B2B Marketing with Dave Gerhardt
#81: B2B Content Strategy with Devin Reed (Head of Content at Clari, Gong)
Episode guests
Podcast summary created with Snipd AI
Quick takeaways
- Clari's content strategy focuses on thought leadership and introducing new terminology to the market to establish credibility.
- Building an email list is essential for direct communication and maintaining engagement with the audience.
- Zero-click content, shared in native channels or feeds, can effectively engage the audience without relying on traditional links.
Deep dives
Content Strategy at Clary
At Clary, the content strategy focuses on thought leadership and introducing new terminology to the market. The team creates content through blogs, social media, and podcasts to educate people about the new category they have launched. They aim to provide valuable insights and customer evidence, not just traditional case studies, to help establish their credibility.
Gated Content and Lead Capture
The use of gated content and lead capture is seen as valuable at Clary. They believe that if the content is good and provides genuine value, people will be willing to share their email addresses to access it. Building an email list is considered essential for establishing direct communication and trust with the audience, and it allows Clary to maintain engagement even if platforms change or social media algorithms fluctuate.
Quality Over Quantity
Clary follows a 'less but high-quality' approach to content creation, aiming to deliver valuable and engaging content that stands out in the market. The focus is on creating content that is useful, insightful, and impressive to the target audience. The strategy involves diversifying content formats, delivering impactful content consistently, and building anticipation among the audience.
Creating Zero-Click Content for Engagement and Growth
Zero-click content refers to linkless content that is shared in native channels or feeds. It aims to build trust, grow your following, and increase inbound traffic. By repurposing and reposting valuable content, such as webinars and articles, companies can effectively engage their audience without relying on traditional links. Zero-click content can be so compelling that people are motivated to visit the website or take action, even without explicit links or tracking mechanisms.
Building an Engaging LinkedIn Strategy
To build an engaging presence on LinkedIn, companies should focus on delivering high-quality content and building relationships. Publishing insightful articles on personal LinkedIn profiles, leveraging the credibility of individuals over company pages, can yield better results. Encouraging employee activation through internal communication, sharing content, and inviting engagement can also amplify reach. Timing and frequency of posts matter, especially while targeting international time zones. Instead of solely measuring vanity metrics like likes and comments, businesses should recognize the intangible benefits like opportunity creation and inbound requests that stem from consistent, valuable content sharing on LinkedIn.
Devin Reed is Head of Content & Thought Leadership at Clari and previously Head of Content Strategy at Gong.
Dave and Devin talk about:
- His role at Clari and what the content team does
- Inside Gong's early content strategy
- How to make longform content work
- What type of content works on LinkedIn today
- Myth busting "build your personal brand" and more
Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.
This episode is brought to you by Jasper. Jasper is the AI Content Generator that helps you and your team break through creative blocks to create amazing, original content 10X faster. Learn more + start using AI to create content for free at jasper.ai
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
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