In this episode of Do This, Not That, host Jay Schwedelson discusses upcoming trends in content marketing and answers questions from listeners in an "Ask Us Anything" segment.

=================================================================

Best Moments:

(01:04) Question from Ella about content marketing changes for 2025

(02:29) Concept of making content expire to create FOMO

(03:56) Statistics on expiring content performance

(05:21) Podcast sponsorship by Marigold email platform

(06:35) Question from Sofia about Jay's hobbies

(09:56) Promotion of upcoming email certification course

=================================================================

MASSIVE thank you to our Sponsor, Marigold!!

Marigold is a relationship marketing platform designed to help you acquire new customers and turn them into superfans with their best-in-class loyalty solutions. Don’t take my word for it though, American Airlines, Honeybaked Ham, Title Boxing, and Notre Dame University are also customers!

Regardless of your size, check out Marigold today to get the solution you need to grow your business!

Check out this free content from marigold that Jay has loved digesting, 5 Steps For Selecting The Right Email Marketing Platform.

Foreign welcome to do this, not that, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share tactics, quick wins and pitfalls to avoid. Also, dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwedelson. Let's do this, not that.

We are back for Ask Us Anything from the do this, not that podcast presented by Marigold.

This is our short episode where all week long we get in questions, we get in work questions, we get in ridiculous questions and we try to tackle one of each. And if you want to go and submit a question, just go to JSON.com there's a button that says podcast. Another one says ask us anything.

And we love getting your questions. So let's jump into it. We got a question in from Ella from Delray Beach, Florida. Nice. That's like 10 minutes from where I live.

See, I live in Boca Raton. Boca Raton. It's like we eat dinner at 4:00.

And no offense, but some people drive around here in like blue hair, kind of like, you know, retirement vibes, which I'm into. I'm ready for that. Delray, which, like 10 minutes away, Delray beach, very cool vibes. People go out, people have a life. That ain't me. I'm a big nerd.

And there is one big change, and it's related to the way that we are marketing our content, right?

So if you are out there promoting a guide, a style guide on the consumer side, or, you know, a downloadable HR tips guide on the business side, the thing that we are doing that's destroying performance is that our content is always available. It is impossible to create fomo, the fear of missing out for our content. Because, like, here's our new guide.

And don't worry, it's going to be on our resources tab for the next 45 years. And that's destroying the interest.

And then you make it go away, and then you could bring it back three months. From now. I think this idea of making content expire even though it's not like a milk carton that just goes bad, is going to be a hot new trend.

And you know, we see it in a lot of consumer products, right? So the Starbucks pumpkin spice latte, people get excited when it comes around because they know it's not going to always be around forever.

They could easily make that available forever. McDonald's has their McRib, which is completely disgusting. And yeah, it's only available at certain times. People jump all over that.

McDonald's can make that available forever. What about Girl Scout cookies? Those could be available forever, right? And they're not even that good.

But when they become available, we all jump on it. And you know, even Netflix, if you think about what Netflix does, everything's available all the time. But it really isn't, right?

So every month they come out with the stuff that's leaving Netflix soon. So for example, this month they said Dumb and Dumber, okay, is leaving Netflix this month.

And you're like all of a sudden I saw that, I'm like oh no, I need to go watch Dumb and Dumber. Which is ridiculous because first of all, it's available on 10 other platforms. Second of all, I've seen it 400 times.

But this idea of it's not going to always be there.

It gets our juices flowing to want to react and want to engage with it even when it's something that has been sitting there like Dumb and Dumber forever. So here's the stat. This is new data.

Content offers promoted as expiring in a 30 day period have 145% higher consumption rate in the first 30 days than non expiring content offers. What do I mean by that? Let's say you're out there promoting an HR guide of some kind.

And if you are making it expire and you're promoting the fact that it's going to expire, you see the download rate, the consumption rate be a 145% higher in that first 30 day period than if you just say here it is, it's available all the time. So you could promote and say things like, last chance, this HR guide disappears in three days. Final call. HR pros are grabbing this before it's gone.

And you could do this for consumer content, for business content. But if you're just making your content available all the time. It's going to live on your resource tab. You are making a mistake.

There's no way to create fomo and that's why you're seeing lower and lower performance for your content. So take your content, make it available for 30 days. Build this campaign around urgency. Make it go away. Okay? Update it a little bit.

Bring it back 90 days later. And this is how you win the game. This is how you win the game.

All right, before we get to our totally ridiculous question, I want to let you know that this podcast is presented by Marigold. Listen, Marigold is my email sending platform. Maybe you've heard me talk about before and you haven't made the switch.

That's because you're making a giant mistake. Your email sending platform stinks. This is great for business.

For consumer marketers small, medium and large, it is a roll above Sail through Cheetah digital campaign monitor, live clicker, all these amazing brands. And if you go to J schwedelson.com Save S A V E, you can get a discount there of up to 50% off for trying this platform.

I'm telling you, I've been using it for years. I send out billions of emails. Check it out@jweddelson.com save it's worth your time. All right, let's get into the ridiculous question.

We got a question in from Sophia from Portland, Oregon. Let me tell you something. I've been to Portland. It is wild when you step outside and you breathe the air.

And I'm not just saying this, it feels like you're doing something healthy for your body. It is the only place on earth I've ever felt that way that, like, you breathe the air. You're like, ah, this is how air is supposed to feel.

It's amazing. So I'm all in on Portland, although it's really far from where I live. All right, Sophia, what is your question? Jay, do you have any hobbies?

And I'm sorry if I'm about to crush any of your hobbies. All right, the first one is crystals and crystal healing collecting.

I don't have any idea really what that means, although I was at a trade show and somebody came up to me with a box of crystals and they said, which of these crystals, like, speaks to you? And then I picked one out, and they gave it to me, and they said, this means whatever the hell it means, and you should hold on to this.

It was a very nice interaction, but I was like, what. What is actually going on here? So if you're into crystals, cool. You probably shouldn't give them to me, because I have no idea what's going on.

What about becoming a wine snob? 0% chance.

When I'm out with somebody and they look at the wine list and they start saying stuff about regions or grapes or years, I instantly look at them and say, you are a total loser. In my mind, that's what I am saying now. Maybe you know about this stuff. Maybe, like, jay, you don't understand. Blah, blah. Okay, great. Good for you.

I'm very proud of you. I think it's ridiculous. Give me a boxed wine. It's fine. Anyway. Rock climbing. No. 0% chance. I'll tell you why.

I was on a family trip with my kids and all, and we were at Zion national park, and I was amazing. Fantastic trip. You gotta go. And we did repelling with this dude, this guide. Like, you go repelling down, like, you know, the side of, like, a.

A big, high rock formation or whatever. And my wife and kids did fine, and they.

They put you on with the ropes, and it's all safe and everything, but when I had to go, I don't know how high up. We're like, 100ft up or whatever we were. And they had me. All right, you go. I. I don't think I've ever cursed more in my life.

I dropped, like, 400 F bombs in the span of, like, 10 seconds rappelling down this thing. And of course, there's a lot of video that my kids took of me going down. And when I got down, I'm like, I am never doing that again.

So all of that stuff is not in my wheelhouse. I am an embarrassment to the rock climbing repelling universe. I'm so sorry. All right, last one. Food photo sharing.

Well, first of all, that's not a hobby. That.

I mean, if you are taking photos of your food, putting it on whatever, social media, and that is a hobby, like, you straight up say, this is my hobby. That's weird. I think it's fine. You want to take a picture of your food and you want to share it around and say, listen, I just had this great meal.

You got to go check out this restaurant. Love that you do you. But if you call that your hobby, then you need to get out more.

Taking pictures of what you're about to eat and then telling people that that's what you do as a hobby is embarrassing. Okay, so. So I got to think of a hobby now. Maybe my hobby is making fun of other hobbies. I'm very good at that and I'm enjoying that a lot.

Anyway, I appreciate you all being here.

Listen, you got to get signed up for certifiedguru.com because we are launching our free giant amazing email certification course and we're only opening up to people that get on the wait list now. It's going to be wild. We spent a lot of time in this thing.

Check it out@certifiedguru.com before we shut that waitlist and then it's opening up for real in the next few weeks. Appreciate you being here. Leave this thing a review. If this wasn't the worst podcast you've ever heard, it helps the algorithm.

I would appreciate you and be awesome later. You did it. You made it to the end. Nice. But the party's not over.

Subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. And hook us up with a five star review if this wasn't the worst podcast of all time.

Lastly, if you want access to the best virtual marketing events that are also 100% free, visit guru events.com so you can hear from the world's top marketers like Daymond John, Martha Stewart, and me. Guruvents. Com. Check it out.