily first.
Kevin Dieny:After that got to know there's other resources, like you've mentioned out there
Kevin Dieny:and if you don't mind, I mean, you have a pretty good story about evolving roles.
Kevin Dieny:Maybe you could share how you went from one role to now entering
Kevin Dieny:into the content world, for us?
Cassie Ciopryna:Yeah, so, I mean, I might be different cause I was like
Cassie Ciopryna:trying to get there, but hey, maybe you're maybe somebody having your
Cassie Ciopryna:front desk, this is the same thing.
Cassie Ciopryna:They really want to write and they want to do, if you have a
Cassie Ciopryna:good self-starter sort of person working for you, that's the best.
Cassie Ciopryna:Yeah, i, uh, so I started at CallSource in customer care.
Cassie Ciopryna:I moved out to California, I was like, I need a job.
Cassie Ciopryna:I was in customer care, but I had my English degree in creative writing.
Cassie Ciopryna:So I knew that's what I ultimately wanted to do.
Cassie Ciopryna:Once I was a account manager, business advisor, I just started
Cassie Ciopryna:creating some content on my LinkedIn, that I thought would be
Cassie Ciopryna:helpful for some of our customers.
Cassie Ciopryna:If you start getting questions enough in a certain position, like I said, it's to
Cassie Ciopryna:your benefit to make content for that.
Cassie Ciopryna:Do you want to keep reiterating the same thing over and over?
Cassie Ciopryna:Why not just write it down and then you have a document that you could
Cassie Ciopryna:share with people or like read off of it's going to make your life easier.
Cassie Ciopryna:It's going to be beneficial for, the customer as well.
Cassie Ciopryna:So I started creating some of those documents when I was a business advisor.
Cassie Ciopryna:This was before our CallSource even really had a marketing team.
Cassie Ciopryna:If you're a small business, you probably don't have a marketing team.
Cassie Ciopryna:So you have to just be your own little marketing team.
Cassie Ciopryna:As I started writing those, and we had marketing, I wiggled my way into
Cassie Ciopryna:our marketing team at CallSource.
Cassie Ciopryna:So, that's how I got in there.
Cassie Ciopryna:And maybe you have someone on your team like that, that you're not, you
Cassie Ciopryna:don't even know they have these, uh, skills that you could be utilizing.
Cassie Ciopryna:And if they have a little downtime now and then to work on some extra things,
Cassie Ciopryna:maybe even, like you said, it might be hard to like force people to do stuff
Cassie Ciopryna:and be like, Hey, if someone gives us, we'll have a raffle or you get a little
Cassie Ciopryna:$50 bonus gift card for doing this or figure out ways to incentivize people
Cassie Ciopryna:to want to help you create some content.
Cassie Ciopryna:And I also want to mention it's a different type of content,
Cassie Ciopryna:but don't, don't sleep on user generated content as well.
Cassie Ciopryna:Your customers are going to give you some of the best quotes and some of the best
Cassie Ciopryna:content that you're going to want to use.
Cassie Ciopryna:Testimonials, make sure you have a Yelp page, make sure you have whatever review
Cassie Ciopryna:platform is known in your industry.
Cassie Ciopryna:Like Angie's lists for certain people, but taking information from there and
Cassie Ciopryna:weaving that into your content as well.
Cassie Ciopryna:It's just further social proof that, you know, your company knows
Cassie Ciopryna:what you're talking about and your customers trust you as well.
Kevin Dieny:Yeah, the user generated content mentioned is really key.
Kevin Dieny:I, gosh, that can be such a hard one to figure out.
Kevin Dieny:But when you can figure out the ask, I think.
Kevin Dieny:And you figure out, okay, when am I going to ask, how am I going to ask?
Kevin Dieny:If you have those things figured out, then you can get the
Kevin Dieny:user-generated, getting someone to leave a review for you is fantastic.
Kevin Dieny:It's a big deal to be able to get a fairly strong stream of
Kevin Dieny:incoming reviews coming in.
Kevin Dieny:You can incentivize it and be like, hey everyone, you know, whoever gets
Kevin Dieny:the most reviews at this period of time, we've, we've done this too.
Kevin Dieny:What tends to happen is it falls off when the contest isn't running.
Kevin Dieny:So it's like, okay, well, how do we get this process so that it's sustained
Kevin Dieny:and it's going, cause user generated content, like you mentioned is fantastic.
Cassie Ciopryna:Yeah, I mean, if you have like an office that people are
Cassie Ciopryna:coming into having a little thing in there, like I said, you can incentivize,
Cassie Ciopryna:customers or patients to leave a review.
Cassie Ciopryna:Of course you cannot.
Cassie Ciopryna:It's not like legal to say, give me a five-star review.
Cassie Ciopryna:And then you get this gift card.
Cassie Ciopryna:You could only ask for their opinion, whatever that opinion may be,
Cassie Ciopryna:uh, or like said a proactive way.
Cassie Ciopryna:If you have texts going out to a house that they have on their card, like leave
Cassie Ciopryna:me a review and you could have contests, or it could always be something like that.
Cassie Ciopryna:I think it's easier to be ongoing.
Cassie Ciopryna:Every review you get you get point towards this, or you get a gift card here always.
Cassie Ciopryna:And on your website, of course, just having on there, places for people to
Cassie Ciopryna:leave reviews, I think is you just want to be, it sounds bad to say be in people's
Cassie Ciopryna:faces, but you're not in their face so much because people go all over the place.
Cassie Ciopryna:The more that they see you, if they see something on your website and they
Cassie Ciopryna:may see it when they search on Google and then they see it, on Facebook.
Cassie Ciopryna:Then you just stay in people's minds more, especially when we are
Cassie Ciopryna:delivering content that they enjoy that they're learning something from.
Cassie Ciopryna:So getting those reviews, there's a lot of organic ways to get them.
Cassie Ciopryna:You just have to put in that little, little bit of effort.
Kevin Dieny:Let's say we've checked off, like, I look at
Kevin Dieny:it like, okay, there's content.
Kevin Dieny:And when users generate the content for you, that might
Kevin Dieny:be like the dream scenario.
Kevin Dieny:That to me would be like, ultimately, like if they are willing to like,
Kevin Dieny:make a video for you, write an article for you, share their experience.
Kevin Dieny:And just talk about what they experienced to help other people make that decision.
Kevin Dieny:That's huge.
Kevin Dieny:And on the, the least.
Kevin Dieny:Let's say the least valuable to me is just the company brand talking about itself.
Kevin Dieny:Like to me, that's, that's fine, but it's not nearly as powerful, I think,
Kevin Dieny:or as valuable or as interesting to people who are online who are, you
Kevin Dieny:know, everyone's researching everything.
Kevin Dieny:So the best kinds of content to me are closer to user-generated.
Kevin Dieny:But there is in-between stuff.
Kevin Dieny:And like you mentioned, like the owner of the company.
Kevin Dieny:The doctor who runs the clinic or who works there.
Kevin Dieny:Doctors in the industry or someone of renowned kind of like influencers, right.
Kevin Dieny:There is influencer in some industries, in some industries, it gets a little foggy.
Kevin Dieny:Like what the heck would an influencer be in the plumbing space, but there
Kevin Dieny:are, there are home service influencers.
Kevin Dieny:They look at people and go, oh yeah, I would trust that if they told me things.
Kevin Dieny:So there are, there might be opportunities to tap into influencers.
Kevin Dieny:It's not exactly like you go out and you shop for people to influence.
Kevin Dieny:So I'd say it's a little difficult to find an influencer to be like, oh yeah, I love
Kevin Dieny:this brand or this company or this service and this, I always go to them, especially
Kevin Dieny:when you're a local small business.
Kevin Dieny:But you as the owner might be seen as like the influencer,
Kevin Dieny:because you started this business.
Kevin Dieny:You stand behind it.
Kevin Dieny:So maybe you're a pretty good influencer of it, but do you have any ideas or, tips
Kevin Dieny:or anything in that influencer category?
Kevin Dieny:Cause I'd say it's still better than the brand itself talking and
Kevin Dieny:it's, but it's not quite as good as the consumer, end of the day.
Cassie Ciopryna:Hmm, well, one of the things you said too, that's
Cassie Ciopryna:super important to point out is don't just talk about yourself.
Cassie Ciopryna:That's not good content marketing.
Cassie Ciopryna:You don't want to say here's my company, and this is like, you
Cassie Ciopryna:know, you want to show me what you do and what sets you apart?
Cassie Ciopryna:What are your unique value propositions?
Cassie Ciopryna:But ultimately it has to be like people, people don't care about what you do.
Cassie Ciopryna:People care about how are you going to help them with their need.
Cassie Ciopryna:So that's what you need to show in your content.
Cassie Ciopryna:That's why you're not saying, you know, five reasons why XYZ company
Cassie Ciopryna:is the best plumber to have.
Cassie Ciopryna:Who's going to want to read that?
Cassie Ciopryna:They want to see five ways, to, help fix your toilet.
Cassie Ciopryna:I can't, I just keep going with the plumbing thing, but they
Cassie Ciopryna:want to see how you help them.
Cassie Ciopryna:How are your services something that's going to benefit make their life easier?
Cassie Ciopryna:That's all they're looking for.
Cassie Ciopryna:They're not looking for information about you.
Cassie Ciopryna:And some brands try to be like very brand centric about themselves.
Cassie Ciopryna:And you need to, if you're just talk in 'you' not in 'I' if you see
Cassie Ciopryna:that you're writing and you have an email or you have a blog post
Cassie Ciopryna:saying, we, we, we, we do this.
Cassie Ciopryna:We could help that.
Cassie Ciopryna:We're so great.
Cassie Ciopryna:You've got to switch those around to you.
Cassie Ciopryna:Like you have this need and we can help you fix it.
Cassie Ciopryna:But ultimately you should always make sure you're like talking to the
Cassie Ciopryna:consumer, not talking about yourself.
Cassie Ciopryna:So that is something that some people do incorrectly.
Cassie Ciopryna:So when you said that, um, that's definitely one.
Cassie Ciopryna:I forget what your second question was now.
Cassie Ciopryna:Yes, influencers.
Cassie Ciopryna:Yeah, like you said, you don't have to have an outside influencer,
Cassie Ciopryna:your owner or someone on your team could be your little influencer.
Cassie Ciopryna:If you're someone that has this knowledge and you have X amount of years experience.
Cassie Ciopryna:You know what you're talking about.
Cassie Ciopryna:You are an influencer, they should trust you.
Cassie Ciopryna:Especially if you are providing content that shows you're trustworthy and that
Cassie Ciopryna:you do know what you're talking about.
Cassie Ciopryna:Then someone might start following you, maybe.
Cassie Ciopryna:Yeah, maybe even for your socials, you have a specific person that, that
Cassie Ciopryna:gives out little personal touch signs off, or, you know, like, oh, Hey,
Cassie Ciopryna:it's Bob here, owner at XYZ Plumbing.
Cassie Ciopryna:And here's your Monday tip.
Cassie Ciopryna:There you go.
Cassie Ciopryna:Now they're looking out for Bob's Monday, tip Facebook.
Cassie Ciopryna:You could even join, if you're very local, facebook groups that, people are in.
Cassie Ciopryna:That you could organically, not like salesy things promote super
Cassie Ciopryna:promotional, but you could post some of your, share some of your blogs in
Cassie Ciopryna:there, some of your videos in there.
Cassie Ciopryna:For the community, or figure out like what is on the community.
Cassie Ciopryna:Next door is like a cool app.
Cassie Ciopryna:You can post little things on there.
Cassie Ciopryna:And if you're just sharing for the sake of sharing information with
Cassie Ciopryna:people, and then they're going to find.
Cassie Ciopryna:If you're sharing, just so that you could make that sale, but
Cassie Ciopryna:that's going to come across.
Cassie Ciopryna:So you want to really just provide that value.
Cassie Ciopryna:And is there someone, is there someone in your community, that,
Cassie Ciopryna:people do pay attention to and listened to, then maybe how could
Cassie Ciopryna:you get a collaboration with that?
Cassie Ciopryna:Maybe you can get a guest post on your blog from them.
Cassie Ciopryna:Or just a quick little interview that you could share.
Cassie Ciopryna:Maybe it's even just a person that, you know, if you know
Cassie Ciopryna:your audience really well.
Cassie Ciopryna:Like I said, we think we talked about things.
Cassie Ciopryna:They're like, what I listened to, what do they read?
Cassie Ciopryna:Who's following you.
Cassie Ciopryna:If you have social and then who are they following?
Cassie Ciopryna:There's so many, like mommy, influencer blogs, you know,
Cassie Ciopryna:they'd have stuff around the home.
Cassie Ciopryna:Maybe someone like that, even saying we used this company,
Cassie Ciopryna:we loved them, that's enough.
Cassie Ciopryna:Or like they did this for us.
Cassie Ciopryna:They look at this article, they shared.
Cassie Ciopryna:That's an influencer.
Cassie Ciopryna:Doesn't have to be, people hear influencers and they think of
Cassie Ciopryna:celebrities or super famous.
Cassie Ciopryna:Like a local person as your influencer is probably going to work better for
Cassie Ciopryna:your small business, because it's more like locally trusted in the community.
Kevin Dieny:When you've got your sources figured out, like, okay,
Kevin Dieny:I'm going to create this and you have the question figured it out.
Kevin Dieny:And you'll have the idea of how you're going to report on it, figured it out.
Kevin Dieny:Then it gets to that point where it's like, okay, well now we're going to create
Kevin Dieny:this, someone's going to write this or whatever, but how do I make it better?
Kevin Dieny:How do I make it as great as it could possibly be?
Kevin Dieny:And there's there's components of, I think virtually almost every piece of content.
Kevin Dieny:And that is, there's almost always like a punchline, headline, question.
Kevin Dieny:There's, there's almost something that leads there's sometimes like a
Kevin Dieny:visual there's sometimes like a video.
Kevin Dieny:There's something, you know, of showy, contextual-ness.
Kevin Dieny:Then there was almost always like the body of it, right?
Kevin Dieny:The meat of it, the answer, the response, the whatever it is.
Kevin Dieny:So if there's like these three components, let's say we just make it very simple.
Kevin Dieny:Right, but if we break it, if we have those three pieces,
Kevin Dieny:how does a business go?
Kevin Dieny:Okay, now I have my process in mind, how do we make the best content possible?
Cassie Ciopryna:Yeah, so I would just suggest start with a blog.
Cassie Ciopryna:Make a blog post, except have your 20 questions that you know
Cassie Ciopryna:people are asking written down and.
Cassie Ciopryna:Have break those out until you make little, like here's a centralized, like a
Cassie Ciopryna:little web, here's like a main question.
Cassie Ciopryna:And then what are some questions that would come off of that
Cassie Ciopryna:question that are related.
Cassie Ciopryna:In build your blog, like around this little content web?
Cassie Ciopryna:And you could even, there's like free websites, I think, to
Cassie Ciopryna:make little webs like that too.
Cassie Ciopryna:So say if you're doing, like, why is my toilet leaking?
Cassie Ciopryna:Here's your blog article.
Cassie Ciopryna:Why is my toilet leaking?
Cassie Ciopryna:What's all the questions that can come out of that.
Cassie Ciopryna:Make sure you write all those down.
Cassie Ciopryna:So why is my toilet leaking?
Cassie Ciopryna:That's going to be your title.
Cassie Ciopryna:Maybe put that into Google, look at page one, click on every single article on page
Cassie Ciopryna:one and see what is their title and what are all their little subheaders in there.
Cassie Ciopryna:And write them down for every article.
Cassie Ciopryna:Of course, what's in the number one spot.
Cassie Ciopryna:You want to make sure you're answering all the questions they are.
Cassie Ciopryna:But then you also want to go further and add even more.
Cassie Ciopryna:What are all the other articles asking or talking about as well, so that you
Cassie Ciopryna:could have like a mega piece here.
Cassie Ciopryna:That's talking about every possible scenario.
Cassie Ciopryna:And also the, if you're Googling just like other questions people ask about that,
Cassie Ciopryna:that's a really great part to utilize.
Cassie Ciopryna:But even just using the other questions, people ask, just have like
Cassie Ciopryna:every variation of that in your blog.
Cassie Ciopryna:And then you could, you could break out into smaller pieces from this one piece.
Cassie Ciopryna:And repurpose just some of those little sections and you know how people read.
Cassie Ciopryna:You don't want to have a big chunk, just like one long paragraph.
Cassie Ciopryna:No, one's going to want to read that.
Cassie Ciopryna:So, know I think if you read an article, I mean, even in journalism, newspapers, I
Cassie Ciopryna:think they're set their paragraphs could be only two sentences long before you
Cassie Ciopryna:have a line break in the next paragraph.
Cassie Ciopryna:So try to play with that.
Cassie Ciopryna:Use your headers for each question, like question, answer, question, answer.
Cassie Ciopryna:And they're also going to like that in Google too.
Cassie Ciopryna:So when they're, you know, figuring out if you have a good article and that's
Cassie Ciopryna:how you might get some of those like top search parts or like the small snippets
Cassie Ciopryna:that shows just one little part there that you're answering really well.
Cassie Ciopryna:Also forums like Quora or, I mean, if you go on Reddit, if people are asking
Cassie Ciopryna:questions, answering in there could also help or be good research for you
Cassie Ciopryna:to see what other questions people might be asking that you should include.
Cassie Ciopryna:And in that blog article.
Cassie Ciopryna:So even if you have, if you make this one big, do one a month or one every other
Cassie Ciopryna:month, like on a certain topic, then you have, you should have enough content
Cassie Ciopryna:you can pull from there for all of your.
Cassie Ciopryna:Social media posts or making a video on something, or you could
Cassie Ciopryna:use, um, or some tools like Canva.
Cassie Ciopryna:If you want to make a small little infographic that you don't have to
Cassie Ciopryna:be a graphic designer to figure out, cause I'm not a graphic designer,
Cassie Ciopryna:I've done little things on there.
Cassie Ciopryna:I'm like, I'll write the words and give it to someone else to make it look pretty.
Cassie Ciopryna:There's ways that you can figure out to make other little stuff make, if you want.
Cassie Ciopryna:If you have an Instagram.
Cassie Ciopryna:Pull a quote out and make that a little image for your
Cassie Ciopryna:Instagram to share, or Facebook.
Cassie Ciopryna:And then people liked that little quote and now they want
Cassie Ciopryna:to click in and read more.
Cassie Ciopryna:Making that larger piece on a specific topic that really just dives
Cassie Ciopryna:as deep as it can into that topic is going to help you give you more
Cassie Ciopryna:content to then reuse from there.
Cassie Ciopryna:You don't need to feel like you need to create a whole new piece of content,
Cassie Ciopryna:every single week or every single time that you're sharing something.
Kevin Dieny:So let's say the business loves this idea.
Kevin Dieny:And they want to start making content, but let's say they're
Kevin Dieny:not the smallest type of business.
Kevin Dieny:Let's say that they're considering, I'm thinking I'll just, I will hire
Kevin Dieny:a content manager to oversee content.
Kevin Dieny:So if you could, since you've exhibited this role.
Kevin Dieny:What are some things, some very important things, a business owner
Kevin Dieny:should contemplate before they hire?
Kevin Dieny:And what type of content managers should they be looking for?
Kevin Dieny:Like what aspects of that do you think would help a business achieve its
Kevin Dieny:goals of, not just content, but of growing their business with content?
Cassie Ciopryna:That's a good question, but yeah, if you're like
Cassie Ciopryna:willing to dedicate time to content and we want to make a plan and you
Cassie Ciopryna:want to hire someone to do that.
Cassie Ciopryna:You should at least have an idea of what kind of content do you think you need?
Cassie Ciopryna:Do you have any content to begin with, to work off of, or no, like
Cassie Ciopryna:an audit of what do you even have that's possibly considered content?
Cassie Ciopryna:Do you have a website?
Cassie Ciopryna:Do you have these social media profiles that you'll be sharing content on?
Cassie Ciopryna:Do you have people to share something in print?
Cassie Ciopryna:What you already have, it might be nothing.
Cassie Ciopryna:And then what do you want to have?
Cassie Ciopryna:So do you want a blog that's going to gain readers.
Cassie Ciopryna:Are you going to be using paid ads to get those.
Cassie Ciopryna:Or are you just trying to do everything organically and figure
Cassie Ciopryna:out like, what's your end goal.
Cassie Ciopryna:And you can't say, you know, in three months I want to have X more
Cassie Ciopryna:customers from having this content.
Cassie Ciopryna:That's not really a realistic goal.
Cassie Ciopryna:Break it down and say, we're gonna, you know, we're going to write one
Cassie Ciopryna:blog per week on getting through these 25 questions that we have.
Cassie Ciopryna:So over the course of the first two quarters, we're going to have.
Cassie Ciopryna:Blogs to answer all of these main questions.
Cassie Ciopryna:We've got a lot.
Cassie Ciopryna:And from there, you want to make sure that we start internally leaking,
Cassie Ciopryna:linking to your different blogs.
Cassie Ciopryna:You want to be having a plan to share them and your content manager should
Cassie Ciopryna:be able to handle all that for you.
Cassie Ciopryna:They have to get to know your business, get to know your customers
Cassie Ciopryna:and see what are they interested in?
Cassie Ciopryna:What kind of content are they going to actually find beneficial?
Cassie Ciopryna:And.
Cassie Ciopryna:How are they going to perform and making those different types of content, right?
Cassie Ciopryna:Because not, everyone's going to want to read a blog article.
Cassie Ciopryna:So if you're only doing blog articles, that's good.
Cassie Ciopryna:It's a good start.
Cassie Ciopryna:But then from there, how are you going to share that in different ways?
Cassie Ciopryna:And I would recommend if you're starting off with content, you want to get more
Cassie Ciopryna:of that evergreen content, which is.
Cassie Ciopryna:You know, content that could be used at any time of year.
Cassie Ciopryna:So that like, if like why is my toilet leaking.
Cassie Ciopryna:Versus after you have some of those basic evergreen content in place, then you can
Cassie Ciopryna:go off with more seasonality, like why to protect your roof every spring, why
Cassie Ciopryna:to get your roof cleaned every spring.
Cassie Ciopryna:Someone might be searching in a specific point in time.
Cassie Ciopryna:So kind of outlining those.
Cassie Ciopryna:Here's the basic content needs we have.
Cassie Ciopryna:The questions that we need to answer that our customers care about.
Cassie Ciopryna:And then breaking out from there, like even more, uh, specific topics
Cassie Ciopryna:that are going to help your business.
Cassie Ciopryna:Help your customers, potential customers, and help people find you and how to share
Cassie Ciopryna:those so that people are finding you.
Kevin Dieny:Wow, that's some really great ideas.
Kevin Dieny:I think it would be really helpful for businesses to have someone like that
Kevin Dieny:instead of having to do it all themselves.
Kevin Dieny:I think it helps to have someone who's responsible for that and for the
Kevin Dieny:business to be able to look at that as like, okay, this could really, you
Kevin Dieny:know, overwhelm the ROI of what it costs to just get started with this.
Kevin Dieny:I'll do a quick summary about some of the stuff.
Kevin Dieny:And then if there's anything I missed, you can, that'd be great if
Kevin Dieny:you could like chime in on there.
Kevin Dieny:So, I look at it like this, first of all, a business is not going to
Kevin Dieny:sustain and survive if they're only advertising to get everything they do.
Kevin Dieny:I think they've got to have some organic.
Kevin Dieny:They've got to have word of mouth.
Kevin Dieny:They've got to be able to grow their business without spending money
Kevin Dieny:on every single thing they get.
Kevin Dieny:And to, to get to that point, I think even the smallest business
Kevin Dieny:needs to be considering, how am I going to be putting out some content?
Kevin Dieny:That delivers value, that answers the questions, that provides solutions.
Kevin Dieny:That, that puts me as a source of trust in my consumer, my market, my customers,
Kevin Dieny:my patients that I'm going after.
Kevin Dieny:And I think that that is initially where it starts, then
Kevin Dieny:it's like, okay, what, like you mentioned, Cassie, what do I have?
Kevin Dieny:What assets do I have already?
Kevin Dieny:Okay, what do I, what kinds of things do I need?
Kevin Dieny:How big is that gap?
Kevin Dieny:You know, to start out with, to get the evergreen, to get the foundations
Kevin Dieny:out there for the main questions.
Kevin Dieny:The main stuff that you want to go on to tackle.
Kevin Dieny:The main value you want to provide.
Kevin Dieny:And then it's okay, I need to track this.
Kevin Dieny:I need to make sure that if I'm going to spend this money, if I'm gonna spend
Kevin Dieny:money, promoting it, spend money to create it, I'm going to get some return.
Kevin Dieny:So then, you know, I need to learn a little bit of Google Analytics.
Kevin Dieny:I need to make sure that my web profiles, social profiles are in place.
Kevin Dieny:I think that's a consideration.
Kevin Dieny:And then finally, okay.
Kevin Dieny:Now, should I hire someone?
Kevin Dieny:Which is, I think why I, it was a good thing that we talked about that.
Kevin Dieny:Okay, no, then I'm going to do it.
Kevin Dieny:Okay, who's going to make this content with me, me, my team, my company.
Kevin Dieny:I got to pull resources from everywhere I can if I'm don't
Kevin Dieny:have a person dedicated to this.
Kevin Dieny:And when it comes to making the content itself, great.
Kevin Dieny:I think you really highlighted some great things.
Kevin Dieny:Think about the customer, put it in your voice.
Kevin Dieny:Consider that the question and what you know about them and what value you can
Kevin Dieny:provide them helps to make that content.
Kevin Dieny:And as you get better at making that content.
Kevin Dieny:Meaning as you make more and more of it, you might learn some
Kevin Dieny:content works better than others.
Kevin Dieny:Some, some things that are working better than others.
Kevin Dieny:Here's, what's working, you know, in the top Google results, like you said,
Kevin Dieny:here's the things they're tackling.
Kevin Dieny:And at the end of the day, I think that all sets you up
Kevin Dieny:for producing great content.
Kevin Dieny:Even when you don't have the fast resources or maybe even the proper
Kevin Dieny:processes of refining content, it gives you a really good headstart.
Cassie Ciopryna:Yeah, no, I think that's great.
Cassie Ciopryna:And as you're saying that I was thinking too even though content
Cassie Ciopryna:marketing is not about selling.
Cassie Ciopryna:You also should still take advantage of when you are writing this blog article,
Cassie Ciopryna:make sure to like promote yourself a little bit at the end and show, you know,
Cassie Ciopryna:why are you a leader in this and why do, why do you know what you're talking about?
Cassie Ciopryna:I own this business and look, we can help you do this too.
Kevin Dieny:The CTA, yeah.
Cassie Ciopryna:Yes, yeah.
Cassie Ciopryna:You do need those CTAs.
Cassie Ciopryna:I don't know if your business is utilizing email.
Cassie Ciopryna:I would recommend that as well.
Cassie Ciopryna:If you are a business that needs repeat customers, I'm sure you're
Cassie Ciopryna:gonna have lulls, certain seasonalities that are as busy as others.
Cassie Ciopryna:So maybe you use that time to create your content when you
Cassie Ciopryna:know, you're going to be crazy.
Cassie Ciopryna:And you're trying to get people in.
Cassie Ciopryna:If it's again, roofing for like five reasons that.
Cassie Ciopryna:Hire someone to clean your gutters.
Cassie Ciopryna:Every winter and you're emailing it out, people might be, oh, maybe I
Cassie Ciopryna:should just schedule an appointment and get my gutters cleaned.
Cassie Ciopryna:And the more that you're talking to your customer base, the more again,
Cassie Ciopryna:they're going to remember you when it does come time that they have that need.
Cassie Ciopryna:And have a little, yeah, soft CTA at the end of your blogs for your contact
Cassie Ciopryna:page or lead them to a different blog.
Cassie Ciopryna:Internal linking of if they're curious of that.
Cassie Ciopryna:Oh, now here, let's find more over here.
Cassie Ciopryna:So take advantage of, of those still without being, you know, only about
Cassie Ciopryna:trying to get them to use your service.
Kevin Dieny:Yeah, no, that's really great.
Kevin Dieny:I totally had skipped over the CTA, but the call to action enables
Kevin Dieny:that conversion point to leap from content into revenue tracking.
Kevin Dieny:So that's a big deal and we didn't want to miss that.
Kevin Dieny:There's a lot in this topic.
Kevin Dieny:It's a deep topic to get into it, but I think we covered a lot of like the basics
Kevin Dieny:that a business, especially a smaller business might want to get started with.
Kevin Dieny:Let's say, there are additional questions.
Kevin Dieny:People who are maybe like, you know what I ha I was thinking
Kevin Dieny:about this the whole time.
Kevin Dieny:How can people reach out to you Cassie?
Kevin Dieny:How can they find out more about you or connect with you or what
Kevin Dieny:you do or anything like that?
Cassie Ciopryna:Yeah, anyone could find me on LinkedIn, Cassie Ciopryna.
Cassie Ciopryna:My LinkedIn is, uh, you could search me on there.
Cassie Ciopryna:I have my contact information or even if you want to reach
Cassie Ciopryna:me on my work email address.
Cassie Ciopryna:My LinkedIn is is CC I O P R Y N A.
Cassie Ciopryna:And you can reach me or message me on LinkedIn.
Cassie Ciopryna:Connect with me on there.
Cassie Ciopryna:Email me.
Cassie Ciopryna:Happy to help.
Kevin Dieny:That's awesome.
Kevin Dieny:Thank you so much, Cassie, for coming on and diving into this topic.
Kevin Dieny:We'll have to do it again.
Cassie Ciopryna:Yes, I know exactly.
Cassie Ciopryna:If we got questions, I'd be happy.
Cassie Ciopryna:Cause I know certain things go all over the place.
Kevin Dieny:So, yeah.
Kevin Dieny:Thank you everyone for listening and chiming into this, uh,
Kevin Dieny:wonderful episode on how small businesses make great content.
Kevin Dieny:So hope to catch you again later.
Kevin Dieny:Thank you.
