Inbound Success Podcast

Branded content is any marketing content that does not have a direct sales-related objective associated with it. Because it’s not designed to have a straight line relationship with sales goals, many marketers struggle to justify investing in it.

But branded content has an important place in the marketing mix, and this week, Human Factor Media founder Zack Slingsby explains why.

Human Factor Media specializes in a “branded entertainment” - a subset of branded content focused on video. In this interview, he covers:

• When it does - and does not - make sense to invest in branded entertainment

• How branded entertainment can help differentiate you from the competition

• What good branded entertainment looks like

• Why you should think about creating serialized content

• How to measure the success of branded entertainment

• The channels that you can use to distribute your content

• The brands that are doing branded entertainment really well right now

Check out the full episode to get Zack’s insights on all of this, and more.

With so many new podcasts popping up, how can you create a business podcast that truly stands out from the crowd while also driving revenue?

Lower Street Media founder Harry Morton set out to solve for exactly this challenge and on this week’s episode, is sharing his lessons learned.

TL;DR - he says it’s not enough to simply do an interview-style show. To get results, you need to lead with narrative.

What does that mean, and how can you use podcasting to drive results for your account-based marketing (ABM) strategy?

Check out the full episode for details.

Userflow co-founder and Chief Growth Officer Esben Friis-Jensen has devoted his career to providing SaaS businesses with the tools necessary to drive product-led growth.

In this episode, he explains why, in what some have termed the “end user era”, product led companies are outperforming their sales-led peers, and dissects what marketers need to know to deliver on the promise of product-led growth.

From the importance of making the product the focus of your marketing, to publishing transparent information about pricing on your website, offering an on-demand product demo, creating use cases, and ensuring your content matches what you can actually deliver through the product, Esben goes into detail on the elements of a successful product-led growth strategy.

Check out the full episode to learn more.

Seth Erickson started his career in web design but quickly realized that without a good story, the website (and other marketing efforts) would fail to perform. That’s when he decided to become an expert in storytelling.

Seth spent months studying not just the discipline of storytelling, but the neuroscience behind why stories are so effective, and shared what he learned in his book How to Hack Humans: Storytelling for Startups.

In this episode of The Inbound Success Podcast, Seth breaks down the must-have components of an effective story, as well as the neural triggers that happen, and what marketers need to know about all of it to get better results.

There’s a lot of buzz about TikTok advertising in the marketing world right now. But how can you know whether it’s the right channel for your business, and how should you get started?

Reason Agency CEO Will Perry is a TikTok ads expert who has gotten incredible results for ecommerce brands. In this episode, he breaks down exactly how he approaches TikTok advertising, and shares actionable takeaways that any company - ecommerce or B2B - can use to build a profitable TikTok ads strategy.

This week I’m changing things up and don’t have a guest. Instead, I thought I would talk about something I’ve been working on and am particularly excited about — newsletter advertising.

Beginning in 2018, when I was at IMPACT and worked with the team there to launch The Latest newsletter, I’ve seen the potential of newsletter advertising to reach new audiences. Since the, I’ve used this strategy at a variety of early stage startups to test messaging and drive new leads.

In this episode, I’m sharing exactly how I’m using newsletter advertising, the different types of ads and how they perform, along with what you can expect to spend.

What’s the best way to leverage the content you already have to drive more revenue?

Outranking.io founder Pankil Shah specializes in doing just that for his clients, and in this episode, he shares how he does it.

From how to identify existing content that needs to be optimized, to matching the way your content is written to buyer intent, improving internal linking structures, and adding strong calls to action or popups, Pankil explains, step-by-step, how to get more mileage out of your content.

When Yotpo’s global team of employees began to feel disconnected during the pandemic, the company made the decision to form a community powered by NFTs. Today, Yotpo’s “Fabulous Flamingo” NFTs are sought after tokens that signal a sense of belonging, but also serve as incentives for the team to get more actively involved in the company and its community.

On this week’s episode of The Inbound Success Podcast, Yotpo Senior Director of Brand Marketing Cris Dinozo explains why Yotpo decided to incorporate NFTs into its community strategy, how they’re using them to bring the team closer together, and what the future roadmap holds as far as leveraging the NFTs for Yotpo’s marketing efforts.

What is Web3, what does it mean for marketers, and how can it be leveraged to build community?

Late Checkout is a thesis-driven Web3 community and holding company that is focused on the nexus between Web3 and community, and CMO Vyarda Ndejeru explains what that means, and what marketers should know about how Web3 may change the future of community building.

From defining what Web3, crypto, the blockchain and NFTs are (in plain English!), to explaining why DAOs (those are centralized autonomous organizations for my fellow Web3 newbies) are going to fundamentally change how communities operate, to how to monetize your community, Vyara breaks it all down in a way that is understandable and actionable. And, she shares some of the ways, including memberships, access cards, subscription models, and commerce, that B2B companies could take advantage of Web3 and NFTs.