Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 minutes, you either have to listen to marketing tips or use the bathroom or both, but I don't recommend. But that's your choice.

Jay Schwedelson: This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson from the Do This, NOT That! podcast and SubjectLine.com.

Daniel Murray: Each episode in this series, we are gonna go over with tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.

Jay Schwedelson: We are back for the bathroom break. This is Jay Schwedelson from Do This, NOT That!!, and I'm here with the legendary Daniel Murray from the Marketing Millennials.

Jay Schwedelson: And before we get into all this stuff, we're gonna talk about some content tips and stuff. Daniel, I had a situation that happened to me and I wanna know how you would've handled it. Alright, so I, I was out and this guy that I was, I saw from a little bit of a distance. He, uh, was walking towards me and I knew him and we were, I knew we were gonna like, shake hands and stuff, but as he was walking towards me, he was pretty far away.

Jay Schwedelson: I saw him do the thumb thing with his nose Okay. Where, you know, kind of put his finger up his nose a little bit. Right. But, but he was pretty far away. But I saw him do it. And then with that same hand, he then, as he gets close to me, yo, what's up? And he puts his hand out. To like, you know, gimme the, the, the dude hug thing.

Jay Schwedelson: And so I go, no, you know, like, and I didn't know what to say, so I go, ever since COVID, I'm kind of like, no, go on that. Which is not true. I just was like, I saw him do the finger up the, the thumb up the nose thing. And so I didn't know what to do. And then he is like, whatcha talking about, you're worried about COVID?

Jay Schwedelson: Like, what's wrong with you? So like, it didn't go well. I wanna know, what would you, what would you have done in that situation?

Daniel Murray: Like, I remember you pulled the, the first thing that comes to you saying, mine is the COVID card. Uh, I probably would've acted like I'm getting a call and just be like, sorry, sorry dude.

Daniel Murray: Like I. I'm gonna call, um, I, I'll catch you later, but nice seeing you. Like given the wave. Um, that's what I probably would've done. It's

Jay Schwedelson: better than COVID. Daniel Murray: Yeah. The COVID. But I know, I know You are a, a, a germaphobe.

Jay Schwedelson: I'm not a germophobe. That's not even accurate.

Daniel Murray: You are, you're such a germophobe. So that's not

Jay Schwedelson: true.

Jay Schwedelson: Fuck dude. If somebody puts their finger up their nose and you don't wanna shake their hand, that doesn't make you a germophobe. It makes you a normal. No,

Daniel Murray: but I do know. I know. I wouldn't, if I seen something like that, I wouldn't do that. Yeah. But especially that I now have a baby. If I see anybody like sneeze.

Daniel Murray: If I, if I hear someone sneezing near me a restaurant, I'm moving seeds. It's, it's, it's, oh

Jay Schwedelson: yeah. I love that. Great move.

Daniel Murray: Guaranteed move. I hear a sneeze. If you sneeze twice, it's, I'm a goner. We went to this. Baby gym class, you know, like the little gems of baby. Yeah. And this mom and kid were just coughing and sneezing.

Daniel Murray: Him and I, I was like, sorry, he isn't, it's nap time. Nap time. Please go. So I picked him up and.

Jay Schwedelson: First of all, I completely agree with that maneuver. Um, so let's see if everyone completely agrees with these maneuvers. So one of the things that Daniel and I talk a lot about is, is content cutting down on time in terms of creating content with your business or consumer marketer.

Jay Schwedelson: And I think that one of the things that I've learned from Daniel a lot now, I'm doing a lot. Is that nobody remembers what you've posted. No one remembers what you put in your newsletter. And one of the things that we've done this year is we are measuring a lot and we found that there's a 90 day window that we could take stuff that we posted 90 days ago posted again, we could put it in our newsletter again.

Jay Schwedelson: It will do as good if not better than if it was original content. And we of course, post our winners. Doing that move has saved us so much time and effort. And to tell you the truth, I always thought I was being repetitive. But the more I do it, the more I realize there's a lot of new people and nobody remembers anything.

Jay Schwedelson: We're like goldfish. Where do you land on that?

Daniel Murray: You mean the post you posted a couple hours ago? That was posted like two months ago?

Jay Schwedelson: Yeah. Thank you.

Daniel Murray: I'm kidding.

Yeah.

Daniel Murray: Uh uh, I'm on the board that. I'll add a caveat to that. When I repurpose content, I keep track of what are the highest performers of this, the content, and then I'll go back to the highest performers over and over and over.

Daniel Murray: I don't if something didn't work, it's not going back into the 90 day cycle. So I'll rank everything by impressions. Uh. Engagement all shares, all that, and then, uh, do that. And then I think there's a shorter window. I think 90 day for the same content is a good window. I think there's a shorter re window if you repeat the hook or the idea of that post and, and remix it into something different where, yeah, it's a meme.

Daniel Murray: You make it a quote, and then you make it a text post, then you make it, um. A video. Video, you could do that. I would say every two, two weeks. And you're fine. Nobody's gonna remember. But if it's the same exact post, there's is a window to refresh it. But I think if a hook's working, I am not gonna give up on that hook.

Daniel Murray: I'm not gonna just wait 90 days to have that hook. 'cause I know, like I want it in the feed as much as possible 'cause I know it works. So I try to keep the same hook over and over and over, um, if it's working because I, I know it'll get engagement and I know people care about it.

Jay Schwedelson: And, you know, especially for everyone out there that's like in charge of company pages.

Jay Schwedelson: It could be a company, uh, social page, like an Instagram page, a consumer B2B, a LinkedIn page, whatever. This is the playbook. This is what you want to be doing. You don't need 500 great ideas. You don't need 500 great pieces of content. You can just take the old content. But something Daniel that you know, you taught me is you can't just take literally the same image and the exact same words, like you have to resize it and change some stuff, right?

Jay Schwedelson: Because the algorithm doesn't like when you just repeat it, like you gotta change a little bit, right?

Daniel Murray: Yeah, I tweak it a little bit. Some, sometimes I post exactly the same meme, but that's like the 90 day window you were saying. But if it's, you could take that same headline like sales and marketing alignment and do Step Brothers do a picture with someone with their shirt, two, two people in their shirt crying and saying like, you know, some people do do that.Daniel Murray: Um, that, but I also say a good way to. To also keep, keep it in the algorithm is use it as comments too. Um, a good way to use it in refresher. Use it as a comment if something, if someone's talking about sales and marketing alignment or they're talking about this and talk, you could use that. Keep your highest performance as comments.

Daniel Murray: 'cause it's also a good way to. Get it in, and it's not really in the feed, but pe you know, you get engagement on the pose and get impressions, especially on LinkedIn. So keep winners as uh, comments as well.

Jay Schwedelson: Yeah, and I just think across the board, and so even if we put aside content for a second, I'll tell you something else that I've realized, uh, in my career.

Jay Schwedelson: Um, you know, I do a lot of stuff, let's say in the world of email stuff and maybe I talk about subject line stuff or whatever, and I've always felt like I'm repetitive, like maybe I say the same tip, you know, start your subject line with a number. 'cause it does well, it gets you a higher open rate. I think I probably have said that I don't know a thousand times and I used to believe that.

Jay Schwedelson: I can't talk about that anymore. I've said it so much. Everybody's heard me say that. Well, who the hell am I that I think that everybody's paying attention to me. Nobody's paying attention to me. Okay? And every time I say it, new people are like, oh, I should test that. Or people that have been connecting me forever are saying, oh, I should try that.

Jay Schwedelson: Don't think that whatever field that you're in, whatever your brand is, I don't care if you're selling socks, okay? Whatever you think you're being repetitive on, you are not. You are reaching new people, you're reaching new earballs and eyeballs and all the things.

Daniel Murray: I think that's the key too, is with repurposing is there's al you always, when you're, if you're growing an audience, you always, there's always new people in the audience.

Daniel Murray: So you're always introducing that idea and introducing your concept and what your beliefs to a new, new people. So sometimes content isn't for the raving fans, it's for the new people and sometimes it is for the raving fans. So you, you just keep putting in the, and also I algorithms don't show your content to everybody.

Daniel Murray: So there's a high chance that some people haven't seen that content Yeah. Before, or they're not gonna remember the content. I bet you. Even you, Jay, can't remember what you posted on Tuesday.

Jay Schwedelson: No, I,

Daniel Murray: and if you don't remember, how is someone else gonna remember what you posted on Tuesday?

Jay Schwedelson: That's so valid.

Jay Schwedelson: It's so true. Uh, um, and I think it's, it's just a good reminder for everyone. 'cause listen, you need maybe four or five really good ideas. That's it. And you ride those ideas, whatever they are for your business brand, your consumer brand. Ride those ideas and you will. We'll win. Alright Daniel, so let's go back, um, uh, to the originating topic.

Jay Schwedelson: The guy with the, the, the, the finger, uh, up the nose type thing. So like when you are out at a restaurant, um, if you have a cold, will you go out like if you are coughing and stuff or are you, because now like you're so aware of like how you feel about other people that you just stay at home 'cause you don't wanna be the gross monster.

Daniel Murray: I didn't know want him to grow, sponsor, and I'm actually feel terrible if I'm like, need to go out somewhere to get something and I have am coughing. I feel so insecure around people that I'm coughing, that I, I will never go to a restaurant. Coughing. I remember one time I had to get back from like Europe to the US and I was, I, I was sick and I'm like, this is, this is the worst thing to be in a plane.

Daniel Murray: This is like pre COVID where masks weren't a thing. And I was just like, I'm that asshole. I'm that asshole. Yeah. Like on the plane right now,

Jay Schwedelson: do you wipe down the plane with a, with a wipe? Where you sit down,

where

Jay Schwedelson: you seat.

Daniel Murray: Ever since I had a baby, my protocols are all these things. It's wipe down seats, it's wipe hands.

Daniel Murray: It's um, make sure we are washing our hands with hands. And so the people, the biggest thing about COVID and people don't understand is. Hand sanitizer does not kill viruses. Washing hands do, and people use hand sanitizer and didn't kill the virus. They need, you need soap and water to kill a virus. So if you think you're, when you have hand sanitizer on, you're killing sickness.

Daniel Murray: You're not go wash your hands.

Jay Schwedelson: This is about five or six years too late. This advice, but still very, very valuable might be the only valuable thing we talked about in this episode. Everybody leave Daniel on an amazing review. The guy deserves great reviews, and if I don't suck, you could leave me one too and we'll catch you at the next one.

Jay Schwedelson: Bye

Daniel Murray: Daniel. Come on man. I gotta get back to work. Get out of there. Alright, while he's still in there,

Jay Schwedelson: this is Jay. Check out my podcast. Do This, NOT That!! for marketers. Each week we share. Really quick tips on stuff that can improve your marketing, and I hope you give it a try. Oh, here's Daniel. He's finally out

Daniel Murray: back from my bathroom break.

Daniel Murray: This is Daniel. Go follow the Marketing Millennials podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out, and it could be anything from email subject line to any marketing tips in the world. We'll talk about it. Just give us a, a shout on LinkedIn and tell us what you want to hear.

Jay Schwedelson: Peace out later.