This podcast is for small business owners and freelancers of all types (including authors, writers, and other creatives). It’s about how to build an online audience without all the “icky” marketing. It’s a much more ethical, “soft touch” approach.
I’ve published 200 episodes since July 2015.
Read Me Out…?
Contemplating the future of this podcast. Should I keep going or would you rather just “Read Me Out?” Give a listen and let me know. The song is available in all streaming platforms.
The Only Three Platforms That Will Help You with Organic Reach
Of the major platforms, there are only three that are motivated to help you put you in front of new people right now. Given how difficult is is to build an audience, should you accept the help and try one of them?
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Maintaining Control of Your IP
If you hire an outside agency or freelancer to create or publish content, are they up on how to manage and protect your IP? Here’s a cautionary tale that comes up far too frequently in my work with clients.
I’m Leaving
Good or bad, transitions are the interesting parts of life. And I’m definitely in a transitional period at the moment. With that, here’s an announcement…
A Discount Is Not a Gift
The nuances matter. Even if you’re genuine about it, are you unintentionally signaling that you’re not trustworthy? I hope not. I also explain why I haven’t been publishing as many episodes lately.
2 Ways to Get 3 Points
The NBA is back as of last week, and it got me thinking about a metaphor that we can apply to our own work. What’s your style of play?
Right to a Response
When someone sends you an unsolicited email, do you owe them a response?
I Love Your Blog Post
My blog can’t be this great, can it? If I were to listen to the lies of scammers, I might start to believe that my blog is a must-read. I sincerely doubt that’s true though.
The Digital Representation of You (Episode 200)
I describe my work as creating “The Digital Representation of You.” In 200 episodes of this podcast, in my client work, and my new project, Consider the Source, I am rooting for your best ideas to make a positive impact on the world.
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Three Marketing Quiz Types and Their Applications
There are 3 different types of quizzes that you can use in marketing. Let’s look at the practical uses of each type and how to set goals, choose question types, and deliver meaningful results.
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No One Cares About Us
Social media is a lie. It promises a podium. But instead, it hires you to be unpaid labor. Can you still get something out of it? Sure, but we have to see through the misconceptions to find a smart strategy.
Designing the Perfect Quiz for Lead Generation
Like anything in content marketing, a marketing quiz has to be well-designed, well-constructed, and well-presented in order to be effective. Here are the 3 steps to create an effective marketing quiz.
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LinkedIn Is a Tough Scroll
Scroll through LinkedIn, and it’s cringe after cringe. A never-ending stack of performative, self-aggrandizing humble brags. It’s done in earnest, I’m sure. But in expressing our genuine excitement, is it coming off the wrong way? Let’s audit my feed.
How to Ruin a Good Customer Relationship
It takes years to build a trusted relationship with a customer. It takes one bad decision to lose it all in a split-second.
Four Principles of an Effective Marketing Quiz
A successful marketing quiz serves the user first and foremost. How do we design a quiz to solve a customer issue and think beyond just generating leads?
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Why Quizzes Are Good for Content Marketing
People like to talk about themselves. Let them. If you can open the conversation, you can start building the trust that you need to ultimately lead a customer to choose you.
The Ambient Awareness Test
There’s one question you can ask to find out if your messaging is getting through. I call this The Ambient Awareness Test.
Stop Mimicking What Marketers Do
How will we get our good ideas across if we are turning people off in the way we present ourselves to the world? Are we inadvertently giving people the wrong impression?
Finding Your Media Fit
Your “media fit” is at the intersection of 1) what you can produce and 2) where your audience congregates. Given that, what’s the best platform for you and your brand?
Using a Podcast to Create an Audiobook
With a little planning up front, you can use your podcast to generate an audiobook: A new format you can sell for minimal ancillary effort.
Promoting and Syndicating Your Podcast
In promoting your podcast, it pays to be efficient. Automation is a key part of this, in syndication, social promotion, and email marketing. Here’s how to get set up.
Setting Up and Launching Your Podcast
Launching a podcast is different than a blog. Here’s how to do a proper launch to take advantage of Apple’s “New & Noteworthy” category.
Scripting and Recording Your Podcast
Anyone can start a podcast. What would yours be like? Let’s take a look at what it would take to get started, including a show concept and format, a USB mic, and free recording software.
Podcasting as a Strategy for Writers
Podcasting offers the ability to create a virtual “rolling book tour” to find new readers and turn them into fans. It’s simple to set up and run this strategy, even if you’ve never worked with audio before. Here’s an overview.
Why Black Lives Matter Is Such a Powerful Slogan
Looking at it through a media lens, Black Lives Matter is precise and powerful as a slogan. It’s direct, efficient, and airtight as an assertion. Let’s unpack the phrase to understand why it works so well.
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Empathy, Energy, and Ethics
A self-audit is not a bad thing to do, whether you are starting a business, freelancing, or seeking a job.
We Need Marketing More Than Ever
If we want to make change in the world, our best ideas need to be expressed with clarity, empathy, and a genuine desire to form a real connection.
Creating Urgency: Online Store Strategy 201
Time is running out! Perceived urgency can be a strong motivator to make a purchase. Here’s how we can carefully use urgency as a strategy, and why this is an advantage for small businesses over larger competitors.
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Employing Scarcity: Online Store Strategy 201
When a customer is ready to make a purchase, there are only two strategies you can use to gently influence them to complete the sale: Scarcity and urgency. Here’s a rundown of all the ways to use SCARCITY to up your conversion rates.
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Making the Sale: Online Store Strategy 201
Your online store is the last and most important point in the customer’s journey. In the first episode of this 3-part mini-series, I cover how to set up your store site, optimize product pages, and gather the data you need to make smart strategic adjustments.
When to Use Facebook Ads: Social Strategy 201
There are two cases where it really makes sense to run a Facebook Ad. But it cannot be a standalone strategy. Let’s look at what needs to be set up before you start running ads or boosting posts, so that you don’t spend your money on useless “eyeballs.”
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Small Groups vs. Large Followings: Social Strategy 201
In Episode 168, I question the concept of getting a large social media following. Large numbers of “eyeballs” often don’t do us much good compared to the tight connections of smaller groups to cultivate an ardent community of supporters.
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Measurement and Iteration: Social Strategy 201
By treating our marketing efforts like an experiment, we can set metrics, collect data, analyze the results, and then make the necessary adjustments. Episode 166 is about how to put a simple plan in action to get better results from your social campaigns.
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Rethinking Our Social Media Interactions: Social Strategy 201
The algorithms are working against us now. Episode 165 offers two strategies to adapt to the new, more restrictive world of social media marketing: How to do an end-run around the algorithms, and three steps to lean into what is still the best part of social.
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Social Is Not What It Used to Be: Social Strategy 201
The glory days of social are over. Free organic reach is a thing of the past. What used to work is no longer effective. So, are there still ways for us to use social media to build relationships with an audience without having to pay-to-play? Of course there are.
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List Hygiene and Maintenance: Email Marketing 201
You can’t do good email marketing without maintaining a clean email list. Good list hygiene not only helps you save money, but it also helps you increase your open rate and click rate.
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Intermediate Automation: Email Marketing 201
Automation is key to today’s email marketing. Let’s take a look some more advanced automation techniques for when you are ready to go beyond a basic email newsletter strategy: RSS-based sequences and nurture sequences.
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Basic Automation: Email Marketing 201
Adding a little bit of automation to your email marketing strategy can help nurture “cold” leads without a lot of extra hands-on effort. Let’s look at two basic automations when you’re just getting started: Welcome sequences and follow-up sequences.
List Segmentation Strategies: Email Marketing 201
Good list segmentation in email marketing lies at the intersection of what’s meaningful to your audience vs. what’s important to you. If it’s one or the other, it won’t work as effectively. In practice, there are 3 distinct ways to segment your email list.
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Be a Part of the Community You Serve
Participation is a signal. When you are a part of the community that you aim to serve, it shows that you’re invested. That it’s important to you. That you care. Not only is it a way to develop trust, but it can also help you see emerging trends in your sector.
Content Marketing Has Changed
Have you noticed that social media is not as effective anymore? That your website traffic is down? That people aren’t opening your email newsletters as much? Content marketing has changed – a lot – over the past 5 years alone.
Repurposing Content: Blog Strategy 201
Repurposing content is one of the best ways to get more out of your blog as a small business. With some careful planning up front, you can think a few steps ahead and save yourself time – while building a set of content as a valuable business asset.
Building Anticipation: Blog Strategy 201
Building anticipation is a terrific technique for getting readers back to your site. Producing a blog series is a great way to achieve this. It has the added benefit of an SEO boost around one of Google’s strongest ranking factors as well. There are two strategies that I use.
Optimizing for Search: Blog Strategy 201
Each post you publish is an opportunity to get found by a future customer. Let Google help you. Optimizing for search is one of the best things you can do for your business blog, and it should only take an extra 5-10 minutes for each post. Episode 151 goes step-by-step through my SEO Treatment Plan.
Ethical Marketing Is Not an Oxymoron
Aggressive marketing tactics might have been effective in the past, but today’s consumers are more savvy. They see right through the lies, deception, and whitewashing. Ethical marketing is the only way to set yourself apart – to treat your customers with respect.
Creating a Pathway to Purchase: Web Strategy 201
What happens when a visitor arrives at your site? Do you have a pathway set up to guide them from that first visit through dozens of points of contact until they become a customer? If this isn’t all set up in advance – Web, blog, social, email, and online store – there’s little point in getting traffic to your site.
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Beyond Getting Traffic: Web Strategy 201
We are obsessed with getting traffic to our websites. I want to challenge that concept, because let’s face it – random traffic doesn’t do that much for you. Web Strategy 201 is getting beyond just “traffic” as a goal and making your site much more active in the sales process.
More Than Just a Showroom: Web Strategy 201
Competition on the Web is tough. You can’t just hang your shingle and expect people to show up. A basic website isn’t good enough anymore – it needs to function as a PATHWAY for prospective customers. Here’s how to make your website carry more of the sales load for you.
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Content Marketing 201: Beyond the Basics
Have you noticed that some of the basic strategies behind your website, blog, social, and email marketing have started to lose some of their effect? That’s because content marketing is now mainstream, with everyone relying on the same set of tactics. Time to level up with Content Marketing 201.
The Internet Is One Big Rickroll Now
The promise of the Internet has been ruined by advertising. There is no article you can read, video you can view, or social feed you can scroll through without being interrupted by some advertiser’s desperate attempt to steal your attention. Every time I experience this, I feel like I’ve been Rickrolled.
The One Word That Diminishes Your Work
People don’t mean to diminish your work, but that’s exactly what they are doing when they use this one insidious little word. It undervalues your expertise and experience by making it sound simple – as a way to sell you on doing something, paying you less than you’re worth, or not paying you at all.
Build, Connect, Optimize: The Three Stages of Good Marketing
A solid marketing plan has three stages, depending on the growth cycle of the business. In the season finale of Marketing Without the Marketing, I take a look back at the past year and how this has influenced my most recent projects.
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SEO and the User Pathway
SEO always starts with a simple query. But it doesn’t end when the user finds your site. For SEO to be truly effective, we need to set up a pathway to serve the user more than once so we can build trust over time. And of course, this needs to be set up and ready to go before the first visit.
SEO Is More Than Keywords
Yes, keywords are important to SEO. But when you boil it down, SEO is about providing relevant, useful content to your human users. Google is able to measure what happens once the user gets to your site. Is it a good experience, or are there things you could be doing better in serving your users?
SEO: Write for Humans First, Robots Second
Google’s Web crawlers are assessing your website with every interaction. Are people getting what they need from your site? It turns out that when it comes to SEO, what’s good for humans is good for robots. Let’s look at some of the biggest factors that affect your ranking and how they are in tune with the human side of marketing.
SEO: Understanding the Google Algorithm
What is Google looking for in your content? While they are famously secretive about their search algorithms, Google reveals important clues with each major update. Let’s take a look at the key search factors and how to apply them to your SEO strategy.
SEO Is About Serving People (not Google)
People are at the heart of your SEO efforts. So let’s look past the keywords, page rank, and site traffic for a second and focus on the real point of SEO – connecting with your potential customers. SEO is about building the apparatus to find the people who are already out there asking for your help – and the pathway to deliver that help.
SEO Is a Key Part of Any Marketing Strategy
SEO helps you tackle one of the most difficult parts of any business – finding new potential customers. What’s more is that Google will help you do this for free. Episode 135 is an overview of why it’s worth the effort to learn even just a little bit of SEO so you can take advantage of its marketing power.
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What Is SEO and How to Unlock Its Power
Teaching is how we form a connection with a future customer. SEO is simply a signal that someone wants to learn – with a distinct data “signature” that offers clues about what they want to know. From there, it’s up to us to use that data to put ourselves in the best position to answer that question. Episode 134 is an overview of how to do that.
SEO: A Different Approach
SEO is one of the most important factors in any marketing strategy, so it’s worth the effort to learn the basics. It doesn’t have to be complicated, and anyone can learn it. Episode 133 is an introduction to my approach to SEO, and the start of a new series to teach you all the nuances of a good, sound SEO strategy.
Charting Your Own Path
The challenges you face in starting a business are different than any other thing you’ll do in your career. Episode 131 is a summary of my 10-part series about the early days of my small business – my strategies, successes, and mistakes – so that you have somewhat of a roadmap in your own journey.
Productizing Your Knowledge
If your business involves teaching or training, then you are in a good position to create “knowledge products” out of your expertise. Whether you sell these “outputs” or use them for customer acquisition, a little planning up front can help you work towards something bigger in your content strategy.
Building Your Email List
Email is your conversion instrument. It’s 40 times more effective than social media in this regard, so building your email list is one of the most important things you can do for your business. It pays to get started early, with a plan for segmentation and some simple automation as well.
Producing a Podcast: Pros and Cons
Have you ever thought about starting a podcast? It’s a great marketing tool, which is why I’m a big proponent of podcasting. Let’s take a look at the criteria for deciding whether or not it could be a good strategy for your business in particular.
Creating Effective Cornerstone Content
Cornerstone content supercharges your efficiency. It not only carries some the sales load, but it’s good for SEO too. With a little investment of time up front, it can pay dividends for years to come. Let’s look at why cornerstone content is so important, what it can do for your business, and a simple guide for how to get started.
Making the Fear Disappear
We all start out scared. But in order to be successful, you have to learn how to quiet the voice of fear in your head. It takes time, but making the fear disappear puts you in a position of power. You make better decisions, attract better customers, and produce better outcomes.
Surviving the First Few Months of a New Business
In the early days of a new business, structure is critical. Otherwise, how can you be sure that you are spending time on the right things – and that you are building something that your customers want? Episode 124 is about testing your initial assumptions to make sure you’re on the right track.
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Finding Mentors and Models
What makes a great mentor, and more importantly, how do you know who will be the best mentor for you in particular? Here’s a rundown of the key things to look for – and key things to avoid.
Day 1 of Your New Business
The sooner you start interacting with and learning about your audience, the better. This starts on Day 1 of your new business – it’s too important to let it wait. A side benefit is that it gives you a system and structure for creating worthwhile content to serve your audience. Let’s take a look at exactly how to do that.
So You Want to Start a Business?
There’s so much to learn when you are starting a business, and the challenges that you will face are as unique as your own fingerprints. It will be up to you to chart your own path, but it helps to have a map. That’s why I created this 10-part series, taking you through my process as I built my own business.
Creativity Is a Business Imperative
You can draw people in with your creativity. Or you can repel them with annoying ads. We have a choice, and my strong belief is that the storytellers and artists will win, while the aggressors and interruptors will lose. Let’s commit to making every interaction with your audience either educate, inspire, enlighten, or entertain.
Repurposing Content to Create an Online Course
In today’s world, the selling process really is about teaching. Here’s my method to streamline the process of creating a online course that you can use for customer acquisition, customer on-boarding, or just to “productize” your knowledge and create a new revenue stream.
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Repurposing Content: The Downstream Method
If you’re not repurposing blog content for your social posts, you are missing a huge opportunity to save time and effort. In this week’s episode, I cover how to reuse the meta description, the post excerpt, and the post content itself so you can streamline your social media activities.
Repurposing Content: The Upstream Method
Have you ever thought about writing a book, but can’t find the time? In this week’s episode, I lay out my entire blog-to-book process – from planning to execution. It allows you to achieve two goals at the same time: Completing a large project and building an audience while you do it.
Repurposing Content Across Different Contexts
Marketing is getting highly personalized. Each channel is its own community, which means that one “message” won’t cut it anymore. Let’s look at the ways this affects how you repurpose content across different channels, in different contexts.
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Repurposing Content Across Different Formats
Are you repurposing blog posts into email newsletters? This and other strategies for making more than one use out of your content can make you much more efficient. Here’s how to do it safely and effectively.
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Repurposing Content Is a Part of Any Content Strategy
Are you making multiple uses of blog posts, press releases, and emails to customers? With a little planning up front, content strategy helps you think a few steps ahead and save yourself valuable time – while building a set of content as a business asset.
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How to Syndicate Content Safely on Medium
Have you been reposting your blog content on Medium? It’s a great way to extend your reach, and with Medium’s new “Import a Story” feature, it’s incredibly easy – and 100% safe for SEO. In this week’s episode, I give a quick overview of how to incorporate this into your content strategy.
Content Syndication: Safe SEO Practices for Your Blog
Duplicate content is bad for SEO – or is it? Content syndication, done properly, is not only safe – but encouraged. There are 4 methods for syndicating content, two of which I endorse for a clean and effective content strategy.
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The Four Principles of Teaching Your Customers
Do you like to be sold to? I don’t. “Push marketing” can only generate awareness. While awareness is important, it’s only Step 1. Trust comes when you try to teach your customers instead – bring some value to them instead of just pushing product on them.
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Producing Content to Educate Your Customers
When you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about – and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher?
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The Social Media Strategy Series: Wrap-Up
Social media for business is more than just Facebook, LinkedIn, and Twitter. In the season finale of “Marketing Without the Marketing,” I give a top-level blueprint of a cohesive social media strategy that maximizes impact and efficiency.
LinkedIn Pulse for Business: Baseline Strategies for Personal Branding
While LinkedIn Pulse is a low-commitment way to get started with blogging for business, you really need a strategy to get the most out of it. Here are two distinct game plans for you to consider: Which one is worth the time investment?
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Periscope for Business: Using Live Video as a Marketing Strategy
Have you tried using Periscope for business – or any other live video app? There are a lot of advantages for brands, and companies are getting really creative with it. Let’s have a look at whether or not live video will be a good strategy for you and your business.
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Facebook Groups for Business: A New Approach to Marketing
With organic reach down to 9% or lower, Facebook has become purely a pay-to-play platform for businesses. Facebook Groups are the exception, and may be one of the most powerful marketing tools available. Here’s my strategy for how to build and nurture an audience of super-fans.
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Twitter Ads for Business: An Underrated Marketing Strategy
Social media is a great starting point to drive awareness of your business, but let’s face it – there’s a ton of noise out there. One strategy that can help: Twitter Ads. If you haven’t tried ads yet as a part of your content strategy, here’s a quick guide to getting started.
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Medium for Business: The Benefits of Social Blogging
Medium has a ready-made audience and a algorithmic feed mechanism to get you in front of an audience that’s different than your own blog. Here’s how to coordinate the two – your blog and Medium – into a coordinated and effective strategy.
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Facebook Ads for Business: Taking Your Social Strategy to the Next Level
A lot of businesses are using Facebook – but not a lot of them are using Facebook Ads. With the right strategy, you can get a huge awareness boost for your product or service, targeted to the right audience. Listen to the episode for some starter strategies and other considerations.
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Pinterest for Business: Are You Missing an Opportunity?
Pinterest is still one of the most popular social media platforms, and it has been evolving into a great marketing tool for small businesses. Here’s a “starter strategy” to get you up and running and taking advantage of their new business-friendly features.
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Instagram Stories vs. Snapchat for Business
Instagram and Snapchat are each powerful social platforms that can help you construct a visual narrative around you or your business. But each have specific limitations as well. Here’s a quick comparison so you can make a decision for your business.
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Snapchat for Business: How to Nurture Your Audience
“Should I be on Snapchat?” It’s one of the most frequent questions I get from small business owners. There’s a lot of excitement about this new and unique platform—and a lot of hype. Let’s look at the considerations so you can make a good decision for your business.
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Instagram for Business: Brand Storytelling with Images
Instagram is evolving quickly, and becoming more and more business-friendly with analytics, ads, and more. But is Instagram right for your business? In Part 6 of the Social Media Strategy Series, I look at some of the factors to consider and offer some basic strategies to get started.
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YouTube for Business: Where the World Goes to Learn
YouTube is still the king of video, despite powerful challenges from Facebook and Snapchat. In Part 5 of the Social Media Strategy Series, I talk about how YouTube might fit into your overall content strategy, including how to monetize the platform.
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Facebook for Business: Optimizing for Organic Reach
Just because today’s Facebook is an advertising platform doesn’t mean that it’s the only method to get success out of the platform. Let’s look at how Facebook’s algorithm works and how to optimize for as much “organic reach” as you can get – without paying for ads.
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LinkedIn for Business: Taking It to the Next Level
LinkedIn is the focus of this week’s episode of The Social Media Strategy Series. Are you getting the most out of the platform, or are you still treating it like an online resume? Now that LinkedIn is owned by Microsoft, should that change your strategy with the platform?
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Twitter for Business: Is It Right For You?
Is Twitter right for your business? Only you can decide whether or not it’s worth the effort. But to help you make a good business decision, here’s a rundown of the strategies that I use as a part of my own content strategy.
Me as a Customer
Today’s consumers are savvy. Before a purchase, they’re going to research you, read reviews, and ask their friends about you. They’re going to make determinations about you – even before the first “touch.” Are you set up to influence the process? Let’s take a look.
You as a Customer
How do you behave as a consumer? What’s your evaluation process for a new product or service? Looking at your own process may offer some insight into how you present your offer to your customers and prospective customers.
How to Get Past Writer’s Block
If you’re running a business, you don’t have the luxury to succumb to writer’s block. Your content strategy depends on consistency, so you need to keep things moving. Here are a couple strategies that I employ, and I hope they will work for you too.
Getting Started on Your Book Project
Any book project is a daunting task. It’s simply too much to comprehend all at once. Here’s how to assess and organize the content you have, make some key decisions, and actually get the process started.
Why this podcast?
In the 10+ years of running my own business, I’ve learned a lot about how to best serve my clients. Content strategy encompasses a very wide range, so I provide a wide array of services. After all, each client is different.
But they all have one thing in common: My clients are building an audience using content. They are usually small business owners, freelancers, writers, or creatives. In other words, entrepreneurs of all types.
I help them with everything from strategy to tactics. Setting goals based on clear business objectives, building a strategy, and then executing it. Everything from writing, production, and deployment to measuring the results and iterating.
The purpose of this podcast is to show you how that’s done. I give you an overview of the principles behind content strategy to get you thinking about your own business – and I include questions and issues that come up in the real world working with real clients.
Subscribe now!
I publish a new episode about every other Monday. Get a brief email reminder (weekly or monthly).
Available (nearly) everywhere!
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Lastly, please leave a comment or review – and most of all, ask questions! If there’s something I didn’t cover, let me know. Or maybe your question will even be the topic of the next episode!