In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discuss various topics related to marketing, content strategy, and user experience.
In this podcast episode, Kirsty Finlayson, the Director of Product Marketing and Content Marketing at Chameleon discusses various topics related to marketing, content strategy, and user experience.
Kirsty shares insights on the structure of the Chameleon marketing team, their SEO strategy, the importance of listening to customer calls, and the role of content in a product-led growth model.
She also shares her experience building the marketing function at Chameleon, making website optimizations through experiments, and the unique features and integrations offered by Chameleon's platform.
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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/
[00:05:16] The team structure
how the content and product marketing team at Chameleon is structured, including the roles and responsibilities of each team member
[00:08:07] Transitioning from SEO-focused content to problem-solving content
the shift in Chameleon's content strategy from focusing solely on SEO-driven topics to creating content that solves the audience's problems and addresses their needs
[00:10:37] Culture of no more fluff in content
the importance of getting everyone on board with the idea of creating content without any fluff or boredom
[00:15:19] The role of content in product-led growth
how content plays a role in inspiring and providing solutions to customers, as well as aligning content with upcoming product features
[00:21:40] The importance of foundational boring basic things
the significance of having foundational tactics in place before implementing new projects
[00:29:00] Optimizing and personalizing website content
exploration of using tools like Mutiny to optimize and personalize website content based on user data and preferences
[00:31:32] The website experiment
trying different website layouts and experiments to improve user experience and conversions
[00:34:02] The benchmark report
a conversation about the annual benchmark report produced by Chameleon, discussing user engagement tools and best practices
[00:42:05] Abstracting away features
the value of products that abstract away common features, using the example of the Command K feature in different products
[00:52:30] The trust thing and being a good manager
the importance of trust in managing a team and recommends a book that helped her understand how to be a good manager