References & Resources, in the order in which they are discussed:
Indspire is a national Indigenous registered charity that invests in the education of First Nations, Inuit and Métis people for the long term benefit of these individuals, their families and communities, and Canada. I acknowledge the intellectual debt that my thinking about markets and marketing owes to the Indigenous Peoples of the land on which I live and work, and am working to repay that debt in multiple ways, including by making financial contributions to Indspire.
Merriam-Webster discuss the etymology of the word “hustle” in their blog post, “The Origins of ‘Side-Hustle’.”
My comments about the various forms of capital comes from Groundswell Alternative Business School’s “Leadership for Social Change” course.
Hanif Abdurraqib published his “On Hustles” in The Paris Review in Feb 2021.
I owe my discussion of credence goods to the book How Clients Buy: A Practical Guide to Business Development for Consulting and Professional Services, by Doug Fletcher and Tom McMakin.
Malini Devadas has discussed the low conversion rates associated with content marketing in her podcast Edit Boost.
Josh Bernoff’s article, “The three sources of leads, or why it pays to be nice,” was published in Jan 2020 in his excellent blog, Without Bullshit.
Brian Uzzi and Shannon Dunlap published their article “How to Build Your Network” in the Harvard Business Review back in Dec 2005.
I quoted but neglected (initially) to include on this list the Instagram page of Naomi Shimada. I didn’t include a photo of Naomi in my slides because she is a model and I was concerned about the optics of including a beautiful woman in my webinar. I now realize that I also didn’t cite her here. That was wrong of me; there is no good reason to exclude Naomi from my slides or my citations simply because she looks great in photos. It is especially problematic because she is a British Asian woman, and women of colour are too regularly not recognized or acknowledged for their good work. I acknowledge that I clearly have more work to do to be the kind of feminist that I want to be, and I thank the webinar participant who noticed that I neglected to include a link to Naomi on this webpage. The words that I quoted from Naomi are:
“[W]e’ve normalized such a toxic level of productivity and addiction/dependency on technology that we are so far off course from what our bodies really need. […] I’m slowly trying to unsubscribe from ideas of exceptionalism, success and achievement that are in reality harmful to my health and being, to figure out how to live in a different way, to reimagine work, rest and […] time. […] May we one day live in a world that is organized by a system of care that meets all our needs.”
Naomi’s book is called Mixed Feelings: Exploring the Emotional Impact of Our Digital Habits. Her podcast is Beauty Fix.
Informing my thinking in developing this webinar, but not explicitly quoted or cited above, is Melanie Padgett Powers’s excellent podcast, Deliberate Freelancer.
If you attended the webinar live and you’d be interested in beta-testing some of the marketing resources I’m developing, please check out antihustle.ca and sign up for my mailing list – because I’ve got some tools in the works and I’d love your input on those. Yes, I am talking about giving you some unique, specific, and high-value free content, in exchange for your feedback.
If I have time at the end of the webinar, I thought I’d share some other examples of content marketing–one of which is an example of content marketing done poorly. These are:
- “Tell Your Research Story: Visualization, Design, and Messaging” – webinar for the Medical Libraries Association
- “How to Create a Better Work-Life Balance” – podcast episode for Deliberate Freelancer
- Any Instagram post by Juniper Editing
- Any single “Electric Speed” newsletter by Jane Friedman
- “How to Curate Your Zoom Backdrop, and Why You Should” – article for the Chronicle of Higher Education (which was widely condemned at the time of publication and is a good argument for working with others when developing content)