B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

65: 3 Mistakes Companies Make With Their Content Strategy w/ Colin Campbell


Common thought: “B2B companies need a content strategy.”

Common mistake: Starting your content strategy by asking, “How can I get more leads?” or, “How can I look like a thought leader?”

Do you notice what’s missing? The user.

On this episode, Director of Marketing at Sales Hacker, Colin Campbell, delivers his thoughts on executing an effective content strategy.

What we talked about:

  • Forgetting to start with the user
  • Caring about how your audience feels
  • Your industry may help determine what medium to use
  • Finding the content gaps within your competitors
  • Asking “which piece of content drive traffic?”
  • A better litmus test for content marketers: “Are we growing?”
  • Testing

This is an interview with Colin Campbell from Sales Hacker.

To hear this interview, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

They probably won't remember what wetalkd about, but hopefully they'll feel curious or interested or confident orsomething listening to this and that's what gets remembered, you're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the Shew, I welcome to be to be a revenueacceleration. My Name Is Orenia with K and Im yer today with Culin campbolldirect of marketing at Sal Zacker. How are you doing today? Culdin Hireallan,I'm not really really well, thanks for asking and thanks for having me that'san absolute pleasure o. So today with Ucalin, we will be talking about theINS and out of content marketing, but we've got a bit of a tradition andbefore we get started, can you please ther us a little bit more aboutyourself as an individual as well as your company or the companyyourepresent Senzaka, yeah? Okay, I love this tradition myself as anindividual. I, like woodworking and spending time outside I've, been inmarketing for about eight years. I spent six years at a content, marketingagency and now it's sales hacker will sales hackers, so people who don't knowsome of your listeners may not know sells hacker. Is the smartest communityfor B to be sales professionals in the world? We've got about a hundred athirty five thousand members in all industries and countries and got a coolpodcast a newsletter, and we do two weven hours a week that are basicallylike free training for sale, the pros and in all that stuff we never have anypitches and all of our content comes from actual sales experts kind practic.So my role in the team is basically to manage everything, we're a small team,though so you know I wear a lot of hats. Sometimes I do writing and Seo, butmostly these days, I'm looking for new ways to bring our content to more salespros in new places, so exploring all kinds of experiments and new ideas thatwe can try. I like that bit of...

...a content, marketing lab, then I guessyou're traingd to put in place yeah, it's really a dream job. For me. I lovecontent marking, and you know in the past that the agency, your beholdintoclients, but this is like a playground. We can test all kinds of crazy things.That's fun! Well, let's get into it. So it's obviously common sense that tetubemarketer need to have a strong content strategy in place in order to Generatinboundlats Supo, the brand building, but also dosot, lideship and so on. Butfrom your perspective, what are the Kyemand you should bear in mind inorder to get your content strategy right, yeah you hit on some really good areas.Realiand, and I think everybody's got a different answer on this and I knowlike you know you have your podcast I'd, be curious to hear what you think to,but I think one thing that kind of everybody misses is considering thegoal of the user first and some people don't consider it at all, but even whenthey do, they think you know. How can I get more leads first or how can I looklike a thought leader and then they ask themselves? Okay, now how dod thiscontent help the user and that's backwards? Really it just doesn't workas well, and I think like, even if you look back at some of the advertisingpros, like I love David Ogilvy, you read his omivi on advertising and a lotof the successful ads that he shows in that book. He was really doing contentmarketing. Some of his ads were a full page of a how to article that helpedhis consumers achieve a goal on their own, regardless of the product and andthen he would throw in like a ind by the way like if you want to get betterat this there's a product that can help you even more, but I don't know likethere's so many areas. You could say that are key elements to contentstrategy. What do you think? Well, I think it depends really what you do asa business as well, yea so depending on the type of company and what you do sofor as there is a stronger limit of constutensing, what we do so we like tothe PODCAST, because from Oul perspective, it's a good way for peopleto share their war stories to show the...

IDs to share what probably make thei compagn or make their selvestrategy or the marketing strategy better than the other. So it's all about best practices and weare really really kin to show up the best pratices that we've ran with ourclients. But Ah for us, is it's not only content. It's also a bit of it's abit of a community drive as well. We don't see a lot of B, Tobe sells orlots of bit to be. Marketing, especially, is getting to get arparticuarlier on our industry, which is tethe bit be suf twere. So I guess afew things: Forst of all th Isabout, getting people together and giving ourplatfurms of people can speak to each other. NOMBOT is exchanging bestpractices, so you know we can learn ourselve from the podcast and changewhat we are doing, which we've done already, but it's also the way tocreate a community. I think now, when it comes to the reason why, from a morecommercial dustec even and what we see the podcast doing for us mean you know,we have seen people coming to us because they've been listening topodcast and they're like Wel, we then looked at oporatics. We looked at whatyou do guys and we would be interested to speak to you because we believe youcan support us that that's acquisition, but most of the time is small tool ofvalidation in a way so people who use the content of the podcast s hey, youknow what actually dos guys know what they are talking about. They've gotlots of cool people coming and speaking to them for fifteen twenty minutes. Thesubject topics, always quite you know, is also distruptive or they are ofinterest to what we are doing right now. So it's more more validation box, wherpeople alsay. Well, you know what these guys are. The only one doing it nooneers in the competition or spending the time to actually speak with thecommunity get new ideas, and I think that's what really make a differencefrom the confent pespity yeah. I think you're understomdting and I also thinkin a way. That's you putting the community first because you're nothopping on the podcast every week and just talking about what you want totalk about you're bringing on people...

...like me who hopefully are interestingor teaching something to your audience so, like you've, got a community firstaudience first approach. I think that works. I think like. If you look aroundat the space the people who are nailing this, you can kind of just you know, look at them and make it yourown, but more or less copy drift has this nailed and I think they reallycare about how they make their audience feel. Because that's what peopleremember right, they don't even they probably won't remember what we talkabout, but hopefully they'll feel curious or interested or confident orsomething listening to this and that's what gets remembered and I think, likethat's an element. That's missing from most content marketing strategies,absolutely welspeaking about communities from your pespective all.Can content support your community buildings for Tegy yeah, I mean so justlike you were just saying about how you ran this podcast, it's for us atsaleshacker, the content and the community are one in the same yeah likeI said we are none of our content. Actually, it comes from marketers likemost of the content on the web is written by some content. Marketer who'sjust trying to get leads, and I mean sometimes it works. That's the thinglike it works for the marketer, but it doesn't always bring the mostinteresting or most educational reading experience for the user, and I thinkthe best content is actually just built cooperatively with one or more peoplewho are actually doing the thing that you're talking about in the role of thecontent. Marketer is really more of an organizer so like. If I were in, let'ssay I was in manufacturing right and I knew at my audience was like a seniorengineer, and you know that means I probably want to have engineers on myblod. But engineers may not be super indowriting, so then my job is acontent. Marketer is to get the engineer's ideas on paper, help makethem look good hop, make their ideas like readable and findable and marketthemb. It's not for me to try to become an engineering expert overnight,because I'm just a marketer. That's a good point, that's a good point andwhat are your soats on on the different...

...medium? So there is a traditionalmedium, which is paper, I guess and PD, and all that sort of great stuff. So,like the written medium, there is what we are doing right now, which isMordiodio so so the podcast and Hes ar bits and pices that you can do buyrecording yourself, and there is also video content. What from yourProspectiveis is the most poerful the resorts? L, the social media things, sowe shul you can do videos by the instagram and everything. But what'sthe best frotig is the best strategy to use all of the Bo focus on one. Does itdepend on what you do your industry cand, you do it in manufacturing. Imean. How do you choose the right Majium for your content strategy? It'sa very way, open question, I'm afraid as a big question, but it's a reallygood one, because there's this right now, I think to a lot of people. Itfeels like they have to be doing everything and that's not necessarilyro. I mean if you look at your competitors, say and everybody's got akiller podcast, you probably shouldn't do a podcast because then you're, justMr Mee too, or miss me too, like what you want to be doing is somethingthat's new and different, like you can't be better if you're not differentright. So if you want to stand out from your competition, you may be doing itworse, but at least you'll be different, an memorable and then you can iteratefrom there and get better so like one way to choose which forms you're doingit's. Just a Li e make a spreadsheet of the forms to grid. You know the columnsor the the different formats of content. The Ros are your competitors and justrate them like one to five find the gaps. Does nobody have a good youtubechannel and if you know check, if your audience is actually on youtube or ifthere's like a gap in podcasting, then make it then make a podcast, but Ithink, like they canoll work, I mean, if you think, about the way peoplecommunicate. The written word has been around, for I don't know thousands ofyears. We started recording audio a couple hundred years ago and video waspretty new. I personally think out of all of them. Audio and video were themost natural and the only reason people aren't doing more is because it takes alittle bit of technical skill to do it. So I think those are both going to bemore and more popular and there's a...

...huge amount of white space and demandfor more business. Video, absolutely aithink. It also depends B. Coming backto your first commenting in the conversation day depends on the Ogenthat you want a target. If youe tagetting someone in the S, theyprobably would be more open to written contentversrous video content. If youare company like drift, and you want to Taget some prospects that are middleagemarketing people, you probably want to come up with a funky video. Maybe youtell out video that you can send them that yourservesgay could send them. SoI think it's also about adapting to the people that you are targeting, but Iagree with you. I think video is a tough one. Ito is a tough one, becauseI feel that most of the people we are trying to engage ways more confortable recording the voicehaving a conversation like Tho one, we haveing right now, ratern being fhototacamera. I think there is a bit of inibition, but people are are lesslikely to do a video. I think they like the concept of doing a video, but whenit comes to it the actually very difficult ero also, you need to be inthe same place, which is not very asy, but but we are trying to do more videobecause we think it's better, and this is what we consume. When we look atpeople around us, you know you mention Youtube instagram. You could do someshop, oawful, video and very easy to consume very easy to get to, and themessage can come across very easily so yeah Finin nougwe go atra more videoand we will that internally, first as an internal campaign for people and ifthat positive will will try to find some funky idea and se how we couldbring that to our prospective market and our community. I can't wait to seewhat you guys do, we're launching a video series right now. We had a alittle pilot season, one out over the summer of two thousand and nineteen,and it got some traction. We have some stuff to figure out still, but you knowit's new for us and, like you said like it depends the answer to what's thebest format for content is always going...

...to be. It depends, which is why Ialways tell people that the only best practice that exists in consent,Marketing O. Maybe any marketing is to test things, because the instant youthink you've got the way like the one way to do it right, you're, probablygoing to get left behind by somebody who's testing, so yeah so like, even ifthey think w your worlds. Don't want to watch videos. It's you know. If you cando a quick little test like doesn't have to be expensive. It's probablyworth it absolutely what! I also think that there is two types of video. Thereis obviously a very professional ily, very expensive, very glosy video, andthen you can have just normol videos. If you look at what we consume on theconstumor, leve or instagram stories. facebook stories YouTube. Some of it isthat is done, a professional making the videos theyre just people who've, gotgreat content and you Warto the video because of you're interested by thecontent. The form may not be perfect, but Ithink the content is Ky. So, even if you've got to go throu and you go rounnd feem yourself that may be sufficient to actreecrate content that that'sprobably what we will try, but you touch a good point about triling andtesting, which kind of fled me to to my next question. Around Kpis am theCEERIATO projects and I'm always asking question to my marketing folks andSellos folks about metrixs and where we are with things now. We are progressingand believe that, from from a cerous perspective is actually quitestraightforward, but it's always more difficult when you want to try newthings, particularly and from a marketing perspective, to measure andand get that value of success. I'l, do you value success so when it comes toseting, gords and metrics, but what should marketer be tracking to measurethe success of that content strategy from your pospective yeah? It's an ageold question I mean there's that quote from Henry. I think it was Henry Ford Imight be Mr Misattributing this quote, but I think he said something like Iknow. Half of my advertising budget is...

...wasted. I just don't know which half Ithink. That's still kind of true, even though we have all these measurementtools, google analytics and every social platform has its own analytics.I think it's easy to get caught up and looking at how individual pieces ofcontent perform and drive some kind of result, whether it's like a keyword,ranking or a conversion rate or shares, but I think like at the end of the day,you have to look at the success of your overall strategy like do the strategyfor a year and if you're successful, that means you're successful. So Idon't know like it's a little bit of both. What I'm about to say might soundlike content marketing is worth investing in no matter what and that'snot true, some content isn't worth it, but I do think the real sign of successis, if you start contant marketing strategy that you believe in you haveto answer yourself. Is Your Business growing faster this year than it waslast year? And if not, you know, you can point a little bit to that contentstrategy. Yeah, you know from all phespective is you contrally attribute deals tocontents unless it's a very straight folocas, someone listen to that podcast,he pizard and they just contacted us because they happend to have foundusthrough you know a linke in connection or whatever. It is and then listen tothe PODCASTN and she subsequently come to us. Fula of somewe only discoverthree months after starting a program with a client that it's that piece ofcontent of that podcast that hat drove them to get in touch with us in firstplace. I think it's morthe is more the word of mouthe for us because, becauseagain, the community- and we feel that you know it's- The rule of marketing isnot just acquisition- is also making sure that we can. We can keep ourclients and get our clients to believe that no matter, if, if we do a good jobor not, we still teleader, which stiped o sort lite in our market but yeah.Sometimes you tat a straightforward and Il agree with you. I think you need tolook at it as a whole, a D and just look at ow Wi ma. Are we doing betterand less chair? What is the budget t...

...whoare investing and also are wehavding fun doing it yeah, because you K W, sometimes havingfun doing things, learning from doing something, I think the rest of yourteam looking at what you are doing, Havin the rest of your tem. Listeningto this podcast listening to best practices is also of value. It's not acapitalistic value. In a sense, you may not be able to asseciate it to revenue,but I think it's very important to have fuing what you do and if you can affordto do it yeah, why not yeah yeah well poth from that IIND, the other? Maybeit was yesterday out Linkdon and you know the classic like smile and dial,because if you smile while you're on the phone with the prospect, they canhear the cheeriness in your voice, he said you should have the same thing inyour content. Marketing, like is your content. Smiling. Are you having fun?Basically that comes across? I think it makes a really positive brandimpression when you can do that consistently. Yeah hundred percenthundred percen. So thank you vor a much for insight, so the Colenrealyappreciate. You took the time o to get together with me and show yourthoughts with our gence. So if anyone wants to connect with you, what's thebest way to get in touch with you, Colig probably look me up on linked in.There are a lot of Colin campbells. I linked in hand, Content Campbell orCollin at sales. HACKERCOM can just email me to won the foot wel. Onceagain, he was great to have younder show. Thank you for much foral time toThay Couldin. Thanks Reli, I was nice meeting you, man, uper adics hasredefined the meaning of revenue generation for technology companiesworldwide, while the traditional concepts of building and managinginsize sales teams in house has existed for many years, companies arestruggling with the lack of focus, agility and scale required in today'sfast and complex world of enterprise technology sales. CEO operatics canhelp your company accelerate pipeline at operatics. Dot Net you've beenlistening to be to be revenue acceleration to ensure that you nevermiss an episode subscribe to the show...

...in your favorite podcast player. Thankyou so much for listening until next time.

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