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
Planning content for multiple verticals with Jennifer Harris of MindStream Analytics
In this episode of "Content Head," host Joe Michalowski welcomes Jennifer Harris, Director of Marketing at MindStream Analytics, as the first guest. The discussion dives into the challenges and strategies of creating content for multiple verticals. Jennifer shares her approach of prioritizing evergreen content while also addressing immediate trends and needs from various industries. She emphasizes the importance of listening to customer feedback to develop relevant content and highlights the dual strategy of producing webinars, blog posts, and case studies that cater to both short-term demands and long-lasting knowledge resources.
Jennifer elaborates on the role of evergreen content in building a repository of valuable information that remains relevant over time. She discusses how webinars, in particular, generate content that continues to attract viewers long after the live event. By creating CPE-certified webinars, Jennifer’s team ensures that their content not only educates but also provides professional value to their audience. This strategy, combined with detailed webinar descriptions and clear agendas, helps maintain high engagement and trust with their viewers.
Joe and Jennifer also explore the intricacies of managing a content strategy across multiple verticals, each with unique needs and audiences. Jennifer shares insights into how her team stays agile, adjusting strategies based on real-time feedback from customers and market trends. By leveraging internal subject matter experts and incentivizing their contributions, Jennifer effectively manages the diverse content demands, ensuring that the marketing efforts are closely aligned with the overall business goals.