Last Updated on August 9, 2023
In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discusses various topics related to marketing, content strategy, and user experience.
Kirsty shares insights on the structure of the Chameleon marketing team, their SEO strategy, the importance of listening to customer calls, and the role of content in a product-led growth model.
She also shares her experience building the marketing function at Chameleon, making website optimizations through experiments, and the unique features and integrations offered by Chameleon’s platform.
Topics
- The team structure
- Transitioning from SEO-focused content to problem-solving content
- Culture of no more fluff in content
- The role of content in product-led growth
- The importance of foundational boring basic things
- Optimizing and personalizing website content
- The website experiment
- The benchmark report
- Abstracting away features
- The trust thing and being a good manager
Show Links
- Visit chameleon.io
- Connect with Kirsty Finlayson on LinkedIn and Twitter
- Connect with David Khim on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
Listen to the podcast:
Key Takeaways:
[00:05:16] The team structure
how the content and product marketing team at Chameleon is structured, including the roles and responsibilities of each team member
[00:08:07] Transitioning from SEO-focused content to problem-solving content
the shift in Chameleon’s content strategy from focusing solely on SEO-driven topics to creating content that solves the audience’s problems and addresses their needs
[00:10:37] Culture of no more fluff in content
the importance of getting everyone on board with the idea of creating content without any fluff or boredom
[00:15:19] The role of content in product-led growth
how content plays a role in inspiring and providing solutions to customers, as well as aligning content with upcoming product features
[00:21:40] The importance of foundational boring basic things
the significance of having foundational tactics in place before implementing new projects
[00:29:00] Optimizing and personalizing website content
exploration of using tools like Mutiny to optimize and personalize website content based on user data and preferences
[00:31:32] The website experiment
trying different website layouts and experiments to improve user experience and conversions
[00:34:02] The benchmark report
a conversation about the annual benchmark report produced by Chameleon, discussing user engagement tools and best practices
[00:42:05] Abstracting away features
the value of products that abstract away common features, using the example of the Command K feature in different products
[00:52:30] The trust thing and being a good manager
the importance of trust in managing a team and recommends a book that helped her understand how to be a good manager
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