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Grounded Content - content strategy, marketing, and content creation
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Grounded Content - content strategy, marketing, and content creation

Author: Marion Abrams

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Tactical & effective meets grounded & honest in content creation, marketing, and content strategy. Real, practical, no B.S. advice, along with conversation about the lines between persuasion and manipulation in strategic content and marketing. I search out insights, strategies and tactics from the most accomplished thinkers and doers in the field.

My name is Marion Abrams. And for my entire 30 plus year career, I've been working behind the scenes telling stories, selling products, promoting people, and communicating ideas. I'm coming out from behind the mixer and getting on the mic to talk about something I'm really passionate about, and I truly believe in. The idea is that you can market, message, tell stories, sell brands, products, people, ideas, nonprofits and events, authentically.

That's what I mean by grounded content.

I've worked in production in video as a shooter, a writer, a producer, a director, and editor, as a social media manager and consultant. And as a behind the scenes Podcast Producer. I've worked on network shows, documentaries, commercials for clients like Blue Cross, the US Ski Team, the Vermont lottery, National Grid, and Land Rover and seen my work on all the major networks.

In 2014, I partnered with Joe De Sena. He's the founder and CEO of Spartan, which is now the world's largest endurance brand. He came to me and said let's do a podcast. Together we designed the concept, strategy, and format for the "Spartan Up podcast." We built it from an audience of zero to more than 40 million downloads and views and over 800 episodes. We've had lots of incredible guests you've heard of, and many you haven't heard of yet.

Today, I'm starting my own podcast "Grounded Content", holistic, authentic, grounded, effective content. I interview leaders in the content marketing, marketing, and messaging business, and share my own experiences to help you create content that's effective, grounded, authentic, and purposeful. Whether your goal is to sell a product or to express an idea.
56 Episodes
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Are you an expert looking to get your work published in top magazines and journals? In this podcast episode, Erica Holthausen explains how to make it happen.    We talk about: The traditional way of getting published in high-profile publications, such as relying on connections or having a good publicist, is not as necessary as it used to be. Publications like Inc, Forbes, and Entrepreneur have a large need for content to drive traffic and advertising revenue, and they often rely on experts to provide this content. But how do you become one of them? Strategies for overcoming writer's block and grabbing the reader's attention. The ineffectiveness of the traditional five-paragraph essay structure and the importance of understanding the reader's perspective. Why you need to do research on the publication you're trying to get published in  Why you need a swipe file of headlines that resonate with you. Ways to overcome writer's block  How to make sure that an article grabs the reader's attention. What is a “Body of Work” and why do you need one? Quotes: "The five paragraph essay is garbage, It does not encourage critical thinking, there are a whole bunch of things about it that don't work." "If you have a clickbait headline, designed to get people to click, and then you don't deliver on what you promised, in that headline, you are blacklisted." "Their time is more valuable than yours every single time." "You have to understand what they're going through and make the articles skimmable"   Website: Catchline Communications: https://catchlinecommunications.com/ Book mentioned: "Save the Cat" by Blake Snyder.   Connect with Marion Abrams: Instagram: https://www.instagram.com/madmotion/ Twitter: https://twitter.com/Madmotion LinkedIn: https://www.linkedin.com/in/madmotion/ Website: https://www.madmotion.com/
Are creativity and productivity at odds with one another? Today on” Grounded Content” host Marion Abrams asks Gregg Clunis, host and producer of "Tiny Leaps, Big Changes," to explore the relationship between these two seemingly conflicting forces and to share what his work in self development can teach content creators.  Discover the keys to consistently creating good work, find out how to get out of your own way and be productive as a creative, and gain insights from a veteran podcaster and independent creator on how to motivate yourself. Plus, explore the role of self development in boosting creativity, AND where those strategies fall flat. The key -  identify and work with your own creative process.   There are a TON of lessons in this episode, here are just a FEW of them: It's important to take time to understand your own creative process and figure out what productivity looks like for you. As a self-employed person, it's important to remember that you have the freedom to work as much or as little as you want, as long as you can afford it. This can help you avoid burnout and maintain a healthy work-life balance. Pairing with a partner or accountability buddy can significantly increase the chances of success when building new habits or working on a project. It's important to question and examine common advice and beliefs, including those related to productivity and consistency, to see if they truly align with your own goals and values.   Connect with Gregg https://tlbc.co/ Gregg’s book https://amzn.to/3ChXv4Y   Connect with me: Instagram: https://www.instagram.com/madmotion/ Twitter: https://twitter.com/Madmotion LinkedIn: https://www.linkedin.com/in/madmotion/ Website: https://www.madmotion.com/
Listen to the episode intro and you'll see I decided to try some AI content tools out.  The tool I mention in the show that is specifically for show notes is down today, so I decided to use ChatGPT for these show notes.  Unfortunately ChatGPT only knows what I tell it about the episode ... which means I basically have to write a description of the episode in order to get it to write a description of the episode ... but here's what it came up with when I asked for a "catchy title and episode description." Title: "Unleashing the Power of Effective Content Teams with Christoph Trappe" Description: In this episode of Grounded Content, we sit down with Christoph Trappe, Director of Content Strategy at Voxpopme and author of "Content Performance Culture." We discuss the importance of creating good effective content teams and cultures and how to unleash the full potential of your team to drive results. Christoph shares his insights and expertise on building high-performing content teams and creating a culture that supports and encourages great content. Tune in to learn how to take your content to the next level. You can find Chrristoph Trappe on Linkedin https://www.linkedin.com/in/christophtrappe/ And you can fine me on Linkedin too https://www.linkedin.com/in/madmotion/ Thanks!! Marion      
A producer, podcaster, and PR expert Cristina Mercello has worked in radio and podcasting, and is currently a booking manager for Podchaser's Connect program. Christina is passionate about helping content creators get attention for their work. We are always looking for ways to get attention for our content,  products or campaigns. One way to do that is through a well-executed PR campaign. A big part of that is making sure you have a great pitch. I spoke with Cristina Marcello, who is a PR expert, about what makes a good pitch. They said that it's important to make sure that your pitch is not all about you, but is about how you can add value to the person you're pitching to… and their audience.  You need to do your research and figure out what their audience is interested in, and then make a connection between that and what you're offering.  "The more you give to other people, the more you help uplift other people, the more you're attracting good. Let's call it energy." - Cristina Marcello Here are some of the things we cover:  How to make your pitch more effective by adding value to the person you're pitching to. The importance of research in determining what an audience is interested in. The difference between pitching to radio and pitching to podcasts, and how each platform requires a different approach. Connect with Cristina: On Linkedin https://www.linkedin.com/in/cristina-marcello/   Connect with me: Instagram: https://www.instagram.com/madmotion/ Twitter: https://twitter.com/Madmotion LinkedIn: https://www.linkedin.com/in/madmotion/ Website: https://www.madmotion.com/  
Are WEB3 and Community the same thing? How do you build a community is that different from an audience?  In this episode you will learn:  What does community building really mean, and how do you do it effectively? What are the benefits of building a community versus simply building an audience? What are the different types of community, and which is right for you? "Building community is the hot topic in digital marketing and content right now, especially around the development of Web Three. But what does that really mean and. How do you do it?" Heather Parady is a restless creative who is an avid explorer of how to build community and what that means both philosophically and tactically. She has been running communities for several years, but when she started learning about Web 3 she started thinking about it more deeply. Heather has developed influential communities, co-hosted NFTs for Newbies, and has been hired by some big brands as a community building consultant.   Are you struggling to build a community that feels meaningful and lasting? If you're feeling lost and frustrated, this episode is for you. You'll learn Heather Parady's philosophy on community building, so that you can create a community that is built on purpose and belonging.   Find Heather Parady: https://www.heatherparady.com/ Heather in Instagram https://www.instagram.com/heatherparady Heather on Twitter https://twitter.com/heatherparady Connect with me: Instagram: https://www.instagram.com/madmotion/ Twitter: https://twitter.com/Madmotion LinkedIn: https://www.linkedin.com/in/madmotion/ Website: https://www.madmotion.com/   Editor https://www.linkedin.com/in/linah-macharia
How to Land Compelling Guests for Your Show with Reena Friedman Watts How do you find hard to find guests and book them? When should you think twice about sharing a great story? How did they get those Jerry Springer guests?  Reena Friedman Watts worked on controversial and exciting TV shows, including Jerry Springer and Court TV.  She has great insights into booking guests. She is the host of the Better Call Daddy podcast, and her company is Megawatt Productions. When looking for guests, Reena advises starting conversations around what you're interested in. This way, the right people will gravitate towards you.  How to find and land celebrity and non-celebrity guests for your show. How to effectively use social media platforms to connect with guests. How to make decisions about what stories to pursue and how to handle sensitive information. LINKS: Reena's Podcast BetterCallDaddy.com Find Reena on Linkedin Linkedin.com/in/reenafriedmanwatts Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/   Hosted and produced by Marion Abrams Thank you to Stephanie Fuccio for editing on this episode  
How do you expand your reach? Should you add email? Podcasting? Write a book? Up your social or networking game? Increase engagement? Probably all of those.  In this episode advice from 8 content pros for you: Guests on this episode: Jared Easley co-founder Podcast Movement shares advice for effective networking and growth https://podcastmovement.com/   Jay Wujun Yow "The Engineer” Producer for The James Altucher Show with remote recording tips https://notepd.com/profile/jay_yow07   Spencer Carpenter Podcast Booking Agent on how to get more guest appearances https://www.outlieraudio.com   Nate Hambrick from Self Publishing School on writing your first book (his book https://www.crushyourkryptonite.com )   Mark Deal co-creator of Podcast Editor Academy tells podcasters what their editor wishes they knew    Kelsey Johnson from AWeber on email list building (her Twitter https://twitter.com/kelseycolorado)   Pat Cheung CEO (Chief Engagement Officer) of PodInbox with tips for audience engagement https://podinbox.com   Christina and Frank Sasso Founders of New Pod City on growing your podcast  NewPodCity.com   And at the end of the episode, I will share a wrap up of my biggest takeaways from the event, what I learned and what it's got me thinking.  Here's the podinbox link I mentioned https://podinbox.com/grounded Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html   Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/   Hosted and produced by Marion Abrams Edited by Linah Macharia  
What makes me crazy about podcast coaches? Should you use video when you record interviews? Should you publish the video?   Today I share an excerpt from the weekly experiment in live content www.podcastingcontent.com I'm cohosting with Puala Jenkins.    
How do you think about your content?  What comes first, the business, or the creative? For those of us who create content for a living, you can't have one without the other. You may know Chris Stone through his show with Jim Fuhs called Dealcasters. It's a show for content creators on Amazon live. We talk about all of that, how he and Jim are using Amazon live as a platform for Dealcasters and how they became profitable in about a year.  But we talk even more about the human side. What does it mean to be a content creator? What does it mean to be on a journey of continuous improvement?  One of the things we realized is that creating your own content is like the best sports video analysis. It's a fast track to self development, if you let it be.  "if you want to get better, you got you've got to do it. You've just got to do it. You've got to watch yourself. You've got to listen to yourself.  And don't beat yourself up for it." More about Chris http://ChrisStone.Contact   Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/     Hosted and produced by Marion Abrams Edited By Kris Zarnoch
I’ll take you with me to Podfest Expo 2022 in Orlando. Think of it like a vlog but without the video, you'll hear from the show floor at Podfest and from YouTube experts,  live streaming experts, Podcast Network experts, and storytelling experts.  Guests on this episode: Roberto Blake - Creator, YouTube educator, Founder "Awesome Creator Academy" author "Create Something Awesome" Glenn Hebert  (Glenn the Geek) - host of one of the longest running daily podcasts in the world and owner of Horse Radio Network Tom Schwab - Interview Valet Founder and author of "PODCAST GUEST PROFITS" David Allen Moss -Chief Creative Officer at Evergreen Podcasts Darien Southerland - CEO BG Ad Group Edward Panas - Co-host / Producer Selling Sarasota   And at the end of the episode, I will share a wrap up of my biggest takeaways from the event, what I learned and what it's got me thinking. The format of this episode is kind of a creative experiment for me. I was having fun with it. And I want to know if it works for you.    LINKS Roberto’s Book https://amzn.to/3xd0XvM Roberto’s  podcast “Create SOmething Awesome Today” https://podfollow.com/1006743050 Horse Radio Network https://podfollow.com/384081509 Interview Vallet https://interviewvalet.com/ Evergreen Podcasts https://evergreenpodcasts.com/ BG Adgroup http://bgadgroup.com/ Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html   Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/   Hosted and produced by Marion Abrams
Do you wonder how to future-proof your content? Should you be riding the waves or planting your feet firmly and staying grounded? The answer is both. Stay curious and grounded. Stay on top of the information about new platforms, new trends, and new technology, but grounded in your essential self, your essential message your essential brand.    Jon Oustaev shares his insights about  Finding success on Instagram Reels Growing on tick tock  Why the first three seconds matter and what to do with them The four E's, what they are, and why they matter.  We also talk about a post that went viral. It was based on a fake Elon Musk tweet meme. A post I made about that viral tweet on LinkedIn the other day spurred some really interesting conversation that got me thinking about where the lines are between fake tweets, jokes, memes, misinformation, and fake news. It's something important to think about and to be talking about. Here are the links if you want to chime in or just read along: My ORIGINAL POST: https://www.linkedin.com/posts/madmotion_elonmusktwitter-viralpost-groundedcontent-activity-6927669471675338753-KnSF?   THE RESPONSE:  https://www.linkedin.com/posts/madmotion_yesterday-i-shared-about-a-successful-viral-activity-6928003003798982656-RlD4?   More about Jon Augmen Media https://augmenmedia.com/ Augmen Media on Instagram https://www.instagram.com/augmenmedia/ Augmen Media TikTok guide https://augmenmedia.com/2022-tiktok-guide   Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html   Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/   Hosted and produced by Marion Abrams Edited by Kris Zarnoch
Practical communication and story tips from Storymode founders Beth Nyland, Corporate Poet & Cutter of C.R.A.P. and Jill Pollack, Chief Story Wrangler. 
 More about them: https://instorymode.com/ 
 Thank you to O’Brien McMahon for the introduction ( his podcast https://peoplebusinesspodcast.com/marionabrams/ ) and to Alex Perry for introducing me to O'Brien ( https://pswithalex.com/ ). 
 Find more Grounded Content episodes https://podfollow.com/groundedcontent 
 visit my website: GroundedCreators.com 
 Join the email list https://madmotion.us19.list-manage.com/subscribe?u=0bd1d0c0d558a161e62255af1&id=d30ae48889 
  
Here are a few ways to find out and a few tools to make it better.  This is a short and to the point solo episode.   Get monthly email round-ups and a few announcements here: https://www.madmotion.com/groundedpodcast.html   Follow Marion on social - she talks about content strategy, content creation, podcasting, Spartan & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/   Edited by Kris Zarnoch    
Jeff Gomez, Chief Content Officer at Iceberg Theory and CEO of Starlight Runner, is one of the world’s leading experts in story and narrative design. Jeff has teamed with top creators on such properties as Avatar, Pirates of the Caribbean, Halo, and Spider-Man and has written and co-produced hit comic books (Magic: The Gathering), video games (Turok, N64) and animated series (Hot Wheels, Mattel), global ad campaigns (Coca-Cola Happiness Factory), virtual productions (Pelotonia: Legends Live), and immersive experiences (Star Wars: Galaxy's Edge, Disney).    Story is everything. I invited Jeff Gomez on to talk about story, about brands, about culture hacking, and culture Jamming.  This interview will help you think about how you develop effective story, but also the role that story plays in our culture and society.    Starlight Runner https://starlightrunner.com/ Iceberg Theory https://icebergtheory.co/ Jeff Gomez on Twitter https://twitter.com/Jeff_Gomez Jeff's podcast The Cosmic Streetcorner https://podfollow.com/1603723198   Work with Marion www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show   Follow Marion on social - she talks about content, podcasting, Spartan stuff & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/  
Tom Schwab of Interview Vallet is an expert on what it takes to get valuable bookings on podcasts. In fact interview valet has a success rate of 50% on their podcast guest pitches. We talk about the value of getting on podcasts, of having great conversations, how you should choose podcast guesting opportunities, and how to get ideas to go viral.   He says "The best things in life that I have ever gotten did come through a funnel. I love automation, there's a point for it. But it's got to start with a human conversation. And I think if we look at our most valuable relationships, our most valuable customers, our most valuable partnerships, they all started out with a conversation."   Tom's resources https://interviewvalet.com/Grounded   Join the Grounded Creators email list (I send out a monthly round-up of the most valuable content from Grounded Content and from other sources that I watch and listen to.) GroundedContent.show http://GroundedContent.show/   Learn more about working with Marion GroundedCreators.com http://GroundedCreators.com/     Thank you, as always, to my editor Kris Zarnoch https://kmzencreative.com/
Get more listeners for your podcast, try some of these 15 ways to grow your audience.  Podcast producer Paula Jenkins helps me run thorugh the list.   Work with Marion www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show   Follow me on social - I talk about content, podcasting, Spartan stuff & life in Vermont.  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/
Trust online is at an all-time low, and with good reason. But we still trust the people we KNOW, our community. A broadcast professional since 1992 Jackie MacDougal now runs the "Grown-Ass Women's Guide" community.  We talk about what community is, online and off, and how brands and their content can benefit from community - for support, for amplification, for market research and, for content ideas and creation.   "Community is connecting with people and making them as excited about what you do as you are hearing from them!"   Connect with Jackie https://grownasswoman.guide https://www.facebook.com/groups/grownasswoman.guide   https://instagram.com/grownasswoman.guide   COnnect with Me Work with me: www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show Follow me for more ideas and tips at  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/
CEO Video Marketing World and YouTube consultant Scott Simson breaks down what makes a successful video on YouTube. How do you grab attention, keep attention, create effective content and generate success using YouTube? "95% of selling or motivational speaking is mindset. And so there are a lot of ways to help people create any epiphany. And that's really what does the selling for you. So storytelling is an incredible tool for helping people create any epiphany in their mind" says Scott. This episode is like a mini-course on how to YouTube well! Scott's Facebook Group https://www.facebook.com/groups/videomarketingworldhq Video Marketing World https://www.videomarketing.world/   Work with me: www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show Follow me for more ideas and tips at  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/
It's really about finding ways to take what you are excited about and pass it on.  Take one interview and share it in these 5 ways to amplify your exposure. Find out about working with me: www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show Follow me for more content and tips at  Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/  
Paula Jenkins is an accomplished podcaster and podcast producer with a background in advertising.  She joins me on Grounded Content to talk about starting a podcast.  You can find the second half of our conversation on her podcast "Joy of Podcasting" https://www.paulajenkins.com/joyofpodcasting/podcast-editing-publishing-and-promoting-with-guest-marion-abrams-of-grounded-content Get on the waitlist for Marion’s classes: www.GroundedCreators.com Get Grounded Content [FRIEND] Swag at www.GroundedContent.Show   Find out more about Paula Jenkins https://www.paulajenkins.com/ Follow Marion Abrams Instagram https://www.instagram.com/madmotion/ Linkedin https://www.linkedin.com/in/madmotion/
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