11 Essential Takeaways from the Content Entrepreneur Expo

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Speaker 1: I just came back from two days at the Content

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Entrepreneur Expo, formerly called the Creator Economy Expo,

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put on by Joe Pulizzi, the founder of Content Marketing

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World Content Marketing Institute.

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It was an amazing two days, Learned a lot about AI, about

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social media, about digital products and a lot more, and I

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want to share all of that with you on this next episode of the

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your Digital Marketing Coach podcast.

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Speaker 2: Digital social media content, influencer marketing,

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blogging, podcasting, vlogging, tiktoking, linkedin, twitter,

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facebook, instagram, youtube, seo, sem, ppc, email marketing

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there's a lot to cover.

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Whether you're a marketing professional, entrepreneur or

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business owner, you need someone you can rely on for expert

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advice.

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Good thing you've got Neil on your side, because Neil Schafer

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is your digital marketing coach, helping you grow your business

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with digital-first marketing, one episode at a time.

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This is your Digital Marketing Coach, and this is Neil Schaefer

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.

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Speaker 1: Hey everybody, this is Neil Schaefer, your Digital

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Marketing Coach, and welcome to episode number 362 of this

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podcast.

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That is right.

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I just came back from two days in Cleveland, ohio, and I wanted

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to share with you what I learned.

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I love not only going to these conferences, but also just going

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through my notes and all the screenshots that I take and all

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of the pamphlets and other you know swag that I get, and just

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going through and codifying that's right, I'm going to talk

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a little bit about that term in this podcast, but codifying what

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I learned in the form of a podcast and hopefully it serves

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you, but it also selfishly serves me.

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I can always come back to this and really catalog what I

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learned in order to implement it later.

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Well before we get into my recap of the Content Entrepreneur

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Expo, just wanted to share with you, obviously, the latest news.

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I think that we are still covering this whole TikTok above

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and beyond marketing.

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There's obviously a lot more news out there, but just want to

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share with you sort of where I have my finger on the pulse of,

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obviously, the TikTok ban.

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I think that a lot of us and one of the presenters of,

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obviously, the TikTok ban, I think that a lot of us and one

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of the presenters who spoke on TikTok mentioned this as well we

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do not think that there is a time in the very near future

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where you are not going to be able to use TikTok.

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I would just come out with that straight on.

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I am not slowing down to any of my plans.

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I don't see anybody that I talk to slowing down as well.

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So I think it is, you know, full speed ahead and we'll see

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what happens and we'll deal with it at that time.

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But TikTok is just too huge of a platform right now to ignore,

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as I will talk a little bit more in this episode.

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Also very interesting to see Instagram threads and Instagram

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saying hey, you know, we're going to offer cross posting

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between Instagram and threads worldwide.

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Now I do know that the social media dashboard that I use,

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social B, go to neilschafercom slash social B-E-E to make sure

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you get the best deal, using my affiliate link, obviously.

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But I know that they have started offering, you know,

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posting to all sorts of networks , including threads, if you do

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it over their app.

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So you know, I am still waiting for threads for us to be able

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to use a dashboard to schedule and be able to log into, but

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what SocialBee has figured out, and it really came about through

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Facebook groups and not being able to post to Facebook groups

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anymore.

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Pretty much, if you schedule something in advance and you

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open the SocialBee app and it prompts you to open the other

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app, like Threads or Facebook groups, you can just copy and

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paste what you put in SocialBee and therefore create a post, and

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I think that's really the idea behind where SocialBee is going

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and perhaps where other social media is going to go, so that

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you can post to other networks, such as Threads.

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If you remember, this was the original way that we posted to

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Instagram way back in the day, before they had an API, and I

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think that we are going to be seeing that happen again.

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So, according to SocialBee, they call it universal posting

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with Facebook groups, threads, whatsapp, telegram, mastodon,

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quora and any other network where you want to publish to

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where there is no direct API integration.

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In other words, they are doing this indirectly.

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So that's really interesting and I think, once Threads is

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further opened up, or maybe you try this universal posting

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something that I should do as well, because another of the

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news that I want to report to you is just the real downfall of

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the social network formerly known as Twitter.

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I cover my social media metrics on a month-to-month basis as

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part of my monthly tasks and, since it's already the beginning

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of May, I went through April and April was the first time

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where Twitter if you've been listening to this podcast, you

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know that I generate a lot of traffic from Twitter it used to

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be number one.

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It fell to number two man in April it actually fell to number

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four, even below Facebook.

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That bad with 220 something thousand followers.

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So I have totally de-emphasized X for now and I'm thinking that

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maybe a lot of the people that I had conversations with over on

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X and there's still some great people there I'm thinking that a

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lot of them might have migrated over to threads.

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Obviously, above and beyond that, the topic of video is

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still central to all of my digital first weekly Zoom call

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meetings and everyone else.

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I talk to Video, video, video.

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In the era of generative AI competing with SEO and recent

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changes in Google algorithms what have you and loss of

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traffic, I think more and more people are looking to video as

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sort of the final frontier.

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I'll talk a little bit more about video in my recap, but

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that's sort of you know.

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Every week.

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I want to present to you what news I'm looking at and what I

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have my finger on the pulse of in terms of where I am going to

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be pivoting my own business.

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Outside of that, just a personal update that, yes, my book is

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still coming.

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I did finally get approval from a major brand to include their

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case study, which I'm a part of, in my book, and I was sort of

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waiting on that.

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There were some other case studies, people that I

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interviewed that have just been ghosting me and they don't want

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to be part of the book for whatever reason.

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So I do have to rewrite a pretty major section of one

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chapter, which is sort of delaying me now.

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But now it's just focused on that and in parallel I am

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working on this workbook.

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I am in the final, final proofread.

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Hopefully I'll finish that in the next 24 hours and that will

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be ready.

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Next 24 hours and that will be ready and I'm hoping by next

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week I will be able to start sending out the advanced reader

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copies to influencers and other authors and those that have

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supported me in the past.

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So it is coming and actually going to this content

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entrepreneur expo just further just lit my fire of why I need

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to do this and why I want to do an ASAP.

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So let's take a step back.

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Content Entrepreneur Expo.

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Now I have had Joe Polizzi on my podcast and I'm just going back

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.

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He's actually been on my podcast three times Episodes

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number 176 in 2020, 251 in 2022, and 311 in 2023.

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And I believe it was that episode in 2022 where he was

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already talking about the content entrepreneur.

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Now he sold content marketing world and ended up creating the

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creator economy expo, which he sold as well to Lulu.

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Last year.

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I went to the very first creator economy expo for those

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that remember, back in 20.

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Yeah, I think it was 2022.

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It was right around when I interviewed Joe and I believe

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this is the third iteration of it this year back in Cleveland,

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ohio.

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The first time he did it it was in Phoenix, arizona, and he,

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like I said, was talking about content entrepreneur.

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It was this idea of this creator economy.

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Yet people were leveraging content right, and if you think

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about it, you know we talk about , like, short-form video and

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video content.

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There's audio content, there's textual content, but every

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content creator should be an entrepreneur.

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Every content creator should be building a business out of

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their content.

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That's the content entrepreneur and I think a lot of us that

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have been around with books, with podcasts, with blogs we're

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also all part of this.

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The question is do you want to build a business out of what

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you're doing, or is it just a side gig, a side hustle, or

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something that you're just doing because of a personal passion?

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So this content entrepreneur keyword really resonated with me

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and I think, the audience as well, and I'm really happy that

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Joe decided to codify it, using that word again, and really grab

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that term and say this is what it's been about.

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This really summarizes what this movement is about Creator

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economy plus content marketing, plus building a business, plus

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being an entrepreneur all this rolled together content

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entrepreneur.

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So you can imagine a very focused conference, but really

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awesome speakers, awesome guests , awesome community, all right.

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So that's sort of takeaway.

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Number one is this emergence of content creators that are

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really thinking seriously about their business, about different

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revenue streams, what have you?

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I consider myself part of that movement as well.

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So obviously all of this really resonated with me.

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So the second takeaway is just a reminder of the role of AI.

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So in my upcoming book I have a chapter on AI, but it's almost

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near the end of the book and, just like one of the speakers I

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believe it was Jordache Johnson, and I want to name speakers who

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I saw that really resonated with me because I want you to

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look them up as well.

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But Jordache was saying look, you know, ai comes last.

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Right, you have everything else going on.

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What can you do to speed up, make better, do cheaper?

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That's where you want to start thinking about the role of AI,

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because it can play a role in almost anything that you do.

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And in fact I think it was Jordache, you.

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You mentioned.

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Think of AI.

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There've been a lot of analogies here.

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Right, think of AI like as a co-pilot, as an assistant.

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I liked his definition.

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Think of it as your employee.

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Why are you hiring it?

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What is their exact role and what are the instructions you

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give it?

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So it's not just a matter of finding a cool tool and playing

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around with it, but it's really taking it on as an employee.

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I think is really a great analogy, especially from a

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business perspective, and I don't care if you're a content

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creator, an entrepreneur or a larger business.

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I think it plays the same role.

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Now, another one of my favorite speakers was Roberto Blake, and

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you've heard me talk about him on this podcast.

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Someday I'm going to get him on the podcast.

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I have reached out to him.

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We'd just love to interview him , one of the smartest guys out

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there he talks about whenever he uses and he is a real geek

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about chat GPT.

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It's always about role, task, goal.

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What is the role that the AI is playing?

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What is the exact task and what is the goal that you're trying

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to achieve with the task?

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Just a great framework for prompting any sort of open-ended

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chat GPT type of AI that you use.

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But another thing that Roberto talked about AI that really

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resonated with me, that got me really thinking hard, was this

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idea that AI is about speed and scale, and what Roberto was

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talking about was AI helps them create 10 times more content at

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three times the speed, at 10% of the cost.

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Now, if you're doing video, I believe this is where AI can

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have the biggest impact Video editing, video repurposing,

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taking long form, making it short form, et cetera, et cetera

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.

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I think you see the picture.

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But this idea of speed and scale is our business moving

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fast enough?

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Are we scaling faster and broader enough, and how can AI

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play a role in that?

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So that is going to be my North star, as I will re-look at the

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AI that's out there, the AI that I'm using and seeing.

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Is there something I'm missing?

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And as I forgot who the speaker was and mentioned it, look, if

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you don't have time to play around with AI, you can hire

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people that are already playing around with AI.

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Right, once again, upwork what have you.

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So you know AI has a role.

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That role is only going to become bigger.

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It is being embedded in more and more tools, so you don't

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necessarily need to have a PhD in prompt engineering to figure

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out how to use it.

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So you don't necessarily need to have a PhD in prompt

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engineering to figure out how to use it.

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But I think we just need to be looking out there as to what is

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possible with it at all times, and there's new tools that are

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popping up here, and I'm going to talk about some of those

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tools.

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But this is why, if you go to my blog, I mean, like every Monday

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, I am basically blogging about AI.

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I'm trying to build up, as you know, I have this concept of

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library of content and I'm trying to build up my own

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knowledge base about AI, and a lot of this comes down to a lot

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of the different tools that are out there that I want you to

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know about, and I'm just going to go through some of these.

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So this week I blogged about AI watermark remover tools.

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A lot of people they publish on TikTok and want to remove the

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TikTok watermark, but it could be used elsewhere as well.

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Ai Instagram post generators not just captions, but obviously

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images as well.

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How to make AI videos the definitive guide.

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15 exceptional WordPress AI plugins to grow your business.

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Ai versus machine learning why the difference in meaning

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matters for marketers?

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Ai content assistance 13 tools the difference in meaning

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matters for marketers AI content assistance.

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13 tools to assist in your content creation.

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15 powerful ways to use AI in email marketing.

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13 script to video AI video generators for instant video

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creation.

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Anyway, and that's just a sample of over the last few

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weeks of what I've been blogging about, make sure you go to

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neilschafercom to check all those out.

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But the problem isn't will AI help you or not, it's how you

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are going to leverage it.

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So that's my challenge I want to throw out to you After

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listening to this episode go into my blog, check out some of

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those posts and really think about all of your processes,

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especially your content creation workflow and see where, even if

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you don't think you have a need for it, think about how can it

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help you improve things is maybe a great way to start Now also.

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Takeaway number three is some new AI tools to check out.

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Not all of these are new, but it's the way you can think about

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using them.

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And this is Jordas Johnson, who mentioned a lot of these.

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Roberto Blake as well, but Jordas started out with Feedly.

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Now Feedly, as an RSS reader, has been around for a while, but

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Feedly now has some new AI research capabilities where it's

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leveraging AI to research topics, and Jordache was saying

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you know he can now leverage this, whether he's writing

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content, you know, doing things for a newsletter, preparing

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speeches that it's become this really powerful tool.

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He also which I did not know and this is not related to AI,

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but Feedly also has the ability to read newsletters.

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You can, I believe you get a Feedly email address and you

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sign up for the newsletter with that email address and you can

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read all these newsletters within Feedly instead of them

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all coming to your inbox, which I thought was fricking brilliant

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.

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So a lot of what Jordache was talking about is how do you make

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these central databases to make your work more efficient, so

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Feedly becomes the central database of where the news is.

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Now, those of you that are in my digital first mastermind I've

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talked about a lot.

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I use a tool called InnoReader I-N-O-R-E-A-D-E-R.

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I use that because I can generate an RSS feed.

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I use that because I can generate an RSS feed, which then

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I can feed into a social media dashboard like Socialbee to help

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me sort of automate the queuing up of content of curated

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content that I might want to share.

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Obviously, feedly is integrated with a lot of social media

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platforms I believe they're integrated with Socialbee as

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well and you can do the same thing Like something on Feedly

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and then have an IFTTT or IFFT Always forget that and it will

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tee it up on a social media platform.

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Just some things to think about right Of these old tools that

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have added new AI functionality that we can leverage.

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Another one that is often tossed around when we talk about AI

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tools is a company called Eleven Labs, and they have a tool

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called VoiceLab, which allows you to basically create a voice

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that is really, really similar to your own.

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I have not tried it yet.

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I plan on trying it, but this is a tool that Jordache was

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saying look, you can create private podcasts with it.

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You can create audio versions of your blog posts.

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You can create audio versions of your newsletter.

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This is a plus alpha value add that you can easily provide.

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So 11 Labs Voice Lab definitely check that out.

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Hopefully the wheels are spinning in your head.

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Another one that's been around for a while is otterai.

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So I use a free tool called phantomai when I do Zoom

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meetings.

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But you can use otterai, you can use firefliesai.

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Otterai has been around for a while.

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It is very well established.

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I believe it also has like an iPhone app where you can record

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your voice saying things.

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And what Jordache was saying is like, look, use Otterai as like

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a digital brand, like bring everything in it to build an AI

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training database of your voice, but also, obviously, meeting

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notes and everything else.

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Have it all in one place.

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Client calls if you do everything over Zoom and you

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integrate with autoai, you can just automate the collection of

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that and then when you have a thought and you want to say

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something, you can basically log into autoai and say it.

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You can I know that auditai you can also.

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You know I used to create podcast transcripts through it.

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So you can easily, you know, integrate and make sure that it

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grabs all your podcast recordings, et cetera, et cetera

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.

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So I think you get the picture Once again, it's building a

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central place where all of your voice information is for lack of

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a better way of saying it.

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He also mentioned a tool which I hadn't heard of as well, not

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really related to marketing directly, but indirectly.

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We all want to create SOPs or standard operating procedures,

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and it's an app called Guide G-U-I-D-D-E.

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Basically, what it does is it's like Loom right when you're on

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Loom, you often do a screen share, and recently Loom, right

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when you're on Loom, you often do a screen share, and recently

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Loom has added this AI that is describing what you're doing,

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and that is exactly what Guide is doing, and the whole idea is

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it's going to create a video with instructions that's going

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to help you codify your work into a standard operating

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procedure.

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So if you're going to teach a virtual assistant or someone on

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your team how to do something, use this app to do it and then

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codify that so that if you ever have new people coming on board,

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you can leverage that.

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So I think you can do it in other ways, but this tool sounds

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like it makes it a lot easier to use.

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Two more tools to go.

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One is creatorio.

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This is actually put up by Kajabi, and Kajabi are one of

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these all-in-one tools that allow you to create a website,

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have email, create courses, et cetera, et cetera.

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I've known about it man for a decade, but they're actually

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headquartered right here in Irvine, california.

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I pass by their office pretty frequently, but creatorio is the

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smart chatbot that apparently Kajabi is going to be

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integrating with all of their apps or website tools over the

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course of the next week or two.

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This is one that Roberto Blake brought up.

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He is a big Kajabi fan.

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And creatorio.

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You don't need Kajabi to run on right now.

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I don't know if that's going to change or not, but it's one of

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these smart chatbots that can funnel chatbot conversations on

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your website into lead magnets, into offers, et cetera, et

00:19:32
cetera.

00:19:32
Very, very targeted type of chatbot.

00:19:34
I have experimented with chatbots in the past, like

00:19:36
before COVID Interesting results , but I haven't experimented

00:19:40
with them since ChatGPT.

00:19:41
And if you feed, once again, it's all about creating your own

00:19:46
little mini GPTs, right, your mini learning libraries If you

00:19:49
feed it the content from your website.

00:19:51
You can create something that's pretty compelling, right.

00:19:53
So definitely check that out.

00:19:55
And you can create something that's pretty compelling, right.

00:19:56
So definitely check that out.

00:19:57
And then the last one I believe Roberto mentioned that Daryl

00:19:58
Eves created this company, and Daryl Eves I've had on this

00:20:01
podcast, the author of the YouTube Formula.

00:20:03
He also is the co-founder of VidSummit, one of my favorite

00:20:08
conferences all about YouTube.

00:20:09
But he has a tool called Ditto which creates voice clones, and

00:20:14
the idea is you create voice clones in different languages,

00:20:23
so you can take your YouTube video in English and use the

00:20:24
same video, but just create a voice clone in Spanish that

00:20:25
sounds like you, but it's automatically translated in the

00:20:27
language.

00:20:27
I experimented with this, I believe, right after VidSummit,

00:20:30
in Japanese.

00:20:31
It wasn't that natural.

00:20:33
Now, if it was like Spanish or French or German, it might be a

00:20:35
little bit more natural, but this is sort of one of the

00:20:38
futures of using AI is being able to tap into different

00:20:41
languages, and that's something that I'm definitely looking into

00:20:44
doing in future books, future podcasts, future YouTube videos.

00:20:48
So definitely check out that tool called Ditto, and in fact

00:20:52
it is.

00:20:52
Dittodubcom is where you want to go if you are interested in

00:20:56
that, all right.

00:20:58
We then and I want to bring up a few of the presentation I went

00:21:00
to not all of them, but there were a few that some good

00:21:03
takeaways.

00:21:03
So number four is latasha, james, and latasha talked about

00:21:09
audience building and her whole thing, and I'm gonna quote her,

00:21:13
quote her no rules, just vibes, you know, go according to.

00:21:19
Obviously, you know she pivoted from talking about more

00:21:23
lifestyle things to more business things, but it wasn't

00:21:26
about creating rules about what she was going to talk about.

00:21:28
It was really the vibes of what she was doing, of the social

00:21:32
platform of her audience at the time that she kept as her North

00:21:36
Star.

00:21:36
And I think that, you know, if we really want to be human, you

00:21:41
know vibes become really important.

00:21:43
Right, like I'm smiling right now.

00:21:45
You may not see that I'm smiling, you may not see that

00:21:47
I'm happy to be podcasting, but having vibes, you know, maybe

00:21:53
like a type of intuition, can be a really fabulous guide.

00:21:56
But, more importantly than that , talk about audience building,

00:21:59
and this is nothing new, but just a reminder.

00:22:01
She was saying all these people complain I only have X number

00:22:05
of followers.

00:22:05
But she said if you have 30 followers, you're like a teacher

00:22:09
in a classroom.

00:22:09
If you have 5 people, you can fill a concert hall.

00:22:12
If you have 20 followers, that's a Madison Square Garden,

00:22:15
right?

00:22:15
So always keep that in mind and I will add on to that right.

00:22:20
I've mentioned taking a little hit from Google recently with

00:22:23
their latest algorithm changes, for whatever reason, but I'm not

00:22:27
mad at Google.

00:22:28
I'm still thankful for every visitor, right, every person

00:22:32
reached is a potential opportunity.

00:22:34
So be thankful for what you have.

00:22:36
No matter how few people you're reaching, you're reaching

00:22:40
someone and with every person there's a potential, and that

00:22:42
was a really great reminder.

00:22:43
It's not about the numbers.

00:22:45
Even 30 people is basically the classroom that I teach at UCLA

00:22:49
Extension.

00:22:49
Right, every person matters, all right.

00:22:58
Speaking about audience building , I want to cover two takeaways

00:23:00
that talked about this importance of directly asking

00:23:01
your audience what they want.

00:23:02
So takeaway number five this is Sundara Barasubramani Hopefully

00:23:07
I'm pronouncing that correctly.

00:23:08
She wrote a book called Unshackled.

00:23:10
She's from India.

00:23:11
I mean.

00:23:12
That book is about helping immigrants, I think, get visas,

00:23:15
if not jobs, here in the United States.

00:23:16
But she was like directly ask your audience what they want and

00:23:21
then deliver.

00:23:21
And it's funny because we often create products or we assume

00:23:26
things without directly asking our audience and this is just

00:23:29
another great reminder.

00:23:30
We hear these all the time and she actually showed the email

00:23:34
which sparked everything that she ended up doing.

00:23:37
So the subject and I'm going to share it with you because it

00:23:40
inspired me and I took a screenshot a book on immigration

00:23:43
to help people like you.

00:23:44
So she was already determined to write the book, but she

00:23:49
wanted people to become part of it and wanted to make sure that

00:23:51
she was covering information that people would find relevant.

00:23:54
So, hi name, happy Friday.

00:23:57
I'm Sundaya Balasparamani.

00:23:59
I'm beginning to write a short, practical book on US

00:24:01
immigration.

00:24:02
I'm partnering with one of the leading immigration attorneys in

00:24:04
the country.

00:24:05
Our vision really is to help people like you who are

00:24:07
immigrants in the US get creative freedom and find

00:24:11
alternatives to the traditional H-1B pathway.

00:24:14
For that I need your input.

00:24:15
What are the top three questions you want this book to

00:24:19
answer?

00:24:19
Hit, reply and let me know.

00:24:21
Okay, so that obviously leads into conversations, it leads

00:24:26
into intel.

00:24:26
And then, guess what?

00:24:28
She comes out with a Kickstarter and she ended up

00:24:31
generating $48 and more than 600 backers for that

00:24:35
Kickstarter, and I'm assuming a lot of them came from this email

00:24:39
exchange.

00:24:39
Funny fact, I'm actually going to be launching a Kickstarter

00:24:43
for my book, so stay tuned for that.

00:24:45
But just a reminder of directly asking your audience what they

00:24:49
want and then delivering.

00:24:51
It sounds really simple because it is, but a lot of businesses

00:24:56
and content creators ignore the advice.

00:24:57
So you know, always be thinking about that is all I can say.

00:25:01
And another one, justin Moore.

00:25:03
Justin Moore, really smart guy.

00:25:05
He gave a presentation about audience first offers and before

00:25:10
I get an audience first offers, he started with the same thing

00:25:13
Ask your audience what they want .

00:25:15
And I'm not sure if this is an auto responder that he sent, but

00:25:18
he showed us the email.

00:25:18
Hey, I want to learn more about you.

00:25:21
I'm planning out my next series of and then fill in videos,

00:25:25
blog posts, podcasts, books, et cetera, and I want to make sure

00:25:28
they serve you.

00:25:28
It'd mean a lot to me if you took a second to answer a few

00:25:32
questions on this survey here.

00:25:33
You could have a Google form, a survey monkey and the questions

00:25:36
and he put them on the screen.

00:25:38
What type of job do you have?

00:25:39
Do you have a partner?

00:25:40
Do you have kids?

00:25:40
This is part of understanding the psychographics of your well,

00:25:44
demographics as well.

00:25:45
Right, how and when do you typically consume my content?

00:25:48
Is it in line at the coffee shop for two minutes or do you

00:25:51
sit down every weekend and catch up on my most recent video blog

00:25:54
post podcast book?

00:25:55
What problems do you have?

00:25:56
What keeps you up at night?

00:25:57
Is there any type of product that you wish I offered that I

00:25:59
don't, and why?

00:26:00
Okay, really interesting.

00:26:02
It gets more interesting.

00:26:03
What types of brands, products, services are you using or

00:26:07
interested in right now and why?

00:26:08
And I'm going to get to why he asked this.

00:26:10
And then, are there other people that you'd like to see me

00:26:13
collaborate with and why are there other people that you'd

00:26:15
like to see me collaborate with, and why?

00:26:16
Right, so if you can do that, you know a lot about your

00:26:19
audience right there.

00:26:20
And basically what he was saying is from that create

00:26:25
audience first.

00:26:26
Offers, in other words, think of your audience first.

00:26:28
He divided them into three different things Products,

00:26:32
sponsors and alliances.

00:26:34
Products, obviously, he asked about that.

00:26:35
What problems do you have that keep you up at night?

00:26:38
Is there any type of product you wish to offer?

00:26:39
I don't know why.

00:26:40
Products coming down to courses , digital products, books,

00:26:44
coaching, events and maybe a SaaS product and then what types

00:26:48
of brands, products, services are you using or interested in

00:26:50
right now and why?

00:26:51
And if he knows that he has 100 people that are using a certain

00:26:57
product or interested in another product, he can then go

00:26:59
to a potential sponsor and say, look, my audience already uses

00:27:03
you.

00:27:03
Do you want to sponsor a podcast episode?

00:27:05
Right, so he's really big on helping content creators get

00:27:08
sponsorships.

00:27:08
But sponsor brands' events, brands' services, brands'

00:27:12
products, brands' SaaS products.

00:27:14
Then the alliances thought this was really interesting.

00:27:17
So with the sponsors, there's sponsorships.

00:27:19
There might be affiliate revenue as well.

00:27:21
Obviously the alliances I think a lot of it is affiliate Other

00:27:25
creators, products, services, saas events, courses, books,

00:27:28
coaching.

00:27:28
Are there any other people you can JV with?

00:27:31
I thought that was a really, really interesting question I

00:27:33
had never thought of before and something I hope to do more of

00:27:36
as well, and maybe I'll be sending out a survey of this on

00:27:40
my own pretty soon.

00:27:41
But I thought it was a great way of looking at being very

00:27:48
targeted and then not just thinking of your own products,

00:27:49
but also of alliances with other companies or entities or

00:27:51
influencers and then, obviously, sponsorship opportunities.

00:27:54
So really fantastic presentation.

00:27:57
All right, these always end up being really long podcast

00:27:59
episodes, my apologies.

00:28:00
We're going to move on now to number seven, which is Pamela

00:28:03
Slim, and Pamela talks about IP, and this is where we talk about

00:28:08
codification.

00:28:09
Now, those of you that know me know that one of my favorite

00:28:12
podcasters recently is Joanna Penn, the creative pen with two

00:28:16
ends, and she is all about helping authors write both

00:28:19
fiction and nonfiction, and she talks about the IP of your

00:28:23
content.

00:28:23
Right, if you're going to publish a book, own the IP so

00:28:27
that you can do whatever you want with it.

00:28:28
And Pamela was talking about IP similarly, but she used the

00:28:32
term codification, which I really like as well.

00:28:35
It's codifying what you know into something that can be sold.

00:28:40
It can be a system, it could be a framework, it could be a

00:28:43
course, it could be a book and this is really what's pushing me

00:28:47
to do a lot of writing is the codification of my thoughts into

00:28:51
an IP that can then be sold, be repurposed.

00:28:54
What have you?

00:28:55
Codification?

00:28:56
Think about that.

00:28:57
All right, we're in the homestretch here.

00:29:00
Takeaway number eight Kenya Kelly did a fantastic

00:29:03
presentation on TikTok and she, I believe, is in her 40s, so

00:29:07
she's not like a 20-something, she's like I didn't.

00:29:09
It's not about doing dances.

00:29:10
It was COVID and she did what's called a reaction video.

00:29:15
And was COVID and she did what's called a reaction video

00:29:19
and I think the official name is like a duet where you are

00:29:20
basically reacting to someone else's published video.

00:29:22
So their published video shows up on the right, you show up on

00:29:25
the left and you react in some way to it.

00:29:27
And for those of you that remember, if you go back to

00:29:31
episode number 299, I had Dr Brian Boxer-Wackler.

00:29:33
Episode number 299, I had Dr Brian Boxer-Wackler, who is a

00:29:37
doctor who has, at the time, over 2 million followers on

00:29:41
TikTok and his whole strategy was the reaction video.

00:29:45
But yeah, so Kenya did this reaction video, gained 14

00:29:50
followers in a week from her first video and that really

00:29:54
launched everything else.

00:29:55
She does Not guaranteeing you that you're going to see the

00:29:56
same thing, but it just shows you the potential that TikTok

00:29:58
has that very few other social networks have.

00:30:01
She also mentioned that now, with TikTok stories which work

00:30:06
the way the Instagram stories do , you can now have conversations

00:30:10
with people who engage with your TikTok stories.

00:30:12
She was mentioning and I'm not a big expert on TikTok by any

00:30:15
means, but she was mentioning before it was harder to be able

00:30:19
to begin conversations on DMs with other people or brands,

00:30:23
like you can do with Instagram stories, but now you could do

00:30:26
that with TikTok stories.

00:30:27
That's another great reason why you might want to consider

00:30:30
spending a little bit more time on TikTok, and I love this quote

00:30:33
and it's something that I talk a lot about as well, and I'm

00:30:36
having a dedicated chapter in my new book about really

00:30:39
leveraging every platform for the unique culture that it

00:30:43
represents.

00:30:43
And what Kenya said about TikTok is look you just and I'm

00:30:47
going to quote her here you just have to learn the culture of

00:30:49
the platform and then start creating content for your target

00:30:52
consumer.

00:30:53
So there's a culture, there's a style, there's a vibe, and then

00:31:01
leverage that to think of your target consumer, what content

00:31:03
they want to consume there, and create the content.

00:31:04
What's really interesting and what really drove me to want to

00:31:06
do more is there was a wide range of ages in the audience.

00:31:11
I'd say millennial, gen X, even baby boomers were the

00:31:14
overwhelming majority.

00:31:15
And she said hey, if you have a TikTok account, raise your hand

00:31:17
.

00:31:17
And so pretty much everyone raised their hand and this is

00:31:20
like I don't know 50 people.

00:31:21
And then she said if you post regularly, like I think her

00:31:26
definition was daily, but maybe a few times a week, you know,

00:31:28
keep your hand raised, and the 40 or 50 people went down to two

00:31:31
or three, and that, I think, sums up TikTok A lot of demand,

00:31:36
very few creators, and that's why people can get massive views

00:31:39
.

00:31:39
So something to think about.

00:31:41
I know that people have different opinions about TikTok,

00:31:43
but I am still really bullish on it and want to invest more of

00:31:46
my time in it as well.

00:31:47
She also talked about the content styles that work and,

00:31:51
once again, if you and I'm going to, you know, give you

00:31:55
instructions on how to do this in my book but if you create

00:31:59
basically a fake account, you create a second account that you

00:32:02
use just to consume the content that your target audience might

00:32:05
be consuming, you will hopefully begin to see the

00:32:09
content styles that work.

00:32:10
She basically summarized them as number one, reaction videos,

00:32:15
and I just told you what that was, using the duet feature,

00:32:16
where you can just react to other people that are talking

00:32:19
about things that you're an expert at and agreeing or

00:32:21
disagreeing with them, or adding more context or more advice,

00:32:24
right?

00:32:24
Number two is storytelling always does well in social media

00:32:28
, and then how to tutorials still do really well, obviously

00:32:31
in the in the beauty and fashion and makeup areas.

00:32:34
Uh, recipes, you know cooking, we see a lot of that, but it

00:32:37
could be other things as well.

00:32:38
Finally, kenya was really bullish as am I, as are a lot of

00:32:44
other brands on the TikTok shop of you know being able to just

00:32:48
generate business directly from TikTok and I know that there's

00:32:51
Facebook shop and Instagram shop , but TikTok seems to have

00:32:54
really gotten it going and it seems like people are actually

00:32:58
buying from TikTok shop like a lot, and I have anecdotal

00:33:01
evidence about this as well from companies I know that are about

00:33:04
to launch TikTok shops because they understand how well their

00:33:08
competitors are doing there.

00:33:09
So lots of opportunity on TikTok still still potential.

00:33:12
Hopefully, after listening to this, you'll take it a little

00:33:15
bit more seriously as well.

00:33:16
All right, number nine we are on to digital products.

00:33:21
So this is a content entrepreneur expo, creator

00:33:23
economy.

00:33:24
Obviously, a lot of talk about digital products.

00:33:26
Don't know how many of you listening are interested in

00:33:28
digital products.

00:33:29
I definitely am looking to do more with digital products, but

00:33:33
you know a few little bits of advice here.

00:33:34
Number one, michael Stelzner, and I'm going to finish with

00:33:37
Michael Stelzner, founder of Social Media Examiner, social

00:33:40
Media Marketing World, one of the greatest guys and most

00:33:42
intelligent guys you'll see out there.

00:33:44
You know he's all about.

00:33:46
He has a social media marketing society, which social media

00:33:49
marketing world has.

00:33:50
He's like look, give people a dollar trial, right, figure out

00:33:53
your customer lifetime value.

00:33:55
If people stay on a few months, you give away you know

00:33:58
something for a dollar.

00:33:59
But start doing it that way to expand the number of people that

00:34:02
make it easy to have transactions with you.

00:34:03
For, interestingly enough, a lot of the advice around digital

00:34:18
products was not about creating the $2 signature course,

00:34:22
but more about creating smaller amount items.

00:34:26
I think it was Abigail Pumphrey who said this and I believe

00:34:30
that she also had a first course that was like a $35 course on

00:34:36
how to use Trello for business that I think she generated I

00:34:39
don't know $8 in the first week or so.

00:34:41
But she looks at it this way get quick wins with digital

00:34:47
products to build trust.

00:34:48
It's not about building some expansive 10-hour course and

00:34:52
selling it for a few thousand dollars.

00:34:54
It's about selling something for $35.

00:34:56
Get a quick win and the way that she puts it is the ideal.

00:35:00
Digital product sparks curiosity , allowing someone to explore a

00:35:05
topic without the commitment of following through.

00:35:07
I thought it was really interesting.

00:35:08
A topic without the commitment of following through.

00:35:10
I thought it was really interesting and she gave this

00:35:16
great example a 30-day yoga challenge versus 15 poses to

00:35:17
reduce stress in 15 minutes or less.

00:35:18
I think a lot of us are going to go for that 15 poses to

00:35:19
reduce stress in 15 minutes or less.

00:35:21
We will explore the topic.

00:35:22
It sparks our curiosity.

00:35:24
We may not even follow through, but we're happy we bought it

00:35:27
and I think we see a lot of that and I think that really

00:35:29
encapsulates a really great way of thinking about it.

00:35:31
Dumb it down, give people quick wins and we talk about doing

00:35:35
this with lead magnets, but we haven't or at least I haven't

00:35:39
thought about doing that with digital products.

00:35:40
I also talk a lot with the people from Teachable.

00:35:44
Both Teachable and Thinkific were sponsors, but Teachable was

00:35:47
really up to hey, let's spend some time together to brainstorm

00:35:50
some courses for your audience.

00:35:52
So hey, stay tuned.

00:35:54
It's on the roadmap.

00:35:56
Also, some of you from LinkedIn may know Justin Welsh.

00:35:59
He's done really, really well on LinkedIn.

00:36:01
He once again started with like a $49 course.

00:36:04
He's generated a lot of money.

00:36:06
For those that know him, I think it was called the LinkedIn

00:36:08
Playbook and he added more content and then it became $149

00:36:17
course.

00:36:18
But his whole thing and it's all done through daily posting

00:36:19
on LinkedIn is convince people that you are the right and

00:36:21
relevant person to learn from.

00:36:22
That's really what it's about Building trust day in, day out,

00:36:26
consistently publishing great content and sharing.

00:36:30
And just one final bit of advice on digital products and course

00:36:33
creation.

00:36:33
I forgot who was it said it, but think of course creation.

00:36:37
Just like you're an author, right?

00:36:39
You write books, you write blog posts, why don't you create a

00:36:42
course?

00:36:42
And once again, this has been what's holding me back is we

00:36:48
seem to think differently about courses, but it's time to really

00:36:50
dumb it down and just do it right.

00:36:51
If you have a few blog posts, you can create a course.

00:36:53
Will people buy it or not, that's another story, but the

00:36:56
ability to create a course has not been any easier and, yeah,

00:37:00
I'm looking forward to diving deeper into it.

00:37:02
Obviously, I'll have some books to write first, but anyway,

00:37:05
takeaway number 10, bj Novak, who plays the character of Ryan

00:37:09
on the Office, for those that remember, was the final

00:37:14
interview with Anne Handley, no less, and Anne is one of the

00:37:17
most intelligent people out there who's also a great

00:37:19
interviewer.

00:37:20
She was really funny and what I love about what BJ was saying

00:37:24
because BJ is also a writer he published a really popular

00:37:27
children's book.

00:37:28
This book has no pictures.

00:37:29
Sounds really funny, but he's done really well with that book.

00:37:32
He says he has followed the advice of his father and the

00:37:37
advice of his father when he started becoming a stand-up

00:37:39
comedian.

00:37:39
I mean, the guy went to Harvard University really smart, but

00:37:42
his dad said say what you think is funny, keep what they think

00:37:46
is funny.

00:37:46
And that's really really compelling quote because it

00:37:51
forces you to focus on the audience.

00:37:53
If there's any one big takeaway from everything I've talked

00:37:55
about is focusing on the audience, of building the

00:37:58
audience, of treating the audience well, of understanding

00:38:03
what your audience wants and then delivering.

00:38:05
He also said and this is a little bit related on character

00:38:09
development, specifically talking about the Office that

00:38:18
95% of character is giving people what they want, but

00:38:20
surprise people 5% of the time.

00:38:21
He mentioned that Oscar for those of you that watch the

00:38:22
Office is a character that always had these surprising

00:38:23
moments, which makes it more addicting, gives depth to the

00:38:27
character as well.

00:38:28
Makes it more addicting, gives depth to the character as well.

00:38:30
So just something to think about.

00:38:31
I know you're not writing fiction per se or writing

00:38:33
screenplay, but you can be doing the same thing with your own

00:38:35
work, but the most important thing is give people what they

00:38:38
want.

00:38:38
He also gave really great advice on because he's inspired

00:38:43
and he always carries around a notebook with a pencil and he

00:38:46
showed us he like pulled it out of his suit pocket.

00:38:48
But separate inspiration from execution.

00:38:51
Don't get lost in the notes of inspiration.

00:38:54
Be inspired when it comes to execute, be in execution mode,

00:38:58
and he says that's one thing that's really helped him in his

00:39:00
career and I thought that was a great way of putting it.

00:39:02
All right, we are down to the final 11 takeaway from Content

00:39:08
Entrepreneur Expo 2023.

00:39:09
And no other than Michael Stelzner.

00:39:10
The final 11 takeaway from Content Entrepreneur Expo 2023.

00:39:13
And no other than Michael Stelzner.

00:39:14
I want to go a little bit deeper into what he was talking

00:39:15
about and I guess you know the first thing he talked about was

00:39:18
algorithms.

00:39:18
So you know he says look, and for those of you who know,

00:39:21
social Media Examiner is one of the best websites about social

00:39:24
media marketing out there.

00:39:25
But in addition to Social Media Examiner, you know Michael

00:39:31
Stelzner has four different podcasts One's called Social

00:39:32
Media Marketing, one's called Social Media Marketing Talk Show

00:39:34
, one's called Marketing Agency Show and launching soon AI

00:39:38
Explored Very much looking forward to that.

00:39:40
He has a newsletter.

00:39:41
They have 242 subs.

00:39:43
He shared this, which is why I'm able to share it with you.

00:39:45
They send out three emails a week Monday, wednesday, friday.

00:39:47
A YouTube channel with 310 subs, 1.1 million followers

00:39:52
across Facebook and Twitter alone.

00:39:55
But what he said was it is just getting harder and harder to

00:39:59
reach our target audience, whether it's a newsletter with

00:40:03
new email algorithms or new email laws, social media

00:40:07
algorithms always changing.

00:40:08
Seo, google algorithms always changing, even in podcasts.

00:40:11
And changing SEO, google algorithms always changing, even

00:40:11
in podcasts, and I did not know this, but apparently Apple

00:40:14
podcasts stopped downloading new episodes from podcasts that you

00:40:18
follow if you haven't listened to an episode in the last six

00:40:21
months, so apparently a lot of podcasters had their numbers

00:40:24
drop pretty radically overnight.

00:40:26
So you know, in light of that, he's like you know, and just a

00:40:32
lot of wisdom from doing what he's been doing for like 15

00:40:35
years is it's always going to be a fight against the algorithm,

00:40:39
no matter what medium that you use, and therefore you really

00:40:44
need to differentiate what you do so that when someone does

00:40:48
find you, they become loyal to you, and it's the loyal audience

00:40:52
that you're able to monetize.

00:40:53
And this is not about AI or anything as well.

00:40:57
This is just very basic thoughts, but I love the example

00:41:00
here.

00:41:00
This is something I have not had.

00:41:02
But he said, hey, you need to come up with a creed.

00:41:04
Okay, like, why are you doing what you're doing?

00:41:08
And I guess you know what's the difference in a creed and a

00:41:10
mission.

00:41:11
You know, I'm not going to go into those definitions here, but

00:41:13
let me give you the examples because I think that this will

00:41:16
paint the picture for you.

00:41:17
So the creed for Social Media Examiner is we believe smart

00:41:22
marketing helps any business compete with the largest players

00:41:25
in their industry.

00:41:26
That is their creed, then the mission we help small business

00:41:32
marketers right their target audience is small business

00:41:36
marketers navigate the constantly changing marketing

00:41:39
jungle.

00:41:40
And they do that.

00:41:42
I guess the creed is the why of the mission, because we believe

00:41:44
smart marketing helps any business compete with the

00:41:46
largest players in their industry.

00:41:47
And then do you have a slogan, right, and the slogan is right

00:41:51
there in the Social Media Examiner logo your Guide to the

00:41:54
Marketing Jungle.

00:41:55
And if you go to their About page, this all comes together

00:41:59
and you know he's like well, why even have these?

00:42:02
He said it's important to send a very, very clear signal.

00:42:05
Who are you for?

00:42:06
Why should they pay attention?

00:42:08
What can they discover?

00:42:09
And he believes that is the foundation of monetization.

00:42:12
And I would have to agree.

00:42:14
And you know it prompted me to be to do my own soul searching,

00:42:18
and these are things that I really have not had.

00:42:20
I've had various ones, but anyway, this is a homework item

00:42:23
for me and maybe for you as well , and this isn't just for

00:42:26
content creators.

00:42:27
This is for businesses to differentiate yourselves amongst

00:42:29
your competition as well.

00:42:30
Right, so I hope you enjoyed listening to my takeaways from

00:42:34
Content Entrepreneur Expo.

00:42:36
I'm not going to be attending another conference for a little

00:42:38
while, but yeah.

00:42:40
I do enjoy giving you these recaps.

00:42:43
Hopefully they offer value to you.

00:42:44
I know they offer value to me.

00:42:45
So, yeah, great event, and hopefully I will see you there

00:42:49
at Content Entrepreneur Expo 2025, which I'm assuming will

00:42:53
also be in Cleveland, ohio.

00:42:54
All right, well, that is it for another episode of the your

00:42:58
Digital Marketing Coach podcast.

00:42:59
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00:43:02
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00:43:14
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00:43:18
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00:43:19
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00:43:22
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00:43:26
previous newsletters.

00:43:26
All right, well, that's it for another.

00:43:29
Hopefully, you found I mean I know I found I'm sort of losing

00:43:31
my voice here at the end exciting episode of the your

00:43:34
Digital Marketing Coach podcast.

00:43:35
This is your digital marketing coach, neil Schafer, signing off

00:43:38
.

00:43:39
Speaker 2: You've been listening to your Digital Marketing Coach

00:43:42
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00:43:42
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00:43:46
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00:43:49
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