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LEARNEmail Marketing
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I can’t tell you how many times I’ve heard someone dismiss email marketing as “old-school” or “not worth it.” Email marketing is the underdog in digital marketing that just never dies. You can’t beat an inbox for connecting directly with your audience.

If you’re ready to find out why this method still reigns supreme, keep reading.

In this lesson, I explore the power and importance of email marketing as a reliable tool in a crowded digital landscape. We start by discussing why email marketing remains a cornerstone of digital strategies, highlighting its ability to drive conversions more effectively than social media. I also cover how to set up a successful email marketing strategy, from building a targeted list to defining clear goals and KPIs. By choosing the right tools and crafting engaging emails, you can ensure long-term success.

Start Reading Foundational Guide

In this lesson, we’ll cover the essential steps to building a successful email list from scratch. I’ll guide you through the importance of email marketing as a direct and controllable tool for business growth, and explore effective strategies for rapidly growing your list. You’ll learn the differences between single and double opt-in methods, how to select the right email service provider, and create compelling lead magnets. Additionally, we’ll discuss segmentation, automation, and best practices to nurture your list and maximize conversions.

Start Reading List Building

In this lesson, you’ll discover how email marketing tools can simplify and enhance your marketing efforts. I’ll guide you through key features to look for, including automation, segmentation, personalization, and analytics. You’ll learn how to choose the right platform based on your business needs and explore popular tools like Mailchimp and ConvertKit. Additionally, I’ll share tips for scaling your campaigns and avoiding common mistakes, helping you create effective email marketing strategies that engage and convert.

Start Reading Tools & Software

In this lesson, I will guide you through the essential components of writing better emails that engage and drive action. We’ll explore why email marketing remains a powerful tool, despite new trends in digital marketing, and how to craft emails that feel personal and authentic. You will learn how to write compelling subject lines, strong openings, and effective CTAs, while avoiding common pitfalls. I’ll also share strategies for growing and segmenting your email list to maximize relevance and engagement.

Start Reading Copywriting & Messaging

In this lesson, I will guide you through the fundamentals of A/B testing in email marketing. You’ll learn how to optimize key elements of your emails, such as subject lines, CTAs, and design, to improve open rates, click-throughs, and conversions. I’ll walk you through setting up, analyzing, and iterating on tests, with a focus on avoiding common pitfalls. By the end, you’ll be equipped to make data-driven decisions to enhance your email campaigns and boost performance.

Start Reading A/B Testing & Optimization

In this lesson, we will explore how to effectively leverage email marketing as a reliable revenue engine. You will learn how to set clear objectives, build and segment your email list, and craft compelling emails that drive engagement. We’ll dive into measuring success through key metrics, discuss common pitfalls, and examine the balance between personalization and privacy. By the end, you’ll be equipped with actionable strategies to create, execute, and optimize your email marketing campaigns.

Start Reading Strategy
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Shane Barker
Digital Marketing Expert
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The Best of Content Marketing Tools- A Special Session with Brittany Berger

Join Shane Barker as he hosts Brittany Berger, a self-described “unicorn” in B2B marketing. Dive into her streamlined approach to content creation using a select arsenal of tools, her knack for repurposing content, and how she balances ambition with self-care to tackle burnout. Get inspired by her tips for a sustainable workflow that fuels creativity while maintaining a healthier, more fulfilling work-life blend.

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A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.
A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.
Today's guest...
Brittany Berger

Brittany Berger is the Founder of Bberg Media, a content marketing consultancy that helps fast-growing B2B SaaS companies scale their marketing efforts with efficient, repeatable content systems. Known for her strategic approach to content repurposing, Brittany has guided numerous startups in building editorial pipelines that drive measurable ROI and brand visibility.

In addition to leading Bberg Media, Brittany is the creator of Work Brighter, a community dedicated to inclusive and mindful productivity. Her insights on content strategy and productivity have been featured in leading industry platforms such as Content Marketing Institute, HubSpot, and CoSchedule.

With nearly a decade of experience in digital marketing, Brittany continues to redefine sustainable, high-impact marketing approaches, empowering businesses to expand their reach without burnout.

Episode Show Notes

In this special session of The Marketing Growth Podcast, host Shane Barker welcomes content marketing expert and self-proclaimed “unicorn,” Brittany Berger. Brittany’s extensive background includes years of B2B marketing experience, where she honed her craft at Mention and went on to launch her own ventures at BrittanyBerger.com and WorkBrighter.co.

During this insightful episode, Brittany talks about the core tools and strategies that have fueled her success. She emphasizes the importance of streamlining your processes by focusing on a handful of powerful tools—rather than juggling dozens of apps—and shares how she repurposes existing content to save time and maximize reach. Listeners will also learn about Brittany’s journey to creating a healthier work-life balance, including how her battle with burnout inspired her to adopt a more sustainable approach to productivity and creativity.

If you’ve ever struggled to keep up with the demands of content creation, Brittany’s practical tips will help you work brighter (not just harder). Tune in as she and Shane swap stories about managing workload, staying inspired, and building a content strategy that truly stands out.

Don’t miss the chance to discover the secret sauce behind Brittany’s content marketing magic in this value-packed episode!


Books mentioned

  • 25 and Selfish (by another Brittany Berger)

  • Friday Night Lights (by H. G. Bissinger)

Brands mentioned

  • Mention.com

  • BrittanyBerger.com

  • WorkBrighter.co

  • Broadway Bodies

  • ConvertKit

  • Airtable

  • CoSchedule

  • Evernote

  • Slack

  • Trello

  • Fitbit

  • UCLA

  • Google

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
00:10-01:01

Welcome to the podcast! I’m Shane Barker, your host of Shane Barker’s Marketing Madness Podcast. Today, I’m excited to introduce our special guest, Brittany Berger. Brittany, who describes herself as a “content marketing unicorn,” specializes in creating and executing content marketing strategies for startups and small businesses. She’s one of the most impressive marketers I know, and today, we’ll get an insider’s look at some of her favorite content marketing tools. We’ll also dive into the importance of these tools and the art of repurposing content. Tune in as Brittany shares her coveted strategies right here on the podcast.

Alright, everyone, what’s up? Thanks for tuning in today! We’ve got Brittany Berger with us. She used to work at Mention.com, and I’ll let her share a bit about her background, what she’s up to now, and what she’s been working on lately.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
01:02-01:45

As Shane mentioned, I’m Brittany Berger, the founder of BrittanyBerger.com and soon-to-be founder of WorkBrighter.co. After spending about eight years working in B2B content marketing for various startups—mainly in the “marketing for marketers” space—I was inspired by all the entrepreneurs around me and decided to become one myself. So, a little over a year ago, I took the leap and started building my freelance career as a consultant. Along with that, I also began creating a community focused on helping others build their ideal careers.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
01:45-01:49

That’s awesome. So tell us. So where are you living out now? Where are you located?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
01:49-01:52

I am in New York City, Upper East Side.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
01:52-01:59

Big City of Dreams, huh? I heard about that. Oh, good for you. And so you, when you worked at Mention, were you just remote?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
01:59-02:16

Part of the time, I started off working in the New York office. It was inside of a co working space. It grew from like two to 10 people in the time that I was there. The New York team really grew, but they’re also really flexible and really awesome. And so when I had some health problems, I actually started working remotely.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
02:16-02:20

Oh, awesome. And so how long have you been in New York City for?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
02:20-02:26

I’ve been here about three and a half, maybe four and a half, maybe? It’s Friday afternoon. I cannot math!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
02:26-03:30

Right, right, that’s too funny. I do the same thing! Let me share a funny story. A while ago, my wife pointed something out to me. I used to have an office at home, and I still do, but now I mostly work out of my office in Sacramento. Back then, I always told people, “Oh, I’ve been doing marketing for about 12 years,” and that was my go-to line. But one day, my wife said, “Why are you always saying 12 years? It’s been 20 years.” I had no idea, I’m terrible with math, so I kept saying 12 years. She said, “You’re kind of underselling yourself. You’ve been doing this a lot longer than that!”

It’s funny, my brother just got married a few weeks ago, and in my mind, he’s still 22 or 23, but he’s actually 36! So maybe this is just something that happens when you’re a content marketer—you lose track of time. I’m not giving you a hard time; I totally understand. I’ve done the same thing, like, “Oh, that happened two weeks ago!” when it was really two years ago. I think my brain just mixes up the weeks and years. I tend to talk about weeks first, then years right after!

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
03:30-03:34

Yeah. And time goes fast when you’re doing lots of things, especially when they’re exciting.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
03:35-03:43

Yeah, there we go. That’s what I’m gonna use. I liked it. That’s a good answer. It’s like, Listen, I’ve got so much great stuff going on that. I’m literally in a time warp, and there’s nothing I can do to stop it.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
03:43-03:51

Yeah, I feel like if you’re busy with the wrong stuff, time seems to crawl on so slowly, but if you’re busy with the right stuff, it goes by really fast.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
03:51-04:13

Oh, that’s a selling point, right there. That’s a way to work with me, because I’m literally on a jet plane, and I won’t realize the time make sure you pay your invoices on time. We care about that, but up until that point where we’re going to go on a journey this way, you way. Nice, awesome. So tell me a little bit. So you’re in New York, this big city of dreams. You have any pets? Anything, anything fun, like that? Pets, animals, a hamster?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
04:13-04:29

No pets for me, we do have a dog at my parents house. They’ve always had a dog since I was little. So he’s fun, he’s he’s my bro. He’s my virtual assistant when I’m there. So, yeah, he’s part of the BBurg business team, but not living with me.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
04:29-04:31

Gotcha. And so what’s the little one’s name?

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Brittany Berger

Speaker 2
04:31-04:36

Dylan, like Dylan, Texas, from Friday Night Lights, because my family is ATB family.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
04:37-04:45

There we go. That’s awesome. Yeah, I always I ask, because I have two dogs myself. I have Maya and Bailey and so, in fact, my office that I –

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Brittany Berger

Speaker 2
04:45-04:48

My old dog’s name was Bailey, the dog we had before Dylan.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
04:49-04:50

That’s awesome. Was it a good dog?

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Brittany Berger

Speaker 2
04:51-04:53

Oh, I loved him so much. He was so cute.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
04:53-05:36

See, I have Bailey and Maya, and I could show you, but my office is where I do a lot of the content creation—things like video work and podcasting. Actually, I’m just going to show you. I’m always a little nervous about how messy it might be, but here’s my office. You can see the dog bed behind me, and then I’ve got another dog bed here. I literally bring them into my office with me. My dogs are here probably 50% of the time.

So, yes, I bring them to work. I try not to on podcast days, though, because while they’re great dogs, sometimes they’ll hear something outside, and they think there’s a code red situation. They’ll start barking, and it’s a bit much to have barking dogs during a podcast. But hey, it’s the real world!

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
05:36-05:56

Dylan’s a busy body. So if I’m talking or really doing anything, and I don’t let him see what’s going on, that’s when he gets loud. So just once I let him plop in my lap, that is when he’ll be quiet and behave. So he’s very much part of the team on calls when I’m at my parents’ house or on vacation with them,

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
05:56-06:25

I can understand that! If I were your dog and it was your house, I’d probably be a little overbearing, trying to get your attention until you let me, you know, look at your screen or something like that. I mean, they just want to be a part of it, right? Who wouldn’t want to hop on the Brittany train? It’s going at the speed of light!

That sounds awesome. Now, here’s a bit of a personal question—don’t feel pressured to answer, especially since this is being recorded—but do you have any tattoos or anything?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
06:25-06:48

I don’t have tattoos, and here’s why. There are a lot of things I want to try, but I’ve always been the unlucky person when it comes to health. I don’t even know anyone who’s gotten a tattoo and had something bad happen, but I feel like the world is just waiting for me to try it. I’ve been that one-in-a-million case with a lot of other things, so I’m not going to push my luck.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
06:48-10:16

So, how about this? I’m probably going to help you out but also hinder you at the same time. I’m going to tell you this story, and then you’re probably never going to get a tattoo, which I don’t know if your parents will thank me for. They didn’t put me up to this, in case they’re against tattoos. The thing is, I actually got a tattoo in Amsterdam. Just one. It’s on my back, a pretty big, round one.

What’s funny about my tattoo is that when I got it, I passed out. I literally passed out. And this isn’t going to help you in your tattoo journey, so you’re probably never going to get one after hearing this podcast. But I apologize ahead of time. I was getting tattooed in Amsterdam. No alcohol, no weed, nothing. I was sober as could be. People probably think I was hindered or something, but I wasn’t. I was literally sober going in to get a tattoo.

So, I go into the shop, and the tattoo artist turns out to be a guy who used to own a bar in Chico, California, which is a whole other conversation, and where Sierra Nevada is from. There was a guy there, a buddy of mine, who said, “Hey, I have a friend who’s a tattoo artist in Amsterdam.” So, that’s kind of what pushed me to go. I meet the guy, and I’m like, “Hey, do you know John?” He goes, “John?” I say, “John, whatever his last name was.” And he goes, “Oh my God, how do you know John?” We’re instant friends at this point.

So, I’m in Amsterdam, getting tattooed, and my friends Brad and Lloyd are there, taking pictures. This was a long time ago—probably 20 years ago—before Instagram and stuff like that. They were using cameras, not even on phones! Anyway, I’m getting the tattoo, and then all of a sudden, I just went out. I passed out, but I did some weird convulsions. I was out for like 45 seconds. In my mind, I had these weird, violent comic flashes—totally strange. I came to, and I looked over at my friends, and they were laughing, showing me the pictures they took.

The tattoo guy said, “Dude, I’ve never seen anything like that.” I said, “Can we finish the tattoo?” He goes, “No, I need to go get a drink. I’ve never seen anything like that in my life.” So, he left, went and had a drink—who knows how many—and came back to finish my tattoo.

I’m not saying this to scare you, but it was quite the experience for me. I only have one tattoo, and even though I want more—like a sleeve with family pictures and symbols—I haven’t pulled the trigger yet. That’s my story. It’s not going to help you with your tattoo journey, but it was definitely a crazy experience. I need to get those pictures from my buddies. They were laughing so hard while I was like, “Oh, this is terrible documentation of my weakest moment!”

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
10:17-10:25

That’s funny. One of my most embarrassing moments is also on video. And if you’re, if you ask me some of the questions you sent over, I think it’ll actually come up in conversation later.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
10:26-10:46

That’s awesome. That’s what I’m talking about! I want to talk content. I like content, but this kind of stuff is fun too. I had one of my past guests, Ava, and one of the things we talked about was how we started off talking about marketing, and by the end of the conversation, it turned into talking about Breaking Bad. Not like we were doing meth, but it just went in that direction. It was all about storytelling. So anyway, this is the whole thing…

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
10:48-11:09

Yeah, no, I know that for a fact. I knew this was going to be fun. So, tell me about content marketing. How did you get into it? Obviously, you worked at Mention, but tell me a bit about how that journey happened. What’s the Brittany journey? You know, like, did you go to college, have fun, almost get married, but then didn’t? How did that all lead you into content marketing? What was that journey like? How did it happen?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
11:10-13:17

In college, I was studying mass communications and journalism. I actually wanted to be a fashion reporter. It’s funny now because I don’t even own jeans anymore, and I don’t have anything fancier than jeans either. I’m basically the leisure queen now! But yeah, I wanted to be a fashion reporter, or at least work for a fashion magazine. I think I wanted to be more into lifestyle writing, which actually lines up with a lot of what I do now. But I wanted to be a journalist, and then I took a public relations class, I think just to fulfill a requirement for communications or something, and I loved it.

So I got more into that. I hadn’t really heard of content marketing, but I studied all the right things for it. I also majored in Media Design, so I have some graphic design and web design skills—very basic, but enough to bring more to the marketing table. I had a PR internship that was really all about writing, as I was trying to get better at that. Through that internship, I learned about content and social media marketing, so I ended up coming on board with them part-time until I finished college and then full-time.

I started off as a PR intern, and about four years later, I became the content marketing manager. I helped turn the company’s content marketing from a random news blog that just announced what trade shows they were attending into lead gen-focused content, along with everything else. I just kind of built my own career, teaching myself through webinars at lunch most days as I went along.

I was actually a customer of Mention while I was there—not paying, though! I was a free user of Mention. One day, I saw in their newsletter that they were looking for someone, and I was looking to move to New York. My boyfriend had just moved there, and I was technically already on a lease for an apartment with him. We had gotten the apartment together, but I didn’t have a way of working there yet. So when I saw the opening, I loved the company, and it all worked out!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
13:17-13:22

That’s awesome. So boyfriend, let’s touch on that real quick. Boyfriend, how long? Name? Give me a little background.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
13:22-14:05

Alex and I have been together for 10 years now. I actually met him on my 18th birthday. As a huge pop culture and rom-com fan, I love that—it’s a neat, cute story. So, yeah, I met him on my birthday, and I just celebrated my birthday last week, so it’s been 10 years now.

(Happy birthday!)

Thanks! So, we were living together in Delaware, near the town we went to college in and where we met. He’s actually from the New York area, and I would have moved to New York City the day after I graduated, but it actually took a while to convince him to move back to this area. Ironically, once I convinced him, he got a job here first and ended up living here for a while without me, when I was the one who made the move here.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
14:06-14:10

That’s funny. Well, cool. So it sounds like that’s awesome. 10 years! Congratulations on that!

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
14:10-14:10

Thanks!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
14:10-14:17

So, did you— I was doing some digging, and obviously, we had the team look into this—did you write a book called 25 and Selfish?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
14:18-14:23

I don’t, but I love talking about this, because it honestly sounds like something I could have written.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
14:24-14:35

I thought, like, I didn’t really know. I was looking at this and wondering, “Did she write that or not?” I wasn’t sure. The girl on the cover didn’t really look like you, but she kind of did, so I was like, “I don’t know. I just have to ask.”

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
14:35-15:16

Sounds like something I’d say—it’s on brand for me. But honestly, 25 was the year I was trying to take all these big risks. It was when I moved to New York, started working for Mention, and began my freelance career. But I ended up burning myself out, trying to do too much and not being selfish enough at 25. So, I think it’s funny that someone else had a totally different 25th year than me with my same name. There are actually a lot of Brittany Bergers out there. When I lived in Delaware, there was another Brittany Berger who worked in social media marketing. We actually talked because she had the Twitter handle I wanted, and I had the domain name.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
15:17-15:23

So here’s the thing. I mean, it sounds like there’s a lot of them, but have you ever thought about killing them all, so there’s only one YOU, or is that too aggressive?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
15:23-15:39

That might be too aggressive? I think it might be more fun with my personality to change my name, take on a new identity. I’m in the brainstorming stages of a totally new identity, and I’m not going to give you any hints, but just think about why you’ve never seen me and Tina Fey in the same room before.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
15:40-15:44

Oh, I almost feel like we should just stop the podcast right there.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
15:44-15:45

Think about it!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
15:45-15:47

Blows my mind. Geez, look at that –

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
15:47-15:51

look at that Content Marketing World. I was at inbound. We were not in the same place.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
15:52-16:04

God, it’s like Tupac and Biggie, kind of. I mean, a little different, but still, there’s definitely something going on there.

So, tell me about it—it’s funny, you kind of grinded your way through. What did you see? Your degree was in mass communications?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
16:04-16:27

Yeah, so my degree was in Mass Communications, and I actually double majored—one in that and the other in Professional Writing, which is a subdivision of English. A lot of it was focused on business communication, which I feel was great for learning goal-oriented and focused writing. It was really useful. It was a bit weird, but great. I also minored in Journalism and Interactive Media.

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Shane Barker

Speaker 1
16:28-18:10

See, what’s funny to me is that there’s a direct parallel with what you were doing. It kind of makes sense with your career. For me, I got my degree in marketing, specifically in general marketing and business administration. But now that I’m older than you, I’m like, the old geezer rooster who can barely hear anymore and is losing his hair. But my point in telling you that is that, with my degree (I graduated in 2003), I only use about 1% of what I learned.

I think what you jumped into definitely has some parallels with content marketing and stuff like that. I always knew I was going to have my own businesses. In fact, I had businesses before I even finished my degree, so I kind of knew that would be the deal.

What I find interesting is, you mentioned that during your time off or breaks, you would watch webinars and stuff like that. That’s really how I grinded it out—through clients, but also through self-education. About 10, 15, 20 years ago, there wasn’t a lot of it. There was some, but it was a lot of learning as you went. Now, it’s incredible how much is out there. With platforms like Udemy, there are thousands of courses where you can learn what someone else spent hundreds of thousands of dollars to learn in just a few hours, and then implement it.

I think it’s an interesting time for education. I’m always intrigued by people’s backgrounds, and yours sounds like you jumped into a space that used the writing side of your brain and everything. For me, it was just entrepreneurship. There was one course I took in college, a very basic class about how to open your own business. Everyone in the class thought they just wanted to open a restaurant so they could golf full-time. But I had already been an entrepreneur at that point, and I knew that wasn’t how it works at all.

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Brittany Berger

Speaker 2
18:10-19:07

Yeah, I never planned on being an entrepreneur. I honestly didn’t even fully understand what it meant until I think I was already one. It was very accidental. I was just looking at it as monetizing a blog that I ran for fun. So, I think I became one before I even understood the definition. But I knew from a young age that whatever I did, it would involve writing. I never really wanted to be an author or write books, but I knew I liked words, talking, and communicating.

Yeah, are you an introvert?

Oh, totally. But I think it actually makes sense. I’m not necessarily shy, but I am an introvert. When I do socialize, or I’m on a call, or talking to people, I’m super animated, outgoing, and loud. But that takes a lot of energy, so it makes sense that I get drained from socializing and need to be alone to recharge.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
19:07-19:38

That’s interesting, because I don’t know… it’s interesting how we think about this. Especially because you have such a bubbly personality, right? Or at least that’s what we see, which is awesome. It’s interesting how you think of yourself as an introvert, because if I didn’t know you, I would never imagine that. We’ve talked a few times, and it’s just surprising to hear that. My wife, for example, says she’s an outgoing introvert, and I always argue with her, saying that’s not even possible. But it sounds like you might fall into that category.

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Brittany Berger

Speaker 2
19:38-20:05

Yeah, I very much look at introverts in terms of how socializing affects their body and energy more than how much they like it. I don’t consider myself antisocial—I’m totally not. I love people, but because I’m so bubbly and excited when I’m talking to people, it wears me out and drains me. I can only be like this for maybe a few hours a day, and then I’m like, “Alright, peace. I’m going to go nap.”

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
20:06-21:27

I can totally understand that because you’re at a different energy level, right? I’m kind of the same way. I’m always animated, always on, especially if I have to do like three interviews in a day or something like that. If I’m at a convention and I’m speaking, it’s not too bad, but if I’m actually there with a product and I’m working for 10 hours, by the end of the day, I just want to lay down on the hard cement. It really takes a lot out of you. I think we operate at that next level of animation and energy.

I totally get what you’re saying—there are definitely days when I go, “Man, I’ve talked way too much today,” and I’m sure people think, “God, Shane talked way too much today.” So, it’s kind of that thing.

I teach a class at UCLA on personal branding and how to be an influencer, and I feel bad for the students because it’s a three-hour course. I teach it from 6:30 to 9:30, and that’s a long time to talk. As much as I’d like to think I’m somewhat good-looking, somewhat funny, and somewhat have good things to say, three hours is a lot. I don’t care if you have Brad Pitt next to me, funny for three hours is a lot!

But my point is, it’s just a long time, and after the class, I have speakers come in, but I’m just drained. You’re on for the whole time, and it’s boom, boom, boom. I thoroughly enjoy it, but it definitely sucks the energy out of you.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
21:27-21:40

I know, like, when you just, like, look at it objectively, like, half of my conversations literally involve either singing or dancing or enough arm movements to constitute a cardio workout. Of course, I cannot do that all day, every day.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
21:40-22:01

Yeah, there’s not too many people that can, right? Well, okay, cool. So that’s awesome. So I think we’re on the same page when it comes to energy and levels and everything like that. So how did you you know, because obviously you have the name of the Chief Content Unicorn, let’s talk about that a little bit. Was that your God given name? Was that your parents who came up with that? Or I feel like maybe –

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Brittany Berger

Speaker 2
22:01-22:40

A friend came up with that. We were just talking one day about how a post went live— I forget if it was a guest post—but it didn’t have a very prominent byline. She totally guessed it was mine and messaged me one day, asking, “Did you write this?” I was like, “Yeah, how could you tell?” And she said, “Well, it just sounded like a unicorn wrote it.” I was like, “Oh my God, I love that!”

She said, “I could just tell from the voice that it was you,” and I really loved that. I think that was the moment I realized what my differentiator was in B2B content marketing. I love unicorns, so I took that from her and ran with it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
22:40-22:43

That’s good company. So, you know, do you know Larry Kim?

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Brittany Berger

Speaker 2
22:43-22:44

I do, yeah.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
22:44-22:45

He’s also a unicorn fan.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
22:45-22:47

Yes, I know. Yeah.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
22:47-22:53

Have you guys thought about doing maybe a unicorn club or something like that, or a Slack group that has that –

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Brittany Berger

Speaker 2
22:53-23:01

Would be amazing? Yeah, And Nicole de Mayer also loves unicorns. It’s a great unicorn community.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
23:01-23:15

She actually does. It’s funny, I’m actually part of her community. That’s right, as the little unicorn. I thought about my Slack, and it absolutely does. So that’s good. It’s great that you guys have the unicorn thing going strong. You’re building and obviously starting Slack groups and stuff. So that’s really cool.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
23:15-23:16

Lisa Frank, would be so proud.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
23:17-23:28

I know, right? Who knew? So, let’s talk a little bit about Work Brighter. Is this your new project you’ve got going on? Give me some intel here.

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Brittany Berger

Speaker 2
23:28-26:01

It’s new, but it’s not so new. It’s new as a business, but I actually started it originally as a newsletter shortly after starting at Mention. Like I said, that was a move that really inspired me and brought out the entrepreneurial spirit in me. I started having all these different side project ideas, and so yeah, it started off as just a weekly productivity newsletter, mostly focused on productivity, tech, planning, and stuff like that. It was actually called Work Smarter at the very beginning when I was still kind of finding my differentiator, that unicorn spirit.

Over the course of being diagnosed with some chronic health issues and learning how to balance a really ambitious career with that and limited energy, I moved away from a lot of the traditional productivity advice that’s centered on hustle and doing as much as possible. I started to focus more on working brighter instead of working smarter. I don’t love the term “optimizing my life” because it sounds too scientific and “hacky”—like life hacks, which is exactly what I moved away from. I’m always in search of doing things that make my life as fun, simple, and easy as possible, and I want to share that with other people.

So, yeah, it was a three-year-long newsletter, and it was never really meant to be a big thing. It was originally just a way to show freelance clients, “Look, I can build an audience from scratch.” I wasn’t just doing work for my day job with already established companies. It was kind of like a portfolio thing. But then it wound up becoming something much bigger than my freelance career.

Over the past year, I was working with a coach, originally for my freelance content work, and we were talking about the Work Brighter stuff. Looking at the numbers, I also released some online courses and workbooks under that umbrella over the years. But again, I never really considered it a business or thought of myself as an entrepreneur. Then, I was working with my coach, and she helped me realize that I was actually making as much from that side of things as I was from my services. That’s where my long-term vision really lies, and what I’m working toward. So, now I’m starting to turn it into its own business and its own website—a combination of a media company and a community.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
26:01-27:00

So how did you—there are two things I want to touch on. First, I want to talk about the coaching thing. I think that’s always interesting. And then I also want to touch on—well, let’s talk about the coaching thing first. How did you get into that? Because I’ve always, you know, this was something I’ve talked about in one of my past episodes. There was a question that was asked to me a few weeks ago at Ontraport when I was there. Landon, the founder, asked me, “What would you tell a younger Shane?” Right? Like, what would you do differently?

And I told him coaching, or the fact of having a mentor or something like that, is something I think I really missed out on. Not that I didn’t have people I’d talk to on occasion, but I kind of felt like, “Hey, I’m an entrepreneur. I’m a grown-ass man, and I can take this on myself, right? I don’t need to ask questions or have a coach.” But I’m really intrigued by that, and I really wish I would’ve had more of that.

What was your experience with coaching? It sounds like you had some good experiences because I think it’s invaluable. I don’t care what the amount of money is. To me, if it can cut off a year, two years, or three years from your life cycle of figuring things out and help you get to a place where you’re being successful, I think that’s awesome. So, tell me a little bit about the coaching side of things.

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Brittany Berger

Speaker 2
27:00-28:14

Sure thing. So, I was working with her earlier this year to put together a formal business plan, originally just for BrittanyBerger.com and my content marketing services. But she helped me realize how much was possible with Work Brighter and really helped with my mindset. I’ve always been really into personal development.

I actually met her through a paid community I was part of in 2017, which was for female creative entrepreneurs. The community was pretty large, large enough to include in-person masterminds. She actually led the masterminds for our group here in New York City. So, I met her through that. She was helping me informally through that, and just as a friend, for a lot of the toughest decisions I made, like deciding to leave my day job to focus on my health and run my business full-time.

This was something I never really aspired to—it was something I did because I realized I had these health and life issues, and going full-time could solve them. She was one of the people who helped me through that. So, when it was time to hire a coach and strategist officially, it was a no-brainer. I would just pay whatever her prices were.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
28:15-29:04

That’s awesome. I think that’s really cool. I’ve actually thought about that recently—hiring a coach. For me, even though I think the same as you, we understand a lot about the industry and everything, but there’s just always something to learn. One thing I’ve learned over the years is that when I hire people for my team, I’m very specific about what they do. The person who can do everything is one thing, but someone who specializes in creating landing pages, writing copy, or something like that is invaluable. Back in the day, I’d hire someone who could theoretically do it all, but they would never really do anything too well.

I think the thing with a coach is that it helps you define where you want to take things. It helps clarify your goals and puts you on the right path. So, I think it’s awesome that you did that. It’s definitely something I’m probably going to explore soon. I always feel like there’s more to learn, right? There’s always something new, and everyone has their own life experience. Tapping into that is just incredibly valuable.

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Brittany Berger

Speaker 2
29:04-29:41

Yeah, it was like, I had spent a lot of time taking courses around marketing for entrepreneurship and other areas, and just hiring people. But then I realized that what I needed the most help with was being the leader, being the CEO, and growing my team in more strategic ways. Right now, it’s just me on an ongoing basis, but I hire things out from time to time. I’m hoping to have someone full-time by the end of the year.

She really helped me become the business owner and entrepreneur I needed to be, helping me create plans and just providing so much guidance. It was really great.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
29:41-30:41

Yeah, that’s awesome. That’s cool. It’s good to hear. I like hearing those kinds of stories because I can’t encourage that enough. Once again, I grinded it out without a coach, and I wish I would have had one when I was younger, especially in my early years when I first started. I really wish I would’ve had a mentor or a coach. I do mentoring now for other startups and things, for free, because I want to help them out. I want them to avoid some of the things I went through and learn from what I’ve done.

I just wish younger Shane could’ve found older Shane. I had one guy who helped me with some stuff, but I still think you can never have too many of those coaches—assuming you can afford them, of course. But that’s awesome.

So, when we talk about new projects and things, it sounds super exciting. Let’s talk about content a bit more, particularly regarding repurposing. What would you recommend? Because there’s one thing to put out a great piece of content, right? It’s super awesome. But there’s another thing when it comes to the repurposing and distribution of it. What are some things you do for yourself and your clients in terms of distribution or repurposing a piece of content that you’ve written?

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Brittany Berger

Speaker 2
30:41-33:24

Sure! So, the number one thing I like to keep in mind, and that I definitely teach people when I’m coaching them around repurposing, is that it’s not about trying to put your content in as many places as possible. I feel like a lot of times, repurposing content is viewed as just trying to get people’s attention and putting out content in as many places as possible. But it doesn’t need to be used that way. Instead of looking at it that way, I really like to think of it as part of the regular content marketing process.

When I have goals for content marketing, instead of thinking, “Okay, what do I need to create to meet these goals?” I first ask, “What content do I already have that could potentially meet these goals? What could I do with that? And then, what needs to be created in addition to that?”

So, I repurpose on an as-needed basis, but in a way that’s built into my content marketing strategy from the start. For example, last year, I launched a YouTube channel. I knew I wouldn’t have the energy to create videos every week or put out tons of content like other people do. Instead, I focused on doing a three-month sprint of creating weekly videos. I made them very foundational to the stuff I talk about, like content marketing and repurposing content, with a little bit about email marketing and marketing automation, since a lot of what I help clients with is actually using content they already have to nurture leads with marketing automation, rather than just repurposing content in public places for attention.

I have about 20 videos I put out weekly, and then I stopped creating new videos. Since then, I’ve mostly been repurposing that content for the past nine months, creating different blog posts—whether for my own blog or as guest posts for other people—often embedding or linking back to the videos. I’ve also broken them up into shorter videos to grow my Facebook page and other social media channels.

For my email marketing, I’ve built evergreen automated email sequences, so when someone signs up for my list, they first get my sales funnel for one of my ongoing workshops or on-demand trainings. After that, they start getting some of my other great content, as I don’t have time to write a weekly newsletter for my business. Since email marketing is a core part of Work Brighter—since it started out as a newsletter—I have automations working for me. All of this is just repurposed content.

So, yeah, I just created that foundational stuff I needed, covered the topics I needed to cover, and now, instead of talking about the same thing over and over again, I’m just using that content in different ways.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
33:24-33:33

Yeah, why not? So, when you do automation and stuff like that, do you write all those emails yourself, or do you have someone you work with? And what about setting up the automation? Is that something you do as well?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
33:33-34:15

It depends. I’ve hired people for project-based work. A lot of the time, I’ll write the content in a Google Doc and then just not feel like putting it into my own ConvertKit account, so I’ve hired help with that before. My most recent sequence is one that I’m doing myself, just because now I’m saving up and trying not to do a lot of project-based work in order to save for someone more ongoing.

So, yeah, it’s been both ways. I’m pretty good with technology. Like I mentioned earlier, Work Brighter was really technology-focused in the beginning. I’ve always loved tech and enjoy teaching myself the ins and outs of every app. So, I tend to become a power user of whatever tool I use.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
34:16-34:17

You go all in, I like it.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
34:17-34:26

Yeah, my mom has always said that I have two interest levels, disinterested or obsessed. And that’s very accurate in my career as well.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
34:26-35:59

Yeah, and it’s funny. I’m the same way. Obviously, I think we have some of the same personality traits. When I go all in on something, it’s like, you just have to move out of the way because I’m literally going all in. But once again, if I’m not interested, you’ll know really fast. I’m not the type to hold on just for the sake of it—I’ll tell you, “This is not for me.” It’s the same with clients. If I’m not interested or it’s not a good fit, I’ll tell them right away. They’ll be like, “Well, don’t you want to get more information?” And I’ll say, “No, it’s just not a good fit. I’m okay with that.”

Or if I’m telling a client, “Hey, I should charge you more,” it’s not about the money at that point. I just really want to talk about the project because I’m excited about it. You can hear it in my voice if I’m into something—whether it’s a “Yeah, sounds good, let’s talk more about this” or if I’m not feeling it at all.

I have to say, I’m really impressed with the amount of content you put out. It kind of blows me away that you’re a one-person team with some outsourcing to help out. How do you manage the work-life balance? You’ve mentioned you have some potential health issues, and we don’t need to get into that if you don’t want to, of course. But I’m curious—how do you do it? Because you’ve obviously touched on the fact that you’ve been really burnt out before.

I’ve been there too—at one point in my life, I had a different business with 130 employees, and I was over 230 pounds. I wasn’t working out, just eating bad food and living an unhealthy life. I’ve made changes now because I have a team, and I delegate more so I don’t have to handle everything myself. But what have you done differently? What’s your approach to work-life balance, especially with the challenges you’ve faced? What are you doing to take care of yourself?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
35:59-38:08

So, I think it is, as I said before, I’ve moved away from the phrase “working smarter,” but that really is what it’s about. I try not to focus just on work; I focus a lot on life too. I know that some of my best work moments and developments will come from things outside of my business. After my dance classes, I go for walks because I’m always super inspired when I get out of a class. I’ll actually go for a walk with voice memos open on my phone so I can take notes of any ideas that come to me.

I’ve learned the hard way that the best thing you can do for your job and your work is to step away from it. Through lots of mistakes, I’ve learned my body’s and my brain’s limits. I had some serious flare-ups of what I now realize was a chronic illness, but at the time, I didn’t. During the whole diagnosis process, I was very driven and stubborn, refusing to slow down with any of my side projects while dealing with constant flare-ups, burnout, and trying to get the diagnosis.

Even at my most burnt-out moment, I was super overextended and overworked. But no one was overworking me—it was just my own doing. I was working full-time for Mention, starting to do freelance writing, and starting Work Brighter. Back then, I also had a romance book review blog, and I was actually a thought leader in the book blogging and publishing space. I was traveling to conferences in the publishing industry, speaking, and doing all of that.

I didn’t see the need to back off from any of that, even when I was going to the hospital more than once a month. I don’t know why, but I didn’t connect the dots. Thinking back now, it sounds so stupid to say, but I didn’t realize that going to the hospital once a month and traveling constantly were completely unbalanced. It took me so long to realize, but I was just so focused on the hustle.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
38:08-41:48

Yeah, and I think, you know, once again, there’s a lot of parallels between you and me. There’s that thing you don’t see. For me, there’s no off button, right? And it’s been really hard to find that off button. For me, it was always about working harder, not necessarily for more money—sometimes it was, but mainly because I just wanted to do more stuff. I liked what I was doing, I liked where my career was going, and I liked the direction I was heading in.

With my other business I talked about earlier, the one where I was heavier, it was a really stressful business. It had something to do with marketing, but it was in the real estate space, a long time ago. Anyways, it was pretty crazy. I had 130 employees, so it was a lot. I learned a lot through that whole process, and I wouldn’t do it again. I was working 18-hour days, including weekends. At that time, I didn’t see my son as much as I wanted, and I didn’t see my wife as much. To this day, I sometimes question whether my wife is still with me, not in a bad way—I wasn’t abusive or an alcoholic or anything. But I was so fixated on work. I’d be like, “Hey, can we do this?” and she’d respond, “I’m working,” and I’d be like, “Well, obviously, that’s all you’re doing.”

I was very fixated on work, making great money, but what I realized, and I didn’t understand when I was younger, is that it wasn’t all about the money. When I was younger, I thought I wanted to be a millionaire by a certain point. I was money-driven. But now, I don’t have that goal anymore. With clients, I don’t look at things like, “How much money can I make?” I look at it like, “Am I excited about this project?” Money is a factor, but it’s not my number one. If I’m not excited about it, then I don’t care how much they’re offering me. Of course, if someone’s offering millions, then reach out, and we can work something out. But, for the most part, I want it to be something I enjoy.

When I was younger, I would take on any project—whether it was $1, $1,000, or $1 million—I’d take it on and say, “I’ll figure it out.” Now, I’ve learned, through wisdom (which might be a strong term), that it’s about delegation. It’s about balance, work-life balance. For someone like you and me, who are motivated and don’t like second place, balance is tricky. I’m not competitive, but I want to do things. I also don’t mind sharing how I make money. If you asked me, “Hey, Shane, how do you make money?” I’d tell you and write it down for you. I’m not shy about it. Even though I’m competitive, I’m all about lifting people up around me.

Work-life balance is always tricky. If anyone’s listening and working too many hours, you can either work smarter or brighter. I think brighter is more important now than smarter. I’ve learned that over the years.

So, to wrap it up, my company—well, there was a point when it got shut down. This is a whole other podcast. I should probably write a book about what happened. It was a pretty crazy story, crazier than the tattoo story. I ran that business for a long time, but my mom actually came to me and said, “I’m actually glad your business got shut down because if it hadn’t, you would’ve had a heart attack and died.” Hearing that from my mom, it really hit me. It still gets to me when I think about it. But, yeah, that’s life. We grow, we move past things, and we figure out how to do things in a healthier way—whether smarter or brighter.

So, tell me about your fitness and dance stuff. Are you a fitness instructor, or do you just do dance? What else is going on in your life?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
41:48-43:18

I’m actually in transition right now. I’m getting ready to teach my first class featuring my own choreography. By the time this podcast airs, I’ll probably have already taught a class, but yeah, I’ve been dancing my whole life. I used to teach little kids when I was a teenager, but I haven’t taught in a while. I actually had to stop dancing after three ankle reconstructions. It was pretty much decided that I was never going to dance again. I was told that so many times, but when I moved to New York, I just loved being surrounded by the musical theater, performing arts, and culture.

I found this one studio that’s more focused on dance fitness, which isn’t like the pirouettes and big leaps I used to do in competitions growing up, and the stuff my doctor said I couldn’t do anymore. It’s called Broadway Bodies. It’s a great community, and it’s really focused on body confidence and mindset. It’s changed my life in so many ways, not just for exercise. Like I said, it makes me so creative, and it’s made me more confident in my business, about my body, and in so many other ways. It’s just been a life-changing place.

So, I’m trying to get more involved. I’ve done some of their performances, like a recital, and I’m very active in the whole community. And yeah, a week from tomorrow, I’ll be teaching my first class to Salt-N-Pepa’s “Shoop.”

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
43:18-43:35

What? Man, good old Salt-N-Pepa. That’s a little flashback right there! Wasn’t it Salt-N-Pepa and Spinderella? Yeah, Spinderella. Look at me, huh? Who knew? Who knew that Shane was a Salt-N-Pepa fan? That’s right. Mark that down.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
43:35-43:47

Amazing, they’re just so talented. Yeah, so many great hits, and the studio has done classes to push it a few times. That’s kind of like their biggest dance hit. But I’ve always wanted to dance to shoot. So..

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
43:48-46:01

That’s awesome. Well, that’s good. We’re looking forward to seeing some kind of Instagram story on that or something like that.

Oh yeah, definitely. For sure.

Well, cool. So, what’s awesome about what you’ve got going on is that it combines dance and fitness, and I think what you touched on earlier is that it also helps with creativity. There was something you mentioned earlier about walking, and I had a traumatic event happen a couple of months ago—I’m not going to get heavy into that. So, I feel like this is “traumatic Shane,” with all the stuff that’s happened in my life. But I feel extremely lucky, just so if anyone’s getting a vibe other than that, I just want to clear that up.

I used to walk and run a lot, but I’ve had some issues with my leg recently. What’s funny is I was looking at my Fitbit the other day, and I’ve done 27 million steps over the past three years. I used to do an average of about 20,000 steps a day, which is roughly 10 miles. So, when I say I’m either all in or not all in, I wasn’t kidding. My Fitbit stats were crazy. I’ve still got my Fitbit on right now, even though I can’t walk as far.

But the reason I’m telling you this is because I really miss that part of it. I used to love doing the same thing—taking notes while walking. I can’t tell you how many times I almost fell flat on my face because I wasn’t looking ahead while taking notes. I even almost got hit by a few cars, but I survived, and here we are!

It really is important to have that balance—whether it’s working out, dancing, or just going for a walk or run. There are companies like Google that encourage people to take an hour for themselves, and I think that’s so important. A lot of people miss out on this, thinking that they can’t take time away from work because they’ve got too much to do. But the thing is, there’s always more work to do. It’s never going to go away. You’re never going to wake up one day and look at your to-do list and think, “Wow, there’s nothing left to do today.”

For me, it’s all about realizing that if you take that time for yourself, whether it’s an hour and a half of dancing or anything else, when you come back, the work will still be there waiting for you. I promise you.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
46:01-46:04

Exactly, and I’ll be in a better place to do it.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
46:04-46:13

1000 times better, right? And in a better mindset, and everything’s gonna be better. It’s like, you know, I’ve had create, you know, we’ve all had situations where you’re really stressed out about something, and it’s like, just step away from it.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
46:13-47:25

Yeah, yeah. And there’s science that has been proven about how much our brains can do in a day or a week before it starts reaching the point of diminishing returns, or whatever that phrase is called, where basically, it starts to plateau and gets worse. So, do you want to keep working at that rate, where the quality of your work just gets worse and less effective? Or do you want to take time to recharge?

I’m kind of a mean person, but there are two memes that have really stuck with me. One was about self-care. It said, “You can’t go at more than 100%. If you’re working at 150%, that’s actually a 50% loan from future you, and you’ve got to make up the difference and pay it back sometime.” So, you’re borrowing energy from your future self—it’s not unlimited, and you’re going to be more tired later.

The other one was about how we’re so obsessed with recharging our phones every night for like 8 hours, or how much time we spend obsessing over our phone’s battery. What if we were that obsessed over our own energy, and we were that diligent about recharging ourselves?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
47:25-47:33

Yeah, I think that. I think it’s phenomenal. I’ve never, I haven’t heard that before, but it makes total sense when you say it, right? I mean, I my phone. I’m like, you know, over the top, like –

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
47:34-47:40

Yeah, we all freak out if it gets into the red zone below 20% but then we work ourselves down to like, 2%

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
47:40-48:02

Yeah, yeah. Go fall asleep at the keyboard or something and then be like, “No, it makes sense now.” I always like to rest my head on the keyboard when I wake up. My back feels amazing.

Yeah, I think that’s a good point to bring up, because it really is a huge issue. But, for me, it’s not as much of an issue anymore. I’ve found a much better balance, and it sounds like you have too, which is so needed.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
48:03-48:09

I think most of us, they have reached it the hard way. And so that’s what I want to help reduce with Work Brighter as well.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
48:09-49:18

And that’s the thing. We’ve reached this point, and the reason we have our stories is because we did burn out, right? And the people listening to this who haven’t hit that yet are either going to listen to us and think, “Hey, maybe I need to change something,” or they’re just going to burn out. There are some people who get that aha moment, like, “Okay, I get it now. I have two people here who, at a certain point, burned out, and now we’re doing things brighter—or smarter, or whatever.”

But then you’ve got the people who say, “You know what? Shane and Brittany just sound kind of weak. They were working like 12 hours a day. I could probably do 20.” And it’s like, okay, well, you can hold that pace for only so long. Eventually, something’s going to give. It might not be your head—it might be your body. Or it might be your body, or maybe your head. But the thing is, something will break. You have to have that work-life balance.

So, that’s really the reason I wanted to chat with you—not to talk about tattoos or anything crazy like that. It’s an important topic, especially because you’ve dealt with chronic illness, and I’ve had my own experiences recently. Like I said, I still feel really blessed in life and very fortunate with the team I have and what we’re able to do. But it’s just crazy how this whole life thing works out.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
49:18-49:47

Yeah, and I mean, one in five people in America at least has either a mental or chronic illness. And especially with mental illness, the rate is so much higher for entrepreneurs and people in startups. I think it’s because the same things that are responsible for certain mental illnesses are also the personality traits that drive us to work at a startup or in a high-stakes career. So, it’s really important to learn about yourself and understand how to manage that.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
49:47-50:13

Yeah, I think that’s an important point. So, let’s talk a little more about content because I know people are going to be like, “Shane and Brittany seem like awesome people, but tell us more about content marketing.” So, if I were to ask you, if you had to pick three tools you can’t live without in your content marketing toolbox, what would those three tools be?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
50:13-51:50

I love Airtable for just everything—planning, getting thoughts out, organizing ideas, as well as editorial calendars and project management. It’s so flexible and can do so much. I feel like I used to use tons of different tools, but a lot of that has just moved into Airtable over the past year. I like to call myself a digital minimalist, using as few tools and apps as possible and just keeping it simple. Airtable has been great for that.

I also love GoSchedule for marketing project management. I love project management and organization and planning—I love to geek out on that stuff. I think GoSchedule is really great for focusing on marketing processes. They have great calendar features that make managing editorial calendars for multiple channels and social media profiles really easy. Their reQ feature is great, since I’ve talked about how I love automation and repurposing. Their ability to work that into your social media calendar is awesome.

I love physical notebooks. I don’t think any digital tool will ever be able to replace that. I like to dig into productivity science and read studies. A lot of brain stuff happens faster when we’re writing versus typing. So, almost all of my content starts off on paper. I have an outline, my own little finicky writing process, and it always starts off with a certain type of outline on paper, and then I build it out and Google it off.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
51:50-52:10

That’s awesome. Have you ever used—like, and I know it’s always so hard because I’m kind of the same way—I have all the fun software, but then I have Post-it notes everywhere and this and that. I still have to write down my to-do list, even though I can have it on my screen, too. So have you ever tried Evernote, where you can write something and it goes directly into Evernote? It’s just not the same, though. I mean, is it? You tell me.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
52:10-53:15

It’s not the same for me, because for me, it’s the act of writing and stuff like that. It’s like the hand motion, and I’ve read up on it—it’s literal proven science, and I’m not going to argue with that. I’m just going to enjoy getting to buy a bunch of cute notebooks.

But I definitely think once your business or job gets to a certain point, you can’t just do things on paper anymore. So, I do have project management stuff built out further into the future in Airtable and Asana and stuff like that. But everything always starts on paper. That’s where I think things out.

Also, I think the physical act of writing something down every day—like my to-do list, or at least my highest priority to-do list—is so important, because once I start working, I navigate away from the digital to-do list and into my actual work. It’s really easy then for it to be out of sight, out of mind. But by writing something down and having that planner sitting next to me, it’s like a physical reminder: “Hey, Brittany, here’s what you’re supposed to be doing. What’s that Facebook tab right there?”

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
53:15-53:47

Yeah, it’s funny. Airtable is something that’s always been really intriguing to me because my team uses Slack, and obviously we use Trello, and then we use Google Drive docs. It’s funny because every time—I’ve probably watched the Airtable video a thousand times, and I just keep looking at it—it seems so awesome. It feels like it’s not quite open-source, but in the sense that there’s so much functionality to it. I’m just trying to think about how my team would make that transition.

So what do you use? Do you use Google Drive docs and Airtable? Is Airtable mainly just for your project management type of things? What do you use Airtable for?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
53:47-54:35

Yeah, so I use Airtable for basically anything I would normally use a Trello board, a Google spreadsheet, or even a lot of Evernote notes for. I do still use Evernote for some things like brainstorming and stuff like that, but in terms of my official system and the things team members get access to when they’re working with me, pretty much all of that is kept in Airtable these days.

I’m just a big nerd, and I like having the ability to basically build my own dashboards in there—as opposed to Evernote and Trello, which are amazing tools. It’s not that they didn’t work; it’s just that I like being able to do everything in one place. I like being able to build and really customize my own dashboard and project management system from the ground up.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
54:35-55:37

That’s awesome. Yeah, I might have to pick your brain a little bit about that because I’ve been intrigued. I just love what looks like the capability of it, you know. But it’s also like anything else—making that transition is a big move. And if it was just me, it might be easier, but I have a 31-person team. Still, that doesn’t mean it can’t happen, right? I never want to be the company that’s too big that we can’t pivot to something better. I always want to make processes better and improve. So that’s literally been something I’ve talked to a few people on my team about. We’ve thought, “Sounds good,” and after this conversation, I might be one step closer to jumping in and checking it out, for sure.

So, I think we’re getting down to the end of this podcast here. I’m going to ask you—what’s the weirdest thing that’s happened to you personally (that you can share, obviously), and what’s the weirdest thing that’s happened to you in your business life? Maybe nothing too weird has happened in your business life, and that’s cool, too. But is there anything where people would hear it and go, “Oh, there’s this one time this happened…” If there isn’t anything, that’s totally fine too. I’m just trying to keep things a little more exciting with the podcast.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
55:38-56:31

I don’t know, embarrassing…like, on the topic of dance: I’ve been dancing since I was a year and a half old. We actually lied about how potty-trained I was when I first started dancing. You weren’t supposed to go into class until you were potty-trained, and at a year and a half, you know—I’m not ashamed to say—I was not.

So, the spring recital came around, and I was up on stage. All of this is on video because my mom was filming the dress rehearsal. She was so distracted trying to use the camcorder that she didn’t notice I’d stopped dancing on stage, and I was going, “Mommy!” And then, all of a sudden, you see me run off stage, and the studio director runs on with a mop.

Yeah, that happened.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
56:32-56:36

So was that true? Was that traumatic? I mean, obviously, you remember that like it was yesterday.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
56:36-57:09

I don’t remember it exactly, but I watched the video, and I danced at that same studio my whole life until I was 18. They never let me live it down. The director holding them up—it was just part of everyday life for me. I remember it more through other people retelling the story than from my own memory.

But that’s the thing—I feel like that’s part of the reason why, despite being an introvert, I have no problem going on stage or doing webinars. I’ve already peed my pants on stage—how much worse could it get?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
57:09-57:26
A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
57:26-57:34
A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
57:34-57:37

Yeah, you’ve already got that out of the way. That’s good.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
57:37-58:05

One time, I started dancing again too soon after ankle surgery, and everyone was really nervous about whether my ankle would make it through the recital. It did, and we celebrated. But when I went out to take my bow during the finale, I went down, and I ended up having surgery again a week later. I made it through all that dancing, but it was the walking that did me in.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
58:05-58:19

It’s always the thing that’s the thing. For me, if I have an issue with my back, it’s because I used my leg to move my shoes or something—it’s the lightest thing possible. But then I can go to CrossFit and deadlift 200 pounds or something. It’s weird.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
58:19-58:21

Also sneezing once, have you ever done that?

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
58:21-58:22

I have!

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
58:24-58:24

Well it sucks!

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
58:24-58:27

Just, and you’re not—I mean, I’m saying older, like some connection that we don’t because…

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
58:28-58:32

I have health issues, honestly. I have arthritis, so…

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
58:32-58:36

Yeah, I mean, you’re gonna make it through all that you’ve got.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
58:36-58:43

My body is so much older than the years it’s been on earth. I have old people problems already.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
58:43-58:55

That’s all right. You’ll get through it, as you do. The unicorns will always unite and always survive. Unicorns have been around for millions. They’ve always been fine. So dinosaurs, yeah, totally. Except they survived. Hello.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
58:55-58:59

Oh yeah. Dinosaurs, exactly.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
59:00-59:05

So Brittany, if anybody needs to get in contact with the Miss Brittany, how do we go about doing that?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
59:05-59:15

I’m pretty much on all of the social media pretty frequently. My handle is thatbburg and, yeah, you can also check out my website at brittanyberger.com

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
59:16-59:19

Awesome. And then, what about the other one? What about Work Brighter?

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
59:19-59:29

Oh, Work Brighter. Yeah, you can check that out at workbrighter.co, no social no dedicated social media for that yet, but maybe by the time you hear this, there will be.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
59:30-59:37

Absolutely awesome night. Thank you for everything. Thanks for doing the interview, and I’m sure we’ll be in contact soon.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
59:37-59:39

Yeah, sounds great. Thanks so much for having me.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
59:39-59:40

All right, take care.

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
59:41-59:41

You too.

A bearded man with short hair, wearing a light-colored buttoned coat, sits with his hands clasped and smiles gently against a dark background. The photo is in black and white.

Shane Barker

Speaker 1
59:41-59:41

Bye!

A smiling woman with long hair wearing a black leather jacket over a dark top, posing against a white background in a black-and-white photo.

Brittany Berger

Speaker 2
59:41-59:41

Bye.

06:48
Brittany Berger’s Journey to Content Repurposing Mastery
11:10
Shane Barker on Why Productivity Matters in Digital Marketing
16:28
How to Do More with Less in Content Creation
20:06
The Secret to Building a Sustainable Content Strategy
23:28
Brittany Berger’s Insights on Avoiding Content Burnout
30:41
Maximizing Your Reach with Smart Content Repurposing
34:26
The Role of Automation in Scaling Your Content Efforts
35:59
Why Every Marketer Needs a Content Repurposing Plan
38:08
Creating Evergreen Content That Keeps Driving Traffic
43:48
How to Stay Creative and Consistent in Content Marketing
48:09
Balancing Personal Branding and Business Growth
This Isn’t a Sales Funnel, It’s a Partnership

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