Ep #38: Content's Role at Every Stage of the Buyer Journey w/ Dayna Rothman

Content encompasses more than just pretty videos and social posts-- it can be technical copy, sell-sheets, product manuals and more. Now more than ever, how we understand and consume content is undergoing significant changes-- it’s relevant to much more than top funnel and we need to make sure there’s consistency across all channels. Dayna Rothman is CMO at OneLogin, and a seasoned content marketer by trade. She knows that the role of a content marketer is not just to create content, it’s to think of the impact and role of that content and how it aligns to different stages of the buyer journey. 

Key takeaways from this episode: 

• Don’t discount your passion and your drive. It’s a key motivating factor on why people would hire you, even if you don’t necessarily have the right experience.
• Content marketing is definitely not the most direct route to becoming a CMO but content marketing skills are so unique and valuable. Focus on understanding demand generation and how your content drives results and you can be on the C-suite path if that is your goal.
• We’re no longer creating content that is top funnel. The desire to consume content has increased exponentially and buyers want to engage with custom content throughout the decision making process.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!