Clari: Michael Lowe on category creation

In this episode of Content Briefly, we've interviewed Michael Lowe, Sr. Director, Corporate Marketing at At-Bay, and discussed his role back at Clari, the differences between coining a term and category creation, how content works in a category creation playbook, and more.

This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/).

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Timestamps:

00:00 Intro

03:46 Who is Michael Lowe?

04:25 Michael’s background.

05:22 What is Clari?

08:29 How did they evaluate the idea of category creation?

10:27 Price point at Clari and how it affected the category creation.

13:26 Is category creation harder than “regular” content marketing?

16:17 Coining a term vs. category creation.

19:43 Category creation playbook.

24:29 Content measurement in category creation.

27:22 Learnings from the category creation process.

31:19 Learn more about Michael and At-Bay and get in touch.

32:20 Outro

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Useful Links:

• Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/

• Website: https://www.at-bay.com/

• Clari: https://www.clari.com/

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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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