Episodes
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In this episode, Nate and Ryan discuss simplifying content distribution. They highlight the common reasons why companies struggle with distribution, such as lack of bandwidth, fear of not having the expertise, and overcomplicating the process.
They emphasize the importance of having a schedule and incorporating distribution into the content creation process. They also suggest starting with one channel and gradually expanding, repurposing content, and measuring success through diverse metrics.
02:19 The Power of Repurposing Content04:19 Starting with What You're Good At08:03 Simplifying Distribution for More Reach19:12 Having Content for the Next Question24:17 Balancing Quality and Risk in Distribution29:41 Measuring Success Across Channels33:57 Moving Between Owned and External Channels -
In this episode, Nate Turner and Darren Chait discuss the power of a strong relationship between product and marketing in product-led growth (PLG) companies.
They highlight the importance of continuous integration between product and marketing teams throughout the growth journey and explore the role of the website in PLG companies and the need for personalized content based on user personas and journey stages.
The conversation touches on the impact of a strong brand on content strategy and the challenges of re-educating users about the full capabilities of a well-known product.
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Missing episodes?
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In this episode, Nate and Ryan discuss the challenges of navigating between the advice given by influencers and the reality of working in-house. They explore the need to discern between valuable advice and unrealistic expectations, as well as the importance of balancing done versus perfect.
They also provide practical tips for dealing with the influx of advice, such as unfollowing absolutists, saving ideas for future reference, and getting buy-in for new ideas.
03:02 The Challenge of Balancing Advice and Reality07:06 Navigating the Noise: Ignoring Absolutists09:57 Getting Buy-In for New Ideas: Setting Expectations21:03 Getting Buy-In for New Ideas: Finding Allies24:09 Testing and Revisiting Ideas: Adapting to Change -
In this episode, Nate Turner interviews Michael Goldberg, Director of Content Strategy at Freshworks, about multimedia storytelling and creating content for specific segments and personas.
Michael emphasizes the importance of understanding the audience and their needs when creating content. He shares his experience in tailoring content for different audiences, such as marketers, data scientists, and engineers.
Michael advises building strong relationships with product and sales teams to gain insights and create targeted content.
09:14 Focusing on the Outcome, Not the Features13:59 Practical Tips for Getting Started with Multimedia Storytelling26:32 The Shift to Being a Content Producer -
In this episode, Nate and Kevin discuss the concept of content decay and how it has evolved in 2024. They highlight the factors that contribute to content decay, explore the impact of AI overviews on content decay, and provide insights on how to properly address and fix content decay.
04:13 Old Factors and New Factors10:59 Addressing Content Decay14:55 Optimizing for SERP Features28:35 Differentiating Content for a Better User Experience -
Note: Unfortunately, the audio quality of this episode is poor. The discussion and insights from Kevin are valuable and worth a listen, or reading of the transcript, so we hope you can get past the low-quality audio and still take something away from it.
In this episode, Nate Turner and Kevin McLaughlin discuss Kevin's experience creating and distributing data reports for Bluevine. The report, called the Business Owner Success Survey (BOSS), focused on small business success and included insights on market sentiment, spending habits, and decision-making.
The report was distributed through various channels, including email, social media, and a drip marketing campaign. The format of the report was initially interactive, but there are plans to create a static PDF version as well.
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In this episode, Nate and Ryan discuss how to establish an editorial process that gets consistent results. They emphasize the importance of focusing on the post-writing phase of content creation and highlight the need for processes and systems to scale up content production.
They also discuss the importance of involving the right stakeholders at the right times and creating a single source of truth for consistent content.
06:03 Flexibility and Bend-Don't-Break Processes10:57 Conceptual Edits before Line Edits15:24 Creating a Single Source of Truth29:05 Planning Ahead and Building a Buffer -
In this episode, Nate and Kevin discuss the seven most common technical SEO issues. They cover topics such as website speed, mobile-friendliness, indexation issues, site structure, schema markup, and duplicate content. They also touch on three less common issues: improper localization, reverse proxy, and legacy scripts.
0:57 Website is too slow
4:52 Website is not mobile friendly
8:03 Indexation issues
12:10 Site structure
15:24 Internal linking
19:15 Schema markup
21:08 Duplicate/similar content
24:30 Three Honorable Mention Issues
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In this conversation, Nate and Ben discuss the differences in content strategy between SMB and mid-market/enterprise companies. Ben shares his experience transitioning from a VP of Marketing role to a Director of Content Marketing role and the decision to focus on content leadership.
They explore the challenges of targeting mid-market and enterprise companies, such as the higher cost of the product and the need to convince the C-suite. Ben emphasizes the importance of community and expert-driven content, as well as the need for multiple pathways to convert website visitors.
07:02 Differences in Content Strategy: SMB vs. Mid-Market/Enterprise 14:12 Multiple Pathways to Conversion: Engaging Website Visitors 27:41 Finding Connectors and Guides: Navigating the New Market Segment
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In this episode, Nate and Ryan discuss the concept of authority content and its importance in content marketing strategies. They define authority content as content that drives brand authority, influences a specific audience, and contributes to an industry or community.
They emphasize that authority content is different from SEO content, which is designed to drive traffic and conversions from organic search.
04:53 Elements of Good Authority Content
09:48 The Importance of Having a Strong Belief and Perspective
24:34 Exploring Distribution Channels for Authority Content -
In this episode, Nate and Kevin discuss the elements of a comprehensive organic growth strategy. They emphasize the importance of understanding the ideal customer persona (ICP) and how they buy, as well as having deep knowledge of the products or services being offered.
They also highlight the significance of competitive analysis, technical foundation, evaluating organic search opportunity, thought leadership, and distribution in a successful organic growth strategy.
10:39 The Importance of Competitive Analysis
15:08 Building a Strong Technical Foundation
26:24 Thought Leadership and its Role in the Strategy
30:40 The Significance of Distribution
37:13 Continuous Adaptation and Staying Up-to-Date -
In this episode, Nate Turner and Ryan Sargent discuss how to get the most out of a research report. They define a research report as a long-form written piece of content based on original data, such as first-party data or data collected through surveys. They highlight the benefits of research reports, including the ability to add something unique to the conversation, establish brand authority, and drive backlinks.
01:08 Defining a Research Report
07:36 Planning and Structuring a Research Report
13:32 Distribution Strategies for Research Reports
24:29 Repurposing Research Reports
30:35 Long-Term Impact of Research Reports
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In this episode, Nate Turner and Kamil Rextin discuss the differences between demand generation and brand awareness in marketing. They explore the importance of aligning on definitions and metrics, as well as the need to focus on both the top and middle of the marketing funnel. They also emphasize the significance of revenue operations (rev ops) in ensuring accurate measurement and performance tracking.
Overall, the conversation highlights the need for marketers to prioritize business outcomes and avoid getting caught up in semantics or overcomplicating marketing strategies.
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In this episode, Nate Turner and Kevin King discuss the 11 most common site migration issues when moving to a new CMS.
They cover topics such as internal redirect chains, no index tags left on, staging site getting indexed, canonical URL issues, URL structure changes leading to 404s, page speed and site performance declines, metadata loss, image issues, header tags and content formatting, site maps not updated, and JavaScript and tracking codes.
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In this episode, Nate Turner interviews Josh Palmer, the Head of Content for OnBoard, a board governance and collaboration platform. They discuss the growth of OnBoard over the past 12 to 24 months, with a focus on shifting from paid to organic traffic. They also explore the importance of building on an SEO foundation and expanding beyond traditional content marketing.
Takeaways
Shifting from paid to organic traffic can lead to more sustainable and efficient growthBuilding on an SEO foundation is crucial for content marketing successInternal marketing is essential for ensuring that content assets are utilized effectively within the organizationUnderstanding the customer and product is key to developing targeted and impactful contentMarketers should strive to have a business mindset and understand the broader context of their organization.Chapters
00:36 Overview of OnBoard and Growth
04:11 Benefits of Organic Growth
08:03 Expanding Beyond SEO
10:50 Progression of Content Marketing
13:34 Content as Fuel
15:38 Internal Marketing and Content Promotion
26:12 Adapting Plans and Building Momentum
34:26 Importance of Business Context for Marketers
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In this episode, Nate Turner and Ryan Sargent discuss the importance of content briefs in creating quality content. They explain that content briefs provide guidance and information to writers, ensuring that they understand what is expected from the content. The conversation highlights the components of a good brief, including the purpose of the content, style guide preferences, and subject matter expertise. They also discuss the pitfalls of relying solely on AI-generated briefs and emphasize the value of detailed briefs for success. Takeaways:Content briefs are essential for providing guidance and information to writers, ensuring the creation of quality content.A good content brief includes the purpose of the content, style guide preferences, and subject matter expertise.AI-generated briefs may lack originality and fail to differentiate content.Detailed briefs with specific instructions lead to successful content creation.Content briefs are valuable for both external contractors and internal writing teams.Chapters:
00:46 What is a Content Brief?
01:16 Importance of Content Briefs
02:22 Components of a Good Brief
04:21 Style Guide in Briefs
05:22 Subject Matter Expertise in Briefs
08:14 Additional Elements in Briefs
11:26 The Pitfalls of AI-generated Briefs
15:09 Detailed Briefs for Success
16:55 Briefs for Internal Writing Teams
18:17 The Importance of Introductions in Briefs -
In this episode, Nate & Kevin talk about several ways that B2B content teams drift from being aligned with business impact, why it matters, and what marketing leaders can do to resolve these issues.
Key moments in the conversation:
2:40 - Workflows bottlenecked with too many people involved
8:05 - Investment cases being made but not shared10:55 - B2B content marketing is expected to drive growth
15:45 - Mindset needed to drive growth
22:07 - Creating content on topics your competitors already cover
28:00 - Leverage reporting to drive alignment across the company
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On this week's episode of Content That Grows, Nate is joined by Alli Tunell, Director of Strategy at Sweet Fish, who talked about her approach to modernizing the content playbook.
In this episode, Alli shares why she believes there is a genuine desire for a change from the old content playbooks, how the team at Sweet Fish uses a podcast-forward approach to lay out the overall content strategy, and how to approach podcast experimentation.
Key moments in the conversation:
5:50 - What's causing people to adapt their content playbooks
9:00 - Talking trend predictions
11:00 - Pushing companies to go beyond the basic interview podcast
13:20 - Approaching podcast experimentation
25:45 - Stop letting AI create your ToFu content
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Welcome back to this week's episode of the Content That Grows. Nate was joined in the studio by Ramli John of Appcues to discuss using an audience-first approach to your marketing strategy.
In this episode, the two of them go over why audience-first approaches and evangelists can help your company grow effectively, who is doing this well right now, and what your company needs to think about to execute its own version.
Key moments in the conversation:
1:10 - What audience-first means and its advantages6:30 - The skillset needed to thrive as a company evangelist11:00 - What companies is this strategy working for?18:55 - Risks of building around an employee evangelist23:05 - Your creators need dedicated creation time -
Welcome back to the Content That Grows. This week, Nate spoke with Ryan Baum about his approach to creating content that uses authority to drive added value and trust for readers/viewers.
In this episode, Ryan gives us a first-hand look into why he believes authority is so vital for SaaS content and the ways he's been able to implement it into his strategies. This episode is for people who love getting a front-row seat into how other content marketers are processing the fast-changing digital marketing landscape.
Key moments in the conversation:
3:11 - Ryan's "Aha moment for prioritizing authority in content6:50 - Different SMEs for different responsibilities and products16:15 - Understanding authority and trust's impact on the reader27:50 - Exploring the relationship between trust and authority41:41 - Having multiple leaders with different goals - Show more
