Audience-First: the New Standard for Marketing Growth w/ Rachel Bascom, Head of Content Marketing @ 97th Floor
Description
Most marketers think they know their audience — but they stop at surface-level demographics and wonder why their campaigns plateau. In this conversation, Rachel Bascom and Paxton Gray break down what it really means to be audience-first, why the “big research lift” mindset is holding you back, and how to turn existing knowledge into exponential results over time.
If you’ve ever felt stuck in the “research → big deck → nothing changes” loop, this episode will change how you think about audience understanding. You’ll walk away with a practical, ongoing approach to learning about your audience — and turning that knowledge into high-performing creative, content, and campaigns.
Resources:
FREE Content Consolidation Tools: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
Learn about how to create high-quality content that is audience-focused: https://97thfloor.com/articles/high-quality-content-or-ai-slop/
Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelbascom/
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Read the full article: https://97thfloor.com/articles/podcasts/audience-first-marketing-the-new-standard-for-growth
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Rachel Bascom:
Rachel Bascom is the Head of Content Marketing at 97th Floor, boasting over a decade of expertise in the realm of digital marketing and a fervent dedication to crafting audience-centric content strategies. In her tenure, Rachel has been a trailblazer in the development of the content marketing department, playing an integral role in the transformative journey that positioned 97th Floor as a comprehensive, award-winning, holistic marketing agency.
Timestamps:
02:27 - What it means to truly know your audience
12:43 - The zodiac campaign breakthrough
18:22 - "It's cumulative, not cyclical"
24:17 - Start by auditing what you already have
27:35 - The difference between great and mediocre marketing
"To know your audience intimately... means knowing who they are, but more importantly, what they're doing, where they are, and what they need and what they want." - Rachel Bascom
United States
