Zero Click Content Marketing

okay so today we're going to talk about okay so today we're going to talk about something that I call zero click content something that I call zero click content something that I call zero click content the art of zero click content we are the art of zero click content we are the art of zero click content we are going to get into why this is what this going to get into why this is what this going to get into why this is what this is and some best practices for moving is and some best practices for moving is and some best practices for moving forward forward forward so when we think about how you know so when we think about how you know so when we think about how you know traditionally content has been traditionally content has been traditionally content has been right um how typical content marketing right um how typical content marketing right um how typical content marketing has been we've seen people do something has been we've seen people do something has been we've seen people do something like this right they look post uh like this right they look post uh like this right they look post uh they'll post a tweet that represents they'll post a tweet that represents they'll post a tweet that represents some kind of like hey want to know X some kind of like hey want to know X some kind of like hey want to know X join our webinar right pretty join our webinar right pretty join our webinar right pretty straightforward stuff straightforward stuff straightforward stuff or they'll put in a relatable statement or they'll put in a relatable statement or they'll put in a relatable statement and then read the blog and then read the blog and then read the blog or sometimes they might even just put in or sometimes they might even just put in or sometimes they might even just put in like an intriguing question with some like an intriguing question with some like an intriguing question with some context and then read this right all context and then read this right all context and then read this right all pretty typical stuff that we've been pretty typical stuff that we've been pretty typical stuff that we've been seeing on pretty much any social media seeing on pretty much any social media seeing on pretty much any social media platform platform platform but how's it going how is this but how's it going how is this but how's it going how is this how is is any of this successful how is is any of this successful how is is any of this successful well that first example there were two well that first example there were two well that first example there were two retweets three likes retweets three likes retweets three likes the second example there was only one the second example there was only one the second example there was only one retweet and six likes and the third retweet and six likes and the third retweet and six likes and the third example had three retweets and 16 likes example had three retweets and 16 likes example had three retweets and 16 likes performed better performed better performed better but but but oh you might be thinking well maybe oh you might be thinking well maybe oh you might be thinking well maybe these are really small accounts maybe these are really small accounts maybe these are really small accounts maybe it's really new all that stuff it's really new all that stuff it's really new all that stuff but the first one has over a hundred and but the first one has over a hundred and but the first one has over a hundred and thirty thousand followers it's verified thirty thousand followers it's verified thirty thousand followers it's verified account and it's a government account and it's a government account and it's a government organization the second one has over 80 organization the second one has over 80 organization the second one has over 80 000 followers it's an individual person

000 followers it's an individual person 000 followers it's an individual person also a verified account and it's a also a verified account and it's a also a verified account and it's a credible author credible author credible author and then finally the third one it's a and then finally the third one it's a and then finally the third one it's a newer account has over a sixteen newer account has over a sixteen newer account has over a sixteen thousand followers and represents some thousand followers and represents some thousand followers and represents some kind of Niche interest excuse me but it's not so clearly it's not going but it's not so clearly it's not going very well very well very well and a lot of this content is new so I'll and a lot of this content is new so I'll and a lot of this content is new so I'll also point out you know when I said how also point out you know when I said how also point out you know when I said how it started and pointed out some ways in it started and pointed out some ways in it started and pointed out some ways in which people or marketers typically which people or marketers typically which people or marketers typically share their content online share their content online share their content online um that's how we've been doing it for um that's how we've been doing it for um that's how we've been doing it for the past what 10 15 years but these the past what 10 15 years but these the past what 10 15 years but these examples are all pretty new so we're examples are all pretty new so we're examples are all pretty new so we're seeing that it's not very effective but seeing that it's not very effective but seeing that it's not very effective but why why why right why is this not effective right why is this not effective right why is this not effective I think it could be you know some kind I think it could be you know some kind I think it could be you know some kind of chicken or egg situation right where of chicken or egg situation right where of chicken or egg situation right where maybe the algorithms have trained us or maybe the algorithms have trained us or maybe the algorithms have trained us or maybe our own behavior has trained the maybe our own behavior has trained the maybe our own behavior has trained the algorithms where we no longer see or algorithms where we no longer see or algorithms where we no longer see or engage with that type of teaser content engage with that type of teaser content engage with that type of teaser content it could be a little bit of both it could be a little bit of both it could be a little bit of both and so what are some reasons for this a and so what are some reasons for this a and so what are some reasons for this a few things are certain right we know few things are certain right we know few things are certain right we know that Google manipulates the serp they're that Google manipulates the serp they're that Google manipulates the serp they're not putting answers directly in the not putting answers directly in the not putting answers directly in the search engine results page search engine results page search engine results page in 2020 over 65 or so like 65 percent of in 2020 over 65 or so like 65 percent of in 2020 over 65 or so like 65 percent of Google searches ended without a click Google searches ended without a click Google searches ended without a click which can be a good thing for users which can be a good thing for users which can be a good thing for users so let's say you're Googling how tall is

so let's say you're Googling how tall is so let's say you're Googling how tall is Paul Rudd or Paul Rudd height boom you Paul Rudd or Paul Rudd height boom you Paul Rudd or Paul Rudd height boom you see the answer directly in the search see the answer directly in the search see the answer directly in the search engine results page you don't really engine results page you don't really engine results page you don't really need a blog post to um need a blog post to um need a blog post to um to click into that to find out more to click into that to find out more to click into that to find out more um but this can also be really bad for um but this can also be really bad for um but this can also be really bad for Publishers and small businesses kind of Publishers and small businesses kind of Publishers and small businesses kind of my favorite example my favorite example my favorite example um so a couple years ago the music lyric um so a couple years ago the music lyric um so a couple years ago the music lyric site or song lyric site genius.com site or song lyric site genius.com site or song lyric site genius.com accuse Google of scraping their content accuse Google of scraping their content accuse Google of scraping their content or stealing their content and putting it or stealing their content and putting it or stealing their content and putting it directly on serp which meant that people directly on serp which meant that people directly on serp which meant that people fewer fewer people were linking to fewer fewer people were linking to fewer fewer people were linking to genius Google denied it and so what genius Google denied it and so what genius Google denied it and so what genius did was they use a watermarking genius did was they use a watermarking genius did was they use a watermarking system that embedded patterns in the system that embedded patterns in the system that embedded patterns in the formatting of apostrophes in its lyrics formatting of apostrophes in its lyrics formatting of apostrophes in its lyrics right so some combination of straight right so some combination of straight right so some combination of straight um straight apostrophes and curly um straight apostrophes and curly um straight apostrophes and curly apostrophes and saw that the exact apostrophes and saw that the exact apostrophes and saw that the exact watermarking pattern showed up in Google watermarking pattern showed up in Google watermarking pattern showed up in Google search proving their point that Google search proving their point that Google search proving their point that Google actually was stealing their content actually was stealing their content actually was stealing their content but you know it's not just it's not just but you know it's not just it's not just but you know it's not just it's not just Google that's trying to keep people on Google that's trying to keep people on Google that's trying to keep people on their platform social media does it too their platform social media does it too their platform social media does it too right social media rewards this native right social media rewards this native right social media rewards this native content content content Twitter's algorithm favors threads over Twitter's algorithm favors threads over Twitter's algorithm favors threads over linked content right you know this guy linked content right you know this guy linked content right you know this guy sahul Bloom has like sahul Bloom has like sahul Bloom has like 700 000 followers at this point very 700 000 followers at this point very 700 000 followers at this point very famously writes these threads famously writes these threads famously writes these threads um linkedin's algorithm favors comments um linkedin's algorithm favors comments um linkedin's algorithm favors comments so you see people like me who put things

so you see people like me who put things so you see people like me who put things like link below in the comments in their like link below in the comments in their like link below in the comments in their post we don't even link to the actual post we don't even link to the actual post we don't even link to the actual content within our posts we put it in content within our posts we put it in content within our posts we put it in the comments the comments the comments and finally Instagram doesn't allow and finally Instagram doesn't allow and finally Instagram doesn't allow links in their captions right and they links in their captions right and they links in their captions right and they only recently only this year began only recently only this year began only recently only this year began allowing them in stories allowing them in stories allowing them in stories and so it's not just these main and so it's not just these main and so it's not just these main platforms right it's not just the ones I platforms right it's not just the ones I platforms right it's not just the ones I mentioned it's Reddit Pinterest Decorah mentioned it's Reddit Pinterest Decorah mentioned it's Reddit Pinterest Decorah all of them favorite in platform content all of them favorite in platform content all of them favorite in platform content like linked lists posts images and like linked lists posts images and like linked lists posts images and videos videos videos Tick Tock and Snapchat are linked lists Tick Tock and Snapchat are linked lists Tick Tock and Snapchat are linked lists Youtube cuts off video descriptions that Youtube cuts off video descriptions that Youtube cuts off video descriptions that include links so the old way of marketing your content so the old way of marketing your content your event your product your business it your event your product your business it your event your product your business it just doesn't work anymore just doesn't work anymore just doesn't work anymore instead of optimizing for Google we now instead of optimizing for Google we now instead of optimizing for Google we now need to optimize for Impressions AKA we need to optimize for Impressions AKA we need to optimize for Impressions AKA we have to write really really good content have to write really really good content have to write really really good content but it's hard how do we do it so how do but it's hard how do we do it so how do but it's hard how do we do it so how do we create this type of share worthy we create this type of share worthy we create this type of share worthy content that people actually will take content that people actually will take content that people actually will take action on action on action on through zero click content right this is through zero click content right this is through zero click content right this is content that offers Standalone value content that offers Standalone value content that offers Standalone value with no need to click clicking is only with no need to click clicking is only with no need to click clicking is only additive to the user experience and it's additive to the user experience and it's additive to the user experience and it's not required not required not required we see lots of examples of this from our we see lots of examples of this from our we see lots of examples of this from our peers like Rand fishkin for instance he peers like Rand fishkin for instance he peers like Rand fishkin for instance he embeds these two minute videos directed embeds these two minute videos directed embeds these two minute videos directed directly on LinkedIn we don't even Host directly on LinkedIn we don't even Host directly on LinkedIn we don't even Host this on wistia or YouTube anymore

this on wistia or YouTube anymore this on wistia or YouTube anymore because there kind of isn't really any because there kind of isn't really any because there kind of isn't really any point for us point for us point for us posting it on LinkedIn ensures that the posting it on LinkedIn ensures that the posting it on LinkedIn ensures that the video gets seen and Ran's videos will video gets seen and Ran's videos will video gets seen and Ran's videos will get hundreds of thousands of Impressions get hundreds of thousands of Impressions get hundreds of thousands of Impressions each time each time each time for myself I repurpose all of my blog for myself I repurpose all of my blog for myself I repurpose all of my blog posts into Twitter threads posts into Twitter threads posts into Twitter threads um and that's right I I rewrite them as um and that's right I I rewrite them as um and that's right I I rewrite them as threads I don't say hey look at my blog threads I don't say hey look at my blog threads I don't say hey look at my blog post you know in like in the thread post you know in like in the thread post you know in like in the thread format I I distill it into an actual format I I distill it into an actual format I I distill it into an actual thread where people don't even have to thread where people don't even have to thread where people don't even have to click on the blog post click on the blog post click on the blog post and then people like Brendan Hufford and then people like Brendan Hufford and then people like Brendan Hufford right Brenda Brendan writes these 150 right Brenda Brendan writes these 150 right Brenda Brendan writes these 150 word or so insights and he posts them word or so insights and he posts them word or so insights and he posts them directly on LinkedIn right and Brendan directly on LinkedIn right and Brendan directly on LinkedIn right and Brendan runs a B2B SAS consultancy so this is runs a B2B SAS consultancy so this is runs a B2B SAS consultancy so this is also just the best way for him to drive also just the best way for him to drive also just the best way for him to drive interests and leads for his business interests and leads for his business interests and leads for his business and it's not just the B2B industry right and it's not just the B2B industry right and it's not just the B2B industry right we can see this in d2c we can see this in d2c we can see this in d2c this company is ddc's meet our protein this company is ddc's meet our protein this company is ddc's meet our protein company force of nature meets they have company force of nature meets they have company force of nature meets they have over 90 000 Instagram followers at this over 90 000 Instagram followers at this over 90 000 Instagram followers at this point who are very engaged with their point who are very engaged with their point who are very engaged with their content if you're not in their target content if you're not in their target content if you're not in their target audience you would glance at this chart audience you would glance at this chart audience you would glance at this chart not really pay attention to it but not really pay attention to it but not really pay attention to it but really this chart is the meat of the really this chart is the meat of the really this chart is the meat of the information right this dives into information right this dives into information right this dives into um I don't know what it is but it dives um I don't know what it is but it dives um I don't know what it is but it dives into into into um um um it dives into a lot of detail about food it dives into a lot of detail about food it dives into a lot of detail about food and nutrition and this performs really and nutrition and this performs really and nutrition and this performs really really well for them so for their target really well for them so for their target really well for them so for their target audience they want this kind of content audience they want this kind of content audience they want this kind of content other examples right this is this to me

other examples right this is this to me other examples right this is this to me is sort of a classic example Howard is sort of a classic example Howard is sort of a classic example Howard Stern the radio host Stern the radio host Stern the radio host right he has a long-form interview show right he has a long-form interview show right he has a long-form interview show on SiriusXM has he has over a million on SiriusXM has he has over a million on SiriusXM has he has over a million YouTube subscribers and what he does on YouTube subscribers and what he does on YouTube subscribers and what he does on YouTube is he posts two to five minute YouTube is he posts two to five minute YouTube is he posts two to five minute clips of just the juiciest parts of his clips of just the juiciest parts of his clips of just the juiciest parts of his interviews it's Standalone you don't interviews it's Standalone you don't interviews it's Standalone you don't really need to watch the rest of the really need to watch the rest of the really need to watch the rest of the interview but you'll probably want to interview but you'll probably want to interview but you'll probably want to after you see a clip that's just so good after you see a clip that's just so good after you see a clip that's just so good that you want more um other examples right this one this um other examples right this one this one's kind of out of the box here so one's kind of out of the box here so one's kind of out of the box here so Redfin there the Redfin CEO Glenn Redfin there the Redfin CEO Glenn Redfin there the Redfin CEO Glenn Kellman is now starring in a Netflix Kellman is now starring in a Netflix Kellman is now starring in a Netflix show about home buying and selling so show about home buying and selling so show about home buying and selling so what's interesting here is this is going what's interesting here is this is going what's interesting here is this is going to be zero click content right you don't to be zero click content right you don't to be zero click content right you don't need to be a Redfin user or customer in need to be a Redfin user or customer in need to be a Redfin user or customer in order to benefit from watching this show order to benefit from watching this show order to benefit from watching this show it's just it's just to show about buying it's just it's just to show about buying it's just it's just to show about buying and selling homes so definitely zero and selling homes so definitely zero and selling homes so definitely zero click content here Okay so we've gone through all these Okay so we've gone through all these examples might seem like okay cool but examples might seem like okay cool but examples might seem like okay cool but how do you do any of this uh we have a how do you do any of this uh we have a how do you do any of this uh we have a couple of repeatable Frameworks ahead couple of repeatable Frameworks ahead couple of repeatable Frameworks ahead um you know ones that don't have to um you know ones that don't have to um you know ones that don't have to involve producing your own Netflix show oops uh okay oops uh okay so your overall strategy in social media so your overall strategy in social media so your overall strategy in social media you could think of it like this optimize you could think of it like this optimize you could think of it like this optimize for engagement streaks to get Social for engagement streaks to get Social for engagement streaks to get Social visibility followers and traffic

visibility followers and traffic visibility followers and traffic you give the networks what they want you give the networks what they want you give the networks what they want which is content that keeps users on the which is content that keeps users on the which is content that keeps users on the platform so no links posts that earn either replies or repeat posts that earn either replies or repeat visits and clicks more so than likes or visits and clicks more so than likes or visits and clicks more so than likes or shares and visual and video format so shares and visual and video format so shares and visual and video format so give them shocking headlines and or give them shocking headlines and or give them shocking headlines and or surprising and unexpected content surprising and unexpected content surprising and unexpected content now give followers what they want now give followers what they want now give followers what they want consistency of focus you know sadly consistency of focus you know sadly consistency of focus you know sadly people tend not to like deviation from people tend not to like deviation from people tend not to like deviation from the initial reason they follow you so if the initial reason they follow you so if the initial reason they follow you so if you are posting saying that you write you are posting saying that you write you are posting saying that you write about tech and Entrepreneurship but you about tech and Entrepreneurship but you about tech and Entrepreneurship but you actually mostly tweet about what you're actually mostly tweet about what you're actually mostly tweet about what you're having for dinner that night people having for dinner that night people having for dinner that night people aren't going to like that right they aren't going to like that right they aren't going to like that right they followed you for Tech and followed you for Tech and followed you for Tech and Entrepreneurship Entrepreneurship Entrepreneurship um followers also like high controversy um followers also like high controversy um followers also like high controversy and belief reinforcing content and belief reinforcing content and belief reinforcing content and content that's easy to consume and and content that's easy to consume and and content that's easy to consume and process right shorter more visual more process right shorter more visual more process right shorter more visual more emotional content tends to work really emotional content tends to work really emotional content tends to work really well well well and most importantly give your followers and most importantly give your followers and most importantly give your followers what they want right at least your what they want right at least your what they want right at least your target audience what they want and you target audience what they want and you target audience what they want and you can do this there's some kind of can do this there's some kind of can do this there's some kind of combination of social listening and combination of social listening and combination of social listening and keeping a pulse in your industry so here keeping a pulse in your industry so here keeping a pulse in your industry so here are some tools to do just that are some tools to do just that are some tools to do just that I think about this on the sort of macro I think about this on the sort of macro I think about this on the sort of macro to micro spectrum of research on the to micro spectrum of research on the to micro spectrum of research on the macro side you have your industry or macro side you have your industry or macro side you have your industry or category Trends on the narrowest or category Trends on the narrowest or category Trends on the narrowest or micro side you have what your audience micro side you have what your audience micro side you have what your audience consumes so to understand the macro consumes so to understand the macro consumes so to understand the macro right the industry or category Trends

right the industry or category Trends right the industry or category Trends you can use tools at Google Trends you can use tools at Google Trends you can use tools at Google Trends exploding topics exploding topics exploding topics but Sumo right on the micro side you consume what your on the micro side you consume what your audience consumes so maybe in this in audience consumes so maybe in this in audience consumes so maybe in this in this Tech focused audience people are this Tech focused audience people are this Tech focused audience people are reading TechCrunch or they're listening reading TechCrunch or they're listening reading TechCrunch or they're listening to Gartner Talent angle right Gartner's to Gartner Talent angle right Gartner's to Gartner Talent angle right Gartner's podcast podcast podcast you go from macro to micro how do you go you go from macro to micro how do you go you go from macro to micro how do you go from understanding industry Trends to from understanding industry Trends to from understanding industry Trends to suddenly knowing what your audience suddenly knowing what your audience suddenly knowing what your audience consumes you bridge the gap with tools consumes you bridge the gap with tools consumes you bridge the gap with tools like sparktoro doesn't have to be like sparktoro doesn't have to be like sparktoro doesn't have to be sparktoro ideally it should be you can sparktoro ideally it should be you can sparktoro ideally it should be you can also use tools like Feedly which gives also use tools like Feedly which gives also use tools like Feedly which gives you you you um gives you a feed of information based um gives you a feed of information based um gives you a feed of information based on your niche on your niche on your niche you could try a newstip.com it's a great you could try a newstip.com it's a great you could try a newstip.com it's a great PR resource for understanding what PR resource for understanding what PR resource for understanding what journalists in your Niche are writing journalists in your Niche are writing journalists in your Niche are writing about or even just who are the about or even just who are the about or even just who are the journalists in your Niche or journalists in your Niche or journalists in your Niche or frontpagemetrics.com which will help you frontpagemetrics.com which will help you frontpagemetrics.com which will help you discover some of the fastest growing discover some of the fastest growing discover some of the fastest growing subreddits so all of these things will subreddits so all of these things will subreddits so all of these things will help you better understand how to give help you better understand how to give help you better understand how to give your followers what they want your followers what they want your followers what they want and so once you know all this you can and so once you know all this you can and so once you know all this you can engage people drop traffic and repeat engage people drop traffic and repeat engage people drop traffic and repeat right so you create high engagement and right so you create high engagement and right so you create high engagement and not you you write a high engagement not you you write a high engagement not you you write a high engagement non-promotional post non-promotional post non-promotional post another one of those High engagement another one of those High engagement another one of those High engagement non-promotional posts then you can kind non-promotional posts then you can kind non-promotional posts then you can kind of sneak in your promotion with a call of sneak in your promotion with a call of sneak in your promotion with a call to action and then go back to your high to action and then go back to your high to action and then go back to your high engagement posts so the thing is these engagement posts so the thing is these engagement posts so the thing is these high engagement non non-promotional

high engagement non non-promotional high engagement non non-promotional posts this is what actually helps you posts this is what actually helps you posts this is what actually helps you earn brand exposure and new followers earn brand exposure and new followers earn brand exposure and new followers and it's the promotion with CTA that and it's the promotion with CTA that and it's the promotion with CTA that capitalizes on your algorithmic capitalizes on your algorithmic capitalizes on your algorithmic reputation and ultimately sends clicks reputation and ultimately sends clicks reputation and ultimately sends clicks back to your site back to your site back to your site so I've gone through this the overall so I've gone through this the overall so I've gone through this the overall sort of strategy right we know how to uh sort of strategy right we know how to uh sort of strategy right we know how to uh we know theoretically how to create high we know theoretically how to create high we know theoretically how to create high engagement content the importance of it engagement content the importance of it engagement content the importance of it but what are some tactic like super but what are some tactic like super but what are some tactic like super tactical ways that we can go about this tactical ways that we can go about this tactical ways that we can go about this so here's I have three here's the first so here's I have three here's the first so here's I have three here's the first one you can give away the punch line one you can give away the punch line one you can give away the punch line so this works really well for so this works really well for so this works really well for repurposing completed content repurposing completed content repurposing completed content um when I when I did this so I so this um when I when I did this so I so this um when I when I did this so I so this comes from a blog post that I did about comes from a blog post that I did about comes from a blog post that I did about audience personas so it's about the idea audience personas so it's about the idea audience personas so it's about the idea of Thinking Beyond buyer personas of Thinking Beyond buyer personas of Thinking Beyond buyer personas thinking more holistically about your thinking more holistically about your thinking more holistically about your audience and think about them as having audience and think about them as having audience and think about them as having as representing a suite of audience as representing a suite of audience as representing a suite of audience personas personas personas so I wrote this long like 2 000 word so I wrote this long like 2 000 word so I wrote this long like 2 000 word blog posts and it kind of culminated in blog posts and it kind of culminated in blog posts and it kind of culminated in this joke of this fake buyer Persona this joke of this fake buyer Persona this joke of this fake buyer Persona template which is not that helpful right template which is not that helpful right template which is not that helpful right and so what I did was I just posted the and so what I did was I just posted the and so what I did was I just posted the punchline this stupid joke punchline this stupid joke punchline this stupid joke um as my tweet it was I made this fire um as my tweet it was I made this fire um as my tweet it was I made this fire person a template feel free to steal it person a template feel free to steal it person a template feel free to steal it it got over 500 likes it got over 500 likes it got over 500 likes and when I repurposed this as an email and when I repurposed this as an email and when I repurposed this as an email to promote the webinar version of my to promote the webinar version of my to promote the webinar version of my blog post blog post blog post this ended up being our most clicked on this ended up being our most clicked on this ended up being our most clicked on email promotion this year

email promotion this year email promotion this year and our webinar got over 900 registrants and our webinar got over 900 registrants and our webinar got over 900 registrants so this worked really well so this worked really well so this worked really well don't be afraid to see to give away the don't be afraid to see to give away the don't be afraid to see to give away the punchline punchline punchline tactic number two tactic number two tactic number two summarize the heart of your idea so this summarize the heart of your idea so this summarize the heart of your idea so this works really well if you are sharing an works really well if you are sharing an works really well if you are sharing an outline the items in a list or a outline the items in a list or a outline the items in a list or a standalone thought standalone thought standalone thought um remember when you're summarizing this um remember when you're summarizing this um remember when you're summarizing this idea clicking should be optional it idea clicking should be optional it idea clicking should be optional it shouldn't be required to understand this shouldn't be required to understand this shouldn't be required to understand this so you look at this piece here so you look at this piece here so you look at this piece here this comes from force of Nature and it this comes from force of Nature and it this comes from force of Nature and it comes from their newsletter they have comes from their newsletter they have comes from their newsletter they have five grilling tips right one two three five grilling tips right one two three five grilling tips right one two three four five five Standalone tips four five five Standalone tips four five five Standalone tips that's kind of it right like there isn't that's kind of it right like there isn't that's kind of it right like there isn't there this actually doesn't even link to there this actually doesn't even link to there this actually doesn't even link to a blog post this is just a standalone a blog post this is just a standalone a blog post this is just a standalone inset that they did to make their inset that they did to make their inset that they did to make their newsletter newsletter newsletter Standalone valuable Standalone valuable Standalone valuable for anybody who's just skimming through for anybody who's just skimming through for anybody who's just skimming through it it it and when you do this well you should be and when you do this well you should be and when you do this well you should be able to do this multiple times with one able to do this multiple times with one able to do this multiple times with one piece of content piece of content piece of content another example of this another example of this another example of this um West KO the co-founder of Maven she um West KO the co-founder of Maven she um West KO the co-founder of Maven she has this blog post called the you know has this blog post called the you know has this blog post called the you know it's about the brand versus Performance it's about the brand versus Performance it's about the brand versus Performance Marketing Spectrum so Marketing Spectrum so Marketing Spectrum so she's also distilled this into one slide she's also distilled this into one slide she's also distilled this into one slide or one graphic and this is just one or one graphic and this is just one or one graphic and this is just one Standalone tweet right should you Standalone tweet right should you Standalone tweet right should you prioritize brand or performance this prioritize brand or performance this prioritize brand or performance this decision will not impact how you define decision will not impact how you define decision will not impact how you define success for any metric but anyway it's success for any metric but anyway it's success for any metric but anyway it's the law of brand versus Performance the law of brand versus Performance the law of brand versus Performance Marketing and on one side of the

Marketing and on one side of the Marketing and on one side of the spectrum yeah Performance Marketing it's spectrum yeah Performance Marketing it's spectrum yeah Performance Marketing it's focused on short-term conversion on the focused on short-term conversion on the focused on short-term conversion on the other side you have brand marketing other side you have brand marketing other side you have brand marketing focused on long-term brand Equity right focused on long-term brand Equity right focused on long-term brand Equity right this this makes sense in of itself you this this makes sense in of itself you this this makes sense in of itself you don't really need to read the blog post don't really need to read the blog post don't really need to read the blog post to understand the slide but of course to understand the slide but of course to understand the slide but of course it's better if you do read it it's better if you do read it it's better if you do read it uh there's a blog post uh there's a blog post uh there's a blog post uh last example that I have here is uh last example that I have here is uh last example that I have here is posting a defensible hot take so this posting a defensible hot take so this posting a defensible hot take so this works really well if you have long form works really well if you have long form works really well if you have long form content with full context content with full context content with full context and remember if you're going to do this and remember if you're going to do this and remember if you're going to do this don't be salacious just for the sake of don't be salacious just for the sake of don't be salacious just for the sake of being salacious and being salacious and being salacious and um um um after you get some engagement right after you get some engagement right after you get some engagement right after it takes off uh picks up some after it takes off uh picks up some after it takes off uh picks up some steam you can add the link to promote steam you can add the link to promote steam you can add the link to promote whatever it is that or add the link to whatever it is that or add the link to whatever it is that or add the link to that Fuller context that Fuller context that Fuller context where in which you defend your claim so where in which you defend your claim so where in which you defend your claim so in this example Steph Smith who's uh in this example Steph Smith who's uh in this example Steph Smith who's uh Creator Indie hacker and you know now Creator Indie hacker and you know now Creator Indie hacker and you know now she's a podcast host at a16z she's a podcast host at a16z she's a podcast host at a16z she posted this extremely popular tweet she posted this extremely popular tweet she posted this extremely popular tweet about the 40 hour work week but the 40 about the 40 hour work week but the 40 about the 40 hour work week but the 40 hour work week was established over a hour work week was established over a hour work week was established over a century ago since then we've invented 5G century ago since then we've invented 5G century ago since then we've invented 5G Network's automation 3D printing AR VR Network's automation 3D printing AR VR Network's automation 3D printing AR VR and a computer that can fit in your and a computer that can fit in your and a computer that can fit in your pocket nearly all the tools have changed pocket nearly all the tools have changed pocket nearly all the tools have changed yet somehow people still think the way yet somehow people still think the way yet somehow people still think the way we need to work needs to say needs to we need to work needs to say needs to we need to work needs to say needs to stay the same stay the same stay the same right great hot take right great hot take right great hot take off it took off really well and then she off it took off really well and then she off it took off really well and then she added on a link to her her personal added on a link to her her personal added on a link to her her personal podcast which is which basically was

podcast which is which basically was podcast which is which basically was like Hey I have more to say on this like Hey I have more to say on this like Hey I have more to say on this topic come check it out right so this topic come check it out right so this topic come check it out right so this makes it defensible because if anybody's makes it defensible because if anybody's makes it defensible because if anybody's upset by this tweet right upset by this tweet right upset by this tweet right they should listen to her her podcast they should listen to her her podcast they should listen to her her podcast where she has where she has where she has where she dives into the research or where she dives into the research or where she dives into the research or dives into some background on it fully dives into some background on it fully dives into some background on it fully defends her claim and most likely man defends her claim and most likely man defends her claim and most likely man you may or may not you may or may not you may or may not you may or may not you may or may not you may or may not agree with her to full take but most agree with her to full take but most agree with her to full take but most likely you're not going to be upset likely you're not going to be upset likely you're not going to be upset about it right you're going to be like about it right you're going to be like about it right you're going to be like okay well she has a lot to say about okay well she has a lot to say about okay well she has a lot to say about this all right I respect it um but wait right I know some of you um but wait right I know some of you want to ask what about executive buy-in want to ask what about executive buy-in want to ask what about executive buy-in right what about this I feel like I right what about this I feel like I right what about this I feel like I gotta fly through but I have a few gotta fly through but I have a few gotta fly through but I have a few minutes left minutes left minutes left executive buy-in everybody always executive buy-in everybody always executive buy-in everybody always wonders this so one way I like to um wonders this so one way I like to um wonders this so one way I like to um approach this is to talk about approach this is to talk about approach this is to talk about sustainable operations right um when you sustainable operations right um when you sustainable operations right um when you are creating zero click content right are creating zero click content right are creating zero click content right the Standalone valuable content you're the Standalone valuable content you're the Standalone valuable content you're ultimately making your content your ultimately making your content your ultimately making your content your operations your budget a lot more operations your budget a lot more operations your budget a lot more sustainable because that one blog post sustainable because that one blog post sustainable because that one blog post or that one piece of content becomes one or that one piece of content becomes one or that one piece of content becomes one to two LinkedIn posts it becomes maybe to two LinkedIn posts it becomes maybe to two LinkedIn posts it becomes maybe one Twitter thread and three tweets one Twitter thread and three tweets one Twitter thread and three tweets becomes one video a webinar or maybe it becomes one video a webinar or maybe it becomes one video a webinar or maybe it even also becomes a a conference even also becomes a a conference even also becomes a a conference presentation right one piece of content presentation right one piece of content presentation right one piece of content can become all of these things I'm not can become all of these things I'm not can become all of these things I'm not even saying it can become one of these even saying it can become one of these even saying it can become one of these things although that's true too things although that's true too things although that's true too because

because because also if you are focused on creating also if you are focused on creating also if you are focused on creating content that is just really really good content that is just really really good content that is just really really good you're going to pretty organically get a you're going to pretty organically get a you're going to pretty organically get a lot more out of it lot more out of it lot more out of it right so one blog post equals all of right so one blog post equals all of right so one blog post equals all of these things these things these things and it's possible and and it's possible and and it's possible and it leads to this sort of it leads to this sort of it leads to this sort of counter-intuitive outcome here right so counter-intuitive outcome here right so counter-intuitive outcome here right so this goofy joke this little slide here this goofy joke this little slide here this goofy joke this little slide here took me a couple hours to make not gonna took me a couple hours to make not gonna took me a couple hours to make not gonna lie it took me a while lie it took me a while lie it took me a while um um um all led to this 2 000 word blog post all led to this 2 000 word blog post all led to this 2 000 word blog post where I defended my claim where I defended my claim where I defended my claim also became a webinar at sparktoro also became a webinar at sparktoro also became a webinar at sparktoro but then it also led to the opportunity but then it also led to the opportunity but then it also led to the opportunity to present this to over 700 people at to present this to over 700 people at to present this to over 700 people at mozcon so trust the process trust mozcon so trust the process trust mozcon so trust the process trust yourself yourself yourself um um um trust that whatever content you have trust that whatever content you have trust that whatever content you have anything worth saying is worthy of anything worth saying is worthy of anything worth saying is worthy of becoming multiple other formats um that's what I have for today if you um that's what I have for today if you want to learn more about audience want to learn more about audience want to learn more about audience research and more about what I do at research and more about what I do at research and more about what I do at sparktoro you can check us out uh check sparktoro you can check us out uh check sparktoro you can check us out uh check out our newsletter right we have a nice out our newsletter right we have a nice out our newsletter right we have a nice audience research newsletter it actually audience research newsletter it actually audience research newsletter it actually goes out tomorrow if you want to check goes out tomorrow if you want to check goes out tomorrow if you want to check it out then it out then it out then um and most every other Thursday um and most every other Thursday um and most every other Thursday we also have free tools at sparktoro.com we also have free tools at sparktoro.com we also have free tools at sparktoro.com tools we have a fake follower audit a tools we have a fake follower audit a tools we have a fake follower audit a trending topic uh trending topics for trending topic uh trending topics for trending topic uh trending topics for Twitter and Spark score which gauges Twitter and Spark score which gauges Twitter and Spark score which gauges overall engagement of a Twitter account overall engagement of a Twitter account overall engagement of a Twitter account and then we also have our paid tool at and then we also have our paid tool at and then we also have our paid tool at sparktoro.com where you can do more

sparktoro.com where you can do more sparktoro.com where you can do more audience research audience research audience research and get great data this is a sample of and get great data this is a sample of and get great data this is a sample of it here it here it here um overview of people whose profiles um overview of people whose profiles um overview of people whose profiles include marketing director you'll see include marketing director you'll see include marketing director you'll see they're the top words they use in their they're the top words they use in their they're the top words they use in their bios demographics podcasts they listen bios demographics podcasts they listen bios demographics podcasts they listen to YouTube channels they subscribe to to YouTube channels they subscribe to to YouTube channels they subscribe to social accounts they follow and then if social accounts they follow and then if social accounts they follow and then if you want to learn more from me I'm on you want to learn more from me I'm on you want to learn more from me I'm on Twitter most active there Twitter most active there Twitter most active there um I also have a twice monthly-ish um I also have a twice monthly-ish um I also have a twice monthly-ish newsletter at amandanat.com and then I newsletter at amandanat.com and then I newsletter at amandanat.com and then I also teach a Content marketing course at also teach a Content marketing course at also teach a Content marketing course at Maven content marketing 201 Maven content marketing 201 Maven content marketing 201 thank you and any questions yes indeed thank you for that Amanda the yes indeed thank you for that Amanda the questions questions are coming in I questions questions are coming in I questions questions are coming in I wanted to kick you off with one of my wanted to kick you off with one of my wanted to kick you off with one of my own I was trying to think through you own I was trying to think through you own I was trying to think through you know I I put out with startups for the know I I put out with startups for the know I I put out with startups for the rest of us my podcast I put out an rest of us my podcast I put out an rest of us my podcast I put out an episode every week we put out a kind of episode every week we put out a kind of episode every week we put out a kind of a I won't say it's hot take but some you a I won't say it's hot take but some you a I won't say it's hot take but some you know like our uh YouTube video we did know like our uh YouTube video we did know like our uh YouTube video we did last week was like B2B versus b2c which last week was like B2B versus b2c which last week was like B2B versus b2c which is more profitable so I I took a side is more profitable so I I took a side is more profitable so I I took a side you know something you could say it's a you know something you could say it's a you know something you could say it's a hot take right and we tweet them and we hot take right and we tweet them and we hot take right and we tweet them and we put a clip and we put a clip and we put a clip and we um you know do the stuff you you would um you know do the stuff you you would um you know do the stuff you you would think but I haven't done them more hot think but I haven't done them more hot think but I haven't done them more hot take uh aspect you're saying right where take uh aspect you're saying right where take uh aspect you're saying right where you you brought up the example of the you you brought up the example of the you you brought up the example of the 40-hour week 40 hour work week and then 40-hour week 40 hour work week and then 40-hour week 40 hour work week and then the podcast packing it up the podcast packing it up the podcast packing it up um is that is that is that like just um is that is that is that like just um is that is that is that like just coming into popularity or is that coming into popularity or is that coming into popularity or is that something that a lot of people are something that a lot of people are something that a lot of people are already doing and have you seen it work already doing and have you seen it work already doing and have you seen it work more than you know the one instance that more than you know the one instance that more than you know the one instance that we saw here

we saw here we saw here I feel like I've been seeing it more I feel like I've been seeing it more I feel like I've been seeing it more over the past maybe one to two years over the past maybe one to two years over the past maybe one to two years um and I think the best the people who um and I think the best the people who um and I think the best the people who are most successful at it are the ones are most successful at it are the ones are most successful at it are the ones who are who are who are able to tie it back to a longer form able to tie it back to a longer form able to tie it back to a longer form piece right like I think people who are piece right like I think people who are piece right like I think people who are just posting hot takes just posting hot takes just posting hot takes um just the hot take part with no no um just the hot take part with no no um just the hot take part with no no defensibility to it defensibility to it defensibility to it that might perform well in the short that might perform well in the short that might perform well in the short term like it might get some term like it might get some term like it might get some reactions you know retweets all that reactions you know retweets all that reactions you know retweets all that stuff but I think pretty quickly you'll stuff but I think pretty quickly you'll stuff but I think pretty quickly you'll you'll see that that you'll see that that you'll see that that person maybe that account kind of starts person maybe that account kind of starts person maybe that account kind of starts to unravel if they're not backing it up to unravel if they're not backing it up to unravel if they're not backing it up over time so I think the most successful over time so I think the most successful over time so I think the most successful people are doing it when they have more people are doing it when they have more people are doing it when they have more to say on the topic and they present it to say on the topic and they present it to say on the topic and they present it and even if people don't listen to it or and even if people don't listen to it or and even if people don't listen to it or don't read it or don't watch the thing don't read it or don't watch the thing don't read it or don't watch the thing they'll at least feel like well I don't they'll at least feel like well I don't they'll at least feel like well I don't agree with that but agree with that but agree with that but I'm not going to watch that either I'm not going to watch that either I'm not going to watch that either whatever whatever whatever exactly yeah yeah versus you know quote exactly yeah yeah versus you know quote exactly yeah yeah versus you know quote tweeting it and saying like what a clown tweeting it and saying like what a clown tweeting it and saying like what a clown I hate this take what a terrible thing I hate this take what a terrible thing I hate this take what a terrible thing to say right right okay um we have to say right right okay um we have to say right right okay um we have questions coming in from folks in the questions coming in from folks in the questions coming in from folks in the audience Ivan asks what tool do you use audience Ivan asks what tool do you use audience Ivan asks what tool do you use to rewrite and repurpose your blog posts to rewrite and repurpose your blog posts to rewrite and repurpose your blog posts yeah so usually I mean I yeah so usually I mean I yeah so usually I mean I use Google Docs um that's my main tool use Google Docs um that's my main tool use Google Docs um that's my main tool of choice of choice of choice um if I distill something into a thread um if I distill something into a thread um if I distill something into a thread I use an app called typefully I use an app called typefully I use an app called typefully typefully.com typefully.com typefully.com um which helps you

um which helps you um which helps you um um um write your thread sort of in a blog post write your thread sort of in a blog post write your thread sort of in a blog post format it's just easier to to work with format it's just easier to to work with format it's just easier to to work with um um um yeah those are the my main tools yeah those are the my main tools yeah those are the my main tools great great great I was just eyeballing typically I don't I was just eyeballing typically I don't I was just eyeballing typically I don't do a lot of threads but I'm considering do a lot of threads but I'm considering do a lot of threads but I'm considering doing it and so I had heard that doing it and so I had heard that doing it and so I had heard that thankfully yeah is a good way to do it I thankfully yeah is a good way to do it I thankfully yeah is a good way to do it I will say there's a newer tool will say there's a newer tool will say there's a newer tool that I've been playing with called Lex that I've been playing with called Lex that I've been playing with called Lex have you heard of this it's the new gpt3 have you heard of this it's the new gpt3 have you heard of this it's the new gpt3 uh writing app uh writing app uh writing app um um um so one of the interesting things is the so one of the interesting things is the so one of the interesting things is the way you use the gpt3 to generate help way you use the gpt3 to generate help way you use the gpt3 to generate help you generate ideas you can do headline you generate ideas you can do headline you generate ideas you can do headline ideas but I actually use it now for the ideas but I actually use it now for the ideas but I actually use it now for the minimalist writing editor so for me it's minimalist writing editor so for me it's minimalist writing editor so for me it's a little bit more of a Google Docs a little bit more of a Google Docs a little bit more of a Google Docs replacement replacement replacement with the optional like oh there's some with the optional like oh there's some with the optional like oh there's some AI stuff here but that's a nice tool to AI stuff here but that's a nice tool to AI stuff here but that's a nice tool to check out I'll have to check that out it check out I'll have to check that out it check out I'll have to check that out it works with Twitter threads uh no this is works with Twitter threads uh no this is works with Twitter threads uh no this is just real quick it's just straight just real quick it's just straight just real quick it's just straight writing yeah Lex dot app nice writing yeah Lex dot app nice writing yeah Lex dot app nice um all right next question is from Matt um all right next question is from Matt um all right next question is from Matt so you can repurpose existing blog posts so you can repurpose existing blog posts so you can repurpose existing blog posts into new content but if you're starting into new content but if you're starting into new content but if you're starting from scratch do you still make the blog from scratch do you still make the blog from scratch do you still make the blog post or do you just focus on the new post or do you just focus on the new post or do you just focus on the new zero click content great question zero click content great question zero click content great question I think you could you can do either or I think you could you can do either or I think you could you can do either or you can start with the blog or you can you can start with the blog or you can you can start with the blog or you can start with zero click content I don't start with zero click content I don't start with zero click content I don't really think there's a wrong answer uh really think there's a wrong answer uh really think there's a wrong answer uh my take is whatever you do start the my take is whatever you do start the my take is whatever you do start the blog like get your home base set up so blog like get your home base set up so blog like get your home base set up so that you can you can point people to it

that you can you can point people to it that you can you can point people to it if you need to if you need to if you need to um I kind of did them both at the same um I kind of did them both at the same um I kind of did them both at the same time ish so like I said at my personal time ish so like I said at my personal time ish so like I said at my personal site I have a Blog super Bare Bones blog site I have a Blog super Bare Bones blog site I have a Blog super Bare Bones blog there but it's more like if anyone there but it's more like if anyone there but it's more like if anyone Googles me or goes to my website there's Googles me or goes to my website there's Googles me or goes to my website there's stuff there that's like here's who I am stuff there that's like here's who I am stuff there that's like here's who I am quick bio whatever quick bio whatever quick bio whatever um and then I mostly I mostly started um and then I mostly I mostly started um and then I mostly I mostly started writing on Twitter writing on Twitter writing on Twitter I guess the other maybe maybe a good I guess the other maybe maybe a good I guess the other maybe maybe a good kind of extreme example of this would be kind of extreme example of this would be kind of extreme example of this would be Soho Bloom I think for for two years I Soho Bloom I think for for two years I Soho Bloom I think for for two years I believe sahil only wrote on Twitter believe sahil only wrote on Twitter believe sahil only wrote on Twitter didn't have a personal site only wrote didn't have a personal site only wrote didn't have a personal site only wrote threads grew grew a following I probably threads grew grew a following I probably threads grew grew a following I probably have like zero to maybe 200 000 in one have like zero to maybe 200 000 in one have like zero to maybe 200 000 in one year year year um so very much doubled down on this um so very much doubled down on this um so very much doubled down on this sort of zero click content grew the sort of zero click content grew the sort of zero click content grew the following there and then I think a following there and then I think a following there and then I think a couple years later couple years later couple years later finally had his personal site set up finally had his personal site set up finally had his personal site set up started a sub stack started a podcast started a sub stack started a podcast started a sub stack started a podcast um so you could do it that way too um so you could do it that way too um so you could do it that way too very nice Ben asks do you have a very nice Ben asks do you have a very nice Ben asks do you have a framework for what good content means framework for what good content means framework for what good content means hmm hmm hmm this is good um this is good um this is good um one of my favorite resources for this is one of my favorite resources for this is one of my favorite resources for this is one of rand's blog post one of rans one of rand's blog post one of rans one of rand's blog post one of rans fishkin's blog post and it's called who fishkin's blog post and it's called who fishkin's blog post and it's called who will amplify this and why will amplify this and why will amplify this and why so it's a it's a very it's a very long so it's a it's a very it's a very long so it's a it's a very it's a very long post completely worth reading I reread post completely worth reading I reread post completely worth reading I reread it myself once or twice a year but one it myself once or twice a year but one it myself once or twice a year but one one in one section ran gets into

one in one section ran gets into one in one section ran gets into what makes something amplification what makes something amplification what makes something amplification worthy why do people engage with certain worthy why do people engage with certain worthy why do people engage with certain types of content why do they amplify it types of content why do they amplify it types of content why do they amplify it and so he has I think nine eight or nine and so he has I think nine eight or nine and so he has I think nine eight or nine categories of this which would include categories of this which would include categories of this which would include like you know fear shock and awe belief like you know fear shock and awe belief like you know fear shock and awe belief reinforcing I think any of those things reinforcing I think any of those things reinforcing I think any of those things um are indicative of good content um are indicative of good content um are indicative of good content now you can have belief reinforcing now you can have belief reinforcing now you can have belief reinforcing content that's poorly written sure content that's poorly written sure content that's poorly written sure that's possible but I think a lot of it that's possible but I think a lot of it that's possible but I think a lot of it starts with having a strong idea that starts with having a strong idea that starts with having a strong idea that people want to engage with that's people want to engage with that's people want to engage with that's amplification worthy and then from there amplification worthy and then from there amplification worthy and then from there hopefully ideally it's well written and hopefully ideally it's well written and hopefully ideally it's well written and I think there are a lot of number of I think there are a lot of number of I think there are a lot of number of guides that you can read or resources guides that you can read or resources guides that you can read or resources you can tap into you can tap into you can tap into um Kayleen Moore um Kayleen Moore um Kayleen Moore um freelance writer has a lot of great um freelance writer has a lot of great um freelance writer has a lot of great resources for writing well uh Julian resources for writing well uh Julian resources for writing well uh Julian Shapiro has a long form guide Shapiro has a long form guide Shapiro has a long form guide um on writing well so all of these are um on writing well so all of these are um on writing well so all of these are great resources great resources great resources excellent a grant in the chat just excellent a grant in the chat just excellent a grant in the chat just posted a link to that ran fishkin blog posted a link to that ran fishkin blog posted a link to that ran fishkin blog post you just mentioned so post you just mentioned so post you just mentioned so um will asks how do you measure the um will asks how do you measure the um will asks how do you measure the social how do you measure social media social how do you measure social media social how do you measure social media Roi Roi Roi um so I guess this will depend on your um so I guess this will depend on your um so I guess this will depend on your business business business um you can look at the typical metrics um you can look at the typical metrics um you can look at the typical metrics like Impressions engagements follower like Impressions engagements follower like Impressions engagements follower account account account I think some people will say those are I think some people will say those are I think some people will say those are vanity metrics I would disagree in that vanity metrics I would disagree in that vanity metrics I would disagree in that if you're posting on social media you if you're posting on social media you if you're posting on social media you have what else will you look at if not

have what else will you look at if not have what else will you look at if not those things so they're not really those things so they're not really those things so they're not really vanity metrics vanity metrics vanity metrics um that's one um that's one um that's one but I would also look at referral but I would also look at referral but I would also look at referral traffic and see how referral traffic traffic and see how referral traffic traffic and see how referral traffic over time increases over time increases over time increases um which the cow again the um which the cow again the um which the cow again the counter-intuitive thing about zero click counter-intuitive thing about zero click counter-intuitive thing about zero click content is that the more you're giving content is that the more you're giving content is that the more you're giving value up front without the click here value up front without the click here value up front without the click here click here click here click here click here click here click here um but occasionally doing that the more um but occasionally doing that the more um but occasionally doing that the more you're going to see better results you're going to see better results you're going to see better results because people over time are going to be because people over time are going to be because people over time are going to be like oh wow Rob writes great content like oh wow Rob writes great content like oh wow Rob writes great content like I'm just gonna follow him follow like I'm just gonna follow him follow like I'm just gonna follow him follow along and then kind of cherry pick like along and then kind of cherry pick like along and then kind of cherry pick like okay Rob has a podcast and occasionally okay Rob has a podcast and occasionally okay Rob has a podcast and occasionally posts links posts links posts links um I can't listen to every single one um I can't listen to every single one um I can't listen to every single one but it's interesting to me and then but it's interesting to me and then but it's interesting to me and then they're gonna follow along like oh they're gonna follow along like oh they're gonna follow along like oh that's a really interesting Insight I'm that's a really interesting Insight I'm that's a really interesting Insight I'm gonna check out this podcast for later gonna check out this podcast for later gonna check out this podcast for later right so over time you're going to see right so over time you're going to see right so over time you're going to see people develop interest they might not people develop interest they might not people develop interest they might not click on a hundred percent of your links click on a hundred percent of your links click on a hundred percent of your links who does that right but they'll click on who does that right but they'll click on who does that right but they'll click on them on more of them compared to when if them on more of them compared to when if them on more of them compared to when if you just were to say like hey I learned you just were to say like hey I learned you just were to say like hey I learned this cool thing check out my podcast this cool thing check out my podcast this cool thing check out my podcast um so that so looking at referral um so that so looking at referral um so that so looking at referral traffic over time and then if you can traffic over time and then if you can traffic over time and then if you can set up some goals in Google analytics set up some goals in Google analytics set up some goals in Google analytics you can also see if people are you can also see if people are you can also see if people are converting on your page that's one way converting on your page that's one way converting on your page that's one way to look at it too and then I guess the to look at it too and then I guess the to look at it too and then I guess the last thing I'll say is last thing I'll say is last thing I'll say is I have had an easier time tying Roi to I have had an easier time tying Roi to I have had an easier time tying Roi to LinkedIn specifically compared to LinkedIn specifically compared to LinkedIn specifically compared to Twitter Twitter Twitter um for me I've for me personally as a um for me I've for me personally as a um for me I've for me personally as a personal brand or personal Creator

personal brand or personal Creator personal brand or personal Creator um I have been able to see success from um I have been able to see success from um I have been able to see success from Twitter Twitter Twitter um like I get leads for my course that I um like I get leads for my course that I um like I get leads for my course that I teach but on LinkedIn it's easier for me teach but on LinkedIn it's easier for me teach but on LinkedIn it's easier for me to tie Roi to myself and to my brand to tie Roi to myself and to my brand to tie Roi to myself and to my brand sparktoro sparktoro sparktoro um so that's where it's easier to drive um so that's where it's easier to drive um so that's where it's easier to drive webinar signups which that's a great way webinar signups which that's a great way webinar signups which that's a great way to get a return on your investment to get a return on your investment to get a return on your investment um and if and last thing is if you're a um and if and last thing is if you're a um and if and last thing is if you're a service based business service based business service based business and you're posting Standalone insights and you're posting Standalone insights and you're posting Standalone insights on LinkedIn on LinkedIn on LinkedIn all you really need right are a head all you really need right are a head all you really need right are a head full of decent quality leads per month full of decent quality leads per month full of decent quality leads per month and if you get if you're like an agency and if you get if you're like an agency and if you get if you're like an agency right service based business if you get right service based business if you get right service based business if you get like two new clients in a month from like two new clients in a month from like two new clients in a month from just from LinkedIn that's incredible Roi just from LinkedIn that's incredible Roi just from LinkedIn that's incredible Roi yep our last question for you Amanda is yep our last question for you Amanda is yep our last question for you Amanda is from Kevin from Kevin from Kevin he asks for a B2B business with a highly he asks for a B2B business with a highly he asks for a B2B business with a highly Technical and relatively low number of Technical and relatively low number of Technical and relatively low number of customers what are some key factors to customers what are some key factors to customers what are some key factors to focus on in regard to zero click content focus on in regard to zero click content focus on in regard to zero click content oh that's a good question oh that's a good question oh that's a good question um highly tactical relatively low number um highly tactical relatively low number um highly tactical relatively low number of customers I would I wouldn't be afraid then to get I would I wouldn't be afraid then to get super Niche with what you're posting and super Niche with what you're posting and super Niche with what you're posting and just get really into the details like if just get really into the details like if just get really into the details like if there's a topic within a topic within a there's a topic within a topic within a there's a topic within a topic within a topic topic topic like zero in on the narrowest aspect and like zero in on the narrowest aspect and like zero in on the narrowest aspect and get super technical I think that's a get super technical I think that's a get super technical I think that's a great way to build Affinity with this great way to build Affinity with this great way to build Affinity with this Core group of customers Core group of customers Core group of customers um they'll quickly see like oh wow they

um they'll quickly see like oh wow they um they'll quickly see like oh wow they really know what they're talking about really know what they're talking about really know what they're talking about they're not just posting stuff that's they're not just posting stuff that's they're not just posting stuff that's like come to my webinar like come to my webinar like come to my webinar um kind of fluffy yeah right but like if um kind of fluffy yeah right but like if um kind of fluffy yeah right but like if you get really Technical and then and you get really Technical and then and you get really Technical and then and then kind of end it with hey we're going then kind of end it with hey we're going then kind of end it with hey we're going to talk more about this super technical to talk more about this super technical to talk more about this super technical stuff hopefully you'll be smarter than I stuff hopefully you'll be smarter than I stuff hopefully you'll be smarter than I am and not say those exact words am and not say those exact words am and not say those exact words um um um come to our webinar we're going to go in come to our webinar we're going to go in come to our webinar we're going to go in full detail on this topic and so showing full detail on this topic and so showing full detail on this topic and so showing how technical you are how into the weeds how technical you are how into the weeds how technical you are how into the weeds you are on your top of funnel channels you are on your top of funnel channels you are on your top of funnel channels will I think have a great chance at will I think have a great chance at will I think have a great chance at engaging your most loyal customers or engaging your most loyal customers or engaging your most loyal customers or the most technical people in your the most technical people in your the most technical people in your audience I think that's a good way to audience I think that's a good way to audience I think that's a good way to think about it too because if you think think about it too because if you think think about it too because if you think about it like my my business microconf about it like my my business microconf about it like my my business microconf and tinyseed really is essentially be and tinyseed really is essentially be and tinyseed really is essentially be the founder B2B and it's highly the founder B2B and it's highly the founder B2B and it's highly Technical and there's a relatively low Technical and there's a relatively low Technical and there's a relatively low number of customers you know there are number of customers you know there are number of customers you know there are tens of thousands hundreds of thousands tens of thousands hundreds of thousands tens of thousands hundreds of thousands they're not 10 million folks trying to they're not 10 million folks trying to they're not 10 million folks trying to do this and that is something that that do this and that is something that that do this and that is something that that we do a lot I view it as having some top we do a lot I view it as having some top we do a lot I view it as having some top of funnel content that's really ins of funnel content that's really ins of funnel content that's really ins there's inspiration and it's you know be there's inspiration and it's you know be there's inspiration and it's you know be an entrepreneur that type of stuff but an entrepreneur that type of stuff but an entrepreneur that type of stuff but when I dig in and I'm like you know your when I dig in and I'm like you know your when I dig in and I'm like you know your LTV to CAC ratio and you should be LTV to CAC ratio and you should be LTV to CAC ratio and you should be thinking about churn and that negative thinking about churn and that negative thinking about churn and that negative churn is this Anonymous pretty dang churn is this Anonymous pretty dang churn is this Anonymous pretty dang technical right and it can be boring for technical right and it can be boring for technical right and it can be boring for people but those are the ones that as people but those are the ones that as people but those are the ones that as you said maybe the the deepest fans you you said maybe the the deepest fans you you said maybe the the deepest fans you know or the people who really want to know or the people who really want to know or the people who really want to learn and who are really shipping learn and who are really shipping learn and who are really shipping um I think I think gravitate towards um I think I think gravitate towards um I think I think gravitate towards because it is different that a lot of because it is different that a lot of because it is different that a lot of the zero click content that you see the zero click content that you see the zero click content that you see media I I love your example because media I I love your example because media I I love your example because you're also you're also giving a really you're also you're also giving a really you're also you're also giving a really good really good two examples of One good really good two examples of One good really good two examples of One content that can be more appealing to a content that can be more appealing to a content that can be more appealing to a broad audience like the entrepreneurship

broad audience like the entrepreneurship broad audience like the entrepreneurship um that side of things which can be um that side of things which can be um that side of things which can be pretty broadly applicable so you can try pretty broadly applicable so you can try pretty broadly applicable so you can try doubling down on that kind of content doubling down on that kind of content doubling down on that kind of content but sprinkling in the technical like LTV but sprinkling in the technical like LTV but sprinkling in the technical like LTV Keck stuff that shows hey I'm not just Keck stuff that shows hey I'm not just Keck stuff that shows hey I'm not just gonna be some rah-rah investor guy I gonna be some rah-rah investor guy I gonna be some rah-rah investor guy I have a lot more to say on the ins and have a lot more to say on the ins and have a lot more to say on the ins and outs of running a business right and outs of running a business right and outs of running a business right and with that I'd love to thank you for with that I'd love to thank you for with that I'd love to thank you for showing up thanks for taking the time to showing up thanks for taking the time to showing up thanks for taking the time to speak to our audience it was a great speak to our audience it was a great speak to our audience it was a great talk thank you so much for having me Rob talk thank you so much for having me Rob talk thank you so much for having me Rob thanks everyone