Are “best practices” in B2B content killing your marketing impact? Have you taken the time to learn how to educate your audience? Why do you even want attention for your brand?
Mariya and Purna ditch lectures for stories audiences remember in this episode of The Marketing Speakeasy - a podcast where CMOs and other marketing leaders spill industry secrets, served with a twist.
About our guest:
Purna Virji is a globally recognized content strategist and best-selling author of the multiple-award winning book High-Impact Content Marketing. Based in Philadelphia, Pennsylvania, she is currently the Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TechCrunch+, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honored Listee on the Marquis Who's Who 2023 list.
Chapters:
0:08 – Intro to Purna Virji and her impressive background—LinkedIn, Microsoft, bestselling author, keynote speaker, and award-winning marketer.
2:56 – Explaining Marketing to a Grandma
8:02 – Two Truths and a Lie: Content Education Edition
13:36 – What Educational Content Gets Wrong
17:25 – Why B2B Content Is Still Boring
20:29 – Misattributed Marketing Spend & Brand Differentiation
28:56 – Using People as Differentiators - Why human-led content and personal brands build real trust.
32:12 – Fear of Losing Talent vs. Investing in People
42:51 – Rethinking Attention as a Resource
49:32 – The Limitations of Metrics & Going Beyond Leads
50:24 – The Great Gating Debate
56:35 – What Makes Content Impactful
58:51 – Diamonds, Lobsters & Milk: The Power of Marketing
Episode links:
Purna Virji on LinkedIn: https://www.linkedin.com/in/purnavirji/ Purna’s book, “High-Impact Content Marketing”: https://www.amazon.com/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608459
Article on Microsoft’s compliance soap opera series, “Trust Code": https://www.hr-brew.com/stories/2023/06/13/microsoft-compliance-training
About our show:
Step into The Marketing Speakeasy, where the vibe of an old-school speakeasy meets modern marketing. Listen in as your virtual bartender, Mariya Delano, invites marketing leaders to relax after a long workday and pull back the curtain on their unfiltered thoughts about the industry. With after-hours honesty and playful games, we raise a glass to marketing’s past while shaping its future.
About our host:
Mariya Delano is the founder and CEO of Kalyna Marketing, a marketing agency that helps B2B brands earn trust and drive growth with bespoke strategy, research, and content services. She’s also a big fan of asking hard questions and learning from other marketers behind-the-scenes. This podcast is a public version of the conversations Mariya loves to have - getting to the human side of marketing after stripping fancy titles, accolades, or promotional copy.
Our links:
Show website - https://belkins.io/the-marketing-speakeasy-podcast
Mariya on LinkedIn - https://www.linkedin.com/in/ria-delano/
Kalyna Marketing - https://kalynamarketing.com/
Belkins - https://belkins.io/
