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Using Content To Build Trust At Scale (with Content Marketing Lead @ Clari)
Jan 14, 2025
Nehal Tenany, Content Marketing Lead at Clari and a specialist in B2B content strategies, shares her insights on building trust at scale. She discusses the importance of aligning content with business goals and creating demand through engaging strategies. Nehal emphasizes the power of employee-driven content and personal branding on social media. She also explores the potential of TikTok for B2B marketing and the evolving role of content marketers in a creator-driven, AI-enhanced landscape. Measuring success and optimizing audience growth are key takeaways!
44:43
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Quick takeaways
- Clari's content strategy emphasizes building trust through engaging executives and employees, aligning content with broader marketing goals for audience growth.
- The evolving role of content marketers requires adaptability and authenticity in leveraging AI while developing internal champions for effective content creation.
Deep dives
Building Trust at Scale
The primary philosophy at Clary revolves around building trust at scale to cultivate an audience, generate qualified leads, and excel in their market. This trust-building strategy shapes their content approach, focusing on three main areas: audience growth, creating demand, and capturing demand. The emphasis on audience growth includes fostering connections through educational and insightful content without forcing soft buys. Ultimately, Clary aims to align its content goals with broader marketing strategies to strengthen its overall effectiveness.
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