If you have a dog, you know that we tend to treat dogs like people. Furry, barking, chewing, slobbering people ... But you know what I mean. We know dogs aren't the same as people, but their behaviors and personalities are so aligned with human behaviors and emotions that we treat them like people. Anyhow, I bring this up because I came across a LinkedIn post the other day about what you can learn from dog training about training and leading people.

The author of that post is my guest today! Joanna Bowzer is director of marketing at ClearVoice, a content production partner for brands of all sizes.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

I think most B2B marketers would agree that it's important for a company's leaders to be visible on social media, sharing ideas and stories. But most CEOs and other leaders don't have time to write articles and LinkedIn posts and such, and so the task falls to a copywriter, who does some research and, ideally, interviews the CEO and then tries to write something in their voice. The degree to which this process works to produce content that comes across as authentic and impactful depends on the skill of the writer, of course. But it also depends on the collaboration between the writer and the CEO, specifically the degree to which the writer is able to help the CEO articulate their thoughts and shape them into a coherent piece of content.

To explore the ins and outs of this collaboration, my guest is Oleksii Klochai, founder of Wizard on Demand, a content marketing firm for technical products and services.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Podcasting can be a great way to reach and engage an audience, create and repurpose a lot of content, and have meaningful conversations with people you want to get to know.

But starting a podcast can ALSO be a powerful driver for personal growth.

In this episode, Bryan Huhn, a financial advisor and host of the Affordable Freedom podcast, talks about how podcasting has helped him become more confident in meeting and having conversations with new people, becoming a better listener, and much more!

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

On this episode of The B2B Content Show, host Jeremy Shere is joined by James Grady, Director of Marketing Communications at Lockstep. They discuss the art of B2B storytelling and how it can help marketers connect with their audience. 

Highlights: 

• Understanding the concept of storytelling in a B2B marketing context
• The importance of understanding your audience and their pain points
• Using stories to paint a picture and appeal to your target audience 

Learn more about Lockstep

Connect with James on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Using SDRs and salespeople as content distribution channels is an intriguing concept, and Sarah Lessire, Director of Content Marketing at Gloat, has valuable insight on how to do it. In this episode of The B2B Content Show, hosted by Jeremy Sheer, Sarah explains how to optimize the process to ensure communications are value-packed, how to align content topics to sales use cases, and the importance of tracking engagement data.

 Highlights: 

• The value in diversifying distribution channels 
• Aligning content topics to sales use cases
• Creating incentives for SDRs and salespeople 
• The value of building relationships with sales teams 

Learn more about Gloat

Connect with Sarah on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

On this episode of The B2B Content Show, host Jeremy Shere speaks with Nick Wassenberg, Vice President of Marketing at Fulcrum . Nick and Jeremy discuss how to move beyond marketing to early adopters, and how to craft content that is tailored to different customer personas. 

Highlights:

• How to create a niche within a niche of manufacturing with targeted content 
• Different customer expectations for service level and product features 
• The importance of listening to customers and understanding the full value of your product 

Learn more about Fulcrum

Connect with Nick on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The B2B Content Show, host Jeremy Shere interviews Jennifer Durishin, Head of Marketing at Prodigal, a B2B SaaS startup, about her experience hiring for a content marketing manager. 

Highlights:

• Tips for dealing with the avalanche of applications that will come your way
• Why writing tops Jennifer's list of qualifications
• What Jennifer looks for in a writer

Learn more about Prodigal
Connect with Jennifer on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The B2B Content Show, host Jeremy Shere is joined by Ashley McAlpin, Head of Marketing at Rocker Box. They discuss building out a marketing function designed to drive revenue. 

Highlights: 

• Revenue marketing, and how is it different from other types of marketing
• How to look at content marketing through a revenue marketing lens
•  Examples of content created with a “revenue focus” 
•  The importance of focusing on the right KPIs 

Learn more about RockerBox

Connect with Ashley on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The B2B Content Show, host Jeremy Shere is joined by Vanessa Hartung, Director of Content Marketing at Varicent. They discuss how uncertain economic times can impact content marketing teams, and Vanessa shares examples of the type of content her team is now producing and why. Vanessa also outlines her thoughts on why it’s important to keep marketing during a recession. 

Highlights:

•  How Vanessa’s team has shifted their content marketing strategy to respond to the current economic outlook 
•  The importance of value-based content in uncertain economic times 
•  Why it’s important to keep marketing during a recession

Learn more about Varicent

Connect with Vanessa on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, grow brand awareness, and create better content. Learn more at connversa.com.

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

This week on The B2B Content Show, host Jeremy Shere talks with Olga Karanikos, VP of Marketing at Sales Screen, about pain point matrix. Olga explains how the matrix helps teams to organize the collective information they have and to create content that speaks to the customer. She also shares examples of pain points they've discovered in the performance area and how they use their content to create a trusted advisor role with customers.

Highlights  

•  What is a pain point matrix and how does it help sales and marketing teams to better understand their customers 
• How to discover and catalog hidden pain points 
• How a pain point matrix helps you create stronger content

Learn more about SalesScreen

Connect with Olga on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

This week on The B2B Content Show, host Jeremy Shere speaks with Katelyn Holbrook, Executive Vice President & Managing Director of V2 Communications. In this episode, Katelyn and Jeremy explore what branded content is, how it has evolved, and the value it brings to companies. Katelyn also draws on her experiences in the podcasting industry to explain how to build an audience and the importance of content and promotion. 

Highlights: 

- The value of branded content

- Challenges for B2B brands to create branded content 

- Building an audience with podcasting

- The importance of creating a community around your content 

Learn more about V2 Communications

Connect with Katelyn on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

 This week on The B2B Content Show, host Jeremy Shere speaks with Jodie Ruby, VP of Marketing at LXT, a global provider of trading data for AI, to discuss the best tips to create impactful thought leadership.

Highlights:

- How thought leadership demonstrates credibility and provides value to a target audience. 

- Understanding your target audience and their pain points 

- Collaborating internally and externally to gather data and insights. 

- Differentiating your content from the competitive landscape 

Learn more about LXT

Connect with Jodie on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

 This week on The B2B Content Show, host Jeremy Shere speaks with Ellie Hildebrand, Director of Content Marketing at Celigo about content operations. Together, they discuss how to optimize your content operations, how to maximize the mileage out of your content, and the best practices for creating and measuring content. 

Highlights: 

• What content operations is and why it's important 
• The importance of having a content strategy that is both fluid and tied to a business objective 
• Best practices for creating and measuring content performances
• The value of having an intake form to capture and prioritize content requests
• Utilizing templated tasks and a shared calendar to ensure visibility across teams 

Learn more about Celigo

Connect with Ellie on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Interviewing is easy, right? You just ask a bunch of questions, record the answers, and that's it. Of course, if you're a regular listener or if you know me at all, you know that's not true. Interviewing at a high level is an art & a science, involving complexities that are hard to appreciate until you encounter them. For example, people in positions of power, such as a CEO, are often very careful during interviews to not say the wrong thing. And so they lapse into corporate jargon and blandly recite the company's purpose and mission statement. As the interviewer, though, that's not what you came for. You want the real thing. But how do you get beyond the corporate facade and get the interviewee to open up?

To help us unravel this puzzle, my guest is Dean Nelson, founder and director of the journalism program at Point Loma Nazarene University in San Diego, founder and host of The Writers Symposium by the Sea, and author the book Talk to Me: How to ask better questions, get better answers, and interview anyone like a pro.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Matt Morookian, Director of Marketing at apexanalytix talks with Jeremy about building a rock-solid content marketing team.

Highlights:

• How Matt uses a game involving making up the plot of a movie as a team building exercise
• The value of using these exercises to motivate and bring your team together
• How the movie game builds camaraderie and helps Matt's team sharpen their storytelling skills 

Learn more about apexanalytix

Connect with Matt on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Owen Ray, Director, Content Marketing at Invoca, talks with Jeremy about producing quality content when budgets are tight.

Highlights:

• Why it doesn't work to turn off the content spigot when the economy goes south and turn it back on when the economy improves
• Why Owen started a "Content Council" and how it enables him to get internal buy in for content marketing
• How the Content Council facilitate conversations between sales, marketing, demand gen, and other functions and sparks ideas for better content

Learn more about Invoca

Connect with Owen on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Susan Tormollen, VP Marketing at PlanHub , talks with Jeremy about tips for creating a "State of the Industry" report.

Highlights:

• Why State of the Industry reports are such valuable types of content that deliver significant ROI
• How Susan's team produces Planhub's State of the Industry report and promotes it
• Strategies for gathering data for the report
• Using your point of view as a hook

Memorable quotes:

"I think the value is, there's multiple layers to it. The value to the people who read it is everybody is interested in what's going on in their industry. What are the trends? Are they the same as the rest of the industry? Are they different? What should they prepare for? So from a consumer standpoint, consumer as in the person that reads it, it's valuable and it's one of the top types of content that people will download or they'll attend a webinar for"

Learn more about PlanHub

Connect with Susan on LinkedIn


The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Kassidy Bird, VP of Marketing at Databook, talks with Jeremy about the value of financial data for content marketers

Highlights:

• The value that content marketers can get from financial data
• How to use financial data to pinpoint a company's pain points
• How to learn to read and make sense of financial reports

Learn more about Databook

Connect with Kassidy on LinkedIn

Memorable Quotes:

"You can usually look at the financials by business. So you can start to understand, maybe you're targeting Walmart, but you can understand that their subscription service business for their delivery unit is the one that's growing the most, but making the least amount of money.So maybe you wanna identify how you speak to how retailers like Walmart, big box retailers, can improve efficiencies while still maintaining that customer service expectation that is causing their subscription service to grow rapidly.

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Jeanine Prezioso, talks with Jeremy about what content content marketers can learn from journalists.

Highlights:

• The nature of the overlap between journalism and content marketing
• Valuable journalist skills Jeanine uses when creating content
• How content marketers can apply the "how, what, where, why" journalism method

Connect with Jeanine on LinkedIn

Memorable Quotes:

“As a content marketer, you are a storyteller. You are telling your potential prospects what your product does. So I would say that having a good ear for quotes is pretty important, and that is a skill that I definitely learned as a journalist. You're always actively listening to people and you're kind of taking it apart in your mind as they're talking to you and looking for what the real substances of what they're saying.”

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Sarah Falcon, VP of Global Marketing at Object Edge, talks with Jeremy about optimizing your content production workflow.

Highlights:

• The value of content production workflow
• How to balance processes in order to maximize content effectiveness 
• The importance of have the right team in place to execute the workflow

Learn more about Object Edge

Connect with Sarah on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Mark Emond, Founder and Executive Chair at Demand Spring, talks with Jeremy about podcasting as a marketing strategy

Highlights:

• How podcast content stirs conversation among your audience
• How podcasting can feature the people who make your business run
• Tips on measuring the ROI of your podcast strategy 

Learn more about Demand Spring

Connect with Mark on LinkedIn

Listen to Marketing Unplugged here

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Lora Osborn, Director of Marketing at Sentera, talks with Jeremy about proving the value of B2B content marketing.

Highlights:

• The problem with trying to tie marketing to revenue
• How and why Lora built marketing attribution models and who she uses them
• The value of anecdotal/qualitative data for marking a business case for marketing
• Why it's so important for sales to understand and support what marketing is doing

Learn more about Sentera

Connect with Lora on LinkedIn

Memorable Quotes:

"Having sales support and believe in marketing is huge. We all know that sales likes to knock on our door and ask for more, we always don't have enough one pagers. if only they had that one video, they could have closed that deal, but being able to have that relationship, being able to get that feedback from them again, they're going to be your window into the market.

"I think it's great to be able to tie marketing back to revenue because right there you show the value. You show the impact that you're able to have on the organization, but it also leads to some challenges because like I said, you're leaving out the most important part. How are you getting people to your website? How are you getting people to your content? How are you capturing them? And then how are you nurturing them along the way to make sure that they are warm leads that you're handing over to sales?"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Matt Bettis, Director of Marketing at Brightree, talks with Jeremy about the challenge of attribution in B2B content marketing.

Highlights:

• Why attribution is often such a big challenge for b2b content marketers
• Using correlation, not causation, to demonstrate the value of thought leadership content
• The importance of making a business case for marketing during an economic downturn

Learn more about Brightree

Connect with Matt on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Kelly Stewart, Content Marketing Director,at Apprentice.io talks with Jeremy about working with subject matter experts to get content for powerful storytelling.

Highlights:

• How Kelly cultivated strong working relationships with subject matter experts for a life science glossary project
• Figuring out which SME's to approach and how to get them to lend their time to your project
• How Kelly prepares to interview SMEs to make sure she gets the content she needs

Learn more about Apprentice.io

Connect with Kelly on LinkedIn

Life Science Glossary

Kelly's Website

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

4 years ago, when I started Connversa, I built a website using Wix, the drag and drop DIY website platform.

But I felt a little weird about it, because I had it in my head that REAL websites are built on Wordpress ...

AND that a website I built myself just wasn't good enough.

And so, after a few years, I hired a company to build me a real, professional Wordpress site.

But did I HAVE to do that?

Maybe, instead of paying a lot of money to get a brand new website, you can opt for hiring someone to improve your current site.

To help us work through this, my guest today is Niki Clark, founder and CEO of Niki Clark Marketing.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Tom Kuhr, Chief Marketing Officer at Greenfly, talks with Jeremy about how to leverage content to expand your marketing presence within existing enterprise accounts

Highlights:

• How to use personas to identify the challenges your mid-funnel content needs to address
• The importance of understanding your target's buying process, i.e. centralized procurement vs independent budgets
• Why your story needs to be repeatable and easy to understand

Learn more about Greenfly

Connect with Tom on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Sarah Beldo, Head of Content Marketing and Communications at Sanity.io, talks with Jeremy about the art & science of B2B storytelling

Highlights:

• Defining B2B storytelling: Creating a narrative that helps people connect with your brand
• Using classic storytelling techniques to create a hook that engenders a sense of curiosity
• The importance of centering storytelling on a main character or hero

Learn more about Sanity.io

Connect with Sarah on LinkedIn

Memorable Quotes:

"I know in storytelling, people tend to talk about these tropes that anyone can relate to, good versus evil.. David and Goliath is like common storytelling tropes. We can pretty much work those in some way or another to like this video, a social post. Even an SEO focused piece of content, I find it's like something that makes people. identify, want to read more, and eventually wins their hearts and minds."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nick Lioudis, Senior Content Marketing Professional, talks with Jeremy about what content marketers can learn from journalism.

Highlights:

• Journalism storytelling techniques that marketers can use to keep audiences engaged
• Foregrounding information that your audience cares about most
• Making it easy for your audience to skim content and grasp the main points

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Alex Kelly, Director of Digital Marketing at Ceros, talks with Jeremy about what B2B content marketers can learn from musicians.

Highlights:

• How studying music helps Alex balance the creative and analytics elements of content marketing
• What marketers can learn from musicians about working collaboratively
• The important role that trust plays in working as part of a marketing team

Learn more about Ceros

Connect with Alex on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Cynthia Stephens, Vice President of Marketing at Advisor360°, talks with Jeremy about creating content aimed at enterprises.

Highlights:

• Three things that set marketing to enterprises apart from marketing to small accounts: personalization, perspective, partner ecosystem
• Personalizing content for multiple personas within an enterprise account
• How marketers can partner with sales to build relationships with enterprise prospects

Learn more about Advisor360°

Connect with Cynthia on LinkedIn

Memorable Quotes:

"For me, there are three things that really set apart enterprise class storytelling from the content marketing and storytelling to maybe an SMB. So one is personalization, the second is perspective, and the third is really the partner ecosystem."

" Think about your partner marketing ecosystem and think about ways that you can kind of help build and leverage a community of these complimentary firms, right, where they're offering complimentary services to your audience, and really help use that as a way to create thought leadership and expand brand awareness"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nic Straut, SEO Lead/Content Creation Manager at NorthOne, talks with Jeremy about strategies for finding the best and more valuable keywords.

Highlights:

• Why keyword stuffing no longer works to generate website traffic
• Searching long-tail keywords for content ideas
• How to not get bogged down in trying to rank for high-volume keywords

Learn more about NorthOne

Connect with Nic on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Rusty Bishop, Chief Marketing Officer at Bigtincan, talks with Jeremy about creating late-funnel content.

Highlights:

• What works and what doesn't in late-funnel content creation
• Marketing and sales working together to get front-line people the content
• Machine learning to develop the right kinds of content that drives revenue

Learn more about Bigtincan

Connect with Rusty on LinkedIn

Memorable Quotes:

"There is the type of content that you would wanna provide to your customer facing teams when they are in the final stages of either closing a deal or perhaps it's renewing a client who's already a customer. So it's that late funnel, when it's getting close to being done."

"What you've gotta think about, especially in late stage, is,  do I have content that's addressing each of those personas that could be in that binder?  I think this is something people miss quite a bit, right? They assume I'm selling to CTOs, and I've got great content for CTOs, but it turns out that I didn't have anything for the CMO and they torpedoed the deal. That's the kind of thinking that we're trying to do here in late stage"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Pam Smith, Chief Marketing Officer at Globality, talks with Jeremy about the value of talking 1 on 1 with prospects.

Highlights:

• How talking with prospects helps you understand how they think
• Why it's important to hear how prospects talk and take note of the words they use
• Why both sales and marketing should be talking to prospects

Learn more about Globality

Connect with Pam on LinkedIn

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Cynthia Wakeford, Head of Content, Brand, and Public Relations at GoodTime, talks with Jeremy about the value and power of data driven reports.

Highlights:

• Why audiences tend to find data-driven reports so valuable and interesting
• Using a 3rd party company to collect data vs. collecting data yourself
• How to package and present data in a compelling way

Learn more about Goodtime

Connect with Cynthia on LinkedIn

Memorable Quotes:

"So, front loading the investment in getting good, clean, accurate data that really points to your prospect audience. I think it's, I think it's sort of a foundational element for a really solid data driven content strategy"

"Are you giving your audiences truly useful content? , is it interesting? Is it unique in some way? So spending a lot of thought and time before you even get into designing the survey or creating the survey, thinking about how this content is really gonna serve that audience, and then how you're going to get it out to that audience over and over and over again."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Ryan Raiker, Vice President of Marketing at AYR, talks with Jeremy about humanizing a highly technical/scary topic.

Highlights:

• Why the company changed its name from Singularity Systems to AYR (Are You Ready)
• Tips for developing messaging that connects with your audience's emotions, not just their intellect

Learn more about AYR

Connect with Ryan on LinkedIn

Memorable Quotes:

"Most people actually look at themselves as an important cog in the wheel of technology. They're not just looking at performing mundane tasks or looking to build technology from a, just a technical perspective, pretty much everyone is looking to make an impact in the world, in their employer, their work and really having an emotional connection to work."

"It's kind of like finding that passion, finding that purpose. Most folks want to have a desire to go to work, not to just sit in a chair and kind of crunch numbers or perform codes. So even the most technical people really get behind the idea  that AI can transform the world"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

We all know that case studies are among the most useful kind of content any B2B company can have. According to the 2023 SaaS Marketing Case Studies report, from Uplift Content, SaaS marketers ranked case studies as the most valuable type of content to increase sales. Other reports have found similar results in other industries. But the Uplift report also found that only 12% of SaaS marketers are very satisfied with their case studies. So, there's apparently lots of room for improvement.

To help us understand how companies can produce better case studies, my guest is Emily Amos, founder and CEO of Uplift Content.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Dan Lawrence, Head of Growth Marketing at Wrk, talks with Jeremy about building a framework for testing content.

Highlights:

• Defining "growth marketing," i.e. using data to pinpoint what's working and to keep improving content performance
• Doing content marketing like a scientist, i.e. building out hypotheses, running experiments, and measuring hypotheses against the data
• How to build a framework to test hypotheses

Learn more about Wrk

Connect with Dan on LinkedIn

Memorable Quotes:

"It's constantly building out hypotheses based off of what the goals are. And what the growth levers are that you need to pull based off of attaining those goals. And then really you're analyzing data after this, after you run experiments and seeing what works, what doesn't work, gathering feedback and then using that feedback to implement more permanent structures so you can build growth on top of that next"

"You draw out the entire customer life cycle and you map off the touchpoints of a customer life cycle and you sit down as a leadership team and and you figure out areas that you believe from an assumption or hypothesis perspective that could increase conversions or could help you get quicker to your goal as soon as possible"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Kelly Johnson, Sr Director of Content Strategy and Web Strategy at Lever, talks with Jeremy about the promises and perils for B2B marketers of investing time and resources in emerging content types, including TikTok, augmented reality, and virtual reality.

Highlights:

• The promises and perils of build content on "rented land," i.e. platforms that may not have a long shelf life
• Dealing with security concerns on new platforms
• How can B2B marketers use immersive experiences like VR? May be too soon to tell ...

Learn more about Lever

Connect with Kelly on LinkedIn

Memorable quotes:

"So I think that's a concern with any platform, to be honest with you. That's not your own. You always have to evaluate how much time and attention and investment you wanna make in it before if it should go away, you lose that appendage, so to speak, or that tool in your arsenal to create an audience"

"One of the challenges I've heard TikTok had was the purported breach that basically exposed some private data. Cybersecurity analysts discovered a breach of an insecure  server, that allowed TikTok storage to  be exposed and  which contains, personal user data, so that type of security breach gives me pause"

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Martin Morzynski, SVP of Marketing at StreetLight talks with Jeremy about getting customers to see your vision of what's possible.

Highlights:

• The importance of approaching marketing from an educational standpoint when introducing a new category to the market
• The huge value of customer testimonials
• The value of guesting on other podcasts

Learn more about StreetLight

Connect with Martin on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Tom Flierl, Vice President of Sales and Marketing at Amla Commerce, talks with Jeremy about creating a content marketing strategy in a multi-brand context.

Highlights:

• Strategies for managing marketing for two brands simultaneously
• How managing b2b marketing is like coaching a winning basketball team
• The importance or recruiting the right talent to execute your content marketing playbook

Learn more about Amla Commerce

Connect with Tom on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Cory Factor, President of Sportsdigita, talks with Jeremy about creating content that moves the needle.

Highlights:

• How to create a content strategy that nudges buyers towards taking a leap and talking to a sales rep
• The importance of getting ahold of customers quickly after a demo request
• Advice for marketing teams that want to make content that moves the needle

Learn more about Sportsdigita

Connect with Cory on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Chip House, Chief Marketing Officer at Insightly, talks with Jeremy about Email Personalization - Show Me You Know Me

Highlights:

• The idea behind "show me you know me" in email outreach
• The difference between authentic and inauthentic email outreach
• Data underutilized for personalized email outreach
• Tips on how to do personalized email at scale 

Connect with Chip on LinkedIn

Learn more about Insightly

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Eddie Saunders Jr, Head of Demand Gen at Flex Machine Tools talks with Jeremy about taking an empathetic approach to working with channel partners.

Highlights:

• The importance of using an empathetic approach in content creation and sales.
• Getting to know people and getting in their headspace
• Advice for marketing teams that want to take a more empathetic approach to working with channel partners

Learn more about Flex Machine Tools

Connect with Eddie on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Nick Day, VP of Sales & Marketing at Roundtable Learning, talks with Jeremy about the value of guesting on podcasts.

Highlights:

• How to find podcasts that are a good fit for you 
• How to pitch yourself as a podcast guest
• Tips for preparing to be interviewed and deliver good content

Learn more about Roundtable Learning

Connect with Nick on LinkedIn

Memorable Quotes:

"Like anything you know, takes consistency, persistence to keep reaching out to folks and. One outreach with no outcome doesn't mean you stop you, you reach out to 'em again because you gotta imagine being on their side."

"So the idea is finding those very specific podcasts, reaching out and telling them stories of what we're doing with our partners, our customers, and seeing if that's something that would be valuable to their audience to learn about."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Jasper Radeke, VP of Marketing at Pixis, talks with Jeremy about the best strategies for marketing to marketers

 Highlights:

• The challenges of marketing to people who know all the marketing techniques
• What NOT to do when marketing to marketers
• How marketing to marketers may allow you to take more creative risks

Learn more about Pixis

Connect with guest on LinkedIn

Jasper's Email: jasper.radeke@pixis.ai

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Matthew Kaplan, Senior Content Marketing Manager at Moloco, talks with Jeremy about creating compelling interactive content experiences.

Highlights:

• The value of interactive content experiences
• Examples of how to create interactive content that will engage your audience
• Advice for marketing teams that want to get started with interactive content

Links:

https://posthaste.mailchimp.com/

https://growth.design/case-studies/balance-psychology

Learn more about Moloco

Connect with guest on LinkedIn

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

The basic idea of content marketing is to publish stuff that's not all about your products and services but instead about your audience, their problems and pain points. At this same time, though, content DOES need to point to, or maybe gesture towards, your brand and your solution. Which can be tricky. How do you create content that's not so product and brand focused as so come across as overtly sales-y, while at the same time making a clear connection between the educational content you're publishing and your brand.

To help us unpack this challenge, my guest is Dale Harrison, founder of Inforda Life Science Services, a life sciences marketing agency.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Kelly Bolton, EVP, Marketing & Brand at OneScreen, talks with Jeremy about managing a remote content marketing team.

Highlights:

• The best strategies for managing a global team
• The pros and cons of working remotely
• How to leverage a remote team

Learn more about OneScreen

Connect with guest on LinkedIn

Memorable Quotes:

"You have to work harder at it. I believe you do. And be more deliberate about it. And it helps when you have a personality that joins the team, that enjoys being more deliberate about it."

"I think now people have a choice. And, I can't tell you the number of people that have told me before, I would never work remote. I would have to come into the office. I need, I really have to have that. And so many of them now feel like they couldn't go back to an office every day"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Sarah Fruy, VP of Marketing at Linqia, talks with Jeremy about the quest for a new conversational tone and hitting the reset button.

Highlights:

• What goes into conceiving  a new tone and then making it happen
• Effective strategies to implement a new conversational tone
• Advice for marketing teams that are hitting the reset button on their tone

Learn more about Linqia

Connect with Sarah on LinkedIn

Memorable Quotes:

"In influencer marketing it's all about authenticity and being real. And we work in a space where, you know, it's pretty instantaneous whether or not your audience is gonna respond to the messaging that you have or not"

"Sometimes people use big words to make themselves seem smarter and things like that. And at the end of the day, it's really like you need to keep things simple so that people understand what you're doing."

"People have different ways of explaining the business, and one of the things that I really wanted to do in taking over was sort of hit the reset button, get everyone to come back together, speak the same language, talk about the company in the same way"

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.

Steve Watt, Director of Market Insights at Seismic, talks with Jeremy about the value companies get from employees being active on LinkedIn.

Highlights:

• Why companies should encourage individuals to be active on LinkedIn
• What scares companies about their employees sharing personal thoughts on social channels
• The way platforms like LinkedIn are shaping the future of marketing

Learn more about Seismic

Connect with Steve on LinkedIn

Memorable Quotes:

"Really showing up and speaking up authentically on LinkedIn has been huge for me. I mean, it has accelerated my career. It's brought in business to my employer."

"I like to say it's the world's greatest ongoing business conversation and yeah it's amazing what happens when you embrace that mindset. You start to do everything different."

"There's no one right way, other than to say be a human and try to be helpful."

The B2B Content Show is produced by Connversa, a podcast production agency helping B2B brands connecting with prospects, generates TONS of content, and grow revenue. Learn more at connversa.com

The B2B Content Show is produced by Connversa, a b2b content agency that helps you showcase your special sauce and get your ideal customers to know, like, and trust you.

Hosted on Acast. See acast.com/privacy for more information.