For the past years, the emphasis on B2B content increased. But even though almost every B2B marketer knows that that’s something they should focus on, they still struggle to do it right. And one of the biggest questions that marketing leaders need to answer is: “In-House or Outsourced?”

On your podcast, Mark can expand on both options. He’ll share what companies should invest into building their own content team and which, on the other hand, should work with an agency. He’s seen both options work (and not work) for many of his clients and is happy to help your listeners what will work for them.

Life is too short to work for a CEO that doesn’t get marketing, right? But what’s often happening is that executives fail to present the right arguments to help their CEOs make the right decision. As a result, they don’t get the buy-in they need to execute on strategies they want.

On your podcast, Mark can expand on what it takes to get a content marketing buy-in from the decision-maker. Specifically, what arguments are proven, what data to present, how to talk about ROI, what are the lowest-hanging fruits to leverage, and how thought leadership can directly influence revenue.

There is a huge advantage in being different and not just better. Gong created the Revenue Intelligence category, Casted created the Amplified Marketing category. Being a category creator puts B2B companies into a unique position of power and influence. But how to do it?

On your podcast, Mark can talk about how content marketing can support companies on a journey to establish their own categories. He’ll share the strategy that helped his clients, how long it takes, and he’ll also go granular to talk about the best platforms to focus on and how to structure your overall strategy.

Influencers are not domain only by B2C brands. Recently, more B2B brands start to leverage influencers to reach new audiences, educate, and increase credibility. But how to do it right? Should your CEO do it? Marketer, maybe? Or should you find an established content creator from the outside?

On your podcast, Mark can talk about what it takes to find the right brand evangelist. He’ll share when it should be someone in your team (and when it shouldn’t), how to approach content creation strategically, and how to differentiate yourself by actually having an opinion on industry-related issues.