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.

Lori Stout, VP of Marketing at PAR Technology, talks with Jeremy about using quarterly themes to organize content development.Highlights:How creating quarterly themes helps organize content teamsThe importance of flexibility when using quarterly themesWhy creating quarterly themes boosts creativity and team moraleLearn more about PAR TechnologyConnect with Lori on LinkedInMemorable Quotes:"We try to create a story or a theme that ties back to what we told the market we were gonna do, whether that's creating better integrations, whether it's creating a better customer experience. So we map that to the features and products that will be released that quarter and then kind of tell that story like it's a chapter in a book.""We take everything that we created from a content perspective, we look at the different chapters in the book, and then we align that to the data that we actually gathered from our platform, from all of the different restaurants that use our platform. And we say, hey, you know, we told you this was gonna be important. Here's how the data correlates to that. So that's kind of the closing chapter of the book.""So, plan a quarter in advance, kind of have a good idea what we're gonna do for the following quarter, but if our customers need us to go in a completely different direction, we have the flexibility to do that."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.

Navid Jafari, Vice President of Marketing and Communications at PeerNova, talks with Jeremy about using podcasting as a marketing channel.Highlights:What makes podcasting different from other content channelsHow to define podcast successWhat it takes to maintain a high quality podcastLearn more about PeerNovaConnect with Navid on LinkedInMemorable Quotes:"What's really, really cool about podcasting is that you very rarely put a podcast behind the gateway, right? And so the podcast is a fantastic opportunity for them to get to know you, for them to understand your points of view, for them to just casually hear you out.""I think podcasting is uniquely positioned to essentially be that sort of informal introduction about who the company is and what we're trying to accomplish.""I know sales people would probably say, no, you have to be more direct and assertive and all that stuff. A hundred percent agree. I think there is a time and a place for all that, but I think as marketers, people that live further up in the funnel, we just have to do a better job of being a guide as opposed to being sellers."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.

Kellie Walenciak, Head of Global Marketing & Communications at Televerde, talks with Jeremy about fusing your content marketing strategy with your company's mission.Highlights:How including your purpose in your marketing strategy can lead to unique contentWhy showing your purpose through content can improve business outcomesBalancing strong purpose with your business proposition when creating contentLearn more about TeleverdeConnect with Kellie on LinkedInMemorable Quotes:" We wanna know that the work we're doing has meaning. We want it in our personal lives, but I think to an increasing degree, we're seeing it in people wanting to have that as consumers as well.""So when companies are talking about purpose, we're kind of coming in as a partner and helping them build that kind of purpose driven partner ecosystem that's so important because companies are being looked at very differently.""It's always that leading with what it is we do and how we can drive business results and how we deliver exceptional services. And also we have this incredible team that's working with you, becoming an extension of your sales and marketing team. And by the way, you are helping them change their lives."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.

Jacob Warren, Head of Marketing at Waratek, talks with Jeremy about creating awareness of a problem to create demand for your product.Highlights:Why it is important to have a strong grasp on who your target audience isHow to approach educating your audience on a solution for a problem they don't think is fixableWhy hiring a subject matter expert can boost your content's valueLearn more about WaratekConnect with Jacob on LinkedInMemorable Quotes:"We are approaching the education from a jobs to be done perspective. So the jobs to be done for a decision maker is going to be drastically different from a practitioner and the things that they care about. Because of those, jobs to be done are also going to be different.""The content that you write to generate leads isn't necessarily the content that you write to create demand for a category that doesn't exist in your audience's mind yet. So you need to talk about your product a lot less and about the category a lot more.""You really have to provide that level of value in my opinion. If you don't, then you just kind of get lost in the noise of search engine results, the myriad of blog posts that get shared on social media."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.

Pam Didner, a B2B marketing consultant, producer, and writer, talks with Jeremy about scaling content across different regions.Highlights:What scaling content across regions actually meansWhen to simply translate content and when to completely rework itStrategies for communicating and collaborating with content teams in other regionsVisit Pam's WebsiteConnect with Pam on LinkedInListen to Pam's PodcastMemorable Quotes:" I want to talk about it from two different layers, if you will. One is kind of, how to work with your counterpart at geographies. The other one is really, you know, what are the types of content that you need to be aware to scale.""We modify the messaging and once you modify the messaging, everything's trickling down.""I don't believe that the ownership of content should be 100% corporate or 100%, say, at the geography level because if each geo creates their own content and they don't necessarily have a central force to have it communicate, it creates a lot of duplication and also inefficiency."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.