Content About Content
Business & Economics Podcasts
Content. Copywriting. Content Marketing. Content Strategy. Content Design. Content Creators. Content Content Content - ARGH! The content industry just keeps growing with new forms, mediums and platforms hitting our eyes and ears every day and consumers want more, more, more! But how do you know what's what, what to do with it or even why to write in the first place? Join Jen each week as she digs a little deeper into the what, why and how of all things content in this podcast designed to help you feel content about content. But what does Jen know? Jennifer Robson is the founder and director of Engage Agency, a content agency based in Australia. With more than 20 years' experience writing, planning, strategising and publishing all things content for businesses big and small, Jen brings her unique insights and experience to your ears each week. She works with some of the greatest tech giants of today, like PayPal, Adobe, Grab and a whole lot more. Subscribe now, and stay up to date by following @engageagencyau on Instagram or visiting engageagency.com
Location:
Australia
Description:
Content. Copywriting. Content Marketing. Content Strategy. Content Design. Content Creators. Content Content Content - ARGH! The content industry just keeps growing with new forms, mediums and platforms hitting our eyes and ears every day and consumers want more, more, more! But how do you know what's what, what to do with it or even why to write in the first place? Join Jen each week as she digs a little deeper into the what, why and how of all things content in this podcast designed to help you feel content about content. But what does Jen know? Jennifer Robson is the founder and director of Engage Agency, a content agency based in Australia. With more than 20 years' experience writing, planning, strategising and publishing all things content for businesses big and small, Jen brings her unique insights and experience to your ears each week. She works with some of the greatest tech giants of today, like PayPal, Adobe, Grab and a whole lot more. Subscribe now, and stay up to date by following @engageagencyau on Instagram or visiting engageagency.com
Language:
English
Website:
https://engageagency.com/
Email:
jen@engageagency.com
Episodes
Will AI kill the copywriter?
4/12/2023
Back in 1979, The Buggles announced that Video Killed the Radio Star. In 2023, will AI kill the copywriter?
AI has made its presence known in a BIG way over the past few years. While it's unlikely to really be intelligent in our lifetimes, the machine learning and logic capabilities that have come out, particularly in the past year, will change the internet sooner rather than later.
There are some industries that are more obviously in the firing line, like copywriting and content marketing, and design and devs. But will these technologies actually replace us, or will they just change the way we work?
Tune in to hear my take on AI’s impact on content.
Like what you hear? Have thoughts to share? Hit us up at lovethepodcast.com/contentaboutcontent
Duration:00:17:52
Reviews and revisions
4/4/2023
You nailed your brief (or if not, head back to ep 2 where we talk about that). Your writer did their thing. And now the first draft is in your inbox with a request to review and share your feedback.
Nervous? Worried you might overstep? You shouldn’t be.
Itching to track changes till it’s completely unrecognisable? Calm down a moment.
Let’s have a chat about how you should be approaching your second-most important job when it comes to working with a writer – reviews and feedback.
As writers, we all love hearing our work is brilliant but that’s not your job. What is your job is working with us to make sure we deliver what you need. Tune in to this week’s ep to hear more.
Love the podcast? Hit us up with some feedback at lovethepodcast.com/contentaboutcontent
Duration:00:23:15
The content your business needs
3/28/2023
If your social feeds are anything like ours, you’re being bombarded with ads selling you the quick content fix. They’ll show you how to build a funnel they promise will drive thousands in sales every day. They’re selling you their blog or social media calendar with “already done” copy that you just need to publish. And their courses and templates and solutions don’t work for you...? Well, then they’d happily charge you a whole lot more to do the exact same thing for you instead.
Sorry to burst your hopeful little bubble – but all those too-good-to-be-true ads are just that. Too good to be true.
So, what will work? What will drive sales and boost your revenue? What’s the key to content for your business? Tune in to this week’s episode to find out.
Love the podcast? Have some thoughts to share? Hit us up with a review at lovethepodcast.com/contentaboutcontent
Duration:00:10:46
Don’t hire that writer!
3/21/2023
How do you decide which agency or freelancer you should approach for a quote or work with?
There are hundreds of thousands of copywriters and content marketers around the world. If you haven’t been given a referral to an agency by someone you trust, it can be a bit scary working out who’s the right one to go with.
In this week’s episode, we’re discussing why you shouldn’t hire the person you think you should. And we give some tips of what kinds of things to look out for instead.
You’ve got to let me know what you think about my brand new Unpopular Opinion siren too. Hit us up with your thoughts or leave a review at lovethepodcast.com/contentaboutcontent
Duration:00:20:04
Time
3/7/2023
This week we’re talking time.
No, I’m not a life coach about to tell you how to spend your time. Instead, let’s have a think about your audience’s time – how much they have (or, really, don’t), and why you deserve to get even just a moment of it.
What do you think about customer time and how we should approach it as writers and marketers? I’d love to hear your thoughts: lovethepodcast.com/contentaboutcontent
Duration:00:05:31
How do you feel? Empathy mapping
2/28/2023
Empathy mapping is key to good product design. It’s a tool designed to help you take a step back from the product or service you’re building, to really think about who you’re creating it for.
In a traditional sense, it’s mapping against four quadrants: what do people do, say, think and feel. And ideally it draws on strong research so you’re not plucking answers out of thin air and hoping you’ve got it right.
When designing experiences, I like to step a little further. Because it’s not just about what someone is experiencing now - how someone feels after an experience is what impacts satisfaction and loyalty.
I’d love to hear your thoughts and all about your experiences with empathy mapping. And about this podcast so far too! Please leave a review for us at lovethepodcast.com/contentaboutcontent so I can help ensure that I’m delivering content that’s helpful and makes you more confident.
Duration:00:18:06
Let’s play a game – Gamification
2/22/2023
Have you heard about gamification?
Even if you haven’t, you’ve seen it. You’ve played. I promise you.
Gamification can’t solely be attributed to content. It’s a marketing strategy, a product strategy, and a product marketing strategy too. It’s what you use to guide your customers to reach their (and your) goal for a positive outcome.
And it’s not just limited to the online world, either.
This week, we’re talking gamification. What it is. Why and when you use it. And what it looks like in practice.
Apologies for the delay hitting your feed this week. Tech issues! We’ll be back on time next week... unless there are more tech issues...
Duration:00:15:49
Brand voice, or how to say what needs to be said
2/14/2023
How do you say what you need to say?
That’s where your brand voice comes into play. (Ooh, that rhymed!)
And no, not tone of voice. Brand voice. And tone. Two separate things that work together to communicate what you need to say in the way you need to say it.
So, what is brand voice? What’s it there for? Why’s it important? How do you define it? And who cares about it?
And then what’s tone if not “Tone of voice”? (Spoiler: Tone is “tone of voice”, it’s just people often say “tone of voice” when they mean “voice”. Cos they’re silly.)
In this ep we’re talking Voice. And tone. So tune in and hear all about it.
Duration:00:19:05
Who are you talking to?
2/7/2023
Let’s talk audience.
You can’t talk to everyone. And there’s little point talking to no one.
If you don’t know who you’re speaking to, how do you know which messages resonate. And how do you identify why people are converting? (If they are at all…)
Identifying your audience means working out who you’re most focused on when it comes to your copy. You can get to know what they care about, what messages and value props resonate with them, and how they want to hear from you.
Tune in this week to find out why audience definition is so important, and how you can start to define yours.
Duration:00:18:58
Is SEO even relevant anymore?
1/31/2023
Search Engine Optimisation or SEO feels so very 2003, doesn’t it?
Search engines are getting smarter and better at delivering the right sites to the people of the interwebs.
People are finding businesses, products and services more and more often via friends and family, social media reels, and ads.
So, does SEO still matter? Is it even relevant? Should you be investing your time and resources in it?
As we continue down our path to recession and see the increased stress of the rising cost of living worldwide, SEO may just be more important than ever before.
Tune in and find out more.
Duration:00:13:58
What the heck’s a content audit?
1/24/2023
What’s a content audit it?
Do you need one?
What should it focus on?
How long will it take?
What can you do with it?
All important questions!
There are three different types of content audits, so before you get started you want to be clear on your objectives. In this episode, we deep dive into content audits and how to run one for your site. Jen chats about how she runs content audits and some of the tools she uses to make life a bit easier. (Spoiler alert: Most of them are free or freemium!)
Have further queries about content audits? Drop us a note and we’ll explore them further in later episodes.
Duration:00:24:52
The good, the bad and the ugly of content briefs
1/17/2023
Whether you’re working with an agency, a freelancer or an in-house creative, briefs are a part of everyday life. And unfortunately, I’ve yet to meet someone who loves them.
Briefs are a necessity in ensuring you get what you want when working with a creative, whether they’re a copywriter, a designer, videographer or developer. But when things are required, and disliked, they’re almost always done wrong. And a bad brief can totally derail a project.
In this episode, I’ll walk you through the good, the bad and the very, very ugly of content briefs and explain why it’s important to find the balance between over-briefing and under-briefing your copywriter.
There is some good news in briefs, though – the more you work with someone, the easier briefs get as you both get to know each other and your requirements better.
Duration:00:27:38
So, what’s so important about content?
1/10/2023
Content is NOT a dirty word.
But what does it mean exactly? What is content? Where does it fit? Why do businesses need it? And what’s the pay off?
99.99% (at a guess) of businesses today have some form of content – even if they only started last week. The difference is whether or not they prioritise content creation and strategise and plan their content for optimum impact.
Content’s not just about making the sale either. There’s need for it for most businesses along every step of the customer journey. And finding out what works for your business, well that’s the fun part.
In this episode I reference a stat from Havas Group’s report, Meaningful Brands 2017 Reap Greater Financial Rewards As They Outperform the Stock Market By 206%. And I got the stat wrong – it’s actually 84% of consumers expecting brands to produce content. Oops.
Duration:00:20:09
Coming Soon: Content About Content
12/22/2022
New in 2023, we're helping you get Content About Content with a brand new, weekly podcast on everything (and yes, we mean everything!) content.
Join us as we uncover what content means for businesses today, and how the content industry is changing as both technology and consumer expectations do.
Your host, Jennifer Robson, draws from her 20+ years' of content experience, working with tech giants like PayPal, Adobe, Grab and more, universities and the education sector, and a huge range of small and medium-sized businesses and start ups.
Check it out and hit subscribe to get content about your content in 2023.
Duration:00:01:27