Scaling product-led content, resonating and reaching audiences effectively | Amanda Natividad (Sparktoro, Growth Machine, Fitbit)
Description
Amanda is the VP of Marketing at SparkToro, an audience research platform. Along with teaching content marketing at Maven, Amanda also publishes a marketing newsletter called The Menu. She is a contributor for Adweek, an incredible chef who trained at Le Cordon Bleu, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.
We talk about:
- Defining product-led content and it’s growing importance
- Nuances in target audience
- How to think about distribution
- Optimizing for both reach and resonance
- Content-specific KPIs and business impact
Where to find Amanda:
https://amandanat.com/
https://twitter.com/amandanat
https://amandanat.substack.com/
https://www.linkedin.com/in/amandanat/
https://sparktoro.com/audience-research-newsletter
We discuss:
https://sparktoro.com/blog/
Where to find Patrick:
https://www.linkedin.com/in/pcmoran/
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(02:39 ) Defining product-led content and its purpose
(03:42 ) How product-led content has developed over the last few decades
(07:20 ) Thinking about the different components of product led growth through the marketing lens
(10:38 ) Content through the various journey of the customer lifecycle
(11:13 ) Middle and bottom funnel content specific approaches
(14:20 ) How content fits various growth motions in different companies
(18:45 ) Defining audiences and identifying sources of advocates and influences
(23:22 ) Writing for certain audiences and providing value
(26:30 ) Thinking about distribution from the very beginning
(30:54 ) Framework for content distribution through various platforms
(34:32 ) Creating for both reach and resonance
(38:00 ) Developing primary forms of content and structuring for various content channels and being authentic to those channels
(42:51 ) Looking at content marketing KPIs that signal utility and strength and tying to business metrics
(45:59 ) Where to find Amanda!
United States
