“B2B content needs to start conversations, not just fill space. When you focus on what your audience truly cares about, that’s when you see growth.”
– Shelby Blitz, Director of Content Marketing, HiBob
Shelby Blitz, Director of Content Marketing at HiBob, stops by the Radically Transparent podcast to reveal a few invaluable insights into building impactful, human-first B2B content strategies that foster real brand growth and differentiate your brand in a competitive market.
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Episode summary
What separates content that simply exists from content that drives real brand growth? The answer is simple: the ability to create impactful, human-first content.
In this episode of the Radically Transparent podcast, Shelby Blitz, Director of Content Marketing at HiBob, stops by to reveal a few secrets she’s learned about creating content that drives meaningful growth. According to Shelby, the key to a successful content strategy lies in effective planning.
Throughout the episode, Shelby discloses why it’s mission-critical for B2B content teams to develop a strategy that focuses on delivering value over volume. One way she does this is by meeting with stakeholders across various departments to help her make each piece of content as effective as possible for more than one team.
“We do an editorial pitch meeting as a team, and then we fill out what that calendar is going to look like,” she explains.
This collaborative approach ensures the content produced serves multiple needs without overburdening the marketing team’s resources.
Another big theme in the conversation is employee advocacy. For Shelby, tapping into the power of employee advocacy not only helps expand the brand’s reach and impact but also ensures that all the content her team works hard to create is distributed properly and seen by the right people.
“The posts that go out from people do incredibly well…people want content to talk to people, they don’t necessarily, although I wish they did more, want to hear from a company. Advocacy is the perfect platform to get the word out.”
Highlighting the undeniable power of personal voices and stories coupled with a well-thought-through content plan, Shelby leaves no stone unturned in how marketing leaders can effectively distribute the right message from the right person at the right time with the right piece of content — all while ensuring resources are used wisely.
Hot topics:
- How to create human-first content that differentiates your brand
- Why starting with your audience’s needs will drive long-term growth
- How Shelby is building and empowering her global content team to succeed with the help of HiBob employees.
Ready to take your content strategy beyond the blog? Listen now to Shelby’s expert advice!
Meet Shelby
Shelby Blitz is an award-winning content marketing leader with over 13 years of experience building and scaling global content strategies. As the Director of Content Marketing at HiBob, Shelby oversees a dynamic team across Tel Aviv and London, driving the company’s voice and positioning it as a standout leader in the HR space.
Passionate about creating impactful, human-first content, Shelby specializes in developing strategies that engage audiences and differentiate brands in competitive B2B markets.
With a proven track record of leading high-performing teams and delivering resonated content, Shelby is a trusted B2B expert in the art of building connections through storytelling and content strategy.
