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Archive for the ‘Podcasts: Content Marketing Minds’ Category


Writing Killer Headlines for Your Web Content [Content Matters Podcast 02]

Content Matters podcast - ep2 image

How many headlines have I written in my 25-plus years in copywriting?

Andy, my partner in mousetraps and cheese, asked me this as we began the second episode of the Content Matters podcast.

I couldn’t answer the question. However, he had plenty more questions (as did I) and answering them made for a great 22 minute discussion on the all-important topic.

Here’s episode #2:
Headlines: Does Anything Matter More?

How do you write killer headlines? Should you aim to turn on readers or search engines?

This episode of the podcast gets into these questions and:

  • How headlines are ammo in the war for attention
  • How headlines are the key to social media success
  • Headlines are no longer just the big bold words at the top of the page
  • Do headline writers over-emphasize search?
  • How to hack your way to writing killer headlines for web content
  • How to borrow insights from the cover of pop culture magazines (and the native advertising industry)
  • Barry’s age-old “how to” get started lesson
  • Andy’s not-so-secret formula for looking at numbers first
  • The magnetic power of the illustrious curiosity gap
  • The dubious double headline that screams “click me”

In the cheese and mousetrap segment…

  • Are you fulfilling your promises?
  • The connection between the headline and the growth of your email list

attention war


Some click-worthy comments

We haven’t figured out how to put hyperlinks in our soundtrack, but suspect you’ll want to visit some of the resources we mentioned:

If you’re enjoying Content Matters, join us for the live recording sessions on Blab, write a review on iTunes, or tweet this…



Content Worthy of the Country’s Highest Office

social media mood meter

When you land at, the online home of a company that sells serious software to major enterprises, a comic book character greets you — NetBase calls him “Captain Insight,” a super hero of “social intelligence.” The masked man has the super power needed to unlock the customer’s mind.

When you’re done with the Marvel-style sequence, you can click into some of the usual content you’d expect to find on a software company’s website. However, had you done so during the presidential campaign, you’d be more likely to have pointed your cursor at a more mysterious element —a gauge marked “Obama.”

You’d then discover a “real-time mood meter,” a dashboard of sorts with dials that deliver up-to-the-minute voter sentiment on the election. Indicators display the sentiment of Twitter users who, in the previous 10 minutes, have expressed opinions on the four presidential and vice-presidential candidates.



A Big Fat Content Marketing Circus [Podcast]

content marketing minds


I put gas in my environmentally irresponsible, old guzzler van today. It hurt. To ease the pain, what do you say we talk about bikes instead? We’ll talk a bit about beer, too. Bikes. Brews. I’m feeling better already. Care to join me?

As random as it all sounds,

An experiential diorama

In this podcast, you’ll hear from chief gearhead Matt Kowal, the MC (Master of… Ceremonies? Of content? Of cerveza?) of New Belgium Brewing’s “Tour de Fat.”

This summer, New Belgium’s “people-powered day of experience” made the rounds to 15 cities as part of its 13th annual Tour de Fat. Kowal describes this cycling circus as a “3D billboard/diorama starring our supporters.”

Brands do well by doing good

Patrons can participate in the event for free, but they part with cash throughout the day at concessions. And though a good amount of money is collected, the host beer company keeps none of it: Every dollar goes to local bike causes. In addition, nearly every worker is a volunteer from one of those, and everyone in attendance — I’m guessing 5K or so joined me in San Francisco — has a gay old time in supporting their favorite brand

content marketing minds

Today, via the mighty MP3, I’m going to take you with me to the city by the bay. Listen to Matt and me talk about the festivities, first on site in Golden Gate Park, and then on Skype. You’ll learn a heap of fun stuff about an unusual content marketing program that makes its way across the U.S. in three gigantic semi trucks.

Master Matt shares insights about how:

  • New Belgium Brewing aims to create a moment people won’t forget
  • The hosts garner support from the communities they visit
  • Local causes bring a like-minded community together
  • New Belgium creates an “interactive diorama”
  • The company parlays the event with earned media reach

Be safe. And thanks for listening.

You can learn more about Tour de Fat at the event’s website and Facebook page.


Presenting “Content Marketing Minds” – Episode 1 [Podcast]

Happy Birthday and You Rock.

“Say It with Skype”

content marketing minds


What’s VoIP kingpin Skype to do when it needs to promote its premium group video-calling feature to non-subscribers?

The content marketing minds at the company huddled up, then invented an e-greeting app that anyone can use, from anywhere, to compose a personalized video message and send it along to friends.

These are actually v-greeting cards.

Say it With Skype users make videos — but not just any old videos. These videos star the recording artists you choose. They can star you, too (provided you’re not camera shy).