If you’re struggling with marketing fatigue, this episode of the Know, Like & Trust Show with Britney Gardner is a must-listen.

I’ll walk you through a time when I had a problem with marketing fatigue. I found I was doing a lot of work, but not seeing the desired results. When I decided to take a step back, I realized how much of what I was doing wasn’t actually necessary. I learned how to pare down my marketing activities, set boundaries, and focus on the important things. It’s made a world of difference in my business and I’m sharing to help you avoid content burnout as well.

In this episode, you will learn the following:

* Content burnout – how to combat it* Why content batching will decrease your fatigue* How to set boundaries and say no to marketing opportunities* How to measure your results from content marketing

Listen to this episode on:

Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe

Highlights in this episode:

[00:00:39] Why content burnout and marketing fatigue is a danger to your business

[00:01:50] – Braces fatigue and how it relates to content burnout

[00:03:40] – Managing marketing fatigue with three steps.

[00:06:07] – The first step to overcoming marketing fatigue

[00:09:45] – Personal story on minimizing busywork

[00:12:29] – Putting it all together to avoid marketing fatigue.

Article

We’re going to talk about Content Burnout this week. I know, such a fun, sexy topic, right? Here is the reality: content burnout is no joke.

And I know I’ve shared a ton of info heavy on content strategy, content frameworks, and various different multistep processes you probably want to follow for a robust and easeful content strategy online. But it’s still a lot of steps, and it’s time for a little break, a little diversion, shall we say, into what content burnout is, what marketing fatigue is, and why we want to avoid them. 

What is marketing fatigue?

Fatigue of any kind will lead to overall burnout in your business. That’s not great! And I’m talking about any kind of fatigue: 

* physical fatigue* emotional fatigue* definitely marketing and content fatigue. 

And any time you feel like something’s just never done, and you have to keep on at it (like being on that content creation hamster wheel), it will eventually cause a big problem in your business.

So how are we going to address it?

Do you find yourself: unseen, unheard, and unimportant because your content isn’t getting any attention; bored and frustrated because you’re not sure how to make your content interesting; and feeling untrustworthy and unsure because you don’t know how to come across as an expert? Then this episode is for you! 

You will learn: 

* What is the difference between sticky content and monopoly content? * How do you make sticky content? * How to balance your content plan depending on your current goals.

Highlights in this episode:

[00:00:06] – Know like and trust.

[00:01:20] – What is content.

[00:03:05] – What is sticky content.

[00:07:44] – Why do i talk about monopoly content.

[00:10:20] – Monopoly on steroids.

[00:12:01] – Creating sticky content.

[00:15:13] – Your brand promise.

[00:16:13] – The importance of having a best client.

[00:18:04] – Know your best clients.

[00:20:16] – Thinking differently about your problem.

[00:23:29] – Thank you for listening.

Blog Post

We’re going to be talking all things content and definitions today because there’s a lot of misconceptions out there. And if we’re going to use content as the backbone, the cornerstone of our authentic automated marketing plan, we should probably have a good baseline that we’re all coming from. So in this article, we’re going to be defining what content is, the difference between sticky content and monopoly content, and how to balance your content plan depending on your current business goals.

What Is Content?

So let’s dive into what is content. Content, very simply put, is anything you’re putting out there. That webinar, that summit you appeared on, an Instagram post, that cringeworthy TikTok you filmed last weekend would really prefer no one to ever see… All of those things are content.

But also the email you just wrote to your list a few days ago. Beyond that, that post you put on LinkedIn, even if it’s just sharing somebody else’s post, all of those things are content.

Content, very simply put, is anything you’re putting out there.

And when I talk about content in this article, I want to make it very clear anything you share is content, but sometimes you share off the cuff things. Here, I’m talking about the intentional content. And when I’m talking about intentional content, I’m not necessarily including something I legitimately posted on Instagram stories yesterday, which was the beautiful Portland City escape, Mount Hood, hazy in the distance, and my lunch in the foreground with a simple caption of “lunch with a view.”

Am I sharing a little bit of my life showing you that, yes, I go places and I do things and I enjoy things? I am. I am sharing my life, and I’m helping you make a connection with me. But that’s not intentional content, and there’s a time and place for that. But that’s not what I’m talking about in this article. I’m talking about sticky content and monopoly content.

So let’s dive into those definitions. And some of these definitions will come from past articles and podcast episodes.

This podcast episode discusses the three types of content to include in your visibility plan to build trust with your audience and accelerate your business. You will learn how to create content that is essential for any marketing strategy. If you’re struggling to build a visibility plan, feeling frustrated with your marketing, or just want to understand the three types of content for marketing, this article is for you.

In this episode, you will learn the following:

* The three types of content to include in your visibility plan.* Why people have a love-hate relationship with content.* The BE SEEN method for marketing and content creation.

Highlights in this episode:

[00:01:18] – What a year it’s been.

[00:03:27] – If you have a good visibility plan, you don’t have to spend all your time executing it.

[00:06:33] – To get the most out of this episode we need to clear the air.

[00:07:16] – When all you put out is “how to” content you miss the boat on gaining clients.

[00:09:19] – There are three types of content for marketing.

Content, Schmontent

We’re going to be talking all about your love-hate relationship with content, or, more appropriately, what to do about that love-hate relationship. And how we go from love-hate to love-love-hate. 

We’ll also discuss the three kinds of content to include in your visibility plan. Yes, three! It is a simple thing. We don’t need to make this complex. We don’t need to make it scary. They are:

* content that talks about what and why you do what you do* content that shifts beliefs and* content that builds connections

Why People Have a Love-Hate Relationship With Content

I know that hate is a strong word, but we’re going to go with it, right? It’s okay. Sometimes I even get annoyed at my content requirements or what I’m putting out there. I’m just not in love with it. It’s okay. We’re all there sometimes! Anyone who says otherwise is a liar. 

You feel like you have to create content all the time

I hear a resounding theme for why small business owners are feeling that way: content feels unending. Their days and weeks may already be a slog, and it’s yet another thing to add to the list. A lot of them feel like they don’t have a plan in place for them to show up consistently.

You know that I’m all about consistency, building your know, like, and trust factor. You can’t build that trust if people don’t know who you are. And then if you aren’t putting yourself out there enough for them to decide whether they like you… I mean, good luck with the rest, right?

Marketing is not your passion

Service businesses, coaching businesses, course creator businesses…they got into business to do X. And marketing is definitely not part of X, it’s Y, or Z or Triple C…or something, right? It’s not what they wanted to do is the point here.

So if content and marketing are not what you got into business to do, I have something you’re going to love to hear. And that is you don’t have to be doing it all the time. You don’t have to be on the hamster wheel of marketing. You don’t have to be on the never ending slog of content creation, just to get clients into your business.

Get your business content organized and systematized for success! I’m here in this episode and blog post to explain how to organize and manage your content for business success. I suggest three key elements to make content creation a regular, easy part of your business: a content system, a content database and a strategy.

I also explain how these three things play together. Most business owners have years of content under their belts, but they don’t have a good way of organizing it.

Highlights in this episode:

* [00:03:05] – How often will you be posting and creating.

* [00:04:13] – What are your content buckets.

* [00:06:28] – What is a content system.

* [00:08:37] – The content database.

* [00:14:41] – When you have an arsenal of content, use it consistently.

The 3 Things You Need To Make Content Creation Easier

If content creation is taking over your life, there are 3 things you need to tame—so you can permanently clear your content chaos:

* The system–how to systematize your content planning and execution

* How to use a content database to track your content’s performance and ease into repurposing

* The strategy that tells you what to create and when to create it  

Let’s see how these three play together, how you’re currently using them (or finding holes for them) in your business.

Strategy

I know I mentioned strategy third, but I’m going to start there because both the system and database will depend a bit on the strategy. When I work one-on-one with a client, we have to map a few things out before we can create their strategy!

What platforms are you on?

These are the questions we need to answer before we can move beyond the strategy stage:

* What social media platforms do your people hang out on?

* What kind of medium are you most comfortable in?

* Where can you stretch just a little to make sure these two areas meet well, your own perfect little Venn diagram?

If you’re great on video, the world is your oyster. You have plenty of repurposing power and most social platforms are video friendly, if not video required at this point.

If, however, you’re text-heavy and you’re not interested in video or audio as your primary delivery method, then you’ll have to be more choosy about platforms. LinkedIn and Pinterest, though not exactly a social platform and more of a search engine, are your best bets. If your best client isn’t heavy on LinkedIn or Pinterest, though, we’ve got some hard decisions in your future.

How often will you be posting and creating?

For most of my clients, I recommend one big piece of content per week, then breaking it down–we’ll get more into that when we hit the systems section. This is a question you need to answer based on your lifestyle. Committing to two weekly live streams will be a tough order if you’re working 15 hours a week.

What are your content buckets?

Content buckets keep you on brand with your content, consistent in messaging, and help you build authority faster than anything else in the content world.

Are you looking for tips on how to create content that is both effective and engaging? You will learn how to create content that is both effective and engaging.

Deirdre Tshien is the cofounder and CEO of Capsho, the world’s first AI-powered podcast copywriter. She is the author of Honey Trap Marketing, and host of The Grow My Podcast Show, and the Podcasting Entrepreneur.

Topics discussed in this episode:

* Why repurposing might not be the best option for you* Content Honey Traps

Here’s a breakdown of what is covered:

[00:01:52] – How Deirdre got to where she is now.

[00:05:58] – During the time of the Pandemic, New York was very empty and the city shut down. It was an interesting time to be in New York. It forced the company to think differently about how it is that we use things like social media, and it made them think about their business.

[00:08:58] – What made Deirdre realize she was going about content repurposing wrong. The old way of repurposing is no longer giving the results.

[00:11:05] – What is this world of social media?

[00:23:40] – Get more information about Capsho

Quotables:

The only differentiator is you. So you have to start telling your stories. You have to be putting yourself out there. – Deirdre TshienClick To Tweet

You are not helping all entrepreneurs. You have to pick a niche. – Deirdre TshienClick To Tweet

You already know the value of storytelling. I don’t have to convince you of that. – Deirdre TshienClick To Tweet

You want to be creating that curiosity to make them take the next step with you. – Deirdre TshienClick To Tweet

More on Deirdre:

Instagram | Website | LinkedIn

Other episodes you’ll enjoy:

* Content Automation: 3 Methods* How to Show Up With Consistency

In this episode of the Know Like and Trust Show, Britney Gardner explores why Facebook ads aren’t dead, why organic marketing has to be in place before paid marketing, and why she isn’t running ads right now. 

I’m not running Facebook ads right now, and I wanted to share why. You’ve probably heard that ads are dead, but they’re not. Bad ads are dead. I’m not running ads because I don’t know the goal of my ads. I could run ads to build my list, but what’s the point of a big list if I can’t make more revenue from it? I’m not ready to run ads yet, but I will be soon. I’m working on my organic content strategy first.

Topics discussed in this episode:

* Why Facebook ads aren’t dead, even if you might have heard they are. * Why your marketing, specifically organic marketing, has to be in place before paid marketing. * Why I’m not running ads right now and what I’ll do before I start them up again.

Here’s a breakdown of what is covered:

[00:01:50] – Facebook ads aren’t dead.

[00:03:45] – Ads are not dead.

[00:06:04] – Ads that work, according to Jenny Singh and Chrissie Riese.

[00:07:34] – My current organic marketing strategy.

[00:11:42] – Different audience needs and lists.

[00:12:29] – Will i run ads again?

Quotables:

Content, offers, measuring. It’s hard for me to separate them because they blend and flow. They kaleidoscope into each other. – Britney GardnerClick To Tweet

Facebook ads aren’t dead and it isn’t that I won’t run them again. It’s an acknowledgment that I’m not ready for them right now. – Britney GardnerClick To Tweet

Your advertising can’t just be pretty or flashy–it’s got to have substance. – Britney GardnerClick To Tweet

A good content plan starts with making on-brand content, measuring the results so you can see what resonates with your people, and then multiplying those efforts by repurposing what brought leads into your business. – Britney Gardner

This week on the podcast, we’re talking with Patti Zorr, a book marketing strategist helping authors scale their business with their books. She shares her story of starting a book launching business and how to market your book and use it to connect more deeply with your audience. I am excited about this conversation, as I have never covered this topic on the podcast I hope there are authors in my audience who will find this helpful!

Topics discussed in this episode:

* How Patti started her book launching business* Knowing the key factors that drive book sales* How QR codes are shaping the book marketing strategy* Why you should be giving extra value to your readers* Why every author needs a book sales funnel* How to build a responsive author email list

Quotables:

You have to think of your book as a product, and like any other product or service, you must market it and tell people about it. – Patti ZorrClick To Tweet

The author’s goal is to make an impact on their readers — giving them some extra value so they will be more connected to you. – Patti ZorrClick To Tweet

Lead with value, serve first, and fill that know, like, and trust factor. You’re bringing your reader in, giving them value, and getting them to trust you. – Patti ZorrClick To Tweet

A great way to expose people to your book is to get them to read the first chapter, get a taste of it, whet their appetite, and then make them want more. – Patti ZorrClick To Tweet

Once you have a book, you’re constantly marketing it, and like anything, it takes time. – Patti ZorrClick To Tweet

More on Patti Zorr:

If you’re feeling frustrated because you’re not ranking higher in search engines, then this episode is for you! SEO for your personal name? Yes, it’s a thing! Here’s how to do it:

“Don’t let a Googling surprise happen to you.”

I was at CEX a few months ago when I got a surprise. They gave us name tags with our name and a QR code on it that led to a Google search results page for our name. When I Googled my name, I was shocked to see that I didn’t come up first. In fact, I wasn’t even in the top three. Someone else with a similar name had taken my spot. This made me realize that I needed to work on my personal SEO. I needed to make sure that I was coming up first when people searched for me. I started by making sure that all my social profiles had the same picture and bio. I also worked on getting some quality backlinks. I made sure that any time I was mentioned in an article or podcast it linked to my website, not my social profiles.Here’s a breakdown of what is covered:[00:00:06] – Have you googled yourself recently.[00:01:17] – Keyword seo vs personal SEO.[00:03:15] – How to rank for your name.[00:04:06] – Common names and google results.[00:09:46] – Three things to boost your personal seo.[00:13:25] – Your about page.

Topics discussed in this episode:

* Knowing the difference between keyword SEO and personal SEO* How to get found online when you have a common name* Three types of content that will level up your personal SEO

Quotables:

As a business owner or entrepreneur, whether you are running a business with 100 people or a micro business, googling yourself is something you need to be doing. – Britney GardnerClick To Tweet

Googling yourself is not vanity but actually a business activity. – Britney GardnerClick To Tweet

If you have a common name, make sure that you overwhelm other mentions of your name. – Britney GardnerClick To Tweet

You want to ensure you have accounts on different social platforms, but you don’t have to spend much time on them. You just want a presence. – Britney GardnerClick To Tweet

Allow the search engines to connect the dots about who you are, what you stand for,

This week on the podcast, we’re talking with Amisha Shrimanker, a launch copywriter for digital products and a growth revenue consultant. She shares her story of starting a copywriting business and exceptional advice on how to launch your first program as well as the process for relaunching your current programs to become the hero of your offerings. Tune in to this week’s episode for more details. 

Topics discussed in this episode:

* How Amisha started her copywriting business* How Amisha optimizes offers for her launch copy clients* Knowing how to use different sources of information to maximize your offers* Why the extra layer of human touch is essential for your coaching calls* The importance of asking the right questions when it comes to improving your offer* Why it is crucial to extend the guarantee period for your programs* The importance of adding extra tiers to your offers* Amisha’s advice for first-time launchers* The importance of starting small when launching your first program* Amisha’s recommendation on how to prepare for an offer relaunch

Quotables:

People like to see the personal touch outside of the coaching program. – Amisha ShrimankerClick To Tweet

If you’re launching something for the first time, consider it as a startup program. Do something small to get the first quick win. – Amisha ShrimankerClick To Tweet

Don’t launch a six-month program if you’ve never launched a program before. – Amisha ShrimankerClick To Tweet

Smaller programs make it easier to deliver quick wins for the clients. – Amisha ShrimankerClick To Tweet

One offer, one promise, one outcome, one big idea. — let’s stick to that, and you’ll be fine for the first program you launch. – Amisha ShrimankerClick To Tweet

More on Amisha Shrimanker:

Hey there, everybody. Today on the Know, Like & Trust Show, we are discussing three different methods you can apply to your business for automated content creation. I will be sharing some of the best practices and resources I use, as well as their advantages and disadvantages, so you have clear guidelines when deciding what is good for your business.

Topics discussed in this episode:

* Three different kinds of content automation you can apply in your business* Best practices of repurposing and curating content* The pros and cons of repurposing your content* The importance of hiring a dedicated employee or content VA* The pros and cons of outsourcing content tasks to your VA* How to use AI tools for content creation and deciding if its right for you

Quotables:

Nothing is completely automated. Nothing! – Britney GardnerClick To Tweet

Repurposing doesn’t mean reposting the content exactly as you did the first time. Instead, you can add a new hook, a new story that can catch attention. – Britney GardnerClick To Tweet

Hiring a VA keeps you in your zone of genius. – Britney GardnerClick To Tweet

If you want to stand out above all the other content creators, you need to include your unique touch and personality so that people will pay attention and notice your content. – Britney GardnerClick To Tweet

Remember – people pay attention to you, and then they have to decide whether they’re interested. – Britney GardnerClick To Tweet

Resources Mentioned

* MeetEdgar* Buffer* Business During a Crisis #190* ClickU...