GTM Confessions
Welcome to GTM Confessions. The show where we share what it takes to be a go-to-market (GTM) professional today…because it’s freaking hard and it’s far from the glamorous picture that social media often paints.
Each week, we’ll have a go-to-market professional on the show to share real examples of what’s worked and what’s failed spectacularly…the extreme highs of this career, the lowest of lows, and everything in between. Think of it as your weekly go-to-market therapy session…where you realize you’re not alone in trying to figure it all out.
GTM Confessions
Setting the Record Straight About Content Marketing
Blog posts. Ebooks. Webinars. Podcasts. And the list goes on and on. There are so many different ways to create content today and distribute it. Oftentimes, we tend to think of content marketing success as hitting the publish button on a new piece of content. The reality is that content marketing isn’t about publishing new content all the time. It’s about growing mindshare.
That’s why we’re talking with Jillian Hoefer, Senior Content Marketing Manager at UserEvidence. She’s so dedicated she is to creating different, memorable, and impactful content that she once got in a REAL dumpster for B2B content. Throughout her nearly 10-year career in content marketing, she's worked for brands in the tech and e-commerce spaces and helped them create content that not only earned mindshare, but drove demand. Some of her proudest career moments include hanging with Saxsquatch for a virtual event called "Break Sh*t", acting alongside a puppet, wearing the coveted Disney name tag, getting a cease and desist from Cards Against Humanity, and seeing the word "EVERYWHERE!" as someone's self-reported response for where they heard about us while booking a demo.
In this episode, Stephanie and Jillian talk about what she’s learned from a career in and out of tech, the value of original research, how content marketers should define success, and how to get content marketing a seat at the table.