Great Content Starts With Your Audience with Robyn Showers, Apollo.io

Content Matters

Who’s your content really speaking to — Google or your audience?

Could it be that your content strategy is missing its most important stakeholder?

We’re joined by Ana Osuna, Senior Outbound BDR at Compose.ly, who shares how she transforms outreach into authentic relationship-building by focusing on the humans behind the data. We’re also joined by Robyn Showers, Director of Content at Apollo, who discusses how to create content that doesn’t just rank, but resonates. Robyn highlights the importance of advocating for your audience, finding the balance between creativity and business goals, and the role of content in driving authentic, impactful connections.

In this episode, you’ll learn:

• Finding Opportunity in Chaos: Why navigating uncertainty can spark creativity and innovation
• SEO Evolution: How creating user-focused content aligns with search engines’ shifting priorities
• Advocating for the Audience: Learn why understanding your audience is essential for creating impactful and memorable content.

Things to listen for:

(00:00) Welcome to the Show

(01:21) Making LinkedIn a Human-Centered Platform

(06:52) Meet Apollo’s Director of Content, Robyn Showers

(12:50) Avoiding the Pitfalls of a Service-Oriented Content Team

(13:41) Advocating for the Audience in Content Creation

(14:50) Balancing Google’s Needs with Audience-Centric Content

(21:17) How Education-Driven Content Builds Competitive Advantage

(28:16) Why Marketing Narratives Need a Villain

(31:26) Using AI to Navigate Chaos and Find Opportunities

(39:14) Encouragement for Marketers Navigating Rapid Change

(41:21) Friends Matter with Beth Wanner, Founder & CEO of Mother Cover

Resources:

• Connect with Robyn Showers: https://www.linkedin.com/in/robynshowers/
• Learn more about Apollo: https://www.apollo.io/
• Check out Outbound Sales: https://www.amazon.com/Outbound-Sales-data-backed-playbook-calling/dp/B0DJ3LDFH1/ref=asc_df_B0DJ3LDFH1?mcid=49cc5ff4023633dda7bb30e1580d1d6d&tag=hyprod-20&linkCode=df0&hvadid=712502180622&hvpos=&hvnetw=g&hvrand=14229355947993953033&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9014705&hvtargid=pla-2369858747464&psc=1
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter
• And from this episode, shoutout to our friend, Beth Wanner, Founder & CEO of Mother Cover: https://mothercoveragency.com/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/