Scaling product-led content, resonating and reaching audiences effectively | Amanda Natividad (Sparktoro, Growth Machine, Fitbit)

Amanda is the VP of Marketing at SparkToro, an audience research platform. Along with teaching content marketing at Maven, Amanda also publishes a marketing newsletter called The Menu. She is a contributor for Adweek, an incredible chef who trained at Le Cordon Bleu, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.

 

We talk about:

• Defining product-led content and it’s growing importance
• Nuances in target audience
• How to think about distribution 
• Optimizing for both reach and resonance
• Content-specific KPIs and business impact

 

Where to find Amanda: 

https://amandanat.com/

https://twitter.com/amandanat

https://amandanat.substack.com/

https://www.linkedin.com/in/amandanat/

https://sparktoro.com/audience-research-newsletter

 

We discuss: 

https://sparktoro.com/blog/

 

Where to find Patrick:

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

 

—

(02:39) Defining product-led content and its purpose

(03:42) How product-led content has developed over the last few decades

(07:20) Thinking about the different components of product led growth through the marketing lens

(10:38) Content through the various journey of the customer lifecycle 

(11:13) Middle and bottom funnel content specific approaches 

(14:20) How content fits various growth motions in different companies 

(18:45) Defining audiences and identifying sources of advocates and influences  

(23:22) Writing for certain audiences and providing value   

(26:30) Thinking about distribution from the very beginning  

(30:54) Framework for content distribution through various platforms 

(34:32) Creating for both reach and resonance 

(38:00) Developing primary forms of content and structuring for various content channels and being authentic to those channels   

(42:51) Looking at content marketing KPIs that signal utility and strength and tying to business metrics 

(45:59) Where to find Amanda!