Create Like the Greats

Content Marketing Strategy for Boring Industries

Oct 11, 2024

Ross Simmonds, Founder and CEO of Foundation Inc., and John Bertino, Co-host of The Niche Marketing Podcast, unravel the secrets of content marketing in traditionally dull industries. They highlight the art of storytelling, revealing how to sell a narrative rather than just a product. The duo discusses the importance of choosing the right influencers and utilizing media to expand reach. They dive into innovative content strategies, like newsletters and video formats, to engage niche audiences effectively. Expect actionable insights that breathe life into 'boring' topics!

37:17

Episode guests

John Bertino

Ross Simmonds

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Effective content marketing in boring industries relies on storytelling and consistent strategy to engage the target audience.

Choosing the right influencers and using diverse content formats are crucial for maximizing brand visibility and educating potential customers.

Deep dives

Reviving the Fun in Marketing

With the launch of HubSpot's marketing and content hubs, marketers can reignite the joy of content creation and lead generation. Modern marketing often feels overwhelming and competitive, making it less enjoyable for creators. However, tools such as the Content Remix enable users to effortlessly transform existing content into multiple formats, making the process more engaging and accessible. By leveraging lead scoring and a robust analytics suite, marketers can quickly identify promising leads and refine their strategies to achieve better results.

Intro

3min

Navigating B2B Content Marketing

10min

Innovative Content Strategies for Industrial Marketing

5min

Harnessing Influencers and Brand Personality for Market Disruption

3min

Mastering Content Distribution

9min

Shifting Sales Strategies: Building Relationships

7min

Maximizing Content Distribution for Ongoing Success

2min

In this episode of Create Like the Greats, Ross shares a conversation from The Niche Marketing Podcast with John Bertino, where they dive deep into learning about how to do content marketing for boring industries. From collaborating with influencers to designing a newsletter that drives engagement, they explore actionable strategies to get your message out there. The discussion is packed with insights on influencer marketing, distribution tactics, and leveraging newsletters to tell a brand’s story effectively.

Key Takeaways and Insights:

1. The Linear Process of B2B Marketing

Ross breaks down the step-by-step approach to B2B marketing, which begins with demonstrating the value of your offering. He explains how selling a story, not just a product, drives transactions and secures sales. But the journey doesn’t stop there—Ross emphasizes the need to build continuity in storytelling. By crafting evergreen content, marketers can continually repurpose stories into assets like short-form videos, maintaining relevance long after the sale.

2. Finding the Right Influencers

Ross stresses the importance of choosing influencers who align with your brand and audience. Effective influencers create content that educates and entertains, while building trust with their followers. Ross also highlights the power of paid media to amplify influencer content, enabling brands to increase their reach and engagement, especially within niche markets.

3. Ongoing Distribution and Internal Communication

Content distribution doesn’t end once it’s published, that’s only the beginning. Regularly redistributing content across multiple platforms is key to sustaining its visibility. He also emphasizes strong internal communication, ensuring that teams like sales are fully aware of new content, like case studies, so they can integrate it into conversations with clients.