#46 | Emily Triplett Lentz | Behind the Content at Basecamp, Help Scout, and Calendly

04/03/24 • 47 min

This week, I sit down with a friend and and someone whose work I've long admired––Emily Triplett Lentz. Emily has one of the most prolific and legendary resumes in content marketing, working for brands like Basecamp, Help Scout, Loom, and currently, Calendly.

Things discussed in this episode:

Community plays a crucial role in content marketing as it helps build trust and loyalty among target audiences.
Basecamp's non-traditional approach to content, driven by strong opinions and clarity in messaging, contributed to its success and loyal following.
Synthesizing information from various sources and incorporating different perspectives can lead to more impactful and insightful content.
Embrace cultural conversations surrounding your brand and educate your audience to shape the narrative.
Leverage your audience's voice to amplify your brand message.
Content is the fuel for important campaigns and initiatives.
Consider the unique characteristics and needs of your company when developing content strategies.

Timestamps

(00:00) - Introduction
(03:32) - The Impact of Content Brands
(05:23) - The Importance of Personal Use Case
(07:11) - Content at Basecamp: Non-traditional Approach
(08:40) - Content at Help Scout: Investing in Community
(11:31) - Content at Basecamp: Freedom and Input
(13:58) - The Power of Contrarian Content
(17:17) - Content at Basecamp: Clarity and Opinion
(21:28) - Content at Help Scout: Learning and Growth
(23:18) - Content as Brand
(24:17) - Engaging and Elevating a Community
(24:17) - Building a Passionate and Influential Customer Base
(30:02) - Engaging in Cultural Conversations
(36:20) - Leveraging Product Virality
(40:16) - Strategic Content Efforts for Limited Resources

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.

Things discussed in this episode:

Community plays a crucial role in content marketing as it helps build trust and loyalty among target audiences.
Basecamp's non-traditional approach to content, driven by strong opinions and clarity in messaging, contributed to its success and loyal following.
Synthesizing information from various sources and incorporating different perspectives can lead to more impactful and insightful content.
Embrace cultural conversations surrounding your brand and educate your audience to shape the narrative.
Leverage your audience's voice to amplify your brand message.
Content is the fuel for important campaigns and initiatives.
Consider the unique characteristics and needs of your company when developing content strategies.

Timestamps

(00:00) - Introduction
(03:32) - The Impact of Content Brands
(05:23) - The Importance of Personal Use Case
(07:11) - Content at Basecamp: Non-traditional Approach
(08:40) - Content at Help Scout: Investing in Community
(11:31) - Content at Basecamp: Freedom and Input
(13:58) - The Power of Contrarian Content
(17:17) - Content at Basecamp: Clarity and Opinion
(21:28) - Content at Help Scout: Learning and Growth
(23:18) - Content as Brand
(24:17) - Engaging and Elevating a Community
(24:17) - Building a Passionate and Influential Customer Base
(30:02) - Engaging in Cultural Conversations
(36:20) - Leveraging Product Virality
(40:16) - Strategic Content Efforts for Limited Resources

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.

Previous Episode

#45 | Chris Savage | Content Is the Product

This week, John sits down with Chris Savage, co-founder and CEO at Wistia. The team at Wistia has always approached content differently than most other companies. They host, and film, parades. They buy and refurbish old station wagons. They record original music. All for the content. In this episode, John geeks out with Chris to learn all about the how and why behind Wistia's unique flavor of content over the last 17 years.

Discussed in this episode:

Creativity and quality are essential in content creation to capture audience attention and build trust.
Human connection and trust are crucial in content marketing and brands should focus on building relationships with their audience.
Treating content like a product and investing in its quality and research can lead to audience trust and loyalty.
Providing a good experience for non-ready customers can help grow the audience and build trust for future conversions.
(00:00) - Introduction
(02:59) - The Power of Details and Originality
(03:55) - The Role of Music in Branding
(05:50) - Recognizing and Nurturing Talent
(07:14) - The Significance of Attention to Detail
(08:12) - The Impact of Presentation and Branding
(09:11) - The Importance of Getting the Details Right
(10:05) - The Value of Small Details in Content
(10:58) - The Evolution of Music in Wistia
(11:54) - The Connection Between Product and Brand
(13:14) - The Impact of Branding on Content
(14:36) - The Power of Creative and Risk-Taking
(16:00) - The Balance Between Quantity and Quality
(19:21) - The Value of Failure and Iteration
(21:20) - The Perception of Audience Size
(22:19) - Investing in Presentation and Brand
(23:14) - The Impact of Tone and Feeling
(25:08) - The Power of Authenticity and Creativity
(26:35) - The Connection Between People and Brand
(27:30) - The Importance of Trust and Guidance
(27:59) - The Power of Creativity and Quality
(28:58) - Building Trust through Content
(29:54) - Delivering Value and Building Trust
(30:24) - The Importance of Human Connection
(31:53) - Creating an Audience of Trust
(32:50) - Treating Content like a Product
(34:14) - Providing a Good Experience for Non-Ready Customers
(35:12) - The Role of Faces in Building Trust
(36:10) - The Importance of People in the Brand
(37:07) - The Rise of the Creator-Led Economy
(38:05) - Maintaining Content Values as the Team Grows
(39:34) - The Success of the Brandwagon Series
(40:29) - The Concept and Execution of One, Ten, One Hundred

***
Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.

Next Episode

#47 | Ross Simmonds | The Long Game of Content Marketing

This week, John sits down with content legend Ross Simmonds. Ross is the founder and CEO of Foundational Marketing, an agency focused on distribution, as well as the (new!) author of "Create Once, Distribute Forever."

Discussed in this episode:

Leading with value is crucial in content marketing to avoid being banned or blocked from platforms.
Content creators should prioritize distribution to reach a larger audience and maximize the impact of their work.
Content has the potential to live beyond the creator and inspire future generations.
Repurposing and updating existing content can be an effective strategy for book writing and content creation.
Distribution channels like Facebook groups and Twitter chats have evolved over time and require continuous adaptation.
Understanding the power of distribution can lead to life-changing opportunities and the ability to make a global impact. Provide value on native platforms and view content distribution as a long-term game of touch points and connection.
Test ideas and concepts to see if they resonate with the audience and have content market fit.
Creating high-quality content that educates, engages, entertains, or empowers is key.
Be strategic and creative in repurposing and sharing content across different channels.

***
Thanks to my friends at hatch.fm for producing this episode, the promotional clips, and handling the overall production of Louder Than Words.

Riverside is offering a 15% discount to Louder Than Words listeners. Just visit riverside.fm and use the code LOUDER during checkout to lock in your discount.