In a growing company, should your content team have their own goals, or be a service provider to all the other teams that need content help?
How you answer these questions will have a real impact on your success with content marketing.
On this episode of the GrowthTLDR, we talk to Kameron Jenkins, Director of Brand and Communication at Botify about all things content.
- What is brand content, and how does Kameron keep a pulse on how Botify's audience feel about them.
- What goals should a content team have in a growing company? Should they be a service provider to others, or be accountable to their own goals?
- How do you create content that attracts the attention of the right people at large organizations, and what should your promotion plan look like?
Timed Stamped Notes
[2:40] - Kameron describes what brand content is and how it differs from every other type of content.
[3:10] - One of Kameron's tasks is to get a pulse on how Botify's audience feels about them.
[4:25] - Botify's marketing team is split into brand and PR, revenue marketing, product marketing, and partner marketing. All content lives on the brand and PR team. Part of their role is creating content for all other teams, so it keeps on message.
[6:25] - Botify's blogs have a bunch of different goals; they want them to generate demand for the business, but also be a medium through which Botify can share their POV, and thought leadership.
[9:05] - Kameron talks about the benefits of talking to your sales team about the common objections they hear about Botify and creating content to answer them. That content helps the sales rep move people along in the sales process.
[9:55] - We debate if a content team should have their own goals and focus on them, vs. being a fulfillment center for other teams.
[12:00] - Kameron thinks bucketing your content into the top, middle, and bottom of funnel content is a great way to approach your content strategy. To do it successfully, you need to understand the purchase journey someone goes through.
[15:00] - Kameron gives an example of what a top of funnel piece of content would be at Botify.
[17:40] - An alternative to bucketing your content by top, middle, or bottom is using the five stages of awareness. (we discuss that model in this podcast with Talia Wolf).
[19:25] - The content team at Botify focuses a lot of their efforts on thought leadership content because they're selling into enterprise companies. A lot of their efforts are on influencing people in those companies. They do some content to acquire search traffic, the purpose of that is to introduce them to new audiences.
[21:55] - Kameron talks us through a content campaign Botify did to attract digital leaders who are potential influencers in helping a company decide if they should purchase Botify.
[24:15] - Kameron walks us through how she promoted that campaign to get it in front of the right people at those large companies.
[27:00] - Kameron talks about the advantages of optimising your content for queries and not keywords.
[29:30] - We talk about the value of having an excellent editorial team, and why there is a lot of value in hiring an editor for search.