Podcasts about content marketing institute

In the world of business, yet again, things looks grim. A brewing trade war, the uncharted fallout of artificial intelligence, and political upheaval around the world... All these factors have created an atmosphere of business uncertainty. Marketing jobs and budgets face the specter of the chopping block once again, and many are taking a "batten down the hatches" approach. But at a time like this, it's important to remember: when everyone else goes quiet, your voice carries that much further. And so in this episode, we're revisiting a pivotal conversation with Joe Pulizzi from the peak of the Covid lockdowns. When uncertainty was at its worst, he shared the story of how he raised the multi-million-dollar brand "Content Marketing Institute" from the ashes of an entrepreneurial venture that failed during the Great Recession. By "going big" on branded media when everyone else went home, that fledgling company changed marketing forever, rebranding the notion of "Content Marketing" and forging a media empire. Pulizzi would go on to launch the "Content Marketing World" conference, write three best-selling books and co-launch “This Old Marketing” the podcast. And his advice will come as a breath of fresh air for communications professionals who are uncertain about what comes after 2025. It certainly did for Dusty in 2020. As he reveals for the first time in this episode, he was close to despair about the future of Podcamp Media when he first had this conversation with Joe. But the interview forced Dusty to take a deep breath, double down on his podcast content marketing strategy, and dig in on making Podcamp Media succeed. And here we are today. Learn more about your ad choices. Visit megaphone.fm/adchoices

Polish doesn't build trust—personality does. And no one understands that better than TikTok creators, who turn raw ideas into magnetic, shareable content every day.In this episode, we're pulling marketing lessons from TikTok's creative chaos with the help of Rhonda Hughes, award-winning B2B marketing leader.Together, they explore what B2B marketers can learn from leading with authenticity, embracing low-fi experimentation, and having the courage to make something truly original.About our guest, Rhonda HughesRhonda Hughes is a storyteller and connector of people and ideas with 18 years of experience helping brands engage their customers and audiences. She believes in creating value, not noise, and she has a knack for inspiring teams to push boundaries with fresh, fun, relevant content, campaigns, and programs. Rhonda's team's work has earned recognition from Mashable, Business Insider, Hubspot, Sprout Social, KISSmetrics, Content Marketing Institute, and snagged her a spot on North Bay's 40 under 40 “Ones to Watch” list, noted among the “Top 50 Women in Content”, and awarded for "Best B2B Campaign on TikTok."What B2B Companies Can Learn From TikTok Creators:Fun is a strategy—not a distraction. Brands win when they lean into playfulness—not just performance. “The brands that, to me, the companies that feel like they win are the ones that are really always putting their audience in the center and trying to figure out a way to be useful and be human and be playful,” Rhonda says. This kind of joyful creativity builds connection—and makes your brand memorable.Imperfect content is often the most relatable. Audiences don't crave polish—they crave authenticity. “The most engaging content isn't the most polished… you can tell that this was just a creative idea and somebody with their camera and they're rallying the folks internally around how they bring the story to life,” Rhonda says. “And that's part of what makes it so relatable and likable.” Let your audience in on the process, not just the finished product.Iterate like a creator. TikTok's best creators don't get stuck in strategy mode—they test, tweak, and try again. That mindset is essential for B2B marketers too. “TikTok creators are constantly iterating… they've gotta test formats and hooks and trends and sounds, and they have to move fast and be playful with this,” Rhonda says. The takeaway? Strategy doesn't mean overthinking. It means being in motion.Quotes*“You just never know what's gonna work. So you kind of have to be okay with trying and missing and trying again.”*“You want to build content that's gonna resonate with your audience and also be something they want to share.”*“If you're not enjoying what you're making, your audience probably isn't either.”*“It's not about going viral—it's about showing up over and over again.”Time Stamps[00:55] Meet Rhonda Hughes, Award-Winning Marketer[03:37] The Power of Authenticity on TikTok[06:00] Engaging Content Strategies[10:34] Spotlight on Successful TikTok Campaigns[16:16] Creative Marketing Examples[27:28] The Power of Authenticity in Social Media[29:37] The Bravery of Unique Marketing Strategies[30:33] TSA's Unexpected Social Media Success[32:39] The Importance of Fun and Experimentation in Marketing[42:03] Creating Value, Not Noise[43:37] The Utility of Content and Audience Engagement[50:03] Final Thoughts and Advice for Marketing LeadersLinksConnect with Rhonda on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, over a classic tipple, Ian and Robert step into the minefield of controversial content. How edgy and different should we be? Based on a recent article Robert published on the Content Marketing Institute's blog - Surprise! Your Most Controversial Content Might Be Your Weakest” The main points from the bar this week: People are becoming numb to controversial content Applying the MAYA principle to content strategy Brands must believe in the positions they take Brands need to earn their place in the conversations Content strategy should include both familiar and surprising elements Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Thompson Bros at Dornoch Distillery Surprise! Your Most Controversial Content Might Be Your Weakest The Four-Letter Code to Selling Just About Anything - Derick Thompson  Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author Robert Rose, behind the bar serving one of his splendid cocktails while our host Ian Truscott, a CMO but not a rockstar, picks his brain on a marketing topic.  This week, Ian and Robert discuss an idea Robert shared in his Content Marketing Institute column about slowing down marketing.  The main points from the bar this week: The idea of vibe marketing  Speed in marketing often correlates with quantity, not quality Slowing down marketing advocates for thoughtful and strategic approaches. Checkboxes and agile marketing methodologies can lead to a loss of creativity Marketing should prioritize thoughtful processes over rapid execution The integration of AI should enhance creativity, not replace it Successful marketing often comes from iterative processes, not just quick wins Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Slow-Motion Marketing is the Antidote to Vibe Marketing Robert's podcast - This Old Marketing Robert's regular series on Content Marketing Institute Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

Joe Pulizzi is an absolute delight (what a treat , what a dream) and the founder of multiple startups including content creator education site, The Tilt,  Content Entrepreneur Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. In 2014, he received the "Lifetime Achievement Award" by the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die.He has two weekly podcasts, the motivational Content Inc. podcast and the award-winning content news and analysis show This Old Marketing with Robert Rose.His foundation, The Orange Effect, delivers speech therapy and technology services to over 400 children in 39 states.Joe and his family live in Cleveland, Ohio. 

The digital content space is more crowded than ever, and simply creating content is no longer enough—it needs to create impact. With changing algorithms, the rise of AI, and evolving consumer behavior, brands need to rethink their content approach.In this episode, I sit down with Robert Rose, Chief Strategy Advisor at the Content Marketing Institute, to discuss what's working (and what's not) in content marketing today. Robert has helped brands like NASA, Hilton, and Salesforce refine their content strategies, and now he's sharing the insights you need to stand out.From shifting away from content “containers” to leveraging AI in a smart way, we cover everything businesses need to build a strategy that drives results. If your content isn't performing the way you want, this episode is packed with valuable takeaways.In this episode, you'll learn:Why businesses need to rethink their content strategy: Most brands still create content based on format first, rather than leading with a strong story.How AI is reshaping content creation and SEO: AI isn't just about speed—it's about creating smarter, more effective content that resonates with your audience.The role of original research in establishing authority: Data-backed content is a powerful tool for thought leadership and long-term SEO value.Why organic reach is declining and how to adapt: The days of easy traffic from Google and social media are fading—discover where to shift your focus.How to repurpose content for maximum impact: A single great idea can (and should) fuel multiple pieces of content across platforms.Want to create content that stands out? Subscribe to Rocky Mountain Marketing and visit katiebrinkley.com for expert insights and free tools to level up your content strategy today!Checkout Podmatch today!joinpodmatch.com/KatieVisit Robert Rose's social media pages:Website: https://seventhbear.com/This Old Marketing Podcast: https://www.thisoldmarketing.com/LinkedIn: https://www.linkedin.com/in/robrose/Learn more about Katie and Next Step Social Communications:Speaking: https://katiebrinkley.com/Website: https://www.nextstepsocialcommunications.comLinkedin: https://www.linkedin.com/in/katiebrinkleyYouTube: https://www.youtube.com/channel/@rockymountainmarketingInstagram: https://www.instagram.com/iamkatiebrinkley/Facebook: https://www.facebook.com/groups/socialprofitlab#ContentMarketing #MarketingStrategy #DigitalMarketing #SEOTrends #ContentCreation #AIMarketing #SocialMediaGrowth #MarketingTips #ThoughtLeadership #MarketingSuccess #OnlineVisibility #LeadGeneration #MarketingForBusiness #ContentMarketingTrends #MarketingInnovation #RobertRose #KatieBrinkley Hosted on Acast. See acast.com/privacy for more information.

The one about AI Slop, B2B Content Marketing Strategies and the film, Crimson Tide - TG123 00:00:00 Introduction Here are your hosts, Roger and Pascal. 00:02:39 In the News A selection of announcements and news releases from the world of marketing and technology that caught our attention. 00:16:05 Content Spotlights ROGER: AI slop is taking over the internet and I've had enough of it by Becca Caddy, TechRadar: https://www.techradar.com/computing/artificial-intelligence/ai-slop-is-taking-over-the-internet-and-ive-had-enough-of-it PASCAL: B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 by Stephanie Stahl managing director of Informa Connect's martech group for Content Marketing Institute: https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/ 00:31.20 This Week in History Our selection of historical events and anniversaries from the world of science, technology and popular culture. 00:39:03 Marketing Tech and Apps ROGER: It's all about alternatives to PowerPoint particularly for online presentations: Put a Word Cloud in your presentation with Mintimeter: https://www.mentimeter.com/en-US/work/stage-presentations Another interactive alternative: https://slidone.com/ PASCAL: It's all about practising visual storytelling this year Find stunning royalty-free footage and motion graphics: https://www.freepik.com/videos Find the best royalty free videos and footage for your design: https://www.vecteezy.com/free-videos Microsoft have (re)launched their own video editor: https://clipchamp.com/en/ 00:46.22 Film Marketing CRIMSON TIDE (1995) Directed by: Tony Scott and produced by Don Simpson and Jerry Bruckheimer. Written by: Michael Schiffer, Richard P. Henrick Cast: Denzel Washington, Gene Hackman, George Dzundza, Viggo Mortensen, James Gandolfini, Matt Craven Music by: Hans Zimmer (using a blend of orchestra, choir, and synthesizer sounds) Tagline: One man was trained to follow orders... and another had the courage to question them. We look at the film marketing challenges for Crimson Tide – including fending off comparisons to Crimson Tide and Das Boot and from being labelled Top Gun Underwater. About Two Geeks and A Marketing Podcast Hosted by the two geeks, Roger Edwards and Pascal Fintoni, to keep you up to date with the latest news, tech, content and wisdom from the world of marketing. Roger is a marketing speaker and consultant who's spent his...

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, fractional marketing leader and author, Robert Rose behind the bar serving a wonderful weekend cocktail while our host Ian Truscott picks his brain on a marketing topic.  This week, Ian challenges Robert on his claim in the Content Marketing Institute newsletter that saying “no” is a marketer's superpower. It sounds easy, but in reality, it can make you very uncomfortable - so how do you really say no, and why is it important you do? Key points: In marketing, we often focus on what to start, not what to stop It's important to permit ourselves to say no, to focus better, and be productive Saying no can help us excel rather than be average Examples of Robert's clients doing this Advice for how to set the stage for saying “no” Do you have a question for the bar? Or maybe an opinion on what we've discussed? Please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! The Links The people: Ian Truscott on LinkedIn and Bluesky Robert Rose on LinkedIn and Bluesky Mentioned this week Robert's note in The CMI Weekly Newsletter Robert's This Old Marketing Podcast Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

In this eye-opening episode, Randa Carrabba reveals why generic AI tools are failing most entrepreneurs and how custom AI models are creating the next generation of content millionaires. Discover the shocking stats about content creation, the hidden costs of generic AI, and how a custom model with built-in sales psychology is generating extraordinary results for entrepreneurs across industries.WHAT YOU'LL LEARN: Why Forbes projects businesses without AI automation will spend 60% MORE time on marketing for 40% LESS return by 2025 The "kitchen vs. chef" analogy that explains why most entrepreneurs struggle with AI How Randa's custom AI model reduced content creation time from 18 hours to just 3 hours weekly (83% reduction) The missing ingredients in generic AI that are costing you conversions Real-world case studies of entrepreneurs generating $12K+ from single posts The three options for content creation in 2025 and which path leads to millionaire statusKEY STATISTICS: 93% of entrepreneurs sabotage their sales by focusing on features instead of psychological transformation (Stanford Business Review) Modern buyers need 7-11-4 touchpoints before purchasing (Google Research) Content takes 65% longer to create in 2023 vs. 2019 (Content Marketing Institute) 86% of marketers say AI outputs require substantial editing before use (MIT Technology Review) Custom AI model increased conversion rates by 47% and reduced content creation time by 83%CLIENT SUCCESS STORIES: Sarah: From 15+ hours weekly of content creation to 2 hours with 47% higher conversion rates Michael: Generated $12K from a single post, scaled to $50K months with 75% less marketing time Elena: Added 160 new paying clients in 30 days without ads,RESOURCES MENTIONED: Icon Intelligence™ Masterclass: Monday, March 3rd at 12pm CST Revenue Runway posting framework Ambition Marketing approachHOW TO REGISTER: Comment "SMART" on Randa's latest Instagram post @randacarrabba to reserve your spot for the Icon Intelligence™ Masterclass or go straight here: https://www.randacarrabba.com/masterclass-your-unfair-advantage-in-the-ai-era/CONNECT WITH RANDA: Instagram: @randacarrabba Website: www.RandaCarrabba.comTIMESTAMPS: 00:00 - Introduction and kitchen analogy03:45 - The AI reality and shocking statistics08:30 - Why generic AI tools are failing entrepreneurs14:15 - The custom model foundation and key differentiators19:50 - Transformation stories and real-world results24:30 - Your three options moving forward27:15 - Masterclass information and closing thoughts

It's a New Year and a change on the podcast as we split the show into two parts: The Studio, which will drop on Wednesdays, and The Bar (The Rockstar & Rose), which will drop on Saturdays.  This week in The Rockstar CMO Studio, Cathy McKnight joins Ian to share her opinions on five content marketing predictions for 2025 that they plucked from a splendid collection of over 40 predictions and trends assembled by the Content Marketing Institute. Some get a “hell yeah”, while others, maybe not so much. The predictions they discuss: Stand out in B2B by doing great work not more Strategy ahead of AI  The rise of optimization for AI whether it's GEO or AIO Getting your content house in order Gen Z will raise the bar for digital marketing    Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn The source of the predictions: 2025 Marketing Trends for Content Success: 40+ Predictions Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

  Join Sarah as she forecasts marketing trends for 2025 and how those trends apply to insurance agents like you!   Contact the Agent Survival Guide Podcast! Email us ASGPodcast@Ritterim.com or call 1-717-562-7211 and leave a voicemail.   Resources: 5 Things from the CMS 2026 MA and Part D Proposed Rule: https://pod.fo/e/28c9d2   How Ask Integrity Can Streamline Your Medicare Sales Appointments: https://pod.fo/e/27a354   Instagram Basics for Insurance Agents: https://pod.fo/e/28803f    References: Jantsch, John. “ 5 Marketing Trends That Will Disrupt 2025 (And How to Stay Ahead).” Ducttapemarketing.Com, Duct Tape Marketing, 4 Dec. 2024, https://ducttapemarketing.com/2025-marketing-trends-how-to-stay-ahead/.   Chaffey, Dave. “10 Actionable Digital Marketing Trends for 2025.” Smartinsights.Com, Smart Insights, 11 Dec. 2024, https://www.smartinsights.com/digital-marketing-strategy/digital-marketing-trends-2025/.   Rand, Stephanie. “10 Key Marketing Trends for the US in 2025.” Askattest.Com, Attest, 30 Oct. 2024, https://www.askattest.com/blog/articles/marketing-trends.   Dionne, Jazmyn. “12 Digital Marketing Trends to Look Out For in 2025.” Hiilite.Com, Hiilite Web Design + Marketing + SEO, 27 Nov. 2024, https://hiilite.com/12-digital-marketing-trends-to-look-out-for-in-2025/.   Howarth, Josh. “13 Top Marketing Trends (2024 & 2025).” Explodingtopics.Com, Exploding Topics, 11 June 2024, https://explodingtopics.com/blog/marketing-trends.   Stahl, Stephanie. “40+ Content Marketing Trends Experts Predict Will Matter for Success in 2025.” Contentmarketinginstitute.Com, Content Marketing Institute, 4 Dec. 2024, https://contentmarketinginstitute.com/articles/trends-content-marketing/.   “2025 Marketing Trends to Watch Out For: Part 1.” Northbeam Blog, Northbeam, 17 July 2024, https://www.northbeam.io/post/2025-marketing-trends-to-watch-out-for-part-1.   Early, Morgan. “2025 Marketing Trends.” Fullcircleinsights.Com, Full Circle Insights, 6 Dec. 2024, https://fullcircleinsights.com/blog/2025-marketing-trends/.   Bevel, Christopher. “2025 Outlook: 10 Media and Marketing Trends to Watch.” Amapittsburgh.Org, American Marketing Association Pittsburgh, 19 Oct. 2024, https://amapittsburgh.org/blog/2025-outlook-10-media-and-marketing-trends-to-watch/.   Bansal, Deepak. “Digital Marketing Trends for 2025 and Beyond.” Forbes, Forbes Magazine, 13 Nov. 2024, https://www.forbes.com/councils/forbesbusinesscouncil/2024/11/13/digital-marketing-trends-for-2025-and-beyond/.   “Digital Marketing Trends for 2025: Content Strategy.” Spinutech.Com, Spinutech, 26 Nov. 2024, https://www.spinutech.com/digital-marketing/content/strategy/digital-marketing-trends-for-2025-content-strategy/.   Perry, Hanif. “Four Trends to Feed 2025 Marketing Planning.” Prophet.Com, Prophet Brand Strategy, 2 Dec. 2024, https://prophet.com/2024/08/four-trends-to-feed-2025-marketing-planning/.   Schultz, Mike. “How Many Touches Does It Take to Make a Sale?” Rainsalestraining.Com, RAIN Group Sales Training, 19 Dec. 2023, https://www.rainsalestraining.com/blog/how-many-touches-does-it-take-to-make-a-sale.  Krafft, Natalie. “Marketing in 2025: Six Key Trends That Will Drive the Future.” Oppizi.Com, Oppizi, 17 Oct. 2024, https://www.oppizi.com/blog/marketing-trends/marketing-in-2025-five-key-trends-that-will-drive-the-future/.   “Marketing Trends 2025.” Kantar.Com, Kantar, https://www.kantar.com/campaigns/marketing-trends. Accessed 12 Dec. 2024.   “Marketing Trends 2025: 13 Trends to Help You Power Through.” Mediatool.Com, Mediatool, 12 Nov. 2024, https://mediatool.com/blog/marketing-trends-2025.   Yakuel, Pini. “Marketing Trends 2025: Predictions, Tips, & Technologies to Thrive.” Optimove.Com, Optimove, 25 Nov. 2024, https://www.optimove.com/blog/marketing-trends-2025-top-predictions.   “Ready for 2025? The Marketing Trends That Could Change Everything.” Obaninternational.Com, Oban International, 29 Oct. 2024, https://obaninternational.com/blog/the-marketing-trends-set-to-rule-2025/.   Concannon, Lance. “The Biggest Marketing Trends for 2025.” Meltwater, Meltwater, 22 Nov. 2024, https://www.meltwater.com/en/blog/marketing-trends-2025.   “The Top Digital Marketing Trends You Need to Know for 2025.” Abstraktmg.Com, Abstrakt Marketing Group, 29 Oct. 2024, https://www.abstraktmg.com/digital-marketing-trends/.   Phil, Wilson. “Top 2025 Digital Marketing Trends: AI, MMM, and More.” Thinkwithgoogle.Com, Google, Dec. 2024, https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/digital-marketing-trends-2025/.   Treanor, Tom. “What Is First-Party Data? How To Build a First-Party Data Strategy.” Cdp.Com, The Customer Data Platform Resource, https://cdp.com/articles/what-is-first-party-data-and-why-is-it-so-important/. Accessed 12 Dec. 2024.   Yakuel, Pini. “Zero-Party Data, Infinite Potential: Marketing Trends to Watch in 2025.” CMSWire.Com, CMSWire, 10 Dec. 2024, https://www.cmswire.com/digital-marketing/zero-party-data-infinite-potential-marketing-trends-to-watch-in-2025/.   “Zero Party Data vs First, Second & Third Party Data Explained.” Usercentrics.Com, Usercentrics, 1 Nov. 2024, https://usercentrics.com/knowledge-hub/zero-first-and-third-party-data/.      Follow Us on Social! Ritter on Facebook, https://www.facebook.com/RitterIM Instagram, https://www.instagram.com/ritter.insurance.marketing/ LinkedIn, https://www.linkedin.com/company/ritter-insurance-marketing TikTok, https://www.tiktok.com/@ritterim X, https://twitter.com/RitterIM and Youtube, https://www.youtube.com/user/RitterInsurance       Sarah on LinkedIn, https://www.linkedin.com/in/sjrueppel/ Instagram, https://www.instagram.com/thesarahjrueppel/ and Threads, https://www.threads.net/@thesarahjrueppel    Tina on LinkedIn, https://www.linkedin.com/in/tina-lamoreux-6384b7199/  Not affiliated with or endorsed by Medicare or any government agency. 

Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn's Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI. Full Episode Details  Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social. Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table. In This Episode: 2:55 - The origin story of Content Marketing Institute and Content Marketing World 5:27 - Why marketing teams are stuck in “busy work” and how to break free 6:00 - The power of “swing-for-the-fences” content projects that move the needle 6:29 - The rise of zero-click content and how it's reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - “Valuable friction” and why it's key to smarter, more effective teams 11:46 – Robert's book ‘Content Marketing Strategy: Harness the Power of Your Brand's Voice' 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink “other people's platforms” 15:38 - Robert's advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amber's journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in today's digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amber's advice for Social Pros 27:21 - What living person Amber would have a video chat with Resources  Connect with Robert on LinkedIn Connect with Amber on LinkedIn Content Marketing World Content Marketing Institute Visit SocialPros.com for more insights from your favorite social media marketers.

Joe Pulizzi, a renowned content marketing expert and author, shares valuable insights into building a sustainable content strategy in this conversation. Known for pioneering content marketing approaches and founding Content Marketing Institute, Joe dives into what it takes to create a loyal audience and a profitable brand. He emphasizes the importance of starting with a single, focused niche and committing to consistency, cautioning against spreading too thin across platforms early on.Joe advises creators to develop a routine with consistent posting and to engage actively with others in their field by commenting on relevant content. This strategy, he explains, is crucial to gaining visibility and driving organic growth, especially for those starting out. As creators build traction, Joe encourages them to consider “paying to play,” putting ad dollars behind their best-performing content to reach broader audiences. He highlights that while content creation is essential, devoting 75% of one's time to content promotion and community engagement will ultimately lead to greater success and, ideally, easier monetization.CHAPTER TITLES3:00 - Laying the Foundation: Picking Your Niche and Platform5:30 - Choosing Your Focus: Why Content Needs Consistency7:55 - Staying Consistent: Building Trust Through Regularity10:30 - Engaging Beyond Your Page: The Power of Commenting on Others' Content13:45 - Leveraging Paid Promotion: How and When to Invest17:20 - Testing and Iterating: Knowing When to Adjust Your Strategy19:00 - Audience Growth Tips: Consistency and Collaboration21:10 - Content Creation vs. Promotion: The 75/25 Rule23:50 - Failure as a Learning Tool: Insights from Personal Struggles25:10 - Mindset for Success: Staying Resilient and Embracing ChangeConnect with Joe Pulizzi:Joepulizzi.comConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter

Morrissey, Taking Back Sunday, Alkaline Trio, Streetlight Manifesto…For dedicated fans, these are bands that bring back memories of checkered Vans shoes, studded belts, and paper wrist bands from each show.But some of them haven't toured in years.So to see them all on one festival poster 20 years after their heyday made fans think it was too good to be true. It wasn't, and it lived up to the hype.So in this episode, we're talking about all the good - and questionable - marketing that went into the When We Were Young Festival.With the help of our special guest, Head of Content Marketing at CoreWeave, Brooke Gocklin, we're talking about painting the picture, building a community of advocates, and delivering on the hype.About our guest, Brooke GocklinBrooke Gocklin is the Head of Content Marketing at CoreWeave. Prior to joining the company in July 2024, she was the Editor-in-Chief at Contently, where she led content strategy and editorial direction for The Content Strategist and The Freelance Creative. Brooke is a recognized expert in content marketing, with a particular focus on the evolving role of AI in business. At Persado, an AI-language generation company, Brooke honed her skills in content creation for AI-driven solutions. Her deep understanding of technical products positioned her as a subject matter expert in the evolving AI space. Her work, featured in Adweek and Content Marketing Institute, reflects her deep understanding of how to craft impactful content strategies and engaging narratives that resonate with target audiences.What B2B Companies Can Learn From the When We Were Young Festival:Paint the picture. Show your audience what doing business with you would look like. When they're able to visualize the tangible benefits of becoming a customer, it makes it that much easier for them to sign on the dotted line. For the When We Were Young Festival, the organizers made a poster with album covers of all of the bands who would be performing. Ian says, “[It's] brilliant, right? You have to show people what it would look like. I have found over the years that if you can mock something up, it's so much easier, right? It's much harder to get an idea of something in a Google doc.” So paint the picture. Mock up an idea of what your product looks like for your audience.Build a community of advocates. Bands like Fall Out Boy, My Chemical Romance and Taking Back Sunday have created communities of fiercely loyal fans. Brooke says, “And so that means that when you see all of these bands coming together, the reaction is, is this even real? But two, it gives you a sense of like, ‘Oh my gosh, I have to be there. And I have to tell my friends about this.' And so I think that for B2B marketers, you know, really leveraging customer advocates or people who are just really excited about your product or service to amplify your message builds trust in a wider audience. So choose customers who love you, who love your product, who love your service and leverage them to tell others about you.”Deliver on the hype. You can tease about a product or service as much as you want, as long as it delivers what it promises. Brooke says, “When We Were Young created a massive buzz with a huge lineup. They also did a lot of teasers, but most importantly, they really backed it up with a well organized incredible event. Credibility is so important. So you can't just hype something up whether that's your product or service. And not have it live up to expectations. So as marketers, I think it's really crucial when you're thinking about B2B, to build trust and credibility from the get go. So whether that means that you're creating content that is factually accurate and all of the products and features, functionalities live up to what you're selling them as. That is important, right? So you need to establish your brand as a go-to resource, but you do that by being credible.”Quotes*”As far as how I think about content, it's really like connective tissue. I think it's at the core and at the center of a brand story. So, you need content to be able to bring people into the funnel. You need content as they're exploring, getting to know you. You need content when they're at that purchasing stage, or even after they become a customer, you still need them to engage with you. And you need to be putting out ideas that provoke some sort of thought and that's valuable to them.”*”Really good content marketing is about creating value for your audience and really helping them solve their problems. So my approach has always been: start with the audience. What do they care about? What are their challenges? And then craft content that speaks directly to those needs. I think that that is a key differentiator when it comes to content strategy.”Time Stamps[0:55] Meet Brooke Gocklin, Head of Content Marketing at CoreWeave[3:10] When We Were Young Festival's Unique Marketing Tactics[8:11] Nostalgia and Community Building[19:39] Marketing Lessons for B2B[22:31] The Power of Loyal Fan Bases[23:14] Leveraging Customer Advocates in B2B Marketing[24:09] Building Online Communities[26:54] Activating a Community[29:43] Delivering on the Hype[31:40] Content Strategy and Its Importance[34:11] Successful Content Campaigns[37:16] Measuring Content ROI[39:38] Exciting New Projects at CoreWeave[41:06] Advice for New Heads of ContentLinksConnect with Brooke on LinkedInLearn more about CoreWeaveAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

Joe Pulizzi is a serial entrepreneur and deeply passionate about all things content marketing and entrepreneurship —he is the bestselling author of seven books including Content Inc., selling over 500,000 copies worldwide with his work featured New York Times, Insider, Entrepreneur, and other notable publicationshe hosts multiple podcasts and writes Orangeletter, a weekly newsletter with over 50,000 subscribers delivering actionable life, marketing, and business tips for content entrepreneurs,He's also the founder of multiple successful startups including, Content Entrepreneur Expo (which is hosted here in Cleveland where Joe and his family live), Content Marketing Institute (which he successfully exited in 2016), Content Marketing World, and The Tilt where he's crafting the future of publishing, providing authors with the tools, support, and platform to turn their stories into published successes.The thread that ties Joe's work together is content marketing, a term he first used in 2001 and has championed since. In just a few minutes of talking with Joe, it's easy to grasp why he's amassed hundreds of thousands of followers across social media platforms like LinkedIn, X/Twitter, and others.-----LINKS:https://www.joepulizzi.com/https://cex.events/https://www.thetilt.com/X / Twitter: @JoePulizziLinkedIn: Joe Pulizzi-----SPONSORS: John Carroll University Boler College of Business || Impact Architects & NinetyJohn Carroll University Boler College of Business: https://business.jcu.edu/ As we've heard time and time again from entrepreneurs on Lay of The Land — many of whom are proud alumni of John Carroll University —  success in this ever-changing world of business requires a dynamic and innovative mindset, deep understanding of emerging technology and systems, strong ethics, leadership prowess, acute business acumen… all qualities nurtured through the Boler College of Business!With 4 different MBA programs of study — spanning Professional, Online, Hybrid, and 1-Year-Flexible — The Boler College of Business provides flexible timelines and various class structures for each MBA Track — including online, in-person, hybrid and asynchronous — to offer the most effective options for you, in addition to the ability to participate in an elective International Study Tour, providing unparalleled opportunities to expand your global business knowledge by networking with local companies overseas and experiencing a new culture.The career impact of a Boler MBA is formative and will help prepare you for this future of business and get more out of your career. To learn more about John Carroll University's Boler MBA programs, please go to business.jcu.eduThe Boler College of Business is fully accredited by AACSB International, the highest accreditation a College of Business can have.Impact Architects & NinetyLay of The Land is brought to you by Ninety. As a Lay of The Land listener, you can leverage a free trial with Ninety, the platform that helps teams build great companies and the only officially licensed software for EOS® — used by over 7,000 companies and 100,000 users!This episode is brought to you by Impact Architects. As we share the stories of entrepreneurs building incredible organizations throughout NEO, Impact Architects helps those leaders — many of whom we've heard from as guests on Lay of The Land — realize their visions and build great organizations. I believe in Impact Architects and the people behind it so much, that I have actually joined them personally in their mission to help leaders gain focus, align together, and thrive by doing what they love! As a listener, you can sit down for a free consultation with Impact Architects by visiting ia.layoftheland.fm!-----Stay up to date by signing up for Lay of The Land's weekly newsletter — sign up here.Past guests include Justin Bibb (Mayor of Cleveland), Pat Conway (Great Lakes Brewing), Steve Potash (OverDrive), Umberto P. Fedeli (The Fedeli Group), Lila Mills (Signal Cleveland), Stewart Kohl (The Riverside Company), Mitch Kroll (Findaway — Acquired by Spotify), and many more.Connect with Jeffrey Stern on LinkedIn — https://www.linkedin.com/in/jeffreypstern/Follow Jeffrey Stern on X @sternJefe — https://twitter.com/sternjefeFollow Lay of The Land on X @podlayofthelandhttps://www.jeffreys.page/

This week, for her now regular monthly slot, Cathy McKnight pops into the studio to discuss some new research from the Content Marketing Institute about marketing jobs and her experience at MAICON (Marketing AI Conference) and Salesforce's Dreamforce. The key points they discuss: AI is becoming integral to every marketing job. The job market for marketing professionals is increasingly competitive. Remote work preferences are reshaping workplace dynamics. AI literacy is essential for modern marketers. Understanding current processes is crucial for AI implementation. Diversity in conference attendees reflects the broad interest in AI. AI tools should be considered part of a broader strategy, not a standalone discipline. Engagement and community building are key to successful events.   Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares his view on why the obvious solution is not always the obvious solution.  Enjoy! ---- The people: Ian Truscott on LinkedIn  Cathy McKnight on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Research from the Content Marketing Institute - How Hard Is It To Find Content or Marketing Jobs (and How Much Should They Pay)?  The Marketing Artificial Intelligence Institute  Robert and Cathy's firm: The Content Advisory The Content Advisory webinars Robert's podcast – This Old Marketing Robert's CMI article series - Rose Colored Glasses Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In the Marketing Studio this week, Jeff Clark interviews Ian Truscott about a chapter he's written for a book called Collecting Jellybeans, published this week. Ian's chapter is called “Shiny Things and Smart Strategies: B2B Marketing in the Tech Age”.  They discuss how marketing leaders can make the right technology decisions, asking why, getting off the hamster wheel, implementing a strategy, ART (Awareness, Revenue, Trust), marketing magpies, staying current with technology, and YAGNI (You Ain't Gonna Need It).    Ian then joins Robert Rose, the Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar and, over a cocktail, shares a quick take on some recent research from The Content Marketing Institute about AI and its impact on marketing jobs.  Enjoy! — The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn and Threads Mentioned in this week's episode: Collecting Jellybeans - book on Amazon Robert's firm: The Content Advisory Robert's podcast – This Old Marketing Robert's Article - Don't Let AI Headlines Steer Your Marketing Career the Wrong Way Rockstar CMO: Monday Mojo - our monthly LinkedIn Newsletter The Beat Newsletter that we send every Sunday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Piano Music is by Johnny Easton, shared under a Creative Commons license We'll be right back by Stienski & Mass Media on YouTube All That Glitters by Earl on Youtube Listen on Apple, Amazon, Spotify, or wherever you get your podcasts. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the B2B Marketing Excellence Podcast, host Donna Peterson discusses the vital role of marketing in today's manufacturing landscape. Joined by Robert Rose, Chief Strategy Advisor for Content Marketing Institute, they explore the importance of storytelling, personalized communication, and building trust with customers. These practical strategies will help you create valuable content that will resonate with your specific audience, and show how leveraging digital tools can help you efficiently and effectively implement a marketing campaign that will increase sales.Timestamps-00:00 Introduction to Modern Marketing for Manufacturers02:45 Creating Valuable Content for Industrial Brands05:24 The Importance of Personalization in Marketing07:41 Tactics for Lean Marketing Teams11:09 Building a Content Strategy26:19 Evaluating and Scaling Your Marketing Efforts30:33 Essential Tools for Digital Strategy33:17 Conclusion and Key Takeaways If you would like to continue this conversation, please feel free to contact Donna Peterson at dpeterson@worldinnovators.com.____________________________________________________________________________________________________

Robert Rose, Chief Strategy Officer at The Content Advisory, joins Deborah Corn to discuss building trust and transitioning from transactional services to creating value-driven customer experiences, expanding the idea of a customer, and innovative strategies to foster loyalty and engagement throughout their journey with your business. Mentioned in This Episode: Robert Rose: https://robertrose.net/ The Content Advisory: https://contentadvisory.net/ This Old Marketing Podcast: https://thisoldmarketing.com/ thINK: https://www.thinkforum.com/ Joe Pulizzi: https://joepulizzi.com/ The Content Marketing Institute: https://contentmarketinginstitute.com/ Deborah Corn: https://www.linkedin.com/in/deborahcorn/ Print Media Centr: https://printmediacentr.com Partner with Print Media Centr: https://printmediacentr.com/partnerships/ Subscribe to News From The Printerverse: https://printmediacentr.com/subscribe-2 Project Peacock: https://ProjectPeacock.TV Girls Who Print: https://girlswhoprint.net

This week, Jeff Clark, our resident strategy advisor and former Forrester Research Director turns the table on our host Ian Truscott to interview him about an upcoming chapter he's writing for a collective book called “Collecting Jelly Beans; timeless wisdom to grow your organization”.  The topic for Ian's contribution to the book is a guide on how marketing leaders maintain strategy despite technology changes and both Ian and Jeff share their take from the potential distractions, to developing a strategy and what to focus on. Ian then joins Robert Rose, Fractional Marketing Leader and Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar for a discussion on some new research from the Content Marketing Institute on marketing to marketers over his Dad's favorite cocktail.  Enjoy! — The people: // Ian Truscott on LinkedIn and Threads // Jeff Clark on LinkedIn // Robert Rose on LinkedIn and Threads Mentioned in this week's episode: // Ian's article: Marketing YAGNI // Ian's Tuesday 2¢ Newsletter (on LinkedIn) // Robert's firm: The Content Advisory // Robert's podcast – This Old Marketing // Robert's take on the latest CMI Research on Marketing to Marketers  Rockstar CMO: // Monday Mojo - our monthly LinkedIn Newsletter // The Beat Newsletter that we send every Sunday // Rockstar CMO on the web, Twitter, and LinkedIn // Previous episodes and all the show notes: Rockstar CMO FM. Track List: // Piano Music is by Johnny Easton, shared under a Creative Commons license // We'll be right back by Stienski & Mass Media on YouTube // Fools Gold by Stone Roses - on YouTube Listen on Apple, Amazon, Spotify or wherever you get your podcast Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey Fam! Today we bring you the one and only Joe Pulizzi. Media MVP, Publisher, Podcaster, and Business Owner. Earlier this year we got an invitation to go speak at his event CEX: Content Entrepreneur Expo, and after geeking out over HIS presentation we knew we needed to bring him to the show. From how he built his media company, selling it for $20 Million, to what are the key indicators his team uses to identify and create PROFITABLE content, this conversation is packed with what you need. You will learn: The secrets behind Joe's $20 million success story with the Content Marketing Institute. The critical role of data and audience insights in editorial planning. How to navigate strategic pivots and content differentiation in an ever-changing digital landscape. Why email marketing is still king in a world dominated by social media algorithms. Joe's personal journey of sacrifices, support, and resilience that led him to the top. It's all about your TILT.... (you'll get it

What does it mean to Midwest Prompt? Listen in to find out! Cathy McPhillips is the Chief Growth Officer at the Marketing AI Institute, where she's at the forefront of making artificial intelligence approachable and accessible to businesses of all sizes. She oversees marketing, growth, and customer experience, including MAICON and the AI Academy for Marketers. Her journey in the marketing world spans decades, starting in Cleveland's advertising agencies, owning her own strategic digital marketing business, and leading marketing efforts for organizations like the Content Marketing Institute and Share Our Strength's No Kid Hungry campaign. Recognized as one of Folio's Top Women in Media and a MarTechExec Woman You Need to Know in Martech, Cathy has also been an Ohio University Jerry L. Sloan Visiting Professional in Public Relations. The Marketing AI Institute is headquartered in Cleveland, Ohio, and is part of the Responsible A.I. movement. It envisions a future where A.I. doesn't replace human creativity but rather augments it, making marketing more intelligent and, ultimately, more human-centered. Today, you'll hear how A.I. is changing the trajectory of the marketing industry and how the Marketing AI Institute helps marketers understand, pilot, and scale artificial intelligence. The conversation includes A.I.'s role in content creation and the ethical and legal considerations surrounding A.I.-generated content. A.I. isn't going anywhere and Cathy encourages marketers to embrace it, stressing the continued importance of human expertise alongside A.I. tools. We also discuss the delicate balance between A.I. efficiency and human creativity in marketing and reflect on how creativity is evolving in the age of A.I. Get ready for a conversation that demystifies A.I. in marketing and provides practical insights for marketers at all levels, especially when we geek out about A.I. tools and prompts with tips you can use today. EPISODE SHOW NOTES: https://creativitysquared.com/podcast/ep54-cathy-mcphillips-the-a-i-midwest-prompt/ JOIN CREATIVITY SQUARED Sign up for our free weekly newsletter: https://creativitysquared.com/newsletter  Become a premium member: https://creativitysquared.com/supporters  SUBSCRIBE Subscribe on your favorite podcast platform: https://creativitysquared.com Subscribe for more videos: https://youtube.com/@creativity_squared/?sub_confirmation=1 CONNECT with C^2 https://instagram.com/creativitysquaredpodcast https://facebook.com/CreativitySquaredPodcast https://giphy.com/channel/CreativitySquared https://tumblr.com/blog/creativitysquared https://tiktok.com/@creativitysquaredpodcast #CreativitySquared CONNECT with Helen Todd, the human behind C^2 https://instagram.com/helenstravels https://twitter.com/helenstravels https://linkedin.com/in/helentodd https://pinterest.com/helentodd Creativity Squared explores how creatives are collaborating with artificial intelligence in your inbox, on YouTube, and on your preferred podcast platform.  Because it's important to support artists, 10% of all revenue Creativity Squared generates will go to ArtsWave, a nationally recognized non-profit that supports over 100 arts organizations. This show is produced and made possible by the team at PLAY Audio Agency: https://playaudioagency.com. Creativity Squared is brought to you by Sociality Squared, a social media agency who understands the magic of bringing people together around what they value and love: http://socialitysquared.com.  #AIMarketing #MarketingAIAcademy #GenerativeAI #MAICON #AIJourney #AIPrompts #DigitalMarketing #ContentMarketing #MarketingInnovation #AIandMarketing #MarketingAI #AIContentCreation #CreativeAI #DigitalCreativity #AIFuture #WomenInBusiness #AIandCreativity #ArtificialIntelligence #ArtificialIntelligenceAI #ArtificialIntelligenceTechnology #MachineLearning #FutureTechnology #FutureTech #TechPodcast #AIPodcast #AIInnovation #DigitalInnovation #FutureOfWork

Joe Pulizzi (he/him) is founder of multiple startups including content creator education site, The Tilt,  Content Entrepreneur Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.   Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. In 2014, he received the "Lifetime Achievement Award" by the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die.   He has two weekly podcasts, the motivational Content Inc. podcast and the award-winning content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 37 states. Joe and his family live in Cleveland, Ohio.     Joe Pulizzi shared in this episode: His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 37 states. How to build an audience and drive revenue through content marketing. How he transformed from feeling like a failure in business, to having the realisation that he would not have to work for anyone again, ever. How to make powerful decisions, by being in alignment with the answers to these questions:  “What do I want, why am I doing it?” How to create a content business Why success is about building long term relationships with your prospects and customers What is keeping your customers up at night that you can help that is not your product? It is NOT about what you want to sell.  That is about YOU. Content marketing is about reliving value over a long period of time Say no to as much as you can so you can say YES to the things that will make the difference His Life-changing question: How can I deliver more value today than I take? And much more…    Resources Mentioned In The Show: www.cex.events joepulizzi.com/about Steven Covey Think and grow rich 10x Grant Cordone Ep122 Myia Cleggett https://profithive.com.au/myia-cleggett-kevin-bees/   If you would like more insights on profit maximization for your business, visit www.ProfitHive.com.au  

"Write down all the things as a business owner that you are really good at or you love to do. Those are the things that you protect and you keep doing. ”In this episode of Lead with Culture, host Kate Volman is joined by Joe Pulizzi, the founder of the Content Marketing Institute, an author, podcaster, marketing speaker, and entrepreneur.In their conversation, Joe recounts his journey from hitting rock bottom to founding the successful Content Marketing Institute and emphasizes the importance of patience, strategic outsourcing, and listening to customer feedback. Tune in to learn how shifting business models, the power of investing in coaching, and how building a robust audience can propel your business forward.In this episode, you'll discover:The importance of patience and adjusting your business model based on customer feedbackThe benefits of strategic outsourcing, allowing you to focus on your strengths and passions while delegating non-core tasks to othersHow to build a successful content business by prioritizing audience engagement, effective communication through newsletters, and diversifying revenue channelsThings to listen for:[07:06] Joe's launch of his successful online content marketing platform[09:28] The insights Joe has from reassessing product launch[15:28] Delegate tasks, communicate regularly and set boundaries[18:33] The importance of community bonding and support in marketing industry[24:19] What Joe learned from taking a one-year sabbatical[29:25] Writing fiction involves character development and surprises[33:16] Joe's content marketing model[38:39] Building patience and outsourcing for business growthResources:Floyd CoachingThe Culture AssessmentMatthew Kelly's BooksFloyd Coaching's BlogConnect with the Host & Floyd Coaching:Kate Volman's LinkedinFloyd Coaching on LinkedinFloyd Consulting on FacebookFloyd Consulting on TwitterFloyd Consulting on YouTubeFloyd Consulting on Instagram

Unlock the secrets to mastering digital marketing in my latest episode featuring an interview with the legendary Robert Rose. Robert is the guru on all things content marketing, but our conversation did not stop there. In this episode, Robert shares his journey from the dot-com boom to becoming the CMO of a startup, leveraging content to outshine industry giants and co-founding the Content Marketing Institute with Joe Pulizzi. We also touched upon how the latest advancements in AI, including ChatGPT 4.0 and Claude AI, are revolutionizing content strategies and what these mean for businesses. We dissect Google's latest algorithm changes and explain why long-form content and a data-driven approach remain vital to staying ahead in the SEO race.We'll explore how the landscape of content marketing has evolved, why personal branding is crucial for small businesses, and the innovative integration of AI in marketing strategies. Robert emphasizes the need for a clear content process before adopting AI, illustrating through real-world examples like the legendary weather predictions of A Plus Roofing. We'll also discuss how content marketing now focuses on holding attention and creating meaningful customer relationships, using unique stories and value propositions to differentiate in saturated niches.Stay tuned as we unravel the secrets to a successful content marketing framework and share practical tips on aligning your strategy with the customer journey. Plus, hear about Robert's book "Content Marketing Strategy" and his insights on the rising role of content entrepreneurs. Let's dive in and master modern marketing together!Guest LinksRobert Rose WebsiteRobert on LinkedInContent Marketing Strategy on AmazonLearn More: Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/freebies/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Au programme de la conversation entre Marie et Mony : 01:07 Les grands défis en B2B pour 2023  03:04 Bien gérer les outils 04:20 Les erreurs les plus fréquentes dans le marketing B2B 09:30 Le contenu, la clé de voûte de la communication 14:45 Les opportunités dans le B2B pour 2023 22:30 La chose sur laquelle Marie a changé d'avis 27:20 La ressource essentielle Mais aussi beaucoup d'autres sujets ! Références abordées :  LinkedIn de Marie : https://www.linkedin.com/in/marie-lorphelin-4516768b/ Content Marketing Institute : ⁠https://contentmarketinginstitute.com/⁠   --  ⚡ Connecte-toi à Mony ⁠⁠ici⁠⁠. Je suis Mony Chhim et je déploie des programmes LinkedIn Ads qui amplifient les demandes entrantes et opportunités des entreprises B2B avec un panier moyen annuel > 10k€/an. 45+ clients accélérés.

The Content Entrepreneur: Critical Strategies to Accelerate Your Success As a Content Creator by Joe Pulizzi and Friends ABOUT THE BOOK: From “The Godfather of Content Marketing” comes business-changing insights from 33 experts on the proven way to build a content business. In this comprehensive guide for serious content creators, you'll find critical strategies to accelerate your success as you move from content creator to content entrepreneur. The Content Entrepreneur walks you through the entire content creation process, showing you how to: Start and set up your content business How to choose your content niche and platform Which technology to choose (including leveraging AI) Strategies to build and keep a loyal audience How to repurpose your content Create a marketing plan for the long run Generate multiple forms of revenue Plan for long-term growth Set the right goals for your business and family situation This comprehensive guide includes over 40 chapters from 33 of the leading content experts on the planet ranging from audience building to revenue generation. The authors of this book have “been there, done that” and share their years of experience to help you become the content entrepreneur you've always dreamed of. ABOUT THE AUTHOR: Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event.  He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states. And, interesting fact – he is now a member of a VERY exclusive club - The Marketing Book Podcast 7-Timers Club!   Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/content-entrepreneur-joe-pulizzi 

Joe Pulizzi is the founder of multiple startups, including content creator education site, The Tilt, Content Entrepreneur Expo, and the Content Marketing Institute, which he successfully exited in 2016. He is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is a professional public speaker, having spoken over 400 times in 20 plus countries on content marketing, the creator economy, and entrepreneurship. He graduated from Bowling Green State University with a bachelor's in communications in 1995, and from Penn State with a master's in communications in 1997.   In this episode, Joe shares his experience building the Content Marketing Institute, the failures he endured along the way, his strong commitment to goal-setting, and his association with the color orange. He also talks about jumping into writing a thriller novel to challenge himself creatively. Joe also shares his insights around the difference between content creators and content entrepreneurs, and why he believes it's an important distinction.  At the end of the episode, current Penn State student Riley Auer joins the conversation. Riley is the founder of Bootleg Boomerangs, which sells high-quality hand-made wooden boomerangs. Bootleg Boomerangs has a large focus on content creation, with over 31,000 subscribers on YouTube. Riley talks through some challenges he faces in growing his business with Joe, who gives advice regarding ad placement in video content, finding the true super fans through exclusive giveaways and experiences, and striking the balance between being a business and being a place for fun content. Episode Chapters 0:00 – 3:49 Intro and journey summary   3:49 – 4:43 Growing up next to Cedar Point Amusement Park  4:43 – 6:42 Undergrad at Bowling Green – Do I have to declare a major? 6:42 – 9:32 Graduate student at Penn State, teaching speech class  9:32 – 12:12 Struggling on the job search  12:12 – 15:16 The evolving business model of content marketing  15:16– 19:30 The inception of Content Marketing Institute  19:30 – 22:11 The moment he realized he had made it  22:11 – 24:34 What's the deal with Joe's orange self-branding?  24:34 – 28:36  Setting goals and exiting CMI  28:36 – 30:41 Taking a sabbatical  30:41 – 31:59 Becoming a thriller author  31:59 – 33:45 Launching the Tilt and Content Entrepreneur Expo  33:45 –  35:54 The difference between Content Creator vs. Content Entrepreneur  35:54 – 37:50 Defining the Tilt's audience  37:50 – 38:32 How to get connected to Joe  38:32 – 40:01 The Orange Effect Foundation, providing access to speech and play therapy for autistic children  40:01 – 55:51 Student Questions – Joe gives actionable advice to Riley Auer, Bootleg Boomerangs founder 

Joe Pulizzi knows content. He also knows how to think about the business of content.As if hosting the podcasts This Old Marketing and Content Inc. aren't enough, he established Content Marketing Institute and Content Marketing World.And now, Joe has a new book and a new business model, The Content Entrepreneur, to help you can make a business out of your content.Timeless Leadership has been named a Top 50 Podcast in the Management category by Goodpods.Links* The Content Entrepreneur by Joe Pulizzi* The Tilt newsletter* Tilt Publishing* Joe's podcasts: This Old Marketing and Content Inc.* Timeless & Timely newsletterMusicAmericana - Aspiring by Kevin MacLeod is licensed under a Creative Commons Attribution 4.0 license.   https://creativecommons.org/licenses/by/4.0/Source:   http://incompetech.com/music/royalty-free/index.html?isrc=USUAN1200092Artist: http://incompetech.comContactGet in touch with Scott to discuss a speaking engagement or to find out about his executive coaching and business advisory services. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.timelesstimely.com/subscribe

Get $100 your CEX tickets by entering the discount code OWENS100   My newsletter: https://simonowens.substack.com/   When Joe Pulizzi launched The Tilt in 2021, he already had a pretty good idea of how to build a successful media company. Back in 2017, he had sold his previous media startup, The Content Marketing Institute, to one of the world's largest event conglomerates.   Joe ran The Tilt with a very similar playbook – first starting with a weekly newsletter, and then expanding into an in-person conference called The Content Entrepreneur Expo, or CEX. The venture was so successful that he sold it to Lulu Press in 2023.   In our interview, Joe talked about his newsletter growth strategy, what it takes to put on a successful conference, and why he prefers the term “content entrepreneur” instead of “creator.”  

Many conferences get hundreds of speaker submissions. How can you make yours stand out so it gets selected? Then, once you do get selected, how do you make sure you deliver an engaging presentation at the conference? That's what I talk about with my guest Cathy McPhillips, who is Chief Growth Officer at the Marketing AI Institute. Along with the virtual events they host year-round, they also host an in-person conference called MAICON, which I spoke at in 2023. I invited Cathy on the show to share with us: Her background and what brought her to the Marketing AI Institute How Cathy and the team select speakers for MAICON and their other events What they look for in speaker submissions What makes a great speaker at their events (based on audience feedback) Tips she has for the listeners who want to speak at conferences >What they're doing at the Marketing AI Institute and you can get involved About My Guest: Cathy McPhillips is Chief Growth Officer at the Marketing AI Institute, overseeing marketing, growth, and customer experience, including MAICON and AI Academy for Marketers. Previously, Cathy led marketing at Content Marketing Institute and Content Marketing World, managed community growth for Share Our Strength's No Kid Hungry campaign, and owned her own strategic digital marketing business. She started her career at two Cleveland advertising agencies. Cathy was an Ohio University Jerry L. Sloan Visiting Professional in Public Relations, is a Folio: Top Women in Media, and a MarTechExec Woman You Need to Know in Martech.   Show notes at https://www.speakingyourbrand.com/388/  Marketing AI Institute: www.marketingaiinstitute.com The Artificial Intelligence Show podcast: https://www.marketingaiinstitute.com/podcast-showcase  Discover your Speaker Archetype by taking our free quiz at https://www.speakingyourbrand.com/quiz/ Connect on LinkedIn: Carol Cox = https://www.linkedin.com/in/carolcox Cathy McPhillips (guest) = https://www.linkedin.com/in/cathymcphillips Related Podcast Episodes: Episode 245: How to Get Selected as a Speaker by Event Organizers with Sarah Soliman Episode 342: I Almost Got Stuck in the Expert Trap: How I Created My Recent Successful Conference Presentation

I am so excited to have Joe Pulizzi on the show today. Joe has been creating great podcasts like Content Inc., and This Old Marketing show for years to coincide with his amazing books like Content Inc., Epic Content and  The Content Entrepreneur.  Joe also created and sold the Content Marketing Institute and is now the man behind the Content Entrepreneur Expo (May 5-7, 2024, in Cleveland, Ohio). Use the coupon JP100 to save $100. In 2014, he received the "Lifetime Achievement Award" by the Content Council. He successfully exited CMI in 2016 and wrote an award-winning mystery novel, The Will to Die. In other words people, Joe is a "Big Shot Smarty Pants" (the highest level of coolness here at the SOP). Get your pencils ready. Join the School of Podcasting Community Risk-Free Are you looking to start your own podcast but don't know where to begin? Look no further than the School of Podcasting. Our comprehensive online courses and one-on-one coaching will teach you everything you need to know, from equipment and editing to marketing and monetization. With our proven methods and unlimited one-on-one consulting, you'll be creating high-quality, engaging content in no time. Say goodbye to the frustration and uncertainty and hello to a successful podcasting career with the School of Podcasting. Use the coupon code schoolofpodcasting.com/listener to save on a monthly or yearly subscription.   Mentioned In This Episode Join the School of Podcasting Community Joe's books: Content Inc., Epic Content and  The Content Entrepreneur.  Joe's Podcasts: Content Inc., and This Old Marketing Joe's Website: https://www.joepulizzi.com/ Joe's Newsletters: The Tilt, and the Orangeletter. Content Entrepreneur Expo (Coupon JP100) Book Launch Secrets Course Profit From Your Podcast Book Where Will Dave Be? Question of the Month Power of Podcasting Network Dave's YouTube Channel Dave's Podcasting Newsletter Buy Dave a Coffee Put Dave In Your Pocket   Podcasting 2.0 Chapters 00:00:01 - Why Joe is Here? 00:00:24 - Opening  00:01:23 - Joe Pullizzi Interview 00:01:48 - Joe is a Good Guy 00:02:34 - The Tilt Newsletter (https://www.thetilt.com/) 00:04:19 - What is Content Marketing? 00:06:02 - Where to Start When There is No Audience? 00:08:32 - Davus Interruptus How to Sell in a Balanced Way 00:11:37 - Joe Knows What I Want 00:12:16 - Tracking Marketing Success? 00:14:32 - The Orange Newsletter (https://www.joepulizzi.com/signup/ ) 00:17:16 - You Don't Need to Be Everywhere 00:20:50 - What is Engaging Content? 00:24:59 - How Long Does it Take to Build An Audience? 00:27:42 - Lessons Learned From Mistakes 00:29:22 - Join the School of Podcasting Worry Free  00:30:23 - Podcasting Checklist (https://www.schoolofpodcasting.com/checklist) 00:30:37 - What Joe Would Do Differently? 00:33:47 - Content Entrepreneur Expo (https://cex.events) 00:35:40 - Do These Tips Apply For Entertainment Shows?  00:40:39 - Networking At CEX  00:41:50 - CEX.EVENTS COUPON JP100  00:43:22 - Don't Just Take Notes  00:44:34 - My Takeaways  00:46:19 - Question of the Month (https://www.schoolofpodcasting.com/question ) 00:47:20 - Profit From Your Podcast (https://www.profitfromyourpodcast.com/book ) 00:47:53 - Book Launch Secrets (https://www.schoolofpodcasting.com/booklaunchsecrets ) 00:48:32 - Can You Share the Show?  00:49:49 - Bloopers - Polishing Content  

Learn how to use content marketing to build your own creator business. Today we are talking to Joe Pulizzi, best-selling author of seven books including Content Inc. and Epic Content Marketing. He is the founder of multiple startups, including the Content Marketing Institute, and the content creator education site called The Tilt, as well as founder of the Content Entrepreneur Expo.  Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World Conference.  He successfully exited the Content Marketing Institute in 2016 and has two weekly podcasts. One is the Content, Inc. Podcast. The other is the award-winning content news and analysis show called This Old Marketing with Robert Rose.  This is the Brands On Brands Podcast with Brandon Birkmeyer CONNECT WITH ME Connect with me on social media: https://www.brandsonbrands.com/hotlinks JOIN THE PODCAST BRANDING ACADEMY Get tactical podcasting trainings and access to one-on-one coaching! https://www.podcastbrandingacademy.com THE PODCAST WALKTHROUGH & WORKSHEETS Quickly attract your first or next 1000 listeners. Get your free copy of The Podcast Walkthrough and worksheets. https://www.brandsonbrands.com/the-podcast-walkthrough  

The Content Marketing Institute recently published the results of their latest survey and our team had some thoughts! Tyler sat down with Connor and Jake to talk through the stats and what it means for the state of video in 2024.

In an extraordinary alliance between the American Marketing Association and The Content Marketing Institute, a new Professional Certified Marketer (PCM) course and certification has been forged. Join us as marketing master Robert Rose tells us what the PCM quest holds for those who wish to become a certified master of the marketing universe. From mastering the arts of content strategy and brand storytelling to navigating persona development and ROI, the PCM course empowers marketers to achieve their marketing goals in modern times. We also explore how the strategies of the non-profit realm can inspire for-profit businesses to generate humanized connections with audiences. Whether you're a seasoned marketer or embarking on your journey, this episode can be your compass for new content marketing knowledge and achievements! Show notes - https://marketingsuperpowerpodcast.com/episode/the-certified-marketer-quest  

Over the last decade, Content Marketing Institute has become the leading informational resource in the world for marketers looking to leverage content to spur and support business growth. CMI was founded in 2007 by Joe Pulizzi, now widely recognized as the Godfather of Content Marketing. In this mini masterclass, Joe shares the genesis of Content Marketing Institute and explains how he built the business to first serve his core audience, but also with the intention of selling for "Forever Money." This episode is ideal for content marketing professionals and content entrepreneurs who want to learn how to build a business from the ground up to one day sell for millions... but who are committed to investing in audience and serving that audience with value over the long haul.========================

Welcome to episode #914 of Six Pixels of Separation - The ThinkersOne Podcast. Here it is: Six Pixels of Separation - The ThinkersOne Podcast - Episode #914. In a digital world where content is king, Robert Rose stands out as a master craftsman (and good friend), shaping narratives that resonate and drive business success. As a seasoned author (Managing Content Marketing, Experiences: The 7th Era of Marketing, Killing Marketing, etc.), consultant, and content marketing rock star, Robert has been at the forefront of defining and refining the strategies that make content a pivotal part of contemporary marketing. Robert's latest book, Content Marketing Strategy, is a beacon for marketers navigating the choppy waters of the digital age. The book is not just a treatise on content marketing; it's a comprehensive guide to crafting a strategy that aligns content with broader business goals. Drawing from his extensive experience, Robert elucidates how content can be a transformative force, turning audiences into advocates and browsers into buyers. The journey of Robert as a content marketing strategist is one marked by a deep understanding of how stories can shape brand perception and consumer behavior. His work has not only helped businesses find their voice but also fine-tune it to echo across the digital landscape. His approach goes beyond mere content creation, delving into how to manage, measure, and monetize content effectively. As the founder and chief strategy advisor of The Content Advisory, Robert has been instrumental in steering businesses toward narrative-driven growth. His consultancy work has seen him collaborate with global brands, helping them to craft content strategies that are both innovative and impactful. His insights are sought after in boardrooms where the conversation is about turning content into a competitive advantage. Beyond his consulting and writing, Robert is a prolific speaker, bringing his thought leadership to conferences and corporate workshops worldwide. His keynotes are a blend of practical advice, industry insights, and forward-thinking ideas - all delivered with a storyteller's flair. Robert's contributions to the field extend to his role as a Chief Strategy Advisor for the Content Marketing Institute (which is also the home of Content Marketing World - originally created along with his This Old Marketing podcasting co-host, Joe Pulizzi). Here, he has been a guiding force, helping shape the discourse around content marketing and ensuring that practitioners have access to the latest trends, tools, and tactics. The power of smart and strategic content cannot be denied. Enjoy the conversation... Running time: 1:07:00. Hello from beautiful Montreal. Subscribe over at Apple Podcasts. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. Check out ThinkersOne. or you can connect on LinkedIn. ...or on Twitter. Here is my conversation with Robert Rose. Content Marketing Strategy. Killing Marketing. Managing Content Marketing. Experiences: The 7th Era of Marketing. The Content Advisory. This Old Marketing. Content Marketing Institute. Content Marketing World. Check out Robert on ThinkersOne. Follow Robert on LinkedIn. Follow Robert on Threads. This week's music: David Usher 'St. Lawrence River'.

Join Dots Oyebolu as he talks to Joe Pulizzi, founder of The Tilt and pioneer of content marketing. In their conversation, Joe shares insights into the evolving landscape of content marketing, drawing from his extensive experience and success in the field.Key Takeaways:(01:09) Joe Pulizzi's extensive background in content marketing and the founding of Content Marketing Institute.(08:45) Slow adoption of content marketing by large companies and the concept of marketing departments being profitable on their own.(12:37) Embracing a media company mindset enables brands to rapidly build audiences by acquiring existing popular blogs or media entities.(17:58) Breaking even as a content entrepreneur is a long-term investment .(25:51) The need for marketers to focus on fewer content distribution channels to excel.(29:22) Auditing existing content for optimization opportunities.(34:35) Email subscribers as a key marketing KPI.(37:43) The impending impact of AI on marketing and content creation.(40:23) The future of marketing and the potential for rapid advancements.Resources Mentioned:Joe Pulizzi -https://www.linkedin.com/in/joepulizzi/The Tilt | LinkedIn -https://www.linkedin.com/company/the-tilt-news/The Tilt | Website -https://www.thetilt.com/Creator Economy Expo -https://cex.events/Insightful Links:https://www.impactplus.com/blog/annual-content-marketing-strategyhttps://businessesgrow.com/2022/05/23/10-ideas-about-the-future-of-content-marketing/https://www.searchenginejournal.com/why-its-time-to-reinvent-and-future-proof-your-approach-to-content-marketing/490953/#closehttps://blog.hubspot.com/marketing/future-content-marketinghttps://aicontentfy.com/en/blog/role-of-artificial-intelligence-in-future-of-content-marketingThanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing

Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your host is  Kelly Molson, Founder of Rubber Cheese.Download the Rubber Cheese 2023 Visitor Attraction Website Report - the annual benchmark statistics for the attractions sector.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website rubbercheese.com/podcast.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. Show references: https://carbonsix.digital/https://www.linkedin.com/in/pmarden/Paul Marden is the Founder and Managing Director of Carbon Six Digital and the CEO of Rubber Cheese. He is an Umbraco Certified Master who likes to think outside the box, often coming up with creative technical solutions that clients didn't know were possible. Paul oversees business development and technical delivery, specialising in Microsoft technologies including Umbraco CMS, ASP.NET, C#, WebApi, and SQL Server. He's worked in the industry since 1999 and has vast experience of managing and delivering the technical architecture for both agencies and client side projects of all shapes and sizes. Paul is an advocate for solid project delivery and has a BCS Foundation Certificate in Agile. https://www.rubbercheese.com/https://www.linkedin.com/in/kellymolson/Kelly Molson is the Founder of Rubber Cheese, a user focused web design and development agency for the attraction sector. Digital partners to Eureka! The National Children's Museum, Pensthorpe, National Parks UK, Holkham, Visit Cambridge and The National Marine Aquarium.Kelly regularly delivers workshops and presentations on sector focused topics at national conferences and attraction sector organisations including ASVA, ALVA, The Ticketing Professionals Conference and the Museum + Heritage Show.As host of the popular Skip the Queue Podcast for people working in or working with visitor attractions, she speaks with inspiring industry experts who share their knowledge of what really makes an attraction successful.Recent trustee of The Museum of the Broads.  Transcription:  Kelly Molson: Welcome to Skip the Queue, a podcast for people working in or working with visitor attractions. I'm your host, Kelly Molson. In this new monthly slot, Rubber Cheese CEO Paul Marden joins me to discuss different digital related topics. In this episode, we'll talk about how you can make your site more interactive and the tasks and costs associated with that. You can subscribe on all the usual channels by searching Skip the Queue. Kelly Molson: Hello. Back for a fourth time. Paul Marden: Hello. Kelly Molson: What attraction have you visited most recently, and what did you love about it? Paul Marden: Do I go first? I always go first. Kelly Molson: We've got a format now. Don't break the format. I'm comfortable. Paul Marden: I went to the Titanic Museum just recently. We were exhibiting, actually, at the Association of Science and Discovery Centres at their annual conference in Belfast, which was actually at W5 in the Titanic quarter of Belfast. And I could talk loads about W5, which I will do in another session. But the place that I went to that I was most kind of emotionally moved by which I'm a bit of a geek and I'm fairly concrete in terms of my emotional stuff, for me to feel moved. Kelly Molson: Yeah. It's normally me that's got the blubbing. Paul Marden: Yeah. So I was blown away by the experience at the Titanic Museum. I've never been to a museum with so few artefacts, which, of course, is because everything was lost at sea. And so the whole museum is about telling the story through reproductions and immersive experiences, which was all amazing. But then you stumble upon one of the original artefacts as you're wandering around, and there's only a handful of them, but it hit me like a brick wall when I actually came across them. So there's a life jacket. There's only twelve of those left in existence, and they've got one of them at the museum. And you walk into this room, where all of the names of the victims of this tragedy are on this massive wall. And it's a darkened room, but lit in the centre of the room was this one life jacket. Paul Marden: Amazing. And then you walk around and there's a section talking about the root cause of the accident. And there are the keys to the binocular store from the crow's nest, which happened to be in the second officer's pocket. And he had to get off the ship in Southampton and he didn't get back on, and so there were no keys. And so the people that were in the crow's nest couldn't open the box with the binoculars that would have led them to see the iceberg. Kelly Molson: Wow. What a story. That wasn't in the film. Paul Marden: No, it wasn't in the film. So it's really impactful. And then the storytelling was amazing, but completely lost on me. So I was chatting to. I made a new friend, Lucinda Lewis, the CEO of Catalyst Science and Discovery Centre, and we would, like, both say how amazing it was, how impactful it was. And she was like, "Yeah, and the dominoes." And I'm like, "Dominoes? What dominoes?" Paul Marden: And she was like, "Did you not see when you were looking at all of the root causes, they wrote them on these big pillars that were toppling, showing you the domino effect." I was like, "Okay, yeah, that was completely lost on me." Kelly Molson: So lesson for you is you need to pay more attention to the interpretation next time. Paul Marden: Completely clueless to the subtext of what was going on around me. But the story was amazing. Kelly Molson: Story is really cool. Yeah. I have never heard that before. That's really impressive. I think that picture that you painted of all the names with the one kind of life jacket in the middle of it is so powerful. I can see it in my head, but I've never seen it. Paul Marden: That was only one of a dozen kind of really powerful memories that I've got of being just blown away by their storytelling and how they communicated what happened. It was just an amazing place. Kelly Molson: Nice. I've got it. I missed that I couldn't make it to the conference this year because I was elsewhere. Paul Marden: Absolutely. What have you been doing recently? Where have you been? Kelly Molson: So this is a very recent one, literally last week, last Thursday, I was very kindly invited to go and visit the Ashmolean Museum, which is a free to enter museum. But what I really liked is they have a very large donations area as you first walk in and you've got card donations. Beep. So easy. I never have cash, so that was a big thumbs up for me. The museum is brilliant. I mean, it has some brilliant exhibitions in it that are there. They're always there. But I was really keen to go and see their colour revolution exhibition, which is all around Victorian art, fashion and design. Some of you might not know this about me, but I was a graphic designer in the past, actually. Probably. Actually, loads of you people know about that. Loads. Kelly Molson: I was a graphic designer once upon a time and I was a packaging designer and just design and colour. And also I've got a real passion for kind of interior design as well. So all of these things just, I have a big love of. So this exhibition for me was like, "This is the one. This is a big tick." What I found really fascinating is that Victorian Britain has this kind of connotation of being really dull and dreary, and the exhibition was kind of exploring that. It's absolutely incorrect, but they start with Queen Victoria's morning dress, which is a really powerful image. So after Prince Albert's sudden death, she plunged into a very deep grief. And she actually wore. I didn't know this. She wore black for the remaining 40 years of her life. I had no idea that she. Kelly Molson: I mean, I knew she mourned for a really long time. I had no idea she never wore another colour again. So she's obviously such an iconic image, an iconic person of that era, that image probably sticks with you, which is why it adds to that illusion of Victorian's love in the dark completely. But they didn't they really love colour.  And they love to experiment with it. And they have a big thing about insects and animals and bringing that into the colours that they wore. And the jewellery, like, some of the jewellery, like this beetle necklace, was just incredible. And there is a lot of. I know that they have a lot of that in their kind of fabrics and their kind of artwork from that time as well. But what I really loved is really small artefact in the museum that I totally loved. So it was a very early colour chart, like a paint sample colour chart. So this is quite current for me at the minute. Kelly Molson: My office is full of furnishings because we're renovating a cottage in Norfolk and it's not ready, but I've had to order all the things for it or find them off Facebook Marketplace and eBay and charity shops and vintage places and my office. So colour chart and all of that kind of stuff is, like, right up here at the moment. But anyway, there was an 1814 Scottish artist called Patrick Syme, and he tried to solve the problem of how to describe colour by giving each one of them a name. But he draw nature to do this. So you have, like, mole's breath now from Barrow and ball and lighting green and those kind of stuff. Well, this is where this started in the Victorian age, so it's absolutely beautiful. I posted it on my LinkedIn. Kelly Molson: But this colour chart is just gorgeous and it gives a number for each colour. So number 54. Its name was Duck green. The animal that it was named after is the neck of Mallard. I actually thought the colour was neck of Mallard, which I was like, that's absolutely brilliant. The vegetable that it was similar to is the upper disc of yew leaves, and the mineral is. I don't know if I'm going to pronounce this Ceylanite and I Googled it isn't green. I had no idea what ceylanite is, but it's not green. Paul Marden: Yeah, I'd struggle to identify a yew tree, let alone the upper disc green of a yew tree's leaf. Kelly Molson: Well, there you go. Honestly, I loved it. I loved every minute of it. It was really interesting. And that for me was like, I know it's a really small artefact, but it was the standout one for me because it just connected with some of it is so current for me at the moment. It was £15 pounds to go and see this exhibition and that is money well spent. It's open now until the 18th of Feb 2024. So totally get yourselves along to visit that. And also their restaurant and food is top notch. Paul Marden: Was it good? Was it really okay? Kelly Molson: We'll talk about that another time. Paul Marden: We've done a few of the Oxford Uni museums, but we've not done the Ashmolean yet, so that needs to be on my list of places to go. Kelly Molson: Yeah, definitely worth a little visit. Okay. Right. We're going to talk about interactivity today. Making your website more interactive can improve engagement which is more likely to improve your conversion rate. But very few attractions have interactive elements, which is quite surprising, actually. So we're going to talk about how you can make your site a bit more interactive and immersive. So one, the stat from the survey is that, 53% of visitor attractions survey don't have any interactive elements on their websites. Kelly Molson: So that's like. I'm quite surprised about that because during the pandemic, went all in on interactivity. We had to. It was the only way that you could kind of get people to your site and get people engaged in what you were doing. And we're talking about things like virtual tours, interactive maps, or even just integrating video and audio on your site is a way of making it interactive as well. So, yeah, I was quite surprised that it was so low, actually. Paul Marden: Yeah, it surprised me as well, because a lot of the people that we talk to want that kind of interactive content added into their sites. Kelly Molson: Do you think. And I'm not trying to make us idiots here again, because we did enough of that on the last episode, but do you think that people understand that video and audio is an interactive element? Paul Marden: That's a good point. Kelly Molson: Or is our expectation of it to be more. Because audio and video, do we see that as a standard thing now? We don't see that as a special element. Paul Marden: That could be absolutely true. And we talked a lot about things that we could do to improve the survey for next time. There's a real risk, isn't there? Because you could ask a lot more very detailed questions. Do you have a virtual tour? Do you have an interactive map? Do you have video and audio on your site? And now, all of a sudden, we've gone from one question to three questions, and we're asking too much of everybody when they fill stuff in, so you end up having to have broader questions, but those broader questions themselves become a little ambiguous. So maybe there's an element of. It could be that there's a bunch of people in that 53% of people that don't have interactivity, that may have stuff that is video or audio that we would consider to be interactive, but they don't. Kelly Molson: Do you think as well, that because life has gone back to relative normality for the majority of us, that we just are not engaging with those things as much, or they just not seem to be as relevant anymore? Paul Marden: Yeah, it's interesting, isn't it? We talk about audience personas and trying to personalise the site to give people exactly the content that's relevant to them. Who is the target audience for the virtual tour? Is the target audience for a virtual tour the people that are going to come visit? Is it a way of enticing people to come and physically come on site? Is it a way of extending the reach of the attraction, or let's say it's a cultural or museum kind of setting? Is it a way for them to extend the reach of their collection to people that can't come. Understanding what the interactivity is there for and how it enables the audience to achieve the goal that they're trying to achieve. And for the clients, the attraction themselves, to be able to achieve what their goal is for that audience group is interesting. Paul Marden: Interactivity for its own sake doesn't help anyone if you're not really thought about why you're putting it there. Kelly Molson: Yeah, I was just trying to think. I've got a really good case study of this and I've forgotten the name of the place. I want to talk about it, but I've forgotten the name of it, so I'll give you an explanation of it instead. Years ago, so. Oh, God, I think this is. In 2015, Lee and I went to Australia on holiday. Lee actually asked me to marry him in Australia at Ayers Rock. It was very romantic. Paul Marden: Oh, wow. Kelly Molson: But one of the best, I should say that was the best trip, obviously, that was the best trip, but one of the other best trips that went on while were there. When were in Melbourne, I've gone to the island and I've forgotten the name of the island. It's come off totally out of my head. But went to see the little penguins, so the penguin parade that comes in. These penguins come in to shore every night and you can go and watch them come in. It's like an army of miniature penguins. And it genuinely is the most magical thing I've ever seen in my whole life. And you can't take photos because it hurts their eyes. So you're immersing yourself into this experience and it's all up here in my head. Kelly Molson: Well, during the pandemic, they started live broadcasting it on Facebook and I was like, "Shut up. This is amazing." Because it's an expensive trip back to Australia, but I'd love to do that again. I would absolutely 100% go back and do that again.  But this was like a magical opportunity to see it in my home office and watch it as well. So those kind of opportunities, I think, are pretty magical. Paul Marden: You reminded me of in the middle of lockdown, I was obsessed by watching the webcam at Monterey Bay Aquarium. Kelly Molson: I just got something else that got obsessed about a few weeks ago, which is I watched the webcam Sandringham have got. No, is it Sandringham or Balmoral? One of them have got a webcam with the Red Squirrels. I think it's Balmoral. And I got absolutely, totally obsessed with it. Had it on in the corner of the screen just while I was working, just going, "Is it there yet? Is it back yet? Red squirrel. Red squirrel."Paul Marden: I think it might be. The two of us were looking at penguins and sea otters during the height of the pandemic when were desperate to travel. Now, watching Red squirrels on a webcam might be, might not have the same justification for the rest of your day's life. Kelly Molson: It's really cool. It's really cool. You don't get to see red squirrels very often. Paul Marden: No, you don't. Kelly Molson: Anyway, apologies went off on a total tangent, but you can see, look, we've got really animated about this, so you can totally see the value of having those kind of experiences on your website and being to engage with different audiences. Paul Marden: Should we do a stat? Should we talk about some numbers?Kelly Molson: Yeah, what's the benefits? Paul Marden: Yeah. So HubSpot again. We talk about HubSpot data all the time. But HubSpot found that interactive content like quizzes, assessments and polls can increase time spent on a website by 80%. That one's lifted straight out of the survey that we put into there. But there's some more. The Content Marketing Institute shows that 81% of marketers agreed that interactive content grabbed more attention than static content. But that chimes with the data that we gathered from people, doesn't it? Because a lot of people do think that this is important stuff. Maybe not quite to the same level that the Content Marketing Institute found, but obviously people in the results set from our survey thought that this was important. Kelly Molson: Yeah. And I think it depends on what that interactive content is. So, interestingly, when we did the live webinar for the report, we had someone on the webinar mention that they were a bit worried about distraction. So we talk a lot about focusing people's attention on the job in hand, which is ultimately showcase what your attraction does, get them to buy a ticket. And this person said, are we distracting them from those journeys by doing that? But I don't know if it's part of the purchase journey. I think it might be post purchase. It feels for me like post purchase, getting them to come back and engage in your site, repeat visit stuff, just those things around quizzes and assessment and polls and stuff like that. And also this example that I just gave about the little penguins. Kelly Molson: I absolutely will go back to that place one day and being able to engage with it keeps it front and centre of my mind to go. When we go back to Australia, I'm going to take my kid to see that because she will love it. I'll make sure she loves it. And I don't know if it's part of the first point of engagement. I think it's post purchase engagement. Paul Marden: That's interesting. Yeah. What the problems say? Kelly Molson: Anyway, problems? Sustainability. Paul Marden: Yeah. Shall I share a bugbear of mine that I share regularly in meetings all the time. But a lot of interactive content, especially the stuff that uses video, can be inherently unsustainable. Video uses bandwidth. And a lot of people don't think of the impact that websites can have on CO2 emissions. Yeah, it's a link that I don't think many people make. I certainly didn't until there's been a lot of talk around in our industry about this in the last couple of years and it's really opened my eyes up. It's easy to understand if you work for an airline, you can see the CO2 emissions coming out the back of the plane, but if you build websites, you don't see it necessarily, but video consumes bandwidth and bandwidth takes all of these things, the compute power to produce the video and publish it out onto the Internet. Paul Marden: And then to shift all of that data across the Internet ultimately uses energy, and that energy comes at the cost of producing CO2. So one of the obvious ways, if we're just talking about video itself, because video is one kind of more interactive element, avoiding autoplaying videos, which is my absolute bugbear when you land on a home page of a website. And the video autoplays that for me, now that my eyes have been opened to the impact of it, I only used to see the conversion rate benefit, but now the cost associated with that is clear in my mind. And I think if we can avoid doing that and find other ways to increase conversion, I think that's really important. But also doing things to make sure that we understand what the sustainability impact of the web pages that we produce. Paul Marden: So as we make our web pages more complex, they will produce more CO2 as a result of doing that. And I think as people become more aware of this, the world is going to change. At the moment, the people that buy from us, this is not something that is front and centre of their minds in the buying process, I think, at the moment. And there's a lot of power in the hands of the marketers and the procurement people to make it so that technical people like us that build things are required to take that sustainability perspective into account when we're building things and making sure that we build things sustainably. Kelly Molson: And then there's accessibility. So interactive elements can be really great for people that can't visit your site, for one example. However, the digital aspect of that means that you could intentionally put something on your site which actually is less accessible for people who have visual impairments or hearing impairments, for example. Paul Marden: Yeah, absolutely. If you've got video with audio, have you got subtitles? If you've got video, do you have audio descriptions that describe what the video is showing? If you've got an interactive map, how would you provide a more accessible way of being able to see the interactive map? If you've got a 3D, interactive, immersive virtual tour, how will you interact with that? If you can't see it, to interact with it, those are all things that people need to be thinking about. And many of the institutions that we work with will have a statutory obligation to think about it as well. It's not just a nice to have, it's a statutory obligation to do it as well. Kelly Molson: Yeah, for sure. Okay, so who's doing it well? I think we should just caveat this one by saying that our report and a survey and subsequent report are all anonymous. Kelly Molson: If we ever share anyone's information, that is, in relation to the report data. We have asked for their express permission. Prior to this. Prior to sharing. In this instant, we've just gone out and found some stuff on people's websites and gone, “We really like this. This is really cool.” So we're not talking about these institutions in relation to survey data? Paul Marden: No, absolutely. Should we talk about. The first one in our list was Mary Rose Trust. And the Mary Rose Museum has got an amazing array of interactive artefacts that they've listed off the bottom of the seabed and made it available on the website so you can come.  Kelly Molson: With your mouse, you can turn it around. Not with your hand.Paul Marden: Not yet. The technology isn't quite there yet, but, yeah, you can interact with those artefacts and I think that's pretty amazing for an organisation like them, to be able to share those, because they've got an amazing collection of Tudor artefacts and to be able to share those with the outside world is really impressive. Yeah. Kelly Molson: So that's like a simple technology where you can kind of 3D model the artefact and you can spin it around and you can click on elements of it that will tell you a little bit about this part of it or where it was found or the condition of it, et cetera. So that is super cool. What was the other one on this list that you were like, “This is great.”Paul Marden: I really loved the Museum of London's Victorian Walk. It's a 3D tour affair and obviously they've scanned, taken photos and composed this together into this really cool 3D tour system that you can just move around and experience what life is like on a Victorian walk. I was blown away by, you were talking about the colour of Victorian England. Yeah, it was a really colourful experience. So in my mind, it was a bit like going into diagonally in Hogwarts in the Harry Potter world. It felt that kind of side street of London kind of thing. But you really got into it. It was very cool. Kelly Molson: Oh, that's one for me. So I should go and do that and do a little comparison of how colourful it was based on my Ashmolean experience. Paul Marden: Absolutely. Kelly Molson: Okay, next steps that someone can take if they're thinking about stuff like this. So assess what you can do really quickly and easily. So what do we already have? Paul Marden: Yeah, a lot of people are already going to have stuff, aren't they? So what video have they got? What audio have they got? Were they like Mary Rose and had a bunch of 3D scans of their artefacts that then you can stick into a tool and put onto your website. Obviously, if you've got a large collection and you want to 3D scan everything and put it onto your website, that's not a trivial undertaking, is it? But if you've already got the 3D scans of stuff and you need to then make it available on the website, then the step might be relatively much simpler than scanning your whole collection. Kelly Molson: Yeah. So have a look through your video, your audio, your 3D elements. What do you already have, what can you make more of? And then what can you easily add to your current site? Paul Marden: Yeah, absolutely. A lot of websites can add video and audio just straight out of the box. I'm going to get a bit geeky and talk about iframes, but essentially an iframe is a little cut out area of your website that you can post a little bit of content into that a lot of different interactive tools on the web will enable you to do so. The 3D models. There's a tool that you can create 3D models of the world in that we've used on a number of different projects. And then you just embed it as an iframe, which is essentially take a URL of your 3D scan and you pop it into your website and it comes out and works on the page as is. It's pretty awesome. And takes so little effort for your developers to be able to add it to the site. Kelly Molson: Cool. And then think about what you could commission or think about some of the things that you could potentially look at as a larger piece of project work. Paul Marden: Yeah, I mean, there's a brainstorming exercise, there, isn't there, of trying to get lots of people together and come up with creative ideas and think about what you can do. Some of the other stuff that we've talked about. Easy. Doesn't take a lot of effort. You've got the assets already or it's relatively easy to add them to your site. But what else could you do? That takes a lot of effort and planning. Kelly Molson: Ask your visitors. Ask people what more they'd like to see. Paul Marden: Yeah. Figuring out what your audience wants and how do you get them to that is step number one, isn't it? Kelly Molson: Okay, and then what kind of budget are we looking at for some of these things? Paul Marden: How long is a piece of string kind of question? This one isn't. It's really hard adding interactive maps onto your site that are fully accessible and easy to use. I guess you're looking at a few thousand pounds to be able to do that, potentially less depends on what you want to put into your interactive map, video and audio. If your website already supports it and you got a whole library of this stuff that you want to share with the outside world, it could cost you nothing but the time it takes you to add it to the site. And then you get into some of the more complex elements like the you can imagine that creating a 3D kind of immersive virtual walkthrough, that's not a trivial job. Paul Marden: If you want to go and photograph an entire exhibit, walk around the whole floor plan of your museum and create an amazing virtual tour. That's going to take some effort, both in terms of getting the right people to turn up with the right kit to be able to do that photography, and then in terms of the technology that's needed to turn that into a virtual tour, and then the effort to embed that into the website itself could be amazing. Probably not a cheap exercise.Kelly Molson: No, substantial investment, and just need to make sure that you're doing it for the right reasons and for the right audience as well. Also podcast if you are thinking about doing a podcast for your museum or your attraction, which I think is a genius idea, give us a shout and we'd be happy to share some of our kind of top tips. Kelly Molson: I think we did an episode on it back in the day with Paul Griffith from Painshill Park, who actually, he interviewed me on this podcast and we talked about some of the reasons that we did it, how we set it up, and some of the kind of costumes around that as well. So it's worth having a little bit through, dig through the archive, but if you got any questions on that then yeah, give us a shout. Good chat again today. I enjoyed this. Paul Marden: Been good, hasn't it? Kelly Molson: Yeah. I'll see you next time. Paul Marden: Thank you. Cheers, mate. Bye. Kelly Molson: Bye bye. Kelly Molson:  Thanks for listening to Skip The Queue. If you've enjoyed this podcast, please leave us a five star review. It really helps others find us. And remember to follow us on Twitter for your chance to win the books that have been mentioned. Skip the queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. You can find show notes and transcriptions from this episode and more over on our website, rubbercheese.com/podcast. The 2023 Visitor Attraction Website Report is now LIVE! Dive into groundbreaking benchmarks for the industryGain a better understanding of how to achieve the highest conversion ratesExplore the "why" behind visitor attraction site performanceLearn the impact of website optimisation and visitor engagement on conversion ratesUncover key steps to enhance user experience for greater conversionsDownload the report now for invaluable insights and actionable recommendations!

A study conducted by the Content Marketing Institute and LinkedIn reported that 80% of the content created by marketing teams goes unused by sales. So how can organizations make sure that the content they create is not only relevant to sales, but being used in the right ways? Here to discuss this topic are Sara Hughes, senior manager of marketing operations, and Lindsay Simons, senior director of acquisition marketing at Limeade. Thanks for joining, Sara and Lindsay! I'd love for you to tell us about yourselves, your backgrounds, and your roles. Sara, let’s start with you. Sara Hughes: Hi, I’m Sara. I’ve been at Limeade for just over six years now, and I have played many different roles on the marketing team here, from project management to marketing operations, and have quite a bit of experience using Highspot and how to really leverage it for our organization. SS: Welcome, and Lindsay, how about a little bit of background on yourself? Lindsay Simons: Hi, I’m Lindsay, and I’ve been at Limeade for nine years. I started off smiling and dialing in an inside sales position, and today I am the senior director of acquisition marketing. The budget line item for Highspot is under me, and so is Sales Enablement, as well as a couple other fun programs too that we’ve made Highspot a key part of the function. I am excited to be here today. SS: Wonderful. I’m excited to have you both here. Now, prior to Highspot, tell me what were some of the challenges that your organization was facing and how is that impacting your roles in the marketing world? Sara, if I could send this one to you, I’d love to hear your perspective. SH: Yeah, absolutely. One of the biggest issues that we had in our organization was that since we are a SharePoint org we have all of our files and all of our documents there. One thing that was very difficult for us to control and manage was version control. The introduction of Highspot really helped us leverage the tool in order to not only protect the content that we have but also protect our employees so that they’re leveraging the latest and greatest and so that all of sales and marketing is really singing from the same songbook. That’s something that was a huge issue for us especially, as you know, in marketing you’re constantly revving and iterating on all of your different assets and constantly trying to stay as current and up to date as possible. That was one of the biggest reasons we really got Highspot and signed on in addition to just the need for sales enablement and really enabling our sales teams to do the best work that they can with the materials that we would create for them just on sales enablement. LH: On that note, for a while there, marketing became almost a service counter for just content, and then the content would be in the wild, and we’re like, how’s it going out there, content? This really helped us start to be a leader and to proactively say, here’s the content, how to use it, when to use it in a playbook style, and then have great insights into usage. For a while there, we were flying blind with content and just saying yes. I think that was a huge shift. Now the team just knows it as sales enablement, but for a while there, there was a lot of pain. SS: I bet. How have you overcome some of those challenges? You guys have touched on it a little bit, but how have you overcome some of these challenges since implementing Highspot? SH: We’ve actually integrated our Highspot instance with our SharePoint so that we’re updating it in one location on SharePoint. Once we’ve gotten new content, new creative, new angles, and even embracing new industries that we might be selling to, things like that, and creating custom content. By uploading it to SharePoint and having that integration with Highspot, we are able to stay automatically up to date with the latest and greatest. I keep going back to the version control piece, but that is such a huge piece, especially as messaging is constantly changing. It’s also helped us really create and form that link between marketing and sales so that they know exactly what we’re working on or what is the latest and greatest based on what is showing up in Highspot for them so that they know they’re not missing something. They’re always getting the latest and greatest from us. LS: I would just say in addition to that, because you’re spot on Sara, and I think as we onboarded new employees and showed them our content and how we use it, we started to really leverage Highspot as a great onboarding tool and create these homepages for different teams. They can get familiar with the content and then have some self discovery and then the search functionality is incredible. Then we kept it simple on the enablement side, and because the links made it so easy to either link to a spot or a homepage or a specific piece of content, we love a link farm, an email just really heavy with links that points to Highspot, but then we just recreate that within Highspot.  It was a really great tool to meet the sales team where they are, but then use that as a broader tool for the rest of the company even if we didn’t have the entire company necessarily on a seat, you can always pitch a Spot, like with a bunch of content. We termed it microsite. That’s the term that made sense internally. We use a lot of microsites to pitch content and to make sure that the broader company is just even familiar with the latest marketing campaigns and that they can share it with their network and that we can still see how broad it goes. Content management was why we bought it, but I just want to highlight all the reasons why it’s been such a sticky tool because we’ve seen the impact and overcomes challenges that we’re experiencing, which is a broader strategy. SS: I love that and I definitely want to drill into that. SH: To tack on to that as well, we have been able to leverage Highspot for various other departments. Things like onboarding our own employees has been a really unique use case for the tool and giving all employees, instead of looking at a stagnant or stale SharePoint site, they’re looking at a customized curated microsite, as Lindsay said, of materials, talking about who we are, where we’ve been, where we’re going, and it really helps I think with onboarding new employees, especially when you’re in a remote world. I think that’s become so important to have them have as much information and an ease in the way that they can navigate through that information and find what they’re looking for. SS: I love that. Now, I know we’ve talked about all the different ways that you guys have been leveraging Highspot, and I know that you guys started in terms of leveraging it from a content management perspective. I would love to understand from your perspective, what does good content management look like? In other words, what are some of your best practices for effectively managing that content? Sara, I’d love to send this one to you. SH: Clear organization is just the name of the game when it comes to content management, it’s organization and version control. One of the things that I actually find super important when it comes to this is searchability. If you have a list of content or a list of assets you could have millions of things in there. The thing that I think is really important with content management is to make sure, one, that everyone can easily search and find what they’re looking for. If they’re looking for something to sell to a particular industry, they can use the search field and look up that industry, and we have curated a bunch of things already. We also have the microsites that help people navigate if they’re not sure what they’re looking for yet and they want to browse. It’s organized in a way that’s by topic, it’s intentional, and it’s not just a never ending list of things. It’s constantly being curated in that way. That’s really one of the most important things. It also really enables our sales teams and other teams to be as self sufficient as possible without having to go through and navigate and find out where did this go, I thought this was here? Oh, I moved it. There’s none of that with Highspot because even if a location has moved, you can always search for it and you can favorite spots and things like that and even create your own spot so that your most used tools and assets are really relevant at just the click of a button. SS: Amazing. You have clearly been doing an amazing job because Limeade has improved content efficiency by 78% with Highspot, which is a ratio of the time spent using content to the time spent now looking for content. What are some of your best practices for optimizing the findability and the usability of your content, Lindsay? LS: I think one from a broader strategic lens, helping the sales team and broader company understand the rhyme and reason to why we create content first and foremost. When we start to launch content, they understand where it sits in our broader strategy, and they can start to anticipate what’s coming down the pike for them. Also, having a lot of channels to make new content to put in their awareness. For us, we have quite a large tech stack. We even have our own platform, Limeade, which we sell. It’s our well being solution that also provides engagement and we would plug some of our great content that we’re putting out there on that tool. It starts at the top of just making sure that there is a way to plug content in and let people understand where it’s coming from and what it’s trying to solve for. Just on that note on what it’s trying to solve for, we mapped content to a buyer’s journey and their whole company is starting to kind of buy into what this buyer’s journey and what are our point of views out there. When it comes to the type of content marketing is creating, it gets more scientific there. That’s where Sara just thrives with tagging it and making sure that there’s a universal way to upload it so that internally and externally there again, some rhyme and reason to why we’re doing it that way and just making sure that we hold people accountable. If it’s all inputted in a strategic way, then the tool remains strategic. I think that’s what we’ve successfully done. The operational rigor is really where it’s at, so Sara just went over of this like content management and what that’s helped us with and what best practices are, but from what made that 78% possible was getting the sales team bought into our strategy and then seeing that come to life within Highspot and all the goodies. Once you finally get to see the ebook or the video or the infographic and get to use it and pitch it and then get to pair it together, they start to see the magic. SS: I love that. Now, as you mentioned, Lindsay, it’s really important to make sure that you are tracking what works and what doesn’t so that you can optimize things. Sara, I know one of your areas of expertise is driving program and initiative performance through reporting. How have you been leveraging Highspot Analytics to measure what works and what doesn’t so you can optimize content effectiveness? SH: The analytics area of Highspot has been super helpful for us because as marketers we’re constantly generating content and iterating on existing content. Obviously over the years that list grows and grows and becomes a bit of a bear and it has this extensive library essentially. The way that we’ve really leveraged the analytics specifically with activity logs and content lists and scorecards is to basically see who’s using what and how and how often. It essentially tells us exactly what the most popular assets are so that we also know where to focus future updates. Say they’re using a sales deck that we’ve created. Maybe we haven’t touched it in a month or something like that, but we’re noticing that everyone on sales loves this deck. Knowing tha, being able to see that in analytics and having that information is super helpful because then we know we need to pay a lot of attention to the sales deck. That is the most important thing to sales. They use it constantly. We see them using it. It also helped us interact with people there. People can send through feedback and then we can get those requests, which is great. It really keeps it just this live dialogue happening where we’re constantly able to really improve on the assets that we do have. On the other hand, looking at an asset, say we spent hours and lots of manpower and things on a particular asset that’s not getting any sort of use, it forces us to be a bit reflective to say is this the right asset? Do people not know where it is? How do we need to enable them? Is that content just not what they’re looking for or not helpful to them? In a remote world, it’s so key to understand that because you’re not having the hallway discussions, you’re not having the water cooler impromptu conversations. It’s super helpful to have that information at our fingertips all the time because it really gives us a little bit more of a finger on the pulse of what’s going on with the other organizations, but specifically sales. SS: Absolutely. Now, a lot of the time I think some folks don’t necessarily know how to think about the relationship between content and sales productivity, but by optimizing the impact of your content, how have you guys been able to influence sales productivity? Lindsay, I’d love to hear from you on this front. LS: We had an awesome CMO who came and joined us, who really helped us refine our focus. Our focus going into 2023 was to talk to the right person at the right time with the right content. We spent a lot of 2022 just really honing in on the right person and studying that buyer persona and understanding what type of content they want to consume, like what kind of content is for more self education at the top of the funnel versus they’re showing some buying signals and they might be ready to buy and market for a solution like us. I think a large part of our time for a long time was just spraying and praying that the content was sticking and that people just loved how much we loved it. What our CMO helped us really understand is it has to hit them at the right time, and seasonality is everything. When it comes to productivity, we love a slogan; ‘work smarter, not harder', and that’s what we made playbooks of just like what works and how do we figure out what works? Sara showed a large part of just like what they’re actually using, but then we also have leveraged Visible, as part of a relationship with Marketo. The attribution also shows when key contacts are engaging with set Highspot content at key moments in the funnel and mapping those activities to certain milestones. It is super complex because our buying cycle is about 18 months, so it’s hard to point to one piece of content and then poke into that content to say, like, why did it work, but you can see a lot with the correlation of just like, okay, brochure, you get a lot of clicks late in the funnel. What does that tell us? I just think the right content at the right time mixed with works smarter, not harder, helps with productivity. The link farms and pointing people in the right place to finding those channels and how to proactively inform, and then let them have a voice to help inform back. If they are like, I want this piece, we’re like, we’ll say yes, because again, it fits into this larger content strategy and what we’re trying to solve for. It’s not just a one-off conversation. Also, to Sara’s point, Gong tells us we have a piece on participation because the word participation is used so much. That wasn’t the word that we like to use, but we prefer engagement. If you think it’s participation, we’re going to make a lot of content with the word participation. To answer your question simply, we let the sales team into the marketing’s brain, let them understand why we’re doing content, and then show that it is impactful if they follow the playbook and use the party tricks that their teammates are showing them. SS: I imagine it has to help though, Lindsay. As you mentioned in your introduction, you have a background in sales at Limeade before you transitioned over to marketing. Tell us a little bit about how your sales background impacts how you approach your role and how you collaborate with sales? LS: My background is in sales development, inside sales, whatever you want to call it, and really figured out that when you personalize the outreach it isa lot more effective. That’s account based marketing basically, is it creating these experiences that feel very targeted, very personalized, and the whole why me, why now coming to life within it. My background in sales was just like, how do you do that at scale? We will do some account research and be like, okay, here’s your pain points in a perfect world we’ll spend two hours crafting this up, but like, you can’t do that at scale. How do you package up your content in little ways that make it pretty easy to customize, segment, target, however you want to say it. That is what you’re doing is packaging up your content and positioning it in a way that says, wow, I need to read this exactly right now or consume it. My background in sales helped me understand how to make that easy for the sales team and how to make it feel like that is the path of least resistance versus just knocking on a lot of doors and uncovering rocks with cold outreach. How can you kind of figure out what are they interested in by using some of the MarTech that we’re investing in to drive that behavior and then serve up this content that we’ve either curated by industry, pain point, point of view, product or solution? We’ve tried to position and package it so they can just go, okay, here’s a menu, use it versus be left to your own devices and just add logos to random things. SS: You talked about how you are bringing sales into the fold and getting their feedback. I imagine that that has helped significantly in terms of collaboration and alignment. Can you talk to us about what that looks like now at Limeade with your sales team since you’ve implemented it in an enablement platform? SH: I think the best thing you can hear from a salesperson is I got what I wanted and like yeah we will deliver and like here you go, and the rest of you guys can all use it too. Also, getting that trust from the sales leader of the confidence of like I know what my sales team is doing out there. That requires collaboration and so having a tool that you can still have your ability to make it your own, but you’re staying within the sandbox gives people autonomy to do what they want, but the accountability to stick to the songbook. We always sing from the same song sheet, because it does sound better. The whole goal of ABM is that it feels like an orchestration, that, yes, it’s the same message, maybe said a little bit differently. What Highspot does a great job is telling the teams here is the science is there, here’s all the content, and yes, you can piece it together, you can add your own, because it’s customizable. I just think that there’s so much content going to waste, and then certain content bubbles up again. For collaboration it really depends on the organization we’ve been fortunate to work with some badass sales leaders who just like want to talk shop and be like, oh, in a perfect world, I’d like to talk about this and like, okay, but like, let’s go with like Gong’s telling us, or let’s look at why we’re losing deals and these common themes. How do we be proactive and think of something that will break through the noise and we can have a unique perspective on it. They’re like, oh yeah, that’s fun to talk about too and then they’ll talk about that with us and we’ll get their unique insights, but ultimately we’re trying to just empathize with the buyer to prove like you have a pain point and we’re just here to help you make some progress. And if you hire us, buy us, rent us, whatever, that’s good too. But I think content management really helps. Sales feel involved, but also marketing to have a bird’s eye view and not have to fly blind. SS: Absolutely. On that note, I’d love to understand what are some of the key business results that you have achieved since implementing Highspot? I’d love to understand any key data points you might be able to share. SH: I can definitely share a really fun one that we are hanging our hats on. For a long time, we had too many KPIs, let’s be real. We were measuring everything under the sun, and a lot of them were just vanity metrics. Our CMO came in and really helped us focus on the thing that matters most. When you really think about it for what we sell into the enterprise space, the SaaS solution, the win rate really matters. Unfortunately we were stagnant for five years, same win rate, so if you’re going to go that way, the only way to grow is by volume and it’s exhausting just adding a lot at the top of the funnel from a marketing perspective. After a huge overhaul of our sales enablement, we redid a lot of the homepages within Highspot. We made a company KPI that was making sure at 85% usage each week across the company. What we were successfully able to do is increase our win rate by 75%, which is huge in a market like ours. We can’t take credit for it and be like, yeah, it’s content that did it. It’s a huge team effort, but we can point back to the fact that we were singing from the same song book, but we know why we’re winning. We know why we’re losing and we increased our velocity and win rate, which is the best case scenario. So no, it’s not a causation of Highspot, but is it correlated? Absolutely. We feel really proud of that. It was nice that we were all marching towards the same metric and really connecting the sales and marketing organizations. SS: I love that. Well, thank you, Sara and Lindsay, so much for joining me today on the podcast. I appreciated the insights you shared and your lens on both sales and marketing alignment with enablement. Thank you both. LS: Thank you, this was so much fun.  SH: Thank you. SS: To our audience, thank you for listening to this episode of the Win Win podcast. Be sure to tune in next time for more insights on how you can maximize enablement success with Highspot.

In this Marketing Over Coffee: In this episode learn why most organizations fail at content strategy, how you can build an effective strategy, and more! Direct Link to File Brought to you by our sponsor: Trust Insights and Miro Discovering Content Marketing as a Silicon Valley CMO Chief Strategy Advisor with The Content Marketing Institute […] The post Talking Content Marketing Strategy with Robert Rose appeared first on Marketing Over Coffee Marketing Podcast.

Co-founder of the Content Marketing Institute, current Chief Troublemaker at The Content Advisory, and author of Content Marketing Strategy: Harness the Power of Your Brand's Voice, Robert Rose is a marketing powerhouse. This bona fide industry legend digs into how we should be using AI to create profitable workflows, the impact of AI on search and SEO, and how brand influences our content strategies. 

Is your brand strong enough that you can release logo-less content and people still know it's from your company? Are the visuals, the font, the tone and voice so clearly yours? Brand is so nuanced. But when done well, your name will be the first in the buyer's mind when they're ready to make a purchase. In this episode, we're taking tips from a show that has super strong branding: White Lotus. We're discussing Season 2 with Atlassian's Head of Brand Content, Natalie Mendes. Together, we're talking about how to cultivate a brand that will take you from season to season, investing in the heroes of your brand, and much more. Now, you can put on your bathing suit, but we wouldn't recommend getting in the water for this episode of Remarkable.About our guest, Natalie MendesNatalie Mendes is Head of Brand Content at Atlassian. She is an award-winning marketing leader with a wealth of experience in content marketing spanning over a decade. At Atlassian, she started and grew the brand content team, with a track record of building successful content strategies that drive traffic, engagement, and conversion. She has  won several awards, including Best B2B Content Site from Digiday and Best Digital Publication from Content Marketing Institute. She has experience in SEO strategy and content development, paid and organic social media, email marketing, website development, and PR.At Atlassian, she leads strategy and execution of content on their website, blog, podcasts, video, and social media. She has grown a team of skilled and motivated content marketers that serve and support their brand and product marketing strategies, as well as managing external agencies for social media and web development. They have grown organic monthly pageviews by 1000% in the past 3 years and proved out paths for sales. She has grown a thriving and engaged following for Atlassian brand and won multiple excellence awards in B2B Content Strategy and Podcasting.About AtlassianAtlassian is a portfolio of products that enable teams, increase collaboration and communication, and help businesses obtain their desired business goals. They connect teams to share work and drive higher productivity and outcomes. The teams they support include software, IT, business, marketing and more. Their team of 7000+ Atlassians supports an international group of 250,000+ customers. They build tools like Jira, Confluence, Bitbucket, and Trello to help teams across the world become more nimble, creative, and aligned.About White LotusWhite Lotus is about the guests and employees of a fictional resort chain of the same name, White Lotus. While initially everything is beautiful and picture-perfect on the surface, there's a darkness underneath that reveals itself more and more as time goes on. The second season is set in Sicily and stars Jennifer Coolidge as Tanya McQuoid-Hunt, F. Murray Abraham as Bert Di Grasso, Michael Imperioli as Dominic Di Grasso, Adam DiMarco as Albie Di Grasso, Aubrey Plaza as Harper Spiller, and her husband, Ethan Spiller is played by Will Sharpe. It starts off with the death of a guest at the White Lotus resort and revolves around the sex lives of the characters from cheating to addiction. This is different from the first season, which focused on money and privilege. The series was created by Mike White for HBO and premiered in 2021. There are now two seasons and a third in production, which will reportedly be filmed in Thailand. Each season is set at a different White Lotus resort. The first season was set in Hawaii. It has won ten Primetime Emmy Awards and two Golden Globes.What B2B Companies Can Learn From White Lotus: Cultivate a brand that can carry you from season to season. And piece of content to piece of content. You should be able to use your brand voice across channels. The key is that your content has to be of high value to your audience. They learn to look forward to your content and trust the quality of it. Natalie says, “It's so much easier and efficient in a lot of ways to build on something that's working than to try to change up your story every single year and try new marketing formats just for the sake of it. When you can build on something over time, that's where you see the benefit and the growth, even from an organic SEO standpoint, we still see lots of great traffic coming to our old content. It's not all about the new stuff every time.” It's like how we know that each season of White Lotus takes place in a different luxury resort. And it sets the stage for drama to unfold. So the audience learns to trust the quality of the storytelling and looks forward to a dark, complex plot that is undeniably White Lotus.Highlight the “heroes” of your brand. Whether it's a character in your marketing or a fan favorite product, give your audience more. Natalie says, “Find your darlings and really invest in them.” She says, “Whether that's something that starts in your digital world and becomes an event in the real world, or your customers rally around one of your products or a new feature, letting that take off and knowing that that is gonna be good for your brand and good for your customers, while still having the regular cast of characters in the mix.” In White Lotus, it was Jennifer Coolidge's character, Tanya, who became very popular. And references to her, including memes, are all over the internet. At Atlassian, they unleashed evangelists with resources and messaging to consult with customers. These evangelists, or heroes, strengthen their brand and accelerate the business.Quotes*”It's a show where there is no hero. Nobody really wins. And I think that's sort of what I like about it too, is it's more of a character study in these people and what's driving them to do things and what's holding them back and what are their secrets.” - Natalie Mendes*”Once I started watching White Lotus, I just got immediately hooked on the story and the intrigue. So it's a show where you know the ending but then the whole show is about figuring out how it happened. And so I love how that storytelling device hooks you immediately and then you become part of the show.” - Natalie MendesTime Stamps[0:53] Meet Natalie Mendes, Head of Brand Content at Atlassian[2:40] What is Natalie responsible for in her role at Atlassian?[4:31] What is White Lotus about?[8:11] Why is White Lotus remarkable?[23:02] How does Natalie think about brand?[25:54] What B2B marketing lessons can we learn from White Lotus?[34:59] What's Natalie's content strategy?LinksWatch White LotusConnect with Natalie on LinkedInLearn more about AtlassianListen to TeamistryListen to Work CheckAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

It's always so fun when another marketer joins the podcast! On this episode, Miranda sits down with Jackie Bebenroth, brand strategist and entrepreneur, to discuss all things marketing your business. She brings a unique perspective to the podcast as she primarily works with businesses that have scaled or are looking to grow past the initial small business phase of 0-5 employees.  She's a seasoned marketing professional and she and Miranda have such a natural flow to the conversation that you'll be left wishing you had a part two!  In this episode, we discuss: Nuances of niche-ing down Specific marketing messaging Better Connecting with your audience through getting specific and clear with yourself  Coming into your own as a business owner Identifying what you do and don't want in your business and how to build that Jackie's Productive Distancing Method  Jackie Bebenroth is an award-winning positioning expert and agency founder who draws from two-decades experience as a brand strategist and entrepreneur to help visionary leaders achieve transformation inside their businesses and beyond. Jackie has shaped some of the nation's leading brands. Using her own Productive Distancing techniques for brand strategy, she helps businesses evolve and define their true purpose – the WHY – so they can march forward with unwavering clarity and confidence. At her agency, Muse, she leads a team of strategists and creatives who are dialed into the needs of clients in nutrition and wellness segments, where behavior and lifestyle change is a prerequisite to success. She's picked up a few accolades along the way, most notably a SXSW Interactive finalist award and Content Marketing Institute's Content Marketing Leader of the Year.   Connect with Jackie: Website Muse Agency Website LinkedIn Instagram Twitter   ***** Be sure to tag us on social media to let us know you're listening!   Connect with Miranda on Instagram @marketinguninhibited Learn more about Marketing for the Uninhibited at https://marketinguninhibited.com/  

Content Marketing Strategy: Harness the Power of Your Brand's Voice by Robert Rose About the Book: Do you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can. An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not approach it strategically. As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach. Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success. The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing. About the Author: For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, tell their stories more effectively, and understand how the strategic use of digital content drives sales and better customer experiences. Over the last ten years, Robert and his firm The Content Advisory have advised more than 500 companies, including McDonalds, Salesforce, Hilton, Facebook, UPS, Adidas, LinkedIn, KPMG, NASA, The Bill & Melinda Gates Foundation, and 15 of the Fortune 100. Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 guiding it to be the leading global content marketing education and training organization. As an educator, Robert's work in content marketing has been integrated into universities such as Ohio University, Kent State, and the University of Southern California.  Robert's previous books include two co-authored with Joe Pulizzi – Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand, and Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit (which was featured on episode 139 of The Marketing Book Podcast in 2017). And, he co-authored with Carla Johnson Experiences: The 7th Era of Marketing (which was featured on episode 12 in 2015). Robert is also the co-host of the This Old Marketing Podcast with Joe Pulizzi, the founder of The Content Marketing Insitute. And, interesting facts – he is a former playwright and Hollywood screenwriter, and is a diehard Dallas Cowboys fan! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/content-marketing-strategy-robert-rose

Jackie Bebenroth is a positioning expert and founder of the agency Muse. She and her team help transformative leaders with positioning through their unique Productive Distancing approach. We discussed all of this and more this week on the On Brand podcast. About Jackie Bebenroth Jackie Bebenroth is an award-winning positioning expert and agency founder who draws from two decades of experience as a brand strategist and entrepreneur to help visionary leaders achieve transformation inside their businesses and beyond. Jackie has shaped some of the nation's leading brands. Using her own Productive Distancing techniques for brand strategy, she helps businesses evolve and define their true purpose – the WHY – so they can march forward with unwavering clarity and confidence. At her agency, Muse, she leads a team of strategists and creatives who are dialed into the needs of clients in nutrition and wellness segments, where behavior and lifestyle changes are prerequisites to success. She's picked up a few accolades along the way, most notably a SXSW Interactive finalist award and Content Marketing Institute's Content Marketing Leader of the Year. Links from the Show Jackie's agency Muse has positioned over 80 brands! A question we need to be asking ourselves more: How is your brand showing up in the world? What brand has made Jackie smile recently? “I'm gonna bring up a brand that you shouldn't search for at work,” Jackie began. “Shinesty has such a unique brand voice. Someone should give the copywriter a high five.” Connect with Jackie on her website, her agency website, and LinkedIn.   As We Wrap … Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS. Rate and review the show—If you like what you're hearing, be sure to head over to Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! Learn more about your ad choices. Visit megaphone.fm/adchoices

 Morgan and Wendy recap their epic week at Content Marketing World 2023!  Wendy Covey and Morgan Norris were in Washington D.C. last week to attend and share their own expertise at Content Marketing Institute's annual Content Marketing World conference. ResourcesConnect with Morgan on LinkedInLearn more about Content Marketing WorldLearn More about Content Marketing InstituteElizabeth Banks' American Heart Association CommercialBlog: The Power of Voice of Customer Insights for Engineering CompaniesBlog: Stop, Collaborate, and Listen: Harness Voices of CustomersPodcast: Conducting Customer Interviews with Morgan NorrisConnect with TREW Marketing Learn About TREW Marketing Order the book! Content Marketing, EngineeredConnect with WendyTREW Marketing is a strategy-first content marketing agency serving industrial companies that target highly technical buyers. With deep experience in electronics, test and automation, software, and engineering services, TREW Marketing helps clients build trust and generate demand.

Next week, Content Marketing World will be coming to Washington, DC on September 26-28 and I'm excited to be attending (and that it's in my backyard). There's an amazing lineup and lots of great topics for those in the content marketing industry. Additionally, the Content Marketing Institute's Content Marketing Career & Salary 2024 Outlook is now available, and it offers some interesting insights for those of us in the business of content marketing. Today we're going to talk about some of the key findings in this report, and to help me discuss this topic, I'd like to welcome Lisa Murton Beets, Research Director, Content Marketing Institute. RESOURCES Content Marketing World 2023, the largest gathering of content marketers in the world, is in an all new location, Washington D.C., September 26-28. Produced by the Content Marketing Institute, #CMWorld is jam-packed with keynotes, sessions, workshops, and masterclasses, covering all aspects of content marketing. No matter your level of expertise, you can customize your experience at #CMWorld 2023. Come learn, network and have fun making meaningful connections with fellow attendees and speakers before, during, and after the event.  Register today: https://cmi.media/cmw23/agile BONUS: Use the code AGILE100 to save an extra $100 on your registration. The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com The Agile Brand podcast is brought to you by TEKsystems.Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3 by Joe Pulizzi and Brian Piper About the Book: From the “Godfather of Content Marketing”― this completely revised and expanded edition brings marketers fully up to date on the newest content marketing methods and tools, including Web3 When Epic Content Marketing was first published eight years ago, content marketing was just starting to pick up speed in the marketing world. Now, this approach―which includes everything from blogging to YouTube videos to social media―is the core of most organizations' marketing plans. Fully revised and updated, this new edition walks you through the process of developing stories that inform and entertain and compel customers to act, without actually telling them to. In addition to covering all the important social media platforms that have arisen over the past eight years and introducing the “creator economy,” it shows how to update existing content and make new content that performs in strategic ways. Updates include: New content models, structures, and opportunities Content entrepreneurship, content mergers, and acquisitions Subscriptions and audience building Team structure, the importance of community, DAOs, and creator networks Content options, NFTs, and discord servers Making data-driven decisions to optimize content performance Distributed the right way at the right time, epic content is the best way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about. This updated edition of the trusted guide provides everything you need to succeed in the new world of content marketing. About the Author: Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. Joe is often referred to as “The Godfather of Content Marketing.” In 2014, he received the "Lifetime Achievement Award" from the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die. He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states. And, interesting fact - he is now a member of a VERY exclusive club - The Marketing Book Podcast 6-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/epic-content-marketing-2-joe-pulizzi

Bullseye Marketing: How to Grow Your B2B Business Faster 2nd Ed. by Louis Gudema About the Book: Do you want to accelerate the growth of your B2B company? In Bullseye Marketing, you'll learn how to develop, launch, and scale a successful marketing program for your B2B company. Louis Gudema focuses his Bullseye Marketing Framework exclusively for B2B companies in this second edition. The first edition was named One of the Best Marketing Books of All Time by Book Authority. I have written a new foreword in which I say, “Over the past decade-plus, for my Marketing Book Podcast I've read nearly 500 excellent marketing and sales books, cover to cover. As you can imagine, with that many titles under my belt, so to speak, the range of authors and quality of titles is considerable. Louis Gudema's original Bullseye Marketing is one of my favorites. This new edition is even better.” At the strategic level, readers of Bullseye Marketing will learn the three-phase Bullseye Marketing Framework that prioritizes the fastest, most cost-effective ways for B2B companies to grow faster.  Louis then goes into detail on what it takes to successfully implement close to two dozen marketing tactics, providing hundreds of tips, best practices, and examples for successfully executing B2B marketing campaigns.  While many companies put too great of an emphasis on short-term lead generation, in this second edition Louis presents research around the importance of long-term building of a company's brand and its mental availability to optimize long-term business growth.  He also provides evidence of the importance of creativity in building mental availability, and many examples of creative B2B marketing that go beyond the more typical product-centric marketing seen by many companies. The book also includes interviews with nationally-known marketing and sales leaders Ann Handley, Scott Brinker, Evan Kirstel, Gini Dietrich, Jeanne Hopkins, Jim Ewel, James Carbary, and Zorian Rotenberg, and new case studies. About the Author: Louis Gudema helps B2B companies build their brands and generate leads as a fractional CMO and marketing strategist. He also mentors MIT startups as part of its Venture Mentoring Service, and since 2015 has led an annual marketing boot camp for the MIT startup community.  Louis previously founded a marketing agency serving enterprise companies such as IBM and the Boston Globe. He then pivoted it into a SaaS company and grew it into one of the top companies in its national market before a successful exit. He has acted as vice president of business development at two mid-sized marketing agencies. For several years, Louis was the head of the executive committee for Boston's Sales and Marketing Innovators professional association. Louis speaks frequently on marketing and business at regional and national events and has written for leading business sites including The Harvard Business Review, MarketingProfs, IDG Connect Marketer, Chiefmartech, Venture Beat, The Content Marketing Institute, and Econsultancy. And if that's not enough, he also ghostwrites and co-writes business and marketing books. And, interesting fact - he grew up on a farm in Illinois, and he has won poker tournaments - at casinos!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/bullseye-marketing-2-louis-gudema