Content, Briefly Apollo.io: Robyn Showers on content differentiation
Oct 29, 2024
Robyn Showers, Director of Content Marketing at Apollo.io, shares her journey from journalism to thriving in content strategy. She discusses Apollo's innovative content programs, including their unique approach to writing and publishing a sales enablement book. Robyn highlights how Apollo leverages data for better communication between marketing and sales teams. The conversation delves into adapting content strategies amid industry changes and the importance of community engagement in effective content marketing.
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Career Path
- Robyn Showers's career began in copywriting at a publishing house, then an ad agency.
- She transitioned to the marketing side after reading the HubSpot blog and later joined the company.
Apollo.io Target Market
- Apollo.io targets revenue teams, including sales, marketing, and revenue ops, at small to mid-sized businesses.
- They cater to both experienced sales professionals and those new to sales.
Content's Purpose
- Content at Apollo.io should be immediately applicable to sales.
- Every piece should help salespeople make more money.