How to Make Real Impact as a New Content Leader (with Sonja Jacob from Athenahealth)

B2B Marketing Done Right

In this episode of B2B Marketing Done Right, Niels van Melick sits down with Sonja Jacob, Director of Content Marketing at Athenahealth, to explore how content marketing leaders can make a real impact in a new company. Drawing from her experience at leading companies like Meta and Cisco, Sonja shares valuable insights on building a content function that delivers measurable results within large-scale marketing organizations.

Here's what you'll learn in this episode:

• How to narrow your focus and prioritize key areas in your first months as a content leader.

• The importance of focusing on people, processes, and programs in your first six months.

• Practical tips for implementing effective content production processes.

• How to balance supporting paid demand gen and organic content efforts.

• The role of original research and subject matter expertise in creating distinctive content.

• How to set realistic expectations for content’s impact on revenue and long-term goals.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

http://www.linkedin.com/in/nielsvanmelick

Website http://www.leadwave.io

CONNECT WITH SONJA:

LinkedIn http://www.linkedin.com/in/sonjajacob

Website http://www.athenahealth.com