What content you shouldn't be focusing on

Ben: Okay. Welcome back to another episode of Content Amplified. Today we have an awesome guest, Maddie Bullock. I got to work with Maddie for years so I can personally vet like her legit-ness in knowing what Madi Bullock: Aww. Ben: to do with your content. But welcome to the show, Maddie. Madi Bullock: Thanks, Ben. I'm happy to be here. Ben: Excited to have you. Maybe just to start things off, give a one, two minute summary of your career, your passions in marketing, what you focus on, just so we kind of have some context going into this episode. Madi Bullock: Yeah, no. So my background is in like public relations and all things content marketing. So I, and I currently do that as a consultant. So I say that I help companies establish a brand voice and be seen and grow. So that's through marketing communications, public relations, event production, content, either written, filmed, or even photographed. Ben: I love it. That's really awesome. Okay, well, Matty and I were talking earlier about the subject for today, and I think this is fascinating. I doubt anyone has ever published a piece of content like this, because I think it's really, really cool. But Matty has a really unique take on one piece of content that you shouldn't be focusing on. So Matty, I'll let you introduce it, but I think this is a super fascinating subject. Madi Bullock: Okay, well, the content that B2B specifically, so the content that B2B companies don't need is social media. So I would include Instagram in there, I would include Twitter or X, is it now called, I would include TikTok and all of that. And the reason is because I think that B2B content has to provide value and relevance. So that means that anything you're putting out not only has to reach the intended audience, but it's also got to line up with where the prospect is at in their buying journey. And the ability to hone that on an Instagram page is just not there. So. Ben: And I think that's a super fascinating point for sure. Madi Bullock: Thank you. Yeah, no, I think so you think about Instagram. This is where people go to relax. So they're not hunting for the next platform that their business could use and they're not thinking about work at all. And so if Instagram is at all relevant to your product, I would say consider saving money on hiring a social media manager and put that money into UGC with people that actually do have a relevant Instagram presence. And even that is still a risk of spend because again, people aren't on Instagram or TikTok because they're looking for the next platform to use. But if you just have to test the social media waters, I would say find a relevant person that's already had an Instagram presence to talk about your product in a normal natural way. But that also means that you are trusting that their followers are looking for a product like yours. It's just so niche and it's such a waste of your time, in my opinion. Ben: I love that and I think there's some good points there. I think one point that I think is really relevant is There is so much to be done in content marketing that you probably After you go through all the different motions of what needs to be done. You probably don't have time left over for social media so for me that's where I look at it and say go after your best channels first and If you've tapped out on all of those and maybe you're a massive company and you really have maybe that's where social media comes into the pecking order But really, Madi Bullock: Mm-hmm. Ben: from day one, it's probably not anywhere in the top 10 as far as the most effective channels and areas to create content on. Madi Bullock: Oh, right. Well, and honestly, you even look at TikTok, right? So there, there's an incredible way that you can utilize TikTok. You can do, you know, really specific how tos, um, that may actually reveal parts of your product to competitors. Um, you can interview net promoters of your company, but unless you've got massive resources to put behind educational content, you'll be spinning your wheels, trying to attract followers. You know, like for what? Like if your content isn't valuable and relevant, and if you're not even following relevant people in return, I wouldn't put your hopes and dreams in a video going viral because that doesn't mean you're going to achieve customers because a video went viral. You know, so you think about it like this, TikTok and Instagram are great for entertainment and they're great for e-commerce. And if you don't overlap into those industries, you're wasting your time. Ben: I agree. So what are your thoughts for like a B2B audience that really does live on like LinkedIn or a social platform like that? What are your thoughts on that, that angle? Madi Bullock: I'm glad you asked because LinkedIn, I think is the exception to this. I think it's, if you're going to exist as a B2B company on any platform, LinkedIn is obviously the highest priority. But even then, you need a quick hook and really great targeting. So if you're doing ads on LinkedIn, make sure that you are working with someone that knows exactly how to do that and knows how to target really well. But then even that content you're using to hook those people and to get them to either go to your website or go to your LinkedIn, I mean, I would argue that anything, any good ad, you're just going straight to someone's website. I mean, and you always said that, Ben, the entire goal is to get people to the website, right? So that just really means let your LinkedIn be a place for really great educational content or high level things that draw people in and highlight the pain points of your target customer. Really understand the demographic and the customer profile that you're going after. Have something exist on your LinkedIn that applies to each one of those categories and each one of those profiles. And then allow the rest of, allow that to funnel them further to the website. Ben: I love it. What are your opinions on using other social platforms? So let's say you have a B2B audience and you are doing some good top of the funnel advertising on the channels where it makes sense, you know, things on your website, things on LinkedIn, things like that. Madi Bullock: I hear. Ben: And rather than doing top of the funnel on like TikTok or Instagram where your audience isn't necessarily looking for you, what are your thoughts on retargeting? Is that a good use of your content for people that have interacted with your website before? Is it now more appropriate to go after them on TikTok or Instagram? Or is that still something that you would probably recommend people avoid? Madi Bullock: Personally, I would I think it's a little bit of a waste of time. So I would avoid it only because um You're putting a lot of work into You know a piece of fruit that doesn't have a lot of juice to squeeze out of it Ben: I like Madi Bullock: You know Ben: that. Madi Bullock: so There you Ben: That Madi Bullock: go Ben: makes sense? No, and I think it's really, really good because I think all too often we focus on, and I'm sure you're getting at this as well, I've done this in the past, like wrongfully so. I focused on, okay, where is my audience and how do I get in front of them? Those are like Madi Bullock: I'm here. Ben: the only two parts that I care about. And then obviously the messaging and things like that. But sometimes it's really important to say, hey, what mindset is my audience in on this specific platform? You talked about it and it's like, on TikTok, Are they really wanting to dive into like a digital asset management platform? Or are they really Madi Bullock: Hahaha Ben: just trying to get a couple of minutes away from their kids, you know, and things like that. So I think it's respectful, like respect your audience and where they're at, just because they're there, maybe it's not the right reason to actually, you know, advertise to them in some way, shape or form. Madi Bullock: Yeah. The one thing too though, that is a little bit of an exception. And I know I brought this up earlier is, you know, finding someone who already has a big presence on either of those platforms. Um, this could be someone that is essentially an affiliate for your company. Right. Um, but I know a lot of really great marketers that give out great tips via tick talk, Instagram, and their videos get tens of thousands, if not hundreds of thousands of views because they have relevant advice to their audience that, you know, it's aligned, right? So I follow specific marketers because I love what they have to say and I love their advice. So there is that little loophole where you can find someone that is relevant to your industry that has already built an audience, they're already trusted. and if they trust your company and what your offering is, they would have no problem talking about it. Sometimes these are paid opportunities, sometimes these are affiliate-based, but you can negotiate those conversations and it's not that hard to do either. Ben: Yeah, I love that. I think the influencer landscape is really important. And one thing that I've noticed, it's a lot like paper click and SEO. Paper click is a great way to say, I've got some good content, I've got a good landing page. If people are searching for a term and come to this page, are they gonna convert? Are they the right kinds of people? Great, go spend some money on paper click and find that out. And if it is right, invest on the SEO side of things, because that's gonna have a much longer timeframe. Same thing Madi Bullock: Mm-hmm. Ben: on the social media. If you have like a really good influencer, it's really cool to go talk to that individual and say, hey, can you advertise for us? And if you get great results, maybe it's worth saying, okay, cool, maybe we should develop a social profile. But guess what? It's two years down the road before I'm gonna get these same kinds of results because Madi Bullock: Thank Ben: that's Madi Bullock: you. Ben: kind of how long it takes to get something going on social media. Most companies just can't afford to do something for two years before they get the results. Madi Bullock: Yeah, and if you do decide to develop, if you do decide, oh, this content is working with this influencer, maybe we actually can create a presence for ourselves on social media, I would still be very, very careful about the presence that you are showing up with. So you still need to be approachable. You still need to be a human being. Don't put branded stuff all over the place. Don't do salesy things. Be a human being. It's like. when you're sitting at your house and a door-to-door salesman comes over and it feels icky and it feels gross, you feel violated. It's the same thing. You don't wanna be scrolling TikTok to be entertained or even to be looking up educational content that's gonna help you in your career. And then suddenly feel like you're watching an ad. It doesn't work that way. Human beings don't work that way. Just be a human being in the way that you market to people. And I promise it will go so much better for you. Ben: Yeah, one thing I've always had an issue with in the past on B2B content and social media as well is who? Who in your company can be the spokesperson that's going to be consistent, that's going to be a brand voice that can be relatable, that you can put your eggs in that basket for Madi Bullock: Mm-hmm. Ben: years, you know, because you know there's always turnover and maybe it's your founder but still then are they ever going to have enough time to be able to do those things and are they going to eventually turn over? So again I I think to your point at the very beginning, if you're looking for great marketing opportunities with your content, maybe look at some of the other opportunities before social media and I think Madi Bullock: Yeah. Ben: there's a lot of value to that tip. Madi Bullock: Right, right. And honestly, this is like the number one thing of marketing, you need to understand their pain point. But don't become their pain point, you know? If there's anything you take out of this, understand the pain point, but don't become the pain point. Ben: I love that. That's a great quote. That's definitely going on Madi Bullock: Thanks, Ben: my Madi Bullock: Ben. Ben: social media accounts. I Madi Bullock: Well, I just came up with it. So happy Ben: love Madi Bullock: it came out right now. Ben: it. Very cool. Awesome. Well, thank you for the time. This has been super helpful. I love this discussion. I'd love for you to be able to share where people can find you, connect with you, if they're interested in what you do or just having a conversation about the subject with you. What's the best place for them to reach out? Madi Bullock: Yeah, thank you so you can find me on LinkedIn. My name is Madison block and I also have a website at Madison block.io and you know I have a million other creative projects that I've been doing. I have a podcast called currently on well and I have a sub stack called undiscovered hand model so you can find me at all of those places. Ben: love the last reference. It makes me want Madi Bullock: Thank Ben: to watch Madi Bullock: you. Ben: a specific movie. I love it. That's Madi Bullock: Thanks Ben: great. Madi Bullock: Ben. Thank Ben: Awesome. Madi Bullock: you. Yeah. Ben: Maddie, Madi Bullock: Thank you. Ben: thank Madi Bullock: Thanks Ben: you so Madi Bullock: Ben. Ben: much for the time. Appreciate it. Madi Bullock: Thank you. Yeah.