102: Video Killed the White Paper Star: Creating Relatable Content in B2B - with Kristina Keene, Director of Brand and Content at Flip

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In this episode of "Women in B2B Marketing," host Jane Serra talks to Kristina Keene, Director of Brand and Content at Flip. Kristina emphasizes authenticity and relatability, advocating for engaging, human-centered content over traditional gated materials like white papers. She highlights the power of video storytelling and shares her disdain for outdated marketing norms. The episode offers valuable insights for marketing professionals seeking to foster genuine connections and drive engagement in today's landscape.

Kristina and Jane talk through:

• Kristina's unconventional journey into B2B marketing.
• Strategies for brand and content activation in the B2B space.
• The importance of authenticity and relatability in marketing.
• The shift away from traditional gated content like white papers.
• The effectiveness of video content and storytelling in engaging audiences.
• How to capture genuine personalities on camera, including techniques for warming up interviewees
• Innovative content formats, such as the "Flip or Flop" series.
• The role of personal branding and online presence in career development.
• Tools and techniques for enhancing efficiency in content creation.
• Navigating change and resilience in personal and professional life.
• The need for greater representation and diverse voices in B2B marketing.

Key Links:

Guest: Kristina Keene: https://www.linkedin.com/in/kristina-keene/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/