We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
I read, hear, and watch marketers talk about it all of the time and I still don’t really know what it means.
Is it an SEO thing? Is it a content refresh thing? Is it a distribution thing? Maybe, all of the above?
Nate Turner was the first marketer at Sprout Social and helped build their inbound engine to $100m. He took the momentum from this experience to build Ten Speed, a content optimization agency helping SaaS marketers grow MRR with SEO and revenue focused content.
I’ve learned a ton from Nate and during an episode that we dropped last week he helps put definition around content optimization and shares how he helps his clients maximize each piece of content that they create.
Changes outside of the marketer's control have caused a pullback of resources, headcount, and support for many marketing teams. Marketers are being asked to do more with less and goals are bigger than ever before. The content marketing programs that we've built to get attention, drive awareness, create interest, and establish trust are being scrutinized because of the struggle to tie that work to revenue related outcomes. Instead of scrambling to answer the question, "What's the ROI of our content marketing program?" it’s time to start communicating with conviction about content marketing's impact on the bottom line.
Earlier this year we hosted a virtual event with some of my favorite leaders in B2B content to try to answer the content ROI question of it all. Today, we decided to release the event on the Modern Day Marketer feed to maximize the exposure to this awesome conversation with Sangram Vajre (Co-founder, CEO - GTM Partners), Thomas Peham (VP of Marketing - Storyblok), Nate Turner (Co-founder, CEO - Ten Speed), and Amrita Mathur (VP of Marketing - Superside).
In this episode we cover:
- Culture of content: Why it’s critical to build the right culture around content before even asking questions about ROI
- Conversion and attribution: Ways that we can start tracking without hindering progress
- Content distribution: How content distribution can be the secret weapon when searching for the ROI of our content marketing programs
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