Lex Russell

Why do content marketers constantly feel cold? They’re surrounded by drafts.

Joined March 2021

About

AQUILA Commercial

Jul 2019 - Present

aquilacommercial.com
I am currently a marketing coordinator at AQUILA Commercial in Austin, Texas. In this role, I act as the in-house content manager producing, editing and managing content for the AQUILA Learning Center. I also lead AQUILA’s social media campaigns, social advertising, and I coordinate all corporate and client events.

You can learn more about me on my personal website!
I'm someone who loves to read business, leadership, marketing, and overall Professional books 24/7 however I've been challenging myself to read other books recently to try to balance things out and not burn myself out on professional reads.

The two books that I've been really enjoying are Billy Martin: Baseball's Flawed Genius & The Bomber Mafia.

So I'm curious, what books have you been reading that are moreFunreads vs. Professional? How do you keep yourself balanced?

Allison Melnik , Chris Duprey , Chris Marr , Greg DeVore , Kaitlyn Pintarich , Tony Paille I know y'all are readers, share some titles! See More
Lex Russell
I'm guilty of reading too many books at once but right now most of my focus is on: 
"Don't You Know Who I Am?": How to Stay Sane in an Era of Narcissism, Entitlement, and Incivility by Ramani S. Durvasula.

The book is super intriguing but she also has a super interesting YouTube channel as well where she explores narcissism and other issues.

We've been doing a book club within our marketing team at my company but tbh it's been feeling more like a chore since books usually aren't one size fits all for differing roles. We just finished The Power of Moments and I have mixed feelings about it!
Search Engine Journal did an awesome round-up of what to expect in GA4, with new reporting features and updates that are especially useful for marketers using the tool!

From this quick recap, it seems like it's bringing a lot of helpful tools that users have been asking for! Have you read the article? Check it out and share what you're excited about :) See More
Lex Russell
I'm curious if anyone is actually using GA4? From what I've read (mostly on reddit tbh) most people hate it, but maybe these new features will help that. I tried it out but was honestly a bit lost. I might need to refresh in some of the GA courses I guess!
I'm looking for a talented Content Manager to join my team! It's the perfect opportunity for someone who loves writing, editing, optimizing, and watching your content efforts drive sales. Check it out if you or someone you know may be interested
www.ziprecruiter.com

P.S. this job description will look VERY familiar to those who've watched the "How to hire a content manager" training ... thanks Liz Moorehead! See More
Lex Russell
Is there a remote option? I know someone that might be interested if so!
We recently ran into an issue where we had to completely rebuild our lead scoring (somehow we had 181 filters in our Hubspot Score property and for some reason, it only now said we could only have 100).

I built out our new scores based on categories and it is now much more insightful. But, since we are a B2B company, I was wondering if it could be useful to create a lead company score?

I know you can add/subtract points based on a company's contact's actions (confusing!) or their lead score but haven't looked into it a lot. When I played around with it, I left more confused, to be honest.

So, my question is - has anyone used company scoring & what kind of triggers did you use? See More
I'm re-reading Discover Your CliftonStrengths by Don Clifton and think it could be cool (for those who have taken the assessment or not) to share what your strengths are and how you feel they factor into your day-to-day success!


Here are my top five strengths: 1. Strategic
2. Achiever
3. Significance
4. Competition
5. Command
I always need a goal to be working towards and a reason to get there sooner than later, I love to lead and play an important role on every team or project I'm a part of, and achieving a result only fuels me to do it again!

How about you? Do you know your strengths and how to use them day in and day out?

Share your strengths down below!


See More
Lex Russell
Is purchasing the strengths finder test alone (without the book) worth the $20 for the top 5? You made me want to know what mine are!!

I remember taking it in college but of course I can't find my results now :(
If you've read They Ask, You Answer before, then you know the importance of writing comparison articles for your prospective buyers.

As I work to put together an upcoming comparison article, I want to get some inspiration (and give you the opportunity to flex your They Ask, You Answer muscles) by sharing some examples you and your team have created!

When you share, feel free to include interesting info about the article, including: What did the process look like for creating the article? Was there any pushback from your company or competitors? What made this article valuable for your prospective buyers? Are there any metrics or results that came from it since being published? Keven Ellison Adam Stahl Kaitlyn Pintarich Kate Vinnedge... See More
Lex Russell
Not sure if you’re looking for purely comparison articles or best of articles. So why not both?

We don’t have a lot of purely “comparison/versus” articles when it comes to our services.

Here are a couple that may be slightly relevant:

  • No, we don’t sell office furniture. But, this is mostly a search play for people looking for office space. We appear to be on the first page for “commercial furniture leasing” but there are a lot of keywords we should be better optimizing for. (Adding this one to my list to audit this week!)

  • Since we are a local firm, a lot of our content is focused on the city of Austin. If companies move here, we potentially get business. So sometimes we are selling our city rather than our services - but this supports our goal of being the people who know Austin best and our tagline - No One Knows Austin Better.

We have quite a few “best of” articles based on our different service lines/specialties, all linked at the bottom of this main article: 8 Best Commercial Real Estate Companies in Austin, Texas

I can’t speak to their initial creation since most of them were created before I was hired. 

But, one of my big goals this year is to audit all (lol) of our blog posts and I actually check in on a few of these last week.

8 Best Commercial Real Estate Companies in Austin, Texas: this one is ranking for pretty much everything we want to be on the first page for in regards to people searching for firms and is #13 on our most-viewed article list! 

The rest of our “best of” articles linked in that one aren’t really ranking for anything and don’t have many views, I probably need to play around with the titles!
Hi!

We've been making a lot of videos that require us to purchase voiceovers for each one - which can get expensive.

Does anyone know of any voiceover websites that offer subscriptions (similar to what you can find for background music, photos, etc.)?

Or, does anyone has experience finding one voiceover artist to become your company's voice? Or know where to look for one?

We're open to any and all ideas if anyone has run into this same problem.

Also not sure if this is the right group to post this in so let me know if I should post elsewhere!

Thanks in advance! See More
I've been on a bit of a reading binge and wanted to share some books that I've been reading in May. Yes, by binge, I mean borderline craziness!

What books have you been reading this month? Any recommendations we need to pick up? Let's hear it!

Professional [In Progress] - Nonviolent Communication: A Language of Life by Marshall Rosenberg Extreme Ownership: How U.S. Navy SEALs Lead and Win by Jocko Willink Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business by Donald Miller Exactly What to Say: The Magic Words for Influence and Impact by Phil Jones Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss Freakonomics: A Rogue Economist Explores the Hidden Side of Everything
For Fun [In... See More
Lex Russell
Professional:
Our marketing team has been doing a book club and we're currently reading The Power of Moments by Chip & Dan Heath. (We read their book Made to Stick before this one.)

Besides that, I just bought The 7 Habits of Highly Effective People but haven't made it past the intro. 

I also started re-reading How to Win Friends and Influence People. I read it in college for a class and told myself I was going to re-read it once a year because, even though it was originally published in 1936, the concepts are still so valuable today. But, it's been at least three years since I last read it...oops!

For Fun:
I use the term "fun" very loosely for this one but I've made it about a quarter of the way through Crime and Punishment recently. It's supposed to be one of the best books ever written but I am struggling through it to be honest. It's definitely a change of pace from my usual fun reads.

I also had a friend recommend The Silent Patient and plan to knock that one out one weekend hopefully!
I noticed a new (at least new to me) feature on our company LinkedIn page that lets you recommend curated content for employees at your company to share on their personal profiles.

In the analytics for your page, I believe you can see who shared these posts, which of their connections interacted with those posts, etc.

One of my big goals has been to try to get our brokers (we are a commercial real estate firm) to share our articles, resources, reports, etc. on LinkedIn since they are the ones with the connections in the industry. I'm hoping this could be an easy solution to that - but I'm also concerned that these posts may come off as inauthentic if they aren't in their voice.


Has anyone used this tool and had success? Or, what do you... See More
According to reports, Twitter is testing a feature that allows users to send quick cash payments (PayPal, Venmo, etc.) to celebrate and reward great tweets and replies.

I'm always interested in the ways we commodify the social media experience.

Is this a new version of upvoting, or is this a different beast all together? Will it change how people use the platform? Liz Moorehead ? Ramona Sukhraj ? See More
Lex Russell
As someone who has used Twitter a lot (just personal use mostly) I like that they are adding this option. 

A lot of the large Twitter "creators" for lack of a better word regularly get their content stolen from BuzzFeed, Instagram pages, etc. I think this could potentially make it a more common practice for these types of media companies etc. to start paying people for their content (although, I feel that most won't). 

There are some creators on Twitter who sometimes ask for donations or money when they are down on their luck and this could also potentially make it easy to donate to them.

But, with all this said, I don't know what this would mean for companies/brands (nothing?).

Editing to add: I think this could become the new version of upvoting, similar to Reddit. I'd much rather send money to people for their content than spend my money on fake internet awards to send them.
Hey everyone!

We've started using ClickUp here at IMPACT, and we're also fans of Trello. What do you use to get your work done and make sure nothing falls through the cracks?

Thanks! See More
Lex Russell
I'm an overly organized person and I love Asana. But, even when I have fancy tools to use, I almost always have some sort of separate list or calendar in a Google Sheet somewhere so that I can customize it to my liking.
I was inspired to ask this today because I was doing an interview and realized that there was one specific question I was really excited to ask.

It's unlocked a lot of great conversations for me lately and so I was looking forward to see where it would lead.

Borrowed from Liz Moorehead 's Content Compass, it's "why are they asking this question or researching this topic now?"

What are some of your favorite questions to ask when interviewing someone?

See More
Lex Russell
We hired an intern recently and one of my favorites was asking how they deal with writer's block/what is their drafting process. Those small questions revealed a lot and the candidate with the best writing sample actually ended up not getting the job.
Good day all,

I was wondering how you go about carving out, blocking out, or blacking out time when you 100% need to focus on writing and writing alone.

This is something I've struggled with in the past so I was wondering how you've had success as fellow creators of content.

Onevery small thing I've been training myself to do, and set the expectation of, is that I will only be checking email at the top of the hour. We have other means of internal communication but I know those email notifications can sometimes pull me out of that writing groove that I like to get into.

What works for you? See More
Lex Russell
I always feel like I write better outside of normal office working hours...but it doesn't make sense for me to write then. Sometimes waking up earlier and writing can be better for me. I might try the laptop trick - I like that!