Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast. For this week’s episode, Tyler is joined by Hana Abaza, Head of Marketing at Shopify Plus, to discuss how business success changes the approach to content marketing. Check out the full podcast:

Here are a few of our favorite moments:

Where do you prioritize your efforts to align content with brand and demand?

Listen, content is a two-pronged thing. Yes, it needs to support the brand’s story, but really, for us, this is the major priority. It’s a demand generator. It’s a lead generator. It’s something to attract people to your business. The way we’re looking at content now is number one, looking at this strategic shift that needs to happen and how we approach content.

Blog 2 - Hana Abaza - Shopify Plus - Uberflip - Vidyard

For example, when you look at the Shopify blog, it’s incredible the amount of content Shopify has generated and created over the year. The blog is incredibly successful. They’ve got great everything. They’ve got great SEO, great topics, lots of great resources there. As we start to build up the Shopify Plus blog, one thing we want to keep in mind is we don’t want to duplicate the exact same thing, right? We need to change the type of content we create so that it’s more aligned with our personas as opposed to Shopify’s historical personas. We need to start to thinking of the breadth and depth of content that we create.

How do we get the sales team using the content so they can go out and build their own demand and fuel it?

Okay. I have to preface this by saying it’s hard not to be product pitchy with Uberflip because I did it for so many years. Speaking a little bit more broadly to this problem is the content itself is one challenge. You’re absolutely right, Tyler, in that the distribution of content, both internally and externally, in getting it presented in a way where it’s a) discoverable, b) consumable. The thing that I’m constantly saying, I even said this at Uberflip, is that your content has to be organized in a way that’s easy not just for your visitors to find but for your sales team to find, right? Content is probably one of the best tools that the sales team has. One of the to-dos on our list is to work with our sales enablement team to figure out how do we internally communicate this content? How do we actually categorize this content in a way that makes sense for people, sales team and visitors, to find it?


If you want to hear the full podcast, we’ve posted it above, and you can read a full transcript of this talk on Convince & Convert, where it was originally posted!

Taylor Jones