This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing.

In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the high ROI tactics that are difficult to measure and predict. 

Key Takeaways:

• If you create content, customers will not just come; they may never even find it. SEO is a core ingredient from the start, not an afterthought, and you need to find people with the language they use, understanding their intent. 
• Marketers are charged with generating pipeline and proving it, but they need to avoid neglecting high ROI tactics that may be difficult to quantify or predict. 
• Don’t just feed the content beast; make sure you are creating quality content purpose that has a genuine impact on your audiences.