Content That Grows

Hosted by Ten Speed

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Sep 2024

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About the show

Welcome to the Content That Grows podcast by Ten Speed, where we discuss the strategies and tactics that make the top content marketing programs successful. Here you’ll find interviews with our experienced team members and various in-house content leaders aimed at providing you with the most relevant advice in marketing, today.

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25 recent

September 17, 202435 min

Simplifying Content Distribution

In this episode, Nate and Ryan discuss simplifying content distribution. They highlight the common reasons why companies struggle with distribution, such as lack of bandwidth, fear of not having the expertise, and overcomplicating the process. They emphasize the importance of having a schedule and incorporating distribution into the content creation process. They also suggest starting with one channel and gradually expanding, repurposing content, and measuring success through diverse metrics. 02:19 The Power of Repurposing Content 04:19 Starting with What You're Good At 08:03 Simplifying Distribution for More Reach 19:12 Having Content for the Next Question 24:17 Balancing Quality and Risk in Distribution 29:41 Measuring Success Across Channels 33:57 Moving Between Owned and External Channels

August 27, 202431 min

The Importance of the Relationship Between Product and Marketing Teams at a PLG Company

In this episode, Nate Turner and Darren Chait discuss the power of a strong relationship between product and marketing in product-led growth (PLG) companies. They highlight the importance of continuous integration between product and marketing teams throughout the growth journey and explore the role of the website in PLG companies and the need for personalized content based on user personas and journey stages. The conversation touches on the impact of a strong brand on content strategy and the challenges of re-educating users about the full capabilities of a well-known product.

August 7, 202429 min

Stuck Between Influencers and Reality

In this episode, Nate and Ryan discuss the challenges of navigating between the advice given by influencers and the reality of working in-house. They explore the need to discern between valuable advice and unrealistic expectations, as well as the importance of balancing done versus perfect. They also provide practical tips for dealing with the influx of advice, such as unfollowing absolutists, saving ideas for future reference, and getting buy-in for new ideas. 03:02 The Challenge of Balancing Advice and Reality 07:06 Navigating the Noise: Ignoring Absolutists 09:57 Getting Buy-In for New Ideas: Setting Expectations 21:03 Getting Buy-In for New Ideas: Finding Allies 24:09 Testing and Revisiting Ideas: Adapting to Change

July 23, 202427 min

Multi-Media Storytelling and Persona-Based Content Creation

In this episode, Nate Turner interviews Michael Goldberg, Director of Content Strategy at Freshworks, about multimedia storytelling and creating content for specific segments and personas. Michael emphasizes the importance of understanding the audience and their needs when creating content. He shares his experience in tailoring content for different audiences, such as marketers, data scientists, and engineers. Michael advises building strong relationships with product and sales teams to gain insights and create targeted content. 09:14 Focusing on the Outcome, Not the Features 13:59 Practical Tips for Getting Started with Multimedia Storytelling 26:32 The Shift to Being a Content Producer

July 9, 202421 min

What Content Decay Looks Like in 2024

In this episode, Nate and Kevin discuss the concept of content decay and how it has evolved in 2024. They highlight the factors that contribute to content decay, explore the impact of AI overviews on content decay, and provide insights on how to properly address and fix content decay. 04:13 Old Factors and New Factors 10:59 Addressing Content Decay 14:55 Optimizing for SERP Features 28:35 Differentiating Content for a Better User Experience

June 25, 202440 min

How to Create and Distribute Data Reports

Note: Unfortunately, the audio quality of this episode is poor. The discussion and insights from Kevin are valuable and worth a listen, or reading of the transcript, so we hope you can get past the low-quality audio and still take something away from it. In this episode, Nate Turner and Kevin McLaughlin discuss Kevin's experience creating and distributing data reports for Bluevine. The report, called the Business Owner Success Survey (BOSS), focused on small business success and included insights on market sentiment, spending habits, and decision-making. The report was distributed through various channels, including email, social media, and a drip marketing campaign. The format of the report was initially interactive, but there are plans to create a static PDF version as well.

June 18, 202431 min

How to Establish an Editorial Process That Gets Consistent Results

In this episode, Nate and Ryan discuss how to establish an editorial process that gets consistent results. They emphasize the importance of focusing on the post-writing phase of content creation and highlight the need for processes and systems to scale up content production. They also discuss the importance of involving the right stakeholders at the right times and creating a single source of truth for consistent content. 06:03 Flexibility and Bend-Don't-Break Processes 10:57 Conceptual Edits before Line Edits 15:24 Creating a Single Source of Truth 29:05 Planning Ahead and Building a Buffer

June 4, 202434 min

7 Most Common Technical SEO Issues

In this episode, Nate and Kevin discuss the seven most common technical SEO issues. They cover topics such as website speed, mobile-friendliness, indexation issues, site structure, schema markup, and duplicate content. They also touch on three less common issues: improper localization, reverse proxy, and legacy scripts. 0:57 Website is too slow 4:52 Website is not mobile friendly 8:03 Indexation issues 12:10 Site structure 15:24 Internal linking 19:15 Schema markup 21:08 Duplicate/similar content 24:30 Three Honorable Mention Issues

May 28, 202433 min

Content Strategy for SMB vs Mid-Market and Enterprise

In this conversation, Nate and Ben discuss the differences in content strategy between SMB and mid-market/enterprise companies. Ben shares his experience transitioning from a VP of Marketing role to a Director of Content Marketing role and the decision to focus on content leadership. They explore the challenges of targeting mid-market and enterprise companies, such as the higher cost of the product and the need to convince the C-suite. Ben emphasizes the importance of community and expert-driven content, as well as the need for multiple pathways to convert website visitors. 07:02 Differences in Content Strategy: SMB vs. Mid-Market/Enterprise 14:12 Multiple Pathways to Conversion: Engaging Website Visitors 27:41 Finding Connectors and Guides: Navigating the New Market Segment

May 20, 202431 min

What Is Authority Content and Why Do You Need It?

In this episode, Nate and Ryan discuss the concept of authority content and its importance in content marketing strategies. They define authority content as content that drives brand authority, influences a specific audience, and contributes to an industry or community. They emphasize that authority content is different from SEO content, which is designed to drive traffic and conversions from organic search. 04:53 Elements of Good Authority Content09:48 The Importance of Having a Strong Belief and Perspective24:34 Exploring Distribution Channels for Authority Content