Content, Briefly Mutiny: Stewart Hillhouse's "owned audience" framework
Sep 18, 2023
Stewart Hillhouse, the content marketing lead at Mutiny, emphasizes the importance of building trust over prioritizing SEO. He advocates for an 'owned audience' approach, focusing on personalized experiences rather than chasing metrics. Hillhouse delves into the power of authentic community-building in SaaS, stressing transparency and collaboration as key elements. He also discusses how personalization can enhance user experiences and suggests innovative content creation techniques, underscoring the importance of adapting to market changes.
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From Forestry to Content Marketing
- Stewart Hillhouse's career began in forestry, but he transitioned to marketing by starting a podcast.
- Interviewing marketing professionals led to his first content marketing role, demonstrating the power of content.
Hand-to-Hand Content
- Create hand-to-hand content rather than generic SEO content when your target is senior marketers.
- Senior marketers don't Google basic questions, so personalized content delivered directly is more effective.
Content's New Focus
- Content marketers need to focus on direct pipeline impact, not just page views, due to recent market changes.
- Tighter budgets and unpredictable traffic sources like SEO require content that demonstrably influences revenue.