Quality content is the difference between run-of-the-mill advertising and a campaign that grabs people’s attention. But cultivating your talent as a content writer takes intentional work. Alicia Johnston, Director of Content at Sprout Social, has experienced both being and managing content marketers. What’s one common denominator for good content writers? Their skills go beyond writing. In this episode, Alicia tells us what makes content writers unique, how to create strategic content, and why you should merchandise your work.Show TopicsTarget customer personasListen to social mediaUnderstand the gameAsk the same questions yearlyUse your own dataCreate authentic contentBe a storytellerHire curious peopleMerchandise your workWrite to entertainShow Links Check out Sprout SocialFollow Alicia Johnston on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?](https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/)017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How do you handle being the only content marketing person in a startup? Become a Swiss army knife. Versatility and a wide variety of skills are vital for solo marketers in the startup world. And there’s no better place to learn than in a startup role. The wider your skillset, the more you can help your company grow. Nikhil Venkatesa, content marketing lead at Convictional, has worked in all kinds of marketing setups. But he’s sharpened his skills the most working as a one-man marketing team. In this episode, Nikhil shares his tips for working solo in marketing, how to stay focused on long-term goals, and why busy work can lead to burnout.Show TopicsBe a Swiss army knifeTest new channels before you hireCreate the right kind of trafficStart at a marketing agency Hire agencies to do specific jobsBuild authentic relationships Orient strategies around your missionBe approachableCheck in with employeesDon’t get distracted by busy workShow Links Check out ConvictionalFollow Nikhil Venkatesa on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

What is thought leadership? Some would say it’s the expression of ideas that demonstrate you have expertise in a particular field or topic. It could also be described as a tactic marketers use to build credibility for themselves in their company. Ryan McCready is the Managing Editor at Reforge. In this conversation, we dive into thought leadership and how we define it, why hot takes are the bedrock of thought leadership, and we talk about how to work with experts.Connect with Ryan:https://twitter.com/RyanMcCready1https://www.linkedin.com/search/results/all/?keywords=ryan%20mccready&origin=RICH_QUERY_SUGGESTION&position=0&searchId=28ddbd3d-00be-42d2-afe1-e7a035908b0c&sid=y!XPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

What's the difference between creating demand in marketing and establishing it? The answer may not be as clear-cut as you think. Capturing demand and creating demand are actually two sides of the same coin. You can't create demand out of thin air. All you can do is capitalize on existing demands—whether people are aware of those demands or not. In this episode we talk through meeting demand versus establishing demand, how to evangelize your product, and why the best markets are the ones people don't even know exist.Show TopicsDon’t rely solely on SEOEstablish what demand meansSolve problems people don’t know they haveEvangelize your productReach a new audienceCreate demand with SEOUse the surround sound strategyDetermine your hierarchy of needsFind answers for pain pointsSimplify your approachShow Links Follow David Ly Khim on LinkedIn or TwitterFollow Alex Birkett on LinkedIn or TwitterFollow Allie Decker on LinkedIn or TwitterWhat 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.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

When you’re trying to grow your small business, how do you know when it’s time to hire outside help? John Doherty believes that partnering with a marketing agency can significantly increase your growth by providing you with a team of experts and freeing up your time as a founder. But finding the right agency has its challenges. As a veteran digital marketer and founder of Credo and EditorNinja, John loves talking about building businesses and growing your mindset as an entrepreneur. He talks to us about how to hire an agency to buy back your time, the three pillars of SEO and the importance of keeping things simple.Show TopicsBuy back your timeUse the ladder of lead generationIdentify your best leadsHire based on channel experienceDo the mathKnow the three pillars of SEOKeep things simpleBalance experiments with your core businessView your business as a water wheelGive yourself permission to changeShow LinksCheck out CredoCheck out Editor NinjaFollow John Doherty on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Your business’s reputation is vital to its long-term success. And Thomas Smale is an expert in growing a brand from an idea to a multi-million dollar company. Thomas, founder and CEO of FE International, is a serial business entrepreneur and M&A expert. He’s found that reputation is what makes businesses sink or swim. So what can you do to bring your business to peak performance? In this episode, Thomas shares his tips for building the right reputation, such as the importance of analyzing every transaction, how to build the right workplace culture, and why it’s important to do the right thing.Show TopicsBuild a good reputationStrive for perfectionPick the right clientsDo your due diligence Invest back into your industry Don’t depend on trendsBe intentional with workplace cultureLet people goDo the right thingFocus on one goalShow Links Check out FE InternationalFollow Thomas Smale on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Join us for Office Hours on Demand Creation: https://beomniscient.com/office-hours/Content marketing is about a lot more than spending money on banner ads and sending out leaflets in the mail. For Michael Brenner, CEO of Marketing Insider Group, content marketing is a two-way dialogue between a company and its audience. With content marketing, you build trust through consistent interaction with customers. And Michael believes that the more credibility you have with customers, the more they’ll be willing to listen to what you have to say. Michael spoke with us about the importance of consistency in content marketing, why you shouldn’t be afraid to be basic, and how touchpoints can help you be more efficient with your funding.Show TopicsDefine the role of marketingDon’t talk about your productFind new ways to advertiseShow up on a regular basisBe basicPay attention to the customerFill in blind spotsFocus on touchpointsAnalyze what doesn’t workHire curious writersShow Links Check out Marketing Insider GroupFollow Michael Brenner on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Join us for Office Hours for a 30-min workshop on Demand Creation.The top question on the minds of business owners and marketing leaders alike is: how do you prepare for a looming recession? Inflation and economic uncertainty have plenty of companies concerned about what the future holds. In this episode of Kitchen Side, we  share how we are staying on the defense through a pending recession and how you can stay diligent too. We cover how to handle an anxiety-inducing news cycle, ways to allocate your resources during a recession, and why adaptability is the key ingredient to surviving — and thriving.Show TopicsKeep your team in the loopConcentrate on what you can controlBe judicious with your spendingDouble down on high-value itemsKeep your eyes on the prizeLet the small fires burnFigure out where to cutUnderstand which efforts impact revenuePay attention to customersMaintain agility and adaptabilityShow Links Connect with Alex on LinkedIn or TwitterConnect with David on LinkedIn or TwitterConnect with Allie on LinkedIn or TwitterWhat 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.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be Omniscient

The consultant industry is incredibly competitive. You have to contend with other consultants, marketing agencies, and various organizations. So what can you do to stand out and come across as credible? Brian Honigman, a marketing consultant based in Philadelphia, recommends gaining experience in a variety of marketing sectors to increase your credibility. Brian has taught as an adjunct professor at multiple universities and also works with technology companies, media brands, and NGOs to earn them meaningful results with digital marketing, social media, and content marketing. In this episode, Brian chatted with us about the importance of diversifying your clients, how to follow trends, and why you shouldn’t overload your work schedule.Show TopicsIncrease your credibility Diversify your workDon’t stay in your bubbleBe an innovatorFind a balanceCut through the noiseDefine customer personasDon’t burn outBe efficient with your timeAvoid comparison Show Links Check out Honigman MediaFollow Brian Honigman on LinkedIn or TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)028: 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:015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Technology is constantly adapting, and that means that tech-based companies must adapt along with it. SaaS companies especially need to stay current, or else they’ll easily become stagnant. If a business isn’t on the cutting edge, its customers will look elsewhere. Michele Don Durbin has walked through the process of adaptation with the company Evernote, where she is the Senior Vice President of Marketing. In this episode, Michele shares how Evernote adapted to changing technology, why you have to prioritize your audience, and how to make the most of your market.Show TopicsReadapt to stay currentCommunicate with your customersThink about your audienceBe considerate of existing usersTake advantage of opportunitiesTailor your product to your audienceLead by exampleConnect with your employeesFind good mentorsShow Links Check out EvernoteFollow Michele Don Durbin on LinkedIn or TwitterPast 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), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.Some interviews you might enjoy and learn from:020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)045: Building Competitive Marketing Content with Sam Chapman (Aprimo)0:57 Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)062: Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina (Orbit Media Studios)056: How SparkToro Approaches Growth & Productivity (Rand Fishkin)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:0:59 Kitchen Side: How To Build an Audience with Content Marketing015: Should You Hire Writers or Subject Matter Experts?017: How Do Growth and Content Overlap?027: Is Organic Traffic the Best Traffic?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/