Atomic Media: Recent Episodes

Stuart Balcombe

Creating content shouldn't feel like you're on a hamster wheel. Learn how to tell meaningful stories and move the needle from top marketers and creators — without burning out.

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Building an audience online might be the in thing in 2021, but crafting effective content and resonating with people in the vast ocean of content being created every day is easier, said than done today. In this episode, we dive into what he's learned publishing content online for the past seven years, why he thinks personal accounts are more valuable than your company accounts, and how the creator economy is shifting marketing forever.

We also talked about...

  • Why over time content quantity leads to quality.
  • The connection between Blake's personal Twitter and CopyAI's marketing goals.
  • The impact of the creator economy on marketing.
  • How to empower employees to use their personal accounts for marketing.

CONNECT WITH BLAKE
Today’s guest, Blake Emal, is a prolific content creator and CMO and Copy.ai. I'd love for you to reach out and let him know what you thought of this episode:

  • Connect with Blake on Twitter @heyblake
  • Check out Copy.ai

THANKS FOR LISTENING
This is the seventh episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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"Within the first two seconds, they've already set up that the story, this guy's in a hurry. He's running around frantically about to run out the door, but then he pats his pockets and he's like, Oh, where are my keys? So now, you know, right away, what the tension is. He needs to find his keys because he needs to get going."

This week, I'm joined by Stewart Hillhouse. Stewart is a content creator, podcaster and a discerning student of content. We discussed the shifting landscape of content creation and how to intentionally improve your content with open and closed loops.

We also talked about...

  • Why the future of content creation distributed
  • Tactics for creating content that matches the channel
  • What you can learn from Apple commercials
  • How you can apply "loops" to content on any budget

CONNECT WITH STEWART
Today’s guest, Stewart Hillhouse, is a Content Marketer at Demand Curve, the host of the Top of Mind podcast. I'd love for you to reach out to him and let him know what you thought of this episode:

  • Connect with Stewart on Twitter @stew_hillhouse

THANKS FOR LISTENING
This is the sixth episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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The best way to measure a brand is by how strong a community they create, and building a strong community starts with adding and amplifying customer voices from day one.

It’s the difference between a conversation and a monologue.

When customers see their voices highlighted, they’re more likely to keep talking. Invest in that conversation, and you can build the kind of healthy dialogue that drives long-term connections.

This week, I'm joined by Nelio Leone. Nelio is the CEO and founder of Urban Monks and has led growth at some of the fastest growing brands. We dove into Nelio's playbook for "Brand Driven Growth" that applies a pre-testing framework from the corporate world to launching a new DTC brand, product, or project from scratch.

We also talked about...

  • How Nelio decided to join Careem.
  • Why community is the best measure of brand.
  • The cult of product at tech companies.
  • How to build a library of user generated content.

CONNECT WITH NELIO
Today’s guest, Nelio Leone is the Founder of Urban Monks a growth marketing agency that helps brands successfully go to market with a proven blueprint for attracting raving fans. I'd love for you to reach out to him and let him know what you thought of this episode:

  • Connect with Nelio on LinkedIn

THANKS FOR LISTENING
This is the fifth episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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"Not everyone's ready to click out and listen to a 40 minute podcast, but maybe what they want is to understand just one really novel, truly interesting insight that they hadn't learned before. And then they'll decide for themselves, you know what? I need to listen to the rest of the show."

This week, I'm joined by the incredible Amanda Natividad. Amanda is a Marketing Architect at SparkToro an incredible content marketer and one of my favorite thinkers on Twitter. We dove into what it means to make content that's truly native to each channel you distribute it on.

We also talked about...

  • Why the best engagement isn’t clicks, but conversations.
  • Tactics for avoiding content calendar burnout.
  • How to take inspiration from other mediums.
  • How marketers can create more engaging hooks for their content.

CONNECT WITH AMANDA
Today’s guest, Amanda Natividad, is the Marketing Architect at SparkToro and one of the best people you can follow on Twitter. I'd love for you to reach out to her and let her know what you thought of this episode:

  • Connect with Amanda on Twitter @amandanat

THANKS FOR LISTENING
This is the fourth episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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Day-to-day, brands might be more concerned with open rates and sales funnels and buyer personas. When push comes to shove, though, great storytelling is fundamental to meaningful content, and it’s rooted in something much older than modern marketing.

This week, we’re going back-to-basics with Tina Donati. Tina’s a content marketing specialist, formerly at Octane AI. More recently she’s taken over as the Senior Agency Marketing Manager at Fuel Made. She’s also a Clubhouse Host and one of the major voices on marketing Twitter, as well as a highly sought-after freelance writer.

We also talked about...

  • Why every piece of content needs a great storyline.
  • Why a content strategy isn't a strategy without a distribution plan.
  • How to use classical rhetoric for more effective content marketing.
  • How brands can invest in content that connects with their audience.

CONNECT WITH TINA
Today’s guest, Tina Donati, is a content marketer, Clubhouse host, and prolific DTC storyteller. I'd love for you to reach out to her and let her know what you thought of this episode:

  • Connect with Tina on Twitter @tina_donati

THANKS FOR LISTENING
This is the third episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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“How I Built This” and “This American Life” are incredibly popular examples of audio storytelling and both shows have an amazing way of condensing interviews into engaging narratives. There has been an explosion in branded podcasts in the last couple of years and yet so often B2B content marketing falls flat.

In this episode Marc Thomas walked me through his process for adapting a more original approach to B2B podcasts and his high output marketing framework for growth without burnout.

We also talked about...

  • Using themes as a starting point for interviews
  • How voiceover and simple editing can help keep episodes short and snappy
  • Developing powerful hooks and developing stories in your content
  • Why marketers should create systems and frameworks to avoid burnout

CONNECT WITH MARC
Today’s guest, Marc Thomas, is the Head of Growth at Powered by Search, and the host of the Inflection Point podcast. I'd love for you to reach out to him and tell him what you thought of this episode:

  • On Twitter @iammarcthomas
  • His personal website positivehuman.co
  • The narrative podcast Marc hosts Inflection Point
  • The Powered by Search podcast SaaS Marketing Bites

THANKS FOR LISTENING
This is the second episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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As consumers, our attention is constantly being pulled in different directions, and our feeds have become shouting matches between same-y voices promising the same basic things. Today’s guest, Jay Acunzo, has a motto: Don’t market more. Matter more. So in this episode we're exploring: Where that mantra comes from, and what it mean for brands trying to stand out in crowded industries?

We also talked about...

  • Why brands spend time shipping stuff that doesn't matter.
  • Why Jay believes brands should spend more time building deeper connections with their existing audience.
  • The types of feedback (not metrics) brands should look for when creating a show
  • How brands can invest in "Oh by the way" marketing without breaking the bank

CONNECT WITH JAY
Today’s guest, Jay Acunzo, is a speaker, author, and showrunner, and the host of some amazing podcasts. I'd love for you to reach out to him and tell him what you thought of this episode:

  • On Twitter @jayacunzo
  • His website jayacunzo.com
  • His podcast Unthinkable (like Radiolab for creators)
  • His podcast 3Clips (podcasters dissecting their craft)

THANKS FOR LISTENING
This is the first episode in a 10-part series where we are telling the stories of how some of the best content marketers are rethinking the ways they’re creating content to tell stories that mean something and move the needle, without burning out.

As a creator it's always a little scary putting new things into the world but I'd love to hear what you think. Find me on Twitter @stubalcombe or reach out at useprocket.com.

– Stuart

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Hey, and welcome to Atomic Media. Join me Stuart Balcombe, as we explore new ways to rethink how we’re telling our brand stories, together.