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If you want consumer insights for your brand, you have traditionally relied on focus groups, surveys and other research studies. Those are typically time-consuming, difficult to gather and analyze, and expensive. Rand Fishkin sat out to solve for that problem.
Fishkin is known for founding MOZ. Now he's building an easier path to discovering insights about a given audience, including who influences them, without expensive research. He visited #DiggingDeeper this week to talk about SparkToro and what the future of consumer insights looks like.
This episode of Digging Deeper is presented by the Marketing Podcast Network. If you happen to be someone whose company or perhaps clients sell to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? Enter the Marketing Podcast Network.
MPN is a network of podcasts all about marketing. On Brand with Nick Westergaard, Marketing With Empathy, The Copy Arena with Tania Dakka, The Rethink Marketing Podcast, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of MPN's audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
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We’ve talked a lot about the blockchain, NFTs and Web 3.0 on Digging Deeper recently, but there’s a big concern out there over blockchain technology and its carbon footprint. It’s estimated that one Bitcoin transaction uses around 2,100 kilowatt hours. That’s the same energy the average U.S. household uses in 75 days. When the energy source powering the computers that churn out that transaction is non-renewable, more greenhouse gas emissions happen and the environment takes another hit.
But Bitcoin is one of hundreds of options for cryptocurrency and blockchain access. And this is where competition makes the market balanced for everyone. There are simply better options out there.
Matt Rickard is the co-founder of Task, a Stellar blockchain-based platform that helps companies connect their teams with the organizations social missions. But he is also the co-founder of The Blue Marble, a Steller-based NFTs marketplace. The common thread there is the Stellar-based blockchain which alleges to be faster, cheaper and more energy efficient than typical blockchain based systems.
Rickard educated us on the sustainability issue and blockchains, talk to us about The Blue Marble and how brands can be more responsible with NFT work in marketplaces like his and then help us understand the connection between a company, its employees and its social good.
This episode is supported by Storyblok, which has a new report to make you smarter. It’s a new report called The State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.
Think about it: You have to provide content for your website. Maybe a mobile app. Then there’s e-commerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to Storyblok.com/diggingdeeper.
Storyblok is a headless content management system, rated as the #1 CMS for 2022 by G2. It is also a new partner of the Marketing Podcast Network.
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Jarron Vosburg from JumpCrew says we can do away with the pitch deck. He is disrupting B2B sales and will share his perspective on what we're all doing wrong but may not know it on this episode of #DiggingDeeper. Vosburg is the vice-president of Sales at JumpCrew. That is an acquisition marketing platform company out of Nashville. They’re all about helping you optimize sales.
We talk about the pitch deck concept, but also more specifically about how sales and marketing work together, compliment one another and ways they could be structured to optimize both. Some good ideas from Vosburg today on the show.
Also, have you downloaded The State of Content Management from Storyblok yet? We’ve told you about it for a couple weeks now. You certainly owe it to your company to do so. Our friends at Storyblok surveyed 515 businesses in the U.S. and Europe – companies just like yours – to find out how they are approaching content distribution through their digital channels in 2022.
You have to provide content for your website, maybe a mobile app, then ecommerce platforms, voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. It’s free and just good information to make you smarter!
LINKS:
Jarron Vosburg on LinkedIn: https://www.linkedin.com/in/jarronvosburg/
JumpCrew: https://jumpcrew.com/
Storyblok State of Content Marketing Report - https://storyblok.com/diggingdeeper
Digging Deeper on YouTube: http://cornett.online/digdeep
Digging Deeper Podcast Subscriptions: http://cornett.online/diggingdeeper
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Web 3.0 is an exciting new territory to play. But with new territory comes new risk.
On this episode of Digging Deeper, we dig deeper into the world of Web 3.0 and conduct our due diligence around the legalities of the Metaverse, NFTs, and Cryptocurrency. Enrico Schaefer from Traverse Legal bills himself as the NFT lawyer. He specializes in consulting and representing clients with a need in technology and intellectual property issues. He’s been doing it for 30 years, so through Web 1.0 and 2.0. He’s now making sure we’re staying out of trouble in Web 3.0.
The conversation gets in the weeds a bit, but in a way that you can understand and know more about how to watch yourself wisely as your business or brand steps into those uncharted waters.
This episode is also supported by Storyblok, which has a new report to make you smarter. It’s a new report called The State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022.
Think about it: You have to provide content for your website. Maybe a mobile app. Then there’s e-commerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to Storyblok.com/diggingdeeper.
Storyblok is a headless content management system, rated as the #1 CMS for 2022 by G2. It is also a new partner of the Marketing Podcast Network.
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The entrepreneurial spirit can make you a better marketer. That’s the underlying gist of Tim Hines’s new book The Marketing Starter - How an Entrepreneurial Spirit Will Make You a More Savvy Marketer.
Hines is a 17-year veteran of the startup marketing world. He's worked at agencies and brands, but always with a marketing-first mindset. He combined the two things he knows best – marketing and startups – into a refreshing and useful new book and outlook on what can make all marketers better. We dive into more about the Marketing Starter mindset on this episode of Digging Deeper.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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Less than one percent of all advertising agencies are owned by women. Read that again. It's kind of astonishing when you think about it.
For Cornett owner Christy Hiler, that's a problem. Today, she launched an effort to do something to close the gender gap in ad agency ownership called Own it.
The effort is being cataloged at UntilYouOwnIt.com where female and non-binary agency owners can join and participate in mentorship and other activities to help more women, Own It.
Part of the effort for Own It is a new podcast hosted by Hiler herself where she interviews and celebrates the growing number of women and non-binary ad agency owners to talk about buying out of the boys club of advertising, one agency at a time.
On this special, audio-only edition of Digging Deeper, you'll hear an excerpt from Own It's first episode. In it, Hiler talks to Jean Freeman from Zambezi, the largest female-owned ad agency in the country.
After you listen, be sure to subscribe to Own It at UntilYouOwnIt.com or wherever your get your podcasts.
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The best coach one can buy is one's self. That is the premise of the new book from David Novak, the former chairman and CEO of Yum! Brands. Yes … that Yum! Brands. Kentucky Fried Chicken, Taco Bell, Long John Silver’s, Pizza Hut. Novak lead the growth of some of the biggest brands in the world at the largest restaurant company in the world for many years. He's been called one of the most influential people in business by Forbes and others.
Since his retirement from Yum! Brands , he has been writing and podcasting. You may well know about his incredibly useful podcast called How Leaders Lead. He authored the New York Times bestseller Taking People With You. His latest book is called Take Charge of You: How Self-Coaching can Transform Your Life and Career.
Novak joined Digging Deeper to give us all a very pleasant kick in the pants to do that.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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Cornett creative director Jason Majewski joins #DiggingDeeper to discuss a case study in brand storytelling with corporate filmmaker Gary Miller of Eye Level Films and film composer A.J. Hochhalter. The trio are part of the team behind several years worth of Cornett's video production work for UK HealthCare.
Majewski led a discussion through the case study of the brand's primary commercial video work. That includes a consistency in storytelling, both visually and sonically, that continue to anchor UK HealthCare's messaging to consumers.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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Public relations is perhaps one of the segments of the marketing world that has changed most in the last 20 years or so. That’s largely because the media landscape has changed and media relations is a big part of the PR world. When traditional journalists, editors and producers are no longer the gate keepers, but you’re still charged with earning coverage and attention for your company, you have to shift with the market.
Robert Dilenschneider has weathered the storm and guided many a brand successfully through the last 30 years or so. He founded The Dilsenschnieder Group in 1991. They not only work with many Fortune 500 companies but also provide counsel and strategic advice to leading families and individuals around the world. His new book is called The Public Relations Handbook. It’s a little different approach, though. Robert has sourced the expertise presented in this book from 20 of the world’s top PR thinkers, including himself, of course.
He is technically listed as the editor of the book, but when you see the roster of names in this book … my pal Shel Holtz, William Adler, Donna Heiser, Virginia and Michael Kamsky, Sarah Manly Robertson … a Who’s Who of smart thinkers in the industry … you know this is worth the read. And it’s worth our time to talk about it.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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What happens when you put two advertising creatives behind a grill feeding their friends? Discovery by Guy Fieri and your own Food Network show apparently. Mark & Fey … or more formally Mark Anderson and Ryan Fey are The Food Network stars of The Grill Dads . That’s the sizzle. But the steak for Digging Deeper is they’re both experienced marketing and ad creatives.
Mark & Fey joined host Jason Falls to talk about their backgrounds, the rise to success of the show and social influence, and their take on creating engaging content in today's frenetic media environment.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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The concept of digital customer care is something most companies now understand and implement. But it has taken a while for the majority of companies to migrate from old call centers and email support responses to plugging in to customer concerns in real-time, via apps and on social media.
But imagine having to handle digital customer care on a scale most businesses never see. Elly Moody is the Digital Customer Care Program Strategy Manager for McDonald’s … yes, that McDonald’s. She is guiding a modernization strategy for holistic customer care for McDonald’s USA. And that covers all channels … voice, web, app and social e-care.
She joined Digging Deeper to help us dig deeper into how to think about digital customer care on scale. She shared insights we can all use, as well as some good food for thought as your companies grow.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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The Gooder Podcast highlights the powerhouse women in the consumer product goods industry. It’s a great show to inspire everyone, but particularly women, to achieve success and build leadership in business. The show is hosted by Diana Fryc from Retail Voodoo who visited with Digging Deeper to talk about women in leadership, but also cause marketing, CPG and food and beverage marketing and beyond.
Her firm is a branding agency that focuses on guiding mission-driven consumer brands to attract a broad and passionate fan base.
This episode of Digging Deeper is brought to you by the Marketing Podcast Network.
If your company or perhaps one of your clients sells to marketers, you look for advertising channels that guarantee business marketers are paying attention, right? The Marketing Podcast Network is a network of podcasts all about marketing. On Brand with Nick Westergaard, Joseph Jaffe is Not Famous, For Immediate Release, Winfluence - The Influence Marketing Podcast, Digging Deeper and many more are there.
What that means is 100 percent of M-P-Ns audience are marketers. Your brand or clients can reach them by advertising on the Marketing Podcast Network. Learn more and find our media kit at MarketingPodcasts.net.
Digging Deeper is a podcast on the Marketing Podcast Network.
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The American’s With Disabilities Act or ADA is no less meaningful and relevant that the Civil Rights Act to companies today. But businesses often fail to consider how people with vision, hearing or physical disabilities can or cannot consume their online content.
When one fails to provide accessible user experiences, they subject themselves to legal action. Well, lawsuits holding brands more accountable for their digital accessibility efforts are on the rise.
Jason Taylor joined Digging Deeper this week to talk about the topic. He is the chief innovation strategist and advisor to the CEO of UsableNet. It monitors and documents all digital accessibility related lawsuits where a website, mobile app or video content is subject to a court claim. There has been a steep rise in claims since 2018.
UsableNet's newest report reveals an alarming increase in the number of ADA-driven lawsuits against brands and shows that many brands are repeat offenders. That underlines the problem that many don't take accessibility serious. Taylor addressed what solutions your business can take to ensure it is not just avoiding litigation, but doing the right thing for your disabled consumers.
This episode of Digging Deeper is brought to you by PodchaserPro.
PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.
If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!
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Mitch Jackson thinks the Metaverse is the perfect opportunity for brands to standout and strengthen relationships with their consumers. His new book, The Metaverse Handbook - How to create, market and sell in a virtual word, is out this month. Jackson is all-in on showing people how to go virtual and find ways to connect with your audiences there.
Jackson stopped by Digging Deeper to explain and try and talk host Jason Falls off his skeptical ledge about Web 3.0, brands in virtual worlds and such. The two even showed off a virtual meeting on the live stream of the program. You can access the video archives at https://cornett.online/digdeep.
This episode of Digging Deeper is brought to you by PodchaserPro.
PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.
If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!
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The healthy beverage aisle in your grocery or convenience store just keeps getting more and more crowded. The so-called Functional Beverage market is already a $50 billion industry. Amid fighting one another for dominance, brands in the category also have to battle the big-budget sugary drinks brands for consumer's attentions.
Why on earth would someone enter that market with a startup brand, then? Rusty Jones, the co-founder and chief strategy officer at Hello Water knows. He and his partner did it in 2017 and are now behind one of the upstart brands in the space.
Hello Water is a brand of healthy hydration beverages. They have pro-biotic drinks that help with immune defense, better pH balance and digestive health.
Rusty joined us on Digging Deeper to help us find out more about the brand and how it started, but also more about the highly competitive space of healthy drinks and battling the sugary soft drink segment to get more people to get inspired to be more healthy.
This episode of Digging Deeper is brought to you by PodchaserPro.
PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.
If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!
Digging Deeper is a podcast on the Marketing Podcast Network.
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We’re walking the walk here on the show by digging deeper into conversations with the type of folks we often interview on the live stream version of the show each Tuesday morning. But not everyone we want to talk to there can make it to a regimented, scheduled show. And, we have some very interesting people within the walls at Cornett whose expertise comes to bear for our clients. We also do some pretty neat things as a group that are well worth sharing with you. Why not give you access to those subject matter experts, and experiences too?
In today’s episode, we get to know a familiar face to anyone who has come through the doors at Cornett. Jared Lee is the agency’s business support lead. My translation of what that means is he’s the guy to ask for solutions, to fix things, help find everything from supplies to a free-lancer. The guy does it all. He even helps man Cornett’s social media channels, acts as a staff photographer … there’s nothing he doesn’t do.
One thing he does besides keep everything together at the agency is produce music events. Jared’s Expansion event, which happens every September, is Lexington’s very own Psychedelic Experience and Music Festival. It started in 2019 and is putting Lexington on the map as a magnet point for bands that are, as he puts it, weird and loud.
AdWeek thought Expansion was so cool, it awarded him with one of its Side Show awards for 2021. Expansion was the Best in Category for Performance Art. It was nice to see Jared earn some recognition for his work outside of Cornett.
We’ll talk more about that and him. Today on Digging Deeper.
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Google announced last year that sometime in 2023 it will no longer support browser cookies that advertisers often use to both target and retarget online ads. Firefox and Safari were ahead of the Google curve on that, but it wasn’t a dire concern until Google’s Chrome browser fell into line.
Now, you still have 2022 to make adjustments and figure this all out. We’re going to start talking about it today with Joe Singer of Merged Analytics. His firm is a website visitor intelligence company, but one that doesn’t use cookies. We’ll find out what they provide, how and talk about the challenges brands like yours will have to overcome to keep targeting and retargeting with success.
If you like this episode, please share it with a friend or colleague. Don't miss the video show each week by subscribing to our YouTube channel or our audio podcast on Apple Podcasts, Google Podcasts, Stitcher or Spotify. And we could use some reviews on each platform, so do give us a quick rating or review!
This episode of Digging Deeper is brought to you by PodchaserPro.
PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.
If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!
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Happy New Year everyone!
On this first episode of Digging Deeper for 2022, we usher in the new year by talking about the hot topics and trends that seem to be on everyone’s mind. The Metaverse. NFTs. The Blockchain. Influencers and more.
Host Jason Falls shares practical advice for brands on learning, experimenting and understanding without committing unnecessary resources out of the gate.
Plus, we share a recent client video that gave everyone a bit of a laugh about NFTs before the holidays. We always love showing off what VisitLex is up to.
Some links we referred to in the show include:
Fourth Floor's 2022 predictions on influencers
Ad Age's lessons learned from 2021 post
Non-Fungible Thoroughbreds
This episode of Digging Deeper is brought to you by PodchaserPro.
PodChaserPro is the professional version of Podchaser, which helps anyone find, manage, rate and follow podcasts. PodchaserPro, however, gives you access to that critical audience information you need for media planning and buying, or public relations or influencer outreach to podcasts.
If your brand or agency would like to find out more, go to PodchaserPro.com/falls. Sign up there and make your podcast outreach and media planning more effective!
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As we close out Digging Deeper for 2021, I thought it best to return to a core focus of all good marketing communications and that is storytelling. All the technical wizardry and business objectives and channel approaches do you no good unless you are able to leverage all of them to tell a strong story.
Paul Furiga has written and edited 20,000 stories as a journalist, covering everything from murders to the White House. When he moved into the agency side of the marketing world, he spent a few years at Ketchum, long known as one of the world’s top PR firms. And for the last 20 years, he has lead his own firm, WordWrite, where storytelling is the linchpin of the offering and its client’s success.
Paul has brought his results-driven approach to storytelling for business to bear in a new book called Finding Your Capital S Story. He’s here today to send us into the holiday with some good advice to ponder as we ready to tell our own story in 2022.
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We’re walking the walk here on the show by digging deeper into conversations with the type of folks we often interview on the live stream version of the show each Tuesday morning. But not everyone we want to talk to there can make it to a regimented, scheduled show. And, we have some very interesting people within the walls at Cornett whose expertise comes to bear for our clients. We also do some pretty neat things as a group that are well worth sharing with you. Why not give you access to those subject matter experts, and experiences too?
In today’s episode, we get to know Cornett senior web developer Matt Hudgins. Not only is he an award winning web-developer and incredibly talented coder, but he has an interesting side gig, if you will. He’s our resident TikTok influencer. Matt produces how-to’s on coding and technology, showing off the cool tricks and inventions he tinkers with on the side. Some of his videos have earned over 1 million views and he’s collected almost 40,000 followers on the platform.
AdWeek thought Matt’s nights and weekends hobby was so interesting, it honored him with a Gold Winner award at the magazine’s Side Show Awards this fall. He was one of two Cornett employees with Side Show awards. You’ll meet the other soon enough here on Digging Deeper.
We talked to Matt about his rise on TikTok, got some tips and tricks from him for you to use on the platform, and found out that one of his favorite TikTok-ers is the tech talk drag queen Anna Lytical.
Enjoy!
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