In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more. This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/). ************************ Timestamps: 00:00 Intro 03:46 Who is Michael Lowe? 04:25 Michael’s background. 05:22 What is Clari? 08:29 How did they evaluate the idea of category creation? 10:27 Price point at Clari and how it affected the category creation. 13:26 Is category creation harder than “regular” content marketing? 16:17 Coining a term vs. category creation. 19:43 Category creation playbook. 24:29 Content measurement in category creation. 27:22 Learnings from the category creation process. 31:19 Learn more about Michael and At-Bay and get in touch. 32:20 Outro ************************ Useful Links: Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/Website: https://www.at-bay.com/Clari: https://www.clari.com/ ************************ Stay Tuned: ► Website: https://www.superpath.co/ ► YouTube: https://www.youtube.com/@superpath ► LinkedIn: https://www.linkedin.com/company/superpath/ ► Twitter: https://twitter.com/superpathco ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.