Afleveringen
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Lucy Ferguson, Content and AI Marketer, and former Head of B2B Content at Google, discusses the problem with Thought Leadership. Focusing on the common mistakes she has seen over the course of her career across media owner, agency and platform roles, we discuss how and why B2B brands are turning clients and potential customers off with content that's more 'inside-out' than outside in. Lucy shares insights on how to develop the content your customer needs and the huge ROI potential from taking distribution seriously, including a practical view on how AI can make this better (or worse) depending on the approach you choose.
Key talking points:
How Googleâs lens of âHelpfulnessâ shapes the content the business creates and âhelps the user to do their job betterâHow to plan thought leadership content effectively when 95% of your audience isnât ready to buyThe importance of moving on from a campaign / âone and doneâ mindset to creatie once, using everywhere.The case for long term investment in brand platforms and owned IP to grow âmental availabilityâInternal vs. External Influencers: Deciding who to partner with externally and how to âhelp the voices inside the organisation become more vocal."
Authenticity Matters: The importance of asking "Is this the best use of your brilliance?" and finding ways to channel what individuals are genuinely passionate and knowledgeable about for creating effective expert content
Generative AI in Content Marketing: Avoiding the risk of anodyne content: "The problem... is using AI in a way that just churns anodyne content... it wasn't written with love⊠and anything that moves us away from really understanding our audience, really helping people, and sharing new knowledge is going to be a problem." But harnessing the possibilities; "use it as a hypothesis as a test, alongside existing content and compare how it worksâ
Links and references:
Google FirestartersGartner on the Rise of Buying Committees2024 Edelman-Linkedin Thought Leadership Impact ReportHosted on Acast. See acast.com/privacy for more information.
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Welcome to the very first episode of The Problem with B2B Marketing! We talked to Matthew Gale, Director of Brand & Creative Content at Deloitte and architect of The Green Room, one of the most successful podcasts from a brand, about the problem with B2B podcasts...
From getting started and working out exactly who you are for, to working hard to earn your audiencesâ time and attention, what makes for effective distribution and how you define the ROI for the business, Matt shares his experience, the good and the bad, common pitfalls, and how to deal with them.
Key talking points:
Matt didnât set out to make a podcast, but having discovered that Deloitteâs insight reports were amongst the lowest performing content, they looked for other formats as a way to share expertise and cut through.The podcast format has inspired a new approach; they donât simply talk about Deloitteâs new automation report but instead explore topics like âWhat will be the last job on Earth?âUnexpected benefits: The Green Room format, topics and talent have all helped build a greater understanding of the business and culture at Deloitte, benefitting the employer brand. Hear about Deloitteâs â7 Principlesâ for creating great content, and how they act as âguidelines, not rules; help experts across the business to create content for niche audiences that ârespects busy with excellence,â and the benefits of âdebunking best practice.âLinks and references:
The Green Room podcast from DeloitteThe Green Room special series / Olympic tie-in - The Power of FirstEvery Other Friday newsletter from DeloitteHosted on Acast. See acast.com/privacy for more information.
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