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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
Amanda Smith (00:00):
Amanda Smith. Building a business that stands out in a sea of SaaS solutions takes more than just a great product. It takes a compelling story and a strategy to tell it. Well, I've been wondering who has been doing this. Well, Amy Osmond Cook, she's the CMO at Full Cast, has really been leveraging content as a business driver long before it became a marketing must have. She's got a PhD in communication and over 15 years of experience across agencies, startups, and enterprise environments. So she understands exactly how storytelling translates into growth, no m atter what industry they're in. So when I asked Amy how content is shaping the business and driving outcomes, she talked about how it isn't just part of the strategy. It is the strategy. So when I asked her what she's seeing in the content landscape right now and what marketers should be focused on, here's what she had to say. Your call has been forwarded to an automatic voice message system. At the tone, please record your message.
Amy Osmund Cook (01:16):
Hey, Amanda, thank you so much for your voicemail. It's really great to be able to talk content with another professional. I appreciate the question. It's something that is always on my mind from one writer to another. Full cast has leaned heavily on a strong content strategy, and we're seeing the ROI results really well. We're excited about the opportunity to tell a story about an emerging market in revenue operations that's foundational to what we're doing as we try to build the community of revenue operations. Being able to tell that story appropriately and how exciting this opportunity is, is essential In addition to the brand, we're also seeing a lot of great ROI. The majority of our deals from the marketing side have come inbound, not outbound due to strong content. This year, we've had a really great success rate from people downloading the eBooks, for example, and then our inside sales team will reach out and get them involved in a deal.
(02:15):
A couple of things that are really helpful in terms of an ROI perspective is, as we all know, we got to keep the costs low and the return on investment high. One of the things I do practically speaking, is I'll try to put an ebook together, an outline structure in advance with one blog roll up per chapter. So I'll take an outline and perhaps an ebook. We'll have five chapters, and then I will create five blogs and I'll post them online as blogs so that you get the SEO value. And then when you roll it all up together and it's an ebook, it's a meatier piece of content and allows you to get the lead gen value from it as well. So that's one of the ways that we're repurposing content to try to save money, but also get greater value. I hope that helps.
Amanda Smith (03:11):
Thank you for listening. What your podcast to do more subscribe to Genius Cuts because it's never just a podcast.