As marketers, it’s our jobs to cut through, solve a problem for a customer, and have our message heard. Getting the right message to the right audience is therefore crucial. In this session, we’ll investigate that. Simple as.
First we hear from Andy, who gives us a tactical view on how to build your content out using a 6 stage process. Then, we hear from Martyn on a huge opportunity that so many of us are missing.
(Write up found beneath video)
TIME SAVING TIPS THAT HELP YOU PRODUCE CONTENT
Content creation, templates and snippets
Typically we all try to create our content from scratch but have no idea where to start. Andy suggests putting a few templates together, or snippets for content you might use regularly. This acts as a great starting point when your creative juices have all dried up.
As an example, say you’re going to write an article. What’s the headline going to be? It needs to be something that your audience is interested in. Use a tool, Answer The Public would work in this case (we explain further down how ATP works). You’ve got the information, what type of article is it going to be? A “How To”, a “What Is”, a list? What’s the goal of the article? Mailing list sign-ups, buy services, download an e-book? You’ve now got something to work with.
List these questions and answers in a document, along with all other relevant Q&A’s to refer to when you’re next feeling the creative drought.
If you ever come across a great article, or piece of information you feel you could adapt for your audience, save it in a document. It doesn’t even need to be the entire piece of content, a link and title will do. Use it to fill in those blanks.
Repurpose old content
Content should never become old content. If you published a blog post last year and the subject matter has become relevant again, repurpose it by turning it into an infographic or a podcast. If that’s not your thing, then you could even just update the information it contains, maybe try a catchier title? Get creative with it, you might be surprised with the results.
THE 6 STEP CONTENT PLAN
Step 1: Customer
To start out you should be looking to identify whether you’re in a popular space of the market or not. Are people searching for your keywords? If so which of those are returning the most results. Knowing these answers will ensure you’re not wasting your time, or money, on irrelevant search terms.
Step 2: Context
You know the short term phrases your audience are searching for, but what sort of questions are they asking? I.e. What do they really want? The answers to these questions will help you identify trends which you can build a structure around for your content. It will also identify the best ways of reaching your audience.
Step 3: Creativity
It’s time to give your audience what they want. You’ve got the information, now you need to consider how you’re going to present it to them? A blog post? Graphic? Video? Experiment with different types of content to find out what your audience is more receptive to.
Step 4: Collaboration
“The best implementations of social content are the ones that involve a team”. A lot of companies have one person delivering all of the content, but there are so many ideas across a broader business that don’t get heard. Look at creating a ‘content hub’ to empower other members of your business to submit ideas to.
Step 5: Channels
You’ve identified the trends, you’ve created the content for them, now it’s time to start rolling it all out. This is where you need to be structuring your calendar. You don’t want to be sending out content for one trend with hashtags for another, it won’t make any sense and it will make you look silly.
Step 6: Calculation
Congratulations, your content is now out there for everyone to see, your job is done! The truth is, your job is far from done. The research and the analytics side of a content plan is by far one of the most important roles. So far you’ve used information from external sources to guide you in the right direction. Now you’ve got your own information, from your own audience. That information should be utilised to refine your processes, catering to your audience.
Uber Suggests (Customer)
By running your keywords through Uber Suggests you gain access to a plethora of information, such as; search volumes, trends, click through rates, average cpc’s and even ratings for the competition difficulty. Not only that, it also gives you suggestions for other relevant keywords as well as the questions people are searching for answers to.
Keyword.io focuses on more specific, long-form search terms. For example if one of your keywords was “coffee shop”, you could run that through Keyword.io and you might get results like “coffee shop menu” or “reusable coffee shop cups”. It allows you to go a little more in-depth.
Awario is an incredibly useful tool for helping you understand your competitive landscape. It allows you to pit yourself against your competitors and see what they’re doing in your space. You’ll have access to information such as share of voice across different channels, how your reach compares and even which influencers are driving your competitors. From this you can derive what channels your competitors are strong on and where you need to improve.
Answer The Public (Context)
Answer The Public allows you to identify trends in your market. It takes your keywords and mind maps all of the trending search terms surrounding them. Questions, prepositions, comparisons, it’s all at your fingertips for the taking. Export this to an excel file and you’ve got months worth of content to be playing with.
Google’s “People Also Ask” (Context)
Simple but effective. If you search any of your chosen keywords/search terms in Google, it will return a “People Also Ask” section. The questions listed here are the most up to date and relevant pieces of information being searched for.
Display Purposes (Context)
Display Purposes is used for hashtag research. All you need to do is enter one of your keywords and it will give you 30 hashtags from Instagram, organised in terms of relevance and popularity. Hashtags will help your content reach a wider audience.
It’s the same idea as Display Purposes but returns the hashtags from Twitter.
Days Of The Year (Context)
National days. No matter what your view is on them, they’re a brilliant tool to help brands drive additional reach. If you’re planning your calendar ahead then we it’s worth checking out Days Of The Year to see what days you can jump on the back of. Andy does mention that you should avoid shoehorning your brand into days that aren’t relevant, it can come across as being very insensitive.
Google Alerts (Context)
Another simple yet effective tool from Google. By searching “Google Alerts” you can set up a daily email digest for the most relevant news in your industry.
A video creation tool that allows you to create short effective videos in an incredibly simple way, Andy says “Think Canva for video”. It offers stock video options and compiles all creations at the perfect frame rate for social media. The paid version also offers a very powerful feature whereby you can upload a blog post, and Lumen5 will turn it into a simple 10 second video picking out the key points.
If you’re not proficient in Adobe creative suite then you should definitely check out RelayThat. It makes graphic design incredibly simple, by offering an extensive selection of design presets that are perfectly sized and optimized for every possible channel you could wish to post to. It could save you hours of graphic design work.
Your content hub, calendar and analytics platform. If you’ve planning on following Andy’s content plan then ContentCal is the perfect tool to tie everything together. You can create and store templates and snippets. You’ve got the content hub for curating and storing your information, this also allows for collaboration. You can categorize your content to split it into different channels and it keeps a track of every post you fire out from it’s calendar. There are a whole range of metrics for you to delve into, to help refine your content strategy. We could go on forever about the features ContentCal offers, but we think you should just go and check it out for yourself.
Andy has part of the ContentCal, the content creation and publishing tool, since 2016. Over this time Andy has seen the company grow from 0 to 40,000 customers. More importantly than the achievement is how they’ve achieved it. Andy from the beginning has pursued a long term strategy of supporting communities, providing top level content, and being an all round good chap.We feel lucky to surround myself with so many lovely people with The Marketing Meetup and we firmly count Andy as one of these. On a personal level – the man gives top quality hugs, and is a joy to be around.
Martyn quite simply is one of the most amazing humans we’ve had the pleasure of meeting. You need look no further than his email signature to see he’s a busy man too. Martyn is the Co founder and CEO @ purplegoatagency.com, World Changer @ martynsibley.com, Inclusion Captain @ disabilityhorizons.com, Author @ ‘Everything is Possible’ (on Amazon), Presenter and Speaker and a Adviser to various Governments/Businesses/Charities. More importantly than this, Martyn for us encapsulates a human being who’s positivity, spirit, and good humour lights up every room he enters.
Joe Glover 0:05
It’s the start of season two. Oh my god, it’s the start season to write amazing. Thank you all so much for being here. And while I’m blabbing away if you want to write in the chat box, where you’re watching from in the world, and then I think that’ll be really wicked to sort of see everyone and where you’re all from. So please drop a note in the chat box and say, Wait Well, today I’m super excited to welcome to bloomin wonderful human beings to open up season two. We’ve got Andy Lambert, who’s the Director of content cow, and Martin Sibley, founder of purple goat and about 400 million other things. Both Andy and Martin up previous marketing meetups speakers. Andy has spoken in London, Martin Cambridge. So basically, you know that right here today you are getting to pros. And to speak briefly about each Andy’s been part of the team at content cow, the content and content creation and publishing tool since 2016. Over this time, and he’s seen the company grow from zero to about 40,000 customers, which is, frankly ridiculous. And more importantly, though, than the achievement of 40,000 customers is how they’ve achieved it. And the from the beginning is pure to long term strategy, supporting communities, creating incredible content, and more importantly, just being an all around really great chat. I feel lucky to surround myself with so many lovely people with a marketing meetup on a regular regular basis, and I firmly count Andy as one of these people on the personal level. manlet gives a top quality hugs, and it’s just the joy to be around. And then there’s Martin. Martin is quite simply one of the most amazing humans I’ve ever had the pleasure of meeting. You need to look no further than his email signature to see he’s a busy man to. Mine is the co founder and CEO of purple NGO, world changer as in just by being himself, inclusion Captain at disability horizons. Author of everything is possible, a presenter, a speaker, and an advisor to various government agencies, businesses and charities. I mean, that’s that’s pretty impressive. See, more impressive, more importantly than this, Martin for me encapsulates a human being whose positivity spirit, and good humour lights up every room he enters. He’s just an all around legend. In Season One, I started each session laying out why each session was ready Right now, specifically in the COVID context, for this one, however, it’s always been important. as marketers, it’s our job to cut through to solve a customer problem and have our message heard. Getting the right message to the right audience is therefore crucial in this session will investigate just that. It’s as simple as that. And the session will run with a presentation, and then we’ll have q&a afterwards. Although if you do have your questions, whack them in the q&a right now or throughout the course of the session, because we’ll be addressing them at the end. And we’ll be just taking them from the top. So like, literally, just get them in, and then we’ll we’ll be answering any questions as we go. As ever, I just encourage you to stay positively lovely with your questions. And finally, I just want to thank the sponsors. And we started season one in a position where we’re like, let’s reinvent the marketing meetup in such a way where we can make Make sure that people get on board. With season two, we start with incredible sense of momentum. And that momentum is enabled through the sponsors getting behind us. So it’s truly so important that we just take the time to sort of appreciate them. I’m not going to go into a huge amount of depth here because I’ve spent some time in the pre email and I will do in the follow up email. So it’s highlighting what these folks do. But I do want to say a big thanks to pitch content, cow fibre red gate, came with Martin college me do brand further third, light and human. My only ask is thank them for help for helping us out. That truly appreciated. You may have heard my dog making the big stretch down there as well. While that was going on, he sat my feet so sorry if there’s any snoring. So with all that said, Andy, Martin, it’s over to you, chaps.
Andy Lambert 4:58
Thank you very much, Jay. Yeah, thank you, everyone for taking the time this morning, massively appreciated. So I’m going to go ahead and just start sharing. And we’ll dive right in, because we’re going to keep this pretty fast pace as it’s our past eight in the morning in the UK. So we’re going to dive right in. And this presentation is in two parts, as Joe already mentioned. So the first part is the more kind of nerdy tactical content strategy orientated thing. So I’m going to take you through the step by step process of achieving what we term here at content House of content driven growth. That’s that’s something that we’ve been advocates of since the outset. And the second part of the presentation, as you already mentioned, I’m going to hand over to Martin and he’s definitely going to be doing the more interesting part of the presentation only met Martin maybe a couple of weeks ago and I’m very, very pleased I did because one he’s going to inspire you and to he’s going to open your mind to a new audience that you potentially have not considered before. So with that said, That’s kind of start with this. Now Joe’s already mentioned, some very, very pleased and very proud if I if I’m honest, because over the last three years, we launched content called beginning of 2017. It’s now used by 40,000 businesses in 140 countries. So that’s, that sounds impressive. And obviously, there’s still a long way to go. But really, that’s been achieved by something called content driven growth, essentially an organic first content driven strategy that I’m going to take you through the processes of today. Now, with that out of the way, I’m going to show you a stat on distinctly less proud of so there is a free trial in content cow, and 71% of people that sign up to content can never create any content. So this stat still makes me cry. And the reason for this is well, I guess there’s three reasons for it. But you know, I’m going to show you a screenshot counting cow now. It’s a blank canvas. For some people, this is the perfect place to be hate their content strategy to organise all of their campaigns across multiple channels and have complete transparency and organisation related to it. But for 71% of those people that sign up, however, it’s just overwhelmed. This is like a, a kind of canvas of limitless possibility. And that is, that is a challenge that we all face as marketers, you know, in the kind of preamble to this, we were talking about how to get the right content to the right people at the right time. And in that it might sound really simple, but in that there is limitless possibilities. So quite frankly, we see people getting overwhelmed and think actually is there’s just so much to consider here. People just don’t know where to start. So essentially, inertia becomes the de facto way of approaching it. And really, when we dive into why the 71% of people never create any content, it really goes down to three tall barriers. And that’s I don’t have any time to do it. I don’t have enough ideas. I don’t know what to do. And I’m worried about what i what i would post, you know, and what should I post how people perceive me. And that’s that’s certainly had a bit of a magnifying glass over over the last three months as well the whole kind of fear and reputational risk associated with content. So with that, what we’re going to try and do in this session over the next 15 minutes is break down those three barriers, and ultimately get you to a point where, whether you use content or not, or just plan your strategy on something else doesn’t matter. Ultimately, getting to a point where you’ve got all of the ideas, the strategies, the targeting, all of the things that you need to create that perfect strategy. Now, to frame this session, we’re going to go through the six step strategy that essentially has governed how we’ve marked our business and how we, you know, talk to others and you know, our customers about suggesting ways for them to market their business. So we’ve created a six step content strategy, essentially, many people have different flavours of we just put it in a wheel and shoehorn everything together. We’ll see. But ultimately, so it starts with customer and then we go into contact. So essentially what those customers interested in going into the creativity element, how do we create messages based on the customer research and what they’re interested in? How do we then get a broader team involved in the collaboration stage channels? Where do we publish this, not just about social, this is about email, it’s about webinars, this is about blogs, it’s about YouTube, whatever. So thinking about our channels from a broader perspective, and then, of course, the calculation, the understanding of the performance off the back of it.
And if anyone’s seen me talk before, they’ll know that I love tools. And I particularly love tools that we can all use for free today, because ultimately, over the next 15 minutes, if you can’t implement the stuff, if you deem it appropriate that is, if you can’t implement the stuff that I talked about immediately, then I have failed. So I’m going to give you the strategies and the tools to do it. So if you think that this is this works for you, then you’ll be able to run away with this straightaway without incurring any additional cost which Good, too. So let’s start with customer. And in this scenario, we’re going to talk about a fictitious coffee shop scenario where we have no following already we have, we have nothing, essentially. And we need to create a market from scratch. So that’s the story we’re going to take. And we’re going to start with step one of our customer research. And this is where we use the first of these free tools we use Uber suggests here. Now two other tools are really good for this like sem rush, and H refs, as well. But ultimately, Uber suggests free loads of value in that. Anyway, so we’re going to search coffee shop, because essentially, what we want to understand in our category is a good search intent, because before we create any content, we need to make sure that there is a market there for it. So we can see, you know, there is large search volume, particularly in the UK for coffee shop. Oh good, right. But of course, that’s not really going to tell us much other than the very high level we need to take a deeper look into that. So here we’re going to look at the keyword ideas, sticking with them. Google suggests. So those keyword ideas, build out on coffee shop and start to tell you the kind of things that people are searching around that. As you can see, lots of it is is very location specific coffee shop nearby near me nearby London, Amsterdam common garden, etc. So what our first clue is here is that actually the location is just as important as the fact that this is a coffee shop. So that’s already our first clue as to something to talk about in in our content, because location specific content is going to be key to driving ranking and driving engagement here. So that’s our first clue. But of course, you know, that gives us a few keyword ideas, we can already drop down that idea to say that location specific content already with getting a clue is going to be important, but we want to take
Martyn Sibley 11:45
a bit of a deeper look.
Andy Lambert 11:47
So we’re going going to go on to our second free tool which is called keyword.io. So keyword.io don’t even need to create an account on and essentially it does what it says on the tin. So these keyword.io will Generate you your what we termed as long tail keywords. So longtail keywords is typically a more natural search that you’re doing on Google. So you wouldn’t just search coffee shop, you would search, you know, what’s the best coffee shop or, you know, if you’re searching around the 10 Coffee because we want to go a bit broader of our content. People aren’t just searching the word coffee, they’re searching like best ways to do things or questions about copyright. So here, there’s a whole bunch of keywords have been generated. And what we can do within keyword IO, we can start to look at the trends that we’re already seeing to emerge. So lots around kind of how to orientate your content. So like recipes, and also lots around bulletproof coffee, for example, which if you know what that is, you’ll know that it doesn’t sound very pleasant, and lots of health and wellness type of boring type content as well. Like, can I do this on this diet? Is it good while breastfeeding, that kind of thing? So there’s lots of queries around health and wellness. There’s also lots of questions around sustainability. So questions around reuse of coffee cups, so all Now we’re starting to generate four potential themes here we’ve got like a how to thing. We’ve got kind of locations, we’ve got, like sustainability, we’ve got health and wellness. So within about five minutes of doing research already, we’ve got like four potential themes we can start to build out on. And as you’ll see, as I go through this talk, you know, themes is so critical when it comes to building a content plan, understanding those different topics, is going to be key to guiding success. Anyway, so let’s take a quick sidestep. So sticking with step one in the customer thing, what we want to do is kind of take a step back and take a broader look at our market. I’m going to come out of
Martyn Sibley 13:39
Andy Lambert 13:40
case study around this coffee shop for a scenario and for this moment and talk about a scenario where we’re using content Kyle. So this is where I show you something else that is I’m not that proud of to be honest. But anyway, so I’m going to show content cow look at our product description, look at our competitors and essentially what we want to understand is Doing competitive benchmarking? How do we stack up against our competitors, who’s already analysed how we stack up in the market, what the search volumes are and the keywords. So now we want to understand how we compare. So first thing to look at is share voice. So share a voice us versus our biggest competitor. You know, our growth rates are good, but yeah, tiny, tiny little share. So you either look at that feel slightly depressed, or you look at it and go, wow, there’s a lot to get here. So and depending on my mood of that day, it can depend on which way I think about it. But anyway, share a voice ultimately, is the amount of time that you’re mentioned in the broader market. So how many times you mentioned on reviews on social across everywhere. So this gives you a real nice, clear benchmarking picture to say, right, there’s a lot of opportunity here, but there’s also a lot of work we got to do. Then we can look at share voice reach, Oh, actually just sidestep having told you what tool this is. This is called a Wario. So where are you there is a 14 day free trial. Hammer that 14 day free trial, and you won’t need to use it or pay for it. Just don’t tell him I said that. But anyway share a voice reach. So reach is the ultimate possibility of the broader audience you can you can potentially reach. So, as an example, if one of your competitors followers spoke about your competitor, reach encompasses all of the followers of that individual. So mentioned is factual talks about how many times you’ve mentioned whereas reached talks about possibility, how big is that is that broader pool of opportunity? So this is great for helping you understand like your audience that you’re gaining over time, how is that impacting your ability to influence so this is a really important benchmarking exercise that you may want to revisit. I suggest you probably revisit once a quarter. Going deeper into it, we can start to look at where those mentions and where that reach is coming from. So this is key to channel strategy. So you can start to look at Is it blogs? Is it emails? Is it YouTube? Is it Reddit that your competitors are doing well on and you could take a, you know, a two potential looks on this, you could either take a view where there’s a lot of opportunity on on Twitter because Hootsuite are killing it, we could just go after them. Or we could think about when competitors Zig we should zag. So, you know, we might want to take YouTube or Instagram as a channel for ourselves. And then we’ve also got the most influential individuals, which is key to kind of gaining that reach and gaining that Share of Voice that we’ve just been talking about. So fantastic way to potentially build those relationships in. So lots of research at the customer stage. But here at this point, what we’ve got is a great understanding of our broader market, what our customers are potentially interested in some themes and where we stack up against our competitors. So that goes on to step two, which is context and this is the biggest part of of this session but gets quicker after this section. So context is about going deep into In the interest of our customers, and this is where the fourth tool comes in called answer the public Comm. We’ll be sharing all of these tools after this as well. So you don’t necessarily need to note them all down onto the public comm fairly well known. But ultimately, this is all of the searches that have happened on Google related to a search term. This is another way to generate all our themes and our topics. And you can start to see, you’ll probably see some slightly random questions I’m definitely not reading out. But you’ll see some that are related to, you know, the theme that we’ve started to generating, like how to sustainability wellness. And actually, what you see is some kind of random trends appearing like lots of questions around like the best coffee machine to buy. So really, we’re starting to think about our content from a much broader perspective. Whereas being a coffee shop, we might just think, oh, come in for our latest soy latte as our as our content I mean, what should we talk about, we’ve got no followers, but ultimately now our mind is starting to be open to the fact that actually there’s a huge amount of areas of interest. So the people that are in our market that that are coffee drinkers, ultimately. And content marketing could also be called customer first marketing, right, because essentially, we’re building messaging purely based off the interests of our ideal target market. So, so great to build out the themes here. But even better, we can just download this to itself, when we download it to excel. This is where the fifth tool comes in. I mentioned content cow, but you know, ultimately, you can do this on Excel or trailer or something as well. So you don’t have to use content.
So what we’ve done is taken all of the ideas from answer the public comm and basically we’ve just put it in a little folder called content themes. And that’s given us a whole year’s worth of content inspiration. So whenever we’re short of an idea, we can just go there. So that kind of content themes folder just lives at the top of our planner there. So it’s always, you know, within a click, and that’s the key thing about doing this research that research that you do needs to be integrated as a daily habit as to when you’re implementing your strategy. So the tool you’re using for implementing your strategy needs to have reference points to all of your research. Because we see so often that people do good research, it sits on a Google Doc somewhere and never gets surfaced again. So it just needs to become a daily habit, whereby you do your research and you implement that research together. Cool. So, of course, if you want to drive reach, when you don’t have following, you’re going to need to do hashtag research and use hashtags wisely. I’m just going to show an Instagram hashtag tool that I like called display purposes, calm. Search, the word coffee is going to tell you the most relevant and popular hashtags related to that, hashtags. And now actually, just as a side note, hashtags are now becoming a thing again on Facebook. So that’s worthwhile considering there’s no hashtag tools that are really good for Facebook just yet because it’s still quite new. Same for LinkedIn. But for Twitter, hashtag research, I would use hashtag a phi.me. So hashtag if dot me. So both of those are going to give you great opportunities to make sure you’re using the right hashtags. Don’t just use hashtags related to your own business, I see so many people doing that use hashtags that are relevant to your target market.
So when when we’ve used those hashtags, we can just save them in content cool, so that we don’t actually have to go ahead and find them any further to my point of when you’re doing your research, make sure you’re implementing it. And also the category tags relates to the themes that we’ve just been speaking about, like, you know, health and wellness, sustainability, your How to Choose recipes. So all of that can now be started to can be categorised and colour coded in our plan so we can make sure that one we’ve got a good colour coded plan so we know the volume of content we’ve got planned across all channels. But secondly, and most importantly, is that we can start to analyse the performance of this content related to that category tag, and that is critical. So talking about good use of hashtags, of course that folds in into your kind of natural Some days and key days. So, you know, for example, if it’s national password day, for example, you know that if this is relevant to your business, that hashtag is going to trend and will likely give you additional reach. So making sure in your calendar, you’ve got everything organised related to these national days, you can browse this calendar, you can export this calendar, as well. So that you can start to really be proactive to make sure if there is an opportunity upcoming, you know, next month, you’re not going to miss it ultimately. So doing this plan at the outset will mean that content creation becomes so much easier as you go through it. So quick sidestep here, Google Alerts. If no one uses Google Alerts today, I definitely recommend you do that. You can find it just by you know, so googling Google Alerts. And essentially, I use this personally for tracking competitor mentions and tracking mentions of our own brand. But also in this scenario, what we can do is track you know, the most relevant and topical things related to the business that we’re offering. So in this scenario, the coffee shop, so that Google Alert means that you don’t have to, you know, think everyday or got to go out and research the latest news, it’s just going to be sent to your inbox. So you can do that on a daily or weekly basis. Now, a good example of this is this, I set up this alert for this coffee shop, email came in latest article related to coffee. Of course, that’s search terms a bit broad, you probably want to be a bit more specific than that. But ultimately here, what we can do is just take this article, and if you can see where my mouse is, in the top right, there’s a little content Cal extension. So for Chrome, what you can do, if you find an interesting article, press that button. And that’s just going to go take that article and save it to what we call this content hub. We built this content hub, towards the end of last year, just purely as a repository for all of those things that you find. When you’re going across the web. We think that’s an interesting idea. You just want to pin it and save it somewhere. So same if you’re, you know, familiar with using Pinterest you kind of pin these things to your kind of ideas pinboard and it’s realistic. concept so that so great way to curate content. So that’s the context piece. So now we’ve got a great understanding of what our customers are looking for in the market using our to the public for that, making sure we’re using great use of hashtags, not just from doing good hashtag research on things like display purposes, calm, but also using days of the year to make sure that we’re using, you know, tactical opportunities that are coming up. So now we get into creativity. Now, this is a huge subject, which we can cover in its own right, so I’m going to give you three ways just to make that a bit easier. So we all know that video content is absolutely critical at the moment, and we know that typically social media platforms favour video content. So lumen five is a really good simple tool for those that are not that familiar with video content. So, lumen five great for you doing really simple creatives, they’ve got stock video library, you can upload your own video. It was just little video I’d uploaded before and we can just put a little bit of narrative over it. Just a really nice way to create more video content mix up the content in your social media feeds without too much too much kind of overhead if you don’t have the time to do it. And it’s there’s a free version of this too. But more importantly though, going back to the content hub, this is a critical part for creativity, jotting down all of your ideas as you develop them. It’s incredible how much that collapses the time it takes to create content. And also when you’re using these category tags, when you’ve got those defined things like how to use health and wellness, sustainability, it makes it kind of put some guide rails for you. So you know, we were talking about that blank calendar and the overwhelming thing I don’t know what to do when you’ve now got these five themes that kind of orientates you to say, right, I’m now going to create content across these five themes. Here’s some ideas I’ve jotted in related to these themes. The barriers to creating content suddenly get a lot lower, the creative juices start flowing. And then continuing on with these creative juices here we’re looking at previous posts also within content hub. So we can look at our top performing content previously, so we can start to look at things that we might want to reuse and repurpose. repurposing is a key part of a good content strategy. Just as a as a quick side note, recently, we we started to go through a process of updating our older blog content. And it’s had such incredible benefit for our our search rankings and how the, the Google algorithm puts that in in its kind of search volume. So we’re starting to appear on page one since we started up retro actively updating older pieces of content and older blog posts.
So then let’s go on to collaboration that is a key part of this whole ideation process. Because the the key here and this is an opportunity that many people miss when it comes to content creation is that the best content is always created together. So being able to take content from You know, when you have an idea on your phone, just saving it somewhere links that you might find an instant message chat that you’ve had with a colleague on slack or Microsoft Teams, or something that you’ve had a conversation in email, all of that needs to be pulled into one central location. I mean, you can do that with content out. But of course, finding a process to do this is critical, because essentially, this creates a funnel of ideas for your business. Because ultimately, what we want to do is have this single content hub of all these ideas streaming in from different parts of the business, different instant message chats, you know, people sending ideas on email, ultimately, meaning that social media and content creation doesn’t happen in a silo. So that’s a critical part collaboration will create better content. So then we get to the channel part. So here now we’ve got our content plan. We’ve got our days planned out, we’ve got our content themes organised, we’ve got kind of key people we want to mention in our content. All of our research is kind of now manifested into a plan. We then bring in all of those ideas we started developing in content hub. links that we’ve we’ve found using that Chrome extension idea shared by other members of the team. And ultimately, now we can start creating our content organising it related to these, these themes and these topics that we’ve been talking about. And that then takes it into the calculation stage where we can start to track, you know, once a month, you know, how has the content that we’ve produced impacted our analytics, I’m showing you content analytics. But please don’t just think content LMS is the only place for this because you need to supplement this with GA, Google Analytics as well, to make sure that it’s having the net benefit in terms of increasing traffic to your site to or whatever your key objectives are. But here we can understand how your audience have grown, how your audience breakdown is shifting. So you’ve seen better growth from LinkedIn versus Twitter, for example. Our engagement is growing over that time. So this is a great kind of indicators to the topics you’re talking about are of critical importance looking at the best time to post also bringing in these different category tags. So you can start to understand the types of content that is performing the best. So we should do more from how tos more from sustainability or health and wellness. So we can really start to orientate our content strategy in a way that’s driving results. So that kind of puts it all together into a six step content strategy, which of course, we’ve always, always known that it’s always about having great relevancy that’s driven through fantastic research. So doing the kind of customer and context sides of that six step content strategy, and then making sure it becomes a daily habit through a tip and that achieves consistency by having a good process for creativity and how you both you and a broader team share ideas, how you can maximise this across channels and start to track your performance across multiple channels, not just social, and then how you can analyse all of that at a content theme level so that you can start to orientate your Your strategy and make tweaks as appropriate. So that is that is me done. So here’s how you can get in touch here. Feel free to drop me an email mention us across on on social here, here’s our Twitter handles, or if you fancy doing content colour try, then you’re more than welcome to to try the free trial. But at this stage, what I’m going to do, I’m going to hand over to Martin because as I promised, you know, that’s the nerdy tactical bit to create the strategy. Now it’s time to be inspired by by an individual that that Joe and I are no, I’m very pleased that we’ve both Matt so Martin, over to you my man.
Martyn Sibley 29:40
Brilliant. Thank you so much. Yeah, thank you both for the kind words and for the opportunity to get involved and I can see the comments everyone watching is loving it and I was hooked in there as well and in so many amazing bits of advice. So yeah, really cool to get cracking here. It’s gonna share my screen. I’ve got two different slide decks, but we’re gonna we’re gonna whistle through quite quickly through place. And see, I think that as you as you sort of set the scene already Andy, we’re gonna be at a point where I’m going to start with the personal story and get back to the beginning. So it did. And so for anyone that was at the Cambridge meetup I spoke at some of the slides and my personal story will be familiar but you know, a bit of a bit of a reminder or refresher, but really a lot since I spoke that last Cambridge event A lot has happened with me co founding purple NGO, and very much that the insights into disabled people and disabled consumers as a very large viable audience for businesses to to reach and to be learning from and, and creating products and services for and to include in advertising and marketing. So for those that saw The first few slides that the second half is, is the new updated news and some really interesting statistics. But I think by sharing my story, it just, it places disability, I think there’s a lot of history around the narrative of disability, and that we think of charity and we think of sympathy and pity. And I think a lot of my my work regardless of what business or projects I’m involved in it, it’s really just about trying to change the narrative that disability is around talent. It’s around value. It’s around capability. And I think one powerful way to express this is just through my my personal story. So as it says, growing up with a disability, I was born with spinal muscular atrophy, which sort of sits under muscular dystrophy, which is a bit more commonly known disability. And it basically means I’m always in my wheelchair in the daytime, and I have to have a thing called a hole To lift me in and out of the chair, I have a care team that helped me with all of my daily living tasks. So sort of to frame it, you know, physically I am very weak. And but as we will go on to share, life has not got me down. And I’ve done lots of amazing personal achievements and professional achievements as well. But yeah, growing up, just very much around sort of navigating that all those elements of independent living and go into school and, you know, going off clubbing and how there were no accessible taxis in Cambridge, when I grew up. So I think it’s just really key to see those barriers that maybe those that don’t know someone with a disability don’t always realise that you know, there are the health balances or are these barriers in society, but even so, even though we have to be aware and look to reduce and pull down these barriers, so everybody is included. You did? Yeah. It’s it’s still not to go down that are blessed them to sort of pity sympathy route. I think that that balance is really key and I think the world as we go forward, you know through my journey the world definitely has got far better with embracing difference and diversity and DNI diversity and inclusion has become a very sort of hot topic, but I also want to impress that when we come on to the business side later, it really is an absolute business opportunity and it’s not just social good or corporate social responsibility or PR. It’s an absolute opportunity within a business bottom line side of things with disability. So yeah, one of my defining moments of my story was, my operation was I was 15 and I was in hospital for about a month and I had to have titanium rods put in my back to hold me sort of more up straight because I was really getting a curvature of the spine, but the rest So that is that was when I dreamt up all the things I wanted to go on and do in life. It was that adversity and that challenge, but it’s sort of what doesn’t kill you makes you stronger. And I know a lot of the things I went on to do I dreamt up during that that challenging time of life.
So independence and freedom is a very important thing for me. That picture is me driving my adopted car. So I’m in my wheelchair, I get in the car with a ramp that I stay in the wheelchair throughout the process. And as you can see all those kind of space age controls enabling me to to drive the vehicle. And so it’s a metaphor for what I’m about to talk about of independence and freedom, but it’s quite literally has been a big part of my independence and freedom with driving. And so yeah, my independence has always been built around these four pillars to have the funding and the care team to have the funding. The equipment like my wheelchair and hoist, housing has been very difficult trying to find the supply of adopted accessible housing. But again, thankfully there are rules and regulations that ensure new houses are built to be more inclusive of everybody, and transport. So when I lived in London, the tube is only one third accessible the stations. So it was quite tricky to say the least navigating what was my home city for five years when I was working for the charities cope. But yeah, again once transport once we look at the barriers once we understand the needs of disabled people, then things have been improved and there are workarounds and there are ways to ensure that transport is doable.
And so I suppose in a way I’ve touched upon health lightly operation I’ve touched upon independent living this means being able to you know, be empowered and Do the things I want to do by having those inputs. But also inclusion is a big factor. And I’ve talked already about barriers. So I always say that I have a medical condition called spinal muscular atrophy. But I’m actually disabled by the barriers in society. And those barriers are under three areas. There’s the physical environment, so steps disable me, but when there’s a ramp or a lift, I’m not disabled because I’m in my wheelchair and I can then enter the building or enter the train. The second type of barrier is attitude. So when people presume that I’m not capable or less capable, just because I’m sat in a wheelchair, that disables me, but when people just want to get to know me as Martin and not have any preconceived stereotypes, I’m not disabled anymore. And the third is around policies and procedure, which starts to lean us more into business that you know, if a policy Like a recruitment policy factors in blind applicants, then you’re not disabling that group of people to go for that job. And you’ll very often find that, you know, there are many people in the blind community that are amazing talent and able to do the job, you know, better than other potential candidates. So we’re just having to, like reframe how these barriers have stopped people being part of the conversation and part of everyday life. But the opportunity when we are when we pull those barriers down is so big for everybody, for for government, for the economy, for businesses, and of course, the right thing to do. I mean, I, I obviously started on my journey, talking about the moral argument, but I think I’ve learned that the business case of inclusion is where we’re getting a lot more action now. Whereas it was just a lot more talking and lip service when it was the right thing to do. And I think that that’s an important point to make. Because I’ve, you know, spent 15 years of my career raising awareness, but the business case is really moving things now. And then I’ve added that self esteem and confidence and skills and knowledge because of course, disabled people like myself, we have to be able to, to embrace these opportunities, the more opportunities become available. And so there’s obviously work to be done around those things within the disabled community, which has been a big part of my, my work and my history as well. So yeah, on a personal level, I’ve been able because of all those bits I’ve just talked about to go to Australia, San Francisco, to Barcelona, where I’ve worked quite a lot to Japan with my fiance, kashia I’ve done skiing, adapted skiing in Catalonia, I’m whistling through because there’s a few more slides I want to make sure we get through but I think it’s just really important to show you That’s me flying a plane, that’s me in a hot air balloon. And that’s me tree climbing, just literally hanging with my 130 kilogramme wheelchair from a tree in the New Forest, because why not. And in the end that they were all things I wanted to do for me and my personal growth, my you know, get out the comfort zone being a little bit crazy, maybe. But you can imagine a younger disabled person. This is very amazing to have a role model that shows what is possible. But it’s also what I’ve learned as I started my blog, and we’ll come on to give him back now was I started blogging in 2009 a month in civvy.com. And the audience that I never factored in when I started blogging was the non disabled people are quite taken by my story and that it shows them what’s possible. And I think that’s also an important point that they ticularly as marketers, we love to segment quite rightly, we are. I love segmenting. But when we label, we sometimes create a Division I think publicly, you know, disabled, non disabled. We’re all human. And I think that my personal journey, the power of sharing that is that it connects and it, it just brings us all into. We’re all people. We all have goals, we all have ambitions. Not everyone will want to hang in a tree. Fine, I get that. But it is really powerful that you have we have to see the same people, as customers, as employees as entrepreneurs, not as that group that was more around charity and segregation. And so my blog has achieved some of that social change. Disability horizons is our media platform. So it’s content by the community for the community. I co founded a carnival Which is we called it Airbnb for disabled people. We’ve vetted different accommodations around the world to make it easier for disabled travellers to book accommodation and trust that it was going to do what they needed it to do. And after some grants and angel investment, we sold it to Airbnb so kind of a happy fairy tale. You can appreciate what I just said in 10 seconds was not that easy. It was two years of a hell of a lot of work and trials and tribulations and we could probably make our disabled founders version of the Facebook story one day, but it actually showed that, you know, disabled entrepreneurs could raise money, and it showed that there was a viable market for a product like travel accommodation, and ultimately the Airbnb understood the viability of that market as well. So yeah, I’ve done consultancy for government business charities, and then I voted as an influencer in the top five lists of disabled people. So I’m gonna stop that deck there and move it on to Yeah, sort of more what we’ve been talking about on the business and marketing side. And so Purple Guy is the agency I co founded two, three months ago. Nothing about us. Without us, our tagline is really important. Because what we’re doing, we’re putting disabled influences at the centre of the conversation or even more, we’re putting disabled consumers at the centre of the conversation. But as we learn here, the business reason for this is that 22% of the population have a disability, which is a law, I think people don’t quite realise the numbers. So that’s more than 14 million people in the UK. And when we look at this graph of 18 to 30 year olds, there’s over 9 million students 2.4 1 million vegan 600,000. And when I started talking to my co founders at the gate agency, and I was saying that I’ve been on a train ride, and every train station there was billboards about vegan burgers, which is brilliant. I love that. We’re catering for all different audiences. But then as we come down, we’ve got the spend, so 250 billion pounds a year in the UK $8 trillion globally. So the spending power of this market is massive, but just naught point naught 6% of adverts fee to disabled people. And when we look at that graph above, you know, it just doesn’t add up that brands are catering to the 600,000 vegan market, but they’re not at all aware of the 14 million in the UK, people with a disability. So that’s what we’re essentially trying to solve on a on a social impact level, but I think we’re really clear that this is a massive, massive business opportunity. And it’s a big thing when COVID kicked in cooling disabled people and those with health conditions that were more susceptible to the virus vulnerable. Now we all get that we get the context that vulnerable to the virus, but as marketers, we understand the power of branding, right? So I don’t want to be the vulnerable guy. I want to be the guy that does all the things we’ve just talked about before. So it’s a big thing about the value, and also not the vulnerability. And what we’ve learned is that disabled people really want to be marketed to in the right way. And so why are brands ignoring them or us as someone from the community, it’s all about brands, not knowing how to do it being scared, so they’d rather just not x and not take that risk, but that’s why that’s why we’ve created Purple goat is to give that, you know, expertise and that insight and that knowledge. So I don’t want to do too much of the specifics of what purple goat is, but it’s essentially, you know, the wants and needs of disabled people and and doing lots of what other marketing and branding agencies do. But we’re disabled people are at the centre of that conversation. And for those that don’t know, the goat agency, are the world’s leading social marketing agency, their global working with some really, really big brands is a few of them there. And what’s been really amazing with our partnership, is that I’ve got the global advertising agency of the NGO wrapped around me, but I’m the majority shareholder, and the CEO of purple goat, so enables me to build a team of disabled marketers, and to really make this a real fan work with brands big and small. And we do The usual things like consultancy reshare. Research, marketing and media and for anyone that’s got questions on influencer marketing, happy to talk through the power of working with influencers for not just amplifying, but for creating really rich, powerful content, and also just around events and around insights, the disabled influences that we work with are enabling us to do that. But of course, you know, separate to disability. influencer marketing is becoming a very powerful way of doing marketing and social marketing, but working with people that are, you know, able to really drive that from a community. And yet back to that point about nothing about us, without us listen to the community, get real business results, and it’s so important that that comes across that it is a business opportunity. It’s not another awareness raising or CSR project. It’s all about improving the bottom line. So that’s the end of my slides. And I think we got a few minutes for some questions as well says, amazing, we could get through all of that information. And just Yeah, thank you once again for the opportunity.
Joe Glover 47:16
Unbelievable. Thank you so much. to both of you. I don’t know whether I guess you’ve both been speaking through, but I hope you’ve been able to also catch the amount of amazing comments coming your way as well. Both of you just had so much. A couple of you said it’s the best webinar they’ve ever attended. So that’s really sweet. So thank you, both of you, folks, there are a number of open questions here. If you have any. Also please get them in the q&a feature which is found down the bottom. You can use the thumbs up feature to to get the questions that you want answered to the top. So please do that because we’ve only got about 10 minutes or so for questions. So won’t get through them all. Andy, I’m already recognising problem here that you’re still muted. So there we go. I could wait for that. And so we’ve got 10 minutes for questions. And there’s there’s one here that’s very clearly risen to the top. So we’ll start with the question, any tips for LinkedIn research specifically? And I’m going to also sort of ask if you could just speak about the opportunity presented by LinkedIn right now, just in case a few folks are unfamiliar. I think if we start with MDM, Martin it know that you use the platform a lot too. So
Unknown Speaker 48:39
Andy Lambert 48:41
Yeah. How do I answer this concisely so LinkedIn are are pretty stingy when it comes to giving other third parties data. However, they have released a new update to their analytics tools, of which I was going to share with you haven’t made time to do it. But if you go into your page on LinkedIn, look at followers and you’ll see some new follower metrics. It was last week that they released an ability for you to see the precise followers that you’ve gained within a given week or month. Because that is a fantastic way for you to absolutely see a person by person level, are you attracting the right audience, which is absolutely critical. And no other network offers that level of granularity when you’re making sure that you’re hitting the right target audience. So perfect way to adjust your strategy, you’d have to do that natively on LinkedIn. But other LinkedIn analytics as well, there’s a great tool which is paid for. It’s called shield.ai. So shield analytics. They’re the only one that I’m aware of that have found a way to get LinkedIn data off it including from personal profiles, which is a bit of a game changer. So that’s really cool. So go check that out. Tell him I sent you because the CEO will be very happy about that. So the the second part of it is, just last week, LinkedIn released a guide for LinkedIn guide to doing virtual events on the platform because LinkedIn have done so much around events, both from like doing inviting the whole registration process and the delivery of these events through LinkedIn live. And so LinkedIn are going big on this. So if you’ve got a community like Joe has created with the marketing meetup or not even at that level, to be honest with you, if you’ve got a community of more than 1000 people, thousand followers on your, on your page, you’re likely to get LinkedIn live. And I think as the attitude for physical events, I don’t see that changing until next year, I would definitely recommend reading that guide. If you follow me on LinkedIn. I’ll be posting that guide in about the next 45 minutes. So that’s my update on that.
Martyn Sibley 50:57
No, yeah, I think for me, it’s been very powerful I do. So I use stream yard to do a daily live stream. So I’m interviewing, thought leaders and influencers in the disability world every weekday at noon. And obviously, that’s a great way of connecting and meeting amazing people. It positions me as a thought leader and connector and all of those sort of social proof signals that are really important to put out to the world. And answer stream yard goes to my Twitter, Facebook, LinkedIn, and YouTube, it’s 40 quid a month for having more than one channel so that there is a cost if you do more than one, but you could just go obviously on LinkedIn and not have to pay anything. And so what I found is that also I’m in a massive business to business push with the agency. So I’ve connected with, you know, marketing people and I’m, you know, working at disability brands like well Manufacturers adopted holidays. But also, you know, we’re gonna be working on we’re starting to have really good conversations with tier one brands now we’re more settled and established. So for example, I connected with a high up marketing leader at Xbox, because accessible gaming is really a big thing. And after a week of just letting him consume my daily live stream, I then just sent him a message. We’ve had a couple of calls, and they’re looking to onboard us, and I’m going to be speaking to all the marketing managers in the AMIA region. And then that’s led to talks with Microsoft Teams, and LinkedIn themselves. But that’s all because of a live stream and just hitting someone up on private messenger on LinkedIn.
Joe Glover 52:49
That’s amazing. What story
Unknown Speaker 52:51
how they do it.
Joe Glover 52:52
Yeah, that’ll do it mine. I mean, like that. I just get the sense that I think was speaking earlier, and even though you sort of described yourself as, you know, new to the marketing world, in a sense, in the sense of running an agency specifically, then you’re probably one of the world’s most natural marketers, you know, that I’ve ever met. And there’s a good question here from Phil actually, who’s mentioned, that much of disability is invisible. And of course, that’s something we hear a lot about is the invisible disabilities. How do you go about addressing that in your marketing? Or more specifically, rather than giving a definite answer? How have you gone about addressing invisible disabilities in your marketing?
Martyn Sibley 53:37
Yeah, I mean, that this for me is the market. So marketing is a vehicle to change narrative. Seth Godin talks about this all the time, but also marketing one one is speak to your audience, understand the needs, make any necessary changes, and then tell that audience that you’re there for them and you represent them and you All of that stuff we know that people just forget to do with disability. So the nothing about us without us is if a charity or a brand want to reach out to people with a hidden disability, what that’s why we work with influencers. I haven’t got an invisible disability. So I would not be the expert, but I, we have a massive network of disabled influences. So we would bring them in both as consultants, but also, we would then create content and amplify with people from those communities. And obviously, you would segment visible disabilities down into all sorts of sub segments as well. So it’s totally marketing 101 applied to the audience of disabled people.
Joe Glover 54:51
Wonderful. And I think that answers a question from Alex Kington as well. He says the same could be applied for race, gender, Sexuality? Absolutely. It’s.
Martyn Sibley 55:03
Yeah. And I think my point about we’re all human, like this should just have been part of the marketing strategy of all businesses and brands from day doc. But for all sorts of different cultural, political, economic reasons, there are certain groups and communities that are still fighting for equity in all sorts of ways. And so that’s why purple goat is needed to bring disability into the conversation. But the goal is that it’s just, you know, it’s it’s just about communities. And that that’s the segmentation, not the sort of groups of division that we sometimes get from the media.
Joe Glover 55:45
None of them. Thank you. So we’ve got a question from Tom, who directs it specifically Andy, who says, tools like keyword is good, but he’s interested, why not just use Google Keyword
Andy Lambert 56:01
Yeah, so you could use both same, essentially do the same thing. I like keyword IO, because it allows you to kind of organise certain types of keywords and bucket them. And plus, you don’t need to create any login or account for it, you just, you just use it. So I find it naturally better. But it does the same thing if they pull the same data, so it’s
all good to me.
Joe Glover 56:24
So that most quick and easy answer to that. And so something that both YouTube have done incredibly well over the course of every interaction I’ve ever had with you is that your two of the most you, you individuals that I’ve ever met, I you’re very comfortable in your own skin and you’re happy to put out your content in a way that represents you as individuals as well rather than just corporates or companies or whatever it may be. Now, this may be something that you’re doing very naturally But to the the theme of authenticity in your content, do you have any sort of like, thought processes that people could sort of look to take on when thinking how can I inject a little bit of me into this content rather than it just being this sort of standoffish piece of content around the theme of dot dot dot? Does that make sense as a question? And the jeweller go first?
Andy Lambert 57:27
It’s quite a hard question to answer because essentially, it’s, it’s uniquely personal, but the only way I found doing it because I naturally struggled a lot with self confidence, as I’m sure a lot of people do. But just recording me continually sounds really narcissistic, but recording me talking to my phone continually, until you just get really comfortable with with yourself and how you sound because you’re the one that judges you more than any others. So if you start to think, okay, I’m just used to how I sound How my teas are wonky at once I get used to all of that stuff. I’m like, you know, it’s it’s fine because I’ve seen myself so much because I’ve just been looking at in the phone I’ve kind of honed that. And in terms of like being authentic you know my people often commented that I’m just full of energy and positive and happy so then as all I need to be in my in my content ready so I’m just continually smile because there’s enough miserable people. So am I like you call me the happiest man in social media? So I blend into that. So?
Joe Glover 58:33
friend did you sorry. Yeah. Martin.
Martyn Sibley 58:39
Yeah. To building on from what Andy said. I agree with everything there. I think for me, it’s always been more about the mission of like knowing other disabled people, particularly younger, disabled people, needed someone like me to step forward and share that personal story. And as we Discuss the idea for the rest of the world to see a different narrative of disability. So as much as I used to be sick before speaking on stage in my early 20s, and I, you know, when I did started my blog, it was horrible writing about my life and videoing, making vlogs on my YouTube about what I caught up to. But the reason I overcame that was, there was some bigger need for this. And it wasn’t about me it was about the cause. And, and then yeah, the practice makes perfect. And the more you do it, the more it just becomes more natural. But I think there’s so many theories and philosophies and you know, it’s good to have the the steps of a plan to share with people, but I think like with Andy’s talk earlier, like still create that personal narrative around those steps. And I think that’s that’s what makes us all unique. It’s that unique proposition. There’s us as individuals. So if you don’t lean into that you are more vanilla. So there is a business benefit to being different and authentically unique.
Joe Glover 1:00:09
Absolutely. Fabulous. Well, okay, so it’s 931. I’m seeing a few folks saying they’ll have to go. So I think we’re going to respect people’s times in that way. But you know, what chaps this has been incredible in so many ways. We’ve we’ve had the tactical elements, we’ve had strategy, and light, just like, I’m going to be buzzing for the rest of the day from the inspiration provided to say, honestly, thank you so much for being part of this light, the gratitude and we’ll just keep on gushing. So I’m going to stop there but know how grateful I am. And likewise, thank you to everyone who’s been here today and Season Two has started off with a bang and I couldn’t be more proud. So thank you all for being here. And last thing for me is that you will have the follow up email They’ll come out, saying thank you for being there. Also with the recording of the podcast for the blog. And in there, there is also the link to all the sponsors, please do take the time to check them out and and thank them content calories among them. And there is also a code that you can use with content Cal through the marketing meetup. So do check them out if you’d like to. So, that being said, session one done. Thank you all. I love you all very, very much. And I look forward to seeing you at conversation club on Friday, or for the webinar next Tuesday. Take care of yourself and thank you. Take care,
Martyn Sibley 1:01:41
Transcribed by https://otter.ai
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|22/12/2020||08.30 - 09.30||Webinar||Joe Glover, Founder of The Marketing Meetup||How to build communities people care about + a year of coronavirus||Sign up here|
I thought I’d share some thoughts on the things I’ve learned about Linkedin after getting 2,000,000 views in 10 months.
Landing pages are the first impression of your website. Landing pages should be easy to read, simple, attractive, and have relevant keywords and Call To Actions. But that isn’t all.
All marketers love reading lists. So here are The Marketing Meetup community’s recommendations for books you should be reading to become smarter.
Everyone explains that standing out is critical. They get your creative circuits firing. Your future depends on it. Nothing matters more.
But how do you *actually* do it is another story. Yes, there are some books around positioning for brands with big ad budgets or for B2B software companies, but what about the rest? How do you actually do it if the product or service you’re selling isn’t remarkable in itself? How do you actually do it if you want to start small and make just one of your blog posts stand out?
Positioning Jujitsu – How to Win Against Powerful Competitors with April Dunford, Author of Obviously Awesome
In this session, April teaches you how smart positioning can ensure you outrun the Hordes, use the strength of the Giants against them, and bust the Ghosts by leveraging the momentum of trends.
How to effectively grow and maintain strong communities on social media – Lee Wilcox and Adam Barrie, Electric House
Lee Wilcox and Adam Barrie of Electric House, develop and grow strong social media communities such as On the Tools and On a Budget. In this session, they share their tips for efficiently building engaged communities on social media.
10 habits for a healthier brain, and how to remember them – Jordan Harry, CEO of StudyFast & Honcho at School of Marketing
We don’t prioritise mental health as much as we do physical health. So, what can we do to make sure we’re making the most of our brains: keeping them in tip top shape?
How social media has changed, and what you can do to adapt – Hannah Anderson, Co-Founder of Social Chain
social media changes every day. What are some of the most significant recent differences, and what can you do to adapt?
Making the most of SEO is something we can all relate to trying to achieve. The channel is inexpensive, and it’s effective. But, it’s an art that feels shrouded in mystery. Lucky, we have Mary Owusu of Gurubound to make things clearer.
I’m the founder of The Marketing Meetup. I started the Marketing Meetup four years ago because I was a solo marketer working in a small company, I didn’t have anywhere where I could network with other marketers and I didn’t have a place where I could learn either.