Content, Briefly

Tracey Wallace, Director of Content Strategy at Klaviyo, joins Jimmy to share insights on Klaviyo's content team operations, including their work structure, KPI reporting, and tech stack.

Klaviyo is a SaaS company that offers email and SMS marketing as well as customer data to the ecommerce industry. Tracey explains how CDPs are becoming increasingly popular among businesses that need to collect first and zero party data in order to improve their marketing, targeting, and lead scoring.

Their customers range from hobbyists to large direct-to-consumer platforms, with a customer base primarily made up of small businesses and mid-market companies. The discussion highlights the importance of CDPs and their role in personalizing websites, emails, SMS messages, and even retargeting.

If you're interested in learning more about Klaviyo or Tracey's insights, visit Klaviyo.com or connect with Tracey on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com.

Content, Briefly is brought to you by Superpath - content marketing's best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

On episode #15, Jimmy speaks with Stuart Balcombe from Arrows. They discuss:

Why Arrows doesn't have or want a content calendar
- The importance of platform-native content
- Why Arrows puts an "unsubscribe" link at the top of every newsletter

👉 You can follow Stuart Balcombe on LinkedIn here: https://www.linkedin.com/in/stuartbalcombe/

👉 You can learn more about Arrows here: https://arrows.to/

In this episode of Content, Briefly, Jimmy interviews Kameron Jenkins, content lead at Shopify. They discuss the operations of Shopify's content marketing team and the different types of content that they produce for their target audience.

Shopify is a complete commerce platform that allows businesses to create and customize an online store, manage products, inventory, payments, shipping, and even brick-and-mortar locations and pop-up shops.

Kameron talks about the size and structure of her team within Shopify and how they collaborate with the sales team to develop content for point-of-sale customers. She also explains her role in metrics and reporting and the complexities of global expansion and content strategy for a large company with multiple products and markets. This includes navigating local rules and cultures, central content teams versus dedicated local teams, and balancing translating flagship content with creating new content for specific markets.

To learn more about Shopify, visit their website at shopify.com. For additional insights, feel free to connect with Kameron Jenkins on LinkedIn.

This episode is sponsored by Writer. Writer is the only AI writing platform that can be trained on your own best-performing content and brand guidelines. It’s your own AI, specifically tuned for your team’s unique use cases. To sign up, visit Writer.com. Content, Briefly is brought to you by Superpath - content marketing’s best place to network, learn and grow your skills. Come for the connections, stay for the camaraderie.

Tina Donati, Content and Partner Marketing Lead at Alloy, joins Jimmy to discuss how Alloy's content team operates. They explore Alloy's strategy and organizational structure, providing an in-depth look into how the team works smoothly and efficiently. Alloy is an integration and automation platform for e-commerce that connects hundreds of apps and platforms, making it easy to access all of your data in one place.

During the discussion, Tina offers a comprehensive overview of Alloy, its customers, and the structure of her team. She shares her career journey and highlights the importance of communication and collaboration in the workplace. Tina also talks about the tools her team uses for asynchronous communication and marketing needs and provides an inside look at their content publishing schedule and types of content they produce.

If you're interested in learning more about Alloy and Tina's insights, visit runalloy.com or connect with her on LinkedIn.

This episode is sponsored by Campfire Labs, a story-driven content marketing agency that helps you build brand awareness, connect with customers, and create demand for your product. To learn more about how clients like Dropbox, Notion, Clearbit, Asana, Freshworks, and more household names are growing with Campfire Labs, visit campfirelabs.co

In this episode of Content Briefly, we’ve interviewed Ben Bradbury, GM of Audio/Video & Production at Workweek, and discussed Workweek's talent-first approach to B2B content, why empowering your writers and creators is so important, how to repurpose content for maximum impact, and more.

This episode is brought to you by our friends at Verblio (https://www.verblio.com/) — contact [email protected].

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Timestamps:

00:00 Intro

02:40 Who is Ben Bradbury?

03:01 Ben’s background.

05:43 How does Workweek work?

09:04 Talent-first approach of Workweek.

11:59 Is it easier to launch a podcast or a newsletter?

14:18 Does Workweek have a studio business?

17:00 Building a community with creators.

21:18 Getting a good understanding of SaaS by building audience-first content.

22:32 Different types of content at Workweek.

27:02 Direct and in-direct monetization at Workweek.

28:05 Ben’s thoughts on virtual events.

32:59 Subject-matter expertise for content.

35:43 Different mediums require different skill sets.

42:48 How to repurpose content for maximum impact.

46:45 Time spent on content creation vs. content repurposing.

48:26 Knowledge sharing at Workweek.

51:36 Building personalities and content differentiation.

53:10 Learn more about Ben and Workweek and get in touch.

55:23 Outro

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Useful Links:

Website: https://workweek.com/

Ben on LinkedIn: https://www.linkedin.com/in/benbradbury/

Subject Matter Podcast: https://workweek.com/show/subject-matter/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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