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
Building Resilient Content Plans
In this episode of Content Head, host Joe Michalowski discusses the challenges content marketers face amid layoffs, hiring freezes, and budget cuts. Joe emphasizes the importance of building resilient content plans that can withstand scrutiny from executives looking for direct ROI. The conversation dives into the frustrations of implementing diverse content strategies—such as blogs, SEO, podcasts, and webinars—only to see unsatisfactory results, and how executives often misjudge the efficacy of these tactics when budgets are tight.
Joe highlights the necessity of creating a cascading content strategy that leverages various channels for maximum efficiency and cost-effectiveness. By repurposing content and integrating efforts across blogs, podcasts, and webinars, marketers can demonstrate tangible ROI and justify their budgets. He shares practical insights from his experiences at Mosaic, showing how integrated strategies can defend against budget cuts by proving their indirect contributions to revenue generation.
Finally, Joe offers actionable advice for marketers to maintain qualitative metrics alongside quantitative data. He stresses the importance of continuously reporting the interconnected value of different content channels, fostering executive understanding of their holistic impact. This proactive approach ensures that when budget cut discussions arise, marketers are well-prepared to defend their strategies and demonstrate their comprehensive value to the company's bottom line.