{"id":25796,"date":"2022-12-14T01:00:00","date_gmt":"2022-12-14T01:00:00","guid":{"rendered":"https:\/\/keepoptimising.com\/?p=25796"},"modified":"2022-12-14T12:29:18","modified_gmt":"2022-12-14T12:29:18","slug":"ian-leslie-banknotes-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/ian-leslie-banknotes-podcast\/","title":{"rendered":"Content Marketing Big Picture Content Marketing &#8211; what&#8217;s next? with Ian Leslie (episode 129)"},"content":{"rendered":"\n<p>Ian Leslie is the Editor in Chief at Bank Notes, the media arm of creator marketing platform #paid.&nbsp;<\/p>\n\n\n\n<p>With deep experience in both eCommerce AND Content marketing &#8211; we&#8217;re exploring the big strategic shifts to identify what&#8217;s working now.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/12\/KO129-Landscape-1024x576.png\" alt=\"Ian Leslie Banknotes Content Marketing\" class=\"wp-image-25800\" title=\"Ian Leslie Banknotes Content Marketing\" srcset=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/12\/KO129-Landscape-1024x576.png 1024w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/12\/KO129-Landscape-300x169.png 300w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/12\/KO129-Landscape-768x432.png 768w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/12\/KO129-Landscape.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free:<\/h3>\n\n\n\n<div style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow: hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/player.captivate.fm\/episode\/6b93f343-b2bc-482a-8bd1-4af169851f6b\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Getting Into the World of Content<\/h2>\n\n\n\n<p>Ian took up journalism in school and got into digital marketing when newspapers began exploring content on a digital platform.<\/p>\n\n\n\n<p>He eventually worked for a DTC brand, then moved to a SAAS company before ending up as the editor-in-chief of #paid\u2019s media content arm, Banknotes.<\/p>\n\n\n\n<p>At Banknotes, Ian\u2019s been able to merge his love for writing with his eCommerce experience and SAAS knowledge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">New World Content Strategy<\/h2>\n\n\n\n<p>Ian says the digital space and eCommerce space have gotten crowded, and there\u2019s so much you need to do in order to put out content and own your audience.<\/p>\n\n\n\n<p>He shares their strategy at Banknotes, where they share domains with #paid, thereby bringing in the right readership that #paid wants to attract and market to. This kind of game plan doesn\u2019t focus on driving people to the top of the funnel, but hones in on getting their readers to see #paid as a credible authority on eCommerce and more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focusing on Content Quality<\/h2>\n\n\n\n<p>Blogs shouldn\u2019t be self-serving but should provide real value to the audience.<\/p>\n\n\n\n<p>In the case of <a href=\"https:\/\/ridge.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ridge Wallets<\/a>, the brand acquired a site called <a href=\"https:\/\/everydaycarry.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Everyday Carry<\/a>, which is a site that talks about products for people who love the outdoors. It made sense for the Ridge to acquire the media brand because it put out content that\u2019s interesting to Ridge\u2019s market.<\/p>\n\n\n\n<p>Authenticity is what matters today, and blog posts that are filled with CTAs are not going to cut it. So bringing a content site into the business is one way of leveling up your content marketing<\/p>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">If we\u2019ve inspired someone to take their first step with content \u2013 what do they need to know to give themselves the best chance of success?<\/h4>\n\n\n\n<ul>\n<li>First, identify your audience and find out what they\u2019re interested in.<\/li>\n\n\n\n<li>Second, figure out the channels they\u2019re on and what type of content they consume.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Once you\u2019ve started of course you\u2019ve got to \u2018keep optimising\u2019! So what\u2019s your favourite way to improve content performance?<\/h4>\n\n\n\n<p>The basics are the same, but make sure your SEO is right and that you\u2019re optimising it.<\/p>\n\n\n\n<p>When dealing with content, get into your search console and check that everything is working out.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">If someone listening wants to learn more about content is there one cheap\/free resource you\u2019d recommend?<\/h4>\n\n\n\n<p>Ian says if you have an audio or video piece, transcribe it and make it a part of your content. He recommends a resource he uses which is <a href=\"https:\/\/otter.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Otter.ai<\/a>, a transcription tool that can turn your interviews into articles.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for in content?<\/h4>\n\n\n\n<p>Traditional media arms are going to engage more on non-traditional channels, but as a whole, there\u2019s just going to be more content across different channels.<\/p>\n\n\n\n<p>It\u2019s time to get more creative, produce more good content, and provide value to your audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interview Links<\/h2>\n\n\n\n<ul>\n<li>Check out <a href=\"https:\/\/banknotes.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Banknotes<\/a> and <a href=\"https:\/\/hashtagpaid.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">#paid<\/a><\/li>\n\n\n\n<li>Listen to our past episodes with Ian:\n<ul>\n<li><a href=\"https:\/\/ecommercemasterplan.com\/industry-west-podcast\" target=\"_blank\" rel=\"noreferrer noopener\">289: Maintaining profits when the stores shut with Industry West CMO Ian Leslie<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ecommercemasterplan.com\/ian-leslie-podcast-2\" target=\"_blank\" rel=\"noreferrer noopener\">332: Covid 12 months on with Ian Leslie from Industry West<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/keepoptimising.com\/one-click-checkout-podcast\" target=\"_blank\" rel=\"noreferrer noopener\">059 New Marketing: Improve all your marketing with a One Click Checkout<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><a href=\"https:\/\/ecommercemasterplan.com\/colin-mcintosh-sheets-giggles-podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">Weird Marketing Strategies to 2x your Shopify Store with Sheets &amp; Giggles Colin McIntosh (episode 410)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ecmp.info\/290\" target=\"_blank\" rel=\"noreferrer noopener\">Know more about what Chris Meade is doing over at Crossnet<\/a> <\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Ian on Social media: <\/h4>\n\n\n\n<ul>\n<li><a href=\"https:\/\/twitter.com\/irleslie\" target=\"_blank\" rel=\"noreferrer noopener\">Twitter<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/irleslie\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.instagram.com\/hashtagpaid\/\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"90\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Klaviyo_300.jpeg\" alt=\"\" class=\"wp-image-24679\"\/><\/a><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">Klaviyo<\/a>\u00a0is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. <\/p>\n\n\n\n<p>The company\u2019s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">www.klaviyo.com<\/a>.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download: <\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/jguo87dhg5vqm83\/KO%20129%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ian Leslie is the Editor in Chief at Bank Notes, the media arm of creator marketing platform #paid.&nbsp; With deep experience in both eCommerce AND Content marketing &#8211; we&#8217;re exploring the big strategic shifts to identify what&#8217;s working now. Listen now for free: Getting Into the World of Content Ian took up journalism in school [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":25800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,34],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Marketing Big Picture Content Marketing - what&#039;s next? with Ian Leslie (episode 129) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/ian-leslie-banknotes-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing Big Picture Content Marketing - what&#039;s next? with Ian Leslie (episode 129) - Keep Optimising Marketing Podcast\" \/>\n<meta property=\"og:description\" content=\"Ian Leslie is the Editor in Chief at Bank Notes, the media arm of creator marketing platform #paid.&nbsp; With deep experience in both eCommerce AND Content marketing &#8211; we&#8217;re exploring the big strategic shifts to identify what&#8217;s working now. 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