Ultra targeted content engages audiences better–but growing a global brand with a small marketing team means that it needs to be balanced with the art of repurposing without sacrificing quality.
Cheryl Martel knows this firsthand. As the Global Head of Content for leadership advisory and executive recruiting firm Egon Zehnder, Cheryl is a longtime storyteller and one of a two-person content marketing team. With audiences all over the world, she’s had to balance a narrow focus on expert-level topics that resonate with her audience, while developing repurposing skills that allow her team to grow a healthy presence across channels.
“I would rather hit with a small percentage of people and have those people engage, versus [putting] it out to the masses and it didn’t really land for anybody because it wasn’t targeted enough. And so that’s usually a big part of the conversation: Let’s figure out the audience.”
Listen to this episode to learn:
- How smaller audiences can be key to targeted growth
- How a video strategy goes a long way in your repurposing efforts
- Why extending your content’s shelf life is key to growth marketing
- How to use industry experts to speak to a more senior audience
Don't have all the time in the world? Check out our TLDR version on our blog.
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About Cheryl: Cheryl Martel is the Global Head of Content for Egon Zehnder, a leadership advisory and executive recruiting firm. She knows firsthand that growing a global brand with a small marketing team is all about the balance between the art of repurposing and content quality. With audiences all over the world, Cheryl works to to balance a narrow focus on expert-level topics that resonate with her audience, allowing her team to grow a healthy presence across channels. Connect with Cheryl here.
About This Series: The Supercharge Marketing series is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this series will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing.
About Lumen5: This podcast is brought to you by Lumen5, a video creator made by marketers, for marketers. Used by thousands of businesses, Lumen5 makes it easy to make videos for content marketing, thought leadership, and brand awareness in a snap. Supercharge your content strategy today. Try Lumen5 for free or use code SUPERCHARGE10 for 10% off our annual plans forever!
Supercharge Marketing
The Supercharge Marketing podcast is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this podcast will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing.
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This podcast is brought to you by Lumen5, a video creator made by marketers, for marketers. Easily make videos for content marketing, thought leadership, and brand awareness in a snap. Used by thousands of businesses, supercharge your content strategy today. Use code SUPERCHARGE for 20% off your first 3 months.