Content Lab
67 episodes - English - Latest episode: almost 3 years ago - ★★★★★ - 7 ratingsAre you a marketer or content manager struggling to create content? Are you tired of high-level “insights” that don’t give you anything to do right now to make your content better? Do you wish someone would just spill the secrets on what works, what doesn’t, and what’s next?
If so, Content Lab is for you.
Join IMPACT content strategist Liz Murphy each week for shenanigans, candid conversations with fellow content nerds and industry experts, and the inside scoop on the tools and tactics that will transform you into a content rockstar.
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Episodes
How much does marketing news really matter?
August 12, 2021 17:47 - 43 minutes - 37.5 MBAs an inbound marketer, what marketing news matters to you ... if any? And how can you even tell the difference?
They Ask, You Answer and diversity, equity, and inclusion
July 29, 2021 15:06 - 36 minutes - 31.8 MBThe core thrust behind They Ask, You Answer is that buying behavior has changed a lot in the last 10 to 15 years. On top of that, however, the pool of your ideal customers is a lot more diverse than ever before.
What the heck is going on with all the Google updates?
July 15, 2021 15:03 - 54 minutes - 49.2 MBIn less than 2 months, Google has rolled out six different updates. Is Google trying to hurt us content marketers? (Also, during the conversation, I made a mistake. I inadvertently said the new page performance report is in Google Analytics, when it is actually in Google Search Console. Sorry!)
Realities of outsourcing content for inbound marketing
July 01, 2021 21:09 - 42 minutes - 37.9 MBLet's say you want to get started with inbound marketing and creating the content you need to establish yourself as the No. 1 authority in your space about what it is that you do or sell. However, there's just one eensy, weensy problem – you don't have anyone on staff who can be a dedicated in-house content manager. What do you do? Is outsourcing really the right answer?
How to get started creating video
June 17, 2021 16:58 - 41 minutes - 37.6 MBWhen I was given the gift of running IMPACT's video program, I was not thrilled. I always viewed myself as a writer and editor, and video was for... someone (anyone) who wasn't me. Clearly, today is a different story. How did we launch a robust video program during a pandemic? And how can other content and marketing leaders like you get their own video marketing program off the ground, no matter how limited your time, resources, or experience is?
Creating content your buyers will love
April 25, 2021 23:28 - 45 minutes - 40.4 MBWe're all in the business of attracting our ideal buyers through our content. But how do you actually make the right people fall in love with your words?
'Dumbing down' your content isn't dumb
February 08, 2021 15:50 - 50 minutes - 45.2 MBWhen you're asked to make your content "more accessible" to your audience, it can feel like you're being asked to "dumb down" something you're an expert in... and that's not a great feeling.
Why personality in content is profitable and how to do it
January 25, 2021 02:18 - 54 minutes - 48.8 MBCountless business leaders say their people are their greatest asset... so, why does everyone's content sound the same?
Writing about competition in content
January 11, 2021 15:14 - 46 minutes - 41.9 MBYou need to create content about your competition. But how do you do it in a way that makes sense and doesn't feel... awkward?
Unexpected 2020 lessons and resolutions for 2021
January 02, 2021 23:57 - 48 minutes - 43.4 MBOh, what a decade this year has been, am I right?
Happy holidays and expert tips on content interviewing
December 28, 2020 05:19 - 47 minutes - 43.2 MBIn this episode, John and I delve more deeply into the ways content interviewing can go wrong — both in terms of your mindset as a content manager, as well as your execution in the interview and post-interview content creation processes. Festive tunes from Scott Holmes Music of freemusicarchive.org.
Content coaching vs traditional editing
December 21, 2020 00:33 - 52 minutes - 47 MBThis throwback episode was originally recorded in October, but we think it's a good one to listen to as you evaluate your content approach for 2021.
What you want to say vs. what you need to say (Summertime Throwback)
December 07, 2020 14:51 - 47 minutes - 44.1 MBRecorded May 2020. It's a lot harder to not be self-absorbed in our content creation, wherein we focus almost exclusively on the positive, "look at me!" messaging.
What we're thankful for (Happy Thanksgiving!)
November 26, 2020 17:08 - 48 minutes - 42.9 MBIf you'd like to know what Millard Filmore, Rasputin, Keanu Reeves, and Genghis Khan all have in common, you'll need to listen to this wild, hilarious, and heartwarming episode.
Landing page copywriting (Recorded, May 2020)
November 23, 2020 05:34 - 40 minutes - 37.7 MBWhile there are a lot of variables and factors that drive your conversion rates on a landing page up and down (videos, form placement, and so on), one of the most important components of your landing page is the copy. (Originally recorded May 2020.)
Tips for getting started as a first-time content manager
November 16, 2020 13:57 - 55 minutes - 49.8 MBStarting out as a first-time content manager can be an exciting adventure. It can also present a lot of challenges, as you're often the first person in your role... and the only one with your specialties.
Rhetoric and the power of precise language in content
November 09, 2020 02:14 - 54 minutes - 48.5 MB"Words... words... words!" Love 'em or hate 'em, words are the lifeblood of every video script you'll write, every website page you'll craft, and every blog article you'll ever publish. Choose them wisely.
6 haunting content manager tasks and realities
October 30, 2020 22:12 - 38 minutes - 33.8 MBJohn and I love our jobs, truly. But this Halloween, we're taking a moment to be honest about the spooky-scaries of being content managers, and those commas that go bump in the night.
How to write a video script for marketers
October 26, 2020 03:14 - 52 minutes - 49.4 MBIn this episode, I pull back the curtain on my surprisingly easy process for creating video scripts, and integrating the creation of video for sales and marketing into an existing content strategy.
How Liz wrote a blog in under 24 hours
April 24, 2020 19:59 - 51 minutes - 46 MBWhile I was excited to share my experience with John of how I pulled this piece together, it wasn't until the end of the conversation that I realized how illuminating and educational this kind of deep-dive into a single piece of content can be.
Behind the Scenes of The Daily IMPACT with COO Brie Rangel
April 18, 2020 14:43 - 22 minutes - 20.5 MBWe spend a lot of time talking about creating content for your audience. But during the coronavirus (COVID-19) pandemic, we at IMPACT have learned first-hand how important the content you create for your own team really is.
Behold, the power of the content style guide
April 04, 2020 03:41 - 57 minutes - 51 MBA content style guide is a documented set of guidelines and rules that break down your brand personality, and how it is (and isn’t) expressed through your content. That sounds straightforward enough, right? But while content style guides don't seem particularly sexy or complex, it will be one of the most important documents you’ll ever create for your business. To understand why, however, you need to learn the true purpose of a content style guide, beyond its surface-level definition.
Coronavirus content strategy: How to prioritize amid chaos
March 27, 2020 16:01 - 1 hour - 55.5 MB"I could use some pointers on how to prioritize my growing content calendar. I’ve suddenly become one of the busier employees at my office since content marketing is very much needed in an office supply company. Suddenly, home office equipment is in high demand." In this episode, we answer this question for all industries.
Top SEO best practices for content marketers in 2020
January 07, 2020 17:29 - 32 minutes - 28.9 MBThere are a lot of things digital marketers and content marketers need to pay attention to, SEO-wise every single day. But what are the most important SEO principles and best practices we should be focusing on this year?
Merry Christmas from Content Lab
December 25, 2019 13:17 - 2 minutes - 2.89 MBA little treat from John and Liz on Christmas morning.
Academic writing vs human content marketing writing
December 12, 2019 18:05 - 36 minutes - 31.2 MBHumanity and personality are how you become memorable and stand out from your competitors in content. But how do you undo years of reflexive mental programming to not express individuality or personality in your writing?
How to write an irresistible blog introduction
December 02, 2019 17:07 - 31 minutes - 22.7 MBIf you're a content marketer, this is a must-listen episode! Say goodbye to writer's block, as Liz Moorehead shares the precise formulas she uses to craft swoon-worthy blog post introductions every single time.
Showing vs. telling in content marketing
November 22, 2019 15:47 - 27 minutes - 26.5 MBNo matter what type of content you’re creating, generalities are the kiss of death. You need to show instead of tell. But what do we mean by that?
How to give feedback on a bad draft
November 02, 2019 15:43 - 31 minutes - 25.1 MBI've put my cohost, John Becker, in the hot seat this week to answer this very question. If you were to ask anyone at IMPACT what it's like to work with John as an editor, you'll hear nothing but glowing reviews. "Honestly, he makes me a better writer." "I love, love, love working with John!" "I can't thank John enough for helping me!" If you want to get feedback like John does, even when he has to get a little more heavy-handed with his virtual red pen, this episode is for you.
How to run a content brainstorm
November 01, 2019 14:53 - 41 minutes - 33.7 MBContent brainstorms with expert teams and client-facing departments are absolutely essential to creating content that drives revenue, and keeping your entire company engaged and excited about the content you're producing.
How to create authentic human content your buyers will love
October 18, 2019 15:25 - 38 minutes - 30.6 MBIt doesn't matter what industry you're in. You can be an authentic and funny human in your content in a way that makes you money. And that's what this episode is all about.
How to Interview Subject Matter Experts with John Becker
June 14, 2019 19:20 - 1 hour - 87.1 MBHere's the thing about interviewing subject matter experts -- it's not as easy as it sounds.
The Pain of Outlining & an Airing of Grievances with Kali & Alexa of Verblio
May 31, 2019 15:35 - 46 minutes - 64.4 MBThis week, I had the distinct pleasure of having Head of Content & Marketing Manager Kali Greff and Manager of Operations Alexa Baray of Verblio (formerly Blog Mutt) on the Content Lab to talk about one of the most unpopular content marketing tasks in existence -- creating outlines.
Collaborating on Content & Liz Learns About Google Ads with Jason Linde & Dan Baum
May 24, 2019 15:19 - 44 minutes - 61.7 MBCreating a piece of content at this scale is hard enough, but doing so with a partner instead of flying solo is another matter entirely.
MINISODE: I Give You Permission to Sound Like Yourself
May 17, 2019 15:47 - 2 minutes - 3.49 MB“This is really great. But also anyone could have written it. I need more of you in it.”
Google's Duplicate Content Penalty Isn't Real with Franco Valentino
May 10, 2019 15:47 - 31 minutes - 43.8 MBIf the duplicate content penalty isn't real, why do so many of us think it is? And how should we be thinking about duplicating content across our content pillars, geo-targeted landing pages, and more? Don't panic. Franco is here to help make sense of all of this.
What's on My Content Mind (April 2019)
April 26, 2019 21:19 - 18 minutes - 25 MBInstead of the usual running list of things I'm thinking about this month, April has left me only with one question in my mind -- how do we handle those moments when we let ourselves down as content creators?
Google Ads Copywriting
April 20, 2019 10:18 - 27 minutes - 37.1 MBIf you're a digital marketer who is still trying to wrap your head around copywriting for Google Ads in the new age of inbound, buckle in. This pod is for you.
The Challenges & Rewards of Being Vulnerable with Brie Rangel
April 12, 2019 15:51 - 35 minutes - 48.9 MBWe want to be thought leaders. But how do we get to those necessary moments of vulnerability in our content and ground them well enough in a productive foundation to make those stories valuable for others? And what are the rewards that come from being willing to get yourself to that place in your content?
Content Strategy Best Practices vs. Reality
March 22, 2019 15:48 - 46 minutes - 63.6 MBHow do we bridge the divide between inbound and content marketing best practices and the limitations inherent to our realities as marketers? I've invited Scripted CEO Doug Breaker to talk through this meaty issue on this week's episode of Content Lab.
What's on My (Content) Mind, March 2019 Edition
March 15, 2019 16:05 - 15 minutes - 20.8 MBI'm taking a break from chatting with others to share with you all what’s inspiring me, any major content milestones from the past month, and what I’m going to be focusing on in the month to come.
"Link-Building & Guest Blogging the Right Way" with Justin Champion of HubSpot
March 01, 2019 16:01 - 1 hour - 91 MBWe talk about link-building, guest blogging, and my puppy's flatulence. That's really all you need to know.
"What to Write & When in Content Marketing" with Kevin Phillips
February 22, 2019 16:51 - 49 minutes - 67.4 MBI have a wonderful conversation for you this week between myself and IMPACT Content Marketing Consultant Kevin Phillips, who you may remember from one of the first episodes of the Content Lab podcast!
"What's on My (Content) Mind, Feb. 2019"
February 08, 2019 18:33 - 22 minutes - 31.2 MB"The biggest mistake brands make when making the shift to publishing is to think in terms of “campaigns.” Being a brand publisher doesn’t mean you create an e-book. And it’s certainly NOT about making “viral videos.” It’s really a cultural shift away from the “campaign brain” and towards continuous content development, curation and distribution of content that results in conversations, community and ultimately conversion."
"Pay Attention to Tone & Context" with Will Murphy of MessagePath
February 01, 2019 15:57 - 40 minutes - 55.6 MBThis may not seem like a big deal, but it blew my mind that Will Murphy had developed a piece of technology in MessagePath that tackles one of the biggest challenges marketers face -- so many of us know what to say, but we get tripped up by tone and context, or the how of what we're saying
Video or Written Content, or Video & Written Content? with Zach Basner
January 25, 2019 16:41 - 41 minutes - 57.1 MBIs video set to take over and replace written content, or is there a future where the written word and video can live together in harmony? And how the heck does someone with a ton of fear, but no equipment or experience, get started creating video for their own marketing and sales purposes?
Video or Written Content, or Video & Written Content? with Zach Basner
January 25, 2019 16:41 - 41 minutes - 57.1 MBSo, as I mentioned at the start of this year, one of my resolutions is to become a more video-focused content creator. That's right. After years of resisting and/or saying, "Yeah, video sounds like a great idea -- for you," I have warmed up to the idea of video. I mean, I kind of had to, you know? Video is proven to be one of the quickest ways to establish trust with your audience, as a marketer. And video for sales is an exceptionally powerful combination, because video helps sales...
My Content Obsessions for 2019
January 11, 2019 15:32 - 15 minutes - 21.8 MBFor the vast majority of the past month, I've lived in a holiday-induced haze of drifting between eating pie and feeling shame about eating said pie while lifting at the gym. So, I am ready to shake off the cobwebs. The best part about a new year is that it's a new beginning, clichéd as that may sound. I'm a big fan of fresh starts, so I want to spend this episode sharing with you what's on my mind for the coming year. Both with content creation, and for the Content Lab.
Using Data to Make Your Content Remarkable, Claudia Pilgrim of Ms. Copywriter
December 05, 2018 17:38 - 40 minutes - 55.4 MBWhy is data so important? And when we say "data" in the context of content marketing, what do we mean?
Content Tips, Apps & Inspirations I'm Thankful for
November 21, 2018 16:30 - 13 minutes - 17.9 MBHappy Thanksgiving, Content Nerds!