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Why Brand Building Matters in the Content Department

Authors: Jess Chris Moody
Posted Under: The Content Experience Show
Content Experience Show Logo
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

Chris Moody, Head of Global Content Marketing at Cheetah Digital, joins the Content Experience Show to discuss balancing lead gen with brand building.

Build the Brand

Is your content strategy centered around brand building or demand gen? According to Chris Moody of Cheetah Digital, the answer should be, “Both!”
As analytics have become more ingrained into every avenue of content marketing, the tendency for most content creators is to shift the focus towards generating leads. It is certainly easier to measure these effects, but as Chris Moody says, there’s no point in gathering leads if no one knows who you are.
No one is saying that lead gen is less important, but content for the purpose of brand building is just as crucial. By giving equal attention to both within your content department, you can gather leads with a firm branding foundation and ultimately help your sales team win.

In This Episode

  • How to set up a content department in an already established business.
  • How to balance brand building and lead gen within the content department.
  • Why branding and demand gen must work hand-in-hand.

Quotes From This Episode

“Politely say no to things that don’t matter while you create the important stories to tell for the brand.” — @cnmoody
“If you’re doing a good job, it should feel like you’re drowning a little bit because there’s so much to create.” — @cnmoody
You can have a great demand engine, but if no one knows who you are and they don't care, what's the point? Click To Tweet

Resources

Content Experience Lightning Round

If you started a podcast, what would it be about?
Growing up in Burlington, North Carolina, Chris became a huge fan of Duke basketball. He would enjoy doing a podcast about basketball and the ways that it ties into business!
See you next week!

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