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 Parkerpodcast that delivers inside tools and tips, marketers entrepreneurs in thetrenches I twenty minutes or lone over the past six months, I reached on tomany markers to do this. podcast some have specific expertise and others ofsome great and interesting inside market strategies and has to execution.One of these people is the Manuao Povich, the CO of Hunky Marketing andServia. Welcome to marketing part. He man thanks for Havin me. You've gota very active presence on Linkin and you cover a wide variety of topics, andone of the topics that jumped out to me recently was your interest in grandpositioning and I've noticed growing interest among bv brands indifferentiating themselves and really carving out a distinct profile in themarket place, and I'm curious from your perspective in the work that you'vedone with clients is. Why do you think bt companies struggle withdifferentiation the there are multiple reasons for that?Basically because they don't know who they are asthemselves. So when somebody a started the company, they din think about theirstory and what is their story? They didn't, then hire people based on theirstory. They didn't create the culture, the values and they didn't build onthat so kind of it's always about about the basics and how we covered thefoundation and then, when we start developing the company and everythingstill should be like blant, and then we just fit in within within the the home market place but be has alwaysbeen a place where, like everything is foggy, blurry people tend to not to tobe different, not to stand out we're just doing our job. Talking aboutourselves talking about our products, our features be tobe. Companies arestill thinking about their target group as the company like as the object notis we have a certain specific person from that company that wee to target.So those are all all the reasons why it's happening. One of the interesting things that ifyou look at the mark tech landscape now there are thousands and thousands of companiesand no batboy has a une there's. None of them are unique. There's dozens ofnot hundreds of companies doing the exact same thing, with the exact samebenefits and features. Yet differentiation is still something theystruggle like. You would think that they would double down on trying tocart out brand positioning. That's compelling and distinct. Is it? Is itbecause it's hard or is it because they're just not focused on it? It's definitely hard and it's somethingthat you no need to work on persistently and their way of seeingthe differentiation is kind of different and not right. I think nobodyhave influenced them when it comes to differentiation when it comes to whatdoes it mean to be different, like one of the examples there I saw like itthink two weeks ago, is the company that when I ask them like they aredoing the online events, software and I ask them like why? Are you differentfrom all the others? This is a good competitive industry, competitive field.So what differential you would be alertes like we have the lowest price,it's something that cannot be or differentiator, because, like tomorrow,you somebody else my or their prices and then what happens. You lose theonly differentiation that you think you have and a lot of those companies,especially in the field where I am in like bit be deck and software companies,a lot of them have as their biggest acid to people and somehow theystruggle to to show those assets to the world, and by doing that, just by doingthat they were differentiators...

...themselves, but because there aremultiple reasons, because they are not doing it and some of the things are,they are still afraid what they my right. Let's say on Linden what theymay say, what of something they can think about the company. They mighthurt them, there's a fear present. The reason for all all this is basically the lack of culture, thelack of values in the company and the lack ofculture. One of the ways that many bt companieshave 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 it has to do withpublication creation and publication hasn't been a enough emphasis onsuccessful content distribution when you work with clients or you look atthe bittee landscape in general, what are some best practices that you a aresuggesting to make sure contents discover because one thing to makecontents and another thing to actually have it consumed and do whatever youneed it to do, whether it's a track leads or build grand awareness or trackmedia attention. Any thoughts on successful content, distribution, yeah, that's a great topic and we cancontinue from what we just talked about so people that work in those companies.Those are like the great points of for the Conte distribution when we startworking with companies, a lot of them have already published content on theon the website. This is actually, in most cases, good content based on the Seo, butwritten only for for the search engine not written for the for the people andit's possibly shared one or two times on the company pages and probably just employs, so it may be theirfriends and relatives, and that's it like the those are not there. TarGroups in people for whom they are creating the content so to be able todistribute it to the right people. We need to do a lot of a lot of differentdifferent things. First, one is that we need to create the content with thosepeople that we are targeting. So we need to invite fiens people from outerthe group target companies to come and create content with us kind of like thething that we're doing right now, so recording podcast, maybe also recording,recording video distributing that then, on on you tube, I cost video and Corsepotii apple or whatever, when it comes to to the audio, then figuring out the platform Marr tagerouping. So let's a bit be it's mostly on Indian. So then we we purpose thatcontent in five to eight pieces of content,smaller ones up to ten minutes because of the India imidation. So we have likeaudiogram. We have videos with headlines with descriptions.Then we have also quotes from those things. Then we can come up with blockpost, like hire a ghost writer, to write a block post out of those things,and we get a lot just from from a few buckets of content. Then we can shareit also on medio. We can share it on zest on all different kindof platforms. If we involve even even read it and maybe Gora, then you see how we get from one piece ofcontent. We get so many different touches with the potential clients andthe audience, and we give them the choice to kind of choose their own wayof how they're going to learn from us, howthey going to interact with us and eventually, when they are educated,enough, come and convert or by by from us. But that's a lot of work. I mean youhave to obviously have the content in the first place, then you have to...

...create a distribution strategy and thenyou have to repurpose all the content. So how do you organize that? How shouldsomeone, for example, take a podcast and then carve it up and to differentdifferent pieces so that you can distribute it to the differentplatforms in the different services? Actually, it's not that hard. If funkymarketing, it was just three of us and we managed to this tuit content to love.A lot of places is just about how you figure out the priorities. So the firstperson that I hire was the video ator. So we can we can edit the videos, wepurpose them and create a different kind of batches of videos outside of of my main content billars, and it'salso how you, how you actually create the content. If you create the contentwith distribution in mind, so let's say we create the PODCAST US questions.Then I answer, then: We go in the circles, so we actuallycreate the content purposely for distribution and the is actually how how thing how we doit. You know just create the content with distribution in mind, not with sochangings in mind, but it should be the quantitatis because Oogle by the people,also on that I forgot to mention before, is advertising face book. An INSARAadvertising, especially in be to be people, don't consider it as as asuccessful channel, but it's because they arealways turned to get leads, but those channels are very good for distributingcontent, so so the right people can can consume it. This is also one of thethings that can accelerate for the content strategy to work and canshorten the sale cycle as well. It really is interesting to look at howcontent is being created and s and the fact that the of the matter is a lot ofcontent is still being tailored for search engines as opposed to, as yousaid earlier, people and I think, that's a really interesting insight andI think one linked in post that you published recently. I caught myattention: is you talked about why you don't pay for online courses or paycommunities, and you only consume content from a few people and I'mreally curious about why you take that approach and as important? How do youimprove and upgrade our marketing skills yeah, it's kind of interesting. I meanI made he made a point based on based on like it's, I think my tent yearworking in marketing and when I started, I knew how to do it, a community or somedia. The one thing that that was missing with the so so the agency. WhenI started to work, they gave me access to multiple on in courses, and I listen first to some of them coveringthe so then I started to implement it and I think I that was the maybe two orrecourses the only ones that I ever enrolled. I didn't pay for them. Thecompany paid, and I don't have anything against like paying for anything thatwill give me value, but I just didn't find something that that will help mehelp me learn. I usually learn by doing by interacting with people and that'swhy I I created sort of like my own way of consuming content. Cousu a lot ofthings on you dub. I listen to a lot of podcast and I think year and a half agoI decided I don't need to follow social media week or those kind of likehuge platforms that media they're talking about social media, abatetrends. What's going to happen, I just need to focus on a few people, sincesome foxin be to be on in bound ter like less than five people that aredoing something that is revolutionary...

...in the field, and I need to focus onthem and I kind of try to learn from them. Try to compare some things thatthey are doing to what I'm doing and that's how how I improve- and I alsofocus on two different things. The first one is always you overthing,always having like a tit which is possibly start up, so I can get intodirt and see what's going on because, like from the dirt, you can, you canpredict, what's going to happen afterwards, not by just seeing theseeing the big picture of the big picture is being seen by being involvedin the dirt and also the second one is talking with the with theclients you rent and and potential one like I'm spending two to three hours aday, just talking with with people, doing doing different things andsharing experiences, and that's actually how how I grow and how Elen,just at curiosity that small group of marketers, who you follow, do you wantto reveal any of them or are they kind of like the Nemanya secret yeah? Let'ssay I mean I learned a lot from Chris Walker. Lot of people do yeah some of thethings that he is doing. I've been doing a lot because we were in different industries, but Ialso come from from pit to c background, and I kind of saw that something that Iwas doing. I kind of recommend I that he was talking about it. So, okay, itmakes sense. Jack Donlup is one from sales that I low, because he's talkinga lot about life sales, sales being involved, marketing,marketing being involved in sales alignment. Those kind of things also Dave Garad has always been been a guythat doing something differently. I remember was two thousand and eighteen. I think where I was director of operation inthe previous agency. We ever get the order, conversation marketing, the bookthat Dave and David Cancel wrought and like two weeks after we got, we gotthe book the Postman came and we receive another book called it on scale.The the small book book of like, I think, forty, seven things that drifthas done to create the hyper God company and we didn't order that book.They just send it over from us to Serbia for free for as an additionalvalue, and then I saw that actually they are doing really good things andthat's how you, how you give value to somebody that you don't even know andit lives in different content and yeah. Those are like, maybe three people thatam following also Pepli is one of one of those that are following for for along time. We just recorded the podcast togetherso kind of interesting how the things are going. You know there are peoplethat you look up to that. You compare yourself to, and then you startcorporation with them and working with them, and things moved to the nextlevel. Interesting about Dave, get hurt because he has this community, I thinkof more than ten thousand people now who pay ten dollars a month to access,I guess exclusive content and other things that you can't get if you're nota subscriber. So what do you think of those type of communities where you'repaying ten dols or fifteen s a month? How does it a line with your view ofnot paying for a lot of marketing and become a member of death community?Actually, the only one just intrigue to find out what's going on over there andhow er things going, but like I'm? Okay with that, if that is something that that works for you, I think limitingthe access to your community is short term goal. That can give you a lot in ashort term, but if you focus on the long term,...

...this is not something that I would door something that I would recognize. I also have the community of like twothousand five hundred people on face book. It was it's a private community,but it's always open depending on like how people answer a few questions, andwe just give value over there not trying to sell them anything or not,trying to do anything else, but in David's case I think, because it's apaid community, it gives him the chance to also do some other stuff and toinvolve maybe other content creators, other professionals and to grow more.The community think he's going doing a really good good job with it. So let's talk about Funky Marketing,which I think launched earlier this year. Is that true? Is it a real toly,new company, Yeah January interdined, so just before Ovid, it must have beenan interesting year and I'm wondering what it's been like to run a digitalagency, a digital marketing agency this year and what's it like to work withclients and what are they looking for as opposed to what they may have beendoing? Pre coved and what are some of the biggest business lessons thatyou've learned this year? It's kind of it was an interesting developmentbecause I left the previous agency when I work atjust before I was in October that year and I was preparing the wedding- and Ididn't have any any money left on the side. So I just sat down and wrotewhat's going to happen in the next three months and ending with January,when I'm going to register the company and and just executed on that andthat's how how I started at first. I didn't know who I was targeting. I justknew that I want to focus on in bound or brand because of his working inperformance, marketing and on a high level, and I saw it work, butI saw it that he also has a plateau and it works until you have the bute butlike. If you want to grow more and continue growing, then you need toinvest in in bound you. You need to invest in brand in content. I wasalways like the guy who was investing in his personal brand and contentatohow everything everything started. I actually landing the first client inlike five hours after we published the landing page. It was just a simple andy,page reader, with E C ta, and and download the strategy of like dirtypages, with examples that in results that I have with otherclients, so it can be a document of value even with without them hiring us.So that's kind of what start when the going started. We a lot of clients reach out to me. Theywanted me to take over some other stuff that I didn't do at the time, becauseit was easier for them to. Instead of hiring someone to to get to us so the first, the previousplan wars for me to take a year to learn more about in the Brownship,because a new, an bok marketing but briens p with something different. Butit doesn't go as you imagine, so I needed to hire people actually theyfound me because they love my story. They loved the brand and everythingthat I was building, so they reach out to me. That's how I hired two guys,which are still with us and some of the class that I started to work there alsostill with us, and we are ending the year, like closing thirty one clients,doing exactly what the strategies that we are selling tothe clients so kind of proving that some things are working and it's kindof different when I compared this year to the previous year over all like ecommerce, space grow grew a lot. I think we move like maybe ten or eventwelve years in futuree within a few...

...months. People needed to to do the digitaltransformation faster. They needed to open on the shoves they needed totransform their businesses and kind of change. The whole narrative and the waypeople think about things also change the way. They look at the content that,in that you mentioned, because the content became more something that isrelevant because they they couldn't focus on advertising when it comes toPadema and all kind of things. That's I think how how the narrativewas changed now what's going to happen in the next year. Probably we're goingto move more towards customers were going to go to meet them Heathan. More than that,because we are seeing what B to see companies are doing likeSportif Net Lix Arbab, some great examples and their people who willexpect that from also from Qualla from other companies, and especially from meto be companies- and I think it will change the way be to be. Companiesactually do marketing, because they will need to invest in creativity infeelings and emotions and people before everything else they can elaborate on that a little bit.So what do you mean in terms of this focus on customers? I mean? Is itdifferent types of content? Is it interacting with customers directly what's involved in terms of this shiftthat you envision yeah I mean we can we can even talk using using some some ofthe examples, not like net Alexr, Bab or something else, but when it comes todeath, if you're using them, you know that they are giving you personalizedexperience so based on on how you consume their services, their product.They are recommending you what you should do next and they are interactingwith you in that way, on social media, with email in all kind of differentforms, and just let's just take a look at likewhat gravy, for example, is doing or Gonghow their people from their companies are interacting with other Olinde. Thisis by focusing on personal brands of the people in front of the company.They are meeting their potential customers over there.They are talking with them every day, engaging not only to person profilesbut on the company pages, an example like Gong, even organized the Party onthe zoom, and they were sharing the songs or there comporting the companypage and discuss like who likes keep hop. Who LiesGangster funk for, like some other things, andit was like totally a party on the linking page and it's totally someother experience which, before that were limited to be to see companies. That's going to be really interestingtrend to watch his to now. Speaking of music, you recently published a yearand playlist featuring nine hundred and forty songs. I think that's enough.Those are enough songs to get you through the entire holiday toughquestion for you, who is your favorite outer artist of two thousand and twenty?Yes, it's is the play list, but I'm adding songs as a as a like something I just added to theplaylist in tough question. I Apogee for asking that, because you must like it's cool, usually people don't ask,and I love to talk about talk about music like also the hybrid minds, ormaybe Saint John, like those are like two artists there I was listening themost and then they're, always like some some classics that I'm listening tolike Lamb Gallagher, who pinkt lane can those are like people that am alwayslistening. You know no matter which year it is well. I think that anyone who likes theboss is a good person. In my mind, I've...

...seen him in concert a lot. If I cangive you a suggestion, at least from the Canadian perspectives, a bandcalled the arkells which have done they've done some really great work andthey're amazing to see live so maybe one they do eventually make their wayto Serbia and you'll be able to see a Canadian band in action yeah. You knowwhat's interesting, like the first marching agency that a weret was was anagency based in best in Toronto, Canada, yeah, the Celt Caltura health, UShealth, Canadian agency. Like the final, there were two funders or both werefrom Serbia, but one of them moved to Toronto like when he was a kid and itwas kind of interesting yeah. It is a very small world and whatI've discovered from Linkin this year is that the world is a big place, butyou can connect with people anywhere and everywhere, and our ability toconnect Violino and Bein able to do this podcast. It's just some of thevalue that I've seen from Linton this year, and I really want to thank youfrom t for being on the podcast. It's great to get your insight. It's reallyinteresting to get different perspectives from people who live indifferent places. We looking forward to seeing you in two thousand and twentyone one final question: If people want tolearn more about you and funking marketing, where do they go online butthink o everyone, like mostly lined in es facebo group, also called Vankarp,funky marketing or nout on anchor? There are like a few podcast, yourorganizing Antarki podcast, also be we be weekly podcast, but I mean just Ifunk. Marketing in Google search- and I think that is the right way to get toUS thanks for listening to another episodeof marketing spark if you enjoyed the conversation, leave e Vivie andsubscribe by, I tunes or your favorite podcast APP for show notes of today'sconversation and information. The NAMANA visit Arcia funky marking. Ifyou have questions feedback like to suggest a guest, want to learn moreabout how I help ye to be companies as a fractional Camo and Sultan, anadviser, a anymal and Mar Marco I'll talk to.

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