Sunny Side Up is a podcast show that brings together real-world insights from industry experts and thought leaders to help marketing and sales teams evolve and stay up-to-date on the latest trends and technologies.
In this episode, Angela Earl talks about generating content that converts leads into loyal customers. Angela shares insight into the best ways to approach content creation and how to get started, while giving valuable tips for creating engaging, authentic content and starting your own podcast.
- Content is a vehicle or mechanism for getting a message out. It can be separated out into various types of content, such as design, copy, audio, etc.
- Content has never been easier to create, yet good content has never been harder to create.
- Your perspective is unique, so share that with your audience in the forms of content that they enjoy consuming. If they don’t tend to engage with blog posts, don’t focus on creating blogs.
- See something that doesn’t exist in the podcasting space and create a podcast around that.
- Know your limitations and your strengths. Delegate or partner with people who like to do tasks that you don’t enjoy.
- The difference between content that gets engagement and content that gets ignored is the authenticity that’s portrayed in the content. People seek genuine passion and connection.
“Once you find your groove and you actually find your voice, whether that’s written voice or spoken voice… your listeners, your audience, your readers are going to pick up on it and that’s when things take off.”
Highlights from the episode
How does a marketing professional figure out what type of content makes the most sense for their brand?
Content is a vehicle or mechanism for getting a message out. My team and I separate out types of content, such as design, copy, audio, etc. Then packaging that up and distributing it out for eyes to see.
Historically, how has content changed? What types of content truly engage people?
You can’t really have a conversation about content without winding up at the concept of quality over quantity. In my experience, the content has never been easier to create, but good content has never been harder to create. There are so many resources out there that starting a blog or a podcast has become very simple, but to get the engagement and reach by creating content that people actually want to read is where the challenge is. The bar is going higher and higher.
The difference between content that gets engagement and content that gets ignored is the authenticity that’s portrayed in the content. People seek genuine passion and connection.
What are some expert tips for podcasting?
Be you and fill a gap (a need). Podcasting has exploded, but don’t do what everyone else is doing. See something that doesn’t exist in the podcasting space and create a podcast around that. Your perspective is unique and you have connections, so share that with people. Also, know your limitations. There’s a lot to learn, but know what you’re excited to learn and know what you’re not excited about. Focus on what you love and partner with people who love doing what you don’t want to do. Focus on creating a shared experience with a human connection.
How do you think about your avenues of content creation?
I look at it through a community lens. Podcasts nurture a community of people, so it’s about tapping into that community with something meaningful to say or share with them, whether it be on your own podcast or someone else’s.
How do you scale a podcast? Can you do it with all your employees?
You can get your employees/your company team members on board in recording podcast episodes, but you need to keep in mind quality trumps quantity. If some of those people don’t necessarily have something very unique and important to say, it’s best not to make that episode. You could try to get one person from every target account on your podcast, that would be very valuable.
What forms of content will engage audiences?
It varies, you have to know your audience and what they’re going through while figuring out where they spend time. For us, we started with blogs and customer stories of overcoming challenges. We made our customers the heroes, not ourselves.
- Brian Schoeneman – President at Dunthorpe Marketing Group
- Scott Vaughan – Chief Growth Officer at Integrate Inc.
- Ann Handley – Chief Content Officer at MarketingProfs
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