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Michael Boezi: Consider the Source

Michael Boezi: Consider the Source

By Michael Boezi

Consider the Source audits the way we consume, share, and produce media. This project includes live performances and behind-the-scenes "process shots" of a songwriter and producer in action. Shares selected episodes with my long-running podcast: Marketing Without the Marketing.
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Running Your Business the Right Way

Michael Boezi: Consider the SourceOct 11, 2018

00:00
13:09
I'm Leaving
Apr 22, 202208:15
All It Takes Is One Lie

All It Takes Is One Lie

In your marketing, does what you say about yourself match what your customers say about you? If it doesn’t, you may have a trust problem – and you may not get a second chance to repair the damage. 

Nov 05, 201913:20
Writing a Mini-Series: Content Strategy Basics
Oct 29, 201914:15
Repurposing Content: Create an Online Course

Repurposing Content: Create an Online Course

In today's world, the selling process really is about teaching. Here's my method to streamline the process of creating a online course that you can use for customer acquisition, customer on-boarding, or just to "productize" your knowledge and create a new revenue stream.

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 22, 201919:22
Repurposing Content: Downstream Method

Repurposing Content: Downstream Method

If you're not repurposing blog content for your social posts, you are missing a huge opportunity to save time and effort. In this episode, I cover how to reuse the meta description, the post excerpt, and the post content itself so you can streamline your social media activities.

This is what I call my Downstream Method. I also have an Upstream Method, which is the topic of the episode before this one.

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 17, 201917:41
Repurposing Content: Upstream Method

Repurposing Content: Upstream Method

Have you ever thought about writing a book, but can't find the time? In this week's episode, I lay out my entire blog-to-book process – from planning to execution. It allows you to achieve two goals at the same time: Completing a large project and building an audience while you do it. 

This is what I call my Upstream Method. I also have a Downstream Method, which I'll get into in the next episode. 

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 15, 201919:08
Repurposing Content: Different Contexts

Repurposing Content: Different Contexts

Marketing is getting highly personalized. Each channel is its own community, which means that one "message" won't cut it anymore. Let's look at the ways this affects how you repurpose content across different channels, in different contexts.

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 10, 201915:04
Repurposing Content: Different Formats

Repurposing Content: Different Formats

Are you repurposing blog posts into email newsletters? This and other strategies for making more than one use out of your content can make you much more efficient. Here's how to do it safely and effectively.

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 08, 201913:23
Repurposing Content Is a Key Part of Any Content Strategy

Repurposing Content Is a Key Part of Any Content Strategy

Are you making multiple uses of blog posts, press releases, and emails to customers? With a little planning up front, content strategy helps you think a few steps ahead and save yourself valuable time – while building a set of content as a business asset. 

Sign up for my online course on the topic: https://controlmousemedia.com/repurposing-content

Oct 03, 201910:50
Picking Better Models than the Outliers

Picking Better Models than the Outliers

In building your business, are you always feeling behind? Like you can never live up to the countless stories of success? Maybe it's time to stop setting impossible standards. Here's one small change in perspective that can shorten your goal horizon. 

Oct 01, 201914:39
How to Make Your Content More Shareable

How to Make Your Content More Shareable

In order to activate the power of content marketing, you need other people to carry your ideas. That means that there are two things about your content that are really critical:

  1. It has to be compelling enough to share. It must be remarkable, or it won't "travel."
  2. It has to be easy to share. You have to try to reduce as much friction as you can.

In this episode, let's look at why people share – and the way that people share – so that it can inform the way that your create and propagate your content.

Sep 26, 201912:58
How to Syndicate Content Safely on Medium
Sep 24, 201912:14
Safe SEO Practices for Content Syndication on Your Blog

Safe SEO Practices for Content Syndication on Your Blog

Duplicate content is bad for SEO – or is it? Content syndication, done properly, is not only safe – but encouraged. There are 4 methods for syndicating content, two of which I endorse for a clean and effective content strategy. 

Here are links to the articles I mentioned in the episode:

Example of Content Syndication

Here's an example of my own content syndication. I published a blog post and podcast episode on the same topic:

While they are based on the same content, you'll notice that they are each presented a little differently to respond the differences in context.

Example of 301 Redirect

Here's an example of using a 301 redirect. Sometimes when I publish something here on my business blog, I want to include it on my personal blog too. So I just use a redirect:

Using "rel=canonical" Properly
  • Use this code:
  • Put it in the head section of the page, anywhere between and

If you want to learn more, the folks at Yoast have a great how-to called rel=canonical: the ultimate guide.

Sep 19, 201915:41
Teaching Your Customers: 4 Key Principles

Teaching Your Customers: 4 Key Principles

Do you like to be sold to? I don't. "Push marketing" can only generate awareness. While awareness is important, it's only Step 1. Trust comes when you try to teach your customers instead – bring some value to them instead of just pushing product on them. 

Spending more on awareness campaigns won't scale. Input = output (that is... if you're lucky). Teaching your customers is a better path, and all you have to do is align your content strategy with this principle. Continuing my thread from last week, there are four key factors that will help you activate this dynamic: Experience, Generosity, Collaboration, and Strategy.

Sep 17, 201911:58
Content Strategy Is Teaching

Content Strategy Is Teaching

When you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about – and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher? 

There are four key factors to producing good educational content: Structure, Sequence, Pacing, and Resources. So let's dig in and start to educate your customers!


Sep 12, 201911:30
Back at the Mic: 3 New Series

Back at the Mic: 3 New Series

I love the fall. Feels like a "reset" every year. Maybe it's because we're all used to back-to-school, or maybe it's just the transition from warm weather to cool, crisp autumn days (at least here in New England). In the spirit of transitions, let's start Season 5 by introducing a 3 new series that are in the pipeline – all of which will help you make better use of the content you are producing for your audience. 

Sep 10, 201903:02
A Simple Example of Ethical Business Practices

A Simple Example of Ethical Business Practices

Ethical business practices don't have to be the exception to the rule. But since they often are, it's worth highlighting the good people who run good businesses. This week's episode breaks from the regular format of the show and presents a story from an experience I had last weekend. 

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This story features Nantel Musique in Montréal. If you visit, ask for Jonathan, he's amazing! To hear my music, here's the latest full-length record I released with my band, The Rockmores: Interrupting Everything, along with the list of gear I used.

If you are new to the show, here's a little bit about me. I am a practitioner who shares what I learn "in the field" in my podcast and blog. I do this for free to "pay it forward." If you are able, fuel my efforts with a cup of coffee!

You can also support this podcast via Patreon.

Jun 18, 201908:17
The Starbucks Star Rewards Program: Data-Driven Marketing at Its Best
May 23, 201922:52
Social Media Strategy: An Integrated Approach

Social Media Strategy: An Integrated Approach

Get your social media strategy in order! Here’s a rapid-fire, integrated strategy that can apply to any small business – a capstone to my series on content strategy for social media.

I cover each of these platforms, categorized:

May 21, 201921:14
LinkedIn for Blogging: Challenges and Opportunities

LinkedIn for Blogging: Challenges and Opportunities

While LinkedIn is a low-commitment way to get started with blogging for business, you really need a strategy to get the most out of it. Here are two distinct game plans for you to consider: Which one is worth the time investment? 

May 16, 201915:08
Facebook Groups for Business: A New Approach to Marketing
May 14, 201916:42
Twitter Ads for Business: An Underrated Marketing Strategy
May 09, 201922:10
Hope Is Not a Marketing Plan

Hope Is Not a Marketing Plan

There are no shortcuts in building a business. At least it’s not worth playing the odds of putting stuff out there and hoping to get lucky. Or looking for tricks to beat the system. Time and time again, I get people who come to me asking for quick hacks and work-arounds. “I need to build an audience – quick. Can you help me?”

The answer is no. Building an audience requires honesty, patience, and a genuine desire to solve problems for others. And those things take time. Yes, a little luck along the way can help. But as I say all the time, "hope is not a marketing plan."

May 07, 201906:30
Medium for Business: The Benefits of Social Blogging
May 02, 201919:41
Facebook Ads for Business: Taking Your Social Strategy to the Next Level
Apr 30, 201924:53
Pinterest for Business: Are You Missing an Opportunity?
Apr 25, 201917:47
Instagram Stories vs. Snapchat: Which One Is Right for Your Business?
Apr 23, 201915:37
Snapchat for Business: Highlighting the Human Side of Your Brand
Apr 18, 201922:23
Instagram for Business: Brand Storytelling with Images

Instagram for Business: Brand Storytelling with Images

It’s fun to create and share images. So it’s easy to see why Instagram is one of the Web’s most popular platforms. But under Facebook’s ownership, Instagram is evolving quickly. What we’re seeing is a series of strategic moves to make the platform much more brand-friendly.

Here's an overview of some of the key Instagram strategies for business: How to use Instagram as a storytelling device for your brand; How to set up a clear, direct, and optimized user profile; Two strategies for how to make the most out of Instagram’s one-link restriction; Setting up a business account in Instagram and why it’s important; Hashtagging etiquette for business accounts; The basics of creating a Facebook Business Manager account so you can run ads on Instagram.

Here's my account should you wish to see some of my images: http://instagram.com/mboezi.

Apr 16, 201920:25
Marketing Starts with Respect

Marketing Starts with Respect

Good things happen when you respect your audience enough to let them come to a buying decision on their own. Are you willing to give up some control for a deeper relationship with your customers? 

Apr 10, 201910:18
YouTube for Business: Where the World Goes to Learn

YouTube for Business: Where the World Goes to Learn

YouTube is still the king of video, despite powerful challenges from Facebook, Instagram, and Snapchat. In Part 5 of the Social Media Strategy Series, I talk about how YouTube might fit into your overall content strategy, including how to monetize the platform.  

 Sign up for my online course Social Media Strategy for Business: https://controlmousemedia.com/social-media-strategy-for-business

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SHOW NOTES

Please note: As I mentioned in the last episode, Google Plus is officially shutting down as of April 2, 2019. 

Here are the standout YouTube channels that I mentioned in this episode:

Here's my channel: http://youtube.com/MichaelBoezi, and a couple of examples of how I use playlists to "chain" content together in one narrative:

If you want to get into using YouTube Ads, here's a good starting point for you:


Apr 04, 201920:31
Google+ Is Shutting Down TODAY (4/2/19): Download Your Data Now
Mar 28, 201911:11
Facebook for Business: Optimizing for Organic Reach
Mar 26, 201923:44
LinkedIn for Business: Taking It to the Next Level
Mar 21, 201920:26
Twitter for Business: Is It Right For You?

Twitter for Business: Is It Right For You?

Tons of people use Twitter as a marketing tool, but will it be effective for your business? Here are some considerations and strategies to help you decide.

Yes, Twitter has its problems. But to me, it’s still the most effective channel for building an audience. Once you listen to the episode, I think you’ll understand why it’s my best channel, by far (see: @mboezi).

In this episode, I cover:

  • What are the benefits of using Twitter for audience-building, if you get it right.
  • What are the potential pitfalls, including how to manage the "firehose" of posts.
  • How to find the right blend between broadcast and bi-directional activity.
  • How to find people to connect with – either directly or indirectly.
  • How images and videos boost your click-through rate (CTR) – especially native images.
  • Using lists to help keep you organized – and be strategic about audience-building.
  • How you can do some clever automating with Twitter – if you're careful.
  • A brief rant about auto-DMs. Spoiler alert: It's spam.
  • Using Twitter's Analytics to measure performance and iterate.
  • And a bunch of other strategies for engaging with an audience.

Sign up for my online course Social Media Strategy for Business: https://controlmousemedia.com/social-media-strategy-for-business 

Mar 19, 201926:08
Social Media Marketing: Choosing the Right Content
Mar 14, 201914:25
Social Media Marketing: 4 Strategies for Channel Selection
Mar 12, 201913:18
Taking Your Social Media Strategy Seriously

Taking Your Social Media Strategy Seriously

Why do some businesses underinvest in their social media strategy? The time and effort are worth it – if you do it right. Here's a rubric that might help you. 

Mar 07, 201915:18
Rickrolled: How Advertising Has Ruined the Internet
Feb 27, 201909:16
The One Word That Diminishes Your Work

The One Word That Diminishes Your Work

People don't mean to diminish your work, but that's exactly what they are doing when they use this one insidious little word. This word undervalues your expertise and experience by making it sound simple - as a way to sell you on doing something, paying you less than you're worth, or not paying you at all.

Subscribe here for the new upcoming series I mention in the episode: https://controlmousemedia.com/subscribe/

Feb 20, 201910:48
Me as a Customer

Me as a Customer

Today's consumers are savvy. Before a purchase, they're going to research you, read reviews, and ask their friends about you. They're going to make determinations about you – even before the first "touch." Are you set up to influence the process? Let's take a look.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Feb 14, 201912:38
You as a Customer

You as a Customer

How do you behave as a consumer? What's your evaluation process for a new product or service? Looking at your own process may offer some insight into how you present your offer to your customers and prospective customers.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Feb 12, 201912:31
Converting Your Customers Into Advocates

Converting Your Customers Into Advocates

Word-of-mouth marketing can happen on its own, but you don't want to leave it to chance. Here's how to make your customers are a part of your overall content strategy.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Feb 07, 201912:07
Anchor Acquired by Spotify
Feb 06, 201904:17
Getting Your Customers Involved

Getting Your Customers Involved

It's a missed opportunity if you don't give your customers a seat at the table early on. First, if the customer has no effect on product development, you'll probably get the product wrong. Also, the right customers have the potential to be your best sales reps, if you handle it right.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Feb 05, 201911:09
Picking the Right Customers

Picking the Right Customers

Not all customers are created equal. There are some that your business can't live without, and there are others who are more trouble than they're worth. Are you selecting the right customers - the one who provide more value than they extract?

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Jan 31, 201910:30
Finding Your First Customer

Finding Your First Customer

There's no milestone more important to your business than finding the first person who will actually pay you. This episode is about really focusing on whom you are trying to serve and making your content work towards the singular goal of earning your VERY FIRST customer.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Jan 30, 201912:42
Let's Talk About Your Customers

Let's Talk About Your Customers

Technically, it's not a business without customers. So let's talk about that – I'm kicking off a new series that gets into all the nuances of managing the customer lifecycle.

For more on the topic, please see The Customer Journey: Five Common Waypoints: https://controlmousemedia.com/customer-journey

Jan 29, 201903:11
I Am a Google Bot and Your Site Confuses Me
Jan 24, 201910:52
Content Strategy Makes You More Efficient

Content Strategy Makes You More Efficient

One of the single biggest things you can do to impact your business is to become more efficient with your content strategy. Here’s how to treat your content as an investment in a reusable business asset, saving you time in the process. 

Jan 22, 201912:07