Content Makers

Today I discuss some of my top strategies to consider when you are managing a marketing team. Including why having a diverse range of personalities can benefit your team and how to balance these different styles for optimum working results.    Mentioned in the episode: Notion VARK Model High Performance Podcast Episode   Connect with me: Instagram Website LinkedIn  

In this episode I talk all things content tracks, what they are and the difference between the 3 types: SEO, Brand & Product. How to identify them and why this is so important when you're  creating and curating your content.    Mentioned in this episode: Instapages  Connect with me: Instagram Website  LinkedIn  

In today's episode I'll share some of the common business models you can choose from as a content marketer. Including pros and cons of being a freelancer or consultant, vs starting your own agency. The difference between being someone who executes content strategies vs builds them and my experience of working on retainer vs one-off projects.  Mentioned in this episode: Company of One by Paul Jarvis The Million-Dollar, One-Person Business by Elaine Pofeldt Previous Podcast episode with Imogen Roy Connect with me: Instagram Website LinkedIn  

In this episode I talk about how to work smarter so that you can manage a bigger workload. How to put processes in place that will allow you to focus on what matters, how to get into the zone quickly and some of my go-to brain tricks. As well as the danger of context switching and how to work with your natural cycles & energy for optimum productivity.    Mentioned in this episode: The Content UK community Content heroes in SaaS: Intercom, Zendesk, Buffer, Wistia & Later Period Power by Maisie Hill The thread on how Neil Patel produces so much content Connect with me: Instagram Website LinkedIn  

Today I’m sharing tips on how to format a content calendar, tools to use and the reason why most content calendars are a waste of time. I cover visibility practices and why this is often the key to ensuring your content calendar is seen and recognised by clients or your boss. Plus, the difference between SEO tools like SEMRush and AHrefs and the ones you really need to know.   Mentioned in this episode Content calendar tools: Trello Asana Monday.com Google Sheets SEO tools: Google Analytics Google Data Studio Google Keywords Planner Google Search Console AHrefs Moz SEMRush  Connect with me: Instagram Website LinkedIn  

Joei Chan is the Director of Content at 360Learning and one of the most creative and strategic content marketers out there. From launching a reality docu-series that followed her first few weeks at the company, to balancing content strategy with execution, Joei is a master at finding ways to use different content types to hit company goals. In this episode we discuss her approach to content and being a marketer.Resources:Joei on LinkedIn360Learning blogWatch the onboarding Joei docu-seriesMasterclassMention & TwilertIntercomWistiaFS blogWait but Why blogAnn Handley's Everybody Writes

If you're struggling to know how to market your business or use social media during the COVID-19 pandemic, today's episode is for you. Speaking with Simon Kemp the CEO and Founder of Kepios, a global digital consultancy and Chief Analyst at DataReportal which analyses key trends and changes in digital behaviour that helps brands to make sense of the digital landscape. In this episode we look at the latest report, sharing a snapshot of digital behaviour during COVID-19 including how usage has increased, the effects on social media advertising and what type of content is favoured on social media right now by users. With Simon providing examples of how even Travel businesses have found ways to pivot in the current climate. Including why we need to focus on long-term flexibility in our content plans, rather than waiting for a “new normal” to emerge during the next few months. Plus, we discuss Simon's approach to collecting data and why media "hype" around channels such as TikTok, isn't always reflected in the data. Get access to the latest digital report we discuss here and you can find all other links in the show notes for this episode at bethgladstone.com/podcast/episode19. 

Martha Moger is a creative freelance copywriter and content writer working with product-based, creative business owners. Through her brand The Stitch Writer, Martha brings together the three pillars of SEO, clear brand values and tone of voice to help her clients reach their audiences more effectively through copy. In this episode we discuss all things creative copy like how to tease out brand values when you’re within your business. How to simplify working out your tone of voice and what a past business taught Martha about the purpose of SEO to sell products. How smaller product brands can gain a competitive edge over huge ecommerce sites like Amazon and why consistency really is the key to creativity. Plus, how finding your niche can actually improve your business life and make work more enjoyable. Get access to the show notes for this episode at bethgladstone.com/blog/episode18.

Justin Champion joined Hubspot Academy in 2016, as the content professor tasked with creating their, now renowned, Content Marketing Certification Course. In this episode we discuss why creating 250 pages of content for Hubspot Academy was the pinnacle of Justin’s career, and how this led to him working on more on what he’s curious and passionate about: solving for the user. We discuss Justin’s approach to creating user-first content and engaging with the personas of the customer, including understanding their journey rather than starting without a plan. Unpacking why 20% of content can create 80% of leads for a business and tips on how to archive and repurpose old content into guest blogs to build backlinks to your site. Plus, what qualities you need in order to make a nomadic lifestyle work, whilst working for an organisation like Hubspot. Lastly, we enter into a quick-fire round where Justin answers some listener questions from you, our audience. Links to more of Justin’s work and the tools he mentions in this episode at bethgladstone.com/blog/episode17.

Marie Shields is the owner of Moss Marketing, a business that specialises in offering digital marketing and consumer PR services. In this episode we discuss Marie’s journey into entrepreneurism and the effect of democratization of sales via digital for the businesses around her. Why topic-lead content and video with intention are key digital marketing areas for this year and why brands in the drinks and beauty industries are nailing good content right now. Plus, why everything in marketing should start with knowing your audience personas. Get access to all of the links and tools Marie mentions in this episode at bethgladstone.com/blog/episode16.

This week on Content Makers it’s a solo episode talking about the framework I use when determining whether it’s worth putting time and effort into creating a new piece of blog content. We’re often told by “experts" that showing up and consistently producing new blog content is the most important thing. But I’d like us to consider a different view point, one where strategy and substance, over speed and quotas, are the most important markers of success. Let’s see if you agree with me. If you'd prefer to read this episode you can visit bethgladstone.com/blog/what-to-blog-about

Harry Lang is a Marketing and Brand Consultant who specialises in helping brave brands to build their strategies and become known in industries such as betting, gaming and esports. Harry has worked on multi-channel campaigns for well-known brands like Budweiser and Penguin Books, and helps startups who want to get up and running, and into the world. In this episode we discuss Harry’s approach to brand architecture and the importance of a customer-first approach that doesn’t just focus on the glory of awareness, but also considers what brands can do to make their customers come back. I hope you enjoy this episode and if you do, I’d love for you to subscribe to the Content Makers podcast to hear more like it. Show notes are at bethgladstone.com/podcast/episode14

Simon Schnieders is the Founder & CEO of Blue Array, an agency that does SEO and nothing but SEO. In this episode, we get pretty technical on the elements needed to create a successful SEO strategy in today's world and why a lot of what we're told about SEO is just noise. From why we shouldn’t always be prioritising content creation over strategy, to how to think about the keyword universe and why SEO is really all just about links and content. Plus, we talk a lot about how Simon built his agency with a (fast approaching) five-year plan to sell and exit, why his team comes first and why they're launching a book and a training academy this year. I hope you get as much SEO clarity from this episode as I did, and I’d love to hear your feedback (and any SEO questions you might have) after. You can view all of the links from this episode at bethgladstone.com/podcast/episode13 and you can learn more about Simon and Blue Array's work at bluearray.co.uk. 

I first met Adrian Ma at an event, where we shared our mutual passion for organic reach and how content that catches fire can far outperform paid boosts. I knew then that I had to get Adrian on the show, and I’ll be honest, recording this episode absolutely blew me away. From Adrian’s approach to PR attribution and numbers, to how Fanclub frameworks a “shareable story” and the emergence of employer brands, there is a ton to unpack in this episode. Enjoy and to get links to all of the things Adrian mentions, you can checkout the show notes at bethgladstone.com/podcast/episode12

Imogen Roy is a Strategy Coach and Content Marketing Consultant working with entrepreneurs, experts and influencers. In this episode we hear from Imogen on what she learned as Community Manager for Eurostar and why customer service should fit under marketing’s wing. How to build a brand from the ground up, the four brand models and why it’s dangerous to try and do them all. Plus, Imogen’s thoughts on time management, how to connect with remote teams when you’re a consultant and why we should all be aiming to work in our “zone of genius”. I hope you enjoy this episode and if you do, I’d love for you to subscribe to the Content Makers podcast to hear more like it. Show notes are at bethgladstone.com/podcast/episode11Find out more about Imogen's work at https://imogenroy.com.

If you’re a brand of content creator you might be considering if you should start a podcast. Maybe you’ve had an idea, you’re longing to interview people or, you just think it would be a good way to get your business out there. Even if you’re not planning to start one, maybe you’re wondering about podcasts as a medium and what the future holds. In this episode I’m going to give you some insight into what goes into creating a podcast, from my experience creating this one and also supporting podcasts within companies I’ve worked at.

Matthew Butler is a Digital Planner for BBC Studios and works on campaigns for shows like BBC Earth and Top Gear, to help bring them to new and wide-reaching audiences. In this episode Matt gives us a look at what the role of planning involves, both from an in-house and an agency perspective, like how to bring a fresh approach to long-standing brands and the importance of research in order to see beyond your own perspective. Plus, the sweet spot between being a brand strategist with a background in digital, rather than holding them as two separate elements and why understanding & listening to the zeitgeist is key for brands trying to become relevant today. Find out more about BBC Earth at bbcearth.com and connect with Matt on LinkedIn. 

Hayley Smith is someone who inspires forward-thinking PR that looks towards the PR methods that are going to get her clients the biggest reach in today's landscape. As Director of lifestyle agency Boxed Out PR, that specialises in "PR with a purpose", Deputy Head of PR at Pride London & the Founder of FlowAid she is a master at managing different priorities.In this episode we cover:What it means to specialise in “PR with a purpose”, looking after brands and clients that are making an impact, either in their industry, globally or in societyHow advertising has affected print PR & the benefit of digital PR for SEO and social media sharingThe difference between macro and micro influencers and how to get the most from influencer partnershipsHow Facebook, Twitter & YouTube can be just as worthwhile as Instagram, so long as you know which audience you’re tapping intoHow Hayley ensures her PR agency is forward-thinking and the benefit of collaborating with digital agenciesWhy Hayley champions remote working and the benefit this has for her and her teamHighlights while working on PR for Pride London and the true meaning of Pride, as both a party and a protestThe benefit of not taking on more than you can doThe message and story behind her charity campaign, FlowAidThe opportunities that come from being a speaker at TEDxThe importance of creating content as a business ownerConnect with Hayley on Twitter @officialhayleys

Drew Collins is someone who proves that anything is possible if you just set your ambitions high enough. Starting out in a career in music, which led to a career in media, Drew is now the Brand Partnerships Director at student news site The Tab and has worked at some of the most ardent publishers of this century, like Unilad. In this episode we take a deep look at brand partnerships - their power, why they’re valuable and how brands can tap into the value to increase their consumer base. Drew explains why finding the middle ground between the objectives of the brand and the editorial tone of voice of the publisher, is what leads to great success. With insight into some of his seriously creative partnerships to date, like Unilad and North Face who built a pop-up store at the top of a mountain. Drew is ambitious and passionate about his mission to produce the best content possible for consumers and I loved this insight into his world. I hope you enjoy this episode and would love to hear your feedback! Connect with Drew more by searching for Drew Collins on LinkedIn and find out more about The Tab at thetab.com.

Everyone has content ideas. But how to execute them and how to make content work, as a source of brand awareness or lead generation, is a whole other ball game. How do you know where to start? How do you know that what your writing is the right thing? How can you improve as a writer and increase your engagement? All of which, I discuss in this week's (solo) episode, covering the five elements I believe will make your content strategy more refined and better performing. 

In this episode I chat to Hadrien Chatelet, Creative Director at The Wern and champion of entrepreneurs everywhere who have the creativity, but maybe not the tools, to brand their businesses.In it, we discuss Hadrien's background, from being spotted while creating street art, to working for the French version of John Lewis and going on to manage a team at global agency Endeavour (now IMG) and how redundancy made him realise he wanted to give back.We chat about his role today, as Creative Director at The Wern and how this involves helping with product design, courses, branding and especially social media content.Hadrien tells how rewarding he finds being able to give entrepreneurs, who are often naturally creative, the tools to create design content themselves. Also, his philosophy that regardless of size, everyone deserves the right branding experience and designs that matter and follow the purpose and stories of the entrepreneurs creating them.We discuss if it's easier to market a product business, as opposed to a service-based one (spoiler: it's not) and why good design starts with questions and understanding your true purpose.This is a very inspiring chat about all things design and I hope you get as many takeaways from it as I did. You can find out more about The Wern by visiting thewern.com and you can find the full show notes, including links to Hadrien's design course and the Hype Yourself book, at bethgladstone.com. 

Eventbrite is an intuitive global ticketing platform allowing event organisers of any shape or size to run their events, from fundraisers to festivals. A one-stop shop solution that no doubt, you've already used to manage your own event, or buy a ticket to someone else's.But did you know that Eventbrite also runs an incredibly successful B2B blog and pool of resources, by any measure of content marketing success?In this episode I speak to content extraordinaire Amy Martin, the Content Marketing Manager for the UK & Ireland at Eventbrite who is part of that exact content cadence. In it, we learn how Amy has worked across content in pretty much every type of role; from agency to in-house and what she learned along the way. How she ensures delivery of a huge scope of content at Eventbrite, including publishing four days a week across two geolocations, and what the team looks like to support this. Naturally, we discuss events - talking trends and how events have become more purpose-driven and led by learning over time. The importance, in B2B, of focusing on content that either inspires or informs, and how to surface ideas that fit within this framework by listening to internal conversations and tuning into your communityHow companies are prioritising and choosing to create content differently in a saturated market and how we’re returning to traditional media formats to cut through.Lastly, how to not get distracted by “shiny” things, to ensure you can focus on the content that will make the biggest difference and solve the most pain points for your audiences.This is a true insight into one of the most successful B2B content marketing strategies to date that anyone looking to replicate success through blogging, will find useful.You can view some of Amy's amazing work at eventbrite.co.uk/blog and the full show notes from this episode at bethgladstone.com.

In this episode I chat to Danny Denhard, Director of Growth & Crowdfunding at JustGiving, business mentor and mega source of wisdom! Danny has over nineteen years of experience in managing teams, marketing, and product growth, all of which we touch on in this episode.Beginning with what "growth marketing" really means, and why it's more about bringing disciplines together to tackle business problems and improve user experience than just short-term hacking. We discuss ways to work, the importance of communication and why it's so important to be able to get teams to buy into the journey. Why you shouldn't have to sit in meeting rooms to make decisions and how the mindset needed to shift gear between startups and corporates, isn't all that different. Danny also shares some great tips on how to get senior leaders to buy into marketing ideas, particularly around social media, starting with the power of the executive summary.I then give Danny the not to easy task of ranking marketing disciplines in importance, from product marketing to social and SEO. We get Danny's advice on how to unlock social reach and why the newsfeed shouldn't be the primary focus today, and how good creative always cuts through. This was an absolute pleasure to record and if you enjoyed it, I'd love for you to leave a review or share it with a friend. As always, thanks a lot for listening. You can read more from Danny at dannydenhard.com on Twitter @dannydenhard or sign up to the Must Reads at mustreads.substack.com. 

On this episode of Content Makers, I chat to Natalie Raven the Founder of Parcel, a thoughtful gifting company, on how to create content from behind a brand. We discuss how Parcel started and how Natalie pivoted her target audience by changing the website content and even the logistics of the company. Why it's really about her audience finding connection with each other and how this feeds into everything she does and procures, at Parcel. We discuss Natalie's approach to social media, and particularly Instagram, and how brands can adhere to the right side of personal. Plus, the changing responsibilities of the retail industry and how by using automation you might lose something with everything you change while on the path to convenience. Plus, her incredibly interesting 100 days of rejection campaign and what this has taught her about resilience.Natalie is one of those rare impressive people, who doesn't realise just how impressive she is. I hope you enjoy this episode as much as I did recording it.  To check out the gorgeous Parcel brand visit https://parcellondon.com/ or follow Natalie and her 100 rejections journey on Instagram @parcellondon.If you liked this episode, there are lots more to come! Please subscribe to be first to get them in your downloads. 

On the very first episode of Content Makers, I chat to Ben Tyson, the CEO at social media agency Born Social on how they approach social media today. We discuss how Born Social has managed the social media for challenger brands such as Nandos, Valspar and Chilly's Bottles. Why they choose to be specialists, rather than generalists, and how they measure success for clients, both in brand awareness and bottom of the funnel conversions.We cover how to go beyond just thinking about social in terms of how you use it, to cross generational divides and why ensuring team happiness and longevity at Born Social is a key part of Ben's day-to-day role. Why quality of creative is so important in social media and why micro-content, iterated over time, is often the real big win.Later we discuss the A word (algorithms) and why Born Social made a conscious decision to move away from the “game” of organic reach, to combine paid and creative. Plus why you shouldn’t always jump on new social channels as soon as they launch.With some great nuggets thrown in about how optimising for likes and shares limits brand reach and Ben's very humble approach to what "success" looks like for his clients and team.To find out more about Born Social's great work, visit their website or check them out on social @bebornsocial.