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If you are building a company, content marketing is probably quite high on your to do list. And if you’re leading a company, you’ve probably been told you need to build your personal brand. But why? And how?
In this weeks episode, host Sam Floy is joined by Kathryn Strachan. Kathryn is owner and Managing Director of Copy House, a leading content marketing agency for fast-growing fintech and technology brands. Kathryn and Sam discuss the difference between B2B and B2C content marketing strategies, the role of Chat GPT in the content marketing industry, and why it's essential to build a strong personal brand.
If you've listened to the episode and would like to find out more, follow Kathryn on LinkedIn, or visit Copy House's website.
Kathryn is inspired by Spencer Gallagher, agency growth specialist and Founding Partner of Cactus. She suggested reading On Writing by Stephen King if you want to learn more about great copywriting, and Agencygnomics by Peter Hoole and Spencer Gallagher if you want to build and grow a successful agency.
Episode Summary:
Episode Transcript
Sam Floy
If you are building a company, content marketing is probably quite high on your to do list. If you're leading a company, you've probably been told that you need to build a personal brand. But why? And how? What are the differences for B2B and B2C companies using content marketing to reach customers? How do you choose where to invest your time and money when it all takes so long to see results? Where can Chat GPT be a useful tool? Where might it just be a distraction?
Kathryn Strachan
You .
Sam Floy
This is Better Business Radar, a practical and dare we say, inspiring podcast about smart ways to grow better businesses. I'm Sam Floy, a B2B entrepreneur and founder of Cofruition, the company behind this podcast, bringing you weekly insights from interesting thinkers, doers, leaders and experts. Today's guest is Katherine Strachan. Kathryn is the owner and Managing Director of Copy House, a leading content marketing agency for fast growing fintech and technology brands. Kathryn started her career on the agency side before striking out on her own. She's taken Copy House from ground zero to a 1 million pound turnover within three years, turning Copy House into a successful technology content marketing agency. She's also worked a lot on her personal brand. Recently, we kicked off the conversation with Kathryn, giving a brief introduction into what Coopy House does.
Kathryn Strachan
We're a content marketing agency specializing in the B2B tech space. It comes to content marketing, we do everything from content strategy where we help set the foundation, creating customer avatars, core messaging, doing competitor analysis and content audits, and setting a really strong content strategy. Once the strategy is in place, we then go into Copywriting into content production. Content production for us is copywriting, content design and social. So Copywriting is ebooks and white papers. We do a lot of thought leadership content, which is based on subject matter, expert interviews. We of course do standard blog content and all your sales collateral as well. Once that content is written, we design it. We have a content design function where we've taken graphic designers and trained them how to work with content so that we can design content like ebooks and white papers and infographics and social assets.
Kathryn Strachan
This allows us to create a perfect harmony between content and design. The other service we offer is social. Social for us has a very B2B focus, so it tends to be LinkedIn building both the personal as well as the company brand, creating all the content, doing all the community management, and building a really strong audience. For us, the main challenge that we're solving is really around thought leadership and expertise and helping these brands stand out from one another by showcasing the expertise that they have. All tech brands have really brilliant people that work within them. Nobody ever really gets to see these people because they're so busy doing the doing and they're not natural marketers that it's really our job to find this expertise and pull it out and deliver it to the audience in a way that the audience is going to understand.
Kathryn Strachan
Doing this helps them to nurture those relationships. As we know, most B2B sales cycles are six to nine months at least and creating content like this helps them to nurture those relationships over that term helps to build strong lasting relationships that ultimately convert.
Sam Floy
So what's the typical customer? This is someone who's not big enough to have their own content team or do you also work with in house content team?
Sam Floy
I'm trying to sort of what size.
Sam Floy
Of an organization is a good fit for you?
Kathryn Strachan
Medium to large. We work with a number of scale ups but we also work with some really large corporations. We tend to help them deliver bigger and more impactful content campaigns. Quite often they either don't have anybody in house who can write or their in house copywriters are busy elsewhere or they want to deliver a special project that exceeds the normal capabilities and resources. It's also becoming a bit of a better option for a lot of companies who don't necessarily want to have big massive marketing teams given the current economic situation but would rather have an external supplier who can A add an external expertise and help them see the market but B can also help them weather the economic storm.
Sam Floy
Got it. I'm curious, is this predominantly tech companies that you find have this need the most?
Kathryn Strachan
I think probably all industries need it but tech is an area where very few can do it well. Almost nobody does it well actually. Well it's a really difficult thing to write about. A lot of our clients try to work with more generalist copywriters and don't like the results that they get because we're working on cutting technology and on really complicated concepts. It's not something that you can just wake up one day and decide you're going to write about. It's something that really requires a unique approach. All of our systems are designed to handle really technical content. All of our copywriters come from a really technical background. It allows us to create that kind of thought leadership expertise where if you are more of a generalist and you don't have that background it's really difficult to get up to speed on it. It would take a really long time and as a result a lot of our clients before they find us don't like the quality of the content that they're getting.
Kathryn Strachan
It's not an easy area. A lot of people also don't really want to write on it because it's not a particularly sexy area. It's not like getting to write about beaches in Bali or the latest food trends which are getting to go out to eat and like sample sushi and writing content off the back of that. It's the gorgeous travel destinations and are far more visually focused rather than thought leadership. B2B social is very different than B2C social and most social media agencies either focus only on B2C or have a split between the two and aren't purely B2B focused. Don't understand it like people who work in it every single day like we do.
Sam Floy
What are some of the fundamental principles that are different in how a B2B marketer should be thinking about or B2B content strategy should be compared to a B2C?
Kathryn Strachan
I mean it's much longer sales cycle so most B2C sales cycles aren't nine to twelve months. Most people decide they want to want a pair of shoes and they buy them that day or with the next paycheck. You're not having to nurture these relationships. It's not particularly complicated to buy a pair of shoes. You just need to know your shoe size and what kind of shoes you'd like where buying a whole new suite of technology and replacing a legacy system is super complicated. It has a lot of risk and a lot of unknowns and it is a much longer process for so many reasons but that's definitely one of them. It's a lot more complicated so it requires a lot more education and awareness and handholding and support. Where B2C, sticking with the shoe example, it doesn't require a lot of education.
Kathryn Strachan
We all know what shoes are and the best shoes for us so it doesn't require lots of handholding normally or educational content. You also don't have multiple stakeholders involved. You're selling in the B2B world there's normally more than one person signing off on a decision. B2C world most of the time there's not. I mean most of us don't need to ask permission if we're going to buy a certain set of shoes, not going to break the bank. We probably don't even ask our partners if we should buy that pair of shoes, we just buy them. I mean it's a totally different ballpark but it's probably easier to talk about the similarities. B2B content for a long time has always had a bad rap of being really jargon, heavy, really dry, really dull, really boring and forgetting that we're talking to a human and we are still humans at the end of the day so things like empathy and psychology still have a big role to play.
Kathryn Strachan
I Think the main similarity between the two is that we're human and that we should talk to a human. That's a Trend that's becoming more prevalent in the B. Two B space, and especially in the tech world is not wanting to be a faceless tech organization, but really being able to bring out the people who work there and put a face to the Organization and build a personal brand around the Company founder.
Sam Floy
I'm curious, if you say buying a pair of shoes on Instagram, you probably need a handful of variations of that advert or that piece of content that's going to get the buyer to buy it basically there. You're in a business that's selling something that could take six to twelve months to close. What are some of the principles in terms of six to twelve months? It basically we need to have enough interesting content that's going to keep people engaged and interested perhaps at different stages as they work through the sales funnel? Or how do you think about having that combination of content?
Kathryn Strachan
Yeah, I mean, when we create a content strategy, we're always mapping it across the funnel. Thinking about the funnel and the different stages and the different barriers that they might face along the way and talking to the sales team as well as to what they're hearing, what questions or hesitations they're hearing and what kind of content would make their lives easier. I also think it's about consistency as well. Like having top, mid and bottom funnel content, obviously, but consistently creating content and carrying on that conversation and giving people reasons to engage with you. Consistently creating social content and carrying on those conversations because you have to take more of a long game approach when it comes to building these relationships rather than like a short term approach. A company like Shoe that sells shoes probably doesn't care too much about where their customers might be a year from now because they have enough customers coming in and it's very short sales cycle.
Kathryn Strachan
They might want you to come back and buy a pair of shoes, but they're not still trying to sell you the first pair. Where in the B, two B world, because the sales cycle is so much longer, it is more about building like a long term relationship and nurturing that relationship over time with lots of touch points, lots of engagement, building credibility because it is quite a scary thing sometimes. They are putting their jobs on the line by making the choice with you. You want to build credibility and have those case studies that demonstrate all of your capabilities and everything that you can do and why you are the preferred and the trusted option. It is thinking about the relationship which is much different and thinking about it in the long term and all the things that you need to give them to help them sell it into the organization.
Kathryn Strachan
Get senior level C suite sign off. Even if they are part of the C suite, they'll most likely need to get sign off from the CEO and the board. So, thinking about that whole ecosystem and everything that you need to bring to the table. Yeah, there's a lot that goes into it.
Sam Floy
You find that when you're speaking to your clients, you're saying like, look, deep down you know that content is a long term strategy, so you're just going to have to take the hit and invest in this. You might not see a return for six to twelve months, but trust that good things will happen in the future. Or are there ways that you found to start getting that return on investment even quicker so that they can feel like it's not just constantly going into the long term?
Kathryn Strachan
There are definitely some quick wins, and social tends to be more of a quick win than long form content because as soon as you start posting regularly and consistently, you can start to see that uplift. You do get pretty good results quite quickly. There are things as well like going and auditing your previous content and looking for any low hanging fruits. If you're already ranking on page two or three for a keyword reoptimizing, that piece of content can often get you onto page one. It is also important to understand perspective and SEO. Organic is far more cost effective over the long run than Paid is a bit like keeping a balloon in the air. You constantly have to be batting it up to keep those results coming in. They're almost artificial on a level because it's being paid for. Hence the name where organic is about building the brand which continues to generate results over the long term and is proven to be far more cost efficient and effective than paid.
Kathryn Strachan
Most companies, if they want really quick results immediately, might do more on paid. Also you do want to get that organic going so that you can dial down the paid and increase your organic or otherwise you're going to be held to ransom, which isn't a position that any company wants to be in. Organic content should be part of the marketing mix, but isn't the be all end all? Neither should paid or any other element of marketing. There is no one element of marketing where you can just do that and that's fine. That would be a pretty rookie move.
Sam Floy
Do you have a personal company stance on chat GPT?
Kathryn Strachan
I think for us we're doing a lot of thought leadership content. Most of our content is based on subject matter expert interviews where we go and interview like the head of data analytics or the CTO of a company and take those insights and create a really high quality piece of thought leadership. Chat GBT doesn't really impact too much what we do because the content we do is a such high quality and b is really based on that expertise and that leadership which it's a while away before it can do that. It is quite useful for doing some of the more basic stuff, but you also especially in the tech space need to be really careful because it does work on outdated content, I think. Not sure about the latest version, but it was only taking information up to 2021. Our clients have massively changed since then because the tech landscape is constantly evolving.
Kathryn Strachan
If you're writing on a new regulation or a new piece of compliance, you don't want to be working on information that's two years old. We quite often don't even use stats and research that's two years old. I think it's quite interesting, but there's a lot of hype around it as well, and it's important to be able to identify the hype from the actual use cases and what it could and should actually be used for. So, yeah, I think it's one to watch, but not one to put all your eggs into that basket.
Sam Floy
Chat GPT and these regenerative AI tools have been one of the big things that have entered the content marketing world in the past few months. What are some other trends that you're seeing? Perhaps maybe it's not tools, maybe it's just approaches that companies are taking to content marketing. You mentioned one level this general trend towards being more human and less jargony. Are there any other like macro trends that you're seeing with regards to B2B content?
Kathryn Strachan
Yeah, I mean, I think it's changed a lot over time. One of the things about B2B as well is that it's often more behind the curve than B2C. B2C brands are often doing stuff, and then, like, a year or two later, B2B brands get there. I think that window is increasingly closing. You are seeing B2B brands do some really interesting things. TikTok is becoming a platform for B2B, which is quite interesting in creating content that is more empathetic, that talks to the human. At the moment as well, the whole world is changing to go back to in person events. We're doing a lot of content to support conferences and help brands get the most out of conferences. Almost all of our clients have a big hefty conference and event schedule this year and there's a lot of content that goes around that to make it more of a campaign.
Kathryn Strachan
Rather than just a one attendance, creating a campaign around it that incorporates content to help them get the most out of these events, because they do tend to be quite pricey events for them. We've transitioned our workshops that we designed during the Pandemic, so they used to be run online to being run in person and spending a lot more time with clients in general. I think face to face is becoming increasingly important as well.
Sam Floy
You mentioned TikTok. Intuitively, I get that it's quite an engaging platform. I've just myself have never for me, it's in the land of Instagram in terms of I just need to have a bit of a switch off and look at something fun or interesting. Just the idea of going there and it's being work related, it doesn't work for me. I was just wondering whether I'm just like a bit behind.
Kathryn Strachan
I think the idea actually is not that you would necessarily go to TikTok to learn, but while you're on TikTok relaxing in the evenings, you also start to connect with a brand that you might actually use in work. It's a clever way of getting in front of you when you're kind of a bit more relaxed. The B2B content that is on TikTok is far more comedic. It's funny, it's not as serious as the content you might find on LinkedIn. It is far more about being entertaining and raising brand awareness by reminding people that you're there, but in a funny way that helps them engage and fits with the general vibes of the platform rather than being completely jarring compared to the other content you might find on there. You see Rob Mayhew who does TikTok videos that make fun of agency life. All the classic situations and scenarios that we all find ourselves in every day, it's so relatable.
Kathryn Strachan
He's absolutely smashed his personal brand by making funny videos about Agency World and what's he selling. Well, he works as the head of strategy for a big global agency, but he's not actually selling anything really. It's not really a sales technique for him. He started doing it during the pandemic as a way to increase his personal brand and build himself. He's selling his expertise and his profile, I guess if he was to sell anything as he's gotten going, he has started to do some around certain products and I think that's probably a bit of an influencer. They're asking him to create a video about a time management software or something and he's doing a comedic sketch about everybody forgetting to do their timesheets. Oh, so and so did you use this? Like integrating it in like a really natural way.
Sam Floy
We've basically got the human element that fits and ticks off when you spoke. There about personal branding and I know this is something that you've done workshops on and things. First of all, what's the case for personal branding as a business? Because a lot of people say personal branding is fine, but I don't want to be an influencer. I should really be focused on running the business and getting things that way I shouldn't be.
Kathryn Strachan
Yeah, well, people buy from people, so there's a lot of research that actually shows that people are far more likely to buy from a brand whose CEO is active on social because it tells you who you're going to be working with. So especially in B, two b. When you're looking at lots of different suppliers, you want to work with a supplier who's going to get you, who you're going to be able to relate with, who's going to help you solve the problem. You're more likely to think that somebody's going to help you solve the problem if they seem to understand it, if they've been in similar positions themselves, if they are there to support you. I mean, it's how you add a face to it. If you think of any of the big tech brands, apple, Microsoft, they all have front runners as well. Steve Jobs and Bill Gates were doing personal branding before we even really knew what that word meant.
Kathryn Strachan
But they are front and center. They're talking about their products, they're sharing their expertise. They're doing all these things that help add a human element to it. It's not just a big faceless technology company, it's a company that has strong leadership, that has certain values that we all know and respect and look up to. I mean, personal branding is about creating an online reputation and maintaining that. I think it's quite a massive risk to not have a personal brand because then you're kind of leaving it up to fate for anybody to say whatever they want about you and that's what your personal brand is based on. When you lead a successful company, it's almost inevitable that you will be in the media at some point and you'll have to say something. When that time comes, it's much better to have a personal brand that you can fall back on that shows who you are 95% of the time, say the 5%.
Kathryn Strachan
The reason you've ended up in the media isn't so positive, but people see the 95% where you've done all these other really great things and it'll be a lot easier to excuse or forget even that negative situation. You're creating an online, creating and controlling an online reputation, which is far more powerful than leaving it up to fate to decide or a journalist who's had a bad day or any of these things. I think it's an incredibly savvy move to have a personal brand. I think almost all the big tech companies do have front leaders who lead as the name's Jeff and creating a personal brand is part of that. It creates a lot of opportunities. It helps with sales, but it also creates opportunities for things like PR. It's much easier to be featured or be even secure a speaking slot if you have a personal brand, because these conferences, these journalists, they want to feature people who have a following online and will therefore be able to promote the event or the publication or whatever it is.
Kathryn Strachan
Open so many more doors in terms of building your brand, in terms of promoting the company, in terms of closing deals and closing sales and building those relationships. I think it's a bit of a no brainer. I think the only reason why people don't do it isn't just so much that they don't understand the value of it, but is that they are kind of scared to do it because it is kind of a scary thing to put yourself out there, especially if you're going to put yourself out there in a really authentic, personal way, which especially now that so many people are building personal brands. What it does really require is that you are authentic and that you do share who you are rather than you see. A lot of people like copy and paste post from their company's account and just post it out via theirs or not post anything at all.
Kathryn Strachan
I think the biggest thing perhaps isn't not understanding, but being scared or hesitant to step forward or have an opinion.
Sam Floy
I think that there's also a time element I totally get the mindset of. Maybe it's impostor syndrome, maybe it's just feeling uneasy about going out and sharing your views of the world. This is something that you've done very well. Kathryn, I'm just curious. This something where you seek external help? Do you block out time in your calendar each week? Is it something you've just integrated? You've said, this is one of my top three priorities and so each day I'm just naturally going to be logging to LinkedIn and posting updates. How have you systemized it for? Want a better phrase?
Kathryn Strachan
Yeah, I mean, I think it depends on who you are. Especially in the tech world, a lot of tech leaders tend to be very naturally introverted. Therefore it can be really helpful to have a social media manager do it for you. With our clients we do personal branding and we start with like a half day workshop. When we start that workshop, they're normally really quiet and hesitant and then by the end of it you can't get them to stop talking, so it gets them to come out of that shell. And sometimes people need that little coaxing. They need somebody who can see these ideas, especially if they themselves are naturally creative or more introverted. For me personally, I do my own content, but I used to be a copywriter, so when I started Coffee House, I was a copywriter and that's how it all came about.
Kathryn Strachan
It's something that comes quite natural to me. I mean, I just wrote a post before this on the bus, took 5 seconds and wrote a post where some people would take hours and hours to know what to write about. I think it depends on who you are as a person and if it's a skill that comes naturally to you. If it isn't. If you need some confidence boosting, then working with an external provider can be really good. Especially if you don't understand the LinkedIn platform, how it works, what kind of content is going to work if you don't have the time to do the community management where you're building that audience online? Working with somebody else can be really helpful. I personally do it myself because I can do it really quickly and really easily and it's something that I enjoy doing as well, which is also important.
Sam Floy
Better Business Radar is a podcast made by us, the team at Coforuition. We offer an all in one solution for high value service companies looking for a simple and effective way to grow. A lot of businesses don't need Facebook ads or Drip funnel campaigns. They need to have a systematic way to demonstrate thought leadership, expand their network, and have the consistent, high quality content to stay on people's radar. This is what we offer with our fully managed company podcast. If you're interested in hiring us for your business, then head to Cofruition.com/BBR where you can learn more and get 10% off the setup of your show. The link is also in the episode description. Now back to the episode.
Sam Floy
I'm curious if you have like, maybe a slightly skeptical leader of a tech firm who's quite introverted, intellectually, knows, oh, I probably should be doing personal branding but doesn't gravitate towards doing it. Have you found any killer arguments to get people over the line?
Kathryn Strachan
Yeah, I mean, I think it's important to remember that social is relatively short lived, so don't say anything incredibly offensive or racist or sexist or just terrible and you're going to be all right. Even if you do that post and it doesn't perform well, then that's fine. When a couple of weeks, nobody's going to remember it or even probably be able to find it. The algorithm on Social is so short lived that unless you have a viral hit, people aren't going to be looking at the content that you did even a couple of weeks ago. Which is why you have to create daily content, because these things don't last forever. It's not going to still be circulating or people aren't really going to see it unless they perhaps go hunting for it. If you do a post and doesn't work, that's also not a failure because you're learning.
Kathryn Strachan
You have to learn. You have to test and learn, because even when the platform, even when the best practices, it's really about your audience and what your audience is going to engage with, what they like, what they don't like, what they care about. The only way to really find that out is to start posting, to test it out, to see what works, to take from those learnings and to adapt and refine and to move forward and take them forward with you. Even if a post doesn't perform well, it's not a failure. It's a learning insight of, oh, okay, maybe that didn't work or maybe it did work, but. You're looking at the wrong metrics. For example, things like when you share a link, quite often the engagement on the actual post might not be high, but you might see that a lot of people clicked through on that link and went on and read the article on the website or something.
Kathryn Strachan
There's lots of different ways to look at it as well. You want to make sure that you're looking at the right metrics.
Sam Floy
There's some things that you've learned in your journey that you look back on. You're like, obviously it was fine to do an experiment, but I've never do that again. What were some of the things that perhaps didn't work in your case?
Kathryn Strachan
I think when I started at the very beginning, back when I didn't really know what I was doing, I would spend a lot of the time talking about copywriting or the services that I was offering. This was back when I was a freelancer, so this was a long time ago. Like the services that I was offering. I mean, ideally you should have like a 2080 split and like only 20% is talking about the company and the services and kind of more of a hard sell. I think at the beginning I was probably more like an 80 20 split if even that 20 existed. Nowadays I only talk about the company, but when it comes up as like a natural thing so today my post was about the event we did yesterday, which was all about personal branding actually. That was a natural point to kind of talk about personal branding and mention it.
Kathryn Strachan
Yeah, it's far more natural, far more authentic, and far more personal. These days. Some days I don't even talk about the company because I'm just talking about myself or something that's happened or learning. I think it takes a while to get there because at the beginning, I think probably a lot of people start out the way I did because it's much more comfortable to talk about the company. When you're just talking about the services that you offer, you're not really standing up from the crowd because there are lots of other copywriters. What makes me different is that I'm me.
Sam Floy
I'm definitely in that camp of just defaulting towards like talk about the practicalities of the business, talk about services or things that are slightly tangential. I get onto this other thing and I'm a bit like a who cares? Or B is this insight or thought I have really that not necessarily it needs to be revolutionary, but am I just adding to the noise, basically? Do you ever come across that aspect of is this good enough?
Kathryn Strachan
No, not really. You don't tend to think like that because you might as well test it. If you have an idea or something you want to share, then just share it and see what happens. Don't overthink it and don't spend too long debating with yourself about whether or not you should post it. Never be offensive or hurt anybody or attack anybody. Apart from that, I don't think it's one of these things that needs to be overthought. I personally, when I create my content, there are certain things that I talk about. I talk a lot about female leadership and entrepreneurship. On Monday, I did a post about my mom because it was Mother's Day on Sunday and I did a post about my mom. Her leadership was very different growing up because she was like the calm hand and the rough waters of my dad's entrepreneurial journey.
Kathryn Strachan
I did a post about that on Wednesday. I did a post about our personal branding event that sold out and how kind of nervous I was for it. I just try to talk about what's going on in my life and what I'm thinking about and there are some really clear themes because there are some things that I care about. I also talk about just myself and what's going on in life and the events that I'm hosting. When I talk about these things, I try to take it from my own perspective. How do I feel about the event? Am I scared? Am I nervous? Am I excited? What's gone right, what's not gone right? Just try to be a bit more human. Rather than like, oh, we've got an event tomorrow, being like, oh, I'm really nervous and kind of excited and sold out and that stuff, rather than more corporate marketing and you.
Sam Floy
Find daily is the way to go.
Kathryn Strachan
If you have so LinkedIn themselves say that to get the best results from the algorithm, you need to post four times a week. I try to do four, if not five, and encourage anybody listening to do the same.
Sam Floy
Do you do Twitter or do you just focus on LinkedIn?
Kathryn Strachan
For me, it's just LinkedIn. I'm a big believer in focusing on the platform where your audience is and really niching down and not trying to do all of them at once, but some of our clients do have a big audience on Twitter and the people that they're trying to connect with are there. We do Reddit as well for our clients because especially in the more techie space, especially in the more software developer, that space, they are on Reddit because it's quite a technical platform. We go on the platform where the audience is and that's really the best way to think about it. Rather than trying to be everything on everywhere all at once, we really focus down on who you're trying to reach and where they're spending their time.
Sam Floy
We perhaps begin to wrap up . What are you looking forward to for the rest of the year in your work life?
Kathryn Strachan
We spent most of last year setting the foundation for further growth. We put in a whole new project management system and got a whole new brand, got a whole new website, so we're in a really strong position to grow. I'm looking forward to that growth and those opportunities. I'm personally working on building my board career, so I sit on the board of the NHS Counter fraud and I'm looking at expanding my board portfolio as well. That's really exciting in my personal professional life.
Sam Floy
We like to ask a couple of questions at the end of each interview. Who is someone that inspires you in your industry?
Kathryn Strachan
Yeah. Spencer Gallagher, who runs Cactus, is one of our non ex and he wrote a brilliant book called Agency Nomics. He's my mentor, which I'm really fortunate for. He's somebody that I definitely look up to and that's had a big role in helping to shape coffee house and making sure that we are heading in the right direction. I always say that I've learned pretty much everything I know about running an agency through him, so probably he's normally my go to for who inspires me.
Sam Floy
That sounds like a good influence, a good person to inspire.
Kathryn Strachan
Yeah.
Sam Floy
What is a very good book or resource or entry point for people who are interested in delving into the world of content marketing? Or B2B.
Kathryn Strachan
Content marketing for copywriting. We always buy all of our copywriters. The Art of Writing by Stephen King. It's quite a good book for learning the craft. If you're an agency owner thinking more about agency, I would recommend Agency Nomics by Spencer Gallagher and Peter Hool, because that book is like a manual for running and scaling an agency. So those would probably be my two.
Sam Floy
Cool. Where can people learn more about you and more about Copy House?
Kathryn Strachan
Follow me on LinkedIn or check out our website.
Sam Floy
Fantastic. We'll link to both in the show notes. Cool. Well, Kathryn thanks so much.
Kathryn Strachan
No worries. Thank you.
Sam Floy
Thank you for joining me for this episode of Better Business Radar. It's been great to speak with Katherine about all things content marketing. If you'd like to find out more about Copy House, visit copyhouse.io
Sam Floy
You can also follow Kathryn on LinkedIn for updates from her world and inspiration on how to start building your own personal brand. Links are in the episode description, along with any resources we've mentioned. If you've enjoyed the episode and would like more insights from leading thinkers and doers who can help you be smart in growing your business, please subscribe wherever you get your podcast. I'm Sam Floy. This has been Better Business Radar.
Sam Floy
See you next week.
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