The Lede Podcast

The Lede is a regular, short-form broadcast hosted by Copyblogger Media's Director of Content Jerod Morris. It features a rotating lineup of Copyblogger staff, including Chief Copywriter Demian Farnworth, plus special guests to answer your questions about copywriting, content marketing, email marketing, conversion optimization, and much more.

Click to subscribe to The Lede on iTunes, or scroll through the archives below and listen right here on the site.

How We Built Our Careers Online (And What You Can Learn From It)

The Lede Podcast logo

The two biggest concerns for the average blogger are obscurity and sustainability.

In other words … for the vast majority of us who set sail creating content online, we want to first develop an audience; and then, once we have an audience, we want to find a way to earn a living from our content.

The first concern can feel daunting enough, because building an audience isn’t easy.

The second concern can feel damn near impossible — because despite countless examples of people who have done it, sometimes we struggle to see ourselves succeeding in the same way.

Which is silly.

So long as you’re willing to take pride in working hard and have a humble heart and mind when it comes to learning from the people who have already done it, you can achieve sustained success online.

In this episode of The Lede, Demian Farnworth and I share some of our personal stories of success and failure online, in the hopes of inspiring you and educating you (but mostly inspiring you).

[ Continue Reading… ]

Interview with Brian Clark: How Customer Experience Maps Help You Develop a Smarter Content Strategy

The Lede Podcast logo

Well isn’t this a pleasant surprise.

After we published the third installment of our three-part series on content strategy, Brian Clark informed me that he had the perfect follow-up topic for the next episode.

Sure, Mr. Clark, I think we can make room for you in the schedule. ;-)

Consider this a bonus fourth episode in the content strategy series — and it goes next-level.

Empathy is essential because it allows you to feel what your audience members feel, but what if you could get inside their hearts and walk a few steps in their shoes as well?

You can. Here’s how …

[ Continue Reading… ]

How Empathy Maps Help You Speak Directly to the Hearts of Your Audience

The Lede Podcast logo

As we enter the conclusion of our three-part series on content strategy, you should already know what your audience believes about the world and have a narrative mapped out that will allow you to confirm your audience’s worldviews.

Now it’s time to explain the final piece of the content strategy puzzle. This piece creates an emotional connection between you and your audience. It’s a component that makes your audience think: “Hey, they get me. They understand me. They know what I’m thinking and feeling.”

I’m talking, of course, about empathy — the ability to identify with and vicariously experience the thoughts, feelings, and attitudes of someone else.

But how do you incorporate that ability into your marketing? And why does this process help create a memorable brand?

[ Continue Reading… ]

How to Ignite a Feeling in Your Audience

The Lede Podcast logo

Articulating the goal of content marketing, a wise man once wrote:

You lift prospects out of their ordinary worlds and invite them to consider a journey that ultimately leads to a transaction.

Easy to say. Not so easy to do.

We know that to lift our audience members out of their ordinary worlds we need to tell a compelling story — a story in which the audience member sees himself or herself in the role of hero while we play the role of mentor.

But how do we get from Point A (the concept) to Point B (the actual story that takes an audience on a transformative journey that results in a transaction)?

You’ll find out on this week’s episode of The Lede.

[ Continue Reading… ]

The Lede: Are You Overlooking This Cornerstone of a Smart Content Strategy?

The Lede Podcast logo

Yesterday, Brian Clark published a highly anticipated answer to a question that’s been on a lot of entrepreneurial and marketing minds.

If you missed it, that question is: Isn’t it time for more power and less hassle from WordPress … without breaking the bank?

The answer is yes, of course, and he provides the solution — a turnkey, hosted platform for content management that is already providing the technological engine for many smart content strategies across the globe.

But technology is just technology. It will do its part reliably, but you have to do yours too. That’s why Brian released the New Rainmaker content library well before the platform … and why the library is still available for free. He wants you to have the knowledge to actually make good use of the tools — which, after all, is the Copyblogger way.

That is why we are kicking off the relaunch of The Lede with a three-part series on content strategy, starting today.

And we begin with an element of content strategy that often gets overlooked … but that is crucial to understanding your audience intimately enough to influence it.

[ Continue Reading… ]

How to Curate Knowledge, Turn it Into Wisdom, and Build Your Audience

Your audience expects a lot out of you.

As well as they should.

Which is why if you want to build a business you need an audience. But you can’t have an audience if don’t have authority. And you can’t have authority unless you have wisdom.

You need wisdom that enables you to paint the big picture while making obtuse concepts clear.

You need wisdom that inspires you to draw connections that other people in your niche don’t see.

And you need wisdom that empowers you to make connections and build relationships … so you can lead.

How do you gain this wisdom? By making a consistent habit of curating knowledge.

[ Continue Reading… ]