The Long Game

Kitchen Side: MMA, Objective Content Quality, Flaws of "Tone of Voice"

Aug 4, 2023

53:32

Snipd AI

Marketing strategists Allie Decker, Alex Birkett, and David Ly Khim discuss the importance of mastering the basics of marketing, creating quality and relevant content, and the role of subject matter expertise and tone of voice in content creation. They emphasize the misconception that viral and entertaining content is necessary for marketing success, and highlight the significance of defining objective criteria for quality content.

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Quick takeaways

Mastering marketing basics before exploring novel ideas is crucial for success.

Prioritizing foundational aspects over flashy marketing trends leads to long-term benefits.

Setting clear guidelines for tone of voice in content creation enhances brand identity.

Deep dives

Content Quality Standards Debate

Standards of content quality are deliberated, questioning what defines high-quality content. The conversation delves into the subjectivity of quality, contrasting Margaret Jones' objective standards argument with the challenges of applying standards universally. Fitness analogies are used to draw parallels between marketing trends and the necessity of mastering basics before exploring novel strategies.

Content Quality: the right message with substance reaching the right person

01:06

Content Quality: lower bound heuristic

00:38

Content Quality: specific people’s posts - succes driver

00:31

Introduction

3min

Mastering the Basics in Marketing

11min

Exploring Process Efficiency and Subjectivity of Content Quality

2min

Evaluating Content Quality in Newsletters and Articles

7min

Crafting Quality Content Guidelines

15min

Exploring Codifying Feedback and Kindness vs. Niceness

6min

Exploring Different Types of Marketers

9min

In this episode of Kitchen Side, Omniscient Digital founders, Allie Decker, Alex Birkett, and David Ly Khim have a behind-the-scenes conversation about marketing strategies and ideas.

They discuss the importance of focusing on the basics of marketing and the tendency to chase after new and novel ideas. They draw analogies to fitness and discuss the idea of every company being a media company. They also discuss the misconception that companies need to create viral and entertaining content to succeed in marketing, emphasizing the importance of mastering the basics and creating quality content that is relevant and helpful to the target audience.

They also touch on the subjective nature of content quality and the importance of subject matter expertise and tone of voice in content creation. The conversation concludes with a discussion about different types of marketers and their characteristics.

Topics

The concept of content quality
The tendency to chase after new ideas in marketing
The importance of focusing on the basics of marketing
The responsibility of companies to advocate for starting with the basics
Defining quality content and having a sense of taste
Establishing a vision and exclusionary
Creating a checklist for quality
The importance of subject matter expertise in content
The role of tone and voice in content quality
Defining objective criteria for quality content
The importance of defining tone in outsourced content
Guidelines for tone of voice in content creation
Differentiating between being kind and being nice
Demand Generation and Growth Marketers

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: