Input Doc: Marketing Interviews

Savitha Reddy Pathi is the Deputy Director of Climate Solutions, a nonprofit in Seattle that's focused on accelerating clean energy solutions to the climate crisis. In this episode, Savitha and Tim talk about:

• How Climate Solutions is helping fight the climate crisis
• How relationships with donors have changed due to COVID-19
• What motivates people to give to nonprofits
• How nonprofits find donors, and how donors find the right organizations working on a cause they care about
• How local changes can have a nationwide impact

Episode Transcript & Mentions

Clyde Golden is an email marketing and digital direct agency in Seattle with expertise in creating world-class data-driven messaging across the customer journey.

Hanson Hosein is a documentary filmmaker and storyteller. Currently, Hosein is Co-Founder of the University of Washington’s Communication Leadership graduate program, President of HRH Media Group, and a co-principal of MIRA!. In this episode Hanson and Tim speak about:

• How to set up a successful interview
• Hanson’s book, “Storyteller Uprising” 
• Hanson’s  documentary, “Independent America, the Tulane Search for Mom and Pop”
• The shifting perspectives regarding technology
• Thinking profoundly about social platforms
• How algorithms favor stories that have the most intensity and heat 
• An argument for making communication difficult
• What Hanson is doing with MIRA! 
• Teaching the new generation to think things through ethically before they join the tech workforce
• Whether companies actually know how to use the first party data that they have.
• The mistrust in institutions.
• Agreeing on a single narrative as a country, and what happens if our country can’t agree.
• Sharing your political stance as a business owner
• Being politically and socially useful as a small business.
• How people react in a crisis
• What it is like to be a reporter during a crisis
• Documenting a story while living it
• Deciding if a moment is worth recording 
• Defining loyalty and trust in relation to storytelling

Episode Transcript & Mentions

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

The designer of the Progress Pride flag comes on Input Doc to talk about their creative process when creating the flag, what it was like to have their intellectual property go viral, and how they balance being creative with being a business owner. 

Daniel Quasar, a graphic designer and musician living in Portland, Oregon, designed the Progress Pride Flag in 2018. In this episode Daniel and Tim speak about:

• Why the traditional Pride Flag needed an update
• The history of the Pride Flag
• How Daniel Quasar released the Progress Pride Flag to the internet
• What it is like for your artwork to go viral
• Critics of the Progress Pride Flag
• Controlling the use of your intellectual property
• Rainbow capitalism
• What it’s like to suddenly be a small business owner
• How the Progress Pride Flag has impacted the queer community
• Keeping the mission in the forefront of the business
• Daniel’s creative progress for the creation of the Progress Pride Flag
• The meaning behind the flag’s chevron

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Some of the questions that get answered in this episode:

• What are Customer Data Platforms and how can one help drive relevant content?
• What is first-party data vs second-party data vs third-party data?
• How does BECU use its member's first-party data to create relevant content? 
• Are there levels of privacy that a consumer should have regarding how marketers use first-party data?
• Are Credit Bureaus outdated?
• Is there a way to control the use of consumer data at this stage of the internet?
• When does it make sense to hire a creative agency versus keeping the marketing tasks in-house?
• How can a creative agency be most useful to a company’s marketing department?
• How can a creative agency quickly learn their client’s business?
• How can a creative agency appear credible to a client or potential client?

Summary

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Larry Asher is the Co-Director of the School of Visual Concepts here in Seattle, and the Creative Director of Worker Bees, a marketing communications firm niched in the healthcare industry.

• Finding success in the world of remote learning [1:10]
• What marketers want from agencies [9:18]
• The importance of niching (and why being a generalist will hurt you [11:41]
• What skills marketers and creatives want and need to learn right now [13:39]
• How and why SVC has changed over time [18:10]
• SVC’s role in the community [20:30]
• Balancing running a school with running an agency [23:33]
• Exciting new programs at SVC [28:55]
• Larry’s plan to step down from SVC [32:25]

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

SEO expert Kyle Freeman talks about how anyone can go from SEO novice to expert, how the future of SEO will be different, and what you need to do to stay on top of the changing landscape of search.

• The “move fast and break things” culture at Assurance [00:56]
• An SEO’s role within a company [3:11]
• Figuring out what questions people are asking when they come to your site [7:27]
• What an agency can do to rank better in a Google search [8:47]
• Building up to rank for highly competitive keywords [11:05]
• Defining “page authority” and “domain authority” [14:07]
• How Kyle became an SEO [16:29]
• Exploring, finding your passion, and chasing things that make you nervous (like SEO for Kyle) [20:36]
• A note from the producer of Input Doc [23:49]
• Who should work with SEO’s more that doesn’t, and the benefits of partnering early with SEO [24:20]
• How Google is advancing beyond keywords, and what it means for SEOs [30:09]
• The role of images in search [33:20]
• SEO tools that business owners should be using [35:43]
• The best SEO courses to take [37:58]
• What to look for when hiring an SEO freelancer or consultant [39:32]
• Why an agency might fail at SEO [41:38]
• Should you put the transcript of your podcast up on your website? [44:37]
• Seattle-based SEO groups that you can be a part of [47:49]

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Catherine Bye and Mariah Lincoln are the co-founders of Knack collective and Knack co-working here in Seattle, Catherine Bye is Chief Executive Officer and Mariah Lincoln is Chief Operating Officer.

• Creating flexible and inclusive cultures, while still delivering exceptional work for clients [0:28]
• Structures Knack has in place that help them to continue being “people first” as they grow their agency. [10:57]
• Flexibility and working together from home [16:22]
• Clyde Golden Advertisement [22:28]
• Knack’s target clients and core competencies [22:55]
• The program Mariah developed at Rational Interaction [26:07]
• Five Steps to Future-Proofing your business [30:24]
• • One – Publicly acknowledging that the system is broken [34:21]
  • Two – Partnering with formally certified diverse suppliers [35:48]
  • Three – Exposing your diversity data [38:12]
  • Four – Demonstrating equitable pay and career growth opportunities for all employees [39:35]
  • Five – Having a belonging score, i.e. inclusivity and how you treat employees [43:38]
• How a diverse team will improve your work [48:35]
• How you can start future-proofing your business, even if you are a small and/or busy company [50:11]

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Ryan Polich is a design director at Lucia Marquand, a design agency in Seattle that develops designs and produces books for museums and other cultural institutions.

• What Ryan does at Lucia Marquand [0:31]
• The process of designing a book [3:33]
• What a physical book can be [7:26]
• Solving your client’s problems [9:35]
• Favorite books Ryan has worked on [10:16]
• Interpreting a collection into a book [12:30]
• Crediting designers for work in different mediums [14:38]
• How Ryan became a book designer [16:23]
• How to choose typography for a project [20:03]
• Designing for the present vs. designing for the future [23:10]
• Favorite books Ryan didn’t work on [25:44]
• Ryan’s favorite typefaces, and ones he considers most overused [27:45]

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Callister shares key aspects of her design process, as well as what it means to truly help a client.  She also talks about her experience being a designer in the energy field and about her passion project, a clothing repair program called Repair Cycle.

• What Ledger8760 does and how large energy consumers trade that energy [0:26]
• How energy purchasing works, or one day might affect us as individuals [3:29]
• Deep diving and getting up to speed as a marketer in a new industry [4:43]
• Communicating with a designer about their work and process, and finding non-precious ways to visualize ideas [8:22]
• Writing in non-digital ways [11:25]
• How Coreen became a designer [13:56]
• Coreen’s experience working at IDEO [17:06]
• Foundational design elements that Coreen teaches her design students at the University of Washington [22:33]
• What it means to truly be helping a client [27:04]
• Quantifying your long-term impact on a client’s business [29:09]
• Coreen’s passion project, Repair Cycle. The need to change our relationship to our clothes and the waste we produce.  [30:34]

Episode Transcript & Mentions: 

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

Kyle Freeman is Head of SEO at Assurance. In this episode, Kyle and Tim review the three essential SEO tools for digital marketers in 2021.

• Keyword Research Tools - are designed to help SEO Managers find the keywords to target and create content around.
• Rank Tracking Tools - allow you to track your website’s ranking for your target keywords by showing you where your page ranking is in Google’s top 100 results.
• A Website Crawler - is a program that systematically searches through content within a website.  They can catch technical issues on your website that may be negatively impacting a search engine’s ability to crawl and index your website.

Episode Transcript & Mentions

Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.