Tag Archives: gary vee

Claude Silver on Having a Heart at Work

The Scoop on Being Heart at Work – VaynerMedia’s Claude Silver



Phrases with the word “heart” in them are too many to count; it’s our most treasured reference as it aligns with love, soul, happiness…basically anything positive (unless tied to “attack”.) But tie it to “Silver” and you have a whole added meaning for positivity, because then you’re talking about Claude Silver, Chief Heart Officer of VaynerMedia, a full service digital agency “built for the now.” It’s a fairly unique title, but trust media trend-shaper Gary Vaynerchuk (AKA Gary Vee) to assign that role to his “number two” person. And so, I couldn’t help but bookend my podcast interview with Silver with a serenade, because her actual job is to encourage “courageous conversations” to ensure the whole company works towards the goals of empathy, heart, speed, hustle, and winning.

Silver’s background in positive psychology and leadership positions in strategy at leading ad agencies in the US and UK make her uniquely qualified to inspire healthy attitudes at work, among all people, and encourage transparency. With that mindset, I braved a tune or two, but in between asked some serious questions. Here are the time codes and topics we covered, but I encourage you to hear all the parts in between, because, as the song goes, one is silver and the other’s gold:

5:50: Silver describes a day in her life as the person in charge of “people and experience”

7:20: The difference between classic “HR” and the VaynerMedia approach

10:30: How to “scale culture”

13:00: The VaynerMedia difference versus other agency holding companies

17:00: What VaynerMedia looks for in candidates

19:00: Ageism – at Vayner? In the industry overall?

21:30: Career Pivots

25:35: Silver’s suggestions for brands in a COVID-19 world – and beyond

31:30: Silver’s (s)heroes and thoughts on leadership

35:10: Personal thoughts on parenting today

And, you might want to fast-forward starting at 36:30, because that’s where I sing to Silver again….


The Why and How of B2B Podcasts – a 15 Minute Download



Those tracking the uptake of podcasting, such as Triton, Edison Research and Podtrac, have encouraged advertisers to embrace the medium, especially since it hit critical mass of 100 million+ monthly listeners! But what about brands who want their OWN podcast for B2B purposes?

In 15 minutes I’ll walk you through the WHY and the HOW of creating a B2B podcast for your company. And if you’re still overwhelmed let me know and we’ll handle it all for you! Here’s the scoop and the Episode 5 topline:

Why a B2B podcast?

  • You have to be everywhere your customer may be, including in their ears, even if you’re speaking to a vendor, an agency or a potential new hire. “Picture a company’s most savvy seller whispering about a value proposition in the prospect’s ear”!
  • Humanize an executive to drive trust and transparency
  • Leverage the best platform for explanatory journalism!
  • Attract employees by painting an audio picture of the company environment, like Xandr did with their Unsponsored Content show, or provide a thought-provoking platform to spotlight divisions or clients, such as the Floor 9 podcast from IPG Media Lab does!

Caveats:

  • Expectations should be managed: this is a longtail marketing tactic with a limited pool of listeners
  • Start with the strategy! WHO do you want to have listen? WHY? WHAT with your content me? As Gimlet Managing Director, Matt Lieber, was cited, “What makes for a successful branded podcast are a lot of the things that make for a successful podcast period. If a brand wants to make a commercial that’s 20 minutes long, it will fail.”

The What:

  • Most B2B podcasts are interview style, except for those companies who may have a high-profile personality at the helm. (Think Gary Vee of Vayner Media!)
  • What informative content is endemic to your brand’s expertise? (Example: ReWork podcast on productivity, from SaaS platform Basecamp).
  • Recording a B2B podcast for A+E and The Knot

    How will you grow your podcast to help you grow business? (Example: The Wealth Without Wall Street team invites high profile guests , like Pat Flynn, in their work wheelhouse, and appear as guests on other podcasts, too like this episode of Dave Jackson’s School of Podcasting!)

The HOW:

  • It starts with your microphone! There are lots of suggestions you can easily Google, but here’s a snapshot:
  • You might have had a studio at your offices…even an editor… but as we #WFH think bedroom! Think closet! Think where can you find sound absorption…Listen to Shelly Palmer’s advice to me and the sound difference in Epi 2 of Insider Interviews. You can record on an editing platform like Squadcast or Descript… then you’ll need to UPLOAD the audio file to a hosting site. If you want to try Blubrry use MOSSAPPEAL as your promo code for a discount, or look at Libsyn, BuzzSprout, Captivate and more.
  • ..MARKET THYSELF! More hints and suggestions are in this 15 minute dump and download, from my experience to you.

And again, I’m here to help. If you’re in the media/marketing world with a senior executive who is guest-worthy please drop me a line or reach out on social media! If you want help creating your own podcast from scratch, happy to exec produce or host! LMK!

E.B.