Marketing Without the Marketing

Marketing Without the Marketing
Content Strategy for Building an Audience
SEO: Write for Humans First, Robots Second (Episode 138)
Nov 13 • 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 • 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 • 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 • 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 • 9 min
As we know from doing content marketing, 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…
SEO: A Different Approach (Episode 133)
Sep 24 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 • 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 your 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 fall behind. Let’s commit to making…
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 new 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 a…
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
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
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
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
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.
Why Do Small Businesses Need a Content Strategy?
Nov 23, 2015 • 10 min
Building an audience is difficult. But the rules have changed, and they are in your favor now. In this episode, I make a case for why your business needs a cohesive content strategy.
Social Media Marketing: Choosing Your Channel (Episode 27)
Nov 16, 2015 • 14 min
You can t have content marketing take over your life - you just need it to deliver meaningful results for you and your business. Here s how to focus on the one or two social media channels that will yield the best results for you.
Social Media Marketing: Making Real Connections (Episode 26)
Nov 9, 2015 • 12 min
Social media is easy enough for anyone to use, but getting the nuances down is the challenging part. Once you get it, you ll be building awareness, attracting the right people, and engaging in valuable discussions.
Improving Your Click-Through Rate (CTR)
Nov 2, 2015 • 11 min
This week s episode gives an overview of how to optimize your post image, post title, and post meta so that people are more likely to click on the links you share.
Finding the Influencers in Your Audience
Oct 26, 2015 • 12 min
Building trust is the ultimate goal of content marketing. Here s how to move up the payment scale, from attention to advocacy to earning and keeping a loyal customer.
Unlocking the Power of Content Marketing
Oct 19, 2015 • 11 min
Just like in traditional selling, you can t just march in unannounced and ask for the sale. You have to do the work and prove yourself first. Content marketing is no different.
An Audience Is Your Greatest Asset
Oct 12, 2015 • 11 min
Building an audience is difficult, which is why it s so valuable. Organic growth takes time, but if you are willing to do the work, you can create perhaps your most valuable business asset.
How to Get Past Writer’s Block
Oct 5, 2015 • 11 min
If you’re running a business, you don t have the luxury to succumb to writer’s block. Your content strategy depends on consistency, so you need to keep things moving. Here are a couple strategies that I employ, and I hope they will work for you too.
Getting Started on Your Book Project
Sep 28, 2015 • 10 min
Any book project is a daunting task. It s simply too much to comprehend all at once. Here’s how to assess and organize the content you have, make some key decisions, and actually get the process started.
Things to Consider Before Starting Your Book Project
Sep 21, 2015 • 10 min
Writing a book is a huge undertaking. To make it more manageable, here’s how to use a blog as your first draft. Practicing in front of a live audience is not only good for your writing it s good for your business too.
Should Writing a Book Be a Part of Your Content Strategy?
Sep 14, 2015 • 11 min
Writing a book is not to be taken lightly. But it can be a fantastic strategy if it serves your business goals. Let s look at the considerations to help you decide for yourself.
What the World Doesn’t Need
Sep 8, 2015 • 7 min
Do we really want people to stop innovating? Because that s the sentiment in the phrase, what the world doesn’t need. Even if you re not an early adopter, you can get behind innovators who are making the world a better place.
You Haven’t Tried Everything
Aug 31, 2015 • 8 min
Saying that you’ve tried everything is a form of giving up. But while there are always more things to try, how do you know when to stop? Is the project truly over, or is success right around the corner?
How to Run a Successful Kickstarter Campaign: Interview with Bruce Myren
Aug 24, 2015 • 35 min
Kickstarter can be a great strategy. But there are a lot of myths about crowdfunding, which is why most campaigns fail. On today s episode, Bruce Myren shares his strategy and experiences in successfully funding his own project with Kickstarter.
Ideas vs. Execution (Episode 14)
Aug 19, 2015 • 11 min
Ideas are a dime a dozen, even the great ones. It s the execution that counts. So, if you ve got a great idea, get going. Start building, start creating, start testing. Start solving problems. There s nothing in your way.
The ROI of Content Marketing
Aug 17, 2015 • 8 min
What’s the ROI of content marketing? Measuring awareness is easy, but measuring trust is not. Awareness alone won’t do it for you though, and your message won’t travel without trust. So if content marketing is going to work for you, don’t start with the…
Content Marketing: Content as a Promise
Aug 13, 2015 • 7 min
Make a promise to your audience. Then consistently deliver on that promise. That s content marketing, in a nutshell. Building authority, credibility, and most importantly, earning the right to ask for the sale down the road.
Getting Started with Marketing Optimization: Interview with Todd Meisler
Aug 10, 2015 • 31 min
Small business owners are strapped for time, which is why a little optimization can make a huge impact. On today s episode, Michael Boezi interviews Todd Meisler, a marketing optimization specialist, about the steps you can take to optimize your marketing…
Content Strategy: Content as an Asset
Aug 6, 2015 • 8 min
Content strategy can make you a lot more efficient if you treat your content as a business asset. With a little strategic planning up front, your content can be a renewable resource an investment rather than a cost.
Separating Strategy and Tactics in Content Marketing
Aug 3, 2015 • 12 min
For content marketing to be effective, you need two things: 1) a strategy; and 2) a set of tactics to execute the strategy. Here s how to make sure that they are working together in service of your business goals.
The 3 Types of Content Every Small Business Needs
Jul 29, 2015 • 10 min
Any content strategy involves three types of content. The first two are about you and your business, but the third one is your true upside, because it s about a relationship between you and your customer. The trick is to get all three types of content…
Is Content Marketing Right for Your Business?
Jul 27, 2015 • 8 min
Content marketing take a lot of time and effort, so you want to be sure that it s a good investment. In the seventh episode of “Marketing without the Marketing, Michael Boezi talks about how to determine whether or not your business is likely to benefit…
How Your Audience Creates More Audience
Jul 23, 2015 • 7 min
In the sixth episode of “Marketing without the Marketing,” Michael Boezi talks about how you should abandon self-promotion and motivate your audience to bring you more audience.
The Three Core Elements of Content Marketing
Jul 20, 2015 • 8 min
In the fifth episode of “Marketing without the Marketing,” Michael Boezi talks about consistency, persistence, and patience the three core elements” of content marketing.
Building the Foundation of Your Content Strategy
Jul 16, 2015 • 9 min
In the fourth episode of “Marketing without the Marketing,” Michael Boezi talks about how to establish an online presence with The Three Pillars of Online Branding: Web, blog, and social.
Why Content Marketing is Your Only Choice
Jul 13, 2015 • 8 min
In the third episode of “Marketing without the Marketing,” Michael Boezi talks about how to cut the marketing speak and get better results using a content strategy instead.
Who Can Benefit from Content Strategy? (Episode 2)
Jul 9, 2015 • 9 min
In the second episode of “Marketing without the Marketing,” Michael Boezi looks at his two audiences and the only metric that matters when measuring the effectiveness of your content strategy.
Introduction to Content Strategy
Jul 7, 2015 • 5 min
In the first episode of “Marketing without the Marketing,” Michael Boezi gets into the basics of content strategy for building an audience.