Lyndsay Phillips on content marketing, business planning and beating your inbox – MAF156


My guest on the show this week is Lindsay Phillips.

We talk about content marketing, business planning and some great productivity tips, including how to beat your inbox.

Welcome to episode 156 of the Marketing and Finance Podcast.

Lyndsay Phillips on content marketing, business planning and beating your inbox - MAF156

What you’ll hear about in this episode

  • Why outsourcing is good for business
  • What Lyndsay’s definition of content marketing is
  • Lyndsay’s process for onboarding new clients
  • Why businesses need to get the basics right
  • Good and bad business experiences
  • How to deal with your inbox

Who is Lyndsay Phillips?

Lyndsay’s a content marketing expert who helps businesses to grow. She decided to be her own boss when she had children, and set up Smooth Sailing, providing virtual assistant support.

As the business grew, she realised she loved the social media aspect more than the admin tasks. To scale, Lyndsay niched into content marketing and found not only was she more passionate about her work, but she gained more clients as well.

Her niche audience is solopreneurs or people with a small team, who want to grow quickly but are limited by time and knowledge and want expert support.

Summary of our chat

Lyndsay feels that business owners need to focus on what they do best and to take advantage of outsourcing. Don’t do it yourself, because your time is valuable. Get someone else to do the work, such as creating content, and edit it afterwards to make sure it’s on-brand.

She says people often think content marketing is about blogs and social media, but her definition is: “You have ideas, knowledge and expertise in your head, and content marketing is how you share that knowledge with your prospects and audience.” The medium and frequency vary from business to business.

Clients come to her when they know they’re overwhelmed and need help, but they don’t know what they can outsource or what their goals are. Lyndsay asks them who their audience is, where they hang out, their pain points and how the client can help solve their problems.

People don’t know where to start with growing their businesses, so they often don’t do anything. It’s ok not to know! Look at what your competitors are doing, or ask clients what they want. It’s important to test and tweak your plan until it’s right.

Lyndsay says she’s done well with her podcast, which has extended her reach and exposure. It’s brought more business and she’s also seen as an expert in her field. She learned from creating unsuccessful lead magnets, by adapting her content to give her audience what they really want.

Your inbox is not an archive, a filing system or your to-do list. Instead, think of it as a junction where you deal with the email within a few hours, or take the useful information and add it to your project management system.

That way, all the important information is in one place, with a due date for completion. And batch the time you spend in your inbox – don’t reply to emails as they come in, but deal with them at a set time.

Respond to all the emails relating to one client, and make sure other tasks for them are done at the same time. Giving yourself time for each client makes you more productive and focused.

The One Thing She’d Like Listeners to Take Away

Get a grip on your inbox and have systems and procedures in place – this is how Lyndsay has scaled her business. Have templates for regular tasks, so you can be consistent and things don’t slip through the cracks.

The Product Lyndsay Loves

Lyndsay describes herself as a ‘tools geek’ and is a fan of repuropose.io, an automated system which sends a Facebook Live video to linked pages and groups. It also adds the video to YouTube, strips the audio for use in podcasts, repurposing one piece of content in multiple ways.

Recommended Books


The 12 Week Year, by Brian Moran and Michael Lennington made Lyndsay think about what she does in a day, her goals and the steps to take to achieve them. The book encourages you to take action, to stay motivated and to acknowledge your achievements.

Lyndsay also recommends the book “The Battle for Your Email Inbox”, by Robby Slaughter.

Links and Contact Details

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What are your 3 Power Phrases for Business Success in 2018?

At the start of a new year, many make resolutions.

From a personal point of view, they might want to get fit. Lose weight. Stop drinking alcohol. Or give up chocolate.

Businesses set goals, objectives and targets.

Every year I also do something a little different. I like to come up with 3 power phrases to shape my business development over the next 12 months. It’s an idea I nicked from well-known marketing speakers Mitch Joel and Chris Brogan.

In this short video, I’d like to share with you my 3 power phrases for 2018.

And I’d be delighted if you’d tell me about your own in the comments.

My power phrases for business success in 2018 are:

1 – Writing the book

Those of you who know me or have worked with me know I’m obsessed with helping people keep their marketing simple. Keeping complexity, bloat, bureaucracy and BS out of their strategy. The book will dig deep into this with many stories and case studies. In fact, I’m looking for people who’d consider being case studies for the book. If that’s you please get in touch.

2 – Speaking engagements

In 2017 I focussed much of my time getting back into public speaking. I’d taken a little time off after I left big corporate and set up my consultancy. Appearing at CMA Live in June and the Network Conference in Montenegro in October as well as gigs in London, Birmingham, Newcastle and Glasgow, it felt good getting back on stage.

I’d like to work with conference organisers to help them make their events successful.

And of course, Fighting Complexity in Marketing is one of my keynote subjects.

3 – Creative and challenging consultancy

I work with companies on their content marketing. We’re talking blogs, videos, podcasts and more. But in a world awash with content you have to stand out from the crowd. You must be creative and challenging in your thinking and in what you put out there. I’m looking forward to working with more businesses who have this ethos.

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What are your 3 Power Phrases for Business Success in 2018?

Chris Skinner on FinTech, cryptocurrency and corporate change – MAF155

On the show this week, I talk to leading commentator and strategist on financial markets, Chris Skinner.

We chat about FinTech, blockchain, cryptocurrency and why corporate change is difficult in established financial businesses.

Welcome to episode 155 of the Marketing and Finance Podcast.

Chris Skinner on FinTech, cryptocurrency and corporate change - MAF155

What you’ll hear about in this episode

  • What Chris believes is holding financial organisations back
  • How some companies are embracing change
  • Why financial services companies need a technologist on the leadership team
  • How consumers respond to new technologies
  • How small businesses can apply new technologies
  • What blockchain and cryptocurrencies mean for the future

Who is Chris Skinner?

A worldwide, leading commentator and strategist on financial markets, Chris is the Chief Executive of “The Finanser” and the Chairman of The Financial Services Club, with a focus on commentating on FinTech.

He has a background in insurance and a career working with technology companies, starting out selling office automation systems to insurance companies.

Made redundant in 2002 after running strategy for big organisations, Chris went searching for a job. He socialised with loads people in financial services and wrote articles about his conversations. This led him to where he is today. Attending international conferences and producing a daily blog about FinTech.

Summary of our chat

We see issues in leadership in financial services because the leaders are swamped with regulation compliance and risk. They resist change. Digital technology is transforming every aspect of insurance and banking. But boardrooms are full of similar people. There’s not enough diversity and this hinders change.

AXA Insurance has partnered with a start-up called Trov in the “InsureTech” space. You can insure items for a few hours when you take them out of the house. You don’t need an annual insurance policy anymore. Just take it when you need cover.

With a focus on digital banking,  digital insurance and FinTech,  if financial services companies don’t have a technologist on the leadership team, they’ll find change difficult. But the real issue is about culture, which can also change. The leadership needs to embrace change and allow the culture to adapt accordingly.

Most consumers don’t know what the possibilities of these new technologies are. But they quickly embrace things that they recognise can improve their lives. For example, the iPhone is only 10 years old, yet smartphones are pervasive. Consumers will adopt anything they can use simply to make life easier.

For small businesses to adopt new technologies, they need to imagine they’re starting up today.  Focus on how customers do things, and how to help them live better through technology. They need to compare the current company with an idea of the future of the business and work towards that.

Blockchain technology is transformational and will change the way we look at business and finance. Look at Ethereum, the second-biggest cryptocurrency, which the financial firms are investing in,  or Hyperledger, the technology IBM is embracing. Don’t put money you can’t afford to lose into cryptocurrencies.

Links:

Campaign or product

The iPhone X is something everyone is looking at with interest, because of the facial recognition aspect. Any new product that can change authentication or make it easier for people to come onboard is something Chris is automatically excited about.

Recommended Books

Chris’s next book, out in March, is The Digital Human and looks at the fourth revolution in humanity. The first revolution was becoming human, or homo sapiens.

Chris says his favourite book is Sapiens by Yuval Noah Harari, which is the history of humanity and how we got to where we are today. There were six other forms of humans on earth and we’re the only ones to survive, and the book explains how this happened.

His other favourite book is Trekonomics by Manu Saadia, about the economics of Star Trek. He says, “I’m looking forward to the future and the potential for space travel, and Star Trek is about optimism and a utopian vision for our future”.

If you enjoyed – Chris Skinner on FinTech, cryptocurrency and corporate change – please leave a comment or a review on iTunes.

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