In 2018, Jimmy Daly, then VP of Growth at the content marketing agency Animalz, wrote a compelling post titled Your Blog Is Not a Publication. It outlined why a publication mindset was expensive and problematic, and why “library” style content hubs were superior. In this episode of Kitchen Side, our team explores how we conceptualize this argument in the modern day. Times have changed, and the clearcut argument that Jimmy made isn’t quite as clear. Show Topics:The definition of a library vs. a publicationPublications create demand, libraries meet demandNew SaaS companies can stand out with publicationsA hybrid approach to content is best Think of your content strategy like a portfolio Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Morgan Brown is Vice President of Growth Marketing for Shopify where he’s responsible for Shopify’s merchant growth. Prior to Shopify, he was a Director of Product at Facebook working in the Messenger organization. He is also the author of Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success. Morgan has spent his career helping companies of all sizes grow at the intersection of digital marketing and product development. Growth is a word that has nearly lost its meaning. Somewhere along the way, it went from a model that prioritized product and experimentation to being a synonym for performance. It’s become a label that gets slapped on everything from growth hacking to growth PR. But that doesn’t mean it no longer has value. Morgan has gone from working at agencies during the birth of digital marketing to leading product management at Facebook. In this episode of The Long Game, Morgan shares his early introduction to growth, the career lessons he’s learned, and the successful tactics employed by his team at Shopify.Connect with Morgan Brown:ShopifyLinkedIn and TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Ty Magnin is the Director of Marketing, Content & Web at UiPath, a software automation company. That means he spends a lot of time building and maintaining website and digital content experiences for different audience segments. Before UiPath, he grew Appcues on 95% organic inbound content as a member of the founding team. And before that, he was the first marketer at Work Market, where he helped the team scale to an acquisition by ADP. He loves building audiences—on Twitter, at a conference, for a blog—wherever.There are many different ways to start a marketing career, from juggling multiple hats at a tiny startup to honing a specialty at a large company. Regardless of where you start, at some point you’ll start to think less about just getting by and more about what you want out of your career. In this episode, Ty shares the advantages and disadvantages of startups versus established organizations, tips for building a content team, and the importance of finding a sense of purpose.Check out UiPathFind Ty Magnin at tymagnin.com or on Twitter Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

There are many ways to drive traffic to your website. Organic, direct, paid, referral, social—each has a place and purpose in the greater marketing scheme. Organic traffic has long been held up as the “best” type of traffic. The truth? It depends. All too often organic traffic is driven by surface-level content that doesn’t actually convert customers. In this episode, as part of our Kitchen Side series where we take you behind the scenes at our agency, the Omniscient team debates the value of organic traffic. We discuss why keyword search volume is overrated, the value of differentiating in a new space, and how your tactics should change along with your company goals. Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientConnect with Alex on Twitter or LinkedInConnect with Allie on Twitter or LinkedInConnect with David on Twitter or LinkedInListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kaleigh Moore is a freelance writer covering retail and e-commerce for software companies like Shopify and Stripe. She also covers sustainable fashion for publications like Forbes, Adweek, and Vogue Business.Kaleigh started her freelance career nine years ago and has grown her brand into an amazing mix of B2B SaaS content marketing, authoritative retail journalism, freelance community building, and consulting.Allie first met Kaleigh five years ago, when she was initially considering her move into freelance writing. She was Kaleigh’s first coaching client and gives her full credit for where she is today.In this episode, Kaleigh and Allie discuss everything from a career in freelance writing to honing their own creative catalysts in a noisy world.Follow Kaleigh on Twitter and visit her website.Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Camille Trent is the Head of Content at Dooly, the fastest way to update Salesforce. Some content marketers thrive on being a jack of all trades. This is especially true of Camille. Her background spans advertising to copywriting to product marketing, and she draws on all of those skills today. Startups are Camille’s current sweet spot, and she has a clear knack for getting inside the heads of others—whether that’s the sales team or her customers—in order to best understand how content should work from the inside out.   In this episode, Allie and Camille discuss transitioning from advertising to content marketing, and striking a balance between a creative contributor and a creative catalyst. When Camille is not writing, she's hanging out with her pup and two favorite redheads. Or she's trying to coach the Portland Trail Blazers to victory from her couch.Follow Camille Trent on LinkedIn or Twitter. Check out DoolyConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sean Blanda is the Director of Content at Crossbeam. Crossbeam is a Partner Ecosystem Platform that helps companies securely exchange data when partnering. People use Crossbeam for real-time account mapping, sourcing leads, and vetting co-marketing opportunities.Sean is passionate about content that builds communities and brings people together. In this episode, host Allie Decker talks to Sean about how he’s scaling his content team at Crossbeam, and how being a Director of Content isn’t that much different from SNL’s Lorne Michaels. Connect with Sean at www.seanblanda.com and follow him on TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Do you call yourself a freelance writer or content marketer? There’s a fine line between the two, and the modern content marketing world is full of possibilities. In this episode, Alex talks to Brooklin Nash who has 8 years of content marketing experience. Outside of his full-time role as Manager of Community Content for Outreach, he's Head of Content at Sales Hacker. His clients include: Mixpanel, Intricately, MediaRadar, Metadata.io, and PostBeyond as a guest contributor, and he's written for G2, Drift, Business2Community and MarketingProfs. His full-time role at Outreach focuses on helping salespeople weave their content together and build organic channels to drive revenue. Considering Brooklin fell into content marketing by accident, he’s finely attuned to what makes good content tick. He draws on his freelance writing roots and passion for learning to excel. In this episode, he shares why you should find a niche, seek out conversations, and experiment.   He lives in Guatemala and his guilty pleasure is young adult dystopian fiction.Check out Sales HackerCheck out OutreachFollow Brooklin Nash on LinkedIn or TwitterConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Adrienne Barnes is the Founder of Best Buyer Persona, and a B2B SaaS Content Marketing consultant. Here’s a staggering statistic. In a survey conducted by content marketing consultant Adrienne Barnes, 85% of marketers said they create buyer personas. Want to know how often they used them? 77% said never. The cold reality is that traditional buyer personas have become a “check the box” marketing practice - and a waste of time. That’s why Adrienne created Best Buyer Persona: to re-imagine how personas are created, and turn them into something informative and actionable. In this episode you’ll learn how to conduct customer research the proper way to inform your content marketing strategy, and more.When she’s not identifying companies’ best buyers, she’s using her customer research skills to create unique and effective content marketing strategies. She’s worked with amazing companies such as: Audiense, Stripe, Demio, Monday.com, Unbounce, and Smartling.Connect with Adrienne on LinkedIn or TwitterBest Buyer Persona was founded in 2018 and helps SaaS companies define their best buyers using the Jobs-To-Be-Done framework. Check out Best Buyer PersonaConnect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Chris Schreiber is the Head of Marketing at Qwilr. He has over 15 years experience marketing and selling software products, starting his career at Google where he led promotional campaigns to generate buzz around the launch of key Google products/initiatives, including Google Apps, Docs, Photos, Open Social and Blogger. He went on to lead the marketing teams at high-growth software companies like Sharethrough and Brandcast.In this episode, Chris shares how to get started, effective tactics for creating demand, and how to empower your users to spread the word. When marketing a product, you’re usually trying to capture an audience that’s already searching for similar solutions. They’re aware of what they need and just want you to prove that your product has those things. But when you’re creating in a new category without an established market, you’ve got a different path ahead of you. Connect with Chris on Twitter: @cousinchris Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/