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

The basic idea of content marketing is to publish stuff that's not all about your products and services but instead about your audience, their problems and pain points. At this same time, though, content DOES need to point to, or maybe gesture towards, your brand and your solution. Which can be tricky. How do you create content that's not so product and brand focused as so come across as overtly sales-y, while at the same time making a clear connection between the educational content you're publishing and your brand. To help us unpack this challenge, my guest is Dale Harrison, founder of Inforda Life Science Services, a life sciences marketing agency.The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

Adam Robinson, founder of Strategexe and Markexe, shares insights on creating unique and valuable content that differentiates. They discuss the challenges of standing out in a saturated market, the importance of adding a personal touch, and the value of human touch in content creation. The podcast also highlights the significance of reflecting the author's unique perspective and thought processes in engaging content. Additionally, they touch on the launch of a new marketing agency called Mark X and the challenges of differentiation and execution in content marketing.

So, you have an idea for what you're sure will be a killer new business. The first thing you should do is build a website, right? I mean, how else will people be able to find you? Sure, there's still a lot of stuff you need to figure out, but you can always update the website as you go.Or, maybe not. Maybe a website ISN't the first thing you need. In fact, maybe it's more like the LAST thing.To help us unpack this, my guest is Luke Netti, a website strategist and Webflow specialist. The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month's worth of thought leadership video content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

Demand gen.Lead gen.What do these terms mean, what's the difference, and which is more important for B2B marketers?In this episode, ⁠Deanna Shimota⁠, founder and CEO of ⁠Growth Mode Marketing⁠, talks about why b2b marketers should prioritize demand gen over lead gen and what it looks like to build a high-powered demand gen engine. Check out Dianna's podcast, ⁠The Demand Gen Fix⁠. The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-making video content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

ChatGPT has taken the world of marketing by storm, for better and for worse. And by worse, I'm referring to all sorts of questions about privacy and the accuracy of information, intellectual property rights, deep fake technology, and on and on.In short, AI presents us with incredible and tantalizing possibilities, but also with a lot of risks, many of which we're only just beginning to understand. And if you're a B2B marketer and you're using AI or you're going to use it, you need to be aware of those risks and understand how to mitigate and avoid them and the consequences if you don't. So to help us unpack all of this, my guest today is Susan Peich. Susan is head of marketing at Monitaur, a platform that provides software that delivers responsible and ethical AI model governance from policy to proof. Hosted on Acast. See acast.com/privacy for more information.

One of the tenets of good copywriting is that you must have a strong "hook." Something to grab the reader's attention and keep them reading. At least, that's advice you commonly hear. But what is a "hook", exactly, and is using one the best or only way to get attention?My guest today has a problem with the concept of the "hook," and he's here to tell us why. Derek Pollard is the owner of Constellar Creative, a marketing and thought leadership agency for financial planners. Derek is also a highly acclaimed and published poet and has taught writing at the university level for many years.The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-making content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

Back in the good old days, when interest rates were super low and money was cheap, most tech startups were in full-on growth mode, using all that sweet sweet VC money to grab as much market share as possible and worrying about profits later. But today, when access to cheap capital has dried up, those same startups have had to pivot on a dime and start making a profit! And so, marketers at those companies have had to pivot, too, while seeing their budgets cut and headcount shrink.Adapting to that new reality is not easy or simple. And my guest today is here to share his experience. Mitch Solway is a fractional CMO who works with early and growth stage startups. Hosted on Acast. See acast.com/privacy for more information.

Once upon a time, in the olden days, sales held the key to b2b growth. If buyers wanted to learn about a product or service, they had little choice but to talk to a salesperson and hope for the best. More recently, since the rise of the internet and social media, marketing grabbed the keys, cranking out and endless stream of blog posts and white papers and ebooks and videos to engage the large percentage of buyers who prefer to do their own research before talking to anyone in sales. Over the past few years, especially in world world of SaaS, a new contender has emerged: product-led growth.What is product-led growth, exactly, how does it work. and what roles do b2b marketers play in it?My guest today is Steve LaChance, founder of discernr, helping companies with product market fir for product led growth, and author of the book Marketing for Product Led Growth: become a company leader through credibility and empathy.Steve shares a lot of great stuff on how b2b brands can make product-led growth work to drive revenue.The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

There was a lot of hype around generative AI when ChatGPT debuted, how it was going to replace human writers and so on.But now that the dust has settled a bit, I think there's a growing consensus that AI isn't quite ready to take over for human writers and other creators. Which begs the question, what exactly IS gen AI good for?To help us answer this question, my guest is Brad Smith, a serial entrepreneur who owns three companies, codeless, wordable, and uSERP, all in the b2b marketing space. Hosted on Acast. See acast.com/privacy for more information.

YouTube is a mysterious beast. At least, it is to me. It's one of the world's most powerful search engines, yet the vast majority of videos get very little engagement. Which might be just a little concerning if you spend a lot of time and money producing video content. What keeps all of us on the video bandwagon, I think, is the vast POTENTIAL for leveraging video and YouTube as a marketing channel.My guests for this episode, Matt and Ben Tompkins, co-founders of Two Brothers Creative and co-hosts of the Midwest Mindset Podcast, are hear to demystify YouTube and to help us get the most value from it as a marketing tool.The B2B Content Show is brought to you by ⁠Connversa⁠, helping you create a month's worth of attention-grabbing content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.