Podcast Summary: Shiny New Clients!
Episode: The Hate on "How-To" Content (and What to Post on Social Media Instead)
Host: Jenna Harding (Warriner)
Release Date: January 27, 2025

Introduction to the Episode

In this insightful episode of Shiny New Clients!, Jenna Harding tackles a long-standing debate in the marketing world: the efficacy of "How-To" content. Aimed at service-based business owners, Jenna explores why "How-To" content has garnered both supporters and detractors and offers guidance on crafting a balanced and effective content strategy.

Jenna's Take on "How-To" Content

Jenna begins by addressing the ongoing conflict among marketers regarding the use of "How-To" content. She highlights the core argument against it: "How to content doesn't sell in and of itself" (02:15). By providing step-by-step guides, businesses may inadvertently offer away the very solutions they hope clients will pay for.

However, Jenna emphasizes that while "How-To" content alone may not drive sales, it remains a "powerful piece of your content strategy" (03:40). She contends that the real contention lies in misunderstanding its role within a broader marketing framework.

Understanding Value in Content Marketing

A significant portion of the episode delves into the concept of value in content marketing. Jenna points out the confusion surrounding the term, noting that "value can also just be to entertain people" (05:20). She expands on this by illustrating that value encompasses various forms, such as:

• Entertainment: Not limited to humor; documentaries and news can entertain without being funny.
• Inspiration: Empowering audiences and boosting their confidence.
• Engagement: Fostering conversations and allowing audiences to express their opinions.

This broader definition helps demystify what constitutes value beyond just instructional content.

Clarifying Misconceptions from Business Coaches

Jenna shares a scenario involving a client conflicted by their business coach's advice to avoid "How-To" content. She reassures listeners by explaining that most business coaches are knowledgeable and that the issue likely stems from misunderstanding what constitutes value (10:05).

To illustrate her point, Jenna recounts a detailed explanation she provided to her client, using a relatable metaphor:

The Hot Dog Stand Metaphor

Using the analogy of a hot dog stand, Jenna clarifies how to offer value without undermining your product:

• Giving Away the Entire Product: Analogous to a hot dog stand offering free hot dogs, which devalues the product.
• Providing Supplemental Value: Like giving away the relish or hosting a workshop on making relish, which adds value without replacing the main product.

"If you have a hot dog stand and all you do is give away free hot dogs, logically, no one is going to pay you for a hot dog" (12:30). This metaphor underscores the importance of offering valuable content that complements rather than replaces what you're selling.

Building a Unique Content Strategy

Jenna emphasizes the importance of developing a personalized and unique content strategy. She encourages business owners to move beyond generic themes like "How-To" or inspirational posts and instead brainstorm unique content ideas that resonate deeply with their audience.

"Post stuff that nobody else even thought of. That again, leads your client down a path towards working with you." (16:45)

By understanding their audience's desires and needs, businesses can create standout content that not only engages but also guides potential clients toward conversion.

Insights on Jenna’s Program: Magic Marketing Machine

Towards the end of the episode, Jenna introduces her program, Magic Marketing Machine, designed to help service-based business owners excel on Instagram. Key benefits of the program include:

• Efficient Content Creation: Learn to generate unique content faster.
• Time Management: Manage your social media accounts in just 15 minutes a day.
• Enhanced Engagement: Create content that attracts more views and interactions.

Jenna also offers a free training linked in the show notes, providing a sneak peek into the strategies used in her program.

Conclusion

Jenna concludes the episode by reiterating that the debate over "How-To" content often stems from a misunderstanding of what constitutes value. She encourages listeners to craft a balanced content strategy that offers diverse forms of value, thereby attracting and retaining the right clients without undermining their offerings.

"That's how you become the standout online. That's how you start posting stuff that nobody else even thought of." (19:55)

For those interested in further enhancing their marketing strategies, Jenna invites them to explore her Magic Marketing Machine program, promising transformative results for their businesses.

Notable Quotes:

• "How to content doesn't sell in and of itself." — Jenna Harding (02:15)
• "Value can also just be to entertain people." — Jenna Harding (05:20)
• "If you have a hot dog stand and all you do is give away free hot dogs, logically, no one is going to pay you for a hot dog." — Jenna Harding (12:30)
• "Post stuff that nobody else even thought of. That again, leads your client down a path towards working with you." — Jenna Harding (16:45)
• "That's how you become the standout online. That's how you start posting stuff that nobody else even thought of." — Jenna Harding (19:55)

Whether you're grappling with the right balance of content types or seeking innovative strategies to elevate your social media presence, this episode offers valuable insights to help you attract shiny new clients to your business.