Content Pros: Increasing Sales by Decreasing Content

Content Pros: Increasing Sales by Decreasing Content

For this week’s episode, Tyler is joined by Hana Abaza, Head of Marketing at Shopify Plus, to discuss how business success changes the approach to content marketing. Check out the full podcast: To view this video please consider upgrading to a web browser that supports HTML5 Video Here are a few of our favorite moments: Where do you prioritize your efforts to align content with brand and demand? For example, when you look at the Shopify blog, it’s incredible the amount of content Shopify has generated and created over the year. They’ve got great everything. As we start to build up the Shopify Plus blog, one thing we want to keep in mind is we don’t want to duplicate the exact same thing, right? How do we get the sales team using the content so they can go out and build their own demand and fuel it? The thing that I’m constantly saying, I even said this at Uberflip, is that your content has to be organized in a way that’s easy not just for your visitors to find but for your sales team to find, right? One of the to-dos on our list is to work with our sales enablement team to figure out how do we internally communicate this content? How do we actually categorize this content in a way that makes sense for people, sales team and visitors, to find it? If you want to hear the full podcast, we’ve posted it above, and you can read a full transcript of this talk on Convince & Convert, where it was originally posted!

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Content Pros: Why a Waiter Should Be Your Next Content Pro

Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. For this week’s episode, Tyler is joined by Hana Abaza, Head of Marketing at Shopify Plus, to discuss how business success changes the approach to content marketing. Check out the full podcast:

Here are a few of our favorite moments:

Where do you prioritize your efforts to align content with brand and demand?

Listen, content is a two-pronged thing. Yes, it needs to support the brand’s story, but really, for us, this is the major priority. It’s a demand generator. It’s a lead generator. It’s something to attract people to your business. The way we’re looking at content now is number one, looking at this strategic shift that needs to happen and how we approach content.

Blog 2 - Hana Abaza - Shopify Plus - Uberflip - Vidyard

For example, when you look at the Shopify blog, it’s incredible the amount of content Shopify has generated and…

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