WORKWEEK

A couple of years into my tenure at BigCommerce, I was handed the case study program. I don’t remember exactly how it happened, except that PR had owned it before me. Did I ask to do case studies? Was I already helping out with some and the rest just fell into my lap? Did PR…

Last week, we talked about how nurture streams work, where content comes into play, and how content marketing teams rely on nurture streams, and their variants, to improve content CRO and better track content efforts back to revenue.  We covered a few different types of nurture streams: This week, I’m going to give you templates…

On the path to driving more revenue from your content (and tracking it directly), you’re going to need to learn more about nurture streams. Yes, even if you have an email marketing or lifecycle marketing team––you still need to know how nurture streams work, how they are measured, testing possibilities, and more.  This is because…

I was talking through the art of persuasion and storytelling formats with one of my direct reports, when she asked me a very good question: “So, do you just wake up everyday excited about what is happening in ecommerce and email and SMS marketing?” LOL, I absolutely do not, but I understand where she’s coming…

At Klaviyo, my content marketers manage a piece of content’s vision and go-to-market. One of the very first things they have to do for any assigned piece is research it, and write out a brief.  Our briefs are pretty in depth. They include: This last one is new for the team. We started using it…

I talk a lot in this newsletter about content marketing teams being under-resourced, and that’s true! A lot of them are. But as you move up in your career, and as content marketing gets more and more popular as a marketing channel, it’s likely you’ll get at least some resources and then hire someone (or…