Bottom of Funnel Marketing: The Power of Diverse SEO Content

0:00Christine McLean LewisEverything that you're doing in the content marketing space is about helping your customers and providing the best experience for your customers. So with content diversity and creating all of these multiple content assets, it's helping you to appeal to the needs of your customers and really help them to digest the content in the best possible way for them.

0:21Crystal WaddellWelcome to the third season of the Simple and Smart SEO Show, the podcast dedicated to empathy driven brand building SEO. I'm your host, Crystal Waddell. I leverage my obsession with user experience to help business owners just like you optimize your website with confidence. Thank you so much for being here.

0:38Let's jump into another great episode of the simple and smart SEO show podcast.

0:46I am here with a new friend that I have found on LinkedIn, and that is Christine McLean Lewis.

0:53She is going to talk to us today about how content and expertise work together.

0:58So Christine, welcome to this show. Thank you so much for being here.

1:02Christine McLean LewisThank you so much for having me, Crystal. I'm so excited. I love talking about content. So anybody who wants to invite me to speak about content, I'm always excited about it. So looking forward to the conversation.

1:12Crystal WaddellAwesome.

1:13So our paths crossed right before The Brighton SEO conference in San Diego. Did you like the conference?

1:20Christine McLean LewisSo this year I gave myself a challenge.

1:23I wanted to attend an industry conference just to, have the experience of meeting people.

1:28And, getting more knowledge and I decided that when I saw that Brighton was having their event in the U. S. for the first time, I was like, yes!

1:35I can leave Jamaica and go to that conference in San Diego. So I went and to be honest, I think I was expecting that, I would meet a lot of people.

1:45And just gel with a lot of people. And get a lot of, Great information.

1:49And for the most part, I would say that was accomplished like 98 percent of the way I did meet some great people.

1:57And a lot of the talks were very insightful, very, and the thoughts also reinforced a lot of what I already know about SEO.

2:06And how I already feel about content.

2:08About creating that customer first content. So I really enjoyed, Those aspects of the conference.

2:15Just meeting people and, getting all of that knowledge into my brain.

2:19Yeah.

2:19Crystal WaddellI agree with you on that reinforcement.

2:21My journey with SEO started because of my e commerce store. And so it's not necessarily self taught myself.

2:28Because I was watching resources that were created by other people.

2:32But I had to seek out that information and then assimilate it and make it work for me. And then share it with other people.

2:38So there's always this little piece of me that was like, did I get that right? So I loved at the conference.

2:44When, I'm hearing these people talk. It was just such a great feeling to go and say, Oh my gosh, I'm doing the right thing.

2:50And I left with so much more confidence.

2:52That was the thing that I really took away.

2:53Now, speaking of your story, how did you get into SEO?

2:57Christine McLean LewisIt's an interesting backstory. So you mentioned earlier that you were a teacher.

3:02I was a teacher as well. But, I taught high school math.

3:05And in 2013 this was one year after I started working, I just realized that the teaching salary wasn't going to cut it.

3:14I needed to earn some more money.

3:16So I started looking for ways to earn money online.

3:20And I came across Upwork, and I started to do content writing on Upwork, and from there, I started to develop my knowledge and confidence in SEO.

3:29Because I used to write a lot of articles for businesses.

3:32And then I decided that there was so much more to content writing, or content overall, than just the writing aspect.

3:40There's this whole world of content marketing, where you can do so much more.

3:44And you can actually help brands. Get value from the content that they create. So I transitioned into content marketing as a whole.

3:53And in 2020, that's when I really started to dive deeper into content strategy.

3:59Into helping brands create multiple content assets that will transform their customers into loyal fans.

4:06So my journey started in 2013 with content writing.

4:09And then it evolved over the years.

4:11Into what I do now.

4:12Crystal WaddellI love that you said content assets. Can you give us an example of what content assets are?

4:19Christine McLean LewisSure, of course. All of us use the internet to search for solutions to the problems that we have.

4:26And when we search for those solutions, there are different ways we go about it.

4:30Some of us will go on Google and type in a search query.

4:35And it will give us some articles that we'd want to read.

4:38Or it might show us a few videos from YouTube that answer the question about a particular topic.

4:43Those are content assets. Those YouTube videos are content assets as well. There are some brands that may produce things called white papers that illustrate how their solution solves a particular problem.

4:55Those white papers are content assets too. Case studies are content assets.

5:00They are very important content assets in the B2B space, particularly.

5:04Because they give proof that what the brand is doing actually works for someone.

5:09So case studies are content assets.

5:11Even when you go on social media and you start looking for stuff. So when you go on Reddit and you see people responding to questions and sharing content that way.

5:20That can be looked at as a content asset, too.

5:22On TikTok when people are creating these videos these short form videos.

5:26Those are content assets, too.

5:28There are so many ways to look at content assets.

5:31This podcast that you're doing, Crystal is a content asset as well.

5:35Any type of content that you create to solve a specific problem or to answer particular questions for your customers. Those are content assets.

5:42Many different types.

5:43Videos, audio material, video material. Anything within those realms.

5:48Crystal WaddellOkay, so I have two follow up questions. And I'll ask this one first.

5:51One of the big takeaways that I had from Brighton was about the idea of PR and link building.

5:58Like public relations and link building.

6:00And then through my little journey of that, I dug down and found a term called linkable assets.

6:07And so I wondered, do you have any thoughts around creating linkable assets?

6:12And where the best place is for A linkable asset?

6:16Christine McLean LewisThat's an interesting question.

6:17Because when you say a linkable assets.

6:20What you're really seeing is that the asset that you have created is something that is so valuable, so filled with rich knowledge and insights that somebody would actually want to link to it.

6:32And that type of content is not the easiest type of content to create.

6:36so when you speak about linkable assets, what you're trying to do is basically combine your expertise and knowledge with what your target audience is looking for.

6:48And presenting that in a way that actually resonates with them.

6:52That's how I would describe a linkable asset. And when you create those type of assets, as you said, with PR outreach.

6:58It's about trying to identify the brands that align with your message.

7:04And reaching out to those brand owners, those marketers, those journalists.

7:10You can get that your content to be included in their own, to create those links. Yeah.

7:15Crystal WaddellAs you're talking and my mind starts racing. And I'm like, okay, how can I apply this to my business?

7:20And, I talked about this with another guy.

7:22about how one of the content pieces that I want to create for my website, collage and wood, where I make senior night gifts.

7:28Is to do a big piece on, What they called name, image, and likeness.

7:32It's called NIL in sports in the United States.

7:35And so as you're talking, I was like, you know what? I should do one where the top five nIL athletes. For the girls. And then for the boys. And then I can update that.

7:45That would be a perfect article to update every year.

7:47Because it's like, okay, this year we've got 23, 24.

7:50Next year, we're going to have 24, 25.

7:51And then I can compare them. And then I'll actually start having statistics that would be worth linking to.

7:56Christine McLean LewisYeah, definitely. Definitely. Definitely.

7:59And I love that you mentioned statistics that are worth linking to.

8:01Because one of the greatest linkable assets is original research.

8:07Like research reports. And the things that you do to get data that people actually can use to make decisions.

8:15So that's another important linkable asset too.

8:18Crystal WaddellAnother thing I want to ask you is something I just read about yesterday.

8:20So sorry to throw you this curveball!

8:22But I saw that there was an announcement that Google was going to stop indexing video, when video wasn't the prominent thing on the page.

8:31So let's say you blog and you've embedded video. In that now, if the video is just, sometimes you get that error, that's like view outside of the, or something outside of the viewport or something like that. And Google search, if it falls into a situation like that, and it's not like the content of the page, it's not the focus content of the page.

8:50And so I just wondered if you had any thoughts on that, and how you thought that might impact search.

8:55Christine McLean LewisThat's an interesting development.

8:58And it's it can be a concerning development because then that means that when you're trying to For instance get more visibility for a video podcast that you've embedded into an article.

9:09It means that google won't pick up that video.

9:11So I would suggest is that We be more deliberate about including video content in our assets.

9:19So for instance, a long form video that you've created like repurposing it into shorts So that you can embed those shorts into your content at specific areas.

9:29To be deliberate that way and I guess in a sense, Google is also trying to ensure that the videos we include in our content are actually easy to digest for the reader.

9:40Not something that's long and winded and something that you know, people don't really want to engage with in that particular piece.

9:47So I think it's forcing us So be more creative with the video assets that we create and how we use them in our written content to be more deliberate about that

9:58Crystal WaddellOh, that's a great idea So i'm as you said that i'm just saying one client that I work with part of each one of her blog articles is her youtube video embedded.

10:07And then we add the transcript but what i'm hearing you say is you know, Because we know the chapters and the topic of the content we could really Separate that out and make it more specific to that thing and also shorter.

10:22So it's easier to digest and all those things. So that's a great idea. Thank you for that.

10:26Christine McLean LewisOf course, that I need to do too, because I'm guilty of just embedding the video into the article and calling it a day.

10:34But to be more deliberate about making useful content for people you want.

10:38Things to be easily digestible. Easy to follow, easy to engage with.

10:42So it does make sense that repurposing the content in that way.

10:46Would create better indexing opportunities.

10:49Crystal WaddellEssentially going back to our old content and saying, why is this helpful?

10:53And I guess that's what I'm thinking.

10:54It's that's the question we have to ask.

10:55Go back and as you're optimizing your old content.

10:58Like how can I make this better for the reader? How can I make it more digestible for whoever's watching it?

11:04Just really going back with the mindset of optimizing it for that person on the other side of the screen. it's going to be both a challenge and an opportunity, to do that, but just having the right lens to look at the best way to optimize it. I think you just gave us, a few gems right there.

11:21So. Thank you.

11:23You're welcome. You're welcome. Okay.

11:25Talk a little bit about examples of like content diversity and when to use them.

11:30Is there anything else you would add in terms of like how that helps satisfy helpful

11:34content?

11:35Christine McLean Lewiswith content diversity, what you're doing is, I would say it's twofold.

11:43One, you're helping your audience to get the content that they need in different ways, in the ways that please them, in the ways that, that they want to engage with content.

11:53And two, it helps you to reach people who have accessibility issues.

11:59So like people who can't really read the content that you have on the screen.

12:03Although they can use screen readers and things like that, maybe it would be better for them to listen to a podcast episode.

12:08Or to watch a video with the subtitles on it.

12:11Everything that you're doing in the content marketing space is about helping your customers.

12:16And providing the best experience for your customers.

12:19So with content diversity and creating all of these multiple content assets, it's helping you to appeal to the needs of your customers.

12:27And really help them to digest the content in the best possible way for them.

12:33And it's also helping you to create multiple touch points, on your buyer's journey.

12:37Especially in regards to b2b content.

12:40You need those multiple touch points.

12:42So, somebody who watches a youtube video, for example.

12:46That person isn't necessarily going to become a customer automatically.

12:49But they may watch a youtube video.

12:51And then later down they watch up they read a blog post Then they listen to a podcast episode.

12:56And they go down the funnel that way So, it's about creating those multiple touch points.

13:01Creating assets that meet the diverse needs of your audience. Whether they have accessibility issues or they just like to consume content in multiple ways.

13:10Crystal WaddellAwesome.

13:11So where does social proof fit into all of this? Like, how do you gather it?

13:16And then where do you put it once you have it?

13:19Christine McLean LewisAlright, so social proof can be acquired in multiple ways.

13:24In the B2B space, it's usually through a lot of testimonials.

13:28And case studies are very big in the B2B space.

13:31But I'd also add that we can create, or encourage our customers to create, user generated content, too.

13:38So the user generated content actually displays a customer using the product.

13:45Or using the service.

13:47That applies to helping them solve a particular problem within their business, right?

13:52So helping customers create that type of content is also a good way to have social proof.

13:59A good example of this is it's usually done in the b2c space.

14:03But when you look at,a company that produces recipes, for instance.

14:08And you have these cooks or these chefs who use these recipes.

14:13And showcase the product at the same time.

14:15That type of content, like thinking along those lines, in the B2B space.

14:20Can help you to show how your product can actually be used to solve a problem.

14:26Crystal WaddellI think we can unpack this just a little bit more But my first question was do you have any strategies or tactics for getting that user generated content?

14:34Christine McLean LewisAll right.

14:34So. In my experience, it's very hard to get b2b customers in particular to even do a case study.

14:42It's very hard.

14:43But my biggest suggestion is to work with the customer experience team.

14:49Because they're the main point of contact with the customer.

14:52So you work with the customer success team.

14:54Explain what it is you're trying to achieve.

14:56And Help them to create that connection with the customer.

15:00That would make them want to be a part of this user generated content initiative.

15:06And also you can offer the customer maybe like a 10 discount or some type of incentive for participating in this Particular initiative.

15:15That's another thing that you can do to sweeten the deal as well.

15:18But it can be really difficult to get them to participate in all honesty.

15:23But working through the CX team and giving those Incentives.

15:27Can be a good place to start. And when you work with the CX team too.

15:32It shouldn't be a one sided thing. Where you're just pulling from them.

15:36It should be open to helping the CX team with what they need as well. I just wanted to throw that out there.

15:42Crystal WaddellHow do you make that more personal on the backside?

15:45Because I know a lot of companies will use third party service providers. Maybe even doing surveys.

15:51But sometimes, as a customer, I receive a survey invite.

15:56And I'm not sure how this person or this company received my information in the first place.

16:01I'm very hesitant to even click on that email because I don't know if it's spam.

16:05So it seems like there could be some improvements in that process.

16:09Christine McLean LewisAnd I agree with you.

16:10I understand where the companies are coming from with using these third party sites to do the work.

16:16Because it's a lot of work.

16:17And these third party sites often, I don't know how they get the database, but they have the database of people that they can Reach out to get the survey responses.

16:26But What I would suggest to b2b teams is to find a way internally.

16:33To see if you can get that data yourself. So probably hire a data scientist.

16:38Or freelance data scientist.

16:40Or a full time data scientist if you can afford it.

16:43And work with that person to create the surveys and push them out to your existing customers.

16:50Or collaborate with one of these companies. to create a transparent process for your target audience for whatever you're doing.

17:00Crystal WaddellYeah, and it sounds too like that would be a perfect opportunity to create a linkable asset, because you've got statistics coming in.

17:06Exactly. Okay.

17:07So I, again, my background in SEO, I've come in at multiple places, come in, from the content side based on what I learned at SEMrush.

17:15And then, I came in on the. LLM large language model side based on what I learned in Jasper and with Surfer.

17:22One thing I never quite understood and I think maybe it'd be good to differentiate is the difference between a content writer and a content marketer.

17:32Is there a difference? And could you break that down for us?

17:35Christine McLean LewisSure.

17:35There is a big difference between the two.

17:38So a content writer, as the name suggests, is a person who writes content.

17:44So that person will write blog posts.

17:46That person will write your white papers, your case studies.

17:49Any of those text heavy content assets that you need to create.

17:54That's what the content writer would do.

17:56But a content marketer does more than just writing.

17:59A content marketer sees the big picture.

18:02And is able to develop a content strategy that includes all of the assets that would be relevant to your brand. We spoke about content assets earlier.

18:11So, whether you're creating blog posts or videos. Or podcast episodes or short form video content.

18:19Whatever it is, that content marketer will Align the content strategy to your goals.

18:24And create the content assets that are relevant for that strategy.

18:29So that's what a content marketer does.

18:31Crystal WaddellOkay.

18:31And, as I've learned more from different types of marketers, I've realized that there is a slight disconnect in what people expect from the companies that they hire.

18:42And then the experience.

18:44For instance, let's just say video marketing.

18:46It's like that company is going to have to probably be involved in creating some of that content.

18:52And a lot of business owners that I've spoken with, it seems like they have this expectation that, okay, if I hire someone to create x, Y, Z content.

19:01That I'm handing it off to them and they're going to take care of it. You know what I mean? Have you experienced that?

19:05Or do you have any insight on that phenomenon?

19:08Christine McLean LewisSo it's a common experience.

19:10And it's not an unrealistic expectation.

19:13Because you feel like if you hire somebody to do a particular thing, then you just hired a person to do that thing. So they should just do it.

19:19But especially in the content space where expertise is so crucial, it can't be a case where you just hand off your content to an agency.

19:30Or to someone to create everything for you because your expertise and your team's expertise is so crucial to making that content actually work. So content. Strategy development, content creation and content analysis that has to be a collaborative effort.

19:47And it's so important, even if you're a small business owner, to be involved in the process.

19:54To work with your content marketer to create the content.

19:58So that you can ensure that The expertise and the knowledge that you have is being translated into that content in the way that it should be.

20:07Crystal WaddellAwesome.

20:08So can you take us a little bit deeper into your content marketing process?

20:12And give us, just a little bit of a sneak peek into how you pull all these pieces together?

20:17Christine McLean LewisYeah, man, of course.

20:18So my content marketing process is what I like to call a customer first content marketing process.

20:25And what this means is that I start by doing customer research.

20:29And customer research can be done in multiple ways. I use customer interviews. I listen to sales calls. I attend sales calls.

20:38I read reviews and put all of that information together to identify common themes amongst the brand's customers.

20:46And then those common themes or common problems, if you want to call it that.

20:52Help me to identify what content matters to that brand's audience.

20:57Cause it's not about the problems that matter to everybody else in the industry or in the space.

21:02But it's what problems matter to your customers? And what solutions are they looking for?

21:08So once I've done that research, I then link that to keyword analysis. So these are the problems that these customers face. Yes.

21:17But what are the common search terms related to those problems and to those topics?

21:22Then I will use that information to identify what content should be created to address those problems.

21:30And also how that content aligns with business goals.

21:34What about the business goals are for the next 6 to 12 months?

21:37So. With identifying all of that and putting the pieces together.

21:42I've realized through my experience that it's so important to not only create The content for the unaware. And the problem aware type of people.

21:51Who are at the top of the funnel.

21:53But to start by creating the content for those high intent customers.

21:58Those people who are in the market to buy. Ready to buy, and want to find a solution.

22:04So. I start with what we would call the bottom of the funnel. And the middle of the funnel content.

22:09I don't like calling it that because the customer journey isn't really a funnel.

22:13But yeah. For ease of reference.

22:15So the bottom of the funnel, the middle of the funnel. I started with those content pieces as best as possible.

22:21So the case studies. Super important.

22:23Start with a case study. Start with any product led content as best as I possibly can.

22:27So, once I've identified the bottom of the funnel and middle of the funnel content to create and I've created that.

22:33I start working on top of funnel. I start to also look at How this content is working.

22:39Over the first three months of working with a client.

22:42How is this content working? Is it actually producing anything?

22:46Is it helping the sales team reach their goals? Am I creating enough content that supports the sales team?

22:52what do I need to adjust?

22:53What needs to change so that the content can actually yield the results that we're looking for?

22:59And that's basically the gist of the process. But the big part of it is doing that customer research and then creating those high intent content pieces to, to make a difference.

23:13For the organization.

23:15Crystal WaddellSo how long after implementation do you do the reflection piece?

23:19Christine McLean LewisThree, three months after?

23:21I know that three months isn't a really long time, especially if it's a new brand.

23:25Because three months, SEO especially.

23:28Although everything isn't related to SEO.

23:30But SEO in particular, can take longer than three months for you to see results.

23:35But I use the three month mark because it's important to see how people are responding to your content.

23:43Especially if you're repurposing the content on social media.

23:47that can be a good indication of how people are responding to the content.

23:51And if you're sharing content with your sales team for them to use, are they able to use it? And what outcomes are they able to get from it?

24:00So it's important to start that analysis at the three month mark and make your adjustment.

24:04Crystal WaddellI'm curious, how is this presented back to the brand then? Is it like a handoff for them to implement or do you stay on in a consulting role?

24:13Where would you fit in that handoff?

24:16Christine McLean LewisI like to stay with brands for at least 18 months.

24:19So, even at that three month mark, when I do my analysis and I present my findings.

24:24It's not a case where I'm just handing it over to them and saying, okay, these are my recommendations. You guys do it now and move on.

24:30I actually stay with them.

24:31And continue to tweak and adjust as needed over the next twelve months.

24:37So yeah, that's how I work.

24:40For you to really see the impact of content, you need that time.

24:44And at least 18 months is a good stretch of time. To start seeing the impact of content.

24:51Crystal WaddellAwesome.

24:51And then you mentioned that the customer journey doesn't fit that stereotypical funnel. So can you give us a visual of how you see the customer journey?

25:02Christine McLean LewisSo Ashley Foss, I don't know if you've heard of her.

25:06She's from Atlassian. She describes it very well.

25:10She calls it a content playground.

25:12I don't know if you've ever seen children at a playground.

25:14The children aren't all going to go to this to like the slide. And then they go to the monkey bars.

25:21And then they go to the... no, they don't follow a particular process.

25:24They just go to whichever one tickles their fancy.

25:27Some of them might climb up the slide instead of sliding down.

25:30They just do whatever they want to do in the playground.

25:32It's a similar concept with content. People don't follow the path that you intend for your content.

25:39They experience different content pieces at different times.

25:43That's why you have multiple touch points.

25:45And it may take one person, six different touch points. To reach a purchase decision.

25:51For others, it may take 10 touch points, 12 touch points.

25:54But they don't go from a YouTube video to a blog post to purchase those type of things.

26:01No,they go all around and experience content in so many different ways before they actually make a decision. yeah,

26:07Crystal WaddellI love that. Content playground. That is the perfect analogy.

26:12Inside of Shopify, they do a good job of being able to say where the person came from. As long as they can track it, they'll usually give last click attribution.

26:20To however the person purchased.

26:23And this has happened more than once, but let's just call this persona like the same person.

26:27They'll come through and it will take them 21 days or more.

26:32And multiple visits before they purchase.

26:35And so there's some people who come in and it's one day.

26:38They found me on Google. Click buy boom, we're done.

26:41And then it always cracks me up when I get that person that's like, triple checking.

26:46Triple checking, you know, yep.

26:49I just, I think that's so funny because the customer journeys are so different.

26:53Christine McLean LewisYeah, it's very different.

26:55I like that analogy of the B2C space because as you said, so there are some people who will click and they will buy right away.

27:02But then there's some who will take 21 different touch points to reach where they want to go.

27:07So yeah, it's Yeah, it's something.

27:09Crystal WaddellYeah.

27:10And one of those people I spoke to a couple of years ago. And she lived in Australia.

27:15And she found me on Pinterest. Then she found my website, but then she messaged me on Facebook.

27:21Which I hardly ever message with people on Facebook. But it was a crazy thing.

27:25you talk about a playground. We were bouncing from, you know-

27:28Christine McLean Lewisall different platforms.

27:30Crystal WaddellShe even said, she's like, do you want me to buy at the slide?

27:32Or do you want me to buy over here at the swings?

27:34And so I was like, I don't care. Just, make your purchase. Ideally my website.

27:38But yeah, it is funny how those interactions, if you make them available, Some people will really utilize all of them.

27:45Christine McLean LewisThat is so true.

27:46Crystal WaddellI will never drive by and see it like the same again.

27:49That's for sure.

27:50Okay. I guess the final question for our friends on the other side of the headphones here.

27:56Primarily solopreneurs or small business owners.

28:00Even startups or e commerce sellers are listening right now.

28:04What do you think is the number one? Most impactful thing that they could do for their business? As it relates to their website? Or content development.

28:17If you had to pick one that was going to be like your best tip or do this, what would you say?

28:24Christine McLean LewisDon't follow the crowd. Stick to your expertise. And showcase that expertise.

28:30That's what I would say. Don't follow the crowd.

28:32Crystal WaddellI have to follow up with that. Why do you say don't follow the crowd?

28:35Christine McLean LewisContent online is It's like you're swimming in a sea of sameness. everybody is saying the same thing. They're just rewriting it in different ways or repurposing it in different ways.

28:47But when you create content that showcases your brand as an expert. As an authority.

28:52That gives real life examples. Real life experiences that, helps people to really connect with what your brand stands for. That's what helps you stand out. And that's what helps you attract your ideal customer.

29:05Crystal WaddellWow. That is fantastic. Okay. So if, your client is listening right now, can you help them identify themselves?

29:11Like the best fit for working with you? And then share how they can get in contact with you?

29:16Christine McLean LewisSure. I work with B2B software as a service companies and marketing companies.

29:23To help them create fans and turn them into loyal customers.

29:26And, I do this through content marketing, as I mentioned earlier.

29:29So you can reach me on my website, cemwritingservices.com.

29:35Or you can reach me on LinkedIn. I'm very active on LinkedIn, Christine McLean Lewis.

29:40Or you can send me an email at christine at. C E M writing services. com.

29:46Crystal WaddellAwesome.

29:47Christine, thank you so much for being here. This was a treat. This was a treat.

29:52Christine McLean LewisIt was great seeing you and meeting you.

29:54Crystal WaddellYou think you'll go back to Brighton next year?

29:56Christine McLean LewisI will be there.

29:57I will be there.

29:58Crystal WaddellOkay. I already bought my ticket too. So we will definitely get together this time.

30:02Christine McLean LewisAwesome. Awesome.

30:04Looking forward to it.

30:05Crystal WaddellAll right. We'll see you next time, guys. Have a great day.

30:08Christine McLean LewisHave a great day guys. Bye.