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Effective Content Marketing Strategies with Carolyn Crummey · The SmallBizChat with Melinda Emerson

• 0:00
  From a single podcast, you can get dozens of pieces of content that you can use blog posts.
• 0:06
  You know, from one podcast, we can take a client and we can get 5 blog posts out of it
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  dozens dozens of social posts that come from it, split up the video into a number of, you
• 0:17
  know, different ways.
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  And So I mean, from one piece of content, you're you've got tons of it.
• 0:22
  And go back to the other pieces of content that you have that might be a little bit older.
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  Can you refresh them?
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  Can you bring them up to date?
• 0:29
  Anything you have that might not be evergreen, you wanna be able to do that?
• 0:36
  0 ignition, liftoff.
• 0:41
  Ending small business failure.
• 0:43
  Welcome to the Small Biz chat podcast with a number 1 small business expert, Melinda
• 0:49
  Emerson.
• 0:50
  Melinda's goal is to end small business failure, and she'll give you the information
• 0:54
  you need to succeed and live the life you've dream of.
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  Now Here's the small Biz lady herself.
• 1:01
  Melinda Emerson.
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  Hi, everybody.
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  I'm Melinda Emerson, the small Biz lady, and I'm the host of the small biz chat podcast.
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  I'm so excited to have you all here with us today because we have an amazing show.
• 1:16
  Now the small business chat podcast is a peer to peer interview show that gives small
• 1:21
  business owners a way to get invaluable business advice.
• 1:25
  The mission of small business chat is to end small business failure.
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  You're here to get advice about how to take your business to the next level.
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  And we're giving you different angles that you might wanna consider.
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  So now with that, I want to turn and introduce my very first guest Her name is Carolyn Crummy,
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  and she is a small business adviser and content marketing strategist with over 3 decades of
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  experience in all aspects of starting, managing, and running a successful business.
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  She's the owner of Vertastic.
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  A boutique content marketing agency that offers small and midsized businesses, strategic know
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  how that increases traffic, brand awareness, lead generation, and customer engagement.
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  They also tactically execute those strategies with their done for you marketing services.
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  You can get more information about her at vertastic.com.
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  So it's t a s k tick.
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  Alright.
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  Carolyn, welcome to the small business chat podcast.
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  Hey, Melinda.
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  Thanks for having me.
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  It's great to be here.
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  Oh, I'm so excited to to learn from you.
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  So let's just start out with the basics.
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  Right?
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  What is content marketing?
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  And then tell me a little bit about how you became a contact guru.
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  Sure.
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  Absolutely.
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  So content marketing is what we're doing right now.
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  Right?
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  It's a strategic marketing approach to focus on creating, distributing, and promoting valuable
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  relevant and consistent content that's geared towards attracting your target audience and
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  moving them to sale to make a sale.
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  Right?
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  So people don't always think of content marketing.
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  It gets a little confusing, but really it's it's blogging podcasting, your email marketing,
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  your lead generation of activities, that's all part of your content marketing.
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  So why do you think that business owners need to do content marketing?
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  Like, is it is, like, is it even an option not to do content?
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  I was gonna say I don't know that it's an option to not do it.
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  I mean, the reality is content marketing will deliver the greatest ROI of of all of your
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  marketing efforts that you're gonna put out Right?
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  And so what we're seeing is in 2021, 43% of marketers increased their content marketing
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  budget.
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  And in 2022, We're seeing that number go up even higher.
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  More people are investing now in content marketing for one simple reason.
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  It works.
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  It's the best way to drive traffic to elevate your expertise in whatever your industry might
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  be and to, you know, get in front of a target audience that you're looking to attract and
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  sell to.
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  Yeah.
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  But I see a lot of bad practice out here, Carolyn.
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  I mean, there's a lot of bad content on, you know, I think it's one of the reasons why I
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  still have a job because I have a journalism background, so I always knew how to develop
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  quality content.
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  And I think that has always made the difference in my business.
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  But why do you think some small businesses fail with their content marketing?
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  So, you know, I'm not even sure if it the word fail is the right word with it.
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  I think it's more how so many small businesses don't optimize the opportunities that are in
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  front of them with content marketing.
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  We see it all the time, and we hear it from other or some of our customers.
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  Oh, I tried blogging it.
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  It just doesn't work.
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  You know, social media doesn't work for my business.
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  Well, hate to tell you, social media and blogging work for every business.
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  I don't care what kind of business it is.
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  It's just that you're you're not doing it right.
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  You know, you can't just write a blog, throw it out there, you know, once a month, maybe post
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  on social media a couple of times and expect that that's gonna give you any kind of return
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  for what your efforts are.
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  It just doesn't work that way.
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  You know, when I mentioned what is content marketing, one of the key words is consistent.
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  Right, consistent, valuable, relevant information.
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  Right?
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  Those are such keys to it.
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  So and the big problem we see a lot of times is a lack of strategy.
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  Right?
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  We see that across many areas of business, but in content, when it comes to content marketing,
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  a lack of strategy is just setting you up for not receiving the return that you should be
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  getting on all of your efforts.
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  So you've gotta start with a strategy and understanding, you know, exactly what you're
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  hoping to gain by each of the activities, whether it be blogging, podcasting, email
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  marketing, you know, what what's your expectation on that and how are you gonna, you
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  know, move that forward in your business?
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  And, you know, I call that random acts content.
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  Right?
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  You know, when people don't have a strategy, they're just out here.
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  Oh, I think I should be on TikTok because everybody's on TikTok.
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  And I
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  was like, You don't need to be if your people are on to time.
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  Right?
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  Exactly.
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  I think people get caught up, though, in, like, you know, the rabbit, like, oh, there's
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  something new.
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  Let me go chase that.
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  So Yeah.
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  But how do you figure out the best content channel for your business?
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  Well, it's actually it's a lot easier than many people think.
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  The right content channels for you are where your audience is.
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  But let's back that up a step.
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  Right?
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  You've gotta know who your audience is.
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  And I know we've talked about this before.
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  So many people fail to identify their target audience and have a really deep understanding
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  of who they are.
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  And if you don't know that, just stop Just stop what you're doing.
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  You know, it it makes no sense.
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  So define who your audience is.
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  And once you know that, then you can very easily figure out where they're hanging out.
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  Right?
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  Are they are they the type of people that wanna listen to a podcast?
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  Are they are they the type of people that'll come to your website and and and read a blog
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  post?
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  Are they sitting on Facebook?
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  Are they sitting on Instagram?
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  What is it?
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  So there's a lot of things you'd have to think about, but it all comes down to where's your
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  audience hanging out and you need to go hang out there with them?
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  Well, one of the things that I've noticed, at least in the last, you know, year is short form
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  video.
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  Everybody's talking about it.
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  TikTok now has, you know, what, a 1,000,000,000 daily users or something.
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  I mean, like, to the point where all the other platforms are, like, taking on TikTok
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  personality because because they're trying to siphon people away.
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  So it is is Instagram Real's TikTok, you know, I think YouTube shorts is even Facebook now has
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  a has a video, like, I mean, do you gotta be doing video?
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  Is video converting better than any other type of content?
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  100%.
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  100%.
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  They said, what was this?
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  You know,
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  okay.
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  This is how I'm gonna prove I'm a a gal of the eighties.
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  Wait.
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  Video killed the radio star.
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  Right?
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  Well, video is taken over content marketing as well.
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  I mean, you have got to be doing video in 2022.
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  I mean, if you weren't weren't doing it in 2021, when you should have been doing it,
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  you've got to be doing it in 2022.
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  And every social platform now is set up with video.
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  So it's not really just TikTok or or reels.
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  You know, Facebook has been video for a long time.
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  Pinterest, you know, all of the main social platforms have a have a outlet now for you to
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  do more video.
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  And the question, do I need to be on TikTok?
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  Do I need to be on reels?
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  Again, let's back that up to I don't know.
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  Is your audience hanging out there?
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  Where are they hanging out?
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  If they're there, you better be there, and you better be, you know, producing valuable content
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  for them.
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  So you just mentioned Pinterest, and that's another one.
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  I'm starting to hear
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  a lot of buzz around Pinterest.
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  And so talk to me about how Pinterest has sort of, like, had this resurgence and it has a lot
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  to do with video too.
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  Right?
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  It absolutely does.
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  And and it's funny.
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  You know, we wrote it we wrote an article I'm gonna say, like, 3, 4 years ago talking about
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  Pinterest.
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  I mean, Pinterest is one of the first things that comes out of my mouth a lot of times when
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  I talk about content marketing strategy, assuming that the client I'm talking with has
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  an audience there.
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  So if you have an audience that includes women anywhere from the age of 23 to sixty five, you
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  should be on Pinterest.
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  And the deal with Pinterest is I always tell people don't think of Pinterest as another
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  social media platform.
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  You need to be thinking about Pinterest as a search engine just like you would with Google
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  or, you know, I don't think Google's the only search engine I use.
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  So or, you know, the other ones, but it it's a search engine, and that's the power of
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  Pinterest.
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  Now just like many of the other ones, they now have Pinterest ideas and Pinterest idea pins
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  are now short form videos that you actually go and and the response to those has just been
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  amazing.
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  So you couple where, like, on Instagram, you don't have that ability to push people back to
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  your website, of course, unless or over 10,000 viewers.
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  So you lose a little bit of that ability to redirect traffic back to your website.
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  Pinterest is a perfect vehicle for that now even with their pinned videos because Your
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  whole goal when you're doing content marketing and and posting on social should be get to get
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  people back to your website where they can learn more about you and discover more of the
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  content that you have, which is gonna actually help to convert them.
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  Alright.
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  So you have made the case for why we need to be doing more content.
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  What what kind of time and resources do I need to have monthly to be churning out significant
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  content because it's not a it's not an inexpensive thing to do.
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  So
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  It isn't.
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  You know, because you pay with your time and time is so valuable for small businesses, but
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  But give me a ballpark of, like, what people need to be prepared to do if they're really
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  ready to get serious about content.
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  Yeah.
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  So I think, you know, even if we just talk about a base content marketing strategy where
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  you're blogging, let's just say, twice a month, right, for to to be but then you're creating
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  social, right, that has to be, you know, consistent.
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  So you're out on social three, four times a week on the different channels.
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  And maybe you've got some short form videos that you're creating and you're doing it, you
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  know, some email marketing so that you can continue to work with the the people that have
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  already raised their hand and set an interest in what you do.
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  I think studies have shown that to kind of maintain that base most people are looking at
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  about 20 hours of time.
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  A blog post on average now somebody who doesn't have a background in journalism like you, and I
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  know you can churn out content can turn out content pretty easily.
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  But, I mean, an average person, you're 3 hours on a blog post, to get it done.
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  But what you've gotta remember is it's not even just that.
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  Right?
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  It's not just writing a blog post.
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  It's the uploading it.
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  It's the thinking about the SEO optimization because all of those pieces come into play.
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  And and then promoting it on social media, doing an email out to your list, let them know
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  because just because you wrote it, doesn't mean they're gonna come read it.
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  You gotta let people know.
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  Right?
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  So it's having a a consistent process and system for your content that you put together
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  But on average, you know, an individual need to spend.
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  I know when we do just our marketing in house for domestic, we we have somebody that spends a
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  good you know, 20 to 25 hours a week, just on our own our own stuff.
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  Now you talked about writing content, right, writing blog posts.
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  Now I'm starting to see all these ads for all these AI services, whether it's jarvis.ai or
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  any word.com.
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  Yeah.
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  Is that legit, or is it or is anybody gonna end up having articles that all sound alike?
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  You know, so we've we've played with some.
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  I'm a I'm an absolute tech geek.
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  Right?
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  So if there's a new tool out there and especially AI, which AI is gonna be the future
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  of a lot of things that we do, I'm gonna be testing it out.
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  So I've looked at Jarvis.
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  I've played with any word.
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  And, you know, there are there are some positive merits to it.
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  I mean, it can aid if you're not a strong writer or you're not somebody who particularly
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  enjoys writing, it could possibly use to help you kind of Finesse words to a page.
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  Is it quite there yet?
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  I don't think so.
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  I don't think so for the the type of content that's really gonna move the bar for you.
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  And actually get you the results that you want from a content marketing plan, but it's
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  definitely come a long way.
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  And I think as the AI for some of these, you know, begin to learn more and they're they're
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  fed more content and they have more users then they're just gonna become more intelligent.
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  So I don't I can see, you know, 2, 3 years down the road where we're gonna see a lot more AI
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  content But what will be interesting to see is how our good friends at Google accept that AI
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  content and what and what they do to actually encourage or discourage that use of AI content.
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  I think that's a really good point.
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  Now I for the record, I would be remiss if I did not ask you.
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  What is the right length of a blog post that people should be writing?
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  I mean, it started 300 words.
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  Then it went to 500.
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  750.
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  Now I've seen, I mean, Neil Patel, I saw him on the interview talking about 2000 words of post.
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  So help me understand Where are we at with people that are still out here blogging?
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  Cause I feel like people that are still blogging are rare because I think everybody
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  else is on podcasts or videos now.
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  But What is the right length for for SEO and for real conversion that you need to be
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  thinking about for a blog post?
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  Yeah.
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  I think there's a number of studies out there, and it changes.
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  It's everything else.
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  Right?
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  It keeps kind of changing.
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  You're right.
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  You know, I think 4 years ago, you were you were, like, 7, 800 words.
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  I'm good to go.
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  Blog post written.
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  But now we've been into the don't write anything under 1500 words.
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  So and I've even seen now that, you know, even blogs that are 3000 words are testing better
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  than, you know, those that are in that 12 to 1600 thing.
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  The thing to keep in mind is this.
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  Right?
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  When you're writing a blog post, you know, is it valuable?
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  Is the person, you know, the last thing you want is to someone come read your blog post?
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  Right?
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  Get to the end of it and go, well, I can't get, you know, that 5 minutes of my life back.
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  Right?
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  It's like watching a bad movie.
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  Right?
• 15:28
  You don't wanna be like, oh god.
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  I know.
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  I can't get that time back.
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  You want them to finish it and then crave more.
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  So I will always tell people go for value over length Right?
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  Be thinking about that and then just optimizing that content that you have put in there.
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  Right?
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  Make it something that They walk away, they've learned something, and then they wanna come
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  back to you to learn more.
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  They you just want them leaving, to coming back and saying, you know what?
• 15:58
  When I need help in this area, now I know where to go and they bookmark you and they keep
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  coming back.
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  That's your goal.
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  I couldn't I couldn't agree with you more.
• 16:07
  You were just such a a wealth of information, but we've gotta take a break.
• 16:11
  But when we come right back, I'm gonna talk some more with Carolyn Crummy about how often
• 16:17
  should you update your content strategy?
• 16:19
  I'm Melinda Emerson, the small business lady, and we will be right back.
• 16:23
  Hi.
• 16:23
  I'm Melinda Emerson's small biz lady, and I wanna welcome you to small biz lady university.
• 16:28
  Our mission here is to end small business failure.
• 16:32
  So all of the courses here are about 2 things.
• 16:36
  How to become your own boss or how to make money online.
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  support@malindamerson.com.
• 17:14
  Take care.
• 17:17
  Hi, everybody.
• 17:18
  Welcome back to the small bizchett podcast.
• 17:20
  I'm here with my guest, Carolyn Crumick, CEO of Vertastic.
• 17:24
  And, Carolyn, we were just talking about a lot of content stuff, but here's the deal.
• 17:28
  How often should a small business update their content strategy?
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  Well, the one thing about a content strategy is, like, any strategy.
• 17:38
  Right?
• 17:38
  You wanna update it if it's not working.
• 17:40
  Right?
• 17:40
  So you wanna make sure So we suggest to all of our clients, the beginning of the year, we
• 17:45
  reevaluate everybody's content strategy for a number of reasons.
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  Right?
• 17:49
  What's working and what's not?
• 17:51
  The great thing about content marketing is, and it's a very important part of content marketing
• 17:56
  is looking at your data.
• 17:58
  Data does not lie.
• 17:59
  And so data is what's gonna help you choose what your strategy is going to be.
• 18:05
  The other thing is things change fast in the world of content and content marketing.
• 18:10
  So you wanna make sure that, you know, you're taking all of the new tech, you know, tactics
• 18:15
  and strategies come along and seeing if they fit into your current strategy.
• 18:20
  So you kind of always wanna be looking at your strategy and maybe tweaking it and maybe
• 18:25
  pivoting if something's not working, but definitely you wanted to kind of look at what
• 18:29
  you're doing at the beginning of every year.
• 18:32
  And kind of set a plan for the for the year to come with what you're gonna be doing.
• 18:35
  I love it.
• 18:36
  Now what about repurposing?
• 18:38
  I mean, if you're gonna spend all this time developing content.
• 18:42
  Shouldn't you be able to use it to maybe?
• 18:46
  Absolutely.
• 18:47
  Absolutely.
• 18:48
  I mean, no nobody wants to reinvent the wheel.
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  Right?
• 18:50
  So this is a great thing.
• 18:52
  One of the big things coming up in 2022 and where we see a lot of people going to is
• 18:56
  podcast.
• 18:57
  Right?
• 18:57
  If they haven't already made that, you know, switch over to podcasting, we're seeing a lot
• 19:01
  of people make that move in 2022.
• 19:03
  And the great part about that is that from a single podcast, you can get dozens of pieces of
• 19:09
  content that you can use blog posts.
• 19:12
  You know, from one podcast, we can take a client and we can get 5 blog posts out of it
• 19:18
  dozens dozens of social posts that come from it, split up the video into a number of, you
• 19:23
  know, different ways.
• 19:24
  And So, I mean, from one piece of content, you've you've got tons of it.
• 19:29
  And go back to the other pieces of content that you have that might be a little bit older.
• 19:33
  Can you refresh them?
• 19:34
  Can you bring them up to date?
• 19:35
  Anything you have that might not be evergreen, you wanna be able to do that.
• 19:39
  And then think of things like creating a video from a blog that maybe you did last year that
• 19:44
  you can now just do a quick video for it and then republish it that way.
• 19:48
  You have that some internal linking that you can create on your website.
• 19:51
  You've got some new content, infographics, videos, all of these things that you can pull
• 19:56
  from existing content that you have That's an excellent way to utilize the bit of time that
• 20:02
  you have to do your content marketing to get some value out of it.
• 20:05
  I love it.
• 20:06
  I love it.
• 20:06
  What what good, good ideas?
• 20:08
  Alright, Carolyn.
• 20:09
  Last question.
• 20:10
  What is the best business advice anyone's ever asked you?
• 20:13
  Asked me
• 20:14
  or given these.
• 20:15
  So, yes, fine.
• 20:18
  That's fine.
• 20:19
  I'd have to say, you know, my I'm a I'm a child of small biz, parents.
• 20:24
  My parents both ran their own small businesses.
• 20:27
  I started working in a small business with my parents when I was 12.
• 20:31
  And I think from the very beginning, the one thing that was instilled was know your numbers,
• 20:37
  and that's always been a a big piece.
• 20:40
  And I'm amazed you know, when I talk with clients, sometimes how many people don't know
• 20:45
  their numbers.
• 20:46
  And when you're working, especially in a service based business where you're providing
• 20:50
  services, it can very quickly, become non profit, you know, negative profit because we
• 20:57
  don't value time the way.
• 20:58
  So so knowing your numbers and and I think in addition to that, knowing your value, that's
• 21:04
  that's a big, big one as well.
• 21:07
  I couldn't agree more.
• 21:08
  Thank you so much, Carolyn.
• 21:09
  You have imparted so much wisdom for us tonight, and I hope everybody's gonna be
• 21:14
  thinking about what their new content strategy might be.
• 21:18
  Alright, Carolyn.
• 21:19
  What's your favorite podcast?
• 21:21
  Oh gosh.
• 21:21
  So many of them, but I think the one I I listen to pretty faithfully is, Amy Porterfield.
• 21:26
  It's marketing made easy.
• 21:27
  She just she just has a great way of, getting new marketing information out there.
• 21:32
  I love it.
• 21:33
  What is your favorite business app?
• 21:35
  Oh, actually, this one's easy for me because we just saved ourselves as an agency about $700 a
• 21:41
  month by getting rid of 3 different apps and just going to this new app, but nobody probably
• 21:47
  knows anything about, an app Sumo geek.
• 21:49
  And I found it there, and it's called plutio.
• 21:53
  We got rid of Asana.
• 21:54
  We got rid of, time tracking.
• 21:56
  We got rid of another client portal that we had, and this has wrapped everything into 1.
• 22:02
  Plutio.
• 22:02
  We love it.
• 22:03
  Clutio.
• 22:04
  Alright.
• 22:04
  I'm gonna have to check that out.
• 22:06
  Alright, Caroline.
• 22:07
  What's your favorite business for?
• 22:09
  That's hard.
• 22:10
  So I'm gonna go with the last one.
• 22:11
  Actually, our team, our entire team, I just forced my entire team to read this one.
• 22:15
  Who not how?
• 22:16
  By Dan Sullivan.
• 22:18
  It's a new one, and I gotta tell you it will change your business if you embrace who, not
• 22:24
  how, and it's it's a good one.
• 22:26
  I love it.
• 22:27
  This was so awesome.
• 22:28
  Please support my guests because they have given their time and advice here tonight.
• 22:33
  They help all of us do better in business.
• 22:35
  Thank you all for watching this episode of the small bitch chat podcast.
• 22:40
  If you're looking for your digital pivot, I've got a resource that's gonna help you.
• 22:44
  We've got wonderful courses over at Small Buslady University.
• 22:47
  And I have one called social media selling that we just launched earlier this year.
• 22:51
  So if you're looking to figure out how you can turn your social into cash, I've got everything
• 22:56
  you need.
• 22:57
  All you have to do is head over to smallbizladyuniversity.com.
• 23:01
  You know, the mission of small business chat is to end small business failure.
• 23:05
  It is my honor to work with you all and share my insight and the of my guests And I wanna
• 23:11
  leave you with this.
• 23:12
  You never lose in business, either you win or you learn.
• 23:16
  God bless everybody.
• 23:17
  Good night.
• 23:19
  Thank you for listening to the Small Biz Chat podcast with Melinda Emerson.
• 23:25
  For more resources and small business success strategies, visit succeed as your own boss.com.
• 23:31
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.