Google Firestarters: My Content Commission That Sparks the Most Pride

Google Firestarters has been running since 2014. Brilliantly devised, hosted and curated by the wonderful Neil Perkin of Only Dead Fish. It began as a live event series and has since evolved into a rich video series on YouTube and a compelling podcast. Here’s a closer look at why I’m proud of this project and the lessons it teaches about content marketing.

From Live Events to Content Series

Google Firestarters started as a series of live events aimed at inspiring and educating the marketing community. During the lockdown, it transitioned into a YouTube video series, which expanded its reach significantly. More recently, it also launched as a podcast, making it even more accessible.

Long-Form Content Over Short Campaigns

One of the things I’m most proud of is that Firestarters embodies the advice I often give about content marketing: long-form, ongoing content formats are more impactful than short, fleeting campaigns. This series proves that building a deep, continuous conversation can create more value and engagement.

To create impactful long-form content:

1. Commit to Consistency: Regularly produce and release content to keep your audience engaged.
2. Build a Narrative: Develop a storyline or theme that runs through your content to create a cohesive experience.
3. Engage Deeply: Dive into topics with depth and detail, rather than skimming the surface.

Popular Videos and Key Interviewees

The Firestarters series features a range of insightful interviews with industry leaders. Some of the most popular videos include discussions with renowned marketers and innovators who share their expertise and vision. Here are a few standout episodes:

• Lessons from Service Design with Lou Downe: Lou’s insights on whether you are speaking a totally different language to your customers.
• 5 Rules to Success in Content Marketing with Matt Locke: Matt dives into the importance of great content marketing.
• What kind of ancestor do you want to be? With Adah Parris: the importance of paying attention to connections and patterns and how this can help us to navigate the relationship we have with ourselves, others, our environment and the future

A Consistent, Quirky Visual Design

One standout feature of Google Firestarters is the visual design. Neil has always partnered with Sciberia to create visualisations of the key messages from each podcast episode. (When Firestarters was an event, the team wrote up the learnings live on a wall). These visuals are not only beautiful but also fun and highly effective as takeaways.

Here’s how to enhance your content with visuals:

1. Partner with Experts: Work with talented designers to bring your key messages to life visually.
2. Keep It Fun: Ensure that your visuals are engaging and enjoyable to look at.
3. Make It Memorable: Use visuals to reinforce important points and make them stick in your audience’s mind.

Living the Advice: Long-Form Content’s Impact

Firestarters is a testament to the power of long-form content. By continually building on each episode and creating a library of valuable insights, we’ve fostered a loyal audience and created a lasting impact. This approach contrasts sharply with short-term campaigns that often fade quickly.

Here’s what you can do to embrace long-form content:

1. Plan a Series: Develop a content series that explores a topic in depth over multiple installments.
2. Focus on Quality: Invest time and resources into creating high-quality content that provides real value.
3. Engage Your Audience: Encourage your audience to interact with and share your content, building a community around your series.

Personal Reflection and Professional Pride

Being part of the Google Firestarters project has been incredibly rewarding. It’s not just about creating content; it’s about building something meaningful and lasting. Seeing the impact and hearing feedback from the community makes all the effort worthwhile.

Final Thoughts

Google Firestarters is a prime example of how long-form content can outperform short campaigns. By consistently delivering valuable insights and fostering deep engagement, we’ve built a project that not only educates but also inspires. Whether you’re a marketer or a content creator, there are valuable lessons to be learned from this journey.

To get started, think about the content you can create that will stand the test of time. Plan it out, commit to it, and watch as it grows into something truly impactful. You’ve got the blueprint—now it’s time to build something great.