BTB Episode 161: 2023 Marketing Round Table

If you’re trying to figure out a marketing plan for 2023 and beyond, today’s episode is the one to start with. This episode is a marketing round table with PR Strategist Dr. Tiffany Eurich, Pinterest expert & content specialist Vanessa Kynes, and founder of Little Z Sleep, The Course Company and The Sleep Sorority Becca Campbell. We discuss the different ways that marketing strategies can help a business win and how these marketing strategies can work together to help a business find results.

Tiffany, Vanessa and the DK team have all worked with Becca in different ways to help scale Little Z Sleep (as well as Becca’s other companies), so in this episode, you’ll hear us use Becca as a case study.

Find it Quickly (In the Episode):

• 0:00 – Intros
• 6:49 – Becca’s marketing strategy (content)
• 8:10 – How to come up with topics for content
• 10:01 – Choosing your channels
• 12:00 – Turning a podcast into a blog post
• 13:05 – How PR fits into content strategy
• 16:32 – How to splinter content
• 18:32 – How long does it take to see traction. When to hire a PR person.
• 22:00 – How to stay in the know about relevant topics (for content ideas)
• 23:02 – Help a reporter out (to find trends)
• 24:02 – Biggest PR Impact (from Becca’s perspective)
• 27:50 – What do you need to do PR (does a business need content?)
• 30:00 – Finding a distinct voice within your industry (how to stand out to publications)
• 31:31 – What is voice hacking and how to use it to figure out relevant content for your channels
• 35:00 – How content and ads work together
• 37:55 – Should you outsource your content?
• 39:07 – Does content need to be written? What if I’m a bad writer?
• 41:01 – How ads, social proof and content work together
• 42:35 – Does my brand need to be national to benefit from PR? Will being featured in big publications help my business?
• 49:00 – Reddit, Clubhouse and other types of searches
• 55:10 – If you’re starting with nothing, do this…
• 58:30 – Strategies that compliment each other (such as SMS + email)
• 1:02:00 – One trend you’re paying attention to. One trend you want people to stop.

“Everyone is trying to make a living and so they over-exaggerate the power of what they do. Not everything can be a magic bullet that makes you an overnight 7-figure business. Marketing is more like investing. If you put all of your eggs in one basket and there is problem (privacy laws, algorithm shift, etc) you’re going to slow your exposure. But when you spread your content across channels, if things slow down in one area, the other areas can hold them up.” – Dr Tiffany Eurich

“If you are doing something the same way you were doing it five or six years ago, chances are there’s a better way to be doing it now.” – Dr Tiffany Eurich

Resources Mentioned in the Episode

• Searchie (turns a podcast into text)
• Google Keyword Alerts
• Create Google + emails
• Help a Reporter Out
• Vanessa Kynes
• Dr Tiffany Eurich
• Little Z Sleep
• The Course Company
• The Sleep Sorority

Previous Podcast Episodes Mentioned

• BTB Episode 103: Crafting a PR Strategy with Dr. Tiffany Eurich
• BTB Episode 54: Scaling a Business through Online Courses with Becca Campbell
• BTB Episode 145: How to Create and Sell an Online Course with Becca Campbell
• BTB Episode 144: How to Optimize Your Pinterest Account for 2022 with Vanessa Kynes
• BTB Episode 95: 3 Favorite Tools for Selling Online with Vanessa Kynes
• BTB Episode 116: Pinterest Trends for 2021 with Vanessa Kynes
• BTB Episode 32: Pinterest Trends for 2019 with Vanessa Kynes