How to Build a Marketing Engine through Content with Joe Michalowski

March 12, 2024
Content Marketing | Marketing Strategy | Tech Qualified

Episode Summary

In this episode of Tech Qualified, Justin Brown and Meredith Metsker welcome Joe Michalowski from New North to discuss evolving strategies in B2B marketing. Joe brings a wealth of experience from both agency and in-house roles, offering a unique perspective on the challenges and opportunities within the marketing landscape. The conversation dives into the importance of content marketing, the transition between different marketing environments, and the strategic use of podcasts to engage with target audiences.

Joe’s Insights on Content Marketing

Joe emphasizes the crucial role of content marketing in building relationships with potential clients. He discusses how creating relevant and engaging content can address the audience’s pain points, thereby fostering trust and loyalty. Joe shares his journey of leveraging content to drive growth, highlighting how a well-crafted content strategy can enhance visibility and lead generation. He also touches on the balance between producing content for SEO purposes and creating genuine stories that resonate with the audience.

Podcasting as a Strategic Tool

A significant part of the conversation focuses on podcasts. Justin explains how podcasts can serve as a powerful medium to reach decision-makers and influencers within target accounts. He shares a strategy of interviewing marketers who have successfully pitched podcasting projects to their CEOs, providing listeners with actionable insights and inspiration. This approach not only showcases the effectiveness of podcasts in B2B marketing but also illustrates how they can be used to tackle specific marketing challenges.

Adapting to Change and Leveraging Relationships

Joe and the hosts explore the dynamics of transitioning from in-house marketing roles to working within an agency. Joe discusses the adaptability required to thrive in an agency setting, where understanding diverse client needs becomes paramount. He reflects on the value of building personal connections and how these relationships influence marketing strategies and outcomes. Joe’s approach underlines the importance of empathy and understanding in creating marketing campaigns that truly speak to the audience.


The episode wraps up with Joe sharing his views on the future of marketing, emphasizing the need for marketers to remain agile and responsive to the rapidly changing digital landscape. His insights into content marketing, podcasting, and relationship-building offer valuable lessons for marketing professionals aiming to innovate and succeed in the B2B sector. For anyone looking to deepen their understanding of effective marketing strategies today, Joe’s episode on Tech Qualified is a must-listen.

Featured Guest

Name: Joe Michalowski
What he does: Head of Client Services
Company: New North
Noteworthy: Joe Michalowski is a seasoned marketer with a dynamic career path spanning both agency and in-house roles, underscored by a strong focus on content marketing.

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