The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close

Jul 7, 2025

Chelsea Castle, Head of Content and Brand at Close, brings her B2B SaaS expertise to the table. She shares how to create a content goldmine by leveraging internal knowledge and repurposing media into various formats. The conversation covers merging brand and keyword-driven content, maximizing website traffic through brand strategy, and integrating SEO with authentic storytelling. Chelsea also discusses innovative new content channels for B2B and ways to engage on platforms like LinkedIn, ensuring that valuable content resonates with the audience.

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ANECDOTE

Chelsea's Viral LinkedIn Story

Chelsea Castle's viral LinkedIn post combined a Taylor Swift quote with a WordPress screenshot.
She had the idea for months but hesitated before finally posting it on a Friday, surprised by its success.

ADVICE

Organize Content Ideas with AI

Organize your scattered content ideas into a single database to reduce overwhelm.
Use AI tools like ChatGPT to help categorize and prioritize these ideas effectively.

ADVICE

Reuse Viral LinkedIn Posts

Resurface high-engagement LinkedIn posts months later to reach new audiences.
Scheduling reposts can renew impressions and grow your follower base effectively.

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#262 Content Strategy | Dave sits down with Chelsea Castle, Head of Content and Brand at Close. Chelsea talks about her experience in B2B SaaS and shares how to build impactful content that resonates with your audience.

Chelsea and Dave cover:

How leveraging internal and cross-functional knowledge can create a content goldmine
Why it is important to repurpose podcast episodes, webinars, and other media into multiple forms of content to maximize their value
Strategies for integrating SEO with authentic, valuable content that resonates with your audience, beyond just ranking for keywords

Timestamps

(00:00) - - Intro to Chelsea
(01:34) - - Merging Brand and Keyword-Driven Content
(01:35) - - Aligning Brand and Content Strategy with Your Goals
(01:42) - - New Content Channels for B2B
(01:46) - - How to Measure Content Engagement
(02:08) - - LinkedIn for B2B
(02:12) - - Chelsea’s Experience at Chili Piper
(02:17) - - Improving Content for Podcasts
(02:22) - - Driving Website Traffic Through Brand Content Strategy
(02:22) - - Skyscraper SEO Content Strategy
(02:30) - - How to Craft a Brand Strategy
(02:31) - - How to Grow Using Gated Content
(02:33) - - How to Maximize Search Impact

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