Episode 8: Hygiene, Hub, Hero Framework

In this episode, your hosts will discuss a framework that will help you understand how to build a content calendar and a sustainable, actionable strategy that works the way you want it to. This framework is known as the Hygiene, Hub, Hero Framework.

Robbie Fitzwater
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Quote of the Episode

You’re meeting people at two different stages. You’ve got that new buyer that’s like all excited and wants to take good care of something and you’ve got that person that’s just wore the snot out of something.

Tim Lowry

Robbie (00:00):
Wait, so, so Tim, you’re telling me that hygiene applies to more than just brushing my teeth?

Tim (00:07):
It could include putting deodorant on, combing your hair, and maybe something to do with digital marketing as well. I’m not sure.

Robbie (00:13):
Wait. With content?

Tim (00:15):
With content and email.

Robbie (00:16):
Oh my gosh. Shocker. I’ve been missing out . Bad hygiene across the board.


Robbie (00:31):
Okay. This is Tim and Robbie with the Content Community Commerce podcast. We talk about topics of the convergence of content, community, and commerce. And today we’re talking about a subject that we talk about a lot in turn, like between each other. And I think one of those frameworks for marketing that really helps to understand how to really build a content calendar or like build a strategy around that’s sustainable, actionable, and actually works the way you want it to.

Tim (01:00):
I feel like you and I talk about this a lot, but when I’ve talked to some other friends that are in marketing and I refer to like hygiene, hub, and hero, they look at me with like a glaze look. Like I’ve not heard of this before. So I don’t know if like you get like props for like coming up with like the naming of this. But again, it’s something where it makes sense and once you start doing it, you’re like, why didn’t I start doing this sooner?

Robbie (01:26):
Yeah. When you, when you see it, you’re like, as soon as you see this, we want to be like, oh my gosh, yes, I totally get that now I totally get that. And we want this to be an unlocked, but this is one of the strategies that so many businesses use and so many different groups are using it in different ways. But kind of like understanding the fundamental underpinnings of it is really gonna help understand, hey, how do I build a content calendar? How do I really structure my content so it’s scalable? How do I use different pieces at different times to do the work I want it to do? And then how do I build consistency into the process and also be able to ramp things up when I need to.

Tim (02:01):
Yeah, and the cool thing is it’s like, it’s the same but it’s different for SEO and email. It’s like a practice that you can use and you can probably roll it into other parts of marketing as well as a way to think around it. But it’s something where we both use it. We have slightly different strategies and objectives as to what hygiene, hub, and here looks like for us, but the outcome is usually the same, whereas like you’re resonating with the audience and driving results. So,

Robbie (02:30):

Tim (02:30):
Without further to do. Yeah. What the heck is hygiene, hub, and hero?

Robbie (02:32):
Now that we’ve baited everyone? This hygiene, hub, and hero is, this is a concept I really first started using when I was working in social,mainly because we wanted to be able to, again, scale lots of content. So how do we do that and how do we not always be reinventing the wheel? So the really, the place I always like to start is how do we build hub content into our system? So the hub content is gonna be kind of that foundational layer that you use is kind of of the backbone for everything else you’re doing. So that hub content is the stuff that publishes every week. Like it’s like Saturday Night Live. If it doesn’t go live because it’s ready, it goes live because it’s 11 o’clock on Saturday. But everybody knows that that’s when this is gonna publish.

Robbie (03:13):
And that consistency in the process really helps to kind of anchor everything and really gives a nice skeleton for the rest of the content that we’re gonna add in addition to it. So that hub content really gives us that nice level of foundation. And I’m sure everybody sees this out there, like, like a YouTuber that releases a video at the same time every week. They may release that video the same single time every week, but they’re also in introducing other content in addition to that. And that’s where that hygiene and, and and hero, that’s where the hygiene and hero components really come into play too.

Tim (03:46):
They, they supplement that. It’s like the hub is there and these are the supplements. And you had a really great example of like Game of Thrones is like how, how they would roll this model out. So like,

Robbie (03:55):
Yeah. So I always like, like this is like Game of Thrones example. Like HBO does an amazing job doing this and they release their shows in a sequential order over season. So during the course of every week, they again have an episode coming out at, at any given time. But during the course of that week, they’re also supplementing that with teaser on social, previews on social, ways to engage their audience beyond just that single episode. So they’re giving that hygiene content that keeps people engaged, keeps people excited, and that’s where something kind of the hygiene stuff is kind of something you do every day to just to keep the, keep that the, the consistency going. The hub is something you do like once a week, once a month, and then hero maybe once a month to once a quarter to once a year. Where again, if I’m Game of Thrones, I release an episode every week.

Robbie (04:42):
If I’m getting closer to the end where again, that season finale is coming up, I’ve built an entire season with hygiene content to keep people engaged, get people excited, hub content. That’s again, kinda the foundation and structure and support for everything. And then I’m gonna lead into a hero piece, which would be like a season finale and a larger piece that you can’t put those resources into every single episode or every single piece of content, but you can really pull out all the stops for those hero pieces that make them really unique, make them really different, and really work to kind of blow out, blow everything out to make sure we can maximize that when we have the opportunity.

Tim (05:18):
Yeah, I love that. It’s, it’s a great, a great way to look at it. And again, it’s a little different in like the email SEO side because for me, whenever I’m thinking around like hygiene, hub, and heroes, I’m thinking around like the audience and the outcome that the piece is gonna be. So like our hygiene pieces of content are gonna be similar to what you say. It’s like what are the things that they’re, they’re doing daily or frequently with their product. So is it clean for it, you know, clean it, caring for it fixing it, whatever that looks like for your specific brand. Like what is something somebody could do potentially daily with your product or they might need to consider doing that daily. And we’re trying to get them in when they figure out like, man, I need to clean my boots, they look horrible, or I need to repair something on my bike, or I need to fix this, or I need to oil the chain.

Tim (06:05):
So it’s that content that’s driving them in for things that are just ongoing maintenance tasks. The hub is going to be our buyer guides. So how to size things, how to fit them, how to choose the right type of product for your use case. So we do a lot of those buyer guides. And then the hero is kind of twofold. There’s a little bit of vanity that goes into heroes sometimes for SEO where it’s like, this is just gonna be something that drives a ton of traffic. And hopefully through getting lots of those eyes in, we’re going to get more email signups, we’re gonna get better brand awareness exposure. And then other times it’s like, this is going to be something where it’s, it’s gonna drive revenue, it’s gonna get traffic on revenue. So it could be like a, a best off.

Tim (06:49):
So like, you know, here’s X bests products. So like listicles are usually a really good way to go about that for a hero. And they usually, if you have the right setup on your site and the products that people would ultimately buy, then you’re gonna see conversions come from them. And normally on those, like the most success is gonna come when you offer multiple brands through your site. So like if you’re, if you’re a retailer that sells all their brands, you have way more fun with those because you don’t have to be like biased to like a single brand or product. You can offer 10 different brands. It’s like, well, we’ll get the sale anyway. Whereas for brands that they, you know, only sell their own stuff, it’s a little harder, but still you can have great list of goals and have success with them there as well.

Robbie (07:34):
Yeah, so again, it’s gonna vary based on the, the channel you’re using, but again, a lot of the concepts and principles are the same and it allows predictability and allows you to just sync through it a little bit more strategically where you’re not reinventing the wheel. And almost from a process standpoint, this is really just like in terms of marketing operations, like this just makes your life a lot easier because you’re not always trying to do a million different things. You’re trying to stay an ideally kind of a narrow window that you can really do a really solid job inside that box. But once you get so start getting so far outside that box, it becomes really difficult to kinda like tie everything back.

Tim (08:10):
I love the ever greenness of like hygiene and hub things because they’re always going to be addressing problems and offering solutions to stuff that people, it’s just ongoing. So it’s like you’re creating things that you can use over and over. It’s like your, your hub is, it’s just consistent. Like here’s the value add, whatever that looks like, but it’s gonna be things that people face on a frequent basis. So you could offer that hub piece out multiple times per year. And for me it just lives on, on their site. Whereas like some content has seasonality trends to it, all their things where like a hero piece could be a hero piece that’s set for a big pop in the fall or a big pop in the summer, but then it kind of tapers off. Whereas these are just, you’re consistent. Like somebody always is gonna be looking how to size this product. Somebody’s always gonna look for how to repair, or fix, or clean this product and you know, you can, you can let that live on an seo, which is awesome when you’ve evergreen content.

Robbie (09:08):
Yeah. And, and for like in on the email side where again that plays a large role is like you always have something that’s gonna be relevant. Mm-Hmm. And again, even when things are not necessarily like the big, like you don’t have that seasonality where people are, the change of seasons, that’s when everybody’s trying to do a lot of research and trying to understand things. So when you’re past that change of seasonality, when you’re like kind of that holding period, yeah, that’s the best time to be sharing some of that, that content too. And that’s where again, I think that email and SEO play such a great role together in where you bring them in and then ideally we’re gonna be able to keep them engaged with that content still, but just framing it in a different package. They’re not gonna be necessarily discovering it after a while. They’re gonna be just receiving it after they’ve come in and we’ve, we’ve earned their right to, to ask for their email.

Tim (09:55):
So like, what, what or where do you start with this? Like what is a good, a good process to follow? Like do you literally do hygiene, hub, hero? Is that repeat month on month or what do you do? Like where do you start here?

Robbie (10:09):
A lot of the times where I’ve found success in doing this, and I’ve done this in the email side, done this on the social side, very pretty a good number of times. And this is one of the things we work through with most clients. We start with a lot of like, how do we build consistency and start, how do we start to build repeat those, that drumbeat of consistent email sends. So we wanna start with if we don’t have anything, if we don’t have anything to work with, how do we start getting one email send a week, and how do we start to build that in where we’re not reinventing the wheel every time. So we may kind of like lean on a few different pillars for that. So our hub content each week, maybe like rotate between like four different things or four different themes, but it gives us a good foundation and a good drumbeat we can hit.

Robbie (10:50):
And then once we have one hub piece, rocky and rolling where we don’t have to really monitor and measure it, we’re not just like so worried about building it every time that we can really kind of like, use it as part of an operating system. We introduce another. Yeah. And that’s where we really kind of make ourselves our lives easier because we’re not always trying to reinvent the wheel, we’re not shooting from the hip. And when we can really do that the first time we do it, it’s gonna take maybe three hours to build that.

Tim (11:13):

Robbie (11:13):
The second time it’s gonna do.

Tim (11:14):
You’re building the hub pieces first then is like the, the primary

Robbie (11:17):
Yeah. You’re getting hub pieces going. So you can use those in a lot of different ways. And then you, you may add again some, some hero into there at different times. You may plan for that, but then you may also use those hygiene pieces however frequently. Mm-Hmm. . And I like the way that SEO and email works. I always think about it as like, okay, for seo that hygiene really gets people there Yeah. The first time and then the hub really keeps ’em there. Yeah. So if we can keep people coming back, that’s what’s gonna really be the drivers of revenue because we keep them coming back, we keep them engaged and that’s where we want want to be starting to add our own unique spin, our own unique personality to those so we start to differentiate ourselves.

Tim (11:58):
Yeah. Okay. So we’ve got our, our hubs, our hubs built. And for me when I’m thinking around like the, the content side, so usually you’ve seen this like I’ll build like a 12 month content calendar. So usually we try to plan the year in advance for where we’re going with content. And in that we’re gonna distribute those, those hub pieces. So there might be a hub piece, like every every other post or every three posts might be another hub that we’re building and those are gonna be those essential buyer type guys that like, you know, for, for e-comms for any brand, there’s, there’s something that like people are going to research consistently. And again, I’m thinking with some of the brands that we work with, like sizing of products for specific brands can be so often all over the place and it’s an opportunity to meet people at that intense stage.

Tim (12:50):
If we’re like, they’ve qualified a brand that they want, now they’re just trying to figure out what size do I need to buy so I can reduce my, reduce my likelihood of needing to return. So those are, those are where we’d like to incorporate them throughout the calendar year. So it’s like every, every second, third post so to speak could be hub. And then from there we then start looking at hygiene pieces which are sprinkled along the way between those hubs where it’s, you know, again, I’m thinking of like our, our care type guides when to replace something. Those are

Robbie (13:29):
Basically like how to get more use out of the products they’re purchasing or how to get more use, how to, how to improve, improve their product experience. Get more use out of it

Tim (13:37):
Yeah, a hundred percent. It’s like if you can make something last longer and get more out of it, great. But at the same time, if you get that user that has got all the wear out of that, that they possibly can and they’re reading through this guide and you’re like maybe it’s time to replace this. You’re meeting people at two different stages. You’ve got that new buyer that’s like all excited and wants to take good care of something and you’ve got that person that’s just wore the snot out of something . It’s like, so you’re telling me whenever the shammy in my bike shorts is disappeared, it’s time to replace? Hmm. Yeah. So you’re, you’re explaining some things that might be obvious, but at the same time you’re helping them be aware. Yeah.

Robbie (14:14):
And those really play a, a great role in helping to educate and inform. In terms of like business strategy side, where do you start in terms of the, where that fits into their business model? Do you start with like everything at once or do you start like in like specific categories,

Tim (14:30):
Your specific areas? So starting in their, their top categories, like that’s, it’s like we wanna, we want to go in early for their biggest opportunities because it can take a while for those to rank. So we don’t wanna wait till the very end to start working on something that’s gonna potentially have the biggest roi. So we start with like their top selling brands, top categories, that’s where we’re gonna focus. If we can, if we can get those out and start getting traction early, then that’s great. We’re gonna see the best returns and then we start working down through the other ones that are still great within it, but they’re may be not, not as much search for them or there’s not as much sales on their side from that brand.

Robbie (15:10):
Yeah. So like you’re not starving your stallions and feeding your ponies. No. This is, this is, you get, you prioritize the brands that you need, the brands and categories you wanna be focusing on.

Tim (15:18):
Yeah. If category A generates the most revenue for you, why would you start optimizing and doing stuff towards category Z that, you know, you’re just not even in the playing field or it takes a lot of sales to equal one sale from another category. So like you, you start with those, start with your big ones, like you said, your stallions, it’s like you’re, you’re gonna feed them and make them stronger.

Robbie (15:39):
And, and that’s again, kind of a unique way to look at this. So if you have like a number, a large in the past like have wor like have worked with groups that have like large number of product categories in their catalog, like they have a ton of categories. So like you may even just do something on each of those individual categories and start breaking that up and mm-hmm. , you kinda have a content calendar built in. Yeah. And that process of doing it and executing and then repeating that makes it easier and easier as you kind of build that process and system it around it.

Tim (16:08):
And you get better each one. You do because you start, I don’t wanna make it sound formulaic, but you start to learn a framework of like what people are asking for certain things, what they’re looking for, and you’re answering that in your, your content that you create for that. So then whenever you move to the next one, you already have a little bit of a skeleton to work off where it’s like, hey, if people are asking this for, you know, this specific vertical odds are, they’re probably asking the same for this product line that I have as well. So maybe I should answer that.

Tim (16:39):
And there might be some unique questions to that product or brand. But you’re, you’re working off a framework that, you know, you’ve done the research, this is gonna work and you know, you just perfected as you keep going and you may find that you come back to the first one you’ve done and make it even better because you’ve learned quite a bit along the way as you create and write these and we’ll talk more about refreshing in another episode, but you know, that’s, that’s gonna be part of what you do. It’s just an ongoing cycle.

Robbie (17:07):
Yeah. And, and with a lot of those, like you can recycle like even on the email side too, like we’re recycling those year after year after year. Like especially like the ones that are really contextual, those are getting recycled and repurposed very frequently. So it all kind of works together really smoothly and seamlessly. Yeah. Which is really, and it’s kind of fun because it starts to get going and once the ball starts rolling, it becomes easier and easier and then you can start to evolve and iterate on that process where you’re not just making, you’re, you’re improving the product because you’re improving the process.

Tim (17:39):

Robbie (17:40):
I don’t know. I’m always, again, this is an area where like scaling this op operationally is always challenging. Like everyone wants to talk about the sexy marketing. Like, oh yeah, we, we did this piece of content, we did this piece of content, but like all the work that goes in behind the scenes on the operation side is really important to make these work and make these consistent because you’re not, doing the same thing over and over.

Tim (17:59):
I was, I was thinking it’s like the planning of this is half the work, it’s like the executional like, yeah, it takes work, but being able to think this through and plan it and get it in the right order, like that’s gonna be half the battle of like knowing like, well what should my hubs be? What are the hygiene pieces? What order should I roll ’em out in? When should I roll ’em out? Because hey, brand X is going to do a big launch around something and maybe I should incorporate that with this. So it’s all about just like you said, it’s planning and timing and that part is, that’s a huge element to this.

Robbie (18:36):
Yeah. It’s not always sexy, but it’s effective and that’s where you want to be. You want to be thinking about this early and you wanna be able to work on executing this consistently because when you do this is where this really catches its stride and really finds its magic. And if you also have like multiple content creators you’re working with too, it allows them consistency in the process where they’re not just like beholden to the tyranny of the day Yeah. Where they know, Hey, this is what I’m doing this week, this is what I’m doing next week. If I’m gonna be out a weekend in the future, maybe I need to bank one of these and get an extra one done so I can keep we can keep that process rolling.

Tim (19:10):
It’s, it’s all the difference, man. Like seriously having that roadmap of knowing exactly where you’re going, everybody just feels so much better. There might be some chaos and craziness on the front end of like getting, getting that all pulled together. But then like I said, if somebody’s out of week, if something changes, something pivots, it’s like, you look at this and it’s like, no, we, we sat down, we spent time, we planned and we followed the roadmap that we know because we put the ours and the time into researching how we should do this. So no, we’re not just going to brain fart this idea and stick it in in front of this. It’s like we can work it in, but we follow this plan and make it happen. And that’s over the long term, like that’s where you’re gonna see the most growth because you’re following something that you truly have.

Tim (19:54):
You’ve put a lot of work into planning versus when you’ve no plan or framework in place. And it’s like each week trying to scramble for like, well what are we gonna create and write this week? What topic do we wanna write on? Then you, you just have so many gaps when I’m like, I’m thinking in blog content, but I’m guessing similar in email. Like, oh, we we missed this opportunity. We should have talked about this. We wrote this topic and that was a complete flop because we actually terminated that product line three months after we , you know Yeah. Things where you were just like, that really wasn’t thought out. But at the time on the crunch of like, what should we do this week? Seemed like a great idea.

Robbie (20:28):
Yeah. It’s, It’s, it’s less, it’s less random act of content more Yeah. Strategic .

Tim (20:33):
And random acts of content,

Robbie (20:34):
Random acts of content, rack, . So those are all gonna be things we really want to be thinking about when we’re trying to do this and trying to bring these to life. And again, from those different perspectives, we can bring a lot of different things to the table. Yeah. So

Tim (20:49):
We left out a hero.

Robbie (20:50):
We left out hero. Okay.

Tim (20:51):
So we can’t leave the hero out. This is the whole, the cape on.

Robbie (20:54):
(Singing) Where the hero comes along

Tim (20:57):

Robbie (20:58):
Okay. So hero is, hero is always a, a different, a different beast. And like it can take the forms of a lot of different things. And like anything from like, like one cool example I always loved was like Nike when they, again, I’m a fanboy for running, like Nike released their new Vapor Fly, like when they released their new line of like super shoes Yeah. In like 2017.

Tim (21:22):
Those are the ones that look like bouncy stilettos. It’s like the, there’s the soul is so thick on those

Robbie (21:28):
Yeah. But they’re, they’re crazy and they try to break a two hour, they tried to run a sub two-hour marathon. They were teasing stuff out ahead of time and Nike does an amazing job of like teasing out things mm-hmm. , but they tried to run a sub two-hour marathon. Yeah. And so they had three athletes on a track in Italy trying to run a sub two-hour marathon. And every runner that really like, loves the sport was like glued to their ca their computer at like between midnight and 2:00 AM on a random Friday night. Yeah. And it was just fantastic. They had, like Kevin Hart was an mc, they had like runners from all around the world again pacing. They had some of the really, it was just a really cool, unique experience and really neat thing to see. But they rolled out a line of new shoes there and obviously the shoes sold out in like an hour. That’s Wow. So it was a really unique piece, but like they built a lot of things up to that they can’t do that every day. Yeah. But that’s something that’s as a piece of hero content that really sold those new shoes and really validated, Hey, Nike’s an innovator in the space. And I always look at that as a cool example of like, that’s content is kind of a spectacle and that’s a real hero piece in so many ways.

Tim (22:36):
Yeah. It’s, that’s, it’s cool whenever you’re a brand of that size, you’re heroes can really be like, yeah, that is a hero that not every brand is gonna be able to get like world class athletes and a comedian and do something like that. But a hero for you could be that piece of content that is unique or gets your audience excited that adds value in some unique way that, you know, like it’s gonna be highly shareable, it’s going to get a ton of traffic, it’s gonna build links, it’s going to blow up people’s inboxes. Like it’s something where you don’t, you don’t want to try and push this out as like a monthly thing. This is like a once a quarter, twice a year where you really build this up and make it something. On the SEO side, obviously there can’t be a lot of teasing, but there can be a lot of groundwork that you’re doing.

Tim (23:33):
Like when I think around maybe a, a hero piece, like maybe we have 15 previous pieces of content that I know that I can link from that whenever this comes out, like it’s going out with a pop pop, like it’s not gonna take long for this to rank because we have all of the right spots ready to link to this. We have the right type of audience built that we can speak and resonate with them. And then you put it out and you very quickly see that hockey stick type movement where like every couple of weeks you step up in all our tier and then all of a sudden an inflection point you’re like, all right, this is now one of our, you know, top five traffic driving posts or this listicle is our, you know, top revenue post. It consistently drives money month on month from people purchasing through it. But you’ve, you’ve taken that time and if you push one of those out, like if you do a best off listicle like every week for the same line of things, well then you exhaust that idea. You you gotta do it sparingly and for each vertical that you have. And then it’s making sure that when it goes out, like people, people love what you’re saying, they like what you’re showing. And you always just try and make it better.

Robbie (24:44):
Yeah. And no, and, and again it’s gonna look again, those may look different for the like email side where like, like hero may be like, I always kind of think about hero in terms of like, how much energy and investment is it gonna take. Mm-Hmm. . And sometimes that’s like, hey, how do we bring our hero con if we’re bringing hero content. Is that like our Black Friday Cyber Monday push? Are we getting ready for, to build like a lot of content or a lot of emails for a large push for the holidays because we want to again make sure we maximize the revenue there. So how do we kind of build that entire body of work for that? Yeah. so it’s not always easy, but that’s kind of like a hero push Yeah. In a lot of ways. But even we can look at this from like effort exerted standpoint too. Like how much time and blood, sweat and tears is it gonna take?

Tim (25:28):
Yeah. It’s it’s gonna take, it’s gonna take more at times. Because there’s more research goes into it, there’s more planning. They can be longer pieces. And then you just talked about like Black Friday Cyber Monday, which that one I have witnessed over and over the amount of lay work and then just getting everything right. And then even when everything is in place, it’s still up to the last minute of like, is everything there? Is it ready when we send, when we send this email, there’s no retracting. Like we cannot hit on the unsend in the middle of it going out.

Robbie (25:59):
Yeah. Yeah. You gotta have things buttoned up, is tested and then like everybody’s got like the mic, you gotta have like the Mike Tyson mentality, like “everybody’s gotta plan until you get punched in the teeth. Yeah.

Tim (26:07):

Robbie (26:08):
And, and it’s always going in some ways it’s gonna be have to be fluid, have to change a little bit, but you don’t want to change it as as much as possible. You don’t wanna change it. Yeah. so those are the things that are really gonna be important to think about when we go into this. Yeah. So if we were to narrow this down, like three bullet points that people could take away right now that they could take make actionable, what would those be?

Tim (26:29):
I’m, I’m gonna go with like that that one that, that you brought up. It’s like, well what do you start with? And it’s like start, start with your top products or categories. Like don’t waste your, your energy and effort on things that are gonna have low roi. Don’t get excitement. It’s like, start with the ones where they move the needle for your business. And that’s your, again, that’s your top categories, top products.

Robbie (26:52):
Okay. Top categories, top products. Number one, what should we do for number two?

Tim (26:57):
We should be humans.

Robbie (26:59):
Wait, wait, wait, wait, wait. We should be humans. Yes. We’re humans after all.

Tim (27:03):
Yeah. We, we don’t want to feel robotic. It’s

Robbie (27:05):
Like we need to cue some DAF punk right now. Like Yeah. Make us better moving faster. . But seriously though, that’s, that’s a differentiator that really kind of keeps people coming back and really that’s like, that’s that human connection that you can’t really scale that again, we’re never gonna outscale Amazon, but we can out human them. And that’s so much of the differentiation point that really makes businesses unique. Yeah. So that’s what we need to be focusing on in so many

Tim (27:29):
Ways here. Yeah. It’s gotta sound like it’s written by a human, for a human with some personality along the way and it goes a long way and, and making your audience feel like there’s somebody there that knows and cares.

Robbie (27:41):
So just a little bit of reverence and maybe even a typo. Yeah. Casually placed here and there. Yeah. Not too many, like typos are like bus drivers. Like you can have like between three and four accidents, but no more than five a year. . Yeah.

Tim (27:53):
, your rates are too high. You’re off the list.

Robbie (27:57):
. Yeah. So that’s again, that’s, those are things you need to be aware of and you need to be thinking about. But number three, what’s the last one?

Tim (28:05):
It’s like you got to gotta have a little bit of a different perspective. It doesn’t mean that like you gotta go completely against the grain of everybody else, but like, what’s your, your unique approach to this? Like, you don’t wanna sound cookie cutter or do the same things as everybody else. Like what is your unique way of approaching these things? And obviously with content it gets harder and harder because there’s literally so much created and there’s so many people talking so many, so many ways that you’re gonna overlap in some places. But how can you come at this at a different way that, again, gumbo goes back to that human aspect of like where you can resonate with your audience. Where like they feel like somebody has taken the time to think around this in a unique way without just making stuff

Robbie (28:47):
Up. And sometimes even like a prickly perspective can be helpful. Like I, I always, I always get a lot of flack from my students. I hate Wendy’s on Twitter. Yeah. I hate Wendy’s on Twitter. My students are always like, Hey, Wendy’s Twitter, awesome stuff. I was like, no, it’s not an extension of the brand. Like it’s Wendy’s Twitter is this own little pirate ship that started sailing off when first started in 2012 and they just couldn’t bring the ship back in. Mm-Hmm. like the ship has gone and sailed and it’s done its thing, but they can’t bring it into the brand. And I don’t think it really su, I don’t really think it supports the brand anymore. Yeah. So it’s, I think it’s kind of a net positive for the brand, but again, that’s a perspective that not everybody agrees with. But that’s, again, you kind of have to have that a little bit, but you have to share your perspective and again, know it may not be accepted by everybody in some cases.

Tim (29:30):
Yeah. I love it. Well this is, this is something that we practice often have seen the results from it and you know, we want you to go out, out there, try it, see how it works for your brand.

Robbie (29:42):
Yeah. And technically if we can think about these, like we’re actually making hub content right now with our consistency in publishing and our cadence. So yeah. That we’re doing this, we’re we’re eating our own dog food and we’re so hopefully getting better at it guys, because like you heard us like singing now we’re dancing a little bit, we’re having fun like this humanity part. Like they said, we’re supposed to be more human. Like we’re trying to do it so.

Tim (30:03):
We’re human.

Robbie (30:04):
We’re human.

Tim (30:05):
It’s not even a song but .

Robbie (30:07):
Okay. But thank you everybody. If you guys have questions, let us know. This is always a treat. If you have other examples that we, that you’d like to share, we’re always looking for them. We can link to some examples in our show notes. But if nothing else, like add some, add some kind reviews and add some kind five stars. And at least if not for me, for Tim’s smooth Irish voice. But I guess till next time, Tim.

Tim (30:32):
It’s like carry gold butter.

Robbie (30:34):
carry gold butter. Just smooth . It may clog your arteries, but it’s okay.

Tim (30:39):
But it’s smooth going in. All right, Robbie, next time.

Robbie (30:42):
Tim, this was a treat. We’ll see you guys next time with the Content Community Commerce podcasts. Have a good one. Bye-Bye.


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