Susan Hartman, Partner at Susan Hartman Consulting, joins the Content Pros Podcast to discuss team coordination and how giving away knowledge can lead to tremendous growth.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why team cooperation is one of the most critical aspects, and often most significant problems, of marketing for many companies
• How to coordinate teams to put out exceptional content in effective ways
• How giving away knowledge can lead to tremendous growth in brand awareness and sales

Resources

• Susan on Twitter
• Susan Hartman Consulting
• Energy University

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

Cara McCarron, President of The Content Company, joins the Content Pros Podcast to discuss why quality is king when it comes to content creation.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• What it means to have quality content
• How to balance authenticity with polish
• How to find the right writer
• Why clear communication is so crucial to hitting the mark with content
• Why more than just the writing contributes to the overall experience

Resources

• The Content Company
• Cara on Twitter

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

Stephanie Totty, Director of Marketing at Examsoft, joins the Content Pros Podcast to discuss how ExamSoft works with customers to create content through its ambassador program.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How to create content to engage with multiple audiences with different personas
• How to work with brand ambassadors to generate content
• Why webinars are great pieces of content and how to style them for your audience
• How to repurpose and find multiple uses for your content
• Why compensating your brand ambassadors can strengthen your community

Resources

• Stephanie on Twitter.
• ExamSoft
• VidYard

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

Jason Schemmel, Social Media Manager at HarperCollins Christian Publishing, joins the Content Pros Podcast to talk about building and engaging with a healthy, active community.

In This Episode

• How identifying your target audience can guide which social media your business should focus on
• Why you should use social media as a funnel to catch a wider audience that leads back to your product
• How repeatable campaigns can help your brand stand out and keep your audience engaged
• The importance of empathizing with your audience when creating targeted ads

Resources

• Jason Schemmel on Twitter
• HarperCollins Christian Publishing on Facebook, Twitter.
• GSD Chat

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

Ilana Rabinowitz, Vice President of Marketing and Product Development at Lion Brand Yarn Company, joins the Content Pros Podcast to discuss how Lion Brand works with influencers to create and promote new products and engage with customers.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How to create opportunities for your customers to engage and advocate for your company
• How direct communication with your customers can help grow your business
• Why free content can be incredibly valuable
• How to reach out to influencers and even allow them to influence your business
• How to build and manage an effective influencer program

Resources

• Ilana Rabinowitz on Twitter - @Ilana221
• The Four Ways to Fix Your Broken Content Marketing - bit.ly/brokencontent

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

Salma Jafri, Video Content Strategist and Owner of Salma Jafri Media, joins the Content Pros Podcast to discuss why and how she starts her entire content strategy with video first.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why a video first content strategy means building your entire content strategy out from and around video
• How focusing on help, hero, and hub content leads to a stellar content strategy model
• Why upcycling content means starting with the richest format and letting content spin-off from there
• The false content myth of "One Video to Rule Them All"

Resources

• Salma Jafri on Twitter: @salmajafri
• Salma Jafri Media on Facebook, YouTube, Instagram, Pinterest, and LinkedIn
• Be The Media

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Andrea Fryrear, President and Lead Trainer at AgileSherpas, joins the Content Pros Podcast to discuss the three rules of agile marketing and steps to take to become more flexible and responsive to your customers.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why a faster, more responsive, and successful campaign means putting it out there before you think it's ready
• How limiting your work leads to greater progress and success in the long run
• Why a well-made content strategy calendar means looking ahead while also looking back
• How internal silos lead to trouble in sales funnel handoffs

Resources

• Andrea Fryrear on Twitter: @AndreaFryrear
• AgileSherpas on Twitter, Facebook, Instagram, YouTube, and LinkedIn
• Agile Manifesto
• The Lean Startup
• Why Robert Rose Wants to Kill Marketing

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Andy Crestodina, Co-Founder and Chief Marketing Officer of Orbit Media, joins the Content Pros Podcast to share a first-look at the insights gleaned from his annual survey of 1,000+ bloggers and how you can build your lifetime body of work. 

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why embracing fun, free content promotion means getting involved in influencer outreach
• How updating old stuff leads to conversions and even a possible book deal down the road
• Why creating evergreen blog content means leaving off the posting date
• How planning your lifetime body of work leads to content that stands the tests of time

Resources

• Andy Crestodina on Twitter: @crestodina
• Orbit Media Studios
• They’re Geeky and They’re Kooky: The Vidyard Family

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Robert Rose, Chief Strategy Officer for the Content Marketing Institute, joins the Content Pros Podcast to discuss why he thinks it's time to kill marketing and start fresh with content that stands apart from sales.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why being a leader in your field means creating content that stands apart from sales as its own business asset
• How the campaign approach to content leads to diluted and unoriginal material
• Why content marketing doesn't mean the same thing as advertising
• How a well-thought out strategic plan for content marketing leads to the content team being pro-active partners instead of reactive machines

Resources

• Robert Rose on Twitter: @Robert_Rose
• Content Marketing Institute
• Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit
• BabyCenter
• Everybody Writes
• Content Inc.
• Growth Hacker Marketing

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Melanie Deziel, Branded Content Consultant and Speaker for Mdeziel Media, joins the Content Pros Podcast to share how native advertising is the most underrated form of content marketing. 

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How outbound content leads to new customers in unlikely places
• Why becoming a customer's natural choice means answering questions about your role and the emotions associated with it
• How approaching placement without a story pre-written leads to better, more engaging content
• Why finding the best placement means looking at your alignment, sources, and format

Resources

• Melanie Deziel on Twitter: @mdeziel
• The Overlap League
• Women Inmates: Why the Male Model Doesn't Work
• The Rise of Native Ads in Digital News Publications

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

Michele Linn, VP of Content for the Content Marketing Institute, joins the Content Pros Podcast to share her three pillars to a successful content strategy. 

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why having a content marketing strategy means having more than just content
• How a lot of noise in the content marketplace leads to the perfect opportunity for a talented marketer
• Why creating better content means doing less of it
• How stepping back leads to stepping forward in content strat

Resources

• Michele Linn on Twitter: @michelelinn
• Content Marketing Institute
• Content Marketing World
• Content Marketing Master Class
• New Research Reveals Habits of Top Content Marketers
• Your Editorial Calendar is Not Your Content Marketing Strategy

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

Delaney Turner, Director of Content Strategy for Demand Spring, joins the Content Pros Podcast to discuss why long-form documentary videos are the type of content that keeps on giving when it comes to qualified leads and long-range content planning.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How short-form documentary-style video content leads to new revelations about your customers
• Why top-of-funnel content doesn’t mean sticking to only short clips or still images
• How humanizing your brand through long-form videos leads to highly qualified leads and a positive reframing of your brand in the eyes of potential customers
• Why planning a year’s worth of content means shooting one documentary

Resources

• Delaney Turner on Twitter: @DTurnerBlogs
• Demand Spring
• The Most Awesome Game
• Revolutionaries: Voices from the OTT Frontine

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Nate Skinner, VP of Product Marketing for Salesforce Pardot, joins the Content Pros Podcast to discuss the power of AI's place in all of the marketing puzzle, from the administrative operations to sales.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How using AI in your marketing strategy leads to streamlined business operations and effective sales teams
• Why successfully incorporating AI means keeping some of your old tools to complement the new ones
• How mining for prospects with the help of AI leads to customers you didn’t even know existed
• Why AI integration means alignment between sales and marketing

Resources

• Nate Skinner on Twitter: @renniksn
• Salesforce Pardot
• Salesforce Einstein
• How Lenovo Delivers Intentional Content Through Predictive Insights
• Marketing Technology Landscape Supergraphic (2017): Martech 5000
• Bombora
• Why B2B Sales Success Requires a Holistic Account-Based Strategy

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Melissa Hodai, Digital Content Team Manager for Allstate, joins the Content Pros Podcast to discuss how a content strategy that focuses on long-term cultivation instead of immediate viral success has lead to conversions and industry awards.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why cultivating a good content strategy means looking to Google and data first
• How chasing unicorn viral content leads to uninspiring and failing content over the long term
• Why reviewing metrics successfully means understanding that not all metrics are equally important
• How understanding and embracing your workhorse content leads to a focused strategy with strong conversion points

Resources

• Melissa Hodai on Twitter: @melissahodai
• Allstate on Twitter, Facebook, LinkedIn, YouTube, Instagram, Pinterest, and Google+
• The Allstate Blog
• Allstate Tools & Resources
• Will A Backyard Chicken Or Goat Affect My Home Insurance?
• What Is 'Full Coverage'?

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Nathan Ellering, Head of Marketing Demand Generation at CoSchedule, joins the Content Pros Podcast to share how they maintain organic reach by actually having the best content on the internet.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why cultivating organic reach means being committed to being the best of the best on the internet
• How researching your own content leads to an increase of quality and leads over time
• Why a winning content strategy means a thorough writing plan that schedules months into the future
• How a workflow that includes a workback leads to better execution and less stress

Resources

• Nathan Ellering on Twitter: @njellering
• CoSchedule on Facebook, Twitter, LinkedIn, Pinterest, and Google+
• CoSchedule Blog

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Brandon Redlinger, Director of Growth at Engagio, joins the Content Pros Podcast to share how they have found a winning strategy by embracing the classic content vehicle of email.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• Why a successful email campaign means keeping sales and marketing on the same page
• How over-automation leads to a disconnect between brands and their customers
• Why respecting tiered personas means cutting out the HTML messages beyond a certain level
• How fewer links to content in emails leads to more engagement

Resources

• Brandon Redlinger on Twitter: @brandon_lee_09
• Engagio: Facebook, Twitter, LinkedIn, Blog
• John Miller on Twitter and Scribewise
• Hacking Growth

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

Jess Ostroff, Managing Editor at Convince & Convert, takes listeners on the road to überflip's Content Experience to hear from content pros such as Ann Handley, Andy Crestodina, and Jay Baer on what's broken with content marketing today and how to fix it.

Special thanks to our sponsors:

• Vidyard
• Uberflip
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

In This Episode

• How collaborating and networking leads to more successful content and a flourishing career
• Why getting your audience to read your content means speaking to them as a peer instead of a brand
• How relevant content leads to a busy audience finding the time to listen and read it
• Why execution of good ideas is more important than generation of great ideas

Resources

• Lee Odden on Twitter: @leeodden
• Ann Handley on Twitter: @annhandley
• DJ Waldow on Twitter: @djwaldow
• Andy Crestodina on Twitter: @crestodina
• Matt Heinz on Twitter: @HeinzMarketing
• Jay Baer on Twitter: @jaybaer
• Uberflip
• The Content Experience: 2018 Registration (Super Early Bird)
• Convince & Convert: Four Ways to Fix Your Broken Content Marketing

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

Sangram Vajre, Co-Founder and CMO of Terminus, joins the Content Pros Podcast to discuss how a focus on engagement paired with collaboration between sales and marketing can drive business forward.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why successful content marketing means more than lead generation
• How accurately measuring engagement leads to more efficient sales team
• How a close and cooperative relationship between sales and marketing leads to better results for both teams
• Why a lack of synchronization means an opportunity to become a leader from within

Resources

• Sangram Vajre on Twitter: @sangramvajre
• Terminus on Facebook, Twitter, and LinkedIn
• #FlipMyFunnel
• EverString
• Bombora
• Pardot

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Mike Ballard, Senior Manager of Digital Marketing at Lenovo, joins the Content Pros Podcast to share how he is using predictive insights to create content with intent that engages, motivates, and closes sales.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why understanding your prospects means going beyond your own digital properties
• How reinforcement of your core messaging can lead to prospective buyer tune-out
• Why getting the most out of your data means using it to trigger campaigns and craft your message
• How being helpful instead of pitchy leads to successfully capturing leads and moving them through the funnel

Resources

• Mike Ballard on Twitter: @mballard5574
• Lenovo on Facebook, Twitter, YouTube, Google+, Pinterest, and flickr
• SiriusDecisions Demand Waterfall
• Scott Brinker's Marketing Technology Landscape Supergraphic (2017): Martech 5000
• MeritDirect
• Adobe Audience Manager
• Bambora

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

Travis Bickham, VP of Marketing at Concord, joins the Content Pros Podcast to discuss how a focus on quality and providing the Netflix experience is turning heads in a crowded marketplace.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why standing out in a crowded market means asking yourself two questions: how are you presenting yourself on your website and how you are presenting yourself through the content funnel
• How speaking to the silo leads to breaking down the wall for new customers
• Why successfully walking your customer through the content funnel means incorporating some Netflix ideas
• How actual customer testimonials lead to a better profile and better sales

Resources

• Travis Bickham on Twitter: @travisbickham
• Concord: Blog, Facebook, Twitter, LinkedIn

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

Anna Hrach, Content Strategist at Convince and Convert, joins the Content Pros Podcast to share her three tips for carving a place for yourself in the still-growing field of content marketing.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert

In This Episode

• How the evolution of content marketing leads to a focus of strategy above all else
• Why increasing appreciation for content marketing means changing leadership's perception of the work involved
• How strategizing, treating yo' self, and trying leads to a better career as a content marketer

Resources

• Anna Hrach on Twitter: @annabananahrach
• Convince and Convert
• Content Marketing Master Class
• The Lean Startup

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

Co-Founders of Abacus Agency Peter Reitano, CEO, and Jeff Goldenberg, CSO, join the Content Pros Podcast to share how they squeeze every dollar out of Facebook using dynamo content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why creating a successful Facebook advertising campaign means spending less money on boosting and more time on content
• How smart use of Facebook tools leads to conversion rates and data that can magnify the impact of your content marketing strategy
• Why being a successful content marketer today means marrying new data to new creativity
• How succeeding at one point of the Facebook Ads Triangle leads to amazing click-through rates

Resources

• Peter Reitano on Twitter: @digidharma
• Jeff Goldenberg on Twitter: @jeff_goldenberg
• Abacus Agency
• The Facebook Pixel
• Technopoly: The Surrender of Culture to Technology

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Kris Rudeegraap, CEO of Sendoso, joins the Content Pros Podcast to discuss how snail mail is making a roaring comeback as a vehicle for impactful content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why getting noticed today means embracing an old, previously ridiculed mode of communication
• How snail mail leads to perfectly timed and impactful customer engagement opportunities
• Why meaningful, personalized content means creating a physical presence from afar
• How timely mailers lead to content that stands apart from the rest

Resources

• Kris Rudeegraap on Twitter: @rudeegraap
• Sendoso

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Matt Wesson, Director of Content and Creative at SalesLoft, joins the Content Pros Podcast to discuss leveraging content throughout the buyer's journey to engage customers, convert leads, and grow to scale.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why great content means letting customers learn about your product without a salesperson involved
• How the evolution of content is leading to content that exists beyond the top of the funnel
• Why pooling together a diverse set of marketing ideas means breaking down internal silos
• How personalization and personas lead to customers that trust you and come back for more content

Resources

• Matt Wesson on Twitter: @mattbwesson
• SalesLoft
• Content Marketing 2.0
• Vidyard's Home for the Holidays

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

James Kotecki, Principal of The Kotecki Group, joins the Content Pros Podcast to share how case studies can energize your marketing with multiple pieces of impactful, motivating content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How one case study leads to a multitude of pieces of content
• Why cultivating content for case-studies doesn’t have to mean a huge financial investment or risk
• How fine tuning the art of interviewing leads to inspirational and motivational content
• Why a compelling interview means setting up a good tennis match

Resources

• James Kotecki on Twitter: @JamesKotecki
• The Kotecki Group
• James on Politico, Facebook, and Instagram

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

Sourabh Kothari, Director of Advocacy, Brand, and Content at Signifyd, joins the Content Pros Podcast to discuss the power of storytelling and why the most important story doesn't have your product in it.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How the ultimate end-user of a B2B purchase leads to a more emotional buying process than B2C
• Why successful marketing storytelling means a focus on characters instead of story
• How changes in audience expectations leads to dynamic and collaborative presentations
• Why winning content means first thinking of how your audience would succeed without your product

Resources

• Sourabh Kothari on Twitter: @sokothari
• Signifyd
• Content Marketing Class

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

Mathew Sweezey, Principal of Marketing Insights at Salesforce, joins the Content Pros Podcast to discuss the evolution of permission in content and how it is changing the very definition of marketing.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How one tiny change in media process can lead to a global and cultural paradigm shift
• Why more media means fewer autonomous decisions made by consumers
• How the increase in media creators has led to a fundamental change in the definition of marketing
• Why successful content engagement means your business giving a simple like or @ mention in the comments of user-generated content

Resources

• Mathew Sweezey on Twitter: @msweezey
• Salesforce
• Marketing Automation for Dummies
• Cluetrain Manifesto
• B2B Social Media Case Study: How I made $47 million from my B2B blog
• First Tweet

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Fatima Zaidi, VP of Business Development at Eighty-Eight Agency, joins the Content Pros Podcast to discuss how successful PR in the modern content marketing world keeps your content alive and pushes it viral.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why creating content is only a small part of content marketing
• How a focus on creating value with new concepts leads to online virality
• Why the right amount of content means calculating how much you can take and adding one
• How supplementing your existing workforce with an agency leads to new opportunities and resources

Resources

• Fatima Zaidi on Twitter: @zaidiafatima
• Eighty-Eight Agency on Instagram, Facebook, LinkedIn, Twitter, and the blog
• Foodora Campaign: One Wheel for a Better Planet
• What's Now, What's NEXT
• Foodora and Durex and Partnering Up This Valentine's Day
• Agency or Porn

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

Doug Landis, Growth Partner at Emergence Capital, joins the Content Pros Podcast to share his journey to becoming a bonafide storyteller and what that means for content marketing.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why a CEO's successful pitch doesn't mean a slam dunk for the sales team
• How a sales and storyteller hat across an organization leads to a fundamental shift in both external and internal communications
• Why talking about your company and the market to your customers means you're doing it wrong
• How bringing your weekend self to work leads to memorable presentations... in a good way

Resources

• Doug Landis on Twitter: @douglandis
• Emergence Capital
• The Greatest Sales Deck I've Ever Seen
• Emergence Playbook
• Thoughts

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Todd Berkowitz, Research Vice President at Gartner, joins the Content Pros Podcast to discuss using ABM and buyer-driven content to boost conversions, close deals, and make marketing shine.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why measuring success of ABM means revisiting your marketing metrics and your definition of success
• How understanding the buyer’s journey means understanding that you can’t dictate the process
• The customer doesn’t care about your sales funnel
• Why the effectiveness of marketing automation and ABM means a close look at the when/why/where of content personalization
• How the right ABM and content marketing leads to an empowered and enabled sales team

Resources

• Todd Berkowitz on Twitter: @toddberkowitz
• Gartner

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

Jay Acunzo, Keynote Speaker and Show Host of Unthinkable, joins the Content Pros Podcast to discuss the importance of finding and trusting your intuition when it comes to creating standout content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why reliably creating great content means realistically wielding intuition
• How stopping asking questions leads to finding the right answers for content
• Why getting the best advice means pushing back and asking questions of the experts
• How the Cinderella story arc sets up a successful podcast series

Resources

• Jay Acunzo on Twitter: @jayacunzo
• Sorry for Marketing
• Unthinkable
• Monumental Shift
• Science Vs
• The Science of Social Media

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

Oli Gardner, Co-Founder of Unbounce, joins the Content Pros Podcast to discuss how data, design, and content work together to convert leads and close deals.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How a lack of cohesion and data leads to tension on the marketing team
• Why a winning design means validating the data first
• How focusing on conversion rate optimization leads to irrelevant content and decreasing conversions
• Why motivating content means including your product, even if you don't want it to be too sales-y

Resources

• Oli Gardner on Twitter: @oligardner
• Unbounce
• Fuck Data
• The Landing Page Sessions with Oli Gardner

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Matt Heinz, President of Heinz Marketing, joins the Content Pros Podcast to discuss the increasingly intertwined relationship between marketing, content, and sales.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why the reality of marketing today means that even one-to-one conversations count as content
• How content marketing has become the new sales department
• Why cutting through the clutter means making your customer feel human again
• How not properly arming your sales team leads to an email bruise

Resources

• Matt Heinz on Twitter: @HeinzMarketing
• Heinz Marketing
• Viewedit

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Hana Abaza, Head of Marketing at Shopify Plus, joins the Content Pros Podcast to discuss how business success changes the approach to content marketing.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why better quality means less content
• How business growth leads directly to a complete revamp of your content
• Why well-organized content means making it easy to navigate for external and internal audiences
• How a successful content marketing plan leads to spending more time with sales than marketing

Resources

• Hana Abaza on Twitter: @HanaAbaza
• Shopify Plus' Twitter and Blog
• Shopify Blog

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

Authors Barry Feldman and Seth Price, copywriter and marketing/branding speaker respectively, join the Content Pros Podcast to discuss their debut book "The Road to Recognition" and the intersection of content and branding to achieve marketing success.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How the power of personal branding leads to getting your name out of spam folder and in front of a reader
• Why building a brand means starting with the foundational platforms that many take for granted
• How passion and zeal lead to tenacity and perseverance through the hard times of content
• Why successful content means an equal amount of time spent on both writing and visual design

Resources

• Barry Feldman on Twitter: @FeldmanCreative
• Seth Price on Twitter: @sethprice
• The Road to Recognition: The A-To-Z Guide to Personal Branding to Accelerate Your Professional Success in the Age of Digital Media
• The Point
• The Brand Called You by Tom Peters
• Platform: Get Noticed in a Noisy World
• SEO Simplified for Short Attention Spans

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

Anthony Kennada, VP of Marketing at Gainsight, joins the Content Pros Podcast to share how he prioritized branding with content to create a start-up positioned for success.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why launching a brand new category means pitching it without mentioning it
• How meeting with specialists but following your intuition leads to informed and inspired innovation
• Why starting a new technology platform means focusing on the human, instead of technical, element
• How putting the brand first when starting out leads to better retention, recruiting, and investment

Resources

• Anthony Kennada on Twitter: @akennada
• Gainsight
• An Unapologetic Defense of Brand Marketing for B2B Growth
• Pulse 2017
• CategoryDev
• Pulse Conference 2015 Speakers Sing "Blank Space" (A Cappella)

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René Lego, Video Content Marketing Strategist at SolarWinds, joins the Content Pros Podcast to discuss finding viral content gold by pushing the limits on the role of video in a modern B2B landscape.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How believing in your idea enough to push back leads to viral marketing success
• Why producing impactful B2B content means marketing like a B2C
• How failing at video quickly and often ultimately leads to video prowess and content gold
• Why ingraining video into your corporate culture means turning its power inwards as much as outward

Resources

• René Lego on Twitter: @ReneLego
• SolarWinds on Twitter, Facebook, Thwack, LinkedIn, Instagram, and YouTube
• ThwackCamp
• Email in Real Life
• A Conference Call in Real Life
• Stranger IT Teaser
• Stranger IT: Follow the Lights
• Stranger IT: Imposter Computer
• Stranger IT: The Upside Down

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

Beth Taylor, Marketing Director at the Airline Tariff Publishing Company, joins the Content Pros Podcast to dig in to what it's like to go from owning content in a large organization to building the marketing department of a small organization from the ground up.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How internally answering tough questions about your campaign before implementation leads to more successful executive buy-in
• Why marketing for an intangible product means bringing it in to the physical realm
• How starting from scratch in an established industry leads to a thrilling and rewarding career
• Why successfully relaunching a marketing campaign sometimes means not waiting for permission

Resources

• Beth Taylor on Twitter: @BethATaylor20
• Airline Tariff Publishing Company (ATPCO)
• IBM RemixIT
• Viral Clippers Beat
• Lenovo: Users Happen

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Clair Byrd, Director of Competitive Marketing at Twilio, joins the Content Pros Podcast to discuss the importance of design and audience lifestyle in crafting the perfect content vehicle.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why having a blog that people want to contribute to means making it beautiful and open
• How the life and communication style of your audience feeds into your content design
• Why launching a successful contributed-content program means a concentrated effort on submission recruitment
• How a collaborative, cross-functional, in-house design team leads to intuitive, readable, engageable content
• Why staffing a team of content pros means looking for customer service pros

Resources

• Clair Byrd on Twitter: @theclairbyrd
• Twilio
• InVision Blog
• Design Disruptors
• Helvetica

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

Tyler Lessard, Chief Marketing Officer at Vidyard, joins the Content Pros Podcast to discuss the growing importance of video as a content marketing vehicle and what it means for the industry as a whole.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why the constant bombardment of content means a shift in marketing focus from tactics to relationships
• How the change in opportunity and real cost of video leads to a restructuring of marketing staffing
• Why engaging a production agency means analyzing the purpose of a video before you begin filming
• How hosting your own videos leads to more insightful and accurate engagement data

Resources

• Tyler Lessard on Twitter: @tylerlessard
• Vidyard
• StudioNow
• Notch Video
• Arc Media
• Media One Creative
• RockBridge Media

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

Sam Melnick, VP of Marketing at Allocadia, joins the Content Pros Podcast to discuss and define the maturity model and how it has revolutionized their approach to content marketing.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• How adhering to the maturity model leads to consistent progress towards accomplishing all your goals, both big and small
• Why getting the maturity model into your process means starting at the C-suite
• How building a foundation with the maturity model leads to a successful house of content
• Why successful implementation means dividing to conquer

Resources

• Sam Melnick on Twitter, LinkedIn, and Instagram
• Allocadia
• Kathleen Schaub at IDC
• Sirius Decisions

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Chris Moody, former host of Content Pros and current Content Marketing Lead at GE Digital, joins the Content Pros Podcast to discuss content marketing in a billion dollar industry that focuses more on sales than leads.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why creating a great piece of content isn't always about trying to create a great piece of content
• How A/B testing in the right market can lead to billions of dollars in optimized savings
• Why 'winning content' doesn't mean the same thing across the marketing industry
• How multi-million and billion dollar industries lead to a rise in dark content marketing

Resources

• Chris Moody on Twitter: @cnmoody
• GE Digital on Twitter and YouTube
• The State of Industry
• GE Reports
• Predix

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

Andrew Davis, bestselling author and internationally acclaimed keynote speaker, joins the Content Pros Podcast to discuss how marketers can break the addiction cycle when it comes to content distribution peaks and reach viral status in no time.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why spikes in content distribution success doesn't mean the content itself was successful
• How building social proof leads to more convincing and engaging content over time
• Why successful content distribution means producing less content and distributing it more slowly
• How mastering the marketing momentum curve leads to exponential content growth
• The importance of taking care of your inner circle of advocates

Resources

• Andrew Davis on Twitter: @DrewDavisHere
• Fold Factory
• Super Cool Fold of the Week
• The Uberflip Experience 2017
• Prezi

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

David Lewis, CEO of DemandGen, joins the Content Pros Podcast to discuss how to meet your customers at the right time, with the right content, on the right platform, and what that means when it comes to shopping for MarTech.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why a client that is considering switching demand generation platforms is an opportunity, not a threat
• How broadening what you consider resources leads to identifying content everywhere
• Why mapping the buyer's journey means structuring conversations
• How the getting excited about shiny things leads to precarious footing for your job
• Why incorporating new technology into the workplace means conversationally touring your company first

Resources

• David Lewis on Twitter: @demandgendave
• DemandGen
• Sales Brain
• The 7 Food Groups of MarTech
• Part 1: Choosing the Right MarTech Tools For Your Demand Factory
• Part 2: Who's on First? What's on Second? — Setting Technology Priorities
• Part 3: Help Me, Obi-Wan — Choosing Your Marketing Technology Vendors

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Paul Roetzer, Founder and CEO of PR 20/20, joins the content pros podcast to discuss how artificial intelligence is revolutionizing content by utilizing data to efficiently create content, cutting down production time and freeing marketers up to focus on successfully executing strategy.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why enhancing your marketer’s knowledge and capabilities means using artificial intelligence
• How smartly utilizing AI leads to rapid and granular data processing, content personalization, and customer behavior predictions
• How training machines natural language generation can transform your content and shorten your production time from hours down to seconds
• Why incorporating AI doesn’t mean replacing humans with computers

Resources

• Paul Roetzer on Twitter: @paulroetzer
• PR 20/20
• The Marketing Artificial Intelligence Institute
• Content Marketing World
• First Tweet

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

Brandon Andersen, Chief Strategy Officer at Ceralytics, joins the Content Pros Podcast to share how he has developed and applied content intelligence to take the guess work out of creating successful content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode

• Why taking the guess work out of content success means using content intelligence
• How trusting your customer advocates with content intelligence leads to more intuitive and accurate content
• Why ensuring relevant content means reframing the entire company culture to be customer-centric
• How an in-depth understanding and awareness of your customer's journey leads to content creation aligned with the funnel

Resources

• Brandon Andersen on Twitter: @Andersenology
• Ceralytics
• What Is Content Intelligence?
• Uberflip Experience
• #FirstTweet

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

Amy Schmittauer, Author and Video Marketing Consultant at Vlog Boss Studios, joins the Content Pros Podcast to discuss how video is making content more relevant, shareable, and engaging on all platforms.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

In This Episode

• Why vlogging doesn't mean keeping content to one social platform
• How understanding the party of the platform leads to achieving shareability
• Why B2C vlogging means jumping in feet first with your phone
• Why optimizing your vlogging means knowing where the platform lies along the funnel
• How letting go of creative control leads to successful influencer placement and marketing

Resources

• Amy Schmittauer on Twitter: @Schmittastic
• Savvy Sexy Social on Facebook, Instagram, and YouTube
• Vlog like a Boss: How to Kill It Online with Video Blogging
• Gary Vaynerchuck on YouTube
• Mercedes Benz Instagram Stories
• Lowes' Facebook Videos

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

Travis Wright, CMO and Chief Marketing Technologist for CCP.Digital, joins the Content Pros Podcast to discuss how content plays a major role in the three major digital trends of today.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

In This Episode

• Why successful social selling means the entire organization needs to be socially savvy
• How focusing on technology last leads to creating an integrated and impactful social business strategy for your organization
• Why creating content for stages of the funnel means focusing on buyers and customers separately
• How flexible content marketing means being ready to react to everything at any time
• Why combining technology with excellent service means developing account-based content advertising

Resources

• Travis Wright on Twitter: @teedubya
• CCP.Digital
• VentureBeat
• Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience
• The Kansas City Chiefs Twitter Study
• The 7 Success Factors of Social Business Strategy
• Marketing Truth or Marketing Hype?
• Hug Your Haters

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

Nick Steeves, Chief Product Officer at Wishpond, joins the Content Pros Podcast to share his success with pop-ups, microsites, and contextual call-to-actions.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

In This Episode

• How effective, targeted pop-up management leads customers beyond annoyance to conversion
• Why marketing to marketers means taking off the black hat and providing straight value
• How creating a microsite can lead to keyword dominance
• Why a convincing call-to-action means moving the C2A from the bottom to the top

Resources

• Nick Steeves on Twitter: @nicksteeves
• Wishpond
• Learn Lead Generation
• The Problem With Content's Squiggly Line to the Yes

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

Claire Suellentrop, Director of Marketing at Calendly, joins the Content Pros Podcast to discuss how infusing content marketing throughout an organization plays a vital role in the success of startups.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

In This Episode

• Why content marketing for a startup means a blending marketing with sales and infusing it throughout the organization
• How understanding the right positioning for your product leads to natural story-based content that sells
• Why developing impactful content around customer success means rolling up your sleeves and diving into data
• How understanding and adapting to the current stage of growth for your company leads to more successful content

Resources

• Claire Suellen on Twitter: @ClaireSuellen
• Calendly

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

Jess Ostroff, Managing Editor and Executive Producer for Convince & Convert, joins the Content Pros Podcast to share her secret to building long-term brand recognition and credibility through content.

Special thanks to our sponsors:

• Oracle Marketing Cloud
• Uberflip: Flip the Switch
• ClearVoice
• Convince & Convert: The Business of Story

In This Episode

• How the evolving world of marketing leads to learning on the fly
• Why producing in the modern media realm means doubling as IT support
• How podcasting leads to a more unique and personal connection with an audience that builds your credibility and brand
• Why maintaining credibility means keeping a healthy amount of skepticism for new developments
• How content atomization leads to wider reach and greater insight into what your audience wants
• Why building your brand up means drilling down in content

Resources

• Jess Ostroff on Twitter: @jessostroff
• Convince & Convert
• Social Pros Podcast
• Don't Panic Management
• Zencastr

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