Growth Machine Marketing Podcast

We usually talk about content as a marketing tactic to grow a business. But what if content is the business? This week, we’re diving into the world of creators with Gil Kruger. Gil is the founder of Best Regards Media, a talent management and production company that represents some of the best narrative storytellers on social media. We talk about: * What the Creator Economy actually is * How creators make money through brand deals and partnerships * The difference between an influencer and a creator (and why it matters) * Metrics that brands and creators really care about * The rise of LinkedIn as a legit platform for content deals * The role of authenticity, creative control, and choosing the right platform Show Notes: (0:58) In today’s episode, we’re joined by Gil Kruger of Best Regards Media.  (4:22) Gil walks us through his background- from film production to founding a creator management company. (8:29) The types of creators Gil works with and how he helps them land brand deals and partnerships. (15:13) What is the Creator Economy, really? And why are brands so eager to tap into it? (19:40) What do brand deals actually look like behind the scenes? (24:18) The magic word of this episode? Authenticity. How creators can align their content with brands they genuinely care about. (25:45) LinkedIn is emerging as a new platform for brand deals. How it's different and why it matters.  (30:32) How much creative control do creators have when working with brands? (32:45) We unpack the stigma around the word "influencer" and discuss the creator vs. influencer distinction. (35:01) Tips for brands: What to know (and what to avoid) when working with creators. (40:49) Gil shares common engagement metrics and how to measure success across platforms. (44:39) UGC, EGC, CCG... what do all these content types mean, and how do they differ? (55:02) Just because you can be everywhere doesn't mean you should. Lindsay discusses the importance of finding your platform. (1:05:46) YouTube’s staying power: Why it's still the #1 streaming platform for creators and brands. (1:08:19) What makes TikTok such a magnet for creators? (1:10:19) Gil notes how AI is showing up in the creator economy. (1:12:12) Thanks for listening! Check out the links below to find Gil Kruger, and be sure to leave a review if you enjoyed this episode. Links: Best Regards Media [https://bestregardsmedia.com/] Camp Takota [https://www.imdb.com/title/tt3097084/] (2:38) Creatorbuzz [https://www.linkedin.com/company/creatorbuzz/] (31:55) Creator Match [https://www.creatormatch.com/] (31:59) Creator Authority [https://www.linkedin.com/company/creator-authority/] (32:01) Connect with Nora and Lindsay: https://www.linkedin.com/in/noraschlesinger/ [https://www.linkedin.com/in/noraschlesinger/] https://www.linkedin.com/in/lindsay-rios-61875336/ [https://www.linkedin.com/in/lindsay-rios-61875336/] Connect with Gil: www.linkedin.com/in/gil-kruger [https://www.linkedin.com/in/gil-kruger] www.instagram.com/bestregardsmedia [https://www.instagram.com/bestregardsmedia] MBE Group: https://mbe.group/ [https://mbe.group/] https://www.facebook.com/mbegroupllc/ [https://www.facebook.com/mbegroupllc/] https://www.linkedin.com/company/mbegroupllc/ [https://www.linkedin.com/company/mbegroupllc/] https://www.instagram.com/mbegroupllc/ [https://www.instagram.com/mbegroupllc/]

When is a social strategy the right way to go and when is SEO the right way? We’re joined by Ashley Rector, CEO of Quimby Digital, for a fun convo between agencies about the pros and cons of each of our approaches. We dive into: * When we each recommend our clients DON’T use our services * Tips for SEO best practices on social media * The best ways to use paid ads and social content for lead generation * Ashley’s unconventional journey to owning an agency * How much you should spend on ads * What ROI you can expect from social channels and paid ads * Creative ways Ashley is using AI for work Show Notes: (1:12) Welcome back to The Content Lab! Joining us today is Ashley Rector, founder of Quimby Digital. (1:42) Ashley shares her pivot from law to creative work and what inspired her to launch her own boutique social media agency. (5:08) Lindsay and Ashley share hesitations they've heard around the word “agency” and why it carries negative perceptions. (6:52) SEO in the context of organic social is often overlooked but increasingly important. We also chat about on-platform vs. off-platform SEO. (10:59) Social media best practices, including testing strategies and optimizing your bio. (13:20) Balancing platform-specific content with SEO. Why your marketing channels should work together. (17:22) There is no silver bullet or magical solution. Good marketing takes time, consistency, and investment. (19:25) Hear it from Quimby Digital and MBE Group: When we know we’re not the right fit for a client and how success looks different for every client. (25:41) How AI is changing agency work and where it still falls short. (31:22) The value of AI in idea generation and content optimization. (37:27) Customizing AI tools to better fit your agency’s workflow. (44:49) What does a realistic budget look like for organic and paid social strategy? (49:17) UGC actors, influencers, and employee generated content... Oh my! (54:05) How we stay up to date with industry trends and marketing news. (56:32) The most useful KPIs for tracking ROI and knowing when to evaluate performance. (Spoiler: It's NOT after the first week) (1:03:05) That’s a wrap! We'd love to hear your thoughts about this episode. Find us on our social channels in the links below! Links: Harness [https://www.harnessmagazine.com/] (2:40) Customize your ChatGPT [https://chatgpt.com/g/g-LVmNWLink-custom-gpt] (37:39) Connect with Nora, Heather, and Lindsay: https://www.linkedin.com/in/noraschlesinger/ [https://www.linkedin.com/in/noraschlesinger/] https://www.linkedin.com/in/heather-leith/ [https://www.linkedin.com/in/heather-leith/] https://www.linkedin.com/in/lindsay-rios-61875336/ [https://www.linkedin.com/in/lindsay-rios-61875336/] Connect with Ashley: https://quimbydigital.com/ [https://quimbydigital.com/] https://www.linkedin.com/in/arector/ [https://www.linkedin.com/in/arector/] MBE Group: https://mbe.group/ [https://mbe.group/] https://www.facebook.com/mbegroupllc/ [https://www.facebook.com/mbegroupllc/] https://www.linkedin.com/company/mbegroupllc/ [https://www.linkedin.com/company/mbegroupllc/] https://www.instagram.com/mbegroupllc/ [https://www.instagram.com/mbegroupllc/]

What happens when you stumble into content creation, and suddenly thousands of women see their story in yours? In this episode, Nora Schlesinger and Lindsay Rios sit down with Paige Connell, a content creator who built a deeply resonant platform by talking candidly about motherhood, mental load, and the invisible work so many women carry. Paige shares how she unintentionally grew her following, and how she balances authenticity, boundaries, and burnout as a creator.  In this episode, we talk about: * How Paige grew her platform through authentic content * Why “mental load” content resonates so deeply * The importance of setting boundaries as a public figure * Channel strategy and engaging with your audience * What creators need to know about feedback, burnout, and platform strategy Show Notes: (0:52) Joining us today is Paige Connell, a working mother of four whose relatable TikTok and Instagram content resonates with millions. (1:49) Paige talks about the early stages of her content journey. Before she turned content into her full-time job, she started with lurking and posting without intention. (5:57) Facing harsh judgment: the challenges of sharing personal experiences in motherhood and child care online. (8:04) Paige shares how she copes with feedback and criticism, and how she sets boundaries as a content creator. (13:20) How posting without direction turned into intentional growth. (17:10) Balancing life as a creator and a parent. Paige shares how she manages both roles. (26:21) Where Paige draws inspiration for her content. (32:39) Consuming content opens you up to different viewpoints and experiences of others. (35:59) Strategizing across different social channels and understanding who you’re talking to when it comes to your messaging.  (46:33) Does content always have to be well thought out or scripted? (48:04) Why engaging in your comment section can help you learn more about your consumers and their understandings. (51:10) There’s more than meets the eye when it comes to keeping up with content creation. Paige shares a glimpse of what her day-to-day looks like. (57:33) Don’t overthink, just do it. (1:03:41) Making empathetic content centered around your audience. (1:07:54) How different sides of your personality can emerge through your content. (1:11:12) Paige gives her advice on staying energized and avoiding burnout. (1:17:07) That concludes this episode, thanks for listening! Be sure to check out Paige's content in the links below, and let us know your thoughts on the episode. Links: Devil in the Family: The Fall of Ruby Franke [https://www.imdb.com/title/tt35309276/] (25:07) Mary Catherine Starr on Instagram [https://www.instagram.com/momlife_comics/?hl=en] (27:59) Broma Bakery [https://bromabakery.com/] (1:06:16) Connect with Nora and Lindsay: https://www.linkedin.com/in/noraschlesinger/ [https://www.linkedin.com/in/noraschlesinger/] https://www.linkedin.com/in/lindsay-rios-61875336/ [https://www.linkedin.com/in/lindsay-rios-61875336/] Connect with Paige: https://www.sheisapaigeturner.com/ [https://www.sheisapaigeturner.com/] https://paigeconnell.myflodesk.com/freeguide [https://paigeconnell.myflodesk.com/freeguide] https://www.tiktok.com/@sheisapaigeturner [https://www.tiktok.com/@sheisapaigeturner] https://www.instagram.com/sheisapaigeturner/ [https://www.instagram.com/sheisapaigeturner/] MBE Group: https://mbe.group/ [https://mbe.group/] https://www.facebook.com/mbegroupllc/ [https://www.facebook.com/mbegroupllc/] https://www.linkedin.com/company/mbegroupllc/ [https://www.linkedin.com/company/mbegroupllc/] https://www.instagram.com/mbegroupllc/ [https://www.instagram.com/mbegroupllc/]

We're not going anywhere... but our name is. After years as the Growth Machine Marketing Podcast, we're rebranding to something that better reflects what this show has become: a space to explore how real people use content to build meaningful brands. In this short episode, you'll hear why the change felt necessary, what you can expect going forward, and why we're so excited about the future of The Content Lab. Thanks for being here! Links: * #42 Lessons From a Merger [https://open.spotify.com/episode/39cpTaAkMouUJJ1MjkA2IY?si=BIR_m579RyG10L2D8orRWw] * #46 Lessons From a Merger Pt 2: The Buyer Side [https://open.spotify.com/episode/20rHAH5UhwnGnU7mCymGjy?si=pC9QgrkTRVOChfXcO4LSHA] MBE Group: https://mbe.group/ [https://mbe.group/] https://www.facebook.com/mbegroupllc/ [https://www.facebook.com/mbegroupllc/] https://www.linkedin.com/company/mbegroupllc/ [https://www.linkedin.com/company/mbegroupllc/] https://www.instagram.com/mbegroupllc/ [https://www.instagram.com/mbegroupllc/]

Frank Buscemi and Tom Eisbrenner from MBE Group share their POV of the acquisition of Growth Machine. We talk about how the merger process went on their end of things as the buyers, covering: * Why they wanted to buy us * How they chose Growth Machine * Their biggest fears in the buyout process * What they learned merging our two companies * Advice for business owners looking to acquire a company Show Notes (1:35) You’ve heard the acquisition story from the Growth Machine side, but this time, hear it from the MBE Group side. (1:57) Meet Tom, our President, and Frank, our CEO, as they share their backgrounds and roles at MBE Group. (7:14) Tom and Frank discuss what growing the business looks like from their perspective. (14:25) What MBE Group was looking for in an acquisition and their dealbreakers when evaluating potential companies. (18:14) Why did MBE Group choose Growth Machine? (24:41) How a past merger experience helped shape the process of bringing MBE Group and Growth Machine together. (28:54) The importance of aligning core values when merging with another company. (32:20) The biggest challenges and obstacles faced during the acquisition. (40:37) How company culture impacts success—because apathy kills. (43:28) Tom and Frank share whether they'd consider another acquisition in the future, and how it would differ from this one. (48:39) Closing thoughts: Advice for those exploring acquisition opportunities. Links: IPREX [https://www.iprex.com/] (9:50) Palmer [https://palmeradvisors.com/] (18:44) Connect with Nora, Heather, Frank, and Tom: https://www.linkedin.com/in/noraschlesinger/ [https://www.linkedin.com/in/noraschlesinger/] https://www.linkedin.com/in/heather-leith/ [https://www.linkedin.com/in/heather-leith/] https://www.linkedin.com/in/frank-buscemi-556a243/ [https://www.linkedin.com/in/frank-buscemi-556a243/] https://www.linkedin.com/in/tom-eisbrenner-2596185/ [https://www.linkedin.com/in/tom-eisbrenner-2596185/] Growth Machine: https://growthmachine.com/ [https://growthmachine.com/] https://twitter.com/growthmachine__ [https://twitter.com/growthmachine__] https://www.linkedin.com/company/yourgrowthmachine/ [https://www.linkedin.com/company/yourgrowthmachine/] Join our newsletter! [https://growth-machine.kit.com/80f638d896] MBE Group: https://mbe.group/ [https://mbe.group/] https://www.facebook.com/mbegroupllc/ [https://www.facebook.com/mbegroupllc/] https://www.linkedin.com/company/mbegroupllc/ [https://www.linkedin.com/company/mbegroupllc/] https://www.instagram.com/mbegroupllc/ [https://www.instagram.com/mbegroupllc/]