A look at the future of content marketing

Lindsey Tjepkema is a fifteen year veteran of B2B marketing and has watched the growth of content marketing during that time. Based on her experience working with several companies, she found content marketing to be a very manual and time-consuming process with no way to measure her performance. She decided she wanted to “be the change she wanted to see” and that’s where the idea for Casted was born.

I first wrote about Casted in October 2019 when the B2B podcasting platform was previewed to the market. At the time, it was nice to see a podcasting solution available that met the needs of B2B companies that wanted to create podcasts as part of their content marketing strategy.

A year and a half later, I spoke with CEO Tjepkema about her desire to create the platform, its evolution and its direction.

Cast yesterday and today

Casted started with audio content and provided marketers and sellers with ways to use that content to share it with audiences and potential customers by sharing the podcast, transcripts, and clips (both textual and sound). The platform provided a show page and individual episode pages. It also offered metrics that helped marketers understand how their content was performing.

Since then, Casted has introduced support for video content, including everything from podcasts and video shows, webinars, and virtual live events. Users can create audio and video grams from the longer form content. All content is transcribed by humans.

The transcripts are all searchable, which does two things. First, there is an SEO benefit for the business because people can find the content when searching on Google. And second, marketers and sellers can search their Casted content to find relevant content for marketing activities and other campaigns, for sales enablement, customer support, and more. Above all, the content is not hidden inside the Casted platform.

The platform has also improved metrics and KPIs that show engagement and how content influences revenue and feeds the pipeline.

The future of content marketing starts with audio and video

The way marketing works in many businesses today is that we start with blogs, websites, and other written content assets. We decide what to write by planning SEO and conversion. At the same time, some companies are testing audio and video content that audiences want.

It’s important to recognize something at this point – there are plenty of great content marketers out there, but they’re not necessarily experts in the field they’re working in. This makes it difficult to create quality content without the help of inside and outside experts. the company. So the answer is obviously to have conversations with these experts. And if you’re going to have those conversations, why not record them and build your content marketing around them? Tjepkema says:

I’ve been that person, I’ve led this team where you’re selling something really complex, and you’re trying to get inside the heads of subject matter experts internally and externally. You get out ghostwriting on their behalf in a way that will outpace the competition at a speed that is breakneck pace. It’s broken. And then, in the spare time you don’t have, go create rich content too. It has become content that serves algorithms to the public. And it’s upside down.

According to Tjepkema, we need to turn our content marketing approach on its side. What we need to do, she says, is start with a conversation and use that conversation as fuel for everything else. This conversation-driven approach is what Tjepkema and Casted call amplified marketing:

Amplified marketing is the next generation of business marketing that focuses on putting interviews and expert conversations at the center of your content strategy, then amplifying those voices in your strategies. marketing and sales.

Amplified marketing starts with a conversation created through audio and video content. It then takes that content and amplifies it across multiple channels in different formats: social media content, blogs, white papers and ebooks, audio and video clips, email content, sales content, and so much more. Tjepkema explains:

When you start the conversation and use it as source content to feed everything else, it makes your team more effective. It makes your content more effective and makes your whole strategy more engaging.

It also relieves the pressure on your content team to be expert in your business, relying instead on the subject matter expertise of employees, customers and influencers to help you share the information your audience and your customers want and need.

my catch

Casted is doing something right. It lists major brands like Drift, Salesforce, Paypal, and HubSpot as customers. It integrates with a number of key marketing solutions, including WordPress, Drift, HubSpot, and several marketing automation platforms. It also recently completed a $7 million Series A funding and. Tjepkema plans to expand its team and marketing, as well as implement product improvements.

I totally agree with leveraging the knowledge of subject matter experts to create the right content in a content marketing program. And yes, if you are going to interview these people and record the conversations, then why not make a podcast or a video show of it?

Plan it right, including doing your market research and SEO research to find out what those conversations need to be around. Create the audio and visual content that will inform, engage and, in some cases, help drive conversions.