B2B Content Marketing: The Content Callout Podcast

Is LinkedIn a mystery to you? How does an everyday marketer win prospects and actually generate revenue for their company (yes, you heard that right - GENERATE REVENUE)? Our friend Sarah Scudder is back to help us understand how the marketing team of your firm can utilize LinkedIn to do more for the bottom line. Sarah’s current role is Chief Marketing Officer at SourceDay and she practices what she preaches when it comes to LinkedIn. On this episode, you’ll learn why strategic and consistent LinkedIn activity will be a significantly lower customer acquisition cost than paying a sales rep or BDR to drive inbound leads. And you’ll learn how you can use LinkedIn to produce the right content, get it in front of the right people, and be top-of-mind for others when it’s time to buy.

Marketing in 2021 took on a life of its own, with the response to the pandemic being all over the board. As a content development and production team, the Content Callout crew have quickly become marketing connoisseurs of a sort, noticing and learning from both the ridiculous and the incredibly innovative. 

Kayla Graham and I (Mark Raffan) thought it would be a good idea to chat about the good, the cringy, and the super successful things we noticed marketers doing in 2021. You’ll hear us talk about strange things that happened, debacles and missed opportunities, encouraging trends we see in B2B marketing and messaging, and we riff a bit on the uses of NFTs, the new Meta platform, and more. We wrap up with each of us sharing our top 3 marketing lessons learned in 2021.

• A quick summary of this “best and worst” moments episode [0:23] 
• Strange things that happened in the marketing world during 2021[1:15]
• The Cinnamon Toast Crunch debacle and missed opportunity [8:35]
• Effective and encouraging trends in sales and marketing alignment [12:51]
• Challenges coming in 2022: Changes are happening super fast [19:16]
• NFTs and the metaverse are going to be strong in the future [22:22]
• Will Meta be any different than Facebook? Will the company fix its issues? [25:31]
• Each of us shares our top 3 marketing lessons learned [28:09]

• NAME OF RESOURCE: Gary V’s NFTs
• Clubhouse

• https://ContentCallout.com 

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Jackie Hermes is the Founder and CEO of Accelity, a Wisconsin-based agency that helps B2B SaaS startups get revenue and grow faster. She also hosts The Art of Entrepreneurship podcast and is a mentor to other professionals in the space. 

Jackie was running a marketing department and implementing marketing automation at a large company. She saw an opportunity to work with startups that didn’t have access to the same resources large conglomerates did. So she started freelancing, and it turned into a business. 

What did the process look like? What skills did she hire for? Find out what Jackie learned along the way in this episode of Content Callout! 

• [1:00] Learn more about Jackie Hermes + Accelity
• [6:31] Traditional education versus a hunger to learn
• [8:34] Jackie’s tips for engaging on LinkedIn
• [17:51] Tips for creating and building out a course
• [26:41] The symbiotic relationship between marketing and sales
• [32:58] Setting guardrails instead of strict processes
• [38:02] What should the first hire be?
• [41:49] Jackie’s top tips for marketers
• [45:26] How to connect with Jackie Hermes

• Heather Monahan
• Shield: LinkedIn Analytics Tool
• Content Callout episode with Scott Cunningham
• 
  

• Accelity Marketing
• Jackie’s personal website
• The Art of Entrepreneurship podcast
• Connect with Jackie on LinkedIn
• Follow Jackie on Twitter
• 
  

• https://ContentCallout.com 
• 
  

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Kate Bradley Chernis is the CEO and Co-Founder of LatelyAI, a content creation machine. Kate’s former life as a DJ gives her a unique perspective on copywriting. She loves lyrics and believes the way things sound trumps the rules. If it delivers results, who cares about the rules? Her Mantra? “It doesn’t matter what you say; it’s how you say it.” Listen to this episode of Content Callout to bask in her genius. 

• [3:07] How Kate approaches copywriting 
• [7:36] Kate’s process for capturing tone of voice
• [14:20] Can awful conversationalists be great writers?
• [19:12] The concept of “Vomit—then edit”
• [22:08] Kate’s workshop 
• [24:24] Focus on finding better verbs
• [27:32] Connect with Kate online

• Dragon Naturally Speaking software
• Ann Handley’s Newsletter
• JLo’s That Limitless Glow Sheet Mask
• NPR’s Selected Shorts
• Steven Millhauser
• The Babysitter by Robert Coover
• Empire of the Air by Tom Lewis

• LatelyAI
• Sign up for Lately’s Office Hours
• Connect with Kate on LinkedIn
• Follow Kate on Twitter

• https://ContentCallout.com 

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Cookies are everything. It’s how marketers have tracked data. So with the death of third-party cookies, what do marketing agencies do? If you based a large portion of your marketing on retargeting ads, this will be a significant change for you. In this episode of Content Callout, Ana Raynes—the owner of B2B agency Simplified Impact—shares the data you’ll have to start leveraging to see continued marketing success—without cookies. 

• [1:39] Understanding the death of the cookie
• [4:07] Sorting personas into cohorts
• [7:38] How advertising will change
• [11:45] Navigating the changes in marketing
• [18:31] The resurgence of traditional marketing
• [24:11] Consider hiring a full-time copywriter
• [25:49] The role of AI in advertising
• [33:48] The role of YouTube in marketing strategy
• [36:03] Ana’s top three takeaways
• [39:42] How to connect with Ana Raynes

• Simon Data (CDP)
• Hubspot
• Klaviyio
• Canva
• Adobe Analytics
• BOOK: Sapiens
• How TikTok Chooses Which Songs Go Viral
• Webinar: Agencies + CDPs: Here's How to Throw a Party without Cookies

• Simplified Impact
• Follow on Twitter
• Connect on LinkedIn

• https://ContentCallout.com 

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Christoph Trappe is a brilliant content marketer at the top of his game. He recently published a great book called “Content Performance Culture,” which I love. In this episode of Content Callout, we talk about the power of voice, podcasting, video, and how brands can take advantage of content and make a bigger impact than they are right now. 

• [1:16] The biggest mistakes marketing professionals make with content
• [4:10] Where to start on your content journey
• [10:18] Is the podcast market becoming oversaturated? 
• [13:47] What traits make for a good podcast host? 
• [20:38] How AI impacts search results and content
• [24:15] Define your audience and what makes you unique 
• [26:23] How to connect with Christoph and get his book

• Christoph’s book: Content Performance Culture

• Voxpopme
• Christoph’s blog: Authentic Storytelling
• The Business Storytelling podcast
• Connect on LinkedIn
• Follow on Twitter

• https://ContentCallout.com 

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Emma Cimolini is the Marketing Director at Routific, a B2B SaaS startup that does route planning for delivery businesses. Emma was in the event industry for a long time before moving to agency work. She ended up at Microsoft for a time but knew a big corporation wasn’t for her. She’s one of the elite few that loves the chaos of startup life. In this episode of Content Callout, she shares some strategies she’s learned around B2B marketing for a SaaS startup.

• [0:35] Learn more about Emma Cimolini
• [1:53] Building a marketing strategy from the ground up
• [5:57] Developing a content strategy for a startup
• [10:33] Don’t be afraid to fail—and fail fast
• [12:26] How Routific defines an MQL
• [14:34] The disconnect between marketing and sales
• [21:41] Education and information: what’s relevant?
• [27:57] With ever-changing SEO, quality content matters
• [31:26] Creating marketing processes and content guidelines
• [40:40] How to find the perfect content partnership
• [45:11] How to connect with Emma Cimolini

• Traction: Get a Grip on Your Business by Gino Wickman
• The 15 Commitments of Conscious Leadership
• Ogilvy on Advertising by David Ogilvy

• Routific
• Connect on LinkedIn
• Follow on Twitter

• https://ContentCallout.com 

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It’s safe to say that marketing is ever-evolving, encompassing new ideas that build on the successful tactics of the past. In this special panel episode of Content Callout, Scott Cunningham, Lindsay Tjepkema, and Sarah Scudder each share a unique perspective on the past, present, and future of marketing. They talk podcasting, email marketing, print and packaging, data, and so much more. If you’re ready to see marketing in a whole new light, don’t miss this episode! 

• [1:40] Learn more about Scott, Lindsay, and Sarah
• [4:25] A discussion on the state of marketing today
• [10:21] Authenticity from a print and packaging perspective
• [16:38] Is data-based marketing the future?
• [23:23] How to make the podcasting process easier
• [27:42] How data influences print and packaging 
• [29:37] Battling the rising cost of print supplies 
• [31:10] Building a successful email campaign
• [38:21] Podcasting—and marketing—is a long game
• [40:32] What the future of marketing could look like
• [48:55] Q&A session with Lindsay, Scott, and Sarah
• [52:55] Some final thoughts from the panel

• Scott Cunningham is the Co-Founder and Managing Director of Social Lite
• Connect on LinkedIn
• Merchant Mastery

• Lindsay Tjepkema is the CEO and co-founder of Casted
• Connect on LinkedIn

• Sarah Scudder was the President and CRO of Real Sourcing Network and is now the CMO at SourceDay
• Connect on LinkedIn

• https://ContentCallout.com 

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According to Derek Hovinga, “Inbound Marketing is a marketing methodology that uses content to attract visitors, nurture leads, and delight customers.” Derek is the Owner and Inbound Marketing Strategist at The Inbound Lab, which focuses on—you guessed it—inbound marketing. So what marketing strategies does inbound marketing encompass? Is inbound marketing the way of the future? Listen to the episode to hear Derek’s thoughts on this relatively new field of marketing. 

• [3:20] How The Inbound Lab was created
• [9:09] Marketing as an industry is forward-thinking
• [13:17] The difference between inbound and content marketing
• [15:18] What is Brian Halligan’s Flywheel?
• [23:14] Honing in on email marketing
• [26:17] The basics of marketing qualified leads
• [35:55] Newsletters and email campaigns
• [40:02] Derek’s metrics agreement with partners 
• [44:00] How to learn more about The Inbound Lab

• The Flywheel Model

• The Inbound Lab
• Connect with Derek on LinkedIn
• The Table Side Mashed Potatoes Podcast
• The Client’s Side Podcast

• https://ContentCallout.com 

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What is C2C leadership? Why is it important? Taking your business from chaos to composure and back again is important for its success. Ron Tite shares why in this episode of Content Callout. Ron is a Speaker, Author, and Founder & Chief Creative Officer at Church+State. He is the author of “Everyone’s an Artist” and “Think. Do. Say.” We talk all about organizational marketing operating systems, C2C leadership, and metrics and data in marketing. 

• [2:18] C2C Leadership—from “chaos” to “composure”
• [5:20] How to become comfortable in the chaos
• [13:00] What’s needed for ideas to flourish
• [17:14] Protect yourself from yourself
• [22:49] Change your mindset about metrics
• [27:08] Ron Tite’s great books and how to find them
• [28:25] The two important things Ron learned as a comedian 
• [30:02] How to connect with Ron online 

• Dr. Robyne Hanley-Defoe
• The Stockdale Paradox
• The Practice by Seth Godin
• Exactly What to Say by Phil Jones
• Harvard Business Review

• Church+State
• Connect on LinkedIn
• Follow Ron on Twitter
• Think. Do. Say.
• Everyone's An Artist

• https://ContentCallout.com 

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