If you had to rank content types from most valuable to least, you'd probably put video right at the top, or at least near the top. That's what most of the surveys and state of the industry reports say, anyhow.But when you start to explore video, you soon realize that it's complicated! There are different types of videos ... some work better than other for certain platforms. One of the most popular is the short-form, vertical style video -- Instagram calls them reels, YouTube calls them Shorts, Tik Tok calls them ... Tik Toks!Why is this style of video so popular? Should you be producing video shorts? If so, how does that work?To help us get some answers I had a great chat with Corey Alderin, CEO and Founder of SermonShots, a video clip production platform for Churches and other organizations.Corey has a lot to say about why short-form videos are so effective as top-of-the-funnel content, how algorithms help drive their popularity, which production and editing styles work best, and much more.If you're interested in getting into short-form video, this episode is a must listen! Hosted on Acast. See acast.com/privacy for more information.

We've talked many times on the show about the value of podcasting as a content marketing strategy. A big part of the value is using a podcast as a way to get to know people who can help you grow your business--potential clients and referral partners, current customers, and so on. But for those who aren't already using podcasting in this way, it might not be clear how it works ... How do you get people you don't already know to be guests on your show ... How do you turn prospects into customers if you don't actually talk about your solution on the podcast ... And how do you build on the relationships you build with podcast guests once the recording is done?My guest today is here to help answers these questions and more! She is Liat Kozuch, field marketing lead at Hyro, an adaptive communications platform for enterprise brands, and host and producer of Hyro's podcast, Patient Journey Pioneers.Liat shares the inside scoop on how she invites high-level guests on to the podcast and why they almost always say "Yes!"If you're a podcast or curious about how podcasting can get you time with anyone you want to get to know, don't miss this episode!The B2B Content Show is brought to you by Connversa, a digital content agency that helps B2B brands create a month's worth of content in only 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

If you're a content marketer, you probably know the name Rand Fishkin.He's founder of Spark Toro, and basically a go-to source for innovative ways of thinking about and doing content marketing. Anyhow, Rand published a blog post this past April titled "AI-generated content is the new floor."The post can be summed up in a single sentence: "If your content isn't better than what AI can produce, it's not worth making."I came to Rand Fishkin's article by way of another article, "The Future of Content Marketing: Five Predictions," written by Chad S. White, head of research for Oracle Marketing Consulting, and an expert on email marketing, and the author of the book Email Marketing Rules, now in it's 4th addition.Chad mainly agrees with Fishkin and takes the discussion further, arguing that while generative AI is useful in all sorts of ways, we have to be very careful to not use it in ways that rupture the trust factor that's so important in connecting with an audience and, ultimately, converting curious prospects into paying customers.The B2B Content Show is brought to you by Connversa, a digital content agency that helps you create a month's worth of premium content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.

Thinking "outside the box" can be a double edged sword.(Two metaphors packed into a single short sentence; not too shabby, eh?)Done well, defying convention can help you stand out.But thinking TOO FAR outside the box can make you seem just plain weird and untrustworthy.It's important to strike a balance. That's what Katrina Neil and Mallory Dietl, co-founders and owners of Key Grip Virtual, do to great effect with what they call "Blushies," cartoon figures they use on their website to convey the brand voice they're going after: a little whimsical, fun, but still 100% professional.In this fun episode of The B2B Content Show, Katrina and Mallory tell the story of how the Blushies came to be, how they use them to maximum effect, and how other companies can get creative and fun with their branding without sacrificing professionalism and trustworthiness.The B2B Content Show is brought to you by Connversa, a boutique agency that uses the art of interviewing to position your subject matter experts as thought leaders and to showcase your special sauce. Hosted on Acast. See acast.com/privacy for more information.

We all know that sales-marketing alignment is crucial.Yet for many companies it's hard to get those groups aligned.Because ... It's all too easy for marketers to get trapped inside the marketing bubble and lose sight of the fact that the entire point of marketing is to enable salesFor Greg Mischio, owner of and strategic director at Winbound, a B2B digital sales and marketing agency, content only works when it's designed to enable salespeople at every stage of the sales process.And that means working directly with sales teams to get their input on the kind of content they need to help deliver leads that can actually be closed.Hence Greg's concept of marketing functioning as a "digital twin" of your sales team.If you're looking for says to better align your sales and marketing functions, this episode is worth a listen!The B2B Content Show is brought to you by Connversa, a digital content agency that turns one hour of interviews with your subject matter experts into a month's worth of premium content for every stage of your sales funnel. Hosted on Acast. See acast.com/privacy for more information.

We all know that business communities are the bomb, right?Joining the right community can offer value in so many ways:-connecting with like-minded people-getting help with pressing problems-satisfying the need for human connection-and yes, even winning new business!But there are better and worse ways to get maximum value from communities.Lisa Apolinski, a content coach and founder of 3 Dog Write, is an expert on this.(She's also the author/co-author of several books, including Persuade with a Digital Story, Grow Your Market Share in a Zombie Apocalypse, Weathering the Digital Storm, and The Most Amazing Marketing Book Ever.)In this episode of The B2B Content Show, Lisa offers tons of insights on how to make the most of being part of communities and how to make community engagement a key part of your marketing strategy.If you're interested in learning more about the value of communities for your business, this episode is a must listen!The B2B Content Show is brought to you by Connversa, offering expert interviewing services to showcase your expertise and help you stand out from the crowd. Hosted on Acast. See acast.com/privacy for more information.

Anyone can call themselves a writer.But really strong, professional writers are far and few between.And not so easy to find.What separates the pros from the pretenders?Fluid, mistake-free writing is part of it.But that's mostly table stakes.The true differentiator is the professional writer's ability to write for a variety of audiences, on demand.Professional writers are also able to write about the same topic from a variety of angles, keeping the topic fresh and engaging all the while.Stella Sakic knows these attributes first hand. She's the founder and owner of SKA Media, a social media marketing agency.In this episode of The B2B Content Show, Stella describes her approach to writing for businesses, the importance of being able to write for multiple audiences, and how to write about the same topic without losing the reader's interest.If you're a writer or work with writers, this episode is a must listen!The B2B Content Show is brought to you by Connversa, offering Expert Interviewing as a Service to showcase your expertise, help you stand out from the crowd, and get prospects to know, like, and trust you. Hosted on Acast. See acast.com/privacy for more information.

Content marketers often tend to think of themselves as creators.Creative types of who good with words, good with images and video and audio, and take pride in keeping content and social channels filled with well written, well designed, and well produced stuff. But too often, content marketing, as we commonly think of it, happens in isolation from the larger scope of product marketing, paid advertising, and from the data all of those marketing efforts generate. Ideally, all marketing functions are working in tandem, sharing data and information to raise the impact and ROI of marketing as a whole.In this episode, Shae Henrie, content marketing manager at AdRoll, talks about how she approaches content marketing from a holistic perspective by working closely with other AdRoll marketing teams to learn as much as she can about the company's audience.If you see value in working more closely with other marketers and other functions at your company, this episode is full of useful tips!The B2B Content Show is brought to you by Connversa, providing Expert Interviewing as a Service to showcase your expertise and thought leadership to help to stand out from the crowd! Hosted on Acast. See acast.com/privacy for more information.

Is your content "human"?Does it connect with your audience on a "human level"?What does that even mean?In the age of generative AI, the answers to these questions are more important than ever.B2B buyers are people, after all, and like most people, they respond to content that speaks to their needs, desires, and emotions.Which is why data shows that on LinkedIn, for example, people to NOT respond to non-personal updates posted to a company's brand page.But people DO respond to posts from the company's CEO, on their personal LinkedIn page, share a story or idea or insight about stuff going on in their industry.In this episode, Ayushee Syal, Sr. Director of Content Marketing at Affinipay, talks about how using anecdotes and stories is one of the best ways to engage audiences on a human level.If you want to learn more about how to incorporate storytelling into your messaging and content, this episode is a must listen! Hosted on Acast. See acast.com/privacy for more information.

Content marketing is like the Wild West.There are no absolute rules or laws.Strategies, tactics, and tech change quickly.All of which makes content marketing really exciting, interesting, and fun!But it can also be confusing, frustrating, and stressful.That's especially the case if you're a marketing team of one, or lead a small team tasked with producing high-value, high-impact content. At scale.Sometimes all you can do is just try to survive.I learned some great content marketing survival tips from Miles Shattuck, Senior Content Marketing Manager at Rebuy.For example, Miles recommends interviewing as many people at your company as you can, because they have information about and thoughts on the market that will inform your content.Miles also cautions against trying to do everything yourself, which makes total sense but is often easier said than done!Miles also has some great recommendations for marketing communities you can join to learn from fellow content marketers.Check out our discussion on this episode of The B2B Content Show!The 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.