Learn to Create, Curate, and Distribute Your Brand’s Story from the Latest Content Pros Podcasts

Have you been wondering who to follow in content marketing? With so many so-called experts and influencers in this industry, it can be a daunting task to find the best advice from people with real experience. Randy Frisch and I have gathered the best of the best in one place, just for you. They have real stories, lessons learned, and advice to help other marketers like you. This month, we’ve had the pleasure of adding Matthew Grant, David Fortino, Rick Wion, and Dan Levy to our archive of interviews with the best Content Pros around.

Join us over on the Content Pros Podcast to gain insights from these and other experts on strategies for successful conversion, reasons to prioritize content distribution, how to ask customers the right questions, and structuring your staff for the best results.

How Third-Party Content Converts Fans Into Customers

Many B2B marketers use content to move prospects through the sales funnel. However, rarely do marketers speak to customers, let alone know what a prospective buyer is looking for at any particular point in their journey. Too often content curation stems from speculation on the part of the content marketer, leading to trial-and-error marketing.

Matthew Grant, Director of Content Strategy for the Aberdeen Group, has experience with several tools that remove the guesswork from content. With a combination of third-party content, surveys, and old-fashioned detective work, any B2B content marketer can turn their campaigns into conversion machines.

Listen to Matt and learn more about these tips:

• Why finding out what your customers consider valuable is easy yet rarely done
• How content more often leads to identifying where a buyer is in their journey instead of pushing them along the funnel
• Why convincing content means sourcing it from outside your company

Why Content Distribution Matters More Than Curation

Many content marketers focus on the quality of their content and rest easy knowing that their audience will find, appreciate, and consume these high-quality posts.

But as David Fortino, Senior VP of Audience and Product at the NetLine Corporation, explains, it’s actually up to you as the content marketer to get your content in front of the customer. Without a solid plan to disseminate your material to a targeted audience, that excellently written, perfectly tagged, fascinatingly relevant post will go nowhere fast.

David’s approach to content curation, dissemination, and personalization will help any content marketer get their material in front of the right audience at the right time.

Join our conversation to hear David share:

• Why the quality of lead gen no longer means acquiring appropriate contact information

• How to move beyond personas and take your content to the next level of personalization

• How to better position your brand through content that’s shaped by data and client insights

Reputation Management Through Digital and Social Storytelling

From a background in journalism, to Social Media Director at McDonald’s, to his current position as the Senior Director of Consumer Engagement with The Kellogg Company, Rick Wion has been writing and developing content since age 17. Over time, Rick has learned the positive effect of conducting qualitative research to discover what kind of content your audience wants to hear, as well as the value in producing that content through a variety of storytelling methods.

He maintains a relationship with consumers by giving them an opportunity to ask the questions they want to know, then turning those questions and their answers into content. From there, Wion keeps the conversation going by polling his audience to make sure his content is consistently relevant, impactful, and new.

Rick has shared the following three insights:

• How to manage your brand’s reputation based on the quantitative research of what your audience wants
• The variety of approaches you can take to tell amazing stories
• Key differences in audience reach between a microsite and social media platforms

How Agile Content Marketing Powers Up Your Sales Funnel

One of the biggest challenges for modern marketers is how to structure your staff and set them up for success. It’s difficult to know where to start and how to focus your departments for maximum impact.

Dan Levy, Content Director at Unbounce, starts with distributing the workforce throughout a series of interdisciplinary squads working toward a common goal. Implementing this structure has given him unique insight into the pros and cons of existing setups, meaning he always knows when it’s time for a change. This knowledge will be incredibly valuable for any marketing manager looking to revolutionize their approach to content.

Here are three topics to look forward to in this episode:

• The importance of super-groups in cross-team communication
• How the traditional marketing channel structure leads to bumping against each other and wasted resources
• How cross-functional teams lead to a deeper dive into understanding the buyer’s journey

This monthly round-up of the weekly Content Pros podcast shares some takeaways from recent episodes. If you like what you've read (and heard), please subscribe to the show on iTunes or wherever fine podcasts are downloaded.

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