What Mia Masson calls community marketing seems to be a natural outgrowth of the virtual event revolution that has taken place over the past two years.

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"Many people who start communities from the group up do it by accident. They don't realize that's what they're doing," explains Masson.

After all, if you hold a virtual event your audience loves, they'll ask for more. That one event becomes a series of a events, thanks to that demand. And when a series of events happens consistently enough that you're posting content for an audience that is already waiting for it, you have a community.

"Consistency is my first tip [for building a community]," says Masson in the latest episode of Marketing Smarts. Consistency, both in schedule and messaging, gives people a feeling of comfort and safety. And what better feeling than comfort to create loyalty during a period of uncertainty—like a pandemic?

Masson's other major tip is to ask your community what they want. Crowdsourcing is a way of life for all of us now, and that includes involving your customers in product creation.

Also on deck this episode: the horrors and wonders of TikTok, Frankensteined web copy, and what makes Matt Snodgrass an honorary millennial.

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

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Full Transcript: Building Communities and the Future of Event Marketing

Matt Snodgrass: Welcome to the Marketing Smarts Podcast brought to you by MarketingProfs. Before we kick this off, I have to give a quick disclosure. You've known me for the last year and a half as being the MarketingProfs podcast, and I still am in the role, but I have shifted my official role and I am now employed by Swapcard. That is important because we are interviewing today Mia Masson from Swapcard.

Mia, how are you?

Mia Masson: Hey, Matt. I am doing wonderful. Thank you so much for having me. I am so excited to speak about marketing and B2B and all things that the MarketingProfs want to hear about.

Matt: That's good. You are in the right place because that's all the things that we do talk about here. Before we get into that, I would like to know a little bit about Mia, who you are, what makes you do, what makes you tick. Tell our listeners a little bit about what you do.

Mia: What I do is I'm a B2B content marketer. At Swapcard, which is an event technology company, I work in the top-of-the-funnel content strategy. I research and keep my ear close to the ground on what's happening in the events industry, and then I decide what we're going to talk about, what we're going to write about it, in what format, for which audiences, and when it's going to be published and where. That's my day job, but a lot of it consists of research.

I don't know if anyone listening is familiar with the events industry as a whole, but one thing to note is that over the past two years we've gone through an incredible amount of changes and new developments. Because what are events? Gatherings, bringing people together. The whole business model of events used to be pre-pandemic times bringing people together for huge tradeshows, exhibitions, conferences, or music festivals. Whatever format you're thinking, that's what an event is. Come early 2020 all of that was just shut down. Travel restrictions, bans on gatherings, social distancing, and it was impossible. Many people in the industry lost their jobs, lost their livelihoods, and it was a real tough time.

What we've done since then has been a total virtual revolution. I guess it was inevitable but delayed, and COVID really sparked that change. If you look at the retail industry, they've already undergone that virtual revolution. They did it ages ago. Streaming for TV. Everything you think of, all of the industries are moving online more and more. For the events industry, it was just a bit delayed and sparked by COVID. Over the past two years, there have been just so many new technological developments and formats and ways to run events and bring people together that respect the sanitary and health and hygiene restrictions that are put in place.

It's wonderful to see, but it has also been hard to keep up. Working for an event technology company like Swapcard means that we've been in the eye of the storm watching everything happen around us and having to build those new developments ourselves, which has been kind of crazy but really cool. Doing research and listening to the industry is my favorite part of my job.

Matt: It's an industry that, as you've noted, has experienced a sea change over the last couple of years. I also get the sense that it's an industry that is somewhat resistant to that, that is sort of scared and feels a little bit intimidated by the changes. Is that a fair assessment, do you think?

Mia: I think there are a few camps. One of them is definitely resistant to the change. It also depends on the region. I live in France, and I must say the French market, from what I hear from my French sales team and colleagues that work with clients who are big event organizers, there is a lot of resistance to technology and to going virtual, and to changing anything further than 2012, basically.

I know in the US for certain types of events, for example conferences, there has been a real quick adoption of virtual. The reason is because it's easy to put content online, it's easy to learn online if you're an attendee. We've had online learning for ages, online courses, universities, and colleges. Replicating that model with a conference where you just have a great lineup of great speakers and educational content is easy to do online. There's a lot of interaction in the chats and with the Q&A.

But something where the model is networking and buying and selling, like a tradeshow or an exhibition, that has been more complicated, and that part of the industry has been more hesitant to change. If you think of it, a tradeshow for, let's say... in Paris, I used to go the Wedding Expo, it was the biggest one in Europe. I went as a professional, it wasn't for my own wedding, but if I had gone for my own wedding that would have been awesome because you get to try on clothes, you get to touch and feel the texture of all the tablecloths and everything that you're going to have, you get to taste the catering. How do you do that in an online environment? There are ways, but it's just much harder to adopt.

So, yes, definitely some parts of the industry have been resistant to change. Some of them have adopted quickly. Some of them have seen much more success with virtual than they ever did before. An example is governmental meetings. Governments historically have lower budgets for travel and meeting up in person with other governments, especially when it's in expensive places. I'm from South Africa, so I'm keenly aware of the fact that developing nations don't have the budgets to meet the European or American governments in their home cities.

I used to work for an NGO that held 60 government representative meetings around Europe and the US, Singapore, Tokyo, Barcelona. There was very little turnout from the African nations, and everyone was always wondering why. They don't have the same budget to stay in the same hotels. We're speaking about government level pay and budgets here. Since going virtual, my former colleague has told me that they have almost doubled the number of governments that now participate, and between registration and attendance there are no no-shows, they're much more productive, and they get things done.

There are just certain aspects of virtual events that work for certain audiences. One of the reasons is that it's cheap, it's easy to access, and there are no barriers to entry.

Matt: It certainly levels the playing field. Especially in the example you gave, it really allows nations or organizations or entities to be able to do a lot more in some regards than they had been able to do before. It's a weird balancing act, because on the one hand you can do more and attend more, but on the other hand it can be more difficult to bridge that sense of connectivity and that sense of community.

That's something that we talk about a lot, that when you have an in person event, whether it be a user group meeting, a conference, a tradeshow, the excitement and the spark and the intensity that you get from that in person meeting and that in person event, even pre-pandemic we've been trying to figure out how you can replicate that excitement and that energy year-round and sustain that. That's still something that we're fighting with every day. Every organization is fighting with that and trying to rise above the noise, because there is a lot of noise out there right now. There's a lot of chaff to have to cut through to get to the wheat.

I think it is very interesting to see how some organizations have done really well and really embraced it and some organizations are in this mindset of we're just holding on just to stay afloat until we can get back to doing in-person, as you and I talked about off-air, to get back to this 2015 mentality of we just want to exist until we get back there.

What are some of the things that you're thinking about from an events standpoint, from a business standpoint, what's keeping you at night?

Mia: A lot of things keep me up at night. Off the top of my head, I would have to say the first one would be this idea of community marketing. It's an idea that we're embracing at Swapcard that we see as the future of the events industry, because we're following the lead that so many other B2C brands are taking with their community marketing strategies. I think it's a great way to grow your audience, to create brand awareness, and to make money and be successful, but also to ensure that you leave a legacy as a brand.

If you look at Starbucks, they don't have this program in France, but I think in the US there is a community program where you can as a loyal customer and a member of this community propose new recipes and new ideas for their recipe development team. There's Twitch. I don't play video games personally, but all of these video gaming brands have communities where you go online, you meet people that you wouldn't normally meet, and you exchange over a shared passion for something.

That is what we at Swapcard believe the events industry needs to move to. Instead of engaging their audience just three days a year at their annual event with one or two promotional emails in between, we believe they need to move to a year-round community model. They already have that audience that's loyal, that comes to their event every year, they pay for travel and accommodation and entrance. Why not engage them throughout the whole year?

People are spending 80% of their time online anyway. They're using the internet and using mobile apps and communities online to browse before shopping, to meet people, to get recommendations for places to go, to get advice from fellow industry professionals. Why would you not want an online community branded with your brand's colors and logos and values, where you own the data, where it's not filtered and dispersed out on different social media channels, and where you control the narrative?

That's what we think anyway, but what's keeping me up at night is I feel it's something that a lot of event planners and event organizers are not ready for yet. It's our job as an event technology company to educate them, to show them the benefits, and to help them move to a new model that will make their business more successful. I'm just stuck on how exactly how to do that.

Matt: It's kind of a lonely place when you're leading the charge. That's for anything, any sort of technology or anything. Those early adopters are out there. I think about cryptocurrency specifically. That's been going on for 10+ years, but now it's starting to get more mainstream. There were people out there who were just really banging the drum and were on his bandwagon for a long time, and the majority of the population were basically of the mindset of, "What the hell is a cryptocurrency? Why do I need a digital coin in my life? This is just nonsense."

It takes a certain type to stay at the forefront, to keep banging that drum, and to keep professing that this is going to be something, this is going to be the way of the future, this is how things are going to be. Like I said, it can be lonely out there and you almost feel like you're trying to pull the rest of the world with you because you know in your heart that this is where things are going to go, but you're really struggling to pull everyone along with you. It takes a lot, and you have to be willing to sort of sacrifice and be out there alone for a while, feeling like you're shouting into the void, before you start to hear some echoes come back to you.

Eventually, like anything, that community builds, and it gets bigger and bigger. But at the beginning, it can feel scary.

Mia: For sure. It's definitely scary, a little bit isolated. And you don't want to be annoying people by talking about something that they're against in the first place. So, it is a scary place to be, but also knowing in our hearts that this is where it's going to go feels good to be an early adopter, and perhaps even a trendsetter in the industry.

Matt: I have to make a confession here. This is the first time I'm saying this out loud. I have started watching TikTok videos this year. Up until 2022, TikTok was the bane of my existence. It got hot I don't even know how many years ago, I don't know how long ago it was, and everybody was on the bandwagon, and I refused, this was an anathema on the world and this was the worst thing. I just hated it. I have come completely 180 degrees.

I am never going to make a TikTok video, don't even try that, but I have been watching them. What I thought for years was completely irrelevant and stupid and pointless, I'm really taking a lot of enjoyment from and I'm learning a lot of things. I'm very much a late adopter on that trend, but I know what it feels like to be annoyed by people who are banging that drum, to feel annoyed by everyone is rushing towards this thing, I don't need to rush towards it. I have to admit, I kind of like it.

Mia: First of all, challenge accepted. I will get you to make a TikTok video, and it will be one of the most cringey ones where you dance and point at words in the air.

Secondly, TikTok as a platform is incredible. It just depends on what kind of content you watch on there. I don't have it. I will not download it. One, because I'm like you used to be and I don't want to rush. Secondly, because I don't want to get addicted and spend all day on my phone, and I know that will happen.

Once you tell your algorithm what you like and it starts to customize and curate your content for you, it's great. You can learn so much. You can literally learn how to DIY renovations in your house through TikTok. You can learn any new skill you want because there is such a variety of content. So, don't hate the TikTok, hate the embarrassing cringeworthy content creators that have been annoying you since the beginning.

Matt: I have definitely turned the page on that. That's the first time I've ever actually said that out loud, so thanks for forcing my hand there.

Mia: Thanks for sharing and being so vulnerable with me and your audience. That's awesome. There is another thing that is keeping me up at night, and I'm pretty sure there's going to be other marketers listening that have experienced this or are experiencing it.

Sometimes it feels like anyone that's not in marketing thinks that everyone in marketing has the same skills and does the same job. I don't know if you feel that way, Matt. You get people coming to you for anything from product marketing to demand generation to branded communications to community to content to design and thinking you're a jack of all trades. In a company like Swapcard, which started small, I was hired number 43 in March 2020, so almost two years ago. Now we're over 240 people, so we've been growing pretty quickly and then a little bit sustained growth lately.

I have been used to doing everything, lots of different roles in marketing, and it has been a real learning curve, a lot of work, but I definitely enjoyed learning all these different aspects of marketing. However, I was hired as a content marketer, and up until now almost I haven't been able to specialize and really hone in on my skills and my strategy. Now that we have about four new teammates join over the last three of four months to take over community, customer marketing, product marketing, and demand generation, now I can finally take a breath, sit down, and think what I'm going to do for the inbound non-branded content for this company.

That's a new challenge for me. It's something that I'm excited about, but I'm definitely going to have to put in the work and specialize, as I was supposed to when I started but haven't had the time because it's been all hands on deck everywhere else. So, keeping me up at night, but also an exciting challenge.

Matt: I think that's something that feels like it might be a little bit of an anomaly right now, at least over the last couple of years, because I feel like a lot of organizations have cut and so it's people taking on more tasks rather than growing, having the ability to grow and be able to get people more specialized. As marketers, a lot of us have been forced to take on hats that maybe we haven't worn before. I think that is symptomatic of marketing in general, that we all wear a lot of hats. Even if your position says X, you end up doing XYZ, also ABC, and could you do a little bit of DEF when we need you to on the side.

There are always these extra things that come on, and it gets back to that idea that everybody thinks you're in marketing so you can do all of these things, that you can do a little SEO, you can do a little pay-per-click, you can write some ads, you can do some social posts for us. There are some people who really excel at ABC but aren't as strong at the other things. There's this mentality that marketing is marketing and I'm the CEO of this organization so I can write a marketing email as well as you can, I can create content as well as you can.

That's one of the things that I have faced for years in my career is that everyone thinks they can do marketing. Everyone thinks they're a writer because writing is easy. Everyone thinks I can design this website, this is what I think looks good. None of that comes from a place of experimentation or from customer interviews or seeing what works and what doesn't. It's just what they like.

Mia: With what you just said, do you think people think they can be marketers because as a consumer and customer, at the end of the day, they interact with marketing in their personal life? Also, do you think everybody thinks marketing equals advertising and what they see on TV, the ads that they see on the bus stops or billboards, and they think they'd be great at writing catchy slogans for that, and they think that's what marketing comes down to?

Matt: Are you familiar with the satirical newspaper The Onion?

Mia: Yes.

Matt: There's satire around that, but everyone thinks they can write for The Onion. "I can write this to make fun of," whatever, because that's what it is. But it's so subtle and so smart that not everyone can do that. The same thing exists in marketing. For exactly the reasons that you just said, that I interact with marketing on a daily basis, I see the ads and I understand that algorithms and the feed exist for a certain reason to feed me certain content. Because consumers are interacting with that every day, it absolutely causes people to think, "I can do that. I've cracked that code. I've solved that puzzle. I can do those things."

Honestly, I think writing is our biggest problem. There's a book out there by Ann Handley called Everybody Writes. The reality is, yes, we all write, but that doesn't make everyone a writer. Just because you do it doesn't mean you have the skill in it. That's one of the biggest fallacies, especially in terms of writing website copy, product copy, email copy.

You oftentimes have to go through multiple levels for approval, and every hand that touches it changes it. It changes it subtly, then changes it subtly, until suddenly this version that you're looking at is not the version that you as a marketer put out, this is the version that has been touched by legal, by corporate, by the sales team, by product, and you're saying, "What is this Frankenstein that I'm looking at? This is not where this started."

Mia: I agree.

Matt: I think people think that for all the reasons that you just stated and more.

Mia: There's another one that I really love like The Onion, called Reductress. Every day I think I should write for Reductress, and every day I know that I will never be able to because it's too funny and too subtle. They're great on Instagram. There's a post just now that I'm looking at that says, "Oh no, man two minutes into question with still no question in sight." It's a very particular sense of humor. I just don't know where they get their ideas from. It must be real life experiences of the writers that they're like everyone can relate to this.

Those kinds of really catchy, really funny, genius catchphrases and punch lines, that's what marketing is about. There's a lot of creativity that has to go into it at the end of the day, and people don't always realize it.

Matt: There is a LinkedIn page I follow called The Marketing Millennials. I have to admit, I'm not in the Millennial group, I'm a little bit older than that, but The Marketing Millennials is great for the same reason that you just said, because it's smart, it's edgy, they're pithy and short, but they get to the point. They are tackling the things that every one of us as marketers are experiencing.

Even though I don't technically fit into that demographic, every time I see their posts I'm thinking, "Yes, you feel me, you get me, I need more of that in my life," because those are exactly the things that I, you, and we are struggling with as marketers, these are the pain points that we're feeling, and these guys just hit them on the head every single time. It's really good.

Folks, if you're listening and you haven't yet followed The Marketing Millennials on LinkedIn, it is worth your time, they have some good stuff out there.

Mia: Let's face it, age is just a number. If we don't get into the technicalities of it, you're an honorary Millennial because you have TikTok. You might even be honorary Gen Z at this point.

Matt: Thank you. I feel like I'm part of an elite club now. Speaking of clubs, that's a great segue into what I want to talk about for the last couple of minutes here. That is the idea of community. We touched on that early on. The idea of community feels right. If there is anyone out there who is saying no, it feels wrong, you shouldn't be listening to this podcast. The idea of community is absolutely right.

We have a community at MarketingProfs. We have a community around Swapcard. We have a community around Peloton. Although, Peloton is probably not the poster boy that I'd be holding up with all the things that have happened lately. But up until the last couple of weeks, that would have been the go-to product community. There were articles about people falling in love with their Peloton instructors.

There are communities that are happening outside of the Peloton app that are getting together in real life to do these things. It's weird because it's this virtual thing that you do in your house alone, but you're not really alone, you're with a group of people, but then it's taken to the next level where these groups of people are coming together then in real life to form these communities. It's the perfect system that you're looking for. Peloton did it right, they're having their struggles now and they're in a challenging time period now, but they really cracked the code on this.

I'm curious as to what you think makes a good community. What are the steps from the beginning that we have to do to start a community off from the ground floor?

Mia: That's super hard. Starting from the ground up is like, really insane. I think most people that start communities from the ground up do it by accident and only realize a little while in that's what they're doing.

At Swapcard we started the Evolve community back in May 2020. As a technology platform, we built a virtual events platform when we saw that all of our customers' events, in person meetups, tradeshows, and meetings were being canceled. We thought, "How are we going to fix this problem? How are we going to help them save their businesses through the pandemic?"

We built a virtual platform. Then it was the marketing team's job to say, "How are we going to showcase our brand new product, our virtual platform, to our customers?" The first idea we had was to run our own virtual event and invite them as attendees so they would be in the shoes of their own customers and their own communities.

It was meant to be a once off virtual event, just to showcase the product. We had a great turnout, because it was full on lockdown and people literally weren't allowed to leave their homes. If they had nothing else to do, everyone joined our event.

Matt: You obviously were not in the US at that time, because it was just the Wild Wild West in some places over here.

Mia: I remember that. In most of Europe, it was pretty strict lockdowns. I remember thinking, "When is the US going to lock their people in, because," I don't know if I'm allowed to say, the shit is hitting the fan.

After the event was over, we sent surveys and got feedback from the 4,500 people that attended. 94% of them said, "We want more." We want more regular content from you. We want to be able to network with this community more often, so please don't shut down the platform now that the event is over. We decided to leave it open and to run a series. Monthly, we would deliver new episodes with expert speakers.

The content was all directed at event organizers having to go virtual suddenly and save their business, so there was a lot of need, desire, and hunger for that educational content. The networking was also on fire. People had retrenched or lost their jobs because businesses were shut down. They were looking, and they found jobs within that community.

Since then, we've run three more flagship events. We have another one coming up in March, so you're actually catching us two weeks out from a big virtual event, so we're a little bit stressed. That's why I'm glad this is an audio only podcast, because we've got the dark circles under our eyes.

We actually built that community from the ground up, from zero to 14,000 people. We didn't know that was what we were going to do in the beginning, though. I think a lot of community builders will say the same thing.

Some things that we have learned and that we plan to keep improving and keep doing would be, one, consistency. Consistency is key. You have to post consistently. Your messaging has to be consistent. Your style, your tone of voice, and your branding always has to be consistent. People have to be able to rely on you. They need to know every Tuesday there's my newsletter that I look forward to, and every Thursday there's my podcast episode, and once a month I have the virtual event. If that doesn't happen, it's like something is wrong in the world. That consistency gives people a feeling of comfort and safety within the community.

Personally, my community of true crime obsessed podcast listeners, when the host of our favorite podcast went on maternity leave, on the forums and stuff people were freaking out, "Oh my word, we're not going to have podcasts for months." Turned out she was an angel and worked triple time before, during her pregnancy, and still manages to release a new episode every week, so we're fine. But that's what a community wants, consistent posting and to know that everything is arriving when they expect it to arrive. They kind of plan their weeks around it.

Matt: I love that. I don't know the podcast you're talking about, but I'd bet her intention was not to set out to build a community, it was to talk about something that she loved talking about and was passionate about. Accidentally, just like you said, she built this community of what sounds like rabid listeners. If she's off-air and they're coming with torches and pitchforks, then it sounds like she has built this really amazing community around that podcast just by accident, just by virtue of putting out content that she believes in, is passionate about, and is consistent with.

Mia: Truly by accident. I feel that's what we've done with the Evolve community, it was an accident. I'm sure a lot of other community marketers will tell you the same thing. But, yes, consistency would be my first tip.

My second tip would be as soon as you realize that you're building a community, as soon as you realize that you're putting out content for people that keep coming back for that same content, ask them what they want. Don't assume. Listen to them, survey them, ask them pointed questions, give them options, and let them have a say in building your content and your engagement strategy.

Even ask them how many times a week they want to hear from you. That you can't do from the very beginning, though, because, as we said, it might be by accident that you build this community. The more you can crowdsource your strategy and your content and your messaging, the more people are going to enjoy being part of your community and be loyal. That's because they asked for it, so you're giving them exactly what they asked for, you won't get it wrong.

Once you have a community that's loyal, that comes back, and that starts down the line being ambassadors without you paying them and without you asking, but just by recommending people they know to join the community, talking about it on their social media, that's when you've achieved like marketing mecca or something. It's really where you want to be.

Keep an eye out. Maybe you are building a community without knowing it. As soon as you realize that, start asking your audience and your community what they're here for and what you can do to improve their experience.

Matt: I love the idea of loyalty. When we talk about loyalty, it's not brand loyalty per se, it's not product loyalty, but it's loyalty towards the community and the same ideals. I have a great MarketingProfs story about that.

Back at the beginning of 2021, we put on a career day. It was just two of us managing on the back end with our production person from the service that we're using, that I'm not going to name here. It was Kim Midgette and I on the back end trying to get this to work. Our first session of the day was huge, we had 4,000 people lined up ready for this. It was someone from LinkedIn, I can't remember their title, but it was a bigwig from LinkedIn who was talking about LinkedIn and building careers, that sort of thing.

The platform wouldn't launch. We couldn't open the doors, we couldn't let people into the virtual session, and it was just a complete fail. Kim and I are scrambling on the back end working with our production partner trying to get this to work, and a million people are asking us what's going on, why isn't this working. She and I are trying to answer questions as they're coming in, as well as troubleshooting on the back end, trying to get this fixed.

Eventually, after five or 10 minutes of this, the community stepped up and started answering questions for us, because they had seen us answer the same question for everyone who was coming through. They started answering questions for us, they started saying, "Just bear with them. Hang out for a second. They're working on it. This is a known issue. These guys are great, they're going to get it taken care of it for you. They've never failed us before." It was an awesome thing to see. Not only did we have our community start stepping up and taking a customer service role that we never asked them to do, but then suddenly people started networking with each other.

We never did get the session to go off. We stayed for about 40 minutes. People stayed in the entire time, we're talking, we're sharing LinkedIn profiles, we're sharing best practices, companies, that sort of thing. It was an amazing shareable moment that probably wouldn't have happened otherwise, and we didn't plan for it. It was one of these things that just happened because of a mistake and because you have a great community. That's probably my favorite community story to tell because they literally were like the cavalry that rode to our rescue and helped salvage that day and made something awesome out of what could have been just a complete trainwreck.

Mia: That gives me chills. That's such a beautiful story. It doesn't matter that it's the second time that I've heard it, it gives me chills. It's really awesome.

I just have to come back and tell you one thing that I love about our Evolve community is that they coined a name for themselves, Evolvers. We didn't come up with that. They came up with it by one person in the chat saying, "I am #Evolved," and then someone said, "I'm an Evolver." Since then, we've been calling them Evolvers and they love it.

It's like fanbases. If you look at Justin Bieber's fans, they call themselves Beliebers, which is hilarious and so catchy. Do you know what British actor Benedict Cumberbatch's fans call themselves?

Matt: I don't have any idea.

Mia: You can cut this in post if you need to. They call themselves Cumberbitches.

Matt: I did not know that was a thing.

Mia: Coining a name for yourselves as a community from within the community is like peak investment.

Matt: They are invested and they're committed to this. When they've come up with a name for themselves, it means that you have something and they are something.

Mia: It unites them.

Matt: Yes, it absolutely does.

Mia: It's a badge of honor.

Matt: Mia, thank you so much for your time today. It's been great talking with you. Thanks for being here.

Mia: Thanks, Matt. I don't want to go. This is awesome. I can't wait to see it come out. If anybody listening wants to chat or connect with me, find me on LinkedIn. I'd be happy to learn from you, learn from other MarketingProfs. If anybody has some tips on content strategy, creation, and repurposing, let me know, hit me up. It's been a pleasure being here. Thank you so much.

Matt: Absolutely. We will have all of Mia's information in the show notes, as well as a link to her LinkedIn page so you'll be able to connect with her.

Friends, this ends another episode of the Marketing Smarts Podcast. As usual, I just have one simple ask from you. If you want to give us a five-star rating, that's fantastic, we would love that, but more important than that, find one person, a colleague, a coworker, a fellow marketer, a content marketer, a community builder, an event planner, and tell them that you listened to this podcast and it's a great podcast that provides good information. Just tell one person. That's all I'm asking from you today, share this with one person, and soon we'll take over the world with this podcast.

Friends, it has been my pleasure. Mia, thanks again. We will see you all soon.

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