Mind The Gap By Freshchat

If you’re a B2B product, chances are your lead generation strategy relies largely on inbound channels that ties closely to creating content. In the last 5 years, the cost to advertise and acquire customers have increased by significant rates – CAC increased by 50% in both B2B and B2C spheres. We’re also paying 20-40% more for content creation when compared to 5 years ago. (Source: ProfitWell). To top this all, content shock is real (Take one scroll through your Pocket account/bookmarks feed and you’ll concur in no time) and attention spans are faltering. Growing an audience and proving ROI on your content is a sporadic win and the kind of the advice on the internet is stale and unactionable. Ed Shelley shares with us a whole new perspective on the content process — journalistic and business case mindset for ideation, naturally high engagement for distribution, and hiring people for content who are not an obvious choice for the role. Listener Notes: [00.22] -- Journalistic approach to pitching stories [01.05]