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Step into a Cybersecurity Time Machine - Jeff ManCybersecurity strategy is not the same as it was 40 years ago. In this episode, Jeff Man, Sr. Information Security Consultant at OBS, joins host Nabil Hannan to discuss his extensive career in cybersecurity. They explore Jeff's invention of the cryptologic cipher wheel, becoming an expert in security fundamentals, and advice for aspiring cybersecurity professionals navigating today's work landscape.+ + +Find more episodes on YouTube or wherever you listen to podcasts, as well as at netspi.com/agentofinfluence.
Is compliance just a checkbox, or the backbone of real security? Returning to the show with decades of hard-earned insight, Jeff Man makes the case that compliance, especially PCI-DSS, isn't just a formality; it's foundational to modern security. As one of the original architects of the NSA Red Team and a 20-year PCI veteran, Jeff explains how this often-misunderstood framework has shaped everything from pen testing to vendor accountability. Ron and Jeff unpack the six core goals of PCI, how red teams and SaaS builders are directly affected, and why many security teams resist compliance efforts, despite relying on them to get essential buy-in and funding. Impactful Moments: 00:00 – Introduction 01:00 – Does compliance equal security? 02:09 – Jeff returns with PCI firepower 03:15 – Defining security vs. compliance 05:33 – “Show me what you're doing” 06:45 – Six goals at PCI's core 10:45 – Security is watching, not reacting 13:30 – Companies secure because they have to 15:00 – PCI gave red teams their jobs 16:30 – Stripe and Square absorb PCI burden 19:30 – PCI 4.0 causes confusion 21:00 – Vendors aren't your trusted advisors 22:30 – “Hate me, but I'll help” Links: Connect with our guest, Jeff Man: https://www.linkedin.com/in/jeffreyeman/ Check out our upcoming events: https://www.hackervalley.com/livestreams Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/
How do you navigate a cybersecurity landscape where the threats are constantly evolving—and so is the government's role in defending against them? I sat down with Jeff Man, a respected voice in cybersecurity and someone with deep roots in both […] The post Cybersecurity, Trust, and the Shifting Landscape of Government Oversight appeared first on TechSpective.
Watch This Episode On YouTubeAttend A Screening Of PAPER MARRIAGE in Washington, DCTo paraphrase Walt Whitman, Jeff Man is a man that contains multitudes. He often plays a character, like in PAPER MARRIAGE (2024) and SANTA CLAUS (2017), that is reserved and unsure of himself, and the stories, at least partially, revolve around how he -- and the outside world -- reacts to those personality traits. During our conversation, he talks about how he grapples with these questions in his own life and utilizes his art to get to a greater truth.And yet.In many of his short films and his debut feature, PAPER MARRIAGE, he writes, directs, and acts in a lead role. He is an extraordinarily talented, supremely unique filmmaker, which I'd argue makes for a great podcast guest. I think you'll agree.In this episode, we talk about:how he got started in filmmaking and the story behind his debut feature, PAPER MARRIAGE -- he originally thought he'd be a film critic;why he wrote, directed, and starred in his first feature -- the Duplass brothers forced him to do it! (out of love, of course);how he handled the work flow of directing...himself...and other characters;his thoughts on the current political debate surrounding immigration, DEI, and his film, especially on the eve of its Valentine's Day screening;his relationship with the Duplass brothers and how supportive they are of his vision as executive producers;why he loves Washington, DC;keeping up an active Instagram for a debut feature film;how much we love SMOKING TIGERS and the work of So Young Shelly Yo;the real-to-life feeling of PAPER MARRIAGE and how Jeff emotionally and intellectually got there to create such a film;what's next for him.Jeff's Indie Film Highlights: 9500 LIBERTY (2009) dir. by Annabel Park and Eric Byler; DEAD TALENT SOCIETY (2024) dir. by John Hsu; BECOMING WHO I WAS (2016) dir. by Moon Chang-young; Jeon Jim; SMOKING TIGERS (2023) dir. by So Young Shelly YoTrivia:The quote "chance favors the prepared mind" is from Louis Pasteur, not Thomas Edison.Links:Follow Jeff Man on InstagramFollow Jeff Man on VimeoAttend A Screening Of PAPER MARRIAGE in Washington, DCSupport this podcast at — https://redcircle.com/first-time-go/exclusive-content
Send us a textReady to unlock the secrets of cryptography and cybersecurity from a seasoned expert? Join us as we welcome back Jeff Man for the riveting second part of his story, where he navigates a hectic schedule filled with speaking engagements at premier conferences like B-sides Edmonton and GurrCon. Jeff opens up about his efforts to achieve work-life balance and self-care, sharing plans for a rejuvenating two-week road trip and the enriching experience of spending quality time with his spouse. The episode is a treasure trove of insights into personal growth and the delicate dance of integrating professional and personal lives, especially in the wake of retirement and the COVID-19 lockdown.Travel back to 1987 and explore the pivotal role Jeff played at the NSA in enhancing military communications security. We delve into his assignment on the manual crypto systems branch, where he utilized classic cryptographic techniques, including the cipher wheel, to improve the US Special Forces' communication methods. With detailed anecdotes, Jeff recounts how he tackled the challenge of creating a practical and secure solution that could be easily memorized by field operatives, shedding light on the evolution of cryptographic practices and their profound impact on military operations.Our journey through the world of espionage and cybersecurity continues as Jeff shares captivating stories of government espionage, data collection, and the technological advancements that often remain hidden from the public eye. From Cold War tactics to modern data interception techniques, Jeff provides a comprehensive overview of the cyclical nature of intelligence work. Rounding out the episode, Jeff reflects on his transition from the NSA to the private sector, candidly discussing the ethical challenges and evolving landscape of cybersecurity. Don't miss this fascinating exploration of history, personal growth, and the ever-changing world of cybersecurity.Support the showFollow the Podcast on Social Media!Instagram: https://www.instagram.com/secunfpodcast/Twitter: https://twitter.com/SecUnfPodcastPatreon: https://www.patreon.com/SecurityUnfilteredPodcastYouTube: https://www.youtube.com/@securityunfilteredpodcastTikTok: Not today China! Not today
Send us a Text Message.In this insightful interview, Joe sits down with cybersecurity expert Mr. Jeff Man to delve into his extensive background in security and his impactful tenure at the National Security Agency (NSA). They explore how Jeff embarked on his security career, the critical mission of the NSA, and the agency's compartmentalized structure. Jeff recounts his experiences working on significant projects at the NSA and underscores the importance of compartmentalization for security. The discussion also highlights the challenges of government work and the stringent entry requirements for agencies like the NSA.The conversation spans various topics, including the complexities of handling different telecom and operating systems, the advanced technology at the NSA, the pioneering days of hacking and network security, and the formation of the first red team. Jeff shares his motivations for staying at the NSA and the circumstances that led to his departure. Additionally, he talks about his current work in PCI compliance and his active participation in the security community through conferences and podcasts. Don't miss this deep dive into the world of cybersecurity from a seasoned expert.00:00 Introduction and Podcasting03:47 Getting into Security10:47 Jeff's Background and Entry into the NSA15:58 The Mission of the NSA22:27 Challenges of Working in the Government29:07 Overlapping Projects and Duplication of Efforts31:02 Technological Advancement at the Agency36:47 The Early Days of Hacking and Network Security51:42 Reasons for Staying at the Agency54:20 Leaving the Agency and the Significant Incident57:06 Current Work in PCI Compliance and Involvement in the Security CommunitySupport the Show.Affiliate Links:NordVPN: https://go.nordvpn.net/aff_c?offer_id=15&aff_id=87753&url_id=902 Follow the Podcast on Social Media!Instagram: https://www.instagram.com/secunfpodcast/Twitter: https://twitter.com/SecUnfPodcastPatreon: https://www.patreon.com/SecurityUnfilteredPodcastYouTube: https://www.youtube.com/@securityunfilteredpodcastTikTok: Not today China! Not today
In this episode, Chris and Ron Eddings are joined by Jeff Man, a legend in cybersecurity. The conversation begins with Jeff sharing his experiences as a member of the first NSA red team and his involvement in groundbreaking projects. He discusses his early days working with computers at the National Security Agency (NSA) in the 1980s and his role in developing a software-based encryption system. Jeff also points to the significance of the first publicly available web browser and the impact it had on the internet and cybersecurity. Later in the episode, Jeff talks about his transition from the NSA to the private sector and his focus on Payment Card Industry Data Security Standard (PCI DSS) compliance. He explains the importance of PCI and how it provides a framework for organizations to protect sensitive data and maintain secure networks. Impactful Moments 0:00 - Intro 01:15 - Welcome Jeff Man 01:51 - Jeff's introduction to computing and cybersecurity 09:25 - Creation of the first NSA Red Team 15:20 - Leaving NSA and Focusing on PCI 19:41 - Advice for Those Starting in Cybersecurity 21:53 - Staying up to date with Jeff Man Links: Stay in touch with Jeff Man on LinkedIn: https://www.linkedin.com/in/jeffreyeman/ Join our creative mastermind and stand out as a cybersecurity professional: https://www.patreon.com/hackervalleystudio.com Become a sponsor of the show to amplify your brand: https://hackervalley.com/work-with-us/ Love Hacker Valley Studio? Pick up some swag: https://store.hackervalley.com Continue the conversation by joining our Discord: https://hackervalley.com/discord
Tune in to ask our PSW hosts anything you want to know! Join the live discussion in our Discord server to ask a question. Visit securityweekly.com/discord for an invite! Larry Pesce, Jeff Man, Tyler Robinson, and more will be answering your questions, including: What is your advice on avoiding burnout? If each of the hosts had to be a distribution of Linux, which one would each of them be? Which host is the worst influence? Why is security so hard? Will any of you be at RSAC this year and where can we come see you? What current projects are you working on? In the Security News: Using HDMI radio interference for high-speed data transfer, Top 10 open source software risks, Dumb password rules, Grand Theft Auto, The false promise of ChatGPT, The “Hidden Button”, How a single engineer brought down twitter, Microsoft's aim to reduce “Tedious” business tasks with new AI tools, The internet is about to get a lot safer, All that, and more! Visit https://www.securityweekly.com/psw for all the latest episodes! Visit https://securityweekly.com/acm to sign up for a demo or buy our AI Hunter! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly Show Notes: https://securityweekly.com/psw775
Tune in to ask our PSW hosts anything you want to know! Join the live discussion in our Discord server to ask a question. Visit securityweekly.com/discord for an invite! Larry Pesce, Jeff Man, Tyler Robinson, and more will be answering your questions, including: What is your advice on avoiding burnout? If each of the hosts had to be a distribution of Linux, which one would each of them be? Which host is the worst influence? Why is security so hard? Will any of you be at RSAC this year and where can we come see you? What current projects are you working on? Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw775
Tune in to ask our PSW hosts anything you want to know! Join the live discussion in our Discord server to ask a question. Visit securityweekly.com/discord for an invite! Larry Pesce, Jeff Man, Tyler Robinson, and more will be answering your questions, including: What is your advice on avoiding burnout? If each of the hosts had to be a distribution of Linux, which one would each of them be? Which host is the worst influence? Why is security so hard? Will any of you be at RSAC this year and where can we come see you? What current projects are you working on? In the Security News: Using HDMI radio interference for high-speed data transfer, Top 10 open source software risks, Dumb password rules, Grand Theft Auto, The false promise of ChatGPT, The “Hidden Button”, How a single engineer brought down twitter, Microsoft's aim to reduce “Tedious” business tasks with new AI tools, The internet is about to get a lot safer, All that, and more! Visit https://www.securityweekly.com/psw for all the latest episodes! Visit https://securityweekly.com/acm to sign up for a demo or buy our AI Hunter! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly Show Notes: https://securityweekly.com/psw775
Tune in to ask our PSW hosts anything you want to know! Join the live discussion in our Discord server to ask a question. Visit securityweekly.com/discord for an invite! Larry Pesce, Jeff Man, Tyler Robinson, and more will be answering your questions, including: What is your advice on avoiding burnout? If each of the hosts had to be a distribution of Linux, which one would each of them be? Which host is the worst influence? Why is security so hard? Will any of you be at RSAC this year and where can we come see you? What current projects are you working on? Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw775
On this week's Cyber Report, sponsored by Fortress Information Security, Jeff Man, who was one of the first group of “Red Team” hackers at the National Security Agency's “Pit” to improve US government security and is now a senior security consultant at IT services company Online Business Systems and the co-host of the Paul's Security Weekly podcast along with Paul Asadoorian, discusses lessons from his nearly 40-year career including what constitutes a hacker, how threats and defenses have changed over his career, the balance of power between attacks and defenders, training a new generation of talent, the right partnership between government and industry, the efficacy of a certification approach to security, the threat posed by social media sites like TikTok and more with Defense & Aerospace Report Editor Vago Muradian.
About JeffJeff Smith has been in the technology industry for over 20 years, oscillating between management and individual contributor. Jeff currently serves as the Director of Production Operations for Basis Technologies (formerly Centro), an advertising software company headquartered in Chicago, Illinois. Before that he served as the Manager of Site Reliability Engineering at Grubhub.Jeff is passionate about DevOps transformations in organizations large and small, with a particular interest in the psychological aspects of problems in companies. He lives in Chicago with his wife Stephanie and their two kids Ella and Xander.Jeff is also the author of Operations Anti-Patterns, DevOps Solutions with Manning publishing. (https://www.manning.com/books/operations-anti-patterns-devops-solutions) Links Referenced: Basis Technologies: https://basis.net/ Operations Anti-Patterns: https://attainabledevops.com/book Personal Site: https://attainabledevops.com LinkedIn: https://www.linkedin.com/in/jeffery-smith-devops/ Twitter: https://twitter.com/DarkAndNerdy Medium: https://medium.com/@jefferysmith duckbillgroup.com: https://duckbillgroup.com TranscriptAnnouncer: Hello, and welcome to Screaming in the Cloud with your host, Chief Cloud Economist at The Duckbill Group, Corey Quinn. This weekly show features conversations with people doing interesting work in the world of cloud, thoughtful commentary on the state of the technical world, and ridiculous titles for which Corey refuses to apologize. This is Screaming in the Cloud.Corey: This episode is sponsored by our friends at Fortinet. Fortinet's partnership with AWS is a better-together combination that ensures your workloads on AWS are protected by best-in-class security solutions powered by comprehensive threat intelligence and more than 20 years of cybersecurity experience. Integrations with key AWS services simplify security management, ensure full visibility across environments, and provide broad protection across your workloads and applications. Visit them at AWS re:Inforce to see the latest trends in cybersecurity on July 25-26 at the Boston Convention Center. Just go over to the Fortinet booth and tell them Corey Quinn sent you and watch for the flinch. My thanks again to my friends at Fortinet.Corey: Let's face it, on-call firefighting at 2am is stressful! So there's good news and there's bad news. The bad news is that you probably can't prevent incidents from happening, but the good news is that incident.io makes incidents less stressful and a lot more valuable. incident.io is a Slack-native incident management platform that allows you to automate incident processes, focus on fixing the issues and learn from incident insights to improve site reliability and fix your vulnerabilities. Try incident.io, recover faster and sleep more.Corey: Welcome to Screaming in the Cloud. I'm Corey Quinn. One of the fun things about doing this show for long enough is that you eventually get to catch up with people and follow up on previous conversations that you've had. Many years ago—which sounds like I'm being sarcastic, but is increasingly actually true—Jeff Smith was on the show talking about a book that was about to release. Well, time has passed and things have changed. And Jeff Smith is back once again. He's the Director of Product Operations at Basis Technologies, and the author of DevOps Anti-Patterns? Or what was the actual title of the book it was—Jeff: Operations Anti-Patterns.Corey: I got hung up in the anti-patterns part because it's amazing. I love the title.Jeff: Yeah, Operations Anti-Patterns, DevOps Solutions.Corey: Got you. Usually in my experience, alway been operations anti-patterns, and here I am to make them worse, probably by doing something like using DNS as a database or some godforsaken thing. But you were talking about the book aspirationally a few years ago, and now it's published and it has been sent out to the world. And it went well enough that they translated it to Japanese, I believe, and it has seen significant uptick. What was your experience of it? How did it go?Jeff: You know, it was a great experience. This is definitely the first book that I've written. And the Manning process was extremely smooth. You know, they sort of hold your hand through the entire process. But even after launch, just getting feedback from readers and hearing how it resonated with folks was extremely powerful.I was surprised to find out that they turned it into an audiobook as well. So, everyone reaches out and says, “Did you read the audiobook? I was going to buy it, but I wasn't sure.” I was like, “No, unfortunately, I don't read it.” But you know, still cool to have it out there.Corey: My theory has been for a while now that no one wants to actually write a book; they want to have written a book. Now that you're on the other side, how accurate is that? Are you in a position of, “Wow, sure glad that's done?” Or are you, “That was fun. Let's do it again because I like being sad all the time.” I mean, you do work Kubernetes for God's sake. I mean, there's a bit of masochism inherent to all of us in this space.Jeff: Yeah. Kubernetes makes me cry a little bit more than the writing process. But it's one of the things when you look back on it, you're like, “Wow, that was fun,” but not in the heat of the moment, right? So, I totally agree with the sentiment that people want to have written a book but not actually gone through the process. And that's evident by the fact that how many people try to start a book on their own without a publisher behind them, and they end up writing it for 15 years. The process is pretty grueling. The feedback is intense at first, but you start to get into a groove and you—I could see, you know, in a little while wanting to write another book. So, I can see the appeal.Corey: And the last time you were on the show, I didn't really bother to go in a particular topical direction because, what's the point? It didn't really seem like it was a top-of-mind issue to really bring up because what's it matter; it's a small percentage of the workforce. Now I feel like talking about remote work is suddenly taking on a bit of a different sheen than it was before the dark times arrived. Where do you land on the broad spectrum of opinions around the idea of remote work, given that you have specialized in anti-patterns, and well, as sarcastic as I am, I tend to look at almost every place I've ever worked is expressing different anti-patterns from time to time. So, where do you land on the topic?Jeff: So, it's funny, I started as a staunch office supporter, right? I like being in the office. I like collaborating in person; I thought we were way more productive. Since the pandemic, all of us are forced into remote work, I've hired almost half of my team now as remote. And I am somewhat of a convert, but I'm not on the bandwagon of remote work is just as good or is better as in person work.I've firmly landed in the camp of remote work is good. It's got its shortcomings, but it's worth the trade off. And I think acknowledging what those trade-offs are important to keeping the team afloat. We just recently had a conversation with the team where we were discussing, like, you know, there's definitely been a drop in productivity over the past six months to a year. And in that conversation, a lot of the things that came up were things that are different remote that were better in person, right, Slack etiquette—which is something, you know, I could talk a little bit about as well—but, you know, Slack etiquette in terms of getting feedback quickly, just the sort of camaraderie and the lack of building that camaraderie with new team members as they come on board and not having those rituals to replace the in-person rituals. But through all that, oddly enough, no one suggested going back into the office. [laugh].Corey: For some strange reason, yeah. I need to be careful what I say here, I want to disclaim the position that I'm in. There is a power imbalance and nothing I say is going to be able to necessarily address that because I own the company and if my team members are listening to this, they're going to read a lot into what I say that I might not necessarily intend. But The Duckbill Group, since its founding, has been a fully distributed company. My business partner lives in a different state than I do so there's never been the crappy version of remote, which is, well, we're all going to be in the same city, except for Theodore. Theodore is going to be timezones away and then wonder why he doesn't get to participate in some of the conversations where the real decisions get made.Like that's crappy. I don't like that striated approach to things. We don't have many people who are co-located in any real sense, nor have we for the majority of the company's life. But there are times when I am able to work on a project in a room with one of my colleagues, and things go a lot more smoothly. As much as we want to pretend that video is the same, it quite simply isn't.It is a somewhat poor substitute for the very high bandwidth of a face-to-face interaction. And yes, I understand this is also a somewhat neurotypical perspective, let's be clear with that as well, and it's not for everyone. But I think that for the base case, a lot of the remote work advocates are not being fully, I guess, honest with themselves about some of the shortcomings remote has. That is where I've mostly landed on this. Does that generally land with where you are?Jeff: Yeah, that's exactly where I'm at. I completely agree. And when we take work out of the equation, I think the shortcomings lay themselves bare, right? Like I was having a conversation with a friend and we were like, well, if you had a major breakup, right, I would never be like, “Oh, man. Grab a beer and hop on Zoom,” right? [laugh]. “Let's talk it out.”No, you're like, hey, let's get in person and let's talk, right? We can do all of that conversation over Zoom, but the magic of being in person and having that personal connection, you know, can't be replaced. So, you know, if it's not going to work, commiserating over beers, right? I can't imagine it's going to work, diagramming some complex workflows and trying to come to an answer or a solution on that. So again, not to say that, you know, remote work is not valuable, it's just different.And I think organizations are really going to have to figure out, like, okay, if I want to entice people back into the office, what are the things that I need to do to make this realistic? We've opened the floodgates on remote hiring, right, so now it's like, okay, everyone's janky office setup needs to get fixed, right? So, I can't have a scenario where it's like, “Oh, just point your laptop at the whiteboard, right?” [laugh]. Like that can't exist, we have to have office spaces that are first-class citizens for our remote counterparts as well.Corey: Right because otherwise, the alternative is, “Great, I expect you to take the home that you pay for and turn it into an area fit for office use. Of course, we're not going to compensate you for that, despite the fact that, let's be realistic, rent is often larger than the AWS bill.” Which I know, gasp, I'm as shocked as anyone affected by that, but it's true. “But oh, you want to work from home? Great. That just means you can work more hours.”I am not of the school of thought where I consider time in the office to be an indicator of anything meaningful. I care if the work gets done and at small-scale, this works. Let me also be clear, we're an 11-person company. A lot of what I'm talking about simply will not scale to companies that are orders of magnitude larger than this. And from where I sit, that's okay. It doesn't need to.Jeff: Right. And I think a lot of the things that you talk about will scale, right? Because in most scenarios, you're not scaling it organizationally so much as you are with a handful of teams, right? Because when I think about all the different teams I interact with, I never really interact with the organization as a whole, I interact with my little neighborhood in the organization. So, it is definitely something that scales.But again, when it comes to companies, like, enticing people back into the office, now that I'm talking about working from home five days a week, I've invested in my home setup. I've got the monitor I want, I've got the chair that I want, I've got the mouse and keyboard that I want. So, you're going to bring me back to the office so I can have some standard Dell keyboard and mouse with some janky, you know—maybe—21-inch monitor or something like that, right? Like, you really have to decide, like, okay, we're going to make the office a destination, we're going to make it where people want to go there where it's not just even about the collaboration aspect, but people can still work and be effective.And on top of that, I think how we look at what the office delivers is going to change, right? Because now when I go to the office now, I do very little work. It's connections, right? It's like, you know, “Oh, I haven't seen you in forever. Let's catch up.” And a lot of that stuff is valuable. You know, there's these hallway conversations that exist that just weren't happening previously because how do I accidentally bump into you on Slack? [laugh]. Right, it has to be much more it of a—Corey: Right. It takes some contrivance to wind up making that happen. I remember back in the days of working in offices, I remember here in San Francisco where we had unlimited sick time and unlimited PTO, I would often fake a sick day, but just stay home and get work done. Because I knew if I was in the office, I'd be constantly subjected to drive-bys the entire time of just drive-by requests, people stopping by to ask, “Oh, can you just help me with this one thing,” that completely derails my train of thought. Then at the end of the day, they'd tell me, “You seem distractible and you didn't get a lot of work done.”It's, “Well, no kidding. Of course not. Are you surprised?” And one of the nice things about starting your own company—because there are a lot of downsides, let me be very clear—one of the nice things is you get to decide how you want to work. And that was a study in, first, amazement, and then frustration.It was, “All right, I just landed a big customer. I'm off to the races and going to take this seriously for a good six to twelve months. Great sky's the limit, I'm going to do up my home office.” And then you see how little money it takes to have a nice chair, a good standing desk, a monitor that makes sense and you remember fighting tooth-and-nail for nothing that even approached this quality at companies and they acted like it was going to cost them 20-grand. And here, it's two grand at most, when I decorated this place the first time.And it was… “What the hell?” Like, it feels like the scales fall away from your eyes, and you start seeing things that you didn't realize were a thing. Now I worry that five years in, there's no way in the world I'm ever fit to be an employee again, so this is probably the last job I'll ever have. Just because I've basically made myself completely unemployable across six different axes.Jeff: [laugh]. And I think one of the things when it comes to, like, furniture, keyboard, stuff like that, I feel like part of it was just, like, this sort of enforced conformity, right, that the office provided us the ability to do. We can make sure everyone's got the same monitor, the same keyboard that way, when it breaks, we can replace it easily. In a lot of organizations that I've been in, you know, that sort of like, you know, even if it was the same amount or ordering a custom keyboard was a big exception process, right? Like, “Oh, we've got to do a whole thing.” And it's just like, “Well, it doesn't have to be that complicated.”And like you said, it doesn't cost much to allow someone to get the tools that they want and prefer and they're going to be more productive with. But to your point really quickly about work in the office, until the pandemic, I personally didn't recognize how difficult it actually was to get work done in the office. I don't think I appreciated it. And now that I'm remote, I'm like, wow, it is so much easier for me to close this door, put my headphones on, mute Slack and go heads down. You know, the only drive-by I've got is my wife wondering if I want to go for a walk, and that's usually a text message that I can ignore and come back to later.Corey: The thing that just continues to be strange for me and breaks in some of the weirdest ways has just been the growing awareness of how much of office life is unnecessary and ridiculous. When you're in the office every day, you have to find a way to make it work and be productive and you have this passive-aggressive story of this open office, it's for collaboration purposes. Yeah, I can definitively say that is not true. I had a boss who once told me that there was such benefits to working in an open plan office that if magically it were less expensive to give people individual offices, he would spare the extra expense for open plan. That was the day I learned he would lie to me while looking me in the eye. Because of course you wouldn't.And it's for collaboration. Yeah, it means two loud people—often me—are collaborating and everyone else wears noise-canceling headphones trying desperately to get work done, coming in early, hours before everyone else to get things done before people show up and distracted me. What the hell kind of day-to-day work environment is that?Jeff: What's interesting about that, though, is those same distractions are the things that get cited as being missed from the perspective of the person doing the distracting. So, everyone universally hates that sort of drive-by distractions, but everyone sort of universally misses the ability to say like, “Hey, can I just pull on your ear for a second and get your feedback on this?” Or, “Can we just walk through this really quickly?” That's the thing that people miss, and I don't think that they ever connect it to the idea that if you're not the interruptee, you're the interruptor, [laugh] and what that might do to someone else's productivity. So, you would think something like Slack would help with that, but in reality, what ends up happening is if you don't have proper Slack etiquette, there's a lot of signals that go out that get misconstrued, misinterpreted, internalized, and then it ends up impacting morale.Corey: And that's the most painful part of a lot of that too. Is that yeah, I want to go ahead and spend some time doing some nonsense—as one does; imagine that—and I know that if I'm going to go into an office or meet up with my colleagues, okay, that afternoon or that day, yeah, I'm planning that I'm probably not going to get a whole lot of deep coding done. Okay, great. But when that becomes 40 hours a week, well, that's a challenge. I feel like being full remote doesn't work out, but also being in the office 40 hours a week also feels a little sadistic, more than almost anything else.I don't know what the future looks like and I am privileged enough that I don't have to because we have been full remote the entire time. But what we don't spend on office space we spend on plane tickets back and forth so people can have meetings. In the before times, we were very good about that. Now it's, we're hesitant to do it just because it's we don't want people traveling before the feel that it's safe to do so. We've also learned, for example, when dealing with our clients, that we can get an awful lot done without being on site with them and be extraordinarily effective.It was always weird have traveled to some faraway city to meet with the client, and then you're on a Zoom call from their office with the rest of the team. It's… I could have done this from my living room.Jeff: Yeah. I find those sorts of hybrid meetings are often worse than if we were all just remote, right? It's just so much easier because now it's like, all right, three of us are going to crowd around one person's laptop, and then all of the things that we want to do to take advantage of being in person are excluding the people that are remote, so you got to do this careful dance. The way we've been sort of tackling it so far—and we're still experimenting—is we're not requiring anyone to come back into the office, but some people find it useful to go to the office as a change of scenery, to sort of, like break things up from their typical routine, and they like the break and the change. But it's something that they do sort of ad hoc.So, we've got a small group that meets, like, every Thursday, just as a day to sort of go into the office and switch things up. I think the idea of saying everyone has to come into the office two or three days a week is probably broken when there's no purpose behind it. So, my wife technically should go into the office twice a week, but her entire team is in Europe. [laugh]. So, what point does that make other than I am a body in a chair? So, I think companies are going to have to get flexible with this sort of hybrid environment.But then it makes you wonder, like, is it worth the office space and how many people are actually taking advantage of it when it's not mandated? We find that our office time centers around some event, right? And that event might be someone in town that's typically remote. That might be a particular project that we're working on where we want to get ideas and collaborate and have a workshop. But the idea of just, like, you know, we're going to systematically require people to be in the office x many days, I don't see that in our future.Corey: No, and I hope you're right. But it also feels like a lot of folks are also doing some weird things around the idea of remote such as, “Oh, we're full remote but we're going to pay you based upon where you happen to be sitting geographically.” And we find that the way that we've done this—and again, I'm not saying there's a right answer for everyone—but we wind up paying what the value of the work is for us. In many cases, that means that we would be hard-pressed to hire someone in the Bay Area, for example. On the other hand, it means that when we hire people who are in places with relatively low cost of living, they feel like they've just hit the lottery, on some level.And yeah, some of them, I guess it does sort of cause a weird imbalance if you're a large Amazon-scale company where you want to start not disrupting local economies. We're not hiring that many people, I promise. So, there's this idea of figuring out how that works out. And then where does the headquarters live? And well, what state laws do we wind up following on what we're doing? Just seems odd.Jeff: Yeah. So, you know, one thing I wanted to comment on that you'd mentioned earlier, too, was the weird things that people are doing, and organizations are doing with this, sort of, remote work thing, especially the geographic base pay. And you know, a lot of it is, how can we manipulate the situation to better us in a way that sounds good on paper, right? So, it sounds perfectly reasonable. Like, oh, you live in New York, I'm going to pay you in New York rates, right?But, like, you live in Des Moines, so I'm going to pay you Des Moines rates. And on the surface, when you just go you're like, oh, yeah, that makes sense, but then you think about it, you're like, “Wait, why does that matter?” Right? And then, like, how do I, as a manager, you know, level that across my employees, right? It's like, “Oh, so and so is getting paid 30 grand less. Oh, but they live in a cheaper area, right?” I don't know what your personal situation is, and how much that actually resonates or matters.Corey: Does the value that they provide to your company materially change based upon where they happen to be sitting that week?Jeff: Right, exactly. But it's a good story that you can tell, it sounds fair at first examination. But then when you start to scratch the surface, you're like, “Wait a second, this is BS.” So, that's one thing.Corey: It's like tipping on some level. If you can't afford the tip, you can't afford to eat out. Same story here. If you can't afford to compensate people the value that they're worth, you can't afford to employ people. And figure that out before you wind up disappointing people and possibly becoming today's Twitter main character.Jeff: Right. And then the state law thing is interesting. You know, when you see states like California adopting laws similar to, like, GDPR. And it's like, do you have to start planning for the most stringent possibility across every hire just to be safe and to avoid having to have this sort of patchwork of rules and policies based on where someone lives? You might say like, “Okay, Delaware has the most stringent employer law, so we're going to apply Delaware's laws across the board.” So, it'll be interesting to see how that sort of plays out in the long run. Luckily, that's not a problem I have to solve, but it'll be interesting to see how it shakes out.Corey: It is something we had to solve. We have an HR consultancy that helps out with a lot of these things, but the short answer is that we make sure that we obey with local laws, but the way that we operate is as if everyone were a San Francisco employee because that is—so far—the locale that, one, I live here, but also of every jurisdiction we've looked at in the United States, it tends to have the most advantageous to the employee restrictions and requirements. Like one thing we do is kind of ridiculous—and we have to do for me and one other person, but almost no one else, but we do it for everyone—is we have to provide stipends every month for electricity, for cellphone usage, for internet. They have to be broken out for each one of those categories, so we do 20 bucks a month for each of those. It adds up to 100 bucks, as I recall, and we call it good. And employees say, “Okay. Do we just send you receipts? Please don't.”I don't want to look at your cell phone bill. It's not my business. I don't want to know. We're doing this to comply with the law. I mean, if it were up to me, it would be this is ridiculous. Can we just give everyone $100 a month raise and call it good? Nope. The forms must be obeyed. So, all right.We do the same thing with PTO accrual. If you've acquired time off and you leave the company, we pay it out. Not every state requires that. But paying for cell phone access and internet access as well, is something Amazon is currently facing a class action about because they didn't do that for a number of their California employees. And even talking to Amazonians, like, “Well, they did, but you had to jump through a bunch of hoops.”We have the apparatus administratively to handle that in a way that employees don't. Why on earth would we make them do it unless we didn't want to pay them? Oh, I think I figured out this sneaky, sneaky plan. I'm not here to build a business by exploiting people. If that's the only way to succeed, and the business doesn't deserve to exist. That's my hot take of the day on that topic.Jeff: No, I totally agree. And what's interesting is these insidious costs that sneak up that employees tend to discount, like, one thing I always talk about with my team is all that time you're thinking about a problem at work, right, like when you're in the shower, when you're at dinner, when you're talking it over with your spouse, right? That's work. That's work. And it's work that you're doing on your time.But we don't account for it that way because we're not typing; we're not writing code. But, like, think about how much more effective as people, as employees, we would be if we had time dedicated to just sit and think, right? If I could just sit and think about a problem without needing to type but just critically think about it. But then it's like, well, what does that look like in the office, right? If I'm just sitting there in my chair like this, it doesn't look like I'm doing anything.But that's so important to be able to, like, break down and digest some of the complex problems that we're dealing with. And we just sort of write it off, right? So, I'm like, you know, you got to think about how that bleeds into your personal time and take that into account. So yeah, maybe you leave three hours early today, but I guarantee you, you're going to spend three hours throughout the week thinking about work. It's the same thing with these cellphone costs that you're talking about, right? “Oh, I've got a cell phone anyways; I've got internet anyways.” But still, that's something that you're contributing to the business that they're not on the hook for, so it seems fair that you get compensated for that.Corey: I just think about that stuff all the time from that perspective, and now that I you know, own the place, it's one of those which pocket of mine does it come out of? But I hold myself to a far higher standard about that stuff than I do the staff, where it's, for example, I could theoretically justify paying my internet bill here because we have business-class internet and an insane WiFi system because of all of the ridiculous video production I do. Now. It's like, like, if anyone else on the team was doing this, yes, I will insist we pay it, but for me, it just it feels a little close to the edge. So, it's one of those areas where I'm very conservative around things like that.The thing that also continues to just vex me, on some level, is this idea that time in a seat is somehow considered work. I'll never forget one of the last jobs I had before I started this place. My boss walked past me and saw that I was on Reddit. And, “Is that really the best use of your time right now?” May I use the bathroom when I'm done with this, sir?Yeah, of course it is. It sounds ridiculous, but one of the most valuable things I can do for The Duckbill Group now is go on the internet and start shit posting on Twitter, which sounds ridiculous, but it's also true. There's a brand awareness story there, on some level. And that's just wild to me. It's weird, we start treating people like adults, they start behaving that way. And if you start micromanaging them, they live up or down to the expectations you tend to hold. I'm a big believer in if I have to micromanage someone, I should just do the job myself.Jeff: Yeah. The Reddit story makes me think of, like, how few organizations have systematic ways of getting vital information. So, the first thing I think about is, like, security and security vulnerabilities, right? So, how does Basis Technologies, as an organization, know about these things? Right now, it's like, well, my team knows because we're plugged into Reddit and Twitter, right, but if we were gone Basis, right, may not necessarily get that information.So, that's something we're trying to correct, but it just sort of highlights the importance of freedom for these employees, right? Because yeah, I'm on Reddit, but I'm on /r/sysadmin. I'm on /r/AWS, right, I'm on /r/Atlassian. Now I'm finding out about this zero-day vulnerability and it's like, “Oh, guys, we got to act. I just heard about this thing.” And people are like, “Oh, where did this come from?” And it's like it came from my network, right? And my network—Corey: Mm-hm.Jeff: Is on Twitter, LinkedIn, Reddit. So, the idea that someone browsing the internet on any site, really, is somehow not a productive use of their time, you better be ready to itemize exactly what that means and what that looks like. “Oh, you can do this on Reddit but you can't do that on Reddit.”Corey: I have no boss now, I have no oversight, but somehow I still show up with a work ethic and get things done.Jeff: Right. [laugh].Corey: Wow, I guess I didn't need someone over my shoulder the whole time. Who knew?Jeff: Right. That's all that matters, right? And if you do it in 30 hours or 40 hours, that doesn't really matter to me, you know? You want to do it at night because you're more productive there, right, like, let's figure out a way to make that happen. And remote work is actually empowering us ways to really retain people that wasn't possible before I had an employee that was like, you know, I really want to travel. I'm like, “Dude, go to Europe. Work from Europe. Just do it. Work from Europe,” right? We've got senior leaders on the C-suite that are doing it. One of the chief—Corey: I'm told they have the internet, even there. Imagine that?Jeff: Yeah. [laugh]. So, our chief program officer, she was in Greece for four weeks. And it worked. It worked great. They had a process. You know, she would spent one week on and then one week off on vacation. But you know, she was able to have this incredible, long experience, and still deliver. And it's like, you know, we can use that as a model to say, like—Corey: And somehow the work got done. Wow, she must be amazing. No, that's the baseline expectation that people can be self-managing in that respect.Jeff: Right.Corey: They aren't toddlers.Jeff: So, if she can do that, I'm sure you can figure out how to code in China or wherever you want to visit. So, it's a great way to stay ahead of some of these companies that have a bit more lethargic policies around that stuff, where it's like, you know, all right, I'm not getting that insane salary, but guess what, I'm going to spend three weeks in New Zealand hanging out and not using any time off or anything like that, and you know, being able to enjoy life. I wish this pandemic had happened pre-kids because—Corey: Yeah. [laugh].Jeff: —you know, we would really take advantage of this.Corey: You and me both. It would have very different experience.Jeff: Yeah. [laugh]. Absolutely, right? But with kids in school, and all that stuff, we've been tethered down. But man, I you know, I want to encourage the young people or the single people on my team to just, like, hey, really, really embrace this time and take advantage of it.Corey: I come bearing ill tidings. Developers are responsible for more than ever these days. Not just the code that they write, but also the containers and the cloud infrastructure that their apps run on. Because serverless means it's still somebody's problem. And a big part of that responsibility is app security from code to cloud. And that's where our friend Snyk comes in. Snyk is a frictionless security platform that meets developers where they are - Finding and fixing vulnerabilities right from the CLI, IDEs, Repos, and Pipelines. Snyk integrates seamlessly with AWS offerings like code pipeline, EKS, ECR, and more! As well as things you're actually likely to be using. Deploy on AWS, secure with Snyk. Learn more at Snyk.co/scream That's S-N-Y-K.co/screamCorey: One last topic I want to get into before we call it an episode is, I admit, I read an awful lot of books, it's a guilty pleasure. And it's easy to fall into the trap, especially when you know the author, of assuming that snapshot of their state of mind at a very fixed point in time is somehow who they are, like a fly frozen in amber, and it's never true. So, my question for you is, quite simply, what have you learned since your book came out?Jeff: Oh, man, great question. So, when I was writing the book, I was really nervous about if my audience was as big as I thought it was, the people that I was targeting with the book.Corey: Okay, that keeps me up at night, too. I have no argument there.Jeff: Yeah. You know what I mean?Corey: Please, continue.Jeff: I'm surrounded, you know, by—Corey: Is anyone actually listening to this? Yeah.Jeff: Right. [laugh]. So, after the book got finished and it got published, I would get tons of feedback from people that so thoroughly enjoyed the book, they would say things like, you know, “It feels like you were in our office like a fly on the wall.” And that was exciting, one, because I felt like these were experiences that sort of resonated, but, two, it sort of proved this thesis that sometimes you don't have to do something revolutionary to be a positive contribution to other people, right? So, like, when I lay out the tips and things that I do in the book, it's nothing earth-shattering that I expect Google to adopt. Like, oh, my God, this is the most unique view ever.But being able to talk to an audience in a way that resonates with them, that connects with them, that shows that I understand their problem and have been there, it was really humbling and enlightening to just see that there are people out there that they're not on the bleeding edge, but they just need someone to talk to them in a language that they understand and resonate with. So, I think the biggest thing that I learned was this idea that your voice is important, your voice matters, and how you tell your story may be the difference between someone understanding a concept and someone not understanding a concept. So, there's always an audience for you out there as you're writing, whether it be your blog post, the videos that you produce, the podcasts that you make, somewhere there's someone that needs to hear what you have to say, and the unique way that you can say it. So, that was extremely powerful.Corey: Part of the challenge that I found is when I start talking to other people, back in the before times, trying to push them into conference talks and these days, write blog posts, the biggest objection I get sometimes is, “Well, I don't have anything worth saying.” That is provably not true. One of my favorite parts about writing Last Week in AWS is as I troll the internet looking for topics about AWS that I find interesting, I keep coming across people who are very involved in one area or another of this ecosystem and have stories they want to tell. And I love, “Hey, would you like to write a guest post for Last Week in AWS?” It's always invite only and every single one of them has been paid because people die of exposure and I'm not about that exploitation lifestyle.A couple have said, “Oh, I can't accept payment for a variety of reasons.” Great. Pick a charity that you would like it to go to instead because we do not accept volunteer work, we are a for-profit entity. That is the way it works here. And that has been just one of the absolute favorite parts about what I do just because you get to sort of discover new voices.And what I find really neat is that for a lot of these folks, this is their start to writing and telling the story, but they don't stop there, they start telling their story in other areas, too. It leads to interesting career opportunities for them, it leads to interesting exposure that they wouldn't have necessarily had—again, not that they're getting paid in exposure, but the fact that they are able to be exposed to different methodologies, different ways of thinking—I love that. It's one of my favorite parts about doing what I do. And it seems to scale a hell of a lot better than me sitting down with someone for two hours to help them build a CFP that they wind up not getting accepted or whatnot.Jeff: Right. It's a great opportunity that you provide folks, too, because of, like, an instant audience, I think that's one of the things that has made Medium so successful as, like, a blogging platform is, you know, everyone wants to go out and build their own WordPress site and launch it, but then it like, you write your blog post and it's crickets. So, the ability for you to, you know, use your platform to also expose those voices is great and extremely powerful. But you're right, once they do it, it lights a fire in a way that is admirable to watch. I have a person that I'm mentoring and that was my biggest piece of advice I can give. It was like, you know, write. Just write.It's the one thing that you can do without anyone else. And you can reinforce your own knowledge of a thing. If you just say, you know, I'm going to teach this thing that I just learned, just the writing process helps you solidify, like, okay, I know this stuff. I'm demonstrating that I know it and then four years from now, when you're applying for a job, someone's like, “Oh, I found your blog post and I see that you actually do know how to set up a Kubernetes cluster,” or whatever. It's just extremely great and it—Corey: It's always fun. You're googling for how to do something and you find something you wrote five years ago.Jeff: Right, yeah. [laugh]. And it's like code where you're like, “Oh, man, I would do that so much differently now.”Corey: Since we last spoke, one of the things I've been doing is I have been on the hook to write between a one to two-thousand-word blog post every week, and I've done that like clockwork, for about a year-and-a-half now. And I was no slouch at storytelling before I started doing that. I've given a few hundred conference talks in the before times. And I do obviously long Twitter threads in the past and I write reports a lot. But forcing me to go through that process every week and then sit with an editor and go ahead and get it improved, has made me a far better writer, it's made me a better storyteller, I am far better at articulating my point of view.It is absolutely just unlocking a host of benefits that I would have thought I was, oh, I passed all this. I'm already good at these things. And I was, but I'm better now. I think that writing is one of those things that people need to do a lot more of.Jeff: Absolutely. And it's funny that you mentioned that because I just recently, back in April, started to do the same thing I said, I'm going to write a blog post every week, right? I'm going to get three or four in the can, so that if life comes up and I miss a beat, right, I'm not actually missing the production schedule, so I have a steady—and you're right. Even after writing a book, I'm still learning stuff through the writing process, articulating my point of view.It's just something that carries over, and it carries over into the workforce, too. Like, if you've ever read a bad piece of documentation, right, that comes from—Corey: No.Jeff: Right? [laugh]. That comes from an inability to write. Like, you know, you end up asking these questions like who's the audience for this? What is ‘it' in this sentence? [laugh].Corey: Part of it too, is that people writing these things are so close to the problem themselves that the fact that, “Well, I'm not an expert in this.” That's why you should write about it. Talk about your experience. You're afraid everyone's going to say, “Oh, you're a fool. You didn't understand how this works.”Yeah, my lived experiences instead—and admittedly, I have the winds of privilege of my back on this—but it's also yeah, I didn't understand that either. It turns out that you're never the only person who has trouble with a concept. And by calling it out, you're normalizing it and doing a tremendous service for others in your shoes.Jeff: Especially when you're not an expert because I wrote some documentation about the SSL process and it didn't occur to me that these people don't use the AWS command line, right? Like, you know, in our organization, we sort of mask that from them through a bunch of in-house automation. Now we're starting to expose it to them and simple things like oh, you need to preface the AWS command with a profile name. So, then when we're going through the setup, we're like, “Oh. What if they already have an existing profile, right?” Like, we don't want to clobber that.SSo, it just changed the way you write the documentation. But like, that's not something that initially came to mind for me. It wasn't until someone went through the docs, and they're like, “Uh, this is blowing up in a weird way.” And I was like, “Oh, right. You know, like, I need to also teach you about profile management.”Corey: Also, everyone has a slightly different workflow for the way they interact with AWS accounts, and their shell prompts, and the way they set up local dev environments.Jeff: Yeah, absolutely. So, not being an expert on a thing is key because you're coming to it with virgin eyes, right, and you're able to look at it from a fresh perspective.Corey: So, much documentation out there is always coming from the perspective of someone who is intimately familiar with the problem space. Some of the more interesting episodes that I have, from a challenge perspective, are people who are deep technologists in a particular area and they love they fallen in love with the thing that they are building. Great. Can you explain it to the rest of us mere mortals so that we can actually we can share your excitement on this? And it's very hard to get them to come down to a level where it's coherent to folks who haven't spent years thinking deeply about that particular problem space.Jeff: Man, the number one culprit for that is, like, the AWS blogs where they have, like, a how-to article. You follow that thing and you're like, “None of this is working.” [laugh]. Right? And then you realize, oh, they made an assumption that I knew this, but I didn't right?So, it's like, you know, I didn't realize this was supposed to be, like, a handwritten JSON document just jammed into the value field. Because I didn't know that, I'm not pulling those values out as JSON. I'm expecting that just to be, like, a straight string value. And that has happened more and more times on the AWS blog than I can count. [laugh].Corey: Oh, yeah, very often. And then there's other problems, too. “Oh, yeah. Set up your IAM permissions properly.” That's left as an exercise for the reader. And then you wonder why everything's full of stars. Okay.Jeff: Right. Yep, exactly, exactly.Corey: Ugh. It's so great to catch up with you and see what you've been working on. If people want to learn more, where's the best place to find you?Jeff: So, the best place is probably my website, attainabledevops.com. That's a place where you can find me on all the other places. I don't really update that site much, but you can find me on LinkedIn, Twitter, from that jumping off point, links to the book are there if anyone's interested in that. Perfect stocking stuffers. Mom would love it, grandma would love it, so definitely, definitely buy multiple copies of that.Corey: Yeah, it's going to be one of my two-year-old's learning to read books, it'd be great.Jeff: Yeah, it's perfect. You know, you just throw it in the crib and walk away, right? They're asleep at no time. Like I said, I've also been taking to, you know, blogging on Medium, so you can catch me there, the links will be there on Attainable DevOps as well.Corey: Excellent. And that link will of course, be in the show notes. Thank you so much for being so generous with your time. I really do appreciate it. And it's great to talk to you again.Jeff: It was great to catch up.Corey: Really was. Jeff Smith, Director of Product Operations at Basis Technologies. I'm Cloud Economist Corey Quinn, and this is Screaming in the Cloud. If you've enjoyed this podcast, please leave a five-star review on your podcast platform of choice or smash the like and subscribe buttons on the YouTubes, whereas if you've hated this podcast, do the exact same thing—five-star review, smash the buttons—but also leave an angry, incoherent comment that you're then going to have edited and every week you're going to come back and write another incoherent comment that you get edited. And in the fullness of time, you'll get much better at writing angry, incoherent comments.Corey: If your AWS bill keeps rising and your blood pressure is doing the same, then you need The Duckbill Group. We help companies fix their AWS bill by making it smaller and less horrifying. The Duckbill Group works for you, not AWS. We tailor recommendations to your business and we get to the point. Visit duckbillgroup.com to get started.Announcer: This has been a HumblePod production. Stay humble.
Over the past year, we've seen more buzz develop around attack surface management. In fact, major analyst firms Forrester and Gartner recently released research about this topic. But what exactly is it? In this segment, join Mark St. John, LookingGlass's SVP of Product, to learn more about how to define your attack surface, how to manage it, and how it can help your organization improve its cybersecurity. This segment is sponsored by LookingGlass Cyber. Visit https://securityweekly.com/lookingglass to learn more about them! As the push toward digital transformation continues, every organization is having to choose: Security or experience first? We are entering an era where Security and Identity professionals work together to eliminate tradeoffs and rapidly evolve from technical experts to experience artists. Using solutions that customize, code, and integrate for you while boosting security through MFA, passwordless logins, and risk modernizes your identity experience. This segment is sponsored by Ping. Visit https://securityweekly.com/ping to learn more about them! PCI DSS v4.0 was released on March 31st, 2022 and we've got Jeff Man joining us today to discuss some of the more notable changes that folks should be aware of. Some great resources from Jeff and his employer on PCI 4.0: https://info.obsglobal.com/pci-4.0-resources And the PCI Council's own summary of changes between PCI 3.2.1 and 4.0: https://securityweekly.com/wp-content/uploads/2022/06/PCI-DSS-Summary-of-Changes-v3_2_1-to-v4_0.pdf Extortion, business disruption, and monumental payouts. We'll cover trends in attacker “innovation” and role of identities and credentials. This segment is sponsored by CyberArk. Visit https://securityweekly.com/cyberark to learn more about them! Visit https://www.securityweekly.com/esw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly Show Notes: https://securityweekly.com/esw279
Over the past year, we've seen more buzz develop around attack surface management. In fact, major analyst firms Forrester and Gartner recently released research about this topic. But what exactly is it? In this segment, join Mark St. John, LookingGlass's SVP of Product, to learn more about how to define your attack surface, how to manage it, and how it can help your organization improve its cybersecurity. This segment is sponsored by LookingGlass Cyber. Visit https://securityweekly.com/lookingglass to learn more about them! As the push toward digital transformation continues, every organization is having to choose: Security or experience first? We are entering an era where Security and Identity professionals work together to eliminate tradeoffs and rapidly evolve from technical experts to experience artists. Using solutions that customize, code, and integrate for you while boosting security through MFA, passwordless logins, and risk modernizes your identity experience. This segment is sponsored by Ping. Visit https://securityweekly.com/ping to learn more about them! PCI DSS v4.0 was released on March 31st, 2022 and we've got Jeff Man joining us today to discuss some of the more notable changes that folks should be aware of. Some great resources from Jeff and his employer on PCI 4.0: https://info.obsglobal.com/pci-4.0-resources And the PCI Council's own summary of changes between PCI 3.2.1 and 4.0: https://securityweekly.com/wp-content/uploads/2022/06/PCI-DSS-Summary-of-Changes-v3_2_1-to-v4_0.pdf Extortion, business disruption, and monumental payouts. We'll cover trends in attacker “innovation” and role of identities and credentials. This segment is sponsored by CyberArk. Visit https://securityweekly.com/cyberark to learn more about them! Visit https://www.securityweekly.com/esw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly Show Notes: https://securityweekly.com/esw279
PCI DSS v4.0 was released on March 31st, 2022 and we've got Jeff Man joining us today to discuss some of the more notable changes that folks should be aware of. Some great resources from Jeff and his employer on PCI 4.0: https://info.obsglobal.com/pci-4.0-resources And the PCI Council's own summary of changes between PCI 3.2.1 and 4.0: https://securityweekly.com/wp-content/uploads/2022/06/PCI-DSS-Summary-of-Changes-v3_2_1-to-v4_0.pdf Visit https://www.securityweekly.com/esw for all the latest episodes! Show Notes: https://securityweekly.com/esw279
PCI DSS v4.0 was released on March 31st, 2022 and we've got Jeff Man joining us today to discuss some of the more notable changes that folks should be aware of. Some great resources from Jeff and his employer on PCI 4.0: https://info.obsglobal.com/pci-4.0-resources And the PCI Council's own summary of changes between PCI 3.2.1 and 4.0: https://securityweekly.com/wp-content/uploads/2022/06/PCI-DSS-Summary-of-Changes-v3_2_1-to-v4_0.pdf Visit https://www.securityweekly.com/esw for all the latest episodes! Show Notes: https://securityweekly.com/esw279
In this episode, Alyssa talks to Jeff Man about everything from three letter agencies to three letter compliance programs. They discuss the business value of compliance, how it can be used to drive better messaging, and where we fall short in risk discussions in particular.________________________________It is a podcast, yes, but you can join us as we record each episode live on Twitter, LinkedIn, Facebook, and Youtube.Live, Every Wednesday at 1pm PDT | 4pm EDT (USA) | The Recorded Podcast version is published a few days later.Our ability to improve the security posture of our organizations depends heavily on connecting the security function with the various aspects of the business. Join our host, Alyssa Miller, as she and her guests examine key ways to build and secure the bridges between security, product development, the executive suite, and beyond.Listen in as Alyssa sits down with senior and executive security leaders from various industries to share stories of successes and failures we experience working across business teams. Explore practical strategies for building sponsorship and gaining buy-in for security initiatives.It's time to build and secure the bridge to the business.________________________________GuestJeff ManSr. Information Security Consultant at Online Business Systems [@obs_global] and Co-Host, Paul's Security Weekly Podcast [@SecWeekly]On Twitter | https://twitter.com/MrJeffManOn LinkedIn | https://www.linkedin.com/in/jeffreyeman/________________________________HostAlyssa MillerOn ITSPmagazine
In this episode, Alyssa talks to Jeff Man about everything from three letter agencies to three letter compliance programs. They discuss the business value of compliance, how it can be used to drive better messaging, and where we fall short in risk discussions in particular.________________________________It is a podcast, yes, but you can join us as we record each episode live on Twitter, LinkedIn, Facebook, and Youtube.Live, Every Wednesday at 1pm PDT | 4pm EDT (USA) | The Recorded Podcast version is published a few days later.Our ability to improve the security posture of our organizations depends heavily on connecting the security function with the various aspects of the business. Join our host, Alyssa Miller, as she and her guests examine key ways to build and secure the bridges between security, product development, the executive suite, and beyond.Listen in as Alyssa sits down with senior and executive security leaders from various industries to share stories of successes and failures we experience working across business teams. Explore practical strategies for building sponsorship and gaining buy-in for security initiatives.It's time to build and secure the bridge to the business.________________________________GuestJeff ManSr. Information Security Consultant at Online Business Systems [@obs_global] and Co-Host, Paul's Security Weekly Podcast [@SecWeekly]On Twitter | https://twitter.com/MrJeffManOn LinkedIn | https://www.linkedin.com/in/jeffreyeman/________________________________HostAlyssa MillerOn ITSPmagazine
1 h de mix disco house !!
In the late '80s to early 2000s, the NSA transitioned from being a hardware-first organization - that is, creating and operating physical spying devices - to software-first: excelling in hacking networks, tracking people online, etc. That transition was by no means easy: the NSA, by that point, was a huge organization - and big organizations are notorious for being very resistant to change. Jeff Man, our guest today, was one of the first people at the NSA to make the transition from hardware to software, and he shares with us his experiences from that period.
In the late '80s to early 2000s, the NSA transitioned from being a hardware-first organization - that is, creating and operating physical spying devices - to software-first: excelling in hacking networks, tracking people online, etc. That transition was by no means easy: the NSA, by that point, was a huge organization - and big organizations are notorious for being very resistant to change. Jeff Man, our guest today, was one of the first people at the NSA to make the transition from hardware to software, and he shares with us his experiences from that period.
In the late '80s to early 2000s, the NSA transitioned from being a hardware-first organization - that is, creating and operating physical spying devices - to software-first: excelling in hacking networks, tracking people online, etc. That transition was by no means easy: the NSA, by that point, was a huge organization - and big organizations are notorious for being very resistant to change. Jeff Man, our guest today, was one of the first people at the NSA to make the transition from hardware to software, and he shares with us his experiences from that period.
1 h de mix disco house by jeff man https://www.facebook.com/jeffmanofficiel
There's something happening here – and what it is ain't exactly clear to O.G hackers like John Threat or our own Mr. Jeff Man. We're going to devote an episode talking about how things used to be back in the day from a hacker/penetration perspective and discuss how things are today. Are things better? Worse? Depends on your attack vector, perhaps? Join us on Discord and participate in the discussion of what's right and what's wrong in our industry today and what can we do about it. All from a hacker's perspective. Show Notes: https://securityweekly.com/scw97 Visit https://www.securityweekly.com/scw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
There's something happening here – and what it is ain't exactly clear to O.G hackers like John Threat or our own Mr. Jeff Man. We're going to devote an episode talking about how things used to be back in the day from a hacker/penetration perspective and discuss how things are today. Are things better? Worse? Depends on your attack vector, perhaps? Join us on Discord and participate in the discussion of what's right and what's wrong in our industry today and what can we do about it. All from a hacker's perspective. Show Notes: https://securityweekly.com/scw97 Visit https://www.securityweekly.com/scw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
There's something happening here – and what it is ain't exactly clear to O.G hackers like John Threat or our own Mr. Jeff Man. We're going to devote an episode talking about how things used to be back in the day from a hacker/penetration perspective and discuss how things are today. Are things better? Worse? Depends on your attack vector, perhaps? Join us on Discord and participate in the discussion of what's right and what's wrong in our industry today and what can we do about it. All from a hacker's perspective. Visit https://www.securityweekly.com/scw for all the latest episodes! Show Notes: https://securityweekly.com/scw97
This week, Allan is joined by Frederick Lee aka “Flee”, Chief Security Officer and Head of IT at Gusto, Jeff Man, host of Security & Compliance Weekly, and notorious infosec curmudgeon, and by Kat Valentine, Security and Compliance Weekly co-host. A few weeks ago Allan appeared on their show to discuss “GRC: ‘What?' and ‘So What?'. In that episode, found here, they take a deep dive into GRC in terms of understanding is purpose and value. In this crossover episode, the group continues the conversation to talk about “GRC: ‘Now what?' (The cultural impact and implementation, risk register, achieving actionable results and much more). Join Allan and the Security & Compliance Weekly team as they dive into overcoming cultural barriers, a continued conversation on the order of priority (“RGC” vs. “GRC”, for example), and enlisting allies in the business. Key Takeaways: 2:20 Implementing GRC culturally – Flee's take 4:13 Jeff's take 6:16 Kat's take 10:43 The CISO – Turning compliance data into actionable results – Jeff's take as an assessor 13:56 Kat's take as an assessor 15:41 Flee's take as a CISO 21:13 Understanding perspectives from all parties 28:10 Sharing problems upstream/Audits vs. Assessments 34:48 Flee's take on “governance vs. doctrine” 37:43 Risk register – training for self sufficiency 42:40 Get in touch! Links: Check out Security and Compliance Weekly! Follow Flee on LinkedIn and Twitter Follow Jeff Man on LinkedIn and Twitter Follow Kat Valentine on LinkedIn Follow Allan Alford on LinkedIn and Twitter Purchase a Cyber Ranch Podcast T-Shirt at the Hacker Valley Store Learn more about Hacker Valley Studio and The Cyber Ranch Podcast Sponsored by our good friends at AttackIQ
There's something happening here – and what it is ain't exactly clear to O.G hackers like John Threat or our own Mr. Jeff Man. We're going to devote an episode talking about how things used to be back in the day from a hacker/penetration perspective and discuss how things are today. Are things better? Worse? Depends on your attack vector, perhaps? Join us on Discord and participate in the discussion of what's right and what's wrong in our industry today and what can we do about it. All from a hacker's perspective. Visit https://www.securityweekly.com/scw for all the latest episodes! Show Notes: https://securityweekly.com/scw97
In episode 75, Jeff Man joins us to talk about his time in the NSA, PCI, Hak4Kidz and content creation. My 3 main takeaways were 1) What red teaming was like in the 80s 2) Why PCI gets a bad reputation and 3) His tips for giving great conference talks. For more information, including the show notes check out: https://breachsense.io/podcast
TechSpective Podcast Episode 076 Compliance frameworks and mandates are just a fact of life for anyone working in IT or cybersecurity. The PCI-DSS (Payment Card Industry Data Security Standard) guidelines provided by the credit card industry has had a significant impact. When a compliance mandate includes penalties that might prevent a business from being allowed [...] The post Jeff Man Talks about PCI-DSS and the State of Security Compliance appeared first on TechSpective.
This week in the Security News: Trust no one, its all about the information, so many Windows vulnerabilities and exploits, so. many., Saudi Aramco data for sale, Sequoia, a perfectly named Linux vulnerability, is Microsoft a national security threat?, Pegasus and clickless exploits for iOS, homoglyph domain takedowns, when DNS configuration goes wrong and a backdoor in your backdoor!Trust no one, its all about the information, so many Windows vulnerabilities and exploits, so. many., Saudi Aramco data for sale, Sequoia, a perfectly named Linux vulnerability, is Microsoft a national security threat?, Pegasus and clickless exploits for iOS, homoglyph domain takedowns, when DNS configuration goes wrong and a backdoor in your backdoor! Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
Safety in online dating spaces is an issue the dating industry has grappled with for some time; with the surge of dating app usage during the pandemic, the demand for dating apps to take responsibility and ensure safer online interactions is at an all-time high. RealMe is a technology platform that hopes to solve this problem on dating apps (and other online marketplaces) by providing in-app background checks that aggregate publicly available information on criminal records, sex offender status, personal reviews, and more. Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
CyberMarket.com is a marketplace where CyberSecurity Consultancies and clients can find each other. There is a growing trend where CyberSecurity Consultants recognize the gap between what they are worth to a consultancy as being sold out for a daily rate compared to what they get paid. There are a number of consultants who are leaving consultancies to start the next generation of independent / boutique consultancies but they don't have a sales pipeline and sales staff like their old consultancies do. CyberMarket.com is a place to help facilitate the sales pipeline for cybersecurity consultancies of various sizes. Segment Resources: https://www.cybermarket.com There is a blog at https://www.cybermarket.com/homes/blog where an article to help people to start up their own cybersecurity consultancy can be found. Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
This week in the Security News: Trust no one, its all about the information, so many Windows vulnerabilities and exploits, so. many., Saudi Aramco data for sale, Sequoia, a perfectly named Linux vulnerability, is Microsoft a national security threat?, Pegasus and clickless exploits for iOS, homoglyph domain takedowns, when DNS configuration goes wrong and a backdoor in your backdoor!Trust no one, its all about the information, so many Windows vulnerabilities and exploits, so. many., Saudi Aramco data for sale, Sequoia, a perfectly named Linux vulnerability, is Microsoft a national security threat?, Pegasus and clickless exploits for iOS, homoglyph domain takedowns, when DNS configuration goes wrong and a backdoor in your backdoor! Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
CyberMarket.com is a marketplace where CyberSecurity Consultancies and clients can find each other. There is a growing trend where CyberSecurity Consultants recognize the gap between what they are worth to a consultancy as being sold out for a daily rate compared to what they get paid. There are a number of consultants who are leaving consultancies to start the next generation of independent / boutique consultancies but they don't have a sales pipeline and sales staff like their old consultancies do. CyberMarket.com is a place to help facilitate the sales pipeline for cybersecurity consultancies of various sizes. Segment Resources: https://www.cybermarket.com There is a blog at https://www.cybermarket.com/homes/blog where an article to help people to start up their own cybersecurity consultancy can be found. Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
Safety in online dating spaces is an issue the dating industry has grappled with for some time; with the surge of dating app usage during the pandemic, the demand for dating apps to take responsibility and ensure safer online interactions is at an all-time high. RealMe is a technology platform that hopes to solve this problem on dating apps (and other online marketplaces) by providing in-app background checks that aggregate publicly available information on criminal records, sex offender status, personal reviews, and more. Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw703
This week, we welcome Joseph Kirkpatrick, President at KirkpatrickPrice, to talk about Your Security Is ALWAYS in Scope! Our client was using a hosted service to perform remote monitoring and management and resisted its inclusion in the audit scope. The vendor's external scans revealed critical vulnerabilities. Prior to a highly-publicized breach, the vendor said no auditor had ever included their service in the scope of their audits. We will explore attitudes that keep critical security controls out of scope. Show Notes: https://securityweekly.com/scw80 Visit https://www.securityweekly.com/scw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
This week, we welcome Joseph Kirkpatrick, President at KirkpatrickPrice, to talk about Your Security Is ALWAYS in Scope! Our client was using a hosted service to perform remote monitoring and management and resisted its inclusion in the audit scope. The vendor's external scans revealed critical vulnerabilities. Prior to a highly-publicized breach, the vendor said no auditor had ever included their service in the scope of their audits. We will explore attitudes that keep critical security controls out of scope. Show Notes: https://securityweekly.com/scw80 Visit https://www.securityweekly.com/scw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
Our client was using a hosted service to perform remote monitoring and management and resisted its inclusion in the audit scope. The vendor's external scans revealed critical vulnerabilities. Prior to a highly-publicized breach, the vendor said no auditor had ever included their service in the scope of their audits. We will explore attitudes that keep critical security controls out of scope. Visit https://www.securityweekly.com/scw for all the latest episodes! Show Notes: https://securityweekly.com/scw80
Our client was using a hosted service to perform remote monitoring and management and resisted its inclusion in the audit scope. The vendor's external scans revealed critical vulnerabilities. Prior to a highly-publicized breach, the vendor said no auditor had ever included their service in the scope of their audits. We will explore attitudes that keep critical security controls out of scope. Visit https://www.securityweekly.com/scw for all the latest episodes! Show Notes: https://securityweekly.com/scw80
Eclypsium researchers identified vulnerabilities affecting the BIOSConnect feature within Dell Client BIOS. This disconnect impacted 129 Dell models of consumer and business laptops, desktops, and tablets, including devices protected by Secure Boot and Dell Secured-core PCs. With cyber-attacks on the rise, firmware security, while often overlooked, might be the next battleground for attackers who continue to target enterprise VPNs and other network devices. Segment Resources: https://eclypsium.com/2021/06/24/biosdisconnect/ This segment is sponsored by Eclypsium. Visit https://securityweekly.com/eclypsium to learn more about them! Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw702
In this segment of Paul's Security Weekly, Paul and crew interview Jack Rhysider about how he got his start in Information Security, the projects and careers he worked on over the years, and how he transitioned from a Network Security Engineer to the host of Darknet Diaries Podcast. Segment Resources: https://darknetdiaries.com/ Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw702
This week, we kick off the show with an interview featuring Scott Scheferman, Principal Strategist at Eclypsium, to talk about The BIOS Disconnect and vulnerabilities affecting the BIOSConnect feature within the Dell Client BIOS! Next up, we welcome Jack Rhysider, Podcaster and Host of the Darknet Diaries Podcast, to discuss the The Journey from a Network Security Engineer to a Podcast Host! In the Security News, the White House Announces a Ransomware Task Force, how much money Microsoft has paid out to security researchers last year, Amazon rolls out encryption for Ring doorbells, how a backdoor in popular KiwiSDR product gave root to a project developer for years, Trickbot Malware Returns with a new VNC Module to Spy on its Victims, and some of the absolute funniest quotes about cyber security & tech in 2021! Show Notes: https://securityweekly.com/psw702 Segment Resources: https://eclypsium.com/2021/06/24/biosdisconnect/ Visit https://securityweekly.com/eclypsium to learn more about them! https://darknetdiaries.com/ Visit https://www.securityweekly.com/psw for all the latest episodes! Visit https://securityweekly.com/acm to sign up for a demo or buy our AI Hunter! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
This week, we kick off the show with an interview featuring Scott Scheferman, Principal Strategist at Eclypsium, to talk about The BIOS Disconnect and vulnerabilities affecting the BIOSConnect feature within the Dell Client BIOS! Next up, we welcome Jack Rhysider, Podcaster and Host of the Darknet Diaries Podcast, to discuss the The Journey from a Network Security Engineer to a Podcast Host! In the Security News, the White House Announces a Ransomware Task Force, how much money Microsoft has paid out to security researchers last year, Amazon rolls out encryption for Ring doorbells, how a backdoor in popular KiwiSDR product gave root to a project developer for years, Trickbot Malware Returns with a new VNC Module to Spy on its Victims, and some of the absolute funniest quotes about cyber security & tech in 2021! Show Notes: https://securityweekly.com/psw702 Segment Resources: https://eclypsium.com/2021/06/24/biosdisconnect/ Visit https://securityweekly.com/eclypsium to learn more about them! https://darknetdiaries.com/ Visit https://www.securityweekly.com/psw for all the latest episodes! Visit https://securityweekly.com/acm to sign up for a demo or buy our AI Hunter! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
In this segment of Paul's Security Weekly, Paul and crew interview Jack Rhysider about how he got his start in Information Security, the projects and careers he worked on over the years, and how he transitioned from a Network Security Engineer to the host of Darknet Diaries Podcast. Segment Resources: https://darknetdiaries.com/ Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw702
Eclypsium researchers identified vulnerabilities affecting the BIOSConnect feature within Dell Client BIOS. This disconnect impacted 129 Dell models of consumer and business laptops, desktops, and tablets, including devices protected by Secure Boot and Dell Secured-core PCs. With cyber-attacks on the rise, firmware security, while often overlooked, might be the next battleground for attackers who continue to target enterprise VPNs and other network devices. Segment Resources: https://eclypsium.com/2021/06/24/biosdisconnect/ This segment is sponsored by Eclypsium. Visit https://securityweekly.com/eclypsium to learn more about them! Visit https://www.securityweekly.com/psw for all the latest episodes! Show Notes: https://securityweekly.com/psw702
We'll start with a brief discussion of what HIPAA and is not (e.g., it's doesn't prevent your employer from ask you about your health). Then discuss recent developments like ongoing how ransomware attacks are targeting healthcare and, when successful, are reportable breaches; and the recent final rule on interoperability and information blocking that went into effect on April 5th. Show Notes: https://securityweekly.com/scw79 Visit https://www.securityweekly.com/scw for all the latest episodes! Follow us on Twitter: https://www.twitter.com/securityweekly Like us on Facebook: https://www.facebook.com/secweekly
MITRE ATT&CK® seems to be the"next big thing". Every time I hear about it I can't help but wonder, "how doyou prevent all these attacks in the first place? Shouldn't that be the endgame?" To that end, I set out to map all the recommended "Mitigations" for allthe "Techniques" detailed in ATT&CK to see how many are already addressedby what is required in the Payment Card Industry Data Security Standard (PCIDSS). My hypothesis was all of them. The results were interesting and a little surprising, and I'm still trying to figure out how to best use the results and subsequently ATT&CK itself. I will present my findings in the briefing andhopefully generate a discussion about what to do with the results. About the speaker: Respected Information Security advocate, advisor, evangelist, international speaker, keynoter, host of Security & Compliance Weekly, co-host on Paul's Security Weekly, Tribe of Hackers, TOH Red Team, TOHSecurity Leaders, TOH Blue Team, and currently serving in a Consulting/Advisory role for Online Business Systems. Nearly 40 years of experience working in all aspects of computer, network, and information security, including cryptography, risk management, vulnerability analysis, compliance assessment, forensic analysis and penetration testing. Certified NSA Cryptanalyst. Previously held security research, management and product development roles with the National Security Agency, the DoD and private-sector enterprises and was part of the first penetration testing "red team" at NSA. For the past twenty-five years has been a pen tester, security architect, consultant, QSA, and PCI SME, providing consulting and advisory services to many of the nation's best known companies.
How important is content marketing strategy to your e-commerce business? Crafting valuable content helps build brand trust with both existing and potential customers, allowing you to successfully grow your brand. Today we're talking all about content and smart ways to ramp up your strategy. Jeff Coyle is co-Founder and Chief Product Officer of MarketMuse. Coming from twenty years in the SEO and content strategy arena, Jeff's products use AI to accelerate content planning, creation, and optimization. With their spokes-of-a-wheel keyword approach, MarketMuse's content marketing strategy connects ideas, allowing clients to demonstrate product expertise. Episode Highlights: How content relates to growth and where to start assessing the need for your business. Strategies that help tell the story that you are trying to tell. How to gauge the success rate. Where the news dynamic fits into your content campaign. The breadth and depth of your content. Figuring out where the gaps are. When to hire an expert. How the Marketmuse suite of services help the writer. Using smart content to illustrate expertise. Why search volume is not the only strategy for content valuation. Some quick win strategies – aka one-page plans. Packages MM offers for different sized audiences. Tools and hacks Jeff recommends. Transcription: Mark: So there was a time early on in Quiet Light Brokerage when I was doing all of the Content Marketing for the firm and I was writing on average eight blog posts or articles per week averaging about 18,200 words in length. And I underestimated when I started on this kind of venture of can I do these eight to 10 per month; I underestimated how much work it was going to be and it was a lot of work because it's not just writing down your thoughts it's writing for the web and writing for SEO and understanding what do you write about next. It's amazing how quick the writer's block comes in. I know that you had a conversation with Jeff Coyle a mutual friend of ours from Rhodium and one of the founders of MarketMuse which is an awesome company; a great tool from an SEO and content marketing standpoint. You guys talked about everything content which is relevant to buyers, anyone looking to acquire a web-based business and grow it. I know it's been a huge part of our marketing plan. What are some of the things that you and Jeff talked about in this conversation? Chuck: It's quite great. I had a great conversation with Jeff and we're talking about if you've got a dollar spend where to spend it. Most people they're doing basic keyword research, they're looking for what's the keyword that's getting the most searches versus the keyword difficulty. And he takes it like way beyond that and they're looking at not just the specific keywords but what keywords are actually tied to other keywords that show that you're an expert in the topic. If I'm talking about like a specific thing but I fail to mention other words Google then thinks that I'm not an expert because anybody who's an expert would be using these other words or when you're just looking at keyword tools to look at the ones they're getting the most traffic you often miss the additional keywords that are in there. Mark: Right. And I know full disclosure I use MarketMuse with Quiet Light Brokerage and actually with my other company as well. I use their service and the general sales pitch is pretty simple. It's this idea of setting up pillar pages and having this kind of spokes on a wheel branch now so the example that they use I think in some of the marketing materials is if you're going to have a website on craft beer you should have a blog post on craft beer but you should also have an entire section on hops and an entire section on barley and malts and then even from there if you want to be all about hops and afford it to do a page on hops you should also have some satellite pages on imperial hops or these other types of varieties of hops and being able to have this kind of wheel with different spokes coming out. And you know what a bunch of SEO tools use this. Like I've been using Sight Bulb recently; a really cool software that diagrams out your site and the sort of hub sort of format. What MarketMuse does is they take a blog post and had topics so you say I want to focus on craft beer and they say okay if you want to really be known as an expert, make sure that you're talking about hops at least 10 or 15 times in this blog post. And make sure that you're also talking about different types of barley. And then you can use that and say well okay I'll talk about this in this blog post but what do I write on other blog post? It's made for me and I don't do a lot of the writing anymore but it makes the content creation process super easy; like the ideation part, I mean that's the hard part about all of this. How do you come up with new ideas on what you should write about? But I don't want people to think this is just a sales pitch for MarketMuse. It's a great piece of software, obviously, I believe in it from that standpoint. But I think from a buyer standpoint also from a seller standpoint having a solid content strategy is really really key. If you were to spend money; Chuck you've had a bunch of businesses in the past and I know you've used content, if you're going to spend your money somewhere for long term marketing dollar I'm kind of leading you to the answer here, where would you spend it? Would it be in the content marketing world or would it be PPC or what are the advantages in your opinion of this content marketing versus other types of marketing? Chuck: Yeah I mean it really depends I think on the type of business you have. Obviously, if you have a content-related business then you want to hop out as much quality content as you can. If you've got an e-commerce business there's different funnels and then buckets may be that you need to put your money in but you definitely need to be investing in content. Even on Amazon when you're thinking about like selling something on Amazon you go to some people's pages and the content is just horrible and it's so important. One of the things we didn't talk about but like when you're looking at Amazon you'll look at the questions people are asking and then answer those questions. So content is definitely important. We talked just a lot about what you should be writing about next. When you're looking at competitors sometimes you can actually see the direction they're going and then beat them and write a bunch of content. Actually, get in front of them because you look at their keyword list and you know the direction they're headed and you can actually get in front of them. Mark: Yeah for my money I think the two areas that are the most important for a marketing strategy at least long term return will be content marketing and CRO, conversion rate optimization. Those two things alone have such staying power where you invest now and you're going to benefit for years to come as opposed to PPC which is great because you can throttle PPCC; that's the reason people love it. You can throttle up and down. You can really find some gems and it's very immediate. But long term success I think is predicated on this content strategy frank that's something we've even bought a little bit at Quiet Light. I just got to give you a quick shot out Chuck because you are wearing a Quiet Light shirt. So for all those people that are watching on YouTube and I know it's not a ton of you that are watching on YouTube but those that are you can see that Chuck actually has a really cool shirt. I don't even have that shirt. Did you give me one? Chuck: I think I kind of bought Joe one but I didn't get you one so maybe I'll have to get you one as well. Mark: Okay, I think Brad gave me one and it was like enormous. I was swimming on the thing. Chuck: I think that's the one I have with Joe when I bought his it was too big for him so I have to get your size. Mark: Make sure you size it down and hey if we get a few extras of these maybe we can set up a contest for people that actually want a Quiet Light; I don't care what you do with it but it's kind of fun to give that away as a prize. Let's get into the episode. Content marketing is where I cut my teeth early in the Internet world. I love this topic. I think Jeff is one of the smartest people in the industry when it comes to content marketing [inaudible 00:07:02.0] good market views and this is definitely one to learn from. Chuck: Yeah absolutely and two things before we dive right into it; one they're giving a special discount. Again we're not trying to promote it. It's just a good product if you want it great but in the show notes, there's going to be a discount code to get a nice percentage off. And stay tuned to till the end of the video because I also asked Jeff for some additional tools that he likes to use. I always think it's fun to ask entrepreneurs what are some various tools that are unrelated to our discussion from what you're using so. Chuck: All right hi everybody Chuck Mullins here from Quiet Light Brokerage and today on the call we have Jeff Coyle the co-founder of MarketMuse and chief is it, product officer? Jeff: Yeah, Chief Product Officer, I manage the product data science and engineering teams as well as the marketing team at Marketing News. Chuck: Awesome. So I've known Jeff for a couple of years, we run in the same circles. I've been on the Internet world for quite a while. Jeff do you want to tell us a little bit about yourself? Jeff: Sure. I am as you mentioned the co-founder and chief product officer for MarketMuse. Prior to this, I've been in this space as Chuck mentioned for quite a long time; about 20 years as scary as that might sound in the search engine optimization content strategy game. I have generated like 50 million leads and not as an exaggeration for B2B technology primarily companies in the early part of my career. I worked as an early employee at a company called Knowledge Storm which sold to Tech Target which is also a great B2B publisher and an intent data and ABM platform for enterprise and mid-market B2B companies. I worked for them through their in-house team and in-house capabilities while I was there really focused on driving engaged users through content and content strategy. When I left Tech Target having already spoken with my co-founder about ways that we could grow MarketMuse I came on as a bit of a late co-founder and we've since grown the company to almost 50 people; really, really an amazing story about growth, building a new category about content strategy, what should you write next, what should you update or optimize next that's going to have the biggest impact on your business and everything that goes along with that from how do I assess my own authority, how do I understand where my gaps are, how do I know where my strengths are. And that's been the mission of our business is really to tell the story of I could spend a dollar on content; creating, optimizing, blah, blah, blah, tomorrow what should it be? And that's what MarketMuse is for; to tell that story. Chuck: Alright so kind of you alluded to it but today we'll get you on a call to talk about SEO and maybe more so how content is applicable to SEO. So maybe starting at the base when somebody either acquires a new site or maybe is looking at a site trying to think of how do I grow this site like where's my opportunity, what kind of analysis do you think somebody should start off with? Jeff: Well I think that traditionally the way that people have assessed sites for their strengths sometimes is only by looking at their current and existing rankings or their historical rankings. So it's a bit of you know kind of a tail wagging the dog assessment of where you're at, where you have been, but that as a starting point does provide some value as to where you are. It just doesn't tell typically the entire story about what it means to be about something. So when I'm looking at assessing a site for the merits of its; the collection of its content or its inventory of content, when I'm looking at is to say yes certainly I want to see performance. I want to look at also things that I might get out of my analytics package engagement. I have to understand the goals of the company the key performance indicators of the business. Am I driving those things? Can I peddle out of them? But divorcing those concepts for this point in discussion about conversion rate optimization and such from a search engine optimization or authority perspective I want to see where I've written great content so how much content have I created on core topics that I care about. When I do cover those topics how in-depth do I get and how successful does that; what kind of success does that yield when I write about a concept I care about when I get deep when I write high-quality content on concepts that I care about. Those two things really tell the story of your existing momentum on a concept. And so that when I'm assessing a site that's one thing I want to want to figure out is where do I have momentum? What concepts can I write about and I expect to be successful. And that's Stage 1. Chuck: Before we move on from that one how do we gauge that success rate; what do we think is successful, what are the indicators that say hey I'm already doing well here or I'm not doing well here? Jeff: Absolutely and that's the hardest part. And to run an effective content marketing team and a content production team for any company you've got to start at what are the key performance indicators? If I'm an e-commerce site the key metrics that I have is my average order size, it's my conversion rate close to a closed cart, it's my cart abandons, it's my total revenue. If I'm an affiliate site it might be an RPM metric and I have to be agnostic of and when I have agnostic a reference of affiliate and then I want specific combinations of affiliates because sometimes you can actually fake your books accidentally if you've got great affiliates on one page and not great affiliates on another. So it's really about I think engagement with affiliate opportunities in addition to revenue. You get a look at both of those things. If you are a publisher it's going to be RPM but also it's engagement with those pages. Because again how your ad server validates is do you have paid ads? So if you have a bunch of house ads and those have a different rate you want to always account for that because you might have great content this shooting off impressions engaged users clicks and such. So I always like to look at my current value per visit and then by the way from a B2B tech or something PI attorney; all these places are where MarketMuse does business so I like to kind of list a full fledge. I'm looking at my conversion to lead. I'm also looking at as far down the funnel as I can track and attribute. Every deal no matter what every situation you're looking at you always want to get it back to current value per visit and aspirational value per visit from a channel. In this case, let's say organic. So if I'm in a scenario I want to always be able to back that up. That's the only way I can truly define quantified value. And for MarketMuse obviously, that's the only way we can truly walk in the door and be confident in that ROI analysis. And that's why we've had to do this hundreds of times. When we talk to somebody it's to say how much do you really value each one of these visits? And if you can't answer that question it's okay, let's back into it, let's figure it out. How much is that truly about? Because then if you grow your traffic 20% you can say okay well that's worth this much to me. How much am I willing to invest in that? And that's how I define. So that's a long way of answering a short question that was actually really duped question. But the answer then is my quantified value metric. How much did I publish? How much did I update? How much do those act motions cost or those actions cost? And what was the efficiency rate on the content achieving some sort of baseline goal? I like to use recurring traffic from organic search as my goal. So I might get a boost from other channels and then it dies off. So I want recurring traffic at or above a particular baseline. So if I wrote 100 articles and 10 of them achieved my baseline of ongoing recurring traffic when I have 10 percent efficiency rate in that zone. If I updated 100 articles and 40 of them grew in traffic at or above a particular level. Then I've got a 40% efficiency rate on optimization. So when I talk about effectiveness of content I want to see how much should I publish, how much should I update and how often did that achieve my goals? I see ranges by the way just it scares the crap out of me sometimes, 1 to 2% of efficiency. Like I write 100 articles and only 2 get rankings. Quite often 40 and 45% at best practice that it's so wide. So you need to take stock today whomever you are and say how often did I write, how often did that yield recurring traffic; that's my efficiency rate. Am I in that 10 percent zone? I got some work to do. Am I above 20, 30, 40? I'm kicking butt. Now how do I take advantage of that? What do I do? No matter where you are there's always steps you can take to really maximize your earn. But it's a great question because so many people talk about ROI and they can't explain how they calculated. Chuck: Right. And it sounds like what you're saying is maybe like diving into your analytics but not looking at like how much traffic this page is doing but what is the segmented traffic; how much is coming from Google or Bing or whatever you're targeting. Maybe you're targeting link acquisition with an article then you got to figure out what's the value of a link that's coming in, how many did I get on this piece of content, and then maybe kind of summing up the value of all the different components. Like knowing what your KPIs are for the specific content. Jeff: Absolutely. And so the ways that I do that so it's manageable; there are ways where you can do that so it's manageable because [inaudible 00:16:38.2] I have thousands of pages or I published hundreds of pages how could I possibly do that? It's do it for the site level. Do it by site section; it's the way Google thinks about your site anyway. Do it by site section and then take your marquee pages and do a more thorough analysis of them. And marquee could mean your best pages that you feel are the best but they punch below their weight class, stuff that does really well, stuff that you invested a lot of money in. So build your plat; this is the stuff I'm going to do with deep dive but I'm also going to get my section level and sight levels metrics. An example might be that when Chuck writes an article he's on a 20% conversion rate to my effectiveness metric. But when Ron I don't know who Ron is but well just say Ron, when Ron writes an article he's 5%. So you're to get; you could do person level, you could do section level. You really want to get that slice and dice to know what's the thing that is causing success to happen or is it luck. A lot of sites a lot of B2B companies they rely on all of their authority for 5, 10 pages and they've got hundreds. Not only is it completely scary and unhealthy from a competitive space situation but if you're a Quiet Light listener it's an opportunity. I mean it's an opportunity to see a site that has a risk of ruin. It's an opportunity to see a site that has huge opportunity if they just publish the right content. So all of those things are what we're typically looking at. It's when I publish about Chevrolets it does real well when I publish about smart cars it doesn't. So when I get that site I'm shooting off about Ford and about gosh as my adjacent so I'm talking about; so it's really getting into when I get in how can I write about tangential or semantically related concepts, really expand my inventory in ways I know we'll have more success, and if I do want to cover other things. I think a reasonable expectation about investment need because I can't just go right kitty cats and crush it. But I know that if I cover what hubcaps should be on the PT Cruiser I can. And so those are the types of conceptual analysis, editorial content strategies I have been doing with years. Now you have data to support it. And that's where I think that the next phase of great Search Engine Optimization outcomes comes from this type of content strategy analysis for sure. Chuck: And one of the things I was reading the other day was just and I think everybody already knows this but they were talking about news websites and why don't news websites rank for everything. Like a news website gets all the links because everybody's linking to articles but yet they don't have the ability to rank for all topics, right? Certain news agencies actually get a lot more traffic for specific topics because that is maybe their topical relevance of their business. Jeff: Yeah. Oh, I mean news is so unique. The news algorithm has so many components and so from a Google news perspective and Google top stories there's components of real-time boosting. There's the concept of the fact that news articles appear in organic search. And they're coming from different channels of information. So they cross the chasm from just being news to being appropriate in search results. So then there's the dynamic of some of those items stay forever. Some of them are temporal and they're going to bounce out when that thing becomes less of a temporal story. We actually have a solution for that. MarketMuse allows you to analyze both serps and overlay analysis and it's called newsroom but that's neither here nor there. But the point of the message is what if you write news articles about this topic you care about but there's four to five aggressive publishers also publishing in that that have authority for news and you're just picking up the scraps. You can see that with solutions that are out there now. You're going to just see what those things are and then tracking that back to assessing performance. If I'm looking at my content items and I write 80 articles about some topic I get no news referrals and I get trickles in of organic and I'm writing it for the purposes of news, is that great? Let's say they get other KPIs, let's say they do gather links and they become powerful. But I'm not winning news, I'm not getting the organic search value that I think I should, how do I use that? How do I use the power that those pages are acquiring to my benefit? And most of the time when I see problematic content strategy; document the content strategy at a company they're not looking at their existing power pages. What content are they publishing that is gaining some value and how do we use that? Because I've got something that's a link magnet that every SEO in the world will go we need to do something with that but they don't necessarily know what that is. And a lot of times you see these link magnets and they're out there. They got a little bit of traffic upfront. They're not valuable enough to get recurrent traffic or it's not; it was a temporal staged story so they don't know what to do. And so weaving that article; weaving that item into some real good content strategy, that's the win. That's building my thought leadership, building my clusters of content, and hey this powerful battery. Plug the battery in here, plug the battery in here, and weave it in with internal link, weave it in with appropriate content, upgrade opportunities for conversions, there's so many things you can do to repurpose but when you get a winner use the winner. And we see that older people are scared to touch them because they're like it might break up. So these are the main dynamics that we run into with kind of the Assessment Authority and news as a special case. But it's so misunderstood what to do when you get a news winner. Because if you can predict that every time you publish a news story on Linux you're in the top three of Google top stories. Like, open that wallet every darn day. And I have clients that are in that scenario and we're like you must write about this every day and they cringe at first and I'm like here's the value that this produces; it's not just traffic. It's all the good stuff that comes as a result of that. It's also a long answer to a short question but I think that's usually a theme with me. Chuck: Alright, so number two you're about to say before I ask you a question? Jeff: Oh gosh I don't even remember what it was now. No, I'm just kidding. So it's kind of breadth and depth and then is the things that you see as being really high quality that you've written. These pillar pieces, the centers of the universe, the things that have acquired the KPI. How are those KPIs; they've acquired some metric that gives you that sense. So we've talked about how your existing momentum, well what are these cornerstone pieces, what are the center of the cluster pieces that exist and how are you using them today? Are you weaving them in? Are you using them to write then support pieces, etcetera? And how do you combine that with analysis of your target readership or user or buyer intent? So what's their purchase cycle; do you have coverage in the information phase, do you have coverage in the middle of funnel, do you have coverage late in the funnel, do you have post-purchase troubleshooting and adherence in ownership? So when you have a beacon of power really that's the time your mirror needs to be the most clear. I always say this. Like, stop tilting the mirror your way because you think you have success. The garbage in the game right now as I call it is people looking at search results and saying I need to write articles just like that search result item regardless of whether you want to argue differentiation it doesn't work. It only works if you have existing power to start to do things like that. What you have to do is just say with my site that I'm assessing, do I have coverage at all phases of the cycle that people would care about who are in this motion; I mean research, intent, decision, conversion, adherence, troubleshooting, whatever the metrics of the buy spying journey would be. And that comes to the why I say this way because the pragmatic approach is to say does this site truly represent my business as an authority and as an expert? What about this collection of pages or this content inventory tells a story that I actually am an expert? And so when you're looking at coverage, you're looking at momentum and what's been validated that I am an authority. But then it's also going to be like aspirationally if I truly were an expert what would I have covered? I can do that by doing competitive analysis or I can do that by doing semantic analysis and manual research. And so when you cross-reference; the punch line here is cross-reference the aspirational model against what you have and that's your gap analysis. So think about the outcomes there. I have gaps in this part of the bio journey. I have gaps, I have blind spots I don't ever cover these topics. I have blind spots here blah, blah, blah. I also have ranking gaps where I have striking distance keywords like I'm on page two that's that the SEO trick, right? Go tell them to update the pages where you're on page two and they'll go up a little and hey you did your job. So but if you weave that into this type of semantic analysis; this gap analysis, your content strategy becomes 2, 3, 10x more impactful overnight. And so compare that to keyword gap analysis, think about the outcomes. You get a word out of it. You get a word where you're ranking 12th and you think you should rank 5th. Well, now you know why. And then you know what you need to do. And that's the secret here. It's get yourself out of just keywords; get yourself into the content that's needed to plug the holes. Chuck: So we don't know what we don't know so how do we figure out what the gaps are? Are there tools you can recommend? How do we figure this out? Jeff: Yeah. Well I think that they're certainly on it and they're obviously not just the ones I present with MarketMuse but there are ways if you want to see. You want to be able to look at using your analytics, using any off the shelf Search Engine Optimization suite whether you are a higher-end person in a more enterprise or kind of using an [inaudible 00:27:29.2]. Looking at those pages; again all of your pages trying to organize them or you're looking at you don't want to buy those things, you've got analytics and you look at something that can crawl and analyze the structure of your site like a screening frog or a [inaudible 00:27:45.5] or a solution like that. Get a true understanding about your site and what it's about. What are the things where every time you publish it it's a winner or more of the time versus what's the stuff where you've been tilting at; aspirational goals. So looking at that or even looking at just traffic and revenue versions by section or by page type or by publish state because last year this was under this person's management this year this is under this person's management. Just a combination of this basic information from analytics and page-level data from a [inaudible 00:28:23.7] can get you at least started. And just to start thinking critically about your content inventory. A solution like the MarketMuse obviously is going to give you the sniper rifle to say go write this page, go fill this gap. But even if you if you're just looking to get kind of a basic understanding it can be easily put together to say gosh Chuck I don't know if we should publish any more articles about backgammon we're a chess site, it just hasn't extended. But when I write about you know particular defenses, we crush. Why don't we just lean into that? So you can make those types of decisions but then how do you get where we want to be a backgammon site. What are the ways that we can bridge the gap between chess and backgammon? How can we become more of an authority on strategic board games in general? So those are the types of questions that are out of this type of analysis, if you're real with yourself you stop publishing stuff that's not going to succeed. Try to figure out why it's not succeeding. That's where a person like a business like ours operates. But there's many out of an agency that knows the answer to these questions that can do that introspection that can do that analysis. But if you're analyzing your site I think it's truly to step back and say am I putting myself out there as an expert? Am I really showing it or was I chasing keywords? And it's always that oh man I haven't even thought about; I've just been looking up keywords, building lists, writing articles, keywords, lists, articles, keywords, lists, articles especially in the affiliate side not knocking always [inaudible 00:29:58.8] so much. It clearly comes out of a keyword list. And then I wrote the article some of them get linked together. Some of them don't. It's not leaving the web of somebody who actually knows their stuff. A great example of this; I've got uprise for every product in the world prices or reviews combination; bottom of funnel. That encompasses my contact strategy against this topic. It could have helped with that and then people wonder why they get hit when there's a quality change in the algorithm. It's because they're looking for that thing. They're looking for that stuff. You haven't told the story about buying that thing. Why are you the expert on pricing it? It doesn't make sense. And so that's the thing that; think about; get out of these search engine optimization shoes get into an editorial shoe. Hire an expert to say hey if you were writing an inventory of content about sound bafflers what would you cover; what are the things you need to know? And then cross-reference that against your stuff. Obviously, there's ways of doing both of those things taking technology like what we do. Chuck: So let's talk about that I know we don't want to like hardcore pitch your product but you have a great product that I think is a lot of value to a lot of people. So let's talk about like how your product can help and maybe even hit it as like these are the things that my product can do and some of the stuff people can do without the product so they could do it on their own but you're offering a service that makes it a lot easier. So let's talk about that. Jeff: So if I'm going to assess the value of a site; for example, if I want to see where there's areas of opportunity to create content or update content and be more successful. If I can get that hit list immediately and go execute on those plans; really move the needle quickly, that's a direct value of what one of the components of MarketMuse Suite. So MarketMuse Suite is a collection of; a combination of an automated content inventory and content auditing solution. We'll also take it to the next level and say after you build; after you say I want to create this page or update this page we'll build a comprehensive content brief for your writer. So it acts as a blueprint or an outline or a brief if you're familiar with what a brief looks like. And it tells a story so that the writer can be creative. So that the writer can research imagery; so the writer can research their sources and doesn't have to worry about is this thing going to have success after I hit publish. So many writers the anxiety they have; this is a huge pain point in the writing space is am I doing my keyword research correctly. Ask them. I mean that's the part I don't know. That's the part I really don't care about. I'm speaking from their standpoint. So take that mystery out of it. Take the SEO mystery out of it. Here's the outline we need you to follow. Be super creative. So we answer that question with that side of MarketMuse. We also have some point applications for doing competitive analysis so I can look at any search engine result page and understand who's got great content; high quality, who's got weak content, what are the gaps. And if I were going to put out true best in Class content on this specific intent, this specific topic what would it look like getting into the gritty details. Chuck: So what are some of those details? Jeff: Yeah. So what are the concepts that need to be included, what are the variants to consider, what are the questions to ask, what are the questions to answer, what are the internal linking; things you should do to internally link to other pages to tell the story that this isn't an orphan page on left field that actually weaves into your existing inventory and then grading your existing coverage and understanding how to interweave and to weave those things together. I have this great page; the one that you talked about, the news one, I want to make sure that it's linked. So all of those things we have point solutions so you can do a one-page analysis and get recommendations to improve it. You can get that one-page analysis and recommendations to make it equal to or better than your competitors every time and go head to head or against the whole field; questions and answers analysis, internal and external linking recommendations, and then we have for premium; one of our premium offerings is the newsroom solution specifically for Google News optimization. So basically the story is what should I write next, can you give me details as to how I would execute that so that you're getting me as close as you can to publishing? And then for all of my adjunct workflows; this specific analysis, this one-page analysis, we have applications to solve those specific goals to say okay why is Quiet Light Brokerage beating me for this topic? Is it because of quality; MarketMuse will tell you. Is it because of links and they have a worst page? Darn, they're more authoritative than me; what do I need to do? I need to go write a package of content. Tell me more of the story that I'm the expert because I don't have that off-page authority. So no matter where you sit it's giving you the advice as to what those next steps should be. And that's kind of the spirit of what we do. Chuck: So one of the examples I've heard you say before is like you're writing about a specific topic blue fuzzy widgets, everybody who writes about blue fuzzy widgets also includes pink monkeys and if you're not writing about pink monkeys then you clearly don't know about blue fuzzy widgets. You're not an expert. So maybe can you talk about that a little bit? Jeff: Sure. So our core technology is built on it. It's a topic modeling technology and it tells the story of what it means to be an expert on a concept. So it tells me by analyzing in some cases hundreds of thousands or millions of content items that people who know a lot about blue fuzzy widgets also know a lot about pink monkeys and so if you write about blue fuzzy widgets and you don't include pink monkeys you're not telling the story that you're an expert. So often in the market people have just looked at like the top 10 results to do this assessment. For so many reasons that I could get into there's a great article online called TFIDF is not the answer to your content and SEO problems and it goes into detail of each one of these logic challenges that exist. It's great for information retrieval. It's been around for 30 something years. Obviously, it's still being used. The challenge though is don't base your business content strategy and thousands of dollars of investment on that. And so what we were able to do is to say that but we're also then because we're analyzing so much data we're able to say that well guess what the top competitors aren't talking about orange donkeys and it's very relevant. That's a way for you to differentiate yourself. So you're covering the blue fuzzy widgets, your covering the pink monkeys but then you're going to differentiate yourself by also illustrating that you know all about those orange donkeys and that's what makes you special. And how does that drive back to true expertise? In this, we see constantly being successful with the best content strategies. They're writing about the table stakes content but they're also illustrating that they really know this stuff. And I always use more detailed examples but a cool one I always use for content marketing is a lot of people that write about content strategy don't talk about buyer personas. They don't talk about target audience. They don't talk about the roles on a content strategy team. Do you know why? Because they're chasing keywords. And if you can look at a search engine results page and go ooh, they're chasing keywords, there's my opportunity. Even if they're 9,000-word articles by HubSpot if you can find gaps in their game you can really take advantage of that and you can punch above your weight. And if you can pop a page that doesn't have as much traditional off-page authority link profile to build that beautiful cluster you can start ranking with undersized off-page pages and sections. And that's niche hunting. That's what the niche hunters talk about. That's what the UN fencers of the world; that's what they're really focusing on. How can I punch above my weight with undervalued off page sites? That's the way you get there; great content illustrates that you're an expert every time. Chuck: So we're thinking; traditional people when they're thinking about articles they're doing keyword research they're finding those low difficulty versus high search volume relative and then they're just going after that but what they're missing is just because people aren't searching for a specific word doesn't mean that it's not important. Jeff: You shouldn't have it in there. Chuck: Right. Jeff: Oh yeah. Chuck: Or specific words within content that you need to have to show you're in authority even though people; the average Joe may not be searching for that. Jeff: Exactly right. And that is the funniest thing about to watch the evolution in this market. When we first launched four years ago everyone when they would see a list of topics; this is the most interesting thing I'll say today, four years ago they used to look at that list and go why isn't it sorted by search point? And I said because that's irrelevant to what we're trying to do here. We're trying to tell you what it means to write that golden article to be an expert. Why does it matter what search volume is because you're so ingrained to use volume and PPC competition which that's another story for another day; crazy. Why don't do it? By the way, I'm not correlative to organic competition. I can get into that in a second but they're so ingrained; heavily so ingrained to use search volume as their North Star. They want everything to have search volume next to it so they can sort by it. So if we sort by that and then you discredit the stuff on the bottom, that's bananas. You're thinking about this from a content strategy perspective or from an expertise perspective. And that's what we see time and time again. Fun fact and I think you've heard me speak about this; it's totally exploitable. If you see competitors who clearly take topic lists and sorted by search volume you can; we usually call it chopping down a tree, you can chop down the tree. Every time it works because they have this strategy gap. You can predict what they're going to do. You can also chop down the tree in areas where they have blind spots. They will never fill them because they're using search point as a North Star. And so another way to say it is stop using that four square; that volume competition, you've all seen it. Alright, let's try to find those low competition high volume words. Sure those are great. Lean into those but that's not the whole picture of how you should write your content. Because the last thing I'll say about this is if you have no content at one stage of the purchase cycle and you think that you're not at risk with having content at another stage you've got another thing coming. It's going to catch up to you. Someone is going to fill that. Somebody is going to fill those intent gaps and crush you. It's just common. And we see it with publishers that have been resting on the laurels of their powerful content. They're just getting their tail handed to them by real content strategies every day. Chuck: So what are some quick wins you think people can have? Like okay, I have a let's say a site about; I don't know, let's just say a general content site, you pick the topic. What are some real quick wins I can get? Jeff: I like to call them one-page plans. So I'm going to find a page of interest. So something that's special about my site and maybe it's a small collection of pages. This is my page that's for some reason it's special. It's really long form, it's beautiful, it converts very well. Chuck: Are we defining special meaning like it's already getting traffic or I just think it's pretty? Jeff: I like it and it gets me some KPI that I think is legitimate and is giving me value. So it could be traffic already. It could be rankings that I am already getting; it ranks for lots of words. So that's a signal of comprehensiveness. A quick win could be to look at what that page is ranking for and pick out the words; this is using SEM Rush; using that to pick out the words in that list that the page doesn't actually satisfy the user intent for rewrite those pages; quickest win ever. So that one-page plan I rank this; I'll use a great example. Content Marketing Institute; I love that site, they have a wonderful page on LinkedIn profiles. It dominates LinkedIn profile marketing. They also rank for marketing profiles, not very good. And the site; the page just covers LinkedIn profiles. It doesn't cover generally marketing profiles. So they could beam their other zoom higher and now cover marketing profiles in general and write about other marketing profile presences as a cluster. All boats are going to rise. So you do that exercise, a quick win every time. You can find it. We call them content mismatches or unaddressed intent plants; always a win. You can always find one on your site because you've probably got pages that rank for hundreds of things. No one page can answer a hundred things beautifully. So when you go write that page people are like won't that cannibalize? No. I mean [inaudible 00:43:23.2]. Do I have to explain myself no? Chuck: So the key there is again you've got that one page; it's linking for a lot of words, you've got tons of words, you'll pick out the few that it's not ranking well for and then you'll link through that keyword to a new article that is specifically about that content? Jeff: Or expand it if it's a fit. If it's not a fit writing new but the key is it's not just that it's not ranking. I mean if it's not ranking for that's important but it could be ranking reasonably but not satisfying like user searches for that on Google and then they land on that page and like this sucks this isn't what I wanted. So if that intent mismatched so can you correct that and improve the page or do you need to do that in a new creation motion? So that is a tried and true technique. That's a recycle, recycle, recycle. Inside MarketMuse you just press a button and it tells you those plans which make life a lot easier obviously but you can do it. It's just that manual labor to use that one technique. And if you ask me for a quick one it's always a quick one. Look for that hundred word or more ranking page, find the word that this; read the page. You'd be surprised how many content strategists and CEOs don't actually read their sites; it's amazing. Read the page, know what value it has, and does this page get people to achieve that value. It can also be done on the back end. Andy Crestodina who works at Orbit Media; he is an expert in Google Analytics and content strategy. He wrote a book called Content Chemistry. Inside his analytics book; parts of the book, it shows you how to do this in Google Analytics by looking at exit rate and engagement gaps. So you can do it there or you can do it from keywords or any other ways but those are some quick ones. Look at your worst exit rates. So many people don't break those down by; they don't cross-reference those two things. So they've got a page, this thing is broken it's 90% in exit rate. Go back to the words that are driving the users to that page. What if all of them are out of alignment? You can just flash the content double engagement overnight. So there's so many wins that you can do with just a quick one-page plan analysis. I like to say pick one you like, get started, put few wins on the board, prove it out, and then decide is this something I want to get serious with and invest in technology that can support it. Chuck: I got you. Now when I started first looking at your product a couple of years ago and seeing kind of the wonderful amazing things you were doing, it was at a price point where I actually kind of like when high price points because it keeps; on really good things it keeps other people from being able to do it. But I guess you just launched a new price point for a self-service. Jeff: Yes. It's actually something we've been looking forward to doing. And we are a mid-market enterprise large publisher; people who have really invested in content that's traditionally been our target market. Chuck: Could you give an example of some big players that you work with? Jeff: Yeah sure. I'm trying to think of who's on this site. G2 Crowd is a customer and they're on there; we work with divisions of the Walmart Corporation, Home Depot, large e-commerce but also just great publishers. Business.com; love them so there's a lot of people who are publishing content. A lot of people I can't name and I wish I could. But if you type in MarketMuse case studies you can find a cool example from Tomorrow's Sleep on that one and how their site grew from 4,000 to 400,000 in a year with their agency that works with us. So that was always a big focus of ours. It was make sure that they can write content. Make sure that they can update content, that they've committed; they actually believe content can get them there because then life's going to be a lot easier for everybody. But we then also said let's look at the mirror. I'm always about looking in the mirror and look at the demand that we have. And so we really looked at who's coming in the front door saying we want to be MarketMuse customers. And right now having made that case internally or I just I'm not a profile of a customer that can spend tens or in some cases hundreds of thousands of dollars on software. And so what we did was we right-sized for a specific target market, we right-sized a self-serve offering. And there is also a trial experience that everyone who's listening can go to the site. Go to MarketMuse trial. Go to MarketMuse, see the trial and you'll get an experience with your data; we've actually set this up so you can use your site, optimize a page, create a content brief, update some existing content like I mentioned, get that content brief and then there's also a special workflow baked in there that'll amaze you that I'm not allowed to explain but you'll see it when you get there. But you can do a competitive analysis, you can update a page, you get a content brief; by the way, take that with you it's free and make that decision of whether you want to become a MarketMuse Pro customer which is our self-serve offering at 499 a month. Quiet Light Brokerage Podcast listeners have a promo which Chuck will include in his notes which gets you a discount there. Or if you're a larger team, if you have four writers, if you write 10, 15 articles a month it's going to make more sense for you to be in one of our other packages; a bronze, a silver, or a gold, or a higher offering. So it gives you an understanding about the value that we provide, the opportunity to buy, to see if that's a fit, or to immediately recognize oh gosh this is what I need for all of my content items. I need one of the larger offerings. So the experience we typically is that people find the right car on the lot. Or they begin using and saying oh wow I need more of this. I was successful with the first thing I did. I know this makes sense. Making your content higher quality, that's the fun part about being in Market Muse; it's you never look at it and you're like oh man I wish I hadn't made that page better. You're always on this ongoing quest to do a better job, write better content that resonates more with your audience. And that's what we do every day. Chuck: Awesome. So to wrap this up I always like to ask people could you give us a few random tools not really related to what we're talking about but just things you like to use in your daily work or just regular life. What are some of the hacks you may have? Jeff: Man, there's so many. I love this. So a couple that I use, when I had some personal time management issues I tried everything. I tried boards with; con bomb boards and everything. And one thing that helped me analyze where I was spending my time was called Tomecular and it looks like an eight-sided dice and you put stuff on it. And as you're working on stuff you move the dice around and it seems so; maybe it's because I like touching things like that but it really gave me an understanding about where I was spending my time and I fixed some stuff within MarketMuse like the business organizationally just from that information. So that's cool. I love Boomerang. I think it's a beautiful solution for making sure you don't forget stuff if you get a lot of e-mails. It's a really good productivity tool. Chuck: Before you move on from Boomerang I think Google now have something similar built-in where they have the… Jeff: They have don't let me forget this. Chuck: Yeah. It's like a little reminder you can set for different dates and it comes back in. Jeff: Yeah. Boomerang has some features that I'm so used to being able to set and forget things pause so I don't know if Google's ever going to pause Google so that's something that, but I like Boomerang. It's not that expensive. You do need to watch your SaaS subscriptions though. That's another story. Another one I love, love, love, love is Full Story. Full Story isn't; they keep going a little bit a little more expensive each time you look at them. Good for them. It's like having a DVR on every user that ever comes to your site. You can watch the experiences; obviously anonymized but you can watch their experiences, build pattern matching, look at segments, and really get an understanding about why people are doing things. I mean I think that that's really valuable. Chuck: It's kind of like what is it Crazy Egg? Jeff: It's similar to a Crazy Egg but it's more of like a heat map reporting. They've got this capability and a handful of other solutions that are out. I just think Full Story has this like really robust like I can go in and I can find users that went through this specific sequence and just watch all the sessions. I mean so many times. Just learn from that to really tell a story and it really is powerful when you are already doing a new multivariate testing to really catapult that into the next level. I mean if I told you what conversion rates we have you'd blow up. But yeah I mean you really have to think critically and fly the flag of your customers so that when you do get these solutions they don't just sit on the shelf. I mean my goal every day is to make sure that the next article that every one of my clients publish is more successful than it could have been without us. And I think that comes through in our online messaging. It's not just that we're this secret weapon of the elite agencies which I know for a while that's what we were. It's that if you use MarketMuse your stuff will do better more consistently and then I will be happy. And if it does not happen then I and our entire team will not be happy. And we hope that our messaging comes through and we couldn't do it without these other solutions that we work with Full Story, like Pendo; Pendo is a beautiful thing, and some other metrics, some other things we use to really dive deep into our customer experience. Chuck: Awesome well I appreciate you taking the time to talk with everybody today. Is there a way that people can reach out to you or the company? Jeff: Yeah, absolutely. So MarketMuse.com, Chuck's going to post a promo code that's for the MarketMuse Pro self-serve offering as a discount. You can email me directly Jeff@MarketMuse.com, Jeffrey_Coyle on Twitter. I'm pretty active. LinkedIn, please. I typically don't say no unless you've sent me a weirdo request that tells me in an unreal way that you like my profile and you'd love to connect. If it's clear that you bought or sold a website before in your life I'm probably going to connect with you and want to talk in any light. So yeah please reach out and go check it out. We have a lot of content. I have a lot of; this conversation is like this throughout the web that I think can really level up your game and give you the ability to assess deals quickly without just hunches. You got to go with your hunches but it's nice to have hunches and data. Chuck: Yeah for sure. And a quick pro tip from me, if you're trying to get somebody to accept your LinkedIn profile and they don't know who you are, write a message. Don't just send the like later. Personally, I feel like if I've LinkedIn with somebody and I'm connected then I'm somewhat vouching for them so I don't just accept random LinkedIns. Like, everybody, I've accepted for the most part are people I've actually met in person. But then we go to these conferences and somebody sent me a request and I don't remember them so it's like just send a little message with them, take the two seconds to write. Jeff: Yeah, and make it from the heart. We can smell of that. Come on. I think MarketMuse is cool. Oh really do you? I do too. So I guess we are connected I love the thing but you know. Chuck: There you go. All right well I appreciate your time and thank you, everybody, for taking the time to listen and see you soon. Links and Resources: MarketMuse MarketMuse coupon code (mentioned in the podcast): QLBMM Email Jeff Twitter LinkedIn