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The Marketer's Cookbook

The Marketer's Cookbook

Written by: Joshua Goh and Lionel Heng
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About this listen

 Welcome to The Marketer’s Cookbook, where we serve up practical marketing strategies designed to help your business grow. Co-hosted by Joshua Goh and Lionel Heng, this podcast is all about blending global marketing tactics with local insights to create a recipe for success.

Whether you’re a small business owner or an entrepreneur, each episode is packed with actionable tips and real-world advice on understanding marketing trends, clarifying your brand message, finding the right talent, creating resonant content, and measuring your success.

No fluff—just the ingredients you need to take your brand to the next level. Tune in to stay ahead, get inspired, and learn how to create marketing strategies that actually work for your business.

Subscribe today and join the conversation!









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Episodes
  • Delegate Marketing Like a Pro: Build a Self-Running Team

    Delegate Marketing Like a Pro: Build a Self-Running Team
    Sep 30 2025
    Struggling to do everything yourself? In this episode of The Marketer’s Cookbook, we sit down with Coach Felicia (Founder & Principal Coach, Business Multiplier) to show you how to delegate marketing without losing your voice — so your team runs the engine while you steer the ship. 🚢

    What you’ll learn:
    •⁠ ⁠The 4Fs framework to scale without burnout: Foundation → Feeding → Flourish → Future
    •⁠ ⁠Who to hire (and when): part-time, full-time, or agency — and how to combine them smartly
    •⁠ ⁠The VMC hiring filter: Values, Mindset, Competency (and why culture beats tools)
    •⁠ ⁠Group interviews + competency tasks that reveal how candidates think
    •⁠ ⁠Tools vs culture: why half your team ignores project software — and how to fix it
    •⁠ ⁠Setting meaningful KPIs and 90-day execution cycles for real results
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    38 mins
  • Marketing vs Branding: What's the Difference and Why It Matters

    Marketing vs Branding: What's the Difference and Why It Matters
    May 27 2025
    In this foundational episode, hosts Lionel Heng (@MintoStudiosSG) and Joshua Goh (Path Digital) sit down with community builder and brand strategist Vernon Lim to break down the essential difference between marketing and branding — and why understanding both is critical to business success.

    Whether you're a startup founder or an SME owner, you'll gain clarity on:
    • What really defines branding vs marketing
    • How brand perception is built
    • Why strategy must come before tactics
    • Common pitfalls in business messaging (with examples from Apple!)
    • And how to grow your reputation by design, not by accident

    Vernon also shares practical advice for new businesses on how to establish credibility, build a strong brand identity, and attract attention with purpose. This episode is packed with real-world insights, practical frameworks, and engaging stories — don’t miss it!
    Subscribe and turn on notifications so you don’t miss future episodes filled with marketing gold.
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    20 mins
  • Mastering Social Media: Building Your Content Strategy from Scratch

    Mastering Social Media: Building Your Content Strategy from Scratch
    Sep 16 2024
    In this episode of The Marketer’s Cookbook, we dive into the essential steps for crafting a social media content strategy that works for your business. Whether you're starting from scratch or looking to refine your existing approach, hosts Lionel Heng and Joshua Goh are joined by their guest, Aaron Khoo, former Head of Video at SGAG to walk you through the key ingredients to create a strategy that resonates with your audience and drives engagement.

    From choosing the right platforms to designing content that sticks, we cover actionable tips and insights on how to build a sustainable, effective presence online. You’ll also hear real-world examples of businesses that have transformed their social media game using these exact tactics.

    Tune in to learn:
    • How to set clear goals for your social media strategy
    • The importance of consistency in posting
    • Creating content that connects with your audience
    • Tips for measuring success and adjusting your strategy
    Whether you're a small business owner or a marketing professional, this episode gives you everything you need to build a social media strategy that works.

    Listen now, and start mastering your social media content strategy!
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    20 mins
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