Sheryl Plouffe, How to Build a Content Marketing Framework That Grows Your Business – InnovaBuzz 508

Sheryl Plouffe, Cash In On Camera

In this episode, I’m really excited to have as my guest, Sheryl Plouffe, a video and content marketing strategist, former Canadian TV broadcaster, and the creator of Cash In On Camera live stream and video podcast. She has been seen by millions over the course of her twenty-five-year career in news media, has produced thousands of videos, and has broadcast over 20,000 hours of live television.

In our conversation, Sheryl talked to me about:

• The power of video and live streaming to engage your community and build content
• How to easily produce a lot of content from one conversation recording
• Building relationships through conversations

Patty Block in episode 438 introduced us to Sheryl.

Listen to the podcast to find out more.

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Show Notes from this episode with Sheryl Plouffe of Cash In On Camera

Key points and takeaways from this episode include:

• There’s a variety of ways to measure the success of content marketing. You can measure it through metrics and analytics as well as through reputation, brand building, and relationships.
• People love to consume videos. Videos are the closest thing to being in person with someone.
• A content marketing plan is different for every business owner. What worked for someone else may not necessarily work for you, so think about the best way you can produce something that will get you results.
• Be very efficient in how you delegate roles and responsibilities to your team.
• People consume content in many different ways. Repurposing is key to being omnipresent and getting to a state of constantly being recognised.
• If you want to be omnipresent, you have to build a system to accomplish that. Most of it you will have to outsource.
• Find ways to make your processes more efficient because time is money. The more efficient you can be, the more time, money, and energy you can save and the more content you can create.
• Asking questions allows people to express their ideas in a natural, conversational, and authentic way.
• Only you can express your ideas the way you do.
• Leverage any and all opportunities where you have been seen and heard.
• Clarity comes from the creative process of building your content, expressing your ideas, and listening to your audience. As you keep doing it, you’ll learn a lot about the people you serve or aspire to serve and your message becomes clearer over time.
• You will never ever be 100% clear. Part of the journey is to explore and understand your ideal clients in order to build a relationship with them.
• The best time to create content was yesterday but clarity comes from doing it consistently.
• Your network is the most important community you can build. A Facebook group is a community of like-minded individuals. A network is the people you constantly get in touch with and have built relationships with. It’s where business development happens.
• Social media is just the beginning. It’s just the tip of the iceberg of a relationship that you can build with someone. You have to look below the surface of the water for the huge iceberg underneath where you need to be spending more of your time nurturing those relationships.
• One of the key components of a successful business is nurturing relationships.
• The purpose of social media is to help you be visible and remind people of you.
• Relationships are built on one on one conversations, not in a group.
• Social media is not selling media. It’s intended to be a door opening to a relationship or a conversation with someone.
• Digital pollution is real. Don’t be the person who approaches social media and selling that way. If you don’t appreciate receiving digital pollution, then don’t be the person who creates it.
• Value-based conversations are extremely important. Be value-driven first as opposed to being sales-driven.
• Consistency is key. For a person to get to know you, recognise your name, and understand who you are, there need to be various touchpoints. They need to be in a position where they want your service or have a problem to solve. All these things need to come together at the right time for you to be able to sell more of your products and services.
• Just keep showing up. Regardless of whether you make a sale or not, you are making an impact which is what a business is all about.

The Buzz – Our Innovation Round 

Here are Sheryl’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

1. #1 thing to be more innovative – Be willing to look stupid and unprofessional. Be willing to go to a place that your head doesn’t want to take you to.
2. Best thing for new ideas – Transitioning “done-with-you” to “done-for-you”. Transitioning from teaching people how to make videos to making the videos for them.
3. Favourite tool for innovation – AirTable
4. Keep project/client on track –  Have a messaging relationship with them.
5. Differentiate – Be confident to go out there and express what you believe in, even to the point where you have to alienate people who identify as not your audience.

To Be a Leader

Understand content, especially repurposing. Understand your unique situation and start building a content plan that’s going to work for the objectives that you’ve set out in your business.

Reach Out

You can reach out and thank Sheryl through her website.

Suggested Guest

Sheryl suggested we have a conversation with Automation Strategist and Implementation Specialist, Amy Keys. So Amy, keep an eye on your inbox for an invitation from us to the InnovaBuzz Podcast, courtesy of Sheryl Plouffe.

Links

• Website – Franklin Taggart
• Podcast – Cash In On Camera
• Twitter – @SherylPlouffe
• LinkedIn
• Facebook
• Instagram

Cool Things About Sheryl

• She’s a former broadcaster and news manager at The Weather Network.
• She was a professor at Conestoga College.
• She speaks French and English.

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