Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold

Episode: LinkedIn HUGE Change! ➕ On-Demand is Dying? ➕ Goodbye Gossip Magazines? What’s Up THIS WEEK | Ep. 347
Release Date: June 3, 2025
Host: Jay Schwedelson
Presented By: Marigold
Platform: GURU Media Hub

1. Introduction

In Episode 347 of "Do This, NOT That!" hosted by Jay Schwedelson, listeners are treated to a concise yet insightful discussion on the latest trends and changes in the marketing landscape. This episode delves into significant updates on LinkedIn, evolving strategies around virtual events, and the decline of traditional gossip magazines. Jay combines practical marketing tips with personal anecdotes, providing actionable advice for marketers aiming to stay ahead in a competitive environment.

2. Major LinkedIn Analytics Update

Jay opens the episode by highlighting a pivotal update to LinkedIn's analytics features that can transform how marketers assess the effectiveness of their content.

• New Analytics Features:
  LinkedIn has introduced a functionality that allows users to track how individual posts contribute to profile views and the acquisition of new followers. This applies to both personal and company pages, providing granular insights on a post-by-post basis.

• Practical Implications:
  Jay emphasizes that understanding which types of content drive engagement and follower growth is crucial for refining content strategies. For instance, a post with 2,000 impressions can now be analyzed to determine how many profile viewers or new followers it generated.

• Notable Quote:
  “This is a game changer as people look to expand out on their LinkedIn content strategy.” (04:30)

• Actionable Takeaway:
  Marketers should categorize their LinkedIn content—such as carousel posts, informational updates, product promotions, or polls—and analyze their performance in driving profile views and follower growth. This data-driven approach enables the creation of a more effective content roadmap.

3. The Shift Away from Traditional On-Demand Events

Jay discusses a transformative tactic employed by his company, Eventtastic, concerning virtual events and webinars.

• Earned On Demand Model:
  Unlike traditional on-demand models where all content is immediately accessible post-event, Eventtastic requires attendees to engage live for at least 60 minutes to earn access to the on-demand content.

• Impact on Engagement:
  This approach has significantly boosted live attendance rates from an average of 40% to 70%. Jay attributes this success to the principle that demand is driven by active participation rather than passive consumption.

• Industry Trends:
  There is a noticeable decline in the availability of on-demand content for webinars, with recent data showing a drop from 80% to 63% over the past year. Additionally, 34% of webinars are now offered as live-only events.

• Notable Quote:
  “On Demand is really no demand because we're trying to basically turn the planet into Netflix, where everything's available all at once.” (13:45)

• Actionable Takeaway:
  Marketers should consider implementing an 'earned on demand' strategy to enhance live attendance and engagement. By incentivizing live participation, businesses can increase conversion rates and pipeline growth, moving away from the legacy thinking of universally accessible content.

4. The Decline of Gossip Magazines and Ethical Marketing

Shifting gears, Jay addresses the unfortunate decline of traditional gossip magazines, sharing both industry insights and a personal anecdote.

• Closure of Major Publications:
  Iconic gossip magazines like In Touch and Life and Style are ceasing publication, reflecting changing consumer behaviors and the shift towards digital content consumption.

• Personal Anecdote:
  Jay recounts a revealing meeting with a gossip magazine publisher, where he learned that sensational and often unverified celebrity stories are fabricated purely to drive sales. He shares his disillusionment with the ethical standards of such publications.

• Notable Quote:
  “That is not okay. That can't be the foundation of a business. This is ridiculous.” (20:15)

• Industry Reflection:
  The decline of gossip magazines underscores the importance of authenticity and ethical practices in marketing. Jay uses this example to highlight the pitfalls of prioritizing sensationalism over genuine value, advocating for integrity in content creation.

5. Conclusion and Key Takeaways

Jay wraps up the episode by reinforcing the importance of adapting to industry changes and maintaining ethical standards in marketing.

• Embracing Data-Driven Strategies:
  Leveraging LinkedIn's new analytics can significantly enhance content strategy effectiveness by providing clear insights into what drives engagement and follower growth.

• Innovative Event Strategies:
  Transitioning to an 'earned on demand' model for virtual events can substantially increase live participation and lead to higher conversion rates, aligning with current trends that favor active over passive content consumption.

• Ethical Marketing Practices:
  The downfall of sensationalist gossip magazines serves as a cautionary tale about the consequences of compromising ethical standards for short-term gains. Marketers are encouraged to build trust through authenticity and value-driven content.

• Final Notable Quote:
  “You want to make your content be the engine for your business.” (28:50)

Additional Information

For those interested in further enhancing their marketing strategies and attending top-tier virtual events, Jay recommends visiting guruevents.com, where marketers can access free virtual events featuring industry leaders like Daymond John and Martha Stewart.

Note: The timestamps provided correspond to key moments in the podcast transcript, facilitating easy reference for listeners who wish to revisit specific sections.