Content Lab

Content Lab

Are 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.

Episodes

How much does marketing news really matter?

August 12, 2021 • 43 mins
As an inbound marketer, what marketing news matters to you ... if any? And how can you even tell the difference?
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They Ask, You Answer and diversity, equity, and inclusion

July 29, 2021 • 36 mins
The 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.
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What the heck is going on with all the Google updates?

July 15, 2021 • 54 mins
In 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!)
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Realities of outsourcing content for inbound marketing

July 1, 2021 • 42 mins
Let'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?
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How to get started creating video

June 17, 2021 • 41 mins
When 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, resou...
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Creating content your buyers will love

April 25, 2021 • 45 mins
We'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?
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'Dumbing down' your content isn't dumb

February 8, 2021 • 50 mins
When 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.
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Why personality in content is profitable and how to do it

January 24, 2021 • 54 mins
Countless business leaders say their people are their greatest asset... so, why does everyone's content sound the same?
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Writing about competition in content

January 11, 2021 • 46 mins
You need to create content about your competition. But how do you do it in a way that makes sense and doesn't feel... awkward?
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Unexpected 2020 lessons and resolutions for 2021

January 2, 2021 • 48 mins
Oh, what a decade this year has been, am I right?
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Happy holidays and expert tips on content interviewing

December 28, 2020 • 47 mins
In 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.
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Content coaching vs traditional editing

December 20, 2020 • 52 mins
This 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.
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What you want to say vs. what you need to say (Summertime Throwback)

December 7, 2020 • 47 mins
Recorded 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.
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What we're thankful for (Happy Thanksgiving!)

November 26, 2020 • 48 mins
If 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.
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Landing page copywriting (Recorded, May 2020)

November 23, 2020 • 40 mins
While 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.)
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Tips for getting started as a first-time content manager

November 16, 2020 • 55 mins
Starting 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.
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Rhetoric and the power of precise language in content

November 8, 2020 • 54 mins
"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.
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6 haunting content manager tasks and realities

October 30, 2020 • 38 mins
John 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.
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How to write a video script for marketers

October 25, 2020 • 52 mins
In 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.
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How Liz wrote a blog in under 24 hours

April 24, 2020 • 51 mins
While 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.
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