1120: 3 Approaches to Keep Content Marketing Fresh w/ Neil Morgan

WEBVTT 1 00:00:00.120 --> 00:00:04.240 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.440 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.630 --> 00:00:14.189 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.310 --> 00:00:19.670 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.750 --> 00:00:30.179 sweetish Mediacom you're listening to be tob growth, a daily podcast for B TOB 6 00:00:30.339 --> 00:00:34.579 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 7 00:00:34.619 --> 00:00:38.530 Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:39.210 --> 00:00:44.170 That's because the bulk of our interviews aren't with professional speakers and authors. Most 9 00:00:44.250 --> 00:00:48.450 of our guests are in the trenches leading sales and marketing teams. They're implementing 10 00:00:48.530 --> 00:00:53.600 strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in 11 00:00:53.679 --> 00:00:57.079 the world. My name is James Carberry. I'm the founder of sweet fish 12 00:00:57.119 --> 00:01:00.799 media, a podcast agency for BB brands, and I'm also one of the 13 00:01:00.880 --> 00:01:03.829 CO hosts of this show. When we're not interviewing sales and marketing leaders, 14 00:01:04.030 --> 00:01:07.790 you'll hear stories from behind the scenes of our own business, will share the 15 00:01:07.829 --> 00:01:11.189 ups and downs of our journey as we attempt to take over the world. 16 00:01:11.829 --> 00:01:22.819 Just kidding. Well, maybe let's get into the show. Welcome back to 17 00:01:23.019 --> 00:01:26.299 beb growth. I am your host for to day's episode, Nikki Ivy, 18 00:01:26.420 --> 00:01:29.900 with sweet fish media. Guys. I've got with me to day Neil Morgan, 19 00:01:29.939 --> 00:01:33.969 who is chief marketing officer at go cardless meal. How you doing today? 20 00:01:34.609 --> 00:01:36.450 Great, great, thank you, thank you, it's great to be 21 00:01:36.530 --> 00:01:38.370 here. Then, I'm so excited you came to talk to us today. 22 00:01:38.450 --> 00:01:44.329 So I've been having these conversations with marketers about how, you know, we're 23 00:01:44.329 --> 00:01:47.640 all kind of there's this temptation really all kind of do the same thing because 24 00:01:47.640 --> 00:01:51.439 we're all having access to the same information that tells us the so called right 25 00:01:51.599 --> 00:01:53.519 way to do things. But what you're going to help us talk about is 26 00:01:53.920 --> 00:01:59.719 three different approaches to content marketing that we can look at just to make sure 27 00:02:00.159 --> 00:02:05.230 that there's some differentiation and how we tackle this thing. But before we dig 28 00:02:05.310 --> 00:02:07.189 into all that, neal, I would love it if you would just give 29 00:02:07.270 --> 00:02:10.349 us a little bit of background on your cell phone with you and the folks 30 00:02:10.389 --> 00:02:14.590 that go Carlos have been up to these days. Cool. So we up 31 00:02:14.629 --> 00:02:17.259 to so. So I'm a bad Marketa, I think, like a lot 32 00:02:17.300 --> 00:02:21.259 of a lot of folks listening to this. I've been doing it for thirty 33 00:02:21.340 --> 00:02:28.139 years this month, Nicky, so sit hit a little about that and something 34 00:02:28.180 --> 00:02:30.569 it's my passion. Is somew I've loved, you know, build my career 35 00:02:30.610 --> 00:02:34.370 around. I loved every minute of every day I've been doing this. Worked 36 00:02:34.409 --> 00:02:39.169 in technology companies all that time. US Technology Company's like Oracle, like adobe, 37 00:02:39.729 --> 00:02:44.840 and then British technology companies over here in London, like sage, and 38 00:02:44.919 --> 00:02:47.560 then for the last year here at go Carlos, which is about a throne 39 00:02:47.680 --> 00:02:55.080 fifty person Fintech Financial Services Technology Company which has a global customer base about Fiftyzero 40 00:02:55.400 --> 00:03:01.349 customers who users to solve that payments problem, particularly because companies that collect money 41 00:03:01.389 --> 00:03:07.830 on a regular basis to subscriptions globally and we solve that problem for them and 42 00:03:07.949 --> 00:03:10.789 provide them with a payments platform. Yeah, I think that. I read 43 00:03:10.870 --> 00:03:15.819 some some number of like something like seventy percent of of folks around the globe 44 00:03:15.860 --> 00:03:21.580 are are using you guys, are doing some type of transactions with that uses 45 00:03:21.620 --> 00:03:24.659 your technology. Is that right? I will unfortunately not learn again unfortunately not, 46 00:03:24.819 --> 00:03:28.569 but I wish, but one day I will know that happened. But 47 00:03:28.810 --> 00:03:34.129 we seventy percent of the world's markets, the world's economy. We cover our 48 00:03:34.169 --> 00:03:37.409 so if you want to do training and anyone to seventy percent of the world's 49 00:03:37.409 --> 00:03:42.560 economist you can collect from customers any one of those markets. We about Fiftyzero 50 00:03:42.800 --> 00:03:46.400 customers. And then we got a marketing team here which we're just growing significantly 51 00:03:46.439 --> 00:03:51.439 actually, from about a dozen people a year ago to out forty, forty 52 00:03:51.479 --> 00:03:54.599 five people now covering all the different functions of marketing, from product marketing to 53 00:03:54.750 --> 00:04:00.189 brandon cons to demand, to you name it, two digital to you, 54 00:04:00.710 --> 00:04:02.430 to every moving part. I love it. Yet that's the idea, the 55 00:04:02.469 --> 00:04:05.349 idea that I was getting out with the seventy percent. I'm I messed that 56 00:04:05.430 --> 00:04:09.229 up. So thanks. We're getting back on track. But maybe I just 57 00:04:09.349 --> 00:04:13.180 spoke something really beautiful into existence. Where you get and you're on the right 58 00:04:13.259 --> 00:04:15.699 track with content marketing, and what you're going to talk to us today about 59 00:04:16.100 --> 00:04:20.860 is these three different approaches to content marketing. So content marketing as a publisher, 60 00:04:21.220 --> 00:04:27.449 content marketing as a benchmark and content marketing as an advice hub for you 61 00:04:27.529 --> 00:04:30.930 get into those. How about you just give us a big sort of overview 62 00:04:30.250 --> 00:04:34.329 on the state of things as you see it and how we got to this 63 00:04:34.449 --> 00:04:39.199 point where we're looking at these different approaches? Well, will come time. 64 00:04:39.279 --> 00:04:43.839 Marketing for all of us in marketing has become one of the pre eminent techniques 65 00:04:43.879 --> 00:04:46.600 that were using, particularly in be to be marketing to engage with people. 66 00:04:46.959 --> 00:04:50.680 It's suits be to be marketing, of course, because we by the did 67 00:04:50.759 --> 00:04:56.310 one of the biggest differences with B Toc is a longer sale cycle with a 68 00:04:56.389 --> 00:04:59.629 number of people in a business. So you want to engage people over a 69 00:04:59.670 --> 00:05:01.790 period of time, which means you need a reason to do that, and 70 00:05:01.949 --> 00:05:08.100 so engaging in developing and sharing interesting content is an obvious natural thing to do. 71 00:05:08.980 --> 00:05:13.100 If the wethers ten of fifteen years since, particularly pub spot as a 72 00:05:13.180 --> 00:05:16.740 brand, as in big US software company, really develop this field, really 73 00:05:16.779 --> 00:05:23.370 innovated in the area themselves and then perpetuated so. So it's become a pretty 74 00:05:23.410 --> 00:05:28.649 standard practice and I think most BB marketing teams will have a core of content 75 00:05:28.769 --> 00:05:32.689 marketing at its heart and probably maybe hard half of the team is around that. 76 00:05:32.850 --> 00:05:36.879 It's seen a lot of teams that have only built a strategy on content. 77 00:05:38.720 --> 00:05:42.279 And the reason that works is because we also know that in a BW 78 00:05:42.399 --> 00:05:47.879 buy cycle, up to seventy percent of the buying cycle happens before the potential 79 00:05:48.000 --> 00:05:51.670 purchaser gets in touch with the brand they're going to buy front right. So 80 00:05:51.750 --> 00:05:56.990 we know that and so so that that research is going to happen. That's 81 00:05:57.029 --> 00:06:01.389 seventy percent. Is the research that they're doing online, offline, in events, 82 00:06:01.509 --> 00:06:04.540 in their networking, which is going to influence them before they even pick 83 00:06:04.540 --> 00:06:08.779 up the phone to you or come to your side. So you better be 84 00:06:08.939 --> 00:06:13.579 out there engaged in the community, in the conversation, talking about it and 85 00:06:13.699 --> 00:06:16.860 understanding where that's happening. So this is not maybe the first lesson is it's 86 00:06:16.899 --> 00:06:25.209 not about just advertising, it's not just about broadcasting your story and your content. 87 00:06:25.410 --> 00:06:27.930 That's it's almost, in fact, one of the first things I say 88 00:06:28.529 --> 00:06:31.879 to the team. Does we're building teams here. It's about first off, 89 00:06:31.959 --> 00:06:38.959 it's about listening. So when we when we set about orienting the marketing strategy 90 00:06:39.000 --> 00:06:41.920 that are go Carlos, around content, the first thing we did was go 91 00:06:42.040 --> 00:06:45.800 look at the data and obviously so much a marketing is data driven now, 92 00:06:46.000 --> 00:06:50.029 particularly the SEO data and the social data to say where is the conversation happening? 93 00:06:50.189 --> 00:06:54.670 Now? In that case that's around payments. So we went off and 94 00:06:54.709 --> 00:06:58.230 looked out. Okay, where are the major conversations around payments happening? What 95 00:06:58.350 --> 00:07:00.860 are the trends in payments that are being talked about? One of the communities 96 00:07:00.899 --> 00:07:04.420 that those conversation is a taking place in? And then we can look at 97 00:07:04.459 --> 00:07:08.259 all. Right, what? What? What's the level of knowledge already? 98 00:07:09.019 --> 00:07:12.860 Was that participation in that conversation? And then how can we add value? 99 00:07:13.500 --> 00:07:15.329 And I think that, again, that's maybe the second point, and it 100 00:07:15.769 --> 00:07:19.329 is coming at it with a real intent to add value. Is Be not 101 00:07:19.529 --> 00:07:23.930 about just wanted to sell your story as not going to help. You really 102 00:07:23.970 --> 00:07:28.930 going to want to bring value to people's lives and helping them understand the area 103 00:07:29.129 --> 00:07:32.879 thinking about. And so that means you've got to have something interesting to say 104 00:07:33.439 --> 00:07:39.160 and ideally something that's new to say, that's as well informed leads them into 105 00:07:39.199 --> 00:07:41.600 strategy. Yeah, and I think that's that's important. What's that? The 106 00:07:41.680 --> 00:07:46.790 heart of what you said right, is understanding that your organization is not simply 107 00:07:46.949 --> 00:07:53.670 like folks woop cell into this industry. Rather, we're members of this industry 108 00:07:53.870 --> 00:08:00.579 right. I sold into real estate closing technology or real estate closings and title 109 00:08:01.259 --> 00:08:03.939 agencies in here in the US for a little while and that was sort of 110 00:08:03.980 --> 00:08:09.139 the key differentiator. Was a lot of the content that other folks were putting 111 00:08:09.139 --> 00:08:13.490 out was like talking act or talking to the folks that they were attempting to 112 00:08:13.610 --> 00:08:18.129 sell. Two versus, you know, having a conversation with them. And 113 00:08:18.209 --> 00:08:22.810 I think well executed content marketing in the way that you're talking about is having 114 00:08:22.850 --> 00:08:26.769 a conversation as a community, as a member of that community. So talk 115 00:08:26.810 --> 00:08:31.720 about what that looks like when content marketing is happening. As a publisher, 116 00:08:31.759 --> 00:08:35.399 or as a brand, as you put it, for every it's like an 117 00:08:35.399 --> 00:08:39.720 approach to do so that would be the idea that you'd want to establish a 118 00:08:39.799 --> 00:08:45.710 brand may be independent of your own brand as a publisher. I'm so so 119 00:08:45.990 --> 00:08:48.750 this. The fascinating thing I've loved about content marketing for last fifteen years is 120 00:08:50.230 --> 00:08:56.659 it brings publishers and and and and brands together. So that might be partnering 121 00:08:56.700 --> 00:09:00.139 with a publisher, it might be a big publisher. The typical way is 122 00:09:00.179 --> 00:09:03.419 go and pick one of the big publications in your industry, partner with them 123 00:09:03.460 --> 00:09:07.860 and figure something out and then the logical next step is, okay, how 124 00:09:07.860 --> 00:09:13.049 about we launched our own brand, our own publication independent of ours, you 125 00:09:13.090 --> 00:09:16.970 know, one's own brand, and then try and set up as an authority 126 00:09:18.090 --> 00:09:22.090 that wants to host that platform of conversation and industry. So the example for 127 00:09:22.210 --> 00:09:26.240 project I was lucky enough to work on was doing exactly that about ten years 128 00:09:26.240 --> 00:09:31.519 ago with with the Dobe, with what we were aiming at was the marketing 129 00:09:31.759 --> 00:09:35.919 community and we set up a brand called cmocom and it exists today. You 130 00:09:35.960 --> 00:09:39.149 can go and take a look at it. It's a great platform for marketers 131 00:09:39.149 --> 00:09:46.870 actually, and it's still one of my influences today around particularly advertising and CMO 132 00:09:46.950 --> 00:09:50.990 level issues. And that was and that still remains owned by the David so 133 00:09:52.309 --> 00:09:54.539 you'll see there's some sub branding there, that there's very much in the background. 134 00:09:54.899 --> 00:10:00.340 The foreground is the CMOCOM bround and that's got its own editorial team, 135 00:10:00.379 --> 00:10:03.899 which we set up back in the day, its own staff, its own 136 00:10:03.940 --> 00:10:09.690 writers, it's so podcast interviewers, its own research has its own graphic design 137 00:10:09.730 --> 00:10:13.649 artists, you name it as a whole editorial team. Now, obviously that's 138 00:10:13.649 --> 00:10:18.090 a really expensive thing to do, really trying thing to do. That was 139 00:10:18.289 --> 00:10:22.480 a pretty big brand, pretty ambitious thing to do, but gives it gives 140 00:10:22.519 --> 00:10:28.559 the benefit of having an independent platform to talk about the issues, which actually 141 00:10:28.600 --> 00:10:31.960 means it gets away from the obvious vender angle, so people are a lot 142 00:10:33.000 --> 00:10:35.909 more open to it. Gives you a better platform to publish on and speak 143 00:10:35.950 --> 00:10:41.990 to and probably as a way of attracting other content from outside the brand, 144 00:10:43.110 --> 00:10:46.190 is a great way to do that as well. So they've been running that 145 00:10:46.309 --> 00:10:50.860 now. I think we launched that back in about two thousand and eight, 146 00:10:50.580 --> 00:10:54.500 so it's over a decade old and it's definitely work up. It's a really 147 00:10:54.539 --> 00:10:58.860 incredible example. You answered one of my questions that that kind of came up. 148 00:10:58.899 --> 00:11:01.500 It's going to ask. Why do you think we see less of that 149 00:11:01.580 --> 00:11:05.049 apros in any other and you you said it's it's likely because it's the more 150 00:11:05.129 --> 00:11:11.090 expensive approach. What with the noise we're seeing in so many other channels and 151 00:11:11.169 --> 00:11:16.610 approaches, it seems like resurgence of that might be a good idea for some 152 00:11:16.730 --> 00:11:20.679 of the some of the bigger players out there. I want to make sure 153 00:11:20.720 --> 00:11:22.240 we get to all of these souls move to this this next of person. 154 00:11:22.320 --> 00:11:28.480 We talked about, which is content marketing as a benchmark. Explain right, 155 00:11:30.000 --> 00:11:33.190 is like an exam question. So so this is the idea that we are 156 00:11:33.230 --> 00:11:39.470 with all go information that is useful, and particularly in a lot of the 157 00:11:39.509 --> 00:11:41.590 products that we sell. A lot about products have become services, and the 158 00:11:41.950 --> 00:11:46.750 benefit of that is that we collect a lot of data about our customers. 159 00:11:46.750 --> 00:11:48.700 Right, we're all collecting a lot to data about our customers, might be 160 00:11:48.779 --> 00:11:54.220 directly, that might be via social platform subscriptions or whatever we do, and 161 00:11:54.500 --> 00:11:58.899 that data the Angriga, not personal data. Of course, the aggregate can 162 00:11:58.940 --> 00:12:01.129 provide a lot of insights that people want to know about. So I think 163 00:12:01.129 --> 00:12:07.330 that's in sideful. Content marketing is data driven increasingly, and so if you 164 00:12:07.409 --> 00:12:13.169 can leverage some of your own data or proprietary data in an anonymized way and 165 00:12:13.370 --> 00:12:18.200 maybe draw correlations or research or anything that taps into what's going on at the 166 00:12:18.279 --> 00:12:24.000 moment in the world and how your view of it can really underlie what is 167 00:12:24.039 --> 00:12:30.710 it that you're doing that connects with other people and can inform what they're their 168 00:12:30.750 --> 00:12:35.149 options or they might do. So some of yeah, I've done two or 169 00:12:35.190 --> 00:12:39.590 three times in different places. A good example I give you with the about 170 00:12:39.990 --> 00:12:46.259 six years ago, a social vepors, which is a social analytics marketing company. 171 00:12:46.580 --> 00:12:50.259 We took all the data that we had about social marketing, so what 172 00:12:50.379 --> 00:12:56.259 people were doing on on facebook and on twitter, particularly around social customer care. 173 00:12:56.820 --> 00:13:01.490 So this have been brands really weren't using social platforms for customer care, 174 00:13:01.769 --> 00:13:07.529 but the customers wanted to engage with them on social platforms. So we benchmarks. 175 00:13:07.570 --> 00:13:09.730 We set look, what's it? What's an acceptable benchmark for answering questions 176 00:13:09.769 --> 00:13:13.360 on facebook? It's okay, it's like like sixty percent of questions get answered 177 00:13:13.399 --> 00:13:18.320 in twenty four hours. At the time nobody was answering anything in any length 178 00:13:18.360 --> 00:13:22.399 of the time through ignoring their customers. And we set about making that benchmark 179 00:13:22.440 --> 00:13:26.399 and publicly making it public and naming and shaming brands that were and were living 180 00:13:26.399 --> 00:13:30.750 up to those those benchmarks, major global companies, and that really got the 181 00:13:30.789 --> 00:13:33.509 attention. As you can imagine, if some of those companies who then went 182 00:13:33.590 --> 00:13:37.950 put a lot of resource into that. An example I give would be KLN, 183 00:13:37.029 --> 00:13:41.620 the airline out of Amsterdam. We put in their contact center team a 184 00:13:43.059 --> 00:13:48.100 service level of agreement to do a fifteen minute turnaround answering questions on facebook and 185 00:13:48.139 --> 00:13:52.580 twitter and now they do answer like ninety seven percent of their questions within about 186 00:13:52.620 --> 00:13:56.250 fifteen minutes. They adver ties that on the twitter handle. So so so 187 00:13:56.409 --> 00:14:00.049 that was that became a global standard and it was a global it became a 188 00:14:00.129 --> 00:14:03.570 global benchmark for measuring how to do social customer care. In that case, 189 00:14:05.009 --> 00:14:09.090 now I I brand could take their own data, how they see that customers 190 00:14:09.129 --> 00:14:11.840 working and serve that up in a different way. So there's lots of lots 191 00:14:11.840 --> 00:14:16.320 of different ways of doing that. The data platforms now so much more accessible. 192 00:14:18.320 --> 00:14:20.159 Getting up, getting a day's round lest being able to run those numbers, 193 00:14:20.480 --> 00:14:24.870 match Um and then publish it, I think provides fascinating content. So 194 00:14:24.070 --> 00:14:28.309 really right way, really effective way of engaging with people. Yeah, it 195 00:14:28.350 --> 00:14:31.830 sounds like I don't think anybody wants to be a named in shame and it's 196 00:14:31.870 --> 00:14:35.990 a good way to sort of turn that around, right as more organization. 197 00:14:35.190 --> 00:14:39.379 Rather than operating from this place of fear, operate from being super proactive and 198 00:14:39.539 --> 00:14:43.940 just saying, all right, how do we control this narrative or how do 199 00:14:43.019 --> 00:14:46.740 we tell our story? First? Will First we get to be better at 200 00:14:46.740 --> 00:14:50.700 it and don't be shamed. A ball in this situation, because it seems 201 00:14:50.700 --> 00:14:54.049 like you guys probably ended up in lighting a fire under a bunch of people 202 00:14:54.490 --> 00:14:58.610 with that, with that approach. I love it. But I think that 203 00:14:58.690 --> 00:15:00.970 this third one is one that a lot of us are a lot more familiar 204 00:15:01.049 --> 00:15:05.769 with, and that's content marketing as an advice hub. But I'd love to 205 00:15:05.850 --> 00:15:11.600 hear you give us some some examples of that and how it's effective. Well, 206 00:15:11.759 --> 00:15:16.039 right, that's definitely be the most popular way of doing kind of marketing, 207 00:15:16.240 --> 00:15:20.039 is to share advice to help people out. I think it's the it's 208 00:15:20.080 --> 00:15:22.870 the intent is genuine. That's that's really valid. We've mentioned hub spot, 209 00:15:22.909 --> 00:15:26.350 which is it the market as a great source of advice. I just feel 210 00:15:26.389 --> 00:15:31.750 that it's on any company, and companies have, looking around our business, 211 00:15:31.309 --> 00:15:35.629 you know, grow a wealth of knowledge about how to do something, but 212 00:15:35.779 --> 00:15:39.860 so often that knowledge remains within the four walls of our businesses and is such 213 00:15:39.899 --> 00:15:45.299 a win win to go and find out and uncover maybe from the support desk 214 00:15:45.419 --> 00:15:48.659 that you've got supporting your customers, from the consultants that you have, the 215 00:15:48.779 --> 00:15:52.250 people that deal with customers on a daily basis and have those insights. So 216 00:15:52.330 --> 00:15:56.090 so well, how would you like to share some of that right, tap 217 00:15:56.169 --> 00:16:02.169 into that and, you know, create some content that maybe share some insize 218 00:16:02.210 --> 00:16:04.960 or some best practices or some tips and tricks and publish it. So it's 219 00:16:04.960 --> 00:16:07.919 not a new thing to do, but any brand can do that, however 220 00:16:08.039 --> 00:16:11.480 small or how large you are, and I think it's kind of on us 221 00:16:11.519 --> 00:16:15.480 really in the economy today to do that, that to help the allow given 222 00:16:15.559 --> 00:16:22.070 gamerly, so something done a few types on some great examples of that. 223 00:16:22.070 --> 00:16:29.470 My last business was a company gold stage of counting software firm and we built 224 00:16:29.509 --> 00:16:32.590 a thing called sage advice, which you can see out there today, which 225 00:16:32.710 --> 00:16:37.179 is to help small businesses deal with all the paid growing pains of running a 226 00:16:37.259 --> 00:16:40.700 small business. How to fire its actually turn you know, how to think 227 00:16:40.740 --> 00:16:44.860 about cash flow, how do higher people. Is a great today, great 228 00:16:44.860 --> 00:16:48.370 advice platform through a small business and recommend sage advice and that's been translated into 229 00:16:48.409 --> 00:16:53.370 many languages around the world. Now to build that we've brought together and editorial 230 00:16:53.649 --> 00:16:59.090 team about five years ago that we created here in London and eventually around the 231 00:16:59.090 --> 00:17:03.200 world to capture that content internally. Say you're taking like thirtyzero calls a day 232 00:17:03.240 --> 00:17:07.680 on the support best cat just some of that knowledge and actually help you flat. 233 00:17:10.039 --> 00:17:12.440 So that's that wrote really well. People loved that and that had great 234 00:17:12.519 --> 00:17:15.509 engagement. Well, about this approach is that it's something that can work even 235 00:17:15.549 --> 00:17:18.349 at the individual level or for those who don't have a lot of resources. 236 00:17:18.430 --> 00:17:22.430 I think that that's what we're seeing a lot of when you see the folks 237 00:17:22.549 --> 00:17:27.509 on on Linkedin who are sort of advancing their own thought leadership initiatives, their 238 00:17:27.509 --> 00:17:33.819 own branding initiatives to people who are doing it right are, in my humble 239 00:17:33.900 --> 00:17:38.220 opinion, are in the way it will in. Those wore succeeding objectively are 240 00:17:38.299 --> 00:17:42.579 the ones who are approaching it from this you know what have I learned and 241 00:17:42.740 --> 00:17:47.569 how can I give that away in a way that that's valuable in it, 242 00:17:48.089 --> 00:17:51.970 if I'm doing it right, elevates the profession right and makes people's lives and 243 00:17:52.009 --> 00:17:53.730 jobs easier. So I write at maybe why I tend for it. That 244 00:17:53.769 --> 00:17:56.289 one was well ahead. I agree. Yeah, I agree that kick for 245 00:17:56.410 --> 00:18:00.400 the key to it, of course, is being responsive as well and listening 246 00:18:00.440 --> 00:18:04.000 to the feedback and tuning that and bringing people into the conversation. So I 247 00:18:04.079 --> 00:18:10.119 think building on a platform the conversational is really important. We're actually just we're 248 00:18:10.160 --> 00:18:14.589 just really launching our blog here, a cardless which is about payments. Obviously 249 00:18:14.670 --> 00:18:18.789 says about helping people get paid. And the blog actually hasn't been conversation. 250 00:18:18.069 --> 00:18:21.750 When I got here it was a water by eat blog. It was a 251 00:18:21.869 --> 00:18:25.269 it was broadcasting but not listening. So I think in a couple of weeks 252 00:18:25.309 --> 00:18:29.700 time we're launching our blogs. It sat the solving or conversational platform, but 253 00:18:29.819 --> 00:18:33.380 advice. All Right, I know that we we didn't block off much more 254 00:18:33.420 --> 00:18:36.299 time than this, but I gotta, I got to get in your hair 255 00:18:36.380 --> 00:18:38.220 just a little bit, now that I successfully picture brain and see what I 256 00:18:38.220 --> 00:18:41.690 could get out of it. It's time you to tell us meal about what 257 00:18:41.769 --> 00:18:45.569 you're putting in it. Talk about a learning resource that you've been engaging with 258 00:18:45.690 --> 00:18:48.250 you recently that you know in forming your approach that's just got you excited these 259 00:18:48.250 --> 00:18:52.210 days. Yeah, yeah, well, you know, there's two or three. 260 00:18:52.210 --> 00:18:56.200 I'm mentual. The House poot block is still great. There's a there's 261 00:18:56.200 --> 00:19:00.000 a great pocket. Your podcast is fantastic and internationally, I think, getting 262 00:19:00.079 --> 00:19:04.440 more well known. There's a let me recommend a British podcast on marketing called 263 00:19:04.519 --> 00:19:08.920 the real marketing wrap by a gray guy called Joe Edwards. She used to 264 00:19:10.000 --> 00:19:14.390 work with me in a couple of places. Actually a really creative marketer who 265 00:19:14.470 --> 00:19:18.390 brings different people to the table every few weeks and publish as a great, 266 00:19:18.589 --> 00:19:22.029 great podcast. So totally recommend that as a result, as well as the 267 00:19:22.069 --> 00:19:26.380 ones I mentioned earlier, like up spot and semi DONC. Yeah, yeah, 268 00:19:26.420 --> 00:19:29.819 I can't wait too to listen to the real marketing grap I'm always looking 269 00:19:29.859 --> 00:19:32.660 for other folks to learn from us. One of my favorite things to do, 270 00:19:33.099 --> 00:19:36.940 and I love podcasts as an I know, neal, that dislike me. 271 00:19:37.140 --> 00:19:38.849 After you've come here and just laid out all this, all these duel 272 00:19:38.890 --> 00:19:42.329 all this valuable stuff for us. Like me, everybody listening is has become 273 00:19:42.369 --> 00:19:45.450 a best fan of yours and is going to want to know how to keep 274 00:19:45.490 --> 00:19:48.130 up with you. So tell us how post can connect with you. Meal 275 00:19:48.650 --> 00:19:52.319 Joe. That's ways. is on twitter, mail underscool Morgan at a Il 276 00:19:52.599 --> 00:19:56.799 under school Morgan, and so I'd love to get Dan on twitter. Following 277 00:19:56.920 --> 00:20:02.079 on twitter generally published most stuff around what we're doing in marketing right now, 278 00:20:02.160 --> 00:20:04.440 or something that's going on is the rugby will cup at the moment, which 279 00:20:04.440 --> 00:20:07.309 may all be big in the states, because the bad news is England just 280 00:20:07.390 --> 00:20:11.789 beat the US by far a lot of points, not many. So that's 281 00:20:11.829 --> 00:20:15.470 probably another popular stuffing. But rugby is one of my passes as well now 282 00:20:15.470 --> 00:20:18.869 I love it. Another little nuggetive of you. UHUM. So there is, 283 00:20:18.910 --> 00:20:21.819 there is so much that I'm sure you could teach us all, and 284 00:20:21.940 --> 00:20:23.180 so the only solution is I'm just going to have to have you on again. 285 00:20:23.180 --> 00:20:26.740 You're just going to have to sit across from again. Sorry, I'll 286 00:20:26.779 --> 00:20:29.339 reach out to that end, but from now we'll close it out. Thank 287 00:20:29.380 --> 00:20:32.700 you so much, meal, for coming on the show and talking to us 288 00:20:32.700 --> 00:20:37.009 about these three approaches to content marketing. You welcome to go ahead and if 289 00:20:37.009 --> 00:20:42.569 that's very much, we totally get it. We publish a ton of content 290 00:20:42.730 --> 00:20:47.009 on this podcast and it can be a lot to keep up with. That's 291 00:20:47.049 --> 00:20:51.279 why we've started the BETB growth, big three and no fluff email. That 292 00:20:51.400 --> 00:20:56.279 boils down our three biggest takeaways from an entire week of episodes. Sign up 293 00:20:56.319 --> 00:21:03.519 today at Sweet Phish mediacoma big three. That sweet fish Mediacom Big Three