317: Visibility vs positioning - building authority without burnout | Christelle Biiga

“How do I get seen in an online space that is crowded”? 

One of the main questions I get as a content marketer and social media manager.

How about we take a second to think outside the box and confirm how we might position ourselves over just being visible online. 

I have an amazing guest on this episode to take us through the difference between simply being visible online and intentionally positioning yourself as an authority. 

So if you’ve ever wondered how to stand out in a noisy online world, this conversation will challenge you to think beyond just showing up…and start positioning yourself where it truly matters.

If you LOVED this episode, make sure you share this on your Instagram stories and tag us @contentqueenmariah and @christellebiiga.

⁠⁠⁠⁠LEARN THE DETAILS OF A CONTENT STRATEGY WITH MY FREE AUDIO GUIDE⁠⁠⁠⁠

KEY EPISODE TAKEAWAYS 👇

✨ Why visibility alone isn’t enough and what to do instead 

✨ How to be selective about where you show up

✨ Why strategy should guide your exposure

✨ Why a clear message and call-to-action matter

SHOW RESOURCES 👇

If you like this episode, don't forget to share it to your Instagram stories and tag me⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ @contentqueenmariah⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!

Other than that, enjoy - chat next week 💕

PODCAST TRANSCRIPTION

This is episode 317, and I'm talking to the amazing crystal bigger, all about visibility versus positioning and how we can build our authority online. Welcome to the Content Queen podcast. I'm your host Mariah, entrepreneur storyteller, digital nomad, creator of Content bootcamp and founder of Content Queen.

With over 10 years experience in marketing. This podcast is here to help you create the ideal content marketing plan for you by blending storytelling and strategy. So let's get into it. Hello, gang. If you're watching the video, you'll see this little intro filmed in the bus from like the lounge area.

Very fun. I'll give you a little pan tour. That's Mitch's desk. This is my desk. Anyway, if you're not watching the video, there will be plenty of tours of the bus on social media. So go follow, right. So this episode was extremely, extremely interesting to interview. I [00:01:00] really enjoyed chatting with Christelle.

She'll definitely give you the motivation that you need to go. Okay. I need to diversify my marketing. Think outside the box. Also thinking about, yeah, just showing up and being there versus being the authority and this is how we are going to stand out. People say to me all the time, in the world of social media, how do we stand out with all the noise, this, that, and the other.

This episode is going to answer a lot of those questions. So Christelle is the founder of Exposure Maven. It's a premium podcast booking agency, specializing in authority driven visibility for established female entrepreneurs. She works with six to seven figure coaches, authors, and thought leaders to secure top tier podcast placements that position them as the go-to voice in their space.

Known for her refined strategic approach to visibility. Christelle helps her clients turn their expertise and stories into [00:02:00] powerful authority assets, building credibility, influence, and long-term brand equity without the burnout of being everywhere online. We love that, don't we? Her work centers on intentional exposure, elevated positioning, and creating visibility that converts into a legacy level impact.

Say no more. Let's go to the podcast and I'll come back and we can do a recap. 

Christelle: Okay. Christelle, welcome 

Mariah: to the podcast. I'm so excited to have you on today. To kick us off, I'd love to know a little bit more about you. So how did you get into your business and doing what you do? 

Christelle: Thank you so much, Maria, for having me.

It's a pleasure for me to be here and to have this conversation with you and your listeners. So I am Crystal Viga, known as your podcast Matchmaker. How did I get started with this whole podcast booking agency? So I am originally from Camero. Just in case you don't, you wonder where my accent is from. I'm originally from Cameroon [00:03:00] and I moved to the us uh, you know, to pursue the American dream.

I had a dream in my heart to help as many people as possibly around the world, and I had no clue how to do it, but I bought into the American Dream. Story of, oh, anyone can become anything. So I said, okay, I guess if I want to make a difference in the world, that's where I need to be. I need to be in the United States.

So I moved and I could barely speak English at the time, had no friends or family or anything. But I just took a leap of faith. So if you have listeners in your audience who are entrepreneurs, they know what it means to take a leap of faith. Some of them probably have quit their jobs to start their business or, you know, some, some way, somehow they took a leap of faith so they, they can understand that piece of just jumping and hoping for the best, being prepared.

So I thought I was prepared by having a visa, but I wasn't, it wasn't enough apparently because I was arrested at LX. By by an immigration officer who accused me of coming here to work as a prostitute. [00:04:00] So I was put in a detention center where I ended up spending nine months before winning my case. That experience was traumatic, as you can imagine.

So I ended up, you know, working with a lot of coaches such as Bob Proctor, Mary Morrisey, so I, I was able to experience coaching. It helped me get over that traumatic experience and then I real, I thought to myself, this is the way, if I want to help people, coaching is definitely what I want to do, how I want to help.

So that's when I, I decided to become a coach. At the time I had, I was working at LAX, yes, the same airport where I was arrested. So I was working there and was doing great at my job. It is not the story of I hate my boss, I hate my job, I'm leaving. That wasn't the story, but it was just that it was for me, the next best move, starting a business because I came here for that reason, help people, and coaching became that perfect avenue for me to [00:05:00] do that.

So when I started my coaching business back in 2019, I had no audience. Okay. I had no social media following. I don't even remember if I had this photo on my Facebook. It was bad, but I knew something. If you have a business, you are listening. You know you need an audience. I mean, you know that Maria, you help people with that.

You need an audience. You need people who want what you have and who know that you can help them. So I decided to get on podcast because I understood back then that it would take me a hot minute to build that audience. All by myself on social media, right? And I didn't want to waste that time. I mean, if you're anything like me, if you want something, you want it yesterday.

So that was my thought. Well, how can I get there fast? How can I get people to know that I can help them, I can, you know, support them as fast as possible. So I decided to get on podcast. I had no clue how to do that. I had to figure it out. [00:06:00] I did, I figured it out. I started getting booked. And at first, if you have, you know, been a podcast guest, if you have experience with that at the beginning, you are just too excited to be a guest.

Just you say yes to everything and everyone that's, that was me when I started with podcast guesting. I was just so happy that a guest, a horse would want to have me on their show. That I will say yes to any invitation. I will pitch myself to any random shows out there, and of course I was getting a lot of bookings.

At some point I were having like five interviews a week and I, and eventually I was able to understand that, okay, not all shows are worth my time. Not all podcasts are, you know what? Me spending time there, having conversation and talking about my expertise. So I was able then to start making that difference and learning to research shows before saying yes or before pitching and deciding which ones are worth [00:07:00] my time and my energy and will help me get to my goal faster, which was get in front of people who will benefit from my services.

So I was able to understand the podcast that can help me do that faster and started focusing on those shows. So. In that process over the years, of course, I understood what works, what doesn't work, and I understood the system on when you find the right shows, how you get booked, and what are the shows that you want to be on.

And all of that became, for me, the system that was built out of necessity. I needed an audience out of, you know, I had to figure it out. I had to make it work. So I built a system that I now use for my agency that I decided to start, uh, three years ago because I saw the need. I saw There are a lot of experts out there who just like me, want not maybe just to start building an audience, but they want to amplify their audience.

They already have an audience, but they want to reach larger audiences and they know [00:08:00] podcast guessing is a great way for them to do that. They just don't want to do what I did, which is was, which was figuring it out, right? They want to get on podcasts without having more work on their plate. So I offer it as a done for you podcast booking service.

So yeah, that's how Exposure Maven was born. 

Mariah: Thank you so much for sharing your story. I, oh my God, that would've been extremely traumatic and considering, you know, you came to the United States with no English, your English is amazing. I, I'm, thank you. Uh, my partner is a Colombian who came to Australia, same, no English, wanted the, a dream of travel and freedom and a nice lifestyle.

So I, I, I can't re relate to your story, but I have seen it very firsthand in my partner. And it's like, I sometimes just look at him and go, oh my God, like. It's so inspiring that he did that, you know, and came to another country to try something different. And it's so interesting. I was, um, one of my clients did a podcast on like, English not being your first [00:09:00] language and you know how to navigate that.

And actually to, um, be proud, the fact that you are bilingual and it was so funny, I had. An appreciation of him yesterday reading his book in English, going like, I'm trying to learn Spanish and it's so hard and it's like, oh my God. Like, you know, it's just, it's insane. And it's not just the language either.

It's the lifestyle, the culture, like all the things that change when you come to another country. We literally had a conversation today of he's really sensitive, like where he's from in Columbia. They're quite sensitive beings and we love them for that. But I, because in Australia we could be quite offensive.

We don't like hold back on our how we talk and sometimes I have to be mindful that Oh yeah, he thinks that's offensive. So I, I shouldn't say that. So yeah, I just wanted to say like, that's an incredible story and um, thank you for sharing that because you know, I know it would've been a really challenging time for you and, um, yeah, it's, it's, it's interesting how all these things lead into where we are now.

Like it's just, 

Christelle: yeah. 

Mariah: The path that's, um, designed for us. So you mentioned yeah, [00:10:00] visibility. Being positioned, I love all this. I'm like massive fan of, you know, growing our audience outside of our own because of course as, um, someone that helps with social media and audience growth. Yes. We sometimes can be capped by algorithms and, and you know, everyone else and all the noise and all the um, you know, stuff ha happening out there.

And when we look at marketing, obviously we wanna have a balance of own channels, borrowed channels. Paid channels and earned channels. So this is an earned channel, something that we earn, someone invites us onto our show, we pitch it, but it's a two-way energy exchange. So I absolutely love this. So let's talk about, um, this difference.

You talked about being visible and being positioned, and I love this. What is, what is the difference between us being visible that they or being positioned? 

Christelle: Yes. Busy being visible is kind of like what I was doing when I started with podcast. Guessing, trying to be everywhere. Like not really having a strategy behind it, not really being intentional about [00:11:00] it.

Just knowing I need to post on all platforms. I need my content to be everywhere. I need to. That's what people think of when they think about visibility. Of course, you need to be visible. You need visibility, but you become, you start, we start talking about positioning when you become more intentional about where you want to be seen.

That's where positioning comes into play. You don't wanna be seen in random places because you want your brand to stand for, to be seen a certain way. You want the perception of your ideal clients to be good enough for them to want to do business with you. That's why you want to position yourself in places that will help your brand, that will help you become perceived as the authority, as the expert.

That's where the difference between visibility and positioning comes to play. The intention behind your [00:12:00] visibility, that's like I was sharing earlier. Yes, you can be on all podcasts, you know, and there is a new one every day. Some have, some don't, but you want to also think about what am I actually trying to achieve here?

Mariah: Hmm. 

Christelle: Then when you do those visibility activities, you are more selective in where you want to be seen because you know that, for example, by me coming here on your show, I know your podcast is credible. So your listeners, your subscribers, because there are thousands of them. Millions, right? So now if I associate myself with your platform, I'm seen a certain way.

Mariah: Mm. 

Christelle: That's positioning. You don't just wanna be visible for the sake of visibility. You want to be intentional and be selective. That's where also research comes to play. I will speak a lot about podcast guessing here on this show, because that's my lane. But when you, for example, [00:13:00] decide to get on podcasts to be more visible, yes, that's a great way to be more visible to, to grow, to, to reach a larger audience than your current network.

Even then, you have to be intentional, selective. You want to research shows to ensure that those shows will help you achieve your goals faster. If your goal, for example, if, if you are, let's say you're a coach, you wrote a book and you want as many people as possible to have a copy of that book because you know it's your lead generation, uh, tool.

You want to decide what type of podcast will help me achieve this? Where is the audience that needs this book? Then you research those shows. Those are the shows you want to be on. You don't just say yes because someone invites you. They can invite you to be on a podcast. You always want to research that because you want to be intentional.

Visibility for the sake of it doesn't help, doesn't serve you. It can't even harm you, so you want to really, that's where the position, [00:14:00] that's the difference between visibility and positioning. Positioning is more intentional, more strategic, and it comes from research and being clear on your goal. Why are you performing this visibility activity?

Why are you posting on social media every day? What's your intention? Mm. 

Mariah: I love that. I am all for that. I literally had a conversation yesterday about this, about, you know, why are we on these channels? Because everyone has a different goal and everyone has a different purpose. And if we're not really clear on that, we can also get stuck in this void of like.

Or what everyone else is doing. Oh, but everyone else is on this doing this and everyone else is doing that, but doesn't mean it's the right activity for you. And I think this also happens with, yeah, being on all the channels on social media and just like repurposing and throwing stuff up everywhere.

It's kind of just like creating noise for the sake of creating noise. Not going, oh, these are the places that I need to be. And also with that, and this is probably something that you talk about [00:15:00] with, um, your clients is. What is the goal of being on that show and like what you want to offer? Because of course, like yes, we can give our time for free on someone's podcast, but we also wanna be really clear on how we can help.

And it's not just from the sake of like generating income, it's like, you know, as you said when you came to the United States, you wanted to help as many people as possible. And to do that, we have a service. And obviously in exchange for that service is an energy of money. But it's, it's how, you know, they say like, um, selling is service rather than like, oh, well I'm selling to build revenue.

So when you are talking with your clients and prepping them, how do you. Um, what do you do to get them, um, really intentional with what they wanna do on the podcast? You know, I've had clients say to me before, I'm on this podcast, like, what should I, what should be the main objective or the key message? So can you just take me through that a little bit?

Around Yeah. How you prep someone to go, okay, this is the key message, or this is what you wanna offer. What do you recommend your clients think about when they, because there's a [00:16:00] matter of, you know, researching and being intentional with the show, but then there's also the interview of like, what do you wanna get out of that as well?

Christelle: Okay, so since my, uh, offer is really done for you, it's not a coaching program. It's really we do it for them. The process with my clients is really simple. When they become a client, let's say today you, because you sign up, you become a client, you have an onboarding questionnaire that you complete. And in that onboarding questionnaire, do you start thinking, because the questions.

Make you think you have questions about your backstory, your business, your expertise, the topics you speak on, your goal with Achieve with getting on podcast and your offer. 

Mariah: Hmm. 

Christelle: Once we, when you complete that onboarding questionnaire, then you have a strategy session with me. And the strategy session, we go over what you put on that form, and [00:17:00] then we discuss those things.

That's when now I can really guide you based on what you put there, based on your story, based on what your business is about, based on your goals, based on the topics that you want to speak on. I can even guide you because sometimes people are still not clear on their messaging. I, I can help you with that in that space because once I have that information from your questionnaire, I know better because of my experience, how to guide you to get more the most from your interviews, and the call to action is key.

It's critical. Sometimes I have clients say, well, it depends on the show. Offer something. That works. I mean, if you have different offers, why not? But now the thing is, we are the one pitching you to shows. We are the one providing those resources to host with the, the, your links and everything. Sometime when people say, I can offer different things, it just confusion that usually it's that they, they don't know what to do.

[00:18:00] They say, oh, whatever. No. So in that strategy session, I help you really narrow down a gift, at least one. That will make sense because of your expertise and the type of shows that will be booking you to, because your audience, you don't have 10 audiences. Come on. You serve a specific group of people. You help them achieve certain number of things.

So based on the results that you offer your clients, we will find the shows that, uh, that have audiences interested in that type of results. So we will come together to that. This gift or this call to action will help those people come to you faster and easier. 

Mariah: Hmm. 

Christelle: Because as you mentioned, you have to be strategic.

You don't wanna be out there just for the sake of it. You want to really know, again, why am I getting out there? What am I, why am I putting myself out [00:19:00] there? Is it for the fun of it? Cool. Go have fun. Is it because everybody's doing it? Fine. Follow the crowd. But is it because I want to grow my business? Is it because I want to grow my email list?

Is it because I want to generate more leads? Is it because I want to make more sales? Is it because I want to sell more books? Then have your call to action help people get closer to that goal. 

Mariah: Hmm. 

Christelle: So that's really what it is about. You have to, even when you post on social media, you need a call to action.

Mariah: Yes. 

Christelle: Don't just speak to people, be to sound smart. Okay, now they know you are smart. Then what? You have to give them the next, the next steps that help them get closer to what they want and that you can help them achieve. That's really important. 

Mariah: Yeah. Yeah, we, we needed that message from you today. 'cause I think a lot of the times, and it's so funny, like when [00:20:00] you're, I'm having meetings with clients and going through, you know, what works, what doesn't exception, they're like, oh, when we tell people to go to our website, like.

They kind of do and it's like, yeah, that's what we wanna achieve, right? Like mm-hmm. I think often now in the, in the world of content creation influences content creators, we get so caught up in the creative creativity of content creation and the funness of it, which is great and like it, and it can be a creative outlet for a lot of business owners for sure.

But I think a lot of us hide behind. The, the fun content, um, without, you know, getting really clear on, 'cause a lot of us don't feel natural selling and selling our services and our offers because yes, we, we have all those limiting beliefs and those blockers around asking for money and our worth and what if it's not as good as quality as they expect?

And all these things that run over in our head. So we often avoid it. And I actually have been having this conversation with a lot of entrepreneurs that have come on the show around. [00:21:00] You know, the fact that yes, we can be really consistent on social media, and it's kind of going to the point of what you're saying now.

It's like, yes, we can build consistency. I think a lot of us do show up consistently, but we're still not getting the results. And we're kind of wondering why. But it's because we are hiding behind other pieces of content for one, but also because. We don't truly believe it works and we don't believe in what we're putting out there because there is this kind of blocker around, you know, um, showing up and being visible and all things.

And that's why I've had lots of interviews with mindset people because I think it is definitely a blocker. But then also at the same time, I love what you're saying around like having that intention and that goal. Because when we know why we're being on these shows, we go, that is my focus, that is my key message.

That is what I wanna deliver. We get on the show with that intention rather than like, oh, I could offer this, or I could tell 'em about this, or I could, and like, I think that's where prep and um, yeah, getting prepared really helps. So what do you recommend for entrepreneurs that are looking to Yeah. Be more, [00:22:00] um, positioned, not visible, be positioned, um, to do in the lead up in the research of, uh, sorry, you are doing the research, but in the lead up to going on these shows, how can they prepare themselves better?

Christelle: Yes, definitely. Preparation is key. I mean, you have to research the, show. You, you, I mean, you research the show, that's what you pitched, but before, when they say yes, you want to go again and, and try to listen to at least one conversation. You want to be prepared also in terms of getting clear on what message you want the listeners to go home with, right?

For example, if you're listening to this conversation today. I want you to go home with the, with the belief that leveraging other people's audiences is the fastest way for you to generate more clients and sales. Period. Your existing audience might be huge, but not all of them have pro may even seen your content on social media.

Get on podcasts. [00:23:00] That's my message today. Get on podcasts, leverage other people's audiences and grow faster that way. Now, how does that, what does that look like for, I have a gift. Actually that I will share with them at the end of this conversation that will help them fast track the process. Because again, remember, I'm about leverage and going fast because when I want something I wanted yesterday.

So to help your old, the listeners, if you're listening to this conversation to help you fast track your process, if getting on podcast is on your to-do list, I have this, uh, GI guide that I call your podcast. Uh, podcast Guessing Playbook that shows you exactly what you need to do when it comes to podcast.

Guessing how to find the right shows. Where to find them. A list of hundred plus top tier shows that you can start pitching right away. How to pitch effectively to get yeses. How many has other things for you to start getting on shows. Prepare by also learning how to share your message. It's really something that people think.

Sometime I hear people say, oh, I [00:24:00] can talk about, I can talk all day long so I can be on podcasts. It's not about talking about all day long. You have to be intentional about what you're saying. Always think about the listeners. Always think about what is in it for them. It's not me. It's not just, oh, I enjoy having conversation.

It's not about you. If you enjoy having conversation to chat with your friends, if you're going on a podcast, remember? Thousands of people are listening. What is in it for them? What are they going to walk away with? That's part of the preparation. You don't wanna just come in and wing it because, well, I love talking.

I know it's gonna be fine. Yes, you can have a conversation, but if you're a business owner, if you're serious about using it as a leverage point to get people to you, your ideal clients coming to you, you want to know that when I go on that podcast, what do I want the listeners to go home with? What do I have for them?

If they don't remember my name, what is the one thing I want them to remember? I will say that [00:25:00] again. I want you to remember that podcast, guesting is the fastest way for you to grow your audience, grow your visibility, amplify your authority, and get clients. Forget my name, but remember that. 

Mariah: Oh my God, you are the best.

I love this so much it, and it's true. It's so true. And I think as you're saying, I love a chat. I get it. But yes, you have to be really clear on what you want people to take away with. And also in saying that, like it depends on the host too, right? Because I've been on podcasts, like I always try and send the questions to the guest.

I don't always, like, you can tell I have not. Gone to my questions, but you get a feel for where I wanna go with the interview, right? Mm-hmm. So you can prepare your key messages ahead. Mm-hmm. But there are some, like, I've got podcasts that, yeah, I've got one tonight. I'm, I'm a guest on, unless you send it to me soon.

I haven't got any questions for it. It's fine. That's okay. 'cause I can come into it from like, okay, what do I wanna. Share and what's my key message. But you've got you, you're not always gonna [00:26:00] get a host that's gonna tell you the direction of the show and then you can tailor your key message. Sometimes you're gonna have like question like, I've thrown a few curve balls at you that weren't in my question list.

Right? So you are. 'cause you are so clear on your key message and what you wanna get outta there, you are always. You know you are always going, okay, yep. That's what I want people to learn. So you're going back to that message all the time. This is what really good like politicians do, right? They've got like, this is the key message.

So I wanna like divert people back to that. I've got a voice in public speaking coach that I work with and she's really good at helping you with that as well. So as you're saying, it's not just about like. Knowing, yes, I could talk in front of talk with someone on a Zoom call. No worries. Easy. It's about, yeah, what I want people to get out of this and trying to go back to that key message, and that's what's made me interviewing you so amazing.

But also this podcast a really good one to listen to because you are really clear on what you wanna say and I absolutely love that. So I just wanted to point that out because you are, you're totally right. We're always like, oh, I could just chitty chat all day with you, [00:27:00] but yeah. It makes for a confusing episode, doesn't it?

And as a podcast host, it can make it like if, if there are different directions of the podcast, great. Like it is cool, but it is really easy to put together, to edit, to make it a really great show when there is that kind of clear direction. So. Anyone listening, take note of this interview as like a what to do when you're on a podcast.

Amazing. So I am gonna try and get to some of my questions over here because you know, it's go, they were, they were good ones. Let's be real. But to be honest, you've answered a lot of them in your amazing key messages anyway, so that is great. Um, we talked, you talked a little bit before about like being everywhere, you know, that is, being visible is not always the best way to go.

And being, um, really intentional. Let's go towards this fact of, yes, like people are showing up on social media. They feel like they have to be on Instagram, LinkedIn, TikTok, YouTube, all the places to kind of get that visibility. How can we leverage [00:28:00] our social media and or whatever other things we have?

Some people have podcasts, blogs, YouTube, um, but also go, okay, cool, I've got these channels. I wanna focus a bit more energy on other people like this earned media. How do you recommend people kind of compliment those two together? So your own content, your own channels, but then also like if you've been on these great shows, you've got all this content that you wanna use as well, right?

Like I'm sure you have clients that have been on many, many shows and it's like, and this is a thing as well, I always find some guests like. You, you say, oh, the podcast has been out. Like, thank you so much. And then they don't, you don't hear from them and they don't use that content. And I think that's, that's crazy to me because like, yeah, right, like it's such a waste of time.

So how do you recommend we leverage, you know, kind of where we're at and what we've done in our podcasting to sort of create a good, a nice harmony as well. Because if you're doing key messages on these podcasts, but then your social media's not really matching up, I can find it would be a bit confusing [00:29:00] for people as well.

Christelle: Yes, absolutely. So you have to be clear, even when you go on, so you post on social media, you have to be known for something. 

Mariah: Yeah. 

Christelle: When you post on social media, yes. It's fun. It's a place where people go to socialize, but also do business. So you want people to know you for something. You cannot speak to everything or not.

You don't need you. You don't wanna be vague. 

Mariah: Mm. 

Christelle: People forget. Vague. You want to be memorable. Your message has to make you memorable, so you have to be clear on what you want people to know you for. What do you want to be known for when you post on social media with that intention? Every piece of content will come from that place.

If somebody sees this post for the first time ever, they have never seen me, they don't know anything about me, will they know exactly what I do? We then know exactly what I am here for. We then know exactly how I can [00:30:00] help them. We then know exactly if I, I am for, I am for them or not. Mm-hmm. It has to be that clear.

For example, I'm known as your podcast matchmaker. People tag me randomly on post, on social media or in groups they like. They tag me randomly because they saw somebody post something about looking to be on podcasts. They tag me and I just see tags and I go, oh, thank you. Because they know it's clean.

Their mind, there's no, well, she says something about podcasts, but we don't know. No. They know that if somebody wants. Help getting booked on podcasts without them having to do it themselves. I'm the person, so they tag me. So you want your content to be that clear that people, that even if they don't work with you, they know that when they hear your name, when they see your con, they know and they remember you so well, that when someone says they're looking for someone who does what you do, people know right away it's you people come under my post and tag their friends.[00:31:00] 

Oh, you need to check this out. You need to because they know, oh, this speaks specifically to a problem that Maria mentioned to me yesterday. 

Mariah: Hmm. 

Christelle: But if your content is vague, if you don't stand strongly on the thing that you want to be known for, people are confused and they don't know what to do with your content.

That's the first step. You have to really be crystal clear on what you want to be known for. Yes, you might have 10,000 gifts and talents. We all do, but you can, you can use it differently. For example, in my podcast, booking, uh, packages. I can serve different audiences, right? So, but when I decide to speak to one of the audiences, I speak to them for a whole week and I name them specifically.

For example, right now I'm speaking to. Entrepreneurs who have a book, I'm showing them, I'm speaking to them and telling them, if you have a book, you don't want it to be sitting on Amazon and [00:32:00] just for you say, oh, I am a Amazon bestselling author. Get on podcasts and leverage that book for your business.

I'm saying it over and over again so that if you're an entrepreneur, you have a book, you know this is for you. That's clear. If next week I speak to authors. The fastest way to sell your books is to get on podcasts, because that's why all New York Times bestsellers do they go on a podcast store when they want to win the New York Times bestseller.

There is a reason. 

Mariah: Mm. 

Christelle: I will speak to the authors for days for a week at least, so they know I'm speaking to them. You have to be that clear first thing. Now we are talking about order. When you have all those options, you can be on all those platforms. Again, you have to be selective. Where are your people?

Your audience is not everywhere. No, they're not. You know where your audience is. If, for example, you serve corporate people, you know where to find corporate people. You go on LinkedIn. Everybody knows that. Mm. So that's how, even when you [00:33:00] decide on where to post, you don't post it because someone is telling you, oh, I'm crushing it on Instagram.

If your people are not on Instagram, just we'd be happy for them and move on. Don't feel like you need to be everywhere. You have to know where your people are and go there to have conversations with them. And when you have, when, for example, you have this podcast interview, you can repurpose it right in different ways you can use it, but again, it will not make any sense for you to speak to people who don't need what you offer.

It is going to be visible for the sake of it, you'll be making noise. You have to position yourself in the right groups. There are a lot of groups on social media where your people hang out, show up there and speak to them. You have to have your content crystal clear on what you and what you want them to know you for if they meet you.

Yesterday I had someone reach out to me on my dms. She said, I've never seen your content. I don't even read things on social media, but [00:34:00] your post showed up on my feet and I DMed you because it spoke directly to her. It was that clear. It wasn't a story that I was telling that didn't lead anywhere. No. So those are the the few things that I can share.

Mariah: Mm-hmm. I love that. So good. And I think, um, I, I've had clients over the years as well. I think what happens with these social media channels is we want to conquer them. Yes. Like it's that vanity, that dopamine hit of like followers and, and numbers and all of that. And I had one client years ago who was like, oh, link Instagram doesn't really work for me and I feel like, you know, it should work 'cause it works for everyone else.

And then we looked at her, met Metrics, obviously her audience. And it was like, hang on, like on YouTube you have like all these people coming to your website and downloading your lead magnet. She's like, I really like YouTube. Let's, let's do more of that then, you know, and then like, it just helped her like clear that mindset.

And I think because of all this noise on social media [00:35:00] about, oh, you have to jump on TikTok because it's, you know, the biggest growing platform in the last like 10 year, five years, whatever it is. I think five or six, seven years, maybe even 10 Now. I feel like the years are going so quickly that, you know, 10 years ago it was only 2016 and I was, you know, um, anyway, crazy.

Um, so yeah, it's kind of like, oh, but I, you, you get kind of sucked into that. That shiny object of like, Ooh, this looks good. But I love what you're saying around like, you know, be on those places where your audience hangs out. Be really intentional and speak to them directly. 'cause that is always the content that resonates.

Like, oh, I felt like that was, you were talking to me. Like, when you get those types of. Posts or those types of feedback from people, that's when you know you're hitting the mark, right? That's when you know you are really resonating with those people. And I love what you're saying around like, I know so many people that listen are like, oh, I could do this and I could do that.

I could talk about this and I could talk about that because this leads to that. And yes, of course it does. Like of course it all makes sense and we [00:36:00] all are complex humans. We're not very like, okay, I just do this one thing and this is, but. Like you're saying, you can have different marketing activations that speak to the different things that you can do at a specific time, but you need to talk about it more than once.

You know, like I'm sure you've seen it like people go, oh yeah, I shared that. Didn't you see that I, I talked about my workshop. And it's like one post on their Instagram feed all like one story. And you're like, yeah, cool. 'cause millions of people see that. Right. You know? And conversion rates are like two to 3%.

Right. I mean, probably higher for us. 'cause we are small business owners. We're more connected. It probably should be higher, but it's like. You know, if you think about that conversion, you need to talk about it as much as possible. And now it's like seven touch points, four channels, and 11 hours of research before someone will make a purchasing decision.

So it's like you gotta talk about it more. So I love what you are saying around like, okay, cool. For this period of time I wanna market to, um, you know, uh, authors and people that are writing a book. So like, let's go to town on that and evaluate the success of that. And then we move on to something else.

And I [00:37:00] think that paralyzes people who have sort of different segments that they do wanna work with. They're not sure how to piece it all together. And that's why I always talk about, you know, marketing activations or campaigns that you can create for those specific times to test, right? Just because you talk to that, that author doesn't mean you're not gonna have other people that come like, oh, hey, I hear you do authors, but I'm a coach.

Like, could you help me? And you're like, yeah. Happens to me all the time, right? Like, mm-hmm. My, even on my social media, I actually don't market my services, my one-on-one services. I market more my education stuff. Still get people that message me also. 'cause what you're saying, like Podcast Matchmaker, my name is Content Queen, right?

Mm-hmm. Like it's very clear what I do. It's, it's very old, is what I help with. So it's like I don't shut people out because I don't technically market to them on my Instagram. I get people like all the time. Or you get someone like, Hey, Mary recommended me to you. Can you help me? This is my business. Cool.

Let's get on a call. Let's see if I can help you. You know what I mean? It happens a lot and it's, and I don't even really share [00:38:00] that. I, I share behind the scenes and like what I do and stuff, but I don't go, Hey, got some retainers if anyone wants them. You know, because it's really, when you're clear on your message, people kind of get what you do and they're gonna ask anyway.

Like, Hey, do you do this? Like, yeah, 

Christelle: exactly. 

Mariah: Yeah. It's 'cause your messaging's really clear. I absolutely love that. Now, one thing I wanna just quickly touch on before we leave. There is this concept like, you know, you're talking about like being a expert, a a thought leader, you know, um, kind of creating this positioning of yourself.

What do you, um, obviously you'd have people come to you that they know they wanna be on podcasts, but maybe there's this kind of like mindset shift in them that's like, Hmm, am I the right person or I'm am I the expert? What advice would you give to people that are kind of not positioning themselves as an expert in their space and they're kind of.

Don't feel they're ready to be on podcasts or they're ready to really position themselves as that expert in their industry. 

Christelle: Uh, my experience, I mean, the clients that I have had, I have worked with so far, [00:39:00] they are often established, uh, entrepreneurs and coaches and experts, so they, they feel confident about what they do.

They feel confident that their offer is valuable, their service is valuable, and what they're doing is actually changing lives. But if somebody's thinking, well, am I even, I will say, you mentioned mindset work earlier. You'd get to decide, nobody's going to come and tell you you're the leader here. Mm-hmm.

You get to decide that, okay, I am going to lead myself and I'm going to be leading other people. Whatever your industry is, whoever you see as a leader decided to become a leader. Nobody gave them that title. It's not a promotion. We not working for nobody here. We say, oh, you worked hard enough. Now you get to become the leader.

No, this is not [00:40:00] corporate. This is your life. This is your business. You get to decide. So leave that. Stop entertaining that conversation. You ready? If, how do you know? How do you know you're an expert? And how do you decide to become a leader in your space? Have you helped people? Do you have clients who are, who are, who are grateful that they found you?

If the answer is yes. Then you can decide that, okay, if I have done it for five people, 10 people, 20 people, I, I'm ready to share the, share this with thousands of people. 

Mariah: Mm. 

Christelle: That's a decision that you make. I mean, there is really no go, uh, read this book. I wish I to, I had a, a, a guide that would No, but I want you to really become a leader first with, in your mind.

Because thought leadership is, again, is not a title that or a [00:41:00] promotion that nobody gives you. You get to decide. So it's, it comes down to your self image. Can you imagine me starting getting on podcasts back in 2019? I would, that would, that was three years after I moved to the States. My accent was way stronger and my English probably wasn't the way it is right now.

Can you imagine me entertaining that conversation and saying, well, my English not that great. People will not even understand my accent, yada, yada. I will have not done nothing, but I decided that I'm ready. I decided that I will have those conversations with Americans with my accent, and I decided that the right people will understand it.

And they did. They did. I can't tell you how many people have messaged me over the years on social media talk thing. They heard me on the podcast. I don't even remember I was on, but they remember me so. Yes. Doesn't matter. I can have that conversation of, oh my gosh, my accent. Oh my gosh, my English, I can't have, but I decided.

So [00:42:00] you get to decide that you're ready to show up at the leadership level and that your ideas, what you have learned or what your experience have been so far. It's worth being known and heard by the world because you want to think big podcast guesting is really speaking to the world. This is a world stage.

I wanted to see it that way. I hope this is not scaring you for further, but that's what it is because you don't know who is going to listen to this conversation. 

Mariah: Hmm. 

Christelle: Probably people in in England, in uh, in Canada, in the US will be hearing this conversation. So this is a world stage. That's the power of podcast guessing.

So this is really for people who see themselves as leaders who believe that their ideas. Our worth being heard that their message as is worth being shared. 

Mariah: Mm. 

Christelle: So show up that way. That's it. 

Mariah: Mm. I love that. And I love that you share about, you know, kind of this limiting [00:43:00] belief around accents and English and all the things I was actually having.

I'm at the moment living in a share house with um, five Colombians and one of the girls here, she said, I always apologizes for her English. I said, don't. I understand you and the people that don't, it's, they're not listening. That's what happens, you know, when you're listening to your native language and you kind of can tune out because you know you're getting the information of what someone's saying.

I said, that's what's happening to you at work. People are just like, they're not expecting the accent, so they're just kind of half listening and then they say, oh, they don't understand you. It's because they're not listening. Mm-hmm. We can understand people if we listen. Absolutely, and that's the thing.

If you're on a podcast, someone's. Listening to what you have to say, they're gonna understand what you have to say. I say this to my partner all the time when he comes on my podcast, 'cause I make him come on on and he always edits and he's like, oh, I said that so bad. I did this, I did that. And I said like, you just gotta keep doing it.

So I'm gonna make him, well, he's gonna edit this episode, so it's gonna be great, because this is gonna really help him. Mitch, when [00:44:00] you're editing this, take notes. But it's true. You got you, you have, you can't let those things get in your way. And it, even with the thought leadership stuff, oh, someone knows more than me, or so, but someone's not gonna teach it in your way or someone's not gonna share it in the way that you share it.

Like I, there's. A gazillion marketers in the world. Like there's actually Mark more marketers than anything. Right. 

Christelle: You decided that you're the queen. You're the queen. That's 

Mariah: it. Exactly. I put the, and you know what's so funny? I did that in 2019 when I started my business and there was just no fear, right?

Like it's at that kind of like beginner's mindset, right? Mm-hmm. And now looking back, I probably be like, oh my God, why did I, you know, like, how did I label myself that so quickly? It worked. And you know, and that's, and you gotta own it. And like, as you said, no one's coming to put that title on your LinkedIn or in your bio.

Like no one is coming to help you with that. And I love what you say, like, if you have helped people, you've seen transformation, you know, and you really trust in what you do, like get out there. Like, I think everyone needs to hear your message in your way and [00:45:00] like, yes. Maybe you're saying something that someone else has said.

Hundreds of millions of times. But they're not, not in the way that you've said it. And I listened to this podcast years ago and it really stuck with me. It's like, you know, no, no idea is really new. Right? Nothing is really new. The concepts are all basically the same, but someone could hear that same concept five, 10 times from 10 different people and they hear it from you and it resonates.

'cause it's the way you've said it with your experience and your story and your key message. I think sometimes we get so paralyzed and, oh, someone's already talked about that. Or someone's already said that, like. We're all saying the same thing anyway. Just scroll. TikTok, I like flick through and I hear the same thing, but there's like one thing that captures my attention.

It'll be like the same, you know, when massive news breaks. The news just plays the same thing over and over and over. Like in Australia, mainly it's a natural disaster, like a storm coming. Um, you know, we had a terrible tragedy here last year and the news is just playing the same thing over and over, but you're still listening, you're still, you know, you're still captivated because [00:46:00] you, you wanna hear if there's anything new or like that you hadn't heard in a diff in that way, or maybe a different news reporter will come on and say it, and then you got you thinking about it in a different lens.

So, like, I think, 

Christelle: and sometimes you're not ready. The first time you hear it, maybe you're not ready, and then luckily somebody says it the hundred times and that time you, you're ready. So that happens to me a lot If that person that say you'll have missed it. So sometimes you're just not ready to hear it.

That's it. 

Mariah: Exactly that. My coach says that all the time. I thought I told you that six months ago wasn't ready then. Wasn't ready to listen. Oh my gosh, I love this. This, I could talk to you all day, honestly. Um, but we have, I know it's becoming the afternoon for you. I've got a whole day ahead of me. But thank you so much for coming on and sharing you've.

Put a firecracker up me to get motivated and probably be on more podcasts. 'cause that is something I haven't focused on this year either. And I know you have motivated everyone listening. So how can people find you? What is your free gift? We'll [00:47:00] put it in the show notes. So tell us how people could find you and get a hold of that.

Christelle: Again, thanks again for having me, and to anyone listening, I appreciate your time because podcast listeners are special people. They are more intentional. They're not just scrolling and reading through posts. They make time. Set time aside to listen. So if that's you listening right now, I appreciate you. I appreciate your time and I hope that you got value from this conversation.

And if you did, I would really, really love you to find me on social media. Crystal, Bega, same name everywhere. I'm not fancy, I'm crystal big everywhere. You just find me there. Drop me a DM and let me know what stood out, what you liked, and what you, you really took away from this conversation. Other than that, you can, you will.

Uh, get the gift that I have for you today. It's, uh, a resource that I sell for $27, but for your listeners, to them, Maria, they will get it for free with the discount code authority. So they just [00:48:00] go and download it. It is a guide that again, shows them exactly, teach them everything they need to do about strategic podcast, guessing how to research shows to ensure that they are worth your time and they will get you, get you the results that you want.

What to do next, which is where to find a podcast. I have a list of shows there that are ready to be pitched over a hundred in different niche, and a tracking sheet that helps you stay organized and a pitch kit that shows you how to pitch effectively to get yeses and get accepted even on Maria's podcast.

Why not? So, yes, it has everything. If you want to get on podcast. You need that resource. So the link's gonna be in the description of the show notes and the discount code again to get it for free is authority. Now for those who prefer to play on social media, my name is Crystal Bega over there. If you want to check my website out is exposure maven.com, [00:49:00] E-X-P-O-S-U-L-R-E-M-A-V-E n.com.

So thanks again for having me, and I hope to chat with you soon. 

Mariah: Thank you so much. We'll put all your links in the show notes. So thank you and that, uh, resource sounds so valuable. So I'll put all the descriptions so they can get the discount code and download it. But thank you so much for your time.

I've really loved chatting with you. As I said, I could chat with you for another hour or two. Yeah. Okay. Amazing. How did we feel? Do we feel inspired? Because I could talk to her for hours. I felt like her insights were very motivating, very inspiring, and she's so right. You know, we need to look at these different types of medias from Earned Media, which is your podcasts, your PR to.

Borrowed media, which is your social media, your owned media, which is your email list, your website, and paid media, which is paying for advertising, right? We wanna have that balance. We wanna have that mixture. And getting on podcasts is a really great way to expand. Your exposure, and there's so much you can do from it, [00:50:00] from a content perspective, from repurposing it on your own page.

I have clients that I try to repurpose their podcast all the time. You know, you can create featured pages on your websites. When people land there, they can see all the podcasts you've been on. I had an amazing client that did this sort of playlist, Spotify playlist of all the episodes that she'd been on, and she could sort of share that as a bit of a portfolio, you know, because of course we are going to edit our own content, we're gonna make it how we want.

But when you are on someone else's show. They have the control over what they share. So of course, that's like the most real and authentic way for people to really get to know you. But I'm keen to hear what you thought of the episode. You know, leave it in the comments. If you're on Spotify, leave a rate and review if you're on Apple and be a content queen or king.

And remember that developing your strategy and story develops your business. Thank you so much for joining me today, and please don't forget to share this with all your business and entrepreneurial friends. You can do this by sharing it with them, sending them a link, adding to Insta Stories and tagging me at content Queen Mariah, or just tell them about it.

And if you do leave a [00:51:00] rating review, it does help me get amazing guests on the show. They find me in the charts. I must have been in the charts 'cause I'm getting so many emails about podcasts and so I've got so many exciting guests coming up. So stay tuned for that and follow me on Instar, TikTok, LinkedIn, all the platforms.

Let me know if there are any topics you wanna hear about, any guests you want me to get on, leave me a message. I'd love to make that happen and I'll see you in a bye.m absolutely so excited for you to listen, and I will talk to you next week. Bye. And cut.

PodcastMariah MacInnesmarketing, marketing advice, how to be authentic online, business ownerComment