Joei Chan is the Director of Content at 360Learning and one of the most creative and strategic content marketers out there. From launching a reality docu-series that followed her first few weeks at the company, to balancing content strategy with execution, Joei is a master at finding ways to use different content types to hit company goals. In this episode we discuss her approach to content and being a marketer.Resources:Joei on LinkedIn360Learning blogWatch the onboarding Joei docu-seriesMasterclassMention & TwilertIntercomWistiaFS blogWait but Why blogAnn Handley's Everybody Writes

Content Makers

20. Empathy in Content Means Taking Into Account Your Audience’s Current Context - Joei Chan of 360Learning

If you're struggling to know how to market your business or use social media during the COVID-19 pandemic, today's episode is for you. Speaking with Simon Kemp the CEO and Founder of Kepios, a global digital consultancy and Chief Analyst at DataReportal which analyses key trends and changes in digital behaviour that helps brands to make sense of the digital landscape. In this episode we look at the latest report, sharing a snapshot of digital behaviour during COVID-19 including how usage has increased, the effects on social media advertising and what type of content is favoured on social media right now by users. With Simon providing examples of how even Travel businesses have found ways to pivot in the current climate. Including why we need to focus on long-term flexibility in our content plans, rather than waiting for a “new normal” to emerge during the next few months. Plus, we discuss Simon's approach to collecting data and why media "hype" around channels such as TikTok, isn't always reflected in the data. Get access to the latest digital report we discuss here and you can find all other links in the show notes for this episode at bethgladstone.com/podcast/episode19. 

19. Adjusting Your Social Media & Content Campaigns During COVID-19 With Data Analyst Simon Kemp

Martha Moger is a creative freelance copywriter and content writer working with product-based, creative business owners. Through her brand The Stitch Writer, Martha brings together the three pillars of SEO, clear brand values and tone of voice to help her clients reach their audiences more effectively through copy. In this episode we discuss all things creative copy like how to tease out brand values when you’re within your business. How to simplify working out your tone of voice and what a past business taught Martha about the purpose of SEO to sell products. How smaller product brands can gain a competitive edge over huge ecommerce sites like Amazon and why consistency really is the key to creativity. Plus, how finding your niche can actually improve your business life and make work more enjoyable. Get access to the show notes for this episode at bethgladstone.com/blog/episode18. 

18. Dare to Niche Down - Martha Moger of The Stitch Writer

Justin Champion joined Hubspot Academy in 2016, as the content professor tasked with creating their, now renowned, Content Marketing Certification Course. In this episode we discuss why creating 250 pages of content for Hubspot Academy was the pinnacle of Justin’s career, and how this led to him working on more on what he’s curious and passionate about: solving for the user. We discuss Justin’s approach to creating user-first content and engaging with the personas of the customer, including understanding their journey rather than starting without a plan. Unpacking why 20% of content can create 80% of leads for a business and tips on how to archive and repurpose old content into guest blogs to build backlinks to your site. Plus, what qualities you need in order to make a nomadic lifestyle work, whilst working for an organisation like Hubspot. Lastly, we enter into a quick-fire round where Justin answers some listener questions from you, our audience. Links to more of Justin’s work and the tools he mentions in this episode at bethgladstone.com/blog/episode17. 

17. Don’t Think About Creating Content, Think About What Experiences You’re Creating for Your User - Justin Champion of HubSpot Academy

Marie Shields is the owner of Moss Marketing, a business that specialises in offering digital marketing and consumer PR services. In this episode we discuss Marie’s journey into entrepreneurism and the effect of democratization of sales via digital for the businesses around her. Why topic-lead content and video with intention are key digital marketing areas for this year and why brands in the drinks and beauty industries are nailing good content right now. Plus, why everything in marketing should start with knowing your audience personas. Get access to all of the links and tools Marie mentions in this episode at bethgladstone.com/blog/episode16.

16. Content Is Easier When You Know Who You're Delivering To - Marie Shields of Moss Marketing

This week on Content Makers it’s a solo episode talking about the framework I use when determining whether it’s worth putting time and effort into creating a new piece of blog content. We’re often told by “experts" that showing up and consistently producing new blog content is the most important thing. But I’d like us to consider a different view point, one where strategy and substance, over speed and quotas, are the most important markers of success. Let’s see if you agree with me. If you'd prefer to read this episode you can visit bethgladstone.com/blog/what-to-blog-about

15. A Framework to Help You Decide What To Blog About

Harry Lang is a Marketing and Brand Consultant who specialises in helping brave brands to build their strategies and become known in industries such as betting, gaming and esports. Harry has worked on multi-channel campaigns for well-known brands like Budweiser and Penguin Books, and helps startups who want to get up and running, and into the world. In this episode we discuss Harry’s approach to brand architecture and the importance of a customer-first approach that doesn’t just focus on the glory of awareness, but also considers what brands can do to make their customers come back. I hope you enjoy this episode and if you do, I’d love for you to subscribe to the Content Makers podcast to hear more like it. Show notes are at bethgladstone.com/podcast/episode14

14. Brands Need More Bravery - Harry Lang of Brand Architects

Simon Schnieders is the Founder & CEO of Blue Array, an agency that does SEO and nothing but SEO. In this episode, we get pretty technical on the elements needed to create a successful SEO strategy in today's world and why a lot of what we're told about SEO is just noise. From why we shouldn’t always be prioritising content creation over strategy, to how to think about the keyword universe and why SEO is really all just about links and content. Plus, we talk a lot about how Simon built his agency with a (fast approaching) five-year plan to sell and exit, why his team comes first and why they're launching a book and a training academy this year. I hope you get as much SEO clarity from this episode as I did, and I’d love to hear your feedback (and any SEO questions you might have) after. You can view all of the links from this episode at bethgladstone.com/podcast/episode13 and you can learn more about Simon and Blue Array's work at bluearray.co.uk. 

13. SEO Is Really Just About Links & Content - Simon Schnieders, Founder & CEO of Blue Array

I first met Adrian Ma at an event, where we shared our mutual passion for organic reach and how content that catches fire can far outperform paid boosts. I knew then that I had to get Adrian on the show, and I’ll be honest, recording this episode absolutely blew me away. From Adrian’s approach to PR attribution and numbers, to how Fanclub frameworks a “shareable story” and the emergence of employer brands, there is a ton to unpack in this episode. Enjoy and to get links to all of the things Adrian mentions, you can checkout the show notes at bethgladstone.com/podcast/episode12

12. Markets Are Really Just Frameworks for Conversations to Happen - Adrian Ma, Managing Director of Fanclub PR

Imogen Roy is a Strategy Coach and Content Marketing Consultant working with entrepreneurs, experts and influencers. In this episode we hear from Imogen on what she learned as Community Manager for Eurostar and why customer service should fit under marketing’s wing. How to build a brand from the ground up, the four brand models and why it’s dangerous to try and do them all. Plus, Imogen’s thoughts on time management, how to connect with remote teams when you’re a consultant and why we should all be aiming to work in our “zone of genius”. I hope you enjoy this episode and if you do, I’d love for you to subscribe to the Content Makers podcast to hear more like it. Show notes are at bethgladstone.com/podcast/episode11Find out more about Imogen's work at https://imogenroy.com.

11. There Are Four Brand Models, Which One Are You? - Imogen Roy, Strategy Coach & Content Marketing Consultant

If you’re a brand of content creator you might be considering if you should start a podcast. Maybe you’ve had an idea, you’re longing to interview people or, you just think it would be a good way to get your business out there. Even if you’re not planning to start one, maybe you’re wondering about podcasts as a medium and what the future holds. In this episode I’m going to give you some insight into what goes into creating a podcast, from my experience creating this one and also supporting podcasts within companies I’ve worked at.

10. Recording a Podcast Is Easy, It’s the Editorial That Needs Thought

Matthew Butler is a Digital Planner for BBC Studios and works on campaigns for shows like BBC Earth and Top Gear, to help bring them to new and wide-reaching audiences. In this episode Matt gives us a look at what the role of planning involves, both from an in-house and an agency perspective, like how to bring a fresh approach to long-standing brands and the importance of research in order to see beyond your own perspective. Plus, the sweet spot between being a brand strategist with a background in digital, rather than holding them as two separate elements and why understanding & listening to the zeitgeist is key for brands trying to become relevant today. Find out more about BBC Earth at bbcearth.com and connect with Matt on LinkedIn. 

9. The Best Strategists Are Those Knowledgeable in Brand and Digital - Matthew Butler, Digital Planner at BBC Studios

Hayley Smith is someone who inspires forward-thinking PR that looks towards the PR methods that are going to get her clients the biggest reach in today's landscape. As Director of lifestyle agency Boxed Out PR, that specialises in "PR with a purpose", Deputy Head of PR at Pride London & the Founder of FlowAid she is a master at managing different priorities.In this episode we cover:What it means to specialise in “PR with a purpose”, looking after brands and clients that are making an impact, either in their industry, globally or in societyHow advertising has affected print PR & the benefit of digital PR for SEO and social media sharingThe difference between macro and micro influencers and how to get the most from influencer partnershipsHow Facebook, Twitter & YouTube can be just as worthwhile as Instagram, so long as you know which audience you’re tapping intoHow Hayley ensures her PR agency is forward-thinking and the benefit of collaborating with digital agenciesWhy Hayley champions remote working and the benefit this has for her and her teamHighlights while working on PR for Pride London and the true meaning of Pride, as both a party and a protestThe benefit of not taking on more than you can doThe message and story behind her charity campaign, FlowAidThe opportunities that come from being a speaker at TEDxThe importance of creating content as a business ownerConnect with Hayley on Twitter @officialhayleys

8. Want to Understand Good PR? Look at Greta Thunberg - Hayley Smith of Boxed Out PR and Pride London

Drew Collins is someone who proves that anything is possible if you just set your ambitions high enough. Starting out in a career in music, which led to a career in media, Drew is now the Brand Partnerships Director at student news site The Tab and has worked at some of the most ardent publishers of this century, like Unilad. In this episode we take a deep look at brand partnerships - their power, why they’re valuable and how brands can tap into the value to increase their consumer base. Drew explains why finding the middle ground between the objectives of the brand and the editorial tone of voice of the publisher, is what leads to great success. With insight into some of his seriously creative partnerships to date, like Unilad and North Face who built a pop-up store at the top of a mountain. Drew is ambitious and passionate about his mission to produce the best content possible for consumers and I loved this insight into his world. I hope you enjoy this episode and would love to hear your feedback! Connect with Drew more by searching for Drew Collins on LinkedIn and find out more about The Tab at thetab.com.

7. Brands Want to Partner - When You Find the Story - Drew Collins, Brand Partnerships Director at The Tab

Everyone has content ideas. But how to execute them and how to make content work, as a source of brand awareness or lead generation, is a whole other ball game. How do you know where to start? How do you know that what your writing is the right thing? How can you improve as a writer and increase your engagement? All of which, I discuss in this week's (solo) episode, covering the five elements I believe will make your content strategy more refined and better performing. 

6. Be the First, Best or Different - Five Elements of Great Content Strategy

Content Makers is a podcast about the people and the stories behind some of the best content moments of our time. From tweets that go viral, to events that bring together thousands of people, and how they're designed, created and executed by the people behind the brands.

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Content Makers

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