The Death of a Salesman16 Jun 2021

Cooking up good content

In this episode, I am joined by Joe Barron, content manager at Cognism

Joe caught my attention after I read one of his blogs titled - "Cognism's recipe for creating content worth $88,270 in annual revenue"

This is the perrenial challenge of any content marketing role for sales, prove to me this is working.

In Joe's blog, he builds on these themes :

"Proving that content is not only worthy of being a powerful lead gen machine in its own right, but also delivers strong ROI.

Budgets are tight, teams are small, and there’s the pressure to generate results - in a B2B marketing discipline that often takes time to bear fruit.

So, how do you do it?

Start by tracking the important things.

Things like:

Unique blog views.
Google rankings.
Content SQOs.
Content closed-won deals.

Then you’ll be able to show how content is a key player in the sales, marketing, and wider business function."

Joe takes us through his journey thus far with Cognism, from when he first joined to where the team is today.

Key points we discuss :

Marketing carrying a revenue quota, how does that work?
How, he and his marketing colleagues join his sales colleagues for a day of cold calling, why?
How you can build your content strategy towards one major piece of lead-generating content.
The importance of data, which data and how to track and use the data.

Joe's full blog can be found here

You can learn more about Cognism here

Follow Joe on LinkedIn

As always, thank you for tuning in and listening, don't forget to subscribe and follow!

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