Avsnitt
-
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.
-
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
-
Saknas det avsnitt?
-
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
-
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
-
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.
-
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.
-
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
-
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
-
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
-
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 -
Welcome back to another episode of the Content that Grows. This week, Nate sat down with Stuart Balcombe, Head of Growth at Arrows, to talk about finding key wins without competing with how and where everyone else is.
In this episode, they cover how to increase your odds of finding these opportunities, how Arrows found their content-market fit and what that content looks like, and Stuart's least favorite marketing conversation on social media right now.
Key moments in the conversation:
1:20 - What does it mean to find low/no-competition wins?7:25 - How do you find these low-competition opportunities?11:40 - Taking a product management approach to find opportunities faster20:00 - Examples of content that has worked this way for Arrows34:10 - Stuart's least favorite marketing conversation happening on social -
This week marks the 50th episode of the Content That Grows. In it, Kevin and Derek are discussing a topic that's still a moving target: Google's SGE.
In this episode, the two of them discuss what it is, what's changed since Google first announced SGE, and how teams can best prepare for its launch.
Key moments in the conversation:
1:40 - What is SGE and what's it able to do?6:15 - Why SGE is so challenging to discuss right now?11:00 - Our responses to SGE opinions floating around the internet18:30 - How to approach learning to use SGE in your SEO plan24:21 - Beware the SGE fearmongering consultants -
This week, Nate and Lauren Funaro from Scribe sat down to discuss the why and the how behind their investment in SEO and Content this year.
In this conversation, they cover Scribe's decision to get started with an aggressive SEO strategy, what their return has been, how much content they're producing, and how they achieve high volumes with a small team + contractors.
Key moments in the conversation:
0:55 - What convinced Scribe to go all-in on SEO & content6:10 - How are your different teams convening and finding alignment10:40 - How Scribe's product informs their content17:32 - SEO is about answering the question well, not creating a novel18:33 - What you'll need in place to publish consistently -
In this week's episode, Nate sits down with Ronnie Higgins of OpenPhone for an in-depth conversation about the current state of content marketing.
They cover a range of exciting topics like how Ronnie and OpenPhone have diversified content offerings after building an initial revenue engine, the original speech that coined the term, "Content is King" and the interesting place we're in as an industry as a result of individual creators and media company emulation.
Key moments in the conversation:
2:00 - The end of content marketing as we know it...what does that mean?9:50 - What the death of B2b content looks like16:15 - The evolution of content at OpenPhone over the past two years28:37 - How to talk about investing in new channels with decreased visibility48:28 - Why the media company conversation is Ronnie's least favorite happening right now -
Nate is joined by Natalie Marcotullio, Head of Growth and Operations at Navattic, this week to continue a conversation that more and more PLG companies are having: Should we build an interactive product demo?
In this episode, the two of them discuss why this style of demo is so effective, how people are getting them in front of their prospects, and how teams are measuring their impact.
Key moments in the conversation:
1:10 - The obvious & non-obvious impact of interactive demos4:50 - Ways you get interactive demos in front of people8:45 - Combining SEO and the use of product demos13:35 - How are teams measuring the effectiveness of interactive demos17:45 - Why Natalie joined Navattic after using the product -
This week we're joined by Andrew Capland, founder of Delivering Value, where he provides 1:1 career coaching to Heads of Growth and advises B2B SaaS teams on product-led growth.
In this episode, Nate and Andrew cover everything from interactive product demos to effective content types they've experienced working with PLG SaaS companies.
Key moments in the conversation:
1:20 - Why Andrew's bullish on interactive product demos10:20 - Different demo experiences for different companies19:53 - Segmenting prospects by their experience level21:55 - Content that feeds people into the product32:24 - Mistakes companies make when implementing a PLG go-to-market motion - Visa fler