Shows
Stop The Scroll w/ Brianna DoeB2B Influencer Marketing and Content Creation with Todd Clouser & Obaid Durrani | Ep 33In this episode of Stop the Scroll, host Brianna Doe welcomes guests Todd Clouser and Obaid Durrani to explore key aspects of B2B influencer marketing and content creation. They discuss measuring ROI for online brand building, audience segmentation in content, and the emerging concept of B2B companies as media entities.=========================================Best Moments:(02:12) Measuring ROI for building an online brand as creators and marketers(16:38) Approach to audience segmentation when developing content(32:17) Should all B2B companies consider the media company approach?(42:03) Rapid-fire questions about...2024-10-2248 min
Soft SidesArthur Castillo, Director of Content, Community & Partnerships: GTM ToursGuest: Arthur Castillo, Director of Content, Community & PartnershipsLaura is joined by Arthur Castillo, the Director of Content, Community, and Partnership at Aligned. Arthur started his career in sales and always had an affinity for storytelling and community. By leaning into his strengths, he crafted his own role at the intersection of community, evangelism, and sales.In this episode, Laura and Arthur discuss Arthur's unique journey across different go-to-market roles and the lessons he's learned along the way. They delve into the importance of curiosity, adaptability, and how crucial it is to handle...2024-08-0851 min
Cheat Codes: Play The Marketing Game On Easy ModeLet's Clear Up This Huge Misconception About Owned MediaHockeystack has The Flow.
Lavender has LavenderLand.
We've both bet the house on building out a very specific type of media company—a Netflix-style streaming service. And a common misconception is that the goal is to de-platform the audience from social media to that owned asset. But it's just that...A misconception.
In this episode, we dive into the real reason we're building out a streaming service to house all of our content series.2023-11-3021 minCheat Codes: Play The Marketing Game On Easy ModeThe Lost Episodes, Part 1: All The Generic Advice You Hear is TrueRecorded in April 2023. We discuss how we created The Easy Mode Framework, how we ended up implementing it at Cognism (and being mentioned in Alice de Courcy's first book!), and how we were able to throw together a promising and fun side-gig.2023-07-0427 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 8: IterationRecorded in February 2023. We've finally arrived at the final part of The Easy Mode Framework: Iteration. In this short episode, we'll go over what to do at this stage of the framework, as well as which parts of the framework are one-time processes and which are repeatable steps. 2023-07-0307 min
Building With Buyers: Startup Marketing and Growth Fueled By Customers152 - Simple Frameworks To Define Good Content & Create A Memorable Experience (Obaid Durrani, Head of Content at HockeyStack)Obaid Durrani is Head of Content at HockeyStack. He's also Creator Advisor at Cognism (a Series C startup) and he's the co-host of the Cheat Codes podcast with Todd Clouser who I also had on the show (check out Ep. 148).
Prior, Obaid was Associate Creative Director at Refine Labs. Prior to that he bootstrapped a 5-person content + animation team to $420k ARR.
In this episode we cover:
What does “creative” mean to you;
When Todd was on the show with me (Ep. 148) he talked about 3 content types. Can you help me unde...2023-05-1529 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 7: PerformanceIn this episode, Todd and Obaid go over Part 7 of The Easy Mode Framework, Performance. There are six things you want to look at when trying to understand the performance of the content you're creating based on this framework. We'll speak in detail about seeing an increase in engagement from your ICP, questions/comments you can dive deeper on from your ICP, DMs/relationships with people from your ICP, collabs and podcast invites, tags in other conversations regarding the topic(s) you're building content on, and increase in follows from your ICP.2023-04-0927 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 6: DistributionIn this episode of Cheat Codes, Todd & Obaid go over Part 6 of The Easy Mode Framework, Distribution. We go over the bad advice that is out there on this topic and then discuss a practical plan you can create and follow at your company to effectively distribute your content. 2023-02-1631 min
The Exit Five CMO Podcast (Hosted by Dave Gerhardt)#57: How to Create Memorable Content (with Obaid Durrani & Todd Clouser)Dave is joined by Obaid Durrani and Todd Clouser for a discussion about content and community for B2B SaaS. Obaid and Todd met while working together at Refine Labs and co-host the "Cheat Codes" podcast for B2B SaaS marketers. They help marketing leaders and creators craft their narrative, implement new processes, and refine their content engine to reflect their product, narrative, and objectives. Send guest pitches and ideas to hello@exitfive.comExit Five on LinkedIn: https://www.linkedin.com/company/exitfive/Exit Five on Twitter: https://twitter.com/exitfiveco***2023-02-1356 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 5: CreationIn this episode of Cheat Codes, Obaid and Todd go over Part 5 of The Easy Mode Framework, Creation. Creation is broken down into 4 smaller parts: Substance & Delivery, Effort/Payoff, Substance & Delivery, and the Consumption Experience. Instead of this part of the framework going over how to create content (since you already know that), it goes over important things you should keep in mind when it comes to content creation. Check out this can't-miss episode and level up your content game. 2023-01-2637 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 4: IdeationWe're back with The Easy Mode Framework. In this episode, we're going over Part 4, Ideation. Once you go through the first 3 parts of this framework and run these processes at your company, you'll end up with a lot of information. What do you do with all that info? How do you take it and turn it into content? Through an ideation process we call The 4-Step Thought Process. Step 1 of this process is to grab a marketing objective or business goal. Step 2 is to list out all the content formats you could potentially create to move closer to that...2023-01-1930 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 3: StrategyIn the third part of the Easy Mode Framework, we discuss Strategy. This part is broken down into two sections: The 5 Prerequisites of Ideation & The Realm of Relevancy. The 5 Prerequisites of Ideation are Product, Narrative, Audience, Objectives, and Different Content Formats. The Realm of Relevancy is a map of your strategic narrative that serves as a bridge between your narrative and your topics (i.e. the actual content that your company creates). When you combine the Content Journey you created in Part Two with the 5 Prerequisites you'll establish and the RoR you'll create in Part Three, you can create...2022-12-0441 minCheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 2: PurposeIn the first episode of our Easy Mode Framework, we discussed Idea-Driven Content and the mindset shift it brings in order to answer the question, "how do you make good content?"
In part two of the framework, we are covering what we call the Content Journey. Understanding the fundamentals of the content journey will help you answer the question, "what is the purpose of my content?" (hint: brand awareness is not a purpose)
Here's how we map out the three main purposes of any good content:
1. Top-Down Strategic Narrative:
Without a strategic narrative, the rest of your content will never...2022-11-0628 min
Cheat Codes: Play The Marketing Game On Easy ModeThe Easy Mode Framework, Part 1: MindsetYou've heard people say, "you need to make good content." But what does that really mean? Good content can be presented in a variety of different ways. So, how do you know if the content you're creating is "good" or not before it achieves its desired outcome? We have come up with a framework that takes you through 3 phases of creating "good content": Mindset shift, Strategy, and
Content Execution.
In this episode, we discuss the first part of the Easy Mode framework, which we call "Idea-Driven Content". This is the mindset shift you are going to have to make about...2022-10-3021 min
Cheat Codes: Play The Marketing Game On Easy ModeWhat Does It Really Mean To "Build A Media Company" in B2B?On the last episode of Season 1, we broke our rule. We had ONE rule and it only took 13 episodes to break it: No guests, just unscripted conversations. Well, we broke the first part, but there was still absolutely no script or pre-conceived questions coming into this episode and the resulting learnings were pretty incredible. We broke our rule because we wanted to talk about building a media company in B2B and that conversation couldn't possibly be complete with the one and only "Mr. B2Beast", Will Aitken. We're talking How to build a media company, content creation tips...2022-10-2746 minCheat Codes: Play The Marketing Game On Easy ModeHow Should B2B Companies Approach Influencer Marketing?We're still in the very early stages of influencer marketing in B2B. Creators are emerging and building strong audiences that companies want to monetize. We also see B2B taking many of their playbooks from the B2C companies that have come before them. The only problem is that B2C companies have typically done a terrible job of executing when it comes to influencer marketing. And what could be considered "successful" won't work in B2B because they are generally direct response campaigns:
- Use promo code XYZ when you check out
...2022-10-2228 minCheat Codes: Play The Marketing Game On Easy ModeHow to Create Memorable Experiences in Sales - A Potential Framework2022 is almost over, and many B2B companies have either transitioned to a buyer-centric, demand generation strategy, or want to. We're also now beginning to consider things like memorable experiences in marketing, creative concepts, substance and delivery, and more.
However, though this is a welcome evolution of marketing and content creation, it shines a light on a major problem: We're trying to power 2022 marketing playbooks with 1990s sales engines.
How disappointing is it when the experience you get before you decide to buy doesn't align with the actual buying experience? It sucks!
Here's Ob...2022-09-1625 minCheat Codes: Play The Marketing Game On Easy ModeDoes Entertaining Content Drive Real Business Results?Short answer...Yes. This is a must-listen, so just hit play.
Follow Obaid and Todd on LinkedIn.
Want to talk marketing, find collaboration opportunities, get feedback on content before releasing it, and maybe join us for our weekly game night? Join the private Easy Mode Discord Community.2022-09-0646 minCheat Codes: Play The Marketing Game On Easy ModeShould You Post Content If It Doesn't Turn Out How You Planned?One of the hardest parts about creating content is imposter syndrome—Is this stupid? How will people react? You want to know the easiest way to avoid all that? Run with it all. Good ideas, bad ideas, do it all. There's only one way to find out what is going to stick and that is to experiment. If you don't, you'll end up creating the same thing as everyone else and blend in with the crowd.2022-08-3018 minCheat Codes: Play The Marketing Game On Easy ModeHow Do You Create So Much Content?We're not going to bullshit you—creating content is hard. Especially if you're constantly creating memorable experiences. In this episode, we talk about the processes that have allowed us to put out high-quality, creative content on a daily basis without leading to burnout. And when burnout does happen, we talk about how you can get through it and avoid it in the future.
2022-08-2735 minCheat Codes: Play The Marketing Game On Easy ModeThe No Good, Awful Truth About Blogging and How To Fix ItThere's nothing wrong with blog posts. At least, not the format itself. The problem is how most marketers approach and use blog posts. In this episode, we dive deep into the state of blogging, why it has fallen out of favor with SaaS companies, where the problems stem from, how we can improve the quality of our blog content and more.2022-08-2245 minCheat Codes: Play The Marketing Game On Easy ModeWhat's the Best Way To Launch An Advocacy Program?Getting buy-in to launch an employee advocacy program can be difficult. It's even harder to get people to go above and beyond their normal day-to-day roles to post content on platforms like LinkedIn and TikTok. In this episode, we talk about previous failures we've experienced launching these programs, how we would do it differently now, and a full framework you can use to successfully launch your employee advocacy program.2022-08-1639 minCheat Codes: Play The Marketing Game On Easy ModeShould You Post Generic Advice For Reach?Generic content gets tons of engagement. It does so because anyone, no matter their expertise can relate to it. But should generic content play a role in your content strategy? Maybe. Maybe not.
"Create content that stands out in a sea of sameness"
"Make your marketing team a media company"
"Humanize your content"
All of these are common pieces of advice that we hear all the time and neither is inherently bad. In fact, at face value, they both sound like good advice. But they both share something in common—they both lack any context. What does "turn your marketing te...2022-08-1615 minCheat Codes: Play The Marketing Game On Easy ModeCan We Redefine What "Repurposing Content" Means?We've been told for the past decade that we need to be creating one piece of content and repurposing it across all channels. That may have worked in years past, but in an age where everyone is running that playbook, it's no longer enough to show up on all channels. You need to execute well on the channels that you play on. Repurposing no longer means reformatting a video or image for the proper dimension and reposting. You need to optimize the content itself for the platform.2022-08-1026 minCheat Codes: Play The Marketing Game On Easy ModeWhat Would You Do With Unlimited Marketing Budget?Hypothetical question: If you had unlimited marketing budget, how would that change what your current strategy looks like? It's easy to brush off as a silly question, but the fact of the matter is, if you have an idea for something that could be done with unlimited budget, there's a version of that that can be done on a much smaller budget.
And the real question is, is that thing anywhere close to what you're currently doing?
If the answer is "no", this episode is for you.
Join the Discord group and our weekly meetup: https://discord.gg/WqaNskUn2022-08-0628 minCheat Codes: Play The Marketing Game On Easy ModeHow Obaid's Reality As A Content Marketer Came Crashing DownThe question that marketers have feared for years: Yeah, but how are we going to promote the content? The old answer was:
Step 1: Put it in an ebook
Step 2: Send it to our email list
Step 3: Create an ad that sends new people to a landing page so we can get them in a nurture sequence.
Step 4: Repeats from step one until they hit a lead score and can be sent to sales.
In this episode we talk about the new way, how to find a company where you can implement the new way, and how to approach the interview...2022-08-0522 minCheat Codes: Play The Marketing Game On Easy ModeHow Do You Build a B2B Community People Actually Use?Most B2B communities are filled with people that had high hopes when they joined, but 20 minutes after signing up, they never come back. In this episode Todd and Obaid talk about building communities (or groups) that people make checking part of their daily routine.2022-08-0524 min