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Actionable Marketing Podcast

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Now displaying: March, 2020
AMP178: How to Go Beyond Google and Facebook to Make Audience Research Your Content's Competitive Advantage With Rand Fishkin From Sparktoro 0
Mar 31, 2020

How can marketers make their content go beyond Google and Facebook for audience research to be a competitive advantage? The duopoly may monopolize your attention and saturate SEO and social media channels, but it doesn’t own Web and search marketing. 

Today’s guest is Rand Fishkin from SparkToro. He describes problems and solutions related to audience research. Rand’s insight continues to be inspirational and instrumental in many marketers’ careers.

Some of the highlights of the show include:

  • SparkToro’s Solutions: Pay-to-play frustration? Alternative channels are available
  • Broaden, Don’t Abandon Scope: Turbocharge marketing without spending much
  • Find the Right People: Scrape and scroll through shares on social platforms 
  • Speak the Language: In-jokes and memes won’t work, don’t make assumptions
  • Avoid Potential Pitfalls: Know, understand, measure, audit competitive landscape
  • Event Attendance for Audience Research: Don’t limit learning and consumption 
  • Formalized Practice: Turn intelligence into product features, data, and positioning 
  • What it takes to win? Position product’s story, language, and solutions
  • Product Content: Influencers earn amplification, engagement, and awareness
  • Narrow Niche: From reachable audience to ideal customers  
  • Purchasing Decisions: What makes qualified customers buy or not buy products? 

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AMP177: Which Influencer Marketing Tactics Should We Retire (and What You Should Do Instead) With Jamie Lieberman From Hashtag Legal 0
Mar 24, 2020

Influencer marketing is a multi-billion-dollar industry that continues to grow and shows no signs of slowing down. It’s a direct line to your customer base to grow your brand and gain insight about your products. 

Today’s guest is Jamie Lieberman, owner and founder of Hashtag Legal. Jamie describes specific do’s and don’ts of influencer marketing to avoid conflict with the Federal Trade Commission (FTC). Stay ethical and legal!

Some of the highlights of the show include:

  • Big Business: Influencer marketing shifted from blogs and brands to billions 
  • All Parties Involved: Transactions include influencers, agencies, and brands
  • Misconceptions: Influencers take any sponsored content and focus only on ROI
  • Best Practices: Quality over quantity, metrics, and analytics of sponsored content
  • Worst Tactics: FTC disclosures defeat trust between influencers and brands
  • Getting Started: Conduct research, learn from others, and find influencers
  • Do’s: Build authentic relationships and form true partnerships

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AMP176: Why Content Marketers Need to be Podcasting (And How to Get Started) With Craig Hewitt From Podcast Motor and Castos 0
Mar 17, 2020

Why should content marketers start a podcast? How are podcasts different from other content mediums? What does it take to make podcasts possible and sustain success? 

Today’s guest is Craig Hewitt from Podcast Motor and Castos. From first-hand experience, Craig understands how painful podcasting can be. It takes time, skills, and effort. He helps others get started to understand the value of podcasts.

Some of the highlights of the show include:

  • Biggest Challenges: How brands position content and podcast presence
  • Plan Ahead: Purpose of podcast, types of content, and brand positioning
  • Podcast Popularity: Effective content, earning potential, and making connections
  • Branded Content vs. Content for a Brand: What’s the difference? 
  • Podcast Perseverance: Be different to be successful or die in a sea of sameness
  • Audience Podcast Series: How to start a podcast? How to grow an audience?
  • Podcast Skepticism: Is it worth the investment? Why? Marketing toolbelt asset
  • Recommended Gear: Microphone, headphones, and pop filter
  • Measuring and Monitoring ROI Metrics: Depends on brand and podcast 

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AMP175: How to Create Successful Social Media Video Ads That Go Viral Using Quantitative Creativity With Travis Chambers From Chamber Media 0
Mar 10, 2020

How can marketers create successful social media video ads that go viral and generate intentional results via an iterative approach? There are no bad ideas!

Today’s guest is Travis Chambers of Chamber Media. He describes how to infuse social media video ads by using quantitative creativity. Why? What works is usually not what you think is going to work. 

Some of the highlights of the show include:

  • Chamber Media: Creates high-production social ads to 5X brand revenue growth
  • Chamber Media’s Secret Sauce: Create different types of profitable video ads
  • Chambers’s Career Choice: Writing on the wall that journalism was dead and TV was too competitive; decided on digital marketing  
  • Creative Ideation Process: 7 key foundational categories for ad types 
  • Formulaic Output and Focus Group Feedback: Hook, problem, solution, social proof, testimonials, reviews, calls to action, and then testing, testing, testing
  • Ad Campaign Workflow: Customer, problem, solution, product, and conversion
  • Creative is Creative: Randomness, less predictability consistently increase sales 
  • Main Mistake: Novice creatives come up with one good idea, cling to it, and refuse to let go

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AMP174: How to Drive 150% Traffic Growth Using the GRAP Framework With Nadya Khoja From Venngage 0
Mar 3, 2020

What is most content marketers’ biggest concern? Not getting enough traffic. The struggle is real. Why? Declining organic reach on social media and increased search competition. 

Today’s guest is Nadya Khoja, Chief Growth Officer at Venngage. Nadya developed a simple yet effective process known as the Goals, Research, Authority, and Promotion (GRAP) Framework. Venngage uses it consistently to create and promote content that boosts Website traffic and delivers results. 

Some of the highlights of the show include: 

  • GRAP Framework: What it is and how it works
  • Goals: Grow faster, get more links, and create better content for conversions
  • Research: What is search engine optimization (SEO)? What content gets best conversion rates, drives traffic? What keywords rank?
  • Authority: Brand mentions from credible sources, quality press links, and data-driven, unique, and compelling content
  • Promotion: Outreach, optimization strategies, content clusters, and backlinks 
  • Company Culture: Tie in themes and trends (i.e., Harry Potter and Game of Thrones) to give data a narrative
  • EAT: Google’s take on ranking content customers want to consume should include expertise, authority, and trust

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