#32 3 Content Marketing Genres Every B2B Company Needs with Josh Spilker

In today’s episode, I chat with Josh Spilker, a B2B content marketing consultant and founder of Growthcontent.io. He just launched his own consultancy but has been working in content marketing with companies like ClickUp, Toptal, and Workzone for years.Josh says that in content marketing, there are three main genres: brand, thought leadership, and education/search. They all play together but are usually not very well coordinated. There are also different expectations for how the different genres should perform. Each type of content is essential but understanding the jobs of each type, and what goals they can help your business reach, is essential to the success of your strategy. In this episode we talk about:Growth hacking vs. content marketingThe balance between the technical side of SEO and having good contentBalancing topic clusters in your content calendarTimestamps: 0:58 - Josh Spilker and his journey into content marketing4:50 - How does content marketing drive companies with a long sales cycle6:32 - The three genres of content and their role in strategy 9:40 - The first step when setting up content marketing for a startup10:58 - Growth hacking vs content marketing13:00 - Growth hacking experiments16:00 - Finding balance between technical SEO aspects and quality content18:25 - What’s next for Growthcontent.io?22:52 - How do you balance out topic clusters in your content calendar?25:45 - Are you building a publication or are you building a library?27:45 - Is the word blog becoming outdated?30:18 - Making changes to evergreen content because of COVIDConnect with Josh Spilker on LinkedIn and check out his website Growthcontent.io.Resources mentioned in this episode:Ryan Holiday - Growth Hacker MarketingWhile you’re here:Follow Flying Cat Marketing on the following channels to get more tips, tactics and knowledge on content marketingVisual – YouTubeAudio – Flying Cat Marketing Podcast (Spotify) (Apple Podcasts) (Stitcher)InstagramFacebookLinkedin