In this episode, Christina delves into the critical topic of content marketing, addressing why many businesses struggle to see results from their efforts. Drawing from her recent blog post, "Why Content Marketing Isn't Working and How to Fix It," she emphasizes the importance of having a clear content strategy aligned with business goals. Christina discusses common pitfalls, such as creating content for the sake of consistency and over-reliance on AI tools, which can dilute the human touch in marketing. She offers actionable insights on setting clear objectives, understanding the target audience, maintaining consistent messaging, and diversifying content formats.

KEY TAKEAWAYS

• Content marketing without a clear strategy is likely to fail. It's essential to align content creation with business goals and audience needs to avoid creating content for the sake of it.

• Utilizing a mix of content formats—such as blogs, videos, podcasts, and infographics—can help reach different segments of the audience and keep the messaging fresh and engaging.

• Outsourcing can be a valuable strategy for businesses that struggle with content creation. It allows access to expertise and creative insights, freeing up time to focus on core business activities.

• Establishing specific objectives for content marketing efforts and regularly measuring performance is crucial. This helps identify what resonates with the audience and allows for optimization of future content.

• Maintaining consistent messaging across all platforms is vital for building brand recognition and trust. Businesses should focus on a few core messages that clearly communicate their value and address audience pain points.

BEST MOMENTS

"Content marketing without a strategy is essentially a recipe for failure."

"If you are just putting content out there to tick those boxes, then it ends up becoming a bit scattergun."

"Outsourcing allows you to access people like me, the people that are in this every day, seeing what works, what doesn't."

"Every bit of content should serve a purpose. It should be intentional."

"Content marketing isn't working for many businesses because they're focusing on producing content, not the strategy behind it."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina engages in a thought-provoking conversation with behaviour specialist Andy Baker. They explore the complexities of behaviour management, particularly in the context of neurodiversity, and how understanding behaviour as a form of communication can transform interactions in both personal and professional settings. Andy shares his extensive experience in the health and social care sector, emphasizing the importance of empathy and the need to approach behaviour with curiosity rather than judgment.

KEY TAKEAWAYS

• All Behavior is Communication: It is crucial to understand that behaviour, whether it's a child acting out or an adult struggling, is a form of communication.

• Be a Detective, Not a Judge: Instead of jumping to conclusions about someone's behaviour, it's important to investigate the reasons behind it.

• The Importance of Self-Esteem: Many individuals, especially those who are neurodivergent, may struggle with self-esteem due to repeated negative feedback about their behaviour.

• Understanding Neurodiversity: Neurodivergent individuals, such as those with ADHD, may process information and respond to situations differently.

• Flexibility in Expectations: It's vital to adjust expectations based on an individual's developmental level rather than their chronological age.

BEST MOMENTS

"The general premise is that all behavior is communication. I'm telling you something; I may not like the language you're using, but I'm communicating that at least I'm not happy."

"Your response is your responsibility, right? Because we're the adults in that situation."

"If I look at something like ADHD, one of the analogies I love for understanding attentiveness is like the bingo machine analogy. Some individuals with ADHD, their brain is like a bingo machine."

"It's almost like I hate it when people say everyone's on the spectrum. I hate when people use the spectrum as an excuse."

"If a kid doesn't know how to behave, then we should teach them. But there's still a philosophy there of sometimes punish them."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

ABOUT THE HOST

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them!

LinkedIn

Twitter

Website

In this episode of the Christina Talks podcast, Christina delves into the concept of becoming a thought leader and positioning oneself as an expert in their field without coming across as egotistical. She discusses the importance of focusing on the value you bring to clients, highlighting benefits rather than personal accolades, and sharing success stories that build credibility. Christina emphasizes the need for authenticity, defining your niche, and using data to support your insights. By maintaining a genuine passion for helping others and continuously evolving, listeners can effectively position themselves as trusted advisors in their respective industries. Tune in for actionable strategies to enhance your personal brand and attract more business opportunities.

KEY TAKEAWAYS

1. Focus on Value and Benefits: Position yourself by emphasising the value you bring to clients and the benefits they receive from your services, rather than boasting about your own achievements.

2. Share Success Stories and Testimonials: Highlight client success stories and let them share their experiences. This builds credibility and trust more effectively than self-promotion.

3. Identify and Address Pain Points: Understand the challenges your target audience faces and provide actionable solutions. This positions you as a problem solver and keeps your audience engaged.

4. Maintain Authenticity: Communicate your passion and care for your work. Authenticity resonates with people and helps build a genuine connection, making them more likely to trust you.

5. Stay Adaptable and Evolve: Continuously learn and adapt to changes in your industry. Share new insights and experiences to keep your messaging relevant and dynamic, reinforcing your position as a knowledgeable expert.

BEST MOMENTS

"The more we can do this without selling, actually, the more business opportunity comes our way."

"Talk about the benefits, not just your own experience. Share the testimonials. Let other people do the talking for you."

"Authenticity is about communicating how much you care about something."

"If you give them 75% of that solution, you are positioning yourself as the person that has the rest of that answer."

"It's the passion that really positions you. And you've got to allow people to see that."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

ABOUT THE HOST

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them!

LinkedIn

Twitter

Website

In this episode, Christina is joined by the dynamic Gary Das, a multifaceted entrepreneur, coach, and mentor with a wealth of experience in financial services. Gary shares his intriguing journey from temporary jobs to becoming a successful mortgage expert and business owner, highlighting the challenges he faced along the way, including the impact of the credit crunch and the importance of personal growth. Gary also discusses his innovative program, "Leads to Lifestyle," which emphasizes achieving balance in business and life through strategic planning and incremental growth.

KEY TAKEAWAYS

• Recognizing personal responsibility in business challenges is crucial. Acknowledging that one may be the bottleneck in their own business can lead to significant growth and improvement.

• In industries like financial services, building a personal brand is essential. Clients prefer to connect with individuals rather than faceless companies.

• Implementing a seasonal structure for business activities can enhance productivity. By aligning tasks with the natural rhythms of the year, entrepreneurs can focus on strategic planning, execution, and reflection at appropriate times.

• Choosing the right mentor is key to success. It's important to find someone who has relevant experience and can provide actionable insights rather than just theoretical knowledge.

• Building a strong team with experienced individuals can free up time for entrepreneurs to focus on high-value tasks. Effective delegation is essential for scaling a business and maintaining a healthy work-life balance.

BEST MOMENTS

"I realized I was the problem... I can't continue to keep doing this. It must be me."

"People still ring up and say, you know, I interviewed Neil Patel... and they expect me to do their SEO."

"You need to have a stack of cash to be able to do it because I've bought 100 before and got no sales."

"You're not paying me to be nice to you. I will care for you and I will love you, but you're paying me to get a result."

"I think balance is one of those really tough things as a business owner and an entrepreneur that is hard to deal with."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina shares her thoughts on the importance of recognizing that not everyone wants or needs your help, particularly in the coaching and marketing realms. Drawing from her experiences with coaches, consultants, and business owners, she emphasizes the significance of understanding your audience and targeting the right people with your message. Christina discusses the frustrations that can arise from ineffective marketing efforts and the necessity of focusing on delivering value rather than trying to convert every prospect. With a candid and passionate tone, she encourages listeners to engage in meaningful conversations, listen actively, and prioritize quality over quantity in lead generation.

KEY TAKEAWAYS

• It's important to recognize that not everyone is seeking assistance or coaching at any given moment. Understanding this can help avoid frustration in conversations and marketing efforts.
• Effective marketing requires knowing your audience and ensuring that your messages are directed at those who genuinely need your services. Conducting market research can help identify the right target group.
• Focusing on generating a smaller number of highly qualified leads is more beneficial than trying to attract a large volume of unqualified prospects.
• When creating content or engaging with an audience, prioritize delivering value rather than pushing for conversions.
• Pay attention to the responses and feedback from your audience. This listening approach allows for a better understanding of their needs and helps tailor your offerings accordingly, rather than imposing solutions they may not want.

BEST MOMENTS

"Not everybody wants or needs your help... sometimes it's just not appropriate."

"If you talk to everyone, you're talking to no one."

"It's about targeting the messages. It's about being realistic when it comes to what we're putting out there."

"I'm not hung up on converting everybody into a Christina fan... I do that based on trying to create valuable thinking points."

"Start from a place of offering value. Don't try to ram what you're doing down everyone's throats."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina is joined by Rebecca Shannon, who identifies herself as the "queen of heart-led leadership." The conversation delves into the essence of heart-led leadership, emphasizing the importance of leading from a place of empathy, vulnerability, and self-awareness. Rebecca shares insights on how to connect with one's inner leadership and make decisions that align with both the heart and gut instincts. They discuss the challenges many face in practising self-love and kindness, highlighting societal beliefs that often label self-care as selfish. The episode also introduces the concept of being a "time warrior," focusing on how individuals can shift their mindset around time management by prioritizing their intentions and setting strong boundaries.

KEY TAKEAWAYS

• Leading from the heart involves connecting with empathy and vulnerability, allowing leaders to inspire and motivate others by being authentic and open. This approach emphasizes that true leadership begins with self-awareness and emotional intelligence.
• Effective decision-making should involve a holistic approach that includes the mind, heart, and gut. By physically connecting with these areas and seeking alignment among them, individuals can make more informed and heartfelt choices.
• The concept of being a "Time Warrior" focuses on how individuals can shift their mindset about time management. Instead of relying solely on tools and techniques, it emphasizes the importance of being intentional about priorities and commitments.
• Many struggle with self-love due to societal beliefs that prioritize caring for others over oneself. Practising self-love is essential for personal well-being and enables individuals to better support those around them
• Embracing vulnerability is crucial for effective leadership. It allows individuals to connect deeply with others, fostering trust and collaboration. Recognizing and addressing one's own needs is not a sign of weakness but rather a demonstration of strength and self-awareness.

BEST MOMENTS

"When we drop into our hearts and lead from there, something very different occurs, and we get more from ourselves and our lives than when we come from just up here."

"I consider myself to be very much a heart-led leader... I've embraced that part of me that is an empathetic leader."

"Our problem is not procrastination. Our problem is priorities. If my heart isn't in something, I haven't prioritized it."

"If I love myself, I can love you more. But because we've been taught that that's not true, we love everybody else and then have nothing left for ourselves."

"There's this fear of recognizing vulnerability as weakness, where no, it isn't. Recognizing that doing something about it, that is strength."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina explores the importance of effectively communicating the experience of working with your business through social media content. She emphasizes the need to balance industry-related insights with the direct promotion of services and products. Christina shares practical strategies for showcasing behind-the-scenes moments, client interactions, and testimonials to build authenticity and trust. She also discusses the value of case studies and educational content in demonstrating expertise and creating emotional connections with potential clients.

KEY TAKEAWAYS

• It's important to balance industry-related content that addresses pain points with content that directly promotes your services or products.

• Sharing behind-the-scenes insights, such as daily operations and client interactions, can effectively communicate the experience of working with your business.

• Collecting and sharing testimonials, especially in video format, can enhance credibility and trust. Highlighting client stories and their successes can provide valuable insights to potential clients.

• Detailed case studies that outline challenges, solutions, and specific services used can demonstrate the effectiveness of your offerings and showcase your problem-solving abilities.

• Sharing educational content, such as tips and insights, positions you as an expert while also illustrating how your services have positively impacted clients, fostering an emotional connection with your audience.

BEST MOMENTS

"Testimonials can work really, really well. And I think when you can capture them in that way, where there's a bit of joint value there, that's even more impactful."

"It's not just about positioning yourself as an expert. It's not just about selling your stuff. It's about creating an emotional response in people. And let's face it, I would hope you do what you do because you love it."

" 'Oh my god, like it actually works, you guys know your shit'. That's a direct quote, by the way."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina interviews Kane Baron, an expert in the world of podcasting and a prolific member of Progressive Media. They discuss the journey of podcasting, the challenges new podcasters face, and how to make a podcast successful. Kane shares his personal experience of transitioning from a law degree to digital marketing and eventually into podcasting. He emphasizes the importance of consistency, building a back catalogue, and engaging with the audience through competitions and giveaways.

KEY TAKEAWAYS

• Building up a back catalog of content is crucial to avoid running out of content and maintain consistency.

• Tying a relaunch to a specific reason, such as an anniversary or a special event, can help create momentum and interest.

• Hosting a competition or giveaway related to the podcast's target audience can incentivize listeners to engage and potentially convert into paying customers.

• YouTube is predicted to become a central platform for podcasts, emphasizing the importance of incorporating video content into podcast strategies.

• While AI content may be useful in the short term, it is expected to lose effectiveness over time, highlighting the importance of authentic and engaging content creation.

BEST MOMENTS

"The number one way to monetize it is selling your own stuff. It leads into your business 100%."

"Podcast downloads are anonymous, so nobody can see it. So Apple charts is like the UK top 40, right? Every Sunday that you've released your top 40, there's some sort of credibility."

"YouTube will be the future of podcasting for sure."

"Rob wanted the benefit of the staff and people doing all the hard work and the difficult things with podcasting and social media for him. He just wanted to interview people he found interesting, and he wanted to make a living doing it. And then basically, in comes me, and he was like, oh, cool, you manage these things. And I'll go out on the road and I'll record all these podcasts."

"I was struggling to make the time to sit down and record my solo episodes. I kind of, I felt like I'd peaked with guests and I'd had some amazing people on."

VALUABLE RESOURCES

Kane's Instagram

Kane's LinkedIn

Email: [email protected]

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In this episode, Christina considers the power of asking the simple yet impactful question, "What can I do for you?" She emphasizes how this question shifts the focus from oneself to the person being asked, making the conversation more about them. Christina discusses how asking this question in various contexts, such as sales, marketing, and personal relationships, can lead to more personalized and tailored interactions. 

KEY TAKEAWAYS

• Asking "What can I do for you?" is a powerful question that shifts the focus onto the other person, making the conversation about their needs and desires.

• This question can be used in various contexts, such as sales, marketing, relationships, and even with family members, to show genuine interest in helping and supporting others.

• By asking this question, one can tailor their services or assistance to meet specific needs, creating a more personalized and impactful interaction.

• Acting on the answer received from asking this question not only feels good but also demonstrates authenticity and selflessness in helping others.

• Incorporating this question into conversations can empower the dialogue, create intentional support, and ultimately strengthen relationships and connections.

BEST MOMENTS

"What can I do for you? It shifts the focus from you to the person you're talking to. It makes the conversation about them."

"If someone does something for me, I'm asking, you know, it's one thing to say thank you, but to follow that up with, is there something I can do for you?"

"It's massively powerful. Business-wise, asking that question can just empower the whole conversation that you're having and is something I invite you to do."

"It's so powerful in terms of building relationships with people, not just your clients, but all of your contacts, even with family members."

"It's massively powerful. Business-wise, asking that question can just empower the whole conversation that you're having and is something I invite you to do."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!

In today's episode, Christina interviews Stewart Roberts, owner of Maia Kai, on the importance of understanding finances in business. Stewart shares his extensive experience in the back office accounts and funding side of recruitment for over 24 years. He highlights the value of non-exec finance advisory services for recruitment agencies and emphasizes the need for directors to have a solid grasp of their financials. 

KEY TAKEAWAYS

• It's crucial for businesses to prioritize understanding their finances from the very beginning.

• Hiring a non-executive financial director can provide valuable insights and guidance, even for smaller businesses.

• Monthly management accounts can help businesses stay on top of their numbers and make informed decisions.

• Outsourcing tasks like bookkeeping, accounting, and IT can be cost-effective and efficient for businesses of all sizes.

• Accountants should not only provide financial services but also actively help businesses succeed and grow.

BEST MOMENTS

"I think people think if they get these softwares it's going to actually eliminate the need of their accountant."

"I always say to get monthly management accounts. I know a lot of people would say quarterly. I think monthly, really, you've got to know what your numbers are on a month by month basis."

"I think that accountability piece is really important, especially in those smaller organisations, when there's no one to have those hard conversations with."

"People don't understand things like VAT, corporation tax and things like that, so what they will quite often do is they'll look at their bank account and use that as a judgment on how successful their business is."

"I've had some bad luck with accountants, right? And a big part of that was over-reliance on automation by the accountant without something strong enough on my part, as well as theirs, to make sure that where we were relying on automation, that things were getting picked up, checked."

VALUABLE RESOURCES

Christina Talks Podcast

https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/

https://twitter.com/christinamc80?lang=en-gb

https://www.green-umbrella.biz/

https://www.linkedin.com/in/christinarobinson2/?originalSubdomain=uk

HOST BIO

Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player.

For small businesses, the tools are just as accessible – you just need to know how to use them!