The Content Cocktail Hour

Brett and Jonathan explain why modern-day marketers are playing the long game. For too long, marketers have been measured by how many leads they can quickly generate, which has resulted in bad leads, transactional interactions, and wasted time. Jonathan says good marketing is a long-term process that actually happens very quickly. 0:00 Intro 0:54 Conversation with JG 3:30 Role of CEO 5:42 “We need more leads” 9:15 Vitamin or pain killer 12:30 Can’t be measured 13:55 Demand activity or brand activity 16:10 Calls to action 18:55 Tracking success 21:00 Advice for stuck marketers 22:58 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Meisha Bochicchio is a Content Marketing Manager at Wistia, a video marketing platform that makes it easy for businesses to find, engage, and grow their audience. Meisha shares what it’s like operating within a high-functioning content team, how they effectively communicate internally, and ways the teams have aligned to create relevant content. 0:00 Intro 1:08 Conversation with Meisha 4:13 Wistia 10:55 Aligning teams 14:05 SEO and Content Strategy 17:18 Top down mindset 19:00 Battling volume game 21:00 Internal communication 24:15 Keep content relevant 28:02 Understand audience 31:10 Advice to content marketers 32:30 Show Business 33:42 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow Meisha | Twitter | LinkedIn | Wistia Follow Brett:| Twitter | LinkedIn    

Brett gives Jonathan a chance to rant about frictionless content. Bad outdated marketing focused on finding as many leads as possible, without considering the customer experience, resulting in bad leads and a bad taste in everyone’s mouth. The Juice is on a mission to change B2B marketing for the better, providing frictionless content and encouraging others to do the same. 0:00 Intro 1:18 Conversation with Jonathan 4:40 Frictionless content 6:55 Nobody wants to be a lead 8:40 Pressure from bosses 11:08 Trash leads 13:04 Customer experience 14:30 Measure by revenue 17:00 Attribution tracking 20:00 Vulnerability, long-term mindset 24:14 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Matthew Desrosiers is the newly hired Director of Content Marketing at Uberflip, a content experience platform that empowers marketing and sales teams to make relevant and engaging content. Matthew says the link between journalism and B2B marketing is natural curiosity. You don’t need to be an expert in a subject to write about or market it. Brett and Matthew discuss the steps in evaluating content marketing strategies, buyer journeys, and collaboration in this valuable conversation. 0:00 Intro 0:57 Conversation with Matthew 1:45 Journalism to marketing 3:30 Uberflip 4:40 Natural curiosity 7:26 Marketing a marketing product 8:50 Shift of focus at Uberflip 12:04 Interview process 15:10 A-ha moment 18:29 B2B VS B2B 22:15 The “now what” moment, make it easy 26:20 Relevance over volume 30:00 Data Enrichment 30:58 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow Matthew | Twitter | LinkedIn | UberflipFollow Brett:| Twitter | LinkedIn    

Brett adds another quality to the growing list of what makes a modern-day marketer, the foresight to focus on quality over quantity. He also announces his new e-book, The Modern Day Marketers Guide to Turning Down Volume Game and Turning Up Quality Content, and calls out the many collaborators involved. 0:00 Intro 3:02 Mistakes in demand generation 5:45 Need for leads 6:50 Batch and blast 11:20 New E-Book 13:30 Closing quote Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Brett and Jonathan agree that modern-day marketers are community-driven. Luckily, that doesn’t mean having to build a community from scratch; it’s about finding awesome communities that already exist and getting involved in a meaningful way. The Juice has made themselves a part of many of these groups, including Superpath. Why scuba dive in a pool, when there’s already an ocean? 0:00 Intro 1:03 Conversation with JG 3:24 Community 4:57 Account-based marketing 6:10 Scuba dive metaphor 8:10 Superpath 11:05 Leaders of community 14:15 Content 16:40 The old way 18:38 Dark funnel 20:50 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

James Carbary is the Founder of Sweet Fish Media, a podcast agency for B2B marketing teams. To be a great B2B podcast interviewer, James advises taking a journalist approach, doing an offline pre interview, and asking POV discovery questions. Podcasting is a super versatile way to make friends, start business relationships, and drive pipeline and revenue. 0:00 Intro 2:27 Who is James 7:52 Benefits of podcasting 10:18 B2B marketers’ pain point 14:28 Podcasts drive pipeline and revenue 16:20 Naming the podcast 25:38 Guest to friend 28:59 Show host(s) 31:20 Podcast mistakes 31:44 POV discovery questions 35:42 What Why How 37:16 Original research 42:55 Virtual mastermind groups 48:06 Learn more 49:06 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow James | Twitter | LinkedIn | Sweet Fish Media | B2B Growth PodcastFollow Brett:| Twitter | LinkedIn    

The conversation on modern-day marketers continues, with Jonathan and Brett discussing content distribution. Modern-day marketers shouldn’t create new content, without ensuring that what they’ve already published is reaching the right audience. The Juice improves the discoverability of content that already exists. 0:00 Intro 1:46 Episodic content 4:20 Content distribution 7:40 Car selling analogy 12:48 Distribution is time intensive 14:40 Don’t hate the player, hate the game 18:10 Paternity leave story 21:10 Advice on distribution 22:50 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn 

Janet Choi is the Head of Content at Clearbit, a B2B data growth platform. Brett and Janet discuss the role of the content marketer, the difference between long-term and short-term/direct response marketing, and what makes content engaging. 1:16 Conversation with Janet2:13 Clearbit 3:08 Cross-functional work 5:00 Short term/direct response marketing 7:30 Long term marketing 9:30 Communicating value 13:04 Engaging experiences 14:20 Data-driven marketing 16:30 Role of content marketer 19:30 Words of advice 21:00 Connect with Clearbit 22:06 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow Janet| LinkedIn | ClearbitFollow Brett:| Twitter | LinkedIn    

Transparency is an important quality of the modern-day marketer. Brett and Jonathan discuss how being honest and open about both their successes and failures has sped the rate of growth at The Juice. Being transparent builds reciprocity and trust in the community. 2:16 Conversation with JG 5:34 Building in public 7:24 Being open about the process 9:30 “Lucky” and “serendipitous” moments 11:50 Negative consequences 17:40 Updating board members 20:26 Outro Join The JuiceSign up for The Blend (weekly newsletter from The Juice)Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Jonathan:| Twitter | LinkedInFollow Brett:| Twitter | LinkedIn