Hot Seat: Choosing Your Content Mix
So, again, just remind us who you are and what you do.
I'm Tawny Reynolds and I make Sundrop jewelry.
Perfect. And that's the name of your company, right?
That's the name of my company, yeah.
That's where we can find you, yes. So, since you weren't up here for this part, just really quickly tell us what the unique editorial angle of your blog is gonna be. So like, what are your big topics, what's your aesthetic?
Yep. I'm gonna write this down just so we remember. So, topics, we've got jewelry.
And environmentalism, sustainability angle.
So, eco, sustainable. Those are really long words, so we're gonna shorten 'em a little bit. Okay, perfect. And then, what about aesthetic and I've forgotten everything else in there. (both laughing) So, your aesthetic and the tone of your blog?
Elegant aesthetic, and the tone will probably be conversational, informational. 'Cause that's how I tend to write. (both laughing)
So conversational, info...
rmational. Do you think that just because that's how you write, do you think that is what make sense for your ideal customer, is that what they're looking for?
I have certainly had a number of customers who are very interested in the background,
Of how it's made.
Like the story.
Not the actual process, but the story, right.
Right. So you feel like there's room to maybe, in your case, you can actually write a little longer?
You're probably not one who's going for brevity in your blog posts. (laughs) All right, so let's look at your content mix now. So of the types of posts, we've got the product ones, the brand ones. They're a little easier to remember so I'm gonna stay on the product ones slide. What are you thinking you're gonna use?
Okay, so previews.
Some direct inspiration.
Behind the scenes.
And overcoming objections.
At least one of those. And press.
Okay. So, my next question to you which is a leading question, is when we talked earlier about, you know, the different roles that your blog plays, like attracting new customers, deepening the connection, what role do you see your blog playing in your business?
At this point I think it is more deepening the connection.
I would like to do more of the attracting new customers.
Yes, that is what I thought, and that's why I asked the question.
Because all that is.
These are all deepening the connection.
And not attracting new customers. So what is a type of product post. So I'm actually going to challenge you really to at least be 50 50, but in a perfect world, like, I would like to see, you can flip between these three kinds of posts, or these four kinds of posts, but I want to see like, 70 percent of your content be about attracting new customers. So what kinds of post types could you add in that do that?
More product roundups.
And testimonial and use. Customer use, like that? I'm not sure.
I think some of that is more, like, a lot of that usually comes more into like an overcoming objections type of role again.
What about anything from our brand post type of category. Do you see anything there that you think would attract your ideal customer?
Okay. Do you see yourself doing, maybe like, either non-product how to or lifestyle that fit into like the eco, sustainability thing at all?
You're like yes, I do. Okay. What do you see happening more? Do you see yourself doing it in a more lifestyle thing or more in the non-product how to because of your informational writing style?
Probably how to.
Okay, so yeah. So, I see that for you, too. I think the non-product how to in that, particularly in that like, sustainability.
Bucket, is where I really see. This to me, is where you can be writing to kind of attract your ideal person. And I could see these, like the roundup type of posts working in both the eco sustainability category, and even like the color category, right?
It's really easy to be like, here are things that are purple.
(laughs) Maybe a little bit more, not so, like here are all the purple things, and you know, like your earrings and Barney, right?
That's that purple dinosaur, right? Barney? (audience laughter)
I don't know why that came into my brain, but there it is. So, that's what I would like to see you focus a little bit more on, because I think if really your goal is to attract new people, we gotta get you away from this. Because what I've noticed, so when did you start blogging again?
Okay. And are you seeing a lot of new traffic from that?
Not a ton.
Right, and it's because you're mostly hanging out over here. Because this is what's comfortable.
Yeah. We need to get you over here, because this is what's gonna attract your ideal customer. And I'm guessing, there was a person who asked a question very early at the beginning that said I've been blogging consistently for year, and I'm not seeing a lot of traffic. And I'm guessing A, it's because they, like you, they're hanging out over here. (laughs) And then B, they're probably also not really keyword optimized which is a different conversation we're gonna have in a minute. But I would really like to see you push your mix more.
So, I would say, you can use all of these post types, but not in like a one to one to one frequency.
It should be like, mostly this, with this sprinkled in.
Yeah. I know, I'm gonna push you. But that's why you're here.
All right, we can go ahead and take this guy away. So, any questions about that? Everyone feel like they can have that mix? And again, I want to remind you guys, just like we did with Tawny just now, to think about what the role of your blog is, and if it's to attract a new audience, which it probably is, because that's why you're here, then you really need to think about what kind of posts will attract new audience. And then from there, you can sprinkle in things like, you know, the overcoming objections, and the product previews that do the really direct sell. But those other types of posts can still do a direct sell, but really be about bringing in that new audience.