In this episode of Content Logistics, hosts Dallion Durán-Ballén and Baylee Gunnel sit down with Sofie Lehrmann, founder of MilkMoo, to discuss the power of market research and maximizing value in B2B SaaS marketing. Sofie shares her approach to "milking the cow" by taking full advantage of a company’s product and market insights to create consistent, high-impact content without unnecessary spend.Sofie dives into the importance of customer-centric strategies, drawing parallels between her experience in B2C with major brands like Chanel and Heineken and how those lessons translate into the B2B world. She emphasizes the value of conducting in-depth research to understand customer pain points and using those insights to craft content that resonates.The episode also explores challenges in getting C-suite buy-in for thorough market research and how speaking the language of internal stakeholders can help marketers align their efforts with business goals, ensuring long-term success.

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén  chat with Ashley Mason, founder of Dash of Social. Ashley shares insights on leveraging C-suite executives’ personal brands for company awareness on LinkedIn.Ashley emphasizes the importance of tapping into executives’ existing networks and using their profiles to amplify company messages. She suggests starting with low-commitment posts and gradually increasing frequency. To create content, Ashley recommends recording conversations with executives and using transcripts for social media posts.The discussion covers practical tips for managing up, setting realistic expectations, and using content buckets for organization. Ashley also highlights the value of consistency over frequency in posting. The conversation wraps up with advice on analytics, tools for streamlining social media efforts, and the importance of just getting started with social media marketing.

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Tas Bober, Digital Strategy Advisor at Delphinium, to discuss effective strategies for creating high-converting landing pages in B2B SaaS. Tas introduces her "Chipotle Method" for crafting landing pages, emphasizing the importance of understanding the buyer's journey and product features. She explains how to map out the entire buying process, from market overview to product details, and recommends creating 5-9 core landing pages that can be reused and adapted for different campaigns.Tas shares practical tips for improving landing pages, including the value of anchored navigation and the importance of relevant, high-quality gated content. She advises marketers to focus on providing genuine value in all marketing efforts, especially when it comes to gated content. The conversation also touches on the benefits of this approach for lean marketing teams, allowing them to do more with less while maintaining consistency and quality.The discussion concludes with Tas offering insights on testing and iterating landing pages, emphasizing the importance of transparency and data-driven decision-making. She highlights the need for marketers to take initiative and run experiments, even with limited resources. The episode wraps up with Tas sharing her biggest "content marketing ick" - gated content that fails to provide real value to the reader. This episode is essential listening for B2B marketers looking to enhance their landing page strategies and optimize their digital marketing efforts.

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén interview Taylor Young, Director of Strategic Initiatives at Terminus. The discussion centers around Account-Based Marketing (ABM), emphasizing the importance of aligning marketing and sales teams to execute effective ABM strategies. Taylor, dubbed the "ABM Queen," shares insights on launching successful ABM campaigns, highlighting the significance of understanding one's customer base and creating tailored content that resonates with target accounts.Taylor outlines the three C's of ABM: customer, creative, and content. She stresses that knowing your customer well is crucial for ABM success, as it allows for the creation of targeted and meaningful campaigns. Creative efforts should be organized and strategically published across multiple channels to effectively surround target accounts. Content, being the backbone of ABM, must be compelling and informative, avoiding lazy approaches that fail to engage potential customers.The episode also dives into the evolution and scaling of ABM, from its origins in large-scale, one-to-one marketing efforts by companies like Accenture and IBM to more cost-effective, scalable approaches made possible by platforms like Terminus. Taylor discusses how companies can leverage personalized tools and data to refine their ABM strategies, ensuring that their content reaches the right audience at the right time.

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén are joined by Jenna Quick from Bellxcel, a seasoned Google Ads expert, to dive into effective strategies for running Google Ads campaigns, especially for small B2B marketers. They begin by discussing the fundamentals of Google Ads, highlighting the importance of targeting the right audience and avoiding common pitfalls. Jenna emphasizes the need for a strategic approach, especially when dealing with limited budgets, and offers practical advice on how to maximize the impact of ad spend.Jenna shares her insights on how to allocate different budgets, ranging from $100 to $10,000, and explains the importance of narrowing down the audience to ensure ad dollars are well spent. She illustrates how even a small budget can be effectively used for brand awareness if approached correctly. The conversation also touches on the significance of high-quality landing pages and how they play a crucial role in the success of ad campaigns. Jenna provides tips on maintaining simplicity and relevance in landing page design to enhance user experience and conversion rates.The discussion concludes with Jenna offering valuable advice on Google Ads bidding strategies and the use of various tools for optimizing ad performance. She highlights the importance of continuous learning and adaptation in the dynamic field of digital marketing. The episode wraps up with a light-hearted segment where Jenna shares her biggest "marketing ick," adding a personal touch to the informative discussion. This episode is a must-listen for marketers looking to enhance their Google Ads skills and optimize their ad spend effectively.

In the latest episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén sit down with Anna Burgess Yang of ABY Creative. The discussion centers on maximizing the use of high-quality content through automation, particularly for solo marketers and small teams. Anna shares her innovative approach to ensuring no content goes to waste by repurposing it efficiently.Anna explains the importance of automation in the content creation process. She uses tools like Zapier and ChatGPT to automate repetitive tasks, allowing her to focus on producing valuable content consistently. Her method includes using transcripts from conversations and turning them into multiple pieces of content for different platforms, ensuring a continuous and varied content stream.The episode highlights how automating content processes can save time and enhance productivity. Anna emphasizes the value of repeatedly sharing core messages in different formats to reinforce brand identity and engage audiences effectively. Her insights provide a practical roadmap for marketers looking to optimize their content strategy and maintain a strong online presence.

In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Camille Trent, Director of Content & Community at Teal. Camille, who previously hosted the show, joins as a guest to share her insights on content marketing. The conversation starts with Camille expressing her excitement about the show's continuation and her role as a guest, enjoying the opportunity to discuss content strategies with fellow marketers.The trio dives into their biggest "content icks," highlighting common mistakes and misconceptions in content marketing. Dallion discusses the pitfalls of creating dedicated content rooms for small teams, emphasizing the importance of agility and sustainability. Camille adds her perspective, stressing the need to avoid perfectionism and focus on creating impactful content quickly. They all agree on the value of prioritizing content creation over unnecessary production complexities.Camille's top "ick" is the overuse of generic SEO blog intros, which fail to engage readers. She advocates for more thoughtful, engaging beginnings to content pieces. The discussion also touches on the integration of AI in content creation, with Camille emphasizing the importance of proper research and editing to avoid formulaic and uninspired outputs. The episode concludes with a lively debate on maintaining fresh, relevant content and the pitfalls of lazy research and statistics.

In this episode of Content Logistics, host Camille Trent engages with Stephen Pope on the intricate dance of high-volume content creation and distribution. Stephen underscores the significance of systematizing content production to handle volume without sacrificing quality. He delves into strategies for organizing, producing, and distributing large quantities of content, emphasizing the importance of a structured approach through tools and technologies.They further discuss the challenges of maintaining a consistent and impactful content flow. Stephen shares insights on balancing the creative aspects with logistical necessities, highlighting the role of databases and automation in streamlining processes. The conversation turns to the practicalities of managing content at scale, including the use of metrics and feedback to refine strategies and improve engagement.Lastly, the episode touches on the future of content logistics, with Stephen suggesting that adaptability and continuous innovation are key to leveraging high-volume content. He reflects on the evolving landscape of content creation, driven by technological advances and changing audience demands, stressing that successful content strategy is not just about quantity but strategically using volume to build presence and influence.

In this episode of Content Logistics, host Camille Trent welcomes Eric Doty, the content lead at Dock, who shares his insights on SEO and content operations. Their conversation kicks off with Camille expressing excitement about having Eric on the show, citing his previous appearance on the Superpath podcast and his expertise in SEO as key reasons for inviting him​​.Eric, with his background in SEO and experience as a one-person marketing team for seed-stage startups, discusses the importance of SEO in content strategy. He emphasizes the foundational role of SEO content in the growth and scaling of a company, particularly in the early stages. This approach, driven by both his past experiences and the specific needs of the company, underscores the strategic importance of SEO in building a company's online presence​​.Throughout the episode, Eric offers valuable insights into the world of content marketing, highlighting the significance of SEO in establishing a robust digital footprint. This conversation is a must-listen for anyone interested in the intricacies of content strategy and the role of SEO in driving business growth.

In the latest episode of Content Logistics, host Camille Trent welcomes Qasim Makkani from Adcetera for an insightful conversation on the nuances of marketing and content strategy.The discussion opens with an exploration of the fundamentals of marketing communication. Camille and Qasim dive into the importance of understanding your audience and the art of translating complex messaging documents into effective market strategies. As the episode progresses, Qasim shares his perspective on the challenges and intricacies of branding and messaging in both startup and enterprise environments. He emphasizes the need for a solid positioning foundation, elaborating on how it serves as a starting point for all marketing endeavors. The podcast culminates with a focus on the practical aspects of content creation. Camille and Qasim discuss the balance between creativity and constraints in content marketing, exploring how boundaries can foster more focused and effective messaging. This episode of Content Logistics offers a deep dive into the strategic thinking behind successful marketing and content creation, providing valuable insights for professionals navigating these complex fields.

In this episode of Content Logistics, host Camille Trent engages with Jess Cook, Head of Content at Lasso, in a deep dive into the first 30, 60, 90 days as a new content leader at a tech startup.The conversation kicks off with Jess sharing her journey from a junior copywriter to a creative director, focusing on B2C brands. The duo then explores the importance of understanding the product, the current content landscape, and customer research in the initial month. Jess emphasizes the need to listen, learn, and not rush into writing or creating.As the discussion progresses, they delve into the logistics of content onboarding, discussing the need for access to communication tools, CRM systems, and project management tools. They also highlight the significance of understanding the budget, tech stack, and human resources available. Jess concludes with advice for new content hires, encouraging them to ask questions and seek clarifications.This episode is a must-listen for anyone stepping into a content leadership role in a tech startup. It offers valuable insights into setting the right pace, asking the right questions, and establishing a solid foundation for success.

In this episode of Content Logistics, host Camille Trent dives into a deep discussion with Ramli John from Appcues. They explore the intersection of AI and content marketing, shedding light on how AI can streamline podcast production and save time.The conversation takes a turn toward the practical application of AI in everyday life. They discuss the use of AI tools like Miro for ideation and brainstorming and how these tools can automatically branch out ideas, saving time and effort. They also touch upon the use of AI for creating images and videos and how AI can be integrated into social media tools like HubSpot.Towards the end, they discuss the importance of content distribution and how AI can aid in repurposing content for different platforms. They also touch on the value of AI in content measurement, highlighting its impact on increasing impressions on platforms like LinkedIn and Twitter. This episode is a must-listen for anyone interested in leveraging AI for content marketing.

In this episode of Content Logistics, Camille Trent dives into the world of research content. She outlines five key strategies to leverage research for content creation.Firstly, she discusses the value of Roundup research. It's a level-one strategy but can provide valuable insights and hooks for your product story. Secondly, she explores the classic industry report, emphasizing the importance of mixing quantitative and qualitative data.In the third strategy, Camille introduces the concept of community-led research reports. She emphasizes the importance of unbiased data and the role of surveys in gathering this data. The fourth strategy is a twist on the third - replacing surveys with quizzes to gamify the process and increase engagement.Finally, she discusses product-led research, using your product data to create compelling content. Camille encourages listeners to share their thoughts on these strategies and their experiences with research content. This episode is a must-listen for anyone looking to enhance their content strategy with research.

In this episode of Content Logistics, Jeremiah Rizzo sits down with Camille Trent, Director of Content & Community at PeerSignal & Keyplay. They delve into the art of crafting a compelling newsletter, with Trent sharing her unique approach to data analysis and content creation.Trent emphasizes the importance of understanding the data and finding the story within it. She explains how she breaks down the newsletter into segments, starting with social proof and a recap of the previous week. She also highlights the importance of linking out to related posts, creating a growth loop for the content.The conversation also explores the evolution of their newsletter. Trent shares how she and her team continually refine their content based on feedback and data analysis. She also discusses the results they've seen, including a significant increase in subscribers. This episode is a must-listen for anyone looking to improve their content strategy and engagement.

In this episode of Content Logistics, host Camille Trent engages in a deep dive with Stewart Hillhouse, Head of Content at Mutiny. They explore the personal nature of email as a medium, contrasting it with the more public domain of blog posts. Stewart shares his journey into content marketing, which began with launching his podcast and reaching out to marketers for insightful conversations.The discussion pivots to the power of newsletters and the strategies for audience growth. Stewart shares his insights on creating sections within newsletters, making them more digestible and engaging for the readers. He also emphasizes the importance of storytelling in newsletters, highlighting the human side of marketing.The conversation concludes with a focus on distribution strategies and the challenges of getting content in front of the right audience. Stewart shares his tactics and strategies, providing listeners valuable takeaways to apply in their content marketing efforts.

In this episode of Content Logistics, host Camille Trent delves into the essential elements of a successful podcast interview, starting with a strong framework for the show and individual episodes. She emphasizes the importance of nailing the premise and having a clear, engaging topic to draw listeners in.Camille also discusses the role of the host as a director and live editor. She shares valuable tips for keeping the podcast on track, including mapping out the story, rephrasing questions, and recapping answers. Camille particularly highlights the significance of being silent, allowing guests to fully express their thoughts and avoid awkward overlaps. By doing so, the conversation flows better and ultimately leads to more meaningful discussions.Lastly, she encourages listeners to reach out with their tips and experiences. This open invitation paves the way for a follow-up episode incorporating audience input, showcasing the podcast's commitment to continuous improvement and fostering a community of engaged listeners.

Content creation is hard work, and if you want to start a podcast or create engaging content for your audience, you need to build a strong strategy. However, the most vital thing to remember is that it's all about your audience; so, you need to put yourself in their shoes.In this episode of the Content Logistics podcast, our host Camille Trent welcomes Tommy Walker, the founder of The Content Studio. They talk about the importance of understanding your customer's journey, how you can engage your audience, and why you need to speak to the humanity of your audience.

Account-based marketing (ABM) is a strategic approach where you align sales and marketing to bring in new valuable customers. It aims to engage and convert high-value prospects into paying customers. But how do you create content that converts better for ABM campaigns?In this episode of the Content Logistics podcast, our host Camille Trent welcomes Corrina Owens, Sr. Demand Gen Manager at Gong. They talk about how ABM helps marketers elevate their content, why you need to focus on the voice of the customer, and how to lift up your prospects even before they're customers.

Creating unique content becomes challenging as the business climate and customers' knowledge and preferences change. But, as we established a while ago, we don't expect content creators to reinvent the wheel. Instead, an occasional walk down your blog's ''memory lane'' helps reintroduce old topics, analyze their current performance, and determine where change is necessary. Nate Turner, the CEO & co-founder of Ten Speed, joins us in this episode of Content Logistics to discuss the causes and consequences of content decay and how companies should deal with it to prevent it from hurting their growth.

In this podcast episode, we discuss the impact of the ongoing recession on content teams, which are often the first to face budget cuts. Many companies perceive content teams as dispensable, but our guest, Anthony Kennada of AudiencePlus, argues that content is essential for marketing success. As Kennada puts it, "Without content, there is no marketing. Content is the flywheel that makes marketing happen."Anthony explains why companies should keep their content teams, emphasizing their role in content distribution. He also discusses the shift in consumer behavior and how people consume content. According to current trends, as Anthony notes, content built around consumers, and not an algorithm, will drive business growth in 2023. 

Integrated marketing is a strategy for delivering a unified message across all the marketing channels your brand uses. It lets businesses have a cohesive narrative about their brand and have a significant impact with their campaigns. And with an integrated marketing strategy, you can deliver mixed media messages or communicate in an independent voice. But marketing across multiple channels is also a challenge. The more you use, the more difficult it becomes to ensure message consistency. Given the complexity of digital marketing channels, integrated marketing usually requires focused planning and effort, and that's where an integrated marketing strategy can be of great help. In this episode of Content Logistics, our host Camille Trent welcomes Ashley Faus, the director of Integrated Product Marketing at Atlassian. Ashley gets into the structuring of a marketing team and why it's important not to separate the content and distribution parts from product marketing. Ashley and Camille discuss integrated marketing, the importance of shared goals for creating the right content strategy, and Ashley's different roles.

Content marketing is a strategy to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And if you want to stand out from the competition, you can create branded content that helps illustrate your company's point of view and evokes an emotional response from your audience. But you need to know your audience for this strategy to succeed. If you don't understand your ICP and audience, you won't know how to go to market and how to build a better product. So, you need to know what your audience wants from your product and content.In this episode of Content Logistics, our host Camille Trent welcomes Amanda Natividad, VP of Marketing at SparkToro. Amanda explains how you can create a successful content brand. Amanda and Camille discuss audience research, the ways to do it, and its benefits for the marketing team.

''Every B2B SaaS company should be a media company,'' says Melissa Rosenthal, the Chief Creative Officer at ClickUp and our guest on this episode of Content Logistics. In this episode, host Camille Trent sits down with Melissa to discuss the importance of B2B SaaS companies operating as media companies. Melissa emphasizes that by creating targeted content and building long-term connections with their audience, B2B SaaS companies can drive significant business growth. She also highlights the benefits of producing evergreen content, which can save time and resources in the long term.Throughout the episode, Melissa provides valuable insights and real-life examples to support her argument. She also offers practical tips for creating content that stands out in the feed. Melissa also highlights how to plan and execute a media strategy, including hiring and budget considerations. This episode is a must-listen for any B2B SaaS business looking to optimize its content marketing efforts and understand what it means to function as a media company.

Writing a book seems like a daunting task, and it definitely requires a lot of hard work and patience. But the sooner you start writing, the better you'll eventually become.In this episode of the Content Logistics podcast, our host Camille Trent welcomes Diego Pineda, an author and a content marketing manager at Dooly. Diego is also a published author with a rich portfolio of fiction and nonfiction books. Camille and Diego chat about why you need to write about frameworks, not ideas; testing your ideas online; and the importance of gaining insight into your audience.

The job market is extremely hot right now, and many people are looking to build their careers and shift into better roles. But how do you evaluate different content marketing job opportunities to make sure you pick the best one? In this episode of the Content Logistics podcast, our host Camille Trent talks about the most vital factors to consider when evaluating your career path. She shares some tips for understanding whether a specific role or a company is the right choice for you. 

Content marketing is used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. And in a saturated market, content marketing can help brands stand out from the competition and reach audiences, adding value by providing informative and engaging content to drive brand awareness, loyalty, and ultimately, sales.But content marketing is not static, and it doesn't look the same now as it did ten years ago — just as it won't look the same in ten years. Today, content marketing comes in the form of websites, social media, podcasts, blogs, etc., and if you form your content marketing team, you must be careful in your selection, and choose only those who love the job.In this episode of Content Logistics, our host Camille Trent welcomes Mark Kilens, the CMO of Airmeet. Mark and Camille get into the importance of content marketing and how to build a content marketing team. They discuss who are good marketers and what falls under the purview of the content department.

Customer reviews are a great way to get valuable customer insights. And they are the best way to improve your product offering.Customer reviews are also a powerful form of social proof that can help you strengthen your brand image and better position yourself in the market.In this episode of the Content Logistics podcast, our host Camille Trent welcomes Nick Bennett and Jay Desai. Nick is the director of evangelism and customer marketing at Alyce, and Jay is the head of marketing at Captivate Talent. They talk about leveraging customer reviews as social proof, why you should systemize your review processes, and why it's important to have your own reviews page.

Developing an effective content strategy is a top priority for a lot of marketing teams. And marketers have to constantly stay up to speed with algorithm changes in order to rank their best content.But if you monitor the algorithm too closely and don’t pay attention to your customers’ questions, then your content may miss the mark (i.e., won’t lead to revenue).And that’s where a community-led content marketing strategy comes in. This type of strategy can help your team balance SEO requirements and customer questions.In this episode of Content Logistics, John Bonini, the Director of Marketing at Databox, joins our host Camille Trent to discuss community content. John shares how his company approaches it, why they decided to go in that direction, who is involved in the process, and why content writers should be reporters rather than columnists, at least at the beginning of their careers.

“Ungate all of your content. Provide all of your content for free without even asking for an email address.” But this advice is easier said than done.Ultimately, companies must create content to build awareness and drive growth. And SaaS companies have to articulate the value of their solution through content. But while some may profit from offering all of their content for “free”, others may need to use gated assets to meet their specific goalsSo is gated content really dead? Or is there a place for it?In this episode of Content Logistics, our host Camille Trent welcomes Marc Thomas, Head of Growth at Powered by Search. The two discuss gated content and when and how companies should use it. Marc also discusses lead generation and whether the term is relevant in 2022. He also shares valuable tips on how to grow your customer base and emphasizes the power of repurposed content.

Lately, we've witnessed the rise of community-led growth — a go-to-market strategy that relies on the impact, influence, and inputs from a strong, supportive community as the main lever for product and business growth. And having a strong community creates a win-win situation for your users and your business. But many have difficulties creating a good community because they do not understand what it means. If you really don't understand your customer or your audience, you're probably not going to be able to create a good community because a community is not just a place; it's much more than that.Joel Primack is the social and community specialist at Lattice, an advisor at Charla, and the co-founder of Revenue Era, a private community. He believes that community is less about what you actually see and more about how people feel in it.In this episode of Content Logistics, Joel gets into communities and when and why we need them. Joel and our host Camille Trent discuss community-led growth — what it is, how you go about it, and how it can benefit a company or entrepreneur.

Content marketing is used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.  And it can be one of the most effective tools to help businesses grow.But not all companies are successful at creating a content marketing strategy. Some often focus too much on tactics and not enough on strategy, while others target too broad an audience. Also, the fact that different types of companies should have different marketing strategies is ignored.Fortunately, there are content marketing agencies that strive to create the best content for the web. One of them is Animalz, which provides high-quality content marketing to enterprise companies, startups, and VC firms.In this episode of Content Logistics, our host Camille Trent welcomes Ryan Law, VP of Content at Animalz. Camille and Ryan get into the importance of a content marketing strategy and the right approach to it. In addition, they discuss thought leadership as one of the tools for content strategy and how to create a content marketing strategy for different types of companies.

Companies create content in various formats, including text, audio, and video. But there’s no such thing as one-size-fits-all in terms of content strategy. Therefore, companies that acknowledge the importance of content marketing (more and more do, especially in the tech space) put a lot of thought into creating a high-quality content team that thinks out of the box. However, that’s easier said than done as content evolves, and companies must stay on top of trends to stay relevant and meet customers’ needs. Fortunately, many successful content creators/team members like Bridget Poetker and Brendan Hufford are willing to share valuable tips to make the job of aspiring content creators easier.Bridget and Brendan join host Camille Trent in this episode of Content Logistics. The three discuss different content roles, the importance of a great content leader, things to consider when creating/joining a content team, and how company culture can make or break a content team.

Website optimization, which primarily involves changing the content and HTML code, is used to improve a site’s overall ranking. But for most businesses, it's challenging to find untapped opportunities in today’s highly competitive SERPs. In this episode of Content Logistics, Camille Trent welcomes Steve Toth, SEO advisor and the former SEO Manager at FreshBooks. Camille and Steve get into how to grow your website from 0 to 50k clicks per day. And they talked about the importance of using Google tools, Chrome extensions, SEO tools (SEO Minion and Ahrefs), keyword clustering tools, and text tools.