B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing
by Jeremy Shere
If you do B2B content marketing, you know that Content is King ... And queen, prince, duke, duchess--the whole damn court! Bottom line, for B2B marketers, content and content strategy are crucial. In this show, we explore the art & science, the opportunities and challenges, of B2B content marketing strategy, including:-What makes some content "sticky" and other content entirely forgettable-Scaling content without sacrificing authenticity and originality-Creating content with a point of view-Producing thought leadership content that actually leads-Repurposing content-Measuring content ROIJoin me, Jeremy Shere, as I discuss these and many more important and fascinating topics with B2B marketers, demand generation and growth professionals, and content marketing leaders from across the B2B landscape.
Hosted on Acast. See acast.com/privacy for more information.
Copyright: Jeremy Shere
Episodes
Title (Joanna Bowzer)
30m · Publishedlink 1: linkedin.com/in/joannabowzer
link 2: http://www.clearvoice.com
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Title (Oleksii Klochai)
28m · Publishedlink 1: linkedin.com/in/oklochai
link2: https://wizardondemand.com
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Crafting a great elevator pitch w/ Jarie Bolander
39m · PublishedIn our age of remote everything, the elevator pitch is a bit of an anachronism.
When's the last time you pitched an idea in an elevator?
But the concept is still relevant and important!
If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less.
Now, crafting a great elevator pitch isn't exactly quantum theory ... but it's not easy, either!
And in fact, according to my guest, many companies struggle to explain what they do and why it matters to non-experts.
Jarie Bolander is many things ... He's head of market strategy at Decision Counsel ... the author of several books, including Story Driven Outreach ... and host of The Entrepreneur Ethos Podcast.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Re-examining the bottom of the funnel w/ Lashay Lewis & Tas Bober)
22m · PublishedWe're all familiar with The Funnel ...
We know there's a top of the funnel, a middle, a bottom ... and everything in between.
The top is where we just try to make prospects aware that we exist ...
And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ...
and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line.
But for my guests today, this tidy little picture is maybe a little bit too tidy.
Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
How marketing can produce truly valuable leads w/ Quincy Johnson
16m · PublishedOne of the biggest sources of tension between marketing and sales is the quality of leads.
From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on.
Marketing hands these leads over to sales, thinking, we've done our part! But sales turns around and says, these leads are garbage! People who download an ebook or whatever are not necessarily in the market. We need leads that are actually ready to buy!
It stands to reason that marketers could do with a better way of sourcing and evaluating leads before handing them to sales.
What could that look like?
My guest today is here to paint us a picture.
Quincy Johnson is a senior consultant at Compound Growth Marketing, a demand generation consultancy.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Seeing marketing from a sales perspective w/ Joel Barker & Karl Steiner
26m · PublishedIn some very basic way. the purpose of marketing is to support sales. And so it stands to reason that the more marketers know about how sales actually works, the better. But marketers often have only a hazy understanding of what motivates salespeople and HOW they sell. I know that was my experience when I worked as a copywriter in the medical device industry. I actually went through sales training and did ride alongs with reps. But still, in my day to day work I wasn't really seeing things from a sales perspective.
To help us better understand what marketers ought to know about how sales works, my guests today are Joel Barker and Karl Steiner. Joel is creative director and principal at Lion's Way Content, and Karl is lead writer and principle Lion's Way.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Producing content that sales people use and value w/Nicholas Loise
24m · PublishedThere's nothing more frustrating for marketers than pouring your heart and soul into a piece of content, only to have sales reps ignore it or use it the wrong way.
My guest on this episode has lots of experience dealing with this issue. He is Nick Loise, founder of Sales Performance Team, a leading fractional sales leadership and new business development firm. We talk about what causes marketers to produce content that sales people don't value or understand and what marketers can do to create content that salespeople DO value.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
How to become a speaker w/ Juli Lassow
28m · PublishedHave you ever thought about getting into speaking?
If so, then this episode is for you. Juli Lassow, an entrepreneur, founder of JHL Solutions, and a frequent speaker. We talk about how to get started with speaking, how to overcome the fear of public speaking (right up there with death as many people's #1 fear!), how to use speaking opportunities to market yourself and your business, and much more!
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
The value of importance of "buystander" personas w/Matthew Lewsadder
27m · PublishedBuyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?
This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.
Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Using content with product user and lifecycle data Ashley Litzenberger
20m · PublishedIt stands to reason that the most effective content is content that's informed by data. Specifically, data about what customers value about a company's products and services. The better you design a piece of content to speak to the specific needs, desired outcomes, and preferences of the people you're trying to sell it to, based on what you learn from your current customers, the better that content is likely to perform.
Actually doing this, though, is easier said than done.
My guest today is here to share her process for infusing content with valuable product user and product lifecycle data. Ashley Litzenberger is a product and solution marketing expert and founder of Ashley Litzenberger Consulting,
Link 1 linkedin.com/in/alitzenbergerhighered
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing has 744 episodes in total of non- explicit content. Total playtime is 247:01:54. The language of the podcast is English. This podcast has been added on August 25th 2022. It might contain more episodes than the ones shown here. It was last updated on May 30th, 2024 16:10.