Double Down Or Diversify: Content Marketing Vs Channel Expansion?

VP of Marketing at EZO, Rob Freedman, delves into the strategic decision-making between content marketing and channel expansion. He explores the benefits of understanding competitive intelligence and marketing strategies to enhance business growth. Rob emphasizes the importance of determining brand differentiators to stay ahead in the market. Show NotesConnect With:Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  Welcome to the Martech Podcast. I'm your host, Benjamin Shapiro, and today we're going to discuss everything-led growth. Joining me is Rob Freedman, who is the VP of Marketing at EZO, which is a provider of innovative asset intelligence and management solutions that are trusted by thousands of organizations worldwide. Their credibility is backed by a vast global clientele and a proven track record in multiple industries. And today, Rob and I are going to talk about is product, sales, or marketing-led growth right for you? All right, here's my conversation with an old friend, Rob Freedman, the VP of Marketing at EZO. All right, Rob, lightning round. We're going to do double down or diversify.

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  So, Rob, are you doubling down on content marketing or diversifying into emerging platforms like TikTok, other things that are coming up?

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  Well, if it doesn't get banned, yeah, but some diversifying. Diversifying because you never know, the channel you're building may disappear next month, who knows? So I think you got to diversify. You need to find where your audience is at and pursue them.

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  See, I think of it a little differently. I'm doubling down. I think that you need to be producing more content and the challenge is the distribution. Your content is going to be useful no matter what. If you're creating great content, you can take it, you can find a way to get it to be the right format for TikTok or Instagram or YouTube or whatever's new tube. If you don't have the quality content, if you're not writing something interesting, saying something interesting, producing interesting videos, it doesn't matter what your channel mix is. There is challenges with publishing and all the different channels. You have to be selective, but fundamentally to grow, you need the content.

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  For sure.

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  All right. And that wraps up this episode of the Martech Podcast. Thanks again to Rob Friedman, the VP of Marketing at EZO for joining us. If you'd like to contact Rob, you can find a link to his LinkedIn profile in our show notes. You can send him a message on X. His handle is Rob Freedman. That's R O B F R E E D M A N. Or you can visit his company's website, which is EZO.io. If you'd like a summary of this podcast, or if you'd like to apply to be our next guest speaker, head over to martechpod.com. You can also find the Martech Podcast on YouTube, Twitter, Instagram, Facebook, or even on TikTok now. And if you'd like to contact me, let's connect over on LinkedIn. My handle is Ben J. Shap, B E N J S H A P. If you haven't subscribed yet and you want

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  a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed tomorrow morning. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.