Content, Briefly

Tom Bangay, Senior Director of Content and Community at Juro, shares his journey from legal journalism to leading content strategies in legal tech. He delves into how Juro uses AI for contract management and the importance of understanding customer personas. Tom discusses the challenges of sourcing subject matter experts and the evolution of content from basic blogging to engaging community-driven resources. He also highlights the role of podcasts and video content in Juro's marketing strategy, particularly in connecting with in-house legal teams.

Araminta Robertson, Founder & Managing Director at Mint Studios, specializes in content marketing for the financial services and fintech sectors. She shares her journey of niching down to fintech clients and the importance of customer reporting to track ROI. Araminta discusses how to effectively integrate PPC with content strategies, the crucial role of keyword selection, and insights on transitioning from freelancing to running an agency. She also emphasizes the unique challenges of fintech marketing and the value of community building among marketers.

Amrita Mathur, VP of Marketing at ClickUp, shares her expertise in transforming freemium users into paying customers. She discusses the challenges of managing 70,000 freemium leads and the essential role of content in driving conversions. Amrita emphasizes the importance of understanding target audience pain points and tailoring marketing strategies into focused buckets. Additionally, she reveals how collaboration across various teams at ClickUp fosters a successful content creation process, ultimately enhancing user engagement and product quality.

Marketing consultant John Collins discusses content strategies for SaaS companies, learning from Intercom's trials, scaling content teams, evolving SEO strategies, future of content teams, challenges of working independently, and balancing writing with consulting.

John Collins, a marketing consultant with a rich background at Intercom and Ramp, shares insights on B2B SaaS content strategies. He dives into the evolution from content creation to fostering authentic expert insights. Collins highlights the significance of building diverse content teams and adapting strategies to engage different audience segments effectively. He also emphasizes the importance of recognizing audience feedback and nurturing a community for long-term success. His journey from journalism to consulting showcases how content can drive business growth.

CMO Andrew Davies discusses content marketing challenges, content attribution complexities, brand engagement through episodic video content, balancing specialized content with broad appeal, content's role in corporate acquisition, remote content production realities, and the path towards becoming a CMO.

In this episode of Content Briefly, we’ve interviewed Tom Shapiro,  Founder & CEO at Stratabeat, and Alexis Trammel, Chief Growth Officer at Stratabeat, and discussed their recent report on B2B strategies, how high-performing B2B SaaS companies acquire organic traffic, the effective tactics they use, and more.************************Timestamps:00:00 Intro01:32 Who is Tom Shapiro & Alexis Trammell?04:24 Stratabeat’s origin story.06:53 Evolving business focus.09:18 A six-year journey in an agency.10:50 Adapting to AI and market shifts with a data-driven content strategy.14:24 Methodology behind the annual content strategy survey.16:11 Content cadence and traffic growth.20:28 Balancing content strategy.22:22 Overcoming content production roadblocks.26:57 Integrating industry segmentation into SEO strategies.30:42 Strategies for optimized content performance.33:00 Tracking site visitors to optimize marketing strategies.35:08 The power of Original Research in content marketing.38:41 Learn more about Tom and Alexis and get in touch.39:09 Outro************************Useful Links:Website: https://stratabeat.com/2024 B2B SaaS SEO Performance Report: https://stratabeat.com/research/b2b-saas-seo-study/Tom on LinkedIn: https://www.linkedin.com/in/tomshapiro/Alexis on LinkedIn: https://www.linkedin.com/in/alexistrammell/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Ryan Law, Director of Content Marketing at Ahrefs, discusses leveraging LinkedIn for career opportunities, Ahrefs' content strategy, YouTube's B2B potential, and the realistic take on generative AI in SEO. He also reflects on his personal development journey, side projects, and the potential of AI in transforming Slack archives. Ryan shares insights on scaling content with caution and key takeaways from the Brighton SEO conference.

Senior Editor at Slack, Sara Yin, delves into content marketing at tech giants, sharing insights on Slack's evolution, lessons from Intercom and Shopify, and the importance of diverse voices in building a rich content library. She also discusses Slack's content strategy post-Salesforce acquisition, lessons from Jeff Bezos, and keeping content creative in an SEO-driven world.

Hannah Geise, Senior Content Manager at BentoBox, brings her extensive experience from the food and hospitality industry to the conversation. She shares insights on how technology is reshaping restaurant management and marketing. Hannah discusses BentoBox's multifaceted content strategy encompassing brand and SEO while emphasizing community engagement post-pandemic. She also highlights the importance of data-driven content creation and effective customer retention techniques, as well as personal success skills like time management that drive productivity.