In today’s episode, I’m sharing 3 key shifts my team and I are making in our marketing strategy—things I believe are essential for where the industry is heading.

We’re doubling down on content creation and audience growth (but not in the way you might think), refining our evergreen sales strategies, and making space for more creativity.

If you’ve ever felt stuck or uninspired in your content, this episode will give you a fresh perspective on staying consistent, intentional, and aligned.

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More ways Embodied Marketing can support you:

Join Emily live on April 3rd at 2pm EST for the Embodied Podcast Experience, where we’ll celebrate 700 episodes, dive into timeless marketing insights, and give away an exclusive, high-value resource—register now at http://embodiedmarketing.com/party

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: 

Hello, everybody. Welcome back to the podcast. We’re going to drop two episodes this week before Thursday. And then on Thursday, April 3rd, it will be our 700th episode of the podcast and the official launch of the Evolved show. I’m not going to say the new show because it’s not actually a brand new show. You’re getting a lot of similar content in terms of marketing, but it’s evolving and it’s expanding. And I’ll announce the new name. And a lot of you guys who have been tuning in know the new format, which is a video format with some interviews.

And I have a party planned. So on Thursday at 2 p.m. Eastern time, I’m hosting the Embodied Podcast Experience. And you can come. It’s obviously free. It is only for this audience. Like we’re not bringing in obviously cold traffic or anything to it. So it’s just for you guys. You can register. It’s just a simple Zoom registration. You can register at embodiedmarketing.com/party. And here’s why you want to be there. First of all, because I would love to celebrate with you. I’d love to give back to you. I’m planning a fun little presentation, just kind of taking 700 episodes of Intel and lessons and talking about, you know, timeless marketing strategies over the last seven years, what has changed a lot, lessons I’ve learned growing the podcast. I just actually just checked today and it’s almost at a million downloads. I haven’t even looked at my all-time downloads. We look at monthly and my marketing meetings, but almost at a million downloads. That is so crazy and hundreds of thousands of you.

So sharing my lessons and just creating a fun, valuable presentation. There’s going to be um games and I’m giving away something really awesome to a winner. And then I’m also giving away a super crazy cool valuable resource. So basically when my team and I met for this strategy of this podcast series, we said, what if we gave away for free something that we can sell after and will be a product that we could sell for $1,000? Like it will be that good. And what if anybody who was on live at this podcast party got the access for free? And so this is a resource that is intentionally made for people who are busy, who want straight to the point, what’s working, marketing strategies like listed out in the most simple way.

It also will have a lot, I think over 50 converting ad links and funnels all in one resource. And I’m giving it away for free to anybody who is there with me live. So you have to be on live. It’s at 2 p.m. Eastern time on April 3rd, and I’m super excited. All right, let’s dive into today’s episode. and i thought I would do an episode on some things I’m personally implementing and my team is implementing in my business right now when it comes to marketing and creation, really marketing, but the third one is a little bit more specific to me.

But I also think that it’s indicative of kind of where the industry is at right now, where the landscape is at, because there’s obviously a reason that we’re implementing and focusing on these things. So let’s dive into that. The first one is we are shifting and putting more energy than we have previously been into content creation and audience growth.

I think that I’ve said this for a while, but attention is currency. And I’ve started expanding that and actually seen some other people saying this, so I didn’t create this, but trust, right? Trust is where we’re at. You need not only an audience and people giving your brand attention, because attention is literally the most valuable currency there is out there right now for a business. It’s why you have brands and large corporations paying influencers to promote things because they are able to garner the attention of potential customers. But even deeper than that is the trust because somebody is not going to buy from you if they do not trust you. And we have to earn their trust through content creation.

Your content and the actions you take to grow your audience is both how you find new people to follow your brand, engage with your brand, engage with your business, but it’s also how we nurture existing people. So if you are able to and strategically do this where you put more resources and effort and energy into your valuable content creation, then you’re going to both grow your audience, grow the people engaging with your brand and your business, but also build the trust with existing audience and leads.

So let me clarify what I mean by this and also what I’m specifically doing with this. When I say doubling down on content and audience growth, I don’t mean posting two, three, even daily on social media. I don’t mean increasing the volume of content you just create for the sake of creating content. I mean getting very intentional behind the content you create and making sure you can put the depth and the heart and intention in it versus the volume. So I think that most businesses, there’s a rare exception to this, but most businesses need to have one form of regular content that they create.

And they create it every week. They use it for both. They can email their list with the valuable content. They can repurpose it on social media. um and they use that to constantly show up. Consistency is the game here. And what I’m doing is really related to my podcast. So I’ve had my podcast for seven years. And one thing that has started to happen, and I think people who have had any form of content for a very long time can relate to this, is…

I personally started to get bored with this podcast. I feel, I genuinely feel like I have talked about every topic there is to talk about with marketing five times on this podcast. You know, I’m seven, almost 700 episodes in. So as a content creator, if you’re bored and if you are starting to get into that place where you feel like you’re just creating because you’ve got to check a box and create it, that’s going to come through in your content. Now, I don’t think that my actual podcast episodes have gotten bad, um but I’ve created less. like i there Last week, I didn’t release a podcast episode because I don’t have the inspiration that I used to have after all this time. So we started looking at what would bring that excitement back. And for me, I haven’t done interviews on the podcast.

And I just had this kind of passion, this idea, this excitement for having really deep conversations with really incredible people who we could talk about things that people aren’t talking about. And I think that I have a natural skill of being able to kind of dig in and ask good questions and listen and just bring value. And so that was kind of the start of the idea for the podcast studio and bringing back inspiration and freshness into what I’m doing. So if you are a creator and most business owners today have to create in some way, especially online,

and you don’t have the passion and the heart in what you’re creating, it’s going to show. So that’s why a lot of times when I speak with entrepreneurs about what their content strategy should be, I ask, what would be easy for you? What would get you really excited? And because if you’re really excited, you’re going to stay consistent.

And if you’re really excited, it’s going to come through in the content. So as a company, we are choosing to put more resources from my time to my team’s time to actual money investment between paying for the podcast studio and an editor into valuable next level content creation. Because I know that if we play that game this year of making that a priority, it will not only grow our audience, but it will also improve and show up more for the existing audience and existing leads and people in my world. So this doesn’t mean, oh, go get a podcast studio, right? That’s not what I’m saying at all. Or, oh, you have to invest in it like it being even better. What I’m saying is… Take inventory and look at your current resources. What are you putting into content creation, into audience growth into that consistency and ask yourself, am I doing it to check a box? And because of that, it gets put at the bottom of the list. Sometimes a week or two weeks or three weeks or maybe a month goes by and I don’t show up because I don’t have that strategy that allows me to have the passion to show up and to create.

So look at where your resources are put because I do think that in this world of ai and noise, the businesses who prioritize the depth and the heart-led content and the creativity with their content are going to grow their audience a lot more and a lot better. So for me, it was the podcast, but it was us saying, like, honestly, me having this conversation with myself and my team of we kind of stopped prioritizing the podcast. Like, that’s the truth. We stopped prioritizing it like we used to. We used to pull quotes from it and repurpose social media posts better and even email out my list. And it over time became this thing of like, oh, we just released a podcast on Tuesday and Thursday and Emily gets us an episode the day before. We just do it to check a box.

And I’m being totally honest with you guys because that’s a very easy place to be with content creation, especially when you’ve been doing something for seven years. But even if you’ve been doing it for one year or two years, it’s like sometimes you need to sit down. Take a step back and go are we being intentional with this? Are we putting the time and energy we want to put into this? Or are we just checking a box? So that’s a big thing for me. That’s a big priority for me this year. And it’s aligning our company resources. And here’s the thing. Content creation is not an overnight payoff. Like you don’t see the direct impact from it for a while. But I know I have a goal of getting my podcast in the top 100.

We used to be like somewhere in there. and I don’t know, set like 75 down, but i really want to grow it. And so that means I put the energy into both the content creation, but also the strategy to grow it. So visibility ads, guest speaking, guest podcasting, i making sure we email our list, making sure we repost it on social media, but doing that all with intention, not here’s the checklist of things you need to do to repurpose your content, but how do we do it as a company?

What feels the most aligned and unique and authentic to us? Okay, the second thing I’m meant to be implementing right now is actually increasing and scaling our evergreen results. So we crush live launches in my own marketing. It’s why we do them so much. They convert really well. They get us a huge surge of sales and a good amount of my sales come from live launches, at least to our done with you program. I would like to do less live launches, but make them all bigger. So put more ad spend into the live launches, get more volume, but do them less.

It’s not that I’m burned out from them. I am somebody who could easily live launch every month for me to teach into a presentation. I love it. It’s easy. It doesn’t take me a lot of time to prepare. That’s unique to me. But more it’s that , I want to go deeper in what we’re doing and turning it around and doing it about once a month doesn’t allow us to do that. So I’m putting energy and attention into our evergreen automated strategies which we have. We are also testing some new kinds of unique ones. So I will report back on those. um i think that the evergreen webinar and kind of the evergreen strategies in general need some innovation. I think it’s just harder to get someone not just to sign up, but to mostly engage in an evergreen way because you don’t have the live component in the engagement and um just the overall experience.

I’m not saying that evergreen webinars don’t work. You know, I have my client Mallory, she’s in the B2C space and her evergreen webinar crushes it. So it’s never black and white, but I do feel like in the B2B space, evergreen webinars and evergreen strategies of actually converting leads to sales, not just lead generation, need some innovation. So we’re trying some new things. And that is a priority. You know, every business, I believe, needs a healthy evergreen strategy where if you only made sales from your evergreen automated funnels, you’d be good.

Because what if something happened to you and you couldn’t live launch? And then you live launch to get a cash infusion, to get a surge, to capitalize on all the leads and the sales you or the leads and the audience you’ve built in between about every three months. And I’m actually going to do an episode, the next one on live launches because we have dialed those in. I mean, I have done, I probably do like 11 to 12 a year. So we have really dialed in the strategy and every one of them we crush, but I would like us to crush our evergreen a little bit more too. So that’s my second priority thing I’m implementing as a team right now.

And then the third thing is more specific to me, but definitely makes an impact in our marketing. And that is allowing more creative time for me. I think that it’s easy to fall into like over time where you maybe created white space in your calendar and you created space for you to be creative. And over time, like things start to fill that space. And I think every three to six months, it’s a good idea to kind of take inventory of your calendar and be like, all right, what has kind of let it snuck its way in here and is being prioritized that is more on autopilot that isn’t actually a priority and and looking at that um and really making sure you have the space for that creativity because you as the CEO, and I i don’t mean just like coming up with a million ideas.

That’s not what I mean. I think that’s actually not productive for your business. But when you are a content creator, when you are someone who has a podcast, a YouTube channel, you create you know reels on social media and you create content and you are trying to connect in that way. You have to have the space to create that from the heart, from the soul, from an authentic place. And in a world filled with AI on the rise, the noise and the amount of just like repurposed, noisy surface level content, this is so important. I also think with this, a priority should be your own growth. I know for me, the more that I put myself in situations where I’m learning, whether it’s reading a book, you know, a nonfiction book, it is working with one of my coaches, with one of my mentors, working through a problem that I’m experiencing, whether personally or in the business.

And the more I experience that and embody that, the more I can then take that and bring you guys with me. And I don’t think enough people realize, like, as a creator, how much your life experience and what you’re going through and the way you process that and actually come back to it and have takeaways and be intentional with it impacts your content. And that’s some of the best content you can create because it’s real. And I think that that should be prioritized. I think that ‘s why I tell people at my events, like your self-care and your personal development as a CEO should be a non-negotiable. It’s an obligation to your team, to your clients, and to your audience.

So that you can actually show up so much better for them and bring them with you. So for me, it’s looking at my calendar and saying, where can I create some more white space? So that I can create content from more depth. I can put more time into learning. I feel like I’m in this season where I want to go back to um some more learning. I’ve been kind of out of that for a while. um I used to read a lot more books. I’m going soon to a Joe Dispenza week-long event. Things like that, that of course support me and my growth, which is a huge value of mine, but allow me to to actually show up here better and more valuable for you guys.

So that’s a priority for me this year, this next quarter is implementing, which comes back to the first one of content creation and putting more resources into it. Like my podcast alone, the amount of time I’m putting into it is probably 4X because I’m doing longer episodes, interviews in person. It’s just more. And it’s a long game play, but I know and just know that it will pay off. So those are three things I am implementing right now. I hope they gave you some ideas, some things to think about, ponder. And I’ll be back soon with another episode before we hit 700 on Thursday. I hope you guys also join me at the party, embodiedmarketing.com/party. Make sure you register and make sure you’re there live. I promise it will be so times 1,000 worth it for you to be there live with me.