Episode

28. Callum Armstrong: The Four-Step Fishing Method For Reeling in Better Leads

In this episode, Callum Armstrong, Marketing Coach and Social Entrepreneur at Paste and Publish, breaks down his four-step method for marketing your business better and how he is helping make conservation mainstream with different content mediums.

Partnered With:

Guests:
  • Callum Armstrong

    Callum Armstrong is a marketing coach and social entrepreneur. Over the last 6+ years, he has developed a content marketing agency, coached clients, and started, built and exited a handful of companies. In his current role, he helps businesses and environmental charities to get lasting results from their marketing. He also runs Conservation Amplified, a charity that produces the People Helping Nature podcast and creates interesting content to help make environmental conservation mainstream.

TLDL

Callum breaks down his four-step method for marketing your business better by identifying the right audience, addressing their needs, building a funnel to attract, and test and optimize. He describes the best formula for getting the most out of content marketing. Callum also shares his charity, Conservation Amplified, and how he is helping make conservation mainstream with his podcast, People Helping Nature. The key takeaway is to make it a no-brainer for your customers to buy from you.

Do Business With The Best With Fiverr Pro

Work with pro freelance talent. No subscription fees required. Create your free account today.

Get Started

EPISODE HIGHLIGHTS

[01:27] Callum’s favorite brew

[02:26] 4 step method for getting your content right

  • Step 1: Understand Your Target Customer (Identify the Fish).
  • Step 2: Equip Yourself Properly (Get the Right Gear).
  • Step 3: Test and Learn (Cast Your Line).
  • Step 4: Optimize and Iterate (Keep Improving).

[09:07] Getting the most value out of content marketing

  • Tailor your content strategy to your customers’ needs and your business stage.
  • Create one high-quality, valuable piece of content (e.g., a blog, podcast, webinar, or lead magnet) that solves a key customer problem.
  • Choose content formats that align with your strengths and can be sustained over time.

[13:32] How Conservation Amplified is making biodiversity conservation mainstream

  • Callum’s involvement in New Zealand conservation efforts: trapping predators, planting native trees, and protecting native species like Kiwi, little blue penguins (Kororā), and shorebirds.
  • Overcoming common community conservation group challenges like lacking visibility, even among locals.
  • How content mediums are helping raise awareness and funding to drive significant improvements in biodiversity and create a sustainable future for future generations.

[18:08] Callum’s hot take on how brands are communicating with customers

  • Many companies focus too much on themselves, which can alienate potential customers.
  • Always prioritize “what’s in it for the customer” in your messaging to create meaningful and effective engagement.

[20:38] Final thoughts and takeaways

  • Employees are powerful advocates with their own networks that can influence your brand’s reach and reputation.
  • Marketing isn’t just about acquiring paying customers; it includes fostering relationships with employees and considering their long-term impact.
  • Develop a strong talent pathway to ensure employees leave as advocates, willing to support your brand even after their tenure.

FOLLOW CALLUM

Follow Callum on LinkedIn
Visit www.pasteandpublish.com
Listen to Conservation Amplified

FOLLOW PAT

Follow Pat on X @patbcooper
Follow Pat on LinkedIn

FOLLOW THE SHOW @BRANDSOVERBREWS

X | Instagram | LinkedIn | YouTube