In the episode host Victor Eduoh engages in an insightful conversation with Edward Ford, Demand Gen Director at Supermetrics. The episode delves into how Supermetrics uses publication content channels, like newsletters, to share product updates, events, and new content. Edward emphasizes the value of involving internal company members on the podcast and prioritizing content creation around key brand themes. He stresses the importance of customer research and balancing narrative content with product inclusion.

The conversation touches on the role of measuring content impact on the sales pipeline and the significance of distributing content through strategic planning. Edward shares case studies and insights on involving C-suite executives in content creation, repurposing content, and integrating product promotion without being overly salesy. He also addresses the challenge of gaining executive buy-in for content strategy shifts.

Edward's career journey and the role of content in Supermetrics' growth are also explored, from the use of blog content aligned with specific use case-related queries to the expansion into the "Marketing Intelligence Show" podcast. The episode provides valuable insights into Supermetrics' content strategy shift from library-based to incorporating more publication content, emphasizing the importance of a library and publication mindset in planning content strategies. It ultimately serves as a rich resource for B2B growth strategies through content.