Focus Your Content Marketing with Steve Pockross
\u201cFirst, amplify what you\u2019re doing really well and consider new channels. Second, if things aren\u2019t going well you\u2019ll need new channels!\u201d This was Steve Pockross\u2019s answer to my question about how marketers can know when new channels make sense to add. As CEO at Verblio, helping marketers focus their content marketing is the focus of his work. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Steve Pockross\nSteve Pockross brings more than 20 years of startup, Fortune 500, and nonprofit experience to his role at Verblio. As CEO, he applies leading marketplace and SaaS principles to provide a high-quality, fast and flexible content creation platform. Steve was part of the early management team at gig economy pioneer LiveOps, growing the company into the largest crowdsourced contact center in the world. At LiveOps, Pockross served as vice president of business development and strategy, and also spearheaded the creation of the award-winning LiveOps Foundation. He also served in marketing, strategy, and operational leadership roles at Tendril, Western Union, Marketing Technologies Group, and HSBC.\nEpisode Highlights\nHow are content marketers juggling everything today? \u201cI don\u2019t know how.\u201d But Steve knows how to help. \u201cBe good at one thing and expand from there.\u201d He credits Rand Fishkin\u2019s T-shaped model in helping him do this.\nWhere can you focus your content marketing? \u201cFirst, look at your audience and where they are. Then ask what they like. Finally, consider what you like talking about.\u201d\nOn rebranding. Over the past few years, Steve worked through an extensive rebranding of Verblio. In working through the yearlong process, the branding consultant they worked with noted, \u201cWhat I\u2019m giving you\u2014Verblio\u2014is an empty vessel. You will infuse it with meaning.\u201d Steve shared how they work to do this with a story bridging the gap (?) between Hubspot and Burning Man!\nWhat brand has made Steve smile recently? \u201cI\u2019m going to go with Wistia again,\u201d Steve came back to a favorite brand he\u2019d discussed earlier in the show (we\u2019ve had Chris Savage and Kristen Craft as guests on On Brand). Why the smiles? \u201cTheir clever customer service emails.\u201d\nTo learn more, go to Verblio.com and check out their podcast.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices