How to recession-proof your marketing with owned content featuring Anthony Kennada

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Episode Summary

In this podcast episode, we discuss the impact of the ongoing recession on content teams, which are often the first to face budget cuts. Many companies perceive content teams as dispensable, but our guest, Anthony Kennada of AudiencePlus, argues that content is essential for marketing success. As Kennada puts it, “Without content, there is no marketing. Content is the flywheel that makes marketing happen.”

Anthony explains why companies should keep their content teams, emphasizing their role in content distribution. He also discusses the shift in consumer behavior and how people consume content. According to current trends, as Anthony notes, content built around consumers, and not an algorithm, will drive business growth in 2023.

Guest Profile

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Key Insights

Episode Highlights

Reasons to Keep Your Content Team

”Content is how we can hit our number as a business. […] What we’re doing is building a message that we want to package into something that people can learn about what we do or the problems that we solve or what have you, or the problem in general in the market. You need someone to distribute that content.

Those are the critical things that any marketing team would need to keep the lights on. I would have a hard time understanding the logic behind taking the oxygen out of the marketing flywheel by not investing in organic content.”

The Role of a Content Marketer in Distribution

”The rented channels are starting to evolve. And so, we always talked about social media, for example, as a community management thing. And it’s great. There’s a lot of merit in doing so.

But when you think about how consumer media companies conceptualize the marketing funnel, it starts with some rented channels like social media, YouTube, and Spotify. And that’s a language that, in the B2B growth marketing context, we’re not thinking about. 

But what I’m imagining is happening is that a lot of content creators, and folks like that, want to be creators themselves, like outside the context of work. They’ve figured out how to play to the rented algorithms to build an audience on LinkedIn, TikTok, and other channels.  

And that’s a different skill set than SEO marketing, A/B testing, or digital marketing through that lens. And so, I see that being a reason why a lot of content folks are starting to own more of the distribution side of the equation.

It makes a lot of sense, and I think it also speaks to other trends of companies hiring creators, training creators, finding someone who naturally has this proclivity of creating amazing content but also knowing how to distribute in some of these more emerging rented channels.”

Creating Content for a Broader Audience While Hitting Your ICP

”Where we are right now is that we want everyone in the world to hear this. So let’s make as much noise as possible, be repetitive and on message, and spark a conversation at scale.

Even if you’re a mid- to late-stage company, there’s a benefit to that. There might be folks that are potential partners or somewhere in your ecosystem that are not the target buyers of your software, but they believe in the bigger trend, and you become the center of gravity for that discussion.

There’s value in a strategy that casts a wider net and evangelizes an idea far beyond the products you sell. But that only works if you have a target set of content, franchises, or however you want to refer to it, targeting your buyer. And being explicit about, ‘Hey, as a brand, we are the patron saint for that buyer.”’

The Rationale Behind Building an Engaged Audience

”We need to start building our own audience if we’re not doing that today, doubling down on our own audience, or engaging our owned audience with content and media. […]

You’re doing so by exchanging real value that’s helping them in their roles today in the economic uncertainties of today. […] And you’re delivering that in a medium that is inspiring them and educating them and entertaining them. 

We can’t forget that there will be an end date to this season of our economy, hopefully. In that world, you don’t want to be stuck saying, ‘We ran marketing to the ground and froze everything, and now we have to start turning on the engine again.”’