Sydney Fenkell, Head Of Marketing Communications at Proscia, talks with Jeremy about what content marketing teams can learn from other communications functions.Highlights:How marketers can work with internal comms to develop stronger employee engagementHow internal communicators can help B2B marketers better engage external audiencesStrategies to collaborate with internal comms, HR, and other departmentsLearn more about ProsciaConnect with Sydney on LinkedInMemorable Quotes:"What I've kind of found, just generally working in the comms capacity, is that my role is really to take the great work that our team is doing and get it out there to the world. That's kind of what makes for the most interesting stories. So naturally, I spend a lot of time talking to my colleagues across different areas just so that I have a pulse on what's going on.""The best way to build support for marketing or communications has been to demonstrate the value that it delivers. And once again, I need support from other people to be successful.""Kind of take a step back, consider who you might bring to the table for different initiatives, because you might find that there's some really unique perspectives that come from 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.

Jodi Cachey, VP of Content Strategy & Growth Marketing at Mediafly, talks with Jeremy about how content marketing adds value to companies navigating tough economic times.Highlights:The role marketers play in keeping companies running during leaner timesThe importance of tracking what matters, not just vanity metricsShowing people your value using the C.L.O.S.E. methodLearn more about MediaflyConnect with Jodi on LinkedInMemorable Quotes:"The best way to get them to care in an economic downturn is to kind of put your money where your mouth is and say, you know, quantify it.""We use a methodology called C.L.O.S.E. and that is challenge, loss, opportunity, solution, and evidence. So that's kind of how we structure all of our content. We never start with our solution. We start with, this is the challenge that we know you're facing. This is what it's costing you. This is the opportunity if you fix that challenge and this is how the solution will help you fix it. And then this is the evidence.""I think from my perspective, if the economy tanks and your team is still performing well and you're meeting sales targets, your value is pretty self-explanatory, 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.

Oliver Gelles, Chief Marketing Officer at OrthoFi, talks with Jeremy about sharing data and information as a content marketing strategy.Highlights:How sharing data can establish your company as an authority in your spaceHow to compel other companies to use your dataTips for developing a plan to share data and becoming a trusted authorityLearn more about OrthoFiConnect with Oliver on LinkedInMemorable Quotes:"Our strategy of building our brand has been around establishing ourselves as an authority. So we believe that we can actually improve outcomes, but in order to say, you can improve outcomes, you need to show what the before and the benchmark is and what the out outcomes are. And so we believe that we establish our authority by using data and establishing credibility.""It is one of our brand features is that everyone knows that we know all the data and that has driven a lot of indirect traffic back to us. Not just the traditional outbound, you know, sales and marketing effort and then response. But really that halo back to us, along with a whole number of other things."" If you have a product, and whether it's direct function or it's indirect function is to gather all kinds of actual data, consumer behavior data, anything like that, I believe that you can leverage it positively, not by being selfish, but being selfless." 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.

Brandon Moore, Director of Content Marketing at Vendasta, talks with Jeremy about creating a content production playbook.Highlights:What a content production playbook includesWhat uses a content production playbook has for all members of the content teamHow to begin the process of creating a content production playbookLearn more about VendastaConnect with Brandon on LinkedInMemorable Quotes:"We look at it as a documentation repository to guide the process and motions of our content team step by step. So it covers everything from blogging to thought leadership and amplification. And really the purpose of it is to supplement training and development of the content team.""The plays inside this book really describe in detail, like I said, step by step tactics that we use to ideate, create, edit, and publish content, as well as, you know, various other operations of the team. And we really leverage it to keep everybody informed.""Make it a priority. Use it as a single source of truth, right? Don't have all these documents everywhere, all across your Google Drive or your Dropbox. Keep it in one document and just consistently be looking after it and updating it."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.

Steve Keifer, Vice President of Marketing at Ordway, talks with Jeremy about applying the red ocean, blue ocean strategy to content production.Highlights:What red ocean, blue ocean means in relationship to contentThe best places to seek out blue ocean ideasBest practices for finding blue ocean ideasLearn more about OrdwayConnect with Steve on LinkedInMemorable Quotes:"One of the things that I've been exploring at the companies I've been at is like, how can we find new topics that nobody's writing about? The blue oceans, you know, the questions that our prospective customers are trying to get answers to that wouldn't show up in keyword research that maybe they're just asking one on one, but people don't even know about.""You almost have to have dog ears, I say, instead of just human ears to identify these types of blue ocean topics because the sales reps and other people that are on the call will just sort of disregard them, but they're nuggets of gold for us on the marketing side.""It's a little bit of a scavenger hunt. The way that I've been approaching it is just trying to block off a certain amount of time per week to look for those things and just make a habit of checking in or listening in on x number of calls per month." 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.

Matty de Castro, VP of Growth & Operations at VidMob, talks with Jeremy about the concept of intelligent creative.Highlights:What "intelligent creative" means and why it mattersWhat impact intelligent creative will have on B2B content marketingWhy marketers should consider implementing intelligent creative into their strategyLearn more about VidMobConnect with Matty on LinkedInMemorable Quotes:"Digital marketing was so focused, whether it be B2B or B2C, on creating those audiences and then optimizing based on the data you got from creating those audiences. Now, creative was always a component of it because creative is actually what you saw once you were targeted by one of those algorithms. But no one really knew how that creative was performing because it was always really based on an emotion.""You create competitive advantage for your business with data. And so the more data you have, the more competitive advantage you have.""I think the content, being able to cut through on these digital platforms and be relevant and then be understood and allowed to be optimized, I think is gonna be just incredibly important as we go into the next 10 years."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.

Jaclyn Robinson, Senior Manager of Content Marketing at Crunchbase, talks with Jeremy about turning your audience into content creators.Highlights:How to build an "external content engine" that empowers your audience to create and submit contentHow to manage crowd-sourced content for quality and consistencyAligning content created externally with your company's visionLearn more about CrunchbaseConnect with Jaclyn on LinkedInMemorable Quotes:"A lot of the way that we have built this, I guess contributed content engine, is by connecting and building relationships with folks that are in those audiences. So we do that, whether it's reaching out proactively and saying, hey, this is a person that our audience totally respects and we need to make a connection with them and see if we can maybe get some content out of that connection.""We get those people naturally coming to us saying, hey, you know, we love the thought leadership that you're sharing on this. We agree and we would love to be part of this contributor network that you are sharing, you know, people's perspectives on.""A big piece of what we do on the content team is kind of police that a little bit and say, this is a great piece and we love the company's story, but we also need to be thinking about the audience that we are trying to reach and how to make this piece of content particularly actionable for them."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.

Mary Gilbert, CMO at Folloze, talks with Jeremy about the role of buyer experience in content strategy.Highlights:How the relationship between the experience engine and content engine drives a rich buyer journeyDifferent content engine methods and how to know when to use themWhere data gathering may be currently underutilizedLearn more about FollozeConnect with Mary on LinkedInMemorable Quotes:"The content engine really combines persona, account data, opportunity stage, and behavior insights to deliver the best content based on the buyer stage and behavior. So it basically takes all that guesswork out of content strategy and delivery.""That experience engine is really designed to give them a tool that allows them to know where that customer is, know what they're interested in, know what they've been doing, and create a really exceptional experience. Whether it be a landing page or an event resource or an event page or a, you know, partner portal, but to be able to really be efficient and effective and not have to stand in line with the web team or the digital marketing team to get their content executed.""People are still so dependent on that website, but the reality is that 90% of digital content is delivered outside of the website."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.

David Markowitz, Director of Product Marketing at Stord, talks with Jeremy about creative uses of video in case studies.Highlights:Why modernizing case studies using video can make them more digestibleHow to effectively plan and execute a video case studyThe value of using more conversational media like video and podcastsLearn more about StordConnect with David on LinkedInMemorable Quotes:"Prospects want references. They want to hear real customer stories. So we really thought, why don't we just put some of our most interesting customers in front of the camera and let them talk so prospects can really hear from them rather than directly from us.""We almost try to make it as if you were at a cocktail party and you were talking to this guy and he was like, hey who are you working with? And he spends a minute or two telling you the story, that's sort of what we wanted to come through. So it's really, at the end of the day, it's much more sort of a conversational story.""It can't be we're gonna drop a couple podcasts and see how it goes. It has to be something that, I think if you're gonna do, you sort of need to be all in, like we're gonna commit. We're gonna do this on a regular schedule."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.

Roxie Elliott, Director of Content Marketing at DigitalOcean, talks with Jeremy about conducting research to create better content.Highlights:The value original research adds to creating more interesting contentHow research helps you stand outTips for content teams of any size to tell a compelling story using dataLearn more about DigitalOceanConnect with Roxie on LinkedInMemorable Quotes:"The thing about research is that it doesn't have to be super complicated. You know, even a 10 question survey sent out to maybe 500 respondents, or even if it's less than that, can provide really interesting, valuable content.""Maybe the first one, you know, is a little bit more effort than a standard article you might write, but I would say it's definitely worth it in the long run. And as you build up that process, it just gets easier and easier.""It really can be pretty evergreen content that you can refer back to. So you don't have to just write one blog post about it. You can refer to those stats. In future blog posts, you maybe can do a series of articles based on one study that you did because you might get enough data."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.