I'm sick of the word 'Podcast'. This might surprise you. Let me explain. Businesses are getting wise to something. Creating video content with their prospects, SME, and Executives is an amazing way to accomplish several things at once: Creating thought leadership to share to the world Being seen in more places (aka visibility) Brand awareness Speed to market in content creation So what's hindering them? The word "podcast." What businesses are creating today are not podcasts. They are simply...
about 1 month ago • 3 min read
AI made it easy to flood the feed with content that says nothing. The marketers standing out are putting real people on camera instead. Rocio and I sat down with Heike Young on The Business of Marketing to talk about employee generated content (EGC), and how to build a program that doesn't fall apart after the first month. Heike led content at Salesforce and Microsoft, then stepped out on her own as a consultant, so she has seen EGC work from both sides. If your team is trying to get its own...
about 2 months ago • 3 min read
Every marketer I talk to has the same quiet worry: how much of my job survives AI? I put that question to Dale Bertrand on the latest Business of Marketing podcast interview. Dale was engineering in the AI space before any of us were saying the word "AI", and he now runs an agency built on it. His answer became the title of the episode. The short version: AI amplifies expertise. Bring real skill, and it multiplies what you have. The marketers at risk are the ones who never built expertise...
about 2 months ago • 3 min read
There's a question I hear from companies starting a podcast that tells me, almost on the spot, whether the thing is going to work. "What are the benchmarks for a successful podcast?" It sounds smart. But it's the wrong question, and here's why. Almost all of the podcast advice floating around comes from people chasing downloads and fame so they can sell ads and sponsorships. That's a media business. It has nothing to do with your business. When you measure your show against numbers built for...
about 2 months ago • 2 min read
Thousands will be sent this email today, but only a few will read it. That's a hard truth in business.As a marketer, I have learned which measurement metrics to ignore. Most of them.Which is contrary to what most people will tell you. Measurement is good, but the software tools we measure by won't give us numbers that mean anything. The only thing that's important is that something in this email proves valuable to you today, and that's all that matters.It doesn't matter if my open rate goes...
3 months ago • 3 min read
On more than one occasion, I have had clients tell me how elated they were when a prospect mentioned they had been consuming their content for months before ever reaching out. In one case, the prospect had been listening to the client’s podcast. In another, the prospect had been watching the client’s YouTube videos. I have seen the same thing inside my own company. A client we thought had gone cold months earlier came back and told us we had earned their trust through the content we kept...
4 months ago • 1 min read
You've heard the question before. "What revenue did this content drive?" And you know the real answer is complicated. Content doesn't work in a straight line. It builds trust before buyers ever fill out a form. It creates familiarity through repeated exposure. It gives your Sales team credibility before they pick up the phone. But that's hard to put on a slide. I built a framework called TRACE to solve this exact problem. It's designed to help you communicate the connection between content...
4 months ago • 1 min read
Here's a pattern I keep seeing. Marketing teams celebrate engagement numbers while their Sales teams struggle to close. The dashboards look good. The pipeline doesn't. The gap is that they have not taken the time to build authority. Engagement tells you someone noticed your content. Authority tells you they trust the source. Those are two very different things, and only one of them helps close deals. I built a framework called VOICE to address this. It stands for Viewpoint, Ownership,...
5 months ago • 1 min read
I've been getting so much positive feedback on recent content that I've missed sending it to you in this email. So, Here’s a quick roundup of a few resources I published that can help you get more value from the content you already have. This is meant to be useful. You can skim, click what’s relevant, and save the rest for later. How to Fix Content Marketing That Doesn't Drive Results This video is built around my SAUCE Framework. It’s for teams that publish consistently and still struggle to...
6 months ago • 2 min read