Josh Spilker’s Post

I had a great time at Goldenhour from AudiencePlus No pics (plenty of other cameras around 📸), but it was great to chat with and meet so many legends IRL: Jay Desai (programmatic tips, FTW) Tommy Walker John-Henry Scherck (ok, sure I'll try BBQ content) Devin Bramhall Brooklin Nash 💡 (hope my NYC advice was helpful) Erica Schneider (i will finish your course) 😻 Maeva Cifuentes (ok, now I know why it's called Flying Cat) Ben Hillman (thx for the killer video ideas) Jessica Malnik Nigel Stevens Sean Blanda (sixers pulled out the win) Jarrett Thomas Ryan Baum Alex Birkett David Ly Khim Adam Robinson (what a journey, thx for sharing) Parthi Loganathan (...I probably forgot somebody) ...and a few great panels, too. 10/10 will def attend again ✌️

Stanley went from $75M to $750M in annual sales in 2023. How'd that happen? It all made sense when I learned this: The former CMO of Crocs went over to Stanley. The playbook is very similar It's "controlled customization" Same basic design across core product lines, but... * more colors * more options for straws * more "gibbets" or trinkets on the straws The user feels ownership even though the core product is the same But notice, you can't change... ...where the handle is ...or alter the size of the spout SaaS co's can pick up a lesson or 2 from that: * don't ignore all customization requests * but find smaller, easier things to help the user feel like its theirs What do you think of the Stanley makeover? Here's what my kids did to theirs

There are so many copywriting formulas out there, but this is my favorite: P-A-S Problem Agitate Solution 1. Identify the problem that a customer may be having 2. Agitate it by showing the consequences of it not being fixed 3. Solve it by showing what your product can do & the results achieved BONUS: P-A-S is easier to remember than some of the others 😅

Don't start your sales emails like this, please

How to reverse-engineer your thought leadership post and use it for SEO... 1. Write down the main idea or JTBD that the piece is addressing 2. Type that into Google 3. Open the first URL that pops up 4. Copy the URL & paste it into your keyword research tool of choice 5. Notice the keywords that it ranks for (probably different than what you typed in initially) 6. Create an original, new post targeting that specific keyword 7. Quote & cite back to your original thought leadership post Done and done

A more-effective-than-I thought productivity habit: * Write things down on a legal pad * Review the legal pad once it fills up * Find the good stuff and add it to the right digital place Ideas marinate, and then things click when I review them again.

Here it is. My general playbook for demand capture w/ SEO... • Start with mid and bottom-funnel posts for conversions (competitors, lists, alternatives, templates, how-to guides) • Use top funnel to drive internal links to mid & bottom-funnel pages • Always ask & answer: “How does our product help with this?” (yes, even on top funnel content) • Develop unique landing pages for key conversion terms • Develop more videos for search, specifically on YouTube first, and then TikTok when it makes sense • Get lucky a few times ✌️

Sometimes you need to tighten up your current marketing loops before expanding into new channels. Squeeze everything you can get from what you already have.

The buyer's journey isn't a funnel. Or even a straight line. It's a pinball machine. You control the levers. They bounce around. Sometimes you go straight in the gutter. Other times, you get a million bonus points. And everyone wins. ✌️

What's the simplest way to add expertise to your articles? Here are 5 ways, ranked from absolutely easy to easy 👇 1. Bookmark and search HBR, McKinsey, Deloitte, Accenture and others like that. They literally churn out research reports all of the time and have podcasts with their experts. Then put on your journalist hat, and quote them and link back to it. (ABSOLUTELY THE EASIEST) 2. Your in-house SME DM a question to your company expert, or add a Q to a Tettra and ask your expert to answer it so it's saved 😉 Then include the answer in your article. (MAYBE JUST AS EASY, BUT THEY MAY NOT GET BACK TO YOU RIGHT AWAY, STILL VERY, VERY EASY) 3. The community route You don't even need your own community. Find a Slack or FB community in your space and ask q's Then if you find something good, DM them and ask if you can use it in an article. You can then share it with them once the article is published, increasing the likelihood of sharing (PRETTY EASY. BIT MORE WORK, BUT NOT AS HARD) 4. Lexis-Nexis or JSTOR or Google Scholar In case you don't remember your college research days, Lexis-Nexis and JSTOR are databases for academic journals. And guess what they do? They research and write stuff. Yes, including how people communicate and talk. To find the good stuff and the stats, you do have to like, "read" or something. (EASY. HARDEST PART IS GETTING INTO THE PDFs. YOU CAN BUY A SUB OR YOUR LOCAL LIBRARY SYSTEM MAY HAVE ONLINE ACCESS) 5. Ask your customers Usually your customers are experts in their respective fields, so this could also be a good play for fostering customer loyalty. This could be gold for quotes (EASY. IT'S GOOD TO TALK TO CUSTOMERS, OBVI, BUT SOMETIMES THE COORDINATION CAN TAKE A BIT MORE TIME)