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

Fahad Muhammad, VP of Marketing at Daylight, talks with Jeremy about creating a vibrant content experience.

Highlights:

• Why "content experience" matters for cutting through the noise and getting traction with your audience
• The value of creating content with a "quality over quantity" mindset
• Why you shouldn't copy the content styles of larger successful companies

Learn more about Daylight
Connect with Fahad on LinkedIn

Memorable Quotes:

"That's what we're all shooting for from a marketing perspective is to bring them back, to have them consume more with the idea of the more they consume, the more educated they get, the more informed they get about the product and the problems that that particular solution's trying to solve and eventually turn them into buyers."

"It all boils down to who you're creating the content for and who you are trying to engage. An engineer is very different than a VP of innovation. A fleet company is very different than, you know, a fortune 100 bank. So understanding who you are creating the content for, who you're trying to engage, basically defines the variables that you, from a marketing and content marketing perspective, should be playing with." 

"The consistency element is also important. No brand wants to be known for things that they're doing that there's no consistency to them, whether it's in what they're producing every month is different or tone starts to change. And then there's no brand identity. There's no anchor for that brand to be like this is what it stands for. So consistency is important. Within the consistency, there is experimentation and that experimentation is tied to looking at what is the modern day consumer's mindset."

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.

Kristin Dorsey, VP of Marketing at Linc, talks with Jeremy about creating a go-to informational source for your audience.

Highlights:

• Why creating a customer experience resource is important for any company in any industry
• How to effectively implement this idea at the right pace
• Why creating this resource is important for long-term content strategy

Learn more about Linc
Connect with Kristin on LinkedIn

Memorable Quotes:

"What makes one piece more valuable than the other? Well, to me, it's something where you have something unique to bring to the table, whether it's a unique perspective, whether it's more information, whether it's deeper research, whatever it might be."

"This is not something where you're gonna get thousands of subscribers in week one. This is something that's gonna take some time and grow organically over time. And it's something that needs consistent tending and nurturing and feeding when it comes to content, when it comes to promotion."

"The key there, like I said, is just baby steps and building on successes, instead of diving right in, thinking that you're going to have this fantastic community from day one just because you have good content. You know, it just isn't gonna happen that way."

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.

Jaz Fulton, Global Director of Content and Demand Generation at Whispir, talks with Jeremy about putting together a strong content team.

Highlights:

• What qualities to look for when building your team
• How to empower your team to get the best out of them
• How to effectively collaborate in the age of remote work

Learn more about Whispir
Connect with Jaz on LinkedIn

Memorable Quotes:

"I think, really more than anything, just seeing how somebody writes. If there's any grammatical errors, I will see it. And I make mistakes. I'm not gonna say that I don't. And I can see how, if you have a personal blog, you probably don't have an editor going through everything right? Like we all know how it is to sit and stare at the same content, but it's great to get a second opinion. So I'll see some errors sometimes and that's kind of like a red flag for me. If there's like multiple that's when it's like, okay, egregious, can't hire."

"It was very hard to find somebody with B2B SaaS experience, which in my career has been very helpful for me. I think it's one of the harder subjects in terms of content. I would say, you know, SaaS, biotech, cybersecurity, those are some pretty in-depth technical subjects." 

"Writing, it's a lot of heart and soul and you gotta know the people that you're writing with. You're giving feedback, you're taking feedback. It can be pretty critical. Sometimes I know it can be a little exhausting to be a writer in that capacity, but knowing the person and knowing their, you know, well intentions and their style and everything behind that I think really helps."

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.

Sarah Frazier, Head of Content Marketing at CyberGRX, talks with Jeremy about creating a "content experience".

Highlights:

• How to construct a successful "content experience"
• Incorporating new and revitalized content into your strategy
• Why knowing your audiences' needs is crucial for creating the most effective content

Learn more about CyberGRX
Connect with Sarah on LinkedIn

Memorable Quotes:

"Content is also an extension of your brand and it represents your brand. If your brand claims to be really innovative and your content is dry and boring, that does not work with your brand's message."

"We're human. We search based on our problems, we search based on our interests. And so your content experience on your website should reflect that too."

"You have to know your target audience, you have to kind of get inside their head. What are they thinking about? What do they wanna know most about? And so often I think that's a mistake sometimes that brands will make or even content creators will make of talking about, you know, what does my brand want to tell someone or what's my corporate objective, instead of thinking about what does the audience wanna know?"

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.

Allison Jones, VP of Marketing at Raintree Systems, talks with Jeremy about building out your marketing tech infrastructure.

Highlights:

• Assessing your tech stack needs when joining an established organization with little to no tech infrastructure
• How to evaluate which apps best suit your needs
• Tips for making a business case for marketing tech at a company that hasn't invested in it before

Learn more about Raintree Systems
Connect with Allison on LinkedIn

Memorable Quotes:

"So we got some of those baseline tools in place and then it was about, okay, what else do we need from a tech stack perspective? Really what it became from there was a discussion about what do we want to achieve from a marketing strategy perspective? What are our goals? What are we trying to accomplish? What do we wanna achieve? How are we gonna get there? What types of programs are we gonna deploy? What's our budget?"

"I think also a really good thing to do is when you're working with vendors, ask them for references and then actually calling those references and having a conversation with them and asking for their firsthand experience. And most of those folks will be very open with you about how it's going on their end. Most of them are willing to share their ROI with it, especially if they're having a really, really good experience with it."

"Bring in one thing first, master that, and then bring in the next thing. Um, because bringing too many things in at once is a recipe for failure. It does take a long time, uh, to bring those tools in, get them implemented, get them set up the way they need to be, make sure it's, you know, the team is comfortable with it, everything's functioning the way it should be."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect with prospects, generates 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.

Tim McLain, Marketing Director at Commio, talks with Jeremy about putting together an effective marketing tech stack.

Highlights:

• How to get a sense of what platforms and apps you need when starting out
• Tips for efficiently integrating new technology to align departments
• Why an effective tech stack directly contributes to creating and delivering content

Learn more about Commio
Connect with Tim on LinkedIn

Memorable Quotes:

"I'm not out there trying to make marketing look as good as possible. That's not what I'm here for. I'm here to say how are we doing as a business? What are we selling? What are we not selling? What has the highest margin?"

"As a marketing owner that owns a very large marketing stack, I need to make sure that everything can work together and basically work together flawlessly."

"If you can insert yourself as a marketer into that conversation between an account manager and a customer and just be really straightforward that like hey, thank you for your business. I wanna make you look like a rock star. Would you mind giving me, you know, 30 minutes of your time?"

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.

Sharon Rusinowitz, Director of Content Marketing at ChartHop, talks with Jeremy about producing evocative content.

Highlights:

• What it means to create content that evokes emotion
• Why evocative B2B content is worth producing
• How to measure the success of this type of content

Learn more about ChartHop
Connect with Sharon on LinkedIn

Memorable Quotes:

"That really means creating content that hits an emotion. It's anything that garners a reaction. That could be making someone laugh, having them feel overwhelmed with the current situation, or excited about the prospect of something that can resolve that situation. Or even just something that leaves them really curious to learn more about something. It's anything that really creates a connection because that makes the content so much more memorable."

"The truth is, you're never really going to be able to truly measure the emotional reaction of your audience, but you can look at certain signals to understand if your content is performing in the way that you intended it to."

"Don't be afraid to take risks. Creating evocative content requires a really strong personality. It requires attention to detail. It takes time to get it right. There is a lot of trial and error in it. It requires investing in the process and being willing to iterate over time."

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.

Karen Scates, Director of Content Marketing at SoundHound, talks with Jeremy about the role of content marketers during a rebrand.

Highlights:

• How content marketers can contribute to a rebrand by basing messaging on data 
• The obvious but too often overlooked importance of rebuilding the brand around the needs and interests of your key audience
• Repurposing old content vs. creating new content during a rebrand

Learn more about SoundHound
Connect with Karen on LinkedIn

Memorable Quotes:

"Regardless of why you're rebranding, it's going to be important that the content marketing group be involved because you're gonna carry the message, right? Whatever the rebrand is, whatever the purpose is for it, you're going to be the ones who are really making that transition happen and carrying that message."

"I think the other thing that happens is the content team really needs to be looking at what content has been developed before the rebrand, and in some cases there might be a need to really retire something. But, even if you're going to retire something, make sure there's a redirect to something new. But I think there's a lot more value actually in going back through that old content and seeing how you can refresh it to sort of live again within your new rebranded space."

"Regardless if it's a rebrand or just a new content strategy, knowing who your audience is and understanding what they want to know and speaking to them, answering their questions instead of using your content as a megaphone for what you want the audience to know about you, what you want the industry to know about you, really providing that value and being that trusted source for people to go to when they have a question."

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.

Katia Carpio, Marketing Director at Visionary Eye Doctors, talks with Jeremy about how she uses podcasting to educate and engage patients and bolster patient retention.

Highlights:

• Effectively combining emotion and facts to captivate your audience
• Why word of mouth is the best podcast promotion "channel"
• How podcasting contributes to forging stronger relationships with your patients

Learn more about Visionary Eye Doctors
Connect with Katia on LinkedIn
Visionary Eye Doctors Podcast

Memorable Quotes:

"She wanted to provide her patients a way to basically have them listen without having to sit in the waiting room and come in for a visit and learn about these things and having to sit there for like 30 minutes and listen to her tell them about all these treatments, which can be very confusing for people, especially if you're just getting all of this information at once."

"It's really interesting how, when she conducts the conversation, even when it's just by herself, she's answering the questions that most patients ask when they come in to see her. So I think that's what's really made it different. It's almost like she's having a conversation with you and you're the one in the examination chair and she's just explaining it and going through the steps."

"We have it on our website and then we tell patients about it that are, you know, in the office when patients wanna learn more, they're like oh where can I learn more about these things? Well, we direct them to the podcast."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect through conversation. 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.

Jon Gitlin, Senior Content Marketing Manager at Workato, talks with Jeremy about creating content about a subject you don't have a strong background in.

Highlights:

• Tips for finding the right people to educate you on pretty much any topic you need to learn about
• How to talk to subject matter experts and get them to tell you what you need to know
• Why having an appetite for learning is valuable for content marketers

Learn more about Workato
Connect with Jon on LinkedIn

Memorable Quotes:

"Ultimately, I think this is like a competitive differentiator for me in terms of like the content I'm able to produce. Without these folks, I'm basically forced to read existing articles from our competitors and basically regurgitate what's already out there. So this is really my ability to create something that's differentiated and way more valuable."

"This individual is also very patient. Like I don't have an anxiety around asking him like, quote unquote, stupid questions. I know that he'll kind of be empathetic to my situation and that also helps a lot in terms of like my confidence to be able to ask questions."

"I think part of being a good content marketer is having an appetite for learning."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connect through conversation. 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.