Ashley Faus: Beyond The Editorial Calendar

Are you looking for a better content creation strategy?

In this interview, we talk with Ashley Faus from Atlassian about going beyond your editorial calendar.

Ashley shares her playground philosophy as well as some best practices and content creation hurdles. Ashley shares two books, a bunch of success stories and some additional resources to help you get started.

We dive into how to meet your prospects, leads, and customers where they are in the funnel vs. where you think they should be and much more.

Audio

About the Expert

Ashley Faus

Ashley Faus is a marketer, writer and professional speaker whose work has been featured in TIME, Forbes, Harvard Business Review, INBOUND, and other publications. ... When she isn't sharing her marketing insight with others, she's singing, acting and enthusiastically exercising.

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Full Transcript

George Thomas  

Sprocketeers, viewers, listeners, we're back with another interview. And I'm super excited because we're going to talk about content and editorial calendars and all sorts of crazy stuff.

Ashley Faus, can you just first before we dive into the deep end of the pool? Can you explain to people who you are, what you do, and where you do it?

Ashley Faus  

 Sure. So I'm Ashley, as George mentioned. I'm a marketer, writer, and speaker by day and a singer, actor, and fitness fien.

I currently work at Atlassian, which is on a mission to unleash the potential of every team. So we're collaboration software maker, you may have used our products like Trello, JIRA, and Bitbucket Confluence as well.

I do a range of different marketing things. And I'm currently based in the Bay Area in California. 

George Thomas  

Here's the thing the viewer's listeners, some of them know that really what I did after inbound, there's just so many sessions. There's, it's, it's impossible, right? It's everything that you want to get to, and so you did a session at INBOUND, and it was about the editorial calendar. 

It was about content marketing; actually, it was called beyond the editorial calendar's new rules of content strategy. Now, I have to tell you; there's a couple of things in there that I was like, ooh.

I have to get Ashley in an interview. The main one is the strategy. Yeah, I do a podcast called the 15-minute strategy podcast where we tried out a surface strategy because one of the things I've heard in the HubSpot inbound space, agency spaces, man strategy is difficult. We want to make it easy. So when I saw the word strategy, I was like, oh, okay, I was a little intrigued. I saw the content. Yep. I was like, oh, okay, contents important, which I love to create content. And then I saw the editorial calendar, and I was like, well crap,

Ashley Faus  

Right!

George Thomas

Now in a good way, by the way, because I was like, I have to get Ashley on because this is my Achilles heel is when I saw editorial calendar I saw in my mind's eye organization. And so I want you to give us maybe a foundational piece of what folks should be paying attention to, why strategy is important, why content but most of all, why an organization might be the thing that makes it super successful or not successful move forward.

Ashley Faus  

It's funny that you kind of honed in on the editorial calendar as an organization piece because I actually kind of agree that we've got it backward. 

So the way that a lot of people are doing strategy today is they're saying, Okay, I'm going to look at the linear funnel. And you know, at its core, it's awareness, consideration, and purchase. That's three phases. I'm going to do three pieces of content and awareness, two pieces and consideration, one-piece and decision, six pieces of content. Without my calendar, one piece of content per month. I now have a six-month content strategy, right. 

And most people, when you hear it boiled down like that, it's like that's not a strategy. That's just like a calendar. That doesn't make any sense. And then, you know, we've kind of evolved and said, Well, we know that's not how people behave. So now we're going to do this in a looping decision journey. And we're going to throw in kind of a fourth, you know, retention, post, sell upsell, cross-sell phase, throw in two more pieces of content, call it eight pieces of content over eight months, see eight-month strategy, and it's like, you, you've still just done the same thing.

You haven't said anything, right. So I actually decided I was kind of working through this. And I was like, you know, we actually really need a whole new model. And it doesn't start with the editorial calendar. The calendar should not be driving what we're doing.

And I think of it as treating the content, treating the buyer's journey more like a content playground. So what's the best way to interact with the playground? Right? There are all these paved walkways, but you can guarantee my three-year-old nephew is going to run across the field, right?

What's the best piece of playground equipment? And you know, obviously, I ran this is a little bit of a, you know, impromptu survey and in bounce, people were yelling out the swings and the monkey bars and the seesaws and the slide. 

There is no best piece of playground equipment. What's the right order to play on the playground? Should you go slide then swings, then monkey bars? Should you not do the monkey bars at all? And then I also think about what about the people who are sitting on the park bench just enjoying the day enjoying the energy of being at the playground? Are they using the playground in the wrong way? 

And so when you start to think of your audience, as these people want to roam in whatever the order they want, they want to use content in the wrong way, right? Again, my three-year-old nephew every time wants to go up the slide. So I started thinking about this as as a marketer, I have to create content away in a way that allows my audience to enter and exit to go in any order and to use that content how they see fit. 

So, for example, what does it mean to use the content in the wrong way? When the traditional funnel model pricing, for example, I recently was going to look to buy a new tool, and I needed to ask for a budget. And so I started emailing around, and I said, Hey, can you just give me a rough estimate of you know, pricing?

So I can ask for the budget for licenses at this service tier. And a couple of people wrote back? Oh, no, no, we need you to read this white paper. We need you to do this demo. And I'm like, I Why are you putting me back up in the awareness phase, when I don't even have a budget? I need you to drop me down and give me a budget before I can even consider what is the problem? And do you have a solution for me, right? 

So when you start to think about what that looks like, you begin to realize that all content can be top of the funnel, and a lot of that top of funnel content can end up in what was traditionally the decision phase.

George Thomas  

So, Ashley, there's so much there. I want to unpack. First of all, let's talk about the playground. I don't know if you remember. It was like a duck and a frog. And it was like the single spring thing, and you would go back and forth. That was always my favorite. That was the thing. I would go running and just try to sway as far back and as far forward as I could. I would ride that thing forever. 

Now, here's the thing to hear you talk about this, I had what I'll say was an OMG moment where, like, actually, I had several in that section. So Sprocket Talk viewers and listeners Sprocketeers, you should rewind and probably re-listen to that. One of the things that I was like, Oh my gosh, we should be just focused on creating the park and maintaining the park once we build it.

You need to adjust the slides, you know, maybe they need to be cleaned, or maybe there's like this a new toy or that you can put on the playground, right? So, I was like, okay, so it's not about the individual piece of content, but how do I build a cool park for people to come and enjoy? 

The other thing you started to talk about was this idea of the top of the funnel's first content, and this linear, kind of No, no, no, no, you've got to start at the starting line. Here's where my mind goes: there are so many businesses out there they feel like a starting line is where they dictate it. However, the mindset should be the starting line is where the consumer dictates it. So you were ready to say hey I'm like minutes or hours away from buying. They should have been like okay, go right, and from that point known what conversations to have, what was the best slider swing to get you on for you to get to the place where you are having fun and enjoying this journey. 

So with that, though, what I what I'm curious when we think about understanding that the starting line is based on the consumer, and it all comes down to they're on the playground, are they going to be the three-year-old nephew that follows the sidewalk or runs right through the grass? Which by the way, people just run through the grass.

Ashley Faus  

Right, life's too short. Enjoy.

George Thomas  

How do you focus on building this amazing playground? How do you focus on building this content in a way that is less linear, more frogs and ducks and slides and swings? Do you understand the best way for you to navigate people around the playground when they get there?

Ashley Faus  

So first, I like to start with a narrative framework. So again, a lot of people think of this as like, oh, what's my story angle? And it's like, No, no, no, no, you know, yes, you got to start with the audience. But first, you need to think about the different content depths.

At the conceptual level, this is a kind of abstract idea. This is the big problem or solution or kind of trends that are influencing things. They tend to be abstract ideas; they tend to be quite theoretical. They probably don't have metrics associated with them in terms of, you know, clicks or influences or views, things like that. 

And usually, these are going to be your three to five core ideas. And then at the next level, you've got the strategic content. So what's different about this content, compared to how many people are doing it, this content should enable your audience to do their research. It should help them frame up the criteria for the solution. It should help them frame up the problem, what are the processes that they need to have in place? What's the foundation that they need to lay be able to make those conceptual ideas reality?

And then finally, at the tactical level, this is your nitty-gritty, this is your prescriptive content. This is your five ways to do "X." And this is the one that has all of those short term metrics associated with it in terms of downloads, clicks, you know, referral, comments.

The problem is a lot of people spend so much time at the tactical level, and only on their solution, right, you've got Sprocket Talk. So now, your mentality is five ways to host a better podcast. Well, what if I don't need a podcast? What if I don't do podcasts? Right? Like, what if I want to do a video or what if I want to do a blog? If you just keep telling me five things, you know, five ways to make a great podcast. 

What am I supposed to do with that event? You know, instead of talking about, here's why podcasts matter as part of your content or communication mix. Here's some information about trends of you know, people listening versus watching versus reading content.

That's how you make it available at different depths. So one of the ways I like to think about it, I also, as I mentioned, fitness-themed as part of my little tagline. So I'm really into bodybuilding. And so if you were to ask someone, you know, what does it mean to be healthy and fit? Pretty much everyone agrees it's some combination of exercise and nutrition.

But you're going to answer that question very differently. If you're Runner's world versus muscle and Fitness versus yoga, you know, yoga enthusiasts.

When you start to realize how you conceptually think about that, if your Muscle and Fitness is Oh, you need to have a lot of muscle you need to be strong, and you need to eat a high protein diet. At the strategic level, you would say, okay, let's talk about different you know, slow-digesting versus fast-digesting protein. And let's talk about, you know, compound movements to get everything firing and proper form. And then at the tactical level, you've got, you know, five recipes for chicken, three ways to build bigger biceps. You would never find any of that content in Runner's world because they fundamentally answer the question differently.

George Thomas  

There's a couple of things that I heard there from a content creation perspective. It's about enabling different layers of content. And it sounded like it got more like nitty-gritty, tactical, action-oriented as you go. It was like the big picture to like, here are the five buttons and the lever that you pull.

I love it because, again, that helps and goes back to what I want to dig in deeper is this idea of businesses, sales, folks, marketers, CEOs, and whoever, understanding that the starting line is where the consumer wants it to be.

And so when you as a marketing department or a business has have built these layers. How do you enable your team to diagnose which level those people are on? And be then understand which piece of great content or going back to the playground? Which great toy you should get them involved in? How do you answer both of those questions?

Ashley Faus  

Yeah, so I think in some cases, there's the push of the pull. If you're using this mentality as part of a comprehensive content strategy, making sure that all of your pieces are cross-linked to each other or back link to each other, that you're putting the content, you're breaking it up and pairing it in strategic ways. 

So, for example, we've used LinkedIn pulse very successfully to do this where we'll frame up the problem on LinkedIn. And then we'll link over to maybe a blog post on our website that brings up the solution. So that's from a, you know, kind of a pulling standpoint where someone's come to us, and they're looking through the content. 

And you can do this where you're pairing Strategic pieces of content; you can pair strategic and tactical, you can give an option that's just a link to say, you know, why does this even matter? Give these three reasons as the first sentence, but then link to a piece of conceptual content so that somebody can think holistically about, you know, what are the trends or one of the big problems? 

From a sales perspective, if you've got somebody that's coming in basically saying, hey, I want pricing, just give them the freaking pricing. Answer their questions. If you've got people coming in asking the fundamentally wrong questions, having a piece of content again, this. I've had people come in and give me an RFP to say, hey, as you're going through this process, use these tools.

I use this successfully at a previous job where we would frame up here are the five things you need to be thinking about when you look for solar panels. And we were selling, in this case, it was consumer but helping those people even understand how to frame up the problem and how to evaluate solutions.

I worked for cloud access broker previously, and one of our whole content series on iterations for your security stack. And what should a Kaz be provided to you? And hey, some of these, you know, security measures claim to provide these things, but they don't. And that's a huge gap in your security. And that's where a Cabby fills it right.

So, some of it depends on what questions the customers are asking, and not trying to say, let me just tell you, my solution is, let me tell you how to frame up the problem and evaluate all solutions. And, when you are in charge of that conversation and shaping it, you know, in theory, you will come out as the winner. In some cases, you may also find that their funding, you're not actually that the solution that they even need, and if you sell them something that they don't need, now, you've damaged your reputation, you're not going to get renewals, you've got churn those kinds of things. So helping them understand what they need and how to evaluate solutions is very valuable in the relationship-building you can do. 

George Thomas  

Now there's a couple of things there the importance of understanding. Are we the right fit? Versus, will your money fit in my wallet? That there's a big difference there and I love the thing to where my mind started to go in like, you need to know the problem that they're facing way better than they do. Because sometimes what they think is the problem isn't even the problem. It's like it's the first layer of what is layer 17 that is a problem.

I like the word that used being able to frame up, you know, frame up their question or their problem and truly help them understand the breadth and depth at which it may be or take to take care of what they're doing. So this is it's almost like thinking of like the next level like like like a grand-master at chess if you will. The sales team is 15 moves 15 questions ahead of why is my mower broke or something if they were selling lawnmowers. 

What else do we need to start to think about when it comes to this, making sure we're the right fit, making sure we're creating this content playground, make sure we're having empathy for the consumer, and really focused on being a right fit. How do we take this strategy to what might be just the absolute next level in the digital world of 2020 and beyond?

Ashley Faus  

There's a couple of interesting things. I'll focus on social media just a bit because that's where a lot of this stuff is taking place. Now, it's a place to distribute not only your content but also a lot of cases to host your content. You know, LinkedIn wants you to post long-form articles. Facebook wants you to do video. Twitter, basically, once everything, all of these platforms are greedy. They want you to stay on their platform. So to keep you there, they are giving you a lot more ways to host your content, not just distribute your content. 

And so as you start thinking about creating this playground and creating these ways to engage and empower your audience, you need to be thinking beyond just the CTR. Everybody's so concerned, how many people open the email? How many people click the link? How many referrals did I get from social?

Instead of thinking about how do I meet my audience where they are, and talk to them where they want to be? Right? So I think that that's the biggest thing is instead of a lot of the time, we think we've got to create all this net new content. And it's got to be these unique pieces of content across every single channel. Instead of realizing No, we can address this subject at the right place at the right time for the right people in the right way, by taking the content and addressing it at the conceptual strategic and tactical level where it belongs.

And so trying to address something conceptually on Twitter is hard. You're going to have a 30 Tweet, Tweet storm. No, maybe make that a long-form, you know, podcasts are long-form blog posts. But then some of the tactical levels, the five tips may actually be perfect for an Instagram story or an Instagram gallery, you can click through, you've got your quotes, your key takeaways, and then you can swipe up to go watch a demo or something like that.

I think the biggest thing is thinking more holistically about what these channels are optimized to do and where the conversations are most optimized to happen. And again, that's the conversation, not the sale. The sale will result from the relationship in the conversation, not the other way around. Yes, Twitter is not optimized for selling. That's not how it works. But it is optimized to help people come together, sparking interest, have a conversation, and you know, share and exchange ideas.

George Thomas  

So it's interesting because, first of all, I was getting like, twitchy. The more platforms you listed in the way, we can engage with them. What we don't need is one more way to do a live.

Ashley Faus  

Have you heard of TikTok? I was like, TikTok, and I mean Snapchat, just like I just like, completely passed right over Snapchat and fell old then. But now we're beyond Facebook and Snapchat, we're all the way to TikTok, and I'm just like, oh, I can't do it.

George Thomas  

It's crazy. I mean, there's so much out there. And I do know about TikTok, but only because I have teenage children. And so ever new platform that arises I'm like, Huh, I'm literally like Gary Vee in my own house. Like I watch what my kids are like using on their phone. 

Here's the thing, like I started to think about in my mind, yes, I love the idea that the conversation begins on those channels, which then leads me into, like, how can I tease or entice or conversate be human on those channels. And here's where my mind started to go. And I think it's because of your playground analogy.

I was sitting there listening to you list of all of these social channels. And my mind was like, you know, at the end of the day, if I want to go to the park, I have to get in my car, I have to drive there, and the park has to be good enough, like fun enough, like laid out in a way that I'm willing to spend the time to go there. 

It's funny because then I wanted to ask the question: Well, like does this become a thing of like your home base is important, and I know this sounds like a conversation from like, seven years ago. But your home base your website, the ability to make them drive to the place instead of doing you know, 27 stories and five Facebook Lives and having six groups. 

Does it make sense just to have surface-level conversations that tease and entice people to then go to Atlassian, Impulse Creative, Sprocket Talk, wherever it be? What's Your take on that when it comes to this whole new content strategy conversation we're having.

Ashley Faus  

What I found, we've been able to take kind of that to your point that has that long-form content. And it's the one piece. In some cases, we've made that a microsite. Like, for example, we have an agile microsite that dives deeply into kind of the conceptual and strategic levels of agile methodology, you know, the practice of that.

But then we pair that with a very tactical approach on YouTube. And it's all of these series of videos about how to use Kanban versus Scrum, etc. And those two things are linked together. We're less concerned if you spend three hours with us on youtube or three hours with us on the microsite. We just want you to come to hang out with us. But we built in this case, to kind of big content hubs that meet people where they are.

So I would agree with you; I think we've done quite a bit to build out on our properties that that long-form content. It's deeper. It's rich. It gives you a ton of places to go to. And it's sticky, and it leads you to the next thing.

But one other thing I see a lot is people sometimes give away the punch line on social, right? And so there's no reason to click through, or there's no reason even to ask questions, because it's like, well, you just gave me the punch line. You know, like, for example, when I was inbound, I thought about saying, hashtag content playground. But that ruins kind of my whole shtick of saying, Oh, this is the surprising next thing, if everybody's just going around saying content plate grounds, well, now you have no reason to attend my session or to watch the talk, because you already know the punch line.

Versus saying, Hey, we need a new model. The linear funnel is not the way to do any more of the looping decision journey. Like, is that the best way? What's the next thing? Let's talk about it. So you can still generate those conversations, I think I think it just depends on where your audience hangs out. For example, I've been in a number of conversations over the last couple of years, particularly because I've been in tech about what to do about Reddit. Because that community is where all the devs hang out, like, my husband gets all of his everything. He'll be like, Did you see this? And I'm like, Oh, yes, I saw it on Twitter. And he's like, Oh, yes, I saw it on Reddit, right.

So it's hard because that platform, the audience, is very meticulous about kicking out any sales or marketing from that platform. They don't like it. But at the same time, sometimes people want to go deep about product specs or, you know, use cases or workflows. How do we, as product managers or product marketers, engage with them without selling, but that's where the audience hangs out. They're not going to click over to our website because they think it's too salesy.

So I think it depends on where the audience is what their tolerance is for crafted messages. Maybe let's go with that word. But yeah, it's a hard problem. And I think that a lot of experimentation and just continued iteration to figure out where the best place is. Looking at those engagement numbers makes a huge difference.

George Thomas  

So much there. Sprocketeers rewind, listen, I mean, my mind was going through things like, wow, am I having too much of a conversation on social? Am I giving it away? There's no reason to, like continue. Yes and No, I can think of times I haven't I can think of times I have, but if I push the level, like, in my mind, I'm like, Wow, so what happens if I just post something that says your marketing sucks. 

Then like, a link to something, right? Because I think so many times we listen, inbound HubSpot. It's like value, value, give value. And and and all of us are trying to provide value, but are we giving value in the wrong places? Versus like teeing up the conversation to see if you're even interested in the conversation that I'm trying to have. And by the way, now, if you are, here's where the value lives. That is amazing. So Ashley, if people are watching this, and they're thinking to themselves, well, what's the parados principle here? What's the 20% of the 80% that I need to focus down on? Is there like, a, here's how to get started 1, 2, 3, go that you can share with the audience.

Ashley Faus  

I think the biggest thing is looking at that narrative framework. Honestly, if everybody always says create quality content, you know, engage, empower, educate, right, the delight, and again, I say that at the end of my inbound talk. I'm like, you know, this is what the core is. You need to be delighting the audience and building that relationship. But at its core, if you're not focused on that conceptual, strategic, and tactical content, and giving them a lot of places to go and explore in ways that make sense to them. You're going to struggle, and if you think that the answer is I'm just going to pound, pound, pound, my product or service as the way to do this, you're going to struggle.

I think the biggest thing is honing in on those narratives, and thinking through, do I have content at a variety of depths? Am I, you know, and again, to your point about HubSpot, like they have been helping me hone my craft for years, they've been telling me about trends, they've been giving me all of this in-depth information. And yes, a marketing automation platform has been in that mix for almost a decade now. But when you look at why it's in the mix, it's things like the ability to look at multi-touch attribution, it's the ability to do A/B testing, and regression testing, all of those principles that matter that are just easier to do if you have a marketing automation system. It doesn't change the fact that you could still do this with any tool or with a variety, you know, Google Analytics and excel and those kinds of things. It just so happens that they've got a tool that does all that for you. 

I think that's, that's the biggest thing is just thinking about what How should your audience be thinking about problems? There are two great books. One is called the Medici effect by Franz Johanson. And it's about intersectional thinking, and just in some of the crazy ways that people from different backgrounds have come together. Like an architect, and Entomologist to create this building in Africa that needed to maintain a specific temperature but didn't have air conditioning. And it was like, Oh, look, we look at how, you know ants create their, their mounds, they regulate the temperature in all of these unique ways, right? So what does it look like if an architect and an entomologist come together? That's the first book that I think helps kind of broaden our minds to poke and prod at the different ideas we have and various solutions we're offering.

And then the other one is called challenger sale. I read this book a couple of years ago. And it's basically that that mentality of offering an insight to your prospects. And again, of course, you've got a solution to help solve this insight. But the insight is valuable when they buy your product or not. And so that's where they keep coming back to you. And ultimately, if they do end up having the budget, or they do end up needing your solution, they come to you first because they know that you can teach them about their industry about their audience and solve their problems, not just sell them something.

I'd say those are kind of the three things first is think about the narratives think deeply about that and plot that out. Second, I would be to read these two books because I believe they are great. And then third, I would say, just don't get in the habit. And this is where it circles back around to the editorial calendar. Don't get in the habit of doing calendar-driven content. Make sure that every time its audience-driven content serves the audience first because if you put out a piece of content, that's just oh, we have to publish once a week, or we have to Tweet twice a day. If that content is not serving the audience, it doesn't matter how often you share it; it's not going to get traction.

George Thomas  

Sprocketeers you've got two great books, I've got to add those to my list for sure. The intersectional thinking on I'm like, Yeah, that's right up my alley. Like, I know, I'll enjoy that. It's funny because what I heard you say in the very last kind of seconds of that section was if your conversation ever becomes mathematical, you're about to lose. 

Because there is this thing of like, Well, you know, talk about yourself 60% of the time and others 40% of the time and make sure it's to Facebook posts and one LinkedIn and seven Twitter, and it's like, oh, my gosh.

But you ain't got jack to say so just don't say anything at all, or you do. You know, say what is needed to be said and make sure the audience that is around you wants to hear it. So here's the thing. I want to dive into the real world for a second. I'm super cute. Ashley, if there's like, one, maybe two great examples of companies who are doing what we're talking about that we can go and look and see, like, Man, this is how they're building a playground. This is how they're focused on the audience. This is how they're having great conversations. Who would you say is practicing what you're preaching?

Ashley Faus  

Selfishly, I work for Atlassian. And I do a lot of this stuff here. So, you know, self-serving Lee, of course, I'm going to say, Oh, my team is excellent at its job. And my company is excellent at letting the experts do what they do. But I would say, we haven't always been great at this and a lot of cases because, you know, the way that we've worked in kind of audiences that we've talked to in the past, we have been we previously were all of our content was very, you know, five ways to do X with a product. And just over the last year or so, we've taken a new approach, especially from a thought leadership standpoint to say, what does it mean to be productive?

What does it mean to collaborate effectively, what does it mean to be a happy, healthy, productive worker? We've started talking about burnout; we started looking at the remote work trends, we've made a number of commitments around corporate social responsibility, particularly climate change. And what does that look like, how does that intersect with the remote work trends? How does that intersect with productivity? A lot of these topics are intertwined. And they have nothing to do with a specific product.

They have everything to do with making humans better. And so how do we help enable humans to work better themselves, be happier themselves, work better together as a team? And yes, ultimately, that's going to generate revenue for the company. Like I say, full self-serving, go check out work-life by Atlassian. Go check out our agile micro-sites. On the flip side of that, there are a couple of people that I've been super impressed with. Over the last couple of years, one is Katy Martel. I'm not sure if you're familiar with her work, but she talks a lot about kind of calling BS out a lot of the marketing tactics that people use, someone decided that it was an excellent idea to market to women. So now everything is like for women, somebody decided that green marketing was a good idea. So now everything is Green Washed. And she calls, you know, calls people out of like, Hey, this is just a nonsense marketing campaign you're not saying anything.

And then also Jay Acunzo I love his content. He runs the marketing Show Runners podcast and the unthinkable podcast. He's doing a lot of super interesting things, in my opinion, about this content and how to think about content strategy. As well as how to craft your content. And then obviously, Ann Handley for marketing props, everyone knows her and loves her, but just everything that woman does it's so good. Why is she so amazing? And the reality is the reason she's so amazing is that she's human. I've had the pleasure of meeting her in person a few times, and every time she looks you in the eye, she shakes your hand.

If she's met you before somehow, she managed to remember you. And you get that sense from her email newsletter from her on Twitter. Like, she comes in I'm, you know, relatively speaking, we have a high power distance, I don't have nearly the number of followers that she has. But anytime I tweet something or I, you know, some kind words about her, she always replies and always says thank you. And it's just like, that doesn't happen, ever, you know. And so as brands, when we start to put a name and a face to the logo, that sort of connection helps drive people to want to read and invest the time to drive to the park, to get this great content. 

Also, MIT Sloan review has been doing some exciting things over the last year or so every time they pop up in any of my feeds. I'm like, Oh my gosh, like on point all the time. A ton of stuff on productivity, collaboration, remote work, leadership, they've done some great content recently. If you're looking for, you know, companies, to individuals, To more kind of academic, those are a couple of my recommendations.

George Thomas  

That's awesome. Those are some great examples, Jay and Ann are amazing. Ann, she's just a superhuman. She's probably one of my favorite humans on the planet, to be honest with you. I've got a chance to hang out with her a couple of different times. And she is just so caring.

So empathetic to the people and their time and what they need to know. And it's just amazing to watch. 

So these are great examples. People, if you haven't dug into any of those that were just listed, rewind, listen to it again, jot them down, you've got books, you've got people you've got, you know, blogs, and all sorts of things. I will tell you, as you were kind of going through that section, there was one part where you're talking about how do you get people to be better, you know, how do you make them better?

You were talking about remote working, which I do, and you were talking about productivity, which I have to be like, productive And part of the productivity. And actually, there's this thing that I've been dealing with for the last 30 days. So I had this epiphany of, wow, I'm not very organized, like I should figure out how to get organized.

And it wasn't until I had the epiphany of realizing that I wasn't something that I then realized I wanted to be something. And so that kind of pseudo answers your question. Give them a tool that enables them to understand their weak spot because one thing that a lot of humans are not good at is self-awareness. Yeah. And so if you can shine a light into the crack, that is the deficiency, now all sudden, you can say, Oh, I can fix that. Here's how I would fix that. And those conversations become magical, right? They just become amazing. If people want to carry on this conversation, if they have questions about Atlassian, any of the tools you guys do, content, other examples, and where you want to send them.

Ashley Faus  

I am on Twitter and LinkedIn pretty much daily all the time from a personal and professional perspective. I'm at Ashley Faus on both of those platforms; I tend to be the top results. I think my last name is Unique enough that I'm usually toward the top. You'll see the same tagline the same picture on all of them. I think I look like myself currently in that picture. So, you know, every so often you plan on someone, it's like an avatar. And you're like, I don't know if you're the person I met at the conference.

In theory, I think I look like myself, and I do have my marketer, writer, speaker, you know, and singer-actor for this being tagline on there. Reach out to me on Twitter, connect to me on LinkedIn; I'd love to keep chatting if you want to talk. If you're going to look at what Atlassian does just atlassian.com Obviously, we've got products; we've got blogs, we've got all sorts of information on the site. So that's the best place, and I'm also happy to chat about what we do here and how we approach content on either Twitter or LinkedIn.

George Thomas  

I love those tricky avatars, the other one actually that I always love, you look at it, and you go maybe ten years ago, boo.

And you realize they should probably update that junk anyway, Sprocketeers. This has been a great journey on the editorial calendar, which we talked very little about, about creating a content playground, understanding the starting line of your consumer, and focusing on them by being caring and empathetic. And hey, here's what I'm going to tell you. Remember, as you move forward with your marketing, your sales, your business, remember to be a happy, helpful, humble human. And we'll see you in the next episode.