One of the biggest issues in b2b content marketing is ROI. Specifically, attributing revenue growth to to all the blog posts, videos, ebooks and other pieces of content you publish. It's hard, even damn near impossible, to draw a straight line between content marketing activity and growing the bottom line. Which can make it challenging to make the case for content marketing when it comes to budgeting and headcount.There's no magic formula or simple fix. But today's guest is here to explain how he handles the ROI issue at his company.Ira Belsky is co-founder and co-CEO at Artlist, a creative technology company providing high quality assets for video creators.Ira describes how being a bootstrapped company forced him to prioritize ROI and practice brandformance, a mashup of performance marketing and brand marketing.https://www.youtube.com/@artlist_io/featured Hosted on Acast. See acast.com/privacy for more information.

There been a lot of turmoil surrounding the company formerly known as Twitter, now called X. And apparently, at least some B2B brands have left the platform. If you run marketing at one of those companies, or your company is thinking about leaving the platform, you may be wondering if that's a good idea and, if it is, where you should focus your social media efforts instead.With us today to explore those question is Stephanie Schwab, founder and CEO of Crackerjack Marketing.We get into why B2B companies are leaving Twitter and how they can get more value from being active on LinkedIn.The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in just 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

I'm a gen Xer. When I was in the bloom of youth, being gen X was as cool as it got. But now, of course, it's been a long time since my generation has been surpassed in the coolness department ... first by Millenials, which I guess are gen Y ... and now by Gen Z! Members of the Z generation are many things, for better and for worse. One thing they definitely are is very much online, and online they are masters are the meme -- those repurposed images and video clips with witty captions that spread across the internet like a Canadian wildfire. Before long, and in some ways already, Gen Zers are going to enter the workforce in droves and occupy positions with buying power. And so it behooves content marketers to have a strategy for using memes in their marketing strategies.That's what's inspired my guests today. Jacob Nomafo and Jonah Blackburn are co-founders of LucidMeme, a company that helps brands build relationships between businesses and Gen Z through humor, using memes to capture attention and build brand awareness.Jacob and Jonah talk about why they were inspired to create Lucid Meme and how b2b marketers can use memes to engage a Gen Z audience.The B2B Content Show is brought to you by Connversa, a podcasting agency that helps B2B brands start podcasts to build relationships with prospects and referral partners and create better content. Hosted on Acast. See acast.com/privacy for more information.

We can all agree that the best content strategy is one that aligns with your growth strategy. After all, you're not creating content just for the hell of it. It's a means to an end--the end being to get the attention of prospects and, ultimately, drive growth. But that's easier said than done. Many content marketers find themselves trapped in the infamous content hamster wheel, churning out blog posts and ebooks and social posts with no clear ROI.My guest today is here to help us escape the hamster wheel! John Vetere is CEO of Vetere & Associates, a firm that works with clients through coaching and consulting, strategic marketing, and hiring, to help them grow.John offers lots of hard-won insights about how to align content strategy with growth strategy.The B2B Content Show is brought to you by Connversa, a b2b podcasting agency that helps brands create podcasts to build relationships with prospects and referral partners.John's Contact: 978-360-2990 Hosted on Acast. See acast.com/privacy for more information.

B2B content marketing has been going strong for a while now. In fact, it's become so dominant that even before ChatGPT, there was a prevailing sense that there's TOO MUCH CONTENT! Now, with generative AI enabling every content marketer and their mom to crank out even MORE content at warp speed, it's harder than ever to break through the noise with content that actually gets the attention of your audience.It's enough to make you wonder ... have we reached an inflection point in the evolution of content marketing? Are we at a point where B2B brands will begin to pivot away from content marketing towards ... something else?That's the gist of a LinkedIn post that caught my eye a few weeks ago, written by Mark Evans, a fractional CMO and founder of Marketing Spark, a B2B marketing agency specializing in brand positioning and messaging.Mark returned to the podcast to discuss where content marketing is and where it may be headed.The B2B Content Show is brought to you by Connversa, a digital content agency that helps you create a month's worth of authority-building content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

Becky Lawlor, an expert in in-house research methodology, discusses the importance of starting with clear research goals, crafting effective survey questions, and analyzing data for storytelling. They also explore the significance of conducting in-house research and potential missed opportunities. A must-listen episode for anyone looking to collect high-quality data for great content!

Something I've realized recently is that I've turned into an old fogey. The fact that I just used the term "old fogey" is one sign of that! What I mean is that I'm old enough that I look at younger generations and I'm just kinda mystified. It was all I could do to get my head around Millenials and what they're all about, when here comes Gen Z, ready to take over! I have Gen Z kids, so I have some clue.They're very much online ... they spend a ton of time on social media and on their phones ... Where the existential threat when I was growing up was nuclear war with the Soviet Union, theirs is climate change. A lot of Gen Zers in the West aren't so sure about capitalism ... The list goes on.All I know is that, if you're a B2B marketer, you're gonna need to understand Gen Z and what motivates them, because before long they're going to be in the workforce in a major way. My guest today is here to help us understand Gen Z and how B2B brands need to be crafting marketing strategies aimed at them.Ian Baer is the founder and chief soothsayer of sooth, a marketing platform and consultancy that helps brands better understand how their prospects and customers make buying decisions.We drill down into what makes Gen Z tick, what motivates their buying decisions, and what B2B marketers need to know to create content that stands the best chance of converting Gen Z prospects into customers.The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority building content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

There's a lot that goes into being a great podcast host. And there's ALSO a lot that goes into being a great podcast guest! Sure, you can just show up and wing it; some people are good at that. But the right kind of preparation can elevate you from being a solid or even really good guest to being a GREAT guest that podcasts want to have on their show again and again.Mike Begg is Co-founder and CEO of AMZ Advisers, a firm that helps brands and manufacturers grow their Amazon sales channel, has had lots of practice appearing on podcasts and is with us to share some tips for how to be an amazing podcast guest.We talk about pitching yourself to podcast producers and hosts; preparing to record; delivering a great performance, and much more.If appearing as a guest on podcasts is part of your marketing plan, don't miss this episode!The B2B Content Show is brought to you by Connversa, a thought leadership content agency that helps you create a month's worth of authority-building content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

I'm a big advocate for podcasting as a marketing channel, as you know. But I know that it can be a big lift for companies to get a show up and running and to build an audience. Podcasting is especially challenging for solopreneurs, who on top of running their business have to learn how to run a podcast and be a podcast host! Hats off to any solopreneur who can make it work, because podcasting can add tremendous value.I'm very glad to have with me today one such entrepreneur, Olivia Luper! Olivia is the founder of Lexicon Advisor Marketing, a digital marketing agency for financial advisors. Her podcast is called Get Advisorfit, where Olivia talks with financial consultants and industry experts about marketing strategy and business growth.Olivia describes her podcast production workflow and shares what she's learned about what works and what doesn't work for running a podcast as a solopreneur.The B2B Content Show is brought to you by Connversa: Create a month's worth of premium content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

SEO makes me feel a little guilty.Because I know it's important and that I probably should being doing a better job on SEO.Part of my problem, I think, is that when I have looked into SEO, it feels just complicated and time-consuming enough that, and I feel just intimidated enough, that I don't do anything about it. One thing that's helped recently, though, is a discussion I had with SEO expert Kevin Roy, CEO of Greenbanana, an SEO and digital marketing agency, about the Pareto principle, also known as the 80/20 rule and how it applies to SEO.The 80/20 rule, as you probably already know, states that, on average, 80% of the output you get from a given system is determined by 20% of the input. It's useful for deciding where to focus your attention and efforts.And just like any other system, when it comes to SEO, some tactics and strategies drive more results than others. In this episode, Kevin provides the low down on which SEO tactics provide the most bang for the buck!The B2B Content Show is brought to you by Connversa: Create a month's worth of premium content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.