The Sausage Factory

Matt Laybourn

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MARKETING
UPDATED BIWEEKLY

In The Sausage Factory, hosts Mark and Matt dive into the chaotic world of content marketing, where everyone is pushing the "make more content" button. Join them as they look at what works and what doesn't in a $500 billion industry. Sponsored by https://www.rockee.io - the content feedback platform

12/18/2023

Perception vs. Practice: The Real Picture of Customer Centricity in B2B Marketing with Stuart Harrison from MOI Global

Every B2B marketer says they are customer centric. It's in every mission statement, strategy deck, LinkedIn post and internal discussion we have - so it must be true? Well, the data says differently. We had the opportunity to get a sneak preview of some incredible research by Stuart Harrison and the MOI Global team, on how customer centric marketers really are when creating messaging and content. We break down different trends by stage of the buyer journey and some huge variances in how customer centric some regions really are - and discuss what the implications are for effective B2B marketing. -- What we discuss --- An introduction to Stuart - The sausage quiz- A deep dive into Stu and MOI Global and their Customer Centricity report- Spotting growth opportunities- Important insights - Sentiment trackers and feedback loops- The thought process behind the research- Sausage of death - the room 101 of content!- A goodbye for now - wrapping up Season 1 of the Sausage Factory --- Connections —- Stuart’s Linkedin: https://www.linkedin.com/in/stuartharrison43/- MOI Global: https://moi-global.com/capabilities-intelligence/- Rockee Twitter: https://twitter.com/Rockee_io\- Rockee Linkedin: https://www.linkedin.com/company/rockee/

38 min
11/16/2023

AI Content - The Copywriters View with Glenn Sturgess

We sat down with Glenn Sturgess, Director of copy at Write this Way. We talk all about the changes in the content and copy space over the last few years, how robots are going to affect people's approach to marketing and much much more! And crucially we discuss why toad in the hole is a top tier sausage meal - because, we can. --- What we discuss ---- An introduction to Glenn - The blend - changes in the content and copy space- User experience - it always comes back to the reader- Early Artificial Intelligence predictions and realities - Humans vs robots- What is content design?- Why creating content is like running a bakery- Matt’s bangers - Glenn shares A self-help guide for copywriters by Dan Nelken- Sausage of death (think Room 101 of content) - Glenn shares his sausage of death, a French ski equipment company, who just can’t seem to get their email marketing right... --- Connections —- Glenn’s Linkedin: https://www.linkedin.com/in/glennsturgess/- Glenn’s Twitter: https://twitter.com/bigbagofblog- Rockee Twitter: https://twitter.com/Rockee_io\- Rockee Linkedin: https://www.linkedin.com/company/rockee/

40 min
10/20/2023

Aligning Sales and Marketing on Content with Catarina Hoch, VP Marketing at Operatix

This week, we sat down with Catarina Hoch, the VP of Global Marketing at Operatix. We dive into the complicated relationship between the sales and marketing team and how content needs to align across the two. Catarina also explains why content is becoming more and more important and why you first need to create crap content and learn from it, before creating good content. We cover a lot of good stuff with Cat, so grab a coffee and get listening. --- What we discuss --- - An introduction to Cat - The blend - Content strategies to fuel growth - Talk to your Sales team - Social proof & wisdom of the crowd - How to know if a piece of content has been successful - Matt’s bangers - Catarina shares a great piece of Operatix content - Sausage of death - She also shares her sausage of death, a piece of content that she’s not the most proud of - Next on The Sausage Factory --- Connections — - Catarina Linkedin: https://www.linkedin.com/in/%E2%99%BE%EF%B8%8F-catarina-hoch-a7476646/?originalSubdomain=uk - Rockee Twitter: https://twitter.com/Rockee_io - Rockee Linkedin: https://www.linkedin.com/company/rockee/

31 min
08/30/2023

Mastering Product Idea Validation and Building A Fanbase with Sam Dickie

Welcome back to The Sausage Factory! In this week's episode we have a great chat with Sam Dickie, a Senior Product Manager at Skyscanner. We discuss how to validate your ideas, why you should build quickly and why Sam could have black pudding with anything… Sam also takes us through his favourite and least favourite pieces of content. --- What we discuss --- - (00:50) An introduction to Sam - (14:44) The blend - we talk about the best way to validate an idea - (18:26) Insight on why it’s important to build quickly and use feedback loops - (30:59) Why a thousand true fans is achievable - (31:19) Why you shouldn’t let barriers stop you - (43:15) Matt’s bangers - Sam shares all time favourite piece of content - (44:44) Sausage of death - Sam talks about the worst piece of content he’s ever come across - (46:12) Next on The Sausage Factory --- Connections — - Sam’s Linkedin: https://www.linkedin.com/in/samdickie/ - Kevin Kelly’s A Thousand True Fans: https://www.amazon.com/1000-True-Fans-Kellys-Simple-ebook/dp/B01N9P9O4G - Not Boring by Packy McCormick: https://www.notboring.co/- First Round Capital - https://review.firstround.com/articles - The Rockee site: https://rockee.io/https://rockee.io/ - Rockee Twitter: https://twitter.com/Rockee_io - Rockee Linkedin: https://www.linkedin.com/company/rockee/

48 min
08/10/2023

Write what you want to read - building a content community with Deborah Carver from Content Technologist

This week, we chatted to Deborah Carver, the CEO and founder of The Content Technologist newsletter. A newsletter we’ve been big fans of since the get go. Deborah shares her journey in publishing, what drove her to creating the Content Technologist and why it’s important to write what you want to read. We also talk about two big content events that have been making waves recently, the Barbie film and the shift from Twitter to X… --- What we discuss --- - An introduction to Deborah - The blend - from writing poems to creating newsletters, learning the art of making great content - The difference between traditional publishing and digital content marketing - Write what you want to read - how to publish quick but publish tidy - Why Deborah started The Content Technologist- Understanding GA4 for content marketers and what the ideal set up looks like - Matt’s bangers - Deborah shares a great piece of content that has caught her eye recently - Sausage of death -She also shares her sausage of death, a piece of content that keeps her up at night - Next on The Sausage Factory --- Connections — - Deborah’s Linkedin: https://www.linkedin.com/in/debcarver/ - The Content Technologist - https://www.content-technologist.com/ - The Rockee site: https://rockee.io/ - Rockee Twitter: https://twitter.com/Rockee_io - Rockee Linkedin: https://www.linkedin.com/company/rockee/

41 min
07/10/2023

Building a Global Content team: Creating a framework for success with James Ainsworth from iManage

In this week's episode we talk to James Ainsworth, Global Head of Content at iManage. James is also the co-founder of Rules of Engagement, one of Bristol’s longest running content and social networking events. James talks us through framing content for audiences, the value of feedback and incorporating AI with organisation feedback. We also talk about one of the greatest pieces of content of all time, the Michelin guide and James’s dreaded sausage of death. --- What we discuss --- - (01:25) An introduction to James - (05:23) The blend - how James got started, cutting through creative and introducing processes - (10:38) The trick to prioritising, strategising and organising a team to deliver the best outcome - (15:05) Making mistakes and managing expectations - (17:46) To understand good content, you need the right measurements and feedback loops in place - (28:02) Matt’s bangers - James talks about the Michelin Guide (one of our favourites!) - (32:09) Sausage of death - James’ worst content that he has ever come across - (34:24) Next on The Sausage Factory --- Connections --- - James’s LinkedIn - James’s Twitter - The Rockee site - Rockee Twitter - Rockee LinkedIn

35 min
06/13/2023

Is AI making boring content? We talk with Jess Crandon from Salesforce to find out..

In this week's episode we talk to Jess Crandon, Senior Copywriter and Content Marketer extraordinaire from Salesforce. We’ll be talking to her about her journey in content, how we might be on the precipice of terrible content with the influx of AI in our search results and finding out how she uses feedback to make great content. Jess will also be sharing some examples of great content in Matt’s Bangers and some not-so good content in Sausage of Death. It’s one episode you don’t want to miss! --- What we discuss --- - An introduction to Jess - The blend - we talk about managing content feedback and insight from stakeholders - Insight on the state of industry - are we on the precipice of ‘great or terrible’ with AI content? - Importance of reader and audience first content! - Matt’s bangers - we talk Jess’ all time favourite content - Sausage of death - Jess’ worst content that she has read! - Next on The Sausage Factory --- Connections — - Jess’s LinkedIn - Jess’s example - The Rockee site - Rockee Twitter - Rockee LinkedIn

37 min
04/27/2023

Welcome to The Sausage Factory!

Hello and welcome to The Sausage Factory! A side eye view on the world of content marketing. In our first episode we introduce the guys behind the mics, Matt & Mark. We lay out the plan for the podcast series, our view on the current state of content marketing, what we want to achieve and for some reason, some inane talk about our favourite sausages, you don’t want to miss out. --- What we discuss ---- We say hello - meet your hosts!- The blend - why another content podcast and what is Rockee?- Are you contributing to the crap in content?- Matt’s bangers - our content favourites and why- Sausage of death, the room 101 of bad content- What’s coming up next time! --- Connections ---- The Rockee site: https://rockee.io/- Rockee Twitter: https://twitter.com/Rockee_io- Rockee Linkedin: https://www.linkedin.com/company/rockee/

32 min

8 Episodes

Creator

Matt Laybourn
Years Active

2K
Episodes

8
Rating

Clean
Show Website

The Sausage Factory

The Sausage Factory

Episodes

Perception vs. Practice: The Real Picture of Customer Centricity in B2B Marketing with Stuart Harrison from MOI Global

AI Content - The Copywriters View with Glenn Sturgess

Aligning Sales and Marketing on Content with Catarina Hoch, VP Marketing at Operatix

Mastering Product Idea Validation and Building A Fanbase with Sam Dickie

Write what you want to read - building a content community with Deborah Carver from Content Technologist

Building a Global Content team: Creating a framework for success with James Ainsworth from iManage

Is AI making boring content? We talk with Jess Crandon from Salesforce to find out..

Welcome to The Sausage Factory!

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