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Ruthlessly Prioritizing Your Content Marketing to Find Success

Authors: Jess Jesse Noyes
Posted Under: The Content Experience Show
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Hosted By
Jess

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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

Jesse Noyes, Senior Marketing Leader, joins the Content Pros Podcast to discuss the evolution of content marketing, the makeup of the modern CMO, and content velocity versus volume.

Jesse Noyes1 - InstagramUnderstanding the Content Landscape

One thing we can count on in this life is change, and that is equally true for content marketing. There is a new wave of multi-talented marketers entering the workplace and their arrival is fundamentally changing how marketing departments work from the bottom to the top. This rippling effect is requiring everybody to rethink their approach to marketing and organizational collaboration.
Jesse’s experience in the upper levels of content marketing positions at a wide variety of companies, from big to small, has provided him with unique insight into how these changes are affecting the industry. He has experienced the evolving CMO first-hand, created departments that draw on the multi-disciplinary strengths of his employees, and mapped the origin of content throughout organizations.
He has distilled all of this experience into a concise approach to management—from team building to board relations—that drives both content volume and velocity.

In This Episode

  • Why the diversifying abilities of marketing professionals means a shift in the background and focus of CMOs
  • How good organizational structure leads to high velocity content
  • Why strategy means ruthless prioritization in a multi-functional environment
  • The rise and fall of brand journalism
  • How collaboration between marketing operations, analytics, and sales leads to a decrease in departmental contention

 

Quotes From This Episode

“If you’re already thinking of your content marketing role as dedicated to a single goal within your funnel, then you’ve already misunderstood what content marketing should really be.” —@noyesjesse
“We need to map our strategies throughout the buyer journey as we get someone from A to B.” —@randyfrisch
“A lot of people talk about the volume piece, but they don’t think about the velocity piece and that’s what a good process between sales and marketing does. It helps not only draw in the buyers, it helps accelerate the cycles that move the buyer more quickly.” —@noyesjesse
“Instead of trying to introduce new concepts at each stage which slows you down, you’re telling the same story in a more detailed way as the prospect moves through that cycle.” —@noyesjesse
“We’re moving so fast and thinking in such silos that we don’t get together to have that coherent narrative.” —@noyesjesse
We can’t address every topic that our buyer might ever have in a quarter.” —@noyesjesse
“The fact that they produce content is almost a by-product of their role rather than the center of their role.” —@noyesjesse
“If you want to be in that CMO role, you need to understand how all the puzzle pieces come together.” —@noyesjesse

Resources

 

What did you want to be when you grew up?

Initially Jesse had big and tall dreams of joining the NBA. Once he came to accept the reality of his draft prospects as a 5’7″ player, he switched gears and became interested in the art of storytelling. He had always been a history buff and moved in any direction that got him into a position of telling stories. That led to journalism which eventually brought him to telling stories through content marketing.

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