The Long Game

In this conversation, Alex and David Baum discuss the problems and challenges in content operations (Content Ops) and the need for a new generation of software and tools to support the way people work today. They explore the disarray in content strategy, the gulf between content managers and writers, and the risks of an SEO-first approach. They also emphasize the importance of preserving the human internet and the value of human-generated content in an era of generative AI. Overall, the conversation highlights the need for a more holistic and human-centric approach to content operations. In this conversation, David Baum and Alex discuss the future of the human internet and the challenges of algorithmic delivery. They explore the cynicism and lack of serendipity in content today, as well as the limitations of algorithms in discovering new content. They also delve into the incentives for choosing the human route in content creation and the scarcity of organic hits on search engine result pages. The conversation concludes with a call to action to check out relato.com and connect with David Baum on LinkedIn.Key TakeawaysContent Ops is a problem worth solving as there has been significant change in the way teams work and organize content, but there is a lack of proper software and tools to support this new way of working.The current approach to content ops is often fragmented, with homegrown solutions and a lack of robust platforms, leading to inefficiencies and wasted time.There is a gulf between content managers and writers, with different perspectives and problems. Content managers focus on strategic goals and outcomes, while writers face challenges in managing multiple clients and tools.An SEO-first approach to content marketing is risky due to increased competition, volatile search engine results pages (SERPs), and the need for high investment and velocity to compete.Preserving the human internet is crucial as AI-generated content threatens the unique voices and creativity of human content creators. Human-generated content is essential for training new models and maintaining the value and authenticity of the internet. The future of the human internet relies on finding a way to classify content as human or not.There is a need for more serendipity and less algorithmic delivery in content.Discovering new content is a challenging problem that current algorithms have not solved.The scarcity of organic hits on search engine result pages incentivizes content creators to choose the human route.Show LinksVisit RelatoConnect with David Baum on LinkedInConnect with Alex Birkett on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this conversation, Alefiya Dhilla discusses her experience with the challenges of technology and productivity, the impact of AI and change management, the role of a measured marketer, the importance of generalists and specialists, navigating politics and emotional intelligence, building portfolios of growth bets, and the journey of her consulting firm, Full Turn. In this conversation, Alefiya Dhilla discusses the synergy of three lines of business and the value they bring to clients. She emphasizes the importance of focusing on early to mid-stage growth companies that prioritize profitable growth. Alefiya also expresses her passion for supporting small businesses and highlights how tech greed has underserved them. She believes that applying existing technologies to smaller businesses can help them thrive. The conversation delves into the power of messaging and the need for marketers to stay sharp by keeping up with the latest tools and practices. The discussion concludes with a reflection on the evolution of growth and brand marketing and the importance of fluid productivity and finding balance.Key TakeawaysThe challenges of technology and productivity, such as managing multiple tools and accounts, can hinder efficiency and require change management.AI has the potential to transform businesses, but change management is crucial for successful integration and adoption.Being a measured marketer involves thinking holistically about marketing, understanding risk and reward, and considering the business goals and customer needs.Both generalists and specialists are valuable in marketing, and a combination of both skill sets can lead to success.Navigating politics and emotional intelligence is essential for building relationships, gaining buy-in, and influencing decision-making.Building portfolios of growth bets, including safe bets, optimizations, and moonshots, can help mitigate risk and drive innovation.Full Turn Consulting offers growth advisory, marketing services, and analytics services to help businesses achieve their goals. The three lines of business—consulting, marketing services, and technology—work synergistically to provide the best value for clients.Small businesses, particularly those focused on profitable growth, are underserved by tech companies that prioritize larger clients with higher margins.Applying existing technologies and best practices to smaller businesses can help them thrive and compete in the market.Messaging is the foundation of effective marketing, and understanding the target audience and their problems is crucial for successful communication.Show LinksVisit FullturnConnect with Alefiya Dhilla on LinkedInConnect with Alex Birkett on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this lively discussion, Snoop Dogg, a cultural icon and music legend, shares insights on marketing and branding. He dives into the evolution of demand generation and the historical context of content marketing, stressing the significance of emotional engagement over traditional advertising. The conversation critiques the unnecessary complexity of marketing strategies, advocating for simplicity and personalization. Snoop highlights the need for a clearer connection between brand awareness and sales conversions, urging marketers to prioritize genuine connections with their audience.

Tido Carriero, co-founder and CEO of Koala, shares his journey with David, from engineering to product to founder and CEO. He discusses the importance of marketing and solving customer problems, as well as the challenges of transitioning to a CEO role. Tido explains the concept of intent-based marketing and the shift in the market towards personalized and helpful outreach. He also shares insights on the go-to-market strategy for Koala and the advantages of a product-led growth approach. Tido emphasizes the importance of combining identity and product usage data to identify potential sales opportunities. Lastly, he discusses managing work-life balance as a CEO with young children. In this conversation, Tido Carriero shares his journey of finding energy and starting a company. He emphasizes the importance of surrounding oneself with a kick-ass team and working with world-class people and customers. Tido also discusses building a remote hybrid culture and the benefits of reevaluating strategies as a company scales. He challenges the notion that it's a challenging time to start a startup and highlights the importance of focusing on revenue that is truly mission-critical. Tido shares the concept of stealing superpowers and the value of learning from talented individuals. Lastly, he recommends the book 'Why We Sleep' and emphasizes the importance of sleep for success.TakeawaysTransitioning from engineering to product to CEO requires adapting to new responsibilities and challenges.Intent-based marketing focuses on personalized and helpful outreach to potential customers.Combining identity and product usage data can help identify potential sales opportunities.Managing work-life balance as a CEO requires energy audits and prioritizing tasks. Surround yourself with a kick-ass team and work with world-class people and customers.Build a remote hybrid culture that aligns with personal needs and company goals.Focus on revenue that is truly mission-critical and avoid false confidence.Learn from talented individuals by identifying their superpowers and finding ways to incorporate them into your own skillset.Prioritize sleep as a foundation for success and overall well-being. Show LinksVisit KoalaConnect with Tido Carriero on LinkedInConnect with David Khim on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Mordy Oberstein, an SEO expert, discusses the impact of AI on SEO. He emphasizes the need to adapt strategies and understand changing content creation. Importance of user intent and Google's algorithm role in AI. Brands should take risks and differentiate themselves. Google's search updates and user behavior understanding. Valuable insights on evolving relationship between AI and SEO.

In this episode of the Long Game podcast, host Alex Birkett interviews Jenn Long, who shares her expertise in SEO and content strategy. They discuss the challenges of content writing, the synergy between SEO and content quality, and the significance of keyword research for customer insights. Jenn also talks about a blog migration project, the role of AI in content creation, and its limitations. The conversation also touches on Jenn's professional role models, productivity tips, and her marketing approach, concluding with her personal interests and perspectives on loyalty.TopicsThe value of content writingContent format and qualitySEO and content qualityUnderstanding user needsCreating unique contentIdentifying great content writersContent strategy and SEOSEO and brand strategyKeyword research and customer researchBalancing innovation and industry termsReview Sites and Industry StandardsBlog Content Migration - CaseProject Planning and ExecutionPros and JustificationsPotential Risks and ChallengesPost-Migration Tracking and AnalyticsGovernance and Content InventoryContent Portfolio PlanningIndustry Trends and AI in ContentUsing AI to Write ContentUnderstanding AI's LimitationsComplexity of Content CreationAI's Struggle with SubjectivityChallenges with AI-Generated ContentRapid Fire Non-Work Related QuestionsConsumer Preferences and LearningConclusion and Online Presence Show LinksConnect with Jenn Long on LinkedInConnect with Alex Birkett on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this episode of the Long Game podcast, host Alex Birkett talks with Nate Matherson, CEO of Positional, about the intricacies of SEO and content marketing. Nate shares his reflects on lessons learned from past startup experiences. They discuss the shift from his previous company to Positional, the challenges of the SEO landscape, and the integration of CRO into Positional's offerings. The conversation also covers the importance of data-driven decision making, the value of high-quality content, and Nate's strategy for creating a vast blog on blogging, emphasizing the need for expert insights and multimedia elements to enhance content.TopicsGuest introduction and backgroundLessons learned as a founder of multiple startupsAdvantages of naivete and experimentationNate Matherson's pivot from his previous startupChallenges and unpredictability of the SEO and content spaceThe future of organic searchContent analytics functionality in PositionalData-Driven Decision MakingChallenges with Google AnalyticsChanges in SEO and Content QualityCreating Unique and Helpful ContentContent Quality and SEO ExpectationsCompetitiveness of Content SpacesContent Creation StrategyOperationalizing Subject Matter Expert QuotesBacklinksInternal LinksTechnical SEOB2B PodcastingBloggingShow LinksVisit PositionalConnect with Nate Matherson on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this podcast episode, Alex Birkett and Ritvij Gautam discuss the intricacies of outbound sales in B2B companies. They explore the role of outbound sales in generating revenue, the challenges of high turnover in sales teams, and the importance of understanding the ideal customer profile and total addressable market. They also consider the impact of AI on sales processes and the balance between automation and the human touch. Ritvij shares insights from his experience at Glencoco, emphasizing the need for a strategic approach to outbound sales and the potential of a B2B sales marketplace to streamline the process.TopicsChallenges of Outbound SalesEfficacy and Skepticism of Outbound SalesImproving Outbound SalesOutbound Sales ChallengesComplementary Marketing ChannelsAmplifying Message through OutboundParameters for Outbound ConsiderationCalculating ROI for OutboundOutbound Sales as a Numbers GameData Enrichment and Lead QualificationRole of AI in SalesHuman Touch in SalesGlencoco's SolutionThe Glencoco modelPaying for qualified meetingsBenefits for SDRsRevitalizing accrued inboundPromotion and contact informationShow LinksVisit GlencocoConnect with Ritvij Gautam on LinkedInConnect with Alex Birkett on LinkedIn and 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), 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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this podcast episode, the speakers delve into the evolving landscape of content creation and marketing in the age of AI. They discuss the future of their podcast, the rise of LinkedIn experts, and the controversy of AI-generated content, including a fake writer scandal at Sports Illustrated. The conversation covers the viral SEO heist AI strategy, the divide among marketers, and the potential impact on SEO. They also explore tactic fatigue, penalties from platforms like Google, and the importance of originality and human connection in content. The concept of a "deep life" and the drawbacks of short-form content are examined, with a preference for in-depth, thoughtful content creation. Concerns about AI's impact on society, job security, and the authenticity of influencer marketing are raised. Tools like SEMrush, Surfer, ChatGPT, and Google Sheets are mentioned, but the emphasis is on the value of ideas over tools.TopicsThe rise of LinkedIn experts and skepticism surrounding AI-generated content Controversy surrounding Sports Illustrated's use of AI and fake writer profiles The viral SEO heist AI strategy and its impact on traditional SEO strategies The rise of long-form content The dark forest theory of the internet Questioning the authenticity of online interactions The rise of AI in content creation Skepticism towards AI-generated content Controversy surrounding AI-generated content The skepticism surrounding AI-generated content The controversy surrounding Sports Illustrated's use of AI and fake writer profiles The potential impact on traditional SEO strategies The rise of LinkedIn experts Exploring AI as a waste of time Problematic brand deals with B2B influencers The rise of AI tools in content production The need for differentiation in content creation The DIY approach to tooling and investing in the right tools Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital 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.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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this episode of the Long Game podcast, hosts Alex Birkett, Allie Decker, and David Khim, members of the Omniscient Agency team discuss the concept of taste, its development, and its significance in various domains like movies, content, and SEO. They explore whether taste is innate or can be developed, and the difference between genuine taste and posturing. Personal experiences and the influence of mentors in shaping their taste are shared. They also express concerns about the outsourcing of content creation and its impact on society's taste. The episode concludes with a discussion on the importance of being intentional and thoughtful about the things one cares about.TopicsThe concept of tasteThe role of taste in designDifferentiating taste in moviesTaste and Parroting TropesAppreciation vs CreationExpertise and Content CreationThe importance of taste and its developmentTaste and experience in content creationHow taste is cultivated through reflectionTaste Development and ExcellenceDeveloping Taste through GuidanceExperience and ObservingThe importance of tasteThe development of tasteEditing process and tasteShow LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital 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.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 SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/