Episode 129 | Posted on

Content Marketing Like a Boss with Clare McDermott

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Don’t miss content marketing expert Clare McDermott @clare_mcd as she shares insights into content marketing, advanced marketing and the future of marketing. Click To Tweet

This Week’s Guest:

Productivity tools can save you incredible amounts of time when you find and use the rights ones correctly. From getting you motivated each morning to keeping you organized and on schedule throughout the day, they can save you time and ensure you (and your team) are on track to reach those big goals. With that said, focusing too much on productivity tools ultimately becomes counterproductive. Why not start off with the right tools instead?


Here to help you streamline your productivity procedures is Clare McDermott. Clare was the chief editor at Chief Content Officer Magazine, and is just opening a brand new business, Mantis Research. She’s a productivity tool junkie, an expert content marketer and chief editor, and a skilled demand generator. She’ll talk about all these topics and more in an accessible conversation that will help anyone become more productive.


Find Out More About Clare Here:

Clare McDermott on LinkedIn
Mantis Research


In This Episode:

  • [01:11] – Clare talks about content marketing and her experience as a chief editor at Chief Content Officer Magazine.
  • [04:06] – When does Clare think that content marketing as a discipline began?
  • [07:20] – Clare digs what demand generation is, and how it differs from content marketing. In response, Stephan shares a quick story to see whether it would fit Clare’s definition of demand generation.
  • [13:02] – Clare responds to Stephan’s example, and Stephan then points out that demand generation was a critical strategy for the growth of his business.
  • [14:26] – We hear more about the differences (or similarities) between demand generation and content marketing.
  • [17:44] – Research shows that students still learn better from print than screens, Clare points out in answer to why the magazine is still in print instead of only digital.
  • [20:15] – How did Clare find the right people to interview for articles?
  • [22:04] – Did it ever work for a thought leader to reach out to Clare directly and pitch themselves as an interview subject?
  • [22:47] – Stephan shares a related story about something he was working on with a client.
  • [25:15] – Clare points out that it’s important to look at what other people are publishing to see if there’s traction to the idea.
  • [27:56] – Rarely is the bio relevant, Clare says, then explains what she means.
  • [30:21] – Clare herself doesn’t generally use HARO, she explains, but knows people who have used it successfully.
  • [30:41] – We hear about how Clare’s tool upgrade has affected both her professional and personal life. She then lists some of the tools that she uses.
  • [35:45] – Clare has used Asana, but is starting to rethink it because it’s sometimes too complicated.
  • [38:03] – Stephan shares his own trusted system for getting things done, which involves using Things (for Mac). Clare then recommends The Emergent Task Planner.
  • [41:22] – Other than the one she has just managed, Clare doesn’t use paper planners.
  • [43:36] – Clare talks about the risk of your productivity tools becoming unproductive and taking up (instead of saving) time.
  • [44:38] – We move from productivity to market research tools, with Clare talking about some of the tools she uses for this purpose.
  • [47:39] – For now, Clare’s team is using Google Docs for their writing.
  • [48:34] – Are there any other tools that Clare wants to mention for other purposes?
  • [51:41] – Clare talks about where listeners can find her to work with her or her new company.


Links and Resources:


Your Checklist of Actions to Take

☑ Provide quality content that can bring joy, valuable information and help to my audience.  

☑ Publish articles that are relevant and trending by subscribing to Buzzsumo, a content resource site that identifies articles with the most number of shares online.  

☑ Get myself out there and build connections with other communities. The more I’m exposed to different kinds of events, the more I can share in my content.

☑ Reach out to others through cold calls and emails. Collaborating with and interviewing others brings more depth to my content.

☑ Share useful information and educate others. People will share my content if they can connect with it.

☑ Don’t get overwhelmed with content planning. Plan ahead by creating a content calendar.

☑ Use public opinion and statistics to create in-depth content. Use survey sites like SurveyMonkey to collect this information.

☑ Sign up for a project management app like Airtable, Asana or Trello to stay on top of my tasks and deadlines.

☑ Don’t forget to share my content on my social profiles. Add share buttons on my site to encourage others to promote my content

☑ Make time to meditate and clear my mind to stay inspired. Insight Timer is a good tool for this.



S: Clare, it’s great to have you on the show.


C: Hi Stephan, great to be here.


S: Let’s start with content marketing. You headed up a very awesome magazine, the Chief Content Officer for nearly eight years. Tell us about content marketing and how that relates to what you are up to as the Chief Editor.


C: You’re right, it was almost eight years and it seems amazing to think of how much the field has changed over those eight years. I was invited by Joe Pulizzi years ago when he had just launched CMI to edit the print magazine, Chief Content Officer magazine. At that time we were really teaching marketers what it was, what content marketing was. As it evolved, we took on more and more sophisticated topics and talking to more executive audience. For CMI, the magazine was important because it was really focused on the executive audience and what those people cared about, what challenges they faced. It was less in the weeds of how to do SEO or social media and more of what a leader might care about looking into the future.


S: What are some of the more sophisticated topics?


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