Even on airplanes, chaos finds Jay Schwedelson and Daniel Murray—but this Bathroom Break isn’t just about travel horror stories. Between speakerphone offenders and oversized dogs, they break down how to actually organize your content so it doesn’t become one big mess. From tagging systems and Notion libraries to “writer’s rooms” that actually work, this one’s packed with simple, real-world ideas to keep your marketing machine humming.

ㅤ

Follow Daniel on LinkedIn and check out The Marketing Millennials podcast for sharp, no-fluff marketing insights. Subscribe to Ari Murray’s newsletter at gotomillions.co for sharp, actionable marketing insights.

ㅤ

Best Moments:

(01:13) Jay’s nightmare airplane encounter with the loudest guy on speakerphone

(03:03) Daniel explains how tagging content and tracking performance makes remixing easy

(05:37) Why pain points and headlines belong in your content library, not just campaign names

(07:31) The surprising way Daniel’s team keeps newsletters fresh and relevant each week

(09:15) Jay’s tip for solo creators—schedule a content-only block on your calendar

(10:43) Why you should include people outside your marketing team in brainstorming sessions

(11:00) Jay’s plea for airlines to ban “farm animal–sized” dogs from middle seats

ㅤ

Check out our 100% FREE + VIRTUAL EVENTS! ->

Guru Conference - The World's Largest Virtual EMAIL MARKETING Conference - Nov 6-7!

Register here: www.GuruConference.com

ㅤ

Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

ㅤ

MASSIVE thank you to our Sponsor, Marigold!!

Email chaos across campuses, branches, or chapters? Emma by Marigold lets HQ keep control while local teams send on-brand, on-time messages with ease.

Podcast & GURU listeners: 50 % off your first 3 months with an annual plan (new customers, 10 k-contact minimum, terms apply).

Claim your offer now at jayschwedelson.com/emma

Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 minutes. You either have to listen to marketing tips or use the bathroom or both, but I

Jay Schwedelson: don't recommend both, but that's your choice. This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schon from the Do This Not That podcast in subject line.com.

Jay Schwedelson: Each episode in this series, we are gonna go over quick tips about different marketing topics, and if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out.

Daniel Murray: We are back with another episode of the Bathroom Break. I am here with the man about town. Jay Schon. He has been like, impossible to communicate with lately.

Daniel Murray: I've been trying to send him, I, I was paying him to like send me an email for the last week. That's true. About something. And he, he kept saying sorry. And I would text him. He is like, I'll send it tonight. And then it didn't come tonight. Right. But I wanna know like. What is going on with you right now?

Daniel Murray: What's in your life going on in your travel plans? And I know it's not like fun travel

Jay Schwedelson: plans. No, no. This is I, I'm all over the place and I'm the worst about all of that. But yeah, a lot of travel going on. I feel like this is like the time, all these events and stuff, so I just got back from one event. I'm going another one.

Jay Schwedelson: I'll tell you though, that going on airplanes, I need to not be near people. So I'm on an airplane and this dude. Two rows in front of me. He's on, like everyone's coming on. We're all seated, but there's still a lot of people coming on. He's on his speaker phone, which who does that to begin with? And he's having this conversation.

Jay Schwedelson: He has this voice, it's so loud. And then all he was doing was dropping F-bombs like rapid fire, and I'm like. You every, like, you can't, I don't think that that's okay, because there's a lot of people, there's kids, there's whatever, and this woman like Tab was like, sir, you know, whatever. He goes, oh, don't worry, I'll get off soon.

Jay Schwedelson: He keeps going with the F-bombs, so I, I don't know. I think everybody on airplanes just needs to like, just be normal. Just let's get normal. I've had that before.

Daniel Murray: Someone behind me was showing like their 13-year-old grandchild a video, but put the video full blast and it was just like a video of like.

Daniel Murray: Like firecrackers and it was just like for like 20 minutes straight, you hear like firecrackers behind me and I like kept turning around, giving them a look. They wouldn't stop.

Jay Schwedelson: Well, they actually made an announcement on the overhead speaker. They go, uh, anyone who's using their phone, please be quiet and don't be on speaker phone.

Jay Schwedelson: And we are wildly unorganized in terms of. Uh, content that's working or content ideas. And I wanna get that to be a lot better 'cause it's an epic waste of time. And I feel like a lot of organizations, business consumer marketers, whatever you're putting out, content offers things and forget. This is not about a content calendar, this is about content organization.

Jay Schwedelson: So Daniel, I feel like you do a really good job of that. So how do you do that? How do you organize content?

Daniel Murray: So I think there's two sides of the question, and I'll go first like the. The content side of that you, you are producing. So I think. Every piece of content. We have a tagging system of like, what's the topic?

Daniel Murray: We also have a tagging system, like how is it performed? So if it's social, we, we, we download the likes, the comments, the shares. If it's, um, if it's a newsletter, the open rates, like the clickthrough rates, all that. Because that's crucial to know what topics are performing and what topics aren't performing.

Daniel Murray: Should we remix this topic? Should we do more of this topic? Should we not? So we have a, every single time we produce a piece of content, we are like tagging the topic, tagging how, like putting the metrics in so we know what is working and what is not working. So I think that is really crucial for when you're creating content, because I am the believer that.

Daniel Murray: You only re really need to produce five to 10 great pieces that, and then you can remix 'em forever. Um, the same idea like, like say Jay's talking about email marketing. He could talk about subject lines like 15,000 different ways. So like, if subject line was his topic, which he does, it is high performing content, subject lines.

Daniel Murray: You would just figure out like, okay, are these is like the negative part of subject lines, um, performing, this is the positive, what's performing? So then I would just keep remixing those. So lemme ask you a question. When you say you

Jay Schwedelson: tag it, is that living like in Google Docs or in Slack or where does that like actually, like do you have a specialty?

Jay Schwedelson: We

Daniel Murray: have a, we do it in a notion database. So it's in a notion database of like. The link to the piece of content, like the, um, we write for like newsletters. Like the written part is always in like a Google doc. Um, the, but we also link to like the campaign in our, um, ESP, um, for social posts, we just link out to where we've posted the social posts.

Daniel Murray: So we, we have the links of where, so it's easily to like click through to be like, okay, this is what we produced. We also have like a section of like. If it is a meme, like here, is it in our Google Drive so you can go find the meme, um, and the meme template. So we organize, we have it all in that notion database.

Daniel Murray: But you can do it easily. You could put this in a Google. I've done it. I started doing it in a Google sheet. Like you could, this is this even simpler way to do it as do a Google sheet. You don't have to go into like Notion and something like that.

Jay Schwedelson: You see, I think people make the mistake is they're categorizing like campaigns.

Jay Schwedelson: Like, oh, this campaign did really well. Or maybe, you know, this downloadable asset, you know, did really well. But I think this idea of creating this content library and this offer library of things that really resonated, and then the ability to remix 'em and breaking out the image that worked, the headline that worked, and just having that available.

Jay Schwedelson: Yeah, it's headline. It's, it's not

Daniel Murray: only that, it's like, um, like, I like putting like pain point as like a, a category. So like, did this pain point hit with the audience or not? So like, you can go down and look like, here's the pain points, and then you can also filter by like, like how successful the posts are.

Daniel Murray: And then you can see like, okay, this headline in this post performed very well. We should figure out how to do more of this and more of that like same with like podcast downloads too, like taking all your podcast downloads and figure out, okay, this topic, this headline, like that's how I knew to get like more marketing psychology people on my podcast because I knew they had the most downloads like.

Daniel Murray: People were caring about that topic. So I wanted to get more of those podcast guests on my podcast 'cause people cared about

Jay Schwedelson: that. You know, along those lines, an initiative that we just did in organization. So we we're of an agency, so we're pitching our services all the time, but whenever we're pitching, it's always like the potential clients, different interests, depending on, you know, their particular stuff.

Jay Schwedelson: So we broke out all of our pitch decks into these modules. We do everything in Canva. We have like the shared Canva environment. And now we have all these modules like, oh, okay, we're pitching this type of business. And then you basically add in these three modules, and that's your pitch deck. I suppose there's having one boring one that everyone's kind of just customizing.

Jay Schwedelson: So that's been, that's been particularly cool. But I have a different question for you now. So you put out some awesome newsletters. I mean, newsletters are ridiculous because not only are they good and they're funny, whatever. They have so much content in them. I'm like, how does this dude come up with all this?

Jay Schwedelson: Every time I have to do a newsletter, I wanna lose my mind. So like do you just pull this outta your butt or how do you come up with creating like newsletters and information like that?

Daniel Murray: Yeah, so we, one, we have like a channel that with like people on my team to. Any idea you see on the internet, like, okay, David's protein bars launched this cool campaign, or, Hey, this will be a cool idea.

Daniel Murray: We, you drop in the channel and that gets fed into a, a Google sheet of like newsletter ideas for the future that we, that I'll, I'll end up writing. Um, and then every Monday we do like a writer's room of being like, okay. Do we think we should do this idea or that idea? Should we scrap this idea? Should we move it to deprioritize or prioritize?

Daniel Murray: Um, is it relevant, is it not relevant? Um, should we move it up based on relevancy? So like the same. Something just happened. Like, um, say we're in the Super Bowl right now, like we, like, it's, nobody's gonna care about the a Super Bowl, send three weeks, four weeks, five weeks. So that might needs to be bumped up and written like right now versus like a story send about a marketing campaign and then.

Daniel Murray: I have a Bank of Evergreen content that I, um. Have for a long period of time. So, um, you, I

Jay Schwedelson: think that's so cool that you have this writer's room because even if, let's say you're a solo person out there, 'cause I now have this on my calendar every week where it's like a content creation thing that's a period of time on my calendar every week.

Jay Schwedelson: That's all that I think about. That's all that I do. I think being intentional. About your content, you're organizing your content, you're creating your content for your, I don't care how big or small your business is, that should be a primary thing that you have set up.

Daniel Murray: Yeah, and I also think you need different PE types of people in the room.

Daniel Murray: Different, like a Gen Z person in our room will like. Come up with idea that I never heard about. And, um, they'll be like, Hey, you should be talking about this because this is an idea that just happened. Or, um, someone else who like ideas could be pitched from anywhere. So that's like, that's the thing that I, I think they make a mistake is.

Daniel Murray: You should just bounce ideas off of people of what you should write about. It shouldn't, you shouldn't be solo in a room and it should be go beyond the marketing team. It should go beyond. Um, there are people with, on other departments have good ideas that like, oh, you should write about this, or you should write about that.

Daniel Murray: So I think that's something you should think about as well is like, bring people from different backgrounds, different. Likes different interests because I, some of the market that newsletters that have gone out have all been, could be ideas that I, I did not think about, but I, we, I wrote them because I thought that they were really cool, relevant, and an idea that will be cool for my newsletter.

Daniel Murray: So,

Jay Schwedelson: so back to the travel stuff. I think I'm gonna get in trouble when I say this, but when I get on a plane and if somebody has a dog and brought, they brought on the plane and they sit next to me. I get, I only get pissed when the dog is really big. I got on a plane the other day and this dog was like, I mean, it was like a human, a large human.

Jay Schwedelson: And I'm like, what are we doing? This is like a, a, a farm animal. Uh, this ain't right. Like there should be like a warning system if you're gonna sit next to a farm animal on a plane. Is that a horrible thing to say? I don't think it's

Daniel Murray: horrible to say, but I think like, I think you should know what if like you're allergic to dogs, like, um, like I'm allergic to dogs

Jay Schwedelson: that are bigger than me.

Daniel Murray: How many times have you sat eggs? A big dog? Like, like it just happened like two weeks. How many

Jay Schwedelson: people are bringing big dogs on planes?

Daniel Murray: Like that's, um, I

Jay Schwedelson: dunno. There's one weirdo did. I'm like, dude, this is not okay. That's not a service animal. 'cause that dog is gonna run the plane. It could be the pilot.

Jay Schwedelson: So. So, yeah,

Daniel Murray: I mean, I feel like if it's that big, the the, they should have its own. That dog should have its own seat, but they have its own seat. Ah, it have its own plane.

Jay Schwedelson: Uh, so well once again, we've covered a lot of very important information. So listen, follow the Marking Millennials greatest podcast in the history of the world, organized content.

Jay Schwedelson: It's incredible. Leave it a review and do this, not that. Maybe you wanna follow it. Who knows? Who cares? Have a great day.

Jay Schwedelson: Daniel, come on man. I gotta get back to work. Get out of there. Alright, while he's still in there, this is Jay. Check out my podcast. Do this, not that for marketers. Each week we share really quick tips on stuff that can improve your marketing, and I hope you give it a try. Oh, here's Daniel. He's finally out.

Daniel Murray: Back from my bathroom break. This is Daniel. Go follow the Marking Millennials podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out, and it could be anything from email subject line to any marketing tips in the world. We'll talk about it.

Daniel Murray: Just give us a, a shout on LinkedIn and tell us what you want to hear. Peace out later.