Content marketing growth bets and using a portfolio based approach | Alex Birkett (Omnicient Digital, Hubspot, Workato)

Alex Birkett is a co-founder of Omniscient Digital, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL. 

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We Talk About:

• Figuring out the right opportunity areas for content marketing 
• Effectively using Generative AI to develop a unique POV 
• Applying the barbell strategy to make bets on approaches 
• Finding the next horizons of growth for content 

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https://beomniscient.com/blog/barbell-content-strategy/

https://beomniscient.com/blog/first-steps-to-incorporate-ai-into-content-marketing/

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Where to Find Alex Birkett: 

Linkedin: https://www.linkedin.com/in/iamalexbirkett/

Personal Site: https://www.alexbirkett.com/

Website: https://beomniscient.com/

The Long Game podcast: https://beomniscient.com/podcast/

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Where to Find Patrick Moran:

LinkedIn: https://www.linkedin.com/in/pcmoran/ 

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(02:14) Key drivers the definitions of organic growth 

(04:04) Figuring out opportunity areas and goal definitions

(06:30) Common mistakes companies mistake when figuring out their content strategy

(11:16)  Finding channel-product fit and leaning in on strengths 

(14:15) Generate AI in content and the current use cases 

(16:28) Tactical usage of Generative AI and when to use it for competitive advantages   

(18:21)  Maintaining authority and a unique POV with content 

(19:38) Creatively molding concepts and developing foundational use cases  

(20:31) How to think about measurement and effectiveness for content marketing 

(22:13) Applying attribution based methods to the growth model 

(26:24) Using a barbell strategy to developing a portfolio of content bets 

(30:47) Evolving the portfolio over time 

(34:27) Finding the next horizons of growth through the barbell strategy 

(37:42) Affiliates and partnerships within the content strategy 

(40:20) The differences between B2B and B2C and borrowing models from both 

(42:06) Where to find Alex Birkett!