Content, Briefly Code Climate: Hillary Nussbaum's "back to basics" approach for technical marketing
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Dec 4, 2023 Hillary Nussbaum, the Director of Corporate Marketing at Code Climate, brings a unique blend of storytelling from her background in unscripted television to the world of technical marketing. She shares how her experience has shaped her approach, emphasizing the importance of understanding audience needs over mere product features. The conversation explores the challenges of technical marketing, the balance between SEO and thought leadership, and the critical role of messaging in engaging a technical audience effectively.
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From Reality TV to Content Marketing
- Hillary Nussbaum's career started in unscripted television, including travel shows and game shows.
- This experience provided a crash course in audience and voice, which translates well to content marketing.
Growth in Small Teams
- Small teams offer opportunities for growth by taking on more and expanding your purview.
- Nussbaum's role evolved from Content Marketing Manager to Director of Corporate Marketing in three years at Code Climate.
Marketing to Technical Audiences
- When marketing to technical audiences, lead with value and explain why they should care.
- Focus on how the product solves their problem, not just about features.