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Allie Decker, David Ly Khim, Alex Birkett
The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.
Kitchen Side: How To Build an Audience with Content Marketing
This episode is part of our Kitchen Side series, where we pull back the curtain and share the behind the scenes conversations we have at our agency.We included Tommy Walker in this discussion to help us outline the difference between an audience, a community, and a customer. Together, we discuss ways to define your audience, nurture relationships, and leverage community in order to build your audience.Show TopicsKnow the difference between a buyer and a customerDistinguish the levels of your audienceStart with a core group of peopleNurture individual relationshipsGauge audience interestRefine your messageGround your content in dataBuild trustLeverage community to build your audienceTommy runs his own content marketing consultancy, The Content Studio. Follow Tommy Walker on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
49:2513/04/2022
Re-Building Trust in Your Brand with Margot Bloomstein
How can brands build trust with an increasingly cynical audience? Margot Bloomstein believes you can win over any audience by creating consistent, high-quality content. But in order to cut through the noise, you need to build a clear content strategy and be vulnerable. As the principal of Appropriate, Inc., a Boston-based brand and content strategy consultancy, a speaker, and an author, Margot has experience partnering with a range of organizations to deliver quality messaging, including Sallie Mae, Lovehoney, Scholastic, Fidelity, Harvard University, and the American Montessori Society.She talked to us about the nuances of building trust with increasingly distrustful audiences, prototyping in public, and focusing on consistency.Show TopicsMake good on content strategy through content marketingCreate message architecture from a content hierarchyUse the same wording as your clientsNurture confidence in your audienceAdvocate for solving problems through contentRespond to cynicism by building trustCut through the noiseGuide better decision-makingPrototype in publicFocus on consistencyCheck out Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust GapFollow Margot Bloomstein on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
45:3906/04/2022
Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine
In loving memory of Onita Simmonds. How do a grandmother’s life lessons apply to business? Ross Simmonds translates the life lessons he learned as a kid into core values that help his business and team members grow. As the Founder and CEO of the content marketing agency Foundation, Ross focuses on developing others, staying curious, and driving results for his clients. He talked to us about why it’s important to embrace a mindset of abundance, hire based on values, and stay true to yourself in order to succeed in both life and business.Show TopicsPractice, practice, practiceFocus on what you can controlEmbrace a mindset of abundanceBe okay with asking for helpHire based on valuesHelp others unlock their full potentialKnow when to say noCreate the content you want to consumeStay true to who you areRemember to market your contentWatch a video clip from this episode on our YouTube channel.Check out DREAM: The Distribution PlaybookFollow Ross Simmonds on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)](https://beomniscient.com/blog/dan-shure-evolving-seo/)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Omniscient DigitalListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
53:5501/04/2022
How SparkToro Approaches Growth & Productivity (Rand Fishkin)
Growth and productivity should not come at the expense of health and happiness. Rand Fishkin learned that the hard way with his first startup, Moz. When it came time to start SparkToro, he knew that he wanted to build a business differently. SparkToro is an audience research software tool that lets you discover the behaviors, demographics, and sources of influence for any online group.Startup hustle culture tries to teach us that sleep deprivation and good decisions can go hand in hand, but they can’t. There are plenty of studies that bust that myth. When you are in your best head space and health space, you can do your best work. In this episode, Rand discusses how he’s finding ways to grow a business without creating a stressful and unhealthy culture.Show TopicsDon’t put growth and productivity in front of health and happinessGet rid of micromanagingUse a different fundraising modelBuild brand and sources of influenceFind your way to your audience through relationshipsSpend less time on metricsDendrobates frogs (you’ll understand when you get there)Show Links Check out SparkToroFollow Rand Fishkin on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
56:2723/03/2022
How to Build a Content Engine & Media Company with Ronnie Higgins (Hopin)
Many modern companies claim to have an in-house media company, but they don’t. Being a media company is more than expanding content beyond a blog, or even adding a podcast and courses. That’s still just content marketing. When you build an in-house media company, you’re expanding into different content formats, but more importantly you’re looking at how they all work together. You’re looking to reach multiple demographics with a series of content and then turning that into a franchise. In this episode, Ronnie Higgins, Director of Content for Hopin, talks to us about how building an in-house media company is like creating the equivalent of the Marvel universe.Ronnie has a decade of content marketing experience. Previously, he worked at Eventbrite where he helped to build the content engine before scaling it globally. An advisor to startups, he is currently building a content engine and in-house media company from scratch at Hopin – one of the fastest growing SaaS companies around.Show TopicsConnect content together to build a media companyTake something familiar and make it newBuild cross-functional alignmentCreate sustainable contentFind your way to other people’s propertyWork with subject matter expertsShow Links Check out HopinFollow Ronnie Higgins on TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:09:1117/03/2022
How to Build an Audience-Driven Marketing Machine with Emily Marsh (Iconosquare)
Struggling to reach your target audience? You’re not alone.While the execution may be challenging, the secret is simple: listen to your customers.Emily Marsh joined us on The Long Game podcast to share her go-to marketing techniques to engage prospects.As a content manager and podcast producer at Iconosquare, an all-in-one analytics and management platform for social media marketers, building an audience-driven marketing machine is Emily’s bread and butter. She offered up some valuable insights on TikTok, SEO, and the best ways to approach audience-driven content.Show TopicsManaging and connecting with international teamsPositioning your content for advanced audiencesTargeting and segmenting international customersHow to use TikTok as a B2B marketerStructuring your day to mitigate burnoutShow LinksCheck out IconosquareFollow Emily Marsh on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), and many more.Some interviews you might enjoy and learn from:041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
44:1810/03/2022
Kitchen Side: Our Founders' Career Backgrounds, Greatest Accomplishments, and Biggest Regrets
The episode begins at 4:12 if you want to skip ahead, but first I'd I’d like to announce our Office Hours speaker line-up and topics for March 16th. Office Hours is our bi-monthly event where we get the best speakers and experts in content, SEO, and marketing to give 20 min practical talks for our audience.Michael Keenan, Co-Founder, Peak FreelanceThe Freelance Writing Trends of 2022 (And How To Act On Them) The freelance writing industry is moving at the speed of light. It's estimated there are over 204 million freelance writers globally, right now. As a writer at any experience level, keeping up with the changes isn't easy. Stay ahead of the curve with the most important freelance writing trends of 2022, according to experts and data from Peak Freelance.Adrienne Barnes, Founder, Best Buyer PersonaHow To Create A Buyer Persona You'll Actually Use Over 77% of marketers never use their buyer personas. It's time to create meaningful personas, with strong segmentation that can actually be used to create marketing campaigns, content, and copy. Join Adrienne as she shows her step-by-step process for creating meaningful personas you can put to use.Emma Siemasko, Founder, Stories By UsHow to Use Compelling Case Studies to Sell Your Stuff Most B2B and SaaS marketers know that case studies can help clinch deals. But many case studies are bland and lackluster. How can you create case studies that actually encourage prospects to convert? In this talk, Emma will share what makes a good case study, how to create one, and some ideas on how to best use them to fuel your marketing and sales process.Join us by registering here. If you can’t make it we’ll send you the recording and key takeaways.***Now, for this week’s episode. What do lemonade stands, freelance writing, and Greek philosophy have to do with starting a business? We connect the dots in this episode of our Kitchen Side podcast series. Kitchen Side is a series of the podcast where we take you behind the scenes at our agency, Omniscient Digital.Our Growth Content Marketer, Karissa, spearheads a discussion about our unique backgrounds and how we landed in content marketing, biggest accomplishments, lessons learned, and the legacies we want to leave behind. We also explore how to bring big ideas to life and take risks that align with your professional calling.Show TopicsFind your own way to creativityDon’t rely on external validationBuild solutions for pressing problemsTake risks that align with your callingUse work as a medium for personal growthMake a positive mark on your communityConnect with Alex on LinkedIn or TwitterConnect with David on LinkedIn or TwitterConnect with Allie on LinkedIn or TwitterConnect with Karissa on LinkedIn or Twitter Check out more episodes from our Kitchen Side series:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here:https://beomniscient.com/podcast/
55:3702/03/2022
Link-Building Tactics That Work, and more with Jeremy Moser (uSERP)
What can a career in SEO teach you about building relationships? Jeremy Moser believes that building genuine relationships with your industry peers and colleagues lays the foundation for trust, business partnerships, and growth. As the co-founder and CEO at uSERP, Jeremy helps high-growth SaaS brands gain visibility and traction through digital PR and SEO. He talked to us about the differences between digital PR and link building, link building tactics that actually work in today’s world, and how to build relationships by adding value.Show TopicsThe difference between digital PR and link buildingThe value of a linkLink building tacticsValue-driven pricingBuilding relationships by adding valueBrand-building through link buildingCheck out uSERPCheck out WordableFollow Jeremy Moser on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
47:4923/02/2022
Content Operations at Massive Scale with Natasha Nel (HackerNoon)
Are you making content because it’s meaningful or because the platforms demand that you keep feeding them more? Algorithms can hold us hostage. Soon we fall into a cycle of writing stuff because we’re stuck in a production cycle, not because it needs to be written. There’s a moral dilemma for content marketers. The platforms we use to create and promote our work are addictive for the users and chain us to grueling content schedules, but they’re also essential to our jobs. In this episode, Natasha Nel, VP of Growth for Hacker Noon, discusses how the site produces content and the steps she’s taking to break those bad cycles and focus on quality over quantity. Show Topics:Craft good headlines, not clickbaitPromote podcast with transcriptsStay present in the roomDon’t get held hostage by platformsBring quantity down, so quality can go upExperiment with microcopyCheck out Hacker NoonFollow Natasha Nel on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:03:1516/02/2022
Successful Go-To-Market Strategies with Alfie Marsh (Spendesk)
It’s our 50th episode! What a milestone. To celebrate, we’re giving away lifetime access to our Content Strategy Frameworks course to 2 winners. Congratulations Abass Sahrawi and Emma Fanning! We can’t thank you enough for listening. Now for this week’s episode. Finding career success is about more than just making more money. It’s about finding a career path where you’re motivated to put in hard work without crossing over into burnout. When you’re only in a job for the money, every challenge or difficult situation will push you to the brink. Alfie Marsh, head of U.S. GTM for Spendesk, said that the key to long-term success is finding work that aligns with your values and your skills. That way your goals and the job’s goals are in sync, and the hard times are manageable. In this episode, Alfie shares what he's learned about starting from scratch in new markets, how to aim for impact, and tips for growing a career.Show TopicsStart from scratch in new marketsStart with assumptions, but pay attention to feedbackHave ownership over what you createAim for outsize impactShare knowledgeAlign your work with your valuesCheck out SpendeskFollow Alfie Marsh on LinkedIn or TwitterAlfie’s Newsletter - Rocket GTMPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
46:0010/02/2022
In-Person, Virtual, & Hybrid Events with Rebecca Miller (Splash)
Rates and reviews really help our podcast reach new audiences. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at [email protected] or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997. What can a career in PR teach you about event marketing? Rebecca Miller believes that it builds the foundation for how to frame a story, a necessary skill for any content marketer. Rebecca uses her background in PR to inform how she approaches content creation as the Director of Marketing and Communications at Splash, an event marketing SaaS company. She talked to us about the importance of treating all content as integrated content, and how to operate as a lean team while adapting to a changing digital landscape.Show TopicsHow public relations helps content marketers frame a storyStructuring content to align all initiatives through integrated marketingOperating efficiently with lean marketing teamsAdapting to global changes through in-person, virtual, and hybrid eventsBuilding a brand voiceCheck out SplashFollow Rebecca Miller on LinkedInPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:09:0402/02/2022
Building High Quality Events with Vasil Azarov (Growth Blazers)
Real quick ask. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at [email protected] or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997. Rates and reviews help us grow and attract new guests, so we’d really appreciate it.With the pandemic forcing many businesses to shut down in-person conferences and events, companies have turned to a different avenue: virtual meetings. But tapping into technology requires a different approach than in-person event-planning if you want good engagement from your virtual attendees. Vasil Azarov of Growth Blazers is a growth marketing and startup event entrepreneur, who has produced over 500 in-person and virtual events, as well as built a 90K+ network of tech entrepreneurs and marketers. Formerly, he was also the founder of the Growth Marketing Conference, one of the leading growth marketing events in the industry. Now he is building Growth Blazers, a community for modern marketers.In our latest episode of The Long Game, Vasil shares his expertise on building a quality event experience, transitioning from in-person to digital, and how to build an online community that lasts.Show TopicsTake advantage of unexpected opportunitiesFocus on your agendaGet to know your communityOffer interaction to prevent webinar fatigueEncourage conversation within the communityCheck out Growth BlazersFollow Vasil Azarov on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
55:4026/01/2022
SEO as a Distribution Channel, and more with Mischa Vaughn (Webflow)
Real quick ask. Can you leave us a review on whatever podcast platform you’re using? If you do, let us know at [email protected] or tweet at us and we’ll enter you to win lifetime access to our Content Strategy Frameworks course, valued at $997. Rates and reviews help us grow and attract new guests, so we would really appreciate it.The word “content” is no longer sufficient for what it encapsulates. When people think of content, they think of blogs and social media channels. But in the modern world, content also includes branding, video, growth, and strategy too. Mischa Vaughn is the Director of Content at Webflow, and he thinks that we need a better word for what content has become. His unique view on content doesn't stop there. In this episode, Mischa discusses the role of SEO in distribution, how PR and content overlap, and why video content is king.Show TopicsView SEO as a distribution channelHave clear goals for SEO contentDon’t get bogged down by termsPR and content should collaborateDouble down on videoCreate shareable headlinesWhy we need a better word for contentCheck out WebflowFollow Mischa Vaughn on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:06:0321/01/2022
Tactical Tips to Move the Needle in SaaS Copywriting with Josh Garofalo (Sway Copy)
Good copywriting is about persuasion, not manipulation. It’s getting someone to do something that’s in their best interest through writing. And it’s the “best interest” part that’s important. Effective website copy moves people from Point A—where they are now—to Point B, where things will be better for them. SaaS Consultant & Copywriter Josh Garofalo has spent several years learning what does and doesn’t work when it comes to website copy with his business, Sway Copy. In this episode, he explains the human-centered tactics that are a win-win for both company and customer.Show TopicsPersuade, don’t manipulateLeverage tactics with empathyAmp up your testimonialsNail your headlines and keep features togetherPut your value first on your pricing pageShow what gaps you fillCheck out Sway CopyFollow Josh Garofalo on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:12:5512/01/2022
Building Competitive Marketing Content with Sam Chapman (Aprimo)
The ease of publishing content online means anyone can become a content creator with the click of a mouse. So how do companies make their content stand out in the endless sea of ad campaigns and marketing tactics? Sam Chapman is a content strategist, brand builder, and storyteller. As Content Director at Aprimo, he heads up brand experience and creative direction, and mapping content strategy to growth objectives. Sam has over a decade of experience in content operations, communications, and brand management for startup and global B2B tech organizations.In this episode, Sam gives us his thoughts on building competitive marketing content, the importance of thought leadership, and how to keep creatives from burning out.Show TopicsDon’t make content transactionalAdapt to non-linear strategiesDevelop authentic connectionsBuild an ongoing conversationPrioritize quality contentCheck out AprimoFollow Sam Chapman on LinkedIn Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:12:0305/01/2022
Why Content Marketing Should Sell... and More Lessons with Tyler Hakes (Optimist)
Marketing agencies are a dime a dozen, but Tyler Hakes wanted to build Optimist differently. Tyler found himself often frustrated that companies and agencies often play a game of telephone, never actually speaking with the people who were creating content on their behalf.That’s why Optimist functions as a collective of high-level freelancers of varying specialties, who come together to take content strategy for Optimist’s clients from end-to-end. In this episode, Tyler shared the lessons he’s learned over the past 5 years of running Optimist, and why he always thinks of content in terms of ROI-driving assets. Show TopicsA decentralized agency modelWhy strategy is more important than contentDon’t be scared to sellThink of your content as assetsCheck out OptimistFollow Tyler Hakes on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:23:3629/12/2021
How To Increase your Experimentation Wins with Andrew Anderson (ZenBusiness)
Many people think of testing and optimization as selecting one tactic and then seeing if it has a positive or negative impact. But that’s just validating ideas, and not the best way to maximize outcomes or profit. In fact, that approach has a less than 10% success rate in terms of winning experiments. According to Andrew Anderson, Head of Website Optimization Programs at ZenBusiness, the better way to experiment is to move from a validation mindset to a discovery and exploitation mindset. In this episode, Andrew explains what this tactic looks like and how it can be applied to websites, content, and growth. Andrew has been described as "The Most Passionate Optimizer in the World".He also touches on how and why he got into writing and blogging, and how he constructs articles which is completely different from the typical SEO model. It’s a really fascinating discussion. We hope you enjoy.Show TopicsHow an exploitation mindset increases your chances of successLearn from what doesn't work, not just what doesThe importance of discipline-based testingMeasure what’s relevant to your businessTie experimentation to growthShow Links Check out ZenBusinessFollow Andrew Anderson on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:04:1622/12/2021
How To Fuel Your Content Machine with Kevin Indig (Shopify)
If you have any familiarity with SEO, you’ve heard of EAT: Expertise, Authoritativeness, Trustworthiness. It’s part of the guidelines by which Google judges the effectiveness of its algorithm and a benchmark for content creators. Like anything else in the SEO world, people have tried to hack it, but in this episode of The Long Game, Kevin Indig, Director of SEO for Shopify, explains how to authentically establish trust in your content so that it inspires shares and links, and fuels your entire content machine. This episode is shorter than usual because it was part of our Office Hours series, a bi-monthly virtual event where we get the best speakers and experts in content, SEO, and marketing to give 20 min practical talks for our audience. Register for free.Show TopicsHave an SEO sandbox to experiment inCreate content only you can createBuild trust with backlinks and robust evidenceGive high quality recommendationsIncrease trust and authority with original dataIndividual growth leads to company growthShow Links Check out ShopifyCheck out Kevin-Indig.comFollow Kevin Indig on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
31:5115/12/2021
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
SEO is often presented as a huge checklist of things that need to be done before you can even consider hitting publish. Miss a step and your content will be dead on arrival. But the truth is some of those things can make a big impact on how content ranks, but some of it is just noise. Dan Shure, founder of Evolving SEO and host of Experts on the Wire, said good SEO comes down to paying equal attention to both the big picture of content—the structure and purpose—and the small details that make a difference. Getting too bogged down by one or the other will lead to content that flops. In this episode, Dan explains how he handles that balance and tunes out the rest. Tune in for a massive amount of actionable tips on SEO strategy.Show TopicsPay attention to the big picture and small detailsDon’t waste time on perfect if imperfect will doNail first sentencesLabel content typesFit the structure to the keywordPut SEO over promotionShow LinksCheck out Evolving SEOFollow Dan Shure on LinkedIn or TwitterListen to Dan’s podcast: Experts on the WireConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:27:5208/12/2021
040: From Journalism to Marketing and Keeping the Human Element in Mind with Chelsea Castle (Chili Piper)
Journalists often make the best marketers. That’s because journalists are trained to focus on the human element of a story, and good marketers understand what drives a human connection with content. According to Chelsea Castle, former journalist and Director of Content at Chili Piper, the best marketing doesn’t feel like marketing. She talked to us about how to keep the human on the other end in mind when creating content and shared the two things that all content marketers should stop doing to better engage with their audience.Show TopicsUse journalism skills in marketingCreate content with tangible takeawaysBalance analytics with other measuresCultivate content from the whole companyRethink gated content and the traditional SaaS funnelUse passive CTAsCheck out Chili PiperFollow Chelsea Castle on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
39:2901/12/2021
039: Impactful Case Studies with Emma Siemasko (Stories By Us)
Freelance content creators wear a lot of hats while working their day jobs: writer, business manager, and client liaison, to name a few. There is always a new skill to learn or process to polish up on. But it’s hard to know which areas freelancers should focus on when they’re trying to grow their skills. As the founder of Stories By Us and co-host of the podcast Freelance Writing Coach, Emma Siemasko knows a thing or two about finessing the freelance life. In this episode, she talks to Allie about how she creates awesome case studies for her clients, the merits of content journalism, and why creating a podcast is both important and fun. Show TopicsCultivate your managerial sideHave a goal in mindMinimize your toolsLearn from your communityBuild your business on relationshipsShow LinksCheck out Stories By UsFollow Emma Siemasko on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
42:2124/11/2021
038: Evolve Your SEO and Content Marketing with Ross Hudgens
When you think of content marketing, you probably think of blog articles and social media posts. But great content marketing goes beyond just words and includes the whole experience of copy, design, and frameworks. It’s all of the things that work in tandem with the writing. For Ross Hudgens, founder and CEO of Siege Media, the thing that has set his agency apart is its focus on good design. It’s what’s landed them bigger upmarket brands like Casper and Zillow. In this episode, Ross talked to us about how his agency puts an emphasis on UX design as well as how their approach to SEO has evolved over time to help their clients improve their rankings.Show TopicsEvolve your SEO from link building to designBuild passive link assetsSell brands on UX designMatch patterns in contentContent marketing is more than writingTest content on social media firstShow LinksCheck out Siege MediaFollow Ross Hudgens on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:24:3817/11/2021
037: Kitchen Side: What Should a Content Marketer Be Goaled On?
What should a content marketer be goaled on? This is a tricky question, as business goals and content marketing goals aren’t always one and the same. While content marketing initiatives do need to be strategized and held accountable in one way, shape, or form, the big question is: how? This topic was inspired by a Slack forum conversation where a content marketer was bemoaning being goaled on leads attributed directly to content. Their reasoning? That this type of revenue-driven goal clashed with a customer-focused approach, where some of the true value of content marketing lies. In this Kitchen Side episode, where we take you behind the scenes at our agency, we invited Tommy Walker to join us to think through what content goals make sense, and when. Listen in to hear our thoughts on long-term, goal-oriented thinking. Show TopicsRevenue is always the top priorityWhen to focus on organic trafficWhen to focus on return visitorsBusiness goals versus marketing strategyEvery goal has a tradeoffDon’t become a soul-sucking content farmTake risks and re-evaluateCheck out The Content StudioFollow Tommy Walker on LinkedIn or TwitterConnect with Alex on LinkedIn or TwitterConnect with David on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
57:2410/11/2021
036: Content Experimentation & Why a Formal Education is Not Required with Shanelle Mullin (Experimentation & Analysis Lead, Shopify)
Sometimes your career milestones are clear as crystal, and sometimes they only become clear in retrospect. Shanelle Mullin has had an exciting path, from writer at CXL to Experimentation & Analysis Lead at Shopify. At each juncture, she’s followed intriguing people and her own innate curiosity. Alex and Shanelle worked together in the trenches as writers at CXL. They reunited on the podcast to chat about the worlds of content and experimentation, and how creativity and professional work can diverge and collide in interesting ways. Show TopicsFormal education vs. learn-as-you-goThe importance of leadership buy-inRecognizing big opportunitiesDon’t monetize your hobbiesWrite in order to learnCheck out Shopify Follow Shanelle Mullin on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:14:0503/11/2021
035: How to Create a Revenue-Generating Blog with Ryan Robinson
Ryan Robinson is a blogger, podcaster, and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.Blogging about blogging is pretty meta, but it’s how Ryan has built and sustained a successful blog for almost 10 years. He’s gone from documenting what was and wasn’t working in his day job, to writing about freelancing and building digital products for other writers like templates and courses. What was once his side gig has turned into a full-time career. In this episode of The Long Game, Ryan talked to Alex about his work process, how he creates and promotes content, and how sometimes you have to turn down high-paying work to reach your goals.Show TopicsBuild a blog with struggles and successLet disengaged subscribers goBuild your email list with targeted offeringsTurn down work that no longer fitsBalance creating, updating, and promoting your blog contentUse reader questions to inspire postsCheck out ryrob.comFollow Ryan Robinson on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:19:4827/10/2021
034: Building a Thriving Career as a Wordsmith with Juliana Casale (Content Strategist at Wave)
How much does self-professed “word geek” and bibliophile Juliana Casale love writing? So much that she’s done pro-bono writing in exchange for free passes to beer festivals. Yet she’s come a long way since, thanks to her talent, work ethic, and a zeal for embracing new challenges. For the past ten years Juliana has held roles at a handful of small and mid-sized B2B SaaS startups, as well as running her own freelance business. Currently Juliana is a Content Strategist at Wave, an all-in money management platform for small businesses. In this episode Juliana opens up about her journey to her current position, her best resources for learning and staying up-to-date, and her firm belief that we are all far more than the jobs we hold.Show TopicsPutting out fires at work The pain of software migrationDelegate so you can focusSay yes first, then execute Learn via networkingDon’t tie your worth to your workCheck out WaveFollow Juliana Casale on LinkedIn or Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
36:1520/10/2021
033: Growth Mentorship & Avoiding Burnout with Dani Hart
What can a career in company growth teach you about personal growth? Dani Hart believes it teaches you to keep a growth mindset and take the time to learn from your mistakes—whether you’re running marketing campaigns or developing your own core values. Formerly the Head of Growth for Growth Hackers, Dani now focuses on growth mentorship and helping people avoid burnout. She talked to us about the ways people can keep burnout to a minimum, from cultivating good stress to reconditioning how we think about hard work.Show Topics:Balance between stress and restAdd good stress to your lifeStick to core values to avoid burnoutRecondition your thoughts about workGive yourself permission to take time for yourselfDo what’s important to youConnect with Dani:Check out GrowthMentorFollow Dani Hart on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
54:3113/10/2021
032: Mastering Email Conversion & Strategy with Samar Owais
Samar Owais is an email conversion strategist for SaaS and eCommerce brands. She helps companies like Hubspot, Drip, and Pinterest as well as numerous ecommerce brands increase conversions, retain customers, and fix the money-leaking gaps in their emails.We’ve all reached that point where we hit a professional wall. Our work loses its luster, and we dread opening our laptop. Sometimes it’s due to not recharging with sleep and downtime. Sometimes it’s a specific project that’s not appealing. As Samar Owais discovered, sometimes it’s because your entire professional focus needs a refresh. In this episode of The Long Game podcast, Samar shares how she went from unmotivated blogger to one of the top email strategists in the SaaS and eCommerce space.This conversation also covers how being a realist can fundamentally change your approach to email marketing. We hope you enjoy this episode.You'll find Samar geeking out over emails on Twitter and every Wednesday with her subscribers in the Emails Done Right newsletter.Connect with Samar:www.samarowais.comtwitter.com/samarowaisemailsdoneright.comConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:10:2506/10/2021
031: The Fundamentals of Conversion Rate Optimization with Brian Massey (Co-Founder, Conversion Sciences)
Brian Massey is the Co-Founder and Managing Director of Conversion Sciences, and author of the book Your Customer Creation Equation. His rare combination of interests and experience developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Brian Massey believes that being curious is more important than being right. Sometimes the data supports your hypothesis, but sometimes it shows you that you had it all wrong and it’s time to change course. Brian has a clear approach to conversion rate optimization: gather data on everything you possibly can. In this episode of The Long Game, he shares his CRO strategies, the secret to finding the right business partner, and how his contrarian personality fuels his crusade against standardized agency-built websites.Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Brian has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. He's the host of the Intended Consequences podcast.Conversion Sciences is a data-driven digital design agency focusing on getting the most value from every visitor to your digital properties. They provide design, research, and testing services to businesses of all sizes.We hope you enjoy this episode on the fundamentals of CRO according to Brian Massey.Connect with Brian on Linkedin, Conversion Sciences, and check out his podcast.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:14:5729/09/2021
030: Kitchen Side: Is Your Blog a Publication or a Library?
In 2018, Jimmy Daly, then VP of Growth at the content marketing agency Animalz, wrote a compelling post titled Your Blog Is Not a Publication. It outlined why a publication mindset was expensive and problematic, and why “library” style content hubs were superior. In this episode of Kitchen Side, our team explores how we conceptualize this argument in the modern day. Times have changed, and the clearcut argument that Jimmy made isn’t quite as clear. Show Topics:The definition of a library vs. a publicationPublications create demand, libraries meet demandNew SaaS companies can stand out with publicationsA hybrid approach to content is best Think of your content strategy like a portfolio Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
52:2222/09/2021
029: The Art & Science of Hacking Growth with Morgan Brown (VP of Growth, Shopify)
Morgan Brown is Vice President of Growth Marketing for Shopify where he’s responsible for Shopify’s merchant growth. Prior to Shopify, he was a Director of Product at Facebook working in the Messenger organization. He is also the author of Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success. Morgan has spent his career helping companies of all sizes grow at the intersection of digital marketing and product development. Growth is a word that has nearly lost its meaning. Somewhere along the way, it went from a model that prioritized product and experimentation to being a synonym for performance. It’s become a label that gets slapped on everything from growth hacking to growth PR. But that doesn’t mean it no longer has value. Morgan has gone from working at agencies during the birth of digital marketing to leading product management at Facebook. In this episode of The Long Game, Morgan shares his early introduction to growth, the career lessons he’s learned, and the successful tactics employed by his team at Shopify.Connect with Morgan Brown:ShopifyLinkedIn and TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:27:2515/09/2021
028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Ty Magnin is the Director of Marketing, Content & Web at UiPath, a software automation company. That means he spends a lot of time building and maintaining website and digital content experiences for different audience segments. Before UiPath, he grew Appcues on 95% organic inbound content as a member of the founding team. And before that, he was the first marketer at Work Market, where he helped the team scale to an acquisition by ADP. He loves building audiences—on Twitter, at a conference, for a blog—wherever.There are many different ways to start a marketing career, from juggling multiple hats at a tiny startup to honing a specialty at a large company. Regardless of where you start, at some point you’ll start to think less about just getting by and more about what you want out of your career. In this episode, Ty shares the advantages and disadvantages of startups versus established organizations, tips for building a content team, and the importance of finding a sense of purpose.Check out UiPathFind Ty Magnin at tymagnin.com or on Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:17:2808/09/2021
027: Kitchen Side: Is Organic Traffic the Best Traffic?
There are many ways to drive traffic to your website. Organic, direct, paid, referral, social—each has a place and purpose in the greater marketing scheme. Organic traffic has long been held up as the “best” type of traffic. The truth? It depends. All too often organic traffic is driven by surface-level content that doesn’t actually convert customers. In this episode, as part of our Kitchen Side series where we take you behind the scenes at our agency, the Omniscient team debates the value of organic traffic. We discuss why keyword search volume is overrated, the value of differentiating in a new space, and how your tactics should change along with your company goals. Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientConnect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
34:0401/09/2021
026: Honing Freelance Writing in a Noisy Market with Kaleigh Moore
Kaleigh Moore is a freelance writer covering retail and e-commerce for software companies like Shopify and Stripe. She also covers sustainable fashion for publications like Forbes, Adweek, and Vogue Business.Kaleigh started her freelance career nine years ago and has grown her brand into an amazing mix of B2B SaaS content marketing, authoritative retail journalism, freelance community building, and consulting.Allie first met Kaleigh five years ago, when she was initially considering her move into freelance writing. She was Kaleigh’s first coaching client and gives her full credit for where she is today.In this episode, Kaleigh and Allie discuss everything from a career in freelance writing to honing their own creative catalysts in a noisy world.Follow Kaleigh on Twitter and visit her website.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
50:2826/08/2021
025: From Creative Contributor to Creative Catalyst with Camille Trent (Head of Content, Dooly)
Camille Trent is the Head of Content at Dooly, the fastest way to update Salesforce. Some content marketers thrive on being a jack of all trades. This is especially true of Camille. Her background spans advertising to copywriting to product marketing, and she draws on all of those skills today. Startups are Camille’s current sweet spot, and she has a clear knack for getting inside the heads of others—whether that’s the sales team or her customers—in order to best understand how content should work from the inside out. In this episode, Allie and Camille discuss transitioning from advertising to content marketing, and striking a balance between a creative contributor and a creative catalyst. When Camille is not writing, she's hanging out with her pup and two favorite redheads. Or she's trying to coach the Portland Trail Blazers to victory from her couch.Follow Camille Trent on LinkedIn or Twitter. Check out DoolyConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
52:5318/08/2021
024: Community Driven Content with Sean Blanda (Director of Content, Crossbeam)
Sean Blanda is the Director of Content at Crossbeam. Crossbeam is a Partner Ecosystem Platform that helps companies securely exchange data when partnering. People use Crossbeam for real-time account mapping, sourcing leads, and vetting co-marketing opportunities.Sean is passionate about content that builds communities and brings people together. In this episode, host Allie Decker talks to Sean about how he’s scaling his content team at Crossbeam, and how being a Director of Content isn’t that much different from SNL’s Lorne Michaels. Connect with Sean at www.seanblanda.com and follow him on TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
31:0810/08/2021
023: How to Differentiate Content in a Crowded Space with Brooklin Nash
Do you call yourself a freelance writer or content marketer? There’s a fine line between the two, and the modern content marketing world is full of possibilities. In this episode, Alex talks to Brooklin Nash who has 8 years of content marketing experience. Outside of his full-time role as Manager of Community Content for Outreach, he's Head of Content at Sales Hacker. His clients include: Mixpanel, Intricately, MediaRadar, Metadata.io, and PostBeyond as a guest contributor, and he's written for G2, Drift, Business2Community and MarketingProfs. His full-time role at Outreach focuses on helping salespeople weave their content together and build organic channels to drive revenue. Considering Brooklin fell into content marketing by accident, he’s finely attuned to what makes good content tick. He draws on his freelance writing roots and passion for learning to excel. In this episode, he shares why you should find a niche, seek out conversations, and experiment. He lives in Guatemala and his guilty pleasure is young adult dystopian fiction.Check out Sales HackerCheck out OutreachFollow Brooklin Nash on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:14:2304/08/2021
#022: Buyer Personas Don’t Have to Suck! with Adrienne Barnes (Best Buyer Persona)
Adrienne Barnes is the Founder of Best Buyer Persona, and a B2B SaaS Content Marketing consultant. Here’s a staggering statistic. In a survey conducted by content marketing consultant Adrienne Barnes, 85% of marketers said they create buyer personas. Want to know how often they used them? 77% said never. The cold reality is that traditional buyer personas have become a “check the box” marketing practice - and a waste of time. That’s why Adrienne created Best Buyer Persona: to re-imagine how personas are created, and turn them into something informative and actionable. In this episode you’ll learn how to conduct customer research the proper way to inform your content marketing strategy, and more.When she’s not identifying companies’ best buyers, she’s using her customer research skills to create unique and effective content marketing strategies. She’s worked with amazing companies such as: Audiense, Stripe, Demio, Monday.com, Unbounce, and Smartling.Connect with Adrienne on LinkedIn or TwitterBest Buyer Persona was founded in 2018 and helps SaaS companies define their best buyers using the Jobs-To-Be-Done framework. Check out Best Buyer PersonaConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:15:0228/07/2021
#021: Creating vs Capturing Demand and Category Creation with Chris Schreiber
Chris Schreiber is the Head of Marketing at Qwilr. He has over 15 years experience marketing and selling software products, starting his career at Google where he led promotional campaigns to generate buzz around the launch of key Google products/initiatives, including Google Apps, Docs, Photos, Open Social and Blogger. He went on to lead the marketing teams at high-growth software companies like Sharethrough and Brandcast.In this episode, Chris shares how to get started, effective tactics for creating demand, and how to empower your users to spread the word. When marketing a product, you’re usually trying to capture an audience that’s already searching for similar solutions. They’re aware of what they need and just want you to prove that your product has those things. But when you’re creating in a new category without an established market, you’ve got a different path ahead of you. Connect with Chris on Twitter: @cousinchris Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
43:5621/07/2021
#020: Spark Creativity and Generate Memorable Content with Ryan Law (Director of Marketing at Animalz)
Ryan Law is the Director of Marketing at Animalz, where he's worked with companies including Google, GoDaddy, Clearbit, Wistia, and Algolia. He's been a writer, content strategist, team lead, marketing director, and agency co-founder. He's also the author of the post-apocalyptic novel The Green Priest.Ryan is well known for his thought leadership and strong voice in the content marketing space. Penning articles like Copycat Content and How to Differentiate Your Content in Crowded Spaces. In this episode, Ryan discusses surefire ways to spark your creativity, generate memorable content, and get it in front of the right people.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Ryan on Animalz, Twitter and Linkedin.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:19:4014/07/2021
#019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)
Most freelance writers choose to be freelance because of the autonomy, but that doesn’t mean they can work in complete isolation.Michael Keenan is co-founder of Peak Freelance, and a freelance SaaS writer. He’s created a community for experienced freelance writers to get support, resources, and a boost of confidence. In this episode, he talks about how to grow a professional community while keeping it personal, the ways a freelancer can raise their rates, and the importance of finding performance data. He also shares some priceless advice from a ‘sex tech leader’ that will help you charge what you’re worth.Michael is most inspired by learning people’s stories, climbing mountains, and traveling with his partner and two Xoloitzcuintles.Connect with Michael on Twitter and Linkedin.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientThe Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:02:4906/07/2021
#018: Kitchen Side: How to Talk to Your CMO About Content Marketing
Influencing without authority is especially impactful as a content marketer. In this episode of the Kitchen Side series, we get into how to talk to your Chief Marketing Officer about content marketing, and general points around marketing leadership. We cover how to best interact to advance in your career, align with the mission of your company, and to get buy-in for innovative ideas. We hope you’ll take away tactics to fight uphill battles around outdated methods.This episode is also for CMOs who want to learn empathy for working with ambitious content marketers looking to make a mark.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
34:4429/06/2021
#017: Kitchen Side: How Do Growth and Content Overlap?
If you’re new here, Kitchen Side is a series where we take you behind the scenes at Omniscient Digital to hear the conversations, brainstorms, discussions and inner workings of our content marketing agency. In this episode, we talk about the relationship between content marketing and growth. How do the two functions interact in organizations? Does content play a fundamental role in growth? Or is it separated by metrics or organizational structure? As an agency goaled on performance metrics, we find that the two are intertwined and synergistic. We dive into this and explore solutions to get you more out of your content program. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
35:4622/06/2021
#016: Leveling Up in Business and Marketing with Eric Siu (CEO of Clickflow)
Eric Siu is the founder of content intelligence software ClickFlow, which helps you grow your traffic while looking like a genius. He is also the Chairman of the ad agency Single Grain and has worked with companies such as Amazon, Airbnb, Salesforce and Uber to acquire more customers. He hosts two podcasts: Marketing School with Neil Patel and Leveling Up, which combined have over 50 million downloads to date. He also speaks frequently around the world on marketing and SaaS.In this episode of The Long Game, David Ly Khim talks to Eric about his evolution from gaming to business, his thinking behind purchasing a failing agency, and what it takes to get to the top.You can watch the video of this interview here. Connect with Eric Siu on LinkedinConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.
37:3609/06/2021
#015: Kitchen Side: Should You Hire Writers or Subject Matter Experts?
Subject matter experts (SMEs) offer a valuable perspective and dose of credibility to any content marketing program. On the rare occasion you can find an SME who also happens to be an excellent writer, it’s the equivalent of hitting the content jackpot. Other times, you have to figure out different ways to leverage the expertise of busy SMEs. So when will a regular writer suffice, and when do you need an expert? On this episode of Kitchen Side, Alex, Allie, and David put their heads together to break down strategies that are rooted in their own past experiences. You can find show notes here.Connect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInCheck out Omniscient DigitalAllie Decker - Head of Content Marketing - KloudioListen to more episodes of The Long Game podcast
34:2002/06/2021
#014: How to Build Systems for Content & SEO (+ Advanced Poker Tips) w/ Bernard Huang (Co-founder at Clearscope)
Is being an entrepreneur like playing a game of poker? Bernard Huang thinks so.Bernard is the co-founder of Clearscope, an SEO content optimization platform that helps businesses rank with high quality content.On this episode of The Long Game, he joined host Alex Birkett to discuss how being an entrepreneur is all about placing strategic bets, why learning a new skill always includes sucking at first, and the importance of finding your best fit customers.If you’re starting a blog, you also won’t want to miss a discussion of the latest SEO developments and why following your passion is key.Connect with Bernard Huang on Twitter or LinkedInCheck out ClearscopeFollow Clearscope on Twitter or LinkedInConnect with Omniscient Digital on Twitter and LinkedIn
01:22:2025/05/2021
#013: A Fireside Chat with Tim Soulo, CMO at Ahrefs
Ahrefs’ CMO Tim Soulo believes in practicing what you preach - and for good reason. Ahrefs is an SEO tool with a powerful content strategy. The popular platform attracts traffic with a balance of keyword targeting and genuinely valuable content. How does Tim keep Ahrefs’ output ranking at the top? By investing in new ideas and top-notch industry leaders to keep his content going. In this episode of Office Hours, Tim and Alex talk about how to win the content ranking game. The conversation touches on topics such as appealing to customer imagination, the importance of learning the SEO ropes, and how to hire click-worthy writers. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Tim Soulo on Twitter or LinkedInCheck out AhrefsFollow Ahrefs on Twitter or LinkedInConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
35:0211/05/2021
#012: Email Marketing Advice from Ilona Abramova (VP Operations at AppSumo)
In this episode, Alex Birkett talks to Ilona Abramova who is VP of Operations at AppSumo, and an absolute genius at email marketing and copywriting.This convo is very different from our other Long Game episodes. First, Ilona and AppSumo are a client of Omniscient’s. Second, Ilona’s a friend and someone who shares Alex’s divergent and semi-ADD tendencies in conversation (according to Alex himself).Finally, instead talking about content marketing or diving into Ilona’s background, he thought it would be cool to do a live consultation. In this episode, Ilona teaches Alex how Omniscient should be doing email marketing.If you’re building your email marketing program from scratch or revamping it for more ROI, you’ll find this useful. It’s also just a fun exploration of ideas that also touches upon email marketing best practices that anyone can use to increase the effectiveness of their program.Look at this as a masterclass on email, as well as a look behind the curtains at what it’s like getting consulted from a master email marketer. Ilona Abramova is the VP of Operations at AppSumo, a digital marketplace dedicated to empowering entrepreneurs to start and grow their business. Previously Head of Content, she's obsessed with all things written (her speciality is email - & you can shoot her one at [email protected]). When she’s not silently correcting people's grammar, she’s traveling the world in search of the best matcha, having long existential conversations, or doing the New York Times Crossword.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:51:4904/05/2021
#011: Kitchen Side: Finding, Vetting and Hiring Freelancers
In this Kitchen Side series we show you behind the curtain at our own agency, Omniscient Digital. In this episode, co-founder Alex Birkett and Head of Content, Allie Decker discuss hiring and managing freelance writers.They bring their varied experiences to the conversation. Previously, Allie was a full-time freelance writer, while Alex has hired and worked with freelancers for in-house roles as well as for his personal website.They cover how to find and vet freelancers, how to onboard them and communicate your expectations, and some potential pros and cons of working with freelancers. Check out Allie's blog for a complete guide on hiring freelancers. The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
45:3722/04/2021
#010: Pursuing Excellence & Principles for Running 3 Businesses with Peep Laja
Peep Laja is the founder of CXL Institute (formerly known as ConversionXL, an education platform for marketers, analysts, UX professionals, etc.), Wynter (a platform to test your copywriting and website or product messaging), and Speero (a CRO agency). Depending on when you met him, you might know Peep as the “CRO guy”, the CRO guy who wears the paper boy hat, the powerhouse blogger and conference speaker, or the guy on Twitter who consistently posts blunt and brilliant insights. Alex Birkett goes way back with Peep. In fact, he used to work for him! As such he's learned a ton about from Peep about A/B testing, CRO, and analytic, but also invaluable lessons on how to run a business, how to ship quickly, how to demand excellence of himself and others, and how to prioritize what’s important in life. This conversation between Peep and Alex spans many topics, from tactical tips on how Peep manages his social media and audience building techniques, to his drive and motivation for continually launching and running new businesses. This interview was done in-person, so excuse the slight inconsistencies in audio since Alex didn’t have his usual podcast set-up. Enjoy and prepare to be intrigued!Connect with Peep on Linkedin or Twitter.The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
01:50:1723/02/2021