Social Pros Podcast

Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience. Full Episode Details  In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home. Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters. This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication. In This Episode: 2:23 - Steve introduces himself and shares what he does 4:16 - The importance of clarity in cutting through today’s noisy digital landscape 7:17 - How the brain’s RAS and WIIFM principles make messages stick 9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer 11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication 15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged 17:57 - Why timeless communication principles still apply in the age of social media 20:16 - Questions social marketers should ask to ensure their messages are clear and effective 22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging 26:35 - Using “memory darts” to create messaging that drives referrals 31:26 - Steve’s advice for aspiring social pros Resources  Connect with Steve on LinkedIn Visit Steve’s Website Visit SocialPros.com for more insights from your favorite social media marketers.

For the past few years, we’ve seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets… But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social.   Full Episode Details  Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT’s content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box. From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes! In This Episode: 2:08 - Mitchell gives us an overview of his job as a content strategist 3:10 - How social pros can approach working with non-sexy brands (and stay motivated) 5:40 - How Mitchell stays motivated when working on all types of content 7:54 - Mitchell’s take on how social media platforms and behaviors are changing 10:04 - How to get marketing clients with looking beyond vanity metrics 13:58 - Why employee-generated content is a huge trend today 19:57 - Why a desire to learn and try new things are a Gen-Z marketer’s secret weapon 24:05 - Are Gen-Z afraid of LinkedIn? 29:58 - Mitchell’s top tip for aspiring social pros  Resources  Connect with Mitchell on LinkedIn Follow Mitchell on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI. Full Episode Details  Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social. Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table. In This Episode: 2:55 - The origin story of Content Marketing Institute and Content Marketing World 5:27 - Why marketing teams are stuck in “busy work” and how to break free 6:00 - The power of “swing-for-the-fences” content projects that move the needle 6:29 - The rise of zero-click content and how it’s reshaping social strategy 7:19 - Why AI adoption pressures could lead to missed opportunities 9:05 - “Valuable friction” and why it’s key to smarter, more effective teams 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’ 13:42 - What content marketers and marketers in general should have on their radar for 2025 14:05 - Why brands should rethink “other people’s platforms” 15:38 - Robert’s advice for Social Pros 17:10 - What living person Robert would have a video chat with 17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn 19:00 - Why thought leadership is essential in today’s digital world 23:06 - Balancing personal brand with corporate storytelling 25:04 - Creating frameworks to shape and strengthen your thought leadership voice 26:51 - Amber’s advice for Social Pros 27:21 - What living person Amber would have a video chat with Resources  Connect with Robert on LinkedIn Connect with Amber on LinkedIn Content Marketing World Content Marketing Institute Visit SocialPros.com for more insights from your favorite social media marketers.

TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best. Full Episode Details  Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch. Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future. Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro. In This Episode: 2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact 5:20 - The story behind the Spice Village revival and the importance of social listening 10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations 12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way 16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox 17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox 22:26 - Social media platforms Lenox uses and the strategies for each 24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok 26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts 35:55 - Caitlin’s top tip for an aspiring social pro Resources  Connect with Caitlin on LinkedIn Follow Lenox on Instagram Follow Lenox on TikTok Lenox Website TikTok Magic: How Four Brands Cashed In on Going Viral Visit SocialPros.com for more insights from your favorite social media marketers.

Join Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, as she shares insights into the sweet world of candy social media. Discover how Ferrara engages audiences during Halloween, blending proactive strategies with real-time interaction. Annie highlights the uniqueness of brand voices across platforms and the value of authenticity in content creation. She even serves up a secret recipe to win over candy corn skeptics! Get ready for a delightful mix of trends, creativity, and community engagement.

How can brands build stronger partnerships with creators? We revisit this ever-important topic with Lucy Quick who joined us last year to talk about the secrets to successfully collaborating with influencers. This episode is a must-listen if you missed it the first time around and want some solid examples and tips on how to build brilliant partnerships with creators. Lucy is the Creator Partnerships Manager of Global E-Commerce Operations at TikTok, and she shares her unique perspective on how brands can tap into the goldmine of influencer marketing and build real partnerships with creators.  Full Episode Details  It’s one thing collaborating with influencers, but building meaningful, long-term partnerships is no easy feat. So what’s the secret to turning simple collaborations into strong partnerships? Lucy works with both brands and creators at TikTok so we couldn’t pass up on the opportunity to pick her brains. She provides insights on the current state of influencer marketing, reveals what questions brands should be asking, and explains why storytelling with data is the best way to prove your ROI. Plus, Lucy shares why working with macro influencers could be a huge win for your next marketing push and the secrets behind the most successful campaigns she’s worked on.  In This Episode: 1:19 - The current state of influencer marketing   5:45 - Questions that brands aren’t asking enough when working with influencers   8:47 - The top trends Lucy is seeing in the industry right now  12:43 - When influencers pivot to becoming competitors with brands   15:46 - How brands can strike a good balance between micro and macro influencers   17:36 - How brands should approach influencers in the early days of their career   19:56 - The best ways to talk about ROI and metrics   22:24 - How to navigate regulations around influencer marketing   24:41 - Lucy tells us about a funny campaign experience   27:05 - The different skill sets required for livestreaming  34:02 - Lucy’s tip for becoming a social pro  Resources  Connect with Lucy on LinkedIn Follow Lucy on Instagram Grab your free Social Media Audit Bundle Visit SocialPros.com for more insights from your favorite social media marketers.

Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, dives into how social media has transformed across generations, alongside millennial Hannah Tooker and Gen X Sunny Hunt. They discuss the shift from personal interaction to using social platforms for professional growth, highlighting Gen Z’s unique journey. Leanna points out common brand missteps in connecting with younger audiences and emphasizes the importance of cross-generational learning. The conversation is filled with insights into overcoming stereotypes and fostering collaboration.

Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social Media at the University of Arizona, says it’s all about “hiding the veggies” in your content.  Full Episode Details  We uncover the secrets behind what makes the University of Arizona’s social content so impactful. Emily reveals her approach to assessing content effectiveness and why sometimes you need the courage to walk away when something isn’t working. She calls this “Marie Kondo-ing” your social accounts. If your strategy is falling short of “sparking joy,” it’s time to say goodbye. Emily’s advice for social pros is to be proactive in all things – whether it’s keeping yourself up to date on trends, using data to measure success, or deciding how and when to pivot your strategy.  She offers predictions on the future of social media in higher education, discussing the impact of TikTok and the staying power of Instagram, plus her thoughts on battling against the evolving algorithm and changing audience preferences.  In This Episode: 1:45 - Emily explains her role and approach to social media  2:44 - How her team keeps things consistent for flagship accounts  4:58 - Emily’s approach to platform-specific content   6:18 - How her team “hides the veggies” when covering important topics    8:49 - The trick to making sure your strategy doesn’t get overlooked   11:15 - How the university keeps up with social media and algorithm changes   14:46 - Emily’s predictions for TikTok and what people use it for   18:11 - Emily reveals her favorite campaign  21:35 - How her team encourages faculty and students to get involved with campaigns   23:51 - Why you need to 'Marie Kondo' your social accounts   28:11 - Emily’s tip for aspiring social pros  Resources  Connect with Emily on LinkedIn University of Arizona Follow the University of Arizona on Instagram Follow the University of Arizona on LinkedIn Visit SocialPros.com for more insights from your favorite social media marketers.

We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers. Full Episode Details  Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them!  In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.   In This Episode: 2:07 - Sammy takes us through her career story as a creative strategist for different brands 5:07 - The top differences between organic and paid social 7:10 - How paid and organic social can complement each other 8:35 - Why marketers need to lean into empathy, especially in paid social 14:52 - How social media platforms have changed and how paid advertisers react  19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch  22:28 - Predictions for the future of TikTok for advertisers 25:35 - How UGC and influencers fit into paid social today 31:02 - How to connect with Sammy 31:41 - Sammy shares her top tips for aspiring social pros Resources  Connect with Sammy on LinkedIn Follow Sammy on Instagram Visit SocialPros.com for more insights from your favorite social media marketers.

Katie Robbert, CEO of Trust Insights, specializes in Ideal Customer Profiles (ICPs) that help fine-tune marketing strategies. She discusses how to gather valuable data to understand customer pain points and the crucial differences between ICPs and customer personas. Katie highlights the role of generative AI in evolving customer profiling for hyper-personalization in marketing. She also emphasizes the importance of online communities in maintaining customer connections and fostering business growth.