B2B Content Marketing: The Content Callout Podcast
Mark Raffan
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The team from Content Callout talking with the industry’s top marketers about marketing strategy, tactics, social media, content, tips and tricks, and more.
Available episodes
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Aug 9, 2022
Everything is Content According to Camille Trent, Ep #103
According to Camille Trent—The Head of Content at Dooly—everything is content. And content generation is easy but can be difficult if you don’t do it well. In this episode of The Content Callout, we cover what Camille’s mantra means, talk about method marketing, and discuss how to leverage communities to make better content. Check it out! Outline of This Episode
* [0:58] Camille’s rapid-fire tips
* [1:50] Everything is content
* [3:58] How to cultivate curiosity and apply it
* [8:44] Applying method acting to marketing
* [13:17] How to choose content that reflects your customer’s life
* [15:51] Learning from communities and conversations Resources & People Mentioned
* “Everything is Copy” documentary
* Thursday Night Sales
* 30 Minutes to President’s Club
* How Did This Get Made?
* Procurement Foundry Connect with Camille Trent0m
* Connect on LinkedIn
* Follow on Twitter
* Dooly Connect with The Content Callout
* https://www.contentcallout.com/
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Aug 2, 2022
Don’t Neglect the Discovery Phase as a New B2B Marketer with Marissa Homère, Ep #102
When you’re taking on a role at a new company, it can be easy to dive right in and put your nose to the grindstone. But like you invest in a discovery phase with new customers, you shouldn’t neglect the discovery phase in your new role.
Marissa Homère is the VP of Marketing at Irwin, an investor relations and capital market software company based in Toronto. In this episode of The Content Callout, we’ll talk about building, scaling, and leading a B2B marketing team. Outline of This Episode
* [0:58] Learn more about Marissa Homère
* [3:00] Learn more about Irwin’s tool
* [5:18] Marissa’s rapid-fire tips for marketers
* [8:23] Why you need to focus on discovery
* [12:54] How to make marketing a revenue center
* [18:03] Emotional intelligence and empathetic leadership
* [21:05] The work-from-home era is changing the workforce
* [23:19] Marissa’s experience taking a lead role at Irwin
* [24:51] How to structure a team to scale your business
* [30:09] Does a gated white paper generate leads?
* [33:42] Your ideal customer profile is just a building block
* [36:45] Best practices aren’t best practices for everyone Resources & People Mentioned
* The Modern Marketing Certificate Connect with Marissa Homère
* Irwin
* Connect on LinkedIn Connect with The Content Callout
* https://www.contentcallout.com/
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Jul 26, 2022
How to Use Psychology to Improve Content Quality with Camela Thompson, Ep #101
Camela Thompson is the VP of Marketing at CaliberMind. She’s spent 15 years in revenue operations before proving herself as a customer-first growth marketer. She’s passionate about helping ops professionals accelerate their careers. In this episode of The Content Callout, we had a great conversation about using data to improve your content strategy and how to use psychology to improve content quality. Don’t miss it! Outline of This Episode
* [1:11] Camela’s 3 rapid-fire tips for listeners
* [1:43] Using data to improve content strategy
* [5:08] Forget “features”—get to the pain point
* [8:30] How to use psychology to improve content quality
* [11:15] The idea of nonviolent communication
* [13:13] Learn about Camela’s Revenue Marketing Report Podcast
* [14:06] The importance of a social presence online Resources & People Mentioned
* Nonviolent Communication by Marshall Rosenberg, PhD
* Clearbit (A data activation platform)
* BigQuery
* Corporate Bro's Website and Instagram Connect with Camela Thompson
* The Revenue Marketing Report Podcast
* Connect on LinkedIn
* Hello@CaliberMind.com Connect with The Content Callout
* https://www.contentcallout.com/
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Jul 19, 2022
Celebrating Episode 100 of The Content Callout, Ep #100
With The Content Callout, we seek to educate and entertain marketing professionals with innovative advice about content marketing. We want you to get the information you need from the experts. But it hasn’t always been smooth sailing. In this special edition of The Content Callout, we will reflect on some of our favorite episodes. You’ll get an inside look at behind-the-scenes flops and our favorite moments. You’ll even hear a fun conversation about social media and brand evangelism. Outline of This Episode
* [1:00] Celebrating 100 episodes of The Content Callout
* [2:13] Reminiscing on our first live event
* [4:02] Our favorite rapid-fire tips from 100 episodes
* [8:46] A conversation on social media
* [12:02] Impactful episodes and moments
* [15:52] Why you need brand evangelists Resources & People Mentioned
* SkipTheDishes
* Neo Financial Connect with The Content Callout
* https://www.contentcallout.com/
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Jul 12, 2022
Leverage this 3-Step B2B Link-Building Strategy with Farzad Rashidi, Ep #99
Anyone in the SEO and content marketing world knows link building is one of the hardest things to master. The sheer number of links you need to get to rank in the top 10 is overwhelming, especially for small content shops. So what’s the solution? Farzad Rashidi shares a three-step B2B link-building strategy in this episode of The Content Callout. It’s not easy, but if done correctly, it can get astounding results for your business.
Farzad Rashidi is the Lead Innovator at Respona, a company that helps marketers build backlinks to their content. Respona is an all-in-one link-building and content promotion software that allows content marketers to promote their content and build quality backlinks from relevant authoritative publications in their space. Outline of This Episode
* [0:54] Learn more about Farzad Rashidi and Respona
* [2:28] Farzad’s three rapid-fire tips for marketers
* [7:48] How and where to promote your content
* [11:38] Farzad’s 3 step process to get backlinks
* [23:12] Why competition is a good thing
* [27:17] How to calculate how many people to reach out to
* [28:34] Create a template for your outreach as a starting point
* [34:07] Remember the importance of user experience
* [36:31] How to connect with Farzad and learn more about Respona Resources & People Mentioned
* Respona Strategy Hub
* Visme Marketing playbook Connect with Farzad Rashidi
* Respona
* Connect on LinkedIn
* Follow on Twitter Connect with The Content Callout
* https://www.contentcallout.com/
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Jul 5, 2022
3 Steps to Achieve Sales and Marketing Alignment with Darryl Praill, Ep #98
Is sales and marketing alignment necessary? Should marketing own the SDR function? Why are most marketers afraid to be corporate evangelists? Darryl Praill—the CMO at Agorapulse, the industry’s leading social media management platform—has some strong opinions about this topic. Specifically, he firmly believes that sales and marketing must align. How do you achieve that? We dive into it all in this episode of The Content Callout. Outline of This Episode
* [1:33] Darryl’s rapid-fire tips for marketers
* [1:50] Sales and marketing alignment is more than a sound bite
* [9:55] Should the SDR function be part of marketing?
* [16:25] The problem is that messaging isn’t consistent
* [18:31] Why are people afraid to be brand evangelists?
* [26:10] The best way to connect with Darryl Connect with Darryl Praill
* Connect with Darryl on LinkedIn
* Agorapulse Connect with The Content Callout
* https://www.contentcallout.com/
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Jun 28, 2022
Is B2B Growth Hacking Over-Hyped? Sandro Meyer Weighs In, Ep #97
Is growth hacking in the B2B space achievable? Or is it an overused phrase that does little good to anyone? Is the growth hacking mindset helpful or harmful to a company’s growth? Sandro Meyer—the co-founder of GrowthBay, a growth marketing agency based in Zurich—shares what might be a better alternative to growth hacking in this episode of The Content Callout. Outline of This Episode
* [1:07] Learn more about Sandro Meyer
* [2:39] Sandro’s rapid-fire marketing tips
* [5:56] Split your funnel into audience and prospects
* [13:50] Why Sandro emphasizes co-marketing
* [19:30] Content distribution is like a trade magazine
* [23:00] Growth hacking shouldn’t be prioritized
* [26:05] How to handle clients who expect immediate growth
* [30:46] Every marketer has a different path to follow
* [33:37] How to connect with Sandro Meyer Connect with Sandro Meyer
* GrowthBay
* Sign up for Sandro’s newsletter
* The Growth Leadership Show Connect with The Content Callout
* https://www.contentcallout.com/
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Jun 21, 2022
The Importance of B2B Market Research with Christian Klepp, Ep #96
Market research in the B2B space is often overlooked or, at best, done poorly. But speaking to your customer is the best way to direct every step of marketing and sales. Market research helps you move beyond assumptions and create a marketing strategy that will be effective. Christian Klepp shares how to do just that in this episode of The Content Callout.
Christian Klepp is the Co-Founder/Director of Client Engagement at EINBLICK Consulting, a Toronto-based B2B Tech SaaS and services marketing company. He also hosts B2B Marketers on a Mission.
Outline of This Episode
* [0:58] Christian’s 3 rapid-fire marketing tips
* [1:32] Why you should niche down—and how
* [5:41] The importance of B2B market research
* [9:24] Go-to questions for customer conversations
* [12:22] Don’t neglect secondary research
* [14:53] How to lead with authority and expert positioning
* [23:39] Don’t be afraid to take a stand within your industry
* [26:28] How to build a personal brand to make an impact
* [32:50] Where to reach out to Christian to have a conversation
Resources & People Mentioned
* The B2B Buying Journey
* Building a StoryBrand by Donald Miller Connect with Christan Klepp
* EINBLICK
* B2B Marketers on a Mission
* Connect on LinkedIn Connect with The Content Callout
* https://www.contentcallout.com/
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Jun 14, 2022
Building a B2B Marketing Foundation with Fractional CMO Mark Evans, Ep #95
Mark Evans is a Fractional CMO for B2B SaaS companies. He helps companies assess their business, identify opportunities and gaps, and create a solid B2B marketing foundation, so the business is marketing to the right people in the right channels at the right time.
He starts by determining where your company fits in the competitive landscape. Then he helps you decide where to position yourself to share what you do, who you serve, why it matters, and how you’re unique in the marketplace. He’ll help you decide where to tell your story, how to tell it, and how to build content so you can tell your story where it matters.
In this episode of The Content Callout, Mark explains how he helps B2B brands build a solid marketing foundation as a Fractional CMO. Don’t miss it!
Outline of This Episode
* [1:25] What is a fractional CMO?
* [3:23] Marks 3 rapid-fire marketing tips
* [4:53] Talk to your customers regularly
* [9:48] Why you should only use a few marketing channels
* [13:57] How to choose the right marketing channels
* [17:17] Mark’s 4 C’s of LinkedIn
* [19:29] A conversation about the LinkedIn algorithm
* [22:28] Mark’s preferred content creation strategy
* [26:36] Bonus tip: You need to start a podcast
* [28:13] How companies can leverage content-driven marketing
* [31:35] Where you should start building your marketing foundation
* [34:28] The #1 thing marketers are doing that’s preventing success
* [35:47] How to connect with Mark Evans Resources & People Mentioned
* Ross Simmonds Connect with Mark Evans
* The Marketing Spark Podcast
* Connect on LinkedIn
* Follow on Twitter
* Read on Medium Connect with The Content Callout
* https://www.contentcallout.com/
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Jun 7, 2022
Content Marketing for Private Equity Firms with Jack Vawdrey, Ep #94
In his first internship as a content writer for a VC-based SaaS company, Jack Vawdrey fell in love with the craft. Jack now works as the Director of Content Marketing at Vista Point Advisors and as an independent consultant for private equity investors. He helps his clients use content to differentiate their firms. But how should content be different in the private equity firms and venture capitalist space? Jack shares some solid tips in this episode of The Content Callout. Outline of This Episode
* [1:06] Jack’s three rapid-fire actionable tips
* [2:18] Automate to remove excess tasks from your plate
* [3:43] How is content marketing for private equity firms different?
* [5:43] Balancing promotion versus production
* [8:42] Jack’s favorite promotion tactics
* [12:50] Using content throughout the customer journey
* [17:01] How to connect with Jack Vawdrey Resources & People Mentioned
* Zapier
* Andy Crestodina Connect with Jack Vawdrey
* Jack’s website
* Connect on LinkedIn Connect with The Content Callout
* https://www.contentcallout.com/
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May 31, 2022
3 Tips B2B Marketers Can Use to Boost their Self-Confidence with Andrea TheoJohn, Ep #93
Whether you’re new to B2B marketing or are transitioning out of a corporate role and starting your own business, confidence in your position isn’t always a given. While it’s natural to question your abilities, you are where you are for a reason. You’re qualified for the role you’re in—so how do you claim that self-confidence? Andrea TheoJohn shares why valuing what you have to offer is so important—and how to boost your self-confidence. She shares three unique ways to remember your value in this episode of The Content Callout.
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May 24, 2022
Navigating Change in B2B Marketing with Julia Goebel, Ep #92
Navigating changes in B2B marketing—and life in general—has been a heavily discussed topic in recent years. The COVID-19 pandemic changed life as we know it and propelled us forward in numerous ways. As a marketing leader, Julia Goebel is a pro at navigating change. In this episode of The Content Callout, we have a conversation about how marketing leaders can help their teams navigate change in the B2B marketing realm. Outline of This Episode
* [1:14] Julia’s rapid-fire marketing tips
* [2:30] Navigating change in the B2B marketing world
* [5:00] How to make change manageable
* [8:01] The more you struggle, the faster you sink
* [9:48] How to lead a team that’s being acquired
* [14:14] The biggest mistakes that leaders make
* [18:20] How to plan your day the night before
* [20:08] How to connect with Julia Goebel Resources & People Mentioned
* Managing Transitions by William Bridges Connect with Julia Goebel
* Connect with Julia on LinkedIn
* Follow…
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May 17, 2022
David Ellis’s 4 Levers of B2B SEO, Ep #91
SEO is complicated. B2B SEO is inherently more frustrating. The world of SEO is a constantly changing landscape that’s difficult to navigate yet critical to helping your website rank on search engines. In this episode of The Content Callout, David Ellis—the founder of Teranga Digital Marketing, a B2B SEO agency—shares how B2B brands can write quality content while integrating SEO. He helps simplify the process to make it understandable to anyone (a concept all B2B businesses need to embrace with their messaging). Don’t miss it! Outline of This Episode
* [1:53] Learn more about David Ellis
* [3:36] David’s rapid-fire marketing tips
* [6:50] How to provide quality content while integrating SEO
* [11:30] An SEO strategy for constantly changing content
* [13:54] B2B companies struggle to simplify their product/service
* [16:28] Master messaging (and ditch jargon speak)
* [18:06] How marketing and sales can “play nice”
* [23:18] Why you need a clear understan…
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May 10, 2022
All B2B’s Need a Space for Their Owned Audience [Vanessa Hartung] Ep #90
Why do you need an owned audience? Why do you need a dedicated space to engage with that audience? Vanessa Hartung shares that it’s time to ditch the “IKEA experience” and stop leading your audience on bunny trails. Give them what they want in a centralized place owned by your brand. How do you do that? Listen to this episode of The Content Callout for the details. Outline of This Episode
* [0:48] Three rapid-fire actionable tips
* [2:27] Ditch the IKEA experience
* [4:32] How to build your owned audience base
* [7:34] Why you need diversity of perspectives
* [11:34] Ensure authenticity by knowing your product
* [16:23] Make content interactive and engaging
* [17:10] The application of Web 3.0 in B2B
* [20:43] How to connect with Vanessa Hartung Resources & People Mentioned
* Ceros
* Kate Bradley Chernis Connect with Vanessa Hartung
* Connect on LinkedIn Connect with The Content Callout
* https://www.contentcallout.com/
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May 3, 2022
Why Marketing to Existing Customers is Key in B2B with Derek Hovinga, Ep #89
What happens after the ink runs dry on the contract? Businesses stop marketing to existing customers. They stop providing tools to succeed with the product or service they initially bought into. When marketers do this, they’re leaving money on the table.
Derek Hovinga believes that a huge part of growth marketing is increasing retention among current customers. It increases revenue and new customer acquisition. Happy customers are your best advocates. That’s why you can’t forget to market to existing customers. Derek shares why marketing to existing customers is so important in this episode of The Content Callout. Outline of This Episode
* [1:48] Tip #1: Don’t ghost your customers after a sale
* [8:21] Tip #2: Customer marketing is the easiest way to get more customers
* [12:09] Tip #3: There’s nothing better than a referral (except, maybe, pizza…)
* [17:35] What your funnel should look like to market to customers
* [19:38] How to market to customers that you…
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Apr 26, 2022
Why Branding on LinkedIn is Powerful For B2B Marketers with Steve Watt, Ep #88
Authentic personal connection is THE future of sales and marketing. It allows anyone to become a magnet for business-building opportunities of all kinds. Yet most people and companies are missing out on branding on LinkedIn. But if you enable and empower your team to show up and speak up on LinkedIn, you can do a world of good for your organization. Steve Watt shares why allowing your organization to become thought leaders is vital in this episode of The Content Callout. Outline of This Episode
* [1:15] Steve’s Rapid-fire tips
* [6:19] Why your brand lives at the edge
* [11:26] 3 things that hold companies back
* [16:07] Why LinkedIn has changed substantially
* [18:57] The importance of entertainment on LinkedIn
* [29:20] How to connect with Steve Watt Resources & People Mentioned
* Seismic Connect with Steve Watt
* Connect with Steve on LinkedIn
* Follow Steve on Twitter Connect with The Content Callout
* https://www.contentcallout.com/
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Apr 19, 2022
The Importance of Mindful Leadership in B2B with Angela Cope, Ep #87
According to Angela Cope, mindful leadership in the B2B marketing space needs to become common practice. Angela is the Director of Demand Generation at Softchoice and has over 10 years of experience in B2B tech. Mindfulness practices allow you to grow as a leader and help your team thrive. In this episode of The Content Callout, we discuss what mindfulness is, how to implement mindfulness practices, and Angela’s 5 grounding principles of marketing. Outline of This Episode
* [1:30] Learn more about Angela Cope
* [3:10] Top three rapid-fire marketing tips
* [8:33] Embrace a mindfulness practice
* [11:15] Learn, grow, teach
* [15:10] The definition of mindfulness
* [18:22] How to manage your ego
* [24:40] Developing a team during Covid
* [27:33] Angela’s 5 grounding principles of marketing
* [33:10] Don’t let your ego get in the way
* [35:38] How to connect with Angela Cope Connect with Angela Cope
* Softchoice
* Connect on LinkedIn Connect with The Conte…
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Apr 12, 2022
Why the Relationship Between Sales and Marketing is Paramount with Khadijah Plummer, Ep #86
Khadijah Plummer wholeheartedly believes that marketers need to develop strong working partnerships with sales teams. As a former Business Development Rep, she understands the roles of a marketer and salesperson inside and out. In today's episode of The Content Callout, we talk about improving the relationship between sales and marketing, who to develop relationships with, and how a sales lens can make your marketing content more impactful. Outline of This Episode
* [1:33] Khadijah’s three rapid-fire actionable tips
* [2:44] How to interview for a marketing position
* [4:47] How to improve the relationship between sales and marketing
* [7:22] You’re in a new marketing role: Who do you get to know?
* [10:06] Why develop relationships with product managers
* [11:23] How a sales role helped Khadija in marketing
* [14:44] Khadijah’s favorites in the content marketing space
* [19:44] Learn more about Khadijah and her podcast Resources & People Mentioned
* Chris W…
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Apr 5, 2022
How to Foster an Inclusive Culture as a Marketing Leader with Joseph Taiano, Ep #85
As a marketing leader, fostering an inclusive culture in your organization is key to successful marketing. It’s not just about including different genders, ethnicities, orientations, etc. but also cultivating diversity of thought and opinion. Joseph Taiano believes that you’ll be able to use those different perspectives to strengthen your marketing message. As the Managing Director and Global Head of Marketing for Consumer and Manufacturing Industries at Accenture, Joseph lends an innovative and creative approach to marketing. And with over 20 years in B2B marketing, he has the experience to back up every word he says in this episode of The Content Callout. Don’t miss it! Outline of This Episode
* [1:35] Learn more about Joseph Taiano
* [2:43] Joseph’s top 3 tips for marketers
* [8:47] Inclusion and diversity in marketing
* [15:07] Ways to become more inclusive
* [16:48] Environmental, Social, and Governance in marketing
* [21:04] Joseph’s favorite resources for…
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Mar 29, 2022
How to Infuse Digital Content with Personality According to Travis Tyler, Ep #84
Travis Tyler is THE Digital Content Producer at PandaDoc. He produces scroll-stopping digital content for technology companies—both funny and educational—and kills it on LinkedIn. He creates compelling videos that are whimsical, funny, and effective. He’s not afraid to infuse his content with his personality. It’s a winning formula for Travis. He shares how you can embrace this fearless mentality in this episode of The Content Callout. Outline of This Episode
* [1:08] Travis shares three-rapid fire actionable tips
* [2:53] Why marketing departments need an in-house video production team
* [5:02] Why so many marketers are afraid of diving into video
* [6:27] How improv can change the way you create digital content
* [7:28] Why you should flavor marketing campaigns with your personality
* [13:24] Combining creative community-building video with demand gen
* [16:57] Marketing is a reflection of company culture
* [18:30] Learn more about the customer engagement la…
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Mar 22, 2022
Understanding The Value of a Slack Community with Michael Cadieux and David Feinman, Ep #83
Online Geniuses is THE largest Slack community for marketers. They have over 38,000 members from 100 countries. It consists of an army of marketers—CMOs, Digital Marketing Directors, Owners of Agencies—from around the world engaging in one centralized slack channel. You have the knowledge base of the world’s marketers at your fingertips. Online communities are the future of networking.
How can your brand leverage slack communities? How can you personally benefit from a Slack community? Michael Cadieux and David Feinman share the immense benefits in this episode of The Content Callout. Outline of This Episode
* [1:52] Learn more about Online Geniuses and Procurement Foundry
* [4:45] Mike’s rapid-fire tips for marketers
* [9:09] David’s rapid-fire tips for marketers
* [13:23] Community building takes a community
* [15:38] Who is the Online Geniuses Slack community built for?
* [16:20] How to network the right way in online communities
* [18:12] What you can expe…
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Mar 15, 2022
How to Leverage User-Generated Content with Mark Kilens, Ep #82
How do you leverage user-generated content to scale your content quickly? Mark Kilens founded HubSpot Academy, the #1 source of inbound marketing education. Since then, he joined Drift and grew their Insider community to over 50,000 members. One of the ways he scaled these communities—and therefore their brands—was through user-generated content. He shares how you can enable your communities to create content in this episode of The Content Callout. Outline of This Episode
* [2:02] Why Mark created Hubspot academy
* [6:10] How to create massive amounts of content
* [8:11] Partner with your customers to market your brand
* [11:05] Learn more about Drift Insider
* [14:55] Content needs to be integrated across verticals
* [20:56] How to connect with Mark Kilens Resources & People Mentioned
* Get 50% Drift’s event on March 16th Flash Miami 2022 using code: MARKKILENS50
* The Community Sense podcast Connect with Mark Kilens
* Drift Insider
* Connect on LinkedIn…
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Mar 8, 2022
Master Email Campaigns with Kelsey Johnson’s 3 Simple Tips, Ep #81
How do you make your email campaigns successful? How do you get your list to open your emails? Is there some secret strategy you need to embrace? Kelsey Johnson—the Product Marketing Manager at AWeber— helps entrepreneurs make more sales in less time through automation, effective subject lines, and email copy. In this episode of The Content Callout, Kelsey shares three things you can implement immediately to create email campaigns that perform. Outline of This Episode
* [1:00] Learn more about Kelsey Johnson
* [2:25] Kelsey’s rapid-fire tips for marketers
* [5:46] Tip #1: Simplify your language—write fewer words
* [12:13] Tip #2: A conversation on social proof
* [16:48] Tip #3: AB test your copy
* [22:47] Successful email campaigns in B2B
* [30:05] What makes email campaigns effective?
* [33:30] How to properly structure a welcome email
* [35:05] Automated functions you should use
* [38:00] How to overcome writer’s block
* [39:25] Where to connect with…
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Mar 1, 2022
How to Excel as a Marketing Leader with Peter Mahoney, Ep #80
What does it take to excel as a marketing leader? How do you build and manage a strategic marketing plan? Do you know if you’re properly calculating ROI? Peter Mahoney—the CEO and Founder of Plannuh—shares his perspective in this episode of The Content Callout. Don’t miss his unique insight into the world of marketing leadership. Outline of This Episode
* [1:02] Peter’s three rapid-fire tips for marketing leaders
* [3:05] What it takes to become a good marketing leader
* [5:55] Why coaching is an important investment
* [6:55] The value of the Fractional CMO movement
* [8:45] Creating a strategic marketing plan
* [13:49] Calculating the ROI associated with marketing
* [19:28] Learn more about Peter’s book Resources & People Mentioned
* Peter’s book: The Next CMO: A Guide to Operational Marketing Excellence
* Peter’s podcast: The Next CMO Podcast
* The Next CMO community Connect with Peter Mahoney
* Plannuh
* Connect on LinkedIn Connect wit…
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Feb 22, 2022
Creative Strategies to Source and Optimize Content with Justin Schmidt, Ep #79
B2B brands are worried their content is too boring, so they often focus on making it pretty. Justin Schmidt—the VP of Marketing at Capacity, a B2B SaaS platform—believes that’s the wrong move. In this episode of The Content Callout, Justin shares some unique ways you can source interesting and valuable content and how you can get it to rank so looking pretty doesn’t matter. Outline of This Episode
* [0:56] Justin’s background in marketing + leadership
* [5:50] Tip #1: Pretty doesn’t always equal good content
* [10:19] Tip #2: Everyone should keep a swipe file
* [12:36] Tip #3: Join the same communities as your customers
* [17:50] Off-the-beaten-path places to source content
* [21:42] How creative ideas fit into content strategies
* [26:10] Where content fits in the funnel
* [31:06] How to create content clusters that rank
* [35:24] Justin’s favorite piece of content
* [38:22] How to connect with Justin Schmidt Resources & People Mentioned
* Dan.F…
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Feb 15, 2022
Dani Hao: Why the B2B Space Should Use Influencers, Ep #78
When you think about influencer marketing, the B2B space probably doesn’t come to mind. Most B2B marketers wouldn’t consider using an influencer in their campaigns. Dani Hao points out that just because you’re in the B2B space doesn’t mean you’re selling to businesses. You’re selling to people within a business. People that have names, personalities, and interests.
That’s why Dani firmly believes that avoiding using influencers as part of your marketing strategy is a mistake. In this episode of The Content Callout Podcast, she shares why B2B brands should collaborate with influencers and lays out some best practices.
Dani is a startup marketing coach, speaker, and B2B marketing podcaster, whose mission is to help brands build authenticity and trust through content and community. Outline of This Episode
* [1:18] Dani’s three rapid-fire tactics
* [2:46] How influencers can be used in B2B
* [7:46] How to build an influencer strategy
* [10:24] Content doesn’t…
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Feb 8, 2022
Interactive Content = Marketing of the Future [Saksham Sharda] Ep #77
Will interactive content be the marketing of the future? Interactive content is changing marketing. As more and more content floods communication channels, organizations need to find a way to stand out with their marketing messages. Interactive content is one way to do this, but historically it has been difficult and expensive to create.
Outgrow Is a content platform where users can create interactive content without needing to code. How can interactive content benefit B2B marketers? Creative Director and CIO Saksham Sharda shares how you can embrace the trends and remain agile with your marketing in this episode of The Content Callout! Outline of This Episode
* [1:07] Learn more about Saksham Sharda
* [3:03] Rapidfire tips for marketers
* [4:48] Don’t treat the market too seriously
* [9:55] How to get good with a no-code tool
* [12:07] What tools are your competitors using?
* [18:20] Will interactive tools be a necessity?
* [20:46] Overcoming choice paralysis
* [29…
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Feb 1, 2022
Mark Colgan’s 3 Genius Marketing Strategies, Ep #76
Mark Colgan is an entrepreneur responsible for increasing revenue across a portfolio of companies. He has 13+ years of experience in B2B sales, marketing, and recruitment. In this episode of Content Callout, he shares three genius strategies you can use to multiply the effectiveness of your marketing efforts. Outline of This Episode
* [2:28] Tip #1: Speak with your customers regularly
* [4:23] Tip #2: Invest in outbound marketing
* [8:38] Leveraging podcasts as a messaging tool
* [13:23] How to attribute sales to a podcast
* [17:23] Tip #3: Leverage job descriptions to provide valuable content
* [21:09] How to reach out to Mark Colgan Resources & People Mentioned
* ZoomInfo
* Lusha
* Gong Connect with Mark Colgan
* Speak On Podcasts
* Connect with Mark on LinkedIn Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CALLOUT on
Apple Podcasts, Spotify, Google Podcasts
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Jan 25, 2022
Successfully Marketing for Your Sales Team with Pam Didner, Ep #75
Pam notes that sales and marketing think and approach the same objectives very differently from the get-go. Sales and marketing teams have the same business and revenue objectives, but they usually differ in their approach. Salespeople say “accounts, “ whereas marketers say “buyer personas.” Salespeople focus on the bottom of the funnel, and marketing focuses on the top. Salespeople are driven by short-term objectives (i.e., quotas they have to meet), but marketers focus on long-term objectives (such as building brand awareness).
But once you understand the differences, you can find commonalities and ways to work together. Can your teams do a joint initiative? Can marketing help build sales templates? Pam recommends that sales and marketing teams find one or two projects to work on together. Outline of This Episode
* [2:26] How to get to know your customer deeply
* [6:22] The number of “you” should be more than “we”
* [11:18] Understand your company’s martech…
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Jan 18, 2022
How to Create Google-Optimized Content with Ryo Chiba, Ep #74
Among startup founders, Ryo Chiba’s story is unique. He wasn’t a prodigy, nor did he develop a world-changing technology in his garage. His first coding class was in college, and he found himself working on technical and creative challenges. Over time, his work grew to become a marketing technology app called TINT. The company grew to 40 full-time employees, millions in annual revenue, and 1000+ customers in 172 countries. Ryo’s expertise is in understanding Google, how traffic translates into website visits, and how to optimize content to attract Google’s attention (and therefore land high in search results). Now he’s working on a new project called TOPIC, which the Content Callout team has been experimenting with within our quest to find the best tools for our content creation efforts. Listen to learn what’s needed to write a great blog, how AI can help with content generation, and content creators’ common mistakes.
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Jan 11, 2022
90 Days To LinkedIn Marketing Success, with Sarah Scudder
Is LinkedIn a mystery to you? How does an everyday marketer win prospects and actually generate revenue for their company (yes, you heard that right - GENERATE REVENUE)? Our friend Sarah Scudder is back to help us understand how the marketing team of your firm can utilize LinkedIn to do more for the bottom line. Sarah’s current role is Chief Marketing Officer at SourceDay and she practices what she preaches when it comes to LinkedIn. On this episode, you’ll learn why strategic and consistent LinkedIn activity will be a significantly lower customer acquisition cost than paying a sales rep or BDR to drive inbound leads. And you’ll learn how you can use LinkedIn to produce the right content, get it in front of the right people, and be top-of-mind for others when it’s time to buy.
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Jan 4, 2022
The Best and Worst Moments of 2021, Ep #72
Marketing in 2021 took on a life of its own, with the response to the pandemic being all over the board. As a content development and production team, the Content Callout crew have quickly become marketing connoisseurs of a sort, noticing and learning from both the ridiculous and the incredibly innovative.
Kayla Graham and I (Mark Raffan) thought it would be a good idea to chat about the good, the cringy, and the super successful things we noticed marketers doing in 2021. You’ll hear us talk about strange things that happened, debacles and missed opportunities, encouraging trends we see in B2B marketing and messaging, and we riff a bit on the uses of NFTs, the new Meta platform, and more. We wrap up with each of us sharing our top 3 marketing lessons learned in 2021.
Outline of This Episode
* A quick summary of this “best and worst” moments episode [0:23]
* Strange things that happened in the marketing world during 2021[1:15]
* The Cinnamon Toast Crunch debacle and miss…
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Dec 7, 2021
Successfully Hiring for a B2B SaaS Startup with Jackie Hermes, Ep #70
Jackie Hermes is the Founder and CEO of Accelity, a Wisconsin-based agency that helps B2B SaaS startups get revenue and grow faster. She also hosts The Art of Entrepreneurship podcast and is a mentor to other professionals in the space.
Jackie was running a marketing department and implementing marketing automation at a large company. She saw an opportunity to work with startups that didn’t have access to the same resources large conglomerates did. So she started freelancing, and it turned into a business.
What did the process look like? What skills did she hire for? Find out what Jackie learned along the way in this episode of Content Callout!
Outline of This Episode
* [1:00] Learn more about Jackie Hermes + Accelity
* [6:31] Traditional education versus a hunger to learn
* [8:34] Jackie’s tips for engaging on LinkedIn
* [17:51] Tips for creating and building out a course
* [26:41] The symbiotic relationship between marketing and sales
* [32:58] Setting guardrails…
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Nov 30, 2021
Conquer Copywriting with Kate Bradley Chernis’s Unique Approach, Ep #69
Kate Bradley Chernis is the CEO and Co-Founder of LatelyAI, a content creation machine. Kate’s former life as a DJ gives her a unique perspective on copywriting. She loves lyrics and believes the way things sound trumps the rules. If it delivers results, who cares about the rules? Her Mantra? “It doesn’t matter what you say; it’s how you say it.” Listen to this episode of Content Callout to bask in her genius. Outline of This Episode
* [3:07] How Kate approaches copywriting
* [7:36] Kate’s process for capturing tone of voice
* [14:20] Can awful conversationalists be great writers?
* [19:12] The concept of “Vomit—then edit”
* [22:08] Kate’s workshop
* [24:24] Focus on finding better verbs
* [27:32] Connect with Kate online Resources & People Mentioned
* Dragon Naturally Speaking software
* Ann Handley’s Newsletter
* JLo’s That Limitless Glow Sheet Mask
* NPR’s Selected Shorts
* Steven Millhauser
* The Babysitter by Robert Coover…
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Nov 23, 2021
The Death of Third-Party Cookies with Ana Raynes, Ep #68
Cookies are everything. It’s how marketers have tracked data. So with the death of third-party cookies, what do marketing agencies do? If you based a large portion of your marketing on retargeting ads, this will be a significant change for you. In this episode of Content Callout, Ana Raynes—the owner of B2B agency Simplified Impact—shares the data you’ll have to start leveraging to see continued marketing success—without cookies. Outline of This Episode
* [1:39] Understanding the death of the cookie
* [4:07] Sorting personas into cohorts
* [7:38] How advertising will change
* [11:45] Navigating the changes in marketing
* [18:31] The resurgence of traditional marketing
* [24:11] Consider hiring a full-time copywriter
* [25:49] The role of AI in advertising
* [33:48] The role of YouTube in marketing strategy
* [36:03] Ana’s top three takeaways
* [39:42] How to connect with Ana Raynes Resources & People Mentioned
* Simon Data (CDP)
* Hubspot
* Kla…
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Nov 16, 2021
Christoph Trappe Shares How to Kickstart Your Content Journey, Ep #67
Christoph Trappe is a brilliant content marketer at the top of his game. He recently published a great book called “Content Performance Culture,” which I love. In this episode of Content Callout, we talk about the power of voice, podcasting, video, and how brands can take advantage of content and make a bigger impact than they are right now. Outline of This Episode
* [1:16] The biggest mistakes marketing professionals make with content
* [4:10] Where to start on your content journey
* [10:18] Is the podcast market becoming oversaturated?
* [13:47] What traits make for a good podcast host?
* [20:38] How AI impacts search results and content
* [24:15] Define your audience and what makes you unique
* [26:23] How to connect with Christoph and get his book Resources & People Mentioned
* Christoph’s book: Content Performance Culture Connect with Christoph Trappe
* Voxpopme
* Christoph’s blog: Authentic Storytelling
* The Business Storytelling podcast
* C…
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Nov 9, 2021
B2B Marketing for a High-Growth SaaS Startup with Emma Cimolini, Ep #66
Emma Cimolini is the Marketing Director at Routific, a B2B SaaS startup that does route planning for delivery businesses. Emma was in the event industry for a long time before moving to agency work. She ended up at Microsoft for a time but knew a big corporation wasn’t for her. She’s one of the elite few that loves the chaos of startup life. In this episode of Content Callout, she shares some strategies she’s learned around B2B marketing for a SaaS startup. Outline of This Episode
* [0:35] Learn more about Emma Cimolini
* [1:53] Building a marketing strategy from the ground up
* [5:57] Developing a content strategy for a startup
* [10:33] Don’t be afraid to fail—and fail fast
* [12:26] How Routific defines an MQL
* [14:34] The disconnect between marketing and sales
* [21:41] Education and information: what’s relevant?
* [27:57] With ever-changing SEO, quality content matters
* [31:26] Creating marketing processes and content guidelines
* [40:40] How to…
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Nov 2, 2021
The Evolution of Marketing: Past, Present, and Future, Ep #65
It’s safe to say that marketing is ever-evolving, encompassing new ideas that build on the successful tactics of the past. In this special panel episode of Content Callout, Scott Cunningham, Lindsay Tjepkema, and Sarah Scudder each share a unique perspective on the past, present, and future of marketing. They talk podcasting, email marketing, print and packaging, data, and so much more. If you’re ready to see marketing in a whole new light, don’t miss this episode! Outline of This Episode
* [1:40] Learn more about Scott, Lindsay, and Sarah
* [4:25] A discussion on the state of marketing today
* [10:21] Authenticity from a print and packaging perspective
* [16:38] Is data-based marketing the future?
* [23:23] How to make the podcasting process easier
* [27:42] How data influences print and packaging
* [29:37] Battling the rising cost of print supplies
* [31:10] Building a successful email campaign
* [38:21] Podcasting—and marketing—is a long game
* [40:32…
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Oct 26, 2021
The Basics of Inbound Marketing with Derek Hovinga, Ep #64
According to Derek Hovinga, “Inbound Marketing is a marketing methodology that uses content to attract visitors, nurture leads, and delight customers.” Derek is the Owner and Inbound Marketing Strategist at The Inbound Lab, which focuses on—you guessed it—inbound marketing. So what marketing strategies does inbound marketing encompass? Is inbound marketing the way of the future? Listen to the episode to hear Derek’s thoughts on this relatively new field of marketing. Outline of This Episode
* [3:20] How The Inbound Lab was created
* [9:09] Marketing as an industry is forward-thinking
* [13:17] The difference between inbound and content marketing
* [15:18] What is Brian Halligan’s Flywheel?
* [23:14] Honing in on email marketing
* [26:17] The basics of marketing qualified leads
* [35:55] Newsletters and email campaigns
* [40:02] Derek’s metrics agreement with partners
* [44:00] How to learn more about The Inbound Lab Resources & People Mentioned
* T…
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Oct 19, 2021
Ron Tite’s C2C Leadership: From Chaos to Composure, Ep #63
What is C2C leadership? Why is it important? Taking your business from chaos to composure and back again is important for its success. Ron Tite shares why in this episode of Content Callout. Ron is a Speaker, Author, and Founder & Chief Creative Officer at Church+State. He is the author of “Everyone’s an Artist” and “Think. Do. Say.” We talk all about organizational marketing operating systems, C2C leadership, and metrics and data in marketing. Outline of This Episode
* [2:18] C2C Leadership—from “chaos” to “composure”
* [5:20] How to become comfortable in the chaos
* [13:00] What’s needed for ideas to flourish
* [17:14] Protect yourself from yourself
* [22:49] Change your mindset about metrics
* [27:08] Ron Tite’s great books and how to find them
* [28:25] The two important things Ron learned as a comedian
* [30:02] How to connect with Ron online Resources & People Mentioned
* Dr. Robyne Hanley-Defoe
* The Stockdale Paradox
* The Prac…
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Oct 12, 2021
The Case for Contextual Relevance with Ian Slipp, Ep #62
Ian Slipp is the Director of Marketing at STN Video, a video platform that delivers contextually relevant quality content that goes to over 1800 publishers across North America—like the New York Post, Chicago Tribune, the NFL, NBA, and more. It’s a full-service opportunity for publishers to engage audiences and grow revenue with video.
STN partners with top-tier content providers, publishers, and digital advertisers. If you want a contextually relevant video to pair with your articles, STN can provide the latest and greatest video content. But why is contextual relevance so important? Ian shares his perspective in this episode of Content Callout! Outline of This Episode
* [2:08] Ian’s role as the Director of Marketing at STN Video
* [3:56] Why contextual relevance is important
* [15:31] Being forced to watch an ad
* [22:00] The marriage of authenticity and contextual relevance
* [27:06] Vetting third-party content providers
* [32:41] The dying industry of local tv a…
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Oct 5, 2021
Leela Gill’s 5-Step Marketing Plan for Startups, Ep #61
As a marketing professional working in a startup, do you know how to help your company grow revenue? How is your process different from marketing for an established business? In this episode, Leela Gill drops some absolute gems when she describes her marketing plan for Series A and Series B startups. If you’re trying to get your marketing off the ground and running, don’t miss this episode! Outline of This Episode
* [1:10] Why Leela created her cheat-sheet
* [2:35] Step One: Audit where you currently stand
* [5:02] Step Two: Understand your budget + costs
* [9:06] Step Three: Understand your team’s skillset
* [12:21] Step Four: Think about the big picture
* [16:54] Step Five: What are your exit criteria?
* [19:03] Metrics that matter for scaling up Resources & People Mentioned
* David Sacks on his foolproof operating philosophy: “The Cadence” Connect with Leela Gill
* Connect on LinkedIn
* Follow on Twitter Connect With the Content Callout Team
*…
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Sep 28, 2021
How to Add Value as a Thought Leader through Content with Andrea Smith, Ep #60
How should businesses use social media to develop a thought leadership presence? How can they empower employees to feel comfortable creating a platform? Andrea Smith—the Owner and Founder of the ADS Agency—has over 15 years of global and corporate marketing experience. In this episode of Content Callout, she shares what she’s learned from years of creating content. Outline of This Episode
* [0:39] A conversation about Clubhouse
* [6:10] How should businesses use Clubhouse?
* [10:11] Will Clubhouse replace conferences?
* [14:25] Marketing in several different countries
* [27:46] How to add value as a thought leader
* [31:57] How to create an engaging YouTube video
* [37:40] How to connect with Andrea Smith Resources & People Mentioned
* Bragging Better with Meredith Fineman Connect with Andrea Smith
* The ADS Agency
* Connect with Andrea on LinkedIn
* Follow Andrea on Twitter
* The Ads Agency on YouTube Connect With the Content Callout Team
* https…
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Sep 21, 2021
The Interplay of Demand Gen and Content with Leela Gill, Ep #59
Demand gen and good content should go hand-in-hand. But the level of competition for businesses in Series A/Series B funding is intense, and very few make it out of startup mode. So what does it take to get to the next level? How can you develop great content and demand gen? What do you prioritize? Leela Gill answers these questions and more in this special two-part episode series of the Content Callout podcast! Outline of This Episode
* [1:50] Major challenges to scale Series A/Series B businesses
* [6:13] Develop the demand gen engine
* [9:39] How to understand the “need”
* [11:45] How to approach the development of content
* [16:17] Create a feeling in the reader
* [19:40] How to connect with Leela Gill Connect with Leela Gill
* Connect on LinkedIn
* Follow on Twitter Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CALLOUT on
Apple Podcasts, Spotify, Google Podcasts
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Sep 14, 2021
Digital Transformation Begins with Enhancing the Buyer’s Journey [Brad Williamson] Ep #58
Brad Williamson—the Lead Strategist at Catch Digital—works with businesses to kickstart their digital transformation. But before he can walk them through the process to transform their business, they go through an in-depth auditing process. His strategy is comprehensive, focusing on both analytics and a human-centric approach. Learn more about his process in this episode of Content Callout! Outline of This Episode
* [0:49] Catch Digital’s auditing process
* [8:24] Human-centric engagement
* [16:42] How to find the right tools
* [19:34] 5 Steps to Kickstart Digital Marketing
* [44:35] How to connect with Brad Williamson Resources & People Mentioned
* Salesforce
* HubSpot
* Pipedrive
* Intercom
* VideoAsk Connect with Brad Williamson
* Catch Digital
* Connect with Brad on LinkedIn
* 5 Steps to Kickstart Digital Your Marketing Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CALLOUT on
Apple Podcasts, Spotif…
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Sep 7, 2021
Tiffaney Fox Quintana’s 5 Pillars of Marketing, Ep #57
Tiffaney Fox Quintana is the VP of Marketing at a startup called Stampli. To streamline the marketing processes in her role, she developed 5 marketing pillars for her teams to focus on. What are the pillars? How do they help each marketing role function as it should? Listen to this episode of Content Callout to learn more! Outline of This Episode
* [1:13] The 5 Pillars of Marketing
* [4:45] Where do marketing teams fall flat?
* [6:35] What should product marketing focus on?
* [9:06] Content marketing vs. corporate marketing
* [11:38] The first steps to accelerate your message
* [16:19] How to approach go-to-market with a partner
* [17:57] How to make sure the team does well
* [20:25] How to connect with Tiffaney Fox Quintana Resources & People Mentioned
* Stampli Connect with Tiffaney Fox Quintana
* Tiff(at)Stampli.com
* Connect on LinkedIn Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CALLOUT on
Apple Podcasts,…
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Aug 31, 2021
Why Your Business NEEDS to be on Shopify [Scott Cunningham and Ivana Radojevic] Ep #56
Scott and Ivana are with Social Lite, a Shopify partner sales and marketing agency. They’re also the creators of Merchant Mastery, which offers courses and coaching for Shopify businesses. In this episode of Content Callout, they share WHY your business should be on a Shopify platform. They also cover how to find success with email marketing and what their Merchant Mastery course is all about. Outline of This Episode
* [1:03] The impact of the pandemic on online shopping
* [4:55] Why you need to get started with Shopify
* [7:31] Navigating the Shopify platform
* [9:10] The buyer’s journey
* [12:35] Email marketing still makes bank
* [18:04] Offer strategies for email marketing
* [19:35] Do they experience creation fatigue?
* [22:23] How they keep course materials up-to-date
* [26:31] How they got started with a Shopify business
* [33:35] What the Shopify Community is like
* [44:09] Tips for hosting webinars or recording courses
* [47:42] How to connect wit…
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Aug 24, 2021
How to Make Social Media Your Secret Weapon per Emily Ptak, Ep #55
One of Emily Ptak’s catchphrases is that “Social media is your secret weapon.” But often—before social media can be used as the tool it should be—she notes that you have to “look under the hood.” You have to address deeper issues your business may have before sharpening your social media sword. What does that look like? Why is a more ethical approach to selling your services the key to success? Emily shares more in this episode of Content Callout! Outline of This Episode
* [0:45] How Emily wrote copy for famous musicians
* [4:13] Handling canned sales messages on LinkedIn
* [7:07] Tagging people on Facebook
* [10:45] “Social media is your secret weapon”
* [16:04] Take a peek under the hood
* [21:30] The world of sales has changed drastically
* [23:35] Use social media for customer service
* [27:35] Brands need formal crisis management in place
* [32:07] The struggle: human-centric or Google-centric
* [38:04] Does formalized education matter anymor…
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Aug 17, 2021
B2B Brands And Social Media: Where Do You Invest Your Time? [Tuck Ross] Ep #54
In the ever-expanding world of social media—and with the ever-decreasing amount of free time—how do you know where to invest your efforts? Is there one platform that B2B brands should focus on over others? In this episode of Content Callout, Tuck Ross—the Senior Vice President of Marketing at Synchrony—shares how you can determine where to invest your efforts. He also emphasizes the importance of human connection, entertaining content, and the depth of relationships. Don’t miss it! Outline of This Episode
* [4:23] Social Media: Go where the organic attention is
* [7:39] The difference between “spending” and “investing” your time
* [10:43] The importance of the human connection
* [13:48] Why LinkedIn has realized so much success
* [17:43] Depth versus breadth of relationships
* [20:52] How the algorithms reward consistency
* [23:33] B2B brands can’t forget the entertainment factor
* [28:32] The pandemic was a wakeup call
* [31:03] How to connect w…
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Aug 10, 2021
Tyler Burch: The Role of a Digital Storyteller, Ep #53
Tyler Burch was hired as the ”Digital Storyteller” for an app called Samaritan. Samaritan is a mobile app that makes it easier for community members to support people experiencing homelessness in their area. What does his role as a digital storyteller look like? How does he leverage personal branding to benefit his company—and his career trajectory? Listen to this episode of Content Callout to learn more! Outline of This Episode
* [0:35] How Tyler became The Digital Storyteller
* [2:21] Learn more about the Samaritan app
* [7:00] How to stand out in the SaaS market
* [8:44] Identifying your target personas
* [10:57] A conversation about metrics
* [15:08] How to focus on things that make sense
* [17:34] How personal branding benefits your company
* [29:12] What Tyler learned from his network
* [35:51] Does Tyler get pushback from leadership?
* [38:10] How to connect with Tyler Burch Resources & People Mentioned
* City Care OKC
* Casey Graham
* Jay Des…
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Aug 3, 2021
Empathy-Focused Content Marketing with Corrina Owens, Ep #52
In this episode of Content Callout, we chat with Corrina Owens about how the COVID Pandemic pushed marketers to be more empathetic in their outreach. Hopefully, this “trend” of empathy won’t fade anytime soon. We also talk about what it takes to attract and retain your ideal clients. Don’t miss it! Outline of This Episode
* [2:30] Changing the way you market
* [8:46] How to retain your perfect client
* [11:35] Why their results have been better
* [14:13] The difference between “customer experience” and “customer service”
* [16:01] How to measure customer experience through their life cycle
* [19:00] Where you can develop thought-leader status
* [20:47] How to connect with Corrina Owens Resources & People Mentioned
* PADV
* G2 Connect with Corrina Owens
* Connect on LinkedIn
* Profisee Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CALLOUT on
Apple Podcasts, Spotify, Google Podcasts
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Jul 27, 2021
How to Define Quality Content with Tommy Walker, Ep #51
Tommy Walker spent years as a freelancer before getting hired at ConversionXL as the Editor-in-Chief. He was recruited to Shopify Plus as their first marketing hire, rounding out his tenure there as Editor-in-Chief. He went on to be the Global Editor-in-Chief at QuickBooks. Now, he’s the founder of his own shop, The Content Studio.
With that plethora of experience, Tommy is uniquely qualified to define what quality content looks like. But Tommy uses a unique approach to help him determine what quality content looks like within an individual organization. Learn more about it in this episode of the Content Callout podcast! Outline of This Episode
* [0:48] The pair of pants that got Tommy fired
* [5:07] When companies don’t understand content marketing
* [8:48] Implementing automation to solve the problem
* [15:43] How to effectively trial a tool
* [19:31] Don’t be afraid to outsource
* [22:26] Tips + tricks for working with freelancers
* [28:10] How to take ego out…
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Jul 20, 2021
How to Leverage LinkedIn for Social Selling with Brynne Tillman, Ep #50
How do you nail your LinkedIn profile? What content should you create for LinkedIn? What should your social selling strategy look like? These are just a few of the questions that the amazing Brynne Tillman covers in this episode of Content Callout. If you’re ready to step up your social selling game on LinkedIn, don’t miss this episode! Outline of This Episode
* [2:30] Rapidfire tactics + strategies
* [4:11] LinkedIn Social Selling philosophy
* [13:13] How to nail your LinkedIn profile
* [2:47] Content you can create on LinkedIn
* [28:02] Leveraging your connection’s connections
* [35:57] How to connect with Brynne Tillman Resources & People Mentioned
* Sign up to be a Social Sales Link member!
* Whale Hunting by Tom Searcy and Barbara Weaver Smith
* Gap Selling by Keenan Connect with Brynne Tillman
* Social Sales Link
* Connect on LinkedIn
* Follow on Twitter Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT…
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Jul 13, 2021
How to Monetize and Market Your Podcast with Dan Sanchez, Ep #49
Monetizing a B2B podcast is at the forefront of every marketer's mind. But is it easier said than done? According to Dan Sanchez, the Director of Audience Growth for Sweetfish Media and co-host of the B2B Growth podcast—there are great short-term and long-term strategies. In this week’s episode of Content Callout, we continue with our podcast theme. If you’re ready to take the leap into podcasting, this is a series you don’t want to miss. Outline of This Episode
* [0:52] Podcasting as an account-based marketing tool
* [4:53] How to reach someone on your “dream” list
* [6:05] Become a thought leader by surrounding yourself with experts
* [8:05] How to make your B2B content interesting
* [14:00] Keep SEO in mind with podcasting
* [23:22] Dan’s favorite podcasts for learning (and for fun)
* [27:00] Is the podcast realm overly saturated?
* [33:52] How to reach and retain the right audience
* [43:38] How to connect with Dan Sanchez Resources & People Mentio…
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Jul 6, 2021
How to Perfect Your Podcasting Strategy with Carey Green, Ep #48
Why are podcasting strategy and quality important? Carey Green—the Founder of Podcast Fast Track—firmly believes that we need to rethink how we think about podcasting strategy. Your strategy needs to be the “why” behind creating your podcast. You need to build a strategy that meets your goals, helps you build the right audience, and helps you monetize your business. Hear some of Carey’s expert advice to reach your podcasting goals in this episode of Content Callout! Outline of This Episode
* [2:02] Why is podcasting strategy and quality important?
* [3:31] Where to get started with podcasting strategy
* [5:30] Passion and purpose in podcasting
* [6:38] Dial in a podcasting strategy that matches your goals
* [10:42] How to build an audience of the right people
* [12:17] Should you take the DIY route or hire professionals?
* [15:18] The right strategy leads to the right monetization model
* [18:44] The biggest mistake Carey sees B2B marketers make
* [19:33]…
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Jun 29, 2021
Diversity and Inclusion in the FinTech Space with Elise Brown, Ep #47
How can you foster diversity and inclusion in the FinTech space? How can your brand engage in the conversation authentically? What can you do as an individual to make waves in the space? Elise Brown—the Director of Marketing for the Anthemis Group—joins Amanda and me in this episode of Content Callout to discuss this difficult yet important topic. Don’t miss it! Outline of This Episode
* [0:50] Elise’s three biggest tips for marketers
* [2:16] For those that want to “stay out of the fight”
* [4:01] How to get involved in the conversation
* [7:29] Is diversity and inclusion difficult in FinTech?
* [13:03] How to make interesting content in FinTech
* [20:26] Email + metrics + mental health
* [30:59] Elise’s thoughts on vanity metrics
* [33:11] Three common marketing fails Elise sees
* [38:25] Twitter spaces versus Clubhouse: Which is better?
* [43:59] How to connect with Elise Resources & People Mentioned
* Marketer Must Read Newsletter: https://ww…
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Jun 22, 2021
Michael Gasiorek’s 4 Pillars of Authority-Building, Ep #46
Michael Gasiorek is the CEO of Truth Cartel, a marketing agency specializing in emerging technologies. He’s also the Head of Growth at TrustToken, a top stable coin company moving billions of dollars globally every month. He’s also the owner of The Crypto, Medium’s largest blockchain-focused publication. He made waves in the content space as the editor in chief at Grind. To top it off, he grew Startup Grind to a massive readership—over 1 million readers per month. How did he do it? How did he build tremendous authority in their space? Find out in this episode of Content Callout! Outline of This Episode
* [2:14] Three tips, tactics, + strategies
* [3:36] The four pillars of authority
* [14:49] The 5 P’s of content marketing
* [28:01] How to connect with Michael
* [29:56] The four horsemen of authority Resources & People Mentioned
* TrustToken: https://www.trusttoken.com/
* The Crypto: https://medium.com/crypto
* Startup Grind: https://www.startupgrind.com/…
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Jun 15, 2021
Why You Need to Define and Measure Success with Robert Cooper, Ep #45
Why is it so important for any business to define how they measure success? “Success” looks different for everyone, which means everyone measures it differently. In this episode of Content Callout, Robert Cooper—the Founder and Strategic Director at PlusROI Online Marketing—shares some great strategies to measure success. He also shares how you can address “bad” months with clients in a way that builds trust. Don’t miss it! Outline of This Episode
* [0:43] Define how you measure success
* [6:04] Experimentation: how much is too much?
* [9:27] What is the meaning behind PlusROI?
* [11:20] Tips to address “bad months”
* [14:12] Common sense + strategy
* [16:23] How to manage expectations
* [19:21] Why differentiation is imperative
* [22:49] The evolution of digital marketing
* [26:01] Thought leadership in 2020–2021
* [32:27] Up and coming trends in 2021
* [36:34] How to connect with Robert + PlusROI Resources & People Mentioned
* Google Opt…
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Jun 8, 2021
How to Convert Followers to Clients with Henry Kaminski Jr. [The Brand Doctor], Ep #44
How do you convert followers to customers? How do you build a community and a relationship with your followers that makes them even want to buy from you? Henry Kaminski Jr. has a genius strategy that’s worked for him time and time again. In this episode, we talk about social media marketing strategies that convert followers to clients, how to scale your expertise, and things to ask yourself when building your brand.
Henry Kaminski Jr.—AKA The Brand Doctor—is the founder and CEO of Unique Designz, a full-service design, branding, and digital marketing agency. Outline of This Episode
* [1:33] How to convert followers to clients
* [5:41] How do you build a community?
* [9:58] How to position someone as a brand expert
* [12:01] The 4 questions you have to think about
* [16:53] Why the customer journey is so important
* [22:26] How to connect with Henry Resources & People Mentioned
* Reface App: https://play.google.com/store/apps/details?id=video.reface.app&hl=en_US…
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Jun 1, 2021
Foodie Marketing for Beginners with Dan Clapson, Ep #43
You’ve opened a restaurant and have an exciting concept but have no idea where to start with marketing. Maybe you’ve thrown some photos on Instagram and have some word-of-mouth going—but is it enough? In this episode of Content Callout, Dan Clapson—the co-founder and Creative Director of Eat North—shares some tips and strategies from his years of experience. Don’t miss it! Outline of This Episode
* [0:36] The journey to creating Eat North
* [2:10] Marketing for a new restaurant
* [5:05] A conversation about food influencers
* [10:56] Incorporating traditional media + social media
* [16:16] The importance of supporting local
* [21:05] Marketing an event vs. restaurants
* [26:21] How to market a food event
* [28:08] Dealing with a lack of budget
* [30:35] Advice for those just getting started
* [36:53] How to connect with Dan + Eat North Resources & People Mentioned
* Donna Mac: https://www.donnamacyyc.ca/
* Mike’s Bloggity Blog: https://mikes…
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May 25, 2021
How to Think Bigger-er with Bill Harper, Ep #42
Many brands are becoming myopic. They’ve stopped thinking outside of their own sphere. Bill Harper believes that this was made worse by the pandemic. Everyone froze like deer in headlights. The problem is that brands are starting to act like commodities. They’re all touting the same thing: “We have better product, better people, we work harder, we care more…” That has absolutely nothing to do with thinking big. They somehow believe the passion for their business will bleed through to the other side and will engage the consumer. It’s an interesting problem that’s been getting worse. In this episode, we talk about the right way to think bigger with your brand. Check it out!
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May 18, 2021
Dissecting the Effectiveness of Micro-Influencers with Taylor Lagace, Ep #41
Many people are familiar with macro-influencers, i.e., celebrities, athletes, or the contestants kicked off the Bachelor trying to launch their career. Macro-influencers usually have hundreds of thousands to millions of followers. On the flip side, macro-influencers may have between 100,000 to 450,000 followers. According to Taylor Lagace—the Co-Founder and Managing Partner at Kynship—they can be just as effective.
Any industry will have those people that are recognizable by face, and some are recognizable at the celebrity level. But the nano and the micro-influencers can still be effective. You just have to find the niche you’re trying to attack. So how do you do that? What’s the best way to use influencers to market your brand? Listen to this episode of Content Callout to hear Taylor’s strategies. Outline of This Episode
* [0:36] Taylor’s experience at Athletes First
* [4:42] Why micro-influencers are important
* [10:15] Why Kynship prefers Facebook ads
* [13:2…
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May 11, 2021
Want to Keep Your Brand Alive? Know Your Audience [Tara Hunt] Ep #40
Tara Hunt—the CEO of Truly and co-founder of Flywheel—joins us in this episode of Content Callout to talk about knowing your audience and how to build a community for them. We also ask a profoundly sad question: Is there hope for social media? This episode of Content Callout is an amazing opportunity to think about new ways of doing things—while embracing a few old strategies, too. Don’t miss it! Outline of This Episode
* [1:23] 3 tactics + actionable strategies
* [2:14] Get to know your audience
* [12:09] Building a community for your audience
* [18:23] Is there hope for social media?
* [33:53] How to connect with Tara Resources & People Mentioned
* Phlywheel Connect with Tara Hunt
* Tara’s Website
* Truly
* Connect on LinkedIn Connect With the Content Callout Team
* https://ContentCallout.com
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Apr 27, 2021
Why Your Brand’s “Why” is So Important to Understand per Jen Pockell Dimas, Ep #38
What is your business’s “why?” How does walking in your customer’s shoes help you focus on that “why?” How do you even get the opportunity to walk in your customer’s shoes? Jen Pockell Dimas—now the CMO at Qumu—joins me in this episode of Content Callout to discuss the process of uncovering your customer’s needs and finding ways your product or service can meet them. If you’re struggling to pivot in the post-COVID era or simply need to readjust your expectations, this is an episode you can't miss. Outline of This Episode
* [1:40] Why is the “why” so important?
* [4:12] Walking a mile in your customer’s shoes
* [8:14] The importance of measuring your goals
* [10:23] Measuring the right things
* [10:56] Chasing the next “out” thing
* [12:17] How to adjust to change
* [16:21] Women in Revenue
* [18:26] How to follow Jen online Resources & People Mentioned
* Women in Revenue Connect with Jen Pockell Dimas
* Connect on LinkedIn
* F…
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Apr 20, 2021
How to Cultivate Culture Remotely with Dustin Tysick, Ep #37
How do you maintain culture when casual conversations are few and far between? How do you establish any sort of work-life balance when you’re at home 24/7? In this episode of Content Callout, Dustin Tysick—the VP of Marketing & Growth at Jostle—shares what he’s found to be helpful to build and maintain a great work culture. Outline of This Episode
* [1:15] Maintaining culture remotely
* [4:14] Establishing culture with new hires
* [6:55] How to set boundaries
* [10:13] Features and benefits of Jostle
* [11:26] Competing in the software space
* [14:34] Cultivating a new culture in an old school space
* [20:19] Dustin’s podcast: People at Work
* [23:51] The concept of connection
* [30:09] Learn more about Jostle Resources & People Mentioned
* The People at Work podcast
* Kids Interrupt Dad YouTube Video Connect with Dustin Tysick
* Jostle: FREE for up to 15 people
* Connect on LinkedIn
* Follow on Twitter Connect With the Content Callout Team…
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Apr 13, 2021
Why Customer Awareness Spurs Content Creation with Paramita Bhattacharya, Ep #36
Your customer must be at the center of your marketing. This isn’t a new concept to any savvy marketer. You have to map your customer journey and put the customer at the center of your marketing versus anything else—your business model, sales model, or organization. How does Paramita Bhattacharya—the CMO of Blurb—handle marketing and content creation? Listen to this episode of Content Callout to learn more. Outline of This Episode
* [1:36] Actionable strategies + tactics
* [4:07] Mapping the customer journey
* [6:44] Breaking down content creation
* [11:23] Overcoming data overwhelm
* [17:22] Approaching leadership and management
* [23:28] Building or outsourcing a team
* [26:20] Organizations Paramita supports Resources & People Mentioned
* How Women Lead
* FirstBoard
* Tableau Connect with Paramita Bhattacharya
* Connect on LinkedIn
* Follow on Twitter Connect With the Content Callout Team
* https://ContentCallout.com
Subscribe to CONTENT CAL…
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Apr 6, 2021
Jesus Corona Makes Bank with TikTok—You Can Too, Ep #35
In February 2019, Jesus Corona dropped out of college, unsure about the direction his life would take. So he went on YouTube looking for motivational content and ran into none other than GaryVee. At the time, there wasn’t a video where he wasn’t calling you dumb for not being on TikTok. So Jesus decided to give TikTok a shot. Jesus grew his following from 1,000 followers to over 700,000—then he monetized it. How? Listen to this episode of Content Callout to learn more! Outline of This Episode
* [0:44] Chatting with the TikTok master
* [5:58] How to excel with TikTok
* [11:00] The time and skill needed
* [13:28] When do you take on clients?
* [20:14] The biggest objection with TikTok
* [23:23] How Jesus sources new clients
* [25:18] How to monetize TikTok
* [31:03] The influence that rests on your shoulders
* [32:12] Jesus’s favorite content
* [34:10] Jesus’s strategy for other social media platforms
* [35:03] Keep your content simple + fast
* [39:18]…
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Mar 30, 2021
Why all B2B brands NEED a podcast with Lindsay Tjepkema, Ep #34
Why do all brands need podcasts? How does a podcast create a brand connection that other content doesn’t? How can you harness the voices and perspectives of experts as the centerpiece of all of your marketing? In this episode of Content Callout, Lindsay Tjepkema—the CEO and co-founder of Casted and THE podcast queen—talks about why brands NEED podcasts, about outdated marketing playbooks, and harnessing the voices of experts. Outline of This Episode
* [1:55] This is a podcast about podcasts
* [3:05] Why all B2B brands NEED a podcast
* [5:48] Where a B2B brand should start
* [7:03] The ability to create connections
* [9:15] How Casted changed the game
* [12:42] Move away from old playbooks
* [18:30] Harnessing the voice of experts
* [21:03] Where Lindsay sees the field headed
* [24:36] How to learn more about Casted Resources & People Mentioned
* Drift
* OpenView Connect with Lindsay Tjepkema
* Casted
* Connect on LinkedIn
* Follow on Twitter Conn…
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Mar 23, 2021
Redefining the Patriarchy and Building Next Gen Men with Jake Stika, Ep #33
Patriarchy is made up of two Latin words, meaning “father power” or “ruling “father.” Jake Stika—the co-founder and Executive Director of Next Gen Men—notes when we look at society, we see examples of patriarchal structures. It could be familial, with the father as the breadwinner and protector. It could be systemic, with monarchies and lords.
In modern times, one of the two spheres where the most power is held is Fortune 500 companies. Only 32 out of 500 CEOs are female (7%), so it’s easy to see the power is still patriarchal. Global heads of state are still only 7% female representation. People don’t believe we exist in a patriarchy, but it’s easy to demonstrate. Everyone is affected by these structures. How do we change that? Why is change so necessary? Listen to this episode of Content Callout for a deep, eye-opening, and important conversation about redefining the roles of men in society. Outline of This Episode
* [0:49] All about Next Gen Men
* [1:48] H…
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Mar 16, 2021
Now is THE Time to Refocus Your Content Marketing with Joe Pulizzi, Ep #32
If your content marketing pushes seem to be missing the mark, Joe Pulizzi believes now is the best time to change your strategy. Where can you find unexpected wins? In a content world where there’s endless noise, Joe Pulizzi knows how to cut through the clutter. In this episode of Content Callout, he talks about the importance of honing in on one channel, finding your content tilt, and growing an audience.
Joe Pulizzi is an Amazon best-selling author and the founder of three different companies, including the Content Marketing Institute. He received the Caldwell Lifetime Achievement Award from the Content Council. He’s launched dozens of events and hosts numerous podcasts, including This Old Marketing with Robert Rose. Outline of This Episode
* [2:23] Joe’s 3 strategies + tactics
* [5:56] How to build an audience in a recession
* [8:47] The less social media—the better
* [13:44] Joe still advocates for print—why?
* [16:56] Marketers: think outside the box
* [18…
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Mar 9, 2021
The Dos and Don’ts of Marketing Cannabis with Amber Craig, Ep #31
Two years ago, FOUR20 was one of two cannabis retailers open on day one of cannabis legalization in Canada. Now, they have 14 different locations with 130+ employees. Amber Craig—their Chief Merchandising Officer—joined them full-time once cannabis was fully legalized.
But everyone's wondering: What does marketing for cannabis look like? What are the hard and fast rules about advertising? How is it regulated? We have a fascinating discussion about the dos and don'ts of marketing cannabis in this episode of Content Callout. Don’t miss it! Outline of This Episode
* [1:09] All about FOUR20 and the cannabis industry
* [2:10] The stigma of cannabis use
* [4:48] Marketing regulations around cannabis
* [10:08] The fight for legitimacy
* [12:56] What makes the industry exciting?
* [14:56] The educational phase of cannabis
* [17:47] The challenges that cannabis stores face
* [22:06] Handling cannabis supply and demand
* [24:45] Getting into the cannabis industry
* [2…
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Mar 2, 2021
It’s Time to Embrace Text-Based Marketing with Norman Happ, Ep #30
What can text-based marketing do for businesses? How are open rates different in text-based marketing versus email marketing? What purpose do they serve? This conversation with Norman Happ—the CEO of EZ Texting—opened my eyes to things I never thought text marketing could accomplish. Don’t miss this episode!
Norman Happ was a marketing executive at Intuit and was previously the SVP of Sales and Partnerships at Evernote. Norman is now the CEO of EZ Texting. EZ Texting has been in the text marketing space for 10+ years and has served over 160,000 customers over the years. Outline of This Episode
* [2:03] 3 Actionable Tactics + Strategies
* [2:58] The right tool for the right job
* [5:44] Clear, concise, and legal content
* [8:17] Engage with your customers in a new way
* [9:48] How automation works with texting
* [13:24] The timing of your message is important
* [16:32] Short-code or long-code messaging?
* [18:10] Who needs text-based marketing?
* [22:14] Text…
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Feb 23, 2021
Learn How to “Brag Better” with Meredith Fineman, Ep #29
Meredith Fineman has been a freelance writer for 15 years. She writes about women’s issues, business, entrepreneurship, leadership, and how they intersect. She has built her own personal brand—writing, speaking, and doing events. As she was cultivating her business, she was watching the trajectory of women.
She saw young women that couldn’t talk positively about their work. She also saw friends undercut and sell themselves short. In the fall of 2013, she booked a client on TV. This woman was perfect for the job, but she didn’t do it because she didn’t feel qualified enough.
That’s when Meredith realized that many people need to learn how to brag. What is her definition of bragging? How can it change the trajectory of your career? Find out in this episode of Content Callout! Outline of This Episode
* [0:37] All about Meredith’s book: “Brag Better”
* [4:15] The word “brag” in itself
* [7:03] The idea of self-deprecation
* [11:49] Why you should brag to yo…
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Feb 16, 2021
What “Embracing a Growth Mindset” Really Means with Warrick Godfrey, Ep #28
Warrick Godfrey has worked at Facebook, Amazon, multiple startups, and is now the VP of Industry Solutions at Braze. Braze is an incredible technology created to build relationships between customers and brands they love. It allows cross-channel marketing coordination in a sophisticated way. I’ve known Warrick since grade school, and we’ve been friends since high school. In this episode of Content Callout, Warrick and I talk about where businesses are making mistakes in growth, building a culture of innovation and creativity, and how to combat the fear that exists around failure. Don’t miss it! Outline of This Episode [1:13] Warrick and I go back 20+ years [2:47] Where people are making mistakes in growth [5:52] The magic recipe for growth [9:58] Is there such a thing as too creative? [17:27] The fear that exists around failure [24:12] How to follow Warrick online Resources & People Mentioned Burger King’s Whopper Detour Connect with Warrick Godfrey Braze Warrick(at)Braze.com C…
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Feb 9, 2021
Marley Jaxx: Bored Dental Hygienist Turned Social Media Influencer, Ep #27
Marley Jaxx had previously worked in radio and event management. But the industry was rough around the edges and wearing on her. She had a degree to work as a dental hygienist, so she left radio and worked in dentistry for a while. But she learned very quickly that cleaning teeth is boring. Even worse, you can’t have a conversation with someone when your hands are in their mouth. She wanted to make the experience fun for her patients, so she would tell them stories to make them laugh. But it was still boring for her. So she started doing the dental office’s social media in between patients. How did this turn into the thriving business she has today? How did she turn her content into a revenue stream? Listen to this episode of Content Callout to learn her ways! Outline of This Episode [0:38] Marley Jaxx: from dental hygienist to influencer [3:53] Marley’s method for continuous learning [5:21] Develop your brand to align with who you are [9:22] The importance of storytelling with y…
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Feb 2, 2021
Simplify Your Message = Amplify Your Results [Matt Kerbel] Ep #26
Can you be more effective if you simplify your messaging? Does it pay to be solution-focused? Do the little things really matter all that much? Matt Kerbel certainly thinks so. In this episode of Content Callout, Matt shares why simplifying your messaging and focusing on what matters is so impactful. Matt Kerbel is the VP of Marketing at Homie. He’s previously worked as the Head of Marketing and Brand Strategy at Canoo, was the Senior Director of Innovation at MeUndies, the Head of Marketing for Lyft, and so much more. His breadth and depth of experience in marketing makes this a transformational conversation you cannot miss. Outline of This Episode [1:44] Matt’s three actionable strategies + tactics [3:33] Dialing in on your messaging [6:04] Brand evolution: solution-focused to lifestyle [9:44] Hiring for large corporations and startups [16:55] Stop relying on the campaign mindset [19:02] How to build empathy and trust at scale [25:16] The evolution of communication [30:10] It’s…
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Jan 26, 2021
SkipTheDishes: Driving Innovation + Building Relationship
Jeff Adamson was on the Canadian National Team for wrestling. In 2012, he went to the Olympics. But after Jeff was done with his athletic career, he had to figure out what came next. Jeff points out that it’s a really difficult transition for most athletes. Luckily, he went from one singular goal to another: wanting to win a gold medal to wanting to build a multi-billion dollar company.
He simply had to answer the question: What is my purpose now that I’m not focused on my sport? In this episode of Content Callout, Jeff walks us through his entrepreneurial journey. He shares the vision behind SkipTheDishes and Neo Financial, how impact trumps messaging, and how to deliver value to your customers. Don’t miss it! Outline of This Episode
* [0:33] The transition from athlete to entrepreneur
* [2:20] The vision for SkipTheDishes
* [7:12] Living in the prairies IS a strength
* [13:43] Jeff’s journey from SkipTheDishes to Neo Financial
* [19:17] Jeff’s vision to help peo…
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Jan 19, 2021
Mean People Suck [So What Do You Do?] Ep #24
Are we emphasizing the wrong areas of marketing? Are we creating the perception that all marketers do is run ads? Are marketers playing the blame game and pointing fingers at the “mean people” they report to for their lack of success? In this episode of Content Callout, Michael Brenner—the CEO of Marketing Insider Group and author of two amazing books—shares how marketers can change the perception of them—and how to market with empathy. Don’t miss it!
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Jan 12, 2021
Subscription Model Marketing with Tru Earth Co-Founder Ryan McKenzie, Ep #23
Tru Earth launched April 2nd, 2019. 1,500–2,000 people subscribed in the first month. Now, they have 66,000 active subscribers across the world. They’ve kept 1.55 million detergent jugs out of landfills. How did they achieve such spectacular growth? What was the motivation behind creating a laundry detergent subscription model? Co-founder Ryan McKenzie joins Kayla and Amanda in this episode of Content Callout to share their impactful journey—don’t miss it. Outline of This Episode
* [0:30] The worst marketing that Ryan has seen
* [3:31] How Tru Earth was created
* [7:50] Why they chose the donation model
* [9:34] How the subscription box model works
* [15:15] Running a business is humbling and inspiring
* [18:00] The unique challenges of working with friends
* [21:48] Tips for managing business with friends
* [24:08] Ryan’s biggest marketing lessons
* [29:49] You don’t have to do it all yourself
* [34:06] How to connect with Ryan + Tru Earth Resources…
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Jan 5, 2021
How to Embrace GaryVee Style Marketing [According to James Orsini] Ep #22
How do you build and market a brand like GaryVee? How do you create marketing campaigns that influence the decision to buy? What’s the difference between branding and marketing? One of GaryVee’s right-hand guys—James Orsini—shares some savvy branding and marketing techniques in this episode of Content Callout. Check it out!
James started as Gary’s Chief Integration Officer and became his Chief Operating Officer. Up until 2019, he was part of VaynerX. This year, Gary launched The Sasha Group where James is now President. The Sasha Group serves businesses that make between $1 million to $100 million in revenue. Outline of This Episode
* [1:55] James Role at VaynerX
* [3:04] Create marketing campaigns that influence
* [5:27] How to have educational conversations
* [7:32] The difference between branding and marketing
* [9:12] Invest money in brand development
* [11:27] Put yourself out there on LinkedIn
* [14:15] How to improve your marketing
* [15:45] How to c…
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Dec 22, 2020
How to Read People’s Faces [Even When They’re in Masks] Ep #21
According to Susan Ibitz, humans can read people better than any AI—especially when people have masks on. That also means that you can still recognize emotion in people’s faces. Salespeople and negotiators don’t have to be afraid they won’t be able to establish rapport. But how do you bridge the gap and learn how to rely on facial cues without seeing someone’s mouth? In this episode of Content Callout, Susan shares why masks can make connection easier than ever before. Don’t miss it! Outline of This Episode
* [0:53] Susan Ibitz: The Human Behavior Hacker
* [?:??] The proper way to do a video presentation
* [13:34] Why you should smile more often
* [16:52] How to get yourself camera-ready
* [19:57] What if you’re not a natural salesperson?
* [29:06] Stop selling—but never stop selling
* [32:41] Why storytelling is so important to marketing
* [37:09] How to connect with Susan Ibitz Resources & People Mentioned
* Coca-Cola “Happiness Starts with a Sm…
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Dec 15, 2020
Why a B2B Business NEEDS a Podcast
Why does a B2B business need a podcast? How do you launch and grow a podcast? What does it take to be successful in the world of podcasts? Podcast guru James Carbary of Sweet Fish Media joins me in this episode of Content Callout to share the strategies he’s used to build successful B2B podcasts—over and over again. Outline of This Episode
* [1:55] James’ background + Sweetfish Media
* [3:52] Why a B2B business NEEDS a podcast
* [5:59] Contextualized and niche-specific content
* [9:09] How to get started with a podcast
* [12:08] Mistakes to avoid with your podcast
* [14:47] PPC campaigns to drive subscriber growth
* [17:11] What analytics tools are helpful?
* [21:00] How to format your podcast for discoverability
* [25:00] Dedicate your time and put in the effort
* [28:50] How to connect with James Carbary Resources & People Mentioned
* Podcasting for Business: A 26-Step Process
* The Crafting Culture Podcast
* The Breaking Brand Podcast
* The Bra…
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Dec 8, 2020
Businesses Need to STOP Chasing Unicorns
Marketers are often treated as the jack-of-all-trades in a business. Their role is constantly changing and morphing and more and more is expected of them. The reality is that the expectation of a marketing professional to be a “unicorn” may not change anytime soon. What can businesses do to create an environment where markets can thrive? Tyler Chisholm shares his take in this episode of Content Callout. Tyler is the CEO at clearmotive, a full-service marketing agency based in Calgary. He is also the creator and host of two podcasts: Collisions YYC and They Just Get It. His unique perspective on the marketing industry is one you don’t want to miss. Outline of This Episode
* [2:08] Hosting versus being a guest
* [2:58] All about Collisions YYC - Tyler’s best “yes” ever
* [5:58] How to overcome imposter syndrome
* [7:17] The gumball machine of marketing
* [10:34] Marketers: the Unicorn of all trades
* [12:29] How to combat unrealistic expectations
* [14:26] Why…
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Dec 1, 2020
One Person CAN Make an Impact According to Connor Curran, Ep #18
How do you build an engaged local following? How do you build a community around a brand? How do you support local? According to Connor Curran, you do it one person at a time. You need to focus on the metrics that matter and be uniquely yourself. Connor Curran is a co-owner of Local Laundry. They are all about building community in everything they do. Connor is a marketing wizard when it comes to buy-local eCommerce strategy. In this episode of Negotiations Ninja, we talk about actionable tactics and how to build a community one person at a time. Outline of This Episode
* [1:43] One engaged person at a time
* [3:47] Focus on the metrics that matter
* [7:39] Cultivate a strong local supply chain
* [13:20] How “Made in Canada” impacts marketing
* [15:36] Can one person make a difference?
* [18:15] How to connect with Connor + Local Laundry Connect with Connor Curran
* Local Laundry
* Connect on LinkedIn
* Local Laundry on Twitter
* Local Laundry on Instagram…
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Nov 24, 2020
PlayCity: Building Community Through Play
How do you find connections and build community as a newcomer in a new city? How do you find people with shared interests? PlayCity is an app that was created out of necessity from a place of isolation. Four years ago, Hafiz Mitha had just moved back from Bangkok. Every day—from his condo—he’d stare at completely empty tennis courts. He could never find someone to play tennis with a complete novice like himself. He realized that most people had a lack of network and lack of the same skill level when it came to physical activities.
He looked at Tinder and Bumble and thought—what if he did the same thing, but for physical activity buddies? What if he could connect people to events, facilities, programs, and other people? PlayCity became a solution to his problem. PlayCity was created out of a desire to create diverse and meaningful relationships with play as the medium. In this episode of Content Callout, Hafiz joins us to talk about building community, combating loneliness, and…
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Nov 17, 2020
How to Get Context Marketing Right
Conventional marketing is becoming obsolete, according to Mathew Sweezey. The traditional way of doing things isn’t going to work anymore. What will? Focusing on context. According to Mathew, context is “the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them.” How do you move toward context marketing? Mathew shares some strategies in this episode of Content Callout. Don’t miss it!
Mathew Sweezey is the Director of Marketing at Salesforce and the author of the book The Context Marketing Revolution. He is one of the leading minds on the future of marketing. His insight into consumer behavior, technology, and new business strategies have changed the way people think about marketing and building modern brands. He’s also the award-winning podcast host of the Electronic Propaganda Society. Outline of This Episode
* [1:22] Matthew Sweezy’s Intro
* [1:45] Three actionable tactics + strategies
* [2:15] Content Co-Crea…
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Nov 10, 2020
Eric Alper Talks on the Redistribution of Power in the Music Industry
How has marketing in the music industry changed? What hasn’t changed? How can an artist or their PR team capture an audience? These are just a few of the many questions that Eric Alper answers in this episode of the Content Callout podcast. He joins Kayla and Amanda to walk through an in-depth conversation about the music industry and how the world is swiftly changing.
Eric Alper is one of the most recognized music experts in Canada. He’s a music correspondent, radio host and was formerly the director of media relations at eOne Music Canada. He’s worked with artists like The Cult, Ringo Starr, Snoop Dog, the Smashing Pumpkins, and even Sesame Street. He shares some stellar insight into the world of marketing in music. Check it out! Outline of This Episode
* [1:27] How the marketing industry has changed
* [3:59] How to compete in a crowded marketplace
* [13:42] How do you market YouTube videos?
* [19:57] Did video kill the radio star?
* [23:26] The dirty little secret…
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Nov 3, 2020
Stage Theory: Capture + Modify + Amplify + Perpetuate
What is stage theory? How do you capture, modify, amplify, and perpetuate your content and your message? David Meltzer lays out the key to his success in this episode of the Content Callout podcast. He shares his stage theory, an equation that helps you master your calendar, and how to be a “Ferocious Buddha.” Don’t miss an episode packed with valuable information.
David Meltzer is the co-founder of Sports 1 Marketing and the former CEO of the Lee Steinberg Sports and Entertainment Agency (the agency that was the inspiration for the movie Jerry Maguire). He is a best-selling author, keynote speaker, business coach, podcast host, and much more. His life mission is to empower over 1 billion people to be happy. Outline of This Episode
* [1:41] Rapidfire Actionable marketing tactics
* [2:14] David’s Free Training Friday’s
* [3:09] Put out a sh*tload of content
* [7:13] Capture + modify + amplify + perpetuate
* [11:36] Be a student of your calendar
* [16:18] Ask and…
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Oct 27, 2020
Marketing a Nonprofit
Is marketing a nonprofit different from any other business? According to Karen Ramchuk—The Executive Director of the Women in Need Society (WINS)—it is different. It isn’t just about marketing the best price and the best product. It’s also about marketing that WINS thrift stores support women and children living in poverty. They aren’t using the enterprise to pay their employees. All of the proceeds go into community programs. It’s about building awareness and connecting with an audience. She shares the ins and outs of marketing a nonprofit in this episode of Content Callout. Outline of This Episode
* [1:00] Know your audience inside and out
* [2:56] Having clear and concise brand value
* [4:13] How to craft consistent messaging
* [5:50] What is the Women in Need Society?
* [12:51] How to market as a not-for-profit
* [15:19] How WINS pivoted during COVID
* [18:55] WHY all not-for-profits need to diversify
* [22: 00] How to donate to the WINS
* [22:52] The…
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Oct 20, 2020
Why Salespeople NEED to Think Like Marketers
Why do salespeople need to think like marketers? What training do they need to be more successful in engaging with prospective customers? How can marketing collaborate with their sales teams for a more effective process? Bernie Borges jumps on this episode of the Content Callout podcast to share his take. Bernie is a co-founder and Chief Customer Officer at Vengreso. He is one of the top 50 content marketing influencers and 60 best marketing speakers and social marketing influencers in the world. Don’t miss his expert take on the world of content marketing. Outline of This Episode
* [1:40] Bernie’s rapid-fire actionable tactics + strategies
* [2:51] The difference between salespeople and marketers
* [3:48] How to equip salespeople with valuable content
* [5:23] What marketers must include in content
* [6:27] Your buyer’s pain point might be you
* [10:58] The concept of essential marketing
* [12:15] The Modern Marketing Engine podcast
* [15:40] How to connect with…
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Oct 13, 2020
Chinae Alexander Shares the TRUTH About Influencers
Chinae Alexander wanted to be in fashion her entire life. So she was ecstatic when she got an internship at Nylon Magazine. But as much as she enjoyed it, she didn’t find the fashion industry fulfilling. She knew it wasn’t for her. So she answered a craigslist ad for a marketing coordinator position. She had zero qualifications for the job. But in the interview, she said “If you give me a shot for 3 months and I fail, I’ll find you someone to replace me.”
She stayed there for 8 years. 8 years in, her boss fired her and said “I can’t pay you what you’re worth, you need to be an entrepreneur.” It was the kick in the pants that she needed. She started an event-planning company and also applied to do social media for a fitness company. She created an Instagram account and had around 300 followers at that time of the interview. She didn’t get the job—but she enjoyed the small community she had built. So she kept posting on Instagram while she was building her event pl…
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Oct 6, 2020
Turn Your Win-Slides into Win-Stories
There is often a complete disconnect between marketing and sales. Salespeople need to be armed with the right content and the right information to do their jobs right. How can marketers help them do that? What should that narrative look like? David Priemer—a complete master of sales—shares his insight, experience, and strategies in this episode of Content Callout. If you’re ready to create a more compelling sales experience for your customers, don’t miss this episode! Outline of This Episode
* [1:39] Rapidfire actionable tactics + strategies
* [2:30] Lose win-slides and use win-stories
* [5:03] Move away from academic and abstract
* [8:23] Arm your sales team with the right content
* [10:26] Tactics to ensure your sales team is confident
* [17:20] David’s final words of wisdom Resources & People Mentioned
* David’s Book: Sell the Way You Buy Connect with David Priemer
* Cerebral Selling
* Connect on LinkedIn
* Follow on Twitter Connect With the Con…
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Sep 29, 2020
Mike Morrison: The Reluctant Influencer + Content Genius
Mike Morrison never set out to become a successful influencer. His blog was born out of a desire to do what he loved: write. He never imagined he’d make money with it. But it snowballed into some incredible opportunities—including being a TV producer for Breakfast Television for four years.
But Mike began to make money with his blog, and eventually took the leap and left his full-time job to become a full-fledged influencer. Now, Mike is hesitantly famous. He writes frequently on his blog, founded Bloggity Inc., and runs the Social at Home Conference. To hear his incredible journey and what you can do in the influencer world, give this episode of Content Callout a listen. Outline of This Episode
* [0:40] Mike’s entrepreneurial journey
* [3:05] Mike’s local celebrity status
* [6:19] Is the influencer market saturated?
* [8:16] How Mike feels about the term “Influencer”
* [10:29] What if you WANT to be an influencer?
* [14:11] Mike advocates for what he believe…
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Sep 22, 2020
How to Build a Stellar B2B Content Strategy
What is the difference between just creating content and creating direct response funnels? How should you build out a B2B content strategy? How does keyword cannibalism come into play? You need to create an environment for SEO to flourish paired with powerful content. How do you do that?
In this episode of Content Callout, Aaron Orendorff—The VP of Marketing at Common Thread Collective—shares a simple and effective way to immediately boost your rankings, build better content, and keep your brand relevant. Outline of This Episode
* [2:31] 3 ways to instantly change your results
* [5:24] They KEY to Aaron’s popularity
* [9:12] Creating content OR direct response funnels
* [15:13] What in the world is offloading aggressively?
* [19:51] How to know when Upwork is working
* [21:36] SEO cannibalism: the full discussion
* [27:06] The intersection of “Content is King” and Video
* [31:57] How to connect with Aaron Orendorff Resources & People Mentioned
* Superme…
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Sep 15, 2020
MillZ Marketing with Christine King, Ep #7
What in the world is “MillZ marketing?” How is it changing the landscape in the marketing world? “MillZ” is the term that has been coined for the mash-up of millennials and Generation Z. Christine King—the Director of Digital Marketing at Tealbook—shares some insight into the ever-evolving world of marketing. There’s been a distinct shift towards social marketing, heavily influenced by the MillZ generation. What should your marketing strategy look like? How will the world shift moving forward? Listen to this episode of the Content Callout podcast as Amanda, Kayla, and Christine discuss the future of marketing. Outline of This Episode
* [1:11] Christine’s role at Tealbook
* [2:39] Unpacking the un-sexy parts of marketing
* [4:53] Reimagining marketing in a Millennial world
* [9:21] The “Death by Jeff” phenomenon
* [12:10] How brick-and-mortar need to shift
* [17:21] Marketing to the “New” experience
* [21:30] Societal marketing with B2B businesses…
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Sep 8, 2020
Pump Up the Volume with Brody Dorland
How can you pump up the volume with your main content channel? Why do you need to know your buyer’s journey inside and out? Are you focusing on the platform that gives you the most amount of traction? How is artificial intelligence going to help content marketers be more efficient? OR will it hurt freelancers and developers? Brody Dorland—the Co-Founder of DivvyHQ—answers all of these questions and more in this episode of Content Callout. Outline of This Episode
* [1:46] The importance of the buyer’s journey
* [6:37] Filling gaps in the buyer’s journey
* [9:10] How to create a shift in mindset
* [10:52] The silos that exist in big companies
* [15:38] The progression towards AI-driven content
* [20:55] The concept of virtue signaling
* [24:17] Cancel Culture: propagating fear
* [29:20] How to connect with Brody and DivvyHQ Resources & People Mentioned
* DivvyHQ
* OpenAI GPT-3 Connect with Brody Dorland
* Follow on Twitter
* Connect on LinkedIn C…
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Sep 1, 2020
Humanize Your Brand with Carlos Gil’s Counter-Culture Approach
Why are you—or your brand—on social media? What’s your plan? Purpose? Objective? Many marketers get caught up in metrics that don’t matter, such as views and likes. Carlos Gil—CEO, keynote speaker, author, and social media consultant—points out that social media is a giant, noisy, digital ocean. If those “views” and “likes” aren’t driving conversions, then it’s time to move another direction with your marketing. But what direction do you take? What should the point of social media marketing be? Listen to this episode of Content Callout to hear Carlos share his thoughts. Outline of This Episode
* [1:54] Carlos’ 3 rapid-fire tactics + strategies
* [2:58] Veer away from textbook marketing
* [6:23] How we’ve gotten off-track with social media
* [9:33] Marketers fall in love with useless metrics
* [14:39] How to engage with and create brand champions
* [20:25] What do you want to be known for?
* [27:14] How to connect with Carlos and his brand Res…
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Sep 1, 2020
Jeanniey Walden’s ‘Weekend Words’ Marketing Strategy
How do we adapt our marketing to use “Weekend Words”? How do we incorporate data-driven storytelling into our marketing strategy? How important is personal branding for a marketer? In this episode of Content Callout, Jeanniey Walden—the Chief Innovation and Marketing Officer at DailyPay—points out that we focus so much on building other people’s brands that we forget to build our own brands. She emphasizes the necessity for authenticity and relatability and how to build it into our marketing strategy. She offers an inspirational take on the marketing process—and shares how to implement “Weekend Words” into your marketing. Don’t miss it! Outline of This Episode
* [2:20] Why you should strive to embody AIR
* [4:10] How to tactically build authenticity into marketing
* [6:57] Weaving Weekend Words into SEO
* [8:51] How to retain relevance in your space
* [11:05] Why you want to be like GaryVee
* [14:45] Why you should embrace data-driven storytelling
* [17…
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Sep 1, 2020
Embracing Data-Driven Marketing
Do you understand the importance of data-driven marketing? Do you have a surefire way to track leads to see where they originated? Do you know how to motivate your team with OKRs? Andrea Kayal—the Chief Marketing Officer at Electric—joins this episode of Content Callout to share her marketing tactics. On top of all of the marketing genius that she shares, Andrea also lays out how she uses the concept of Radical Candor to bring out the best in her team. Don’t miss this tactical episode! You will want to hear this episode if you are interested in...
* [2:21] Bizible: A technology Andrea can’t live without
* [4:44] Tracking marketing leads: both fascinating and difficult
* [6:26] Why do you need to know where your leads originated?
* [8:47] WHY Electric is exploding in the IT space
* [11:28] Measure marketing and sales forecasts separately
* [12:34] Why testing is SO important in marketing
* [14:10] The importance of ‘Objectives and Key Results’ (OKRs)
* [17:…
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Sep 1, 2020
How to Restore the Soul of Business
What does Rishad Tobaccowala mean when he talks about restoring the soul of business? How does that change things from a marketing perspective? COVID-19 has brought about a radical shift in the world—not just in business. So in this episode of Content Callout, Rishad Tobaccaowala talks about what’s changing in the world of marketing and how marketers must change and adapt as the world does.
Rishad Tobaccowala has been in the marketing industry for 40+ years. He ended his formal career as the Chief Growth Officer at Publicist Group. Now, Rishad is an advisor, author, educator, and speaker focused on change, innovation, and re-invention. In this episode, he shares incredible insight from his book, Restoring the Soul of Business: Staying Human in the Age of Data. Don’t miss it! You will want to hear this episode if you are interested in...
* [1:43] 3 Actionable tactics + strategies
* [3:46] Build a competitive product that could destroy you
* [6:29] How should we change or s…
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