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So this week we're talking about stepping back from social media, which a lot of people are doing, at least for their professional businesses these days. But what are

some of the options to step towards if you're stepping back from social media? And there are a few different options I want to talk about today. And it will potentially

help you sort of keep that expertise and keep those audiences over a longer period of time. Now, one of the things that you can use is an email newsletter.

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It's probably the first thing that a lot of us think about when we think about owned media and it can be a very very effective marketing channel for professional

services after you grow that newsletter up. You do need to find people and send them there just like podcasts and RSS feeds. So you do need to have another plan to grow

that newsletter but once you have it it's a very effective way to continually reach that audience that trusts you that wants to be there.

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So in some cases, some businesses have newsletters that can drive their entire business. How do you get people to find that newsletter? Well, it's another way of

people finding you, which is SEO focused content. So that search engine optimized content that is stuff you write for the search engines, which is mostly owned by

Google, 90% of it, which is Google search and YouTube. And that can help people find

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your website, it can help them find your podcast, can help you find your videos that you make. And this is a little bit similar to algorithms on social media in a way. You

do have to keep yourself updated about how it works best in the current times. But what's great about SEO focus content is that when somebody does type like how to

structure my website or whatever into Google, how to build

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they have intent like they're looking for help in some manner they're not passively scrolling

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their feed and running into something that you've written about structuring a website in a place that

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they're quite often just looking for a quick break a little bit of entertainment now we have seen some big

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changes in seo focus content especially with the rise of llm ai chat bots and so that's one of the

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The things that you do need to sort of keep up with, some of those changes there, and it's really affecting how many people do land on websites. However, a lot of the

practices for SEO are exactly the same as it is for somebody finding you in a Google search. And the intent really matters here. If the person is looking for a

professional for a name to hire someone or to go to a service, and they find you,

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in an LLM, you are kind of lucky that you might still get contacted anyways, as opposed to educational content where it might be they're done in that LLM. They don't need

to go any further. So this owned content, the stuff on your website or the stuff even on YouTube or in podcasts, these things that you create, these owned platforms that

you have them on can continue building up that trust with more people as they find you over

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the years. So building on these owned channels, your owned media, it is a lot slower to build it up. It can feel a lot slower at first, but the payoff can be pretty good over

time. I'm Jen DeHaan. This is a Credibility Minute. You can find more episodes and get in touch with me if you need any help with this. And you can subscribe at

StereoForest.com slash minute.