SCML 08: A Content Marketing Love Story by Mutual Rescue

My animals and a great love story. Two things I adore. That’s why the short films produced by Mutual Rescue drew me in like a moth to a flame. They tell the stories of humans and the shelter animals they adopt. And they do it in such a beautiful and moving way. In my opinion, these films are content marketing at its very best. And here’s why:

  • At approximately six minutes each, they’re engaging from start to finish
  • They harness the power of storytelling so perfectly
  • They have a clear and meaningful message
  • They accomplish the marketing goal of the organization in such an authentic and effective way

The first of the films was “Eric and Peety.” According to Carol Novello, co-creator of Mutual Rescue and president of Human Society Silicon Valley,  it’s been viewed more than 88 million times since its release in 2016. Here it is:

After seeing this, I knew I had to find out what the thinking and strategy were behind this film and the others Mutual Rescue has produced. And, thanks to Carol Novello, I now know. And you can, too. Listen to the podcast to hear all about it. I hope you’ll be as inspired as I was.

To find out more about Mutual Rescue, connect with the organization here:

Website: http://mutualrescue.org/

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SCML 07: Ending Content Chaos with Laura Creekmore

How can you determine if content marketing is right for your business? And, if it is, where and how do you get started–especially if you have limited resources? These are just a couple of the MANY topics I discuss with Laura Creekmore, owner of Creek Content and a widely-respected expert in all things content marketing. Her agency focuses on ending content chaos–and that’s what she helps us do through the advice and insight she provides in this episode of The Smarter Content Writing Lab.

What You’ll Learn

Laura graciously shared her expertise on SO many interesting topics, including:

  • The missed opportunity of NOT considering content marketing to grow your business
  • How you can learn about content marketing and start doing it without experiencing overwhelm
  • How content marketing can be used to effectively educate your audience about what you’re selling
  • Why content marketing isn’t about “sales with more words”
  • How content marketing can be used to turn you into a trusted advisor in the eyes of your target audience
  • The long-term benefits of a consistent content marketing effort
  • How matching your customers’ problems with your offering or product can help you shift your mindset about selling
  • The importance of being intentional about your content marketing efforts
  • Why you might want to consider bringing part of your personal story into your content marketing

Links to Cool Stuff We Talked About

Some of the following links are  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!

Creek Content: Laura’s agency that focuses on “ending content chaos.”

Follow Laura on Twitter at @lauracreekmore

They Ask. You Answer. A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer by Marcus Sheridan and Krista Kotria

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
by Ann Handley

Also, be sure to connect with me at Michele@smarterwritinglab.com and at The Smarter Writing Lab. I’d love to hear from you!

 

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SCML 06: Winning the Case for Content Marketing with a Law Firm’s Website

What type of content should a law firm’s website contain? That’s what we’ll be looking at in this episode of The Smarter Content Marketing Lab. We’ll look at a law firm’s existing site and explore ways to add new, more dynamic content that will help this firm attract more of it’s ideal clients.

What You’ll Learn

We’ll look at several different areas of the website and discuss the following:

  • How to use the “hero” section of the home page more effectively–including how to make it a stronger navigational element for website visitors
  • The use of video to make an about page come alive
  • How to use a blog (or vlog), webinars, white papers, etc. to establish thought leadership status
  • Using imagery to communicate more clearly about who you are and what you do

Links to Cool Stuff

Here are the links to what was discussed during the show:

The law firm where Nick works

Levenfeld Pearlstein, LLC™: LOVE the videos on this law firm’s “Our Team” page!

Also, be sure to connect with me at Michele@smarterwritinglab.com and at The Smarter Writing Lab. I’d love to hear from you!

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SCML 05: Jon Nastor, Host of the “Hack the Entrepreneur” Podcast

 

If you’ve been thinking about starting a podcast to help build an audience for your business–or even if you haven’t (yet)–then you’ll LOVE this week’s episode of The Smarter Content Marketing Lab! My guest is Jon Naster, host of the incredibly popular Hack the Entrepreneur podcast and co-host of The Showrunner podcast.

What You’ll Learn

Jon talks about a wide array of interesting topics, sharing things like how:

  • He came up with the engaging hook that has helped him EXPLODE the growth of his Hack the Entrepreneur podcast
  • He uses content marketing—including writing for various publications like Entrepreneur—to build his business and scale up his podcast
  • He’s using using content marketing to build trust with his audience and promote sales of his products
  • He balances podcasting and writing and product creation
  • The podcast is the reason he gets to write for such high-profile businesses and publications
  • The podcast has transformed his life
  • You have to be patient and consistent when it comes to building an audience
  • To get clear about the focus and purpose of your podcast before getting started
  • To repurpose content—and why you should do it
  • Entrepreneurs are using podcasts to funnel audiences into their businesses
  • To monetize a podcast directly and indirectly

He also describes the four things that are essential to building a successful podcast.

Links to Cool Stuff

Here are the links to what was discussed during the show:

Hack the Entrepreneur Podcast

The Showrunner Podcast

The 9-Step Beginner’s Guide to Launching a Podcast (FREE at The Showrunner)

The Showrunner Podcasting Course

Recite

Also, be sure to connect with me at Michele@smarterwritinglab.com and at The Smarter Writing Lab. I’d love to hear from you!

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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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