The Long Game

Red versus blue: do you know which ocean you’d rather swim in? We discuss the blue ocean strategy and how to navigate high- and low-competition markets. Blue oceans represent uncrowded markets with low volumes of competition. The waters in a blue ocean are clear and open for swimming. Red oceans, however, are high-volume, highly competitive markets that are more challenging to navigate. Whether you’re in a blue ocean or a red ocean, your goal is to find a strategy that sets your company apart and gives your product a fighting chance. In this episode of Kitchen Side, we talk through the pros and cons of both red and blue oceans, what it takes to create a new market, and how to set your company apart from the crowd.Show TopicsFind a strategic edgeFocus on lower keyword difficultyEmploy phrases customers usePiggyback on existing categoriesEvangelize your ideaStart smallDo it allBuild a moatFind your own blue oceanLeverage what makes your company uniqueShow Links Connect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInPast 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/

There’s no single playbook that works for every startup. But one thing they all have in common is a strong foundational team. If you have the right team, it’s easier to set your business up for success. Eric Hann is an expert at helping early-stage companies find their go-to-market fit. As the Senior Director of Marketing at Order, Eric has learned what makes a startup team great—and what to avoid. In this episode, Eric shares how to build a demand generation team and program from scratch, why you need curious team members, and how to lower your employees’ fears of failure.Show TopicsCreate an environment that doesn’t fear failureStay grounded in what’s repeatableLearn the rules of the gameBuild your startup around curious peopleHire people who ask questionsBe a generalistFollow a situational leadership modelDe-risk new challengesEvaluate your processesMake your own experiencesShow Links Check out OrderFollow Eric Hann on LinkedInConnect 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/

Want people to pay more attention to your brand? Give them interesting content to consume.Webinars are the latest, greatest way to capture an audience’s attention. Annette Cardwell is the Senior Director of Content, Community, Customer, and Web at Lattice. Events are a major part of Lattice’s company voice, and Annette has learned how to cater those events to her company’s specific audience. In this episode, Annette shares her tips for creating the perfect event, how to select the right guests, and why you should always repurpose your content. Show TopicsMake topics interestingCater events to your audienceSelect the right guestsDon’t be salesyDetermine which questions to cutFocus on your primary hookWork within your boxRepurpose, repurpose, repurposeBe patientProvide value through contentShow Links Check out Lattice Follow Annette Cardwell 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/

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/