Executive Conversations

“Building a good distribution plan essentially means that for less total content production, you're able to get that much more actual output.”

Hello hello Flying Fans!

In episode 83 of the Flying Cat Marketing podcast, we sat down with Casey Hill, Head of Growth at Bonjoro, to discuss maximizing your reach by repurposing content.

Casey explains that if you’re just scheduling content, posting it, and dropping it in your newsletter you’re missing out on massive reach potential. He reveals how repurposing your content, and having a proper distribution strategy, is key to expanding your reach.

He’s passionate about communicating with the widest possible audience, by focusing on content that will appeal to a broad audience, and harnessing the power of affiliate partners to magnify your reach.

Having been in the game a long time Casey has faced his share of challenges. He tells us how he overcame them,  adapting his content for specific audiences (even when they were less than receptive!), and learning how to measure his success.

So, grab a cup of coffee, get comfortable, and tune in as Casey gives you the ins and outs of content repurposing to save you time and massively expand your reach. 

In this episode we talk about:

• Content repurposing
• Distribution strategies
• Affiliate partners

Timestamps:

0:00-5:51: Why it’s worth taking the time to repurpose content

5:52-9:40: What a repurposing distribution strategy looks like

9:41-11:46: How to make your content appeal to a broad audience

11:47-16:13: Using affiliate partners to expand your reach

16:14-22:01: Casey’s biggest trial-and-error mistakes

22:02-24:51: How to measure success when repurposing content

24:52-31:21: How to adapt your content for specific audiences

Connect with Casey Hill on LinkedIn: https://www.linkedin.com/in/caseyhill/ 

Listen to the Flying Cat Marketing Podcast on 

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• Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4
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“Really great content and open content that really tries to elicit feedback, I think is a really strong starting point for building a community that actually has substance to it. It's not just a list of blog posts that we're dropping on people.”

Hey there! In episode 82 of the Flying Cat Marketing podcast, we sat down with Alex McQueen, Content Marketing Manager at Klue, to hear about how he co-created his own podcast network - The Compete Network.

Alex talks about how his desire to reach out to people, share knowledge and build a thriving community inspired the network. He knew that simply dumping job postings on the website or creating a Slack channel wouldn’t magically grow a community and sought to bring a personal touch to engagement.

Detailing the challenges and successes of The Compete Network, he talked us through the value of a strong branding team and what metrics he uses to measure engagement. He singles out live shows and events as a key step towards success and gives helpful tips on how to increase participation with follow-up interactions.

Plus, Alex explained the advantages of diversifying content beyond blog posts to encompass podcasts, videos, live shows, newsletters, and courses and the opportunities they offer. He shares some invaluable pointers on scheduling this content and tells us about his “Netflix seasons” approach to podcast episodes.

So, if you’re ready to hear how you can up your podcast game, jumpstart audience engagement, and build a thriving community, then tune in now! 

In this episode we talk about:

• Podcast networks
• Audience engagement
• Success metrics

Timestamps:

0:00-1:44: Introduction

1:45-7:23 What is The Compete Network?

7:24-9:29 How it was started

9:30-12:40 Building a community

12:41-15:19 Metrics of success

15:20-16:29 Major challenges

16:30-21:50 Scheduling and distribution

21:51-24:07 Diversifying content

24:08-26:21 Reaching out to the audience

26:22-27:31 Wrapping up

Connect with Alex McQueen on LinkedIn: https://www.linkedin.com/in/adam-mcqueen-032a5b10b/

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“One of the ways that you could discover whether SEO is the right channel for the business that you're working with is basically understanding two questions. First, are the potential customers of your business actually aware of the problem your business is solving? And if so, where are they actually looking to solve that problem?”

Hello hello! For episode 81 of the Flying Cat Marketing podcast, we spoke with Farzad Rashidi, Lead Innovator at Respona and former Director of Marketing at Visme. He gave us the company’s exclusive SEO formula, the same one that was used at Visme to help them reach 14 million users and 3 million monthly organic traffic. 

Farzad broke down this keyword prioritization formula, which is calculated using CPC, traffic potential, and keyword difficulty. He also explained the three types of content they publish at Respona and Visme: content for SEO purposes, link content, and conversion content. 

Plus, he explained how the company distributes its marketing efforts: according to Farzad, teams should be devoting 20% of their time to content creation and 80% to content promotion. Farzad explains why this approach was crucial for helping Visme achieve its success. 

This is just part one of two of Farzad’s interviews. In the next installment, we’ll be picking his brain about off-page SEO and link building. But for now, tune in to learn how to build a solid SEO content creation and distribution strategy and determine whether SEO is the right channel for your business.

In this episode: 

• How to know if you should prioritize SEO as a marketing channel
• The “Opportunity Score” formula for keyword prioritization
• The three types of SEO content the Respona team creates
• The importance of off-page SEO for an overall content strategy
• The balance you should strike between content creation and distribution

About the guest

Farzad Rashidi is the lead innovator at Respona, the all-in-one link-building outreach software that helps businesses increase their organic traffic from Google. He previously ran the marketing efforts at Visme, where he helped the company gain over 14 million active users and pass 3M monthly organic traffic.

Timestamps 

1:15-4:24 How to know if SEO is the right marketing channel for your business

4:25-6:31 Farzad’s first attempts with SEO at Visme

6:32-8:52 How Farzad and his team make SEO to work for Visme and Respona

8:53-12:36 Farzad’s formula for keyword prioritization, the Opportunity Score

12:37-13:28 The importance of “staying in your league” when choosing keywords

13:29-16:09 How to use the Opportunity Score to prioritize your keywords and plan your content strategy

16:10-19:51 The three types of content Farzad and his team creates

19:52-22:36 The journey to 14 million users and 3 million monthly organic traffic at Visme

22:37-25:31 The importance of link building for an SEO strategy

25:32-26:43 How to organize your content marketing efforts

“At the end of the day, we’re not trying to say we do magic. We're just trying to say, ‘we'll take all the information that you have first-party collected inside of your company, and we'll make it available for you.’”

Hello, hello! In this episode of the Flying Cat Marketing podcast, we’re joined by Steffen Hedebrandt, CMO and Co-Founder of Dream Data to talk about how to properly use attribution to see ROI from content and SEO.

We start by discussing the question that has all of LinkedIn fired up: How accurate is attribution, really? How can you use it to get people like the CEO, or CFO, on board the content train?

Steffen explains that there are two different types of content you can focus on, and if you can clearly differentiate between the two, you’re able to make data-driven decisions and drive the most ROI.

“There's two buckets of content. There's content that drives traffic to your website, and then there's content people look at as they're buying your product. And if we start with the articles you write for Google - where you're trying to get people to your website - the content that has the highest intent of actually making a buying decision about your product are ones you should spend time on.”

So what does this actually look like in practice?

Get caught up with this and more in the full episode!

In this episode we talk about:

• Keyword 1 for this episode
  • SEO
• Keyword 2 for this episode
  • Attribution
• Keyword 3 for this episode
  • Content

Timestamps:

02:15-06:53 Are marketing attribution software worth the hype?

06:54-10:21   The difference between attribution data from CRMs like Salesforce and actual attribution software

10:22 The different types of attribution models and how they help track ROI

13:16-14:17 Can you implement hybrid attribution models?  

14:18-23:10 Steffen’s biggest discoveries about content 

23:11-26:23 What’s one thing Steffen wishes more people knew about attribution?

Connect with [Steffen Hedebrandt] on [LinkedIn]: [https://www.linkedin.com/in/steffenhedebrandt/]

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

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His last name was difficult to pronounce, but it was extremely easy to have a valuable conversation with marketing and growth expert, Vukasin Vukosavljevic.

During this interview, we chatted about which marketing interventions can lead your company to grow organically. Vuk shared insights based on his experience in his previous role as Head of Growth at Lemlist, where his initiatives leveraging the Lemlist community led the company to cross $10M in annual recurring revenue (ARR). 

This week’s Flying Cat Marketing Podcast highlights the importance of

• Building a community at the very beginning
• Creating marketing activities for each stage of the funnel
• Repurposing content natively for each platform and adapting pieces to each channel 

In this episode, we first talked about differentiating marketing activities through the different stages of the funnel and overlapping content between the bottom and middle parts of the funnel. Some of those activities can include cold outreach, blog post creation, webinars, and templates.

Then, Vuk shared some actionable tasks a content marketer can address to capture prospects and get them into the top part of the funnel. Repurposing content, creating an online community, and building employees' personal brands on LinkedIn are some of those efforts.

We realized it was easy to overlap initiatives at different funnel stages. But, as Vuk explained, “how you label it is less important than how it performs.”

Get caught up with this and more in the full episode!

In this episode we talk about:

• Growing businesses organically
• Different marketing initiatives throughout the funnel
• Organic Growth

Timestamps:

• (01:05) Meet Vuk and his work at Lemlist
• (3:17) The Lemlist’s organic growth strategy
• (4:42) How they started creating webinars and leveraging the community at the BoFu
• (8:54) How content plays a huge part of in-app initiatives
• (11:20) Content is king. How value beats highly produced content
• (12:25) The way you distribute content can make the same information address BoFu or MoFu 
• (16:23) How repurposing content natively and building personal brands can attract leads at the ToFu
• (19:49) The process of adapting content to different channels 

Connect with Vukasin Vukosavljevic on LinkedIn: https://www.linkedin.com/in/vukasinvukosavljevic/ 

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

Listen to the Flying Cat Marketing Podcast on 

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Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4 

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“So these were super important milestones that we were able to achieve thanks to this combination of real strategic SEO and really high-quality content, that our sales team had a direct impact on with their advice.” 

Hello hello! For episode 78 of the Flying Cat Marketing podcast, we sat down with Andrea Skarica, Growth Marketing Manager at Mixmax, to discuss Mixmax’s collaboration with Flying Cat Marketing, and the results they were able to achieve through combining subject matter expertise with an SEO framework for predictable growth.

Mixmax is a fast-growth sales engagement tool that allows sales professionals to automate and personalize their cold email outreach and win more replies and meetings by turning email from a static experience into a more interactive one.

In this episode, we deep dive into how, through their collaboration with Flying Cat Marketing, Mixmax was able to 

1. Define their tone of voice.
2. Create enjoyable content their Ideal Customer Profile could relate to.
3. Increase and improve their SEO profile.
4. Increase their sales-related keywords.

According to Andrea, “[Mixmax is] ranking on page one for Outreach alternatives, SalesLoft alternatives, and some other [keywords] like email sequence software, even best sales engagement platforms.”

“So when I arrived [to Mixmax,]” says Andrea, “I had quite a small budget, [and I was told] "Okay, so what are you gonna do to improve our growth organically rather than investing in paid?”...I decided; Okay, let's go and build a content strategy backed by SEO."

By collaborating with Mixmax’s own sales team and gathering their Subject Matter Expert advice, we were able to achieve results like a 548% increase in sessions.

Tune in to learn more about combining SEO and thought leadership content can achieve huge results for businesses.

In this episode we talk about:

• SEO 
• Organic content marketing 
• Subject matter expertise 

Timestamps:

00:35-04:11 Mixmax and Flying Cat Marketing: Where it all started 

04:12-06:10 Building thought leaderships content distributed through SEO and social media

06:11-11:40 What results did Mixmax achieve through organic content marketing?

11:41-13:47 The importance of understanding the ICP pain points 

13:48-16:11 Why was nailing down the tone of voice a priority for Mixmax?

16:12-17:49 How to set your sales content apart from competitors 

17:50-22:31 How Mixmax and Flying Cat Marketing built a seamless subject matter expert process

22:32-26:25 How to use LinkedIn to connect with your ICP

Connect with Andrea Skarica on LinkedIn: https://www.linkedin.com/in/andreaskarica/

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

Listen to the Flying Cat Marketing Podcast on 

Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQd

Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4

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Is customer retention the new acquisition? You betcha, says Firaas Rashid, CEO & Founder of Hook, a predictive data platform that empowers customer success teams. 

This week, the Flying Cat Marketing podcast caught up with Firaas to learn about customer-led growth and how to upsell for success. 

Firaas kicked off by outlining the challenges inherent in “low-risk” SaaS subscription models in terms of customer retention and building relationships. That makes retention rates increasingly interesting for investors as an indicator of future revenue, especially in the current tech downturn. 

He then shared his tips for marketing to existing customers and maximizing revenue from them. 

• Run targeted marketing campaigns to large accounts to sell into new departments. 
• Incentivize adoption with competitions. 
• Use customer advocacy to generate new leads by hooking your champions up with other potential customers. 

Next, he identifies the need for startups to create relevant, useful content beyond just plugging your product. “Your customers aren’t buying your product,” he explains, “they’re buying the solution to a business problem. Your product is a tech delivery platform to make that happen, and they’re interested in how you can facilitate other solutions to that problem” 

Finally, Firaas explained why companies should use in-app data to identify customers at risk of churning or ripe for upselling to a new feature or plan. And how Hook helps you do that. “We find that product behaviors can predict about 85% the likelihood of someone spending more money, without including any other data,” he says.  

All this and more in the full episode! 

In this episode we talk about:

• Keyword 1 for this episode
• Customer-led growth
• Keyword 2 for this episode
• SaaS upselling 
• Keyword 3 for this episode
• Customer retention 

Timestamps:

03:03 Why upselling and retention are essential in SaaS

06:30 How to upsell with account-based marketing 

07:15 How to incentivize adoption

08: 15 How to use customer advocacy to generate new leads

10:00 Why startups need to create more useful content for customers 

12:05 How in-app data can identify customers at risk of churning or ripe for upselling

13:14 The difference between product-led and customer-led growth   

17:02 Why simple data points are best to measure customer-led growth  

Connect with Firaas Rashid on: https://www.linkedin.com/in/firaasrashid/

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

Listen to the Flying Cat Marketing Podcast on 

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Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4

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This week, the Flying Cat Marketing podcast caught up with Kate Erwin, Head of Content at Contractbook, to learn three ways to use social media for organic B2B growth.

Kate kicked off by telling us how she makes the fleeting nature of social media work for her by using it as a testing ground for content ideas and formats. And why she believes conversation starters are more important than likes. 

She went on to explain why you don’t have to be a teen to use TikTok, before telling us how she leverages content partnerships to grow her audience. And how you can totally punch above your weight by leaning in on partnerships with bigger fish. 

She finished up by explaining how she uses social listening to validate keyword research and get topic ideas, and how to find the right people and grow your network.   

All this and more on the SaaS Marketing Podcast. 

Don’t miss it! 

In this episode we talk about:

• Social media 
• Content partnerships 
• Social listening 

Timestamps:

1:17- 6:57 How to use social media as a content testing ground 

6:58-8:17 Why conversation starters are more important than likes 

8:18-9:57 How social media can help you figure out what type of content to create

9:58-18:17 How to leverage content partnerships

18:18-22:11 How to use social listening to validate keyword research 

22:12- 25:08 How to find influencers and build your network on social media 

Connect with Kate Erwin on LinkedIn: https://www.linkedin.com/in/kateerwin/ 

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Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

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Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4

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“Marketers have always gotten the unfortunate rap of being not as impactful as sales. So now, it becomes a lot harder to get buy-in from the rest of the organization to do the things that we need to do.”

Hello hello and welcome to another episode of the Flying Cat Marketing podcast! Today, we’re here with Ashley Levesque, VP of marketing at Banzai. We talk about building marketing and revenue teams, and why the current marketing team playbook is outdated.

Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she's built departments and functions from the ground up in industries ranging from manufacturing to SaaS. 

At Banzai, Ashley's responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers. 

She walks us through the current marketing playbook, why it’s outdated, and how modern marketing teams should approach their goals. 

“Marketing generates leads and kicks them over to sales. We all know that's not the way the buyer's journey works, but our organization is still set up that way.” Ashley reveals her top plays when it comes to building efficient teams, which include creating pods and bringing sales and marketing together.

Do you have the right metrics in place to measure success in your business? Are you communicating these metrics when onboarding new marketing hires? What happens if the expectations for your team aren’t laid out clearly?

During this episode, we talk about tips you can implement this month to ensure your marketing and revenue teams are going in the right direction, and with the least resistance.

In this episode: 

• Why is the playbook for creating revenue or marketing teams outdated?
• How should you approach building a marketing team?
• How knowing your weak spots can help you hire better 
• Is your onboarding process setting up your new marketing hire for success?
• Output, Outcome, Impact: What is it and how can you use the framework? 
• Meeting best practices for remote teams

About the guest:

Ashley Levesque grows teams and strategies that empower employees and transform businesses. In her time as a marketing and communications professional, she has built departments and functions from the ground up in industries ranging from manufacturing to SaaS. Her experience turning strategy into action makes her a vital asset for companies looking to grow quickly. At Banzai, Ashley is responsible for empowering marketing teams with the skills, tools, and confidence they need to connect more deeply with their prospects and customers.

Timestamps:

01:27- 02:55 How is the marketing team at Banzai structured?

02:56- 08:45 Why is the playbook for creating revenue or marketing teams outdated?

08:46- 10:01 How can you build a marketing team the right way?

10:02- 13:21 How can you set a new marketing hire up for success?

13:18- 13:22 How should you NOT go about onboarding new hires?

13:23- 15:09 The importance of documentation culture in businesses 

15:10-21:31 What is the Output, Outcome, Impact framework and how is it used?

21:32- 25:11 How to best stay on top of your goals using the red light, yellow light, green light approach

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

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Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-mar

“Organic is this new big channel because it scales and you pretty much get an infinite return on investment if you rank well… When you're small and you don't have resources, you're kind of trying to do everything, and that's not the way to go. So I would wholeheartedly advise every small startup these days to just focus on the one thing that is really driving leads.”

Hello, hello. Welcome to another episode of the Flying Cat Marketing Interview Series. Today you’ll hear our conversation with Emilia Korczynska, Head of Marketing at Userpilot. She helped the company go from publishing four pieces of content on their blog to 40 in under six months? How did she do it? Userpilot’s Content Epics System. 

When Emilia realized that building an in-house team wasn’t going to work for the company, she designed a way to streamline the brief creation, writing, editing, and proofreading processes. The new approach uses in-house brief creation and editing while outsourcing writing, using tools like Surfer SEO and StoryChief to automate the process. 

In this episode, Emilia explains the Content Epics System approach and shares how Userpilot got to where it is today with content creation. She also touches on some of the challenges the business still faces with its content strategy and discusses where AI can be useful (and where it falls short) when creating content for a SaaS company.

Listen to the episode to get an inside look at how content production and organic growth happens at Userpilot, with bonus insights from Maeva about Flying Cat Marketing’s content production strategy at the end of the episode. 

In this episode we talk about:

• Organic growth
• Content strategy
• SaaS marketing

Timestamps:

0:00-1:20 Introduction

1:31-3:45 The relevance of organic traffic and why it’s so valuable for smaller startups

3:46-6:10 How Userpilot drastically increased the amount of content it publishes and how other startups can better direct their efforts

6:11-8:53 Why Userpilot decided to take the content team in-house (and how) 

8:54-11:40 Userpilot’s Content Epics System and how it works

11:41-12:49 The role of Userpilot’s Head of Content and how they fit into the content strategy

12:50-15:52 What Userpilot’s content creation process looks like, from writing to proofreading to SEO to editing

15:53-17:23 Why Userpilot manages all content in StoryChief

17:24-19:23 How Userpilot creates briefs and why they are so detailed

19:24-23:11 The writing and editing challenges that Userpilot continues to face and how they are being addressed

23:12-26:13 The problems with AI writing and where it can be useful for B2B SaaS content creation

26:14-27:37 Userpilot’s subject matter expert interview process 

27:38-28:27 What Emilia wished she had known when she started doing organic content

28:28-30:30 Flying Cat Marketing’s content creation process and how it’s different from Userpilot’s

30:31-32:43 Where you can find Emilia and outro

Connect with Emilia on LinkedIn: https://www.linkedin.com/in/emiliakorczynska/

While you’re here

Follow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:

Listen to the Flying Cat Marketing Podcast on 

Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQd

Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4

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