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Latest Episodes:

Audience TAM vs Revenue TAM Dec 03, 2023

Show notes

In episode #2625, We discuss the difference between audience TAM (Total Addressable Market) and revenue TAM. We explain that venture capitalists often look at the total addressable market when investing in companies, leading to higher market caps. However, in business, the focus should be on revenue TAM and the size of the spending market. We provide examples of content that generates a large audience TAM but doesn't drive revenue. We emphasize the importance of understanding when to build reach versus when to convert, and the need to prioritize revenue TAM for business growth.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Audience TAM vs Revenue TAM
(00:41) Difference between audience TAM and revenue TAM
(01:09) Importance of revenue TAM in generating business revenue
(01:48) Building a personal brand requires a massive audience TAM
(02:13) Example of Salesforce and their focus on revenue TAM
(02:41) Difficulty in generating likes for revenue-focused content
(03:29) Balancing reach and conversion in business strategies
(03:53) Easier to grow a business with a massive revenue TAM
(04:11) Understanding when to focus on reach vs conversion
(04:53) Audience TAM can be a distraction if it does not lead to business outcomes.
(05:12) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

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What should we talk about next? Please let us know in the comments below
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Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

The Anatomy of New York Times' Revenue Dec 02, 2023

Show notes

In episode #2624, We discuss the breakdown of the New York Times' revenue. We highlight the significant role of affiliate marketing in generating income for the company, with Wirecutter affiliate commissions estimated to bring in at least $6 million per month. The New York Times has successfully transitioned into a digital subscription media company, boasting over 10 million subscribers. The company's strong brand, diverse revenue sources, and focus on high-quality content have contributed to its success.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: The Anatomy of New York Times' Revenue
(00:25) Discussion on the potential revenue from affiliate marketing
(01:30) Highlights of New York Times' subscribers and operating profit
(02:50) Importance of building a brand for marketing success
(03:39) Diversification of revenue sources to protect against SEO changes
(04:26) The significance of building a brand over time
(05:24) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

Glen Allsopp’s Post

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What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

These New OpenAI Developments Will Change Marketing Forever Dec 01, 2023

Show notes

In episode #2623, We discuss recent developments from OpenAI that will revolutionize marketing. OpenAI now allows us to create our own GPT without coding, enabling our company to quickly generate data and insights. OpenAI has also made Chat GPT faster and cheaper, making it more accessible for us marketers. We can now upload entire books or social media posts to analyze and extract key takeaways. OpenAI's features are particularly useful for our employee onboarding and creating marketing efficiencies. Additionally, OpenAI has introduced Copyright Shield to protect us from legal claims. The platform's multimodal capabilities will soon allow us to analyze images, videos, and audio.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: These New OpenAI Developments Will Change Marketing Forever
(00:01) OpenAI allows users to create their own GPT without coding.
(01:55) Chat GPT four turbo is faster and cheaper.
(03:29) Users can upload an entire book for analysis.
(04:30) OpenAI introduces Copyright Shield to defend against legal claims.
(05:09) Multimodal capabilities will allow for image, video, and audio analysis
(05:16) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

OpenAI DevDay Recap

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

Dark Social's False Attribution to 'Direct' Traffic Nov 30, 2023

Show notes

In episode #2622, We discuss the challenges of accurately tracking web traffic in the age of dark social. We highlight the misclassification of social referral traffic as direct and the impact it has on us marketers and website owners. With the rise of privacy concerns and the decline in tracking consent, traditional analytics platforms like Google Analytics are becoming less reliable. We emphasize the need for us marketers to invest in brand recall studies and qualitative data to better understand where our visitors and buyers are coming from.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Dark Social's False Attribution to 'Direct' Traffic
(00:40) Misclassification of social referral traffic as direct traffic
(01:38) Explanation of dark social and its attribution challenges
(02:03) Increasing privacy concerns and its effect on tracking web traffic
(02:54) Shift towards traditional marketing models and multitouch attribution
(03:45) Strategies to capture qualitative data and attribute leads
(04:17) Importance of investing in brand recall studies
(04:23) Difficulty in analyzing data with Google Analytics
(05:23) Use of custom reports and daily dashboards for analytics
(05:46) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

Rand Fishkin Blog

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

Why Millionaires & Billionaires are Becoming Content Creators Nov 29, 2023

Show notes

In episode #2621, We explore the strategies of successful content creators, drawing inspiration from figures like Chamath Palihapitiya and Andrew Wilkinson, both millionaires who have activated paid subscriptions for their Twitter accounts. We discuss their keen understanding of the value of building and leveraging an audience for various opportunities, highlighting the potential for financial success through subscriptions, investments, and business deals. We draw parallels with other content creators, such as Jason Lemkin and Harry Stebbings, who have successfully built conferences, and venture capital opportunities, and gained access to deal flow through their respective platforms. We emphasize the strategic move of building an audience as a means to stand out from the crowd and create diverse opportunities.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Why Millionaires & Billionaires are Becoming Content Creators
(00:01) Chamath and Andrew Wilkinson are becoming content creators
(01:50) Building an audience helps make money and get business deals
(03:51) Examples of successful content creators: Jason Lemkin and Harry Stebbings
(05:13) Tim Ferriss has a large audience and makes money from investing
(06:31) Building an audience is a smart move for success
(07:12) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

Chamath Palihapitiya X
Andrew Wilkinson X

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

How SGE Will Dramatically Change Your SEO Traffic Nov 28, 2023

Show notes

In episode #2620, We delve into the impact of Google's search generative experience (SGE) on SEO traffic. SGE, an AI-generated response providing instant answers in search results, is poised to alter the click-through rate (CTR) model, resulting in lower CTRs for top-ranking positions. We stress the importance for content creators like us to produce comprehensive and up-to-date content to stay competitive in this evolving landscape. Furthermore, we observe a shift in user behavior, with longer search queries contributing to an elongated tail of search terms.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: How SGE Will Dramatically Change Your SEO Traffic
(00:33) SGE provides AI-generated responses and suggestions
(01:26) SGE is cautious with financial and health advice
(01:51) Post-SGE click-through rates for top positions decrease
(02:25) SGE presence varies, affecting traffic differently for each query
(03:02) Content creators should make thorough and updated content
(04:06) Users won't wait more than 14.6 seconds for AI snapshots
(04:37) Longer tail searches are becoming more common
(05:54) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

Michael King’s article on SGE

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

Critical Agency Acquisition Mistakes Nov 27, 2023

Show notes

In episode #2619, We delve into the crucial mistakes to steer clear of when acquiring an agency, drawing from our own experiences and aiming to offer valuable insights to those contemplating a similar move. We underscore the significance of avoiding errors such as neglecting to retain the founders and management team, rushing through the due diligence process, and overlooking the importance of ensuring a cultural fit. Our emphasis lies in taking the necessary time to find the right agency, conducting meticulous due diligence, and aligning incentives with the founders for a successful acquisition. Additionally, we stress the pivotal role of cultural fit and advocate for open communication throughout the acquisition process.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Critical Agency Acquisition Mistakes
(00:32) Importance of retaining the top talent during the acquisition
(01:39) Need for founders to stay on board for knowledge transfer
(02:59) Importance of conducting thorough due diligence before acquiring
(03:56) Taking time for due diligence and decreasing the seller's advantage
(05:32) Key factors to consider during due diligence: churn, revenue, growth
(06:20) Importance of cultural fit and interviewing for it
(06:52) The Leader's responsibility to be closely involved in the acquisition process
(07:10) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

Are Agencies Ripe For Rollups? Nov 26, 2023

Show notes

In episode #2618, We delve into the question of whether agencies are ready for roll-ups, the process of acquiring and merging multiple companies in the same industry. We highlight the potential advantages for agencies, emphasizing the benefits of combining customer bases, reducing expenses, and cross-selling services. This strategic approach can result in heightened revenue, decreased churn, and elevated valuations. Despite these potential gains, we caution that agencies experiencing declining profits and harboring unrealistic expectations may encounter challenges in finding suitable buyers. Our prediction is that the market for agency roll-ups will become more favorable, particularly in early 2024.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Are Agencies Ripe For Rollups?
(00:35) Small agencies can get 3-4x EBITDA, and large agencies can get 10x+
(01:44) Combining smaller agencies can generate more revenue and savings
(03:20) Cross-selling services between agencies can increase profitability
(04:34) Many agencies are looking to sell due to a lack of leads and high churn
(05:45) Agencies' valuations and expectations are declining
(06:54) Unrealistic expectations are hindering agency roll-ups
(07:00) The timing for agency acquisitions is getting closer
(07:20) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

Modern Content Marketing Vs. Old Content Marketing Nov 25, 2023

Show notes

In episode #2617, We discuss the difference between old and new content marketing strategies. We highlight that classic content marketing is informed by keyword research and focuses on SEO, while modern content marketing is informed by audience research and utilizes social media as a key distribution channel. We emphasize the importance of leveraging all available channels and adapting strategies to meet the needs of the target audience. The key to successful content marketing lies in finding the intersection between a unique point of view, understanding audience needs, and targeting high-volume keywords.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES:

(00:00) Today’s topic: Modern Content Marketing Vs. Old Content Marketing
(01:13) Importance of audience research and social media in modern content marketing
(02:18) Classic and modern content marketing methods are both effective
(03:05) Leveraging multiple channels for marketing success
(04:01) The importance of finding marketing channels that work
(04:50) SEO is still valuable and evolving
(06:41) Posting frequently with a unique point of view
(07:11) Importance of systems and processes in marketing
(07:35) Scaling marketing with systems and processes
(07:55) The meta lesson of using YouTube for content marketing
(08:09) That’s it for today! Don’t forget to rate, review, and subscribe!

Go to https://www.marketingschool.io to learn more!

Links Mentioned in Today’s Episode:

Rand Fishkin Blog “The Final Chapter of My First Startup”

Leave Some Feedback:

What should we talk about next? Please let us know in the comments below
Did you enjoy this episode? If so, please leave a short review.

Connect with Us:

Single Grain << Eric’s ad agency
NP Digital << Neil’s ad agency
X @neilpatel
X @ericosiu

Learn more about your ad choices. Visit megaphone.fm/adchoices

See omnystudio.com/listener for privacy information.

The $68B SEO Industry Will Go Extinct? Nov 24, 2023

Show notes

In episode #2616, We discuss the future of the SEO industry in light of advancements in AI technology. While some believe that AI could render SEO extinct, We argue that SEO will evolve rather than disappear. We highlight the importance of Google's revenue from ads and partner networks, which makes it unlikely for Google to crush the SEO industry. We emphasize the need for SEO professionals to adapt to these changes and optimize for AI engines like Bard.

Don’t forget to help us grow by subscribing and liking on YouTube!

Check out more of Eric’s content (Leveling UP YT) and Neil’s videos (Neil Patel YT)

TIME-STAMPED SHOW NOTES: