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Content That Grows
Welcome to the Content That Grows podcast, where we chat with folks from all kinds of companies to better understand the content they’ve invested in, how they did it, and how it impacted the growth of their company.
May 10, 2022
Strategies for Identifying Content Topics & Search Intent
Nate and Derek team up in episode 2 to talk about choosing content topics that will resonate with your target audience and ultimately grow your business. In this episode, the conversation covers the many ways in which effective SEOs and content marketers think about topics that satisfy customers' needs and how they leverage algorithms and tools to help ensure those topics work together to increase rankings in the SERPs. Key moments in the discussion: * 1:45 - Effective starting points for choosing your initial content topics * 4:44 - Topic research closer to your product/ICP vs from a keyword research tool * 8:38 - How aligning on topic themes gives teams unity plus creative freedom * 16:48 - How to think about building clusters of related content topics * 22:11 - Interpreting Google Search Console data to inform content topic choices * 27:05 - Organizing your website for like topics based on user experience * 31:32 - How search intent is used to create the content someone is looking for * 39:53 - Common pitfalls content team run into when selecting topics
Apr 26, 2022
Finding Your ICP to Build Better Content
Kevin and Nate sat down to talk about Ideal Customer Profiles (ICPs) as they relate to their significance in content marketing. This episode is packed full of advice from which internal teams/departments likely have the most information to help your marketing department understand customers to using the Jobs To Be Done framework to understand their "pain points." Key moments in the discussion: * 2:06 - Using other teams and pivoted CRM data to identify ICP data * 4:28 - How earlier stage SaaS companies can identify their ICPs * 8:55 - Ineffective persona building vs understanding the human who is reading your content * 12:52 - Understanding ICPs based on the Jobs To Be Done (JTBD) framework * 17:25 - Practical advice for getting to know your ICP's pain points * 24:09 - Start your content strategy with a product-led approach * 32:11 - What happens when you create content that isn’t focused on your ICP
Apr 5, 2022
Season 2 - Trailer
We're back for another season with the Content That Grows podcast! Join us as we explore how great SaaS companies leverage content marketing to grow their businesses. From understanding ICPs to using multimedia content, we'll be discussing tactics & strategies that your SaaS marketing team can take with them. Don't forget to subscribe to catch the latest episodes and check out Season 1 while you wait. Happy listening!
Mar 8, 2022
Investing in Content
Kevin and I sat down to talk about investing in content. We chat about why leadership buy-in is essential, how aggressive goal-setting can trap teams in 'short-term mode' that limits long-term growth, why it is crucial to understand your competition's efforts when setting expectations, and more.
Feb 16, 2022
Taking Risks w/ Kristen Bryant Smith
We sat down with Kristen Bryant Smith, Director of Content Marketing at Help Scout, to talk about building a content strategy for a new product launch, producing Brandwagon at Wistia, and creating In the Works at Help Scout. We also discussed how to join a new team the right way as a leader and how to measure content efforts that aren't meant to drive direct conversions.
Feb 1, 2022
The Power of Storytelling w/ Melanie Deziel
We sat down with Melanie Deziel, Author, Speaker & Chief Content Officer at Storyfuel, to talk about how storytelling makes content marketing better, native advertising, and content frameworks. We also talked about common pitfalls in creating a content strategy and why you always need to remember to have fun.
Jan 18, 2022
Journalism & Content Marketing w/ Chelsea Castle
We sat down with Chelsea Castle, Director of Content Marketing at Chili Piper, to talk about how the content team works at Chili Piper, how they plan content, and how they measure performance and impact. We also talked about how content marketers can leverage journalism best practices to create better content, the recent Chili Piper social campaign on Linkedin, and how marketing advice is not one-size-fits-all.
Jan 4, 2022
Creating Content You Believe In
Kevin and I sat down to talk about some of the early years of SEO content at Sprout Social. We chat about how some of the technical SEO work we did early on helped us scale organic performance, how we got started optimizing existing content, big content bets like The Always Up-to-Date Image Sizes Guide, and how Kevin approached joining Review Trackers and growing a content program he inherited.
Dec 14, 2021
Prioritizing Quality Content w/ Amy Lecza
We sat down with Amy Lecza, Director of Content Marketing at G2, to talk about how G2 runs its content operation, shifting from high-quantity to high-quality, the importance of specialization on your team, and more.
Nov 30, 2021
Scaling Content Operations w/ John Bonini
We sat down with John Bonini, Director of Marketing at Databox, to talk about prioritization during the early days of your content program, how they have approached attribution & strategy as they grew, scaling content operations, content formats, and his community, Some Good Content.
Nov 16, 2021
Don't Be Boring w/ Erin Balsa
We sat down with Erin Balsa, Marketing Director for The Predictive Index to talk about building content teams, how to use proprietary data to create one-of-a-kind data reports, and content planning. Plus, Erin shares why your content can't be boring if you want to stand out.
Nov 2, 2021
Be Intentional w/ Sangram Vajre
We sat down with Sangram Vajre, Co-Founder of Terminus, to talk about how they generated leads from content when he was leading marketing at Pardot, and how that experience led to the co-founding of Terminus. Plus, 1-to-1 content, the power of community, and what he learned when writing his new book, MOVE. More information: * MOVE (Sangram's latest book) * Terminus Website * Peak Community Website * Ten Speed Website * Content That Grows Podcast
Oct 18, 2021
Save Yourself the Heartache w/ Rand Fishkin
We sat down with Rand Fishkin, CEO of SparkToro, to talk about how the Whiteboard Friday video series was created, how they approached content at Moz, what's working for the team now at SparkToro, the content formats he's bullish on, and more. More information: * SparkToro Website * Ten Speed Website * Content That Grows Podcast
Oct 12, 2021
Thanks for checking out the Content That Grows podcast! Our guests are experienced marketers sharing the thought process behind where they invested, how they built, scaled, and tested their way to successful content programs, and the lessons they learned along the way.