How to Explode Your Brand Using Content Marketing – In Just 7 Minutes with Lisa Bourke

Resources/Links:

• Check out Lisa’s Website: https://contenthive.com.au/pages/MTI

Summary

Are you struggling to create content? Is it hard for you to increase engagement and sales through your content? Are you sure you’re doing it the right way?

Lisa Bourke is the founder of Content Hive where she helps brands build engagement, authority, media, and leads through effective content creation.

In this episode, Lisa shares her insights on how to properly and effectively create content that can attract more clients and keep them engage in your business. She also shares how finding the right social media platform can make a huge difference in the impact of your content and business on your current and future clients.

Check out these episode highlights:

• 01:41 – Lisa’s ideal client: “So we love working with brands that provide products and services that their customers love. So, we want companies that have raving fans, and they also understand that being active online is really important today.”
• 02:06 – Problem Lisa helps solve: “So the main problem that we find, Tom, is that our clients know what they need to do, and they know that they need to be actively creating content, but they just don’t have the time or they don’t have the capacity or the internal staff to help them achieve that. So, we really like to take that off their plate and make their lives as easy as possible by creating content like blogs, social media graphics, videos to help them build authority and engagement.”
• 03:50 – Typical symptoms that clients do before reaching out to Lisa: “So the point, when people pick up the phone and give us a call is when they’re feeling overwhelmed. So, they’re trying different things and they’re testing this and they’re testing that, and they feel like nothing’s working. That’s when- yeah, that’s when we hear from people.”
• 04:33 – Common mistakes that people make before they find Lisa’s solution: “When they’re creating content, they’re not taking the time to understand the actual questions or pain points that their customers are looking to solve. And I’m talking about, what are people actually typing into the search engine, and how can you provide an answer or a solution to that.”
• 06:39 – Lisa’s Valuable Free Action (VFA): “Okay, so here’s a super quick tip. Sit down with your team once a month and brainstorm or come up with the questions that your customers are actively asking you and use those as a basis to create topics.”
• 07:01 – Lisa’s Valuable Free Resource (VFR): Check out Linda’s Website: https://contenthive.com.au/pages/MTI
• 07:35 – Q: Can content really help my brand explode online? A: The answer is yes if you’re willing to put in the reps. We have clients who are now featured on the national news because they are seen as an expert through their content. So, content does work if you do it right.

Tweetable Takeaways from this Episode:

“You should always create content from a place of adding value without expecting anything in return.” -Lisa Bourke Click To Tweet

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:09
Hello, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland, beaming out to you on a little Castaway’s Beach in Queensland, Australia. Joined today by someone who’s just down the road, Lisa Bourke. A very warm welcome. Where are you hanging out?

Lisa Bourke 00:24
I’m just in Brisbane. So, about an hour and a half or two hours down the road from you, Tom. Sunny Queensland.

Tom Poland 00:30
That’s very cosy because normally we speak to people on the other side of the world so great to have a fellow Australian here. For those of you don’t know, Lisa, I invited her on to the podcast show and I do get requests from folks to come on the show and no worries. But I reached out to Lisa because I stumbled across her content and I thought the quality was so high and such thought was put into it that I was- well I responded like a lot of prospects respond to become clients because it was such- so frickin well done. So that’s why we’re here because Lisa has a terrific high-quality product that works in terms of, you know, like bees being attracted to a honeypot. So, she is the founder, appropriately enough, therefore of Content Hive, as in beehive where she helps brands build engagement, authority, media exposure and leads to effective content creation. Very cool. So, our subject today is How to EXPLODE Your Brand Using Content Marketing. And Lisa is going to show us how to do that in just seven minutes. Lisa, our time starts now. Question number one is who is your ideal client, please?

Lisa Bourke 01:41
So, we love working with brands that provide products and services that their customers love. So, we want companies that have raving fans, and they also understand that being active online is really important today.

Tom Poland 01:57
Perfect, thank you. Very succinct, as you’d expect from a professional marketer. Six and a half minutes left. Question number two is what’s the problem you solve for those folks?

Lisa Bourke 02:06
So the main problem that we find, Tom, is that our clients know what they need to do, and they know that they need to be actively creating content, but they just don’t have the time or they don’t have the capacity or the internal staff to help them achieve that. So, we really like to take that off their plate and make their lives as easy as possible by creating content like blogs, social media graphics, videos to help them build authority and engagement.

Tom Poland 02:33
Right. And do you also find that one of the big obstacles they face is just how to write the content? Because it’s like, “I know I needed the content, but what do I say?” Is that also an issue?

Lisa Bourke 02:45
Yes. So, 99% of people don’t like writing. That’s normal. I used to hate writing as well, but I’ve learned to love it. And I have a great team of people that also love writing as well, Tom. So-

Tom Poland 02:56
Yeah. And folks, we don’t have a commission thing going on here? I’m proceeding my next comment with that because I just wanted to reinforce that the content that Lisa is producing is precision. It’s produced with care and level of focus. That is, it’s great to see. So, I just wanted to say that this is just not kind of like some interview where I’m promoting someone because I’m getting paid or something. I’m not doing that. It’s because the stuff is as well, class. Okay, so let’s move on to question number three, and we’ve got five minutes left. When someone’s got directly out there in the market, they understand the need for content marketing to be putting great content out there but they’re not getting noticed. So, what are some of the symptoms that they’re feeling, that their business is experiencing that would have them go, “Yeah, that’s us. I need to talk to Lisa.”?

Lisa Bourke 03:50
So, the point, when people pick up the phone and give us a call is when they’re feeling overwhelmed. So, they’re trying different things and they’re testing this and they’re testing that, and they feel like nothing’s working. That’s when- yeah, that’s when we hear from people.

Tom Poland 04:04
Right. So, there’s a lot of activity but not really getting the response. So-

Lisa Bourke 04:08
Yeah.

Tom Poland 04:08
It’s nice with question number four because those folks are going to be proactive in the marketplace. They understand the importance of brand and content, etc, and the trying stuff, but nothing’s really working. So, they’re going to try things that aren’t actually going to work before they find your solution. So, question number four, with four minutes left appropriately is what are some of the common mistakes people make around content marketing that they need to avoid?

Lisa Bourke 04:33
Okay, so number one is when they’re creating content, they’re not taking the time to understand the actual questions or pain points that their customers are looking to solve. And I’m talking about what are people actually typing into the search engine? And how can you provide an answer or a solution to that? So that’s number one. Number two, is when they’re creating the content, they’re not thinking, “How can I add value first?” They’re thinking, “What’s in it for me?” and they think it has to be sales or pitchy. You should always create content from a place of adding value without expecting anything in return. And the third and final thing is that they’re using the wrong platforms. I see it every single day where I’ve got clients or people that come to me, and they’re on the wrong social media platforms, and they’re spending all of this time. And if they just took half of that time, and found the right platform, they would actually see the results. So, we’re a B2B company So we’re very active on LinkedIn. And it’s working wonders for us. And I picked up three leads in the last week from LinkedIn, and so that’s where we’re hanging out. We’re not hanging out on Facebook. We’re hanging out on LinkedIn. So, you need to choose the right platform.

Tom Poland 05:47
So, what I’m hearing here is, this is the science that what are people searching for? What are people looking for? What are the phrases they’re using? And you’re working back from that rather than just sort of sitting down and going, “Well I think my clients would want to know that-,” you’re actually making a science out of it. And you’re giving them the content that they’re already looking for, which is exactly what great marketing does. It just puts an offer in front of someone who’s already looking for the offer. So, metaphorically speaking, it’s like a whole lot of people have got the right. Well, they’ve got the wrong bite and they’ve got it in the wrong pond. You know, they got a nice, little LinkedIn or whatever.

Lisa Bourke 06:03
And then they’re overwhelmed because they’re like, “It doesn’t work.” It does work when you get those two things right.

Tom Poland 06:25
Yeah, content marketing doesn’t work. Well actually it does work, you’re just not doing it right. So, question number five, we’ve got unfortunately just two minutes left, one valuable free action, a tip you can give someone it’s going to help a little bit not going to solve, but it’ll help them?

Lisa Bourke 06:39
Okay, so here’s a super quick tip. Sit down with your team once a month and brainstorm or come up with the questions that your customers are actively asking you and use those as a basis to create topics.

Tom Poland 06:51
Okay, cool. Excellent tip! Question number six and 90 seconds left. One valuable free resource we could direct people to that’s going to help them even more?

Lisa Bourke 07:01
Cool. So jump over to my site to contenthive.com.au/MTI, and I am going to give your listeners 10 free pieces of content customized for their brand.

Tom Poland 07:15
Cool bananas! And you get to swipe and deploy and you get to see what good content marketing looks like at the same time, folks.

Lisa Bourke 07:20
Yeah!

Tom Poland 07:21
So content hive, as in beehive, .com.au./MTI, which I believe might just stand for Marketing The Invisible. Thank you very much! Question number seven, 45 seconds left. What is the one question I should have asked you, but didn’t?

Lisa Bourke 07:35
So, the question is, can content really help my brand explode online? And the answer is yes if you’re willing to put in the reps. We have clients who are now featured on the national news because they are seen as an expert through their content. So, content does work if you do it right.

Tom Poland 07:51
Right. And folks, you know, one of the secrets of success is that you don’t actually have to be very smart. You only have to be smart to know how dumb you are. And when it comes to what Lisa does, I am actually incredibly dumb. So, we’re going to be talking about working together, I’m sure. Lisa, thanks so much for your time.

Lisa Bourke 08:09
Thanks for having me, Tom.

Tom Poland 08:10
Cheers.

Tom Poland 08:12
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.