Amanda is the VP of Marketing at SparkToro, an audience research platform. Along with teaching content marketing at Maven, Amanda also publishes a marketing newsletter called The Menu. She is a contributor for Adweek, an incredible chef who trained at Le Cordon Bleu, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.

We talk about:

Defining product-led content and it’s growing importance
Nuances in target audience
How to think about distribution
Optimizing for both reach and resonance
Content-specific KPIs and business impact

Where to find Amanda:

https://amandanat.com/

https://twitter.com/amandanat

https://amandanat.substack.com/

https://www.linkedin.com/in/amandanat/

https://sparktoro.com/audience-research-newsletter

We discuss:

https://sparktoro.com/blog/

Where to find Patrick:

https://www.linkedin.com/in/pcmoran/

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(02:39) Defining product-led content and its purpose

(03:42) How product-led content has developed over the last few decades

(07:20) Thinking about the different components of product led growth through the marketing lens

(10:38) Content through the various journey of the customer lifecycle

(11:13) Middle and bottom funnel content specific approaches

(14:20) How content fits various growth motions in different companies

(18:45) Defining audiences and identifying sources of advocates and influences

(23:22) Writing for certain audiences and providing value

(26:30) Thinking about distribution from the very beginning

(30:54) Framework for content distribution through various platforms

(34:32) Creating for both reach and resonance

(38:00) Developing primary forms of content and structuring for various content channels and being authentic to those channels

(42:51) Looking at content marketing KPIs that signal utility and strength and tying to business metrics

(45:59) Where to find Amanda!

Ep. 75: A Land Acknowledgement (FREE SECTION)