- Platform: zoom
- Source: Read.ai 01KH9FS9BJSSFAE6SXC9XC2DZ9 (via Ben Ornstein’s account, imported 2026-08-06)
Transcript
Laura Johnson: Sam who’s joining has dog hair, cat hair. Laura Johnson: I think Kim has other issues. UNKNOWN_SPEAKER: I think she’s calmed down. UNKNOWN_SPEAKER: I was like why now I’ve decided to pipe up, it’s not ideal. But is it a small dog? Nina Lea: Yeah but it’s 6pm in the UK here so I think it’s a time that everyone’s coming home from work so there should be like everyone outside it’s triggering her. UNKNOWN_SPEAKER: Mine is like that too. Laura Johnson: Are you in London? Kelly Javanmardi: Not people, but if other dogs walk by, she’ll just start barking like crazy. Yeah. Nina Lea: Are I’m in Manchester. Oh nice. Laura Johnson: So yes, I’m waiting for some sun. Nina Lea: It’s like just, I think it’s rained every single day here in 2026 so far. So. Oh my gosh. Laura Johnson: abroad in the UK and London and yeah the weather was like we go to Barcelona and be like oh fun. Nina Lea: It’s driving like it’s not fun but yeah. UNKNOWN_SPEAKER: Yeah well we’re we have had a growing go-to-market team since January. Laura Johnson: I’m like um on the operations team and I work closely with Ian and support him and then um Kelly is our go-to-market engineer Kim’s our head of DevRel, and so we’re all kind of figuring out our structure and who does what, but we’re excited to work with you guys. I know you have a session with Jared and Ian later today, and then Krieger’s on PTO, but we figured it’d be good for us to understand your process, any operational stuff. Kim will probably dive into some of the strategy. Yeah. Nina Lea: Yeah, of course. So we’ve gone away and created for you guys, your brand guidelines for our internal team of writers to work off just to make sure that everything is really aligned as like content starts to be pushed out for press releases and your blog posts as well. So we’ve created your brand guidelines. We’ve gone away and done your keyword research and put together a 90-day content plan which I was going to go through on the call later on today but what I will do um following the later the call later on is I send that over to you guys to have kind of a deep dive of like running through everything to because they’re just a live google document so any amends that you make we’ll then see on our end and we just we just ask you to do that at this point because then that’s kind of where we leave it with you guys because once you’ve made them amend we can then use that to then roll out and push out like all the content and create the content and so that’s literally all we need from you guys at this point and in terms of content in terms of access we will just need admin access to your website which I know is a scary thing to hand over but I promise we work with lots of clients then it’s fine you can trust us and so admin access to your site just to post the blog posts, and then also access just for reporting purposes for your Google Search Console. Nina Lea: So it’s literally access and then reviewing the documents that we’ve created and making any amends. And you can change as much as you want at this point. I’d rather reshape everything now at the start, then a few weeks down the line, and then I’d rather just be aligned from the get-go. And then once all that’s signed off from you guys literally hand the baton over and we can create everything and and move forward basically um so yeah nice nice and simple um we and make it as simple as possible for people um yeah yeah Kelly um knows so we have like a contractor who helps their website Kelly did they have admin access like do we even have admin over our own website. Kelly Javanmardi: We don’t right now. I know that that was an ask from Krieger. UNKNOWN_SPEAKER: OK, so Kelly will work with our. Lightbox to get. Kelly Javanmardi: We do have admin. I mean we were able to push blog posts by ourselves without including them, but like the actual copy on the website. At this point we don’t. Nina Lea: OK, I mean as long as you’ve got to like log in and push out the blog posts again it’s easy for us to do that internally then pass it over to you guys because that’s the whole point of us coming in and just being able to create it and then go live for you and just to take away that extra step so as long as we’ve we’re able to log in and do that that’s absolutely fine. Kelly Javanmardi: I’ll get that down on my list to get you all access to I’ll call it a CMS. It’s not, I mean, it’s a very light thing, our blog portal. Nina Lea: That’s absolutely fine. Um, and yeah, and with the keywords and everything like that, well, once you’ve reviewed them, we can then talk about kind of why we’ve chosen them. And I was going to run through that with the call later on as well, and just like have a bit more of a deep dive. Um, and then with reporting. So I’ll work around you guys, communication wise, however like I’ve got a client that I have a call with every single week but with organic SEO it’s hard because it’s it compounds over time so every week probably isn’t the most ideal but if you guys wanted to do that that’s fine typically I’d have a call once a month because I send one monthly kind of media document kind of reviewing the whole month and then just kind of weekly updates on email and so I’m happy happy comms-wise to work with however you would like, Laura Johnson: Yeah, Kim can weigh in on that. Kim Maida: I think the monthly with a lot of async communication would be fine as long as we are able to communicate regularly with you via Slack or something like that. Nina Lea: Of course, and that’s why I’ve got a dedicated AM, such as myself, because any kind of issue, we can just jump on a call. That monthly one scheduled in you can then call me anytime or just pop over a message um and we’ll and we’ll get on that um so yeah well I think we’ll keep it nice and straightforward to begin with and then we can develop that over time if you then want a bi-weekly call and things like that let’s just play it by ear and again I’ll work however you guys want to communicate and um do you guys do like slack with like how Slack space with your clients? Yes, we do. We do, which works well, especially just kind of UNKNOWN_SPEAKER: Yeah, do you want us to create one or are you going to create one? We can do that. Nina Lea: That’s absolutely fine. Let me add that too. We’re very much Slack people, so yeah, in my previous workplace it was Microsoft Teams. UNKNOWN_SPEAKER: I like the team noise that haunts me. Laura Johnson: Slack yeah, you can mute that one. UNKNOWN_SPEAKER: It doesn’t have to make a noise. Laura Johnson: I guess more on or learning more about the call later today, because Kim, I wonder if it makes sense for you to be in that call, if it’s like content strategy or like, Kim Maida: Well, so I’m also meeting with Peter and the co-founders later today to talk about the content calendar. So I think I have another separate meeting to talk about content strategy with them. Laura Johnson: Or we could like granola or they’ll take notes from their Megaphone meeting and share it with us. Kim Maida: Yeah. What, what time is their meeting? I’m just curious if it’s before or after. Kelly Javanmardi: It’s like, it’s right after our meeting later, Kim. Okay. Laura Johnson: Okay. UNKNOWN_SPEAKER: Yeah. Nina Lea: And I’ll run through that later, but also cause I’ll send it over on email cause it’s quite like a hefty document. It’s probably best for you guys to review it in your own time and make notes on it that way and make amends. So I think it’s probably best to review like away from the call if that makes sense just so again it’s completed. Kim Maida: I also have a messaging framework that I can share with you guys. I don’t know if it probably hasn’t already been shared so I can put that into a PDF and send that over too. Nina Lea: Yeah, that’s absolutely fine. That works great for me. Ben Ornstein: Yeah. Is that all on the SEO, GEO side? Is there anything else that would be helpful to mention? Nina Lea: Not in terms of organic SEO and GEO. I think as long as were aligned in terms of results and things like that in terms of SEO compounds over time. So when I touch on, you know, the client that wants a weekly call and it’s, you know, it’s more difficult to have them conversations on a weekly basis. You start to see the proper results after about three months. So I think that is just the expectation that I would set is that we’re gonna start rolling out all the press releases cause we’ll see a spike in impressions and clicks and things like that. But it’s definitely, it definitely compounds over time. And that’s just the way of the game. Laura Johnson: Yeah, exactly. Nina Lea: And I just like to have that conversation at the start and have a frustrated client three weeks in and it’s like, where are all my leads? And it’s like, it is a long, if you’re doing paid, that’s amazing. But the second you turn that paid ad off, everything goes, whereas organic, it stays with you and like builds in the background over time. So as you kind of move forward and in whatever direction, all of the work that we do stays with you. So it is definitely in the long run. So as long as we’re kind of, I think as long as we have that conversation at the start, then I think, yeah. Laura Johnson: Yeah, definitely have that conversation at one just to, because like, you know, the way Ian and the co-founders move is like, they’ll just need reminders that it’s like compounding. Nina Lea: Yeah, that’s definitely, it’s definitely a conversation I’ve had with people. I think it’s people like reviewing budgets and things post Christmas and like in the new year, they just want the instant leads and it’s like with organic, it does take a little bit of time, but the results do show for it. And are invaluable. So no, thank you, I’ll definitely, I’ll definitely mention that at 1pm. Laura Johnson: And then, so you’re writing from the, like you’re writing as Ian, as Jared, as Matthew? Nina Lea: Yeah. Laura Johnson: Okay, yeah, you guys can have your more in-depth session today and like get to know them and like obviously you’ll Read what they’ve written and how they say things. Nina Lea: Yeah, so we have internal writers and they’ll have one set dedicated writer to create all of their content just for consistency. But again, we tend to send over some questions for them to answer just so we can insert their quotes, for example, on certain topics. And I said, some people send a different document over every month, whereas I like to send quite a big one at the start that then again, we can then use as we move forward. Move forward, it just stops the back and forth and makes it easier for you guys again in the long run. So yeah, it was definitely, I’ll definitely get to know them on the call later and then, yeah, understand the tone and stuff from the brand guidelines. But if there is anything that you want to change on that, please do feel free. Kind of now is the time to say, Nina, that’s not aligned with us whatsoever. I want to do X, Y, and Z. I won’t be offended. Now is the time to do that. I appreciate your input. Laura Johnson: Well, and then sometimes the founders need some chasing down. I mean, they’re really like they’re like they’re excited about this and like ready to get things moving. But if you need if you’re if you have any blockers like I can kind of remind Ian to do things and just we can nudge them. Nina Lea: I think there are a lot of like there like heads down time like they have to block it off in the morning and kind of like get things we’ll get it done but it just yeah I’m gonna say because we’re sending everything over later on today if we can get everything back as soon as possible we can then start rolling out and build momentum next week because this because the sooner we start the sooner you guys will see results so the faster we receive everything back it benefits you guys So yeah, I’ll be sure to mention that. I have made a note of your name, Laura, just to chase. You can be my go-to gal. Laura Johnson: Yeah, I have Ian’s email, so I try to keep track of what people ask for. But yeah, and then anything else from our side? Kim Maida: Is there a process specifically for deeply technical content, like engineering content? Like tutorials and that type of thing? Nina Lea: So that will sit with our writers who are creating the content and if they do have any kind of issues and want to speak about kind of deep specifics that’s then when we’ll refer back to the document that Ian and everyone will have filled out hopefully over the next few days because in terms of technicalities, because we work with such a broad range of industries, we’ve got to obviously get everything right. So in terms of technicalities, I suppose that’s where the two-way conversation over Slack especially is appreciated. Just so as much as you can ask us questions, we can have that communication, ask yourself questions as well. So with it being that kind of industry, I’d appreciate that kind of two-way street. Kim Maida: I didn’t know if there was, there’s usually like pull requests or, or, um, like a repo that we can look at for, for like actually reviewing code and that type of thing. Nina Lea: Not at this stage. If there are very technical blog posts, um, we can send them over for review before they go live. Um, just to make sure that you guys are happy with them. Um, but after a while, most people are happy with everything that’s produced and we kind schedule and just take full lead of it and we’ll roll it out. But again, with the super tech technical stuff, we’ll definitely make sure to attach it in Slack and you guys can have a look over it. Kim Maida: Okay, cool. Yeah, those will probably always end up needing review just because we’re still developing the product. So there’s stuff that’s changing all the time in the product itself. So the article might be great, but then we’ve added something in the product, so. Nina Lea: Yeah, definitely, definitely. It’s a cool website though. When I looked at it, I was just like, it’s definitely a completely different avenue to look down. It looks great. Ben Ornstein: Yeah. So I can touch on the social media side. So I’ll be like the main point of contact on all things social. I’m not 100% sure if we’re doing X or LinkedIn or both maybe. I can clarify that later, but, um, In terms of process. So we, we have like a central hub in notion. And so within notion, that’s where like all the content will be, um, placed, um, you know, where, where you can, uh, review where you can, um, approve content and all of that. And then I, we handle scheduling. We handle weekly reporting. We handle what we also call proactive engagements. So I’m not sure if this is something that the founders are interested in. So I guess we’ll need clarity on this too. But what I mean by proactive engagements is we take, we use from the founders accounts, we’ll reply to relevant content in their niche on like other people’s accounts. In their voice, all that, and whatnot, to of steal audience from relevant accounts. So that’s something I think we’ll maybe clarify on the call later, but definitely recommend it. And so we schedule the content within Typefully. So it’s a great platform for scheduling the content ahead of time. They’ve got a great visual editor. We’ve had no problems with it. And the biggest thing that, because we’re working with three team members of yours, the biggest thing that I wanted to make clear was that the only issues we’ve had with teams is when there’s too many layers of review or too many people involved in the review process. That’s when things start to get complicated and it longer for content to be created and posted. And so what I would really recommend is the founders themselves are the ones reviewing the content, and there’s no intermediary in between that. Because otherwise, that’s when we start adding layers and processes take longer and all that kind of stuff. Does that make sense? Kim Maida: Yeah. I guess, can I ask a clarifying question? You’re writing content as the founders, but also other content as well. I think that’s what I was led to believe, but please correct me if I’m wrong about that. Ben Ornstein: So Nina is on the side of the GEO and SEO side for the blog and articles for, I believe, the key card team, whereas the social media accounts are on the founders accounts. UNKNOWN_SPEAKER: Gotcha. Kim Maida: Okay. Yep. Ben Ornstein: And yeah, for the reporting, I briefly mentioned that we will get like a detailed spreadsheet every Monday, with all relevant details on post performance, you’ll get to track it over time, all that kind of stuff. Ben Ornstein: But the process is pretty seamless. You’ll get, you know, there will be questions that will be sent into Slack on Mondays. It’ll be like our writer, Andrew, who the team will meet later. He’ll be asking like questions on things that are happening right now in the space, getting their takes on certain things. And then new content will be posted in, you’ll get a notification in Slack, but the post will go within Notion on Wednesdays, new content that can be like the process that’s expected. And then yeah, we’ll be scouting the content ahead of time, trying to do our best to generate like being in batch so we can be like two weeks ahead. Obviously at first that’s gonna be difficult, but that’s what we wanna get to over time. And that’s where we’ve seen the most success when we can batch ahead of time and not be chasing down people for last second. You know, revisions and questions and whatnot. Kim Maida: So one of the things that the founders have been talking about recently is trend jacking, which is, you know, kind of a different type of content because it has to happen really quickly as soon as something happens and then it has to go out really quickly. So what’s kind of your process around turnaround times for things like that that are maybe like very time sensitive because of trends? Ben Ornstein: Yes, great question. It’s definitely something we’re aware of and we work with. If someone sends something into the chat and is like, hey, we need this posted today, our writers are always around. They’re always checking out Slack. Andrew is very active. He will not have any issue turning around same day or next day at the very latest for most of these types of things. It’s something we deal with all the time. So it’s a good question. Kim Maida: Okay, awesome. Thanks. Ben Ornstein: And so eventually, I’ll need access to the creator social profiles, whichever one we go with extra LinkedIn, sorry, I should know the answer to that, but I don’t yet. And and then just having getting them added to typefully so we can start scheduling the content as well. But I don’t know who handles that or who we should be going to for that. So that can be figured out later. UNKNOWN_SPEAKER: Yeah. Kim Maida: I’ll probably be LinkedIn at least at first, because we’re having problems internally, even logging into our ex account. Ben Ornstein: Okay. Yeah. Cool. Well, are there any questions on the social side? I mean, there’s, yeah. Nina Lea: I was just gonna say to you guys, would it work best, I know Ben said he would get his reports over to you on a Monday. Would it work best for me to also send the GEO and SEO reports over on the same day so you can review all content together? Laura Johnson: Yeah, that’d be good. Yeah, OK, perfect. UNKNOWN_SPEAKER: We have like all of our internal meetings on Mondays. Laura Johnson: OK, perfect. Ben Ornstein: Great, great. Sorry, I have one more question about social. Kim Maida: So would social be done for like just the founders personal stuff or would some things be done under the brand account like the key card x or the key card linkedin account as far as I understand it the scope was the three founders accounts I’m not a thousand percent sure about that but I that was what I was told um that’s fine I just I just wanted to know yeah I’m 99 it was the three founders personal accounts at least at least yeah I think so okay so you won’t have any access issues because it’s our account that’s having that yeah yeah that that takes the the access problem off the table awesome um I’m curious how have you guys have you done any content internally um like on social like thus far uh yeah when we when we have like announcements and prs and then that type of thing going out, we do a little bit of social around it. We don’t have people dedicated to it, so it’s kind of just as needed when there’s something to say. But the founders post pretty frequently from their personal accounts, too. So I think a lot of is built that way right now. We’d love for it to be broader than that in the future. But yeah, for any blog post or article or anything like that, we would put together a social plan that would come from the company accounts. And then if the founders or other people want to say something about it, that’s always helpful. Kelly Javanmardi: I think the only other thing is our Ian, has been on some podcasts. So then that’s kind of sharing from both his account and the Keycard account. Ben Ornstein: This is great. I mean, so even the blog post that Nina sends over and generates, that be great content that we can use and repurpose on social. Same with the podcast clips. Those do extremely well. So we’ll Andrew knows exactly, you know, he’s the best person to handle, um, like knowing exactly how to frame it in their voice and their tone, uh, in the way key card wants to present it. Um, so yeah, no, that’s going to be awesome. That’s great. Laura Johnson: Ian has his own podcast with Kim from essence and they are doing a ton of recording. Ben Ornstein: So. Amazing. Oh, that’s great. Yeah. Cool. So then there will be a ton of content to use, which is great. Laura Johnson: Good. All that time recording is paying off. Kelly Javanmardi: But it’s use. UNKNOWN_SPEAKER: Yeah. Ben Ornstein: Taking clips from longer form content, that’s amazing. We can use a ton of that, which is great. Laura Johnson: Cool. Cool. Nina Lea: Amazing. Ben Ornstein: Yeah. Any other questions now on the social I feel like a lot of the questions will be answered on the call later. Then it’s. Laura Johnson: Yeah, we’ll just have them send us their notes to from the call later. So we’re on the same page and then we can all communicate on Slack together to be helpful and Laura Johnson: Yeah, they have a board meeting next Wednesday, so they’re trying to like, Get there’s there’s pressure to like post more be more get more content out so. Ben Ornstein: I saw, I think it was Ian’s email. Yeah, we’re going to move as quick as we can. Laura Johnson: Or Krieger, yeah. Krieger, sorry. Yeah. I mean, yeah. Kim Maida: So from the perspective for like blog content and articles, that also plays into the trend jacking thing too. So like they’ve been talking about like, oh, how fast can we get like an open call article out? And nobody has any time to do that. So for trend like articles and blogs, what would be like a reasonable time that we could kind of ask for and not be asking for something ridiculous? No, of course. Nina Lea: So the way that it works is we will write the press release for the month. It’s one press release then that gets distributed to lots and lots of people kind of in your industry and niche. And then with the blog post, the writers tend to do 10 blog posts at a time. So again, they’re kind of scheduled and pre-written. But again, to Ben’s point, if there is a trend and you want us to jump on the back of that, we can add that in additionally. Again, let us know if there’s something that comes up and you want us to focus on, just send that over. So we’ve got the scheduled content and then anything extra, just like that nice additional kind of layer, but it would be great to know as well in terms of kind of your calendar, kind of if there’s any key moments that are coming up, I’m sure that will benefit Ben as well with socials, just so we know, you know, as we move forward with the content, if there is anything that you want us to really kind of shout out about, I think that would be really great. Kim Maida: There is an announcement that we’re going to make on, it’s embargoed until the 28th of February. UNKNOWN_SPEAKER: Okay. Kim Maida: But when that happens, probably need a bunch of social from the founders about it. Ben Ornstein: If there’s anything that can be provided to us, like really as soon as possible, even if it’s in draft version, I know that’s what Andrew will say, what Halp will say later, that would be incredible. Because if we could get ahead of that and get if it’s a relatively large announcement. If there’s anything that we can work with to get ahead of that, that’s the best. Because when there are these bigger announcements, ideally, just more time in general would be awesome. So again, anything that can be sent as soon as possible on those kind of things, especially for the huge events, would be greatly appreciated. Kim Maida: OK. Yeah. I’ll check with the powers that be. UNKNOWN_SPEAKER: Awesome. Ben Ornstein: Yeah. UNKNOWN_SPEAKER: Yeah. Nina Lea: Especially with press. Releases, because say in an ideal world we’ve got everything back from the founders tomorrow, for example, if we could send the first one out on Monday, the second one for March could be sent out on the second, so then that kind of is the message for March. It would be nice to kind of fit one in in February before we go into the next month, but that works well in as a press release. UNKNOWN_SPEAKER: And so these are like monthly aggregate press releases for the month, because we do actually have somebody who writes press releases too. Um, so I guess my, I just want to make sure that I have everything aligned as far as who’s responsible for what and that type of thing. Nina Lea: Yeah. So from our perspective, we’re on board to do a monthly press release and the, um, blog posts as well. Um, If you’ve got someone else to do additional press releases, that’s with you guys. But yeah, that’s kind of what we’re on board to do. Kim Maida: Okay, cool. Nice, that helps. Ben Ornstein: Awesome. Any other questions we can answer now? We will have a dedicated Slack where everyone will be in. Laura Johnson: Yeah, I have to jump, but yeah, thank you for this, really helpful. And then you’ll have a good session today with Ian and Jared. Ben Ornstein: Awesome. Great. I don’t have any other questions. Kim Maida: I know I kind of dominated the question asking stuff anyway. Ben Ornstein: It’s all helpful. It’s great to clarify everything up front for sure. Kim Maida: Thank you. We’ll look forward to looking at the doc. Nina Lea: Yeah. Great to meet you.