What matters to marketers more than content? Executive buy-in and a strategic content program – the two magic ingredients for driving growth.
Something Consultant and Ten Speed Co-Founder and CEO, Nate Turner understands more than others.
About Nate Turner
Nate Turner is the Co-Founder and CEO at Ten Speed. Ten Speed helps software-as-a-service (SaaS) companies create, capture, and convert demand by maximizing the value of content. Doubling as a Consultant in the last decade, he’s helped to scale Sprout Social from $100,000 to $100 million in annual recurring revenue (ARR) with an initial public offering (IPO). He’s also held fractional leadership roles with companies such as Help Scout, Zylo, Popular Pays, and Hologram.
The TLDR
How do you develop and execute a content strategy that drives growth? Nate Turner, Co-Founder and CEO of Ten Speed, has an answer that might surprise you.
A common denominator among companies that really grow their content programs and succeed actually has nothing to do with the content,” he says. “It’s that the CEO bought in.”
Nate Turner, CEO of TenSpeed on Supercharge Marketing Podcast
By aligning content marketing strategies with an executive mindset, marketers can avoid the work of constant pitching and trying to sell your CEO on an idea. Even if you have an awesome product, a lack of alignment kills great opportunities. It can look like a non-marketing problem, but it still affects marketing.
Nate Turner also thinks to increase buy-in, you must understand your target audience: Build for what your ideal customer needs, and you’ll ultimately gain trust and brand affinity which lead to real business results. Clear pathways and big thinking will get any good CEO on board.
By getting to know CEOs over the years, Nate understands the executive mindset. Nate’s worked as a growth advisor with a view to optimizing content strategy. Nate shares his SEO strategies for B2B marketers and how to best utilize content for successful growth marketing.
What will you learn:
- How to understand the executive mindset
- How decaying content is detrimental to your brand
- How to purposefully repurpose and correctly
- Why doing more with less means understanding strategy and revenue
Why should you care?
- To repurpose content, use the right tools — but recognize the crucial human input
- Engaging on platforms allows you to understand what resonates
- The more content you have, the more detrimental content decay can be
- To increase buy-in, understand your target audience to gain trust and results
This episode of the Supercharge Marketing podcast is available to listen to on all main streaming platforms including Spotify, Apple Podcasts, Google Podcasts, Amazon Music and more. Listen here.
Enjoyed this conversation? New episode every 4 weeks!
Follow Lumen5 on LinkedIn for future updates or subscribe with the form below:
