Michael Boezi: Consider the Source

Good or bad, transitions are the interesting parts of life. And I'm definitely in a transitional period at the moment. With that, here's an announcement:  “Leaving” is my 1st new studio single in 10 years! It's now live on all streaming platforms: Spotify, Pandora, Apple, Amazon, or Bandcamp. This episode is a little background on the track. Links from the episode: Subscribe to the music side of me: https://michaelboezi.com/subscribe Exclusives and early access for patrons: https://patreon.com/mboezi --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

In your marketing, does what you say about yourself match what your customers say about you? If it doesn’t, you may have a trust problem – and you may not get a second chance to repair the damage.  --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

I often produce little mini-series within this podcast. This structured way of writing is how I prefer to work, because it keeps me on track. It's good for my audience too – and I have the data to back that up. So, would this method work for you? Let's take a look. In the episode, I referenced a couple recent mini-series in this podcast: Repurposing Content Series (6-part series) http://bit.ly/reuse-of-content The Social Media Strategy Series (16-part series) http://bit.ly/social-media-strategy-series But they don't have to all be long series! You can produce small, structured pieces that are worthwhile too. Here are a couple that are only 2-3 segments: Overcoming the Resistance to Social Media http://bit.ly/resistance-to-social-media Syndicating Content Safely for SEO http://bit.ly/syndicating-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

In today's world, the selling process really is about teaching. Here's my method to streamline the process of creating a online course that you can use for customer acquisition, customer on-boarding, or just to "productize" your knowledge and create a new revenue stream. Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

If you're not repurposing blog content for your social posts, you are missing a huge opportunity to save time and effort. In this episode, I cover how to reuse the meta description, the post excerpt, and the post content itself so you can streamline your social media activities. This is what I call my Downstream Method. I also have an Upstream Method, which is the topic of the episode before this one. Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Have you ever thought about writing a book, but can't find the time? In this week's episode, I lay out my entire blog-to-book process – from planning to execution. It allows you to achieve two goals at the same time: Completing a large project and building an audience while you do it.  This is what I call my Upstream Method. I also have a Downstream Method, which I'll get into in the next episode.  Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Marketing is getting highly personalized. Each channel is its own community, which means that one "message" won't cut it anymore. Let's look at the ways this affects how you repurpose content across different channels, in different contexts. Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Are you repurposing blog posts into email newsletters? This and other strategies for making more than one use out of your content can make you much more efficient. Here's how to do it safely and effectively. Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Are you making multiple uses of blog posts, press releases, and emails to customers? With a little planning up front, content strategy helps you think a few steps ahead and save yourself valuable time – while building a set of content as a business asset.  Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

In building your business, are you always feeling behind? Like you can never live up to the countless stories of success? Maybe it's time to stop setting impossible standards. Here's one small change in perspective that can shorten your goal horizon.  --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

In order to activate the power of content marketing, you need other people to carry your ideas. That means that there are two things about your content that are really critical: It has to be compelling enough to share. It must be remarkable, or it won't "travel." It has to be easy to share. You have to try to reduce as much friction as you can. In this episode, let's look at why people share – and the way that people share – so that it can inform the way that your create and propagate your content. --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Have you been reposting your blog content on Medium?  It's a great way to extend your reach, and with Medium's "Import a Story" feature, it's incredibly easy – and 100% safe for SEO. Here's a quick overview of how to incorporate this into your content strategy.  So you can see it in action, here's an example of my own content syndication: Here's the original blog post: Taking a Stand Against Deceptive Marketing Tactics (here on this site) And the same post, syndicated on Medium: Taking a Stand Against Deceptive Marketing Tactics --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Duplicate content is bad for SEO – or is it? Content syndication, done properly, is not only safe – but encouraged. There are 4 methods for syndicating content, two of which I endorse for a clean and effective content strategy.  Here are links to the articles I mentioned in the episode: Example of Content Syndication Here's an example of my own content syndication. I published a blog post and podcast episode on the same topic: Starbucks Rewards: An Evolution in Data-Driven Marketing (Blog version) Know Your Customer: Starbucks and Data-Driven Marketing (Podcast version) While they are based on the same content, you'll notice that they are each presented a little differently to respond the differences in context. Example of 301 Redirect Here's an example of using a 301 redirect. Sometimes when I publish something here on my business blog, I want to include it on my personal blog too. So I just use a redirect: When you click: http://michaelboezi.com/2016/09/using-social-media-for-business/ It redirects to: https://controlmousemedia.com/using-social-media-for-business/ Using "rel=canonical" Properly Use this code: <link rel="canonical" href="http://the-link-of-the-original-piece"> Put it in the head section of the page, anywhere between <head> and </head> If you want to learn more, the folks at Yoast have a great how-to called rel=canonical: the ultimate guide. --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Do you like to be sold to? I don't. "Push marketing" can only generate awareness. While awareness is important, it's only Step 1. Trust comes when you try to teach your customers instead – bring some value to them instead of just pushing product on them.  Spending more on awareness campaigns won't scale. Input = output (that is... if you're lucky). Teaching your customers is a better path, and all you have to do is align your content strategy with this principle. Continuing my thread from last week, there are four key factors that will help you activate this dynamic: Experience, Generosity, Collaboration, and Strategy. --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

When you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about – and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher?  There are four key factors to producing good educational content: Structure, Sequence, Pacing, and Resources. So let's dig in and start to educate your customers! --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

I love the fall. Feels like a "reset" every year. Maybe it's because we're all used to back-to-school, or maybe it's just the transition from warm weather to cool, crisp autumn days (at least here in New England). In the spirit of transitions, let's start Season 5 by introducing a 3 new series that are in the pipeline – all of which will help you make better use of the content you are producing for your audience.  --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Ethical business practices don't have to be the exception to the rule. But since they often are, it's worth highlighting the good people who run good businesses. This week's episode breaks from the regular format of the show and presents a story from an experience I had last weekend.  –– This story features Nantel Musique in Montréal. If you visit, ask for Jonathan, he's amazing! To hear my music, here's the latest full-length record I released with my band, The Rockmores: Interrupting Everything, along with the list of gear I used. If you are new to the show, here's a little bit about me. I am a practitioner who shares what I learn "in the field" in my podcast and blog. I do this for free to "pay it forward." If you are able, fuel my efforts with a cup of coffee! You can also support this podcast via Patreon. --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

The Starbucks Star Rewards Program provides a great lesson to small businesses about the power of data-driven marketing.  Here are links to the articles I mentioned in the episode, and a couple others of interest.  First, the blog version of this episode (with graphics): Starbucks Rewards: An Evolution in Data-Driven Marketing On the backlash when the program was first introduced: Starbucks' controversial new rewards program launches today — here are the major changes you should know about Starbucks Customers Are Pissed About the New Rewards Program And some info about Starbucks' profit structure: The Economics of a Starbucks Cappuccino Grande Understanding Starbucks’ cost structure and operating expenses --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

Get your social media strategy in order! Here’s a rapid-fire, integrated strategy that can apply to any small business – a capstone to my series on content strategy for social media. I cover each of these platforms, categorized: Social Media Must-Haves: Twitter, Facebook Business Page, and LinkedIn. Ignore Google Plus – it folded in April 2019. Images and Video: YouTube, Instagram, Pinterest, Snapchat, and Slideshare Social Blogging: Medium and LinkedIn Pulse Social Ad Strategy: Twitter Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, and Pinterest Ads Curated Community: Facebook Groups, Google Hangouts, Houseparty, and Bebo Live Video: Periscope (part of Twitter now), Facebook Live, and Facebook 360 Other Platforms to Consider: Ello, Anchor, Musical.ly (now called Tik Tok), Quora --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support

While LinkedIn is a low-commitment way to get started with blogging for business, you really need a strategy to get the most out of it. Here are two distinct game plans for you to consider: Which one is worth the time investment?  --- Support this podcast: https://podcasters.spotify.com/pod/show/mboezi/support