Zach Kazin is the senior director of content partnerships at Vox creative. In this episode, we talk about how he thinks about that role and about content partnerships. What's the difference between an indie or hobby content creator, and one who does it professionally? What's his advice for creators looking to build a career? How do business goals and creative goals intersect? And most important - what makes great content?
Interview with Zach Kazin:
The sun’s starting to dip behind the mountains.
I can't stop shivering.
That's a good thing, when you stop shivering that’s when you need to worry about hypothermia.
I can’t recall the year, it was 2000 something.
I’m in Lake Placid in the middle of winter standing on top of a rickety 20’ high tower with 60 pounds of camera equipment and no immediate route down.
I’ve been shooting Inverted Aerials at the US Freestyle Nationals from the best seat in the house. Eye to eye with some of the most amazing athletes on the planet. Capturing them as they flip, turn and twist their way through the sky.
But now the competition is over, night is falling, and the cold is working it’s way to my core.
These skiers have put in thousands of hours to get here.
Years later Alex Fererreira took silver at the Olympics doing similar tricks off the lip of a halfpipe. In our podcast “Spartan Up,” he explained the preparation: “[First do it] in your head 100 times, do it on the trampoline 100 times, go to water and do it 100 times there. THEN you bring it to an airbag. … You do that into the bag probably 100 times. … And then after you've done it there, then you bring it to snow. “
Back in Lake Placid I'm waiting for the rest of the camera crew to get their gear wrapped so they can bring me the ladder I’ll need to climb down.
At 5’ tall my body mass to surface area ratio makes me especially vulnerable to hypothermia.
When these skiers launch into the air they’ve put in so many reps their body knows the way, the movements become intuitive and natural. Real experience, in a variety of circumstances, is critical.
How many reps have you put into your podcast?
Are you ready for the days when the winds shift or the judges don’t rule the way they should?
It’s something I think about a lot. In a world of constantly shifting tools and technology, what value does 30 years of experience give me? Reps. I’ve put in the reps. I’ve exceeded my 10,000 hours. 100s of reps editing, 100s of reps telling stories, 100s of reps handling difficult clients, tricky scenarios, unreasonable deadlines, and hard problems.
And 1000s of reps finding the best way to get the story told.
Weathering the shifts is easier when the reps have built that firm foundation.
Eventually the ladder appears, and we manage to get me and all my equipment down safely. I get the car started and focus shifts to next steps. Hot liquids. Hot shower. Set the alarm for tomorrow. Sleep.
Thank you to everyone who battled the snow, donned their masks, and attended our monthly meeting. We started AmeUp believing there’s a place where business, creativity, and community overlap in the Upper Valley. Growing attendance at our events continues to affirm our belief.
Today's NFT presentation by Ryan Munn was extremely informative and we are so grateful to him for sharing his insights, and to CATV Executive Director Samantha Davidson Green for providing the venue at CATV's White River Junction, Briggs Studio location.
A Bitcoin investor since 2013, owner of 1 CryptoKitty, and the host of interchain.live, Ryan spoke of how artists and creative-minded entrepreneurs are successfully using NFT's in the digital marketplace. The discussion and networking afterward was very instructive.
Thank you CATV for hosting us, CATV is a 501(c)3 community-building organization that enables open public dialogue, expression, and government transparency by providing access to the expanding world of media. For information about their lifelong learning offerings, go to: https://catv8.org/learn/
Marion & Elizabeth
When I was about 10 our babysitter came in with a new comb "it's unbreakable" he said.
"Is it really unbreakable?" I asked, "or is that just what they say in the advertisement?"
"It's unbreakable," he told me proudly.
So 10 year old me bet him a dollar that I could break the comb. I tried bending it in my hands but it just bent back. Determined and curious I took it to the basement and put it in my father's vise, tightened it, grabbed the comb with a pair of vise-grip pliers, and put all my weight into it. SNAP! The comb broke in two.
What's the message of the story? What does it have to do with your podcast or your content strategy? Is the story evidence of some essential truth in the world of content?
It's not, but it's a story that tells you a lot about who I am. Even today I'm sometimes socially oblivious, I'm always curious, I love to challenge ideas and take nothing at face value, I'm stubbornly determined when it comes to completing a task, and inventive when it comes to finding Solutions.
There are 5 essential Ps to your podcast strategy. The second P is "Point of view." What's your take on the world? Your personality? That unique combination of things that makes you you? What makes your show about knitting, or boxing, or coffee roasting different from the hundreds of others about that?
PS - I'll help you understand how to use this and the other 4 Ps to grow your podcast In my 90 day development process for podcasters. How do you find your voice? What's unique about your take on your topic? To join you must have a minimum of 10 episodes podcast published. More info on the "Grow your podcast" page.
I can't believe how many smart people are paying attention to the wrong things. Do you need to sound good? Of course. Just like you need to be able to read the type when you open a book. But that isn’t what makes a book interesting & worth reading.
Decent sound quality is not the hard part, and yet it's all so many podcasters worry about.
Let's take the writing analogy a little farther. There are very few great writers who haven't worked hard on their craft. Not how they hold their pen or the choice of word processing app. They dedicate effort to the craft of writing. Whether novels, biographies, magazine articles, or ad copy - most writers work, and work hard, to understand how to craft their messages, develop their ideas, and keep their readers engaged.
I'm not suggesting you script your podcast.
I'm telling you that if you want to be great - put more care, practice and intention into what you say and how you say it. And worry less about the mic you use.
And PS - if you wonder how to learn this, I’ll be running a small group of podcasters through my process starting in January.
Grounded content strategy is practical strategy, who better than the founder of Duct Tape Marketing to help us with this? John Jantsch has a new book "The Ultimate Marketing Engine, 5 steps to ridiculously consistent growth." Everything we talk about comes from his real-life experience building businesses for his clients.
Get two free chapters of his book The Ultimate Marketing Engine.
Whether you're working on a podcast, a social media channel, creative projects for yourself, artwork, photography, social media, writing, journaling, almost any creative endeavor, you can use this technique to help you make a breakthrough to push yourself to the next level. And this works whether you're doing client work or personal work.
First - an important question. Do you want to do more? To be more? To make a breakthrough? Maybe you want to try solo episodes, or keep to a production schedule, add video, or do more social media, get on tick-tock, or study more, read more, learn more about your topic, learn more about your guests, maybe you want to pick up a whole new skill. That's what this process of creative challenges can do for you.
In these two episodes, I explain, step by step, why this structure works, how to execute on it, how to design the right challenge for yourself, what to do to increase the chances of success and what to do when you fail.
Sales. That word freaks some people out and excites others. In this episode of the Grounded Content podcast I talk to Donnie Boivin, he's one of those guys who LOVES sales. He brings all those grounded qualities we love on GC to the mindset of selling. Make no mistake, he is a hard-driving salesperson. He's effective. He knows how to get the deals done, to sell what he needs to sell. And he teaches others how to do it. I think this will change the way you think about sales.
Find information about his programs, summit and podcast at DonnieBoivin.com
If you have a podcast and you want more reviews - make it as easy as you can for your listeners. Unfortunately it's not easy to find the "write a review" button in the apple podcast app from your phone, but once you do the rest is easy. Consider making a video like this (or feel free to steal mine) or posting the steps to your website or social media (I have them below if you'd like to steal them feel free!)
Whatever it is you want your listeners to do more of, think about how you can make it as easy as possible for them.
Here are the steps to leave a podcast review on the apple podcast app from your phone:
1. Open the apple podcasts app
2. Enter the name of the podcast you want to review in the apps search bar
3. Click on the show
4. Scroll down through the list of episodes to the "ratings and reviews" section
5. Just below it you'll see the words "leave a review" - click on that
6. Pick a number of starts, enter a headline and write your review
7. Click "send" at the top right.
Is your content creating measurable results for your business? It should be. In this episode of Grounded Content podcast I go through a 5 step process you can use to get the tangible results you are looking for from your podcast, emails, youtube channel or social media.
Steve Watt attracted my attention on LinkedIn, his posts are human and effective. He's the marketing director at Seismic and a pro on LinkedIn where he has a solid following. Steve explains that he advises the entire team at his company to be a part of the marketing process by being active on LinkedIn. You'll hear the guidance he gives them, the reasons that he believes it's beneficial both for the company and the employees, and what he thinks makes an effective post - the right mix of attention, curiosity, and information.
FollowSteve on LinkedIn
Find Marion on Instagram
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Show host / producer: Marion Abrams
Show editor: Kris Zarnoch
What creates viral success? The content? The strategy? The product? All three? Tru Earth founder and CMO Ryan McKenzie gives us a look behind the scenes at Tru Earth's viral strategies. How he thinks about his marketing strategy and how they execute on the viral video releases. AND it wouldn't be an episode of Grounded Content if we didn't ask that essential question - does the end justify the means? If the product makes the world a better place, does it matter how you "pitch" it?
AND - because this product DOES make the world a better place - BUY IT.
Ryan McKenzie is the co-founder and CMO of Tru Earth®, a leading eco-friendly household product company dedicated to the elimination of plastic from landfills and oceans. Concerned about the future of his three young kids, Ryan’s passion for the future of the environment lead to exploring issues around climate change, overpopulation, food and job shortages, and ultimately, to the creation of #TruEarthMovement™. Through his work, he has built a genuine community and a movement of environmentally conscious consumers More than 200,000,000 watched Ryan's videos, and more than 50,000,000 read his articles.
You think you have a sales problem, a culture problem, a marketing problem, a team problem, but Chris Brogan says you might actually have a story problem. So how do you use story to fix these problems? That's what we talk about on this episode of the Grounded Content podcast. How can leaders and marketers us story to convey information and change behavior?
Staying creative and staying effective requires a unique blend of resources. Strategy + tactics + inspiration. So what do you read to feed your human creative machine?
In yesterday's live Paula Jenkins and I talked about books every podcaster should read, but really they are books for anyone who is a content creator, professional creative, professional creator, or content strategists (only one of the books was specifically about podcasting.) Paula and I come at the business from different directions, so the list is a great mix of her take and mine. Here's the quick recap video of the books on our lists.
To hear our thoughts on each book in more detail watch the conversation replay:
? Big Magic (paula)
? The War of Art (marion)
? Essentialism (paula)
? Known (marion)
? Braving the Wilderness (paula)
? The Princess Diaries (you'll need to hear why..it makes sense - paula)
? Building a Story Brand (marion)
? Make Noise (marion)
? Jump Start Your Joy (paula)
? Endurance ( a stretch, but it's all about the power of optimism for me - marion)
If you want to how do you produce a show that people WANT to listen to - listen to this episode of the "Unconventional Leaders" podcast. Heather Parady asked me so many great questions about how to really elevate your podcasting game!
--> How much to structure your show
--> What it means to Improve your craft
--> Why being yourself is tactical
--> What makes a great host (and what doesnât really matter)
Stephen Warley, founder of "Life Skills that Matter", and host of the "Life Skills that Matter" podcast interviewed me about story. Some of the things we talk about:
- There's so much more to communication than words
- How to start your story
- How to improve with practice
- Why I love the quote "it's not the plan, it's the planning"
Stephen is a great interviewer and this conversation is full of practical tips for telling your story better.
Bill Dolan was part of the Television culture that sold you on the idea that your life would be ok if only you had this one thing, the thing they were selling that day. He had a death experience that changed his outlook. As a result of that clarity he developed his relationship marketing process (the 7DRM - the 7 disciplines of relationship marketing) that looks at selling effectively in a whole new light.
Podcasting is hot right now, that means you can expect a lot of newly minted so called experts, especially in the space of monetization. But we don’t share BS advice, that’s why I invited Christy Haussler, the founder of Team Podcast and the host of the Podcast Monetization Secrets podcast. Christy has been in the business and worked with dozens of podcasters. When she saw how disheartened podcast hosts with good download numbers were getting about the financial side she decided to step in. She clears up some of the misinformation about how podcast sponsorship really works.
More about Christy
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This episode was edited by Kris Zarnoch
Charlie Epstein brings a unique and human mix of comedy & financial advice in his podcast"Yield of Dreams." The basic idea - be present and don't wait until it's too late to live your life (and spend your money.) I was a guest on his show and we talk about life and the decisions we make and how those chart your course. We also talked about what makes great content and what I learned about it from a position behind the lense for so many years. Thanks for having me on the show.
The episode is called"Remaining True to Your Promise - With Guest Marion Abrams"
Yifat Cohen has an eye on the future, and the future for brands is TRUST. The creator of the Jackpot Moments™ system: From Seen To Sold Out is my guest on today's Grounded Content podcast. We've talked about it before, the field out there is so crowded and filled with brands, Yifat explains the importance of building communities of trust online in order to sell your products, how to create what she calls "Jackpot Moments" that show your value, rather than to talking about it. It's related to her secret to being comfortable on camera, especially when she's live.
Places to find Yifat Cohen:
I'm That Geek
From Seen to Sold Out
Yifat on Telegram
Yifat on YouTube
Find Marion on Instagram
Find Marion on Linkedin
This episode was edited by Kris Zarnoch
On the latest Grounded Content Podcast:
How do you develop your public persona and message, and how can acting and comedy inform that? We think of “acting” as a synonym for “fake,” but Charlie explains how it helps him tap into what is essential and real.
Entrepreneur, Entertainer and Author, Charlie Epstein always wanted to be on stage. The meandering path he took to get there gave him a unique take on acting, comedy and money. “My ministry in life,” Charlie says, “is to ease people’s pain and suffering about their money and to show them the path they can take to achieve their dreams and aspirations.”
He is bringing together his experience as a financial advisor and educator with his passion for acting and stand up comedy to create “Yield of Dreams,” a podcast and a stage show which will open this summer.
Find out more about Charlie at http://charlieepstein.com/
There is no one size fits all solution. If someone tells you there is, they are after your money. Your goals + your resources = your plan.
Today on Grounded Content podcast ... me. Yup, just me, no guest. I’m talking about marketing & messaging & podcasting & data & bull shxt... and of course the terror of doing a solo episode ;)
Back with a great guest next week.
How do you set yourself apart? If you try to do it like everyone else you'll always be second best. Mike Koenigs, The Superpower Accelerator, and I talk about what it takes to create a category of one. In fact - he tries to make ME a category of one, but I side track him with too many questions.
Host: Marion Abrams
Editor: Kris Zarnoch kmzencreative.com/
Should you be creating content? What should you say? What if you don't want to be "out front"? Rich Cardona, founder of Rich Cardona media has created a business saving executives and business leaders from themselves. We talk about that and ... as always ... a lot more, including what makes the best podcast pitch and how to stand out from the pack without looking desperate.
In the digital age, you're not just competing with your neighborhood. You're competing with everyone in the world. So how do you win? Double down on being you. The world doesn't need another Gary V or another Oprah. Gary V is the best Gary V there will ever be. Oprah is the best Oprah there will ever be. But only you can be the best you.
That's the second P in the 5xPs of podcasting, Point of View. Even if you are one of 30 podcasts about crocheting, when you find your voice yours will stand out.
Double down on you!
Photo by Andrea Hagarty |
Marion Abrams, Joe De Sena, Sefra the Seedhuntress, "Dr" Johnny Waite and my son the sound recorder.
On March 27th I was envious of the "pause" to reassess and learn I kept hearing about. I was fortunate enough to still be working, so I committed to a more active blog. This is my chance to think out loud about podcasting, messaging, story, nature, family and life.
~ Marion Abrams