Matt Wesson, Director of Content and Creative at SalesLoft, joins the Content Pros Podcast to discuss leveraging content throughout the buyer's journey to engage customers, convert leads, and grow to scale.

Special Thanks to Our Sponsors:

• Oracle Marketing Cloud
• Uberflip
• Convince & Convert: The Business of Story

In This Episode:

• Why great content means letting customers learn about your product without a salesperson involved
• How the evolution of content is leading to content that exists beyond the top of the funnel
• Why pooling together a diverse set of marketing ideas means breaking down internal silos
• How personalization and personas lead to customers that trust you and come back for more content

Quotes From This Episode

“Content marketing was really the first foray into trying to get a complete view of the customer journey and figure out how to provide the most value to customers along the way.” —@mattbwesson

“Breaking down those boundaries is great for the customer, but it also makes marketing a lot more fun.” —@mattbwesson

“Personalization should be at the forefront of pretty much every asset you produce.” —@mattbwesson

“Personas are personalization, they’re just personalization at a scale that’s a lot more manageable.” —@mattbwesson

“We’ve seen that just putting somebody’s name in a video, engagement rates go up 30, 40%.” —@mattbwesson

“Everybody’s putting everything out there, all the time. So your ability to research customers, and figure out what matters to them, to find those angles, it’s much easier to do now than it’s ever been.” —@mattbwesson

Resources:

• Matt Wesson on Twitter: @mattbwesson
• SalesLoft
• Content Marketing 2.0
• Vidyard's Home for the Holidays

Visit ContentProsPodcast.com for more insights from your favorite content marketers.