Scaling Content Marketing for B2B Tech Giants

Content marketing is arguably one of the hottest things in digital marketing. Whether you are a 5 people start-up or a 5000 people workforce, it is an important part of your strategy. Content marketing has evolved over the years and its bits and pieces have continued to become more sophisticated. This has also made management and scaling complicated. How do you measure which content pieces contribute to revenue? How do you scale content operations?

Mike Goldberg, Director of Content at Freshworks, also known for heading content operations in companies like CFA Institute, Vonage, Innodata Inc., and Dun & Bradstreet, joins us to talk about content marketing, attribution, and scaling operations. He shares his journey of starting as a writer (in 1998) and growing into roles where he had to lead content operations for several large enterprises with headcounts of over 5000.

Key Discussions:

• Evolution of content marketing in the last two decades.
• How content marketing is done in large enterprises (as compared to small businesses)
• Revenue attribution for content marketing
• Content marketing funnels