What do you do during an economic downturn, when your resources are slashed, your team is cut, and you’re asked to do more with less?

Rachel Downey says while others are pulling back, it’s time for you to lean in and double down on what’s working.

Rachel is the founder and CEO of Share Your Genius, an end-to-end podcast agency built from a marketer’s perspective. She joined the first episode of (Re)Sessions to share her content marketing expertise.

You’ll learn why it’s important to stand out during a recession, how to create and leverage a consistent brand message, and how to repurpose podcast content for all of your marketing channels.

Key Takeaways:

🎙 1:55-2:39 Are you under-leveraging your podcast content?

💡 9:18-10:51 How to repurpose podcast content for all your marketing channels

🙋‍♀️ 14:26-14:54 The importance of standing out and owning your lane during a recession

There is a lot of noise in the marketplace, from whiplash headlines to predictions galore. What does the future look like? Where is the economy heading? How can we be ‘recession proof’?

It can all feel a bit too much. And as marketers, we already have a bit too much to do.

Introducing (Re)Sessions, a special four-episode series we've curated to answer the questions on every marketer's mind when dealing with the most certain thing - uncertainty.

You'll hear from four industry leaders in content marketing to get their take on what may lay ahead—Rachel Downey, Founder and Executive Producer of Share Your Genius, Julian Lewis, Co-founder of StudioPod Media, Devin Bramhall, CEO of the content marketing agency Animalz, and Jeff Coyle, Co-founder and Chief Strategy Officer for MarketMuse.

In this series, host Lindsay Tjepkema digs deep with each expert to get their advice on what to do when the noise gets a bit too loud and, more accurately, what to do when budgets get slashed, headcount gets lowered, and the list gets longer.

The one thing you will learn is there are opportunities and creative solutions to win—no matter what.

As a VP and Social Discipline Leader at IBM, Stephen Hunton is all about understanding what his audience wants: Is it a product demonstration? A topic they need to get educated about? Or do they just want to be fascinated by a new look at something or a deep dive into an innovation? 

Likewise, Hailey Wheeler, Services Marketing Communications Consultant at Caterpillar, is also building relationships with the brand’s varied audiences using content from print to podcasting and all the channels in between. 

In this special live panel from our AMPLIFY event, Stephen and Hailey discuss how Amplified Marketing allows them to reach more people with less-frequent-yet-higher-quality audio and video content.

Key Takeaways

🔥 13:15 - 15:00 Effective Content: Demonstrating, educating, and fascinating

📣 16:25 - 18:15 Content Marketing is about human connection

🪄 25:40 - 28:37 Expectations on what content can do for a brand

🚀 29:54 - 30:46 How Caterpillar is amplifying their audio and video content

💡 33:25 - 34:25 How to find experts for your audio and video content

🥳 38:10 - 40:24 The Amplified Marketing Methodology: Why we're excited

🙋 43:31 - 45:09 Q&A: How to effectively make a case to leadership that content marketing creation structure need to support quality first, then quantity

🧑‍💻 48:05 - 50:03 Gathering data: What's the time under tension?

🔑 57:33 - 01:00:52 Q&A: To gate or not to gate?

When we talk about amplified marketing, you’re going to hear “audio and video content.” A LOT. And for good reason. Things like webinars, video series, and yes, even podcasts are filled with some of the richest, expert-driven content you can find out in the world. This kind of content is truly poised to be reused, repurposed, and wrung out across channels. 

But when it comes to podcasting specifically, there seem to be a lot of perceptions about what podcasting is and isn’t. And my guests today are here to put their own cards on the table and discuss the myths and misconceptions about podcasting that they believe might be holding brands back from expanding into this powerful channel. 

In this special session from our AMPLIFY event, Lumavate’s President and Host of the Real Marketers Podcast, Stephanie Cox, and Senior Marketing Specialist, Michelle Lawrence share their thoughts on how a podcast fits within a marketing strategy. And you probably won’t be surprised to learn that they also know from personal experience how a podcast can fuel your content strategy and make it easier to ahem...amplify your content to feed all your other channels. 

Key Takeaways:

03:34 - 05:19 🎙Marketing Myth #1: Your CEO should be your podcast host

05:21 - 09:25 📣 Marketing Myth #2: There's a podcast for everything, and you'll never break through the noise

09:27 - 11:58 🥵 Marketing Myth #3: Podcasting is hard

11:59 - 14:56 ⏳Marketing Myth #4: You can only market new content for a couple weeks after release

15:01 - 16:33 📲 Marketing Myth #5: Podcasts should generate leads

Resources:

Real Marketers Podcast

What if you could curate content for your customers by harnessing the power of expert voices? What if those expert voices also happened to be amazing creators? Would you lean into working with these outside experts to launch an entire podcasting network? That’s exactly what HubSpot did in 2021 — they launched a podcast network full of amazing (and already established) podcasts.

But why lean into a podcast network full of content creators over starting your own? Especially when you’re a brand, like HubSpot, that has a history of creating some pretty amazing audio and video content.

In this special session from our Amplify event, Alanah Joseph, Senior Marketing Manager of the HubSpot Podcast Network, breaks down why HubSpot chose to undertake this initiative, how they curated and worked with these creators, and how you can take some pages from their book and work with creators and experts in your own space. Learn how Hubspot is leaning into Amplified Marketing and amplifying the voices of experts and creators in their content in really unique and untraditional ways.

Key Takeaways:

04:13 - 06:46 🎬 The beginning of the Hubspot Podcast Network

07:03 - 09:50 💡 The creation of inbound marketing

10:24 - 12:26 🤝 Why brands partner with creators

13:21 - 17:40 🛠 Building relationships with creators: How to find the right creator

18:03 - 22:17 ✍🏽 Tips for building a flexible workflow

22:19 - 24:49 📣 Sharing is Caring: Amplify voices and brands

Resources:

HubSpot's Podcast Network

Our guest today is one of our favorite content marketing experts in the world. As a Multimedia Marketer at OpenView, Meg Johnson is a pioneer in Amplified Marketing and one of our first colleagues who, like us, saw how complicated and discouraging the life of the content marketer had become. Meg knew there had to be a better way to create all the content she needed without sacrificing quality or creativity, and that meant she needed a revolving source of content, a Content Carousel, as she likes to say, and that allowed her to repurpose and reuse some of OpenView’s most valuable content across different formats and channels. 

But don’t let this reusing and repurposing of content allow you to think amplified marketing is about quantity. Oh no no no, my friends. Quality is king here. And from Meg’s perspective, there’s a simple way to ensure this creates quality content every time. 

In this special session for our AMPLIFY event, Meg goes a little deeper beyond creation and discusses the dos and don’ts of brand building with a special focus on how vulnerability is the raw material that we, as marketers, should use to forge authenticity and trust with our audience. She’s also a big believer in treating people like they’re people, not transactions.

Key Takeaways:

03:16 - 03:49 ❤️ People care about people, not brands

04:16 - 05:28 🛠 Building your brand through authenticity and trust

05:33 - 07:36 💡 Be consistent: It will help build trust and deliver value

07:38 - 09:05 🗝 Lead with empathy - People are people, not transactions

11:21 - 12:03 📲 Do prep calls before you record your podcast

12:04 - 12:35 ⚖️ The balance between being a good marketer and a good human

12:35 - 14:24 ♻️ The Content Carousel: Reuse, Repurpose, and Repeat

14:24 - 15:28 👯‍♀️ Find your community

Resources:

BUILD with Blake Bartlett

Marketing Showrunners, Jay Acunzo

OpenView Website

There's a misconception that in order for marketing to be creative, you have to sell a product or service that is hip and cool and exciting. But newsflash, some of the most innovative and creative marketing campaigns come from brands in unexpected spaces. I mean, think about it. It's all about understanding your audience and finding a creative perspective to connect with them,

My guest today is Sam Balter, Director of editorial content at ZoomInfo. And he's the guy who truly loves content marketing and uses it in creative ways to engage an audience some might think that would be hard to reach, and that's all the hardcore fans of date out there. ZoomInfo has a lot of its own data. I mean, it's what they do, it's a lot. And when they were thinking about what they could do with it to grow their audience, Sam came up with the ingenious idea of taking all that data, turning it into content for different channels, and building the brand's story off of conversations. That's when the Talk Data TO Me podcast was born. Don't you love that name? And since then, Sam has been refining his creative process and is always looking for new ways to use that incredibly valuable content to reach new audiences and continue to grow the brand.

In this very special session, from our recent Amplify event, Sam discusses his views on the state of content marking today. What's working, what's not, and where he sees new opportunities popping up like Attention Artibtrage. Let's dive in.

Key Takeaways

05:47 - 08:20🎢 The highs and lows of a content calendar

08:44 - 11:36🚛 Delivering unique content with a purpose

15:22 - 17:57💸 Focus on Attention Arbitrage

24:06 - 26:48👏 Create a space where marketers can fail, and learn from mistakes

30:12 - 34:11📣 Takeaways for content leaders to bring creativity back in to play

Resources

ZoomInfo Website

Talk Data To Me Podcast

What do Saxsquatch, Dumpster Fires, and Dunder Mifflin all have in common? (wait, look around) They were each a central part of some pretty interesting and downright creative marketing campaigns that our guests on today’s show worked together to create. Brad Beutler, Content Marketing Director, and Jillian MacNulty, Senior Content Marketing Manager of Terminus have created a kind of Terminus Time-Space Continuum of super-engaging content. But it’s not just about being crazy creative. They’ve developed a yin and yang to their content strategy.  A complimentary balance of the fun creative side and the (what some would say is) less fun but critical side of managing a content calendar, having a distribution strategy, and including necessary things like SEO in your plan. 

What makes it all come together and drive results? I’ll give you a hint, it starts with amplified and ends with marketing. 

That’s right, Brad and Jillian believe that for every project you launch, you have to create a post-launch amplification plan that will get your content out to the widest audience possible, and they do that by repurposing, refreshing, and reusing the original content in all the channels their audience is in. And in this special session from our recent AMPLIFY event, they break down how you can do it, too.

Key Takeaways

04:16 - 06:45👋 Meet the Yin and Yang of content

08:12 - 10:15⚖️ A balanced approach to content

11:27 - 14:20🚀 How to launch a piece of content

14:47 - 19:27🔥 Insights for amplifying your content

19:42 - 21:22💡 Learnings from repurposing content

Resources

How ABM Could Have Helped Dunder Mifflin

The Flip My Funnel Podcast

Our guests today are masters of listening to each of their audiences. Drift was one of the first brands to go all-in on building content streams around recorded conversations, one of the pillars of Amplified Marketing. And on today’s show, Content Marketers Molly Sloan and Elizabeth Hilfrank discuss how Drift not only experimented early on and incorporated video and podcasts into their strategy, but how they’ve kept a close eye on each show’s audience, how they’ve found riches in those niches, and how they’ve gone on to create multiple shows for different, evolving audiences. 

For instance, Elizabeth’s running four shows at the moment, including a new one we’re really excited about, Pipeline, hosted by returning Drift alum Dave Gerhardt, one of the original conversational content creators. 

In this special session from our recent AMPLIFY event, join me, Molly, and Elizabeth as we explore all the ways Drift puts their audience first, from mining that rich content from the expert’s brain to how Molly and Elizabeth promote and amplify their content to reach all those people waiting for that next episode.

Key Takeaways:

03:36-04:13 👋 Meet Molly & Elizabeth

04:56-06:58 📹 Prioritizing audio and video to make the brand more personable

08:16-10:32 📣 Audio and videos place in an amplified marketing strategy

13:46-15:00 🔍 Keeping a pulse on what’s working and what’s not

16:05-18:04 💰 The return of Dave Gerhardt and the launch of “Pipeline"

22:05-22:57 🤝 Audio and video creation takes teamwork

28:52-30:59 🪐 Amplified marketing in space

32:48-34:12 ⏳ Amplified marketing isn't linear

38:30-39:56 🎉 What excites you about amplified marketing?

Resources:

Pipeline with Dave Gerhardt

RevGrowth Virtual Summit

Drift Insider

Picture this. Your team is creating amazing, high-quality audio and video content that harnesses the power of expert voices. It’s the content your prospects and customers want. It transcends format and channels. It’s the best content you’ve ever created! But you come to find out, no one on your team is using it because they can’t seem to locate it. Sound familiar?

Today’s guest is no stranger to the woes of the content team in enterprise brands. As the Director of the Salesforce Studio Team, Michael Rivo understands how content silos and lack of content access can create disparities across teams and leave so many content opportunities on the table. With an abundance of content including over 20 shows in production and with the Salesforce Plus launch on the horizon, Michael knew his team needed to bring all of their content under one umbrella to create consistent processes and structure for their content universe. 

In this special session for our Amplify event, Michael walks me through how Salesforce is leaning into Amplified Marketing by bringing all of their content together, creating a Podcasting Center of Excellence, and putting amplification strategies in place.

Key Takeaways

06:05 - 07:08💡The center of excellence

07:46 - 09:20😪 Life before Amplified Marketing

11:15 - 12:58🪐 Creating a universe of audio through Amplification

18:26 - 21:55🔥Connecting with people with your content and through multiple channels

27:00 - 28:52📣Advice to those who want to amplify their marketing strategies

Resources

Dreamforce

Salesforce Resource Center