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How to use content to build brand - with Chris Walker
Jul 19, 2024
Chris Walker, CEO of Passetto and Chairman at Refine Labs, shares insights on the evolving landscape of content strategy in B2B. He discusses why content creation should involve more than just the marketing team, emphasizing collaboration with sales. The conversation covers how to develop unique perspectives, address sales objections with tailored content, and the critical role of SEO. Listeners will also learn about leveraging both internal and external talents to enhance project outcomes and the significance of urgency in demand generation.
51:32
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Quick takeaways
- Content creation has transformed into a collaborative effort across all company departments, enabling a unified approach to communicate with target customers.
- Sourcing content ideas from direct customer interactions and leveraging feedback leads to more impactful and relevant content strategies.
Deep dives
The Evolving Role of Content Creation
Content creation is no longer solely the responsibility of the marketing department; it has evolved into a collaborative effort across various teams within a company. Sales, customer success, and account management personnel can also contribute valuable content, leveraging their unique insights and experiences with clients. This shift allows a more unified approach to go-to-market strategies, where all departments contribute to communicating effectively with target customers. With the accessibility of content creation tools, even individuals without formal marketing training can produce high-quality content, empowering different teams to engage in content generation.
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