How to Grow Your Audience, Make the Case for Content, and Counter Your Story-Hating Boss

When I started Contently’s own content marketing program eight years ago, we had but a blog template and a dream. Within 18 months, we’d built a loyal audience of hundreds of thousands of marketers and an award-winning industry publication.

Of course, things aren’t so easy nowadays—the competition is steeper. Audiences are splintered across more channels. And the demands put on content teams are greater than ever.

In episode 2 of our new content strategy advice show, Ask a Content Strategist, content strategy masterminds Deanna Cioppa and Kat Lisciani joined me as we dug into your biggest content marketing questions.

You can watch the full episode here, but since you’re already reading this article, let’s watch a few of my favorite moments.

How to grow your audience with “performing-enhancing content”

If your brand is just starting out with content, what’s the best way to grow your audience? That’s a question that Deanna—Contently’s head of content strategy—has heard a thousand times. And she gives some sage advice: Don’t be afraid to use paid, as long as you optimize for converting those visitors to repeat organic visitors.

Making the case for awareness content—even if there’s no direct link to sales

Some business leaders dismiss pitches for top-of-funnel content programs, acting as if you’re advocating for a SaaS slam poetry night. (Please no one do this.) As a senior content strategist, Kat has seen it a thousand times, and here, she shares the simple argument she uses to win over top-of-funnel content skeptics.

Countering a story-hating boss with SCIENCE

What happens when your boss just doesn’t see the need for stories in your content, and instead just wants straight data? Deanna explains how the science of stories can help you win over even the biggest content skeptic.

Want to dig in more? Then check out episode 2—streaming here now!

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