Ep. 220 - EASY 145% INCREASE in Performance!?!😮 Content Marketing TEST! 🍷 Wine knowledge👎 Ask Us ANYTHING

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:40we are back for ask us anything from the do this not that podcast presented by marigold this is our short episode we're all week long we get in questions we get in work questions we get in ridiculous questions and we try to tackle one of each and if you want to go and submit a question just go to jschwedelson.com there's a button that says podcast another one says, ask us anything. And we love getting your questions. So let's jump into it. We got a question in from Ella from Delray Beach, Florida. Nice. That's like 10 minutes from where I live. See, I live in Boca Raton and Boca Raton. It's like we eat dinner at four o 'clock and no offense, but some people driving around here in like blue hair, kind of like, you know, retirement vibes, which I'm into.

1:22I'm ready for that Delray, which like 10 minutes away, Delray Beach, very cool vibes. People go out, people have a life. That ain't me. I'm a big nerd. Anyway, Ella, what is your question? Jay, what big changes to content marketing do you expect heading into 2025? Well, that's a good question. And there is one big change. And it's related to the way that we are marketing our content, right? So if you are out there promoting a guide, a style guide on the consumer side, or a downloadable HR tips guide on the business side. The thing that we are doing that's destroying performance is that our content is always available.

2:06It is impossible to create FOMO, the fear of missing out for our content because we're like, here's our new guide. And don't worry, it's going to be on our resources tab for the next 45 years. And that's destroying the interest. And I think as we had in 2025, and I have some data to share here, that you're going to see this idea of making your content expire, right? You can have a guide of some kind. You promote it and say, it's only going to be available for 30 days. It lives in your resource area for 30 days. And then you make it go away. And then you can bring it back three months from now.

2:41I think this idea of making content expire, even though it's not like a milk carton that just goes bad is going to be a hot new trend. And, you know, we see it in a lot of consumer products, right? So the Starbucks pumpkin spice latte, people get excited when it comes around because they know it's not going to always be around forever. They could easily make that available forever. McDonald's has their McRib, which is completely disgusting. And yeah, it's only available at certain times. People jump all over that. McDonald's can make that available forever. What about Girl Scout cookies? Those could be available forever, right?

3:14And they're not even that good. But when they become available, we all jump on it. And even Netflix, if you think about what Netflix does, everything's available all the time, but it really isn't. So every month they come out with the stuff that's leaving Netflix soon. So for example, this month, they said Dumb and Dumber is leaving Netflix this month. And you're like, all of a sudden I saw that. I'm like, oh no, I need to go watch Dumb and Dumber, which is ridiculous because first of all, it's available on 10 other platforms. Second of all, I've seen it 400 times, but this idea of it's not going to always be there, it gets our juices flowing to want to react and want to engage with it, even when it's something that has been sitting there like dumb and dumber forever.

3:56So here's the stat. This is new data. Content offers promoted as expiring in a 30-day period have 145 % higher consumption rate in the first 30 days than non-expiring content offers. What do I mean by that? Let's say you're out there promoting an HR guide of some kind. And if you are making it expire and you're promoting the fact that it's going to expire, you see the download rate, the consumption rate be 145 % higher in that first 30-day period than if you just say, here it is, it's available all the time. So you could promote and say things like, Last chance, this HR guide disappears in three days.

4:38Final call, HR pros are grabbing this before it's gone. Time's up. Get your HR guide before it's pulled. Last day to download the 2025 Ultimate HR Guide. FOMO alert, the HR guide is gone in 72 hours. And you could do this for consumer content, for business content. But if you're just making your content available all the time, it's going to live on your resource tab. you are making a mistake. There's no way to create FOMO, and that's why you're seeing lower and lower performance for your content. So take your content, make it available for 30 days, build this campaign around urgency, make it go away, okay, update it a little bit, bring it back 90 days later, and this is how you win the game.

5:20This is how you win the game. All right, before we get to our totally ridiculous question, I want to let you know that this podcast is presented by Marigold. Listen, Marigold is my email sending platform. Maybe you've heard me talk about it before, and you haven't made the switch. That's because you're making a giant mistake. Your email sending platform stinks. This is great for business, for consumer marketers, small, medium, and large. It is a role of Sailthrough, Cheetah Digital, Campaign Monitor, Live Clicker, all these amazing brands. And if you go to jschwedelson.com slash save, S-A-V-E, you can get a discount there of up to 50 % off for trying this platform.

5:59I'm telling you, I've been using it for years. I send out billions of emails. check it out at jschwedelson.com slash save it's worth your time all right let's get into the ridiculous question we got a question in from sophia from portland oregon let me tell you something i've been to portland it is wild when you step outside and you breathe the air and i'm not just saying this it feels like you're doing something healthy for your body it is the only place on earth i've ever felt that way that like you breathe the air you're like ah this is how air is supposed to feel. It's amazing. So I'm all in on Portland, although it's really far from where I live.

6:33All right, Sophia, what is your question? Jay, do you have any hobbies? And if not, will you consider starting any of these in 2025? I have no hobbies. No, I mean, no, I have no hobbies. I really don't think I have any hobbies. So let me hear what you got. I'll see what I think. I'm sorry if I'm about to crush any of your hobbies. All right. The first one is crystals and crystal healing collecting. I don't have any idea really what that means. Although, um, I was at a trade show and somebody came up to me with a box of crystals and they said, uh, which of these crystals like speaks to you. And then I picked one out and they gave it to me and they said, this means whatever the hell it means.

7:17And you should hold onto this. It was a very nice interaction, but I was like, what, what is actually going on here? So if you're You probably shouldn't give them to me because I have no idea what's going on. What about becoming a wine snob? Zero percent chance. When I'm out with somebody and they look at the wine list and they start saying stuff about regions or grapes or years, I instantly look at them and say, you are a total loser. In my mind, that's what I am saying. Now, maybe you know about this stuff. Maybe like, Jay, you don't understand. Okay, great. good for you. I'm very proud of you.

7:57I think it's ridiculous. Give me a boxed wine. It's fine. Anyway, uh, rock climbing. No, 0 % chance. I'll tell you why I was on a family trip with my kids and all, and we were at Zion national park and I was amazing. Uh, fantastic trip. You got to go. And we did, um, rappelling with this dude, this guide, like you go rappelling down, like, you know, know, the side of like a big high rock formation or whatever. And my wife and kids did fine. And they put you on with the ropes and it's all safe and everything. But when I had to go, I don't know how high up, like a hundred feet up or whatever we were.

8:36And they had me, all right, you go. I, I don't think I've ever cursed more in my life. I dropped like 400 F-bombs in the span of like 10 seconds repelling down this thing. And of course, there's a lot of video that my kids took of me going down. And when I got down, I'm like, I am never doing that again. So all of that stuff is not in my wheelhouse. I am an embarrassment to the rock climbing, a repelling universe. I'm so sorry. All right. Last one, food photo sharing. Well, first of all, that's not a hobby. That's, I mean, if you are taking photos of your food, putting it on whatever social media, and that is a hobby, like you straight up say, this is my hobby, that's weird.

9:23I think it's fine. You want to take a picture of your food and you want to share it around and say, listen, I just had this great meal. You got to go check out this restaurant. Love that. You do you. But if you call that your hobby, then you need to get out more. Taking pictures of what you're about to eat and then telling people that that's what you do as a hobby is embarrassing. Okay. So I got to think of a hobby now. Maybe my hobby is making fun of other hobbies. I'm very good at that, and I'm enjoying that a lot. Anyway, I appreciate you all being here. Listen, you got to get signed up for CertifiedGuru.com because we are launching our free, giant, amazing email certification course, and we're only opening up to people that get on the wait list now.

10:12It's going to be wild. We spent a lot of time in this thing. Check it out at certifiedguru.com before we shut that waitlist and then it's opening up for real in the next few weeks. Appreciate you being here. Leave this thing a review. If this wasn't the worst podcast you've ever heard, it helps the algorithm. I would appreciate you and be awesome. Later. You did it. You made it to the end. Nice. But the party's not over. Subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. and hook us up with a five-star review if this wasn't the worst podcast of all time.

10:49Lastly, if you want access to the best virtual marketing events that are also 100 % free, visit guruevents.com so you can hear from the world's top marketers like Damon John, Martha Stewart, and me. Guruevents.com. Check it out.