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How FreshBooks pivoted with COVID-19 ft

Paul Cowan (Inbound Success, Ep. 191) How do you make marketing lemonade out of a pandemic? This week on The Inbound Success Podcast, FreshBooks CMO Paul Cowan explains how the company pivoted when COVID hit, and made use of its proprietary data to create content and insights that drove a new marketing strategy. When Paul joined FreshBooks, he inherited a 45 person marketing team with a strong SEO game. After reorganizing the team, he built on that foundation by adjusting the company's messaging to target an owner/CEO audience, while unearthing new content opportunities within FreshBooks' customer data. Fast forward to 2020, and when COVID hit, the company was ready to launch a massive new original research series focusing on the...

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The 'Content Playground’ strategy Ft

Ashley Faus of Atlassian (Inbound Success, Ep. 142) What's the best way to develop a content strategy that reflects the reality of today's buyer journey? This week on The Inbound Success Podcast, Ashley Faus, who is the Content Strategy Lead for Software Teams at Atlassian, shares why she thinks a playground provides a better analogy than a funnel for marketers looking to develop their content strategy. She also goes into how to use the concept of a content playground to provide your customers and prospects with a better buying experience. Highlights from my conversation with Ashley include: Many marketers use the concepts of the linear funnel and the looping decision journey to develop their content strategies, but Ashley says that...

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