Content, Briefly

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:


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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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Creators & Guests

Host
Jimmy Daly
Co-founder/CEO at Superpath

What is Content, Briefly?

"Content, Briefly" is your go-to podcast for content marketing strategy. Each week, host Jimmy Daly interviews SaaS content leaders to understand all the nuances of their content programs—things like content org structure, KPIs, workflows, meeting agendas, and much more.

This podcast is presented by Superpath, the internet's best content marketing community.