B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 1659 · 3 months ago

Streamline Your Marketing Systems with Sarah Noel Block

ABOUT THIS EPISODE

In this episode Benji talks to Sarah Noel Block, CEO of Tiny Marketing.

If content marketing is overwhelming you right now and you need strategies for better distribution, Sarah provides the practical takeaways you're looking for.

Conversations from the front lines of marketing. This is be tob growth. Welcome into be to be growth. Today I am joined by Sarah Block. She's the CEO of tiny marketing. Sarah, welcome into be to be growth. Thank you so much for having me. So for seven years you were a marketing team of one, four, five companies. Is that right? That's right. It was quite the learning experience, I believe it. I mean I'm imagining the systems that you had to build and the bandwidth right, like, what do we do in order to make this this kind of work and expand without maybe increased budget and in just the thinking that you would have to do to navigate that. What do you think is like one of your top learnings from that type of experience? Oh, batching. Learning to batch the content that I needed to create for for all of those different brands. It was a seven company group, so I had so many bosses to to talk to and a lot of different business goals that I had to align our marketing web. So batching that that creation was the most important thing and it probably took like five years to realize that. Well, at least you learned it. That's the main takeaway. At some point you gotta hold that information and now, I'm sure it's very helpful for you. We're going to talk about content a bunch on this episode. I want to take time to address, I mean a specifically in the beat to be space, the need for cadences and themes in our content. And you see this is as a big deal. What has sort of brought that to the forefront of your mind, Sarah, as far as cadences and themes when it comes to content? Yeah, that one. Your audience starts to expect something from you. You can't build trust with them if they don't know what you talk about, what you stand for. So having those dedicated themes that you create all of your content around makes a world of a difference. People know to come to me when they want to hear about specifically operations with content marketing, like content marketing through the through the Lens of efficiency, with small departments, and that's how people get known in the businesses creating themes and being consistent about it. Without that specific cadence that you're working on, you end up, you know, letting a drop off. You need to have a specific schedule that you're willing to commit to or or it dies. Yeah, I wonder in be to be space, what do you see? I guess maybe the more appropriate word be why do you see so much laundering? Because you would think people have some sort...

...of Miche that they're already an expert in. But we don't get this right, do we? No. No, a lot of times people will just look at their product offerings and talk about that or their service offerings and talk about that. But really what you need to look at is more of like a ven diagram. You need to think of it this way. There is the problems that your customer has, the solutions that your business solves. That little piece in the middle, that's where your themes lie. That's when you really create that goal that works. What, when it comes to themes, what are we thinking about? Like, what's the number of themes you think are the sweet spot that we should be focused in on? I like for fours where I start, and then creating little topic clusters beneath them. HMM, for with topic clusters, I like that. So when it comes to the content that we're creating, give us a definition for what all is encompassed within that word for Sarah, like what comes to your mind when you think of content. Yeah, content really drives all marketing. So when I say content, I'm talking about podcasts, videos, blogs, guides, social media posts, email. That's all content. Marketing would be nothing without content at its core. You need to educate your your consumer. That's why they're finding you. Sure. Okay. So within content specifically, a lot of content in the B tob space gets lost. Right, we create it and it's just it lives on our website. Maybe it's a distribution issue, maybe it I mean, there's a number of things. Sometimes it's gated, which I really don't understand at this point. But what are some of those things that you you see right now when it comes to content and be to be, that go, that you go. We got to change the mindset here. We need to start seeing some shifts. Do you have all day? Let's go a cockle. Okay, okay, come well, I'll pare it down. I would start with the fact that people create too much content and they're not repurposing and distributing enough. So my rule that I usually teach my people is that commit to one one thing, commit to creating one original piece of content, whether it be once a month, by weekly or weekly, weekly ideal, but commit to that and then repurpose from there. You'll get tons of content in the end. I just did a project with a client where I'm repurposing one of their webinars. We were able to create fifteen pieces from that Webinar. Wow, and it brings your your content power so much further being able to do it that way and you you stay within your theme Sames,...

...your content, themes, you say, within your clusters, and you're spending a lot less time creating content and more time distributing it. Hmm, give me some insight as to like what type of stuff you pulled from that Webin are what you're looking for, because you don't want to just pull well, this could work right, like it might get a little engagement, like you got to find some good content there. So what does that process look like? Yeah, so I spent some time watching minute by minute that Webinar and I would make little comment notes within the Webinarre. We're like this topic would be a good blog post. We should grab this sound bite for an audiogram. Hmmm, let's take this topic and turn it into a graphics so people can understand what that ideal department looks like the topic they're talking about at the time, and I go through minute by minute, making notes of every piece of content that would make sense and compare that to the questions at the end the QA and the chat that they have. So you know what really resonated with the people who attended, it's more likely that it'll also resonate with the people who are going to see that content later. So when we're talking repurposing in this case, I think a lot of times what people think is, okay, we had a Webinar, we cut the video into like three micro clips and look, we repurposed it. But you're saying you've got to think about it more holistically and you're sometimes creating content that isn't referring directly back to the fact that you held the Webin are on this but like in the case of creating a blog post, it's just hey, that webinar prompted this other blog post. We don't even have to mention the Webinar, we just create the blog post exactly. Yeah, it inspires the other pieces. You can grab quotes from from the Webinar and bring that into their into the blog post, but you're getting a ton of great information from that. No, our of content that you've already created and it births all of the other content that you that your have, that you're creating. Are there any channels that you think can kind of be overlooked or maybe ignored, that we need to be thinking more about? Yeah, I think forums have been overlooked a bit, where people are already asking questions and they're wanting that content, they're wanting that education, and when people are doing it they're doing it the wrong way where it you know, they're just dropping a link to their piece of content like this will be helpful, but answer their question, build a relationship around it and share out that content. But forums are a great place to understand your customer a little bit better, see the conversations that are happening and build relationships with them too. What are the best forms you're seeing for like within be, Tob Yeah, within be to be having those conversations, and Linkedin is a great place to start commenting on other people's posts. Is I've built...

...a lot of relationships that I would consider true friendships outside of Linkedin by doing that. Medium is really great too. Cora, for some industries there's a ton of questions in there, and probably more in the BEAUTISTA space, but read it could be good, as long as you're not being spamming. I love Linkedin for the connections that are made there. I would say I wasn't very active, definitely not even a year ago, and as I've become more and more active, one of the things I do is like literally I set a timer, Sarah, and I just guess for the next thirty minutes, all I'm going to do is just comment and just talk to people. Do that like me once or twice a week. Sometimes I'm not great at it, but it's like, okay, you don't have to post. You know, I try to post, but like, where's my dedicated time to actually be like looking at other people's content and yeah them in helpful way? I think we overlooked that sometimes, or we just like comment when we see something that we immediately think is interesting, when maybe we have something worth adding to the conversation. That is a really good point. I think that people appreciate so much when you comment on their posts that that's really where the relationships are built, is in the comments, and I'm not exaggerating that. A lot of people that I talked to as friends I met doing the same exact thing and I do something similar. You know, I love a system. That's ill talk about a systems, but I do the same thing where when I'm eating breakfast, that's my time to comment on everybody's post on Linkedin. That that I find interesting. Hmm, I like that. It's a an easy way to again like batch a task with a something you're going to do every day, right, eat breakfast, and a good way to interact. So I like that. Yeah, it's have loves dogfast, must comment somethingked your you're just automatically your hand just starts doing it in phone is just automatically opens linkedin. Exactly. Okay. So once we have our four and this is where I want to spend the majority of the rest of our time together, I think distribution becomes that key ingredient and you mentioned like you can turn the the one one a week thing into number of things, but we need to practically break that down for people and go how should we be thinking about distribution? You have a checklist that will mention here, but practically speaking, what are some of the things you're doing and maybe even teach us a mindset of like what are you looking for when it comes to distribution? Well, for one, it needs to be constant. You cannot think that posting once on social media is going to do the job. HMM. Your Social Media Life Cycle is like twenty four hours at best. So make sure that you're recycling your posts, everything is evergreen and and think of repurposing as distribution. It's...

...part of your distribution plan. Like let's use what I do for example. I do as I preach and I have a biweekly core content. I will always create two live streams a month, okay, and from there I will create podcasts from each of those episodes and I will create an over arching blog, like a long form blog, that covers those topics. I tries to stay within a theme of month so everything is connected and all the dots are are there. And then from there I'll create one email a week that goes out and then, when Linkedin, newsletter that goes out each week. But all of those things are connected to the two pieces of core content that I created. So repurposing and distribution go hand in hand and recycle it, continue promoting it. It shouldn't ever be put on the back last unless it is a dated content piece. Are you, or even the clients you're working with? How are you guys looking at paid media, maybe sponsored or branded content within this the distribution checklist? Yeah, we are like longer form content. We do paid media, okay, will boost it, will do sponsored posts and have it on another media channel, another publication, and you get a lot of you get a lot of eyes that you wouldn't have normally by posting and other places guest posting. So when you're creating that core content for your own don't discount the fact that guess posting gets you a lot of eyes on and it's people that are more that are likely to buy your service. It's another part of your distribution plan, is guest posting, being a guest on a podcast. It's funny because when I think of repurposing, I feel like I'm coming around to it again, and I'll explain it this way. I feel like if you go back to I might get the year wrong, but like, let's say two thousand and eighteen, Gary V was only talking about like repurposing and like putting your content everywhere, and like there was very much this, just like there was a repurposing movement and then I think there was a movement away from it. If you are with me and you're tracking with me right where it was like, okay, we can't do that, like it got to be like you see the same video everywhere you're in. People started to get a bad taste in their mouths for like repurposing content, and now we're at a point, I would say in two thousand and twenty two, where it's like note, you have to repurpose content, almost the way people thought of twitter back in the day, where it's like one tweet and now it's drowned out. It's like you could easily repurpose that. Do you feel that sort of shift happening again, or how do you think about repurposing? Yeah, back in twenty eight, I think repurposing looked more like a...

...distribution plan. It was repurposing the exact same content across different channels. Like, for example, when I'm posting a live stream on stream yard, it'll go out to youtube, linkedin twitter, etc. That is repurposing, but it's not the kind of repurposing I'm talking about today. Today repurposing looks more like, you know, creating micro content out of out of those videos, cutting them down into three minutes creating blog post from it, audiograms, podcasts, using the content that you created to inspire a real or a ticktock. Like I did a stream yard the other day and I was like, Oh, you know what, this would be good as a real. So I took the outline that I had created for the Stream Yard and repurposed it into a real. It took me like five minutes to do, but the outline was already there. I like it. Are there any sort of unconventional distribution avenues that you're interested in right now or you think people should be aware of? Well, one thing that people aren't doing regularly is the linkedin news letter for be to be. Every single time I post a linkedin news letter, which Linkedin distributes for me, I get an alert from my website traffic boost. HMM, high traffic alert, every single time, and not a lot of people are doing that yet. I always sign up to be a Beta person. I'm always the Beta Tester on platforms, and that's how I ended up getting linkedin newsletter access early and it was it does a great job of distributing the content that I've created. I like that one. What are other things we need to be maybe thinking through. You have a number of things on your checklist that I can even read through it and then maybe stop me when I hit one. We're like, Oh, we should talk about that too. Write. Because well, first let's talk about the first thing. Yeah, do it. So, creating different variations of your social media post and setting them to recycle. MMM, always use a social media automation platform that allows you to recycle your content, because I think, I think it was that I read at point zero zero one percent of your followers see that post the first time you post it. Wow, so why? Why you bother with that? Set it to recycle so it's being pulled up. It's not going to be annoying to her, to your people, because you know it'll come up a week or three months from now. They're not going to remember that you had that post. So use social media automation that recycles. Yeah, what do you use for recycle? And and are you like setting it, letting them choose when to repurpose, or are you going in and deciding when that happens? You can do either one. I just let them choose to I am currently using smarter Q. I've also used me Edgar sendable.

What's the reposter. I think the other one is called but right now I'm using smarter Q. and what platforms is that connected to? Specifically, Sarah, it is connected to Instagram, Linkedin, twitter and facebook. So everything we would need, basically pretty much everything you need. They do pin er ast to if you're doing pinter asked. So, okay, create three variations of social media posts, set them to recycle. We talked about the second one, which was send an email at it to the e newsletter. We talked about, like Linkedin as a newsletter. Right. I think that's an interesting option. HMM, I do one for my group and I do one for linkedin every single week, and newsletters are obviously having a revival. I never thought I would subscribe to one again and I'm subscribed to more than probably I've ever been. So there's that. They're really good. Right now, send an email to influencers mentioned or linked to in the article. This is one that I think is fascinating. Break this one down. Yes, so it's called permissionless marketing, and what you do is, Hey, if you find a great quote from an influencer in your industry, put it in there and let them know that you've mentioned them in the article and they are likely to share it out back link it on their website, and so you get extra distribution hour when you when you mentioned them, and it doesn't take a lot of extra time, like having did interview someone. Our outreach for quotes. It's easy, it is I love that one and I mentioned an author book I was reading recently in one and she was like the first comment on Linkedin and it was. It was so it was like so cool and so random, but it was one of those things too. Are you? You're obviously you're doing them a favor. So there's no. Yeah, it's a good thing for them and it's great for you. Which one? Yeah, exactly. Okay, Great. Yeah, another one. Answer questions and link to the content. That was one that we mentioned earlier. I think that you can do that great in forums. Definitely. You can do that in linkedin comments. Add value, though, add value in the comment and then if you have content that relates, then maybe throw a linkin. Exactly, actually write it out. That's a huge part. Okay, explain this one. Add a google alert on the title. What is that about? Yeah, so on the title of the article that you've created, put a google alert down there, so you could just set it google the the title and you can set it so you'll know whenever it's mentioned or shared right now. So it's more, I guess, less about distribution and more about seeing the distribution power, the effect of it. Yep, I like that. And then boost on social media and consider paid media, which is something that I did mention earlier. Anything that you would round out as we're taking on...

...one thing I say here is it. We want to be all about mindset, right, so like as your thing about a mindset for distribution. Any last things you would say, Sarah, as we kind of start to wrap this up? Yeah, you're not annoying people. The number one thing that I hear from people is I'm worried about annoying my audience or, you know, repelling them instead of attracting them, and you're not. The reason they are your followers is because they want to hear from you. So don't be afraid to distribute the the content that you have. Just make sure that you're adding value and you're teaching something along the way. They want to hear from you, so good and take down. They're not your person exactly. Love it. Well, I learned a lot. In this episode I am thinking through what we're doing around distribution. We're coming out with more episodes than we have in quite a while here at be to be growth, which means more content. Is Complicated, right, because you got to have distribution down, and so this is a constant conversation behind the scenes here at be tob growth and a sweet fish. And so, Sarah, thank you for illuminating a pass forward for us around this topic of distribution today. How do people connect with you and stay connected to what you're doing with tiny marketing? Yes, so you can find me pretty much everywhere at Sarah No whal block my name, and Linkedin is my social media of choice, and I also have a podcast, that tiny marketing show, and I'm on all all the places where you listen to this. You can listen to me too. Wonderful. Well, we're always having insightful conversations just like this here on be tob growth. We're hoping that they help fuel your growth and your innovation. Never miss an episode. Subscribe to be to be growth on whatever platform you're listening to this on and connect with me over on Linkedin. Just search Benji Block. Always talking about marketing, business in life over there. Would love to connect, so keep doing work that matters. Sarah, thank you for being on the show today. Thank you awesome. If you enjoyed a day show, hit subscribe for more marketing goodness. And if you really enjoyed today show, take a second to rate and review the podcast on the platform you're listening to it on right now. If you really really enjoyed this episode, share the love by texting you to a friend who would find it insightful. Thanks for listening and thanks for sharing.

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