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/