95% Content How to use content to build brand - with Chris Walker
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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.
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Content Creation: A Team Sport
- Content creation is no longer solely a marketing responsibility.
- Sales, customer success, and other teams can contribute, leveraging readily available tools.
Sourcing Content Ideas
- Source content ideas by analyzing customer problems and market patterns.
- Focus on specific numbers and examples to increase credibility.
Developing Differentiated POVs
- Develop differentiated points of view by deeply understanding your market and customers.
- Avoid blindly copying competitors; focus on unique insights.