Latest / Content, Briefly / Rachel Bicha on the Four Types of Content We Aren't Using Enough

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Rachel Bicha on the Four Types of Content We Aren't Using Enough · Content, Briefly

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  Hi, everybody, and thanks so much for tuning in to another episode of Content Briefly. I'm just doing the intro today, and then you won't hear from me anymore because today Chloe Thompson is taking over.
• 1:03
  You've heard Chloe in some of our recent episodes. She's awesome. We love having her on the podcast. And so today she'll be interviewing Rachel Bica. Rachel is a freelancer, and she sends a newsletter.
• 1:12
  A few weeks ago she sent a newsletter, and the title of that was Four Types of Content We Are Not Using Enough, and this made its way into our Content Briefly Slack channel.
• 1:22
  We said, "Hey, we should have Rachel on the podcast to talk about this." So here we go. Like I said, Chloe will be interviewing her.
• 1:28
  Really excited for so many reasons to have new voices on this podcast, new perspectives. I am selfishly really happy to get to enjoy this episode as a listener. I thought it was a great conversation.
• 1:38
  I won't tease it too much. You kind of understand the gist of it now, but I'll let Chloe and Rachel take it from here. Just a quick plug also for Superpath Pro.
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• 2:08
  I'll get out of the way now. Please enjoy this episode with Chloe Thompson and Rachel Bica. All right, so really excited to be hosting my first guest interview with Rachel Bica today.
• 2:20
  She's also a Boston girl just like me, and Rachel has been in freelancing for...
• 2:25
  Well, she'll tell us a little bit about her history, but her tagline on LinkedIn, which I love, is she's an analog girl in a digital world, which obviously makes me want to start singing "Material Girl"- [laughs]...
• 2:35
  but also makes me super curious to learn more about her content theories and philosophies and how she approaches content. So that's what we're gonna be talking about today.
• 2:45
  But first, Rachel, tell me how'd you get started in freelancing and kinda what's your specialty? Yeah. So I got started in freelancing actually on the side of my full-time work.
• 2:57
  A coworker at the time had referred me to someone who was looking for a freelancer, and I kind of freelanced off and on the side for years of my full-time work until I realized, like, "Hey, I'm actually really enjoying freelancing more than I'm enjoying being in-house."
• 3:12
  And I was turning down a lot of projects because I was busy with my full-time work.
• 3:17
  [laughs] So I went full-time with freelance almost four years ago now, and I specialize in content and strategy for B2B SaaS teams and startups, especially long-form or experiential content. Awesome.
• 3:29
  And I'm a B2B SaaS as well, so lots to dig in there. So I know you can't name a favorite client- [laughs]... but just what are some kind of exciting projects that you're working on right now? Yeah.
• 3:39
  So I love working on long-form research.
• 3:43
  I've done a couple of research projects this summer where I've really gotten to, like, dig into the company's data and then create some narrative from it, pull out some key stats, and figure out what their clients are going to find most interesting about the studies they did.
• 3:58
  I love doing stuff like that. But I've also been offering something new, which is doing more content experiments with startups, which has been super fun.
• 4:08
  I've learned so much from it, and it's also a really effective content strategy for startups when they don't really know what will work for them yet. So both of those are on my plate these days. I love doing those.
• 4:21
  And I've also started a print newsletter this year, which has just been super, super fun. Which definitely nods to your tagline being an analog girl. But- Yeah...
• 4:28
  I just wanna kind of read this quote on your profile because it just made me kind of stop for a second.
• 4:34
  And this is, "We're all worn out, bone weary of the digital sludge that started long before AI but definitely hasn't been helped by it. Meaningful content stands out because it takes a stand.
• 4:45
  It says something that matters." Like, what a statement. Yeah. Tell me what you mean by that. Yeah. I think, I mean, meaningful content to me, it says something that matters.
• 4:57
  I mean, I know I said that there, but I think a lot of content, especially in B2B, is just kind of repeating what's already out there, or it's repeating a well-known idea or a well-known tactic.
• 5:10
  Something, content that's meaningful makes you have a reaction. It makes you say, "Wow," or, "Oh," or, "Hmm," or, "That's not right," or, "That's totally right." But a lot of content just doesn't cause a reaction at all.
• 5:25
  We just kind of scroll past it or it's kind of invisible to us. Meaningful content makes you react in some way, and we can use that poorly, [laughs] as many people do on social media, rage bait or things like that.
• 5:39
  But we can also use it in really human ways to connect with other people and to share ideas that matter to us. Got it. And I think that it's that scroll-stopping moment, right?
• 5:51
  And that can be done, as we'll kinda dig into now, like, by format. That can be the actual words that you use. That can be...
• 5:58
  So there are lots of ways to kind of create that scroll-stopping moment and to create, like, that reaction and that emotion. Mm-hmm.
• 6:04
  And I am with you, and there's a lot of ways that you can add kind of that soul back into B2B.So your newsletter, The Creative Side, it explores how we can create, write, share things that matter to you, whether that's your business or your brand.
• 6:19
  So recently you called out four different types of content that we don't really use enough in B2B, and I'm 100% with you on this. So I'm gonna call them out.
• 6:28
  You said print, short pithy blogs, serialized content, and people focused stories.
• 6:34
  So I wanna walk through those quickly, because they really stand out to me, and I love the fact that you're trying to experiment, trying to kind of break the mold, and I think more B2B businesses should be doing this, so obviously if they need a freelancer to do it- [laughs]...
• 6:48
  they should get in touch with you. Definitely. Let's start with, uh, with print. I actually started in print. Oh, I didn't know that. Yeah.
• 6:56
  I actually worked with Jimmy at a content marketing agency, and my role was to help managing editors on a bunch of different magazines, and that was, like, my first full-time role. That's awesome.
• 7:07
  That was all I wanted to be, like, magazine editors. I have a soft spot for print, and I am seeing it make a comeback, but particularly in fashion. Mm. Like Chanel, Dior, the big powerhouses, and I get that.
• 7:19
  There's gorgeous photography. Yeah. There's, like, those manicured settings. But, like, what's the appeal for B2B to try to get into on the print wave? Yeah.
• 7:28
  I think, you know, one thing is, for one, it's a major pattern disrupt. Like, in B2B especially, everything's been digitized. Everything happens online. Nothing's printed anymore. You know?
• 7:40
  Like, you don't get mail, you don't get catalogs. So especially if you work in this, like, very digital tech sector, it's just so novel. It feels so different, and almost kind of, like, nostalgic.
• 7:54
  And so it's just, it totally disrupts what people are expecting, and it stands out, so it makes it harder to ignore. That's one thing. It's also a completely different medium. Like, online we're really...
• 8:07
  The digital world is suited to, like, things that are fast, quick, easy to digest. It's a fast food world. Nothing wrong with that. We all love some fast food sometimes.
• 8:17
  But print is more suited to, like, stuff that is long, something you have to focus on, something that has a little bit more literal weight [laughs] to it. But I think those are kind of the two big pieces.
• 8:29
  Like, if you have something that you really want people to pay attention to that requires a little bit more focus, that has a little bit more depth to it, it's just going to get engulfed by the sea of everything that's online.
• 8:44
  But if you print it out and send it to somebody, they're going to be like, "What is this coming to me in the mail?" You practice what you preach, because you run a print... I was, like, fascinated by this.
• 8:55
  [laughs] I was like, "She actually sends out mail?" Alongside your digital newsletter. And from what I read, it's actually doing, like, better than your digital.
• 9:04
  Like, so have you gotten, like, those thank you notes, those wow moments from people being like, "I sat down with my cup of coffee and saw your illustrations"? Like, what's kinda been the reaction to that? Yeah.
• 9:15
  So I started a print newsletter earlier this year as an experiment, and I have been super just blown away by the reaction that I've gotten to it. People absolutely love it. They're like, "I really look forward to this."
• 9:28
  I hear from people every month that are like, "I read your newsletter on Saturday with my coffee," or, "I've been waiting for your newsletter and it finally got here. I hung your newsletter up on the wall by my desk."
• 9:41
  Someone messaged me last month and was like, "I started getting back into Sudoku after I got your latest newsletter that had a Sudoku in it." And yeah, I think it's different. It's nostalgic. It's fun.
• 9:54
  Like, I think people, as I say on my profile, like, I think people are really overwhelmed by the just sheer amount of things that come at us every day from the internet, and getting one piece of something [laughs] that's printed out, and you can kind of see, like, this is where it starts, this is where it ends, it's so much easier to have an experience with that that's positive and memorable.
• 10:20
  Kinda like a value add for- Yeah... for the person who's receiving it. It's like you're in our little exclusive club or community. Like, anyone can discover our blog, but you get this printed newsletter or magazine.
• 10:34
  Yeah. An element of exclusivity to it. And I've talked to folks who are doing it in B2B as well. A team printed their, like, annual benchmark study, and they allowed folks to request it. It was gated.
• 10:46
  They could either request, like, a print or a digital copy, and I guess their print copies, like, sold out immediately. Like, everyone requested the print version. And I just think it's super fascinating.
• 10:57
  You know, we don't think of it as an option, so we don't do it, but it's actually something that there's a lot of appetite for. Yeah.
• 11:04
  So the other one that you talked on in your newsletter was you talked about thought leadership, and then you talked about more B2B companies should be doing microblogging. Mm-hmm. Sort of shorter, thoughtful blogs.
• 11:18
  But, like, can't help notice that both of those- [laughs]... lead with the word thought. Yes. So what's the difference between, you know, I guess your typical thought leadership and the shorter kind of microblogging?
• 11:29
  Yeah. So thought leadership is obviously, like, a huge term that people use all kinds of different ways, and there's obviously a lot of ways to make thoughtful content. It could be long, short, any format.
• 11:41
  But I think with blogging in particular, we've kind of over-indexed blogs to mean, like, a super long form article with a ton of research, and insights, and quotes from SMEs.
• 11:54
  And those formats are super important, and I love working on them, and you should definitely keep doing them if you're doing them and they're working for you.
• 12:03
  But I think we've kind of tried to start with that, and then we've kind of tried to, like, sprinkle some thought leadership into that.And I just don't really think that that works.
• 12:13
  I think what is more effective is to do those long form research based data, et cetera, SEO, do that,
• 12:23
  but then also have a separate space where you're really just sharing your thoughts and what you're learning and what ideas are behind your brand or behind the founder of your brand or whoever is running this.
• 12:36
  And that's where micro blogs can really play a huge role on the ideas and sharing and connection side that really give your brand, like, a true personality versus just, like, a veneer of a personality.
• 12:50
  I think we have made blogs into something that have to be, like, completely comprehensive every time, but, like, you're not an encyclopedia, you know? Like, you don't have to put- Right...
• 12:59
  every piece of information that exists into this blog post. Yeah, and I think a lot of... I mean, we'll talk about this later, but it's so many B2B brands are so scared to show personality- Mm-hmm...
• 13:10
  and show, like, a face behind things sometimes. Yeah. And that just confuses me.
• 13:15
  And I'm gonna just kind of shout out to a podcast that we did here where Jimmy, Eric, and I respectfully argued about where these, you know, micro blogs, newsletters, pithy thought leadership, like, one idea pieces should live, whether it should be on your website or whether it should be a separate Substack or whether it should be in social, and my answer was kind of do it all.
• 13:41
  Like, where's your audience gonna be? Yeah. I was like, "There's no reason not to have it on your website and within your blog editorial calendar." Mm-hmm. Like, I love those kind of bits of human.
• 13:52
  So sounds like we're on the same page with that. Yeah. I think, you know, I think I'm with you.
• 13:57
  Like, there's no reason not to distribute that content wherever it makes sense for your audience, but I'm definitely a firm believer that you should have content somewhere that you own.
• 14:07
  So if you're only doing a Substack or you're only writing on LinkedIn, there's some definite cons to doing that.
• 14:13
  And then I think one of the other things you touched on was serialized content, and I feel like this is getting a lot of air time recently. And of course, I just think of, you know, Netflix binging. Mm-hmm.
• 14:24
  I mean, I just binged on Amazon Prime this summer. I turned Pretty- [laughs]... Caught Up in three seasons in, like, a week, so you can tell where my priorities are.
• 14:32
  [laughs] But so how can B2B marketing kind of capture that demand and that same momentum? Yeah.
• 14:40
  I think the big idea behind serialized content is the goal is that you wanna create something that people are going to come back for, right?
• 14:49
  So much of B2B content is organized around a topic or a keyword or something that the company needs, and it's just kind of a one-off thing that's not really connected to anything else in the ecosystem, versus if you can think about things in an, in a serialized manner, the format doesn't really matter, right?
• 15:09
  It could be a video. It could be written. It could be a podcast.
• 15:13
  But the idea is that you're creating a narrative that flows from each piece to the next so that when someone gets to the end of that piece, they're like, "I can't wait to find out what happens next," right?
• 15:24
  Like, "I need that next episode. I need to keep binging this." So there's obviously... I mean, there's so many ways that this could work for B2B.
• 15:32
  I rarely see folks do it, but you could do, like, a six-part deep dive into how one of your customers built their business. Obviously, it has to be the whole story, right? It can't just be how they used your software.
• 15:45
  Mm-hmm. But, like, this whole story can unfold over these six episodes, or maybe you're gonna do, like, some investigative journalism related to your beat, to use a journalism term.
• 15:57
  [laughs] So, like, if you're a tech company that makes a time tracker, maybe you're gonna investigate, like, some underground community of people who's, like, working three jobs at the same time and what their lives look like and the legality of that and, you know, maybe you're gonna investigate that, maybe you don't wanna touch that with a 10-foot pole.
• 16:13
  [laughs] Or maybe you do, like, a story about how time looks different across all these different cultures.
• 16:21
  Like, whatever it is, there's a ton of directions that can be more or less related to your product and what you're selling, but the idea is that you're looking at people, you're looking at these stories, right?
• 16:32
  They have a beginning, middle, the end. They have a hero's journey or a story arc, and you're placing that into a series.
• 16:40
  It's a series of episodes, whatever format those episodes are in, so that people are relating your brand to that story, and more importantly, coming back for that content and relating your brand with that good feeling they get from experiencing that story and connecting with those stories.
• 16:57
  I love that, and I think we definitely have to shout out Tommy Walker- Absolutely... in this because I think- Yes... he's kind of the mastermind of this. He is.
• 17:04
  So if you're not already following him for kind of how to nail this narrative flow and this serialized moment, like, I've learned a ton just from reading his LinkedIn stuff, and I know he offers courses and everything.
• 17:16
  So... Yes. He is a master at narrative design, and I think he has a course or a workshop out right now that's kind of all about how to do this. Yeah.
• 17:26
  And I can't remember, are you also a journalism, like, former journalist or...? I'm not, no.
• 17:32
  I was an English major, but at my school, the English and journalism departments were connected, so I think there's a lot of overlap. Yeah, you picked up some of that, yeah.
• 17:40
  And then we're, you know, great segue here, 'cause the last thing you spoke about was people focused content beats product focus. Mm-hmm. 110%- [laughs]... with you on this.
• 17:51
  So I'm a massive advocate on this, like, how your tech is actually being used within your company- Mm-hmm...
• 17:57
  whether it's employee stories or customer stories, sharing those client voices and everything you can do over how to's or the faceless ultimate guides. Don't even get me started on those.
• 18:08
  But, like, how else can B2B put a face to their content and really bring people into it?Yeah.
• 18:16
  And I think, like, a lot of things I hear from folks I talk to in B2B are like, "Well, our clients don't wanna talk," like, "Our clients don't wanna share anything," or, "We have so much trouble even getting case studies."
• 18:26
  But it doesn't have to be your clients. Like, it can be your employees. Hopefully, you use your product, and showing how you are using it or how your founder's using it, those can be big ways.
• 18:38
  It also, like, the people and the product don't always have to be connected.
• 18:42
  You can do product-led content over here, and then you could do people-led content over here that focuses more on, like, the broader ideas that your company stands for or the broader topics that your company is interested in talking about.
• 18:55
  Mm-hmm. It could be people that are adjacent to your product. It can even be competitors.
• 19:00
  Like, I would love to see more, like, you know, competitor-aligned content, I guess, like how a Salesforce rep would get set up in HubSpot, you know? I would love to see something like that.
• 19:13
  But I think, you know, there's obvious reasons why a lot of folks don't wanna do that.
• 19:17
  I wanna be in the room when someone pitches that to the, and, and then the SVP of sales for that company listens in and is like, "Here are my thoughts." I just think it would be so fascinating.
• 19:29
  Obviously, product-led content is important. It's totally necessary, but people are drawn to people.
• 19:36
  So I think, ultimately, I would love to see more people thinking about, like, not just how is our product different or what different features do we have, but how are the people who are using your product different from other people?
• 19:49
  Like, how are the HubSpot users of the world different from the Salesforce users of the world or whatever? Like, what's the difference in their stories? Who are they? What are they doing?
• 19:59
  This is kind of how Apple built their brand, right? Yeah.
• 20:02
  So it's kind of, it's all coming back to, and I'm, again, like, so with you on this, it's coming back to being more audience-centric, trying to create content that people can kind of recognize themselves in, whether it's how they're using the product or getting more into, like, their own personal kind of attributes- Mm-hmm...
• 20:24
  so that people read the content, they have an emotional moment- Mm-hmm... a reaction to it, and then they think to themselves, "I either see myself in this," or, "I want to see myself in this."
• 20:34
  And that's the really important one, is the aspirational one, is like, "I'm not an organized person, but if I use Notion, I will be."
• 20:44
  And I think that's a piece that so many companies have just so much potential to work with and maybe haven't explored yet. Love that. Create the dream world for them- Exactly... and then let them enter.
• 20:58
  So and we're talking about these big ideas, which I think are brilliant, but, you know, working in B2B SAS for close to a decade, I definitely can envision, you know- Mm-hmm...
• 21:10
  the resistance behind being, like, creative and different. So do these have to be, like, this big, kind of scary commitment where it's all in? And, like, how would someone want to pitch this and sort of start small?
• 21:24
  Yeah. So I never pitch these as, like, a big commitment.
• 21:28
  I, I think I mentioned earlier, like, I've been doing a lot of content experiments, especially with startups and smaller teams, but anyone can do a content experiment.
• 21:37
  They should be clear and time-boxed, but you could use any of these formats or, you know, any other format you're interested in.
• 21:45
  Say, like, "We're gonna try out posting on a microblog every day for 30 days and see what happens," or, "We're gonna do one serialized video series. It's gonna be six episodes. We're gonna record it all at once.
• 21:57
  We're gonna release it slowly. We're gonna see what happens." Keeping things small, keeping things not resource intensive.
• 22:05
  I like to ask myself or ask my clients, like, "What would the smallest version of this thing be that we wanna try? How can we do the smallest- Mm... version of this, and what would success look like?"
• 22:16
  And then trying it out and seeing what happens. That's what I did with my print newsletter. I really wanted to work with print.
• 22:22
  I love making books for my friends, and I kinda thought, like, "What would be the smallest version of this that I could do for my work?"
• 22:29
  And I thought, "I'll try it for three months, and I'll see what happens," and that totally blew up, [laughs] and so I kept doing it. You're even, uh, international now. I am. Yeah, I do ship international.
• 22:40
  [laughs] That's right. [laughs] Amazing. I love it. So yes, so it does not have to be a huge, scary commitment.
• 22:46
  It doesn't have to be like we replace all of our content strategy with this huge experiment that we don't know what the ROI is gonna be.
• 22:53
  But think about what's the smallest version of this thing that we could test, and what would success look like, and then run that test. Love that.
• 23:01
  I love those as two just, like, baseline questions 'cause you start to say, "Oh, if we had a magic wand, you know- Mm-hmm... what would you do?"
• 23:09
  And then all of a sudden the ideas start flying, and I'm all about ideas, but it's kinda, "Okay, but how do we actually execute on this?" Yeah. So I think that's a really good, palatable way to be like- Mm-hmm...
• 23:19
  "Okay, we can be really creative. Here's what we can do." Yeah. So why do you think B2B does, kind of like, play it so safe? [laughs] We could probably talk about this for hours. Yeah, we could. [laughs] We could.
• 23:32
  I think... I mean, lots been said about this. I think, in general, B2B companies tend to feel like they have to be formal and professional.
• 23:41
  There's just, like, a really established idea of how we do content in a business setting, and when something is really established, it feels safe, and when something feels safe, we feel like it's gonna work.
• 23:52
  That's not always the case, but it feels true. Mm-hmm. Uh, so I think that it's just, it feels easier and safer and easier to prove because other people have done it in the past.
• 24:04
  I also think sometimes we forget that the people that we're talking to and selling to are people. Like, we're not selling to a company, even if it's B2B. We're always selling to a person within that company.
• 24:15
  We're talking to a person.
• 24:17
  So-Again, that gets back to the, like, people-focused element, and I think especially with tech and when everything's digital and kind of on the computer and disembodied, we can kind of forget that it starts and ends with a person.
• 24:31
  Mm-hmm. But when you can keep that in mind, I think it becomes a little bit easier to figure out, like, what's interesting here, what's creative here, what's new here, what can we try here.
• 24:40
  Yeah, and I think, y- you know, even starting with small steps, like making sure that every article or every blog or whatever that you have has a name attached to it, like has a face- Mm... attached to it. Mm-hmm.
• 24:52
  And there's just that small point of view. Maybe it comes from your director or client success, maybe it comes from your product leader. You know, maybe it does come from a marketing person.
• 25:01
  I mean, it, uh, but it's all about just people talking to people. Mm-hmm. And your product is within that. Yes. Right? Super important. Absolutely. But people connect with people at the end of the day. Yeah.
• 25:14
  So I think that, yeah, I think B2B needs to not be so scared, and I love- Yes... these kind of little micro experiments that they could run. Yes. So gonna ask the big question, though, right?
• 25:25
  [laughs] When you try and pitch something like this, and you're pitching it to, you know, your CMO, your whomever, your CRO, whomever you report to, everyone wants to know, like, all right, what's the ROI gonna be on this?
• 25:37
  Like, how quickly are we gonna see, you know, leads from this, et cetera? Like, how do you have that conversation? Yeah.
• 25:44
  That's a huge conversation, and I think I'll preface by saying typically when people come to me and wanna do stuff like this, they're already convinced, right? They already know that brand can work.
• 25:56
  They have kind of, like, a budget set aside for this. But that said, I think it goes back to the idea of experimenting.
• 26:04
  Like, what would the potential payoff be if this works, and what are we willing to risk if it doesn't work? Like, are we willing to spend a week of time, a month of time? Are we willing to spend $100, $1,000?
• 26:17
  Understanding what that, like, risk tolerance or experiment budget you have to work with can be helpful in understanding how to frame this conversation.
• 26:28
  I also think that coming at it from an experiment angle can help build trust over time.
• 26:33
  So even if the ROI isn't, you know, as obvious as doing paid ads or even something like SEO or these other types of content that we have more tools to see the ROI, I think when you do this experiment and you say, "This is what success will look like if we try this thing," then you can see, right?
• 26:53
  Are more people talking about us? Mm-hmm. Did a lot of people engage with this? Have we seen more direct traffic to our website? Have we seen more people tagging us on social media?
• 27:02
  Like, did this get more comments than our normal kind of campaign that we would do? Like, there's a lot of different ways to measure if people are interacting with something, if people care about something. Yeah.
• 27:12
  And that can kind of build that trust, and even if it's not leading to immediate leads, it might lead to immediate interest or engagement or visibility.
• 27:24
  And that's, I know the content attribution report just came out, and this is- Yes... a whole minefield that, you know, content marketers have been dealing with since the dawn of time. Mm-hmm.
• 27:33
  But I think that it is important to try to attach some metrics to it. It just has to be the right metric. Absolutely.
• 27:41
  You know, like from a print piece that goes out every month, for example, like it's hard to quantify the leads that you get from it, but it's more about the are people talking about us? Mm-hmm.
• 27:52
  Are people reaching out to us? Do we feel some sort of deeper connection with our audience?
• 27:58
  And as you said, that can be shown through LinkedIn engagement, tagging, et cetera, so looking at kinda like the wider picture- Yes... I think is really important. Yep, definitely. So all right. Solopreneur or a brand.
• 28:10
  Mm-hmm. They wanna dip their toe into less boring... I came up with so many B words. [laughs] So it's like boring, bland, like, banal. The alliteration potential is sky-high. It really is.
• 28:22
  So what is the first experiment that you would recommend? Someone listening to this right now, they're like, "Yes, I'm gonna go do this at my company." What should they go do? Yeah.
• 28:32
  I would say the best experiment to start with is the one that you're most excited about. If you're bored while you're making something- Another B word... to your audience.
• 28:41
  [laughs] But your audience matters, too, so, like, you might be really excited about this cool content comic strip about whatever you do, but, you know, is your audience interested in that format?
• 28:56
  So think about your audience, and think about what you're excited about and obviously what resources you have. That is most important.
• 29:03
  But generally, I love starting teams with an experiment of a microblog or an email newsletter, a serialized long form research piece, or a serialized customer deep dive, like the six-part series on how a customer built their business or something related to your customer.
• 29:20
  In any format, those are the three that I love to start folks with. Love that. All right, so last question. Where can people find you and your work? Yeah, so you can always find me in the Superpath group on Slack.
• 29:33
  Obviously, I'm on LinkedIn as well, and then I do have my print and email newsletter and a microblog if you're interested in my work or staying in touch with me.
• 29:42
  I'm sure you can link those things in the notes below, but that's where I hang out online. Yes. We'll throw all of that in the show notes in addition to some of the things that we referenced today, but thank you so much.
• 29:55
  Yeah, thank you so much for having me. For joining me today. I think we all learned a lot.
• 30:00
  I'm excited to see what other B2B brands are gonna start experimenting, and I think I'm probably gonna sign up for your newsletter too. Please do. I love sending things in the mail.
• 30:10
  Please sign up, and yes, I would love to start seeing more B2B brands just experiment with different formats. I love it. We should all be scientists. Please. Branded Superpath beakers and goggles for everyone.
• 30:23
  Superpath scientists. The alliteration's there. [laughs] I just, I'm in an alliteration mood today apparently. [laughs] I love it. Cool. All right, so that's that. Fun.
• 30:35
  Anything you didn't feel comfortable with that you wanna re-record? Kinda feel like we nailed it. No, I kinda feel like we nailed it too. And the timing. Yeah. We're at 32 minutes. Your timing was awesome.
• 30:45
  I think that was fine from my side. Great. Awesome. [outro music]