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How Creating In-Your-Face Marketing Closes Million Dollar Deals

Authors: Jess Chris Moody
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Chris Moody, former host of Content Pros and current Content Marketing Lead at GE Digital, joins the Content Pros Podcast to discuss content marketing in a billion dollar industry that focuses more on sales than leads.

Chris-Moody-InstagramNot All Content Is Created Equal

Big business. Small business. Medium business. All have different budgets and different content marketing needs. But those differences and needs may not be what you think they are.
Despite being part of a multi-million dollar, international company, Chris is working with a budget that aligns more with scrappy start-ups. This lack of financial resource paired with major sales goals has pushed him to scrutinize the needs of and approach to his content marketing.
He’s discovered that not all sales funnels follow the same path or require the same type of content to move the needle. Instead of focusing on creating amazing pieces of content, he focuses on creating content that works.
In his case, content built for in-person communication has hit the nail on the head for their customers. By going with the flow of his customers, Chris has been able to create content that works for his industry, leading to millions in sales and potential billions in savings through efficiency.

In This Episode

  • Why creating a great piece of content isn’t always about trying to create a great piece of content
  • How A/B testing in the right market can lead to billions of dollars in optimized savings
  • Why ‘winning content’ doesn’t mean the same thing across the marketing industry
  • How multi-million and billion dollar industries lead to a rise in dark content marketing


Quotes From This Episode

“Everyone always assumes that when you’re in a big company you have tons and tons of money, and that is not the case.” –@cnmoody
“We’re trying to be the voice of the customer. We’re trying to take the experiences that are shared across our team and turn that into scalable content.” –@cnmoody
Don’t always try to create that amazing piece of content. I think many organizations can fall victim to that.” –@cnmoody
“When you can digitally clone a product line or an asset or an engine and see what works best on that and push that into the live environment, that’s extremely compelling.” –@cnmoody
“Our job is to be the trusted source of education and help to explain the actual results and outcomes they can accomplish.” –@cnmoody
“I want everyone to see that and say, ‘I need more of this. Where can I find it?'” –@cnmoody



Content Pros Lightning Round

What was your most successful blog post? I Was Sued Over a Blog Post and You Can Learn From It
Is it true you have a very unusual varsity letter from NC State? Yes! I lettered in Women’s Basketball at North Carolina State University for Hall of Fame Coach Kay Yow.
Current TV or movie obsession? This Is Us for TV and the movie Hell or High Water.
Who is your most successful fantasy football player in recent memory? I don’t even remember. It was a rough injury season for me this past one.


Randy: Welcome to another episode of Content Pros. This is going to be a different podcast in a way because it’s the beginning and the end at the same time. We’re bringing back someone who was with us at Content Pros from the very beginning. That’s Chris Moody. You may have remembered, if you’ve been listening to us for a long time. It’s also the end because Jeff Cohen is actually moving on from Content Pros. I guess we’re going to have to dig in today to find out if both of these people who have had time at Oracle hate Oracle or hate me. Which one is the one that’s just pushed them to move on from Content Pros? Over to Jeff Cohen from Oracle Marketing Cloud, Jeff, I’ll put you on the hot seat to let you answer that one and bring Chris into the show.
Jeff: Absolutely. Thank you, Randy. Super happy, as always, to be here with Randy by my side, or actually Chris literally by my side, on another episode of Content Pros, part of the Convince and Convert podcast network. You used the word “hate,” Randy, and I think that’s pretty strong. First, I’ll say, speaking for me, not for Chris, he can answer himself, but we love you, Randy, and it has nothing to do with you.
Randy: Sigh of relief over here, big sigh of relief.
Jeff: That’s right. It actually has nothing to do with Oracle. It’s the idea of new opportunities and moving on to a content marketing agency, which will actually give me the opportunity to get involved with many more content challenges, even more than I’m doing here at Oracle. With little further ado, as Randy said, we’d like to welcome Chris Moody, former and founding host of Content Pros, who is now Content Marketing Lead at GE Digital. Welcome, Chris, to Content Pros.
Chris: Thank you, Jeff and Randy. It feels great to be back. It’s also … It’s just sad when it’s your last show, so I feel for you and I do miss Content Pros, so definitely no hate, Randy. The second season, where we started working together, may have been our best. We had a good run. We had a good run. I definitely miss-
Randy: I’m seriously like dripping off all the sweat right now. Good to know that we’re all good around the table here.
Chris: Similar emotion-wise to This Is Us, if you watch that show. Kind of sad state, but still optimistic.
Randy: Did you just discover who your birth parents are?
Chris: No, but it’s funny because I used the approximation of Randall to explain to my parents more about my personality. Versus me trying to say, “Actually, I’m not the person you think I am. I’m more like Randall than the other characters.” My wife said that and they’re like, “Really? You’re like Randall?” I was like, “Yeah, yeah.” This Is Us, helping with persona development, there you go. Content time.
Randy: We’ll see if we’ll finish on tears, Jeff. I’ll let you close it off today. Maybe there will be a couple of tears. My wife cries at the end of that show every time.
Jeff: Okay. There might be some tears. Just to echo something that Chris said in our love fest, before we dive into the content, we’re actually on a pretty good run ourselves, Randy. Our recent shows have been pretty good, so I think ending my run with Content Pros with Chris I think it’s going to be another awesome show for our listeners. Chris, give us sort of an overview, since you were last on Content Pros, you’ve been at GE Digital, leading a content effort there. Tell us about what that’s like. In a general sense, how were you getting started and what kinds of things are you doing?
Chris: I think the first thing to understand, GE Digital is a fairly new group at GE. The origin story goes back three years, but the branding of GE Digital does not go back that far. It’s essentially a new marketing organization. I joined and there’s an established group called Marketing Innovations. They have amazing folks. They have an amazing leader, Katrina Craigwell. Many folks know her in the space. It’s a great team. They’re running a lot of marketing. They have revenue marketing, paid search, they have some content strategists and some writers on the team.
I joined in a group called industry solutions. The simplest way to explain it is they’re extremely bright folks with tons and tons and tons of subject matter expertise that are working with customers. They get pulled into strategic conversations and they try to use their experience to show, “Here’s why we should be your trusted advisor.” They threw me into a group of PhDs and extremely bright folks, so it’s nice being the dumbest guy on the team. I’m an individual contributor, so I went from running an extremely productive content team that Jeff was an integral part of to being by myself, essentially, and trying to figure out how do I best manage my time to drive revenue and impact the business, which is an interesting challenge.
Everyone always assumes when you’re in a big company you have tons and tons of money and that is not the case. I don’t have an individual budget. My boss is exceptional and does a great job of figuring out where we need to make an impact, but I’ve been scrappy. It’s almost back to start-up marketing, where when you’re by yourself you can’t do everything. You can’t write tons and tons of blog posts because you might have a pillar piece of content, which we just launched one called The State of Industry, and we have that segmented by four key verticals, so it’s really five pieces. There’s the piece altogether with an executive summary, and then one for automotive, one for consumer packaged goods, food, and beverage, one for heavy discrete manufacturing and one for chemical. That was a herculean effort.
The combined piece is 126 pages. It’s high design, so it’s not 126 pages of reading, but it’s been interesting to tackle something from the ground up. We’re trying to be the voice of the customer, really. We’re trying to take the experiences that are shared across our team and turn that into scalable content. That’s where my heart is these days, when I’m not longing for Content Pros and talking into a microphone.
Jeff: One of the things that’s interesting starting that kind of content effort at a place like GE is GE, or at least at the corporate level, is known for just absolutely crushing it from a content perspective. They’re one of the companies that really is held up as the B2B content leader. They’ve produced some really well-received podcasts, they’ve done amazing things on video and all the short video channels, and all those sorts of things. Does that actually make it easier for you, because they’re providing air cover about what content is for, or does it actually make it harder because, as you said, you’re scrappy, you don’t have big budgets and all that sort of stuff?
Chris: I think it falls somewhere in the middle. The interesting this, as a content marketer, if I can be objective and step to the side and not be the one who has to get the work done, most of the marketing teams I’ve worked with and most of the colleagues I share in the field of marketing, the challenge is we have a great product or we have an established marketing process, we need to get more air coverage. We need to build our brand. We need everyone to know us. We need folks to think of us in top of mind, we top 30 in our industry, that kind of thing.
For GE Digital, it’s very much the opposite, because it’s a new group. The team is, you can pick your stage, storming, forming, norming, whatever you want to call it, lots of new folks who are extremely bright coming together to figure out how we match this to business objectives, but we have a tremendous amount of air coverage. Everyone knows GE. My five-year-old recognizes GE any time he sees it. He goes, “Dad! There’s your logo!” It could be a washing machine, which is no longer part of GE’s business, but it was created by Thomas Edison, right? Everybody knows Thomas Edison. You don’t have to go out and say, “We’re GE. Let me tell you what that means.” Every single person in the world pretty much knows who GE is.
For Digital, we have a great task and initiative of telling the story and helping to change the world and the way the world works, connecting minds and machines and making technology seamless across manufacturing. That is what is fun for me. I think almost every other challenge, it was optimizing an existing team or building a team with an existing model. You kind of knew, “Here’s how the funnel works, here’s our sales process. Go out there and get us more awareness while we crank away at the numbers.” For GE, it’s we have this great air coverage, we have great TV spots, everyone’s going to see it, but explain to people what is digital transformation, how can we help them, how can we be specific by vertical. Very much the polar opposite of what I’ve done at most other companies.
Randy: I want to dig in on what you were talking about earlier, in terms of bringing out this pillar of a piece of content, this 126-page visual experience. Chris, back when you were hosting with us, we had a lot of different people come on the podcast and they would talk about a whole bunch of different ways to talk about that. Some people talked about it as the turkey and how we’d slice up the turkey. Some people talked about how all the trail of breadcrumbs needed to lead to this big discovery of this big asset. I’m wondering how you decided to start with that big asset, being by yourself, versus having all those breadcrumbs, if you will, over time. What was the approach in terms of when the right time was to focus on the big asset?
Chris: I think that’s an extremely loaded question. There are a couple things I’d like to address to pick it apart. The first, I used to say a bunch in presentations, “Don’t always try to hit home runs.” Don’t always try to create that amazing piece of content. I think many organizations can fall victim to that. For me, it was based on a few things. The first is experience. When we were at Oracle, Jeff and I are sitting beside each other, so it was a small group of folks that came up with an award-winning campaign that was a year-end summary. It was modern marketing year in review kind of thing and it summarized the year and what was expected next year with tons of subject matter expertise, and that was something Jeff drove. We saw the results. It was amazingly successful and we knew that was a repeatable model for us if we executed it well and did everything the right way with the promotion. That was in my head, knowing that if we put together a compelling piece of content that resonates with experts in our field, I think it will work.
The second directly related to that was just gut feel. Do I think this will work with our audience? For something like digital transformation for manufacturing companies, everyone knows manufacturing in our field, the target customers we have, they’re subject matter experts themselves, but they may have concerns about digital transformation and what that really means. With us being able to pull together analysts and lots of different minds and conduct thought leadership interviews and create a compelling piece that puts us in the role of trusted advisor, I felt like that was something worthwhile for our time.
Then the third big reason, it was timely. It was coming up near … This was May when we started talking about it, and that was something that Jeff was great at with Oracle, getting ahead of the schedule. A lot of times, people do the year-end review type things in December, but we started this months out. It gave us time to do it really well. It’s not easy to produce a long, substantial piece of content, but it started with interviews and then surrounding data and third party sources we could complement the interviews with, and then fleshing that out into content, and then from there going into design, once we had content. It was even before content was final. It was this iterative process, where we had the time to try to get it right. We’re still making improvements. It’s not going to die. My goal, again, is to do that at the end of 2017. When you tackle a huge piece like that, it can help shape the strategy. The main thing is figuring out the best distribution and surrounding it with complementary assets. That’s something that I’m trying to tackle now.
Randy: I just want to do a quick check-in. This is the most we’ve ever allowed you to speak consecutively on Content Pros. Moving from being the host to being the guest, are you all right? Do you need a break? Are we doing okay?
Chris: I’m good. It’s kind of nice.
Randy: You just have to go with it.
Chris: Yeah, sometimes you ask the questions and you’re sitting there, like, “Oh, man. I know the answer to the question I just asked.”
Randy: Exactly. We ended up going right to this idea of the big pillar. I was actually curious to start a little bit earlier in how you approached being at GE Digital. One of the things is, being in this group that is GE Digital, and I’m sure a lot of people say to themselves, “What is Digital? Where does it play? Where does it not play? What is IOT? Where does it play? Where does it not play?” From a content perspective, I’m wondering at a company the size of GE, how much of that was about the content team figuring out who to speak to from a persona perspective versus working with product teams to figure out who you’re building for, perhaps?
Chris: I think there’s some nuance there. I want to say it’s some of both, but at the same time, it’s in the press. You can watch everything that Jeffery has been talking about. He has made the bet on turning GE into a software company. That is not me revealing any secret sauce. It’s everywhere. Every interview he does. It was more, “Sure, you want to be a part of this, but this is where we’re going. This is the future. If you want to be in the boat, get on the boat. If not, you can swim. Maybe you’ll catch up with us, maybe you won’t.” Digital is happening and GE has tons of investments and involvement in that community, in Predix, their application layer, just lots of stuff that they’re doing.
From a content perspective, I think our audience, all our target customers, they’re great at what they do. When you talk about a leading car manufacturer, you don’t go into a Ford or a General Motors and say, “Hey, let me tell you how to make a car.” This is what they do. If you’re walking in and saying, “Based on our experience, we have rolled out this comprehensive suite of solutions with our software and it allows us to essentially clone an asset on your factory, run optimization experiments, and then push that into the live production environment.” That’s a different story, when we’re talking about how we can really digitally transform things.
As a marketer, an element of it is A/B testing. We’ve all done A/B testing and you send multiple messages to see what works. When you can digitally clone a product line or an asset or an engine and see what works best on that and push that into the live environment, that’s extremely compelling and we’re also talking about a space where a 1% improvement can be billions of dollars. If we’ve ever optimized a funnel, you try to look at where is churn and let’s reduce churn, or where can we get an increase in qualified leads. 1% may not be enough to keep your job, but for something like GE Digital, with our customers 1% could save them billions of dollars. It’s a different model, but digital is pervasive and everyone is talking about it. I think our job is to be the trusted source of education and help to explain the actual results and outcomes they can accomplish.
Jeff: As you’re talking about this, Chris, talking about both the big pillar asset and actually describing the product that it supports, I’d love to know how you think about the funnel and how content can serve different stages of the funnel. Obviously your first big asset, what we’ll call your first big success, is top of funnel, it’s thought leadership, leveraging your internal subject matter expertise, but then how does your small scrappy team of one address let’s tie this whole big content effort down through the funnel and make sure you’re connected with product marketing and … How does all that stuff work in your world? Even though I’ve completely answered the question for you.
Chris: It’s interesting because the call to action … Let’s back up first. For the marketing software folks listening, if you’re at a marketing software company, a big part of the job may be click to buy. We’re trying to get someone to fill out a form or get a demo or actually purchase a product online. When you move upstream and it’s a more comprehensive solution, you’re trying to facilitate a sales conversation, an extremely qualified and informed sales conversation. For me, it’s not exactly how the funnel is defined, but to me there’s a couple of things. The top of funnel asset may actually be an exceptional thing for sales to have. Not just to read and learn about it, but to be able to take that in front of a customer and say, “Hey, I’m going to leave this with you. I know it’s long, it’s 30 pages, but for your industry, we’ve gone through and we’ve looked at the top trends and what we think is coming next year.” These are all discussion points.
At the same time, the surrounding pieces of content, it was less about the distribution in lead process, which a marketing driven company, a marketing company providing solutions for marketers, our whole approach was how do we get more qualified leads online. It was, “Here are all the ways we drive people to the asset. We funnel them there.” We’re going to do that at GE Digital, but the primary concern for me was how do I get this in the hands of sales. For all of our analysts and directors that are in front of customers, I created presentations for each of the assets. It was less than eight slides, but it pulled out the salient points, where they could go in and talk to their customers about it and to their prospects about it. They had discussions.
For me, it’s a different funnel that starts when I can get someone on our team or sales empowered to have a productive discussion. That’s how I have to view content. It’s not as much about the online metrics, even though that’s what I will drive for and watch and obsess over because I always do that. When you’re talking million dollar deals, giving sales something that they’re confident in, that it looks nice, that it explains all the key points, it helps educate them but leads to extremely productive and insightful conversations, that is winning content now. I’m trying to show all the folks who are meeting with sales and around the sales process, “Here’s how we can empower enablement.” It may not be direct, but we also tackle that. We have meeting one, meeting two presentations, and it’s a horizontal and vertical approach, which that may be a future question. We have content that stretches across every single vertical. It’s a digital transformation.
That’s something that we have to cover for any client, any industry. We’re trying to explain what it is, what it means, but then we get extremely specific to the vertical, the industry that they’re in, and that’s a whole new world of content. You have to tackle both of those all at once.
Randy: As you were talking about how you’re helping to navigate content through the org there and pull everyone together, it made me think … Chris, you’ve been an amazing advocate for content marketing, both in the role you’ve had at Oracle and the company that brought you into Oracle, being Compendium, through your involvement with Content Pros, I’m wondering, going from having this role as an advocate for content to being in a company where now I assume you’re advocating for the importance of content, how receptive has your new company been to the importance of content and how much do you have to battle? We talked to a lot of content marketers through my company at Uberflip and other ways where there is that battle sometimes, to stress the importance of content. I’m wondering how you’re seeing that, being on the other side.
Chris: I am extremely fortunate. The leadership that is in place, the two layers that I report to, my boss and my boss’s boss, both completely understand the value of content. It’s more about efficient execution based on budget. For me, it’s less of the story of, “Here’s content marketing. Here’s why we should do it,” which even at some marketing-focused companies, that has been the biggest challenge, the education around content. It’s more about, “If we have a million dollars or a thousand dollars, here’s the best way we should spend that money to create content that scales and can actually impact opportunities and revenue. That’s a different discussion. It’s less around, “Content marketing is amazing. Let me tell you all the reasons why. Here’s all the data to support that story.” It’s, “We have all these different areas of content that we have to address. Here’s how we can best do that.” It may be some insource, some outsource, some agency assist, but it’s more of the plan and the execution. That’s where my head is right now.
I think I am fortunate in that regard. I do feel like lots of people are still fighting to make the case for content marketing. In my opinion, leadership here really understands that. They know that it’s a given. It is something we have to do, but we can obsess over the best way to do that based on the money we have.
Randy: I love that. I think both Jeff and I, when we were each losing you from Content Pros or Oracle, we knew you were going to find a home that embraced content in a true way. Another great place that hopefully the three of us will hang out is our Uberflip conference later this summer. Hopefully the three of us can get together here in Toronto. As you guys know, last year Jeff made it, we had an amazing line-up, including people like Jay Baer, who are behind Convince and Convert, where everyone’s listening to this podcast from. It’s a real great opportunity to talk about some of the things that you just alluded to, Chris, in terms of the trends where content’s happening, how it’s being infused into the organization from an ROI perspective, from a sales enablement perspective. Really this idea of owning the journey with content.
What I’m going to do now, Jeff, I’m going to hand it back to you. This is your last show with us. You and I have had a blast doing this. You and Chris have worked together for a lot longer, so I’m going to literally put myself on mute the rest of the way through. Know on behalf of myself and a lot of the people listening to this podcast, though, that we’ve truly enjoyed having you on this podcast and it’s just a matter of time until we’re bringing you on as a guest, too. Why don’t you finish it strong here with you and Chris?
Jeff: That sounds great. Thanks so much, Randy, and thanks for all your help and support in my time on Content Pros. No tears yet, but I’ll go on with another question for Chris and try to hold them back. One of the things, Chris, that’s a big trend and topic in content marketing is the idea of distribution. In other words, people have said, “Oh, you spend a small percentage on content creation and you should actually focus … I’ve seen up to 80% of your effort resources, etc., on distribution.” In the context of, you said, “Well, sometimes the best use of this content is a salesperson actually laying it down on the table,” so in other words, that’s almost a one-to-one distribution, I’d love to get your take on not just the bigger distribution plan or thoughts around this content, but the fact that you’re a small group within GE. In other words, can you go to GE orporate social media accounts and have them share it, if that’s even relevant to the conversation?
Chris: I think for distribution, my head really is more around enablement right now. I was just on a call earlier this morning where we were talking about distribution in the sense most content marketers understand the concept. We are concerned about blog posts and having effective calls to action and leading to a landing page. We usually start with a campaign for our qualified email list, delivering them relevant information and for the most part, that’s the first place people can engage with an asset. It goes there first. Then the landing page could be staggered after. It may be something where there’s just a simple pop-up to capture that lead, but it goes on the website later.
I think when we’re talking about the size of deals we’re talking about at GE Digital and the complexity of the sale and the customization to the individual client solution, not necessarily the software, because you always want to scale software and not build to suit. It’s a lot of in-person sales meetings and people who really understand the customer, regardless of title, working through, “Here’s where we can help you. Here are the outcomes we can sign on to provide,” and working together that way. That means you have to empower the people talking to your customer to have those conversations, whether that’s an eBook, whether that’s a presentation, whether that’s a webinar, whether that’s a recorded presentation that is not quite a webinar, somewhere in between. Then at the same time, we want the customers to pull the content. I also want sales to pull the content through. I don’t want to have to push everything.
That was another reason I wanted to start with something that I felt like it was an amazing, comprehensive piece of content, because I want them to see that. I want everyone to see that and say, “I need more of this. Where can I find it?” Then we had a great place to find it. Then they’re starting to look, versus saying, “When do I get the nudge? Who’s sending me the email of things I should pay attention to?” The biggest thing is matching it to your sales process. Distribution to me now means what can we do to close revenue to impact the business bottom line we have to accomplish. As a content marketer, that may be a little counter-intuitive, because I know a lot of folks are still more into blog and social side and not quite as sophisticated on lead-driven assets. You know a ton about that, Jeff, because that was primarily your biggest responsibility when we worked together. It’s interesting.
I think all of the conversation, if you go to a marketing conference, if you say “distribution,” it’s, “Well, we put it on the blog. We have a landing page. We promote it on social. Then we’ll do some paid search. Then we’ll do some paid ads.” We do all of those things, but I’m more concerned about the distribution behind closed doors. How do I get that in front of the customer? How could I make everyone more educated to try to close those deals? How can I create that cycle of pulling out information from those discussions and turning that into content? The cycle for me isn’t happening on the web and the publicly available side. I’m trying to pull from extremely smart folks behind the scenes and create something that can hopefully move the needle, because we have extremely lofty sales goals. You can Google GE Digital group and shareholder meetings and see what our goals are. We’re talking billions of dollars increase in revenue over a few short years.
Jeff: That’s a great way to think about it. People, some of our listeners, may be familiar with the term, “dark social,” which is the idea of so much sharing on social media actually happens by email and through private networks and things that you don’t see. I think Chris is actually alluding to something that today we’re going to coin “dark content marketing,” where basically the content that you create is just as important in these one-to-one handoffs, the meetings, as he says, behind closed doors, and then also figuring out how to capture some feedback and turn that into new content. I love this idea that you’re practicing and that we just put a term to. “Dark content marketing.”
Chris: I like that term. Am I the foremost expert in “dark content marketing?” I feel like that’s a LinkedIn thing.
Jeff: I think so. I’ll race you to register the domain name, It’s probably not available.
Chris: I’m sure someone has it.
Jeff: Anyway, that’s a great way to think about it. One of the things that we like to do here on Content Pros, since your days, is a bit of what we call lightning round. Often lightning round doesn’t really have the rules of a lightning round, but I think I’m going to, since I’m sitting here with you … We don’t need a timer. We’re okay. We don’t need that buzzer. I have an air horn on my phone. You’ll just keep your answers short. I know that you’re somebody who likes to tell stories and probably a lot of people who listen to this may remember you as a host, but never heard any of your stories. This will kind of whet their appetite for some of them, because you have to give just a sentence or so for your answer. What was your most successful personal blog post that you wrote?
Chris: A blog post about how I was sued over a blog post, by far. Exponentially more successful.
Jeff: Okay, perfect. I understand also … Not understand, I know you, since we’re friends, but I’ve heard you tell the story about how when you were a student at NC State you actually have an unusual varsity letter at NC State, don’t you?
Chris: Yes. I lettered in Women’s Basketball at North Carolina State University for Hall of Fame Coach Kay Yow.
Jeff: Perfect. This should whet your appetite and want to get to know Chris a little more. He has lots more stories. We like to understand how people are kind of checking in, keeping up with pop culture and things of that nature. Is there something you’re watching on Netflix now or something that recently has kind of jumped out to you?
Chris: My wife and I are obsessed with This Is Us. As a content marketer, their writing on that show is exceptional. It’s been a long time since a show in that category … I can honestly say that. People in our circles, the podcast listeners’ circles, many of the folks you look up to are obsessed with This Is Us. It’s happening behind the scenes and everyone’s talking about it, but man, it’s a content masterpiece. If you watch the character development … I could get into the sappy stuff, too, but I’m obsessed with that show. That’s one right now that I really love. Some of the award-winning movies, I loved Hell of High Water, which was another great character development story. Those are two off the top of my head.
Jeff: Then I know you’re a big sports fan, so we’ll just close it up with one sports question. Who is your most successful fantasy football player in recent memory? I don’t know enough to put real parameters on that one.
Chris: Yeah, I can’t even remember. I finished in second place this season and I had so many injuries, I don’t even remember. I think that’s more representative of my season. I drafted … DeAndre Hopkins was the first draft pick that I have, which was a total bust. Somehow I managed to finish second, which I’ll take. I can’t even remember.
Jeff: So strong overall team rather than superstars, maybe?
Chris: I’d say survive in advance. I don’t even remember. It was a rough injury season for me this past one.
Jeff: Okay, awesome. Chris, thank you so much for joining us today on Content Pros. As Randy said at the top of the show, and as we talked about, this will be my last episode of Content Pros. I definitely want to thank Randy for all his co-hosting duties and support and all the folks over at Uberflip. Absolutely big shout out to Jay Baer and the team at Convince and Convert. These shows could never happen without Jess Ostroff, our amazing executive producer and her whole team, working on all these things for the Convince and Convert podcast network. I’m trying to stay strong here as I close out my final episode of Content Pros, although I imagine one day I’ll probably be back as another guest. I’ve been a guest on the show before and I will certainly keep listening and hope you will too. If you have any comments, please go over to iTunes and leave them. It will help Randy and the team continue to make this great podcast, sharing the tips and tricks and the real world of content marketing. We will talk to you soon. Take care.

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