The Long Game

By: Allie Decker David Ly Khim Alex Birkett
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  • Summary

  • The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.
    2024 Omniscient Digital, The Long Game
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Economics Leadership Marketing
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Episodes
  • Kitchen Side: The Operations Episode with Gray MacKenzie (ZenPilot)

    Kitchen Side: The Operations Episode with Gray MacKenzie (ZenPilot)
    Nov 20 2024
    In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David dive into the intricacies of agency operations with guest Gray MacKenzie, CEO of ZenPilot. The conversation explores how agencies can build scalable systems while balancing efficiency and innovation. Gray shares strategies for defining processes, the importance of integrating operations with delivery, and the cultural aspects of driving accountability. The discussion offers actionable insights for agencies looking to streamline workflows, improve profitability, and foster sustainable growth.Key TakeawaysOperations as the Foundation of Growth and Delivery: Operations should support marketing, sales, and client delivery through robust systems, but it requires collaboration between departments.Balancing Efficiency and Innovation: Agencies must find a middle ground between systematizing processes for scalability and allowing room for creativity and innovation.The Role of Culture in Process Adoption: The success of any system depends on creating a culture where employees understand its benefits and actively engage with it.Challenges in Scaling Operations: Gray highlights the pitfalls of pushing for rapid adoption of tools and processes without considering team capacity and readiness.Integrating Top-down and Bottom-up Resourcing: Combining long-term planning with day-to-day task management ensures efficient resource allocation and prevents burnout.The Inefficiency Principle: Innovation often comes at the cost of efficiency. Agencies must decide when to prioritize one over the other depending on their goals.Show LinksVisit the ZenPilot Resources page for our free guides and templatesVisit the ZenPilot for more informationConnect with Gray MacKenzie on LinkedInConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    58 mins
  • Why Human Expertise Matters More Than Ever in Content with Katie Kelly

    Why Human Expertise Matters More Than Ever in Content with Katie Kelly
    Nov 13 2024
    In this episode of The Long Game Podcast, Alex Birkett interviews Katie Kelly, founder of Antiquoted, a platform that promotes diverse and underrepresented voices in media. Katie shares her journey from CRO roles to establishing her own venture, highlighting the challenges and benefits of featuring experts in content. They discuss the importance of authenticity, the pitfalls of AI-generated responses, and the often-overlooked value of unique perspectives. Katie also dives into her website NoWankyBollocks.com, where industry professionals share candid insights and rants about marketing. This conversation sheds light on creating meaningful content in a world saturated with generic information.Key TakeawaysEmbracing Diverse Voices in Content: Antiquoted aims to bring fresh perspectives into content by connecting content creators with diverse voices, steering away from the same repeated experts seen in mainstream media.Expert-driven Content Adds Value: Featuring knowledgeable professionals enriches content, especially in technical fields like CRO, where real-world insights clarify complex topics.AI and Authenticity in Content: Katie discusses how the rise of AI has led to an influx of low-quality, generic content. Authentic expert quotes offer a counterbalance by adding credibility and genuine engagement.NoWankyBollocks.com as a Platform for Truth: Through her site, Katie provides a space for marketing professionals to share unfiltered stories, rants, and lessons, shedding light on industry practices.Challenges in Sourcing New Experts: The process of finding less-visible experts is often labor-intensive, yet it’s necessary for avoiding repetitive narratives and making content relatable to a broader audience.Distribution Through Expert Engagement: Including experts in content encourages them to share it within their networks, broadening the reach and impact of the publication.Show LinksVisit AntiquotedConnect with Katie Kelly on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    52 mins
  • Kitchen Side: Working In the Business, Founder Mode, and Avoiding the Traffic Trap

    Kitchen Side: Working In the Business, Founder Mode, and Avoiding the Traffic Trap
    Oct 16 2024
    In this Kitchen Side podcast episode, David, Alex, and Ali, co-founders of Omniscient Digital, discuss the nuances of working in vs. on a business and how both are essential for growth. They explore the concept of "founder mode," reflecting on both the benefits and risks of hands-on leadership. The team introduces the "traffic trap," a phenomenon where businesses prioritize traffic over meaningful conversions, and the importance of aligning organic growth efforts with broader marketing strategies. Through personal anecdotes and insights from client work, the discussion highlights how businesses can bridge the gap between goals, strategy, and execution for sustainable growth.Key TakeawaysWorking In vs. On a Business: The conversation explores the tension between performing day-to-day operations and strategizing for future growth. Both are essential, and success lies in balancing these roles rather than separating them entirely.Founder Mode and Leadership Nuances: Founder mode, popularized by Paul Graham and Brian Chesky, emphasizes a hands-on approach. However, the hosts warn that it can justify both good and bad behavior if not applied thoughtfully.The Traffic Trap: A common issue where businesses focus excessively on increasing traffic without aligning it with lead generation and conversions. The episode discusses the importance of optimizing content and organic programs to drive meaningful business outcomes beyond just page views.Creating Systems Without Losing Flexibility: SOPs and processes can streamline operations but require continuous iteration. The team emphasizes the need to stay close to the work to ensure systems evolve with market changes.Multi-Channel Alignment for Organic Growth: Organic traffic should not be managed in isolation. Effective programs require alignment with paid campaigns, email nurturing, and retargeting strategies to maximize results.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    52 mins

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