In this episode, Jenny Thai, Head of Content at Vanta, discusses the evolution of content marketing over the past decade. Jenny shares insights on being adaptable and nimble in a company's growth stages, prioritization, streamlining processes, and aligning content strategy with overall corporate and marketing strategies.
In this episode, Jenny Thai, Head of Content at Vanta, discusses the evolution of content marketing over the past decade. She covers topics such as the shift from blogging to demand-generation tactics, the rise of video content, and the current trend of community-driven content and also explores the idea of building a media company within the B2B space and the challenges that come with it.
Jenny shares insights on being adaptable and nimble in a company's growth stages, prioritization, streamlining processes, and aligning content strategy with overall corporate and marketing strategies.
The episode concludes with a discussion on thought leadership and the evolving role of a content marketer.
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Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
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Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
[00:06:45] The Evolution of Content Marketing
Highlights the changes in content marketing from the mid-2000s to the late 2010s, including the blogging era, demand gen tactics, and the rise of brand journalism.
[00:08:50] Content Overload and Credibility Concerns
Addresses the overwhelming amount of content available and the challenge of determining what is credible and useful, leading to the rise of community-driven content and private communities for sharing information and ideas.
[00:12:17] Building a Media Company as a B2B Marketing Team
Exploration of the pitfalls and considerations of building a media company within a B2B SaaS company.
[00:21:49] Streamline Processes for Efficiency
Nailing down repetitive processes and making them efficient to streamline content production and scale across different markets.
[00:30:11] Building Content Strategy from Scratch
Discussion on how to build a content strategy from scratch, including aligning it with the go-to-market motion and business goals.
[00:35:11] Thought Leadership vs. SEO Content
Exploration of the differences between thought leadership and SEO content, emphasizing the need for valuable content that reaches the target audience.
[00:40:09] Building a Clear Content Strategy
Exploration of the initial onboarding process and the importance of developing a clear content strategy before producing content.
[00:41:20] Creating a Strategy Deck
Insights into the structure and content of a strategy deck, including the why, who, what, where, when, and how of content strategy.
[00:46:47] The Role of a Content Marketer
Discuss the evolving role of a content marketer, emphasizing the importance of strategic thinking and operational skills.
[00:50:53] The Importance of Execution in Strategy
Highlights the underrated value of execution in strategy, emphasizing the need to make things happen rather than just creating a nice-looking plan.