Content, Briefly John Collins (Part 2): 2024 trends and the new content playbook
Jun 24, 2024
Marketing consultant John Collins discusses content strategies for SaaS companies, learning from Intercom's trials, scaling content teams, evolving SEO strategies, future of content teams, challenges of working independently, and balancing writing with consulting.
AI Snips
Chapters
Transcript
Episode notes
Intercom's Content Marketing Failures
- Intercom's content marketing had failures, like not cracking video until much later.
- They also invested heavily in a news filtering project that never launched.
Collins' Consulting Focus
- John Collins advises Series A-C SaaS companies on content strategy and team structure.
- He helps them implement strategies and source talent, having learned the importance of execution.
Shifting Focus from Traffic to Conversions
- Companies are losing faith in SEO due to its increasing difficulty and questionable ROI.
- Focusing on high-intent traffic and pain point SEO is becoming more important than general traffic.