How to Embrace a Healthy "Content Diet": Nemanja Zivkovic

ABOUT THIS EPISODE

How much content do you consume?

Most of us probably overdose on reading, watching, and listening to content.

There’s so much great content available that it’s hard to resist.

I would argue that most of us need to be more structured, disciplined, and focused.

Nemanja Zivkovic has an interesting approach.

He’s on a “content diet”.

Nemanja consumes content selectively and judiciously and relies on a few go-to resources but tries to stay above the fray.

It allows him to be strategic about content consumption as opposed to gorging out at the content buffet.

You're listening to marketing spark, the podcast that delivers inside tools and tips marketers and entrepreneurs in the trenches in twenty minutes or lines. Over the past six months I've reached out to many markers to do this podcast. Some have specific expertise and others offer great and interesting insighting marketing strategies and tacital execution. One of these people is the man you to, Dipobach, the CEO of funking marketing in Serbia. Welcome to marketing spark. Hey Man, thanks for having me. You've got a very active presence on Linkedin and you cover a wide variety of topics. I'm one of the topics that jumped out to me recently was your interest in grand positioning, and I've noticed growing interest among baby brands in differentiating themselves and really carving out a distinct profile in the marketplace, and I'm curious, from your perspective and the work that you've done with clients, is why do you think BDB companies struggle with differentiation? There are multiple reasons for that. Basically because they don't know who they are as themselves. So when somebody who started the company didn't think about their story and what is their story? They didn't then hire people based on their story. They didn't create the culture volumes and they didn't build on that. So kind of it's always is about about the basics and help. We cover the foundation and then when we start developing the company in everything still be like blend and then we just fit in within, within the the whole market place you to be has always been a place where like everything is foggy blurry. People tend to not to be different, none to stand out. We're just doing our job, talking about ourselves, talking about our products, our features. BB companies are still thinking about the their target group as the company, like as the object. Not is we have a certain specific person from that company between two target so those are all all the reasons why it's happening. One of the interesting things that if you look at the Marquech landscape now, there are thousands and thousands of companies and no BDB company has a new nique. There's none of them are unique. There's dozens of, not hundreds, of companies doing the exact same thing with the exact same benefits and features. Yet differentiation is still something they struggle but he would think that they would double down on trying to carve out brand positioning that's compelling and distinct. Is it? Is it because it's hard, or is it because they're just not focused on it? It's definitely hard and it's something that you need to work on persistently and they're a way of seeing the differentiation. It's kind of different and not right. I think nobody have influence them when it comes to differentiation, when it comes to what does it mean to be different? Like one of the examples there I so like getting two weeks ago is the company that when I ask them, like they are doing the online events software and I asked them, like why are you different from all the others? This is a good competitive industry, competitive field, so what differentiated you? For the other they say like we have the lowest price. It's something that cannot be or differentiator because like, tomorrow you somebody else my lower their prices and then what happens? You lose the only differentiation that you think you have. And a lot of those companies, especially in the field where I am in, like B B Tech and software companies, a lot of them have as their biggest asset the people and somehow they struggle to to show those assets to the world and by doing that,...

...just by doing that they are differentiate yourself themselves. But because there are multiple reasons, because they are not doing it and some of the things are they are still afraid what they might right, let's say on Linkedin, what they may say. What's some things they can think about the company? They might hurt them. There's a fear present. The reasons for all all the A is basically the lack of culture, the lack of values in the company and the lack of culture. One of the ways that many BDB companies have tried to stand out this year is through a focus on content marketing, but I would suggest that a lot of it is been a lot of has to do with publication creation and publication. Hasn't been a enough emphasis on successful content distribution. When you work with clients or you look at the B B Landscape in general, what are some best practices that you are suggesting to make sure contents discovery, because one thing to make contents, another thing to actually have it consumed and do whatever you needed to do, whether it's attract leads or build brand awareness or track media attention. Any thoughts on successful content distribution. Young that's a great topic and we can continue from what we just talked about. So people that work in those companies, those are like the great points of for the content distribution. When we start working with companies, a lot of them have already published content on the on the website. This is actually, in most cases, good content, based on the Seo, but written only for for the search engine, not written for the for the people, and it's possibly shared one or two times on the company pages and probably just employees. So it maybe their friends, relatives and that's it. Like the those are not their tarct groups and people for whom they are creating the content. So to be able to distribute it to the right people, we need to do a lot of a lot of different, different things. First one is that we need to create the content with those people that we are targeting. So we if we need to invite clients, people from our Tark, the groups, target companies, to come and create content with us, kind of like the thing that we're doing right now. So recording podcast, maybe also recording recording video, distributing that and then on on youtube it comes to video anchors, quotify, apple or whatever when it comes to to the audio, then figuring out the platform where are target group is. So let's Seepe to be it's mostly on Linkedin. So then we repurpose that content in five to eight pieces of content, smaller ones up to ten minutes because of the limitation. So we have like audiograms, we have videos with headlines, with transcriptions. Then we have also quotes from those things. Then we can come up with blog post, like higher a ghostwriter to write a blog post out of those things, and we get a lot just from from few buckets of content. Then we can share it also on medium. We can share it on zest, on all different kind of platforms, if we involve and even read it, and maybe Vara. Then you see how we get. From one piece of content we get so many different touches with the potential clients and the audience and we give them the choice to kind of choose their own way of how they're gonna learn from us, how they going to interact with us and eventually, when they are educated enough, come and convert or buy, buy from us. But that's a lot of work. I mean you have to obviously have the content in the first place. Then you have to create a...

...distribution strategy and then you have to repurpose all the content. So how do you organize that? How should someone, for example, take a podcast and then carve it up and two different different pieces so that you can distribute it to the different platforms and their different services? Actually, it's not that hard. I funky marketing. It was just three of us and we managed to distribute content to it all a lot of places. Is just about how you figure out the priorities. So the first person that I hire was the video editor. So we can we can edit the videos, repurpose them and create different kind of batches of videos outside of of main content billers. And it's also how you how you actually create the content, if you create the content with distribution in mind. So let's say we create the PODCAST, you ask questions, then I answer, then we go in the circles. So we actually create the content purposely for distribution, and this is actually how holding, how we do it. You know, just create the content with distribution in mind, not with search engines in mind, but it should be the content that is consumable by the people. Also, one did I forgot to mention before is advertising facebook in instagram advertising, especially ind to be people don't consider it as as a successful channel, but it's because they are always turned to get leads. But those channels are very good for distributing content, so so the right people can can consume it. This is also one of the things that can accelerate for the content strategy to work and can shorten the the sale cycle as well. It really is interesting to look at how content is being created and and the fact that the matter is a lot of content is still being tailored for search engines and as opposed to, as you said earlier, people, and I think that's a really interesting inside and I think one Linkedin Post that you published recently I caught my attention, is you talked about why you don't pay for online courses or paid communities and you only consume contact from a few people, and I'm really curious about why you take that approach and, as important, how do you improve and upgrade your marketing skills? Yeah, it's kind of interesting. I mean I made a made a point based on based on like. It's I think, my dentyear working in marketing and when I started I knew how to do it's a community social media. The one thing that that was missing with the SEO. So the agency even started to work, they gave me access to multiple online courses and I listened first to some of them covering the SEO. Then I started to implement it and I think that was the maybe two or three courses, the only ones that I ever enrolled. I didn't pay for them. The the company paid, and I don't have anything against like paying for anything that will give me a value, but it just didn't find something that that will help me, help me learn. I usually learn by doing, by interacting with people, and that's why I created sort of like my own way of consuming content. You consume a lot of things on YouTube. I listened to a lot of podcasts and I think you're in. A half ago I decided I don't need to follow social media week or those kind of like huge platform that the media. They're talking about social media, what a trends, what's going to happen? I just need to focus on a few people. Seen some foxing BP on in bound. They are like less than five people that are doing something that is revolutionary in the field and I need to focus on them and like kind...

...of try to learn from them, try to compare some things that they're doing to what I'm doing, and that's how how I improve. And I also focus on two different things. First one is always innovating, always having like a client which is possibly start up, so I can get into the dirt and see what's going on, because, like from the dirt you can you can predict what's going to happen afterwards, not by just seeing the seeing the big pictures, big pitcher is being seen, by being involved in the dirt. And also the second one is talking with with the clients, current and and potential one. Like I'm spending two to three hours a day just talking with with people doing doing different things and sharing experiences, and that's actually how how I grow and how I learned. Just had curiosity that small group of marketers who you followed. You want to reveal any of them or are they kind of like the mania secret? Yeah, let's say. I mean I learn know what from Chris Walker, not of people there. Yeah, some of the things that he's doing. I've been doing a lot because we work in different industries. By I also come from from B to see background, and I kind of saw it. Some things that I was doing. I kind of Recommendze that he was talking about it. So okay, it makes sense. Jake Dunlop is one from sales that I lo because he's talking at a lot about life sales, sales being involved marketing, marketing being involved in sales alignment, those kind of things. Also, Dave Gerhard has always been been a guy that doing something differently. I remember Twos, two thousand and eighteen, I think, where I was director of operation in the previous agency. We'll ever get the order conversation marketing, the book that Dave and David canceled wrote, and like two weeks after we got we got the book the Postman Game, and we receive another book called it one scale, the the small books book of like, I think, forty seven things that drift has done to create a hyper good company. And we didn't order that book. They just send it over from us to Serbia for free for us as an additional value. And then I saw that actually there are who doing really good things and that's how you how you give value to somebody that you don't even know and it lives in different content. And Yeah, those are like maybe three people that I'm following. Also, PEPLA is one of one of those that are following for a long time. We just recorded the podcast to together. So kind of interesting how the things are going. You know, there are people that you look up to, that you compare yourself to, and then you start co operating with them and working with them and things moved to the next level. Interesting about Dave get heart because he has this community. I think of more than Tenzero people now who pay ten dollars amount to access, I guess, exclusive content and other things that you can't get if you're not a subscriber. So what do you think of those type of communities where you're paying ten or fifteen dollars a month? How does aligned with your view of not paying for a lot of marketing and become a member of that community? Absolutely the only one, just intrigued to find out what's going on over there and how it things going. But, Lick, I'm okay with that if that is something that that works for you. I think limiting the access to your community is a short term goal. That can give you a lot in a short term, but in if you focus on the long term,...

...this is not something that I would do or something that I would recognize. I also have the community of like Twozero, five hundred people on facebook. It was. It's a private community but it's always open, depending on like how people answer a few questions, and we just give value over there, not trying to sell them anything or not trying to do anything else. But in Davis case, I think because it's it's a big community, it gives him the chance to also do some other stuff and to involve maybe other content creators, other professionals and to grow more the community. Think is going doing a really good, good job with that. So let's talk about Funky Marketing, which I think launched earlier this year. Is that true? Is it a relatively new company? Yeah, January turteined, so just before covered it must have been an interest in here and I'm wondering what it's been like to run a digital agency, digital marketing agency, this year and what's it like to work with clients and what are they looking for as opposed to what they may have been doing pre covid and what are some of the biggest business lessons that you've learned this year? It's kind of it was an interesting development because I left the previous agency when I work at just before it was in October that year and I was preparing the wedding and I didn't have any any money left on the side, so I just sat down and wrote what's going to happen in the next three months and ending with January, when I'm going to register the company, and just executed on that. And that's how I started. At first they didn't know who I was start geting. I just knew that I want to focus on inbound, on brand because of its working in performance marketing and on a high level, and I saw it work, but I saw it also has a plateau and it works until you have the budget. But like, if you want to grow more and continue growing, then you need to invest in inbound you you need to invest in brand, in content. I was always like the guy who is investing in his personal brand and content. That's how everything, everything started by actually lending the first client in like five hours after we published the landing page. It was just a simple and page with a with a CTA and and download the strategy of like thirty pages with examples that results that I have with other clients. So it can be a document of value even with a without them hiring us. So that's kind of a start when the COVID started, we a lot of clients reach out to me. They wanted me to take over some other stuff that I didn't do at the time because it was easier for them to instead of hiring someone to get to us. So the first the previous planners for me to take a year to learn more about entreprendship, because a new about marketing, but in friendship with something different. But it doesn't go as you imagine. So I needed to hire people. Actually, they found me because they love my story, they love the brand and everything that I was building, so they reach out to me. That's how I hire two guys, which are still with us, and some of the clients that I started to work they're also still with us and we are ending the year like closing thirty one clients, doing exactly what the strategies that we are selling to the clients. So kind of proving that some things are working. And it's kind of different when I compare this year to the previous year. Overall, like ECOMMERCE space grew, grew a lot. I think we move like maybe ten or even twelve years in the future. Within a few months. People and needed to...

...do the digital transformation faster. They needed to open only shops, they needed to transform their businesses and kind of change the whole narrative and the way people think about things. Also a change the way they look at the content that in that you mentioned, because they content became more something that is relevant, because they couldn't focus on advertising when it comes to pandemic and that kind of things, deaths. I think how how the narrative was changed. Now what's going to happen in the next year? Probably we're going to move more towards customers. WE'RE gonna go to meet them healthway, even more than that, because we are seeing what B to see companies are doing, like spotify, Netflix, are BNB, some great examples, and the people who will expect that from also from Cocola, from other companies, and especially from B to b companies, and I think it will change the way to be companies actually do marketing, because they will need to in invest in creativity, in feelings, in emotions and people before everything else. They can you elaborate on that a little bit? So what do you mean in terms of this focus on customers? I mean, is a different types of content? Is it interacting with customers directly. What's involved in terms of this shift that you envasion? Yeah, I mean we can, we can even talk using, using some some of the examples, not like Netflix, are B and B or some else. But when it comes to that, if you're using them, you know that they are giving your personalized experience. So, based on all how you consume their services, their product, they are recommending you what you should do next and they are interacting with you in that way on social media, through the email, in all kind of different informs. And just let's just take a look at like what gravy, for example, is doing, or Gong, how their people from their companies are interacting with others on Linkedin. This is by focusing on personal brands of the people in front of the company, their meeting their potential customers or their they're talking with them every day, engaging not only two personal profiles, but on the company pages. An example like Gong even organized the Party on zoom and they were sharing the songs or their competing in company page and discuss like who likes hip hope, who likes Gangsta Funk, who like some other things, and it was look totally a party on the linkedin page and it's totally some other experience which before that were limited to be to see companies. That's going to be really interesting trend to watch this there. Now, speaking of music, you recently published a year and playlist featuring nine hundred forty songs. I think that's enough. Those are enough songs get you through the entire holiday. Tough question for you. Who is your favorite artists of two thousand and twenty? Yeah, it's it's the playlist, but I'm adding songs as a as a like something I just added to the playlist in the tough question. I apologize for asking that because you must like it's cool. Usually people don't ask and I love to talk about the look about music, like olks, the hybrid minds, or maybe Saint John, like those are like two artist day I was listening the most. And then they're always like some some classics that I'm listening to, like Liam Galagher, who spins teen Leonards go, and those are like people that I'm always listening you know, no matter which year it is. Well, I think that anyone who likes the boss is a good person. In my nine I've seen him in concert a lot. I can give you a suggestion,...

...at least from the Canadian perspectives, a band called the arcls, which have done they've done some really great work and they're amazing to see lives. So maybe one day they'll eventually make their way to Serbia and you'll be able to see a Canadian bandon action. Yeah, you know what's interesting? Like the First Marketing Agency that I work at was was an agency based in based in Toronto, Canada. Yeah, it's health help, Serbian health US Health, Canadian agency. Like the found there were two founders, or both were from Serbia, but one of them moved to Toronto like when he was a kid, and it was kind of interesting. Yeah, this is very small world and what I've discovered from linkedin this year is that the world is a big place, but you can connect with people anywhere and everywhere, and our ability to connect Violentdin and be know to do this podcast, it's just some of the value that I've seen from linkedin this year and I want to thank you from for being on the podcast. It's great to get your insight. It's really interesting to get different perspectives from people who live in different places. We looking forward to seeing you in two thousand and twenty one. One final question. If people want to learn more about you and funky marketing, where do they go online? But incred everywhere, like mostly Linkedin. There's facebook group also called funkey marketing. Funky marketing on Youtube on anchor. They're like a few boodcasts of your organizing. Funkey marketing podcasts also beat we be weekly podcast, but I mean just I funky marketing in Google search and I think that is the right way to get to us. Thanks for listening to another episode of marketing spark. If you enjoyed the conversation, leave with you and subscribe by Itunes or your favorite podcast APP. For show notes of today's conversation and information about the mania. Visit Marketing SPARKCO funky marketing. If you have questions, feedback, like to suggest a guess and want to learn more about how I help mebb companies as a fractional CMO consults and advisor. Send an email from mark and marketing spark dotcom. I'll talk to you next time.

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