Content Marketing for Growth
Season: 2 | Episode: 3
Published: February 3, 2025
By: Byer Co
This podcast episode from Byer Co. argues that content marketing is crucial for business growth. It explains how to develop a successful content marketing strategy by defining target audiences, creating valuable content, and measuring results using key performance indicators. The post emphasizes building thought leadership and brand authority through consistent, high-quality content distribution across various platforms, including social media and email marketing. It also highlights the importance of user-generated content and influencer partnerships to enhance reach and engagement, providing case studies to demonstrate successful implementations. Finally, the post advocates integrating content marketing with broader marketing strategies for maximized impact.
Link: Content Marketing for Growth
Keywords: Marketing,seo,digital marketing,web design
Episode Transcript
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Welcome to the all new digital rage. I'm Jeff the producer here at Byer Company.
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In this episode we take a deep dive into content marketing for growth.
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We share strategies that work for us and our partners for sustained visibility and engagement.
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So let's get into it.
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All right, ready to dive in?
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Today we're looking at content marketing, really getting into how it can drive growth.
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That's good.
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You know how to get those real measurable results.
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That's what everyone wants to see.
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Yeah, for sure.
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And we've got a great guide for this Jeff Byer's article.
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The secret sauce.
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How content marketing drives growth.
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I think one of the most interesting points.
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Okay.
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Buyer makes in this article is how content marketing really changes the game.
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Okay, it's about becoming a trusted advisor.
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Not just blasting out ads.
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Oh, that's a great point.
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It is pretty fascinating how it's almost like flipping the script right.
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Instead of interrupting people with ads, you're giving them something valuable.
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Something that actually pulls them in.
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Yeah.
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Think about Michelin.
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The tires?
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Yeah, the tire company.
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You know those Michelin star restaurant guys.
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They weren't just focused on selling tires.
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I mean, they offered something that was super valuable to their target audience.
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People who love fine dining.
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Right.
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And it really worked.
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It built incredible trust,
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authority for the brand.
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And indirectly, I'm sure it helped their tire sales too.
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I love that example with the Michelin guide.
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It makes you realize how powerful that kind of subtle approach can be.
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Definitely.
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So instead of shouting about how great your product is,
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you offer something so useful that people just naturally connect your brand
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with expertise and quality.
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Exactly.
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And it's not just about creating any content.
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It's got to be good.
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You really have to understand your audience.
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What do they need?
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What are their challenges?
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Their aspirations.
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You know, buyer really highlights the importance of audience research.
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Right.
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Imagine you spend months crafting this content.
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Oh, yeah.
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And it just completely misses the mark.
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Because you didn't bother to understand what your audience actually wanted.
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Yeah, that's like, that's the content marketing nightmare.
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Right?
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You're putting all this effort in.
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Absolutely.
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And then it just falls flat.
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Yeah.
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So you really have to get that audience research right.
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Yeah.
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Right from the start.
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But okay, so you nail the research.
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Then what?
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What does content that really resonates with people actually look like?
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Oh, buyer breaks it down into three key elements.
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Okay.
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Okay.
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Actionable insights.
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So think practical advice.
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Yeah.
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Captivating narratives.
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Weaving, engaging stories.
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Okay.
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And timely information.
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Keeping your audience updated on the latest industry trends.
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So it's about being a resource.
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So valuable.
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Yeah.
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One they can't do without.
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It sounds like such a powerful mix.
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Giving people what they need in a way that's actually captivating.
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Yeah.
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And staying ahead of the curve.
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That's like the recipe for content marketing gold.
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Precisely.
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But creating great content.
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It's only half the battle.
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Yeah.
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Buyer talks about strategic content development.
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So that's where you diversify the types of content you put out.
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Okay.
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Webinars, case studies.
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Maybe some interactive infographics.
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But you got to maintain a consistent brand voice
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across all the different platforms.
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So it's about keeping things fresh and engaging.
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Yeah.
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Using different formats to reach different types of learners.
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But at the same time, you have to make sure it all feels connected
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on brand.
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Yeah.
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It's like building almost like a content ecosystem
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where everything every element supports the other elements.
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That's a great way to put it.
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Yeah.
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A content ecosystem.
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Yeah.
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Speaking of ecosystems,
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we need to think about how to get this content out there.
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Strategically distribute it.
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So it reaches the right people.
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Yeah.
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That's super important.
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You could have the best content in the world.
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But if it's hidden on page 10 of the Google results,
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no one's going to see it.
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Exactly.
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That's what buyer is getting at.
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You talk about establishing the centralized content hug
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like a really well structured website.
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And then strategically going out from there
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to connect with different parts of your audience
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on platforms like Facebook.
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LinkedIn maybe even through personalized email campaigns.
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So it's a mix of having that home base for your content.
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And then using different channels to get it in front of the right eyes.
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Absolutely.
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Think of it as a multi-pronged approach.
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Making sure your content is discoverable.
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Yeah.
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Shareable and ultimately impactful.
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This distribution strategy makes so much sense.
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Yeah.
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But I'm curious about one thing.
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Oh good. What's that?
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buyer also mentions partnerships.
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What's the role of partnerships when it comes to
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getting your content out there?
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It's a great question.
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You know, buyer really highlights the value of collaborating with other experts.
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Or influencers.
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So think guest contributions.
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Okay.
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You know, on platforms that already have a big audience.
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Or maybe influencer partnerships.
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Where you leverage the credibility.
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And the audience of those who are already kind of thought leaders in the space.
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So it's about strategically tapping into existing networks.
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Yeah.
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To get that message amplified.
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Exactly. Working smarter and not harder.
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Reaching a wider audience through strategic alliances.
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It's fascinating how all these pieces start fitting together.
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Right.
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You've got the content itself.
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Yeah.
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Different formats.
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The distribution strategy.
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It's like we're building a content marketing machine here.
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It is.
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But how do we know if it's actually working?
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How do we measure whether all this effort is paying on?
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That's where we have to dive into the world of key performance indicators.
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KPIs.
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Buyer really emphasizes how important it is to figure out
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what metrics actually matter for your goals.
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And learning how to interpret them effectively.
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Okay.
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Let's get into those KPIs.
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What should we be paying close attention to?
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Well, first, we got to understand how people are interacting with our content.
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We got to understand how people are interacting with our content.
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Buyer talks about website traffic analysis.
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Not just looking at the numbers.
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But really diving into the engagement.
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Right.
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Are people actually spending time on your site?
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Are they clicking through to different pages?
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Or are they bouncing right off?
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You know, these metrics tell a story.
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Oh, yeah.
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About what's working and what's not.
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So it's not just about getting people to the page.
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It's about keeping them there.
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Absolutely.
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Making sure they're engaged and wanting more.
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And what about social media?
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How do we know if our content's killing it on those platforms?
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That's where engagement metrics come in.
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You know, likes, shares, comments, all that good stuff.
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The more interaction you have, the greater your organic reach.
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It means people are actually talking about your content.
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Sharing it with their networks.
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That's brand visibility right there.
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It makes sense.
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It's about creating that ripple effect.
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Yeah.
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Where your content spreads organically.
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Through social sharing.
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But at the end of the day, we want to turn those engagements into
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you know, actual business results.
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Leads, customers.
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How do we track that?
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Buyer says it's crucial to monitor lead generation and conversion rates.
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You know how good is your content at actually bringing in potential customers
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and then guiding them through the sales funnel.
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So you're looking at that whole customer journey.
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Exactly.
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From the first time they become aware of you,
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all the way to making a purchase and seeing how content impacts each stage.
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Yes.
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Connecting content engagement with tangible business outcomes.
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I'm starting to get really excited about the possibilities here.
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But Buyer also mentions customer retention.
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How does content play into that?
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Well, think about like this.
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You've got the customers.
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But how do you keep them?
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How do you keep them engaged, loyal?
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Yeah, how do you make sure they stick around?
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Content.
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Content plays a vital role.
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It's about giving them ongoing value.
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You know, addressing their needs as they change.
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Building a sense of community.
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So you're turning one time buyers into like lifelong fans.
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It's like you're nurturing that relationship.
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Yes.
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With valuable content.
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Keeping it healthy, keeping it thriving.
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This whole picture of content marketing.
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It's starting to come together so beautifully.
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I know, right.
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But how do we fit it in with the rest of our marketing strategy?
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It can't just exist on its own.
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Right.
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Absolutely not.
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Buyer's really big on this.
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He says it's super important to integrate content marketing
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with other things you're doing.
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SEO, social media, email marketing.
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The idea is to create this unified brand message
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that resonates across all channels.
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So it's like weaving content into everything we do,
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making it part of the fabric of our marketing.
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Exactly.
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But how does that work in practice?
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Can you give us some concrete examples?
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Sure.
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Let's start with SEO.
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Buyer says SEO and content marketing.
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They're like peanut butter and jelly.
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Okay, I like that.
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You know your content can attract organic traffic.
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If you're using the right keywords,
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if it ranks higher in search results.
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Makes sense.
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But it's not just about stuffing keywords in there.
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It's about aligning the topics of your content
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with what people are actually searching for.
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What questions are they asking?
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Right.
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If you can provide the answers,
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you become that valuable resource.
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And Google loves recommending those.
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So it's about meeting people where they are
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at the moment when they need something,
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giving them the information they're searching for.
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Yes.
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That's how you build trust and authority
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with your audience and with the search engines.
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Okay, what about social media?
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How does content fit into that whole world?
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Well, buyers suggest using content on social media
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to get conversations going.
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Spark engagement.
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Okay.
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So think little snippets.
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Fought provoking questions.
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Maybe some eye catching graphics.
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And those can all link back to your website.
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You're creating buzz around your content,
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pulling people into your world.
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So you're using social media to give people a taste.
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Get them curious and then direct them to the main course.
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Exactly.
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Then there's email marketing.
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Buyer says email is a great way to deliver content
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directly to your subscribers.
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You know you can curate it, personalize it,
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highlight key themes, guide people to the resources they need.
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It's like having a personal guide for your content.
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Right.
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Delivering those tailored recommendations,
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keeping people engaged.
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Content is so versatile.
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It really can adapt to all these different channels.
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But with all these moving parts,
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how do we make sure it's all working together smoothly?
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That's where cross-channel evaluation is key.
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You know, buyer emphasizes that you have to keep an eye on performance
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across every platform.
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You got to see what's working, what's not.
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Right.
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So you can tweak things as needed.
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It's about constantly refining your strategy,
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making sure everything's aligned with your goals.
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That integration piece is so important.
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It's not just about making content.
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It's about creating a cohesive experience.
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An impactful one across all these different channels.
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But buyer also talks about user-generated content,
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that's creating an influence or partnerships.
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Where do those fit into the picture?
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User-generated content or UGC.
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It's super powerful.
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Buyer points out that it's like a form of social proof.
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Oh yeah.
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You know, it builds credibility.
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It makes your brand feel more authentic.
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When real customers share their experiences,
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that's a powerful endorsement.
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Yeah.
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It's something that potential buyers really trust.
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It's like having this army of brand ambassadors.
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Exactly.
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All singing your praises.
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Yeah.
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Authenticity is huge in marketing today.
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And UGC is a great way to tap into that.
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So how do you encourage people to create and share those experiences?
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Buyers give them opportunities to participate.
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Run contests.
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Ask for testimonials.
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Okay.
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Or even just encourage people to tag your brand on social media.
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You want to make it easy?
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And rewarding for people to share their stories.
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Yeah, make it fun.
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Exactly.
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And then there are influencer partnerships.
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Right.
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Buyer emphasizes the importance of collaborating with influencers
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who share your values.
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Okay.
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And who are already reaching your target audience.
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So you can tap into their credibility.
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Reach new people who are already part of their community.
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Right.
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It's about extending your reach.
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And leveraging the trust that influencers have built with their followers.
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It all comes down to trust.
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It buyer really highlights how both user generated content
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and influencer marketing can make brands feel more human.
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Okay.
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More relatable.
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More trustworthy.
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I love that.
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It's about moving beyond the corporate image
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and creating real connections.
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Exactly.
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Through shared experiences.
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Yep.
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And authentic endorsements.
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It's about building a community around your brand.
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Yeah.
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And letting those voices amplify your message.
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This is so insightful.
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I'm really seeing the power of content marketing now.
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But I always love to hear real world examples.
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Does buyer give any case studies?
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You know, to show how these principles actually play out.
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He does.
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Buyer features two really compelling cases.
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Williet.
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Okay.
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And Samurai XDR.
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Perfect.
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Let's dive in.
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First step.
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Williet.
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What's their story?
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Williet is a company that specializes in
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innovative IoT solutions.
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Okay.
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And they had amazing success with their content marketing strategy.
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They were really data-driven.
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Okay.
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They focused on setting clear KPIs.
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Developed a custom dashboard to track their progress.
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Interesting.
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And created super-targeted content
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that really hit home with their audience.
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So they were very strategic.
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Yes.
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And data-driven in their approach.
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What kind of results did they get?
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Their targeted approach led to some big increases.
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Okay.
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Website traffic.
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Qualified leads.
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That's what we want to hear.
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And ultimately sales.
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Yeah.
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Focused on the metrics that really mattered.
00:13:23 - 00:13:24
Yeah.
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And they tracked their progress carefully.
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You know, they were able to prove that
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content marketing was a worthwhile investment.
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Nice.
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So a focused data-driven approach
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leads to impressive results.
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Okay.
00:13:36 - 00:13:38
What about Samurai XDR?
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What did they do differently?
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Samurai XDR.
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They were Cybersecurity Farm.
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Okay.
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And they went for a high output approach.
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Okay.
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Putting out 10 key content pieces per month.
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They focused on creating evergreen content.
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Evergreen.
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Yeah.
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Content that could be shared across multiple channels.
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And repurposed over time.
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Byer called it a create once distribute forever strategy.
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I like that.
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Create once distribute forever.
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So they were all about volume.
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And long-term value.
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Yes.
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Making sure their content had lagged.
00:14:07 - 00:14:08
Exactly.
00:14:08 - 00:14:09
And it paid off.
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They were able to expand their contents
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really quickly.
00:14:12 - 00:14:13
Reach a wider audience.
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And ultimately drive business growth
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by focusing on quality content.
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They could be used and reused across
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all these different platforms.
00:14:21 - 00:14:21
Yeah.
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They maximize their ROI.
00:14:23 - 00:14:25
It's fascinating to see how these two companies
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found success using different strategies.
00:14:28 - 00:14:31
Will it focussed on targeted content
00:14:31 - 00:14:32
and meticulous tracking?
00:14:32 - 00:14:33
Right.
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While Samurai XDR was all about volume
00:14:35 - 00:14:37
and evergreen value,
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it just goes to show how flexible content
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marketing can be.
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You can adapt it to your specific needs.
00:14:43 - 00:14:43
Exactly.
00:14:43 - 00:14:45
There's no one-size-fits-all solution.
00:14:45 - 00:14:48
The key is understanding the core principles.
00:14:48 - 00:14:48
Right.
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And then customizing your approach
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based on your goals, your target audience.
00:14:53 - 00:14:54
So true.
00:14:54 - 00:14:56
This is all super inspiring.
00:14:56 - 00:14:58
We've covered so much ground today.
00:14:58 - 00:14:58
Yeah, we have.
00:14:58 - 00:15:00
From the basics of content marketing.
00:15:00 - 00:15:03
To real world success stories,
00:15:03 - 00:15:05
what are the main takeaways you want our listener
00:15:05 - 00:15:06
to walk away with?
00:15:06 - 00:15:07
The most important thing to remember
00:15:07 - 00:15:09
is that content marketing.
00:15:09 - 00:15:11
It's a powerful way to drive growth.
00:15:11 - 00:15:13
Real measurable growth.
00:15:13 - 00:15:13
Yes.
00:15:13 - 00:15:16
When you focus on creating valuable content
00:15:16 - 00:15:18
that truly resonates with your audience,
00:15:18 - 00:15:20
distribute it strategically
00:15:20 - 00:15:23
and constantly measure your progress
00:15:23 - 00:15:25
and refine your approach,
00:15:25 - 00:15:27
you can achieve amazing things.
00:15:27 - 00:15:28
But it's not just about checking boxes.
00:15:28 - 00:15:29
No.
00:15:29 - 00:15:30
And following a formula,
00:15:30 - 00:15:31
right?
00:15:31 - 00:15:32
There's an art to it.
00:15:32 - 00:15:34
You know you have to understand your audience,
00:15:34 - 00:15:36
tell compelling stories,
00:15:36 - 00:15:37
build genuine connections.
00:15:37 - 00:15:38
Absolutely.
00:15:38 - 00:15:39
It's finding that sweep spot
00:15:39 - 00:15:41
where creativity and strategy meet.
00:15:41 - 00:15:43
I think our listeners are probably feeling overwhelmed right now.
00:15:43 - 00:15:45
They've got all these insights swirling around.
00:15:45 - 00:15:47
But taking that first step,
00:15:47 - 00:15:48
it can be so intimidating.
00:15:48 - 00:15:51
Yeah, it can feel like a lot.
00:15:51 - 00:15:51
Definitely.
00:15:51 - 00:15:54
But that's where buyers' insights are really helpful.
00:15:54 - 00:15:55
Think back to those case studies.
00:15:55 - 00:15:58
They give us some really concrete examples
00:15:58 - 00:15:59
of how to succeed.
00:15:59 - 00:15:59
They show that,
00:15:59 - 00:16:01
whether you're like will yet.
00:16:01 - 00:16:01
Yeah.
00:16:01 - 00:16:02
Very data driven.
00:16:02 - 00:16:04
Or more like Samurai XDR.
00:16:04 - 00:16:06
High output content machine.
00:16:06 - 00:16:09
There's a way to make these principles work.
00:16:09 - 00:16:11
Yeah, those case studies weren't just theory.
00:16:11 - 00:16:13
These were real companies.
00:16:13 - 00:16:14
Getting real results.
00:16:14 - 00:16:17
It makes those principles seem much more achievable.
00:16:17 - 00:16:17
Exactly.
00:16:17 - 00:16:18
And remember,
00:16:18 - 00:16:22
buyer emphasizes there's no one right way to do this.
00:16:22 - 00:16:26
The key is to understand the fundamentals of content marketing.
00:16:26 - 00:16:29
And then tailor your strategy to your own business,
00:16:29 - 00:16:31
your target audience, your goals.
00:16:31 - 00:16:33
So what's the one piece of advice?
00:16:33 - 00:16:35
Most important thing you'd want our listeners to take away from all this.
00:16:35 - 00:16:36
I would say.
00:16:36 - 00:16:38
Start by asking yourself a simple question.
00:16:38 - 00:16:42
What valuable insights, knowledge, or expertise can I share with my audience?
00:16:42 - 00:16:43
Okay.
00:16:43 - 00:16:46
Something that will genuinely help them solve their problems or achieve their goals.
00:16:46 - 00:16:47
Okay.
00:16:47 - 00:16:48
What you have that answer,
00:16:48 - 00:16:50
you're on the right track.
00:16:50 - 00:16:54
You'll be able to create content that connects with people, engages them,
00:16:54 - 00:16:55
and gets results.
00:16:55 - 00:16:56
That's a great place to start.
00:16:56 - 00:16:59
It brings us back to what really matters.
00:16:59 - 00:17:00
Providing value,
00:17:00 - 00:17:02
building those genuine connections.
00:17:02 - 00:17:04
Exactly.
00:17:04 - 00:17:05
As you dive deeper into content marketing,
00:17:05 - 00:17:08
remember to stay curious,
00:17:08 - 00:17:09
experiment,
00:17:09 - 00:17:11
never stop learning.
00:17:11 - 00:17:14
I think we've given our listener a lot to think about today.
00:17:14 - 00:17:17
A really solid foundation for building their content marketing strategy.
00:17:17 - 00:17:18
I hope so.
00:17:18 - 00:17:18
Yeah.
00:17:18 - 00:17:21
And who knows, maybe someday we'll be talking about
00:17:21 - 00:17:23
their success story right here on the deep dive.
00:17:23 - 00:17:24
That would be awesome.
00:17:24 - 00:17:26
Well, thanks for joining me on this deep dive.
00:17:26 - 00:17:27
And to all our listeners out there,
00:17:27 - 00:17:29
keep exploring, keep learning,
00:17:29 - 00:17:30
and keep creating great content.
00:17:30 - 00:17:32
Catch you next time.
00:17:32 - 00:17:36
Reach out to us at jbuyer.com for comments and questions.
00:17:36 - 00:17:39
Follow us at buyer company on social media.
00:17:39 - 00:17:44
And if you'd be so kind, please rate and review us in your podcast app.