Topic Clusters: Fresh Ideas Based on Expertise
Episode 14124th June 2022 • Women Conquer Business • Jen McFarland
00:00:00 00:47:38

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The women conquer business show is an educational.

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How to women in business podcast that features stories, marketing

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news and real life experiences from fun and friendly hosts.

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Jen McFarland and Shelley Carney.

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Join us as we dive into the details.

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So you can slay marketing, overwhelm, streamlined 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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okay.

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That was fun.

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I don't know what just happened, but welcome to live in conquer business.

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I'm Jen McFarland, who apparently has not mastered scream yard yet.

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And I've been going by.

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I am here and it's okay.

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That's what happens when you go live, there's going to be a little glitchy

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things that you work your way through.

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That's life today.

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We're going to talk about topic clusters.

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So it's coming up with fresh ideas based on your own expertise.

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We've talked a lot over the last few weeks about research and content

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based on customer testimonials and basic keyword research.

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But if you want to know the secret to reach the right audience with

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your expertise, the solution is within you and oh, by the way.

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It will really help you rank with Google.

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And it's a really good thing to use if you want to come up in search.

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So this week's show is all about creating topic clusters or when I'm working

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with my clients, I often call them content themes based on your expertise.

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And you'll find that you have this goldmine within you and we're going

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to help you unlock those riches.

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Bridges treasures.

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All right.

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What's up?

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So in my life, I'm still at my mom's house and she came home on Saturday

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and we have been adjusting to.

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That we've getting the correct equipment in place.

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We have home helpers coming in and we're getting used to each other.

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She's got physical therapy and occupational therapy going on,

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still people who are coming to the home to help her with those things.

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It's a good move forward, but at the same time, it was like, stressful for her.

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So it's this time period of transition.

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And then we're ready to move ahead.

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Now.

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I think we're in that place where she's good with being at home and

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good with people coming in to help.

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And now she's ready to get to work on her physical therapy.

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So it's all good.

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Wow.

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Yeah.

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How about you?

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I have been heads down working on this presentation for the

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association of philanthropic counsel.

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So I have.

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Some clients who are nonprofit consultants, they help nonprofits

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do capital campaigns and fundraise.

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They help them hire people.

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They're just like, they're like us they're consultants, but they

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help nonprofits exclusively.

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And.

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They asked me to come speak at their conference in Portland

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and I'm super excited.

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It's going to be fun.

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It's right down on the riverfront.

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It's supposed to be like 85 and sunny tomorrow there.

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So I'm going to speak for about an hour and a half about how to

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market your non-profit consultancy.

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And then I'm going to go walk along the river and just enjoy the weather

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I've been waiting for this for months.

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We've had blue skies almost all week and.

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Yeah.

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And in fact, after this, I'm going to go take my dog for a walk and go enjoy it.

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Cause it's just it's phenomenal here.

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So I'm really excited.

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I get to meet I have been collaborating with this group for their

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conference now for a few months and.

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And the weather's hitting it just the right time.

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So I just, I think it's going to be really fun, but yeah, I've been like

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super like laser focused on that.

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And I think it's gonna be super fun.

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And in fact, you're V you're breaking news.

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That's the thing I gave up to speak.

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At this event.

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I had tickets to VidCon.

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I had my hotel, I had everything and I had to cancel it all, but it's

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worth it because this is going to be, this is going to be a great.

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So very good.

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Yeah.

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Oh, I'm also still completing the prep for my course live cast life style.

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And one of the funny things is my daughter has decided that she and her two of

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her friends are going to revitalize her YouTube channel, where she focused on

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weird Al Yankovic they're super fans.

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And He sees revitalizing that with these young ladies and there are other,

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there is another podcast out there.

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A friend of hers is doing his own podcast.

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There's a couple of guys doing this.

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So she's how am I different?

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And what's, how and how do I do this?

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And so I've been working with her on her channel and telling her.

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YouTube first, live stream first and then create the podcast from that.

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And I've been walking her through it and she keeps coming up with more questions.

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So I said, go through my slides for my course.

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I think they're going to answer a lot of your questions and then

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you can also tell me if you have any new questions based on that.

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And then I can, that'll help me make the course even better.

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Looking forward to that course coming out I think I'm going to wait till

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I get home to record it though.

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So it may not come out till early to mid July, but if you would like to get

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on the waiting list for that course, you can go to course.cast.life and

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sign up to be on that waiting list.

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So you'll know.

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That when it comes out and if you're on that list, you'll be offered a special

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discount for friends and family, a discount or our early bird signer, uppers.

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Oh, that's awesome.

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Yeah.

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Cool.

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That's really exciting.

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Yeah.

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And we were talking earlier.

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Different platforms for your daughter and like how to do it platforms like Patrion,

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they just take the huge percentage out, any revenue that you generate.

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It is, there are a lot of options out there.

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And so she's been talking, you guys have been figuring out where to put

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her platform so that she can raise money, coming up a lot to some of

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these other platforms, the creator.

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The struggles of creator real, because you make things and you want people to

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participate and then it seems like there's always somebody out there who wasn't

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and you're breaking up a little bit.

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Maybe you might not move your microphone just a little bit closer, so funny.

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Okay.

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Thank you.

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All right.

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Okay.

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So breaking news, it is VidCon this weekend.

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Yeah.

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That would have been awesome to go.

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I had an Anaheim in hon.

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Yeah.

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And it's an Anaheim and it, they, it, they had it all set up really great so that

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kids could go and they had daycare and they have all different kinds of topics.

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They had, they have groups where you can meet some of the big

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influencers on YouTube and tic talk and all kinds of places.

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It's going to be a really neat event.

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So I didn't realize that you could get in on it through.

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Yeah.

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Yeah.

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They have a YouTube channel.

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They'd Khan has a YouTube channel and they are doing some of the content

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will be live streamed on their channel.

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I'm not sure how long they're going to keep it up on the channel, but they've

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got it all set up for the different talks.

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So you can go there and subscribe and click on the bell to get

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notified when they go live.

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They're going to be incorporating a lot of ads and stuff for.

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For their sponsors in their live stream.

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So it's valuable for their sponsors and them to do it to share that content

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in that way so that more people can see those sponsors and advertisers.

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And yeah we're going to put the YouTube link for VidCon in the show

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notes so that you, if you want to know more about it, you can, or

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you can just look it up on YouTube.

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Yeah, and I forgot to do the breaking news.

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I forgot to do the sound.

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Sorry.

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That's okay.

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So Toby got his new.

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Road cast or approach to, so he's going to be quits me the

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road caster when I get home.

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So I can have new sounds to myself.

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We can all have sounds.

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Yeah, I don't have a lot of other breaking news.

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I've been reading some interesting blog posts about Google.

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There's a lot going on right now.

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Google analytics and what they're going to replace it with.

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How are they going to do the cookie list future of tracking and ad tech,

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but there's just nothing definitive yet to really report it breaking news.

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So I guess we should move on to training.

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Yeah.

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Okay.

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So it's like baseball.

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Ooh, let's play ball.

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So it's a, yeah, it's about leveling up.

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That was why I picked that.

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That sounds so it's funny.

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We have the show flow, which we've talked about a few times and.

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Shelley asked me if I was still recovering from my concussion,

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because it looks like code in here of all these different topics.

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And so I'll be taking the lead on this and Shelly's going to be asking

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me a lot of questions and talking about her experiences with this, but

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topic clusters are really important.

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And one of the reasons that I wanted to talk about this is I work with a

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lot of people and I've talked to a lot of business owners and they have

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a really hard time coming up with.

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Ideas that are well to talk about what do I talk about?

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They don't know what they can talk about in their expertise.

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And so what we're going to go through are a few things that are important

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as you think about the types of topics you want to discuss and how.

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Brainstorm it so that you're not only getting the expertise, meaning

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you're bringing the right people in, as you talk about the things that are

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important to you, but you're also going to get the search benefit from it.

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'cause you're going to be talking about a broad range of topics, and then I'll show

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you how that plays out on your website.

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You could do the same thing.

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I think on YouTube, where your related videos are related to all of these

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other elements, you can do this.

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On LinkedIn, if you have the LinkedIn newsletter and you want to link to

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like all the different newsletters, there's a lot of ways you can do it.

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Fundamentally.

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This is about where, because we're talking a little bit last

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week, we talked about blogging.

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So this week we're talking about how to plan out your blog a little

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bit, but you could use this for just about any topic that is within

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your expertise that you want to.

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Is that right?

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Shelly?

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I can link everything the way that I said in YouTube.

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All the cards and everything.

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Yeah.

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Yeah.

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So you could do these deep dives in this way.

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You could do, you can also do it with your podcasts.

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And essentially that's what we're doing here, where we're taking these different

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topics and we're doing, sometimes you just don't know what people are going to find.

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Interesting.

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The other day yesterday, Toby's I don't know if I want to do this show

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because I don't know if anybody's going to show up and I'm like, if you're

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excited about it, they will be excited.

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Yeah, let that inform you because for me, that show did really well and a

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lot of people showed up and watched it.

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Yeah.

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So we're going to explore it and we're going to see what happens next.

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So the first part is to really think about how you are communicating

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and what this is called in SEO.

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Land is E.

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And or eat, which is funny because my example is about chocolate cake.

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So I guess it's all tied together.

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So eat is what Google is looking for.

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When they're trying to decide if your website is worthy of sending people

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to, it could be the same thing where, you know, when you are, if you create

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a lot of YouTube videos, when you see previews of videos coming up in

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search, it would be the same thing.

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So they're looking at these different layers of.

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Who you are, what you do in order to determine whether

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or not to serve your content.

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The first dimension of that is E or expertise, and they're

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looking at the creator themself.

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So that would be like, in this case, they're looking

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at Jen McFarland and Shelley.

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What is the body of work that these creators have made and

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they can look at everything.

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And so they're looking at and evaluating whether your expertise is aligned.

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This is why, if you are an acupuncturist you don't want

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to suddenly be talking about.

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Something completely unrelated, like lighting your livestream.

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You want to stay in your lane because Google is looking for all of the

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things that are part of your lane.

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Does it mean.

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It does.

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And we have found that when you completely radically change, sometimes you're going

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to have a small group of people who do stay with you because they like you, they

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will stay with you no matter what you're talking about, because they just like you

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as a person, a friend, a brand, whatever.

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As long as you're not going.

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Turning into a different person.

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They like you.

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So you can change your brand.

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You can change your focus.

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You can hone in on things a little more if you need to in the future, but to get

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started, of course you want to be very clear about who you are, what you're

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talking about and who you're talking to.

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Absolutely.

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And that is entirely about expertise.

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And again, we're talking about Google, but the same is true with your audience.

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You know what Shelly's talking about, like whether they're going to follow you

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or not, and you have experienced in this because you made a radical shift, from

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talking about treasures, to talking about.

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Content marketing, you know how you put out the information about treasures?

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Basically, it was what I was going to say.

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It was related, but, and you've retained some of the audience, but then from

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the Google perspective, they're like, wait, they were talking about treasures.

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So it takes a while then to build up that expertise so that

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Google will send people to you.

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So there's two different layers of what's going on.

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Which is the audience later.

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And the people who know you layer and then the people you don't know who largely

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come from Google, other people sharing, all of that kind of expertise that you're

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sharing that then other people want to share your work with their friends.

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So then the second layer is authoritativeness and it is

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the actual content itself.

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So it's not only you as a creator.

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It is, or the professional, if you're a professional.

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You are a creator.

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If you're putting something out into the world, it's also the content itself.

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Is the content itself good?

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Or are you just creating it for the sake of getting clicks without any substance?

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Or are you creating it just to sell something, but you don't really

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know what you're talking about.

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We're seeing this happening a lot where people get something like

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Jasper or pepper type or some of these AI writing programs and.

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And or a topic and create gobbledygook just so that they can rank.

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And now what Google is doing is they're going through with humans, it's crediting,

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but it takes them while to do it.

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So it's really important that whatever you create is from is within your

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expertise and is authoritative meaning you're creating it to

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create value, to help people.

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And that it is based on expertise and part of what helps with that

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is if you link to other things.

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So something like a topic clusters, you might link out to HubSpot or SEMrush, or,

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any of these different SEO companies to show that you have, well-researched it.

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And you're like within your lane of.

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That's right.

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And the way you present it can be attractive as well.

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For instance, if you're doing a demo of a product and here's how

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you use it, here's step by step.

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And then your review of it.

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People are going to watch it again and again, because they're going

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to go through those steps with you.

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But if you are doing a conversation about a topic, you're more likely to get people

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in the beginning where it's live and they can participate in that conversation.

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So you want to think about how you're presenting your content as well.

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That's right.

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100.

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And then the third dimension that Google is looking at is a little bit

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more technical and not like it's the website, it's the platform itself.

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So if you're presenting on YouTube they like their own.

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But if you have your own website, which I highly recommend, it's looking at

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things like what's the other content on that website, is that trustworthy?

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Is it coded well, or does it have malware or viruses on it that

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could be harmful to other people?

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Does it have, is it well coded?

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Does it perform well?

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Are people going to have to wait eight seconds before

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the L the website even loads?

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It's looking at the overall, how long has the website been around

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the overall trustworthiness of the content itself, where it lives?

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So these three things go together, hand in hand, and that's really one of the basis.

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For how Google is looking at your work.

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How do we know this?

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Because this is one of the few things that Google has actually written up on

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their website, as one of the ways that one of the factors for how they're looking

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at you and looking at your content.

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So how you communicate is incredibly important.

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Having one website with all of your stuff is really important because

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you're not spreading out your creator expertise among a lot of places.

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You can have content on.

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YouTube and apple podcasts and LinkedIn, but ultimately you really do want to

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have that content hub in one place where you are putting all of your

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authority and expertise in one place.

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Okay.

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No.

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I know you worked really hard on that and I'm still getting there.

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We do have our live cast life hub where all of our content lives in

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our about page tells you what we do, but it's not maybe as beautiful.

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And user friendly is what Jen has.

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Yeah, I've worked really hard on it.

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Yeah.

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It's changed a lot even since we only put other Shelly.

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So it's a process.

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And that's the thing.

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I always tell people in the beginning, you just want that good enough

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website and you want to get the hang of whatever it is that you're doing.

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So don't put a lot of pressure on yourself on the trustworthiness of a website, but

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just know that it'll come, especially if you continue to create things within your

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expertise that are helpful and authority.

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So that those are the two that you maybe have more control over, especially if

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you're not a web developer yourself and you don't or a brand specialist

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and know everything about branding.

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The next dimension is the next set of the next acronym is, your money or your life.

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So what this means, and I think that this is interesting because it

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really does seem to me like this.

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All topics.

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The next dimension is, are you providing accurate information?

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Could your information do harm?

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And you can say we already talked about that.

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That's authoritativeness, right?

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It is.

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But it's also.

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Something separate that's being looked at and you could, I know

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people will look at these topics and think I have seen things that are

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harmful in any one of these things.

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So it's a judgment, right?

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Whether or not something is doing harm or not, I think it's an entirely a judgment.

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What is that kind of your take on this?

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I think you have to be careful in what you're using to support your.

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Your theories, your arguments.

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In our case, if you go into our little treasure community, there are people

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who are supposing where the treasure was hidden and nobody knows for sure,

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except for a couple of people like the ranger of Yellowstone national

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park and the person who found the.

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They know where exactly the geographical coordinates of where it is, but

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other people are supposing about.

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And then they take those suppositions and treat them as fact.

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And then they start to build their case upon that.

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And then they get angry at anybody who questions, their facts.

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So you have to be careful.

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You're not doing that.

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What you state as a fact really is a fact.

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And then not just your opinion and then building your case.

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And then you know that I'm right in your wrong kind of an attitude.

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If you have.

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Strong research and surveys that you can use and support your

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theories and your arguments.

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Then, then you can build upon that.

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And then you can tell people, this is my opinion.

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Here's how I feel and not to treat it like it is the one and only way to do things.

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Absolutely.

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And how do we know that your money or your life is important?

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We know that it's important because Google has told us it's important.

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We know it's important because it's also talked about on several different places.

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Again, all of the main.

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SEO topics, main SEO providers.

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Everybody's talking about how important good content is.

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So what are the topic areas where they consider your.

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Your money or your life or these to be critical topics.

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Like I said, it's just about everything.

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So it's like news and current events.

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So that includes this cause this is about business and tech and we don't

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talk about science, but science, it also is government and law.

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So anything about politics or.

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The legal system, anything related to that financial advice?

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So investments, retirement crypto, all of that kind of thing.

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Shopping information.

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So product reviews and research in that regard, anything

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about shopping medical advice?

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So drugs, hospitals, emergency.

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All, anything in that realm is considered, inaccurate information

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could do harm and then people.

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So that encompasses race, religion, sexuality.

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These are very broad.

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So it's really easy to have information taken down.

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If you are not dedicated to providing the best information available.

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Yes.

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And if you care about your audience, then you're going to care about the validity of

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what you're saying and explaining to them.

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Yeah.

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And you're going to have to talk about where it is that it comes from and how

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this fits within your area of expertise.

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So those are the two things that are just we're grounding.

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I want to ground us in, when we come up with our topic ideas, things that

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we want to talk about that are the most important to our area of expertise.

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They all have to remain.

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High quality focused and linking out to all of the other, the greatest resources,

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because we always want to create the highest level of content possible.

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And this is what helps us show up more online, because this is a lot of work,

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writing a blog or creating a video.

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All of these things are a lot of work.

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So you want to make sure that whatever it is that you're doing, it is

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definitely going to get seen and heard and appreciated by all of your people.

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So the next thing that you least have to think about at a very high level

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is that people search for a ring.

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So if you think about it, the latest statistics are that like 87% of all people

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with a smartphone, which is a lot of people, our phones they're using their

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phone as a search engine, 87% of the time.

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Every day and we're all searching for different reasons.

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We might be searching to navigate to something, just to learn about something.

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That's, what's called a navigational search.

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I don't know anything about this topic.

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Help me understand like this, a big general, certain, and

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you might want to come up with.

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Informational.

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So what is this like how, what is some specific information on a topic?

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So it could be like, what is live stream or what is acupuncture or what is

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business, coaching, marketing, coaching, energy, healing, whatever that topic is.

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Okay.

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And you want to have stories case studies about.

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And again, I want to encourage people to really think about what it is that

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they look for in search, because what we're going to talk about is capturing

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people with the LA the big searches.

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So the big, what is this?

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And getting them into your content.

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So they go all the way down to where we're commercial or transactional pieces.

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You're comparing products or you're encouraging people to buy from you.

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And part of that is that you want them to get in on a general search

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and then just start weaving through all of your levels of expertise.

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And that's really what leads people to buy.

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And the reason is it takes so many.

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The points now for people to decide whether or not they're interested in

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what it is that you're talking about and how you talk about it, what your

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services are that really, what you have to do then is find different ways to get

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people at different points in the funnel.

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So they're like, man, women conquer business keeps popping up or wow.

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Shelly keeps coming up.

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This is how that we do that is that we we go through.

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And make different trips of content.

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We describe our expertise in several different ways and it

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eventually will become the contact point that will lead to a sale.

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You can separate your content out into these different playlist so

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that you have a playlist that covers the definition of, the overview

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of what it is that you talk about.

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Then you can have a playlist that gets more into the information.

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Then you can have a playlist that describes products

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and reviews of that sort.

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And then you can get into the transactional, how can I help you?

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Or you can also do a one piece of content that funnels all of that

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starts off with the definition and then works down to the end where the

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transaction is a lot of webinars.

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Start off that way.

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Yeah, totally.

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Yeah.

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Although there are a lot of webinars that seems to just go

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straight to the transactional.

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And I don't think there is good.

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They're not helpful.

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They're not helpful.

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And people are going to sign off.

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Yeah.

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And so that's why we talk about this.

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We want to.

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Help you welcome people in and work their way through all of the

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different layers and levels of what it is that you are offering and

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all of your layers of expertise.

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That's why there's so much gold inside of you as the expert is you have

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this within you, that you can talk about all these different dimensions.

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And help people in these different ways.

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So how does this play out?

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I'm scared show this next slide.

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For those of you who are listening, it's going to be.

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A lot of arrows so way that this brings to this is a topic cluster.

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So the way that you do this is maybe you have four or five

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different layers of expertise.

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Maybe you have four or five different services that are all

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related to one major broad topic.

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So you have one topic hub.

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So say you wanted to talk.

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Leadership.

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And next week, we're going to talk about what that means that

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pillar post or a skyscraper page.

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And you wanted to have one big post about leadership, and then you have all

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these different dimensions of leadership discussed in that one post, but then you

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break it off and write articles about each of those different dimensions to.

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Sure your overall position and expertise in leadership.

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So it's a lot of different related topics surrounding one big topic hub.

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And that's essentially what a topic cluster is.

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Okay.

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Are those letters significant.

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They are like the informative or the navigational or the

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commercial or the transactional.

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So each one of your supporting articles about a particular topic.

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They also could be how tos, which are typically navigational or people

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that are trying to learn something.

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They can be comparing two different products that is helping people

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understand and maybe get closer to making a buying decision.

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They can be commercial.

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So that is when people are ready to be.

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You're lining up when you're not you're exactly lining up everything that you

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talk about within your expertise, with a different stage of the content funnel.

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So you're capturing the people who have general questions, and then

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you're capturing the people who are ready to make a buying decision.

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Cynthia says it's very helpful.

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She loves it.

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Who says this, Cynthia.

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Hey, Cynthia.

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I'm so glad to see you.

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Okay.

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So what does this look like in real life?

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It looks like this and Shelly is so mad at me for not having a piece of chocolate

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cake on and the background even, could have one big thing in the background.

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So the topic cluster example that I have is chocolate.

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And you might have.

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So say you talk a lot about recipes.

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Say you talk a lot about baking and one of your specialties is

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making chocolate cake, for example.

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So you have all these different things that you can be talking

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about related to chocolate cake.

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But the thing I want you to notice is that all of these topics, they don't overlap.

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Entirely.

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You're not talking about the same thing over and over again.

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You're talking about different aspects of chocolate cake.

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So for example, is flowerless chocolate cake.

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Gluten-free this is a question.

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This is a question that a lot of people might have, and they're just looking

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it up, but then if they get there, then they might be like, oh, there's a lot of.

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A lot of blog posts here about chocolate cake.

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So you link back to your ultimate guide to all chocolate cakes, because

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maybe they're not just interested in flowerless chocolate cake and

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whether or not it's gluten free.

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Maybe they want some good recipes.

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So you have the ultimate guide to chocolate cake, but then you offer

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different topics around chocolate cakes.

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So it could be chocolate cake versus chocolate brownies.

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Those tastes different.

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I think they do.

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You can also chocolate versus a chocolate cake versus cupcakes, also different

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chocolate wedding cakes, chocolate cake recipes, how to bake a chocolate

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cake, low calorie chocolate cake and nutritional facts about chocolate cake.

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So these are all different ways that you can be talking about

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the topic of chocolate cake.

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It's all different areas.

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And these are different people who are going to be looking

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for different aspects of this.

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You can do this if your area of expertise was marketing.

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So say your central point is email marketing.

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You don't do 10 posts about what is email marketing, because they

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start to cancel each other out after awhile, you would do maybe.

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You know how to get higher engagement, which email marketing

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platforms do I want to use?

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How do I write an engaging newsletter headline?

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So you're talking about all these different elements that are related to

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your centrally focused hub or your big topic, but they're a little bit different.

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The other thing that you can do.

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And this is also really important is say you have four or five different

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layers, different types of expertise.

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So in the case of our chocolate cake, They may be also talk a lot about low calorie

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sweet treats, and they talk a lot about things like frosting or different things

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that you can use to decorate your cake or different elements that are related.

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You also want to speak to those things and make sure that people

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know where to find those other times.

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So they can always stay on your website or stay in whatever your content bucket is.

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If it's, again, LinkedIn or YouTube or, wherever it is that you're keeping

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all of your content, you want to make sure that people know that they're in

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the right place and that they can get access to all different types of things.

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And that's essentially what a topic cluster is.

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And then how you get people out to some of your related.

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So that one in the middle.

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Is that your, that's your skyscraper tentpole.

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Yeah.

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So that is your side scraper or your pillar posts is called a lot.

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And you can do this in a lot of different ways.

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So when I talk to clients about this, I don't call it topic clusters.

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I call it content themes.

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So you maybe have one area of expertise.

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And that's like your hub.

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That's the main thing that you'll talk about.

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And you might have one really long post that describes it, and

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then you have themes or different ways that you're talking about it.

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You can do this with social media.

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For example, you could be like this month, I'm going to talk about.

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Logging, or this month I'm going to talk about social media.

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And then, one week you talk about social media scheduling tools.

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And one week you talk about how to engage when we can talk about productivity and

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social media, you talk about all these different dimensions and then you have

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one topic and it's really important to do it this way, because you're centering

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your expertise around all of the different factors that you can think of.

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The service provider.

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So since I work a lot with service providers, one way that you can look at

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it, if you're like, I don't know anything about chocolate cake, this isn't helpful.

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Another way that you can look at it is problem, solution and results.

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And you just keep going through these three dimensions of it.

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What are the problems that my customers have?

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What is a solution that I can offer?

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What are the results?

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So this is a baby.

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Way of looking at it.

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So you could be like, okay, like I'm, any of these things, he could be talking

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about email marketing to bring it back.

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What are the problems that you see people have with email marketing?

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How would you suggest that these different problems get solved and what

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are the results that they can expect?

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And that's another way you can tackle these topics.

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And Delta, right?

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Delta.

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I know no pictures.

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If you want to see what this looks like in real life, let me show you on

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the women conquer business website.

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I feel like I have done a fairly good job of tackling this problem.

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If you go to the women conquer business website and you go to articles, you'll

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see that, business leadership, marketing.

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Reviews cause I do a handful of product reviews and then

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resources for subscribers only.

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So then if you go in here, these are different basically.

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Product hubs.

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These are different areas of my expertise.

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And if you dive into any of those, you can get more articles

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and get more information.

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Or if you scroll down, you can see all of them.

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So there are a lot of different ways of doing it.

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This is a very straightforward way.

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You can do it any number of ways and get to the same result.

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It's really about just helping people get to understand you in a more holistic way.

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And my central is the livecast lifestyle.

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So I can go ahead and add, say, okay, live streaming as part of

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it, podcasting is part of it.

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Blogging's part of it, social media posting and contacts is part of it.

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Email marketing is part of it.

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It's the hub is all around the livecast lifestyle and that's how I'm creating

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my course to cover all of those things.

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Yeah.

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Yeah.

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And Cynthia says, that's what service providers do solve problems.

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And I think that is fundamentally true and also something that

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a lot of people forget, that's what we're doing all the time.

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So it's okay to also be solving some problems in your content.

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You're not giving too much away because a lot of times people are

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never going to do it themselves.

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They're not, but they want to hear whether or not you can help them with that.

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And then.

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They're more likely to engage with you.

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So don't be afraid to go into that, problem, solution results,

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Delta as Shelly calls it, where you're talking about those things.

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Because when you start grouping your content together based on expertise,

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you're in a really good place.

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So if you want to know how to take that to the next place, what we're really

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talking about here is looking at your areas of expertise, looking at your

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services, just to wrap this up and then.

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Doing some brainstorming sessions around all the different areas within

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that, that you can be talking about.

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That's really what this is.

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What are all the different things within your areas of expertise?

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Shelly just listed off a whole bunch.

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So that's why all of you have all of this expertise from, with it.

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You have a gold mine within you.

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You talk about it all the time.

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You're answering the same questions over and over again.

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Now, take that and share it in a systematic, meaningful way so that

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people understand they're more likely to get you and that's what you want.

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Yeah.

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And that's how they resonate.

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Yeah.

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And become more loyal and bond it to you.

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That's right.

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Wow.

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I feel a little tired.

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I'm saving a lot of work.

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I know it sounds overwhelming, but you can do these things over years.

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This is not something that you have to do right away.

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Yeah.

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You just have a list and you just start like checking that stuff off.

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Thank you, Cynthia.

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I'm glad that this is excellent information for you.

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If you like this information and this kind of style, I highly encourage you to

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subscribe to the women conquer business newsletter that is@womencookerbiz.com.

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Slash newsletter.

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And every week I share tips that are similar to this different topics that

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are helpful to people, especially service providers and help them get exactly what

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they need to move their business forward.

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I subscribe that's right.

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Get every Sunday.

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And then what do you have for us?

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Oh so yeah, I'm afraid livecast life workbook that you can download

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that walks you through all the steps of becoming a livecast producer.

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And you can get that at guide dots.

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livecast.life.

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Hey.

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Yeah, it's cool.

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All right, so let's move on to.

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I mean moving into tweaks weeks though.

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We, yeah.

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What's your tweet, Jen.

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And the week.

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So I have been, like I said, I've been so heads down on this association of

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philanthropic counsel work that I have.

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And as you notice, maybe today, my slides that did not include chocolate

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cake all of that was created in Canon.

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Canva has been making some minor changes and tweaks inside of their programs.

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Presentations a little sharper.

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I think it also helps if you're developing graphics.

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So I've noticed that they're now sharing with you.

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If everything is equal distance they're sharing.

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If everything is lining up just right, they're making it a lot easier, I

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think, to make your graphics, but.

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And since I have these massive presentations, I have noticed that

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there are no longer limiting the number of slides, which is fantastic.

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So I have a lot of really long presentations that I like to give.

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I tend to use Canva because I like pretty or organized.

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I don't put a lot of content on mine and.

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The Google decks, they just don't do as much those slides I find PowerPoint

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to be maddening and frustrating.

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And so I tend to use canvas slides.

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I know that last week, Shelley, you talked about using Google slides and animation.

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So I think this is all just about personal preference.

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The right tools are the ones that you use, right?

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The ones that work well for you and have become part of the.

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Yeah.

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Do you have a tweak of the week?

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I've been using a lot of Bitmoji and I think there are a lot of fun.

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If you're interested, they do have a Chrome extension Bitmoji.

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You can create a little in.

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Cartoon person that looks like you and you get to design and you

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get to design their face and their hair and what they're wearing.

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And it's a lot of fun.

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And then you can incorporate that into your emails.

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That's like, all you want it to do is respond back and say,

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thumbs up or team awesome.

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Or something like that.

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You can pull those in very easily.

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You can pull them in to your slides.

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You can pull out, you can use them on your phone.

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They are.

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Integrated with Snapchat, if you're into that too.

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You can also, if you're a couple, you can, send things out as a couple.

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My daughter does that with her husbands, so there's, they have a

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little couple emojis and they're both in it and they're like, oh, happy

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mother's day or something like that.

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Or thank you or whatever.

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And the two of them are together and there are a lot of fun.

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Check it out and play around with that a little bit.

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It can be a lot of fun and it can be like a little bit of a,

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cartoon representative of you.

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And I think it's just another way of adding to your own personal brand.

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I like the emojis.

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I used them for a long time and then I don't know why I stopped.

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And then when I made my Bitmoji, everybody said it didn't really look

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like me and then somebody else made it.

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And I was like, I don't think that looks like me.

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But anyway, I think they're fun.

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I always love it.

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When you send me emails and texts that have been mochas in it, I think

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they're, they always make me smile.

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So I think that's, I think that's important.

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So there you have it.

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Those are our tweaks of the week.

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Are you ready, Shelly?

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For the inspirational.

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Yeah, let's do it.

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So this is from Marcus, a really is meditations.

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And he said, you could enjoy this very moment.

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All the things you are praying to reach by taking the long way around if

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you'd stop depriving yourself of them.

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So as yourself, what is it that I want?

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What am I working toward?

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What is important to me in this life?

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And why am I striving?

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When you answer that question, try to get to the deepest level.

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And when you do that most often, you're going to find

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that you want to feel secure.

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You want to feel loved.

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You want to feel supported.

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You want to it's a feeling.

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That you're after.

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So if you want a new car, there's a feeling that you're after.

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What is that feeling?

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Is it pride?

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Is it security?

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What is that feeling that you're looking for then instead of waiting until

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you have that new car to feel that.

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Find a way to feel it.

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Now, maybe you just think better thoughts or maybe you can be

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counting your blessings basically.

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And taking stock of all the things you already have in your life.

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All the people, all the support, all the love you have in your life.

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And you can get to that feeling that much quicker instead of waiting until.

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You get to a certain place in life, you can start feeling those things now.

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And I think that's a really wonderful way to live each day is just to

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be grateful for what we have count our blessings and share the love.

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I think when somebody in your life passes or has a major incident like a

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stroke, it really reminds you to You don't take those moments and connect.

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Yeah.

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Yeah.

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Yeah.

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Thank you.

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I think that's really important to remember that.

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And there just been a lot of things going on in the world and

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in our lives, it seems lately.

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And I think that's a really important thing to do is to take a step back and

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not deprive yourselves of the fun and the joy thinking that you'll always

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have time later because you might not.

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So I, I think that's a wrap for today's show.

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Okay.

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Thank you for joining us today on women conquer business.

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And next week, we'll be talking more about those pillar posts, the

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skyscraper content that will help you be at the center of your expertise.

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So we talked, we didn't talk at all about chocolate cake.

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We just talked about all the other parts, like the frosting and stuff.

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So next week, we're going to get into the meat of the matter.

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And everybody out there have a really great week.

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And talk to you later from sunny Portland, Oregon, have a good.

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Thank you for joining the women conquer business podcast posted by Shelly

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

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question regarding your most challenging content creation or business problem.

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

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

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