I'm Eric DiPietro, a Senior at Xavier University, majoring in Sport Marketing with a minor in Business. Currently enrolled in a Social Media Marketing Course, where I aim to harness the true potential of social media for personal and professional gain. My career aspirations lie in marketing, possibly as a content creator and managing organizations social media platforms. As part of the course requirements, I'm tasked with listening to five selected podcasts and providing reflections on each that are seen below. These assignments serve as valuable opportunities to enhance my skills and work towards becoming a skillful social media marketer.
PODCAST 1 - 5 Mindset Shifts Creators Need in 2024 ~ Katie Steckly | Creator Club The 5 Mindset Shifts Creators Need in 2024 podcast episode, created by Katie Steckly in the Creator Club podcast is very beneficial in providing tips to creating a mindset that can help a content creator gain confidence. Confidence in yourself, knowing yourself, and understanding your strengths is important in believing in yourself and your work. This podcast went through five topics that a content creator should shift their mindset to in order to believe in themselves and their work in pursuing a career in creating content. Having the mindset to be confident and motivation to be successful is half the battle. Certain content creators like Katie Steckly, promote themselves in their content and about their lives. Being a content creator for your own brand is similar to being an entrepreneur. These mindsets Katie goes over can relate to numerus positions, such as being a social media marketer, but some topics have to be thought about from a different point of view. These five mindsets stated by Katie Steckly can be beneficial for content creators’ success.
The first topic is to think of yourself as a business (Steckly, 2024, 5:02). How you show yourself to the public as a content creator is important. Usually, people’s mindset is to do what they love as a hobby and changing that narrative to it being their career can be difficult (Steckly, 2024, 5:35). People who decide to become content creators in promoting themselves can possibly have a fear of rejection from the outside world (Steckly, 2024, 6:20). With that being said, success can be found with the foundation of confidence. Content creating is an investment of time in yourself/company and embracing your content with strategies with your strengths can lead to success (Steckly, 2024, 8:48). Katie said it well that knowing your audience and your strengths can have the best ROI of content and even revenue (Steckly, 2024, 9:10). Accountability can be challenging but only if you can truly hold yourself up to deadlines (Steckly, 2024, 12:35). Plus, having a marketing strategy can benefit in growing your business to the highest potential. It all starts with thinking of yourself and your content as a business and not a hobby.
Next, the second topic is that you are not just a fan, you are one of them (Steckly, 2024, 13:15). To me, this was eye opening and true. Katie Steckly said that she was obsessed with certain youtubers and loved them as a kid (Steckly, 2024, 14:00). Katie one day became a youtuber and eventually got to sit at a table with the youtubers she loved. She then realized that yes, she was a fan, but she was also one of them and was right beside the ones that she looked up to (Steckly, 2024, 15:23). That exact switch of mindset can be hard to grasp as understanding that you have made it and that finally reaching your goals and dreams can be hard to believe for some. Working towards something for so long can get wrapped in people’s heads that they don’t know they made it until they have been there for some time. Katie is a perfect example of this mindset that has to switch in order to become a great content creator. In terms of creating content, if you have created at least some content with at least one person following you, then you have made it as a content creator (Steckly, 2024, 15:58). Your dreams of success might be higher, but you’re officially in that group which is important to understand and to remember. If people appreciate it, then you made it, no matter how big or small the crowd. Building confidence in this exact topic is important in switching to the mindset that you are truly a content creator and not just a fan anymore (Steckly, 2024, 16:25).
After that, the third topic of mindset is to be your own manager (Steckly, 2024, 16:42). When being an entrepreneur in creating content there can be a lot of brand deals. Brand deals are the biggest income stream for content creators (Steckly, 2024, 16:50). The simplest way of handling all of that is hiring a manager or signing with an agency (Steckly, 2024, 17:25). However, both of those opportunities can lead to those people taking revenue away from you that you deserve. As Katie stated, influencer economy is big, and being your own manager/agent is important as you know what’s going on overall with your image and income (Steckly, 2024, 18:30). The structure is not the greatest with agencies and changing the mindset to being your own manager can make you fully aware of all the brands that are reaching out to you (Steckly, 2024, 20:20). Also, being your own manager can be beneficial in using technology to help you with your strategies (Excel, etc.) and might even provide you with the skills in knowing about investments, how money works and much more (Steckly, 2024, 8:48). Katie is trying to express that a content creator doesn’t have to be afraid of being in charge of everything as knowing each area of their personal company is beneficial in the long run.
Next, the fourth topic is to be authentic but not to share everything about yourself (Steckly, 2024, 24:25). Some things are okay to keep to yourself and not to share online, you don’t have to be vulnerable (Steckly, 2024, 25:08). Yes, connecting to your audience is important as a content creator. Although Katie did express that having boundaries and a clear line of focus for your content is key. Thinking about your niche and picking a few key areas to promote in your content should be the move instead (Steckly, 2024, 25:30). Being specific of what you’re okay with expressing matters as that is a healthy approach to being a content creator. Changing that mindset can be tricky as being open and connecting to your audience is important. Connecting to a selected audience can be better than a wide audience as the same followers will stay since they continue to get content that relates to them rather than a wide market of content (Steckly, 2024, 27:00).
Lastly, the fifth topic that you should change your mind set to is that you don't have to post every day (Steckly, 2024, 28:30). According to Katie, some content creators think that quantity over quality is important, which is wrong (Steckly, 2024, 29:06). There are many content creators that lose followers, but they post every day. The reason for this is because the content is too much and not good. Consistency is key, but it needs to be at a constant pace where the content creator is not overloading their followers (Steckly, 2024, 19:40). Quality is very important but never suffering your content and your health is an important rule. There is no perfect posting schedule, only what is reasonable for you and for your followers. Trying to think what is going to work the best for you in terms of creating quality content (Steckly, 2024, 49:45). Also, having a good grasp on your media analytics and insights to understand your audience is a must to improve your content in terms of when to post (Steckly, 2024, 2:30). Changing the mindset to not post every day for content creators can be scary, but in doing so and creating more quality content most likely will lead to better content and more success. In doing so your confidence will rise and more followers will come which can lead to bringing in more revenue (Steckly, 2024, 30:20).
Being a content creator can make it difficult to separate yourself from your content in terms of mental health (Steckly, 2024, 30:22). But if the creator understands the process, then it can go a long way. All in all, Katie makes some great points in changing your mindset for the better. As a consent creator, changing your mindset into thinking of yourself as a business is important in creating strategies for content and building confidence in yourself. What truly is important is switching the mindset of that you are not just a fan; you are a true content creator as well. Embracing that you are truly a content creator can lead to you caring more about your content and even increasing your confidence. Also, having the mindset that being in charge of your financial decisions is important as you know all of the ins and outs of what is happening with your brand as well as all of the possible brand deals that are going your way. A challenging mindset to change is that as a content creator, you don’t have to share everything about yourself. Creating certain areas to promote is better than sharing everything. Having a specific crowd can be beneficial. Lastly, an important mindset for a content creator is quality over quantity. There is no perfect schedule on when to post but not posting every day is okay. Katie made sure to talk about these five mindsets to change and I do believe that these five can influence in changing how content creators can personally view their content and even lead them to a path that brings them confidence and support in succeeding as a content creator. A content creators’ brand/image is important, and how their mindset is about themselves and most importantly their content is half the battle.
Overall, this podcast episode is beneficial from a social media marketer standpoint. Creating content and being an influencer is all about marketing. Creating a campaign for a certain event or even a podcast for an influencer is all about marketing with some things related to being a social media marketer for a company. Especially as a social media marketer, creating content with all of these five mindsets can relate to each other. The only issues I see that isn’t truly lining up is being your own manager (Mindset 3). However, knowing how to market yourself understanding your capabilities is important which can connect to Mindset 3. All in all, these five mindsets in changing your motivation towards creating content certainly are connected to social media markers. The reason that it is connected is because knowing that a loveable hobby can be a job, and that you are not just a fan, and you are a true social media marketer is important. With that being said, knowing how to advocate for yourself to companies about your capabilities in terms of salary and expressing your value is key. On top of that, having the mindset to be yourself but keeping special areas of your life and even your company’s life a secret is important in maintaining a certain image. Lastly, quality is crucial but posting at a consistent pace is key in maintaining and even growing an audience. Being a social media marketer can relate to being a content creator as an entrepreneur as both titles make content for followers in promoting their image. In the end, this is a good podcast that relates to social media marketers, but some things don’t fully line up. However, using these five mindsets can be beneficial towards changing how marketers view their content as a social media marketer. Plus, these five mindsets stated by Katie Steckly can certainly lead to creating better content and can even be a factor in growing their organizations social media presence and so much more as if you have a great mindset, there is nothing that can stop you.
Steckly Katie. (1/15/2024). 5 Mindset Shifts Creators Need in 2024. Creator Club https://open.spotify.com/episode/0JKkk03ukzEHteVAR3Jzng
PODCAST 2 -World’s Largest Ad Group Goes All-In on AL, Google Braf Surpasses GPT-4, and Introducing AI Literacy for All ~ Pail Roetzer, Mike Kaput | The Marketing AI Show
In this podcast in The Marketing AI Show with Paul Roetzer and Mike Kaput, they go over numerous topics related to AI (Artificial Intelligence). With the topic of AI, they go over how it is used in the businesses today and some important information everyone should know about AI in an episode called “World’s Largest Ad Group Goes All-In on AL, Google Braf Surpasses GPT-4, and Introducing AI Literacy for All”. AI is here to stay and the more that people and companies realize that and the sooner they can use it to benefit them, the better. AI is complex and using it in a company can have its advantages. However, not many know how to use it properly as everyone is mainly learning it as it grows. AI is evolving into something the world doesn’t know yet, and this podcast gives the opportunity to people to understand what the future can be and how to adjust properly in order to be a friend of AI and not its enemy. We see AI all over and now in the workplace. Learning what AI is and how it can benefit a company in the long run is something this podcast goes over in this episode and can lead to bigger and better things for those who learn to adapt to what is around them.
AI is growing at a rapid rate. The podcast goes on about a study done that in the next three years, $326 million will be spent on AI (Roetzer, Kaput. 2024, 5:20). This will be mainly on an artificial engine called Core AI. Core AI is a central artificial system that can benefit companies in numerous ways. It would be the first of its kind and will have a company database with employees constantly adding to it as its mainframe. It would be specific to the company and would be creating smart strategies for the company to be more accurate than ever before (Roetzer, Kaput. 2024, 6:30). The origins of the Intelligence Engine can be traced back to marketing. Using AI as an assisted for advertising is beneficial in numerous ways and having a platform that can input strategies to help market a product is an amazing tool (Roetzer, Kaput. 2024, 7:55). In the business world, AI was there to help marketing/advertising in strategies, (Roetzer, Kaput. 2024, 9:56) and now AI algorithm has grown to possibly benefit the whole company. Even social media marketers benefit from AI as it can guide them to creating strategies in content, designs, and even concepts towards their demographic. A book created by one of the people in this podcast called “Marketing Performance Blueprint” (2014) spoke upon the idea that in the near future a company as a whole would benefit from AI and now a decade later, it has become a fact (Roetzer, Kaput. 2024, 14:00). A marketing intelligence engine (Roetzer, Kaput. 2024, 12:57) provides cheaper and faster recommendations than people, (Roetzer, Kaput. 2024, 13:20) and has happened in health care as well as financial services. AI Native, AI Mergin, Obsolete are all three AI tools (Roetzer, Kaput. 2024, 15:53) that can create a vision and evolve into what an organization can become. “AI will never replace creative minds but push the boundaries further” (Roetzer, Kaput. 2024, 16:45). AI will be data lead and will be more accurate and faster. However, there is a human element that is incorporated. AI will and is there as a tool to assist in developing strategies and currently, that is its only purpose. When AI does come to the point that in benefits the whole company, rescaling, and upscaling will happen, but AI won’t take jobs according to the podcast and the money that will be used to afford it will come from the benefits AI will have for a company (Roetzer, Kaput. 2024, 17:50). “Allow our people to do things tomorrow that they can’t today” (Roetzer, Kaput. 2024, 18:15) as stated before, AI is there to assist and to generate clear vision and innovate what can’t be performed by the mind. But the human element will still be a factor. According to the podcast, CEOs in 2024 should lay out a plan to use AI to benefit them overall (Roetzer, Kaput. 2024, 19:45). AI is here to stay, and the quicker people adapt, the better. What AI should embody is the uniqueness and authenticity of each company (Roetzer, Kaput. 2024, 20:18). When companies do reach out to use AI, it will be tricky on which system a company should train their employees on. Writing tools are hard to comprehend sometimes. Those concepts can provoke a thought on making sure to have a consistent overlook of the program as AI keeps evolving monthly or so (Roetzer, Kaput. 2024, 28:46). Strategic thinking is one of the hardest things to teach humans, and AI can assist in that exact concept in order to benefit a company as a whole (Roetzer, Kaput. 2024, 20:46).
A model called BARD created by Google is currently making a run at possibly being better than Chat-GPT-4. Chat-GPT-4 is the most recent AI tool that is the most beneficial to the public. However, there are better systems out there such as BARD that is being developed, but most likely will cost people/companies to use (Roetzer, Kaput. 2024, 22:40). There is a prompt of an arena battle online (chat bot arena) that people can put different AI programs up against each other and ask them the same task. From then the answers will be humanly rated on outputs and there is even a leaderboard that emphasis which AI program is the best to use (Roetzer, Kaput. 2024, 25:30). The top-rated program on the leaderboard is Bar Gemini Pro. However, there is an AI program in the works that plans to be better which is Gemini Ultra which is pending released.
AI literacy is important to know. Adapting to AI can be tricky as many humans can have lack of talent and knowledge as well as fear of change from AI in their industry (Roetzer, Kaput. 2024, 30:30). Success required a commitment to AI and the organization mission as well as their values to use AI as a tool and benefit from it (Roetzer, Kaput. 2024, 31:12). According to the podcast, marketing departments, CEOs, organizations, school’s systems, governments, and the whole world are unprepared for what AI and the future holds (Roetzer, Kaput. 2024, 35:10). Also, social media markers can benefit specifically from AI as they are the front lines of the company and it is important on what content they produce and AI can guide them in strategies in campaigns. It can be beneficial to understand AI, but learning it now is important since soon it will be too late to catch up. There was a paper created in 2017 by people working at Google called “Attention Is All You Need” (Roetzer, Kaput. 2024, 43:20). In this paper they discuss the future of AI and how it can be beneficial. Google didn’t realize until a year later (2018) that this was an important paper, and they should act on it. From that paper, Google soon after invented the bases for C-GPT and legendary acceleration that we are seeing in AI today (Roetzer, Kaput. 2024, 43:40). Some (seven) of those writers from that paper are now with AI companies and are making 100+ million from profit (Roetzer, Kaput. 2024, 45:40). These types of papers tend to tell us what’s coming up in the future, (Roetzer, Kaput. 2024, 46:35) and the authors are very important. In 2024, Google announced “Lumiere” AI which creates five second videos. Space and time have diverse and coherent aspects simultaneously in videos (Roetzer, Kaput. 2024, 47:30). Only demo videos of AI generation are currently out now. It is unclear if Lumiere will be released to the public or if people will need to pay to use it (Roetzer, Kaput. 2024, 48:18). This type of AI will be able to create consistent smooth transitions that is unlike anything before. The visuals will have true realism of frame-to-frame quality.
This podcast states that 2024 will be the year of AI video of innovation (Roetzer, Kaput. 2024, 50:00). It can be said that 2023 was full of AI images and text. An example that comes to mind is Chat-GPT. “63% of all internet users use the Chrome web browser” (Roetzer, Kaput. 2024, 51:50). This is important as Chrome just released an assistant that can benefit someone when they try and look something up. This assistant will be AI generated. (Roetzer, Kaput. 2024, 51:40) There are different types of AI. There is text, imagery, and so much more discovered and yet to be discovered. For instance, dictation capabilities on documents and on people’s phones is a source of AI. It can be more beneficial than typing in order to work on a task such as if there is an email and talking feels better, and so as you talk the words go on the screen into the email you do not want to type (Roetzer, Kaput. 2024, 1:05:45). AI is a great tool and can and should be valuable for the user.
AI is in the news constantly and it can be for both good and bad reasons. For instance, recently AI generated a deep fake (voice or image) online and it provides sounds and can look like an actual human being and even portray as someone. This was seen as a bad thing as in New Hampshire, there was a generated deep fake voice that was trying to influence the election voting (Roetzer, Kaput. 2024, 55:30). “Deep Fake News” can be now seen as the new “Fake News” and can possibly become a trend according to the podcast (Roetzer, Kaput. 2024, 57:40). There was even a statement released by the White House calling for legislation to protect people from AI fake sexual images. Unfortunately, Taylor Swift was one of those victims and the photos on X (Twitter) had 45 million views (Roetzer, Kaput. 2024, 58:50). Laws can only go so far but can’t force to create resources to find the origin as of right now. Moving forward in trying to solve a solution to a messy problem will be difficult as there are currently no limits. AI shouldn’t do this, but it can do this type of work (Roetzer, Kaput. 2024, 1:02:00).
Even after looking at AI generated power, there is still a human element attached to it. It can be difficult to decide which AI tool to train your company on as they keep growing and all AI keeps adapting (Roetzer, Kaput. 2024, 54:40). Social media especially is adapting quickly but users might be far behind in what type of content is in front of them. Not everyone is experienced in every field/topic and people can take AI word for what it tells them otherwise (Roetzer, Kaput. 2024, 1:30:30). It will be and has been a human experience verses domain experience, as well as key actions verses decisions. AI can be significantly helpful in adding their thoughts to strategies for companies and others, but humans will still have the power to be in charge and use their human elements to continue to control AI according to the podcast. It is hard to understand what can happen in the future, but we have to catch up to AI and adapt to what we know now before it is too late.
Roetzer Paul, Kaput Mike. (2024). World’s Largest Ad Group Goes All-In on AL, Google Braf Surpasses GPT-4, and Introducing AI Literacy for All. The Marketing AI Show https://podcasts.apple.com/us/podcast/worlds-largest-ad-group-goes-all-in-on-ai-google-bard/id1548733275?i=1000643511700
PODCAST #3 - Behavioral Economics: How Understanding the Brain Can Build Your Business ~ Michael Stelzner, Malian Palmer | Social Media Marketing
In this podcast in The Social Media Marketing podcast with Michael Stelzner. He goes over numerous topics related to behavioral economics with Malian Palmer (Stelzner, 2024, 1:48) as a guest. This happens in a podcast episode called Behavioral Economics: How Understanding the Brain Can Build Your Business. Knowing why consumers make certain decisions is very important in the business world. The major question is, “What makes behavioral economics different than Economics? (Stelzner, 2024, 9:45) Behavioral economics is what people actually do and why they do it. Economics is predicting what the average person will do but not taking everything into account. In behavioral economics (Behavioral Science), it can also be known as Consumer Behavior and psychology, economics, marketing, even neuroscience (Stelzner, 2024, 6:25).
Research shows on average that people make about 35,000 decisions every day (Stelzner, 2024, 11:01). That is almost one decision every 24 seconds. How were those decisions made, and why? I believe that people might think deeply about 25% of those decisions and the rest are either muscle memory, and or the subconscious decisions were made in a quick manner. This exact topic is related to behavioral economics (Stelzner, 2024, 11:52)
Malian stated that there are many aspects to why behavioral economics is important to businesses, especially in marketing and she expresses two of them. The first aspect is Framing (Stelzner, 2024, 13:15). Framing is how word something, as it always matters. A good example of this is “90% fat free”, verses “10% fat free. Both say the same thing but positive is always better, and so saying “90% fat free” would be better to state. It can influence the choice that will be made as the message can be appealing (Stelzner, 2024, 16:02). In framing is reframing and there are multiple aspects to it. Malian expressed that switching certain words can be very important in getting a point across. She stated that instead of saying “if”, say “when” and in a sentence it states, “if you are ready”, verses “when you are ready” and the second phrase can certain be seen as a more open and positive statement. Another switch should be “anyone” to “everyone”. Including everyone is important and can be beneficial for a business to express this since more people will be willing to listen (Stelzner, 2024, 21:15). Lastly, the third saying that should be switched is asking a question at the end of a marketing message and/or email as it forces the reader to possibly feel obligated to think and respond. For instance, if the message at the end of the email says, “Are you free on Friday around 2pm?” instead of “Let me know if you are free late next week.” This most likely continues the conversation, and it will be acted on (Stelzner, 2024, 23:02). Everything matters, be thoughtful and listen as word choice and body language is important. Images and quotes are important to have consumers comply as well. What you are doing and the order of what is said is important, even if you don’t realize it at that moment in time (Stelzner, 2024, 26:02).
A different tactic that can be used to manipulate and/or persuade someone to buy something is to provide the experience for them such as smells since some gas stations and even Disney World do this. A gas station wanted to sell more coffee so they pumped fumes that smelled like coffee near the pumps and Coffee sales increased by 300%. Disney does a similar type of aspect in their different lands in order to create an experience and to increase sales of food (Stelzner, 2024, 32:08).
The second tactic is anchoring. Your brain tends to make a quick guess at something rather than to wait a moment and make an educated guess. For instance, if someone asks, “How many cousins do I have”, most likely you won’t sit there and figure out their nationality and think about how many siblings their parents have. Most likely you will think of a rough estimate that might sound right, and or give up right away (Stelzner, 2024, 35:31). Malian stated that saying a certain number might hurt the sale. For instance, Snickers had an ad in stores with the words “buy them” in it and another saying, “buy 18”. Saying 18 might seem as too many but then the person might get 6 rather than zero if you say “them”. So, saying something overall might not sound better in the eyes of the consumer, as it impacts behavior. There is a shuttle shift in the statement and in minds that can impact choices as your tone and words said are very important. Another example is “get your ticket” vs “get your tickets” since it might for someone to buy more tickets when adding the “s” at the end of “ticket”. The next to last example is that if someone stated was if someone asked a question stating, “there are more than 100 penguins in the world, how many are there?” People would most likely guess, and the actual number is about 12 million and their reactions were grand. Expressing a much lower number for something makes the consumers more intrigued rather than asking “there are more than 1 million penguins, how many are there.” That might not get as big of a reaction as the first question and consumers won’t care as much. Lastly, an example that fits this well is if on purpose of pitching a price in saying it’s “$500…actually it’s $700” verses “$900…actually it’s $700”. Sale price deals can make consumers buy based on the anchoring of the bigger number. If there is a bigger number provided first, then the consumer will subconsciously feel as if they are getting a better deal and are more willing to buy. I do believe that this is a good concept as there are so many unique ways to get a point across. Consumers today might be more aware of what is going on, but using behavioral economics can provide an understanding of the brain for businesses in order to produce a better marketing strategy that appoints consumers into purchasing.
Michael and Malian stated many topics that can benefit a business from using behavioral economics and they mentioned that putting the more expensive item first on the right can affect consumers to buy if it’s a chart. If it’s a stack, then putting the most expensive on the top would be beneficial. As consumers tend to work from the top down and from the right to the left. Consumers are more likely to buy something when seeing the larger price first (Stelzner, 2024, 45:50).
Behavioral economics is very important, especially in today’s world. We know more about how humans work today than ever before. Why and how someone makes a decision can be very impactful for that consumer and for that brand. Knowing why a consumer decides is beneficial and more so when understanding how their brain works since the mind works in peculiar ways from time to time. This type of knowledge for a business can influence a social media marketer as they can create strategies in order for consumers to understand the products and buy them. Also, understanding trends for a certain demographic and their personal morals can have a major impact. Plus, using knowledge from behavioral economics and be implemented in marketing strategies and even what type of content is created. Something they originally weren’t thinking about based on deals and wording is important to act on. Overall, Malian was a great advocator for behavioral economics and understanding how the brain works can not only benefit a company but behavioral economics can also benefit the world of economics and consumers knowledge as we know it.
Stelzner, Michael. (2024). Behavioral economics: How Understanding the Brain Can Build Your Business. Social Media Marketing https://podcasts.apple.com/us/podcast/social-media-marketing-podcast/id549899114
PODCAST #4 - Why Focus is the Path to Success with Justin Tse ~ Daniel Lemin and Hannah Tooker | Social Pros
The podcast called “Social Pros”, that is cohosted by Daniel Lemin and Hannah Tooker talk about various topics related to social media and marketing. In this podcast called “Why Focus is the Path to Success with Justin Tse”, Justin Tse is brought back after two years, and he is the CEO of featured media (Lemin, Tooker. 2024, 2:25). They discuss Justin’s success in his career and what he has learned that can be connected back to marketing. In November of 2023 in Canada, Justin Tse won an award for Youth Entrepreneur of the year (Lemin, Tooker. 2024, 1:02). Justin’s fame on YouTube and other platforms allowed for this accomplishment. Justin is a so called “OG” YouTuber as he started his account a little over 10 years ago (Lemin, Tooker. 2024, 2:50). Justin did dabble in the podcast industry in the past that was posted weekly. But it has been dead for a while since his schedule at this moment wouldn’t allow him to work on a podcast and his type of content might be weaker on podcast as well. Justin’s content consists of traveling, interior design, and technology while dabbling into the F1 circuit (Lemin, Tooker. 2024, 33:20). Justin Tse has over 800,000 subscribers on YouTube and many more followers on other social media platforms.
Justin expresses that the hardest thing to do currently is staying interested in your own content as well as keeping your consumers interested (Lemin, Tooker. 2024, 3:50). It can be challenging to come up with new ideas for a topic you have done everything for. Justin started to travel and make it into content in 2019. Almost eight years into his YouTube career, Justin pivoted into something grand (Lemin, Tooker. 2024, 5:00). Justin’s content reflects his passions and makes his content fun to make and produce for his consumers. Justin said that he tries to stay true to himself and I think that is important in today’s world (Lemin, Tooker. 2024, 9:30). Having different types of content cannot always work for some accounts as consumers might like one certain thing but it works for Justin. Having different avenues of content is important and can be beneficial (Lemin, Tooker. 2024, 10:40). Especially travel content. Everyone wants to explore to some degree and traveling around Formula 1 while breakdown the technology for it is grand and I personally think that is very interesting and great that he has different types of content (Lemin, Tooker. 2024, 12:51). Also, sometimes focusing on different topics can hinder your quality of content but not for Justin and his team. Putting travel and tech together brings more value for his consumers as their interest grows and Justin stays relevant (Lemin, Tooker. 2024, 15:10). Having collaborations can be great but difficult to set up sometimes. Justin says that he now only does collaborations about once a year now compared to the past since it can be a long process and his following demands him to post content more frequently (Lemin, Tooker. 2024, 16:35).
All of them were saying how there are many courses out there about making content and marketing. Yet Justin’s course that he posted a few years ago is still relevant in today’s world. The course that Justin has out that he worked on in the past years is still relevant in the business structure today. However, the type of content is now more important than ever. For example, TikTok and Reels as brand deals focus on both short (30s-1m) and long forms (5m-10m) of content (Lemin, Tooker. 2024, 17:48). With that being said, finding different niches is important to lean on in the industry (Lemin, Tooker. 2024, 18:35). Everyone wants to be an influencer, but it can be difficult to find a niche and reflect it to an audience while trying to stay above water. Finding a style and model is important in making content. Everyone copies each other to some degree and following a certain format might not always work. Having basic practice and principles can lead to success, especially in the beginning on making content (Lemin, Tooker. 2024, 20:30). Instagram Reels and TikTok are great currently and producing this type of content can be fantastic if the developer knows how to use it to their advantage. Especially accounts that are making binge worthy content. Also, marketing the content is important as well. Knowing your audience and what type of content they are interested in can go a long way (Lemin, Tooker. 2024, 21:45). In social media today, Shorts and Reels of “my day in the life” and “tips on etc.” are a great way to start your way in making content. Justin states if he had to start now that he would do this by starting in tech but possibly transfer over to travel and home aesthetic in the long run (Lemin, Tooker. 2024, 23:10).
It can be tricky in finding which platform to post content on which I agree with. Justin said that YouTube is the most stable at the moment (Lemin, Tooker. 2024, 24:30). Other platforms have changed over time in terms of the type of content they have compared to YouTube (Lemin, Tooker. 2024, 26:02). For example, Instagram was mainly photos then changed to stories and now are more so reels. Content has its own waves in terms of what works currently. More important, is the developer or consumers getting burned out and/or overwhelmed? Pushing yourself to promote a product and/or post content can be very draining as time goes on. Also, the love with the passion and focus for your content can go down over time as well. Changing from a top that is a hobby to a job for that same topic can be difficult sometimes in my opinion. But sometimes going with the flow is best and digging into a field that is not stopping can be beneficial. The technology industry for Justin is always changing and sometimes going with the flow is best (Lemin, Tooker. 2024, 26:35).
Consistency is most important and finding your own formula can go a long way. Not posting and being afraid to post can be your own enemy as it delays the process for both you and your consumers from learning (Lemin, Tooker. 2024, 27:25). I believe that quality over quantity is the best way to go sometimes when you are stuck, but being consistent needs to be remembered. Sometimes having a helping hand can be important. One of those can be brand partnering but sometimes brands don’t give you that much creative control (Lemin, Tooker. 2024, 28:20). You can’t be emotionally attached to the content since it can change over time or be scrapped from brands having their input be heard. Another way to get help is through collaborating. Collaborations in brands content has become more and more popular, especially in sports (Lemin, Tooker. 2024, 30:24). A great platform today that Justin mentioned is TikTok. Some brands originally were nervous of what to put on TikTok but some of them now allow certain managers and/or interns to be in charge of them and run with it and so far, it has worked out well for them so far (Lemin, Tooker. 2024, 32:02). For Justin,
YouTube has been the best type of content, especially Reel campaigns (Lemin, Tooker. 2024, 34:20). I have noticed that when you go onto the YouTube app, it takes you straight to Reels to try and drag you in for a long time. Another platform to make content on is X (formally known as Twitter). X is currently the 4th platform creators work on and usually developers stick to 2 to 3 (Lemin, Tooker. 2024, 35:40). But X can be difficult to make content on as there are a lot of aspects going on around it. I believe that content creators tend to currently stay on Instagram, YouTube, and TikTok. For a social media marketer this can be important to know as understanding that promoting on numerous platforms can be beneficial. Deciding which ones to promote is the only difficult question. Everyone has a different content style, and each person moves towards a different platform that suits them and their company well (Lemin, Tooker. 2024, 36:30).
In the end of the podcast episode, Justin Tse has some words of advice for marketers that are creating content. Justin mainly said that with consumer content go with the flow and post your work in the beginning. Repetition is important in the beginning as well. Overtime you’ll narrow down your content but see what works and go from there (Lemin, Tooker. 2024, 40:21). I believe that Justin makes some good points that in the beginning you might not know what works for your consumers and the type of content that you want to make. So, making whatever and going with the flow and seeing what works is best. Of course, being consistent and using the analytics tools provided on each platform and such is important to use. I believe that Justin makes some great points in this podcast hosted by Danile Lemin and Hannah Tooker on why his work led to his success and how to be successful on social media, especially with the type of content you have. The “Why Focus is the Path to Success with Justin Tse” episode for the Social Pros Podcast made me gain much knowledge on what type of content is great to pursue for a social media marketer. In the end, what makes your content special will make your accounts stand out from the others.
Lemin, Daniel and Tooker, Hannah. (2024). Why Focus is the Path to Success with Justin Tse. Social Pros Podcast. https://www.convinceandconvert.com/podcasts/episodes/focus-is-the-path-to-success/
PODCAST #5 - The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch ~ Kasim Aslam and Ralph Burns | Perpetual Traffic.
The podcast called “Perpetual Traffic”, is co-hosted by hosted by Kasim Aslam. This podcast goes on about various topics related to cutting-edge marketing business strategies. In this podcast called “The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch”. John is brought to the podcast to spread some knowledge on how small business and businesses in general can increase their marketing knowledge by having a full-time or part-time Chief Marketing Officer (CMO). John is the founder of Duct Tape Marketing Consultant Network Agency where they focus on fraction CMO marketing and making sure businesses, especially small ones are doing the correct tactics for their marketing campaigns and strategies (Aslam, 3:50, 2024).
John’s book and topic is around evolutionary marketing concepts for small businesses (Aslam, 4:50, 2024). Experimenting is a huge part of marketing and John expresses that figuring out demographics of your views is important and can fluctuate. For instance, where do your consumers hangout? What do they eat? Many questions like this can be asked in order to benefit a social media marketer from promoting to the right crowd (Aslam, 5:55, 2024). Communication through the marketing department is also important as there needs to be an avocet towards making sure everyone is on the same page (Aslam, 6:37, 2024). This can be beneficial for a social media marketer because knowing the structure and the direction a company is trying to go into can indicate what type of marketing strategies might be used in order to capture the brand’s image in a certain way. I also think that this is important because communication is key, especially in a business where they need to make a statement about something as well as being on the same page for campaigns.
John’s agency is unique as it helps companies save money as a company can hire a CMO from john’s agency for a small period of time to express what the organization needs to do in order to turn their marketing tactics around. This process is there to help organizations get back on their feet, especially small businesses. It is sort of an audit in marketing and the agency can even express to a company what they should look for when hiring a full-time CMO which can cost a lot of money. Overall, what the company should do in order to figure out the metrics (KPI’s, data) and marketing strategies and campaigns is to narrow their target market focuses and go from there (Aslam, 8:55, 2024). Asking the CMO their framework and approach are there so there is no wasting time and are making sure communication is consistent and clear. (Aslam, 16:02, 2024). What they should and shouldn’t be doing from a tactic standpoint can take them to the next level (Aslam, 11:05, 2024). Semantics with a Marketing Director is important and might not need a fractional CMO with metrics as they might only need direction and to be held accountable which John’s agency can also assist in this manner (Aslam, 14:30, 2024). Fraction CMO+ handles limitations and progress as there is a lot to do and some companies could pay upwards of 30,000 a month for someone to hold this position (Aslam, 19:30, 2024). That is about 360,000 a year for a salary of this gratitude.
John’s agency is good at orchestrating since they interview major clients for these companies for CMO business (Aslam, 20:48, 2024). This can be beneficial for a social media marketer as what happens at the top always trickles down to the bottom of the team. It always starts at the top. CMO usually can handle usual handle a lot of cases, but it depends on the companies and the situations (Aslam, 21:40, 2024). A Chief Operating Officer (COO) is usually in charge of logistics and operations of an organization could be grouped with a CMO according to John and would work well together in the overall scheme of things. John and Kasim noted this because it can be difficult to figure out which each department believes and is working on. But if these two titles worked with each other for an organization, then it would certainly be beneficial for the onboarding and marketing aspects (Aslam, 22:50, 2024).
All in all, Marketing is an experiment and changes frequently. It can be tough to predict and handle what challenges are ahead in all aspects of marketing. Fraction CMO’s are a perfect fit in a short- or long-term place to assist an organization with their marketing efforts in order to make sure everyone is on the same page, and they are using their tools to the best of their abilities (Aslam, 22:15, 2024). Duct Tape Marketing is a great business that can and is assist many organizations in their marketing departments and make sure everything is running smoothly. I would say that John has enough experience to be trusted and his opinions on this topic make sense. For a social media marketer, it can be uneasy on keeping up with everything sometimes and make sure the businesses brand awareness is great. So, with the help of a CMO, a marketing department and social media marketer can certainly benefit from this type of experience. The only question is whether a company is ready to make the jump and get assistance. But what is the max they are willing to spend since this can truly benefit a company and their marketing department.
Burns, Ralph., Kasim, Aslam. (3/12/24). The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch. Podcast. https://podcasts.apple.com/gb/podcast/the-duct-tape-marketing-method-revamping-small/id1022441491?i=1000648879119