The Long Game

What's the difference between creating demand in marketing and establishing it? The answer may not be as clear-cut as you think. 

Capturing demand and creating demand are actually two sides of the same coin. You can't create demand out of thin air. All you can do is capitalize on existing demands—whether people are aware of those demands or not. 

In this episode we talk through meeting demand versus establishing demand, how to evangelize your product, and why the best markets are the ones people don't even know exist.

Show Topics

• Don’t rely solely on SEO
• Establish what demand means
• Solve problems people don’t know they have
• Evangelize your product
• Reach a new audience
• Create demand with SEO
• Use the surround sound strategy
• Determine your hierarchy of needs
• Find answers for pain points
• Simplify your approach

Show Links 

• Follow David Ly Khim on LinkedIn or Twitter
• Follow Alex Birkett on LinkedIn or Twitter
• Follow Allie Decker on LinkedIn or Twitter

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

When you’re trying to grow your small business, how do you know when it’s time to hire outside help? 

John Doherty believes that partnering with a marketing agency can significantly increase your growth by providing you with a team of experts and freeing up your time as a founder. But finding the right agency has its challenges. 

As a veteran digital marketer and founder of Credo and EditorNinja, John loves talking about building businesses and growing your mindset as an entrepreneur. He talks to us about how to hire an agency to buy back your time, the three pillars of SEO and the importance of keeping things simple.

Show Topics

• Buy back your time
• Use the ladder of lead generation
• Identify your best leads
• Hire based on channel experience
• Do the math
• Know the three pillars of SEO
• Keep things simple
• Balance experiments with your core business
• View your business as a water wheel
• Give yourself permission to change

Show Links

• Check out Credo
• Check out Editor Ninja
• Follow John Doherty on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Your business’s reputation is vital to its long-term success. And Thomas Smale is an expert in growing a brand from an idea to a multi-million dollar company. 

Thomas, founder and CEO of FE International, is a serial business entrepreneur and M&A expert. 

He’s found that reputation is what makes businesses sink or swim. So what can you do to bring your business to peak performance? 

In this episode, Thomas shares his tips for building the right reputation, such as the importance of analyzing every transaction, how to build the right workplace culture, and why it’s important to do the right thing.

Show Topics

• Build a good reputation
• Strive for perfection
• Pick the right clients
• Do your due diligence 
• Invest back into your industry 
• Don’t depend on trends
• Be intentional with workplace culture
• Let people go
• Do the right thing
• Focus on one goal

Show Links 

• Check out FE International
• Follow Thomas Smale on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Join us for Office Hours on Demand Creation: https://beomniscient.com/office-hours/

Content marketing is about a lot more than spending money on banner ads and sending out leaflets in the mail. 

For Michael Brenner, CEO of Marketing Insider Group, content marketing is a two-way dialogue between a company and its audience. 

With content marketing, you build trust through consistent interaction with customers. And Michael believes that the more credibility you have with customers, the more they’ll be willing to listen to what you have to say. 

Michael spoke with us about the importance of consistency in content marketing, why you shouldn’t be afraid to be basic, and how touchpoints can help you be more efficient with your funding.

Show Topics

• Define the role of marketing
• Don’t talk about your product
• Find new ways to advertise
• Show up on a regular basis
• Be basic
• Pay attention to the customer
• Fill in blind spots
• Focus on touchpoints
• Analyze what doesn’t work
• Hire curious writers

Show Links 

• Check out Marketing Insider Group
• Follow Michael Brenner on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 https://beomniscient.com/podcast/

Join us for Office Hours for a 30-min workshop on Demand Creation.

The top question on the minds of business owners and marketing leaders alike is: how do you prepare for a looming recession? 

Inflation and economic uncertainty have plenty of companies concerned about what the future holds. 

In this episode of Kitchen Side, we  share how we are staying on the defense through a pending recession and how you can stay diligent too. 

We cover how to handle an anxiety-inducing news cycle, ways to allocate your resources during a recession, and why adaptability is the key ingredient to surviving — and thriving.

Show Topics

• Keep your team in the loop
• Concentrate on what you can control
• Be judicious with your spending
• Double down on high-value items
• Keep your eyes on the prize
• Let the small fires burn
• Figure out where to cut
• Understand which efforts impact revenue
• Pay attention to customers
• Maintain agility and adaptability

Show Links 

• Connect with Alex on LinkedIn or Twitter
• Connect with David on LinkedIn or Twitter
• Connect with Allie on LinkedIn or Twitter

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

The consultant industry is incredibly competitive. You have to contend with other consultants, marketing agencies, and various organizations. So what can you do to stand out and come across as credible? 

Brian Honigman, a marketing consultant based in Philadelphia, recommends gaining experience in a variety of marketing sectors to increase your credibility. 

Brian has taught as an adjunct professor at multiple universities and also works with technology companies, media brands, and NGOs to earn them meaningful results with digital marketing, social media, and content marketing. 

In this episode, Brian chatted with us about the importance of diversifying your clients, how to follow trends, and why you shouldn’t overload your work schedule.

Show Topics

• Increase your credibility 
• Diversify your work
• Don’t stay in your bubble
• Be an innovator
• Find a balance
• Cut through the noise
• Define customer personas
• Don’t burn out
• Be efficient with your time
• Avoid comparison 

Show Links 

• Check out Honigman Media
• Follow Brian Honigman on LinkedIn or Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 https://beomniscient.com/podcast/

Technology is constantly adapting, and that means that tech-based companies must adapt along with it. 

SaaS companies especially need to stay current, or else they’ll easily become stagnant. 

If a business isn’t on the cutting edge, its customers will look elsewhere. 

Michele Don Durbin has walked through the process of adaptation with the company Evernote, where she is the Senior Vice President of Marketing. 

In this episode, Michele shares how Evernote adapted to changing technology, why you have to prioritize your audience, and how to make the most of your market.

Show Topics

• Readapt to stay current
• Communicate with your customers
• Think about your audience
• Be considerate of existing users
• Take advantage of opportunities
• Tailor your product to your audience
• Lead by example
• Connect with your employees
• Find good mentors

Show Links 

• Check out Evernote
• Follow Michele Don Durbin on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

0:57 Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

062: Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina (Orbit Media Studios)

056: How SparkToro Approaches Growth & Productivity (Rand Fishkin)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

0:59 Kitchen Side: How To Build an Audience with Content Marketing

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Small businesses are an essential part of our economy and Melanie Deziel believes it’s our responsibility to help them thrive. 

Formerly the editor of branded content at the New York Times and director of content at Foundation, Melanie is the co-founder of The Convoy, an online marketplace for small business owners to save on everyday expenses. 

She is a writer, speaker and the author of “The Content Fuel Framework: How to Generate Unlimited Story Ideas.” 

Melanie talked to us about the role that small businesses play in our neighborhoods, the importance of being authentic both online and in-person, and why sharing knowledge is the best way to help others.

Show Topics

• Support communities through small business
• Work with subject matter experts
• Break large tasks into smaller chunks
• Use examples to enhance your writing
• Remind people of their creativity

Show Links 

• Check out The Convoy
• Check out The Content Fuel Framework: How to Generate Unlimited Story Ideas
• Follow Melanie Deziel on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

0:57 Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

062: Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina (Orbit Media Studios)

056: How SparkToro Approaches Growth & Productivity (Rand Fishkin)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

0:59 Kitchen Side: How To Build an Audience with Content Marketing

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Productivity is essential to everybody’s workday, but it’s about more than filling up your schedule with tasks. 

Ashutosh Priyadarshy, Founder of Sunsama, believes that productivity should support a healthy and well-rounded life, not just an ambitious workload. 

He talked to us about building a productivity tool for profitability first, working with an asynchronous remote team, and helping others achieve a calm, intentional workday.

Show Topics

• Iterate based on feedback
• Build with your mission in mind
• Focus on quality
• Produce content based on your values
• Blend the practical with the philosophical
• Let customers define your vision
• Manage trade-offs of remote work
• Create camaraderie with remote teams
• Cut down on meetings
• Rethink productivity

Show Links

• Check out Sunsama
• Follow Ashutosh Priyadarshy on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

0:57 Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

062: Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina (Orbit Media Studios)

056: How SparkToro Approaches Growth & Productivity (Rand Fishkin)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

0:59 Kitchen Side: How To Build an Audience with Content Marketing

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Influencer marketing has been vastly misunderstood. 

It’s not just celebrity accounts with tons of fake followers. 

It’s your customers, your employees, and your peers who are influential experts in your industry. These influencers have followers who are primed to hear your message. 

In an era of declining organic reach, collaborating with influencers gives you access to high-value content and greater exposure for your product or service. It allows you to cut through every social media algorithm and reach your ideal audience. 

In this episode, marketing expert and author of The Age of Influence, Neal Schaffer, discusses how you can use it effectively.

Show Topics

• Rank with expertise
• Understand the value of influencer marketing
• Fill in the gaps before using influencer marketing
• Collaborate with content creators
• Post content your followers want to read
• Involve experts to build credibility

Show Links 

• Check out Neal Schaffer
• Check out The Age of Influence, The Power of Influencers to Elevate Your Brand
• Follow Neal Schaffer on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

0:57 Ross Simmonds on Life Lessons from Nanna and Building a Content Distribution Engine

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

062: Why Social Proof is the Key to Every Type of Marketing with Andy Crestodina (Orbit Media Studios)

056: How SparkToro Approaches Growth & Productivity (Rand Fishkin)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

0:59 Kitchen Side: How To Build an Audience with Content Marketing

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/