The Content Experience Show

Ron Tite joins Content Pros to share the sage wisdom he's gleaned from "worrying about tomorrow" as CEO of the Tite Group, including necessary mental shifts in content marketing, simplicity, authenticity, and just making things better one day at a time.

 

Special thanks to our sponsors:

In This Episode:

  • How to use "OTT" or "over-the-top content"
  • How the content spectrum has changed and why that's important
  • How the decrease in editorial integrity affects you and your content
  • "Why it's better to own than to rent" applied to content marketing
  • How to deal with the hecklers
  • Why most people don't know their clients' true competitors
  • What you can learn from Donald Trump

Resources:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.


Mathew Sweezey, Principal of Marketing Insights at Salesforce, joins Content Pros to discuss predictive marketing insights: how to lead consumers down your funnel and adjust best practices while staying current in the changing landscape of marketing technology.

Special thanks to our sponsors:

In This Episode:

  • Forecasting the marketing trends of 2016
  • How to adjust best practices to keep up with evolution of marketing automation
  • The importance of moving your content creation from waterfall planning and execution to agile
  • How to keep 70% of your content from going unused
  • The future of distributing content responsibility across departments, influencing every stage of the buying cycle
  • Why IT is crucially important to your marketing department

Resources:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

 

Direct download: How_to_Use_Marketing_Forecasts_to_Improve_Your_Strategy.mp3
Category:content marketing -- posted at: 6:00am EST

Joe Chernov, VP of Marketing at InsightSquared, joins the podcast to discuss horizontal content integration, measuring the value of enablement content, and helping companies find their balance between pure inbound marketing and ABM.

 

Special thanks to our sponsors:

 

In This Episode:

  • How to flip content marketing from vertical function to horizontal function
  • How to provide quality content for all stages of the funnel and convince your superiors to support it
  • Working with sales reps for better use of enablement content
  • Finding balance between pure ABM and pure inbound marketing for mid-sized companies
  • Finding balance between quantity and quality in content marketing
  • Redefining content success with the rise of the ABM model

 

Resources:

 

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

 

Direct download: How_to_Diversify_Your_Content_Strategy_for_Maximum_Success.mp3
Category:content marketing -- posted at: 6:00am EST

​Pat Spenner, Strategic Initiatives Leader at CEB, a best-practice insight and technology company, joins the podcast with some hard-hitting research that challenges conventional sales wisdom by rejecting personalization and focusing on one persona: the mobilizer.

Special thanks to our sponsors:

In This Episode:

  • Five sales rep profiles and the highest performing approach for sales reps
  • The most important numbers to crack the code of sales
  • The seven profiles of stakeholders
  • The problem with personalization
  • Creating the most valuable content
  • How to sell to stakeholders successfully
  • The profound importance of mobilizers and how to market to them

Resources

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Direct download: How_to_Take_the_Challenger_Approach_to_Content_Marketing.mp3
Category:content marketing -- posted at: 6:00am EST

Tommy Walker, Editor-in-Chief of the Shopify Plus blog, joins Content Pros to discuss his secrets to marketing to different audiences, how he helped triple Shopify Plus’s traffic, and what his all-important publishing code has to do with it.

 

Special Thanks to Our Sponsors:

 

In This Episode:

  • The differences between marketing to small businesses and large enterprise companies
  • The purpose of the all-important publishing code
  • The importance of creating organic feedback loops
  • How a publishing code can ease onboarding processes
  • What we can all learn from Buzzfeed

 

Resources:

 

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Direct download: The20Blog20Code_20Finding20the20Soul20of20Your20Content.mp3
Category:content marketing -- posted at: 6:00am EST

Matt Stephenson, Community Manager for Global Symantec, shares nuggets of wisdom about finding your way into a new client base by being an authentic version of yourself, learning the language, and establishing trust. 

Special thanks to our sponsors:

In This Episode:

  • Establishing credibility in a community
  • Assimilating into a new community culture
  • Appeasing higher-ups while speaking to your audience
  • Taking risks to build community
  • Trusting a focused viewpoint

Resources:

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Direct download: Learning_to_Speak_Your_Communitys_Language.mp3
Category:content marketing -- posted at: 6:00am EST

Erik Deckers, owner of Pro Blog Service, joins Content Pros this week to discuss the importance of investing in creativity, how to produce better content by improving writing skills, and how your mom can boost your marketing success.

Special thanks to our sponsors:

In This Episode:

  • The difference between a good writer and creative artist
  • Tips on becoming a better writer
  • The importance of being relatable
  • The mom exercise for writers
  • Where to find great content ideas
  • Becoming an authority by asking questions

Resources:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Why_Investing_in_Creativity_Drives_Marketing_Success.mp3
Category:content marketing -- posted at: 6:00am EST

Scott Monty, internationally recognized marketing consultant, joins the Content Pros Podcast this week. Scott's accolades include turning a little known company like Ford around using social media and consulting for some of the best and brightest brands around. 

Special thanks to our sponsors:

 

In This Episode:

  • How to curate the best content
  • Achieving success on a smaller budget
  • Crafting a content strategy
  • Creating your own path amongst so many platforms
  • The importance of zeitgeist to a marketer

 

Resources:

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Direct download: Choosing_Your_Own_Adventure_With_Content_Marketing.mp3
Category:content marketing -- posted at: 6:00am EST

Andy Crestodina, Chief Marketing Officer of Orbit Media, a web design company in Chicago, talks everything from the do's and don'ts of web design to tips for quality content creation to the value of that "missing stat."

Special Thanks to Our Sponsors:

In This Episode:

  • Why you should do your own research
  • How to keep visitors on your site
  • The flow of a well-designed site
  • Why conferences are so important
  • Building the 'Wikipedia of your industry'
  • The value of the missing stat

Resources:

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Direct download: Why20Great20Content20Design20Drives20More20Traffic.mp3
Category:content marketing -- posted at: 6:00am EST

The marketing whiz kids from Spiceworks, Jen Slaski and Todd Darroca, join us at Spiceworld, the IT network's huge user conference in Austin, TX to talk about the benefits of building a genuine community that delivers content right to your doorstep.

Special thanks to our sponsors:

In This Episode

  • The different between an event and an experience
  • How to give your audience exactly what they want
  • Getting back to the important basics
  • Using data to draw out the best content from sponsors
  • The power of a tight-knit community
  • What to do with all of your content once it's all over

Resources

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Direct download: The_Best_Way_to_Build_Community_and_Content.mp3
Category:content marketing -- posted at: 6:00am EST

Jeff Slutz, Senior Content Writer at Emma Inc, joins Randy Frisch from Content Pros to discuss the ins and outs of email marketing content, including how to engage the whole company in content creation, maintaining a healthy perspective on that hard data, and the important ingredients necessary for killer email marketing.

Special thanks to our sponsors:

In This Episode

  • How to ensure you never run out of content ideas
  • How to engage the best (and most accessible) brand advocates
  • What makes a great webinar
  • The most important aspects of email marketing
  • How to build good karma with your clients

Resources

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Merrie Beth Salazar, Director of Marketing Communication at Cox Media, joins the Content Pros Podcast this week to discuss how to direct efforts internally by enabling and communicating with salespeople to improve the impact of your content marketing.

Special thanks to our sponsors:

In this episode

  • How to use editorial calendars to your advantage
  • How content supports the sales process
  • The demand generation waterfall
  • WIIFM? What's In It For Me?
  • The importance of visual content: G-Books (comic books of the marketing world)
  • How to get content and lead generation departments to work together

Resources

 

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: How_to_Enable_Salespeople_With_Content_Marketing.mp3
Category:content marketing -- posted at: 6:00am EST

Kyle Lacy, Head of Marketing Strategy at OpenView Partners, joins the Content Pros Podcast this week to discuss how venture capitalists learn content marketing processes and pick up on unique trends through working with so many different companies.

Special thanks to our sponsors:

In This Episode

  • What kind of content venture capitalists are writing
  • How important content marketing is to the success of the businesses VCs invest in
  • The goals and model of the OpenView Lab content platform
  • Top trends in content marketing today
  • The importance of buyer personas and actually using them to target content
  • Keys to becoming a thought leader outside the blog (speaking and presenting)

Resources


Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: The_Venture_Capitalists_Guide_to_Content_Marketing_Strategy.mp3
Category:content marketing -- posted at: 6:00am EST

Ritika Puri, CEO & Co-Founder of Storyhackers, joins the Content Pros Podcast this week to discuss how the Lean Startup methodology applies to content marketing.

 

Special thanks to our sponsors:

 

In This Episode

 

  • How to measure content success at all levels of the funnel
  • Why Storyhackers has adopted content marketing throughout the organization
  • The value of structured, specific feedback in the content creation process
  • How to distribute content on macro and micro-levels
  • Why each touch point of a new piece of content needs to add value to the process
  • How to apply the Lean Startup methodology to content marketing 

Resources

 


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Hadassa Haack, Owner of HadassaHack.com, joins the Content Pros Podcast this week to discuss the importance of building video into your content marketing strategy and creating compelling stories around your brand.

Special thanks to our sponsors:

 

In This Episode

 

  • The differences between amazing and mediocre videos
  • Why building video content into your content strategy is essential
  • How to utilize short videos and visuals on social media platforms
  • A comparison of Vimeo and YouTube
  • Video content ROI that isn't tied directly to products

Resources

 


Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: How_to_Use_Video_to_Tell_the_Best_Stories.mp3
Category:content marketing -- posted at: 6:00am EST

Nick Cicero, CEO & Founder of Delmondo, joins the Content Pros Podcast this week to discuss the impact of co-creation between brands and influencers, specifically on Snapchat.

Special thanks to our sponsors:

 

In This Episode

 

  • How to find the right influencers for your brand
  • Why engaging an influencer genuinely will go further than spoon-feeding them content
  • Why Snapchat is such a valuable platform for individuals and businesses
  • How to reach massive audiences via Snapchat
  • The evolution of TV

 

Resources

 


Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Content_Pros_Episode_21.mp3
Category:content marketing -- posted at: 6:00am EST

Jon Miller, CEO & Co-Founder of Engagio, joins the Content Pros Podcast this week to discuss the necessity of personalization in content marketing as the bar is raised in the field by an influx of content marketers across industries.

Special thanks to our sponsors:

 

In This Episode

 

  • Building a new brand by starting with content
  • Why big rock content is more valuable than many smaller pieces of content
  • Why personalized content is the key to raising the bar in content marketing
  • How to successfully personalize the distribution of content
  • How to work with your sales team on account-based marketing

Resources

 

Direct download: Why_Personalization_Is_the_Next_Wave_of_Content_Marketing.mp3
Category:content marketing -- posted at: 6:00am EST

Todd Wheatland, Global Head of Strategy at King Content, joins the Content Pros Podcast this week to discuss the opportunities and pitfalls of creating content on a global scale.

Special thanks to our sponsors:

In This Episode

  • The challenges (and opportunities) of creating content on a global scale
  • Distributing resources abroad to find the same kind of success as in the U.S.
  • Localizing content for local audiences around the world
  • Building a truly helpful and insightful set of personas
  • LinkedIn's value as a social media platform
  • Micro-targeting as the norm

Resources

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Content_Pros_Episode_19.mp3
Category:content marketing -- posted at: 6:00am EST

Arnie Kuenn, CEO of Vertical Measures, joins the Content Pros Podcast this week to discuss the big meaty pieces of hub content that are central to a successful content marketing strategy, as well as the social media spokes that send your hub content out to your audience.

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Direct download: Why_Content_Marketing_Hubs_Need_Social_Media_Spokes.mp3
Category:content marketing -- posted at: 6:00am EST

Joe Pulizzi, Founder of Content Marketing Institute, joins the Content Pros Podcast this week to discuss his top six strategies to revitalize your company's marketing strategy.

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Direct download: 6_Steps_to_Monetize_Your_Content_Marketing.mp3
Category:content marketing -- posted at: 6:00am EST

Randy Frisch, COO of Uberflip, joins the Content Pros Podcast as the new co-host! This week, he teams up with Chris to discuss customer advocacy, best content marketing practices, and the importance of relevance above quantity and even quality.

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Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Content_Pros_-_Randy_Frisch.mp3
Category:content marketing -- posted at: 8:00am EST

Shannon Paul, VP of Social Media at Fifth Third Bank, stops by the Content Pros Podcast today to discuss the challenges of digital marketing in a regulated environment and the best ways to collaborate with legal and compliance staff to create great content.

Special thanks to our sponsors:

·       ProofHQ

·       InboundWriter

·       Oracle Marketing Cloud

·       Sysomos

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Content_Pros_Shannon_Paul.mp3
Category:content marketing -- posted at: 9:00am EST

Daniel J. Lewis, Host of The Audicity to Podcast, drops by the Content Pros Podcast today to discuss key steps to starting a podcast, the relevancy of podcasts in today's content sphere, and the way actionable plans help you reach your goals.

Special thanks to our sponsors:

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Direct download: Content_Pros_-_Daniel_J._Lewis.mp3
Category:content marketing -- posted at: 8:00am EST

Todd Darroca, Marketing Communications Specialist at Spiceworks, drops by the Content Pros Podcast today to discuss how to stay on the cutting edge of content creation and why it's important to get your whole team excited about creating content and adding value for your audience. 

 

Special thanks to our sponsors:

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Direct download: Content_Pros_Todd_Darroca.mp3
Category:content marketing -- posted at: 8:00am EST

This BONUS episode of the Content Pros Podcast is brought to you by the Convince & Convert Podcast. Enjoy!

Can you create a content marketing super brand that is trusted enough to get people to share your content automatically? Jay Baer says yes, if you apply your it factor appropriately. Read the full post: http://www.convinceandconvert.com/content-marketing/can-you-build-a-content-marketing-super-brand/

Subscribe to the Convince & Convert Podcast on iTunes, Stitcher, or Soundcloud!

Direct download: BONUS_Convince__Convert_Episode_For_Content_Pros.mp3
Category:content marketing -- posted at: 12:00pm EST

 

Nick Westergaard, Chief Brand Strategist of Brand Driven Digital, drops by the Content Pros Podcast today to discuss the importance of building your brand from the bottom up and how it will help improve your content.

 

Special thanks to our sponsors:

Visit ContentProsPodcast.com for more insights from your favorite content marketers

Direct download: Content_Pros_-_Nick_Westergaard.mp3
Category:content marketing -- posted at: 9:00am EST

Jason Keath, Founder & CEO of Social Fresh, drops by the Content Pros Podcast today to discuss content via conference presentations and the advantages of keeping things simple.

Special thanks to our sponsors:

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Direct download: Content_Pros_-_Jason_Keath.mp3
Category:content marketing -- posted at: 9:00am EST

Mark Schaefer, Executive Director and Founder of Schaefer Marketing Solutions, stops by the Content Pros Podcast today to discuss the rise of the lazy marketer and the education and qualifications needed to avoid being one in today's information-dense digital marketing environment.

Special thanks to our sponsors:

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Direct download: The20Rise2028and20Fall2920of20the20Lazy20Marketer.mp3
Category:content marketing -- posted at: 8:00am EST

Scott Stratten, President of UnMarketing, stops by the Content Pros Podcast to discuss the advantages of sarcasm, the value of quality over quantity, and the dangers of shiny-object syndrome.

Special thanks to our sponsors:

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Direct download: Scott_Stratten_-_Content_Pros_Podcast.m4a
Category:content marketing -- posted at: 8:00am EST

Rachel Truair, Chief of Staff at PetRelocation.com, stops by the Content Pros Podcast today with PetRelocation's Content Marketing Specialist, Caitlin Moore, to discuss the vital role of marketing automation in a small content marketing team, the power of user-generated content to connect emotionally with potential customers, and the ability to leverage your sales and customer care teams' pool of knowledge.

Special thanks to our sponsors:

 

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Direct download: Pet20Relocation20-20Content20Pros.mp3
Category:content marketing -- posted at: 8:00am EST

Erik Qualman, founder of Equalman Studios, stops by the Content Pros Podcast to discuss the huge increase in video content consumption, the importance of utilizing customer and employee content, and the how to be flawesome.

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Direct download: Erik_Qualman_-_Content_Pros.mp3
Category:content marketing -- posted at: 8:00am EST

Tom Webster, Vice President of Strategy and Marketing at Edison Research, stops by the Content Pros Podcast today to discuss strengthening content with trusted research as well as remembering to be curious, and create content you are proud of to resonate with your audience.

Direct download: Tom_Webster_-_Content_Pros.m4a
Category:general -- posted at: 8:00am EST

Carlos Abler was given the opportunity to jump in as the "content czar" at 3M after he had been working for the company as a contractor in 2010. From a cross-vertical customer-focused perspective, the opportunity to work in that capacity for a multibillion-dollar company with tens of thousands of products in every vertical there is was hugely attractive.

He has been working hard to evolve the culture of content marketing ever since.

One of his major initiatives includes a program called Content to Customer, a toolkit that helps various areas within 3M achieve content excellence while focusing on technology, process, and strategy. And for the past few years, Carlos has been taking this content acceleration framework and applying it across all levels of the organization. Through workshops, visual storytelling, and information design, he helps everyone from marketing to sales to customer care anchor themselves around strategically managing the customer experience.

"Content is an interface at all those touch-points and across all those things."

It isn't always easy to introduce content marketing to those who haven't bought into it yet. As with anything new, there is an adoption curve.

Carlos recognizes that being up front about the challenges that transitioning into content marketing presents goes a long way. Once it's out in the open that not everyone will "get it" right away (which is okay), it's much easier to create a positive atmosphere. And, as will happen with early-adopters in any realm, it's important to reward those who are ready to pilot content marketing programs and bring others along for the ride.

Another key to adopting content marketing lies in the hands of the top-level management at the organization. The organization needs to manage expectations, and say, "As leadership in a company who's expecting our culture to adapt to these new imperatives in marketing and customer relations, we also understand that we have a responsibility, as organizational leaders, to give people some time to get it right."

The organization must invest in training, resources, and outside assistance to support those who are left to implement the new initiative. Introducing something new and then leaving employees to fight their way through it without the proper resources is a recipe for disaster.

What did you want to be when you grew up?

Carlos wanted to be a lot of things, but one of the big ones was an Egyptologist or an archeologist, "discovering buried miracles of past civilizations and that type of thing." Perhaps he was influenced by the Indiana Jones "sexy guy with a bullwhip" version of an archeologist, but there you have it.

Carlos has two different backgrounds that have culminated to where he is today. The first was his studies in human experience and behavior – how humans works, and how they make sense of the world. The second was in creating artistic and narrative experiences for people through theatre, animation, and multimedia installations. In the late 90s, he was heading on the path to produce large-scale multimedia theater spectacles and feature-length films. He started picking up digital skills to be able to create movie trailers on his own and get by that way, but discovered that he loved working in the digital sphere. The rest is history.


Jason Miller is the Senior Content Marketing Manager at LinkedIn, where he leads the global content marketing and social efforts for LinkedIn Marketing Solutions. He is also the author of the Amazon #1 Best Selling Book, Welcome to the Funnel.

In Welcome to the Funnel, and in life, Jason advocates for content marketing teams to be put together like rock bands, specifically KISS...

1. Paul Stanley (guitar) = Social Media. Entertaining, out there in front.

2. Gene Simmons (bass) = Content. Writing the bulk of the songs/content.

3. Peter Criss (drums) = SEO. Laying the beat/foundation for everything. He's a part of the band, as an SEO person should be part of the marketing team, not off in a corner somewhere.

4. Ace Frehley (guitar) = Demand Gen. Pulling it all together.

5. Doc McGhee (band manager) = PR. PR and marketing need to work together to make sure they're not mixing messages.

6. KISS Army (fans) = The community. Like Seth Godin says, if you don't have somebody to consume your content, you don't have anything.

Each person in the team has an individual role that comes together to create a beautiful final product. For KISS, it's a record. For marketers, it's "Big Rock" content, content that has high value and can be repurposed and "sliced and diced" over and over again.

Direct download: Jason20Miller20-20Content20Pros.m4a
Category:content marketing -- posted at: 12:00pm EST

Ann Handley is the Chief Content Officer for MarketingProfs, a company that offers real-world education for modern marketers through training, best practices, research, and other content. She also literally wrote the book on how to create great marketing content with her bestseller, Everybody Writes.

In this episode of Content Pros, Ann reiterates that writing isn’t reserved for a chosen few: “Our words are our ambassadors. They’re carrying messages for us. So when I hear from marketers sometimes, ‘I’m not a writer’ or ‘I don’t write,’ I call BS on that, because I think we are all writers. We are all communicators and we’re all communicating.” The first step is getting over the initial fear of the blank page and just get it out, whether through dictation or on the page. Then, on the rewrite, you can ask questions with the reader in mind: “Am I saying this as clearly as I could? Could I say this more briefly?”

On an organizational level, Ann talks about the six essential roles needed for a successful content marketing team, and the importance of setting goals and measuring success. Everything should connect back to an overall business strategy, but at the same time, that business strategy must be customer-centric. Talking about ourselves rather than how to help ease the customers’ pain points won’t do the job. Obviously the harder goals of leads and sales should be measures, but Ann also measures softer goals: awareness and shares. As someone who must be tuned into what resonates with her audience, she is not one to discount the validity of shares.

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

 

Direct download: Ann20Handley20-20Content20Pros.m4a
Category:content marketing -- posted at: 12:00pm EST

Jason Falls is the Senior Vice President of Digital Strategy (& Director of Bourbon Integration) at Elasticity, a digital marketing and public relations firm. Think digital-era Don Draper (especially with the bourbon). Jason produces a ton of content, not only for clients, but he has two books of his own.

On this episode of Content Pros, Jason shares that whatever the content, long-form or short, there are two things to remember:

  1. Keep sight of the overall strategy.Don’t get so enamored with tactical executions and ideas that you forget what the overall strategy is. Get everyone on board, top to bottom. “There should be triggers in place to make sure that everyones is pointed in the same direction.”
  1. Plan to measure.From the start, build the expectations of the metrics that you’re going to generate before you talk tactics. “It’s identifying the audience that is ultimately going to purchase your product and making the path to conversion as smooth as possible for them.” You can’t do that if you haven’t started measuring what works and what doesn’t.

Check out ContentProsPodcast.com for further insights from Jason and other Content Pros Podcast guests!

Direct download: Jason20Falls20-20Content20Pros.m4a
Category:content marketing -- posted at: 12:00pm EST

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