The CEO Spotlight

Writing this week's newsletter made me think about the Pixar logo, an animated lamp that sat on Pixar director, John Lasseter’s desk and became the character, Luxo Jr. While always a minor character after being the centerpiece in a 1986 short film (below), it was a reminder that there was a light shining on the film's being made. Showing the world there was something worth paying attention to.

This idea has long existed in movies and on Broadway. The spotlight illuminates what we, the audience, are supposed to be paying attention to.

Often, this would hide things moving in the shadows, like props being moved or actors getting positioned for their next scene, but it also helped the audience focus. Focus on the story and draw them deeper into what was meant to be enjoyed.

Now, let's look at the marketing space, particularly online.

• More content is posted online and consumed than ever before

• Algorithms are serving content with better accuracy

• Traditional viewing experiences are in decline

• A mix of snack size or long form is performing best

• You can win in any category

• Thought leadership from credible leaders is exploding

Be in the spotlight, the leader who's willing to be transparent, welcoming, and personable.

It doesn't matter what your business.

It matters that you’re doing it.

Doing what?

• Offering an invitation to be a customer

• Explaining the reasons behind your products or services

• Sharing insider knowledge that your biggest fans are craving

• Give tips on how to use your products for best results

This isn't being George Zimmer, even though his story and most public-facing CEOs in the past have been wildly successful with their marketing.

This is about being someone who gives your best prospects something to focus on in a sea of content, constantly coming through the feed. With a higher percentage of ads, user generated content, and product reviews, it's hard to get a moment to share with your customers.

Tell your story, and be willing to win in public by being open and taking ownership of what your company does.

It's already your responsibility for the success of the company, so share a little bit.

Let your customers be along for the journey. Give them a reason to root for you. Feel like they are sharing in the success, even though they will be the reason that you succeed.

Makes sense?

Here's your playbook. Pick up your phone, it doesn’t have to be perfect. But it does need to get done.

• Tell stories. Share moments. Break down the decisions you made.

• Don't give too many juicy details,and don't pull anyone into the story unless you've already cleared it with them - remember, anything can go viral.

• Look in your calendar - what was the most interesting meeting you had today?

• Look at your to-do list - which is the most important thing and why?

• Think about your goals - where are you at?

• What are you most proud of?

• What are you trying to achieve?

• What’s your routine?

You'll get the hang of it. Start to be more polished.

I’m still working on it too. Here’s today’s video on the same topic of this email (our content waterfall in action).

Get the first 25 pieces of content out of the way. 5 minutes here, 15 minutes there. Throw away what you don't like.

Ask a few trusted colleagues if what you are making is authentic. Is that what you’re really like?

Start publishing: YouTube, TikTok, Instagram, Facebook, LinkedIn…

With the momentum rolling, you'll know what to do. Listen to your audience. Answer their questions. Don’t do anything that makes you question it.

Stop reading. Go record.

See you next week, with at least 3 things posted.

-chris-

There’s more happening behind the scenes that we’re excited to be releasing soon… look for these below to become links when they are ready!

• Tactics of Marketing Roadmap - a growing list based on industry, goals and budgets to achieve your goals (or at least get some ideas).

• Neighborhood Marketing Experts - we’ve built a formula over the years for local services that can win with a small radius. We can help get new clients, build your authority in the area and scale your business. Learn more here.

• Content Machine Course - a refresh on our course for 2025, this course walks you through the way we do content marketing for clients.

• Content Waterfall Course - an expansion to our Content Marketing course, this breaks down the full process from podcasts becoming articles, guest posts and newsletters.

• Done for You Content Marketing by 323 Media - book a call now. We are opening up a few spaces for full-service clients that need a turn-key option to run their marketing.

• Podcast Production is now open to start your show! Limited spots are available until we ramp up the team with more audio producers.