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.

25:32

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Episode guests

John Collins

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Episode notes

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Quick takeaways

Companies are investing in high-quality content creation as a key marketing strategy.

Content marketers are transitioning to become more holistic in their roles, collaborating with data teams and designers.

Deep dives

Emerging Trends in Content Strategy and Marketing

Emerging trends in content strategy and marketing indicate a focus on high-quality content. Companies are investing heavily in producing top-notch content, with examples like Intercom's off-script video series showcasing this approach. Additionally, there is a shift towards data-driven content creation, where companies leverage insights from their platforms to develop engaging content.

Intro

2min

Evolution of Content Strategy in Growing Companies

14min

Evolution of Content Marketing Teams' Skill Sets

2min

Evolution of Content Roles and Freelancing Insights

6min

Discussions on Running, Websites, and Content Links

2min

In this episode of Content Briefly, we’ve interviewed marketing consultant John Collins and discussed content strategies that work for series A, B, and C SaaS companies, their wavering faith in SEO, their strategic investments in video marketing and data study, and more.

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Timestamps:

00:00 Intro
01:22 Who is John Collins?

02:35 Lessons from Intercom's content marketing trials.

05:52 Insights on structuring and scaling content teams.

09:07 Evolving strategies in content marketing and SEO.

12:46 Shifting focus in content marketing strategies.

15:40 The future of content marketing teams.

17:48 Content's role in traffic generation and shaping company voice.

18:24 Challenges and rewards of working independently.

22:15 Balancing writing and consulting.

23:59 Learn more about John and get in touch.