Building With Buyers
171 - Here's What Happens When You Emphasize Content Versus Product (Devin Reed, Head of Content at Clari)
Oct 30, 2023
Devin Reed, Head of Content at Clari, discusses the role of content in sales, the importance of building trust with the audience, finding a balance between creativity and process in marketing, writing his new playbook 'Content That Converts', and the power of content marketing in generating leads.
51:44
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Quick takeaways
- Content marketing should focus on audience needs and challenges, not product-centric content, to build trust and convert attention into inbound leads.
- Embracing creativity and adopting a scrappy approach in marketing leads to innovative ideas, quick execution, and the need for a balance between process and freedom.
Deep dives
Building Trust at Scale for Effective Content Marketing
The podcast episode explores the importance of building trust at scale in content marketing. The speaker emphasizes the need to focus on the audience's needs and challenges rather than pushing product-centric content. By creating content that provides value and establishes trust, businesses can convert attention into inbound leads at various conversion points. The episode discusses the drawbacks of an overly demo-focused approach and highlights the significance of conversion points like becoming a follower, subscriber, or webinar attendee before pushing for a demo. The content that converts playbook, written by the speaker, offers strategies and techniques for effective and conversion-driven content marketing.
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