Content, Briefly

In this episode of Content, Briefly, Jimmy and Eric chat about what it really means to be “strategic” in content marketing and career growth. They unpack how strategy goes beyond tactics to impact business outcomes, and why shifting from a craft-focused mindset to a results-driven approach is key. Jimmy and Eric share practical advice on gaining strategic experience, especially in smaller teams, and discuss emerging roles like content engineers using AI to scale content. Tune in for insights on balancing creativity with data, delegating effectively, and navigating career growth in today's fast-evolving content landscape.Thanks to our friends at dofollow.com for supporting "Content, Briefly." Learn more at dofollow.com.Register for our upcoming webinar on content attribution and revenue impact here: https://lu.ma/5o3ccibiCheck out Superpath Pro and try it free for 30 days: https://www.superpath.co/************************Useful Links:Eric on LinkedIn: https://www.linkedin.com/in/edoty/Superpath Slack CommunityIf Management is the Only Way Up, We're All F'dThe Rise of the 10x Content EngineerBuy Back Your Time************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Jimmy talks with Tom Rudnai, founder and CEO of Demand Genius, about bridging the gap between content and revenue. Tom, a former sales rep turned entrepreneur, explains how Demand Genius links website engagement with CRM data to help marketers attribute content ROI and make smarter decisions across the buyer's journey. They discuss the evolving role of content in B2B sales, the challenges of content attribution, and why content teams must lead internal conversations to prove their impact on pipeline and revenue. Tune in for practical insights on optimizing content experience, sales-marketing alignment, and balancing data with creativity in today's fast-changing landscape.Thanks to our friends at dofollow.com for supporting "Content, Briefly." Learn more at dofollow.com.Register for our upcoming webinar on content attribution and revenue impact here: https://lu.ma/5o3ccibi************************Useful Links:Tom on LinkedIn: https://www.linkedin.com/in/edoty/Website: https://www.demand-genius.com/Does every marketing channel *actually* suck right now?Every marketing channel sucks right now************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Jimmy and Eric explore how the content marketing skillset is evolving in the age of AI. They discuss the shift from mastering writing alone to becoming multidisciplinary marketers who balance craft, business thinking, and new tools. Eric shares his experience as a solo marketer navigating AI's opportunities and challenges, from speeding up workflows to the risk of shortcutting skill development. Tune in for practical insights on content ops, customer research, and what it means to be a modern content marketer in 2025.This episode is supported by our friends at Demand-Genius. Your content impacts revenue. Demand-Genius shows you how, so you can focus on creating great content, while Demand-Genius makes sure your team gets credit for the impact it has. You can learn more here.************************Useful Links:Eric on LinkedIn: https://www.linkedin.com/in/edoty/Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/Vibe Coding Workshop: https://www.superpath.co/blog/vibe-coding-for-content-marketers************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this special 100th episode of Content, Briefly, Jimmy welcomes Kevan Lee and Shannon Deep, co-founders of Bonfire, a brand advisory focused on B2B SaaS. Kevin and Shannon share their unconventional career paths from content and marketing roles at companies like Buffer and Oyster to launching their own agency. They break down what brand reallymeans in the B2B space—why it's more than just a logo or tagline, how it connects to authentic purpose, and why it's critical for differentiation in today's crowded, commoditized market. Tune in for practical insights on building brand foundations, balancing emotional and logical appeals, and why content teams should care about brand now more than ever.You can learn more and book a demo. All Superpath members get 20% off the first year.************************Useful Links:Kevan on LinkedIn: https://www.linkedin.com/in/kevanlee/Shannon on LinkedIn: https://www.linkedin.com/in/kevanlee/Website: https://www.aroundthebonfire.comBonfire Campout: https://campout.aroundthebonfire.com/Bonfire Newsletter: https://newsletter.aroundthebonfire.com/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Jimmy chats with Mariela Azcuy, VP of B2B Strategy and Executive Communications at Carve Communications. Mariela shares her career path from agency PR to in-house roles and back, and unpacks how Carve helps tech clients navigate today's complex media landscape. She discusses the evolving definition of PR, the importance of narrative-building, and how AI is transforming agency work. Tune in for practical advice on bridging the gap between content and PR, and learn how to get your brand's story noticed in a crowded market.Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.************************Useful Links:Mariela on LinkedIn: https://www.linkedin.com/in/marielaazcuy/Website: https://carvecomms.com/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Super Path, Jimmy chats with Carly Baker from HubSpot, a legendary content marketing company. Carly shares her journey from being a professional musician to leading media partnerships at HubSpot. She discusses the evolution of the HubSpot Media Network, the importance of an audience-first approach, and the metrics driving content decisions for podcasts and YouTube channels. Tune in to learn how Carly navigates the complexities of media partnerships and her insights on the future of content marketing.Huge thanks to Ten Speed for sponsoring this episode. Schedule a consultation and mention "Superpath" for 10% off.************************Useful Links:Website: https://www.hubspot.comCarly on LinkedIn: https://www.linkedin.com/in/carlycbaker/The Radical Freedom of 'Wherever You Get Your Podcasts'The Secrets Behind Successful Corporate Engineering Blogs************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Jimmy chats with Dan Levy, founder of Storyline. Dan shares his journey from Spark Sheet to launching Storyline, a business focused on strategic storytelling for B2B tech companies. He discusses the importance of positioning, crafting compelling narratives, and how his background in journalism shapes his approach to content marketing. Tune in to learn how Dan helps companies distill their vision and positioning into powerful stories that drive marketing and sales efforts.Thanks to our friends at Brevo for sponsoring this episode. Get started for free or use code SUPERPATH to save 50% on Starter and Business Plans for the first 3 months of an annual subscription. Try Brevo today and elevate your marketing efforts!************************Useful Links:Website: https://danjlevy.com/Dan Levy on LinkedIn: https://www.linkedin.com/in/danjlevy/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Jimmy chats with Winona Rajamohan, the one-person content team at Smartcar, discusses her role managing the Smartcar Blog and Newsletter. She shares her journey from Hire Easy to Smartcar, an API platform that helps developers build apps for cars. Winona dives into marketing strategies for diverse verticals, the use of AI in content creation, and the significance of their state of connected car apps report.Tune in to explore the evolving landscape of connected cars and the innovative ways Winona is leveraging content and AI.************************Useful Links:Website: https://smartcar.com/Winona on LinkedIn: https://www.linkedin.com/in/winonarajamohan/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Jimmy chats with Chelsea Castle, Head of Content and Brand at Close. Chelsea discusses her transition from journalism to tech, her role at Close, and their content and brand strategies. They explore the evolving landscape of SEO and social media, Close's LinkedIn sprint, and the use of AI in content creation.This episode is sponsored by our partners at Shuffle. Simply upload your logo and provide a description of your video, and Shuffle will craft a complete video concept for you, including the script, animation, and storyline tailored to your brand. Click this link to begin your free trial and discover how Shuffle can simplify your video production workflow.************************Useful Links:Website: https://www.close.comChelsea on LinkedIn: https://www.linkedin.com/in/johnfdoherty/Steli Efti on LinkedIn: https://www.linkedin.com/in/steliefti/Desiree Echevarria on LinkedIn: https://www.linkedin.com/in/desireeechevarria/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Jimmy chats with Michaela Cavallaro, Executive Editor and Partner at The Writing Company. Michaela shares her journey from journalism to becoming a partner at an editorial agency. They discuss the evolution of content marketing, the impact of AI on content creation, and the importance of strong client relationships. Michaela also highlights The Writing Company's unique approach to writing and client empathy.Check out TWC's Favorite Reads of 2024 for the best books they've read this year, spanning new and old, fiction and nonfiction.************************Useful Links:Website: https://www.thewritingcompany.com/Michaela on LinkedIn: https://www.linkedin.com/in/michaelacavallaro************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of SuperPath, Jimmy interviews John Doherty, founder of Editor Ninja and Credo. They discuss John's extensive career in content and SEO, his experiences working for companies like Zillow and Distilled, and his journey into entrepreneurship. The conversation covers the evolution of content marketing, the impact of AI on content creation, and the behind-the-scenes business aspects of running content-focused companies.Thanks to our friends at Brevo for sponsoring this episode. Get started for free or use code SUPERPATH to save 50% on Starter and Business Plans for the first 3 months of an annual subscription. Try Brevo today and take your marketing to the next level!************************Useful Links:Website: https://editorninja.comJohn on LinkedIn: https://www.linkedin.com/in/johnfdoherty/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of SuperPath, Jimmy chats with Charlie Romberg, an AI-native freelance writer based in Boulder, Colorado. Charlie shares his journey from corporate finance to freelance writing, leveraging AI tools to enhance his content creation process. They discuss how AI assists in brainstorming, drafting, and refining articles, and the evolving landscape of content marketing.************************Useful Links:Charlie on LinkedIn: https://www.linkedin.com/in/charlie-rhomberg-91725abb/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, host Jimmy interviews Maiva Cifuentes, founder and CEO of Flying Cat Marketing. They discuss Maiva's role, Flying Cat Marketing's operations, the intricacies of localization and internationalization, the emerging field of Generative Engine Optimization (GEO), and more.This episode is brought to you by our friends at Shuffle. Import your logo and describe your video, and Shuffle will generate your entire video concept: script, animation, and a storyline that fits your brand. Use this link to start your free trial and see how Shuffle can streamline your video production process.************************Useful Links:Website: https://flyingcatmarketing.comMaeva on LinkedIn: https://www.linkedin.com/in/maevaeverywhere/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of SuperPath, Jimmy interviews Ashley Faust, Head of Lifecycle Marketing Portfolio at Atlassian. They discuss Ashley's role, her journey at Atlassian, the intricacies of lifecycle marketing, and the importance of content in various marketing functions.This episode is brought to you by our friends at Tenspeed. Use this link to schedule a time to learn more, and don't forget to mention "SUPERPATH" to receive an exclusive offer of $1,000 off your first month.Unlock the secrets to restoring consumer trust and creating impactful marketing journeys with "Human-Centered Marketing" - use code KOGANPAGE20 for an exclusive discount!************************Useful Links:Website: https://www.atlassian.com/Ashley on LinkedIn: https://www.linkedin.com/in/ashleyfaus/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, host Jimmy interviews Greg Healers, co-founder of Jolly SEO. They discuss Greg'srole, Jolly SEO's operations, the impact of AI on SEO and link building, and more.This episode is brought to you by our friends at Tenspeed. You can use this link to schedule a time to learn more, and be sure to mention SUPERPATH to receive $1,000 off your first month.************************Useful Links:Website: https://jollyseo.com/Greg on LinkedIn: https://www.linkedin.com/in/gregheilers/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this ‘Year in Review' episode of Content, Briefly, Jimmy Daly, Co-founder of Superpath shared his overview of the year, what to expect for 2025, and things to be mindful of in the next year.************************Timestamps:00:00 Intro01:23 What to expect for 2025 (& beyond).04:08 Content marketing predictions.07:30 Things to be mindful of.12:13 Wrapping up with a positive message.12:46 Thank you.************************Useful Links:Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Heike Young, Head of Content & Integrated Marketing at Microsoft, and discussed Enterprise content, the day-to-day, her short-form videos on LinkedIn, the benefits of doing creative work, and more.This episode was brought to you by our friends at Brevo. Try Brevo for free or use the code SUPERPATH to get 50% off for the first three months of any annual plan.************************Timestamps:00:00 Intro03:34 Who is Heike Young?03:53 Heike's background.04:52 Why is Heike creating more content on LinkedIn?08:55 How to be more creative.11:23 Benefits of being creative.12:59 What content looks like at Salesforce and Microsoft.15:57 A review of 11 years in the Salesforce content team.20:42 Differences in content between enterprises and smaller companies.22:51 How important is prioritization?29:23 What excites Heike about B2B content?31:18 Learn more about Heike and Microsoft and get in touch.32:39 Outro************************Useful Links:Website: https://microsoft.comHeike on LinkedIn: https://www.linkedin.com/in/heikeyoungHeike on Twitter: https://x.com/youngheike************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Tracey Wallace, Director of Content Strategy at Klaviyo, and discussed her job responsibilities, Klaviyo's content team operation, Tracey's weekly newsletter, and more.This episode is brought to you by our friends at Shuffl (https://shuffll.com/). ************************Timestamps:00:00 Intro03:48 Who is Tracey Wallace?04:12 Tracey's background. 06:50 Contentment newsletter.08:37 What is working in content marketing?11:41 The rising of events and in-person stuff.13:07 Klaviyo launching an IPO.15:12 What's changing at Klaviyo?19:13 How Klaviyo's content team serves the other orgs.23:17 Challenges of cross-org collaboration. 24:51 Remote becomes the norm.27:17 Klaviyo objectives and personal goals.28:44 Learn more about Tracey and Klaviyo and get in touch.29:12 Outro************************Useful Links:Website: https://www.klaviyo.com/Contentment Newsletter: https://workweek.com/discover-newsletters/contentment-newsletter/Tracey on LinkedIn: https://www.linkedin.com/in/traceyrwallacehttps://www.superpath.co/blog/episode-2-klaviyo-how-tracey-wallace-operationalized-success ************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

To get Superpath Pro's BFCM deal, go to superpath.co and use the code "blackfriday2024".In this episode of Content Briefly, we interviewed Eric Doty, Content Lead at Dock and Head of Community at Superpath, and discussed what he's up to, his content plans for 2025, the relaunch of Superpath Pro, and more.This episode is brought to you by our friends at Stacker. ************************Timestamps:00:00 Intro04:22 Who is Eric Doty?05:15 Dock's content program for 2025.08:19 SEO component at Dock.09:33 Eric's thoughts on SEO.13:48 Creating different content types for customer enablement.15:33 The lesson from a one-person team.19:51 What's coming for Dock in 2025?22:54 Repurposing podcast into newsletter.24:54 Back to basics.26:54 Virtual event fatigue.28:41 How does Eric optimize his time?30:54 Superpath Pro relaunch.33:19 Monthly 1:1 calls.34:51 Building an app for Superpath.36:16 Learn more about Eric and Dock and get in touch.36:54 Outro************************Useful Links:Website: https://www.dock.us/Eric on LinkedIn: https://www.linkedin.com/in/edoty/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Matt Hodges, Head of Product Marketing at Equals, and discussed Equals blog ‘Wrap Text', the Substack component of it, their unique perspective, and more.This episode was brought to you by our friends at Brevo. Try Brevo for free (https://www.brevo.com/welcome-superpath/?utm_medium=partnership&utm_source=superpath&utm_campaign=45597) or use the code SUPERPATH to get 50% off for the first three months of any annual plan.************************Timestamps:00:00 Intro04:17 Who is Matt Hodges?04:46 Matt's background.07:49 Matt's attraction to product-first companies.09:54 What's Equals?11:30 What's the scope of Matt's role at Equals?16:32 Wrap Text originality and topic selection process.25:33 Why did they choose Substack? 28:57 Growing audience through Substack.31:33 Matt's thoughts on content marketing.36:35 Learn more about Matt and Equals and get in touch.37:27 Outro************************Useful Links:Website: https://equals.com/Blog: https://wrap-text.equals.com/Matt on LinkedIn: https://www.linkedin.com/in/mattnhodges/Matt on Twitter: https://x.com/mattnhodges************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Lane Scott Jones, Director of Content Marketing at Zapier, and discussed the growth of Zapier content production, optimistic perspectives on SEO, content diversification, and more.This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/).************************Timestamps:00:00 Intro03:28 Who is Lane Scott Jones?03:58 Is it overwhelming to write content for Zapier?06:20 Automation in the day-to-day.08:46 How has content at Zapier changed?13:00 Increased content production and team at Zapier.14:03 Percentages of net new content and content updates.15:09 Corporate marketing and Lane's new responsibilities.17:26 Brand activities and the ‘customer love' metric.18:52 Organic strategy is changing.20:32 ZapConnect and its evolvement into a community.23:11 Thoughts on the future of content marketing.26:51 Learn more about Lane and Zapier and get in touch.28:06 Outro************************Useful Links:Website: https://zapier.com/Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco

In this episode of Content Briefly, we've interviewed Emily Triplett Lentz, Senior Manager, Content Marketing at Calendly, and discussed how she balances PLG and sales-led motion simultaneously, her thoughts on verticalizing content, where video and social fit into her 2024 plans, and the why behind her team's ‘AI hackathon'.This episode is brought to you by our friends at SHUFFLL.************************Timestamps:00:00 Intro03:54 Who is Emily Triplett Lentz?04:13 Emily's background.05:06 Calendly's journey from startup to enterprise.06:36 Balancing PLG and sales-led motion simultaneously.07:47 Calendly's content strategy.10:38 Rethinking content amid challenges.13:01 Calendly's team structure and operations.15:56 Creator-led distribution.18:17 Content verticalization & cross-team collaboration.22:23 Internal & external content creation.23:57 Important metrics for evaluating content performance.25:10 The role of product marketing in PLG motions.26:43 Communication tools for team collaboration.28:16  Content prioritization and OKRs.29:36 Balancing new and existing content.31:57 Example of a successful content piece.34:27 Personal reflections on scheduling links.36:40 Calendly's AI summit.40:48 Learn more about Emily and Calendly and get in touch.41:35 Outro************************Useful Links:Calendly Website: https://calendly.com/Emily's notes from the AI Summit: https://docs.google.com/document/d/168gn06_v0zQ9mUJf-qLCOJ7FFSIw0P4RRwXyUFTXR1o/edit?usp=sharingEmily on LinkedIn: https://www.linkedin.com/in/emilytriplettlentz/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel. 

In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more.This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).************************Timestamps:00:00 Intro03:46 Who is Michael Lowe?04:25 Michael's background.05:22 What is Clari?08:29 How did they evaluate the idea of category creation?10:27 Price point at Clari and how it affected the category creation.13:26 Is category creation harder than “regular” content marketing?16:17 Coining a term vs. category creation.19:43 Category creation playbook.24:29 Content measurement in category creation.27:22 Learnings from the category creation process.31:19 Learn more about Michael and At-Bay and get in touch.32:20 Outro************************Useful Links:Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/Website: https://www.at-bay.com/Clari: https://www.clari.com/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Robyn Showers, Director, of Content Marketing at Apollo.io, and discussed what it is like to be in a mature company with an established content program, the story behind Apollos' book publishing, and more.This episode is brought to you by our friends at Minuttia (https://minuttia.com).************************Timestamps:00:00 Intro03:03 Who is Robyn Showers?03:35 Robyn's background.06:25 What is Apollo.io?08:39 Writing approach at Apollo.io.10:37 Apollo.io's content program.13:53 The story behind the Outbound Sales book.19:01 The process for writing and publishing the book. 22:33 What is Appolo Magazine?26:10 Managing the content program for an established company.31:48 How are the industry changes affecting Apollo's content strategy?36:28 Learn more about Robyn and Apollo.io and get in touch.37:19 Outro************************Useful Links:Robyn on LinkedIn: https://www.linkedin.com/in/robynshowers/https://www.apollo.io/academy/guides/pipeline-generationhttps://www.amazon.com/dp/B0DHJ7VWJ9************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Hila Bouzaglou, Founder of Shelf, and discussed the specialization in niche content (e.g., supply chain), building a company culture, tackling difficult content topics, and more.This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/).************************Timestamps:00:00 Intro02:44 Who is Hila Bouzaglou?03:26 Hila's background.05:35 The origins of Shelf.06:44 Solving the challenge of subject matter expertise.09:35 The customer lifecycle at Shelf.12:44 Building subject matter expertise internally.15:42 Where do they find writers?18:43 Practical application of AI in research for content writing.23:13 Quality assurance for produced content.25:36 The team dynamics at Shelf.30:47 Building the muscle by doing hard work.32:48 Learn more about Hila and Shelf and get in touch.33:10 Outro************************Useful Links:Book a call with Hila here: https://shelf-made.com/heavyweight-b2b-content-marketers/Hila on LinkedIn************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Kasey Fleisher Hickey, Senior Director, Brand and Content at Attentive, and discussed the product, prioritizing daily tasks, creating impactful content, how content and brand overlaps, and more.This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/).************************Timestamps:00:00 Intro02:56 Who is Kasey Fleisher Hickey?03:17 Kasey's background.04:13 What is Attentive?04:58 Black Friday and Cyber Monday marketing campaigns.06:14 Experience leading content at Attentive for 4 years.08:08 Content as a program vs. content as a service.11:03 Content team structure at Attentive.12:10 Setting boundaries between other teams.17:40 Content prioritization and being disciplined.20:03 How brand and content overlap. 21:49 Brand team at Attentive.23:23 Brand as a differentiator.25:20 Building a consistent experience for customers.27:45 Doing more with less.29:56 Learn more about Kasey and Attentive and get in touch. 30:34 Outro************************Useful Links:Kasey on LinkedIn: https://www.linkedin.com/in/kaseyfleisherhickey/Job opportunity: https://jobs.lever.co/attentive/85271a21-692b-42ca-866d-a28e56e94624Website: https://www.attentive.com/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Tommy Walker, Founder of The Content Studio, presented his State of (Dis)Content and discussed the survey's insights, learnings, and more.Access the full report here: https://www.thecontentstudio.com/the-state-of-discontent/This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/).************************Timestamps:00:00 Intro03:41 The ‘why' behind The State of (Dis)Content.07:38 Tommy's thoughts on the report.09:20 Key survey information.11:58 The good news.15:23 The not so good news.23:49 The really bad news.25:38 Tommy's most creative and fulfilling period.28:08 The worst news of all.29:09 Reasons for not doing market research.41:40 What has Content Marketing discontent?43:13 Job market sentiment.48:37 Management and getting executives to buy in.57:30 Q&A session.58:01 What does it mean to be a content marketer today?1:03:47 How to do audience research.01:09:55 Wrapping things up.01:11:30 Outro************************Useful Links:The State of (Dis)ContentTommy on LinkedInThe Content Studio************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

Signup for Superpath Pro here → https://www.superpath.co/ And use code "ericdoty" to knock 20% off.************************In this episode of Content Briefly, we've discussed with Eric Doty about his new role as Head of Community at Superpath, relaunching Superpath Pro, one-on-ones for pro members, and all the fascinating things we're working on.This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).************************Timestamps:00:00 Intro03:12 Eric Doty becomes Head of Community at Superpath.05:42 Existing plans and transitioning to the Superpath Pro tier.08:33 What's included in Superpath Pro?10:28 Building connections through the community. 12:27 Superpath's courses series.13:58 Upcoming initiatives.15:08 Building software. 16:24 Enjoy the launch of Superpath Pro.17:52 Outro************************Useful Links:https://www.linkedin.com/in/edoty/https://superpath.co************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Jessi Craige Shikman, Editor at First Round Capital, and discussed how the First Round Review operates, some of the best interview tips,  how she empowers writers with good editing and feed processes, and more.This episode is brought to you by our friends at Duckbill (https://www.getduckbill.com/). Use code SUPERPATH for 50% off for the first two months.************************Timestamps:00:00 Intro03:03 Who is Jessi Craige?03:25 Jessi's background.03:55 Editor's role at First Round Capital.05:01 Content's purpose at First Round Capital.06:36 Creating relevant expert-led content.09:28 Jessi's day-to-day and content calendar.10:29 Are there still available topics to cover?11:36 Has AI creeped into their workflow?13:09 Differences in creating content for SaaS companies and a VC firm.17:21 Content reporting at First Round Capital.18:14 Investing in owned channels.20:02 Are there technical SEO issues with a large library of content?21:04 The intersection of the Review and their podcast.22:22 Is there a significant video component to content in the First Round?23:21 Transitioning from a writing role to an editor role.24:47 Editorial tips to make writers better.26:07 How much time does the editorial work take?27:42 What to expect from the First Round.28:39 Learn more about Jessi and First Round Capital and get in touch.29:17 Outro************************Useful Links:https://www.linkedin.com/in/jessi-craige-shikman-47650a75/https://review.firstround.com/https://every.to/https://lex.page/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Hailley Griffis, Head of Communications and Content at Buffer, and discussed how communications and content intersect at Buffer, the legacy of Buffer's content marketing program, and more.This episode is brought to you by our friends at SHUFFLL.************************Timestamps:00:00 Intro 02:58 Who's Haley Griffis?03:14 Haley's background.04:52 Transition from PR to content.08:27 Buffer's culture of transparency.13:37 Challenges and opportunities of maintaining a large blog.17:50 Adaptable content strategy.20:56 Low-performing content and audience engagement.21:54 Content tracking and reporting.24:54 Net new content and multimedia.29:54 Buffer's hall of fame articles.33:30 Learn more about Hailley and Buffer and get in touch.35:04 Outro************************Useful Links:https://www.linkedin.com/in/hailleygriffis/https://buffer.comhttps://www.hailleygriffis.com/https://www.makework.work/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Jakub Rudnik, Head of Content & SEO at Softr, and discussed what it's like to market a product with many use cases, and more.This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).************************Timestamps:00:00 Intro03:07 Who is Jakub Rudnik?04:13 Jakub's background.06:54 What's Softr and its core use cases?11:00 The no-code advantage in marketing Softr.13:34 How we think of content SEO at Softr.16:53 Who handles tutorial content at Softr.18:33 The type of customers we serve plus more use cases.22:14 The sales process at Softr.23:12 Finding success with blog post content.25:52 How we measure content success and report data.29:28 Learn more about Jakub and Softr and get in touch. 31:25 Outro************************Useful Links:https://www.linkedin.com/in/jakubrudnik/https://www.softr.io/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Becky Lawlor, Founder, and Chief Research & Content Officer at Redpoint, and discussed her B2B buyers guide, her findings, and more.This episode is brought to you by our friends at Duckbill. Use code SUPERPATH for 50% off for the first two months.************************Timestamps:00:00 Intro03:09 Who is Becky Lawlor?04:05 The role of original research in thought leadership content.05:40 The rise of data-driven content.07:55 Becky's B2B Buyer Guide report.10:48 Challenges and benefits of original research.13:23 In-house vs third-party reports.17:18 The execution challenges of original research.20:30 Gated vs. open access to original research.24:13 Research sources: product and third-party data.27:24 AI in content creation and original research.31:08 Learn more about Becky and Redpoint and get in touch.32:00 Outro************************Useful Links:https://redpointcontent.com/https://www.linkedin.com/in/beckylawlor/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Ray Mina, VP of Marketing at Freshpaint, and discussed the long sales cycle at Freshpaint, the role of content in sales cycles, handling content during changes, and more.************************Timestamps:00:00 Intro01:36 Who is Ray Mina and What is Freshpaint?02:39 The challenges of CDPs in healthcare.03:53 The tightrope of healthcare marketing without breaking rules.05:15 Fast-tracking the sales cycle in a compliance-driven market.06:48 Building trust through content in regulated marketing environments.08:39  Creating legally sound content for specialized markets.10:24 The impact of strategic content choices at Freshpaint.15:27 Integrating content, partnerships, and events for healthcare marketing.18:07 Strategic storytelling and measurement in content marketing.22:08 Proving marketing value before brand building.23:30 Content leadership in times of change.25:44 Learn more about Ray and Freshpaint and get in touch. ************************Useful Links:https://www.linkedin.com/in/raymina/https://www.freshpaint.io/https://info.freshpaint.io/freshpaint-5-newsletterhttps://www.superpath.co/blog/episode-26-freshpaint-a-content-strategy-crash-course-with-mark-rogers************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Kisha Velasquez, Web Content Manager at Fordham University School of Law, and discussed how she came into content marketing from entrepreneurship, how she uses content SEO to attract visitors, and more.************************Timestamps:00:00 Intro03:25 Who is Kisha Velasquez?03:55 Kisha's background.07:22 Going into content marketing with an entrepreneurship background.09:58 Acquiring customers (in this case law students) at Fordham University School of Law.11:48 Day-in-the-life as a web content manager at Fordham.15:42 What goes into making the Fordham website accessible.17:02 Engaging subject matter experts for content marketing material.19:56 The type of web pages we publish at Fordham.21:47 How we approach SEO marketing.22:42 Domain authority and page ranking.24:50 Workflows and work-life balance working for a startup vs an established brand.29:23 The transition from startup to academic setting.31:07 Recent initiatives at Fordham.32:14 Learn more about Kisha and Fordham University School of Law and get in touch.33:15 Outro************************Useful Links:Website: https://www.fordham.edu/school-of-law/Kisha on LinkedIn: https://www.linkedin.com/in/kishavelazquez/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Erica Schneider, Founder of Content Sparring, and discussed her unique, non-traditional approach to the business of content beyond just the craft and more.This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).************************Timestamps:00:00 Intro02:29 Who is Erica Schneider?03:15 Erica Schneider's background.05:01 How LinkedIn fits into Erica's strategy.08:20 The target client at Content Sparring.10:58 One effective hack to keep the content flowing.17:13 Solopreneur vs. Creator.18:55 Thoughts on employee turnover.21:14 The flexibility and complexities of the creator economy.25:11 Day-in-the-week at Content Sparring.27:15 Learn more about Erica and Content Sparring and get in touch.27:59 Outro************************Useful Links:https://www.contentsparring.com/https://www.ericaschneider.me/https://cut-the-fluff.ck.page/https://www.linkedin.com/in/erica-schneider66/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Ross Hudgens, Founder and CEO at Siege Media, and discussed how Siege Media has navigated its growing pains successfully, his insights on SaaS and the content world, and much more. This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact megan@verblio.com.************************Timestamps:00:00 Intro.02:39 Who is Ross Hudgens?03:33 Ross background.06:18 Customer's take on SEO marketing and the future of AI.08:02 What the average customer engagement looks like at Siege Media.10:13 The growth journey at Siege Media.12:32 What the company culture looks like.13:54 Transitioning from remote-friendly to fully remote.15:42 Founder's role play in terms of now vs then at Siege Media.18:22 Getting more work and subcontracting as a freelancer.20:21 Red flags/green flags from client needs or expectations.23:07 How the AI trend has evolved over time.25:15 What's been going on at Siege Media recently?27:02 Learn more about Ross and Siege Media and get in touch.27:38 Outro************************Useful Links:Website: https://www.siegemedia.com/Ross on LinkedIn: https://www.linkedin.com/in/rosshudgens/************************Previous Episodes:► Zapier: Lane Scott Jones on proving a 454% content ROI (rerun) https://www.youtube.com/watch?v=kJkwbW18-pY ► Juro: Tom Bangay on building customer personas and creating content for their target market https://www.youtube.com/watch?v=2B1b7RqWHas► ClickUp: Amrita Mathur on turning freemium users into paying customers. https://www.youtube.com/watch?v=cSe_QzJngvM************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco 

In this episode of Content Briefly, we've interviewed Ben Bradbury, GM of Audio/Video & Production at Workweek, and discussed Workweek's talent-first approach to B2B content, why empowering your writers and creators is so important, how to repurpose content for maximum impact, and more.This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact megan@verblio.com.************************Timestamps:00:00 Intro02:40 Who is Ben Bradbury?03:01 Ben's background.05:43 How does Workweek work? 09:04 Talent-first approach of Workweek.11:59 Is it easier to launch a podcast or a newsletter?14:18 Does Workweek have a studio business?17:00 Building a community with creators.21:18 Getting a good understanding of SaaS by building audience-first content.22:32 Different types of content at Workweek.27:02 Direct and in-direct monetization at Workweek.28:05 Ben's thoughts on virtual events.32:59 Subject-matter expertise for content. 35:43 Different mediums require different skill sets.42:48 How to repurpose content for maximum impact.46:45 Time spent on content creation vs. content repurposing. 48:26 Knowledge sharing at Workweek.51:36 Building personalities and content differentiation.53:10 Learn more about Ben and Workweek and get in touch.55:23 Outro************************Useful Links:Website: https://workweek.com/Ben on LinkedIn: https://www.linkedin.com/in/benbradbury/Subject Matter Podcast: https://workweek.com/show/subject-matter/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Lane Scott Jones, Director of Corporate Marketing (Interim) at Zapier, and discussed her innovative strategies for achieving a staggering 454% content ROI, the expansion of her marketing team to 20 members, the reasoning behind Zapier's prolific output of 85 articles per month, and more.This episode is brought to you by our friends at Campfire Labs (https://www.campfirelabs.co/).************************Timestamps:00:00 Intro02:33 Who is Lane Scott Jones?02:55 Lane's Background.03:42 What's Zapier?04:47 The target personas at Zapier.06:51 How Zapier manages hundreds of use cases.09:15 The team makeup at Zapier.17:24 Community at Zapier. 19:08 Zapier's version of content ops.20:53 Tracking content success at Zapier [Content ROI].31:14 Content ROI reporting at Zapier.36:01 Who the Head of Content reports to at Zapier.36:35 Headcount at Zapier and collaboration.38:44 Documentation and automation process at Zapier.41:12 Use cases for generative AI like ChatGPT.49:20 Learn more about Lane and Zapier and get in touch.51:08 Outro************************Useful Links:Website: https://zapier.com/Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Content, Briefly is also supported by Minuttia (https://minuttia.com).

In this episode of Content Briefly, we've interviewed Tom Bangay, Senior Director, Content & Community at Juro, and discussed how Juro targets and engages its audience through a multifaceted content strategy, and more.This episode is brought to you by our friends at Minuttia.************************Timestamps:00:00 Intro01:16 Who is Tom Bangay?02:01 Tom's Background.02:42 What's Juro?03:53 Using the Juro AI tool to craft first drafts of service contracts.05:08 Juro's target customers and use cases.06:43 Academic background vs hands-on experience as a marketer.08:27 The challenge of finding subject matter experts in content marketing.09:44 Juro's overall content strategy.15:00 Where does organic search fit in Juro's top-down content strategy?17:43 The ‘why' of creating a Slack community at Juro.25:10 What the content team at Juro looks like.26:12 The idea behind the podcasts done at Juro.28:23 Experimenting with video podcasts.29:27 Learn more about Tom and Juro and get in touch.30:25 Outro************************Useful Links:Website: https://juro.com/Tom on LinkedIn: https://www.linkedin.com/in/tom-bangay/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Araminta Robertson, Founder & Managing Director at Mint Studios, and discussed her decision to niche down to fintech clients, her approach to setting up customer reporting to track ROI on content, and more.This episode is brought to you by our friends at Animalz. ************************Timestamps:00:00 Intro02:44 Who is Araminta Robertson?04:01 Typical client at Mint Studios.04:58 The ‘why' behind niching down to fintech clients.06:55 PPC vs. SEO in content marketing.08:52 Mint Studio's in-depth process for finding the right keywords.11:53 Transitioning from freelancing to starting an agency.14:02 Freelancing vs. starting an agency.16:35 Fin-tech founders' approach to measuring ROI.17:56 Tracking progress and reporting back to clients.19:28 Setting up Hubspot reporting to track revenue.22:49 Focusing on the most critical metrics in reporting.24:45 Using paid ads and SEO together in content marketing.26:31 Slack group for fintech marketers.27:53 Learn more about Araminta and Mint Studios and get in touch.28:28 Outro************************Useful Links:Website: https://www.mintcopywritingstudios.com/Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/Slack group: https://www.fintechmarketinghub.com/slack************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.Content, Briefly is produced by our friends at Minuttia.

In this episode of Content Briefly, we've interviewed Amrita Marthur, VP, of Marketing at ClickUp and discussed strategies for converting their 70,000 freemium users into paying customers, the crucial role of content in driving these conversions, the complexities of navigating a large pool of freemium leads and more.This episode is brought to you by our friends at Animalz. ************************Timestamps:00:00 Intro01:53 Who is Amrita Marthur?05:59 Figuring out who's who inside a large ‘freemium' leads pool.07:30 Prioritizing marketing efforts into three buckets.12:19 Challenge in working through 70,000 free sign-ups and getting value out of that.16:07 Hard-to-ignore importance of content in all marketing efforts.19:59 Four types of content teams at ClickUp.23:45 Understanding the target audience's pain points to create effective campaigns.27:36 Learn more about Amrita and ClickUp and get in touch.28:48 Outro************************Useful Links:Website: https://clickup.com/Amrita on LinkedIn: https://www.linkedin.com/in/amritamathur/Amrita on Twitter: https://x.com/AmritaMathur************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.Content, Briefly is produced by our friends at Minuttia.

In this episode of Content Briefly, we've interviewed marketing consultant John Collins and discussed content strategies that work for series A, B, and C SaaS companies, their wavering faith in SEO, their strategic investments in video marketing and data study, and more.************************Timestamps:00:00 Intro01:22 Who is John Collins?02:33 Lessons from Intercom's content marketing trials.05:10 Insights on structuring and scaling content teams.08:50 Evolving strategies in content marketing and SEO.12:46 Shifting focus in content marketing strategies.15:07 The future of content marketing teams.17:04 Content's role in traffic generation and shaping company voice.17:36 Challenges and rewards of working independently.21:16 Balancing writing and consulting.22:50 Learn more about John and get in touch.23:51 Outro************************Useful Links:Website: https://johncollins.cc/John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed marketing consultant John Collins, discussed his career at Intercom and Ramp, the content strategies he worked on at both companies and more.************************Timestamps:00:00 Intro01:17 Who is John Collins?04:53 John's journalism background.06:45 Diversifying content from ebooks to audiobooks and beyond.09:41 Real engagement through thought leadership and customer insight.13:21 Content culture success.15:57 Pushing boundaries with bold campaigns and events.20:02 Building a content powerhouse.22:22 Content strategy nuances.25:50 Building a specialized content team and managing external agencies.28:40 The impact of content cadence on audience engagement.31:44 Simple metrics for measuring content success.33:01 Engaging audiences where they are.36:26 Strategic audience segmentation.38:17 Consulting for content growth and marketing success.40:02 Learn more about John Collins and get in touch.41:12 Outro************************Useful Links:Website: https://johncollins.cc/John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Andrew Davies, CMO at Paddle, and discussed the integration of content marketing within business growth strategies, the complexities of content attribution, and more.************************Timestamps:00:00 Intro 01:30 Who is Andrew Davies?01:49 Andrew's background.03:22 What is Paddle about, who is it for, and its pricing model?05:47 Navigating content marketing challenges from a CMO's perspective.08:10 Balancing creativity and commercial goals in content marketing.10:38 The complexity of attribution in marketing.13:29 Integrating customer insights into your content strategy.14:49 Expectations for content teams to analyze data.15:57 Elevating brand engagement through episodic video content.19:14 Balancing specialized content with broad appeal in business strategy videos.22:10 Content's role in corporate acquisition.25:07 The emotional core of business narratives and acquisition.27:18 The remote realities of content production.28:55 What the path towards becoming a CMO looks like.32:42 Learn more about Andrew Davies and Paddle and get in touch.33:24 Outro************************Useful Links:https://www.paddle.com/studioshttps://www.paddle.com/blog/saas-market-report-march-2024https://www.paddle.com/customersAndrew on LinkedIn: https://www.linkedin.com/in/andjdavies************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Tom Shapiro,  Founder & CEO at Stratabeat, and Alexis Trammel, Chief Growth Officer at Stratabeat, and discussed their recent report on B2B strategies, how high-performing B2B SaaS companies acquire organic traffic, the effective tactics they use, and more.************************Timestamps:00:00 Intro01:32 Who is Tom Shapiro & Alexis Trammel?04:24 Stratabeat's origin story.06:53 Evolving business focus.09:18 A six-year journey in an agency.10:50 Adapting to AI and market shifts with a data-driven content strategy.14:24 Methodology behind the annual content strategy survey.16:11 Content cadence and traffic growth.20:28 Balancing content strategy.22:22 Overcoming content production roadblocks.26:57 Integrating industry segmentation into SEO strategies.30:42 Strategies for optimized content performance.33:00 Tracking site visitors to optimize marketing strategies.35:08 The power of Original Research in content marketing.38:41 Learn more about Tom and Alexis and get in touch.39:09 Outro************************Useful Links:Website: https://stratabeat.com/2024 B2B SaaS SEO Performance Report: https://stratabeat.com/research/b2b-saas-seo-study/Tom on LinkedIn: https://www.linkedin.com/in/tomshapiro/Alexis on LinkedIn: https://www.linkedin.com/in/alexistrammell/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Ryan Law, Director of Content Marketing at Ahrefs, and discussed his career transition from Animalz to Ahrefs, his personal insights on the future of content marketing with generative AI, and more.************************Timestamps:00:00 Intro01:51 Who is Ryan Law?04:41 Ryan's reflection on leveraging LinkedIn for new opportunities.07:07 Ryan's fresh start at Ahrefs and what Ahref is about.09:52 Navigating Google Analytics and SEO at Ahrefs.10:41 Inside Ahrefs' team structure and content strategy.12:02 YouTube's B2B potential and Ahref's content creation process.13:19 Co-leading Ahrefs' content team with partnership contrasts.16:49 A realistic take on the generative AI hype in SEO.19:50 A caution on scaling content with AI.24:04 AI's potential in transforming Slack archives into searchable content.25:52 Key takeaways from Brighton SEO conference.27:48 Ryan's personal development journey and side projects.29:30 Bridging No-Code adventures and Python mastery.34:06 Learn more about Ryan and Ahrefs and get in touch.35:48 Outro************************Useful Links:Ahrefs Website: https://ahrefs.com/Ryan's Website: https://ryanlaw.me/Ryan on LinkedIn: https://www.linkedin.com/in/thinkingslow/Ryan on Twitter: https://x.com/thinking_slow************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Sara Yin, Senior Editor at Slack, and discussed her content marketing journey at major tech companies, the unique challenges and strategies of developing content at Slack, and more.************************Timestamps:00:00 Intro01:27 Sara Yin's career journey from journalist to senior editor at Slack.07:50 Lessons from Intercom: The human element in content marketing.11:51 Unpacking content strategy at Shopify .15:27 The lifecycle of content at Slack.17:47 Slack's evolution from HipChat rival to market leader.20:11 Slack's content evolution post-Salesforce acquisition.21:33 Content strategy lessons from Jeff Bezos.23:09 Keeping content creative in an SEO-driven world.25:51 Enhancing content strategy with AI.27:10 Building a rich content library from diverse voices.28:05 How Slack's content strategy empowers writers.29:22 How Slack's copy editors shape its voice.33:56 Content production in large organizations.34:37 Learn more about Sara and Slack and get in touch.35:31 Outro************************Useful Links:Website: https://slack.com/Sara on Twitter: https://twitter.com/sarapyinSara on LinkedIn: https://www.linkedin.com/in/yinsara/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Hannah Geise, Senior Content Manager at BentoBox, and discussed the impact of technology on restaurant management and marketing, as well as her journey through various roles in the food and hospitality industry, and more.************************Timestamps:00:00 Intro01:31 Hannah Geise's background.02:42 Hannah's experience at Harvard Innovation Labs.03:12 What is BentoBox about?04:55 Who is the primary buyer BentoBox serves?05:46 Hannah Geise's journey through the hospitality industry.06:55 What is included in BentoBox's content strategy?10:15 BentoBox's onboarding process for new customers.11:18 How BentoBox incorporates E-A-T in its content process.13:25 What community outreach looks like for BentoBox.14:11 Embracing restaurant technology and SEO strategies post-pandemic.18:25 BentoBox's content planning process. 20:19 Using feedback from the marketing team to inform content creation.21:27 The key metrics that BentoBox measures.24:01 BentoBox's internal team dynamics and task prioritization process. 25:16 Hannah's typical workday routine.30:32 Personal success skills and techniques.32:25 Learn more about Hannah Geise and BentoBox and get in touch.33:04 Outro.************************Useful Links:Website: https://getbento.com/Hannah on LinkedIn: https://www.linkedin.com/in/hannahgeise/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Sam Balter, Head of Content at Wistia, and discussed the evolution of video content in business, building a strong video content strategy, and more.************************Timestamps:00:00 Intro01:14 Who is Sam Balter?01:52 What Wistia is about and its customer base.03:06 Wistia's features and benefits for businesses.05:32 Overview of Wistia's content strategy.07:05 Using video to build strong brand affinity.10:13 How video marketing has changed post-pandemic. 13:09 How customer expectations have influenced video marketing.17:23 Video content creation and organization strategies.23:49 Benefits of video for content marketers.31:29 Text vs. Video: Which is of higher priority for Wistia?36:56 How Wistia's state of video report works.38:42 Maintaining brand consistency: marketing by committee vs autonomy.44:01 Cons of the traditional assembly line model of content creation.46:25 Thinking about video production like creators. 47:57 The rise of 10x content marketers.50:16 Learn more about Sam Balter and Wistia and get in touch.51:09 Outro************************Useful Links:Website: http://www.wistia.com/Sam on LinkedIn: https://www.linkedin.com/in/sambalter/Video Marketing Statistics: https://wistia.com/learn/marketing/video-marketing-statistics************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed John Bonini, Founder of Some Good Content, and discussed what it takes to build a great content brand, insights from his consulting experience, why his newsletter is a must-read for content enthusiasts and more.************************Timestamps:00:00 Intro01:28 The origin of the Louder Than Words podcast.03:48 Building a personal brand on the side.06:59 John's background.15:15 Learnings from leading marketing at Databox.22:27 How Some Good Content Company came about. 25:32 Knowledge sharing and consulting. 27:30  How industry changes affect companies' content programs.31:46 Does the Content Brand framework change?34:37 Coaching vs execution.37:46 Learn more about John and Some Good Company and get in touch.40:05 Outro************************Useful Links:Website: https://somegoodcontent.comJohn on LinkedIn: https://www.linkedin.com/in/jbonini/John on Twitter: https://twitter.com/bonini84************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Ryan Sargent, VP of Content and Strategy at Ten Speed, and discussed his experience overseeing content production for an agency, thoughts on Ten Speed's content strategy,  and more.This episode is brought to you by our friends at uSERP. Learn how uSERP helped monday.com SEO traffic grow by 1,570% (free training).************************Timestamps:00:00 Intro02:27 Who is Ryan Sargent?02:52 Ryan's background.04:02 What is Ten Speed?06:38 In-house vs. agency experience.10:03 Ryan's reflections on changes in content marketing.13:21 Strategic partnerships with agencies.15:30 Content reporting and recommendations.17:10 Numbers vs. narrative in content reporting.19:31 Redefining content marketing.21:37 Enhancing content quality through strategic briefing.25:35 Tools for building a content system.28:47 Tips for being a good content agency customer.32:00 What to expect from Ryan and Ten Speed.34:25 Learn more about Ryan and Ten Speed and get in touch.35:22 Outro************************Useful Links:Ten Speed Website: https://www.tenspeed.io/Ryan on LinkedIn: https://www.linkedin.com/in/ryan-sargent-5a455511a/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.