When your Content and GTM Needs a Refresh [Podcast]
In this episode of The Marketer’s Journey, I interview Julie Knight, CMO of Unit4. Julie shares the story of how she landed her position at the software company, which has over 2,000 employees and has been around for more than 40 years now. She also explains the playbook she and her team used to modernize the company’s content strategy and weave a consistent narrative across channels.
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Key takeaways from this episode:
Lead by example. As CMO of Unit4, Julie sets the tone for hundreds of people each day, so she’s conscious of the habits, behaviors and overall attitude she brings to the table. With employees working on a remote basis from various locations around the world, Julie aims to focus on keeping her team engaged through ongoing communication, team events and a welcoming open door policy.
Reflect your values to the world. When Julie first came on as CMO of Unit4, she noticed a disconnect between the company’s incredible culture, strong values and clear mission, and the way these qualities were being conveyed to the world. To bridge this gap, she mobilized her team to help rewrite the company’s narrative in a way that would clearly communicate its strengths.
Be a ruthless editor. As Julie and the team at Unit4 strategized to craft a new story for the company, it became clear that they would need to do away with much of the content that had been built in the past. In other words, Julie wasn’t afraid to clean house if a piece of content didn’t align with the simple, streamlined tone they were hoping to capture.