Ronnie Higgins

#local-bay-area - January 22, 2025 at 09:02 PM

Man. I knew a handful of people before the pandemic but they all either moved away or moved in-house.

#local-bay-area - January 21, 2025 at 11:24 PM

@Eric Doty (Superpath) — given the ephemeral nature of our Slack account, what do you suggest is the best way to keep track of who's in the area and their preferences regarding meetups?

Also, please make sure to let me know when you're in town. I'll make sure we schedule something around then.

#local-bay-area - January 21, 2025 at 11:22 PM

👋 Melissa... so good to "see" you.

#CJE3XC0H3-announcements - January 21, 2025 at 05:55 PM

Just posted in #local-bay-area to gather some intel about folks in the area so I can help organize some meetups.

#local-bay-area - January 21, 2025 at 05:54 PM

Wooo hoo! Howdy folks.

I was recently talking to a colleague about organizing some meetups in SF and curious to know a bit more about the content marketers in the Bay Area — where are y'all located, what types of get-togethers do y'all typically enjoy, etc.

Right now I know of one, a Wednesday breakfast series put on by Chris Gillespie from Fenwick.

#promo - November 12, 2024 at 08:32 PM

I opened up the waitlist for my long-awaited cohort-based course, which I'm guaranteeing will fundamentally change how folks think about and approach content marketing in B2B. Here's the announcement on LI. The cohorts will be small, so your amplification will help me attract the ideal students. The curriculum is the same approach I'm using with consult and coaching clients, which is rooted in my decade plus career in marketing and a lifetime working in media.

#CJE3XC0H3-announcements - August 29, 2024 at 10:12 PM

We were introduced around the time Hopin laid me off and I was enamored by our conversation.

I sincerely wish all of us get the chance to work under someone like Ray — who doesn’t see content marketing as a thing to do but understands it rightfully as a tool to wield in service of tangible business outcomes.

Until then, this episode of Content Briefly will suffice.

(Side note: You have my explicit permission to use any of this in the promotion of Ray’s episode)

#CJE3XC0H3-announcements - August 29, 2024 at 06:18 PM

Ray’s interview should be recommended listening in B2B. It’s so cathartic to hear a marketing leader talk about everything in such a practical, non-jargony way.

#general - March 14, 2024 at 06:16 PM

As an example of a media company strategy? I probably don't know enough to say. "Metrics & Chill" is a dope name for a podcast but on the surface seems like the typical B2B podcast — talking heads, talking shop for 30 minutes to an hour.

#general - March 14, 2024 at 05:22 PM

Arch is killing it with product marketing right now. They did a launch event a few months back that really stood out against the stuff you typically see.

#general - March 13, 2024 at 07:20 PM

Dovetail's Outlier is a lot like the examples you provided.

My goto examples, however, are Paddle and Hockeystack. Both of them are applying untapped concepts, strategies, and tactics from media in B2B marketing.

#general - March 13, 2024 at 07:13 PM

@Ryan Carruthers — I'm curious to know what makes you consider the examples you chose to be a media company strategy. Is it just that they're less "blog" and more editorial like a magazine?

#CJE3XC0H3-announcements - December 19, 2023 at 05:14 PM

@Caitlin Burns so you're the reason Dovetail finally started doing SEO. I advised them in the early days on their brand/community-focused content strategy.

#CJE3XC0H3-announcements - November 08, 2023 at 08:36 PM

@(Old Profile) Greg Ciotti — can we be friends?

Edit: I'm serious. We think a LOT alike in terms of content and would love to chat.

#CJE3XC0H3-announcements - September 29, 2023 at 04:11 PM

I primarily want to get her philosophy on content distribution in a day and age when distribution is ridiculously impossible.

#CJE3XC0H3-announcements - September 29, 2023 at 03:55 PM

I'm a Lane stan but am going to be running a meeting during that time. So I'll have to catch up on all the great questions and her responses.

#CJE3XC0H3-announcements - September 14, 2023 at 06:42 PM

@Devin Bramhall — I got roped into meetings and missed the live AMA but am catching up now.

#CJE3XC0H3-announcements - September 06, 2023 at 06:24 PM

That AMA is going to be fire

#CJE3XC0H3-announcements - August 17, 2023 at 10:38 PM

@fio — sorry been out of commission the past week. I'm only a user and wasn't behind the decision to purchase it, do I'm unsure about the cost. I'm indifferent about it to be honest. It's possible to achieve the same insight with other tools.

#CJE3XC0H3-announcements - August 04, 2023 at 04:07 PM

Oooh. I can't wait to hear @Jess Cook's episode. I've never thought to do that.

#CJE3XC0H3-announcements - August 03, 2023 at 12:53 AM

Right now it’s just Attribution App and GA4. We have basic attribution models set up for both (first- and last-touch). We’re working towards more sophisticated reporting but in the meantime can provide an apples-to-apples comparison between paid and organic.

This type of analysis allows me to go toe-to-toe with paid metrics like cost per impression, cpc, etc and show how an investment in content eventually compounds whereas an investment in paid can’t.

#CJE3XC0H3-announcements - August 02, 2023 at 11:26 PM

Also, I wanna ask LaneBot about content marketing. Hook us up with that link @Lane Scott Jones!

#CJE3XC0H3-announcements - August 02, 2023 at 08:17 PM

@Jimmy Daly (Superpath) — I've been measuring the ROI of content like @Lane Scott Jones. I wonder how many others do this, too.

FWIW, this topic would be a very popular blog post. So many content marketers have been watching performance marketers work with million-dollar budgets while we content marketers have to get by with so much less. The approach Lane and I are taking forces these budgets to be compared 1:1.

#general - July 24, 2023 at 07:45 PM

@Dominic Kent difference here is that Meta is the umbrella company for Facebook, Insta, Threads, etc. Facebook still exists. X is supposed to replace Twitter entirely.

#general - July 21, 2023 at 05:00 PM

Also, if you'd rather listen, look for Off The Clock on Spotify and Amazon. It'll also soon be on Apple Podcasts.

#general - July 21, 2023 at 04:59 PM

Thank you, @Jimmy Daly (Superpath) for supporting our audacious idea to do a show for marketers, by marketers, that has nothing to do with marketing.

#general - July 21, 2023 at 04:57 PM

👋 Hello content and marketing friends!

I'd like to introduce y'all to Off The Clock, a new talk show hosted by Kaleigh Moore, Allie Decker, and Krista Doyle — sponsored by Superpath!

Okay, before you roll your eyes and think not another marketing show!, hear me out: Off The Clock has one hard and fast rule: no shop talk 🚫. Why? Because we marketers spend all day in the weeds and quite frankly need to get our minds off of work.

So, what will your new BFFs talk about instead? Tune in to find out!

#CJE3XC0H3-announcements - July 18, 2023 at 06:29 PM

I've been a part of this group since it was called the Content Marketing Career Growth Community, back when Jimmy was still running Animalz, and watched it evolve into Superpath and grow into the most important community for content folks.

This is all to say that I continue admiring all Jimmy does and have genuinely learned a lot from watching him thoughtfully tackle the challenge of transforming this community once again.

Cheers, Jimmy!

#freelance-gigs - June 15, 2023 at 06:21 PM

@Justina Matthew — it's remote but ideally has a 3-4 hour overlap with central US time zone.

#freelance-gigs - June 15, 2023 at 03:36 PM

@Jimmy Daly (Superpath) and @Lindsey Tague and @Justina Matthew — apologies. I’m too used to contractors having their own rate.

It really depends on the person. For a more junior, coachable person, I’d say $50. A senior person who could do this job in their sleep would be closer to $100.

#intros - March 03, 2023 at 07:47 PM

Hi Simone. Glad to see you here.

#content-podcasting - August 02, 2022 at 05:54 PM

@Renga Padmanabhan looks like they killed it and now you have to fill out a form to download. https://www.nielsen.com/insights/2022/podcasting-today/

#general - July 22, 2022 at 09:42 PM

👋 folks, next Thursday I'm joining Jay Acunzo and Jay Clouse for a Twitter Spaces to discuss the ingredients and techniques behind their creative endeavors. What questions do you have about the philosophy, culture, and business of creativity that I should ask?

#content-podcasting - July 19, 2022 at 07:19 PM

@Lindsay McGuire ever survey your audience to better understand their consumption behavior?

#general - July 15, 2022 at 11:18 PM

I don't have the experience you seek but can help you vet the opportunity with the sponsorship knowledge I've gained through the years marketing in the event industry.

#content-podcasting - July 15, 2022 at 07:50 PM

(props to @Sam DeBrule's HeyDay for enabling me to find that link within second)

#content-podcasting - July 15, 2022 at 07:50 PM

https://nielsen.com/wp-content/uploads/sites/3/2022/05/Nielsen-Podcasting-Today-May-2022.pdf

#content-podcasting - July 15, 2022 at 05:23 PM

There's something no one talks about when it comes to launching podcasts that's bothered me. When I worked in broadcast media, networks didn't just obsess over what they were producing — they agonized over when and for how long content was consumed. From as far as I can tell, no one launching/running podcasts for brands thinks like these media companies.

When I was developing the podcast strategy for Hopin, almost every B2B podcast was an hour long — some even longer. Far too many recorded an interview with a subject matter expert and published it unedited. This isn't inherently "bad" and there's a good chance some have accidentally struck gold. But when I see the sea of sameness across so many podcasts, I can't help but wonder if all these 30-60 minute-long shows ever considered when their audience listened and for how long.

Gracenote (Nielsen) reports that most people consider audio to be an in-car medium. According to a few sources, the average work commute is anywhere between 26-to-52 minutes. Based on that, the average audience has time to listen to hour-long one episode of a B2B podcast a day (split between their morning and evening commute).

The idea that audio is an in-car medium is changing — even more so since the start of the pandemic. Gracenote's research also found that at-home listening has increased. Anecdotally, I know people who listen to podcasts at the gym or during their lunch break.

Ultimately my point is this: If you want to launch a successful podcast don't just think of who your guests will be and what you'll talk about. Put yourself in your audience's shoes and ask yourself — where are they and what are they doing when they're listening. You might realize that when your hour-long interview with a subject matter expert is trimmed down to 15 minutes you'll reach a wider, more engaged audience.

#content-podcasting - July 12, 2022 at 03:12 AM

Dude. This is extremely valuable and it is genuinely thoughtful of you to both package and share it with the community.

#intros - July 12, 2022 at 03:08 AM

Brooklin!

#content-podcasting - July 07, 2022 at 05:44 PM

Some essential reading specifically related to this channel: https://www.amazon.com/Out-Wire-Storytelling-Secrets-Masters/dp/0385348436

#CJE3XC0H3-announcements - June 28, 2022 at 09:27 PM

Congrats @Cierra Loflin (Superpath)!

#CJE3XC0H3-announcements - May 27, 2022 at 03:53 PM

Thanks for highlighting our work, Jimmy.

#intros - May 26, 2022 at 07:22 PM

Glad you’re here either way. I’ve been slammed the last few months and haven’t been around as much as I’d like. But I can confidently say this community will benefit from having someone like you here.

#intros - May 26, 2022 at 07:19 PM

Maria!!!

#intros - March 12, 2022 at 05:48 AM

Welcome, my friend. Glad you can be here and spread your awesome.

#general - February 25, 2022 at 09:48 PM

Unfortunately, we're now in the “it depends” territory. I'd have to know a laundry list of factors and do a ton of research before I can even begin to come up with potential strategies.

#general - February 25, 2022 at 09:13 PM

My immediate gut feeling is that you want a red ocean product marketing strategy. You're launching a product with a ton of incumbents and successful niche products. Without strong differentiation and messaging, it won't matter how satisfied beta users are because they'll struggle to articulate why.

#general - February 25, 2022 at 07:52 PM

+1 to MKT1

I’ve also advised series A and B startups. So if you have more specific questions, I’ll try my best to answer.

#CJE3XC0H3-announcements - February 11, 2022 at 08:12 PM

When I began looking for a new role at the beginning of 2021, there were almost no senior-level content marketing roles. Almost all of them were content marketing specialists or content marketing manager roles.

Now, just over a year later, there are dozens of senior content marketing manager, content marketing lead, and even a sizable amount of director-level roles.

This just blows my mind.