The Long Game

Allie Decker, David Ly Khim, Alex Birkett

Omniscient Digital presents The Long Game. Join David Khim, Alex Birkett, and Allie Decker as they interview guests in the content marketing industry about mental models, archetypes, and underlying structures that allow them to flourish and scale. In Kitchen Side episodes, they'll pose questions and debate the answers in a behind-the-curtain style conversation.

The Long Game Podcast is about playing infinite games in the world of content — and playing for long-term success.

All Episodes

Journalists often make the best marketers. That’s because journalists are trained to focus on the human element of a story, and good marketers understand what drives a human connection with content. According to Chelsea Castle, former journalist and Director of Content at Chili Piper, the best marketing doesn’t feel like marketing. She talked to us about how to keep the human on the other end in mind when creating content and shared the two things that all content marketers should stop doing to better engage with their audience.Show TopicsUse journalism skills in marketingCreate content with tangible takeawaysBalance analytics with other measuresCultivate content from the whole companyRethink gated content and the traditional SaaS funnelUse passive CTAsCheck out Chili PiperFollow Chelsea Castle on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Dec 1

39 min 28 sec

Freelance content creators wear a lot of hats while working their day jobs: writer, business manager, and client liaison, to name a few. There is always a new skill to learn or process to polish up on. But it’s hard to know which areas freelancers should focus on when they’re trying to grow their skills. As the founder of Stories By Us and co-host of the podcast Freelance Writing Coach, Emma Siemasko knows a thing or two about finessing the freelance life. In this episode, she talks to Allie about how she creates awesome case studies for her clients, the merits of content journalism, and why creating a podcast is both important and fun. Show TopicsCultivate your managerial sideHave a goal in mindMinimize your toolsLearn from your communityBuild your business on relationshipsShow LinksCheck out Stories By UsFollow Emma Siemasko on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Nov 24

42 min 20 sec

When you think of content marketing, you probably think of blog articles and social media posts. But great content marketing goes beyond just words and includes the whole experience of copy, design, and frameworks. It’s all of the things that work in tandem with the writing. For Ross Hudgens, founder and CEO of Siege Media, the thing that has set his agency apart is its focus on good design. It’s what’s landed them bigger upmarket brands like Casper and Zillow. In this episode, Ross talked to us about how his agency puts an emphasis on UX design as well as how their approach to SEO has evolved over time to help their clients improve their rankings.Show TopicsEvolve your SEO from link building to designBuild passive link assetsSell brands on UX designMatch patterns in contentContent marketing is more than writingTest content on social media firstShow LinksCheck out Siege MediaFollow Ross Hudgens on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Nov 17

1 hr 24 min

What should a content marketer be goaled on? This is a tricky question, as business goals and content marketing goals aren’t always one and the same. While content marketing initiatives do need to be strategized and held accountable in one way, shape, or form, the big question is: how? This topic was inspired by a Slack forum conversation where a content marketer was bemoaning being goaled on leads attributed directly to content. Their reasoning? That this type of revenue-driven goal clashed with a customer-focused approach, where some of the true value of content marketing lies. In this Kitchen Side episode, where we take you behind the scenes at our agency, we invited Tommy Walker to join us to think through what content goals make sense, and when. Listen in to hear our thoughts on long-term, goal-oriented thinking. Show TopicsRevenue is always the top priorityWhen to focus on organic trafficWhen to focus on return visitorsBusiness goals versus marketing strategyEvery goal has a tradeoffDon’t become a soul-sucking content farmTake risks and re-evaluateCheck out The Content StudioFollow Tommy Walker on LinkedIn or TwitterConnect with Alex on LinkedIn or TwitterConnect with David on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Nov 10

57 min 24 sec

Sometimes your career milestones are clear as crystal, and sometimes they only become clear in retrospect. Shanelle Mullin has had an exciting path, from writer at CXL to Experimentation & Analysis Lead at Shopify. At each juncture, she’s followed intriguing people and her own innate curiosity. Alex and Shanelle worked together in the trenches as writers at CXL. They reunited on the podcast to chat about the worlds of content and experimentation, and how creativity and professional work can diverge and collide in interesting ways. Show TopicsFormal education vs. learn-as-you-goThe importance of leadership buy-inRecognizing big opportunitiesDon’t monetize your hobbiesWrite in order to learnCheck out Shopify  Follow Shanelle Mullin on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Nov 3

1 hr 14 min

Ryan Robinson is a blogger, podcaster, and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.Blogging about blogging is pretty meta, but it’s how Ryan has built and sustained a successful blog for almost 10 years. He’s gone from documenting what was and wasn’t working in his day job, to writing about freelancing and building digital products for other writers like templates and courses. What was once his side gig has turned into a full-time career. In this episode of The Long Game, Ryan talked to Alex about his work process, how he creates and promotes content, and how sometimes you have to turn down high-paying work to reach your goals.Show TopicsBuild a blog with struggles and successLet disengaged subscribers goBuild your email list with targeted offeringsTurn down work that no longer fitsBalance creating, updating, and promoting your blog contentUse reader questions to inspire postsCheck out ryrob.comFollow Ryan Robinson on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Oct 27

1 hr 19 min

How much does self-professed “word geek” and bibliophile Juliana Casale love writing? So much that she’s done pro-bono writing in exchange for free passes to beer festivals. Yet she’s come a long way since, thanks to her talent, work ethic, and a zeal for embracing new challenges. For the past ten years Juliana has held roles at a handful of small and mid-sized B2B SaaS startups, as well as running her own freelance business. Currently Juliana is a Content Strategist at Wave, an all-in money management platform for small businesses. In this episode Juliana opens up about her journey to her current position, her best resources for learning and staying up-to-date, and her firm belief that we are all far more than the jobs we hold.Show TopicsPutting out fires at work The pain of software migrationDelegate so you can focusSay yes first, then execute Learn via networkingDon’t tie your worth to your workCheck out WaveFollow Juliana Casale on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Oct 20

36 min 14 sec

What can a career in company growth teach you about personal growth? Dani Hart believes it teaches you to keep a growth mindset and take the time to learn from your mistakes—whether you’re running marketing campaigns or developing your own core values. Formerly the Head of Growth for Growth Hackers, Dani now focuses on growth mentorship and helping people avoid burnout. She talked to us about the ways people can keep burnout to a minimum, from cultivating good stress to reconditioning how we think about hard work.Show Topics:Balance between stress and restAdd good stress to your lifeStick to core values to avoid burnoutRecondition your thoughts about workGive yourself permission to take time for yourselfDo what’s important to youConnect with Dani:Check out GrowthMentorFollow Dani Hart on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Oct 13

54 min 30 sec

Samar Owais is an email conversion strategist for SaaS and eCommerce brands. She helps companies like Hubspot, Drip, and Pinterest as well as numerous ecommerce brands increase conversions, retain customers, and fix the money-leaking gaps in their emails.We’ve all reached that point where we hit a professional wall. Our work loses its luster, and we dread opening our laptop.  Sometimes it’s due to not recharging with sleep and downtime. Sometimes it’s a specific project that’s not appealing.  As Samar Owais discovered, sometimes it’s because your entire professional focus needs a refresh. In this episode of The Long Game podcast, Samar shares how she went from unmotivated blogger to one of the top email strategists in the SaaS and eCommerce space.This conversation also covers how being a realist can fundamentally change your approach to email marketing. We hope you enjoy this episode.You'll find Samar geeking out over emails on Twitter and every Wednesday with her subscribers in the Emails Done Right newsletter.Connect with Samar:www.samarowais.comtwitter.com/samarowaisemailsdoneright.comConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Oct 6

1 hr 10 min

Brian Massey is the Co-Founder and Managing Director of Conversion Sciences, and author of the book Your Customer Creation Equation. His rare combination of interests and experience developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Brian Massey believes that being curious is more important than being right. Sometimes the data supports your hypothesis, but sometimes it shows you that you had it all wrong and it’s time to change course. Brian has a clear approach to conversion rate optimization: gather data on everything you possibly can. In this episode of The Long Game, he shares his CRO strategies, the secret to finding the right business partner, and how his contrarian personality fuels his crusade against standardized agency-built websites.Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Brian has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. He's the host of the Intended Consequences podcast.Conversion Sciences is a data-driven digital design agency focusing on getting the most value from every visitor to your digital properties. They provide design, research, and testing services to businesses of all sizes.We hope you enjoy this episode on the fundamentals of CRO according to Brian Massey.Connect with Brian on Linkedin, Conversion Sciences, and check out his podcast.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Sep 29

1 hr 14 min

In 2018, Jimmy Daly, then VP of Growth at the content marketing agency Animalz, wrote a compelling post titled Your Blog Is Not a Publication. It outlined why a publication mindset was expensive and problematic, and why “library” style content hubs were superior. In this episode of Kitchen Side, our team explores how we conceptualize this argument in the modern day. Times have changed, and the clearcut argument that Jimmy made isn’t quite as clear. Show Topics:The definition of a library vs. a publicationPublications create demand, libraries meet demandNew SaaS companies can stand out with publicationsA hybrid approach to content is best Think of your content strategy like a portfolio Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Sep 22

52 min 22 sec

Morgan Brown is Vice President of Growth Marketing for Shopify where he’s responsible for Shopify’s merchant growth. Prior to Shopify, he was a Director of Product at Facebook working in the Messenger organization. He is also the author of Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success. Morgan has spent his career helping companies of all sizes grow at the intersection of digital marketing and product development. Growth is a word that has nearly lost its meaning. Somewhere along the way, it went from a model that prioritized product and experimentation to being a synonym for performance. It’s become a label that gets slapped on everything from growth hacking to growth PR. But that doesn’t mean it no longer has value. Morgan has gone from working at agencies during the birth of digital marketing to leading product management at Facebook. In this episode of The Long Game, Morgan shares his early introduction to growth, the career lessons he’s learned, and the successful tactics employed by his team at Shopify.Connect with Morgan Brown:ShopifyLinkedIn and TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Sep 15

1 hr 27 min

Ty Magnin is the Director of Marketing, Content & Web at UiPath, a software automation company. That means he spends a lot of time building and maintaining website and digital content experiences for different audience segments. Before UiPath, he grew Appcues on 95% organic inbound content as a member of the founding team. And before that, he was the first marketer at Work Market, where he helped the team scale to an acquisition by ADP. He loves building audiences—on Twitter, at a conference, for a blog—wherever.There are many different ways to start a marketing career, from juggling multiple hats at a tiny startup to honing a specialty at a large company. Regardless of where you start, at some point you’ll start to think less about just getting by and more about what you want out of your career. In this episode, Ty shares the advantages and disadvantages of startups versus established organizations, tips for building a content team, and the importance of finding a sense of purpose.Check out UiPathFind Ty Magnin at tymagnin.com or on Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Sep 8

1 hr 17 min

There are many ways to drive traffic to your website. Organic, direct, paid, referral, social—each has a place and purpose in the greater marketing scheme. Organic traffic has long been held up as the “best” type of traffic. The truth? It depends. All too often organic traffic is driven by surface-level content that doesn’t actually convert customers. In this episode, as part of our Kitchen Side series where we take you behind the scenes at our agency, the Omniscient team debates the value of organic traffic. We discuss why keyword search volume is overrated, the value of differentiating in a new space, and how your tactics should change along with your company goals. Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientConnect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sep 1

34 min 4 sec

Kaleigh Moore is a freelance writer covering retail and e-commerce for software companies like Shopify and Stripe. She also covers sustainable fashion for publications like Forbes, Adweek, and Vogue Business.Kaleigh started her freelance career nine years ago and has grown her brand into an amazing mix of B2B SaaS content marketing, authoritative retail journalism, freelance community building, and consulting.Allie first met Kaleigh five years ago, when she was initially considering her move into freelance writing. She was Kaleigh’s first coaching client and gives her full credit for where she is today.In this episode, Kaleigh and Allie discuss everything from a career in freelance writing to honing their own creative catalysts in a noisy world.Follow Kaleigh on Twitter and visit her website.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Aug 26

50 min 28 sec

Camille Trent is the Head of Content at Dooly, the fastest way to update Salesforce. Some content marketers thrive on being a jack of all trades. This is especially true of Camille. Her background spans advertising to copywriting to product marketing, and she draws on all of those skills today. Startups are Camille’s current sweet spot, and she has a clear knack for getting inside the heads of others—whether that’s the sales team or her customers—in order to best understand how content should work from the inside out.   In this episode, Allie and Camille discuss transitioning from advertising to content marketing, and striking a balance between a creative contributor and a creative catalyst. When Camille is not writing, she's hanging out with her pup and two favorite redheads. Or she's trying to coach the Portland Trail Blazers to victory from her couch.Follow Camille Trent on LinkedIn or Twitter. Check out DoolyConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Aug 18

52 min 52 sec

Sean Blanda is the Director of Content at Crossbeam. Crossbeam is a Partner Ecosystem Platform that helps companies securely exchange data when partnering. People use Crossbeam for real-time account mapping, sourcing leads, and vetting co-marketing opportunities.Sean is passionate about content that builds communities and brings people together. In this episode, host Allie Decker talks to Sean about how he’s scaling his content team at Crossbeam, and how being a Director of Content isn’t that much different from SNL’s Lorne Michaels. Connect with Sean at www.seanblanda.com and follow him on TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Aug 10

31 min 8 sec

Do you call yourself a freelance writer or content marketer? There’s a fine line between the two, and the modern content marketing world is full of possibilities. In this episode, Alex talks to Brooklin Nash who has 8 years of content marketing experience. Outside of his full-time role as Manager of Community Content for Outreach, he's Head of Content at Sales Hacker. His clients include: Mixpanel, Intricately, MediaRadar, Metadata.io, and PostBeyond as a guest contributor, and he's written for G2, Drift, Business2Community and MarketingProfs. His full-time role at Outreach focuses on helping salespeople weave their content together and build organic channels to drive revenue. Considering Brooklin fell into content marketing by accident, he’s finely attuned to what makes good content tick. He draws on his freelance writing roots and passion for learning to excel. In this episode, he shares why you should find a niche, seek out conversations, and experiment.   He lives in Guatemala and his guilty pleasure is young adult dystopian fiction.Check out Sales HackerCheck out OutreachFollow Brooklin Nash on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Aug 4

1 hr 14 min

Adrienne Barnes is the Founder of Best Buyer Persona, and a B2B SaaS Content Marketing consultant. Here’s a staggering statistic. In a survey conducted by content marketing consultant Adrienne Barnes, 85% of marketers said they create buyer personas. Want to know how often they used them? 77% said never. The cold reality is that traditional buyer personas have become a “check the box” marketing practice - and a waste of time. That’s why Adrienne created Best Buyer Persona: to re-imagine how personas are created, and turn them into something informative and actionable. In this episode you’ll learn how to conduct customer research the proper way to inform your content marketing strategy, and more.When she’s not identifying companies’ best buyers, she’s using her customer research skills to create unique and effective content marketing strategies. She’s worked with amazing companies such as: Audiense, Stripe, Demio, Monday.com, Unbounce, and Smartling.Connect with Adrienne on LinkedIn or TwitterBest Buyer Persona was founded in 2018 and helps SaaS companies define their best buyers using the Jobs-To-Be-Done framework. Check out Best Buyer PersonaConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jul 28

1 hr 15 min

Chris Schreiber is the Head of Marketing at Qwilr. He has over 15 years experience marketing and selling software products, starting his career at Google where he led promotional campaigns to generate buzz around the launch of key Google products/initiatives, including Google Apps, Docs, Photos, Open Social and Blogger. He went on to lead the marketing teams at high-growth software companies like Sharethrough and Brandcast.In this episode, Chris shares how to get started, effective tactics for creating demand, and how to empower your users to spread the word. When marketing a product, you’re usually trying to capture an audience that’s already searching for similar solutions. They’re aware of what they need and just want you to prove that your product has those things. But when you’re creating in a new category without an established market, you’ve got a different path ahead of you. Connect with Chris on Twitter: @cousinchris Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jul 21

43 min 56 sec

Ryan Law is the Director of Marketing at Animalz, where he's worked with companies including Google, GoDaddy, Clearbit, Wistia, and Algolia. He's been a writer, content strategist, team lead, marketing director, and agency co-founder. He's also the author of the post-apocalyptic novel The Green Priest.Ryan is well known for his thought leadership and strong voice in the content marketing space. Penning articles like Copycat Content and How to Differentiate Your Content in Crowded Spaces.  In this episode, Ryan discusses surefire ways to spark your creativity, generate memorable content, and get it in front of the right people.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Ryan on Animalz, Twitter and Linkedin.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jul 14

1 hr 19 min

Most freelance writers choose to be freelance because of the autonomy, but that doesn’t mean they can work in complete isolation.Michael Keenan is co-founder of Peak Freelance, and a freelance SaaS writer. He’s created a community for experienced freelance writers to get support, resources, and a boost of confidence. In this episode, he talks about how to grow a professional community while keeping it personal, the ways a freelancer can raise their rates, and the importance of finding performance data. He also shares some priceless advice from a ‘sex tech leader’ that will help you charge what you’re worth.Michael is most inspired by learning people’s stories, climbing mountains, and traveling with his partner and two Xoloitzcuintles.Connect with Michael on Twitter and Linkedin.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientThe Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jul 6

1 hr 2 min

Influencing without authority is especially impactful as a content marketer. In this episode of the Kitchen Side series, we get into how to talk to your Chief Marketing Officer about content marketing, and general points around marketing leadership. We cover how to best interact to advance in your career, align with the mission of your company, and to get buy-in for innovative ideas. We hope you’ll take away tactics to fight uphill battles around outdated methods.This episode is also for CMOs who want to learn empathy for working with ambitious content marketers looking to make a mark.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jun 29

34 min 43 sec

If you’re new here, Kitchen Side is a series where we take you behind the scenes at Omniscient Digital to hear the conversations, brainstorms, discussions and inner workings of our content marketing agency. In this episode, we talk about the relationship between content marketing and growth. How do the two functions interact in organizations? Does content play a fundamental role in growth? Or is it separated by metrics or organizational structure? As an agency goaled on performance metrics, we find that the two are intertwined and synergistic. We dive into this and explore solutions to get you more out of your content program. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jun 22

35 min 46 sec

Eric Siu is the founder of content intelligence software ClickFlow, which helps you grow your traffic while looking like a genius. He is also the Chairman of the ad agency Single Grain and has worked with companies such as Amazon, Airbnb, Salesforce and Uber to acquire more customers. He hosts two podcasts: Marketing School with Neil Patel and Leveling Up, which combined have over 50 million downloads to date. He also speaks frequently around the world on marketing and SaaS.In this episode of The Long Game, David Ly Khim talks to Eric about his evolution from gaming to business, his thinking behind purchasing a failing agency, and what it takes to get to the top.You can watch the video of this interview here. Connect with Eric Siu on LinkedinConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.

Jun 9

37 min 36 sec

Subject matter experts (SMEs) offer a valuable perspective and dose of credibility to any content marketing program. On the rare occasion you can find an SME who also happens to be an excellent writer, it’s the equivalent of hitting the content jackpot. Other times, you have to figure out different ways to leverage the expertise of busy SMEs. So when will a regular writer suffice, and when do you need an expert? On this episode of Kitchen Side, Alex, Allie, and David put their heads together to break down strategies that are rooted in their own past experiences. You can find show notes here.Connect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInCheck out Omniscient DigitalAllie Decker - Head of Content Marketing - KloudioListen to more episodes of The Long Game podcast

Jun 2

34 min 20 sec

Is being an entrepreneur like playing a game of poker? Bernard Huang thinks so.Bernard is the co-founder of Clearscope, an SEO content optimization platform that helps businesses rank with high quality content.On this episode of The Long Game, he joined host Alex Birkett to discuss how being an entrepreneur is all about placing strategic bets, why learning a new skill always includes sucking at first, and the importance of finding your best fit customers.If you’re starting a blog, you also won’t want to miss a discussion of the latest SEO developments and why following your passion is key.Connect with Bernard Huang on Twitter or LinkedInCheck out ClearscopeFollow Clearscope on Twitter or LinkedInConnect with Omniscient Digital on Twitter and LinkedIn

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May 25

1 hr 22 min

Ahrefs’ CMO Tim Soulo believes in practicing what you preach - and for good reason. Ahrefs is an SEO tool with a powerful content strategy. The popular platform attracts traffic with a balance of keyword targeting and genuinely valuable content. How does Tim keep Ahrefs’ output ranking at the top? By investing in new ideas and top-notch industry leaders to keep his content going. In this episode of Office Hours, Tim and Alex talk about how to win the content ranking game. The conversation touches on topics such as appealing to customer imagination, the importance of learning the SEO ropes, and how to hire click-worthy writers. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Tim Soulo on Twitter or LinkedInCheck out AhrefsFollow Ahrefs on Twitter or LinkedInConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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May 11

35 min 2 sec

In this episode, Alex Birkett talks to Ilona Abramova who is VP of Operations at AppSumo, and an absolute genius at email marketing and copywriting.This convo is very different from our other Long Game episodes. First, Ilona and AppSumo are a client of Omniscient’s. Second, Ilona’s a friend and someone who shares Alex’s divergent and semi-ADD tendencies in conversation (according to Alex himself).Finally, instead talking about content marketing or diving into Ilona’s background, he thought it would be cool to do a live consultation. In this episode, Ilona teaches Alex how Omniscient should be doing email marketing.If you’re building your email marketing program from scratch or revamping it for more ROI, you’ll find this useful. It’s also just a fun exploration of ideas that also touches upon email marketing best practices that anyone can use to increase the effectiveness of their program.Look at this as a masterclass on email, as well as a look behind the curtains at what it’s like getting consulted from a master email marketer. Ilona Abramova is the VP of Operations at AppSumo, a digital marketplace dedicated to empowering entrepreneurs to start and grow their business. Previously Head of Content, she's obsessed with all things written (her speciality is email - & you can shoot her one at ilona@appsumo.com). When she’s not silently correcting people's grammar, she’s traveling the world in search of the best matcha, having long existential conversations, or doing the New York Times Crossword.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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May 4

1 hr 51 min

In this Kitchen Side series we show you behind the curtain at our own agency, Omniscient Digital. In this episode, co-founder Alex Birkett and Head of Content, Allie Decker discuss hiring and managing freelance writers.They bring their varied experiences to the conversation. Previously, Allie was a full-time freelance writer, while Alex has hired and worked with freelancers for in-house roles as well as for his personal website.They cover how to find and vet freelancers, how to onboard them and communicate your expectations, and some potential pros and cons of working with freelancers. Check out Allie's blog for a complete guide on hiring freelancers. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Apr 22

45 min 36 sec

Peep Laja is the founder of CXL Institute (formerly known as ConversionXL, an education platform for marketers, analysts, UX professionals, etc.), Wynter (a platform to test your copywriting and website or product messaging), and Speero (a CRO agency). Depending on when you met him, you might know Peep as the “CRO guy”, the CRO guy who wears the paper boy hat, the powerhouse blogger and conference speaker, or the guy on Twitter who consistently posts blunt and brilliant insights. Alex Birkett goes way back with Peep. In fact, he used to work for him! As such he's learned a ton about from Peep about A/B testing, CRO, and analytic, but also invaluable lessons on how to run a business, how to ship quickly, how to demand excellence of himself and others, and how to prioritize what’s important in life. This conversation between Peep and Alex spans many topics, from tactical tips on how Peep manages his social media and audience building techniques, to his drive and motivation for continually launching and running new businesses. This interview was done in-person, so excuse the slight inconsistencies in audio since Alex didn’t have his usual podcast set-up. Enjoy and prepare to be intrigued!Connect with Peep on Linkedin or Twitter.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Feb 23

1 hr 50 min

Sabel Harris and David Ly Khim met through their co-marketing efforts while she was at Contactually, and during David’s time at Hubspot. Sabel has held various roles as Director of Marketing at tech start-ups and she’s built communities, teams and companies. She was recently elected and currently serves as her district's Advisory Neighborhood Commissioner for District 1B12 in Washington, D.C. Outside of her public office work, she is the Director of Marketing of Demand Generation at EVERFI, an education technology company. In this episode, Sabel and David talk about balancing two full-time jobs, going to therapy, transitioning between careers, and the skills she’s developed as a Marketer. She gives great insight into what she’s learned, and how to apply them in the tech-realm. We hope you enjoy this conversation. Connect with Sabel on her website at sabelfordc.comTwitter: @sabelharris LinkedIn: https://www.linkedin.com/in/sabelharris/The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Feb 16

1 hr 25 min

Tracey Wallace is currently the Director of Marketing at MarketerHire, an on-demand talent marketplace for pre-vetted, expert marketers. Previously, she was the Head of Marketing at Eterneva (eternity + eva), the Global Editor in Chief at BigCommerce, and the Senior Content Marketing Manager at Umbel. She studied English, planned on becoming a novelist, and worked in media and journalism directly after college. Tracey is a world class writer, editor, manager, and networker. She has a contagious buoyancy and optimism, and truly cares about the quality of the work she puts out into the world. In this episode, Alex and Tracey cover her approach to content, how she marries the perfectionist artists’ desire for purity and craft, with the pragmatists’ need to design systems and automate as much as possible. They also dive into how this plays out in building what she describes as integrated marketing campaigns.Lastly, she gives practical advice on how to network better and work with influencers.  Enjoy!The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Tracey on Twitter or at MarketerHire.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Feb 9

1 hr 21 min

Bill is the Director of Marketing at Frase, an artificial intelligence platform that helps growth teams drive organic traffic and improve conversion rates with integrated SEO and on-site search tools. Bill is a former professional poker player turned marketer. He met Alex on Twitter and they've gotten along swimmingly since. They share interests in esoteric matters such as decision theory, game theory, experimentation, SEO & content marketing, meditation, sailing and music. They both played in bands and seriously considered music as a career. In this episode, they cover these topics and discuss Bill’s career arch. Throughout this podcast there are a million gold nuggets that you can take away and use to change how you view work and decision making, especially if you’re in SEO, content marketing, or any acquisition related work. Enjoy!The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Bill on his website and on TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Feb 2

1 hr 51 min

This episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital. In this episode, Omniscient Digital’s co-founders Allie Decker and Alex Birkett discuss how to build an audience and a passionate following. Jimmy Daly, former Content Marketing Director at Animalz, wrote an article called “Your Blog is Not a Publication”. Most blogs won’t develop a big audience of passionate followers who read every post chronologically, but you can certainly set your blog up to be a reference library that answers searchers questions and converts those who are delighted. The problem, however, is that some creators and businesses can build audiences and can act as publications. In the best case scenario, your blog acts as both a library AND a publication -- think HubSpot, Intercom, CXL, etc. In most of our client work, we pursue a Barbell Strategy with about 70-85% of our work being driven by the “library” model. We pursue strategic keywords, build links, and hope to convert searchers on individual posts. However, building and owning an audience is powerful. You’re able to effectively motivate action, change ideas and perceptions about the market, and coral your fans if you have an audience. The question then remains. How do you actually develop an audience?Hope you enjoy this episode of The Long Game podcast.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game.

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Jan 26

53 min 44 sec

This episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital. In this episode, our Content Growth Marketer Karissa Barcelo interviews Omniscient Digital’s co-founders Allie Decker and Alex Birkett about the role of a Content Marketing Strategist.What does a CMS actually do day-to-day, as well as quarterly and annually? How do they fit into the broader content program and broader marketing organization? What makes an effective content strategist versus an ineffective one?We cover these questions and more.From this discussion, Karissa developed The Ultimate Guide to Becoming a Content Marketing Specialist.In this piece, we break down the role of a content marketing strategist. Whether you want to hire one or you want to be one, this post will give you the answers you need to the most pressing questions:What does a Content Marketing Strategist do?What are some of the skills or traits an employer looks for in a Content Marketing Strategist?What does a typical year, quarter, month, week and day look like for a Content Marketing Strategist?What are some of the biggest misconceptions about the role?What are the biggest mistakes Content Marketing Strategists make in their work or strategy today?What’s the median salary for a CMS today?Why is the role of Content Marketing Strategist worth diving into in 2021?What does the future of content marketing look like?And so much more. Check it out.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game.

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Jan 19

1 hr

The Long Game is a podcast which consists of our long-form interviews with experts and thought leaders on the topics of content marketing operations and strategy.But this particular series of the podcast is so meta. We call it Kitchen Side. It's an inside look at how the sausage is made at our company, Omniscient Digital.One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.In this episode, we discuss how to build a content editorial calendar. We talk about how to plan out your content strategy onto a time series and roadmap that your team can collaborate on.In full transparency, we wanted to write about this topic due to its search volume and its relevance towards our business. As the saying goes, "Those producing enough content to warrant a calendar may very well be a good fit for our business."To produce a unique article, however, we decided to tap our agency co-founders to get insights and quotes for the article. This episode, in a way, is a glimpse at the research that our content and growth marketer Karissa has done to produce the article itself (with free template). The Long Game podcast is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well. Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jan 12

29 min 34 sec

In this episode of The Long Game we interview David Kadavy, author, podcaster and self-publishing coach. He’s the author of three books: The Heart to Start, Design for Hackers, and most recently, Mind Management Not Time Management.His podcast, Love Your Work, features both interviews with experts like Seth Godin, James Altucher, and Dan Ariely, as well as solo monologues on topics like the barbell strategy.If we had to sum up David, it would be a “creator,” or a “clear thinker.” Writing seems to be his preferred medium, but he seems to be mostly interested in ideas and changing hearts and minds, and he’s clearly effective at doing that through multiple mediums. Alex met David when he stumbled upon an article Alex wrote about the Barbell Strategy with regards to content marketing. They realized they had tons of similar influences and interests. This conversation dives into his background growing up in Nebraska, moving to Silicon Valley, and eventually to Medellin, Colombia. We also cover productivity advice for creatives, finding your “creative sweet spot,” anti-optimization, convergent versus divergent thinking and much more. You can find  “Mind Management, Not Time Management” on Amazon.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with David Kadavy on Twitter: @kadavyOr visit him at kadavy.netConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Jan 8

1 hr 30 min

The Long Game is a podcast we just launched which consists of our long-form interviews with experts and thought leaders on the topics of content marketing operations and strategy. But this particular series of the podcast is so meta. We call it Kitchen Side. It's an inside look at how the sausage is made at our company, Omniscient Digital.One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Listen in on this conversation to hear about each host and their backgrounds (Alex Birkett, David Ly Khim, Allie Decker).Find out what this podcast is about, who it's for, and how we want to run it.Without further ado, enjoy Kitchen Side: episode #1, Behind The Long Game Podcast.Listen to more episodes of The Long Game podcast here. 

Dec 2020

40 min 30 sec

In this episode, we interview Tommy Walker, a content strategy consultant and founder of WalkerBots Content Studios, (formerly at Shopify and Intuit).  He was first propelled into marketing after getting fired from his $12 hour job over a pair of pants. (You’ve gotta hear this story.)He went on to write articles on a freelance basis, and eventually landed a role at CXL as Editor in Chief. Alex says Tommy has mentored him over the years in everything from content operations and automation, to managing freelance writers.Tommy says, return traffic is the most important thing.  If you never get that return traffic, you are never going to get to the consideration point. Through strategic foreshadowing and backlinking in storytelling, Tommy has mastered a system that interconnects an entire narrative beyond just a single article to get readers coming back for more.Watch this interview to learn how he marries a systematic approach with storytelling for more successful content marketing.Alex Birkett and David Ly Khim co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.What are some challenges your business is facing with systemizing content operations? Tweet us @beomniscientConnect with us on Linkedin.You can find Tommy on Twitter @TommyIsMyName or at tommyismyname.comPrefer to read this podcast in blog form? Head here. Prefer to watch the video? Head here.  

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Dec 2020

56 min 1 sec