52: Casey Hill - Organic Demand with Email, Newsletters and Podcasts

Casey Hill is a Senior Growth Manager at ActiveCampaign, Institutional Consultant, and Founder. More importantly, he’s incredibly actionable and smart on LinkedIn around B2B Email channels, and that’s why I wanted to have him on the podcast.

Summary

We talk about how to approach Email, how to use it from the ground up to drive meaningful business and how to measure it. How to balance different channels, such as influencers, podcasts, and newsletters.

What IS good content and should you repurpose it? What is the difference between a Short-term and long-term goal, when to drop money into Ads vs. the quality of the content?

We talk about engagement metrics and validation points, how to encourage an open structure for content posting, tracking engagement metrics and pipeline opportunities, the long-term play and how to trust in a B2B content strategy, separating reporting for different content types, gathering information and filtering leads, and choosing the most valuable question to ask.

Takeaways

• Email marketing is still a valuable channel for demand generation despite the flood of automation and AI, but it requires targeted goals and effective use.
• Create good content that is valuable to a specific audience and consider repurposing content to maximize impact.
• Set short-term and long-term goals for growth, and use benchmarks to guide your strategies.
• Gating content in newsletters should be done sparingly, as building trust and showcasing content upfront are more important than gathering low-intent emails.
• Separate reporting for different content types to accurately evaluate performance.

Chapters

04:22 The Importance of Email in Demand Generation

10:56 Creating Good Content for a Specific Audience

13:38 Repurposing Content and Optimizing Channels

16:29 Short-Term and Long-Term Goals for Growth

21:46 Setting Targets and Benchmarks for Growth

24:06 Importance of Quality and Amplification in Newsletters

26:27 Gating Content in Newsletters

29:10 Differentiating Friction Based on Buying Intent

30:38 The Five Degrees of Content

35:18 Engagement Metrics and Validation Points

39:33 Tracking Engagement Metrics and Pipeline Opportunities

40:28 Long-Term Play and Trust in B2B Content Strategy

41:26 Separating Reporting for Different Content Types

Leah on Linkedin / Twitter / Youtube