[00:01] leads for your business every single month without having to constantly create new content? In fact, what if you could do it with just a dozen blog posts? Sounds too good to be true, doesn't it? Well, Jana Osusky is here to
[00:15] explain to us exactly how to do this and she has the client results to prove it. Jana Osusky is a marketing strategist with many years of experience in the online business industry and all of the marketing that she does is based off of
[00:29] just 18 blog posts that she wrote on her website years ago. And now she teaches her clients how to use this same strategy of just 12 to 20 core blog posts, which she calls a capsule blog library. So, I've brought her on to Work
[00:44] Less, Earn More today to explain the strategy to us in detail so that you can see if it might be a good strategy for you to use to get your audience to start growing and customers knocking on your door. I ask her all the hard questions,
[00:57] we get into the nitty-gritty so that you'll actually to take this strategy and put it to work in your business if it seems like a good fit. So, let's get have you here on Work Less, Earn More. Thank you so much for joining me today.
[01:10] >> So, I want to jump straight into it. Content marketing is a pretty popular marketing strategy these days. Everybody recognizes that it can be a very fun and
[01:22] effective way to generate leads and customers for your business and a very affordable, at least compared to paid advertising. So, it's the go-to strategy for many of us online entrepreneurs. But, I understand that you have a little
[01:37] bit of a different take on it, a different way you like to use content help your clients. So, I'd love for you to just jump right into that, jump into the deep end first and tell us the basics of what the strategy is that you
[01:52] >> Yeah, absolutely. Um the strategy was developed back when I was starting my business and I was a done-for-you service provider. And because I had so much time on my calendar blocked off to do the the the
[02:07] work, I didn't have a lot of time for marketing. And so, marketing. And so, I decided back then um that I really wanted to be very, very intentional about what I was going to
[02:19] put in my content to make sure that um it was really going people have that feeling. They're like, "I really just want to be able to say it work." Um and I also decided that I wanted to
[02:32] have it live on my own website um in a place that was evergreen. then. I will say one of my first retainer clients kind of showed me and um benefits of doing that. So, I was very fortunate in that way.
[02:47] And I decided I was going to write a blog back in the day. And I wanted it to really It just It made sense to me at the time um that I would just simply write a blog about the things that I knew that my audience needed to hear and
[03:01] learn and understand more deeply to feel ready to buy my offer. wanted to sell the most of was my done-for-you Pinterest marketing setup. for a couple of clients and loved it and kind of fell into the the niche of it.
[03:18] required me to It was like a project-based thing. So, I always needed new clients coming because it was a project, not a retainer. So, in order to have consistent income, I knew I always needed kind of like a client pipeline.
[03:31] So, I wrote those blog posts and I used them everywhere. And when I shared them, people typically came to my calls like feeling like they were excited to buy my working." So, instead of kind of coming up with new things to say in all the
[03:45] other than my blog, I decided I would because if it was working in one place, it would work other places and I was right. And so, I developed the system and these days I call it a capsule blog
[03:58] library. And it's 12 to 20 blog posts that are extremely intentional as far as what you're actually covering. So, it's not just like musings or top 10 books to It's very much focused on the things that your audience needs to feel ready
[04:13] to buy. Um and then once we create a capsule blog library, uh we meaning I, the way I do it in my business now and also my students who follow this method, we spend more time repurposing and
[04:25] resharing and recirculating that content and using it in our sales process than we do in creating brand new content. Um and that's really the strategy and that is uh it's as simple as that. Um and it really comes down to like that
[04:39] intentional in identifying what it is that your audience needs from your content to feel ready to buy so that you can build your capsule library around strategy. >> Thanks for breaking that down. It as
[04:51] >> Thanks for breaking that down. It as soon as I heard about your strategy from you know, having this interview today was I was talking to my customers, my the podcast and they mentioned your name. So, I looked you up and as soon as
[05:06] I started reading your website and I read about your strategy, it both is like similar to some things that I already teach and also just like really resonated with me and was so aligned with my whole
[05:19] where we want to be focusing on that like 20% of the effort that gives us 80% podcast is called work less, earn more. I'm always looking for those types of strategies that are going to really save us from doing the hustle, the grind, the
[05:36] certainly still like do it on a budget cuz paid advertising it can be a way to save us from a lot of that hustle and grind, but it also can be pretty spendy. So, I I love the strategy and I'm excited to dive into this further with
[05:50] you today. So, the first thing I want to talk about is after you write these 12 to 20 blog posts that you're talking about, you talked about repurposing exactly do you mean by repurposing them? >> Yeah, that's such a good question and
[06:04] little while to figure out in my messaging how to make sure I'm really getting across what that really truly means. And so, my program is called high leveraging your blog post and I think of it as doing that in three categories.
[06:17] One of them is true repurposing where you're actually taking parts of the blog um whether it's part of the introduction or a sound bite from it or the way we actually structure the blog posts um in my program, they're really structured so
[06:31] smaller pieces of content. So, they're kind of like modular furniture in that way. And we do that for a few reasons. One of them is that this works well. So, it's taking pieces and repurposing. But then also um it's also about the
[06:45] content is just re-sharing the content. So, making sure that instead of writing a blog and then promoting it when you write it, but then never really sending it out again to your list or share sharing it on social or sharing it um
[06:58] you always are sharing it on a cycle. So, making sure that maybe every quarter or so you're sharing your blog posts. And then the third way that we leverage sure that whatever your sales process is,
[07:11] you are using the blog post in that sales process. So, if you get on sales calls, for example, you might use the blog in one way. If you have a lot of in a different way. If it's more direct to checkout in terms of your offer,
[07:24] probably have like that direct to checkout kind of sales process, how would you use a blog, right? So, when I say repurposing, it kind of means like all of those things, but then the more specific piece
[07:36] of it is that third where we're actually breaking down those pieces, the modular furniture concept, and pulling them out and using them as emails, using them as using them in other areas of your business like using them to develop
[07:50] does collaborations to grow your audience for example. I just had a call with a student this morning and after we went through her content plan where that she was going to cover she said to me, you know, I need a new
[08:04] let's go back through your content topics and we found it right there in the content topics because the whole point is coming up with the ready to buy and that's also what you want to be sharing if you're showing up
[08:17] and doing, you know, any kind of speaking too. So repurposing to all how it looks. >> Okay, I'm going to interrupt this episode for just a moment and no, this is not a sponsorship. I just have two
[08:30] important questions for you that I got to ask. One of them is how long have you been running your business for so far? And then the follow-up question is and how's it going? Okay, I really want to know. Leave me a comment down below. Let
[08:43] your business for and how it's going so your business for and how it's going so far. And if the answer is it's not going so well. It's not making much money. Maybe it's not making any money at all.
[08:55] Especially if you've been trying to build your business for a while at this point, months, possibly even years, then I want to tell you about a new podcast series that I just recorded just for you if that's your situation. The podcast
[09:09] series is called Stuck at Zero, Why Your Online Business Isn't Making Any Money and What to Do About It. And if you don't do anything else for your business this week, I want you to listen to this short podcast series. It's only five
[09:23] episodes long and I'm going to give you a major mindset shift about what is actually holding your business back. You can listen to the podcast series for can listen to the podcast series for free at gillianperkins.com/stuck.
[09:37] description down below, so you can find that really easily. Like I said, it's only five short episodes long, so you really have no excuse to not listen to significant amount of time into your business, and especially if you've been
[09:50] doing that for a while, you really need to figure out how to start getting a return on that investment, right? And not have that time just be time that's being wasted. So again, GillianPerkins.com/stuck
[10:03] to listen to Stuck at Zero, Why Your Online Business Isn't Making Any Money >> With that second part where you were talking about sharing it, basis, do you generally recommend that people
[10:18] choose like one main platform that they are sharing on or a variety of platforms? What does that look like for most people? How often are they sharing quarterly, maybe you meant like each post would be shared like once a
[10:31] >> Yep, exactly. That is That was what I meant when I said that, yeah. Mhm. yeah, and I think that um you asked about >> Sorry, I asked it in a rambly way. But
[10:44] basically I'm wondering like which different platforms, how many different platforms, and I'm curious is it mixed in with other content or is basically marketing just sharing this blog content that they already created? Um so yeah. I
[10:58] sort of prescribe it um to the folks who are following my method exactly, is that attention to repurposing. And so at that point you start doing that on kind of a focusing on only three prongs, if you will, of a visibility plan. So the three
[11:10] >> and published four of your blog posts, four of the 12 to 20 that you're going to publish in your library, you turn some of your attention to repurposing. And so at that point you start doing that on kind of a schedule.
[11:22] Um and I typically recommend that you focus on breaking down one blog post for two weeks worth of content and focusing on only three prongs, if you will, of a visibility plan. So, the three prongs are your long-form content platform,
[11:36] but it could be a different type of long-form content as well. really um like a non-negotiable, I think, for the really. And then choosing one or two what I call
[11:51] visibility strategies. And that doesn't necessarily mean it has to be social social at all. Some people like to have one of those two uh growth strategies be a social media channel, but there are other ways to grow as well. For example,
[12:05] different types of collaborations. So, to answer your first question about you know, whether we want to try to be in multiple places, um I really believe And I think depending on how you want to run a business, once you get consistent
[12:18] mastered that, you could, if you wanted to, bring in more visibility channels, but I think it's better to do a few things really, really well and go all in on them than to try to spread yourself too thin and try to be everywhere,
[12:31] especially if you're trying to, you know, uh work less and earn more, right? >> Yeah, absolutely. I'd love to talk more about the visibility side of things. Obviously, blog posts can help you get visibility directly via SEO, and then,
[12:45] as you're talking about, you can repurpose them to get visibility via collaborations or share them on social to potentially get visibility on social platforms. I'm What I'm wondering is in your own
[12:58] I'm What I'm wondering is in your own business and maybe in the businesses of your clients who follow your method most closely, what does that mix end up generally looking like? Like, do most of you get most of your visibility from SEO
[13:12] media? >> Yeah, that's um it's a really good So, I'll answer it first from the perspective of my business. I would say that in the beginning, I was when I was first writing my blog
[13:25] posts, most of the visibility came from the things that I was personally doing, right? So, going and sharing in a Facebook group, for example, sharing it started out small. Over time, I used my
[13:37] content, to repurpose to grow my audience and grow my email list as well. and then over time, it shifted in a more passive direction.
[13:49] And so, I actually teach a concept in my program called unforced SEO, where we don't actually start by doing keyword research and writing around a keyword. way, but basically, bottom line is that I've seen a lot of people
[14:02] really get off the ground with a blog when they tried to take that approach. >> Um I believe you should have at least 10 blog posts on your blog that cover the ready to buy before you even think about keywords and SEO. And that's how I did
[14:17] that's why I teach it that way, too. Um but around like maybe like like around 18 months after I started my blog, and I had probably about half of my eventual 18 blog capsule blog library posts on my blog,
[14:32] I started to notice that I was getting traffic traffic from Google. So, traffic traffic from Google Google traffic traffic from Google and like in search console, and being like, "Okay, that was on page two or three.
[14:45] I didn't start my blog that way because I don't think that's you know, that's well, I think, for businesses like ours to get started with. there's a shift over time, where first you start with things that are a little
[14:59] you know, the things that we might kind of look at as like more of the hustle strategy and a good plan, you can kind of move in the direction of phasing it ends up being only 10 or 20% over time.
[15:12] And probably around I'd say year two or three, that's where I was, around 10 to 20% of it was coming from things that I was doing, repurposing, going out and was like one and done content. And then over time I'm seeing more passive
[15:26] visibility. So, through things like um speaking in places that are more evergreen, for example, podcasts or YouTube channels where people can still find the content for months and years. Um Pinterest is another great example of
[15:39] that. And um SEO, Google SEO being an example of that as well. And these days um AI too being something that you can lean on more over time. >> For you and for most of your clients, it's blogs that are the go-to long-form
[15:53] content type. Why is that and what are the other options somebody might >> Um so, I do have people who come into the program and they either already have a podcast or YouTube channel and it's not really working as well as they want
[16:05] much as they want. Or it's not getting as much um happens when we choose like this the >> Mhm. >> Um or people who want to start a podcast
[16:19] or YouTube channel. Um so, it's about maybe about 10% of The reason why I really like starting with a blog for most people um and again, the strategy can work for podcast or YouTube, but
[16:32] is just because to me it's the most low-lift way to get started. You don't need a team, you know, you don't need any editing, you don't need um to worry >> Mhm. >> We know that those things are
[16:45] less of a they're less insurmountable than we think they are in the beginning. >> Right? Like you can just press play, you don't need to have great equipment, all agree with all that. But for a lot of people it is hard for
[16:57] them to get started that way. Um and so, for me I tend to attract a lot of people um I would say like deep thinkers and they enjoy writing. And so, starting people with their words is a desire they have and they think of
[17:13] a blog as the way to do that and I would tend to agree that for them that's the best place to start. Um so yeah, I think that's pretty much the reason why most >> [laughter] >> Oh, sure. Yeah, yeah. Well, that totally
[17:27] makes sense. Um and another advantage that I see because I do all three of podcasting and YouTube. And they each have their own advantages, but I often do really like starting my content with
[17:39] a blog because I can kind of work out my thoughts more thoroughly on paper and then I can speak them more easily when I am recording a podcast or recording a kind of originate content. >> Yeah, yeah. When you were first starting
[17:54] years ago, did you do all three right away or did you start in one place? >> Um I think I started with the blog and with like social media and it didn't work for me very well because I didn't really have a good visibility strategy
[18:08] and I was starting, you know, with no SEO for my website um and things like that. So, I just didn't really have any leverage. And so, for me it worked really well when I then got on YouTube and I got more visibility that way and I
[18:22] also got rid of all my other social media and just focused on YouTube and media and just focused on YouTube and put all my energy into that. But then the blog ended up playing a really important part as well with both kind of
[18:34] like you know, being a hub for the business where people could go to my website and read my ideas um and you know, learn all things Gillian and also for almost for me to have um a a vault, I guess, of my own content,
[18:50] right? Where I could almost reference my own content more easily. So, I definitely see the value there for sure. >> Yeah, yeah. It's like a body of work and it becomes kind of a um kind of a source of truth for your business and your and
[19:03] >> Yeah, yeah. Like a reference book almost, uh-huh. Let's talk about the number of pieces of content that you're recommending. 12 to 20, you said. lift feel free to share any thoughts you have on like why that number, but my
[19:17] specific question is would we get further ahead if we post more content than that, or is there some unique advantage to stopping at max 20?
[19:30] And the very, very related question is like, are we going to get beaten, if you will, by our competitors who maybe are continuing to publish more content?
[19:42] >> Hm, interesting. Yeah, I the reason why we max out at 20 um was because I believe that was because I believe that what happens is well, I believe that we
[19:56] actually need to focus more on repeating our most important main messages than on putting out new content all the time. And so for me, I think that and we can important, but it's really because it's what helps you become known
[20:11] for the thing you want to be known for. It helps people trust you. we're business owners with products and services, digital products typically, to And so, coming up with your main messages and being discerning about
[20:25] that, there's some real value in doing that, right? Is like narrowing things down to like, what are the 20 things, right? Or the 18 things, Um and then repeating those main messages more than coming up with new
[20:38] things to say all the time. I think I see a mistake that I see a lot of, they think that they need to kind of like compete with influencers and And I think that when you run the kind of business where you're trying to have
[20:52] digital products, the repetition's actually what you need. all the time, your audience can actually kind of start to get a little bit of whiplash. Um and it's not as easy for you to become known.
[21:04] And so for me, you know, creating those 20 posts, that's the most that I typically want someone to do in the beginning anyway. Um, do I have students have I, you know, had students who are up to 22, 24, or created their library
[21:18] a great idea that they want to write a blog post about? Yes, of course, and I'm >> [laughter] >> Um, especially these days we have a lot you know, write more quickly um, and still intentionally.
[21:32] more on the repetition of the main messages and less on coming up with new as business owners we should not be blogging every week or every month. Um, I do not think that blogging consistently is necessary and I don't
[21:47] That's just That's my take on it. >> Yeah, tell me more about that. Why do >> Because I think it it keeps us from doing, you know, the thing that we need to, which is to really take the blogs and get visible with them in those three
[22:00] repurposing, the resharing, um, the recirculating, right? And then also using them in our sales process. >> it's easy when you have like, you know, I think we we took tips for a while or
[22:12] took our um, we took our inspiration from like quote And so at some point in the digital marketing space we decided that like, to blog consistently. So, we're trying to put out something new every week or
[22:26] I really feel like when you have your own product and service to sell, when while. >> Okay, so here's a a selfish question I have for you, you know, a question about my own business. What about the person
[22:39] that, right? Like I've written hundreds hundreds of podcast episodes. What would position? >> Yeah, my more advanced students who come
[22:52] in and are in that type of situation, um, typically they use the program to content pillars, which is the content pillars I teach and they say, "Okay." They they use that to identify which topics they've already written about
[23:05] should be part of their capsule blog library, and then it also shows them there are any gaps, you can, you know, write a few new blog posts if you need posts, there probably aren't going to be that many gaps.
[23:17] and then they'll use that capsule blog library to do the the repetition of the main important messages um and also to be able to delegate that. So, you and I spoke a minute ago about how um
[23:32] about how it becomes like a source of truth, right? And one of the nice able to delegate some of your content if that is something that you want to do. to do repurposing of content for you to show up maybe on a platform that you
[23:46] lot of time on um or to create um things like that when there is this like source of truth. And if you have hundreds of blog posts, it might be hard for you to say to someone,
[24:00] tag them as your capsule blog, then you do have that body of work source of truth that you can use to help delegate more efficiently. So, that's doing, and that's
[24:13] more beginners, and they're really getting started identifying what their their blog for the first time. >> Yeah, that's something that I definitely realized when I started building my team, I don't know, several years back,
[24:28] about five, six years back when my business started really growing, that I, you know, tried hiring people to create content for me, but also might be a sales email or different things like that. And I pretty
[24:43] quickly came to the conclusion that I needed to be the person who originated >> They needed to come from me first. They needed to be a blog post I'd written first or a video I'd created. And then from there, you know, somebody else
[24:56] could very easily spin it off into an email or a social post. And now I'm doing the same thing with AI. You know, I don't ever let AI just create content for me out of nothing because it's not me. It's not my content. It's not going
[25:12] to be my message that I want to share with the world. But if I can take a video or a blog post that I've written or even an email sometimes and I can tell it, you know, now turn this into something else or you know, make this
[25:25] make it longer or something like that, then it can do a really good job. >> To finish up with the question I was talking about like what would you recommend I do? So it sounds like with the the small number
[25:41] about, they're a little bit more substantial, um, not necessarily than what I'm creating, but than what might be created at least, right? On Is that true? That they're on the longer side generally?
[25:55] >> I would say yes. I mean, they they my students range probably from around like would say would be long-form capsule-worthy content when you have a Um, all the way up onto, you know, 4,000, 5,000. I have a couple of words,
[26:09] words, but they're broken down and organized in a very specific way. Um, so I don't know exactly how many words on yours. I haven't looked, but
[26:21] >> on the longer side as long as blog posts go. So for me, it might be like me identifying which would be my dozen or so capsule blog posts and then maybe making those particular ones more substantial.
[26:36] >> You could, yeah. Um, or just really kind of revisit them and think to yourself like what am I what am I showing things that they need to hear and learn and understand to feel ready to buy. So
[26:49] your blog posts was originally written and I know a lot of folks who have a lot of blog posts. Typically, some of them were written for SEO. going to restructure this one a little bit so that I'm talking about my paid
[27:02] offer a little bit further up, and I'm not just educating them on something, but I'm also talking about how it is that I facilitate that thing inside the paid offer. So, you could also kind of refresh them and make them
[27:14] a little bit more conversion-friendly. Um and then once you've identified, you know, whether it's 12, 20, even if you have a lot, so maybe it's 25, you could just kind of like emphasize reshearing
[27:27] and uh repurposing from from those key messages more than maybe you emphasize the reshearing and repurposing from the other blog posts that are not like, you know, tagged as capsule. >> Mhm. And when you say tagged as capsule,
[27:40] tags? >> I probably would do it that way if I to me that would be the easiest way to do it, but I'm kind of just like you URLs of the ones that you consider your capsule library, too. It doesn't have to
[27:53] >> So, I don't necessarily need to throw away all my other blog posts, but yeah. But, would you recommend somehow like featuring, like not just having it be an internal thing, a spreadsheet, but also somehow featuring them more prominently
[28:08] on my website? And I'm curious also for, you know, this the people who are just getting started with content creation, and you know, they're starting at ground zero with this, it do you like how do you recommend that
[28:20] they put these blog posts, like display them, feature them on their websites? Just in a blog a normal blog feed, or some way that guides the reader to maybe start with the first one and read through them. I've seen some blogs that
[28:32] it's almost like a blog funnel. >> Um I'm glad you asked that question, different for you than it would be for like my typical student who's getting have lots and lots of blog posts already, I do think it's a great idea,
[28:44] resources, like you have a team that can look at that and make a recommendation someone who manages your website. You're probably not in there tinkering it with tinkering with it yourself anymore. Then it would make sense to create some
[28:58] different categories and maybe you do have your capsule blog blog posts that you've identified as the most important key messages that you've conversion. Maybe you do have those kind of emphasized toward the top, right? But
[29:13] for my new students students who are new, I should say, to blogs or even to business cuz a lot of them are we don't think too too much about that yet. So, it's really this is how I look at most blog formatting.
[29:26] again, it like you mentioned earlier, it's like the 20% that gives us the 80% Spending time worrying about setting it up in terms of formatting isn't really that I want people spending a lot of time on. I want them thinking about what
[29:40] are the topics to write about, what's most relevant for their audience. Structuring those blog posts in a way that's high converting instead of just at all. And when it comes to the actual blog
[29:53] roll page, for someone who's new to a blog, I would literally recommend any well-formatted blog roll page and not worrying about any categories or building any particular customer journey in the beginning. Just having them all
[30:07] there in the order you publish them. And then letting people look through the 12 to 20 posts that you do have, right? And in the beginning it's even going to Um and really just kind of create their own
[30:19] >> Sure. >> Ideally, we hope they're reading more than one. That's part of this system, as well, as doing some interlinking with who like binge your content and then book a call and say, "I read your blog.
[30:31] I already know I want to buy." You know. >> What stage of business would you say is the right stage, like obviously a fairly early stage, to get started with this? like the first things that somebody does when they're getting their business
[30:47] started or do you think that it would be better for them to like more do some one-to-one marketing first and just, you know, work their network before they get >> That's Yeah, that's interesting. I mean, I've always believed in content
[31:00] marketing. It's just kind of the values that I have. I want to be setting myself up for more ease down the road and I think that it's important to of thinking about pulling both levers at the same time, even though that can be a
[31:15] >> Mhm. >> So, definitely taking advantage of kind of the low-hitting the low-hanging fruit in order to sign the clients to have the income, but also thinking to yourself, when I look back at my business and what
[31:27] I've been building for the last year, when that happens 1 year from now, what do you hope you will have been building? Um and yes, I believe that starting with that you believe your audience needs to hear and learn and understand more
[31:42] deeply to feel ready to buy is a really, really great place to start um because people it takes a while a bit for people to get it, but it's like it's not just about building a blog, you know? It's about getting that clarity
[31:57] truly answer those questions. What are the things that my audience needs to feel ready to buy? And making a list of the blog topics that you think that you want to write and then evaluating them based on how
[32:09] audience, repositioning them if they feel like they may be a little bit too going to feel important to them and that structuring them in a way that's that they're going to convert.
[32:21] So, I think that learning those things and building that library is an incredible amount of clarity in the beginning as well. And I've noticed that a lot of my students who come in and do the first
[32:33] actually identify what your audience needs, what your topics are going to be. offers that they brought to the table because they identify what needs to go people are going to need from them in the
[32:48] cuz we always think that like, you know, you build a program and then you market it and that's the trajectory or that's the order that we do things in. But a as you're marketing it, you're figuring out like, "Oh, okay, that's how I need
[33:00] to improve the actual offer itself so it's more marketable." Um and I see that happening a lot too in the beginning with that clarity piece. So, I think writing content, yeah. I mean, I think it not only builds the
[33:12] businesses that we want 1 year from now, but it also gives us a a lot of clarity that is hard to come by in the beginning if you skip it. So. >> Yeah, I totally agree I totally agree. You know, in those early stages of
[33:24] business, those early days of business even, it can feel like we want to hurry audience and what's the fastest way to get there or we need to hurry up and start selling the offer. But in my experience, when I started my business,
[33:39] I I was very much in that mindset, but it was actually the act of creating content that led me to develop my messaging, figure out what I actually wanted to share with the world, um what I was taking a stand on, and and trying
[33:53] things out for myself, for sure. And through that process, my audience grew and then I was able to sell an offer, but initially, when I was first obvious. Like, I'm not going to make money if I'm not selling something. So,
[34:08] I had made some offers and tried to sell them, but I both didn't have an also, you know, it was I didn't have something that was like really unique that I had really worked out. And I wasn't very
[34:22] the offers themselves weren't as good as they became much later on after I'd content. >> Yeah, that's a good way to put it. And I have a similar experience as well where um the way that I grew my audience was
[34:37] >> Mhm. >> And if you do want to grow an audience, audience that is eventually large enough to be able to sell one-to-many offers as opposed to the done-for-you services or um even some of my I have some coaches
[34:50] consultants. Uh content is going to be something that you'll need to grow an audience for those types of things, too. So, you now on what you built, you want to have built the thing that is going to set you
[35:03] >> I agree. >> Yeah, absolutely. Okay, well, we are getting up here on time, but one thing I definitely want to talk about before we wrap this up is the content of those posts. Now, I'm sure
[35:17] that this is to some degree like proprietary in your system, but I would love it if you would share a few different like types of topics that you recommend people cover in these blog posts or how people can work on figuring
[35:30] >> Yeah, definitely. Um yeah, a lot of folks who come to me, they have started content, and this could be their blog posts, could be social media, could be emails that are educational tips. Um if they're
[35:45] in wellness, they're sharing recipes. If they are in uh some kind of life they're sharing other people's inspirational quotes and things like that. Um and those are the things that we need to uh stop prioritizing. They
[35:59] around like I don't know if you remember like around 2019-ish, um but not really so much anymore. Um and so, we there are nine types of program, nine types of content that I created in my blog originally as well.
[36:15] important ones are the ones that really actually explore a problem that your audience has, and it's not just any problem, it's going to be a problem that the the two biggest things are like they need to know they have the problem.
[36:28] like our diagnosis of like what they're doing wrong and why it's, you know, actually something that they want to solve. And then it also needs to be a that you solve inside the paid offer that you are writing the library around.
[36:44] that's kind of like part of our topic selection like process is brainstorming based on a certain like litmus test that way. Those are really powerful because I
[36:57] psychology-wise like like either move away from pain, which is like solve a problem, or move towards pleasure, right? Which is getting to a goal. So we write blog posts about
[37:09] everyone's problems in blog posts, but we explore them and talk about what we solving them. Um and then the goals as well. And then like you were saying writing content helped you figure it out
[37:23] figure out What were the words you used? Like where you stand on things or what? share with the world. Mhm. >> Yeah, the things that are different factors. Um you know, the hills that we'll die on,
[37:35] things like that, right? The things that become our um >> Like the tenants of our message. >> Yeah, and also like the controversial take when they see that really do get us a lot of attention, too.
[37:49] >> So um those things typically come out of mistakes people are making right now to or getting to the goals that you help And then the myths that they're currently buying into and what you want
[38:02] So those are just a few of the types of posts that we do, but those are really we really want to be focusing on and digging deep on if you want a capsule instead of things like the top 10 books to read, you know, if you are you know,
[38:18] um if you're let's say you're let's say you have a fertility course and it's 10 get pregnant or um top 10, you know, books to read when you're Um, if you're want to take care of your
[38:31] >> [laughter] >> You look like you're very good at that. Um, so, yeah, so that's those are just kind of a little taster of like the types of things that we're digging deep on and talking about in our really like
[38:44] >> Sure. So, it makes sense that we would have a different strategy if we are planning to blog every week forever. We need to, you know, come up with all like, you know, the top 10 books we'd recommend people read. Um, but if we are
[38:58] only going to be creating a dozen or 20 or so pieces of content, then we have to be very selective and not have any of that filler content. So, that makes a lot of sense and thank you for sharing those
[39:10] specifics. So, I think that we'll wrap this up here. Do you have any like final thoughts to share with the listeners if they are considering getting started with this strategy? Like, what would you
[39:22] >> Yeah, um, I always recommend that people what we were just talking about. If you would like to have a capsule blog library and then repurpose and leverage it to get clients on repeat,
[39:36] I think that I like writing a sticky note up wherever wherever you write content and shifting your thought process into instead of what can I teach them in my content or what do they need from me?
[39:49] It's what do they need to hear or learn or understand more deeply to feel ready And sometimes there's overlap with those things. It's not like it's always, you shifting into that kind of thinking and and really writing your content from
[40:04] makes all the difference and that is where I recommend people starting. Um, course, for people who want to get started and learn some of the basics of >> Well, we will will definitely be linking to your website in the show notes for
[40:20] particular you would like to direct the listeners, though? um blog strategy training. It's called um the secrets to signing clients on repeat with a capsule blog library. So, it's very much like
[40:34] digging more deeply into the strategy we talked about today, into what types of content um does work and go into a library, how often we're repurposing and that I bring up to show kind of the visual on it.
[40:46] people to get started if they want to learn more about this and decide if it's a good strategy for their business, as well. Um and that's on my website at well. Um and that's on my website at janaomedia.com/free-blog-training.
[41:00] show notes, as well. >> Great. Thank you. >> thank you so much for joining me today. I love I love the strategy, and it was so nice to get to meet you and learn all about it for straight from you. So,
[41:13] shared. >> Thank you for having me.