In this episode, Nate and Ryan discuss simplifying content distribution. They highlight the common reasons why companies struggle with distribution, such as lack of bandwidth, fear of not having the expertise, and overcomplicating the process. They emphasize the importance of having a schedule and incorporating distribution into the content creation process. They also suggest starting with one channel and gradually expanding, repurposing content, and measuring success through diverse...

In this episode, Nate Turner and Darren Chait discuss the power of a strong relationship between product and marketing in product-led growth (PLG) companies. They highlight the importance of continuous integration between product and marketing teams throughout the growth journey and explore the role of the website in PLG companies and the need for personalized content based on user personas and journey stages. The conversation touches on the impact of a strong brand on content strategy and...

In this episode, Nate and Ryan discuss the challenges of navigating between the advice given by influencers and the reality of working in-house. They explore the need to discern between valuable advice and unrealistic expectations, as well as the importance of balancing done versus perfect. They also provide practical tips for dealing with the influx of advice, such as unfollowing absolutists, saving ideas for future reference, and getting buy-in for new ideas. 03:02 The Challenge of...

In this episode, Nate Turner interviews Michael Goldberg, Director of Content Strategy at Freshworks, about multimedia storytelling and creating content for specific segments and personas. Michael emphasizes the importance of understanding the audience and their needs when creating content. He shares his experience in tailoring content for different audiences, such as marketers, data scientists, and engineers. Michael advises building strong relationships with product and sales teams to gain...

In this episode, Nate and Kevin discuss the concept of content decay and how it has evolved in 2024. They highlight the factors that contribute to content decay, explore the impact of AI overviews on content decay, and provide insights on how to properly address and fix content decay. 04:13 Old Factors and New Factors 10:59 Addressing Content Decay 14:55 Optimizing for SERP Features 28:35 Differentiating Content for a Better User Experience

Note: Unfortunately, the audio quality of this episode is poor. The discussion and insights from Kevin are valuable and worth a listen, or reading of the transcript, so we hope you can get past the low-quality audio and still take something away from it.  In this episode, Nate Turner and Kevin McLaughlin discuss Kevin's experience creating and distributing data reports for Bluevine. The report, called the Business Owner Success Survey (BOSS), focused on small business success and included...

In this episode, Nate and Ryan discuss how to establish an editorial process that gets consistent results. They emphasize the importance of focusing on the post-writing phase of content creation and highlight the need for processes and systems to scale up content production. They also discuss the importance of involving the right stakeholders at the right times and creating a single source of truth for consistent content.   06:03 Flexibility and Bend-Don't-Break Processes 10:57 Conceptual...

In this episode, Nate and Kevin discuss the seven most common technical SEO issues. They cover topics such as website speed, mobile-friendliness, indexation issues, site structure, schema markup, and duplicate content. They also touch on three less common issues: improper localization, reverse proxy, and legacy scripts.   0:57 Website is too slow 4:52 Website is not mobile friendly 8:03 Indexation issues 12:10 Site structure 15:24 Internal linking 19:15 Schema markup 21:08 Duplicate/similar...

In this conversation, Nate and Ben discuss the differences in content strategy between SMB and mid-market/enterprise companies. Ben shares his experience transitioning from a VP of Marketing role to a Director of Content Marketing role and the decision to focus on content leadership. They explore the challenges of targeting mid-market and enterprise companies, such as the higher cost of the product and the need to convince the C-suite. Ben emphasizes the importance of community and...

In this episode, Nate and Ryan discuss the concept of authority content and its importance in content marketing strategies. They define authority content as content that drives brand authority, influences a specific audience, and contributes to an industry or community. They emphasize that authority content is different from SEO content, which is designed to drive traffic and conversions from organic search. 04:53 Elements of Good Authority Content09:48 The Importance of Having a Strong...

In this episode, Nate and Kevin discuss the elements of a comprehensive organic growth strategy. They emphasize the importance of understanding the ideal customer persona (ICP) and how they buy, as well as having deep knowledge of the products or services being offered. They also highlight the significance of competitive analysis, technical foundation, evaluating organic search opportunity, thought leadership, and distribution in a successful organic growth strategy.  10:39 The Importance of...

In this episode, Nate Turner and Ryan Sargent discuss how to get the most out of a research report. They define a research report as a long-form written piece of content based on original data, such as first-party data or data collected through surveys. They highlight the benefits of research reports, including the ability to add something unique to the conversation, establish brand authority, and drive backlinks.   01:08 Defining a Research Report 07:36 Planning and Structuring a Research...

In this episode, Nate Turner and Kamil Rextin discuss the differences between demand generation and brand awareness in marketing. They explore the importance of aligning on definitions and metrics, as well as the need to focus on both the top and middle of the marketing funnel. They also emphasize the significance of revenue operations (rev ops) in ensuring accurate measurement and performance tracking. Overall, the conversation highlights the need for marketers to prioritize business...

In this episode, Nate Turner and Kevin King discuss the 11 most common site migration issues when moving to a new CMS. They cover topics such as internal redirect chains, no index tags left on, staging site getting indexed, canonical URL issues, URL structure changes leading to 404s, page speed and site performance declines, metadata loss, image issues, header tags and content formatting, site maps not updated, and JavaScript and tracking codes.

In this episode, Nate Turner interviews Josh Palmer, the Head of Content for OnBoard, a board governance and collaboration platform. They discuss the growth of OnBoard over the past 12 to 24 months, with a focus on shifting from paid to organic traffic. They also explore the importance of building on an SEO foundation and expanding beyond traditional content marketing.  Takeaways Shifting from paid to organic traffic can lead to more sustainable and efficient growth Building on an SEO...

In this episode, Nate Turner and Ryan Sargent discuss the importance of content briefs in creating quality content. They explain that content briefs provide guidance and information to writers, ensuring that they understand what is expected from the content.   The conversation highlights the components of a good brief, including the purpose of the content, style guide preferences, and subject matter expertise. They also discuss the pitfalls of relying solely on AI-generated briefs and...

In this episode, Nate & Kevin talk about several ways that B2B content teams drift from being aligned with business impact, why it matters, and what marketing leaders can do to resolve these issues. Key moments in the conversation: 2:40 - Workflows bottlenecked with too many people involved8:05 - Investment cases being made but not shared 10:55 - B2B content marketing is expected to drive growth 15:45 - Mindset needed to drive growth 22:07 - Creating content on topics your competitors...

On this week's episode of Content That Grows, Nate is joined by Alli Tunell, Director of Strategy at Sweet Fish, who talked about her approach to modernizing the content playbook. In this episode, Alli shares why she believes there is a genuine desire for a change from the old content playbooks, how the team at Sweet Fish uses a podcast-forward approach to lay out the overall content strategy, and how to approach podcast experimentation. Key moments in the conversation: 5:50 - What's causing...

Welcome back to this week's episode of the Content That Grows. Nate was joined in the studio by Ramli John of Appcues to discuss using an audience-first approach to your marketing strategy. In this episode, the two of them go over why audience-first approaches and evangelists can help your company grow effectively, who is doing this well right now, and what your company needs to think about to execute its own version. Key moments in the conversation: 1:10 - What audience-first means and its...

Welcome back to the Content That Grows. This week, Nate spoke with Ryan Baum about his approach to creating content that uses authority to drive added value and trust for readers/viewers. In this episode, Ryan gives us a first-hand look into why he believes authority is so vital for SaaS content and the ways he's been able to implement it into his strategies. This episode is for people who love getting a front-row seat into how other content marketers are processing the fast-changing digital...

Welcome back to another episode of the Content that Grows. This week, Nate sat down with Stuart Balcombe, Head of Growth at Arrows, to talk about finding key wins without competing with how and where everyone else is. In this episode, they cover how to increase your odds of finding these opportunities, how Arrows found their content-market fit and what that content looks like, and Stuart's least favorite marketing conversation on social media right now. Key moments in the conversation: 1:20...

This week marks the 50th episode of the Content That Grows. In it, Kevin and Derek are discussing a topic that's still a moving target: Google's SGE. In this episode, the two of them discuss what it is, what's changed since Google first announced SGE, and how teams can best prepare for its launch. Key moments in the conversation: 1:40 - What is SGE and what's it able to do? 6:15 - Why SGE is so challenging to discuss right now? 11:00 - Our responses to SGE opinions floating around the...

This week, Nate and Lauren Funaro from Scribe sat down to discuss the why and the how behind their investment in SEO and Content this year. In this conversation, they cover Scribe's decision to get started with an aggressive SEO strategy, what their return has been, how much content they're producing, and how they achieve high volumes with a small team + contractors. Key moments in the conversation: 0:55 - What convinced Scribe to go all-in on SEO & content 6:10 - How are your different...

In this week's episode, Nate sits down with Ronnie Higgins of OpenPhone for an in-depth conversation about the current state of content marketing. They cover a range of exciting topics like how Ronnie and OpenPhone have diversified content offerings after building an initial revenue engine, the original speech that coined the term, "Content is King" and the interesting place we're in as an industry as a result of individual creators and media company emulation. Key moments in the...