18 August 2022 |

102 – How Adam Ryan is Building a Media Company Inside a Business, At Workweek

By Daniel Murray

What’s the goal of marketing? To capture attention. Adam Ryan, CEO of Workweek, is certainly doing that. Find out how.

Adam and business partner Becca Sherman are the founders behind Workweek, the media company unlocking the power of the creator economy.

Daniel and Adam dig into his experience as former President of The Hustle, how to create a media company inside a business, and why media and content marketing are the same…but different.

You’ll also hear Adam’s take on why media budget should always be kept separate from marketing budget.

And if you LOVE The Marketing Millennials drop us a five-star review at: https://ratethispodcast.com/marketingmillennials, I really appreciate your support!.

Follow Adam:

LinkedIn: linkedin.com/in/adamtryan

Twitter: twitter.com/AdamRy_n

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Follow Daniel on Twitter: twitter.com/Dmurr68

LinkedIn: linkedin.com/in/daniel-murray-marketing

Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennials


00:00 Intro

01:24 Meet Mr Ryan, Sir

03:23 How To Build Trust Through Connection

05:24 Building Without Draining

09:38 The Difficulty of Running a Media Business

14:09 One to Avoid

16:24 Great Media Is Like Great Content, But Different

21:29 Constraining Brand Identity

35:42 Don’t Forget The Why

38:30 Who Inspires Me Right Now

How To Create A Successful Content Marketing Strategy

Creating content is easy. Marketing it effectively is not. Content marketing is a tricky balancing act, requiring you to produce quality content on a regular basis, while also devising ways to promote that content so your target audience finds it. 

It’s a process filled with pitfalls, but armed with the right tools and a plan of action, you can successfully market your content and drive traffic back to your website. Read on for an in-depth look at how to create a successful content marketing strategy.

What is content marketing?

Content marketing is a way to generate leads, drive traffic to your website, and increase sales by producing useful, relevant content. Successful content marketing campaigns have three main goals: establishing thought leadership, growing your brand’s reputation and authority, and driving traffic to your website.

 Before you can start to build a successful content marketing strategy, you need to understand what content marketing is and how it can help your business. When done right, content marketing can be a powerful tool for driving traffic to your website and increasing your sales.

Decide on your goals

The first step in creating a successful content marketing strategy is deciding on your goals. Are you looking to increase brand awareness, drive sales, or increase leads? What is your end goal? You need to know what you want to accomplish with your content marketing so you can tailor your strategy around that goal. 

Depending on your goals, your strategy should be different. For example, if you want to drive more sales, you’ll want to focus on increasing traffic to your website. If you’re looking to increase leads, you’ll want to focus on getting people to sign up for your mailing list.

Create a content plan

Once you have your goals in place, the next step is creating a content plan. A content plan is the outline of all your content campaigns, including topics, dates, and strategies. For example, if you want to create a content plan around increasing traffic to your website, your topics will be around topics like social media, content marketing, and SEO. 

The dates will be the dates you publish the content, and the strategies will be your plan of action. Once you’ve created the outline for your content plan, the next step is actually creating the content. You can either write the content yourself or outsource the content creation. If you choose to outsource the content creation, make sure you choose a reliable and professional content creator.

Pick your channels

Depending on your goals, you’ll want to pick your channels. For example, if you’re looking to increase traffic to your website, you’ll want to pick channels like social media, email, podcasts, and video. 

You’ll want to create a strategy for each channel with the goal of driving traffic back to your website. For example, if you’re creating a content plan around social media and email, the strategy will be to drive traffic back to your website and get people to sign up for your email list. Depending on your channels, you’ll have different ways to do that.

Create your ad campaign

Now you’re ready to create your ad campaign. You’ll want to create a campaign on platforms like Facebook and Google Ads. Facebook Ads lets you create an ad focused around getting people to sign up for your email list or click on a link driving them back to your website, while Google Ads lets you create an ad focused around getting people to click on a link driving them back to your website. 

There are many tools available on the market that can help you create and manage your ad campaign, like HubSpot’s Ad Builder, Facebook Ads Manager, or Google Ads. You’ll also want to make sure you’re following the ad network’s terms of service.

Summing up

Now that you know what steps you need to take to create a successful content marketing strategy, you can start creating your strategy. The key to success is following these steps. Once you’ve created a successful content marketing strategy, you can use that strategy over and over again to continually publish content, drive traffic back to your website, and increase your sales.