Learning How Good Conversations Help Create Good Content with Brooklin Nash

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Episode Summary

A content creator is someone who creates entertaining or educational material that is expressed through a medium or channel. And professional content creators go beyond creating and publishing digital content and use that content to build an audience and generate revenue. 

However, sometimes, especially with B2B content, you have too much to create, and so your editorial planning is unfocused and hurried. This leads to generic, uninformed, and uninspired content, and your efforts do not lead to conversions or revenue. 

In this episode of Notorious Thought Leader, our host Erin Balsa welcomes Brooklin Nash, the co-founder of Beam, a content creation agency. Brooklin explains how Beam can keep your B2B content interesting and help you sell. Brooklin and Erin discuss thought leadership, creating good content, and what can help you shape your messaging.

Guest Profile


Key Insights

Episode Highlights

Creating a Category vs. Selling Into an Existing Category

“If you’re creating a category, it starts more organically, and I don’t mean search; I mean those partnerships and conversations and social posts that need to happen before you start creating long-form guides and deep-dive articles and things like that. Just take the time to talk to others in your space, engage with folks on social, and look for those organic opportunities to validate your message. Dig deeper into what people are talking about, what people want to know about, and then that would inform what you create moving forward.

If you’re selling into an existing category, it’s more about not taking a contrary stance but trying to get into the elements of the category that folks don’t often cover because they’re still up here at the 5,000-foot level.”

Starting Beam

“What Becca — my wife — and I kept coming back to is, ‘We’ve been writing for nearly nine years. We know how to do it well, it’s still enjoyable to us, but are we learning anything new by creating the same content for clients?’ So we wanted to shift two things. One, we wanted to shift the focus of what content we create for clients, which is part of the rebrand and the launch in June. And honestly, we wanted to learn new things that we hadn’t done before. We wanted to learn what it looks like to build a project management system, what it looks like to bring on new hires and build a team and create a ‘company culture,’ which sounds a little silly because there are four of us right now, but soon to be five. But that part has been a lot of fun and learning all the things that we hadn’t done before because we had been all in on content production.”

Most B2B Content Is Boring

“There’s an issue with SEO articles on supposedly a specific topic starting at the broadest possible level. You’re looking at how to change the carburetor in your Ford, and it’s starting with ‘What is an automobile?’ — like the B2B equivalent of that often. And that’s not to say lots of folks don’t do SEO well; it leads to the lowest common denominator where the number one goal is to rank on the first page. But I started looking into it, and often, even if you’re on the first page and getting traffic, bounce rates can be really high, the conversion rate can be really low, and you’re not actually seeing all that much ROI from that type of content. 

So, what we wanted to do was fill that middle of the funnel — that education phase — where, okay, people land on your site from LinkedIn or from organic search or a paid ad or whatever; what’s the next step to educate them in the buying process? And B2B content can be boring because brands will skip that step. They’ll go from organic or paid or whatever the channel is to the CTA and driving them into the sales conversations rather than recognizing the need to fill that education gap in the middle and what input you need to do that.”

Interviewing External SMEs Helps Shape Your Messaging

“Even internally, if you’re dealing with a large enough company. That’s why we started doing a month of onboarding, where we interview at least five or six people internally, and ideally as spread out across the company as possible. So we’ll talk to an AE about what their sales conversations look like; we’ll talk to the CTL about their product, the whole gamut, to get all these perspectives. You probably wouldn’t be surprised at how often discrepancies come up in those calls. 

This was a while ago, but we were onboarding the client, and we were talking to the two co-founders — one was a technical co-founder and the CTO, and one was the CEO. And we were on separate calls with them, and they were saying two completely different things about the same topic. So then, in a follow-up, I was like, ‘What are we going with here because you’re saying different things? We need to land on what the narrative is and what makes sense.’ So that comes up a lot more often than maybe a lot of marketers would expect.”