From Keywords to Content - Using Search Data to Drive Content Creation - Teacher: Tamara Mon Louis

Hello, welcome to useful content. And today we have a brand new teacher in our useful content classroom, Tamara Mon Louis. Hi Tamara.

Hello. Hello. Hello. I am super excited to be here. I am tomorrow. We I am the founder of Monovan digital marketing solutions where we really help businesses, you know, go beyond those likes and follows to get to that place of creating relevant content so they can grow their businesses. Super excited to be here today.

You have that talk track down Tamara. I must say you haven't locked all the way down, all the way down. Um, go beyond the likes. And I know that is something that came out of when you started your business, you first started your business. That was like the foundation upon which you started it, which was, well, October will be six years now that you have been in business and, uh, go beyond it.

Like, so they explain before we get into all the other stuff about how I know you and the, the great content you came to share. Could you explain what go beyond the likes means to you?

Yeah, 100%. So truly, when I started the business, the 1st workshop I did was actually called. I launched the business with a workshop called Beyond the Lights. Um, and as I was in corporate America, I've worked for brands like St. Jude Children's Research Hospital and Hilton Worldwide. They've flown me all over the place to work for them, which has been exciting. One of the things I learned as I work with these corporations, and I met with CEOs, you start understanding that, uh, likes and follows do not connect for them because it's not revenue driven. It's not business goal driven. So, the more you talk, we talk to them, and this was when digital was like, super early, right? Um, when we talk to them, it would, we would present them with likes and follows, and they would say, okay, where are the heads in the beds? Or where are the, you know, where are the leads? Where, where's the stuff that I need to say that my business is growing through this medium that I have to spend a lot of money in. So when I started my business right away, I understood that that was something that business owners needed to connect with. I have a degree in economics, so I connected the dots of business goals through digital, and then it was, so I simplified it by saying. Beyond the likes. And then I got a trademark.

So I trademarked go beyond the likes, um, which allows us to have a really robust conversation. When someone hears that right away, they're thinking, ah, this is more than just social media.

Yeah. And that's so true because I think, uh, over the years with digital marketing and with social media, uh, there's only been a whole focus on how far we've You can reach as opposed to how this thing really impacts the bottom line. And I know you are somebody who is acutely focused on impacting the bottom line of businesses.

And that is something that I know, um, you take great pride in as a digital marketer at Monovan Digital. There's the, I mean, I've known you for a while. I think we met. back. I think the exact date was February 27th in 2020, right before the pandemic, where you did the best photo shoot ever. But here's the thing. The thing is that there are two aspects of your content, the content creation choices that I find to be very interesting. And this is before we get into the main things we came to talk about, right? There are two aspects of your content creation choices that I find to be very, very interesting.

I'll talk about the first one and then I'll talk about the second one right after, right? And so you could have a chance to explain why you do things that way. Cause I think it's important for. I still look at why things are done a particular way and then why it works. So the first thing is that you start in long form content a lot of times, and interesting.

About the thing about that choice is that it's always done live. So I met you and then met you again on clubhouse, which was a, a live long format that was, uh, the top seven digital marketing trends at seven every morning. And then, you know, doing your business in digital, which is also live.

Why did you choose to create your content? Long form content from a live, uh, video or at the time was live audio. Why live?

So clubhouse was really the deciding factor on that, right? So clubhouse allowed us the opportunity to test some things to test audio out and to test audio content out. And we understood that we were, we were looking to build community and if you're building community, they listen to the content and they were listening to the content live and they stayed for an hour. If they didn't stay, they came back and they listened to it again, or they listened to it after, or they listened to bits and pieces. So on Clubhouse, there was a real opportunity to understand what the community was looking for. The questions, how long they could really be engaged. So we took a lot of the principles of the top seven digital marketing trends from Clubhouse over to your business in digital. And really. Understanding that live content is also the easiest content for me to create. I get to put an intro in front of it. I get to put an outro behind it. And then there's no editing. live content is just easiest, easiest content for us to create less editing, less work, um, and then it's still again, great for us to be able to move to any other form of content from it.

so that, that makes sense. So you can do something that's long form. You don't have to quote unquote edit unless of course you're making, uh, repurposing the content. And when you're done, you're done. Basically you're done with the whole thing, but there's another aspect of that live from the days of clubhouse that has bled over into, or maybe has informed or taught you that you could do live as well.

Which is that you don't ever. Do the show alone, right? You have always made a choice to have a co host or to have somebody you can have the discussions with on the topic that you have come to share about. Why, why did you make a choice to have co hosts as opposed to doing it solo?

Yeah, no, great question. So the current show, your business and digital is really built on the, the, we are a true small business. So there's a CFO on the show. There's a sales and pricing person on the show. There's an operations person on the show. And there's me, the digital marketer on the show.

So we're able to break down those silos and have the CFO have a conversation about digital and how it impacts the bottom line, have the sales and pricing person have a great conversation about marketing assisted leads, and then have the operations person talk about how do we actually implement the strategy. So when we talk to businesses, we always find that there are. Silos between sales, marketing, operations and finance, right? CFO is like, I don't know what digital does. I'm going to sign off on it. So if we break those silos in our conversation, when business executives and business owners watch the show, they're able to now connect those dots and see that business school because again, we're always trying to go beyond the likes.

Having a CFO validates we're going beyond the lights. Having a sales and pricing person validates that we're going beyond the lights. Having an operation person does the same thing. Uh, so it really is a holistic view of the business.

Oh, okay. I get it now. I get it now. So you're trying to represent how a small business would have to think about digital if they have to do it for themselves or have you helped them with it. Okay. I understand now.

Uh, so there's no room for any other, um, persons 

They're always, there's always a room, there's always a room. We bring guests onto the show as well. Recently, we actually, we've added a TV nominated movie. Video producer that has a segment on the show. So we have opportunities for segments.

Yes. Yes. Yes. I know this. And it's highly structured too. I love that about the show that is highly structured and done a really great job with putting the actual show together and keeping it very good. One thing about your content creation, you are a master of consistency. Uh, did you got, I got, you got a hundred episodes on clubhouse, I think.

How many episodes did you eventually do? on 

I was there consistently for 365 days in a row.

365 days in a row, unheard of in the area of content creation for many people. So, I mean, I'm so glad you established that platform that you Have experience in digital, in live, in building a consistently building out content and, and the system supporting that. So let's get a bit into what we came to talk about today.

We're going to, we're going to focus on, on keywords and moving from keywords to content. Creation. And, uh, and I know that that's something that is very close to your heart in a recent time, especially. Could you explain why is, why are keywords important for content creation? And what, and for those who don't know what exactly are you talking about when you say keywords?

I love that. Great question. So keywords are the way we search in Google in being, um, maybe on social media, we put keywords into these places and it produces results for us, right? Um, it's a search results page that says, Hey, I put in these keywords and these are results. These are things I may have been searching for. So keywords also establish real estate in search. Right. So meaning that it's market share. So each keyword is connected to a certain search volume, meaning that every month, a certain amount of people are searching for these keywords, right? So, um, for instance, uh, marketing solutions, marketing solutions, uh, I believe a search 480 times on a monthly basis. We now rank for that keyword. I'm not sure. I'll give you the exact keyword, but we ran for that keyword. And we are we want to get 10 percent of that search volume coming to our website, so we're actively looking at market share. So keywords become important because when we and our customers are going down their rabbit hole of search, that's how they present it, either in keywords or in questions.

So that's why keywords become really important. Um, and then there's the opportunity for you to become. Really the answer to that question, because if that's how we're searching, we know there's a search volume. We get into a place of becoming the answer and actually creating relevant content that people are searching for. So many times when we, I talk to customers, they are creating content just to create content, right? They're like, Oh, I posted selfies this week. You know, it was, it was amazing. I did two bathroom selfies and, and they believe it. All their friends liked, liked it, you know, and we're like, okay, great. Well, how does that move the business forward?

Was anyone searching for that content? Did you become the answer for your potential customer or did you just post and create content just because you felt like it? We're connecting the data points back to the content creation so that you can actually maximize that content and get it in front of people that are searching for it.

You're searching for the answer, but they may not necessarily know your brands, right? That's the other thing 

You mentioned, uh, a figure earlier, it was at 480 searches.

the 80. Yep.

So what, what is that exactly? 480 search searches in what context? And then you say you want to own 10 percent of the search. What, explain that to me.

So each keyword on Google is connected to a search volume, right? So when we when we are searching Google has these tools that tell us as digital marketers We go into some cool tools that tell us hey this seat this keyword gets this many searches So meaning that People at home take up their phones and they're searching for it. And then Google will tell you, this is the average monthly searches that this specific keyword gets every month.

Once I understand.

that, I can now say, Hey, So if I say this keyword is perfect for my business because I talk about marketing solutions, I talk about digital marketing solutions, I'm going to create content to support this, I also want to aim to drive a percentage of the people who are searching to my website with the answer.

So if I said, I wanted to increase my market share for this keyword and get 10 percent of that volume, right? 10 percent of that is 48 searches a month coming to my website. I can actually start measuring against that.

So are keywords done for specific geographic areas or is it done, is it measured globally?

Both so keywords can be measured globally, but it can be measured for specific geographic locations. Uh, for instance, I was working with a client in Trinidad the other day, um, and the key word is best gynecologist in Trinidad specific to Trinidad. If I'm working with stuff in Orlando for my business, it's going to be digital marketing services near me. Um, if I have a global product or service, if I'm international, I could look to understand the worldwide search for that and understand how much traffic I want to capture from those keywords and work towards capturing that traffic.

how can you tell what percentage that your website owns when you look at the overall volume of keywords?

Great. I love that question. So tools like Google search console. So Google search console gives you a great idea of what are you even ranking for this current space. So it's a free tool. Um, everyone, if you have a website should have Google search console. So it will tell you, Hey, what are the keywords that your website is ranking for? It'll also give you an idea of the number of impressions that you get. So how many times you show up. It'll also give you a measurement of how many clicks you get from those keywords. So if you're really strategic and you start your process by knowing your keywords, knowing those key, the keyword volume, or working with a digital marketing strategist or an SEO person to do that, right? If you're doing it on your own, probably not something that you're going to do for yourself. This is what you really need to get into an expert, um, or do a little bit more research, right? This is where you kind of now start looking to say, okay, great. I want to draw this in, and I'm going to look at this on Google Analytics and Google Search Console to see if I am increasing my traffic because you should be able to measure to see this keyword is bringing in this amount of traffic.

So Search Console is looking at. It's perfect at telling you how much traffic each keyword is bringing in. And the more you fine tune your content on your website, it's the more information you get because people will come to your landing page. Are they staying a long time? That validates if the content, is it the content they want to see when they get there? Right? And that's where you start making your optimization as the, as the content creator.

Oh, okay. I get you. So then is it that you have to know and come up with your own keywords or is it that you have to now do your research, find out what people are searching for, then try to fit yourself into that keyword space, which works better, what is the approach?

So you want to find the keyword that work for your business. You really want to understand that, right? You want to start off in a tool like Google Trends, and I think we've changed the name. It's not Google Trends anymore. It's like Google, Google fancy name, new name. They're always changing everything. I was like, barge, I'm not.

So you can start in Google, what used to be known as Google Trends and understand what the volume is. Put in your product, put in, you know, you know, Put in whatever your product or service is, and you'll start, it'll start to make recommendations for you. Uh, you can go to a tool like SEMrush, go in there, put in your URL, it'll tell you what you're ranking for.

Sign up for your Google Search Console, it'll tell you that as well. So now you start to determine, are these the right keywords for my business to have the right search volume? When I search, if I put that keyword in there, what shows up for my competitor? Right. It's another great way for you to understand what are your competitors ranking for.

If your competitor is showing up and you're thinking to yourself, hey, maybe this is a place I need to show up as well. So it's doing more research to really understand this. Are these the right keywords for me? Does my competitor show up in these spaces? And then how do I start showing up in those spaces? If your competitor is showing up with a blog post, maybe you're showing up with a blog post. With video pieces in between and an infographic that they can download, right? You kind of want to push the envelope because when someone searches, your goal is to become the answer, the most thorough answer because they

still have enough room to go to your competition, right?

So you want to keep them in your space, binging your content, moving through your customer journey.

Hmm. I would think that people have different levels of intent when they search some of them might just be browsing, like you go window shopping and some of them might actually have cash in hand. Um, what they wanting to buy, they're looking for something specific.

So would the keywords change based on the intent of the person searching?

Absolutely. So there are really 4 intentions when people are searching, right? The 1st 1 is they're at the top of their research phase. So if they're at the top of their research phase, I am, you know, what are the digital marketing solutions out there? Right? Something like that tells me looking for digital marketing solutions.

They may be at the top of the research phase. So what is the content you produce for that? Then the, then it moves over to commercial and transactional and navigational. So commercial, meaning I'm in comparison mode. I'm looking at you, the competition to make a decision. Navigational meaning, meaning that I'm specifically looking for the useful content creation show.

I'm looking for Juma. I know use for the word useful content creation. And that's what I'm looking for. I'm looking for that podcast. And then there's transactional. I'm ready to buy a near me. Solutions are usually more transactional intended keywords, right? So there are specific keywords that look that start at the top of the funnel and then some of the move to the bottom of the funnel, right?

So moving people through that process.

I get you. So back in the days when we had built, cause I, you know, Had built several websites for our business when it was the wedding business. And we used to try to run for specific keywords, not necessarily. And I know there's a difference between long tail keywords and just standard keywords. And, um, we would always try to think about, well, how would a normal person looking for a service search, what would they say?

And then we figured out the sequence of how people search for things. Now that was very specific to our industry at the time. Yeah. We knew that people will search for a venue, then search for these service providers. And we knew the sequence. And so if we could build our content based on the sequence of how people went down the funnel, making a decision as to how they, as to how they buy, then we can match.

Uh, and this is not a game system where we could create relevant and valuable content based on that particular customer journey and, uh, put it on the, our blog because we use the blog a lot at that time and allow for people who are looking for that sequence of things to find us in the appropriate part of the sequence, is this.

And that was way back in the days. That was like, I don't know, 10, 10, 9, 9, 10 years ago. Is, is that the same way people approach, uh, keywords these days, or are there different things that you need to do? Or are there any particular things you need to consider seeing that the search has really changed and SEO has really changed over the past decade?

Well, it's still about relevance, right? So what you're doing there is. We've just fine tune that process, right? It's making that process tighter and tighter and tighter. You want people when they get there to experience the right customer journey. So the keyword now has to become the answer and the customer journey that moves them from if they're researching to saying, I want to continue to research with you to get to know you like you and trust you. And then each piece of content has to relate to that. It has to say, okay, great. This is the next step. So it's wedding venues. No problem. Then I'm searching for photographers and I'm searching for, where do I get my dress? And if you become the answer to all those things, sharing all that information with them, they're in a space where when we're binging, when we're in front of our phones and our computers alone at night, right?

I always visualize somebody in that space in their bed and they're binging, they're going down the rabbit hole. So each time you are the answer and you have the right answer, then that's when they're like, yes, this is the person I'm going to stay connected with. Build with that person. They book it, mark your page and then they come back to you.

Now you get to check to see, hey, in the analytics, the returning visitor, right? Because that's the person who spent time enough time. And then they came back to say, I really want to work with this person.

So I guess you're saying, and this is how we thought about it back then. And I, and I, I think that it's similar to what's happening now. Our rationale was that the earlier we can be found in the process, Right. And we knew that the first thing that you do is search for that venue. So what we did is that we would all the venues on our blogs, we would say, well, we, we make sure and start our blogs with this was shot at this venue.

And then we would, so we would, so then when people were searching for those venues based on, I guess the traffic volume, then they would kind of find our website. So you're saying it kind of works the same way in that you have to know what the, uh, the customer journey is, and then create the necessary and valuable content that will put you in the earliest part of the customer journey so that you can be found.

And then later on, they'll come back to get you because they know of the valuable content you've shared. That's what you're saying.

Absolutely. You want to catch them at every stage. Now you can catch them at the transactional stage as well, too, because some people are think about our how people buy, how people shop. Some people are more researchers. Some people are like, I'm ready to do this. I'm ready to pull the trigger right now. So you want to have that piece of content at every stage of the funnel. If they start with you, you want to move them from awareness or All the way to the conversion, but if they're coming in ready to convert, you also want to be prepared for that as well with your content and, you know, pushing them to those places.

So, yes, you want to be able to move people down every you want to have a piece of content that supports each part of that funnel

and answers their questions.

Now, I don't know if you realize, but we just hovered around just talking about keywords for a little while, uh, that we haven't gone deeper yet, but we're gonna go deeper. We're gonna go deeper 'cause I know you have a lot to say. So I know you believe keywords, uh, the keywords help you create the content.

Let's connect. Keywords now to content creation that fits the target audience. Uh, what the target audience is looking for. Um, so you believe that people have to use the right keywords inside of their content, right? So that they become a solution that answers these pain points. But I know there was a certain time in, internet life where people did something called keyword stuffing, where they would just stick keywords in their website because they felt that the more they say this thing, the more they're going to be found for this thing.

I know that's a practice that's frowned upon now. What is the approach that people should take with their content when considering Using keywords as well,

So content is about relevance for folks, right? It's not they. Yes, they use that keyword to come in, but they're not so tied to it for them. It's about relevance. So, yes, when you're now we're talking SEO here, right? You just haven't said the, we said it a little bit, but we're really talking SEO. And that's. SEO is a combination of the keyword and the content that shows up. So creating relevant personal content, even if you're using AI is where it matters. What's the story that you're telling? What's the connector? What is the example? What's the testimonial? What's the transformation that happens from that content is what really matters.

So you must reuse the keyword to create relevant content. If you're creating relevant content, It's really hard to keyword stuff, and then we want to look at things like maybe we're looking at synonyms. We're looking at things that because Google understands all of that right now being understands all of that right now, there are no longer accepting sites.

The keyword stuff either, right? They're not going to present the user with something that's not relevant. They're going to look each time to say, Hey, in these people, as I'm searching these, you know, as I'm the little bots are searching. They're going to say, let me present the most relevant content because this has been presented to other people and they've enjoyed this content or, you know, looked at this content

for the last 10 plus years. You cannot keyword stuff. You can, but Google is not going to show that content, right?

They're gonna be like, Okay,

cool. You know, this shows up to entirely too many times, and we have tools that tell us now when we are over stuffing, maybe unintentionally. So there are tools that you can utilize right in the space. I use a tool called SEM rush and it tells me, Hey, this might have, you might have the keyword in there like three or four times, so all those tools really help you to determine, you know, your level of stuffing versus not stuffing, but you should never, ever stuff 

Right. Stuff. Keywords. That is right. Uh, all right. So, so, uh, so knowing your target audience is key. It's very, very key. Right. And, and it makes sense because key keywords are knowing who you serve your ICP, your ideal clients and everything. Uh, why is that important when you are thinking about, you know, optimizing your keyword relevance and your SEO?

And the target audience is the most important thing, right? That is the person who's going to read the content and that person is going to validate. Is this content the right content for me? Am I even hitting the right people? Sometimes we go through the phase of optimizing, right? Because we may, you know, we may digital marketing consultant, for instance. So that's 1 of the keywords I've been working on ranking for. But when I search, what I'm finding is. So what I'm saying is that people are searching on how to become a digital marketing consultant, not necessarily searching to find a digital marketing consultant, right? So there is the nuance there, right?

So now I have a course that I developed where someone can become a digital marketing consultant. So now I can pivot that. To showcase that information, right? So that's where that relevance really becomes important. And you understanding the nuances, the competition, what's out there searching to understand what is in the landscape.

What's in that, you know, what's in that space is really important for you because you must be aware of your competition and what they're putting out there. So this goes hand in hands with that

Yeah. So I understand. So you did a, you looked at what keywords you were turning up for and you said, okay, well, uh, When people search, you're actually searching for this, and then you created content relevant to what people were searching for so that your own content would then begin to turn up when they searched.

So then you are basically following the, uh, where the compass is taking you, you're saying, okay, this is what they're searching for. This is relevant to me. So I will kind of construct something that will tie those two things together. And so when they search, they now can find me.

Yeah. That's what's happening. Yeah.

100%. That's exactly what it is. Even the podcast, we create keyword content creation. So every bit of content we create, like my team is now like, what's the keyword? Now we're not, we have probably about 10 keywords, five core and five in between that we can throw in. So we're not, we don't have.

500 keywords that we're working

around these 10 core keywords. We understand the market opportunity with these 10 core keywords, and we're looking to really lean into that and gain market share. So we're talking, we're really connecting even content creation back to a business conversation because. When we're talking about a business offline, we're usually talking market share.

So we're looking at keywords as an opportunity to gain market share and more real estate within search so that you can now start saying, Hey, this is how much share of voice or how much market share I have in this keyword in this industry. 

So there is a whole thing about, I know we said the, the key, the word keyword so with, since we've begun, um, talking, but What is the difference between a single word that somebody's searching for?

Cause people don't really search for single words. Do they, they search for more terms. They search for something that is more, that's relevant to them. They might search for, um, dentists who can do root canals or something like that. They might, they might, they have a human way of approaching it. So what do you say, keyword?

Are you talking about specific words or are you talking about. Terminologies, and then how can people take whole terminologies and make themselves suitable for it?

Absolutely. So both we're talking about terminologies questions. We're talking about 2 or 3 words at a time. Sometimes it's a single word, a great tool to even begin to understand what people are searching for is called answer the public. Another 1 is answer Socrates. That's a great 2 way. You can start to understand on a consistent basis. What people are searching for in a space like Google, and it refreshes the information. You know, on a daily basis. So that's sometimes the foundation of understanding what are people searching for to then say, I can create content to support this search. It's not backed by all the keyword data, but it's a great starting point for people to understand what people are thinking about.

Right? Um, so that's where I'd recommend that someone could start off to, to, to get to that place of. Hey, is this a question I'm answering? Because sometimes we put, especially for YouTube, right? We're putting the whole question, right? Uh, will my podcast be found? Well, blah, blah, blah. So sometimes that's, that's it.

You're, you're answering that specific question, which becomes easier because you can create more content around those questions.

People are putting their pain points in there. The reason we create content is to be the solution, right? So now, if someone is in Google asking the question and you get the, you're like, Oh, let me adapt my answer to solve for this. Uh, so I think understanding the key word of where you are with your keywords really comes down to the amount of research you use, the tools that you use and the simplest tool again would be answer Socrates answer the public. Um, and something more detailed would be something like an SEM brush that gives you all this information, um, along with a tool like Google search console.

So those are really helpful ways to get to how are people searching, um, and, and making that data the forefront of your content, because then what happens is that you're only creating relevant content. You're never creating content that someone isn't searching for, right? And that's the best

way for you to be found and for your content to be consumed.

Because what we want is we want people to consume our content when they find it to consume, get to know, like, trust us, and then move to that place of, you know, Taking a conversion email address, booking a consultation, any of those things consuming my content and then sending me a message to say, Hey, you know, I was watching your show and that's happened, right?

So we understand we're creating the right content now, because sometimes I got a text message during the show while they were watching it about business because they're now consuming even the live show. At different times, and so we're like, ah, yeah, we, we, and you start getting the markers. You're like, this works.

This makes sense. This is relevant content to that because people are always looking. They want something to. Sometimes we find things that don't give us the answer, right? It's like, ah, this is a little convoluted or then your blog posts are so long that they have to get to, to give them the answer. And then they're like, ah, yes, yes.

This is what I was thinking. This is what I was thinking. This is what I was thinking. We have to anticipate. And so all of it has to be tied back to that customer journey. Cause that's the most important piece. That target audience is really the piece you have to move in there. Think about well, how are they feeling?

Where are they when I'm not there? I'm not there to talk to them So what does that

look like? How do I set myself up to talk to them to be empathetic to them to really make it very? customer driven And that's where, that's the, that's the art form in the content to turn it into a place where this person is on their phone binging in the most selfish way. And you are like, they're like, yeah, I was thinking that it's a lot of anticipation to you have to anticipate the next question and keep anticipating to really then move them down that funnel that trust building on a phone. Well,

You know, I, I, you have me thinking, you have me thinking, because I'm thinking about the balance between, let's call it creativity and relevance, and there are some people that talk about, well. You know, you create the content you like, right? Um, now obviously that has its own caveats, but then you would find that I've seen people complain about this recently online, where they go to get a recipe and let's, let's keep it, um, let's keep it training now.

Right. So, cause we are trainees, they go to get a recipe, let's say for pillow and for those listening, I don't know what pillow is. It's a rice and peas, one pot. Uh, cook up type of food, right? And we make it, they could have, you know, different ingredients in it. Let's just suppose somebody wants to make a pot of pillow.

Um, when they, when they search and they find the content, the person has like three or four or five paragraphs about the story of the pillow and where it came from and the front loaded with all of this stuff and worse yet, if it's a video, they have this whole big story that they have before and people are just saying, um, the pot is on the fire.

I just want the answers. Right. And, um, and so there is a kind of, uh, uh, a dichotomy between doing the thing that is gets the point and is relevant, and then allowing some flexibility for the personality and the human part of it. How do you reconcile that when people come to you for help and what, what, how do you strike that balance in between the two things?

Yeah, well, the human part is your brand, your message, your voice, the things you bring to it. And so the SEO part, the keyword part is just really important. We know there's search volume for it. So if you are bringing yourself to this business, if you're bringing yourself to this content, you are there. You are becoming the answer to somebody who's searching, who does not know you, who does not necessarily care about all the things that you want to bring.

You know, sometimes as artists or as creatives, we need to be so creative to the point of no return, right? Our creativity is sometimes to our detriment. And so I remember that's that's why I'm not a graphic designer because I could not let go. I'm like, I'm going to move this over to more pixels to make it perfect. Right? And I could not let go of the design. So that wasn't for me. I couldn't, I had to be a hundred percent creative and would be emotional about it. Now this isn't, this is really business. So you determine do you want to be the answer to your customer or do you want to be creative if we're looking at it from the business standpoint and you find ways to give them answers. People are so laser focused. They have no time when they're searching. They're super, super busy. So it's not that they don't want to know more about you. They want their answer. They want that hack. They want that first thing that says, Ah, this person, they know exactly what they doing. I use this trick and it worked for me.

They gave me that Paylao recipe in the first two seconds. Man, best Paylao ever. Guess what? Return visitor. Consumption. They're consuming your content. They're coming back. They're like, I know I can get recipes here. Ah, you know what? I got these four recipes. This is a longer video than a video that's an hour long.

Let me dig into this a little bit more. Oh, man, she's really funny because now I start getting things. People talk about my content. They're like, your laugh is amazing. They talk about different parts of who I am, uh, in my content. So you start, you start showing up, but the goal is to get somebody down a funnel.

No, like, trust you give them a transformation so that they can believe you. And then to continue to talk to them. I, I believe that when people start, we're positioning our businesses at the very top of the funnel, right? So in that brand awareness stage, I'm like, here's what I do. Here's how I do it. Here's how I make it happen.

But when they get into that funnel, and this is what I tell my customers, it's no longer about me because that person in my funnel only cares about themselves and they want to know only about their business, this thing. So I am there to serve them and give them those answers at the top. They're like my testimonials, all the things matter, but in the middle, going down to the end, they're like, is this right for my money?

I need to convince my boss about this. We need more conversation. Can we do this? Can we do this? Then, then, then, then, then, then, then you're not creating. You're a business owner. You're not creating content for yourself. You're creating content to draw in your customers. To enhance your business.

Yeah. Yeah, that's good. It harkens back to, um, something I learned when I was listening to Donald Miller's Business Made Simple, and he was talking about how to give public speeches. And he was saying that when he comes up to speak, that he never introduces himself. He basically gets directly into the conversation.

Content into helping people because he said that people don't care about who you are until you help them and, um, and I've, I've taken that. So I don't ever start with my name, even when I speak publicly or I teach a class, I don't ever start with my name. I don't ever introduce myself. I. Basically get straight into the value that I can share.

So I think I agree with you on that. Yeah. All right. So we've come very far. The last thing we want to talk about today is about repurposing and reusing, uh, successful pieces in different formats on other platforms. And I know that's a big part of how people generally should approach content, but how does keywords or how does SEO.

Apply to repurposing and reusing content.

Oh, this is like, we've been, my team and I have been like, oh my goodness. Shout out to the team because they have been in content repurpose mode, which has been awesome. So it applies because now we understand those keywords. And now we're looking at clusters of content and we're looking at. The type of content you like. Right? So the video is the 1st portion. So people like video amazing, but from a blog standpoint, if you prefer to read, we can now take that and translate that content into a blog. We're using linked in newsletter a little bit more, so we're taking that content and turn it into a linked in newsletter that tells people a little bit more about that.

Um, and so we keep moving the content in different ways. We've becoming an octopus, right? I like to call it, you know, we are the tentacles out there, the octopus, and we just have all these bits of piece of a con bits and pieces of content and people are able to search for us and find this anywhere. On YouTube, which is Google right through linked in if they're searching and that comes up first. Because when we think about how things that search in search a lot of times these profiles like our linkedin profiles, those show up because they have a little bit more domain authority. So people are finding us in different ways. Through that content. So it's just a opportunity for more reach and again, giving the consumer the content the way they like it.

They prefer to consume the content. Is it a quick infographic? Um, is it a, is it a, is it a blog post? Whatever it is we have, it is, is a, do they need to consume it in a short, you know, do we need to put together a quick presentation that we did at the end? Are we just cutting the hot topics portion? Um, how are we using our content?

And then still using those keywords to get in front of people, but it really becomes more about your preference at that point in time.

Yeah. And I know your, your shows are very structured. They have segments, which if you're doing a show like that, it should have segments. And so you can be very targeted in how you use each segment as a point of repurposing, whether that is for. Uh, blogs for a text post for a shorter video and all those different things.

And I think that is a great way to do it tomorrow. This conversation has been great. Are there any final things that you love to share with the people about keywords before we wrap up everything up?

Yeah, you know, um, sometimes we think we know our keywords from our gut. None of this is from the gut, right? Get to a place where you understand what your keywords are, and it will really change the game and make the content creation a little bit smoother. Um, you know, you can really build a solid road map for the beginning to the end.

Where do you start? And how do you move through the process? Um, it has been game changing for how we've been creating content and as our clients do it as well, they're seeing it as game changing and content becomes more relevant to them. And what they're seeing is. Those business goals go, they're going back to those business goals and now they're creating content to support their business goals. And that's something that people usually don't do. Right. So it's connecting that back to the money in the bank. Right. So that's what we are really focused on in digital, digital marketing, content creation. How do we drive revenue, drive leads through content creation and move the business forward. All Right I get that. So the less you trust your gut and the more you follow the data the more likely you are 

to have money in the bank.

Sometimes we work together, but you know, having the data is essential and being able to look at that objectively to know what to do and how to build out your content is very important. This has been a really great conversation. People might want to get in contact with you for you to help them tomorrow.

Where can the people find you online? You can,

You can find me@monovandigital.com. Um, I'm, I don't dunno if I need to spell it out or if you'll put it in the the show notes.

Um, 

it, you can spell it.

oh, it's M-O-N-I-V-A-N digital, D-I-G-I-T-A l.com. And I'm also on LinkedIn. You can find me on LinkedIn at tamara mo. Uh, definitely reach out, connect. If you have any questions, check out our show on YouTube.

It's called Your Business in Digital. It's a great podcast. It's really great for business. Owners and business executives. We walk through digital strategies, um, and really help you connect those docs to get back to money in the bank. So, uh, those are some of the places connect with me

Yeah. And your business in digital is also on Facebook and LinkedIn. So it's live to multiple platforms

and everywhere. Podcasts are fun too. Oh,

That's good stuff. All right. Thank you so much Tamara for joining me today on useful content. And thank you so much students for sticking with us to the end. I'll see you soon. Useful content classroom. Dismissed.

And we're clear. Good stuff. good stuff. Good stuff. Good stuff.

we're still recording, but yeah.

Yeah, I know. Normally we have like a post, a post show discussion. Uh, yes, it was great to have you on. 

for sure. It was one, you know, it's like, and you're famous out here. I'm like, I'm going on Juma's podcast and

when people, um, you know. You know, I'm popular in my household in this house. I'm popular, very, very popular. Yeah.

No, I think it's To connect, you know, this show, I watched this show. I think what you're doing with content creation, just watching you grow from clubhouse to now is just like, you know, mind blowing. So I really appreciate.

I wanted to thank you for having me on in this early days. I was doing stuff. I had a lot of experience, but I was figuring out how to say those things. And some things have changed until then, but even being on clubhouse, that gave me an opportunity to figure out how to create content. In a way that I hadn't done before.

And, um, you know, it was, I appreciate that. I appreciate the opportunity and giving me a chance to be able to fine tune those things in the early days of knowing, not knowing exactly what to do or how to do it. I had skill, but I didn't know how to apply the skill, you know, and it gave me an opportunity to apply the skill.

It's good. It's good. 

Same thing. Everybody on the show, Michelle, Michael, Andrea, all Clubhouse. And it was just everybody testing out their content and just kind of fine tuning it, right? To get to that place of the same talk track you talked about where you're like, you have it down to a science. I'm like, I'm like, do you need the 15 second version of the 30 second version?

Like I know what I say, throwing in the go beyond the likes, you know, it's just, it's the things that are you. Right. I really polished and honed in a craft on Clubhouse. You know what I mean? I'm like, so it's the same thing with the rest of the team in the show because it's like, yeah, this is, we're doing this now and we understand what it

feels like and you get to feel the people too, right?

There's something

Hmm. Feeling the people and feeling the pulse of the content move and feeling when they connect with the content, right? That's there's something there that you're like, ah, there's a connection. So we did this show on a hot topics show on Wednesday, and it was, we're talking about Adidas versus Adidas.

Right? And that.

Oh,

Right. The pronunciation. And you know, it was crazy to me how many people after I got off the show were like, I didn't realize it was like Adidas because in Trinidad we say Adidas and in America it's like Adidas. And so I was just like, you watched like three people? I was like, three people. Y'all watch the show in the morning So it's just crazy when you start realizing. Ah, these things connect. So You know Out of everything what's the transformation and what's the lesson? So that's what we're trying to do in the content, right? There's always a transformation. There's always a lesson learned even in our hot topics when we're looking at We did a rihanna hot topic the other day where she um She recently went to India and everybody was just like, Oh man, she got 8 million.

She went to India and you know, when we really dug into it, she went to India and she, the guy, she did the wedding for the singing for his daughter's wedding. She now owns the rights to Sephora in India. So it was a Fenty. It was this big move, right? So we took that and we were able to give businesses business lessons out of that.

So, even our hot topics are here's how you can take what Rihanna did and look at that and hear your lessons. So we're always trying to find that transformation. A lot of it comes down to. Methodologies and learning methodologies. I used to work at Pearson education, and I hung out with a lot of former teachers, and they talk about learning methodologies and how people learn. And so this content creation is pretty much like that, right? How do people learn? How do they consume information and really presenting them with the thing that will have them have that transformation at the end? Like, ah, you know, so

that's where we're going with things.

Excellent. It's all good. It's all good. Let me cut the recording off now.