CoSchedule started as an editorial calendar WordPress plugin created by an agency that co-founders, Garrett Moon and Justin Walsh, ran called Todaymade. Since then, CoSchedule has grown. Not only has the core content calendar gone through a lot of changes, but so has the company.
Today’s guest is Nathan Ellering, Head of Marketing at CoSchedule, which now offers multiple different product lines under one brand name. Nathan explains how CoSchedule made pivots and tackled some risks and challenges. His advice will help you navigate from being one company that makes one product and expand to one company that makes four products.
Some of the highlights of the show include:
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Quotes from Nathan Ellering:
“We're aiming to create experiences that help out people who really are being marketed to...from a customer service perspective. That's been really fun so far.”
”We were working a lot with bloggers and we discovered many years ago that marketers are starting to turn to blogging as a great way to do content marketing.”
“We identified the need that they had to just organize everything in one place. We say those words all the time. They really resonate with people.”
“We want every experience at CoSchedule to be a positive one and one that lasts a lifetime of you being a marketer.”
Why are marketers good at content production, but not so great at content distribution? They are judged based on how much work they get done, rather than the actual results that they produce. Also, content promotion with traditional channels is harder to do.
Today’s guest is Jonathan Gandolf from The Juice. He talks about a better way for content marketers to produce and distribute value. Curation is actually more powerful than creation.
Some of the highlights of the show include:
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Quotes from Jonathan Gandolf:
”What ends up happening is we create really compelling content, but then we end up going to the same channels and the same audience over and over and over again.”
“You hit this law of diminishing returns. You’re getting less returns out of that same audience. The only way to get more returns is to create more content. You end up on this hamster wheel of content creation.”
“Nobody, right now, is looking for more content. They’re just looking for the right content.”
“Curation is actually more powerful than creation.”
Generative Pre-trained Transformer (GPT-3) and artificial intelligence (AI) first made their way into the marketing industry last year. There's been a lot of talk about whether or not robots will take over content marketers’ jobs. Probably not, as long as they’re doing quality work. Machines like a degree of certainty.
Today’s guest is Jeff Coyle, co-founder and chief strategy officer at MarketMuse, an AI-driven content planning and strategy platform. He knows how AI is and will affect content marketing by making our jobs easier and our work better. What do content marketers need to know to prepare for the inevitable future?
Some of the highlights of the show include:
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Quotes from Jeff Coyle:
”Focus on the client and focus on our audience, even if they're not clients. How can they ensure that they're getting the most out of their investments in content?”
“The various aspects of artificial intelligence that influence writers’ jobs isn’t going away. It's only going to ramp up. But is it coming for their jobs? Not really.”
“Content already in many businesses has a two-order disconnect to value and revenue. Some people don't have the real value of content. They don't understand the true cost of content. They don't understand how it connects directly to revenue.”
“That's what AI can do. It can figure out those quick wins versus those infrastructure pieces, versus those risk avoidance pieces. It can actually help to define why you're writing.”
“if you go copy those people, you're sorely mistaken. That is one of the biggest pitfalls, and one of the biggest misconceptions of search engine optimization.”
Some marketers have side hustles to learn new skills, explore their passion projects, and make a little extra cash. Are you a marketer struggling to overcome challenges to be successful outside of your day job?
Today’s guest is John Bonini of Databox, a business analytics platform, and his side hustle, Some Good Content, a subscription-based marketing education product. John offers advice on how to find balance and avoid burnout with content marketing.
Some of the highlights of the show include:
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Quotes from John Bonini:
“You really enjoy and/or are passionate about a specific subject and you can’t not talk about it.”
“You get to play founder with none of the risk.”
“Most content advice, most content education, most content training is often too general to be helpful.”
“I just saw this gap between people wanting to get better at content and the content out there not really existing to help them do that.”
“When you start to get lost in those thoughts of, ‘I don’t know if this is viable,’ what you end up doing is, you start defaulting to busy work.”
When you’re in a leadership position, sometimes it’s hard to know who to ask or where to look when you need answers to questions and solutions to problems—especially because others expect you to have all the answers and solutions.
Today’s guest is Simon Berg, CEO at Ceros, an experiential content creation platform that empowers marketers and designers to create engaging, interactive, and immersive content experiences. Simon talks about what to do when forced to use your own critical-thinking and problem-solving skills instead of a paint-by-numbers playbook. Creativity matters!
Some of the highlights of the show include:
Links:
Quotes from Simon Berg:
“There’s a lot of feelings involved. Feelings of the people that you lead, and feelings as the leader.”
“I attempted to lead through, predominantly authenticity, being authentically myself, and then also, trying very hard to make sure that I was at the right time in the right ways leading through vulnerability.”
“Every single person in a position of leadership, or otherwise, is a human being, and human beings are fundamentally flawed.”
“Step forward and fight for what I believe made sense and have the courage to do the difficult thing.”
“You won’t find a chapter that says, ‘how to run a company in a global pandemic with civil unrest, economic crisis, and an insane president. It’s not in the book.”