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Inbound marketing is one component of content marketing that is often misunderstood. Relevant, compelling, and interesting blog posts, Webinars, and other content can attract and educate prospective and existing customers. What best practices should you use to align team of teams creating content marketing?

Today’s guest is Valaer Goldsworthy, director of content marketing at EZ Texting. Valaer describes how teams collaborate with business units outside of marketing to understand use cases of EZ Texting’s products and services. 

Some of the highlights of the show include:

• EZ Texting: #1 mobile marketing platform for business that focuses on messaging and voice solutions
• Team of Teams: Identify, create, and review content needs
• Rapid Growth: Doubled in size, retained long-term staff, and hired new voices 
• Customer Base: EZ Texting is easy to use; doesn’t require tech-savvy marketers 
• Lifetime-value customers inspire content for prospects in various verticals
• Is text messaging safe? 90% of people believe so; EZ Texting tries to maintain that protection in all its content, collateral, voice, and point of view
• Everything to Everyone: Trust and consumer confidence are critically important
• Customer Success Team: Shares constant customer roadblocks creating churn
• Customer Marketing: EZ Texting segments content into “Hero,” “Hub,” and “Help” content to create awareness and ongoing education
• CoSchedule Transition: EZ Texting coordinates and collaborates content creation for campaigns to offer transparency and avoid silos 
• Change Management: Lessons learned via objectives and key results (OKRs) 

Links:

• EZ Texting
• CTIA