Small Business Quick WINS Episode Summary Episode Title: Creating Engaging Content for Small Businesses with Amanda Zantal-Wiener
Host: Jay Schwedelson
Guest: Amanda Zantal-Wiener, Head of Content at Thrive

Introduction to Amanda Zantal-Wiener

In this episode of Small Business Quick WINS, host Jay Schwedelson welcomes Amanda Zantal-Wiener, an expert in content marketing with an impressive background. Amanda serves as the Head of Content at Thrive and has previously held significant roles at Search Engine Journal and HubSpot. Jay sets the stage by highlighting Amanda’s extensive experience in crafting engaging content and her passion for helping small businesses grow.

Amanda’s Journey into Content Marketing

Amanda shares her path into the world of content marketing, emphasizing her innate storytelling abilities cultivated through theater and creative writing during her upbringing. She reflects on the challenges of turning a passion for storytelling into a profitable career, which led her to explore the emerging field of content marketing on the Internet.

Key Points:

• Storytelling Foundation: "I've always been a bit of a storyteller, whether that's through the written word, the spoken word."
• Transition to Content Marketing: Faced with limited opportunities in creative writing post-college, Amanda found her niche in content marketing by leveraging storytelling for brands.
• Diverse Writing Experience: Amanda has written about various topics, including indie rap and hip-hop, showcasing her versatility.

Quote:
"Understanding who these human beings are and why they love what they do and why they're doing what they're doing... that's what excited me so much."
— Amanda Zantal-Wiener [10:53]

Creating Engaging Content for Small Businesses

Defining Content and Its Core Pillars: Amanda breaks down the concept of content, stressing its vast and often overwhelming nature for small business owners. She simplifies the approach by focusing on three core pillars:

1. Your Story: Understanding and communicating why your business exists.
2. How You Operate: Explaining the processes and methods that set your business apart.
3. Customer Assistance: Demonstrating how your offerings help your audience.

Quote:
"What is your story? Why do you do what you do, how do you do it, and how can you help people with doing it?"
— Amanda Zantal-Wiener [04:27]

Identifying Your Audience’s Online Presence: Amanda emphasizes the importance of knowing where your potential customers spend their time online. For example, an HVAC business should target platforms where homeowners are active, ensuring that the content reaches the right audience amidst the crowded digital space.

Practical Example:
An HVAC technician could create Instagram posts reminding customers to change their AC filters, providing easy tips and solutions to common problems.

Quote:
"Having some sort of resource where I maybe spend time online... is a really good example of what to me would make somebody worth following."
— Amanda Zantal-Wiener [06:13]

Content Creation Without a Big Budget

Authenticity Over Slickness: Amanda reassures small business owners that content doesn’t need to be professionally produced to be effective. In fact, lo-fi content often resonates more with audiences and is favored by social media algorithms.

Key Insights:

• Algorithm Preferences: Platforms like Instagram prioritize mobile-first, authentic content over high-production-value materials. This shift became prominent during the pandemic when creators adapted to less formal production environments.
• Building Credibility: Authentic, relatable content helps establish trust with your audience, making your business appear more genuine and approachable.

Quote:
"You do not have to be slick. The robots that control what followers see... they are not prioritizing that hi-fi stuff because it's not exactly a mobile first consumer content consumption experience."
— Amanda Zantal-Wiener [08:18]

Storytelling and Authenticity: Amanda underscores the importance of being true to your brand’s voice and persona. Authentic content fosters a deeper connection with the audience, ensuring that the message is both genuine and impactful.

Quote:
"You're not trying to be something that you're not. That degree of authenticity is so important when you're creating content."
— Amanda Zantal-Wiener [09:17]

Practical Tips for Small Business Content Marketing

1. Define Your Core Message:
Start by clearly outlining your business’s story, mission, and the unique value you offer to customers. This foundational understanding will guide all your content creation efforts.

2. Know Your Audience:
Research where your target customers spend their time online. Tailor your content to meet them where they are, whether it’s on social media platforms, blogs, or local community forums.

3. Embrace Lo-Fi Content:
Focus on authenticity rather than high production values. Utilize smartphone cameras and simple editing tools to create relatable and engaging content that appeals to your audience and aligns with platform algorithms.

4. Consistency is Key:
Regularly update your content to stay relevant and maintain engagement with your audience. Consistent posting helps in building a loyal customer base.

5. Leverage Local Connections:
Ensure your content is tailored to your local community. Highlight local events, use familiar locales in your visuals, and address region-specific needs to resonate more deeply with your audience.

Amanda’s Personal Insights and Closing Thoughts

When asked about her dream job, Amanda shares her initial aspirations to become a sports writer, particularly focusing on college basketball. However, her passion for storytelling ultimately led her to the dynamic field of content marketing. She believes that understanding the "why" behind your business fuels authentic and effective content creation.

Quote:
"Why are you doing this? Why do you do what you do? Why did you start this business in the first place?"
— Amanda Zantal-Wiener [10:17]

Amanda emphasizes that authentic storytelling not only connects businesses with their audience but also enriches the content with genuine passion and purpose.

Conclusion and Resources

Jay Schwedelson wraps up the episode by encouraging listeners to connect with Amanda on LinkedIn and explore Thrive's extensive free content resources tailored for small business owners. He also hints at sharing Amanda’s favorite Spotify playlists to inspire and energize listeners.

Final Quote:
"Amanda, thank you for being here for Small Business Quick Wins."
— Jay Schwedelson [12:11]

Key Takeaways:

• Focus on Authentic Storytelling: Your business’s story and mission are the backbone of effective content.
• Understand Your Audience’s Digital Habits: Tailor your content to the platforms where your customers are most active.
• Embrace Simplicity and Authenticity: High production values are not necessary; genuine, relatable content often performs better.
• Consistency and Local Relevance: Regular updates and local-focused content can significantly enhance engagement and trust.
• Leverage Available Resources: Utilize platforms like Thrive for comprehensive tools and insights to support your content marketing efforts.

For more actionable tips and strategies to grow your small business, subscribe to Small Business Quick WINS and stay tuned for upcoming episodes featuring top small business leaders.