Want to know what the top marketers and creators do to be top of mind? Me too. Candid conversations with the people who are shaping our culture. Join host Stewart Hillhouse as he talks tactics and insights with top marketers of the time. For an exclusive look behind the scene, sign up at stewarthillhouse.com/topofmind
How To Create Branded Content Without Sounding Phoney with David Bates
October 21, 2020 • 29 MIN
There are a thousand ways for your brand to get the attention of your audience. David Bates joins Stewart Hillhouse to explain how to ensure your story doesn't get jumbled when sharing across platforms.
In this episode, David and Stewart discuss:
• How To Content Create Paths For Your Customer To Navigate Safely
• Why It's Crucial to Create Opportunities To Interact With Your Brand
• Unique Strategies to Create Content (Without Spending A Lot)
• How To Maximize The Value of Your Media Assets
• And So Much More!
David Bates is the CEO and Creative Director at Bokeh Agency. They produce content for brands like Spotify, Airbnb, Door Dash, and Google.
Bokeh Website: http://bokeh.agency/
How To Get (And Keep) A Subscription Customer with Chase Alderton
October 14, 2020 • 39 MIN
Subscription business models require a different set of marketing skills to keep customers happy. Chase Alderton joins Stewart Hillhouse to share the common trends he's seen across 10,000+ subscription businesses.
In this episode, Chase and Stewart discuss:
• Business Models That Work Well With Reoccurring Charges
• How To Avoid Customer Churn
• The Three Steps To A Profitable Subscription Business
• The Biggest Hurdle Marketers Need To Get Customers Over
• And So Much More
Chase Alderton is the Growth Marketing Manager at Recharge Payments
Why Decision Makers Are Scared Of You (And What To Do About It) with Michael Haynes
October 7, 2020 • 37 MIN
When it comes to B2B marketing, your biggest competitor is status quo. Michael Haynes joins Stewart Hillhouse to discuss how to impress your B2B buyer and not scare them off.
In this episode, Michael and Stewart discuss:
• The 4 Things That B2B Buyers Are Looking For Right Now
• How To Position Yourself As A Trusted Advisor To Your Customer
• Why You Need To Listen On Three Levels To Understand Your Customer
• How To Get Clarity On Your Customer's Buying Process
• And So Much More
Michael Haynes is a B2B customer specialist and the author of Listen, Innovate, Grow.
Listen, Innovate, Grow: https://listeninnovategrow.com/about/
Stop Guessing What Your Customer Wants To Hear with Katelyn Bourgoin
September 30, 2020 • 38 MIN
Whoever gets closer to the customer, wins. Katelyn Bourgoin joins Stewart Hillhouse to explain how to get inside the mind of your customer to really understand what they need.
In this episode, Katelyn and Stewart discuss:
• Why You Should Be Talking with Your Buyers (And Not Your Prospects)
• The Most Common Barriers Keeping People From Doing Customer Research
• Her Exact Gameplan If You Only Have 30 Minutes With A Buyer
• And So Much More
Katelyn Bourgoin is a customer-obsessed marketer and the founder of Customer Camp.
Customer Camp: https://customercamp.co/
Level-Up Your Content Repurposing Game with Amber Khan
September 23, 2020 • 38 MIN
Being consistent at creating content can become an annoying chore if you don't have the right systems in place. Amber Khan joins Stewart Hillhouse to share her system for creating thumb-stopping content.
On this episode, Amber and Stewart discuss:
• Why You Should Always Lead with Value
• Where She Find Inspiration For Content Ideas
• How To Unlock Content That's Trapped In Your Book
• And So Much More
Amber Khan is the founder and CEO of Repurpose Den, a content creation agency.
Repurpose Den: http://repurposeden.com/test-drive-us/
How To (Actually) Learn From Your Customers with Khalid Saleh
September 16, 2020 • 44 MIN
Getting traffic to your website is pointless unless you're able to convert. Khalid Saleh joins Stewart Hillhouse to discuss why conversion rate optimization is a marketer's best secret weapon.
On this episode, Khalid and Stewart discuss:
• Lessons in Bad Usability (And How It's Cost Taxpayers Over $1.3B So Far)
• People's Two Most Precious Commodities
• The 3 Factors Khalid's Found to Drive Most Buying Decisions
• How He Steals Words Right From His Customer's Mouth For His Copy
• And So Much More
Khalid Saleh is an expert in conversion rate optimization and user research.
He’s the CEO of Envesp, and the co-founder of FigPii.
Why All Marketers Must Have A Point of View with Mayur Gupta
September 9, 2020 • 37 MIN
Consumers are way smarter than marketers give them credit. They also have more choices than ever before. Mayur Gupta joins Stewart Hillhouse to discuss why brands need to think about more than just topline revenue.
On this episode, Mayur and Stewart discuss:
• How At A Systematic Level, Marketing Is All About Behaviour Change
• Why Marketers Must Now Have A Blend of Analytical and Creative Skills
• How He Balances Profitability with Purpose
• And So Much More
Mayur is CMO who's previously run teams at Freshly, Spotify, and Kimberly-Clark
Stop Making Boring B2B Content with Chantelle Marcelle
September 2, 2020 • 31 MIN
The best marketers learn from their mistakes faster than their competitors. Chantelle Marcelle joins Stewart Hillhouse to share how she leads by example by practicing with her own personal brand.
On this episode, Michelle and Stewart discuss:
• The Key Difference Between How B2B and B2C Do Social Media
• How Fast Growing Companies Use LinkedIn To Dominate The Conversation
• Advice On How To Get Started Making Your Own Content
• How To Steal Like An Artist
• And So Much More
Chantelle Marcelle is a B2B marketing strategist, content writer, and highly aught after speaker.
Create Content For People, Not Algorithms with Michael Tumlin
August 26, 2020 • 32 MIN
Being a professional creative has unique challenges that most other professions don't. Michael Tumlin joins Stewart Hillhouse to share his learnings as a creative entrepreneur.
On this episode, Michael and Stewart discuss:
• Why You Should Design For People, Not Algorithms
• How To Design a Content Strategy For Different Platforms
• The Biggest Mistake Creatives Make When It Comes To Social Media
• And So Much More
Michael Tumlin is a designer, podcaster, and founder of Michael Tumlin Designs
How To Make Your Brand Stand Out with Rick Buie
August 19, 2020 • 35 MIN
To stand out online, being creative and knowing your audience will set you apart. Rick Buie joins Stewart Hillhouse to share his thoughts on advertising, creativity, and how to work well with an agency.
On this episode, Rick and Stewart discuss:
• Why Pointless Advertising Is Does More Harm Than Good
• His Advice For Marketers at the Beginning of Their Career
• The Two Streams of Thought In Advertising
• And So Much More
Rick Buie is Head of Brand Advertising at Amazon Business and an Adweek Executive Mentee.
Reach New Audiences Using Marketing Partnerships with Katrina McCarter
August 12, 2020 • 39 MIN
Marketing partnerships are all around us: collaborations, features, cross-promotions. Katrina McCarter explains how to pitch, partner, and promote a marketing partnership in the right way. Katrina McCarter joins Stewart Hillhouse to talk about how marketing partnerships are one of the best ways to grow.
On this episode, Katrina and Stewart discuss:
• How To Find the Right Partner
• The 4 Principles of a Successful Partnership
• Why It's Possible For A Small Brand to Partner with a Big Brand
• The Steps to Getting A Marketing Asset Created For Free
• And So Much More
Katrina McCarter is an award-winning author of two books and the founder of Out Loud, a marketing partnership program.
Out Loud: https://www.katrinamccarter.com/outloud/
Case Study: Designing A Profitable Content Engine with James Carbary
August 5, 2020 • 42 MIN
Creating a meaningful professional network has never been more important. James Carbary would know - he's built a seven-figure business off speaking with his ideal customers and creating hundreds of relationships along the way. James Carbary joins Stewart Hillhouse to talk about Content-Based Networking and why it's the future of business development.
On this episode, James and Stewart discuss:
• Why Content-Based Networking Is Like A Cheat Code
• How To Add Legitimate Value (Especially When You've Got A Small Audience)
• The Biggest Mistakes He Sees Others Making
• What Kind of Content James Would Make If He Lost his 21,000 Followers)
• And So Much More
James Carbary is the founder of Sweet Fish Media and the Co-Host of B2B Growth Show.
Sweet Fish Media: https://sweetfishmedia.com/
B2B Growth Show: https://sweetfishmedia.com/show/b2b-growth/
Uncover 30 Extra Hours a Month with Kate Christie
July 29, 2020 • 38 MIN
What would you do with 30 extra hours a month? If we want to excel in our career and personal life, we're going to need to take control of our time. Time Management specialist Kate Christie joins Stewart Hillhouse to talk about the common mistakes high achievers make when it comes to budgeting their time.
In this episode, Kate and Stewart discuss:
- Why Having a "Don't Do" List Is More Important Than A "To Do"
- How To Conduct A Personal Time Audit (For Free)
- How To Figure Out If You're A Natural Multi-Tasker (Hint: You're Not)
- The Three Costs To Consider With Every Large Decision
- And So Much More
Kate Christie is a highly sought after speaker and author of 4 time management books. She's the CEO of Time Stylers.
Connect with Kate on LinkedIn: https://www.linkedin.com/in/kate-christie/
Time Stylers website: https://www.timestylers.com/
How To Instantly Connect with New Customers with Brian Miller
July 22, 2020 • 42 MIN
The fastest, easiest, and most effective way to understand what someone else is thinking is to stop guessing what their perspective is - and to start asking them! Human connection specialist Brian Miller joins Stewart Hillhouse to explain how to better connect with others - both in person and virtually.
The Truth About Getting A Marketing Job with Sophie Soete
July 15, 2020 • 30 MIN
Finding a marketing job requires more than just submitting your resume and hoping for the best. Sophie Soete would know - she went from PhD researcher with no job experience to a senior content marketer in under 2 years. Sophie joins Stewart Hillhouse to talk about how she got her gig by demonstrating her skills and sharpening her copywriting through LinkedIn.
How To Kickstart A New Brand with Matt Kerbel
July 7, 2020 • 42 MIN
Creating a new brand is hard. But by focusing your attention on creating magical experiences for the right early adopters, you can create a ripple effect (and save a lot of money and time). Matt Kerbel joins Stewart Hillhouse to talk about how to get a new brand off the ground.
Steal Customers From Your SaaS Competitor with Yasmine de Aranda
July 1, 2020 • 35 MIN
As companies refine their Work From Home tech stacks, challenger SaaS brands have an opportunity to capture customers looking for specific offerings. Yasmine de Aranda breaks down how smaller SaaS brands can position themselves to capture value in the long and short term.
Follow This Roadmap to Marketing ROI with Michelle Tresemer
June 24, 2020 • 35 MIN
Marketing is a toolbox. And if you don't have the right tools with you, you're going to have a bad time. Michelle Tresemer joins Stewart Hillhouse to tell him what tools every marketer should carry with them.
A Masterclass in Content Distribution with Ross Simmonds
June 16, 2020 • 45 MIN
Like most, I thought that the lifecycle of content ended when I hit publish. But I was wrong. According to my guest Ross Simmonds, that's actually when the life of your content begins.
Grab Attention Through Brand Messaging with Emma O'Brien
June 10, 2020 • 41 MIN
You've only got one chance and a few seconds to get the attention of those you wish to serve. Brand messaging helps brands big and small to refine their audience, and target the right people with the right language. Emma O'Brien breaks down:
- How To Uncover Your True Value Proposition
- Why Interviewing Customers Is The First Step In Writing Good Copy
- How To Give Your B2B Customers the Tools To Sell For You
- And So Much More
Emma O'Brien is a Messaging & Positioning Strategist and Founder of Punchy.
Takeaways From Hosting A Top Marketing Podcast with John Wall
June 3, 2020 • 48 MIN
John Wall is the co-host of Marketing Over Coffee, a top marketing podcast that's been running for over a decade with hundreds of episodes. On this episode, we chat about:
- The Idea Of What's Old Is New Again in Marketing
- How A Taco Shop Pivoted In Covid Lockdown (And Why Every Marketer Should Take Notes)
- The Only 5 Goals You Need When It Comes To Marketing Analytics
- The Role AI Is Playing In Content Creation
- And So Much More
Trust Insights: https://www.trustinsights.ai/
Get on the email list at stewarthillhouse.com/topofmind
Why Attention Gets Overlooked with Adam Lambert
May 27, 2020 • 29 MIN
I speak with Adam Lambert, the Senior Content and Digital Marketing Manager for Calendly. We touch on:How To Spot Inherent ViralityWhy He's Using Copywriting Foundations For His Video Content StrategyHis Advice For If You're On The Look For a New GigAnd So Much MoreIf you enjoy what you're hearing, you'll love the emails I send: stewarthillhouse.com/topofmind Get on the email list at topofmind.substack.com
Marketing To Mums: The Biggest Opportunity Most Are Getting Wrong with Katrina McCarter
May 20, 2020 • 39 MIN
Globally, mothers are responsible for 80% of consumer spending. Yet, according to Katrina McCarter’s research, over half of mums don’t feel like brands understand them. In this episode, Marketing To Mums expert Katrina McCarter explains how to market your products to the most under-appreciated buying segment out there. We discuss:Why Mum Is The CFO of the HouseHow Mothers Influence Each Other’s Buying DecisionsHer Top Methods For Positioning Your Brand (Without Accidentally Repelling Mums)And so much moreKatrina McCarter is a sought after award-winning international speaker and author of two books; Marketing To Mums, and The Mother of All Opportunities. LinkedIn: (https://www.linkedin.com/in/katrina-mccarter/)Books: (https://marketingtomums.com.au/) Get on the email list at topofmind.substack.com
That's Showbiz! A Peek Behind The Curtain of the Music Industry with Cormac McGee
May 13, 2020 • 51 MIN
The music industry has had to deal with serious shifts in the way people pay for music. The result, artists needing to get more creative than ever to give their fans an experience. Cormac McGee (aka. DJ Deadweight) joins me to discuss the ins and the outs of getting your music heard. Even if you don’t have a musical bone in your body, this episode has tons of tactics you can model in your work. We pull back the curtain of the music industry and chat about:Playlist Brokers (Or The Reason You Hear Certain Artists on Spotify)How to Market Your Music to Your 3 Most Important CustomersThe Formula Top Stars Use to Launch a New Song (and Get Triple The Streams)To get a behind the scene look at the making of this podcast, and other exclusive content, go to stewarthillhouse.com/topofmindYou can connect with Cormac McGee (https://www.djdeadweight.com/) through his site and Instagram (www.instagram.com/cormac.mcgee) Get on the email list at topofmind.substack.com
How To Write About What You Do For A Living with Terry Schilling
May 6, 2020 • 38 MIN
For how much time we spend working in our lives, we sure are terrible at talking about it with others. Terry Schilling breaks down the exact framework he uses before any copywriting project to get his clients speaking clearly about their value. We talk about:Why you need to be very specific when writing on the internetHow to discover who your ideal customer isWhat you need to consider when creating a brand voiceAnd so much more!Check out Terry’s three step guide we talk about in this episode here: https://www.terryschillingwrites.com/howtowritewhatyoudo Get on the email list at topofmind.substack.com
The Secret to Choosing a Terrific Name with Louise Karch
April 29, 2020 • 36 MIN
How do you know if you company has a bad name? When your accountant tells you you're not making enough money. Louise Karch (a.k.a. The Name Whisperer) joins me to give a Masterclass on naming. We cover:The two most important questions you need to ask when testing a new nameHow the sounds we hear influence our emotionsHow to take advantage of our brains wiring to stand out in a crowd And so much more!Her award winning book: Word Glue - How To Find Your Million Dollar Brand Name (https://www.wordglue.co/) will help to guide you and your team on your next Name Storming session. Get on the email list at topofmind.substack.com
Lessons Learned From Seth Godin's Digital Communities with Taylor Harrington
April 22, 2020 • 46 MIN
My guest today, Taylor Harrington,  makes sure that we get our daily dose of Seth Godin marketing insights as the Director of Digital Marketing at Seth Godin’s Akimbo Workshops. She believes that we're on the brink of something truly magical when it comes to digital communities and connections. We discuss:What makes a healthy online community?Does Imposter Sydrome ever go away?The future of social networks.How Seth Godin's teams thinks about content creation.And so much more.You can say hi to Taylor on LinkedIn (https://www.linkedin.com/in/taylor-harrington/)  be sure to mention this episode. Get on the email list at topofmind.substack.com
What Is Account-Based Marketing with Daniel Englebretson
April 16, 2020 • 44 MIN
Daniel Englebretson talks us through the tactics and techniques of how to pull off an effective account-based marketing strategy. We jump into:How to identify your ideal customers (and build a list for free)What kind of marketing content you should be creating to get the right kind of attentionWhere you should be spending your energy and effortsAnd so much more!Daniel Englebretson (https://www.linkedin.com/in/danielenglebretson/) is an accomplished B2B marketing expert with an impressive track record. His marketing agency Khronos (https://khronos.agency/) works with businesses to generate return on their marketing investments. Get on the email list at topofmind.substack.com
A Masterclass on Category Creation with Kevin Maney and Mike Damphousse
April 7, 2020 • 45 MIN
What brands come to mind for these product categories: electric vehicle, tissue, ketchup. I’d be willing to bet you said Tesla, Kleenex, and Heinz. That's because those three brands all own the categories in which they compete. And what better way to dominate your category than by creating it yourself!In this episode, I’m joined by category designers Kevin Maney (https://www.linkedin.com/in/kevinmaney/) and Mike Damphousse (https://www.linkedin.com/in/damphoux/).Kevin co-authored the Category Creator handbook, Play Bigger, and has written extensively on the topic for Fortune, Fast Company, and The Atlantic. Mike is an experienced sales and marketing executive with two decades worth of experience and numerous businesses under his belt. Together, they are the founders of Category Design Advisors (https://www.categorydesignadvisors.com/). Get on the email list at topofmind.substack.com
Your B2B Marketing Is Broken - Here's How To Fix It with Jay Baron
April 2, 2020 • 28 MIN
Over the last few years, thousands of business to business (B2B) software platforms and tools have emerged. Each promise huge returns in exchange for their large price tags. Jay Baron (https://www.linkedin.com/in/jaysbaron/) joins me today to re-think how much we should be replying on these tools to get our marketing done. He goes deep into: Why you need to simplify your marketing tech stack (and get rid of some tools)How to fix the bottom of your funnel to get conversionsHis thoughts on how to use webinars as a live sales callAnd so much more. As always, Tweet me at https://twitter.com/stew_hillhouse to suggest guests or topics you’d like for upcoming shows. Get on the email list at topofmind.substack.com
How To Use Podcasting To Grow Your Business with Erik Jacobson
March 25, 2020 • 47 MIN
If you’re reading this right now, I’m going to assume that you’re pretty bought into the whole podcasting thing. But not everyone has caught on yet, which makes it an opportune time to get started growing your business with a podcast. Erik Jacobson is the founder of Lemonpie (https://lemonpie.fm/), a full service podcast company. Previously, he assembled one of the best collections of business podcasts ever called Startup Mixtape (https://www.startupmixtape.fm/). In this discussion we cover:Why every business should consider starting a podcast (for internal and external reasons). What are some new business models that are evolving in the podcast space. How Erik strategizes a podcast launch to reach the ideal audience. And so much more. As always, let me know who you’d like to see on the show next by reaching out to me on Twitter (https://twitter.com/stew_hillhouse). Get on the email list at topofmind.substack.com
Debunking The 5 Misconceptions Around PR with Liz Duff
March 19, 2020 • 56 MIN
Public relations often spark images of Spin Doctors, advertisers (think Mad Men), or Olivia Pope rushing in to save the President from a media frenzy. Liz Duff joins me to explain why that's just not true by debunking The 5 Misconceptions around PR. She also lays out the strategy that she's using at SalesRight (https://salesright.co/) to get the founder tons of earned media through being a podcast guest. PR and marketing are not the same thing - but if you can learn to do both, you’ll be able to earn more traffic than you’ll know what to do with! Get on the email list at topofmind.substack.com
Inside The Mind Of A Chief Audience Officer with Jim Thompson
March 17, 2020 • 43 MIN
When you’re tasked with understanding the needs of over 40M monthly unique visitors, you develop a skill for figuring out what kind of content people want to see. Previously, Jim Thompson was the Chief Audience Officer at Billboard Media Group, managing the audience across properties like Billboard Top 100, The Hollywood Reporter, Spin, Vibe, and Stereogum (https://www.billboard.com/). He is now the Analytics Advisor to Team Gary Vaynerchuck (https://www.garyvaynerchuk.com/). We chat about: How to ask better questionsWhat exactly is Small Data?Where he sees media moving in 3 yearsEnjoy! Get on the email list at topofmind.substack.com
How To Become A Future Thinker with QuHarrison Terry
March 10, 2020 • 45 MIN
QuHarrison Terry doesn’t only speculate about the future - he creates it. As Growth Marketer for Mark Cuban companies and founder of Inevitable / Human, he knows a thing or two about how to think about what makes a future thinker. Find him online at https://twitter.com/QuHarrison and https://www.linkedin.com/in/quharrison-terry-728b3a89/We discuss how he would build a growth marketing strategy for a company seeking users, where he sees opportunity, and just how close we are to a hardware agnostic world. He also generously is offering listeners of this podcast a super-discounted rate to give Inevitable / Human a trial. Head to 1q9x.com to get your first 3 months of membership for only $3. Get on the email list at topofmind.substack.com
Make More Informed Creative Decisions with Clay Ostrom
March 3, 2020 • 41 MIN
When it comes to writing copy or choosing the photos for a campaign, the last thing any marketer wants to do is start a focus group. But if you make feedback and data collection part of your customer experience mapping, then making creative decisions can be a snap. Clay Ostrom is the founder of Map & Fire, where he helps businesses create a smart, data driven brand. On this episode, we chat about: How to use data to make better creative decisionsWhy marketing and the founder need to have alignment on the purpose of the businessWhat data every marketer should be collectingAnd so much more.Enjoy! Get on the email list at topofmind.substack.com
Tiny Marketing: Small Team, Huge Outcomes With Sarah Noel Block
February 24, 2020 • 34 MIN
If you're a one-person marketing team, then this episode is for you. Sarah Noel Block has made a name for herself by serving a specific type of marketer - a tiny marketer. Though their teams may be small and their budgets, even smaller, tiny marketer's punch way above their weight class to drive serious business outcomes.Sarah Noel Block is a writer, the founder of tiny marketing, and the marketing manager of the Chicago Faucet Company. Get on the email list at topofmind.substack.com
The 3 Videos Every Business Should Have with Gabe Roy
February 13, 2020 • 26 MIN
It shouldn’t matter if you’re a B2B or a B2C brand - video is a trend that isn’t going away anytime soon. And what better time to get started - my iPhone now takes better videos than my super nice DSLR from a few years ago. In this episode, founder of Zest Media Productions Gabe Roy breaks down what videos are a MUST have for all businesses. If you like what you’re hearing, then you’ll love what else I’ve got cooking. I’m going to be releasing exclusive behind-the-scenes audio, video, and written content inspired by these podcast episodes. Plus, it’s also where I’ll share with you my swipefiles and candid takes on marketing seen in the wild. Click here to get immediate access to the archived library and to be notified when new podcast episodes drop. Cheers,Stewart Get on the email list at topofmind.substack.com
Top Of Mind Podcast Teaser
February 1, 2020 • < 1 MIN
So, to get the ball rolling, I’m uploading this cheesy trailer to turn the feed on. I’m thinking that an episode on how to get a podcast started would be helpful to a lot of people, because frankly, it’s complicated. In the meantime, be sure to sign up to know exactly when the first episode of the podcast drops. Cheers, Stew Get on the email list at topofmind.substack.com