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.
37:45
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Quick takeaways
- 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.
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