The Long Game

Kitchen Side: The GEO Gold Rush Problem

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 8 Apr 2026 12:00:00 +0000

In this Kitchen Side episode, Alex Birkett, Allie Decker, and David Khim unpack the increasingly noisy world of AI search (GEO/AEO), including spam tactics, flawed attribution models, and widespread confusion around what actually drives results.

They explore why visibility without revenue is a trap, how brand sentiment and off-page signals shape AI outputs, and why trust, positioning, and human validation are becoming more important than ever in B2B buying decisions.

Key Takeaways

The SEO vs AEO debate is largely unproductive and distracts from creating real business value.
Spammy, short-term tactics are resurging in AI search due to a “gold rush” mindset.
Many teams optimize for visibility and citations without tying efforts back to revenue or pipeline.
Attribution in AI search is messy, and many current tracking methods are fundamentally flawed.
Large datasets in AEO research can be used to justify almost any strategy or narrative.
Talking directly to customers is still more valuable than inferred data or prompt tracking.
There is a growing tension between experience-based judgment and rapid experimentation with AI.
AI search compresses information, making brand narrative and sentiment more influential than ever.
Visibility is only the first step; positioning and how a brand is described matter more.
AI search is increasingly overlapping with online reputation management (ORM).
Larger brands face greater risk from sentiment manipulation and lack of narrative control.
Off-page signals like reviews, PR, and community discussions heavily influence AI outputs.
Review sites and categorization accuracy can significantly impact visibility and positioning.
Reddit is becoming influential but requires authentic engagement rather than manipulation.
AI-driven discovery is often validated through peer recommendations before purchase decisions.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

What is Content Engineering?

david@beomniscient.com (alex birkett, josh spilker) — Wed, 11 Feb 2026 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett sits down with Josh Spilker, Head of Search Marketing at AirOps, to explore how content teams are evolving in response to AI, automation, and changing search behavior. Josh draws on his background in SEO, writing, and systems thinking to outline why traditional content marketing models are breaking down and what’s replacing them.

They discuss the concept of content engineering, including how workflows, brand context, and AI-assisted processes change the way teams create, refresh, and scale content. The conversation also covers identity shifts for marketers, the growing complexity of search surfaces, and where real differentiation and business value are created as content production becomes easier.

Key Takeaways

Content engineering represents a shift from one-off content creation to building systems that manage, update, and scale content across channels.
AI lowers the marginal cost of content, but differentiation still comes from strategy, brand context, and human editorial judgment.
Modern content teams increasingly separate roles between content strategy and content engineering, even if one person covers both in smaller orgs.
The expansion of search surfaces and longer, more contextual queries increases demand for more specific and tailored content.
As traffic becomes less reliable as a KPI, teams need to focus more on conversion quality, brand presence, and downstream business impact.

Show Links

Visit AirOps on LinkedIn
Connect with Josh Spilker on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: AI Search Tactics, Telemetry and Team Structure

david@beomniscient.com (david ly khim, Nick Lafferty, alex birkett) — Wed, 4 Feb 2026 14:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex and David are joined by Nick Lafferty from Profound to unpack how teams are navigating AI search visibility amid shifting metrics, attribution challenges, and unclear best practices.

They discuss how companies choose which prompts to track, why case studies in AI search are hard to define and share, where brand and citations fit into AI-generated answers, and what organizational bottlenecks are preventing teams from acting on AI search insights.

Key Takeaways

Prompt selection matters, but most teams underestimate how much customer language and internal feedback should shape what they track in AI search.
AI search case studies are difficult to standardize because visibility depends heavily on prompt framing, attribution models, and competitive sensitivity.
Revenue and self-reported attribution remain the most reliable signals as clicks, impressions, and rankings become less dependable.
Problem-based prompts frequently surface brand recommendations, even when users don’t explicitly ask for tools or products.
Citation share acts as an influence layer, shaping future AI responses even when a brand isn’t directly recommended in the output.
Brand-building activities upstream of content can meaningfully impact AI visibility by associating a company with specific problem spaces.
AI search ownership is increasingly cross-functional, spanning growth, SEO, PR, comms, and product marketing rather than a single team.
Internal resourcing and approval processes are major bottlenecks, especially for off-site efforts like Reddit and YouTube.

Show Links

Visit Profound on LinkedIn
Connect with Nick Lafferty on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Who Owns AI Visibility?

david@beomniscient.com (david ly khim, alex birkett, allie decker) — Wed, 24 Dec 2025 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and the team unpack a question that’s coming up more and more: who actually “owns” being found in AI search—and what AI visibility means for modern marketing teams. They explore why the “AI is killing SEO” debate misses the point, and how AI search is collapsing traditional channel boundaries while changing how buyers discover brands.

They also dig into what’s actually being cannibalized (undifferentiated, consensus content), how teams should rethink success metrics as clicks get harder to track, and what the velocity vs. quality debate looks like now—especially as some teams bet on subject-matter depth while others bet on scaled output with AI-assisted production.

Key Takeaways

AI isn’t “killing SEO” so much as reducing the value of undifferentiated, consensus content that used to earn easy traffic.
Losing traffic doesn’t automatically mean losing business value—teams should validate impact through conversions, leads, and pipeline, not sessions alone.
AI visibility is increasingly a composite outcome of everything a company publishes and does (content, comms, brand, product, reviews, community, and customer experience).
Measurement is getting harder as discovery shifts to “dark” channels (e.g., AI tools) and attribution breaks—teams may need new proxies and self-reported attribution.
“Listicles dominate AI citations” may be partly a prompt and sampling bias problem—inputs strongly shape outputs and visibility reporting can be manipulated.
The hardest visibility problem is higher up the funnel: influencing problem-aware searches before buyers even know what category or solution to ask for.
Content teams are splitting into different bets: deep, SME-led quality (often from people who’ve done the job) vs. high-velocity production supported by AI.
A modern in-house writer role trends toward “jack of all trades” output (research, PR-like writing, CEO comms, etc.), using AI to lower marginal cost without collapsing quality control.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Correlations, Chaos, and ChatGPT

david@beomniscient.com (david ly khim, alex birkett, allie decker) — Wed, 19 Nov 2025 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.

Key Takeaways

Not All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.
Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.
LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.
Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.
GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.
Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.
AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.
A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)

david@beomniscient.com (Noah Greenberg, Alex Birkett) — Wed, 5 Nov 2025 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.

Key Takeaways

SEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.
Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.
Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.
PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.
SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.
Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.
Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.
Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.

Show Links

Connect with Noah Greenberg on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: How to Move Fast

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 29 Oct 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.

Key Takeaways

Speed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.
Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.
AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.
Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.
Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.
Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&D and experimentation while maintaining core execution.
Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Answer Engine Optimization Strategies & Tactics with Nick Lafferty and Josh Blyskal (Profound)

david@beomniscient.com (nick lafferty, josh blyskal, alex birkett) — Wed, 24 Sep 2025 12:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett speaks with Nick Lafferty (Head of Marketing) and Josh Blyskal (AI Strategist) from Profound, an AI visibility platform focused on answer engine optimization (AEO). They explore the shift from SEO to AEO, where brands must optimize for AI-driven search experiences across ChatGPT, Perplexity, and Google’s AI Overviews. The conversation covers why agility is the new moat, how brand mentions and structured content shape AI visibility, and how both startups and incumbents can compete. Nick and Josh share tactical approaches—from Wikipedia and affiliate strategies to structured HTML tables—that improve citations in AI-generated answers. The discussion underscores the rising importance of PR, off-site visibility, and concise, high-utility content in the AI search era.

Key Takeaways

AEO Defined: Answer engine optimization is about making your brand the chosen answer in AI-driven search experiences.
User Experience Wins: Search is converging with chat—people want answers, not links—so engines prioritize utility and ease.
Agility as a Moat: Speed and adaptability matter more than long-term content calendars in today’s volatile AI search space.
Brand Mentions Beat Keywords: AI models lean heavily on off-site mentions (Reddit, Wikipedia, affiliates) as trust signals.
Structured Content Boosts Citations: Bullet points, HTML tables, and concise formatting make content “citation-friendly” for AI.
Startups vs. Incumbents: Incumbents benefit from brand equity, but startups can flank them by acting faster and publishing niche, high-utility content.
PR Is Back: Media coverage and Wikipedia presence play a critical role in being cited by AI engines.

Show Links

Visit Profound on Linkedin and X
Connect with Nick Lafferty on LinkedIn
Connect with Josh Blyskal on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Yext)

david@beomniscient.com (Michael Walrath, David Ly Khim) — Wed, 3 Sep 2025 12:00:00 +0000

In this episode of The Long Game Podcast, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies—including RightMedia and Moat—Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of “agentic” AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making decisions on their behalf.

Key Takeaways

Yext’s Strategic Pivots: The company evolved from call-based lead gen to local visibility, to enterprise search—each requiring bold but risky reinvention.
Google Dominance Has Peaked: With 92%+ of search traffic once flowing through Google, that landscape is now fragmenting due to LLMs and AI agents.
Structured Data Drives Discovery: Clean, contextualized data remains a marketer’s best lever for visibility—whether on Google or in LLM-powered engines.
Brand Visibility Beats SEO Rankings: As AI agents answer more queries, brands must optimize for visibility across platforms, not just search engine results pages.
The Agentic Web Is Coming: AI assistants with memory and context will handle more decision-making—marketers must build for both humans and machines.
AI Shifts Are Already Here: Yext observed traffic shifts 6+ quarters ago—marketers should act now, not wait, to influence AI results.
Reframing Attribution: Zero-click answers and agentic transactions require a shift from traditional web metrics to outcome-focused measurement.

Show Links

Visit Visit Yext on Linkedin and X
Connect with Michael Walrath on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

A Million Tiny Whispers: The Psychology of AI Discovery & Digital PR with Logan Freedman

david@beomniscient.com (Logan Freedman, Alex Birkett) — Wed, 6 Aug 2025 12:00:00 +0000

In this episode of The Long Game Podcast, Alex Burkett interviews Logan Freeman, Global Head of SEO at ManyChat. Together they explore the evolving landscape of SEO in the AI era, particularly the rise of GEO (Generative Engine Optimization) and how it’s changing everything from keyword strategy to attribution modeling. Logan shares tactical approaches for optimizing content for LLMs (large language models), including using FAQ schemas, focusing on off-page visibility, and thinking like a product marketer. They discuss how brand mentions are now more powerful than backlinks, why traditional SEO tools fall short for GEO, and how Logan approaches measurement when attribution is nearly impossible. The episode also explores LLM perception, off-site trust-building, and creative ways SEOs can future-proof their strategies by merging content, digital PR, and product

Key Takeaways

SEO vs. GEO: Traditional SEO focuses on keywords, while GEO requires optimizing for hyper-personalized, conversational queries used in LLMs.
LLM Perception Is Real: How AI models “perceive” your brand based on off-site mentions can limit (or expand) your visibility in AI answers.
Brand Mentions > Backlinks: In the world of AI search, brand visibility across trusted platforms outweighs classic SEO signals like links.
SEO as Product Marketing: SEOs must deeply understand users and position content like a PMM would—focused on problems, personas, and differentiation.
Dark Attribution Is Growing: Most traffic influenced by LLMs doesn’t click through—making measurement harder and more reliant on referral glimpses and qualitative insights.
Go Beyond On-Page Optimization: Embedding schema, FAQs, and latent questions can increase the odds of being cited in LLMs.
Get Creative with PR: To influence LLM results, you may need broad digital and traditional PR campaigns that shift how your brand is referenced across the web.

Show Links

Visit Manychat
Connect with Logan Freedman on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Can vs Should in Automation

david@beomniscient.com (David Ly Khim, Alex Birkett, Allie Decker) — Wed, 30 Jul 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on one key question: “What should we automate?” The discussion unfolds into a broader examination of agency culture, strategic thinking, and the nuanced costs of automation. They share personal experiments—from HARO email parsing to multi-agent PR systems—and debate the tradeoffs between saving time and losing essential context, mentorship, and learning. The team also explores how AI tools can be both empowering and distracting, and why automation shouldn't come at the expense of human development, team connection, or communication that builds trust. It's a thoughtful, candid look at what AI can't (and shouldn't) replace.

Key Takeaways

Automation Isn’t All or Nothing: Not everything needs full automation—sometimes it's just about streamlining small, repeatable parts of a process.
Human Touchpoints Still Matter: Automated communication can lack the warmth, accountability, and nuance of a genuine human message.
AI Can Undermine Learning Opportunities: Over-automation risks removing hands-on work that builds junior talent and deep strategic expertise.
Remote Culture Needs In-Person Balance: Offsites help rebuild alignment, context, and emotional connection that remote work alone can't deliver.
Effort Signals Care: Taking the “harder” route—whether writing by hand or reviewing raw data—can demonstrate thoughtfulness and create deeper understanding.
Small Talk Has Strategic Value: Informal conversation often reveals insights and context that structured meetings miss.
AI Is Best as an Assistant, Not a Replacement: Tools like Fireflies or ChatGPT are useful for transcription and ideation, but real clarity comes from processing ideas manually.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Boots, Bots & Brand Gravity

david@beomniscient.com (david ly khim, alex birkett) — Wed, 2 Jul 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and David Ly Khim reflect on the parallels between craftsmanship in daily life and high-quality marketing in the age of AI. They critique the growing dominance of low-effort, mass-generated content and advocate for a return to thoughtful creation—whether that’s cooking a meal, writing a note by hand, or building content that stands out in generative search. The duo also dives deep into GEO (Generative Engine Optimization), sharing a powerful framework: Be the source. Be cited in the source. Or replace the source. They discuss the shift toward brand gravity, proprietary data, and becoming the trusted name in your category—especially as AI models increasingly shape what content gets surfaced.

Key Takeaways

Craftsmanship Over Convenience: Great content is like a well-made meal—it takes intention, care, and can't be rushed or fully outsourced to AI.
Be the Source, Be Cited, or Replace the Source: To win in GEO, you must create original content, appear in authoritative lists, or become the reference itself.
Brand Gravity Is the New SEO Moat: Off-page presence, media saturation, and citations across the web influence your LLM visibility more than keywords alone.
Proprietary Data Creates Value: Unique product data, micro case studies, and original research can't be easily replicated—and LLMs favor that originality.
SEO Is Converging with GEO: While traditional SEO and LLM optimization are currently distinct, the two are quickly merging into one organic growth strategy.
AI Is a Thought Partner—With Limits: LLMs can help challenge assumptions, but they’re persuasive by nature—use them with discernment.
Effort Signals Intent: In a noisy content landscape, showing effort is a competitive advantage that builds trust and emotional resonance.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Scrappy to Strategic: Erik Episcopo on Building SEO Systems, Navigating AI Shifts, and a Growth Mindset

david@beomniscient.com (erik episcopo, david ly khim) — Wed, 4 Jun 2025 12:00:00 +0000

In this episode of The Long Game Podcast, David Khim interviews Erik Episcopo, SEO Manager at Wiz, one of the fastest-growing cloud security companies (recently acquired by Google). Erik shares his unconventional career path, from answering a Craigslist ad while in Taiwan to building high-scale SEO programs at CrowdStrike and Wiz. They discuss what it takes to be a “super IC,” how AI is reshaping SEO workflows and strategy, and the importance of staying curious and adaptable in a shifting landscape. From experimenting with AI-assisted content to managing massive content refresh cycles, Erik offers a thoughtful, energetic view into what modern growth-focused SEO looks like.

Key Takeaways

From Craigslist to Cloud Security: Erik began his SEO journey in Taiwan via Craigslist, building scrappy resume content—and now runs enterprise SEO at Wiz.
What Makes a Super IC: Top individual contributors creatively solve problems, leverage AI, and own results without waiting for permission.
Hiring for AI Fluency: Erik looks for candidates with real-world AI experiments, not just philosophical opinions on LLMs and content automation.
SEO Workflows at Scale: At Wiz, Erik scaled content from day one—launching engines, refreshing content, and coordinating localization at speed.
Early Career Lessons from Link Building: Writing hundreds of persona-based HARO pitches helped Erik master storytelling, resourcefulness, and outreach.
The Value of Scrappiness: A past filled with “gray hat” tactics taught Erik the limits of SEO and how to think like a growth-minded marketer.
Learning > Stagnation: A guiding principle for Erik is: if you're not learning or growing, it's time to move—and that's fueled his career pivots.

Show Links

Visit Wiz and its Cloud Native Application Protection Platforms page
Connect with Erik Episcopo on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: From Traffic to Influence - Marketing in the Age of AI (and AI Mode)

david@beomniscient.com (alex birkett, allie decker, david ly khim) — Wed, 28 May 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team dives into Google's new “AI Mode” for search and the broader implications of generative AI across content marketing and SEO. They explore the shift toward conversational, zero-click search experiences, the erosion of attribution data, and how marketers need to adapt in a world where AI Overviews and LLMs are changing how users discover information. With insights on content visibility, LLM optimization, brand mentions, measurement challenges, and even some “gray hat” strategies, this episode captures the tension between innovation and uncertainty in the age of AI-enhanced search.

Key Takeaways

Google’s AI Mode Redefines Search: The new Gemini-powered interface transforms Google into a conversational AI assistant, bypassing traditional search paths.
Attribution is Getting Murkier: AI Mode and zero-click searches are making it harder to track SEO performance and justify investment.
Brand Mentions Beat Backlinks: LLMs prioritize citations and visibility across platforms more than technical SEO or link-building.
SEO is Shifting from Keywords to Visibility: Context, off-site presence, and how content is referenced matter more than keyword density.
Marketers Need First-Principles Thinking: Foundational tactics still apply—like voice of customer and content structure—but need reframing for the AI era.
Creative “Gray Hat” Tactics Exist: Ideas like editing Wikipedia, acquiring cited domains, or seeding Reddit threads can boost LLM citations.
Measurement Will Require New Playbooks: Marketers must blend traditional analytics with self-reported attribution and qualitative feedback.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Navigating the AI Hype: The Opportunity for Marketers, Optimizing for LLMs, Specific Use Cases, and Making AI More Accessible

david@beomniscient.com (Britney Muller, david ly khim) — Wed, 14 May 2025 12:00:00 +0000

In this episode of The Long Game Podcast, David Khim interviews Britney Muller—SEO scientist, AI educator, and former Hugging Face marketing lead—about the practical side of AI in marketing. Britney shares how her obsession with machine learning began in 2014 and how it evolved into creating her course Actionable AI for Marketers. They discuss the overuse of buzzwords like “AI agents,” the shift from backlinks to brand mentions, and the importance of making AI workflows approachable. Britney is passionate about demystifying AI, showing how it can be applied to real tasks like data analysis, strategy, and automation—without needing a technical background.

Key Takeaways

AI Should Be Accessible: Marketers don’t need to be technical experts—AI can empower anyone to work smarter with the right guidance and workflows.
From Backlinks to Brand Mentions: AI-powered search increasingly prioritizes brand visibility across platforms over traditional link-building strategies.
Buzzwords Like “AI Agents” Are Misleading: The term lacks clarity and often masks tools with vague or unproven capabilities.
Prompt Engineering Is a Skill, Not Magic: Effective AI use begins with well-structured, specific prompts tailored to clear business goals.
AI Is Already Automating Workflows: From cleaning datasets to automating outreach, AI has everyday use cases when integrated thoughtfully.
Beware the AI Hype Cycle: Brittany encourages marketers to avoid philosophical hype and focus on practical, ethical AI applications.
Start with Your Own Use Cases: The most valuable AI solutions are customized—start small with your real tasks and build from there.

Show Links
Visit Data Sci
Check Britney Muller's Actionable AI for Marketers course
Connect with Britney Muller on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Generative Engine Optimization

david@beomniscient.com (allie decker, alex birkett, david ly khim) — Wed, 16 Apr 2025 12:00:00 +0000

Key Takeaways

What Is GEO?: Generative engine optimization refers to tailoring your content for AI-powered answer engines like ChatGPT and Claude—not just traditional search engines.
From Keywords to Context: Search is shifting from keyword-based queries to conversational inputs and contextual, semantic understanding.
Brand Mentions as the New Backlinks: In LLM-generated answers, offsite presence and brand mentions are becoming more valuable than traditional link-building.
Surround Sound SEO Still Wins: Being mentioned across multiple credible platforms increases your chances of appearing in AI-generated outputs.
Prompt Design & Data Quality Matter: Feeding models structured data, detailed context, and proprietary insights improves visibility and usefulness.
AI Isn’t Replacing Google—Yet: AI tools like ChatGPT expand how we find information, but don’t fully replace deterministic, fact-based search.
B2B Buyers Use Both Channels: AI tools may be used for early discovery, but buyers still verify information with Google before making decisions.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Spryng Reflections, Connection, Community, and Soul

david@beomniscient.com (alex birkett, allie decker, david ly khim) — Wed, 9 Apr 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on their experiences at SPRYNG, a standout B2B marketing conference in Austin. The conversation blends AI experimentation, prompt engineering, and the future of creativity with philosophical reflections on human connection, authenticity, and the soul of marketing. They explore why many AI users are missing the point by chasing “best practices,” and how real breakthroughs come from first-principles thinking and creative risk-taking. The episode also dives into the power of in-person events, emotional resonance, and inefficient—but high-value—tactics like dinners, meetups, and personal storytelling that can’t be scaled.

Key Takeaways

AI and Prompting from First Principles: Real innovation with AI comes not from templates or best practices, but from individual experimentation and intent.
Four Modes of AI Maturity: From microtasker to teammate, AI can scale with how deeply users integrate it into their workflow.
The Importance of Human Vibes: Tactical content aside, the SPRYNG conference reminded marketers that human connection and emotion matter more than metrics.
Don’t Optimize for the Median: Taking every piece of feedback can dilute differentiation—stand firm in your positioning.
Community as a Business Superpower: Relationships built at events, meetups, and over meals have long-term impact beyond immediate ROI.
Efficient Growth vs. “Inefficient” Magic: Some of the most meaningful, high-ROI activities are hard to measure—like handwritten notes, founder dinners, and late-night talks.
Where’s the Soul in AI Content?: As AI floods the web, standout content will come from real human stories, creativity, and nuance—not mass automation.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt

david@beomniscient.com (Alice Wyatt, alex birkett) — Wed, 26 Mar 2025 12:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett interviews Alice Wyatt, a B2B fintech marketing leader with experience at Codat, Bloomreach, and Adyen. Alice shares how her personal journey of building community and maintaining sanity in a fast-paced city like New York connects with her marketing philosophy: agile, people-first, and impact-driven. The conversation explores person-based marketing (PBM), the limits of MQLs, aligning sales and marketing teams, and embracing adaptability in an AI-disrupted world. Alice also reflects on how her approach to building community mirrors how great marketing is done: with empathy, boldness, and a willingness to challenge the status quo.

Key Takeaways

From ABM to PBM: Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior.
MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.
Adaptability Over Tactics: Successful marketers focus on business outcomes and adapt tactics as priorities shift—agility trumps specialization.
AI Is Redefining Roles: AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity.
Community as a Superpower: Whether in marketing or life, building and contributing to genuine communities creates long-term value.
Hire for Resilience and Curiosity: Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ.
Thought Leadership ≠ Press Releases: Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics.

Show Links

Visit Alice's Forbes Council for Marketing Experts
Connect with Alice Wyatt on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Molly St. Louis on Creativity, Theatrical Storytelling, and Bold Campaigns

david@beomniscient.com (Molly St. Louis, alex birkett) — Wed, 19 Mar 2025 12:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett sits down with Molly St. Louis, an award-winning multimedia marketer with experience in PR, content, and video strategy. Molly shares her journey from theater and journalism to leading marketing at high-growth startups, explaining how storytelling, creativity, and entertainment principles can elevate B2B marketing. The discussion covers how to craft bold marketing initiatives, the changing landscape of PR, and why video remains an underutilized asset in B2B. They also dive into thought leadership, media trends, and how brands can build credibility in a noisy digital world.

Key Takeaways

Creativity in B2B Marketing: Borrowing storytelling techniques from entertainment can make B2B content more engaging.
The Changing Role of PR: Traditional media placements are less impactful today, requiring an integrated, multi-channel approach.
Why Video is Underutilized in B2B: Despite its effectiveness, many brands still hesitate to invest in high-quality video content.
Thought Leadership is Not Just About Visibility: It’s about offering unique perspectives, not just repeating industry trends.
Earned Media vs. Owned Media: Press mentions help credibility, but companies must distribute and repurpose coverage for real impact.
Micro-Audiences Over Virality: Niche content that resonates with the right people is often more valuable than mass exposure.
Pattern Recognition in Marketing: Leveraging data and customer insights can help brands make better creative decisions.

Show Links

Connect with Molly St. Louis by visiting Mosaic Group Media
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Live in New York! - Part 2

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 12 Mar 2025 12:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex, David, and Allie continue their in-person discussion in New York City, diving into marketing trends, proprietary data, and the role of differentiation in an AI-dominated landscape. They examine the shifting value of MQLs, how AI is automating SEO and marketing tasks, and why trust and credibility are the new forms of scarcity. The conversation also covers how companies can leverage original data, the intersection of brand and demand, and why marketers must rethink what truly adds value in the era of automation.

Key Takeaways

The Declining Value of MQLs: Traditional lead qualification models are losing effectiveness as buyer behavior evolves.
AI and Automation in SEO: AI is automating repetitive SEO and marketing tasks, forcing companies to find new competitive advantages.
Trust and Credibility as Scarcity: As automation floods the internet with content, trust and credibility are becoming key differentiators.
Proprietary Data as a Competitive Edge: Unique data insights—both structured and unstructured—will be essential for creating valuable, non-generic content.
The Future of Content in an AI World: The bar for content quality is rising, making originality and brand-driven storytelling more critical.
Brand Affinity vs. Brand Awareness: Companies must focus on deeper brand affinity rather than just broad brand visibility to drive long-term success.
Marketing’s Role in Differentiation: Success will come from unique perspectives, creative execution, and human-driven insights rather than automated outputs.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Live in New York! - Part 1

david@beomniscient.com (david ly khim, alex birkett, allie decker) — Wed, 5 Mar 2025 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex, David, and Allie record their first in-person conversation in New York City. The episode revolves around insights gathered from dozens of marketing leaders, discussing SEO traffic declines, AI’s real impact on marketing, attribution challenges, and the balance between brand and demand generation. The team reflects on how companies are adapting to falling organic traffic, the rise of video SEO, and why traditional top-of-funnel strategies are losing effectiveness. They also explore the importance of customer research, the disconnect between social media conversations and real-world priorities, and how teams can align leadership expectations with evolving marketing realities.

Key Takeaways

SEO Traffic Declines: Nearly every marketing leader interviewed reported a drop in organic traffic, leading to internal strategy shifts and leadership concerns.
AI in Marketing Operations: While AI is not yet a core part of content creation, teams are leveraging it for keyword research, automation, and efficiency improvements.
Video SEO on the Rise: Many companies are prioritizing video content as search engines increasingly favor multimedia formats.
Attribution & Leadership Education: As traffic declines, marketers are struggling to shift leadership focus from surface-level metrics (traffic) to real business outcomes (pipeline and revenue).
The “Traffic Trap” Problem: Some teams have historically been gold on traffic rather than conversions, forcing a reevaluation of SEO and content strategies.
Brand vs. Demand Debate: Companies are reassessing how to balance brand-building efforts with performance-driven demand generation.
The Shift in Customer Research & Buying Behavior: Many marketing decisions are now happening outside of trackable systems, making traditional attribution models less reliable.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Behavioral Science Episode with Erik Johnson

david@beomniscient.com (Erik Johnson, alex birkett) — Wed, 19 Feb 2025 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett speaks with Erik Johnson, an applied behavioral scientist and founder of Behavioral Strategies. Erik shares insights on human decision-making, habit formation, and the psychological forces influencing our actions. The conversation covers the intention-action gap, AI’s impact on attention and productivity, and how behavioral science can optimize both personal and organizational performance. Erik explains why environmental design is crucial for habit formation, how variable rewards in social media and entertainment shape behavior, and why the modern world often works against our best intentions. They also explore practical strategies for overcoming distractions, making better decisions, and using behavioral science to drive business growth.

Key Takeaways

The Intention-Action Gap: Many people struggle to act on what they say they want to do due to psychological and environmental factors.
Behavioral Science in Decision-Making: Understanding why we make certain choices helps individuals and businesses design better systems for performance.
AI and Habit Formation: AI-driven platforms use behavioral principles to shape user habits, often making focus and productivity more challenging.
The Power of Environmental Design: Adjusting surroundings—like removing distractions or changing routines—can significantly improve behavior change success.
Variable Rewards and Attention Hijacking: Social media, entertainment, and digital products are optimized to capture attention through gamification and unpredictable rewards.
Regulation vs. Personal Responsibility: While individual strategies can help reduce distractions, broader system-level changes may be necessary for long-term solutions.
Applying Behavioral Science to Business: Companies can leverage behavioral insights to improve marketing, customer engagement, and decision-making processes.

Show Links

Visit Erik Johnson's Website
Connect with Erik Johnson on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Boots on the Ground and the Power of Vocabulary and Depth

david@beomniscient.com (allie decker, alex birkett, david ly khim) — Wed, 12 Feb 2025 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and the team discuss the evolving landscape of content creation, AI-powered tools, and the importance of structured thinking. They dive into how automation is making some SEO and marketing tasks easier while increasing the need for differentiation. The conversation covers how marketers must think like product managers, why unique insights and data are critical for standing out, and the barbell strategy for balancing safe bets with high-risk, high-reward experiments. They also touch on vector embeddings, AI-powered SEO strategies, and the future of human-AI collaboration in content marketing.

Key Takeaways

AI in Content Creation: AI can enhance content creation, but human intelligence and strategic thinking are still essential.
The Power of Structured Thinking: Frameworks and structured approaches help clarify ideas, whether for human communication or AI-driven content.
Differentiation in the Age of AI: As automation makes basic SEO and content tasks easier, brands must focus on unique insights and high-value contributions.
Marketers as Product Managers: Understanding customer needs and thinking systematically will define the next generation of marketing success.
Barbell Strategy in AI Marketing: Balancing foundational strategies with high-upside experiments is key to staying ahead in an AI-driven world.
Vector Embeddings and SEO: AI-powered tools can revolutionize keyword research, internal linking, and content clustering for better search results.
AI’s Impact on User Intent: While AI tools automate aspects of SEO, true differentiation comes from understanding user needs and providing unique perspectives.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Startup Pricing, LLMs, Return of Quality, and Multimedia SEO with Aashish Krishna Kumar (Zuora)

david@beomniscient.com (Aashish Krishna Kumar, alex birkett) — Wed, 5 Feb 2025 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett speaks with Aashish Krishna Kumar, Director of Go-To-Market at Zuora, about startup pricing strategies, AI-driven changes in SEO, and the increasing importance of high-quality content. Aashish explains why early-stage startups should prioritize survival over pricing optimization and why pricing only becomes a growth lever after product-market fit. He also shares an optimistic perspective on SEO, arguing that traditional tactics like backlinks and keyword stuffing are fading while expert-driven content, multimedia formats, and brand authority will define future success. The conversation explores how businesses should adapt their strategies in the evolving digital landscape.

Key Takeaways

Startup Pricing Priorities: Early-stage startups should focus on survival and product-market fit before optimizing pricing.
AI’s Impact on SEO: AI-driven search is changing how users engage with content, reducing reliance on traditional SEO tactics.
Backlinks Losing Relevance: Google is prioritizing trust signals and content utility over paid link-building strategies.
Shifting SEO Metrics: Marketers should move away from traffic as a key metric and focus on business impact and conversions.
Rise of Digital PR: Brand mentions and expert-driven narratives are becoming stronger ranking signals than traditional backlinks.
Multimedia SEO Growth: Video, images, and interactive content will play a bigger role in organic visibility and engagement.
Brand Authority in SEO: Companies with strong brand recognition will have a competitive edge in search rankings.

Show Links

Visit Aashish's YouTube channel GMT Talk
Connect with Aashish Krishna Kumar on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist

Wed, 22 Jan 2025 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David are joined by Mark Lindquist to discuss the transformation of SEO and content marketing. They delve into the decline of traffic-based metrics, the rise of user-first strategies, and how AI-driven changes are forcing marketers to rethink content creation. Mark emphasizes treating content as a product, getting closer to the audience, and building strategies rooted in customer pain points. With actionable insights and reflections, this episode offers a roadmap for creating high-utility content in an evolving landscape.

Key Takeaways

Content as a Product: High-performing content solves unmet user needs and aligns closely with customer pain points, moving beyond the old playbooks of keyword stuffing and traffic chasing.
Shift from Traffic Metrics to Business Value: Traffic alone is no longer sufficient. Marketers must connect content efforts to measurable outcomes, such as leads, conversions, and revenue.
AI and Generative Content’s Role: AI is reshaping SEO by targeting top-of-funnel content, compelling marketers to focus on higher-value, utility-driven pieces.
Operational Changes in Content Creation: Marketers must build closer relationships with customers and integrate cross-functional insights into their strategies to future-proof content efforts.
Reframing Leadership Conversations: Present data that ties content performance to business outcomes, while acknowledging and adapting to the evolving search landscape.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sean Ellis on the Evolution of Growth, PMF, and Testing in the AI Era

david@beomniscient.com (Sean Ellis, alex birkett) — Wed, 15 Jan 2025 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett speaks with Sean Ellis, the creator of the term "growth hacking" and a pioneer in startup growth strategies. Sean shares his insights on product-market fit, the fundamentals of sustainable growth, and how AI is reshaping the startup landscape. From his groundbreaking work at Dropbox and Eventbrite to the evolving nature of customer acquisition, Sean offers practical advice for founders and marketers. This episode explores balancing foundational principles with emerging technologies and strategies to achieve growth in an ever-changing environment.

Key Takeaways

The Sean Ellis Test for Product-Market Fit: A simple yet effective question: "How would you feel if you could no longer use this product?" A response rate of 40% or higher for "very disappointed" indicates strong product-market fit.
AI Accelerates Growth but Doesn't Replace Fundamentals: While AI tools streamline processes, the foundational elements—solving real problems and aligning with customer needs—remain paramount.
Retention and Word-of-Mouth as Growth Signals: Organic word-of-mouth and customer retention are better indicators of growth potential than surface-level tactics like referral programs.
Tailoring Customer Onboarding: Match onboarding experiences to the specific use case that brought a customer to the product, enhancing retention and satisfaction.
Erosion of Product-Market Fit: Competition and commoditization, especially in an AI-driven market, can weaken a product’s position, necessitating continuous evolution.
Practical Growth Strategies: Focus on high-value use cases for your most passionate customers, refine messaging to align with core benefits, and build a growth engine that scales sustainably.

Show Links

Visit GoPractice or book a consultation
Connect with Sean Ellis on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Alex Talks to Startup Founders About SEO (Founders Common)

david@beomniscient.com (alex birkett) — Wed, 8 Jan 2025 13:00:00 +0000

In this special Fireside Chat edition of The Long Game Podcast, Alex Birkett shares insights about building SEO strategies for startups with the Founders Common community. He discusses foundational steps, the evolution of SEO in the era of AI, and innovative approaches like product-led SEO and programmatic strategies. Alex emphasizes the importance of setting realistic expectations for SEO's nonlinear growth and highlights the value of intertwining branding, fast feedback channels, and data-driven content strategies to gain a competitive edge.

Key Takeaways

Start with First Principles: Focus on creating valuable content that solves real problems for your target audience instead of over-optimizing for algorithms.
Product-Led SEO Strategies: Examples like Zapier’s integration pages demonstrate how to use product capabilities to create SEO-friendly content that directly serves customer needs.
Evolving Beyond Old Playbooks: Traditional SEO tactics like broad, top-of-funnel guides are becoming less effective due to AI, featured snippets, and increased competition.
Branding and SEO Interplay: Personal branding and LinkedIn activity help amplify SEO efforts and build trust signals in a competitive digital landscape.
The Nonlinear Nature of SEO: SEO requires patience, with growth often compounding over the years rather than showing immediate returns. Founders should manage expectations accordingly.
Scaling and Adapting Over Time: Begin with foundational content and backlinks. Over time, expand into programmatic SEO, personalized clusters, and long-tail permutations as resources grow.

Show Links

Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena

david@beomniscient.com (Katie Arena, alex birkett) — Wed, 18 Dec 2024 13:00:00 +0000

In this episode of The Long Game, Alex Birkett talks with Katie Arena, the global marketing and communications leader at Clinch, an omni-channel advertising platform. Katie explains the differences between multi-channel and omni-channel advertising, emphasizing the importance of streamlining ad campaigns, personalizing creative content, and analyzing performance data in a unified way. The conversation touches on the complexities of modern advertising, including audience targeting, decision logic, and optimizing ad spend across platforms. Katie also discusses her views on subtle, well-executed ads, like Nike’s marathon campaigns, and highlights how technology enables efficiency in managing large-scale ad campaigns.

Key Takeaways

Omni-Channel vs. Multi-Channel Advertising: Multi-channel means operating across platforms, but omni-channel focuses on creating a connected, streamlined experience across all touchpoints with data-driven personalization.
Streamlining Creative Development: Clinch's ad-builder helps advertisers efficiently version, optimize, and repurpose ad creatives across multiple channels, saving time and resources.
Personalization Drives Results: Effective campaigns use dynamic decision logic to tailor ads to the audience, considering contexts like weather, time of day, or events (e.g., Olympics medal count updates).
Combining KPIs and Optimization: While each channel may have unique KPIs, centralizing the analysis helps advertisers identify what resonates most and optimize accordingly.
Complex Campaign Management: The fragmented nature of teams (strategy, creative, and media) can cause inefficiencies. Unified platforms bring visibility, better communication, and data-driven decisions.
Bold Advertising in a Crowded Space: Successful ads balance subtlety and creativity, resonating with target audiences while occasionally taking risks to stand out, as seen with Nike or Jaguar campaigns.

Show Links

Visit Clinch
Connect with Katie Arena on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM

david@beomniscient.com (david ly khim, alex birkett, allie decker) — Wed, 11 Dec 2024 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett and the team discuss critical shifts in SEO and content marketing strategy. They emphasize the importance of moving beyond vanity metrics like traffic and focusing on meaningful business outcomes. Key topics include the concept of North Star KPIs, the dangers of the "traffic trap," and the importance of aligning incentives across teams to achieve shared goals. The conversation highlights how the industry is evolving towards more impactful strategies, offering insights for marketers aiming to drive long-term growth.

Key Takeaways

The "Traffic Trap" in SEO: Focusing solely on traffic growth can lead to misaligned strategies that fail to deliver meaningful business outcomes like leads or revenue.
North Star KPIs and Guardrails: Using a North Star metric that aligns with business goals ensures focus on value-driven outcomes. Guardrail metrics prevent gaming the system at the expense of user experience or quality.
Aligning Incentives Across Teams: Misaligned goals within marketing teams, such as prioritizing traffic over conversions, can hinder overall success. Collaboration and shared KPIs can drive better outcomes.
Vanity Metrics and Industry Evolution: The shift away from vanity metrics like page views is forcing marketers to prioritize strategies that genuinely impact business performance.
The "Burpees" Analogy for Inefficient Marketing: Ineffective strategies are compared to burpees—exhausting but ultimately unproductive. The focus should be on intentional, impactful actions that contribute to long-term goals.
A New Era for SEO: The current paradigm shift in SEO provides a once-in-a-lifetime opportunity to build scalable customer acquisition channels based on meaningful strategies.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy

david@beomniscient.com (Chris Walker, alex birkett) — Wed, 4 Dec 2024 13:00:00 +0000

In this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems.

Key Takeaways

Customer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs.
Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success.
Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes.
The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results.
Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth.
The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations.

Show Links

Visit Passetto
Connect with Chris Walker on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: ChatGPT Search, EOY Planning, and Productivity Systems

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 27 Nov 2024 13:00:00 +0000

In this lively episode of The Long Game Podcast, Alex, Allie, and David explore a range of topics, including the evolving capabilities of ChatGPT search and its implications for SEO. They share insights on building and leveraging custom GPTs for personalized workflows and content creation. The conversation also covers year-end planning, productivity hacks, and the balance between personal and professional priorities. With a mix of humor, rants, and strategic takeaways, the episode provides practical ideas for marketers and creators navigating the changing digital landscape.

Key Takeaways

ChatGPT Search and SEO Implications: ChatGPT’s search capabilities are a game-changer for refining search results, summarizing content, and providing better context than traditional search engines.
Custom GPTs for Personalization: Training GPT models with personalized data and style guides can greatly enhance content creation, from LinkedIn posts to complex projects.
Year-End Planning: Writing down goals, prioritizing tasks, and clustering similar ideas help maintain focus and avoid feeling overwhelmed by long to-do lists.
Balancing Productivity and Reflection: Personal and business goal-setting requires a mix of introspection, strategic planning, and prioritization to optimize time and energy.
AI Content Creation Myths: With proper training, AI can produce highly nuanced and valuable content, debunking the myth that AI-generated content is inherently generic or low-quality.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Operations Episode with Gray MacKenzie (ZenPilot)

Wed, 20 Nov 2024 13:00:00 +0000

In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David dive into the intricacies of agency operations with guest Gray MacKenzie, CEO of ZenPilot. The conversation explores how agencies can build scalable systems while balancing efficiency and innovation. Gray shares strategies for defining processes, the importance of integrating operations with delivery, and the cultural aspects of driving accountability. The discussion offers actionable insights for agencies looking to streamline workflows, improve profitability, and foster sustainable growth.

Key Takeaways

Operations as the Foundation of Growth and Delivery: Operations should support marketing, sales, and client delivery through robust systems, but it requires collaboration between departments.
Balancing Efficiency and Innovation: Agencies must find a middle ground between systematizing processes for scalability and allowing room for creativity and innovation.
The Role of Culture in Process Adoption: The success of any system depends on creating a culture where employees understand its benefits and actively engage with it.
Challenges in Scaling Operations: Gray highlights the pitfalls of pushing for rapid adoption of tools and processes without considering team capacity and readiness.
Integrating Top-down and Bottom-up Resourcing: Combining long-term planning with day-to-day task management ensures efficient resource allocation and prevents burnout.
The Inefficiency Principle: Innovation often comes at the cost of efficiency. Agencies must decide when to prioritize one over the other depending on their goals.

Show Links

Visit the ZenPilot Resources page for our free guides and templates
Visit the ZenPilot for more information
Connect with Gray MacKenzie on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Why Human Expertise Matters More Than Ever in Content with Katie Kelly

david@beomniscient.com (Katie Kelly, alex birkett) — Wed, 13 Nov 2024 13:00:00 +0000

In this episode of The Long Game Podcast, Alex Birkett interviews Katie Kelly, founder of Antiquoted, a platform that promotes diverse and underrepresented voices in media. Katie shares her journey from CRO roles to establishing her own venture, highlighting the challenges and benefits of featuring experts in content. They discuss the importance of authenticity, the pitfalls of AI-generated responses, and the often-overlooked value of unique perspectives. Katie also dives into her website NoWankyBollocks.com, where industry professionals share candid insights and rants about marketing. This conversation sheds light on creating meaningful content in a world saturated with generic information.

Key Takeaways

Embracing Diverse Voices in Content: Antiquoted aims to bring fresh perspectives into content by connecting content creators with diverse voices, steering away from the same repeated experts seen in mainstream media.
Expert-driven Content Adds Value: Featuring knowledgeable professionals enriches content, especially in technical fields like CRO, where real-world insights clarify complex topics.
AI and Authenticity in Content: Katie discusses how the rise of AI has led to an influx of low-quality, generic content. Authentic expert quotes offer a counterbalance by adding credibility and genuine engagement.
NoWankyBollocks.com as a Platform for Truth: Through her site, Katie provides a space for marketing professionals to share unfiltered stories, rants, and lessons, shedding light on industry practices.
Challenges in Sourcing New Experts: The process of finding less-visible experts is often labor-intensive, yet it’s necessary for avoiding repetitive narratives and making content relatable to a broader audience.
Distribution Through Expert Engagement: Including experts in content encourages them to share it within their networks, broadening the reach and impact of the publication.

Show Links

Visit Antiquoted
Connect with Katie Kelly on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Working In the Business, Founder Mode, and Avoiding the Traffic Trap

david@beomniscient.com (alex birkett, allie decker, david ly khim) — Wed, 16 Oct 2024 12:00:00 +0000

In this Kitchen Side podcast episode, David, Alex, and Ali, co-founders of Omniscient Digital, discuss the nuances of working in vs. on a business and how both are essential for growth. They explore the concept of "founder mode," reflecting on both the benefits and risks of hands-on leadership. The team introduces the "traffic trap," a phenomenon where businesses prioritize traffic over meaningful conversions, and the importance of aligning organic growth efforts with broader marketing strategies. Through personal anecdotes and insights from client work, the discussion highlights how businesses can bridge the gap between goals, strategy, and execution for sustainable growth.

Key Takeaways

Working In vs. On a Business: The conversation explores the tension between performing day-to-day operations and strategizing for future growth. Both are essential, and success lies in balancing these roles rather than separating them entirely.
Founder Mode and Leadership Nuances: Founder mode, popularized by Paul Graham and Brian Chesky, emphasizes a hands-on approach. However, the hosts warn that it can justify both good and bad behavior if not applied thoughtfully.
The Traffic Trap: A common issue where businesses focus excessively on increasing traffic without aligning it with lead generation and conversions. The episode discusses the importance of optimizing content and organic programs to drive meaningful business outcomes beyond just page views.
Creating Systems Without Losing Flexibility: SOPs and processes can streamline operations but require continuous iteration. The team emphasizes the need to stay close to the work to ensure systems evolve with market changes.
Multi-Channel Alignment for Organic Growth: Organic traffic should not be managed in isolation. Effective programs require alignment with paid campaigns, email nurturing, and retargeting strategies to maximize results.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Perfectionism vs Experimentation, The Best Career Advice, and What SEO Programs Need to Succeed

david@beomniscient.com (allie decker, alex birkett, david ly khim) — Wed, 9 Oct 2024 13:00:00 +0000

In this Kitchen Side episode, hosts David, Alex, and Allie discuss the balance between perfectionism and experimentation in business and personal growth. They explore how shifting to an experimental mindset can alleviate pressure, enhance learning, and drive progress. The conversation covers career advice emphasizing urgency, client management insights, and best practices for SEO programs. They also share personal experiences and stories on how to adapt effectively in a dynamic work environment. The hosts emphasize the importance of taking action, learning from experiences, and avoiding the trap of over-analysis.

Key Takeaways

Perfectionism vs. Experimentation: The hosts emphasize the shift from perfectionism to an experimentation mindset, which allows for growth and adaptation. By focusing on learning rather than achieving perfect results, individuals and teams can progress more effectively.
Urgency in Career Development: Urgency and taking immediate action are highlighted as key career differentiators. The discussion includes practical advice on maintaining momentum and consistently delivering results, which builds trust and credibility.
Adapting SEO Programs Beyond Technicality: The success of SEO programs often relies on factors beyond SEO tactics themselves, such as integrating client goals and aligning team efforts with broader marketing strategies.
Learning from Experiences Without Overthinking: The hosts caution against the pitfalls of over-analyzing every situation or experiment. Sometimes, it’s about moving forward rather than extracting lessons from every single action.
Authenticity in Client Interactions: Consistent and honest communication with clients is crucial. The hosts highlight the importance of transparency and the challenges of maintaining urgency without overwhelming teams or clients.
Balancing Virtual and In-Person Interactions: A discussion about the differences between virtual and in-person meetings shows that while virtual interactions are convenient, in-person engagements often provide more energy and connection.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Marketers Caught in False Consensus Bias and Exploring New-ish SEO Strategies

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 18 Sep 2024 12:00:00 +0000

The conversation covers topics such as false consensus bias, SEO strategies, and programmatic SEO. The main themes include the importance of recognizing and overcoming biases in decision-making, the need to explore new SEO strategies beyond traditional content creation, and the potential of programmatic SEO for automation and scalability. The conversation covers various topics related to programmatic SEO and content marketing. The hosts discuss examples of successful programmatic SEO strategies, such as Zillow's use of data and PandaDoc's templates library. They also explore the importance of having a clear brand POV and messaging alignment for effective content marketing. The conversation touches on the challenges faced by early-stage companies in implementing SEO and the role of brand awareness in their marketing efforts. The hosts also discuss the use of AI-based interfaces in products and share anecdotes about Abraham Lincoln's habit of writing angry letters.

Key Takeaways

Recognize and overcome false consensus bias in decision-making by seeking diverse perspectives and data-driven insights.
Explore new SEO strategies beyond traditional content creation, such as free tools, programmatic SEO, and content localization.
Programmatic SEO involves automation and scalability, but it can encompass various approaches, including dynamic content generation and integration with external data sources. Programmatic SEO involves using data and automation to optimize SEO strategies, such as Zillow's use of data and PandaDoc's templates library.
Having a clear brand POV and messaging alignment is crucial for effective content marketing.
Early-stage companies may need to focus on brand awareness and thought leadership before seeing significant results from SEO.
AI-based interfaces can enhance user experiences in products, but they should be integrated seamlessly and aligned with user needs.
Writing angry emails or messages can be counterproductive, and it's often better to take a step back and reconsider before sending.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Company in Crisis and Rethinking B2B Marketing with the RINse and Repeat Framework with Marc Thomas

david@beomniscient.com (marc thomas, david ly khim) — Wed, 11 Sep 2024 12:00:00 +0000

Marc shares his journey from starting a magazine to founding a creative agency and eventually building a real-time voting tool called Dupol. He discusses the importance of sustaining a company and finding leverage within existing resources. The conversation also touches on the challenges faced during COVID-19 and the unexpected surge in demand for Dupol's services. Marc shares his experience of running a company during the COVID-19 pandemic and the decision to move on. He discusses his current project, Positive Human, and his vision for it. He challenges traditional marketing practices and emphasizes the importance of understanding customers deeply, coming up with novel ideas, and effectively narrating the impact of marketing efforts. Marc introduces the Rinse and Repeat framework, which involves relating to customers, ideating new approaches, and narrating the results. He encourages marketers to prioritize their own well-being and build a life they enjoy.

Key Takeaways

Building a personal brand and creating engaging content can lead to opportunities and connections.
Marketing is not just about creating content and campaigns, but also about positioning the business and finding leverage within existing resources.
Sustaining a company and focusing on long-term growth can be more beneficial than pursuing rapid acquisition.
Unexpected events, such as the COVID-19 pandemic, can present both challenges and opportunities for businesses.
Being adaptable and responsive to changing circumstances is crucial for success. Running a company during a crisis can be extremely stressful, and it's important to prioritize personal well-being and make decisions that align with one's values and goals.
Traditional marketing practices may not be as effective in today's rapidly changing landscape, and marketers need to adapt by deeply understanding their customers, generating novel ideas, and effectively narrating the impact of their efforts.
The Rinse and Repeat framework provides a structure for marketers to approach their work by relating to customers, ideating new approaches, and narrating the results.
Marketers should prioritize their own well-being and build a life they enjoy, rather than solely focusing on career success or following conventional paths.
Challenging the status quo and questioning commonly accepted practices can lead to innovative and impactful marketing strategies.

Show Links

Visit Positive Human
Connect with Marc Thomas on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: We Get Interviewed by AI Generated Questions

david@beomniscient.com (david ly khim, alex birkett, allie decker) — Wed, 14 Aug 2024 12:00:00 +0000

In this episode, the hosts dive into an innovative experiment where AI, specifically Perplexity, interviews them about their business, Omniscient Digital. They discuss the evolution of their approach to marketing, the shift from trying to be everywhere to focusing on high-impact channels, and the importance of sticking to core principles while adapting to market realities. The conversation also covers the challenges of balancing product quality with visibility and the tendency to overcomplicate processes in the pursuit of efficiency. The hosts emphasize the value of simplicity, focusing on essential tasks, and maintaining a robust service over flashy marketing tactics.

Key Takeaways

Focus on a few high-impact channels rather than spreading efforts too thin.
Simplicity in operations often leads to better results than overcomplicated strategies.
Maintaining a strong core service is more sustainable than relying solely on visibility and marketing.
Adaptability is key, but it should not compromise core values and original vision.
Overcomplicating processes in the name of efficiency can lead to wasted time and resources.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Category Domination in SEO and Why Focusing on Inputs is Underrated

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Wed, 7 Aug 2024 12:00:00 +0000

The conversation revolves around the importance of focusing on inputs over outcomes in SEO projects. David Lee Kim, along with co-founders Alex and Ali, highlights the significance of aligning on strategies and examining inputs to identify issues when outcomes do not meet expectations. They introduce a framework for SEO that includes foundation building, reaching escape velocity, and expansion. The hosts share insights on the challenges of in-house versus agency work, the necessity of adapting strategies, and the importance of continuous alignment with clients. They emphasize the need for regular evaluation of strategies and the ability to pivot based on changing circumstances and feedback.

Key Takeaways

Focus on inputs and strategies rather than just outcomes to understand and address issues in SEO.
Building a strong foundation is crucial before aiming for higher stages of SEO success.
Regularly reevaluate and adapt strategies based on feedback and changing circumstances.
Align with clients and stakeholders to ensure mutual understanding and agreement on strategies.
Understand the balance between short-term adjustments and long-term strategic goals in SEO.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Personal Branding, Online Visibility, and Belief Statements with Finn McKenty

david@beomniscient.com (Finn McKenty, alex birkett) — Wed, 31 Jul 2024 12:00:00 +0000

The conversation covers various topics related to personal branding and marketing. Finn McKenty shares his insights on building a visible and impactful online presence, the necessity of adhering to platform algorithms, and the challenges of balancing artistic expression with commercial demands. He discusses his journey from product design and marketing to becoming a successful content creator, offering advice on leveraging platforms like LinkedIn and YouTube effectively. The hosts and McKenty also touch on mental health, productivity, and the impact of online cynicism. They emphasize the importance of pragmatism in marketing and the power of being visible to seize opportunities.
Key Takeaways
Building a strong personal brand requires visibility and understanding platform algorithms.
Balancing artistic expression with commercial demands can be challenging but necessary for success.
Visibility often leads to opportunities, even more than merit alone.
Algorithms are proxies for audience feedback, emphasizing content that engages viewers.
Pragmatism in marketing is crucial; idealism can hinder success.
Personal branding on platforms like LinkedIn and YouTube involves tailoring content to fit platform norms and audience expectations.
Understanding the incentives of the system and being adaptable can enhance marketing efforts.
Mental health and productivity are important considerations for online creators.
Show Links
Visit Finn McKenty website
Connect with Finn McKenty on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen side: How to Develop an Analytical Mindset

david@beomniscient.com (alex birkett, david ly khim) — Wed, 24 Jul 2024 12:00:00 +0000

The conversation covers various topics related to data analysis, and decision-making. The hosts delve into the importance of developing an analytical mindset and the challenges of data attribution in marketing. The conversation highlights the need to balance data accuracy with utility and the limitations of self-reported data. Overall, the hosts emphasize the importance of being analytical in understanding and making informed decisions. The conversation explores the importance of being analytical and asking the right questions in decision-making. It emphasizes that everyone can develop analytical thinking skills, regardless of job title or background. The hosts discuss the need to reduce uncertainty with data and the limitations of seeking perfect information. They also touch on the challenges of decision-making and the trade-offs involved. The conversation concludes with the idea that intuition and familiarity with analytics develop over time through practice and experience.

Key Takeaways

Developing an analytical mindset involves curiosity, critical thinking, and the ability to ask the right questions.
Data analysis is a method to reduce uncertainty, but it can never fully eliminate it.
There is a trade-off between data accuracy and the cost of collecting that data.
Self-reported data can be unreliable due to memory inaccuracies and sampling biases.
Being analytical is important in understanding why things happen and making informed decisions. Being analytical and asking the right questions is essential in decision-making.
Everyone can develop analytical thinking skills, regardless of job title or background.
Data is a tool to reduce uncertainty, but perfect information is unattainable.
Decision-making involves trade-offs, and it's important to be comfortable with uncertainty.
Intuition and familiarity with analytics develop over time through practice and experience.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side Episode 200: The Long Game Magazine Pre-Launch

david@beomniscient.com (Samuel Lund, alex birkett, david ly khim, allie decker) — Wed, 10 Jul 2024 12:00:00 +0000

The conversation starts with technical difficulties and banter about microphones and boxes in the background. They discuss the 200th episode of the podcast and reflect on their favorite moments and surprises. They talk about the origins of the podcast and how it led to the idea of creating a magazine. They share their experiences with reading magazines in the past and the influence it had on them. They express excitement about creating something tangible and different in today's digital age. The conversation explores the joys and challenges of running a business, as well as the turning points and milestones experienced by the team. The greatest joy for the team is working with their talented and growing team, seeing them thrive and achieve great things. The challenges include generating consistent pipeline, retaining and upselling clients, and building and growing the team. The turning points include hiring key team members, landing big clients like Jasper and Hotjar, and restructuring into pods. The team also discusses the importance of facing fears, being present, and having faith in oneself.

Key Takeaways

The hosts reflect on their favorite moments and surprises from the podcast
The idea of creating a magazine stemmed from the desire to have something tangible and different in today's digital age
Reading magazines in the past had a significant influence on their interests and perspectives
Creating a magazine allows them to showcase their work and create a high-value artifact The greatest joy of running a business is working with a talented and growing team
Challenges include generating consistent pipeline, retaining and upselling clients, and building and growing the team
Turning points include hiring key team members, landing big clients, and restructuring into pods
Facing fears, being present, and having faith in oneself are important for personal and business growth

Show Links

Join our waiting list to receive the podcast magazine upon launch! Register now at beomniscient.com/magazine.
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Samuel Lund on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Brand Strategy, Performance Marketing, and Building Engaged Communities with Evelyn Frison

david@beomniscient.com (Evelyn Frison, alex birkett) — Wed, 3 Jul 2024 12:00:00 +0000

In this episode, Alex Birkett talks with Evelyn Frison about branding and brand strategy. They discuss how to uncover differentiated selling propositions, conduct research, and identify target audiences. Evelyn shares insights on how branding and positioning inform messaging and marketing, and the integration of brand and performance marketing campaigns. The conversation also covers building communities, drawing lessons from Evelyn's fitness group community, and applying them to marketing, management, and life.
Key Takeaways
Differentiated Selling Propositions: Importance of uncovering unique selling points through research and understanding the target audience.
Brand Strategy: How branding and positioning drive messaging and marketing campaigns.
Integration of Marketing Campaigns: The need for integrated brand and performance marketing efforts.
Community Building: Insights from Evelyn's experience with a fitness group community and its application to broader marketing strategies.
Research and Validation: The process of validating hypotheses about the target audience through surveys, interviews, and focus groups.
Fundamentals of Branding: Emphasis on basic branding practices and avoiding common mistakes like over-fixation on design.
Retention Marketing: The rising importance of retention and loyalty in marketing, supported by authentic community building.
Positioning in B2B vs. Consumer Brands: Differences and strategies for effective positioning in B2B and consumer markets.
Show Links
Visit Boas Agency
Sing up for GOALszn Newsletter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Flux in the SEO Industry, What Programmatic SEO Will Look Like, and Taking a Calm Approach to Business with Thenuka Karunaratne

david@beomniscient.com (thenuka-karunaratne, david ly khim) — Thu, 20 Jun 2024 12:00:00 +0000

Thenuka, CEO of Daydream, discusses the changing landscape of programmatic SEO and the importance of context in content creation. He explains how Daydream helps companies leverage their unique data to generate high-quality, AI-driven content for SEO. Thenuka also emphasizes the need for education in the industry to understand and implement programmatic SEO effectively. The conversation explores the future of SEO and the role of automation in the industry. It discusses how automation will impact the different aspects of SEO, such as keyword research, content creation, and performance monitoring. The conversation also highlights the importance of strategy in SEO and how it will become more valuable as tactical tasks get automated. Additionally, the conversation touches on the concept of taking a calm approach to building a company and the benefits of separating one's identity from the company. It concludes with a discussion on the intersection of Buddhism and entrepreneurship.
Key Takeaways
The landscape of programmatic SEO is changing, with alternative search engines and generative AI technologies emerging as competitors to Google.
The way content is created to answer search queries is also evolving, with a focus on more customized and high-quality answers.
Daydream helps companies leverage their unique data to create AI-driven content that is tailored to specific search patterns and user intent.
Education is crucial in the industry to understand and implement programmatic SEO effectively. Automation will play a significant role in the future of SEO, automating tasks such as keyword research, content creation, and performance monitoring.
Strategy will become more valuable in SEO as tactical tasks get automated, requiring a deep understanding of the product and data to drive growth initiatives.
Taking a calm approach to building a company can lead to better problem-solving and stability, allowing for a more sustainable and focused mindset.
Separating one's identity from the company can help maintain stability and prevent emotional ups and downs as the company faces challenges.
Buddhist principles, such as mindfulness and detachment, can be applied to entrepreneurship, providing a sense of space and perspective in the face of difficulties.
Show Links
Visite DayDream
Connect with Thenuka Karunaratne on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Identifying Strategy SEO Programs, Untraditional SEO Backgrounds, and We're Hiring a Director of Organic Growth

david@beomniscient.com (alex birkett, allie decker, david ly khim) — Wed, 12 Jun 2024 15:47:48 +0000

The conversation covers various topics related to SEO and content strategy. The main themes include the challenges of finding new topics to discuss on a podcast, the different approaches to SEO and content strategy, the importance of prioritization and focus, and the evolving skillset required for SEO and content roles. The conversation also touches on the dynamics of decision-making within companies and the benefits of having in-house experience. Overall, the conversation provides insights into the complexities and nuances of SEO and content strategy. In this conversation, the hosts discuss hiring for a director of organic growth strategy position. They describe the qualities they are looking for in a candidate and emphasize the importance of experience and practical skills over formal education. They also touch on the value of networking and building authentic relationships. The hosts express their preference for individuals who are passionate, optimistic, and willing to take initiative. They also mention the need for strategic thinking and problem-solving abilities. The conversation concludes with a discussion on the limitations of traditional education and the importance of hands-on learning.

Key Takeaways
Finding new topics to discuss on a podcast can be challenging, especially when the format incentivizes novelty.
Different content formats and distribution channels have different parameters and require different approaches to content creation.
Prioritization and focus are crucial in SEO and content strategy to avoid getting distracted by shiny new trends.
Having in-house experience can provide valuable insights into the internal dynamics of companies and how decisions are made.
The skillset required for SEO and content roles is evolving, and a mix of agency and in-house experience is often ideal. When hiring for a leadership position, prioritize candidates with management experience and a passion for the field.
Formal education is not always necessary for success in marketing and other fields. Practical skills and hands-on experience are often more valuable.
Building authentic relationships and networking can be more effective than relying on formal connections or institutions.
Look for candidates who are passionate, optimistic, and willing to take initiative.
Strategic thinking and problem-solving abilities are crucial for success in leadership roles.
Traditional education may not always provide the most relevant or up-to-date knowledge and skills. Continuous learning and practical experience are essential.

Show Links
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Digital watercoolers, echo chambers, and big companies who write bad content with Ryan Law (Ahrefs)

david@beomniscient.com (Ryan Law, alex birkett) — Wed, 5 Jun 2024 12:00:00 +0000

The conversation explores the challenges of finding sources of inspiration and engaging with online communities. It delves into the importance of in-person interactions and the limitations of digital platforms like LinkedIn and Twitter. The discussion then shifts to the role of conferences in fostering real conversations and the value of personal experiences in content creation. The conversation also touches on the evolving landscape of SEO, the complexity of search algorithms, and the need for quality content. The concept of thought leadership is explored, with a focus on the desired end state and the types of content that can contribute to it. The conversation concludes with a discussion on the distribution of content and the challenges of driving traffic and engagement in a platform-dominated environment. In this conversation, Ryan Law and Alex discuss the value of content marketing, the role of AI in content creation, and the universal yearning for nature. They explore the challenges of measuring the impact of content, the importance of intuition in content marketing, and the need for companies to embrace experimentation. They also touch on the barbell strategy in content creation, the different perspectives of large and small companies, and the state of AI in content marketing.
Key Takeaways
In-person interactions can provide valuable inspiration and help break out of echo chambers.
Digital platforms like LinkedIn and Twitter can feel homogenous and lack engagement.
Conferences offer opportunities for real conversations and personal experiences.
Quality content is essential in the evolving landscape of SEO.
Thought leadership is a desired end state that can be achieved through various types of content.
Distribution of content in a platform-dominated environment can be challenging. Content marketing can provide value by solving problems, providing information, reducing boredom, and entertaining.
AI in content marketing is still in its early stages, with generative AI requiring significant effort to produce good results.
Companies should be thoughtful and selective in their use of AI in content creation, focusing on enabling new capabilities rather than simply automating existing processes.
Learning technical skills like coding can provide a different perspective and depth to a content marketer's work.
The universal yearning for nature is a common desire among remote knowledge workers who often feel isolated and disconnected from the physical world.
Show Links
Visit Ahrefs
Visit Ryan Law website
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Future of SEO & Ways We Actually Use AI (Kitchen Side)

david@beomniscient.com (David Ly Khim, Alex Birkett, Allie Decker) — Wed, 29 May 2024 12:00:00 +0000

The conversation explores the use of AI in various tasks, such as writing, research, and productivity. The hosts discuss the benefits and limitations of AI, as well as its impact on industries like marketing and dentistry. They also touch on the future of SEO and the importance of focusing on goals and strategy rather than getting caught up in AI hype. Overall, the conversation highlights the practical applications of AI in everyday tasks and the need for thoughtful implementation. The conversation explores the future of SEO and the role of AI in search. It discusses the limitations of current search engines and the need for improved categorization and organization of information. The concept of surround sound SEO is introduced, emphasizing the importance of appearing in all places where potential customers are searching. The conversation also touches on the idea of ranch style SEO, which prioritizes depth and unique perspectives in content creation. The role of social media and user behavior in search is considered, as well as the challenges and opportunities presented by AI in the search landscape.

Key Takeaways

AI can be used for tasks like writing, research, and productivity, providing assistance and saving time.
The quality of inputs and prompts is crucial for generating useful and original content with AI.
The future of SEO lies in understanding and adapting to changing search behaviors and mediums.
Focusing on goals and strategy is more important than getting caught up in AI hype.
AI can be a valuable tool when used thoughtfully and in conjunction with human expertise. The future of SEO lies in improving categorization and organization of information
Surround sound SEO is important for appearing in all places where potential customers are searching
Ranch style SEO prioritizes depth and unique perspectives in content creation
Social media and user behavior play a role in search
AI presents both challenges and opportunities in the search landscape

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

From Growth Leader to Coaching Growth Leaders, Common Challenges for Heads of Growth, and the State of PLG with Andrew Capland

david@beomniscient.com (Andrew Capland, david ly khim) — Wed, 22 May 2024 12:00:00 +0000

Andrew and David discuss Andrew's background and his role as a growth coach for tech professionals. They explore the challenges faced by growth leaders and the importance of effective communication and strategy. They also touch on the evolution of product-led growth (PLG) and the misconceptions surrounding its applicability. In this conversation, Andrew and David discuss the concept of product-led growth (PLG) and its relevance in today's business landscape. They explore the challenges of implementing PLG in sales-led companies and the importance of finding the right balance between the two approaches. They also delve into their personal experiences in leadership roles and the transition to coaching. Andrew shares his insights on maintaining a healthy work-life balance while delivering value, and the importance of keeping a distance between oneself and their employer. They recommend books like 'The Coaching Habit' and 'The Seven Habits of Wealth and Happiness' for personal and professional growth.

Key Takeaways

Growth leaders often face challenges in effectively communicating their strategies and gaining buy-in from executives and other stakeholders.
Coaching can be valuable for growth leaders, providing them with perspective, problem-solving support, and a sounding board for their ideas.
Product-led growth (PLG) is not a one-size-fits-all approach and may be more suitable for companies with low average revenue per customer, low friction environments, and ICPs who prefer self-service.
The belief that PLG is a magic pill for all companies is a misconception, and companies should consider their unique context and growth goals before adopting a PLG strategy. Implementing product-led growth (PLG) in sales-led companies can be challenging and may require a hybrid approach.
Maintaining a healthy work-life balance while delivering value is crucial, and it's important to set boundaries and prioritize family time.
Transitioning from a leadership role to coaching can be a fulfilling career move, allowing individuals to focus on their strengths and passion for the craft.
Keeping a distance between oneself and their employer can help prevent taking business decisions personally and maintain a healthier perspective.
The power of manifestation and setting clear goals can have a positive impact on personal and professional growth.

Show Links

Visit Delivering Value
Connect with Andrew Capland on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Algorithms and How They Impact Content, Art, Culture, and Humanity with Kyle Chayka

david@beomniscient.com (Kyle Chayka, alex birkett) — Wed, 15 May 2024 13:04:31 +0000

The conversation explores the impact of algorithms on our lives, from social media platforms to personal decision-making. It delves into the definition of algorithms and their role in recommendation systems. The discussion highlights the tension between convenience and personalization, as well as the desire for serendipity and authenticity. The conversation also touches on the challenges faced by creators in adapting to algorithmic feeds and the importance of maintaining authenticity. The concept of audience capture and the pressure to conform to trending topics is explored, along with the value of slowing down and exploring unique ideas. The conversation concludes with a discussion on building context and creating meaningful connections through platforms like newsletters. Kyle Chayka discusses the importance of creating different containers and brands for his editorial projects, rather than trying to pack everything under his own name. He emphasizes the value of context and how it helps readers and consumers relate to a product. He also highlights the fragility of relying on one person to carry the weight of an audience and the need to build teams and develop a voice as an entity. Chayka explores the negative effects of algorithmic influence on culture and the lack of agency users have in interacting with these platforms. He advocates for prioritizing meaningful cultural experiences and decoupling cultural value from attention and engagement.

Key Takeaways

Algorithms play a significant role in shaping our online experiences, from social media platforms to recommendation systems.
There is a tension between convenience and personalization, as algorithms often prioritize familiarity and predictability over serendipity and discovery.
Creators face pressure to conform to algorithmic feeds, which can lead to homogenization and a loss of authenticity.
Taking a break from algorithmic platforms can provide an opportunity to slow down, explore unique ideas, and cultivate personal interests.
Building context and creating meaningful connections through platforms like newsletters can offer a more authentic and fulfilling creative experience. Creating different containers and brands for editorial projects helps establish identity and context for readers and consumers.
Relying on one person to carry the weight of an audience is unsustainable, and building teams and developing a voice as an entity is crucial.
Algorithmic influence on culture can be detrimental, and users have limited agency in interacting with these platforms.
Prioritizing meaningful cultural experiences and decoupling cultural value from attention and engagement is important.

Show Links

Visit Kyle Chayka Website and Check his book 'Filterworld'
Connect with Kyle Chayka on Instagram and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Product-Led Onboarding, Video-First Content, and AI Repurposing with Ramli John (AppCues)

david@beomniscient.com (Ramli John, alex birkett) — Wed, 8 May 2024 12:00:00 +0000

In this conversation, Alex and Ramli John discuss their experiences with podcasting, the evolution of content creation, and the importance of standing out in a crowded market. They also touch on the concept of product adoption and the goals of the Product Adoption Academy within AppCues. In this conversation, Ramli John and Alex discuss the concept of product-led growth and its misconceptions. They explore the role of marketing and sales in a product-led growth model and the importance of personalized user experiences. They also touch on the use of AI in content creation and the potential impact on the value of human creators.

Key Takeaways

Building relationships with podcast guests can lead to valuable connections and friendships.
Creating a unique and memorable brand for a podcast can help it stand out in a crowded market.
There is value in embracing your own weirdness and personality when creating content.
Creative and unconventional marketing approaches can help brands differentiate themselves and capture attention.
Formalizing and educating around a specific role or craft can bring more weight and seriousness to it.
The goals of the Product Adoption Academy include course completion, customer acquisition, and impact on marketing metrics.
Being product-led means prioritizing the success of the end user and creating a positive user experience. Product-led growth is about making it easy for users to achieve what they want and be successful with the product.
Product-led growth does not necessarily mean freemium or free trial, but rather a focus on user success.
Sales and marketing play important roles in a product-led growth model, including guiding users at key moments and personalizing the user experience.
AI tools can be used to repurpose content, create summaries, and enhance content creation workflows.
The value of human creators in the face of AI lies in their ability to provide unique perspectives and experiences.

Show Links

Visit AppCues
Connect with Ramli John on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Enterprise SEO, SERP degradation, and the SEO origins of Healthline with Ethan Hays (Moz)

david@beomniscient.com (Ethan Hays, alex birkett) — Wed, 3 Apr 2024 12:00:00 +0000

The conversation explores the tragedy of the commons in relation to search and artificial intelligence. It discusses Google's defensive posture and the increase in large brands in search results. The conversation also delves into the history of content farms and the impact of the Panda algorithm. It highlights the challenges faced by challenger brands and the importance of balancing false positives and false negatives. The story of Healthline's SEO journey is shared, focusing on their product-led approach to differentiate themselves in the health and medical information field. In this conversation, Ethan Hays and Alex discuss the underinvestment in SEO at large companies and the challenges in getting resources for SEO initiatives. They explore the factors influencing this underinvestment, including the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes. Ethan emphasizes the importance of simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs. They also discuss the need to break down technical complexity and communicate SEO in a way that is easily understandable to non-SEOs. The conversation highlights the opportunity for the SEO industry to promote simplicity and improve communication to drive greater investment and understanding of SEO.

Key Takeaways

Large companies often underinvest in SEO due to the short-term focus on quarterly financial results and the complexity and uncertainty of SEO outcomes.
Simplifying the language and articulation of SEO to senior executives, focusing on revenue, profit, and operational costs, can help secure resources for SEO initiatives.
Breaking down technical complexity and communicating SEO in a simple and understandable way is crucial for gaining buy-in and support from non-SEOs.
The SEO industry has an opportunity to promote simplicity and improve communication to drive greater investment and understanding of SEO.

Show Links

Visit Moz and STAT Search Analytics
Connect with Ethan Hays on Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Modern SEO, Information Gain, and Organic Revenue Attribution with Parthi Loganathan (Letterdrop)

david@beomniscient.com (Parthi Loganathan, alex birkett) — Wed, 27 Mar 2024 12:00:00 +0000

In this conversation, Parthi Loganathan, the co-founder of LetterDrop, discusses his approach to SEO and content creation. He emphasizes the importance of understanding user intent and providing unique and valuable content. Parthi also highlights the concept of information gain and its role in standing out from competitors. He discusses the evolving landscape of SEO and the need for multimedia and authenticity. Additionally, Parthi explains the difference between demand creation and demand capture in marketing strategies. The conversation covers topics such as omnichannel approach and niching down, inbound leads and approach to LinkedIn, revenue attribution and marketing metrics, brand marketing and revenue-focused marketing, trends in SEO and demand generation, and investing in marketing skills for the future.

Key Takeaways
Focus on user intent and provide valuable content to stand out in SEO.
Strive for information gain by offering unique perspectives and diverse opinions.
Embrace multimedia and authenticity in content creation.
Differentiate between demand creation and demand capture in marketing strategies. An omnichannel approach and niching down can help businesses compete in different categories and target specific customer needs.
LinkedIn is a valuable platform for demand generation, and building authentic relationships is important for success.
Revenue attribution is complex, but directionally measuring what's working and driving revenue can inform marketing strategies.
Both brand marketing and revenue-focused marketing have their place, and measuring outcomes for each can provide valuable insights.
The majority of companies still rely on old-school SEO and could benefit from a more strategic approach.
Investing in skills such as understanding the business, critical thinking, and adapting to change is crucial for marketers in the future.

Show Links
Visit Letterdrop
Connect with Parthi Loganathan on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Counterintuitive CRO Advice for B2B SaaS Websites, the Decision to Sell a Business, and Mental Health for Business Executives with Sahil Patel

david@beomniscient.com (Sahil Patel, david ly khim) — Wed, 20 Mar 2024 12:00:00 +0000

Sahil Patel, CEO of Spiralyze, shares his journey to becoming CEO and introduces Spiralyze, a conversion rate optimization company. Spiralyze offers a unique tech-enabled service that combines an agency component with a SaaS product. They scrape data from 34,000 websites that run A/B tests to identify proven winners, which are tests that have been validated by multiple companies. Spiralyze uses this data to design, build, and run tests for their clients, offering performance-based pricing where clients only pay if they achieve a significant lift in conversions. Sahil also addresses concerns about statistical significance and the challenges of running tests with limited traffic in the B2B SaaS space. In this conversation, Sahil Patel discusses the differences in B2B marketing and the challenges of achieving statistical significance in experiments. He emphasizes the importance of taking big swing tests and killing losing and neutral tests early. Sahil also shares insights on the perishability of learnings and the pragmatic approach to testing in the B2B SaaS world. Additionally, he provides advice on managing mental health as a CEO and finding fulfillment in work. The conversation concludes with a book recommendation: Snow Crash by Neil Stephenson.
Key Takeaways
Spiralyze is a conversion rate optimization company that combines an agency component with a SaaS product.
They scrape data from 34,000 websites to identify proven winners, tests that have been validated by multiple companies.
Spiralyze offers performance-based pricing, where clients only pay if they achieve a significant lift in conversions.
Addressing statistical significance and limited traffic in the B2B SaaS space can be challenging but can be overcome with data-driven approaches. B2B marketing has meaningful differences compared to other types of marketing, such as lower traffic and different desired actions.
Taking big swing tests, rather than meek tests, can lead to quicker statistical significance and more impactful results.
In the B2B SaaS world, it is important to kill losing and neutral tests early to optimize resources and time.
Learnings from experiments are highly perishable and specific to the test conducted, making them less valuable in the long term.
Managing mental health as a CEO requires having a peer group, confidants, and seeking therapy when needed.
Personalization and customization are often overrated, and companies should focus on showing relevance and solving customer problems.
Finding fulfillment in work involves aligning your strengths with the rewards and characteristics of the environment.
The book Snow Crash by Neil Stephenson is recommended for its engaging story and futuristic concepts.
Show Links
Visit Spiralyze
Connect with Sahil Patel on LinkedIn and check his Bio
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Product Marketing as a Strategic Role, Differentiating from Competitors, and Iterating on Company Narratives at High Growth Tech Companies with Eve Alexander, VP of Product Marketing at Seismic

david@beomniscient.com (Eve Alexander, david ly khim) — Wed, 13 Mar 2024 12:00:00 +0000

In this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on transitioning into product marketing and finding success in the field. She emphasizes the importance of finding opportunities even without direct experience and highlights the value of mini mentorship. Eve also discusses the significance of prioritizing your own success and recommends the book 'Influence' by Robert Cialdini. Connect with Eve on LinkedIn to learn more.
Key Takeaways

Product marketing is a strategic role that requires constant refinement of the story and positioning as the market evolves.
Competitive intelligence is crucial for differentiating in a competitive market and informing strategy.
Integrated campaign planning helps align marketing activities and create clarity and focus.
Hiring for both hard and soft skills is important in building high-performing product marketing teams.
Individuals starting a career in product marketing should focus on positioning their unique value and finding the right opportunities. Don't be discouraged if you don't have direct experience in a specific field. Focus on the unique value you can bring to the table and find hiring managers who value that.
You don't need a mentor with a capital M. Seek advice and guidance from a board of mentors who can provide mini mentorship.
Prioritize your own success and make sure to invest time in your own growth and development, even when working on projects for others.
Read 'Influence' by Robert Cialdini to learn about how to navigate organizations and get good ideas to flourish.
Show Links
Visit Seismic
Connect with Eve Alexander on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: "Do Nothing," Cope Creep, and Life Lessons from Es Devlin

david@beomniscient.com (allie decker, david ly khim, alex birkett) — Wed, 6 Mar 2024 13:00:00 +0000

The conversation covers various topics related to decision-making, motivation, and experimentation in business and marketing. It begins with a conversation about cope creep and the fear of failure. The hosts explore the challenges of overcoming the status quo and making strategic decisions. They also discuss the paradox of choice and the impact of too many options. The conversation concludes with a reflection on the influence of influencers and the tendency to chase after new trends. The conversation explores the challenges of constantly pursuing something new, the pressure for short-term wins, and the difficulty of long-term thinking. It also delves into the concept of cope creep and the importance of maintaining authenticity while collaborating. The conversation concludes with lessons from artist Es Devlin on starting projects and incorporating influences into one's own style.

Key Takeaways

Fear of failure and analysis paralysis can prevent people from taking action and making decisions.
The abundance of options can make it difficult to choose and commit to a particular path.
Experimentation and testing are essential for making informed decisions and finding the most effective strategies.
The influence of influencers and the constant pursuit of new trends can lead to a lack of focus and consistent strategy.

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Content Ops Challenge, Scaling Great Work, Saving the Internet, and the Risks of SEO-Only Content with David Baum (Relato)

david@beomniscient.com (david-baum, alex birkett) — Wed, 28 Feb 2024 13:00:00 +0000

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 Takeaways

Content 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 Links

Visit Relato
Connect with David Baum on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Tactical Lessons in Change Management, the Preeminence of Messaging, and Risk Weighted Growth Portfolios with Alefiya Dhilla

david@beomniscient.com (Alefiya Dhilla, alex birkett) — Wed, 21 Feb 2024 13:00:00 +0000

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 Takeaways
The 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 Links
Visit Fullturn
Connect with Alefiya Dhilla on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
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 SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Great Brand Marketing Debate, Snoop Dogg, and B2B Marketers Creating Confusion

david@beomniscient.com (david ly khim, allie decker, alex birkett) — Wed, 14 Feb 2024 13:00:00 +0000

In this conversation, the hosts discuss various topics related to marketing and branding. They explore the meaning of demand generation, the role of advertising, the history of content marketing, and the importance of simplifying marketing strategies. They also touch on the idea of making marketing more personal and tearing down overcomplication in the industry.

Key Takeaways

Demand generation refers to the process of creating and nurturing customer interest in a product or service.
Advertising plays a crucial role in staying top of mind and influencing customer purchasing decisions.
Content marketing has a long history and has evolved over time to include various strategies and tactics.
Simplifying marketing strategies can often lead to better results, focusing on the core elements that drive success.
Personalization is key in marketing, connecting with customers on a deeper level and understanding their needs.
Overcomplication in marketing can be detrimental, and it's important to challenge complex ideas and simplify approaches.
Show Links
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Cracking the Code of Intent-Based Marketing: Lessons from Koala's CEO (Tido Carriero)

david@beomniscient.com (Tido Carriero, David Ly Khim) — Wed, 7 Feb 2024 13:00:00 +0000

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.

Takeaways

Transitioning 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 Links

Visit Koala
Connect with Tido Carriero on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

How Will AI Impact the SEO Profession, User Search Behavior, Businesses, and the Internet? with Mordy Oberstein

david@beomniscient.com (mordy oberstein, david ly khim) — Wed, 31 Jan 2024 13:00:00 +0000

In this conversation, Mordy Oberstein discusses the impact of AI on SEO and the challenges it presents. He emphasizes the need for SEOs to adapt their strategies and understand the changing landscape of content creation. Mordy also highlights the importance of user intent and the role of AI in Google's algorithm. He suggests that brands should take risks and differentiate themselves by creating content that reflects their thought leadership and expertise. Additionally, he discusses Google's algorithm updates and the need for Google to improve its understanding of user behavior. Overall, Mordy provides valuable insights into the evolving relationship between AI and SEO. In this conversation, Mordy Oberstein discusses the impact of Google's changes on SEOs, the opportunities for SEO agencies and professionals in an AI world, time and energy management with a busy schedule, the controversial opinion that brand is more important than acquisition, impactful advice to not be a schmuck, a book recommendation, and where to find Mordy Oberstein on the internet.

Key Takeaways:

SEOs need to adapt their strategies to the impact of AI on SEO.

Content creation should focus on user intent and reflect thought leadership.

Google's algorithm updates indicate its efforts to understand user behavior.

Brands should take risks and differentiate themselves in the changing landscape of content creation. SEOs need to understand the changes happening in the ecosystem and adapt accordingly.

In an AI world, SEO agencies and professionals who can use their brains to navigate the changing landscape will have more opportunities.

Time and energy management is crucial for balancing work and personal life.

Building a strong brand can lead to long-term success and acquisition.

Don't be afraid to say no and focus on quality over quantity.

The book 'An Ethic of Excellence' by Ron Berger teaches the importance of iterative improvement.

Show Links

Visit Wix
Connect with Mordy Oberstein on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Jenn Long on Complex Content Migrations, Keywords as Customer Research, and Content Portfolio Allocation

david@beomniscient.com (Jenn Long, alex birkett) — Wed, 24 Jan 2024 13:00:00 +0000

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.
Topics

The value of content writing
Content format and quality
SEO and content quality
Understanding user needs
Creating unique content
Identifying great content writers
Content strategy and SEO
SEO and brand strategy
Keyword research and customer research
Balancing innovation and industry terms
Review Sites and Industry Standards
Blog Content Migration - Case
Project Planning and Execution
Pros and Justifications
Potential Risks and Challenges
Post-Migration Tracking and Analytics
Governance and Content Inventory
Content Portfolio Planning
Industry Trends and AI in Content
Using AI to Write Content
Understanding AI's Limitations
Complexity of Content Creation
AI's Struggle with Subjectivity
Challenges with AI-Generated Content
Rapid Fire Non-Work Related Questions
Consumer Preferences and Learning
Conclusion and Online Presence

Show Links
Connect with Jenn Long on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Blogging is Underrated, Operationalizing Subject Matter Expertise into Content, and Scaling in Competitive Spaces w/ Nate Matherson (Positional)

david@beomniscient.com (alex birkett, Nate Matherson) — Wed, 17 Jan 2024 13:00:00 +0000

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.
Topics

Guest introduction and background
Lessons learned as a founder of multiple startups
Advantages of naivete and experimentation
Nate Matherson's pivot from his previous startup
Challenges and unpredictability of the SEO and content space
The future of organic search
Content analytics functionality in Positional
Data-Driven Decision Making
Challenges with Google Analytics
Changes in SEO and Content Quality
Creating Unique and Helpful Content
Content Quality and SEO Expectations
Competitiveness of Content Spaces
Content Creation Strategy
Operationalizing Subject Matter Expert Quotes
Backlinks
Internal Links
Technical SEO
B2B Podcasting
Blogging
Show Links
Visit Positional
Connect with Nate Matherson on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

All About Outbound Sales and Marketing with Ritvij Gautam (Glencoco)

david@beomniscient.com (Ritvij Gautam, alex birkett) — Wed, 10 Jan 2024 13:00:00 +0000

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.

Topics

Challenges of Outbound Sales
Efficacy and Skepticism of Outbound Sales
Improving Outbound Sales
Outbound Sales Challenges
Complementary Marketing Channels
Amplifying Message through Outbound
Parameters for Outbound Consideration
Calculating ROI for Outbound
Outbound Sales as a Numbers Game
Data Enrichment and Lead Qualification
Role of AI in Sales
Human Touch in Sales
Glencoco's Solution
The Glencoco model
Paying for qualified meetings
Benefits for SDRs
Revitalizing accrued inbound
Promotion and contact information

Show Links

Visit Glencoco
Connect with Ritvij Gautam on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Signaling Humanity in a Sea of AI, Revival of Long-Form, and Fake Experts on LinkedIn

david@beomniscient.com (allie decker, david ly khim, alex birkett) — Wed, 3 Jan 2024 13:00:00 +0000

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.

Topics

The 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 Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: How Do You Develop Taste?

david@beomniscient.com (david ly khim, allie decker, alex birkett) — Wed, 20 Dec 2023 13:00:00 +0000

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.

Topics

The concept of taste
The role of taste in design
Differentiating taste in movies
Taste and Parroting Tropes
Appreciation vs Creation
Expertise and Content Creation
The importance of taste and its development
Taste and experience in content creation
How taste is cultivated through reflection
Taste Development and Excellence
Developing Taste through Guidance
Experience and Observing
The importance of taste
The development of taste
Editing process and taste

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

The Impact of AI on Content, Search, Learning, and More (Learning to Change)

david@beomniscient.com (melissa emler, alex birkett) — Wed, 13 Dec 2023 13:00:00 +0000

In this episode of the Learning to Change podcast, host Melissa Emler talks with Alex Burkett, co-founder of Omniscient Digital. They discuss Alex's career trajectory from a music major to a content marketing expert, highlighting his love for literature and reading as the foundation for his career. Alex shares insights on the impact of AI on search and consumer behavior, the future of SEO, and the potential use cases of AI in content marketing. They also discuss the importance of providing valuable insights and information, regardless of SEO trends. The episode concludes with Melissa encouraging listeners to embrace the process of learning and change.

Topics

The emergence of AI and its impact on content
Advancements in technology and changing interactions with content
Alex Burkett's journey from student to content agency co-founder
The Expert in SEO and Content Optimization
The Impact of AI on SEO
The Emerging Value of Content in the Age of AI
The insights that made us a valuable website
The relevance of traffic and the future of websites
The potential impact of AI on search results and citations
The internal use case for content management
Training AI on brand voice and content
Competing commitments in adopting new perspectives
The Power of Learning and Its Impact on Change
Joining the Modern Learners Community
Acknowledging the Indigenous Peoples

Show Links

Listen to the Learning to Change Podcast
Connect with Melissa Emler on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

A Growth Executive Explains Brand Marketing, Paid Acquisition, and the Future of Growth with Patrick Moran (Robinhood)

david@beomniscient.com (patrick moran, alex birkett) — Wed, 6 Dec 2023 13:00:00 +0000

In this podcast episode, Alex Burkett interviews growth marketer Patrick Moran about his experience in brand marketing.

They discuss the relationship between brand marketing and growth marketing, the components of brand strategy and positioning, and the challenges of measuring the impact of brand marketing.

Moran emphasizes the importance of understanding audience behaviors on different platforms and tailoring brand stories accordingly. He also predicts that AI and machine learning will play a significant role in all aspects of marketing, including creative development, measurement, and process optimization.

Topics

The growth marketer explains brand marketing
How a growth marketer leads a brand marketing course
Brand marketing vs. growth marketing in 2023
Positioning and Brand Strategy
Product Decisions and Audience Behavior
Measurement and Quantifying Brand Impact
The measurement components of ROI
Determining the impact of marketing efforts
Different methods of measuring paid media capabilities
The relationship between brand marketing and performance marketing
The impact of brand marketing on growth and performance
The importance of martech and data infrastructure in marketing
The first component of growth marketing
Using machine learning for personalized creatives
The evolution of growth marketing channels
Channels and their evolution
Measurement and its importance
Effective storytelling and audience behaviors

Show Links

Visit Finding Market Fit podcast
Connect with Patrick Moran on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Well I guess this is growing up...

david@beomniscient.com (Alex Birkett) — Wed, 8 Nov 2023 14:06:37 +0000

Show Links

Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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)

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Connecting Dots as a Generalist, Going from Product to CMO, and Lessons Growing in a Mature Category with Shay Howe (ActiveCampaign)

david@beomniscient.com (shay howe, alex birkett) — Wed, 11 Oct 2023 19:25:48 +0000

In this episode, Shay Howe, the Chief Marketing Officer at ActiveCampaign. They discuss Shay's background in product design and engineering and how it has influenced his approach to marketing.

Shay emphasizes the value of being a generalist and problem solver and shares insights on hiring and managing a marketing team. They also explore the importance of strategic decision-making, self-awareness, and customer focus in driving company success.

The conversation touches on topics such as automation, creativity in marketing, and the use of AI. The episode concludes with both hosts expressing their gratitude for the engaging conversation.

Topics

The importance of product-led growth
Transitioning from generalists to specialists
The importance of prioritization and trade-offs
Mitigating conflicts caused by different working styles
Growth in a mature market
Product innovation and word-of-mouth
The risk of inaction in marketing
Using AI for Data Analysis
AI in Marketing Automation
The importance of automation in business
Using behavioral and intent-based personalization

Show Links

Visit ActiveCampaign
Connect with Shay Howe on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Nihilistic Funks, Losing Inspiration, and Google's Helpful Content Update

david@beomniscient.com (alex birkett, david ly khim, allie decker) — Fri, 6 Oct 2023 18:09:05 +0000

In this episode of Kitchen Side, we discuss various topics including the recent Google update, the importance of creating helpful content, the impact of SEO on traffic and leads, changes in work culture, experiences with LinkedIn, efficiency versus effectiveness, the shift in work culture and its impact on hiring and talent acquisition, and experiences with learning new skills and setting goals.

We emphasize the importance of creating valuable content, having expertise and authority, and prioritizing genuine interests and passions. and also discuss the need for open communication, self-improvement, and nurturing work ethic and passion in individuals.

Topics

The impact of SEO on traffic and leads
Changes in work culture
The importance of creating helpful content
Changes in work culture and the efficiency vs effectiveness debate
The shift in work culture and impact on talent market
The importance of communication and boundaries in work
The importance of finding strengths and interests
Finding the perfect mix of strengths and interests

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Back-to-Back Hypergrowth Companies, Growth Lessons from Piano and Classical Music, and Mass Scale Personalization with Olga Denisova

david@beomniscient.com (olga denisova, alex birkett) — Wed, 4 Oct 2023 12:00:00 +0000

In this episode, Olga Denisova, an experienced marketer in hypergrowth companies discussed topics such as B2B marketing, foundational marketing activities, and the impact of personalization efforts on revenue.

Olga also delved into their shared interests in medicine and classical music, discussing misconceptions about classical music and the challenges of playing the piano. She shared her experiences at Veeam and SEMrush, emphasizing the importance of clear responsibilities and onboarding processes in rapidly growing organizations.

She also discussed the future of SEO, the importance of attribution models in marketing, and the effectiveness of personalization strategies. The conversation ended about imposter syndrome and the importance of self-awareness and continuous personal development.

Topics

The importance of focus and polishing
Similarities in growth challenges
Setting clear objectives and KPIs
Matching personalities to different stages of companies
The learning rate in fast-growing companies
The future of SEO and its challenges
The importance of multi-touch attribution
Personalization as a key marketing strategy
Dynamic Content and Personalization
The tendency to doubt and criticize oneself
Market validation and feeling like an expert

Show Links

Connect with Olga Denisova on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Team Offsites, SWOT Analyses, and Selfishness

david@beomniscient.com (david khim, allie decker, alex birkett) — Fri, 29 Sep 2023 12:00:00 +0000

In this episode of The Kitchen Side, the team reflects on their recent team offsite in Phoenix discusses various topics related to team retreats, preparation, and activities, and emphasizes the impact of meeting in person and the energy levels after the offsite.

They discuss the importance of in-person interactions and the difference between offsite work and day-to-day work. They also talk about the balance between personal and professional content on social media. Additionally, they discuss the benefits of making decisions before the offsite, setting ambitious goals, embodying discipline over motivation, being honest and selfish in their work, and the importance of operating with integrity and self-awareness.

They also touch on conducting a SWOT analysis and prioritizing strengths. The episode concludes with a discussion on checking the business model and ending the episode.

Topics

The balance between personal and professional content on social media
Making decisions and concrete steps before the offsite
Setting ambitious goals and learning from them
The importance of discipline over motivation
Balancing personal and professional content on social media
The importance of honest advice
SWOT analysis and its role in business planning
The importance of agreements and addressing business threats
Adapting business strategy and revisiting strengths and weaknesses
The importance of diagnosing business models

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

From Wall Street to Creator, a $645,099 Business Pivot, Principled Marketing, and Combatting Inner Narratives with Khe Hy

david@beomniscient.com (khe hy, david khim) — Wed, 27 Sep 2023 12:00:00 +0000

In this episode with Khe Hy, founder of RadReads, is a conversation that goes beyond the usual topics of content, SEO, marketing, and tech. He discussed his journey of founding RadReads, his transition from Wall Street to being a full-time creator, and his tips on productivity.

Khe spent 15 years working on Wall Street and was one of the youngest Managing Directors at BlackRock. He's been called Oprah for Millennials by CNN and the Wall Street Guru by Bloomberg and his work has been featured in the Wall Street Journal, TedX, Barrons, Time Magazine, and Quartz.

Khe also delved into introspection, questioning narratives, and the impact of coaching and emphasized the importance of self-reflection, personal freedom, and exploring deeper emotions.

Topics

Rad Reads and Living an Examined Life
Understanding business games
The tension of breaking societal narratives
The discomfort of pain-based marketing in self-improvement content
Authenticity and the "Oprah for Millennials" Label
The power of luck and good timing
The four quadrants of work
Reframing tasks as dollar values
The game of real human connection
Questioning societal narratives
The Pivotal Moment and Trade-Off
The psychology of freedom
Uncovering inner thoughts and feelings
Carrying grief and its impact on actions
The fallacy of the grass always being greener

Show Links

Visit RadReads and listen to their podcast
Connect with Khe Hy on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Supercharge Your Productivity Course
The magic of doing $10,000 per hour work
The $645,099 business pivot
Book: When Things Fall Apart
The Work of Your Life | Khe Hy | #88 Reboot Podcast

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Lindsay Tjepkema (Casted) on Doing More with Less, B2B Podcasting, and Human-Centric Marketing

david@beomniscient.com (jay acunzo, alex birkett) — Fri, 22 Sep 2023 12:00:00 +0000

In this episode, Lindsay Tjepkema, CEO and co-founder of Casted, a podcasting and video platform for B2B marketers discussed the importance of relationships in business, the evolution of B2B marketing, and the value of podcasting as a content format.

Lindsay shared her experience running a services consultancy and how it taught her the importance of prioritizing relationships with customers. She also talked about the limitations of current podcast analytics and the need for more meaningful engagement metrics. She explained how Casted aims to provide B2B marketing teams with a platform to publish, syndicate, manage, and measure their audio and video content.

She also touched on the challenges of measuring the value of podcasting and the future adoption of podcasts by B2B brands. Lindsay emphasized the human need for connection and the importance of leveraging conversations to create a unique bond between the listener and the brand. Lindsay believed that brands that prioritize human connection and use technology to enhance it will ultimately succeed

Topics

The push and pull of satisfying market demand
The evolution of B2B content marketing
The value of conversation and human connection in podcasting
The importance of evergreen content
The need for long-term commitment to podcasting
The value of podcasting in B2B marketing
Changing the marketing playbook
The importance of human involvement in content creation
The shift from growth at all costs to pragmatic action
The importance of relationships and creativity
Staying sharp through conversations and self-care

Show Links

Visit Casted
Connect with Lindsay Tjepkema on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Eating From a Smaller Plate (or Bloat is Bad, Actually)

david@beomniscient.com (allie decker, alex birkett, david khim) — Wed, 20 Sep 2023 12:00:00 +0000

In this episode, Omniscient Digital founders Alex Birkett, Allie Decker, and David Ly Khim discuss a LinkedIn post about stealing SEO traffic from a competitor using AI-generated content. They explore the moral implications and the impact on the internet and information ecosystem.

The conversation then shifts to the importance of backlinks in SEO and the need to play the long game and talk about the effectiveness of gated content in B2B marketing and the use of quizzes as a conversion strategy.

The concept of "eating from a smaller plate" is introduced, highlighting the benefits of setting constraints in business strategies. The episode concludes with a discussion on prioritization, productivity, and the value of constraints in achieving focused actions.

Topics

Morality and Integrity of the Approach
Misunderstanding of Effective SEO Strategy
Content Velocity vs. Backlinks
The Effectiveness of Turning Content into PDFs
Misalignment of Search Intent and Qualified Leads
Value of Gated Content and Types Worth Investing in
The Importance of Audience Growth vs. Conversion Strategy
Using Mental Models to Improve Profitability
The Benefits of Constraints in Business
Creativity and Results with Limited Resources

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Automating SEO, Getting Executive Buy-In, and Career Growth Through Curiosity with Braden Becker

david@beomniscient.com (braden becker, david khim) — Fri, 15 Sep 2023 12:00:00 +0000

In this episode, Braden Becker, the SEO Lead at Faire, an online marketplace for local retailers discussed Faire's SEO strategy, including programmatic SEO and automating workflows. He talked about the challenges of implementing SEO in the B2B marketplace and controlling consumer traffic.

Braden shares insights on building relationships between brands and retailers, balancing high search volume keywords, and using softer signals to assess traffic quality. He emphasized the need for collaboration, experimentation, and prioritization in technical SEO and the importance of buy-in and communication in an SEO program.

This episode is packed with valuable insights and practical tips that can help you navigate the complex world of SEO.

Topics

The potential of automated monitoring in SEO
Building relationships between brands and retailers
SEO and content strategy for a B2B company
Controlling consumer traffic in a marketplace
Growing SEO Channel
Search Volume Pipeline
Buy-in and its importance
Nurturing buy-in and collaboration
The Role of Technical SEO
Balancing Curiosity and Priorities

Show Links

Visit Faire
Connect with Braden Becker on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Surround Sound SEO & Optimizing for Generative Answers

david@beomniscient.com (david khim, allie decker, alex birkett) — Wed, 13 Sep 2023 16:32:57 +0000

This episode of Kitchen Side discussed various topics related to content marketing, sales enablement, and surround sound SEO. Omniscient Digital founders, Alex Birkett, David Khim, and Allie Decker explore the challenges and misconceptions surrounding sales enablement content, emphasizing the importance of addressing specific pain points and showcasing thought leadership.

They also delve into reducing the perception of risk in B2B buying decisions and the type of content that supports the sales process. They touch on trust symbols, surround sound strategy in SEO, and tactics for getting featured on editorial pages and review sites. The episode concludes with a discussion on post-purchase rationalization and finding enjoyment in the daily grind of work.

Topics

Sales enablement content and its effectiveness.
Creating valuable content for sales teams
Reducing risk in B2B decisions
Understanding Consumer Decision-Making
Generative Search and Influencing Decisions
The editorial pages and leveraging listicles
Surround sound strategy and leveraging powerful domains
Post-purchase rationalization
Magnitude of trust in recommendations
The grind and work ethic

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Lessons Learned Hiring & Tips for Job Seekers

david@beomniscient.com (david khim, allie decker, alex birkett) — Fri, 8 Sep 2023 12:00:00 +0000

In this Kitchen Side episode, discussed a range of topics including their recent hiring process, remote work, and the importance of being analytical in content and SEO fields.

Omniscient Digital founders, Allie Decker, Alex Birkett, and David Ly Khim shared insights into their hiring process, emphasizing the skills and traits they look for in candidates, and also discussed the challenges of remote work and the value of face-to-face communication.

This episode highlights the importance of thoroughness, self-awareness, and alignment with company values in the hiring process and also the need for curiosity, analytical skills, and the ability to ask thoughtful questions.

Topics

Remote work etiquette
The value of in-person interaction
Filtering out candidates based on attention to detail
Filtering candidates in the hiring process
Assessing self-awareness and drive in candidates
The importance of independent thinking and setting strategy
Structured thinking and clear justifications
Curiosity and asking the right questions
The role of analytics in SEO and content strategy
The unique combination of skills at Omniscient Digita
The importance of hearing from people in the weeds

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Mis-Using Generative AI in Content Marketing, Improving Content Operations, and AI Becoming Marketers

david@beomniscient.com (sophia solanki, david khim) — Wed, 6 Sep 2023 12:00:00 +0000

In this episode, Sophia Solanki, the founder of Narrato, an AI content creation and collaboration platform discussed the evolution of content marketing and the role of generative AI tools in enhancing effectiveness and efficiency.

Sophia emphasized the importance of human input and the need for marketing teams to focus on high-value content while using AI for less valuable tasks and also explored the use cases of AI in marketing, such as repurposing content, and the importance of understanding the target audience.

Our conversation with Sophia Solanki was insightful and enlightening. It sheds light on the evolving landscape of content marketing and the role of AI in shaping its future. As we continue to explore these topics, it's clear that the success of content marketing lies in having a solid strategy and understanding the target audience, rather than relying solely on tools.

Topics

The Shift Towards Leaner Marketing Teams
The Trend Toward Quality Content
Repurposing Content with AI
Building a Successful Content Strategy
AI as a Marketer
The Impact of AI Tools on Time to Market
The Challenges and Strategies for Staying Focused in a Competitive Industry
Building a Business with No Single Recipe
Being Open to Experimentation in Product Building

Show Links

Visit Narrato
Connect with Sophia Solanki on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Brand Building in E-commerce vs SaaS, Being a Weird Marketer, and Hiring Scrappy Marketers with Alexa Kilroy

david@beomniscient.com (alexa kilroy, david khim) — Fri, 1 Sep 2023 14:30:00 +0000

In this episode, Alexa Kilroy, the Director of Marketing at stay.ai discussed her journey into marketing, her unique approach to learning and marketing, the importance of branding, the direction of marketing in the industry, building a B2B brand, prioritizing marketing initiatives, content marketing, staffing the marketing team, and the qualities they look for in marketers.

She also touched on the connection between teaching and marketing and the challenges of dealing with notification fatigue. Alexa's journey from education to marketing is as fascinating as it is inspiring, and her unique approach to marketing is something I believe we can all learn from.

Topics

Transition to Brand and Marketing Leadership
The Weird Marketer
Measuring Brand Efforts
Marketing Strategies: Brand vs. Revenue Focus
Building a B2B Brand in Today's World
Content Marketing as a Revenue Driver
Building an Adaptable Marketing Team Culture
Notification Fatigue and the Need to Take a Break
The Power of Being Authentic and True to Oneself

Show Links

Visit stay.ai
Connect with Alexa Kilroy on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Differentiated Generative AI Product, Real AI Use Cases, and Making Content Quality Objective with Suzanne Kagan

david@beomniscient.com (suzanne kagan, david khim) — Wed, 30 Aug 2023 12:00:00 +0000

In this episode, Suzanne Kagan, the VP of Marketing at Anyword discussed the hype cycle of generative AI and how Anyword differentiates itself in the market. She shared her experience joining Anyword during the rise of generative AI and how they shifted their messaging to highlight scalability and predictive analytics.

Suzanne also talked about the importance of content quality and how Anyword helps marketers create effective content emphasizing the role of AI tools in augmenting marketing teams and expanding skill sets.

Topics

The Hype Cycle of Generative AI
Taking on More Responsibility Beyond Content
Differentiating in a Crowded Space
Performance-Driven Approach to Content
Testing and Validating Content with AI
The Future of Marketing
The Necessity of Context in AI-Generated Content
Expanding Skill Sets and Collaboration in Marketing
Marketing to Different Audiences
Balancing Parenthood and Leadership
Start Marketing Early

Show Links

Visit Anyword
Connect with Suzanne Kagan on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Cult Following in B2B and Revisiting Product Marketing as Your Industry Matures with Sandy Mangat

david@beomniscient.com (sandy mangat, pocus) — Fri, 25 Aug 2023 12:00:00 +0000

In this episode, we interviewed Sandy Mangat, Head of Marketing at Pocus, a revenue data platform. We discussed Sandy's background in product marketing, her journey into the role, and her transition to Pocus.

The conversation then shifts to the concept of product-led sales and the limitations of product-led growth. Sandy emphasized the role of humans in maximizing the value of the product and discussed the creation of a community and AMA series by Pocus.

Sandy shared her insights on transitioning from brand and category creation to pipeline generation and the importance of having mentors and advisors in her career.

Topics

The Shift in Positioning to Meet the Market
Learning Product Marketing through Guidance
The Power of Naming and Branding
Creating a Cult Following for Pocus
Creating a Community for Go-to-Market Leaders
Shifting Positioning to Revenue Data Platform
Transitioning to Revenue Focus
Learning from Startup Experience
The Importance of Mentors and Advisors

Show Links

Visit Pocus
Connect with Sandy Mangat on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Marketers Aren't Storytellers, Hard Truths in SaaS, and SEO Signal vs Noise

david@beomniscient.com (allie decker, alex birkett, david ly khim) — Wed, 23 Aug 2023 12:00:00 +0000

Welcome to another insightful episode of the "Kitchen Side" series of the Long Game. Today, we delve into a thought-provoking discussion with Alex Birkett, Allie Decker, and David Ly Khim, the co-founders of Omniscient Digital. We explore various topics related to the marketing industry, with a particular focus on the role of storytelling in content marketing.

They debate its significance, application in different contexts and its purpose in content marketing and touch on other topics such as CEO focus areas, hard truths in the SaaS industry, the importance of honesty and validation in marketing, the fear of failure, and taking risks, creating a culture that embraces failure, SEO tips, and the importance of understanding the reader's perspective in content creation.

Listen and learn insights that will help you navigate the ever-changing landscape of digital marketing.

Topics

The Role of Storytelling in Content Marketing
Debunking the Myth of Marketing as Storytelling
Using Personal Anecdotes in Content
Debating the Role of Storytelling in Marketing
Defining A Players
Building Systems and Redundancy
The importance of Taking Risks and Embracing Failure
Encouraging Openness Around Failure in Organizations
Balancing SEO and User Experience
The Challenge of Noise and Distractions in the Industry

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kyle Denhoff on HubSpot's New Media Strategy, Podcasts, Creator Program, and Monetizing YouTube

david@beomniscient.com (kyle denhoff, alex birkett) — Fri, 18 Aug 2023 12:00:00 +0000

Kyle Denhoff, the Director of New Media at HubSpot, discussed the concept of every company being a media company and whether it applies to all businesses, and the challenges of applying traditional marketing strategies to new channels like podcasts and YouTube.

He also touched on the potential for partnerships in the creator economy and the effectiveness of using video content for B2B brands and emphasize the importance of finding unique niches, providing value, and leveraging partnerships in the media space.

This episode also talked about measurement and attribution for media properties and the importance of finding the right mix of strategies for a brand or marketer.

Topics

The Shift in Marketing Strategy
The Role of Media in Marketing
Driving Demand through YouTube
Struggling with Diversification
Long-Term Commitment
The Creator Economy and Monetization Opportunities
The Potential for Growth in the Creator Economy
Productivity Hack
Belief about Marketing
Committing to a Marketing Mix

Show Links

Visit HubSpot
Connect with Kyle Denhoff on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Hypothesis-Driven Marketing Strategy, Efficient Growth, and How to Hire Product Marketers with Trinity Nguyen

david@beomniscient.com (trinity nguyen, david khim) — Wed, 16 Aug 2023 12:00:00 +0000

In this podcast episode, Trinity Nguyen, VP of Marketing at UserGems, discussed her background in marketing and finance, and how her diverse experience has shaped her approach to marketing leadership.

She shares UserGems' unique strategy of account-based marketing and selling, which allowed them to prioritize their efforts and become more efficient and emphasizes the importance of alignment across the company and discusses the challenges of achieving alignment in a remote work environment.

The conversation also covers the importance of experimentation, content syndication, and differentiation in marketing, as well as the golden era of product marketing. Trinity encourages a more creative and friendly approach to B2B marketing and shares UserGems' current focus on lead generation and building trust through social proof.

Topics

Deciding Priorities as the First Business Hire
Alignment Across Functions
Efficient Growth and the End of Spray and Pray
Content Syndication and Experimentation
Building a Marketing Program from Scratch
The Importance of Fresh Perspective in Marketing
The Importance of Understanding Target Markets in Marketing
The Multithreaded Ads Experiment
Targeted Advertising on LinkedIn
Work-Life Balance and Finding Your Own Balance
Imposter Syndrome and Overcoming It
LinkedIn vs. Twitter

Show Links

Visit Usergems
Connect with Trinity Nguyen on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building Communities for B2B Brands, Becoming a Marketing Leader, and Being Privileged with Kash Miah

david@beomniscient.com (kash miah, david khim) — Fri, 11 Aug 2023 12:00:00 +0000

In this episode, we are joined by Kash Miah, the VP of Marketing at CrowdRiff. He discussed his past experiences and his current role at CrowdRiff and talked about the importance of effective communication, building partnerships, and fostering community in marketing efforts, particularly in a remote work setting.

Kash also shared CrowdRiff's focus for the year, which includes shifting its positioning and messaging and establishing clear roles and responsibilities within the team. He also touched on balancing work and family life.

Overall, this conversation with Kash was filled with insightful lessons and experiences. His approach to marketing, communication, and community building provides valuable insights for anyone navigating the dual-sided marketplace.

Topics

The Approach to Joining New Companies
The importance of clear communication and building partnerships
The concept of community
Creating a hybrid community
The shift towards smaller, more intimate events
The return of face-to-face interactions in marketing
Expanding marketing capabilities
Brand campaign to change positioning
Social media as a driver for business growth
The power of effective communication

Show Links

Visit Crowdriff
Connect with Kash Miah on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Content and SEO Strategy for a PLG Company with Kirsty Finlayson

david@beomniscient.com (kirsty finlayson, david khim) — Wed, 9 Aug 2023 12:00:00 +0000

In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discusses various topics related to marketing, content strategy, and user experience.

Kirsty shares insights on the structure of the Chameleon marketing team, their SEO strategy, the importance of listening to customer calls, and the role of content in a product-led growth model.

She also shares her experience building the marketing function at Chameleon, making website optimizations through experiments, and the unique features and integrations offered by Chameleon's platform.

Topics

The team structure
Transitioning from SEO-focused content to problem-solving content
Culture of no more fluff in content
The role of content in product-led growth
The importance of foundational boring basic things
Optimizing and personalizing website content
The website experiment
The benchmark report
Abstracting away features
The trust thing and being a good manager

Show Links

Visit chameleon.io
Connect with Kirsty Finlayson on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: MMA, Objective Content Quality, Flaws of "Tone of Voice"

david@beomniscient.com (allie decker, david khim, alex birkett) — Fri, 4 Aug 2023 12:00:00 +0000

In this episode of Kitchen Side, Omniscient Digital founders, Allie Decker, Alex Birkett, and David Ly Khim have a behind-the-scenes conversation about marketing strategies and ideas.

They discuss the importance of focusing on the basics of marketing and the tendency to chase after new and novel ideas. They draw analogies to fitness and discuss the idea of every company being a media company. They also discuss the misconception that companies need to create viral and entertaining content to succeed in marketing, emphasizing the importance of mastering the basics and creating quality content that is relevant and helpful to the target audience.

They also touch on the subjective nature of content quality and the importance of subject matter expertise and tone of voice in content creation. The conversation concludes with a discussion about different types of marketers and their characteristics.

Topics

The concept of content quality
The tendency to chase after new ideas in marketing
The importance of focusing on the basics of marketing
The responsibility of companies to advocate for starting with the basics
Defining quality content and having a sense of taste
Establishing a vision and exclusionary
Creating a checklist for quality
The importance of subject matter expertise in content
The role of tone and voice in content quality
Defining objective criteria for quality content
The importance of defining tone in outsourced content
Guidelines for tone of voice in content creation
Differentiating between being kind and being nice
Demand Generation and Growth Marketers

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Lani Assaf (Maven) on Behavioral Science, First Principles, Free Will, and Education

david@beomniscient.com (lani assaf, alex birkett) — Wed, 2 Aug 2023 12:00:00 +0000

In this episode, we are joined by Lani Assaf, a startup marketer and marketing lead at Maven. We delve into various topics including user psychology, behavioral design, marketing, learning, and education. Lani shares her background as a dancer and how it influences her approach to marketing.

Lani emphasizes the importance of understanding the customer's journey and motivations, and they explore the impact of cohort-based courses versus self-guided courses on completion rates and also touch on the role of storytelling in marketing and the importance of setting goals and accountability in the learning process.

The conversation concludes with insights on prioritization, low-hanging fruit in marketing, and Lani's career choices.

Topics

The Definition of Lifecycle Marketing
The Foundational Layer of Lifecycle Marketing
The Power of Cohort-Based Courses
The Effectiveness of Active Learning
Just-in-Time Learning vs. Aspirational Learning
Imposing Accountability and Goals in the Learning Process
Marketing as Storytelling
The Concept of Storytelling in Marketing
The Importance of Impact Over the Effort in Growth Teams
Low-Hanging Fruit and Competitive Advantage
Infusing AI-Powered Recommendations
Asking for Help
Changing Your Mind

Show Links

Visit Maven
Connect with Lani Assaf on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Curmudgeonly Hot Takes, Applied Barbell Strategy, and Threads

david@beomniscient.com (alex birkett, allie decker, david khim) — Fri, 28 Jul 2023 12:00:00 +0000

In this podcast episode of Kitchen Side, Alex Birkett, Allie Decker, and David Khim, founders of Omniscient Digital discuss various topics related to marketing.

They start by exploring the idea that creating demand is not always effective for startups and small businesses, and it's often better to meet people where they are and provide solutions to existing problems. They also touch on the concept of creating a new category or terminology to differentiate a product or service.

The conversation then shifts to the importance of understanding the dichotomy between creating demand and capturing demand, and the challenges of reaching customers at different stages of awareness. They discuss the role of educational content, the effectiveness of different marketing tactics, and the challenges of building a strong brand in the B2B landscape.

Topics

Creating Demand vs. Capturing Demand
Creating New Problems and Demand
Educational Content in B2B Marketing
The Importance of a Cohesive Content Program
Content Promotion and Distribution
The Complexity of Gartner Charts
Blaming Marketing for Core Business Problems
The Barbell Strategy
The Meetup Strategy
Thought Experiments and Looking Backward
Connecting with People on New Platforms
The Shift Towards Niche Communities

Show Links

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Mariya Delano on the Future of the Internet, Fragmenting Platforms, and Distribution in the Modern Age

david@beomniscient.com (mariya delano, alex birkett) — Wed, 26 Jul 2023 12:00:00 +0000

In this podcast episode, Mariya Delano, founder of Kalyna Marketing, a marketing agency for B2B technical brands, discussed the evolving nature of the internet and how platforms like Twitter, Mastodon, and LinkedIn are changing and also explored the influence of AI on content and communities, specifically focusing on marketers and their approach to content distribution and personal brand building.

The conversation touches on alternative platforms, data security concerns, and the potential fragmentation of the internet. We also discussed the stages of platform development and the importance of finding meaning and purpose in work.

Topics

The Changing Nature of the Internet
The Birth of a New Internet
The return of niche spaces
The appeal of decentralized platforms
The lack of new voices and opportunities on Threads
Stage progression of platforms
Content distribution strategies
The "So What" Framework
Writing for a Skeptical Reader
Finding joy and purpose in work during difficult times

Show Links

Visit Kalyna Marketing
Follow Mariya Delano
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Managing a Content Program During a Company Pivot, the Evolution of B2B Content Marketing, and Executive Communication with Jenny Thai

david@beomniscient.com (jenny thai, david khim) — Fri, 21 Jul 2023 12:00:00 +0000

In this episode, Jenny Thai, Head of Content at Vanta, discusses the evolution of content marketing over the past decade. She covers topics such as the shift from blogging to demand-generation tactics, the rise of video content, and the current trend of community-driven content and also explores the idea of building a media company within the B2B space and the challenges that come with it.

Jenny shares insights on being adaptable and nimble in a company's growth stages, prioritization, streamlining processes, and aligning content strategy with overall corporate and marketing strategies.

The episode concludes with a discussion on thought leadership and the evolving role of a content marketer.

Topics

The Evolution of Content Marketing
Content Overload and Credibility Concerns
Building a Media Company as a B2B Marketing Team
Streamline Processes for Efficiency
Building Content Strategy from Scratch
Thought Leadership vs. SEO Content
Building a Clear Content Strategy
Creating a Strategy Deck
The Role of a Content Marketer
The Importance of Execution in Strategy

Show Links

Visit Vanta
Connect with Jenny Thai on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Content & SEO Go-to-Market, Making Data-Driven Decisions, and Competing in SaaS

david@beomniscient.com (peter caputa, david khim) — Wed, 19 Jul 2023 12:00:00 +0000

In this podcast episode, Peter Caputa, the CEO of Databox, discusses various topics related to marketing, data analysis, and building a software company.

He shares his experience transitioning from engineering to sales and marketing and eventually becoming a CEO. Peter talks about the challenges of marketing teams reporting on different metrics from various tools and how Data Box differentiates itself in a competitive market.

He also discusses their marketing strategy, including content marketing and conversion tactics. Peter emphasizes the importance of data-driven decision-making and the potential for algorithms to assist in analyzing and interpreting data.

Topics

Data-driven Decision-Making
Forecasting and Seasonality
The Marketing Side and Content Strategy
Using Podcasts for Marketing
The Differentiation Challenge
Unique Value for Marketing Agencies
Building a Software Company with Discipline
Operational Cadence and Management Culture
Focus on Strategy and Innovation
Building a Blue Ocean Strategy

Show Links

Visit Databox
Connect with Peter Caputa on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: SEO Chad and the Benefits of Being Basic

david@beomniscient.com (samuel lund, david khim, allie decker, alex birkett) — Fri, 14 Jul 2023 12:00:00 +0000

In this episode of Kitchen Side, Alex Birkett, Allie Decker, David Ly Khim, and together with our managing editor Samuel Lund, discuss the importance of not taking everything at face value and going back to basics.

They also delve into the importance of quality in content and how it can be subjective and variable depending on the audience. They discuss the use of process maps as a tool for understanding how work gets done and improving efficiency. And they offer insights into human behavior and motivation, emphasizing the need to look beyond surface-level trends and focus on tried and true methods.

Overall, this episode provides valuable lessons on leadership, communication, and maintaining expected standards and pace.

Topics

The Shortcomings of Following Influencers
The Value of Email Lists
The Importance of Email Marketing
Process Mapping
Mapping a Process
Hard Truths of Leadership
Leadership Communication
Hypocrisy in Leadership

Show Links

Connect with Samuel Lund on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Gregory Ciotti on the Modern "Creator GTM" Content Strategy and Video as a Foundational Marketing Tool

david@beomniscient.com (gregory ciotti, alex birkett) — Wed, 12 Jul 2023 12:00:00 +0000

Are you struggling to make your content marketing strategy stand out in a crowded market?

In this episode, we are joined by Gregory Ciotti, Director of Content & SEO at Kapwing. He discussed the most effective ways to approach content marketing in today's landscape and the intertwining of SEO and brand building for smaller companies and startups, the evolution of content marketing, and the shift towards creators and video.

The most valuable lesson from this episode is the importance of using video to make content more personal and to help people get to know the person behind the advice and tactics.

Overall, the speakers emphasize the importance of aligning with a company's beliefs and values when working in marketing, as well as pushing oneself outside of their comfort zone to try new things.

Topics

The importance of video in mobile search
Video as a Complement to Other Programs
Brand Building and Attribution
Nuanced Take on SEO
Using AI to Speed Up Content Production Competition is Insane
Original Data Storytelling
Arms Race in Content Marketing
Creator approach and sustainability
Personal Branding vs. Company Branding
Matching Enthusiasm

Show Links

Visit Kapwing
Connect with Gregory Ciotti on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Melissa Zehner on Fractional Content Leadership and Fighting BS Content in B2B Marketing

david@beomniscient.com (melissa zehner, alex birkett) — Fri, 7 Jul 2023 12:00:00 +0000

Do you ever feel like you're not good enough for your job? You're not alone.

In this episode, we are joined by Melissa Zehner, Founder of The Content Market. She is a content marketing leader with more than 13 years of experience. She specializes in building, scaling, and monetizing organic content marketing programs for B2B startups. Her approach has proven successful and led to results like generating $254+ million in annual organic revenue and increasing website clicks 4x in less than 6 months.

This episode, emphasizes the importance of quality and integrity in content marketing and discusses the prevalence of low-quality content and the need for thoughtful, accurate, well-researched, and valuable content. We also touch on the potential of AI and chatbots in content creation, as well as the challenges of balancing creativity with data and analytics.

Overall, this podcast provides valuable insights into the world of content marketing and the personal struggles that come with it. It encourages listeners to prioritize quality and integrity in their work and to find support and community to overcome imposter syndrome.

Topics

High Integrity Content
Eliminating BS in B2B Content
Creating Quality Content on Substack
Chatgpt and the Future of Writing
Commitment to Quality
Fractional Content Leadership
Content Marketing Strategy
Future of Content Marketing
Unleashing Subject Matter Expertise
Philosophy and critical thinking

Show Links

Visit The Content Market
Connect with Melissa Zehner on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Branca Ballot (VP Marketing at Glide) on Startup vs Corporate Marketing Leadership, Driving Big Projects, and Remote Work

david@beomniscient.com (branca ballot, alex birkett) — Wed, 5 Jul 2023 12:00:00 +0000

Have you ever struggled with creating quality content in a saturated market?

In this episode, we are joined by Branca Ballot, VP of Marketing at Glide. She is a seasoned go-to-market professional with 15+ years of experience in management consulting, private equity, and tech startups in sales & marketing.

She discussed her experience in creating a content series for operational leaders and the challenges she faced in standing out. Branca talked about the importance of remote team building and emphasized the need to take baby steps and stay true to their brand and values.

Overall, this conversation highlights the importance of creating meaningful content and building strong relationships with audiences in order to succeed in today's competitive business landscape.

Tune in to learn more about the most valuable lessons from this podcast!

Topics

Consideration of Starting a Podcast
Creating Quality Content
Different Approaches to Marketing
Archetypical Approaches to Problem-Solving
Quantifying the opportunity
Building a Compelling Vision
Speed to Execution in Startups
The Power of Authenticity
Remote Team Building
Choosing Priorities
Empowering Non-Technical People
Virtual Culture Activities
Work-life balance and productivity

Show Links

Visit Glide on LinkedIn and Twitter
Connect with Branca Ballot on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building Marketing Programs and Teams from Scratch and How to Hire Great Marketers with Charlie Liang

david@beomniscient.com (charlie liang, david khim) — Fri, 30 Jun 2023 12:00:00 +0000

It can be daunting if you're a startup looking to build a marketing team from scratch. But according to Charlie Liang, Head of Marketing at Finch, the key is to hire generalists who can adapt to changes as the company grows.

In this episode, Charlie discussed the challenges of building a marketing team in early-stage startups and shared insights on prioritizing and investing in marketing efforts with limited resources.

Overall, the key to getting buy-in and building trust is through transparent communication and accountability. By presenting ideas and plans, asking for feedback, and being accountable for progress and adjustments made to the plan, you can build trust and get buy-in from your team.

Topics

Building a Marketing Team
Prioritizing Marketing Focus
Marketing Strategies That Worked
Principles of Prioritization
Learning from Mistakes in Building a Marketing Function
Tactical Communication Strategies
Previous Experience and Hiring
Filtering for Eagerness and Hunger
Reinventing Yourself

Show Links

Visit Finch
Connect with Charlie Liang on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

From Farm Work to Founding an Enterprise Software Startup Fixing Pay Equity and Transparency with Lisa Wallace

david@beomniscient.com (lisa wallace, david ly khim) — Wed, 28 Jun 2023 12:00:00 +0000

Are you struggling with managing compensation and workforce processes in your business? You're not alone. As Lisa Wallace, co-founder of Assemble, a compensation management platform, notes in this episode, many large organizations struggle with this challenge. But the good news is that there are solutions out there.

Lisa believes that pay transparency is here to stay and that companies will need to manage it, along with paid data reporting. She emphasizes that pay transparency is a continuum and that companies fall somewhere between minimal compliance and full transparency, depending on their culture and program maturity.

Overall, this episode highlights the importance of fair compensation management in businesses and how it can lead to positive impacts on business efficiency.

If you want to learn more about compensation management and how it can benefit your business, be sure to listen to this episode of The Long Game.

Topics

The Pain of Compensation Management
The Challenge of Managing Compensation
Employee Portal and Comp Planning
Pay Transparency Laws
Compensation Analytics
Pay Equity Challenges
The Progress of Wage Gap
Importance of Measuring Workforce Data

Show Links

Visit Assemble
Connect with Lisa Wallace on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Chris Toy (MarketerHire) on Why Marketers Run The World, Adaptability for Survival, and the Generative AI Revolution

david@beomniscient.com (chris toy, alex birkett) — Fri, 23 Jun 2023 12:00:00 +0000

Are you ready to dive into the world of marketing and advertising?

In this episode, Chris Toy, CEO of MarketerHire, discusses various topics related to marketing and the challenges of adapting to new technologies and the competitiveness of the marketing industry.

Chris has been in the marketing game for over 20 years and has seen it all - from the days of generalist marketing to the rise of algorithmic advertising. But now, with the focus back on finding the right specialized experts for the job, Chris and his team are revolutionizing the industry with their flexible work engagements, lightning-fast hiring process, and access to pre-vetted specialists with mad skills in all kinds of marketing channels.

So, let's dive in and learned something new in this episode.

Topics

The Rise of Digital Marketing
Resistance to digital advancements
AI Advancements and Job Changes
The line between distraction and innovation
Challenges of Creating Differentiated Content
The Overwhelming Pace of Change
Personalization in Marketing
Competitiveness in the Marketing Industry
The Rise of AI-Driven Solutions in Marketing
Advancements in Machine Learning
Rematching as a Feature

Show Links

Connect with Chris Toy on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Spryng Conference Recap, AI, Kid's Table Stuff

david@beomniscient.com (allie decker, alex birkett, david khim) — Wed, 21 Jun 2023 12:00:00 +0000

In this episode of Kitchen Side, Alex Birkett, Allie Decker, and David Ly Khim discuss their experiences with conferences and events, emphasizing the importance of creating events that facilitate meaningful interactions and discussions.

They also touch on topics such as the use of AI in content creation, programmatic SEO, and the personalization paradox in conversion rate optimization. They share their positive experiences at the Spryng conference hosted by Winter, where they enjoyed the format of smaller group discussions and gained new perspectives on content marketing. They also discuss the potential of AI technology and the importance of testing and verifying its recommendations.

Overall, this episode is packed with insights and tips for creating meaningful events and using AI technology effectively.

Topics:

Different Approaches to Conferences
Using AI for Content Creation
Quality vs Substance in Content Creation
Short-term Effectiveness of Gray Hat Techniques
Product-led SEO
Programmatic SEO and AI
Google Bard vs ChatGPT
Trust but Verify

Show Links:

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Bridget Poetker (Loop & Tie) on Content Hot Takes and the Transition from Content to Growth

Fri, 16 Jun 2023 12:00:00 +0000

Are you struggling to balance your work and personal life? Do you find it difficult to set boundaries while working from home?

In this podcast episode, our co-founder, Alex Birkett, is joined by Bridget Poetker, Director of Growth at Loop & Tie. She also co-hosted a pod called Self Control & Cheese to help 20-somethings in b2b tech navigate their personal and professional lives.

Alex and Bridget reflect on their early twenties and ambitious mindsets but acknowledge the importance of balance as they have progressed in their careers. They emphasize the value of structure, setting expectations, and planning ahead. They also discuss the challenges of working remotely and the need to consciously take breaks and rest in order to be more productive.

They also touch on the importance of company culture and ask tough questions during job interviews to determine if it aligns with the candidate's needs. They suggest that interviews should be a two-way street, with the candidate also interviewing the company to ensure a mutual fit.

Overall, this episode provides valuable insights and advice for anyone struggling to balance their work and personal life. So take a break from the constant consumption of content and give this episode a listen!

Topics

Small vs Big Startups
Expectations of a Role
Importance of Brand
Building a Brand Strategy
SEO Content Quality
Capturing Demand
Content Creation at G2
Content Quality vs Quantity
Work Smarter, Not Harder
Brand-Centric Marketing
Podcast Experience
Consuming Content and Depression
Simplicity in Marketing
Productivity Paradox
Work-Life Balance
Feedback and Autonomy
Success Theater

Show Links

Visit Loop & Tie
Connect with Bridget Poetker on LinkedIn, and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

AI Hype and Opportunity, Building Consumer Experiences into a B2B Product, and How Incentive Systems Inform Everything with Jon Reilly, Co-Founder & COO of Akkio

david@beomniscient.com (jonathon reilly, alex birkett) — Wed, 14 Jun 2023 12:00:20 +0000

In this podcast episode, we are joined by Jonathon Reilly, the co-founder and COO of Akkio, who focuses on driving the company’s mission of making it incredibly easy for people who work with data to leverage AI.

Jon discussed the importance of user experience design in building a successful product. He explained that his motivation for creating Akkio came from his frustration with the difficulty of extracting value from data in various businesses. To ensure that Akkio is a user-friendly tool, Jon and his team strive to create a B2C quality experience in a B2B application.

He emphasizes the importance of setting ambitious goals and thinking big when starting a company. Jon also discusses the challenges of natural language processing as well as the impact of AI on businesses. He shares his unconventional opinions on risk and experience in business and offers valuable advice for new parents.

Overall, this episode is packed with valuable insights and advice for anyone interested in entrepreneurship, AI, and user experience design. So, if you want to learn more about Jon's journey and his thoughts on these topics, be sure to tune in to this episode.

Topics

Learning at a Small Startup
The Excitement of Growth
Challenging Goals
Building and Adoption of Machine Learning Models
Concerns about Using AI Tools
Benefits of Large Language Models
High Bar for Quality
Importance of Customer Support
Rapid Pace of Innovation and Content
Ease of Use and Machine Learning
Incentive Structures
Working at a Startup vs. Large Business
Hiring for Agency
Parenting and Work-Life Balance

Show Links

Check out Akkio
Connect with Jonathon Reilly on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Product-Led Sales, Product Validation, and Unintentional Category Creation with Alexa Grabell, CEO of Pocus

david@beomniscient.com (david khim, alexa grabell) — Fri, 9 Jun 2023 12:00:00 +0000

As a founder, it can be tough to balance work and personal life, make tough decisions, and stay motivated.

In this episode, Alexa Grabell, founder of Pocus, shared some valuable insights and advice for other founders out there.

Alexa is the co-founder and CEO of Pocus, the first Product-Led Sales (PLS) platform. Pocus helps go-to-market teams use data to improve customer acquisition, conversion, and expansion - without relying on engineers. Alexa’s passion for PLS began when she led sales strategy & operations at Dataminr, where she built internal solutions to power sales teams with data.

Alexa also shared her experience as a first-time founder and how she has learned to delegate tasks to her team members. She emphasized the importance of hiring the right people and putting them in the right positions to do their best work.

Overall, Alexa's journey highlights the importance of flexibility, adaptability, and a willingness to learn and evolve. By prioritizing your team, setting goals, and staying true to your vision, you can navigate the challenges of building a successful startup.

If you want to hear more about Alexa Grabell's journey be sure to listen to this episode.

Topics

Empowering Women in Tech
Creating a Culture for Female Founders
Building a Diverse Team
Product Led Sales
Challenges of Building Internal Data System
Building vs Buying
Investment from Design Partners
Creating a Category
Building a Community
Learning as a Founder
Empowering Others
Finding a Peer Group
Passion and Trade-offs
Prioritizing Self-Care
Recruiting Process
Marketing as the First Hire

Show Links

Connect with Alexa Grabell on LinkedIn, Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Building Partner Programs and The Value of Being a Generalist with Barrett King

david@beomniscient.com (barrett king, david khim) — Wed, 7 Jun 2023 12:00:00 +0000

Partnerships can make or break a business.

In this episode, we are joined by Barrett King, currently the Senior Manager-Global Go-to-Market Strategy, Partner Ecosystem at HubSpot. He is a highly motivated and results-driven professional with over 10 years of experience in building partnerships and executing go-to-market strategies for SaaS companies. He is skilled in identifying and cultivating new business opportunities, driving revenue growth, and establishing successful sales channels.

Barrett emphasized the importance of studying partners and their impact on the customer experience and using that data to measure success. He discussed the importance of partnerships in business and how they can benefit both parties involved and also shared their advice for anyone who is hesitant to ask for help or feedback, encouraging people to just go ahead and ask, as most people are willing to help and share their knowledge.

If you want to learn more about the importance of partnerships in business and how to build successful partnerships, be sure to check out this episode!

Topics

Evolution of inner voice
The value of being a generalist
From design to tech and partnerships
Reinvention point
Better Together
Partner Programs
Types of Partnerships
How to validate your product
Why you should give your product away to early adopters
Partner Market Fit
Science of Scale
Customer-Centric Approach
Partnership success metrics
Customer-centric partnerships
Active listening in partnerships
Just go do
Do first

Show Links

Checkout Hubspot Website
Connect with Barrett King on LinkedIn
Connect with David Khim on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How Constraints Force Focus in Marketing, Becoming a First-Time Manager, and Anti-Specialization for a Diverse Marketing Career with David Fallarme

david@beomniscient.com (david fallarme, david khim) — Fri, 2 Jun 2023 12:00:00 +0000

Have you ever felt lost in your career, unsure of what direction to take or what goals to pursue?

You're not alone.

In this podcast episode, David Fallarme discussed various topics related to marketing and leadership. They talk about their personal brand pillars, which include addressing the lack of leadership in startup execution and the need for resources for first-time marketing managers. They also discuss the challenges of becoming a good manager and the lack of resources available for first-time marketing managers.

David Fallarme suggests that individuals should focus on one or two games that align with their values and strengths, rather than trying to play all of them. This approach allows you to structure your career in a way that is meaningful and fulfilling, while also maximizing your potential for success.

The conversation covers a range of interesting topics related to marketing and leadership, including the importance of constraints in startup execution, the Ideal Customer Profile, and the different "games" people play in their careers.

Topics

Choosing Not to Specialize
Playing the Job Title Game
Switching from B2C to B2B
The Trap of Industry Hiring
Breaking Down the Barrier of B2B Marketing
On Deck Growth and Layoffs
Advising Startups on Marketing
The transition from zero to one
Marketing Priorities for Startups
Business Model and Go-to-Market Constraints
Enterprise Buying Cycle
Marketing during a Downturn
Process for Dealing with Getting Laid off
Realizing that 80% of Marketing is Not Marketing
The Need to Follow and Learn from Non-Marketing Professionals
Communication as a Key Skill
Personal Values and Career Choices
Using Games to Manage a Team
Building a System to Turn People into A-players

Show Links:

Connect with David Fallarme on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Finding Go-to-Market and Business Model Fit, Setting the Right Marketing Goals, and Marketers as Investors with Emily Kramer

david@beomniscient.com (emily kramer, david khim) — Wed, 31 May 2023 12:00:00 +0000

Are you looking for some valuable insights on marketing and community building?

In this episode, Emily Kramer, the co-founder of MKT1 Capital, discusses various topics, including prepping for a podcast as a guest, the challenges of hiring marketers for startups, and the importance of setting impactful marketing goals.

Emily is a fund manager and marketer. Currently, she’s co-founder of MKT1 Capital, an early-stage B2B fund, and also writes MKT1 Newsletter, and teaches Marketing Leadership courses.

With her background in marketing, Emily shares insights on marketing strategies for startups. She also discussed her experience in marketing and community building, sharing tips on setting goals and testing new strategies. She stressed the need for a targeted approach to marketing and the importance of understanding the audience's behavior and pain points.

The conversation also discusses the importance of understanding the audience, market, and product and setting impact-focused goals rather than quantity-focused goals.

Topics

Marketing evolution
Marketing in early-stage startups
Early Marketing Career
Building Marketing Teams
Importance of Marketing for Startups
Hiring Sales vs. Marketing
Marketing as an Accelerant
Understanding Your Audience
Marketing Advantages
Targeting the Right Audience
Setting Marketing Goals, Long-Term Project Goals, Foundational Goals, and Project Goals for Marketing
Importance of Quality in Marketing
Trusting Your Gut

Show Links

Check out MKT1 Capital & Community
Connect with Emily Kramer on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Impact of Google SGE and AI on Business, Human Behavior, and Society

david@beomniscient.com (david khim, allie decker, alex birkett) — Fri, 26 May 2023 12:00:00 +0000

The marketing world is being impacted by AI advancements and the upcoming Google Search Generative Experience (SGE), prompting discussions on how to prepare and adapt without relying on speculative predictions. The rise of generalists in the business world may be a result of the increasing complexity and interconnectedness of technology and marketing.

In this episode of Kitchen Side, Alex Birkett, Allie Decker, and David Ly Khim discuss the possible effects of AI on marketing. The conversation highlighted the importance of not relying on speculative predictions, but rather focusing on tangible plans and strategies to stay ahead of the curve.

The conversation recognized the importance of staying informed about AI advancements and their potential impact on the marketing world. They emphasized the need to adapt and update strategies as technology progresses, in order to remain competitive and effective in the industry.

They also explore the impact of the Internet and technology on social behavior and society, discussing the balance between convenience and friction in the ever-evolving digital landscape.

If you want to hear more about our conversation, make sure to tune in to the full episode.

Topics:

Speculation vs Preparedness
Diversifying Content
Google's Gen AI Results
Reducing Human Interaction
Content growth agency
Over-optimizing for a channel
Balancing Specialization and Humility
Exposure to Other People's Opinions
Marketing Leaders' Views on AI
Importance of Seeking Different Viewpoints

Show Links:

Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Corey Haines on Programmatic SEO, Media Marketing, and SaaS Growth

david@beomniscient.com (corey haines, alex birkett) — Wed, 24 May 2023 12:00:00 +0000

In this episode, we are joined by Corey Haines, the founder of Swipe Files and cofounder of SwipeWell. He shares their journey toward entrepreneurship, including the challenges they faced and how they found their passion in the world of tech and marketing.

Corey Haines has been the head of marketing at companies like Baremetrics and SavvyCal as well as consulting with dozens of startups. He's currently writing a book on SaaS marketing called "Founding Marketing" that will be released in 2024.

He also discussed the importance of having a media personality within a company's senior leadership team, treating content like a product, and building individual thought leaders.

The conversation provides insights into the world of programmatic SEO and its potential challenges and opportunities for building a successful SaaS company. They discuss their approach to time management, content creation, and programmatic SEO, as well as the importance of treating content like a product and marketing like a media company.

Topics:

Programmatic SEO Marketing
Enneagram Three Strengths and Weaknesses
Managing Time and Energy
Working on what's exciting
The Difficulty of Content Creation
Building momentum for Swipe Well.
Programmatic SEO Strategies
Programmatic SEO and Generative AI
Technical Foundations for Programmatic SEO
Programmatic SEO VS Marketing Like a Media Company
Content as the Cornerstone of Marketing
Building Trust through Media Personalities
The Risks of Building Social Thought Leaders
Retention and Incentivization
The Modern Environment of Media Companies
Journey to self-discovery

Show Links

Visit Swipe Files and SwipeWell
Connect with Corey Haines on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

AI Hype and Normalization, How to Actually Use Generative AI Tools, and the Magic of Content Marketing with Ben Pines, Director of Content at Wordtune

david@beomniscient.com (ben pines, david khim) — Fri, 19 May 2023 12:00:00 +0000

Have you ever wondered about the impact of AI on content creation and marketing?

This podcast episode features an interview with Ben Pines, Director of Content at Wordtune, discussing generative AI, SEO, content creation, and the changing landscape of search behavior.

Ben Pines is a seasoned content marketing expert with over 15 years of experience in the field.

Ben's most notable role was as the Head of Content at Elementor, a popular website builder for WordPress. During his time there, he was responsible for creating and managing the company's content strategy, which helped grow their user base and establish Elementor as a leading player in the website builder market.

Currently, Ben is the Director of Content at Wordtune, an AI-powered writing tool that helps users improve their writing skills. In this role, he is responsible for overseeing the company's content marketing efforts and ensuring that their messaging resonates with their target audience.

Ben is also a frequent speaker at digital marketing conferences and a contributor to various industry publications. He is known for his expertise in content marketing, SEO, and digital strategy.

Overall, Ben provides insightful perspectives on the future of content creation and marketing. It highlights the importance of staying up-to-date with the latest trends and technologies while also valuing human creativity and personal touch.

Topics

Differentiation in the Generative AI Space
The Purpose of Content
Limitations of AI in Writing
Changes in search and marketing strategy
Future of AI-generated search results
Marketing strategy and diversification
Using AI tools for content creation
Iterative Process for Better Results
Versatility of Content Creators
Being Kind in Business
Productivity Hoax

Show Links

Connect with Ben Pines on LinkedIn and Twitter
Visit Wordtune
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

A Live Fireside Chat with Jay Acunzo

david@beomniscient.com (jay acunzo, alex birkett) — Wed, 17 May 2023 12:00:00 +0000

Creativity is the ability to generate ideas, inventions, and new ways of thinking and solving problems. It is a key element in the success of any business or organization. Creativity is not just about ideas but also about how you think about your work and what you do with your ideas. It's not just about being creative with words but also about being creative with numbers and visuals. It's not just about coming up with new ways of doing things; it's about using those new approaches to solve problems or make improvements to current processes.

In this episode, host of the Long Game podcast Alex Birkett together with Jay Acunzo discuss the benefits of having a content calendar and a self-renewing system to prevent writer's block and improve creativity.

Jay Acunzo who is a powerful voice in the marketing industry and an evangelist for creativity, helps makers and marketers create content that resonates deeper by being more effective storytellers. He’s worked in marketing roles at Google, ESPN, HubSpot, and the VC firm NextView, and has developed, hosted, or consulted on original shows for clients like Salesforce, GoDaddy, Wistia, Help Scout, and Drift. " He worked on continent HubSpot as well as the next few ventures, and today he's an author of the great book Breaking the Wheel Show, host of the Unthinkable Podcast, and Brand Consultant, discussing various topics related to creativity and content creation.

The conversation highlights the importance of discipline, creativity, and authenticity in content creation, encouraging individuals to find their unique voice and approach They emphasize the importance of creating content that resonates with the intended audience and embracing rigor and care in the creative process.

Topics

Lessons Jay Learnt To Get the Roots of Someone’s Personality
Going in a Story You Know and Coming Out Portraying the Deepest Meaning
What Mediocre vs Great Looks Like
How To Find Writers Who Care
Non-Response Buyers
ChatGPT Content
Developing Posture in the Age of AI
Practice in Content Creation
Quote on Quote Niching Down vs Composite of a Person
What Makes Jay Passionate About Empowering Creativity and Creativity

Show Links

Visit The Long Game for more amazing podcast content
Connect with Omniscient Digital on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Jay Acunzo on LinkedIn

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Future of Content Marketing (Live Panel with Devin Bramhall, Ali Orlando Wert, and Anum Hussain)

david@beomniscient.com (ali orlando, anum hussain, devin bramhall, alex birkett) — Fri, 12 May 2023 12:00:00 +0000

The content marketing industry is growing at a rapid rate, and it's not hard to see why. People are more connected than ever before, and they are using technology to stay informed, entertained, and engaged. In the near future, the world of content marketing is going to be very different. The rise of AI will have a huge impact on how we create, distribute, and consume content, and it's important for marketers to understand how they can adapt their strategies to fit this new era.

In this episode, the podcast host of the Long Game Podcast, Alex Birkett, is joined by Ali Orlando, Devin Bramhall, and Anum Hussain to discuss the current landscape of content marketing and where it's headed. They emphasize the importance of adapting strategies to fit specific industries and audiences, building a strong foundation before trying out new content marketing tactics and understanding audience needs. They also discuss the potential of AI in content marketing, with some seeing it as an opportunity rather than a threat.

Topics

What Are Your Marketing Superpowers?
What Changed Devin’s Mind About Content Marketing Recently
SEO As the Foundation of Content Strategy
What HubSpot’s Content Approach Would Look Like Today
The Meaning of Thought Leadership
What a Strong Foundational Content Strategy Looks Like
Is ChatGPT Going To Take All Our Jobs?
What Many People Disagree About Content Marketing

Show Links

Visit The Long Game for more amazing podcast content
Visit Omniscient Digital for more amazing podcast content
Connect with Omniscient Digital on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building Growth Strategy at the Executive Level and Learnings from Running Growth at Disney and Live with David Mausolf

david@beomniscient.com (david mausolf, david khim) — Wed, 10 May 2023 12:00:00 +0000

In this episode, our co-founder, David Khim had the pleasure of interviewing David Mausolf, co-founder of Apex Growth. We covered a range of topics, including David's business trip to San Francisco, the importance of in-person meetings for building relationships, and potential topics to discuss on the podcast. We also delved into David's journey to building Apex Growth and the key milestones that got him there.

David shared how he got into marketing despite originally wanting to become a data scientist. He eventually heard about Lyft and decided to join the company, despite warnings from his mentors and parents. David's best friend ended up working at Uber, and they found themselves competing head-to-head with each other. David describes his time at Lyft as a "crazy experience" that taught him to be scrappy and get the job done, even if it wasn't in his job description. He eventually left Lyft and worked at Fox and Disney before realizing he was repeating the same pattern of joining a company, analyzing the team, and leaving after a few years. David decided to start his own agency, Apex Growth, to create something of his own and avoid the cycle of joining new companies every few years.

We discuss the limitations of attribution models in marketing and the need for an always-on incrementality testing framework. Many consultants charge a lot of money for data-powered attribution models, but they are often useless. The real question is what is driving value, and most tools do not answer that question. The process of measuring incrementality data can vary based on the channel or tactic used, and it takes a lot of work to understand how to assign credit to marketing efforts. There is no automated tool to do this, and it requires an always-on incrementality testing framework.

We also discuss the challenges of operationalizing the findings and results of incrementality testing in marketing. The hardest part is the operationalization of the findings and results, as it requires socializing the results and pitching them repeatedly until they are accepted and acted upon. We also discuss the trend of marketing becoming too data-dependent, leading to a paralysis of analysis and a focus on small tweaks rather than big changes.

Finally, we discuss the importance of taking time off as a business owner to build a self-sustaining entity that can run without the owner's constant involvement. No one will buy a company that is tied to the owner and cannot function without them. We advise entrepreneurs to focus on building a machine that can operate independently, which increases the value of the company and frees up the owner's time to work on other things.

To learn more about these topics and hear more from our guest, be sure to check out the full episode. And don't forget to connect with our guest on LinkedIn and at Apex Growth.

Thanks for tuning in!

Topics

Systemizing Leadership Patterns
Importance of High-Level Thinking
Communication and Leadership
Challenges Faced by Agencies
Solving Client’s problems
Importance of Executive Stakeholder
Building Trust with Stakeholders
SEO Attribution
Relationship Between Work and Time

Show Links

Visit Apex Growth for amazing company internal-use tools
Connect with David Khim on LinkedIn and Twitter
Connect with David Mausolf on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Defining Objective Content Quality Standards & Why Content Marketing is Cheesy with Margaret Jones (Airtable)

david@beomniscient.com (margaret jones, alex birkett) — Fri, 5 May 2023 12:00:00 +0000

Welcome to another brand new episode of the Long Game Podcast. In this episode, we dive into the world of content quality and the processes involved in ensuring it. Alex Birkett and Margaret Jones share their insights on the topic, providing valuable tips and tricks for maintaining consistency and improving the overall quality of content produced.

Margaret suggests using checklists for different formats and areas of quality, such as brand voice and style guide, as well as regularly workshopping published content. This approach can help to maintain consistency and improve the overall quality of the content produced. She also shares their experience at a previous company where they aimed to produce the best content ever published on a topic. They used specific guidelines to achieve this goal, which resulted in high-quality content. However, they also acknowledge the potential for over-engineering processes and the importance of allowing for creativity.

The conversation also touches on different approaches to writing, synesthesia, and even basketball player Steph Curry's flow state- this example is used to stress the importance of constantly pushing oneself to improve and adapt, while also allowing for creativity and experimentation.

Overall, the conversation highlights the importance of quality control in content creation. By implementing processes and guidelines, content creators can ensure that their work meets the highest standards. So, if you want to learn more about content quality and how to improve it, tune in to this episode now!

Topics

Improving Writing Skills
Subjectivity of Taste and Objectivity of Writing
Objective Editing
Balancing individual and brand voices
The Use of a Company’s Online Community
Creating a Content Strategy Focus
Running a Quality Content Production Process
Quality Content Checklist
Importance of allowing for creativity
Why content marketing is dead
State of Cold Outbound

Show Links

Check out Airtable
Connect with Margaret Jones on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: Planning vs Action, the Importance of Product Marketing in Content & SEO, the 3 Keys to B2B Marketing, and Taste

david@beomniscient.com (alex birkett, allie decker, david khim) — Wed, 3 May 2023 12:00:00 +0000

A marketing strategy is a plan for how you'll market your product. It includes the target audience, goals, and tactics you'll use to reach those goals. Marketing strategy is important because it helps you think about the place of your product or service in the market. Marketing strategy helps you consider how to position your brand and how customers will perceive it. It also helps you think about your ideal customer and how to reach them.

In this amazing episode, the three co-founders of Be Omniscient, Allie Decker, David Khim, and Alex Birkett, share some powerful insights on how important marketing strategies are important, especially when they are done with the right strategy and in the right way. These three expert marketing strategists also shed more light on their thoughts on why the right content marketing will lead to the success of your company. Listen carefully as this episode will expound more on the right content marketing strategies and how to implement them in your company.

Topics

The Importance of Having a Plan
The Content Strategy Document
The Work of a Product Marketer
Getting Close to Customers With Case Studies
The Foundation of Your Company in Marketing
The Value of High-Volume Search Keywords
Marketing Is All About Timing and Trusting Your Audience
Cargo Cult Phenomenon of Copy
The Hard Stuff Is Not Crowded
Using Your Strength To Find the Sweet Spot in Marketing

Show Links

Visit Omniscient Digital for more amazing podcast content
Connect with Allie Decker on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Joel Klettke on the Perfect Case Study, Why Process Matters, and Mindset Shifts to Tackle Fear and Uncertainty

david@beomniscient.com (joel klettke, alex birkett) — Fri, 28 Apr 2023 12:00:00 +0000

As a business owner, you're probably juggling many things at any given moment. You're trying to keep up with the latest trends in your industry, keep your customers happy, and ensure that everyone on your team has what they need to do their job well.

But too often, these tasks are competing for your attention and are all important. You can't afford to let any one of these things fall through the cracks. But if you want to succeed, you need to remember that there's always more work to do. That means ensuring you're not just doing what needs to be done today; you're also thinking about how your business will grow tomorrow.

Case studies are focused on one specific client or customer. They explain how your company helped them reach their goals and how that has impacted their overall success as an organization or individual. If you want more clients but don't know where to start, then case studies are the perfect place for you! They show potential customers exactly what they'll get if they choose to work with your company, which makes it easier for them to decide whether or not they should hire someone like you.

In this episode, one of the co-founders of Be Omniscient, Alex Birkett, is joined by Joel Klettke, the founder @ Case Study Buddy | End-to-end case studies and video testimonials that sell for B2B, who shares deeply about his experiences in business marketing in case studies and how to put best case studies practices into your business to nature it effectively as it grows.

Topics

How Joel’s Mindset of Self-Reflection in Self-Management Has Shifted
Has Adding Constraints Forced the Idea of Being More Effective?
Ignoring Small Problems To Focus on Bigger Stuff Ahead of You
The Biggest Challenge in Making the Transition From Being Solo to a Business Owner
Maintaining the Path That Keeps the Business Fired Up
How To Get Successful Multiple Businesses
Joel’s Point of Realization in His Business
The Importance of Having a Homogeneous Process
Why Large Companies Struggle To Produce Case Studies
What Case Studies Really Entail in Business
How To Identify a Good Case Study
Importance of Looking for Value Beyond the Results
Holding On to Your Business
AI Content in Business Marketing

Show Links

Visit Omniscient Digital for more amazing podcast content
Connect with Omniscient Digital on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Joel Klettke on LinkedIn and Twitter
Connect with Joel Klettke’s website

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Experimenting with Pricing and Packaging and the Journey from Product Manager to CEO with Patrick Despres-Gallagher

david@beomniscient.com (patrick despres gallagher, david khim) — Wed, 26 Apr 2023 12:00:00 +0000

In today's rapidly evolving digital landscape, software companies are constantly innovating and delivering new products and services to meet the ever-changing demands of customers. While product development and sales are important aspects of any software company, billing and revenue management are equally critical to success. Without an effective billing system in place, software companies risk losing revenue, failing to recognize revenue accurately, and experiencing inefficiencies in their financial processes.

In this episode, Patrick Despres-Gallagher talks about the importance of having a well-established billing in the growth of a software company. He discusses the controversial topic of buying versus building a billing system.

Company founders and top management personnel all agree that building a billing system is expensive as it involves hiring senior expert engineers. It also takes a lot of time before the newly built billing system starts functioning fully without constant breakdowns and other hitches.

Listen to this episode to learn more about billing systems and how to best use price systems as a lever for growth.

Topics

From an Idea to an actual Product
Why Do SaaS Companies Need Stage?
Price as a Lever for Growth
Build Vs. Buy
Understanding the Wrong Price Levels
Transitioning into a Business Owner and a Founder
Parent’s Reaction to the Success of their Child
The Power of Perspective in Building a Business
Time and Energy Management

Show Links

Visit Stage to understand its impact on the growth of software companies
Connect with Patrick on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

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Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Natalie Marcotullio on the "Pass Me The Ball" Mindset and Strategic Tradeoffs in Startup Growth

david@beomniscient.com (natalie marcotullio, alex birkett) — Fri, 21 Apr 2023 12:00:00 +0000

There are many marketing channels and choosing the best for your company requires proper research. In this brand-new episode, we are joined by Natalie Marcotullio to discuss need for focus and prioritization in marketing efforts and the importance of understanding different marketing channels.

Natalie Shares her experience with using LinkedIn as a marketing channel. She emphasizes on the need to only share unique quality content on the social media platform in order to gain loyal followers.

The episode also discusses the effectiveness of traditional sales funnels for B2B companies with centralized buyers. It acknowledges that while some companies may still find success with traditional funnels, more and more people are becoming familiar with evaluating software on their own.

Natalie Marcotullio is a highly experienced Head of Growth at Navattic, a cutting-edge technology company that empowers go-to-market teams to instantly create interactive product demos. With years of experience in growth marketing and product management, Natalie has played a critical role in driving Navattic's rapid growth and success.

Tune into this episode to understand more about product-led growth, interactive demos, content marketing, and the importance of having a "yes" mentality in the startup world.

Topics

Thought Leadership on LinkedIn
LinkedIn as a Testing and a Distributing Channel
Is Email Marketing Truly Relevant?
The Value of Having Unique Content
Marketing on Different Social Media Platforms
Scope of Head of Growth and Operations Job
What does product-led growth mean?
Interactive Demos for Engagement
Vision for Content and SEO
Using Traditional Funnel products with centralized buyers
Buyer Behavior in the Decline of Funnel Era
Overcoming the Challenges of Using Interactive Demos
Getting to Like SEO
Career Growth Through Taking Risks

Show Links

Visit Navattic to check their interactive demo platform
Connect with Natalie Marcotullio on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

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Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Going Up Against PowerPoint and Google Slides, How to Give Powerful Presentations, and Why Product-Market Fit is Overrated with Sarah Kiefer, CMO of Pitch

david@beomniscient.com (sarah kiefer, david khim) — Wed, 19 Apr 2023 12:00:00 +0000

The purpose of a presentation is typically to convey information, ideas, or perspectives to an audience, and the better the presentation, the more effective it is likely to be in achieving its objectives. A great presentation is one that engages the audience, holds their attention, and effectively communicates the intended message.

In this new episode, we are joined by Sarah Kiefer, a marketing guru and currently serving as the Chief Marketing Officer at Pitch. Sarah discusses the essence of good presentation across various uses, including at the startup level and in well-established companies. She also discusses the factors contributing to a great presentation, including the quality of the content, the clarity and coherence of the delivery, the visual aids used to support the presentation, and how Pitch simplified all these factors for the users.

Sarah Kiefer is a sales and marketing specialist with more than 10 years of experience. She has previously served as the Global Director, Enterprise Marketing, Spotify Advertising at Spotify, and Director of Sales Development at Ooyala, among other roles and companies. She holds a First Class Honors Degree in French and German Literature and an MBA from Stanford Graduate School of Business.

This episode is for everyone who wants to improve their presentation skills and be better at persuasion. Tune in to learn and enjoy content from the guru.

Topics

Key Career-growth milestones
What Makes a Great Presentation?
Presentation Tips for Founders
Presenting your Vision and Plan in an Interview
Pricing and Packaging of a Product
Data Management Tools
Building a Sustainable Culture in a Remote Work Company
Managing and Maintaining Company Documents
Interesting Skills Marketers Should Learn
Company Branding
Balancing Between Work and Personal Life

Show Links

Visit Pitch to learn and access more amazing presentation tips and templates
Connect with Sara Kiefer on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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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)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Growing Superhuman with Love-First Word of Mouth and Marketing During a Recession

david@beomniscient.com (gaurav vohra, david khim) — Fri, 14 Apr 2023 12:00:00 +0000

In today's hyper-connected world, businesses are in constant competition to stand out and attract new customers. In order to achieve this, companies have to offer a unique and exceptional experience to their customers. This is where customer experience (CX) comes into play. A good CX can make all the difference in creating a loyal customer base and increasing sales.

Tune into this conversation to learn more about customer experience and its importance in the growth of the company.

In this new episode, our Co-founder, David Khim, is joined by Gaurav Vohra, a Growth & Analytics Leader, Startup Advisor, and Founding Team Member at Superhuman. He has previously worked at Oliver Wyman as the Lab Associate and before that, he had served the same company for more than three years in various capacities. He has also worked as a Sales Analyst at Red Gate Software Company. Apart from serving as the Head of Product Growth at Superhuman, Gaurav offers consulting services to other companies on a contractual basis.

Throughout this episode, Gaurav discusses several topics, including the importance of onboarding customers, gaining essential skills, and using less budget in company marketing. He stresses on the relevance of physically onboarding customers as through this way, customers are able to connect with the company at a human level and also learn the easiest ways of using the product.

Gaurav further emphasizes the importance of creating an amazing customer experience as the core of any growth strategy and draws inspiration from companies like Zappos and Amazon. He also talks about the benefits of working with a sibling and the importance of building long-lasting relationships in the workplace.

Topics

Transitioning from Management Consulting to Tech
Competition in the Email Space
Gaining Impactful Overlapping Skills
Onboarding the Right Customers
Importance of Customer Onboarding Process
How to Launch a Company
Changing Landscape of Tech Industry Hype and Marketing
Doing More with Less in Marketing
Co-founding with a Sibling

Show Links

Visit Superhuman to experience improved email interaction
Connect with Gaurav Vohra on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building ABM Orchestrations and Marketing Teams from Scratch with Brandon Redlinger

david@beomniscient.com (brandon redlinger, david khim) — Wed, 12 Apr 2023 12:00:00 +0000

In today’s fast-paced digital age, many businesses and constantly looking for innovative ways to reach their target audience with the aim of growing their revenue and the business at large. Among the common department with the mandate of increasing the company’s sales are the ABM (Account-Based Marketing) and Demand Gen. But do many businesses understand the actual difference and relevance of the two departments?

Brandon is a skilled product marketer and exceptional leader with a deep understanding of driving growth and building a brand. He currently serves as the VP of Marketing at Crosschq and previously worked as the Senior Director of Product Marketing at revenue.io and also as the Head of Demand Gen at Demandbase.

In today’s new episode, we are joined by Brandon Redlinger to discuss in depth the differences, similarities, and reliance of ABM and Demand Gen in relation to their impact on the company. The episode further explores emerging marketing techniques such as the use of LinkedIn and Podcast channels.

This episode will not only teach you the right way of creating marketing campaigns, but it will also enlighten you on how to identify the best candidate when hiring. Tune in to enjoy the episode.

Topics

The Superiority of Sales and Marketing Skills
Working in the ABM Roles
Difference between ABM and Demand gen
Running a Successful ABM Campaign
Beyond the Sales and Marketing Stage
The Winning Strategy in ABM Campaigns
Evaluating the Various ABM Tools
Building a New from Scratch
How to Identify the Right Person to Hire
The Real Value of LinkedIn
Is Podcast the New Blog?

Show Links

Connect with Brandon Redlinger on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Learnings from Publishing 100 Podcast Episodes and How We Landed in the Top 10% of Spotify Podcasts

david@beomniscient.com (karissa barcelo, david khim, allie decker, alex birkett) — Fri, 7 Apr 2023 12:00:00 +0000

Podcasting has become an increasingly popular medium for people and companies to share their thoughts, ideas, and stories with a global audience. With the rise of platforms like Spotify, Apple Podcasts, and Google Podcasts, it has become easier than ever to create and distribute your own podcast. However, producing a podcast that is engaging, informative, and professionally crafted requires more than just recording your voice and hitting the upload button.

In this brand new episode, we are joined by our Growth Content Marketer, Karissa Barcelo, to discuss in length and depth, the process of podcast production. Throughout the episode, Karissa shares invaluable lessons on how to identify a suitable guest, prepare for the podcast interview, and the process of publishing the episode.

Whether you're a seasoned podcaster or just starting out, this guide will provide you with the tools and tips you need to produce high-quality podcasts that keep your audience coming back for more.

Topics

Achieving Results on Spotify
Production Experience in Podcasting
Unique Podcasting Styles of the Three Omniscient Digital Co-founders
Conducting a Podcast Interview Research
Pre-podcast-interview Preparation
The Most Difficult Part of Podcast Production
New and Creative Podcast Production Ideas
Embracing different formats of podcasts
Building Skills through Podcasting
Tips for Starting a Podcast

Show Links

Connect with Karissa Barcelo on LinkedIn, Instagram, and Facebook
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

What 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 automation, 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

AI as a Writing Partner, Not Human Replacement with Krista Doyle of Jasper

david@beomniscient.com (krista doyle, allie decker) — Wed, 5 Apr 2023 12:00:00 +0000

AI is no longer as futuristic as it used to be, it is now real and the major buzzword in the marketing industry. AI is constantly used to generate content of many forms, including social media posts, emails, articles, and artistic images. It is therefore no doubt that AI content generators cannot be ignored anymore.

In this episode, Allie Decker is joined by Krista Doyle of Jasper to discuss the usage and implications of AI content generators. As a constant user of Jasper AI tool, Krista shares her experience and how best to utilize the new technology. She further discusses the google ranking implications of publishing AI content, and how to avoid such consequences.

Krista Doyle is a talented writer and content creator, known for her dynamic and engaging work across various mediums. She is currently a content strategist at Jasper.ai, a leading provider of AI-powered customer service solutions.

With years of experience in the content creation industry, Krista has established herself as a leader in her field. She has previously served as the Marketing Manager, Content & Web Strategy at Twitter. She has also served in other companies including Nearby (Acquired by Twitter), Outdoorsy, Aceable, and IKO Brands among others.

Besides the enthusiastic talk on AI, Allie, and Krista discuss life outside work and how side projects help increase one’s daily productivity.

Topics

Scaling from Individual to Enterprise Use
Maximizing The Full Potential of Jasper AI Content Generator
Using AI to Edit Content
What Are Some of the Biggest Arguments Against AI?
Should Companies Publish First Drafts of AI Generated Content?
Building Day-To-Day Confidence Using Side Projects
Demystifying AI Myths
Simple Content Is the Best

Show Links

Visit Jasper.ai
Connect with Krista Doyle on LinkedIn, and Twitter
Connect with Allie Decke on LinkedIn, and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building and Scaling OpenPhone from Scratch and Leveling Up as a Leader with Daryna Kulya

david@beomniscient.com (daryna kulya, david khim) — Fri, 31 Mar 2023 12:00:00 +0000

Building a company from scratch can be a stressful task as it entails various complex processes including coming up with the actual product, seeking funding, and marketing the product. This new episode seeks to inform the audience on how to grow a company, market it well through the appropriate channels, and maintaining the motivation to work on the company.

Our today’s guest is Daryna Kulya, an expert in product management and creation of products from scratch to full-fledged capacity. She shares her experience on how she started a company in a complex industry, managed to secure funding, and build proper marketing avenues for it. Tune into this episode to learn more about Daryna’s experience.

Topics

Value of getting out of the Comfort Zone
Role of consultancy experience in shaping a career
Building a VOIP Product
Differentiating from Competitors
Leveraging the strength of the community on social media
Relationships with Social Media Community Owners
Choosing between offering services on a Freemium or Free Trial Basis
Consumer Vs. Business
Challenges of Building a Business
Role Delegation
Maintaining mental health through proper work-life balance
Building a company with your spouse
Prioritizing Tasks in a Start-Up

Show Links

Visit OpenPhone to learn more about them
Connect with Daryna Kulya on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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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)

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Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Contrarian Content Leadership Advice, Process is Overrated (?), and How to Grow Your Content Career with Benyamin Elias (Podia)

david@beomniscient.com (benyamin elias, alex birkett) — Wed, 29 Mar 2023 12:00:00 +0000

Proper leadership skills are pivotal in the growth of the company and the accomplishment of any set goals. While there are many leadership styles often highlighted on numerous web pages, few are backed by factual information and real-time data.

This episode seeks to understand the underlying unconventional, yet proven leadership thoughts that can spearhead the growth of a company. Our guest today is Benyamin Elias, an experienced marketing professional with a passion for helping businesses grow and succeed. Currently serving as the Vice President of Marketing at Podia, a leading online platform for creators, Benyamin is responsible for overseeing the company's marketing strategy and execution.

Benyamin's expertise spans a range of marketing disciplines, including branding, content marketing, social media, email marketing, and digital advertising. He has a proven track record of success in developing and executing marketing campaigns that deliver results.

Throughout the episode, Benyamin shares invaluable leadership and marketing lessons that he has learned on his career journey. Some of the notable topics he discusses include choosing between processes and systems, how to do away with inappropriate systems, and implementing the proper psychology in management.

Topics

Best Marketing Book for Everyone
Content Marketing Challenges
Involving the team in Accomplishing a specific project
The efficiency of a team Versus that of an Individual
The Psychology of Management
Are processes always necessary?
Process Vs System
Setting the minimum viable process
Should quality supersede the meaning of the content?
Unlocking the unnecessary processes in the Company
Overrated and Underrated Marketing Career Growth Perspectives

Show Links

Visit Podia
Connect with Benyamin Elias on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Big Bets in B2B Marketing, Leveling Up the Content Profession, and Building a Marketing Team During the Pandemic with Joei Chan

david@beomniscient.com (joei chan, david khim) — Fri, 24 Mar 2023 12:00:00 +0000

Throughout the history of modern civilization, marketing has consistently proven to be a critical pillar in the growth of any successful business. The emergence of digital marketing, in particular, has led to a proliferation of new marketing ideas and strategies.

This episode focuses on the need for a diversified, strong marketing portfolio to improve brand awareness and increase company leads. Our distinguished guest for today is Joei Chan, the Director of Brand and Marketing at 360Learning. She will share her journey in the content creation and marketing field, as well as the invaluable lessons she has acquired along the way.

Joei Chan is a highly accomplished marketing professional with a wealth of experience in developing and executing successful branding and content strategies. As the Director of Brand and Content at 360Learning, Joei is responsible for leading the company's marketing efforts, with a focus on driving growth and increasing brand awareness.

Joei Chan further discusses the importance of understanding the scope of work before making hiring. As she says, you need to understand the result you want so that the new hire can assist in answering the “how” question.

Topics

Trying new ideas
Setting Milestones for Company Growth
Inter-departmental dependency
Creating a Marketing Portfolio
Doing the hard things
Building an effective team
Marketing in the age of AI

Show Links

Check out 360Learning
Connect with Joei Chan on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

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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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

From Content Manager to CEO, The Future of AI and Content, and How Content Marketers Need to Evolve with Devin Bramhall

david@beomniscient.com (devin bramhall, david khim) — Wed, 22 Mar 2023 12:00:00 +0000

Content marketers rarely make it to the CEO position of a company. Devin Bramhall is one of the few content marketers who beat all odds to cling to the coveted C-suit top position

Devin is a marketing advisor with over 15 years of B2B marketing and leadership experience at startups and agencies. She is the former CEO of Animalz, the leading content marketing agency for B2B SaaS companies, where she 3x'd revenue in two years. She has also served as an Executive Director of Boston Content where she assisted in the building of a vibrant community of content marketers in Boston.

In this episode, Devin shares her thoughts on matters of leadership in relation to content marketing. With her rich leadership experience, Devin selflessly discusses the biggest mistakes she made as a leader, and the lessons she learned from the mistakes.

If you are looking for nuggets on how to grow your career as a content marketer, then this episode is for you. Tune in and enjoy

Topics

Life-Changing Career Milestones
Does the Job Title Matter?
Impact of Vision on Company Growth
The Counter-productivity of Empathy
DEI in Agencies
The Future of Content Marketing in the Age of Generative AI
Marketing Strategy for B2B Companies
Power of Self-Motivation

Show Links

Connect with Devin Bramhall on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Future of B2B Demand Gen, Generative AI's Impact on Content, and Leveling Up Content Marketing

david@beomniscient.com (david khim, alex birkett, allie decker) — Fri, 17 Mar 2023 12:00:00 +0000

Although content creation and content marketing may be defined differently, they both have the same ultimate goal- to drive traffic and conversion. In this episode, the three co-founders of Omniscient Digital, Allie Decker, David Khim, and Alex Birkett, come together to discuss the ideal ways of content creation and marketing.

As experts in content creation and marketing, the trio share invaluable information and thoughts on the use of internal company influences as opposed to the conventional hiring of external ones. Allie, David, and Alex also weigh into the controversial debate on the impact of content marketers in companies.

This discussion offers insightful information that will propel personal and company growth in content creation. Grab your drink as you enjoy the episode.

Topics

The Creation of Internal Content Marketers
Individuals Vs the Company
Using AI Tools for Content Creation
Can AI Beat Human Writers?
The Vanity Content Measuring Metrics
The Long Term Goal of SEO Content
Dealing with Burnout
Building in public Marketing Technique

Show Links

Visit Omniscient Digital for more amazing podcast content
Connect with Allie Decker on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Why the Best Marketers are B2B Marketers, Getting Creative with B2B Marketing, and the Changing Game of Ecommerce with Kris Mobayeni

david@beomniscient.com (david khim, kris mobayeni) — Wed, 15 Mar 2023 12:00:00 +0000

In today's fast-paced business world, companies must constantly adapt to stay relevant and competitive. One way they do this is through rebranding. Rebranding is the process of changing a company's image, name, logo, or other branding elements to create a new identity and communicate a new message to customers. It's a strategic decision that companies make when they feel their current brand is no longer resonating with their target audience, or they want to reach a new market.

Marketers are often involved in the branding and rebranding processes of the company. Should marketers always rely on data when making rebranding and branding decisions? Tune into this episode to get insights on how to rebrand well and the ideal way of using data in marketing.

Our guest today is Kris Mobayeni, a marketing guru who currently serves as the VP of Marketing at Simon Data. He has previously worked in different marketing capacities at Wunderkind, and before that, Kris was at Reebok where he Supported social media strategy and execution across all major channels, including Facebook, Twitter, YouTube, Spotify, and Google+. With his vast experience in marketing and having led branding processes before, Kris is the best at what he is at.

Tune into this episode to get insights on how to rebrand well and the ideal way of using data in marketing.

Topics

Creativity in B2B Marketing
The Use of Data in Marketing
Company Rebranding
Running Brand Campaigns
Is B2C e-commerce a sustainable business model?

Show Links

Check out Simon Data here
Connect with Kris Mobayeni on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Bobby Pinero (Equals) on Founder-Led Content, Early Traction, and Faith Over Fear

david@beomniscient.com (bobby pinero, alex birkett) — Fri, 10 Mar 2023 13:00:00 +0000

Starting a company is an exciting journey, but scaling it up can be a daunting task. As a startup grows, the need for talented individuals becomes increasingly vital as not all tasks can be performed by the founders. The right team can make all the difference between success and failure.

Bobby's currently the CEO of Equals, a next-generation spreadsheet with live data connections, versioning, and collaboration, built for analysts. He's spent the last decade working as an analyst. Most recently he ran finance, analytics, biz ops, and other teams at Intercom - from less than $1M in ARR to $200M ARR.

In this episode, Bobby discusses the essential principles to use when hiring a candidate for the company. He also stresses the need of hiring the right person, especially in startups where there is a need to maintain a small team. By the end of this podcast, you'll have a better understanding of how to hire for success and scale your startup with confidence.

Topics

Why do analysts seem to devalue the spreadsheet?
The Alternatives of Typical Spreadsheets
Building the Right Product for the Market
Product Marketing
Finding the Right Content Distribution Platform
Scaling Content to the Masses
Should you hire a salesperson?
Utilization of a Product Salesperson
How to hire a salesperson
General Hiring Principles
The Power of a Small Team

Show Links

Check out Equals here
Connect with Bobby Pinero on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Ultimate Imposter Syndrome Episode

Wed, 8 Mar 2023 13:00:00 +0000

People at all career levels can easily fall prey to imposter syndrome. Imposter syndrome can basically be defined as the psychological feeling of being inadequate for the role or task is given.

In this episode, David Khim, Alex Birkett, and Allie Decker are joined by Ryan McCready to discuss the causes, frequency, and effects of Imposter syndrome. Throughout the episode, they each give their thoughts, based on their personal experience, on how they have encountered and managed imposter syndrome before.

If you ever feel insecure about their abilities, or you are constantly second-guessing your decisions, then this episode is for you. Tune in to learn more about the topic and know how to deal with it.

Topics

Gaining Skills Amidst Imposter Syndrome
Identifying Imposter Syndrome
Fake it till you make it mentality
Fear of Being Wrong
Understand your Role
Does Growth Require a little bit of Imposter Syndrome?
Difference between being certain and being ready
The Impact of Taking Action when you are Uncertain
Identifying Imposter Syndrome in a Team Member
Effect of Delayed Feedback and Results in Marketing

Show Links

Connect with Ryan McCready on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Allie Decker on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Vitor Peçanha (Rock Content): Killing the Term "Content Marketing" and the Emergence of Creativity and Strategy

david@beomniscient.com (vitor peçanha, alex birkett) — Fri, 3 Mar 2023 13:00:00 +0000

Adapt or perish is a famous quote known to many. But how is it applicable to the marketing and growth of a company?

In a constantly changing world, companies that are able to adapt to new trends and technologies stand the highest chance of thriving compared to those which fail to adapt. This episode features, Vitor Pecanha, a renowned marketing leader, to discuss the ongoing technological changes in the world and how content companies can best strategize and benefit from the changes.

Vitor discusses how he copied ideas from the US, redesigned them to suit the Brazilian market, and started a leading marketing firm in the Southern American region. He also dives into the hot topic of AI and shares his thoughts on how companies can make the best use of the current developing and trending technology.

Vitor Peçanha is a renowned marketing leader in Brazil, known for his innovative strategies and entrepreneurial spirit. He is the co-founder and former CMO of Rock Content, a leading content marketing company in Brazil.

Vitor is also a sought-after speaker and thought leader, sharing his insights on marketing and entrepreneurship at conferences and events around the world. He is passionate about using technology and creativity to solve complex business problems and drive innovation in the marketing industry.

Topics

Weaving Ideas into a Company
Adopting Ideas in a New Market
Selecting the right Writers for the Company
Mistakes when Communicating with Writers
The Influence of AI Content Writing Tools
Data Privacy in digital marketing
Why Should We Kill the Term Content Marketing?

Show Links

Check Out Rock Content
Connect with Vitor Pecanha on LinkedIn, Instagram, and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Thriving Freelance Writing Career: Insights and Strategies from Kayla Voigt

david@beomniscient.com (kayla voigt, allie decker) — Wed, 1 Mar 2023 13:00:00 +0000

Marketing your skills as a freelance writer can be difficult especially when you are starting out. It takes a combination of good marketing, deliverance of exemplary work, and proper work management for one to excel as a freelance writer.

Kayla Voigt is a freelance writer with a passion for storytelling. She has a strong grasp of language and a talent for weaving together words in a way that brings her stories to life. She is the founder and CEO of KL Voigt Writing Co. and has previously worked as a News Reporter at The Independent Bolton. She also previously worked as the Content Marketing Manager, Restaurants, at TripAdvisor and also as the Marketing Coordinator at Litmus.

In this episode, Kayla excitingly shares her freelancing journey and the strategies she employs to win clients and manage her workload. She also shares the differences between corporation and publication work, and how she uses her experience in the conventional 9 to 5 jobs to enhance her productivity as a freelance writer.

Show Topics

Growing your Marketing Skills
Leverage the Social Media Platforms
Focus on one Skill to increase Efficiency
Difference between Corporation and publication work
Estimating Monthly Workload
Work-Life Balance
Dealing with a difficult client
The art of proofreading
Brainstorm before you write
Content Strategy
Project Management as a Freelance
The Story versus the metrics

Show Links

Visit Kayla Voigt’s Website for interesting articles mentioned in the show
Connect with Kayla Voigt on LinkedIn, Twitter,
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Evolution of Digital Events, Finding a Competitive Edge, and Running a Marketing Team Like a Media Company with Palash Soni

david@beomniscient.com (palash soni, david ly khim) — Fri, 24 Feb 2023 13:00:00 +0000

Events are becoming an increasingly essential part of any successful digital marketing strategy.

Palash Soni is one of the co-founders and the CEO of Goldcast.

He is trained as an engineer but moved on to business and product leadership roles at a Mobile AdTech company. He began pursuing an MBA at Harvard, but after meeting his co-founders and developing the idea for Goldcast, he took a leave of absence to pursue his vision of helping B2B marketers run engaging digital events. Palash loves to read, especially science, biology, and history books.

In this conversation, we cover the market tech, evolutions in the event market ecosystem, and how you can build a high-performing product, culture, and team that will give you wins in the market.

Show Topics

Evolution and changes in the market tech
How to build a successful software business
Shifting markets and the criteria Palash used
Building a successful product for a market in another country
Palash’s catalyst to starting Goldcast while in school
Incorporating a company as an immigrant in the US
Formative experience: Learning how to win during adversity
How to differentiate from your competitors
How to run B2B companies like media companies
Evolutions in the event marketing ecosystem
What goes into running a great digital event that drives value
Building a high-performance team as you scale and grow

Show Links

Check out goldcast here
Connect with Palash Soni on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

What Marketers Need to Know About GA4 and Content Analytics with JJ Reynolds

david@beomniscient.com (jj reynolds, alex birkett) — Wed, 22 Feb 2023 13:00:00 +0000

Use data to drive informed decisions, avoid common mistakes, and stay up-to-date on the latest marketing strategies. Improve your marketing efforts with actionable tips and insights on data-driven decision-making and a new dawn with GA4 almost hitting our systems.

JJ Reynolds is the founder and head of marketing and analytics at MediaAuthentic. JJ has extensive experience using data to drive informed decision-making and is here to share his insights on utilizing data in marketing.

In this episode, we talk about why content marketers need to have analytics, the common mistakes they make regarding analytics, and an overview of the new Google Analytics system GA4.

So, sit back, relax, and get ready to take some notes as we dive into the world of data-driven marketing with JJ Reynolds.

Show Topics

Why content marketers need analytics
What bounce rate is and how it is calculated
How to get started with data-driven decision making
The site efficiency
Common mistakes made by marketers regarding analytics
Challenges associated with having a big team
The art of asking great business questions to inform measurement strategies
Introduction to GA4
Best advice on how to prepare for a new product launch

Show Links

Check out Mediauthentic here
Check out the BetterThanData system here
Connect with JJ Reynolds on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Build a B2B Software Company with Community and Use AI Tools to Be More Productive with Austin Distel

david@beomniscient.com (Omniscient Digital) — Fri, 17 Feb 2023 13:00:00 +0000

Building and scaling a successful company takes more than just focusing on sales and revenue. In this episode, Austin Distel unpacks the most vital strategies he uses to ensure his company keeps growing and scaling.

Austin Distel is the Senior Marketing Director at Jasper, a company that helps creators produce new content using artificial intelligence. The company has a formidable track record of growth, from 20 employees in 2020 to 125 in 2022. Austin has previously founded and served in various companies, including Proof, Scale.io, and Scale or Die. Jasper has helped more than 50,000 companies create mind-blowing content in the form of blog posts, LinkedIn posts, and photo captions, including many others.

In this episode, Austin shares how he has used online communities to catapult the growth of Jasper. He explains in depth the strategy of offering value to community members so that they not only become clients but also attract other potential customers. His marketing and growth techniques are must-know for the success of any company.

Topics

Company growth
Creating a community for the company
Retain relevance in your community
New Technology: Its importance in the fast-changing world
Rebranding as per the market needs
How to build a SaaS subscription
Quality should be the top priority

Show Links

Check out Jasper
Connect with Austin Distel through his personal website, LinkedIn, Twitter, Instagram, and TikTok
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Running Product-Led Growth and Go-To-Market Motions During a Recession and Unlocking Career Growth with Holly Chen

david@beomniscient.com (holly chen, david khimt) — Wed, 15 Feb 2023 13:00:00 +0000

In today's fast-paced business environment, growth and success are essential for long-term survival. But what does it take to achieve business growth, and how can individuals and organizations stay ahead of the curve?

In this episode, we are joined by Holly Chen, an experienced and enthusiastic business leader, to discuss individual and business growth in the ever-changing business environment.

Holly Chen is an experienced business professional with a diverse range of skills and expertise. Holly serves as the Vice President of Marketing at Mosaic.tech, a Strategic Finance Platform that provides real-time financial analytics and planning to get teams from data to decision faster. She is also the Founder, CMO, and Growth Advisor at ExponentialX, and also the Founder, CEO, and Executive coach at Ceiling Breakers. She has also previously served in other companies including Loom, Google, Gucci, and Various, among others.

Besides product development, customer engagement, and strategic planning, Holly is a passionate advocate for diversity and inclusion and has been actively involved in initiatives aimed at promoting greater representation and equity in the workplace. She has volunteered with several organizations focused on empowering underprivileged individuals and communities and has also spoken on panels and webinars on topics related to diversity, equity, and inclusion.

In this episode, Holly shares her incredible testimony of how she has helped multiple companies expand their size and revenue. Curiosity and an unending desire to acquire new knowledge have been her underlying mantra in her personal career growth. She also shares the importance of proper framework in the growth of any company- a focus on the quality of the product is the easiest way to justify an increase in prices.

Topics

Managing a proper work-life balance and work-life integration
Setting Milestones and Goals for personal and business growth
Experimenting with New Products and Roles
Focusing on the execution system and the product
Product and Growth Frameworks
Transitioning from enterprise sales motion to a purely pure G product
Allocating your Marketing Budget
The truth about POS platforms
Executive coaching and its importance

Show Links

Check out Ceiling Breakers and ExponentialX
Follow Holly Chen on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen SIde: Demsytifying "Media Marketing" (w/ Guest Ronnie Higgins)

david@beomniscient.com (ronnie higgins, alex birkett) — Fri, 10 Feb 2023 13:00:00 +0000

When you think your company is media marketing oriented, you might be focusing on content marketing alone.

As you would learn in this episode, Ronnie Higgins, formal Director of Content for Hopin and a formal podcast guest, tells us that while content marketing is a subset of media marketing, there is a thing line between them and intently pushing just SEO materials or not, bridges the gap.

Show topics:

What are the defining characteristics of a media company?
The misunderstanding behind effective media marketing.
How does a company think and act like a media company?
How to compete with other media companies.

Show Links

Connect with Ronnie on Twitter and Linkedin
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Market to Developers with a Product-Led Growth and Enterprise Go-to-Market Playbook

david@beomniscient.com (david khimt, francesca krihely) — Wed, 8 Feb 2023 13:00:00 +0000

It feels like every SaaS company is scrambling to figure out their developer marketing strategy. But is it actually any different than all your other marketing strategies? Francesca Krihely has spent over a decade at MongoDB and Synk solving for this persona. In this episode, we rumble through what you need to do — and what to avoid — to build relationships with developers.

Topics

The DevSecOps community
How to market well to developers
What to do when you're starting a project
Understanding the developer persona
Importance of design thinking
Building a Career
Be a "learn-it-all", not a know-it-all

Show Links

Check out Snyk
Follow Francesca Krihely on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How Marketers Waste Time and Resources, and the Audacity of Big Goals with Jakub Rudnik

david@beomniscient.com (jakub rudnik, alex birkett) — Fri, 3 Feb 2023 13:00:00 +0000

When you’re on the hamster wheel of content creation, it can feel hard to get off. When you zoom out, though, it turns out there are more-strategic ways to look at what you’re making and why. Jakub Rudnik’s created content for renowned organizations like G2, Chicago Tribune, and now Scribe. Buckle up for this conversation where he shares his tips for being more intentional.

Topics

Defeat imposter syndrome through success
Enable your teams to deliver better content
We follow people for their brains
Should you worry about appearing salesy?
Company culture can complicate content
Content strategy is an internal battle
Experimentation is a win-win muscle

Show Links

Check out Scribe
Follow Jakub Rudnik on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Jay Acunzo on Creativity, Storytelling, and Why You Need Courage to Break Out of Mediocrity

david@beomniscient.com (jay acunzo, alex birkett) — Wed, 1 Feb 2023 13:00:00 +0000

Storytelling has existed since the beginning of civilization. But how do you learn to do it better? According to Jay Acunzo of Unthinkable Media, all it takes is conviction and commitment. In this conversation, he tells stories about how to tell better stories — meta, we know.

Topics

What to learn from Anthony Bourdain
Have a vision for your content
The difference between “good” and “effective”
A story’s purpose
Here’s the thing about…
Role of communicator
The goal of a storyteller
Integrate mindfulness
Working more bravely

Show Links

Check out Unthinkable Media
Follow Jay Acunzo on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Unspoken Rules of Running a Business with Female Founders Samantha Anderl and Andrea Wildt (Harlow)

david@beomniscient.com (samantha anderl, andrea wildt, allie decker) — Wed, 25 Jan 2023 13:00:00 +0000

Andrea Wildt and Samantha Anderl, ex-marketing professionals and freelancers, are now the co-founders of Harlow– an all-inclusive tool to assist solopreneurs in streamlining their business. Harlow offers organized solutions for aiding freelancers, such as automated invoicing, proposal templates, and many other features from a centralized hub. We sincerely value the freelance population and creating the resources needed for them to have successful businesses.

As the economic outlook continues to be murky, many professionals are exploring solopreneurship. Andrea Wildt and Samantha Anderl started Harlow to support them on their mission. This conversation details lessons that anyone can take with them to fast-track their journey.

Summary: In this conversation, Andrea Wildt and Samantha Anderl discuss lessons that anyone can take with them to become an effective solopreneur.

Topics

How to market yourself as a freelancer
Sell outcomes, not outputs
Pricing strategy
Be reflective and intentional
Do marketers need to market themselves?
Personal branding is not necessary, but useful
Get the right balance of decisions
Think before you answer

Show Links

Check out Harlow
Follow Samantha Anderl on LinkedIn or Twitter
Follow Andrea Wildt on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Affiliate-Driven Content Sites and Link Building with Sandeep Mallya (99Signals)

david@beomniscient.com (sandeep mallya, alex birkett) — Wed, 18 Jan 2023 13:00:00 +0000

Is it possible to do affiliate marketing without losing your soul? According to 99signals founder Sandeep Mallya, it is. And while there’s no shortcut to success, there are key principles to embody along the way. Enjoy our conversation with him.

Topics

Be authentic
Being critical to your affiliates
How to become an affiliate marketing expert
The importance of being organic in your writing
Don’t be afraid of competitors
The secret to great SEO content
Revisit and update your content
AI content creating tools
The important of finding your voice
Get feedback

Show Links

Check out 99signals

Follow Sandeep Mallya on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Event-Led Growth and Customer Education with Mark Kilens (Airmeet)

david@beomniscient.com (mark kilens, alex birkett) — Wed, 11 Jan 2023 13:00:00 +0000

Technological advances are coming so rapidly that the phrase “what got you here won’t get you there” rings true for almost every industry and business model.

When the only thing constant is change, it becomes increasingly important for teams to not just keep their house in order, but also continuously scan the horizon for the next great threat, resource, or opportunity. Sustainable success will require a deep understanding of both immediate and long-term customer needs, so that you can recruit the team and resources needed to address them.

In today’s episode of The Long Game, you’ll hear what Mark Kilens, the Chief Marketing Officer at a virtual event management software called Airmeet, thinks SaaS companies should be doing to be proactive about growth — and how his team is setting themselves up for success.

Show Topics

Making education an integral part of the customer experience
The ever-evolving role of the CMO
Building a team and culture that serves your business goals
Why event-led growth is an effective option for marketers

Show Links

Check out Airmeet’s website
Learn about Airmeet’s Event Experience Cloud software
Catch up with Mark Kilens on Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Our Attempt at Ghostwriting Thought Leadership Content

david@beomniscient.com (allie decker, alex birkett, david ly khim) — Wed, 4 Jan 2023 13:00:00 +0000

You don’t have to look far to hear that “thought leadership” matters in 2023. But what does it take to do it well and in an authentic way? In this conversation, we chat about the best — and worst — ways to approach building that authority.

Topics

Finding the balance between editorial content and optimization
Writing for yourself is not the same as writing for others
Unlearning writing only for SEO
Optimize and opinionate content
Different way to look at bad content
Chicken and egg problem
What really is the goal of content?
Good SEO strategies take time to mature
Why physical content is still important

Show Links

Connect with Alex on Twitter or LinkedIn
Connect with Allie on Twitter or LinkedIn
Connect with David on Twitter or LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter
Listen to more episodes of The Long Game podcast

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Office Hours: Building SEO Growth Loops with Kevin Indig

david@beomniscient.com (: alex birkett, kevin indig) — Wed, 28 Dec 2022 13:00:00 +0000

Before you know it there’s another SEO “growth hack” going around. But, like all trends, they come and go. Few strategies survive the test of time. And few people know them like Kevin Indig (ex-Shopify). In this Office Hours workshop, Kevin peels back timeless principles for how your growing company can approach SEO.

Topics

Scaling SEO
Integrators vs. Aggregators
Growing your marketplace
Aggregator and integrator approach to SEO
SEO Growth loop
Compounding effects of self-reinforcing growth loop
Self-reinforcing growth loop
How to compete in SEO

Show Links

Connect with Kevin Indig on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Upcoming Trends in Marketing According to Futurist Mark Schaefer

david@beomniscient.com (sam richard, david ly khim) — Wed, 21 Dec 2022 13:00:00 +0000

Marketing: the more it changes, the more it stays the same. For every new buzzword that blows up on Twitter, there are as many timeless principles about how to succeed.

Mark Schaefer is a globally-recognized author, keynote speaker, futurist, and business consultant who blogs at Businesses Grow — one of the top five marketing blogs of the world. He has spent his entire career learning to separate the signal from the noise in business.

In this conversation, we cover whether trends matter, why dirty businesses lose, and how to win in a post-SEO world.

Show Topics

Marketing in the new world
Trends come and go
Invest in content
How to win in a post-SEO world
Three criteria Peter Drucker used
Flow: the secret to writing
Should you pick a niche for your personal brand?

Show Links

Check out Schaefer Marketing Solutions here
Connect with Mark Schaefer on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Should You Create a Glossary as Part of Your SEO Strategy?

david@beomniscient.com (allie decker, david ly khim) — Wed, 14 Dec 2022 13:00:00 +0000

As marketers, it’s natural to want a shortcut to more traffic. And while glossaries offer that alluring promise, stay away from that siren’s song. There’s little upside in the long-run for your customers or your team.

In this episode of our Kitchen Side series, we rumble through pitfalls to avoid with glossaries and other tactics to try instead.

Topics

What is a glossary?
Why do you need a glossary?
Should you make blog posts or glossaries?
Make most of your glossary
Are glossaries worth it?
How to avoid cannibalizing content

Show Links

Connect with Allie on Twitter or LinkedIn
Connect with David on Twitter or LinkedIn
Check out Omniscient Digital

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Product Led-Growth Benchmarks with Sam Richard (ngrok)

david@beomniscient.com (sam richard, david ly khim) — Wed, 7 Dec 2022 13:00:00 +0000

Product-led growth — so hot right now. Sam Richard has helped SaaS companies adopt these strategies during her time at OpenView. Today she is Head of Growth at ngrok, the programmable network edge that adds connectivity, security, and observability to your apps with no code changes.

In this conversation, she unpacks how companies of all shapes and sizes can find better ways to grow.

Topics

Find inspiration everywhere
What defines product-led?
Lean into strengths
Stay focused
Find your indicator
PLG exists on a spectrum
Invest in both product and messaging
Subscriptions: a tried-and-true revenue model
How to find your startup idea
When “doing” matters more than “learning”

Show Links

Check out ngrok
Connect with Sam Richard on LinkedIn

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Recent Trends and Building an Audience with Amanda Natividad (SparkToro)

david@beomniscient.com (amanda natividad, allie decker) — Wed, 30 Nov 2022 13:00:00 +0000

When creating a personal brand, people often spend too much time on “brand” and not enough time on “personal”. Amanda Natividad, VP of Marketing at SparkToro, has found a way to tell your story in an authentic — and compelling — way.

In this episode, she dives into how to build a personal brand without losing your soul, why knowing your “why” is the key to building an audience, recent trends, and much more.

Topics

Test out content ideas at events
Refine ideas through feedback
Quiet quitting can be good
How to build an audience
Personal content strategy
Try telling your story
Act like you belong

Show Links

Check out SparkToro's Audience Research Newsletter! https://sparktoro.com/audience-research-newsletter
Follow Amanda Natividad on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Write for Humans, But Optimize for SEO with Maddy Osman (The Blogsmith)

david@beomniscient.com (maddy osman, allie decker) — Wed, 23 Nov 2022 13:00:00 +0000

In business, there’s no way to know everything ahead of time. And while you can’t predict the future, you can influence it by learning the right lessons in the present. Maddy Osman, Founder of The Blogsmith, and author of “Writing for Humans and Robots”, has applied this growth mindset in her own work. Listen to the conversation to hear why it’s good to plan to fail, and how 1 + 1 = 3.

Show Topics

How to plan for problems in your process
Build a muscle of helping customers
Figure out what you're good at, then using it to your advantage
The human robot-buyer dynamic
Creative ways to show appreciation
Solve for robots and humans

Show Links

Check out The Blogsmith
Follow Maddy Osman on LinkedIn or Twitter
Grab her book: Writing for Humans and Robots: The New Rules of Content Style

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: How Our Thinking of Content Strategy Has Evolved Over Time

david@beomniscient.com (david ly khim, allie decker, alex birkett) — Wed, 16 Nov 2022 13:00:00 +0000

There’s more competition for your prospect’s attention than ever before. That means the bar is higher for each piece of content you create.

Winning content means being intentional and deliberate with your strategy. In this episode, we talk about everything from strategy to selection, and how our own thinking of content strategy has evolved over time.

Show Topics

What to expect when learning a new discipline
The importance of strategy in content marketing
How content marketing plays into the business strategy
Focus on market share (Not revenue)
What does content strategy look like?
Is content your only option?
Content consumption is changing
Strategy is a trade-off
Common mistakes in strategy
Building trust with your target audience
What mating theory teaches us about marketing
What is a good content strategy?

Show Links

Connect with Alex on Twitter or LinkedIn
Connect with Allie on Twitter or LinkedIn
Connect with David on Twitter or LinkedIn

What 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.

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.

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Fulfill Customers’ Needs with CRO with Raphael Paulin-Daigle

david@beomniscient.com (raphael paulin-daigle, alex birkett) — Wed, 9 Nov 2022 13:00:00 +0000

Want to optimize your conversion rates? First, you have to know what’s attracting your customers to your brand.

Raphael Paulin-Daigle is the founder and CEO of SplitBase, a CRO agency that works with major D to C and ecommerce brands to improve conversion rates, revenue, and customer experiences.

Raphael has walked many companies through the process of optimizing their conversion rates. The key is finding out what your customers truly need—whether they know it or not.

In this episode, Raphael explains the difference between A/B testing and CRO, why you shouldn’t always focus on conversion, and how to determine your customers’ subconscious needs.

Show Topics

Go beyond A/B testing
Discover customers’ subconscious needs
Find out what’s actually important to customers
Don’t get hung up on conversion rates
Create a better life experience
Ask about your customers
Value qualitative research
Educate others about CRO
Cater to short attention spans
Understand your customer before you write

Show Links

Check out SplitBase
Follow Raphael Paulin-Daigle on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Build A High-Performing Marketing Team with Andrew Davies

david@beomniscient.com (andrew davies, david ly khim) — Wed, 2 Nov 2022 12:00:00 +0000

It’s an interesting time to be a marketing leader. Your prospects want more value, your teams want more clarity, and your boss wants more ROI. Oh, and you need to do this without growing headcount like you used to.

Andrew Davies, CMO of Paddle, has lived this firsthand. He offers timeless advice for how to get more done with less and improve yourself at the same time.

Show Topics

Find what the market needs
Winning hearts and minds matters
How to align priorities
Marketing is a game
Building trust
Take pride in your work
Work On The Business, Not In The Business
How To Balance The Two Timeframes of Marketing
Set the tone
Helpful content wins
Self-service matters more than ever
Self-serve is the future of sales
How Product-Led and Sales-Led Growth Work Together
Learning, the ultimate meta skill

Show Links

Check out Paddle.
Follow Andrew Davies on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Fireside Chat with Tim Stoddart (Copyblogger, Stodzy)

david@beomniscient.com (tim stoddart, allie decker) — Wed, 26 Oct 2022 12:00:00 +0000

Tim Stoddart, the owner of both Tim Stodz Enterprises and Sober Nation, is a writer, an entrepreneur, and a leader.

Tim’s experience of addiction and recovery has shaped and influenced his career path in many ways. It’s what inspired him to create Sober Nation, a blog and community resource for people struggling with addiction, as well as his marketing agency Stodz Enterprises.

For Tim, his personal journey and professional career go hand in hand.

In this episode, you can find out how Tim learned to reconcile his personal and professional online personas, why he relies so heavily on documented systems, and why it’s okay to be bad at sales.

Show Topics

Control what you can, and let go of what you can’t
Get rid of labels
The power of sharing yourself
It’s courageous to publish
Protect your core values
How to be credible and authentic
Scaling yourself through documented systems
Be bad at sales. And do it anyway.
The power and limits of social media
Make it to midnight

Show Links

Check out Copyblogger Media
Check out Tim Stodz Enterprises
Check out Sober Nation
Follow Tim Stoddart on LinkedIn or Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

How to Level Up as a Growth Marketer with Joe Lee (Ontra)

david@beomniscient.com (joe lee, david ly khim) — Wed, 19 Oct 2022 12:00:00 +0000

There’s a lot of appeal to working for a flashy, up-and-coming startup. But Joe Lee, VP of Growth Marketing at Ontra, has always focused on achieving the best job titles and experiences instead of working for the “sexiest” companies.

For Joe, growth marketing provided the perfect opportunities to advance in his career and get to where he is today. Growth marketing has become the de facto title for the person on the marketing team dedicated to growth, whether it’s through users, leads, pipeline, or revenue.

In this episode, Joe talks to us about the importance of listening to leading indicators, why marketing should partner with sales in account-based marketing, and how to maintain empathy as you rise in the ranks of leadership.

Show Topics

Optimize for experience and title
Be a canary in a coal mine
Strategize with your decks
Partner with sales
Hyperfocus on a small group
Care about multi-marketing metrics
Invest in direct mail
Negotiate with your CFO
Control your narrative
Don’t lose your empathy

Show Links

Check out Ontra
Follow Joe Lee on LinkedIn and Twitter

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 SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Product-Led Growth and Sales with Thomas Schiavone (Calixa)

david@beomniscient.com (david ly khim, thomas schiavone) — Wed, 12 Oct 2022 12:00:00 +0000

Product-led growth is an up-and-coming market strategy, but what does it actually entail? A product-led growth strategy is a fusion between marketing and product, which means you need two things to ensure its success.

First, the product has to be easy to use and easy to adopt. Second, you need to create a big inbound funnel to get people to sign up, resulting in product-led sales.

Thomas Schiavone, CEO and Co-founder of Calixa, knows that focusing on product-led growth leads to product-led sales. In this episode, Thomas talked with us about empowering sales to spearhead product-led growth, the importance of manageable data, and why you should aim to build value above all else.

Show Topics

Fuse marketing and product to create product-led growth
Create the right strategy for your company
Empower sales
Set your priorities
Get more metrics
Leverage machines to parse data
Listen to customer insight
Build value first
Let other people make decisions

Show Links

Check out Calixa
Follow Thomas Schiavone on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Build the Right Data Workflow with Blake Burch (Shipyard)

david@beomniscient.com (Blake Burch, David Ly Khim) — Wed, 5 Oct 2022 12:00:00 +0000

There’s a lot of monotonous development work that goes into building solutions.

Blake Burch wants to relieve some of that burden for developers and help them waste less time on unnecessary tasks.

Blake co-founded Shipyard, a data orchestration platform, to give data engineers the tools to quickly launch, monitor, and share resilient data workflows.

He talked to us about the importance of inter-tool communication, how Shipyard is working to improve the developer experience, and why you shouldn’t focus on your infrastructure.

Show Topics

Get rid of monotonous development work
Run compatible code
Be prepared to meet your client's needs
Don’t separate out your tools
Let your tools talk to each other
Improve the developer experience
Deal with new tools
Consolidate tools
Prevent data leaks
Focus on the problem you want to solve

Show Links

Check out Shipyard
Follow Blake Burch on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Blue Ocean vs Red Ocean SEO

david@beomniscient.com (Allie Decker, David Ly Khim, Alex Birkett) — Wed, 28 Sep 2022 12:00:00 +0000

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 Topics

Find a strategic edge
Focus on lower keyword difficulty
Employ phrases customers use
Piggyback on existing categories
Evangelize your idea
Start small
Do it all
Build a moat
Find your own blue ocean
Leverage what makes your company unique

Show Links

Connect with Alex on Twitter or LinkedIn
Connect with Allie on Twitter or LinkedIn
Connect with David on Twitter or LinkedIn

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Lead in an Early-Stage Company with Eric Hann (Order)

david@beomniscient.com (eric hann, David Ly Khim) — Wed, 21 Sep 2022 10:00:00 +0000

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 Topics

Create an environment that doesn’t fear failure
Stay grounded in what’s repeatable
Learn the rules of the game
Build your startup around curious people
Hire people who ask questions
Be a generalist
Follow a situational leadership model
De-risk new challenges
Evaluate your processes
Make your own experiences

Show Links

Check out Order
Follow Eric Hann on LinkedIn
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

World-Shaking Webinars with Annette Cardwell (Lattice)

david@beomniscient.com (annette cardwell, Alex Birkett) — Wed, 14 Sep 2022 12:00:00 +0000

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 Topics

Make topics interesting
Cater events to your audience
Select the right guests
Don’t be salesy
Determine which questions to cut
Focus on your primary hook
Work within your box
Repurpose, repurpose, repurpose
Be patient
Provide value through content

Show Links

Check out Lattice
Follow Annette Cardwell on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

david@beomniscient.com (ALICIA JOHNSTON, Alex Birkett) — Wed, 7 Sep 2022 10:00:00 +0000

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 Topics

Target customer personas
Listen to social media
Understand the game
Ask the same questions yearly
Use your own data
Create authentic content
Be a storyteller
Hire curious people
Merchandise your work
Write to entertain

Show Links

Check out Sprout Social
Follow Alicia Johnston on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Running a Content Program as a One-Person Team with Nikhil Venkatesa

david@beomniscient.com (Nikhil Venkatesa, Alex Birkett) — Wed, 31 Aug 2022 10:00:00 +0000

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 Topics

Be a Swiss army knife
Test new channels before you hire
Create the right kind of traffic
Start at a marketing agency
Hire agencies to do specific jobs
Build authentic relationships
Orient strategies around your mission
Be approachable
Check in with employees
Don’t get distracted by busy work

Show Links

Check out Convictional
Follow Nikhil Venkatesa on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Redefining Thought Leadership with Ryan McCready (Reforge)

david@beomniscient.com (ryan mccready, Alex Birkett) — Wed, 24 Aug 2022 12:00:00 +0000

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/RyanMcCready1
https://www.linkedin.com/search/results/all/?keywords=ryan%20mccready&origin=RICH_QUERY_SUGGESTION&position=0&searchId=28ddbd3d-00be-42d2-afe1-e7a035908b0c&sid=y!X

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Meeting Demand (SEO) vs. Establishing Demand

david@beomniscient.com (Allie Decker, Alex Birkett, David Ly Khim) — Wed, 17 Aug 2022 13:00:00 +0000

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 Topics

Don’t rely solely on SEO
Establish what demand means
Solve problems people don’t know they have
Evangelize your product
Reach a new audience
Create demand with SEO
Use the surround sound strategy
Determine your hierarchy of needs
Find answers for pain points
Simplify your approach

Show Links

Follow David Ly Khim on LinkedIn or Twitter
Follow Alex Birkett on LinkedIn or Twitter
Follow Allie Decker on LinkedIn or Twitter

What 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.

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Maximize Growth with a Digital Marketing Agency with John Doherty

david@beomniscient.com (John Doherty, Alex Birkett) — Wed, 10 Aug 2022 14:17:44 +0000

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 Topics

Buy back your time
Use the ladder of lead generation
Identify your best leads
Hire based on channel experience
Do the math
Know the three pillars of SEO
Keep things simple
Balance experiments with your core business
View your business as a water wheel
Give yourself permission to change

Show Links

Check out Credo
Check out Editor Ninja
Follow John Doherty on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Power of Reputation: How to Build a Business that Lasts with Thomas Smale

david@beomniscient.com (Thomas Smale, Alex Birkett) — Wed, 3 Aug 2022 12:00:00 +0000

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 Topics

Build a good reputation
Strive for perfection
Pick the right clients
Do your due diligence
Invest back into your industry
Don’t depend on trends
Be intentional with workplace culture
Let people go
Do the right thing
Focus on one goal

Show Links

Check out FE International
Follow Thomas Smale on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Marketing to an Over-Marketed Society with Michael Brenner

david@beomniscient.com (Michael Brenner, Alex Birkett) — Tue, 26 Jul 2022 10:00:00 +0000

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 Topics

Define the role of marketing
Don’t talk about your product
Find new ways to advertise
Show up on a regular basis
Be basic
Pay attention to the customer
Fill in blind spots
Focus on touchpoints
Analyze what doesn’t work
Hire curious writers

Show Links

Check out Marketing Insider Group
Follow Michael Brenner on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Kitchen Side: How We're Planning to Survive our First Recession

david@beomniscient.com (Allie Decker, David Khim, Alex Birkett) — Wed, 20 Jul 2022 14:27:14 +0000

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 Topics

Keep your team in the loop
Concentrate on what you can control
Be judicious with your spending
Double down on high-value items
Keep your eyes on the prize
Let the small fires burn
Figure out where to cut
Understand which efforts impact revenue
Pay attention to customers
Maintain agility and adaptability

Show Links

Connect with Alex on LinkedIn or Twitter
Connect with David on LinkedIn or Twitter
Connect with Allie on LinkedIn or Twitter

What 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.

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: @beomniscient

Linkedin: Be Omniscient

How to Break Through the Noise in Marketing with Brian Honigman

david@beomniscient.com (Brian Honigman, David Khim) — Thu, 14 Jul 2022 13:00:00 +0000

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 Topics

Increase your credibility
Diversify your work
Don’t stay in your bubble
Be an innovator
Find a balance
Cut through the noise
Define customer personas
Don’t burn out
Be efficient with your time
Avoid comparison

Show Links

Check out Honigman Media
Follow Brian Honigman on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

How to Adapt to Thrive for SaaS Companies with Michele Don Durbin

david@beomniscient.com (Michele Don Durbin, David Ly Khim) — Wed, 6 Jul 2022 13:00:00 +0000

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 Topics

Readapt to stay current
Communicate with your customers
Think about your audience
Be considerate of existing users
Take advantage of opportunities
Tailor your product to your audience
Lead by example
Connect with your employees
Find good mentors

Show Links

Check out Evernote
Follow Michele Don Durbin on LinkedIn or Twitter

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 Engine

019: 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 Marketing

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Mission-Driven Content for Small Businesses with Melanie Deziel

david@beomniscient.com (melanie deziel, Alex Birkett) — Thu, 30 Jun 2022 16:18:13 +0000

Small businesses are an essential part of our economy and Melanie Deziel believes it’s our responsibility to help them thrive.

Formerly the editor of branded content at the New York Times and director of content at Foundation, Melanie is the co-founder of The Convoy, an online marketplace for small business owners to save on everyday expenses.

She is a writer, speaker and the author of “The Content Fuel Framework: How to Generate Unlimited Story Ideas.”

Melanie talked to us about the role that small businesses play in our neighborhoods, the importance of being authentic both online and in-person, and why sharing knowledge is the best way to help others.

Show Topics

Support communities through small business
Work with subject matter experts
Break large tasks into smaller chunks
Use examples to enhance your writing
Remind people of their creativity

Show Links

Check out The Convoy
Check out The Content Fuel Framework: How to Generate Unlimited Story Ideas
Follow Melanie Deziel on LinkedIn or Twitter

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 Engine

019: 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 Marketing

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Rethinking Productivity with Sunsama Founder Ashutosh Priyadarshy

david@beomniscient.com (Ashutosh Priyadarshy, David Ly Khim) — Wed, 15 Jun 2022 14:23:26 +0000

Productivity is essential to everybody’s workday, but it’s about more than filling up your schedule with tasks.

Ashutosh Priyadarshy, Founder of Sunsama, believes that productivity should support a healthy and well-rounded life, not just an ambitious workload.

He talked to us about building a productivity tool for profitability first, working with an asynchronous remote team, and helping others achieve a calm, intentional workday.

Show Topics

Iterate based on feedback
Build with your mission in mind
Focus on quality
Produce content based on your values
Blend the practical with the philosophical
Let customers define your vision
Manage trade-offs of remote work
Create camaraderie with remote teams
Cut down on meetings
Rethink productivity

Show Links

Check out Sunsama
Follow Ashutosh Priyadarshy on LinkedIn or Twitter

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 Engine

019: 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 Marketing

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Maximize Influencer Marketing with Neal Schaffer

david@beomniscient.com (Neal Schaffer, Alex Birkett) — Wed, 8 Jun 2022 14:19:30 +0000

Influencer marketing has been vastly misunderstood.

It’s not just celebrity accounts with tons of fake followers.

It’s your customers, your employees, and your peers who are influential experts in your industry. These influencers have followers who are primed to hear your message.

In an era of declining organic reach, collaborating with influencers gives you access to high-value content and greater exposure for your product or service. It allows you to cut through every social media algorithm and reach your ideal audience.

In this episode, marketing expert and author of The Age of Influence, Neal Schaffer, discusses how you can use it effectively.

Show Topics

Rank with expertise
Understand the value of influencer marketing
Fill in the gaps before using influencer marketing
Collaborate with content creators
Post content your followers want to read
Involve experts to build credibility

Show Links

Check out Neal Schaffer
Check out The Age of Influence, The Power of Influencers to Elevate Your Brand
Follow Neal Schaffer on LinkedIn or Twitter

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 Engine

019: 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 Marketing

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a B2B Audience and Media Company with Dave Gerhardt (DGMG)

david@beomniscient.com (dave gerhardt, Alex Birkett) — Wed, 1 Jun 2022 17:00:00 +0000

Is building a B2B audience as challenging as it seems? Dave Gerhardt knows from experience that it takes engagement, valuable content, and authentic connection to build a B2B audience. As former CMO at Privy and Chief Brand Officer at Drift, he now helps B2B marketers through his consultancy, DGMG, and his new book, Founder Brand. He talked to us about the importance of building an audience, how to use an audience to drive results and why you need to have something interesting to say.

Show Topics

Write to clarify your ideas
Involve your community
Be the number one resource
Drive results through engagement
Understand the power of an audience
Get people to know, like and trust you
Map out your funnel
Build as you go
Use the one-two-punch approach
Be yourself

Show Links

Check out Founder Brand
Check out DGMG
Check out Exit Five
Follow Dave Gerhardt on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Write Copy that Resonates with Liz Willits

david@beomniscient.com (Liz Willits, Alex Birkett) — Wed, 25 May 2022 14:00:00 +0000

What makes a great LinkedIn post? One that keeps someone reading and makes them want to hit the follow button.

First, you have to have a great idea. Something that resonates with people or gets them thinking.

Second, you have to have a great delivery. That can be in a well-written text post, video, or graphic.

A powerful idea can occasionally do well even if the delivery is lacking, but the combination of both and done consistently? That’s how you build an audience.

In this episode, expert marketer and copywriter Liz Willits discusses how she’s built a 50k strong LinkedIn following and the tricks we can use to grow our own audience.

Show Topics

Use pain points to connect
Keep testing new posts
Great ideas need great delivery
Everything should be copy
Post regularly to stay top of mind
Develop the hook without distraction

Show Links

Follow Liz Willits on LinkedIn
Check out Liz’s free Email Open Rate Guide

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How To Tell a Story Worth Hearing with Matthew Dicks

david@beomniscient.com (matthew dicks, Alex Birkett) — Tue, 17 May 2022 16:11:47 +0000

Whether you’re a fiction writer or a content marketer, your goal as a storyteller is to capture and keep your audience’s attention.

And the best way to do that is by telling a story your audience can connect with on a personal level.

Matthew Dicks, an internationally bestselling author and an expert storyteller.

Also a record 55-time Moth StorySLAM and 7-time GrandSLAM champion, Matthew has performed for audiences all over the globe.

In this episode, Matthew shares why stories are so important, and how to breathe life into the stories you choose to tell.

Show Topics

Connect with other people’s experiences
Tell relatable stories
Keep your audience curious
Give your audience information in the right way
Make every moment essential
Start with the story
Tell stories to yourself
Don’t be afraid of vulnerability
Be available for others
Value your time

Show Links

Check out Speak Up
Follow Matthew Dicks on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Build a Content Playground, Not a Funnel with Ashley Faus (Atlassian)

david@beomniscient.com (ashley faus, Alex Birkett) — Wed, 11 May 2022 15:10:01 +0000

The old framework of the buyer’s journey is broken.

Customers expect more access than ever to educational, engaging content at every stage of their decision-making.

Ashley Faus believes it’s time to reframe the buyer’s journey as the content marketing playground where customers can learn, engage, and interact with content on their own terms—building trust and affinity that lasts a lifetime.

As the Content Strategy Lead of Software Teams at Atlassian, Ashley manages a team for content and distribution for iconic software solutions that unleash the potential of every team.

She talked to us about how to fully embody your audience, focus on building relationships, and reframe the content marketing funnel.

Show Topics

Fully embody your audience
Focus on authenticity
Take time to understand the problem set
Seek out potential stories
Understand how content marketing fits into the bigger picture
View marketing as relationship-building
Reframe the old buyer’s journey
Build a content marketing playground
Reimagine the content marketing funnel
Create content for the whole playground

Show Links

Check out Atlassian
Follow Ashley Faus on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina

david@beomniscient.com (Alex Birkett, Andy Crestodina) — Wed, 4 May 2022 14:27:18 +0000

Any marketing claim you make that doesn’t have some form of evidence is a weak statement.

Unsupported claims just lead to undifferentiated content, a lack of trust, and low conversions.

But proof on your web pages and in your content does the opposite. It builds credibility and gives people a reason to believe in your brand.

One piece of content that offers social proof, acts as conversion copy, and works in a content strategy: case studies.

In this episode, Andy Crestodina, the co-founder and Chief Marketing Officer of Orbit Media Studios, explains how proof is the key to every type of marketing, whether you’re playing the long game of account-based marketing (ABM) or building your email list.

Show Topics

Use case studies to build trust
Data points can support sales messages
Reduce the investment in the ROI
Create sales enablement content
Don’t publish content without an expert contributor
Have prominence, promise, proof

Show Links

Check out Orbit Media
Follow Andy Crestodina on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Produce Top of the Line Content with Brad Smith

david@beomniscient.com (Brad Smith, Alex Birkett) — Wed, 27 Apr 2022 16:11:33 +0000

Watch a video clip and find key takeaways here

Content creation is a tricky business. You have to know what your clients want, when to say yes to new projects, and how to find the writers you need.

For Brad Smith, creating and producing top of the line content is his bread and butter. Brad is the CEO of Wordable, co-founder of uSERP, and founder and CEO of Codeless, all of which are aimed at producing, ranking, and publishing SERP-topping content.

During this episode of The Long Game, Brad shared with us his insight on determining content quality, how to work with clients, and what you need to scale content writing production.

Show Topics

Train your writers on consistent practices
Find out what content quality means
Know when your client needs an in-house writer
Figure out the client’s style
Disqualify people as soon as possible
Look at quality versus cost of applicants
Don’t work with people who aren’t a good fit
Wait to interview writers
Embrace a ‘good enough’ mentality

Show Links

Check out Wordable
Check out uSERP
Check out Codeless

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Freelance Like a Pro with Brian Speronello

david@beomniscient.com (Brian Speronello, Allie Decker) — Tue, 19 Apr 2022 17:00:00 +0000

A sustainable freelance career requires you to balance stability with growth. Think of that balance like a barbell.

Half of your time should be spent on your retainer clients that bring you a guaranteed income. The other half should be spent on riskier projects where you charge higher initial rates or negotiate a stake in its performance.

The steady work is how you pay the rent, but the risks are how you get to the next level. That balance doesn’t just apply to how you should divide your clients, but how you break up your time between billable and non-billable hours, and current work and future work.

Freelance Like a Pro founder and freelance copywriter Brian Speronello has spent a decade managing that balance. In this episode, he gives us his tips and hard-won lessons.

Show Topics

Use a barbell strategy for your projects
Freelancers have to know how long things take
Set retainers for a maximum amount of hours
Ask for the last month upfront
Exchange your time and focus for referrals
You need some non-billable hours

Show Links

Check out Freelance Like a Pro
Follow Brian Speronello on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: How To Build an Audience with Content Marketing

david@beomniscient.com (Alex Birkett, Tommy Walker, David Ly Khim, Allie Decker) — Wed, 13 Apr 2022 18:00:55 +0000

This episode is part of our Kitchen Side series, where we pull back the curtain and share the behind the scenes conversations we have at our agency.

We included Tommy Walker in this discussion to help us outline the difference between an audience, a community, and a customer.

Together, we discuss ways to define your audience, nurture relationships, and leverage community in order to build your audience.

Show Topics

Know the difference between a buyer and a customer
Distinguish the levels of your audience
Start with a core group of people
Nurture individual relationships
Gauge audience interest
Refine your message
Ground your content in data
Build trust
Leverage community to build your audience

Tommy runs his own content marketing consultancy, The Content Studio.

Follow Tommy Walker on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Re-Building Trust in Your Brand with Margot Bloomstein

david@beomniscient.com (Margot Bloomstein, Allie Decker) — Wed, 6 Apr 2022 17:00:00 +0000

How can brands build trust with an increasingly cynical audience?

Margot Bloomstein believes you can win over any audience by creating consistent, high-quality content. But in order to cut through the noise, you need to build a clear content strategy and be vulnerable.

As the principal of Appropriate, Inc., a Boston-based brand and content strategy consultancy, a speaker, and an author, Margot has experience partnering with a range of organizations to deliver quality messaging, including Sallie Mae, Lovehoney, Scholastic, Fidelity, Harvard University, and the American Montessori Society.

She talked to us about the nuances of building trust with increasingly distrustful audiences, prototyping in public, and focusing on consistency.

Show Topics

Make good on content strategy through content marketing
Create message architecture from a content hierarchy
Use the same wording as your clients
Nurture confidence in your audience
Advocate for solving problems through content
Respond to cynicism by building trust
Cut through the noise
Guide better decision-making
Prototype in public
Focus on consistency

Check out Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap
Follow Margot Bloomstein on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine

david@beomniscient.com (David Ly Khim, ross simmonds) — Fri, 1 Apr 2022 13:00:00 +0000

In loving memory of Onita Simmonds.

How do a grandmother’s life lessons apply to business? Ross Simmonds translates the life lessons he learned as a kid into core values that help his business and team members grow.

As the Founder and CEO of the content marketing agency Foundation, Ross focuses on developing others, staying curious, and driving results for his clients.

He talked to us about why it’s important to embrace a mindset of abundance, hire based on values, and stay true to yourself in order to succeed in both life and business.

Show Topics

Practice, practice, practice
Focus on what you can control
Embrace a mindset of abundance
Be okay with asking for help
Hire based on values
Help others unlock their full potential
Know when to say no
Create the content you want to consume
Stay true to who you are
Remember to market your content

Watch a video clip from this episode on our YouTube channel.

Check out DREAM: The Distribution Playbook

Follow Ross Simmonds on LinkedIn or Twitter

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)](https://beomniscient.com/blog/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 Harris

019: 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: @beomniscient

Linkedin: Omniscient Digital

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How SparkToro Approaches Growth & Productivity (Rand Fishkin)

david@beomniscient.com (Rand Fishkin, David Ly Khim) — Wed, 23 Mar 2022 14:59:43 +0000

Growth and productivity should not come at the expense of health and happiness. Rand Fishkin learned that the hard way with his first startup, Moz. When it came time to start SparkToro, he knew that he wanted to build a business differently.

SparkToro is an audience research software tool that lets you discover the behaviors, demographics, and sources of influence for any online group.

Startup hustle culture tries to teach us that sleep deprivation and good decisions can go hand in hand, but they can’t. There are plenty of studies that bust that myth. When you are in your best head space and health space, you can do your best work.

In this episode, Rand discusses how he’s finding ways to grow a business without creating a stressful and unhealthy culture.

Show Topics

Don’t put growth and productivity in front of health and happiness
Get rid of micromanaging
Use a different fundraising model
Build brand and sources of influence
Find your way to your audience through relationships
Spend less time on metrics
Dendrobates frogs (you’ll understand when you get there)

Show Links

Check out SparkToro
Follow Rand Fishkin on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Build a Content Engine & Media Company with Ronnie Higgins (Hopin)

david@beomniscient.com (ronnie higgins, Alex Birkett) — Thu, 17 Mar 2022 20:48:12 +0000

Many modern companies claim to have an in-house media company, but they don’t. Being a media company is more than expanding content beyond a blog, or even adding a podcast and courses. That’s still just content marketing.

When you build an in-house media company, you’re expanding into different content formats, but more importantly you’re looking at how they all work together. You’re looking to reach multiple demographics with a series of content and then turning that into a franchise.

In this episode, Ronnie Higgins, Director of Content for Hopin, talks to us about how building an in-house media company is like creating the equivalent of the Marvel universe.

Ronnie has a decade of content marketing experience. Previously, he worked at Eventbrite where he helped to build the content engine before scaling it globally. An advisor to startups, he is currently building a content engine and in-house media company from scratch at Hopin – one of the fastest growing SaaS companies around.

Show Topics

Connect content together to build a media company
Take something familiar and make it new
Build cross-functional alignment
Create sustainable content
Find your way to other people’s property
Work with subject matter experts

Show Links

Check out Hopin
Follow Ronnie Higgins on Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How to Build an Audience-Driven Marketing Machine with Emily Marsh (Iconosquare)

david@beomniscient.com (Alex Birkett, emily marsh) — Thu, 10 Mar 2022 17:00:00 +0000

Struggling to reach your target audience? You’re not alone.

While the execution may be challenging, the secret is simple: listen to your customers.

Emily Marsh joined us on The Long Game podcast to share her go-to marketing techniques to engage prospects.

As a content manager and podcast producer at Iconosquare, an all-in-one analytics and management platform for social media marketers, building an audience-driven marketing machine is Emily’s bread and butter. She offered up some valuable insights on TikTok, SEO, and the best ways to approach audience-driven content.

Show Topics

Managing and connecting with international teams
Positioning your content for advanced audiences
Targeting and segmenting international customers
How to use TikTok as a B2B marketer
Structuring your day to mitigate burnout

Show Links

Check out Iconosquare
Follow Emily Marsh on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), and many more.

Some interviews you might enjoy and learn from:

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 Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Our Founders' Career Backgrounds, Greatest Accomplishments, and Biggest Regrets

Wed, 2 Mar 2022 18:31:34 +0000

The episode begins at 4:12 if you want to skip ahead, but first I'd I’d like to announce our Office Hours speaker line-up and topics for March 16th. Office Hours is our bi-monthly event where we get the best speakers and experts in content, SEO, and marketing to give 20 min practical talks for our audience.

Michael Keenan, Co-Founder, Peak Freelance
The Freelance Writing Trends of 2022 (And How To Act On Them) The freelance writing industry is moving at the speed of light. It's estimated there are over 204 million freelance writers globally, right now. As a writer at any experience level, keeping up with the changes isn't easy. Stay ahead of the curve with the most important freelance writing trends of 2022, according to experts and data from Peak Freelance.

Adrienne Barnes, Founder, Best Buyer Persona
How To Create A Buyer Persona You'll Actually Use Over 77% of marketers never use their buyer personas. It's time to create meaningful personas, with strong segmentation that can actually be used to create marketing campaigns, content, and copy. Join Adrienne as she shows her step-by-step process for creating meaningful personas you can put to use.

Emma Siemasko, Founder, Stories By Us
How to Use Compelling Case Studies to Sell Your Stuff Most B2B and SaaS marketers know that case studies can help clinch deals. But many case studies are bland and lackluster. How can you create case studies that actually encourage prospects to convert? In this talk, Emma will share what makes a good case study, how to create one, and some ideas on how to best use them to fuel your marketing and sales process.

Join us by registering here. If you can’t make it we’ll send you the recording and key takeaways.

***

Now, for this week’s episode. What do lemonade stands, freelance writing, and Greek philosophy have to do with starting a business? We connect the dots in this episode of our Kitchen Side podcast series.

Kitchen Side is a series of the podcast where we take you behind the scenes at our agency, Omniscient Digital.

Our Growth Content Marketer, Karissa, spearheads a discussion about our unique backgrounds and how we landed in content marketing, biggest accomplishments, lessons learned, and the legacies we want to leave behind. We also explore how to bring big ideas to life and take risks that align with your professional calling.

Show Topics

Find your own way to creativity
Don’t rely on external validation
Build solutions for pressing problems
Take risks that align with your calling
Use work as a medium for personal growth
Make a positive mark on your community

Connect with Alex on LinkedIn or Twitter

Connect with David on LinkedIn or Twitter

Connect with Allie on LinkedIn or Twitter

Connect with Karissa on LinkedIn or Twitter

Check out more episodes from our Kitchen Side series:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

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 Harris

019: 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)

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Link-Building Tactics That Work, and more with Jeremy Moser (uSERP)

david@beomniscient.com (Jeremy Moser, Alex Birkett) — Wed, 23 Feb 2022 17:00:00 +0000

What can a career in SEO teach you about building relationships? Jeremy Moser believes that building genuine relationships with your industry peers and colleagues lays the foundation for trust, business partnerships, and growth.

As the co-founder and CEO at uSERP, Jeremy helps high-growth SaaS brands gain visibility and traction through digital PR and SEO.

He talked to us about the differences between digital PR and link building, link building tactics that actually work in today’s world, and how to build relationships by adding value.

Show Topics

The difference between digital PR and link building
The value of a link
Link building tactics
Value-driven pricing
Building relationships by adding value
Brand-building through link building

Check out uSERP

Check out Wordable

Follow Jeremy Moser on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

Content Operations at Massive Scale with Natasha Nel (HackerNoon)

david@beomniscient.com (Natasha Nel, Alex Birkett) — Wed, 16 Feb 2022 17:00:00 +0000

Are you making content because it’s meaningful or because the platforms demand that you keep feeding them more?

Algorithms can hold us hostage. Soon we fall into a cycle of writing stuff because we’re stuck in a production cycle, not because it needs to be written.

There’s a moral dilemma for content marketers. The platforms we use to create and promote our work are addictive for the users and chain us to grueling content schedules, but they’re also essential to our jobs.

In this episode, Natasha Nel, VP of Growth for Hacker Noon, discusses how the site produces content and the steps she’s taking to break those bad cycles and focus on quality over quantity.

Show Topics:

Craft good headlines, not clickbait
Promote podcast with transcripts
Stay present in the room
Don’t get held hostage by platforms
Bring quantity down, so quality can go up
Experiment with microcopy

Check out Hacker Noon

Follow Natasha Nel on LinkedIn or Twitter

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Successful Go-To-Market Strategies with Alfie Marsh (Spendesk)

david@beomniscient.com (David Ly Khim, Alfie Marsh) — Thu, 10 Feb 2022 20:07:41 +0000

It’s our 50th episode! What a milestone.

To celebrate, we’re giving away lifetime access to our Content Strategy Frameworks course to 2 winners. Congratulations Abass Sahrawi and Emma Fanning! We can’t thank you enough for listening.

Now for this week’s episode. Finding career success is about more than just making more money. It’s about finding a career path where you’re motivated to put in hard work without crossing over into burnout.

When you’re only in a job for the money, every challenge or difficult situation will push you to the brink. Alfie Marsh, head of U.S. GTM for Spendesk, said that the key to long-term success is finding work that aligns with your values and your skills. That way your goals and the job’s goals are in sync, and the hard times are manageable.

In this episode, Alfie shares what he's learned about starting from scratch in new markets, how to aim for impact, and tips for growing a career.

Show Topics

Start from scratch in new markets
Start with assumptions, but pay attention to feedback
Have ownership over what you create
Aim for outsize impact
Share knowledge
Align your work with your values

Check out Spendesk

Follow Alfie Marsh on LinkedIn or Twitter

Alfie’s Newsletter - Rocket GTM

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In-Person, Virtual, & Hybrid Events with Rebecca Miller (Splash)

david@beomniscient.com (Rebecca Miller, Alex Birkett) — Wed, 2 Feb 2022 17:00:00 +0000

Rates and reviews really help our podcast reach new audiences. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997.

What can a career in PR teach you about event marketing? Rebecca Miller believes that it builds the foundation for how to frame a story, a necessary skill for any content marketer.

Rebecca uses her background in PR to inform how she approaches content creation as the Director of Marketing and Communications at Splash, an event marketing SaaS company.

She talked to us about the importance of treating all content as integrated content, and how to operate as a lean team while adapting to a changing digital landscape.

Show Topics

How public relations helps content marketers frame a story
Structuring content to align all initiatives through integrated marketing
Operating efficiently with lean marketing teams
Adapting to global changes through in-person, virtual, and hybrid events
Building a brand voice

Check out Splash

Follow Rebecca Miller on LinkedIn

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 Harris

019: 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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building High Quality Events with Vasil Azarov (Growth Blazers)

david@beomniscient.com (vasil azarov, David Ly Khim) — Wed, 26 Jan 2022 14:39:59 +0000

Real quick ask. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997.

Rates and reviews help us grow and attract new guests, so we’d really appreciate it.

With the pandemic forcing many businesses to shut down in-person conferences and events, companies have turned to a different avenue: virtual meetings. But tapping into technology requires a different approach than in-person event-planning if you want good engagement from your virtual attendees.

Vasil Azarov of Growth Blazers is a growth marketing and startup event entrepreneur, who has produced over 500 in-person and virtual events, as well as built a 90K+ network of tech entrepreneurs and marketers. Formerly, he was also the founder of the Growth Marketing Conference, one of the leading growth marketing events in the industry. Now he is building Growth Blazers, a community for modern marketers.

In our latest episode of The Long Game, Vasil shares his expertise on building a quality event experience, transitioning from in-person to digital, and how to build an online community that lasts.

Show Topics

Take advantage of unexpected opportunities
Focus on your agenda
Get to know your community
Offer interaction to prevent webinar fatigue
Encourage conversation within the community

Check out Growth Blazers

Follow Vasil Azarov on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

SEO as a Distribution Channel, and more with Mischa Vaughn (Webflow)

david@beomniscient.com (mischa vaughn, Alex Birkett) — Fri, 21 Jan 2022 18:24:58 +0000

Real quick ask. Can you leave us a review on whatever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to our Content Strategy Frameworks course, valued at $997. Rates and reviews help us grow and attract new guests, so we would really appreciate it.

The word “content” is no longer sufficient for what it encapsulates.

When people think of content, they think of blogs and social media channels. But in the modern world, content also includes branding, video, growth, and strategy too.

Mischa Vaughn is the Director of Content at Webflow, and he thinks that we need a better word for what content has become. His unique view on content doesn't stop there. In this episode, Mischa discusses the role of SEO in distribution, how PR and content overlap, and why video content is king.

Show Topics

View SEO as a distribution channel
Have clear goals for SEO content
Don’t get bogged down by terms
PR and content should collaborate
Double down on video
Create shareable headlines
Why we need a better word for content

Check out Webflow

Follow Mischa Vaughn on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Tactical Tips to Move the Needle in SaaS Copywriting with Josh Garofalo (Sway Copy)

david@beomniscient.com (alex birkett, josh garofalo) — Wed, 12 Jan 2022 17:20:38 +0000

Good copywriting is about persuasion, not manipulation. It’s getting someone to do something that’s in their best interest through writing. And it’s the “best interest” part that’s important.

Effective website copy moves people from Point A—where they are now—to Point B, where things will be better for them.

SaaS Consultant & Copywriter Josh Garofalo has spent several years learning what does and doesn’t work when it comes to website copy with his business, Sway Copy. In this episode, he explains the human-centered tactics that are a win-win for both company and customer.

Show Topics

Persuade, don’t manipulate
Leverage tactics with empathy
Amp up your testimonials
Nail your headlines and keep features together
Put your value first on your pricing page
Show what gaps you fill

Check out Sway Copy

Follow Josh Garofalo on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building Competitive Marketing Content with Sam Chapman (Aprimo)

david@beomniscient.com (Alex Birkett, Sam Chapman) — Wed, 5 Jan 2022 16:37:22 +0000

The ease of publishing content online means anyone can become a content creator with the click of a mouse.

So how do companies make their content stand out in the endless sea of ad campaigns and marketing tactics?

Sam Chapman is a content strategist, brand builder, and storyteller. As Content Director at Aprimo, he heads up brand experience and creative direction, and mapping content strategy to growth objectives. Sam has over a decade of experience in content operations, communications, and brand management for startup and global B2B tech organizations.

In this episode, Sam gives us his thoughts on building competitive marketing content, the importance of thought leadership, and how to keep creatives from burning out.

Show Topics

Don’t make content transactional
Adapt to non-linear strategies
Develop authentic connections
Build an ongoing conversation
Prioritize quality content

Check out Aprimo

Follow Sam Chapman on LinkedIn

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Why Content Marketing Should Sell... and More Lessons with Tyler Hakes (Optimist)

david@beomniscient.com (Tyler Hakes, Alex Birkett) — Wed, 29 Dec 2021 17:00:00 +0000

Marketing agencies are a dime a dozen, but Tyler Hakes wanted to build Optimist differently.

Tyler found himself often frustrated that companies and agencies often play a game of telephone, never actually speaking with the people who were creating content on their behalf.

That’s why Optimist functions as a collective of high-level freelancers of varying specialties, who come together to take content strategy for Optimist’s clients from end-to-end.

In this episode, Tyler shared the lessons he’s learned over the past 5 years of running Optimist, and why he always thinks of content in terms of ROI-driving assets.

Show Topics

A decentralized agency model
Why strategy is more important than content
Don’t be scared to sell
Think of your content as assets

Check out Optimist

Follow Tyler Hakes on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How To Increase your Experimentation Wins with Andrew Anderson (ZenBusiness)

david@beomniscient.com (Alex Birkett, Andrew Anderson) — Wed, 22 Dec 2021 17:00:00 +0000

Many people think of testing and optimization as selecting one tactic and then seeing if it has a positive or negative impact. But that’s just validating ideas, and not the best way to maximize outcomes or profit.

In fact, that approach has a less than 10% success rate in terms of winning experiments. According to Andrew Anderson, Head of Website Optimization Programs at ZenBusiness, the better way to experiment is to move from a validation mindset to a discovery and exploitation mindset.

In this episode, Andrew explains what this tactic looks like and how it can be applied to websites, content, and growth. Andrew has been described as "The Most Passionate Optimizer in the World".

He also touches on how and why he got into writing and blogging, and how he constructs articles which is completely different from the typical SEO model. It’s a really fascinating discussion. We hope you enjoy.

Show Topics

How an exploitation mindset increases your chances of success
Learn from what doesn't work, not just what does
The importance of discipline-based testing
Measure what’s relevant to your business
Tie experimentation to growth

Show Links

Check out ZenBusiness
Follow Andrew Anderson on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

How To Fuel Your Content Machine with Kevin Indig (Shopify)

david@beomniscient.com (Kevin Indig, Alex Birkett) — Wed, 15 Dec 2021 17:00:00 +0000

If you have any familiarity with SEO, you’ve heard of EAT: Expertise, Authoritativeness, Trustworthiness.

It’s part of the guidelines by which Google judges the effectiveness of its algorithm and a benchmark for content creators.

Like anything else in the SEO world, people have tried to hack it, but in this episode of The Long Game, Kevin Indig, Director of SEO for Shopify, explains how to authentically establish trust in your content so that it inspires shares and links, and fuels your entire content machine.

This episode is shorter than usual because it was part of our Office Hours series, a bi-monthly virtual event where we get the best speakers and experts in content, SEO, and marketing to give 20 min practical talks for our audience. Register for free.

Show Topics

Have an SEO sandbox to experiment in
Create content only you can create
Build trust with backlinks and robust evidence
Give high quality recommendations
Increase trust and authority with original data
Individual growth leads to company growth

Show Links

Check out Shopify
Check out Kevin-Indig.com
Follow Kevin Indig on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

david@beomniscient.com (Dan Shure, Alex Birkett) — Wed, 8 Dec 2021 17:00:00 +0000

SEO is often presented as a huge checklist of things that need to be done before you can even consider hitting publish. Miss a step and your content will be dead on arrival.

But the truth is some of those things can make a big impact on how content ranks, but some of it is just noise.

Dan Shure, founder of Evolving SEO and host of Experts on the Wire, said good SEO comes down to paying equal attention to both the big picture of content—the structure and purpose—and the small details that make a difference. Getting too bogged down by one or the other will lead to content that flops.

In this episode, Dan explains how he handles that balance and tunes out the rest. Tune in for a massive amount of actionable tips on SEO strategy.

Show Topics

Pay attention to the big picture and small details
Don’t waste time on perfect if imperfect will do
Nail first sentences
Label content types
Fit the structure to the keyword
Put SEO over promotion

Show Links

Check out Evolving SEO
Follow Dan Shure on LinkedIn or Twitter
Listen to Dan’s podcast: Experts on the Wire

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

040: From Journalism to Marketing and Keeping the Human Element in Mind with Chelsea Castle (Chili Piper)

david@beomniscient.com (Chelsea Castle, Allie Decker) — Wed, 1 Dec 2021 17:00:00 +0000

Journalists often make the best marketers. That’s because journalists are trained to focus on the human element of a story, and good marketers understand what drives a human connection with content.

According to Chelsea Castle, former journalist and Director of Content at Chili Piper, the best marketing doesn’t feel like marketing. She talked to us about how to keep the human on the other end in mind when creating content and shared the two things that all content marketers should stop doing to better engage with their audience.

Show Topics

Use journalism skills in marketing
Create content with tangible takeaways
Balance analytics with other measures
Cultivate content from the whole company
Rethink gated content and the traditional SaaS funnel
Use passive CTAs

Check out Chili Piper

Follow Chelsea Castle on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

039: Impactful Case Studies with Emma Siemasko (Stories By Us)

david@beomniscient.com (Emma Siemasko, Allie Decker) — Wed, 24 Nov 2021 16:11:17 +0000

Freelance content creators wear a lot of hats while working their day jobs: writer, business manager, and client liaison, to name a few. There is always a new skill to learn or process to polish up on. But it’s hard to know which areas freelancers should focus on when they’re trying to grow their skills.

As the founder of Stories By Us and co-host of the podcast Freelance Writing Coach, Emma Siemasko knows a thing or two about finessing the freelance life.

In this episode, she talks to Allie about how she creates awesome case studies for her clients, the merits of content journalism, and why creating a podcast is both important and fun.

Show Topics

Cultivate your managerial side
Have a goal in mind
Minimize your tools
Learn from your community
Build your business on relationships

Show Links

Check out Stories By Us
Follow Emma Siemasko on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

038: Evolve Your SEO and Content Marketing with Ross Hudgens

david@beomniscient.com (Alex Birkett, Ross Hudgens) — Wed, 17 Nov 2021 17:51:31 +0000

When you think of content marketing, you probably think of blog articles and social media posts. But great content marketing goes beyond just words and includes the whole experience of copy, design, and frameworks. It’s all of the things that work in tandem with the writing.

For Ross Hudgens, founder and CEO of Siege Media, the thing that has set his agency apart is its focus on good design. It’s what’s landed them bigger upmarket brands like Casper and Zillow.

In this episode, Ross talked to us about how his agency puts an emphasis on UX design as well as how their approach to SEO has evolved over time to help their clients improve their rankings.

Show Topics

Evolve your SEO from link building to design
Build passive link assets
Sell brands on UX design
Match patterns in content
Content marketing is more than writing
Test content on social media first

Show Links

Check out Siege Media
Follow Ross Hudgens on LinkedIn or Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

037: Kitchen Side: What Should a Content Marketer Be Goaled On?

Wed, 10 Nov 2021 18:17:00 +0000

What should a content marketer be goaled on? This is a tricky question, as business goals and content marketing goals aren’t always one and the same. While content marketing initiatives do need to be strategized and held accountable in one way, shape, or form, the big question is: how?

This topic was inspired by a Slack forum conversation where a content marketer was bemoaning being goaled on leads attributed directly to content. Their reasoning? That this type of revenue-driven goal clashed with a customer-focused approach, where some of the true value of content marketing lies.

In this Kitchen Side episode, where we take you behind the scenes at our agency, we invited Tommy Walker to join us to think through what content goals make sense, and when. Listen in to hear our thoughts on long-term, goal-oriented thinking.

Show Topics

Revenue is always the top priority
When to focus on organic traffic
When to focus on return visitors
Business goals versus marketing strategy
Every goal has a tradeoff
Don’t become a soul-sucking content farm
Take risks and re-evaluate

Check out The Content Studio

Follow Tommy Walker on LinkedIn or Twitter

Connect with Alex on LinkedIn or Twitter

Connect with David on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

036: Content Experimentation & Why a Formal Education is Not Required with Shanelle Mullin (Experimentation & Analysis Lead, Shopify)

david@beomniscient.com (Alex Birkett, Shanelle Mullin) — Wed, 3 Nov 2021 04:00:00 +0000

Sometimes your career milestones are clear as crystal, and sometimes they only become clear in retrospect.

Shanelle Mullin has had an exciting path, from writer at CXL to Experimentation & Analysis Lead at Shopify.

At each juncture, she’s followed intriguing people and her own innate curiosity. Alex and Shanelle worked together in the trenches as writers at CXL.

They reunited on the podcast to chat about the worlds of content and experimentation, and how creativity and professional work can diverge and collide in interesting ways.

Show Topics

Formal education vs. learn-as-you-go
The importance of leadership buy-in
Recognizing big opportunities
Don’t monetize your hobbies
Write in order to learn

Check out Shopify

Follow Shanelle Mullin on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

035: How to Create a Revenue-Generating Blog with Ryan Robinson

david@beomniscient.com (Alex Birkett, Ryan Robinson) — Wed, 27 Oct 2021 15:33:00 +0000

Ryan Robinson is a blogger, podcaster, and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.

Blogging about blogging is pretty meta, but it’s how Ryan has built and sustained a successful blog for almost 10 years.

He’s gone from documenting what was and wasn’t working in his day job, to writing about freelancing and building digital products for other writers like templates and courses.

What was once his side gig has turned into a full-time career. In this episode of The Long Game, Ryan talked to Alex about his work process, how he creates and promotes content, and how sometimes you have to turn down high-paying work to reach your goals.

Show Topics

Build a blog with struggles and success
Let disengaged subscribers go
Build your email list with targeted offerings
Turn down work that no longer fits
Balance creating, updating, and promoting your blog content
Use reader questions to inspire posts

Check out ryrob.com

Follow Ryan Robinson on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

034: Building a Thriving Career as a Wordsmith with Juliana Casale (Content Strategist at Wave)

david@beomniscient.com (Allie Decker, Juliana Casale) — Wed, 20 Oct 2021 16:00:00 +0000

How much does self-professed “word geek” and bibliophile Juliana Casale love writing? So much that she’s done pro-bono writing in exchange for free passes to beer festivals. Yet she’s come a long way since, thanks to her talent, work ethic, and a zeal for embracing new challenges.

For the past ten years Juliana has held roles at a handful of small and mid-sized B2B SaaS startups, as well as running her own freelance business. Currently Juliana is a Content Strategist at Wave, an all-in money management platform for small businesses.

In this episode Juliana opens up about her journey to her current position, her best resources for learning and staying up-to-date, and her firm belief that we are all far more than the jobs we hold.

Show Topics

Putting out fires at work
The pain of software migration
Delegate so you can focus
Say yes first, then execute
Learn via networking
Don’t tie your worth to your work

Check out Wave

Follow Juliana Casale on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

033: Growth Mentorship & Avoiding Burnout with Dani Hart

david@beomniscient.com (Alex Birkett, dani hart) — Wed, 13 Oct 2021 16:00:00 +0000

What can a career in company growth teach you about personal growth? Dani Hart believes it teaches you to keep a growth mindset and take the time to learn from your mistakes—whether you’re running marketing campaigns or developing your own core values.

Formerly the Head of Growth for Growth Hackers, Dani now focuses on growth mentorship and helping people avoid burnout. She talked to us about the ways people can keep burnout to a minimum, from cultivating good stress to reconditioning how we think about hard work.

Show Topics:

Balance between stress and rest
Add good stress to your life
Stick to core values to avoid burnout
Recondition your thoughts about work
Give yourself permission to take time for yourself
Do what’s important to you

Connect with Dani:

Check out GrowthMentor

Follow Dani Hart on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

032: Mastering Email Conversion & Strategy with Samar Owais

david@beomniscient.com (Alex Birkett, samar owais) — Wed, 6 Oct 2021 16:00:00 +0000

Samar Owais is an email conversion strategist for SaaS and eCommerce brands. She helps companies like Hubspot, Drip, and Pinterest as well as numerous ecommerce brands increase conversions, retain customers, and fix the money-leaking gaps in their emails.

We’ve all reached that point where we hit a professional wall. Our work loses its luster, and we dread opening our laptop. Sometimes it’s due to not recharging with sleep and downtime. Sometimes it’s a specific project that’s not appealing. As Samar Owais discovered, sometimes it’s because your entire professional focus needs a refresh.

In this episode of The Long Game podcast, Samar shares how she went from unmotivated blogger to one of the top email strategists in the SaaS and eCommerce space.

This conversation also covers how being a realist can fundamentally change your approach to email marketing. We hope you enjoy this episode.

You'll find Samar geeking out over emails on Twitter and every Wednesday with her subscribers in the Emails Done Right newsletter.

Connect with Samar:

www.samarowais.com

twitter.com/samarowais

emailsdoneright.com

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

031: The Fundamentals of Conversion Rate Optimization with Brian Massey (Co-Founder, Conversion Sciences)

david@beomniscient.com (brian massey, Alex Birkett) — Wed, 29 Sep 2021 17:56:03 +0000

Brian Massey is the Co-Founder and Managing Director of Conversion Sciences, and author of the book Your Customer Creation Equation. His rare combination of interests and experience developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.

Brian Massey believes that being curious is more important than being right. Sometimes the data supports your hypothesis, but sometimes it shows you that you had it all wrong and it’s time to change course.

Brian has a clear approach to conversion rate optimization: gather data on everything you possibly can. In this episode of The Long Game, he shares his CRO strategies, the secret to finding the right business partner, and how his contrarian personality fuels his crusade against standardized agency-built websites.

Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Brian has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. He's the host of the Intended Consequences podcast.

Conversion Sciences is a data-driven digital design agency focusing on getting the most value from every visitor to your digital properties. They provide design, research, and testing services to businesses of all sizes.

We hope you enjoy this episode on the fundamentals of CRO according to Brian Massey.

Connect with Brian on Linkedin, Conversion Sciences, and check out his podcast.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

030: Kitchen Side: Is Your Blog a Publication or a Library?

Wed, 22 Sep 2021 16:00:00 +0000

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 publication
Publications create demand, libraries meet demand
New SaaS companies can stand out with publications
A hybrid approach to content is best
Think of your content strategy like a portfolio

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

029: The Art & Science of Hacking Growth with Morgan Brown (VP of Growth, Shopify)

david@beomniscient.com (alex birkett, morgan brown) — Wed, 15 Sep 2021 16:00:00 +0000

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:

Shopify

LinkedIn and Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

david@beomniscient.com (ty magnin, Alex Birkett) — Wed, 8 Sep 2021 17:11:34 +0000

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 UiPath

Find Ty Magnin at tymagnin.com or on Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

027: Kitchen Side: Is Organic Traffic the Best Traffic?

Wed, 1 Sep 2021 16:00:00 +0000

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: @beomniscient

Linkedin: Be Omniscient

Connect with Alex on Twitter or LinkedIn

Connect with Allie on Twitter or LinkedIn

Connect with David on Twitter or LinkedIn

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

026: Honing Freelance Writing in a Noisy Market with Kaleigh Moore

david@beomniscient.com (kaleigh moore, allie decker) — Thu, 26 Aug 2021 15:51:51 +0000

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

025: From Creative Contributor to Creative Catalyst with Camille Trent (Head of Content, Dooly)

david@beomniscient.com (allie decker, camille trent) — Wed, 18 Aug 2021 16:40:07 +0000

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 Dooly

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

024: Community Driven Content with Sean Blanda (Director of Content, Crossbeam)

david@beomniscient.com (allie decker, sean blanda) — Tue, 10 Aug 2021 19:00:00 +0000

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 Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

023: How to Differentiate Content in a Crowded Space with Brooklin Nash

david@beomniscient.com (alex birkett, brooklin nash) — Wed, 4 Aug 2021 19:59:36 +0000

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 Hacker

Check out Outreach

Follow Brooklin Nash on LinkedIn or Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#022: Buyer Personas Don’t Have to Suck! with Adrienne Barnes (Best Buyer Persona)

david@beomniscient.com (adrienne barnes, Alex Birkett) — Wed, 28 Jul 2021 15:40:38 +0000

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 Twitter

Best 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 Persona

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#021: Creating vs Capturing Demand and Category Creation with Chris Schreiber

david@beomniscient.com (David Ly Khim, Chris Schreiber) — Wed, 21 Jul 2021 16:00:00 +0000

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: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#020: Spark Creativity and Generate Memorable Content with Ryan Law (Director of Marketing at Animalz)

david@beomniscient.com (Alex Birkett, Ryan Law) — Wed, 14 Jul 2021 16:00:00 +0000

Ryan Law is the Director of Marketing at Animalz, where he's worked with companies including Google, GoDaddy, Clearbit, Wistia, and Algolia. He's been a writer, content strategist, team lead, marketing director, and agency co-founder. He's also the author of the post-apocalyptic novel The Green Priest.

Ryan is well known for his thought leadership and strong voice in the content marketing space. Penning articles like Copycat Content and How to Differentiate Your Content in Crowded Spaces. In this episode, Ryan discusses surefire ways to spark your creativity, generate memorable content, and get it in front of the right people.

The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.

Connect with Ryan on Animalz, Twitter and Linkedin.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

david@beomniscient.com (Michael Keenan, Alex Birkett, Allie Decker) — Tue, 6 Jul 2021 04:00:00 +0000

Most freelance writers choose to be freelance because of the autonomy, but that doesn’t mean they can work in complete isolation.

Michael Keenan is co-founder of Peak Freelance, and a freelance SaaS writer. He’s created a community for experienced freelance writers to get support, resources, and a boost of confidence.

In this episode, he talks about how to grow a professional community while keeping it personal, the ways a freelancer can raise their rates, and the importance of finding performance data.

He also shares some priceless advice from a ‘sex tech leader’ that will help you charge what you’re worth.

Michael is most inspired by learning people’s stories, climbing mountains, and traveling with his partner and two Xoloitzcuintles.

Connect with Michael on Twitter and Linkedin.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

The Long Game is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#018: Kitchen Side: How to Talk to Your CMO About Content Marketing

Tue, 29 Jun 2021 12:00:00 +0000

Influencing without authority is especially impactful as a content marketer.

In this episode of the Kitchen Side series, we get into how to talk to your Chief Marketing Officer about content marketing, and general points around marketing leadership.

We cover how to best interact to advance in your career, align with the mission of your company, and to get buy-in for innovative ideas.

We hope you’ll take away tactics to fight uphill battles around outdated methods.

This episode is also for CMOs who want to learn empathy for working with ambitious content marketers looking to make a mark.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#017: Kitchen Side: How Do Growth and Content Overlap?

Tue, 22 Jun 2021 12:00:00 +0000

If you’re new here, Kitchen Side is a series where we take you behind the scenes at Omniscient Digital to hear the conversations, brainstorms, discussions and inner workings of our content marketing agency.

In this episode, we talk about the relationship between content marketing and growth. How do the two functions interact in organizations? Does content play a fundamental role in growth? Or is it separated by metrics or organizational structure? As an agency goaled on performance metrics, we find that the two are intertwined and synergistic. We dive into this and explore solutions to get you more out of your content program.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

#016: Leveling Up in Business and Marketing with Eric Siu (CEO of Clickflow)

david@beomniscient.com (Eric Siu, David Ly Khim) — Wed, 9 Jun 2021 19:54:04 +0000

Eric Siu is the founder of content intelligence software ClickFlow, which helps you grow your traffic while looking like a genius.

He is also the Chairman of the ad agency Single Grain and has worked with companies such as Amazon, Airbnb, Salesforce and Uber to acquire more customers.

He hosts two podcasts: Marketing School with Neil Patel and Leveling Up, which combined have over 50 million downloads to date.

He also speaks frequently around the world on marketing and SaaS.

In this episode of The Long Game, David Ly Khim talks to Eric about his evolution from gaming to business, his thinking behind purchasing a failing agency, and what it takes to get to the top.

You can watch the video of this interview here.

Connect with Eric Siu on Linkedin

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#015: Kitchen Side: Should You Hire Writers or Subject Matter Experts?

Wed, 2 Jun 2021 23:05:00 +0000

Subject matter experts (SMEs) offer a valuable perspective and dose of credibility to any content marketing program. On the rare occasion you can find an SME who also happens to be an excellent writer, it’s the equivalent of hitting the content jackpot. Other times, you have to figure out different ways to leverage the expertise of busy SMEs. So when will a regular writer suffice, and when do you need an expert?

On this episode of Kitchen Side, Alex, Allie, and David put their heads together to break down strategies that are rooted in their own past experiences.

You can find show notes here.

Connect with Alex on Twitter or LinkedIn
Connect with Allie on Twitter or LinkedIn
Connect with David on Twitter or LinkedIn
Check out Omniscient Digital Allie Decker - Head of Content Marketing - Kloudio
Listen to more episodes of The Long Game podcast

#014: How to Build Systems for Content & SEO (+ Advanced Poker Tips) w/ Bernard Huang (Co-founder at Clearscope)

david@beomniscient.com (Alex Birkett, Bernard Huang) — Tue, 25 May 2021 12:00:00 +0000

Is being an entrepreneur like playing a game of poker? Bernard Huang thinks so.

Bernard is the co-founder of Clearscope, an SEO content optimization platform that helps businesses rank with high quality content.

On this episode of The Long Game, he joined host Alex Birkett to discuss how being an entrepreneur is all about placing strategic bets, why learning a new skill always includes sucking at first, and the importance of finding your best fit customers.

If you’re starting a blog, you also won’t want to miss a discussion of the latest SEO developments and why following your passion is key.

Connect with Bernard Huang on Twitter or LinkedIn

Check out Clearscope

Follow Clearscope on Twitter or LinkedIn

Connect with Omniscient Digital on Twitter and LinkedIn

#013: A Fireside Chat with Tim Soulo, CMO at Ahrefs

david@beomniscient.com (Alex Birkett, tim soulo) — Tue, 11 May 2021 12:00:00 +0000

Ahrefs’ CMO Tim Soulo believes in practicing what you preach - and for good reason. Ahrefs is an SEO tool with a powerful content strategy. The popular platform attracts traffic with a balance of keyword targeting and genuinely valuable content. How does Tim keep Ahrefs’ output ranking at the top? By investing in new ideas and top-notch industry leaders to keep his content going. In this episode of Office Hours, Tim and Alex talk about how to win the content ranking game. The conversation touches on topics such as appealing to customer imagination, the importance of learning the SEO ropes, and how to hire click-worthy writers.

Connect with Tim Soulo on Twitter or LinkedIn

Check out Ahrefs

Follow Ahrefs on Twitter or LinkedIn

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#012: Email Marketing Advice from Ilona Abramova (VP Operations at AppSumo)

david@beomniscient.com (Ilona Abramova, Alex Birkett) — Tue, 4 May 2021 12:00:00 +0000

In this episode, Alex Birkett talks to Ilona Abramova who is VP of Operations at AppSumo, and an absolute genius at email marketing and copywriting.

This convo is very different from our other Long Game episodes. First, Ilona and AppSumo are a client of Omniscient’s. Second, Ilona’s a friend and someone who shares Alex’s divergent and semi-ADD tendencies in conversation (according to Alex himself).

Finally, instead talking about content marketing or diving into Ilona’s background, he thought it would be cool to do a live consultation. In this episode, Ilona teaches Alex how Omniscient should be doing email marketing.

If you’re building your email marketing program from scratch or revamping it for more ROI, you’ll find this useful. It’s also just a fun exploration of ideas that also touches upon email marketing best practices that anyone can use to increase the effectiveness of their program.

Look at this as a masterclass on email, as well as a look behind the curtains at what it’s like getting consulted from a master email marketer.

Ilona Abramova is the VP of Operations at AppSumo, a digital marketplace dedicated to empowering entrepreneurs to start and grow their business. Previously Head of Content, she's obsessed with all things written (her speciality is email - & you can shoot her one at ilona@appsumo.com). When she’s not silently correcting people's grammar, she’s traveling the world in search of the best matcha, having long existential conversations, or doing the New York Times Crossword.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#011: Kitchen Side: Finding, Vetting and Hiring Freelancers

david@beomniscient.com (Allie Decker, Alex Birkett) — Thu, 22 Apr 2021 12:00:00 +0000

In this Kitchen Side series we show you behind the curtain at our own agency, Omniscient Digital. In this episode, co-founder Alex Birkett and Head of Content, Allie Decker discuss hiring and managing freelance writers.

They bring their varied experiences to the conversation. Previously, Allie was a full-time freelance writer, while Alex has hired and worked with freelancers for in-house roles as well as for his personal website.

They cover how to find and vet freelancers, how to onboard them and communicate your expectations, and some potential pros and cons of working with freelancers.

Check out Allie's blog for a complete guide on hiring freelancers.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/

#010: Pursuing Excellence & Principles for Running 3 Businesses with Peep Laja

david@beomniscient.com (peep laja, Alex Birkett) — Tue, 23 Feb 2021 11:30:00 +0000

Peep Laja is the founder of CXL Institute (formerly known as ConversionXL, an education platform for marketers, analysts, UX professionals, etc.), Wynter (a platform to test your copywriting and website or product messaging), and Speero (a CRO agency).

Depending on when you met him, you might know Peep as the “CRO guy”, the CRO guy who wears the paper boy hat, the powerhouse blogger and conference speaker, or the guy on Twitter who consistently posts blunt and brilliant insights.

Alex Birkett goes way back with Peep. In fact, he used to work for him! As such he's learned a ton about from Peep about A/B testing, CRO, and analytic, but also invaluable lessons on how to run a business, how to ship quickly, how to demand excellence of himself and others, and how to prioritize what’s important in life.

This conversation between Peep and Alex spans many topics, from tactical tips on how Peep manages his social media and audience building techniques, to his drive and motivation for continually launching and running new businesses.

This interview was done in-person, so excuse the slight inconsistencies in audio since Alex didn’t have his usual podcast set-up. Enjoy and prepare to be intrigued!

Connect with Peep on Linkedin or Twitter.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#009: Building Communities, Teams and Companies through Marketing with Sabel Harris

david@beomniscient.com (Sabel Harris, David Ly Khim) — Tue, 16 Feb 2021 13:00:00 +0000

Sabel Harris and David Ly Khim met through their co-marketing efforts while she was at Contactually, and during David’s time at Hubspot. Sabel has held various roles as Director of Marketing at tech start-ups and she’s built communities, teams and companies.

She was recently elected and currently serves as her district's Advisory Neighborhood Commissioner for District 1B12 in Washington, D.C. Outside of her public office work, she is the Director of Marketing of Demand Generation at EVERFI, an education technology company.

In this episode, Sabel and David talk about balancing two full-time jobs, going to therapy, transitioning between careers, and the skills she’s developed as a Marketer. She gives great insight into what she’s learned, and how to apply them in the tech-realm. We hope you enjoy this conversation.

Connect with Sabel on her website at sabelfordc.com

Twitter: @sabelharris

LinkedIn: https://www.linkedin.com/in/sabelharris/

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#008: Marrying High Caliber Content with a Demanding Publishing Cadence with Tracey Wallace

david@beomniscient.com (Tracey Wallace, Alex Birkett) — Tue, 9 Feb 2021 13:00:00 +0000

Tracey Wallace is currently the Director of Marketing at MarketerHire, an on-demand talent marketplace for pre-vetted, expert marketers.

Previously, she was the Head of Marketing at Eterneva (eternity + eva), the Global Editor in Chief at BigCommerce, and the Senior Content Marketing Manager at Umbel. She studied English, planned on becoming a novelist, and worked in media and journalism directly after college.

Tracey is a world class writer, editor, manager, and networker. She has a contagious buoyancy and optimism, and truly cares about the quality of the work she puts out into the world.

In this episode, Alex and Tracey cover her approach to content, how she marries the perfectionist artists’ desire for purity and craft, with the pragmatists’ need to design systems and automate as much as possible. They also dive into how this plays out in building what she describes as integrated marketing campaigns.

Lastly, she gives practical advice on how to network better and work with influencers. Enjoy!

Connect with Tracey on Twitter or at MarketerHire.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#007: Lessons in Risk, Game Theory, and Winning at Marketing with Bill King

david@beomniscient.com (Bill King, Alex Birkett) — Tue, 2 Feb 2021 13:00:00 +0000

Bill is the Director of Marketing at Frase, an artificial intelligence platform that helps growth teams drive organic traffic and improve conversion rates with integrated SEO and on-site search tools.

Bill is a former professional poker player turned marketer.

He met Alex on Twitter and they've gotten along swimmingly since. They share interests in esoteric matters such as decision theory, game theory, experimentation, SEO & content marketing, meditation, sailing and music.

They both played in bands and seriously considered music as a career.

In this episode, they cover these topics and discuss Bill’s career arch. Throughout this podcast there are a million gold nuggets that you can take away and use to change how you view work and decision making, especially if you’re in SEO, content marketing, or any acquisition related work. Enjoy!

Connect with Bill on his website and on Twitter

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#006: Kitchen Side: How Top Content Creators Build Passionate Audiences

david@beomniscient.com (Allie Decker, Alex Birkett) — Tue, 26 Jan 2021 13:00:00 +0000

This episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital.

In this episode, Omniscient Digital’s co-founders Allie Decker and Alex Birkett discuss how to build an audience and a passionate following.

Jimmy Daly, former Content Marketing Director at Animalz, wrote an article called “Your Blog is Not a Publication”. Most blogs won’t develop a big audience of passionate followers who read every post chronologically, but you can certainly set your blog up to be a reference library that answers searchers questions and converts those who are delighted.

The problem, however, is that some creators and businesses can build audiences and can act as publications. In the best case scenario, your blog acts as both a library AND a publication -- think HubSpot, Intercom, CXL, etc.

In most of our client work, we pursue a Barbell Strategy with about 70-85% of our work being driven by the “library” model. We pursue strategic keywords, build links, and hope to convert searchers on individual posts.

However, building and owning an audience is powerful. You’re able to effectively motivate action, change ideas and perceptions about the market, and coral your fans if you have an audience.

The question then remains. How do you actually develop an audience?

Hope you enjoy this episode of The Long Game podcast.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of

The Long Game.

#005: Kitchen Side: How To Be An Effective Content Marketing Strategist

david@beomniscient.com (Karissa Barcelo, Alex Birkett, Allie Decker) — Tue, 19 Jan 2021 13:00:00 +0000

This episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital.

In this episode, our Content Growth Marketer Karissa Barcelo interviews Omniscient Digital’s co-founders Allie Decker and Alex Birkett about the role of a Content Marketing Strategist.

What does a CMS actually do day-to-day, as well as quarterly and annually? How do they fit into the broader content program and broader marketing organization? What makes an effective content strategist versus an ineffective one?

We cover these questions and more.

From this discussion, Karissa developed The Ultimate Guide to Becoming a Content Marketing Specialist.

In this piece, we break down the role of a content marketing strategist. Whether you want to hire one or you want to be one, this post will give you the answers you need to the most pressing questions:

What does a Content Marketing Strategist do?
What are some of the skills or traits an employer looks for in a Content Marketing Strategist?
What does a typical year, quarter, month, week and day look like for a Content Marketing Strategist?
What are some of the biggest misconceptions about the role?
What are the biggest mistakes Content Marketing Strategists make in their work or strategy today?
What’s the median salary for a CMS today?
Why is the role of Content Marketing Strategist worth diving into in 2021?
What does the future of content marketing look like?

And so much more. Check it out.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game.

#004: Kitchen Side: How to Build a Content Editorial Calendar

david@beomniscient.com (Karissa Barcelo) — Tue, 12 Jan 2021 13:00:00 +0000

The Long Game is a podcast which consists of our long-form interviews with experts and thought leaders on the topics of content marketing operations and strategy.

But this particular series of the podcast is so meta. We call it Kitchen Side. It's an inside look at how the sausage is made at our company, Omniscient Digital.

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.

In this episode, we discuss how to build a content editorial calendar. We talk about how to plan out your content strategy onto a time series and roadmap that your team can collaborate on.

In full transparency, we wanted to write about this topic due to its search volume and its relevance towards our business. As the saying goes, "Those producing enough content to warrant a calendar may very well be a good fit for our business."

To produce a unique article, however, we decided to tap our agency co-founders to get insights and quotes for the article. This episode, in a way, is a glimpse at the research that our content and growth marketer Karissa has done to produce the article itself (with free template).

The Long Game podcast is hosted by Alex Birkett and David Ly Khim who co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#003: Finding Your Creative Sweet Spot with David Kadavy

david@beomniscient.com (Allie Decker, Alex Birkett, David Ly Khim, David Kadavy) — Fri, 8 Jan 2021 20:31:09 +0000

In this episode of The Long Game we interview David Kadavy, author, podcaster and self-publishing coach.

He’s the author of three books: The Heart to Start, Design for Hackers, and most recently, Mind Management Not Time Management.

His podcast, Love Your Work, features both interviews with experts like Seth Godin, James Altucher, and Dan Ariely, as well as solo monologues on topics like the barbell strategy.

If we had to sum up David, it would be a “creator,” or a “clear thinker.” Writing seems to be his preferred medium, but he seems to be mostly interested in ideas and changing hearts and minds, and he’s clearly effective at doing that through multiple mediums.

Alex met David when he stumbled upon an article Alex wrote about the Barbell Strategy with regards to content marketing. They realized they had tons of similar influences and interests.

This conversation dives into his background growing up in Nebraska, moving to Silicon Valley, and eventually to Medellin, Colombia.

We also cover productivity advice for creatives, finding your “creative sweet spot,” anti-optimization, convergent versus divergent thinking and much more.

You can find “Mind Management, Not Time Management” on Amazon.

Connect with David Kadavy on Twitter: @kadavy

Or visit him at kadavy.net

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

#002: Kitchen Side: Behind The Long Game Podcast

david@beomniscient.com (Omniscient Digital) — Sat, 26 Dec 2020 13:00:00 +0000

The Long Game is a podcast we just launched which consists of our long-form interviews with experts and thought leaders on the topics of content marketing operations and strategy.

But this particular series of the podcast is so meta. We call it Kitchen Side. It's an inside look at how the sausage is made at our company, Omniscient Digital.

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.

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.

Listen in on this conversation to hear about each host and their backgrounds (Alex Birkett, David Ly Khim, Allie Decker).

Find out what this podcast is about, who it's for, and how we want to run it.

Without further ado, enjoy Kitchen Side: episode #1, Behind The Long Game Podcast.

Listen to more episodes of The Long Game podcast here.

#001: Content Operations, Automation, and Storytelling with Tommy Walker

david@beomniscient.com (Tommy Walker) — Wed, 16 Dec 2020 16:32:40 +0000

In this episode, we interview Tommy Walker, a content strategy consultant and founder of WalkerBots Content Studios, (formerly at Shopify and Intuit).

He was first propelled into marketing after getting fired from his $12 hour job over a pair of pants. (You’ve gotta hear this story.)

He went on to write articles on a freelance basis, and eventually landed a role at CXL as Editor in Chief. Alex says Tommy has mentored him over the years in everything from content operations and automation, to managing freelance writers.

Tommy says, return traffic is the most important thing. If you never get that return traffic, you are never going to get to the consideration point. Through strategic foreshadowing and backlinking in storytelling, Tommy has mastered a system that interconnects an entire narrative beyond just a single article to get readers coming back for more.

Watch this interview to learn how he marries a systematic approach with storytelling for more successful content marketing.

Alex Birkett and David Ly Khim co-founded Omniscient Digital to help companies ranging from early-state to scale-ups with growth strategy, SEO, and content marketing. Allie Decker, Head of Content, joins the conversation as well.

What are some challenges your business is facing with systemizing content operations? Tweet us @beomniscient

Connect with us on Linkedin.

You can find Tommy on Twitter @TommyIsMyName or at tommyismyname.com

Prefer to read this podcast in blog form? Head here.

Prefer to watch the video? Head here.

The Long Game

Kitchen Side: The GEO Gold Rush Problem

What is Content Engineering?

Kitchen Side: AI Search Tactics, Telemetry and Team Structure

Who Owns AI Visibility?

Kitchen Side: Correlations, Chaos, and ChatGPT

Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)

Kitchen Side: How to Move Fast

Answer Engine Optimization Strategies & Tactics with Nick Lafferty and Josh Blyskal (Profound)

Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Yext)

A Million Tiny Whispers: The Psychology of AI Discovery & Digital PR with Logan Freedman

Kitchen Side: Can vs Should in Automation

Kitchen Side: Boots, Bots & Brand Gravity

Scrappy to Strategic: Erik Episcopo on Building SEO Systems, Navigating AI Shifts, and a Growth Mindset

Kitchen Side: From Traffic to Influence - Marketing in the Age of AI (and AI Mode)

Navigating the AI Hype: The Opportunity for Marketers, Optimizing for LLMs, Specific Use Cases, and Making AI More Accessible

Kitchen Side: Generative Engine Optimization

Kitchen Side: Spryng Reflections, Connection, Community, and Soul

Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt

Molly St. Louis on Creativity, Theatrical Storytelling, and Bold Campaigns

Kitchen Side: Live in New York! - Part 2

Live in New York! - Part 1

​​The Behavioral Science Episode with Erik Johnson

Kitchen Side: Boots on the Ground and the Power of Vocabulary and Depth

Startup Pricing, LLMs, Return of Quality, and Multimedia SEO with Aashish Krishna Kumar (Zuora)

Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist

Sean Ellis on the Evolution of Growth, PMF, and Testing in the AI Era

Alex Talks to Startup Founders About SEO (Founders Common)

Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena

Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM

Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy

Kitchen Side: ChatGPT Search, EOY Planning, and Productivity Systems

Kitchen Side: The Operations Episode with Gray MacKenzie (ZenPilot)

Why Human Expertise Matters More Than Ever in Content with Katie Kelly

Kitchen Side: Working In the Business, Founder Mode, and Avoiding the Traffic Trap

Kitchen Side: Perfectionism vs Experimentation, The Best Career Advice, and What SEO Programs Need to Succeed

Kitchen Side: Marketers Caught in False Consensus Bias and Exploring New-ish SEO Strategies

Building a Company in Crisis and Rethinking B2B Marketing with the RINse and Repeat Framework with Marc Thomas

Kitchen Side: We Get Interviewed by AI Generated Questions

Kitchen Side: Category Domination in SEO and Why Focusing on Inputs is Underrated

Personal Branding, Online Visibility, and Belief Statements with Finn McKenty

Kitchen side: How to Develop an Analytical Mindset

Kitchen Side Episode 200: The Long Game Magazine Pre-Launch

Brand Strategy, Performance Marketing, and Building Engaged Communities with Evelyn Frison

The Flux in the SEO Industry, What Programmatic SEO Will Look Like, and Taking a Calm Approach to Business with Thenuka Karunaratne

Kitchen Side: Identifying Strategy SEO Programs, Untraditional SEO Backgrounds, and We're Hiring a Director of Organic Growth

Digital watercoolers, echo chambers, and big companies who write bad content with Ryan Law (Ahrefs)

The Future of SEO & Ways We Actually Use AI (Kitchen Side)

From Growth Leader to Coaching Growth Leaders, Common Challenges for Heads of Growth, and the State of PLG with Andrew Capland

Algorithms and How They Impact Content, Art, Culture, and Humanity with Kyle Chayka

Product-Led Onboarding, Video-First Content, and AI Repurposing with Ramli John (AppCues)

Enterprise SEO, SERP degradation, and the SEO origins of Healthline with Ethan Hays (Moz)

Modern SEO, Information Gain, and Organic Revenue Attribution with Parthi Loganathan (Letterdrop)

Counterintuitive CRO Advice for B2B SaaS Websites, the Decision to Sell a Business, and Mental Health for Business Executives with Sahil Patel

Product Marketing as a Strategic Role, Differentiating from Competitors, and Iterating on Company Narratives at High Growth Tech Companies with Eve Alexander, VP of Product Marketing at Seismic

Kitchen Side: "Do Nothing," Cope Creep, and Life Lessons from Es Devlin

The Content Ops Challenge, Scaling Great Work, Saving the Internet, and the Risks of SEO-Only Content with David Baum (Relato)

Tactical Lessons in Change Management, the Preeminence of Messaging, and Risk Weighted Growth Portfolios with Alefiya Dhilla

Kitchen Side: The Great Brand Marketing Debate, Snoop Dogg, and B2B Marketers Creating Confusion

Cracking the Code of Intent-Based Marketing: Lessons from Koala's CEO (Tido Carriero)

How Will AI Impact the SEO Profession, User Search Behavior, Businesses, and the Internet? with Mordy Oberstein

Jenn Long on Complex Content Migrations, Keywords as Customer Research, and Content Portfolio Allocation

Blogging is Underrated, Operationalizing Subject Matter Expertise into Content, and Scaling in Competitive Spaces w/ Nate Matherson (Positional)

All About Outbound Sales and Marketing with Ritvij Gautam (Glencoco)

Kitchen Side: Signaling Humanity in a Sea of AI, Revival of Long-Form, and Fake Experts on LinkedIn

Kitchen Side: How Do You Develop Taste?

The Impact of AI on Content, Search, Learning, and More (Learning to Change)

A Growth Executive Explains Brand Marketing, Paid Acquisition, and the Future of Growth with Patrick Moran (Robinhood)

Well I guess this is growing up...

Connecting Dots as a Generalist, Going from Product to CMO, and Lessons Growing in a Mature Category with Shay Howe (ActiveCampaign)

Kitchen Side: Nihilistic Funks, Losing Inspiration, and Google's Helpful Content Update

Back-to-Back Hypergrowth Companies, Growth Lessons from Piano and Classical Music, and Mass Scale Personalization with Olga Denisova

Kitchen Side: Team Offsites, SWOT Analyses, and Selfishness

From Wall Street to Creator, a $645,099 Business Pivot, Principled Marketing, and Combatting Inner Narratives with Khe Hy

Lindsay Tjepkema (Casted) on Doing More with Less, B2B Podcasting, and Human-Centric Marketing

Kitchen Side: Eating From a Smaller Plate (or Bloat is Bad, Actually)

Automating SEO, Getting Executive Buy-In, and Career Growth Through Curiosity with Braden Becker

Kitchen Side: Surround Sound SEO & Optimizing for Generative Answers

Kitchen Side: Lessons Learned Hiring & Tips for Job Seekers

Mis-Using Generative AI in Content Marketing, Improving Content Operations, and AI Becoming Marketers

The Behavioral Science Episode with Erik Johnson