B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

Feb 01 2024 14

B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing artwork

If you do B2B content marketing, you know that Content is King ... And queen, prince, duke, duchess--the whole damn court! Bottom line, for B2B marketers, content and content strategy are crucial. In this show, we explore the art & science, the opportunities and challenges, of B2B content marketing strategy, including:-What makes some content "sticky" and other content entirely forgettable-Scaling content without sacrificing authenticity and originality-Creating content with a point of view-Producing thought leadership content that actually leads-Repurposing content-Measuring content ROIJoin me, Jeremy Shere, as I discuss these and many more important and fascinating topics with B2B marketers, demand generation and growth professionals, and content marketing leaders from across the B2B landscape.
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What you can learn from dog training about training and leading people w/ Joanna Bowzer

Feb 01 2024 30 mins

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 wh

Writing in your boss's voice w/ Oleksii Klochai

Jan 30 2024 28 mins

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

Crafting a great elevator pitch w/ Jarie Bolander

Jan 25 2024 39 mins

In our age of remote everything, the elevator pitch is a bit of an anachronism. When's the last time you pitched an idea in an elevator? But the concept is still relevant and important! If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less. Now, crafting a great elevat

Re-examining the bottom of the funnel w/ Lashay Lewis & Tas Bober)

Jan 23 2024 22 mins

We're all familiar with The Funnel ... We know there's a top of the funnel, a middle, a bottom ... and everything in between. The top is where we just try to make prospects aware that we exist ... And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy .

How marketing can produce truly valuable leads w/ Quincy Johnson

Jan 18 2024 16 mins

One of the biggest sources of tension between marketing and sales is the quality of leads. From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on. Marketing hands these leads over to sales, thinking, we've done our part! But sales turns around and says, these l

Seeing marketing from a sales perspective w/ Joel Barker & Karl Steiner

Jan 16 2024 26 mins

In some very basic way. the purpose of marketing is to support sales. And so it stands to reason that the more marketers know about how sales actually works, the better. But marketers often have only a hazy understanding of what motivates salespeople and HOW they sell. I know that was my experience when I worked as a copywriter in the medical device industry. I actually went throug

Producing content that sales people use and value w/Nicholas Loise

Jan 11 2024 24 mins

There's nothing more frustrating for marketers than pouring your heart and soul into a piece of content, only to have sales reps ignore it or use it the wrong way. My guest on this episode has lots of experience dealing with this issue. He is Nick Loise, founder of Sales Performance Team, a leading fractional sales leadership and new business development firm. We talk about w

How to become a speaker w/ Juli Lassow

Jan 09 2024 28 mins

Have you ever thought about getting into speaking?If so, then this episode is for you. Juli Lassow, an entrepreneur, founder of JHL Solutions, and a frequent speaker. We talk about how to get started with speaking, how to overcome the fear of public speaking (right up there with death as many people's #1 fear!), how to use speaking opportunities to market yourself and your business

The value of importance of "buystander" personas w/Matthew Lewsadder

Jan 04 2024 27 mins

Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buye

Using content with product user and lifecycle data Ashley Litzenberger

Dec 19 2023 20 mins

It stands to reason that the most effective content is content that's informed by data. Specifically, data about what customers value about a company's products and services. The better you design a piece of content to speak to the specific needs, desired outcomes, and preferences of the people you're trying to sell it to, based on what you learn from your current customers, the be