Chelsea Castle, Head of Content and Brand at Close, brings her B2B SaaS expertise to the table. She shares how to create a content goldmine by leveraging internal knowledge and repurposing media into various formats. The conversation covers merging brand and keyword-driven content, maximizing website traffic through brand strategy, and integrating SEO with authentic storytelling. Chelsea also discusses innovative new content channels for B2B and ways to engage on platforms like LinkedIn, ensuring that valuable content resonates with the audience.
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insights INSIGHT
Power of Dark Social Content
"Dark social content" involves recurring shows like podcasts that foster qualitative audience engagement.
Repurposing show content into articles and social clips creates a powerful distribution strategy.
insights INSIGHT
Integrate SEO & Expert Voices
Combine expert interviews and keyword research to create SEO content that stands out authentically.
Leveraging expert voices improves search ranking beyond standard algorithms.
volunteer_activism ADVICE
Create Valuable LinkedIn Posts
Write LinkedIn posts that provide standalone value related to your link's topic.
This approach improves reach and encourages clicks more than overt promotional posts.
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#262 Content Strategy | Dave sits down with Chelsea Castle, Head of Content and Brand at Close. Chelsea talks about her experience in B2B SaaS and shares how to build impactful content that resonates with your audience.
Chelsea and Dave cover:
How leveraging internal and cross-functional knowledge can create a content goldmine
Why it is important to repurpose podcast episodes, webinars, and other media into multiple forms of content to maximize their value
Strategies for integrating SEO with authentic, valuable content that resonates with your audience, beyond just ranking for keywords
Timestamps
(00:00) - - Intro to Chelsea
(02:15) - - Merging Brand and Keyword-Driven Content
(02:16) - - Aligning Brand and Content Strategy with Your Goals
(02:23) - - New Content Channels for B2B
(02:27) - - How to Measure Content Engagement
(02:49) - - LinkedIn for B2B
(02:53) - - Chelsea’s Experience at Chili Piper
(02:58) - - Improving Content for Podcasts
(03:03) - - Driving Website Traffic Through Brand Content Strategy
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