How to Create a Winning Twitter Content Strategy to Grow Your Business with Cathy McPhillips

I did.

I left for an entire four years, went to college down in southern Ohio, moved back, met my husband, who lived six miles from where I grew up. So we don’t go too far. We don’t leave.

I mean, all my siblings, we’re all everyone’s real close, well, mostly, but, yeah, we’re a tight knit bunch.

Yes, well, I have one sister in Colorado, one brother in Utah, but we’re trying to get them both to come back. My sister’s moving back pretty soon, but I’m one of six. My mom remarried, and my stepdad has five. So it’s fun holidays.

I guess one story that I didn’t tell people for most of my life, but I started telling people in the past couple of years, is that I was in this really fortunate situation when I was in high school. Our high school was so big that there were four principals, and each was the principal of a certain house. One day, my house principal called me over the PA system. In the class, I was in, he said, “Cathy, come to the office,” which, I mean, that’s unheard of. I never got called to the office. So, everyone in the class was like, “Ooh, Cathy’s in trouble.” I went down there, and he talked to me for about 15 minutes. You know, he asked how life was, what I was doing next year—I was a senior—talked about my family, asked if I was working, what was going on. He knew a lot of that stuff, but then he said, “Look, let’s just go through this again.” I was like, “Okay.” We went through it, and he said, “Okay, thanks. Go back to class.” I left, thinking, “That was really weird, but alright.” Then about two weeks later, I got called back down to the office, and there was a man sitting there who was probably in his 70s at the time, with all the principals. They said, “Do you know why you’re here?” I said, “I have no idea.” Apparently, this gentleman and his wife, when they were in their 20s and 30s, tried forever to have children. They had one daughter, and before she was born, they started saving for her to go to college. She ended up passing away at a very young age. So, he approached the high school I went to—where he graduated from—and said they would like to pay for one female student to go to college. Each of the principals at our school interviewed two female high school seniors that they thought were deserving, and they picked me.

So, I was really, really fortunate. We stayed in touch for a long time. After I took my report cards to him, I took him to lunch whenever I would come home on break. He’d always say, “I don’t need your report card,” but I’d say, “I know, but you’re kind of part of this.” My mom would always say, “Go see him,” and I’d be like, “I know.” She was very good at making sure I spent time with him. Once she nudged me, I got in the habit of enjoying the time I spent with him. The last time I saw him, I had my three-month-old in a baby carrier and went to see him. I also wrote him notes. One day, I got a note returned from his lawyer saying that he had passed away. But he saw me through from 18 until my son was 10 years old. I knew him before he passed away. So, pretty cool story.

Yeah, and I said to myself, once that happened, “You know what? I’m going to do that for someone someday.” In reality, I have to get to my own point, so I’m like, “Okay, I won’t be able to do that fully.” But, you know, whenever I can, if I can help a student, help them get a job, look at their resume, or do something to help make their future better, it definitely had a lasting impact on me. So, I’m hopefully carrying out a legacy that he left, and I’m proud of that.

Ohio University, not Ohio State. Just to differentiate, yeah. So I would study journalism there, and it was a fun, fun place. I have a high school senior right now, and I have two kids, one two’s a college sophomore and one’s a high school senior, and neither of them are going, are going to OU, saddens me a little bit, but..

Here’s another funny story. So, it was my junior year of high school, and in our AP English class, we had to write a paper on what we wanted to do when we got older. I didn’t know, I was 16, so I went to my teacher and said, “I don’t even know where I should start.” She said, “Well, what are your strengths?” I said, “Math and art.” And she said, “You can’t be good at both of those things. Go to the library and take a test.” So I did. I took this test, answered all these personality questions, strengths and weaknesses, and everything, and marketing came out. I was like, “Okay, so we’re looking at schools, and, oh, they have a great journalism program, and they have a bunch of different marketing paths.” They offered a business marketing degree with a journalism focus, and journalism felt like a better fit for me at the time. Yeah, but they’re still related. You know, journalism— I knew I didn’t want to work for a newspaper. I didn’t want to be behind the camera, in front of the camera, or behind it for that matter. Then I just really lucked out. I had a professor my freshman year, and we were working on a media planning class. She said we were going through a bunch of numbers, and I was doing some formulas. She said, “Who’s your advisor?” I told her who it was, and she said, “Go switch to me.” So I switched to her, and I still talk to her today. She’s amazing, but she helped me navigate my path into media planning because she had 30 years of experience at Kraft in a hands-on role. She wasn’t just a professor; I had some amazing professors who were just professors, but having that background was so helpful. I still talk to her at least once a year around Christmas, and she helped me navigate what I wanted to do with my journalism degree. When someone says, “I’m in media planning,” but my major was journalism, it seems disconnected, right? I’m like, “Well, it’s actually totally connected.” But until you’re in there, you don’t really see it. I can see how there could be some confusion.

She did.

She was. So to have to bring that knowledge with the book and the curriculum, and having that, okay, this is actually what you’re going to use of this lesson. And here’s how it was. She was amazing.

I actually just had this discussion because, like, once a semester, I’m guest lecturing at Cleveland State, Kent State, and a bunch of places around here. I love it. I love it so much. I love seeing the students’ eyes open up when you say something like, “Oh my gosh, I could do that!” or “I enjoy doing that!”—just helping them a little bit. It’s a passion of mine, and I’ve taught them before. They asked me, “Do you have your MBA?” and I said, “No.” They were like, “Oh.” At this point, I’m 47, and I’m thinking, do I really want to go back and invest the money to get my MBA, to do this so I can make less money being a professor? It’s not about the money necessarily, but the money I’d have to put out to get my MBA and the time I’d invest to do that—it just doesn’t make sense. And not that I’m the most brilliant marketer in the world, but I’ve been working for 25 years.

I really just loved it when I got to school. I loved the media planning classes. I even loved my copywriting class, which, you know, you think you wouldn’t, just because of my math brain, but I loved it. I think part of why I loved the copywriting class was my professor was so analytic about our work. If you followed the rubric, you got an A, and I was such a rule follower that I did it. But it was just so fascinating to use that side of my brain. I thought, “Okay, I really like all aspects of this.” When I graduated from OU, I moved back to Cleveland, and it took me almost a year to find a job. I worked at the mall just to make some money, and then I found a job at an ad agency in Cleveland called Stash Hour. The media department there was very small, and no one was going anywhere, so I knew I wasn’t going to get a job there, but they had an opening in production, just as a coordinator. I thought, “Okay, I’ll take it to get my foot in the door, and then hopefully, eventually, I’ll be able to move into the media department.” Once I was there, it was really eye-opening. I saw a lot of things I wasn’t exposed to in school. I was learning from the creative team. The production team knew me. They were dependent on me to do all these things. When I didn’t transfer into my media role, it was just so nice. The way media works with production and creative was amazing. I went to them as a media planner and said, “Okay, I’m booking this TV spot. I’m booking this print ad. Do you want the print ad horizontal or vertical? Do you want the commercial to be 15 seconds or 30 seconds?” The crazy thing was they said, “Oh my gosh, no one ever asks us this. They just say, ‘We bought 15 seconds. Make it work.’” So, having the experience in this department that I really didn’t love was great. It really was, but I just knew it wasn’t what I ultimately wanted to do. It was very, very good for me. I think it’s been great to try out different things at agencies. So, I worked at two agencies, and then I’ve been doing my own thing since ’99 until I met Joe.

From ’99 to ’12, I was doing my own thing. I was very fortunate that when I was at Wise Advertising in Cleveland, I had an amazing boss who ended up moving to LA and working at Sachi LA. He’s actually still there. One of my old clients, who was one of my biggest accounts I worked on at the time, was Applebee’s International, and he was in Kansas City. So, right as I was leaving, he was leaving, and he said, “You know, I called him one day and I said, ‘Hey, I just want to let you know I’m quitting. I’m quitting. I’m going to stay home for a little bit and do my own thing.’” I had a newborn at that time, or a one-year-old. He said, “Can you wait two weeks? I’m actually quitting.” I said, “No, because I already made up my mind.” So, I said, but before I do, I went to him first. I said, “Before I go and tell my boss I work with 20-year-olds when… and so it’s going to travel fast, I want you to find out from me before you hear it from somebody else.” I was one of those 20-something-year-old women. Anyway, so he started working for an agency for a restaurant group in Oklahoma City and said, “Would you do a lot of my media from home? I’d rather have you in Cleveland doing it from home than having someone in Oklahoma City who I don’t know.” I said, “Sure.” So that started something small, just so I could do my mom thing for a little bit and still have some hours and, you know, keep my brain in the industry. Slowly but surely, a few people were reaching out to me, saying, “Hey, I loved your work when you were at Wise. Are you looking for some business?” And it was nice. I look back and I don’t know how I did it, how I was working the hours I was working with little kids, but somehow I survived. It was hard—lots of hard days, lots of late nights, early mornings—but, yeah, I loved it. I think what I liked most about it was, aside from the relationships I had and how they understood what I was trying to do, why I was home, I kind of taught myself a lot of things that I wouldn’t have learned in roles that I was in otherwise. I read things every day, probably way too much. So when social came along, I taught myself how to do it. When digital came along, I learned how to do analytics. You know, just things like that that, if I had just been in a role for a company or agency, I probably wouldn’t have had the opportunities, or may not have pushed myself as much to go look for them or find them.

It was kind of like a perfect storm. He was looking for someone to head up marketing. At the time, he and Pam who was running operations, were kind of tag-teaming the marketing part of it. He also had, at one point, a heating and cooling arm of CMI. I’m not sure if you know that, but they were doing some content creation for the HVAC industry. Companies could call them and say, “We’ll use some of your blog posts, so we don’t need to write them,” among other things. That’s me making it sound small, but it was actually a pretty cool venture. My brother-in-law had a heating and cooling company in Cleveland, and I had been tweeting with Joe. Then something else, I think, came up in a LinkedIn search—so, three things. He asked my brother-in-law if he knew anyone in Cleveland, and he said, “Well, my sister-in-law, but she has her own thing, but maybe she can help you out in the meantime.” I was tweeting him, and I came up in a search on LinkedIn. He said, “Alright, maybe I should call her.” So, we ended up meeting for breakfast, and he kind of went through what the job description was. At that point, I had 40 hours, I was full with a bunch of clients, and my dad was at breakfast. I said, “Okay, this actually sounds really interesting. I can give you 20 hours. That’s the best I can do right now.” He said, “Okay, I’ll have you full time in six months.” I was like, locked down. “I don’t know who this guy thinks he is, but I really am happy with what I’m doing right now.” Four months later, I went full time.

Right, so this is a CMI event. I don’t know if you knew that, but… Did not know that. So, in previous years, we had the Intelligent Content Conference, which was one of our events, and we had that in Las Vegas. We did San Francisco for a few years, then moved it to Las Vegas for a couple more years. This year, we decided to pivot a little bit and get away from the whole idea of intelligent content and focus more on content, technology, and strategy. We thought that was a sweeter spot for marketers than the intelligent content side, which took a lot of heavy content strategy and involved a lot of things marketers really aren’t, and shouldn’t be, involved in. They might want to know about it, but do you really want to invest all this money in things you should know about but can’t implement? So, we know technology is something they can handle, and strategy is something they can do. So ContentTech was born in San Diego. I have to tell you, San Diego versus Las Vegas, for me, was such a better experience. I mean, the sun was shining, pretty much guaranteed beautiful weather. We love Vegas, but San Diego, I really liked. It was a good event. We had a lot of great speakers—about 40 speakers, 400 people. So, it was a much smaller version of Content Marketing World. The thing I like about ContentTech the best is that, in Content Marketing World, we covered the gamut: 28 tracks, I think, this year of content marketing, from social to ROI to sales, demand gen, etc. ContentTech is really focused on everything except content creation—what you do before you create content, figure out what you should be writing about, and then what you do with it afterward, from a distribution, amplification, and analytics standpoint. It’s not really focused on writing per se, just everything else. I thought it was really fun. I learned so much. There are so many smart speakers in the industry, like Andy Crestodina and Chris Penn. They blew my mind. Of anybody there, those two are just… they’re so smart. I’m in the analytics mode right now, so I think that was part of it, yeah. But it was pretty cool.

Well, especially when you’re doing things like changing your podcast, or doing something where you’re like, oh my gosh, I know this stuff. It works. What I was doing on my blog, but now I’m doing a whole new thing. I got to start, kind of start over a little bit.

I love Twitter. I feel like a lot of people don’t, but I really do for business, I feel like I like Twitter the best, LinkedIn is growing on me again. Personally, I love Instagram. But from a business standpoint, I feel like Twitter and LinkedIn are better for us.

I think as a business, you know, for CMI and for our event, I really love LinkedIn. If I’m trying to target somebody with a paid message, there’s nothing better than LinkedIn. I mean, I can target down to the company, which is pretty phenomenal. Yeah, it’s expensive, but you get what you pay for. I think that’s really cool. I’m running tons of tests right now with various companies—job titles, geography, and all these different things. I can go in there every few days, optimize it, test different ads, and it’s been really good for us. People keep telling me, “All I see is your ads.” I’m like, “Yes, don’t click. Don’t click on the show. If you don’t hear something, don’t click.” That’s right. But it’s been really good for us. They keep changing groups. We’ve got a pretty robust 50,000-ish folks in our LinkedIn group, and it’s been great. I couldn’t moderate the discussions at first. You couldn’t do this, you couldn’t do that. They do a message of their madness. It’s a little frustrating at first as a moderator, even though I’m not the one that does it day to day. Donna Wagner from our team does that, but she’ll call me, saying, “Oh my gosh, this group—they keep changing things, and there’s so much spam.” But we changed our group in the past 18 months. If you post a message, just a link to your website or a blog or anything as a link—actually, anything that doesn’t engage conversation—we delete your posts. So our entire group is all questions or conversations. It’s amazing. We’re one of the few groups where people actually come back and say, “Thank you.” It’s a lot of work. Mo invests a lot of time every single day going in there and deleting stuff, and slowly, LinkedIn is starting to recognize what we’re accepting and what we’re not accepting. They’re doing it for us, which is really nice. It’s cut down a lot. We’ve had some really good discussions in there. From my standpoint of looking at how to market to our audience, our editorial team is looking at what discussions are happening in there. Our programming team for the event is looking at what names are coming up a lot. So things like that. It’s not analytics, it’s not digging into GA or Adobe or anything like that, but those anecdotal conversations are really valuable. Mo will say, “Oh my gosh, this post—somebody asked a question on this, and it blew up. It’s all about ROI. Can we cover this on the blog, or this person answering everyone’s questions should be speaking at our event?” It’s really good for us. Social listening is just so important. As much as we have all this data, listening to things socially is really important for us.

And I’d be remiss. Mo would not be happy if I didn’t mention that we started a Slack group also. Ah, so she’s been and I don’t use Slack. I haven’t really gotten into it yet, because, partly because she does such a good job of doing it that I don’t have to, but a lot of those same conversations are going are starting over there, for those folks who aren’t really interested in the LinkedIn group.

Pretty much only business, and we all have personal conversations with people I know, mostly through Content Marketing World or through CMI. But I think, you know, back in 2013, before the first event I attended for CMI, we started a Twitter chat 10 weeks prior to the event just to see. It was basically more of a promotional tool. I told Joey, “Let’s try it for 10 weeks. If it flops, we’ll stop it after the event, after two and a half months.” At the event, people were coming up to me asking, “What’s next week’s topic?” I’m like, “Oh, okay, I guess we’re going to keep doing this.” And it’s still going. We’re four, five, six years in, and it’s amazing. A lot of people have turned over a little bit, but some people have been there from the very beginning. Every week, we have these discussions with special guests and special topics. But more often than not, like next week, we’re actually having just a community chat, and we’re just going to see how it goes. I say our community carries the chat. The guest is great, and the topic is great, but ultimately, it’s the hundreds of people who show up every single week, talking to each other, sharing success stories, or asking, “Have you tried this?” Or, “Oh my gosh, I tried this new tool, have you looked into it? It’s free with a two-week trial,” or whatever the case may be. Or just to have a conversation, because a lot of us work from home, so it’s really nice to talk to a human every now and then, even if we’re doing it online. But that’s been really good for us. One of the things we’ve done really well—though we’ve done a lot of crummy things too—is we’ve carried that #CMWorld hashtag not only through our Twitter chats and events but also every single day, all year long. So the community uses it in our Tuesday noon Eastern Twitter chat, quick plug for our event, and everything in between. It’s a blog post, someone asking a question about something, and it just has a life of its own. It’s been really good for us. People might see it on Tuesday or see it on a random blog post and say, “Oh, what’s this hashtag?” and then they find out about it. So it’s not like we only have our four days together in Cleveland every year. We stay in touch, hopefully not 24 hours a day, but every single day throughout the year, whenever we want to reach out to one another. So it’s grown into something pretty spectacular.

One thing, you know, when I started, when we have webinars, our webinars’ hashtag is #CMI. We were talking about whether we should add a year on top of it, like #CMWorld2013, 2014, 2015. I’m like, “No, keep everything the same,” because CMI has different meanings. At least #CMWorld, we pretty much own that hashtag. Every now and then, you’ll see it come up for something random, but apparently, #CMI also means “Can’t Make It.” So I was following it on TweetChat or TweetBack, and it was like, “Oh, okay.” So, you know, that’s one funny thing about hashtags—you just need to figure out, does it mean anything else? So, we’ve kind of just stuck with everything across the board, even though our webinars don’t really revolve around our event. They revolve around our community, and that’s what’s most important to us.

There are 22 of us.

Well, that doesn’t include all our blog contributors or our event team. We have lots of people who help us, but our core group is 22 right now. And we’re virtual, and people don’t know that. Like, “Wait, you’re working from home?” And I’m like, “Oh, yeah.” We had Joe’s upstairs conference table for a little while, but, you know, we’re all remote workers. We range from Rochester to LA. We have some team members in Boston, and we have people everywhere in between. Half the team is here in Cleveland, but we’re pretty spread out as well.

Yeah, Mo’s done a really good job of playing around with a bunch of different things. She’ll take one blog post and run it with just text and the link. She’ll do one with the Twitter card. She’ll do one with a video corresponding to it, and she’ll upload the raw video. She’s tried all of it, and the picture does the best. Video is doing well, but just text by itself, she’s kind of played around with it, and that’s just not the best for her. What we’ve noticed is, like with our speakers and other things that we’re doing, if our editorial director is sending out an email to a blog contributor saying the post is running tomorrow, here’s some pre-written tweets, here’s an image you can use, here’s the link you can use so we can track it back to you—here’s this, this, and this. We do that with our Content Marketing World speakers as well. Here’s a link to your session, here’s your personalized discount code. We’re handing a nice packet of information to our contributors and helpers. We need their help, and if we’re asking for help, we better prepare them with something. We don’t want them to have to spend too much time working. We want them to help, not work too hard to help us. So we try to make it as neat and as packaged as possible. They can edit it, they can change it to their heart’s content, but if they can’t, we have it ready for them. I think that’s been really good from the amplification and distribution standpoint—using the resources we already have. That’s been really beneficial for us.

I think I’ve also seen that they’d rather have us do that than have us, you know, do a roundup post on Content Marketing World where there are 15 speakers, and we pull a quote or something from them. They’d rather have us send them an email saying, “You’re in this post, and here’s some information,” versus us tagging all of them on LinkedIn. We’re trying to avoid that because, you know, that’s personal. It’s like, “My feed is already busy enough. I don’t need someone tagging me in some posts, even if it’s completely relevant and I’m in it.” But being considerate goes a long way. I think us giving them the tools is a lot easier than us blasting them and making them think, “Why did you do that?”

But like, one person or two people, I think is okay. But when you’re doing, like, 50 at one time, that’s my thing. When it gets a little bit…

But don’t do that.

I think a couple of things. One, I’m really big on podcasts right now. It’s my favorite thing in the world. I go for a walk every day, listen to some podcasts, and I just walk down the street laughing. Right now, I’m listening to Conan O’Brien’s podcast, which is the funniest thing I’ve ever heard in my life. So I listen to a lot of marketing ones as well. Oh my gosh, it’s hysterical. I love audio because we can listen to it in so many different ways, whether we’re cooking, working, walking, running, or whatever we’re doing, even sitting in our car. It’s something we can do alongside so many other things. I think it’s really great, and there are some really solid podcasts coming out. But with that said, with so many coming out, there’s probably a lot of junk out there too. How do you stand out? How can you differentiate? I think that’s what I was going to say. My second point is, if you aren’t producing something amazing every single day, then stop publishing every day. Drop it to once a week, or drop something that has value. I think that’s what we’re going to see this year and next year. We should have already seen it, actually. People who are just pushing out content for content’s sake aren’t going to be around much longer. There’s so much stuff out there that you have to do something to differentiate yourself. I think changing the name of your podcast is brilliant because it stays true to what it is. If you know what it is, you know what it is. It’s different. It’s not just a content term. It’s something bigger. It’s you as a person, and people identify with you, rather than just some generic content term. Making those connections is key.

A couple of years ago, we were having a bit of a low in our webinar attendance, and we were doing a lot of the same things we’d done years prior, when it was really doing well. One of the topics was just okay, and we couldn’t figure out why it wasn’t working. Our webinar team called and asked, “What can we do differently?” I said, “If you tell them who the guest is, it’ll make all the difference.” I forget who it was, but if you tell them it’s Jay Baer, it doesn’t matter what the topic is, people are going to show up. Focus on the person, not just the topic. We could all talk about these topics, good or bad, but if you tell them the face behind it, the name behind it, that’s what people care about. If Jay Baer is talking about something, you’re going to listen. It’s going to be good, funny, entertaining, or something. You may not learn something absolutely brilliant every single time, but you’ll learn something, and he’ll keep you engaged and entertained.

Well, I don’t know. I really, honestly don’t know. I’ve been wanting to do this forever. I put it on my “50 before 50” list, thinking, “Before I turn 50, obviously.” And I know, right? So I need at least a topic by then. I talked to Joe Pulizzi about writing a book with him, and he laughed at me, so that’s not going to happen. He said, “Cathy, I kind of have imposter syndrome.” I’m like, “What would I write about? Would people really care about something I could write with expertise?” I don’t know, something.

We’re good. We should write a book together and just make everyone happy.

So, one of the things I’ve been involved in is the nonprofit space. I was in the restaurant marketing industry for a number of years, and I was at an event in Dallas with a company called People Report. It was a service sector event, and Billy Shore, who founded Share Our Strength (now branded as No Kid Hungry), was up on stage talking about his organization. I just sat there in awe about what he was doing. Are you familiar with them at all? Billy and his sister went on a mission trip to a third world country, and while they were there, they were shocked by the hunger they saw. This is the abbreviated version of the story, but when they came back, they decided they wanted to solve world hunger. That’s a massive goal, so they narrowed it down to hunger in the United States, focusing on children. They kept refining it until they realized they could make the most impact by focusing on schoolchildren. They figured they could get access to the systems in place, and that’s where their strength lies—helping kids in school. They focused on school breakfast programs, as studies show that if you eat breakfast before school, you perform better. They also created backpack programs for weekends and snow days, and summer meal programs. They’ve done so much, it’s amazing. I worked with them on social media for a number of years and created the Social Council, which consisted of active social media users who had large followings. This group helped us activate campaigns like Giving Tuesday. The Social Council was instrumental in making sure our social media efforts were as effective as possible. I transitioned out of my role with Share Our Strength but am still involved with the Social Council. Another nonprofit I’m involved with is called Community of Hope. One of my friends, Amber, started this organization in Cleveland. They help young adults who age out of foster care get on their feet. Amber’s nonprofit has a unique model where each young adult is paired with six or seven adults, and these adults meet with the young adult once a week for an entire year. It’s not about giving them handouts; it’s about helping them build connections and get the resources they need. It’s been successful, and no one has ended up homeless or incarcerated. Everyone is doing well, even though there are occasional hiccups along the way. I’m on the board of this organization and will be seeing Amber tomorrow. Lastly, Joe Pulizzi and his wife Pam started the Orange Effect Foundation, which helps children with autism gain access to therapy and devices they might not be able to afford otherwise. Their son was diagnosed with autism at 18 months, and because they were able to provide him with early intervention, he’s now a thriving high school student and class leader. He’s active in many things, thanks to the help he received as a child. I’m also on the board of the Orange Effect Foundation. It’s been a lot of time and work, but it’s been totally worth it.

So it’s interesting. And these kids are all like, when you turn 18, this County’s like, Okay, we’re done. You’re done.

Well, I wouldn’t say that because I’m not a good self-promoter. I’m much better at pointing to other things besides myself. So I wouldn’t make it about me. I’d probably say #CMWorld, because that’s kind of my world right now. There we go. And then I try to stay off social. I like Instagram a lot, but yeah, I’ve kind of been down on Facebook a little bit. I don’t really tweet personal stuff. So really, I guess I would say #CMWorld is my answer.

I would say two things. One, my kids are on there. And two, I had a bad situation.

Thanks, Shane, thanks for bringing that up.

It’s all good. I’m over it.

This was super fun.

Thank you. This was fun.