Content Builds Relationships

by | Jul 10, 2018 | Building Relationships, Marketing & Selling, Video, Weekday Wisdom

Weekday Wisdom, Episode 94

An interview with Content Creation Coach Sarah Schwab, Part 1

Content is how you build and maintain relationships with your ideal clients. In today’s episode, I share with you the first part of my interview with Content Creation Coach Sarah Schwab.

Weekday Wisdom with Carma Spence, Episode 94, interview with Sarah Schwab

Content that Dances by Sarah SchwabSarah Schwab is the founder and president of Content Creation Coach and the author of the Amazon best selling book, Content That Dances. Sarah believes that marketing and business are all about relationships. She helps her clients use content to identify and build relationships with lots of ideal people.

Sarah has developed a unique way of understanding how a content marketing strategy works and how to use it to build an effective online platform for your business. Sarah has created hundreds of blog articles, produced videos, teleseminars, webinars, eBooks and more.

Carma Spence: Please share a short “the journey to being the Content Creation coach” story so we can learn more about who you are and what you do.

Sarah Schwab: I am based in Milwaukee, Wisconsin, and my business is called the Content Creation Coach … now. When I first started my business, I was in the field of marketing. I was doing digital marketing. I was doing whatever people were coming and asking me, “Can you do this? Can you help me out?”

And I found this gap.

I call it the “content gap” between the stuff that people know that they’re doing — like social media and Website development and online digital advertising and things like that — and content.

Those people often say, “We need content. We need your content. What’s the content?” And they sometimes don’t help figure out what that is. And the business owner doesn’t always know what that is. And I decided that’s what I do.

I love the creative side of creating content. It’s about relationships. We’re going to talk about all sorts of cool things about it and I thought there’s a need out there to help people create content so that they can be successful at sharing it and marketing themselves.

CS: There’s an old adage, “Content is King.” But I’ve seen some people, at least recently, saying, “Content isn’t that important. You just get people to buy in in other ways.” And there’s people all in between. What are your thoughts on that whole, I guess, debate?

SS: I am obviously on the side of Content is King. I think the Internet and the reaction of people in terms of how they search, what they read, what they look for, the amount of content that we take in, has multiplied in recent years. It’s really what people engage with online.

There are situations, especially when it comes to products, where really good digital marketers have figured out formulas and you click on this thing and you watch this video. You see this product and it’s 20 bucks and then you buy it.

Fine. That’s fine.

My clients, the people I work with, and I think a lot of us out there, we’re not selling 20 dollar widgets. We’re selling services. We are selling our own work, our expertise, packages that are much more involved than that, that people aren’t going to buy unless they know you, and like you, and trust you. And build that relationship with you and figure out that’s the right fit. This is the person.

And that’s when content is really, really critical.

And for me that’s never going to go away. If you want to be building the relationship so that when people come to you the way you came to me, Carma, and said, “You know I love your stuff. I love your approach. I read your blog. Or I have your book. Or whatever it is. I think you’re great. I want to work with you.” That is the power of content.


Tomorrow, Sarah will start off by answering this question: How do you build relationships with content? It’s just there. You’re not interacting with it.

If you enjoyed the content in today’s video, give it a thumbs up on YouTube. I’d love it. In fact I’d appreciate it.

And of course always remember to:

Think outside the box.
Spread your wings and fly.
Because you — yes you’re right there — are capable of more than you know.

And hopefully today’s video helped you get that much closer to doing that more.

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