Content marketing growth bets and using a portfolio based approach | Alex Birkett (Omnicient Digital, Hubspot, Workato)
Description
Alex Birkett is a co-founder of Omniscient Digital, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL.
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We Talk About:
- Figuring out the right opportunity areas for content marketing
- Effectively using Generative AI to develop a unique POV
- Applying the barbell strategy to make bets on approaches
- Finding the next horizons of growth for content
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We cover:
https://beomniscient.com/blog/barbell-content-strategy/
https://beomniscient.com/blog/first-steps-to-incorporate-ai-into-content-marketing/
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Where to Find Alex Birkett:
Linkedin: https://www.linkedin.com/in/iamalexbirkett/
Personal Site: https://www.alexbirkett.com/
Website: https://beomniscient.com/
The Long Game podcast: https://beomniscient.com/podcast/
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Where to Find Patrick Moran:
LinkedIn: https://www.linkedin.com/in/pcmoran/
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(02:14 ) Key drivers the definitions of organic growth
(04:04 ) Figuring out opportunity areas and goal definitions
(06:30 ) Common mistakes companies mistake when figuring out their content strategy
(11:16 ) Finding channel-product fit and leaning in on strengths
(14:15 ) Generate AI in content and the current use cases
(16:28 ) Tactical usage of Generative AI and when to use it for competitive advantages
(18:21 ) Maintaining authority and a unique POV with content
(19:38 ) Creatively molding concepts and developing foundational use cases
(20:31 ) How to think about measurement and effectiveness for content marketing
(22:13 ) Applying attribution based methods to the growth model
(26:24 ) Using a barbell strategy to developing a portfolio of content bets
(30:47 ) Evolving the portfolio over time
(34:27 ) Finding the next horizons of growth through the barbell strategy
(37:42 ) Affiliates and partnerships within the content strategy
(40:20 ) The differences between B2B and B2C and borrowing models from both
(42:06 ) Where to find Alex Birkett!
United States
