Goldenhour Live: Travis Tyler

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Welcome back to Golden Hour Live. Now we have Travis Tyler aka the Risler of

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LinkedIn,

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who's currently the senior social media manager at Motion. He's worked with

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companies like Pandadock,

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Chili Piper, Apollo, Laudible Assembly to create scroll stopping digital

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content. Sometimes it's

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funny, sometimes it's educational, and sometimes it's both. So Travis is here

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to talk to us about

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what an edgy-tainment strategy is, why you need one, and how to get it done.

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Hey Tyler.

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What's up fam? How's it going Tyler? Good. What's up Tyler? Mr. Tyler.

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Mr. Two First Names. Two First Names. Look at that.

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Here to hang. Let's talk some edgy-tainment. So what is that, and how do we

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build one?

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I want you to think about elementary school, middle school, high school, for a

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minute. I want you to

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go back and think about the very best teacher you ever had. It could have been

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an art teacher. For me,

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weirdly enough it was my German language teacher in high school.

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It's kind of interesting to show you. And the reason I want you to do that is

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because

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edgy-tainment really stems from all the way back to Benjamin Franklin, a little

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bit more

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modernly into Walt Disney, and we grew up on edgy-tainment, and our favorite

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teachers were masters of it.

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And it's the blending of content that is informative but enjoyable at the same

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time.

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So the question becomes, why should a company invest in this instead of

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investing in traditional

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content marketing like SEO or free templates? Well Todd, that's a great

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question. I think

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they shouldn't invest in it separately. I think it needs to be all together. I

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think

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this is one part to the whole, but when you are trying to deliver online, there

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's companies we

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see we've been naming them. You guys have been talking about them. They either

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get it and people

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love their content or is boring and everybody just kind of forgets about it.

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And so when it comes

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to this type of content, it's really hard for anyone to steal your thunder as

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opposed to stealing

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your SEO thunder or trying to take away from what features your product is

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going to launch,

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but your expertise and the way that you deliver it in a fun, entertaining way,

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nobody can ever get

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that from you. I absolutely love that. Think of a bunch of examples. If you

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have that

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edutainment, it's a competitive advantage. It's really hard to find that. So I

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guess it's my question.

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I think it comes down to having the right people to do that. How can you begin

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a strategy of edutainment

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content? There's really two formats I've seen work successfully. One is you can

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outsource it.

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You're saying, hey, I don't know about this whole edutainment thing, but I like

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it and I want to give

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it a try. So you can bring in some thought leaders, some influencers, some

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creators,

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and you can bring them on board for a three month pilot trial and say, hey, I

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want to give you

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creative control, but we need some help getting these kind of main messages and

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pillars that Dave

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Gerhard was talking about here earlier. Can you help us deliver that in a way

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that's interesting?

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You know what you're doing. You obviously are interesting enough for me to have

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noticed you.

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That's one way. The other way for you to do this is to be able to curate that

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from in-house. You

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might be surprised if you're a large enough company. What shakes out when you

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start to say, hey,

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who wants to be on camera at this company? And that's basically what happened

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to me was a VP of

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marketing was like, hey, man, you're not that great of a writer. I was like,

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cool. Thanks.

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Shout out to you, Sean. Love you, buddy. And he's like, how do you feel about

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getting in front of

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a camera? And I was like, well, actually, I've been doing improv comedy for the

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last couple of

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years and training really hard and getting up on stage and having fun. Let's do

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it. I don't want

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to get fired. So that's the second way is to kind of build it internally and

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give them the

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resources that they need to be successful. So that might be just like a small

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budget of $1,000,

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$2,000 gets to get some camera equipment. Okay, great. But then it's also

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giving them the creative

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flexibility to be able to do that. And that stems from having a founder, a

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board, and a CEO who all

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are cool with that. And if they're not, that can be a problem. Surely those

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people you just

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mentioned, though, they want to measure it. Everyone loves to measure stuff,

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especially in the world

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of software and VCs. How do you measure that? How long do you wait? Where do

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you look to see

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the successful? There's three questions at once. Dude, I love it, Aiken. So

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basically,

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what I've found to be most successful, and we started doing this at Motion, and

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it was a little

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bit difficult for me to do at Panda Doc, but we have self-reported attribution.

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It's something

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that a lot of people are familiar with. But if you're not, it's basically like,

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where did you hear

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about us? And we're starting to see LinkedIn and YouTube, and that bar graph

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and HubSpot just get

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longer and longer every quarter that we see where did our leads come from. And

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those are just demo

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requests. I'm not talking about hand raisers and other capacities, but being

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able to have that free

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form that our good friend over at, formerly at Refined Labs, Chris Walker talks

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about,

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is having people be able to do that. I've run into problems where that can be

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challenging.

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And so another good way to just look at it is Brand Lift. Lift tests have been

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around for a very

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long time. And if you're getting more website traffic, you can track it. That's

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a win for your

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entertainment content. You can see where it's coming from, but overall, you

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want to see a boost in

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website traffic. That's one of the best things you can do. And in terms of

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measuring it, it's all

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the engagement metrics that you, Todd, and will you guys follow really closely

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things like,

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how's my follower count growing this year? How are my metrics doing in terms of

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like, like,

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shares are people replicating my content without giving me credit for it? Who

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knows? But they say

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that mimicry is the finest form of flattery. That's one way to measure it. So

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we can't talk

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about the Rizzler of LinkedIn without seeing the Rizzler of LinkedIn. So I

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think we have a clip of

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you as this. If we can roll that now. Let's roll this clip. This will be fun to

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watch, guys.

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Have you guys already seen it? I saved it for today. They saved it. I have seen

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it. I am excited.

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Let's go and see where I am. What's up, all my golden hour friends? It's your

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boy,

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Kyle, aka the Rizzler here to do another website, Gen Z, the design. This time

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it's for Audience Plus.

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Let's take a look at this H1 right off the bat. Your audience is cooked a f bro

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. That's going to

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stand out. And then with a little bit of a memo here about Audience Plus got

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cis, twist and ankles

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sprint into the comments on your own media. Manifest, stack views, and convert,

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then run it back

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again, young books. Another area we really want to have an opportunity for some

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conversion rate

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optimization testing opportunities is in AV testing. These two CTA's your

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primary and your

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secondary. So it's giving trauma and big Pisces energy. We think that's going

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to really land with

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the Gen Zers. And then next up is an opportunity where a lot of people don't

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realize they have

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little blank space here, right next to your name. So not you giving us your

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email and drink up.

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All right, moving on. One thing I want to call out here is a great chance to

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have a pop up occur

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with a messaging app on your website. In this case, it says, "Sudden!" I'm JK,

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big, big energy boy at

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Audience Plus. I gotta know, my dude, how are you currently measuring the

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impact of your flocked

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content? That's going to trigger some people. That's okay. Let's move into the

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second part of

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that's below the fold on this website for Audience Plus, which is your videos

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are asked, dude,

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1v1 your own media platform against us right now and go ESPN 30 for 30 on these

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clowns in two ways

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on ball toe. Way number one is going to be turn your sorry ass content into the

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ghost, Sis.

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And then like the other one over here, number two is show your execs who daddy

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is with attribution

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of the wa-zoo. And just like some little fun texture of like Zoinks, bruh. I

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got two racks on it

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that your audience will be tossed up like Travis Kelsey at the Super Bowl. And

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then first party

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intent data is cheeks because the fakes are always afraid of what's real. That.

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So that was iconic. Who are you and what is the Risler? Sadness.

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It's Kyle Risler, aka Walt Risler, aka the Risler of Oz. I'm just here chilling

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with my

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little pen pals here. I get to meet up IRL. I like to redesign websites for a

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generation

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that needs a voice at the table. And that's Gen Z website redesigns that I did

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for Audience Plus

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and then the other company that wants it. Oh my god. So Risler, I have a

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question for you, you know,

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I know how difficult it is to create B2B content that's entertaining and to get

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buying on that. So

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how did you get started? On God, my dude. If I were to go all the way back,

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like way, way back,

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I'd say the way that I got started was actually by hanging out with other

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fellow 14 year olds.

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Yeah, we're just kicking it. It was a little sus as a 33 year old guy, but I

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was just trying to

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be in the moment to get as much depth that that generation is giving me. Is

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that what you would

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recommend as part of the content strategy when you're trying to implement edut

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ainment? Here's where

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I think most content marketers go wrong. They don't do enough method acting. It

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's really overlooked

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and dude, it'll gas you up. On God. On God, period. For real. Cool. Yeah. It

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sounds like you guys

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got it all figured out. I'm feeling caked up right now. The sauce up. I'm ready

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to hang.

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Yeah, no way do that means this is thank you for gracing us with your presence,

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Risler of LinkedIn.

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Any final thoughts for other marketers trying to be Gen Z? This one goes out to

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my mama. I hope

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you're proud. I hope that when it comes to content that you see on LinkedIn,

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that you shake your head

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and you go, that's my guy. My guy. I love the gloves, man. That's all just part

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of the aesthetic, my

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dude. All the kids are wearing them these days. Yeah. You never know what's out

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there. The poet

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of our generation. Thanks for joining us, Risler. Bless up. Kisses.

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(crying)