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Top Of Mind with Stewart Hillhouse

Top Of Mind with Stewart Hillhouse

Author: Stewart Hillhouse

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Want to know what the top marketers and creators are thinking about? Candid conversations with the people who are shaping our culture. Join host Stewart Hillhouse as he talks tactics and insights with top marketers of the time.

topofmind.substack.com
17 Episodes
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I speak with Adam Lambert, the Senior Content and Digital Marketing Manager for Calendly. We touch on:How To Spot Inherent ViralityWhy He's Using Copywriting Foundations For His Video Content StrategyHis Advice For If You're On The Look For a New GigAnd So Much MoreIf you enjoy what you’re hearing, you’ll love the emails I send: stewarthillhouse.com/topofmind Get on the email list at topofmind.substack.com
Globally, mothers are responsible for 80% of consumer spending. Yet, according to Katrina McCarter’s research, over half of mums don’t feel like brands understand them. In this episode, Marketing To Mums expert Katrina McCarter explains how to market your products to the most under-appreciated buying segment out there. We discuss:Why Mum Is The CFO of the HouseHow Mothers Influence Each Other’s Buying DecisionsHer Top Methods For Positioning Your Brand (Without Accidentally Repelling Mums)And so much moreKatrina McCarter is a sought after award-winning international speaker and author of two books; Marketing To Mums, and The Mother of All Opportunities. LinkedIn: (https://www.linkedin.com/in/katrina-mccarter/)Books: (https://marketingtomums.com.au/) Get on the email list at topofmind.substack.com
The music industry has had to deal with serious shifts in the way people pay for music. The result, artists needing to get more creative than ever to give their fans an experience. Cormac McGee (aka. DJ Deadweight) joins me to discuss the ins and the outs of getting your music heard. Even if you don’t have a musical bone in your body, this episode has tons of tactics you can model in your work. We pull back the curtain of the music industry and chat about:Playlist Brokers (Or The Reason You Hear Certain Artists on Spotify)How to Market Your Music to Your 3 Most Important CustomersThe Formula Top Stars Use to Launch a New Song (and Get Triple The Streams)To get a behind the scene look at the making of this podcast, and other exclusive content, go to stewarthillhouse.com/topofmindYou can connect with Cormac McGee (https://www.djdeadweight.com/) through his site and Instagram (www.instagram.com/cormac.mcgee) Get on the email list at topofmind.substack.com
For how much time we spend working in our lives, we sure are terrible at talking about it with others. Terry Schilling breaks down the exact framework he uses before any copywriting project to get his clients speaking clearly about their value. We talk about:Why you need to be very specific when writing on the internetHow to discover who your ideal customer isWhat you need to consider when creating a brand voiceAnd so much more!Check out Terry’s three step guide we talk about in this episode here: https://www.terryschillingwrites.com/howtowritewhatyoudo Get on the email list at topofmind.substack.com
How do you know if you company has a bad name? When your accountant tells you you’re not making enough money. Louise Karch (a.k.a. The Name Whisperer) joins me to give a Masterclass on naming. We cover:The two most important questions you need to ask when testing a new nameHow the sounds we hear influence our emotionsHow to take advantage of our brains wiring to stand out in a crowd And so much more!Her award winning book: Word Glue - How To Find Your Million Dollar Brand Name (https://www.wordglue.co/) will help to guide you and your team on your next Name Storming session. Get on the email list at topofmind.substack.com
My guest today, Taylor Harrington,  makes sure that we get our daily dose of Seth Godin marketing insights as the Director of Digital Marketing at Seth Godin’s Akimbo Workshops. She believes that we're on the brink of something truly magical when it comes to digital communities and connections. We discuss:What makes a healthy online community?Does Imposter Sydrome ever go away?The future of social networks.How Seth Godin's teams thinks about content creation.And so much more.You can say hi to Taylor on LinkedIn (https://www.linkedin.com/in/taylor-harrington/)  be sure to mention this episode. Get on the email list at topofmind.substack.com
Daniel Englebretson talks us through the tactics and techniques of how to pull off an effective account-based marketing strategy. We jump into:How to identify your ideal customers (and build a list for free)What kind of marketing content you should be creating to get the right kind of attentionWhere you should be spending your energy and effortsAnd so much more!Daniel Englebretson (https://www.linkedin.com/in/danielenglebretson/) is an accomplished B2B marketing expert with an impressive track record. His marketing agency Khronos (https://khronos.agency/) works with businesses to generate return on their marketing investments. Get on the email list at topofmind.substack.com
What brands come to mind for these product categories: electric vehicle, tissue, ketchup. I’d be willing to bet you said Tesla, Kleenex, and Heinz. That’s because those three brands all own the categories in which they compete. And what better way to dominate your category than by creating it yourself!In this episode, I’m joined by category designers Kevin Maney (https://www.linkedin.com/in/kevinmaney/) and Mike Damphousse (https://www.linkedin.com/in/damphoux/).Kevin co-authored the Category Creator handbook, Play Bigger, and has written extensively on the topic for Fortune, Fast Company, and The Atlantic. Mike is an experienced sales and marketing executive with two decades worth of experience and numerous businesses under his belt. Together, they are the founders of Category Design Advisors (https://www.categorydesignadvisors.com/). Get on the email list at topofmind.substack.com
Over the last few years, thousands of business to business (B2B) software platforms and tools have emerged. Each promise huge returns in exchange for their large price tags. Jay Baron (https://www.linkedin.com/in/jaysbaron/) joins me today to re-think how much we should be replying on these tools to get our marketing done. He goes deep into: Why you need to simplify your marketing tech stack (and get rid of some tools)How to fix the bottom of your funnel to get conversionsHis thoughts on how to use webinars as a live sales callAnd so much more. As always, Tweet me at https://twitter.com/stew_hillhouse to suggest guests or topics you’d like for upcoming shows. Get on the email list at topofmind.substack.com
If you’re reading this right now, I’m going to assume that you’re pretty bought into the whole podcasting thing. But not everyone has caught on yet, which makes it an opportune time to get started growing your business with a podcast. Erik Jacobson is the founder of Lemonpie (https://lemonpie.fm/), a full service podcast company. Previously, he assembled one of the best collections of business podcasts ever called Startup Mixtape (https://www.startupmixtape.fm/). In this discussion we cover:Why every business should consider starting a podcast (for internal and external reasons). What are some new business models that are evolving in the podcast space. How Erik strategizes a podcast launch to reach the ideal audience. And so much more. As always, let me know who you’d like to see on the show next by reaching out to me on Twitter (https://twitter.com/stew_hillhouse). Get on the email list at topofmind.substack.com
Public relations often spark images of Spin Doctors, 1970’s advertisers (think Mad Men), or Olivia Pope rushing in to save the President from a media frenzy. Liz Duff joins me to explain why that’s just not true by debunking The 5 Misconceptions around PR. She also lays out the strategy that she’s using at SalesRight (https://salesright.co/) to get the founder tons of earned media through being a podcast guest. PR and marketing are not the same thing - but if you can learn to do both, you’ll be able to earn more traffic than you’ll know what to do with! Get on the email list at topofmind.substack.com
When you’re tasked with understanding the needs of over 40M monthly unique visitors, you develop a skill for figuring out what kind of content people want to see. Previously, Jim Thompson was the Chief Audience Officer at Billboard Media Group, managing the audience across properties like Billboard Top 100, The Hollywood Reporter, Spin, Vibe, and Stereogum (https://www.billboard.com/). He is now the Analytics Advisor to Team Gary Vaynerchuck (https://www.garyvaynerchuk.com/). We chat about: How to ask better questionsWhat exactly is Small Data?Where he sees media moving in 3 yearsEnjoy! Get on the email list at topofmind.substack.com
QuHarrison Terry doesn’t only speculate about the future - he creates it. As Growth Marketer for Mark Cuban companies and founder of Inevitable / Human, he knows a thing or two about how to think about what makes a future thinker. Find him online at https://twitter.com/QuHarrison and https://www.linkedin.com/in/quharrison-terry-728b3a89/We discuss how he would build a growth marketing strategy for a company seeking users, where he sees opportunity, and just how close we are to a hardware agnostic world. He also generously is offering listeners of this podcast a super-discounted rate to give Inevitable / Human a trial. Head to 1q9x.com to get your first 3 months of membership for only $3. Get on the email list at topofmind.substack.com
When it comes to writing copy or choosing the photos for a campaign, the last thing any marketer wants to do is start a focus group. But if you make feedback and data collection part of your customer experience mapping, then making creative decisions can be a snap. Clay Ostrom is the founder of Map & Fire, where he helps businesses create a smart, data driven brand. On this episode, we chat about: How to use data to make better creative decisionsWhy marketing and the founder need to have alignment on the purpose of the businessWhat data every marketer should be collectingAnd so much more.Enjoy! Get on the email list at topofmind.substack.com
If you’re a one-person marketing team, then this episode is for you. Sarah Noel Block has made a name for herself by serving a specific type of marketer - a tiny marketer. Though their teams may be small and their budgets, even smaller, tiny marketer's punch way above their weight class to drive serious business outcomes.Sarah Noel Block is a writer, the founder of tiny marketing, and the marketing manager of the Chicago Faucet Company. Get on the email list at topofmind.substack.com
It shouldn’t matter if you’re a B2B or a B2C brand - video is a trend that isn’t going away anytime soon. And what better time to get started - my iPhone now takes better videos than my super nice DSLR from a few years ago. In this episode, founder of Zest Media Productions Gabe Roy breaks down what videos are a MUST have for all businesses. If you like what you’re hearing, then you’ll love what else I’ve got cooking. I’m going to be releasing exclusive behind-the-scenes audio, video, and written content inspired by these podcast episodes. Plus, it’s also where I’ll share with you my swipefiles and candid takes on marketing seen in the wild. Click here to get immediate access to the archived library and to be notified when new podcast episodes drop. Cheers,Stewart Get on the email list at topofmind.substack.com
So, to get the ball rolling, I’m uploading this cheesy trailer to turn the feed on. I’m thinking that an episode on how to get a podcast started would be helpful to a lot of people, because frankly, it’s complicated. In the meantime, be sure to sign up to know exactly when the first episode of the podcast drops. Cheers, Stew Get on the email list at topofmind.substack.com
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