Content Marketing Commute The podcast for European Content Marketers

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Hey there, welcome to another episode of Content Marketing Commute, where we take our discussions on the road – quite literally!
Today, I had the pleasure of chatting with Ines de Campos Pinto, Head of Content Marketing at Oneteam, while navigating the bustling streets of Rotterdam.
In our conversation, Ines shared some super valuable insights into the crucial first 90 days in a new role, shedding light on what it takes to hit the ground running and set yourself up for success.
Establishing Clarity and Setting Expectations
Ines emphasized the importance of crafting a strategic plan for the initial 30, 60, and 90 days in a new role. This framework provides clarity for both the new hire and the company, aligning expectations and setting priorities. As Ines noted, the process of developing this plan offers invaluable insights into the company's dynamics and the role's expectations, ensuring a smooth transition into the new position.
Key Insight: Ines highlighted the need for flexibility within this framework, acknowledging that while the plan sets a roadmap, adaptations may be necessary based on evolving circumstances and priorities.
Balancing Short-Term Wins with Long-Term Strategy
While the urgency to deliver quick wins is palpable, Ines stressed the importance of striking a balance between short-term objectives and long-term strategy. This delicate equilibrium involves tackling immediate needs, such as social media content scheduling and campaign launches, while concurrently laying the groundwork for sustainable growth through comprehensive content audits and strategic alignment across teams.
Key Insight: Ines's approach underscores the significance of fostering collaboration and cross-functional communication, particularly in rapidly growing organizations. By establishing robust systems and processes, content marketers can navigate the complexities of scaling operations while maintaining a strategic focus.
Cultivating a Culture of Reflection and Strategy
In content marketing, there’s always the temptation to prioritize action over reflection. However, Ines advocates for carving out dedicated time for strategic contemplation and planning. By resisting the temptation to just jump into creation and instead prioritize thoughtful strategy development, content marketers can drive impactful outcomes and differentiate their brand in a crowded landscape.
Key Insight: Ines's parting wisdom serves as a gentle reminder to embrace intentional action over hasty reaction, emphasizing the value of strategic foresight in shaping a brand's narrative and cultivating meaningful audience engagement.
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Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/
Connect with Ines on LinkedIn: https://www.linkedin.com/in/in%C3%AAs-de-campos-pinto-a8b1ba59/


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Do you dream of a career where you craft stories, guide businesses, and collaborate with passionate founders? Then this episode is for you!
Jonas van de Poel, Head of Content Marketing at the award-winning B2B SaaS agency Unmuted, shares his secrets.
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What You'll Learn:
What it's like to Work as a Head of Content Marketing in an Agency
Decoding the Founder's Mind: Building Content Together
What Collaborative Content is and How to Do It
Unmuted takes a unique approach, guiding clients through a 3-phase growth program. But it's the agency environment that sets Jonas on fire - a constant stream of diverse challenges across different industries.
Founders: From Fire to Content Marketing Gold
Founders have the passion, but translating that into clear content can be tricky. Jonas shares Unmuted's magic touch:
Building trust to unlock a goldmine of founder knowledge
Extracting insightful stories through in-depth interviews
Helping founders become thought leaders (not influencers!)
Intrigued? Listen now and discover the power of collaboration in content marketing!Get an overview of Unmuted's super cool April Fools campaign, which we talk about in the episode: https://www.linkedin.com/posts/jonas-van-de-poel_aprilfools-tomfoolery-jks-activity-7180845189777739776-KFyM
Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/
Connect with Jonas on LinkedIn: https://www.linkedin.com/in/jonas-van-de-poel/


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Ever feel like you're constantly chasing after new leads, but neglecting the customers you already have? You're not alone. But there's a whole world of content marketing out there that focuses on nurturing those existing relationships – and it's called customer marketing.
This episode of the Content Marketing Commute podcast dives deep into this topic with Anne Louth, a customer content marketer at Foleon. Anne breaks down the key differences between customer marketing and the traditional content marketing we're all familiar with.
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"Traditional content marketing focuses on lead generation, right?" says Anne. "Customer marketing is all about retention and nurturing the customer."
In other words, instead of constantly trying to fill the top of your sales funnel with new prospects, customer marketing helps you plug the leaks at the bottom and keep your existing customers happy.
Anne talks about her experience working in a customer marketing team and the kind of content she creates. "We're not just creating PDFs that nobody reads anymore," she laughs. "We're all about creating engaging content that helps our customers get the most out of the product."
This could include things like onboarding materials, explainer videos, success stories featuring happy customers, and even educational resources to help users become power users.
The episode also highlights the importance of collaboration. "Customer marketing is all about working together," says Anne. "We work closely with the customer success team and the product marketing team to make sure everything is seamless for the customer."
By understanding how customers use the product and what challenges they face at different stages in their journey, businesses can create targeted content that speaks directly to their needs. This is a far cry from the old "spray and pray" approach of traditional content marketing, where you just throw a bunch of content out there and hope it sticks.
"It's like a bucket with a hole in the bottom," says Anne, using a great metaphor. "You can keep pouring content in, but if the customers are just leaving because they're not happy, then what's the point?"
The podcast wraps up with a cool call to action for listeners who want to learn more about customer marketing. Anne recommends checking out the concept of the "bowtie funnel." This is a customer-centric marketing framework that emphasizes the importance of nurturing existing relationships alongside your lead generation efforts.
So, the next time you're thinking about your content marketing strategy, don't forget about the customers you already have! By creating valuable content that helps them succeed, you can build stronger relationships, boost customer lifetime value, and ultimately grow your business.
Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/ Connect with Anne on LinkedIn: https://www.linkedin.com/in/anne-clemence-lauth/
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Are you one of those marketers for whom ‘outbound’ is (or was) a dirty word? I was there once.
But guess what? It turns out building awesome content and waiting for leads to appear isn't always the answer to generating revenue for your business.
Here's the deal: outbound marketing and sales are still a thing, and content can be your secret weapon. This episode is packed with tips on how to make content marketing your best friend in the wild world of outbound B2B marketing and sales.
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Content: The Superpower Your Sales Reps Didn't Know They Had
Think cold calling is a nightmare? You're not wrong. But imagine if you could hand your BDRs (business development representatives) a key that unlocks conversations. That's what content can be!
Here's the trick:
* Case studies are gold: Proof that your product or service actually works. Instead of your BDRs rambling about features, they can point to real-world examples showing how you've helped similar companies. This instantly builds trust and makes that initial call way less awkward.
* Data can be your secret weapon: Most B2B companies have a treasure trove of data sitting unused. Especially is you’re a SaaS company, the way your product is used can be the source for some fantastic data-led content. Analyze that data to create content that speaks to industry trends or innovative ways to use your product. This positions you as the ultimate problem-solver, making those sales conversations just a little easier.
ABM: When Content Gets Super Personal
Ever heard of account-based marketing (ABM)? It's all about targeting those high-value accounts that have the potential to transform your business. Content is king in ABM, but forget generic marketing materials. Think outside the box:
* Personalized content: Do your research! Find out what makes the decision-makers at your target accounts tick. Craft content that directly addresses their challenges and interests. This could be a custom white paper or, get this, a freaking comic book tailored to their industry (seriously, it's been done! - check out the episode for more on this).
* Content as a fancy delivery system: ABM often involves targeted ads. But instead of just using them to push sales messages, think of them as a way to get your awesome content in front of the right people. Use ads to distribute informative blog posts, insightful data reports, or anything else that positions your company as a thought leader.
The Takeaway
Content marketing isn't just for attracting leads. It can be a game-changer for outbound sales too. By creating valuable content that speaks to prospect needs and showcases your expertise, you can make those sales conversations smoother and convert more leads into happy customers. Remember, data is your friend, personalization is key, and using content creatively can take your outbound strategy to the next level.
Hope you enjoy this episode!
I mentioned an ABM campaign run by Gum Gum - more info here: https://www.oktopost.com/blog/5-examples-account-based-marketing-done-right/
I also mentioned by sister-in-law's awesome marketing podcast (I'm wearing her SWAG - the hat - in this episode): https://podcasts.apple.com/fr/podcast/the-super-fun-marketing-podcast/id1731958693
Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/


Get full access to Content Marketing Commute at www.contentmarketingcommute.com/subscribe

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Ever wondered what goes through the head of a Head of Marketing or CMO when it comes to content marketing? In this episode of the Content Marketing Commute podcast, Romain Doutriaux, Head of Marketing at Pigment, removes the lid and spills the beans!
In this rainy Paris episode, we walked for a little but then had to take cover from the wet in a lovely little bistro. This turned into a lunch recording and it was brilliant - so many great insights on how a marketing leader sees the role of content in 2024.
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We chat about B2B content marketing in 2024, covering:
1. Is Gated Content Dead? Romain shares Pigment's unique approach to content distribution and how they prioritize content consumption over lead capture.
2. Content for Different Audiences: Learn how Pigment uses a two-tiered content strategy to target high-value accounts and nurture future leads.
3. Avoiding B2B Cliches: Discover tips to create fresh, original content that resonates with your audience.
4. The Creator Economy in B2B: Romain discusses his experience using influencers for B2B marketing and the importance of strategic implementation.
5. Short-Term Wins vs Long-Term Vision: Balancing short-term results with long-term brand building is a marketer's struggle. Romain offers insights on how to bridge this gap.
And much more... This episode is packed with valuable takeaways for B2B marketers looking to up their content game.
This episode is also available in video format on YouTube: https://youtu.be/EbU5_gSjfDQ?si=il364Q63HvZQjJiu
Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/
Connect with Romain on LinkedIn: https://www.linkedin.com/in/romaindx/
In this episode I mentioned 'Onboarding Joei', the B2B documentary from 360Learning. Check it out here: https://360learning.com/studio/onboarding-joei/
We also mentioned:
https://www.recordedfuture.com/
https://www.mutinyhq.com/
https://www.welcometothejungle.com/en


Get full access to Content Marketing Commute at www.contentmarketingcommute.com/subscribe

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Last week on the podcast I was in Paris interviewing an awesome YouTuber, Jay Swanson (check out episode 17, it's a banger!), and we talked about what it takes to be a YouTube pro, as well as what B2B marketers can learn from YouTubers.
One thing that really stuck with me from that conversation was this concept called "Curiosity Loops."
(Want to see the sights as well as hear the sounds of my walk through Amsterdam? Check out the full video interview: https://youtu.be/oBtLvjFMesU)
Hold on, what are Curiosity Loops?
Basically, it's how YouTubers keep you glued to their videos. They tease upcoming content, ask mind-blowing questions, or leave you hanging with a cliffhanger – anything to make you think, "I gotta see what happens next!"
Why B2B Marketing Needs Curiosity Loops Too
Traditionally, B2B content marketing has been all about getting you to download that white paper or click a link. But here's the thing: that doesn't build relationships, it just fills a form.
Imagine if, instead, B2B content was actually, you know, engaging?
Curiosity Loops can help with that by:
* Making you wanna watch the whole thing: Forget grabbing your email address, let's focus on making the content itself so good you can't stop watching/ consuming.
* Building a connection: If your content keeps you guessing and wanting more, that's a great way to start a relationship with a potential customer.
* Spicing up ALL your content: Videos? Sure. But blog posts, podcasts – Curiosity Loops can work anywhere.
How to Loop People In (The B2B Way)
Here are some ideas I had for using Curiosity Loops in B2B marketing:
* Hook 'em from the start: Grab their attention right at the beginning with something juicy.
* Plant multiple hooks: Don't let the excitement fizzle out – sprinkle in more curiosity starters throughout.
* Link your stuff together: Connect your different content pieces (articles, videos, podcasts) to create a choose-your-own-adventure journey of awesome content.
* Think audience first: Before anything else, focus on creating valuable and engaging content that people actually want to see.
Want to learn more about Curiosity Loops? Here's a quick reading list:
* https://contentmarketinginstitute.com/articles/curiosity-gap-clickbait-content/
* https://britneygardner.com/how-to-use-open-loops-in-your-content/
* https://www.linkedin.com/pulse/how-drive-curiosityand-conversionswith-your-customer-/
Connect with Joe on LinkedIn: https://www.linkedin.com/in/joesweeney1/


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