Shows
The Long GameMedia Strategy, Ad Tech, and the Future of Search with Michael Walrath (Yext)In this episode of The Long Game Podcast, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies—including RightMedia and Moat—Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of “agentic” AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making d...
2025-09-0356 minThe Long GameA Million Tiny Whispers: The Psychology of AI Discovery & Digital PR with Logan FreedmanIn this episode of The Long Game Podcast, Alex Burkett interviews Logan Freeman, Global Head of SEO at ManyChat. Together they explore the evolving landscape of SEO in the AI era, particularly the rise of GEO (Generative Engine Optimization) and how it’s changing everything from keyword strategy to attribution modeling. Logan shares tactical approaches for optimizing content for LLMs (large language models), including using FAQ schemas, focusing on off-page visibility, and thinking like a product marketer. They discuss how brand mentions are now more powerful than backlinks, why traditional SEO tools fall short for GEO, and how Logan ap...
2025-08-061h 13The Long GameScrappy to Strategic: Erik Episcopo on Building SEO Systems, Navigating AI Shifts, and a Growth MindsetIn this episode of The Long Game Podcast, David Khim interviews Erik Episcopo, SEO Manager at Wiz, one of the fastest-growing cloud security companies (recently acquired by Google). Erik shares his unconventional career path, from answering a Craigslist ad while in Taiwan to building high-scale SEO programs at CrowdStrike and Wiz. They discuss what it takes to be a “super IC,” how AI is reshaping SEO workflows and strategy, and the importance of staying curious and adaptable in a shifting landscape. From experimenting with AI-assisted content to managing massive content refresh cycles, Erik offers a thoughtful, energetic view into what...
2025-06-0455 minThe Long GamePersonal Branding, Online Visibility, and Belief Statements with Finn McKentyThe conversation covers various topics related to personal branding and marketing. Finn McKenty shares his insights on building a visible and impactful online presence, the necessity of adhering to platform algorithms, and the challenges of balancing artistic expression with commercial demands. He discusses his journey from product design and marketing to becoming a successful content creator, offering advice on leveraging platforms like LinkedIn and YouTube effectively. The hosts and McKenty also touch on mental health, productivity, and the impact of online cynicism. They emphasize the importance of pragmatism in marketing and the power of being visible to seize opportunities.
2024-07-311h 12The Long GameKitchen Side Episode 200: The Long Game Magazine Pre-LaunchThe conversation starts with technical difficulties and banter about microphones and boxes in the background. They discuss the 200th episode of the podcast and reflect on their favorite moments and surprises. They talk about the origins of the podcast and how it led to the idea of creating a magazine. They share their experiences with reading magazines in the past and the influence it had on them. They express excitement about creating something tangible and different in today's digital age. The conversation explores the joys and challenges of running a business, as well as the turning points and milestones...
2024-07-1046 minThe Long GameBrand Strategy, Performance Marketing, and Building Engaged Communities with Evelyn FrisonIn this episode, Alex Birkett talks with Evelyn Frison about branding and brand strategy. They discuss how to uncover differentiated selling propositions, conduct research, and identify target audiences. Evelyn shares insights on how branding and positioning inform messaging and marketing, and the integration of brand and performance marketing campaigns. The conversation also covers building communities, drawing lessons from Evelyn's fitness group community, and applying them to marketing, management, and life.Key TakeawaysDifferentiated Selling Propositions: Importance of uncovering unique selling points through research and understanding the target audience.Brand Strategy: How branding and positioning drive messaging...
2024-07-031h 20The Long GameThe Flux in the SEO Industry, What Programmatic SEO Will Look Like, and Taking a Calm Approach to Business with Thenuka KarunaratneThenuka, CEO of Daydream, discusses the changing landscape of programmatic SEO and the importance of context in content creation. He explains how Daydream helps companies leverage their unique data to generate high-quality, AI-driven content for SEO. Thenuka also emphasizes the need for education in the industry to understand and implement programmatic SEO effectively. The conversation explores the future of SEO and the role of automation in the industry. It discusses how automation will impact the different aspects of SEO, such as keyword research, content creation, and performance monitoring. The conversation also highlights the importance of strategy in SEO and...
2024-06-2051 minThe Long GameDigital watercoolers, echo chambers, and big companies who write bad content with Ryan Law (Ahrefs)The conversation explores the challenges of finding sources of inspiration and engaging with online communities. It delves into the importance of in-person interactions and the limitations of digital platforms like LinkedIn and Twitter. The discussion then shifts to the role of conferences in fostering real conversations and the value of personal experiences in content creation. The conversation also touches on the evolving landscape of SEO, the complexity of search algorithms, and the need for quality content. The concept of thought leadership is explored, with a focus on the desired end state and the types of content that can contribute...
2024-06-051h 04The Long GameModern SEO, Information Gain, and Organic Revenue Attribution with Parthi Loganathan (Letterdrop)In this conversation, Parthi Loganathan, the co-founder of LetterDrop, discusses his approach to SEO and content creation. He emphasizes the importance of understanding user intent and providing unique and valuable content. Parthi also highlights the concept of information gain and its role in standing out from competitors. He discusses the evolving landscape of SEO and the need for multimedia and authenticity. Additionally, Parthi explains the difference between demand creation and demand capture in marketing strategies. The conversation covers topics such as omnichannel approach and niching down, inbound leads and approach to LinkedIn, revenue attribution and marketing metrics, brand marketing...
2024-03-2750 minThe Long GameProduct Marketing as a Strategic Role, Differentiating from Competitors, and Iterating on Company Narratives at High Growth Tech Companies with Eve Alexander, VP of Product Marketing at SeismicIn this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on...
2024-03-1354 minThe Long GameThe Content Ops Challenge, Scaling Great Work, Saving the Internet, and the Risks of SEO-Only Content with David Baum (Relato)In this conversation, Alex and David Baum discuss the problems and challenges in content operations (Content Ops) and the need for a new generation of software and tools to support the way people work today. They explore the disarray in content strategy, the gulf between content managers and writers, and the risks of an SEO-first approach. They also emphasize the importance of preserving the human internet and the value of human-generated content in an era of generative AI. Overall, the conversation highlights the need for a more holistic and human-centric approach to content operations. In this conversation, David Baum...
2024-02-2846 minThe Long GameTactical Lessons in Change Management, the Preeminence of Messaging, and Risk Weighted Growth Portfolios with Alefiya DhillaIn this conversation, Alefiya Dhilla discusses her experience with the challenges of technology and productivity, the impact of AI and change management, the role of a measured marketer, the importance of generalists and specialists, navigating politics and emotional intelligence, building portfolios of growth bets, and the journey of her consulting firm, Full Turn. In this conversation, Alefiya Dhilla discusses the synergy of three lines of business and the value they bring to clients. She emphasizes the importance of focusing on early to mid-stage growth companies that prioritize profitable growth. Alefiya also expresses her passion for supporting small businesses and...
2024-02-211h 03The Long GameKitchen Side: The Great Brand Marketing Debate, Snoop Dogg, and B2B Marketers Creating ConfusionIn this conversation, the hosts discuss various topics related to marketing and branding. They explore the meaning of demand generation, the role of advertising, the history of content marketing, and the importance of simplifying marketing strategies. They also touch on the idea of making marketing more personal and tearing down overcomplication in the industry.Key TakeawaysDemand generation refers to the process of creating and nurturing customer interest in a product or service.Advertising plays a crucial role in staying top of mind and influencing customer purchasing decisions.Content marketing has a long...
2024-02-1440 minThe Long GameJenn Long on Complex Content Migrations, Keywords as Customer Research, and Content Portfolio AllocationIn this episode of the Long Game podcast, host Alex Birkett interviews Jenn Long, who shares her expertise in SEO and content strategy. They discuss the challenges of content writing, the synergy between SEO and content quality, and the significance of keyword research for customer insights. Jenn also talks about a blog migration project, the role of AI in content creation, and its limitations. The conversation also touches on Jenn's professional role models, productivity tips, and her marketing approach, concluding with her personal interests and perspectives on loyalty.TopicsThe value of content writingContent format and qualitySEO...
2024-01-2447 minThe Long GameBlogging is Underrated, Operationalizing Subject Matter Expertise into Content, and Scaling in Competitive Spaces w/ Nate Matherson (Positional)In this episode of the Long Game podcast, host Alex Birkett talks with Nate Matherson, CEO of Positional, about the intricacies of SEO and content marketing. Nate shares his reflects on lessons learned from past startup experiences. They discuss the shift from his previous company to Positional, the challenges of the SEO landscape, and the integration of CRO into Positional's offerings. The conversation also covers the importance of data-driven decision making, the value of high-quality content, and Nate's strategy for creating a vast blog on blogging, emphasizing the need for expert insights and multimedia elements to enhance content....
2024-01-1745 minThe Long GameWell I guess this is growing up...Show LinksConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How...
2023-11-0811 minThe Long GameKitchen SIde: Demsytifying "Media Marketing" (w/ Guest Ronnie Higgins)When you think your company is media marketing oriented, you might be focusing on content marketing alone. As you would learn in this episode, Ronnie Higgins, formal Director of Content for Hopin and a formal podcast guest, tells us that while content marketing is a subset of media marketing, there is a thing line between them and intently pushing just SEO materials or not, bridges the gap.Show topics:What are the defining characteristics of a media company?The misunderstanding behind effective media marketing.How does a company think and act like a media c...
2023-02-1053 minThe Long GameHow to Market to Developers with a Product-Led Growth and Enterprise Go-to-Market PlaybookIt feels like every SaaS company is scrambling to figure out their developer marketing strategy. But is it actually any different than all your other marketing strategies? Francesca Krihely has spent over a decade at MongoDB and Synk solving for this persona. In this episode, we rumble through what you need to do — and what to avoid — to build relationships with developers.TopicsThe DevSecOps communityHow to market well to developersWhat to do when you're starting a projectUnderstanding the developer personaImportance of design thinkingBuilding a CareerBe a "learn-it-all", not a know-it-allShow LinksCheck out Sn...
2023-02-0858 minThe Long GameHow Marketers Waste Time and Resources, and the Audacity of Big Goals with Jakub RudnikWhen you’re on the hamster wheel of content creation, it can feel hard to get off. When you zoom out, though, it turns out there are more-strategic ways to look at what you’re making and why. Jakub Rudnik’s created content for renowned organizations like G2, Chicago Tribune, and now Scribe. Buckle up for this conversation where he shares his tips for being more intentional.TopicsDefeat imposter syndrome through successEnable your teams to deliver better contentWe follow people for their brainsShould you worry about appearing salesy?Company culture can complicate contentContent strategy is an int...
2023-02-031h 12The Long GameJay Acunzo on Creativity, Storytelling, and Why You Need Courage to Break Out of MediocrityStorytelling has existed since the beginning of civilization. But how do you learn to do it better? According to Jay Acunzo of Unthinkable Media, all it takes is conviction and commitment. In this conversation, he tells stories about how to tell better stories — meta, we know.TopicsWhat to learn from Anthony BourdainHave a vision for your contentThe difference between “good” and “effective”A story’s purposeHere’s the thing about…Role of communicatorThe goal of a storytellerIntegrate mindfulnessWorking more bravelyShow LinksCheck out Unthinkable MediaFollow Jay Acunzo on LinkedIn or TwitterConnect with Omniscient Digit...
2023-02-011h 11The Long GameAffiliate-Driven Content Sites and Link Building with Sandeep Mallya (99Signals)Is it possible to do affiliate marketing without losing your soul? According to 99signals founder Sandeep Mallya, it is. And while there’s no shortcut to success, there are key principles to embody along the way. Enjoy our conversation with him.TopicsBe authenticBeing critical to your affiliatesHow to become an affiliate marketing expertThe importance of being organic in your writingDon’t be afraid of competitorsThe secret to great SEO contentRevisit and update your contentAI content creating toolsThe important of finding your voiceGet feedbackShow LinksCheck out 99signalsFollow Sandeep Mall...
2023-01-1854 minThe Long GameEvent-Led Growth and Customer Education with Mark Kilens (Airmeet)Technological advances are coming so rapidly that the phrase “what got you here won’t get you there” rings true for almost every industry and business model.When the only thing constant is change, it becomes increasingly important for teams to not just keep their house in order, but also continuously scan the horizon for the next great threat, resource, or opportunity. Sustainable success will require a deep understanding of both immediate and long-term customer needs, so that you can recruit the team and resources needed to address them.In today’s episode of The Long Gam...
2023-01-1148 minThe Long GameOffice Hours: Building SEO Growth Loops with Kevin IndigBefore you know it there’s another SEO “growth hack” going around. But, like all trends, they come and go. Few strategies survive the test of time. And few people know them like Kevin Indig (ex-Shopify). In this Office Hours workshop, Kevin peels back timeless principles for how your growing company can approach SEO.TopicsScaling SEOIntegrators vs. AggregatorsGrowing your marketplaceAggregator and integrator approach to SEOSEO Growth loopCompounding effects of self-reinforcing growth loopSelf-reinforcing growth loopHow to compete in SEOShow LinksConnect with Kevin Indig on LinkedIn and TwitterPast guests on The Long G...
2022-12-2827 minThe Long GameUpcoming Trends in Marketing According to Futurist Mark SchaeferMarketing: the more it changes, the more it stays the same. For every new buzzword that blows up on Twitter, there are as many timeless principles about how to succeed. Mark Schaefer is a globally-recognized author, keynote speaker, futurist, and business consultant who blogs at Businesses Grow — one of the top five marketing blogs of the world. He has spent his entire career learning to separate the signal from the noise in business. In this conversation, we cover whether trends matter, why dirty businesses lose, and how to win in a post-SEO world.Show...
2022-12-2147 minThe Long GameProduct Led-Growth Benchmarks with Sam Richard (ngrok)Product-led growth — so hot right now. Sam Richard has helped SaaS companies adopt these strategies during her time at OpenView. Today she is Head of Growth at ngrok, the programmable network edge that adds connectivity, security, and observability to your apps with no code changes. In this conversation, she unpacks how companies of all shapes and sizes can find better ways to grow.TopicsFind inspiration everywhereWhat defines product-led?Lean into strengthsStay focusedFind your indicatorPLG exists on a spectrumInvest in both product and messagingSubscriptions: a tried-and-true revenue modelHow to find your startup ideaWhen “doing” matters...
2022-12-0754 minThe Long GameRecent Trends and Building an Audience with Amanda Natividad (SparkToro)When creating a personal brand, people often spend too much time on “brand” and not enough time on “personal”. Amanda Natividad, VP of Marketing at SparkToro, has found a way to tell your story in an authentic — and compelling — way.In this episode, she dives into how to build a personal brand without losing your soul, why knowing your “why” is the key to building an audience, recent trends, and much more. TopicsTest out content ideas at eventsRefine ideas through feedbackQuiet quitting can be goodHow to build an audiencePersonal content strategyTry telling your storyAct like you...
2022-11-3049 minThe Long GameHow to Write for Humans, But Optimize for SEO with Maddy Osman (The Blogsmith)In business, there’s no way to know everything ahead of time. And while you can’t predict the future, you can influence it by learning the right lessons in the present. Maddy Osman, Founder of The Blogsmith, and author of “Writing for Humans and Robots”, has applied this growth mindset in her own work. Listen to the conversation to hear why it’s good to plan to fail, and how 1 + 1 = 3.Show TopicsHow to plan for problems in your processBuild a muscle of helping customersFigure out what you're good at, then using it to your advantageT...
2022-11-2346 minThe Long GameHow to Build A High-Performing Marketing Team with Andrew DaviesIt’s an interesting time to be a marketing leader. Your prospects want more value, your teams want more clarity, and your boss wants more ROI. Oh, and you need to do this without growing headcount like you used to. Andrew Davies, CMO of Paddle, has lived this firsthand. He offers timeless advice for how to get more done with less and improve yourself at the same time.Show TopicsFind what the market needsWinning hearts and minds mattersHow to align prioritiesMarketing is a gameBuilding trustTake pride in your workWork On The Business, Not In...
2022-11-0255 minThe Long GameHow to Level Up as a Growth Marketer with Joe Lee (Ontra)There’s a lot of appeal to working for a flashy, up-and-coming startup. But Joe Lee, VP of Growth Marketing at Ontra, has always focused on achieving the best job titles and experiences instead of working for the “sexiest” companies. For Joe, growth marketing provided the perfect opportunities to advance in his career and get to where he is today. Growth marketing has become the de facto title for the person on the marketing team dedicated to growth, whether it’s through users, leads, pipeline, or revenue. In this episode, Joe talks to us about the import...
2022-10-191h 09The Long GameData-Driven Thought Leadership with Alicia Johnston (Sprout Social)Quality content is the difference between run-of-the-mill advertising and a campaign that grabs people’s attention. But cultivating your talent as a content writer takes intentional work. Alicia Johnston, Director of Content at Sprout Social, has experienced both being and managing content marketers. What’s one common denominator for good content writers? Their skills go beyond writing. In this episode, Alicia tells us what makes content writers unique, how to create strategic content, and why you should merchandise your work.Show TopicsTarget customer personasListen to social mediaUnderstand the gameAsk the same questi...
2022-09-071h 19The Long GameKitchen Side: Meeting Demand (SEO) vs. Establishing DemandWhat's the difference between creating demand in marketing and establishing it? The answer may not be as clear-cut as you think. Capturing demand and creating demand are actually two sides of the same coin. You can't create demand out of thin air. All you can do is capitalize on existing demands—whether people are aware of those demands or not. In this episode we talk through meeting demand versus establishing demand, how to evangelize your product, and why the best markets are the ones people don't even know exist.Show TopicsDon’t rely...
2022-08-1738 minThe Long GameMarketing to an Over-Marketed Society with Michael BrennerJoin us for Office Hours on Demand Creation: https://beomniscient.com/office-hours/Content marketing is about a lot more than spending money on banner ads and sending out leaflets in the mail. For Michael Brenner, CEO of Marketing Insider Group, content marketing is a two-way dialogue between a company and its audience. With content marketing, you build trust through consistent interaction with customers. And Michael believes that the more credibility you have with customers, the more they’ll be willing to listen to what you have to say. Michael spoke with us ab...
2022-07-261h 04The Long GameKitchen Side: How We're Planning to Survive our First RecessionJoin us for Office Hours for a 30-min workshop on Demand Creation.The top question on the minds of business owners and marketing leaders alike is: how do you prepare for a looming recession? Inflation and economic uncertainty have plenty of companies concerned about what the future holds. In this episode of Kitchen Side, we share how we are staying on the defense through a pending recession and how you can stay diligent too. We cover how to handle an anxiety-inducing news cycle, ways to allocate your resources during a recession, and...
2022-07-2048 minThe Long GameRoss Simmonds on Life Lessons from Nanna and Building a Content Distribution EngineIn loving memory of Onita Simmonds. How do a grandmother’s life lessons apply to business? Ross Simmonds translates the life lessons he learned as a kid into core values that help his business and team members grow. As the Founder and CEO of the content marketing agency Foundation, Ross focuses on developing others, staying curious, and driving results for his clients. He talked to us about why it’s important to embrace a mindset of abundance, hire based on values, and stay true to yourself in order to succeed in both life and bus...
2022-04-0153 minThe Long GameHow to Build an Audience-Driven Marketing Machine with Emily Marsh (Iconosquare)Struggling to reach your target audience? You’re not alone.While the execution may be challenging, the secret is simple: listen to your customers.Emily Marsh joined us on The Long Game podcast to share her go-to marketing techniques to engage prospects.As a content manager and podcast producer at Iconosquare, an all-in-one analytics and management platform for social media marketers, building an audience-driven marketing machine is Emily’s bread and butter. She offered up some valuable insights on TikTok, SEO, and the best ways to approach audience-driven content.Show TopicsMa...
2022-03-1044 minThe Long GameIn-Person, Virtual, & Hybrid Events with Rebecca Miller (Splash)Rates and reviews really help our podcast reach new audiences. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997. What can a career in PR teach you about event marketing? Rebecca Miller believes that it builds the foundation for how to frame a story, a necessary skill for any content marketer. Rebecca uses her background in PR to inform how she approa...
2022-02-021h 09The Long GameBuilding High Quality Events with Vasil Azarov (Growth Blazers)Real quick ask. Can you leave us a review on whichever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to Content Strategy Frameworks course, valued at $997. Rates and reviews help us grow and attract new guests, so we’d really appreciate it.With the pandemic forcing many businesses to shut down in-person conferences and events, companies have turned to a different avenue: virtual meetings. But tapping into technology requires a different approach than in-person event-planning if you...
2022-01-2655 minThe Long GameSEO as a Distribution Channel, and more with Mischa Vaughn (Webflow)Real quick ask. Can you leave us a review on whatever podcast platform you’re using? If you do, let us know at info@beomniscient.com or tweet at us and we’ll enter you to win lifetime access to our Content Strategy Frameworks course, valued at $997. Rates and reviews help us grow and attract new guests, so we would really appreciate it.The word “content” is no longer sufficient for what it encapsulates. When people think of content, they think of blogs and social media channels. But in the modern world, content also includes branding...
2022-01-211h 06The Long GameTactical Tips to Move the Needle in SaaS Copywriting with Josh Garofalo (Sway Copy)Good copywriting is about persuasion, not manipulation. It’s getting someone to do something that’s in their best interest through writing. And it’s the “best interest” part that’s important. Effective website copy moves people from Point A—where they are now—to Point B, where things will be better for them. SaaS Consultant & Copywriter Josh Garofalo has spent several years learning what does and doesn’t work when it comes to website copy with his business, Sway Copy. In this episode, he explains the human-centered tactics that are a win-win for both company and customer...
2022-01-121h 12The Long GameBuilding Competitive Marketing Content with Sam Chapman (Aprimo)The ease of publishing content online means anyone can become a content creator with the click of a mouse. So how do companies make their content stand out in the endless sea of ad campaigns and marketing tactics? Sam Chapman is a content strategist, brand builder, and storyteller. As Content Director at Aprimo, he heads up brand experience and creative direction, and mapping content strategy to growth objectives. Sam has over a decade of experience in content operations, communications, and brand management for startup and global B2B tech organizations.In this episode, Sa...
2022-01-051h 12The Long GameWhy Content Marketing Should Sell... and More Lessons with Tyler Hakes (Optimist)Marketing agencies are a dime a dozen, but Tyler Hakes wanted to build Optimist differently. Tyler found himself often frustrated that companies and agencies often play a game of telephone, never actually speaking with the people who were creating content on their behalf.That’s why Optimist functions as a collective of high-level freelancers of varying specialties, who come together to take content strategy for Optimist’s clients from end-to-end. In this episode, Tyler shared the lessons he’s learned over the past 5 years of running Optimist, and why he always thinks of content...
2021-12-291h 23The Long GameHow To Increase your Experimentation Wins with Andrew Anderson (ZenBusiness)Many people think of testing and optimization as selecting one tactic and then seeing if it has a positive or negative impact. But that’s just validating ideas, and not the best way to maximize outcomes or profit. In fact, that approach has a less than 10% success rate in terms of winning experiments. According to Andrew Anderson, Head of Website Optimization Programs at ZenBusiness, the better way to experiment is to move from a validation mindset to a discovery and exploitation mindset. In this episode, Andrew explains what this tactic looks like and how it can...
2021-12-221h 04The Long GameHow To Fuel Your Content Machine with Kevin Indig (Shopify)If you have any familiarity with SEO, you’ve heard of EAT: Expertise, Authoritativeness, Trustworthiness. It’s part of the guidelines by which Google judges the effectiveness of its algorithm and a benchmark for content creators. Like anything else in the SEO world, people have tried to hack it, but in this episode of The Long Game, Kevin Indig, Director of SEO for Shopify, explains how to authentically establish trust in your content so that it inspires shares and links, and fuels your entire content machine. This episode is shorter than usual because it was...
2021-12-1531 minThe Long GameActionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)SEO is often presented as a huge checklist of things that need to be done before you can even consider hitting publish. Miss a step and your content will be dead on arrival. But the truth is some of those things can make a big impact on how content ranks, but some of it is just noise. Dan Shure, founder of Evolving SEO and host of Experts on the Wire, said good SEO comes down to paying equal attention to both the big picture of content—the structure and purpose—and the small details that make a...
2021-12-081h 27The Long Game040: From Journalism to Marketing and Keeping the Human Element in Mind with Chelsea Castle (Chili Piper)Journalists often make the best marketers. That’s because journalists are trained to focus on the human element of a story, and good marketers understand what drives a human connection with content. According to Chelsea Castle, former journalist and Director of Content at Chili Piper, the best marketing doesn’t feel like marketing. She talked to us about how to keep the human on the other end in mind when creating content and shared the two things that all content marketers should stop doing to better engage with their audience.Show TopicsUse journalism skill...
2021-12-0139 minThe Long Game039: Impactful Case Studies with Emma Siemasko (Stories By Us)Freelance content creators wear a lot of hats while working their day jobs: writer, business manager, and client liaison, to name a few. There is always a new skill to learn or process to polish up on. But it’s hard to know which areas freelancers should focus on when they’re trying to grow their skills. As the founder of Stories By Us and co-host of the podcast Freelance Writing Coach, Emma Siemasko knows a thing or two about finessing the freelance life. In this episode, she talks to Allie about how she creates awesom...
2021-11-2442 minThe Long Game038: Evolve Your SEO and Content Marketing with Ross HudgensWhen you think of content marketing, you probably think of blog articles and social media posts. But great content marketing goes beyond just words and includes the whole experience of copy, design, and frameworks. It’s all of the things that work in tandem with the writing. For Ross Hudgens, founder and CEO of Siege Media, the thing that has set his agency apart is its focus on good design. It’s what’s landed them bigger upmarket brands like Casper and Zillow. In this episode, Ross talked to us about how his agency puts an empha...
2021-11-171h 24The Long Game037: Kitchen Side: What Should a Content Marketer Be Goaled On?What should a content marketer be goaled on? This is a tricky question, as business goals and content marketing goals aren’t always one and the same. While content marketing initiatives do need to be strategized and held accountable in one way, shape, or form, the big question is: how? This topic was inspired by a Slack forum conversation where a content marketer was bemoaning being goaled on leads attributed directly to content. Their reasoning? That this type of revenue-driven goal clashed with a customer-focused approach, where some of the true value of content marketing lies. In...
2021-11-1057 minThe Long Game036: Content Experimentation & Why a Formal Education is Not Required with Shanelle Mullin (Experimentation & Analysis Lead, Shopify)Sometimes your career milestones are clear as crystal, and sometimes they only become clear in retrospect. Shanelle Mullin has had an exciting path, from writer at CXL to Experimentation & Analysis Lead at Shopify. At each juncture, she’s followed intriguing people and her own innate curiosity. Alex and Shanelle worked together in the trenches as writers at CXL. They reunited on the podcast to chat about the worlds of content and experimentation, and how creativity and professional work can diverge and collide in interesting ways. Show TopicsFormal education vs. learn...
2021-11-031h 14The Long Game035: How to Create a Revenue-Generating Blog with Ryan RobinsonRyan Robinson is a blogger, podcaster, and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.Blogging about blogging is pretty meta, but it’s how Ryan has built and sustained a successful blog for almost 10 years. He’s gone from documenting what was and wasn’t working in his day job, to writing about freelancing and building digital products for other writers like templates and courses. What was once his side gig has turned into a full-time career. In this epi...
2021-10-271h 19The Long Game034: Building a Thriving Career as a Wordsmith with Juliana Casale (Content Strategist at Wave)How much does self-professed “word geek” and bibliophile Juliana Casale love writing? So much that she’s done pro-bono writing in exchange for free passes to beer festivals. Yet she’s come a long way since, thanks to her talent, work ethic, and a zeal for embracing new challenges. For the past ten years Juliana has held roles at a handful of small and mid-sized B2B SaaS startups, as well as running her own freelance business. Currently Juliana is a Content Strategist at Wave, an all-in money management platform for small businesses. In this episode Ju...
2021-10-2036 minThe Long Game033: Growth Mentorship & Avoiding Burnout with Dani HartWhat can a career in company growth teach you about personal growth? Dani Hart believes it teaches you to keep a growth mindset and take the time to learn from your mistakes—whether you’re running marketing campaigns or developing your own core values. Formerly the Head of Growth for Growth Hackers, Dani now focuses on growth mentorship and helping people avoid burnout. She talked to us about the ways people can keep burnout to a minimum, from cultivating good stress to reconditioning how we think about hard work.Show Topics:Balance between stress and r...
2021-10-1354 minThe Long Game032: Mastering Email Conversion & Strategy with Samar OwaisSamar Owais is an email conversion strategist for SaaS and eCommerce brands. She helps companies like Hubspot, Drip, and Pinterest as well as numerous ecommerce brands increase conversions, retain customers, and fix the money-leaking gaps in their emails.We’ve all reached that point where we hit a professional wall. Our work loses its luster, and we dread opening our laptop. Sometimes it’s due to not recharging with sleep and downtime. Sometimes it’s a specific project that’s not appealing. As Samar Owais discovered, sometimes it’s because your entire professional focus needs a refresh. In this...
2021-10-061h 10The Long Game031: The Fundamentals of Conversion Rate Optimization with Brian Massey (Co-Founder, Conversion Sciences)Brian Massey is the Co-Founder and Managing Director of Conversion Sciences, and author of the book Your Customer Creation Equation. His rare combination of interests and experience developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Brian Massey believes that being curious is more important than being right. Sometimes the data supports your hypothesis, but sometimes it shows you that you had it all wrong and it’s time to change course. Brian has a clear approach to conversion rate optimization: gather data on everything you possibly can. In this epis...
2021-09-291h 14The Long Game030: Kitchen Side: Is Your Blog a Publication or a Library?In 2018, Jimmy Daly, then VP of Growth at the content marketing agency Animalz, wrote a compelling post titled Your Blog Is Not a Publication. It outlined why a publication mindset was expensive and problematic, and why “library” style content hubs were superior. In this episode of Kitchen Side, our team explores how we conceptualize this argument in the modern day. Times have changed, and the clearcut argument that Jimmy made isn’t quite as clear. Show Topics:The definition of a library vs. a publicationPublications create demand, libraries meet demandNew SaaS companies can stand out with publica...
2021-09-2252 minThe Long Game029: The Art & Science of Hacking Growth with Morgan Brown (VP of Growth, Shopify)Morgan Brown is Vice President of Growth Marketing for Shopify where he’s responsible for Shopify’s merchant growth. Prior to Shopify, he was a Director of Product at Facebook working in the Messenger organization. He is also the author of Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success. Morgan has spent his career helping companies of all sizes grow at the intersection of digital marketing and product development. Growth is a word that has nearly lost its meaning. Somewhere along the way, it went from a model that prioritized product and experimentation to being...
2021-09-151h 27The Long Game028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Ty Magnin is the Director of Marketing, Content & Web at UiPath, a software automation company. That means he spends a lot of time building and maintaining website and digital content experiences for different audience segments. Before UiPath, he grew Appcues on 95% organic inbound content as a member of the founding team. And before that, he was the first marketer at Work Market, where he helped the team scale to an acquisition by ADP. He loves building audiences—on Twitter, at a conference, for a blog—wherever.There are many different ways to start a marketing caree...
2021-09-081h 17The Long Game027: Kitchen Side: Is Organic Traffic the Best Traffic?There are many ways to drive traffic to your website. Organic, direct, paid, referral, social—each has a place and purpose in the greater marketing scheme. Organic traffic has long been held up as the “best” type of traffic. The truth? It depends. All too often organic traffic is driven by surface-level content that doesn’t actually convert customers. In this episode, as part of our Kitchen Side series where we take you behind the scenes at our agency, the Omniscient team debates the value of organic traffic. We discuss why keyword search volume is overrated...
2021-09-0134 minThe Long Game026: Honing Freelance Writing in a Noisy Market with Kaleigh MooreKaleigh Moore is a freelance writer covering retail and e-commerce for software companies like Shopify and Stripe. She also covers sustainable fashion for publications like Forbes, Adweek, and Vogue Business.Kaleigh started her freelance career nine years ago and has grown her brand into an amazing mix of B2B SaaS content marketing, authoritative retail journalism, freelance community building, and consulting.Allie first met Kaleigh five years ago, when she was initially considering her move into freelance writing. She was Kaleigh’s first coaching client and gives her full credit for where she is today....
2021-08-2650 minThe Long Game025: From Creative Contributor to Creative Catalyst with Camille Trent (Head of Content, Dooly)Camille Trent is the Head of Content at Dooly, the fastest way to update Salesforce. Some content marketers thrive on being a jack of all trades. This is especially true of Camille. Her background spans advertising to copywriting to product marketing, and she draws on all of those skills today. Startups are Camille’s current sweet spot, and she has a clear knack for getting inside the heads of others—whether that’s the sales team or her customers—in order to best understand how content should work from the inside out. In this episode, Allie and Ca...
2021-08-1852 minThe Long Game024: Community Driven Content with Sean Blanda (Director of Content, Crossbeam)Sean Blanda is the Director of Content at Crossbeam. Crossbeam is a Partner Ecosystem Platform that helps companies securely exchange data when partnering. People use Crossbeam for real-time account mapping, sourcing leads, and vetting co-marketing opportunities.Sean is passionate about content that builds communities and brings people together. In this episode, host Allie Decker talks to Sean about how he’s scaling his content team at Crossbeam, and how being a Director of Content isn’t that much different from SNL’s Lorne Michaels. Connect with Sean at www.seanblanda.com and follow him on Twitter...
2021-08-1031 minThe Long Game023: How to Differentiate Content in a Crowded Space with Brooklin NashDo you call yourself a freelance writer or content marketer? There’s a fine line between the two, and the modern content marketing world is full of possibilities. In this episode, Alex talks to Brooklin Nash who has 8 years of content marketing experience. Outside of his full-time role as Manager of Community Content for Outreach, he's Head of Content at Sales Hacker. His clients include: Mixpanel, Intricately, MediaRadar, Metadata.io, and PostBeyond as a guest contributor, and he's written for G2, Drift, Business2Community and MarketingProfs. His full-time role at Outreach focuses on helping salespeople weav...
2021-08-041h 14The Long Game#022: Buyer Personas Don’t Have to Suck! with Adrienne Barnes (Best Buyer Persona)Adrienne Barnes is the Founder of Best Buyer Persona, and a B2B SaaS Content Marketing consultant. Here’s a staggering statistic. In a survey conducted by content marketing consultant Adrienne Barnes, 85% of marketers said they create buyer personas. Want to know how often they used them? 77% said never. The cold reality is that traditional buyer personas have become a “check the box” marketing practice - and a waste of time. That’s why Adrienne created Best Buyer Persona: to re-imagine how personas are created, and turn them into something informative and actionable. In this...
2021-07-281h 15The Long Game#021: Creating vs Capturing Demand and Category Creation with Chris SchreiberChris Schreiber is the Head of Marketing at Qwilr. He has over 15 years experience marketing and selling software products, starting his career at Google where he led promotional campaigns to generate buzz around the launch of key Google products/initiatives, including Google Apps, Docs, Photos, Open Social and Blogger. He went on to lead the marketing teams at high-growth software companies like Sharethrough and Brandcast.In this episode, Chris shares how to get started, effective tactics for creating demand, and how to empower your users to spread the word. When marketing a product, you’re usu...
2021-07-2143 minThe Long Game#020: Spark Creativity and Generate Memorable Content with Ryan Law (Director of Marketing at Animalz)Ryan Law is the Director of Marketing at Animalz, where he's worked with companies including Google, GoDaddy, Clearbit, Wistia, and Algolia. He's been a writer, content strategist, team lead, marketing director, and agency co-founder. He's also the author of the post-apocalyptic novel The Green Priest.Ryan is well known for his thought leadership and strong voice in the content marketing space. Penning articles like Copycat Content and How to Differentiate Your Content in Crowded Spaces. In this episode, Ryan discusses surefire ways to spark your creativity, generate memorable content, and get it in front of the right p...
2021-07-141h 19The Long Game#019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)Most freelance writers choose to be freelance because of the autonomy, but that doesn’t mean they can work in complete isolation.Michael Keenan is co-founder of Peak Freelance, and a freelance SaaS writer. He’s created a community for experienced freelance writers to get support, resources, and a boost of confidence. In this episode, he talks about how to grow a professional community while keeping it personal, the ways a freelancer can raise their rates, and the importance of finding performance data. He also shares some priceless advice from a ‘sex tech leader’...
2021-07-061h 02The Long Game#018: Kitchen Side: How to Talk to Your CMO About Content MarketingInfluencing without authority is especially impactful as a content marketer. In this episode of the Kitchen Side series, we get into how to talk to your Chief Marketing Officer about content marketing, and general points around marketing leadership. We cover how to best interact to advance in your career, align with the mission of your company, and to get buy-in for innovative ideas. We hope you’ll take away tactics to fight uphill battles around outdated methods.This episode is also for CMOs who want to learn empathy for working with ambit...
2021-06-2934 minThe Long Game#017: Kitchen Side: How Do Growth and Content Overlap?If you’re new here, Kitchen Side is a series where we take you behind the scenes at Omniscient Digital to hear the conversations, brainstorms, discussions and inner workings of our content marketing agency. In this episode, we talk about the relationship between content marketing and growth. How do the two functions interact in organizations? Does content play a fundamental role in growth? Or is it separated by metrics or organizational structure? As an agency goaled on performance metrics, we find that the two are intertwined and synergistic. We dive into this and explore solutions to get you...
2021-06-2235 minThe Long Game#016: Leveling Up in Business and Marketing with Eric Siu (CEO of Clickflow)Eric Siu is the founder of content intelligence software ClickFlow, which helps you grow your traffic while looking like a genius. He is also the Chairman of the ad agency Single Grain and has worked with companies such as Amazon, Airbnb, Salesforce and Uber to acquire more customers. He hosts two podcasts: Marketing School with Neil Patel and Leveling Up, which combined have over 50 million downloads to date. He also speaks frequently around the world on marketing and SaaS.In this episode of The Long Game, David Ly Khim talks to Eri...
2021-06-0937 minThe Long Game#013: A Fireside Chat with Tim Soulo, CMO at AhrefsAhrefs’ CMO Tim Soulo believes in practicing what you preach - and for good reason. Ahrefs is an SEO tool with a powerful content strategy. The popular platform attracts traffic with a balance of keyword targeting and genuinely valuable content. How does Tim keep Ahrefs’ output ranking at the top? By investing in new ideas and top-notch industry leaders to keep his content going. In this episode of Office Hours, Tim and Alex talk about how to win the content ranking game. The conversation touches on topics such as appealing to customer imagination, the importance of learning the SEO rope...
2021-05-1135 minThe Long Game#012: Email Marketing Advice from Ilona Abramova (VP Operations at AppSumo)In this episode, Alex Birkett talks to Ilona Abramova who is VP of Operations at AppSumo, and an absolute genius at email marketing and copywriting.This convo is very different from our other Long Game episodes. First, Ilona and AppSumo are a client of Omniscient’s. Second, Ilona’s a friend and someone who shares Alex’s divergent and semi-ADD tendencies in conversation (according to Alex himself).Finally, instead talking about content marketing or diving into Ilona’s background, he thought it would be cool to do a live consultation. In this episode, Ilona teaches Alex how...
2021-05-041h 51The Long Game#011: Kitchen Side: Finding, Vetting and Hiring FreelancersIn this Kitchen Side series we show you behind the curtain at our own agency, Omniscient Digital. In this episode, co-founder Alex Birkett and Head of Content, Allie Decker discuss hiring and managing freelance writers.They bring their varied experiences to the conversation. Previously, Allie was a full-time freelance writer, while Alex has hired and worked with freelancers for in-house roles as well as for his personal website.They cover how to find and vet freelancers, how to onboard them and communicate your expectations, and some potential pros and cons of working with freelancers.
2021-04-2245 minThe Long Game#010: Pursuing Excellence & Principles for Running 3 Businesses with Peep LajaPeep Laja is the founder of CXL Institute (formerly known as ConversionXL, an education platform for marketers, analysts, UX professionals, etc.), Wynter (a platform to test your copywriting and website or product messaging), and Speero (a CRO agency). Depending on when you met him, you might know Peep as the “CRO guy”, the CRO guy who wears the paper boy hat, the powerhouse blogger and conference speaker, or the guy on Twitter who consistently posts blunt and brilliant insights. Alex Birkett goes way back with Peep. In fact, he used to work for him! As such h...
2021-02-231h 50The Long Game#009: Building Communities, Teams and Companies through Marketing with Sabel HarrisSabel Harris and David Ly Khim met through their co-marketing efforts while she was at Contactually, and during David’s time at Hubspot. Sabel has held various roles as Director of Marketing at tech start-ups and she’s built communities, teams and companies. She was recently elected and currently serves as her district's Advisory Neighborhood Commissioner for District 1B12 in Washington, D.C. Outside of her public office work, she is the Director of Marketing of Demand Generation at EVERFI, an education technology company. In this episode, Sabel and David talk about balancing two full-time jobs...
2021-02-161h 25The Long Game#008: Marrying High Caliber Content with a Demanding Publishing Cadence with Tracey WallaceTracey Wallace is currently the Director of Marketing at MarketerHire, an on-demand talent marketplace for pre-vetted, expert marketers. Previously, she was the Head of Marketing at Eterneva (eternity + eva), the Global Editor in Chief at BigCommerce, and the Senior Content Marketing Manager at Umbel. She studied English, planned on becoming a novelist, and worked in media and journalism directly after college. Tracey is a world class writer, editor, manager, and networker. She has a contagious buoyancy and optimism, and truly cares about the quality of the work she puts out into the world. In...
2021-02-091h 21The Long Game#007: Lessons in Risk, Game Theory, and Winning at Marketing with Bill KingBill is the Director of Marketing at Frase, an artificial intelligence platform that helps growth teams drive organic traffic and improve conversion rates with integrated SEO and on-site search tools. Bill is a former professional poker player turned marketer. He met Alex on Twitter and they've gotten along swimmingly since. They share interests in esoteric matters such as decision theory, game theory, experimentation, SEO & content marketing, meditation, sailing and music. They both played in bands and seriously considered music as a career. In this episode, they cover these topics and discuss Bill...
2021-02-021h 51The Long Game#006: Kitchen Side: How Top Content Creators Build Passionate AudiencesThis episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital. In this episode, Omniscient Digital’s co-founders Allie Decker and Alex Birkett discuss how to build an audience and a passionate following. Jimmy Daly, former Content Marketing Director at Animalz, wrote an article called “Your Blog is Not a Publication”. Most blogs won’t develop a big audience of passionate followers who read every post chronologically, but you can certainly set your b...
2021-01-2653 minThe Long Game#005: Kitchen Side: How To Be An Effective Content Marketing StrategistThis episode of The Long Game is part of our Kitchen Side series, where we show you behind the scenes discussions, brainstorms, and decision making processes that happen at our content marketing agency, Omniscient Digital. In this episode, our Content Growth Marketer Karissa Barcelo interviews Omniscient Digital’s co-founders Allie Decker and Alex Birkett about the role of a Content Marketing Strategist.What does a CMS actually do day-to-day, as well as quarterly and annually? How do they fit into the broader content program and broader marketing organization? What makes an effective content strategist versus an...
2021-01-191h 00The Long Game#004: Kitchen Side: How to Build a Content Editorial CalendarThe Long Game is a podcast which consists of our long-form interviews with experts and thought leaders on the topics of content marketing operations and strategy.But this particular series of the podcast is so meta. We call it Kitchen Side. It's an inside look at how the sausage is made at our company, Omniscient Digital.One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.In this episode, we discuss how...
2021-01-1229 minThe Long Game#003: Finding Your Creative Sweet Spot with David KadavyIn this episode of The Long Game we interview David Kadavy, author, podcaster and self-publishing coach. He’s the author of three books: The Heart to Start, Design for Hackers, and most recently, Mind Management Not Time Management.His podcast, Love Your Work, features both interviews with experts like Seth Godin, James Altucher, and Dan Ariely, as well as solo monologues on topics like the barbell strategy.If we had to sum up David, it would be a “creator,” or a “clear thinker.” Writing seems to be his preferred medium, but he seems to be mostl...
2021-01-081h 30The Long Game#001: Content Operations, Automation, and Storytelling with Tommy WalkerIn this episode, we interview Tommy Walker, a content strategy consultant and founder of WalkerBots Content Studios, (formerly at Shopify and Intuit). He was first propelled into marketing after getting fired from his $12 hour job over a pair of pants. (You’ve gotta hear this story.)He went on to write articles on a freelance basis, and eventually landed a role at CXL as Editor in Chief. Alex says Tommy has mentored him over the years in everything from content operations and automation, to managing freelance writers.Tommy says, return traffic is the mos...
2020-12-1656 min