As we navigate the intricate marketing landscape in 2024, the mantra “Content is (Still) King” remains as pivotal as ever. For startups and established companies alike, the key to long-term success lies in understanding and evolving with the nuanced dance between paid search marketing, effective storytelling, and the ever-evolving role of AI. We discuss actionable strategies to ensure your marketing efforts resonate and convert.
In today’s episode, Christina and guest host Jenn Steele sit down with Eric Holtzclaw, the Chief Strategist at Liger. Together, they dissect the multifaceted world of marketing—from the quick pivots required in paid search to the art of storytelling that truly captivates an audience. Eric brings a wealth of knowledge, emphasizing the foundational importance of aligning marketing strategies with the company’s core identity and mission, especially in the B2B space.
Content is (Still) King – All Things Growth
In this episode, we cover:
- The strategic advantages and immediate impact of paid search marketing.
- The critical nature of the last 15% of the sales process and how easily potential leads can be won or lost.
- Why maintaining and optimizing successful marketing strategies is crucial.
- The importance of focusing on small, consistent conversions throughout the sales pipeline.
- The role of storytelling in converting engagement into action and the pitfalls of relying on vanity metrics.
- Challenges faced by startups in evolving their marketing approaches frequently and the importance of long-term strategy.
- Leveraging AI technology for creative and strategic marketing activities.
- Building effective content that engages and converts on platforms like LinkedIn.
- Aligning marketing with overall business strategies for better product launches and company growth.
- The evolving customer journey and the necessity of spreading content across various ecosystems and touchpoints.
Meet Eric Holtzclaw
Eric V. Holtzclaw is a visionary and the “idea guy.” He is a serial entrepreneur, with nearly 30 years of experience, who has a knack for founding companies, sometimes unintentionally. His start-ups include one of the first profitable internet enterprises and a company that appeared on the Inc. 5000 fastest-growing list three years in a row.
In 2018, Eric took the advice he usually gives other entrepreneurs and formed the full-service marketing firm, Liger Partners, combining his three loves: business, technology, and people. At Liger, Eric is the resident expert in guiding businesses to find their identities and core values, craft their visions, and establish their brands. Liger Partners is recognized as a 2021 Best and Brightest Business to Work For in Atlanta and in the nation, an honor earned by the firm’s agility and ability to quickly pivot marketing efforts in response to COVID by leveraging technology and digital channels.
Eric has contributed to magazines and online publications and wrote the book, “Laddering: Unlocking the Potential of Consumer Behavior.” He’s also a host of The Claw podcast where he interviews business owners and entrepreneurs, allowing them to share their insights and
expertise. Out of all the ideas he’s brought to life, Eric says his daughter is his greatest one.
Marketing is about more than just immediate results but creating sustainable, powerful connections with your audience. Eric’s insights remind us of the enduring significance of good storytelling and strategic alignment, urging marketers to embrace both creativity and technology in shaping the future. So, if you’re grappling with the rapid changes in marketing, eager to pivot your strategy, or looking to align better with your business goals, this episode is one you won’t want to miss.
