The Content Experience Show

Closing out the final episode of the Content Experience Show Podcast is Jay Baer, Founder of Convince & Convert, with a look at the evolution of podcasts.

Special thanks to our sponsors:

In This Episode

  • Origin stories from the early days of Content Pros, the Content Experience Show's predecessor.
  • Why podcasts have succeeded as a content form, according to Jay.
  • Stand-out guests and moments from the show's history.
  • The four major trends emerging in podcasting right now.
  • Why the "TV season" approach to content creation is taking off at this point in the evolution of podcasts.
  • What's next for Randy, Anna, and Jay, including details on upcoming Convince & Convert programming.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: What_Marketers_Can_Learn_from_the_Evolution_of_Podcasts.mp3
Category:content marketing -- posted at: 3:00am EDT

Tyler Lessard, VP Marketing at Vidyard, joins the Content Experience Show Podcast to share insights on the right way to approach marketing personalization.

Special thanks to our sponsors:

In This Episode

  • Why over-digitization can be an obstacle to authentic relationship building.
  • The most common pitfalls Tyler sees in marketing personalization.
  • Why common surface-level personalization strategies no longer cut it for today's savvy customers.
  • Examples of how Vidyard gets personal in their marketing.
  • When to buckle down and educate versus when to showcase your brand's human side.
  • Secrets to successful one-to-one video marketing.

Resources

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Direct download: An_Experts_Guide_to_Successful_Marketing_Personalization.mp3
Category:content marketing -- posted at: 3:00am EDT

April Dunford (author, speaker, and CEO of Ambient Strategy) joins the Content Experience Show Podcast with expert advice on product positioning.

Special thanks to our sponsors:

In This Episode

  • Sure-fire signs your positioning needs clarification.
  • Why marketing cannot own positioning by itself.
  • How to identify your "competitive comparable."
  • Why your customers—not your C-suite—are often the best at articulating what your brand does best.
  • A case study in positioning done right.
  • What larger companies can do that startups cannot when changing positioning.

Resources

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Direct download: Is_Your_Brand_Thinking_About_Positioning_the_Right_Way.mp3
Category:content marketing -- posted at: 3:00am EDT

In the final “Pardon the Marketing” episode of the Content Experience Show, podcasting pros Randy Frisch and Anna Hrach trade takes on podcasting trends.

Special thanks to our sponsors:

In This Episode

  • The merits of both short- and long-form podcasts.
  • Why some podcast listeners subscribe and commit, while others browse for one-off episodes every time they tune in.
  • When, where, and how Randy and Anna listen to podcasts.
  • Why some listeners prefer guest-centric podcasts versus podcasts focused on recurring hosts.
  • Why advertising in podcasting might not feel as annoying to your listeners as you might think.
  • A peek at what's next for Randy and Anna.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: What_Podcasting_Pros_Want_from_Their_Podcasts.mp3
Category:content marketing -- posted at: 3:00am EDT

Mathew Sweezey, Principal of Marketing Insights at Salesforce, joins the Content Experience Show Podcast to discuss optimizing experience for your audience.

Special thanks to our sponsors:

In This Episode

  • The three questions you should be asking your audience after they engage with your content.
  • Shocking research about how most marketers are approaching experiences.
  • Why surveys alone won't cut it when it comes to gathering experience data.
  • Where to start when revamping your experiences.
  • The case for a Chief Experience Officer.
  • Who should own the customer journey map.
  • A preview of Mat's upcoming keynote at Conex 2019!

Resources

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Direct download: Why_Youre_Probably_Approaching_Experience_All_Wrong.mp3
Category:content marketing -- posted at: 3:00am EDT

John McAlpin, SEO Director at Cardinal Digital Marketing, joins the Content Experience Show Podcast to discuss key ingredients of a successful SEO strategy.

Special thanks to our sponsors:

In This Episode:

  • What Google values most right now when it comes to search ranking.
  • How to tailor your content for the best shot at becoming a featured snippet.
  • Why your best-performing pages need a "hook," not just a solid place in the rankings.
  • Tips for crafting search-friendly copy.
  • When domain authority matters, and when it doesn't.
  • How creating custom skills for smart home devices impacts your visibility in voice search.

Resources:

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Direct download: Yes_SEO_Strategy_Still_Matters_for_Marketers.mp3
Category:content marketing -- posted at: 3:00am EDT

Jon Miller, CEO and Co-Founder of Engagio, joins the Content Experience Show Podcast to discuss staying relevant in the era of account-based marketing.

Special thanks to our sponsors:

In This Episode:

  • The most meaningful ways lead generation has changed in the last 15 years.
  • The difference between being a lead-focused marketing team and an accounts-focused team.
  • Why your post-sale marketing strategy is more important than ever.
  • Insight on crafting personas for account-based marketing.
  • How Alexa and Google Home could eventually change B2B content marketing.
  • Real-world examples of well-executed account-based marketing.

Resources:

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Direct download: What_the_Rise_of_Account-Based_Marketing_Means_for_Your_Team.mp3
Category:content marketing -- posted at: 3:00am EDT

Qualcomm's Jessica Jensen and Synchrony's Tuck Ross join the Content Experience Show Podcast to share tips for creating meaningful organizational change.

Special thanks to our sponsors:

In This Episode:

  • The importance of "soft skills" in building healthy, effective teams.
  • How to hire a balanced team.
  • Why word of mouth is still so powerful in hiring.
  • Case studies from organizations who resisted organizational change or fumbled when adopting a new strategy.
  • Tips for introducing change to an organization that isn't fully ready for it.
  • Advice for staying open to change on a personal level.

Resources

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Direct download: How_to_Create_Meaningful_Organizational_Change.mp3
Category:content marketing -- posted at: 3:00am EDT

Madeline Caldwell, Marketing Director at DuClaw Brewing Co., joins the Content Experience Show Podcast to discuss brand building at a craft brewery.

Special thanks to our sponsors:

In This Episode:

  • How to build a brand in a crowded niche.
  • What a craft brewery's product development timeline looks like.
  • The key to navigating a highly regulated industry.
  • Why craft beer brands function as "local" businesses in more ways than one.
  • Why DuClaw listens to marketing ideas from all levels of its business.
  • Madeline's favorite marketing moments from her time with DuClaw.

Resources

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Direct download: Brand_Building_Lessons_from_the_World_of_Craft_Beer.mp3
Category:content marketing -- posted at: 3:00am EDT

Jenny Magic, Analyst at Convince & Convert, joins the Content Experience Show Podcast with a seven-step guide to building your content marketing strategy.

Special thanks to our sponsors:

In This Episode:

  • Why the "crash diet" approach to building a marketing strategy is hurting your business.
  • The long-term benefits of documenting your goals.
  • Tips for identifying the one thing your business does better than your competitors.
  • Why defining your metrics should be one of the first steps in your marketing strategy.
  • The pitfall of personas when defining your audience.
  • An audience research strategy that brings your marketing and sales teams into better alignment.
  • How a content calendar can help you create more content with less.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: Where_to_Start_When_Building_Your_Content_Marketing_Strategy.mp3
Category:content marketing -- posted at: 3:00am EDT

In this "Pardon the Marketing" edition of the Content Experience Show, co-hosts Randy Frisch and Anna Hrach debate the most annoying marketing tactics.

Special thanks to our sponsors:

In This Episode:

  • The worst things about full-page takeover ads.
  • What makes some LinkedIn spam messages worse than others.
  • Thoughts on Google Home, privacy, and where smart speakers should and shouldn't be.
  • Theories on what makes Instagram ads more tolerable than other social ads.
  • Components of a strong CTA.
  • How marketing personalization changed the game (and upped the difficulty) for salespeople.
  • The pros and cons of other controversial marketing tactics like direct mail, unskippable YouTube ads, and movie previews.

Resources

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Direct download: Is_Your_Brand_Guilty_of_These_Annoying_Marketing_Tactics.mp3
Category:content marketing -- posted at: 3:00am EDT

Mark Schaefer, keynote speaker and author of Marketing Rebellion, joins the Content Experience Show Podcast to discuss the consumer revolt against marketing.

Special thanks to our sponsors:

In This Episode:

  • The seismic shift in consumer behavior that marketers around the world are feeling.
  • How technology has warped our ability to meet customers' needs.
  • Why "personalization" isn't always "personal."
  • A case study from a brand that's succeeded by centering the customer as marketer.
  • Insights on where to focus your efforts as ownership of your own marketing slips further and further out of your control.
  • Why the consumer rebellion against advertising is destined to succeed.

Resources

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Direct download: Brace_Yourself_for_the_Marketing_Rebellion.mp3
Category:content marketing -- posted at: 3:00am EDT

Laura Hnatow, Sea Bags' VP of E-Commerce & Marketing, joins the Content Experience Show Podcast to discuss building a brand through mission-based marketing.

Special thanks to our sponsors:

In This Episode:

  • What mission-based marketing looks like for a retail brand.
  • How sustainability shapes Sea Bags' marketing messaging.
  • What makes Sea Bags' brand story video so moving.
  • How the Sea Bags team collaborates effectively across departments.
  • Strategies for activating your audience on social media in service of your brand's mission.

Resources

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Direct download: How_Mission-Based_Marketing_Activates_Your_Audience.mp3
Category:content marketing -- posted at: 3:00am EDT

Kathy Klotz-Guest, CEO of Keeping it Human, joins the Content Experience Show Podcast to discuss what businesses get wrong about building their brand story.

Special thanks to our sponsors:

In This Episode:

  • Why it's okay if your brand story changes over time—and why it's a cause for concern if it doesn't.
  • The red flags that indicate you're telling the wrong brand story.
  • Why businesses should share more stories about failure.
  • How to identify and fix "story gaps."
  • The overlooked skills that will help your team start telling better stories.
  • Why Kathy left corporate marketing to become a storytelling strategist.

Resources

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Direct download: Is_Your_Business_Telling_the_Wrong_Brand_Story.mp3
Category:content marketing -- posted at: 3:00am EDT

Special thanks to our sponsors:

In This Episode:

  • How experiential content differs from traditional content marketing.
  • Why successful brands are already shifting their focus from generating static content to crafting experiences.
  • How consumer expectations for brand content have evolved since the early days of the content marketing boom.
  • Three in-depth examples of experiential content in action.
  • Ideas to jumpstart your marketing team's experiential content brainstorming.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: Why_Smart_Marketers_Are_Embracing_Experiential_Content.mp3
Category:content marketing -- posted at: 3:00am EDT

Special thanks to our sponsors:

In This Episode:

  • Why friction is the enemy of business success.
  • Case studies of businesses that identified high-friction customer experiences and innovated to make them effortless.
  • The surprising reasons why businesses sometimes fight change and refuse to innovate.
  • How friction manifests inside your organization (and loses you money).
  • Tips for calling out organizational friction on the job.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: How_Friction_Is_Killing_Your_Marketing_Success.mp3
Category:content marketing -- posted at: 3:00am EDT

In this special episode of the Content Experience Show, co-hosts Randy Frisch and Anna Hrach trade opinions on event marketing and conference programming.

Special thanks to our sponsors:

In This Episode:

  • The benefits and drawbacks of multitrack conference programming.
  • What industry strategists versus practitioners offer conference attendees.
  • The most effective and enjoyable post-conference networking and social events, from two pros who've seen it all.
  • Things to consider when selecting the "voice" of your event (whether an onstage emcee or over-the-air announcer).
  • What small, intimate conferences provide attendees that major, big-budget conferences cannot.
  • Randy and Anna get one minute each to hype their hometowns in a Phoenix versus Toronto showdown.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: What_We_Love_and_Hate_in_Event_Marketing.mp3
Category:content marketing -- posted at: 3:00am EDT

Allie LeFevere and Lyndsay Rush, Founders of Obedient, join the Content Experience Podcast to discuss strategies for using humor in content marketing.

Special thanks to our sponsors:

In This Episode:

  • Common pitfalls for brands attempting to bring humor or relevance to their messaging.
  • The fascinating tool Allie and Lyndsay use when shaping a client's brand voice.
  • Two case studies showcasing how Obedient brought levity to two surprising product spaces.
  • The problem with using irreverent brand messaging before you've earned it.
  • The importance of consistency and through-lines when developing a brand personality.
  • Allie and Lyndsay's advice for maintaining a fresh, authentic brand voice.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: The_Right_Way_to_Use_Humor_in_Content_Marketing.mp3
Category:content marketing -- posted at: 3:00am EDT

Mat Zucker, Partner at Prophet, joins the Content Experience Podcast to discuss what a stellar About Us page can do for your brand.

Special thanks to our sponsors:

In This Episode:

  • The five archetypes of About Us pages (and how to identify which archetype your page most resembles).
  • What your About Us page offers your audience that your other pages, profiles, and digital properties cannot.
  • What Mat learned from analyzing About Us pages from the world's top companies.
  • Where to start when honing your brand identity and voice.
  • How your homepage and About Us page serve different functions in your business's web presence.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: How_to_Craft_the_Perfect_About_Us_Page.mp3
Category:content marketing -- posted at: 3:00am EDT

Jonathan Crossfield, Editor of CCO Magazine, joins the Content Experience Podcast to discuss what marketers must embrace (and avoid) in content writing.

Special thanks to our sponsors:

In This Episode:

  • The biggest mistakes writing teams make today. (Hint: They're the same mistakes writing teams were making a decade ago.)
  • The danger of chasing "silver bullets" in content writing.
  • The crucial (and overlooked) differences between editor and writer, and editor and proofreader.
  • Why and how CCO Magazine transitioned from being a print to a digital publication.
  • Why undervaluing editors and editing undermines the value of your content—and how your audience can tell.

Resources

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Direct download: What_Makes_and_Spoils_Great_Content_Writing.mp3
Category:content marketing -- posted at: 3:00am EDT

Kieran Flanagan, VP of Marketing and Growth at HubSpot, joins the Content Experience Podcast to discuss the need for alternatives to "hacking" content.

Special thanks to our sponsors:

In This Episode

  • Why HubSpot split its content teams into "mind" and "heart."
  • How HubSpot's historical optimization program keeps older content as current and relevant as possible.
  • Strategies for creating an emotional response to your brand.
  • Hard truths about the short-sightedness of "growth hacks."
  • How HubSpot optimizes its "freemium" offerings to attract more and better leads.
  • The two most common things teams overlook when running experiments on their marketing strategies.

Resources

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Direct download: Why_Its_Time_for_Marketers_to_Stop_Hacking_Content.mp3
Category:content marketing -- posted at: 3:00am EDT

Bryan Phelps, CEO of Big Leap, joins the Content Experience Podcast to discuss what marketers get wrong about integrating content strategy and SEO.

Special thanks to our sponsors:

In This Episode

  • The decline of keyword stuffing and its impact on content creation.
  • Why you probably don't need to panic about duplicate content.
  • How SEO's role in marketing is evolving.
  • The truth about Google's approach to penalizing content.
  • Why SEO should play a vital role in content creation from the beginning.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: Why_Its_Time_to_Unite_Your_Content_Strategy_and_SEO.mp3
Category:content marketing -- posted at: 3:00am EDT

Blake Snow, author of Log Off, joins the Content Experience Podcast to discuss how logging off and offline rest foster creativity in digital marketers.

Special thanks to our sponsors:

In This Episode

  • The experience that awakened Blake to the life-changing effects of logging off.
  • How periods of boredom help us process ideas and nurture our creativity.
  • Five truths for building successful, memorable content.
  • Advice for creating meaningful work in the most crowded media market in recorded history.

Resources

Visit contentexperienceshow.com for more insights from your favorite content marketers.

Direct download: How_Logging_Off_Makes_You_a_More_Productive_Content_Marketer.mp3
Category:content marketing -- posted at: 3:00am EDT

Tom Webster, VP of Strategy and Marketing at Edison Research, joins the Content Experience Show to discuss the rising popularity of smart speakers and how to succeed as a brand in voice search.

 

Special thanks to our sponsors:

 

In This Episode

  • How smart speakers have changed behavior and media consumption
  • How smart speakers became one of the fastest growing trends in consumer technology
  • How the marketing landscape has changed with the rise of voice search capabilities
  • Why a strong brand off device means a strong brand on device with smart speakers

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: How_to_Be_Helpful_and_Trustworthy_in_Voice_Search.mp3
Category:content marketing -- posted at: 3:00am EDT

Robert Rose, self-described Chief Troublemaker at The Content Advisory, joins the Content Experience Show to discuss the importance of a documented content strategy and why you must invest in the long term.

 

Special thanks to our sponsors:

 

In This Episode

  • Why a documented content strategy is crucial
  • Why content marketing is a long term investment
  • Why the content experience should come before format in the content strategy
  • How to determine whether or not various marketing efforts should continue
  • How Netflix and YouTube have affected the world of video content

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Why_Your_Business_Must_Have_a_Documented_Content_Strategy.mp3
Category:general -- posted at: 3:00am EDT

Randy Frisch (Co-Founder, CMO, and President of Uberflip) becomes the guest in this special Content Experience Show, to discuss his new book F#ck Content Marketing and why personalized experiences should be the goal.

 

Special thanks to our sponsors:

 

In This Episode

  • How Randy and his team decided to title his new book
  • Why the experience of interacting with your content matters
  • How to develop a content experience framework
  • How to personalize your experience
  • How to systematically organize your content

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Why_Randy_Frisch_Says__Fck_Content_Marketing_.mp3
Category:content marketing -- posted at: 3:00am EDT

Emma Pearce, Head of Event Content, Global Portfolio at SaaStock, joins the Content Experience Show to discuss the importance of being a curator, not a creator, when organizing content for events.

 

Special thanks to our sponsors:

 

In This Episode

  • Why event content is uniquely different from content marketing
  • Why being the head of content for events is not being a content creator
  • How to balance known experts with up-and-comers when putting together content for events
  • How to get more out of the content once the event is over

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Why_Content_for_Events_Is_All_About_Curation.mp3
Category:content marketing -- posted at: 3:00am EDT

Chris Lynch, Chief Marketing Officer at Cision, joins the Content Experience Show to discuss the evolution of earned media in the social media landscape.

 

Special thanks to our sponsors:

 

In This Episode

  • How Cision manages content during acquisitions
  • Why the lines are blurring between earned media and paid media
  • Who should be responsible for maintaining a consistent voice with earned media
  • Why Cision is hiring a VP of Earned Media Management
  • When you should launch a press release

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: How_to_Manage_Earned_Media_When_the_Lines_Are_Blurring.mp3
Category:content marketing -- posted at: 3:00am EDT

Neil Crist, Head of Product and Engineering at Moz, joins the Content Experience Show to discuss the ins and outs of local search and why just showing as a result is not enough.

 

Special thanks to our sponsors:

 

In This Episode

  • How local search is evolving in the greater scheme of search optimization
  • Why your business needs a detailed Google profile
  • How to ensure that your business is visible in local search results
  • Why there is more to local search optimization than simply showing up

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Why_Local_Search_Is_About_More_Than_Showing_Up.mp3
Category:content marketing -- posted at: 3:00am EDT

Jaycen Thorgeirson, Founder and CEO of UviaUs, joins the Content Experience Show to discuss building emotional connections through experiential marketing.

 

Special thanks to our sponsors:

 

In This Episode

  • How to define “experiential marketing”
  • Why moods are contagious
  • Why B2B interactions can be fun
  • Why people connect with emotion over production quality

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Why_Emotion_Is_Key_in_Experiential_Marketing.mp3
Category:content marketing -- posted at: 3:00am EDT

In this special episode of the Content Experience Show, co-hosts Randy Frisch and Anna Hrach discuss ten of the top marketing trends and where they are heading in the new year.

 

Special thanks to our sponsors:

 

In This Episode

  • Personalization
    • Artificial Intelligence and intent data
    • Video
    • Chat bots
    • Account based marketing
    • Customer intelligence
    • Direct marketing
    • Experience driven content
    • Voice search
    • Influencer marketing

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: Where_These_Top_Ten_Marketing_Trends_Are_Heading_in_2019.mp3
Category:content marketing -- posted at: 3:00am EDT

Lauren Teague, Strategist at Convince & Convert, joins the Content Experience Show to discuss strategies for engaging through real-time content.

 

Special thanks to our sponsors:

 

In This Episode

  • Why social marketing for sports requires a much more nimble approach than traditional marketing
  • How Lauren and her team strategize real-time content
  • How to use real-time content to become part of the customer experience
  • How to prepare for real-time without being manufactured

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: How_to_Build_a_Real-Time_Content_Strategy.mp3
Category:general -- posted at: 3:00am EDT

Christopher Singlemann, Videographer at Loyola University Maryland, joins the Content Experience Show to discuss personalized video content and keeping authenticity first.

 

Special thanks to our sponsors:

 

In This Episode

  • How Loyola University’s video team functions as an “in house agency”
  • Why authenticity is the key regardless of production value
  • How Chris and his team handle captioning
  • How Chris developed a personalized video campaign for prospective students

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 


Bogdan Zlatkov, Content Marketing Manager of LinkedIn Learning Solutions at LinkedIn, joins the Content Experience Show to discuss using data to create useful content tied to your products.

 

Special thanks to our sponsors:

 

In This Episode

  • How Bogdan’s team at AdRoll responsibly used proprietary data to find trends in the Holiday Horror campaign
  • Why ebook downloads can be a deceptive metric
  • How LinkedIn keeps their content and products tied together in a way that benefits the customer

 

Resources

 

Visit contentexperienceshow.com for more insights from your favorite content marketers.

 

Direct download: How_to_Create_Useful_Content_That_Your_Customers_Want.mp3
Category:content marketing -- posted at: 3:00am EDT

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