Content, Briefly
Close: Chelsea Castle on Meeting Your Readers Where They Are
Mar 24, 2025
Chelsea Castle, Head of Content and Brand at Close, brings her journalism expertise to the tech world. She discusses her transition from journalism to a leadership role in content strategy. The conversation dives into evolving SEO and AI's impact on content creation. Chelsea reveals Close's focus on LinkedIn for marketing and how office hours are revolutionizing customer engagement through authentic interactions. The episode offers valuable insights into merging content strategy with brand awareness for small businesses.
32:54
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Quick takeaways
- Chelsea Castle highlights the shift from SEO-driven content to a more holistic strategy that resonates with target audiences.
- The 'LinkedIn sprint' focuses 80% of content efforts on creating engaging material that reflects the company's personality and audience needs.
Deep dives
Content Strategy Transformation
The company is undergoing a significant transformation in its content strategy, primarily focusing on enhancing brand awareness among small and scaling businesses. Chelsea Castle, who leads content and branding, emphasizes the need to rebuild their marketing efforts after years of being heavily focused on SEO-driven content. By pivoting towards a more holistic approach, she aims to balance long-established content with fresh, engaging material that resonates with their target audience. This includes undertaking comprehensive audits of existing content to identify what works and what needs to be revamped or discarded.
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