The Marketer's Journey

Matthew Grant, Director of Content Strategy at Aberdeen Group, joins the Content Pros Podcast to discuss the power of third party content to engage, convert, and keep customers.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why convincing content means sourcing it from outside your company The power of surveys in curating relevant content How content more often leads to identifying where a buyer is in their journey instead of pushing them along the funnel Why finding out what your customers consider valuable is easy yet rarely done   Resources Matthew Grant on Twitter: @MattTGrant Aberdeen Group MarketingProfs B2B Forum 2016   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

David Fortino, Senior VP of Audience and Product at the Netline Corporation, joins the Content Pros Podcast to share his approach to achieving lead gen success with content distribution and personalization. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why the quality of lead gen no longer means aquiring appropriate contact information How aiming for personalization leads to gathering data that drives content that converts Why taking your content to the next level of personalization means moving beyond personas How relevant content shaped by data and client insights leads to moving your brand ahead of the competition   Resources David Fortino on Twitter: @David_Fortino NetLine Corporation Case Study: Self-Service Solution Accelerates Agency's Lead Generation Services with Content Syndication   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Rick Wion, Senior Director of Consumer Engagement at The Kellogg Company, joins the Content Pros Podcast from CMWorld to discuss how creating conversations with consumers inspires content, and the variety of approaches he takes to share a story. Special thanks to our sponsors:-Oracle Marketing Cloud-Uberflip: Flip the Switch-ClearVoice Convince & Convert:The Business of Story  In This EpisodeHow to manage your brand's reputation based on the quantitative research of what your audience wantsThe variety of approaches you can take to tell amazing storiesHow building brand reputation increases revenue What the key differences are in audience reach between a microsite and social media platforms  ResourcesRick Wion on Twitter: @rdublife Kellogg’s Open for Breakfast McDonalds Our Food, Your Questions5 Things I Learned Visiting a Farm   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Dan Levy, Content Director at Unbounce, joins the Content Pros Podcast to discuss how Agile methodology can transform and re-energize content marketing teams into conversion machines.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode How the traditional marketing channel structure leads to bumping against each other and wasted resources Why agility means being able to accomplish objectives without needing to go outside the squad How cross-functional teams lead to a deeper dive into understanding the buyer's journey The importance of super-groups in cross-team communication   Resources Dan Levy on Twitter: @danjl Unbounce Call to Action Podcast Walk Before You Sprint   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Justin Levy, Director of Social Marketing at Citrix, joins the Content Pros Podcast to share how Citrix cultivates content to fill 80 blog posts per month while pushing free SEO real estate through Wikipedia.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode How an open publishing system for internal content leads to a decrease in employee advocacy and engagement Why a consistent voice for a corporate blog means maintaining consistent voices for different personas The dangers and advantages of tagging How incorporating Wikipedia management into marketing leads to a deep SEO strategy   Resources Justin Levy on Twitter: @justinlevy Citrix's Facebook, Twitter, Instagram, YouTube, Wikipedia, and Blogs   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Mike Stiles, Global Content Strategy Manager for IHG, joins the Content Pros Podcast to discuss the fine art of overseeing and managing content for multiple brands. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story In This Episode How juggling multiple brands can lead to content chaos Why empowering your enterprise means stepping back and acting more as a consultant than a manager How your brands can lead your content to success Why developing a solid marketing plan means investing in content Resources Mike Stiles on Twitter: @mikestiles IHG The Color of Discovery for Hotel Indigo Content Marketing Quickie Hug Your Haters Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Allen Gannett, CEO of TrackMaven, joins the Content Pros Podcast to discuss navigating and avoiding the terrifying reality of an explosion in content quantity that is leading to decreased engagement.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why the explosion in content quantity does not mean a similar increase in engagement How relevance leads to content that is powerful and impactful How evergreen content leads to long-tail reports that draw customers back every year Why focusing on essential channels means being ok with a smaller quantity of content that has bigger impact How the nonstop stream of innovation in marketing can make or break your career   Resources Allen Gannett on Twitter: @Allen TrackMaven The Content Marketing Paradox Report   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

David B. Thomas, Senior Director of Inbound Marketing at Leadspace, joins the Content Pros Podcast to share his approach to mining data for effective and motivating content that generates leads and closes sales.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why effective content marketing means taking the information you already have and customizing it for your audience How careless and shallow personalization leads to a decrease in content efficiency Why successful account-based marketing means having a vigorous content marketing plan How up-to-date customer data leads to more accurate content   Resources Stat of the Week: The average corporate database is 50-70% out of date. David B. Thomas on Twitter: @DavidBThomas Leadspace   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Jay Baer, President of Convince & Convert, joins the Content Pros Podcast to discuss converting haters into advocates, mining complaints for impactful and effective content, and the profitable power of a focused customer retention plan.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why thinking through to customer retention means creating content that embraces feedback How creating content solely for customer acquisition leads to a decrease in revenue Why cultivating current customers means built-in advocacy between sales and marketing The power and relevance of customer service to content creation Why the public forum of social media griping means a huge opportunity for businesses   Resources Stat of the Week: 40% of B2B revenue comes from existing customers, yet they're only spending about 2% of their budget on customer service. Jay Baer on Twitter: @jaybaer Hug Your Haters Growth Hacker Marketing KLM Lost & Found Service Social Pros Podcast   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Brian Miske, Chief Marketing Officer at KPMG MSLP, joins the Content Pros Podcast to discuss the power of content to influence strategy, shape and extend consumer conversations, and ultimately drive market changes.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why success means strategically thinking of content as a filter How conversational content leads to shaping the market Why understanding your consumer's values means keeping in mind a large number of personas How understanding strategy behind the conversations leads to winning content Why marketing today means creating and extending two-way dialogue via multiple channels The communication concept of 30/3/30   Resources Stat of the Week: Despite new challenges, CEOs confident in growth through transformation Brian Miske on Twitter: @BGMiske KPMG MSLP   Visit ContentProsPodcast.com for more insights from your favorite content marketers.