B2B Content Marketing: The Content Callout Podcast

Online Geniuses is THE largest Slack community for marketers. They have over 38,000 members from 100 countries. It consists of an army of marketers—CMOs, Digital Marketing Directors, Owners of Agencies—from around the world engaging in one centralized slack channel. You have the knowledge base of the world’s marketers at your fingertips. Online communities are the future of networking. 

How can your brand leverage slack communities? How can you personally benefit from a Slack community? Michael Cadieux and David Feinman share the immense benefits in this episode of The Content Callout.

• [1:52] Learn more about Online Geniuses and Procurement Foundry
• [4:45] Mike’s rapid-fire tips for marketers
• [9:09] David’s rapid-fire tips for marketers
• [13:23] Community building takes a community 
• [15:38] Who is the Online Geniuses Slack community built for?
• [16:20] How to network the right way in online communities
• [18:12] What you can expect from the communities
• [25:40] How to share new technologies with Online Geniuses
• [29:23] Why experience design matters in online communities
• [31:20] The #1 thing marketers should be doing that they don’t
• [35:40] How to learn more about Mike, David, and Online Geniuses

• Online Geniuses
• Procurement Foundry
• Loom

• Connect on LinkedIn

• Connect on LinkedIn
• Follow on Twitter

• https://www.contentcallout.com/

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How do you leverage user-generated content to scale your content quickly? Mark Kilens founded HubSpot Academy, the #1 source of inbound marketing education. Since then, he joined Drift and grew their Insider community to over 50,000 members. One of the ways he scaled these communities—and therefore their brands—was through user-generated content. He shares how you can enable your communities to create content in this episode of The Content Callout.

• [2:02] Why Mark created Hubspot academy
• [6:10] How to create massive amounts of content
• [8:11] Partner with your customers to market your brand
• [11:05] Learn more about Drift Insider
• [14:55] Content needs to be integrated across verticals 
• [20:56] How to connect with Mark Kilens

• Get 50% Drift’s event on March 16th Flash Miami 2022 using code: MARKKILENS50
• The Community Sense podcast

• Drift Insider
• Connect on LinkedIn
• Follow on Twitter
• Text Mark at 978-226-6965

• https://www.contentcallout.com/

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How do you make your email campaigns successful? How do you get your list to open your emails? Is there some secret strategy you need to embrace? Kelsey Johnson—the Product Marketing Manager at AWeber— helps entrepreneurs make more sales in less time through automation, effective subject lines, and email copy. In this episode of The Content Callout, Kelsey shares three things you can implement immediately to create email campaigns that perform. 

• [1:00] Learn more about Kelsey Johnson
• [2:25] Kelsey’s rapid-fire tips for marketers
• [5:46] Tip #1: Simplify your language—write fewer words
• [12:13] Tip #2: A conversation on social proof 
• [16:48] Tip #3: AB test your copy
• [22:47] Successful email campaigns in B2B
• [30:05] What makes email campaigns effective?
• [33:30] How to properly structure a welcome email
• [35:05] Automated functions you should use
• [38:00] How to overcome writer’s block
• [39:25] Where to connect with Kelsey Johnson

• Subscribe to Kelsey’s email marketing newsletter

• AWeber
• Connect on LinkedIn
• Follow on Twitter
• The AWeber Blog

• https://www.contentcallout.com/

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• Apple Podcasts, Spotify, Google Podcasts

What does it take to excel as a marketing leader? How do you build and manage a strategic marketing plan? Do you know if you’re properly calculating ROI? Peter Mahoney—the CEO and Founder of Plannuh—shares his perspective in this episode of The Content Callout. Don’t miss his unique insight into the world of marketing leadership. 

• [1:02] Peter’s three rapid-fire tips for marketing leaders
• [3:05] What it takes to become a good marketing leader
• [5:55] Why coaching is an important investment
• [6:55] The value of the Fractional CMO movement
• [8:45] Creating a strategic marketing plan
• [13:49] Calculating the ROI associated with marketing
• [19:28] Learn more about Peter’s book

• Peter’s book: The Next CMO: A Guide to Operational Marketing Excellence
• Peter’s podcast: The Next CMO Podcast
• The Next CMO community 

• Plannuh
• Connect on LinkedIn

• https://ContentCallout.com 

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B2B brands are worried their content is too boring, so they often focus on making it pretty. Justin Schmidt—the VP of Marketing at Capacity, a B2B SaaS platform—believes that’s the wrong move. In this episode of The Content Callout, Justin shares some unique ways you can source interesting and valuable content and how you can get it to rank so looking pretty doesn’t matter. 

• [0:56] Justin’s background in marketing + leadership
• [5:50] Tip #1: Pretty doesn’t always equal good content
• [10:19] Tip #2: Everyone should keep a swipe file
• [12:36] Tip #3: Join the same communities as your customers
• [17:50] Off-the-beaten-path places to source content
• [21:42] How creative ideas fit into content strategies
• [26:10] Where content fits in the funnel
• [31:06] How to create content clusters that rank
• [35:24] Justin’s favorite piece of content
• [38:22] How to connect with Justin Schmidt

• Dan.From.HR
• Superpath
• Online Geniuses

• Capacity
• Connect on LinkedIn
• Follow on Twitter
• The Support Automation Show

• https://ContentCallout.com 

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When you think about influencer marketing, the B2B space probably doesn’t come to mind. Most B2B marketers wouldn’t consider using an influencer in their campaigns. Dani Hao points out that just because you’re in the B2B space doesn’t mean you’re selling to businesses. You’re selling to people within a business. People that have names, personalities, and interests. 

That’s why Dani firmly believes that avoiding using influencers as part of your marketing strategy is a mistake. In this episode of The Content Callout Podcast, she shares why B2B brands should collaborate with influencers and lays out some best practices.

Dani is a startup marketing coach, speaker, and B2B marketing podcaster, whose mission is to help brands build authenticity and trust through content and community. 

• [1:18] Dani’s three rapid-fire tactics
• [2:46] How influencers can be used in B2B
• [7:46] How to build an influencer strategy
• [10:24] Content doesn’t just mean written content
• [12:40] How to make your content last
• [15:20] How to connect with Dani Hao

• Check out Lumen5 for FREE

• Connect with Dani on LinkedIn
• The Supercharge Marketing podcast
• The Spend Culture podcast

• https://ContentCallout.com 

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Will interactive content be the marketing of the future? Interactive content is changing marketing. As more and more content floods communication channels, organizations need to find a way to stand out with their marketing messages. Interactive content is one way to do this, but historically it has been difficult and expensive to create. 

Outgrow Is a content platform where users can create interactive content without needing to code. How can interactive content benefit B2B marketers? Creative Director and CIO Saksham Sharda shares how you can embrace the trends and remain agile with your marketing in this episode of The Content Callout!

• [1:07] Learn more about Saksham Sharda
• [3:03] Rapidfire tips for marketers
• [4:48] Don’t treat the market too seriously
• [9:55] How to get good with a no-code tool
• [12:07] What tools are your competitors using?
• [18:20] Will interactive tools be a necessity? 
• [20:46] Overcoming choice paralysis 
• [29:10] Outgrow’s tools for 2022
• [30:49] How to connect with Saksham

• Get a one-month trial of Outgrow! Use coupon code: Outgrow+TCC-1Month
• Product Hunt
• BOOK: Steal Like an Artist
• The Marketer of the Month Podcast

• Outgrow
• Connect with Saksham on LinkedIn

• https://ContentCallout.com 

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Mark Colgan is an entrepreneur responsible for increasing revenue across a portfolio of companies. He has 13+ years of experience in B2B sales, marketing, and recruitment. In this episode of Content Callout, he shares three genius strategies you can use to multiply the effectiveness of your marketing efforts. 

• [2:28] Tip #1: Speak with your customers regularly
• [4:23] Tip #2: Invest in outbound marketing 
• [8:38] Leveraging podcasts as a messaging tool
• [13:23] How to attribute sales to a podcast
• [17:23] Tip #3: Leverage job descriptions to provide valuable content
• [21:09] How to reach out to Mark Colgan

• ZoomInfo
• Lusha
• Gong

• Speak On Podcasts
• Connect with Mark on LinkedIn

• https://ContentCallout.com 

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Pam notes that sales and marketing think and approach the same objectives very differently from the get-go. Sales and marketing teams have the same business and revenue objectives, but they usually differ in their approach. Salespeople say “accounts, “ whereas marketers say “buyer personas.” Salespeople focus on the bottom of the funnel, and marketing focuses on the top. Salespeople are driven by short-term objectives (i.e., quotas they have to meet), but marketers focus on long-term objectives (such as building brand awareness). 

But once you understand the differences, you can find commonalities and ways to work together. Can your teams do a joint initiative? Can marketing help build sales templates? Pam recommends that sales and marketing teams find one or two projects to work on together. 

• [2:26] How to get to know your customer deeply
• [6:22] The number of “you” should be more than “we” 
• [11:18] Understand your company’s martech stack + processes
• [16:06] How to determine the tools to invest in
• [22:45] Proper integration of sales and marketing 
• [25:40] How to improve the quality of your MQLs
• [30:58] What is account-based marketing?
• [33:37] Kick off the year developing a marketing plan
• [36:52] How to successfully write a book 
• [41:15] Get connected with Pam Didner 

• Everybody Writes by Ann Handley

• Pam’s Website
• Check out Pam’s YouTube channel
• Pam’s podcast: B2B Marketing and More
• Follow Pam on Twitter
• Connect on LinkedIn
• The Modern AI Marketer
• Effective Sales Enablement
• Global Content Marketing

• https://ContentCallout.com 

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Among startup founders, Ryo Chiba’s story is unique. He wasn’t a prodigy, nor did he develop a world-changing technology in his garage. His first coding class was in college, and he found himself working on technical and creative challenges. Over time, his work grew to become a marketing technology app called TINT. The company grew to 40 full-time employees, millions in annual revenue, and 1000+ customers in 172 countries. Ryo’s expertise is in understanding Google, how traffic translates into website visits, and how to optimize content to attract Google’s attention (and therefore land high in search results). Now he’s working on a new project called TOPIC, which the Content Callout team has been experimenting with within our quest to find the best tools for our content creation efforts. Listen to learn what’s needed to write a great blog, how AI can help with content generation, and content creators’ common mistakes.