DMJ 1 on 1: Answering Questions From The Audience

Each week on DMJ 1 on 1, Kirby Hasseman takes on a different topic to help provide value to those looking to grow a brand or organization.  Recently, he talked about 4 Things To Stop Doing On Social Media in 2024.  That episode spurred a lot of engagement and questions from the audience…and today he gives in and answers some questions from the audience!

This time on DMJ 1 on 1, Kirby addresses a range of questions from the audience, all centered around the key theme of content marketing. The discussion covers a broad spectrum of topics, from leveraging customer questions for content creation to the delicate balance of sales and value on social media. Kirby also shares his views on LinkedIn sales services and provides guidance on choosing the right social media platform and posting frequency. Finally, the conversation concludes with a discussion on the long-term commitment required for successful content marketing.

Using Customer Questions for Content Creation

To start, Kirby encourages using customer questions as a resource for content creation. He suggests writing down the 10 questions you get all the time and starting by answering those questions. This strategy not only helps in creating relevant content but also ensures that the content addresses the needs and concerns of the audience.

Moreover, Kirby emphasizes the importance of keeping your eyes and ears open for feedback, pushback, or follow-up questions to create new content. He believes that listening to customer questions helps clarify and expand upon existing content, thereby making it more comprehensive and useful for the audience.

Balancing Sales and Value on Social Media

One concern is being “too salesy.”  Kirby addresses concerns about being too salesy on social media and suggests a ratio of providing value to asking for a sale. He believes that constantly selling on social media can be a mistake; instead, the focus should be on providing value. He suggests a 3:1 or 4:1 ratio of providing value to asking for a sale. Building trust and giving more than asking is important in the “give first economy.” This approach not only helps in building a loyal customer base but also ensures that the customers see value in the content and are more likely to engage with it.

Negative Impact of LinkedIn Sales Services

But what about “done for you” sales packages on LinkedIn?  Kirby expresses dislike for LinkedIn sales services and recommends personal research and connection building instead. He believes that LinkedIn sales services are overdone and ruin the platform. He suggests that building trust and relationships requires personal effort and research.

Moreover, content creators should share strategies and not worry about others copying their strategies. He believes that copying strategies and sharing content among content creators is beneficial and can lead to the creation of more diverse and engaging content.

Choosing the Right Social Media Platform and Posting Frequency

Kirby also discusses the importance of choosing the right platform and frequency of posting based on the target audience. He suggests identifying the social media platform where the target audience spends the most time. Starting with one platform can be less overwhelming for beginners.

Furthermore, he emphasizes that the posting frequency should be as often as possible while maintaining good quality content. He believes that creating high-quality content consistently can help build a loyal audience and enhance brand visibility.

Long-Term Commitment to Content Marketing

“It’s a long-term game.”  Kirby emphasizes the long-term commitment required for content marketing and the importance of building brand awareness and trust. He suggests that content creators should commit to at least 12 to 18 months for content marketing strategy.

Content marketing is a long-term play for building brand awareness and trust. Content creators should focus on providing value and creating top-of-mind awareness. This approach not only helps in building a strong brand but also ensures that the audience sees value in the content and is more likely to engage with it.


What do you want to ask?  Now is a great time to reach out with questions for future episodes.  And if you are getting value, please feel free to subscribe and rate the podcast!

We hope you are getting lots of value out of these DMJ 1 on 1’s!  You can find all of the content we create on our blog page here.  And if you want to create a marketing campaign that truly Hits The TARGET, check our FREE TARGET Marketing Playbook here.

Written by: Kirby Hasseman

Kirby Hasseman is the CEO of Hasseman Marketing & Communications. Kirby hosts a weekly Web show called Delivering Marketing Joy where he interviews business leaders from around the country. Kirby has published four books. His most recent is “Fan of Happy.” His book, called "Delivering Marketing Joy" is about doing “promo right” and is perfect for people in the industry and customers. He also wrote “Think Big For Small Business” and “Give Your Way to Success. All are available on Amazon.