B2B Marketing with Dave Gerhardt
#172: Content Strategy | Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close
Sep 2, 2024
Chelsea Castle, Head of Content and Brand at Close, brings her B2B SaaS expertise to the discussion. She highlights how integrating internal knowledge can create a content goldmine. Repurposing various media forms is essential for maximizing value. Chelsea emphasizes the importance of authentic content that aligns with SEO strategies. She also shares innovative ways to measure engagement and the balance between brand-driven and keyword-focused content, advocating for long-term audience engagement over quick wins.
53:44
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Quick takeaways
- Leveraging internal knowledge through collaborative workshops can create a cohesive content strategy that aligns with brand identity and objectives.
- Repurposing different media formats, such as podcasts and webinars, maximizes content value and enhances audience engagement across platforms.
Deep dives
Maximizing Lead Conversion with Calendly
In B2B marketing, speed to lead can significantly affect conversion rates, and integrating tools like Calendly on company websites facilitates this process. Calendly allows users to book meetings directly from website forms, removing lengthy follow-up phases, which ensures that leads are engaged while they are most interested. This immediate booking capability can connect prospects to the right sales representatives at the right time, thus enhancing the sales handoff experience. Companies like Smith.ai and Katalon have already reported substantial increases in website bookings and conversion rates through strategic use of Calendly.
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