Lean Mean Marketing Teams with Ty Hayes

Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.

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33. Content marketing has changed – is your team keeping up?

Discover how to deliver a ROI on your content marketing with Matt Allison.

Matt has a unique perspective on content marketing, having built global teams in-house and through his work as an external advisor to CMOs. 

We discussed the following topics:

  • How content marketing has changed;
  • The content marketing skills required to be successful today;
  • What a modern in-house content marketing team looks like and some of the challenges CMOs face to get this right;
  • Effective content marketing metrics; 
  • When to get external help to support content marketing; and
  • How to align your content marketing to commercial outcomes to deliver a ROI

Matt established the global content marketing function at Bupa and won several awards for the Blue Room. Since then, he has started his own agency, Ubiquity Lab, working with CMOs and marketing teams to combine data with customer insights in order to develop content strategies across paid, earned and owned channels.

If you have an interest in building a modern in-house content marketing team, with all the right skills and capabilities to drive commercial outcomes, then you will enjoy this episode.

References

Contact Matt Allison

Contact Growth Generators

  • Find out how Ty and Growth Generators can help you design and build a modern marketing team that drives growth using our 5-stage transformation framework. Follow or connect with Ty on LinkedIn.

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About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.