Marketing Chivalry isn't Dead - w/ Robbie Fitzwater

 Hey guys, happy holidays really looking forward to this episode of the Radical
 Company podcast. I think you'll get a lot out of it. I sat down with our
 growth marketing strategist, hear it, Radical, Robbie Fitzwater and I discuss the
 role of relationship marketing in today's landscape, the reality of organic
 social media going away, and the importance of that relationship and what we
 describe as chivalry with your existing clients and prospects, and how you
 have to build that relationship over time. Nothing happens fast and it's really
 back to branding and the importance of content and providing value to your
 customers. A lot unpacked here. Hope you enjoy it. Hey guys, it's Ryan
 Alfred. Welcome to another episode of the Radical Company podcast. I've said this
 a few times here lately, Robbie, but it's a holiday season and I'm behind, but I
 am stoked about the podcast. Everything, I feel like everything this time of
 year is just that slam time where everything's bumping up against next week.
 Next week everything is going to go silent for the next two weeks, but right
 now it's scramble. I know. So I've got to get a few more gifts, but we are here
 as always at Comradery, the co-work space in Greenville, one of our sister
 companies and the podcast studio. And so Robbie Fitzwater joins me today. He's our
 growth marketing strategist here at Radical amongst several other daily duties
 that Robbie has, including a somewhat of a new father, but welcome. Trying to figure
 that out. Yeah, it's good to be here. Robbie has a really detailed background on the
 marketing side, which we'll get into. He's also an ag-joked lecturer. Am I saying
 that correctly now? So I think I need to change it on my LinkedIn. It's
 technically lecture. So lectures, straight lecture. Yeah, so he's lecturing
 daily or daily here at Radical, but on the regular at Clemson University. So, you
 know, we don't just bring in people that say they know what they're doing.
 We bring in lectures that are telling our youth how to do it. Hopefully I'm
 educating the youth well enough, but yeah, the Clemson MBA program. So not
 just not always youth. A lot of times we're actually a little older than I am, but
 oh, you never go. It's always fun and get to talk about marketing. I enjoy it. I
 can talk for days. So you talk about digital marketing strategy last semester and
 social media strategy next semester. Oh, boy. I love it. Well, you get to
 somewhat practice what you're preaching. You know, both here at Radical, but then
 you get to preach there and practice here and elsewhere. So you're getting it all in.
 It keeps me fresh on the real world perspective side and then it keeps the
 content relevant on the teaching side. What's interesting about that is we'll just
 go down a bunny rabbit hole here early. That was the biggest miss for me, you know,
 a college at Clemson. I was like, these professors are like, I feel like they're
 wise, but not smart. If that makes any sense, I was like, I feel like what
 they're telling me is there's wisdom here, but I'm not sure how practical it is.
 So that was actually my rub, and that's one of the reasons I wanted to get into
 teaching. It was the gap that's happening. I previously, and again, before a few
 years ago, was actually the director of social media for Clemson University. So
 I don't want to get like, can get into background later, but was it Clemson
 University for a while? And while I was there, I always had a content team of
 student content creators that were on our team. They were kind of in the weeds
 making the donuts for our to develop content for the university. So it was great
 for them. They got a great experience and they learned a lot of the tools and
 skills they would need to use later on. They would all go on and get sexy
 marketing jobs. A lot of other marketing students weren't necessarily always
 getting marketing jobs because they're competitive. It's a bloodbath for
 marketing jobs. But for educators on the marketing side, it's tough because
 marketing digital marketing in general is a complete dumpster fire as a
 practitioner. Like you've got to work really hard to keep up. Let alone as an
 educator where you're trying to do a bunch of different things and then teach
 people how to do stuff. So just the space in general doesn't lend itself as
 well towards learning how to do it. And that was one of the reasons I wanted
 to get into teaching is if you can find kind of unpack what some of the
 durable ideas are about certain topic areas, then and make it translatable
 to people who aren't necessarily like foreign bread marketers. It will translate
 better for them and they'll be able to kind of take that and run with it and be
 way better marketer than I ever will be in the category they're looking to get
 into. Yeah, that's definitely unique for for I think most university. I mean
 I think they're starting to get there but it's definitely was not my
 perspective coming through school and you know I think there needs to be a lot
 more of that. So I think that's great for the students of all ages there. And
 it's always fun because ever before I did this every when I was at Clemson I
 would always get to speak in a like one semester I spoke at 22 classes just
 because there's there's teachers across the university who want to teach
 this content to their students but they they have never been in that role
 themselves. So getting to hear from a real practitioner really helped the
 students and really hopefully helps helps the teacher kind of gain different
 perspective but it was always just a blast to kind of get to help them learn
 and then kind of help them connect the dots of okay this isn't super
 complicated when you kind of boil it down like SEO search engine optimization it's
 kind of like a credit score it has multiple variables that impact your credit
 score so if you can understand that you can understand to kind of unpack what
 what these things entail or like for social or any digital channel yeah you get a
 lot of eyeballs in the front end but if that channel makes money from your
 eyeballs that that channel is going to become more and more it's going to become
 harder and harder to reach people as time goes on because they need to monetize
 that platform so you can kind of predict the way those things are going to move
 and if you have some of the durable ideas you can really start to apply them in
 different ways. I love it so Robbie you know I know we wanted to get into you
 know some of the foundational things that you preach are clients around
 content around social media around you know performance and growth
 marketing but maybe we've done it a little bit because we don't write it into
 the college side but maybe give everyone that's listening you know the the
 background on you and you know why the hell you're so damn smart. I'm crushing
 your judgment when you call me smart as a dumbest thing anybody can say no I'm
 kidding but I started I was really lucky I started doing marketing when I was in
 college I worked at a running shoe store in Fayetteville Arkansas and I this
 was 2007 2008 like early days of Facebook so Facebook was still the dark
 ages at that point so we decided to create a Facebook page for the store to
 try and sell shoes so again starting off in the kind of a wild wild west just
 sharing content seeing how it worked so eventually get to the point where we'd
 be selling a pallet of clothing before it even hit our sales from sales floor
 so we were able to kind of develop and cultivate an audience again this was
 pre-edering this was before any algorithms or on Facebook so everybody saw
 everything but we were able to kind of master that and find a way organic hey
 day oh my gosh it was wonderful it was like shooting fish in a barrel but we
 would have fun with it like if we'd get a shipment of women's apparel in I
'd grab one of my colleagues and myself and say like hey why don't we take a
 photo of this of of what we just got in and he's like okay and I was like oh
 yeah it's women's clothing too so be ready we post it on Facebook and just kind
 of have some fun with our audience and kind of a reverently joking but we'd
 have people commenting saying like hey save us save us small for me save
 a medium for my daughter and again we'd sell out before we'd never hit the
 sales floor kind of fast forward a few about a year so I started helping other
 other retailers and others other companies in the North West Arkansas area kind
 of do that for their own source so eventually started my own small consulting
 practice with about seven clients at one point and helping kind of them do
 their so do social media and they grew they had a lot of fun but was lucky enough
 to be in North West Arkansas and met some really smart people there who were
 kind of in the same I had the same ideas as I did where we wanted to kind of
 teach how teach those different groups how to do it so them telling their
 story as opposed to us telling their story for them teaching them how to
 fish and them teaching them the skills they need to thrive in the digital
 space they would do a lot better so eventually worked to start a company with
 a few people in North West Arkansas that we were able to kind of grow to a
 certain extent there had 20 27 clients or so and then my wife finished her PhD
 so we moved to this area and as opposed to working an agency I ended up
 working at Clemson so fast forward a little bit was a director of social media
 Clemson and then was it after that director of marketing at a place called
 freshwater systems here in Greenville and then took a step in a different
 direction one of the teaching thing and wanting to kind of work with a lot of
 different groups around the area so yeah here I am now and a kind of a war
 stories from the long period of time working in digital marketing but just kind
 of the right place the right time when I got to kind of get my hands dirty early
 early stages and then learn a lot of the skills that would translate into what I
 think content marketing is and how it can help businesses grow faster than grow
 more consistently and more sustainably than just about anything else yeah I
 you know a lot there to kind of to build from and I want to get down you know
 specifically down the content marketing gross strategies so the e-commerce
 stuff that we tackle every day with some our clients but you know I think it's
 fascinating people talk about it and I certainly hear you know the pros and
 people that are in marketing every day talk about that organic versus paid
 thing but I don't feel like you know for the small to mid-size businesses that
 we tend you know we're working at all levels here I don't know that they've
 quite even still grasped the change that's taken place the fact that a
 beautiful picture or a terrible picture or a funny post no matter how great it
 is sort of the dancing dentist or couple clients that we've hit it helped hit
 gold with those are exceptions but generally speaking it is paid a play and the
 organic side that that transition I still don't feel like is mainstream as it
 should be okay so you can put me on a soapbox everything in social and if
 you're gonna find success a lot of it's an arbitrage play it's basically just
 you're trying to find opportunities where there are not as many and especially
 like a place like Facebook if you Facebook's like New York if you can make it
 there you can make it anywhere and if you can start to if you can grow an
 organic community there that's great that's awesome it's not sustainable and
 once it changes you've got to stay ahead of the game and ahead of the curve to
 try and understand what's working what's not and then trying to evolve and
 change gradually to stay just another step ahead of the curve where you're putting
 more content kind of paying your dues to the Facebook gods and okay we'll do
 a Facebook live twice a week so we get a little bit of organic reach around
 those because they're pumping it through their algorithm really hard or hey
 LinkedIn video is crushing it right now let's share more video on LinkedIn in
 between other content that we'll use and have always done especially from the
 like at Clemson was always focused around selling different parts of the
 university and talking about different aspects of the university but trying to
 do that while not feeling stuffy or heavy-handed and then trying to keep
 people engaged in different times in different ways so it's you've got to have
 kind of a delicate balance of what's gonna work what's not gonna work and
 then always be testing something new and different but again if Facebook's got
 a monetized their platform they've got to monetize your eyeballs so those
 that they just tighten the tight in the faucet a little bit tighter a little bit
 tighter and eventually it's gonna kind of basically go away which is kind of
 the case right now but it's developing an audience and hopefully in some
 cases moving that audience over to where I like to spend a lot of time is
 email because for the most part Google's a little bit of a diva sometimes in
 the with their inbox in-box strategy of promotions newsletters and
 everything's strategy but you likely haven't you have an owned audience there
 where you're not fighting that algorithm all the time and you own your audience
 as opposed to Facebook or LinkedIn or Instagram owning your audience where
 that's gonna change that's gonna evolve but if you're learning the skills on
 those platforms they're gonna make you a better marketer so they translate
 directly to a place like email marketing yeah and do you think that I mean I
 feel like Instagram's crossed that you know that bill curving like you said
 Facebook's only other end of it it's almost that faucet's almost turned off
 completely you know we're we're what 10% of your active followers probably see
 your post at best if it's really good and then Instagram's kind of getting
 there fast as well LinkedIn is still there's some organic opportunity there
 I believe I see that with my own posts and then some of the clients that we
 have I do still think that there's some organic opportunity but it's just a
 matter of of time you know they're all gonna monetize at the highest level
 and look you know they exist to make money so I understand why they do it but I
 think it's an important education point for clients or people listening to
 this understanding what's happening on these platforms and back to your point
 owning the relationship not owning the customer but owning the relationship and
 being you know at the forefront of the of the communication channel and
 having an open dialogue that's not shut down through someone else's control I
 mean again like going back to early days of Facebook when they first
 introduced an algorithm or when when when Instagram released an algorithm or
 they're non-chronological newsfeed people were just knives and pitchforks out
 ready to go to battle with Instagram or Facebook but you've got to
 understand there's so much content nobody can consume all of it so you value
 either either got to get really good and be the best at what you're doing and in
 those cases sometimes the cream does rise to the top and where you're gonna be
 able to get your content seen but you've got to really understand how to keep
 evolving and changing because if what made you successful on Monday is not
 gonna make you successful on Friday and that window is getting smaller smaller
 all the time and with the kind of the fire hose getting becoming like the
 small drip eventually you've got to keep moving moving and changing and
 LinkedIn's got opportunities now because they don't have as much of
 established behavior on LinkedIn they're trying to move from what was like
 the person's digital resume to like LinkedIn used to be really stuffy and
 boring where it's like a digital resume that nobody really spends time on
 LinkedIn to where it's a value-added platform for people it's still they still
 need a pipeline of good content to keep people engaged with it because they
 want people to stay on the platform longer so their eyeballs if if
 content's good and does drive action their eyeballs are gonna keep people
 there and people are gonna use it more and more and it's it's a difficult
 battle you fight but it's it's something that you kind of have to deal with on
 those platforms or pay for it which is kind of the case where like Facebook it's
 like 33 cents of every digital ad dollar spent in the US right now because they
 are that behemoth they can afford they can really command that command that
 respect but again marketers are like like Facebook I was kind of
 joke about this Facebook or any social platforms like drug dealers like first
 taste is free next one's gonna cost you and they really kind of get people
 addicted to the eyeballs but then when they turn that off they make those more
 and more expensive and it you you're kind of seeing this play out on Amazon
 right now a lot of people are selling products on Amazon where those are
 Amazon's Amazon's customers and they don't necessarily have any real
 retention strategy around keeping those customers in the long run because
 Amazon's their Amazon's customers they don't have an email they don't have a way
 to follow up with them it's it's Amazon's marketplace yeah that's right
 Amazon just want to sell more they don't necessarily care more of what yeah no
 it's and they're taking 15% of those transactions they don't care and then
 the second time around they're not buying from you again they're buying from
 Amazon again and they're taking 15% of that and then the more they have to
 spend through ads there it gets more and more expensive and that ratchet kind
 of continues to go up and I think let's continue down that path a little bit
 which is kind of owning your customer relationship I think that plays right
 into it it's you know we we end up working with a lot of clients that some are
 already selling on Amazon some are considering it and you know they have
 decommissioned presence but they want to grow it but talk about the the
 reality of let's go a little deeper on that point with the you know the Amazon
 behemoth it is and what you know maybe marketers out there are clients out
 there that might be listening like you know you dance with the devil you'll
 get burned but under but we do understand that you know sometimes you do need
 to flirt yeah it's yeah it's delicate balance always know like keep your
 friends closing enemies closer where if you're spending a lot of time focusing
 on there you're you need to know it's gonna change like what is gonna find
 what's gonna be successful today is not gonna be successful tomorrow and
 they're gradually gonna follow the same trajectory as the social platforms
 where they want to own more a higher percentage of that transactional revenue
 every time and Amazon's a different beast because they're selling ads and
 selling and they're making at revenue from their ads and from their
 transaction on every transaction so if you're paying them for ads you're
 paying them to paying them for a service fee and you may even be paying
 Amazon for warehousing fulfillment you're paying a lot of money for Amazon and
 they've got this and for hosting your website probably hosting V everything's
 on Amazon web services like that'll be the next that'll be when like that'll be
 the next giant company is when they spend out Amazon web services off but you
 can pay for those eyeballs and pay for that attention but it's not gonna be a
 long-term game and if it's a reoccurring if it's a reoccurring purchase they
 also are trying to get private labels into those different spaces really quickly
 too so you're you're gonna be building your house and rent his land when you're
 getting into that into that space if again if that's the direction you want to
 go in it's a great place to have either a high high amount of I guess hopefully
 quick eyeballs quick revenue easy way to make a lot of it if you can own that
 specific category if you're in a really commoditized category it's not gonna be
 as profitable because you're gonna be playing that commodities game
 consistently where it's a race at the bottom if you own a specific product
 category and have a have enough demand to really supplement that then you're
 gonna be in a little bit more favorable position that you're not gonna get
 knocked off but you're eventually gonna get knocked off and Amazon's
 maybe the one doing that or a company that outsourcing out of China may do
 that to you too so depending on the product category there's some
 opportunity there but a lot of times it's gonna be it it's just not as
 profitable in the long run and that's where it becomes really difficult to make
 the value proposition in the long run because if you get become a great
 Amazon seller eventually maybe you can transition that over to your own
 platforms but it's a lot harder to do that afterwards when you're kind of
 become holding to Amazon for a larger portion of your revenue I love it when
 you tee up some of my like key points that I talk of glancing all the time it's
 called branding and if you do not establish a brand and when I say brand I you
 know it's not your logo it is your logo but it's not just your logo or your
 colors and all this and I think you know some people get caught up in that it's
 the relationship with your customer it's how you make them think feel and act
 and if you're making them think feel and act to go to Amazon to shop for you
 because it's quick easy and convenient and there's no real relationship you're
 in trouble and it's not that you don't want it to be quick easy and efficient
 but it needs to be done directly with you and you need to own the relationship
 and you have to do that with establishing key differences that are not
 commodity driven you know we work with clients that are in that commodity
 business and it's taking some time to get them to that next level but it's
 because they have to establish a brand you can't just you know it's not just
 build it and they will come it's not build you know if it's one thing if you
 can cure cancer great we can sell that you know but if you're not curing
 cancer and if you're if your product is in a commodity area then you have to
 build brand you have to build a relationship and you have to bring Amazon
 like experiences underneath your own umbrella and make them feel and be a
 part of something bigger than just the product so that's where I again kind of
 reiterating it like that's where I love the content marketing side of things
 because suddenly you can take a niche retailer or a niche group and they can
 really own an audience they can own a conversation and it's a time where the
 democratization of what's going on on all these platforms and social is kind
 of a microcosm of this is if you can build an audience you can drive that
 audience you see like a Cali Jenner I have no bearing on what I don't know much
 about Cali Jenner honestly because I'm probably more pop culture literate than
 it really should be but she monetizes her social platforms into a beauty line
 that just grows exponentially and has a valuation of billions of dollars like
 a Glossier starts a blog and then monetizes that blog where they'd suddenly
 one of the most revenue positive businesses around and kind of the gold direct
 consumer gold and child because they know their audience they can drive
 leverage that audience and they have a passionate group of people that are
 really devoted to that brand being successful like I had I spoke in a
 workshop recently where I had somebody who purchases Glossier in that in that
 room and I started talking about a Glossier case study that they have a
 they have a small private Slack channel of their super fans where they get a
 test products before they even hit the shelves and say hey would you buy this
 would you want to use this and you know how warm and fuzzy though and make it
 you want your customers feel like if they're a super fan they're gonna be
 shouting your name from the rooftops and if you can really own that and be
 their go-to stores for information for relevant for product relevant
 information relevant products that are gonna fit their lifestyle that they
 can help if your brand can help them tell a story about themselves then you
 really win and the brands that are doing it well and the opportunity that I
 think a lot of the internet offers for them in the direct consumer space is
 really exciting because nobody's gonna out Amazon Amazon they're gonna but
 you can out human Amazon and that human side of things and that human touch is
 what's really gonna be the different shade for a lot of these groups is if you
 can develop a human connection with your audience and you can really understand
 who they are what makes them tick and helps solve some of their problems then
 you're gonna be in a lot more favorable favorable position in the long run because
 you're you're like a friend that just helped them fix a flat tire like everybody's
 gonna love their friend that helped them fix a flat tire your that that social
 capital is being built time and time again and you're suddenly in their
 inbox a few times a week and they love you for it and they they feel it's
 valuable and I think that's the the difference between you know overwhelming
 people with marketing message and doing things without any trust or
 the credibility you know people want to I'll save the the college kid in
 in and with his girlfriend analogy that was going down but you know they
 want they want an instant gratification you know and it takes time and a
 relationship it takes time to build and trust takes time to build and again
 unless you have a product that's truly differentiated by the problem that it
 solves that no other product does are very few products then then you've got to
 do it through other ways means and ways and and yeah it's like like just closing
 way too hard it's like that middle school boy that just like can't just going
 in for the kiss going in and just like has no business doing what he should be
 doing and and that's where it's just there's so much there's so much nuance to
 it but like there's there's a relationship you want to build you want to build
 that relationship through consistency and not necessarily intensity like it's
 like a good relationship is probably has good positive quality interactions
 all year round is opposed like roses and everything and like over the top on
 just on Valentine's Day and nothing else you want to have consistency in that
 relationship and without that it's really difficult to to maintain it so
 developing relationships online is no different it's you want to be able to
 maintain consistently add value add value and if you're helping that person solve
 their problems if you're helping them kind of understand things differently
 and you're providing value consistently then they're going to feel differently
 about making a purchase because there are other come up there are other people
 who have sold t-shirts before but if you buy t-shirts from the keep person you
 care about then that's going to be something that you tell that's part of the
 story you tell about yourself in the value that they bring to you and that's
 what really I think is so many cases is going to separate so many groups is
 just their ability to tell their own story and to differentiate themselves from
 the knowledge they have and just bring that knowledge to the real to the to the
 real world through digital channels because they've already got it in their head
 generally but bring it bring it to digital space is really pretty easy for them
 if you just give them the right tools to do it yeah it brings me I think I was
 thinking when you were talking like the title of this podcast is going to be
 chivalry is dead but you can do a lot about it I mean like it is true but like
 it with brands now everybody you know it's easy to start a e-commerce
 company it's easy to start business you know everybody wants to be an
 entrepreneur and they want it yesterday and it can happen but you've got
 to there's got to be some story there's got to be some relationship building
 and that that kind of drip by drip by drip like trust is built in trust is
 built in drips and lost in buckets and if you can gradually start to build up
 build up build up and maintain that that it's gonna be easier for you to to
 leverage that audience than it is to just assume hey let's just pay for let's
 pay for everything and assume everybody's gonna be here right away because you
 have to establish a clear value proposition you have to have social proof you
 have to have a do a lot of those things you have to do them well and you have to
 give like just really care about the people you're selling to a lot of time
 too you have to know who they are intimately and you have to have a really
 clear understanding of what job that serves for them and if you can do that you're
 gonna be in a lot better place but it takes some time to refine and change
 and build and build and build but if you're in for the being you know if you're
 if you want to be an overnight success overnight it's not gonna happen if you
 want to be overnight success after five years then absolutely it's possible but
 it takes a lot of blood sweat and tears in between and seeing people do social
 see a lot of people understand what their story is understand who their
 audience is but then they fall flat on the consistency side of things and
 that's where it gets really hard because like you see people it's hard to
 tweet at five o'clock five o'clock on a Friday night like I don't you don't want
 to you don't care about at that point but if you put it into a system where
 you're consistently turning out good quality content it's gonna pay
 dividends because you're building relationships you're building an audience
 you're adding value over time and then you can always improve on it too which is
 the beauty of it because the stuff you did a year ago is gonna be so embarrassing
 for you you're from now that you're gonna be embarrassed of it but you have to
 start somewhere and that's kind of the beauty of it is you can start trying
 things and evolving and understanding your audience all the time you should
 always be learning something what's some practical you know back to you know
 kind of the overall thing here of content and content building in 2020 you I
 think you've unpacked some of that so far but maybe what's some of the more
 tactical recommendations that you'd have for people listening and you know I
 know you've spoken you know high-level philosophically about it but maybe you
 know there's any meat potatoes of practical advice for you know what to do
 with that next year so I'm I've done this I've been a big fan of this for a
 while now and just trying to eat it like make content as easy as possible it
 doesn't need to be reinventing the wheel every time you do something how easy can
 you make it like if you're an expert in the subject in the subject you're
 talking about even just finding a few different like a few different buckets
 that you want to talk about and then building out a few questions that you get
 it around those buckets all the time like what pain points do people have
 they're consistently and gradually answer those like what questions are
 going to help your audience do a better job of what of achieving the goal they
 have what's what questions do you get on a regular basis that people because if
 you're getting those questions on a consistent basis it's probably a seven
 other people that had the same question that never got answered and the more
 you can serve that audience the better you're gonna have the better chance
 you're gonna have like go to Google go to answer the public is a source I really
 like is if you have a a topic area you can find frequently asked questions
 around that topic area and harvest some questions around that and know that
 hey I have I have customers who like the X area I they have questions around
 this this and this like in a this something I did at freshwater systems we
 would take a product category we would find questions that were frequently asked
 in that category we would answer them we'd have one of our experts answer it
 in a video it was great because he could just go to town and talk about
 these things for days he doesn't have time to write a blog post so let's make a
 video about it let's transcribe that video make trans add that transcription to
 YouTube because it's gonna get indexed gonna get search traffic there
 organically so that automatically grows your audience it's also gonna be able
 to translate really nice into a nice clean blog post with really searchable
 terms because those are already highly searched questions it's gonna drive
 traffic for you on the organic side in the long tail but it's also some of you
 can distribute your audience because those are questions they probably have
 and they probably need those answered and if they see you as the expert then
 they're gonna see you as a valid valid source that information even if they
 don't see you as that expert if you're solving a problem for them you're gonna
 gradually build that brand equity over time and it doesn't always happen
 overnight but even if it doesn't translate into revenue coming in right away
 it's still value value value value you can add then when you do need to ask for a
 sale you can and like in that in that case like we had an expert talking about
 anything and everything water and he would just go to town talking about these
 things he's super nerdy about like I don't get as nerdy as he does about it but
 or there's a community of people that did and eventually like we'd send those
 out as an email and they'd make thousands of dollars and thousands of dollars
 in a day and then we can automate that into it into an email automation system
 where if you purchase in that category you're gonna get this eventually so you
 make sure that content is gonna live live a few different in a few different
 forms so you can really maximize the opportunity there but you're just
 answering the questions of people that ask you all the time and it's kind of
 the like the market shared in like they ask you answer and it doesn't have to
 be perfect does have to be rocket science even if you just suck at it just
 try it and I'm truthfully like I'm always the I always get on myself because I'm
 always a cobbler who whose children has no shoes I need to do a lot better job
 myself personally but put it into a calendar do it every week make it
 consistent and use that as a piece that you do at hey every every Wednesday at
 1.30 I'm gonna be writing this from 1.30 to 2 or 1.30 to 4 and really just
 add it into your calendar and add it as a consistent piece but suddenly you
 have something you could use to reach your audience on a weekly basis and
 really trickle out content that is valuable for them and hopefully if you can
 serve serve them consistently they're gonna need to eventually make a
 purchasing your category for your product and it might as well be you that's in
 their inbox on a consistent basis where hey if you help if they help with
 workout ideas I suddenly have workout information I can use if I'm suddenly
 use that on a consistent basis and find more value in it it's I'm gonna be
 purchasing from you on a much more regular consistent basis I think the biggest
 thing of everything you said is making it easy and staying consistent with it
 because I think what happens is for a lot of people they throw a lot of hooks
 out there and they do a few things they do it for 30 days or 60 days and they
 take all the advice and then they don't see the immediate either ROI or
 followers or whatever the metric is blog views you know how it's not working and
 I think you know that's back to the relationship over time it's the
 consistency of that that I think is so so key to making it work like when you
 get married to somebody after after after a month like like probably not like
 like maybe they're there those one those those edge cases that people people
 love first site but generally it's not gonna be like that like you're gonna have
 to build a relationship over time and it Rome wasn't built in a day and you've
 got to gradually kind of chip away that and the consistency it's 12 to 18
 months before any real content program is gonna be successful because you've
 got to do your kissing frogs you've got to understand how to like what you
 want your goal needs needs to be who your audience is and how to reach that
 audience and and solve their problems once you've kind of honed in on that you
 can you can do a lot better job if you have a clear understanding of what
 problem you're solving on the front end it makes it easier because you're not
 trying to run around with a key you don't have a key that you're running around
 trying to find a lock that fits into you're a person that has a key that has a
 lock that you're actually with a key to so you know who you're shooting for and
 who your audience necessarily is but if if you're starting from from ground
 zero it's gonna take a long long time and that's where putting in the blood
 sweat tears takes a while I was when I worked at Clemson one of the people I
 always spoke with Jonathan Gantt who runs all the Clemson he said he was headed
 up all of their like Clemson football content and they do a great job of
 content just across the board they really have established the Clemson brand
 nationally and again it was really fun getting to work with people like that
 but everybody be like oh Clemson football just blew up overnight and he was
 like no absolutely not like this took years and years of blood sweat and tears
 it really sucked before they were able to make it into something that was great
 but by the time they were there they had all of the operating systems in place
 to really ramp things up and continue things so that's where kind of you have
 to have those those foundational pieces where you can keep the keep the the
 donuts churning and keep that keep that content process consistent and if you
 can do it on a weekly basis it's great if you knew it on a bite if you can do it
 more than once a week that's even better but you see all the youtubers
 finding success with like one video a week as a piece of hub content they may
 have one or two other things in addition to that but just that consistency makes
 a huge a world of difference and then finding a way to distribute that in a
 meaningful way on top of that it's really important sorry I'm true like I said
 I can go into a soapbox for days I love it I wouldn't teach this shit if I didn't
 really love it because like it's exciting I mean it's it's so much is changing so
 quickly and if we can continue to kind of stay on the stay on the forefront of
 this is really fun for me so I love it and I'm excited to unpack a few more
 topics in future I'm gonna you know arm wrestle you into doing this you know
 maybe a couple of times a month and I mean I think it's important you know
 we're we're talking to our clients about this you know you come in on the
 strategy side and coach our clients but I think it's important for us to get
 out there because your knowledge base and your passion around it is so
 obvious and I think you know we still got a lot to unpack here I mean yeah I
 could talk for days and when I'm not doing this I normally am like all this
 in a lot of podcasts and a lot of other information because I just I like
 learning about the stuff so cool we'll arrive I appreciate you coming on and I
 look forward to the next one that went by really fast so I appreciate Ryan
 and yeah we'll have some fun awesome well this is Ryan offered the host of
 the Radical Company podcast hope you'll continue to listen please leave
 reviews please follow us on social media at Radical Interscore results on
 Instagram and Radical.com company online we'll see you next time