57. What to Know About Content Marketing with Mike Goldberg

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Mike is a strong believer in telling, not selling.

Engaging and visually stimulating storytelling has been the foundational approach Mike’s taken to drive brand awareness, articulate complex product messages, and attract and build relationships with customers and prospects.

Throughout his various marketing roles leading content, communications, and product marketing for B2B technology companies, he’s worked closely with C-level executives, engineers, product, and sales to develop and execute global marketing campaigns to drive meaningful results.

Engaging and visually stimulating content is what he creates.

Connect with Mike to learn more.

Here are Five Things We Cover:

1. Storytelling as a Foundation for Marketing: Good storytelling connects with customers on an emotional level, which is vital even in B2B marketing. It’s important to “tell, don’t sell,” focusing on the human element and benefits to the individual user rather than just product features.
2. Thought Leadership Content: Thought leadership and industry trends are crucial for top-of-the-funnel content to generate interest and establish brand authority. SaaS companies, especially, can benefit from showcasing expertise and providing unique insights into their industry.
3. Gating Content Strategically: While research and unique data can be gated to gather customer information due to their high value, customer success stories should always be accessible. Gated content should offer something the audience can’t get anywhere else.
4. Content for Every Sales Funnel Stage: Understanding the content needs for each stage of the sales funnel is critical. While bottom-of-the-funnel content tends to be abundant, there is a need for more top-of-the-funnel thought leadership content to draw potential customers in.
5. Evolving Role of Content Creators: Successful content creators are evolving from mere writers to producers. They must adapt their content to be more visually engaging and consumable across different channels, appealing to the rapidly changing consumption habits of their audience.

Here are Three Actionable Takeaways From This Episode

1. Storytelling is Key, Even in B2B: Think about how you can transform dry information into compelling narratives. Interview team members with deep knowledge of your products and tease out stories that showcase the impact your product or service has on real people. Remember, it’s about them, not you.
2. Content Should be Produced for All Funnel Stages, with a Tilt Towards Thought Leadership: Start by identifying industry trends and constructing pieces that position your company or team members as experts. This move isn’t just about gaining trust; it’s about starting meaningful conversations that could lead to relationships and, eventually, conversions. Consider conducting original research to provide your audience with unique insights they can’t find elsewhere.
3. Transition from Content Writer to Content Producer: Broaden your skills beyond writing. Learn the essentials of video production, podcasting, or graphic design to create content that’s tailored to the changing preferences of your audience. This approach will also help you repurpose one piece of content across multiple formats, ensuring a wider reach.