B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

John Perry, VP of Marketing & Communications at AutoGrid, talks with Jeremy about creating courageous content.Highlights:The benefits of creating courageous contentWhy people are afraid to take a chances with contentStrategies for balancing the risks and the rewards of creating this type of contentLearn more about AutoGridConnect with John on LinkedInMemorable Quotes:"It's that kind of part of the story that I think sometimes we would pull back from as marketers or communicators, but that we really should be leaning into.""I think sometimes we tend to hedge our bets a little too strongly and we all end up sounding very similar or the same.""We have this kind of herd mentality as corporate communicators and marketers and we tend to look around and say the things that we know aren't gonna get us into hot water. And we often, I think, find ourselves in kind of communications environments that tend to mythologize the great mistakes."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Courtney Roe, Director of Content Strategy at Acquia, talks with Jeremy about doing a content audit.Highlights:What a content audit includesWhy company buy-in is necessary for a content auditImportant team members to include in your content auditLearn more about AcquiaConnect with Courtney on LinkedInMemorable Quotes:"I think a content audit is worth doing because you can start to gain organic traction, and for me, being able to win traffic and leads and all of that for free almost, um, without having to pay for it for paid search or, um, paid marketing. I mean, that's my big goal, honestly, is so that we can try to do as much as we can organically.""I'm a big proponent of doing more with less and so I feel like if you've got a content audit and you're in tune with what's in your content archives and your content arsenal, I guess, then you can really go out there with what you like more targeted, information and resources that are really in line with what you want and where you want your company to be.""I would really highly recommend getting somebody who's skilled in technical SEO and has that knowledge and those capabilities and the ability to tap into those different software programs too, to pull everything, so that you're not necessarily investing in that in your company because that can get kind of pricey."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Jason Cardillo, VP of Experience and Digital Marketing at Emplifi, talks with Jeremy about managing a merger of teams as a marketing leader.Highlights:Why it's important to keep roles and priorities clear during a mergerHow to maintain strong communication working with a remote teamThe importance of flexibility during a mergerLearn more about EmplifiConnect with Jason on LinkedInMemorable Quotes:"No matter how well you do a merger, there's always going to be some chaos in that environment, a lot of it from outside where you are. So as people leaders, right, we need to think about, you know, how do we keep stability for our team?""Having people like that in your team, who are willing to listen, willing to learn, willing to try new things, is really valuable and that's really helped us get to probably even a better process than, you know, either side of the house had had before.""All things being equal, we will always pick the candidate that is more open-minded and more flexible because the world's gonna change, right? And you need to have that flexibility built-in to be able to adapt to new environments."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Per Ohstrom, Partner and fractional CMO at Chief Outsiders, talks with Jeremy about developing customer personas.Highlights:Why customer personas are importantStrategies for developing accurate customer personasAssembling a team to develop customer personasLearn more about Chief OutsidersConnect with Per on LinkedInMemorable Quotes:"I think marketing segmentation is a hugely important activity for companies to do. They can't be everything to everyone.""The persona is really good and really helpful for preparing for the call. But when you do the actual call, you know, presentation or phone call with the client, you have to leave everything behind and really listen to what they're saying.""It is possible to go too much down a rabbit hole if you make a persona too detailed."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Christina Minshull, Global Head of Marketing & Design at Stocksy, talks with Jeremy about launching a global social strategy.Highlights:Why you should go where your audience already is and not try to pull them to other channelsThe importance of testing to figure out what resonates with your audienceHow amplifying underrepresented voices the right way can improve the quality of your contentLearn more about StocksyConnect with Christina on LinkedInMemorable Quotes:"When I was approaching building this, I really took the time to get to know the organization, get to know both our staff and our contributor side, get to know our artists, their wants, their needs, and interview a lot of our clients to kind of truly understand our audience before even starting a social strategy.""I think social media can be this powerful community where you can get inspiration for your brand, for your products.""There's a lot of conversations on the currency of trust and how that's super, super important in building a holistic brand and I think it's becoming even more important."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Erika Childers, Director of Content & Brand at Tackle.io, talks with Jeremy about building a category narrative.Highlights:What building a category narrative entailsHow category narrative compares to thought leadershipWhy feedback is an important part of the evolution of building a category narrativeLearn more about Tackle.ioConnect with Erika on LinkedInMemorable Quotes:"Category narrative is really the bigger story that you're telling about quite literally the category that you're creating that doesn't exist.""It's really taking a look at what the world has been like without this category or, for disruptors, kind of why the status quo is no longer working and then really building a vision of what it will look like in the future.""If you have a unique voice or a position on something, you can create thought leadership content that tells sort of a bigger story. Maybe it's more visionary, but the two aren't exactly the same. I think category narrative is a form of thought leadership, but it takes on a much bigger point of view of the market."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Tania German, Director of Marketing at seoClarity, talks with Jeremy about avoiding content chaos.Highlights:What creating content with unique value actually meansLeveraging your company's expertise to avoid content chaosHow focusing in on your target audience allows you to create more unique and meaningful contentLearn more about seoClarityConnect with Tania on LinkedInMemorable Quotes:"Really the depth of that data and how that surfaces those actions you need and the uniqueness to help you develop that quality content that doesn't create this idea or this concept that we kind of have of content chaos. Just creating content that everyone else has already created to try to rank better than them in the search results.""We set our objective to really understand what our target audience demands or what they're really looking for. You know, there are billions of searches every day and we're looking to try to find out who our target audience is and what they are looking for.""There's just too much content on the internet for the user to consume, even your target audience."The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Jim Hopkins, Revenue Architect at Winning by Design, talks with Jeremy about why gating content isn't working.Highlights:Reasons gating content is not effectiveGoing for quality over quantity in lead generationHow to know if your content is working without gatingLearn more about Winning by DesignConnect with Jim on LinkedInMemorable Quotes:"They don't care about making you look good to your boss. They don't care about keeping your SDRs busy. In fact, they would prefer that your SDRs were not busy and not bothering them. So yeah, I think there's just a disconnect between what we want as marketers and what buyers want ultimately.""Ultimately, I think what we've seen, what I've seen in my history, what most marketers probably have seen, because it misaligns with buyer's preferences, they do things to kind of subvert process.""When you gate content, you're asking for something before you've even given them anything." The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Rish Bhandari, Founder and CEO of Content Beta, talks with Jeremy about strategies for creating video content across the funnel.SEND FULL VIDEOHighlights:Why a company spokesperson can add value to top of funnel contentWhy different stages of the funnel require different video contentHow to sustain the quality of your video content throughout the funnel and beyondLearn more about Content BetaConnect with Rish on LinkedInMemorable Quotes:"No longer the features are going to separate you A versus B, right? Nobody's gonna say, hey, A has more features than B. We will always catch up, maybe a month or two later. But what they can't copy is the way they acquire customers, the way they make them feel, the way they retain them, right?""Content plays a key role in order to communicate with customers even beyond your product.""I see a lot of people focusing on, hey, this is what I am. What I see missing is the story part, right? I mean, videos are videos because they connect emotionally and it's very engaging. And the way to continuously capture that attention is by telling them a story, right?"The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Jack Foster, VP of Marketing at WorkRamp, talks with Jeremy about discovering your unique content voice.Highlights:Combining your mission with the voices of your customers to create your unique voiceMelding content ideas with your voiceHow establishing a voice ensures continuityLearn more about WorkRampConnect with Jack on LinkedInMemorable Quotes:"So kind of taking all these inputs, customer insights, what sales is talking about, insights they're getting from prospects and customers, subject matter expertise, and then we figure out the best way to go out and kind of answer those questions or put out a point of view on it.""I think it's super important to use the language that your customers and prospects are using because then it is more credible.""We look for those types of opportunities where it's like, okay, we know this is a challenge, how are people actually talking about this and how can we bring that through?"The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.comThe B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.