Marketing Without the Marketing

Marketing Without the Marketing
Content Strategy for Building an Audience

Closing Up Shop (Episode 175)
Jun 1 • 11 min
175 episodes is a long run. With all that’s going on, it’s safe to say that someone other than me should have the microphone. So I’ll be closing up shop for awhile. Here’s my reasoning, and a look into the foggy future.
Creating Urgency: Online Store Strategy 201 (Episode 174)
May 18 • 10 min
Time is running out! Perceived urgency can be a strong motivator to make a purchase. Here’s how we can carefully use urgency as a strategy, and why this is an advantage for small businesses over larger competitors.
Employing Scarcity: Online Store Strategy 201 (Episode 173)
May 4 • 11 min
When a customer is ready to make a purchase, there are only two strategies you can use to gently influence them to complete the sale: Scarcity and urgency. Here’s a rundown of all the ways to use SCARCITY to up your conversion rates.
Making the Sale: Online Store Strategy 201 (Episode 172)
Apr 20 • 17 min
Your online store is the last and most important point in the customer’s journey. In the first episode of this 3-part mini-series, I cover how to set up your store site, optimize product pages, and gather the data you need to make smart strategic…
When to Use Facebook Ads: Social Strategy 201 (Episode 171)
Apr 6 • 14 min
There are two cases where it really makes sense to run a Facebook Ad. But it cannot be a standalone strategy. In Episode 171, I cover all the things that need to be set up before you start running ads or boosting posts, so that you don’t spend your money…
How to Support Small Businesses During the Coronavirus Crisis (Episode 170)
Mar 23 • 9 min
Many of our favorite small businesses will not survive the severe economic downturn precipitated by the coronavirus pandemic. Now is the time to help our friends and neighbors who run small businesses, or we may lose them forever. Here are a few things we…
How Small Businesses Can Survive the Coronavirus Crisis (Episode 169)
Mar 16 • 11 min
The coronavirus outbreak is having a huge impact on small businesses, including my own. Here are a few specific strategies to help you weather a prolonged downturn, and an offer to use what expertise and experience I have to help you directly, one-to-one,…
Small Groups vs. Large Followings: Social Strategy 201 (Episode 168)
Mar 9 • 12 min
In Episode 168, I question the concept of getting a large social media following. Large numbers of “eyeballs” often don’t do us much good compared to the tight connections of smaller groups. A counterintuitive approach involves using a Facebook Group,…
Domain Renewal Scams: How to Avoid Them (Episode 167)
Feb 24 • 10 min
Domain scammers have upped their game. I encountered a new variant of the Domain Name Expiration Scam recently. Episode 167 is about how to spot this new strategy and what to do if you are targeted.
Measurement and Iteration: Social Strategy 201 (Episode 166)
Feb 10 • 17 min
By treating our marketing efforts like an experiment, we can set metrics, collect data, analyze the results, and then make the necessary adjustments. Episode 166 is about how to put a simple plan in action to help you get better results from your social…
Listening, Asking, Interacting: Social Strategy 201 (Episode 165)
Jan 27 • 15 min
The algorithms are working against us now. Episode 165 offers two strategies to adapt to the new, more restrictive world of social media marketing: How to do an end-run around the algorithms, and three steps to lean into what is still the best part of…
Social Is Not What It Used to Be: Social Strategy 201 (Episode 164)
Jan 13 • 13 min
The glory days of social are over. Free organic reach is a thing of the past. What used to work is no longer effective. So how do we respond? Are there still ways for us to use social media to build relationships with an audience without having to…
No One Wants to Read an Email Newsletter (Episode 163)
Dec 16, 2019 • 12 min
Email marketing is one of the most important tools for any small business. Can we come up with something other than “email newsletter” to call it, though? This has been bugging me for a while, and I haven’t come up with a solution - so I thought I’d ask…
Your Facebook Page Has Been Hacked (Episode 162)
Dec 2, 2019 • 12 min
Your business is at risk if you don’t have ownership of one of your most important assets: Your audience. While a Facebook Page is convenient for connecting with customers, what happens when your account gets hacked, deactivated, or deleted? This happened…
List Hygiene and Maintenance: Email Marketing 201 (Episode 161)
Nov 18, 2019 • 19 min
You can’t do good email marketing without maintaining a clean email list. Good list hygiene not only helps you save money, but it also helps you increase your open rate and click rate. Let’s look at some strategies for proper email list maintenance,…
Intermediate Automation: Email Marketing 201 (Episode 160)
Nov 4, 2019 • 12 min
Automation is key to today’s email marketing. In the last episode, I covered some basic automation strategies to get you started. Let’s take a look some more advanced techniques for when you are ready to go beyond a basic email newsletter strategy:…
Basic Automation: Email Marketing 201 (Episode 159)
Oct 28, 2019 • 13 min
Adding a little bit of automation to your email marketing strategy can help nurture “cold” leads without a lot of extra hands-on effort. Building on the last episode about list segmentation, let’s look at the two types of automations that I recommend to…
List Segmentation Strategies: Email Marketing 201 (Episode 158)
Oct 14, 2019 • 18 min
Good list segmentation in email marketing lies at the intersection of what’s meaningful to your audience vs. what’s important to you. If it’s one or the other, it won’t work as effectively. There are 3 distinct ways to segment your email list: Listen to…
Be a Part of the Community You Serve (Episode 157)
Sep 30, 2019 • 13 min
Participation is a signal. When you are a part of the community that you aim to serve, it shows that you’re invested. That it’s important to you. That you care. Not only is it a way to develop trust, but it can also help you see emerging trends in your…
Content Marketing Has Changed (Episode 156)
Aug 12, 2019 • 12 min
Have you noticed that social media is not as effective anymore? That your website traffic is down? That people aren’t opening your email newsletters as much? Content marketing has changed a lot over the past 5 years alone. What used to work isn’t a sure…
Repurposing Content: Blog Strategy 201 (Episode 155)
Jul 29, 2019 • 15 min
Repurposing content is one of the best ways to get more out of your blog as a small business. With some careful planning up front, you can think a few steps ahead and save yourself time - while building a set of content as a valuable business asset. I lay…
Are You Famous? (Episode 154)
Jul 15, 2019 • 8 min
Are you famous? Have I heard of you before? Most of us don’t have the luxury of being able to answer “yes” to these questions. In a world where attention gets more and more scarce, what can we do to overcome this without being the one who simply yells the…
Building Anticipation: Blog Strategy 201 (Episode 153)
Jul 1, 2019 • 14 min
Building anticipation is a terrific technique for getting readers back to your site. Producing a blog series is a great way to achieve this. It has the added benefit of an SEO boost around one of Google’s strongest ranking factors as well. There are two…
A Short Story About Ethical Business (Episode 152)
Jun 17, 2019 • 8 min
It’s worth highlighting ethical business practices since they are often the exception to the rule. This week’s episode breaks from the regular format of the show and presents a story from an experience I had last weekend. Celebrate the good people in the…
Optimizing for Search: Blog Strategy 201 (Episode 151)
Jun 3, 2019 • 16 min
Each post you publish is an opportunity to get found by a future customer. Let Google help you. Optimizing for search is one of the best things you can do for your business blog, and it should only take an extra 5-10 minutes for each post. Episode 151…
Ethical Marketing Is Not an Oxymoron (Episode 150)
May 20, 2019 • 11 min
Aggressive marketing tactics might have been effective in the past, but today’s consumers are more savvy. They see right through the lies, deception, and whitewashing. Ethical marketing is the only way to set yourself apart - to treat your customers with…
Instagram for Blogging? (Episode 149)
May 6, 2019 • 13 min
A recent article in the New York Times showcased some high-profile influencers and celebrities using Instagram for blogging. It begs the question: With people connecting on mega-platforms like Instagram, LinkedIn, and Twitter - is blogging still worth it?…
Creating a Pathway to Purchase: Web Strategy 201 (Episode 148)
Apr 8, 2019 • 12 min
What happens when a visitor arrives at your site? Do you have a pathway set up to guide them from that first visit through dozens of points of contact until they become a customer? If this isn’t all set up in advance - Web, blog, social, email, and online…
Google+ Is Shutting Down: What You Need to Know (Episode 147)
Apr 1, 2019 • 11 min
Google Plus is shutting down on April 2, 2019. Here’s a quick overview of how (and why) to download all your data before it disappears forever.
Beyond Getting Traffic: Web Strategy 201 (Episode 146)
Mar 25, 2019 • 9 min
We are obsessed with getting traffic to our websites. I want to challenge that concept, because let’s face it - random traffic doesn’t do that much for you. Web Strategy 201 is getting beyond just “traffic” as a goal and making your site much more active…
More Than Just a Showroom: Web Strategy 201 (Episode 145)
Mar 11, 2019 • 8 min
Competition on the Web is tough. You can’t just hang your shingle and expect people to show up. A basic website isn’t good enough anymore - it needs to function as a PATHWAY for prospective customers. Here’s how to make your website carry more of the…
Content Marketing 201: Beyond the Basics (Episode 144)
Feb 25, 2019 • 6 min
Have you noticed that some of the basic strategies behind your website, blog, social, and email marketing have started to lose some of their effect? That’s because content marketing is now mainstream, with everyone relying on the same set of tactics. Time…
The Internet Is One Big Rickroll (Episode 143)
Feb 11, 2019 • 8 min
The promise of the Internet has been ruined by advertising. There is no article you can read, video you can view, or social feed you can scroll through without being interrupted by some advertiser’s desperate attempt to steal your attention. Every time I…
The One Word That Diminishes Your Work (Episode 142)
Jan 28, 2019 • 10 min
People don’t mean to diminish your work, but that’s exactly what they are doing when they use this one insidious little word. It undervalues your expertise and experience by making it sound simple - as a way to sell you on doing something, paying you less…
Build, Connect, Optimize: The Three Stages of Good Marketing (Episode 141)
Dec 17, 2018 • 12 min
A solid marketing plan has three stages, depending on the growth cycle of the business. In the season finale of Marketing Without the Marketing, I take a look back at the past year and how this has influenced my most recent projects.
SEO and the User Pathway (Episode 140)
Dec 3, 2018 • 11 min
SEO always starts with a simple query. But it doesn’t end when the user finds your site. For SEO to be truly effective, we need to set up a pathway to serve the user more than once so we can build trust over time. And of course, this needs to be set up…
SEO Is Not Only About Keywords (Episode 139)
Nov 26, 2018 • 12 min
Yes, keywords are important to SEO. But when you boil it down, SEO is about providing relevant, useful content to your human users. Google is able to measure what happens once the user gets to your site. Is it a good experience, or are there things you…
SEO: Write for Humans First, Robots Second (Episode 138)
Nov 13, 2018 • 12 min
Google’s Web crawlers are assessing your website with every interaction. Are people getting what they need from your site? It turns out that when it comes to SEO, what’s good for humans is good for robots. Let’s look at some of the biggest factors that…
SEO: Understanding the Google Algorithm (Episode 137)
Oct 29, 2018 • 11 min
What is Google looking for in your content? While they are famously secretive about their search algorithms, Google reveals important clues with each major update. Let’s take a look at the key search factors and how to apply them to your SEO strategy.
SEO Is About More Than Just Google (Episode 136)
Oct 22, 2018 • 10 min
People are at the heart of your SEO efforts. So let’s look past the keywords, page rank, and site traffic for a second and focus on the real point of SEO - connecting with your potential customers. SEO is about building the apparatus to find the people…
SEO Is a Key Part of Any Marketing Strategy (Episode 135)
Oct 15, 2018 • 11 min
SEO helps you tackle one of the most difficult parts of any business - finding new potential customers. What’s more is that Google will help you do this for free. Episode 135 is an overview of why it’s worth the effort to learn even just a little bit of…
What Is SEO and How to Unlock Its Power (Episode 134)
Oct 1, 2018 • 9 min
Teaching is how we form a connection with a future customer. SEO is simply a signal that someone wants to learn - with a distinct data “signature” that offers clues about what they want to know. From there, it’s up to us to use that data to put ourselves…
SEO: A Different Approach (Episode 133)
Sep 24, 2018 • 8 min
SEO is one of the most important factors in any marketing strategy, so it’s worth the effort to learn the basics. It doesn’t have to be complicated, and anyone can learn it. Episode 133 is an introduction to my approach to SEO, and the start of a new…
The Power of Zero (Episode 132)
Sep 17, 2018 • 14 min
The new season kicks off with a reset to zero! Let’s look at how creativity and business go together, and how you can rethink your own approach to your current project, job, or business.
Charting Your Own Path (Episode 131)
Jul 30, 2018 • 10 min
The challenges you face in starting a business are different than any other thing you’ll do in your career. Episode 131 is a summary of my 10-part series about the early days of my small business - my strategies, successes, and mistakes - so that you have…
Productizing Your Knowledge (Episode 130)
Jul 16, 2018 • 15 min
If your business involves teaching or training, then you are in a good position to create “knowledge products” out of your expertise. Whether you sell these “outputs” or use them for customer acquisition, a little planning up front can help you work…
Building Your Email List (Episode 129)
Jul 2, 2018 • 13 min
Email is your conversion instrument. It’s 40 times more effective than social media in this regard, so building your email list is one of the most important things you can do for your business. It pays to get started early, with a plan for segmentation…
Producing a Podcast: Pros and Cons (Episode 128)
Jun 18, 2018 • 17 min
Have you ever thought about starting a podcast? It’s a great marketing tool, which is why I’m a big proponent of podcasting. Let’s take a look at the criteria for deciding whether or not it could be a good strategy for your business in particular.
Creating Effective Cornerstone Content (Episode 127)
Jun 4, 2018 • 17 min
Cornerstone content supercharges your efficiency. It not only carries some the sales load, but it’s good for SEO too. With a little investment of time up front, it can pay dividends for years to come. Let s look at why cornerstone content is so important,…
GDPR and Email Marketing: A Simple Set-Up Guide (Episode 126)
May 21, 2018 • 18 min
What is GDPR and how does it affect email marketing lists? Here’s an overview, with a practical way to be GDPR-compliant but not have to lose all of your subscribers. If you haven’t done this already, it’s not too late but it’s time to take action so that…
Making the Fear Disappear (Episode 125)
May 14, 2018 • 13 min
We all start out scared. But in order to be successful, you have to learn how to quiet the voice of fear in your head. It takes time, but making the fear disappear puts you in a position of power. You make better decisions, attract better customers, and…
Surviving the First Few Months of a New Business (Episode 124)
Apr 30, 2018 • 12 min
In the early days of a new business, structure is critical. Otherwise, how can you be sure that you are spending time on the right things - and that you are building something that your customers want? Episode 124 is about testing your initial assumptions…
Why Pinterest Is on the Rise (Episode 123)
Apr 16, 2018 • 12 min
Pinterest is often overlooked for business purposes. That’s a shame. Because Pinterest functions more like a “personal utility,” there’s potentially more alignment between a consumer’s goals and your business solution. Wouldn’t it be nice to have your…
Finding Mentors and Models (Episode 122)
Apr 2, 2018 • 13 min
What makes a great mentor, and more importantly, how do you know who will be the best mentor for you in particular? Here’s a rundown of the key things to look for and key things to avoid.
Day 1 of Your New Business (Episode 121)
Mar 19, 2018 • 9 min
The sooner you start interacting with and learning about your audience, the better. This starts on Day 1 of your new business it’s too important to let it wait. A side benefit is that it gives you a system and structure for creating worthwhile content to…
So You Want to Start a Business? (Episode 120)
Mar 5, 2018 • 11 min
There’s so much to learn when you are starting a business, and the challenges that you will face are as unique as your own fingerprints. It will be up to you to chart your own path, but it helps to have a map. That’s why I created this 10-part series,…
Fixing Facebook: Why the New Plan Will Fail (Episode 119)
Feb 20, 2018 • 16 min
Mark Zuckerberg has vowed to fix the ills that have plagued Facebook over the past 18 months. There are 5 reasons why his plan won’t work.
Facebook Zero: What It Means for Small Businesses (Episode 118)
Feb 5, 2018 • 15 min
In the season premiere of Marketing Without the Marketing, we jump right into how the upcoming Facebook algorithm change is going to affect YOU as a small business owner. There are 3 big ramifications, and 3 things you can do to prepare yourself.
Creativity Is a Business Imperative (Episode 117)
Dec 4, 2017 • 9 min
You can draw people in with your creativity. Or you can repel them with annoying ads. We have a choice, and my strong belief is that the storytellers and artists will win, while the aggressors and interruptors will lose. Let’s commit to making every…
Advertising Offset Credits: Calculating the Cost of Ad Pollution (Episode 116)
Nov 27, 2017 • 9 min
If we look at advertising like pollution, could we make the worst offenders pay a price for making us suffer bad ads? In this week’s episode, I explore the concept of Advertising Offset Credits and the cost of aggressive, self-serving advertising.
More Speculation About Facebook’s Future (Episode 115)
Nov 20, 2017 • 14 min
There are some big changes coming to Facebook. Continuing the thread from last week’s episode, here is some speculation on how this might affect the Facebook Ad platform and a major change to the News Feed that Facebook is currently testing outside of the…
Facebook Is Headed for Trouble: The Coming Storm (Episode 114)
Nov 13, 2017 • 19 min
As the harsh spotlight illuminates dark posts, Russian ads and who-know-what-else, expect a backlash against Facebook. It may come in the form of regulations or user revolt, but it’s going to change Facebook a lot. It’s not a matter of if, but when. So if…
From Adversity to Acceleration: Business Growth Strategies from Kelly Roach (Episode 113)
Nov 6, 2017 • 29 min
Acceleration is something that most entrepreneurs seek, but often find to be out of reach. My guest this week is Kelly Roach, a former Fortune 500 executive who has an amazing story of career acceleration - both in her corporate career and in running her…
How to Make Sure You Actually Own the Rights to Your Content (Episode 112)
Oct 30, 2017 • 10 min
Do you have someone creating content for you? A writer, designer, video producer, or developer? If so, you want to make sure that you have clear ownership of the rights to that content. Episode 112 is about the risks of not having an IP clause in your…
The Customer Is Always Free to Go (Episode 111)
Oct 23, 2017 • 17 min
You can’t force me to be loyal - that’s something you have to earn. Yet you see companies use a variety of methods to lock us in or make it difficult to leave. These cheap, short-term tactics may guarantee today’s revenue, but they will never add up to…
Contracts Are Not a Trap (Episode 110)
Oct 16, 2017 • 16 min
Signing a contract is often a big commitment for a client, and I want them to feel like the investment is low-risk. Here’s my counterintuitive approach to writing a contract that is clear and simple, fair to both sides, and starts from a point of mutual…
Hourly Rate vs. Project Rate: Which Is Most Fair for Both Sides? (Episode 109)
Oct 2, 2017 • 18 min
Everyone advises to bill by the project (not by the hour) when you run a consulting business. In the 4 years that I’ve been doing it, I’ve found that the opposite is true. But it requires a few important principles to make sure that the exchange of value…
When to Ask for the Sale: Not Early and Often (Episode 108)
Sep 25, 2017 • 16 min
Conventional wisdom is to ask for the sale early and often. With today’s consumers, it turns out that the opposite is true. Exhibiting a little patience and providing a lot of upfront value gets you away from the icky parts of self-promotion and it’s more…
Non-Disclosure Agreements: Mistrust Is Not a Good Starting Point (Episode 107)
Sep 18, 2017 • 14 min
It may seem counterintuitive, but the NDA request is always a red flag to me. Mistrust is not a good starting point for any relationship plus it betrays a lack of self-confidence in your ability to execute. Is this really the message you wish to convey?…
Execution Is Everything In Business
Sep 12, 2017 • 15 min
We tend to overvalue our own ideas I do it too. But it’s always the execution that counts. This week’s episode is about how to pick the right idea to bank on, how to develop it with continuous customer input, and how to assess whether or not the idea is…
Creating Content as a Business Asset
Sep 5, 2017 • 10 min
In short, running a good content strategy is a huge time investment. It takes a lot of effort, and let’s face it it takes a long time to start seeing results. The only way to make it worth it is to treat everything you produce as if it’s a renewable asset.
Tweeting Is Believing, Tweeting Out Is Not (Episode 106)
Aug 28, 2017 • 11 min
Twitter is the best social platform for connecting with people you DON’T know already, making it a critical tool for finding new potential customers. So, why is it still not taken seriously? Episode 106 is about making a shift in mindset so that you can…
Social Media Is a Waste of Time Without a Content Strategy (Episode 105)
Aug 21, 2017 • 14 min
If your plan is just to start “getting the word out there” by posting to Facebook or Twitter stop now. The outcomes will never be worth the time you put into it. You need a complete content strategy in order to make social media worthwhile. Here’s a…
Marketing and the Experimental Mindset (Episode 104)
Aug 14, 2017 • 18 min
One of my favorite quotes is, “If you’re not measuring, you’re not marketing.” This has never been more true than it is today. What worked yesterday is not guaranteed to work tomorrow. Learn, measure, and iterate so that you can continue to optimize your…
Soft-Touch Marketing Is More Effective (Episode 103)
Aug 7, 2017 • 14 min
Marketing often feels “icky” to small business owners, solo entrepreneurs, authors, and other creatives. When you ARE your brand, you don’t want to be a self-promoter. Soft-touch marketing is the answer not only does it feel better, but in light of…
Stop Looking for Shortcuts (Episode 102)
Jul 31, 2017 • 18 min
Forging real connections with real customers take real effort. Every business owner knows this. So why do we behave differently when we get online? Why do we take social connections less seriously, and look for the SEO tricks and other quick fixes?
Marketing Is an Investment, Not a Cost (Episode 101)
Jul 24, 2017 • 13 min
Marketing should not be a one-time spend to get a one-time result. If you think of it as an investment instead, today’s “spend” can continue to pay off years from now. Here’s how to focus on the two most important investments you can make in your business.
Episode 100: I Am Not Special
Jul 17, 2017 • 16 min
When you set out to create something, do it to create a resource. Then it doesn’t matter if organic growth is slow. You’ll be creating a reusable business asset: That’s content strategy in a nutshell. Episode 100 of this podcast is dedicated to you and…
I Am Tired of Seeing Creatives Fail (Episode 99)
Jul 10, 2017 • 17 min
It’s a shame when you see great art go unnoticed. I got sick of seeing creatives fail, so I wanted to do something about it. Here’s a behind-the-scenes look at how and why I created a comprehensive online course to help writers, musicians, and visual…
Marketing Automation: A Case Example (Episode 98)
Jun 26, 2017 • 21 min
Marketing automation sounds robotic and impersonal. In fact, it can be a more welcoming and personal way to nurture a lead into a customer, by focusing on THEIR specific needs and interests. You have a much better chance at making a connection, while…
Consistency in Content Strategy (Episode 97)
Jun 19, 2017 • 14 min
Consistency is one of the best ways to earn trust. So in your content strategy, a “toe in the water” approach isn’t going to cut it. You simply have to commit to being consistent. That means that you’re going to have to love the process not just the…
Be In It for the Long Game (Episode 96)
Jun 12, 2017 • 11 min
If your business depends on having an audience, you have to stand back a little and let it evolve naturally. You have fight your own impatience, get comfortable with not having control, learn to relish the indirect benefits, and ultimately, play the long…
How Do You Measure Trust? (Episode 95)
Jun 5, 2017 • 17 min
Rather than looking solely at traditional business metrics, what if we made decisions based on earning trust instead? Episode 95 is about the limitations of ROI in trying to measure your content marketing efforts, and how to focus instead on getting to…
The Service Disposition (Episode 94)
May 22, 2017 • 15 min
Generosity works. When you serve, you earn the right to serve again. Over time, you earn enough trust to ask for the sale. This used to be hard to scale, but not anymore. It starts with a genuine desire to help, and as I’ve learned what you get in return…
Business Isn’t “Just Business” (Episode 93)
May 15, 2017 • 14 min
Movies often portray success in business as a cut-throat, relentless climb to the top. Someone has to lose in order for you to win. That’s just not the case anymore, if it was ever true at all. Here’s what the principles of content marketing taught me…
What Content Strategy Teaches You About Business (Episode 92)
May 8, 2017 • 17 min
Introducing a new 16-part series about counterintuitive business lessons that I’ve learned from my mentors and the mistakes I’ve made. It turns out that the same nuances that work in running a good content strategy also work in running a business as well.
Podcast Sponsorships: Your Opinion (Episode 91)
May 1, 2017 • 10 min
Once a podcast reaches a certain level, it’s time to at least consider getting sponsorships. Let’s look at the positives and negatives in monetizing a podcast and how it applies to this show in particular.
How a Mini-Series Can Help Your Content Strategy (Episode 90)
Apr 24, 2017 • 14 min
I often produce little mini-series within this podcast. This structured way of writing is how I prefer to work, because it keeps me on track. It’s good for my audience too and I have the data to back that up. So, would this method work for you? Let’s take…
Repurposing Content to Create an Online Course (Episode 89)
Apr 10, 2017 • 19 min
In today’s world, the selling process really is about teaching. Here’s my method to streamline the process of creating a online course that you can use for customer acquisition, customer on-boarding, or just to “productize” your knowledge and create a new…
Repurposing Content: The Downstream Method (Episode 88)
Apr 3, 2017 • 17 min
If you’re not repurposing blog content for your social posts, you are missing a huge opportunity to save time and effort. In this week’s episode, I cover how to reuse the meta description, the post excerpt, and the post content itself so you can…
Repurposing Content: The Upstream Method (Episode 87)
Mar 27, 2017 • 18 min
Have you ever thought about writing a book, but can’t find the time? In this week’s episode, I lay out my entire blog-to-book process from planning to execution. It allows you to achieve two goals at the same time: Completing a large project and building…
Repurposing Content Across Contexts (Episode 86)
Mar 20, 2017 • 14 min
Marketing is getting highly personalized. Each channel is its own community, which means that one “message” won’t cut it anymore. Let’s look at the ways this affects how you repurpose content across different channels, in different contexts.
Repurposing Content Across Formats (Episode 85)
Mar 13, 2017 • 13 min
Are you repurposing blog posts into email newsletters? This and other strategies for making more than one use out of your content can make you much more efficient. Here’s how to do it safely and effectively.
Repurposing Content Is a Part of Any Content Strategy (Episode 84)
Mar 6, 2017 • 10 min
Are you making multiple uses of blog posts, press releases, and emails to customers? With a little planning up front, content strategy helps you think a few steps ahead and save yourself valuable time while building a set of content as a business asset.
Picking Better Models for Your Business (Episode 83)
Feb 27, 2017 • 14 min
In building your business, are you always feeling behind? Like you can never live up to the countless stories of success? Maybe it’s time to stop setting impossible standards. Here’s one small change in perspective that can shorten your goal horizon.
How to Make Your Content More Shareable (Episode 82)
Feb 20, 2017 • 12 min
Time for a gut check. You’re producing content, you’re sharing on social. But stop and ask yourself as objectively as you can: Is your content good enough that YOU would share it (if it wasn’t your own)? Let’s look at why and how people share, so that it…
How to Syndicate Content Safely on Medium (Episode 81)
Feb 6, 2017 • 12 min
Have you been reposting your blog content on Medium? It’s a great way to extend your reach, and with Medium’s new “Import a Story” feature, it’s incredibly easy and 100% safe for SEO. In this week’s episode, I give a quick overview of how to incorporate…
Content Syndication: Safe SEO Practices for Your Blog (Episode 80)
Jan 30, 2017 • 15 min
Duplicate content is bad for SEO or is it? Content syndication, done properly, is not only safe but encouraged. There are 4 methods for syndicating content, two of which I endorse for a clean and effective content strategy.
The Four Principles of Teaching Your Customers (Episode 79)
Jan 23, 2017 • 11 min
Do you like to be sold to? I don’t. “Push marketing” can only generate awareness. While awareness is important, it’s only Step 1. Trust comes when you try to teach your customers instead bring some value to them instead of just pushing product on them.
Producing Content to Educate Your Customers (Episode 78)
Jan 16, 2017 • 11 min
When you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher?
A New Direction for Medium: Can Ev Williams Save the Web? (Episode 77)
Jan 9, 2017 • 12 min
In the Web’s pay-per-click model, you get what you pay for. A race to the bottom. The result has been fake news, click bait, and creepy ad bots. I’ve had enough, and it appears that Ev Williams has, too. Will he have the courage to make Medium (and…
The Social Media Strategy Series: Wrap-Up (Episode 76)
Dec 12, 2016 • 21 min
Social media for business is more than just Facebook, LinkedIn, and Twitter. In the season finale of “Marketing Without the Marketing, I give a top-level blueprint of a cohesive social media strategy that maximizes impact and efficiency.
Know Your Customer: How Starbucks Uses Data-Driven Marketing (Episode 75)
Dec 5, 2016 • 22 min
Data-driven marketing is becoming a must-have, even for small businesses. Here’s a brief case study of the Starbucks Star Rewards Program and how to apply the lessons to your own business.
Challenging Conventional Wisdom in Content Marketing: Interview with Louie La Vella (Episode 74)
Nov 28, 2016 • 35 min
The principles of event marketing can be applied to small businesses of all types. In my interview with event producer Louie La Vella, we look at some counterintuitive strategies involving live video (including Facebook Live), affiliate marketing, and…
On the Horizon: A Preview (Episode 73)
Nov 21, 2016 • 11 min
Here s a brief preview of what s to come in future episodes, including two new series that get into the more advanced aspects of content strategy.
LinkedIn Pulse for Business: Baseline Strategies for Personal Branding (Episode 72)
Nov 14, 2016 • 14 min
While LinkedIn Pulse is a low-commitment way to get started with blogging for business, you really need a strategy to get the most out of it. Here are two distinct game plans for you to consider: Which one is worth the time investment?
You Only Have to Tell Me One Lie (Episode 71)
Nov 7, 2016 • 13 min
In your marketing, does what you say about yourself match what your customers say about you? If it doesn t, you may have a trust problem and you may not get a second chance to repair the damage.
Periscope for Business: Using Live Video as a Marketing Strategy (Episode 70)
Oct 31, 2016 • 15 min
Have you tried using Periscope for business or any other live video app? There are a lot of advantages for brands, and companies are getting really creative with it. Let s have a look at whether or not live video will be a good strategy for you and your…
Twitter’s Persistent Superpower (Episode 69)
Oct 24, 2016 • 15 min
While I was attending a conference last week, I had a realization about Twitter and why it s still an important platform for business purposes despite all of the talk of its decline. There s one aspect in particular that Twitter does better than anyone,…
Facebook Groups for Business: A New Approach to Marketing (Episode 68)
Oct 17, 2016 • 16 min
With organic reach down to 9% or lower, Facebook has become purely a pay-to-play platform for businesses. Facebook Groups are the exception, and may be one of the most powerful marketing tools available. Here s my strategy for how to build and nurture an…
Twitter Ads for Business: An Underrated Marketing Strategy (Episode 67)
Oct 11, 2016 • 22 min
Social media is a great starting point to drive awareness of your business, but let’s face it there’s a ton of noise out there. One strategy that can help: Twitter Ads. If you haven t tried ads yet as a part of your content strategy, here’s a quick guide…
Hope Is Not a Marketing Plan (Episode 66)
Oct 3, 2016 • 6 min
There are no shortcuts in building a business. That s why those insidious “instant success” stories are dangerous to real, working businesses. Here is one of those stories and my reaction to it.
Medium for Business: The Benefits of Social Blogging (Episode 65)
Sep 26, 2016 • 19 min
Medium has a ready-made audience and a algorithmic feed mechanism to get you in front of an audience that’s different than your own blog. Here s how to coordinate the two your blog and Medium into a coordinated and effective strategy.
Facebook Ads for Business: Boosting Your Awareness (Episode 64)
Sep 12, 2016 • 24 min
A lot of businesses are using Facebook but not a lot of them are using Facebook Ads. With the right strategy, you can get a huge awareness boost for your product or service, targeted to the right audience. Listen to the episode for some starter strategies…
Pinterest for Business: Are You Missing an Opportunity? (Episode 63)
Aug 29, 2016 • 17 min
Pinterest is still one of the most popular social media platforms, and it has been evolving into a great marketing tool for small businesses. Here s a starter strategy to get you up and running and taking advantage of their new business-friendly features.
Pausing to Say Thank You
Aug 22, 2016 • 2 min
Pausing to say thank you for listening to “Marketing Without the Marketing.” I’ll be back next week with a brand new episode.
Instagram Stories vs. Snapchat for Business (Episode 62)
Aug 15, 2016 • 16 min
Instagram and Snapchat are each powerful social platforms that can help you construct a visual narrative around you or your business. But each have specific limitations as well. Here s a quick comparison so you can make a decision for your business.
Snapchat for Business: How to Nurture Your Audience (Episode 61)
Aug 8, 2016 • 22 min
Should I be on Snapchat? It s one of the most frequent questions I get from small business owners. There s a lot of excitement about this new and unique platform and a lot of hype. Let s look at the considerations so you can make a good decision for your…
Instagram for Business: Brand Storytelling with Images (Episode 60)
Aug 1, 2016 • 20 min
Instagram is evolving quickly, and becoming more and more business-friendly with analytics, ads, and more. But is Instagram right for your business? In Part 6 of the Social Media Strategy Series, I look at some of the factors to consider and offer some…
Respect Your Audience (Episode 59)
Jul 25, 2016 • 10 min
Your audience will come to you. Give them time. When it s their decision, it will be a stronger bond between brand and consumer. Are you willing to give up some control for a deeper relationship with your customers?
YouTube for Business: Where the World Goes to Learn (Episode 58)
Jul 18, 2016 • 20 min
YouTube is still the king of video, despite powerful challenges from Facebook and Snapchat. In Part 5 of the Social Media Strategy Series, I talk about how YouTube might fit into your overall content strategy, including how to monetize the platform.
Google Plus for Business: Why It Still Matters (Episode 57)
Jul 11, 2016 • 16 min
Google Plus is still an important part of your content strategy. If for nothing else, it can help improve your search rankings. Here s an overview of my strategy to get a simple SEO boost with a minimum amount of effort.
Facebook for Business: Optimizing for Organic Reach (Episode 56)
Jun 27, 2016 • 23 min
Just because today’s Facebook is an advertising platform doesn’t mean that it’s the only method to get success out of the platform. Let’s look at how Facebook’s algorithm works and how to optimize for as much “organic reach” as you can get without paying…
LinkedIn for Business: What the Microsoft Acquisition Means for You (Episode 55)
Jun 20, 2016 • 21 min
LinkedIn is the focus of this week s episode of The Social Media Strategy Series. Are you getting the most out of the platform, or are you still treating it like an online resume? Now that LinkedIn is owned by Microsoft, should that change your strategy…
Twitter for Business: Is It Right For You? (Episode 54)
Jun 13, 2016 • 25 min
Is Twitter right for your business? Only you can decide whether or not it’s worth the effort. But to help you make a good business decision, here’s a rundown of the strategies that I use as a part of my own content strategy.
Social Media Marketing: Choosing the Right Content (Episode 53)
Jun 6, 2016 • 14 min
Social media marketing is an optimization problem. You want to focus on the right activities, in the right channels, to maximize your impact. But none of this will happen without the right content. There are three considerations in finding the balance…
Social Media Marketing: 4 Strategies for Channel Selection (Episode 52)
May 31, 2016 • 13 min
Getting the most out of your social media marketing efforts starts with channel selection. In this episode, let s look at my four basic criteria for picking the right channels for your business.
It’s Not Content Strategy Without Planning (Episode 51)
May 23, 2016 • 13 min
The goal of content strategy is to do much more than drive awareness. It s about creating a narrative and making sure that all of your content is contributing to that narrative. It’s also about planning smart so that you can actually create your content…
Episode 50: How to Get to 50 Episodes of Your Podcast
May 9, 2016 • 22 min
In celebration of my 50th episode, I d like help those of you who are thinking of launching your own podcast. This episode serves as an overview of my experience so far. I share a quick timeline of my launch plan, stats and rankings, strategies and…
How to Find Your Superpower and Focus on the Right Stuff: Interview with Katy Tynan (Episode 49)
May 2, 2016 • 33 min
The world of work is changing quickly. It doesn t matter if you re an employer or employee, starting your own business, or freelancing. Everything s different, from the way we work to our expectations of what work should be. Katy Tynan talks about the…
Taking Your Social Media Strategy Seriously (Episode 48)
Apr 25, 2016 • 15 min
If you re still deriding social media as a shallow waste of time, it s time to get with it. Other businesses are getting a lot out of it, forming real relationships with real customers. Are you leaving this opportunity to your competitors, or is it time…
Me as a Customer (One Tough Customer)
Apr 18, 2016 • 12 min
Today’s consumers are savvy. Before a purchase, they’re going to research you, read reviews, and ask their friends about you. They’re going to make determinations about you even before the first “touch.” Are you set up to influence the process? Let’s take…
You as a Customer (Turning the Tables)
Apr 11, 2016 • 12 min
How do you behave as a consumer? What’s your evaluation process for a new product or service? Looking at your own process may offer some insight into how you present your offer to your customers and prospective customers.
Converting Your Customers Into Advocates
Apr 4, 2016 • 12 min
Word-of-mouth marketing can happen on its own, but you don’t want to leave it to chance. Here’s how to make your customers are a part of your overall content strategy.
Getting Your Customers Involved
Mar 21, 2016 • 11 min
It’s a missed opportunity if you don’t give your customers a seat at the table early on. First, if the customer has no effect on product development, you’ll probably get the product wrong. Also, the right customers have the potential to be your best sales…
Picking the Right Customers
Mar 14, 2016 • 10 min
Not all customers are created equal. There are some that your business can t live without, and there are others who are more trouble than they’re worth. Are you selecting the right customers the one who provide more value than they extract?
Finding Your First Customer
Mar 7, 2016 • 12 min
There’s no milestone more important to your business than finding the first person who will actually pay you. This episode is about really focusing on whom you are trying to serve and making your content work towards the singular goal of earning your…
How Content Strategy Makes You More Efficient
Feb 29, 2016 • 13 min
Small business owners are extremely busy, so one of the single biggest things you can do to impact your business is to become more efficient with your content strategy. Here s how to treat your content as an investment in a reusable business asset, saving…
Social Media Strategy for Brick and Mortar Businesses: Interview with Laura Nunemaker (Episode 40)
Feb 22, 2016 • 33 min
How can brick and mortar businesses make the most of social media? On this week s episode, I interview Laura Nunemaker about her specific strategies for offline businesses, clever cross-promotion opportunities, and careful automation to help make you more…
New Opportunities in a Post-Gatekeeper World
Feb 15, 2016 • 10 min
Why are you waiting for permission? Walk straight past the Gatekeeper and connect with your audience directly. There s nothing holding you back anymore, and there are no excuses. Your audience is your greatest business asset it shifts the power in your…
Timing and Frequency in Content Strategy
Feb 8, 2016 • 10 min
The right information, delivered at the right time, is powerful. The opposite is true, too. Get it right, and your posts are not just welcome but even anticipated!
How to Get Publicity and Other Media Coverage: Interview with Chris Well (Episode 37)
Feb 1, 2016 • 26 min
How do you get media coverage for your business? On this week s episode, I interview Chris Well about his strategy for how to build your media kit, identify the right outlets, craft the perfect pitch, and set up a series of appearances that can help boost…
Building Your Online Authority (Episode 36)
Jan 25, 2016 • 12 min
When you re seen as an authority, it opens up all sorts of possibilities to you. Trust in you builds, which accumulates as an asset for you and your business. The value you create sticks with you, and can even transfer to your next business, your next…
Optimizing Your Content for Searchability and Discoverability (Episode 35)
Jan 18, 2016 • 14 min
Getting found and getting heard are a huge challenge in today s world. Here s how to set yourself up to be searchable and discoverable so that you have a better shot at it. Smart tactics with no tricks.
How to Create Brand Advocates (Episode 34)
Jan 11, 2016 • 9 min
A story is at the root of trust, and a good content strategy gives your brand advocates the language to use on your behalf. Since it s more believable in their hands, you should be doing all you can to make it easier for them.
Teaching and Learning
Jan 4, 2016 • 12 min
This week’s episode is about two new projects for 2016. I also ask a favor: For those of you who are writers, musicians, or visual artists, I invite you to talk about how the Web and social media has affected you and your creative business.
Thank You to My Listeners
Dec 21, 2015 • 7 min
I wasn t going to post this week, but I couldn’t stop myself. Lately I ve been overwhelmed by gratitude. Thank you to all my listeners - I really appreciate your support!
Running Your Business the Right Way
Dec 14, 2015 • 13 min
Looking back at the first 30 episodes of this podcast, I have an epiphany about what content marketing is really about. It s an antidote to the lies, micro-lies, and lies of omission that marketers have forcing on us for years.
Content Strategy Planning for Small Business Owners
Dec 7, 2015 • 11 min
Content marketing is about shifting from you talking about you to customers talking to other customers about you. It s a lot of work at first, but the only way to see rapid, self-replicating growth.
Differentiating Yourself as a Small Business
Nov 30, 2015 • 11 min
Articulating your solution in your customers own language is a much more powerful way to connect than just throwing me-first marketing-speak at them. First, you have to know your audience.