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

Matty de Castro, VP of Growth & Operations at VidMob, talks with Jeremy about the concept of intelligent creative.

Highlights:

• What "intelligent creative" means and why it matters
• What impact intelligent creative will have on B2B content marketing
• Why marketers should consider implementing intelligent creative into their strategy

Learn more about VidMob
Connect with Matty on LinkedIn

Memorable Quotes:

"Digital marketing was so focused, whether it be B2B or B2C, on creating those audiences and then optimizing based on the data you got from creating those audiences. Now, creative was always a component of it because creative is actually what you saw once you were targeted by one of those algorithms. But no one really knew how that creative was performing because it was always really based on an emotion."

"You create competitive advantage for your business with data. And so the more data you have, the more competitive advantage you have."

"I think the content, being able to cut through on these digital platforms and be relevant and then be understood and allowed to be optimized, I think is gonna be just incredibly important as we go into the next 10 years."

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.

Jaclyn Robinson, Senior Manager of Content Marketing at Crunchbase, talks with Jeremy about turning your audience into content creators.

Highlights:

• How to build an "external content engine" that empowers your audience to create and submit content
• How to manage crowd-sourced content for quality and consistency
• Aligning content created externally with your company's vision

Learn more about Crunchbase
Connect with Jaclyn on LinkedIn

Memorable Quotes:

"A lot of the way that we have built this, I guess contributed content engine, is by connecting and building relationships with folks that are in those audiences. So we do that, whether it's reaching out proactively and saying, hey, this is a person that our audience totally respects and we need to make a connection with them and see if we can maybe get some content out of that connection."

"We get those people naturally coming to us saying, hey, you know, we love the thought leadership that you're sharing on this. We agree and we would love to be part of this contributor network that you are sharing, you know, people's perspectives on."

"A big piece of what we do on the content team is kind of police that a little bit and say, this is a great piece and we love the company's story, but we also need to be thinking about the audience that we are trying to reach and how to make this piece of content particularly actionable for them."

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.

Mary Gilbert, CMO at Folloze, talks with Jeremy about the role of buyer experience in content strategy.

Highlights:

• How the relationship between the experience engine and content engine drives a rich buyer journey
• Different content engine methods and how to know when to use them
• Where data gathering may be currently underutilized

Learn more about Folloze
Connect with Mary on LinkedIn

Memorable Quotes:

"The content engine really combines persona, account data, opportunity stage, and behavior insights to deliver the best content based on the buyer stage and behavior. So it basically takes all that guesswork out of content strategy and delivery."

"That experience engine is really designed to give them a tool that allows them to know where that customer is, know what they're interested in, know what they've been doing, and create a really exceptional experience. Whether it be a landing page or an event resource or an event page or a, you know, partner portal, but to be able to really be efficient and effective and not have to stand in line with the web team or the digital marketing team to get their content executed."

"People are still so dependent on that website, but the reality is that 90% of digital content is delivered outside of the website."

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.

David Markowitz, Director of Product Marketing at Stord, talks with Jeremy about creative uses of video in case studies.

Highlights:

• Why modernizing case studies using video can make them more digestible
• How to effectively plan and execute a video case study
• The value of using more conversational media like video and podcasts

Learn more about Stord
Connect with David on LinkedIn

Memorable Quotes:

"Prospects want references. They want to hear real customer stories. So we really thought, why don't we just put some of our most interesting customers in front of the camera and let them talk so prospects can really hear from them rather than directly from us."

"We almost try to make it as if you were at a cocktail party and you were talking to this guy and he was like, hey who are you working with? And he spends a minute or two telling you the story, that's sort of what we wanted to come through. So it's really, at the end of the day, it's much more sort of a conversational story."

"It can't be we're gonna drop a couple podcasts and see how it goes. It has to be something that, I think if you're gonna do, you sort of need to be all in, like we're gonna commit. We're gonna do this on a regular schedule."

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.

Roxie Elliott, Director of Content Marketing at DigitalOcean, talks with Jeremy about conducting research to create better content.

Highlights:

• The value original research adds to creating more interesting content
• How research helps you stand out
• Tips for content teams of any size to tell a compelling story using data

Learn more about DigitalOcean
Connect with Roxie on LinkedIn

Memorable Quotes:

"The thing about research is that it doesn't have to be super complicated. You know, even a 10 question survey sent out to maybe 500 respondents, or even if it's less than that, can provide really interesting, valuable content."

"Maybe the first one, you know, is a little bit more effort than a standard article you might write, but I would say it's definitely worth it in the long run. And as you build up that process, it just gets easier and easier."

"It really can be pretty evergreen content that you can refer back to. So you don't have to just write one blog post about it. You can refer to those stats. In future blog posts, you maybe can do a series of articles based on one study that you did because you might get enough data."

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 Hoechster, Director of Content & Communications at Stensul, talks with Jeremy about educating your audience on a problem they don't know they have.

Highlights:

• Strategies for educating your market on a problem they need to be aware of
• How to effectively speak to your audience using their language
• How to bring your audience information without underestimating their intelligence

Learn more about Stensul
Connect with Steve on LinkedIn

Memorable Quotes:

"Help them understand what they're doing takes too much time. It's too complicated. It's just too hard and it doesn't need to be."

"You don't wanna suggest to them that they don't know something or they don't know how to do something, right? You know, ignorance or lack of knowledge does not make you less intelligent, it just makes you less informed."

"Sometimes the best conversations involve challenge. If I put something forward to you, that challenges your thinking, I'm then expected to provide, for want of a better term, a logical argument to support my point of view."

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.

Caroline Dunn, Vice President of Marketing at Wahsega, talks with Jeremy about video marketing strategies.

Highlights:

• Reasons people perceive video marketing as daunting
• Simple first steps for producing video content in-house
• Why you should listen to the needs of your customers and not create content for the sake of content

Learn more about Wahsega
Connect with Caroline on LinkedIn

Memorable Quotes:

"So we looked at okay, how do I show people that my product is easy to use, you know, show don't tell. And that's why we got into video. We wanted to show don't tell. "

"If you do a couple videos, don't go out and spend a whole bunch of money first. Go and do what can you do. I've made videos on my phone with 3000 views on LinkedIn. No microphone, on my phone. People will watch that."

" I don't wanna take away business from a real videographer who does great production. There is a place for that. You should be doing that. That's great, if you can afford all that, but you know, for small companies or people just trying to get their content out there, you don't need to go and spend a ton of money from the get go. Do what you can with what you have and then if you find yourself in a rhythm or find yourself, hey, I do need to move it to the next level, hire that crew."

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.

Emma Calderon, Senior Director of Communications and Content Marketing at Qualified, talks with Jeremy about B2B podcasting strategies.

Highlights:

• Strategies for producing and maintaining podcasts
• Creating podcasts that are uniquely your company's voice
• Why a good host is crucial to creating a successful podcast

Learn more about Qualified
Connect with Emma on LinkedIn
Qualified Podcasts

Memorable Quotes:

"100%, no question in my mind, consistency. Come hell or high water, commit to your release schedule because that's really how you build that like audience and listenership muscle."

"Getting clear, like laser focused on one strategy, will help kind of create like the baseline to get iterative as you grow."

"I think it all comes back down to intention. And so if you have a message or something that you want to educate on or something that you can entertain with, then I think you go for 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.

Jessica Vose, Vice President of Growth Marketing at Zimperium, talks with Jeremy about devising a content strategy.

Highlights:

• Why you should complete a gap analysis to build the foundation of your content strategy
• How to decide what types of content would be most effective for your organization
• The importance of internal communication when developing a marketing strategy

Learn more about Zimperium
Connect with Jessica on LinkedIn

Memorable Quotes:

"If you don't actually look at it from the bird's eye view of how that content is serving your business goals, where it's going, what it's saying, to whom is it answering, you know, the issues and the questions that those people are facing, then you're missing the mark."

"I think when you're getting started with content strategy, doing that inventory, doing that taxonomy is really fundamentally important to being able to proceed with a lot of good information on what needs to be done."

"I feel like on a weekly basis I'm having to educate and re-educate folks on like, okay, but remember, we've talked about this and these are the programs we're running with these themes to meet these business challenges with these value propositions for these audiences. So I do it from that angle and I remind them, you know, here's the plan that I have shared with you."

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.

Bridget Bell, VP of Communications at IronNet, talks with Jeremy about creating content conversation tracks.

Highlights:

• What a "conversation track" is
• How conversations tracks can enhance your content marketing strategy
• Finding a balance between content marketing and simply creating conversation

Learn more about IronNet
Connect with Bridget on LinkedIn

Memorable Quotes:

"At IronNet, we did this to say for each of our personas, what type of content do we need to have them coming back for more? And so it was defining over 60 pieces of content that mapped out to each portion of those conversations so that it would be let's start here. "

"Our best performing content is really the thought leadership content that does not directly tie to IronNet. So we understand what content they're looking for to start that conversation."

"I'd say the one word that I would really use to describe the content that we try to produce is authentic because we wanna have authentic content out there that our audience is interested in and will spur those conversations."

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.