The Special Marcoting Live Podcast copertina

The Special Marcoting Live Podcast

The Special Marcoting Live Podcast

Di: Marco Novo
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A proposito di questo titolo

 Marcoting Live is where authority is built, not claimed. Live conversations about positioning, personal branding and strategic marketing for creators and entrepreneurs who think long-term.

mfcnovo.substack.comMarco Filipe da Costa Novo Economia
Episodi
  • Own Your Content: Why Creators Need More Than YouTube

    Own Your Content: Why Creators Need More Than YouTube
    Feb 25 2026
    Own Your Content: Why Creators Need More Than YouTube in 2026Two things I keep coming back to in content creation. One, you should own the house — you should own the land where you’re building. And two, you need to understand how to monetize your content. It’s nice to produce great work, but if you can’t turn it into revenue, you’ve got a hobby, not a business. And let me tell you, that monetization piece is trickier than most people admit.I invited three guests onto the Special Marcoting Live Show to dig into both of these problems: Caren Glasser, a tech evangelist whose mission is to take the fear out of technology; Jan Creidenberg, who manages product and growth at Open Video; and Connor Shield, head of creator success at the same platform. What followed was one of the most practical conversations I’ve had about what it really means to own your content and build a sustainable creator business.Owning the Land Isn’t a Metaphor — It’s a Business DecisionI’ve been saying this for a while, and Caren has been saying it even longer: if you’re putting your content exclusively on platforms you don’t own, you’re taking a massive risk. And I’m not being dramatic. I had a Facebook page stolen by a hacker a few years ago. I asked Facebook to give it back more times than I can count. Never got it back. All that content, all those followers — gone.Caren echoed this from her own experience. “I have colleagues — I’m sure you have colleagues, Marco — that have been shut down for no apparent reason. They’re just done,” she said. That’s why she was already storing her content across Google Drive, Vimeo, OneDrive, Apple Drive, and YouTube before she found Open Video. She knew the risk was real.And it’s not just about accounts disappearing. I’m an Amazon content creator, and I upload videos to Amazon.com, Amazon UK, and Amazon Canada. The same videos — same language, same content. Some get approved on one platform and rejected on the others. AI moderation is wildly inconsistent, and when you don’t own the platform, you have zero control over those decisions.The Platform Doesn’t Work for You — It Works for ItselfJan made a point during the conversation that really stuck with me. He said these platforms want to maximise watch time on their platform. They don’t care whether it’s your video or somebody else’s. A YouTube subscriber is essentially a vanity metric — it shows how popular you look, but you have no clue who those people actually are. You don’t have their email. You can’t contact them directly. You’re completely dependent on an algorithm that serves the platform’s interests, not yours.Connor took this further with a parallel that should worry every video creator. He and Jan have spent years in the publishing space, and they’ve already watched what happened to text-based content. Publishers who built their businesses on Google search traffic saw everything collapse when Google started keeping users on its own platform with AI-generated overviews. Overnight, businesses that depended on that traffic lost their lead generation.“We see the same risk profile in video,” Connor said. If YouTube decides to stop sending traffic your way, what do you have left? Do your viewers know about your brand, your website, and your products? For most creators, the honest answer is no.This is the core argument for owning your content on your own domain. It’s not about abandoning YouTube — Caren was very clear about that. Open Video is not instead of YouTube. It’s in addition to YouTube. You still use the big platforms for discovery. But your home base, the place where you truly own the relationship with your audience, needs to be on land you control.How Open Video Changes the Creator EquationWhat drew me to this conversation was how practical the Open Video solution is. Connor walked through the dashboard live on the show, and the first thing that struck me was the simplicity. Creators are already juggling too many platforms, so the last thing anyone needs is another complicated tool.The dashboard covers everything you’d expect — video management, analytics, channel hosting, audience management, and monetization settings. But the details matter. When someone subscribes to your Open Video channel, you actually get their email address. Compare that to YouTube, where a subscriber is just a number with no way to reach them directly. You can also upload existing email lists, and the platform automatically notifies your subscribers when new content drops.Caren demonstrated the YouTube import app, which lets you either manually import individual videos or set up automatic syncing so every new YouTube upload also lands on Open Video. The metadata — titles, descriptions, thumbnails, categories — all transfer over. You can tweak everything within Open Video’s interface, which mirrors YouTube’s familiar fields.One feature I found particularly ...
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    1 ora e 6 min
  • How to Build Authority as a Freelancer (and Stop Competing on Price)

    How to Build Authority as a Freelancer (and Stop Competing on Price)
    Feb 18 2026
    Most freelancers spend years getting really good at their craft — then spend the rest of their careers racing to the bottom on price. Jason Willis-Lee has spent 26 years proving there is a better way. A medical translator based in Madrid who trained as a doctor, pivoted to life sciences, and eventually built a consultancy teaching business skills to other language professionals, Jason is living proof that deep expertise combined with smart positioning beats generic visibility every time.Jason recently joined the Special Marketing Live Show to talk about authority, direct client acquisition, and how to survive — even thrive — in the age of AI. What came out of that conversation wasn’t a list of tactics. It was a coherent philosophy: know your edge, build a framework around it, and create assets that pull the right clients directly to you.Here’s the substance of that conversation, broken down into the ideas that matter most.The BRIDGE Framework: A System for Building AuthorityJason’s approach to authority isn’t vague. He’s codified it into an acronym he calls the BRIDGE — a framework he teaches, talks about across all his content, and builds his entire consultancy positioning around.B is for personal Branding. Your life, your story, your unusual combination of experiences — these are what differentiate you from anyone else on the market. Jason’s background as a medical student who became a translator who now coaches freelancers is unusual, and that unusualness is the point. If you try to sand those edges down to appeal to everyone, you disappear.R is for P2P Relationships — person to person. In Jason’s words, staying human is the most important message he has. LinkedIn, podcasts, direct outreach: all of it should feel like a real conversation between two people, not a broadcast.I is for Impact Content. You need to be publishing material that creates a response — not content for the sake of a posting schedule, but content that genuinely teaches, challenges, or provokes. This is the kind of content that builds an audience that actually wants to hear from you.D is for Data. You have to track what’s working and stop doing what isn’t. Build the habit of looking at numbers and leaning into signals from your audience.G is for Growth through expertise. Every single person reading this has a specialisation that, if articulated well, makes them the obvious choice for a specific type of client. The BRIDGE is built on exploiting that specialisation rather than hiding it.E is for AI Efficiency. Not AI as a replacement, but AI as leverage. Jason estimates he earns more per hour since integrating AI into his workflow than he did before. The work gets done faster. The quality, when you prompt well, stays high.The power of naming a framework like this is that it becomes a shorthand for everything you stand for. People remember names and structures. They don’t remember vague promises.Authority vs. Going Viral: Why the Right Choice Is Counter-IntuitiveThere is a constant temptation — especially on social platforms — to optimise for reach. Going viral feels like validation. A post with thousands of likes feels better than one with twelve, even if those twelve are the exact people who would hire you.Jason is direct on this: authority is the secret sauce. But building authority means making content that’s specifically for your niche audience, not for the algorithm. It means being willing to lose the casual scroller to keep the attention of the right professional.The image he uses is of a castle with a moat. If you build your personal brand correctly — if you lean into what makes you genuinely different and build a body of work around it — you become a category of one. Your competitors are outside the moat. Inside, you have no competition. The clients who want exactly what you offer will seek you out.Businesses that stall around the 2 million revenue mark, Jason notes, often break through not by changing their service but by building authority assets: a book, a signature framework, a piece of intellectual property that shifts how the market perceives them. That shift is available to any freelancer at any stage of their business.The Three-Part Client Acquisition System: Authority, Magnets, and Social ProofAuthority alone does not close clients. Jason breaks the acquisition process down into three components that need to work together.The first is authority — everything covered above. The second is magnets. You need something that attracts people towards you and gives them a reason to enter your world. This could be a PDF download, a video recording of a conference talk, a free chapter from a book. The key point: it should not be thrown together in twenty minutes. A well-crafted lead magnet builds an audience. A poor one damages your positioning.Jason’s own magnet is the first chapter of his book How to Find More Direct Clients — specifically the chapter on niching down, which he...
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    1 ora e 5 min
  • The Perfect Match: How Wedding Photography and Marketing Strategy Share the Same DNA

    The Perfect Match: How Wedding Photography and Marketing Strategy Share the Same DNA
    Feb 11 2026
    In an eye-opening conversation with wedding photographer and marketing expert Jonathan Schuessler, we discovered that capturing unforgettable wedding moments and building successful marketing campaigns have more in common than you might think. With nearly ten years of wedding photography experience and seven years helping local businesses amplify their digital presence, Jonathan reveals how the art of being present without being intrusive translates directly into effective marketing strategies. Whether you’re a wedding professional looking to grow your business or a local service provider seeking to connect authentically with your audience, these insights will transform how you approach client relationships and content creation. The parallels between wedding photography and modern marketing are striking—both require understanding your audience deeply, being in the right place at the right moment, and capturing authentic stories that resonate.Why Wedding Photographers Make Exceptional MarketersJonathan’s unique perspective stems from his dual role as both a wedding photographer and marketing consultant for local businesses. Unlike other vendors who observe from the sidelines, wedding photographers must be “in between all the people” to capture genuine moments. This requires a chameleon-like ability to blend into the celebration while remaining alert to photo opportunities. The same principle applies to effective marketing—you need to be present in your customers’ journey without being disruptive or intrusive.The preparation process reveals these parallels clearly. Before a wedding, Jonathan conducts two critical calls: a fifteen-minute initial consultation to understand the couple’s vision, followed by a detailed video call with both partners to discuss every stage of the day. This mirrors the customer discovery process that every successful business should implement. He asks questions like “What’s your vision for the day?” and “What’s important to you?”—the same questions marketers should ask their target audience.Perhaps most tellingly, Jonathan requires an engagement photo shoot before the wedding day itself. Why? Because he needs to know the couple personally to photograph them authentically on their most important day. In marketing terms, this is your customer research phase—understanding your audience so deeply that your messaging feels like it comes from a trusted friend rather than a distant corporation. You cannot create compelling content or effective campaigns without truly knowing your customers’ hopes, fears, and desires.The Three-Call Framework: Building Trust Before the Big DayJonathan’s client onboarding process offers a masterclass in relationship building that any service business can adapt. The journey begins with a quick fifteen-minute call scheduled through a booking tool (he uses TidyCal, similar to Calendly). During this initial conversation, he focuses on five key areas: the couple’s vision, their priorities, their aesthetic preferences, their budget, and whether his approach aligns with their expectations. Critically, he explicitly states that it’s “totally fine” if they’re not a good fit—a refreshing honesty that builds trust immediately.The second call is more comprehensive and requires both partners to participate. Here, Jonathan shares his expertise about timing, group photo logistics, and day-of-the-event planning. He’s not just selling photography services; he’s positioning himself as a consultant who helps clients plan the entire visual experience of their wedding day. This consultative approach transforms the transaction from a simple vendor-client relationship into a partnership.The third interaction—the engagement photo shoot—serves multiple purposes. It helps the couple feel comfortable in front of the camera, allows Jonathan to understand their dynamics and preferences, and creates content they can use for save-the-dates or wedding websites. For businesses, this translates to offering value before the purchase. Consider what “engagement shoot” equivalent you could offer your prospects—perhaps a free consultation, a sample of your service, or educational content that helps them even if they don’t buy from you immediately.Content Creation Strategy: What Your Customers Actually Want to KnowWhen asked for content-creation advice, Jonathan shared a framework that cuts through the noise of social media marketing. His first recommendation? Ask your customer service team (or yourself, if you handle it) what questions customers always ask and what nearly stops them from booking. Better yet, create a post-purchase questionnaire asking, “What nearly made you not buy?” Then, create content that directly addresses these objections and questions.This approach is brilliant because it focuses on actual customer concerns rather than what you assume matters to them. As Jonathan points out, “No one’s interested in ...
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    52 min
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