Content, Briefly

In this episode of Content Briefly, we interviewed Matt Hodges, Head of Product Marketing at Equals, and discussed Equals blog ‘Wrap Text’, the Substack component of it, their unique perspective, and more. This episode was brought to you by our friends at Brevo. Try Brevo for free (https://www.brevo.com/welcome-superpath/?utm_medium=partnership&utm_source=superpath&utm_campaign=45597) or use the code SUPERPATH to get 50% off for the first three months of any annual plan. ************************ Timestamps: 00:00 Intro04:17 Who is Matt Hodges?04:46 Matt’s background.07:49 Matt’s attraction to product-first companies.09:54 What’s Equals?11:30 What’s the scope of Matt’s role at Equals?16:32 Wrap Text originality and topic selection process.25:33 Why did they choose Substack? 28:57 Growing audience through Substack.31:33 Matt’s thoughts on content marketing.36:35 Learn more about Matt and Equals and get in touch.37:27 Outro ************************ Useful Links: Website: https://equals.com/ Blog: https://wrap-text.equals.com/ Matt on LinkedIn: https://www.linkedin.com/in/mattnhodges/ Matt on Twitter: https://x.com/mattnhodges ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we interviewed Lane Scott Jones, Director of Content Marketing at Zapier, and discussed the growth of Zapier content production, optimistic perspectives on SEO, content diversification, and more. This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/). ************************ Timestamps: 00:00 Intro03:28 Who is Lane Scott Jones?03:58 Is it overwhelming to write content for Zapier?06:20 Automation in the day-to-day.08:46 How has content at Zapier changed?13:00 Increased content production and team at Zapier.14:03 Percentages of net new content and content updates.15:09 Corporate marketing and Lane’s new responsibilities.17:26 Brand activities and the ‘customer love’ metric.18:52 Organic strategy is changing.20:32 ZapConnect and its evolvement into a community.23:11 Thoughts on the future of content marketing.26:51 Learn more about Lane and Zapier and get in touch.28:06 Outro ************************ Useful Links: Website: https://zapier.com/ Lane on LinkedIn: https://www.linkedin.com/in/lanescottjones/ ************************ 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

In this episode of Content Briefly, we’ve interviewed Emily Triplett Lentz, Senior Manager, Content Marketing at Calendly, and discussed how she balances PLG and sales-led motion simultaneously, her thoughts on verticalizing content, where video and social fit into her 2024 plans, and the why behind her team’s ‘AI hackathon’. This episode is brought to you by our friends at SHUFFLL. ************************ Timestamps: 00:00 Intro03:54 Who is Emily Triplett Lentz?04:13 Emily’s background.05:06 Calendly's journey from startup to enterprise.06:36 Balancing PLG and sales-led motion simultaneously.07:47 Calendly's content strategy.10:38 Rethinking content amid challenges.13:01 Calendly’s team structure and operations.15:56 Creator-led distribution.18:17 Content verticalization & cross-team collaboration.22:23 Internal & external content creation.23:57 Important metrics for evaluating content performance.25:10 The role of product marketing in PLG motions.26:43 Communication tools for team collaboration.28:16  Content prioritization and OKRs.29:36 Balancing new and existing content.31:57 Example of a successful content piece.34:27 Personal reflections on scheduling links.36:40 Calendly's AI summit.40:48 Learn more about Emily and Calendly and get in touch.41:35 Outro ************************ Useful Links: Calendly Website: https://calendly.com/Emily's notes from the AI Summit: https://docs.google.com/document/d/168gn06_v0zQ9mUJf-qLCOJ7FFSIw0P4RRwXyUFTXR1o/edit?usp=sharingEmily on LinkedIn: https://www.linkedin.com/in/emilytriplettlentz/ ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel. 

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/). ************************ 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 ************************ Useful Links: Michael on LinkedIn: https://www.linkedin.com/in/mlowe08/ Website: https://www.at-bay.com/ Clari: https://www.clari.com/ ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Robyn Showers, Director, of Content Marketing at Apollo.io, and discussed what it is like to be in a mature company with an established content program, the story behind Apollos’ book publishing, and more. This episode is brought to you by our friends at Minuttia (https://minuttia.com). ************************ Timestamps: 00:00 Intro03:03 Who is Robyn Showers?03:35 Robyn’s background.06:25 What is Apollo.io?08:39 Writing approach at Apollo.io.10:37 Apollo.io’s content program.13:53 The story behind the Outbound Sales book.19:01 The process for writing and publishing the book. 22:33 What is Appolo Magazine?26:10 Managing the content program for an established company.31:48 How are the industry changes affecting Apollo’s content strategy?36:28 Learn more about Robyn and Apollo.io and get in touch.37:19 Outro ************************ Useful Links: Robyn on LinkedIn: https://www.linkedin.com/in/robynshowers/ https://www.apollo.io/academy/guides/pipeline-generation https://www.amazon.com/dp/B0DHJ7VWJ9 ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Hila Bouzaglou, Founder of Shelf, and discussed the specialization in niche content (e.g., supply chain), building a company culture, tackling difficult content topics, and more. This episode is brought to you by our friends at Flying Cat Marketing (https://flyingcatmarketing.com/). ************************ Timestamps: 00:00 Intro 02:44 Who is Hila Bouzaglou? 03:26 Hila’s background. 05:35 The origins of Shelf. 06:44 Solving the challenge of subject matter expertise. 09:35 The customer lifecycle at Shelf. 12:44 Building subject matter expertise internally. 15:42 Where do they find writers? 18:43 Practical application of AI in research for content writing. 23:13 Quality assurance for produced content. 25:36 The team dynamics at Shelf. 30:47 Building the muscle by doing hard work. 32:48 Learn more about Hila and Shelf and get in touch. 33:10 Outro ************************ Useful Links: Book a call with Hila here: https://shelf-made.com/heavyweight-b2b-content-marketers/ Hila on LinkedIn ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Kasey Fleisher Hickey, Senior Director, Brand and Content at Attentive, and discussed the product, prioritizing daily tasks, creating impactful content, how content and brand overlaps, and more. This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/). ************************ Timestamps: 00:00 Intro 02:56 Who is Kasey Fleisher Hickey? 03:17 Kasey’s background. 04:13 What is Attentive? 04:58 Black Friday and Cyber Monday marketing campaigns. 06:14 Experience leading content at Attentive for 4 years. 08:08 Content as a program vs. content as a service. 11:03 Content team structure at Attentive. 12:10 Setting boundaries between other teams. 17:40 Content prioritization and being disciplined.20:03 How brand and content overlap. 21:49 Brand team at Attentive.23:23 Brand as a differentiator.25:20 Building a consistent experience for customers.27:45 Doing more with less.29:56 Learn more about Kasey and Attentive and get in touch. 30:34 Outro ************************ Useful Links: Kasey on LinkedIn: https://www.linkedin.com/in/kaseyfleisherhickey/ Job opportunity: https://jobs.lever.co/attentive/85271a21-692b-42ca-866d-a28e56e94624 Website: https://www.attentive.com/ ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, Tommy Walker, Founder of The Content Studio, presented his State of (Dis)Content and discussed the survey’s insights, learnings, and more. Access the full report here: https://www.thecontentstudio.com/the-state-of-discontent/ This episode is brought to you by our friends at Shelf (https://shelf-made.com/heavyweight-b2b-content-marketers/). ************************ Timestamps: 00:00 Intro 03:41 The ‘why’ behind The State of (Dis)Content. 07:38 Tommy’s thoughts on the report. 09:20 Key survey information. 11:58 The good news. 15:23 The not so good news. 23:49 The really bad news. 25:38 Tommy’s most creative and fulfilling period. 28:08 The worst news of all. 29:09 Reasons for not doing market research. 41:40 What has Content Marketing discontent? 43:13 Job market sentiment. 48:37 Management and getting executives to buy in. 57:30 Q&A session. 58:01 What does it mean to be a content marketer today? 1:03:47 How to do audience research. 01:09:55 Wrapping things up. 01:11:30 Outro ************************ Useful Links: The State of (Dis)Content Tommy on LinkedIn The Content Studio ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Signup for Superpath Pro here → https://www.superpath.co/ And use code "ericdoty" to knock 20% off. ************************ In this episode of Content Briefly, we've discussed with Eric Doty about his new role as Head of Community at Superpath, relaunching Superpath Pro, one-on-ones for pro members, and all the fascinating things we’re working on. This episode is brought to you by our friends at Captain (https://www.contentcaptain.io/ and https://echoreads.io/). ************************ Timestamps: 00:00 Intro 03:12 Eric Doty becomes Head of Community at Superpath. 05:42 Existing plans and transitioning to the Superpath Pro tier. 08:33 What’s included in Superpath Pro? 10:28 Building connections through the community.  12:27 Superpath’s courses series. 13:58 Upcoming initiatives. 15:08 Building software.  16:24 Enjoy the launch of Superpath Pro. 17:52 Outro ************************ Useful Links: https://www.linkedin.com/in/edoty/ https://superpath.co ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content Briefly, we've interviewed Jessi Craige Shikman, Editor at First Round Capital, and discussed how the First Round Review operates, some of the best interview tips,  how she empowers writers with good editing and feed processes, and more. This episode is brought to you by our friends at Duckbill (https://www.getduckbill.com/). Use code SUPERPATH for 50% off for the first two months. ************************ Timestamps: 00:00 Intro 03:03 Who is Jessi Craige? 03:25 Jessi’s background. 03:55 Editor’s role at First Round Capital. 05:01 Content’s purpose at First Round Capital. 06:36 Creating relevant expert-led content. 09:28 Jessi’s day-to-day and content calendar. 10:29 Are there still available topics to cover? 11:36 Has AI creeped into their workflow? 13:09 Differences in creating content for SaaS companies and a VC firm. 17:21 Content reporting at First Round Capital. 18:14 Investing in owned channels. 20:02 Are there technical SEO issues with a large library of content? 21:04 The intersection of the Review and their podcast. 22:22 Is there a significant video component to content in the First Round? 23:21 Transitioning from a writing role to an editor role. 24:47 Editorial tips to make writers better. 26:07 How much time does the editorial work take? 27:42 What to expect from the First Round. 28:39 Learn more about Jessi and First Round Capital and get in touch. 29:17 Outro ************************ Useful Links: https://www.linkedin.com/in/jessi-craige-shikman-47650a75/ https://review.firstround.com/ https://every.to/ https://lex.page/ ************************ 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 ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.