Content Disrupted: Bold Takes on Brand Marketing

At Autodesk, content marketing started as a program to drive demand within a new audience segment. Today, it’s crucial to the enterprise’s overall growth strategy. In this episode, we talk to the marketing leader behind that evolution, Dusty DiMercurio, about how to ensure content marketing plays a high-impact role in the business, from the content activation strategies that work to the kinds of wins that get Sales and the C-suite to lean in. Episode Highlights:[02:48] Foundations of an Effective Content Marketing Practice[08:57] Proving Content’s Business Impact[14:58] Crafting Content for Account-Based Marketing[22:42] Creative Storytelling in B2B Marketing[37:03] Balancing Efficiency and Originality in Content CreationIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3GIvJAwSpotify: https://spoti.fi/3Rj4odfLearn 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

Generative AI is reshaping brand marketing, with its impact on the fusion of creativity, analytics, and purpose—the "growth triple play"—taking center stage. McKinsey reports that brands successfully combining these elements typically achieve more than double the growth of their industry peers. So, how do triple-play brands like Coca-Cola use AI to sustain their leading global position? Abbas Arslan has the insights. Episode Highlights:[07:29] The Power of Localization and Global Branding[10:04] The Fragmentation of Audiences and the Challenge of Data[18:44] The Convergence of Data and Creativity[20:48] The Future of Marketing: Man vs MachineIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts: https://apple.co/3N8AxD0Spotify: https://spoti.fi/3uxGgf0Learn 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

Buyers are fed-up with irrelevant, unhelpful B2B content. As business buyers have become more self-reliant, their needs and expectations have evolved and, sadly, we’re not doing enough to keep up. Delivering the content we ‘think’ our customers want has proven ineffective. According to Forrester,  a whopping 85% of marketers say their content doesn’t deliver business value. What can we do to change that? Ardath Albee has the answers. Episode Highlights:[07:49] The Kiss of Beige: Breaking Free from Risk Aversion[14:27] The Power of Buyer-Driven Experiences[20:39 The Role of Buyer Personas in Driving Relevance[34:25] The Rise of AI and Its Implications for MarketingIf you enjoyed this episode, make sure to subscribe, rate, and review on: Short Apple Podcasts Link: https://apple.co/3QAP8rIShort Spotify Link: https://spoti.fi/3ukeNNZLearn 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

Navigating the challenges of unifying messaging and adopting data-driven marketing processes is especially complex for large enterprises. Reckitt, the parent company behind renowned brands like Lysol, Clearasil, Woolite, and Enfamil, confronted these obstacles when recognizing the need to shift from traditional to digital marketing practices. In this episode of Content Disrupted, Sameer Amin, Reckitt's Global Director of Data-Driven Marketing and Media, offers a behind-the-scenes look at the brand's digital marketing strategy, emphasizing how it integrates products, purpose, people, and methods. In the process, he shares best practices for rallying teams and stakeholders around an enterprise-wide digital transformation initiative.Episode Highlights:[00:30] The Shift from Traditional Media to Digital[05:18] The Power of Digital Channels [10:37] Balancing Consistency and Customization in Messaging[13:54] The Brand Habitat: An Ecosystem Connected by Brand Purpose[20:56] The Role of Data in Digital Marketing[24:00] Aligning Brand Purpose to In-Market Behavior Change[34:46] Driving Transformation: Overcoming Challenges and Building AlignmentIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts Link:  https://apple.co/3sg4Ct6Spotify Link: https://spoti.fi/3tVmFp0Learn 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 the fierce battle to gain a marketing edge, it's easy to be swayed by the allure of data-driven targeting and the vast array of digital tools promising precision. But as marketers, our true success lies not in how accurately we target, but in how effectively we emotionally connect. In this episode of Content Disrupted, Doug Zarkin, Retail & Brand Marketing Expert, and Author of "Moving Your Brand Out Of The Friend Zone,” delves into the power of emotionally-driven consumer decisions, unravels his transformative "think human" approach to marketing, confronts the pitfalls of over-relying on data, and uncovers the art of crafting a brand that truly distinguishes itself in an overcrowded market.Episode Highlights:[02:46] Building Brand Love: Moving Beyond Friendship in Marketing[07:31] The Importance of Thinking Human[12:26] An Over-Reliance on Data: The Pitfall of Modern Marketing[16:37] Building a Strong Brand from the Ground UpIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts Link: https://apple.co/3M6ObpGSpotify Link: https://spoti.fi/492R84jLearn more about Doug’s book Moving Your Brand Out of the Friend Zone.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

As a marketer, think about how often your decisions are questioned internally. The truth is, if you can quickly build a reputation as someone who uses marketing to drive business results, most of these questions will disappear. In this episode of Content Disrupted Patrick Ward, the Vice President of Marketing at Formula.Monks gets real about how to gain trust in marketing, unlock your marketing superpower (being the ultimate customer expert), and tackle brand building in stages to boost marketing’s bottom-line impact. Episode Highlights:[01:40] Marketing the Marketer[03:33] Being the Customer Expert[06:48] The Concentric Circle Model for Branding Success[24:47] Marketers & Employee AdvocacyIf you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts Link: https://apple.co/3FaUDI9Spotify Link: https://spoti.fi/3LNnXbwInstructions 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

Digital behavior is full of contradictions. We expect to absorb information in seconds, yet we’ll spend hours binging content we find interesting in the moment. What implications do these habits have for how marketers think about the brand storytelling? In this episode of Content Disrupted, Todd Unger, Chief Experience Officer and SVP of Marketing and Member Experience at the AMA introduces the concept of the 10-second customer journey and its impact on brand storytelling in the digital age. From creating a seamless customer experience matrix to crafting a digital-ready value proposition and rethinking the marketing funnel, Todd shares practical strategies for marketers looking to modernize their content experience and drive lasting growth.Episode Highlights:[02:22] The Key to Transformative Customer Experiences[04:03] The Power of Productive Disruptors[07:18] The Cornerstones of Brand Marketing[11:14] The Role of Content[17:24] Digital-Ready Brand Proposition[18:00] Mastering the Tornado Funnel[21:50] Storytelling in SecondsIf you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts, Spotify, and Google Podcasts, instructions on how to do this are here.Listen and subscribe on Apple Podcasts: https://apple.co/3t9DqMv Listen and subscribe on Spotify: https://spoti.fi/46ncveL Pre-order Todd's book The 10-Second Customer Journey on Amazon: https://www.amazon.com/10-Second-Customer-Journey-retaining-customers/dp/1788605039Learn more about Skyword and what's most relevant in enterprise content marketing at https://www.skyword.comContent Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so

Scott Harkey helped grow Levvel’s revenue 20x over seven years as CSO. When the company was acquired by Endava, he took on a global marketing role and faced the formidable task of replicating a top-tier marketing operation and scaling it across various solutions, industries, and regions. In this episode of Content Disrupted, Scott delves into his perspective on marketing as a machine-building endeavor and provides insights into how this concept translates into real-world practices. He also sheds light on how Endava addresses the challenge of creating consistent global messaging and discusses his strategies for adapting to the realities of an increasingly fragmented customer journey.Episode Highlights:[02:36] The Importance of Marketing in Driving Growth[07:35] Building the Marketing Machine: Strategies for Consistent Engagement[[15:53] The Challenge of Maintaining Consistency in Messaging[23:30] The Need for Constant Evolution and Adaptability in Marketing[35:32] The Future of Marketing: Navigating a Changing Landscape If you enjoyed this episode, make sure to subscribe, rate, and review on: Apple Podcasts Link: https://apple.co/3rlurYiSpotify Link:  https://spoti.fi/3LylvWa Google Podcasts: https://bit.ly/3END015 Instructions 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

Content Disrupted: Bold Takes on Brand Marketing is handcrafted by our friends over at: fame.so