Episode 4: Casie’s Secrets to Content Creation with Limited Resources

Episode Table of Contents

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Meet the Guest: Casie Gillette

Casie Gillette is the Senior Director of Demand Generation at Customers.ai, a website visitor identification platform based in Boston.

A results-driven marketer with over 19 years of experience, Casie has worked on both the agency side and in-house.

Prior to Customers.ai, she spent 13 years at KoMarketing, a B2B marketing agency, developing and implementing digital marketing strategies for both small businesses and Fortune 500 companies.

A top industry speaker who has contributed to over 100 events and written for countless publications, Casie has a true passion for all things digital.

Follow Casie on LinkedIn.

Podcast Episode Notes


Here are some of the biggest takeaways from this episode.

  • Start with Strategic Content Refreshes: Focus initially on updating and improving existing content that’s already performing decently. This could involve consolidating similar articles into a more robust single piece which improves its authority and rankings.
  • Use Tools Wisely for Efficiency: While tools should not replace SEO and content marketing skills, they are invaluable for saving time on tasks like creating content outlines or identifying content gaps using features from platforms like SEMrush.
  • Repurpose Across Channels: Look at successful social media posts or webinars and turn these into blog posts, articles, or other content formats. This helps in amplifying the reach and utility of the original content.
  • Mine Customer Interactions for Insights: Regularly interact with customer support and sales teams to capture the common queries and concerns of customers. This direct feedback loop can reveal critical content opportunities and gaps.
  • Capitalize on Micro Opportunities: Rather than always aiming for high-competition keywords, find niche topics or less contested areas that can be easier to rank for and quicker to produce content around.
  • Prioritize Based on Impact: Determine which types of content (e.g., product pages, blog posts, case studies) will drive the most value and prioritize their development based on the organizational goals and customer lifecycle.
  • Harness AI for Initial Drafts: Utilize AI tools like ChatGPT to generate first drafts or content frameworks quickly, which can then be refined to ensure they match the brand’s voice and meet quality standards.
  • Iterative Improvement Is Key: Continuous testing, feedback, and iteration on content strategies should be integral, especially in dynamic fields or when dealing with shifting SEO landscapes.
  • Align Content with User Intent and SEO Best Practices: Develop content that not only fulfills user intent but is also optimized for search engines from the start, increasing the likelihood of high rankings and better user engagement.
  • Tools and Resources:

    These are tools and resources that were mentioned throughout the episode.

    • SEMrush: A comprehensive tool that offers solutions for SEO, content marketing, competitor analysis, PPC, and more. It’s particularly praised for its content marketing toolkit which includes content outline builders and gap analyses.
    • ChatGPT: An AI model developed by OpenAI that can generate text based on prompts. It is useful for creating content drafts quickly and can assist with generating ideas for headings, subheadings, and featured snippets.
    • CoSchedule Headline Analyzer: This tool evaluates the overall quality of your headlines and provides feedback on how to improve them to increase click-through rates.
    • HubSpot Headline Analyzer: Similar to CoSchedule, this tool by HubSpot helps perfect headlines to ensure they catch the reader’s attention.
    • BuzzSumo: A tool for content research and monitoring that allows you to discover the most shared content across all social media platforms for any topic. It’s also great for identifying key influencers in specific topics.
    • Copy AI: An AI-powered tool that helps generate marketing copy in seconds. This tool is beneficial for creating high-converting ad copy, descriptions, and more.
    • Jasper AI: Formerly known as Jarvis, this AI tool assists in creating content efficiently across various formats, improving productivity in content creation processes.

    Episode Transcript

    Ashley Segura: Let’s start things off with the most important question, at least in my opinion is what is your go to dish to cook? What do you like to cook in the kitchen?

    Casie Gilette: Uh, so when you asked me this, I was like, okay, I have to tell this story. So there’s this Elton Brown fish taco recipe that I have loved for years.

    And what I like about it is like, it has tequila, cilantro, like, uh, cumin, like all these like really good things. But the reason I tell it is I had it bookmarked on my browser. For years, I would get on well, you know, and especially like with the new computers, like Chrome, you just sign in and it brings all your bookmarks in.

    So I would be like sharing my screen and client meetings and people would be like, fish tacos, huh? Okay. You have to try this recipe. It’s so good. I love it. Then

    Ashley Segura: you can just pop over to that tab and be like, okay, check

    Casie Gilette: out the rest of it. See, I’ll just send it to you. Yeah, that’s perfect. That’s perfect. I work

    Ashley Segura: with a lot of food [00:01:00] bloggers, so they would probably just be like, oh, that’s just another client site.

    But in your case, it would definitely be a little bit like, huh, hungry?

    Casie Gilette: Yeah. Just genuinely like fish tacos. Same.

    Ashley Segura: 100 percent same. As a sand vegan, 100 percent

    Casie Gilette: same. Yeah, you guys have them a little better there than here, so. I

    Ashley Segura: won’t disagree with you there, but okay. Diving into, you know, from fish tacos to content marketing things, I really want to start things off with understanding how you tackle the big, huge, gigantic task of scaling content.

    When time and resources are super limited, you’ve. Come from agency background now in startup environments. So you’ve definitely experienced the need to scale content and not having a whole workhorse behind you to help do that or even budget. So what’s your go to process usually look like once. It’s time to

    Casie Gilette: start scaling.

    Yeah, well, I like to think back on this, you know, when I think [00:02:00] about like scaling content, like working at an agency, like I was really spoiled, um, at least the last few years, right? Because as the agency grows bigger, you have more resources. Um, but You know, depending on client budgets, you know, I, I can think of a client that came in and said, look, we’re trying to get acquired in the next 18 months and we have like zero search visibility.

    So what are we going to do? And you’re like, Oh wow. Like, okay, this is different. Right. So like I’m pitching them, you need like at least 10 assets a week and you need to be doing this. Well, what does that look like? Um, and then, yeah, now, now back in the startup world, like you’re, you’re thinking the same thing.

    It’s like, I’m used to these SEO programs where you know what. If it takes three to six months to start seeing results, like great. No, like we need to see results now and you’re working with a much smaller team. So, excuse me, I think one of the things that I’ve really relied on has been tools. Um, you know, I think back to, I [00:03:00] remember giving a presentation years ago about like, how do, uh, you know, visual, how to go through the search results and create yourself an outline for a blog post.

    And then SEMrush came out with, like, their, uh, their outline content template outline. I was like, oh. You just saved me like hours of work, right? So, you know tools like that really help you think about like, what do I need? Um, you know, they’ll show you like the content gaps and then honestly Like gpt and bard have been game changers for me I know that you know, like especially as a content marketer where like the quality of content is near and dear to my heart um It took me a little while to get on board.

    Cause I was like, Oh man, like it’s just putting out junk. Like I don’t want to be a part of that. But when you really start thinking about like, how do I scale? Like it gives you the tool. So like going back to that outline. Okay. Like I don’t have to spend hours like trying to create an outline. Right. Or like, [00:04:00] it’ll tell me like, you can just say, Hey, I’m trying to rank for this particular term.

    What do I need? Give me the headings and subheadings I need to show up in the search results or like, what do I need to show up in the featured snippet that’s done for me? Now, I’m not saying that I’m using it to write all my content, like it just, it’s not there, right? It’s not there, but the helpfulness of it, like, even if it just creates me a paragraph that I can then go modify and put in my voice.

    Like the time saver of it has been absolutely enormous. Um, and so I think like really, you know, as I go back to you again, back to like that side of content where I know you’re the same way where it’s like we want to create quality content that resonates with people that’s creative that people like, like it’s that balance of like, how do I utilize the tools that I have?

    To create this content faster. And like, here’s just a couple of examples, like [00:05:00] thinking about, I’m thinking about like all the things that I used to do or still do really, but like I used to tell clients, like take a look at your health forum. Right. Take a look at your support forums because people are asking questions there.

    So you can do that. Like, and I have a lot of, I used to have clients where like their support forums outranked their regular site. And so we would then go take that and build it into like a blog or an article or something that could live on the primary site. Now you can throw that into GPT, right? Just take that text, throw it in GPT, tell it to put it in a different format, like how you want it for a blog, for this tone matches your brand voice.

    And you can save so much time on that. Same thing with like webinars. I used to give this example because webinars are like, I have such a love hate relationship with them because actually it used to drive me crazy. Like we would put out, like my clients would come up with a webinar, [00:06:00] right? And then like, you know, we’d send out 20 emails about it and then that was the end of it.

    But I had other clients where like we would take that webinar and we would turn it into a blog post and we would take the videos and create landing pages for them. Well, now you can do that a lot easier because like, if you’re doing them on zoom, it records your trip. Most, most webinar platforms give you the transcript.

    Yes. Same thing. Throw it into Bard, throw it into GPT and it parses that for you. So you’re not sitting there trying to type it out or trying to make sense of what’s happening. And it’s just such a time saver. Um, same thing with like social updates. Um, like having to create social updates for your site.

    Like just the other day, I was like, all right, well, like I need like 10 Twitter updates. Like we have an event, right? We have this big event coming up. I need 10 Twitter updates. I need a LinkedIn update. I just gave GPT the link and said, I need a Twitter update. I need it to follow these best [00:07:00] practices. I want it to have this tone.

    Um, give me 10 updates. And now I have that. And like, I’m going to modify them. But again, like the time savings is just immense for like three things that like, I can just think of off the top of my head.

    Ashley Segura: Totally. I mean that you can really come up with, with so many other content ideas by being able to yeah, take More of the admin processes out and really then scale your content.

    I’m curious with, with tools. I’m literally going through this right now with building out a bunch of SEO content, briefs, content outlines, and. Utilizing different tools and the data from different tools. And it’s like one tool says X, Y, and Z should be the heading structure. Another tool says something totally different.

    They’re both supposedly getting the data from the top X amount of ranking content. So how are you going through and relying, really relying on these tools and trusting [00:08:00] that. Okay, this tool, I’m confident with the data that it puts out that I can base a whole strategy off of this.

    Casie Gilette: Um, I’m not. Yeah, yeah.

    Yeah, we’re done. I mean, look, with anything, like we have always said this as content marketers, as digital marketers, we have always said, like, you can’t put 100 percent reliance on the tools, right? It goes back to, like, What is your experience? And what do you know? Because a lot of times like what a tool will give you is like the same thing that 20 other people have said.

    Right. And so it gives you the sense of you put it into the search results to see, okay, like what else is out there around this? Okay, well, I don’t want to use this exact title because there’s like five other posts that say the same thing, but. Then there’s tools like CoSchedule has their Headline Analyzer, HubSpot has a Headline Analyzer, there’s a bunch of things that you can then put it in and it’ll [00:09:00] give you some more unique things.

    So, it’s a hundred percent like your expertise combined with what those tools are telling you. So, but it’s still to me a time saver because I didn’t have to think of it from scratch. And I think that’s the key, right? Like, I can’t tell you, like, I’ve come up, like, I was just doing a post right now. And I’m like, this headline is terrible.

    Like, I hate, like, I don’t like it. I threw it into the co schedule tool and it gave me like four other options. And I was like, yeah, these are much better. Right. And that alone just saved me like a headache of spending 20 minutes trying to determine what’s a better title. Yeah,

    Ashley Segura: that’s a good point. So you’re kind of using a combination of tools.

    And I find this very frequently that. One tool will do really great in one thing, even though it offers 50, they really kill it at this one thing. And so it does come down to having these like mini baseline subscriptions, some multiple tools when you’re trying to streamline your content strategy and really scale things.[00:10:00] 

    Have you found any tools that you’re like, Okay. This I will always use no matter what for an element of my content strategy.

    Casie Gilette: Yeah. I mean, I’m such a huge SEMrush fan. Um, uh, you know, have been for years. I just love like what their, their like, um, content marketing tools specifically do. Um, whether it’s like giving you ideas, whether even just like, I was looking at there, like just the keywords the other day.

    And I was thinking, I was looking at something and I was like, Oh gosh, they even have just like the themes now, right? They have the questions that are being asked and everything’s all in one place like It’s kind of, and again, it could just be because it’s been my, one of my default tools for so long, but like, it never lets me down.

    I just think it’s so good. And I’ve just, you know, again, like I’ve had a lot of experience with it, but you know, I’m always trying to do new things. Like I’ve been checking out just like different AI tools as well lately. Like just testing out like copy AI, [00:11:00] Jasper AI, right. Or like, what are the capabilities?

    Because again, just going back to that idea of. Scaling. Um, I don’t trust a tool like GPT to write content for me, right? Like, I just don’t, but especially like content that’s specific to my audience, specific to my product, like they don’t know, but with some of these other tools, they, they have a, they seem to be a bit better.

    And like, again, like the thing I’ve just found with AI is like, what you put into it is what you get out of it. So some of these, like, we’re just kind of testing some of those to see, like, if I can put in, if I can input a lot of information, what does it give me? Um, so, and I’ve been finding some decent results.

    I mean, nothing’s amazing yet, but again, just thinking about how do we save time, right? How do we save time without sacrificing the content? Yeah.

    Ashley Segura: And that’s really the goal at the end of the day. Uh, something that you mentioned in the beginning is, you know, coming into a company who’s like, [00:12:00] who’s maybe trying to get, go public and they need or be bought out and they need to really scale and really quick, they don’t have the six months.

    So you mentioned, you know, okay, let’s get 10 blog posts going. Maybe you were just throwing out that number, but what do you do in those situations? Cause I’m sure a lot of listeners are. In those shoes pretty regularly to where they’re starting from scratch. They have deadlines that are so not realistic for KPIs, but they need to figure it out.

    So do you have kind of like a recipe to success for starting off?

    Casie Gilette: Yeah. So I’ll just go back to that client example, um, because they were actually in like the custom printing business, which is so unbelievably competitive. All right. Well, you know, we’re talking about like 10 blog posts, like that’s not going to cut it.

    That’s just a piece. But what we did find is, all right, well, where is their presence and where are the opportunities? That was the key. So in this instance, [00:13:00] it was, let’s look at the industries. Because we might not be able to rank for custom stickers, but we might be able to rank for custom brewery stickers, custom restaurant stickers, whatever that is.

    So in build up to that broader term, and that was the strategy we took. And it worked. I mean, we really pushed that also meant like. Updating product pages, right? Expanding product pages. Like they had great, I mean, they were on Shopify. Shopify is super easy to use, super easy to build out new things, new capabilities.

    So just being able to add new things to like product pages on top of building out this expansive, like article content. Um, we started doing like, um, case studies as well. Uh, with like, we would just, we just, they would send an email to their customers and just say, Hey, are you interested in a case study?

    We’re interested in being featured on the site. And a lot of people were, which is kind of shocking because I feel like the opposite is often true with case studies where people are like, I don’t really want to [00:14:00] talk about you. Yeah, exactly. So, I mean, just finding the gap, that is always the key. Um, Is like, what is the gap and what are the opportunities?

    And so like, same thing, like I’ll just use like what we’re doing at customers, AI, right? Like we’re targeting, like we’re a visitor identification platform. There’s not really all that much content out there. About it. So like, what are the use cases? What are people talking about? Like, we’ve almost had to look at what are the problems people are facing versus just the term, right?

    So you have to think about, this isn’t just about the keywords themselves, but what are the issues that people are challenged with and like, how do we solve those? So it’s not just blog posts or articles. Um, like I said, it’s like, we’re creating features, pages, and case studies and things that kind of tackle the problems versus just like, we have to get this blog content out.

    Ashley Segura: Yeah, that makes a lot of [00:15:00] sense. And I mean, at that point you’re really working with a lot of different stakeholders, especially, you know, product pages. Now you’re working with the product team. You’re definitely working with sales team when you’re working with that many different people and you need to get content out fast.

    Do you have any. Strategies for how to communicate what the content needs are and how important it is to update those product pages. Cause I mean, other stakeholders are just as busy as you are. So it’s kind of value prop of like, this really needs to be priority if we want to succeed.

    Casie Gilette: Well, the nice thing about, um, being in a smaller organization is you can just do it.

    So like, I will just slack our product lead and be like, Hey, can you tell me what this needs to say, right? Or like, but going back, like thinking more strategically, we do actually have like a bi weekly check in. Um, and this is something when I worked in house, I worked at a company called Grasshopper many years ago.

    And I’ve talked about this because I think it was so brilliant. [00:16:00] Is that we had weekly calls with customer support and weekly calls with like our sales team because like you don’t get that information otherwise, right? Especially on the marketing team. Like all marketers want to know is what our customer is asking.

    Like, what do people want? And like CS and sales, they know. So it’s like, you almost kind of have to force their hand. And I get, you know, to your point, like, Everyone has taught everyone’s busy. Like not everybody has time, but sometimes it’s just forcing it. Um, and a lot of times it has to come from the top down.

    Right. So like, that’s one of the challenges in marketing, like, you know, there might be like a COO and they’re focused. Yeah. They’re focused on product and they’re focused on sales, but like. Marketing can kind of be left to the side. So you almost have to get that buy in to, to set that up. But once you build that relationship, like I think it’s, it’s pretty easy, but yeah, I mean, for me, I’m just like, Hey, what do we need here?

    And then they’re [00:17:00] like, great. Just go do it. Yeah.

    Ashley Segura: Just go execute. I absolutely love that you mentioned like the customer success teams, because I preach that so much, even if you’re at an agency and working with a client and trying to get ahold of their customer success teams, like it is so important to have that touch point on a regular basis to figure out what What are customers loving?

    What are they hating? What are their, what are their hesitations? Why aren’t they going through with us? And so many times CS knows who our real competitors

    Casie Gilette: are.

    Ashley Segura: We can go to GA and we can go to SEMrush and be like, all right, who’s our organic competitors. But CS knows like, oh, well, the customer dropped to this company’s name and this is where they’re really going.

    So it’s like, oh, okay. Let’s. Let’s create some content to kind of tackle that and squeeze

    Casie Gilette: into that niche there. Exactly. I mean, the other thing too, I’d say is like, when it comes to like, uh, product and sales, I have found just in general, and even just like execs, like show them what your [00:18:00] competitors are doing.

    And that, that was always a big thing. Like when I was at the agency of like, If your client’s like hesitant to do something, it’s like, well, here are the three things your competitors are doing and here’s what they’re saying and here’s how they’re doing it. So I think we should be doing this. And the buy in is a lot easier.

    Ashley Segura: That makes a lot of sense, especially when you can see the finish. Shiny

    Casie Gilette: polished deliverable, what it’s

    Ashley Segura: doing for them and trying to figure out how to implement that. That really does kind of like bring up the question of prioritizing content because yes, okay, you need a bunch of blog posts to support things.

    You need sales collateral content. How do you approach like topic ideation in general when you’re trying to scale content and figure out, all right, let’s deal with these topics right away. Let’s build out some pillar content. Like what does that look like for you?

    Casie Gilette: So I kind of try to break it down into like quick wins, longterm, and then that middle [00:19:00] middle of the road.

    So like, I’ll take a look at, especially coming in, like if a site has existed for a while. There’s probably something in there that’s not bad, right? Like it might have some presence already. It might have some visibility Well, what can we do to bump that up? So that’s almost one of the first things I always do is like what is the existing content?

    Maybe it’s like and especially if it’s like organic. Um You know, from an organic perspective, like what can we do to move it up a few, a few positions to get it where it’s going to start seeing traffic? Um, I think that’s such an easy thing to do and people often overlook it. It’s like I would do that for all of my clients.

    We were just like, it was just like a whole refresh strategy of like, you have these three posts that basically say the same thing. Let’s combine them into a bigger post that’s going to do something right. Like, let’s use a URL that already has the best visibility. Let’s build something there. And same thing, like.

    Um, you know, we have some older posts that do well and it’s just updating them and making [00:20:00] them more comprehensive so they’re going to show up. Um, so that’s the first piece. The other piece is like, and I’ve made this mistake and I think it’s learning. Um, I just made this mistake. I was like, all right, like I got to start creating content for SEO.

    But then it’s like, you know what? Like that’s not getting us sales right now. What is getting a sales is this content about our integrations that are then being sent via email to our customers or prospects. That’s resonating with them. Okay, great. So let’s make sure we have that built into the right into our editorial calendar.

    Um, and then it’s like, okay, we also have, like, Okay, great. An influencer strategy, right? We’re trying to reach these people. So how do I create things that are going to reach them? Well, let’s make sure that we’re creating social updates, but tag them in it. So it really is like, it’s kind of, for me, it’s always been like a test and learn.

    Um, but you’re exactly right. It’s like, you have to know the goals of the organization. [00:21:00] To prioritize it because it’s very easy to just be like, yeah, we’re going to start creating this content. But like, you know, like when you’re on the agency side, like clients want to know, what am I seeing? Right. What are the results?

    So you have to have something that you can show pretty quickly. And I think that’s where like, all right, how can we get this quick win? So maybe it’s like that gap that I mentioned where like, maybe there’s something that doesn’t exist that you can fill that gap or just updating something that you already have to make it better.

    Ashley Segura: Yeah, that makes a lot of sense. How are you, how are you going in and identifying that something doesn’t exist? And we need this. I mean, the content gap tool on some rush will totally tell you from a competitor angle, but how are you

    Casie Gilette: doing that? Yeah, so a lot of times, like when I come into like a new, whether it was a new client or a new business, whatever, I’m just doing a general analysis of what do we have?

    Right. And then I’m also looking at what are our keyword targets and then [00:22:00] mapping what we have. So I have a whole sheet of here are our, you know, 50 primary keywords that are our targets and here is the content that we have. And here are all the places we don’t have content for it. Right. So it’s kind of that two fold strategy of like, I’m an SEO at heart.

    What am I going to say?

    Ashley Segura: Screaming SEO. I love that you’re actually like content hack, but yeah, I see.

    Casie Gilette: I know because honestly, it just comes from the fact that. When I started doing SEO, you had to build content. And then I was like, well, I really love content. But like, then it was, well, your content has to show results.

    So how am I showing results? It’s just all tied

    Ashley Segura: together. Totally. It really is. I love when like, you know, as a content marketer, you get bucketed into the SEO things. And it’s like. Okay. Well, I guess we do need optimization. That is like a huge

    Casie Gilette: piece to the content.

    Ashley Segura: Printed and people will read it. [00:23:00] Yeah, definitely changed.

    You mentioned that, you know, different clients have different metrics. Some metrics you can see right away in terms of success. I’m always really curious to hear from a content marketer or an SEO, whatever hat you want to put on what metrics you track first, regardless of if it’s for a client or in house, like you personally know that this is an important metric.

    Casie Gilette: Yeah. So this it’s tricky because revenue and leads were always, we’re always the primary KPI. Right? And still are right? Like sales and leads. The challenge with content is you might have top of the funnel content that it’s not going to drive you those immediate sales and leads. So in that case, we might look at organic traffic.

    Um, that that’s always like a top one, right? Is it driving traffic and not even organic? Like, is there something that’s resonating on social? Right. There’s your different channels. So [00:24:00] that’s always, that’s always just kind of been one is like the traffic itself. Um, again, it breaks down to the type of content as well.

    So like, let’s use like, if we were going to do like a white paper, all right, well, what we’re looking for is like form fills, right? Like, or like leads right from that. So that might be the metric. Whereas like, yes, this top of the funnel blog post, like. We’re bringing in traffic and then eventually what we might see or like leads down the funnel You know, that might be like the first touch so it’s gonna depend on the content itself But yeah, I think that traffic like that always kind of showed me like, okay, this is starting to resonate, right?

    This is starting to work. We’re starting to see things from it But at the end of the day it always comes down to revenue. Yes. Yes,

    Ashley Segura: and I mean that really does look different from Project to project or client to client of what the revenue figures are and how long that sales funnel can be with content.

    It’s, it’s always really tricky to measure. And I [00:25:00] feel like that’s like the biggest question that I always get asked is how can you really put a success metric on this? And yeah. You know, sometimes it doesn’t look like a revenue success metric. Sometimes it’s a traffic metric or we go to birds. And so it’s always really important to kind of clarify what content can do and what content can’t do, especially as you’re trying to scale.


    Casie Gilette: I, um, I’m sorry. Sorry. No, I just want to say like a perfect example of this is like I had a, I had a client in the marketing technology space and we had built all these like very top of the funnel, like kind of just pillar pages of what you’d call them and they ranked outrageously and they brought in so much traffic.

    And so the client was like, well, that’s great. But like, this is really top of the funnel. It’s not doing anything for me. And so what we ended up doing was putting like banners, right? Like just putting CTAs throughout the content that took people to like a [00:26:00] relevant white paper or ebook or webinar or something to push them into the next stage of the funnel.

    Well, then as we start digging in, digging and digging in, come to find out these pages end up being the top. Source of leads for those people. Right. So like the top source of leads, because they then went and filled out a form or downloaded that thing, but they came in originally on those top of the funnel pieces.

    So it was much easier to say, see, these are doing something. Yeah, this

    Ashley Segura: is truly working and you can go through metrics that are tangible and you can actually track that your journey as well, and also figure out what holes to fit there if they get to stage three and then drop out in the funnel, then it’s good.

    Kind of one of those clear indicators, right? Oh, let’s create another supporting piece of content right here.

    Casie Gilette: Absolutely.

    Ashley Segura: Yeah, that makes a lot of sense. One of the biggest things with scaling content that I’ve done in the past, that’s worked really well is repurposing content and identifying, you know, what your strong winds are and then turning those into 50 [00:27:00] different kinds of pieces in different ways.

    You mentioned doing a version of that using AI. I’m really curious to hear what your repurposing content strategy looks like when you’re scaling for companies.

    Casie Gilette: Um, one thing that’s been interesting specifically, uh, at customers AI is that, um, like Larry Kim is our CEO. And so he has this really, um, big social, he’s very prominent in social media, so you can see pretty quickly, like what messages are resonating.

    So. He might post something about a specific topic that really resonates with the audience. And especially like that advertiser audience is our market. And so then we’re like, okay, this works. Now we’re turning that into like a content asset on the site. So, or. It’s like, Hey, let’s do a webinar on this because we got so much interest in this.

    And so it’s kind of, it’s almost like the [00:28:00] opposite of what you would think, right? A lot of times you’re creating content and then pushing it out on social. That’s, you know, that’s kind of your repurposing of like, all right, I’m going to take this piece and put it on. It’s kind of been the opposite. It’s like, okay, this message is resonating.

    Let’s turn that into a webinar. Let’s turn that into a blog post. Um, the webinars that we, and again, like I mentioned this earlier, but like, I love, Using webinars because you put a lot of time into them. The content is often just like so good. Um, and if you have other people, it’s such a great way to get your content shared your name out there.

    So like taking a webinar and then turning into a blog post or turning it into like, um, a replay that people can download, turning it into social posts, um, for those individuals, like that’s been a big one. Um, Taking some of our like sales feedback and product feedback has been really good as well Is like we have our product team and they’re they’re using Uh, they have like a designer right behind the [00:29:00] scenes who’s creating things for the product Well, we know i’ll look at something like oh my god.

    This is so good All right Well, how do we now take that and then use it on like a features page or use it in an asset that we have? So there’s kind of been a mix but I really think that You know, the social piece of seeing what resonates has just been really interesting to me because it’s such a different angle that I never took before.

    Ashley Segura: Yeah. And it really makes sense to go and look at those metrics. And, you know, whenever you’re doing a content audit, I always preach, always look at the social metrics, even though this is a content audit, you’re looking at SEO metrics, look at the social ones too, because that can really dictate what’s performing well.

    And even though it may not match your revenue KPIs, it could dictate future strategies that could get you to that revenue KPI and eventually accomplishing that. So it definitely makes a lot of sense to look at it from a social angle. What if You don’t have a Larry Kim, though, and you’re so

    Casie Gilette: struggling.

    Well, I mean, who is [00:30:00] the influencer in your space, right? Who’s an influence? Like, who are the other influencers in your space that you can take a look and see? Oh, wow. Like, this got a ton of shares. Oh, wow. This got a lot of comments. Um, you know, you can take that same angle, uh, to look at that. I mean, that’s one thing.

    I mean, like I spend a lot as I’m learning about new products, like whether you’re an agency or coming into an organization, like you have to learn about a business really quickly. And that means understanding, not just your own site, but understanding the competitive landscape, like you and I kind of touched on earlier.

    So that means like, to me, I’m looking to see like. What are people talking about? Like not just on the competitive sites, but like, yeah, like I’ll, I’ll use an example. Like, um, you know, send lane is like an ESP service, right? Like they do kind of like a MailChimp or something, their founder, um, Jimmy Kim, like his social is unbelievable.

    He’s out there. He’s talking like his messages seem to resonate. Like he’s very [00:31:00] active. So like, yeah. If I’m in the space, I’m going to go look and see, Oh, what did, what was he talking about here? Cause people seem to really love that. And that can then give me some ideas too.

    Ashley Segura: That’s a really great approach.

    And even if you don’t have that influence for her to start with, you can take the topic ideas that are clearly doing really well, minus, you know, he’s getting an audience because of who he is or who they are. But there’s, you can definitely see an increase, uh, even just on social and webinars are shared or liked or commented and see what people are excited about and doing the manual work of going in and reading and getting a real pulse on things.


    Casie Gilette: I love that approach. Yeah. There’s also like, I still use like, you know, going back to like the tool side of things, like I’m still a big fan of BuzzSumo, like from an influencer perspective, right? Like their topics, like you’d go and see what people. Talking about, you can see who’s talking about it.

    Like, I still think their tool is phenomenal. Like, especially for informing content ideas, seeing what people are talking about, seeing who those [00:32:00] influencers are. Like love it. So one of my faves.

    Ashley Segura: Yeah. Best to know is definitely fantastic. As we wrap up, it is secret sauce time. So if you could choose one strategy, one tool, one bit of resource that.

    You are absolutely in love with and putting that sauce on all of your strategy right now. What would that be?

    Casie Gilette: I mean, I hate to say it, but I’m going to put GPT out there. I know, I know. But again, just going back to, because I think the idea. I think the idea of GPT, and I’m just using GPT because that’s what I use, right?

    But any of these tools, like, it just helps you move faster. Um, but it doesn’t take away from your expertise, and I think that’s really the key, right? The key is using it as a resource, just like we have every other tool, is using it as a resource, not relying on it. A hundred percent using it to help you using it to like, not just [00:33:00] inform your strategy, but like help you do things quicker.

    So I think that’s the angle. It’s not like, Oh, like. Go use this and do it for everything. Definitely don’t.

    Ashley Segura: Yeah, definitely. Don’t I keep seeing, especially in LinkedIn, everyone’s talking about chat GBT and like, use it as a resource. Like you said, that’s like, okay, what does that actually mean? I mean, in this episode alone, you gave so many great specific concrete examples of how you can go in and actually use it as a resource.

    I like to think of it as a coworker. You know, it’s my coworker, I can bounce off ideas and it will tell me like, maybe you should add this component to the piece of content. Oh yeah. I didn’t even think of that. A lot of those like traditional one on one marketing tactics, Chachi BT is grandfathered into that.

    Like that is where it shines. And so what’s new and

    Casie Gilette: innovative. And it’s like, don’t forget about this. This actually works. Yeah. And like, the funny thing is [00:34:00] like, it’s not, I don’t even know if it’s like that, right. It’s not even that innovative. It’s just like, Oh wow. If you use this right, it works. Yes.

    Ashley Segura: Yes.

    And using it right is key. Like you need to throw in a please and thank you every once in a while. I do get better, better results

    Casie Gilette: with my prompts. I’ll be like, good morning. Yeah.

    Ashley Segura: Top of the morning to you, chat. GBTM.

    Casie Gilette: Well, on that note, we

    Ashley Segura: will wrap up. Thank you so much for being on today. I really appreciate everything

    Casie Gilette: you shared.

    Thank you for having me. This was fun.

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