The Cutting Room

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  • 14. "I'm a champion for content attribution." Melissa Eisenberg of Docusign

    How do you define success as a content marketer?The easy answer is traffic, leads, and sales, but if that's where you stop looking, you're missing a lot of opportunity.Reducing churn, increasing lifetime value, faster product adoption... while harder to measure, you can feel the impact of these metrics.This was the focus of my conversation with Melissa Eisenberg, Sr. Content Strategist at DocuSign. Her job at DocuSign is to focus on the post-sale customer experience, which includes creating content that helps new customers be more successful with the product faster.πŸ’¬ Some things we talked about: πŸ’¬Knowing what questions to ask when creating attribution models.Aligning performance metrics to content production.Creating customer health models.πŸ”Š These were our favorite quotable moments: πŸ”Š"What are the right questions to ask? What are they clicking on? What happens after that?""Content creation isn't just 'flip a button' then it's on. It's about being more thoughtful of how you're creating this.""When you evaluate different data that you collect from content, what you're really trying to look at is customer behavior. What are they doing? Are they actually interested in what you're creating? And that type of data will then filter back in and say, 'okay, well, what do we recommend, not just create it, not just measure it, but what do we recommend to a customer at their stage of the customer journey?"Β This was an incredibly insightful conversation, and I'm so grateful Melissa took the time to share her wisdom.In this episode of The Cutting Room podcast, host Tommy Walker meets Melissa Eisenberg, Senior Content Manager from DocuSign - a company that offers eSignature, a number one way to sign electronically on any device from anywhere, at any time.Β  The discussion touches upon the significance of raising the appropriate questions when creating attribution models, aligning performance metrics to content production, and creating customer health models. Melissa has her own content marketing philosophy with a focus on addressing pain points, reducing friction, and using content formats applicable for the target audience. The need for measuring and keeping an eye on the entire customer journey, from the first touch to product adoption and customer success has been pointed out as well. Tune in to acquire insights into effective content marketing strategies and their impact on the business.In this episode, you will learn the following:Content analysis and attribution models.Understanding customer behavior drives content creation.Content is essential in customer retention.Importance of pregame process.Watch Melissa edit live:"I'm a champion for content attribution" | The Cutting Room ft. Melissa Eisenberg of DocuSignIf you'd like to join the next live session, get exclusive bonuses, and more, sign up here:The Cutting Room: Live Edits with the Masters of Content
  • 13. "SEO is a zero-sum game" Jacob McMillen of

    "If you're not in the top 3 spots [of Google], you might as well be throwing money into the trash."This is the heart of our conversation.Jacob, as a solo business owner, has managed to outrank major corporations for high competition key phrases like "how to become a copywriter," "email copywriting," and "what do copywriters make?"What's his secret?Some things we talked about:πŸ‘‰ How to become objectively "the best" within a search result.πŸ‘‰ Infusing "soul" into search-optimized content.πŸ‘‰ Why "distribution first" is his favorite approach to content marketing.πŸ’¬ These were our favorite quotable moments: πŸ’¬"If you're not serious about making that effort, there's just no point. It doesn't matter how much technical SEO, how many links, how much whatever, you're gonna get beat.”"There are other games you can play where you don't have to be that good. But when it comes to SEO and SEO-focused content, like you have to go into it trying to be the best in the space.”"[Good content is not], 'I need to come up with information to fill an article or to fill an objective or to get this piece shipped.' It's I'm gonna go find the best possible information out there and create the most useful, the most up-to-date, the most relevant, the most authoritative piece that I can make.”If you've been trying to find the balance of creating soulful content that also ranks well in Google, this is an episode you can't miss.In this episode of The Cutting Room, host Tommy Walker interviews Jacob McMillen, the Director of Content at - the all-in-one restaurant marketing platform that offers services such as growth of direct online sales, savings in fees and simplification of online presences. Jacob points out his content marketing philosophy which is starting with distribution and reaching the target audience. His belief of producing the best content possible will create connection among readers through the chosen distribution channels. Tommy and Jacob also delve into the subjectivity and objectivity of defining the "best" content and the process of reverse engineering distribution channels. Tune in to learn more about Jacob's approach to content marketing.In this episode, you will learn the following:Realize the content marketing philosophy - start with distribution, create the best content, and define success based on specific goals.Invest in creating high-quality content.Balance freelancing with personal growth.Know the process for creating effective content.Create high-quality content for SEO success.Watch Jacob edit live:"SEO is a zero sum game." |The Cutting Room ft Jacon McMillenIf you'd like to be notified about upcoming episodes, get exclusive bonuses, and more, go to:The Cutting Room: Live Edits with the Masters of Content
  • 12. "What makes a blog post the best in the world?" Peep Laja of Wynter

    How do you differentiate content?Make it so unique that people care more about your byline than your subject line?I sat down with Peep Laja, founder of to talk about how he's created wildly different content throughout his career that attracts people through how unique it is.πŸ—£ Here are some things we discussed πŸ—£βš«οΈ Why something being hard to create is your moat.⚫️ How the definition of "quality" has changed over time.⚫️ How to spot B.S. content marketing.πŸ’¬ Here are some of our favorite quotable moments: πŸ’¬"If any idiot can order 20 of these on UpWork, it means the barrier to entry is too low.""Every time you push the standards, there's a cost. There's a time cost. There's a monetary cost. There's a limit to how much time I can put in and just putting in. My standards are, I think, good enough, but could be better.""If it's hard to create it's a moat."In today’s episode, get to know the company that offers various services in the digital industry such as B2B message testing, B2B buyer intelligence surveys, 1:1 live interviews, preference testing, B2B user testing, and market research surveys. Introducing Wynter, led by CEO, Peep Laja, with more than 10 years in the area of content marketing experience. He shows off his expertise and strategies in transforming your blog posts from acceptable to extraordinary. With the use of an approach that is data-driven insights, dedication to quality, and a striking balance between opposing sides, thisΒ  has made him one of the industry's thought leaders.Β Β Β In this episode, you will learn the following:Understand the importance of creating top-notch content in attaining podcast supremacy and writing engaging articles.Unlock how differentiation and personalization in your content marketing can make you stand out from your competitors.Establish strategies focused mainly on maintaining superior content that meets audience's expectations.Anticipate the need for a thorough writer evaluation in providing content that is fully relevant to the audience's interests.Watch Peep edit live:"What makes a blog post the best in the world?" | The Cutting Room ft. Peep LajaIf you'd like to be notified about upcoming episodes, get exclusive bonuses, and more, share your email at:The Cutting Room: Live Edits with the Masters of Content
  • 11. "You have to be interesting in the face of obscurity." Amanda O'Callaghan of Rubrik inc

    "Know your customer," is a played-out trope, so why do we keep coming back to it?Amanda O'Callaghan, Director of Content at Rubrik Inc. suggests it's because we constantly have to advocate for customers to other internal teams.We're broken records, always telling our colleagues nobody cares about our products, but only the benefit our customer gets.But if we can be patient with them...Get them involved...Guide them...We can create content that others simply can'tπŸ—£ Some things we talked about: πŸ—£πŸ‘‰ Getting buy-in to build an amazing content team.πŸ‘‰ Fostering a culture of respect.πŸ‘‰ The impact philosophy studies has on creating good content.πŸ’¬ These were our favorite quotable moments: πŸ’¬"I went to the doctor one time, and before I knew it, I had a tube going down my nose. This is not what I came here for. When you go into a meeting with somebody who isn't familiar with content and start displaying your expertise, you're essentially sticking a tube down their throat without asking.""So I can sit here all day and philosophize and come up with great content, and think that my ideas are the greatest in the world, but that doesn't mean anything if it doesn't resonate with the customer.""It's about studying your audience intently, like the way you would web stalk your ex."Meet Amanda O'Callaghan, the Director of Content at Rubrik Inc., a data security and resiliency platform renowned for her user-centric philosophy. Amanda is a whizz at understanding audience concerns. Her knack for delving deep into audience analysis leads to fine-tuned solutions that resonate with the needs of the customer. She began her career in journalism, bagging crucial skills in storytelling and persuasion which have immaculately transferred into her content marketing approach. Avoiding the fluff, she is known for her cut-to-the-chase discussions that rest on the importance of knowing the audience intimately in the tech marketing world.In this episode, you will learn the following:Why tailoring content to your audience is crucial in the marketing industry.Learn the common roadblocks in attaining stakeholder agreement in content marketing.Gain insight into the importance of understanding your audience's needs for effective content creation.Uncover strategies for winning stakeholder support through a collaborative approach.Realize that content marketing is a collective effort and why it requires a fit with the market.Watch Amanda edit live:"You have to be interesting in the face of obscurity." | The Cutting Room ft. Amanda O'CallaghanTo be notified about upcoming episodes, get exclusive bonuses, and more go to:Β The Cutting Room: Live Edits with the Masters of Content
  • 10. "You can't lead thoughts if you don't have good thoughts." Janessa Lantz of DBT Labs

    Will you remember this video?Recall is by far one of the most important and least talked about elements of content marketing.This is where Janessa Lantz of DBT Labs excels has some really practical advice.πŸ—£ In our conversation we discuss: πŸ—£πŸ‘‰ Developing your audience for content/market fit.πŸ‘‰ Structuring content to be insanely readable.πŸ‘‰ Using power statements to hook readers.πŸ’¬ Here are some of our favorite quotable moments πŸ’¬"You can't lead thoughts if you don't have good thoughts.""I'm just some person jabbering away on the internet, that's why you should believe me!""A vision for the future is never going to be a listicle post."Meet the talented Janessa Lantz, a seasoned marketer passionate about the dynamics of storytelling and its power to transform businesses. Serving as the Vice President of Marketing at DBT Labs, her work centers around elevating her company's position in the market, creating powerful narratives that resonate with audiences. Her enthusiasm for thought leadership is evident in her approach to content strategy where she prioritizes forming genuine connections with audiences rather than just selling products. With previous experience as the Senior Communications Manager at HubSpot, Janessa has refined her understanding of content marketing and carved a distinctive path in the industry.In this episode, you will learn the following:Grasp the fundamentals of a content-centric marketing philosophy and its profound implications on your business.Learn about the power of innovative content development strategies such as the content barbell approach to appeal more effectively to your various audience segments.Explore the benefits of fostering a community-led content development framework for more authenticity and relatability.Navigate the nuances of thought leadership and its dynamic role in driving sustainable audience growth.Appreciate how a crafted content marketing strategy can be a vital tool in influencing decision-making and driving business growth.Watch Janessa edit:"You can't lead thoughts if you don't have good thoughts." | The Cutting Room ft. Janessa LantzTo be notified about upcoming episodes, get exclusive bonuses, and more, go to:Β The Cutting Room: Live Edits with the Masters of Content