B2B Content Marketing: The Content Callout Podcast

According to Camille Trent—The Head of Content at Dooly—everything is content. And content generation is easy but can be difficult if you don’t do it well. In this episode of The Content Callout, we cover what Camille’s mantra means, talk about method marketing, and discuss how to leverage communities to make better content. Check it out!

Outline of This Episode

• [0:58] Camille’s rapid-fire tips
• [1:50] Everything is content
• [3:58] How to cultivate curiosity and apply it
• [8:44] Applying method acting to marketing
• [13:17] How to choose content that reflects your customer’s life
• [15:51] Learning from communities and conversations 

Resources & People Mentioned

• “Everything is Copy” documentary
• Thursday Night Sales
• 30 Minutes to President’s Club
• How Did This Get Made? 
• Procurement Foundry

Connect with Camille Trent0m 

• Connect on LinkedIn
• Follow on Twitter
• Dooly

Connect with The Content Callout

• https://www.contentcallout.com/

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When you’re taking on a role at a new company, it can be easy to dive right in and put your nose to the grindstone. But like you invest in a discovery phase with new customers, you shouldn’t neglect the discovery phase in your new role. 

Marissa Homère is the VP of Marketing at Irwin, an investor relations and capital market software company based in Toronto. In this episode of The Content Callout, we’ll talk about building, scaling, and leading a B2B marketing team. 

Outline of This Episode

• [0:58] Learn more about Marissa Homère
• [3:00] Learn more about Irwin’s tool
• [5:18] Marissa’s rapid-fire tips for marketers
• [8:23] Why you need to focus on discovery
• [12:54] How to make marketing a revenue center
• [18:03] Emotional intelligence and empathetic leadership 
• [21:05] The work-from-home era is changing the workforce
• [23:19] Marissa’s experience taking a lead role at Irwin
• [24:51] How to structure a team to scale your business
• [30:09] Does a gated white paper generate leads?
• [33:42] Your ideal customer profile is just a building block
• [36:45] Best practices aren’t best practices for everyone

Resources & People Mentioned

• The Modern Marketing Certificate

Connect with Marissa Homère

• Irwin
• Connect on LinkedIn

Connect with The Content Callout

• https://www.contentcallout.com/

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Camela Thompson is the VP of Marketing at CaliberMind. She’s spent 15 years in revenue operations before proving herself as a customer-first growth marketer. She’s passionate about helping ops professionals accelerate their careers. In this episode of The Content Callout, we had a great conversation about using data to improve your content strategy and how to use psychology to improve content quality. Don’t miss it!

Outline of This Episode

• [1:11] Camela’s 3 rapid-fire tips for listeners 
• [1:43] Using data to improve content strategy
• [5:08] Forget “features”—get to the pain point
• [8:30] How to use psychology to improve content quality 
• [11:15] The idea of nonviolent communication
• [13:13] Learn about Camela’s Revenue Marketing Report Podcast
• [14:06] The importance of a social presence online 

Resources & People Mentioned

• Nonviolent Communication by Marshall Rosenberg, PhD
• Clearbit (A data activation platform)
• BigQuery
• Corporate Bro's Website and Instagram 

Connect with Camela Thompson

• The Revenue Marketing Report Podcast
• Connect on LinkedIn
• [email protected]

Connect with The Content Callout

• https://www.contentcallout.com/

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With The Content Callout, we seek to educate and entertain marketing professionals with innovative advice about content marketing. We want you to get the information you need from the experts. But it hasn’t always been smooth sailing. In this special edition of The Content Callout, we will reflect on some of our favorite episodes. You’ll get an inside look at behind-the-scenes flops and our favorite moments. You’ll even hear a fun conversation about social media and brand evangelism. 

Outline of This Episode

• [1:00] Celebrating 100 episodes of The Content Callout
• [2:13] Reminiscing on our first live event
• [4:02] Our favorite rapid-fire tips from 100 episodes
• [8:46] A conversation on social media
• [12:02] Impactful episodes and moments
• [15:52] Why you need brand evangelists

Resources & People Mentioned

• SkipTheDishes
• Neo Financial

Connect with The Content Callout

• https://www.contentcallout.com/

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Anyone in the SEO and content marketing world knows link building is one of the hardest things to master. The sheer number of links you need to get to rank in the top 10 is overwhelming, especially for small content shops. So what’s the solution? Farzad Rashidi shares a three-step B2B link-building strategy in this episode of The Content Callout. It’s not easy, but if done correctly, it can get astounding results for your business. 

Farzad Rashidi is the Lead Innovator at Respona, a company that helps marketers build backlinks to their content. Respona is an all-in-one link-building and content promotion software that allows content marketers to promote their content and build quality backlinks from relevant authoritative publications in their space.

Outline of This Episode

• [0:54] Learn more about Farzad Rashidi and Respona
• [2:28] Farzad’s three rapid-fire tips for marketers
• [7:48] How and where to promote your content
• [11:38] Farzad’s 3 step process to get backlinks
• [23:12] Why competition is a good thing
• [27:17] How to calculate how many people to reach out to
• [28:34] Create a template for your outreach as a starting point
• [34:07] Remember the importance of user experience
• [36:31] How to connect with Farzad and learn more about Respona

Resources & People Mentioned

• Respona Strategy Hub
• Visme Marketing playbook

Connect with Farzad Rashidi

• Respona
• Connect on LinkedIn
• Follow on Twitter

Connect with The Content Callout

• https://www.contentcallout.com/

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Is sales and marketing alignment necessary? Should marketing own the SDR function? Why are most marketers afraid to be corporate evangelists? Darryl Praill—the CMO at Agorapulse, the industry’s leading social media management platform—has some strong opinions about this topic. Specifically, he firmly believes that sales and marketing must align. How do you achieve that? We dive into it all in this episode of The Content Callout. 

Outline of This Episode

• [1:33] Darryl’s rapid-fire tips for marketers
• [1:50] Sales and marketing alignment is more than a sound bite
• [9:55] Should the SDR function be part of marketing?
• [16:25] The problem is that messaging isn’t consistent
• [18:31] Why are people afraid to be brand evangelists?
• [26:10] The best way to connect with Darryl

Connect with Darryl Praill

• Connect with Darryl on LinkedIn
• Agorapulse

Connect with The Content Callout

• https://www.contentcallout.com/

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Is growth hacking in the B2B space achievable? Or is it an overused phrase that does little good to anyone? Is the growth hacking mindset helpful or harmful to a company’s growth? Sandro Meyer—the co-founder of GrowthBay, a growth marketing agency based in Zurich—shares what might be a better alternative to growth hacking in this episode of The Content Callout.

Outline of This Episode

• [1:07] Learn more about Sandro Meyer
• [2:39] Sandro’s rapid-fire marketing tips
• [5:56] Split your funnel into audience and prospects
• [13:50] Why Sandro emphasizes co-marketing
• [19:30] Content distribution is like a trade magazine 
• [23:00] Growth hacking shouldn’t be prioritized 
• [26:05] How to handle clients who expect immediate growth
• [30:46] Every marketer has a different path to follow 
• [33:37] How to connect with Sandro Meyer

Connect with Sandro Meyer

• GrowthBay
• Sign up for Sandro’s newsletter
• The Growth Leadership Show

Connect with The Content Callout

• https://www.contentcallout.com/

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Market research in the B2B space is often overlooked or, at best, done poorly. But speaking to your customer is the best way to direct every step of marketing and sales. Market research helps you move beyond assumptions and create a marketing strategy that will be effective. Christian Klepp shares how to do just that in this episode of The Content Callout. 

Christian Klepp is the Co-Founder/Director of Client Engagement at EINBLICK Consulting, a Toronto-based B2B Tech SaaS and services marketing company. He also hosts B2B Marketers on a Mission. 

Outline of This Episode

• [0:58] Christian’s 3 rapid-fire marketing tips
• [1:32] Why you should niche down—and how
• [5:41] The importance of B2B market research 
• [9:24] Go-to questions for customer conversations
• [12:22] Don’t neglect secondary research
• [14:53] How to lead with authority and expert positioning 
• [23:39] Don’t be afraid to take a stand within your industry 
• [26:28] How to build a personal brand to make an impact
• [32:50] Where to reach out to Christian to have a conversation 

Resources & People Mentioned

• The B2B Buying Journey
• Building a StoryBrand by Donald Miller

Connect with Christan Klepp

• EINBLICK
• B2B Marketers on a Mission
• Connect on LinkedIn

Connect with The Content Callout

• https://www.contentcallout.com/

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Mark Evans is a Fractional CMO for B2B SaaS companies. He helps companies assess their business, identify opportunities and gaps, and create a solid B2B marketing foundation, so the business is marketing to the right people in the right channels at the right time. 

He starts by determining where your company fits in the competitive landscape. Then he helps you decide where to position yourself to share what you do, who you serve, why it matters, and how you’re unique in the marketplace. He’ll help you decide where to tell your story, how to tell it, and how to build content so you can tell your story where it matters. 

In this episode of The Content Callout, Mark explains how he helps B2B brands build a solid marketing foundation as a Fractional CMO. Don’t miss it! 

Outline of This Episode

• [1:25] What is a fractional CMO?
• [3:23] Marks 3 rapid-fire marketing tips
• [4:53] Talk to your customers regularly
• [9:48] Why you should only use a few marketing channels
• [13:57] How to choose the right marketing channels 
• [17:17] Mark’s 4 C’s of LinkedIn
• [19:29] A conversation about the LinkedIn algorithm
• [22:28] Mark’s preferred content creation strategy
• [26:36] Bonus tip: You need to start a podcast
• [28:13] How companies can leverage content-driven marketing
• [31:35] Where you should start building your marketing foundation 
• [34:28] The #1 thing marketers are doing that’s preventing success
• [35:47] How to connect with Mark Evans

Resources & People Mentioned

• Ross Simmonds

Connect with Mark Evans

• The Marketing Spark Podcast
• Connect on LinkedIn
• Follow on Twitter
• Read on Medium

Connect with The Content Callout

• https://www.contentcallout.com/

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In his first internship as a content writer for a VC-based SaaS company, Jack Vawdrey fell in love with the craft. Jack now works as the Director of Content Marketing at Vista Point Advisors and as an independent consultant for private equity investors. He helps his clients use content to differentiate their firms. But how should content be different in the private equity firms and venture capitalist space? Jack shares some solid tips in this episode of The Content Callout. 

Outline of This Episode

• [1:06] Jack’s three rapid-fire actionable tips
• [2:18] Automate to remove excess tasks from your plate
• [3:43] How is content marketing for private equity firms different?
• [5:43] Balancing promotion versus production
• [8:42] Jack’s favorite promotion tactics 
• [12:50] Using content throughout the customer journey
• [17:01] How to connect with Jack Vawdrey

Resources & People Mentioned

• Zapier
• Andy Crestodina

Connect with Jack Vawdrey

• Jack’s website
• Connect on LinkedIn

Connect with The Content Callout

• https://www.contentcallout.com/

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