Content, Briefly

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 Intro 01:14 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 Intro 01:28 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.com John 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 Intro 02:27 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.

In this episode of Content Briefly, we’ve interviewed Ross Simmonds, Founder & CEO at Foundation Marketing, and discussed his new book, content distribution, thoughtful perspectives on B2B content marketing, and more. ************************ Timestamps: 00:00 Intro 01:44 Launch of the ‘Create Once, Distribute Forever’ book. 02:45 Why did Ross write a book now? 04:17 Focused on story distribution. 05:36 Blurred lines between content marketing for B2B and B2C. 07:18 Befenits of communities. 14:07 Constraints on content distribution. 19:03 Understanding the fundamentals of content marketing. 23:51 Meta process of writing a book. 32:21 Learn more about Ross and Foundation and get in touch. 33:38 Outro ************************ Useful Links: Foundation Website: https://foundationinc.co/ Ross Book: https://rosssimmonds.com/book/ Ross on LinkedIn: https://www.linkedin.com/in/rosssimmonds/ Ross on Twitter: https://twitter.com/TheCoolestCool ************************ 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 Eric Doty, Content Lead at Dock, and discussed Dock’s evolution from PLG to sales-led, Eric’s journey as a content marketer, his role in the Superpath community, and more. This episode is brought to you by our friends at Lettuce. ************************ Timestamps: 00:00 Intro 02:05 Who is Eric Doty? 02:36 What’s Dock? 03:40 LinkedIn, networking, and moderating Superpath's community. 08:59 Eric’s LinkedIn strategy. 11:21 Building different ‘muscles’ on side projects. 12:59 Build in public. 15:04 Overview of Dock’s content initiatives. 17:37 Dock’s podcast and its role in Dock’s content strategy. 21:10 Building a content library. 24:23 ‘Permissionless Co-Marketing’. 25:29 Automating the podcast production. 27:11 Is building a podcast worth it? 29:12 The skillset of content marketers is changing. 32:50 Content team structure at Dock. 33:47 Synergy between different departments. 37:29 Changes to the content strategy based on working with sales. 40:45 PLG sales motion at Dock. 42:09 Learn more about Eric and Dock and get in touch. 43:28 Outro ************************ Useful Links: Website: https://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’ve interviewed George Chasiotis, Managing Director at Minuttia and Founder at GrowthWaves, and discussed content recession, a diversified set of services and building teams, the nuances of a media business, and more. This episode is brought to you by our friends at Minuttia. ************************ Timestamps: 00:00 Intro 03:35 Who is George Chasiotis? 03:52 Insights on the content marketing recession. 08:47 What is Minuttia? 10:22 Introducing GrowthWaves, a B2B growth newsletter. 12:48 Launching a diversified set of services. 14:34 Adapting team skill sets for evolving content marketing. 18:08 The evolution of GrowthWaves as a media company. 20:04 Changes happening in the content marketing industry. 24:12 Redefining content roles. 28:48 Benefits of outsourcing. 31:53 The role of reporting content marketing impact. 41:22 Learn more about George and Minuttia and get in touch. 42:15 Outro ************************ Useful Links: Minuttia Website: https://minuttia.com GrowthWaves: https://growthwaves.com George on LinkedIn: https://www.linkedin.com/in/georgioschasiotis/ Minuttia Impact Report Webinar: https://www.superpath.co/blog/webinar-how-a-simple-report-saved-our-agency ************************ Previous Episodes: ► Content Briefly Ep. 12: Ramli John's multi-pronged strategy for running a mature content program https://www.youtube.com/watch?v=WrMq3NmDY9Y ► Content Briefly Ep. 11: Forget The Funnel: Gia Laudi's Masterclass On Knowing Your Customers https://www.youtube.com/watch?v=uiL56C5HiDI ► Content Briefly Ep. 10: Elise Dopson on the state of freelancing https://www.youtube.com/watch?v=UqPLqJ92FMg ************************ 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 Amanda Natividad, VP of Marketing at SparkToro, and discussed original research, the absence of a concise content strategy and how it doesn’t affect their content program, personal branding, and more. ************************ Timestamps: 00:00 Intro. 03:10 Who is Amanda Natividad? 03:37 Amanda's background. 04:59 What is SparkToro? 06:23 Reflection on changes in marketing. 12:27 Original content on SparkToro’s blog. 14:20 Personal branding vs. corporate branding. 18:47 Aligning marketing strategy with audience insights. 21:44 Using an email list for marketing. 26:02 Scalability of SparkToro's marketing approach. 30:45 High-level individual contribution vs. traditional management 34:27 Balancing high-value work and 'chill work'. 37:37 SparkToro's content strategy. 41:17 Leveraging original research in content marketing. 45:01 Amanda's journey in building her personal brand. 48:38 Learn more about Amanda and SparkToro and get in touch. 49:52 Outro. ************************ Useful Links: SparkToro Website: https://sparktoro.com/ Amanda’s Website: https://amandanat.com/ Amanda on LinkedIn: https://www.linkedin.com/in/amandanat Amanda on Twitter: https://twitter.com/amandanat Amanda on Instagram: https://www.instagram.com/amandanat ************************ 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. This episode is brought to you by our friends at tealhq.com.

In this episode of Content Briefly, we’ve interviewed Lashay Lewis, Founder of Authority Plug, and discussed positioning and messaging for building a successful consultancy, the intricacies of Bottom of Funnel Content, and more. ************************ Timestamps: 00:00 Intro 02:06 Who is Lashay Lewis? 02:35 Lashay’s perspectives on social media. 05:48 The origin story of Authority Plug. 09:06 Transitioning to consultancy. 10:57 Crafting a unique positioning. 13:32 The impact of leveraging attention. 16:10 Benefits of having a bold POV. 18:07 Visual content creation process. 25:31 How to productize a service. 27:42 Identifying your ICP as a consultant. 29:48 Challenges companies face with BoFu content. 32:20 Maximizing ROI with BoFu content. 34:07 ToFu vs. BoFu content. 38:08 Combining strategy with journalism for BoFu content. 42:34 Learn more about Lashay and Authority Plug and get in touch. 42:13 Outro. ************************ Useful Links: Authority Plug: https://authorityplug.com/ Content Dashboard: https://authorityplug.com/#contentdashboard Lashay on LinkedIn: https://www.linkedin.com/in/lashaylewis/ ************************ 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 Bridget Poetker, Director of Growth at Loop & Tie, and discussed the transition from content to growth marketing, strategic content thinking, and more. This episode is brought to you by our friends at tealhq.com. ************************ Timestamps: 00:00 Intro 02:04 Who is Bridget Poetker? 02:21 Bridget’s background. 02:58 What is Loop & Tie? 04:26 Loop & Tie choice-based gifting model. 06:53 Loop & Tie sustainability ethos in marketing. 08:56 How does the business model affect growth? 11:52 Strategic content thinking. 15:09 Bridget’s transition from content to growth marketing. 19:59 Output vs. outcome. 24:11 Balancing in-house and external resources. 28:06 Bridget’s reflection on new skills acquired in the role. 30:00 Team communication and remote culture at Loop & Tie. 33:09 Performance measurement and tools for reporting. 37:02 Marketing pages vs. product pages. 37:57 Bridget's unexpected challenges in the growth space. 39:43 Learn more about Bridget and Loop & Tie and get in touch. 40:54 Outro. ************************ Useful Links: Loop & Tie Website: https://www.loopandtie.com Website: https://www.bridgetpoetker.com/ Bridget on LinkedIn: https://www.linkedin.com/in/bridgetpoetker ************************ 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 Tommy Walker, Founder of The Content Studio, and discussed the results of hard work, perseverance creating luck, and major challenges in running content programs in enterprises and more. ************************ Timestamps: 00:00 Intro 03:00 Who is Tommy Walker? 03:56 Tommy’s background. 05:13 Tommy’s entrepreneurial journey. 08:59 Creating luck through hard work. 12:26 Experiences working on CXL and managing high standards. 17:44 Building a solid foundation of work in difficult times. 18:22 B2B budgets for content programs then vs. now. 21:42 The story behind Shopify Plus. 24:14 The skillset to employ on different occasions. 27:45 Challenges in running content programs in enterprises. 30:53 The Content Studio. 34:53 Building a successful consulting career. 38:33 Hard things build perseverance. 41:12 Important skills and narratives. 44:27 Tommy’s upcoming summit. 46:44 Learn more about Tommy and The Content Studio and get in touch. 47:10 Outro ************************ Useful Links: https://www.thecontentstudio.com/ https://maven.com/the-content-studio/advanced-content-developmenthttps://www.thecontentstudio.com/the-cutting-room/https://www.linkedin.com/in/tommyismyname/https://twitter.com/tommyismyname ************************ 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 Jessica Walker, Chief Media Officer at MEDDICC, and discussed the company’s media-led approach, content performance, and more. ************************ Timestamps: 00:00 Intro 02:21 Who is Jessica Walker? 03:03 Jessica’s background. 03:51 What is MEDDICC? 04:40 How does MEDDICC help customers? 05:33 MEDDICC’s ICP. 06:39 Different implementation plans based on customers. 08:09 What does media mean at MEDDICC? 10:57 SMEs' expertise in content implementation. 11:44 Enabling people using a media approach. 15:30 Channel and product perspectives. 19:08 How to build a media arm without a massive budget? 21:42 Does remote work affect video production? 23:17 Competitor analysis. 27:10 B2C side of MEDDICC. 27:43 Content performance measurement and attribution. 30:53 Important personality traits and skills. 33:29 Learn more about Jessica and MEDDICC and get in touch. 34:09 Outro ************************ Useful Links: MEDDICC Website: https://meddicc.com/ Jessica on LinkedIn: https://www.linkedin.com/in/jessicajadewalker/ ************************ 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. This episode is brought to you by our friends at Tealhq.com.

In this episode of Content Briefly, we’ve interviewed Joshua Palmer, Head of Content at OnBoard, and discussed content leadership, the multifaceted aspects of running a robust content program, and more. ************************ Timestamps: ************************ Useful Links: OnBoard Website: https://www.onboardmeetings.com/ Joshua on LinkedIn: https://www.linkedin.com/in/joshuaepalmer/ ************************ 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 Sean Blanda, VP of Content at Crossbeam, and discussed building a successful content team, emphasizing the importance of trust and communication in a remote work environment. ************************ Timestamps: ************************ Useful Links: Crossbeam Website: https://www.crossbeam.com/ Sean on LinkedIn: https://www.linkedin.com/in/seanblanda/ Sean’s Website: https://www.seanblanda.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. This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off.

In this episode of Content Briefly, we’ve interviewed Zoe Hawkins, Principal Content Manager at Sumo Logic, and discussed the pivotal role of curiosity in content creation, valuable perspectives on inventory management, the editorial calendar, and much more. ************************ Timestamps: ************************ Useful Links: Sumo Logic Website: https://www.sumologic.com/ Zoe on LinkedIn: https://www.linkedin.com/in/moonstormer/ ************************ 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. This episode is brought to you by our friends at Tealhq.com.

In this episode of Content Briefly, we’ve interviewed Fara Rosenzweig at WorkRamp and discussed multimedia content strategies, content measurement, and much more. ************************ Timestamps: ************************ Useful Links: WorkRamp Website: https://www.linkedin.com/company/workramp/ Fara on LinkedIn: https://www.linkedin.com/in/fararosenzweig/ ************************ 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. This episode is brought to you by our friends at tealhq.com.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off. In this episode of Content Briefly, we’ve interviewed Molly Talbert, Content Marketing Lead at Switchboard, and discussed Switchboard's content strategy, creating content for various media outlets, personas, and more. ************************ Timestamps: ************************ Useful Links: Switchboard Website: https://www.switchboard.app/ Molly on LinkedIn: https://www.linkedin.com/in/mollytalbert/ ************************ 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.

This episode is brought to you by our friends at Riverside.fm. Use code SUPERPATH for 15% off. 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’. ************************ Timestamps: 00:00 Intro 02:37 Who is Emily Triplett Lentz? 02:56 Emily’s background. 03:49 Calendly's journey from startup to enterprise. 05:19 Balancing PLG and sales-led motion simultaneously. 06:30 Calendly's content strategy. 09:21 Rethinking content amid challenges. 11:44 Calendly’s team structure and operations. 14:39 Creator-led distribution. 17:00 Content verticalization & cross-team collaboration. 21:06 Internal & external content creation. 22:34 Important metrics for evaluating content performance. 23:53 The role of product marketing in PLG motions. 25:26 Communication tools for team collaboration. 26:59 Content prioritization and OKRs. 28:19 Balancing new and existing content. 30:40 Example of a successful content piece. 33:10 Personal reflections on scheduling links. 35:23 Calendly's AI summit. 39:31 Learn more about Emily and Calendly and get in touch. 40:16 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=sharing Emily 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.

On episode #39, Jimmy speaks with Nicole Lee from Partnero. They discuss: - How Nicole manages content across multiple brands - How she stays in touch with customer needs and feedback - The moment her company realized its messaging was broken 👉 You can follow Nicole Lee on LinkedIn here: https://www.linkedin.com/in/nicolelee-content-strategist/ 👉 You can learn more about Partnero here: https://www.remotecompany.com/

On episode #38, Jimmy speaks with Alina Benny from Aura. They discuss: - How Alina built a rock solid bench of freelancers - Why attention to detail and SOPs are the not-so-secret key to success - How she runs a massive blog with a tiny team 👉 You can follow Alina Benny on LinkedIn here: https://www.linkedin.com/in/heyabenny/ 👉 You can learn more about Aura here: https://www.aura.com/

On episode #37, Jimmy speaks with Caitlin Burns from Dovetail. They discuss: - How Caitlin scaled content production to 50 articles/month - Her process for making sure every piece is reviewed by an SME - Why she's rolling our her content strategy in distinct phases 👉 You can follow Caitlin Burns on LinkedIn here: https://www.linkedin.com/in/caitlin-burns-75a879a7/ 👉 You can learn more about Dovetail here: https://dovetail.com/