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.

***
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.

This week, I sit down with a friend and and someone whose work I've long admired––Emily Triplett Lentz. Emily has one of the most prolific and legendary resumes in content marketing, working for brands like Basecamp, Help Scout, Loom, and currently, Calendly.

Things discussed in this episode:

• Community plays a crucial role in content marketing as it helps build trust and loyalty among target audiences.
• Basecamp's non-traditional approach to content, driven by strong opinions and clarity in messaging, contributed to its success and loyal following.
• Synthesizing information from various sources and incorporating different perspectives can lead to more impactful and insightful content.
• Embrace cultural conversations surrounding your brand and educate your audience to shape the narrative.
• Leverage your audience's voice to amplify your brand message.
• Content is the fuel for important campaigns and initiatives.
• Consider the unique characteristics and needs of your company when developing content strategies.

Timestamps

• (00:00) - Introduction
• (03:32) - The Impact of Content Brands
• (05:23) - The Importance of Personal Use Case
• (07:11) - Content at Basecamp: Non-traditional Approach
• (08:40) - Content at Help Scout: Investing in Community
• (11:31) - Content at Basecamp: Freedom and Input
• (13:58) - The Power of Contrarian Content
• (17:17) - Content at Basecamp: Clarity and Opinion
• (21:28) - Content at Help Scout: Learning and Growth
• (23:18) - Content as Brand
• (24:17) - Engaging and Elevating a Community
• (24:17) - Building a Passionate and Influential Customer Base
• (30:02) - Engaging in Cultural Conversations
• (36:20) - Leveraging Product Virality
• (40:16) - Strategic Content Efforts for Limited Resources

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.