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

Scott Strickler, Director of Marketing at ISG Technology, talks with Jeremy about evolving content marketing strategies.

Highlights: 

• How content fatigue plays a role in changing strategy 
• Creating quality content over quantity
• How to prepare for a shift in content strategy

Learn more about ISG Technology
Connect with Scott on LinkedIn

Memorable Quotes:

"Instead of sliding people to death, we are doing executive panel discussions and then it invites folks to ask questions  during the webinar so that they can be part of the conversation."

"Have a strategy, have some good partners to help you get that stuff done, and then once you get your marketing tech stack figured out, then you can kind of rock and roll with it."

"One of the things we do in our webinars is at the tail end there's an exit survey and we ask them, what other content would you like to hear from us? And so we use that to then drive what future webinars and topics and things that we're focused on as well."

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.

Sean McCarron, VP of Marketing at LeaseLock, talks with Jeremy about writing worthwhile long-form content.

Highlights:

• How producing long-form content can positively impact the sales cycle
• Avoiding fluff in long-form content
• The crucial role pacing plays in creating long-form content

Learn more about LeaseLock
Connect with Sean on LinkedIn

Memorable Quotes:

"Figuring out how much time and space to sort of dedicate to a topic, it is sort of that art of marketing. That art of good content and good pacing."

"I certainly, you know, as a marketer myself, when I fill out a form and I download something and the content is light or full of fluff, that leaves a lasting impression. Like I feel the bait and switch."

"I feel like our formats are always, you know, kind of changing. It's really, are you treating the topic that you're talking about with enough space for a listener, a reader, a watcher, a viewer, to think about their own thoughts about the topic? And if so, I would sort of consider that reflective or evaluative process as a key characteristic of long form content versus short form."

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.

Angella Nguyen, VP of Marketing at Nice Healthcare, talks with Jeremy about creating a strong brand mission.

Highlights:

• Tips for highlighting your brand's mission in your messaging
• Why buy-in from leadership is so crucial for building a trusted brand
• Why building brand trust is harder than ever and why it matters more than ever

Learn more about Nice Healthcare
Connect with Angella on LinkedIn
Follow Nice Healthcare on Facebook
Follow Nice Healthcare on Instagram

Memorable Quotes:

"Be it the founder, be it the mission, something needs to be the north star to kind of guide what the brand is in execution".

"Quite honestly, our patient audience is not all us. It is people that we may not even necessarily think about in terms of your traditional archetype customer profile."

"I think if you are a founder or trying to do a thing with your business, if that mission, if that solution is very personal to you, your family or community or whatnot, that makes it all the more powerful because it feels lived in and you see that like, okay, this is not just a arbitrage or like a power play of trying to get profits."

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.

Fara Rosenzweig, Head of Content Marketing at WorkRamp, talks with Jeremy about ways to differentiate content.

Highlights:

• Why a journalistic approach to writing creates strong content and is beneficial in the B2B world
• How gong calls directly contribute to creating unique content
• The benefits of doing in-depth research when creating written pieces

Learn more about WorkRamp
Connect with Fara on LinkedIn

Memorable Quotes:

"My approach and my philosophy to make it different is, I go back to what did I learn early on in my career about making good content when I was working on a magazine and it's, hey, you have to be a good writer, strong writer. Have your sources. Cite your facts. You need to be unbiased."

"You're hearing firsthand what your ideal target audience want and what they need, what their confusions are. So from a marketing standpoint, that's how we can then solve problems."

"Content needs to be of value. You can't just put fluff out there. You can't just make it whatever's going on in your brain. it's not gonna resonate to your target audience."

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.

Don Polite, Chief Marketing Officer at SKYGEN, talks with Jeremy about making purpose driven content.

Highlights:

• How to produce purpose driven content
• How making a moral case and a business case can go hand-in-hand
• Ways to make your mission a part of content strategy

Learn more about SKYGEN
Connect with Don on LinkedIn

Memorable Quotes:

"I'm on a big push for us to become purpose driven as an organization. I really believe we are. It's more about just making sure our messaging communicates that and that we support the appropriate sort of advocacy efforts that are out there around access to quality care."

"Consumers are looking for more than just sort of the tangible benefits of a product. They're looking to connect with companies who stand for something that they can resonate and relate to." 

"Getting a pulse on what's your purpose and articulating and elevating that and your branding and your messaging is kind of, to me, the starting point. And as you know, so many companies have recognized the importance of having a purpose and really articulating their purpose in their messaging."

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.

Colton Pond, VP, Head of Marketing at Truv, talks with Jeremy about creating content communities.

Highlights:

• Why creating communities around content is a strong marketing strategy
• How their podcast has helped grow their community
• The importance of building relationships in the B2B landscape

Learn more about Truv
Connect with Colton on LinkedIn

Memorable Quotes:

"This automatically creates that product market fit and allows your message to resonate because it's coming from your target audience. It's not coming from you and your perspective, you help mold that based on the competitive landscape that exists."

"A lot of people that don't come from B2B don't fully recognize this, but B2B buying cycles are relationship based. Your product has to be great, right? When the product evaluation happens, but you're not even gonna have a foot in the door or seat at the conversation table, unless you build relationships."

"If you write content, you have time to really think about it, right? Which can tailor and alter some of their thinking, sometimes make it better, but honestly, sometimes make it worse, because you overthink it. I love just the genuine, conversational nature of podcast and how it creates really genuine content to be able to consume."

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.

Ben Gibert, VP of Marketing at Spectrm, talks with Jeremy about repurposing content for different channels.

Highlights:

• How to implement the "create once, distribute forever" concept
• Why large projects lend themselves best to this strategy
• Ways a podcast can energize your content 

Learn more about Spectrm
Connect with Ben on LinkedIn

Memorable Quotes:

"We can take this huge report and we can repackage it and bundle it in ways that kind of enable action at every part of the funnel, which for us is a major win, because these are big investments in content. And so if we can do that and we can even enable upsell within the customer success team, so expanding accounts by showing them what's possible on other channels and kind of what the use cases are, there's a lot of opportunity to take that one piece of content and just repurpose it into so many formats that add value throughout the company."

"That's really the best way to grow is to focus on adding value, to focus on building relationships with people, to invite partners into the podcast, to explain launches that they're having that we're a part of and things like that."

"I think it opens you up to thinking about things that you didn't think about. You know, we can be very blinded in our everyday work lives. I think having a moment to get out of that space and to come into something that is more of a conversation where you feel like you get to learn people, where you can connect with people, where you can kind of also grow your network."

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 Howard, VP of Marketing at BuzzBoard, talks with Jeremy about content as a growth engine .

Highlights:

• How content is the core element of engaging prospects
• Maximizing content to maximize growth
• Strategies for "shattering" pillar content to produce even more content
• Why surveys are awesome for producing original content

Learn more about BuzzBoard
Connect with David on LinkedIn

Memorable Quotes:

"It's about reaching people on multiple channels, right? Just saturation, I'm gonna saturate every channel, but it's also about reaching people because people don't always integrate information the same. So you have to offer information in different ways."

"Every piece of content, point of origin, starts with a blank page."

"We have to educate them. Whatever they're doing before is the worst thing in the world. What we are doing and offering now best thing in the world. So you have to convince them of that."

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.

Alyssa Alsheimer, VP of Marketing at Wellframe, talks with Jeremy about creating proactive content that anticipates your audience's needs and interests.

Highlights:

• How building proactive content drives thought leadership
• Strategies for staying ahead of trends and producing forward thinking content
• Value you get from sponsoring a podcast 

Learn more about Wellframe
Connect with Alyssa on LinkedIn

Memorable Quotes:

"We develop an annual plan for content that has key pillars every quarter that are key tenants of our brand that we want to communicate to our target audience."

"We need to make sure we're using terms that are more action oriented and actually mean something to people, rather than something that's kind of become an industry buzzword. So when we look at our mission and vision, when we look at our content, we're always doing it through that critical eye. Does this sound like it could come from anyone else? If you put our competitor's name in front of this white paper, does it seem like it could come from them?"

"Understand what those key messages are that you want to get across. Build in some room for testing, build in some room for reactivity because stuff is really happening quickly nowadays. But by knowing your brand and understanding those key messages, you'll always have something to return to."

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.

Mark Bliss, Senior Vice President of Marketing at DNSFilter, talks with Jeremy about starting big to go small.

Highlights:

• Why it makes sense to prioritize the biggest marketing assets
• How Mark and his team repurposed a virtual conference into dozens of pieces of content
• The folly of smaller brands trying to mimic the content strategy of enterprise brands

Learn more about DNSFilter
Connect with Mark on LinkedIn

Memorable Quotes:

"You only have so much marketing brain power to go around. Some teams are smaller than others but even the giant organizations with a huge brain trust of content marketers, you only have so much marketing brain power. And so when I talk about, you know, big to go small it's saying that let's focus and prioritize the biggest assets because we can create smaller assets off of those."

"It enables you to kind of cross-pollinate a little bit easier because you took this big item and you broke it into smaller sections which can be a foot in the door."

"I think that there is this understanding that somehow came to be that in order to sell to enterprise, you need to act like the big brands in your space. When in reality, enterprise buyers aren't coming to buy from you because you're exactly like the big dog that they would normally just buy from. You know, they're not looking for that. They don't want the diet version of that. They want something new, something interesting."

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.