---
title: "Managing a Content Program During a Company Pivot, the Evolution of B2B Content Marketing, and Executive Communication with Jenny Thai"
id: "3243"
type: "post"
slug: "jenny-thai-vanta"
published_at: "2023-07-21T12:05:00+00:00"
modified_at: "2023-07-21T12:08:02+00:00"
url: "https://beomniscient.com/blog/jenny-thai-vanta/"
markdown_url: "https://beomniscient.com/blog/jenny-thai-vanta.md"
excerpt: "In this episode, Jenny Thai, Head of Content at Vanta,..."
taxonomy_category:
  - "Podcast"
---

In this episode, [Jenny Thai](https://www.linkedin.com/in/jennythai103/)
, Head of Content at [Vanta](https://vanta.com/?utm_medium=social)
, discusses the evolution of content marketing over the past decade. She covers topics such as the shift from blogging to demand-generation tactics, the rise of video content, and the current trend of community-driven content and also explores the idea of building a media company within the B2B space and the challenges that come with it.

Jenny shares insights on being adaptable and nimble in a company’s growth stages, prioritization, streamlining processes, and aligning content strategy with overall corporate and marketing strategies.

The episode concludes with a discussion on thought leadership and the evolving role of a content marketer.

## **Topics**

- The Evolution of Content Marketing
- Content Overload and Credibility Concerns
- Building a Media Company as a B2B Marketing Team
- Streamline Processes for Efficiency
- Building Content Strategy from Scratch
- Thought Leadership vs. SEO Content
- Building a Clear Content Strategy
- Creating a Strategy Deck
- The Role of a Content Marketer
- The Importance of Execution in Strategy

## Show Links

- Visit [Vanta](https://vanta.com/?utm_medium=social)
- Connect with Jenny Thai on [LinkedIn](https://www.linkedin.com/in/jennythai103/)
- Connect with David Khim on [LinkedIn](https://www.linkedin.com/in/davidlykhim) and [Twitter](https://twitter.com/davidlykhim?lang=en)
- Connect with Omniscient Digital on [LinkedIn](https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company) or [Twitter](https://twitter.com/beomniscient_)

## Listen to the podcast:

## Key Takeaways:

**[00:06:45] The Evolution of Content Marketing**

Highlights the changes in content marketing from the mid-2000s to the late 2010s, including the blogging era, demand gen tactics, and the rise of brand journalism.

**[00:08:50] Content Overload and Credibility Concerns**

Addresses the overwhelming amount of content available and the challenge of determining what is credible and useful, leading to the rise of community-driven content and private communities for sharing information and ideas.

**[00:12:17] Building a Media Company as a B2B Marketing Team**

Exploration of the pitfalls and considerations of building a media company within a B2B SaaS company.

**[00:21:49] Streamline Processes for Efficiency**

Nailing down repetitive processes and making them efficient to streamline content production and scale across different markets.

**[00:30:11] Building Content Strategy from Scratch**

Discussion on how to build a content strategy from scratch, including aligning it with the go-to-market motion and business goals.

**[00:35:11] Thought Leadership vs. SEO Content**

Exploration of the differences between thought leadership and SEO content, emphasizing the need for valuable content that reaches the target audience.

**[00:40:09] Building a Clear Content Strategy**

Exploration of the initial onboarding process and the importance of developing a clear content strategy before producing content.

**[00:41:20] Creating a Strategy Deck**

Insights into the structure and content of a strategy deck, including the why, who, what, where, when, and how of content strategy.

**[00:46:47] The Role of a Content Marketer**

Discuss the evolving role of a content marketer, emphasizing the importance of strategic thinking and operational skills.

**[00:50:53] The Importance of Execution in Strategy**

Highlights the underrated value of execution in strategy, emphasizing the need to make things happen rather than just creating a nice-looking plan.

## Get the Field Notes

Weekly learnings from working on B2B content & SEO for dozens of companies.