Creating content that converts with Pamela Miller

Your Dream Business

English - January 03, 2022 00:00 - 52 minutes - 48 MB - ★★★★★ - 34 ratings
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Previous Episode: Turning your passion into profit with Miriam Schulman

Next Episode: Some exciting updates to my brand and podcast!

Today’s episode of the podcast is an interview with Pamela Miller. Pamela is a Marketing expert & content creating fairy godmother. She teaches service-based female entrepreneurs, how to cut the content overwhelm and show them how to turn blogs, social media posts, emails, videos…into web traffic creating, lead generating sales army. So, you can save your time, automate the process more & scale your business with ease. In this interview, we talk all about creating content specifically for your audience, how to come up with content that coverts, and repurposing your content to save you time!KEY TAKEAWAYS COVERED IN THE PODCAST
Content creation is creating a piece of valuable information that you can put out there through various channels including social media, blogs, YouTube videos, podcasts. Content is designed to navigate people from being aware to actually buying from you. Content creation is not just ticking a box – you need to think about what you are actually putting out there and the journey your audience will go on. Doing nothing is not an option anymore. Instead of just box-ticking and posting on social media, you could be using this time to do other things on different platforms. You will not stay consistent if you are not doing something you enjoy – find the things that you enjoy! If you want to focus solely on one platform – do that! Don’t try and juggle them all. Once you have been putting content out for a while, you will have a lot of content you can then repurpose! You don’t always have to create from scratch and constantly come up with new ideas. Content distractions – We have to understand what our objective is and what our audience wants to see and post this type of content. Don’t get bogged down on things that are not of value for your audience. Use content wisely that is in tune with you! Think about what you are trying to achieve – what is your objective? Sales, audience building? Make this your priority. Think about how you can stop the scroll – what will make your content stand out? Be consistent – otherwise you will never achieve success with it. Think about your end goal – reverse engineer it to find out where you should start. What can you help people achieve? What problems do they have? Time and money is always the end goal for your audience – get really specific and speak directly to people. Once you have identified your content and your objective, now you can start to create content. Think about how your content looks in terms of when people are scrolling – don’t use tiny text! Templates are helpful – Canva has 100s you can use. Make sure you tweak them to your brand kit. You will always find the time for things that work. Create habits, momentum and consistency. Decide on the content types and the frequency that you can stick to.
THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…There is no point collecting people and doing nothing with them!HIGHLIGHTS YOU SIMPLY CAN’T MISS
An introduction to Pamela 04:29 What is content creation 08:04 Repurposing your content 16:44 What do I post? 19:36 How to come up with content 29:13 How to create content 39:20 Content top tips 45:23
Creative MarketTranscript

Teresa: Hello and happy new year. So if you're listening to the time it comes out, we...

Teresa: Hello and happy new year. So if you're listening to the time it comes out, we have just had the new year and I hope you had a good one. I hope you really enjoyed it. So in our household, we got locked down because one of our family members has COVID.

Teresa: Um, my stepson, and potentially obviously we may or may not get it, but I'm sure we will be absolutely fine. We've actually been in contact with quite a few people who have had it and didn't get it from them. So fingers crossed that these vaccines that I've had to help me not get ill are working or they seem to be anyway.

Teresa: So anyway, uh, so that's why we had no new year plans. Uh, we we'll probably just hang out at home, which is what we do tend to anyway, to be honest, we're not big new year's people. And we're not big Christmas people. I am, my husband's not, he hates it. Like literally hates it. So it's been a very quiet time for us at this break, which is probably exactly what we needed.

Teresa: Anyway on today's episode. So. I have done another interview. I mentioned to you just before Christmas that I was going to be putting interviews out because we've done so many good ones and so far ahead and in all honesty, it's much easier for me to put an interview out. And obviously as it's been a busy time of year and I was wanting a rest, then interviews are the way to go. And also as a way, right before Christmas, I went to Nashville and hung out with my beautiful, amazing friend, Mary Hyatt. Who's been on the podcast twice. You can go and listen to her. Also got to go and have dinner with Amy Porterfield. So Anne Hoby and Mary and Bentley. So that was awesome too.

Teresa: So, so good. So it was so lovely to see people in person again. I think this is something that I have really missed. And strangely enough, when I got back from Nashville, knowing that we've got a quiet Christmas, I'd actually arranged to have some kind of open house, get together at my home and we've got to cancel it.

Teresa: So that's a real shame because I think going to Nashville and seeing people in person really kind of reminded me how much I love doing it. But fingers crossed we can get back to that soon. So anyway, today we are talking to the lovely Pamela and Pamela is a content creator expert. So she has an agency where she will do content for you.

Teresa: But she also has an online business where she teaches you how to do content. And in this episode, we're talking about how you can't just go through the motions. And I think this is really good, especially if you're looking to plan what your content is going to be looking like this year. She talks a lot about that you can't just necessarily pick, you know, national cheese toasty day and post about that. If it's not right for your audience. So. It's a really, really good one. It really good reminder of the types of content we're putting out there and the fact that we're doing it anyway, we're spending the time. So if we're going to spend that time, let's make sure we're really spending it well and putting the right things out for our audience.

Teresa: So I will leave up to Pamela to tell you the rest, enjoy this episode, and I will see you on the other side.

Teresa: So I am very honored today to welcome to the podcast, the lovely Pamela Miller. Pamela how are you doing?

Pamela: Hi I am very, very well. I hope I hope you're well too. And thank you so much for having me.

Teresa: My pleasure. So there's a few reasons why I wanted to Pamela on the podcast, the main one being her voice, uh, and people often say nice things about my voice as well. So maybe this one, we should just talk gently for an hour and you look and have a little snooze and just lie there.

Pamela: Like I kick on the cam up, right.

Teresa: I love it. I love it. Yeah. Pam has got lovely voice. I really like it. Um, so anyway, that's not just the reason I got you on here. So let's start as I always do by asking you to introduce yourself and tell us how you got to do what you do today.

Pamela: Yes. So I'm Pamela and I obviously live in Scotland tense voice.

Pamela: And so how did I get started? Well, I worked in marketing for gosh, over 15 years now. Um, agency side, client side, and it was starting my own company where I really started to kind of open my eyes into how I could help other people. Um, I think when you sort of step into a 9 to 5 you just kind of, you know, you're in that different zone of focus, aren't you. It's all about the career ladder. But starting my own company was when I really sort of ignited my passion for helping other business owners. And actually it's getting to see their way happy smiley faces when you teach them something. And it makes them money or lets them be happy as well. You know, if they want to work plus hours a week or something and you show them how to see that and you get to see their happy face at the end of it.

Pamela: It's you know, so yeah. Yeah. It's so rewarding. Absolutely. So, yeah, I have literally, I feel like I've gotten like, three circle through the whole sort of like, um, corporate side, if you will, 9 to 5 then into, I originally started up setting up an agency business, um, and doing people's content and their marketing for them.

Pamela: Um, and then I tipped into this where, you know, content clarity where, you know, I'm, I'm coaching people, how to devise a content strategy, how to up-skill content creation, because I think people tend to be quite overwhelmed, scared. Video tends to be a massive source of panic for people. Um, so just kind of like lifting the curtain a bit on all of these different things, because it doesn't have to be that steady really. Um, if you kind of just learn it bit by bit.

Teresa: It's funny though. Cause you've been in marketing a long time. Like I have, same amount of time actually. Um, the word content creator didn't exist. Like probably even like six, seven years, maybe, maybe a bit more than that.

Teresa: 8 years ago, like it didn't exist. And now the fact that business owners have to become content creators is kind of mind-blowing. Isn't it?

Pamela: It really is. And I mean, when I say I am a content geek, like I, at one point was a mommy blogger when I first had kids. Right. So I've done that whole mommy blogger, YouTube channel, lifestyle, blogger, homestay, and tidier.

Pamela: It's like I've done the whole kitten caboodle, um, and really worked my way through the ranks of creating content and working with massive brands on their content strategies as well. And it is it's, it's, it's funny to see how it's gone from, you know, only people like influencers would create content.

Pamela: Like you see right down now to just every single business, even like the one man band type businesses have to have a degree of understanding of it in order to be successful online.

Teresa: So when you're talking content creation, how would you, because sometimes I think, especially when it comes to business owners, sometimes they'll like, say, 'What are you talking about?'

Teresa: Like, even when I say the word content often I will swap out the word content for posts, if I'm talking social media content. So if you had to explain to me what content creation is, how would you do that?

Pamela: Yeah, people get really confused when it comes to the word content or they just think it's social media. Right. And they don't think of other things like blogs and videos and email sequences and all that sort of thing. But I mean, essentially content creation is creating a piece of uh, valuable information that you can put out there through so many different channels, right? There's like I say, more than just social media, you know, blogs, YouTube, podcasts.

Pamela: So for example, email sequences, but essentially it's designed to help navigate people from, you know, just becoming a way of your products and services and all things. Through to sales and, you know, the beauty of creating this it's, it's almost like you're, you're creating your own sort of Hansel and Gretel story.

Pamela: Right. You're putting your own little breadcrumbs out for people, um, to act as a sort of re to, to sale. Um, and it's, I just love it. I think more people need to think of content creation is not just ticking a box, right. Or some somebody says I have to post like five times a week, so I post five times a week, or I have to post every day so I post every day and actually start to think a bit more clever about it and think, well, less about frequency, more about how do people get from point A to point B and put those little bits and pieces in place.

Teresa: And do you think that like at this a great analogy, the kind of putting the breadcrumbs down and leading them to the sale, but do you, do you often come against the it's a lot of effort for not the very quick reward. Like my experience is that content marketing is a slower burn thing. It's a consistency thing.

Teresa: It's a showing up when no one's paying attention thing. It's a creating stuff that your customers want to engage with and see, but it's not a, someone's going to buy, you do a blog post, someone's going to buy tomorrow. That's not what's going to happen. So do you find just up against that in terms of trying to convince people that this is a worthwhile exercise?

Pamela: Yeah. I mean, it's, you know, same can be said for Pinterest for SEO for, you know, for all of these other things, but people understand it or they kind of know, they maybe don't know why, but they know that they need to be doing it because doing nothing, isn't an option anymore. If you do nothing, you're just going to stagnate.

Pamela: So you have to start doing something. Otherwise your competitors are doing it. And they're laying those breadcrumbs out and six months down the line they're benefiting from it. So unless you actually ever start, you're never going to get the reward from it. But the beauty of these things as well is that they are semiautomatic or automatic.

Pamela: And as much as once they are in place, They're in place, right? They're working hard for you. Um, and people are already on that bandwagon, right? Or that hamster wheel cycle of putting social media out. They don't know why. Right. They're just posting every day cause I have to, tick your box, tick the box, tick the box.

Pamela: So they're already spending the time, but it's like actually for that time, you posted less on social media and actually were a bit more savvy and use some of these other different methods and started to put that breadcrumb Trello. It might be a longer burn or a slower burn, but you're actually starting to do something that's going to work.

Pamela: How long are you going to keep going on that hamster wheel for when it's not even getting your results? So it is, it is, you know, a slower burn, but I think people do realize now that they need to be doing something.

Teresa: Yeah. Yeah, it is. And I think, like I said, sometimes I, that was a really hard conversation to have with someone.

Teresa: And I give the story all the time, my podcast, that basically, and the people listening to this right now and like, all right Teresa, I've heard it 300 times. You can stop that already. But like, it's the fact of it took 9 months before suddenly I had that hockey stick of bet that like, it was little bit, little bit, little bit, little bit.

Teresa: And then 9 months later, my husband and my assistant at the time were like, 'What did you do?' And I was like, 'Nothing. Nothing different.' And it was just, I think the consistency, you know, so it, it almost to try and convince people to say, you've got to wait 9 months, at least to, to say something goes, can feel very hard work.

Teresa: I guess from my point of view, what I say, when I talk about content, it's finding something that people love to do. I love to talk, I talk a lot, so this is perfect for me. So is that something that you, you kind of encourage when you help people come up with what content they should do.

Pamela: Oh a 100%. I mean, when it comes to like, you see it's, it's that consistency nobody's going to stay consistent if they're being forced to do something that they don't enjoy. Right. If you take an introvert and say, 'Well, the only way you're going to be successful is if you do a live video every day.' they're going to be like, uh, 'Hell no.'

Teresa: I'll be fine. Thank you.

Pamela: Yeah. Yeah. So it's all about finding something that you enjoy. That because ultimately in this day and age, your audience are pretty much everywhere, they're spread out. Right. You know, you're gonna, you're not gonna miss anybody out if you do a YouTube channel instead of a podcast or vice versa.

Pamela: So pick the one that you're going to be able to do consistently. Right. So for me, I'm I like to talk, but I love video. So for me, YouTube channel, right. Rather than a podcast, um, I realized that my audience would love a podcast, but I'm going to go down the YouTube channel and that's okay. Right. I'm not going to miss, you know, audience or anything like that because there's, as many people watching YouTube videos, as there are listened to podcasts. And so it's again, just sort of thinking, you know, well, what do you like doing, do you like, do you like writing? Do you hate writing? Do you like, yeah. Do .You like talking like for me, obviously blogger, blogger background, not can blog site, not a problem, right.

Pamela: Can do all day, every day. But, you know, again, it's, it's staying away from the stuff that you aren't enjoying or you can't do. And ironically, social media is probably one of the ones where people start to get some kind of disdain because they start to compare themselves to other people. And that's when the imposter syndrome creeps in and, or don't let go on the platform.

Pamela: I see my competitors or nobody liked my pool story. And funnily enough, that's when all the horrible emotions come up, it's from social media. Right? So it's is bizarre that people seem so fixated on it when there's other options completely. Some of the options completely behind the scenes, right? Email sequences, no one sees that.

Pamela: Um, but again, people think that everything has to be publicly seen all the time. Right.

Teresa: And, um, I guess the other thing is that when you get to a point where I am in my business now, and I have a team to help me, I can run different types of content in different types of places. And also I can repurpose my content.

Teresa: So, you know, we're sat here and I'm recording this and we're on video. I don't have a YouTube channel, but when I do my episodes, I say, I want us on video. Cause I might use the video at some point. And at some point I might, you know, I might just put like a, you know, if I also want a specific question and you answer it, then that could make great YouTube content.

Teresa: But I'm only thinking about that now because I have a team because I wouldn't be doing it. Like I would be saying to...