How to Build a Content Moat for Your SaaS Business with Jessica Malnik

i think you're live amazing well we are i think you're live amazing well we are just doing it by the seat of our pants just doing it by the seat of our pants just doing it by the seat of our pants today welcome to today's episode of today welcome to today's episode of today welcome to today's episode of microcomp on air microcomp on air microcomp on air i'm your host rob walling we've ran into i'm your host rob walling we've ran into i'm your host rob walling we've ran into some we've run into some technical some we've run into some technical some we've run into some technical difficulties today which is why we're difficulties today which is why we're difficulties today which is why we're starting about seven minutes late starting about seven minutes late starting about seven minutes late um jessica would you mind muting i'm um jessica would you mind muting i'm um jessica would you mind muting i'm hearing an hearing an hearing an echo coming back so if you have echo coming back so if you have echo coming back so if you have headphones headphones headphones you can put those on or or mute your you can put those on or or mute your you can put those on or or mute your speaker for now and grab some of those speaker for now and grab some of those speaker for now and grab some of those anyways jessica's in the background anyways jessica's in the background anyways jessica's in the background we're trying a new piece of software we're trying a new piece of software we're trying a new piece of software called streamyard because called streamyard because called streamyard because the the package we normally use and the the package we normally use and the the package we normally use and we've used for well over a year we've used for well over a year we've used for well over a year is um is still uh is it some reason is um is still uh is it some reason is um is still uh is it some reason isn't functioning today isn't functioning today isn't functioning today but every other wednesday at 1 pm but every other wednesday at 1 pm but every other wednesday at 1 pm eastern eastern eastern for like more than a year 10 a.m pacific for like more than a year 10 a.m pacific for like more than a year 10 a.m pacific we live stream for 30 minutes and cover we live stream for 30 minutes and cover we live stream for 30 minutes and cover topics related to building and growing topics related to building and growing topics related to building and growing ambitious sas startups that bring us ambitious sas startups that bring us ambitious sas startups that bring us freedom and purpose freedom and purpose freedom and purpose and allow us to value and maintain and allow us to value and maintain and allow us to value and maintain healthy relationships healthy relationships healthy relationships we don't ask for permission to start we don't ask for permission to start we don't ask for permission to start companies we build and ship real companies we build and ship real companies we build and ship real products that sell the real customers products that sell the real customers products that sell the real customers who pay us real money and i'm gonna cut who pay us real money and i'm gonna cut who pay us real money and i'm gonna cut to the chase to the chase to the chase because we are starting a few minutes because we are starting a few minutes because we are starting a few minutes late uh today i'm late uh today i'm late uh today i'm really excited to be talking with really excited to be talking with really excited to be talking with jessica malnick jessica malnick jessica malnick we are talking about building a content we are talking about building a content we are talking about building a content moat moat moat jessica is a content strategist and a jessica is a content strategist and a jessica is a content strategist and a copywriter for early and mid-stage sas copywriter for early and mid-stage sas copywriter for early and mid-stage sas startups in addition her writing has startups in addition her writing has startups in addition her writing has appeared on the next web social media appeared on the next web social media appeared on the next web social media examiner examiner examiner semrush winter and many other sites she semrush winter and many other sites she semrush winter and many other sites she is at is at is at jessica malnick on twitter before jessica malnick on twitter before jessica malnick on twitter before branching out and starting her own branching out and starting her own branching out and starting her own business in late 2018 she spent almost business in late 2018 she spent almost business in late 2018 she spent almost four years working for dan and ian of four years working for dan and ian of four years working for dan and ian of the tropical mba

the tropical mba the tropical mba they are friends of microconf and they are friends of microconf and they are friends of microconf and friends of course of uh startups the friends of course of uh startups the friends of course of uh startups the rest of us rest of us rest of us and uh i'm happy to call them my friends and uh i'm happy to call them my friends and uh i'm happy to call them my friends as well and she was the dynamite circles as well and she was the dynamite circles as well and she was the dynamite circles community manager community manager community manager um i have a i'm going to embarrass um i have a i'm going to embarrass um i have a i'm going to embarrass jessica here because i have a quote jessica here because i have a quote jessica here because i have a quote from um dan anders and the quote is from um dan anders and the quote is from um dan anders and the quote is i just wanted to say publicly how i just wanted to say publicly how i just wanted to say publicly how enormous of an impact jessica has had enormous of an impact jessica has had enormous of an impact jessica has had around here from our forum to our events around here from our forum to our events around here from our forum to our events masterminds the podcast to dynamite jobs masterminds the podcast to dynamite jobs masterminds the podcast to dynamite jobs jessica has had a hand jessica has had a hand jessica has had a hand just about everything we do and as a just about everything we do and as a just about everything we do and as a consequence uh consequence uh consequence uh and as a consequence in countless dc and as a consequence in countless dc and as a consequence in countless dc businesses businesses businesses it would be an impossible task to it would be an impossible task to it would be an impossible task to summarize her contributions summarize her contributions summarize her contributions so that is the inimitable dan andrews so that is the inimitable dan andrews so that is the inimitable dan andrews talking about jessica and with that talking about jessica and with that talking about jessica and with that i'd like to welcome her to the show i'd like to welcome her to the show i'd like to welcome her to the show jessica thanks so much for joining me jessica thanks so much for joining me jessica thanks so much for joining me today today today thanks so much for having me yeah and thanks so much for having me yeah and thanks so much for having me yeah and for putting up with all the technical for putting up with all the technical for putting up with all the technical stuff we've been wrangling for 15 stuff we've been wrangling for 15 stuff we've been wrangling for 15 minutes behind the scenes but minutes behind the scenes but minutes behind the scenes but the show must go on as we say thanks the show must go on as we say thanks the show must go on as we say thanks producer xander for making a last-minute producer xander for making a last-minute producer xander for making a last-minute audible audible audible um into industry merit here um into industry merit here um into industry merit here so as always if you're watching this so as always if you're watching this so as always if you're watching this please feel free to post questions please feel free to post questions please feel free to post questions either into the youtube either into the youtube either into the youtube chat or into uh preferably into chat or into uh preferably into chat or into uh preferably into microconf on air microconf on air microconf on air i'm sorry microconf the microcomp on-air i'm sorry microconf the microcomp on-air i'm sorry microconf the microcomp on-air channel of microcomp channel of microcomp channel of microcomp connect if you're not part of microcomp connect if you're not part of microcomp connect if you're not part of microcomp connect it's our more than connect it's our more than connect it's our more than 2100 founder online community it's a 2100 founder online community it's a 2100 founder online community it's a slack community it's free to join slack community it's free to join slack community it's free to join microcomconnect.com microcomconnect.com microcomconnect.com so jessica let's dive in to content so jessica let's dive in to content so jessica let's dive in to content marketing i want to ask you marketing i want to ask you marketing i want to ask you about your content moat framework and

about your content moat framework and about your content moat framework and you talk about it as having you talk about it as having you talk about it as having three components uh which i think of three components uh which i think of three components uh which i think of maybe has three legs of a stool maybe has three legs of a stool maybe has three legs of a stool insight community and remixing insight community and remixing insight community and remixing can you walk us through you know the can you walk us through you know the can you walk us through you know the content mode framework in your mind and content mode framework in your mind and content mode framework in your mind and then what how each of those components then what how each of those components then what how each of those components contribute to it contribute to it contribute to it yeah absolutely when you look at a lot yeah absolutely when you look at a lot yeah absolutely when you look at a lot of the most of the most of the most successful um companies who do um kind successful um companies who do um kind successful um companies who do um kind of anything really well of anything really well of anything really well almost all of them have three really almost all of them have three really almost all of them have three really core components you have core components you have core components you have insight which is what i would call like insight which is what i would call like insight which is what i would call like the content itself the content itself the content itself and it's not just the content but it's and it's not just the content but it's and it's not just the content but it's also thinking through things like also thinking through things like also thinking through things like positioning positioning positioning having you know something interesting to having you know something interesting to having you know something interesting to say and it's not just about say and it's not just about say and it's not just about sure you want to optimize it for google sure you want to optimize it for google sure you want to optimize it for google and for being um and for other search and for being um and for other search and for being um and for other search engines but you also want to have that engines but you also want to have that engines but you also want to have that like original insider things that only like original insider things that only like original insider things that only your company or only people in your your company or only people in your your company or only people in your company company company can really add to that um then you have can really add to that um then you have can really add to that um then you have community which i can kind of think of community which i can kind of think of community which i can kind of think of as like relationships as like relationships as like relationships and a distribution engine it's how are and a distribution engine it's how are and a distribution engine it's how are you gonna get the content out there to you gonna get the content out there to you gonna get the content out there to everyone else everyone else everyone else else in there and that might be through else in there and that might be through else in there and that might be through your own branded community but it your own branded community but it your own branded community but it doesn't always have to be that it a lot doesn't always have to be that it a lot doesn't always have to be that it a lot of times of times of times can be from being a super connector can be from being a super connector can be from being a super connector um within your space and then you have um within your space and then you have um within your space and then you have remixing which is remixing which is remixing which is in my experience so part that's the in my experience so part that's the in my experience so part that's the easiest to do but often the most likely easiest to do but often the most likely easiest to do but often the most likely to be overly worked to be overly worked to be overly worked which is you create these for example which is you create these for example which is you create these for example you create this amazing you create this amazing you create this amazing 5 000 word like content you know guide 5 000 word like content you know guide 5 000 word like content you know guide or this ebook or this ebook or this ebook all about it's very specific topic all about it's very specific topic all about it's very specific topic that's still tied to your business and that's still tied to your business and that's still tied to your business and then you put it out there then you put it out there then you put it out there and more often than not crickets or you and more often than not crickets or you and more often than not crickets or you see a small spike in

see a small spike in see a small spike in traffic or right at the beginning traffic or right at the beginning traffic or right at the beginning because you send it out to e on your because you send it out to e on your because you send it out to e on your email list or on social but then you email list or on social but then you email list or on social but then you forget to re-optimize that later on forget to re-optimize that later on forget to re-optimize that later on sometimes it's in the form of updating sometimes it's in the form of updating sometimes it's in the form of updating old blog post updating that post old blog post updating that post old blog post updating that post in the future that's a really big one in the future that's a really big one in the future that's a really big one and pretty much and pretty much and pretty much every time i've done that with any of my every time i've done that with any of my every time i've done that with any of my clients there's almost been an clients there's almost been an clients there's almost been an immediate spike back up in rankings um immediate spike back up in rankings um immediate spike back up in rankings um for older pieces of content or it's for older pieces of content or it's for older pieces of content or it's returning that ebook and turning it into returning that ebook and turning it into returning that ebook and turning it into a podcast episode a podcast episode a podcast episode um or taking if you did interviews for um or taking if you did interviews for um or taking if you did interviews for an industry report you could take those an industry report you could take those an industry report you could take those out and put them as audiograms on social out and put them as audiograms on social out and put them as audiograms on social or in blog posts or you created a or in blog posts or you created a or in blog posts or you created a highlights post highlights post highlights post um and there's so many different ways um and there's so many different ways um and there's so many different ways that you can kind of maximize that you can kind of maximize that you can kind of maximize the kind of that you create so that you the kind of that you create so that you the kind of that you create so that you don't have to be on that content engine don't have to be on that content engine don't have to be on that content engine and if you don't have 100 plus people and if you don't have 100 plus people and if you don't have 100 plus people like a hubspot or a drift which like a hubspot or a drift which like a hubspot or a drift which i'm going to make sure to say most i'm going to make sure to say most i'm going to make sure to say most people don't have um people don't have um people don't have um you want to be able to maximize the use you want to be able to maximize the use you want to be able to maximize the use of every piece of content that you of every piece of content that you of every piece of content that you create create create yeah i like that let's there's three yeah i like that let's there's three yeah i like that let's there's three components i want to dig into each of components i want to dig into each of components i want to dig into each of those those those um but i did want to weigh in on um but i did want to weigh in on um but i did want to weigh in on remixing because this is something that remixing because this is something that remixing because this is something that we have we have we have only started to do over the last year or only started to do over the last year or only started to do over the last year or two with microconf and startups for the two with microconf and startups for the two with microconf and startups for the rest of us specifically rest of us specifically rest of us specifically um you know we used to record an episode um you know we used to record an episode um you know we used to record an episode of startups for the rest of us of startups for the rest of us of startups for the rest of us and then we put it out with a transcript and then we put it out with a transcript and then we put it out with a transcript and that was it and over the past and that was it and over the past and that was it and over the past 12 months i was able to bring on an 12 months i was able to bring on an 12 months i was able to bring on an assistant producer who has been able to assistant producer who has been able to assistant producer who has been able to slice and dice slice and dice slice and dice the episodes we i started recording the episodes we i started recording the episodes we i started recording video first of all and so now we have video first of all and so now we have video first of all and so now we have these nice little video these nice little video these nice little video uh snippets about a minute long that we uh snippets about a minute long that we uh snippets about a minute long that we put up on twitter put up on twitter put up on twitter and instagram and the startups pod

and instagram and the startups pod and instagram and the startups pod twitter and twitter and twitter and instagram accounts those are getting i instagram accounts those are getting i instagram accounts those are getting i mean on twitter mean on twitter mean on twitter there's only there's about a thousand is there's only there's about a thousand is there's only there's about a thousand is that right about a thousand followers that right about a thousand followers that right about a thousand followers um but given the retweets and the likes um but given the retweets and the likes um but given the retweets and the likes and whatever distribution we're getting and whatever distribution we're getting and whatever distribution we're getting north of a thousand views um of most of north of a thousand views um of most of north of a thousand views um of most of those clips those clips those clips which is pretty pretty neat i think um which is pretty pretty neat i think um which is pretty pretty neat i think um to have that many people you know sit to have that many people you know sit to have that many people you know sit and watch a little snippet we're doing and watch a little snippet we're doing and watch a little snippet we're doing and then we're taking at least with our and then we're taking at least with our and then we're taking at least with our listener questions episodes where it's a listener questions episodes where it's a listener questions episodes where it's a really topical answer to something really topical answer to something really topical answer to something we're taking those and we're gonna start we're taking those and we're gonna start we're taking those and we're gonna start putting them on youtube as you know putting them on youtube as you know putting them on youtube as you know keyword-focused snippets right with keyword-focused snippets right with keyword-focused snippets right with questions and stuff so questions and stuff so questions and stuff so um i'd love to get to the point where we um i'd love to get to the point where we um i'd love to get to the point where we also are there and and well actually also are there and and well actually also are there and and well actually today i posted a twitter thread today i posted a twitter thread today i posted a twitter thread that kind of a tweetstorm that was one that kind of a tweetstorm that was one that kind of a tweetstorm that was one of the concepts i talk about in a recent of the concepts i talk about in a recent of the concepts i talk about in a recent podcast and so the assistant producer podcast and so the assistant producer podcast and so the assistant producer you know read through that gave me a you know read through that gave me a you know read through that gave me a draft of it and then i edited it and draft of it and then i edited it and draft of it and then i edited it and you know posted it to my uh twitter you know posted it to my uh twitter you know posted it to my uh twitter account so those are account so those are account so those are multiple ways to repurpose it i'd love multiple ways to repurpose it i'd love multiple ways to repurpose it i'd love to get to the point where we actually to get to the point where we actually to get to the point where we actually are turning concepts because we are turning concepts because we are turning concepts because we introduce much like tropical mba we introduce much like tropical mba we introduce much like tropical mba we introduce our own frameworks you know introduce our own frameworks you know introduce our own frameworks you know and own concepts that really should be and own concepts that really should be and own concepts that really should be blog posts they should be written down blog posts they should be written down blog posts they should be written down somewhere somewhere somewhere but i'm not yet at the point where i but i'm not yet at the point where i but i'm not yet at the point where i have someone you know who can have someone you know who can have someone you know who can who can take that and put it together who can take that and put it together who can take that and put it together and i don't have the time to do it and i don't have the time to do it and i don't have the time to do it myself myself myself so oh there's some pretty common uh so oh there's some pretty common uh so oh there's some pretty common uh remixing remixing remixing um approaches you've seen or is is um approaches you've seen or is is um approaches you've seen or is is podcast and video podcast and video podcast and video are those uh kind of you know more are those uh kind of you know more are those uh kind of you know more unique unique unique oh absolutely i mean if you look at any oh absolutely i mean if you look at any oh absolutely i mean if you look at any piece of content and piece of content and piece of content and um giving any specific example of if you

um giving any specific example of if you um giving any specific example of if you if it's a podcast episode like if it's a podcast episode like if it's a podcast episode like any other services that will take a any other services that will take a any other services that will take a podcast episode and turn it into a bunch podcast episode and turn it into a bunch podcast episode and turn it into a bunch of of of other um content assets but any sort of other um content assets but any sort of other um content assets but any sort of thing where it's thing where it's thing where it's a podcast episode can turn into a blog a podcast episode can turn into a blog a podcast episode can turn into a blog post a lot of times like if you have a post a lot of times like if you have a post a lot of times like if you have a really meaty podcast episode that's really meaty podcast episode that's really meaty podcast episode that's an hour and a half in life and maybe you an hour and a half in life and maybe you an hour and a half in life and maybe you talk about three different episodes talk about three different episodes talk about three different episodes three three three things spin it off that's three things spin it off that's three things spin it off that's three different angles don't just publish the different angles don't just publish the different angles don't just publish the transcript transcript transcript there's certainly a place for that but there's certainly a place for that but there's certainly a place for that but you can spin it off into three different you can spin it off into three different you can spin it off into three different you know two or three different blog you know two or three different blog you know two or three different blog posts um you can splice it up into like posts um you can splice it up into like posts um you can splice it up into like little audiogram clips and share them on little audiogram clips and share them on little audiogram clips and share them on twitter and twitter and twitter and on facebook on instagram pinterest tick on facebook on instagram pinterest tick on facebook on instagram pinterest tick tock if that's where your audience is tock if that's where your audience is tock if that's where your audience is there's so many different ways you can there's so many different ways you can there's so many different ways you can go about it and often find one of the go about it and often find one of the go about it and often find one of the best best best examples one of the best things you can examples one of the best things you can examples one of the best things you can do is do is do is create a checklist so that when you have create a checklist so that when you have create a checklist so that when you have when you're uploading when you uh format when you're uploading when you uh format when you're uploading when you uh format and upload your press whether it's on and upload your press whether it's on and upload your press whether it's on wordpress ghost or whatever wordpress ghost or whatever wordpress ghost or whatever software or webflow or whatever software software or webflow or whatever software software or webflow or whatever software you use have a distribution checklist at you use have a distribution checklist at you use have a distribution checklist at the same time that you have your the same time that you have your the same time that you have your formatting checklist so you can be like formatting checklist so you can be like formatting checklist so you can be like here are the little here are the little here are the little bits of things that you should do right bits of things that you should do right bits of things that you should do right away um like share this on twitter share away um like share this on twitter share away um like share this on twitter share this on facebook this on facebook this on facebook and then be like scheduled at the same and then be like scheduled at the same and then be like scheduled at the same time share different things or time share different things or time share different things or to your point before talking all about to your point before talking all about to your point before talking all about twitter threads or twitter threads or twitter threads or maybe you did an instagram story there maybe you did an instagram story there maybe you did an instagram story there are so many different things you can do are so many different things you can do are so many different things you can do to maximize the use of that content it to maximize the use of that content it to maximize the use of that content it doesn't just have to be doesn't just have to be doesn't just have to be within that month that you first publish within that month that you first publish within that month that you first publish it yep yeah that makes a lot of sense it yep yeah that makes a lot of sense it yep yeah that makes a lot of sense the other example the other example the other example with microsoft especially is we have you with microsoft especially is we have you with microsoft especially is we have you know all these talk videos know all these talk videos know all these talk videos um from more around 200 talks that folks um from more around 200 talks that folks um from more around 200 talks that folks have given have given have given over the years well now we're north of over the years well now we're north of over the years well now we're north of that with our remote events but um

that with our remote events but um that with our remote events but um we have been by popular demand actually we have been by popular demand actually we have been by popular demand actually we've been taking the audio we've been taking the audio we've been taking the audio those are on youtube for anyone to watch those are on youtube for anyone to watch those are on youtube for anyone to watch for free and then we take the audio of for free and then we take the audio of for free and then we take the audio of them and we uh put them on a podcast them and we uh put them on a podcast them and we uh put them on a podcast with an intro and outro with an intro and outro with an intro and outro uh that has been gaining steam as well uh that has been gaining steam as well uh that has been gaining steam as well so that's another way to just so that's another way to just so that's another way to just turn you know turn one medium into turn you know turn one medium into turn you know turn one medium into another i want to take a step back and another i want to take a step back and another i want to take a step back and talk a little about talk a little about talk a little about insight which is really the content that insight which is really the content that insight which is really the content that you're creating you're creating you're creating you know again as a reminder to folks uh you know again as a reminder to folks uh you know again as a reminder to folks uh the three components of the three components of the three components of your content mode framework are insight your content mode framework are insight your content mode framework are insight community and remixing community and remixing community and remixing and we've talked a little bit about and we've talked a little bit about and we've talked a little bit about remixing already but remixing already but remixing already but insight involves i think you have four insight involves i think you have four insight involves i think you have four elements of that elements of that elements of that point of view do you have something you point of view do you have something you point of view do you have something you need to add depth need to add depth need to add depth are you covering it comprehensively are you covering it comprehensively are you covering it comprehensively search intent search intent search intent does the content you're creating match does the content you're creating match does the content you're creating match the intent behind the keyword and the intent behind the keyword and the intent behind the keyword and positioning positioning positioning very clearly conveying why your brand is very clearly conveying why your brand is very clearly conveying why your brand is tied to the topic or conversation at tied to the topic or conversation at tied to the topic or conversation at hand hand hand so i feel like point of view is pretty so i feel like point of view is pretty so i feel like point of view is pretty self-explanatory it's like i need self-explanatory it's like i need self-explanatory it's like i need if it's plain jane vanilla boring not if it's plain jane vanilla boring not if it's plain jane vanilla boring not super super super interesting you know it's like have an interesting you know it's like have an interesting you know it's like have an opinion on it right and then depth is opinion on it right and then depth is opinion on it right and then depth is like like like go deep with it but i want to touch on go deep with it but i want to touch on go deep with it but i want to touch on both search intent and position and get both search intent and position and get both search intent and position and get your take on it your take on it your take on it with search intent do you always think with search intent do you always think with search intent do you always think about about about content um in terms of it being keyword content um in terms of it being keyword content um in terms of it being keyword focused or is there a time to write focused or is there a time to write focused or is there a time to write content that just content that just content that just it isn't going to have many searches in it isn't going to have many searches in it isn't going to have many searches in the future let me i'll give you an the future let me i'll give you an the future let me i'll give you an example like i have a post that is read example like i have a post that is read example like i have a post that is read often it's called the stair step often it's called the stair step often it's called the stair step approach to bootstrapping no one was approach to bootstrapping no one was approach to bootstrapping no one was searching for that term so there is no searching for that term so there is no searching for that term so there is no search intent but i search intent but i search intent but i i popular i came up with a framework i

i popular i came up with a framework i i popular i came up with a framework i published it and then have published it and then have published it and then have talked about it enough that people now talked about it enough that people now talked about it enough that people now search for it do you see that happening search for it do you see that happening search for it do you see that happening often or is it more often or is it more often or is it more is kind of the 90 10 use case the 90 is is kind of the 90 10 use case the 90 is is kind of the 90 10 use case the 90 is you really should have some type of you really should have some type of you really should have some type of keyword intent keyword intent keyword intent for content that you're creating that's for content that you're creating that's for content that you're creating that's a really great point a really great point a really great point um and i would say in general when it um and i would say in general when it um and i would say in general when it comes to content marketing comes to content marketing comes to content marketing seo it can always be a really big seo it can always be a really big seo it can always be a really big believer that you can pull but it's just believer that you can pull but it's just believer that you can pull but it's just one channel one channel one channel when it comes to content marketing there when it comes to content marketing there when it comes to content marketing there are so many reasons so many are so many reasons so many are so many reasons so many other examples like this thursday um other examples like this thursday um other examples like this thursday um approach approach approach that where it's much more thought that where it's much more thought that where it's much more thought leadership content or leadership content or leadership content or if you have a very very product specific if you have a very very product specific if you have a very very product specific sort of angle or post or you're trying sort of angle or post or you're trying sort of angle or post or you're trying to to to popularize a framework for example popularize a framework for example popularize a framework for example another example that would be like what another example that would be like what another example that would be like what um you know hubspot did popularizing the um you know hubspot did popularizing the um you know hubspot did popularizing the term inbound marketing or something like term inbound marketing or something like term inbound marketing or something like that that that where there was no certainty at that where there was no certainty at that where there was no certainty at that time just like there was no certainty time just like there was no certainty time just like there was no certainty with those step approach until you with those step approach until you with those step approach until you coined the term um so things like that coined the term um so things like that coined the term um so things like that like content marketing still extremely like content marketing still extremely like content marketing still extremely valuable maybe you're not looking at it valuable maybe you're not looking at it valuable maybe you're not looking at it from from from the search into it but that's absolutely the search into it but that's absolutely the search into it but that's absolutely a really key component of like a really key component of like a really key component of like having something interesting like that's having something interesting like that's having something interesting like that's all about hundreds having something all about hundreds having something all about hundreds having something interesting to say interesting to say interesting to say and not and then if it isn't if you're and not and then if it isn't if you're and not and then if it isn't if you're wanting to use seo as a waiver which wanting to use seo as a waiver which wanting to use seo as a waiver which in my experience about 70 percent of in my experience about 70 percent of in my experience about 70 percent of content tends to fall into that level content tends to fall into that level content tends to fall into that level however then you want to also make sure however then you want to also make sure however then you want to also make sure that the keyword that you're targeting that the keyword that you're targeting that the keyword that you're targeting for that term you're also like you're for that term you're also like you're for that term you're also like you're writing a post that's interesting that's writing a post that's interesting that's writing a post that's interesting that's positioned well first positioned well first positioned well first and then optimize it for google to make and then optimize it for google to make and then optimize it for google to make sure that the keyword that you're sure that the keyword that you're sure that the keyword that you're targeting targeting targeting also has the same search intent very also has the same search intent very also has the same search intent very very nice before we bounce back

very nice before we bounce back very nice before we bounce back to positioning which i do want to cover to positioning which i do want to cover to positioning which i do want to cover we have a we have a we have a listener question and it is from kevin listener question and it is from kevin listener question and it is from kevin youcount on youtube i wonder if that is youcount on youtube i wonder if that is youcount on youtube i wonder if that is there supposed to be you there producer there supposed to be you there producer there supposed to be you there producer center it might be kevin count center it might be kevin count center it might be kevin count sorry i apologize no no it's kevin you sorry i apologize no no it's kevin you sorry i apologize no no it's kevin you count okay um count okay um count okay um how do you go about writing content do how do you go about writing content do how do you go about writing content do you have a specific you have a specific you have a specific process absolutely process absolutely process absolutely great question kevin um in general when great question kevin um in general when great question kevin um in general when it comes to it comes to it comes to content and this actually bounces back content and this actually bounces back content and this actually bounces back to your point rob about positioning as to your point rob about positioning as to your point rob about positioning as well well well like 80 of the content comes in the form like 80 of the content comes in the form like 80 of the content comes in the form of the content brief of the content brief of the content brief the positioning and the outline if you the positioning and the outline if you the positioning and the outline if you can nail can nail can nail the content brief and the outline in the the content brief and the outline in the the content brief and the outline in the position then the writing is the easy position then the writing is the easy position then the writing is the easy part part part um in my experience and that's about 80 um in my experience and that's about 80 um in my experience and that's about 80 percent of the time once you do that percent of the time once you do that percent of the time once you do that then it's about writing the post um then it's about writing the post um then it's about writing the post um editing it and then utilizing and then editing it and then utilizing and then editing it and then utilizing and then uploading it uploading it uploading it and going through the distribution and going through the distribution and going through the distribution checklist that i mentioned checklist that i mentioned checklist that i mentioned above do you have the distribution above do you have the distribution above do you have the distribution checklist uh checklist uh checklist uh have you published that on your blog have you published that on your blog have you published that on your blog anywhere i don't think i have anywhere i don't think i have anywhere i don't think i have but that's a really good idea and i will but that's a really good idea and i will but that's a really good idea and i will 100 100 100 publish that after this awesome and then publish that after this awesome and then publish that after this awesome and then we'll we'll link it up we'll we'll link it up we'll we'll link it up somewhere probably in our slack somewhere probably in our slack somewhere probably in our slack slackmicrocomconnect.com slackmicrocomconnect.com slackmicrocomconnect.com if you have additional questions for if you have additional questions for if you have additional questions for jessica please chime in jessica please chime in jessica please chime in i want to flip back to what i was about i want to flip back to what i was about i want to flip back to what i was about to ask which was positioning this is to ask which was positioning this is to ask which was positioning this is under your insight thing about under your insight thing about under your insight thing about positioning are you clearly conveying positioning are you clearly conveying positioning are you clearly conveying why your brand why your brand why your brand is tied to the topic or the conversation is tied to the topic or the conversation is tied to the topic or the conversation at hand

at hand at hand that's interest i find this really that's interest i find this really that's interest i find this really interesting because i've seen some interesting because i've seen some interesting because i've seen some companies companies companies actually a lot of companies that they do actually a lot of companies that they do actually a lot of companies that they do stuff that's so top of funnel stuff that's so top of funnel stuff that's so top of funnel that they don't necessarily tie it to that they don't necessarily tie it to that they don't necessarily tie it to their product so their product so their product so an example might be if i had a help desk an example might be if i had a help desk an example might be if i had a help desk like email customer support like email customer support like email customer support sas like a help scout right or a groove sas like a help scout right or a groove sas like a help scout right or a groove i could have a blog post that's i could have a blog post that's i could have a blog post that's you know why email support is you know why email support is you know why email support is critical for sas companies or like critical for sas companies or like critical for sas companies or like really top-of-the-funnel stuff what is really top-of-the-funnel stuff what is really top-of-the-funnel stuff what is cost email customer support you know i cost email customer support you know i cost email customer support you know i mean just kind of defining terms mean just kind of defining terms mean just kind of defining terms um is that is that a bad thing to go um is that is that a bad thing to go um is that is that a bad thing to go that type of funnel and i guess that type of funnel and i guess that type of funnel and i guess tying in with positioning in a post like tying in with positioning in a post like tying in with positioning in a post like that should i then that should i then that should i then make sure that i have a sentence or a make sure that i have a sentence or a make sure that i have a sentence or a paragraph paragraph paragraph that talks about how you know help scout that talks about how you know help scout that talks about how you know help scout a groove or my tool a groove or my tool a groove or my tool uh interacts with that great question and this is kind of a great question and this is kind of a really big pet peeve of mine really big pet peeve of mine really big pet peeve of mine in my experience especially for content in my experience especially for content in my experience especially for content marketers who marketers who marketers who maybe haven't been contractors for very maybe haven't been contractors for very maybe haven't been contractors for very long they tend to go extremely top of long they tend to go extremely top of long they tend to go extremely top of funnel funnel funnel and they go off of those really big and they go off of those really big and they go off of those really big tablet funnel keywords and tablet funnel keywords and tablet funnel keywords and while that's educational and you might while that's educational and you might while that's educational and you might convert people down the line convert people down the line convert people down the line it could take one year two years three it could take one year two years three it could take one year two years three years or four years it's a very long years or four years it's a very long years or four years it's a very long term play term play term play and my experience a better approach is and my experience a better approach is and my experience a better approach is to start to start to start especially if you're new to content especially if you're new to content especially if you're new to content especially if you're doing kind of especially if you're doing kind of especially if you're doing kind of marketing for the first time marketing for the first time marketing for the first time or you've only been doing it for a few or you've only been doing it for a few or you've only been doing it for a few years start bottom of funnel go off the years start bottom of funnel go off the years start bottom of funnel go off the bottom of funnel keywords where you're bottom of funnel keywords where you're bottom of funnel keywords where you're talking about people

talking about people talking about people who are already problem aware so in the who are already problem aware so in the who are already problem aware so in the case of you know case of you know case of you know help going back to the help scout help going back to the help scout help going back to the help scout example you might want to publish case example you might want to publish case example you might want to publish case studies studies studies or you might want to publish a or you might want to publish a or you might want to publish a comparison page where it's help scout comparison page where it's help scout comparison page where it's help scout versus versus versus group or help scout sources georgia i'm group or help scout sources georgia i'm group or help scout sources georgia i'm probably probably probably butchering that name um or doing content butchering that name um or doing content butchering that name um or doing content like that that's very bottom of funnel like that that's very bottom of funnel like that that's very bottom of funnel specific specific specific or even talking about very specific or even talking about very specific or even talking about very specific product use cases product use cases product use cases and then working your way back up to and then working your way back up to and then working your way back up to middle funnel content and then finally middle funnel content and then finally middle funnel content and then finally doing doing doing tapa funnel once you've kind of gotten tapa funnel once you've kind of gotten tapa funnel once you've kind of gotten that meat of your bot that meat of your bot that meat of your bot of your product led bottom of funnel of your product led bottom of funnel of your product led bottom of funnel content done first content done first content done first very nice we have another question very nice we have another question very nice we have another question how often do either of use from uh janet how often do either of use from uh janet how often do either of use from uh janet carr i believe producers andrew is done carr i believe producers andrew is done carr i believe producers andrew is done typing janet carr typing janet carr typing janet carr how often do either of you how often do either of you how often do either of you on my monitor just blanked out how often on my monitor just blanked out how often on my monitor just blanked out how often do either of you publish content does do either of you publish content does do either of you publish content does the schedule the schedule the schedule matter for adjacent channels like matter for adjacent channels like matter for adjacent channels like seo great question janet i would say in great question janet i would say in general like you want to have some sort general like you want to have some sort general like you want to have some sort of consistency of consistency of consistency but there's some people who there are but there's some people who there are but there's some people who there are some seo agencies that will tell you you some seo agencies that will tell you you some seo agencies that will tell you you should publish should publish should publish all the time i tend to feel in the all the time i tend to feel in the all the time i tend to feel in the lineup be consistent and but also lineup be consistent and but also lineup be consistent and but also publish things when you have something publish things when you have something publish things when you have something interesting to say so interesting to say so interesting to say so in general if you can if you can only in general if you can if you can only in general if you can if you can only comment to like one post a month comment to like one post a month comment to like one post a month do it consistently once a month instead do it consistently once a month instead do it consistently once a month instead of trying to first and first of trying to first and first of trying to first and first where you publish you know seven things where you publish you know seven things where you publish you know seven things all in like a 10-day all in like a 10-day all in like a 10-day time period and then you don't publish

time period and then you don't publish time period and then you don't publish anything for three months anything for three months anything for three months that could actually impact you but if that could actually impact you but if that could actually impact you but if you're just as long as you're consistent you're just as long as you're consistent you're just as long as you're consistent that can be that's all that matters and that can be that's all that matters and that can be that's all that matters and that also that you're sharing things that also that you're sharing things that also that you're sharing things that are actually interesting that are actually interesting that are actually interesting yeah i i think about it like yeah i i think about it like yeah i i think about it like with how do i i think there's value with how do i i think there's value with how do i i think there's value in both frequent um there's value in in both frequent um there's value in in both frequent um there's value in frequent touch points and that's why frequent touch points and that's why frequent touch points and that's why i've recorded a podcast every week for i've recorded a podcast every week for i've recorded a podcast every week for 11 years right startups with the rest of 11 years right startups with the rest of 11 years right startups with the rest of us and us and us and and that's why we do microconfig error and that's why we do microconfig error and that's why we do microconfig error every two weeks every two weeks every two weeks um because we it's frequent and it's um because we it's frequent and it's um because we it's frequent and it's something we want to be something we want to be something we want to be top of mind for folks then i think about top of mind for folks then i think about top of mind for folks then i think about these longer form these longer form these longer form almost you know whether it's pillar almost you know whether it's pillar almost you know whether it's pillar content or skyscraper or just you know content or skyscraper or just you know content or skyscraper or just you know some some some big thought leadership piece and i don't big thought leadership piece and i don't big thought leadership piece and i don't you know you kind of can't do one of you know you kind of can't do one of you know you kind of can't do one of those a week because they take so those a week because they take so those a week because they take so with our resources right they just take with our resources right they just take with our resources right they just take so long and they take so much effort to so long and they take so much effort to so long and they take so much effort to produce produce produce um so if you're doing one of those a um so if you're doing one of those a um so if you're doing one of those a month i think you're you know doing month i think you're you know doing month i think you're you know doing quite well quite well quite well uh so twice a month would be amazing uh so twice a month would be amazing uh so twice a month would be amazing right and again like you said if you had right and again like you said if you had right and again like you said if you had 100 people on your um 100 people on your um 100 people on your um on your team well you can do one you can on your team well you can do one you can on your team well you can do one you can do one of those a week but most people do one of those a week but most people do one of those a week but most people watching this are not going to have that watching this are not going to have that watching this are not going to have that so so so i think about cadences as different i think about cadences as different i think about cadences as different things recording a podcast things recording a podcast things recording a podcast for me these days is not a big endeavor for me these days is not a big endeavor for me these days is not a big endeavor it's less than an hour of effort it's less than an hour of effort it's less than an hour of effort creating a massive piece of 5000 word creating a massive piece of 5000 word creating a massive piece of 5000 word pillar content with an infographic pillar content with an infographic pillar content with an infographic and all the accompanying things is and all the accompanying things is and all the accompanying things is dozens of person hours right if if not dozens of person hours right if if not dozens of person hours right if if not more than that so more than that so more than that so i think you have to kind of weigh that

i think you have to kind of weigh that i think you have to kind of weigh that out out out i want to touch on or do you have any i want to touch on or do you have any i want to touch on or do you have any thoughts on thoughts on thoughts on on that before we go yeah i i mean on that before we go yeah i i mean on that before we go yeah i i mean that's a really great point that's a really great point that's a really great point i would also say that's also where i would also say that's also where i would also say that's also where remixing comes in because if you do remixing comes in because if you do remixing comes in because if you do spend like the 10 hours or 20 hours to spend like the 10 hours or 20 hours to spend like the 10 hours or 20 hours to produce that produce that produce that you know massive pillar page you know you know massive pillar page you know you know massive pillar page you know milk that you know milk that out and milk that you know milk that out and milk that you know milk that out and actually turn that into actually turn that into actually turn that into smaller blog post or social media post smaller blog post or social media post smaller blog post or social media post or or or you know podcast episodes that can make you know podcast episodes that can make you know podcast episodes that can make it seem so that you are it seem so that you are it seem so that you are showing up and having a higher frequency showing up and having a higher frequency showing up and having a higher frequency but you're not necessarily having to but you're not necessarily having to but you're not necessarily having to produce a 20 you know our pillar page produce a 20 you know our pillar page produce a 20 you know our pillar page every single week all right make sense every single week all right make sense every single week all right make sense let's touch on community because it's let's touch on community because it's let's touch on community because it's the third piece of the content mode the third piece of the content mode the third piece of the content mode framework we've talked about insight framework we've talked about insight framework we've talked about insight and remixing but you you talk about how and remixing but you you talk about how and remixing but you you talk about how community is how you can 10x your community is how you can 10x your community is how you can 10x your content distribution efforts what are content distribution efforts what are content distribution efforts what are some ways to get your community to some ways to get your community to some ways to get your community to champion champion champion your content absolutely it first of all depends on absolutely it first of all depends on you know you know you know if you're in a place that you can either if you're in a place that you can either if you're in a place that you can either build a branded community build a branded community build a branded community or you're thinking about starting one or you're thinking about starting one or you're thinking about starting one that's always going to be that's always going to be that's always going to be like a massive like you know that like a massive like you know that like a massive like you know that actually becomes actually becomes actually becomes you know not only a content mode but it you know not only a content mode but it you know not only a content mode but it can be anymore at the same time can be anymore at the same time can be anymore at the same time realistically not every sas company is realistically not every sas company is realistically not every sas company is gonna have a branded community some gonna have a branded community some gonna have a branded community some should never have it and others like should never have it and others like should never have it and others like it's a big time commitment that is my it's a big time commitment that is my it's a big time commitment that is my background is community management it background is community management it background is community management it takes a ton of time and realistically it

takes a ton of time and realistically it takes a ton of time and realistically it does not does not does not you know it can probably wait a full you know it can probably wait a full you know it can probably wait a full year if not a little bit longer until year if not a little bit longer until year if not a little bit longer until you probably really start to see the roi you probably really start to see the roi you probably really start to see the roi from that results so for example if you from that results so for example if you from that results so for example if you know i have an know i have an know i have an early stage sas company and i early stage sas company and i early stage sas company and i sell yeah i help you know cleaning sell yeah i help you know cleaning sell yeah i help you know cleaning companies companies companies with like scheduling outdoor workers or with like scheduling outdoor workers or with like scheduling outdoor workers or something like that that something like that that something like that that might not be a big enough you know space might not be a big enough you know space might not be a big enough you know space to have a full branded community to have a full branded community to have a full branded community however you can utilize community however you can utilize community however you can utilize community principles and being a super connector principles and being a super connector principles and being a super connector whether it's making those intros when whether it's making those intros when whether it's making those intros when you hear that one of one of your you hear that one of one of your you hear that one of one of your customers customers customers specific pain point connecting them and specific pain point connecting them and specific pain point connecting them and playing that introduction playing that introduction playing that introduction introductory role or creating a really introductory role or creating a really introductory role or creating a really cool content guide or a spoke article cool content guide or a spoke article cool content guide or a spoke article or a podcast episode that helps address or a podcast episode that helps address or a podcast episode that helps address the problem things like that can go a the problem things like that can go a the problem things like that can go a really long way really long way really long way and over time you become seen as a super and over time you become seen as a super and over time you become seen as a super conductor and suddenly your content gets conductor and suddenly your content gets conductor and suddenly your content gets a lot more reach a lot more reach a lot more reach and you also probably realistically are and you also probably realistically are and you also probably realistically are going to get a lot more customers from going to get a lot more customers from going to get a lot more customers from word of mouth word of mouth word of mouth yep and i think there's ways you know i yep and i think there's ways you know i yep and i think there's ways you know i think of audience think of audience think of audience and community as to different things and community as to different things and community as to different things they can be the same but you can have an they can be the same but you can have an they can be the same but you can have an audience like back in the day i had audience like back in the day i had audience like back in the day i had 10 000 15 000 people reading my blog but 10 000 15 000 people reading my blog but 10 000 15 000 people reading my blog but really none of them knew each other so i really none of them knew each other so i really none of them knew each other so i would not call that a community right would not call that a community right would not call that a community right just in my my parlance just in my my parlance just in my my parlance um versus microconf these days is much um versus microconf these days is much um versus microconf these days is much more of a community because people meet more of a community because people meet more of a community because people meet in person they meet online they meet in in person they meet online they meet in in person they meet online they meet in in slack and connect um all that said in slack and connect um all that said in slack and connect um all that said i think that um you know the more i think that um you know the more i think that um you know the more you offer to your audience or community you offer to your audience or community you offer to your audience or community and the more you

and the more you and the more you uh are able to provide them with value i uh are able to provide them with value i uh are able to provide them with value i we found that people are really quite we found that people are really quite we found that people are really quite willing to share willing to share willing to share you know high-end content that we create you know high-end content that we create you know high-end content that we create like when we've had the big ask of hey like when we've had the big ask of hey like when we've had the big ask of hey we we we we just wrote this big you know kind of we just wrote this big you know kind of we just wrote this big you know kind of white paper that we researched and we white paper that we researched and we white paper that we researched and we put numbers into it put numbers into it put numbers into it and you know it's a 5 000 or an 8 000 and you know it's a 5 000 or an 8 000 and you know it's a 5 000 or an 8 000 word pdf and word pdf and word pdf and we're on hacker news right now and we're we're on hacker news right now and we're we're on hacker news right now and we're also on indie hackers and we're on this also on indie hackers and we're on this also on indie hackers and we're on this reddit reddit reddit um and here you know here's this thing um and here you know here's this thing um and here you know here's this thing for free you've already opted in for free you've already opted in for free you've already opted in here's an email you know we'll send to here's an email you know we'll send to here's an email you know we'll send to everybody um we found pretty good everybody um we found pretty good everybody um we found pretty good pretty good results from that we don't pretty good results from that we don't pretty good results from that we don't do it that often because that content is do it that often because that content is do it that often because that content is just so hard to create but just so hard to create but just so hard to create but we've had you know really interesting we've had you know really interesting we've had you know really interesting results from from results from from results from from asking our audience community to uh to asking our audience community to uh to asking our audience community to uh to help with that all right it's the whole adage of give all right it's the whole adage of give more than you take more than you take more than you take yep yep yeah that's right the the i find yep yep yeah that's right the the i find yep yep yeah that's right the the i find that like that like that like of all the value that i put into the of all the value that i put into the of all the value that i put into the world like a small portion of that comes world like a small portion of that comes world like a small portion of that comes back to me eventually you know back to me eventually you know back to me eventually you know and that's all that's all you really and that's all that's all you really and that's all that's all you really need so okay so what are some tools that need so okay so what are some tools that need so okay so what are some tools that you use to identify the best content you use to identify the best content you use to identify the best content ideas ideas ideas for your moat you know for you or your for your moat you know for you or your for your moat you know for you or your clients clients clients moat absolutely it's gonna of course the absolutely it's gonna of course the answer is it's gonna depend answer is it's gonna depend answer is it's gonna depend based off of the industry the vertical based off of the industry the vertical based off of the industry the vertical and stage of the business and what their and stage of the business and what their and stage of the business and what their goals are goals are goals are um but if it's for an seo if let's say um but if it's for an seo if let's say um but if it's for an seo if let's say for example it's someone who's for example it's someone who's for example it's someone who's looking to maximize um

looking to maximize um looking to maximize um the organic reach and grow via organic the organic reach and grow via organic the organic reach and grow via organic search traffic search traffic search traffic um the first thing i like to do before i um the first thing i like to do before i um the first thing i like to do before i do anything else is i started at the do anything else is i started at the do anything else is i started at the bottom of funnel bottom of funnel bottom of funnel i think i mentioned this before where i think i mentioned this before where i think i mentioned this before where it's okay what are the pro it's okay what are the pro it's okay what are the pro who are the customer first like who is who are the customer first like who is who are the customer first like who is the ideal customer who's the best the ideal customer who's the best the ideal customer who's the best customer customer customer um what's the positioning what are their um what's the positioning what are their um what's the positioning what are their goals pain points problems goals pain points problems goals pain points problems what are all that stuff and start really what are all that stuff and start really what are all that stuff and start really starting to map out bottom of funnel starting to map out bottom of funnel starting to map out bottom of funnel content whether that's case studies content whether that's case studies content whether that's case studies whether whether whether comparison guides articles whether comparison guides articles whether comparison guides articles whether that's very specific product things that that's very specific product things that that's very specific product things that i do key goals and values once i have i do key goals and values once i have i do key goals and values once i have like a really massive list of content like a really massive list of content like a really massive list of content then it's time to actually optimize it then it's time to actually optimize it then it's time to actually optimize it for seo for seo for seo some of my favorite tools to use uh are some of my favorite tools to use uh are some of my favorite tools to use uh are ahrefs ahrefs ahrefs um phrase uh in classroom being three um phrase uh in classroom being three um phrase uh in classroom being three that have very different purposes that have very different purposes that have very different purposes ahrefs being for keyword search a lot of ahrefs being for keyword search a lot of ahrefs being for keyword search a lot of times times times and then of course you you know a lot of and then of course you you know a lot of and then of course you you know a lot of that stuff from your own if you already that stuff from your own if you already that stuff from your own if you already are doing some are doing some are doing some um google can help out with automating um google can help out with automating um google can help out with automating content some of the content-based stuff content some of the content-based stuff content some of the content-based stuff um as well as in post optimization um as well as in post optimization um as well as in post optimization and then clear scripts are still really and then clear scripts are still really and then clear scripts are still really cool to obama phrase for that matter cool to obama phrase for that matter cool to obama phrase for that matter um for being able to optimize wellness um for being able to optimize wellness um for being able to optimize wellness to spread in being able to optimize and to spread in being able to optimize and to spread in being able to optimize and make sure that you have that right head make sure that you have that right head make sure that you have that right head head right step heads write https head right step heads write https head right step heads write https um and you're really optimizing it in a um and you're really optimizing it in a um and you're really optimizing it in a way without over optimizing it for way without over optimizing it for way without over optimizing it for google google google cool you broke up a couple times in cool you broke up a couple times in cool you broke up a couple times in there so let's run through the tools we there so let's run through the tools we there so let's run through the tools we don't have to describe what they do don't have to describe what they do don't have to describe what they do again but um again but um again but um ahrefs for keyword research phrase what ahrefs for keyword research phrase what ahrefs for keyword research phrase what what does that do what does that do what does that do a phrasing is a tool similar to clear

a phrasing is a tool similar to clear a phrasing is a tool similar to clear script in a sense where it script in a sense where it script in a sense where it does two things one it's really putting does two things one it's really putting does two things one it's really putting out content out content out content briefs it's also really good for once briefs it's also really good for once briefs it's also really good for once you have a post written you have a post written you have a post written optimizing it for google um and then optimizing it for google um and then optimizing it for google um and then clear script is a tool that's really clear script is a tool that's really clear script is a tool that's really good for good for good for post optimization that's been written post optimization that's been written post optimization that's been written got it okay got it okay got it okay and was there a third tool or without and was there a third tool or without and was there a third tool or without those are three phrase clear scope and those are three phrase clear scope and those are three phrase clear scope and ahrefs those are the three that i use ahrefs those are the three that i use ahrefs those are the three that i use the most there's also some really the most there's also some really the most there's also some really interesting tools in the ai space interesting tools in the ai space interesting tools in the ai space that i've been playing around with one that i've been playing around with one that i've been playing around with one being copy ai being copy ai being copy ai another one being conversation ai that another one being conversation ai that another one being conversation ai that are both really good for are both really good for are both really good for giving you new ideas and brainstorming i giving you new ideas and brainstorming i giving you new ideas and brainstorming i wouldn't necessarily use that to write wouldn't necessarily use that to write wouldn't necessarily use that to write your content but it can be a really good your content but it can be a really good your content but it can be a really good starting point especially if you starting point especially if you starting point especially if you suffer from writer's block yeah i've suffer from writer's block yeah i've suffer from writer's block yeah i've seen i saw copy seen i saw copy seen i saw copy ai the founder tweeted today that they ai the founder tweeted today that they ai the founder tweeted today that they hit 3 000 hit 3 000 hit 3 000 paying customers i believe so they're paying customers i believe so they're paying customers i believe so they're definitely getting traction and then definitely getting traction and then definitely getting traction and then market muse is another one that i've market muse is another one that i've market muse is another one that i've heard about that heard about that heard about that korea i think is doing really korea i think is doing really korea i think is doing really interesting things interesting things interesting things in the key it's like it is it's ai copy in the key it's like it is it's ai copy in the key it's like it is it's ai copy but they but they but they they take it a level deeper like they've they take it a level deeper like they've they take it a level deeper like they've been working on this problem for years been working on this problem for years been working on this problem for years and years and i and years and i and years and i they they do it's a lot of seo um they they do it's a lot of seo um they they do it's a lot of seo um and organic stuff tied into that and organic stuff tied into that and organic stuff tied into that so all right um last question so all right um last question so all right um last question as we yeah we're well a couple minutes as we yeah we're well a couple minutes as we yeah we're well a couple minutes beyond 30 past the hour but beyond 30 past the hour but beyond 30 past the hour but uh we started little late so last uh we started little late so last uh we started little late so last question uh and then we'll wrap up question uh and then we'll wrap up question uh and then we'll wrap up what in your opinion is the most what in your opinion is the most what in your opinion is the most impactful spend you can make

impactful spend you can make impactful spend you can make when it comes to content is that is that when it comes to content is that is that when it comes to content is that is that is the answer once again bottom of the is the answer once again bottom of the is the answer once again bottom of the funnel funnel funnel that is a great question i would say in that is a great question i would say in that is a great question i would say in general yes it would be bottom of funnel general yes it would be bottom of funnel general yes it would be bottom of funnel content content content especially if you've been doing content especially if you've been doing content especially if you've been doing content marketing for less than a couple of marketing for less than a couple of marketing for less than a couple of years years years after that it's invest in your processes after that it's invest in your processes after that it's invest in your processes um build out all of your processes when um build out all of your processes when um build out all of your processes when it comes to it comes to it comes to how you hire writers how you onboard any how you hire writers how you onboard any how you hire writers how you onboard any sort of editors how you handle uploading sort of editors how you handle uploading sort of editors how you handle uploading content what you look for building out content what you look for building out content what you look for building out your style guidelines your style guidelines your style guidelines because once you actually have a because once you actually have a because once you actually have a substantial amount of content it's substantial amount of content it's substantial amount of content it's really about customizing it so that it really about customizing it so that it really about customizing it so that it runs like a content machine runs like a content machine runs like a content machine um and then it allows you to be able to um and then it allows you to be able to um and then it allows you to be able to scale and be able to grow much scale and be able to grow much scale and be able to grow much and be able to grow your content engine and be able to grow your content engine and be able to grow your content engine and generate more traffic more and generate more traffic more and generate more traffic more leads more customers but really at the leads more customers but really at the leads more customers but really at the first stage of that is bottom of the first stage of that is bottom of the first stage of that is bottom of the funnel content and building out your funnel content and building out your funnel content and building out your processes processes processes amazing jessica malnick thank you so amazing jessica malnick thank you so amazing jessica malnick thank you so much for joining me today much for joining me today much for joining me today folks want to follow you on twitter you folks want to follow you on twitter you folks want to follow you on twitter you are jessica at jessica are jessica at jessica are jessica at jessica malnick that's m-a-l-n-i-k malnick that's m-a-l-n-i-k malnick that's m-a-l-n-i-k and uh really was a pleasure chatting and uh really was a pleasure chatting and uh really was a pleasure chatting with you today hope we can have you back with you today hope we can have you back with you today hope we can have you back on on on some point again in the future thank you some point again in the future thank you some point again in the future thank you so much for having me so much for having me so much for having me absolutely all right as we roll out we absolutely all right as we roll out we absolutely all right as we roll out we don't have any theme music don't have any theme music don't have any theme music today because we are you know as i said today because we are you know as i said today because we are you know as i said rolling uh rolling uh rolling uh in a new piece of software that we had in a new piece of software that we had in a new piece of software that we had to switch to last minute thanks to to switch to last minute thanks to to switch to last minute thanks to jessica for joining me thanks to jessica for joining me thanks to jessica for joining me thanks to producer xander for making this happen producer xander for making this happen producer xander for making this happen um i think a lesser producer would have um i think a lesser producer would have um i think a lesser producer would have just given up and curled up into a ball just given up and curled up into a ball just given up and curled up into a ball and started crying but producer xander and started crying but producer xander and started crying but producer xander quickly

quickly quickly uh got got us going here in in this uh got got us going here in in this uh got got us going here in in this alternative piece of software so that we alternative piece of software so that we alternative piece of software so that we could get the live stream to you could get the live stream to you could get the live stream to you just like we promise every other week at just like we promise every other week at just like we promise every other week at 1 pm eastern 10 a.m pacific 1 pm eastern 10 a.m pacific 1 pm eastern 10 a.m pacific thank you so much to hey and stripe for thank you so much to hey and stripe for thank you so much to hey and stripe for being being being long time headline partners uh with long time headline partners uh with long time headline partners uh with microconf microconf microconf if you haven't tweeted out to at stripe if you haven't tweeted out to at stripe if you haven't tweeted out to at stripe or at hey hey or at hey hey or at hey hey it's h-e-i-h-e-y and thank them for it's h-e-i-h-e-y and thank them for it's h-e-i-h-e-y and thank them for supporting microconf i'd really supporting microconf i'd really supporting microconf i'd really appreciate it it would be a nice appreciate it it would be a nice appreciate it it would be a nice favorite to me favorite to me favorite to me um and they've just been you know again um and they've just been you know again um and they've just been you know again long-time supporters of ours and they long-time supporters of ours and they long-time supporters of ours and they help help help make independent sas companies and make independent sas companies and make independent sas companies and mostly bootstrap sas companies mostly bootstrap sas companies mostly bootstrap sas companies um you know help help us serve them um you know help help us serve them um you know help help us serve them better better better if you haven't already head to if you haven't already head to if you haven't already head to youtube.com microconf hit the subscribe youtube.com microconf hit the subscribe youtube.com microconf hit the subscribe button to get notified about all of button to get notified about all of button to get notified about all of our future live videos and with that we our future live videos and with that we our future live videos and with that we will wrap it will wrap it will wrap it and um i'll see you again in two weeks and um i'll see you again in two weeks and um i'll see you again in two weeks if not sooner thanks so much for joining if not sooner thanks so much for joining if not sooner thanks so much for joining us