Content Pros Podcast

Matthew Grant, Director of Content Strategy at Aberdeen Group, joins the Content Pros Podcast to discuss the power of third party content to engage, convert, and keep customers.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why convincing content means sourcing it from outside your company The power of surveys in curating relevant content How content more often leads to identifying where a buyer is in their journey instead of pushing them along the funnel Why finding out what your customers consider valuable is easy yet rarely done   Resources Matthew Grant on Twitter: @MattTGrant Aberdeen Group MarketingProfs B2B Forum 2016   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

David Fortino, Senior VP of Audience and Product at the Netline Corporation, joins the Content Pros Podcast to share his approach to achieving lead gen success with content distribution and personalization. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why the quality of lead gen no longer means aquiring appropriate contact information How aiming for personalization leads to gathering data that drives content that converts Why taking your content to the next level of personalization means moving beyond personas How relevant content shaped by data and client insights leads to moving your brand ahead of the competition   Resources David Fortino on Twitter: @David_Fortino NetLine Corporation Case Study: Self-Service Solution Accelerates Agency's Lead Generation Services with Content Syndication   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Rick Wion, Senior Director of Consumer Engagement at The Kellogg Company, joins the Content Pros Podcast from CMWorld to discuss how creating conversations with consumers inspires content, and the variety of approaches he takes to share a story. Special thanks to our sponsors:-Oracle Marketing Cloud-Uberflip: Flip the Switch-ClearVoice Convince & Convert:The Business of Story  In This EpisodeHow to manage your brand's reputation based on the quantitative research of what your audience wantsThe variety of approaches you can take to tell amazing storiesHow building brand reputation increases revenue What the key differences are in audience reach between a microsite and social media platforms  ResourcesRick Wion on Twitter: @rdublife Kellogg’s Open for Breakfast McDonalds Our Food, Your Questions5 Things I Learned Visiting a Farm   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Dan Levy, Content Director at Unbounce, joins the Content Pros Podcast to discuss how Agile methodology can transform and re-energize content marketing teams into conversion machines.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode How the traditional marketing channel structure leads to bumping against each other and wasted resources Why agility means being able to accomplish objectives without needing to go outside the squad How cross-functional teams lead to a deeper dive into understanding the buyer's journey The importance of super-groups in cross-team communication   Resources Dan Levy on Twitter: @danjl Unbounce Call to Action Podcast Walk Before You Sprint   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Justin Levy, Director of Social Marketing at Citrix, joins the Content Pros Podcast to share how Citrix cultivates content to fill 80 blog posts per month while pushing free SEO real estate through Wikipedia.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode How an open publishing system for internal content leads to a decrease in employee advocacy and engagement Why a consistent voice for a corporate blog means maintaining consistent voices for different personas The dangers and advantages of tagging How incorporating Wikipedia management into marketing leads to a deep SEO strategy   Resources Justin Levy on Twitter: @justinlevy Citrix's Facebook, Twitter, Instagram, YouTube, Wikipedia, and Blogs   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Mike Stiles, Global Content Strategy Manager for IHG, joins the Content Pros Podcast to discuss the fine art of overseeing and managing content for multiple brands. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story In This Episode How juggling multiple brands can lead to content chaos Why empowering your enterprise means stepping back and acting more as a consultant than a manager How your brands can lead your content to success Why developing a solid marketing plan means investing in content Resources Mike Stiles on Twitter: @mikestiles IHG The Color of Discovery for Hotel Indigo Content Marketing Quickie Hug Your Haters Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Allen Gannett, CEO of TrackMaven, joins the Content Pros Podcast to discuss navigating and avoiding the terrifying reality of an explosion in content quantity that is leading to decreased engagement.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why the explosion in content quantity does not mean a similar increase in engagement How relevance leads to content that is powerful and impactful How evergreen content leads to long-tail reports that draw customers back every year Why focusing on essential channels means being ok with a smaller quantity of content that has bigger impact How the nonstop stream of innovation in marketing can make or break your career   Resources Allen Gannett on Twitter: @Allen TrackMaven The Content Marketing Paradox Report   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

David B. Thomas, Senior Director of Inbound Marketing at Leadspace, joins the Content Pros Podcast to share his approach to mining data for effective and motivating content that generates leads and closes sales.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why effective content marketing means taking the information you already have and customizing it for your audience How careless and shallow personalization leads to a decrease in content efficiency Why successful account-based marketing means having a vigorous content marketing plan How up-to-date customer data leads to more accurate content   Resources Stat of the Week: The average corporate database is 50-70% out of date. David B. Thomas on Twitter: @DavidBThomas Leadspace   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Jay Baer, President of Convince & Convert, joins the Content Pros Podcast to discuss converting haters into advocates, mining complaints for impactful and effective content, and the profitable power of a focused customer retention plan.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why thinking through to customer retention means creating content that embraces feedback How creating content solely for customer acquisition leads to a decrease in revenue Why cultivating current customers means built-in advocacy between sales and marketing The power and relevance of customer service to content creation Why the public forum of social media griping means a huge opportunity for businesses   Resources Stat of the Week: 40% of B2B revenue comes from existing customers, yet they're only spending about 2% of their budget on customer service. Jay Baer on Twitter: @jaybaer Hug Your Haters Growth Hacke

Brian Miske, Chief Marketing Officer at KPMG MSLP, joins the Content Pros Podcast to discuss the power of content to influence strategy, shape and extend consumer conversations, and ultimately drive market changes.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why success means strategically thinking of content as a filter How conversational content leads to shaping the market Why understanding your consumer's values means keeping in mind a large number of personas How understanding strategy behind the conversations leads to winning content Why marketing today means creating and extending two-way dialogue via multiple channels The communication concept of 30/3/30   Resources Stat of the Week: Despite new challenges, CEOs confident in growth through transformation Brian Miske on Twitter: @BGMiske KPMG MSLP   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Victor Yocco, Research Director at EY-Intuitive, joins the Content Pros Podcast to discuss how user-experience can make or break your brand's success.Special thanks to our sponsors: Oracle Marketing CloudUberflip ExperienceClearVoiceConvince & Convert:  The Business of Story In This EpisodeHow usability testing leads to more engaging and effective contentWhy communicating with your audience means taking a break from the jargonHow personas lead to a more refined, sometimes recalibrated, message and customer journeyThe three different customer values and how they work in content creation ResourcesStat of the Week: The State of Content: Expectations on the RiseVictor Yocco on Twitter and LinkedInEY-IntuitiveCrazy EggHotjarContent first. And last. Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Dana Fugate, Director of Content at Brightcove, joins the Content Pros Podcast to discuss how video content marketing is transforming the customer experience, from conversion to retention.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience ClearVoice Convince & Convert: The Business of Story   In This Episode How well placed video content leads to a better connection with buyers Why utilizing video doesn't mean investing in expensive equipment or training How video can lead customers all the way through the funnel, from conversion to retention Why a smart marketing plan means incorporating video content on your homepage How integrating your platform with marketing automation and CRM leads to a deep understanding of your customers through video metrics   Resources Stat of the Week: Analyzing the ROI of Video Marketing Dana Fugate on Twitter: @DanaFugate1 Brightcove   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Yoav Schwartz, co-founder of Uberflip, joins the Content Pros Podcast to shine a light on the complexities of content marketing and unravel the misconceptions surrounding the 3 Pillars: creation, distribution, & measurement. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience ClearVoice Convince & Convert: The Business of Story   In This Episode Why content experience must be driven by desired marketing outcomes Why marketers need to focus on search-optimized experiences that push the consumer through the buyer journey How to take control of your destiny when it comes to displaying great content online How to use content experiences for sales enablement The biggest problem with today's perception of content marketing How to identify gaps in your content creation and distribution process   Resources Stat of the Week: 79% of B2B Marketers Are Unsuccessful at Tracking ROI The Ultimate Guide to Content Experience Grade My Stack Yoav Schwartz on Twitter: @yostar The Uberfli

Michael Brenner, CEO of Marketing Insider Group, joins the Content Pros Podcast to discuss how paid promotion can energize your brand's content marketing campaign and grow your audience.    Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience ClearVoice Convince & Convert: The Business of Story   In This Episode How the rise of ad-blockers leads to reframing the conversation around content Why a campaign mentality means focusing on short-term and hindering your content growth How effective paid advertising leads to a more efficient use of your advertising budget Why measuring the ROI of paid activity means looking more closely at your subscribers   Resources Stat of the Week: SEM is most effective paid advertising method Michael Brenner on Twitter: @BrennerMichael Marketing Insider Group The Content Formula How Intel doubled its blog traffic in less than a year Outbrain Taboola Sharethrough Zemanta   Visit ContentProsPodcast.com for more insights from your favorite content ma

Katrina Munsell, Group Manager, Content Marketing at Microsoft, joins the Content Pros Podcast to share how she channels the power of email to increase open and click rates up to 11 times over last year.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience ClearVoice Convince & Convert: The Business of Story   In This Episode Why email can be the best vehicle for your content How focusing on the design of an email leads to better click through rates Why B2B marketing should really mean person-to-person marketing The successful way to organize your content marketing team to execute the perfect email campaign How multiple clicks can lead higher conversions than single clicks   Resources Stat of the Week: Why Email Marketing Katrina Munsell on Twitter: @WildKatM Microsoft   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Lauren Goldstein, VP of Strategy & Partnerships at Babcock Jenkins, joins the Content Pros Podcast to discuss content marketing designed around moving businesses forward through storytelling and teamwork.  Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience ClearVoice Convince & Convert: The Business of Story  In This Episode How visuals lead to fulfilling content Why great content and storytelling means keeping the business outcome front and center in your mind How marketing that is based on buyer insights and focuses on the bigger picture leads to positive ROI Why bringing content to life means having a diverse set of viewpoints on your team  Resources Stat of the Week: The Role of Visual Media in Impactful Brand Storytelling Lauren Goldstein on Twitter: @LaurenOnDemand Babcock & Jenkins Chief Optimist Magazine The New Generation of Hybrid Creatives Is Here. Is Your Agency Ready for Them?  Visit ContentProsPodcast.com for more insights from your favorite content mar

Jesse Noyes, Senior Marketing Leader, joins the Content Pros Podcast to discuss the evolution of content marketing, the makeup of the modern CMO, and content velocity versus volume.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Experience Clear Voice Convince & Convert: The Business of Story   In This Episode Why the diversifying abilities of marketing professionals means a shift in the background and focus of CMOs How good organizational structure leads to high velocity content Why strategy means ruthless prioritization in a multi-functional environment The rise and fall of brand journalism How collaboration between marketing operations, analytics, and sales leads to a decrease in departmental contention   Resources Jesse Noyes on Twitter: @noyesjesse   Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Dave Rigotti, Head of Marketing at Bizible, joins the Content Pros Podcast to discuss how B2B's can successfully measure and obtain positive ROI on their content through multi-touch attribution. Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Experience 2016 Convince & Convert: The Business of Story   In This Episode Why making every marketing dollar count means measuring content How educational content leads customers down the funnel Why proving ROI means content attribution How mapping your content leads to a profitable content team Why compounding returns on your marketing means owning your community   Resources Stat of the Week: There's No ROI If You Can't Count the Money Dave Rigotti on Twitter: @drigotti Bizible Why Your Sales Funnel Is Probably Upside Down   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Brian Fanzo, CEO of iSocialFanz LLC, joins the Content Pros Podcast to share his successful approach to building community, engaging fans, and closing sales with live video.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Convince & Convert: The Business of Story Podcast   In This Episode Why an evolving culture means a more casual, humanistic approach to content How a growing variety of social video platforms leads to social marketing segmentation Why a successful social engagement strategy means thinking like a fan How building a community doesn't mean building a following Why live video needs its own strategy   Resources Stat of the Week: Cisco VNI: Video Will Account for 85% of North American Internet Traffic in 2020 Brian Fanzo on Twitter: @iSocialFanz iSocialFanz LLC Ustream.tv Livestream.com Twitch YouNow   Visit ContentProsPodcast.com for more insights from your favorite content marketers.  

Mike Templeman, Founder and CEO of Foxtail Marketing, joins the Content Pros Podcast to discuss the advantage of experience optimization and tailoring content to fit the reality of your customer's behavior.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip Convince & Convert: Business of Story   In This Episode Why a perfectly optimized keyword doesn't automatically mean a huge increase in sales How a close review of your lead sources can lead to a complete reframining of your website focus The necessary disappearance of your marketing secret sauce Why quantifying experience means following the actions of your customers How looking at bounce rate and pages per session leads to vital data for optimizing experience   Resources Stat of the Week: Google's “Mobile-Friendly” Update Could Impact Over 40% Of Fortune 500 Websites Mike Templeman on Twitter, Facebook, LinkedIn, Google+ Foxtail Marketing on Facebook, Twitter, Google+, LinkedIn, YouTube The Fox Den SEO is now 'Search Experience O