Actionable Marketing Podcast

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In 2011, Google introduced the term, Zero Moment of Truth (ZMOT), also known as the moment that a consumer decides to research a product or service online before they enter a store or contact a business. A lot has changed since Google conducted that research and published the ZMOT ebook. Now, it’s normal behavior and what consumers do online before deciding to make a purchase.  Today’s guest is Paul Mackiewicz, CEO and Founder of #Smart Marketing. He talks about how to hack consumer behavior using ZMOT. Businesses and marketers often overlook small details in their overall online presence that add up to a big difference between who wins or loses. Stay on the winning side by understanding when and where ZMOT happens for your customers.    Some of the highlights of the show include: Ebook: Explains how increased access to information impacts buying decisions 3-Step Marketing Process: Awareness, experience, and compare product/service Business Directory/Review Management Systems: Convert eyeballs to invoices Control Messaging/Ratings: First impressions are everything in most industries ZMOT Concept: Who you choose based off your emotional reaction to info online Build Business Persona: If you could be any celebrity online, who would you be? Big Business Benefits: Foot traffic is less and people like to look and buy online Getting Started: Claim Google, Yelp business listings, and get pro pics and tools Future of Marketing: Know, like, and trust small businesses to do your marketing   Links: ZMOT Expert #Smart Marketing Paul Mackiewicz on LinkedIn Google - Winning the Zero Moment of Truth (ZMOT) Google Business Listing Yelp Business Listing Canva Hootsuite Buffer Paul Rudd Ben Sailer on LinkedIn CoSchedule   Quotes from Paul Mackiewicz: “The best way really to conceptualize what ZMOT is, is just how our access to information through increased technology has changed how we get to that final decision-making process.” “It’s very difficult to get eyeballs on your business, and what these directories and these review sites and social media allow you to do is quickly convert eyeballs to invoices.” “Synergy - it’s a big thing with digital marketing, but I think a lot of marketing companies don’t talk about it enough and I think a lot of businesses don’t consider it enough.” “It’s only going to become more and more important as foot traffic becomes less of a determiner - determination factor - for buying decisions.”

Nov 30

46 min 49 sec

What is and constitutes interactive content that resonates? Is interactive content part of your business strategy? It’s not something that every brand does, but it represents a way that content and sales enablement has been done in the past to create experiences that better serve potential customers than static content. Today’s guest is Isabelle Papoulias, CMO/Vice President of Marketing at Mediafly, where she oversees all of Mediafly's marketing efforts and works with its sales and business development teams to ensure continuous growth. She shares insights on how to break the sales and marketing mold using interactive content.   Some of the highlights of the show include: Animated vs. Interactive: Mediafly makes clear distinction between two types Interactive Content: Navigation helps create constant customer experience Correct Content Usage: Helps marketers/sellers understand buyer behavior Common Content Types: Case studies, product demos, and success stories Site Analytics: Be better prepared for next interaction and serve relevant content Getting Started: Pick one content asset of huge strategic importance to company CLOSE Method: Challenge, Loss, Opportunity, Solution, Evidence for storytelling Scale Up: Improve, apply interactive content to other pieces, platforms, people Interactive Content Creation Tools: Mediafly, Reprise, and content agencies   Links: Isabelle Papoulias on LinkedIn Mediafly Presentify Mediafly’s Customers Reprise Netflix Forbes Expert Contribution: 10 Steps To Ensure Your Pitch Stands Out To Large Clients Ben Sailer on LinkedIn CoSchedule   Quotes from Isabelle Papoulias: “Interactive content is content that allows for navigation that helps create a very constant experience for the buyer, ultimately.” “It’s interactivity of the service of creating a highly engaging and custom consumption experience that really meets the needs of the buyer.” “Not only does it make for a more enjoyable experience, but I think in a remote world especially, there is an aspect of edutainment.” “So much of the buyer journey now is digital without a live person, without a rep that I know I’m definitely feeling the pressure of content needing to, call it, sell harder on its own.”

Nov 23

35 min 27 sec

When customers leave negative reviews or complain about a brand or business on the internet, they just want to be heard, express their frustration, and want some sort of resolution. Businesses that take the time to reach out to unsatisfied customers can make things right. But how can they do that consistently and at scale?  Today’s guest is Dave Lehman, President and COO at Birdeye, a platform that allows local businesses to collect reviews, run surveys, and get referrals to better engage with customers. Dave talks about how businesses should make online reputation management a top priority and do it the right way.   Some of the highlights of the show include: Birdeye Survey Guide - 2021 State of Experience Marketing: 57% view reputation management as more important than advertisements 88% believe there’s a direct connection between reputation and revenue Birdeye: Helps businesses grow, attract, and convert new/existing customers Buyer Behavior: Shift from content to trusting shared customer experiences Reputation Management: Ignoring it is missing out on customer opportunities What are you looking/searching for? Relevancy, distance, and prominence Automation and Democratization: Make it easy for everybody to leave a review Digital Connection: Engage, respond, and listen to people on preferred platforms Indicators: Set goals, select metrics, and measure progress to drive improvement Mistakes: Marketers avoid responding to reviews and don’t ask all for reviews   Links: Dave Lehman on LinkedIn Dave Lehman’s Email Birdeye Survey Finds 57% of Marketers Now Emphasize Online Reputation Management Over Advertising HubSpot Blaze Pizza Ben Sailer on LinkedIn CoSchedule   Quotes from Dave Lehman: “Most people will skip the first three ads or whatever. It’s almost become default behavior.” “When somebody lands on your site, again, what are the conversion rates like? Are they getting that first taste of a real good experience themself when they start engaging your brand?” “If you’re looking for that prominence as a business, it’s all about two things - review count and review score.” “It’s got to be super easy to engage with you as a business.”

Nov 16

29 min 54 sec

What do people say and think about your brand online? It carries much more weight with potential customers than your own marketing messaging. Always responding to negative comments and reviews are opportunities for service-based marketers to turn haters and detractors back into customers and brand loyalists. Today’s guest is Michael Buzinski from Buzzworthy Integrated Marketing. He talks about why reputation management matters and how to make it right. The shortcut to good reputation management is awesome customer service. Under promise. Over deliver.   Some of the highlights of the show include: Reputation Management: Opinion of the general public about you/your company Reviews/Recommendations: Who do you trust - family members or strangers? Service-based Businesses: Getting new clients to know, like, trust is challenging Negative Comments/Complaints: Don’t take them personally, but seriously Same Situation, Different Opinion: Customer isn’t always right - understand why Positive Reviews: Systemize, automate, or incentivize reputation management Customer Scores: Do satisfaction, service, retention scores make an impact? Common Mistakes: Don’t be too zealous or pushy, or you lose loyalty, advocacy   Links: Michael Buzinski on LinkedIn Buzzworthy Integrated Marketing Buzzrep Ben Sailer on LinkedIn CoSchedule   Quotes from Michael Buzinski: “What strangers have to say about you and your company literally has more weight than what your mom says about you.” “People hire people. They don’t hire features. They don’t hire benefits. They hire the person to deliver those features and benefits.” “Seven out of 10 people will complain before they praise.” “The new way, one of the best ways to utilize reputation management is getting video testimonials on your website.”

Nov 9

49 min 37 sec

Setting aggressive marketing growth goals can be intimidating. Some marketers set the bar too low and try to achieve goals that seem impressive but decline year after year. Marketers want to help their organizations succeed but also set accurate expectations for stakeholders. Today’s guest is Darrell Amy, author of Revenue Growth Engine. He talks about how marketers can easily set, accelerate, and achieve ambitious and aggressive marketing growth goals to succeed.   Some of the highlights of the show include: Darrell’s Elevator Pitch: Hit growth goals by aligning sales and marketing Revenue Growth: Make sure engine is firing on all cylinders to reach goals What drives revenue growth? Net new customers, revenue per customer Realistic Revenue Growth: Cross sell to reach aggressive 100% sold goal Business to Business (B2B): Know ideal client to know ideal prospects Outbound Marketing Mindset: What to do to get on radar, engage ideal prospects Aggressive Metric: Aim for 100% coverage for net new, cross sell engagement Marketing Automation System: How many, when, where did prospects engage? Ambitious vs. Achievable: Gauge overpromising, under delivering, playing it safe Onboarding Process: First 100 days sets relationship status within community Fail Forward: Explain what/why it happened and factors involved to fix outcomes Key Performance Indicators (KPIs): How are they connected to revenue?   Links: Darrell Amy on LinkedIn Revenue Growth Engine HubSpot Mark Hunter Seth Godin’s Blog - Permission Marketing Never Lose a Customer Again by Joey Coleman Pablo Giacopelli on Facebook Ben Sailer on LinkedIn CoSchedule   Quotes from Darrell Amy: “I am passionate about helping companies hit their growth goals, specifically by aligning sales and marketing to achieve those goals.” “When sales and marketing are not aligned, it really slows everything down.” “You can drive a lot of revenue with an audience where you already have permission to communicate with them.” “One of the most important cylinders in your revenue growth engine is really considering the onboarding process.”

Nov 2

55 min 6 sec

How can content marketing and product marketing teams have different goals and responsibilities, but still work together to achieve incredible results and help their companies grow? Today’s guest is Yaag Ganesh from Avoma, a leading management, collaboration, and AI assistant platform. Yaag talks about how content and product marketing teams can best collaborate and work together toward shared objectives to drive top performance.   Some of the highlights of the show include: Roles and Responsibilities: Depends on size of organization Product Features: Ensure customer awareness and adoption Content Friction: Are you writing for the customer, prospect, or bot? Consequences: Content experience brings people closer or further from brand Brand Impact: What and whose problem are you solving? Seek and gain clarity Common Goals: Consider entire journey to fill in gaps, achieve cohesive results Team Sport: Speak same language to understand and align culture, purpose   Links: Yaag Ganesh on LinkedIn Yaag Ganesh’s Email Avoma The Juice HubSpot Ahrefs Semrush Salesforce Ben Sailer on LinkedIn CoSchedule   Quotes from Yaag Ganesh: “As the companies grow bigger and you start scaling each of those functions, I think product marketing tends to take ownership of how you execute the positioning side of things.” “It is still collective responsibility of both these teams to ensure that the communication -  anything that goes on the website - is aligned to what the company stands for.” “With every of these touchpoints, people are either coming towards your brand or they’re getting deflected away.” “Your products can change. The problems that you’re solving can change, but the fundamental belief system needs to be aligned.”

Oct 26

22 min 49 sec

Great content marketing can come from great storytelling. Who better to tell great stories than journalists? Marketers can learn from journalists how to create content that resonates with people through the power of storytelling.  Today’s guest is Ben Worthen, CEO of Message Lab, which combines journalism, data, and design to help organizations create content that resonates with real people. Ben discusses valuable insights for anyone interested in creating content that matters by combining journalistic storytelling techniques with data and design.   Some of the highlights of the show include: Marketers: Be skilled storytellers to reach out to people about what matters most Modern Marketing: Takes advantage of times when people don't want to buy Storytelling Problems: Why content marketers miss the mark with storytelling People’s Patience: Half of them leave content piece before the 15-second mark Journalists vs. Marketers: You don't have to be a journalist to tell a great story Empathy, Sympathy, and Authenticity: What readers need from marketers What’s the problem? People care about the experience, not a company’s product Listen and Learn: Take time to talk about ideas with others to get their opinions Storytelling Skills: Uplevel by knowing data, information to make better decisions   Links: Ben Worthen on LinkedIn Message Lab The Wall Street Journal Ben Sailer on LinkedIn CoSchedule   Quotes from Ben Worthen: “As there's so much choice about what you choose to pay attention to, what you don't want to pay attention to, when you want to pay attention to one thing, and when you get to pay attention to another, it's more important to be able to reach people with things that they care about.” “People are biologically programmed to want to pay attention to a good story. It's something that goes back to when we all lived in caves and sat around the fire.” “If you want to broaden your reach, if you want to have more influence, if you want to break out of a sales-only moment in time where you can have a meaningful interaction with someone, stories are the way to do it.” “When we think about the coolest experiences that we've had, they tend to be experiences that someone has created for us. Those are things that we tend to share with people.”

Oct 19

28 min 12 sec

Great work starts with great workflows. How do the best product marketing teams structure their workflows?  Today’s guest is Sergey Sundukovskiy, Co-Founder, CTO, and Chief Product Officer (CPO) at Salesmsg. Sergey talks about how to develop successful product marketing workflows and processes.   Some of the highlights of the show include: Why product marketers should document, structure defined workflows/processes SalesMsg: How company views product marketing and management all together Product Management Stages: Ideation, collaboration, construction, and transition Repeatability: Work is always the same; improves orchestration between parties Product Marketing Debt: Things are just simply going to eventually slow down Too many tools? Use depends on purpose and internal/external communication Accountability: CPO is responsible for templates documenting workflow/process Outcome/Result: Software adopted by existing customers should be measured   Links: Sergey Sundukovskiy on LinkedIn Sergey Sundukovskiy’s Email SalesMsg AMP 245: Developing Editorial Workflows and Content Creation Processes That Make Awesome Content Possible With Justin Zimmerman From Salesmsg InVision TryMyUI HubSpot Intercom Jira Asana ClickUp Confluence Ben Sailer on LinkedIn CoSchedule   Quotes from Sergey Sundukovskiy: “We look at product management in four stages. It’s the ideation, collaboration, construction, and transition.” “The improvement in repeatability as well as the work orchestration between multiple parties is always the same.” “At SalesMsg, product marketing is focused on existing customers, and marketing all together is focused on prospects and leads.” “Execution on the product marketing side becomes a competitive advantage.”

Oct 12

23 min 26 sec

For SaaS companies, onboarding emails help establish long-term relationships with customers to understand and effectively use software tools. Yet, onboarding processes and email copy are often overlooked. The best way to learn what customers need is to talk to them.  Today’s guest is Samar Owais, SaaS and eCommerce email expert. She talks about everything you need to know to make onboarding emails an effective part of your customer acquisition and retention strategy. Samar’s advice on how to talk to customers and identify their pain points can apply to any marketer.   Some of the highlights of the show include: Why are onboarding emails important? Shows how to use tool to solve problem Onboarding Emails: Take pressure off customer support and set expectations Biggest Mistakes: Don’t hide branding, create copy that starts conversations Map Email Journey: What is the purpose of an onboarding email sequence?   Links: Samar Owais Canva Linktree ActiveCampaign Ben Sailer on LinkedIn CoSchedule   Quotes from Samar Owais: “Until and unless your users are not using your app, it doesn't matter whether they're paying for it or not. You are failing at the one thing that you were set out to do, which is solve the problem.” “We need to onboard with retention in mind.” “Email is often used as a marketing tool, but it is a communication tool.” “Email journey is an entire ecosystem. For SaaS companies, you need to map out every customer touch point and then just focus on them.”

Oct 5

25 min 47 sec

Marketers struggle with the fear of focusing on the right things and doing things the wrong way. However, there are ways to use, gather, and apply data to get on the right path to generate a return.  Today’s guest is Carolyn Lowe, Founder and CEO at ROI Swift and author of Business Growth Do’s and Absolute Don’ts. Carolyn talks about how to use the right data to make the right decisions.   Some of the highlights of the show include: Paid Platforms: Amazon, Facebook make a profit and ad dollars go up in flames Margins for Error: Marketers have more leeway at big businesses hiring experts Isolation vs. Network: Compare performance to know if you’re missing something Self-Doubt: Lack of confidence can corrode team’s ability to be successful eCommerce/Marketing Strategy: Test, iterate, tweak to measure and manage Business Growth Book: Get basics right and scale core values for positive path Brands: How are you different? Break through noise to sell a story, sell a product Quantitative/Qualitative Research: Get to know your customer base via surveys Best Metrics: Prove what marketers are doing is working or not to be profitable   Links: Carolyn Lowe on LinkedIn ROI Swift Business Growth Do’s and Absolute Don’ts Dell Chewy Ben Sailer on LinkedIn CoSchedule   Quotes from Carolyn Lowe: “I like the idea of outsourcing the expertise when you’re small because you can’t know everything.” “When you’re always self-doubting, it’s really hard to move forward. We used to always say, ‘If you can measure it, you can manage it.’” “I’m all about test, iterate, and tweak.” “It starts and ends with the customer.”

Sep 28

28 min 12 sec

What do marketing leaders and teams need to know about gender equity in the workplace? Make it a priority to be a great communicator, highly effective, and flexible to drive change. Today’s guest is Ashley McManus, Senior Director of Global Marketing at Smart Eye. She is a tech startup marketing leader with extensive expertise in inbound marketing. Her thoughtful branding and organized approach to execution resulted in acquiring the tech startup, Affectiva. Ashley is able to break down challenges, come up with creative solutions, and drive results quickly within budget. She combines strategic thinking with tactical execution, analyzing problems, and identifying steps to results by being adaptive and resourceful. Also, Ashley designs strategies for tech companies to position them as industry thought leaders. She does this by deliberately creating high-quality content that resonates with their target audience and is in line with their vision.   Some of the highlights of the show include: Equity vs. Equality: What’s the difference and distinction between genders? Imbalances: Promote gender equality by empowering women to be equal COVID Impact: Why gender equity in the workplace is a concern for everyone Diversity of Views: Output isn’t as helpful when everyone looks/thinks same way Marketing Role: Customer targeting and company representation, reputation Positive Benefits and Negative Effects: People talk, culture misfits, and churn What can women do to get unstuck? Who do they talk to be hired and promoted? Gender equity from the ground up: Create inclusive hiring practices Simplify job requirements Don’t ask for salary history Candidates should meet diverse interview panel Build enabling human resources department Allow autonomy to be accountable (flexible hours, remote work, etc.) Give recognition, encourage visibility, and advocate for yourself   Links: Ashley McManus on LinkedIn Smart Eye Affectiva Glassdoor Slack Ben Sailer on LinkedIn CoSchedule   Quotes from Ashley McManus: “Equality between men and women, it doesn’t mean that men and women have to become the same. But it’s just that their rights, responsibilities, opportunities, they don’t depend on whether they are born male or female.” “Gender equity - that means fairness. Fairness of treatment for men and women according to their respective needs.” “Equity really leads to equality.” “Women are responsible for, I think, 70 to 80 percent of customer purchasing.”

Sep 21

42 min 21 sec

It’s smart to organize content when you have a core piece of pillar content linked to several smaller pieces covering sub-topics around your main topic. Also, it’s about knowing what to include in a topic cluster and how to organize information within a hub-and-spoke content model. Today’s guest is Skyler Reeves from Ardent Growth, a content intelligence consultancy. Building out topic clusters can be expensive, especially when mistakes are made. How much time and resources does it take to produce multiple pieces to make something like the hub-and-spoke model work the first time around?   Some of the highlights of the show include: How to use content intelligence to create better topic clusters Content Intelligence: Intersection between content strategy, business intelligence Marketers should care about topic modeling when building topic clusters Tedious Topic Process: Takes time if marketers don’t start with parent keywords Content Value: Where should marketers prioritize things to get the most value? Budget: Two ways to do things—do them right or do them again Data and Decisions: Go with gut feeling and/or accurate data to make decisions Current Constraints: Does business need more awareness? Sales material? Tools: There’s things they can't do that you want them to do, so create your own Conversion Data: Where it is going to take a minimal amount of effort to get ROI Problems: Avoid wasting time, energy, and budget by creating a bunch of content   Links: Skyler Reeves on LinkedIn Skyler Reeves on Twitter Ardent Growth Traffic Think Tank - Slack Community Superpath by Jimmy Daly from Animalz HubSpot Ahrefs ActiveCampaign QuickBooks Xero Keyword Insights SE Ranking Semrush Moz Keyword Cupid Mailchimp Constant Contact Ben Sailer on LinkedIn CoSchedule   Quotes from Skyler Reeves: “Something we're constantly trying to do is figure out ways to simplify things for everyone with the way they do their work, so they can get it done faster and more accurately.” “We want to know about the content before we actually go to make those decisions. You can think of it as a precursor or an overarching theme to content strategy and content marketing.” “How do you know what the perfect hub is? How do you know when something needs to be part of hub A or part of hub B, especially when you're trying to rank these things on search engines?” “One of the easiest, quick ways to solve cannibalization without having to rely on your gut - just go look at what Google's telling you.”

Sep 14

28 min 51 sec

Chief marketing officers (CMOs) typically only stay with a company for only 24-25 months. That type of turnover at the top level of marketing departments is not good for marketers in leadership roles or with leadership aspirations.   Today’s guest is Mark Donnigan, a marketing consultant. He talks about why CMOs need to think more like business strategists to better connect where marketing fits into the big picture within your organization rather than thinking about marketing as a set of tactics that are separate from what the rest of the business is doing.   Some of the highlights of the show include: Why marketing leaders need to understand the business objectives Gartner: Average buyer over 50% through buying journey before making contact MBA Playbook: Where CMOs go wrong by following a concrete buying cycle Solution: Spend time with CEO to connect with company’s strategy and revenue Attribution: Avoid ROI issues by shifting from cost center to revenue perspective Pitfalls: When marketing leaders focus more on building, not understanding skills No Excuses: Marketing leaders need to be business-aware, business-oriented   Links: Mark Donnigan - Growth Stage Marketing Mark Donnigan on LinkedIn Category Design Presentation Founders Marketing Playbook Presentation Gartner Global Research and Advisory Company Play Bigger by Christopher Lochhead The Qualified Sales Leader by John McMahon HubSpot Ben Sailer on LinkedIn CoSchedule   Quotes from Mark Donnigan: “No longer is it sufficient in today’s fragmented buyer journey to just basically build your whole program around a nice funnel.” “The average B2B buyer was...over 50% of the way through their buying journey before they even contacted the first vendor.” “You have the marketing tools to execute. There’s no need to go to another marketing seminar, another martech seminar. Instead, spend time with the CEO.” “To be able to contribute in a sales meeting, you better know about the business.”

Sep 7

55 min 21 sec

How well do most CMOs know their CIO or IT director? Not as well as they should. It’s important for marketers to build strong relationships with their technical teams to achieve marketing success. Today’s guest is Theresa O’Neil, CMO of Zylo, a SaaS management platform. She talks about what and why CMOs and marketing leaders need to navigate side by side with IT to get the most from their technology, to make sure they're not bleeding their martech stack budget, and to ensure that they're collectively driving the most ROI possible.   Some of the highlights of the show include: Marketers: Use the right tools to get the right jobs done for the right people How many SaaS applications does the average company purchase? A lot How many of those SaaS applications are not actually being used? A lot Marketing creates pipelines so sales can close deals and generate revenue Win-Win: Marketing and IT team up to make people happy, effective, productive Shadow IT: Marketing and IT collaborate and crowdsource selected software Goals and Objectives: How to build a bridge between marketing and IT Technology is great when it works, but who fixes the problem when it doesn’t? IT Maintain and grow lifecycle mentality by putting technology, processes in place   Links: Theresa O’Neil on LinkedIn Zylo Coupa Ben Sailer on LinkedIn CoSchedule   Quotes from Theresa O’Neil: “In marketing, to do a great job, you need the right tools, and it's never been more important than it is now.” “The average company has over 600 SaaS applications. Most of them, IT doesn't know about.” “38% of licenses go unused every month. Just think about it. If you could reclaim 38% of your tech budget, for a marketer, that could absolutely be found money that you could use for a new initiative, or program, or something else that can really help you meet your goals.” “By partnering together and making those employees happy and productive, you're also making sure you're not wasting budget.”

Aug 31

23 min 35 sec

What does email automation look like, how does it work, and what are its benefits? Discover how to grow, scale, and mature by owning and not making the same mistakes. Today’s guest is Jeremiah Utecht, Lead on Marketing Automation and Business Intelligence at CoSchedule. He takes the mystery out of marketing automation and makes it work.   Some of the highlights of the show include: Jeremiah’s Role: Build, maintain, and refine CoSchedule’s email marketing CoSchedule’s Mission: Send the right email to the right person at the right time Happy Anniversary! Marketing automation message triggered by attribute/context Marketing Automation Internally: Means most relevant content at relevant time Successful Multi-Channels: Website customization and email for CoSchedule Clever or sophisticated? Trial-and-error process for practices/platforms that work Automation Attributes: Anything is possible with simple and flexible forms Oops! Emails: Marketing automation at scale is an incredibly unforgiving practice Communication and Confidence: Freeze, validate, test, isolate, fix error, move on Data Manipulation: Start small, create email list, and capitalize on investment Benefits: Marketing automation is data driven, use tools to try and test emails   Links: Jeremiah Utecht on LinkedIn MailChimp Ben Sailer on LinkedIn CoSchedule   Quotes from Jeremiah Utecht: “Marketing automation at CoSchedule seeks to always send the right email to the right person at the right time.” “The irony of my job is that it’s more about not sending certain emails and saying, ‘No,’ a lot than it is actually blasting things out.” “Marketing automation is triggering marketing content messaging based on an attribute, a context.” “As a rule, being super clever almost always blows up in your face.”

Aug 24

37 min 2 sec

Do you create great content for an awesome business but still find it challenging to be found on the internet? Building relationships with the right partners can build your audience by getting in front of the audiences of others. Today’s guest is Brett McGrath, Vice President of Marketing at The Juice, a content distribution platform for B2B content. It’s like Spotify, but for business content. Brett shares how to develop content partnerships to launch ambitious new companies.   Some of the highlights of the show include: Content Collaboration: Takes time and effort to work the correct way Priority #1: Meet people and have conversations with them Learn Two Things: If marketing messages resonate, what’s on marketers’ minds Podcast: Having a show helps build partnerships and talk about passion projects Mutual Benefits: Build relationships to create, present, share, and add value Mindset and Philosophy: Launch product and company with people Biggest Win: Streamlining content process to create content with social proof Where to Meet/What to Say: Be comfortable and confident in social communities Podcast Practice: Ask questions, facilitate feedback, and promote people/brands   Links: Brett McGrath on Twitter Brett McGrath on LinkedIn The Juice The 3C Podcast: Curating Content Creators Leah Friedman from Guru Jimmy Daly from Superpath Ben Sailer on LinkedIn CoSchedule   Quotes from Brett McGrath: “When I joined The Juice, priority #1 was meet people and just have conversations.” “Reach out to people and do it in a way that is authentic and natural in building partnerships.” “We, as B2B marketers, need to move away from me-centered marketing or marketing for our own KPIs and our metrics or what our bosses want.” “Find the places where people want to go and learn and are like-minded and find ways to engage.”

Aug 17

35 min 49 sec

Marketers understand the value of search engine optimization (SEO), but they need to clearly communicate why it matters to get buy-in from executives, stakeholders, and clients. Today’s guest is Eli Schwartz, a consultant and growth advisor. Also, he is the author of Product-Led SEO, a new book that describes how to communicate the value of SEO and think strategically and philosophically about SEO to be successful.   Some of the highlights of the show include: What motivated Eli to write the book? Explain to leaders how to do SEO sensibly Sweet Spot: Start SEO when spending at least $1-2 million on paid marketing Disparity: How much is your company spending on paid marketing versus SEO? Big Problem: SEO blackboxes things and mystifies it intentionally with metrics Metrics vs. Outcomes: SEO is about speaking the same language, not keywords Big Budget: Put money in to produce content, create product, and make a profit Big Consequence: Prioritize SEO or continue to fall behind business competitors SEO Do’s and Don’ts: Focus on content but not allocate enough resources Monetary Value: Clearly communicate what you need and why to impact ROI SEO Standpoint: Create content from a product perspective for user engagement Priorities: Base SEO on users, not search volume/traffic, to get biggest benefits Leaders don't need to understand SEO, but they need to know the outcomes Recipe for Success/Failure: Create product, product flops, and ideas don’t work   Links: Eli Schwartz on LinkedIn Eli Schwartz’s Website Eli Schwartz on Twitter Product-Led SEO SurveyMonkey Ahrefs Ben Sailer on LinkedIn CoSchedule   Quotes from Eli Schwartz: “I am a huge fan of not creating any sort of content unless you know that there are users that will consume it, it makes sense for users, and it will end up converting.” “If you don't do SEO, then your competitors move ahead of you. If you don't do the right SEO, you just lose your entire investment. But that's not the way most people think of it.” “Social media is a little bit lower in the funnel. I think paid marketing is at the bottom of the funnel. Brand marketing is potentially higher in the funnel than SEO. Make them all work together and that's where SEO will be the most profitable.” “They don't need to understand how SEO works. What they do need to understand are the outcomes, and the work that's going to be done, and of course, the investment that's going to be made.”

Aug 10

35 min 10 sec

Too much marketing is based on guesses not backed by data. Paid tactics, like pay-per-click (PPC) and social media advertising, can burn through your budget when guesses are wrong. How can you use data to make marketing more predictable to forecast performance and adjust to shifts in trends to increase your ROI? Today’s guest is John Readman from BOSCO, a digital analytics and predictive modeling platform for retailers and eCommerce companies. He discusses what it takes for predictable marketing to be successful. It involves understanding historical data, performance, and trends across a client's channels.   Some of the highlights of the show include: What is predictable marketing? Getting all data in one place on an ongoing basis Why should marketers make decisions driven by data, not gut instinct/intuition? Data and Decisions: Depend on volume, understanding data to base decisions Challenges: Digital marketing data is used to scale ROI in one particular channel COVID Comparisons: Causal effect of supply and demand during the pandemic BOSCO: Helps marketers predict future w/ machine learning, Bayesian statistics Out-of-Date Numbers: Forecasting runs scenarios, planning, and model analysis Different Data Sources: Connect platforms to quickly predict what could be done Wasted Budget? Run and identify data models that are hugely, scarily accurate Two Key Metrics: Cost per acquisition and understanding that by channel Clients/Conversations: People make decisions emotionally, justify them with data Control: People get nervous about not doing things the traditional way Predictive Analytics Platform/Practice: Get buy-in by leading conversation with potential results, starting small, and using data to quantify progress and success   Links: John Readman on LinkedIn BOSCO Ben Sailer on LinkedIn CoSchedule   Quotes from John Readman: “If we've got the right data in the right format, and we understand what is going on around certain targets, what makes it predictable is understanding the metrics and the outputs we are trying to achieve.” “Fundamentally, why do people need to make data-driven decisions to really explain where they're spending their money, where are they getting their ROI, and then how can they scale it?” “It all starts with getting all your data organized in one place, then looking at what I am willing to pay to acquire a customer, and then maybe looking at customer lifetime value.” “The thing to stand out will be a better proposition, a better product, and a better promotion, which is sort of the traditional marketing going around in a full circle.”

Aug 3

42 min 36 sec

Great content doesn't happen by accident. It's usually a byproduct of refined processes that help teams work together efficiently and effectively. However, planning editorial workflows and implementing content creation processes can be challenging. Today’s guest is Justin Zimmerman from Salesmsg. Justin talks about how marketing teams can develop and implement editorial workflows and content creation processes to create better content.   Some of the highlights of the show include: Creative Control: Why marketers should create editorial workflows for content Four Cs: Collaboration, connection, creative control, and compensation Flow State: Focus on the process and the results will show up Neurological Map: Goal in world of workflow is to align teams for higher purpose State of Enjoyment: You have 3 places you live—work, home, and inside yourself Start Right: Avoid potential pitfalls, pain by having workflow process for outcomes Lessons Learned: Listen and do something to not repeat the same mistakes Continually Improve: You can't have a sense of progress without a process Content Team Roles: At minimum—a writer, designer, and project manager CoSchedule: Tool that separates chaos from clarity Person at the Helm: Make sure work gets done, but it doesn’t mean you do it Four Ps: Purpose, people, process, and product Context Switch: Too many tools, channels, and notifications lead to distraction Complicated vs. Simple: Basic elements of workflow/work management process Mistakes Made: Start small, take it slow; workflows are change and require change management   Links: Justin Zimmerman on LinkedIn Salesmsg Maslow’s Hierarchy of Needs Scrum Don't Make Me Think by Steve Krug Jira Slack The Big Lebowski E. Deming Ben Sailer on LinkedIn CoSchedule   Quotes from Justin Zimmerman: “Self-reflection and experience really allow me to look at the word process not as a dirty word, but as a way to align teams.” “Flow state is, I think, the ultimate outcome of teams working together towards a common goal and feeling that sense of higher purpose.” “I think words matter because they give an indication of the actions that follow them.” “Workflow is the way that connects where we are today with the progress and results that we want.”

Jul 27

40 min 51 sec

Do you believe in the power of personal video in video outreach or do you remain skeptical? If a pitch for something isn’t interesting on its own, how will a video that takes longer to watch than reading a simple email grab your attention and sway your opinion? Today’s guest is David Jay, founder of Warm Welcome, a personal video platform. Discover the value of video, how video can be used, and its full potential by making business communication that scales and creates personal conversations and human connections.   Some of the highlights of the show include: Use Cases: Supercharge outreach, make website welcoming, improve onboarding flows, lead generation, and sales Videos: Personalized versus personal - David describes the differences Do’s/Don’ts: How to make a video worth watching to solve someone’s problem Mindset: Business is built on trust, and trust is built through relationships Instant Video Connection: Talk to humans - nobody wants to talk to chatbots Emotion or Information? People buy and sell things online to other people Improve ROI: Measure and track customers’ loyalty, evangelism, engagement   Links: Warm Welcome Ben Sailer on LinkedIn CoSchedule   Quotes from David Jay: “Video can be personalized or it can just be personal. There’s kind of different directions you can go with it.” “There's a lot of ways to use video in our business.” “The first thing not to do is don’t think of it selfishly. Don’t think of it as a way to get what you want. Every sales and marketer, we’re guilty of this.” “I think business is built on trust, and trust is built through relationships.”

Jul 20

32 min 52 sec

Audience growth - whether in the context of social media followers, email list, podcast listeners, or YouTube subscribers - whatever the case may be, it's easy to believe that more is always better. Today’s guest is Matt Johnson, author of MicroFamous: Become Famously Influential to the Right People. Also, Matt is the founder of a podcast PR agency, Pursuing Results, and host of the MicroFamous podcast. He talks about how to be micro-famous with the right people and learn to grow as an influencer within a given niche.   Some of the highlights of the show include: MicroFamous: Be famously influential, but not to everyone, just the right people Focused Approach: Reorient strategy to grow smaller but better following Benefits: Expect to drive better results by attracting just the right people What People Want: To working with the #1 name that solve their problems Who’s the right person? Until you know, you don't know what content to create Audiences want clarity and focus; put content into the world without shouting Wave of the Future: Know who to talk to, identify correct niche to focus on Who are the right people? The most valuable, open-minded, and influential First or Only: Uncover clear, compelling idea that appeals to a given audience Three Stages of Influence: Get seen, get noticed, and get known Practice What You Preach: Share what you do, be featured, build name for self   Links: MicroFamous Pursuing Results MicroFamous Podcast Gary Vaynerchuk Ryan Deiss at Traffic & Conversion Tim Ferriss Marc Benioff of Salesforce Tony Robbins Ben Sailer on LinkedIn CoSchedule   Quotes from Matt Johnson: “When I go to an industry conference, it's full of my ideal people. I absolutely want everybody there to know who I am. That's really what it means to be MicroFamous.” “If you're not number one, you're facing an uphill battle.” “You want to be famously influential, but not to everyone, just to the exact right people.” “The thing that generated sales was delivering the exact right content that the right people cared deeply about and it resonated with them.”

Jul 13

30 min 54 sec

If you have a podcast, are you repurposing your content assets across other channels and formats? If not, then you are missing out on opportunities to reach potential listeners and customers.  Today’s guest is Holly Pels, Vice President of Marketing at Casted – a podcast platform for B2B marketers. Holly talks about how and why marketers should turn their podcast into a content creation engine to drive return on investment (ROI).   Some of the highlights of the show include: How and why marketers shouldn’t struggle to make the most of their assets How to turn things around to better distribute podcast content Benefits of sharing and repurposing podcast assets across platforms/channels Why marketers should pay attention to podcasting as a channel to use right now Experts at everything? Marketers are expert storytellers, not always SMEs Marketers fail to maximize assets by creating silos, producing one-off episodes Missed Opportunity: Plan to repurpose richer, better, and engaging content Repurpose/Repromote: Makes things easier, engaging, saves time, offers insight Getting Started: Embed player on blog and website Create certain amount of evergreen social assets Schedule blog posts to highlight podcast content Pull key information rather than listening to full episode   Links: Holly Pels on LinkedIn Casted OpenView Lumavate Ben Sailer on LinkedIn CoSchedule   Quotes from Holly Pels: “Podcasting is a channel that is very authentic. It’s two people having a conversation versus what a brand necessarily wants you to hear.” “Content planning is really important when it comes to podcasting, but this is much richer, better, engaging content than anything.” “Traffic is great but conversion is better.” “If it seems to be resonating with our audience, we want to make sure that we’re giving them more.”

Jul 6

25 min 56 sec

Old school press releases never get much hype. Usually, they are not interesting to write or read. Smart marketers and PR professionals know that well-written press releases are crucial to land press coverage and influencer relationships that build brand awareness and establish companies as the authority in their niche. Today’s guest is Mickie Kennedy from eReleases, a press release distribution company. Mickie discusses how to get press releases right to get coverage from even the biggest media outlets.   Some of the highlights of the show include: Why have press releases as part of a successful marketing strategy? Leverage Strategic/Smart: Craft your news/announcements to do well with press releases Same Message: Safe press releases or contrarian quotes are reasons for failure Justify Expense: Press releases take time and money to reach their full potential People respond to surveys/polls; include odd questions to be picked up by press Newsworthy Criteria: When’s the right time to write and send a press release? Industry Coverage: Local media is most accessible and easiest media to get Improve Odds: Share press release with many people for implied endorsements Positive impact? Press releases are worst marketing tool to measure ROI metrics   Links: Mickie Kennedy on LinkedIn eReleases Free Master Class: How to Build a PR Campaign Designed to Get Massive Media Coverage Shark Tank Show SurveyMonkey Google Forms Ben Sailer on LinkedIn CoSchedule   Quotes from Mickie Kennedy: “That leverage, you just can’t capture elsewhere in marketing. That’s the fun thing that you sit back and watch. When it works, it works well.” “If you can be strategic with what you’re announcing and sort of craft your own news, you can really get out there and do really well with press releases.” “I love working with startups. About a third of the people that go on Shark Tank use eReleases to announce their segment coming up when it airs.” “Press releases are the worst marketing tool because it’s hard as heck to measure the ROI.”

Jun 29

37 min 23 sec

Brands are churning out more content now than ever before. Even though companies are paying more money to create more content to compete in a more crowded space, sometimes content falls flat and does not perform. The content doesn’t build business or drive results, rankings, or traffic. Is it time to prioritize quality over quantity? Today’s guest is Gaetano DiNardi from Nextiva, a Voice over Internet Protocol (VoIP) software company. Gaetano talks about what can go wrong from publishing too much content without a strategy. He discusses how to balance content quality with content quantity based on personal and professional experience.   Some of the highlights of the show include: Marketing Mistakes: Brands can’t buy ads to become a famous brand Common Content Problems: Companies don’t think about distribution Lacks subject matter expertise and authoritativeness Compounding Effects: Time, money, and effort spent on quantity over quality Content Cleanup: Audit current content to create new optimized, quality content Content Considerations: Is the content good or not? Does the content produce leads and signups? Does the content educate and inform audiences? Is content measured to evaluate effectiveness and engagement? Content Creation Process and Less is More Strategy: Search Google for every topic before producing content Compare rankings to create better quality, higher relevance, more value Develop cornerstone pillars of content and associated pages to get results   Links: Gaetano DiNardi on LinkedIn Nextiva Monday.com Backlinko Rand Fishkin Salesforce HubSpot Ahrefs Gong NerdWallet Single Grain Leveling Up by Eric Siu Marketing Examples Saltbae Dave Ramsey John Barrows Peter Schiff Ben Sailer on LinkedIn CoSchedule   Quotes from Gaetano DiNardi: “Companies don’t think about distribution. They just produce.” “Most content actually lacks expertise, authoritativeness, and it doesn’t always seem like it’s coming from a subject matter expert because oftentimes, it’s not.” “All this quantity, you have to keep maintaining it, and you have to keep it up to date.” “These are assets that never die. They live forever if they are good quality.”

Jun 22

50 min 14 sec

The marketing industry is full of talented people who come from all kinds of educational and professional backgrounds. If you want to get into the industry, but you don’t have a directly relevant college degree or previous work experience, how do you break into marketing to succeed? Today’s guest is Melissa Berrios from Melissa Berrios Consulting and Virtualmente Libre, where she helps consult six- and seven-figure entrepreneurs on how to grow their brands and audiences. Before being a marketing consultant, Melissa spent 13 years as a project engineer.   Some of the highlights of the show include: Unplanned Accident: How Melissa pivoted from engineering to marketing Corporate Roles: Engineers who climb the corporate ladder lose creativity Creative Outlets: Melissa got bit by the online world bug and started blogging Content Creation: How to run, manage, market, and promote blogs Decision Time: Severe depression forced Melissa to take time off and not return What can I do? Continue to blog and help clients grow blogs, brands, businesses Education: Melissa taught and coached herself marketing to coach clients Mindset and Skillset: Engineers are problem-solvers and figure things out Customer Service Skills: Marketers need to understand people, as well Feel like an imposter? If you are passionate about something, start to pivot   Links: Melissa Berrios Consulting Melissa Berrios on LinkedIn Unstoppable by Kelly Roach Ben Sailer on LinkedIn CoSchedule   Quotes from Melissa Berrios: “I’ve always been a very creative person growing up and even when I was in engineering school, I was involved in a lot of the arts.” “Working in engineering is something, it could be really a creative job, which it’s fine. But as you climb the corporate ladder and you climb into more of a management role, more of a corporate role, you lose that creativity aspect of engineering.” “I was creating a lot of content, so content creation was very strong. I became very strong at it just because blogging required me to edit video, create graphics, and do all that stuff. I became really passionate about it.” “If you really want to pivot and do something that you are really passionate about, you need to start.”

Jun 15

26 min 55 sec

Traditional public relations (PR) is still one of the most powerful and cost-effective tactics that brands use to get attention and build a business. It may not be the latest and greatest shiny object to chase after, but it is a proven and time-tested option. Today’s guest is Megan Bennett, CEO of Light Years Ahead. She focuses on managing clients and exceeding their expectations. Megan has helped all kinds of clients get press coverage and measure effectiveness connected to sales and revenue.   Some of the highlights of the show include: Why do PR and media relations still matter? Best bang for marketing buck Why should you invest in such tactics? Puts product, brand, message into media Challenges: Self-promoting companies and cutting through competition clutter Affiliate Program: Incentivize the media to cover your brand, make a commission How do you find writers/editors who care? Stay in touch and stay current PR Promise: Megan can't guarantee ROI, but can guarantee brand awareness Case Study: How KC Cattle Company’s Wigya hot dog broke the Internet Don't have money to hire PR agency? Know your audience, subscribe to service Next Thing To Do: Write a really good email pitch with compelling subject line Maturing Media Relations: Reach Out and don’t take ‘no’ for an answer Scrubbing Lists: Target right reporters/editors by beat, geography - Google them Be persistent, not annoying or repeatedly pester people who aren’t a good target Keep pushing and sending pitches for more coverage from relevant targets How to write a pitch: Identify story and angle, then tailor it to your media contact PR Pressure: If hiring an agency, consider chemistry and feeling comfortable   Links: Megan Bennett on LinkedIn Light Years Ahead KC Cattle Company Wagyu Bacon Cheeseburger Bratwursts Have Arrived, and They're a Revelation Muck Rack Meltwater Cision Ben Sailer on LinkedIn CoSchedule   Quotes from Megan Bennett: “Once you get one good media hit, it helps to build brand awareness, so that consumers know about you.” “You have to find a way to make your brand stand out from the rest when you're telling a story to the media.” “Keep shopping around until you find people that you feel are really going to be passionate about your brand and want to help grow with you, not just take your money.” “Find ways to spread the word because that’s what’s going to give your brand the credibility to move forward is the public relations and the media reviews.”

Jun 8

36 min 51 sec

How can marketers leverage social media to influence search engine optimization (SEO) and boost their content? Social media does and does not influence organic search performance for content. Today’s guest is Dmitry Dragilev is a public relations (PR) and SEO expert from Criminally Prolific. Dmitry talks about what he knows based on what Google does, what works in the industry, and what works for himself and his clients. He describes how to leverage social media to drive short- and long-term SEO gains and amplify your content through channels.    Some of the highlights of the show include: Remember: Social signals are not used by Google for ranking purposes Why? Too much volume/information to go through; Google can’t index everything What ranks? Getting your brand reputation and recognition on social media Google indexes social media content when assets are used to share information Simple Idea: Get people to share content w/ other people to find and link to it No Shortcuts: Google always keeps quality content at the top of search results Relationship Building: Help people bring value to people, then they will help you Two Things: To rank on Google, your need epic content with links and traffic   Links: Dmitry Dragilev on LinkedIn Dmitry Dragilev on Twitter Criminally Prolific PR That Converts Course StoreYa Best Alternative to WordStream Nextiva - Most Reliable VoIP Provider? Matt Cutts Matthew Woodward - Unhealthiest Foods Inspiyr How Many Users Does Clubhouse Have? 40+ Clubhouse Stats HubSpot Andrew Warner Nigel Stevens Google Page Insights Ahrefs How To Drive 10x More Traffic With This SEO Technique From Brian Dean Of Backlinko [AMP082] Ben Sailer on LinkedIn CoSchedule   Quotes from Dmitry Dragilev: “Social signals are not used by Google for ranking purposes. I think that's really important to remember. If you are trying to think about that or trying to rank that Google will not use those social signals to rank you.” “Your brand reputation, your brand recognition, and getting that out there via social media do indirectly impact your rankings.” “Those assets, which are going to be linked to from many different pages, many different sites, and used in all these different posts, that's where I think the gold mine really lies with sharing information on social that people can use in all sorts of different avenues.” “The name of the game should be spending time and money to create quality, engaging content. I think that is worth every penny. Whether it works well on social media or organically, it should probably be both.”

Jun 1

37 min 11 sec

Are you frustrated being on an in-house marketing team working with external agencies? And vice versa? Client and agency relationships can turn sour for several different reasons, such as unreasonable expectations, misaligned objectives, overselling capabilities, or poor communication of needs. Today’s guest is Tyler Elliston, founder of Right Side Up. Tyler talks about how his company is structured to set up client relationships for mutual success using basic philosophical and strategic approaches. Actual measures and practical guidance can prevent and avoid problems from starting in the first place.    Some of the highlights of the show include: Right Side Up: What goes wrong and what should be done Both Sides: Tyler was a marketer and one of those difficult clients to work with Differentiators: Pricing, in-house staffing support, and indexing individual talent Wrong Workarounds: Use agencies as transactional vendors, hire/fire managers Control and Commitment: Lack of ownership mentality and product/market fit Radical Transparency: Figuring out frustration and honest about what’s needed Challenges: Starting business and building systems without sacrificing quality Solution: Hire great people to help solve problems and scale business Structure: If not aligned with client’s desires/interests, it’s not the individual’s fault Customer Satisfaction: Apply client mindset and treat business as if it’s your own Difficult to deal with? Apply high standards Set clear expectations Deliver on and strive to exceed them Treat people like people   Links: Tyler Elliston on LinkedIn Right Side Up Ben Sailer on LinkedIn CoSchedule   Quotes from Tyler Elliston: “Ultimately, our goal is to help them build a best-in-class organization that consists of full-time people, agencies (not us - Right Side Up), whatever sort of makes sense for their business. So, we try to take a more kind of holistic approach to their success.” “We really index on individual talent. We really believe that great marketing comes from great marketers.” “I felt like I had relatively little control over the talent I was working with.” “In a lot of cases, the problem is not the person. A lot of times, the problem is the structure that the person is in.”

May 25

28 min 59 sec

Diversity, equity, and inclusion, or the ‘DEI’ initiatives, have received increased attention for a wide variety of reasons. How and why should marketing leaders and teams implement effective DEI programs and strategies? The consequences for not understanding what DEI means does matter. Today’s guest is Jimi Vaughn, a DEI consultant and expert. He talks about making a case for DEI by aiming for both the head and the heart of organizations’ decision makers and internal stakeholders.   Some of the highlights of the show include: DEI: Diversity is state of things; Equity is fair treatment; Inclusion is belonging DEI Strategy: Communication and connecting with audience about business Bottom Line: Understand the $3.9-trillion buying power of minority groups Dismissing DEI: Incorrect belief of discrimination, exclusion is hatred, intention Default Assumption: Everyone’s norm is the same or close enough to yours Reality: We’re more alike than different, but we still have significant differences Decisions: Embrace, celebrate, recognize, understand, and realize impact Cultural Values: Who and how we value different people in different stages of life Resistant to change? Start the conversation to build a fact-based case Starting Steps for DEI Strategy: Look internally at team to determine if and why perspectives are missing Listen and engage by cultivating collaborative environment to contribute Tie actions back to purpose and know the why to make better choices Establish key performance indicators, benchmarks to measure success Cancel Culture: Hold people accountable Audience demands better Recognize buying power Key analytics tell a story Utilize feedback and evidence   Links: Jimi Vaughn on Instagram Ben Sailer on LinkedIn CoSchedule   Quotes from Jimi Vaughn: “When I talk about diversity, I’m really referencing the traits and characteristics that makes us all unique.” “Equity is really about fair treatment, where equality is about the same treatment. Sometimes, equality isn’t necessarily fair.” “I do believe that there’s an ethical responsibility for organizations and marketers and basically any business to be thinking about these types of things.” “It would be foolish to not understand the buying power of minority groups.”

May 18

39 min 24 sec

How can smaller companies compete against bigger businesses? Agile marketing is a methodology that helps companies work more efficiently and effectively to produce better outcomes. Today’s guest is Andrea Fryrear from AgileSherpas, an agile marketing consultancy. Andrea talks about how companies can leverage limited resources the right way by having a plan and path to follow and drive outsized outcomes.   Some of the highlights of the show include: What is agile marketing? Focus on ideal customers to get value to them faster Key Benefits: Customer centricity and niche down for market share Starting Point: Get back to basics to identify and prioritize high-value work Dynamic Visibility: Take time to figure out and manage what’s important or not Disciplined Process: Set work-in-progress limits to avoid shiny object syndrome Generate Results: Get more done by doing less to accomplish goals Baseline: Implement agile to measure process improvements, marketing metrics Potential Problems: Lack of understanding, misconceptions of agility + marketing   Links: Andrea Fryrear on LinkedIn AgileSherpas 4th Annual State of Agile Marketing Report Spotify American Psychological Association Ben Sailer on LinkedIn CoSchedule   Quotes from Andrea Fryrear: “If it’s not getting you anywhere, then that speed is just waste. It’s wasted energy.” “Agile does all of its optimization and its speed and its waste reduction to deliver value to a customer faster.” “What do we need in order to effectively identify the high-value work and prioritize the high-value work? We need to know everything that’s out there. Everything we are doing compared with everything we could be doing.” “Agile is meant to apply holistically across all the work that a team does.”

May 11

26 min 7 sec

Are you a hiring manager responsible for building a marketing team? An internship program should not be an afterthought. Take the time to select candidates and support interns effectively to be productive team members and get a good start on their career. Today’s guest is Owen Piehl, CoSchedule intern, who shares insights about how to get an internship for a specific role with limited experience. Owen talks about what college students and hiring managers need to know to make marketing internships successful.   Some of the highlights of the show include: Why CoSchedule? Company’s marketing mission, culture, values, and content Company Research: Is it what you want to do? Submit application, interview prep Skills: Highlight strengths, not weaknesses to workaround lack of experience Other Opportunities: Networking led to Congress and newspaper connections High Standards: Learn to accept edits and feedback; don’t take it personally Fear of Failure: Believe in abilities/skills and go for things to make them happen Right Decision: Do what’s right, build trust, allow room to make mistakes, grow Onboarding: Broad overview to gain understanding of role and responsibilities   Links: Owen Piehl on LinkedIn Ben Sailer on LinkedIn CoSchedule   Quotes: “I started out as the social media intern. That’s what I got hired on as with little social media experience, I might add, and then now I’ve made the transfer over to the content editor intern.” Owen Piehl “I was looking for something where I could get into marketing a little bit, learn a little more about just how marketing teams work. As I was researching, I saw a few openings for CoSchedule, and I did some research on the company.” Owen Piehl “(Owen) You chose to focus on how your skills fit the role, rather than how your experience fit the description.” Ben Sailer “Ask yourself what skills you have right now that might transfer. Combine that with a dedication to never stop learning, and you just might surprise yourself with what you can achieve.” Ben Sailer “One thing I really appreciate about CoSchedule is it’s very results oriented.” Owen Piehl

May 4

36 min 33 sec

Data and thought leadership are two things that work better together, especially in public relations and content marketing. Today’s guest is Amy Littleton, Executive Vice President of Public Relations and Content at KemperLesnik. Amy talks about how to make thought leadership more accurate and authoritative to land massive PR wins. She knows what it takes to use data-backed insights to tell stories that earn media attention.   Some of the highlights of the show include: Thought Leadership: Common reasons it fails and doesn’t produce results Good and Bad News: Search for and find information that is right, not wrong Authenticity and Credibility: Marketing agenda vs. thoughtful data-driven advisory Proof Points: Always better to have examples and information you need to know Research Resources: Surveys are simple to complex and everything in between Content Length: Consumed on multiple channels, equipment, and platforms Curiosity: Gives info to get customers to care, explore new things, drive results Inputs In/Out: Fill your brain to produce better ideas and make better decisions   Links: Amy Littleton on LinkedIn KemperLesnik LinkedIn Polls SurveyMonkey Omnibus Survey The Harris Poll Ben Sailer on LinkedIn CoSchedule   Quotes from Amy Littleton: “Even the way that we search for news and information in our personal lives, in business, you’re looking for news and information, and you can get that from multiple sources.” “The first thing you would do is lose trust with your audience if you put out crappy content. You’re not going to get people to want to come back to you for information if the information you put out is really a marketing piece disguised as thought leadership.” “Data can come from anywhere. I think your own curated data, third-party data, information that you’ve found that is already publicly available, and any combination of that, can help you to inform a thought leadership piece.” “It’s about credibility. You want your piece to have credibility.”

Apr 27

29 min 8 sec

How ethical is your marketing practice? Imagine describing your job to your best non-marketing friend. What’s your response if they think your work is ethically gray or morally suspect? Today’s guest is Robin Cangie from The Empowered Freelancer. Robin talks about how to do work that’s radically effective and ethical, where marketers avoid ethical shortcuts by focusing on work that is genuinely helpful for leads, prospects, and customers.    Some of the highlights of the show include: The Empowered Freelancer: Real, raw talk about being self-employed Radically Ethical Marketing: Honesty, transparency, and genuine helpfulness What isn’t radically ethical? Retargeting ads without permission from customers Copy designed to deceive rather than inform Goal is to get users to convert rather than help them see product value Why should marketers choose tactics or structure strategy? Right thing to do Quit or speak up? Figure out your threshold, values, and what you can do What is a smart way to do good and better without the approach backfiring? Marketers/Leaders: Think about how negative perceptions harm the business Valid but Risky: Raising ethical concerns takes a tremendous amount of courage Beloved Brands: Wonderful products/services and messaging tone aligns values   Links: Robin Cangie on LinkedIn The Empowered Freelancer General Data Protection Regulation (GDPR) California Consumer Privacy Act (CCPA) Ben Sailer on LinkedIn CoSchedule   Quotes from Robin Cangie: “Radically Ethical Marketing is simply marketing that puts honesty, transparency, and genuine helpfulness at its center.” “People are becoming more wise to ways that marketers try to manipulate their perceptions, use their data to get them to buy as much stuff as possible.” “Being radically ethical is a more sustainable long-term choice.” “Truth be told, it was a matter of needing to look in the mirror every morning and feel good about the work that I was doing. That is something that’s very important to me.” “You may have more power than you realize to effect change.”

Apr 20

35 min 1 sec

As a marketer, do you need to create content that applies insights derived from data and research? If so, pay attention to the right data and apply it the right way to produce the most effective work possible. Today’s guest is Anastasia Leng from CreativeX. She talks about where marketers get misled with data and how to merge data and creativity to create content that connects with customers.    Some of the highlights of the show include: Data-backed Content: Objective way to understand what’s in each content piece Performance: After putting piece of content out, what has happened as a result? Views/Variables: Marketers should move away from biases and assumptions Trust gut or data? Marketers want to be right; get comfortable with being wrong CreativeX’s Mission: Enhance and elevate creativity expression through data Consistent Content: Number of clicks vs. what reflects brand and audience Best Practices: Creative quality and distinctive brand assets to increase sales Cheat Sheet for Content: What should your definition of creative quality incorporate? Brand right away; marketers have 2-3 seconds to make impression Don’t waste money by running same piece of content across channels Get around brevities   Links: Anastasia Leng on LinkedIn CreativeX Think with Google Distinctive Brand Assets by Jenni Romaniuk Ben Sailer on LinkedIn CoSchedule   Quotes from Anastasia Leng: “It’s really about having a common language for evaluating every piece of content that we create.” “Understand what is the long-term metric that really matters, and how can you start to get creative and whatever that KPI is closer together so you can understand the relationship and the journey these two things take together.” “Analyze content more objectively so that we’re not letting our own biases drive our understanding of what is working and what is not working in our content strategy.” “If you’re not even aware of these things, how can you truly be a good marketer? How can you truly put out great content if you’re not actually able to really look deeply within it?”

Apr 13

36 min 17 sec

Too often, content marketing strategies follow one of two paths: Keyword driven or driven based on what the writer thinks makes an interesting topic. The path to success is somewhere in between those two strategies. Today’s guest is Brad Smith from Wordable, Codeless, and uSERP. He talks about how to create data-backed and ROI-driven content strategies that blend both approaches for maximum results.    Some of the highlights of the show include: Problems: Search Engine Results Pages (SERPs) are incredibly competitive Affiliate Space: 70% of revenue comes from two or three keywords Temporary Approach: Create great content to find an audience Referral Traffic: Completely relying on what other people find interesting Ads: Companies turn to other channels that are less profitable, more competitive Game Plan: What components/expectations will move content and keywords? Marketers don’t need more or better ideas—but test and execute them better Decision-Making Process: Do it or be grounded in reality to produce best results Wordable: Format, optimize, upload, and publish content in minutes for clients   Links: Brad Smith on LinkedIn Wordable Codeless uSERP Seth Godin HubSpot Ben Sailer on LinkedIn CoSchedule   Quotes from Brad Smith: “If you’re relatively small, relatively new, not well-funded, don’t have a name for yourself or brand yet, that kind of excludes like 70 percent of the good stuff from a keyword perspective that you’d want to write for, ultimately, that’s going to bring in ROI.” “When you’re following this method of let’s just create ‘good’ content, you’re completely 100 percent relying on what other people find interesting.” “Social things are going to be a lot more beneficial shorter term. Over the long term, it’s just about scale.” “The whole ranking thing is like the chicken and the egg. I can’t rank for big keywords until I’m big, but I’m not going to be big until I rank for some keywords.” “Marketers don’t need more ideas. They don’t need better ideas. They just need to execute better, and executing better comes from processes and boring systems and operations.”

Apr 6

36 min 44 sec

CoSchedule started as an editorial calendar WordPress plugin created by an agency that co-founders, Garrett Moon and Justin Walsh, ran called Todaymade. Since then, CoSchedule has grown. Not only has the core content calendar gone through a lot of changes, but so has the company. Today’s guest is Nathan Ellering, Head of Marketing at CoSchedule, which now offers multiple different product lines under one brand name. Nathan explains how CoSchedule made pivots and tackled some risks and challenges. His advice will help you navigate from being one company that makes one product and expand to one company that makes four products.   Some of the highlights of the show include: Product Positioning: How to funnel people in and say the right things Marketing Automation: Where to build out those funnels and nurture people Marketing Design: Make sure everything published is visually built and modern Customer Service: Incorporate customer service much more with marketing History of CoSchedule: How core marketing calendar software evolved Company Philosophy: Start where you're at with a smaller test product Marketing Work Management Software: Organize everything in one place Content Calendars: Meet deadlines and manage work effectively, efficiently Agile Marketing Tools: Hire product to finish work, deliver projects, prove value Current Products: Marketing Calendar/Suite, Headline Analyzer, Headline Studio Academy: Marketing education platform for marketers to understand, build skills Mission Statement: CoSchedule wants to help every marketer do amazing work CoSchedule Experience: Get the right messaging to get them into a product True Tenants of Agile: Where to ship, measure, learn, iterate, and begin Testing Culture: Launch something new with other people’s market research   Links: Headline Analyzer Headline Studio Marketing Calendar Marketing Suite CoSchedule Academy Marketing Strategy Guide Nathan Ellering on LinkedIn Ben Sailer on LinkedIn CoSchedule   Quotes from Nathan Ellering: “We're aiming to create experiences that help out people who really are being marketed to...from a customer service perspective. That's been really fun so far.” ”We were working a lot with bloggers and we discovered many years ago that marketers are starting to turn to blogging as a great way to do content marketing.” “We identified the need that they had to just organize everything in one place. We say those words all the time. They really resonate with people.” “We want every experience at CoSchedule to be a positive one and one that lasts a lifetime of you being a marketer.”

Mar 30

33 min

Why are marketers good at content production, but not so great at content distribution? They are judged based on how much work they get done, rather than the actual results that they produce. Also, content promotion with traditional channels is harder to do. Today’s guest is Jonathan Gandolf from The Juice. He talks about a better way for content marketers to produce and distribute value. Curation is actually more powerful than creation.   Some of the highlights of the show include: The Juice: A startup that aspires to be the Spotify of B2B content Beta Program: Marketers distribute curated content and consumers discover it Content Distribution: Same channels, same audience equals diminishing returns Keyword Salad: Who are we creating content for? Algorithms or humans? Talk to Consumers: Understand why quality content is not producing returns The Right Content: Prospects want solutions to problems, not more content B2B Buyer’s Journey: Map out funnel and map content to it Down the Drain: 59% content isn’t read, 23% budget applied to content creation Forms: Don’t expect good things from content consumers with such deliverables Safe Space: Create platform to be anonymous, no contact, or generate leads Marketers: Slow down and curate content for consumers at right time and place   Links: The Juice Jonathan Gandolf on LinkedIn Jonathan Gandolf on Twitter Ben Sailer on LinkedIn CoSchedule   Quotes from Jonathan Gandolf: ”What ends up happening is we create really compelling content, but then we end up going to the same channels and the same audience over and over and over again.” “You hit this law of diminishing returns. You’re getting less returns out of that same audience. The only way to get more returns is to create more content. You end up on this hamster wheel of content creation.” “Nobody, right now, is looking for more content. They’re just looking for the right content.” “Curation is actually more powerful than creation.”

Mar 23

37 min 29 sec

Generative Pre-trained Transformer (GPT-3) and artificial intelligence (AI) first made their way into the marketing industry last year. There's been a lot of talk about whether or not robots will take over content marketers’ jobs. Probably not, as long as they’re doing quality work. Machines like a degree of certainty. Today’s guest is Jeff Coyle, co-founder and chief strategy officer at MarketMuse, an AI-driven content planning and strategy platform. He knows how AI is and will affect content marketing by making our jobs easier and our work better. What do content marketers need to know to prepare for the inevitable future?   Some of the highlights of the show include: Horizon Scanning: What are we going to be doing a year from now? MarketMuse: Sets the standards for content quality by investing in clients Hype Cycle: AI’s influence on writers’ jobs isn’t going away, but ramping up MarketMuse’s Mission: Improve content quality on the Internet Content: AI is making writers more efficient and giving more time to be creative Cost of Content: Two-order disconnect to value and revenue AI: Takes guesswork out of things that drive anxiety, figures out quick wins Stage One: Experts have blind spots and forget stuff Stage Two: Create content briefs Stage Three: Insight is personalized prioritization of content AI Branches: Natural language processing provides insights and editing lens Competitive Analysis: Publish page on concept, don’t copy or make good enough What comprehensiveness means? Creating dice-roll content by copying others Wisdom: Knowing what was regurgitated, commonly used, and SME aspects Correlation Hangover: Susceptible to competitive risk Content Efficiency: Do you know it? Document processes, post-publish tuning   Links: Jeff Coyle on LinkedIn Jeff Coyle on Twitter Jeff Coyle’s Email MarketMuse Grammarly Hemingway Amazon Echo Copyscape Garrett Moon on LinkedIn Ben Sailer on LinkedIn CoSchedule   Quotes from Jeff Coyle: ”Focus on the client and focus on our audience, even if they're not clients. How can they ensure that they're getting the most out of their investments in content?” “The various aspects of artificial intelligence that influence writers’ jobs isn’t going away. It's only going to ramp up. But is it coming for their jobs? Not really.” “Content already in many businesses has a two-order disconnect to value and revenue. Some people don't have the real value of content. They don't understand the true cost of content. They don't understand how it connects directly to revenue.” “That's what AI can do. It can figure out those quick wins versus those infrastructure pieces, versus those risk avoidance pieces. It can actually help to define why you're writing.” “if you go copy those people, you're sorely mistaken. That is one of the biggest pitfalls, and one of the biggest misconceptions of search engine optimization.”

Mar 16

41 min 15 sec

Some marketers have side hustles to learn new skills, explore their passion projects, and make a little extra cash. Are you a marketer struggling to overcome challenges to be successful outside of your day job? Today’s guest is John Bonini of Databox, a business analytics platform, and his side hustle, Some Good Content, a subscription-based marketing education product. John offers advice on how to find balance and avoid burnout with content marketing.   Some of the highlights of the show include: Why start a side hustle? Two reasons: Passionate about a specific subject and can’t not talk about it Accelerates learning by creating content and building a community Why you shouldn’t start a side hustle: Motivated to get rich quick, make money Some Good Content: Advice, education, training should be helpful, not general Content Marketers: Expectations over their heads to drive traffic, generate leads Launch to Learn: Do something to get started, solicit feedback, feel productive Emotional Experience: Short-term setbacks and long-term mindset for side jobs Busy Work: Start quickly and don’t doubt yourself or get lost in the details Side Hustle Scope: Growth goals vs. supplemental time and money boundaries   Links: John Bonini on LinkedIn Databox Some Good Content The 7 Day Startup: You Don't Learn Until You Launch by Dan Norris HubSpot Drip G2 Help Scout Animalz Gong Ben Sailer on LinkedIn CoSchedule   Quotes from John Bonini: “You really enjoy and/or are passionate about a specific subject and you can’t not talk about it.” “You get to play founder with none of the risk.” “Most content advice, most content education, most content training is often too general to be helpful.” “I just saw this gap between people wanting to get better at content and the content out there not really existing to help them do that.” “When you start to get lost in those thoughts of, ‘I don’t know if this is viable,’ what you end up doing is, you start defaulting to busy work.”

Mar 9

37 min 46 sec

When you’re in a leadership position, sometimes it’s hard to know who to ask or where to look when you need answers to questions and solutions to problems—especially because others expect you to have all the answers and solutions. Today’s guest is Simon Berg, CEO at Ceros, an experiential content creation platform that empowers marketers and designers to create engaging, interactive, and immersive content experiences. Simon talks about what to do when forced to use your own critical-thinking and problem-solving skills instead of a paint-by-numbers playbook. Creativity matters!   Some of the highlights of the show include: COVID vs. Conventional Wisdom: Layoff people during global catastrophe? 2020: Incredibly difficult year of suffering, fear, desperation, anxiety, uncertainty Real Life: Other feelings of presence, pause, introspection, reflection, unity Adversity and Constraint: Ceros chooses opportunity for growth and creativity Big Deal: Happy Birthday, Mr. Berg; time to get drunk because the deal is dead Creativity in Captivity: Takes transparency, compassion, doubt, experiences Survive and Thrive: Commit to not touch salaries/jobs, if you support each other Best Year Ever: Build confidence and grow by believing in yourself and others Advice to Leaders: Stop looking in the book, instead look up and in front of you I can’t…What can you do? Only thing that you can truly control is yourself Reminder: Opportunities and problems are never easy, but hard to do Leadership Playbook Police: Break free from constraints by reframing goals   Links: Simon Berg on LinkedIn Ceros Ben Sailer on LinkedIn CoSchedule   Quotes from Simon Berg: “There’s a lot of feelings involved. Feelings of the people that you lead, and feelings as the leader.” “I attempted to lead through, predominantly authenticity, being authentically myself, and then also, trying very hard to make sure that I was at the right time in the right ways leading through vulnerability.” “Every single person in a position of leadership, or otherwise, is a human being, and human beings are fundamentally flawed.” “Step forward and fight for what I believe made sense and have the courage to do the difficult thing.” “You won’t find a chapter that says, ‘how to run a company in a global pandemic with civil unrest, economic crisis, and an insane president. It’s not in the book.”

Mar 2

37 min 26 sec

Data problems are probably lurking somewhere inside of your marketing stack. Don’t freak out, just yet. Most analytics packages and marketing software services that deal with data have some gaps or inaccuracies. Today’s guest is Dan McGaw, CEO and founder of McGaw.io, a marketing technology and marketing analytics consulting company. Dan talks about how to make better marketing decisions—identify and fix deeper issues to avoid data disasters. He explains everything you need to know to keep your data clean and metrics moving.   Some of the highlights of the show include: Why is data cleanliness important? Analytics + Bad Data = Bad Decisions Directional: Data is not meant to be perfect, the goal is to grow and take action Data Spectrums: Everybody has unreliable data—how bad is it? Marketing Stacks: Different problems stem from data issues Taxonomy: Common problem is not having consistent or connecting names Be Intentional: Set up and configure marketing tech, or set yourself up for failure Audit: You know there’s a problem, but you don’t know what it is, where to begin Solution: Plan and be more proactive by understanding how data flows in Best Practices: Urchin tracking parameters (UTM) are culprits of bad data How to Build Cool Sh*t: Take it slow, take your time, don’t try to rush projects   Links: Dan McGaw on LinkedIn Mcgaw.io McGaw.io Downloads and Resources How to Build Cool Sh*t by Dan McGaw UTM.io KissMetrics Pluralsight - Code School BrowserStack Segment Tag Inspector Ben Sailer on LinkedIn CoSchedule   Quotes from Dan McGaw: “If you have analytics and your analytics have bad data that means your analytics are wrong, which means that you’re naturally going to be making bad decisions.” “Companies that are typically growing the fastest, are the ones who are less focused on definitive and more focused on how do we get directional data that’s going to tell us which way is growth and let’s start moving and let’s make action.” “If you take the quality time to do taxonomy right, you see really, really good outcomes. Trying to make sure that taxonomy works across the stack I think is where you get the best outcomes, as well.” “The best way to audit is really to build good rigor around your analytics, understand how that data flows in, and use the auditing tools to be able to do that.”

Feb 23

24 min 18 sec

How does design happen, and how do designers and marketers collaborate? As a common courtesy, provide details to get more work done better and faster. CoSchedule is consistently committed to quality design and creative output. Today’s guest is Tim Walker, visual designer at CoSchedule. Tim talks about how he infuses brand with individual style that is distinctly CoSchedule. Discover how to replicate CoSchedule’s processes and philosophies.   Some of the highlights of the show include: Onboarding: Intimidating, exciting, and challenging to integrate individual style Standards and Guidelines: Set and define them to have fun within them Design Playground: Time and place to test new ideas, styles, and color palettes Collaboration Challenge: Communicate clearly about team/department needs What Works, What Doesn’t: Specificity, purpose vs. vagueness, no direction Intent: Good design doesn’t happen by accident, it takes thoughtful planning Investment: Don’t cut corners—good aesthetics authenticate your brand Inspiration: Collect designs from Pinterest, Dribble, Ehance, and Instagram   Links: Tim Walker on LinkedIn Ben Sailer on LinkedIn CoSchedule   Quotes from Tim Walker: “Every designer has their own style. A lot of designers can do a lot of things, but I think each designer kind of has their own unique kind of signature. Integrating that into the brand, that’s always a fun little challenge.” “It’s really important to kind of have those standards set in place and well-defined, and then you can kind of have some fun within those. It was enjoyable to try to meld my own style with the existing guidelines.” “Everyone’s really great at communicating exactly what they need from design and the purpose of the design, too, and what we’re trying to achieve with it.” “If you have valuable content to share, why not give it some great clothes to wear?” “Humans are visual creatures. When we see images, our brains store the details verbally and visually. If you want people to pay attention to your content, and recognize your brand, or buy your product, share your posts, you need to have strong design or you’ll be forgotten and ignored.”

Feb 16

27 min 19 sec

In a single sentence, describe your ideal customer. Where do they hang out online? What are their biggest problems? How often do you talk to them? Don’t rely on assumptions. Consciously focus on your customers by creating content that serves their needs and beats the competition. Today’s guest is Shondell Varcianna from Varci Media, a content writing company for financial institutions, about how to get to know your audience. She shares effective and easy-to-follow advice to improve audience research without extra time and resources.   Some of the highlights of the show include: Reach Real Customers: You can’t offer something to someone you don’t know Real Problems: Sell your product or service as a solution for your customers Relationships: Are you the right person to serve your audience at highest level? Recommendations: Know who to target, where they are, and what they want Website Content: Match with searched keywords and make it resonate Communities: Wherever your target audience is, is where you want to be Ask Audience for Answers: What do you do for fun? Where do you hang out? Social Media Connections: Meet strangers and don’t take ‘no’ personally Know, Like, and Trust: Offer consistent content that informs, educates, inspires Content Strategy: Videos, podcasts, posts—get creative when creating content Authenticity: Where it all begins to get your audience what they (and you) want   Links: Shondell Varcianna on LinkedIn Varci Media Facebook Groups LinkedIn Sales Navigator Ben Sailer on LinkedIn CoSchedule   Quotes from Shondell Varcianna: “If I know of you, but I don’t know you, how can I offer you anything because I don’t really know what you want.” “Wherever your target audience is, is where you want to be. You’ll have to find out where they are, and then you just need to show up where they are, consistently.” “Everyone is accessible on social media. Everybody. I connect with strangers every single day on social media.” “Content that speaks to everyone is content that speaks to no one.”

Feb 9

26 min 46 sec

High-profile data breaches at big-name companies have become an all-too-common pitfall that creates negative press. Marketers need to protect their company and customers by knowing how to prevent a cybersecurity attack or security lapse. Today’s guest is Gary S. Chan from Alfizo Security Solutions. Gary is a cybersecurity expert and helps organizations make sure software and systems are safe and secure. Avoid being the next victim and consider the cost of inaction.   Some of the highlights of the show include: Why should marketers care about cybersecurity? To stay safe and do a better job Best Practices: Proper messaging, deliverability, and documentation gets clients Settings: Configure SPF and other security options for recipients to receive email Security Defense: Stop bad things from happening to you and your customers Remote Security: Technical services and tools to prevent serious problems Privacy Policies: Read terms and conditions to understand intended use of data Repeatable Software: Always use what others use, not something unfamiliar Security Certifications: ISO/IEC 27001 and Soc 2; clarify certifications Free Software: Money is being made somehow, so make sure it’s secure Collaborative Communication: Increase understanding and measure success Risks and Consequences: Takes only one event to close business, cause chaos Security Benefits: Leverage good security hygiene for peace of mind Google not only ranks content, but offers higher rating for better Website security Advice for Marketers: Follow guidance, use strong passwords, report suspicious activity, and attend security training   Links: Gary S. Chan on LinkedIn Alfizo Security Solutions Security Awareness Training ISO/IEC 27001 Certification Soc 2 Certification CoSchedule’s Headline Analyzer Ben Sailer on LinkedIn CoSchedule   Quotes from Gary S. Chan: “I help businesses improve their sales, meet compliance, and stay safe.” “Larger clients tend to care about buying from companies with good security.” “If you don’t configure things properly, a lot of your emails will go to Spam boxes, which means that your recipients don’t read them.” “You’re going to lose customer data, you’re going to lose intellectual property, you’re going to lose time, you’re going to lose money, and you’re going to lose some of your reputation.”

Feb 2

26 min 42 sec

Are you familiar with the dark mode? About 92% of those with smartphones use dark mode on at least one app. The increased use of dark mode with various email services and clients present challenges. How do email marketers make sure that emails are easy to read in dark mode? Today’s guest is Melissa Sargeant, Chief Marketing Officer (CMO) at Litmus, a well-known email marketing software company. She explains exactly why dark mode matters for marketers, and what they can do to make sure their emails look their best. Melissa provides insights into why this is important for marketers to understand, test, and optimize.   Some of the highlights of the show include: App Developers: Dark mode makes type and visuals lighter on dark backgrounds Functional Trend: People use dark mode to read content; easier on their eyes Benefits: Reduce screen brightness to preserve battery; accessibility preference Email Clients: Apple, Samsung, Google, Microsoft, and Yahoo offer dark mode Problems: Prioritize dark mode for subscriber preference, different email clients Cost: Sending email versus potential cost of not optimizing email to be visible Tips and Tricks: Settings, assets, code, examples, and guide to dark mode Do More with Less: Build, test, and analyze emails, then send them for review Email Analytics/Insights: It doesn't end with send; use data to make better email Test every email, every time to deliver an experience that exceeds expectations   Links: Melissa Sargeant on LinkedIn Litmus Litmus Blog The Ultimate Guide to Dark Mode for Email Marketers Ben Sailer on LinkedIn CoSchedule   Quotes from Melissa Sargeant: “The reason why a lot of people are viewing things in dark mode—we talk a lot in email marketing about accessibility to your emails—for some folks, it's just easier on their eyes. It’s an easier way for them to read content.” “We think about email as a channel. It’s truly this one-to-one connection that you have with your subscribers. If they are showing a preference for how they want to view their content, it's a good idea to honor that and respect that and do the best you can to deliver them their content the way they want to read it.” “If you are using an email optimization platform, you can do all this building and testing across all these devices and ensure end clients that when that email goes out the door, you'll know with certainty that people who are viewing in dark mode are able to view it in dark mode.” “Efficiency and the email workflow process is super important.”

Jan 26

27 min 42 sec

What does it take to write a great headline? A simple, yet effective tool that makes marketers more confident when writing headlines. Take the guesswork out of improving headlines.  Today’s guest is LaRissa Hendricks from CoSchedule’s product marketing team. She introduces Headline Studio, CoSchedule’s new premium headline testing platform that takes your headline writing to the next level.   Some of the highlights of the show include: Differences between CoSchedule’s Headline Analyzer and Headline Studio Headline Data: Leads to more engagement, traffic, clicks, higher rankings Challenge: Know what to write to get people’s attention, click to read content? Familiar and New Features/Functions: Word/character count Headline feedback and suggestions History of past headlines Headline and SEO scores Word banks (power, emotional, common, and uncommon) Full thesaurus Free browser extension Search competition   Links: CoSchedule’s Headline Studio CoSchedule’s Headline Analyzer LaRissa Hendricks on LinkedIn Ben Sailer on LinkedIn CoSchedule   Quotes from LaRissa Hendricks: “Writing headlines can feel very vague.” “How are you even supposed to know what to write for your headline? How are you supposed to know what’s actually going to catch people’s attention? What’s actually going to make them click and read your content? That’s a huge challenge.” “With over four million headlines, we have a very good idea of what works and what doesn’t.” “Headline Studio is like a super fun playground for your headlines.”

Jan 19

21 min 54 sec

What's the problem with doing what everybody else is doing? Marketers are expected to come up with something wildly innovative or creative. Dare to be different and get unstuck by presenting interesting or authentic ideas in a meaningful way. Today’s guest is Mike Poznansky, founder and managing partner at Neato—a full-service marketing agency that helps brands connect with young audiences, including college students and Gen Z. Mike explains how to break out of a rut and do work that reflects you and your brand. What makes you uniquely valuable, instead of someone simply following the leader of the pack?   Some of the highlights of the show include: Neato: Uncovers insights, develops strategies, and creates marketing programs Turnkey Tactics: Marketers observe how successful brands market themselves Thoughtful: Put time, energy, and effort into effectively identifying ‘why’ or ‘how’ Copy-and-Paste Marketing: Don’t expect the same results by mimicking tactics College Culture: People's needs, pain points, aspirations are always changing Human-Centered Approach: Understand brand, organization, accomplishments Iterative Process: People on the ground and prototypes represent audiences Authenticity: Be yourself, know who you are, what resources/assets are available Failures: Try to do something for the sake of evolving and learning   Links: Mike Poznansky on LinkedIn Neato Ben Sailer on LinkedIn CoSchedule   Quotes from Mike Poznansky: “Prototype it, and then get out there and try stuff, and show up. Be a part of that experience or that event, and see how people respond, and talk to people afterwards. Then, refine it. It's an iterative process.” “Everyone acknowledges in some capacity, the need to build a genuine and meaningful relationship with the segment in order to get them to care about your brand. It's critical for brands to show up in an authentic way.” “Stay invested, stay involved, continue to refine that approach, continue to learn, continue to listen to your segment, assess the results, and figure out how you can improve and make it better.” “Fear of failure or fear of sounding stupid or uninformed, those are real creativity killers in businesses and in the agency-client dynamics.”

Jan 12

36 min 1 sec

How do marketers bring customers back to maximize revenue? Loyalty programs build customer devotion and retention by incentivizing repeat business. Buying becomes a habit. Today’s guest is Matt Baglia, co-founder and CEO of SlickText, an SMS marketing platform. If a loyalty program makes sense for your business, Matt talks about what it takes to make a loyalty program work as a growth lever.   Some of the highlights of the show include: Why loyalty programs matter? 20% of company’s customers make 80% revenue Brand Champions: Pay attention to their interests, what they’re buying or not What is a loyalty program? Distinct difference w/two purposes—register, rewards Customer Behavior: Value-add messages give customers a reason to return Getting Started with a Loyalty Program: Step 1: Understand clientele Step 2: Incentivize customers Step 3: Talk and listen to customers Step 4: Select a loyalty service Growing a Loyalty Program: Interaction: Ask, are you a member of our loyalty program yet? Incentivize: Join loyalty program by providing value Integration: Plugin pop-ups and other online opportunities for information Marketing Metrics: Subscription velocity, click-thru links, opt-out rates, check-ins Do’s/Don’ts: Get permission to send messages, or face legal ramifications   Links: Matt Baglia on LinkedIn SlickText Ben Sailer on LinkedIn CoSchedule   Quotes: “Research shows that 20 percent of a company’s customers will typically make up about 80 percent of their revenue.” Ben Sailer “You have a small cohort of your best customers, and it’s really important that we’re paying attention to what they’re doing, what their interests are, what they’re buying, what they’re not buying, how they’re buying, and make sure that we communicate and market to them appropriately.” Matt Baglia “When we think, loyalty program, we actually think, ‘Register for our loyalty program and earn points towards rewards’.” Matt Baglia “The value is very, very simple. For us, it serves two purposes. One, we need to get people to come back, and in order to do that, we need to give them a reason to come back.” Matt Baglia

Dec 2020

30 min 38 sec

How can marketers retain an engaged audience? Treat content like a carousel by getting people to come back for unique value from you and your brand. Today’s guest is Lindsay Tjepkema, CEO and co-founder of Casted—the first and only B2B marketing platform for brand podcasts. Lindsay knows what it takes to build, grow, and retain an audience.   Some of the highlights of the show include: Podcast: Opportunity to connect with audience and sales by providing content Marketing Channels: Leverage content for podcast business to amplify voices Content Challenges: Underwhelming access to software and experts Actionable Advice: Be the change you wish to see, and practice what you preach Casted: Create, publish, syndicate, and leverage show content across channels Content Carousel: What is it, who’s it for, how will you continue to serve them? Good or bad thing? Customers stop coming once they get what they came for Audit Audience Trends: Downloads, listens, and other signs people stay or leave CRM Capabilities: Engagement and retention rates—who listens and when? Advocate for Seasons: Make and compare changes, but don’t change audience Repurpose content and re-order ingredients to re-engage audience   Links: Lindsay Tjepkema on LinkedIn Casted Creating a Content Carousel for Your Podcast with OpenView's Meg Johnson HubSpot Ben Sailer on LinkedIn CoSchedule   Quotes by Lindsay Tjepkema: “Is it a bad thing if people aren’t listening or consuming that content anymore? Are they advancing onto the next step? Then, it’s not a bad thing, as long as you keep filling that funnel.” “If it is a bad thing, and you’re losing people for the wrong reasons, how can you just go back to the basics? How can you better understand your audience and give them more of what they are looking for?” “Repurpose your content. You put a lot of effort into it. If it’s good, it’s good, especially if it’s evergreen.” “An expert is someone who knows a lot about the subject matter that your audience cares about.”

Dec 2020

26 min 48 sec

What strategies can marketers learn from nonprofits about building brand advocacy? Successful nonprofits know what it takes to get people to rally behind a belief or cause. Brands that turn their best customers into advocates build brand loyalty and drive sales. Today’s guest is Spencer Brooks from Brooks Digital, an agency that helps health-focused nonprofits grow a digital presence and turn patients into advocates.   Some of the highlights of the show include: What is an advocate? Highly engaged customer doing work on brand’s behalf Passive to Active Promoters: How to turn customers into brand advocates Why do brands need advocates? Free marketing saves time and money How? Gift products and provide positive referrals, reviews, recommendations What makes nonprofits effective? Fewer resources rely on constituents Meaningful Why: Nonprofits use emotional storytelling to create advocates Company values solve some philosophical problems when things are done right Foundational Concept: Brand advocacy resonates product/service with identity   Links: Spencer Brooks on LinkedIn Brooks Digital Building a StoryBrand by Donald Miller Traction by Gino Wickman Lean Customer Development: Building Products Your Customers Will Buy by Cindy Alvarez Why Digital Marketing Tactics Are a Waste of Time for Nonprofits Actionable Marketing Podcast: Free Resources From Ben & Spencer’s Interview Squatch Ben Sailer on LinkedIn CoSchedule   Quotes by Spencer Brooks: “It’s this push from passive to active that I think really represents turning a customer into an advocate.” “Advocates are important because they provide a leverage point. They are doing, a lot of times, free marketing for you.” “Creating advocates is work, and you have to recognize when that is an appropriate strategy to be using.” “Nonprofits are really good about using emotional storytelling to turn people into advocates.”

Dec 2020

32 min 51 sec