In this episode of the Content Logistics podcast, Chris Walker of Refine Labs shares his insights on building an in-house content engine. He emphasizes the importance of subject matter expertise, unique perspectives, and ongoing customer research in creating content that resonates with enterprise B2B customers. Walker also highlights the role of content in testing messaging and ideas, with audience questions leading to real-time concept creation.
He identifies four key roles needed for effective marketing content: the subject matter expert, the architect who orchestrates the entire process, the event manager, and the post-production team. Walker also discusses the benefits of a multi-channel approach to content distribution, starting with LinkedIn and expanding to YouTube and TikTok.
Walker underscores the importance of feedback loops in informing content strategy. Observing audience reactions and adjusting content accordingly is crucial, even though it involves qualitative analysis. This episode provides valuable insights for marketers looking to build a robust in-house content engine.