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Does your content strategy feel like it's always under attack?
Like, at any moment, an executive who's been spending too much time reading LinkedIn bros, "how to do content" advice can swoop in and tear the whole thing apart?
In this episode of The Cutting Room, I'm talking with Devin Reed, the Head of Content at Clari, and former Head of Content at Gong about what it takes to create a defensible content strategy built on a rock-solid foundation.
If you don't know Devin, he's
🔸 Scaled Gong's brand and content from "$20M - $X00M ARR"
🔸 Grown his side hustle, The Reeder, into a six-figure business
🔸 Advised some of the world's most intriguing startups like Notion and Wiz
He also regularly shares his insights on LinkedIn and his newsletter with over 12k subscribers.
In this episode we'll discuss:
🔸 His strategy for aligning on goals—from exec team down to the marketing team
🔸 Why we can’t lose sight of core business metrics and strategies in the marketing department
🔸 And a personal conversation around anxiety and burnout
Jump into the episode:
(00:00-00:55) Intro
(00:55-07:26) Content Marketing Philosophy
(07:26-10:42) Exec & Marketing Alignment
(10:42-27:10) Capturing or Converting Demand
(27:10-43:18) Lessons on Creating, Careers, & Burnout
But we’re not done! Head to YouTube and watch Devin and I live-edit the article here:
👉 https://www.youtube.com/watch?v=HZe1QfHbTas&t=2598s
Connect with Devin & check out The Reeder here:
✅ https://thereeder.co/
Follow along on social:
Twitter: https://Twitter.com/tommyismyname
Linkedin: / tommyismyname
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How do you define success as a content marketer?
The easy answer is traffic, leads, and sales, but if that's where you stop looking, you're missing a lot of opportunity.
Reducing churn, increasing lifetime value, faster product adoption... while harder to measure, you can feel the impact of these metrics.
This was the focus of my conversation with Melissa Eisenberg, Sr. Content Strategist at DocuSign. Her job at DocuSign is to focus on the post-sale customer experience, which includes creating content that helps new customers be more successful with the product faster.
💬 Some things we talked about: 💬
Knowing what questions to ask when creating attribution models.
Aligning performance metrics to content production.
Creating customer health models.
🔊 These were our favorite quotable moments: 🔊
"What are the right questions to ask? What are they clicking on? What happens after that?"
"Content creation isn't just 'flip a button' then it's on. It's about being more thoughtful of how you're creating this."
"When you evaluate different data that you collect from content, what you're really trying to look at is customer behavior. What are they doing? Are they actually interested in what you're creating? And that type of data will then filter back in and say, 'okay, well, what do we recommend, not just create it, not just measure it, but what do we recommend to a customer at their stage of the customer journey?"
This was an incredibly insightful conversation, and I'm so grateful Melissa took the time to share her wisdom.
In this episode of The Cutting Room podcast, host Tommy Walker meets Melissa Eisenberg, Senior Content Manager from DocuSign - a company that offers eSignature, a number one way to sign electronically on any device from anywhere, at any time. The discussion touches upon the significance of raising the appropriate questions when creating attribution models, aligning performance metrics to content production, and creating customer health models. Melissa has her own content marketing philosophy with a focus on addressing pain points, reducing friction, and using content formats applicable for the target audience. The need for measuring and keeping an eye on the entire customer journey, from the first touch to product adoption and customer success has been pointed out as well. Tune in to acquire insights into effective content marketing strategies and their impact on the business.
In this episode, you will learn the following:
Content analysis and attribution models.Understanding customer behavior drives content creation.Content is essential in customer retention.Importance of pregame process.Watch Melissa edit live:
"I'm a champion for content attribution" | The Cutting Room ft. Melissa Eisenberg of DocuSign
If you'd like to join the next live session, get exclusive bonuses, and more, sign up here:
The Cutting Room: Live Edits with the Masters of Content
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"If you're not in the top 3 spots [of Google], you might as well be throwing money into the trash."
This is the heart of our conversation.
Jacob, as a solo business owner, has managed to outrank major corporations for high competition key phrases like "how to become a copywriter," "email copywriting," and "what do copywriters make?"
What's his secret?
Some things we talked about:
👉 How to become objectively "the best" within a search result.
👉 Infusing "soul" into search-optimized content.
👉 Why "distribution first" is his favorite approach to content marketing.
💬 These were our favorite quotable moments: 💬
"If you're not serious about making that effort, there's just no point. It doesn't matter how much technical SEO, how many links, how much whatever, you're gonna get beat.”
"There are other games you can play where you don't have to be that good. But when it comes to SEO and SEO-focused content, like you have to go into it trying to be the best in the space.”
"[Good content is not], 'I need to come up with information to fill an article or to fill an objective or to get this piece shipped.' It's I'm gonna go find the best possible information out there and create the most useful, the most up-to-date, the most relevant, the most authoritative piece that I can make.”
If you've been trying to find the balance of creating soulful content that also ranks well in Google, this is an episode you can't miss.
In this episode of The Cutting Room, host Tommy Walker interviews Jacob McMillen, the Director of Content at Owner.com - the all-in-one restaurant marketing platform that offers services such as growth of direct online sales, savings in fees and simplification of online presences. Jacob points out his content marketing philosophy which is starting with distribution and reaching the target audience. His belief of producing the best content possible will create connection among readers through the chosen distribution channels. Tommy and Jacob also delve into the subjectivity and objectivity of defining the "best" content and the process of reverse engineering distribution channels. Tune in to learn more about Jacob's approach to content marketing.
In this episode, you will learn the following:
Realize the content marketing philosophy - start with distribution, create the best content, and define success based on specific goals.Invest in creating high-quality content.Balance freelancing with personal growth.Know the process for creating effective content.Create high-quality content for SEO success.Watch Jacob edit live:
"SEO is a zero sum game." |The Cutting Room ft Jacon McMillen
If you'd like to be notified about upcoming episodes, get exclusive bonuses, and more, go to:
The Cutting Room: Live Edits with the Masters of Content
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How do you differentiate content?
Make it so unique that people care more about your byline than your subject line?
I sat down with Peep Laja, founder of Wynter.io to talk about how he's created wildly different content throughout his career that attracts people through how unique it is.
🗣 Here are some things we discussed 🗣
⚫️ Why something being hard to create is your moat.
⚫️ How the definition of "quality" has changed over time.
⚫️ How to spot B.S. content marketing.
💬 Here are some of our favorite quotable moments: 💬
"If any idiot can order 20 of these on UpWork, it means the barrier to entry is too low."
"Every time you push the standards, there's a cost. There's a time cost. There's a monetary cost. There's a limit to how much time I can put in and just putting in. My standards are, I think, good enough, but could be better."
"If it's hard to create it's a moat."
In today’s episode, get to know the company that offers various services in the digital industry such as B2B message testing, B2B buyer intelligence surveys, 1:1 live interviews, preference testing, B2B user testing, and market research surveys. Introducing Wynter, led by CEO, Peep Laja, with more than 10 years in the area of content marketing experience. He shows off his expertise and strategies in transforming your blog posts from acceptable to extraordinary. With the use of an approach that is data-driven insights, dedication to quality, and a striking balance between opposing sides, this has made him one of the industry's thought leaders.
In this episode, you will learn the following:
Understand the importance of creating top-notch content in attaining podcast supremacy and writing engaging articles.Unlock how differentiation and personalization in your content marketing can make you stand out from your competitors.Establish strategies focused mainly on maintaining superior content that meets audience's expectations.Anticipate the need for a thorough writer evaluation in providing content that is fully relevant to the audience's interests.Watch Peep edit live:
"What makes a blog post the best in the world?" | The Cutting Room ft. Peep Laja
If you'd like to be notified about upcoming episodes, get exclusive bonuses, and more, share your email at:
The Cutting Room: Live Edits with the Masters of Content
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"Know your customer," is a played-out trope, so why do we keep coming back to it?
Amanda O'Callaghan, Director of Content at Rubrik Inc. suggests it's because we constantly have to advocate for customers to other internal teams.
We're broken records, always telling our colleagues nobody cares about our products, but only the benefit our customer gets.
But if we can be patient with them...
Get them involved...
Guide them...
We can create content that others simply can't
🗣 Some things we talked about: 🗣
👉 Getting buy-in to build an amazing content team.
👉 Fostering a culture of respect.
👉 The impact philosophy studies has on creating good content.
💬 These were our favorite quotable moments: 💬
"I went to the doctor one time, and before I knew it, I had a tube going down my nose. This is not what I came here for. When you go into a meeting with somebody who isn't familiar with content and start displaying your expertise, you're essentially sticking a tube down their throat without asking."
"So I can sit here all day and philosophize and come up with great content, and think that my ideas are the greatest in the world, but that doesn't mean anything if it doesn't resonate with the customer."
"It's about studying your audience intently, like the way you would web stalk your ex."
Meet Amanda O'Callaghan, the Director of Content at Rubrik Inc., a data security and resiliency platform renowned for her user-centric philosophy. Amanda is a whizz at understanding audience concerns. Her knack for delving deep into audience analysis leads to fine-tuned solutions that resonate with the needs of the customer. She began her career in journalism, bagging crucial skills in storytelling and persuasion which have immaculately transferred into her content marketing approach. Avoiding the fluff, she is known for her cut-to-the-chase discussions that rest on the importance of knowing the audience intimately in the tech marketing world.
In this episode, you will learn the following:
Why tailoring content to your audience is crucial in the marketing industry.Learn the common roadblocks in attaining stakeholder agreement in content marketing.Gain insight into the importance of understanding your audience's needs for effective content creation.Uncover strategies for winning stakeholder support through a collaborative approach.Realize that content marketing is a collective effort and why it requires a fit with the market.Watch Amanda edit live:
"You have to be interesting in the face of obscurity." | The Cutting Room ft. Amanda O'Callaghan
To be notified about upcoming episodes, get exclusive bonuses, and more go to:
The Cutting Room: Live Edits with the Masters of Content
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Will you remember this video?
Recall is by far one of the most important and least talked about elements of content marketing.
This is where Janessa Lantz of DBT Labs excels has some really practical advice.
🗣 In our conversation we discuss: 🗣
👉 Developing your audience for content/market fit.
👉 Structuring content to be insanely readable.
👉 Using power statements to hook readers.
💬 Here are some of our favorite quotable moments 💬
"You can't lead thoughts if you don't have good thoughts."
"I'm just some person jabbering away on the internet, that's why you should believe me!"
"A vision for the future is never going to be a listicle post."
Meet the talented Janessa Lantz, a seasoned marketer passionate about the dynamics of storytelling and its power to transform businesses. Serving as the Vice President of Marketing at DBT Labs, her work centers around elevating her company's position in the market, creating powerful narratives that resonate with audiences. Her enthusiasm for thought leadership is evident in her approach to content strategy where she prioritizes forming genuine connections with audiences rather than just selling products. With previous experience as the Senior Communications Manager at HubSpot, Janessa has refined her understanding of content marketing and carved a distinctive path in the industry.
In this episode, you will learn the following:
Grasp the fundamentals of a content-centric marketing philosophy and its profound implications on your business.Learn about the power of innovative content development strategies such as the content barbell approach to appeal more effectively to your various audience segments.Explore the benefits of fostering a community-led content development framework for more authenticity and relatability.Navigate the nuances of thought leadership and its dynamic role in driving sustainable audience growth.Appreciate how a crafted content marketing strategy can be a vital tool in influencing decision-making and driving business growth.Watch Janessa edit:
"You can't lead thoughts if you don't have good thoughts." | The Cutting Room ft. Janessa Lantz
To be notified about upcoming episodes, get exclusive bonuses, and more, go to:
The Cutting Room: Live Edits with the Masters of Content
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Ryan Law is a thought leader in the truest sense of the word.
His philosophies are years ahead of their time and his work frequently challenges what content marketers believe content can do for a company.
Through the Animalz blog and podcast, his thoughts have shaped many of my own perspectives, and countless others as well.
That's why I tried not to fanboy during our conversation.
💬 Some things we talked about:💬
👉 Applying more rigor in the content ideation phase
👉 The role of A.I. in content marketing
👉 Thinking beyond SEO
💭These were our favorite quotable moments: 💭
"A good idea is something that can survive bad writing, but the inverse of that is never true"
"You have to inhabit the role of a very critical reader every time you're writing something. You have to poke holes in it wherever you can. You have to be so brutally self-critical with what you're writing, because if you don't do that, the reader will do it for you. And because of the asynchronous nature of reading, writing, you have no recourse at that point.
"Anytime you make a point or use an example, don't just do one, do it three times, because you're proving that your argument is not reliant on a single edge case, like a freak of nature, some fluke event, you're proving that you have like a whole body of things that validate what you're saying."
Join us in this insightful episode as we welcome Ryan Law, VP of content at Animalz, a renowned content marketing agency. Ryan walks us through the development of his content marketing philosophies, emphasizing the transition from an exclusive concentration on SEO-driven content to a greater emphasis on generating powerful ideas and original articulations. Learn how a strong concept may overcome substandard writing, whereas a weak concept cannot be saved even with outstanding writing skills. Learn insightful information on the creation of content, the use of AI in content marketing, and the necessity of thinking outside the box of SEO.
In this episode, you will learn the following:
Focus on improving the process of generating better ideas right at the beginning of your content marketing workflow.Recognize that content marketing is a collaborative field where multiple experts contribute their insights.Assess whether your content has expanded readers' understanding of the world or a particular topic.When creating content, consider whether your articles contribute to a greater understanding of a subject matter.Watch Ryan edit live:
"A.I. is going to radically change content marketing." | The Cutting Room ft Ryan Law
To be notified about upcoming episodes, get exclusive bonuses, and more, go to:
The Cutting Room: Live Edits with the Masters of Content
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Does your content need to sacrifice its soul to Google for search rankings? Feels like it sometimes, doesn't it? This was a huge focus of my conversation with Vimeo's Director of SEO & Content on the most recent episode of The Cutting Room.
Today's episode is all about content marketing philosophy and how it can impact a business. We had the pleasure of talking to Robyn Showers, the Director of Content at Vimeo, and she shared some tips for successful content marketing with understanding the reader's needs.
Some things we talked about:
👉 How to optimize for search without rehashing everyone else.
👉 How to deliver something unique to the reader.
👉 Using different media formats for different needs.
These were our favorite quotable moments:
"Make sure that you're delivering on your promises and that you are packaging, whatever message you're trying to send in a way that is really specific to the audience that you're speaking to."
"I don't believe that content needs to be short or long or any one particular thing."
"I imagine that, looking at someone's search history is probably one of the most like intimate pieces of information you get about them."
This was an incredibly insightful conversation, and I'm so grateful Robyn took the time to share her wisdom.
Watch Robyn edit live:
bit.ly/3R2j5jz
To be notified about future live episodes and get exclusive bonus goods:
https://www.thecontentstudio.com/
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Click the link if you'd like to be brought directly to the edit: https://www.youtube.com/live/GMo9Zlw65Ys?feature=share&t=1864
In this episode of The Cutting Room, I'm joined by Eddie Shleyner, an industry-leading copywriter and expert on writing with brevity. We'll be discussing the importance of brevity in writing, as well as some tips on how to write with more clarity and concisely. Whether you're a copywriter, blogger, or just trying to write more effectively, this interview will help. If you're looking to improve your writing skills, be sure to watch this video! Eddie's insights on writing with brevity will help you to write more effectively and capture your audience's attention.
Eddie Shleyner is the founder of Very Good Copy and the lead copywriter at G2. He has consulted for Gong, Ramp, Drift, Helps Scout, and Whereby and has written for Forbes, Hootsuite, and DataBox. When he discovered the art of copywriting and marketing, he used a combination of story and takeaways to create concise, clear, and emotionally engaging articles that incentivize readers to take action.
"Quality comes from quantity. Maybe one in 20 ideas will make it into an article. What makes a good idea is that combination of story and takeaway."
In this episode, we discuss:
What are the three pillars of effective content marketing?What are the best strategies for incentivizing people to engage with content?How can creative professionals trust their intuition to identify a good idea?Hosted on Acast. See acast.com/privacy for more information.
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Click the link if you want to be brought directly to the live edit:
https://youtu.be/snkp8H94wx8?t=1815
To get access to many of the docs featured on the show, go to https://thecontentstudio.com/the-vault/
We mean ”annoying," but say “stupid.”
We mean “intense,” but say "crazy."
We mean “boring,” but say "lame."
We can’t pretend that words don’t matter.
It's easy to fall into, “you know what I mean” word choice.
Emily Triplett-Lentz shared with us her insights on inclusive language, ableism, and the value of examining why we say what we do, and how to communicate with intention.
We also touched on modern etiquette and kindness in content creation.
Here are some topics we discussed:
The importance of inclusive language and common ableist phrasesFinding out what customers truly care about (hint: not content)The evolving etiquette of connecting with others through techHere are our favorite quotable moments:
“The more I got into it, the more I realized a lot of these words, that segments of our audience maybe take issue with, are kind of lazy language choices anyway. So, why wouldn't you choose more precise, specific language that makes your content better?”
“The really fun thing about that is really precise, specific language, what's good for accessibility and inclusivity, is also really good for SEO. Really, really descriptive alt text, or anchor links, and things like that. So there's a lot of overlap there.”
“What does my edit look like? The first read through, I sit on my hands. People assume I'm being metaphorical…
I literally sit on my hands. The temptation to go into copy editing mode is so strong...I come from a journalism background. I see a typo or anything, and I just want to get in there. That's such a disservice to both you and the writer. Even knowing this, consciously knowing this, I'll still be afraid that I won't catch something the second time I go through it.”
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You know when you just hit it off with someone? That's how it was with Brendan and I. Honestly, I haven't felt so aligned with someone's outlook in such a long time. And that's why Brendan's conversation went a little (ok a lot) long.
Some things we talked about:
👉 The ridiculous state of content marketing today.
👉 How the phrase "customer-centric" has become hollowed out. (and what we can do about it)
👉 Creating intellectual properties around customer's problems.
These were our favorite quotable moments:
"If your whole content strategy has come out of some SEMRush keywords, we've lost the plot."
"We're repurposing stuff that doesn't have a purpose to begin with."
"People want a listical, that's what they want. Then my brain went 'Nobody wants a listical. Ever. Nobody wants that.
"No summary here will ever give this episode justice, but I will say this, my notebook was filled with fresh insights that I can't wait to start bringing into my conversations.
I think you'll like this one.
If you'd like to watch while Brendan edits live go here: https://bit.ly/Brendan-hufford
If you'd like to get direct access to the doc, and others from the show, go to https://thecontentstudio.com/the-vault/
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"The internet is a living document."
Originality in content creation is vital, and the ability to constantly adapt to remain in the game, if not be ahead. That means, you have to be willing to take what you know about your audience's behavior, and take an informed risk.
In this episode, Emily Anne Epstein joins me to discuss the importance of originality and adaptability in content creation and the need to understand and be attached with the audience. She emphasizes on the role of storytelling, data analysis, and collaboration to achieve successful content. Emily also deals with the importance of editing and having a room for feedback to constantly improve the quality of the content. We stress that there should be alignment with the organization's goals and values and to always aspire for improvement. Overall, the episode provides insights and advice on how to create effective and engaging content in the ever-changing landscape of the internet.
In this episode, we discuss:
The importance of originality in content creation and the need to constantly adapt to the ever-changing landscape of the internet.Emily's Philosophy of content marketing and its ways on how to understand and connect with the audience. The role of data in content creation and the need for an effective analysis. An understanding of the metrics should be observed as it adds value to the work and to regularly check out what did well and why.Ideation and inspiration include the significance of reading and being an expert in the topic, possessing an open mind to inspiration, and making a diverse team to bring about new content ideas.Understanding business goals of the organization and ensuring its alignment with the ideas of collaborators to move in unison towards success.Adapting to the ever-changing internet and never expecting yesterday’s strategies will work at present. There should be experimentation and risk-taking in content creation.These were our favorite quotable moments:
- "It's inspiration so you're having this conversation every single day where you get to put something out there in the world and then there's this democratic process where the world will tell you if they liked it or not and you can then take that information and say okay i'm gonna do 50 more stories about that."
- "You can't expect yesterday to work today."
- "I really wanna understand what the goals of the piece are so that question who is it for? how does it help them? where is this content going to be you know sent out? Does it align with the brand mission and values? Is this person who's writing about it an expert? Do they have authority on this topic? And is the answer that is the most important um in there which is so what? So what right?"
- "Being edited, being open, also getting things wrong is really important. You know when I started in content marketing, I didn't necessarily understand all of the ins and outs and the technical aspects of editing this type of work, but I did know that I can make any stories stronger, and that's really what I focused on, which is what I asked from other people. What is your expertise? I can make words better, so that's what I focused on."
If you'd like to watch Emily edit live, click on this link and you'll be brought directly to it on our youtube channel: https://youtu.be/Vz6qHRypxBE?t=1656
If you'd like access to this doc, and many other guests, go to https://thecontentstudio.com/the-vault/
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Click the link if you want to be brought directly to the live edit: https://youtu.be/cF7PcnTeJFg?t=1772
Today's guest in this episode is Erica Schneider, the Head of Content at Grizzle. In a world filled with AI-generated content, it has become crucial to maintain originality and relevance.
To catch replays of The Cutting Room or to catch the next live session, go to https://thecontentstudio.com/the-cutting-room to sign up for our email list.
The following are quotable moments:
0:44 - In my mind, content marketing is relevant communication.
0:55 - Essentially, it's meeting your audience where they are, at a stage where it's relevant to them in their customer journey in the format that makes sense from (for?) where they're reading your content
1:29 - We are at a stage now where the top page 1 of the SERP all looks very similar because everyone is playing the SEO game.
1:47 - You don't have to regurgitate what everyone else is doing
Good content speaks to your audience.
1:54 - If you want to be credible and build authority on the stage, you've to be unique and connect with people in a way that keeps you top of mind, and the best way to do that is to put a lot of effort into editorial.
2:23 - What makes good content is if it speaks directly to your target audience.
2:54 - Good content speaks to your audience; it's specifically trying to accomplish whatever goal you have.
4:47 - Philosophically, every H2 should tie benefits to the outcome.
7:39 - The readers' research is everything
7:57 - There is an oversaturation of people that are experts in the strategy side of things, which is so great — it's so important. But there is no oversaturation of experts in the editorial side of things.
9:14 - Our strategy for that was to create super original thought-leadership pieces that' also tap into strategy.
10:05 - So tough because you still have to satisfy the robot
10:33 - There's the art of storytelling, which is to use storytelling throughout your content, and there's business storytelling, where businesses are literally creating stories like mini-movies.
11:02 - If you're doing SEO, a great way is to use storytelling in your introduction.
12:32 - Inject literal anecdotes, advice, or example from either the founders or people that work for them throughout the strategy.
14:29 - The pre-game is to familiarize myself with the brief if I' haven't done it myself with the brief and the outline.
15:31 - Context-switching is what every editor or writer should do if they work with more than one clients.
19:30 - If they're not hearing constructive criticism or pushback or if they are not invested in to help them improve, they get circled around.
20:09 - We want people that are hungry and want to improve their writing; we want people that want to produce valuable work, not just people who want to get paid.
22:53 - The first thing I'll do is: I'll skim-read the outline next to me and make sure the H2s follow the orders of operation that make the most sense. And that, of course, depends on your strategy and how you want to present your argument if you'll go for an SEO path or not.
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Click the link if you want to be brought directly to the live edit:
https://bit.ly/3As1Dxy
In this episode of The Cutting Room, we spoke with Margaret Jones, Head of Content at Airtable. Margaret brought some amazing insight not just on creating and editing better content, but also navigating an organization that has grown from 5 to 70 marketers in just over a year.
Listen in as Margaret Jones, Head of Content at Airtable, discusses her approach to content marketing and managing a growing content team. Margaret shares her process for handling input from various stakeholders, which involves using a form in Airtable to gather input and identifying common needs across the organization to efficiently create content
For the first time on the show, we talked about:
👉 Prioritizing requests.
👉 Developing and scoring authors.
👉 Smart intake processes from internal stakeholders.
Plus, she went hard on the live edit.
💬 Here are some of our favorite quotable moments💬
"Content is like the air that the marketing team breathes."
"[We're] basically coming to all of our stakeholders and looking for key themes across the org, or patterns and things that people are looking for...because you can't do everything."
"One of my priorities as an editor is not just to make the piece awesome, but it's also to make the writer feel more empowered next time that they're writing a piece."
Margaret also provided us with an amazing resource in this Airtable base, which acts as a rubric for scoring different aspects of an author's piece.
Airtable | Everyone's app platform
Margaret's live edit:
"Content is like the air the marketing team breathes." | The Cutting Room ft. Margaret Jones
If you'd like to join us for the next live edit:
The Cutting Room: Live Edits with the Masters of Content
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Click the link if you want to be brought directly to the live edit: https://youtu.be/WDpTmyHHnXk?t=2293
"I don't care about my rankings." As one of the pioneers who popularized SEO and with Moz being one of the oldests SEO software companies, this statement from Rand Fishkin, founder of Moz and co-founder of SparkToro made my eyebrows raise. But why did Rand make such a surprising remark?
Rand's insights are valuable, as evidenced by the following key points from the episode:
There is an abundance of content these days that creation is simply not enough. To stand out and capture attention, you have to do more than invest in the quality or quantity of your content. This is where tactics like positioning, having a PoV, and making common enemies come into play.Yes, you should invest in distributing content, but it’s not going to be a success unless the content itself is great. Formulaic crap doesn't do all that well. People mostly share content that reinforces their opinions or beliefs. So, create opinionated content to earn amplification.And the big one: “I don’t care about my rankings.” These days, Rand doesn’t worry about SEO again. Instead, in Sparktoro, they focus on impacting people, and doing that through other channels they can own and control, mostly outside of search channels. He advises marketers not to rely on any single channel or source e.g. Google.I first heard about the concept of episodic content in this episode. According to Crowd content, “episodic content is content published by marketers and site owners as a series of multiple posts that build on each other.” The keyword here is “build on each other.”Rand employs this strategy in Sparktoro with their Office Hours series (I’ve attended a few of those myself), which has about 14,000 people tuning in these days. And there are people who would stumble on older episodes, enjoy them, subscribe to be alerted of new ones, and the whole thing builds up like that.
Another example of episodic content is The Cutting Room by Tommy Walker. There are almost 40 episodes at the time of writing. You can watch these previous episodes, and subscribe to the channel to know about newer episodes.
In essence, brands should commit to creating episodic content as it helps in building a return audience and establishing brand authority.
The rule of one in copywriting states that your copy should focus on only one big idea, one reader, one promise, and one CTA. A modified version of that rule in content marketing is to focus on one reader. Don’t try to appeal to everyone in your content. It should however repel people that are not a good fit. That way, only your target audience will be attracted, and hopefully convert.Finally, smaller companies should revel in their advantage as they can take the risks the bigger guys cannot. So go ahead and do the crazy marketing tactics. Carve out a market sector by finding your audience, focusing on them, and increasing them gradually.The above is just a glimpse into the juiciness of this episode with Rand Fiskin and doesn’t do it justice.
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Get inside the minds of marketers from industry leading companies like Airtable, Calendly, and Docusign, to learn about their content marketing philosophy, process, and pre-game before they edit an article live. On the The Cutting Room: Podcast Edition, we'll explore the first half of each conversation with the guest, and will include links in the show notes that will bring you directly to their edit so you can follow along. We encourage you to join a live session so you can get even more out of each episode by interacting with our guests and others. Finally, if you want to become a studio insider by subscribing to our email list, you'll get access to The Vault, a collection of articles that have been edited on the show. Thank you for your time and welcome to The Cutting Room.
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