Content Logistics: Recent Episodes
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Content Logistics is a podcast for B2B marketers looking to build a content engine that drives revenue. Camille Trent interviews the marketers behind the best content marketing flywheels to uncover the tactical aspects of content production — from first draft to first customer. This podcast teaches everything from developing a sound content strategy to drafting, optimizing and distributing that content to grow your audience. Ultimately, Content Logistics helps marketers understand how to become the best content creators and distributors within their own organization.
In this episode of Content Logistics, host Baylee Gunnell sits down with Jimi Gibson, Vice President of Brand Communication at Thrive Internet Marketing. They explore how marketers can break through content overload and capture real attention, even as artificial intelligence fuels a constant flood of words online.
Jimi shares his “stop the scroll” framework, rooted in the psychology of magic and storytelling. He outlines the importance of building a genuine connection, sparking curiosity, and guiding audiences to a satisfying conclusion. By walking Baylee through a storytelling exercise, Jimi shows how each step triggers a powerful response in the brain. He stresses that effective hooks and messaging must reflect real audience pains and desires—not generic copy generated by machines.
The conversation digs into actionable tactics, including the five-finger approach to content creation and the value of speaking directly to one audience at a time. Jimi encourages marketers to test, refine, and connect on a human level to earn trust and drive action.
In this episode of Content Logistics, host Baylee Gunnel sits down with David Ebner, President and Founder at Content Workshop. They explore the tension small B2B marketing teams face when deciding whether to gate their content or give away their “secret sauce” for free. David unpacks why trust, not tactics, is at the heart of effective content and how building that trust takes time and a willingness to share real knowledge without always asking for something in return.
David explains that people pay for expertise in action—not just for information. He encourages teams to focus less on guarding processes and more on helping their audience solve problems. He shares stories about the long-term value of generosity and how “corporate philanthropy” in content can deliver real business results, even when the payoff isn’t immediate.
Throughout the conversation, David stresses the need to align content strategy with audience needs, measure success by engagement over vanity metrics, and remember that great marketing serves people first.
YouTube isn’t just for gamers, beauty tutorials, or influencers. It’s a powerful search engine and one of the most overlooked tools for businesses. In this episode, host Baylee Gunnell talks with Davis Morgan, a full-time YouTuber with more than 80,000 subscribers, about how brands can win on YouTube without massive budgets.
Davis shares his path from marketing professional to creator and explains why companies should treat YouTube less like a billboard and more like a conversation. He outlines the importance of authenticity, showing that even a simple webcam setup and free software can build trust and connection.
The conversation also digs into strategies for growing a loyal audience, from picking niche topics to expanding reach with “half steps” outside your core. Davis makes it clear: YouTube is high effort, but high reward. For businesses willing to show up consistently, it can be the most valuable channel they own.
On this episode of Content Logistics, host Baylee Gunnell speaks with guest Shaheen Samavati, Co-Founder and CEO of VeraContent, to tackle one of content marketing's most significant challenges: maintaining a consistent brand voice while scaling production. VeraContent specializes in content localization across different markets and languages. As teams grow and create more content across multiple channels, achieving consistency becomes increasingly challenging.
Shaheen reveals how interactive style guides outperform static documents. Rather than lengthy PDFs that teams ignore, she recommends tools like Grammarly's style guide feature, which provides real-time feedback as writers work. This automated approach ensures consistency across large teams without constant manual oversight.
The conversation also explores AI's role in content creation. Shaheen emphasizes that writers are well-positioned for this shift since crafting effective prompts requires strong linguistic skills. She shares practical insights on building prompt libraries, creating scalable content workflows, and adapting brand voice for different platforms and markets. The discussion offers actionable strategies for content teams seeking to grow without compromising quality or consistency.
Webinars can be a powerful growth channel—or a total flop. In this episode of Content Logistics, Baylee Gunnell sits down with Vicki Stepherson, Executive Producer at Sweet Fish Media, to explain why most B2B webinars fail and what marketers can do differently.
Vicki shares a clear framework for running high-performing webinars, from nailing your topic to understanding your audience's pain points. She explains why marketers should commit to at least six events, how to test timing and content, and why title clarity is non-negotiable. The goal? Stop guessing. Start planning with purpose.
You’ll also hear practical tips on driving attendance, like smart email tactics, co-promotion strategies, and why list-building should be your top priority if you're just starting. Whether you're a one-person team or scaling a full series, this episode will help you build webinars that convert.
On this episode of Content Logistics, host Baylee Gunnell chats with guest Melissa Popp, Content Marketing Strategist at RicketyRoo Inc., about navigating content strategy with limited budgets. They delve into the common challenges faced by companies of all sizes, from startups to established businesses, when resources are tight. Melissa emphasizes the importance of maximizing the impact of every marketing dollar, particularly for small and medium-sized businesses. She advocates for prioritizing marketing efforts based on potential revenue generation and a laser focus on what truly moves the needle for clients.
Challenging conventional wisdom, Melissa suggests that content creation might not always be the first marketing investment. Instead, she proposes exploring alternative strategies like paid advertising to generate initial revenue, which can then be strategically reinvested in content development. This approach empowers businesses to establish a stable financial footing before diving headfirst into content, ensuring that the content created aligns seamlessly with overall marketing objectives.
Beyond budget allocation, the conversation also explores effective content distribution strategies. Melissa underscores the vital importance of understanding your target audience and tailoring your content accordingly. She also highlights the power of repurposing content across various platforms to maximize reach and engagement. Finally, Baylee and Melissa discuss the often-overlooked significance of reverse engineering the sales funnel, starting with optimizing bottom-of-the-funnel content. They also caution against the allure of “vanity metrics” like website traffic, emphasizing the true measure of content success lies in conversions and leads.
On this episode of Content Logistics, host Baylee Gunnell explores authentic B2B video marketing with Chad Fortenberry. Chad, Director of Production at Massive Mission, emphasizes the power of video to build trust and boost conversions. He explains why polished videos aren't always best. Instead, he advocates for genuine storytelling that connects with viewers on an emotional level.
Chad highlights the importance of addressing customer pain points and showcasing solutions, rather than just listing product features. He offers practical advice for creating authentic video content, even with limited resources. He also touches on using AI in video production and how to maintain a human touch.
Baylee and Chad discuss repurposing longer videos into bite-sized social media clips to maximize reach. They explore the effectiveness of behind-the-scenes content and customer testimonials. Chad encourages B2B companies to make video a core part of their overall marketing strategy.
AI can speed things up. But does it help you sell? In this episode of Content Logistics, Baylee Gunnell sits down with digital strategist Mike Moran to talk about the real metric that matters: effectiveness. With decades of experience in search, content, and AI, Mike pulls back the curtain on why chasing efficiency can quietly sink your marketing.
He explains how most B2B teams measure the wrong things—like traffic and rankings—instead of tracking the behaviors that signal buyer intent. Mike shares clear ways to spot if your content is working long before a form fill. He walks through overlooked strategies like using first-party data, smart micro-conversions, and JavaScript to track real engagement.
Mike also shows how marketers can use AI—not to replace content creators—but to run better tests, make faster changes, and improve conversion paths. If you’ve been stuck in analysis paralysis or chasing vanity metrics, this episode is a wake-up call.
https://mikemoran.com
http://www.converseon.com
https://sharedaudiences.com/
Storytelling isn’t just for novels—it’s the key to standing out in B2B marketing. In this episode of Content Logistics, host Baylee Gunnell sits down with brand strategist and ghostwriter Dana Herra to break down what makes content compelling. Dana shares why positioning matters on LinkedIn, how to develop an authentic voice, and why following every trend won’t get you noticed.
They also dive into the biggest mistakes businesses make with content—like overthinking storytelling, obsessing over engagement metrics, and relying too much on AI. Dana explains how to measure success beyond vanity metrics and why building an owned audience is more powerful than chasing algorithm-driven reach.
Finally, they discuss how executives can use personal branding to drive real business impact. Whether you’re crafting a LinkedIn post or mapping out a content strategy, Dana’s insights will help you create content that resonates, builds trust, and moves your audience to action.
Substack (twice-monthly articles on content marketing)
danaherra.substack.com
10-Minute Branding (weekly short email with a mini branding tip and action item to implement it)
dana-herra.kit.com/10min-brand
Search engine optimization has long been anchored to rank tracking, a methodical approach to monitoring keyword positions, optimizing for higher rankings, and using data to demonstrate marketing success. However, Google's recent algorithm updates have fundamentally disrupted traditional tracking tools, creating significant challenges for marketers seeking to measure search positions with their previous level of precision.
In this episode of Content Logistics, host Baylee Gunnell engages in an in-depth conversation with Colin Costigan, Account Director at Marketers in Demand. Together, they dissect the evolving landscape of SEO, exploring how AI-driven search behavior, zero-click searches, and Google's dynamic ranking factors reshape digital marketing strategies.
Colin explains how Google's commitment to enhancing user experiences and transitioning toward AI-generated overviews have deprioritized traditional rank positions. Instead, the focus has shifted to engagement-driven metrics. He delves deep into the E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—offering strategic guidance on how businesses can optimize content for sustained visibility.
Moving beyond the outdated approach of chasing rankings, Colin advocates for a more holistic strategy. He encourages marketers to concentrate on metrics that drive business growth, such as share of voice, user engagement, and conversion rates. The conversation extends to exploring the growing significance of video, images, and social signals in search rankings, providing listeners with a comprehensive understanding of modern SEO strategies.
SEO doesn’t have to be complicated. In this episode of Content Logistics, host Baylee Gunnell sits down with Joe Michalowski, Senior Marketing Advisor at Marketers in Demand, to break down the essentials of SEO—without the jargon. They tackle what actually moves the needle, from optimizing content for search engines to structuring pages for better rankings. Joe shares why businesses should focus on writing valuable content first and worry about keywords later.
They also discuss the biggest SEO misconceptions, like whether publishing on a strict schedule matters or if more content automatically means better rankings. Joe explains why site structure, internal linking, and domain authority play a bigger role than most people realize. Plus, they cover how to avoid common pitfalls like keyword cannibalization and low-quality AI-generated content.
Finally, Baylee and Joe explore how AI and tools like ChatGPT are reshaping search behavior. Is SEO dead? Far from it. But the rules are changing, and marketers need to adapt. Tune in to learn how to build a search strategy that actually works.
Email tracking isn’t what it used to be. Privacy changes, spam filters, and shifting technologies have made open and click rates unreliable. In this episode of Content Logistics, host Baylee Gunnell sits down with Jacob Brain, Director of Operations at Marketers in Demand, to unpack why traditional email metrics are failing—and what marketers should track instead.
Jacob explains how email tracking works at a technical level, why Apple’s Mail Privacy Protection and evolving spam filters have disrupted accuracy, and why relying on opens and clicks alone leads to misleading insights. He breaks down alternative ways to measure engagement, such as website tracking, multi-touch attribution, and intent-based data, offering a smarter approach to email marketing.
The conversation also explores how marketers can build a modern tech stack, integrate tools like Factors and Clay, and use data to support sales teams effectively. If you’re looking to improve email marketing without outdated metrics, this episode is a must-listen.
In this episode of Content Logistics, host Baylee Gunnell sits down with Lyndsay Cambridge, Director of Jammy Digital, to discuss actionable strategies for creating impactful video content in the B2B space. Lyndsay breaks down her five essential elements for success: consistency, a strong hook, a director, unique storytelling, and sharp editing. She explains how these pillars, when executed well, can transform video content into a powerful tool for driving sales and engagement.
Lyndsay shares her insights on the difference between "fame" and "fortune" strategies in content marketing, emphasizing the importance of aligning your approach with business goals. Fame focuses on building broad reach, while fortune hones in on converting niche audiences into loyal customers. Using real-world examples, Lyndsay highlights how even fewer views can lead to higher sales if the content resonates with the right audience.
The conversation also dives into AI's role in content creation. Lyndsay explains how AI tools can streamline workflows without compromising originality, ensuring content remains authentic and valuable. Whether you’re an established marketer or just starting out, this episode offers practical tips to elevate your video strategy and make meaningful connections with your audience.
On this episode of Content Logistics, Baylee Gunnell dives into the evolving role of podcasts with guest Tristan Pelligrino, co-founder of Marketers in Demand. Tristan challenges the traditional approach of measuring podcast success through downloads and subscribers. Instead, he shares why podcasts should be viewed as dynamic content engines, fueling diverse marketing efforts like blog posts, social media, and video content.
Tristan explains how thinking beyond typical metrics unlocks new opportunities to engage with customers and industry leaders. He highlights the value of using podcasts as tools for meaningful conversations, fostering relationships with prospects, customers, and thought leaders. By focusing on connections and quality content, businesses can enhance brand authority and gain fresh insights into their audience.
The conversation also explores practical strategies for creating impactful podcasts. Tristan shares how specificity and personalization in guest outreach can lead to deeper, more authentic discussions. This episode is packed with actionable tips to reimagine podcasting as a strategic marketing tool.
On this episode of Content Logistics, Baylee Gunnell talks with David Riggs about the changing world of search and content marketing. David, CEO of Pneuma, shares his expertise on how businesses can thrive in the search economy. He explains how understanding customer intent is key to creating effective content.
David discusses the importance of talking directly to customers. He emphasizes learning their language and understanding their buying process. This information helps create content that resonates and converts. He introduces the pillar and pebble content method. Pillar content focuses on core topics, while pebble content supports it by addressing specific questions and pain points.
David also highlights the shift in buyer behavior and how AI-driven tools like ChatGPT are influencing search. He advises businesses to simplify their websites and focus on providing valuable resources. He encourages content distribution beyond a company blog, emphasizing LinkedIn and other platforms. His biggest content marketing ick? Links in Instagram posts.
On this episode of Content Logistics, Baylee Gunnell welcomes Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast, to discuss why webinars remain a powerful B2B engagement tool. Lindsay highlights the interactive nature of webinars, emphasizing their potential for two-way communication and building brand affinity. She discusses how webinars, as a form of virtual event, offer a more engaging video experience compared to standard one-way video content. She advocates for using webinars to foster trust and encourage repeat engagement.
Lindsay addresses the challenge of building an audience, particularly in the current digital landscape. She stresses the importance of a repurposing strategy to maximize content reach and attract attendees. Lindsay also emphasizes the need for content alignment between the registration page and the actual webinar to avoid disappointing attendees. She suggests focusing on audience needs and delivering valuable content.
Lindsay and Baylee discuss content creation strategies. They explore how to balance authenticity with business goals. Lindsay shares examples of how Goldcast creatively integrates its product into webinars, like showcasing Snoop Dogg's brand voice. She also discusses distribution strategies, including gating content and repurposing it across different platforms like YouTube, LinkedIn, and blog posts. Lindsay emphasizes the role of webinars in a comprehensive SEO strategy and encourages a fun, engaging approach to webinar content.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Lashay Lewis, founder of Authority Plug, to unpack the often-overlooked world of bottom-of-funnel (BoFu) content. Lashay dives into the critical role BoFu plays in converting traffic into actionable leads, explaining how many companies miss out by focusing solely on top-of-funnel content. She highlights the common pitfalls, like content and product teams working in silos, that can hinder a seamless customer journey.
Lashay shares her process of bridging gaps between product and content teams, fostering cross-functional communication, and creating alignment across departments. She emphasizes the importance of quality over quantity, urging companies to focus on depth and specificity in BoFu content to resonate with well-informed leads at the decision-making stage. Lashay’s approach, developed over years of consulting, relies on clear frameworks and templates that simplify this complex process.
Listeners will walk away with actionable insights on building effective BoFu strategies, identifying high-revenue keywords, and integrating tracking methods to optimize conversions. Lashay’s expertise sheds light on the nuances of creating content that truly engages and converts, helping marketers elevate their strategy by aligning product capabilities with customer needs.
Mina Mesbahi, Content Marketing Strategist and Consultant, joins hosts Dallion Durán-Ballén and Baylee Gunnell on this episode of Content Logistics to discuss building a unified content strategy. Mina emphasizes a methodical approach, drawing from her engineering background.
She introduces her DDA framework: Direction, Differentiation, and Amplification. This approach helps businesses create a minimum effective content strategy by first identifying core messages and goals before choosing platforms or formats. Mina encourages listeners to ditch the "spaghetti at the wall" method and focus on amplifying what resonates.
Mina also challenges traditional content marketing notions like forced consistency and arbitrary content ratios. Instead, she champions a flexible, data-driven approach that prioritizes quality, valuable content that drives real business outcomes.
In this episode of Content Logistics, co-hosts Dallion Durán-Ballén and Baylee Gunnell sit down with Emma Blackmore of Emma Blackmore LTD - Fractional Marketing, a fractional CMO with over 15 years of marketing experience across London, New York, and Stockholm. Emma shares insights from her global marketing career, offering practical advice on expanding into new markets—both internationally and domestically.
Emma highlights the importance of a well-thought-out market entry strategy, emphasizing the need to adapt brand positioning and messaging to fit local nuances. She discusses the significance of market research, customer segmentation, and scrappy marketing approaches, especially for startups with limited resources. Emma also stresses the value of sales and marketing alignment to support growth efforts.
The conversation wraps up with Emma sharing tips on building effective teams for international expansion and addressing the challenges of cultural differences. With practical examples and actionable insights, this episode offers a comprehensive guide for businesses looking to scale across borders.
In this episode of Content Logistics, hosts Dallion Durán-Ballén and Baylee Gunnel sit down with Sofie Lehrmann, founder of MilkMoo, to discuss the power of market research and maximizing value in B2B SaaS marketing. Sofie shares her approach to "milking the cow" by taking full advantage of a company’s product and market insights to create consistent, high-impact content without unnecessary spend.
Sofie dives into the importance of customer-centric strategies, drawing parallels between her experience in B2C with major brands like Chanel and Heineken and how those lessons translate into the B2B world. She emphasizes the value of conducting in-depth research to understand customer pain points and using those insights to craft content that resonates.
The episode also explores challenges in getting C-suite buy-in for thorough market research and how speaking the language of internal stakeholders can help marketers align their efforts with business goals, ensuring long-term success.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén chat with Ashley Mason, founder of Dash of Social. Ashley shares insights on leveraging C-suite executives’ personal brands for company awareness on LinkedIn.
Ashley emphasizes the importance of tapping into executives’ existing networks and using their profiles to amplify company messages. She suggests starting with low-commitment posts and gradually increasing frequency. To create content, Ashley recommends recording conversations with executives and using transcripts for social media posts.
The discussion covers practical tips for managing up, setting realistic expectations, and using content buckets for organization. Ashley also highlights the value of consistency over frequency in posting. The conversation wraps up with advice on analytics, tools for streamlining social media efforts, and the importance of just getting started with social media marketing.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Tas Bober, Digital Strategy Advisor at Delphinium, to discuss effective strategies for creating high-converting landing pages in B2B SaaS. Tas introduces her "Chipotle Method" for crafting landing pages, emphasizing the importance of understanding the buyer's journey and product features. She explains how to map out the entire buying process, from market overview to product details, and recommends creating 5-9 core landing pages that can be reused and adapted for different campaigns.
Tas shares practical tips for improving landing pages, including the value of anchored navigation and the importance of relevant, high-quality gated content. She advises marketers to focus on providing genuine value in all marketing efforts, especially when it comes to gated content. The conversation also touches on the benefits of this approach for lean marketing teams, allowing them to do more with less while maintaining consistency and quality.
The discussion concludes with Tas offering insights on testing and iterating landing pages, emphasizing the importance of transparency and data-driven decision-making. She highlights the need for marketers to take initiative and run experiments, even with limited resources. The episode wraps up with Tas sharing her biggest "content marketing ick" - gated content that fails to provide real value to the reader. This episode is essential listening for B2B marketers looking to enhance their landing page strategies and optimize their digital marketing efforts.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén interview Taylor Young, Director of Strategic Initiatives at Terminus. The discussion centers around Account-Based Marketing (ABM), emphasizing the importance of aligning marketing and sales teams to execute effective ABM strategies. Taylor, dubbed the "ABM Queen," shares insights on launching successful ABM campaigns, highlighting the significance of understanding one's customer base and creating tailored content that resonates with target accounts.
Taylor outlines the three C's of ABM: customer, creative, and content. She stresses that knowing your customer well is crucial for ABM success, as it allows for the creation of targeted and meaningful campaigns. Creative efforts should be organized and strategically published across multiple channels to effectively surround target accounts. Content, being the backbone of ABM, must be compelling and informative, avoiding lazy approaches that fail to engage potential customers.
The episode also dives into the evolution and scaling of ABM, from its origins in large-scale, one-to-one marketing efforts by companies like Accenture and IBM to more cost-effective, scalable approaches made possible by platforms like Terminus. Taylor discusses how companies can leverage personalized tools and data to refine their ABM strategies, ensuring that their content reaches the right audience at the right time.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén are joined by Jenna Quick from Bellxcel, a seasoned Google Ads expert, to dive into effective strategies for running Google Ads campaigns, especially for small B2B marketers. They begin by discussing the fundamentals of Google Ads, highlighting the importance of targeting the right audience and avoiding common pitfalls. Jenna emphasizes the need for a strategic approach, especially when dealing with limited budgets, and offers practical advice on how to maximize the impact of ad spend.
Jenna shares her insights on how to allocate different budgets, ranging from $100 to $10,000, and explains the importance of narrowing down the audience to ensure ad dollars are well spent. She illustrates how even a small budget can be effectively used for brand awareness if approached correctly. The conversation also touches on the significance of high-quality landing pages and how they play a crucial role in the success of ad campaigns. Jenna provides tips on maintaining simplicity and relevance in landing page design to enhance user experience and conversion rates.
The discussion concludes with Jenna offering valuable advice on Google Ads bidding strategies and the use of various tools for optimizing ad performance. She highlights the importance of continuous learning and adaptation in the dynamic field of digital marketing. The episode wraps up with a light-hearted segment where Jenna shares her biggest "marketing ick," adding a personal touch to the informative discussion. This episode is a must-listen for marketers looking to enhance their Google Ads skills and optimize their ad spend effectively.
In the latest episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén sit down with Anna Burgess Yang of ABY Creative. The discussion centers on maximizing the use of high-quality content through automation, particularly for solo marketers and small teams. Anna shares her innovative approach to ensuring no content goes to waste by repurposing it efficiently.
Anna explains the importance of automation in the content creation process. She uses tools like Zapier and ChatGPT to automate repetitive tasks, allowing her to focus on producing valuable content consistently. Her method includes using transcripts from conversations and turning them into multiple pieces of content for different platforms, ensuring a continuous and varied content stream.
The episode highlights how automating content processes can save time and enhance productivity. Anna emphasizes the value of repeatedly sharing core messages in different formats to reinforce brand identity and engage audiences effectively. Her insights provide a practical roadmap for marketers looking to optimize their content strategy and maintain a strong online presence.
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Camille Trent, Director of Content & Community at Teal. Camille, who previously hosted the show, joins as a guest to share her insights on content marketing. The conversation starts with Camille expressing her excitement about the show's continuation and her role as a guest, enjoying the opportunity to discuss content strategies with fellow marketers.
The trio dives into their biggest "content icks," highlighting common mistakes and misconceptions in content marketing. Dallion discusses the pitfalls of creating dedicated content rooms for small teams, emphasizing the importance of agility and sustainability. Camille adds her perspective, stressing the need to avoid perfectionism and focus on creating impactful content quickly. They all agree on the value of prioritizing content creation over unnecessary production complexities.
Camille's top "ick" is the overuse of generic SEO blog intros, which fail to engage readers. She advocates for more thoughtful, engaging beginnings to content pieces. The discussion also touches on the integration of AI in content creation, with Camille emphasizing the importance of proper research and editing to avoid formulaic and uninspired outputs. The episode concludes with a lively debate on maintaining fresh, relevant content and the pitfalls of lazy research and statistics.
In this episode of Content Logistics, host Camille Trent engages with Stephen Pope on the intricate dance of high-volume content creation and distribution. Stephen underscores the significance of systematizing content production to handle volume without sacrificing quality. He delves into strategies for organizing, producing, and distributing large quantities of content, emphasizing the importance of a structured approach through tools and technologies.
They further discuss the challenges of maintaining a consistent and impactful content flow. Stephen shares insights on balancing the creative aspects with logistical necessities, highlighting the role of databases and automation in streamlining processes. The conversation turns to the practicalities of managing content at scale, including the use of metrics and feedback to refine strategies and improve engagement.
Lastly, the episode touches on the future of content logistics, with Stephen suggesting that adaptability and continuous innovation are key to leveraging high-volume content. He reflects on the evolving landscape of content creation, driven by technological advances and changing audience demands, stressing that successful content strategy is not just about quantity but strategically using volume to build presence and influence.
In this episode of Content Logistics, host Camille Trent welcomes Eric Doty, the content lead at Dock, who shares his insights on SEO and content operations. Their conversation kicks off with Camille expressing excitement about having Eric on the show, citing his previous appearance on the Superpath podcast and his expertise in SEO as key reasons for inviting him.
Eric, with his background in SEO and experience as a one-person marketing team for seed-stage startups, discusses the importance of SEO in content strategy. He emphasizes the foundational role of SEO content in the growth and scaling of a company, particularly in the early stages. This approach, driven by both his past experiences and the specific needs of the company, underscores the strategic importance of SEO in building a company's online presence.
Throughout the episode, Eric offers valuable insights into the world of content marketing, highlighting the significance of SEO in establishing a robust digital footprint. This conversation is a must-listen for anyone interested in the intricacies of content strategy and the role of SEO in driving business growth.
In the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy.
The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies.
As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors.
The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging.
This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.
In this episode of Content Logistics, host Camille Trent engages with Jess Cook, Head of Content at Lasso, in a deep dive into the first 30, 60, 90 days as a new content leader at a tech startup.
The conversation kicks off with Jess sharing her journey from a junior copywriter to a creative director, focusing on B2C brands. The duo then explores the importance of understanding the product, the current content landscape, and customer research in the initial month. Jess emphasizes the need to listen, learn, and not rush into writing or creating.
As the discussion progresses, they delve into the logistics of content onboarding, discussing the need for access to communication tools, CRM systems, and project management tools. They also highlight the significance of understanding the budget, tech stack, and human resources available. Jess concludes with advice for new content hires, encouraging them to ask questions and seek clarifications.
This episode is a must-listen for anyone stepping into a content leadership role in a tech startup. It offers valuable insights into setting the right pace, asking the right questions, and establishing a solid foundation for success.
In this episode of Content Logistics, host Camille Trent dives into a deep discussion with Ramli John from Appcues. They explore the intersection of AI and content marketing, shedding light on how AI can streamline podcast production and save time.
The conversation takes a turn toward the practical application of AI in everyday life. They discuss the use of AI tools like Miro for ideation and brainstorming and how these tools can automatically branch out ideas, saving time and effort. They also touch upon the use of AI for creating images and videos and how AI can be integrated into social media tools like HubSpot.
Towards the end, they discuss the importance of content distribution and how AI can aid in repurposing content for different platforms. They also touch on the value of AI in content measurement, highlighting its impact on increasing impressions on platforms like LinkedIn and Twitter. This episode is a must-listen for anyone interested in leveraging AI for content marketing.
In this episode of Content Logistics, Camille Trent dives into the world of research content. She outlines five key strategies to leverage research for content creation.
Firstly, she discusses the value of Roundup research. It's a level-one strategy but can provide valuable insights and hooks for your product story. Secondly, she explores the classic industry report, emphasizing the importance of mixing quantitative and qualitative data.
In the third strategy, Camille introduces the concept of community-led research reports. She emphasizes the importance of unbiased data and the role of surveys in gathering this data. The fourth strategy is a twist on the third - replacing surveys with quizzes to gamify the process and increase engagement.
Finally, she discusses product-led research, using your product data to create compelling content. Camille encourages listeners to share their thoughts on these strategies and their experiences with research content. This episode is a must-listen for anyone looking to enhance their content strategy with research.
In this episode of Content Logistics, Jeremiah Rizzo sits down with Camille Trent, Director of Content & Community at PeerSignal & Keyplay. They delve into the art of crafting a compelling newsletter, with Trent sharing her unique approach to data analysis and content creation.
Trent emphasizes the importance of understanding the data and finding the story within it. She explains how she breaks down the newsletter into segments, starting with social proof and a recap of the previous week. She also highlights the importance of linking out to related posts, creating a growth loop for the content.
The conversation also explores the evolution of their newsletter. Trent shares how she and her team continually refine their content based on feedback and data analysis. She also discusses the results they've seen, including a significant increase in subscribers. This episode is a must-listen for anyone looking to improve their content strategy and engagement.
In this episode of Content Logistics, host Camille Trent engages in a deep dive with Stewart Hillhouse, Head of Content at Mutiny. They explore the personal nature of email as a medium, contrasting it with the more public domain of blog posts. Stewart shares his journey into content marketing, which began with launching his podcast and reaching out to marketers for insightful conversations.
The discussion pivots to the power of newsletters and the strategies for audience growth. Stewart shares his insights on creating sections within newsletters, making them more digestible and engaging for the readers. He also emphasizes the importance of storytelling in newsletters, highlighting the human side of marketing.
The conversation concludes with a focus on distribution strategies and the challenges of getting content in front of the right audience. Stewart shares his tactics and strategies, providing listeners valuable takeaways to apply in their content marketing efforts.
In this episode of Content Logistics, host Camille Trent delves into the essential elements of a successful podcast interview, starting with a strong framework for the show and individual episodes. She emphasizes the importance of nailing the premise and having a clear, engaging topic to draw listeners in.
Camille also discusses the role of the host as a director and live editor. She shares valuable tips for keeping the podcast on track, including mapping out the story, rephrasing questions, and recapping answers. Camille particularly highlights the significance of being silent, allowing guests to fully express their thoughts and avoid awkward overlaps. By doing so, the conversation flows better and ultimately leads to more meaningful discussions.
Lastly, she encourages listeners to reach out with their tips and experiences. This open invitation paves the way for a follow-up episode incorporating audience input, showcasing the podcast's commitment to continuous improvement and fostering a community of engaged listeners.
Content creation is hard work, and if you want to start a podcast or create engaging content for your audience, you need to build a strong strategy. However, the most vital thing to remember is that it's all about your audience; so, you need to put yourself in their shoes.
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Tommy Walker, the founder of The Content Studio. They talk about the importance of understanding your customer's journey, how you can engage your audience, and why you need to speak to the humanity of your audience.
Account-based marketing (ABM) is a strategic approach where you align sales and marketing to bring in new valuable customers. It aims to engage and convert high-value prospects into paying customers. But how do you create content that converts better for ABM campaigns?
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Corrina Owens, Sr. Demand Gen Manager at Gong. They talk about how ABM helps marketers elevate their content, why you need to focus on the voice of the customer, and how to lift up your prospects even before they're customers.
Creating unique content becomes challenging as the business climate and customers' knowledge and preferences change. But, as we established a while ago, we don't expect content creators to reinvent the wheel. Instead, an occasional walk down your blog's ''memory lane'' helps reintroduce old topics, analyze their current performance, and determine where change is necessary.
Nate Turner, the CEO & co-founder of Ten Speed, joins us in this episode of Content Logistics to discuss the causes and consequences of content decay and how companies should deal with it to prevent it from hurting their growth.
In this podcast episode, we discuss the impact of the ongoing recession on content teams, which are often the first to face budget cuts. Many companies perceive content teams as dispensable, but our guest, Anthony Kennada of AudiencePlus, argues that content is essential for marketing success. As Kennada puts it, "Without content, there is no marketing. Content is the flywheel that makes marketing happen."
Anthony explains why companies should keep their content teams, emphasizing their role in content distribution. He also discusses the shift in consumer behavior and how people consume content. According to current trends, as Anthony notes, content built around consumers, and not an algorithm, will drive business growth in 2023.
Integrated marketing is a strategy for delivering a unified message across all the marketing channels your brand uses. It lets businesses have a cohesive narrative about their brand and have a significant impact with their campaigns. And with an integrated marketing strategy, you can deliver mixed media messages or communicate in an independent voice.
But marketing across multiple channels is also a challenge. The more you use, the more difficult it becomes to ensure message consistency. Given the complexity of digital marketing channels, integrated marketing usually requires focused planning and effort, and that's where an integrated marketing strategy can be of great help.
In this episode of Content Logistics, our host Camille Trent welcomes Ashley Faus, the director of Integrated Product Marketing at Atlassian. Ashley gets into the structuring of a marketing team and why it's important not to separate the content and distribution parts from product marketing. Ashley and Camille discuss integrated marketing, the importance of shared goals for creating the right content strategy, and Ashley's different roles.
Content marketing is a strategy to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And if you want to stand out from the competition, you can create branded content that helps illustrate your company's point of view and evokes an emotional response from your audience.
But you need to know your audience for this strategy to succeed. If you don't understand your ICP and audience, you won't know how to go to market and how to build a better product. So, you need to know what your audience wants from your product and content.
In this episode of Content Logistics, our host Camille Trent welcomes Amanda Natividad, VP of Marketing at SparkToro. Amanda explains how you can create a successful content brand. Amanda and Camille discuss audience research, the ways to do it, and its benefits for the marketing team.
''Every B2B SaaS company should be a media company,'' says Melissa Rosenthal, the Chief Creative Officer at ClickUp and our guest on this episode of Content Logistics.
In this episode, host Camille Trent sits down with Melissa to discuss the importance of B2B SaaS companies operating as media companies. Melissa emphasizes that by creating targeted content and building long-term connections with their audience, B2B SaaS companies can drive significant business growth. She also highlights the benefits of producing evergreen content, which can save time and resources in the long term.
Throughout the episode, Melissa provides valuable insights and real-life examples to support her argument. She also offers practical tips for creating content that stands out in the feed. Melissa also highlights how to plan and execute a media strategy, including hiring and budget considerations. This episode is a must-listen for any B2B SaaS business looking to optimize its content marketing efforts and understand what it means to function as a media company.
Writing a book seems like a daunting task, and it definitely requires a lot of hard work and patience. But the sooner you start writing, the better you'll eventually become.
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Diego Pineda, an author and a content marketing manager at Dooly. Diego is also a published author with a rich portfolio of fiction and nonfiction books. Camille and Diego chat about why you need to write about frameworks, not ideas; testing your ideas online; and the importance of gaining insight into your audience.
The job market is extremely hot right now, and many people are looking to build their careers and shift into better roles. But how do you evaluate different content marketing job opportunities to make sure you pick the best one?
In this episode of the Content Logistics podcast, our host Camille Trent talks about the most vital factors to consider when evaluating your career path. She shares some tips for understanding whether a specific role or a company is the right choice for you.
Content marketing is used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And in a saturated market, content marketing can help brands stand out from the competition and reach audiences, adding value by providing informative and engaging content to drive brand awareness, loyalty, and ultimately, sales.
But content marketing is not static, and it doesn't look the same now as it did ten years ago — just as it won't look the same in ten years. Today, content marketing comes in the form of websites, social media, podcasts, blogs, etc., and if you form your content marketing team, you must be careful in your selection, and choose only those who love the job.
In this episode of Content Logistics, our host Camille Trent welcomes Mark Kilens, the CMO of Airmeet. Mark and Camille get into the importance of content marketing and how to build a content marketing team. They discuss who are good marketers and what falls under the purview of the content department.
Customer reviews are a great way to get valuable customer insights. And they are the best way to improve your product offering.
Customer reviews are also a powerful form of social proof that can help you strengthen your brand image and better position yourself in the market.
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Nick Bennett and Jay Desai. Nick is the director of evangelism and customer marketing at Alyce, and Jay is the head of marketing at Captivate Talent. They talk about leveraging customer reviews as social proof, why you should systemize your review processes, and why it's important to have your own reviews page.
Developing an effective content strategy is a top priority for a lot of marketing teams. And marketers have to constantly stay up to speed with algorithm changes in order to rank their best content.
But if you monitor the algorithm too closely and don’t pay attention to your customers’ questions, then your content may miss the mark (i.e., won’t lead to revenue).
And that’s where a community-led content marketing strategy comes in. This type of strategy can help your team balance SEO requirements and customer questions.
In this episode of Content Logistics, John Bonini, the Director of Marketing at Databox, joins our host Camille Trent to discuss community content. John shares how his company approaches it, why they decided to go in that direction, who is involved in the process, and why content writers should be reporters rather than columnists, at least at the beginning of their careers.
“Ungate all of your content. Provide all of your content for free without even asking for an email address.”
But this advice is easier said than done.
Ultimately, companies must create content to build awareness and drive growth. And SaaS companies have to articulate the value of their solution through content. But while some may profit from offering all of their content for “free”, others may need to use gated assets to meet their specific goals
So is gated content really dead? Or is there a place for it?
In this episode of Content Logistics, our host Camille Trent welcomes Marc Thomas, Head of Growth at Powered by Search. The two discuss gated content and when and how companies should use it. Marc also discusses lead generation and whether the term is relevant in 2022. He also shares valuable tips on how to grow your customer base and emphasizes the power of repurposed content.
Lately, we've witnessed the rise of community-led growth — a go-to-market strategy that relies on the impact, influence, and inputs from a strong, supportive community as the main lever for product and business growth. And having a strong community creates a win-win situation for your users and your business.
But many have difficulties creating a good community because they do not understand what it means. If you really don't understand your customer or your audience, you're probably not going to be able to create a good community because a community is not just a place; it's much more than that.
Joel Primack is the social and community specialist at Lattice, an advisor at Charla, and the co-founder of Revenue Era, a private community. He believes that community is less about what you actually see and more about how people feel in it.
In this episode of Content Logistics, Joel gets into communities and when and why we need them. Joel and our host Camille Trent discuss community-led growth — what it is, how you go about it, and how it can benefit a company or entrepreneur.
Content marketing is used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And it can be one of the most effective tools to help businesses grow.
But not all companies are successful at creating a content marketing strategy. Some often focus too much on tactics and not enough on strategy, while others target too broad an audience. Also, the fact that different types of companies should have different marketing strategies is ignored.
Fortunately, there are content marketing agencies that strive to create the best content for the web. One of them is Animalz, which provides high-quality content marketing to enterprise companies, startups, and VC firms.
In this episode of Content Logistics, our host Camille Trent welcomes Ryan Law, VP of Content at Animalz. Camille and Ryan get into the importance of a content marketing strategy and the right approach to it. In addition, they discuss thought leadership as one of the tools for content strategy and how to create a content marketing strategy for different types of companies.
Companies create content in various formats, including text, audio, and video. But there’s no such thing as one-size-fits-all in terms of content strategy. Therefore, companies that acknowledge the importance of content marketing (more and more do, especially in the tech space) put a lot of thought into creating a high-quality content team that thinks out of the box.
However, that’s easier said than done as content evolves, and companies must stay on top of trends to stay relevant and meet customers’ needs. Fortunately, many successful content creators/team members like Bridget Poetker and Brendan Hufford are willing to share valuable tips to make the job of aspiring content creators easier.
Bridget and Brendan join host Camille Trent in this episode of Content Logistics. The three discuss different content roles, the importance of a great content leader, things to consider when creating/joining a content team, and how company culture can make or break a content team.
Organic traffic is essential to online strategy, and so it's the primary goal of many companies that implement a digital system to acquire customers.
To this end, companies strive to create good content to reach the right audience through their digital channels. But it's not enough to have amazing content; people have to see it. Even large brands have to focus on building links to better their search ranking.
That is why there are companies that do off-site SEO work that could improve your search presence and contribute to your brand image. One of them is uSERP.
In this episode of Content Logistics, our host Camille Trent welcomes Jeremy Moser, the CEO of uSERP. Camille and Jeremy get into the importance of off-site SEO work and investing in it. They discuss link building, SEO tools, and which activities actually work.
Marketing offers plenty of room for creativity and innovation. It's a perfect opportunity to expand your brand's visibility and develop customer loyalty. But if you want to make the most out of a marketing campaign, you need to keep the bigger picture in mind.
In this episode of the Content Logistics podcast, host Camille Trent welcomes Benyamin Elias, the Director of Growth Marketing at Podia. They talk about Podia's latest creator fellowship campaign, the benefits of running such a buzz-worthy program, and how to generate original content from marketing campaigns.
Website optimization, which primarily involves changing the content and HTML code, is used to improve a site’s overall ranking. But for most businesses, it's challenging to find untapped opportunities in today’s highly competitive SERPs.
In this episode of Content Logistics, Camille Trent welcomes Steve Toth, SEO advisor and the former SEO Manager at FreshBooks. Camille and Steve get into how to grow your website from 0 to 50k clicks per day. And they talked about the importance of using Google tools, Chrome extensions, SEO tools (SEO Minion and Ahrefs), keyword clustering tools, and text tools.
A lot of brands are telling stories that are only relevant to customers ten years ago. To be on top of your content game now, you have to iterate and control the delivery of your content.
Many companies write blogs that nobody ever sees. That's because they probably do not own their content or distribution. But what if they have it all but still don’t have a content engine that works? How should they expand distribution and make buyers believe in their content?
In this episode of Content Logistics, our host Camille Trent welcomes Chris Walker, the CEO, and Founder of Refine Labs. They get into the logistics of content marketing, the importance of distribution and forcing functions, and explain why content marketing should be owned in-house.
Content marketing is a key component to your overall marketing strategy. And getting your content in the right hands is always a challenge. But most businesses really struggle with creating content that will rank high in SERPs.
Therefore, companies must invest more time — not just money — to determine how to create content that will bring value to their target audience, promote their brand without being too pushy, and follow SEO rules (even though they are constantly changing).
In this episode of Content Logistics, our host Camille Trent chats with James Scherer, the VP of Growth at Codeless, about pillar pages. James breaks down the content creation process, emphasizing the synergy between people and tools, and explains what every piece should contain to rank high on the SERP. He also shares real-life examples of the effective use of the pillar post structure.
If you’re in marketing and sales, you’re on LinkedIn. And most professionals use it in the most meaningful way, giving their best to help people solve problems, learn a new skill, or find a new job.
But marketers, especially those who have just started their careers, sometimes feel insecure when posting on LinkedIn. They often forget that they're experts in terms of their experience and that they have more authority to speak on things they know more about than anyone else.
In the new episode of Content Logistics, Camille Trent welcomes her ex-coworker, Zoë Hartsfield, the Community Manager at Spekit. They share the best practices for posting on LinkedIn, things to keep in mind when starting from zero, and the best ways to apply the 30/60/90 plan for engaging with the LinkedIn community.
Product-led SEO is a next-level SEO strategy that can help companies attract a larger audience and add more visibility to their products. And it is a pretty efficient technique that focuses more on revenue instead of rankings. After all, that's what SEO is all about.
But product-led SEO doesn't work for everyone. So, instead of investing in product-led SEO, local businesses should stick with Google My Business profiles and Yelp pages since these channels can help owners attract the right audience more efficiently.
In this episode of Content Logistics, Camille Trent welcomes Eli Schwartz, a best-selling author and an SEO expert and consultant with long-standing experience at various companies. They chat about the essence of product-led SEO, companies that can benefit from it, and when companies should bet on product-led SEO to foster their growth.
If you want your company to grow, you need to have a strong online presence. In order to do so, you need a well-thought-out content strategy. But creating a plan that drives success includes having a team of professionals experienced in connecting with your ideal customer across different platforms.
We all use email as the primary channel for business communication, but many now believe email is not an effective way to connect with your audience. However, most people are subscribed to at least one newsletter and it’s still a marketing tool worth considering.
In this episode of Content Logistics, Ashley Guttuso joins our host, Camille Trent, to discuss the recent rise of the newsletter, the ways SaaS companies should use them, and the difference between approaching your audience via social media versus sending them a newsletter.
Building an online presence involves identifying your ideal customer, creating appealing content, and hanging out where your audience is located. But, that is easier said than done because many companies, especially B2B, question whether they should be using platforms such as TikTok.
So, for all the B2B marketers out there, our guest Stephen Pope has some pretty valuable advice. First, don't overthink it. If you are on TikTok, so are your customers, for sure. Second, TikTok is not just about people dancing. Yes, it revolves around entertainment, but who says entertaining content cannot be educational or motivational?
Have we piqued your curiosity?
If so, tune in to this episode of Content Logistics. Our guest is Stephen Pope, the Founder and CEO of SGP Labs. Stephen and our host, Camille Trent, discuss why B2B companies should consider TikTok and how to make the most out of it, especially for building trust and brand awareness.
Customer happiness is key to the success of every business. And many SaaS companies pride themselves on putting the customer first and prioritizing customer experience over other aspects of the business.
But how many of them actually hear what their customers are saying? The time has come to put the spotlight on customer stories.
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Andrei Faji, the Director of Engagement Marketing at PandaDoc. They get into the incredible value of customer stories, the difference between customer stories and case studies, and how to create content that serves and inspires customers.
A chatbot has become an indispensable marketing tool for SaaS and software companies. And it can benefit your business in many different ways, from engaging your customers to helping you gain a better understanding of their pain points and needs.
But still, most companies fail to employ chatbots effectively. As a result, their chatbots come off as too pushy, incomplete, or irritating. You can easily avoid these rookie mistakes and use chatbots to your advantage.
In this episode of the Content Logistics podcast, our host Camille Trent welcomes Brendan Hufford, the Founder of Growth Sprints, the former Growth Content Marketer at Active Campaign. Camille and Brendan get into the best chatbot openers, how to set them up to achieve your business goals and who can benefit the most from implementing chatbots.
Writing high-quality blog posts requires talent and top-notch research skills. But, unfortunately, many writers lack the basic knowledge of what it takes to do proper research. As a result, we have the internet packed with articles providing inaccurate or outdated information.
Therefore, in order to eradicate this practice, managers need to educate their writers on how to look for reliable information sources and adequately implement collected data into their work. Otherwise, they can cause the company to lose customers' trust because of low-quality content published on their websites.
In today's episode of Content Logistics, our host, Camille Trent, chats with Erin Balsa, the Director of Marketing at The Predictive Index. Erin and Camille discuss the importance of proper data research, the difference between blog posts and research reports, the steps required to create research reports, and why B2B companies can benefit from them.
Companies, especially startups, need marketing to attract audiences and promote their products or services. But startups often don't have enough resources to try paid social advertising or invest in more comprehensive marketing campaigns. So is there a viable marketing solution for seed-stage companies?
Aside from well-thought-out SEO strategies, startups can benefit from middle-of-funnel content approaches. When focusing on the middle, it can help companies accomplish a few objectives, including raising awareness around their products. Some of the best middle-of-funnel content examples are comparison guides, templates, and other similar pieces.
In this episode of Content Logistics, Camille Trent welcomes Josh Spilker, the Head of Marketing of Friday. Camille and Josh discuss the basics of middle-of-funnel content strategies, provide the best real-life examples of this approach, and give a valuable piece of advice to content marketers trying to launch an SEO program for startups.
There are more and more companies that are deciding to work with freelancers instead of traditional full-time employees. And we can expect the need for freelancers to continue to grow even in the years to come. It's pretty obvious why this partnership model is so appealing to both businesses and contractors: greater independence and flexibility are just some of the perks.
But anyone that has either been a freelancer or hired one knows it's not all rainbows and unicorns. Just like any business relationship, freelancing demands hard work, time, and dedication. And it requires a commitment on behalf of both parties.
In this episode of the Content Logistics podcast, Camille Trent introduces Brooklin Nash, the Head of Content at Sales Hacker and Outreach. During his 7+ years of content marketing experience, Brooklin has been both a freelancer and an employer. Camille and Brooklin discuss the most common mistakes businesses make when hiring freelancers, why some partnerships go wrong, and how to hire good freelancers for your projects.
Webinars have been in the marketing toolbox for quite a long time. And, if used appropriately, they can be used in every stage of your entire marketing funnel.
But most brands today don’t know how to set up an effective webinar strategy and give their audience exactly what they want. Marketers are instead relying upon antiquated tactics and are missing out on a big opportunity to connect with customers.
In this episode of Content Logistics, Camille Trent welcomes Ashley Levesque, the VP of Marketing at Banzai, a modern event platform that empowers marketers to produce revenue-generating events. During the conversation, Ashley outlines the process companies can use to implement an effective webinar strategy.
Ashley herself has hosted hundreds of engaging webinars, and she knows all about what makes a good live event. She thinks marketing is about relationship building, and webinars are a perfect two-way communication platform for building those relationships.
Product-led content can be an essential part of your marketing strategy if you’re looking to build trustworthy and long-term relationships with your clients. And it’s the best way to present your product without coming off like a sales pitch. However, if you want to create high-quality product-led content, you'll not only need a top-notch writer, you'll also need someone who knows your product.
In this episode of Content Logistics, Fio Dossetto, the Editorial Lead at Wildbit, joins our host, Camille Trent, to discuss the secrets behind crafting product-led content. Fio starts by giving a pretty interesting explanation about what product-led content is and how it can benefit businesses.
She also talks about SEO as part of content marketing and explains why companies should optimize their content. As she says, it is not necessary to create a lot of new content; you can use articles you already have and optimize them.
You create product-led content to help customers solve a particular problem. So, this type of content is not just about optimization and keywords. Remember, behind every piece of content is a human being, so let your customers feel that.
You won’t see the benefits of content creation right away...it takes time. In this episode of Content Logistics, Alina Benny talks about her experience as a content lead at Nextiva and points out the most important steps every aspiring writer should take to succeed.
During Camille's and Alina's conversation, we get an inside look into what makes content fresh and how a team approaches content creation, organic search, and lead generation. Besides that, Alina shares her experience in leading a team of content creators and pinpoints the priorities involved when scaling out a content program.
Alina reflects on how difficult it is to create content that ranks and leads to revenue. According to Alina, you have to practice, try different approaches, and focus on quality to ensure your website visitors actually become interested in what you have to say.
Google Docs and Microsoft Office might offer some of the most popular agenda templates out there, but they’re basic and not suitable for specific industries. And Hypercontext saw an opportunity to capitalize on this gap. The company decided to develop specific agenda templates and created an entire library for marketers, engineers, and sales teams.
In this episode, Camille Trent chats with Hiba Amin, the Senior Marketing Manager at Hypercontext. Hiba discusses the benefits of producing a series of popular templates tailored to first-time managers, engineers, and sales teams. According to her, the Hypercontext agenda template library succeeded because the company had a clear goal in mind - the end-user.
Hiba further discusses how marketers should listen to their customers and consider their input when creating content and ultimately improving the core product.
What is influencer marketing all about? How can you build quality relationships with influencers? And is B2B influencer marketing the same as B2C? If you've asked yourself any of these questions before, prepare yourself to finally get some of those answers from Jay Desai.
Jay is the Founder of Swpely, a tool for saving, curating, and sharing modern content on the internet. He decided to build Swpely as a new, better solution that makes it easier to save the best ideas online as well as make ideas more actionable. Jay has a rich background in B2B marketing, content, growth, and influencer marketing.
According to Jay, to be an influencer, you don't need to have a million followers. You just need to have an influence over your existing followers. On the other hand, brands should aim to collaborate with influencers that are, above all, great content creators and that know how to communicate effectively. If you want to learn more about how to implement successful influencer collaborations, tune in to this episode of the Content Logistics podcast.
"Everything's content," says Justin Simon, the Global SEO and Content Lead at TechSmith.
Justin and host Camille Trent discuss the differences between creating content and repurposing older content. Justin explains how most content teams are under constant pressure with trying to "reinvent the wheel" and are directed towards new content initiatives. But the truth is, there's so much space for improving the old pieces already out in the world. As Oscar Wild once said, "You can't be overdressed or overeducated." It's the same with the audience. The audience is an ever-growing category, so there's no danger of over distributing your content.
In addition to refreshing content, the two also touch upon social media distribution strategies. They conclude that not every channel is suitable for every business. However, Justin says, you need to experiment in order to really know what's working for your company.
The conversation also gets into the importance of understanding your customer and using this rapport to build your content strategy. And in order to reach your customers, it all comes down to making the most out of the content you already have in place. For example, not everyone likes to read blog posts or watch webinars, but you might be able to reach them with exciting tweets - all stemming from a blog post or long-form webinar.