Driving Tons of Qualified Pipeline Through Brand+Content+Social
February 18, 2024
In this episode host, Victor Eduoh, sits down with Obaid Durrani, Head of Brand & Content at HockeyStack, the B2B analytics and marketing attribution software. Obaid shares his journey from traditional content marketing to a deeper exploration of demand gen, offering insights into how he creates and distributes content that impacts pipeline. Join us as Obaid walks us through a detailed case study of his approach, uncovering the strategic thinking and methods behind combining brand, content, and social to drive pipeline and growth.
In this illuminating episode of "Grow with Content," Obaid Durrani, the Head of Brand and Content at HockeyStack delved into the intersection of brand, content, and social in driving pipeline. Obaid's expertise in combining these elements to achieve strategic impact is sure to provide you with practical insights to apply in your B2B content efforts.
Obaid shares his journey, starting from traditional content marketing to evolving into a demand generation B2B marketer. He reflects on his initial focus on blog posts and SEO, and how he transitioned to the demand gen side of marketing to scale a SaaS company. This shift opened a new world of considerations, prompting him to explore the impact of content in driving sales cycles and pipeline.
The episode delves into an actual case study at HockeyStack, where Obaid employed his expertise to align business objectives with brand and content marketing strategy. He outlines the process of setting goals, segmenting the audience into top-down, middle-out, and bottom-up categories, and crafting a compelling narrative. He emphasized the importance of creating content that resonates with each audience segment, rather than being solely dictated by keyword research.
Listen to hear Obaid's detailed breakdown of the steps involved in creating strategic content, including how to align the content formats with the intended message and desired outcomes. For instance, he suggests going beyond straightforward content to create memorable, conceptual content stands out as a valuable tactic in engaging the target audience effectively. Obaid provides an overview of distributing content on platforms where the target audience is most active, highlighting the significance of brand presence and engagement in these spaces.
Tune in to this episode to gain a deep understanding of the intertwined roles of brand, content, and social in driving business growth. Obaid's valuable insights and actionable strategies are poised to elevate your approach to marketing, ultimately leveraging these elements to achieve significant business impact.
Obaid shares his journey, starting from traditional content marketing to evolving into a demand generation B2B marketer. He reflects on his initial focus on blog posts and SEO, and how he transitioned to the demand gen side of marketing to scale a SaaS company. This shift opened a new world of considerations, prompting him to explore the impact of content in driving sales cycles and pipeline.
The episode delves into an actual case study at HockeyStack, where Obaid employed his expertise to align business objectives with brand and content marketing strategy. He outlines the process of setting goals, segmenting the audience into top-down, middle-out, and bottom-up categories, and crafting a compelling narrative. He emphasized the importance of creating content that resonates with each audience segment, rather than being solely dictated by keyword research.
Listen to hear Obaid's detailed breakdown of the steps involved in creating strategic content, including how to align the content formats with the intended message and desired outcomes. For instance, he suggests going beyond straightforward content to create memorable, conceptual content stands out as a valuable tactic in engaging the target audience effectively. Obaid provides an overview of distributing content on platforms where the target audience is most active, highlighting the significance of brand presence and engagement in these spaces.
Tune in to this episode to gain a deep understanding of the intertwined roles of brand, content, and social in driving business growth. Obaid's valuable insights and actionable strategies are poised to elevate your approach to marketing, ultimately leveraging these elements to achieve significant business impact.
GROWING with CONTENT is VEC.studio's official podcast.
Tune in to learn how B2B Content Leaders grow SaaS brands (and advance their careers) through narrative-driven content target ICPs actually consume. Your host, Victor Eduoh, also gets them to pull the curtains on how they are currently crafting content that stands out and drives meaningful outcomes amidst the noise accelerated by AI tools.
Tune in to learn how B2B Content Leaders grow SaaS brands (and advance their careers) through narrative-driven content target ICPs actually consume. Your host, Victor Eduoh, also gets them to pull the curtains on how they are currently crafting content that stands out and drives meaningful outcomes amidst the noise accelerated by AI tools.