I interviewed Daniel Gouldman, founder of Ternio. Watch it.
Ternio is an enterprise blockchain company based out of Alpharetta, GA. Ternio's global banking platform - BlockCard - allows customers to frictionlessly use their cryptocurrencies in their account and connect it to a Visa card. We discussed:
- The future of money / banking
- The business pivot that led to Ternio’s success
- From homeless to business leader
- “Nothing can define you accept for yourself”
- How his interest in geopolitics has helped with his work
- Earning people’s trust
- The danger of listening to influencers
- How the adoption ramp for blockchain mirrors the adoption ramp for the internet
- And more
Advice I give to clients regarding the best use of their content…
Whether you are a business or a band, use your content to:
• Attract genuine fans
• Over-deliver to those genuine fans
First of all, do not obsess on getting the viral video, overnight success, or a following in the billions. That is not in your control. Also, if you cannot survive without a billion fans / customers, something is very wrong.
Next, create consistent, solid content that tells the story of who you are, what you do, what you know, what you have experienced, etc. If they are genuine fans, they will like this.
Then use that content to guide those true fans to your website, blog, or newsletter… a property you own. Once they are there, give them something extra.
Objections people have with this approach:
1. A lot of people will not click over to your property.
That is okay. Those people would probably never spend money with you anyway.
2. Posts on social media that link to other places are pushed down by the algorithms.
Again, that is okay. For one thing, even if you play by their rules, the social media sites will not show your content to all of your followers anyway. Organic reach for every site is in constant decline. They want you to pay money to reach all of those people, even the people who said they want to hear from you. They hold your followers for ransom. And if you are going to put money behind a post, you might as well link to your own property.
The people behind a business are often the most interesting parts of a business. However, few companies take advantage of that when developing their content.
A question I have gotten from businesspeople – “Why is your experience working with musicians evidence that you can help me?”
Because it is about telling your story, the story of you as a person and you as an expert in your field. Because there is an art to great consulting work, great legal work, great landscaping, great plumbing, etc. Because just like the person who has written a hit song, you have insights gained from experience… and most likely none of that is being shared yet in your social media or on your website.
If you are important to the work you do, if you bring something to the table that cannot be replicated by a machine or an algorithm, I can help tell your story.
Social media is a marathon, not a sprint. Plan accordingly.
You should be able to mine content from most, if not all, of the people in your organization. If you can't, hire someone who can.
Sometimes the art is not in creating the post, but in editing it.
Don't pay much attention to social media stats. Remember: Facebook counts a video that has auto-played with the sound off for just three seconds as "a view."
Figure out one type of quality content that you can post at least once a day, five days a week. Make that your foundation and build from there.
The better you organize your content, the more use you will get from it. Learn to love spreadsheets and databases.