[00:00:00] Speaker A: Most marketers are missing a goldmine of audience insights hiding in plain sight. While most B2B companies flock to LinkedIn, 68% of Reddit users aren't even on the platform. And that means there's a massive chunk of your audience having authentic conversations about their problems on another platform.
Deep tech CMO advisor Kirsten Gaffney has cracked the code on mining Reddit for content that actually converts. In this episode, she's going to reveal her systematic approach to turning Reddit threads into pillar content that resonates with technical audiences.
Hello everyone, I am Paxton Grace, CEO of 97th Floor. 97th Floor is a digital marketing agency built to deliver world class organic and paid channel strategies for mid level and enterprise organizations. Thank you so much for joining us today for another episode of the Campaign.
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice, and converting visitors into customers.
You can find past episodes on YouTube, iTunes, Spotify, and at 97th Floor.com.
today's guest is Kirsten Gaffney. Kirsten is a CMO advisor helping deep tech software companies build their marketing growth engines.
She's advised hundreds of founders from companies like Airbyte, DragonflyDB and Codefresh to build a systematic, measurable approaches to marketing.
In this episode, you're going to learn why Reddit conversations are more honest and actionable than than other platforms. You're also going to learn Kirsten's exact process for using tools like octalens to track keywords across Reddit and create content that speaks right to her audience. And you'll learn why developers and engineers hate being sold to and how to market to them authentically. Let's get into it. Kirsten, thank you so much for joining us today. Super excited to talk with you.
[00:02:09] Speaker B: Thank you Paxton. It's great to be here. Really excited.
[00:02:13] Speaker A: So let's talk about Reddit.
There's so much going on with Reddit. It's had a massive increase in visibility, massive increase in search traffic overall, and huge increase in users over the years. When I started in digital marketing, I actually don't know that Reddit existed, but in the early days of Reddit it was a very different place than it has become in the past five years or so.
You have been using Reddit a lot.
It's our favorite place to learn about audiences because so many conversations are happening there that are super organic and it really helps you like learn an audience. I want to know from you, like what in your opinion is different from Reddit or different about Reddit from other Social platforms. That makes it really valuable.
[00:03:05] Speaker B: Yeah, well, first of all, there's, I think there's probably 500 million monthly active users. It's a very, very big pool of active users on Reddit. And I think the thing for me is that it's got these threaded conversations that really add a lot of depth to whatever the person is trying to solve for. And you know, even though you can do Twitter threads and you can do LinkedIn posts, they're not as, they're not nearly as interactive as Reddit. Reddit has a tendency to bring the honest opinion out from people and that is where the meat is when it comes to marketing. So that's, yeah, that's.
[00:03:52] Speaker A: And so we, we've already given your intro, which obviously includes a lot of experience in tech. I think it would be useful for this audience to understand your background, especially as it relates to Reddit, because I think that it makes it particularly useful. So yeah, tell us about your background in marketing.
[00:04:17] Speaker B: Yeah, so I am a deep tech cmo, which means that I focus on AI data infrastructure, open source software. So really marketing to the technical audiences and it's, Reddit is a great channel to find those technical people.
Yes.
[00:04:34] Speaker A: Yeah, I mean that's, it's almost like the stereotype at this point of Reddit and who's there, like these engineers and a lot of just like very tech forward people.
So that makes it a great platform for you.
And I think the rest of the B2B world is starting to catch on that their audiences are there, you know, when that's not always been the case. How have you, have you seen Reddit change over the years as you've, you know, worked in it and, and for listening and content.
[00:05:05] Speaker B: Yeah, for sure. You know, for, for a long time Stack Overflow was really popular and that's kind of faded out. And Reddit has, has, has kept to its grounds of, of being technical, although it has evolved. I mean even my husband, who is not a technical person, loves to read Reddit and I think that the audience has grown just because when you start with a more technical audience and that audience really believes in it, then you start to see the peripherals start to capture onto that because they then see that, oh, this is actually a really good educational platform, a community. Yeah, so that's what happens naturally.
[00:05:47] Speaker A: Yeah, yeah, some, some cool stats and, and then we'll, we'll leave this point. But about like the current state of Reddit, number one, I think historically Reddit was predominantly kind of male oriented, but that has changed the Percentage difference between male and female users of Reddit is within 1 percentage of point now. So it's like very, very split.
Yeah. Isn't that, isn't that interesting?
[00:06:16] Speaker B: Yes, that is. That's surprising to me.
[00:06:18] Speaker A: Yeah. And then on top of that, there are a shocking number of people who use Reddit and use no other social platforms.
So 30% of redditors are not on Facebook, 45% of redditors are not on Instagram, and a whopping 68% of redditors are not on LinkedIn, which means this is so important for B2B brands. There's a, there's a big chunk of your audience that is there, that is not on LinkedIn, and LinkedIn is where all these B2B brands flock to. But, like, there's big opportunities here if you can just, like, broaden your understanding of who, who is on Reddit. So anyway, lots changing there and lots to do. So let's, let's get into what to do about that. I feel like you've been doing some really cool things when it comes to both, like, listening and then turning that into great content. Let's start at the very beginning. So how do you find your audience on Reddit? Like, how do you know where to go? Subreddits that are applicable, I mean, there's the obvious ones, but, like, how do you get deeper than that? I'm interested in your process from the beginning.
[00:07:24] Speaker B: Yeah. So I will typically start with keywords versus going straight to a thread.
I have a listening tool that I like to use called Octalens, and it will scout, it'll syndicate all of the content from Reddit, YouTube, Stack Overflow, Twitter, LinkedIn, and it'll take all that content. But Reddit is really the area that I focus the most on.
I'll go ahead and add in those keywords to Octalens and will then look at that every single day when it comes to those keywords. And I'll be surprised by new threads, you know, new Reddit threads that I don't. Wouldn't normally see and track it through that way and then start to get a grab, start to follow those folks and those conversations.
[00:08:15] Speaker A: Okay, so you find the thread or the community from there.
What, what are you doing? Is it, is it like, like a manual process of just, you know, reading through it, or are you using any tools to kind of assimilate all that information?
[00:08:31] Speaker B: Yeah, so usually what I'll do is if I'll see that there's multiple conversations going on there in the, on that one Topic. I'll take that topic and I'll, I'll take the whole page, copy it, put it in Claude or ChatGPT and say, hey, give it a prompt and say, hey, what is the most important takeaway from this topic? And I have a. I ask a few more questions about, like, are they missing anything? Should I talk about that? Should I write about it next? And then I'll go ahead and do that. So that's, it's pretty simple, but that's what I do.
[00:09:08] Speaker A: Okay, so do you have a preference of Claude or chatgpt? I. I mean, the models are always changing these days currently. Like, what is your. Your favorite?
[00:09:18] Speaker B: Yeah, CLAUDE is great for copywriting and for any, really any writing task. It's. It's excellent for that. ChatGPT is, I find, is best for research and data, and it's less good at copywriting. So I tend to use both for different things, and sometimes I'll compare and contrast and see what works better. But that's historically what they're good for. Yeah.
[00:09:46] Speaker A: So. So you're taking these like a thread and then you will drop it into Claude. Well, let's say, are you having it produce when you say, like, what are they missing? What are they not talking about? Are you then using that in order to find out ways that you could contribute to this conversation within the thread? Or are you saying what are they missing and not talking about so that you can then go turn that into like an article or, like, what's the, the destination of this insight?
[00:10:16] Speaker B: The destination is creating a pillar piece. A pillar blog post. Yeah. For the business.
Yeah. So it's not me. I won't go and engage in the thread. No. But I will go and use that as leverage to create a piece that will be captivating to that audience that I'm focusing on that keyword for.
[00:10:39] Speaker A: Okay. And how has this worked for you? Do you have any, like, I guess. What's your batting average on this?
When. When you do this process and you produce this piece, does it have, like, a very high likelihood of resonating with and. And like, hitting home with this audience? I'd imagine. So, like, what's the success rate of this kind of approach?
[00:11:04] Speaker B: Yeah, I would say 70%. You know, it's.
[00:11:09] Speaker A: Wow, okay.
[00:11:10] Speaker B: Not only. So you're. You're not.
It depends on what the end. So do you want SEO or do you want a paid campaign or, you know, what are you trying to get at? But usually you can.
Usually you can nail it pretty well with that, but there's always room for failure. You know, it's hard to know really with anything if it's going to work until you try it.
But it's a much higher guarantee of getting some good eyeballs on that Sometimes what I'll do is I'll have a CEO or founder test it out just in a LinkedIn post to see if that resonates with their audience first. And then if that works, then we'll create a longer piece to support it or we'll create a webinar or we'll create more of a campaign approach. And the topics are good? Yeah, they come out pretty strong. And going about it in that way is kind of a crawl, walk, run approach that works well.
[00:12:15] Speaker A: So are you using the AI just for topic identification or use it using it for content production once you have the topic identification?
[00:12:26] Speaker B: Okay, yeah, so we'll do the topic identification and then we will have Claude. So we'll take the research. So we'll, we'll have Chat do the research. Well, I usually have Claude do the research too, just to see, compare and then I'll take Chats research, put that both in the Claude thread that I'm already in and I will give it some additional prompts and ask it to develop content based on the channel that I want it to create the content for.
And there's a lot of massaging that will go on after that. It's never going to be a slam dunk. It requires a product marketing expert eye to go ahead and look at this and then it also requires a copywriter's eye to look at it and to make it, you know, more focused on the brand voice and usually air it up a little bit and give it some personality that is not cheesy.
So, so there's a lot, there is massaging that goes on, but it's getting you, you know, it's getting you 75% there. Yeah, yeah.
[00:13:32] Speaker A: I'm really interested in the technical aspect. So you, you work in deep tech and I'd imagine that the likelihood for the AI content to go astray is high. I mean, in my experience with a lot of AI generated content, it's like at best it is best practice for whatever subject matter you're talking about because it's kind of like regurgitating a lot of what has already been said. And especially in the, the more technical you get, the more it often needs to be like, what new are we adding to this conversation? Or how are we thinking about this in different ways? So I'm curious. Obviously you said it needs to be massaged and look and looked over by various people.
If you had to say from 0 to 100% coming straight out of Claude, where's that content sit in readiness of like or new ideas or, or interesting ideas to the audience versus like, where you then have to take it from there. Does that make sense?
[00:14:34] Speaker B: Yeah.
Okay, so new ideas, it can come back sometimes pretty strong. You know, where you're like, oh, I didn't think about that.
But with the actual meat of the piece that you're trying to create, that's where the, the massaging really comes in. And that's where you have to be, you already have to be an expert in creating content before you can guide Claude to create a good content piece. Because as you know, and this might be a little off topic, but as you know, there's, there's companies out there right now that is creating generative content, right? And it's. And they're getting flagged by Google and it's becoming a mess, especially for agencies like yourself where you're like, no, that's not good content.
That's going to flag Google versus help you. Right? And that content is because it is just copy and paste basically. Right. And so it really does require an expert to go in and turn it into a human touch written piece.
[00:15:41] Speaker C: Content production exploded last year thanks to AI tools, and most brands jumped on board. More content meant more chances to rank, right?
Well, it's 2025 now and the game has changed dramatically. My name is Alondra Melo.
I'm a senior Enterprise SEO specialist at Nice and Floor. And right now we're seeing reputable sites hit with serious penalties.
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Meanwhile, Google continues tightening crawl budgets across the board. And we don't even need to mention the impact of AI overuse.
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[email protected] LetsTalk hey.
[00:17:05] Speaker D: Everyone, it's Emma Lammy here. I produce the campaign and today I'm bringing you the latest in marketing and AI news.
First up, Google just announced new advances in how they're fighting invalid traffic. That's ad activity that doesn't come from real humans with genuine intent. Think bots, click farms, or shady ad placements. This isn't a small issue. Invalid traffic eats into your budget, skews your performance data, and erodes trust in paid channels.
Now Google's Ad Traffic Quality Team, working with Google Research and DeepMind, has started using large language models to more accurately detect invalid behaviors. These models are now scanning app content, web pages, ad placements, and user interactions in real time.
Google says this upgrade has already cut invalid traffic from deceptive ad practices by about 40%.
They're also doubling down on automated and manual checks, so advertisers aren't charged even if a bad click slips through.
If paid search and display ads are part of your growth engine, this move makes Google a safer bet. But it also raises the bar for the industry.
Expect AI driven fraud detection to become table stakes across all major ad platforms.
Next up, let's talk about a major shift in where ad dollars are going. According to new data from mdi, primetime TV is no longer the powerhouse it once was.
In the past year, Linear TV primetime ad sales fell by $1.2 billion. Broadcast is down 2.5%, cable down 4.3%.
Meanwhile, streaming picked up the slack and more, pulling in an additional 5 billion in ad sales.
Now, to be fair, Linear still has some big anchors. Sports remains its saving grace. NBC has the Winter Olympics, the Super bowl, and just landed a new NBA deal for primetime. Fox has the World cup coming up, and these kind of events are helping traditional networks keep advertisers at the table. But the momentum is clear. Streaming is where brands are betting.
Netflix, for example, doubled its upfront commitments this year, driven by categories like retail, cpg and tech.
And the hook isn't just bingeable series anymore. It's live events like WWE Raw and even two NFL games they'll broadcast on Christmas Day. So what's the big takeaway for CMOs? Control has shifted. Viewers are dictating the terms of attention, and advertisers are following streaming offers flexibility, precise targeting, and premium content that feels closer to digital than traditional tv. That said, streaming platforms aren't invincible. Ad supported tiers and fast channels are driving CPMs down, which means buyers have more leverage than they did a few years ago. For marketing leaders, the question is, are you still treating linear TV as the centerpiece of your media mix, or are you planning around where the audience actually is? The dollars are already moving.
Finally, here's some fresh data to have on your radar. Buffer just analyzed more than 2 million Instagram posts from over 100,000 accounts, and the takeaway is clear. The more you post, the better your content performs. But let's unpack what more actually means.
According to the study, posting three to five times per week is the sweet spot. The cadence can double follower growth compared to just one or two posts a week, while also giving you about a 12% boost in reach per post.
If you've got the bandwidth, going up to even 6 to 9 or even 10 plus posts weekly can drive more growth.
But with diminishing returns and the risk of burnout or quality drop off and here's a key Posting more doesn't hurt reach. In fact, the algorithm seems to reward consistency. Accounts posting 10 or more times per week saw roughly 24% higher reach per post compared to those posting just once or twice. Why does this matter? For marketing leaders, a few things stand out.
1 Consistency is a growth lever. Even modest increases in posting frequency deliver measurable gains.
2. Silence is costly. Accounts that don't post at all actually see follower decline, what Buffer calls the no post penalty.
Third, quality still matters. Posting more only works if content maintains value, otherwise you risk eroding brand trust. So the question isn't just are we posting enough? It's do we have a sustainable content engine that lets us scale frequency without sacrificing quality? Because according to the numbers, consistency is one of the most powerful growth levers left on Instagram. Now back to the show.
[00:21:20] Speaker A: I think there's the massaging can happen on the prompt side, where it's like I'm gonna play around with this prompt to get a better output and then it can continue to happen after the output of like, okay, now I've got at least the beginning of my piece. Now I'm going to manually go in and add more.
It sounds like you see the most benefit from doing it on continuing to build on the output versus like going in and playing a lot with the prompt. Or is that is that accurate to like how you're approaching it?
[00:21:58] Speaker B: I still play A lot with a prompt, too. Yeah, it's.
It's not. I've gone and I've also. I also have prompt templates that I use that try to. Try to test my templates out. And the LLM is not amazing yet. It's still giving me different outputs for the same prompts. And so sometimes I have to challenge it and say, no, that's. That's not what we want here, that this is the goal.
So it's not, you know, I imagine a year from now or so that'll be a bit easier. But in the earlier stages now, where we are, we. Where we are at, it's not.
There's still a lot of prompting. Finesse.
[00:22:41] Speaker A: Yeah.
[00:22:41] Speaker B: So to speak. Yeah, yeah. Sometimes. Sometimes what I'll do is I'll say, you know, do. Do the. Come up with the topic and then you. Then I'll say, okay, create a brief for me, just a marketing brief that will give me kind of the tldr of what I would want to talk about, no matter which type of campaign I run from that. And I'll challenge, I'll work on that brief until I'm really aligned with it. And then I can say, okay, create a LinkedIn with this personality, create a email with this personality, et cetera. And those are more successful when I do that.
[00:23:22] Speaker A: Yeah, I love that. I think the thing that everyone gets wrong, or a lot of people get wrong about AI is they're saying, like, this is my way of not having to think.
But really, when you don't think through it, it just produces mediocre results.
And I found that it really forces you to say, what do I want? What is going to be successful? And you still have to wrestle with those difficult questions. And you cannot hope to have a really great output unless you wrestle with those difficult questions. And the answers to those questions are based in knowing your audience, which I guess brings us back to Reddit and listening about, like, how they talk and what they want and all of that. Is that, Is that accurate in your experience?
[00:24:06] Speaker B: Yeah, for sure. In fact, one of my founders, he. He. I was just training him how to use Claude, and he had, he wanted to do a LinkedIn post, and so he had this. I said, take a customer call and feed that customer call into the Claude. And here's a few things that you can say and create a LinkedIn post from that. Give it a try. And it was. First, it was very intimidating for him, and he. But he did it. And then he came back and he says, kirsten, I can't this is not right. This is, this doesn't, this isn't good. This is just general, you know, this is just AI doing stupid stuff is what he said. And I said, well, what's the purpose of your piece? What's the primary key takeaway that you want? That's what you need to feed in to Claude and ask it like, what do you think the key takeaway is from this piece? And it came back with a nice headline. And he wasn't directing it, you know, he was like, he was letting Claude direct him versus him direct Claude.
And when you do that, it's not going to work. So that's, yeah, that's a great way.
[00:25:16] Speaker A: To think about who's, who's in charge here. Yeah, yeah, I love that.
One thing that comes up in discussions that I found as people talk about AI is no one's ever clear on scale, meaning they talk about, hey, here's the right way to do it. And in their mind they're thinking, and you do this thing once a week. And other people are assuming, I'm going to do this 500 times a day. So in terms of scale, I'd love to know if you had to recommend to a brand who is wanting to implement this system, what is the expectation, like, what's the assumption here when we're saying this process of listening to Reddit, assembling that into AI, playing with the prompt and then taking the output and getting in front of these different people. How, how much should these brands be expected to do this, to be successful?
[00:26:08] Speaker B: Yeah, well, you know, companies like Posthog and some of the more well named companies, Supabase, those guys are pushing out a lot of content every month and they're, they're listening to their communities as well. And I always recommend to just start with one pillar piece and then creating like three to five channel pieces from that pillar piece every week. That's my recommendation.
And once if, but I'm talking to founders for the most part and early stage marketers and they don't, so they don't have a huge team. Right. So I would just say that in a perspective, like as your team grows, then that grows with your team. Right. So if you're then hiring on a content marketer or you know, a devrel person, then those folks can take on additional, let them be the three to five and kind of scale like that.
That's, that's how I would approach it.
[00:27:11] Speaker A: Okay, yeah, that's good. Good context.
It always helps to have numbers and I think you can make it more doable if people understand, like, what is expected, what kind of scale is expected from this kind of process.
So I'm not expected to turn around 500 blog posts using like one Reddit thread.
[00:27:30] Speaker B: Right.
[00:27:30] Speaker A: But I think some brands are hoping to do that and they're trying and.
[00:27:34] Speaker B: But that's the ones that are getting flagged, right?
[00:27:37] Speaker A: Yes.
[00:27:37] Speaker B: Yeah. So I, I, I, my rule is like, you have to get at least two, two pieces out every week, and that could be the same one pillar piece and then a LinkedIn piece. But the goal is, you know, you can, you can get three to five pieces out of that one pillar piece and be good.
But if you're, you know, communicate in a few channels each week and however you do that is, is going to be okay. So It's a blog, LinkedIn, email, or, you know, a sales outreach.
Yeah, yeah.
[00:28:12] Speaker A: So one thing I want to get into, especially given the technical nature of your work, something that people struggle with a lot in marketing, is we need to be assimilated into this community.
But it can be very difficult if you are not a member of that community.
And I'm talking more like, you know, tech or whatever the audience is that you're trying to talk to.
I think if you have the expectation of, okay, so I'm just going to take a bunch of Reddit posts, I'm going to plop them into to AI and that's going to produce content and it's going to be good. You're going to be disappointed. Like, you have developed a certain taste over years of working with developers and engineers. And how would you like, what would you recommend to somebody who is trying to reach a new market or starting a new business, selling into a market that they may not have been in for a long time? I think this, this process is probably the beginnings or at least a framework for how someone can get into this community. What would you say to them beyond just browsing a couple subreddits?
[00:29:22] Speaker B: Yeah.
So what you're asking is trying to find out or how to break into the community from a marketing perspective or how to understand what they're talking about or.
[00:29:36] Speaker A: Yeah, I think understanding what they're talking about is going to be.
[00:29:40] Speaker B: Or how to use the voice that will speak to them.
Yes.
[00:29:44] Speaker A: More so that, like, you know, the inside baseball, you know what they care about and don't care about. I mean, to some degree it's audience research, but this is a little bit more focused on the voice, the language, you know, you know, how they talk. And yeah, that Kind of stuff.
[00:30:01] Speaker B: Okay, well, first of all, in a technical situation, you know, when you're marketing to technical folks, you want to speak in plain language. And I, when I say that I'm thinking of Claude always coming back to me in plain English, that's I, I always scratch that out.
But in, in language that is easy for somebody to understand quickly. It's the, the goal of any type of technical marketing is for somebody to understand it within, you know, 30 seconds or less. And I always say explain it like you're explaining it to your 10 year old. If they don't understand it, then your hero graphic on your homepage is not going to be consumed properly.
Now then, the next level of, of that is, you know, more on the deeper technical side. Like if you're creating documentation or if you're creating a release blog or anything like that, where you do need a technical expert by your side to make sure that you're code is, you know, that the code is correct. Make sure that the deeper level of the language is correct. And as long as you're still just like you would guide Claude, you're guiding that SE or that solution engineer, you know, whomever the, or the developer who built the feature, make sure that you're guiding them in the same way as. Okay, I don't understand that. Let me make, let me make sure I understand. And so being very curious and making sure that you are the guardrail for your audience to ensure that they understand how you're speaking and what you're trying to say and not being scared to ask questions and say that doesn't quite make sense because most of the time engineers, they're not trained to write. Right. Engineers and developers, they're not trained professional writers. And us as marketers are.
So we are, they're looking to us for guidance on how to speak to this community and you're looking to them for expertise. So it's, it is a partnership that you have to have with your, your technical team.
And the best words of advice I can give you is just make it clear and readable and don't use smarketing.
[00:32:24] Speaker A: What do you mean by that? Smarketing?
[00:32:26] Speaker B: Smarketing is, you know, sales and marketing kind of cheesy.
Lots of memes and memes can be fun. Yes, but not memes that are going to be a turn off to that technical audience.
[00:32:41] Speaker A: Yeah, yeah, let's, let's take a second and talk about that technical audience. I mean this is, this isn't going to apply to everybody listening, but I find it really interesting. So our team has worked a lot with, with, you know, very technical audiences, engineers, CISOs, CTOs.
And one thing that we have learned is that audience really does not like being sold to and they don't like things cluttering their feeds. Ads, like, they are very averse to ads. They more than most groups of people.
And I'm interested to know your opinion on advertising to a technical audience. Obviously, like, content is a big piece of your funnel.
And I can see, I mean, that obviously is going to resonate with that audience who's like, I'm here to help you. This is genuine. I'm not here to trick you. Like they're, they're, they're going to detect if you're just trying to show them a meme that you don't really think is funny just to get their attention and trick them into some sort of funnel like they, that will repel them so quickly.
So what is the role of advertising play in that, with that technical audience in your experience, given that they're so averse to it?
[00:34:00] Speaker B: Often, yeah, really making sure that you're educating them like that. Your job is to help them do their job. Your job is to help them get their job done faster, no matter what. And if you aren't doing that, then they're not interested. Right? Everybody is trying to get their job done faster and more efficiently and, and still remaining that quality control. And if you can't offer something to them that is not going to do that for them, then don't offer it. It's worthless.
So the whole reason why you build a company, a software company, right, is to, because you're trying to solve a job to be done. And if you can't solve that job to be done, then what are you doing? You shouldn't be in existence. And if you can't communicate that job to be done that you're trying to solve, then again, you got to work on your messaging. So that's the bottom line. You know, whether it's a certification program, campaign that you're launching, or if it's a trial that will give them immediate impact into their daily life, or if it's a webinar teaching them you know how to do something.
So it's you, it's not about you as a product organization, it's about what you're delivering to the customer. It's.
And we all try to, we try to do that with any type of SaaS, software or any type of marketing. But it's really important for that audience in particular. So.
[00:35:29] Speaker A: Yeah, yeah, just adding genuine value.
[00:35:33] Speaker B: Yeah, that's it.
[00:35:34] Speaker A: Yeah. I love. And I think that's true for. That's true for everyone. Really. I mean, yeah, as you said, it is especially true for this audience and I think often marketers kind of get too cute with it or they, they lose sight of what is the problem we're solving and then how do I help them solve that problem? Really, at the end of the day. Right.
I love that. I think that's really great advice.
Kirsten, this has been a really great conversation. I know you have something that you're releasing that I think is extremely relevant to this. Do you want to tell the audience about what you're working on?
[00:36:17] Speaker B: Yeah. So I have a course coming up on Maven in September that will be focused on how to mine Reddit and turn it into your first pillar piece and then how to take that pillar piece and multiply it into the channels.
And happy to share more about that. You can reach out to me on LinkedIn and happy to share more.
[00:36:36] Speaker A: Okay, great.
So, yeah, please search for Kirsten on LinkedIn and we'll. Yeah, we'll post the link to that in the show notes of this episode. So, Kirsten, thank you so much for sharing your process with us. Super enlightening conversation. We really appreciate it.
[00:36:53] Speaker B: Thank you, Pax. I appreciate being here.
[00:36:57] Speaker A: All right, that's it for today, everybody. I hope you enjoyed this episode. Please consider leaving us a five star review and subscribing so that you don't miss future episodes. Big thank you to Kirsten for joining us today. You can find her on LinkedIn and I would recommend checking out her upcoming courses on Maven. We're going to leave some links in the show notes for you.
You can find past episodes of the campaign and other marketing content at 97th floor.com.
you can also find more about the agency and get in touch with a marketing specialist if you want support for your own marketing campaigns. That's it for now. Thank you for listening. We'll see you back here next week. Until then, keep innovating, keep converting.
[00:37:47] Speaker B: That.
