Content That Grows

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: 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 shared 10:55 - 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 - 6:30 - 11:00 - 18:55 - 23:05

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 -6:50 -16:15 -27:50 -41:41 -

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 -7:25 -11:40 -20:00 -34:10 -

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 - 6:15 -11:0018:30 -24:21 -

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 -6:10 -10:40 -17:32 -18:33 -

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 - 9:50 -16:15 -28:37 -48:28 -

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 -4:50 -8:45 -13:35 -17:45 -

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 -10:20 -19:53 -21:55 -32:24 -

We're joined this week by Jakub Rudnik, Director of Content Marketing at ActiveCampaign, to talk about his experiences scaling multiple content programs for startups (Scribe, G2, and now ActiveCampaign). This episode is packed with substance and candid, honest responses ranging from what it takes to scale, hurdles you'll face, and how different startups have measured success for Jakub's teams over the years. Key moments in the conversation: 1:055:3011:2616:0221:4027:48

In this episode, Nate and Derek discuss the differences and overlap between what people mean when they talk about driving organic growth and doing SEO. From defining the phrases to what differentiates flourishing organic growth programs at software companies, tune in to make sure you're setting your company up for the best organic results. Key moments in the conversation: 1:45 -10:00 -17:00 -22:45 -

In this week's episode, Nate Turner is joined by Justin Simon of JustinSimon.co to discuss content repurposing and distribution at SaaS companies. From the first time Justin started to see the value hidden inside existing content to the mistakes he sees some teams make in executing distribution, this episode is packed with helpful advice for you and your team. Key moments in the conversation: 1:25 - The trigger moment for an emphasis on content repurposing and distribution8:00 - Biggest mistakes people make with content repurposing13:00 - Is it cheating to repurpose your content?18:35 - The biggest value proposition for companies to repurpose content25:40 - Distribution opportunities for SaaS companies beyond social media

In this episode of the Content That Grows, Nate is joined by Adam Goyette of Curdis.co to discuss ways he helps SaaS companies find the right recipe for growth. They discuss everything from the ways most SaaS startups initially grow to how to expand teams to hit the next phase of growth. Key moments in the conversation: 1:11 - Walking through the common stages of growth 7:45 - Finding immediate opportunities for marketing 13:00 - Hiring generalists vs. specialists vs. agencies 19:30 - Setting up your team and company for the next growth stage 23:40 - Hiring in-house vs outsourcing to agencies

In this episode, Nate and Derek discuss how in-house teams can approach content outsourcing to ensure a positive, successful experience for their team. From alignment on roadmaps to having a process repository, there is something for all levels of content marketers in this episode. Key moments in the conversation: 3:00 -7:30 -14:00 -18:45 -23:00 -27:45 -

In this episode of the Content That Grows podcast, Tara Robertson, CMO of Bitly, generously shared how she approaches the team-building process as a CMO entering an established company. From aligning the leadership and marketing teams to how she approaches outsourcing vs. expanding in-house talent, there are plenty of takeaways for any level of marketer. Key moments in the conversation: 1:308:0015:3723:0033:15