CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


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.


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

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.