Content marketing is Buffer’s main channel for branding and lead generation. Today, we’re talking to Kevan Lee, who joined Buffer as a content writer and is now its VP of marketing. He shares how Buffer’s content strategy has evolved over the last five years, how editorial and conversion teams can connect for growth, and the future of content marketing in 2019 and beyond.

Intercom’s content inspires envy from the savviest of marketers. Today, we’re going behind the scenes at Intercom with Senior Editor Sara Yin. She shares how her team gets subject matter experts (yes, including developers) to contribute to the blog, how content fits within the larger marketing team, and how content and demand gen marketers work together to create growth. 

Brandi Smith is the VP of Demand Generation and Marketing at Uberflip. She sits down with us to talk about how the company pushes customers through its content funnel, and how they use their tools to target different personas with unique content. But, the journey doesn’t end there. At Uberflip, multi-touch attribution is the key to unlocking the insight the company needs to understand how content marketing is making an impact where it matters most -- the company’s bottom line.

Content can’t be successful if no one sees it, but that’s getting harder nowadays with diminishing organic reach on platforms. Today, we’re talking to Benji Hyam about the reckoning that’s happening in content promotion and how marketers can adapt by leaning into paid channels and SEO.

Hotjar launched an ambitious, brand new podcast… only to put it on pause a few months later. Today, we’re chatting with Louis Grenier, Hotjar’s content marketing lead, to talk about what went wrong and how they’re transforming lessons learned into user growth strategies. Listen for a refreshing, honest perspective on the many challenges of content marketing.

Most companies split out marketing into the organic side and the acquisition side. At Asana, they’re breaking down that barrier for more explosive growth. On this episode, Ashley Kemper explains how she’s leading the merging of the two teams, what impact it has had so far, and how content marketing is benefiting from expert thinking from both sides of the equation.