{"version":"1.0.0","segments":[{"speaker":"Simon","startTime":3.28,"endTime":5.44,"body":"We visit websites"},{"speaker":"Simon","startTime":3.28,"endTime":5.44,"body":"every day without even"},{"speaker":"Simon","startTime":5.44,"endTime":6.439,"body":"thinking about them."},{"speaker":"Simon","startTime":7.04,"endTime":9.48,"body":"And so often we come away"},{"speaker":"Simon","startTime":7.04,"endTime":9.48,"body":"from the sites having no"},{"speaker":"Simon","startTime":9.48,"endTime":11.039,"body":"idea what the company does."},{"speaker":"Simon","startTime":11.68,"endTime":14.479,"body":"The words on the screen seem"},{"speaker":"Simon","startTime":11.68,"endTime":14.479,"body":"to blur into one another,"},{"speaker":"Simon","startTime":14.879,"endTime":17.209,"body":"and you come away more"},{"speaker":"Simon","startTime":14.879,"endTime":17.209,"body":"confused than enlightened."},{"speaker":"Simon","startTime":18.5,"endTime":21.63,"body":"Creating a website that 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like"},{"speaker":"Simon","startTime":37.09,"endTime":38.499,"body":"they're part of your narrative."},{"speaker":"Simon","startTime":39.48,"endTime":42.469,"body":"On today's episode, we're"},{"speaker":"Simon","startTime":39.48,"endTime":42.469,"body":"going to show you how to use"},{"speaker":"Simon","startTime":42.48,"endTime":45.23,"body":"Story within your website"},{"speaker":"Simon","startTime":42.48,"endTime":45.23,"body":"to guide your buyers through"},{"speaker":"Simon","startTime":45.23,"endTime":48.629,"body":"the stages of their journey,"},{"speaker":"Simon","startTime":45.23,"endTime":48.629,"body":"transforming your website into"},{"speaker":"Simon","startTime":48.629,"endTime":50.749,"body":"a powerful storytelling machine."},{"speaker":"Simon","startTime":51.059,"endTime":53.579,"body":"So join us on this journey"},{"speaker":"Simon","startTime":51.059,"endTime":53.579,"body":"through storytelling."},{"speaker":"Simon","startTime":54.11,"endTime":56.769,"body":"We'll unlock the secrets to"},{"speaker":"Simon","startTime":54.11,"endTime":56.769,"body":"captivating your audience"},{"speaker":"Simon","startTime":56.839,"endTime":59.914,"body":"and creating a website that"},{"speaker":"Simon","startTime":56.839,"endTime":59.914,"body":"leaves a lasting memory."},{"speaker":"Simon","startTime":60.325,"endTime":61.445,"body":"Let's get started."},{"speaker":"Simon","startTime":67.245,"endTime":67.735,"body":"Hi there."},{"speaker":"Simon","startTime":67.735,"endTime":70.885,"body":"And welcome to the authentic"},{"speaker":"Simon","startTime":67.735,"endTime":70.885,"body":"marketing podcast in association"},{"speaker":"Simon","startTime":70.885,"endTime":74.285,"body":"with Demodia, where we give you"},{"speaker":"Simon","startTime":70.885,"endTime":74.285,"body":"actionable advice to help you"},{"speaker":"Simon","startTime":74.285,"endTime":76.235,"body":"create marketing that works."},{"speaker":"Simon","startTime":76.355,"endTime":77.955,"body":"I'm your host, Simon Harvey."},{"speaker":"Simon","startTime":78.095,"endTime":81.384,"body":"And as usual, I'm joined by"},{"speaker":"Simon","startTime":78.095,"endTime":81.384,"body":"my co host, Daniel Kleber."},{"speaker":"Simon","startTime":81.575,"endTime":82.405,"body":"Hi there, Daniel."},{"speaker":"Simon","startTime":82.655,"endTime":82.855,"body":"Hello,"},{"speaker":"Daniel","startTime":82.855,"endTime":83.184,"body":"Simon."},{"speaker":"Daniel","startTime":83.705,"endTime":84.805,"body":"And hello listeners."},{"speaker":"Simon","startTime":84.925,"endTime":85.945,"body":"Hello, hello."},{"speaker":"Simon","startTime":86.405,"endTime":89.385,"body":"So through this season we've"},{"speaker":"Simon","startTime":86.405,"endTime":89.385,"body":"been looking at website best"},{"speaker":"Simon","startTime":89.395,"endTime":92.665,"body":"practices and what you need"},{"speaker":"Simon","startTime":89.395,"endTime":92.665,"body":"to know and do to create"},{"speaker":"Simon","startTime":92.755,"endTime":95.165,"body":"lead generating websites"},{"speaker":"Simon","startTime":92.755,"endTime":95.165,"body":"for your small business."},{"speaker":"Simon","startTime":96.175,"endTime":99.005,"body":"In the last couple of episodes"},{"speaker":"Simon","startTime":96.175,"endTime":99.005,"body":"we've focused on design and"},{"speaker":"Simon","startTime":99.005,"endTime":102.334,"body":"technology and today we're"},{"speaker":"Simon","startTime":99.005,"endTime":102.334,"body":"going to take a step into the"},{"speaker":"Simon","startTime":102.335,"endTime":105.205,"body":"site itself and talk a bit"},{"speaker":"Simon","startTime":102.335,"endTime":105.205,"body":"more about the content and"},{"speaker":"Simon","startTime":105.205,"endTime":106.494,"body":"the structure of your site."},{"speaker":"Simon","startTime":106.735,"endTime":109.975,"body":"I must say so many 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design"},{"speaker":"Daniel","startTime":122.97,"endTime":125.899,"body":"agencies to create appealing"},{"speaker":"Daniel","startTime":122.97,"endTime":125.899,"body":"and great looking websites."},{"speaker":"Daniel","startTime":126.359,"endTime":128.86,"body":"But when it comes to"},{"speaker":"Daniel","startTime":126.359,"endTime":128.86,"body":"the content, I often get"},{"speaker":"Daniel","startTime":128.86,"endTime":129.6,"body":"the feeling that it..."},{"speaker":"Daniel","startTime":129.94,"endTime":131.85,"body":"Gets given the"},{"speaker":"Daniel","startTime":129.94,"endTime":131.85,"body":"student in the corner."},{"speaker":"Daniel","startTime":132.149,"endTime":134.89,"body":"Okay, maybe not literally,"},{"speaker":"Daniel","startTime":132.149,"endTime":134.89,"body":"but it often feels like"},{"speaker":"Daniel","startTime":134.9,"endTime":136.1,"body":"they've given it that 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not."},{"speaker":"Simon","startTime":149.35,"endTime":153.22,"body":"But even before that, it's the"},{"speaker":"Simon","startTime":149.35,"endTime":153.22,"body":"thing that gets Google and other"},{"speaker":"Simon","startTime":153.22,"endTime":156.71,"body":"search engines to direct people"},{"speaker":"Simon","startTime":153.22,"endTime":156.71,"body":"to your site in the first place."},{"speaker":"Simon","startTime":156.995,"endTime":159.905,"body":"So, without good copy and"},{"speaker":"Simon","startTime":156.995,"endTime":159.905,"body":"without good structure to"},{"speaker":"Simon","startTime":159.905,"endTime":163.115,"body":"your site and to that copy,"},{"speaker":"Simon","startTime":159.905,"endTime":163.115,"body":"no one knows what you do"},{"speaker":"Simon","startTime":163.115,"endTime":165.495,"body":"and no one can even find"},{"speaker":"Simon","startTime":163.115,"endTime":165.495,"body":"you in the first 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page."},{"speaker":"Simon","startTime":180.859,"endTime":183.47,"body":"But how do you turn your"},{"speaker":"Simon","startTime":180.859,"endTime":183.47,"body":"website into a storybook"},{"speaker":"Simon","startTime":183.51,"endTime":186.02,"body":"that visitors will want to"},{"speaker":"Simon","startTime":183.51,"endTime":186.02,"body":"read through and remember?"},{"speaker":"Simon","startTime":186.24,"endTime":186.88,"body":"It sounds like"},{"speaker":"Daniel","startTime":186.88,"endTime":187.69,"body":"this could be fun."},{"speaker":"Daniel","startTime":187.91,"endTime":190.459,"body":"I'm already thinking about"},{"speaker":"Daniel","startTime":187.91,"endTime":190.459,"body":"my favorite comic books now."},{"speaker":"Simon","startTime":191.93,"endTime":193.379,"body":"I know that's not"},{"speaker":"Simon","startTime":191.93,"endTime":193.379,"body":"your level, but we're"},{"speaker":"Simon","startTime":193.38,"endTime":195.43,"body":"going to go a bit 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go"},{"speaker":"Simon","startTime":251.534,"endTime":253.444,"body":"through their buying"},{"speaker":"Simon","startTime":253.444,"endTime":255.135,"body":"journey within your website."},{"speaker":"Daniel","startTime":255.205,"endTime":257.795,"body":"That seems unbelievable,"},{"speaker":"Daniel","startTime":255.205,"endTime":257.795,"body":"but you're exactly right."},{"speaker":"Daniel","startTime":257.93,"endTime":260.269,"body":"You got me thinking about"},{"speaker":"Daniel","startTime":257.93,"endTime":260.269,"body":"films that I've seen and"},{"speaker":"Daniel","startTime":260.29,"endTime":261.779,"body":"how they follow that path."},{"speaker":"Daniel","startTime":261.849,"endTime":264.219,"body":"I know you've mentioned"},{"speaker":"Daniel","startTime":261.849,"endTime":264.219,"body":"Star Wars many times before"},{"speaker":"Daniel","startTime":264.219,"endTime":266.4,"body":"on this podcast, but I"},{"speaker":"Daniel","startTime":264.219,"endTime":266.4,"body":"think that's a really great"},{"speaker":"Daniel","startTime":266.4,"endTime":267.87,"body":"example of exactly this."},{"speaker":"Daniel","startTime":267.96,"endTime":268.219,"body":"Yeah,"},{"speaker":"Simon","startTime":268.219,"endTime":268.659,"body":"you're right."},{"speaker":"Simon","startTime":268.659,"endTime":271.209,"body":"This is one of my favorite"},{"speaker":"Simon","startTime":268.659,"endTime":271.209,"body":"examples and I've used it many"},{"speaker":"Simon","startTime":271.21,"endTime":273.09,"body":"times before and I'm going"},{"speaker":"Simon","startTime":271.21,"endTime":273.09,"body":"to use it many times again."},{"speaker":"Simon","startTime":273.719,"endTime":276.489,"body":"But it really is a great example"},{"speaker":"Simon","startTime":273.719,"endTime":276.489,"body":"of how the whole biojourney"},{"speaker":"Simon","startTime":276.5,"endTime":278.44,"body":"is told within film 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farm."},{"speaker":"Simon","startTime":292.875,"endTime":295.905,"body":"And then while cleaning him,"},{"speaker":"Simon","startTime":292.875,"endTime":295.905,"body":"he discovers a video of a"},{"speaker":"Simon","startTime":295.905,"endTime":298.395,"body":"young woman who seems to be"},{"speaker":"Simon","startTime":295.905,"endTime":298.395,"body":"looking for somebody called Obi"},{"speaker":"Simon","startTime":298.395,"endTime":301.755,"body":"one who could this mysterious"},{"speaker":"Simon","startTime":298.395,"endTime":301.755,"body":"character be later we find out."},{"speaker":"Simon","startTime":301.76,"endTime":302.895,"body":"Of course, that's Leia."},{"speaker":"Simon","startTime":303.534,"endTime":305.004,"body":"But Luke's intrigued by this."},{"speaker":"Simon","startTime":305.064,"endTime":307.854,"body":"And he goes on to search"},{"speaker":"Simon","startTime":305.064,"endTime":307.854,"body":"for his friend Ben 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the"},{"speaker":"Simon","startTime":350.975,"endTime":354.095,"body":"deep end and they need to learn"},{"speaker":"Simon","startTime":350.975,"endTime":354.095,"body":"how to solve their problem fast."},{"speaker":"Simon","startTime":354.265,"endTime":358.055,"body":"So, on your website, this is"},{"speaker":"Simon","startTime":354.265,"endTime":358.055,"body":"really where the story begins."},{"speaker":"Daniel","startTime":358.164,"endTime":360.485,"body":"Of course, when I'm"},{"speaker":"Daniel","startTime":358.164,"endTime":360.485,"body":"searching on Google and click"},{"speaker":"Daniel","startTime":360.485,"endTime":363.67,"body":"on a link to a web page, The"},{"speaker":"Daniel","startTime":360.485,"endTime":363.67,"body":"first thing I want to know is"},{"speaker":"Daniel","startTime":363.67,"endTime":367.12,"body":"whether this company is going to"},{"speaker":"Daniel","startTime":363.67,"endTime":367.12,"body":"be able to answer my question or"},{"speaker":"Daniel","startTime":367.15,"endTime":368.57,"body":"provide me with something that"},{"speaker":"Simon","startTime":368.57,"endTime":369.01,"body":"I want."},{"speaker":"Simon","startTime":369.13,"endTime":369.79,"body":"Exactly."},{"speaker":"Simon","startTime":370.0,"endTime":372.51,"body":"And that's what I call"},{"speaker":"Simon","startTime":370.0,"endTime":372.51,"body":"the R2D2 phase here."},{"speaker":"Simon","startTime":372.89,"endTime":376.58,"body":"It's the point where the status"},{"speaker":"Simon","startTime":372.89,"endTime":376.58,"body":"quo in our buyer's world has"},{"speaker":"Simon","startTime":376.58,"endTime":379.259,"body":"been disrupted and they're"},{"speaker":"Simon","startTime":376.58,"endTime":379.259,"body":"looking for a way to get back"},{"speaker":"Simon","startTime":379.26,"endTime":380.509,"body":"to their comfortable place."},{"speaker":"Simon","startTime":380.735,"endTime":383.095,"body":"At this point in the"},{"speaker":"Simon","startTime":380.735,"endTime":383.095,"body":"journey, our website needs to"},{"speaker":"Simon","startTime":383.095,"endTime":384.735,"body":"provide educational content."},{"speaker":"Simon","startTime":385.125,"endTime":387.335,"body":"It needs to give something"},{"speaker":"Simon","startTime":385.125,"endTime":387.335,"body":"that helps them to understand"},{"speaker":"Simon","startTime":387.335,"endTime":389.725,"body":"the challenge that they"},{"speaker":"Simon","startTime":387.335,"endTime":389.725,"body":"face and explain to them"},{"speaker":"Simon","startTime":389.725,"endTime":390.765,"body":"how they can solve it."},{"speaker":"Simon","startTime":390.935,"endTime":391.335,"body":"This is"},{"speaker":"Daniel","startTime":391.335,"endTime":393.114,"body":"where I know"},{"speaker":"Daniel","startTime":391.335,"endTime":393.114,"body":"many people use blogs."},{"speaker":"Daniel","startTime":393.575,"endTime":396.175,"body":"Blog posts can be a really"},{"speaker":"Daniel","startTime":393.575,"endTime":396.175,"body":"great way to give background"},{"speaker":"Daniel","startTime":396.175,"endTime":398.394,"body":"information and explain"},{"speaker":"Daniel","startTime":396.175,"endTime":398.394,"body":"things in more detail."},{"speaker":"Daniel","startTime":398.62,"endTime":401.229,"body":"I know a lot of companies"},{"speaker":"Daniel","startTime":398.62,"endTime":401.229,"body":"also use white papers and"},{"speaker":"Daniel","startTime":401.28,"endTime":402.58,"body":"ebooks at this point too."},{"speaker":"Simon","startTime":402.669,"endTime":404.2,"body":"Yeah, they're"},{"speaker":"Simon","startTime":402.669,"endTime":404.2,"body":"all great examples."},{"speaker":"Simon","startTime":404.239,"endTime":407.34,"body":"I've also seen things like"},{"speaker":"Simon","startTime":404.239,"endTime":407.34,"body":"videos or educational email"},{"speaker":"Simon","startTime":407.34,"endTime":409.63,"body":"nurtures really well here"},{"speaker":"Simon","startTime":407.34,"endTime":409.63,"body":"to broaden the knowledge"},{"speaker":"Simon","startTime":409.63,"endTime":410.87,"body":"of visitors at this point."},{"speaker":"Simon","startTime":410.94,"endTime":411.549,"body":"I like it."},{"speaker":"Simon","startTime":411.719,"endTime":413.03,"body":"So, tell me more."},{"speaker":"Simon","startTime":413.13,"endTime":413.919,"body":"Tell you more indeed."},{"speaker":"Simon","startTime":413.919,"endTime":415.34,"body":"Yeah, I'm more than"},{"speaker":"Simon","startTime":413.919,"endTime":415.34,"body":"happy to do so."},{"speaker":"Simon","startTime":415.359,"endTime":416.659,"body":"So, where were we?"},{"speaker":"Simon","startTime":417.06,"endTime":421.52,"body":"Um, so Luke's gone out with Obi"},{"speaker":"Simon","startTime":417.06,"endTime":421.52,"body":"Wan to rescue his friend Leia."},{"speaker":"Simon","startTime":421.815,"endTime":424.505,"body":"And he gets introduced to the"},{"speaker":"Simon","startTime":421.815,"endTime":424.505,"body":"force, you've got to remember"},{"speaker":"Simon","startTime":424.505,"endTime":427.614,"body":"this part, where they're stopped"},{"speaker":"Simon","startTime":424.505,"endTime":427.614,"body":"by some stormtroopers at a"},{"speaker":"Simon","startTime":427.614,"endTime":431.364,"body":"checkpoint, and Obi Wan uses the"},{"speaker":"Simon","startTime":427.614,"endTime":431.364,"body":"famous line, These are not the"},{"speaker":"Simon","startTime":431.364,"endTime":433.174,"body":"droids that you are looking for."},{"speaker":"Daniel","startTime":433.364,"endTime":436.534,"body":"Oh yes, there have"},{"speaker":"Daniel","startTime":433.364,"endTime":436.534,"body":"been many memes created"},{"speaker":"Simon","startTime":436.534,"endTime":437.015,"body":"around that."},{"speaker":"Simon","startTime":437.084,"endTime":438.144,"body":"There sure have, yeah."},{"speaker":"Simon","startTime":438.359,"endTime":441.129,"body":"So if the R2 D2 phase was"},{"speaker":"Simon","startTime":438.359,"endTime":441.129,"body":"the realization that there"},{"speaker":"Simon","startTime":441.179,"endTime":444.25,"body":"was more to the world than"},{"speaker":"Simon","startTime":441.179,"endTime":444.25,"body":"working on a farm, this is"},{"speaker":"Simon","startTime":444.25,"endTime":446.2,"body":"where the Obi Wan phase starts."},{"speaker":"Simon","startTime":446.7,"endTime":450.069,"body":"It's where the story moves from"},{"speaker":"Simon","startTime":446.7,"endTime":450.069,"body":"education into consideration."},{"speaker":"Simon","startTime":450.41,"endTime":454.699,"body":"Now Luke realizes that there is"},{"speaker":"Simon","startTime":450.41,"endTime":454.699,"body":"something in this idea, and he"},{"speaker":"Simon","startTime":454.7,"endTime":457.68,"body":"thinks he can do something with"},{"speaker":"Simon","startTime":454.7,"endTime":457.68,"body":"the force, but he doesn't yet"},{"speaker":"Simon","startTime":457.68,"endTime":460.52,"body":"know how to control it or how"},{"speaker":"Simon","startTime":457.68,"endTime":460.52,"body":"to use it to its full extent."},{"speaker":"Daniel","startTime":460.66,"endTime":462.24,"body":"And that's what"},{"speaker":"Daniel","startTime":460.66,"endTime":462.24,"body":"our buyer is doing."},{"speaker":"Daniel","startTime":462.54,"endTime":463.72,"body":"They're doing the same thing."},{"speaker":"Daniel","startTime":463.975,"endTime":466.525,"body":"We've provided them with"},{"speaker":"Daniel","startTime":463.975,"endTime":466.525,"body":"content to educate them,"},{"speaker":"Daniel","startTime":466.535,"endTime":469.705,"body":"making them aware of the"},{"speaker":"Daniel","startTime":466.535,"endTime":469.705,"body":"problem that they have, and a"},{"speaker":"Daniel","startTime":469.705,"endTime":471.255,"body":"solution that will help them."},{"speaker":"Daniel","startTime":471.465,"endTime":473.525,"body":"Now they're thinking"},{"speaker":"Daniel","startTime":471.465,"endTime":473.525,"body":"about whether the solution"},{"speaker":"Daniel","startTime":473.535,"endTime":476.395,"body":"could work within their"},{"speaker":"Daniel","startTime":473.535,"endTime":476.395,"body":"situation or organization."},{"speaker":"Daniel","startTime":476.575,"endTime":479.734,"body":"They're starting to define"},{"speaker":"Daniel","startTime":476.575,"endTime":479.734,"body":"parameters and decide what"},{"speaker":"Daniel","startTime":479.735,"endTime":481.345,"body":"exactly they need and what they"},{"speaker":"Simon","startTime":481.345,"endTime":481.694,"body":"don't."},{"speaker":"Simon","startTime":481.875,"endTime":483.064,"body":"Yep, you've got it here."},{"speaker":"Simon","startTime":483.494,"endTime":485.875,"body":"So in our website, we now"},{"speaker":"Simon","startTime":483.494,"endTime":485.875,"body":"need to start thinking about"},{"speaker":"Simon","startTime":485.975,"endTime":489.195,"body":"giving visitors more detail"},{"speaker":"Simon","startTime":485.975,"endTime":489.195,"body":"on the offering, for example."},{"speaker":"Simon","startTime":489.5,"endTime":491.65,"body":"If you're selling a product,"},{"speaker":"Simon","startTime":489.5,"endTime":491.65,"body":"this is now the time they're"},{"speaker":"Simon","startTime":491.65,"endTime":494.19,"body":"starting to get interested"},{"speaker":"Simon","startTime":491.65,"endTime":494.19,"body":"in what features it's got."},{"speaker":"Simon","startTime":494.73,"endTime":498.59,"body":"Uh, if you're selling services,"},{"speaker":"Simon","startTime":494.73,"endTime":498.59,"body":"they want to know what you do"},{"speaker":"Simon","startTime":498.59,"endTime":500.26,"body":"and what those services include."},{"speaker":"Simon","startTime":500.45,"endTime":501.01,"body":"This is where"},{"speaker":"Daniel","startTime":501.01,"endTime":503.38,"body":"things like product"},{"speaker":"Daniel","startTime":501.01,"endTime":503.38,"body":"or service pages come in."},{"speaker":"Daniel","startTime":503.73,"endTime":506.16,"body":"You can also include things"},{"speaker":"Daniel","startTime":503.73,"endTime":506.16,"body":"like the Walnut style"},{"speaker":"Daniel","startTime":506.16,"endTime":507.099,"body":"demos that we discussed."},{"speaker":"Daniel","startTime":507.235,"endTime":507.605,"body":"The other"},{"speaker":"Simon","startTime":507.605,"endTime":507.945,"body":"week."},{"speaker":"Simon","startTime":507.965,"endTime":511.025,"body":"Yeah, that's exactly what"},{"speaker":"Simon","startTime":507.965,"endTime":511.025,"body":"you need to do at this stage."},{"speaker":"Simon","startTime":511.335,"endTime":513.385,"body":"Your visitors now have"},{"speaker":"Simon","startTime":511.335,"endTime":513.385,"body":"a good idea of what"},{"speaker":"Simon","startTime":513.385,"endTime":514.375,"body":"they're trying to achieve."},{"speaker":"Simon","startTime":514.715,"endTime":518.345,"body":"So I'd say to use your website"},{"speaker":"Simon","startTime":514.715,"endTime":518.345,"body":"content to explain that clearly"},{"speaker":"Simon","startTime":518.345,"endTime":519.824,"body":"and explain how you do that."},{"speaker":"Simon","startTime":520.005,"endTime":520.515,"body":"So"},{"speaker":"Daniel","startTime":520.574,"endTime":521.835,"body":"I'm getting excited now."},{"speaker":"Daniel","startTime":522.025,"endTime":523.074,"body":"Where do we go now?"},{"speaker":"Daniel","startTime":523.495,"endTime":524.595,"body":"How does this story end?"},{"speaker":"Simon","startTime":525.465,"endTime":526.935,"body":"Of course, we all"},{"speaker":"Simon","startTime":525.465,"endTime":526.935,"body":"know what happens next."},{"speaker":"Simon","startTime":528.165,"endTime":529.995,"body":"So yeah, at this point"},{"speaker":"Simon","startTime":528.165,"endTime":529.995,"body":"in the story, Luke's"},{"speaker":"Simon","startTime":529.995,"endTime":531.745,"body":"introduced to Yoda."},{"speaker":"Simon","startTime":531.755,"endTime":534.235,"body":"He already knows about the"},{"speaker":"Simon","startTime":531.755,"endTime":534.235,"body":"Force, but Yoda teaches"},{"speaker":"Simon","startTime":534.235,"endTime":537.025,"body":"him how to use it for good"},{"speaker":"Simon","startTime":534.235,"endTime":537.025,"body":"and how to defend himself"},{"speaker":"Simon","startTime":537.025,"endTime":538.215,"body":"against the dark side."},{"speaker":"Simon","startTime":538.595,"endTime":541.514,"body":"So Luke starts to"},{"speaker":"Simon","startTime":538.595,"endTime":541.514,"body":"transform into a true Jedi."},{"speaker":"Daniel","startTime":541.825,"endTime":544.375,"body":"So our visitors are"},{"speaker":"Daniel","startTime":541.825,"endTime":544.375,"body":"moving into the decision"},{"speaker":"Daniel","startTime":544.375,"endTime":545.805,"body":"phase of the Bior journey now."},{"speaker":"Daniel","startTime":546.025,"endTime":548.665,"body":"They have all the information"},{"speaker":"Daniel","startTime":546.025,"endTime":548.665,"body":"they need, and they need to"},{"speaker":"Daniel","startTime":548.665,"endTime":551.265,"body":"decide whether or not they"},{"speaker":"Daniel","startTime":548.665,"endTime":551.265,"body":"want to purchase from us."},{"speaker":"Daniel","startTime":551.565,"endTime":553.845,"body":"At this time, they're"},{"speaker":"Daniel","startTime":551.565,"endTime":553.845,"body":"looking for things like case"},{"speaker":"Daniel","startTime":553.855,"endTime":556.944,"body":"studies, customer quotes,"},{"speaker":"Daniel","startTime":553.855,"endTime":556.944,"body":"reviews, and ratings."},{"speaker":"Daniel","startTime":557.155,"endTime":559.045,"body":"Things that give them"},{"speaker":"Daniel","startTime":557.155,"endTime":559.045,"body":"comfort that you can"},{"speaker":"Daniel","startTime":559.045,"endTime":559.935,"body":"really do what you've"},{"speaker":"Simon","startTime":559.935,"endTime":560.555,"body":"said you can."},{"speaker":"Simon","startTime":560.685,"endTime":562.434,"body":"Yeah, and this is also a"},{"speaker":"Simon","startTime":560.685,"endTime":562.434,"body":"great place that you can"},{"speaker":"Simon","startTime":562.435,"endTime":563.655,"body":"use your landing pages."},{"speaker":"Simon","startTime":564.08,"endTime":567.2,"body":"You know, you can offer things"},{"speaker":"Simon","startTime":564.08,"endTime":567.2,"body":"like you said, Daniel, uh,"},{"speaker":"Simon","startTime":567.2,"endTime":570.44,"body":"or you can put things, for"},{"speaker":"Simon","startTime":567.2,"endTime":570.44,"body":"example, like R O I, calculators"},{"speaker":"Simon","startTime":570.44,"endTime":571.88,"body":"maybe, or assessments."},{"speaker":"Simon","startTime":571.88,"endTime":574.16,"body":"I've also seen them work"},{"speaker":"Simon","startTime":571.88,"endTime":574.16,"body":"really well at this stage."},{"speaker":"Simon","startTime":574.57,"endTime":577.21,"body":"You know, this is the point"},{"speaker":"Simon","startTime":574.57,"endTime":577.21,"body":"where people want to know, for"},{"speaker":"Simon","startTime":577.21,"endTime":579.55,"body":"example, the return that they're"},{"speaker":"Simon","startTime":577.21,"endTime":579.55,"body":"gonna get on their purchase"},{"speaker":"Simon","startTime":579.55,"endTime":581.14,"body":"or that they can trust you."},{"speaker":"Simon","startTime":581.46,"endTime":582.18,"body":"That's all great."},{"speaker":"Simon","startTime":582.18,"endTime":584.4,"body":"But there is one thing here"},{"speaker":"Simon","startTime":582.18,"endTime":584.4,"body":"we can't forget that the story"},{"speaker":"Simon","startTime":584.4,"endTime":586.41,"body":"doesn't end there, of course."},{"speaker":"Daniel","startTime":586.799,"endTime":588.629,"body":"We've still got the"},{"speaker":"Daniel","startTime":586.799,"endTime":588.629,"body":"Climatics scene to come."},{"speaker":"Simon","startTime":588.899,"endTime":589.669,"body":"Yep, you've got it."},{"speaker":"Simon","startTime":590.11,"endTime":592.819,"body":"Luke needs to step up and out"},{"speaker":"Simon","startTime":590.11,"endTime":592.819,"body":"of the shadow of his mentor."},{"speaker":"Simon","startTime":593.25,"endTime":595.17,"body":"He needs to accept"},{"speaker":"Simon","startTime":593.25,"endTime":595.17,"body":"that he's become a Jedi"},{"speaker":"Simon","startTime":595.17,"endTime":596.249,"body":"and trust in himself."},{"speaker":"Simon","startTime":596.749,"endTime":598.219,"body":"But of course he's afraid."},{"speaker":"Simon","startTime":598.3,"endTime":599.56,"body":"You know, all heroes are."},{"speaker":"Simon","startTime":600.079,"endTime":602.579,"body":"So we've got this tearful"},{"speaker":"Simon","startTime":600.079,"endTime":602.579,"body":"scene on the Death Star, you"},{"speaker":"Simon","startTime":602.579,"endTime":606.37,"body":"know, Luke Leia and behind"},{"speaker":"Simon","startTime":602.579,"endTime":606.37,"body":"the scenes Obi Wan's been"},{"speaker":"Simon","startTime":606.37,"endTime":608.829,"body":"sneaking around and shutting"},{"speaker":"Simon","startTime":606.37,"endTime":608.829,"body":"down that tractor beam."},{"speaker":"Simon","startTime":609.52,"endTime":611.829,"body":"So everyone seems like they've"},{"speaker":"Simon","startTime":609.52,"endTime":611.829,"body":"made it back to the hangar"},{"speaker":"Simon","startTime":611.829,"endTime":615.249,"body":"bay and into the Millennium"},{"speaker":"Simon","startTime":611.829,"endTime":615.249,"body":"Falcon, but then they realize"},{"speaker":"Simon","startTime":615.249,"endTime":616.68,"body":"that Obi Wan's not there."},{"speaker":"Simon","startTime":617.385,"endTime":618.235,"body":"No, no he's not."},{"speaker":"Simon","startTime":618.335,"endTime":621.725,"body":"He's fighting, of course, with"},{"speaker":"Simon","startTime":618.335,"endTime":621.725,"body":"Darth Vader in the corner, and"},{"speaker":"Simon","startTime":621.725,"endTime":624.795,"body":"realising that he's got to force"},{"speaker":"Simon","startTime":621.725,"endTime":624.795,"body":"action at this point in time,"},{"speaker":"Simon","startTime":625.164,"endTime":628.295,"body":"Obi Wan takes one last look"},{"speaker":"Simon","startTime":625.164,"endTime":628.295,"body":"over at Luke before allowing"},{"speaker":"Simon","startTime":628.295,"endTime":629.855,"body":"himself to be struck down."},{"speaker":"Daniel","startTime":630.115,"endTime":631.885,"body":"Oh, I remember that part"},{"speaker":"Simon","startTime":631.925,"endTime":632.444,"body":"very well."},{"speaker":"Simon","startTime":632.665,"endTime":634.525,"body":"Yeah, I mean, this is what"},{"speaker":"Simon","startTime":632.665,"endTime":634.525,"body":"we call in the business,"},{"speaker":"Simon","startTime":634.564,"endTime":635.615,"body":"the call to action."},{"speaker":"Simon","startTime":635.665,"endTime":637.505,"body":"You know, it's a little"},{"speaker":"Simon","startTime":635.665,"endTime":637.505,"body":"bit extreme maybe in this"},{"speaker":"Simon","startTime":637.505,"endTime":638.725,"body":"case, but it did the trick."},{"speaker":"Simon","startTime":639.035,"endTime":641.084,"body":"You know, Luke has to"},{"speaker":"Simon","startTime":639.035,"endTime":641.084,"body":"make a decision now."},{"speaker":"Simon","startTime":641.094,"endTime":643.685,"body":"Will he step up and take"},{"speaker":"Simon","startTime":641.094,"endTime":643.685,"body":"up the mantle from Obi Wan?"},{"speaker":"Simon","startTime":643.985,"endTime":646.505,"body":"Or will he accept defeat"},{"speaker":"Simon","startTime":643.985,"endTime":646.505,"body":"and return to Alderaan?"},{"speaker":"Daniel","startTime":646.825,"endTime":648.205,"body":"We all know"},{"speaker":"Daniel","startTime":646.825,"endTime":648.205,"body":"the answer to that."},{"speaker":"Daniel","startTime":648.714,"endTime":651.924,"body":"But what's most important"},{"speaker":"Daniel","startTime":648.714,"endTime":651.924,"body":"is that he needed that push."},{"speaker":"Daniel","startTime":652.07,"endTime":654.93,"body":"to make him take the decision"},{"speaker":"Daniel","startTime":652.07,"endTime":654.93,"body":"and your website visitors"},{"speaker":"Simon","startTime":654.93,"endTime":655.5,"body":"do too."},{"speaker":"Simon","startTime":655.61,"endTime":657.23,"body":"Yeah, that's very much the case."},{"speaker":"Simon","startTime":657.37,"endTime":659.22,"body":"People won't act unless"},{"speaker":"Simon","startTime":657.37,"endTime":659.22,"body":"they're forced to."},{"speaker":"Simon","startTime":659.719,"endTime":662.349,"body":"So in the case of your website,"},{"speaker":"Simon","startTime":659.719,"endTime":662.349,"body":"you need a strong call to"},{"speaker":"Simon","startTime":662.349,"endTime":664.93,"body":"action and they need to be"},{"speaker":"Simon","startTime":662.349,"endTime":664.93,"body":"consistent and they need"},{"speaker":"Simon","startTime":664.939,"endTime":666.26,"body":"to be all over the place."},{"speaker":"Simon","startTime":666.77,"endTime":669.37,"body":"Don't just put one CTO on your"},{"speaker":"Simon","startTime":666.77,"endTime":669.37,"body":"page and hope it's going to"},{"speaker":"Simon","startTime":669.38,"endTime":670.739,"body":"work because it's not going to."},{"speaker":"Simon","startTime":671.15,"endTime":674.27,"body":"You need to put several inside"},{"speaker":"Simon","startTime":671.15,"endTime":674.27,"body":"there and you need to make sure"},{"speaker":"Simon","startTime":674.27,"endTime":676.72,"body":"there's one in the top right"},{"speaker":"Simon","startTime":674.27,"endTime":676.72,"body":"hand corner because that's where"},{"speaker":"Simon","startTime":676.72,"endTime":678.13,"body":"everybody's ultimately looking."},{"speaker":"Simon","startTime":678.39,"endTime":681.18,"body":"So, also the other thing"},{"speaker":"Simon","startTime":678.39,"endTime":681.18,"body":"I'd say is don't forget to"},{"speaker":"Simon","startTime":681.18,"endTime":684.28,"body":"adjust your CTA based on"},{"speaker":"Simon","startTime":681.18,"endTime":684.28,"body":"where you are in your story."},{"speaker":"Simon","startTime":684.73,"endTime":687.309,"body":"You know, your CTA can"},{"speaker":"Simon","startTime":684.73,"endTime":687.309,"body":"send them directly through"},{"speaker":"Simon","startTime":687.31,"endTime":688.98,"body":"to the X Wing in success."},{"speaker":"Simon","startTime":689.27,"endTime":691.39,"body":"You know, carrying on my"},{"speaker":"Simon","startTime":689.27,"endTime":691.39,"body":"Star Wars example there."},{"speaker":"Simon","startTime":691.99,"endTime":695.179,"body":"But in most cases, people"},{"speaker":"Simon","startTime":691.99,"endTime":695.179,"body":"want to take smaller steps."},{"speaker":"Simon","startTime":695.52,"endTime":698.64,"body":"So, that's where you need"},{"speaker":"Simon","startTime":695.52,"endTime":698.64,"body":"to use secondary CTAs."},{"speaker":"Simon","startTime":699.02,"endTime":701.079,"body":"These are something that's"},{"speaker":"Simon","startTime":699.02,"endTime":701.079,"body":"going to send them to the"},{"speaker":"Simon","startTime":701.079,"endTime":702.589,"body":"next phase of their journey."},{"speaker":"Simon","startTime":702.84,"endTime":705.64,"body":"So again, going back to the"},{"speaker":"Simon","startTime":702.84,"endTime":705.64,"body":"story earlier, if your visitors"},{"speaker":"Simon","startTime":705.64,"endTime":709.67,"body":"are at the R2 D2 phase,"},{"speaker":"Simon","startTime":705.64,"endTime":709.67,"body":"your secondary CTA needs to"},{"speaker":"Simon","startTime":709.67,"endTime":711.1,"body":"introduce them to Obi Wan."},{"speaker":"Simon","startTime":711.42,"endTime":714.79,"body":"If they already know him,"},{"speaker":"Simon","startTime":711.42,"endTime":714.79,"body":"then your secondary CTA needs"},{"speaker":"Simon","startTime":714.79,"endTime":716.229,"body":"to introduce them to Yoda."},{"speaker":"Simon","startTime":716.42,"endTime":719.079,"body":"Yeah, so it's your job as"},{"speaker":"Simon","startTime":716.42,"endTime":719.079,"body":"the web designer to plan that"},{"speaker":"Simon","startTime":719.079,"endTime":722.14,"body":"journey and to lead people"},{"speaker":"Simon","startTime":719.079,"endTime":722.14,"body":"through it, step by step."},{"speaker":"Simon","startTime":722.37,"endTime":723.23,"body":"You get the idea?"},{"speaker":"Daniel","startTime":723.52,"endTime":724.36,"body":"I certainly do."},{"speaker":"Daniel","startTime":724.56,"endTime":725.319,"body":"I must say."},{"speaker":"Daniel","startTime":725.56,"endTime":727.93,"body":"I've really enjoyed our little"},{"speaker":"Daniel","startTime":725.56,"endTime":727.93,"body":"conversation this morning."},{"speaker":"Daniel","startTime":728.02,"endTime":729.71,"body":"Thanks for that"},{"speaker":"Daniel","startTime":728.02,"endTime":729.71,"body":"nostalgic look back."},{"speaker":"Daniel","startTime":729.77,"endTime":731.09,"body":"May the force be with you."},{"speaker":"Simon","startTime":731.22,"endTime":733.06,"body":"And with you"},{"speaker":"Simon","startTime":731.22,"endTime":733.06,"body":"too, my young padawan."},{"speaker":"Simon","startTime":743.239,"endTime":744.42,"body":"That was a fun conversation."},{"speaker":"Simon","startTime":744.43,"endTime":746.25,"body":"You'd never guess that"},{"speaker":"Simon","startTime":744.43,"endTime":746.25,"body":"Star Wars wasn't my"},{"speaker":"Simon","startTime":746.25,"endTime":747.469,"body":"favorite films, would you?"},{"speaker":"Simon","startTime":747.89,"endTime":750.479,"body":"The main take out, I think,"},{"speaker":"Simon","startTime":747.89,"endTime":750.479,"body":"from our conversation today"},{"speaker":"Simon","startTime":750.639,"endTime":752.819,"body":"is that your website's"},{"speaker":"Simon","startTime":750.639,"endTime":752.819,"body":"just like a story."},{"speaker":"Simon","startTime":752.95,"endTime":755.37,"body":"It's got a main thread with"},{"speaker":"Simon","startTime":752.95,"endTime":755.37,"body":"a set of subplots that your"},{"speaker":"Simon","startTime":755.37,"endTime":757.05,"body":"visitors are journeying through."},{"speaker":"Simon","startTime":757.735,"endTime":760.485,"body":"If you were around in the"},{"speaker":"Simon","startTime":757.735,"endTime":760.485,"body":"eighties like me, then you"},{"speaker":"Simon","startTime":760.485,"endTime":762.655,"body":"can just think of that like"},{"speaker":"Simon","startTime":760.485,"endTime":762.655,"body":"one of the choose your own"},{"speaker":"Simon","startTime":762.655,"endTime":765.045,"body":"adventure books that we all"},{"speaker":"Simon","startTime":762.655,"endTime":765.045,"body":"had at that point in time."},{"speaker":"Simon","startTime":765.485,"endTime":768.024,"body":"The overall story is that"},{"speaker":"Simon","startTime":765.485,"endTime":768.024,"body":"of your company and how"},{"speaker":"Simon","startTime":768.025,"endTime":768.995,"body":"it helps your visitors."},{"speaker":"Simon","startTime":769.365,"endTime":771.415,"body":"And then your products"},{"speaker":"Simon","startTime":769.365,"endTime":771.415,"body":"and services are like the"},{"speaker":"Simon","startTime":771.415,"endTime":774.125,"body":"subplots, you know, to help"},{"speaker":"Simon","startTime":771.415,"endTime":774.125,"body":"them to overcome individual"},{"speaker":"Simon","startTime":774.135,"endTime":775.424,"body":"hurdles on that journey."},{"speaker":"Simon","startTime":775.684,"endTime":777.615,"body":"Maybe we should take a few"},{"speaker":"Simon","startTime":775.684,"endTime":777.615,"body":"minutes and look at how we"},{"speaker":"Simon","startTime":777.615,"endTime":779.285,"body":"do this in practical terms."},{"speaker":"Simon","startTime":779.545,"endTime":782.055,"body":"If you're not familiar with"},{"speaker":"Simon","startTime":779.545,"endTime":782.055,"body":"our storytelling process, then"},{"speaker":"Simon","startTime":782.055,"endTime":784.125,"body":"the first thing I'm going to"},{"speaker":"Simon","startTime":782.055,"endTime":784.125,"body":"recommend that you do is to"},{"speaker":"Simon","startTime":784.125,"endTime":787.135,"body":"jump back to series one, in"},{"speaker":"Simon","startTime":784.125,"endTime":787.135,"body":"fact, literally just episode"},{"speaker":"Simon","startTime":787.135,"endTime":791.155,"body":"number one, and in those first"},{"speaker":"Simon","startTime":787.135,"endTime":791.155,"body":"few episodes, what I do is walk"},{"speaker":"Simon","startTime":791.165,"endTime":794.255,"body":"you through the storytelling"},{"speaker":"Simon","startTime":791.165,"endTime":794.255,"body":"process and how to create"},{"speaker":"Simon","startTime":794.265,"endTime":795.864,"body":"your own business story."},{"speaker":"Simon","startTime":796.104,"endTime":798.974,"body":"Once you've done that and you've"},{"speaker":"Simon","startTime":796.104,"endTime":798.974,"body":"got your story, the next thing"},{"speaker":"Simon","startTime":798.974,"endTime":802.284,"body":"is to think about how that story"},{"speaker":"Simon","startTime":798.974,"endTime":802.284,"body":"maps into the customer's journey"},{"speaker":"Simon","startTime":802.684,"endTime":805.784,"body":"and what the content is that"},{"speaker":"Simon","startTime":802.684,"endTime":805.784,"body":"you have for each stage of that."},{"speaker":"Simon","startTime":806.045,"endTime":807.464,"body":"So let's take a look at that."},{"speaker":"Simon","startTime":807.654,"endTime":809.644,"body":"Blogs are great for"},{"speaker":"Simon","startTime":807.654,"endTime":809.644,"body":"the opening scene."},{"speaker":"Simon","startTime":809.685,"endTime":811.244,"body":"You know, blogs are the"},{"speaker":"Simon","startTime":809.685,"endTime":811.244,"body":"thing that's going to"},{"speaker":"Simon","startTime":811.244,"endTime":812.704,"body":"keep your narrative going."},{"speaker":"Simon","startTime":812.954,"endTime":815.404,"body":"So you need to use them to"},{"speaker":"Simon","startTime":812.954,"endTime":815.404,"body":"talk about the problem that"},{"speaker":"Simon","startTime":815.425,"endTime":818.785,"body":"you've got, the problem that"},{"speaker":"Simon","startTime":815.425,"endTime":818.785,"body":"your customer is facing, and"},{"speaker":"Simon","startTime":818.795,"endTime":820.674,"body":"how that makes your hero feel."},{"speaker":"Simon","startTime":820.975,"endTime":823.405,"body":"And then of course,"},{"speaker":"Simon","startTime":820.975,"endTime":823.405,"body":"most importantly, how"},{"speaker":"Simon","startTime":823.405,"endTime":824.685,"body":"you provide a solution."},{"speaker":"Simon","startTime":824.685,"endTime":826.075,"body":"You know, what is"},{"speaker":"Simon","startTime":824.685,"endTime":826.075,"body":"the solution to that?"},{"speaker":"Simon","startTime":826.075,"endTime":828.045,"body":"Blogs are a great"},{"speaker":"Simon","startTime":826.075,"endTime":828.045,"body":"place to help people."},{"speaker":"Simon","startTime":828.39,"endTime":831.17,"body":"Guides, checklists,"},{"speaker":"Simon","startTime":828.39,"endTime":831.17,"body":"templates and demos."},{"speaker":"Simon","startTime":831.25,"endTime":833.5,"body":"They're something else that"},{"speaker":"Simon","startTime":831.25,"endTime":833.5,"body":"you can use and they're great"},{"speaker":"Simon","startTime":833.5,"endTime":834.949,"body":"once the store is running."},{"speaker":"Simon","startTime":835.53,"endTime":838.459,"body":"So these sort of assets"},{"speaker":"Simon","startTime":835.53,"endTime":838.459,"body":"and these sorts of bits of"},{"speaker":"Simon","startTime":838.459,"endTime":842.489,"body":"content provide great sort"},{"speaker":"Simon","startTime":838.459,"endTime":842.489,"body":"of small teasers of what"},{"speaker":"Simon","startTime":842.49,"endTime":844.989,"body":"the hero's transformation"},{"speaker":"Simon","startTime":842.49,"endTime":844.989,"body":"is going to look like."},{"speaker":"Simon","startTime":845.68,"endTime":848.379,"body":"And they can be used as"},{"speaker":"Simon","startTime":845.68,"endTime":848.379,"body":"calls to action to further"},{"speaker":"Simon","startTime":848.38,"endTime":849.43,"body":"them into the journey."},{"speaker":"Simon","startTime":849.73,"endTime":851.579,"body":"Then finally, I'd recommend"},{"speaker":"Simon","startTime":849.73,"endTime":851.579,"body":"looking at something like"},{"speaker":"Simon","startTime":851.589,"endTime":854.579,"body":"use cases, uh, or you've"},{"speaker":"Simon","startTime":851.589,"endTime":854.579,"body":"got resource centers and"},{"speaker":"Simon","startTime":854.589,"endTime":855.939,"body":"interactive assessments."},{"speaker":"Simon","startTime":856.25,"endTime":858.449,"body":"You know, these are great"},{"speaker":"Simon","startTime":856.25,"endTime":858.449,"body":"things to complete the story."},{"speaker":"Simon","startTime":858.449,"endTime":862.31,"body":"They really help your hero"},{"speaker":"Simon","startTime":858.449,"endTime":862.31,"body":"to cross the finishing line"},{"speaker":"Simon","startTime":862.31,"endTime":863.939,"body":"and take that transformation."},{"speaker":"Simon","startTime":864.169,"endTime":867.05,"body":"So if you're having problems"},{"speaker":"Simon","startTime":864.169,"endTime":867.05,"body":"writing your website content,"},{"speaker":"Simon","startTime":867.21,"endTime":869.67,"body":"uh, then you can hire an"},{"speaker":"Simon","startTime":867.21,"endTime":869.67,"body":"authentic engagement coach."},{"speaker":"Simon","startTime":870.44,"endTime":871.36,"body":"Just go to Demodia."},{"speaker":"Simon","startTime":871.57,"endTime":874.16,"body":"com to hire a coach that"},{"speaker":"Simon","startTime":871.57,"endTime":874.16,"body":"will show you how to increase"},{"speaker":"Simon","startTime":874.16,"endTime":877.03,"body":"the effectiveness of your"},{"speaker":"Simon","startTime":874.16,"endTime":877.03,"body":"website and give you an easier"},{"speaker":"Simon","startTime":877.03,"endTime":878.53,"body":"way to grow your business."},{"speaker":"Simon","startTime":878.765,"endTime":881.805,"body":"So now in the podcast it's"},{"speaker":"Simon","startTime":878.765,"endTime":881.805,"body":"your turn to take over."},{"speaker":"Simon","startTime":882.495,"endTime":885.135,"body":"Time to get started with some"},{"speaker":"Simon","startTime":882.495,"endTime":885.135,"body":"actions that will help you"},{"speaker":"Simon","startTime":885.135,"endTime":888.145,"body":"improve the understandability"},{"speaker":"Simon","startTime":885.135,"endTime":888.145,"body":"of your website."},{"speaker":"Simon","startTime":888.384,"endTime":891.745,"body":"Today we've been looking at"},{"speaker":"Simon","startTime":888.384,"endTime":891.745,"body":"content and we've been looking"},{"speaker":"Simon","startTime":891.745,"endTime":894.475,"body":"at how to use it to guide"},{"speaker":"Simon","startTime":891.745,"endTime":894.475,"body":"visitors through a journey."},{"speaker":"Simon","startTime":894.689,"endTime":898.199,"body":"What I want you today is to"},{"speaker":"Simon","startTime":894.689,"endTime":898.199,"body":"create a content inventory"},{"speaker":"Simon","startTime":898.26,"endTime":899.97,"body":"for your marketing materials."},{"speaker":"Simon","startTime":900.619,"endTime":902.739,"body":"So I provide you with a"},{"speaker":"Simon","startTime":900.619,"endTime":902.739,"body":"template for doing this."},{"speaker":"Simon","startTime":902.739,"endTime":905.3,"body":"You can find a link to"},{"speaker":"Simon","startTime":902.739,"endTime":905.3,"body":"that in the show notes."},{"speaker":"Simon","startTime":905.54,"endTime":909.06,"body":"So to get things started, I"},{"speaker":"Simon","startTime":905.54,"endTime":909.06,"body":"want you to write down the buyer"},{"speaker":"Simon","startTime":909.06,"endTime":910.689,"body":"journey stages in one column."},{"speaker":"Simon","startTime":910.699,"endTime":913.029,"body":"In fact, my template already"},{"speaker":"Simon","startTime":910.699,"endTime":913.029,"body":"includes that in there."},{"speaker":"Simon","startTime":913.42,"endTime":917.185,"body":"Then, In another column, I want"},{"speaker":"Simon","startTime":913.42,"endTime":917.185,"body":"you to list all the content"},{"speaker":"Simon","startTime":917.185,"endTime":920.814,"body":"and assets that you've got for"},{"speaker":"Simon","startTime":917.185,"endTime":920.814,"body":"each section of your 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