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Podcast

Managing a Content Program During a Company Pivot, the Evolution of B2B Content Marketing, and Executive Communication with Jenny Thai

Managing a Content Program During a Company Pivot, the Evolution of B2B Content Marketing, and Executive Communication with Jenny Thai

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.

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 

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.


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David Khim

David is co-founder and CEO of Omniscient Digital. He previously served as head of growth at People.ai and Fishtown Analytics, and before that was growth product manager at HubSpot where he worked on new user acquisition initiatives to scale the product-led go-to-market.