The Know Like & Trust Show with Britney Gardner: Authentic Automated Marketing Britney Gardner: Marketing Strategist

Lauren Wood is a website expert and certified master marketer specializing in getting her clients seen and noticed online. She and host Britney Gardner discussed how to boost SEO in little areas, leading to a conversation about Omnichannel SEO. Understanding it is key to helping businesses transition from a brochure-style website to one that builds trust and moves customers through the buyer’s journey.







To do this, Lauren suggested taking existing work and placing it in effective locations, while also providing quick and easy answers to people’s questions. She also emphasized the importance of repurposing content to various platforms, calling out the need to balance providing a brief summary of a topic while still providing a subtle call to action. With this, Lauren is helping businesses get seen and noticed in the digital age.







You will learn the secrets to successful omnichannel SEO and how to skyrocket your brand’s visibility!







Content doesn’t have to exist in a vacuum or in silo, as a business person might say. It exists all around us and the more we weave our ideas through it in various different forms, the better results we’re going to get. – Lauren WoodClick To Tweet









My focus with my clients when I give them web designs is not like, here’s your beautiful website. It’s, how do I drive traffic to my website, and how do I get myself noticed? – Lauren WoodClick To Tweet













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Highlights in this episode:









* [00:01:30] Guest intro: Lauren Wood, a website expert and certified Master marketer







* [00:02:10] How can you boost up your SEO a little bit in little areas? 

Struggling to keep up with the grueling content creation process, a savvy online business owner turns to Evergreen Content Marketing in an effort to build trust and authority with their audience, while freeing up time to actually live their life.







“Evergreen content marketing is often confused with content marketing. So we’re going to talk about the difference between the two of them. While content marketing focuses on publishing new content frequently and strategically promoting it via social media platforms, evergreen content marketing focuses on producing quality content that will stand the test of time.”







Here’s what I cover:









* What is evergreen content marketing–and what are the benefits of using it?







* How can you identify evergreen content ideas that are going to serve you and your audience?







* How can you combine evergreen content with good keyword optimization techniques to help your website rank higher on search engines?

























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Highlights in this episode:







[00:00:06] We’re going to be talking about evergreen content marketing







[00:02:14] Evergreen content is content that always feels fresh and is always relevant. 







[00:03:42] Freshening up old ideas is important.







[00:04:48] There’s a time and a place for content that has a more limited shelf life. 







[00:05:54] You really need to nail your foundational brandscaping to truly know what content is going to be evergreen for your audience. 







[00:08:15] Make it easy for your audience to navigate through a content bucket by linking.







[00:09:29] How do you know if your content is good enough for your evergreen plan? There are five tests.







[00:12:15] When you combine Evergreen Content with good keyword optimization techniques, it can help your website rank higher on search engines. 







[00:15:32] Brainstorming topics for your evergreen content.







[00:16:11] 7 examples of evergreen content you can include on your site today.







[00:17:57] By following the Sticky content principles, you can write content that is easy to read and keeps readers coming back for more.















Everything You Need to Know About Evergreen Content Marketing







Evergreen content is content that always feels fresh and is always relevant. It doesn’t have a specific shelf life or a deadline to be read. Instead,

Jeremy Enns was unsure if anyone was actually reading his newsletters and if it was making any impact. After subscribing to 100 newsletters and producing 500 podcast episodes, he realized that if he wanted to build trust with his audience, he needed to commit to creating consistent content. With multiple years of creating content, Jeremy was able to build trust and saw success in his content ecosystem. Through his hard work, he has proven that consistency and commitment to creating good content are key to building trust with an audience.







Here’s what Jeremy Enns and I cover:









* Good nurture content allows us a window into the hearts and minds of the creator.







* What to expect from a long content strategy–and what not to expect.







* The role of consistency and when you really, truly can own your expertise. 









Jeremy Enns is the creator of Podcast Marketing Academy, where he teaches brands and creators to hit their next growth milestones with detailed step by step marketing playbooks. He also writes the Scrappy Podcasting newsletter, sharing short actionable ideas around how underdog shows can punch above their weight.











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Highlights in this episode:









* [00:02:58] The Holy Grail for newsletter writers–and all content creators







* [00:06:16] Podcasting builds up that relational aspect that you cannot get from a social media post. 







* [00:08:57] A podcast (or any long-form content) feels like a more generous offering than an ad-driven lead magnet.







* [00:15:35] Jeremy’s launch vs nurture content life cycle







* [00:19:59] Consistency matters a lot more than frequency.







* [00:20:56] When you have a proven track record, people see that.







* [00:24:46] How to cover the breadth and full body of work you can offer: the inflection point.







* [00:27:26] How to lower the pressure that we all feel like we need to have it figured out now.







* [00:30:13] Being in this for the long haul. How you put it all together really becomes who you are, and that’s a pretty dang cool legacy.























Quotables:







Podcasting allows us a real and authentic window into the minds, hearts and souls of our favorite hosts. – Jeremy Ennsa href='https://twitter.com/share?text=Podcasting+allows+us+a+real+and+authentic+window+into+the+minds...

Throwing content spaghetti on the wall–and hoping it sticks–is not a strategic content plan. Discover the secret to getting maximum ROI from your content with strategic content planning–a must for visionary CEOs and established, sophisticated online businesses.







Strategic Content Planning is the opposite of “spray and pray” content marketing, and involves having a clear plan and specific goals in place to achieve business and marketing objectives. Creating content that builds upon foundational brandscaping is essential, and content should be distributed in an intentional way on the right platforms to ensure the right people see it. Content should also take people on a journey and overcome buyer hesitancy by giving them a new perspective or a quick win. 







In this episode, you will learn the following: 









* Discover the alternative to “throwing content spaghetti on the wall” and learn how to strategically plan your content. 







* Uncover the secrets to creating content marketing that works, and learn how to ensure you get the most ROI from your content.







* Find out how to build trust with your audience over time, and discover how to overcome buyer hesitancy.













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Highlights in this episode:







[00:01:11] Content strategy is often misunderstood as a plan for writing content. 







[00:03:38] The key is having a clear plan and specific goals you want to achieve.







[00:04:50] Getting to the “execution with ease” stage of digital marketing means embracing strategy. Strategic content is like the secret sauce that brings together all your content marketing efforts.







[00:06:07] Before you start churning out content, it’s important to do some foundational brandscaping. 







[00:09:31] Pro tip for creating content marketing that actually works. 







[00:10:41] How are you going to distribute your information? What content formats will you focus on? 







[00:13:42] The third leg of the triangle is choosing content topics that are impactful.







[00:15:05] There’s two tests I like to put content through to make sure that they’re doing this.







[00:18:10] I have a free template available for you over in my show notes. It’s intentionally simple.







[00:19:21] The four questions every content strategy should answer

Get ready to embrace your uniqueness, because in this episode, a content marketing expert spills the ironic beans that entrepreneurs must show up authentically and use their unique voice to build a sustainable business that transcends the fleeting success of “viral” content.







“You have to make sure that you’re using content as a filter. Good content will turn off more people than it turns on. It’s a filter. It is a freaking obstacle course for the people who don’t get you. But your people will get it, and the rest will move on so you can serve your people better.”







Here’s what I cover:









* Why content marketing? There are a LOT of other tactics other there, right?







* What are the steps to organizing a long-term content marketing strategy that sets you up for sustainable success? 







* Master the art of using content as a filter to attract the right customers while repelling the not-so-great ones.





















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Highlights in this episode:







[00:00:32] The viral content type of content rarely leads to business success. Content marketing isn’t a short game; it’s a slow burn.







[00:01:28] Beyonce now has more Grammys than anyone else. But she still hasn’t ever won best record of the year. 







[00:03:45] There are three steps to organizing a long-term content marketing strategy.







[00:05:01] Content marketing helps you stand out from your competition. It allows you to establish your unique voice and share your story with a wider audience. 







[00:07:45] Being on social media is going to be part of a visibility strategy.







[00:10:18] The reality of a course business is you have to keep growing your audience to continue serving more people. Your marketing plan has to make allowances for losing audience members.







[00:13:47] Content marketing takes time.





















Moving Beyond Virality + Short-Term Success: You Have To Show Up







Viral content seems to be the holy grail if you follow the Instagram or TikTok crowd. It gives you a whole lotta good feels, right! People like you! But this type of content rarely leads to business success–some of my most-viral content not only didn’t result in a single lead, it actually detracted from my marketing message. Your marketing efforts have to consider the long-term impact of your content if you want to set yourself up for long-term success.

Be the expert in your specialized niche and become a thought leader with Natalie’s tried-and-true business models.







“When you specialize your niche and narrow down, we need to be repelling a whole lot of people. When you start attracting your ideal client, everything becomes easier, and it makes you extremely referable because you are the person that does that.”







Natalie Eckdahl helps consultants, marketers, and financial professionals build an enduring business through her long-standing podcast, Biz Chicks, and her group coaching program and courses.







In this episode, you will learn the following: 









* What is the difference between specializing and niching in business? 







* How can entrepreneurs trust their intuition when determining their business model? 







* How can entrepreneurs build a business in the agency model for freedom and profit?

























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Highlights in this episode:







[00:02:20] Today we’ll talk about the difference between specializing and Niching.







[00:03:31] What’s the difference between specializing in niche and just choosing what you want to be known for?







[00:05:49] When you specialize or niche or combine the two, you start to become an expert in what you’re talking about. That is when you attract people to you through your thought leadership.







[00:11:54] When it comes to knowing where your people are, it’s so key. The more you narrow your business, the more you get clarity on all of these things.







[00:17:39] Knowing where visibility boosts come from.







[00:19:06] Natalie markets through her podcast and sales calls  have become easier. [00:23:47] Natalie’s goal is to help women pay themselves 8-10K/month.















Quotables:







We specialize by the work that we do, and we niche by the who. – Natalie EckdahlClick To Tweet









The more you narrow your business, the more you get clarity. – Natalie Eckdahla href='https://twitter.com/share?text=The+more+you+narrow+your+business%2C+the+more+you+get+clarity.