From Transactional Copy to Transformational Content w/ Rita Richa


In this Episode, Benji sits down with Rita Richa, producer at Sweet Fish to break down the much-needed move away from transactional copy.

If you find your copy feeling stale, robotic, or just plain boring Rita provides the spice you need to find your voice and start producing transformational content. We discuss several strategies for better writing in this episode including the F.I.R.E acronym that we use here at Sweet Fish. To read the full blog about F.I.R.E, click here.

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Welcome in to be to be growth. I'm your host Benji Block today. We're joined by Rita Rita, she's a producer here at sweet fish rita thanks so much for joining us on B two B growth today. Thank you so much for having me, Benji, I'm very excited to be here. Absolutely, so we're about to jump in but Rita just give us like a 32nd, like I say a twitter length bio, what's a couple of really important things maybe don't know about you, A couple important things to know about me. I am a huge fan of podcasting and content. I have been working at sweet fish media as a producer for just about two years. It will be now running at least 10 shows regarding view to be production and content and all of that. So coming here with just the behind the scenes viewpoint of some of the podcasts that you all produce and and our or hope produce and because of that passion, I am known around here as a little bit of a Disney nerd Disney clean you could say. So I do have my own personal podcast called Deputy Poppa Business just for fun and I guess that's the full rounded picture of who I am and what I do. Well, we're so glad to have you on the show. I love the Disney fashion, it's great, you're on me to be growth, this is kind of what what led me to ask for you to be on the show. Okay, so I'm scrolling through linkedin the other day I come across this post that you shared and have to say I immediately feel the pain point that you were kind of discussing and driving at and it's around how B. Two B brands right copy and how they kind of interact. So layout for us three to like what you see in the frustration that you were addressing in that post. Yeah. So what I'm seeing, especially as someone who is producing the content for these episodes day today is that we're having great conversations regarding the topic and the core of what needs to be discussed. But in relating to each other, the people or the copy is not feeling very human, it feels very transactional and what we're learning right now, it's sweet fish. A lot of is how based on J. A Kenzo's philosophy, he's the host of unthinkable is how to turn our content from just transactional to transformational and that's something he really emphasizes and in order to do that it has to be human. We can't transform or impact people if we're speaking to just the data points or the facts of the conversation. So the pain point is okay, we're making great content in regards to the topic. We're feeling like it's just a tad robotic though. How do we make it more human? Yeah, you pointed out we need to stop being sales e scripted, robotic and just plain boring and I think no one ever wants to be any of those four things. Really right? But it's so easy to kind of start to fall into one of...

...those. Why do you think that is? Why do you think that we so often can, can fall prey to being sales, the scripted robotic or just plain boring? I think first of all just a very much clarify, just plain boring because I don't want to be rude. It's just thinking about the context of your audience and your listener though, how many podcasts or blogs or videos out there exist that are talking about the same exact thing that you are talking about. So maybe the content is fun and new and fresh to you and the way that you discuss it internally or with your immediate peers, but it's the same to someone who's consuming this kind of content consistently on the outside. So another aspect of why we want to bring in that humanity and we'll get into that in just a second, is to make it unique because when you are yourself, you are bringing in your voice in addition to your brand's voice and either the product or service that you're providing, that kind of trifecta is what's going to be so unique and relatable to people because you are you, there is no other person like you out there and that those ideas and perspectives that you infuse into that content are what's going to set it apart from the chose or whatever else that's out there and what I mean by that is usually in these conversations were very good at explaining the problem that you are trying to solve within your world, like, as a marketer, you were always trying to solve the problem whatever that may be in your space, but sometimes we forget to relate to that problem too, whoever ideal ideal buyers are, or just our listeners or consumers of that content, so trying to relay a story into what you're talking about is so important and you kind of sometimes have to find the story, it's not always just going to be there right in front of you, like, especially if you're selling something like, I don't know, sas if you're in the SAS space and there's a software and you know, you're creating pivot tables and you're in tableau, I don't know, that's not what I'm a fan of what I know of personally, but what I know is that any time you use any of those things in that space, there's always going to be a story because you're working with other people and that's the thing would be to be someone's having success because of what you're doing and finding that is so important. Exactly. So those customer success stories are easy wins for infusing that into your content, but doing it in a way that's not overly pompous, like we sold 3000, blah, blah, blah and last year because of our amazing, blah, blah, blah, like more so that it's just bringing it to like, okay, let me talk to my customer success team. Let me see if there was a situation that we were able to really like solve or we impacted somebody in some way because of the service that we're providing.

And you can infuse that story into the content that you're creating. You know, what's interesting about that Teresa is when you think of success stories in the B two B space and I've seen this on linked in quite a bit. People will share a graphic with a quote from a customer and that's what they think a customer success stories, which that's a great start. But if you imagine how you could take that content to the next level by expanding on that quote or taking it beyond. Like there's such a difference between a testimonial and customer success story where you could make it longer and really go into detail so that people connect emotionally. Right. Right. And interactive to. That's the biggest thing. It's like, what we can't, we have done once before here at Sweet Fish is we ask for permission of the customer, are you comfortable going on a video or recording this message so that we can include it in our content, it doesn't have to exist separate from the content. I think that's where those kind of stories don't really hit the mark. It's just something that's kind of thrown out there as a look at me. But it could be included into any kind of educational content that you have as a piece of that. So it's a part of that fuller puzzle. And then another thing that's even more impactful, I think then the success stories is the vulnerability, like showing transparency and honesty in your content marketing, especially when it comes to your failures or your mistakes, like the vulnerable real stuff is what's going to have a different kind of impact because everyone drones on about their winds, but more rare is it to see the behind the scenes of how they got there or the moments that maybe they didn't land that award or meet that quota that quarter and what they did to fix it and how they fixed it and what they did to improve. That maybe lead to success later on moving forward because the more you open up as an individual, the more people see you as human and naturally will relate to that content and ultimately end up just respecting you. You know, it's widely known in business that in order to land those deals or make those connections, you have to your consumers, your ideal buyer or whoever it is, they have to know like and trust you, right? So at the end of the day, if I'm a human, I naturally subconsciously, I want to know how I can relate to your brand, but also to you as a person, I want to know what makes your product or your service is worthy of my attention and I may not be thinking all those things, but if I see a way that, you know someone that's big and successful, I didn't do the thing that they thought they were going to do, but they came back from it and the story behind that, I'm going to naturally relate to that and trust that that person isn't proclaiming themselves the Almighty, all knowing perfect, but just another human in the space that I can relate to and maybe want to do business with later down the line, the more I ingest...

...and consume that content and follow them. Hey, everybody Logan with sweet fish here. If you've been listening to the show for a while, you know, we're big proponents of putting out original organic content on linkedin. But one thing that's always been a struggle for a team like ours is to easily track the reach of that linkedin content. That's why I was really excited when I heard about Shield the other day from a connection on, you guessed it linked in since our team started using Shield. I've loved how it's led us easily track and analyze the performance of our linkedin content without having to manually log it ourselves. It automatically creates reports and generate some dashboards that are incredibly useful to see things like what contents been performing the best and what days of the week are we getting the most engagement and aren't average views proposed. I'd highly suggest you guys check out this tool. If you're putting out content on linked in and if you're not, you should be. It's been a game changer for us. If you go to shield app dot Ai and check out the 10 day free trial, you can even use our promo code B two B growth to get a 25% discount again, that's shield app dot Ai. And that promo code is be the number two be growth all one word. All right, let's get back to the show. It's funny how, you know, B two B brands try to talk to B two B brands and that's how it becomes robotic because it's a business trying to talk to a business when it's a person talking to a person, it changes the dynamic of the conversation and it lends itself better to conversation. And that's something I really liked that. We were talking about this offline, we're talking about the conversational side where we need to be interacting once. Maybe it's a story, a story that's posted or whatever content we posted. Some of the best content is actually going to happen right in the comment section, the conversations that happen as that content gets pushed out. Yeah, right. And to relate to that point even further on one of the posts that I have created on linkedin, I did have a wonderful comment from someone um her name is Lauren Garforth and she's kind of cool, I kinda want to be her friend, she has pink hair, and her tagline says, just a creative storyteller working in a treehouse, and that's a segment for another day. I want to know about this treehouse, but either way she said that when she writes for the brand that she works for, she thinks about how she would explain that content to a friend, like she said, what I love about this approach is one some of my weirdest but best writing comes out in this way into it's almost therapeutic for me, I'm getting to be authentic in my writing and that's cathartic, and that adds another layer of human. So yes, it's cool to be able to think like, okay, I've created this piece, whatever it is, is it relatable? Like this is the way that I would express this to my friend, but if that's too far fetched, because I know I talked to my friends very...

...differently than I talked to my colleagues in the business space. Picture your content as if you were sitting at a table at a networking event and you're turning around to someone at that space, you're all grouped by tables based on your expertise, your knowledge, and you're all very excited to be there and share and collaborate on that knowledge is what I created tangible and easy enough to relate to that person, that casual business networking, like, bonding setting, and if it is then that's great because your content is going to encourage that natural interaction and engagement, which is so important because that's the other aspect to this human content creation don't just create content to create content. We've all heard that before. You have to remember to interact and collaborate with the people who respond to that content so that you can start to build the community and those human friendships that it takes to know, like and trust you and ultimately your brand. Yeah, I'm imagining like, your friend or your at this networking event, you're like pulling out graphs on your phone and you're like trying to show them, you know, I mean like what we might typically imagine, like it just wouldn't work right because people's eyes would glaze over there. Like this isn't the way that humans really interact, but we all get so obsessed with like our graph that proves our point about our product. And so I think it's such a helpful question. It might not be the end all be all question, but it is a good filter to run something through. Is this a way that I would talk to another person? Is this the way I would talk to a friend or someone in in my business space because that it makes it more relatable. Absolutely. We also have this acronym here around sweet fish that is extremely helpful that I wanted to bring us back to in this episode as we're talking about content creation because we want to make this as practical as possible for you like when you leave and you have to go back to writing your copy. What are the filters you run through? Here's an easy one. It's the fire acronym. We've talked about this maybe a couple times on the podcast in the past, but fire stands for fun, informative, relevant and extensive. Have you used this rita? And how do you see this being extremely beneficial to our listeners? Yeah. So initially we have this idea of sweet fish a while ago that we wanted to create fire content and at first it was this cringing, millennial fluff of the sense of the term like fire content and that's and that's just in and of itself an example of how we to break down. Well, what does that mean for our brand? Right in our space? So we use it in this is a checkpoint. Like you just said as a filter, like you can't just put out content and put it out without editing it. Everyone knows that you need checkpoints and filters to make sure that it's going to perform the way or reach people in the way that you...

...want. So it starts with fun. Right, relax people. We're not trying to solve world hunger or be rocket scientists here with the topics that we're discussing just because you're talking about like your go to market strategies or cloud transformation and the tech infrastructure. It doesn't mean that it can't be witty and a little fun. And what I mean by that is relax on your language, provide visual aids, provide those stories where a casual outfit. If you're in a video, like you don't have to be so buttoned up, there's very small ways to do that. And here's something else that's kind of a pet peeve for me when you share these images for the love of God, stop using stock photos of people that represent the people in your company or your brand. It was your people that is if you don't do anything in this episode, if you stop using images that represent your people and start using your people were going to relate to it more because we know it's real people see through stock images. People see through it. I know exactly the same. Five stock images and you marketers out there, we know you're on pixels or up splash or whatever. Using the same five stock images, like use your people don't be shy, be fun, have fun with it. You know, and I think another thing is the informative aspect, right? So informative. Yes. Have fun, throw on the bells and whistles, but at the end of the day you need to provide details in your content that has educational value. Something that what we call at sea fish and actionable takeaway content that someone can implement that day and James are ceo at Sweet Fish says this best. He says to him, actionable content is something that you can either start doing or stop doing that day. Like when you can take it away and be like, oh she told me I need to stop using stock photos, maybe I should stop doing that right? So informative and the sense of like provide the details, give the value out in the education, but keep it concise and to the point relevant relevant, we're in the are of the fire, my favorite letter because it's in my name, this is the point that most B two B marketers really are find that doing. They have no issue with relevancy because this is where we want to make sure the message is clear and concise and what they would be searching for and the S. E. O. World of things, you know, making sure that you have those tools and topics that are aligning with your essay, Oh strategy or your search keywords and we don't need to go too much into that now. But it's still important as a part of your fire checklist in your content analysis to determine whether or not you're creating the content that's going to hit the mark. And then lastly extensive in our father acronym, make sure you ask those hard or deep questions that maybe people are afraid to like and if...'re not able to in a podcast setting because you're just not doing that right now try to imagine what those questions might be and let your copy and content provide those answers for you. So for example, like maybe this is going to be vague but covid really hard for a lot of people as we know, and there was a lot of questions that people were afraid to ask in that kind of content sense be that voice and that human element that's going to answer questions that relate to what you're doing in your industry, things that are happening in the world. You know, that's another part of the relevancy here is you have to be able to read the room online, like don't post content that is completely insensitive to what's happening in the world, relate to it, provide the value, be extensive in it. And it's going to just really hit the mark and hot dang if you marked down and filtered through this list and got everything you are for sure. Going to create fun, informative, relevant and extensive content each time it will always be fire and not just in the corny sense of the term rita for you, when you look at this list of these four, which one comes easiest to you and which one do you have to work the hardest to make sure that it is in your content. Honestly, fun comes the easiest to me because I'm just someone that is very creative and tries to like find the fun and things where I find difficulty personally and other people might find difficulty is the extensive aspect of us going in deeper than surface level and it takes a certain kind of expert, you whoever is listening in your space to be able to get to that level for your content. And when we talk about extensive, I think you can go very niche, like that's okay, but when you're personable and your niche, that's where it connects better. Otherwise, Absolutely, when we talk robotic, I think that's where the robotic voice starts to come from is you're kind of talking in a niche that only you know about and you're not running it through a more personable filter. So just something to be thinking about rita anything else. I know you talked as we wrap up here, you gave this challenge that we should be fresh, fun, unique and personable. Anything else you would say sort of on this as we start to wrap up just another tip if all of this is overwhelming because it's a lot of information, something that we didn't sweet fish with our fire acronym is we created a checklist. So on every piece of content that we created, we had our writers or anyone that collaborated on that content go through that checklist to see if it aligns and then at the beginning of that checklist, make sure you have either your mission or your brand statement at the top because none of these things will hit or create the impact that you wanted to if it's not going to speak to the heart of your brand. So if you're having difficulty in creating the fun content, throwing...

...on the bells and whistles, sit down and reflect what is the heart of my brand? What am I really trying to do? Go down deeper and then use all of these tools to further that initiative or goal that you have with your brand. Here's what I'm taking away from my conversation. We read it today, work to focus on and develop stories. That is a good place to start interact with and have as much conversation as possible in the comments, have the back and forth. Ask yourself, how would I explain this to a friend or someone at a networking event And then finally, if you can run through this fire acronym, fun informative, relevant and extensive. It's going to take your content to the next level and we'll have a link in the show notes so you can see more about that fire acronym as well. I'm sure there's listeners rita that are going to want to connect with you get in touch maybe follow you on linkedin. How can people best connect Yeah, Following me on linkedin would be the best my name is Rita Risha. I have my fun sweet fish logo on everything, so you will not miss me with our brand colors Forster and if you want to message me or just chat at any time, I'm more than happy to connect with you. Thanks again for being on B two B growth and uh that was rita one of our producers here on sweet fish. We're always having insightful conversations here on B two B growth that helped fuel growth and innovation. So never miss an episode. You can subscribe to the show on your favorite subscription service, connect with me on linkedin, Benji bach and keep doing work that matters. We'll talk to you soon. Yeah. Gary V says it all the time and we agree every company should think of themselves as a media company first, then whatever it is they actually do. If you know this is true, but your team is already maxed out and you can't produce any more content in house. We can help, we produce podcasts for some of the most innovative BB brands in the world and we also help them turn the content from the podcast and the blog posts, micro videos and slide decks that work really well on linkedin. If you want to learn more, go to sweet fish media dot com slash launch or email Logan at sweet fish media dot com.

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