Content Head
Content Head is a podcast for B2B marketing professionals on small teams, or at early-stage startups, who want to learn how to create a foundation of world-class content for their organizations. In each episode, Joe Michalowski shares his own experiences as a solo content marketer and pinpoints what it takes to get more done with less. Joe discusses bite-sized topics and provides both tactical and strategic ways to approach your own content strategy. Ultimately, the lessons learned will help you understand how to prioritize and optimize your team's investments in content.
Content Head
Navigating from Why to How: Involving Experts in Content
In this enlightening episode of "Content Head," host Joe Michalowski dives into the crucial shift from discussing the "why" to exploring the "how" of integrating subject matter experts into marketing content. Inspired by a LinkedIn post from Haris Spahic, Joe challenges the common stagnation in the why phase and pushes towards actionable strategies for content enhancement.
Joe introduces four distinct strategies for successfully involving experts, drawing on his extensive experience at New North and previous roles. He shares insights on leveraging founder networks, collaborating with sales and customer success teams, and the simple yet often overlooked tactic of directly asking potential guests to share their expertise. Each strategy is tailored to different organizational contexts, emphasizing practicality and accessibility.
The episode wraps up with Joe reinforcing the value of persistence and personalized outreach in building a successful content series. He stresses that genuine interest in guest expertise over their follower count or clout can significantly enrich content and resonate more deeply with audiences.