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

Lori Stout, VP of Marketing at PAR Technology, talks with Jeremy about using quarterly themes to organize content development.

Highlights:

• How creating quarterly themes helps organize content teams
• The importance of flexibility when using quarterly themes
• Why creating quarterly themes boosts creativity and team morale

Learn more about PAR Technology
Connect with Lori on LinkedIn

Memorable Quotes:

"We try to create a story or a theme that ties back to what we told the market we were gonna do, whether that's creating better integrations, whether it's creating a better customer experience. So we map that to the features and products that will be released that quarter and then kind of tell that story like it's a chapter in a book."

"We take everything that we created from a content perspective, we look at the different chapters in the book, and then we align that to the data that we actually gathered from our platform, from all of the different restaurants that use our platform. And we say, hey, you know, we told you this was gonna be important. Here's how the data correlates to that. So that's kind of the closing chapter of the book."

"So, plan a quarter in advance, kind of have a good idea what we're gonna do for the following quarter, but if our customers need us to go in a completely different direction, we have the flexibility to do that."

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.

Navid Jafari, Vice President of Marketing and Communications at PeerNova, talks with Jeremy about using podcasting as a marketing channel.

Highlights:

• What makes podcasting different from other content channels
• How to define podcast success
• What it takes to maintain a high quality podcast

Learn more about PeerNova
Connect with Navid on LinkedIn

Memorable Quotes:

"What's really, really cool about podcasting is that you very rarely put a podcast behind the gateway, right? And so the podcast is a fantastic opportunity for them to get to know you, for them to understand your points of view, for them to just casually hear you out."

"I think podcasting is uniquely positioned to essentially be that sort of informal introduction about who the company is and what we're trying to accomplish."

"I know sales people would probably say, no, you have to be more direct and assertive and all that stuff. A hundred percent agree. I think there is a time and a place for all that, but I think as marketers, people that live further up in the funnel, we just have to do a better job of being a guide as opposed to being sellers."

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.

Kellie Walenciak, Head of Global Marketing & Communications at Televerde, talks with Jeremy about fusing your content marketing strategy with your company's mission.

Highlights:

• How including your purpose in your marketing strategy can lead to unique content
• Why showing your purpose through content can improve business outcomes
• Balancing strong purpose with your business proposition when creating content

Learn more about Televerde
Connect with Kellie on LinkedIn

Memorable Quotes:

" We wanna know that the work we're doing has meaning. We want it in our personal lives, but I think to an increasing degree, we're seeing it in people wanting to have that as consumers as well."

"So when companies are talking about purpose, we're kind of coming in as a partner and helping them build that kind of purpose driven partner ecosystem that's so important because companies are being looked at very differently."

"It's always that leading with what it is we do and how we can drive business results and how we deliver exceptional services. And also we have this incredible team that's working with you, becoming an extension of your sales and marketing team. And by the way, you are helping them change their lives."

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.

Jacob Warren, Head of Marketing at Waratek, talks with Jeremy about creating awareness of a problem to create demand for your product.

Highlights:

• Why it is important to have a strong grasp on who your target audience is
• How to approach educating your audience on a solution for a problem they don't think is fixable
• Why hiring a subject matter expert can boost your content's value

Learn more about Waratek
Connect with Jacob on LinkedIn

Memorable Quotes:

"We are approaching the education from a jobs to be done perspective. So the jobs to be done for a decision maker is going to be drastically different from a practitioner and the things that they care about. Because of those, jobs to be done are also going to be different."

"The content that you write to generate leads isn't necessarily the content that you write to create demand for a category that doesn't exist in your audience's mind yet. So you need to talk about your product a lot less and about the category a lot more."

"You really have to provide that level of value in my opinion. If you don't, then you just kind of get lost in the noise of search engine results, the myriad of blog posts that get shared on social media."

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.

Pam Didner, a B2B marketing consultant, producer, and writer, talks with Jeremy about scaling content across different regions.

Highlights:

• What scaling content across regions actually means
• When to simply translate content and when to completely rework it
• Strategies for communicating and collaborating with content teams in other regions

Visit Pam's Website
Connect with Pam on LinkedIn
Listen to Pam's Podcast

Memorable Quotes:

" I want to talk about it from two different layers, if you will. One is kind of, how to work with your counterpart at geographies. The other one is really, you know, what are the types of content that you need to be aware to scale."

"We modify the messaging and once you modify the messaging, everything's trickling down."

"I don't believe that the ownership of content should be 100% corporate or 100%, say, at the geography level because if each geo creates their own content and they don't necessarily have a central force to have it communicate, it creates a lot of duplication and also inefficiency."

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.

Sydney Fenkell, Head Of Marketing Communications at Proscia, talks with Jeremy about what content marketing teams can learn from other communications functions.

Highlights:

• How marketers can work with internal comms to develop stronger employee engagement
• How internal communicators can help B2B marketers better engage external audiences
• Strategies to collaborate with internal comms, HR, and other departments

Learn more about Proscia
Connect with Sydney on LinkedIn

Memorable Quotes:

"What I've kind of found, just generally working in the comms capacity, is that my role is really to take the great work that our team is doing and get it out there to the world. That's kind of what makes for the most interesting stories. So naturally, I spend a lot of time talking to my colleagues across different areas just so that I have a pulse on what's going on."

"The best way to build support for marketing or communications has been to demonstrate the value that it delivers. And once again, I need support from other people to be successful."

"Kind of take a step back, consider who you might bring to the table for different initiatives, because you might find that there's some really unique perspectives that come from that."

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.

Jodi Cachey, VP of Content Strategy & Growth Marketing at Mediafly, talks with Jeremy about how content marketing adds value to companies navigating tough economic times.

Highlights:

• The role marketers play in keeping companies running during leaner times
• The importance of tracking what matters, not just vanity metrics
• Showing people your value using the C.L.O.S.E. method

Learn more about Mediafly
Connect with Jodi on LinkedIn

Memorable Quotes:

"The best way to get them to care in an economic downturn is to kind of put your money where your mouth is and say, you know, quantify it."

"We use a methodology called C.L.O.S.E. and that is challenge, loss, opportunity, solution, and evidence. So that's kind of how we structure all of our content. We never start with our solution. We start with, this is the challenge that we know you're facing. This is what it's costing you. This is the opportunity if you fix that challenge and this is how the solution will help you fix it. And then this is the evidence."

"I think from my perspective, if the economy tanks and your team is still performing well and you're meeting sales targets, your value is pretty self-explanatory, right?"

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.

Oliver Gelles, Chief Marketing Officer at OrthoFi, talks with Jeremy about sharing data and information as a content marketing strategy.

Highlights:

• How sharing data can establish your company as an authority in your space
• How to compel other companies to use your data
• Tips for developing a plan to share data and becoming a trusted authority

Learn more about OrthoFi
Connect with Oliver on LinkedIn

Memorable Quotes:

"Our strategy of building our brand has been around establishing ourselves as an authority. So we believe that we can actually improve outcomes, but in order to say, you can improve outcomes, you need to show what the before and the benchmark is and what the out outcomes are. And so we believe that we establish our authority by using data and establishing credibility."

"It is one of our brand features is that everyone knows that we know all the data and that has driven a lot of indirect traffic back to us. Not just the traditional outbound, you know, sales and marketing effort and then response. But really that halo back to us, along with a whole number of other things."

" If you have a product, and whether it's direct function or it's indirect function is to gather all kinds of actual data, consumer behavior data, anything like that, I believe that you can leverage it positively, not by being selfish, but being selfless." 

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.

Brandon Moore, Director of Content Marketing at Vendasta, talks with Jeremy about creating a content production playbook.

Highlights:

• What a content production playbook includes
• What uses a content production playbook has for all members of the content team
• How to begin the process of creating a content production playbook

Learn more about Vendasta
Connect with Brandon on LinkedIn

Memorable Quotes:

"We look at it as a documentation repository to guide the process and motions of our content team step by step. So it covers everything from blogging to thought leadership and amplification. And really the purpose of it is to supplement training and development of the content team."

"The plays inside this book really describe in detail, like I said, step by step tactics that we use to ideate, create, edit, and publish content, as well as, you know, various other operations of the team. And we really leverage it to keep everybody informed."

"Make it a priority. Use it as a single source of truth, right? Don't have all these documents everywhere, all across your Google Drive or your Dropbox. Keep it in one document and just consistently be looking after it and updating it."

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.

Steve Keifer, Vice President of Marketing at Ordway, talks with Jeremy about applying the red ocean, blue ocean strategy to content production.

Highlights:

• What red ocean, blue ocean means in relationship to content
• The best places to seek out blue ocean ideas
• Best practices for finding blue ocean ideas

Learn more about Ordway
Connect with Steve on LinkedIn

Memorable Quotes:

"One of the things that I've been exploring at the companies I've been at is like, how can we find new topics that nobody's writing about? The blue oceans, you know, the questions that our prospective customers are trying to get answers to that wouldn't show up in keyword research that maybe they're just asking one on one, but people don't even know about."

"You almost have to have dog ears, I say, instead of just human ears to identify these types of blue ocean topics because the sales reps and other people that are on the call will just sort of disregard them, but they're nuggets of gold for us on the marketing side."

"It's a little bit of a scavenger hunt. The way that I've been approaching it is just trying to block off a certain amount of time per week to look for those things and just make a habit of checking in or listening in on x number of calls per month." 

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.