#172: Content Strategy | Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close

B2B Marketing with Dave Gerhardt

Dave sits down with Chelsea Castle, Head of Content and Brand at Close. Chelsea talks about her experience in B2B SaaS and shares how to build impactful content that resonates with your audience.

Chelsea and Dave cover:

• How leveraging internal and cross-functional knowledge can create a content goldmine
• Why it is important to repurpose podcast episodes, webinars, and other media into multiple forms of content to maximize their value
• Strategies for integrating SEO with authentic, valuable content that resonates with your audience, beyond just ranking for keywords

Timestamps

• (00:00) - - Intro to Chelsea
• (06:51) - - LinkedIn for B2B
• (13:55) - - Chelsea’s Experience at Chili Piper
• (18:00) - - Improving Content for Podcasts
• (21:16) - - How to Maximize Search Impact
• (22:05) - - Driving Website Traffic Through Brand Content Strategy
• (28:17) - - Merging Brand and Keyword-Driven Content
• (32:53) - - Aligning Brand and Content Strategy with Your Goals
• (35:00) - - New Content Channels for B2B
• (39:04) - - How to Measure Content Engagement
• (42:40) - - Skyscraper SEO Content Strategy
• (43:49) - - How to Grow Using Gated Content
• (50:48) - - How to Craft a Brand Strategy

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