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Building a Content and SEO Strategy for a PLG Company with Kirsty Finlayson

Building a Content and SEO Strategy for a PLG Company with Kirsty Finlayson

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 

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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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.