“I did everything - it was a funny story”: a podcast about content marketing and a career in IT media

    This is a podcast with content makers. Guest of the 13th issue - Alexey spasibo_kep Korneev, freelance editor and text director, with a story about his career in content marketing.

    Alexey Korneev, freelance editor and text director

    alinatestova : Let's start with your editing background. Tell me, please, what was your first job and how did you come to content marketing?

    Alexei: My whole life is built in such a way that there are two of us, me and my elder brother [Mikhail Korneev]. He always pulls me somewhere, because it is always interesting what older people do. I’m quite a humanist, and when I entered the institute, I realized that what I am teaching does not need anyone but a few dozen people who have been doing this all their lives. You quite quickly realize that this is some kind of garbage.

    Since I am a humanist, I could only write something - do not care what. And my older brother is a programmer. As it was fashionable in the early 2000s, they founded a studio and made websites. These were business cards from several pages, but they did everything from scratch: then there were no CMS, everyone wrote their own, they did SEO. I got my first job there as a junior SEO optimizer.

    I noticed that our customers have bad texts on sites. You just look at the site and do not understand what they are doing and why. But this is so interesting. For example, there was some travel agency with hotels in Greece, but for some reason there was some garbage on the site. We began to rewrite it.

    Then I accidentally got into the football editorial office. Then here, in the Kursk region, was Gazeta.ru. They simply posted an ad on the Internet and said: "We are looking for dudes who are willing to learn from us, but all for free." Come in the evenings after college, we’ll tell you how to write news about football. I thought, “Cool,” brought them three notes from LJ. The next day, the editor came up and asked: “Can you stay?” I say: “Yes, what are we doing?” They asked if I knew something about indoor soccer. I said: "Well, I know something."

    They said: “In two hours we need an announcement on how the Russian team will play futsal at some European championship.” This was my first material, the end of 2007.

    When I got home, I went online and reloaded this page 50 times. It was at two in the morning, but your material hangs on the first page, in the most important place.

    Since then I have been “screwed”, but pretty quickly I realized that sports journalism has its own specifics: you have to become a publishing editor to go to all sorts of cool championships, otherwise you will go to ball hockey. When you go to him for a long time, everything in this life begins to get you. And it so happened that the older brother sold the studio and became interested in startups. They began to do what was then called GreenfieldProject.

    Now this is #tceh under the FRII. I just came to see what he was doing, but I didn’t understand anything: the guys started some IT projects, when people have to come up with something over the weekend, and then find some investors. I came to see, and it turned out that they have no one to write about these projects. I said, "Well, let’s cover it."

    And now, for about nine years I have been writing about these IT projects. I didn’t want to, but this is how life turned out.

    Alina: You were drawn into this area.

    Alexey: Well, yes.

    Alina: Bypassing ball hockey.

    Alexei: When you know little to do in this life, the content helps a lot. It turns out that the farther, the more people need it. I am sure that everyone can write. What you were given at school and what you read is enough. I do not have a specialized education. In addition to Amzin’s 50-page News Internet Journalism book, I haven’t read anything, to be honest.

    Alina: Nevertheless, everything in the career is going well.

    Alexei: Well, ten years later you have an advantage. Most people are simply afraid of this white sheet, and you come and say: "Well, let me do it."

    Alina: Tell me, please, during your career you also had editorial work at Digital October. For those who don’t know or don’t remember, Digital October hosted TechCrunch level events (based on the media of the same name) in Moscow. What did you do at DO?

    Alexey: I did everything. It was a funny story. It was thanks to previous projects and my brother that I met Julia Lesnikova, now she has the name Shchukina.

    She went to Red October and did the Knowledge Stream project. These were video bridges with dudes from around the world. For example, there is some great scientist, he will never come to Russia, because nobody needs it. He is ready to leave the house via video link and talk about his research. Let's say he created the first robot or something very cool.

    On the second day, I came, they called me and they say: "We have left the entire editorial office, come on, now you will do all this." The former editor quickly handed over the affairs to me. This was the editorial board of Kommersant, and we had to do all the rest of the content: newsletters, announcements, social networks.

    Alina:In fact, the entire information "wrapper".

    Alexei: They come to you and say: “We need this,” but somehow you don’t have the option to refuse. But it was a cool experience, there was a big field for experimentation, especially since the bosses were good. The curators of the project gave great freedom for creativity.

    You just got some kind of task, and if everything goes well, nobody cares how it is done. There were no approvals ... At TechCrunch it was cool because we didn’t have the opportunity to assemble a permanent edition, and you yourself find some people who can help make it cool. We had a great guy from RIA Novosti, he knew English. We gave him an English-language Twitter account and said: "You just go two days and record everything you see." It was cool because he retweeted.

    We also did a cool thing on Flickr. Usually photos are laid out on the second day after the event. We organized the process so that every two hours the photographer brought a new flash drive, the girls quickly selected what was not slag, and laid it out. And you really see how the work diverges on all the news feeds.

    We did the same with project descriptions. When they begin to train a few days before the event, it is already clear what they will talk about. Of course, their pitch will change, they are prepared so that they go out and say: "We are the coolest." And they go out at the beginning and say: “Well, we have a synchrophasotron, which ....”

    But you already understand what they are doing, and you can write a short press release about this project. It was not some kind of monetary relationship, you just think: now they will go on stage, people will hear something, but they will not be able to find information about them. Let it out in the form of news. And you just get thirty news in a few days and publish.

    Then it’s great to see how they diverge. You see that your work is not wasted. The coolest thing [was] when, according to rumors, Mike Butcher [TechCrunch editor] liked it . But I personally did not testify, they told me. That's cool.

    Here I would advise everyone to drag and drop experience from other projects.

    I took these approaches from sports journalism, because they demanded of us there: when two teams play, you have two minutes to lay out the text. That is, here they finished playing, and if you were late and the third minute had already gone, everyone went to another site.
    Then it was still fashionable to read all these reports: how Ivanov hit the ball, and Petrov closed his head in the lower left corner. All this, apparently, was really interesting. You just take it, transpose it and think: why don't they do it in IT news?

    This is a dynamic industry, like the same sport where everything really changes, and people get used to consume information on the principle of "here and now." They went on stage, here’s a press release for you, in 30 minutes their photos will be beautiful, we will put it on social networks and so on.

    The coolest thing is when you come to the audience ... When we did DEMO, it was the next conference after TechCrunch. Also an American conference that Petya Tatishchev dragged here. We have already accustomed the audience that went to the Digital October website because we very quickly and efficiently issue some theses of keynote speeches.

    Then it was Sergei Belousov who made a cool report about the clouds. I don’t remember what he was saying. It was some kind of thing, like: "It's very cool, look how this has turned the world upside down over the past five years." But he said this so interestingly that everyone liked it. About an hour passed between the time he left the stage and we released this text.

    I remember how they sent me forty minutes of messages from acquaintances who said: “Well, when will you post it? It was awesome. ” I want to relive it again, it's really great. There was a cool team. But then it so happened that everyone dispersed on other projects.

    Alina: But, nevertheless, the experience remains. You continue to carry it to the masses and to I T.

    Alexei:Many other guys do it too. The same Julia Schukina, Katya Barabanova [ former producer of media projects at Digital October ] - she has now moved to Rostelecom, and they are doing courses and training all their employees.

    People lay, for example, a cable in Surgut, and now they are doing a course based on Digital October. They do, for example, a course on what data science is. At such a level that you understand how it is around you, everything in life happens and works.

    Most likely, you will not come across this - they will not tell you tomorrow: "Now you are managing this project in a corporation, show what you have learned." But you understand that these are not some words that are used by 2% of people, but really what becomes a part of life.

    Alina: You briefly mentioned that there was #tceh in your life.

    Please tell #tceh - this is essentially coworking. If you use the simplest concepts. At first glance, coworking is a fairly simple story. But it is not clear how to surround it with content, stories, and benefits. What added value did you create for residents and people passing by? And what role did you play in this?

    Alexey: First of all, #tceh is a soft startup facilitation system. When we got there, my elder brother and partners began to make this story. When we opened, there was some website that was updated a year ago. As is usually done: "We will redo this very soon, but now let's get started."

    And the guys just had the idea that this is not just coworking, but - as Seryozha Schukin [ former marketing director of #tceh ] said - a place of power. There are educational events, you can meet a bunch of cool dudes, they will definitely help you, and everything will be fine. Your startup will surely survive and the evil uncles will never take it from you.

    When all this opened, it was all sponsored by the IIDF. And the guys from IIDF were the first to go there. They called it the "orange zone", there lay such an orange carpet.

    Alina: They had something blue, and #tceh had something orange.

    Alexey: Yes, yes. And the guys told them that this is a soft system of facilitation. There was also such an aquarium, which everyone walked past, and we had a small counter where you could insert a sheet of paper with some garbage. And we began to write all kinds of stupidity: just some jokes about startups. You just sit, and you have one of the background tasks - once a day to come up with a joke about a startup. Funny or unfunny - it doesn’t matter.

    So there were stickers. It was the idea of ​​Renat [ Garipov - CEO of #tceh]. At one point, we realized that we had a bunch of pieces of paper, and some of them were funny - this could be tracked by the reaction of people. They walk, smile and take pictures. Ilya Korolev [ from the FRII ] photographed our sticker and posted it on Facebook [as the cover of the page]. This is an achievement. And we began to do these things, then just hand out everywhere. It was such an option for contact with people. It was necessary to convey that #tceh is not some kind of thing from the semi-state FRII, but a place where the movement is interesting and where you will be understood.

    The second point is, it seems, the biggest thing that we have done for people both inside and out. To attract, it was necessary to somehow legitimize the #tceh brand. And then the Silicon Valley series came out. It so happened that Katya Barabanova from Digital October switched to PR at Amediateka. We wrote to her with the idiotic idea of ​​showing the series to startups.

    We had the idea that all these dudes from the series really look like someone, they were written from someone. And in Russia there are the same startupers, real and living. They are people too, they need to be pulled out to watch this series. And every week we invited people who founded cool companies: Qiwi, Kaspersky Lab, Mail.Ru and Yandex did not work out, but there were many who did. They just came, and you could catch them, talk to them and get advice.

    It was a free event, and we formed a mailing list for this. We distributed our stickers, it went very well. The main thing is that it shaped people's understanding of what we are doing. Not so much that you are handing out some kind of brochure, but the feeling that dudes do not bullshit and are not trying to deceive you. It was cool.

    I especially remember when we called> Maxim Nogotkov. It so happened that he arrived earlier. We had a hall on the first floor, and the hall on the seventh, in my opinion. We tell him that the hall is not ready yet, and offered to go up to coworking. And we go into the elevator - and there the guys - our residents - stand in surprise. And one such: "Are you really Maxim?"

    He is like that: “Well, yes.”

    Alina: Elevator pitch .

    Alexey: Yes, yes.

    And the last event of this cycle — we made two seasons — came Mark Zavadsky, who was then still [the director of the Russian division ] Alibaba.

    He also arrived early, and he was super-recognizable - they then launched a competition for startups from Skolkovo just. So, he arrived early and sat on the sofa, where there was a passage zone. Around is such a crowd of people that spontaneously formed. It is not clear what is happening there, but it is clear that something is being distributed - as in the Soviet period.

    So, you have to stand in line, there is something. The guys could learn something, ask some question. Basically, they [at the competition] had hardware, and we had few such projects. But overall it’s just a good contact, because a person represents one of the coolest companies in the world. And here you go, and he is sitting on the couch. Not that he has nothing to do, but he came and understands that it is part of his job to communicate with everyone. It was wildly cool.

    It seems to me that we have given this value. And in the second season, we connected the regions, and already people in the regions knew what #tceh was. We had Makhachkala: the guys make their own incubator there. We said: “If you have your own platform, take our content, gather people and go live, write us questions.” For example, Natalya Kasperskaya comes, and you sit in Makhachkala and usually you do not have the opportunity to ask her a question directly. You can, of course, find her mail or knock on facebook, but the probability is low. And then the magic: you came to your entrepreneurial get-together, and there is a direct connection with Moscow.

    This was of great benefit, because one of our tasks was to attract new projects for IIDF. It worked great because IIDF had its own regional program, and #tceh and IIDF co-branded. We should not say that we are something separate, but always write that we are a “vassal” and all these things. It was useful both for them and for us.

    The guys once gathered even in Novosibirsk. We started at 19:30, and there were four hours more, it seems. Most likely you will not go in some crowd to watch something. This is not a cinema show where you have a ticket and you go with popcorn. For the first session (just with Nogotkov) and the second people gathered. Then he naturally was blown away, because to sit in the middle of the night in Akademgorodok and watch ... Especially since we posted it on YouTube, you could just go in the morning and see everything in the recording. We had, in my opinion, ten cities. It was cool, and Novosibirsk was twice the most extreme in time.

    Alina: Far Eastern.

    Alexei: We dreamed about Vladivostok, they even wrote to them. They said, “Cool, cool. Please explain to us how we should gather people for this. ”

    Alina:Night Vigil (laughs).

    Alexei: Yes, it’s six in the morning on Friday, and we are watching live broadcast from Moscow.

    It is clear that most people also have the main job, which is not always associated with a startup. You are not the kind of founder who lies in the sand and thinks: “Well then, I’ll work today for two hours, and the rest of the time I’ll surf and watch motivating videos on YouTube.” This does not happen, so, unfortunately, we could not connect them, but tried.

    Alina: It's not only events - you just mentioned it in passing - but also a huge amount of content: articles, newsletters, educational content that accompanies the events and comes out after them. So the editorial work at #tceh was gigantic, in my opinion.

    Alexei: Well, it was hell, yes. But then again [team matter], she was good. Even if you are alone in your position in the organization, you either have a team, and then it’s somehow rushing, or you are alone by yourself and there will be garbage. In #tceh was Seryozha Schukin, marketing director, he supported and moderated many things. He had a strategic idea - what are we going to, why are we doing something - and if something fell into the framework of his strategy, he could fight for it.

    That is, in many respects I took these approvals from you, get off, prove, the budget ... No, it’s necessary - we decided that it was necessary. He will deal with this, and you come on, generate content. That was great.

    There were a lot of “education” mailings; there were not very many articles. It was then that we had a funny story about the Acid universe.

    Alina: Already a good start.

    Alexey: Yes. It looks like at five in the evening Seryoga comes running and says: “We need to find the Acid universe, write a post on Facebook.” We all smoked, but cigarettes. And I think: "Something is not right." It turned out that the dude took such a nickname for himself and published an anonymous column on vc.ru about why things are bad with startups in Russia. In terms of what everyone thinks: “I’ll torture the business by 150 billion just by saying that I’ll do this. I will not do it, but just tell everyone. ” And all these: “Yes! You are our new king and Mark Zuckerberg. "

    He wrote something, and it just got into Seryogino’s strategic vision that #tceh is just the place where these people who have the desire are reforged, not into cars, but into someone who is able to create this business. Or after a while to gain experience.

    And so, we launched Facebook-type mailings like "We are looking for an acidic universe." It turned out to be a man whose name is Nikita Shirobokov. We began to cooperate.

    Then, when I left #tceh, it so happened that I went out and met him. We began to smoke, and I told him: “Do you want to be an editor?” And then he had the idea of ​​his startup, but something didn’t work. Either he got married then, and he needed the money, or something else, and he says: “Okay.” He organized everything very cool there, it didn’t work out for me. He recruited interns who could enthusiastically cherish until four at night. I have never been able to motivate people to do something adequate before four in the morning. Except how to plump - never.

    He adjusted it all, and they began to do more mailings, articles. We just came to this point that the "education" did not go into the forehead. If we just did a landing and drove traffic to it, then all these [indicators] - conversion, how many people made a decision - it was all very long, expensive and not super efficient. And they organized a bunch of articles that people landed on, and then suppressed retargeting and getting into the newsletter.

    From me in #tceh mostly stickers were left. So far, if you go, most of it was invented by me or our first designer Denis. And those events. The site has changed (it’s just Nikita redid it), and I then wrote mailings irregularly. Basically, if we had time to write a newsletter, Nikita put more emphasis on the benefits, and Sergei and I on the fan.

    Our first two letters were addressed to Chuck Norris.

    Alina: I remember.

    Alexei: What should people write? Well, if we write some boring stuff like: "Be an entrepreneur, do it right, here you have three tools." Somehow it's not that.

    Our idea was that we would never find Chuck Norris. But the second letter received such an answer. Dude says: "If you need it, my friends are one of the agencies that work with him." And we realized that we have nothing to say to him.

    Since then, we wrote about entrepreneurs, but basically it was all wrapped up in some useful content and event announcements, because in the first year we were gathering a base for mailing. The most effective method is to do it when you have a platform - to say that tomorrow we are talking about marketing, the day after tomorrow about UX, the day after tomorrow about how to become a programmer in five days. And on Thursday someone famous will come to us.

    Even if they didn’t come to all the events, the main thing is that they ended up in your mailing list. And then the main thing is to make sure that they do not unsubscribe from you as long as possible.

    Alina: Tell me, please, if you continue your story: you are currently interacting with technology projects, you are developing a community of Python developers with your colleagues, and you are making a podcast . Since we are sitting here and also recording a podcast: it always seemed to me that a podcast about development is a rather complicated story, because about programming it is quite difficult to communicate information verbally. It is more convenient to read or watch something. How do you solve this problem? Have you ever had such a problem?

    Alexei: No, everything is easier there. Again, this is all my brother.

    Alina: We will call this issue “This is All My Brother”.

    Alexei: Half of the things that I did, one way or another, are connected with what Mishka is doing, and I come and also start to twirl something there. They still, in my opinion, began to make mitaps in 2012. At one point, Mishka himself began to switch from PHP to more advanced languages ​​and chose Python. He liked it so much that he realized that he needed to talk about it somehow.

    There were already articles on Habré even then, but when you virtualize ... Moreover, he was jealous of either JS nicknames or rubists - I don’t remember who, but there were dudes in Moscow who made the meeting. People gathered for them, it was cool, they could still go to the pub after that.

    There was some kind of drive, movement, you see that it’s not the only one. They began to help him, Valya Dombrovsky - just the organizer - and others. They have formed a community. The guys are great, because they always recorded their events and uploaded them to YouTube. This may not be the best record visually, there may be complaints by the sound, but for 2012 the fact itself is important.

    And they had a YouTube channel for 8,000 people at the time of the launch of the podcast. At the same time, they quickly realized that people came to them and said: “How do I learn the Python language?” So what do you tell them? Go, there’s a lot of information on the Internet, learn. But they themselves also hire these people later and see what the discrepancy is between what they write on the Internet and what is required from junior developers. They launched their courses.

    It so happened that they had a self-assembled site, and at some point I suggested redoing it. Then we redid and advertising. They have a good mailing list, many subscribers on YouTube, but it was not very clear how to convert this. And most importantly, how to verify that these are not some hardcore programmers who themselves will tell you ten more times where you incorrectly set any tabs.

    The guys have very cool speakers who tell this at the evangelical level. They don’t talk about such things that here we put if ... else. All this can be read and watched.

    They talk about basic things: why we do this, why when you do this - this is garbage, how to choose between these methods and so on. All sorts of hot topics, they are very cool voice "holivarit". When they all sit down and say: "No, here is your Visual - garbage, my Sublime can do that." They can argue about it, and that's great.

    We decided that they should try to write articles, but usually when you ask a programmer to write an article, he says: “Yes, everything will be, knock in a week”. You knock in a week, he says: “Right now. Give me three days, please. ” Three days pass, snow falls, then the boats sail through the puddles, and he is still writing an article.

    Therefore, we decided to do podcasts and decrypt into articles. The guys just gathered, they themselves were interested. Here's another thing that they had a high willingness to do. There simply wasn’t a dude who would say that we were taking this, doing that ...

    I just offered to choose three topics, talk about them and put them on YouTube. People liked it. And most importantly - it began to give a good result in terms of courses. The simplest mechanics is the promotional code. One issue cost three thousand rubles. It’s you who take acquaintances from equipment, save on something, do something yourself.

    I thought so: how many issues we will have, how much the ticket costs. [Realized that] we will go to zero if someone buys one ticket. People bought fifteen tickets with one promotional code. The guys then reduced the discount, limited, but it began to work.

    They just did not have something for beginners. That is, on YouTube you post mostly records from the meetings, where people come to who have something to tell. They go on stage and say how they make some kind of library. You sit like that and think: “Damn, cool.” But where to start, what not to do, this was not enough.

    We also noticed that the most, so to say, Nubian issues like “How to start coding in Python” are the most popular. They had such a report, and he has gained 44 thousand views on the channel over the year. A report on how to combine “Erlang in PHP SQL” - for some reason, 329 views.

    Then it was just automated. My topics quickly ran out, I sketched ten topics. They had nothing to do with programming in any way, these are ten questions about any field: how to get a job, where to start, how to finish, how not to quit.

    Alina: Nevertheless, there was some kind of vacuum on these topics.

    Alexei: Yes, but people began to ask for hardcore. “What about the data science trends in Python this year?” Well, what can I tell them? Nothing. Just the guys have such a wonderful Zlata Obukhovskaya - a participant in all these communities, team leaders and people with experience. Many years in development, she worked in Yandex, Rambler and Mail.Ru.

    She went through all these "circles of hell", a person has an awesome look. She knows everyone and can tell the one who needs: “Come,” and he will come. No need for this, “Hello, we are doing such and such a thing, we have such an audience ...”. Just: "Come, chat."

    Zlata just prepares topics that the community is interested in. At the same time, she is interested in this herself; she is studying something in the editorship. Looks at the feedback. They have topics there about open source and about girls in IT. I wonder what topic will shoot. You can bet and find out.

    The most interesting thing is that there are different sections: people who watch YouTube, who download the audio file from the podcast service and who go to the site and listen from there.

    Alina: That is, you have different sections of the audience in essence.

    Alexey:Dudes from YouTube are more about such [controversial] topics. Those who download to a smartphone or listen in a podcast service are more hardcore. It can be seen that they are listening to more IT podcasts. And the people who visit the site - I don’t know at all why they are doing this. But it turned out that there are quite a lot of them. We just made a website on Tilda. It turned out that it is difficult to maintain it when there are many releases, because this hierarchy must be built from scratch, it is such a constructor. But it’s wildly cool that they go there.

    Of course, after podcasts, people do not immediately rush such: “Oh, ten percent discount! I’ll drop everything now and go on the course. ” They remember, and then, if you conduct surveys of those who came to the courses, they say: "I sat and sat and remembered."

    Content does not sell instantly. That is, he begins to sell, but you quickly burn out those who are ready to buy right now. But it works for a long time in the sense that a person listens to a podcast - these are dudes, they say something normal, they don’t seem to fool me.

    And they also have a course - Learn Python. You hear it ten times. And when it makes you feel like you need to learn something in Python, quit your career in the travel industry, you buy a course. They had such a girl, she says: “I got sick of selling some tours. I generally realized that I was an introvert. Go all the forest, I want to program. "

    You have no question what you need to go to some Yandex or Google and ask something. You already know the address of the site on which they will certainly help you. And the coolest thing is that you know people. You already have some kind of profile for these podcasts.

    Here is Misha - he’s on the site is so cool. But it turns out that this is just a person who did not break ten times to try to explain something. You understand from the way he tells you that this is really a person who will get you to understand.

    The main thing is that these guys have real success stories. When dudes really then become someone. Yura Orlov, he was a doctor. He did a lot of diagnostics and saw that new systems were being introduced. He realized that he would be interested in making a service that would help doctors. Now there are neural networks that help you make a third opinion, diagnose something from the pictures, recognize, make some forecasts.

    He understood: in order to do such a product, one must understand something in machine learning. He has the expertise of a doctor, and what the programmers do, he did not understand. Dude really talked with his wife, plowed for two years. They accumulated something, somewhere dipped in money. But he went through the courses himself first, then went and got a job. Now this is a confident middle.

    People love success stories when you post on vc.ru, where you write four cases. Let's say some Westerners: Alice lived in Nevada, always dreamed of something. And here is Yura, he got into people, and then he changed everything dramatically. As a result, readers look and say: “This Jura is cool, but what am I worse?” And thanks to the content they go to the course website.

    Alina: Now you just told the whole plan that you need to implement to a company that wants to work with content so that it starts to bring tangible results.

    He just answered my last question about how to explain the value of content that does not sell here and now. This may not be the promotional code that you heard and immediately drove. And just stories, when you heard several times about this school, about courses. At that moment, when you have matured, the first thing you remembered.

    This, in my opinion, is an understandable story. I will not hide it, I once spotted something here too. In many ways, it seems to me that I just saw it and just reproduced it among the guys. There are such dudes - LoftBlog. There was such a moment after #tceh, I worked with Sergei Abdulmanov. He had his own PR agency - in addition to what he does in Mosigre. The bottom line was that they signed a contract with the Ministry of Digital Development. Those who run IT with us.

    They had to make public on VK for teenagers. And they said to me: “Now you write about IT for teenagers.” Well, I agreed. There was a time when we realized that in order to attract an audience, it would be most logical to go to neighboring public houses, which also say something about IT and offer cross-promotion. We give you good content and take yours.

    And there he was, he is now, LoftBlog from St. Petersburg. They did just about that in 2014. They had webinars - not ones where they tell you how to live right, but just told. They changed coaches, answered people's questions. I just looked at their content and thought how cool they are doing. They do not throw crazy budgets into some kind of advertising, they do not hang up conditional vc.ru with banners or something else that will cost you hundreds of thousands.

    They are just like this: “We are ready to tell you how we think something should be done. And we know this because we have such and such an experience. ” If you're interested, click on play at this hour. If you are not interested, pass by and that's it.

    It seems to me that one of the main things is that you should regularly watch what happens to others. It may be your field of activity, not yours. See how sports media are run.

    If something rushes about you - try to implement at home. You still can’t copy it in the forehead. You will not be the second Dudu. It’s like in rock music.

    Most people come to the point that they want to play the guitar because they saw how some Slash does it from Guns N'Roses. They realize that they will never play like him, but they can just be inspired by it and start doing something of their own. There are a bunch of people who were inspired by their music and became successful. Well, they either just earn their bread, or they can play the guitar in the company, which also brings some benefit.

    Not the fact that you have much to do with it. But you looked at how others did it, and you tried to apply it at home, and this fact is the coolest. You have less time spent sitting and thinking: "What should we do so ingenious to break YouTube?"

    You get more time to try different ideas.

    Alina: The path of the editor is like the path of a musician. On this note, we will complete the release.

    Our microformat on the topic of content marketing:

    What kind of office do you have?
    Not my job: “not my job” in the editorial case of
    Glyph vs full-time employee. Discussing “house myths”
    Podcast. How IT outsourcing works

    Archetypes: why
    Writer's block stories work : outsourcing content is dishonest!
    When eight o'clock ... enough (for work)

    PS In the glphmedia profile - links to all issues of our podcast.

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