Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" – Episode 355 Featuring Adam Ryan, Co-Founder & CEO of Workweek

Introduction

In Episode 355 of "Do This, NOT That," hosted by Jay Schwedelson and presented by Marigold, Jay welcomes Adam Ryan, the co-founder and CEO of Workweek. The episode delves into innovative marketing strategies, the significance of personality-driven branding, and effective community building. Adam shares his extensive experience in the marketing industry, providing listeners with actionable insights to enhance their marketing efforts.

Guest Introduction and Career Journey

Jay begins the conversation by highlighting Adam’s diverse career path, emphasizing his roles at notable companies and his unique start as a 9th-grade American government teacher. Jay humorously remarks:

“[00:02] Jay Schwedelson: ...the dude was a 9th grade American history teacher. That's when I peaked in my intelligence.”

Adam reflects on his teaching experience, admitting the challenges he faced:

“[01:38] Adam Ryan: ...ninth graders ask every question you can't prepare for... I quickly chose not to follow that career full time to not disadvantage my students.”

Despite moving away from teaching, Adam maintains his passion for education and continuous learning, which greatly influences his approach to marketing and community building.

Understanding Workweek

Jay expresses his enthusiasm for Workweek and seeks to understand its core functionalities. Adam explains:

“[02:48] Adam Ryan: We are a platform for professional networks. Think about LinkedIn, but specialized for specific industries like HR or e-commerce marketing.”

Workweek partners with industry experts to build credibility and trust, offering a platform for newsletters, podcasts, and community engagement. The multi-vertical approach allows Workweek to cater to various professional sectors, monetizing primarily through advertising and subscriptions.

The Power of Personality-Driven Email Newsletters

Jay observes Workweek's emphasis on personality-led brands, particularly through email newsletters, and questions their effectiveness in a saturated market:

“[03:56] Jay Schwedelson: ...why are you bullish on email newsletters when it feels like there's a zillion newsletters out there?”

Adam addresses this by highlighting the shift towards individual-focused content over brand-centric messaging:

“[04:28] Adam Ryan: ...people are learning from other individuals more than faceless institutions.”

He introduces the "knowledge expert paradox," where experts possess valuable insights but lack the time or motivation to share them individually. Workweek bridges this gap by democratizing access to expert knowledge through personality-driven newsletters, fostering trust and personal connections with the audience.

Jay further explores how personality-driven newsletters serve as the foundation of influencer marketing:

“[06:33] Jay Schwedelson: ...it's the origin of influencer marketing ... Should brands have personalities in their newsletters?“

Adam agrees, emphasizing the necessity of trust in influencing customers:

“[07:19] Adam Ryan: If you're trying to influence someone, that requires trust. Use individuals within the organization to lead the communication ...”

He suggests that brands can effectively scale a personality by having team members, such as product managers or executives, lead their newsletters, whether through ghostwriting or direct communication.

Effective Community Building

Shifting the focus to community building, Jay shares his personal experience with a WhatsApp community that struggled to maintain engagement. He seeks Adam’s expertise on creating active and thriving communities.

Adam underscores that successful communities should facilitate connection, learning, and professional growth:

“[10:29] Adam Ryan: Communities should help people connect, learn, and grow. Define the purpose clearly, whether for retention or prospecting, and design the community experience accordingly.”

He critiques common tools like Slack and WhatsApp for lacking built-in engagement mechanisms necessary for sustained activity. Instead, Adam advocates for creating tailored platforms that incorporate engagement loops to keep members active and involved.

Engagement Loops and Retention Strategies

Adam introduces the concept of "engagement loops" as crucial for maintaining active communities. He contrasts successful platforms like Facebook and Doximity with basic community setups that fail to retain users:

“[16:04] Adam Ryan: ...to drive engagement and retention, you need engagement loops and meaningful, relevant interactions.”

He highlights the importance of relevance and personalization, drawing lessons from platforms like TikTok, which tailor content to users' current interests:

“[16:04] Adam Ryan: ...let’s learn what TikTok did... ensure that what they're experiencing is relevant to them in the moment.”

By implementing engagement loops and ensuring content relevance, Workweek aims to create communities that not only attract members but also keep them actively involved and invested.

Conclusion

The episode wraps up with Jay encouraging listeners to explore Workweek and teasing a future trivia contest on American government facts. Adam reaffirms his commitment to fostering engaging communities and effective marketing strategies.

“[17:31] Jay Schwedelson: ...Everything going on at workweek.com ... Adam, thanks for being here, man.”

Overall, the conversation provides valuable insights into modern marketing techniques, emphasizing the importance of personal branding through newsletters and the strategic approach required for successful community building. Adam Ryan’s expertise offers listeners practical advice to build trust, engage audiences, and sustain active professional communities.

Key Takeaways:

• Personality-Driven Branding: Leveraging individual personalities within organizations can enhance trust and influence customer behavior.
• Email Newsletters: Personalized, expert-led newsletters remain a powerful tool for building consistent and meaningful audience relationships.
• Community Building: Successful communities focus on connection, learning, and professional growth, supported by tailored engagement strategies.
• Engagement Loops: Implementing mechanisms that encourage repeated and relevant interactions is essential for maintaining active and engaged communities.

For more insights and to explore Workweek’s offerings, visit workweek.com.