The Essential Content Creation Guide for Marketing Leaders
Episode 4: Content Creation – A Guide for CMOs with Dana Gardner
Episode 4 of The Sticky CMO Podcast saw Dana Gardner of Interarbor Solutions come on to the podcast to talk about the fundamentals of producing valuable content for your business and your personal brand.
For the full podcast, check out the episode here.
In this episode, we cover..
Common mistakes marketing leaders make with their content strategy.
Why having a publishing and media-savvy capability is core to a modern business.
The knock-on effects of content creation: leads, internal training, and influence.
Dana Gardner is the President and Principal Analyst at Interarbor Solutions, an enterprise IT analysis market research and consulting firm. His experience covers AI, cloud, cybersecurity, and more – with an online following nearing 200,000 folks.
Here are some of the key insights from the conversation...
To make invaluable content for your audience, pick a problem and show a solution.
“Your guiding principles for content that keep people focused: stick to your priorities of who you’re trying to provide that content for, come up with a problem-solution narrative and then execute on it.”
LinkedIn is huge right now - but in business, the only constant is change.
“One of the things that’s changed is the rate of change. While LinkedIn may have been a place you go to post your resume just a couple years ago, now it’s where you’re doing marketing, finding customers, and nurturing them… Nothing stays the same in this business, you need to be thinking about what the next big thing is.”
Dana observes common mistakes in CMOs, sharing his views on a stronger strategy.
“I see them reinventing the wheel, they don’t have a central communicated repository approach. Things are done on whiteboards and sticky notes, it isn’t built in as a platform within their organization. Without a chief publishing function, the content is being done haphazardly. Not treating it as a centralized function that extends to different business features, that’s a big problem that’s fairly common and persistent.”
The best place to find Dana Gardner is on LinkedIn here.
See you next week!