Welcome to another exciting episode of the Let's Talk Marketing podcast! In this episode, Katya dives deep with Keith Bendes, a seasoned marketing professional, to explore his career journey and current role in influencer marketing. Keith shares invaluable insights on content marketing, event marketing, and the critical importance of understanding sales in the marketing field.

What you'll learn in this episode:

• The importance of content in marketing

• Balancing marketing strategies and moving down the funnel

• Leveraging social media for education and entertainment

• The importance of events in marketing

• The role of influencers in B2B marketing

• Final advice from Keith

Key Takeaways and Insights from Keith's Discussion on Marketing Strategy

Content and its Distribution is Key for Marketing Success

Keith emphasizes that content is central to any marketing strategy. However, without proper distribution, even the best content can fall flat.

"Content should be everything. But if you're creating without the distribution, then you are creating for yourself," Keith says. He advises marketers to test and learn with a diverse range of tactics, identifying what works and eliminating what doesn't.

Key Insight: Create compelling content and ensure it reaches your target audience effectively.

The Importance of In-Person Events in Marketing Strategy

Keith highlights the significant role in-person events play in marketing. He cautions against hard-selling at these events and stresses the importance of understanding what you aim to achieve.

"When people attend conferences, they need to know what they're there to accomplish and do, and they're not there to hard sell people on a service," Keith advises. Follow-ups are crucial for maximizing the value derived from these events.

Key Insight: Plan your event strategy meticulously and focus on meaningful follow-ups to capture the real value of these interactions.

Content Creation and Understanding the Customer Journey

Keith underscores the necessity of understanding the customer journey for successful marketing. He encourages marketers to create content that resonates with their target audience and to be honest about their distribution metrics.

"Even if you just find one person or a group of people who are great targets—the ideal customer for you—and you work and test with them and get it right, then you can scale up," Keith suggests. Honest measurement of your efforts is essential.

Key Insight: Develop a deep understanding of your customer journey and continuously refine your content strategy for better engagement and reach.

Insights Surfaced

• Effective Content Distribution: Content is pivotal, but its impact depends on how well it is distributed.

• Holistic Event Marketing: Successful event marketing involves more than just attendance. It includes pre-event content creation, in-event engagement, and post-event follow-ups.

• Influencer Collaboration in B2B: Partnering with industry influencers can yield substantial benefits, effectively acting as influencer marketing.

• Sales Knowledge in Marketing: A profound understanding of sales processes enhances marketing effectiveness.

• Flexible Marketing Strategies: Experimentation and adaptability are key to finding the most effective marketing tactics.

Key Quotes from Keith Bendes

• "Content should be everything. But if you're creating without the distribution then you are creating for yourself."

• "If you don't understand that and you haven't become a creator yourself as a brand you're in a lot of trouble."

• "If you just get that information on that brand that's a win. Anything else is just gravy."

• "I think content runs the world right now."

• "Embrace and go deep into sales and understand the ins and outs as early as possible so that you could be a better marketer later."