Afleveringen
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In this episode, Nate Turner interviews Josh Palmer, the Head of Content for OnBoard, a board governance and collaboration platform. They discuss the growth of OnBoard over the past 12 to 24 months, with a focus on shifting from paid to organic traffic. They also explore the importance of building on an SEO foundation and expanding beyond traditional content marketing.
Takeaways
Shifting from paid to organic traffic can lead to more sustainable and efficient growthBuilding on an SEO foundation is crucial for content marketing successInternal marketing is essential for ensuring that content assets are utilized effectively within the organizationUnderstanding the customer and product is key to developing targeted and impactful contentMarketers should strive to have a business mindset and understand the broader context of their organization.Chapters
00:36 Overview of OnBoard and Growth
04:11 Benefits of Organic Growth
08:03 Expanding Beyond SEO
10:50 Progression of Content Marketing
13:34 Content as Fuel
15:38 Internal Marketing and Content Promotion
26:12 Adapting Plans and Building Momentum
34:26 Importance of Business Context for Marketers
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In this episode, Nate Turner and Ryan Sargent discuss the importance of content briefs in creating quality content. They explain that content briefs provide guidance and information to writers, ensuring that they understand what is expected from the content. The conversation highlights the components of a good brief, including the purpose of the content, style guide preferences, and subject matter expertise. They also discuss the pitfalls of relying solely on AI-generated briefs and emphasize the value of detailed briefs for success. Takeaways:Content briefs are essential for providing guidance and information to writers, ensuring the creation of quality content.A good content brief includes the purpose of the content, style guide preferences, and subject matter expertise.AI-generated briefs may lack originality and fail to differentiate content.Detailed briefs with specific instructions lead to successful content creation.Content briefs are valuable for both external contractors and internal writing teams.Chapters:
00:46 What is a Content Brief?
01:16 Importance of Content Briefs
02:22 Components of a Good Brief
04:21 Style Guide in Briefs
05:22 Subject Matter Expertise in Briefs
08:14 Additional Elements in Briefs
11:26 The Pitfalls of AI-generated Briefs
15:09 Detailed Briefs for Success
16:55 Briefs for Internal Writing Teams
18:17 The Importance of Introductions in Briefs -
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In this episode, Nate & Kevin talk about several ways that B2B content teams drift from being aligned with business impact, why it matters, and what marketing leaders can do to resolve these issues.
Key moments in the conversation:
2:40 - Workflows bottlenecked with too many people involved
8:05 - Investment cases being made but not shared10:55 - B2B content marketing is expected to drive growth
15:45 - Mindset needed to drive growth
22:07 - Creating content on topics your competitors already cover
28:00 - Leverage reporting to drive alignment across the company
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On this week's episode of Content That Grows, Nate is joined by Alli Tunell, Director of Strategy at Sweet Fish, who talked about her approach to modernizing the content playbook.
In this episode, Alli shares why she believes there is a genuine desire for a change from the old content playbooks, how the team at Sweet Fish uses a podcast-forward approach to lay out the overall content strategy, and how to approach podcast experimentation.
Key moments in the conversation:
5:50 - What's causing people to adapt their content playbooks
9:00 - Talking trend predictions
11:00 - Pushing companies to go beyond the basic interview podcast
13:20 - Approaching podcast experimentation
25:45 - Stop letting AI create your ToFu content
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Welcome back to this week's episode of the Content That Grows. Nate was joined in the studio by Ramli John of Appcues to discuss using an audience-first approach to your marketing strategy.
In this episode, the two of them go over why audience-first approaches and evangelists can help your company grow effectively, who is doing this well right now, and what your company needs to think about to execute its own version.
Key moments in the conversation:
1:10 - What audience-first means and its advantages6:30 - The skillset needed to thrive as a company evangelist11:00 - What companies is this strategy working for?18:55 - Risks of building around an employee evangelist23:05 - Your creators need dedicated creation time -
Welcome back to the Content That Grows. This week, Nate spoke with Ryan Baum about his approach to creating content that uses authority to drive added value and trust for readers/viewers.
In this episode, Ryan gives us a first-hand look into why he believes authority is so vital for SaaS content and the ways he's been able to implement it into his strategies. This episode is for people who love getting a front-row seat into how other content marketers are processing the fast-changing digital marketing landscape.
Key moments in the conversation:
3:11 - Ryan's "Aha moment for prioritizing authority in content6:50 - Different SMEs for different responsibilities and products16:15 - Understanding authority and trust's impact on the reader27:50 - Exploring the relationship between trust and authority41:41 - Having multiple leaders with different goals -
Welcome back to another episode of the Content that Grows. This week, Nate sat down with Stuart Balcombe, Head of Growth at Arrows, to talk about finding key wins without competing with how and where everyone else is.
In this episode, they cover how to increase your odds of finding these opportunities, how Arrows found their content-market fit and what that content looks like, and Stuart's least favorite marketing conversation on social media right now.
Key moments in the conversation:
1:20 - What does it mean to find low/no-competition wins?7:25 - How do you find these low-competition opportunities?11:40 - Taking a product management approach to find opportunities faster20:00 - Examples of content that has worked this way for Arrows34:10 - Stuart's least favorite marketing conversation happening on social -
This week marks the 50th episode of the Content That Grows. In it, Kevin and Derek are discussing a topic that's still a moving target: Google's SGE.
In this episode, the two of them discuss what it is, what's changed since Google first announced SGE, and how teams can best prepare for its launch.
Key moments in the conversation:
1:40 - What is SGE and what's it able to do?6:15 - Why SGE is so challenging to discuss right now?11:00 - Our responses to SGE opinions floating around the internet18:30 - How to approach learning to use SGE in your SEO plan24:21 - Beware the SGE fearmongering consultants -
This week, Nate and Lauren Funaro from Scribe sat down to discuss the why and the how behind their investment in SEO and Content this year.
In this conversation, they cover Scribe's decision to get started with an aggressive SEO strategy, what their return has been, how much content they're producing, and how they achieve high volumes with a small team + contractors.
Key moments in the conversation:
0:55 - What convinced Scribe to go all-in on SEO & content6:10 - How are your different teams convening and finding alignment10:40 - How Scribe's product informs their content17:32 - SEO is about answering the question well, not creating a novel18:33 - What you'll need in place to publish consistently -
In this week's episode, Nate sits down with Ronnie Higgins of OpenPhone for an in-depth conversation about the current state of content marketing.
They cover a range of exciting topics like how Ronnie and OpenPhone have diversified content offerings after building an initial revenue engine, the original speech that coined the term, "Content is King" and the interesting place we're in as an industry as a result of individual creators and media company emulation.
Key moments in the conversation:
2:00 - The end of content marketing as we know it...what does that mean?9:50 - What the death of B2b content looks like16:15 - The evolution of content at OpenPhone over the past two years28:37 - How to talk about investing in new channels with decreased visibility48:28 - Why the media company conversation is Ronnie's least favorite happening right now -
Nate is joined by Natalie Marcotullio, Head of Growth and Operations at Navattic, this week to continue a conversation that more and more PLG companies are having: Should we build an interactive product demo?
In this episode, the two of them discuss why this style of demo is so effective, how people are getting them in front of their prospects, and how teams are measuring their impact.
Key moments in the conversation:
1:10 - The obvious & non-obvious impact of interactive demos4:50 - Ways you get interactive demos in front of people8:45 - Combining SEO and the use of product demos13:35 - How are teams measuring the effectiveness of interactive demos17:45 - Why Natalie joined Navattic after using the product -
This week we're joined by Andrew Capland, founder of Delivering Value, where he provides 1:1 career coaching to Heads of Growth and advises B2B SaaS teams on product-led growth.
In this episode, Nate and Andrew cover everything from interactive product demos to effective content types they've experienced working with PLG SaaS companies.
Key moments in the conversation:
1:20 - Why Andrew's bullish on interactive product demos10:20 - Different demo experiences for different companies19:53 - Segmenting prospects by their experience level21:55 - Content that feeds people into the product32:24 - Mistakes companies make when implementing a PLG go-to-market motion -
We're joined this week by Jakub Rudnik, Director of Content Marketing at ActiveCampaign, to talk about his experiences scaling multiple content programs for startups (Scribe, G2, and now ActiveCampaign).
This episode is packed with substance and candid, honest responses ranging from what it takes to scale, hurdles you'll face, and how different startups have measured success for Jakub's teams over the years.
Key moments in the conversation:
1:05 - Defining "scale" and timelines5:30 - Hurdles all content programs face to achieving scale11:26 - Keeping leadership satisfied in the early stages16:02 - Creating 100s of pieces per month and addressing decay21:40 - Maintaining voice and style at a fast pace27:48 - How ActiveCampaign, Scribe, and G2 defined marketing success -
In this episode, Nate and Derek discuss the differences and overlap between what people mean when they talk about driving organic growth and doing SEO.
From defining the phrases to what differentiates flourishing organic growth programs at software companies, tune in to make sure you're setting your company up for the best organic results.
Key moments in the conversation:
1:45 - SEO vs organic growth10:00 - Example of an entire organic growth program17:00 - Differentiators for achieving organic growth at SaaS companies22:45 - Takeaways to leave this episode with -
In this week's episode, Nate Turner is joined by Justin Simon of JustinSimon.co to discuss content repurposing and distribution at SaaS companies.
1:25 - The trigger moment for an emphasis on content repurposing and distribution8:00 - Biggest mistakes people make with content repurposing13:00 - Is it cheating to repurpose your content?18:35 - The biggest value proposition for companies to repurpose content25:40 - Distribution opportunities for SaaS companies beyond social media
From the first time Justin started to see the value hidden inside existing content to the mistakes he sees some teams make in executing distribution, this episode is packed with helpful advice for you and your team.
Key moments in the conversation: -
In this episode of the Content That Grows, Nate is joined by Adam Goyette of Curdis.co to discuss ways he helps SaaS companies find the right recipe for growth.
They discuss everything from the ways most SaaS startups initially grow to how to expand teams to hit the next phase of growth.
Key moments in the conversation:
1:11 - Walking through the common stages of growth
7:45 - Finding immediate opportunities for marketing
13:00 - Hiring generalists vs. specialists vs. agencies
19:30 - Setting up your team and company for the next growth stage
23:40 - Hiring in-house vs outsourcing to agencies
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In this episode, Nate and Derek discuss how in-house teams can approach content outsourcing to ensure a positive, successful experience for their team.
From alignment on roadmaps to having a process repository, there is something for all levels of content marketers in this episode.
3:00 - Trust + reputation + rapport7:30 - Documentation and prepping agencies or freelancers14:00 - Up-front alignment on strategy and roadmaps18:45 - Close the gap between writers, editors, and approvers23:00 - Create process visibility together27:45 - Emphasize and respect the reality of outsourcing content
Key moments in the conversation: -
In this episode of the Content That Grows podcast, Tara Robertson, CMO of Bitly, generously shared how she approaches the team-building process as a CMO entering an established company.
From aligning the leadership and marketing teams to how she approaches outsourcing vs. expanding in-house talent, there are plenty of takeaways for any level of marketer.
Key moments in the conversation:
1:30 - Creating alignment on the path moving forward8:00 - Thinking about plans after the first 90 days15:37 - When to build in-house and when to outsource23:00 - Ensuring success with change management33:15 - How Bitly measures marketing success -
In this week's episode, we're back and talking about the mistakes that most often plague SaaS content teams in their mission to scale a content marketing program successfully.
This episode includes everything from moving too fast without goals to hiring the wrong first content marketer. There is something for everyone to learn and reflect on this episode.
Key moments in the conversation:
1:20 - Starting a content program quickly without setting goals4:00 - Moving too slowly when it comes to executing6:45 - Hiring the wrong content marketer for your company's needs10:05 - Creating content with one distribution channel in mind14:45 - Creating content about topics based on your intuition rather than customer insights18:30 - Forgetting about service and product-focused content22:45 - Outsourcing solely to save time and money27:50 - Judging content based on the performance of individual pieces of content33:50 - Misunderstanding ROI and leading indicators of content36:50 - Forgetting about and lacking empathy for the buyer's journey -
In episode 38, we chatted with Jonathan Bland of Omni Lab for his expertise within the paid marketing space - particularly its place as it relates to content, non-paid opportunities, and SaaS marketing.
He shared everything from when SaaS companies should start investing in paid marketing to the assets he's most bullish on making a part of your paid strategy.
Key moments in the conversation:
1:22 - The relationship between paid and non-paid marketing efforts9:11 - That's not how the paid (or any) buyer's journey works17:00 - Common challenges for teams promoting content with paid channels26:02 - Promoting product tours and contextualized demos30:30 - Recent SaaS success story/learning from a crucial shift - Laat meer zien