Content Logistics

There are more and more companies that are deciding to work with freelancers instead of traditional full-time employees. And we can expect the need for freelancers to continue to grow even in the years to come. It's pretty obvious why this partnership model is so appealing to both businesses and contractors: greater independence and flexibility are just some of the perks.

But anyone that has either been a freelancer or hired one knows it's not all rainbows and unicorns. Just like any business relationship, freelancing demands hard work, time, and dedication. And it requires a commitment on behalf of both parties.

In this episode of the Content Logistics podcast, Camille Trent introduces Brooklin Nash, the Head of Content at Sales Hacker and Outreach. During his 7+ years of content marketing experience, Brooklin has been both a freelancer and an employer. Camille and Brooklin discuss the most common mistakes businesses make when hiring freelancers, why some partnerships go wrong, and how to hire good freelancers for your projects.

Webinars have been in the marketing toolbox for quite a long time. And, if used appropriately, they can be used in every stage of your entire marketing funnel.

But most brands today don’t know how to set up an effective webinar strategy and give their audience exactly what they want. Marketers are instead relying upon antiquated tactics and are missing out on a big opportunity to connect with customers.

In this episode of Content Logistics, Camille Trent welcomes Ashley Levesque, the VP of Marketing at Banzai, a modern event platform that empowers marketers to produce revenue-generating events. During the conversation, Ashley outlines the process companies can use to implement an effective webinar strategy.

Ashley herself has hosted hundreds of engaging webinars, and she knows all about what makes a good live event. She thinks marketing is about relationship building, and webinars are a perfect two-way communication platform for building those relationships.

Product-led content can be an essential part of your marketing strategy if you’re looking to build trustworthy and long-term relationships with your clients. And it’s the best way to present your product without coming off like a sales pitch. However, if you want to create high-quality product-led content, you'll not only need a top-notch writer, you'll also need someone who knows your product.

In this episode of Content Logistics, Fio Dossetto, the Editorial Lead at Wildbit, joins our host, Camille Trent, to discuss the secrets behind crafting product-led content. Fio starts by giving a pretty interesting explanation about what product-led content is and how it can benefit businesses.

She also talks about SEO as part of content marketing and explains why companies should optimize their content. As she says, it is not necessary to create a lot of new content; you can use articles you already have and optimize them.

You create product-led content to help customers solve a particular problem. So, this type of content is not just about optimization and keywords. Remember, behind every piece of content is a human being, so let your customers feel that.

You won’t see the benefits of content creation right away...it takes time. In this episode of Content Logistics, Alina Benny talks about her experience as a content lead at Nextiva and points out the most important steps every aspiring writer should take to succeed.

During Camille's and Alina's conversation, we get an inside look into what makes content fresh and how a team approaches content creation, organic search, and lead generation. Besides that, Alina shares her experience in leading a team of content creators and pinpoints the priorities involved when scaling out a content program. 

Alina reflects on how difficult it is to create content that ranks and leads to revenue. According to Alina, you have to practice, try different approaches, and focus on quality to ensure your website visitors actually become interested in what you have to say.

Google Docs and Microsoft Office might offer some of the most popular agenda templates out there, but they’re basic and not suitable for specific industries. And Hypercontext saw an opportunity to capitalize on this gap. The company decided to develop specific agenda templates and created an entire library for marketers, engineers, and sales teams. 

In this episode, Camille Trent chats with Hiba Amin, the Senior Marketing Manager at Hypercontext. Hiba discusses the benefits of producing a series of popular templates tailored to first-time managers, engineers, and sales teams. According to her, the Hypercontext agenda template library succeeded because the company had a clear goal in mind - the end-user.

Hiba further discusses how marketers should listen to their customers and consider their input when creating content and ultimately improving the core product.

What is influencer marketing all about? How can you build quality relationships with influencers? And is B2B influencer marketing the same as B2C? If you've asked yourself any of these questions before, prepare yourself to finally get some of those answers from Jay Desai. 

Jay is the Founder of Swpely, a tool for saving, curating, and sharing modern content on the internet. He decided to build Swpely as a new, better solution that makes it easier to save the best ideas online as well as make ideas more actionable. Jay has a rich background in B2B marketing, content, growth, and influencer marketing. 

According to Jay, to be an influencer, you don't need to have a million followers. You just need to have an influence over your existing followers. On the other hand, brands should aim to collaborate with influencers that are, above all, great content creators and that know how to communicate effectively. If you want to learn more about how to implement successful influencer collaborations, tune in to this episode of the Content Logistics podcast.

"Everything's content," says Justin Simon, the Global SEO and Content Lead at TechSmith. 

Justin and host Camille Trent discuss the differences between creating content and repurposing older content. Justin explains how most content teams are under constant pressure with trying to "reinvent the wheel" and are directed towards new content initiatives. But the truth is, there's so much space for improving the old pieces already out in the world. As Oscar Wild once said, "You can't be overdressed or overeducated." It's the same with the audience. The audience is an ever-growing category, so there's no danger of over distributing your content. 

In addition to refreshing content, the two also touch upon social media distribution strategies. They conclude that not every channel is suitable for every business. However, Justin says, you need to experiment in order to really know what's working for your company. 

The conversation also gets into the importance of understanding your customer and using this rapport to build your content strategy. And in order to reach your customers, it all comes down to making the most out of the content you already have in place. For example, not everyone likes to read blog posts or watch webinars, but you might be able to reach them with exciting tweets - all stemming from a blog post or long-form webinar.