The HubHeroes Podcast

Liz Moorehead: Welcome back gentlemen.
Chad Hohn: Well, hey, thanks.
Liz Moorehead: are, how are we?
George B. Thomas: Uh, we three kings are, uh, no, I won't do, it's we're, I don't know if you're gonna listen to this before Christmas, after Christmas, but, uh, we're, I'm doing great. I'm doing great.
Max Cohen: During Hanukkah, maybe
George B. Thomas: Yeah. Maybe, maybe.
Max Cohen: it's today.
George B. Thomas: Yeah. I think it starts, yeah,
Max Cohen: It is today. That's
Liz Moorehead: is today.
George B. Thomas: Yeah. The, uh, what, what is it? The first, first candle on the menorah today, correct?
Yeah, exactly.
Max Cohen: light that Chaus tonight. It's gonna be unreal. Gonna have some lock's. Probably
George B. Thomas: go. You know what I want tonight? I want a nap tonight. That's what I want. I want to just get done with work and like take a, take a siesta,
Liz Moorehead: that's a
Max Cohen: this week to fly by.
George B. Thomas: right?
Max Cohen: I've already chalked it. Yeah, it's we're cooked this week.
Liz Moorehead: my God. Well, okay, well then I'll just be the honest one. Uh, I am feeling a little nervous.
George B. Thomas: oh. Why, why?
Liz Moorehead: I'm sorry. Were you not present in mind, body, spirit, in our last conversation, were
Max Cohen: I
Liz Moorehead: here
George B. Thomas: Yeah.
Max Cohen: honest.
George B. Thomas: No, I was here. I was
Liz Moorehead: and we are, we are all
Chad Hohn: I, I remember being here. I think
Max Cohen: It was an out of body experience.
George B. Thomas: Yeah.
Liz Moorehead: a trauma response. But we're back
George B. Thomas: Yes,
Liz Moorehead: to do it again and I'm so excited
Chad Hohn: what we all wanted.
Liz Moorehead: part two of Amplify. Now, if you are just joining the Hub Heroes Podcast, uh, we have been unpacking HubSpot's Loop Marketing Playbook, which they released not too long ago, and we had a lot of feelings. About the amplify stage, and this is one of those times where if you haven't listened to the first episode, sure.
Okay. You can dive in here. I would really recommend you go back and go on that, um, emotional journey with us. Why don't we just, why don't we just say emotional journey? So Amplify is about. I don't know. This is where it's already gonna start leaking. There's a lot of stuff.
Max Cohen: about everything.
Liz Moorehead: everything happens in Amplify.
Everything
Chad Hohn: the response was that Amplify was the entire, okay. Do your content marketing strategy.
Liz Moorehead: Do your content marketing strategy. Do your paid ad strategy. Use ai, optimize each channel for conversion.
Max Cohen: You know
Liz Moorehead: know what I,
Max Cohen: I, I couldn't get outta my head after our conversation last week.
Liz Moorehead: What's that?
Max Cohen: You know, they wrote a book, an actual book about inbound marketing.
Liz Moorehead: I They wrote a landing page
George B. Thomas: Yeah. Oh, oh, oh dang. Shots fired.
Max Cohen: page
Liz Moorehead: wait. To be fair though, inbound probably started as a landing page.
Max Cohen: no,
Liz Moorehead: Or was it really just a book
George B. Thomas: I, I mean, may it, it might have been a
Max Cohen: Well, it was a, it was a sub. It was a sub subsistence. Wow. Subsequently enough. You can tell I don't read a lot of books substantively enough. Sub the strategy had enough substance in which they could write a whole book about
George B. Thomas: yeah, yeah, yeah, yeah, yeah.
Chad Hohn: It was substantial.
Max Cohen: book. All I see is, is, uh, you know, I, I go and I, I look at the videos at the bottom of this page and it's the announcement at Inbound
and then some other stuff.
We should really, at some point watch these videos on how they explain it and just like react to it. Maybe we're missing something that they
Chad Hohn: react.
George B. Thomas: I mean, we
Max Cohen: give us some, you know?
George B. Thomas: were, we were kind of there, right? Well, some of us
Max Cohen: we are getting close.
George B. Thomas: been there. Yeah. Like,
Max Cohen: We were literally
George B. Thomas: Yeah, we were, we, we were, we were there. But, but, but it might make for some fun reaction, uh, style, uh, videos because now that you could like pause and think about and talk about these things, um,
Max Cohen: Yeah.
George B. Thomas: yeah.
Chad Hohn: I mean, I remember sitting next to Max and his trauma responses
Max Cohen: yeah. You were
Chad Hohn: the announcements. Yeah,
Max Cohen: you were there at the uh, at the, uh, partner day. Right. And watching me, watching my world crumble around me.
Chad Hohn: I watched it.
Max Cohen: Yeah.
Chad Hohn: I watched it. Ladies, some gentlemen.
George B. Thomas: so I'll, I'll take everybody back there for a second. Then, Liz, we can get into this too, because. I hadn't, I hadn't, um, been able to attend partner day. This is where Max had his, uh, proverbial meltdown. But I did see, uh, Chad
Max Cohen: Public heart
George B. Thomas: on the, on the lawn. Uh, I was trying to eat some appetizers and have a couple beverages and enjoy some time with my wife.
And Chad comes rolling up and starts to talk about, you gotta lose your mind and starts to tell me the story. About Max, and I'm like, oh man. And so,
Max Cohen: Max have a public psychotic episode.
George B. Thomas: So, so I
Chad Hohn: I did, dude.
George B. Thomas: I literally had to like check myself the morning of the keynote because I was like, okay, don't bring, don't bring the potential baggage that you heard about last night after drinking a couple beverages, uh, to what you're about to hear.
Open your mind and just listen to it. I'm glad I was warned.
Chad Hohn: Search your feelings.
George B. Thomas: was, I was, yeah, I was glad I was warned, but I didn't have a, like, toxic meltdown. And again, I said this kind of at the very beginning when we started this journey to break down the, the kind of four main, uh, stages of, of loot marketing is like I, I agreed with a lot that was happening on the slides and things that needed to happen and things that were changing.
I didn't necessarily buy into the packaging. And, and Max, I bring this up because it's interesting. The book was great packaging, the inbound book, right? David Meerman Scott, you know, Brian Halligan, the Grateful Dead. There was a great story that made you wanna lean into the book that then taught you the strategy to actually do the things that felt like it was achievable because you then understood them.
We've used almost what will this be? The, uh, sixth episode and we've got two more to go. Maybe we might just do one for the last one. I'm just saying,
Max Cohen: Let's wrap that second one up
Liz Moorehead: Okay. Talk to Max about his
George B. Thomas: and here's the thing. I can see the first question, and I know that we sit here and many of us, and many users probably still Either use it or understand it or are, but there are many that are trying to lean into it as well. Anyway, with that saying, there's something about the packaging, there's something about the thing inside that is true and, and it's making it just interesting to have these conversations around it.
Chad Hohn: It's a dynamic for sure.
George B. Thomas: Yeah, without a doubt.
Liz Moorehead: We love a good dynamic. Speaking of Dynamics, max
Max Cohen: Yeah. Mm-hmm.
Liz Moorehead: you knew this question was coming because we said at the end of last episode, this is where we were going to begin,
Max Cohen: Yeah. Uh,
Liz Moorehead: which is at the end of
Max Cohen: you know, I don't remember that
Liz Moorehead: It's okay. Good news. First of all, it's in the outline. Second of all, I'm about to tell you, so don't worry about it, but I got
Max Cohen: amazing.
Liz Moorehead: You said you're having a weird relationship with Loop Marketing. Some weeks you're looping in toward it and you get it. And some weeks you're looping out and you just don't get it.
Max Cohen: Yeah.
Liz Moorehead: And you wanted us to ask you after last week's conversation and some time to settle. Where are you at bud? How you doing?
Max Cohen: Uh, I mean, I'm still, yeah. I'm still stuck on the whole, you know, like ignoring the elephant of in the room, uh, of like the difficult part being just glazed over build your content strategy. Right. And it's like this, this, this is what everyone struggles with. Right. And you know, they're making that same, I think they're making that same mistake that they did with.
Inbound where they just kind of like assumed everyone were these content gods that like knew how to create good content and you know, they had a second pass that sort of the strategy that holds this entire thing up and like they again, skipped the hard part and they're just emphasizing all these things that tools do, you know?
And so that, like I, I was, I think I was on it. For a while I was like, really? You know, I feel like I was starting to get it and like, don't get me wrong, I think there needs to be, I think this needs to exist, right? Loop is a cool name. It sounds new. It's great. People do need some kind of strategy for how to survive as a, or thrive as a company in this age where everyone has all these.
Fancy AI tools in their tool belt. And some people are excelling at it, some people aren't. Some people are just doing the constant slop generation, right? Like I get that this needs to exist, this refreshed look in the way that, you know, or this refreshed take in the way that we look at doing inbound in the age of AI needs to exist. And I was super on board until we got to stage three and we like build your content. Strategy is like, it gets a, it gets a dropdown with one sentence.
George B. Thomas: So
Max Cohen: I'm just like, bro, this is, this is like, I don't
George B. Thomas: can I ask you, can I ask you a question Max? And, and I'm asking you this question, but I'm also sitting here asking myself this question. We've historically talked, by the way, I'm, I know without a shadow of a doubt that Liz will have something to say about the words that are about to come outta my mouth.
I just know this to be true.
Max Cohen: Oh boy. Don't get yourself in
George B. Thomas: so Max, my, my question to you is, do you believe. Uh, the historical story that we've said about content creation being difficult, do you think that that is still a truth in organizations or do you think it's actually easier than ever to create content and therefore that's why there was not the massive emphasis or the belief is that enough organizations.
Do are, are already having a content, uh, strategy or have had content strategies. Therefore, it doesn't need to be a major flex inside of the loop
Max Cohen: There's a difference between creating content and creating content that actually invokes a physiological brain response.
George B. Thomas: emotional.
Max Cohen: A, in a, not even emotional, um, whatever, whatever sort of mechanisms that need to be twisted and turned in the brain to get someone to go, oh, you guys really know what you're talking about?
Oh, I really trust you. Oh, I think this challenge that I'm having relates to this thing that you're selling, da, da, da. Like. There's content that does that, and then there's content that doesn't do that. You know what I mean? Like again, sending out your newsletter, uh, saying that you hired a new accountant and you're gonna be at a trade show, is content.
Is that content that actually changes people's hearts, minds and their trust index with you? No. Right. And like people, like there's making content and then there's making good content. And when I say good content, I don't mean. High production value, I mean content that when someone consumes it, they move in a positive direction, uh, that will, you know, uh, get the outcome you're looking for as a marketer, right?
Forget the whole, does it help? Blah, blah, blah, blah,
George B. Thomas: do you feel that there's still a deficit of that in most organizations?
Max Cohen: a hundred percent. Because we've made it super, super easy to make content with ai, which means the load of junk garbage out there is only like. Increasing a million fold. Right? So I mean, the slop stack is, the slop stack is a stacking, right? Um, I think just 'cause it's easier to make the content right, doesn't mean the final product that goes out into somebody's eyeballs and into their brains and decision making processes Right.
Actually moves them in the correct way. Right. Um, especially. When those people are now compete, you're now competing since everyone can make content now. Yeah, right. You're, you're, you're, the stuff that you put out there is competing in this ever slusher pool of shit, right. That it has to contend with, you know?
Um, so it's that much more important that the stuff you put out there is good, it's captivating, it's unique, it's all those things. But also like, is it doing its job? Right? Like, is it getting someone to go, oh, that like helped and now I have, you know, plus five positivity trust points with this company now.
Right. Whatever it may, you know, whatever calculation they're doing in their head, um, in their subconscious. Right. Um, you know, so it's, it's, and like this is why like I always harped on like the goals and challenges stuff, right? Whenever our brains enter the internet. Right, and we're not just mindlessly scrolling on social media.
It's typically because we're, we have some kind of problem and it's just no different than the way we interacted with search engines. We just do with a robot now, and it googles it for us, right? It's, it's no, it's no
Chad Hohn: Well, it Google's like 10 things for
Max Cohen: Sure, that's fine. It google's 10 things, but you still enter that interaction in the same way.
I have a problem, I have a goal, I have a challenge no matter how minute. Or complex it is, right? Humans still experience things, have problems that they gotta figure out. And instead of asking Jevs or asking Google, they're asking chat, GPT, Gemini, frigging Claude, whatever, right? Because they have a problem and they need an answer, right?
And they want to get closer to achieving some sort of goal or overcoming some sort of challenge. That is the universal truth. As long as humans are breathing and alive and existing in the world, that will always be the thing. Right, and good content is stuff that, again, helps them get closer to achieving that goal or that challenge, whatever it may be.
That goal could be, I'm hungry and I wanna find pizza. That goal could be, why is my sales team underperforming? In some certain, it could be any, any varying levels of specific basic important, not important, right? Every single time you ask chat, GPTA question, whatever it is, it's because you have some kind of problem.
You don't know the answer to. Right, however you define
George B. Thomas: so, so, so
Max Cohen: but again, the content you, you then ingest, right? Needs to have some kind of positive impact on whatever that goal or challenge is. Otherwise, it's a waste of your time still. Like that's still a universal truth no matter what, right? Um, and you could make as many frigging AI clip edits with cool captions and all this other bullshit, but like, if it doesn't actually help me with that thing, it's not good.
It's not good. It's a slop.
George B. Thomas: interesting because what I hear you say, and then I do want to. Hear what Liz or or Chad have to say around this is, but what I hear you say is like, um, amplify helpfulness.
Max Cohen: Sure.
George B. Thomas: like, I mean in its
Max Cohen: ain't in here though.
George B. Thomas: in, in its simplest form, amplify helpfulness,
Max Cohen: Sure. They're but they're, but they're, what they're doing is they're saying build your content
George B. Thomas: Yeah. Yeah, I
Max Cohen: You know what I mean?
George B. Thomas: We can't get, we, we can't get hung up on that. Right. I mean, we, we kind of are, but we can't. But, but still Liz and, uh, Chad, where are your, where are your brains? With what I dropped off question on Max.
Liz Moorehead: Yeah. Um, George,
George B. Thomas: Yeah.
Liz Moorehead: I'm just gonna say your name that way, and that communicates a lot of what I wanna
George B. Thomas: Wow. I'm in
Liz Moorehead: but No,
Max Cohen: George, this whole time
Liz Moorehead: no. So.
George B. Thomas: than that. Yeah.
Chad Hohn: George.
Liz Moorehead: Actually, no, I think George, you're asking a
George B. Thomas: I got called to the principal's office.
Liz Moorehead: George, you're asking a question that I think a lot of people ask, which has always been the problem we've had with content. This has always been the problem. People want it to be easier than it actually is. It is a job, guys. It's the way a graphic designer is a job.
It's a way a paid media specialist is a job. It is a set. It is a unique set of skills, right? It's Liam Neeson with a keyboard, right? But.
Max Cohen: Mm-hmm.
Liz Moorehead: Really what it comes down to is this, and Max, you talked a lot about this really well. The new tools we have at our disposal are scaling tools, not strategy tools. You can use AI to scale content creation, but if your content strategy sucks to begin with, you will just be enabled to create shit at scale.
Max Cohen: Yeah.
Chad Hohn: It just suck
Liz Moorehead: Like, like you will suck faster. It's why, like one of the most common conversations I have with people is like, when that AI is around, like, do you feel like you're about to lose your job? No. My work has been at a premium. I am more in demand now than I was before because the reality is, is that. This is not just contained with an Amplify, but we talked about this in a previous episode.
I think it was Taylor Express. I don't know. It all runs together, but when they were like being like, well, now you gotta learn how to do this, and now you had to learn how to do that, it's like, no guys. This is creating a messaging strategy and a content style guide. This is not rocket science, this is not new.
This is a discipline around content and messaging, and now we're here as well. HubSpot has historically never done a good job of teaching us how to do content strategy. They had something called content strategy as a tool. Once for a few months renamed it the SEO tool and it is now my least used tool in the entire stack.
There is no HubSpot Academy course that's like, this is how you go talk to your sales team. This is how you go talk to your marketing team. This is how you look and see what the A, how do you marry a great content strategy with the revenue and business objectives you're trying to achieve in a way that is balanced and hits all parts of the funnel, or the loop or the flywheel, like this is a strategy.
There is a something that actually has to be developed by a human being. You can use tools to scale it. Like I use chat GBT when it's like, here are 10,000 keywords that I had a bunch of parameters around. Tell me what I'm missing. Does this look right? Like I do use these tools to work smarter, but this idea that like, yes, a lot of it has gotten easier and I will tell you.
For organizations and for people like me who knew how to do content strategies, well, this has been an acceleration period with these tools, but it doesn't replace them. It only works if you know how to do it. Like, that's like saying I could bake a cake because I now have faster access to flour and butter and milk and sugar and all these things.
But if you're just like, well, they're, they're, you're, they're on, they're on the counter Now. Do something. Like you have to know how to put those together. You have to know that you need to mix your wet ingredients and your dry ingredients separately before you bring them together. Like there is a bit, I wouldn't say, I wouldn't be like as high and mighty to say as like it's an art, but I think HubSpot has historically had a very complicated relationship with content, which has resulted in everybody having a complicated relationship with content.
Now it's just we're scaling that even further. I don't disagree that a lot of it has gotten easier, but only if you knew what you were doing to begin with.
Max Cohen: Yeah.
George B. Thomas: interesting. See that, that,
Max Cohen: so, oh, again, well, I was gonna say something that, like, I always told people, uh, when they would go, you know, this is back when like the blog post was like the standard, right? Um, the holy grail, the piece, like whatever it was, the, the blog post was the thing, right?
Chad Hohn: Yeah.
Max Cohen: I would always tell people I was, I was like, when you go and create it, and you go and write it, right, go read it.
And when you read it. Ask yourself, does this help someone get closer to achieving a goal or overcome a challenge? Whatever it is. And if it doesn't, go write something different. You think people are reading their AI slot blog content that they create? No. They're going, oh, it's out there. I did it great.
Like they're not proofreading. If they weren't taking the time to write, they're not taking the time to proofread. And what's happening is their bosses are seeing these blog posts go out that they're not reading. They're going, oh, look at my awesome marketers. Check the box. Did the blog post? Great. Where are the leads now?
You know what I mean? Yeah, exactly right. They're not reading
George B. Thomas: They're so efficient.
Max Cohen: and I'm just saying like, like if you weren't doing that before, you're certainly not doing it now. Right? If you can't write the thing, proofreading is the last thing you care
George B. Thomas: see this is, this is where two things I think have become superpowers for me that once were huge weaknesses. One, I don't like to read, so I always, I, I always listen to like podcast books and so. Um, HubSpot, putting the audio piece that you can automatically put in your articles. Um, that's on all of my articles, which is what's fun is we'll get the draft in there.
We'll generate the actual thing, and I'll listen to it as I'm reading it and tweaking it along the way. And then finally when we're done, then we will get it to redo the audio. So it's the version that now goes out, but I'm literally like listening and editing at the same time. I think if, if people would pay attention, like, well, that's kind of a cool little workflow because now I'm not just putting out that first draft piece of garbage.
Uh, as, as has been said way too many times on this episode, slop. Um, you know, so I think part of this is the can you do content easier? Yes. If you knew kind of the fundamental basics to begin with and if you have some type of process. In the middle before the final publish. That again makes it human powered AI assisted.
Right. So, so, um, yeah. All right, Liz, where, where we, where are we headed?
Liz Moorehead: Question two. Hi.
Max Cohen: Hmm.
George B. Thomas: that, that, that should tell somebody something. Listening to this question number
Liz Moorehead: what I love about all of this. Remember that time guys, that George was like, I bet we can knock out the next one in one episode. Okay, whatever. Sure, Jan. All right. So I gotta be honest, usually it, so we've been dedicating the second parts. Of these conversations, right? We'll spend the first episode talking about the theory, the idea behind a stage.
Then we spend the next episode talking about the tools and the tactics. Like gotta be honest, guys, this one is tough. Based on everything that we've talked about, talking about the tools for Amplify is a bit of a challenge because this is supposed to cover build your content strategy, optimize your channel mix, extract more format and channel value, activate target ads and creators.
Use AI to scale content creation and optimize each channel for conversions.
George B. Thomas: I, I still think it's possible to talk about it though, like if.
Liz Moorehead: No, but we're gonna try, we're gonna
George B. Thomas: Yeah,
Liz Moorehead: There are so many complex steps in this bad boy, George, let me, you know what? We're gonna come to you. Where do we even start?
George B. Thomas: well, you've gotta come up with a great quality piece of content before you start to actually do anything,
Liz Moorehead: Gotta come up with a content strategy before that great
George B. Thomas: But, right. But once you have that great piece of content, then my brain goes into, and, and again, if we're going into the tool side of this. My brain goes into what I have historically called content confetti.
And what HubSpot has built a tool around that is remix. Being able to remix your content. And so when I think about Amplify, just like with this podcast, right, there's an audio version, there's a video version, there's a textual version, there can be some clips from it. So like it's, it's taking this strategy or, or part of your strategy should be how are we confetti making confetti content confetti, or how are we remixing the larger pieces of good content that we have?
Because we all know that there are gonna be times where we want to clip max out and put 'em on the internet 'cause he's losing his dang mind. Right? Or Chad does giga Chad, and all of a sudden we wanna put that on the internet because. It's gonna get people's attention, it's gonna get their eyeballs, but it has to go back to this larger piece of content again, like Max was saying, that is, is helping somebody.
And so I think about the tools and, and I'm gonna start like actually outside of HubSpot for a second, because if you haven't been using like Claude projects or GPT projects or like things like that to actually create some type of system. Around the content creation based on the content strategy like that would've been a good place to start about two years ago, like running down that road and figuring things out.
Now what I will say is HubSpot is getting real good lately about being able to have knowledge vaults and breeze assistance that you can customize for like certain type of creations to also then bring into the rest of the tools. The fact that we have a podcast tool in HubSpot, the fact that we have a full-blown text-based video editor inside of HubSpot.
The fact that the file manager for all of this content and remixing that you're doing, um, actually is starting to feel like a, a dam, like an asset manager, if you will throw in, throw in remix, throw in the blog tool, and again, throw in any of those other assistants that you can custom build to help build things inside of your process.
Not to mention the social media tools that are in HubSpot. So when we think about Amplify, there's a plethora of tools that allow us to use the content strategy to the great content that we created to mix it up and deliver it in a bunch of different areas.
Liz Moorehead: Chad, you've just been watching us all bicker back and forth. I want to pick your brain on this. What are your thoughts?
Chad Hohn: Y Yeah. Um, I mean, to me, like what, you know, I, I don't truly, I think have the depth of appreciation, obviously that you do, Liz, for. Just how difficult it is to get people to utilize or like have a content strategy and like be on the bandwagon, right. Of all of this, because I've never had to teach it. But what I have had to teach people how to do is.
All the automation and tools and the systems and the user interfaces. And I think that's like equally as difficult to get people on the bandwagon for, especially when they're not natively, um, you know, tech people or like, not maybe even, uh, possibly just a little on the non visionary side. And what do I mean by non visionaries?
Like, I don't naturally see in my brain mind like how these things should connect. Even when somebody tells me how they should connect, I don't see the map. Like those are like non visionary people. Right. Um, and if we look at this, like George mentioned, you know, even though there's like lots of feels from a purely tool-based perspective where they're trying to guide you from tool to tool, like. I know it's a big gloss over, but provided you have a content strategy and we start to jump through the systems and processes, um, you know, Taylor is, there's a lot of stuff inside a HubSpot that helps you get that done. Um, you know, it, uh, all of the different stages of loop marketing so far. Right. I mean, it, it truly is, is really helpful.
Like. Expressing Taylor and, um, you know, and amplify now like they're giving you a lot of the tools that, that, that in a package that allow you to jump from step to step and then do it all over again after tweaking. If you want to tweak the inputs to the setup that you did in, in the first time around the loop each time.
And I feel like. It's really helpful because at least they have a home to do this stuff now, whereas like a lot of stuff lived in a lot of separate assets or Google Docs or some different things, you know, or whatever before. And you know, with Marketing Studio being so helpful, a lot of things are really great for each campaign.
Um, they're even working on. From my understanding, bringing in HubSpot projects to the marketing side, which will be really awesome because you'll be able to like work on here's all the different things with a Gantt chart and tasks and subtasks that we need to do if we're really gonna have a bit of a templated content engine of some sort.
Once we've landed on what does our content strategy look like. Right. Um, anyway, so, I dunno, I mean, I'm, I'm pretty. I, I, I'm pretty like looking at it from this perspective, right? From a tool-based perspective. They, they needed to solve for people not knowing how to plug the tools together and in what order properly.
And I think if we look at it from that perspective, I think that this does a decent job of it.
Liz Moorehead: Okay, well here are my feelings on it and then I'm gonna turn it to Max. Um, I've got to leave aside the fact that they just are like, and make a content strategy that's keyword research
George B. Thomas: we gotta get past that. We gotta get past that.
Liz Moorehead: I think the most important thing, like let's just play, let, let's just play on the happy side of the sandbox.
If you've got an actual content strategy, you don't just already have a great piece of content in front of you. You have a content engine with a blueprint and a framework that makes sure you are publishing content that is aligned with your business priorities and is designed for the right people at the right time, exactly when they need you most, right?
It's got the voice. It's got the tone. Really what is going to be most helpful to you is really dialing in on some of the tools that George and also Chad mentioned about remixing, repurposing, extending the shelf life, extending the reach. A single piece of content can be manipulated in so many ways, turned into a video, turned into a carousel, turned into a post, turned into all of these other things.
As long as you understand that content strategy is a discipline. You can look at the tools that you have in front of you to really capitalize in a way that, quite frankly, most of your competitors aren't gonna do because they don't have their basics nailed down. So that's my 2 cents on it, max.
Max Cohen: Um, yeah, I mean, in terms of where to start, I would, I would try to like mentally detach the idea of building your content strategy from this stage and sort of stick it in the middle of. This one and the one before it, right? So you can take the proper time that you need to actually think critically about the content you are going to create, right?
Knowing that you've, you know, already established who your audience is gonna be, right? That's what Taylor was all about. So, I mean, it should be easier for you to say, cool, we've got these X amount of audiences. Like what are, what are interesting ways we can talk to them that are gonna provide some kind of value when they consume?
What we're gonna create, right? Um, and just give yourself the space to think critically about the content you're building before you just immediately jump into the thousand different ways you can repurpose it and amplify it and send it out in all these different ways and, you know, repeat it across channels and whatever it may be, right?
Um, you know, so I would say if you're looking at this stage and you're like, man, that seems like a lot, one, you're not wrong, uh, but two. It's okay to take a breath and think a little bit critically about what you're putting it out there or what you're putting out there before you're, you're only focusing on how to make it be everywhere, which is like, very much what the rest of these, you know, uh, uh, parts of this section are, right?
So, uh, take a beat, take a breath, spend some time. Like, you know, thinking about what the actual good content's gonna be before, before you just immediately start thinking what's every different way I can shove it down people's throat, right? So, chill out, chill out.
Liz Moorehead: You know, I thought I was being conservative and I thought I would freak you guys out by saying, Hey guys, I only have a three question outline based on how the last episode went.
George B. Thomas: That didn't freak us
Liz Moorehead: Uh, we only got through two questions though.
George B. Thomas: Yeah. That, that, that doesn't, that didn't freak me out at all. I was like, I know this is gonna be a conversation. Um, and there's just so much that like, we're moving on, but there's probably so much that we could continue to talk about. Um,
Liz Moorehead: We are physically moving on spiritually and psychologically. My therapist will be sending me a hefty bill.
George B. Thomas: That's funny.
Liz Moorehead: is no, but George, I would love for you to land the plane for this. 'cause like one of the things I really appreciate about the context that you bring to each of these conversations is that each of us is coming at this from a wildly different angle and we're all having radically different emotions.
Reactions to all of this. So if you take a step back, simplify the complex, what is the lay in the plane? What is that one thing you want our listeners to walk away with before we finally go into the final stage of loop marketing? And our long national nightmare will be over in two to seven
George B. Thomas: there we go. There we go. Hopefully too, um, depended upon if Lord lack tries to like, uh, get in the way again. Like at, at the end of the day, look, if you haven't been creating helpful content historically, I'm gonna let you know that it might feel like it's too late, but it's not too late. Please start to help humans.
Um, your business.
Max Cohen: will never be too late ever.
George B. Thomas: yeah, please be a good human and help humans. Um, that is the best business strategy. Like, show up as a human. Do good things, help other humans be able to do good things. If you have historically been doing that, but you've had a, an issue where you've always just kind of created it, posted it, forgot about it, by the way, probably 90% of organizations created it, posted it, forgot about it.
This means that you have a plethora of stuff that you can go back to and turn into content confetti. And so when you're thinking about this amplify stage, what I want you to think about is what can you build in the future and what have you built in the past? You can now use HubSpot tools or other tools to repurpose and make amazing content confetti.
I will give you an example. Historically, we created a podcast called Beyond Your Default. Historically, I've talked about the superhuman framework. We are in the mix of building something where we've merged beyond your default and superhuman framework in a certain personalized at scale direction to make amazing content confetti that is an entire website, an entire resource center, an entire like ecosystem for humans that might need help around the thing that we're trying to use it to help them with.
Again, it was based on the content strategy that I've used since 2013. Create helpful content that helps humans get to the next place in their life, so do that. Be helpful and create content. Confetti.