How much does marketing news really matter?
As an inbound marketer, what marketing news matters to you ... if any? And how can you even tell the difference?
Aug 12, 2021•44 min
Content Lab
Are you a marketer or content manager struggling to create content? Are you tired of high-level “insights” that don’t give you anything to do right now to make your content better? Do you wish someone would just spill the secrets on what works, what doesn’t, and what’s next?
If so, Content Lab is for you.
Join IMPACT content strategist Liz Murphy each week for shenanigans, candid conversations with fellow content nerds and industry experts, and the inside scoop on the tools and tactics that will transform you into a content rockstar.
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Episodes
They Ask, You Answer and diversity, equity, and inclusion
The core thrust behind They Ask, You Answer is that buying behavior has changed a lot in the last 10 to 15 years. On top of that, however, the pool of your ideal customers is a lot more diverse than ever before.
Jul 29, 2021•36 min
What the heck is going on with all the Google updates?
In less than 2 months, Google has rolled out six different updates. Is Google trying to hurt us content marketers? (Also, during the conversation, I made a mistake. I inadvertently said the new page performance report is in Google Analytics, when it is actually in Google Search Console. Sorry!)
Jul 15, 2021•54 min
Realities of outsourcing content for inbound marketing
Let's say you want to get started with inbound marketing and creating the content you need to establish yourself as the No. 1 authority in your space about what it is that you do or sell. However, there's just one eensy, weensy problem – you don't have anyone on staff who can be a dedicated in-house content manager. What do you do? Is outsourcing really the right answer?
Jul 01, 2021•42 min
How to get started creating video
When I was given the gift of running IMPACT's video program, I was not thrilled. I always viewed myself as a writer and editor, and video was for... someone (anyone) who wasn't me. Clearly, today is a different story. How did we launch a robust video program during a pandemic? And how can other content and marketing leaders like you get their own video marketing program off the ground, no matter how limited your time, resources, or experience is?
Jun 17, 2021•42 min
Creating content your buyers will love
We're all in the business of attracting our ideal buyers through our content. But how do you actually make the right people fall in love with your words?
Apr 25, 2021•45 min
'Dumbing down' your content isn't dumb
When you're asked to make your content "more accessible" to your audience, it can feel like you're being asked to "dumb down" something you're an expert in... and that's not a great feeling.
Feb 08, 2021•50 min
Why personality in content is profitable and how to do it
Countless business leaders say their people are their greatest asset... so, why does everyone's content sound the same?
Jan 25, 2021•54 min
Writing about competition in content
You need to create content about your competition. But how do you do it in a way that makes sense and doesn't feel... awkward?
Jan 11, 2021•47 min
Unexpected 2020 lessons and resolutions for 2021
Oh, what a decade this year has been, am I right?
Jan 02, 2021•48 min
Happy holidays and expert tips on content interviewing
In this episode, John and I delve more deeply into the ways content interviewing can go wrong — both in terms of your mindset as a content manager, as well as your execution in the interview and post-interview content creation processes. Festive tunes from Scott Holmes Music of freemusicarchive.org.
Dec 28, 2020•47 min
Content coaching vs traditional editing
This throwback episode was originally recorded in October, but we think it's a good one to listen to as you evaluate your content approach for 2021.
Dec 21, 2020•53 min
What you want to say vs. what you need to say (Summertime Throwback)
Recorded May 2020. It's a lot harder to not be self-absorbed in our content creation, wherein we focus almost exclusively on the positive, "look at me!" messaging.
Dec 07, 2020•48 min
What we're thankful for (Happy Thanksgiving!)
If you'd like to know what Millard Filmore, Rasputin, Keanu Reeves, and Genghis Khan all have in common, you'll need to listen to this wild, hilarious, and heartwarming episode.
Nov 26, 2020•48 min
Landing page copywriting (Recorded, May 2020)
While there are a lot of variables and factors that drive your conversion rates on a landing page up and down (videos, form placement, and so on), one of the most important components of your landing page is the copy. (Originally recorded May 2020.)
Nov 23, 2020•40 min
Tips for getting started as a first-time content manager
Starting out as a first-time content manager can be an exciting adventure. It can also present a lot of challenges, as you're often the first person in your role... and the only one with your specialties.
Nov 16, 2020•56 min
Rhetoric and the power of precise language in content
"Words... words... words!" Love 'em or hate 'em, words are the lifeblood of every video script you'll write, every website page you'll craft, and every blog article you'll ever publish. Choose them wisely.
Nov 09, 2020•55 min
6 haunting content manager tasks and realities
John and I love our jobs, truly. But this Halloween, we're taking a moment to be honest about the spooky-scaries of being content managers, and those commas that go bump in the night.
Oct 30, 2020•38 min
How to write a video script for marketers
In this episode, I pull back the curtain on my surprisingly easy process for creating video scripts, and integrating the creation of video for sales and marketing into an existing content strategy.
Oct 26, 2020•53 min
How Liz wrote a blog in under 24 hours
While I was excited to share my experience with John of how I pulled this piece together, it wasn't until the end of the conversation that I realized how illuminating and educational this kind of deep-dive into a single piece of content can be.
Apr 24, 2020•51 min
Behind the Scenes of The Daily IMPACT with COO Brie Rangel
We spend a lot of time talking about creating content for your audience. But during the coronavirus (COVID-19) pandemic, we at IMPACT have learned first-hand how important the content you create for your own team really is.
Apr 18, 2020•23 min
Behold, the power of the content style guide
A content style guide is a documented set of guidelines and rules that break down your brand personality, and how it is (and isn’t) expressed through your content. That sounds straightforward enough, right? But while content style guides don't seem particularly sexy or complex, it will be one of the most important documents you’ll ever create for your business. To understand why, however, you need to learn the true purpose of a content style guide, beyond its surface-level definition.
Apr 04, 2020•58 min
Coronavirus content strategy: How to prioritize amid chaos
"I could use some pointers on how to prioritize my growing content calendar. I’ve suddenly become one of the busier employees at my office since content marketing is very much needed in an office supply company. Suddenly, home office equipment is in high demand." In this episode, we answer this question for all industries.
Mar 27, 2020•1 hr 3 min
Top SEO best practices for content marketers in 2020
There are a lot of things digital marketers and content marketers need to pay attention to, SEO-wise every single day. But what are the most important SEO principles and best practices we should be focusing on this year?
Jan 07, 2020•33 min
Merry Christmas from Content Lab
A little treat from John and Liz on Christmas morning.
Dec 25, 2019•2 min
Academic writing vs human content marketing writing
Humanity and personality are how you become memorable and stand out from your competitors in content. But how do you undo years of reflexive mental programming to not express individuality or personality in your writing?
Dec 12, 2019•37 min
How to write an irresistible blog introduction
If you're a content marketer, this is a must-listen episode! Say goodbye to writer's block, as Liz Moorehead shares the precise formulas she uses to craft swoon-worthy blog post introductions every single time.
Dec 02, 2019•31 min
Showing vs. telling in content marketing
No matter what type of content you’re creating, generalities are the kiss of death. You need to show instead of tell. But what do we mean by that?
Nov 22, 2019•28 min
How to give feedback on a bad draft
I've put my cohost, John Becker, in the hot seat this week to answer this very question. If you were to ask anyone at IMPACT what it's like to work with John as an editor, you'll hear nothing but glowing reviews. "Honestly, he makes me a better writer." "I love, love, love working with John!" "I can't thank John enough for helping me!" If you want to get feedback like John does, even when he has to get a little more heavy-handed with his virtual red pen, this episode is for you.
Nov 02, 2019•32 min
How to run a content brainstorm
Content brainstorms with expert teams and client-facing departments are absolutely essential to creating content that drives revenue, and keeping your entire company engaged and excited about the content you're producing.
Nov 01, 2019•41 min
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