Content, Briefly cover image

Content, Briefly

John Collins (Part 1): Intercom, Ramp and falling in love with the customer

Jun 17, 2024
John Collins, a marketing consultant with a rich background at Intercom and Ramp, shares insights on B2B SaaS content strategies. He dives into the evolution from content creation to fostering authentic expert insights. Collins highlights the significance of building diverse content teams and adapting strategies to engage different audience segments effectively. He also emphasizes the importance of recognizing audience feedback and nurturing a community for long-term success. His journey from journalism to consulting showcases how content can drive business growth.
41:26

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Quick takeaways

  • Establishing a consistent publishing schedule fosters audience engagement and helps build an informed community that anticipates valuable content.
  • Utilizing subject matter experts to create tailored content strategies enhances brand differentiation and meets the specific needs of diverse audience segments.

Deep dives

Weekly Content Publishing Strategy

Establishing a consistent publishing schedule is essential for content success. A marketing leader implemented a strategy where a weekly email would notify subscribers of new blog posts, fostering a disciplined writing routine. This approach not only required regular content creation but also effectively kept subscribers engaged by delivering valuable insights consistently. The regularity in publishing helped build an informed audience that anticipated valuable content every week.

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