Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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Business Transformation Pitch with The CX Goalkeeper
1 #251: Fans favorite: Mastering the Art of Customer Experience: Insights from the CEO of the CXPA 29:41
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LikedGreg Melia emphasizes that empathy and curiosity are the foundation of effective customer experience (CX). He believes that organizations must design systems proactively—through tools like journey mapping and predictive analytics—rather than relying solely on reactive fixes. Melia highlights the importance of understanding customer motivations and aligning internal operations to consistently deliver value across all touchpoints. He also stresses the need for cross-functional collaboration and leadership that models CX priorities. When hiring, Melia looks for individuals who demonstrate storytelling ability, problem-solving, and ownership—key traits for driving cultural transformation. His approach reinforces the idea that sustainable CX excellence requires intentional system design, emotionally intelligent talent, and unified leadership around customer-centric goals. About Greg Melia At the helm of CXPA, my focus revolves around championing the global customer experience profession through strategic communications and community building, honed over five transformative years in leadership. Our organization thrives on CX certification, publications, and community that empower customer experience professionals to excel. Resources Customer Experience Professional Association: https://www.cxpa.org/home https://www.cxpa.org/home Please, hit the follow button: Apple Podcast: http://cxgoalkeeper.com/apple Spotify: http://cxgoalkeeper.com/spotify We’d love to hear your thoughts — leave a comment and share your feedback! Follow Gregorio Uglioni on Linkedin: https://www.linkedin.com/in/gregorio-uglioni/ About Gregorio Uglioni: Transforming Business Into Value Generating Engines - Creating Long-Lasting Impact Leveraging Customer Experience - Host Of The Globally Recognized CX Goalkeeper Podcast “Customer Experience Goals” - Speaker at global events & at podcasts - Judge at International Awards - CX Lecturer for several institutions Listen to more podcasts on The Agile Brand network here: https://agilebrandguide.com/the-agile-brand-podcasts/…
Product-Led Content: How to Create & Use Brand Messaging in Your Content Strategy
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Content provided by Baylee Gunnell. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Baylee Gunnell or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy.
The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies.
As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors.
The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging.
This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.
68 episodes
ShareManage episode 387598884 series 3286649
Content provided by Baylee Gunnell. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Baylee Gunnell or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
In the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy.
The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies.
As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors.
The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging.
This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.
68 episodes
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1 How to Maintain Brand Voice When You’re Creating a Lot of Content 28:37
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Play Later Play Later Lists Like LikedOn this episode of Content Logistics, host Baylee Gunnell speaks with guest Shaheen Samavati, Co-Founder and CEO of VeraContent, to tackle one of content marketing's most significant challenges: maintaining a consistent brand voice while scaling production. VeraContent specializes in content localization across different markets and languages. As teams grow and create more content across multiple channels, achieving consistency becomes increasingly challenging. Shaheen reveals how interactive style guides outperform static documents. Rather than lengthy PDFs that teams ignore, she recommends tools like Grammarly's style guide feature, which provides real-time feedback as writers work. This automated approach ensures consistency across large teams without constant manual oversight. The conversation also explores AI's role in content creation. Shaheen emphasizes that writers are well-positioned for this shift since crafting effective prompts requires strong linguistic skills. She shares practical insights on building prompt libraries, creating scalable content workflows, and adapting brand voice for different platforms and markets. The discussion offers actionable strategies for content teams seeking to grow without compromising quality or consistency.…
1 How to Get People to Actually Show Up to Your Webinar 42:44
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Play Later Play Later Lists Like LikedWebinars can be a powerful growth channel—or a total flop. In this episode of Content Logistics , Baylee Gunnell sits down with Vicki Stepherson, Executive Producer at Sweet Fish Media, to explain why most B2B webinars fail and what marketers can do differently. Vicki shares a clear framework for running high-performing webinars, from nailing your topic to understanding your audience's pain points. She explains why marketers should commit to at least six events, how to test timing and content, and why title clarity is non-negotiable. The goal? Stop guessing. Start planning with purpose. You’ll also hear practical tips on driving attendance, like smart email tactics, co-promotion strategies, and why list-building should be your top priority if you're just starting. Whether you're a one-person team or scaling a full series, this episode will help you build webinars that convert.…
1 How to Build a High-Impact Content Strategy With a Limited Budget 54:28
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Play Later Play Later Lists Like LikedOn this episode of Content Logistics, host Baylee Gunnell chats with guest Melissa Popp, Content Marketing Strategist at RicketyRoo Inc., about navigating content strategy with limited budgets. They delve into the common challenges faced by companies of all sizes, from startups to established businesses, when resources are tight. Melissa emphasizes the importance of maximizing the impact of every marketing dollar, particularly for small and medium-sized businesses. She advocates for prioritizing marketing efforts based on potential revenue generation and a laser focus on what truly moves the needle for clients. Challenging conventional wisdom, Melissa suggests that content creation might not always be the first marketing investment. Instead, she proposes exploring alternative strategies like paid advertising to generate initial revenue, which can then be strategically reinvested in content development. This approach empowers businesses to establish a stable financial footing before diving headfirst into content, ensuring that the content created aligns seamlessly with overall marketing objectives. Beyond budget allocation, the conversation also explores effective content distribution strategies. Melissa underscores the vital importance of understanding your target audience and tailoring your content accordingly. She also highlights the power of repurposing content across various platforms to maximize reach and engagement. Finally, Baylee and Melissa discuss the often-overlooked significance of reverse engineering the sales funnel, starting with optimizing bottom-of-the-funnel content. They also caution against the allure of “vanity metrics” like website traffic, emphasizing the true measure of content success lies in conversions and leads.…
1 Why Authenticity Beats Perfection in B2B Video Marketing 35:15
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Play Later Play Later Lists Like LikedOn this episode of Content Logistics, host Baylee Gunnell explores authentic B2B video marketing with Chad Fortenberry. Chad, Director of Production at Massive Mission, emphasizes the power of video to build trust and boost conversions. He explains why polished videos aren't always best. Instead, he advocates for genuine storytelling that connects with viewers on an emotional level. Chad highlights the importance of addressing customer pain points and showcasing solutions, rather than just listing product features. He offers practical advice for creating authentic video content, even with limited resources. He also touches on using AI in video production and how to maintain a human touch. Baylee and Chad discuss repurposing longer videos into bite-sized social media clips to maximize reach. They explore the effectiveness of behind-the-scenes content and customer testimonials. Chad encourages B2B companies to make video a core part of their overall marketing strategy.…
1 AI Can’t Fix Bad Marketing: Why Effectiveness Beats Efficiency Every Time 48:23
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Play Later Play Later Lists Like LikedAI can speed things up. But does it help you sell? In this episode of Content Logistics, Baylee Gunnell sits down with digital strategist Mike Moran to talk about the real metric that matters: effectiveness. With decades of experience in search, content, and AI, Mike pulls back the curtain on why chasing efficiency can quietly sink your marketing. He explains how most B2B teams measure the wrong things—like traffic and rankings—instead of tracking the behaviors that signal buyer intent. Mike shares clear ways to spot if your content is working long before a form fill. He walks through overlooked strategies like using first-party data, smart micro-conversions, and JavaScript to track real engagement. Mike also shows how marketers can use AI—not to replace content creators—but to run better tests, make faster changes, and improve conversion paths. If you’ve been stuck in analysis paralysis or chasing vanity metrics, this episode is a wake-up call. https://mikemoran.com http://www.converseon.com https://sharedaudiences.com/…
1 Mastering the Art of Storytelling in B2B Marketing 46:41
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Play Later Play Later Lists Like LikedStorytelling isn’t just for novels—it’s the key to standing out in B2B marketing. In this episode of Content Logistics, host Baylee Gunnell sits down with brand strategist and ghostwriter Dana Herra to break down what makes content compelling. Dana shares why positioning matters on LinkedIn, how to develop an authentic voice, and why following every trend won’t get you noticed. They also dive into the biggest mistakes businesses make with content—like overthinking storytelling, obsessing over engagement metrics, and relying too much on AI. Dana explains how to measure success beyond vanity metrics and why building an owned audience is more powerful than chasing algorithm-driven reach. Finally, they discuss how executives can use personal branding to drive real business impact. Whether you’re crafting a LinkedIn post or mapping out a content strategy, Dana’s insights will help you create content that resonates, builds trust, and moves your audience to action. Substack (twice-monthly articles on content marketing) danaherra.substack.com 10-Minute Branding (weekly short email with a mini branding tip and action item to implement it) dana-herra.kit.com/10min-brand…
1 Why Rank Tracking is No Longer Enough (And What to Focus on Instead) 40:00
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Play Later Play Later Lists Like LikedSearch engine optimization has long been anchored to rank tracking, a methodical approach to monitoring keyword positions, optimizing for higher rankings, and using data to demonstrate marketing success. However, Google's recent algorithm updates have fundamentally disrupted traditional tracking tools, creating significant challenges for marketers seeking to measure search positions with their previous level of precision. In this episode of Content Logistics, host Baylee Gunnell engages in an in-depth conversation with Colin Costigan, Account Director at Marketers in Demand. Together, they dissect the evolving landscape of SEO, exploring how AI-driven search behavior, zero-click searches, and Google's dynamic ranking factors reshape digital marketing strategies. Colin explains how Google's commitment to enhancing user experiences and transitioning toward AI-generated overviews have deprioritized traditional rank positions. Instead, the focus has shifted to engagement-driven metrics. He delves deep into the E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—offering strategic guidance on how businesses can optimize content for sustained visibility. Moving beyond the outdated approach of chasing rankings, Colin advocates for a more holistic strategy. He encourages marketers to concentrate on metrics that drive business growth, such as share of voice, user engagement, and conversion rates. The conversation extends to exploring the growing significance of video, images, and social signals in search rankings, providing listeners with a comprehensive understanding of modern SEO strategies.…
1 What Actually Matters for SEO in a Small Marketing Team 1:04:23
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Play Later Play Later Lists Like LikedSEO doesn’t have to be complicated. In this episode of Content Logistics , host Baylee Gunnell sits down with Joe Michalowski , Senior Marketing Advisor at Marketers in Demand, to break down the essentials of SEO—without the jargon. They tackle what actually moves the needle, from optimizing content for search engines to structuring pages for better rankings. Joe shares why businesses should focus on writing valuable content first and worry about keywords later. They also discuss the biggest SEO misconceptions, like whether publishing on a strict schedule matters or if more content automatically means better rankings. Joe explains why site structure, internal linking, and domain authority play a bigger role than most people realize. Plus, they cover how to avoid common pitfalls like keyword cannibalization and low-quality AI-generated content. Finally, Baylee and Joe explore how AI and tools like ChatGPT are reshaping search behavior. Is SEO dead? Far from it. But the rules are changing, and marketers need to adapt. Tune in to learn how to build a search strategy that actually works.…
1 Why Open and Click Tracking No Longer Matters (And What to Do Instead) 36:51
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Play Later Play Later Lists Like LikedEmail tracking isn’t what it used to be. Privacy changes, spam filters, and shifting technologies have made open and click rates unreliable. In this episode of Content Logistics , host Baylee Gunnell sits down with Jacob Brain, Director of Operations at Marketers in Demand, to unpack why traditional email metrics are failing—and what marketers should track instead. Jacob explains how email tracking works at a technical level, why Apple’s Mail Privacy Protection and evolving spam filters have disrupted accuracy, and why relying on opens and clicks alone leads to misleading insights. He breaks down alternative ways to measure engagement, such as website tracking, multi-touch attribution, and intent-based data, offering a smarter approach to email marketing. The conversation also explores how marketers can build a modern tech stack, integrate tools like Factors and Clay, and use data to support sales teams effectively. If you’re looking to improve email marketing without outdated metrics, this episode is a must-listen.…
1 Five Key Strategies for Making B2B Videos That Stand Out 41:41
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Baylee Gunnell sits down with Lyndsay Cambridge , Director of Jammy Digital, to discuss actionable strategies for creating impactful video content in the B2B space. Lyndsay breaks down her five essential elements for success: consistency, a strong hook, a director, unique storytelling, and sharp editing. She explains how these pillars, when executed well, can transform video content into a powerful tool for driving sales and engagement. Lyndsay shares her insights on the difference between "fame" and "fortune" strategies in content marketing, emphasizing the importance of aligning your approach with business goals. Fame focuses on building broad reach, while fortune hones in on converting niche audiences into loyal customers. Using real-world examples, Lyndsay highlights how even fewer views can lead to higher sales if the content resonates with the right audience. The conversation also dives into AI's role in content creation. Lyndsay explains how AI tools can streamline workflows without compromising originality, ensuring content remains authentic and valuable. Whether you’re an established marketer or just starting out, this episode offers practical tips to elevate your video strategy and make meaningful connections with your audience.…
On this episode of Content Logistics, Baylee Gunnell dives into the evolving role of podcasts with guest Tristan Pelligrino , co-founder of Marketers in Demand . Tristan challenges the traditional approach of measuring podcast success through downloads and subscribers. Instead, he shares why podcasts should be viewed as dynamic content engines, fueling diverse marketing efforts like blog posts, social media, and video content. Tristan explains how thinking beyond typical metrics unlocks new opportunities to engage with customers and industry leaders. He highlights the value of using podcasts as tools for meaningful conversations, fostering relationships with prospects, customers, and thought leaders. By focusing on connections and quality content, businesses can enhance brand authority and gain fresh insights into their audience. The conversation also explores practical strategies for creating impactful podcasts. Tristan shares how specificity and personalization in guest outreach can lead to deeper, more authentic discussions. This episode is packed with actionable tips to reimagine podcasting as a strategic marketing tool.…
1 Navigating AI Search and Content Creation in 2025 45:35
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Play Later Play Later Lists Like LikedOn this episode of Content Logistics, Baylee Gunnell talks with David Riggs about the changing world of search and content marketing. David, CEO of Pneuma, shares his expertise on how businesses can thrive in the search economy. He explains how understanding customer intent is key to creating effective content. David discusses the importance of talking directly to customers. He emphasizes learning their language and understanding their buying process. This information helps create content that resonates and converts. He introduces the pillar and pebble content method. Pillar content focuses on core topics, while pebble content supports it by addressing specific questions and pain points. David also highlights the shift in buyer behavior and how AI-driven tools like ChatGPT are influencing search. He advises businesses to simplify their websites and focus on providing valuable resources. He encourages content distribution beyond a company blog, emphasizing LinkedIn and other platforms. His biggest content marketing ick? Links in Instagram posts.…
1 Webinars Aren't Dead: Why They're Still the King of B2B Engagement 44:17
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Play Later Play Later Lists Like LikedOn this episode of Content Logistics, Baylee Gunnell welcomes Lindsay McGuire , Associate Director of Content and Campaigns at Goldcast , to discuss why webinars remain a powerful B2B engagement tool. Lindsay highlights the interactive nature of webinars, emphasizing their potential for two-way communication and building brand affinity. She discusses how webinars, as a form of virtual event, offer a more engaging video experience compared to standard one-way video content. She advocates for using webinars to foster trust and encourage repeat engagement. Lindsay addresses the challenge of building an audience, particularly in the current digital landscape. She stresses the importance of a repurposing strategy to maximize content reach and attract attendees. Lindsay also emphasizes the need for content alignment between the registration page and the actual webinar to avoid disappointing attendees. She suggests focusing on audience needs and delivering valuable content. Lindsay and Baylee discuss content creation strategies. They explore how to balance authenticity with business goals. Lindsay shares examples of how Goldcast creatively integrates its product into webinars, like showcasing Snoop Dogg's brand voice. She also discusses distribution strategies, including gating content and repurposing it across different platforms like YouTube, LinkedIn, and blog posts. Lindsay emphasizes the role of webinars in a comprehensive SEO strategy and encourages a fun, engaging approach to webinar content.…
1 How to Transform Your Blog Into a SaaS Conversion Machine 43:47
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Lashay Lewis , founder of Authority Plug, to unpack the often-overlooked world of bottom-of-funnel (BoFu) content. Lashay dives into the critical role BoFu plays in converting traffic into actionable leads, explaining how many companies miss out by focusing solely on top-of-funnel content. She highlights the common pitfalls, like content and product teams working in silos, that can hinder a seamless customer journey. Lashay shares her process of bridging gaps between product and content teams, fostering cross-functional communication, and creating alignment across departments. She emphasizes the importance of quality over quantity, urging companies to focus on depth and specificity in BoFu content to resonate with well-informed leads at the decision-making stage. Lashay’s approach, developed over years of consulting, relies on clear frameworks and templates that simplify this complex process. Listeners will walk away with actionable insights on building effective BoFu strategies, identifying high-revenue keywords, and integrating tracking methods to optimize conversions. Lashay’s expertise sheds light on the nuances of creating content that truly engages and converts, helping marketers elevate their strategy by aligning product capabilities with customer needs.…
Mina Mesbahi , Content Marketing Strategist and Consultant, joins hosts Dallion Durán-Ballén and Baylee Gunnell on this episode of Content Logistics to discuss building a unified content strategy. Mina emphasizes a methodical approach, drawing from her engineering background. She introduces her DDA framework: Direction, Differentiation, and Amplification. This approach helps businesses create a minimum effective content strategy by first identifying core messages and goals before choosing platforms or formats. Mina encourages listeners to ditch the "spaghetti at the wall" method and focus on amplifying what resonates. Mina also challenges traditional content marketing notions like forced consistency and arbitrary content ratios. Instead, she champions a flexible, data-driven approach that prioritizes quality, valuable content that drives real business outcomes.…
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In this episode of Content Logistics, co-hosts Dallion Durán-Ballén and Baylee Gunnell sit down with Emma Blackmor e of Emma Blackmore LTD - Fractional Marketing , a fractional CMO with over 15 years of marketing experience across London, New York, and Stockholm. Emma shares insights from her global marketing career, offering practical advice on expanding into new markets—both internationally and domestically. Emma highlights the importance of a well-thought-out market entry strategy, emphasizing the need to adapt brand positioning and messaging to fit local nuances. She discusses the significance of market research, customer segmentation, and scrappy marketing approaches, especially for startups with limited resources. Emma also stresses the value of sales and marketing alignment to support growth efforts. The conversation wraps up with Emma sharing tips on building effective teams for international expansion and addressing the challenges of cultural differences. With practical examples and actionable insights, this episode offers a comprehensive guide for businesses looking to scale across borders.…
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1 How to Leverage Market Research to Build Your Brand 43:25
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, hosts Dallion Durán-Ballén and Baylee Gunnel sit down with Sofie Lehrmann , founder of MilkMoo , to discuss the power of market research and maximizing value in B2B SaaS marketing. Sofie shares her approach to "milking the cow" by taking full advantage of a company’s product and market insights to create consistent, high-impact content without unnecessary spend. Sofie dives into the importance of customer-centric strategies, drawing parallels between her experience in B2C with major brands like Chanel and Heineken and how those lessons translate into the B2B world. She emphasizes the value of conducting in-depth research to understand customer pain points and using those insights to craft content that resonates. The episode also explores challenges in getting C-suite buy-in for thorough market research and how speaking the language of internal stakeholders can help marketers align their efforts with business goals, ensuring long-term success.…
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1 Tapping Into Your C-suite’s Personal Brand To Drive Awareness For Your Company 34:46
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén chat with Ashley Mason , founder of Dash of Social. Ashley shares insights on leveraging C-suite executives’ personal brands for company awareness on LinkedIn. Ashley emphasizes the importance of tapping into executives’ existing networks and using their profiles to amplify company messages. She suggests starting with low-commitment posts and gradually increasing frequency. To create content, Ashley recommends recording conversations with executives and using transcripts for social media posts. The discussion covers practical tips for managing up, setting realistic expectations, and using content buckets for organization. Ashley also highlights the value of consistency over frequency in posting. The conversation wraps up with advice on analytics, tools for streamlining social media efforts, and the importance of just getting started with social media marketing.…
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1 How Landing Pages Can Shorten the B2B Sales Cycle 48:36
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Tas Bober , Digital Strategy Advisor at Delphinium , to discuss effective strategies for creating high-converting landing pages in B2B SaaS. Tas introduces her "Chipotle Method" for crafting landing pages, emphasizing the importance of understanding the buyer's journey and product features. She explains how to map out the entire buying process, from market overview to product details, and recommends creating 5-9 core landing pages that can be reused and adapted for different campaigns. Tas shares practical tips for improving landing pages, including the value of anchored navigation and the importance of relevant, high-quality gated content. She advises marketers to focus on providing genuine value in all marketing efforts, especially when it comes to gated content. The conversation also touches on the benefits of this approach for lean marketing teams, allowing them to do more with less while maintaining consistency and quality. The discussion concludes with Tas offering insights on testing and iterating landing pages, emphasizing the importance of transparency and data-driven decision-making. She highlights the need for marketers to take initiative and run experiments, even with limited resources. The episode wraps up with Tas sharing her biggest "content marketing ick" - gated content that fails to provide real value to the reader. This episode is essential listening for B2B marketers looking to enhance their landing page strategies and optimize their digital marketing efforts.…
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In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén interview Taylor Young , Director of Strategic Initiatives at Terminus. The discussion centers around Account-Based Marketing (ABM), emphasizing the importance of aligning marketing and sales teams to execute effective ABM strategies. Taylor, dubbed the "ABM Queen," shares insights on launching successful ABM campaigns, highlighting the significance of understanding one's customer base and creating tailored content that resonates with target accounts. Taylor outlines the three C's of ABM: customer, creative, and content. She stresses that knowing your customer well is crucial for ABM success, as it allows for the creation of targeted and meaningful campaigns. Creative efforts should be organized and strategically published across multiple channels to effectively surround target accounts. Content, being the backbone of ABM, must be compelling and informative, avoiding lazy approaches that fail to engage potential customers. The episode also dives into the evolution and scaling of ABM, from its origins in large-scale, one-to-one marketing efforts by companies like Accenture and IBM to more cost-effective, scalable approaches made possible by platforms like Terminus. Taylor discusses how companies can leverage personalized tools and data to refine their ABM strategies, ensuring that their content reaches the right audience at the right time.…
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1 How to Get Started with Google Ads as a Small B2B Business 35:07
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Play Later Play Later Lists Like LikedIn this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén are joined by Jenna Quick from Bellxcel , a seasoned Google Ads expert, to dive into effective strategies for running Google Ads campaigns, especially for small B2B marketers. They begin by discussing the fundamentals of Google Ads, highlighting the importance of targeting the right audience and avoiding common pitfalls. Jenna emphasizes the need for a strategic approach, especially when dealing with limited budgets, and offers practical advice on how to maximize the impact of ad spend. Jenna shares her insights on how to allocate different budgets, ranging from $100 to $10,000, and explains the importance of narrowing down the audience to ensure ad dollars are well spent. She illustrates how even a small budget can be effectively used for brand awareness if approached correctly. The conversation also touches on the significance of high-quality landing pages and how they play a crucial role in the success of ad campaigns. Jenna provides tips on maintaining simplicity and relevance in landing page design to enhance user experience and conversion rates. The discussion concludes with Jenna offering valuable advice on Google Ads bidding strategies and the use of various tools for optimizing ad performance. She highlights the importance of continuous learning and adaptation in the dynamic field of digital marketing. The episode wraps up with a light-hearted segment where Jenna shares her biggest "marketing ick," adding a personal touch to the informative discussion. This episode is a must-listen for marketers looking to enhance their Google Ads skills and optimize their ad spend effectively.…
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Content Logistics
1 How to Automate Content Creation from Any Conversation 37:57
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Play Later Play Later Lists Like LikedIn the latest episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén sit down with Anna Burgess Yang of ABY Creative . The discussion centers on maximizing the use of high-quality content through automation, particularly for solo marketers and small teams. Anna shares her innovative approach to ensuring no content goes to waste by repurposing it efficiently. Anna explains the importance of automation in the content creation process. She uses tools like Zapier and ChatGPT to automate repetitive tasks, allowing her to focus on producing valuable content consistently. Her method includes using transcripts from conversations and turning them into multiple pieces of content for different platforms, ensuring a continuous and varied content stream. The episode highlights how automating content processes can save time and enhance productivity. Anna emphasizes the value of repeatedly sharing core messages in different formats to reinforce brand identity and engage audiences effectively. Her insights provide a practical roadmap for marketers looking to optimize their content strategy and maintain a strong online presence.…
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Content Logistics
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Camille Trent , Director of Content & Community at Teal. Camille, who previously hosted the show, joins as a guest to share her insights on content marketing. The conversation starts with Camille expressing her excitement about the show's continuation and her role as a guest, enjoying the opportunity to discuss content strategies with fellow marketers. The trio dives into their biggest "content icks," highlighting common mistakes and misconceptions in content marketing. Dallion discusses the pitfalls of creating dedicated content rooms for small teams, emphasizing the importance of agility and sustainability. Camille adds her perspective, stressing the need to avoid perfectionism and focus on creating impactful content quickly. They all agree on the value of prioritizing content creation over unnecessary production complexities. Camille's top "ick" is the overuse of generic SEO blog intros, which fail to engage readers. She advocates for more thoughtful, engaging beginnings to content pieces. The discussion also touches on the integration of AI in content creation, with Camille emphasizing the importance of proper research and editing to avoid formulaic and uninspired outputs. The episode concludes with a lively debate on maintaining fresh, relevant content and the pitfalls of lazy research and statistics.…
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Content Logistics
1 How to Create 100 Pieces of (Quality) Content Per Week 1:35:23
1:35:23 Play Later Play Later Lists Like Liked1:35:23
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent engages with Stephen Pope on the intricate dance of high-volume content creation and distribution. Stephen underscores the significance of systematizing content production to handle volume without sacrificing quality. He delves into strategies for organizing, producing, and distributing large quantities of content, emphasizing the importance of a structured approach through tools and technologies. They further discuss the challenges of maintaining a consistent and impactful content flow. Stephen shares insights on balancing the creative aspects with logistical necessities, highlighting the role of databases and automation in streamlining processes. The conversation turns to the practicalities of managing content at scale, including the use of metrics and feedback to refine strategies and improve engagement. Lastly, the episode touches on the future of content logistics, with Stephen suggesting that adaptability and continuous innovation are key to leveraging high-volume content. He reflects on the evolving landscape of content creation, driven by technological advances and changing audience demands, stressing that successful content strategy is not just about quantity but strategically using volume to build presence and influence.…
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Content Logistics
1 Content Ops PT 2: How to Add & Scale New Content Programs as a Solo Marketer 1:02:43
1:02:43 Play Later Play Later Lists Like Liked1:02:43
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent welcomes Eric Doty , the content lead at Dock, who shares his insights on SEO and content operations. Their conversation kicks off with Camille expressing excitement about having Eric on the show, citing his previous appearance on the Superpath podcast and his expertise in SEO as key reasons for inviting him. Eric, with his background in SEO and experience as a one-person marketing team for seed-stage startups, discusses the importance of SEO in content strategy. He emphasizes the foundational role of SEO content in the growth and scaling of a company, particularly in the early stages. This approach, driven by both his past experiences and the specific needs of the company, underscores the strategic importance of SEO in building a company's online presence. Throughout the episode, Eric offers valuable insights into the world of content marketing, highlighting the significance of SEO in establishing a robust digital footprint. This conversation is a must-listen for anyone interested in the intricacies of content strategy and the role of SEO in driving business growth.…
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Content Logistics
1 Product-Led Content: How to Create & Use Brand Messaging in Your Content Strategy 1:01:26
1:01:26 Play Later Play Later Lists Like Liked1:01:26
Play Later Play Later Lists Like LikedIn the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy. The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies. As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors. The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging. This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.…
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Content Logistics
1 What NOT to do in your first 30/60/90 days as a new content marketer 51:32
51:32 Play Later Play Later Lists Like Liked51:32
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent engages with Jess Cook, Head of Content at Lasso, in a deep dive into the first 30, 60, 90 days as a new content leader at a tech startup. The conversation kicks off with Jess sharing her journey from a junior copywriter to a creative director, focusing on B2C brands. The duo then explores the importance of understanding the product, the current content landscape, and customer research in the initial month. Jess emphasizes the need to listen, learn, and not rush into writing or creating. As the discussion progresses, they delve into the logistics of content onboarding, discussing the need for access to communication tools, CRM systems, and project management tools. They also highlight the significance of understanding the budget, tech stack, and human resources available. Jess concludes with advice for new content hires, encouraging them to ask questions and seek clarifications. This episode is a must-listen for anyone stepping into a content leadership role in a tech startup. It offers valuable insights into setting the right pace, asking the right questions, and establishing a solid foundation for success.…
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Content Logistics
1 AI + Content Marketing: How to automate 75%+ of your podcast process 49:17
49:17 Play Later Play Later Lists Like Liked49:17
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent dives into a deep discussion with Ramli John from Appcues. They explore the intersection of AI and content marketing, shedding light on how AI can streamline podcast production and save time. The conversation takes a turn toward the practical application of AI in everyday life. They discuss the use of AI tools like Miro for ideation and brainstorming and how these tools can automatically branch out ideas, saving time and effort. They also touch upon the use of AI for creating images and videos and how AI can be integrated into social media tools like HubSpot. Towards the end, they discuss the importance of content distribution and how AI can aid in repurposing content for different platforms. They also touch on the value of AI in content measurement, highlighting its impact on increasing impressions on platforms like LinkedIn and Twitter. This episode is a must-listen for anyone interested in leveraging AI for content marketing.…
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Content Logistics
In this episode of Content Logistics, Camille Trent dives into the world of research content. She outlines five key strategies to leverage research for content creation. Firstly, she discusses the value of Roundup research. It's a level-one strategy but can provide valuable insights and hooks for your product story. Secondly, she explores the classic industry report, emphasizing the importance of mixing quantitative and qualitative data. In the third strategy, Camille introduces the concept of community-led research reports. She emphasizes the importance of unbiased data and the role of surveys in gathering this data. The fourth strategy is a twist on the third - replacing surveys with quizzes to gamify the process and increase engagement. Finally, she discusses product-led research, using your product data to create compelling content. Camille encourages listeners to share their thoughts on these strategies and their experiences with research content. This episode is a must-listen for anyone looking to enhance their content strategy with research.…
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Content Logistics
1 How to double your newsletter subscribers in 90 days with Jeremiah Rizzo 1:02:21
1:02:21 Play Later Play Later Lists Like Liked1:02:21
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, Jeremiah Rizzo sits down with Camille Trent, Director of Content & Community at PeerSignal & Keyplay. They delve into the art of crafting a compelling newsletter, with Trent sharing her unique approach to data analysis and content creation. Trent emphasizes the importance of understanding the data and finding the story within it. She explains how she breaks down the newsletter into segments, starting with social proof and a recap of the previous week. She also highlights the importance of linking out to related posts, creating a growth loop for the content. The conversation also explores the evolution of their newsletter. Trent shares how she and her team continually refine their content based on feedback and data analysis. She also discusses the results they've seen, including a significant increase in subscribers. This episode is a must-listen for anyone looking to improve their content strategy and engagement.…
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Content Logistics
1 How to scale your B2B company newsletter to 25K with Stewart Hillhouse 55:41
55:41 Play Later Play Later Lists Like Liked55:41
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent engages in a deep dive with Stewart Hillhouse, Head of Content at Mutiny. They explore the personal nature of email as a medium, contrasting it with the more public domain of blog posts. Stewart shares his journey into content marketing, which began with launching his podcast and reaching out to marketers for insightful conversations. The discussion pivots to the power of newsletters and the strategies for audience growth. Stewart shares his insights on creating sections within newsletters, making them more digestible and engaging for the readers. He also emphasizes the importance of storytelling in newsletters, highlighting the human side of marketing. The conversation concludes with a focus on distribution strategies and the challenges of getting content in front of the right audience. Stewart shares his tactics and strategies, providing listeners valuable takeaways to apply in their content marketing efforts.…
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Content Logistics
1 Mailbag: “What if your podcast guest is boring?” 22:50
22:50 Play Later Play Later Lists Like Liked22:50
Play Later Play Later Lists Like LikedIn this episode of Content Logistics, host Camille Trent delves into the essential elements of a successful podcast interview, starting with a strong framework for the show and individual episodes. She emphasizes the importance of nailing the premise and having a clear, engaging topic to draw listeners in. Camille also discusses the role of the host as a director and live editor. She shares valuable tips for keeping the podcast on track, including mapping out the story, rephrasing questions, and recapping answers. Camille particularly highlights the significance of being silent, allowing guests to fully express their thoughts and avoid awkward overlaps. By doing so, the conversation flows better and ultimately leads to more meaningful discussions. Lastly, she encourages listeners to reach out with their tips and experiences. This open invitation paves the way for a follow-up episode incorporating audience input, showcasing the podcast's commitment to continuous improvement and fostering a community of engaged listeners.…
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Content Logistics
1 How to create content that speaks to your audience with Tommy Walker 1:03:22
1:03:22 Play Later Play Later Lists Like Liked1:03:22
Play Later Play Later Lists Like LikedContent creation is hard work, and if you want to start a podcast or create engaging content for your audience, you need to build a strong strategy. However, the most vital thing to remember is that it's all about your audience; so, you need to put yourself in their shoes. In this episode of the Content Logistics podcast, our host Camille Trent welcomes Tommy Walker, the founder of The Content Studio. They talk about the importance of understanding your customer's journey, how you can engage your audience, and why you need to speak to the humanity of your audience.…
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Content Logistics
1 How to create content for hyper-effective ABM campaigns with Corrina Owens 55:07
55:07 Play Later Play Later Lists Like Liked55:07
Play Later Play Later Lists Like LikedAccount-based marketing (ABM) is a strategic approach where you align sales and marketing to bring in new valuable customers. It aims to engage and convert high-value prospects into paying customers. But how do you create content that converts better for ABM campaigns? In this episode of the Content Logistics podcast, our host Camille Trent welcomes Corrina Owens, Sr. Demand Gen Manager at Gong. They talk about how ABM helps marketers elevate their content, why you need to focus on the voice of the customer, and how to lift up your prospects even before they're customers.…
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Content Logistics
1 How content decay delays business growth with Nate Turner 49:22
49:22 Play Later Play Later Lists Like Liked49:22
Play Later Play Later Lists Like LikedCreating unique content becomes challenging as the business climate and customers' knowledge and preferences change. But, as we established a while ago, we don't expect content creators to reinvent the wheel. Instead, an occasional walk down your blog's ''memory lane'' helps reintroduce old topics, analyze their current performance, and determine where change is necessary. Nate Turner, the CEO & co-founder of Ten Speed, joins us in this episode of Content Logistics to discuss the causes and consequences of content decay and how companies should deal with it to prevent it from hurting their growth.…
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Content Logistics
1 How to recession-proof your marketing with owned content featuring Anthony Kennada 49:13
49:13 Play Later Play Later Lists Like Liked49:13
Play Later Play Later Lists Like LikedIn this podcast episode, we discuss the impact of the ongoing recession on content teams, which are often the first to face budget cuts. Many companies perceive content teams as dispensable, but our guest, Anthony Kennada of AudiencePlus, argues that content is essential for marketing success. As Kennada puts it, "Without content, there is no marketing. Content is the flywheel that makes marketing happen." Anthony explains why companies should keep their content teams, emphasizing their role in content distribution. He also discusses the shift in consumer behavior and how people consume content. According to current trends, as Anthony notes, content built around consumers, and not an algorithm, will drive business growth in 2023.…
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Content Logistics
1 How to build an integrated content marketing engine for your SaaS platform with Ashley Faus 59:12
59:12 Play Later Play Later Lists Like Liked59:12
Play Later Play Later Lists Like LikedIntegrated marketing is a strategy for delivering a unified message across all the marketing channels your brand uses. It lets businesses have a cohesive narrative about their brand and have a significant impact with their campaigns. And with an integrated marketing strategy, you can deliver mixed media messages or communicate in an independent voice. But marketing across multiple channels is also a challenge. The more you use, the more difficult it becomes to ensure message consistency. Given the complexity of digital marketing channels, integrated marketing usually requires focused planning and effort, and that's where an integrated marketing strategy can be of great help. In this episode of Content Logistics, our host Camille Trent welcomes Ashley Faus, the director of Integrated Product Marketing at Atlassian. Ashley gets into the structuring of a marketing team and why it's important not to separate the content and distribution parts from product marketing. Ashley and Camille discuss integrated marketing, the importance of shared goals for creating the right content strategy, and Ashley's different roles.…
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Content Logistics
1 Learning how audience research makes your marketing team more sustainable with Amanda Natividad 47:14
47:14 Play Later Play Later Lists Like Liked47:14
Play Later Play Later Lists Like LikedContent marketing is a strategy to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And if you want to stand out from the competition, you can create branded content that helps illustrate your company's point of view and evokes an emotional response from your audience. But you need to know your audience for this strategy to succeed. If you don't understand your ICP and audience, you won't know how to go to market and how to build a better product. So, you need to know what your audience wants from your product and content. In this episode of Content Logistics, our host Camille Trent welcomes Amanda Natividad, VP of Marketing at SparkToro. Amanda explains how you can create a successful content brand. Amanda and Camille discuss audience research, the ways to do it, and its benefits for the marketing team.…
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Content Logistics
1 How B2B SaaS Companies Can Benefit From Becoming Media Companies with Melissa Rosenthal 46:35
46:35 Play Later Play Later Lists Like Liked46:35
Play Later Play Later Lists Like Liked''Every B2B SaaS company should be a media company,'' says Melissa Rosenthal, the Chief Creative Officer at ClickUp and our guest on this episode of Content Logistics. In this episode, host Camille Trent sits down with Melissa to discuss the importance of B2B SaaS companies operating as media companies. Melissa emphasizes that by creating targeted content and building long-term connections with their audience, B2B SaaS companies can drive significant business growth. She also highlights the benefits of producing evergreen content, which can save time and resources in the long term. Throughout the episode, Melissa provides valuable insights and real-life examples to support her argument. She also offers practical tips for creating content that stands out in the feed. Melissa also highlights how to plan and execute a media strategy, including hiring and budget considerations. This episode is a must-listen for any B2B SaaS business looking to optimize its content marketing efforts and understand what it means to function as a media company.…
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Content Logistics
1 How to write & launch a book for your SaaS or consulting business with Diego Pineda 47:52
47:52 Play Later Play Later Lists Like Liked47:52
Play Later Play Later Lists Like LikedWriting a book seems like a daunting task, and it definitely requires a lot of hard work and patience. But the sooner you start writing, the better you'll eventually become. In this episode of the Content Logistics podcast, our host Camille Trent welcomes Diego Pineda, an author and a content marketing manager at Dooly. Diego is also a published author with a rich portfolio of fiction and nonfiction books. Camille and Diego chat about why you need to write about frameworks, not ideas; testing your ideas online; and the importance of gaining insight into your audience.…
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Content Logistics
1 How to evaluate content marketing job opportunities 36:50
36:50 Play Later Play Later Lists Like Liked36:50
Play Later Play Later Lists Like LikedThe job market is extremely hot right now, and many people are looking to build their careers and shift into better roles. But how do you evaluate different content marketing job opportunities to make sure you pick the best one? In this episode of the Content Logistics podcast, our host Camille Trent talks about the most vital factors to consider when evaluating your career path. She shares some tips for understanding whether a specific role or a company is the right choice for you.…
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Content Logistics
1 How to Build & Scale a Modern Content Team at a SaaS Startup with Mark Kilens 37:55
37:55 Play Later Play Later Lists Like Liked37:55
Play Later Play Later Lists Like LikedContent marketing is used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And in a saturated market, content marketing can help brands stand out from the competition and reach audiences, adding value by providing informative and engaging content to drive brand awareness, loyalty, and ultimately, sales. But content marketing is not static, and it doesn't look the same now as it did ten years ago — just as it won't look the same in ten years. Today, content marketing comes in the form of websites, social media, podcasts, blogs, etc., and if you form your content marketing team, you must be careful in your selection, and choose only those who love the job. In this episode of Content Logistics, our host Camille Trent welcomes Mark Kilens, the CMO of Airmeet. Mark and Camille get into the importance of content marketing and how to build a content marketing team. They discuss who are good marketers and what falls under the purview of the content department.…
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Content Logistics
1 How to gather, organize, and use reviews in your conversion copy with Nick Bennett and Jay Desai 37:48
37:48 Play Later Play Later Lists Like Liked37:48
Play Later Play Later Lists Like LikedCustomer reviews are a great way to get valuable customer insights. And they are the best way to improve your product offering. Customer reviews are also a powerful form of social proof that can help you strengthen your brand image and better position yourself in the market. In this episode of the Content Logistics podcast, our host Camille Trent welcomes Nick Bennett and Jay Desai. Nick is the director of evangelism and customer marketing at Alyce, and Jay is the head of marketing at Captivate Talent. They talk about leveraging customer reviews as social proof, why you should systemize your review processes, and why it's important to have your own reviews page.…
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Content Logistics
1 How to run community-led SEO at scale with John Bonini 46:08
46:08 Play Later Play Later Lists Like Liked46:08
Play Later Play Later Lists Like LikedDeveloping an effective content strategy is a top priority for a lot of marketing teams. And marketers have to constantly stay up to speed with algorithm changes in order to rank their best content. But if you monitor the algorithm too closely and don’t pay attention to your customers’ questions, then your content may miss the mark (i.e., won’t lead to revenue). And that’s where a community-led content marketing strategy comes in. This type of strategy can help your team balance SEO requirements and customer questions. In this episode of Content Logistics, John Bonini, the Director of Marketing at Databox, joins our host Camille Trent to discuss community content. John shares how his company approaches it, why they decided to go in that direction, who is involved in the process, and why content writers should be reporters rather than columnists, at least at the beginning of their careers.…
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Content Logistics
1 Are eBooks really dead? — featuring Marc Thomas 47:43
47:43 Play Later Play Later Lists Like Liked47:43
Play Later Play Later Lists Like Liked“Ungate all of your content. Provide all of your content for free without even asking for an email address.” But this advice is easier said than done. Ultimately, companies must create content to build awareness and drive growth. And SaaS companies have to articulate the value of their solution through content. But while some may profit from offering all of their content for “free”, others may need to use gated assets to meet their specific goals So is gated content really dead? Or is there a place for it? In this episode of Content Logistics, our host Camille Trent welcomes Marc Thomas, Head of Growth at Powered by Search. The two discuss gated content and when and how companies should use it. Marc also discusses lead generation and whether the term is relevant in 2022. He also shares valuable tips on how to grow your customer base and emphasizes the power of repurposed content.…
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