In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim,  founders of Omniscient Digital discuss various topics related to marketing. 

They start by exploring the idea that creating demand is not always effective for startups and small businesses, and it's often better to meet people where they are and provide solutions to existing problems. They also touch on the concept of creating a new category or terminology to differentiate a product or service.

The conversation then shifts to the importance of understanding the dichotomy between creating demand and capturing demand, and the challenges of reaching customers at different stages of awareness. They discuss the role of educational content, the effectiveness of different marketing tactics, and the challenges of building a strong brand in the B2B landscape.

Topics

• Creating Demand vs. Capturing Demand
• Creating New Problems and Demand
• Educational Content in B2B Marketing
• The Importance of a Cohesive Content Program
• Content Promotion and Distribution
• The Complexity of Gartner Charts
• Blaming Marketing for Core Business Problems
• The Barbell Strategy
• The Meetup Strategy
• Thought Experiments and Looking Backward
• Connecting with People on New Platforms
• The Shift Towards Niche Communities

Show Links

• Connect with David Khim on LinkedIn and Twitter
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Allie Decker on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

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), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

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:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/