Executive Conversations Maeva Cifuentes

Welcome to another episode of The SEO Growth Podcast! This time, we talk with Alex Ross, a Content Marketing Head, about the tenets for the success of a company newsletter.

Today we chat with Alex Ross about getting your newsletter to feel like a magazine off a shelf. Alex chats to us about her time at Clearbit and how she contributed to the wide success of their monthly newsletter. Alex provides us with practical tips for creating a newsletter that resonates with your audience like lacing in pop culture references, having catchy subject lines, and keeping it light and fun.



Alex also shares her process for producing newsletters, like ensuring there is an editor that goes through everything with a fine-toothed comb and injects the company’s tone of voice into the piece. She also discusses the importance of receiving and incorporating reader feedback. She shares the importance of switching up topics and seeing what becomes most popular with your readers.



Tune in to find out how to write the perfect company newsletter!



In this episode, we talk about:


B2B Newsletter


Content Marketing


Tone of voice



Timestamps:

[00:08] Introduction

[01:10] Alex’s time at Clearbit

[02:08] The wide success of Clearbit’s newsletter

[05:44] The process for writing a great newsletter

[08:19] Coming up with ideas for writing

[12:00] How to engage with your subscribers

[13:08] Understanding what resonates with your audience

[19:50] Improving your B2B newsletter game

[23:09] Wrap Up



About Alex Ross

Alex Ross has been in content marketing since blogs were ranking with just a couple hundred words. Working with several B2B startups throughout her career, Alex is no stranger to building content systems from the ground up. Alex is a Senior Content Marketing Manager for B2B companies. 



When she’s not creating content, you can find the San Diego native exploring her city through tacos, craft beer, and Padres baseball.



Connect with Alex Ross on LinkedIn: https://www.linkedin.com/in/alexandra-suarez-ross/ 



Join the Flying Cats

Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊

Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.

Website: https://www.flyingcatmarketing.com/

LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

"Everyone internally talks about what we do differently, and that translates to how they communicate their values externally. Anytime there's disarray inside the house, you can always feel it outside the house."



Welcome to another episode of The SEO Growth Podcast! This time, we discuss with Aaron Janmohamed, VP of Marketing at BoostUp AI, about the transformative potential of a strategic narrative.



In this episode, we chat with Aaron Janmohamed about the development of a strategic narrative and its impact on marketing strategy and organizational success. Aaron shares insights into the process of reviewing and revamping BoostUp AI's strategic narrative, emphasizing the importance of aligning messaging with the target audience's needs and creating internal alignment.



He highlights the significance of customer interviews in shaping the narrative and discusses the role of the CEO in driving its adoption across the company. The episode provides valuable lessons for marketers and business leaders seeking to enhance their strategic narrative and effectively communicate their value proposition.



Tune in to gain insights into aligning messaging with audience needs, fostering internal alignment, and effectively communicating value propositions.





In this episode, we talk about:

-strategic narrative

-marketing strategy

-organizational success





Timestamps:



[00:00:00] Discussing Strategy Development and Proper Marketing with BoostUp AI's Marketing Manager, Aaron Janmohamed

[00:00:53] BoostUp AI's a strategic narrative review

[00:03:02] Aligning marketing through a strategic narrative

[00:06:56] Creating a strategic narrative from ICP conversations

[00:10:46] Making adjustments to the engineering roadmap through customer feedback

[00:12:33] Revamping business narrative and strategy

[00:17:17] Mastering strategic narrative development

[00:22:29] Building a marketing narrative

[00:24:45] Strategic narrative review: Principles and guidelines

[00:27:29] Wrap Up







About Aaron Janmohamed



Aaron is a seasoned marketing leader who left behind a successful career in enterprise sales to become a driving force in the tech startup world. With expertise in building high-performing teams, crafting strategic narratives, and creating desirable brands, Aaron excels in helping Series B and C startups reach new heights. His extensive experience in digital demand, product marketing, content strategy, brand development, and more, combined with his 10+ years in sales, making him a versatile and impactful marketer. Beyond his professional pursuits, Aaron is also a skilled writer, podcaster, and avid skier.



Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronjanmohamed/



Join the Flying Cats

Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊



Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic sustainably and predictably.



Website: https://www.flyingcatmarketing.com/

LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

“You need to know all extraneous variables affecting your audience’s pain point and use the LEMA framework to build content around that.”

Lily introduces us to the LEMA Framework, which stands for Logic, Explicitness, Memorability, and Actionability. She explains that remarkable content needs to engage readers, be clear and explicit, leave a lasting impression, and provide actionable steps for the audience.

Throughout the episode, Lily provides insights on how to apply the LEMA Framework to content creation. She highlights the importance of defining the search intent and target audience, crafting headings and subheadings that address the readers' knowledge level, and creating a thesis with novel ideas. Lily also emphasizes the significance of providing clear actions, breaking down complex information into digestible pieces, and using visuals to enhance understanding.

Tune in to discover how to use the LEMA Framework to create content that captures your audience's attention and delivers value!


In this episode, we talk about:
Content strategy
Lema framework
target audience


Timestamps:

[00:05] Introduction
[01:20] Exploring the LEMA Framework: Logic, Explicitness, Memorability, and Actionability
[06:37] Coined concepts, novelty, and relatability
[09:45] Analyzing a blog post breakdown and defining search intent
[15:00] Understanding the audience's needs and goals
[17:17] Creating an outline tailored to audience interests
[19:34] Crafting clear and specific H2s
[24:50] Applying the LEMA Framework and tailoring content to different audiences
[27:20] Wrap Up

About Lily Ugbaja

Lily Ugbaja is a Content Marketing Consultant who's helped brands like WordPress, Hubspot, and Zapier win more of their best buyers with content. She runs 3 blogs of her own and previously worked as a Content Marketing Manager at Animalz helping brands like SimpleLegal grow traffic by over 500%.

Connect with Lily Ugbaja on LinkedIn: https://www.linkedin.com/in/lilyugbaja/  

Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊

Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.

Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

“Google is attached to fresh content that includes all the latest nuances in information. We focused on our keywords, and made sure that all the reoptimised pieces were up to date with the latest information, as well as the best graphics, latest use cases, SMEs and quotes.”


Welcome to another episode of The SEO Growth Podcast! This time, we chat with Justyna Dzikowska, Head of Marketing at Brand 24, about effective SEO strategies, targeted keywords, and understanding the customer journey for successful digital marketing.

In this episode, we dive into the world of SEO with Justyna as she shares valuable insights and strategies for creating an effective SEO strategy. Emphasizing simplicity and a narrow focus, Justyna provides practical tips to optimize your website and content, improve rankings, and drive organic traffic. Discover the role of understanding the customer journey, the limitations and benefits of AI-generated content, and gain actionable SEO recommendations for tailored strategies based on your business context.


Learn how to optimize your online presence, enhance user experience, and achieve sustainable growth. With a focus on simplicity, tailored approaches, and understanding the customer journey, you'll be equipped to drive organic traffic, improve rankings, and create valuable content. Don't miss out on these practical tips for optimizing your SEO strategy and staying ahead in the digital landscape.

Tune in to find out expert insights, practical tips, and actionable advice that will empower you to optimize your SEO efforts and achieve remarkable growth in the digital landscape!


In this episode, we talk about:
SEO StrategyTargeted KeywordsCustomer Journey
Timestamps:
[00:00] Introduction
[00:57] Importance of tailoring SEO strategy to the customer journey and products
[02:42] SEO opportunities and growth in keyword ranking
[04:52] Focusing on what converts and optimizing existing content
[09:20] Monitoring performance, updating older articles, and tracking metrics
[13:37] Benefits and limitations of AI-generated content in SEO
[19:18] Balancing AI and human input in content creation
[24:43] SEO tips for creating an effective strategy
[25:44] Wrap-up

About Justyna Dzikowska
Justyna Dzikowska is an accomplished marketing professional with nearly a decade of experience in the field. With a talent for transforming sales pitches into compelling stories and tech products into effective solutions, Justyna has honed her expertise in various marketing tools, strategies, and approaches. Recognizing the power of content, Justyna firmly believes in the mantra "Content is King," constantly adapting to its ever-evolving nature within the rapidly changing IT industry. Her deep understanding of the industry's dynamics and integration with areas like data, social media, and video has enabled her to achieve remarkable results, focusing not only on views but also on ROI.

Connect with Justyna Dzikowska on LinkedIn: https://www.linkedin.com/in/justyna-dzikowska-content-marketing-digital-pr/ 

Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊

Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

“It comes down to understanding all the metrics used in your business, not in the SaaS industry as a whole. You do need to understand what’s important and relevant to your business. And most importantly, think like a business owner.”


Welcome to another episode of the SaaS Leader Interview Series! This time, we chat with Carter Severns, VP of Marketing at Place, about how to get a seat at the table and what you need to know to go from Marketing Manager to VP of Marketing.

Carter shares insights on thinking like a business owner and gaining financial clarity as a marketer. Carter emphasizes the importance of understanding unit economics, key metrics, and financial terminology to contribute strategically. He encourages marketers to ask the right questions about burn rate, cash runway, average sales cycle, CAC to LTV, and renewal rates to gain transparency into the business. By aligning marketing efforts with revenue goals, marketers can have a seat at the table and drive business growth.


Throughout the conversation, Carter highlights the value of continuous learning and acquiring diverse skills, especially in a startup environment. He recommends building relationships with senior leaders who can provide exposure to broader business discussions. Carter also suggests resources such as Ray Rike's insights on RevOps, Brandon's CEO at Place, and "The Little Black Book of SaaS" for enhancing financial understanding. 


Tune in as we explore the importance of financial clarity for marketers and their impact on business success!


In this episode, we talk about:
Financial educationMarketing promotionBusiness education 


Timestamps:


[00:01] Introduction
[01:14] Carter's background and diverse marketing experience
[03:14] Benefits of working in a startup environment
[04:27] Thinking like a business owner
[06:47] Getting involved in broader business conversations as a marketing manager
[09:27] Gaining financial clarity and asking the right questions
[13:01] Tying marketing efforts to revenue goals for a seat at the table
[15:06] The level of financial literacy required for marketers
[17:00] Dealing with a leadership team lacking financial maturity
[18:59] Expanding beyond




About Carter Severns
Carter is a husband, dad, and marketer based out of Dallas, TX. For the past decade, he has been running growth and marketing for B2B, SaaS, and growth-stage companies. 


Throughout his career, he has built a reputation for executing go-to-market strategy, starting marketing from scratch, and being a revenue-focused leader for high-growth companies.


Connect with Carter Severns on LinkedIn: https://www.linkedin.com/in/carter-severns/ 
Check out Place’s Little Black Book of SaaS.


Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change.


Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing

"Using the Realm of Relevancy framework in your marketing efforts can make your content an unlimited resource for you to constantly pull from."


Welcome to another episode of The SEO Growth Podcast! This time, we chat with Liam Bartholomew, Vice President of Marketing at Cognism, about creating a framework for the longevity of your content after launching a successful marketing campaign.

Liam shares an exciting concept called the Realm of Relevancy! It's a handy tool used to create a unique point of view for your company. The assessment starts with a big-picture idea that both your consumers and your company can relate to. From there, it branches off into different points of view, each with its own set of mapped-out content.


This approach creates easy-to-use content, essentially making it an unlimited resource for you and your team. Liam shares how the team at Cognism categorizes the content into specific types: top-down, middle-out, or bottom-up. By doing this, they can tailor their messaging to fit the specific type of content, addressing all the needs and viewpoints of their target market.


Don't miss out on discovering how you can use the Realm of Relevancy to create evergreen content that resonates with your audience!


In this episode, we talk about:
Content structureRealm of RelevancyPoints of view


Timestamps:
[00:00-01:53] Introduction
[01:55] What is the easy mode content structure?
[03:00-05:10] Fueling your media machine.
[05:10-07:49] Designing a Realm of Relevancy framework. 
[07:49] Defining your company’s point of view with your team.
[10:00-11:55] The Realm of Relevancy made simple.
[13:45] Categorize your content.
[14:15-17:07] What to do after you’ve launched a successful campaign.
[17:15] Frame your messaging.
[19:30] How Cognism implemented this framework.
[20:25] Track the right metrics.
[22:45] Wrap-up.




About Liam Bartholomew


Liam is a B2B SaaS marketing leader who is passionate about demand generation. He is shaking up B2B marketing to move it away from traditional lead generation, demonstrating how we can all do more fun, advanced, and buyer-centric marketing. Connect with Liam Bartholomew on LinkedIn. 

Join the Flying Cats
Still feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change 👊


Follow Flying Cat Marketing for more SEO strategy and content advice from the agency that helped Hotjar, Mixmax, and ActiveCampaign drive more revenue from organic traffic in a sustainable and predictable way.


Website: https://www.flyingcatmarketing.com/
LinkedIn: https://www.linkedin.com/company/flying-cat-marketing