quality content

Creating Effective Quality Content

When it comes to marketing today, there’s a certain idea all digital marketers have to follow. We have to add value before we get the sale.

What does that mean?

Well, for most, it means that we have to educate our potential clients or customers about what it is that we do or make.

In fact, it can take up to 6 to 8 touches before a prospect becomes a buyer.

Typically, those touches take the form of “content”.

Content can take the form of videos, audio, or even text – like this blog. And it’s usually in the form of an educational format.

In this post, we’re going to look at a few places that we can find ideas for good content in 2018 and beyond.

 

Natural Content vs SEO Driven Content

When we’re thinking about creating content that attracts potential customers, we might be tempted to do a number of things. Most of these fall into three types.

Natural Content Creation

The first type is one where the focus is mainly on what our own individual customers or clients want. As a creative entrepreneur, this is something that seems a bit more natural.

The goal of creating this content is usually to retain and educate the clients, audience, or customers you already have.

 

SEO Driven Content Creation

The second type of content is content that is created specifically for what Google (or other search engines) suggest people are searching for.

Knowing this information allows us to create content specifically based on these search terms or “keywords”.

The end goal of this type of content creation to bring in more people into your sphere of influence.

If you’re not familiar with the term SEO, it simply is the acronym for Search Engine Optimization. The idea behind it is that If a particular site has good SEO, the site will rank hire in Google’s search results.

The goal is to appear on the first page of results.

At one point, it was much simpler to understand what would rank a website higher than another in Google. So much so, that if you understood the fairly rudimentary rules, you could start your own solopreneur business or small agency offering it as a service.

In fact, I remember back in 2010, there were several people in my social circle that worked for a couple of startup SEO companies here in Indianapolis.

Today, while SEO still exists and is still useful, it’s getting harder and harder to predict how Google ranks websites. They’re constantly changing what variables make our sites rank higher.

Some of those variables even include traffic on the site, authority of the site, and how quickly the site loads for individuals browsing the site.

 

Hybrid Content Creation

Ideally, since the SEO world has become so hard to predict, the best thing we should do is create content that not only has keywords in it, but also is made to educate your currently existing audience.

The main way to do this is to simply to find out what your audience is asking about, find out what keywords in Google are related to those questions, and then build content based on the results you find.

Doing good SEO work on your site is not the scope of this particular post. However, I have two recommendations for you if you have a WordPress based site.

 

  1. Make sure you have the Yoast SEO Plugin. I personally recommend the premium version because it has some kick butt features (including multiple keywords) and you only have to pay for it once. 
  2. Secondly, when you’re searching for keywords, you can use a free tool within Google Adwords called the Keyword Finder. When you’re searching, there are two columns that everyone should consider. The average monthly volume, and the competition.


Ideally, you want an Average Monthly Volume of 1k – 10k (number of searches a month). If you try anything higher than that, there’s a much higher chance your site won’t be seen in the front of the results. If you use anything less than that, you might be targeting a smaller group of people.

Once you find a keyword that hits that 1k – 10k search sweet spot, then you’ll want to check it’s competition. Ideally, you want a keyword that has low competition. However, from time to time you might have to use a keyword that is marked as a medium. I rarely use those that have high competition.

Here’s a visual of what I’m talking about:

quality content

How to Find Your Audience’s Questions

If you choose to go the natural or hybrid route, you’re creating your content with your audience in mind.

If that’s the case, there are a few places where you can get topic ideas from your audience – directly and indirectly.

  1. Ask them! You can send out a survey to your followers (whether it’s through Messenger, email, or whatever you prefer).
  2. Check out what’s being asked and discussed in Facebook groups or other online forums that are related to your topic. If you think you can go into further detail than what’s covered in the post, go for it. 
  3. See what other thought leaders in your industry are talking about. What are your favorite blogs, podcasts, speakers, and/or authors discussing? They probably have already done the research to find a good topic to discuss. Feel free to add your voice to the conversation!

 

Action Steps

When we’re having to create content on a regular basis for our audiences, we might draw a blank when we’re looking. Once you have an idea of what kind of content type you’re going to be creating (whether it’s natural, SEO focused, or a hybrid of the two), then you just need a spark of inspiration. If anything, this gives you a good excuse to check in with leaders of your industry!

 

patrons only

Patrons Only! – Making Past Seasons of the AoL Podcast “Pay to Listen”

As I mentioned in the last podcast, I’m going to start putting past “seasons” of the podcast behind a Patreon paywall. Don’t worry, I don’t plan to flip the switch until late December… and I’ll only be asking $3/mo to have access. 🙂

It’s a result of a lot of strategic reorganizing I’ve been doing recently.

This week, I’ll be pushing out session 134 with Antonio Smith, and as I said in the last session with Dom Brightmon, it just feels with all that’s going on with New Inceptions and Amplify Indy – I feel like it’s time to actually get over the hurdle of going from strictly FREE to PAID content.

Personally, I feel that $3 is a good number for a monthly patron fee. It surely isn’t going to break the bank, and frankly, one typically can spend more on drive thru food. Since what the show has to offer is comparably more beneficial, I think it’s a fair starting price.

That said, you might be wondering what has taken me so long to pull the trigger on this decision.

Well, I’ve been struggling with what’s called the FREE to PAID hurdle.

This hurdle involves a few questions:

  • How do you make something that starts off free into something you pay for?
  • Will the audience still be there once it goes behind a paywall?
  • What’s the right price point?

In this post, I’ll give you a few of my thoughts after hearing a podcast over Fizzle awhile back.

 

Marketing Plays to Our Buying Habits

When it comes to what we think of the “traditional” offline world of business, NOTHING is free. However, since the mid to late 2000’s, the internet has revolutionized how marketing is done. No longer do we first hear something on a show or commercial on a major network or channel, then determine if we want to buy from there.

Instead, when we hear a name, product, or service we go look to see what’s on the web about said item or person. We look for reviews in Angie’s List. We look to see if they have any other content. Or we go to Amazon to see what others have thought about the item in question.

Usually, the more content this person has out there or the more good reviews they or the product have, the more we pay attention to it.

Eventually, there’s a good change we will buy whatever is being sold.

Podcasts in the past have been a part of this marketing. Inherently we think that most shows are free. But are they?

 

Monetization of Efforts

No content or work is free. It takes resources to produce a good or service. Shows that are on TV are powered by the sponsors of the network through commercials.

Big podcasts are typically sponsored by ads as well.

Heck, even when you look at big channels on YouTube, they’re doing some sort of monetization – even if you can’t tell up front how they’re making an income doing what they do.

When I thought about how I was going to monetize Angles of Lattitude, I originally thought that affiliate marketing was going to be the best way to do it. But as online streaming of podcasts has become more common, we’ve all grown accustomed to skipping past parts of interviews we don’t want to hear – including the pitch at the beginning and end. (For example, I know Lewis Howes and Tim Ferriss usually take 5 minutes to get into their conversations!).

Because I’m not a fan of midrolls, I’ve opted not to use them in the show. Yes, I know they’re the only marketing that people don’t always tune out during podcasts – I just personally don’t care for that jump in the conversation.

So trying to think of an alternative to doing midrolls, I thought about how people on Twitch make their income.

And what I found out is that it typically is done through two ways:

  • A handful of large sponsors or
  • many individuals supporting the show through donations. Many times those donations are through a Patreon or a similar service.

After checking with a sample of listeners, it sounded like that last one was something you guys would prefer. A show for the listener powered by the listeners.

 

Action Steps

So there’s my reasoning for getting my account started on Patreon. Again, when you go on there you’ll see that there’s actually 2 categories of support. The first one is for supporters of the show and the the second is more for partners.

Remember, that I’ll be implementing this change before 2019 rolls around. So make sure you binge on shows older than a year before Christmas. I’ll let everyone know through the show when the official landing page is up.

Also, be sure to check out the post from Fizzle called The Hurdle Between Free and Paid if you’re thinking about making something you now offer for free into something you collect money for.

business podcasts

Jessica Rhodes – Additional Fuel for Your Launch: Leveraging other’s Networks to Appear on Popular Business Podcasts (AoL 129)

If you’re a well known thought leader, getting out a new product, book, service, or course isn’t that difficult to promote. As you’ve climbed to the top of your mountain, there’s a good chance you’ve met plenty of other folks who would love to share time with you about your new product.

Unfortunately, not all of us have gotten to the point where we can just reach out to 50 some podcasts and YouTube channels and have tons of interviews about our new warez.

However, there are folks out there that have a comparable network to those well known thought leaders. Many times they’re publicists, but in this session’s case, we’re talking specifically about being booked as a guest for podcasts!

Jessica Rhodes is the founder of Interview Connections and has been building her business by being the matchmaker for podcasters and expert guests.

In today’s conversation, we talk to Jessica about how this business of hers got off the ground and how she and her team can do the footwork for you in getting your message out.

Enjoy!

SPECIFICALLY, YOU’LL FIND OUT MORE ABOUT:

  • How was Jessica first introduced to the thought leader industry? 9:26
  • When did she realize that she had a specific niche that she was suited for? 14:07
  • Why should people still consider to be on podcasts in 2018 and beyond? 19:12
  • What are some of the habits that Jessica practices that have helped her get to where she’s at today. 24:52
  • How did Jessica develop her team? 34:52
  • What should a thought leader do if they’re launching a new product but don’t have a lot of podcasting friends to help get the word out? 42:10
  • If someone wants to hire a booking agent or publicist, how much should they budget to start working with one? 46:38
  • Are there any milestones that people should have hit in their business before working with Jessica? 51:11
  • What’s going on for Jessica the rest of the year? 53:08
  • What’s a documentary that she recommends people check out? 55:59
  • If she could have dinner with anyone, who would she choose? 56:27
  • What would she do if she was recently told she’d be going back to January 1st, 1990. What would she do when she got there?? 57:44
  • What is one thing she believes all high school students must know? 58:31
  • How can someone be a difference maker in their community? 59:33

Right click here and save-as to download this episode to your computer.

 

ITEMS and PEOPLE MENTIONED IN THIS EPISODE:

SHOW NOTE EXTRAS:

Jessica on how she Wrote her Book

Making a Press Page for Guest Appearances

Qualifying Podcasts Before Making an Appearance as a Guest

Jumping through Hoops, or Working Together?


Thanks for Listening!

Thanks so much for joining us again this week. Have some feedback you’d like to share? Leave a note in the comment section below!

If you enjoyed this episode, please share it using the social media buttons you see at the top of the post.

Also, please leave an honest review for The AoL Podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and we read each and every one of them.

If you have any questions feel free to email them over via the email mentioned in the show or by our contact form.

And finally, don’t forget to subscribe to the show on CastboxiTunesStitcherSoundcloud, and/or Google Play Music. It’s absolutely free to do so.

A huge thank-you to you guys for joining us!

Cheers!

making a podcast

Rob Greenlee: Podcasting for Everyone? – Why It’s Easier than Ever to Start Making a Podcast (AoL 122)

A lot of creatives want to have a podcast. In the past, it took a lot of work to get one off the ground – especially when you’re talking about post production.

However, we’re in 2018 and a lot has changed since the mid 2000’s. Including the introduction and evolution of handheld digital devices – particularly phones and tablets.

In today’s chat with Spreaker’s Rob Greenlee, we reflect on what he had to do early in his career as a podcaster and how that has changed to today.

This is a conversation you don’t want to miss if you are on the fence about starting your own podcast or already have one and want to know where the industry is going.

Enjoy!

SPECIFICALLY, YOU’LL FIND OUT MORE ABOUT:

  • How did Rob first get started in podcasting before the word “podcasting” even existed? 10:05
  • Did he always see himself as “made for radio”? 14:16
  • How has podcasting becoming more accessible been key to it’s development? 16:40
  • What’s some of things podcasters should be aware of in the future of the industry? 22:08
  • Should people be focused on using podcasting as a marketing tool or an actual way to make an income? 26:44
  • What’s the ideal podcast length when getting started? 32:34
  • Is mobile podcasting or live broadcasting something that new folks should try? 36:25
  • Is there any specific equipment that someone would need if they chose to do Live Recording or Broadcasting? 39:16
  • What’s Rob looking forward to in the future? 44:35
  • Who are 3 influencers who’ve helped him to where he’s at today? 47:12
  • What’s something he’s currently learning about? 49:24
  • What’s the smallest decision he’s made that’s had the largest impact on his life? 51:30
  • What’s the meaning of living a life of abundance? 51:58

Right click here and save-as to download this episode to your computer.

 

ITEMS and PEOPLE MENTIONED IN THIS EPISODE:

SHOW NOTE EXTRAS:

Creating Live Broadcasts at School

Booming Business of Podcasting

In an Age of On Demand – Is Live Worth It?

Ask the Podcast Coach Dave Jackson w/ Rob


Thanks for Listening!

Thanks so much for joining us again this week. Have some feedback you’d like to share? Leave a note in the comment section below!

If you enjoyed this episode, please share it using the social media buttons you see at the top of the post.

Also, please leave an honest review for The AoL Podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and we read each and every one of them.

If you have any questions feel free to email them over via the email mentioned in the show or by our contact form.

And finally, don’t forget to subscribe to the show on CastboxiTunesStitcherSoundcloud, and/or Google Play Music. It’s absolutely free to do so.

A huge thank-you to you guys for joining us!

Cheers!

How to be a Good Interviewer

Michael O’Neal – Don’t Make It About Your Podcast Gear! – Learning How to be a Great Interviewer (AoL 119)

When it comes to podcasting, you can get geek out about equipment and marketing tactics all day long. However, what separates the good from the great is, especially when you have an interview based show, is the content.

When you have an interview based show, this means that you should have a good feel for interviewing.

For me, I’ve listened to a number of interviewers styles since I first started: Larry King, Tim Ferriss, Cal Fussman, and Lewis Howes are some of the folks that I’ve tried to emulate.

Another is this session’s guest, Michael O’Neal.

According to Michael, when he first started the Solopreneur Podcast, he wasn’t sure how to help people get better at interviews. It was just something he was naturally good at. But, over time, he’s been able to deconstruct his ability and help hundreds of interviewers get better at their craft.

In this session, we’ll learn about what we can expect from his course as well as some new tips he learned recently at Podfest.

Enjoy!

SPECIFICALLY, YOU’LL FIND OUT MORE ABOUT:

  • How’d Michael end up as a Steelers fan? 9:16
  • What was his experience like being a cohost with Hines Ward? 11:19
  • How’d he realize that he was unemployable? 14:28
  • What was the attraction to podcasting that got Michael started with it? 22:17
  • What’s his process in connecting with influencers and producing the podcast? 25:48
  • Has Michael seen a drop in his Google Analytics since shortening his show notes? What are a few things he learned at
  • Podfest 2018? 28:22
  • What can someone expect from his course “The Art of the Interview”? 32:02
  • Who are three influencers that have helped launch him to where he’s at today? 42:54
  • How does Michael say no to all the opportunities he receives these days? 43:18
  • Something he’s been learning about recently that he’s excited about? 44:44
  • What’s his least favorite social custom? 45:27
  • What’s the secret to achieving personal freedom? 45:45

Right click here and save-as to download this episode to your computer.

 

ITEMS and PEOPLE MENTIONED IN THIS EPISODE:

 

SHOW NOTE EXTRAS:

Michael starts Hand & Foot Combination Practice

Michael on drums at IGNITE 2016

Solopreneur Hour #377 with Pat Flynn

Solopreneur Hour #338 with Hines Ward

Thanks for Listening!

Thanks so much for joining us again this week. Have some feedback you’d like to share? Leave a note in the comment section below!

If you enjoyed this episode, please share it using the social media buttons you see at the top of the post.

Also, please leave an honest review for The AoL Podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and we read each and every one of them.

If you have any questions feel free to email them over via the email mentioned in the show or by our contact form.

And finally, don’t forget to subscribe to the show on iTunesStitcherSoundcloud, and/or Google Play Music. It’s absolutely free to do so.

A huge thank-you to you guys for joining us!

Cheers!

finding purpose

Finding Purpose through Podcasting: How New Meaning was Revealed through a Sportz show with Cole Johnson (AoL 098)

People find their purpose, or as I like to call it – mission, through various ways.

As we’ve heard, some people find that purpose early on in life. Many of those have the help of mentors to find that.

For others, life becomes the mentor and eventually you realize that there has got to be something else.

For Cole Johnson, today’s guest, he realized that he wanted to be a creative later in life. In fact, it wasn’t until his wife started bringing out the creative in him that he decided he needed to have a way to get his voice out there.

And talk about a voice! He knew he could sing – but have a voice for the radio? He didn’t think it was possible.

Today, Cole finds himself at the helm of two podcasts. His original Cole Sportz and his soon to be released Revelations.

In our chat today, we learn how he got here, how Cole Sportz got started, and some tips for beginner podcasters.

Thanks for listening, and enjoy the show!

SPECIFICALLY, YOU’LL FIND OUT MORE ABOUT:

  • What was Cole’s time in the military like? 11:39
  • How did he get into media? 15:08
  • When did Cole know it was time to do his own thing? 21:50
  • How does it work when you have two creatives married to each other? 25:44
  • What are some of the struggles that Cole has gone through getting his show off the ground? 28:54
  • What’s Cole Sportz experience like and has he been able to leverage living in Nashville? 33:20
  • What are some of things that really grinds Cole’s gears with new podcasters? 45:38
  • What’s he looking forward to working on in the not-to distant future? 1:00:47
  • What are three influencers that have launched him to where he’s at today? 1:06:56
  • What’s an issue that people aren’t talking about enough today? 1:09:38
  • What is something he believed as a 30 year old and now doesn’t? 1:16:17
  • What’s it mean to lhave a life of abundance? 1:19:34
  • … and MUCH more!

Right click here and save-as to download this episode to your computer.

ITEMS and PEOPLE MENTIONED IN THIS EPISODE:

SHOW NOTE EXTRAS:

THE GAP by Ira Glass (from Daniel Sax):

Drew, Cole, and CJ on The Haver

Cole Johnson on Kwame’s Show:

Check Your Ego at the Door with Scott and Cole:

finding purpose


Thanks for Listening!

Thanks so much for joining us again this week. Have some feedback you’d like to share? Leave a note in the comment section below!

If you enjoyed this episode, please share it using the social media buttons you see at the top of the post.

Also, please leave an honest review for The AoL Podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and we read each and every one of them.

If you have any questions feel free to email them over via the email mentioned in the show or by our contact form.

And finally, don’t forget to subscribe to the show on iTunesStitcherSoundcloud, and/or Google Play Music. It’s absolutely free to do so.

A huge thank-you to you guys for joining us!

Cheers!

performance coaching

Marc Mawhinney – Performance Coaching for Coaches – Learning How to Make a Living as an Online Coach (AoL 091)

They say that any good professional coach is going to have their own coach. The reasoning why is that iron sharpens iron and it’s good to have that  accountability of growth. This is especially true if you’re working directly with helping other people grow.

I learned of this when I was first getting into the John Maxwell Team back in 2011. As I look back now, we were lucky enough to have a coaching mentorship program.

There’s other large names that provide this service as well. For example, co-host Clay Green is a Certified High Performance Coach through Brendon Burchard. BUT – the thing with with that is that you have to have gone through High Performance Academy to be part of that.

To be frank, I hadn’t actually met anyone that specifically was helping other current coaches get better at just coaching.

That’s where today’s guest, Marc Mawhinney, is really starting to make a name for himself as being a coach’s coach.

Having started his newest business, Natural Born Coaches, he has amassed a heck of a following on Facebook with over 6000 people adding themselves to his group in a short couple of years.

Besides having a great niche to work in himself, Marc is also the host of a podcast where he brings on other folks who can help coaches get better at their craft too.

In our conversation today with Marc, Al and I discover how he ended up doing this work in the first place, what he really helps other coaches with, and some nuts and bolts about how he’s built his business including his Facebook group.

If you’re wanting to be a successful coach in a particular field, then Marc is a great guy to know.

Thanks for listening, and enjoy the show!

SPECIFICALLY, YOU’LL FIND OUT MORE ABOUT:

  • How’d Marc get started in Real Estate? 8:28
  • How did Marc make the transition from real estate to coaching? 12:50
  • What does Marc help his clients with? 15:51
  • What kind of things does his programs specialize in? 18:51
  • Why does Marc send daily emails to his list and believe it’s ok to do so? 20:46
  • Where does he get the inspiration for the content he shares in his group and his emails on a daily basis? 23:52
  • What’s some keys in starting a good Facebook group? 28:52
  • Did Marc have any influences in how he built his group? 32:27
  • Why did he personally opt to go with a podcast instead of doing videos on YouTube? 34:03
  • What are some of the cornerstones that a successful coach uses to build their business? 39:53
  • Three teachers who have helped Marc get where he’s at. 43:25
  • Hardest thing that he’s ever had to say no to? 44:13
  • What’s something that isn’t as bad as he thought it’d be? 44:51
  • What’s a service which doesn’t exist he’d gladly pay for? 45:28
  • What’s it mean to live a life of abundance? 46:03
  • … and MUCH more!

Right click here and save-as to download this episode to your computer.

ITEMS and PEOPLE MENTIONED IN THIS EPISODE:

SHOW NOTE EXTRAS:

Lesson from Matthew McConaughey:

Testimonials for Marc’s “Your First 5 Clients” Program:

Marc on Growing a Coaching Business through Online Courses:

Vanessa Talbot’s Q&A session with Marc:

performance coaching performance coaching performance coaching performance coaching


Thanks for Listening!

Thanks so much for joining us again this week. Have some feedback you’d like to share? Leave a note in the comment section below!

If you enjoyed this episode, please share it using the social media buttons you see at the top of the post.

Also, please leave an honest review for The AoL Podcast on iTunes! Ratings and reviews are extremely helpful and greatly appreciated! They do matter in the rankings of the show, and we read each and every one of them.

If you have any questions feel free to email them over via the email mentioned in the show or by our contact form.

And finally, don’t forget to subscribe to the show on iTunesStitcherSoundcloud, and/or Google Play Music. It’s absolutely free to do so.

A huge thank-you to you guys for joining us!

Cheers!