For the very first time on the Know, Like & Trust Show, another content strategist is joining me. Abby Herman is here today to chat about the importance of listening to your audience and creating the ideal content journey from pre-client to off-boarding. 

Topics discussed in this episode:

  • How Abby got started in content strategy
  • The importance of knowing your desired outcome so you can craft the right strategy
  • How your audience can help you figure out what you actually want
  • Where to start with your content if you don’t have a large, engaged audience
  • How to get the most impact out of your surveys
  • Why Abby believes your content journey should look like and the importance of offboarding



“My clients thought that they wanted this tangible thing like a blog post or email sequence, when in reality it is the outcome that you actually want. It is attracting the right people to you, it is educating your audience, it is entertaining your audience, it is getting the information out there that needs to be out there in your industry.”

“You have to put yourself in the mind of the people who you are trying to attract. What is it that they want? You can think you know what your audience needs and wants, but until you’re actually talking to them, and asking them those questions, and paying attention to what they’re posting on social media, and at the content they’re putting out there, you don’t actually know.”

“You need to educate your audience, you need to educate the people who are coming to you, because what they think they need is, a lot of times, oftentimes not what they actually need.”

“Ask your questions in an open ended way because that’s where you’re going to get topic ideas for whatever your pillar content is, that’s where you’re gonna get the words that you can use for whatever launch you have coming up, or whatever email that you’re getting ready to send, that’s where you’re going to get the words that your audience is actually speaking.”

“What works today probably won’t work 3 months from now.”

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Music by Michael De La Torre. Thanks, Mikey!