Content, Briefly

By SuperpathBusiness Marketing

Content, Briefly episodes

March 25, 2024 SparkToro: Amanda Natividad on doing things your own way
In this episode of Content Briefly, we’ve interviewed Amanda Natividad, VP of Marketing at SparkToro, and discussed original research, the absence of a concise content strategy and how it doesn’t affect their content program, personal branding, and more.

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Timestamps:

00:00 Intro.

03:10 Who is Amanda Natividad?

03:37 Amanda's background.

04:59 What is SparkToro?

06:23 Reflection on changes in marketing.

12:27 Original content on SparkToro’s blog.

14:20 Personal branding vs. corporate branding.

18:47 Aligning marketing strategy with audience insights.

21:44 Using an email list for marketing.

26:02 Scalability of SparkToro's marketing approach.

30:45 High-level individual contribution vs. traditional management

34:27 Balancing high-value work and 'chill work'.

37:37 SparkToro's content strategy.

41:17 Leveraging original research in content marketing.

45:01 Amanda's journey in building her personal brand.

48:38 Learn more about Amanda and SparkToro and get in touch.

49:52 Outro.

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Useful Links:

SparkToro Website: https://sparktoro.com/

Amanda’s Website: https://amandanat.com/

Amanda on LinkedIn: https://www.linkedin.com/in/amandanat

Amanda on Twitter: https://twitter.com/amandanat

Amanda on Instagram: https://www.instagram.com/amandanat

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at tealhq.com.
51 min
March 18, 2024 Authority Plug: Lashay Lewis on building a BoFu content strategy
In this episode of Content Briefly, we’ve interviewed Lashay Lewis, Founder of Authority Plug, and discussed positioning and messaging for building a successful consultancy, the intricacies of Bottom of Funnel Content, and more.

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Timestamps:

00:00 Intro

02:06 Who is Lashay Lewis?

02:35 Lashay’s perspectives on social media.

05:48 The origin story of Authority Plug.

09:06 Transitioning to consultancy.

10:57 Crafting a unique positioning.

13:32 The impact of leveraging attention.

16:10 Benefits of having a bold POV.

18:07 Visual content creation process.

25:31 How to productize a service.

27:42 Identifying your ICP as a consultant.

29:48 Challenges companies face with BoFu content.

32:20 Maximizing ROI with BoFu content.

34:07 ToFu vs. BoFu content.

38:08 Combining strategy with journalism for BoFu content.

42:34 Learn more about Lashay and Authority Plug and get in touch.

42:13 Outro.

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Useful Links:

Authority Plug: https://authorityplug.com/

Content Dashboard: https://authorityplug.com/#contentdashboard

Lashay on LinkedIn: https://www.linkedin.com/in/lashaylewis/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
43 min
March 11, 2024 Loop & Tie: Bridget Poetker's evolution from content → growth
In this episode of Content Briefly, we’ve interviewed Bridget Poetker, Director of Growth at Loop & Tie, and discussed the transition from content to growth marketing, strategic content thinking, and more.

This episode is brought to you by our friends at tealhq.com.

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Timestamps:

00:00 Intro02:04 Who is Bridget Poetker?02:21 Bridget’s background.02:58 What is Loop & Tie?04:26 Loop & Tie choice-based gifting model.06:53 Loop & Tie sustainability ethos in marketing.08:56 How does the business model affect growth?11:52 Strategic content thinking.15:09 Bridget’s transition from content to growth marketing.19:59 Output vs. outcome.24:11 Balancing in-house and external resources.28:06 Bridget’s reflection on new skills acquired in the role.30:00 Team communication and remote culture at Loop & Tie.33:09 Performance measurement and tools for reporting.37:02 Marketing pages vs. product pages.37:57 Bridget's unexpected challenges in the growth space.39:43 Learn more about Bridget and Loop & Tie and get in touch.40:54 Outro.

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Useful Links:

Loop & Tie Website: https://www.loopandtie.com

Website: https://www.bridgetpoetker.com/

Bridget on LinkedIn: https://www.linkedin.com/in/bridgetpoetker

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
42 min
March 04, 2024The Content Studio: Tommy Walker on hard work, perseverance and creating luck
In this episode of Content Briefly, we’ve interviewed Tommy Walker, Founder of The Content Studio, and discussed the results of hard work, perseverance creating luck, and major challenges in running content programs in enterprises and more.

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Timestamps:

00:00 Intro

03:00 Who is Tommy Walker?

03:56 Tommy’s background.

05:13 Tommy’s entrepreneurial journey.

08:59 Creating luck through hard work.

12:26 Experiences working on CXL and managing high standards.

17:44 Building a solid foundation of work in difficult times.

18:22 B2B budgets for content programs then vs. now.

21:42 The story behind Shopify Plus.

24:14 The skillset to employ on different occasions.

27:45 Challenges in running content programs in enterprises.

30:53 The Content Studio.

34:53 Building a successful consulting career.

38:33 Hard things build perseverance.

41:12 Important skills and narratives.

44:27 Tommy’s upcoming summit.

46:44 Learn more about Tommy and The Content Studio and get in touch.

47:10 Outro

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Useful Links:
The Content Studio: https://www.thecontentstudio.com/
Tommy's upcoming intensive course: https://maven.com/the-content-studio/advanced-content-development
The Cutting Room: https://www.thecontentstudio.com/the-cutting-room/
Tommy on LinkedIn: https://www.linkedin.com/in/tommyismyname/
Tommy on Twitter: https://twitter.com/tommyismyname

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco
48 min
February 26, 2024 MEDDICC: Jessica Walker on media > marketing
In this episode of Content Briefly, we’ve interviewed Jessica Walker, Chief Media Officer at MEDDICC, and discussed the company’s media-led approach, content performance, and more.

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Timestamps:

00:00 Intro

02:21 Who is Jessica Walker?

03:03 Jessica’s background.

03:51 What is MEDDICC?

04:40 How does MEDDICC help customers?

05:33 MEDDICC’s ICP.

06:39 Different implementation plans based on customers.

08:09 What does media mean at MEDDICC?

10:57 SMEs' expertise in content implementation.

11:44 Enabling people using a media approach.

15:30 Channel and product perspectives.

19:08 How to build a media arm without a massive budget?

21:42 Does remote work affect video production?

23:17 Competitor analysis.

27:10 B2C side of MEDDICC.

27:43 Content performance measurement and attribution.

30:53 Important personality traits and skills.

33:29 Learn more about Jessica and MEDDICC and get in touch.

34:09 Outro

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Useful Links:

MEDDICC Website: https://meddicc.com/

Jessica on LinkedIn: https://www.linkedin.com/in/jessicajadewalker/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Tealhq.com.
35 min
February 19, 2024OnBoard: Josh Palmer's "Do, Delegate or Delete" Approach to Content
In this episode of Content Briefly, we’ve interviewed Joshua Palmer, Head of Content at OnBoard, and discussed content leadership, the multifaceted aspects of running a robust content program, and more.

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Timestamps:
00:00 Intro
01:26 Who is Joshua Palmer?
02:14 Joshua’s background.
03:07 What is OnBoard?
05:49 Customer profiles of OnBoard.
08:49 OnBoard’s features and use cases.
11:09 Challenges in board collaboration.
12:08 OnBoard’s PLG motion.
13:38 Components of Onboard’s content program.
15:40 Team structure and workflows for content creation.
20:55 Ways to diversify your content strategy.
24:33 Tips for crafting authentic content.
27:34 Josh’s role and vendor management.
31:07 Importance of communication and prioritization.
34:23 The art of delegation.
36:40 Trends in content team sizes.
38:01 Josh’s perspective on AI in content creation.
38:50 Content performance measurement.
43:48 Learn more about Joshua and OnBoard and get in touch.
45:38 Outro

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Useful Links:

OnBoard Website: https://www.onboardmeetings.com/

Joshua on LinkedIn: https://www.linkedin.com/in/joshuaepalmer/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
47 min
February 12, 2024Crossbeam: Sean Blanda on building a 55,000-person newsletter
In this episode of Content Briefly, we’ve interviewed Sean Blanda, VP of Content at Crossbeam, and discussed building a successful content team, emphasizing the importance of trust and communication in a remote work environment.

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Timestamps:
(00:00) - Intro
(03:03) - Who is Sean Blanda?
(03:29) - What’s Crossbeam?
(04:43) - Crossbeam marketing function.
(06:31) - Crossbeam content team communication and structure.
(08:32) - Crossbeam marketing strategy.
(10:35) - Optimizing content execution in a mature industry.
(12:35) - Why building an email list is so important.
(15:52) - The role of SEO in Crossbeam's content strategy.
(18:09) - Journalistic approach to content marketing.
(21:33) - Crossbeam's content creation frequency and types.
(23:33) - Integrating events into content.
(27:00) - Quality versus quantity in content.
(28:19) - Crossbeam content creation tools.
(30:22) - Sean's perspective on AI in content creation.
(36:10) - Learn more about Sean and Crossbeam and get in touch.
(36:50) - Outro

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Useful Links:

Crossbeam Website: https://www.crossbeam.com/

Sean on LinkedIn: https://www.linkedin.com/in/seanblanda/

Sean’s Website: https://www.seanblanda.com/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.
38 min
February 05, 2024Sumo Logic: Zoe Hawkins on creating space for curiosity
In this episode of Content Briefly, we’ve interviewed Zoe Hawkins, Principal Content Manager at Sumo Logic, and discussed the pivotal role of curiosity in content creation, valuable perspectives on inventory management, the editorial calendar, and much more.

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Timestamps:
(00:00) - Intro
(02:04) - Who is Zoe Hawkins?
(02:28) - Zoe’s background.
(03:28) - The importance of curiosity in crafting content.
(06:14) - Building space for creativity.
(09:11) - What’s Sumo Logic?
(10:50) - Target audience of Sumo Logic.
(11:21) - Technical perspective of content at Sumo Logic.
(14:20) - Sumo Logic’s editorial calendar.
(17:10) - Zoe’s content optimization process.
(19:20) - Existing content inventory management tools.
(23:55) - Content attribution and important metrics.
(25:11) - Sumo Logic's CTA dynamics.
(28:40) - Marketing organization at Sumo Logic.
(30:01) - Team collaboration with different departments.
(31:20) - Tips for staying aligned with the team.
(34:08) - The importance of soft skills.
(35:46) - Learn more about Zoe and Sumo Logic and get in touch.
(36:58) - Outro

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Useful Links:

Sumo Logic Website: https://www.sumologic.com/

Zoe on LinkedIn: https://www.linkedin.com/in/moonstormer/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Tealhq.com.
38 min
January 29, 2024WorkRamp: Fara Rosenzweig's multimedia content playbook
In this episode of Content Briefly, we’ve interviewed Fara Rosenzweig at WorkRamp and discussed multimedia content strategies, content measurement, and much more.

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Timestamps:
(00:00) - Intro
(02:05) - Who is Fara Rosenzweig?
(02:27) - Fara’s background.
(06:23) - What’s WorkRamp?
(07:33) - WorkRamp’s ICP.
(09:43) - Content marketing program at WorkRamp.
(14:17) - Content types for specific personas.
(20:13) - Content creation process.
(22:44) - Transitioning from text to multimedia content.
(25:45) - Vendor management for scaling content.
(28:55) - Content performance measurement and attribution.
(34:28) - WorkRamp’s podcast and its purpose.
(43:00) - Learn more about Fara and WorkRamp and get in touch.
(44:30) - Outro.

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Useful Links:

WorkRamp Website: https://www.linkedin.com/company/workramp/

Fara on LinkedIn: https://www.linkedin.com/in/fararosenzweig/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at tealhq.com.
45 min
January 22, 2024Switchboard: Molly Talbert on redefining content marketing personas
This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.

In this episode of Content Briefly, we’ve interviewed Molly Talbert, Content Marketing Lead at Switchboard, and discussed Switchboard's content strategy, creating content for various media outlets, personas, and more.

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Timestamps:
(00:00) - Intro
(02:33) - Who is Molly Talbert?
(03:04) - Molly’s background.
(03:37) - Challenges of content marketing in Switchboard.
(05:15) - Switchboard’s content marketing team.
(06:56) - What is Switchboard?
(08:44) - Switchboard's features.
(11:53) - Category creation on Switchboard.
(12:57) - Competitive advantage of Switchboard.
(14:29) - Switchboard’s content strategy.
(16:15) - Impact of async on work culture.
(20:04) - Switchboard’s content KPIs.
(21:24) - Experimentation with multimedia content.
(23:03) - Content marketing personas.
(25:32) - Success stories from a content perspective.
(27:14) - Learn more about Molly and Switchboard and get in touch.
(28:04) - Outro.

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Useful Links:

Switchboard Website: https://www.switchboard.app/

Molly on LinkedIn: https://www.linkedin.com/in/mollytalbert/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
29 min

About Content, Briefly

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"Content, Briefly" is your go-to podcast for content marketing strategy. Each week, our team interviews SaaS content leaders to understand all the nuances of their content programs—things like content…