Content Disrupted: Bold Takes on Brand Marketing

How is generative AI disrupting Google search and what does that mean for brands and content creators? In this episode of Content Disrupted, Clearscope Founder Bernard Huang sits down with Skyword EVP Dan Baptiste to discuss the current and future state of SEO and AI-powered search. They delve into the cannibalization of search traffic, the new way to approach topical authority, and how to use content to build trust and credibility in a landscape flooded with commoditized information.Episode Highlights:[01:16] Google's Algorithm Updates and the Changing SEO Landscape Over Time[11:00] The Challenges and Opportunities of Content Creation in the Age of AI[18:13] From Black Hat Tactics to Trustworthy Content [29:05] Topical Authority As the New SEO Playbook[35:48] Brands Need to Focus on Owning a NicheIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/45vJZrSSpotify: https://spoti.fi/4enKJU2Instructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

For marketers, it’s essential to step out from behind the screen and reconnect with what really matters—your customers. In this episode of Content Disrupted, Natalie Adis, VP of Digital Marketing and Social Media at Marquis Health Consulting Services, shares how prioritizing empathy over automation through boots-on-the-ground interactions transformed her team’s healthcare marketing. Discover simple ways to gain invaluable firsthand insights that drive more meaningful connections and results through curiosity, humility, and an authentic human touch.Episode Highlights:[02:37] Applying a Human-to-Human Method to Digital Marketing[09:36] The Over-Automation of Digital Marketing[15:56] Fostering a Service-Oriented Mindset[21:17] At a Digital Marketing Crossroads[25:48] Don’t Be Afraid to Ask QuestionsIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3Vkelu3Spotify: https://spoti.fi/3KjqjxQInstructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Is your brand chasing tactics or shaping the market? In this episode of Content Disrupted, Jessica McCarthy, veteran marketer and current CMO at Care New England, reveals how refocusing your brand on its core purpose, redefining corporate social responsibility, and embracing AI responsibly can create bigger marketing impact and help brands build relationships with the next generation of consumers and business owners.Episode Highlights: [08:08] Changing Perceptions of Brand Building[15:01] Defining Brand Strategy and Purpose Before Tactics[19:15] Integrating CSR Authentically[29:00] Shifting from Multi-Tool to Focused Purpose[43:23] Using AI for a Purpose-Centric ApproachIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3yodU99Spotify: https://spoti.fi/3ykdbFUGoogle Podcasts: https://bit.ly/3WJBI1bInstructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Forget marketing to traditional demographics! Today's consumers are chameleons, blending identities and buying based on the situation. How can your brand keep up? In this episode of Content Disrupted, Dr. Michael Solomon, consumer behavior expert and professor of marketing at Saint Joseph’s University, delves into the complexities of modern consumer identities and their impact on marketing strategies, sharing insights and practical advice to help brands market more effectively in a fragmented consumer landscape.Episode Highlights:[03:46] Major Shifts in Consumer Behavior[19:31] The Chameleon Consumer: Defying Categorization[22:57] Harnessing the 80/20 Rule for Customer Acquisition and Retention[26:25] How to reach the Chameleon Consumer[31:06] Balancing AI Innovation with Consumer Trust[33:37] Fish Where the Fish AreIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3UgAmrOSpotify: https://spoti.fi/3xYaae5Google Podcasts: https://bit.ly/3Um9iYwInstructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Struggling to cut through the noise and reach your ideal audience? Your brand message might be the culprit. In this episode of Content Disrupted, Tamsen Webster, Founder, and Chief Message Strategist of Find the Red Thread, shares the power of the Red Thread Method in brand marketing,  revealing why traditional marketing messages fail and what you can do to craft distinctive brand narratives that your customers can’t ignore.Episode Highlights:[01:33] Unpacking the Red Thread Method[05:27] How to Find Your Brand’s Red Thread[17:12] How to Tackle Differentiation[20:03] Reinforcing Your Core Story[21:20] How to Build Buy-In If you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3vWsN1sSpotify: https://spoti.fi/3JoCZTrGoogle Podcasts: https://bit.ly/3UlDlR0Instructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Brand bonding isn’t just a buzzword; it’s a science that any marketing team can master. In this episode of Content Disrupted, trailblazing CMO Tricia Nichols shares her insights on fostering and tracking brand bonding, balancing short-term vs. long-term perspectives, and using data science to answer the right questions at the right time.Episode Highlights:[02:55] What is Brand Bonding?[09:38] Micro Storytelling: The Key to Brand Narrative[13:27] Making Decisions with Data[16:19] Tackling Data Attribution in Marketing[24:20] The Opportunities and Pitfalls of Generative AIIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3TUOVCySpotify: https://spoti.fi/49kzyYpGoogle Podcasts: https://bit.ly/3J5sOTSInstructions on how to do this here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com  Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

In this episode of Content Disrupted, Terrence Wiggins, Director of Global Marketing at Cook Medical, dives into the power of podcasts for raising brand awareness in the healthcare industry, the unique nature of healthcare marketing, the role of subject matter experts in creating impactful content, and strategies for developing and growing a successful B2B podcast.Episode highlights:[05:00] The Evolution of Healthcare Marketing[7:40] Why Invest in Podcasting?[14:00] Approach to Partnering with the Medical Community[18:00] Key Ingredients for a Successful Podcast[20:10] Measuring Success and Expanding Marketing ChannelsIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts Link: https://apple.co/49oTWsvSpotify Link: https://spoti.fi/49E3wY2Google Podcasts: https://bit.ly/48pMR9JInstructions on how to do this are here.Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

When blending brand and performance marketing, success lies in continuous improvement and feedback, ensuring that each marketing channel, whether brand-focused or performance-driven, contributes to overall business growth and customer engagement. This week, we spoke with Bob Sherwin, former Chief Marketing Officer at Wayfair and seasoned industry leader, about the intricate balance of brand and performance marketing, and why understanding the synergy between brand storytelling and performance analytics matters for businesses aiming to thrive in today's competitive market landscape.Episode Highlights:[04:50] Philosophy of Integrated Marketing: Blending Brand and Performance[08:56] How Wayfair Balanced Brand Awareness and Customer-Centric Strategies[18:59] The Importance of Data-Driven Decision-Making[22:51] Strategies for Measuring KPIs in Integrated Marketing[29:56] Adapting Marketing Strategies Amidst Economic UncertaintyIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3UonGAVSpotify: https://bit.ly/3SE7meeLearn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Observing what's trending on TikTok, you can discern a tremendous amount about what piques people's interest and how they prefer to consume information. This week, we spoke with TikTok's Global Head of Business Marketing, Sofia Hernandez, about the evolution of brand storytelling from the importance of diversity and risk-taking to the innovative strategies shaping the future of content and brand marketing on platforms like TikTok. Referenced in this episode: TikTok What's Next 2024 Trend Report. Episode Highlights:[01:23] Evolving Role of Marketing and The CMO[07:00] The Importance of Risk-Taking, Authenticity, and Diversity[11:26] Drawing Inspiration from the Creator Community[18:25] Embracing the Unexpected: Trends to Look Out For in 2024[26:07] What’s Next at TikTok and Advice for MarketersIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/4b2ZnOLSpotify: https://spoti.fi/4b3LnnXLearn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

How often does your marketing team produce content based on internal opinions or requests? Many of us are guilty of this practice, despite knowing it’s ineffective and wasteful. In this conversation with Axel Kirstetter, VP of Global Product Marketing at Guidewire, we explore methods to enhance your marketing’s precision, effectiveness, and efficiency through just-in-time content operations—an approach that combines audience insights with streamlined execution for timely and relevant content delivery.Episode Highlights:[04:39] The Non-Linear Buyer Journey[11:06] Serving Buyer Personas Across the Customer Experience[14:01] Just-in-Time Content Creation and Planning[24:18] Long-Term Positioning vs. Short-Term Messaging[27:39 Marketing Metrics, AI, and Data QualityIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3H6ULcJSpotify: https://spoti.fi/48DbCjcLearn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.com Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so