We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
Product data can fuel the next era of content for your brand.
Creators sit on top a treasure trove of data that can help tell a unique story, inspire, and educate our future customers. Data helps differentiate your brand from being just another hot take factory to being something that breaks through.
Brands like Gong and Ahrefs use data to create content with intention. They lean on their own data to stand out and shine a light on their product in an era where the power is in the consumer’s hands.
Most of us work at companies with products.
Our products have infinite data sources and insights.
Why don’t we all use our data to tell stories through content marketing?
…because it’s not easy and requires internal silos to be shattered.
Cross-functional collaboration is the hallmark for great content backed by product data.
It’s not just a content thing.
It needs to be an organization thing.
We’re exploring how we can step into the new era with our content.
An era where platform data from customer insights power the next article, podcast episode, or video. We decided to record an episode about it and dropped it earlier this week.
You know another episode couldn’t be dropped without talking about content distribution right?
Since 2017, John Bonini has been the Director of Marketing at Databox, a dashboard performance tool. He’s also the creator of Some Good Content, offering content marketing consulting, updating a content job board, and fostering a community of content professionals. Today, John differentiates between “link distribution” and “content distribution.” Rather than tirelessly running on the content hamster wheel and publishing as many new pieces as possible, he encourages marketers to distribute quality content in a more intentional, educational, multi-purpose way
In this episode we cover:
- Content Distribution: Why we should be thinking about distribution beyond link dumping
- Managing up: How to get buy in to run the content playbook that resonates
- Creating structure: Identifying how distribution can be embedded in your content process
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