EPISODE 4: HOW TO CREATE AND UTILIZE CONTENT THAT CONVERTS WITH BRAND STRATEGIST Michelle Gifford
Live Date: June 7, 2021
Show Description: On this episode of Make Me Known, Heather is joined by brand strategist and business coach Michelle Gifford. Michelle’s ultimate goal is to to help busy business owners create clear brand messaging so that they can go and create content that converts and contributes to their bottom line. Heather and Michelle talk about all things content--how to determine if your content is working for you, how to create content for your specific audience, tips for increasing engagement around your content, and how to know which platforms are worth spending your time on. Tune in to this episode to learn how you can utilize your content to make you known.
This Episode Will Teach You:
Why it’s critical for women to stay connected and champion each other
How to determine if your content is working for you
What to do if you’re not sure if your content is contributing financially to your business
How to create content for your specific audience
Tips for increasing engagement around your content
How to know which platforms to spend time on
Biggest Takeaways:
Michelle advises her clients that their job as a business owners is to transform people into better people; to better their lives by adding value. It’s important to be sure that the content you’re creating is in alignment with your goals and with your brand. It has to serve your audience, and it has to serve you. Your core content--your main offering--needs to solidify you as an expert and bring value to your audience, while also driving people to make you money.
When you’re starting a business, there’s an increased tendency to look side to side and see what everyone else is doing. Michelle encourages listeners to be laser-focused, and confident in their ability to build something that lasts, and in a way that makes sense for them and their family. When starting out, she encourages business owners to stay focused on knowing your goal, knowing your audience, knowing the transformation, and then creating content that aids in that transformation.
A lot of businesses tend to focus on the product offering that people can see--the podcast, the product, Instagram. But for businesses to be successful, Michelle says there has to be a whole iceberg of information underneath the water that informs the tip that people can see. That iceberg consists of having a clear brand message, a customer journey map, having an email list, and having a website that they own. Without those things, without strategy, your business isn’t an iceberg--it’s an ice cube.
About the Guest:
Michelle Gifford is a brand strategist, business coach, podcast host, content creator, and stay-at-home mom of five. Her ultimate goal is to help busy business owners create clear brand messaging so that they can go and create content that converts and contributes to their bottom line.
Quotables:
“This table is huge. The table that we are creating is huge, and there is a place for everyone.” Michelle Gifford, 13:37
“We can get caught up in what’s really flashy, like what people are responding quickly to, but we need to make sure the content we’re creating is in alignment with our goals.” Michelle Gifford
“If you want to set yourself up as an expert, then the content you create needs to support that.” Michelle Gifford, 21:20
“We want to get as many people as we can to experience our best work. So we have to create that content that is leading them there, because that means their life will be changed the most.” Michelle Gifford
“We have to know that it’s more important to be profitable than popular.” Michelle Gifford, 28:09
“You need to clearly identify who you’re serving, where you’re taking people, and what your goals are. That’s going to be the foundation, no matter what.” Michelle Gifford, 32:01
“The competitor’s goal was to beat Michael, it wasn’t to be his best. Michael won because he was focusing on his goal.” Michelle Gifford, 35:15
“If you are trying to get seen more, then you need to start adding insane value to your audience.” Michelle Gifford, 37:45
“There is so much self development that goes into building a business.” Michelle Gifford
“I want you to know, so deeply, that you can do it. You can do it, and we need you so badly.” Michelle Gifford, 51:09
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