Louder Than Words with John Bonini John Bonini

In this episode, John catches up with old friend and copywriting savant, Eddie Shleyner. Eddie is the founder of VeryGoodCopy where he has built up a massive audience and profitable personal brand using primarily 2 mediums –– blog posts (what Eddie calls micro articles) and email. 
Things discussed in this episode: 
Teaching yourself a new skill can be done through creating personal projects and writing about what you're learning.Adapting content for different mediums requires adjusting the narrative, word count, and technique to fit the platform's parameters.Authenticity and personal stories can resonate with readers and help build a strong connection with the audience.Choosing the right format for your content, whether it's micro articles, videos, or podcasts, can allow your work to shine and attract the right audience.Timestamps

(00:00) - Introduction

(02:07) - Starting Very Good Copy

(07:20) - Sharing Very Good Copy

(09:12) - Adapting Content for Different Mediums

(11:28) - Learning About Himself and His Creative Process

(14:24) - Starting Point for New Pieces

(15:56) - Writing on the Phone

(23:02) - Authenticity and Connecting with Readers

(25:29) - Choosing the Right Format

(25:55) - Writing about Moments

(27:18) - Breaking Down the Wall

(29:56) - The First Resonating Piece

(33:07) - Lessons from Not Getting Hired

(38:40) - The Impact of Not Getting the Job

(40:10) - Making AI Personal

(49:32) - Curating a Book


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This week, John sits down with content legend Ross Simmonds. Ross is the founder and CEO of Foundational Marketing, an agency focused on distribution, as well as the (new!) author of "Create Once, Distribute Forever."
Discussed in this episode:
Leading with value is crucial in content marketing to avoid being banned or blocked from platforms.Content creators should prioritize distribution to reach a larger audience and maximize the impact of their work.Content has the potential to live beyond the creator and inspire future generations.Repurposing and updating existing content can be an effective strategy for book writing and content creation.Distribution channels like Facebook groups and Twitter chats have evolved over time and require continuous adaptation.Understanding the power of distribution can lead to life-changing opportunities and the ability to make a global impact. Provide value on native platforms and view content distribution as a long-term game of touch points and connection.Test ideas and concepts to see if they resonate with the audience and have content market fit.Creating high-quality content that educates, engages, entertains, or empowers is key.Be strategic and creative in repurposing and sharing content across different channels.***Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount. 

This week, I sit down with a friend and and someone whose work I've long admired––Emily Triplett Lentz. Emily has one of the most prolific and legendary resumes in content marketing, working for brands like Basecamp, Help Scout, Loom, and currently, Calendly. 
Things discussed in this episode: 
Community plays a crucial role in content marketing as it helps build trust and loyalty among target audiences.Basecamp's non-traditional approach to content, driven by strong opinions and clarity in messaging, contributed to its success and loyal following.Synthesizing information from various sources and incorporating different perspectives can lead to more impactful and insightful content.Embrace cultural conversations surrounding your brand and educate your audience to shape the narrative.Leverage your audience's voice to amplify your brand message.Content is the fuel for important campaigns and initiatives.Consider the unique characteristics and needs of your company when developing content strategies.Timestamps

(00:00) - Introduction

(03:32) - The Impact of Content Brands

(05:23) - The Importance of Personal Use Case

(07:11) - Content at Basecamp: Non-traditional Approach

(08:40) - Content at Help Scout: Investing in Community

(11:31) - Content at Basecamp: Freedom and Input

(13:58) - The Power of Contrarian Content

(17:17) - Content at Basecamp: Clarity and Opinion

(21:28) - Content at Help Scout: Learning and Growth

(23:18) - Content as Brand

(24:17) - Engaging and Elevating a Community

(24:17) - Building a Passionate and Influential Customer Base

(30:02) - Engaging in Cultural Conversations

(36:20) - Leveraging Product Virality

(40:16) - Strategic Content Efforts for Limited Resources


Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount. 

This week, John sits down with Chris Savage, co-founder and CEO at Wistia. The team at Wistia has always approached content differently than most other companies. They host, and film, parades. They buy and refurbish old station wagons. They record original music. All for the content. In this episode, John geeks out with Chris to learn all about the how and why behind Wistia's unique flavor of content over the last 17 years. 
Discussed in this episode: 
Creativity and quality are essential in content creation to capture audience attention and build trust.Human connection and trust are crucial in content marketing and brands should focus on building relationships with their audience.Treating content like a product and investing in its quality and research can lead to audience trust and loyalty.Providing a good experience for non-ready customers can help grow the audience and build trust for future conversions.
(00:00) - Introduction

(02:59) - The Power of Details and Originality

(03:55) - The Role of Music in Branding

(05:50) - Recognizing and Nurturing Talent

(07:14) - The Significance of Attention to Detail

(08:12) - The Impact of Presentation and Branding

(09:11) - The Importance of Getting the Details Right

(10:05) - The Value of Small Details in Content

(10:58) - The Evolution of Music in Wistia

(11:54) - The Connection Between Product and Brand

(13:14) - The Impact of Branding on Content

(14:36) - The Power of Creative and Risk-Taking

(16:00) - The Balance Between Quantity and Quality

(19:21) - The Value of Failure and Iteration

(21:20) - The Perception of Audience Size

(22:19) - Investing in Presentation and Brand

(23:14) - The Impact of Tone and Feeling

(25:08) - The Power of Authenticity and Creativity

(26:35) - The Connection Between People and Brand

(27:30) - The Importance of Trust and Guidance

(27:59) - The Power of Creativity and Quality

(28:58) - Building Trust through Content

(29:54) - Delivering Value and Building Trust

(30:24) - The Importance of Human Connection

(31:53) - Creating an Audience of Trust

(32:50) - Treating Content like a Product

(34:14) - Providing a Good Experience for Non-Ready Customers

(35:12) - The Role of Faces in Building Trust

(36:10) - The Importance of People in the Brand

(37:07) - The Rise of the Creator-Led Economy

(38:05) - Maintaining Content Values as the Team Grows

(39:34) - The Success of the Brandwagon Series

(40:29) - The Concept and Execution of One, Ten, One Hundred

***Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.
Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount. 

In this episode, John hangs out with recovering in-house marketer, now founder of Growth Sprints, Brendan Hufford. In the past, Hufford worked in both growth and SEO for companies like ActiveCampaign. Now, he works with SaaS companies to help take them grow through short, focused sprints using his SaaS Growth Sprint framework. 
Discussed in this episode: 
Navigating bureaucracy requires understanding the value of stair stepping and starting with a V1, V2, V3 approach.Transitioning from one career to another often involves taking a step back to gain momentum and escape toxic work environments.Creating a personal brand and consistently producing content can lead to opportunities and growth.Bigger companies often undervalue creative work and prioritize numbers and politicking.The role of individual contributors who have an audience that aligns with the company's audience is highly valuable.Why companies should embrace creators who can not only create content but also contribute to the company's growth.Being interested in your audience and sharing interesting stories and experiences is more compelling than generic content.Traditional keyword research is becoming less effective, and unique angles in content are more important.Timestamps:

(00:00) - Introduction

(02:01) - From School Teacher to Digital Marketing

(04:20) - Starting a Review Website and Learning Marketing

(05:11) - Creating Content and Building a Brand

(06:06) - Transitioning from Teaching to Marketing

(07:05) - Taking a Step Back to Gain Momentum

(09:00) - The Power of Volume and Consistency

(09:54) - Finding Escape Velocity and Building a Liberal Arts Degree in Marketing

(10:53) - The Decision to Leave the 9-5 Lifestyle

(12:15) - The Importance of Slowing Down and Focusing on Quality

(13:40) - Creating Ephemeral Series of Content

(15:58) - Leaving Toxic Work Environments

(20:10) - Navigating Bureaucracy and Frustrations in the Workplace

(22:56) - The Decision to Quit and Prioritize Mental Health

(24:45) - Building Your Own Dream and Being Adequately Compensated

(25:46) - The Importance of Supportive Spouses

(26:16) - The Value of Supportive Relationships

(26:45) - The Challenges of Working in Bigger Companies

(27:16) - The Value of Individual Contributors

(28:14) - The Importance of Being a Creator within a Company

(29:13) - The Restrictions of Working Outside of Work

(29:41) - The Challenges of Hiring Creators

(30:11) - Being Interested and Being Interesting

(31:06) - The Power of Sharing Stories and Experiences

(32:05) - The Effectiveness of Reporting on Brands and Products

(32:36) - The Current Trends in Content Creation

(33:05) - The Importance of Quality in SEO

(34:05) - The Value of Website Content

(34:31) - The Need for Quality and Unique Content

(35:56) - The Evolution of SEO and Content Strategy

(37:19) - The Importance of Quality in YouTube and Podcasts

(38:16) - The Role of SEO in Marketing

(39:14) - The Importance of Unique Angles in SEO

(40:13) - The Value of Important Content

(41:11) - The Importance of Owning the Narrative

(42:04) - The Death of Traditional Keyword Research

(43:01) - The Importance of Unique Angles in Content

(43:57) - The Limitations of Keyword Research

(45:22) - The Importance of Elevating Content

(46:49) - Revamping the Newsletter
***Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount. 

This week, John is joined by Rand Fishkin––one of the true OGs when it comes to B2B content marketing. Rand is the founder and former CEO of Moz and the current founder and CEO of SparkToro. He's also the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World.
Discussed in this episode: 
SparkToro's three-year retrospective The evolution of Rand's marketing approach involved a shift from less strategic and more experimental tactics to a focus on scalability.Balancing scalability and personalization is a key consideration in marketing, with scalable tactics often prioritized for growth.The flywheel mentality in marketing involves investing in tactics that improve over time and deliver better results with each iteration.Working through the challenges of anonymity is crucial for content creators, and success often comes from persistence and stomach for low initial engagement.Standing out in crowded platforms requires finding channels where competition is low and investing in tactics that resonate with the target audience.Designing a business for meaningful engagement involves focusing on a smaller, engaged audience rather than striving for massive numbers.Traditional marketing attribution can be a boondoggle, and focusing on vanity metrics can lead to building a marketing flywheel devoid of competition. Emotionally engaging content leads to business growth.Zero-click content is valuable and can provide benefits without requiring a click.Creating shareable content involves promoting insights and interesting takeaways rather than focusing on clicks.Chapters:

(00:00) - Introduction

(01:28) - SparkToro's Three-Year Retrospective

(07:37) - The Trade-Off Between Scalability and Personalization

(09:30) - The Importance of Scalability in Marketing

(09:59) - The Flywheel Mentality in Marketing

(11:23) - Working Through the Challenges of Anonymity

(12:18) - The Stomach to Work Through Anonymity

(13:14) - Standing Out in Crowded Platforms

(14:42) - Designing a Business for Meaningful Engagement

(16:08) - The Chill Work Approach

(21:50) - Traditional Marketing Attribution as a Boondoggle

(27:03) - The Relationship Between Content and Business Growth

(28:30) - Starting Point for Creating Content

(29:56) - Criteria for Creating Content

(31:22) - The Importance of Enjoying the Work

(32:43) - The Concept of Zero-Click Content

(34:38) - Creating Shareable Content

(37:28) - The Impact of Zero-Click Searches

(40:40) - The Future of Marketing: Zero-Click Content

(44:57) - Favorite Mediums for Creating Content

(46:45) - Approach to Researching for Content

(48:08) - Rand's New Game Studio: Snackbar Studio
***This episode of Louder Than Words is brought to you by Riverside, my preferred tool for recording and editing podcasts. Right now, Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.
***
Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.