In this episode of Growing with Content, host Victor Eduoh welcomes Yaag Ganesh to share the story behind how he built a challenger B2B content marketing that drove the growth of Avoma.

On this episode of Growing with Content, Rease Rios, Director of Content at Qase, shares how she transformed Webflow's typical Year in Review project into a community-driven content initiative that increased page traffic, engaged customers, and drove growth. You'll also learn how it led to her career bump and how she's currently executing content with that community focus at Qase.

In this episode host, Victor Eduoh, sits down with Obaid Durrani, Head of Brand & Content at HockeyStack, the B2B analytics and marketing attribution software. Obaid shares his journey from traditional content marketing to a deeper exploration of demand gen, offering insights into how he creates and distributes content that impacts pipeline. Join us as Obaid walks us through a detailed case study of his approach, uncovering the strategic thinking and methods behind combining brand, content, and social to drive pipeline and growth.

Geoff Roberts is the Co-Founder & CEO at Outseta. Previously, he was the Director of Marketing at Buildium. In this insights-packed episode, Geoff discusses his shift from SEO-focused content creation for revenue-driving keywords at Buildium to a more personalized storytelling approach at Outseta. At Buildium, content was geared towards ranking number one for specific keywords, yielding 40% of the company's revenue. In contrast, at Outseta, Geoff focused on sharing his entrepreneurial journey to connect with other founders, targeting a smaller but more engaged audience. He emphasizes the importance of authenticity and vulnerability in content creation, outlining his journey as a founder to resonate with the audience. Despite the longer timeline for content to impact customer acquisition at Outseta, Geoff highlights the role of unsolicited responses as an indicator of resonating content. Geoff's emphasis on personalized, authentic storytelling represents a shift from a search-focused approach to a more relatable content style in building a brand and engaging a niche audience. Tune in to learn how he's doing this today at Outseta.

In the episode host Victor Eduoh engages in an insightful conversation with Edward Ford, Demand Gen Director at Supermetrics. The episode delves into how Supermetrics uses publication content channels, like newsletters, to share product updates, events, and new content. Edward emphasizes the value of involving internal company members on the podcast and prioritizing content creation around key brand themes. He stresses the importance of customer research and balancing narrative content with product inclusion. The conversation touches on the role of measuring content impact on the sales pipeline and the significance of distributing content through strategic planning. Edward shares case studies and insights on involving C-suite executives in content creation, repurposing content, and integrating product promotion without being overly salesy. He also addresses the challenge of gaining executive buy-in for content strategy shifts. Edward's career journey and the role of content in Supermetrics' growth are also explored, from the use of blog content aligned with specific use case-related queries to the expansion into the "Marketing Intelligence Show" podcast. The episode provides valuable insights into Supermetrics' content strategy shift from library-based to incorporating more publication content, emphasizing the importance of a library and publication mindset in planning content strategies. It ultimately serves as a rich resource for B2B growth strategies through content.