All the things you have to offer don't have to be stuffed into every piece of content you create.

Melissa’s all about well-thought out content pillars as your go-to for keeping your audience hooked and hungry for more. 

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Topics discussed in this episode:

• branding
• virtual storefront
• online education
• community
• customer avatar
• client results
• tag lines
• content creation
• content pillars
• carousels
• case studies
• testimonials
• authority building
• LinkedIn™

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I hope you guys enjoy these what I'm calling podcast shorts for my burnout to all out community. This is just a little peek behind the curtain of the coaching that goes on inside of my programs. We're bringing to you some of the best nuggets and coaching I'm giving, within hot seats of all of our different programs, whether it's our LinkedIn Method Academy, our Mini Mastermind, Business Basics, all the way up to our higher level Mastermind. If you're hearing some of these questions, and you're like, man, I wish I could get my burning question answered by Melissa. Hey, guess what? You could be featured on my podcast. If you've got a question that you want answered and you submit it to my team and we pick it, we will bring you here to the podcast for our podcast shorts and, do a hot seat with you. Where can you submit your questions? Send them to team burnout to all out.co. We'll make sure we drop that in the show notes for our podcast shorts.

And I hope that you guys find as much value in the shorts as our clients do inside the program. Need some effective tactical advice that actually helps you get results and makes a real difference in your life and business? You've come to the right place. If you're finding yourself here today, it means you're getting ready to gain serious traction in your business, rapidly multiply your income and impact, and you're ready to make it happen while living all out. Guys, I'm Melissa Henault, your trustworthy corporate dropout turned 6 figure business burnout turned happy and healthy CEO of a multimillion dollar online business, and you're listening to the Burnout to All Out podcast. On this show, we're serving up innovative growth strategies, simple implementation methods to put them into practice, and action stimulating inspiration tailored specifically for the modern entrepreneur. Let's dive in. Is it Maeva?

Maeva. Yes.

Yes. How's it going?

Good. How are you? Good. Good. Well, I'm happy to join today. One of my wins, I've been becoming more active on LinkedIn and commenting more on different posts from my network. And I've started adding more leads or more contacts. And people are really happy to see direct messages, and I see that it's kinda warm already. So, yeah, that's my win for today.

Awesome. Yeah. So I'm feeling a bit stuck or, like, yeah, a bit in a spot where I don't know where to go. I'm struggling with my branding and my virtual storefront because I'm wearing multiple hats. So I'm in the big spheres of education, community engagement, and outreach, and I'm a PhD candidate. So I really appreciate the journey you've been on. It's always very interesting. So a PhD candidate in geography.

I work with community based projects, a lot with remote communities, indigenous communities, and using video and arts based tools. I'm also a cofounder of an online education platform for k to 8, so younger groups. So we work with teachers and story partners that are mostly researchers. So my avatar tends to be researchers, I guess, busy and successful researchers. And, I also do side gigs, so consulting research associate for different research projects, mostly around knowledge mobilization, community engagement, education content creation. So don't have many extra hours in the day, and so I'm more I'm thinking about offering something that could be more of a passive income, so content like of a course and coaching perhaps. I just don't know yet what it's gonna look like. So because of that, my branding of virtual storefront is kinda difficult to pin down.

So I'm hoping you might have some advice on where to go.

Yeah. This is exciting. So you're, like, spinning a lot of plates.

Mhmm. Yeah. Yeah. Definitely.

So you've got a social media management kind of business. Right?

Online education. It's like a platform, like a nature Netflix kinda thing. Okay. Uh-huh. Yeah. For kids.

Okay. So online education. Well okay. So a lot of it revolves around children in education. Right?

Mhmm. And higher education support, I guess, in terms of researchers and their needs and outreach and their needs in education. Yeah.

So it sounds like kind of like education is like the umbrella. Mhmm. Yeah. And so what are you struggling with when it comes to branding on that?

Yeah. Example, for my headline on LinkedIn, it's really hard to pin down because I'm wearing multiple hats. So I tend to just put forward in terms of what I'm supporting people with, facilitation, education, connection, and and looking at what people's feedback are. Like, they tend to tell me, oh, you're a good connector. You know, everybody. So I tend to put forward what I'm supporting people with rather than a specific role. But I find it's kinda so broad that it's really hard for me to get new leads because people, first, they think I'm too busy to to work with them. But, also, like, yeah, it it's just hard to pin down what I can really do for them, perhaps.

Okay. What are some of the results or the experience people can get from working with you?

Creating new trainings and new courses. I've been doing some curriculum development and co teaching with some professors, education content, knowledge mobilization, and dissemination of research, community engagement. And I also been, you know, research, community engagement. And I also been asked for a few times people who are researchers but not used to community based research. They've been asking me for advice and how to start and what resources are there and things like that. So that's also something, I think, that could be a potential avatar.

K. Awesome. So I think that we put a lot of pressure on ourselves to have everything that we do in our headline. And I think this is a classic example of where you may wanna be. You can lead if you want with one area in your headline, if there's one area you're a little bit more focused on than the others. But I think that where you're gonna get clarity is if I were you, I would lead with something in my headline that's definitely education, you know Mhmm. Has the words maybe education course expert. Like, you you could use some of these keywords, but I think that the main word that needs to be in there is education.

We'll we'll pull it up in just a second. But I don't want you to feel like you have to stuff all of it in your headline.

Mhmm.

Where you're really gonna unfold the story is in your summary and in your content. Right? So 9 times out of 10, people are not gonna come straight to your profile to see you. They're gonna see your content in the feed. So you can have a fairly general headline, at least in the first couple of words, that allude to your expertise in the education arena and or even with content and course creation. But I think that the key is gonna be in the summary, breaking it down into categories of your expertise. And looking at those categories that you break down in your summary can actually also become what we call content pillars that you focus on different days. Right? So instead of feeling like, oh, I've gotta mesh this all together, but it's like, how do I do that? Don't. Right? Maybe on Mondays, you're really speaking to course creation.

Maybe on Tuesdays, you're speaking more to community based resources. Maybe on Wednesdays, you're speaking to your subject matter expertise around online education. But what I'm saying is you can take all the different categories and actually break them down into subject matter expertise content days on different days. Does that make sense?

Yeah. No. It's a great point, and I that can help me create my content from those different hats and fields and kinda meshing instead of meshing them, kinda having them the separate content creation. Yeah.

Exactly. And so you think about some of the clients you work with that are working with you on course creation or, like, new training. Right? Mhmm. Like, think about what were their challenges and how has what they've done with you overcome whatever challenges or problem that they had? What solution has it solved by doing this work with you? And let that unfold in your content, kind of in your story. It can be written form. It can be video. Another one we love to do, you guys will see this, Like, we'll launch our next business basics group in January. So you'll see kind of closer to the end of the year, we'll start our marketing campaign.

It'll pivot a little bit towards business basics, and you'll see what we call carousels where you can swipe. And there'll be little case studies of, like, clients in our program, and here was their problem. Here's where they were in their business. And then you swipe and start to learn about what they were advised on, what changes they made, what output it made on their business, what the results were. Right? So you can play with that a little bit to all of you. You can do kind of, like, case studies or testimonials that create education as they swipe, but also are kind of marketing your own expertise or program at the same time. Right? Does that make sense?

Yes. Very much.

And then on, like, the last slide, and I think maybe we talked about this morning, That last slide, don't be afraid to create a call to action. Mhmm. If this content was valuable to you and you would like to learn more, contact me at xyz. Right? Mhmm. Create the call to action. Make it very obvious for them that you're not just sharing this to be nice, but it's actually a business of yours, and you're an expert and you can help them.

Right? Mhmm.

And the people who are really in that swim lane out of all of your network, they're gonna see that because it's relevant to them versus your post the next day, which speaks to a different audience that you're working with. Right?

Awesome. Thank you so much.

Thanks guys so much for listening in on today's podcast episode. And I can't wait for you to see my upcoming guest in the next episode. You are going to love this keynote speaker. Hey, here's the deal. If you like this, please subscribe and leave a review. And you want the latest online business growth strategies and exclusive LinkedIn pro tips sent straight to your phone? Text the word update to 704 318-2285. That is text the word update to 704 318-2285. Can't wait to see you guys.

Come find me over on Instagram, LinkedIn, Facebook, wherever you like to hang. Cannot wait to hear how you are enjoying and applying what you're learning. You guys reach out to me over on social because I love hearing what's resonating with you. When you reach out to me and you send me those personal DMs, they really do impact the content I continue to bring forward to you. So again, come find me, melissa_henault over on Instagram, Melissa Henault over on LinkedIn and Facebook. Can't wait to see you guys over there.