Content, Briefly Superpath

In this episode of Content Briefly, we’ve interviewed marketing consultant John Collins and discussed content strategies that work for series A, B, and C SaaS companies, their wavering faith in SEO, their strategic investments in video marketing and data study, and more.

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Timestamps:

00:00 Intro01:22 Who is John Collins?
02:33 Lessons from Intercom's content marketing trials.
05:10 Insights on structuring and scaling content teams.
08:50 Evolving strategies in content marketing and SEO.
12:46 Shifting focus in content marketing strategies.
15:07 The future of content marketing teams.
17:04 Content's role in traffic generation and shaping company voice.
17:36 Challenges and rewards of working independently.
21:16 Balancing writing and consulting.
22:50 Learn more about John and get in touch.
23:51 Outro

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Useful Links:

Website: https://johncollins.cc/
John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/

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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed marketing consultant John Collins, discussed his career at Intercom and Ramp, the content strategies he worked on at both companies and more.

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Timestamps:

00:00 Intro
01:17 Who is John Collins?
04:53 John’s journalism background.
06:45 Diversifying content from ebooks to audiobooks and beyond.
09:41 Real engagement through thought leadership and customer insight.
13:21 Content culture success.
15:57 Pushing boundaries with bold campaigns and events.
20:02 Building a content powerhouse.
22:22 Content strategy nuances.
25:50 Building a specialized content team and managing external agencies.
28:40 The impact of content cadence on audience engagement.
31:44 Simple metrics for measuring content success.
33:01 Engaging audiences where they are.
36:26 Strategic audience segmentation.
38:17 Consulting for content growth and marketing success.
40:02 Learn more about John Collins and get in touch.
41:12 Outro

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Useful Links:

Website: https://johncollins.cc/
John on LinkedIn: https://www.linkedin.com/in/johncollinsireland/

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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Andrew Davies, CMO at Paddle, and discussed the integration of content marketing within business growth strategies, the complexities of content attribution, and more.

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Timestamps:

00:00 Intro 
01:30 Who is Andrew Davies?
01:49 Andrew’s background.
03:22 What is Paddle about, who is it for, and its pricing model?
05:47 Navigating content marketing challenges from a CMO's perspective.
08:10 Balancing creativity and commercial goals in content marketing.
10:38 The complexity of attribution in marketing.
13:29 Integrating customer insights into your content strategy.
14:49 Expectations for content teams to analyze data.
15:57 Elevating brand engagement through episodic video content.
19:14 Balancing specialized content with broad appeal in business strategy videos.
22:10 Content's role in corporate acquisition.
25:07 The emotional core of business narratives and acquisition.
27:18 The remote realities of content production.
28:55 What the path towards becoming a CMO looks like.
32:42 Learn more about Andrew Davies and Paddle and get in touch.
33:24 Outro

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Useful Links:
https://www.paddle.com/studioshttps://www.paddle.com/blog/saas-market-report-march-2024https://www.paddle.com/customersAndrew on LinkedIn: https://www.linkedin.com/in/andjdavies
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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Tom Shapiro,  Founder & CEO at Stratabeat, and Alexis Trammel, Chief Growth Officer at Stratabeat, and discussed their recent report on B2B strategies, how high-performing B2B SaaS companies acquire organic traffic, the effective tactics they use, and more.

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Timestamps:

00:00 Intro
01:32 Who is Tom Shapiro & Alexis Trammell?
04:24 Stratabeat’s origin story.
06:53 Evolving business focus.
09:18 A six-year journey in an agency.
10:50 Adapting to AI and market shifts with a data-driven content strategy.
14:24 Methodology behind the annual content strategy survey.
16:11 Content cadence and traffic growth.
20:28 Balancing content strategy.
22:22 Overcoming content production roadblocks.
26:57 Integrating industry segmentation into SEO strategies.
30:42 Strategies for optimized content performance.
33:00 Tracking site visitors to optimize marketing strategies.
35:08 The power of Original Research in content marketing.
38:41 Learn more about Tom and Alexis and get in touch.
39:09 Outro

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Useful Links:

Website: https://stratabeat.com/
2024 B2B SaaS SEO Performance Report: https://stratabeat.com/research/b2b-saas-seo-study/
Tom on LinkedIn: https://www.linkedin.com/in/tomshapiro/
Alexis on LinkedIn: https://www.linkedin.com/in/alexistrammell/

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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Ryan Law, Director of Content Marketing at Ahrefs, and discussed his career transition from Animalz to Ahrefs, his personal insights on the future of content marketing with generative AI, and more.

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Timestamps:

00:00 Intro
01:51 Who is Ryan Law?
04:41 Ryan’s reflection on leveraging LinkedIn for new opportunities.
07:07 Ryan’s fresh start at Ahrefs and what Ahref is about.
09:52 Navigating Google Analytics and SEO at Ahrefs.
10:41 Inside Ahrefs’ team structure and content strategy.
12:02 YouTube's B2B potential and Ahref’s content creation process.
13:19 Co-leading Ahrefs’ content team with partnership contrasts.
16:49 A realistic take on the generative AI hype in SEO.
19:50 A caution on scaling content with AI.
24:04 AI’s potential in transforming Slack archives into searchable content.
25:52 Key takeaways from Brighton SEO conference.
27:48 Ryan’s personal development journey and side projects.
29:30 Bridging No-Code adventures and Python mastery.
34:06 Learn more about Ryan and Ahrefs and get in touch.
35:48 Outro

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Useful Links:

Ahrefs Website: https://ahrefs.com/
Ryan’s Website: https://ryanlaw.me/
Ryan on LinkedIn: https://www.linkedin.com/in/thinkingslow/
Ryan on Twitter: https://x.com/thinking_slow

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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we’ve interviewed Sara Yin, Senior Editor at Slack, and discussed her content marketing journey at major tech companies, the unique challenges and strategies of developing content at Slack, and more.

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Timestamps:

00:00 Intro
01:27 Sara Yin's career journey from journalist to senior editor at Slack.
07:50 Lessons from Intercom: The human element in content marketing.
11:51 Unpacking content strategy at Shopify .
15:27 The lifecycle of content at Slack.
17:47 Slack's evolution from HipChat rival to market leader.
20:11 Slack’s content evolution post-Salesforce acquisition.
21:33 Content strategy lessons from Jeff Bezos.
23:09 Keeping content creative in an SEO-driven world.
25:51 Enhancing content strategy with AI.
27:10 Building a rich content library from diverse voices.
28:05 How Slack's content strategy empowers writers.
29:22 How Slack’s copy editors shape its voice.
33:56 Content production in large organizations.
34:37 Learn more about Sara and Slack and get in touch.
35:31 Outro

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Useful Links:

Website: https://slack.com/
Sara on Twitter: https://twitter.com/sarapyin
Sara on LinkedIn: https://www.linkedin.com/in/yinsara/

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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

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.