Choreographing Your Content with Chloe DiVita

#25: Chloe DiVita, known as The Speech Choreographer, shares how you can choreograph your content to drive your audience to action.

Chloe also shares her journey of starting out as an accountant who got bored with accounting, then transitioning to help lead a successful influencer marketing agency in the pet niche, and now to helping speakers and businesses share their content so that audiences will remember it.

Podcast Episode Summary

In this episode you will learn:

  • How to successfully transition into a new career;
  • The challenges of learning influencer marketing and how to overcome it;
  • how the influencers she followed made an impact on her entrepreneurship journey and why;
  • How to monetize your audience; and 
  • What piece of your content people connect with the most.


“When you want to be everything to everyone, you’re actually nothing, because it’s very hard for people to connect with everything.” (22:06)

“To me, the biggest thing is knowing who your audience is and what they trust from you. Where can you look to find people and brands who could align? Because in the end for the brand to feel like that partnership is a value, your audience has to care.” (25:03)

“For all the content creators out there, make sure as you’re doing your content, is there a “Why” in it that I can connect to? That I can understand that will make me want to either share it or ask you a question cause it’s should be a conversation starter? (31:54)


Marketing Influencers:

  • Jay Baer – “marketing, customer experience, and customer service keynote speaker” 
  • Mari Smith – Facebook Marketing Expert 
  • Andrea Vahl – Facebook Marketing Expert
  • Brian Fanzo – Social Media Marketer/Keynote Speaker

Connect with Chloe DiVita


Twitter: @ChloeDiVita

Instagram: @ChloeMDiVita

LinkedIn: Chloe M. DiVita

Episode Transcript

Ep. 25: Choreographing Your Content with Chloe DiVita

Chloe (00:00):

So to me, the biggest thing is knowing who your audience is and what they trust from you. What do they want to know from you and from those pieces, from those bits of content and from that kind of business alignment, where can you look to find people and brands who could align? Because in the end for the brands to feel like that partnership is a value, your audience has to care. I've seen it be bad where like an influencer puts out some brand's thing and their audience doesn't care so it falls flat and then the brand is disappointed. The influencers' audience is disappointed because they're like, this isn't what, what are you doing? Right? And then it doesn't feel authentic. And if it's not authentic, it's not going to work.

Josiah (00:41):

That was Chloe DiVita who is known as the speech choreographer. And in this episode, she shares how you can choreograph your content to drive your audience to action. Chloe also shares her journey of starting out as an accountant who got bored with accounting. Then transitioning to help lead a successful influencer marketing agency in the pet niche and now to helping speakers and businesses share their content so that audiences will remember it. I can't wait to share this conversation with you. So let's jump in.

Announcer (01:10):

You're listening to the Content Heroes podcast where entrepreneurs, marketers, and creatives share how they build profitable businesses on their own terms by creating content online. And now your host Josiah Goff.

Josiah (01:25):

Welcome to Content Heroes, everyone. I'm here with Chloe DiVita who is the speech choreographer. So she helps choreograph content to drive your audience to action. Chloe, thanks so much for being on the show today.

Chloe (01:37):

Thank you for having me.

Josiah (01:38):

Great. So let's start with your origin story. How did you get to where you are?

Chloe (01:42):

Like many, I believe I have a very unique story because I think we all do. And mine actually starts back in 1996 when I was at Albany, SUNY, Albany. So I grew up in New York and I just didn't like New York and I was at the college and I was like, I need to get outta here. And some of my friends were moving to Colorado. And so I said, you know what, I'm coming to. Never been there, don't know anything about it, but I'm coming. And so I did and I got to Colorado and just fell in love with it. Unfortunately, my financial aid fell through so I wasn't going to college like I thought I was going to be. And I ended up having to get a job and start at age 19 working a full-time, 40 hour full benefits kind of life. And it was at a CPA firm. And I always liked accounting. So I was like, I could do this. So I ended up starting my own accounting company after the bubble burst in 2000 because all the jobs I had gotten through the few years leading up to that led me to a place of great, all the businesses around me are closing, I need to figure something else out. So I started my own accounting company cause I liked accounting. I didn't even have a degree. So mind you, I'm 22 years old. I look like I'm 16 and have to go around locally in Boulder, Colorado to businesses and convince them that I can handle all of their bookkeeping and accounting.

Josiah (03:01):

That's awesome.

Chloe (03:01):

That's how I started my entrepreneurship journey. But it was great. You know, I will say that when you take that kind of route, I learned a lot about business, you know, just kind of scrappy. Figuring it out as I went, you know, showing up in front of people, acting like I knew it all only because I knew how to use QuickBooks. And got them to invest in me, you know, handling. And I ended up growing that company to five employees and handling a lot of the local small businesses around Boulder, Colorado to like aboard with it. And through that I actually got my degree. So I actually started that company with experience, but no degree. I didn't get my degree, I didn't graduate college until I was 28. So at 28 when I finally got my degree, I graduated and kind of decided I was tired of accounting. So I know I was like, well, finally got here and now I think I'm done. And you know, there was in all that I also had, I got married, got divorced, had to daughter. I had to like a lot of life things going on. And so I was just at a very young age having to learn how to maneuver life between work and child and you know, just personal, trying to stay balanced and happy. And it wasn't always easy. You know, before we started recording you mentioned how it's a marathon, not a sprint. And that felt like a very long marathon to me. Those, you know, I was, it was about from 2000 to 2008 that I was really focused in on that, doing it all. And it just, it felt like decades. I felt like I aged and learned so much about business and growing a business and there was something about managing people's books and accounting and their money and seeing how they manage their businesses that even taught me more and I just, I'm really appreciative I think of taking that leap and making that decision because it, I still fall back on so much of what I learned in those early days of my first business that I started at 22.

Josiah (05:02):

Yeah, that's awesome.

Chloe (05:02):

So yeah, so it kind of got me addicted to the, I'm my boss kind of, you know, kind of pulled me away from wanting to be an employee again and having to like request time off of the stuff. I was like, wait, what? So it definitely made it, it opened my eyes to possibility I think, and what was out there and what could be and that it wasn't easy because there were weeks where I was like, Oh my God, I have to make a sale. I've got to pull in money. I've got payroll next week and I don't have enough money in my bank account to pay my employees. And I had those kinds of struggles and somehow I always pulled it off. But it's stressful. But there's something about that stress. I mean, you're an entrepreneur, you've had your business go on for three years, you said, and there's something about that like rush that you get and the stress of it that in the end you come out of it and there's, I don't know, for me there was a different kind of like pride that came from. Like I figured it out and I did it and I persevered and I can do it again if it comes up. And it just, to me that was very encouraging and made me feel like anything was possible.

Josiah (06:07):

Yeah, absolutely. You, you know, you'd said that 2000 to 2008 felt like decades. Yeah. So I'm coming up on three years since I left my job without a plan to start my own business and it has felt like a decade to me. You're absolutely right. Like there's, there's something about it, you're not just building a business. You are, you're building yourself, you know, because you know, people have heard me say this before in the show. Like one of the things I learned very early on was my business is a direct reflection of me. And so I am going to grow my business. I have to grow myself first. And so, you know, you, I feel like I've aged and maybe not physically, maybe a little bit physically, but like, I feel like I've aged, you know, 10 years in the last three just from the amount of growth, you know, when you put your, like you're talking about, you put yourself in that situation where you're forced to figure things out and learn and grow and push through, you know, stressful times and difficult things where you're just like, I don't know how I'm going to make it through this. And then you get to the other side and you look back and you're like, you know, I had it in me the whole time. And I think that's what you're, you know, the pride that you're talking about. It's like really seeing what you're made of and what you can do and what your potential is. So I love that. So coming in, you know, you started your business, accounting business, you went through that and got your degree, and then you realize that you're bored with it. So what was the next step for you? What did you transition into?

Chloe (07:40):

So, I actually convinced all my clients to hire my employees. I didn't have to like close down a come here, let anybody go. I convinced every, like all of my clients, or at least my bigger clients to take on an employee. And so I phased out of that and for a couple of years, again, it's like I look back and I'm like, Oh, it's actually two years. But it felt like so many more. I just kind of dabbled on my own. I just had myself, I had one main assistant who just helped keep me in order. And wanted to figure it out, right? And so I just did some accounting stuff still. I actually started working in reverse mergers. That's a whole another life. It feels like I did some, like I worked with some VCs and they had a bunch of investments in Florida, so I started helping them manage properties. I was just kind of doing things to do them in that moment. Which I think is something a lot of entrepreneurs can relate to when you're just trying to figure it out, making sure you put food on the table and so you're doing things to do them even though you know it's not where you're necessarily gonna spend all your time. It's just like, well, this is what I can do right now so that I can keep exploring what I really want to do later. And I did a little bit of that for awhile until it's actually my mom who went to a conference and decided that she wanted to create this company with another woman and her husband's and they asked me to come in because of my accounting background. They were like, we need help. We have like, we want to start this company and we have a check. We don't know what to do with it. And I was like, well, you don't even have a business yet. How do you have a check? So I ended up going over and that company was called Blog Paws and it was focused on creating, in the pet industry a community of influencers who were trying to spread better content online for people in love with their pets. And so we took that and grew it into an influencer marketing company. And we were doing events, we were holding conferences every year with 500 people teaching social media marketing, bringing in, you know, big speakers like Peter Shankman and Jay Baer and really trying to do our best to help these influencers who ran the gamut of, you know, kind of hobbyists who just loved pets and wanted to talk about it to people who are really like focused on growing a business around pets. One of our biggest influencers was a guy who has a blog and a Facebook page, still called Positively Woof. And his Facebook page has over 2 million followers. And we helped him grow it because we just, you know, in the way of educating and sharing and telling them how to create content, how you connect with your audience. So we just grew this influencer marketing company which ended up getting acquired by like a, you know, Fortune500 kind of company and then ended up being a part of PetSmart for awhile. And so that was the only my exception to being an employee. I ended up being an employee of PetSmart for awhile. But I was running a division and so I still had a lot of flexibility. I still worked remote, I still worked from home. It didn't feel like a normal nine to five grind kind of job. I was Still doing what I loved but the education that came from that in terms of marketing and online marketing is another like, and it was coming at that time, it was like 2010 really was like the cusp and we grew it and did conferences and did all of that for the next eight years when I feel like online marketing was really taking off. And so we learned it from the grassroots, from the ground up. And so between accounting and marketing, I feel like that gives me such a foundation for growing any business that I would want to dive into.

Josiah (11:02):

Oh, absolutely. That's some amazing experience. So let's dig into that a little bit. How did you make that transition? Like you know, kind of personally going from, I mean those are very two very different disciplines, right?

Chloe (11:18):

Yes, they are.

Josiah (11:18):

What was going through your head as you saw this challenge in front of you of learning, you know, influencer marketing?

Chloe (11:25):

Well, you know, two things. One, when I started in that company, I definitely started in the background. So like I started creating the budgets and you know, doing all of the accounting and operational type tasks that needed to happen in it as it was growing. And the first year I was doing that, I got to just attend the conferences and absorb. I wasn't responsible for any part of it. I got to just show up and kind of see what was going on, you know, taking a little osmosis of what was happening and that's what really piqued my interest and I'm just, I'm one of those people who's constantly like learning and looking for the next thing and how, you know, like I read so much and my husband teases me so I'm on my phone a lot. I'm literally doing two things. One, I'm reading, I'm just in like Flipboard and I'm in Apple news and I'm just constantly looking for things and reading through things or I'm playing games. I'm totally a game player. I play like on the different little mind games and stuff. Those are the two things I do on my phone. And so I just started reading. I just started like digging into it. Like, what is this thing we're teaching? I want to learn more, I want to understand more. And as I did that I was able to just step in and start talking to the brands that we were working with. And I've just always had a knack for communication. I guess I've always had a knack for getting in the room with people and hearing where they've got gaps in what they're trying to teach or in their education or in their needs and figuring out how to speak to that. And so I was able for the first time to use that in a different way. Like in accounting, it wasn't as fun, you know, it just, it wasn't the same but here with marketing because people had ideas that they were trying to execute and they had campaigns and you know, they had what they thought was great content and it wasn't always, and trying to align and like it just, it opened up a new like puzzle piece for me of, Ooh, this is interesting. I can learn this, too. So I think I was lucky that I got to make the transition slowly. I got to kind of, it was over about a year and a half, I got to ease into it. So in that year and a half just kind of dove into it, like reading and educating myself. And so by the time it got to the point where I was like more in it and actually running part of the company and working with the brands, I had taught myself enough to have the language down and the education of it down. And then I did what I always do and I scrappily figured it out.

Josiah (13:43):

Oh I love that. Yeah. I, you know, I, what I was hearing there is that, you know, you got bored with the accounting side after a while, but you really, you know, marketing kind of took hold of you and held your interest. And I experienced the same thing. You know, I used to be a software engineer and I made the transition to product manager and then, and then started my own business. But I used to be the type of person where it was like, don't talk to me. I don't want to interact with anyone. I just want to sit down and code, you know, I want to solve these technical problems and you know, business and marketing and all that stuff is just kind of like a necessary evil that pays the bills and lets me, you know, work on my little thing over here in a dark corner. But slowly over time I started to get more and more bored with the technical things, you know? And there was, when I started making that transition to product and then into my own, running my own business, I started to really fall in love with, you know, the technical problems only held my attention for so long. But I've just, I seem to never get bored with like solving the customer problems and the marketing problems like to me those are so much more interesting problems to solve and one, cause they're not as straightforward. Right? There's that human element that's just, you know, always going to throw curve balls into it. And so I'm curious from your perspective, like what are some of the biggest things that you've learned from making that transition?

Chloe (15:11):

Well, I think, like you said, it accounting can be technical, right? Because you have a debit and a credit and if they don't balance, there's only one reason they're off and you find it in your done, there's an answer. And when it comes to marketing, there isn't always an answer. There's just what works, what works better, what didn't work at all, what you can try next. There's the ebb and flow and the variables within it are much more vast. And so to me, I think that taking that kind of technical, you know, math mind that I've always had, like math was my easy A subject growing up of, you know, I go to college and I'm like, Oh, calculus, that's an easy A, that was my, so it was, it's a strength that I knew I had. And so I was always thinking, but how could I apply this in different ways? Like if I'm looking for the path and for the A plus B plus C, that equals a win regardless of what that win is. Like, how can I use sort of the logic to help me try things to do? And get to something that actually succeeds. And I think that that is a method that I've always had. So like when I'm looking at campaigns, especially when we would run big, I mean we sometimes would running like hundreds of thousands of dollars in a campaign for a brand and it was like launching a new product. And we'd have like a hundred influencers working with us. And so I had to like really use both because we had to have the marketing side of it. We had to have how is this creative? How is this going to connect? You know, how is it going to serve the brands from the influencer and have a common audience, but at the same time, how are we going to do it in a way where we can track it, where we can show the results, where we can show the brand, the ROI, what are the steps we're going to take so that we can clearly deliver from the brand to the influencer. So I feel like the foundation that I had from my accounting world and from all that business helped me in just the processes we had to create. Even though we got to be much more creative, like in the campaign ask, we ha we got to like take Ooh, let's try this. You guys try that and have these like if this then that kind of scenarios which are very different than you know, here's your debit and here's your credit and if it's off, figure out the $5. So, but it helped, you know, I think that, I'm sure you found the same thing when you've got that kind of natural way of thinking or that perspective, it's easier to put a layer on top of it that involves creativity. So any kind of technical, you know, business, operational, logical education that I feel like people have, for me it's always been easier to layer creativity on top of that. I don't necessarily see the reverse to be true. I have a lot of friends who are very creative and when they try to layer in logic, they're like they short circuit. And so I've always felt like that was one, a benefit that I took that route and really dove into it. It was a knack for me, so that was great. But that basic foundation, I feel like I can always build on with all the creative marketing, creative ideas, even into like branding and imaging because that was huge. We we're working on, we are working with brands and with influencers in a time where it went from, you could post any kind of photo on your blog that you wanted and it didn't matter to everything being so super clean. And if it wasn't, then it didn't look professional and you weren't thought of as a serious and professional blogger. And so it just, for me it was like, Oh, I see the gap, let's fill it.

Josiah (18:42):

That's great. I love that. So you had said that you, you know, you read a lot, you just kind of dove in and learned, since jumped in the deep end. I'm curious, who are some of your big influencers? Like who did you look to when you were learning the marketing side of things?

Chloe (18:59):

So Jay Baer was huge. I've always enjoyed following him and what he does personally because I feel like not only is he, is he super smart in what he shares, but he tends to lift other people up and shine the light when others, somebody else is doing things well. I also looked at a lot of, so like Mari Smith when it came to Facebook, Andrea Vahl, Brian Fanzo. I had a lot of people who like years ago were much smaller and yet we're doing the same amazing things. So it's interesting to say their names now because I feel like they're much more known. Whereas you know, when we're going back and talking about 2013, '14, '15 they were out there, Andrea Vahl, they were doing what they're doing now, but in much smaller ways. Sort of like what you're talking about. They were at the beginning of their marathon and now they're in a place where in the social media world, they're household names, but it's kind of neat to have seen a lot of their growth and transformation. I find it inspirational. But I also, one of the things that I did is, because I was working so much with people in the marketing world from all sorts of different, especially agencies within brands, the influencers, they all came at marketing from a different perspective. Agencies treated it very different than the direct to brand relationships we had. Influencers thought of it very differently than the brands that we worked with. And so I just did a lot of listening so it wasn't always who I was reading that people would know, but it was like following along of what they were doing because sometimes, especially in the influencer world, they weren't necessarily sharing, here's how I did this. They just did it. And so you had to follow along in a way where you could be like, ah, I see what you did there. And so I just dove in in that respect too to see, okay, who's doing cool and unique things? How can we learn from that and maybe try something new with it. And I think that that's important for anyone in any industry is like who are the people around you that are doing things and not necessarily telling you how they're doing on, but how can you follow along with what they're doing and learn from it.

Josiah (20:59):

Yeah. So when you were, when you were kind of in the thick of the influencer marketing space, the influencers that were most successful, what did you see from them? Like what were some of the traits or some of the strategies that really set them apart?

Josiah (21:12):

The biggest one is just really being honest about what they thought and that means that they had to think something, right? They had to have an opinion, they had to have a view on what was happening in the pet world. Sometimes those views were divisive, right? But it was still, you knew who they were and the people who were just kind of a little wishy-washy or didn't want to make that kind of statement, they wouldn't shine as much because they kind of fell into the background and they were almost like the camouflage in the pet space versus the bright orange that stood out. And I think that when the influencers who really knew who they were really knew what they believed, stood up for that, then they connected with the people who cared and the ones who didn't would often sort of not know. It was sort of like when you want to be everything to everyone, you're actually nothing, because it's very hard for people to connect with everything. Like nobody goes on the internet and searches for tell me everything. Right. They see things very specific. And so to me, the people who stepped into that for themselves and really stood up for what they believed in are the ones who really succeeded. Whether I believed what they believed or not, whether they were divisive or not, they're the ones who excelled. They're the ones who you know, did really well. And I think that that's true today. That's still true.

Josiah (22:41):

Yeah, absolutely. So for influencer marketers who are growing a platform and building an audience, what advice would you have for then taking that audience and leveraging their platform and working with affiliates and other companies to monetize the audience that they've built?

Chloe (23:01):

It's interesting because I think when, as you said, you're an influencer marketer and you're trying to take your audience, the platform that you've built, that you've invested in, right, that you spend a lot of time creating and finding that brands that you can connect with that you believe your audience will care about, that is you have to be very careful because you have to remember that it's not always what you like personally. Your audience obviously is connecting to things that you like personally, but you have to really know your audience so well that you know, what are the things you share that they're most connected to, that they engage with the most, and how in those pieces of content, is there a potential partnership for somebody who could connect to that? Because just because you share. So for instance, I love my dogs, of course, right? And I share them sometimes. They tend to get a lot of engagement, but that's not really who my audience is looking. They're not looking for pet things. They might like pets and they like that. I like pets. So we have that in common. But right now they're not necessarily looking for me to just start sharing, Oh I like this dog food. You should use it, too. I have this partnership going, you know, that isn't something that they're going to really, that's not what they look to me for. Even though that's a piece of content they would engage with. So you have to know your audience to the level of what are they looking for from you. That would make sense for you to say, Hey, brand XYZ , my audience trust me when I talk about this subject, which you have a platform for. So let's create a partnership because they listen to me, some people who do this really well are like Amy Porterfield, you know, she runs all of her content on a platform called Kajabi. And so she has a deal with them where she shares with her clients who come and learn from her on this platform a discount to get Kajabi. It makes sense. It's a perfect partnership because her people see what she does and how she uses it and want to trust her opinion. She's same thing with her. I've seen her, she loves pets too, but she's not going to be like, here's the dog food I use. You should use it, too. Cause that's not what people go to her for. So to me the biggest thing is knowing who your audience is and what they trust from you. What do they want to know from you and from those pieces, from those bits of content and from that kind of business alignment, where can you look to find people and brands who could align? Because in the end for the brand to feel like that partnership is a value your audience has to care. I've seen it be bad where like an influencer puts out some brands thing and their audience doesn't care, so it falls flat and then the brand is disappointed. The influencers audience is disappointed because they're like, this isn't what, what are you doing? Right? And then it doesn't feel authentic. And if it's not authentic, it's not going to work.

Josiah (25:43):

Oh yeah. That's great advice. So let's transition a little bit here because I'd love to hear about what you're doing now. So you know, you'd said you made the transition out of what you were doing before with PetSmart in 2018. What did that transition look like and how did it lead you to where you are now?

Chloe (26:01):

It was actually 2017 when I left. And I so because part of what I did when I was running the Blog Paws division, is post a conference every year, we had 500 people come in and I was the MC in a keynote speaker and I would moderate panels and I was speaking a lot and I loved it. I loved speaking, I loved being on stage. Now I have no problem being in the spotlight in that sense. And we were also investing in some of our top tier influencers in the way of creating masterminds. And you know, doing a lot of Facebook lives and educational things in a private Facebook group. So the last couple of years that I was there, probably I'd say 2015, 2016, 2017, those last three, there was like three full years. We were doing so much communicating, so much speaking, myself and other people in the company. And I just loved that so much. I wanted to make a pivot to make that be more what I could do is speak and I realized I enjoyed helping other people speak. One of the things I was also responsible for when I was running Blog Paws was pitching to brands. We have a sales team. We were connected to a company called Pet360. And Pet360 had a sales team. And I worked very closely with them because influencer marketing is not an easy thing to sell. There is a lot of like nuances and a lot of requests that come from brands that you have to know how to handle and how to say whether you can or can't do it. And so I did a lot of that with the sales team. And there were many instances where we would get to "no" only to have me get on the phone with the team and end up getting a "yes". And it was just because you had to have that language. You had to understand what they were asking and how to talk to them in a way where you could ensure we could give them what they need or even though we can do exactly what they wanted, clarify what we could do that made them feel comfortable. And I just realized, I'm like, you know what? I'm helping everybody else learn how to do this. I really enjoy, oddly as it is pitching, speaking, all of those things, this is what I want to do, this is my next step. So it was an easy transition in terms of I was already doing it a lot. It was not an easy transition in terms of how was I going to now sell this as a product because that was something I had not done before. So that transition in terms of what I was doing wasn't as hard as how I was going to sell it. And that first year, so I left at the end of 2017 and I kind of took a little bit of a break. I literally left like mid-November and I decided I'm going to go to Costa Rica and take a little vacation, take the holidays, you know, kind of ease back into work. And 2018 was like a really big official launch year for me and it was hard year cause I was like, I'm going to try this, I'm going to try that. I'm going to try brand, teaching people brand consistency online. I'm going to try helping people with their speeches. I'm going to try this, I'm going to try that. Then I did a little bit of all of it. I don't know that I did any of it as successfully as I wanted to. I was like credit card cha-ching need to do this more credit card, cha-ching. But I stuck to it and I think like we've talked about in that space, sometimes you just have to keep pivoting and figuring out what works and keeps showing up. And you know I created a Facebook live show that year and I did it every Friday. I think I missed like two Fridays. And halfway through I got to the point where I was like, I don't really wanna do this anymore. But I was like, no, I committed. I was said I was going to do it for a year. I'm doing it for a year. So I did. I did it for a year. I just kept showing up and I kept reaching out and I kept doing everything I could until I started booking more clients. And now that's what I do. I help people choreograph their content to drive their audience to action. And I was lucky enough to be involved with a company called heroic public speaking, who connected with TEDx Cambridge a few years back. And so I started coaching for TEDx Cambridge through them. They've since moved on, but I'm still doing it. And so Mike and I, you had Mike on, Mike Ganino and I are now working with all the TEDx Cambridge speakers and that's very interesting 'cause they come from like Harvard and MIT, they're very academic. So I get to learn a lot. Like I know things about Alzheimer's and aquaculture and all these things that I never knew before. But it's very interesting work and I feel like, like any entrepreneur, I haven't peaked yet for sure in this. I feel like I've finally found the stride. But it was a struggle to come into this space. Not because I didn't know what to do, I just didn't know how to sell it. And I feel like that's a common place for entrepreneurs to be in.

Josiah (30:27):

Yeah, for sure. So before we wrap up here, what would be some key takeaways that you would give content creators on how to choreograph their content?

Chloe (30:40):

I think the biggest thing is remember that when you're sharing a piece of content, there's a big why as to why you care about what you're saying. And there's a big why as to whether it's a statement of belief. It could even just be entertaining, but there's more of a worldview that applies. Usually something I see a lot of content creators do is they go right into their thoughts or the, you know, what they think or why they not. Why they think it. If you can make sure that you start with why or at least include it so that if I have to read your content, if you're sharing a video, if you're sharing a Facebook post, an Instagram post, whatever it is, a tweet, if there's enough in it that I can share it with somebody because I connect with it in a way that it makes full sense and I'm not picking it up midstream because you kind of half dropped in a bit of knowledge that doesn't quite compute to me, you connect more and so that's one of the things I work with people a lot on is like, okay, but why do you think that? Cause people will, you'll ask questions and they do a lot of justification on their belief. They'll sometimes put disclaimers on their belief but they don't always set up the full picture of why they believe what they believe. And often that's the piece that people connect with most. And so I would say for all the content creators out there, make sure as you're doing your content, especially longer form, but anything you put out there, is there a why in it that I can connect to that I can understand that will make me want to either share it or ask you a question cause it should be a conversation starter. It shouldn't just be a, I'm going to drop this out in the world and leave.

Josiah (32:14):

Oh, I love it. That's great advice. Well, Chloe, this has been fantastic. Before we hop off here, can you share with everyone where they can find you online?

Chloe (32:21):

Absolutely. My company name is Perceptive Presence because I believe everyone has their unique perception and shows up in different ways because of it. So it's Perceptive Presence. And you can find me in all the places - I'm Chloe DiVita in Twitter, Chloe M DiVita on LinkedIn, or I'm sorry, on Instagram because apparently there's another Chloe DiVita so I couldn't take it. And Chloe DiVita on LinkedIn. So like just look Chloe DiVita everywhere it is spelled like Chloe, but it's Chloe and yeah, connect with me wherever. I love making connections. Don't pitch me right away. I don't love that. But I do love learning from people.

Josiah (33:01):

Awesome. Well, this has been great. Thanks so much again and I've really enjoyed talking with you.

Chloe (33:08):


Josiah (33:08):

Hey everyone, thank you for listening to the Content Heroes podcast. I just wanted to take a second and let you know that we have some amazing guests planned for the coming weeks. So if you haven't already, go ahead and hit subscribe so you can make sure to catch every episode. And if you enjoyed today's episode, go ahead and leave a five-star review to help make it easier for other content creators to find and enjoy the show. Lastly, I'd like to invite you to join our Content Heroes Facebook community where you can connect with other online content creators to share, learn, grow, and have fun. To join the group, just visit Once again, that is

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