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Summary
In this episode of Earning Ears, host Adam Spencer interviews Kayla Medica, a marketing expert and creator of the Mehdeeka newsletter. They discuss Kayla's experiments with LinkedIn, including the surprising finding that posting less frequently actually increased her reach. They also delve into the importance of finding the right content format for your audience and the value of engagement versus reach.
Kayla shares her insights on audience acquisition strategies, the power of long text posts on LinkedIn, and the benefits of zero-click content.
Don't miss this informative and engaging conversation with a marketing pro.
Timestamps0:00: Podcast Chemistry and Japanese Historical Interests
3:40: Optimising LinkedIn Strategy Through Experimentation
5:44: Exploring Newsletter Growth Strategies and Subscriber Acquisition
7:25: Challenges of Newsletter Promotion and Subscriber Engagement
10:19: Effective Promotion Strategies in Slack and Facebook Groups
12:24: Decoding LinkedIn's Algorithm Through Personal Experimentation
17:12: Content Creation: Passion Over Proficiency
19:15: Dissecting Reach vs Engagement in Social Media Strategy
22:10: Crafting Unique Content in a Saturated Market
24:17: Evolving a Marketing Newsletter for Networking and Reflection
27:19: Effective B2B Marketing Strategies and Platforms
31:37: Setting Boundaries in Marketing Investments
32:55: Podcasting Preferences and B2B Learning Boundaries
34:04: Mastering LinkedIn's Algorithm for Effective Content Strategy
36:21: Exploring WhatsApp Communities for Direct Audience Engagement
41:04: Content Creation: Enjoyment, Sustainability, and Engagement Strategy
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Episode Summary:
In this episode of Earning Ears with Adam Spencer, guest Michael Batko delivers a wealth of insights into content creation, community building, and productivity for startups. Michael Batko's varied experience as the CEO of Startmate fuels a compelling conversation that touches upon his passion for learning, efficient communication within organizations, and the practices that contribute to his own prolific content output.
The discussion delves into Michael Batko's approach to managing his responsibilities at Startmate while simultaneously contributing a considerable amount of content to his field. With personal anecdotes and practical advice, the episode captures a narrative that emphasizes the importance of focusing on customers, the art of productivity, and the power storytelling in driving startups forward. Batko also shares strategies for dealing with setbacks and explains how feedback loops are integrated into his work ethos to continually improve processes and products.
Key Takeaways:Identify a niche and understand your audience deeply to create resonating content.Establish systems and habits for productivity that are irresistible and keep you accountable.The act of writing distills complex thoughts and enables learning through feedback.Resilience and customer obsession are key traits observed in successful founders and content creators.Feedback is crucial for growth, and building feedback loops into your work helps you evolve as a knowledge worker.Notable Quotes:"You are the average of the five people you spend most time with.""Your brain is for having ideas, not for storing them.""Don't be afraid of releasing bad content. Nobody cares at the end of the day.""Find your niche. If your target market is everyone, your target market is nobody.""Increasing the surface area for luck to strike."Resources:Startmate (company website and community platform): StartmatePuddle Pod (productivity community): Puddle PodStartmate Striders (running community association with Startmate)
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Episode Summary:
In the latest episode of Earning Ears, host Adam Spencer sits down with Bree Fedele, Senior Marketing Manager at Airtree, to explore the expansive world of content marketing.
Bree has spent the past decade helping big tech companies and brand-new startups to tell great stories and supporting them to translate their ideas into tangible outcomes. In 2021 Bree joined Airtree, one of the biggest venture capital funds in Australia with over $1.3B under management and over 100+ portfolio startups.
In this discussion, Bree emphasises the importance of understanding your audience and their critical role in crafting effective content. The episode covers a range of content-driven topics, from aligning stakeholders on the role of content to adopting a long-term perspective in content strategies.
Focusing on the importance of delivering value through content, Bree discusses how marketing and content should aim to first serve the reader, while also embodying authenticity and insight. Bree also sheds light on common challenges when selling content internally, offering strategies to overcome objections and secure team support. Bree advises on the necessity of aligning with the long-term vision, prioritising impactful actions, and sharing goals transparently to foster collaborative success.
Key Takeaways:Audience Empathy: Recognizing the audience's realities and needs is fundamental to creating magic with content marketing.Content Strategy as a Long-term Play: Content marketing is not an overnight success; it's a compounding effect that grows over time.Feedback is Crucial: Seeking and incorporating both internal and external feedback is vital for iterating and improving content strategies.Qualitative over Quantitative Feedback: While data is essential, audience sentiment and content sharing without prompts ('content in the wild') are golden indicators of success.Distribution Matters: Effective distribution is about providing insights and value, not just sharing links – it's critical to meet the audience where they are.Notable Quotes:"Much like you can't build a product if you don't know your audience, you can't create content if you don't know your audience either." - Bree Fedele"There's a compounding effect to content. There's generally no overnight success." - Bree Fedele"Don't just sharing links is not content or distribution. You need to think about how you can distribute insights, not just links." - Bree Fedele"Every job is a sales job." - Bree Fedele"Most content is designed to serve the company, not the reader. Let's avoid that from the outset." - Bree FedeleResources:Femme Street Newsletter by Sarah at North ZoneNewsletter by Deb LouNewsletter by Wes KaoNewsletter by Molly GrahamNewsletter by Julian ShapiroOnlyCFO Newsletter (SaaS Metrics)Book: "The Secret History" by Donna TarttBook Club featuring "The Nightingale" and notes by Dolly AldertonMarketing Examples website (engine and fuel paradigm)Book "Building a Story Brand" by Donald Miller
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Episode Summary:
In this engaging episode of "Earning Ears," Adam Spencer sits down with community-building expert Paz Pisarski to delve into the transformative world of community development within the startup ecosystem. Paz shares her unique perspective on what differentiates an audience from a community and outlines the indispensable role of continuous engagement in creating an environment where members support and uplift one another.
Paz Pisarski illuminates the pathway from managing audiences to nurturing communities, emphasizing the importance of emphasizing transformative experiences over mere engagement metrics. She also reveals her shift to measuring community impact through members' success stories, an insight that’s drastically changed her approach to community building.
Throughout the conversation, Paz articulates the nuances that define a successful community, the essential elements that promote growth, and the potential pitfalls to avoid. By anchoring her strategies in core principles like understanding the ‘why,’ building alongside community members, and aligning both member and business outcomes, Paz details how to foster a flourishing community in alignment with business objectives.
Key Takeaways:The Transition from Audience to Community: Paz stresses the value of creating connections among members to elevate an audience to a genuine community.Who, Not How: Paz advises that focusing on collaboration with others experienced in community building can be more beneficial than tackling the process alone.Feedback as a Gift: Implementing regular feedback mechanisms at various community engagement points ensures that the community develops in line with member needs.Balancing Business and Member Value: Successful communities provide substantial value to both the members and the business, necessitating a clear strategy that encompasses both aspects.Avoiding Common Pitfalls: New community builders should focus on member engagement rather than getting bogged down by the choice of tech tools.Notable Quotes:"What flipped it from an audience to a community is we created a way for this group of people to connect and support each other on a regular basis." - Paz Pisarski"It's like the counselors need counseling, the teachers still get taught by other people. So where were the communities for the community builders?" - Paz Pisarski"Not every business should have a community, but many businesses with a community would benefit dearly from it." - Paz Pisarski"Focus on the highly engaged. Instead of focusing on reengaging disengaged members, focus on the five people who are there every single week." - Paz PisarskiResources:Community Collective Website: thecommunitycollective.co
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Episode Summary:
In this insightful episode of Earning Ears, Adam Spencer sits down with Will Richards and Gemma Clancy, the force behind "Overnight Success." This conversation dives deep into the nuts and bolts of building a dedicated audience in the competitive startup ecosystem. The episode begins with a nod to the consistency required in producing content that resonates with and retains subscribers.
Will and Gemma unpack the foundation of their newsletter's growth, emphasizing the importance of producing high-quality, curated content tailored to their diverse audience's evolving needs. With an ambitious goal for significant expansion by 2024, the pair share valuable strategies for reaching audiences on LinkedIn, maintaining high engagement, and leveraging key growth metrics.
About the Guest(s):Gemma Clancy and Will Richards are co-founders of Overnight Success.
Gemma is also co-founder and Head of Marketing at Stella Startups, a marketing service purpose-built to help early-stage startups develop their marketing foundations and build strong, sustainable brands from day one. Gemma’s professional background includes supporting brand storytelling with a climate tech startup, TEDxMelbourne as well as working at creative agencies supporting enterprise, NFPs and gov agencies.
Will is also head of investments at the Regional Angel Investor Network and recently launched Startup Speakers, a speaking bureau representing startup leaders with a mission to get more diverse voices talking about entrepreneurship. Will’s professional background intersects finance and startups, bringing a unique perspective to the Australian startup ecosystem.
Key Takeaways:Consistency and Quality are Key: Repeatedly producing high-value content is a cornerstone in maintaining subscriber engagement and preventing unsubscribes.Leveraging Audiences: Successfully piggybacking off other people's audiences through content-sharing can substantially boost growth.Adapting Content for a Growing Base: As the subscriber base becomes more diverse, adding context to content is crucial, ensuring it remains accessible to new readers without alienating early adopters.Partnerships and Sponsorships: Building deep relationships with aligned sponsors is vital for growth and enabling investments in team expansion.Future Aspirations: Plans for expanding content offerings, including leveraging a network of guest writers and the development of new database products tailored to startups.Notable Quotes:"I think the main thing that's been... impressing me, that's got my attention so much, is the initiative Grapevine." - Gemma Clancy."If we continue to add value, they'll stay an engaged subscriber, and then we can just keep growing the pie." - Will Richards."Sometimes if you just don't nudge people to do it, they just don't even think of it." - Gemma Clancy, on the importance of having a call to action for subscription."I think Gem and I really counterbalance each other super well." - Will Richards, on the co-founder relationship."We just want to grow our base of subscribers. And our goal this year is to reach 10,000 subscribers." - Gemma Clancy, on future growth plans for Overnight Success.Resources:Will RichardsGemma Clancy"Overnight Success" NewsletterStartmate Media Fellowship"First Cheque" PodcastTune in to the full episode to delve deeper into the art of audience building with Will Richards and Gemma Clancy. Stay tuned for more enriching episodes from Earning Ears that drive the spirit of innovation and engagement in the digital landscape.
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Episode Summary:
In this engaging episode of "Earning Ears," host Adam Spencer talks with Yaniv Bernstein, a seasoned professional with deep roots in the tech industry and startup ecosystem. Yaniv delves into the importance of living an exciting life as the bedrock for generating compelling content, bridging his extensive experience to provide listeners with a unique understanding of Silicon Valley-style entrepreneurship. Drawing from his roles at Google and Airtasker and insights from his podcast journey, Yaniv imparts valuable knowledge on growing an audience and the political energy landscape.
Yaniv emphasizes the significance of podcasting as a medium for its intimate approach to audience building, where the power of conversation and consistency reign supreme. He shares his journey from impulsively launching a podcast to developing it into a business with substantial branding and a tight-knit community of listeners. Adam and Yaniv discuss topics ranging from the nuances of content creation to creatively leveraging platforms like YouTube for podcast promotion. They also explore the intricacies of branding, discuss the challenges of podcast discoverability, and reveal insights into starting and maintaining a successful podcast.
About the Guest(s):
Yaniv Bernstein boasts a multifaceted career, from software engineering manager at Google to chief operating officer of Airtasker. As an angel investor and founder of Circular, a tech subscription service, Yaniv brings a wealth of experience and expertise. His insightful perspectives are shared as the co-host of the Startup podcast, a resource exploring the mindset and methods driving Silicon Valley-style innovation. With over 100,000 downloads, the podcast stands as a testament to his audience-building acumen.
Key Takeaways:
Vital Experience Over Hacks: Yaniv underscores the necessity of having authentic experiences to discuss, suggesting that content creators thrive best when they can draw from a rich personal and professional background.Podcast Persistence: The conversation highlights the commitment required to grow a podcast audience gradually. Podcasts demand consistency and engagement to retain listeners.Conversational Dynamo: The Startup podcast's unique conversational format fosters a more personal connection with the audience, reinforcing the potency of dialogue in Podcasting.YouTube as a Catalyst: Yaniv outlines YouTube's potential as a growth channel for podcasts, thanks to its algorithmic reach and ability to attract new listeners through diverse content forms like shorts and full episodes.Sophistication in Simplicity: Quick-start tools like Riverside FM, Descript, and Spotify for Podcasters provide the fundamental capabilities for anyone aspiring to launch a podcast without overwhelming investment or complexity.Notable Quotes:
"If you want to produce good content, live an interesting life.""Make sure you have something to talk about. Be a doer, right? Do things.""It's a big commitment to listen to a new show... You have to earn each one.""Most podcasts never even make it to ten episodes because it's more work than you think, and you kind of give up on it.""Podcasting... it's a grind. Like most content, especially podcasts, which are interesting mediums."Resources:
The episode showcases Yaniv Bernstein's Startup podcast, which can be accessed for a deeper dive into the mindset behind venture-backed startups. Listeners can connect with Yaniv and follow his insights, particularly through LinkedIn, where he actively shares content. The podcast discussed in this conversation can be found at TSP Show.
Tune into the full episode for an in-depth journey through the challenges and revelations of building an audience for your podcast with Yaniv Bernstein. Keep an ear out for future episodes of "Earning Ears" for more insights from the frontiers of content creation and audience engagement.
Support this podcast at — https://redcircle.com/earning-ears-fm/donations
