SCML 04: Melissa Eggleston of The Zombie Business Cure

In this freakin’ AWESOME episode of The Smarter Content Marketing Lab Podcast, Melissa Eggleston joins me in the lab. She’s the co-author of a new book called The Zombie Business Cure: How to Refocus Your Company’s Identity for More Authentic Communication.  (Cool name, huh?) Think of it as a self-help book for your business.

Cool Things You’ll Learn

In the episode, Melissa provides TONS of great–and actionable–info about content marketing and business identity. You’ll learn:

  • What website user experience (aka UX) is and why it’s important
  • Where the book title—The Zombie Business Cure—came from
  • The difference between a zombie-like business and one that’s truly human-centered
  • How to determine if YOU might have a “zombie” business
  • The difference between a business identity vs. a brand identity
  • Why you need a strong business identity in order to attract more of the right customers
  • Why the word “brand” can have a negative connotation among consumers
  • How business identity can impact content development for your business
  • The danger of jumping into tactics before understanding what your core business values are
  • How the relationship between consumers and businesses is a lot like dating
  • Why you shouldn’t be afraid of restricting your customer base by highlighting the uniqueness of your business
  • How a business can become much more human by embracing mistakes
  • How to build your own business identity

We cover a LOT of REALLY interesting topics that you don’t want to miss. So, go ahead and dive in!

Things, People and Places We Talk About (and that You Might Like!)

Some of the following links might be affiliate links. By using them, you don’t pay a penny extra. But I get a very small–yet HUGELY appreciated–payment that helps keep this podcast going!

Don’t Miss a Single Episode of The Smarter Content Writing Lab Podcast!

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Kevin Appleby: Building a Consulting Biz with Content Marketing

In this episode of The Smarter Content Marketing Lab, we go to the lab to look at the website and content marketing for Kevin Appleby’s business–Appleby Consulting. We also take a look at Neil Patel’s post, 8 Content Marketing Tricks That Helped Dollar Shave Club Go Viral.

As always, drop me a line at michele@smarterwritinglab.com and visit me at The Smarter Writing Lab to learn more about how to write better to go further with your business.

FYI–Since this episode was recorded, Kevin contacted me and let me know that he’s in the process of making some fantastic changes that will optimize his main site–Applebyconsulting.co.uk.

 

PJ Aguilar: How The Yoga Biz Coach Uses Content Marketing to Position Herself for Success

In this episode, I talk about how to use content marketing to bring value to our current and potential customers. Because if we don’t do that, what’s the point–right? And I also take a look at what Yoga Biz Coach PJ Aguilar is doing with content marketing. (HINT: She’s ROCKIN’ it!!)

Here are the sites and resources mentioned in the podcast:

www.YogaBizCoach.com

The 30 Elements of Consumer Value (article from the Harvard Business Review)

The Copywriting Crash Course 

Shoot me an email at michele@smarterwritinglab.com and let me know what’s going on in your world.

And, as always, be sure to join me over at The Smarter Writing Lab for more info about writing smarter so you can go further!

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Gareth Naylor: Painting a Brighter Future with Content Marketing

In this inaugural episode of The Smarter Content Marketing Lab Podcast, we’ll look at watercolor artist’s  Gareth Naylor’s website and give him some tips about how he can improve its content and maximize that content to help him accomplish his business goals.

I talk about specific things, including the site’s:

Home page structure

Lead magnet

About page

Blog

Gallery

I also provide some tips about ways to get the word out about the great work he’s doing.

 

Episode Takeaways

  1. Be sure your home page makes what your business is all about COMPLETELY CLEAR! Site visitors won’t work to figure out what you do or why they should care.
  2. Create a compelling about page–because this is often where people make the decision about whether to do business with you. But don’t just talk about you, you, you. Show how what you offer will positively impact your customers’ lives.
  3. If you’re selling something, make it easy for people to complete the purchasing process. And include interesting descriptions about products so that potential buyers will understand the value they deliver.
  4. Build your email list! Develop a lead magnet that provides enough value that people will want to give you their email address in order to get it.
  5. If you’re going to blog, then blog about things that captivate your audience’s attention And then PROMOTE YOUR POSTS. Push them out through social media and other venues so that people will find your content.

If you like this podcast, AWESOME! Be sure to check out more great content marketing tips and info at The Smarter Writing Lab!

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