Episode 70

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Published on:

17th Jul 2024

70: Creating Meaningful Connections through Content (that Converts) - with Chelsea Castle, Head of Content at Close

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Chelsea Castle, Head of Content and Brand at Close. They delve into Chelsea's career journey, from journalism to tech marketing, and her new role's challenges. Chelsea shares her strategies for the first 90 days in a new position, emphasizing rapport-building and impactful contributions. The discussion highlights current content marketing trends, the importance of authenticity, and the need for creativity. They also explore balancing strategic planning with quick wins and the significance of qualitative feedback.

Chelsea and Jane discuss:

  • Chelsea's transition from journalism to B2B marketing and content strategy at tech companies
  • Her experience in marketing to marketers and sales teams
  • Understanding your audience and getting creative with content
  • Chelsea's approach to the first 90 days in a new role and the importance of setting achievable goals
  • Building rapport within the team and cross-functionally in a new role
  • Balancing long-term planning and quick wins in a marketing role
  • The shift from SEO-based content strategies to new distribution channels in B2B marketing
  • Challenging oneself to think differently and avoid following trends for the sake of being different
  • Rethinking the approach to LinkedIn takeovers, making it more organic and impactful
  • Seeking inspiration from diverse industries and the role of intuition in marketing
  • Fostering creativity, including optional brainstorms and the concept of brain writing
  • Defining content that converts, focusing on building connections and trust before driving action
  • Significance of a diverse mix of content types and mediums to resonate with the audience
  • Unique advantages of written and video content, with an example of successful framework content
  • The value of qualitative feedback in measuring content success and the discussion on overrated content practices, emphasizing the need for authenticity and depth
  • Returning to work after becoming a mom and the challenges of adjusting to a new version oneself

Key Links:

Guest: Chelsea Castle - https://www.linkedin.com/in/chelseacastle/

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

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About the Podcast

Women in B2B Marketing
A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra