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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 foundation is crucial for content marketing success Internal marketing is essential for ensuring that content assets are utilized effectively within the organization Understanding the customer and product is key to developing targeted and impactful content Marketers should strive to have a business mindset and understand the broader context of their organization.   Chapters 00:36 Overview of OnBoard and Growth 04:11 Benefits of Organic Growth 08:03 Expanding Beyond SEO 10:50 Progression of Content Marketing 13:34 Content as Fuel 15:38 Internal Marketing and Content Promotion 26:12 Adapting Plans and Building Momentum 34:26 Importance of Business Context for Marketers  

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 emphasize the value of detailed briefs for success.    Takeaways: Content briefs are essential for providing guidance and information to writers, ensuring the creation of quality content. A good content brief includes the purpose of the content, style guide preferences, and subject matter expertise. AI-generated briefs may lack originality and fail to differentiate content. Detailed briefs with specific instructions lead to successful content creation. Content briefs are valuable for both external contractors and internal writing teams. Chapters:00:46 What is a Content Brief?01:16 Importance of Content Briefs02:22 Components of a Good Brief04:21 Style Guide in Briefs05:22 Subject Matter Expertise in Briefs08:14 Additional Elements in Briefs11:26 The Pitfalls of AI-generated Briefs15:09 Detailed Briefs for Success16:55 Briefs for Internal Writing Teams18:17 The Importance of Introductions in Briefs

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 already cover 28:00 - Leverage reporting to drive alignment across the company

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 people to adapt their content playbooks 9:00 - Talking trend predictions 11:00 - Pushing companies to go beyond the basic interview podcast 13:20 - Approaching podcast experimentation 25:45 - Stop letting AI create your ToFu content

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 advantages 6:30 - The skillset needed to thrive as a company evangelist 11:00 - What companies is this strategy working for? 18:55 - Risks of building around an employee evangelist 23:05 - Your creators need dedicated creation time

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 marketing landscape. Key moments in the conversation: 3:11 - Ryan's "Aha moment for prioritizing authority in content 6:50 - Different SMEs for different responsibilities and products 16:15 - Understanding authority and trust's impact on the reader 27:50 - Exploring the relationship between trust and authority 41:41 - Having multiple leaders with different goals

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 - What does it mean to find low/no-competition wins? 7:25 - How do you find these low-competition opportunities? 11:40 - Taking a product management approach to find opportunities faster 20:00 - Examples of content that has worked this way for Arrows 34:10 - Stuart's least favorite marketing conversation happening on social

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 internet 18:30 - How to approach learning to use SGE in your SEO plan 24:21 - Beware the SGE fearmongering consultants

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 teams convening and finding alignment 10:40 - How Scribe's product informs their content 17:32 - SEO is about answering the question well, not creating a novel 18:33 - What you'll need in place to publish consistently

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 conversation: 2:00 - The end of content marketing as we know it...what does that mean? 9:50 - What the death of B2b content looks like 16:15 - The evolution of content at OpenPhone over the past two years 28:37 - How to talk about investing in new channels with decreased visibility 48:28 - Why the media company conversation is Ronnie's least favorite happening right now

Nate is joined by Natalie Marcotullio, Head of Growth and Operations at Navattic, this week to continue a conversation that more and more PLG companies are having: Should we build an interactive product demo? In this episode, the two of them discuss why this style of demo is so effective, how people are getting them in front of their prospects, and how teams are measuring their impact. Key moments in the conversation: 1:10 - The obvious & non-obvious impact of interactive demos 4:50 - Ways you get interactive demos in front of people 8:45 - Combining SEO and the use of product demos 13:35 - How are teams measuring the effectiveness of interactive demos 17:45 - Why Natalie joined Navattic after using the product

This week we're joined by Andrew Capland, founder of Delivering Value, where he provides 1:1 career coaching to Heads of Growth and advises B2B SaaS teams on product-led growth. In this episode, Nate and Andrew cover everything from interactive product demos to effective content types they've experienced working with PLG SaaS companies.  Key moments in the conversation: 1:20 - Why Andrew's bullish on interactive product demos 10:20 - Different demo experiences for different companies 19:53 - Segmenting prospects by their experience level 21:55 - Content that feeds people into the product 32:24 - Mistakes companies make when implementing a PLG go-to-market motion