In this episode, Jenny Thai, Head of Content at Vanta, 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.
- 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
- Visit Vanta
- Connect with Jenny Thai on LinkedIn
- Connect with David Khim on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
Listen to the podcast:
[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.