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The "lone ranger" marketer has a lot of ground to cover yet manages it all with a small team. Sue Varty recently interviewed Kathleen Siddell in our latest Interview with Marketers series, and we had the opportunity to learn about the pros and cons, as well as the advantages of being a "lone ranger" marketer. Read all about it on our blog today! https://lnkd.in/gBfWp64f #Marketing #B2BMarketing #Interviews #ContentMarketing

Vidyo.ai has worked so great for me and my team that they contacted me for a short interview to share great tips with everyone else!😱💥 Wanna learn how this tool can help you and your team? Read the article below!🔽 https://lnkd.in/gPEKq-DH

Direct market research is great but it cannot be relied on. You cannot rely on surveys, focus groups or interviews. The ONLY kind of research you can always rely on is indirect. The best way to know what the market wants is to let the market tell you what it wants, what is relevant and intrigues them. Your customers are interested in solving their problems and if you can show them how your product or service will help them solve their problems then they would buy.

The other night, I was watching a coach’s post game interview. But, I wasn’t paying attention to what he was saying. I was more focused on the people behind him. The fans that were awkwardly acting like they weren’t paying attention to the cameras five feet in front of them. The people walking by to leave the arena. I should have been paying attention to the interview, but instead my attention was jumping from person to person in the background. This is what happens when you overwhelm a visitor on your website with pop-ups, chat options, loud imagery, lots of text and competing messaging. It’s overwhelming and defeats the purpose of what you’re trying to do— get your audience to focus on you and what you offer and how it helps them. Take a look at your homepage. Are people paying attention to the interview (your main message) or the background noise? #morningthoughts #copywriting #marketing

💡What's the secret to getting amazing client feedback? (It's not what you're thinking). Silence. No really, you often get the best quality feedback by saying nothing at all. Ask question → Listen to answer → Keep mouth shut. Because then something incredible happens -- You create a void. An uncomfortable silence that your interviewee can't help but break. And so they do. And out comes all the deeper, more emotional problems/aspirations/frustrations. AKA the core ingredients of compelling messaging. Staying quiet doesn't come naturally (It's uncomfortable for you too). But it's a muscle well worth building. I was going to post something else today. But then Charna Ambers tagged me in her post about getting awesome testimonials. So I thought I'd lift the lid just a little but on how I do it. Remember this -- to make the best of your customer interviews (or actually any relationship you have at all): Talk less, not more. #marketing #copywriting #linkedin

Just asking your clients questions isn't enough for valuable content. You need more than that to create something truly engaging and impactful: a personal story, a strong opinion, a relevant study or trend, and a named & claimed framework. Here's a common issue: many interviews end up sounding generic, lacking depth and personality. I remember my first interview with a client for a YouTube video – it was a flop. I stuck to my script, asking the usual questions, and ended up with bland answers. Then, I shifted my approach. Instead of sticking to a rigid script, I aimed to uncover a personal story, dig into opinions, and connect to current data. The results were immediate – richer content that resonated deeply with the audience. This approach works because it turns routine questions into a quest for genuine insights. By asking questions that encourage sharing personal experiences, voicing opinions, and tying in relevant data, you avoid the trap of generic content. Next time, focus on these elements in your interviews. You'll see the difference in the quality and engagement of your content.

How to turn prospects into dreamers (with JTBD) 💭 Jobs-to-be-done is the concept that people buy products to get a job done. Instead of features or benefits, it focuses on your customers’ OUTCOME ➡️ Their “So what?” ➡️ Their ✨happy ending✨ And many SaaS businesses are great at naming outcomes. But. The most obvious outcome isn't always what customers ULTIMATELY want. This is why I love JTBD interviews: Following your customer’s journey. Learning what events have led them to a decision... ...makes you SO much more aware of their *circumstances*. Without further thought, solving their immediate struggle can seem straightforward. Even simple. But customers may have achieved: 💖 much more important & 🌄 more far-reaching outcomes than you’re aware of. These outcomes make for highly effective copy because they tap into your prospect's deeper motivations. Helping them envision the pathway to their dream future self. #jobstobedone #customerresearch #copywriting

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Not every company needs more content. More ≠ better. Better quality = better. How can you get there? Here are just a few ideas. 💡 Interview your customers 💡 Audit your existing content 💡 Optimize existing content 💡 Repurpose existing content 💡 Interview your customers 💡 Repeat When auditing, optimizing and repurposing, you have to know what to look for and what to do. If you need an expert team on your side, get in touch. #contentoptimization #contentrepurposing #contentstrategy #contentwriter

But I'm a print person.   I remember the first time I said that, having just transitioned from my very traditional journalism job at The Washington Post into digital media over at SmartBrief. I was on my first film set, at a SHRM conference. My mission: Interview a dozen #HR influencers and thought leaders in partnership with Monster to raise awareness about our HR newsletter. I overshot the mark — landing closer to two dozen interviews, making a bunch of new friends and losing my voice by the end of the day. (I also got aggressively sexually harassed by one of those so-called thought leaders, right there in front of the camera crew, who did absolutely nothing to stop it. But I'm saving *that* story for the book.)   When I struck out on my own to start Rep Cap, I dabbled in video, but our bread and butter was mainly blog posts, reports, white papers and that sort of thing.    After all, I am a *print* person.   But over the past few years, the content landscape evolved. And so did I. We started producing more and more multimedia: podcasts, explainer videos, social video, you name it. I got intensely curious about the quirks of the YouTube algorithm. I started learning how to use tools like Canva, Descript and Riverside.fm to produce scrappy multimedia on the fly. I forced myself to get really comfortable presenting on live webinars and virtual events.    Apparently, I'm now a *video* person.   And, I believe a lot of other people can become *video* people, too.   So I've taken all that stuff I've learned about producing video as a print person and designed Off the Cuff, our new turnkey video production service for people who know they should be putting out more video content but don't know where to start.   What I'm excited about with Off the Cuff is that it combines our team's good, old-fashioned human interview skills with #genAI to make producing great thought leadership videos as easy as having a conversation.   We’ve been successfully producing these kinds of interview-driven thought leadership videos for clients as part of our content retainers for a while. But Off the Cuff makes this service accessible for my solo thought leaders: ✅Execs who want to work on personal branding ✅Entrepreneurs ✅Professional speakers ✅Authors You know, all my favorite people!   I've dropped a link the comment with details, including a walkthrough of the process, pricing and more.   🌠I'm giving away 3 free sessions in June, so if you know someone awesome that should really be making videos, nominate them in the comments!🌠 Devon McGrath James daSilva Jane Adora Mitchell Clare Chiappetta, aPHR Michael Thibodeaux Katherine Pearl Krista Savana Tyler Durrett Vanessa Orellana Samantha Morgan Arvid Cristina Nikki Carter Kristen Benford Jacob Beauchamp #contentmarketing #thoughtleadership #videomarketing #b2bvideo