Mutiny: Stewart Hillhouse's "owned audience" framework
Sep 18, 2023
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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.
Stewart Hillhouse emphasizes the superiority of nurturing an owned audience over traditional SEO by fostering personalized communication closer to the buying journey.
The creation of community spaces allows marketers to share insights and build relationships in a non-transactional environment, cultivating trust and leadership.
Deep dives
Targeting the Right Audience
The focus on targeting an audience closer to the buying journey is essential in marketing strategy. Senior marketers are generally not searching online for technical optimization queries, as these prospects are too distant from making a purchase decision. Instead, nurturing personalized communication through owned channels, like newsletters and community events, can engage the right decision-makers more effectively. This approach ensures that the content and messaging resonate well, increasing the chances of conversion.
The Role of Personalization in Content Marketing
Personalization significantly influences content creation and marketing strategies. By tailoring website experiences based on visitors' specific information, companies can improve engagement and conversion rates. This contrasts traditional SEO-driven content strategies, as personalization is more dynamic and relevant to the audience's circumstances. Utilizing playbooks that detail real-world examples of effective personalization serves to both educate and inspire marketers to adopt similar practices.
Building Community Through Owned Content
The development of community spaces, like M2, creates a platform for marketers to share insights and challenges. This approach emphasizes the importance of fostering relationships without the pressure of immediate sales conversions. By organizing informal meetups and discussion groups, marketers can freely exchange ideas and experiences while knowing they are part of a supportive ecosystem. This strategy cultivates trust and positions the company as an industry leader without appearing overly transactional.
Metrics and Success Measurement
To gauge the effectiveness of content efforts, metrics like booked meetings and website visitor conversions are vital indicators. Tracking performance across multiple channels, including inbound and outbound strategies, allows for a comprehensive view of what drives success. Leveraging data visualization tools, marketing teams can gain insights into campaign performance, facilitating more informed decision-making. The alignment of teams around shared objectives ensures everyone is working towards common goals, enhancing overall marketing efficiency.
On episode #24, Jimmy speaks with Stewart Hillhouse from Mutiny. They discuss:
- Mutiny's long-term approach to building trust - Why Stewart eschews SEO in favor of an owned audience approach - Why he doesn't milk content or community for metrics