Content, Briefly Superpath

In this episode of Content Briefly, we’ve interviewed Lane Scott Jones, Director of Corporate Marketing (Interim) at Zapier, and discussed her innovative strategies for achieving a staggering 454% content ROI, the expansion of her marketing team to 20 members, the reasoning behind Zapier's prolific output of 85 articles per month, and more.
This episode is brought to you by our friends at Campfire Labs (https://www.campfirelabs.co/).
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Timestamps:
00:00 Intro02:33 Who is Lane Scott Jones?02:55 Lane’s Background.03:42 What’s Zapier?04:47 The target personas at Zapier.06:51 How Zapier manages hundreds of use cases.09:15 The team makeup at Zapier.17:24 Community at Zapier. 19:08 Zapier’s version of content ops.20:53 Tracking content success at Zapier [Content ROI].31:14 Content ROI reporting at Zapier.36:01 Who the Head of Content reports to at Zapier.36:35 Headcount at Zapier and collaboration.38:44 Documentation and automation process at Zapier.41:12 Use cases for generative AI like ChatGPT.49:20 Learn more about Lane and Zapier and get in touch.51:08 Outro
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Useful Links:
Website: https://zapier.com/Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/
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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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Content, Briefly is also supported by Minuttia (https://minuttia.com).

In this episode of Content Briefly, we’ve interviewed Tom Bangay, Senior Director, Content & Community at Juro, and discussed how Juro targets and engages its audience through a multifaceted content strategy, and more.
This episode is brought to you by our friends at Minuttia.

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Timestamps:

00:00 Intro01:16 Who is Tom Bangay?02:01 Tom’s Background.02:42 What’s Juro?03:53 Using the Juro AI tool to craft first drafts of service contracts.05:08 Juro’s target customers and use cases.06:43 Academic background vs hands-on experience as a marketer.08:27 The challenge of finding subject matter experts in content marketing.09:44 Juro’s overall content strategy.15:00 Where does organic search fit in Juro’s top-down content strategy?17:43 The ‘why’ of creating a Slack community at Juro.25:10 What the content team at Juro looks like.26:12 The idea behind the podcasts done at Juro.28:23 Experimenting with video podcasts.29:27 Learn more about Tom and Juro and get in touch.30:25 Outro

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Useful Links:

Website: https://juro.com/
Tom on LinkedIn: https://www.linkedin.com/in/tom-bangay/

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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 Araminta Robertson, Founder & Managing Director at Mint Studios, and discussed her decision to niche down to fintech clients, her approach to setting up customer reporting to track ROI on content, and more.
This episode is brought to you by our friends at Animalz. 

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Timestamps:
00:00 Intro02:44 Who is Araminta Robertson?
04:01 Typical client at Mint Studios.
04:58 The ‘why’ behind niching down to fintech clients.
06:55 PPC vs. SEO in content marketing.
08:52 Mint Studio’s in-depth process for finding the right keywords.
11:53 Transitioning from freelancing to starting an agency.
14:02 Freelancing vs. starting an agency.
16:35 Fin-tech founders' approach to measuring ROI.
17:56 Tracking progress and reporting back to clients.
19:28 Setting up Hubspot reporting to track revenue.
22:49 Focusing on the most critical metrics in reporting.
24:45 Using paid ads and SEO together in content marketing.
26:31 Slack group for fintech marketers.
27:53 Learn more about Araminta and Mint Studios and get in touch.
28:28 Outro

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Useful Links:

Website: https://www.mintcopywritingstudios.com/
Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/Slack group: https://www.fintechmarketinghub.com/slack

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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.
Content, Briefly is produced by our friends at Minuttia.

In this episode of Content Briefly, we’ve interviewed Amrita Mathur, VP, of Marketing at ClickUp and discussed strategies for converting their 70,000 freemium users into paying customers, the crucial role of content in driving these conversions, the complexities of navigating a large pool of freemium leads and more.
This episode is brought to you by our friends at Animalz. 

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Timestamps:

00:00 Intro
01:53 Who is Amrita Mathur?
05:59 Figuring out who’s who inside a large ‘freemium’ leads pool.
07:30 Prioritizing marketing efforts into three buckets.
12:19 Challenge in working through 70,000 free sign-ups and getting value out of that.
16:07 Hard-to-ignore importance of content in all marketing efforts.
19:59 Four types of content teams at ClickUp.
23:45 Understanding the target audience’s pain points to create effective campaigns.
27:36 Learn more about Amrita and ClickUp and get in touch.
28:48 Outro

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Useful Links:

Website: https://clickup.com/
Amrita on LinkedIn: https://www.linkedin.com/in/amritamathur/
Amrita on Twitter: https://x.com/AmritaMathur

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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.
Content, Briefly is produced by our friends at Minuttia.

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?
02:35 Lessons from Intercom's content marketing trials.
05:52 Insights on structuring and scaling content teams.
09:07 Evolving strategies in content marketing and SEO.
12:46 Shifting focus in content marketing strategies.
15:40 The future of content marketing teams.
17:48 Content's role in traffic generation and shaping company voice.
18:24 Challenges and rewards of working independently.
22:15 Balancing writing and consulting.
23:59 Learn more about John and get in touch.
25:05 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.