B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

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

ABOUT THIS EPISODE

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.

... interested or confident or something listening to this, and that's what gets remember. You were listening to be tob revenue acceleration, a podcast dedicated to helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is union with Yer and I'm yet today we cut in Kembel, director of marketing at Sarzaco. How are you doing today? Could in? Hi, really, and I'm really, really well. Thanks for asking and thanks for having me. That's an absolute pleasure. So today, with you could in, we will be talking about the INS and out of content marketing, but we've got a bit of a tradition and before we get started that, can you please tell us a little bit more about yourself as an individual, as well as your company, of the company you represent, SAR as Icho. Yeah, okay, I love this tradition myself. As an individual, I like woodworking and spending time outside. I've been in marketing for about eight years. I spent six years at a content marketing agency and now it's sales hacker, well salesccer. So people who don't know, some of your listeners may not know, sals hacker is the smartest community for B tob sales professionals in the world. We've got about a hundred thirty five thousand members in all industries and country's and got a cool podcast and newsletter. And we do too, webinars a week that are basically like free training for sale pros. And in all that stuff we never have any pitches and all of our content comes from actual sales experts and practicings. So my role on 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, but mostly these days I'm looking for new ways to bring our content to more sales pros in new places. So exploring all kinds of experiments and new ideas that we can try. I like that bit of a content marketing lab then...

I guess you're trained to put in place. Yeah, it's really a dream job for me. I love content marketing and you know, in the past at the agency you're beholding to clients, but this is like a playground. We can test all kinds of crazy things. That's fun. While let's get into it. So it's obviously common sense that bit to be market all neat to have a strong content strategy in place. You know, do to generating bomb leads, support the Brend birding, but also they'll sort leader shape and so on. But from your perspective, what the key at elements you should bear in mind in order to get your content strategy are right? Yeah, you you hit on some really good areas really, and and I think everybody's got a different answer on this and I know, like you know, you have your podcast. I'd be curious to hear what you think too. But I think one thing that kind of everybody misses is considering the goal of the user first. And some people don't consider it at all. But even when they do, they think, you know, how can I get more leads first, or how can I look like a thought leader? And then they ask themselves, okay, now, how did this content help the user? and that's backwards really. It just doesn't work as well. And I think like even if you look back at some of the advertising pros, like I love David Ogilvy. You read his Ogilvie on advertising. On a lot of the successful adds that he shows in that book, he was really doing content marketing. Some of his ads were a full page of the how to article that helped his consumers achieve a goal on their own, regardless of the product, and and then he would throw in like an by the way, like if you want to get better at this, there's a product that can help even more. But I don't know, like there's so many areas you could say that are key elements to content strategy. What do you think? Well, I think it depends really what you do as a business, as what so depending on the type of company and what you do. So for us there is a stronger element of Construt dens in what we do. So we like to the podcast because from all perspective it's a good way for people to share that wall stories, to show the ideas, to share what probably make...

...thatcompanying or make death set of strategy on the marketing strategy. That allendals all. So it's sort of a best practices and we are really, really keen to share the best practices that we've learned with our clients. But yeah, for us it's to only content, it's also a bit of it's a bit of a community drive as well. We don't see a lot of BTB sales or lots of Bob Marketing. Especially is getting together, particularly around our industry, which is the the BIE software. So I guess a few things. First of all, the SPOUT, getting people together and giving a platform so people can speak to each other. Number two is exchanging best practices, so, you know, we can learn ourselves from the podcast and change what we are doing, which we've done already, but it's also the way to create a community. I think. Now, when it comes to the reason why, from a more commercial perspective and what we see the podcast doing for us, I mean, you know, we have seen people coming to us because they've been listening to podcasts and they're like what we we then look at operatics, we look at what you do guys, and we would be interested to speak to you because we believe you can support us. That that's acquisition, but most of the time it is more tool of validation in a way. So people will use the compinent of the podcast as hey, you know what actually, those guys know what they're talking about. They've got lots of cool people coming and speaking to them for fifteen, twenty minutes. The subject topics are always quite, you know, is also disruptive, or they are of interest to what we are doing right now. So it's more more validation books. While people say, well, you know what, these guys are the only one doing it, no one's in that competition. I'll spending the time to actually speak with the community get new IDs, and I think that's well really make a deference from the content perspective. Yeah, I think you're onto something and I also think in a way that's you putting the community first, because you're not popping on the podcast every week and just talking about what you want to talk about. You're bringing on people like me who hopefully are interesting...

...or teaching something to your audience. So like you've got a community first, audience first, approach. I think that works. I think like if you look around at the space, the people who are nailing this, you can kind of just, you know, look at them and make it your own, but more or less copied drift has this nailed and I think they really care about how they make their audience feel, because that's what people remember. Right they don't even probably won't remember what we talked about, but hopefully they'll feel curious or interested or confident or something listening to this and that's what gets remembered, and I think like that's an element that's missing from most content marketing strategies. Absolutely well, speaking about communities from your perspective, Oh, can content super bolts, y'all, community building strategy? Yeah, I mean so, just like you were just saying about how you run this podcast, it's for us at salesacker, the content and the community are one and the same. Yeah, like I said, we are. None of our content actually it comes from marketers, like most of the content on the web is written by some content marketer who's just trying to get leads. And I mean sometimes it works, that's the thing, like it works for the marketer, but it doesn't always bring the most interesting or most educational reading experience for the user. And I think the best content is actually just build cooperatively with one or more people who are actually doing the thing that you're talking about, and the role of the content marketer is really more of an organizer. So, like if I were in, let's say I was in manufacturing, right and I knew at my audience was like a senior engineer, and you know that means I probably want to have engineers on my block. But engineers may not be super into writing. So then my job as a content marketer is to get the engineer's ideas on paper, help make them look good. He'll make their ideas like readable and findable and market them. 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. And what are your suts on on the dfront medium? So there is a traditional medium, which is paper, I...

...guess. So I'M PDF in order tot of great stuff. So like the the return a medium. There is what we are doing right now, which is Modio deal, so the podcast and knows a bits and pucies that you can do by recording, you'll sail, and there is also a video content. What's from your perspectivits is the most ballful? The result soil, the social media, think. So you see what you can do. Of You deal is via deanstagram and everything. But what's the best strategies? The best strategy to use all of the bowl focus on one does he depends on. What do you industry? Can you're do each manufacturing? I mean, I'll do you choose the right medium for your Golton strategy. It's very way you open question. I'm a Freath as a big question, but it's a really good one, because there's this right now. I think to a lot of people it feels like they have to be doing everything and that's not necessarily through. I mean, if you look at your competitors, say, and everybody's got a killer podcast, you probably shouldn't do a podcast, because then you're just Mr Meat too or Mrs me to. Like. What you want to be doing is something that's new and different. Like you can't be better if you're not different, right. So if you want to stand out from your competition, you may be doing it worse, but at least you'll be different memorable and then you can iterate from there and get better. So, like one way to choose which forms you're doing is just to make a spreadsheet of the forms to grid. You know, the columns are the different formats of content, the roads are your competitors, and just rate them like one hundred and twenty five. Find the gaps does. Nobody have a good youtube channel and if you know, check if your audience is actually on youtube or if there's like a gap in podcasting, then make it. Then make a podcast. But I think like they can all work. I mean, if you think about the way people communicate, the written word has been around for I don't know, thousands of years. We started recording audio a couple hundred years ago and video is pretty new. I personally think out of all of them, audio and video or the most natural and the only reason people aren't doing more because it takes a little bit of technical skill to do it. So I think those are both going to be more and more popular and there's a...

...huge amount of white space and demand for more business video now. Absolutely, and I think you also depends. But coming back to your first comment in the conversation, they depends on the audience that you want to target. If you talk getting someone in the S S, they probably would be more open to written content versus video content. If you are a company like drafts and you want to target some prospects that are Middle Age marketing people, you probably want to come up with a funky video. Maybe you tell out video that you can send them, that's yourselves get could send them. So I think it's also about adapting to the people that you are targeting. But I agree with you. I think video is a tough one. Video is a tough one because I feel that most of the people we are trying to engage ways are more comfortable recording that voice, having a conversation like the one who are having right now, rather than being in fort of a camera. I think there is a bit of inhibition. But people are are less likely to do a video. I think they like the concept of doing a video but when it comes to it they actually very difficult. Are also you need to be in the same place, which is not very easy. But but we are trying to do more video because we we think it's better and this is what we call sume when we look at people around us. You know, you mentioned Youtube, instagram. You could do some shop awful video and very easy to consume, very easy to get to and the message can come across very easily. So yeah, fun enough. We got to try more video and we will do that internally first as an internal campaign for people and if that's positive, will will try to find some funky I D and see how we could bring that to our prospective market and our community. I can't wait to see what you guys do. We're launching a video series right now. We had a little 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 know, it's new for us and in like you said, like it depends. The answer to what's the best format for content is always going...

...to be. It depends, which is why I always tell people that the only best practice that exists in content marketing, or maybe any marketing, is to test things, because the instant you think you've got the way, like, the one way to do it right, you're probably going to get left behind by somebody who's testing. So yeah, so, even if they think your roles don't want to watch videos, it's you know, if you can do a quick little tests like doesn't have to be expensive, it's probably worth it. Absolutely what. I also think that there is two types of video. There is obviously the very proficient, all Highley, very expensive, very glossy video, and then you can have just normal videos. If you look at what we consumer on the consumer level, instagram stories, facebook stories, Youtube. Some of it is that is done not professional making the videos. That just people who've got great content and you watch the video because of your interested by the content. The form may not be perfect, but I think the content is key. So even if you've got to go through and you go around and film yourself, that may be sufficient to actually create content. That that's probably what we will try. But you touch a good point about trialing and testing, which kind of lead me to to my next question. Around KPIS. I'm the CEO to projects and them. I'm always asking question to my marketing folks and seals folks about metrics and while we are at with things now, we are progressing and believe that from from a self's perspective, is actually quite straightforward. But it's always more difficult when you want to try new things, particularly and from a marketing perspective, to measure and and get that value of success out. You value success. So when it comes to to setting goals and metrics, but what should market will be tracking to measure the success of that content strategy from your perspective? Yeah, it's an age old question. I mean there's that quote from Henry. I think it was Henry Ford and might be mystery misattributing this quote, but I think he said something like I know half of my advertising budget is wasted, I just don't...

...know which half. I think that's still kind of true, even though we have all these measurement tools, 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 of content perform and drive some kind of result, whether it's like a keyword ranking or 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 strategy for a year and if you're successful, that means you're successful. So I don't know, like it's a little bit of both. What I'm about to say might sound like content marketing is worth investing in no matter what, and that's not true. Some content isn't worth it, but I do think the real sign of success is if you start content marketing strategy that you believe in, you have to ask yourself, is your business growing faster this year than it was last year? And if not, you know you can point a little bit to that content strategy. Yeah, so, you know from all bell spectivies you cantually at tribute deals to contents unless it's a very straightfollowcase. Someone listen to that put guested pizza and they just contacted us because that uppen to a follow us through, you know, a linkedin connection or what The v ideas and then listen to the BOOT guessens subsequently come to us. Funnily, you of some we only discover, strea months off to start seeing a program we are client, that it's that piece of content of that podcasts that drove them to get in touch with us in first place. I think it's more the it is more the world of mouse for us because because again, the community and we feel that, you know, it's the rule of marketing. Is Not just acquisition, is also making sure that we can we can keep our clients and get our clients to believe that, no matter if if we do a good job or not, we still the leader, we still the sort leader in our market. But yeah, sometimes it's that a straightforward and I agree with you. I think you need to look at it as a whole and and just look at how we may.

Are we doing better and less year, which is the budget that we are investing and also, are we having fun doing it? Yeah, important because, you know, sometimes having fun doing things, learning from doing something, having the rest of your team looking at what you are doing, having the rest of your team listening to this podcast, listening to best practices, is also a value. It's not a capitalistic value in a sense. You may not be able to associate it to revenue, but I think it's very important to have fun in what you do and if you can afford to do it, yeah, why not? So yeah, well, both from mahinds the other maybe it was yesterday, and Linkedin, and you know the classic like smile and dial because if you smile while you're on own the prospect, they can hear the cheeriness in your voice. He said you should have the same thing in your content marketing. Is Your content smiling? Are you having fun? Basically that comes across. I think it makes a really positive and impression when you can do that consistently. Yeah, on person on person. So thank you very much for you insights today. Cutting re appreciate you took the time to get to get always me and show your sorts us all agence. So if anyone wants to connect with you. What's the best way to get in touch with you? Could probably look me up on Linkedin. There are a lot of Colin Campbell's and Linkedin handle the content. Campbell or calling at sales hackercom. Can just email me to wonder foot well once again. He was great to have you on the show. Thank you very much for all time today. Could thanks really it was nice meeting you. Man. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to be tob revenue acceleration. To ensure that you never miss an episode, subscribe to the show in...

...your favorite podcast player. Thank you so much for listening. Until next time,.

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