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TUNE IN TO HEAR ABOUT
- Why content is king but consistency is queen
- What social platforms to focus on with your content... and how many platforms you should be posting on
- The types of content you should focus on in your business
- How content plays a key role at each stage of your sales funnel
- A weekly content plan example for you to use
- How frequently you should post
Way back in 2007 (after cutting her teeth in the magazine industry) Kate started her first blog, Drop Dead Gorgeous Daily from scratch. Kate called it her "shoe money project", because she started it so she could occasionally afford some of the amazing shoes she wrote about all day long in her day job. Kate always thought of it as a business rather than a blog though, and it worked as DDG became her full-time gig in under 12-months and continued to grow to have over 500,000 readers a month, with multiple 6-figure revenue and 5 staff. Then Kate did it all again at KateMcKibbin.com (Formerly known as Secret Bloggers' Business).
CONNECT WITH kate
Flori Pyke [00:01:25] Hello and welcome to Episode 60. Now, it's Flori here with you today. And, today I get to chat with Kate McKibbin, creator of The Content Collective and automisation and funnel queen. So, hey Kate and welcome. [laughs]
Kate McKibbin [00:01:41] Hi! Thank you so much for having me. It's great to talk to you and to nerd out a bit on some content and some bits and pieces. Yeah.
Flori Pyke [00:01:49] Yeah. I'm super excited to have come across you and what you do. I think before we hopped on and started recording, I was saying to Kate, I came across this course you have, called The Content Collective, right? And, on the sales page it has this opening line that says, "What the hell do I post about this week?" And, when I read that, you totally had me. [both laugh] So yeah. I was like oh we need to get this lady on, a hundred percent.
Kate McKibbin [00:02:24] Well it's so common. I mean I've been creating content online for longer than I'd like to imagine. I don't like to count but that's 16 years now but it's either, it is one of those things that people have come up against again and again and you kind of don't figure out a way to get to make friends with it and to have a plan around it. It can be something that will be a continual frustration in business.
Flori Pyke [00:02:49] Yes. One hundred percent. So, I'm really excited to chat about all things content with you on this episode. But, before we do, I thought you could just share a little bit more around what you do. So, I know that you said you've been creating content for, did you say 16 years?
Kate McKibbin [00:03:07] I think that's about my 15, 15 to 16. I've got to figure out my dates. But yeah something around that. It's a long time. [laughs]
Flori Pyke [00:03:14] It certainly is because I was reading your bio and I understand that you started your first blog Drop Dead Gorgeous Daily in 2017, not 2017, 2007, is that right?
Kate McKibbin [00:03:28] Yes. Yeah. Yeah. That's right. And, prior to that I'd been working as an online editor for fashion magazines for several years. So, back when Internet, you know websites were very, very basic compared it was still... yeah creating, starting on that content creation machine and had been on there ever since.
Flori Pyke [00:03:45] You were well ahead of the curve ball then because I mean 2007... I mean I feel like the Internet came out in 2007 like I'm totally, probably yeah, not accurate on that fact. But you know what I mean. Two thousand seven to start your first blog like holy moly you must know a fair bit about content. When I read that, I was like wow this woman is a serious innovator 'cause blog... [Kate laughs] I feel like blogs weren't even a thing then. That's impressive.
Kate McKibbin [00:04:15] I think the hilarious thing is like so much has changed since then like there was no Instagram. [Flori agrees] there was YouTube, but it was very basic. There was Facebook and Facebook used to reward you for posting regularly. So, we used to post every hour live to Facebook. You couldn't schedule anything. [Flori says "Holy moly"] It was a very different landscape to what it is now. So, it's been very interesting and a lot of learning going on at that time.
Flori Pyke [00:04:45] Yeah. Definitely. I can only imagine. And then, I saw that you were named Tech Female Entrepreneur of The Year in 2015. Is that right?
Kate McKibbin [00:04:54] Yeah. Yeah. On the local Aussie, no not the Female Entrepreneurs Association, that's the American one. Sorry. [Flori says "I think she's UK, that lady."] Yes. Yes. Anyway, lovely local female entrepreneurs group have these awards and I was like ‘oh I'll pop in an application. Nothing's going to come from it.’ I almost didn't go to the ceremony because I had a cold and then they selected me.[both laugh] And I was like oh wow. But yeah.
Flori Pyke [00:05:18] Yeah. I love it. That's amazing.
Kate McKibbin [00:05:21] It was yeah a real honour. The people up on that stage were absolutely amazing. I was very humbled by that.
Flori Pyke [00:05:29] Yeah. That's fantastic. So, you obviously dabble in all things content creation and then automisation and funnels. Can you talk to us a little bit more around exactly what you do in that respect?
Kate McKibbin [00:05:41] Yeah sure. So, basically, I'm a very creative person. But to be creative, I need like some systems and like structure to make sure that the important things get done. So, that's sort of where I go with my first business Drop Dead Gorgeous Daily, I guess fun as it was, creating nail art tutorials and coming out with cocktail recipes and all that kind of stuff which is what we used to do. One of the main pain points for us was originally was like OK, how do we get consistent revenue happening that's not just relying on Ad Sense and stuff like that which is what was a lot of our revenue at the time. So, I sort of yeah started to play around with that back end of like OK well what are some ways that we can systemise the current process we have for making income which was a lot of ad sales and things but also other ways of getting all these traffic, we're getting these people coming to our site and consuming our content. You know, what else can we do? What else can we offer them to be able to have another revenue stream? So, that's when I started to really nerd out on funnels and I just loved having that part of the business as being something you didn't... I look at it as like building like an asset that means you doesn't have to stress about that part of your business anymore. So, you can go and have more time to do the fun creative stuff because you go, you know that you're gonna get a certain amount of sales every month or approximate level of revenue and you're just going to yeah, tick, done. So.. [Flori says "yeah you've got that residual income down pat."] Yeah exactly so... And, figuring out all the tech stuff behind that was really fun for me. A lot of people hate that but I really enjoy it. [both laugh] So, that's what I do now. So, there were like two big pain pointsI saw for a lot of people I worked with was that having that reliable revenue and having that kind of cushion or buffer that they knew was coming and had it actually how to set that up because I think a lot of people think it's way more confusing and scary than it actually is. And then, also with the content which is I've worked with bloggers for many many years and now kind of coming back to small business owners and then blogging and helping them with their content, it's just one of those things that it's something everyone knows they need to do or should be doing. [Flori agrees] It's on the list. And, I find people are either one of two camps. They're either in the "I'll get around it later. I'll get around to it later. I'll get around to it later and they'll never do it" Camp or they're in the "Almost like paralyzed by perfectionism" Camp where they end up spending so long creating their content that is actually not a good, they don't get a good ROI for that time spent because they just spent so much time on it. So, it's like OK how can we kind of help people have a good balance where you're creating content that's strategic, that's good quality, that's actually has a purpose, is gonna get you some results in return but it isn't going to take up, you know not going to take over your life and just make it as easy as possible for people to do all that. So, that's what we've kind of created with The Content Collective.
Flori Pyke [00:08:24] Yeah. You're like so speaking my language on all those fronts. [Kate laughs] OK, so let's get into this whole content thing in more detail now and I thought maybe we could first start, before we start, because I feel like it is a bit of a can of worms. So, before we open officially the can of worms, I was hoping you could just talk us through because I think it's really important to just recap you know what we mean by content and really why it is so important. So, do you want to just shed some light on that and your thoughts on exactly like you know, what is that saying like content is king, right? [Kate agrees]. So, yeah tell me.
WHAT IS CONTENT
Kate McKibbin [00:09:02] Well, I like to add on to that saying, content is king but consistency is queen. [Flori agrees] And, we all [Flori says" I really like that"] and we all know the queen has got a fabulous way when it comes down to it. [Flori agrees] So, I mean if you look at... The purpose of content really is, it covers a few different things. Content helps you to connect with and to educate people who are already familiar with you and already sort of in following you whether it's on your email list or they're on social media or whatever sort of works for your particular business. It helps to attract new people. So, by being both something that might get shared or something that might get picked up on SEO, Search Engine Optimisation Google like kind of thing. That helps new people to come and find you and then you know then they start to become warmed up and educated as well with your other content. And, it helps to convert people. So, it helps people to know about that you have different products, you have different offers for them to see, case studies and testimonials and success stories and kind of build that trust factor 'til then become clients and customers. So, I think those are the three purposes of content. And, it's one of those things that when if you look at your... when you're creating content, that every piece of content you create, if it has a purpose in it you kind of like set it out to go to work for you. You kind of build up this snowball over time of all these different ways that people can find you and that they can connect with you and you know you create this really solid foundation which I think is really super important.
Flori Pyke [00:10:38] Definitely. It's funny like when you describe exactly like the purposes of content I literally started to visualise it like in the sales funnel [Kate laughs] you know because like you're attracting people at the top of the funnel with you know this great key content that people are sharing because like you're maybe writing or you're sharing some funny or informative or educational stuff that's of value to people. And then, in the middle you're establishing that trust and nurturing them and then at the bottom you're converting, right? [Kate agrees] So, it's like I love that and I feel like it's just so analogous to the whole principle of the sales funnel and that you know content is really an effective tool to use from the beginning, from the top to the bottom, right, of the sales funnel.
Kate McKibbin [00:11:23] Yeah absolutely. And, whether your sales funnel is an automated thing, it's online or whether it's something that's a bit more impersonal. You know obviously different business models do things different ways. Content is still really important in whatever format that's going to make more sense to your business.
Flori Pyke [00:11:40] Yeah. Yeah. Definitely. And so, actually can we talk about that a little bit further when we're talking about format? Because I think exactly like it's kind of overwhelming, I find today, to your point, you know back in the day, back in 2007 it was like blogs and Facebook. And, today it's like blogs and videos and Facebook and Instagram [Kate laughs] and Pinterest. And, I was like wow. [both laugh] Can you just talk to us more about like what kind of content should we be focusing on? what formats? what platforms? Like I'd love to kind of deep dive into this a little bit more because I think this is a really overwhelming element for people when they think content.
CONTENT COMES IN MANY FORMATS
Kate McKibbin [00:12:23] Yeah for sure. So, I think, it used to back in the day, it makes me feel really old. It was all about like just drive people to your blog or to your website like it was the number one purpose. So, wherever you work, whether it was a newsletter or yeah, so I'm on social media, you give them a snippet and send them back to your website. These days it's actually I think just wherever is the easiest for them to consume the content and engage with the content is great. It's still important to have a website that is your base and that houses a lot of your stuff because we all know that social media can disappear, and it does.And, I think it's important to have an email list as well to be out so you can be actually communicating with people for free rather than relying on Mark Zuckerberg’s algorithm, he feels like having in this week. [both laugh]
Flori Pyke [00:13:14] I'm really sorry but that whole comment like whatever the algorithm decides to do today or this week is so true. [Kate laughs]
Kate McKibbin [00:13:23] But then with as far as the content that you're creating regularly I think the best way of doing it is thinking about where does it make more sense to be and just focus on one or two platforms. I normally sayfocus on one platform if you are doing it by yourself. If you've got some help, focus on expand it out to two and figure out which pieces of content you need to be creating and in charge of and which pieces you can sort of get like a V.A. or an assistant or someone to help you out with. [Flori agrees] But it really is like we don't need to be link baiting people back to our sites anymore. It's more about like where can we get in front of people easily in a place they're comfortable to consume that content and to engage with that content because everyone's just, attention spans are so short at these days. [Flori agrees] Like expecting people to click through and read a blog post is much less likely than it used to be. So, give them that information or that connection or whatever it is that he's gonna get from that content up front.
Flori Pyke [00:14:19] Yeah. No, I think that's a really good tip especially in this day and age. And, exactly to build on that tip and that comment that you made about Zuckerberg like feels on what the algorithm should do this week. Like, I know for instance, with Facebook you're not like penalised but put it this way if you keep your fans and your followers on your page, you're rewarded for that whereas when you send them off your page for instance to your website it's harder to get that action to happen. Like Facebook won't really reward that. They're not going to put a ton of money behind that whereas if you're keeping them on Facebook and you're spending money for instance on an active ad campaign, they're going to put more money on keeping the people on the platform. So, I think it also plays to what you're saying and even though we all want to pixel everyone when they go to our website so that we can then retarget them and all that jazz, much like you said, [Kate agrees] you know everyone wants to send them to your website. The fact of the matter is exactly like you said like we just want information just like that and when there's hoops to jump through clicks to take and we can't consume it you know in a few seconds, you lose people along the way, right?
Kate McKibbin [00:15:29] Yeah. I mean like we're all time poor. We're all getting lazier. [Flori agrees] Not lazy, lazierbut the things you're willing to commit your time to is getting smaller and smaller, so just make it easy for them. And, to your point about the pixels, like you can pixel someone because they've engaged or liked your post or commented on Facebook posts and do that as well now, which means that you don't have to sort of send them away like you used to.
Flori Pyke [00:15:57] Yeah. Yeah. Yeah. I definitely agree. And, even further to that point. Like with the ad, the way they are now with ads like you can also target people who engage with a post on your platform. So, even though you haven't pixeled them on your website, you can still retarget them. You can still engage with those people even though they have not gone to your website you know. [Kate agrees] So, I think that's really important. OK cool. So got it. All right. So, can we talk a little bit further though about the platforms to focus on? Because I think it's really important here to identify probably, like what your target audience is right and where they hang out on? And that'll really like drive this decision, would you agree?
Kate McKibbin [00:16:43] Absolutely. There are two factors and you kind of want to find the happy point where they meet when are you deciding on which one to pick. And, first of all, where are your target audience? Because obviously if they're not there, there is no point for you to be there either but often they’rein a couple of places. So, I also like people think about where do you actually like to hang out yourself anyway? [Flori agrees] Because if you're more likely to be there, then you're more likely to find it easier to be there interacting with people just to notice the new trends of things that people are doing and trying and stuff like that anyway. So, I think it's a lot if you can find a crossover then then that's like you're going to be the easiest and the best one to spend time on but I mean the third thing to think about is, what type of content do you have like if you are very words-based and you don't really have any images then things like Instagram, Pinterest probably aren't going to work for you. If you love jumping on camera, YouTube's probably great or Instagram live or Facebook live componentso it's just again thinking about that sort of what's going to be easiest and natural for both you and your clients or your potentialclients I think.
Flori Pyke [00:17:54] Yeah. No, I definitely agree. Like the context of the content that you're gonna deliver. I also I just want to emphasise like I love that you're like just focus on one to two platforms because that's like that is just so like up my alley. I'm all about less is more because the minute that you start to do all the things like you do nothing well. [Kate agrees] So, like with the socials like yeah just keep it simple. And also, I think there's so much power behind the whole element of repurposing something because just because you've got Instagram followers and Facebook followers are not necessarily the same people, right? So, you can repurpose something on Instagram onto Facebook assuming that your audience is also hanging out on that platform. So, I think there's also something to be said about that like get smart with your content, right?
Kate McKibbin [00:18:43] Yeah. Definitely. I think it probably takes a minimum of six months to really sort of master a platform and then you know what, they probably change stuff in that time anyway so if you are trying to master multi or you're trying to figure out the right things for Twitter and the right things for Instagram and the right things for Pinterest, all at the same time like you said you're not going to do any of them particularly well. You're going to end up feeling very burnt out and wondering what was the point of even doing all this stuff anyway?
Flori Pyke [00:19:16] Yes, I totally, totally agree. Now, one quick note just in terms of I remember coming across this tip like way back when. And, I'm just going to share it for listeners because I feel like it was really handy for me at the time was the Australian Sensis report is released like once a year and it basically identifies what population's demographics like psychographics are on what social platforms. So, if you're listening to this and you're like I'm not sure what social platform I should be posting on or where my audience hangs out on we will include a link to that Sensis report because I feel like it's just a really handy tool to allude to if you're not quite sure where your peeps are at. So, that's just kind of a aside. OK, so moving on I wanted to ask you obviously you know for our listeners we've got service-based businesses, we've got product-based businesses, does it matter what kind of business you are? Should everyone be posting content?
SERVICE-BASED VS PRODUCT-BASED BUSINESSES
Kate McKibbin [00:20:12] I think yeah everyone should post content. It would just be because like if you're wanting to attract new people, if you're wanting to educate them on your product and how your product is being used and if you're wanting to ultimately convert them which I think it doesn't matter what your business model is that everyone sort of needs to take people through those steps at some point, then content is going to be really important part of your marketing strategy. So, but it's just figuring out what is the right kind of content and also what kind of frequency do you actually really need. Again, it used to be the more the better. I think with content. [Flori agrees] Like my first business I had Drop Dead Gorgeous Daily, we used to do five to ten pieces of content a day. It's insane but it was you know Google rewarded you. Facebook rewarded you. If you are constantly creating new content and your Pinterest is just getting started towards the end of that business so it was just more more more more more like you had to have so much stuff. Now, most of the algorithms seem to change to be actually quality over quantity and consistency as well is a really big important part of it. So, I just think people need to figure out what is it a plan that they can actually stick to and commit to. And, you know whether it's you creating one amazing blog post a month or you're creating two a week. What makes sense for you? What can you do? And just make sure when you do it, you do it strategically and you do it that it's going to be good quality as well.
Flori Pyke [00:21:47] Yeah definitely. I definitely want to talk more about this whole frequency of posting and like I'd love to kind of gauge some tips from you on what this looks like. One thing I will say though that you've touched on this which I think is such a key tool is like you've got to really dive into the analytics don't you of like what you're doing to make sure that what you're doing is working. [Kate agrees] So, like you know be it Facebook, Instagram, your Google Analytics like have a look at what is working and what is not so that you can do more of what is working and I know that sounds like so like common sense but I can tell you like and I'm sure you come across this as well, the number of people who don't take the time to do that and they keep just kind of like you know throwing balls up in the air willy nilly without like a focal point or a strategy behind it and then nothing works, right? So, I just think it's really important to emphasise that. OK. Let's talk more about this whole frequency of posting. I would love to understand because one of the things you do at The Content Collective really is to give business owners like a bit of a template almost, isn't it? [Kate agrees] Like around what to post and when to post it. So, would you mind maybe sharing with us like some key tips or like maybe even like what an average week would look like for a certain type of business just so that we can get some context around what this looks like?
Kate McKibbin [00:23:12] Yeah sure. So, most people in The Content Collective, they're in service-based businesses or they're coaches. So, there's a lot of people who are trying to help people get a certain result or a certain transformation as normally the kind of people that we have in that container, so people know the example.I recommend like this would be the ideal and then it's like but if you can't commit to the ideal then it's okay pair it back, just figure out what you can do and just whatever it is you decide, just make sure you pick a plan and stick to it basically. So, what I normally ask people to do is do one video a week.
Flori Pyke [00:23:50] And wait, wait, what kind of video? Because you know there's all the kinds of videos today. I want to hear it. I want to like I want all the detail here.
Kate McKibbin [00:24:00] So, again, this comes down to what's going to work best for you. So particularly in Australia, Internet can be terrible. So, often lives don't come across that well.
Flori Pyke [00:24:09] I mean it's amazing that we're connecting right now, isn't it? [both laugh] No seriously, I laugh about that but the amount of times that there's like it ih-uh-ih-uh on the podcast because of the internet connection.
Kate McKibbin [00:24:20] Yeah. How is it like this in 2019? Like you need to go back and crank the Internet to get it working. [Flori agrees]. So, you're doing live things. If it's gonna be something that's going to stress you out because it's cutting out and breaking out, then maybe pre-record it. That might be easier for some people. I think if you can do something live it's better. But again it's like, will this work for you? Yes? No? It’s almost like one of those maps kind of thing. So, one live video and I want people to try and with their content to sort of cycle through those things that we've mentioned before. So, like in The Content Collective, we give people different prompts each month. And, one of those is what I call a personal prompt so it's talking you're sharing video or your own story or a bit of a behind the scenes or a little like a here's a lesson I learned while I was doing X so just to give people a bit of, to connect with you and your brand that way without being feeling like they're being sold to. Second one is inspirational. So, that's when you're sharing actually other people's results and other outcomes that your products or your services have gotten for people and you can do that in a story form or you can do that in a "hey we just have this I want to share this actual process a client went through and some of the problems I had" like whatever again what is going to work. Then we do one searchable a month and one shareable a month.
Flori Pyke [00:25:40] Are these all videos? Sorry
Kate McKibbin [00:25:43] Yes. So, these are videos. So, for the month if you do like one video a week and these videos can be 5 minutes, 10 minutes. If you are doing it as a Facebook live or at Instagram live like it doesn't have to be high production value. [Flori agrees] It can be something you do very quickly. So, one of either version you kind of all set between those four different types of content. And then, that video even can turn really easily repurpose into your blog post, into your newsletter for the week by getting it as a little intro paragraph, get it transcribed to make it into a blog post. You've got then a really great piece of content for which could take you 10 to 20 minutes to sort of put together.
Flori Pyke [00:26:23] Yeah yeah yeah definitely. OK can I, sorry Kate, so, I just have a quick question. So, video ideas, story, inspirational, searchable, shareable. Searchable, can you just give me some examples of what you mean by that? And shareable I assume is just kind of like funny, something. Is that what you mean?
Kate McKibbin [00:26:42] Yeah. Yeah exactly. So, searchable is just think about those main questions that your ideal client or your ideal prospective client is trying to figure out before they come to you. So, what are they typing into Google? Like how do I use such and such? What's the best X Y Z? And, a lot of people kind of go back to questions that actually do get asked. Like whatever that kind of thing. And, yet the sharable ones. That's where you get to have a bit of fun bit more. [Flori agrees] It could be something might be seasonal or could be a clickbait-y or you know like cheeky or whatever. I mean you know there's lots of sort of fun ways to do that as well.
Flori Pyke [00:27:19] OK. OK. Got it. Thank you. OK. So, one video a week.
Kate McKibbin [00:27:23] Yes. So, one video a week which you then can repurpose into your blog post or newsletter. And, also they can share on other platforms as well so that can cover a whole lot of content for quite a small period of time, which I think is really important. And then, as far as your other social media platforms, I normally try and get... I would say again it depends on which one you want to use so it's really kind of hard to gauge. I think more people are focusing on Instagram at the moment so just use that as an example, Instagram or Facebook. But it seems to be at the moment, what seems working well is a couple of like maybe three approximately a week post onto the feed that is more like storiesand all that kind of behind the scenes little snippets.
Flori Pyke [00:28:13] So are the three posts like promotional posts? Is that what you mean?
Kate McKibbin [00:28:17] I think with straight out promotional posts, you probably want to keep them to be like around about 30 percent of what you're posting. [Flori agrees] The rest of it is either you wanting to get them engaging with you and your posts because again algorithms - give the social media platforms what they want. They want to see people commenting and sharing and all that kind of stuff. Getting ones that again are that bit more... So we call it we need to connect post which is again sharing your story and you can use it. If you've done that previously in the blog post, you can use that again. The engaging which is like you're asking people to maybe tag a friend, do this relates, or it might be a really great quote that people might share or something like that. And then, you've got your conversion stuff which is where you directly talk about your products or you maybe again share testimonial or something like that. So, that's kind of how we split up actual social media content.
Flori Pyke [00:29:09] OK. OK. I got it. OK. So, one video a week then you've got your social content where you're posting once a day, right?
Kate McKibbin [00:29:19] Yeah. You don't need to post once a day on social anymore I think but if you want to do a mixture in the feed and like something that’s a bit more liveI think that seems to be it. Again, it's like whatever their new toy is that they've rolled out recently, you want to use the toy. And, they'll reward you for a short portion of time. [both laugh]
Flori Pyke [00:29:40] 'Til the algorithm changes. [Kate agrees] I got it. OK. OK. Cool. So that helps definitely. And then, what about like emails? Is that part of the piece as well in terms of like newsletters and what not? Because you mentioned I know you were saying you know you could repurpose one of those videos that you do in a week to create your e-newsletter content, right? [Kate agrees] You could repurpose that though emails you basically to get some inspo on what to share with your tribe, you might be repurposing some of your social and video content. Is that the idea?
Kate McKibbin [00:30:19] Yeah. Yeah. And again, I think it's hitting like no matter what platform you're using and what type of content it is, it's like trying to hit those few different points of you know actually connecting with them, sharing something personal behind the scenes, also the actual sharing of the content which is going to have more maybe something as educational or whatever depending on which post it was. And then, also having direct things with direct calls to actions and things that are directly leading to your products as well. It's finding that...
Flori Pyke [00:30:48] A bit of a mix right? [Kate agrees] Having that balance.
Kate McKibbin [00:30:51] Yeah. And, it will depend, it will vary like how much you're promoting your products versus how much you are spending time building like a more personal connection will really depend on what your offer is. Like if you've got a higher priced offer where a big part of them signing up for that is that they really trust you as a human. Then you got to spend a lot more time with the more connection and the sharing examples and testimonials and the educational case. If it's more of a low-priced offer and you just gotta get people in the right mood to be you know buying today. Then you have a lot more call to actions and you share a lot more lighter of bits and pieces. So, it's again, it's very product-based.
Flori Pyke [00:31:31] Yeah. No. But I think that's a really good tip in terms of giving some guidance for the listeners is like kind of depending on exactly what bucket you fall in and what you sell, that will also dictate the kind of content that you're putting out there. I also I just like I feel like generally speaking though, I find that it's becoming less and less about those like exactly those promotional posts right and more about the stories, connecting with the person, with the business before you can even think about doing those posts. Like those promotional posts are almost becoming less and less effective whereas the ones that tend to really grab people are those ones that yeah you are sharing a personal story. You know you are letting it all hang out. You're establishing that trust. You're putting your face out there. Yeah. You're personally connecting with your tribe, would you agree?
Kate McKibbin [00:32:19] Yeah. Yeah. Absolutely. And, I think that's where the fact that so many people kind of get scared about putting themselves out there and sharing stuff that's a bit more maybe vulnerable or a bit more real is it actually what ends up working or working against them. Yes, it can feel very scary, but it is one of those things that the more you do it you kind of get used to showing up without makeup on. You've got to assume everyone knows the story about that time you got divorced or whatever you know. But people want realness. They've been marketed too so heavily for so long. And, you know again depending on the industry quite often they've made being told things that they perhaps turned out not to be as true as they thought they were or whatever. So, you've got some more people who are a bit more jaded sometimes. So, they really need to trust you and the best way to do that is for them say "oh you're a real person".
Flori Pyke [00:33:12] Yeah. And connect with you. [Kate agrees] No. I mean we've talked about that a lot on this podcast and I just think it's such a relevant piece it just keeps coming up more and more because it is the truth. You know like we all want to know who is the face behind the brand. And, the minute that we can establish that connection, we're that much more likely to connect with that brand and establish that sense of trust, right?
Kate McKibbin [00:33:36] Yeah. And, even if, I guess not just as a small brand, small business thing either. Like if you look at either Richard Branson and Virgin. Everyone wants to hang out with Richard Branson. He seems like such a cool guy. And, I think yes it's a big piece of how of the success of his branding is that he's been out there and been so public for so long.
Flori Pyke [00:33:59] I think that's such a good example because I think that there's so many corporates that could be doing this better. Hey there's not really like a face or like a tribe to the business like it's still very kind of stock standard, kind of stock imagery, even cookie cutter like whereas exactly eliminate. You can actually put some faces behind those posts and start to establish those connections it's that much more powerful like exactly cue Richard Branson. That's such a great example. OK. Love it. OK so we've talked about how content is king but consistency is queen which I am so recycling. [both laugh] And, basically what content is, what platforms to focus on and how many platforms to use as well as what types of content to focus on? And, I love how you gave us a bit of an overview around a plan that you should have and some different inspo for different types of posts that you can have. So, thank you so much. I think it's been really great to get some more clarity around this whole content piece and I think for me like one of the biggest things that you said right at the beginning and it was that line but it really is about being consistent, isn't it? I mean [Kate agrees] like if you're gonna take one lesson out of this consistency I feel like is the number one thing.
Kate McKibbin [00:35:19] Absolutely. I just think of it as you're building up that snowball and it can be slow at the start. And, that can be frustrating but over time, the power of doing consistent content for several months, years, etc. means you have this really strong foundation underneath you which is just going to keep serving you again and again. So, it's definitely worth it. And, it also helps your audience to trust, that every Wednesday they get email from you or whatever like it's sort of part of adding up that that trust as well I think is being consistent.
Flori Pyke [00:35:52] Yeah definitely. I think that's a really good point. OK fantastic. OK. So Kate, where can our audience and listeners find out more about you? What are your links?
Kate McKibbin [00:36:03] Yeah. So, katemckibbin dot com. Probably best to find a link in the shownotes because no one spells my surname correctly. It's M c K i b b i n dot com. And, the same on Instagram is sort of where we're focusing and where we hang out mostly at the moment, so that's @katemckibbin. And, I also have for anyone who is wanting a bit of help and guidance around getting their content strategy set up. We're just been putting the finishing touches on it. It's brand new but it's a free five-day challenge that people can sign up for called, I think we're gonna call it Crush Your Content, something like that but it's basically going to step you through how to come up with your own plan, how to kind of nail what kind of post you should be doing and when and where and come up with a bit of a strategy around that. So, if you got to katemckibbin dot com there will be a link for that there and you can come in and start getting started.
Flori Pyke [00:36:55] Yeah definitely. That sounds like a very valuable challenge to be on. Because I just feel like that conversation piece comes up all the time. So that sounds awesome. Thank you so much. All right. Now, for listeners to get your hands on the show notes and learn more about Kate and to get that link to her website, because I have to say I definitely spelt your surname wrongly as well. [both laugh] You can head to theelevatory.com/podcast. And, Kate, we normally end with a bit of a parting thought. I know you've given us so much thought for this episode but whether it's something you want to repeat that we've already discussed or just an additional insight that you want to share. I'd love to kind of hand the reins over to you around a bit of a parting thought based on what we've chatted about.
Kate McKibbin [00:37:45] I think my parting though would be just figure out what is going to work for you and give it some time. Just go and commit to it. Commit to it for 90 days. Give it some time and then like I said go check out and see what's working. Tweak, reassess, keep going because having that content sorted is one of those things that will reap so many benefits. But what you have to do is make sure it's working smarter and not harder and you have to make sure it works for you. So, come up with your plan. Give it 90 days, tweak, re-evaluate, do it again and you'll be amazed at the difference a couple months from now has made.
Flori Pyke [00:38:25] Love it. OK. Thank you so much, Kate. It's been a lot of fun.
Kate McKibbin [00:38:29] Yeah. A pleasure. Thank you for having me.
Flori Pyke [00:38:31] Absolute pleasure. All right ladies. That is a wrap. And, as always to our listeners remember to elevate your business game.
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