Content, Briefly (Superpath)

In this episode of Content Briefly, host Jimmy interviews Maiva Cifuentes, founder and CEO of Flying Cat Marketing. They discuss Maiva’s role, Flying Cat Marketing’s operations, the intricacies of localization and internationalization, the emerging field of Generative Engine Optimization (GEO), and more.

This episode is brought to you by our friends at Shuffle. Import your logo and describe your video, and Shuffle will generate your entire video concept: script, animation, and a storyline that fits your brand. Use this link to start your free trial and see how Shuffle can streamline your video production process.

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Useful Links:

Website: https://flyingcatmarketing.com

Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywhere/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Ryan Law, Director of Content Marketing at Ahrefs, and discussed his career transition from Animalz to Ahrefs, his personal insights on the future of content marketing with generative AI, and more.

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Timestamps:

00:00 Intro

01:51 Who is Ryan Law?

04:41 Ryan’s reflection on leveraging LinkedIn for new opportunities.

07:07 Ryan’s fresh start at Ahrefs and what Ahref is about.

09:52 Navigating Google Analytics and SEO at Ahrefs.

10:41 Inside Ahrefs’ team structure and content strategy.

12:02 YouTube's B2B potential and Ahref’s content creation process.

13:19 Co-leading Ahrefs’ content team with partnership contrasts.

16:49 A realistic take on the generative AI hype in SEO.

19:50 A caution on scaling content with AI.

24:04 AI’s potential in transforming Slack archives into searchable content.

25:52 Key takeaways from Brighton SEO conference.

27:48 Ryan’s personal development journey and side projects.

29:30 Bridging No-Code adventures and Python mastery.

34:06 Learn more about Ryan and Ahrefs and get in touch.

35:48 Outro

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Useful Links:

Ahrefs Website: https://ahrefs.com/

Ryan’s Website: https://ryanlaw.me/

Ryan on LinkedIn: https://www.linkedin.com/in/thinkingslow/

Ryan on Twitter: https://x.com/thinking_slow

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Eric Doty, Content Lead at Dock, joins Jimmy to explore the nuances of a lone wolf approach to content marketing.

This episode highlights the importance of giving individuals the freedom to do their job, the challenges and benefits of operating as a one-person content team, as well as the unique advantages of working at a product-led growth company.

If you're interested in learning more about Dock or Eric's insights, visit Dock.us or connect with Eric on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com.

Content, Briefly is brought to you by Superpath - content marketing's best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

On episode #16, Jimmy speaks with Kristin Hillery from Voiceflow. They discuss:

- Where content and brand overlap
- Building a content strategy around a product
- Why small teams and good vendors thrive together

👉 You can follow Kristin Hillery on LinkedIn here: https://www.linkedin.com/in/kristinhillery/

👉 You can learn more about Voiceflow here: https://www.voiceflow.com/

On episode #24, Jimmy speaks with Stewart Hillhouse from Mutiny. They discuss:

- Mutiny's long-term approach to building trust
- Why Stewart eschews SEO in favor of an owned audience approach
- Why he doesn't milk content or community for metrics

👉 You can follow Stewart Hillhouse on LinkedIn here: https://www.linkedin.com/in/stewarthillhouse/

👉 You can learn more about Mutiny here: https://www.mutinyhq.com/

In this episode of Content, Briefly, Jimmy chats with Dan Levy, founder of Storyline. Dan shares his journey from Spark Sheet to launching Storyline, a business focused on strategic storytelling for B2B tech companies. He discusses the importance of positioning, crafting compelling narratives, and how his background in journalism shapes his approach to content marketing. Tune in to learn how Dan helps companies distill their vision and positioning into powerful stories that drive marketing and sales efforts.

Thanks to our friends at Brevo for sponsoring this episode. Get started for free or use code SUPERPATH to save 50% on Starter and Business Plans for the first 3 months of an annual subscription. Try Brevo today and elevate your marketing efforts!

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Useful Links:

Website: https://danjlevy.com/

Dan Levy on LinkedIn: https://www.linkedin.com/in/danjlevy/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

To get Superpath Pro's BFCM deal, go to superpath.co and use the code "blackfriday2024".

In this episode of Content Briefly, we interviewed Eric Doty, Content Lead at Dock and Head of Community at Superpath, and discussed what he’s up to, his content plans for 2025, the relaunch of Superpath Pro, and more.

This episode is brought to you by our friends at Stacker. 

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Timestamps:

00:00 Intro

04:22 Who is Eric Doty?

05:15 Dock’s content program for 2025.

08:19 SEO component at Dock.

09:33 Eric’s thoughts on SEO.

13:48 Creating different content types for customer enablement.

15:33 The lesson from a one-person team.

19:51 What’s coming for Dock in 2025?

22:54 Repurposing podcast into newsletter.

24:54 Back to basics.

26:54 Virtual event fatigue.

28:41 How does Eric optimize his time?

30:54 Superpath Pro relaunch.

33:19 Monthly 1:1 calls.

34:51 Building an app for Superpath.

36:16 Learn more about Eric and Dock and get in touch.

36:54 Outro

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Useful Links:

Website: https://www.dock.us/

Eric on LinkedIn: https://www.linkedin.com/in/edoty/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #38, Jimmy speaks with Alina Benny from Aura. They discuss:

- How Alina built a rock solid bench of freelancers
- Why attention to detail and SOPs are the not-so-secret key to success
- How she runs a massive blog with a tiny team

👉 You can follow Alina Benny on LinkedIn here: https://www.linkedin.com/in/heyabenny/

👉 You can learn more about Aura here: https://www.aura.com/

In this episode of Content Briefly, we’ve interviewed Bridget Poetker, Director of Growth at Loop & Tie, and discussed the transition from content to growth marketing, strategic content thinking, and more.

This episode is brought to you by our friends at tealhq.com.

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Timestamps:

00:00 Intro
02:04 Who is Bridget Poetker?
02:21 Bridget’s background.
02:58 What is Loop & Tie?
04:26 Loop & Tie choice-based gifting model.
06:53 Loop & Tie sustainability ethos in marketing.
08:56 How does the business model affect growth?
11:52 Strategic content thinking.
15:09 Bridget’s transition from content to growth marketing.
19:59 Output vs. outcome.
24:11 Balancing in-house and external resources.
28:06 Bridget’s reflection on new skills acquired in the role.
30:00 Team communication and remote culture at Loop & Tie.
33:09 Performance measurement and tools for reporting.
37:02 Marketing pages vs. product pages.
37:57 Bridget's unexpected challenges in the growth space.
39:43 Learn more about Bridget and Loop & Tie and get in touch.
40:54 Outro.

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Useful Links:

Loop & Tie Website: https://www.loopandtie.com

Website: https://www.bridgetpoetker.com/

Bridget on LinkedIn: https://www.linkedin.com/in/bridgetpoetker

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Amrita Mathur, VP, of Marketing at ClickUp and discussed strategies for converting their 70,000 freemium users into paying customers, the crucial role of content in driving these conversions, the complexities of navigating a large pool of freemium leads and more.

This episode is brought to you by our friends at Animalz. 

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Timestamps:

00:00 Intro

01:53 Who is Amrita Mathur?

05:59 Figuring out who’s who inside a large ‘freemium’ leads pool.

07:30 Prioritizing marketing efforts into three buckets.

12:19 Challenge in working through 70,000 free sign-ups and getting value out of that.

16:07 Hard-to-ignore importance of content in all marketing efforts.

19:59 Four types of content teams at ClickUp.

23:45 Understanding the target audience’s pain points to create effective campaigns.

27:36 Learn more about Amrita and ClickUp and get in touch.

28:48 Outro

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Useful Links:

Website: https://clickup.com/

Amrita on LinkedIn: https://www.linkedin.com/in/amritamathur/

Amrita on Twitter: https://x.com/AmritaMathur

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Content, Briefly is produced by our friends at Minuttia.

In this episode of Content Briefly, we’ve interviewed Tom Shapiro,  Founder & CEO at Stratabeat, and Alexis Trammel, Chief Growth Officer at Stratabeat, and discussed their recent report on B2B strategies, how high-performing B2B SaaS companies acquire organic traffic, the effective tactics they use, and more.

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Timestamps:

00:00 Intro

01:32 Who is Tom Shapiro & Alexis Trammell?

04:24 Stratabeat’s origin story.

06:53 Evolving business focus.

09:18 A six-year journey in an agency.

10:50 Adapting to AI and market shifts with a data-driven content strategy.

14:24 Methodology behind the annual content strategy survey.

16:11 Content cadence and traffic growth.

20:28 Balancing content strategy.

22:22 Overcoming content production roadblocks.

26:57 Integrating industry segmentation into SEO strategies.

30:42 Strategies for optimized content performance.

33:00 Tracking site visitors to optimize marketing strategies.

35:08 The power of Original Research in content marketing.

38:41 Learn more about Tom and Alexis and get in touch.

39:09 Outro

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Useful Links:

Website: https://stratabeat.com/

2024 B2B SaaS SEO Performance Report: https://stratabeat.com/research/b2b-saas-seo-study/

Tom on LinkedIn: https://www.linkedin.com/in/tomshapiro/

Alexis on LinkedIn: https://www.linkedin.com/in/alexistrammell/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Amanda Natividad, VP of Marketing at SparkToro, and discussed original research, the absence of a concise content strategy and how it doesn’t affect their content program, personal branding, and more.

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Timestamps:

00:00 Intro.

03:10 Who is Amanda Natividad?

03:37 Amanda's background.

04:59 What is SparkToro?

06:23 Reflection on changes in marketing.

12:27 Original content on SparkToro’s blog. 

14:20 Personal branding vs. corporate branding.

18:47 Aligning marketing strategy with audience insights.

21:44 Using an email list for marketing.

26:02 Scalability of SparkToro's marketing approach.

30:45 High-level individual contribution vs. traditional management

34:27 Balancing high-value work and 'chill work'.

37:37 SparkToro's content strategy.

41:17 Leveraging original research in content marketing.

45:01 Amanda's journey in building her personal brand.

48:38 Learn more about Amanda and SparkToro and get in touch.

49:52 Outro.

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Useful Links:

SparkToro Website: https://sparktoro.com/

Amanda’s Website: https://amandanat.com/

Amanda on LinkedIn: https://www.linkedin.com/in/amandanat

Amanda on Twitter: https://twitter.com/amandanat

Amanda on Instagram: https://www.instagram.com/amandanat

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at tealhq.com.

In this episode of Content Briefly, we’ve interviewed Zoe Hawkins, Principal Content Manager at Sumo Logic, and discussed the pivotal role of curiosity in content creation, valuable perspectives on inventory management, the editorial calendar, and much more.

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Timestamps:

• (00:00) - Intro
• (02:04) - Who is Zoe Hawkins?
• (02:28) - Zoe’s background.
• (03:28) - The importance of curiosity in crafting content.
• (06:14) - Building space for creativity.
• (09:11) - What’s Sumo Logic?
• (10:50) - Target audience of Sumo Logic.
• (11:21) - Technical perspective of content at Sumo Logic.
• (14:20) - Sumo Logic’s editorial calendar.
• (17:10) - Zoe’s content optimization process.
• (19:20) - Existing content inventory management tools.
• (23:55) - Content attribution and important metrics.
• (25:11) - Sumo Logic's CTA dynamics.
• (28:40) - Marketing organization at Sumo Logic.
• (30:01) - Team collaboration with different departments.
• (31:20) - Tips for staying aligned with the team.
• (34:08) - The importance of soft skills.
• (35:46) - Learn more about Zoe and Sumo Logic and get in touch.
• (36:58) - Outro

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Useful Links:

Sumo Logic Website: https://www.sumologic.com/

Zoe on LinkedIn: https://www.linkedin.com/in/moonstormer/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Tealhq.com.

In this episode of Content Briefly, we’ve interviewed Emily Triplett Lentz, Senior Manager, Content Marketing at Calendly, and discussed how she balances PLG and sales-led motion simultaneously, her thoughts on verticalizing content, where video and social fit into her 2024 plans, and the why behind her team’s ‘AI hackathon’.

This episode is brought to you by our friends at SHUFFLL.

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Timestamps:

00:00 Intro
03:54 Who is Emily Triplett Lentz?
04:13 Emily’s background.
05:06 Calendly's journey from startup to enterprise.
06:36 Balancing PLG and sales-led motion simultaneously.
07:47 Calendly's content strategy.
10:38 Rethinking content amid challenges.
13:01 Calendly’s team structure and operations.
15:56 Creator-led distribution.
18:17 Content verticalization & cross-team collaboration.
22:23 Internal & external content creation.
23:57 Important metrics for evaluating content performance.
25:10 The role of product marketing in PLG motions.
26:43 Communication tools for team collaboration.
28:16  Content prioritization and OKRs.
29:36 Balancing new and existing content.
31:57 Example of a successful content piece.
34:27 Personal reflections on scheduling links.
36:40 Calendly's AI summit.
40:48 Learn more about Emily and Calendly and get in touch.
41:35 Outro

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Useful Links:

Calendly Website: https://calendly.com/
Emily's notes from the AI Summit:
https://docs.google.com/document/d/168gn06_v0zQ9mUJf-qLCOJ7FFSIw0P4RRwXyUFTXR1o/edit?usp=sharing
Emily on LinkedIn:
https://www.linkedin.com/in/emilytriplettlentz/

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Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
 

In this episode of Content Briefly, we've interviewed Jessi Craige Shikman, Editor at First Round Capital, and discussed how the First Round Review operates, some of the best interview tips,  how she empowers writers with good editing and feed processes, and more.

This episode is brought to you by our friends at Duckbill (https://www.getduckbill.com/). Use code SUPERPATH for 50% off for the first two months.

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Timestamps:

00:00 Intro

03:03 Who is Jessi Craige?

03:25 Jessi’s background.

03:55 Editor’s role at First Round Capital.

05:01 Content’s purpose at First Round Capital.

06:36 Creating relevant expert-led content.

09:28 Jessi’s day-to-day and content calendar.

10:29 Are there still available topics to cover?

11:36 Has AI creeped into their workflow?

13:09 Differences in creating content for SaaS companies and a VC firm.

17:21 Content reporting at First Round Capital.

18:14 Investing in owned channels.

20:02 Are there technical SEO issues with a large library of content?

21:04 The intersection of the Review and their podcast.

22:22 Is there a significant video component to content in the First Round?

23:21 Transitioning from a writing role to an editor role.

24:47 Editorial tips to make writers better.

26:07 How much time does the editorial work take?

27:42 What to expect from the First Round.

28:39 Learn more about Jessi and First Round Capital and get in touch.

29:17 Outro

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Useful Links:

• https://www.linkedin.com/in/jessi-craige-shikman-47650a75/
• https://review.firstround.com/
• https://every.to/
• https://lex.page/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #36, Jimmy speaks with Benyamin Elias from Podia. They discuss:

- Why Podia's content focuses almost exclusively on showcasing customers
- How SaaS companies can leverage creators' skills and audiences
- How to market a multi-product app with infinite buyer personas

You can subscribe to Benyamin's newsletter here 👉 https://diamondpencils.substack.com/

👉 You can follow Benyamin Elias on LinkedIn here: https://www.linkedin.com/in/benyamin-elias-5b1b0396/

👉 You can learn more about Podia here: https://www.podia.com/

On episode #37, Jimmy speaks with Caitlin Burns from Dovetail. They discuss:

- How Caitlin scaled content production to 50 articles/month
- Her process for making sure every piece is reviewed by an SME
- Why she's rolling our her content strategy in distinct phases

👉 You can follow Caitlin Burns on LinkedIn here: https://www.linkedin.com/in/caitlin-burns-75a879a7/

👉 You can learn more about Dovetail here: https://dovetail.com/

On this episode, Gia Laudi, CEO and Founder of Forget the Funnel joins Jimmy to explore customer leads, retention and metrics.

Based in Quebec, Canada, Gia as a Product Marketing & Growth Advisor, Fractional Leader, Author & Co-creator of the Customer-Led Growth Framework. Through her founding of Forget the Funnel, they help SaaS marketing & growth leaders get out of the weeds, build airtight customer-led strategies, & build revenue-generating outcomes.

Today, Jimmy and Gia go down the rabbit hole of how marketing teams can know for sure if they're marketing to the right customer - and if not, what they can do to change that. From homepages to directed content - the two explore how marketing teams can utilize the metrics from other areas of the company to fine tune their approach.

Connect with Gia on LinkedIn here and learn more about Forget the Funnel by heading to their website.

This episode is sponsored by Fathom Analytics. Fathom is a Google Analytics alternative that doesn’t compromise visitor privacy for data. They make website analytics easy to use and respectful of privacy laws (like GDPR and more). To learn more, visit usefathom.com

In this episode of Content Briefly, we’ve interviewed Ray Mina, VP of Marketing at Freshpaint, and discussed the long sales cycle at Freshpaint, the role of content in sales cycles, handling content during changes, and more.

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Timestamps:

00:00 Intro
01:36 Who is Ray Mina and What is Freshpaint?
02:39 The challenges of CDPs in healthcare.
03:53 The tightrope of healthcare marketing without breaking rules.
05:15 Fast-tracking the sales cycle in a compliance-driven market.
06:48 Building trust through content in regulated marketing environments.
08:39  Creating legally sound content for specialized markets.
10:24 The impact of strategic content choices at Freshpaint.
15:27 Integrating content, partnerships, and events for healthcare marketing.
18:07 Strategic storytelling and measurement in content marketing.
22:08 Proving marketing value before brand building.
23:30 Content leadership in times of change.
25:44 Learn more about Ray and Freshpaint and get in touch. 

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Useful Links:

• https://www.linkedin.com/in/raymina/
• https://www.freshpaint.io/
• https://info.freshpaint.io/freshpaint-5-newsletter
• https://www.superpath.co/blog/episode-26-freshpaint-a-content-strategy-crash-course-with-mark-rogers
  
  

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #34, Jimmy speaks with Kaleigh Moore from Lumen Ventures. They discuss:

- How she's built a business she loves running
- How she secures great projects over and over again
- Tips for diversifying income streams and chasing novelty

👉 You can follow Kaleigh Moore on LinkedIn here: https://www.linkedin.com/in/kaleighmoore/

👉 You can learn more about Lumen Ventures here: https://www.kaleighmoore.com/

In this episode of Content Briefly, we’ve interviewed Erica Schneider, Founder of Content Sparring, and discussed her unique, non-traditional approach to the business of content beyond just the craft and more.

This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).

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Timestamps:

00:00 Intro
02:29 Who is Erica Schneider?
03:15 Erica Schneider’s background.
05:01 How LinkedIn fits into Erica’s strategy.
08:20 The target client at Content Sparring.
10:58 One effective hack to keep the content flowing.
17:13 Solopreneur vs. Creator.
18:55 Thoughts on employee turnover.
21:14 The flexibility and complexities of the creator economy.
25:11 Day-in-the-week at Content Sparring.
27:15 Learn more about Erica and Content Sparring and get in touch.
27:59 Outro

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Useful Links:

• https://www.contentsparring.com/
• https://www.ericaschneider.me/
• https://cut-the-fluff.ck.page/
• https://www.linkedin.com/in/erica-schneider66/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #26, Jimmy speaks with Mark Rogers from Freshpaint. They discuss:

- What strategy *actually* means and how to create one
- Why Mark tackled small wins in his first month on the job
- The reasons SEO isn't a priority for Freshpaint

👉 You can follow Mark Rogers on LinkedIn here: https://www.linkedin.com/in/markrogers88/

👉 You can learn more about Freshpaint here: https://www.freshpaint.io/

Link to the 2024-2025 Blueprint for High-Impact Content: https://redpointcontent.com/free-report-download/

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In this episode of Content Briefly, we’ve interviewed Becky Lawlor, Founder, and Chief Research & Content Officer at Redpoint, and discussed her B2B buyers guide, her findings, and more.

This episode is brought to you by our friends at Duckbill. Use code SUPERPATH for 50% off for the first two months.

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Timestamps:

00:00 Intro

03:09 Who is Becky Lawlor?

04:05 The role of original research in thought leadership content.

05:40 The rise of data-driven content.

07:55 Becky's B2B Buyer Guide report.

10:48 Challenges and benefits of original research.

13:23 In-house vs third-party reports.

17:18 The execution challenges of original research.

20:30 Gated vs. open access to original research.

24:13 Research sources: product and third-party data.

27:24 AI in content creation and original research.

31:08 Learn more about Becky and Redpoint and get in touch.

32:00 Outro

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Useful Links:

• https://redpointcontent.com/
• https://www.linkedin.com/in/beckylawlor/
  
  

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Kisha Velazquez, Web Content Manager at Fordham University School of Law, and discussed how she came into content marketing from entrepreneurship, how she uses content SEO to attract visitors, and more.

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Timestamps:

00:00 Intro
03:25 Who is Kisha Kisha Velazquez?
03:55 Kisha’s background.
07:22 Going into content marketing with an entrepreneurship background.
09:58 Acquiring customers (in this case law students) at Fordham University School of Law.
11:48 Day-in-the-life as a web content manager at Fordham.
15:42 What goes into making the Fordham website accessible.
17:02 Engaging subject matter experts for content marketing material.
19:56 The type of web pages we publish at Fordham.
21:47 How we approach SEO marketing.
22:42 Domain authority and page ranking.
24:50 Workflows and work-life balance working for a startup vs an established brand.
29:23 The transition from startup to academic setting.
31:07 Recent initiatives at Fordham.
32:14 Learn more about Kisha and Fordham University School of Law and get in touch.
33:15 Outro

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Useful Links:

Website: https://www.fordham.edu/school-of-law/
Kisha on LinkedIn: https://www.linkedin.com/in/kishavelazquez/

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Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Lashay Lewis, Founder of Authority Plug, and discussed positioning and messaging for building a successful consultancy, the intricacies of Bottom of Funnel Content, and more.

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Timestamps:

00:00 Intro

02:06 Who is Lashay Lewis?

02:35 Lashay’s perspectives on social media.

05:48 The origin story of Authority Plug.

09:06 Transitioning to consultancy.

10:57 Crafting a unique positioning.

13:32 The impact of leveraging attention.

16:10 Benefits of having a bold POV.

18:07 Visual content creation process.

25:31 How to productize a service.

27:42 Identifying your ICP as a consultant.

29:48 Challenges companies face with BoFu content.

32:20 Maximizing ROI with BoFu content.

34:07 ToFu vs. BoFu content. 

38:08 Combining strategy with journalism for BoFu content. 

42:34 Learn more about Lashay and Authority Plug and get in touch.

42:13 Outro.

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Useful Links:

Authority Plug: https://authorityplug.com/

Content Dashboard: https://authorityplug.com/#contentdashboard

Lashay on LinkedIn: https://www.linkedin.com/in/lashaylewis/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, host Jimmy interviews Greg Healers, co-founder of Jolly SEO. They discuss Greg’srole, Jolly SEO’s operations, the impact of AI on SEO and link building, and more.

This episode is brought to you by our friends at Tenspeed. You can use this link to schedule a time to learn more, and be sure to mention SUPERPATH to receive $1,000 off your first month.

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Useful Links:

Website: https://jollyseo.com/

Greg on LinkedIn: https://www.linkedin.com/in/gregheilers/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #27, Jimmy speaks with Lia Zneimer from Teal. They discuss:

- How to convert 510,000 users into paying customers
- What B2B marketers can learn from B2C (and vice vers`a)
- Ideas for using social media more effectively
- Lia's advice on career development

👉 You can follow Lia Zneimer on LinkedIn here: https://www.linkedin.com/in/liazneimer/

👉 You can learn more about Teal here: https://www.tealhq.com/

In this episode of Content, Briefly, Jimmy chats with Carly Baker from HubSpot, a legendary content marketing company. Carly shares her journey from being a professional musician to leading media partnerships at HubSpot. She discusses the evolution of the HubSpot Media Network, the importance of an audience-first approach, and the metrics driving content decisions for podcasts and YouTube channels. Tune in to learn how Carly navigates the complexities of media partnerships and her insights on the future of content marketing.

Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.

************************

Useful Links:

Website: https://www.hubspot.com

Carly on LinkedIn: https://www.linkedin.com/in/carlycbaker/

The Radical Freedom of 'Wherever You Get Your Podcasts'

The Secrets Behind Successful Corporate Engineering Blogs

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Sam Balter, Head of Content at Wistia, and discussed the evolution of video content in business, building a strong video content strategy, and more.

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Timestamps:

00:00 Intro
01:14 Who is Sam Balter?
01:52 What Wistia is about and its customer base.
03:06 Wistia’s features and benefits for businesses.
05:32 Overview of Wistia’s content strategy.
07:05 Using video to build strong brand affinity.
10:13 How video marketing has changed post-pandemic. 
13:09 How customer expectations have influenced video marketing.
17:23 Video content creation and organization strategies.
23:49 Benefits of video for content marketers.
31:29 Text vs. Video: Which is of higher priority for Wistia?
36:56 How Wistia’s state of video report works.
38:42 Maintaining brand consistency: marketing by committee vs autonomy.
44:01 Cons of the traditional assembly line model of content creation.
46:25 Thinking about video production like creators. 
47:57 The rise of 10x content marketers.
50:16 Learn more about Sam Balter and Wistia and get in touch.
51:09 Outro

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Useful Links:

Website: http://www.wistia.com/

Sam on LinkedIn: https://www.linkedin.com/in/sambalter/

Video Marketing Statistics: https://wistia.com/learn/marketing/video-marketing-statistics

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Tina Donati, Content and Partner Marketing Lead at Alloy, joins Jimmy to discuss how Alloy's content team operates. They explore Alloy's strategy and organizational structure, providing an in-depth look into how the team works smoothly and efficiently. Alloy is an integration and automation platform for e-commerce that connects hundreds of apps and platforms, making it easy to access all of your data in one place.

During the discussion, Tina offers a comprehensive overview of Alloy, its customers, and the structure of her team. She shares her career journey and highlights the importance of communication and collaboration in the workplace. Tina also talks about the tools her team uses for asynchronous communication and marketing needs and provides an inside look at their content publishing schedule and types of content they produce.

If you're interested in learning more about Alloy and Tina's insights, visit runalloy.com or connect with her on LinkedIn.

This episode is sponsored by Campfire Labs, a story-driven content marketing agency that helps you build brand awareness, connect with customers, and create demand for your product. To learn more about how clients like Dropbox, Notion, Clearbit, Asana, Freshworks, and more household names are growing with Campfire Labs, visit campfirelabs.co

In this episode of Content Briefly, we've interviewed Robyn Showers, Director, of Content Marketing at Apollo.io, and discussed what it is like to be in a mature company with an established content program, the story behind Apollos’ book publishing, and more.

This episode is brought to you by our friends at Minuttia (https://minuttia.com).

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Timestamps:

00:00 Intro
03:03 Who is Robyn Showers?
03:35 Robyn’s background.
06:25 What is Apollo.io?
08:39 Writing approach at Apollo.io.
10:37 Apollo.io’s content program.
13:53 The story behind the Outbound Sales book.
19:01 The process for writing and publishing the book. 
22:33 What is Appolo Magazine?
26:10 Managing the content program for an established company.
31:48 How are the industry changes affecting Apollo’s content strategy?
36:28 Learn more about Robyn and Apollo.io and get in touch.
37:19 Outro

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Useful Links:

• Robyn on LinkedIn: https://www.linkedin.com/in/robynshowers/
• https://www.apollo.io/academy/guides/pipeline-generation
• https://www.amazon.com/dp/B0DHJ7VWJ9

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed George Chasiotis, Managing Director at Minuttia and Founder at GrowthWaves, and discussed content recession, a diversified set of services and building teams,  the nuances of a media business, and more.

This episode is brought to you by our friends at Minuttia. 

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Timestamps:

00:00 Intro

03:35 Who is George Chasiotis?

03:52 Insights on the content marketing recession.

08:47 What is Minuttia?

10:22 Introducing GrowthWaves, a B2B growth newsletter.

12:48 Launching a diversified set of services.
14:34 Adapting team skill sets for evolving content marketing.
18:08 The evolution of GrowthWaves as a media company.
20:04 Changes happening in the content marketing industry.
24:12 Redefining content roles.
28:48 Benefits of outsourcing.
31:53 The role of reporting content marketing impact. 
41:22 Learn more about George and Minuttia and get in touch.
42:15 Outro

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Useful Links:

Minuttia Website: https://minuttia.com

GrowthWaves: https://growthwaves.com

George on LinkedIn: https://www.linkedin.com/in/georgioschasiotis/

Minuttia Impact Report Webinar: https://www.superpath.co/blog/webinar-how-a-simple-report-saved-our-agency

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Previous Episodes:

► Content Briefly Ep. 12: Ramli John's multi-pronged strategy for running a mature content program https://www.youtube.com/watch?v=WrMq3NmDY9Y

► Content Briefly Ep. 11: Forget The Funnel: Gia Laudi's Masterclass On Knowing Your Customers https://www.youtube.com/watch?v=uiL56C5HiDI

► Content Briefly Ep. 10: Elise Dopson on the state of freelancing https://www.youtube.com/watch?v=UqPLqJ92FMg

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

On this fascinating episode of Content Briefly, Ramli John, Product Growth Marketer and Director of Content at Appcues, joins Jimmy on the show.

Ramli is a Toronto based product growth marketer who helps product-led businesses convert more of their free users into lifelong customers.  His book, Product-Led Onboarding: How to Turn Users into Lifelong Customers is a best seller, and covers just that.

Today, Jimmy and Ramli look at the various elements of product based growth marketing, and comprehensively cover Ramli’s strategy to effectively run a mature content program. They look at the power and future of generative AI in the space, time spent invested in content creation, and Ramli also shares some of his favorite tools he uses day to day.

His show & newsletter, Marketing Powerups: https://marketingpowerups.com/
Check out Ramli’s website: https://ramlijohn.com/
Connect with Ramli on Linkedin: https://www.linkedin.com/in/ramlijohn/

This episode is sponsored by Fathom Analytics. Fathom is a Google Analytics alternative that doesn’t compromise visitor privacy for data. They make website analytics easy to use and respectful of privacy laws (like GDPR and more). To learn more, visit usefathom.com

Melanie Broder, Head of Content at Slite (and an old co-worker of Jimmy’s!) joins the show today.

Melanie is a writer and teacher in New York, who currently runs the Slite blog and newsletter. Slite is a modern knowledge base that drives action, thoughtful collaboration and confident decision-making for its users.

Jimmy and Melanie chat about the process at Slite, from content frequency to Melanie’s tips for editing for the right audience. They also chat about Slite’s new AI feature, “Ask”. Ask uses artificial intelligence to find relevant answers to a question based on all documents in your company’s database. For example, “How do I log my days off” will result in a concise answer and even reference the documents it garnered the information from.

To find out more about Slite, visit slite.com.

To learn more about Melanie, you can find her on LinkedIn and on her website - melaniebroder.com/  

Content, Briefly is brought to you by Superpath - content marketing's best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

In this episode of Content Briefly, we’ve interviewed Hannah Geise, Senior Content Manager at BentoBox, and discussed the impact of technology on restaurant management and marketing, as well as her journey through various roles in the food and hospitality industry, and more.

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Timestamps:

00:00 Intro

01:31 Hannah Geise’s background.

02:42 Hannah’s experience at Harvard Innovation Labs.

03:12 What is BentoBox about?

04:55 Who is the primary buyer BentoBox serves?

05:46 Hannah Geise’s journey through the hospitality industry.

06:55 What is included in BentoBox’s content strategy?

10:15 BentoBox’s onboarding process for new customers.

11:18 How BentoBox incorporates E-A-T in its content process.

13:25 What community outreach looks like for BentoBox.

14:11 Embracing restaurant technology and SEO strategies post-pandemic.

18:25 BentoBox’s content planning process. 

20:19 Using feedback from the marketing team to inform content creation.

21:27 The key metrics that BentoBox measures.

24:01 BentoBox’s internal team dynamics and task prioritization process. 

25:16 Hannah’s typical workday routine.

30:32 Personal success skills and techniques.

32:25 Learn more about Hannah Geise and BentoBox and get in touch.

33:04 Outro.

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Useful Links:

Website: https://getbento.com/

Hannah on LinkedIn: https://www.linkedin.com/in/hannahgeise/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #33, Jimmy speaks with Nigel Stevens from OGM. They discuss:

- Why no one trusts B2B SaaS content
- Why 80% of buyers still love Google
- What content team should be doing in 2024

You can read the full report here: https://www.marketingog.com/survey

👉 You can follow Nigel Stevens on LinkedIn here: https://www.linkedin.com/in/nigel-stevens-67218068/

👉 You can learn more about OGM here: https://www.marketingog.com/

In this episode of Content Briefly, we’ve interviewed Sara Yin, Senior Editor at Slack, and discussed her content marketing journey at major tech companies, the unique challenges and strategies of developing content at Slack, and more.

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Timestamps:

00:00 Intro

01:27 Sara Yin's career journey from journalist to senior editor at Slack.

07:50 Lessons from Intercom: The human element in content marketing.

11:51 Unpacking content strategy at Shopify .

15:27 The lifecycle of content at Slack.

17:47 Slack's evolution from HipChat rival to market leader.

20:11 Slack’s content evolution post-Salesforce acquisition.

21:33 Content strategy lessons from Jeff Bezos.

23:09 Keeping content creative in an SEO-driven world.

25:51 Enhancing content strategy with AI.

27:10 Building a rich content library from diverse voices.

28:05 How Slack's content strategy empowers writers.

29:22 How Slack’s copy editors shape its voice.

33:56 Content production in large organizations.

34:37 Learn more about Sara and Slack and get in touch.

35:31 Outro

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Useful Links:

Website: https://slack.com/

Sara on Twitter: https://twitter.com/sarapyin

Sara on LinkedIn: https://www.linkedin.com/in/yinsara/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #19, Jimmy speaks with Ben Bradbury from Workweek. They discuss:

- Workweek's talent-first approach to B2B content
- Why empowering your writers and creators is so important
- How to repurpose content for maximum impact
- How to run virtual events that people will love

Ben runs of podcast of his own called "Subject Matter," which you can check out here → https://workweek.com/show/subject-matter/

This episode is presented by our friends at The Juice. You can signup for a free account here: https://app.thejuicehq.com/

👉 You can follow Ben Bradbury on LinkedIn here: https://www.linkedin.com/in/benbradbury/

👉 You can learn more about Workweek here: https://workweek.com/

In this episode of Content Briefly, we’ve interviewed Ross Simmonds, Founder & CEO at Foundation Marketing, and discussed his new book, content distribution, thoughtful perspectives on B2B content marketing, and more.

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Timestamps:

00:00 Intro

01:44 Launch of the ‘Create Once, Distribute Forever’ book. 

02:45 Why did Ross write a book now?

04:17 Focused on story distribution. 

05:36 Blurred lines between content marketing for B2B and B2C.

07:18 Befenits of communities. 

14:07 Constraints on content distribution.

19:03 Understanding the fundamentals of content marketing.

23:51 Meta process of writing a book. 

32:21 Learn more about Ross and Foundation and get in touch.

33:38 Outro

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Useful Links:

Foundation Website: https://foundationinc.co/

Ross Book: https://rosssimmonds.com/book/

Ross on LinkedIn: https://www.linkedin.com/in/rosssimmonds/

Ross on Twitter: https://twitter.com/TheCoolestCool

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Fara Rosenzweig at WorkRamp and discussed multimedia content strategies, content measurement, and much more.

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Timestamps:

• (00:00) - Intro
• (02:05) - Who is Fara Rosenzweig?
• (02:27) - Fara’s background.
• (06:23) - What’s WorkRamp?
• (07:33) - WorkRamp’s ICP.
• (09:43) - Content marketing program at WorkRamp.
• (14:17) - Content types for specific personas.
• (20:13) - Content creation process.
• (22:44) - Transitioning from text to multimedia content.
• (25:45) - Vendor management for scaling content.
• (28:55) - Content performance measurement and attribution.
• (34:28) - WorkRamp’s podcast and its purpose.
• (43:00) - Learn more about Fara and WorkRamp and get in touch.
• (44:30) - Outro.

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Useful Links:

WorkRamp Website: https://www.linkedin.com/company/workramp/

Fara on LinkedIn: https://www.linkedin.com/in/fararosenzweig/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at tealhq.com.

Elise Dopson, powerhouse freelance writer and creator of Peak Freelance joins Jimmy on Content, Briefly to chat about the world of freelance writing.

From starting a blog at the age of 12 and learning as much as she could, Elise quickly ascended to becoming a $100k+ earner in freelance writing by the age of 21.

Elise and Jimmy discuss Elise's process in taking the leap and creating such a successful freelance business at such a young age, her thoughts on the freelance market as it stands, what companies can do to work better with freelance writers, and of course, how AI is changing the space.

To read more on Peak Freelance and access the free Research Guide and Freelance Rates Report, head to their website.

To learn more about Elise, you can find her on LinkedIn.

This episode is sponsored by Hopscotch. Hopscotch is the all-in-one invoicing and bill pay partner helping freelancers and small businesses succeed. Hopscotch makes invoice issuing and payment collection breeze and puts you in control.

On episode #32, Jimmy speaks with Ty Magnin from Animalz. They discuss:

• What Ty is learning from customers and sales
• How important will SEO be in 2024?
• His recommendations for diversifying content

👉 You can follow Ty Magnin on LinkedIn here: https://www.linkedin.com/in/tylermagnin/

👉 You can learn more about Animalz here: https://www.animalz.co/

On episode #18, Jimmy speaks with Kyle Kuczynski from MessageDesk. They discuss:

- How Kyle scaled content as a marketing team of one
- Addressing thousands of use cases with limited resources
- How to choose topics when there are infinite choices

This episode is presented by our friends at The Juice. You can signup for a free account here: https://app.thejuicehq.com/

👉 You can follow Kyle Kuczynski on LinkedIn here: https://www.linkedin.com/in/kyle-kuczynski/

👉 You can learn more about MessageDesk here: https://www.messagedesk.com/

This episode is brought to you by The Juice.

As marketers, we're constantly trying to stay up-to-date with the latest trends... algorithm updates, new social networks, distribution tactics, email best practices, and so much more.

And that's why we need "The Juice." With over 100,000 resources, The Juice is the ultimate content hub, specifically built for content marketers.

The Juice's curated recommendations introduce you to creators, brands, communities and more who can help you learn and grow as a marketer.

Plus, with The Juice's new feed and monthly email updates, you'll stay in the know without wasting time browsing through more content. You can even tailor your email digest to your preferences, so you'll only see stuff you're interested in.

If "time saved and knowledge-gained" sounds good to you, signup for a free account at https://app.thejuicehq.com/. We'll also leave a link in the show notes.

Thanks so much to the Juice team for their support of Superpath and this podcast. Hope you enjoy this episode!

Sean Blanda, VP of Content at Crossbeam joins Jimmy on the inaugural episode of Content, Briefly.

Sean shares his insights on building a successful content team, emphasizing the importance of trust and communication in a remote work environment.

Crossbeam's content team is divided into three pods: events, video and design, and writers. They hold regular meetings to catch up on tasks and campaigns, including one-on-one meetings with team members every Monday, team catch-ups every other Friday, and a writers workshop every Thursday.

Sean's experience at Crossbeam is a testament to the importance of building a strong team culture, even in a remote work environment. If you're interested in learning more about Crossbeam, their content team, or Sean's insights, visit crossbeam.com or connect with Sean on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com.

Content, Briefly is brought to you by Superpath - content marketing's best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

In this episode of Content Briefly, we’ve interviewed Araminta Robertson, Founder & Managing Director at Mint Studios, and discussed her decision to niche down to fintech clients, her approach to setting up customer reporting to track ROI on content, and more.

This episode is brought to you by our friends at Animalz. 

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Timestamps:

00:00 Intro
02:44 Who is Araminta Robertson?

04:01 Typical client at Mint Studios.

04:58 The ‘why’ behind niching down to fintech clients.

06:55 PPC vs. SEO in content marketing.

08:52 Mint Studio’s in-depth process for finding the right keywords.

11:53 Transitioning from freelancing to starting an agency.

14:02 Freelancing vs. starting an agency.

16:35 Fin-tech founders' approach to measuring ROI.

17:56 Tracking progress and reporting back to clients.

19:28 Setting up Hubspot reporting to track revenue.

22:49 Focusing on the most critical metrics in reporting.

24:45 Using paid ads and SEO together in content marketing.

26:31 Slack group for fintech marketers.

27:53 Learn more about Araminta and Mint Studios and get in touch.

28:28 Outro

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Useful Links:

Website: https://www.mintcopywritingstudios.com/

Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/
Slack group: https://www.fintechmarketinghub.com/slack

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Content, Briefly is produced by our friends at Minuttia.

In this episode of Content Briefly, we’ve interviewed Ben Bradbury, GM of Audio/Video & Production at Workweek, and discussed Workweek's talent-first approach to B2B content, why empowering your writers and creators is so important, how to repurpose content for maximum impact, and more.

This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact megan@verblio.com.

************************

Timestamps:

00:00 Intro

02:40 Who is Ben Bradbury?

03:01 Ben’s background.

05:43 How does Workweek work? 

09:04 Talent-first approach of Workweek.

11:59 Is it easier to launch a podcast or a newsletter?

14:18 Does Workweek have a studio business?

17:00 Building a community with creators.

21:18 Getting a good understanding of SaaS by building audience-first content.

22:32 Different types of content at Workweek.

27:02 Direct and in-direct monetization at Workweek.

28:05 Ben’s thoughts on virtual events.

32:59 Subject-matter expertise for content. 

35:43 Different mediums require different skill sets.

42:48 How to repurpose content for maximum impact.

46:45 Time spent on content creation vs. content repurposing. 

48:26 Knowledge sharing at Workweek.

51:36 Building personalities and content differentiation.

53:10 Learn more about Ben and Workweek and get in touch.

55:23 Outro

************************

Useful Links:

Website: https://workweek.com/

Ben on LinkedIn: https://www.linkedin.com/in/benbradbury/

Subject Matter Podcast: https://workweek.com/show/subject-matter/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Tracey Wallace, Director of Content Strategy at Klaviyo, and discussed her job responsibilities, Klaviyo’s content team operation, Tracey’s weekly newsletter, and more.

This episode is brought to you by our friends at Shuffl (https://shuffll.com/). 

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Timestamps:

00:00 Intro

03:48 Who is Tracey Wallace?

04:12 Tracey’s background. 

06:50 Contentment newsletter.

08:37 What is working in content marketing?

11:41 The rising of events and in-person stuff.

13:07 Klaviyo launching an IPO.

15:12 What’s changing at Klaviyo?

19:13 How Klaviyo’s content team serves the other orgs.

23:17 Challenges of cross-org collaboration. 

24:51 Remote becomes the norm.

27:17 Klaviyo objectives and personal goals.

28:44 Learn more about Tracey and Klaviyo and get in touch.

29:12 Outro

************************

Useful Links:

Website: https://www.klaviyo.com/

Contentment Newsletter: https://workweek.com/discover-newsletters/contentment-newsletter/

Tracey on LinkedIn: https://www.linkedin.com/in/traceyrwallace

https://www.superpath.co/blog/episode-2-klaviyo-how-tracey-wallace-operationalized-success 

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.

In this episode of Content Briefly, we’ve interviewed Emily Triplett Lentz, Senior Manager, Content Marketing at Calendly, and discussed how she balances PLG and sales-led motion simultaneously, her thoughts on verticalizing content, where video and social fit into her 2024 plans, and the why behind her team’s ‘AI hackathon’.

************************

Timestamps:

00:00 Intro
02:37 Who is Emily Triplett Lentz?
02:56 Emily’s background.
03:49 Calendly's journey from startup to enterprise.
05:19 Balancing PLG and sales-led motion simultaneously.
06:30 Calendly's content strategy.
09:21 Rethinking content amid challenges.
11:44 Calendly’s team structure and operations.
14:39 Creator-led distribution.
17:00 Content verticalization & cross-team collaboration.
21:06 Internal & external content creation.
22:34 Important metrics for evaluating content performance.
23:53 The role of product marketing in PLG motions.
25:26 Communication tools for team collaboration.
26:59  Content prioritization and OKRs.
28:19 Balancing new and existing content.
30:40 Example of a successful content piece.
33:10 Personal reflections on scheduling links.
35:23 Calendly's AI summit.
39:31 Learn more about Emily and Calendly and get in touch.
40:16 Outro

************************

Useful Links:

Calendly Website: https://calendly.com/
Emily's notes from the AI Summit:
https://docs.google.com/document/d/168gn06_v0zQ9mUJf-qLCOJ7FFSIw0P4RRwXyUFTXR1o/edit?usp=sharing
Emily on LinkedIn:
https://www.linkedin.com/in/emilytriplettlentz/

************************

Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.
 

In this episode of Content Briefly, we’ve interviewed Andrew Davies, CMO at Paddle, and discussed the integration of content marketing within business growth strategies, the complexities of content attribution, and more.

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Timestamps:

00:00 Intro 

01:30 Who is Andrew Davies?

01:49 Andrew’s background.

03:22 What is Paddle about, who is it for, and its pricing model?

05:47 Navigating content marketing challenges from a CMO's perspective.

08:10 Balancing creativity and commercial goals in content marketing.

10:38 The complexity of attribution in marketing.

13:29 Integrating customer insights into your content strategy.

14:49 Expectations for content teams to analyze data.

15:57 Elevating brand engagement through episodic video content.

19:14 Balancing specialized content with broad appeal in business strategy videos.

22:10 Content's role in corporate acquisition.

25:07 The emotional core of business narratives and acquisition.

27:18 The remote realities of content production.

28:55 What the path towards becoming a CMO looks like.

32:42 Learn more about Andrew Davies and Paddle and get in touch.

33:24 Outro

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Useful Links:

• https://www.paddle.com/studios
• https://www.paddle.com/blog/saas-market-report-march-2024
• https://www.paddle.com/customers
• Andrew on LinkedIn: https://www.linkedin.com/in/andjdavies

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Heike Young, Head of Content & Integrated Marketing at Microsoft, and discussed Enterprise content, the day-to-day, her short-form videos on LinkedIn, the benefits of doing creative work, and more.

This episode was brought to you by our friends at Brevo. Try Brevo for free or use the code SUPERPATH to get 50% off for the first three months of any annual plan.

************************

Timestamps:

00:00 Intro

03:34 Who is Heike Young?

03:53 Heike’s background.

04:52 Why is Heike creating more content on LinkedIn?

08:55 How to be more creative.

11:23 Benefits of being creative.

12:59 What content looks like at Salesforce and Microsoft.

15:57 A review of 11 years in the Salesforce content team.

20:42 Differences in content between enterprises and smaller companies.

22:51 How important is prioritization?

29:23 What excites Heike about B2B content?

31:18 Learn more about Heike and Microsoft and get in touch.

32:39 Outro

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Useful Links:

Website: https://microsoft.com

Heike on LinkedIn: https://www.linkedin.com/in/heikeyoung

Heike on Twitter: https://x.com/youngheike

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #29, Jimmy speaks with Ash Read from Frontcourt Studio. They discuss:

- How Ash turned his side project into a full-time gig and then an exit
- What B2B sites can learn from niche media sites like Living Cozy
- The importance of learning tools (like Webflow) to maximize your own ability to GSD
- How to prioritize content when you have tons of ideas

👉 You can follow Ash Read on LinkedIn here: https://www.linkedin.com/in/ash-read/

👉 You can learn more about Frontcourt Studio here: https://www.frontcourt.studio/

In this episode of Content Briefly, we've interviewed Hila Bouzaglou, Founder of Shelf, and discussed the specialization in niche content (e.g., supply chain), building a company culture, tackling difficult content topics, and more.

This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/).

************************

Timestamps:

00:00 Intro

02:44 Who is Hila Bouzaglou?

03:26 Hila’s background.

05:35 The origins of Shelf.

06:44 Solving the challenge of subject matter expertise.

09:35 The customer lifecycle at Shelf.

12:44 Building subject matter expertise internally.

15:42 Where do they find writers?

18:43 Practical application of AI in research for content writing.

23:13 Quality assurance for produced content.

25:36 The team dynamics at Shelf.

30:47 Building the muscle by doing hard work.

32:48 Learn more about Hila and Shelf and get in touch.

33:10 Outro

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Useful Links:

• Book a call with Hila here: https://shelf-made.com/heavyweight-b2b-content-marketers/
• Hila on LinkedIn

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

"On episode #22, Jimmy speaks with Nathan Ellering from SimpleTexting. They discuss:

- How Nathan approached his first 90 days on the job
- How to ""pay the bills"" with SEO to free you up to try new things
- Delivering on search intent without content
- Why marketing teams need developer resources

Nathan also writes about marketing on his Medium blog: https://ellering.medium.com/

👉 You can follow Nathan Ellering on LinkedIn here: https://www.linkedin.com/in/nathanellering/

👉 You can learn more about SimpleTexting here: https://simpletexting.com/"

Today, Jimmy is joined by Julie Beynon – Head of Analytics at Clearbit.

Clearbit is a B2B data activation platform for marketing intelligence, helping its clients truly understand and identify prospects in their business.

After a short stint in content marketing, Julie realized her talents could be recognized elsewhere, and joined the data analytics world. Jimmy and Julie discuss data, analytics, attribution and the concept of getting “close enough” when drilling down into the details.

To find out more about Julie, feel free to connect with her on LinkedIn.
To learn more about the processes at Clearbit, check out their blog.

This episode is sponsored by Letterdrop. Letterdrop helps B2B companies go from idea to published fast with workflow automation and AI. Know what your customers are asking, plan your content calendar, manage approvals, optimize for SEO, and automate distribution across Webflow, LinkedIn, and your sales team.

On episode #31, Jimmy speaks with Greg Ciotti from Kapwing. They discuss:

- Why Greg believes video is the future of content (for real this time)
- Why learning new skills has been so much fun
- How video is taking content marketers back to their roots
- What he learned doing content at scale at Shopify

You can read Greg's personal blog here: https://www.gregoryciotti.com/

👉 You can follow Greg Ciotti on LinkedIn here: https://www.linkedin.com/in/ciotti/

👉 You can learn more about Kapwing here: https://www.kapwing.com/

In this episode of Content Briefly, we've interviewed Hailley Griffis, Head of Communications and Content at Buffer, and discussed how communications and content intersect at Buffer, the legacy of Buffer's content marketing program, and more.

This episode is brought to you by our friends at SHUFFLL.

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Timestamps:

00:00 Intro 

02:58 Who's Haley Griffis?

03:14 Haley's background.

04:52 Transition from PR to content.

08:27 Buffer's culture of transparency.

13:37 Challenges and opportunities of maintaining a large blog.

17:50 Adaptable content strategy.

20:56 Low-performing content and audience engagement.

21:54 Content tracking and reporting.

24:54 Net new content and multimedia.

29:54 Buffer's hall of fame articles.

33:30 Learn more about Hailley and Buffer and get in touch.

35:04 Outro

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Useful Links:

• https://www.linkedin.com/in/hailleygriffis/
• https://buffer.com
• https://www.hailleygriffis.com/
• https://www.makework.work/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of SuperPath, Jimmy interviews Ashley Faust, Head of Lifecycle Marketing Portfolio at Atlassian. They discuss Ashley’s role, her journey at Atlassian, the intricacies of lifecycle marketing, and the importance of content in various marketing functions.

This episode is brought to you by our friends at Tenspeed. Use this link to schedule a time to learn more, and don't forget to mention "SUPERPATH" to receive an exclusive offer of $1,000 off your first month.

Unlock the secrets to restoring consumer trust and creating impactful marketing journeys with "Human-Centered Marketing" - use code KOGANPAGE20 for an exclusive discount!

************************

Useful Links:

Website: https://www.atlassian.com/

Ashley on LinkedIn: https://www.linkedin.com/in/ashleyfaus/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Signup for Superpath Pro here → https://www.superpath.co/ And use code "ericdoty" to knock 20% off.

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In this episode of Content Briefly, we've discussed with Eric Doty about his new role as Head of Community at Superpath, relaunching Superpath Pro, one-on-ones for pro members, and all the fascinating things we’re working on.

This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).

************************

Timestamps:

00:00 Intro

03:12 Eric Doty becomes Head of Community at Superpath.

05:42 Existing plans and transitioning to the Superpath Pro tier.

08:33 What’s included in Superpath Pro?

10:28 Building connections through the community. 

12:27 Superpath’s courses series.

13:58 Upcoming initiatives.

15:08 Building software. 

16:24 Enjoy the launch of Superpath Pro.

17:52 Outro

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Useful Links:

• https://www.linkedin.com/in/edoty/
• https://superpath.co

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Sean Blanda, VP of Content at Crossbeam, and discussed building a successful content team, emphasizing the importance of trust and communication in a remote work environment.

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Timestamps:

• (00:00) - Intro
• (03:03) - Who is Sean Blanda?
• (03:29) - What’s Crossbeam?
• (04:43) - Crossbeam marketing function.
• (06:31) - Crossbeam content team communication and structure.
• (08:32) - Crossbeam marketing strategy.
• (10:35) - Optimizing content execution in a mature industry.
• (12:35) - Why building an email list is so important.
• (15:52) - The role of SEO in Crossbeam's content strategy.
• (18:09) - Journalistic approach to content marketing.
• (21:33) - Crossbeam's content creation frequency and types.
• (23:33) - Integrating events into content.
• (27:00) - Quality versus quantity in content.
• (28:19) - Crossbeam content creation tools.
• (30:22) - Sean's perspective on AI in content creation.
• (36:10) - Learn more about Sean and Crossbeam and get in touch.
• (36:50) - Outro

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Useful Links:

Crossbeam Website: https://www.crossbeam.com/

Sean on LinkedIn: https://www.linkedin.com/in/seanblanda/

Sean’s Website: https://www.seanblanda.com/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.

On episode #39, Jimmy speaks with Nicole Lee from Partnero. They discuss:

- How Nicole manages content across multiple brands
- How she stays in touch with customer needs and feedback
- The moment her company realized its messaging was broken

👉 You can follow Nicole Lee on LinkedIn here: https://www.linkedin.com/in/nicolelee-content-strategist/

👉 You can learn more about Partnero here: https://www.remotecompany.com/

In this episode of Content, Briefly, Jimmy chats with Chelsea Castle, Head of Content and Brand at Close. Chelsea discusses her transition from journalism to tech, her role at Close, and their content and brand strategies. They explore the evolving landscape of SEO and social media, Close’s LinkedIn sprint, and the use of AI in content creation.

This episode is sponsored by our partners at Shuffle. Simply upload your logo and provide a description of your video, and Shuffle will craft a complete video concept for you, including the script, animation, and storyline tailored to your brand. Click this link to begin your free trial and discover how Shuffle can simplify your video production workflow.

************************

Useful Links:

Website: https://www.close.com

Chelsea on LinkedIn: https://www.linkedin.com/in/chelseacastle/

Steli Efti on LinkedIn: https://www.linkedin.com/in/steliefti/

Desiree Echevarria on LinkedIn: https://www.linkedin.com/in/desireeechevarria/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of SuperPath, Jimmy interviews John Doherty, founder of Editor Ninja and Credo. They discuss John's extensive career in content and SEO, his experiences working for companies like Zillow and Distilled, and his journey into entrepreneurship. The conversation covers the evolution of content marketing, the impact of AI on content creation, and the behind-the-scenes business aspects of running content-focused companies.

Thanks to our friends at Brevo for sponsoring this episode. Get started for free or use code SUPERPATH to save 50% on Starter and Business Plans for the first 3 months of an annual subscription. Try Brevo today and take your marketing to the next level!

************************

Useful Links:

Website: https://editorninja.com

John on LinkedIn: https://www.linkedin.com/in/johnfdoherty/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more.

This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).

************************

Timestamps:

00:00 Intro

03:46 Who is Michael Lowe?

04:25 Michael’s background.

05:22 What is Clari?

08:29 How did they evaluate the idea of category creation?

10:27 Price point at Clari and how it affected the category creation.

13:26 Is category creation harder than “regular” content marketing?

16:17 Coining a term vs. category creation.

19:43 Category creation playbook.

24:29 Content measurement in category creation.

27:22 Learnings from the category creation process.

31:19 Learn more about Michael and At-Bay and get in touch.

32:20 Outro

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Useful Links:

• Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/
• Website: https://www.at-bay.com/
• Clari: https://www.clari.com/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #20, Jimmy speaks with Jess Cook from Lasso. They discuss:

- How Jess markets, upsells and cross-sells a product with a ton of features
- Why she's chosen to invest heavily in audio and video content
- Her process for getting to know the customer
- Why daily standups are the key to good team communication
- How she achieved a 12x "content repurposing multiplier"

Jess runs a podcast of her own called "That's Marketing, Baby" which you can check out here → https://www.thatsmarketingbaby.com/

👉 You can follow Jess Cook on LinkedIn here: https://www.linkedin.com/in/jesscook-contentmarketing/

👉 You can learn more about Lasso here: https://www.lasso.io/

This episode is presented by our friends at The Juice. You can signup for a free account here: https://app.thejuicehq.com/

Tracey Wallace, Director of Content Strategy at Klaviyo, joins Jimmy to share insights on Klaviyo's content team operations, including their work structure, KPI reporting, and tech stack.

Klaviyo is a SaaS company that offers email and SMS marketing as well as customer data to the ecommerce industry. Tracey explains how CDPs are becoming increasingly popular among businesses that need to collect first and zero party data in order to improve their marketing, targeting, and lead scoring.

Their customers range from hobbyists to large direct-to-consumer platforms, with a customer base primarily made up of small businesses and mid-market companies. The discussion highlights the importance of CDPs and their role in personalizing websites, emails, SMS messages, and even retargeting.

If you're interested in learning more about Klaviyo or Tracey's insights, visit Klaviyo.com or connect with Tracey on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com.

Content, Briefly is brought to you by Superpath - content marketing's best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

In this episode of Content Briefly, we’ve interviewed Tom Bangay, Senior Director, Content & Community at Juro, and discussed how Juro targets and engages its audience through a multifaceted content strategy, and more.

This episode is brought to you by our friends at Minuttia.

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Timestamps:

00:00 Intro
01:16 Who is Tom Bangay?
02:01 Tom’s Background.
02:42 What’s Juro?
03:53 Using the Juro AI tool to craft first drafts of service contracts.
05:08 Juro’s target customers and use cases.
06:43 Academic background vs hands-on experience as a marketer.
08:27 The challenge of finding subject matter experts in content marketing.
09:44 Juro’s overall content strategy.
15:00 Where does organic search fit in Juro’s top-down content strategy?
17:43 The ‘why’ of creating a Slack community at Juro.
25:10 What the content team at Juro looks like.
26:12 The idea behind the podcasts done at Juro.
28:23 Experimenting with video podcasts.
29:27 Learn more about Tom and Juro and get in touch.
30:25 Outro

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Useful Links:

Website: https://juro.com/

Tom on LinkedIn: https://www.linkedin.com/in/tom-bangay/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Ross Hudgens, Founder and CEO at Siege Media, and discussed how Siege Media has navigated its growing pains successfully, his insights on SaaS and the content world, and much more.

This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact megan@verblio.com.

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Timestamps:

00:00 Intro.
02:39 Who is Ross Hudgens?
03:33 Ross background.
06:18 Customer’s take on SEO marketing and the future of AI.
08:02 What the average customer engagement looks like at Siege Media.
10:13 The growth journey at Siege Media.
12:32 What the company culture looks like.
13:54 Transitioning from remote-friendly to fully remote.
15:42 Founder’s role play in terms of now vs then at Siege Media.
18:22 Getting more work and subcontracting as a freelancer.
20:21 Red flags/green flags from client needs or expectations.
23:07 How the AI trend has evolved over time.
25:15 What’s been going on at Siege Media recently?
27:02 Learn more about Ross and Siege Media and get in touch.
27:38 Outro

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Useful Links:

Website: https://www.siegemedia.com/
Ross on LinkedIn: https://www.linkedin.com/in/rosshudgens/

************************

Previous Episodes:

► Zapier: Lane Scott Jones on proving a 454% content ROI (rerun) https://www.youtube.com/watch?v=kJkwbW18-pY
► Juro: Tom Bangay on building customer personas and creating content for their target market https://www.youtube.com/watch?v=2B1b7RqWHas
► ClickUp: Amrita Mathur on turning freemium users into paying customers. https://www.youtube.com/watch?v=cSe_QzJngvM

************************

Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco 

In this episode of Content, Briefly, Jimmy interviews Kameron Jenkins, content lead at Shopify. They discuss the operations of Shopify's content marketing team and the different types of content that they produce for their target audience. 

Shopify is a complete commerce platform that allows businesses to create and customize an online store, manage products, inventory, payments, shipping, and even brick-and-mortar locations and pop-up shops.

Kameron talks about the size and structure of her team within Shopify and how they collaborate with the sales team to develop content for point-of-sale customers. She also explains her role in metrics and reporting and the complexities of global expansion and content strategy for a large company with multiple products and markets. This includes navigating local rules and cultures, central content teams versus dedicated local teams, and balancing translating flagship content with creating new content for specific markets.

To learn more about Shopify, visit their website at shopify.com. For additional insights, feel free to connect with Kameron Jenkins on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com. Content, Briefly is brought to you by Superpath - content marketing’s best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

On episode #35, Jimmy speaks with Hillary Nussbaum from Code Climate. They discuss:

- How her start in reality prepped for marketing to technical buyers
- The fundamental marketing principles that power Code Climate's strategy
- How (and why) she's so careful about voice, tone and messaging

👉 You can follow Hillary Nussbaum on LinkedIn here: https://www.linkedin.com/in/hillaryberkowitz/

👉 You can learn more about Code Climate here: https://codeclimate.com/

Blake Thorne, Director of Content Strategy at LaunchNotes joins Jimmy to discuss how LaunchNotes' content team operates.

Blake highlights the differences between product marketers and product managers and discusses the marketing strategies at LaunchNotes, the team's composition, and the role of content within it. The discussion shifts to the relationship between content cadence and quality, and whether a higher cadence negatively affects the quality of the produced content.

Blake and Jimmy also explore repurposing and remixing content, including how to do it effectively. They delve into the idea of an expertise database that writers can use to search for relevant quotes and information, as well as the process of building and maintaining such a database. Finally, Blake explains how the LaunchNotes team communicates, shares insights, plans, and strategizes in terms of marketing.

To find out more about Blake and LaunchNotes, visit their website or connect with him on LinkedIn. 

This episode is sponsored by Campfire Labs, a story-driven content marketing agency that helps businesses build brand awareness, connect with customers, and create demand for their product. Check out their website at campfirelabs.co to learn more about how they are helping well-known companies such as Dropbox, Notion, Clearbit, Asana, and Freshworks grow.

In this episode of Content Briefly, we interviewed Matt Hodges, Head of Product Marketing at Equals, and discussed Equals blog ‘Wrap Text’, the Substack component of it, their unique perspective, and more.

This episode was brought to you by our friends at Brevo. Try Brevo for free (https://www.brevo.com/welcome-superpath/?utm_medium=partnership&utm_source=superpath&utm_campaign=45597) or use the code SUPERPATH to get 50% off for the first three months of any annual plan.

************************

Timestamps:

00:00 Intro
04:17 Who is Matt Hodges?
04:46 Matt’s background.
07:49 Matt’s attraction to product-first companies.
09:54 What’s Equals?
11:30 What’s the scope of Matt’s role at Equals?
16:32 Wrap Text originality and topic selection process.
25:33 Why did they choose Substack? 
28:57 Growing audience through Substack.
31:33 Matt’s thoughts on content marketing.
36:35 Learn more about Matt and Equals and get in touch.
37:27 Outro

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Useful Links:

Website: https://equals.com/

Blog: https://wrap-text.equals.com/

Matt on LinkedIn: https://www.linkedin.com/in/mattnhodges/

Matt on Twitter: https://x.com/mattnhodges

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #13, Jimmy speaks with George Chasiotis from Minuttia. They discuss:

- How George started and grew Minuttia
- The "content recession"
- How Minuttia has protected itself from A.I.

👉 You can follow George Chasiotis on LinkedIn here: https://www.linkedin.com/in/georgioschasiotis/

👉 You can learn more about Minuttia here: https://minuttia.com/

On episode #17, Jimmy speaks with Lane Scott Jones from Zapier. They discuss:

- How Lane calculated a 454% content ROI for Zapier
- How she grew the team from four to 20 people
- How (and why) Zapier publishes 85 articles each month
- How A.I. is speeding up the team's editing workflow

👉 You can follow Lane Scott Jones on LinkedIn here: https://www.linkedin.com/in/lanescottjones/

👉 You can learn more about Zapier here: https://zapier.com/

On episode #21, Jimmy speaks with Brianna Valleskey from Inscribe. They discuss:

- Brianna's process for training (and being trained by) sales teams
- How her team supports a long and technical sales cycle
- Why "booked sales calls" is her favorite content metric

👉 You can check our her personal website here: https://www.braveink.co/

👉 You can follow Brianna Valleskey on LinkedIn here: https://www.linkedin.com/in/briannavalleskey/

👉 You can learn more about Inscribe here: https://www.inscribe.ai/

In this episode of Content Briefly, we interviewed Lane Scott Jones, Director of Content Marketing at Zapier, and discussed the growth of Zapier content production, optimistic perspectives on SEO, content diversification, and more.

This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/).

************************

Timestamps:

00:00 Intro
03:28 Who is Lane Scott Jones?
03:58 Is it overwhelming to write content for Zapier?
06:20 Automation in the day-to-day.
08:46 How has content at Zapier changed?
13:00 Increased content production and team at Zapier.
14:03 Percentages of net new content and content updates.
15:09 Corporate marketing and Lane’s new responsibilities.
17:26 Brand activities and the ‘customer love’ metric.
18:52 Organic strategy is changing.
20:32 ZapConnect and its evolvement into a community.
23:11 Thoughts on the future of content marketing.
26:51 Learn more about Lane and Zapier and get in touch.
28:06 Outro

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Useful Links:

Website: https://zapier.com/

Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

In this ‘Year in Review’ episode of Content, Briefly, Jimmy Daly, Co-founder of Superpath shared his overview of the year, what to expect for 2025, and things to be mindful of in the next year.

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Timestamps:

00:00 Intro

01:23 What to expect for 2025 (& beyond).

04:08 Content marketing predictions.

07:30 Things to be mindful of.

12:13 Wrapping up with a positive message.

12:46 Thank you.

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Useful Links:

Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #15, Jimmy speaks with Stuart Balcombe from Arrows. They discuss:

- Why Arrows doesn't have or want a content calendar
- The importance of platform-native content
- Why Arrows puts an "unsubscribe" link at the top of every newsletter

👉 You can follow Stuart Balcombe on LinkedIn here: https://www.linkedin.com/in/stuartbalcombe/

👉 You can learn more about Arrows here: https://arrows.to/

In this episode of Content Briefly, Tommy Walker, Founder of The Content Studio, presented his State of (Dis)Content and discussed the survey’s insights, learnings, and more.

Access the full report here: https://www.thecontentstudio.com/the-state-of-discontent/

This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/).

************************

Timestamps:

00:00 Intro

03:41 The ‘why’ behind The State of (Dis)Content.

07:38 Tommy’s thoughts on the report.

09:20 Key survey information.

11:58 The good news.

15:23 The not so good news.

23:49 The really bad news.

25:38 Tommy’s most creative and fulfilling period.

28:08 The worst news of all.

29:09 Reasons for not doing market research.

41:40 What has Content Marketing discontent?

43:13 Job market sentiment.

48:37 Management and getting executives to buy in.

57:30 Q&A session.

58:01 What does it mean to be a content marketer today?

1:03:47 How to do audience research.

01:09:55 Wrapping things up.

01:11:30 Outro

************************

Useful Links:

• The State of (Dis)Content
• Tommy on LinkedIn
• The Content Studio

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Tommy Walker, Founder of The Content Studio, and discussed the results of hard work, perseverance creating luck, and major challenges in running content programs in enterprises and more.

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Timestamps:

00:00 Intro

03:00 Who is Tommy Walker?

03:56 Tommy’s background.

05:13 Tommy’s entrepreneurial journey. 

08:59 Creating luck through hard work. 

12:26 Experiences working on CXL and managing high standards.

17:44 Building a solid foundation of work in difficult times. 

18:22 B2B budgets for content programs then vs. now. 

21:42 The story behind Shopify Plus.  

24:14 The skillset to employ on different occasions. 

27:45 Challenges in running content programs in enterprises. 

30:53 The Content Studio. 

34:53 Building a successful consulting career.

38:33 Hard things build perseverance. 

41:12 Important skills and narratives. 

44:27 Tommy’s upcoming summit.

46:44 Learn more about Tommy and The Content Studio and get in touch.

47:10 Outro

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Useful Links:

• The Content Studio: https://www.thecontentstudio.com/
• Tommy's upcoming intensive course: https://maven.com/the-content-studio/advanced-content-development
• The Cutting Room:  https://www.thecontentstudio.com/the-cutting-room/
• Tommy on LinkedIn: https://www.linkedin.com/in/tommyismyname/
• Tommy on Twitter: https://twitter.com/tommyismyname

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

In this episode of Content Briefly, we’ve interviewed marketing consultant John Collins and discussed content strategies that work for series A, B, and C SaaS companies, their wavering faith in SEO, their strategic investments in video marketing and data study, and more.

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Timestamps:

00:00 Intro
01:22 Who is John Collins?

02:35 Lessons from Intercom's content marketing trials.

05:52 Insights on structuring and scaling content teams.

09:07 Evolving strategies in content marketing and SEO.

12:46 Shifting focus in content marketing strategies.

15:40 The future of content marketing teams.

17:48 Content's role in traffic generation and shaping company voice.

18:24 Challenges and rewards of working independently.

22:15 Balancing writing and consulting.

23:59 Learn more about John and get in touch.

25:05 Outro

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Useful Links:

Website: https://johncollins.cc/

John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed John Bonini, Founder of Some Good Content, and discussed what it takes to build a great content brand, insights from his consulting experience, why his newsletter is a must-read for content enthusiasts and more.

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Timestamps:

00:00 Intro
01:28 The origin of the Louder Than Words podcast.

03:48 Building a personal brand on the side.

06:59 John’s background.

15:15 Learnings from leading marketing at Databox.

22:27 How Some Good Content Company came about. 

25:32 Knowledge sharing and consulting. 

27:30  How industry changes affect companies’ content programs.

31:46 Does the Content Brand framework change?

34:37 Coaching vs execution.

37:46 Learn more about John and Some Good Company and get in touch.

40:05 Outro

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Useful Links:

Website: https://somegoodcontent.com

John on LinkedIn: https://www.linkedin.com/in/jbonini/

John on Twitter: https://twitter.com/bonini84

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Eric Doty, Content Lead at Dock, and discussed Dock’s evolution from PLG to sales-led, Eric’s journey as a content marketer, his role in the Superpath community, and more.

This episode is brought to you by our friends at Lettuce.

************************

Timestamps:

00:00 Intro

02:05 Who is Eric Doty?

02:36 What’s Dock?

03:40 LinkedIn, networking, and moderating Superpath's community.

08:59 Eric’s LinkedIn strategy. 

11:21 Building different ‘muscles’ on side projects.

12:59 Build in public. 

15:04 Overview of Dock’s content initiatives.

17:37 Dock’s podcast and its role in Dock’s content strategy.

21:10 Building a content library. 

24:23 ‘Permissionless Co-Marketing’.

25:29 Automating the podcast production. 

27:11 Is building a podcast worth it? 

29:12 The skillset of content marketers is changing. 

32:50 Content team structure at Dock.

33:47 Synergy between different departments.

37:29 Changes to the content strategy based on working with sales. 

40:45 PLG sales motion at Dock.

42:09 Learn more about Eric and Dock and get in touch.

43:28 Outro

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Useful Links:

Website: https://dock.us/

Eric on LinkedIn: https://www.linkedin.com/in/edoty/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Kasey Fleisher Hickey, Senior Director, Brand and Content at Attentive, and discussed the product, prioritizing daily tasks, creating impactful content, how content and brand overlaps, and more.

This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/).

************************

Timestamps:

00:00 Intro

02:56 Who is Kasey Fleisher Hickey?

03:17 Kasey’s background.

04:13 What is Attentive?

04:58 Black Friday and Cyber Monday marketing campaigns.

06:14 Experience leading content at Attentive for 4 years.

08:08 Content as a program vs. content as a service.

11:03 Content team structure at Attentive.

12:10 Setting boundaries between other teams.

17:40 Content prioritization and being disciplined.
20:03 How brand and content overlap. 
21:49 Brand team at Attentive.
23:23 Brand as a differentiator.
25:20 Building a consistent experience for customers.
27:45 Doing more with less.
29:56 Learn more about Kasey and Attentive and get in touch. 
30:34 Outro

************************

Useful Links:

• Kasey on LinkedIn: https://www.linkedin.com/in/kaseyfleisherhickey/
• Job opportunity: https://jobs.lever.co/attentive/85271a21-692b-42ca-866d-a28e56e94624
• Website: https://www.attentive.com/
  
  

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Jessica Walker, Chief Media Officer at MEDDICC, and discussed the company’s media-led approach, content performance, and more.

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Timestamps:

00:00 Intro

02:21 Who is Jessica Walker?

03:03 Jessica’s background.

03:51 What is MEDDICC? 

04:40 How does MEDDICC help customers?

05:33 MEDDICC’s ICP.

06:39 Different implementation plans based on customers.

08:09 What does media mean at MEDDICC?

10:57 SMEs' expertise in content implementation. 

11:44 Enabling people using a media approach. 

15:30 Channel and product perspectives. 

19:08 How to build a media arm without a massive budget?

21:42 Does remote work affect video production? 

23:17 Competitor analysis.

27:10 B2C side of MEDDICC. 

27:43 Content performance measurement and attribution.

30:53  Important personality traits and skills.

33:29 Learn more about Jessica and MEDDICC and get in touch.

34:09 Outro

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Useful Links:

MEDDICC Website: https://meddicc.com/

Jessica on LinkedIn: https://www.linkedin.com/in/jessicajadewalker/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Tealhq.com.

In this episode of Content, Briefly, Jimmy chats with Winona Rajamohan, the one-person content team at Smartcar, discusses her role managing the Smartcar Blog and Newsletter. She shares her journey from Hire Easy to Smartcar, an API platform that helps developers build apps for cars. Winona dives into marketing strategies for diverse verticals, the use of AI in content creation, and the significance of their state of connected car apps report.

Tune in to explore the evolving landscape of connected cars and the innovative ways Winona is leveraging content and AI.

************************

Useful Links:

Website: https://smartcar.com/

Winona on LinkedIn: https://www.linkedin.com/in/winonarajamohan/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #23, Jimmy speaks with Jan Erik-Asplund from Sacra. They discuss:

- How to create content when it's the product
- Using repeatable content formats to increase velocity
- Programmatically repurposing long-form content into useful snippets
- How to use publicly available to create novel content
- How to find and use "golden nuggets"

You can signup for the free Sacra newsletter here → https://sacra.com/

Also, Sacra is hiring an Analyst → jobs.sacra.com

👉 You can follow Jan Erik-Asplund on LinkedIn here: https://www.linkedin.com/in/jasplund/

👉 You can learn more about Sacra here: https://sacra.com/

In this episode of Content Briefly, we’ve interviewed Lane Scott Jones, Director of Corporate Marketing (Interim) at Zapier, and discussed her innovative strategies for achieving a staggering 454% content ROI, the expansion of her marketing team to 20 members, the reasoning behind Zapier's prolific output of 85 articles per month, and more.

This episode is brought to you by our friends at Campfire Labs (https://www.campfirelabs.co/).

************************

Timestamps:

00:00 Intro
02:33 Who is Lane Scott Jones?
02:55 Lane’s Background.
03:42 What’s Zapier?
04:47 The target personas at Zapier.
06:51 How Zapier manages hundreds of use cases.
09:15 The team makeup at Zapier.
17:24 Community at Zapier.
19:08 Zapier’s version of content ops.
20:53 Tracking content success at Zapier [Content ROI].
31:14 Content ROI reporting at Zapier.
36:01 Who the Head of Content reports to at Zapier.
36:35 Headcount at Zapier and collaboration.
38:44 Documentation and automation process at Zapier.
41:12 Use cases for generative AI like ChatGPT.
49:20 Learn more about Lane and Zapier and get in touch.
51:08 Outro

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Useful Links:

Website: https://zapier.com/
Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/

************************

Stay Tuned:

► Website: https://www.superpath.co/
► YouTube: https://www.youtube.com/@superpath
► LinkedIn: https://www.linkedin.com/company/superpath/
► Twitter: https://twitter.com/superpathco

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Content, Briefly is also supported by Minuttia (https://minuttia.com).

In this episode of Content Briefly, we’ve interviewed Joshua Palmer, Head of Content at OnBoard, and discussed content leadership, the multifaceted aspects of running a robust content program, and more.

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Timestamps:

• 00:00 Intro
• 01:26 Who is Joshua Palmer?
• 02:14 Joshua’s background.
• 03:07 What is OnBoard?
• 05:49 Customer profiles of OnBoard.
• 08:49 OnBoard’s features and use cases.
• 11:09 Challenges in board collaboration.
• 12:08 OnBoard’s PLG motion.
• 13:38 Components of Onboard’s content program.
• 15:40 Team structure and workflows for content creation.
• 20:55 Ways to diversify your content strategy.
• 24:33 Tips for crafting authentic content.
• 27:34 Josh’s role and vendor management.
• 31:07 Importance of communication and prioritization.
• 34:23 The art of delegation.
• 36:40 Trends in content team sizes.
• 38:01 Josh’s perspective on AI in content creation.
• 38:50 Content performance measurement.
• 43:48 Learn more about Joshua and OnBoard and get in touch.
• 45:38 Outro

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Useful Links:

OnBoard Website: https://www.onboardmeetings.com/

Joshua on LinkedIn: https://www.linkedin.com/in/joshuaepalmer/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On episode #14, Jimmy speaks with Sonja Jacob and Mahu Sims from Meta. They discuss:

- Enterprise content strategy and org chart
- The huge importance of content ops
- Advocating for resources, people and tools

👉 You can follow Sonja Jacob and Mahu Sims on LinkedIn here: https://www.linkedin.com/in/sonjajacob/

👉 You can learn more about Meta here: https://about.meta.com/

In this episode of Content Briefly, we’ve interviewed Jakub Rudnik, Head of Content & SEO at Softr, and discussed what it’s like to market a product with many use cases, and more.

This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).

************************

Timestamps:

00:00 Intro
03:07 Who is Jakub Rudnik?
04:13 Jakub’s background.
06:54 What’s Softr and its core use cases?
11:00 The no-code advantage in marketing Softr.
13:34 How we think of content SEO at Softr.
16:53 Who handles tutorial content at Softr.
18:33 The type of customers we serve plus more use cases.
22:14 The sales process at Softr.
23:12 Finding success with blog post content.
25:52 How we measure content success and report data.
29:28 Learn more about Jakub and Softr and get in touch. 
31:25 Outro

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Useful Links:

• https://www.linkedin.com/in/jakubrudnik/
• https://www.softr.io/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Ryan Sargent, VP of Content and Strategy at Ten Speed, and discussed his experience overseeing content production for an agency, thoughts on Ten Speed’s content strategy,  and more.

This episode is brought to you by our friends at uSERP. Learn how uSERP helped monday.com SEO traffic grow by 1,570% (free training).

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Timestamps:

00:00 Intro

02:27 Who is Ryan Sargent?

02:52 Ryan’s background.

04:02 What is Ten Speed?

06:38 In-house vs. agency experience.

10:03 Ryan's reflections on changes in content marketing.

13:21 Strategic partnerships with agencies.

15:30 Content reporting and recommendations.

17:10 Numbers vs. narrative in content reporting.

19:31 Redefining content marketing.

21:37 Enhancing content quality through strategic briefing.

25:35 Tools for building a content system.

28:47 Tips for being a good content agency customer.

32:00 What to expect from Ryan and Ten Speed.

34:25 Learn more about Ryan and Ten Speed and get in touch.

35:22 Outro

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Useful Links:

Ten Speed Website: https://www.tenspeed.io/

Ryan on LinkedIn: https://www.linkedin.com/in/ryan-sargent-5a455511a/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

On this episode of Content Briefly, Jimmy welcomes Ryan Sargent, Director of Content Marketing at Verblio. 

Verblio is a content marketplace with over 3,000 freelance writers that create various types of content each month, including blogs, podcasts, webinars, and more. With a music professor and teacher background, Ryan entered the space with a different vision than some of his peers.  

Jimmy and Ryan talk about what the Verblio team looks like, how they dedicate resources to prioritizing the right content, and their current strategy for the next six months.

To learn more about Verblio, head to https://www.verblio.com/blog or find their podcast Content Bouncehouse (https://www.verblio.com/content-bounce-house) on all major podcast platforms. You can also connect with Ryan on LinkedIn here: https://www.linkedin.com/in/ryan-sargent-5a455511a/ 

On episode #28, Jimmy speaks with Aaron Orendorff from Recart. They discuss:

- Aaron's low-volume, high-impact content approach
- Why he only measures data points with a dollar sign in front of them
- Recart's unique SaaS + service model
- Lessons learned from four years at "the mothership" (aka Shopify)
- How he landed a byline in the New York Times

Here's Erica Schneider's "Hooked on Writing Hooks" course Aaron mentions: https://hookedonwritinghooks.com/

👉 You can follow Aaron Orendorff on LinkedIn here: https://www.linkedin.com/in/aaronorendorff/

👉 You can learn more about Recart here: https://recart.com/

On episode #25, Jimmy speaks with Ashly Stewart from Ogilvy. They discuss:

- ELI5: What exactly is UX writing?
- How Ashly approaches writing projects
- How a career in content marketing prepared her for this new career
- What content marketers can learn from UX folks

👉 You can follow Ashly Stewart on LinkedIn here: https://www.linkedin.com/in/ashstew7/

👉 You can learn more about Ogilvy here: https://www.ogilvy.com/

On episode #30, Jimmy speaks with Mel Yap  from MNTN. They discuss:

- Why MNTN doesn't rely on any single marketing channel
- How mastering tools has become a career advantage
- Why the content team meets weekly to look at metrics
- How Mel balances content creation, email marketing, team mangement and more

👉 You can check out Mel Yap's personal site here: https://www.mellieyap.com/

👉 You can follow Mel Yap  on LinkedIn here: https://www.linkedin.com/in/melissayap/

👉 You can learn more about MNTN here: https://mountain.com/

In this episode of SuperPath, Jimmy chats with Charlie Romberg, an AI-native freelance writer based in Boulder, Colorado. Charlie shares his journey from corporate finance to freelance writing, leveraging AI tools to enhance his content creation process. They discuss how AI assists in brainstorming, drafting, and refining articles, and the evolving landscape of content marketing.

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Useful Links:

Charlie on LinkedIn: https://www.linkedin.com/in/charlie-rhomberg-91725abb/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.

In this episode of Content Briefly, we’ve interviewed Molly Talbert, Content Marketing Lead at Switchboard, and discussed Switchboard's content strategy, creating content for various media outlets, personas, and more.

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Timestamps:

• (00:00) - Intro
• (02:33) - Who is Molly Talbert?
• (03:04) - Molly’s background.
• (03:37) - Challenges of content marketing in Switchboard.
• (05:15) - Switchboard’s content marketing team.
• (06:56) - What is Switchboard?
• (08:44) - Switchboard's features.
• (11:53) - Category creation on Switchboard.
• (12:57) - Competitive advantage of Switchboard.
• (14:29) - Switchboard’s content strategy.
• (16:15) - Impact of async on work culture.
• (20:04) - Switchboard’s content KPIs.
• (21:24) - Experimentation with multimedia content.
• (23:03) - Content marketing personas.
• (25:32) - Success stories from a content perspective.
• (27:14) - Learn more about Molly and Switchboard and get in touch.
• (28:04) - Outro.

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Useful Links:

Switchboard Website: https://www.switchboard.app/

Molly on LinkedIn: https://www.linkedin.com/in/mollytalbert/

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Jimmy chats with Michaela Cavallaro, Executive Editor and Partner at The Writing Company. Michaela shares her journey from journalism to becoming a partner at an editorial agency. They discuss the evolution of content marketing, the impact of AI on content creation, and the importance of strong client relationships. Michaela also highlights The Writing Company’s unique approach to writing and client empathy.

Check out TWC’s Favorite Reads of 2024 for the best books they’ve read this year, spanning new and old, fiction and nonfiction.

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Useful Links:

Website: https://www.thewritingcompany.com/

Michaela on LinkedIn: https://www.linkedin.com/in/michaelacavallaro

************************

Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

************************

Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed marketing consultant John Collins, discussed his career at Intercom and Ramp, the content strategies he worked on at both companies and more.

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Timestamps:

00:00 Intro

01:17 Who is John Collins?

04:53 John’s journalism background.

06:45 Diversifying content from ebooks to audiobooks and beyond.

09:41 Real engagement through thought leadership and customer insight.

13:21 Content culture success.

15:57 Pushing boundaries with bold campaigns and events.

20:02 Building a content powerhouse.

22:22 Content strategy nuances.

25:50 Building a specialized content team and managing external agencies.

28:40 The impact of content cadence on audience engagement.

31:44 Simple metrics for measuring content success.

33:01 Engaging audiences where they are.

36:26 Strategic audience segmentation.

38:17 Consulting for content growth and marketing success.

40:02 Learn more about John Collins and get in touch.

41:12 Outro

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Useful Links:

Website: https://johncollins.cc/

John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/

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