B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

Cynthia Stephens, Vice President of Marketing at Advisor360°, talks with Jeremy about creating content aimed at enterprises.

Highlights:

• Three things that set marketing to enterprises apart from marketing to small accounts: personalization, perspective, partner ecosystem
• Personalizing content for multiple personas within an enterprise account
• How marketers can partner with sales to build relationships with enterprise prospects

Learn more about Advisor360°

Connect with Cynthia on LinkedIn

Memorable Quotes:

"For me, there are three things that really set apart enterprise class storytelling from the content marketing and storytelling to maybe an SMB. So one is personalization, the second is perspective, and the third is really the partner ecosystem."

" Think about your partner marketing ecosystem and think about ways that you can kind of help build and leverage a community of these complimentary firms, right, where they're offering complimentary services to your audience, and really help use that as a way to create thought leadership and expand brand awareness"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nic Straut, SEO Lead/Content Creation Manager at NorthOne, talks with Jeremy about strategies for finding the best and more valuable keywords.

Highlights:

• Why keyword stuffing no longer works to generate website traffic
• Searching long-tail keywords for content ideas
• How to not get bogged down in trying to rank for high-volume keywords

Learn more about NorthOne

Connect with Nic on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Rusty Bishop, Chief Marketing Officer at Bigtincan, talks with Jeremy about creating late-funnel content.

Highlights:

• What works and what doesn't in late-funnel content creation
• Marketing and sales working together to get front-line people the content
• Machine learning to develop the right kinds of content that drives revenue

Learn more about Bigtincan

Connect with Rusty on LinkedIn

Memorable Quotes:

"There is the type of content that you would wanna provide to your customer facing teams when they are in the final stages of either closing a deal or perhaps it's renewing a client who's already a customer. So it's that late funnel, when it's getting close to being done."

"What you've gotta think about, especially in late stage, is,  do I have content that's addressing each of those personas that could be in that binder?  I think this is something people miss quite a bit, right? They assume I'm selling to CTOs, and I've got great content for CTOs, but it turns out that I didn't have anything for the CMO and they torpedoed the deal. That's the kind of thinking that we're trying to do here in late stage"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Pam Smith, Chief Marketing Officer at Globality, talks with Jeremy about the value of talking 1 on 1 with prospects.

Highlights:

• How talking with prospects helps you understand how they think
• Why it's important to hear how prospects talk and take note of the words they use
• Why both sales and marketing should be talking to prospects

Learn more about Globality

Connect with Pam on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Cynthia Wakeford, Head of Content, Brand, and Public Relations at GoodTime, talks with Jeremy about the value and power of data driven reports.

Highlights:

• Why audiences tend to find data-driven reports so valuable and interesting
• Using a 3rd party company to collect data vs. collecting data yourself
• How to package and present data in a compelling way

Learn more about Goodtime

Connect with Cynthia on LinkedIn

Memorable Quotes:

"So, front loading the investment in getting good, clean, accurate data that really points to your prospect audience. I think it's, I think it's sort of a foundational element for a really solid data driven content strategy"

"Are you giving your audiences truly useful content? , is it interesting? Is it unique in some way? So spending a lot of thought and time before you even get into designing the survey or creating the survey, thinking about how this content is really gonna serve that audience, and then how you're going to get it out to that audience over and over and over again."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Ryan Raiker, Vice President of Marketing at AYR, talks with Jeremy about humanizing a highly technical/scary topic.

Highlights:

• Why the company changed its name from Singularity Systems to AYR (Are You Ready)
• Tips for developing messaging that connects with your audience's emotions, not just their intellect

Learn more about AYR

Connect with Ryan on LinkedIn

Memorable Quotes:

"Most people actually look at themselves as an important cog in the wheel of technology. They're not just looking at performing mundane tasks or looking to build technology from a, just a technical perspective, pretty much everyone is looking to make an impact in the world, in their employer, their work and really having an emotional connection to work."

"It's kind of like finding that passion, finding that purpose. Most folks want to have a desire to go to work, not to just sit in a chair and kind of crunch numbers or perform codes. So even the most technical people really get behind the idea  that AI can transform the world"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Dan Lawrence, Head of Growth Marketing at Wrk, talks with Jeremy about building a framework for testing content.

Highlights:

• Defining "growth marketing," i.e. using data to pinpoint what's working and to keep improving content performance
• Doing content marketing like a scientist, i.e. building out hypotheses, running experiments, and measuring hypotheses against the data
• How to build a framework to test hypotheses

Learn more about Wrk

Connect with Dan on LinkedIn

Memorable Quotes:

"It's constantly building out hypotheses based off of what the goals are. And what the growth levers are that you need to pull based off of attaining those goals. And then really you're analyzing data after this, after you run experiments and seeing what works, what doesn't work, gathering feedback and then using that feedback to implement more permanent structures so you can build growth on top of that next"

"You draw out the entire customer life cycle and you map off the touchpoints of a customer life cycle and you sit down as a leadership team and and you figure out areas that you believe from an assumption or hypothesis perspective that could increase conversions or could help you get quicker to your goal as soon as possible"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Kelly Johnson, Sr Director of Content Strategy and Web Strategy at Lever, talks with Jeremy about the promises and perils for B2B marketers of investing time and resources in emerging content types, including TikTok, augmented reality, and virtual reality.

Highlights:

• The promises and perils of build content on "rented land," i.e. platforms that may not have a long shelf life
• Dealing with security concerns on new platforms
• How can B2B marketers use immersive experiences like VR? May be too soon to tell ...

Learn more about Lever

Connect with Kelly on LinkedIn

Memorable quotes:

"So I think that's a concern with any platform, to be honest with you. That's not your own. You always have to evaluate how much time and attention and investment you wanna make in it before if it should go away, you lose that appendage, so to speak, or that tool in your arsenal to create an audience"

"One of the challenges I've heard TikTok had was the purported breach that basically exposed some private data. Cybersecurity analysts discovered a breach of an insecure  server, that allowed TikTok storage to  be exposed and  which contains, personal user data, so that type of security breach gives me pause"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Martin Morzynski, SVP of Marketing at StreetLight talks with Jeremy about getting customers to see your vision of what's possible.

Highlights:

• The importance of approaching marketing from an educational standpoint when introducing a new category to the market
• The huge value of customer testimonials
• The value of guesting on other podcasts

Learn more about StreetLight

Connect with Martin on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Tom Flierl, Vice President of Sales and Marketing at Amla Commerce, talks with Jeremy about creating a content marketing strategy in a multi-brand context.

Highlights:

• Strategies for managing marketing for two brands simultaneously
• How managing b2b marketing is like coaching a winning basketball team
• The importance or recruiting the right talent to execute your content marketing playbook

Learn more about Amla Commerce

Connect with Tom on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.