In this episode, John sits down with Natalie Marcotullio, head of growth and operations at Navattic. Natalie shares her experience transitioning from a traditional SEO-driven content marketing playbook to a more customer-focused approach and how that's paid off.

Discussed in this episode:

• Leveraging customer insights and data to craft content that stands out.
• Unique perspectives and insights are crucial in content creation to differentiate a company from competitors.
• A unique branding approach that aligns with the company's values and sets it apart from others is essential.
• Authenticity in content helps build trust and engagement with the audience.
• Partnerships and collaborations with industry experts can help reach a wider audience and provide valuable insights.
• Shifting away from the traditional SEO playbook and focusing on unique content creation can yield better results.
• Manual qualitative research can provide unique insights and make content more valuable and trustworthy.

Enjoy!

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

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 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.

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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.