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

Ryan George, Chief Marketing Officer at Docupace, talks with Jeremy about the value of sharing content that features your company's employees and customers.

Highlights:

• Why sharing content about people at your company can resonate with your audience
• How this strategy helps you stand out from competitors
• Effective ways to highlight your company's people
• How and why Ryan and his team created a new national holiday, Back Office Heroes Day (for reals!)

Learn more about Docupace
Connect with Ryan on LinkedIn

Memorable Quotes:

"Technology's nothing without the people, right? So I think we're learning that it's not people or technology. It's the combination of the two that really is where the X factor comes from."

"When we built a new website, we made sure that everybody in the company, regardless of if you're in the mail room or the CEO, had a professional headshot photo, a professional bio available on our website because we wanted to put our people first."

"We also pay really good attention to what other marketing that we like and we'll just take examples and put it in our selection to come back to you when you need it."

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.

 Liam Whalen, VP of Marketing and Communications at 6AM City, talks with Jeremy about maximizing value on your company's LinkedIn page.

Highlights:

• Liam's 4-pillar approach to LinkedIn marketing
• Enabling and encouraging company leaders and employees to be active on LinkedIn
• The importance of having a LinkedIn strategy to organize content and posting schedules

Learn more about 6AM City
Connect with Liam on LinkedIn

Memorable Quotes:

"Create a base and see what the current landscape is. Do your research into it because of course every single social outlet, every single marketing execution is so vastly different. It's so unique in its own individual way. And LinkedIn is its own individual thing."

"We actually celebrate and we encourage our employees to really be active on there and to celebrate the wins. Of course, we are never telling you, hey, post this or be engaged. No, we want them to feel compelled to engage with our content. If they engage with us, it shows the pride they have in their roles and what they do for the company, that feel like they're making a true impact."

"It's easy to talk all day about what you're going to do, but unless you have that plan laid out for the next 30, 60, 90 days, so you know exactly what's gonna be coming down the pipeline, then it's not gonna be successful."

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 Lloyd Pearson, Director of Developer Marketing at Mattermost, talks with Jeremy about marketing to software developers.

Highlights:

• Why developers are wary of marketing
• How to market without obvious "marketing"
• Advice for marketing teams trying to connect with developers

Learn more about Mattermost
Connect with Ben on LinkedIn

Memorable Quotes:

"I think the most important thing to understand is that developers have a certain level of indignation that they carry with them. So whenever you fail to meet their needs, they often view that through a lens of distrust."

"What it really comes down to is like developers, they want a clear picture of what it's like to use your product before they ever reach out to have any sort of sales conversation with you."

"But when it comes to developer marketing, there's sort of two things that I view as essential to every practice and then there's another one that's sort of an aspirational thing that you can achieve in certain situations. So the two things that are essential are evangelism and advocacy and then the third one that is sort of optional is developer relations."

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 Brown, VP of Marketing at ConverseNow, talks with Jeremy about helping his audience visualize non-visual tech. 

Highlights:

• Strategies for introducing a new concept to market
• Giving value to non-visual tech
• Measuring ROI on non-visual tech

Learn more about ConverseNow
Connect with Ben on LinkedIn

Memorable Quotes:

"It's about having people understand, okay, what am I missing out on by not having this technology in my restaurant?"

"Our overall strategic approach is being able to identify terms and topics that people are already searching for because people just simply aren't as aware of voice AI."

"A visualization of how it's all gonna work in a way that's really easy to digest using language that's much easier to understand, avoiding jargon, and just making things tow the line between making it extremely approachable, but at the same time sophisticated to show this is gonna propel you into the future."

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.

Julie Neumann, VP of Marketing at Testlio, talks with Jeremy about educating your market about a new concept.

Highlights:

• Strategies for introducing a new concept
• Traditional and non-traditional ways to measure the success of introducing new ideas
• Pushing consistency while allowing for an idea to adapt to market needs

Learn more about Testlio
Connect with Julie on LinkedIn

Memorable quotes:

"Once you start using a term, use that term. Get it in there. Don't have conflicts in your messaging. Really start to think about like, okay if we're going to take this new idea to market, how are we consistently talking about it?"

"I think that the number one, like is this a winning idea and are you getting traction, is can you get customers to start using it?"

"Be a little bit flexible too on the back end. Get consistency of your terminology, but then, you know, these things can kind of have a life of their own so how do you wanna adapt? As you see stuff being picked up in different ways, how do you change and look at that and let it grow on its own a little bit?"

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.

Andy Lavelle, Director of Demand Gen at ZeroCater, talks with Jeremy about generating strong content ideas.

Highlights:

• How coming up with quality ideas contributes to optimized SEO
• How to overcome creative blocks
• Pros and cons of working with a content agency vs. producing content in-house

Learn more about ZeroCater
Connect with Andy on LinkedIn

Memorable Quotes:

"There's no shortcut, right? There's only one way to outrank or, you know, provide better content and that's by creating better content."

"Google can cut through the noise and there's no shortcuts except creating good content."

"Sometimes it's as easy as if you're number two, number three, number 10 in the market, look at your competitors, see what they're doing. Do it better. If there's a weak piece of content that you think you can out-rank them for, create a better piece. Don't reinvent the wheel, look at what they're doing and do it better." 

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.

Jennifer Sabin, VP of Marketing at Showd.Me, talks with Jeremy about strategies for juggling various audiences.

Highlights:

• Calibrating messaging and content for different audiences
• How to keep content for various audiences on brand and "of a piece"
• Keeping your team organized when creating content for multiple audiences

Learn more about Showd.Me
Connect with Jennifer on LinkedIn

Memorable Quotes:

"As we grow and expand into other industries, we need to make sure that any prospect who visits our website feels like Showd.Me can work for them."

"We're just really trying to figure out the best way to get the right content to the right audience at the right time."

"The first thing I did was, I made sure that we created a brand standard guideline document and we send that out to any external vendor that we work with and any agency that we partner with to make sure that anything that's written that comes with our Showd.Me logo stamped on it is consistent to our internal 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.

Michelle King, Head of Marketing at Waracle, talks with Jeremy about the importance of research when hyper-targeting leads.

Highlights:

• Strategies for "hyper-targeting" leads
• Why hyper-targeting is effective
• How to include a podcast in your marketing strategy

Learn more about Waracle
Connect with Michelle on LinkedIn
Waracle Podcast

Memorable Quotes:

"We need to look at who our kind of targets are within those industries and ensure that, you know, what we're putting in front of them is aligned to kind of their language, you know, the messaging that would relate to them and stuff like that. So I think it, it's not that kind of broad go to market wide scale kind of brand awareness. It's more niche."

"I think for me, the brand authenticity thing is key because people can see right through that. If you're not authentic and you're trying to be something you're not, it just doesn't work. People can't engage with it. They can't relate to it."

"Not everyone wants to just read a piece of content. You want something that's a bit more engaging and I think bringing the podcast brings that to the table."

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.

Julie Fishman, Director of Product Marketing at ShipHawk, talks with Jeremy about effectively planning a marketing campaign.

Highlights:

• Creating and communicating your plan with time in mind
• Why strong leadership is important in planning
• What not to do when planning a marketing campaign 

Learn more about ShipHawk
Connect with Julie on LinkedIn

Memorable Quotes:

"That luxury of time, of even having an extra four or six weeks to really plan backwards, get the designers engaged and not have to turn everything into a fire drill at the last minute and really be ahead of the game is professionalizing and it's such a good feeling to know that you have all the pieces in place when you're really finally ready to ignite the campaign and go live."

"If I don't achieve my goals and get all the buy in that's necessary and the budget that's required to really get the kind of activity needed to get pipeline, then it's gonna look bad on me because there are gonna be KPIs that the organization is looking at and I'm not going to achieve them if I don't have buy in and I don't have a schedule that's reasonable."

"Part of it comes with visioning and dreaming. Like if we didn't have all these impediments, what would the best plan look like? What would we want to achieve? So it's starting to dream with, what do you want your end result to be? And then sitting together and saying, honestly, what does that really take to get there?"

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.

Warren Sukernek, VP of Marketing at FloCareer, talks with Jeremy about educating the market on a new concept.

Highlights:

• The main challenges of introducing Interview as a Service into the US market
• Addressing the concerns of talent acquisition professionals
• Which techniques work best to educate the market

Learn more about FloCareer
Connect with Warren on LinkedIn

Memorable Quotes:

"I think if a TA professional really thinks that we are competitive, they quickly change their tune when they feel the value we can provide and the help that we offer to them."

"I think we're seeing more adoption of the term or recognition of the term with prospects and clients that we speak to and they're recognizing what that means."

"My focus is really on building out our market stack and infrastructure that can deliver brand awareness, recognition, and ultimately, resulting in a strong pipeline."

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.