With

James Tennant

Our Guest

James has spent years creating content and working with businesses and organizations around the world, including the likes of eBay and Universal Studios. In his drive to help brands with their content strategy, he founded Converge – a platform that helps B2B businesses significantly grow their readership among their target market.

12+ years of experience helping B2B companies and organisations of all sizes and industries create and share great content to educate, inspire and bring value to their audiences.

I have written and edited content, as well as content strategies, for the likes of eBay, Gumtree, Universal Studios and the UK Government as well as hundreds of other businesses based all over the world.

In my main role, I am the Founder of Converge – a platform that helps B2B businesses significantly grow their readership among their target market.

Key Takeaways

5% of respondents to a recent survey by Converge reported that brand visibility is the overall goal for content amplification. At the same time, the majority of those surveyed reported they had neither the time nor the resources to accomplish what they wanted.

That’s a problem.

CMOs today understand the importance of content marketing for establishing brand authority and driving traffic & sales, but for some reason there’s always a roadblock between content creation and content amplification, resulting in missed opportunities.

Could partnerships play a role here?

That’s what we’re covering in today’s episode of Partnership Unpacked.

Welcome back to Partnership Unpacked, where I selfishly use this time to pick the brains of experts at strategic partnerships, channel programs, affiliates, influencer marketing, and relationship building… oh, and you get to learn too! Subscribe to learn how you can amplify your growth strategy – with a solid takeaway every episode from partnership experts in the industry.

I mentioned at the outset that 85% of marketers report brand visibility is the overall goal for content amplification, and according to research from LiveRamp, that brand awareness is the metric which matters most to marketers.

And yet, 75% of those same respondents said they’re not spending enough time on content amplification. Lack of time being the #1 reason.

And that makes sense, doesn’t it? Once we’ve spent so much time ideating, researching, and creating a piece of content, it’s a relief to simply get it published, or see our team get it published.

But therein lies the problem. Mark Schaefer once said that, essentially, if no one sees our content, it’s worthless. We should be heavily invested in promoting and amplifying the content we’re creating, but if we’re already time-strapped, what are we supposed to do?

That’s exactly what our guest today, James Tennant, is going to talk to us about.

Partnership Unpacked host Mike Allton talked to James Tennant about:

♉️ The strategic importance of content amplification
♉️ How to measure the ROI of content amplification
♉️ Where partnerships can further amplify content and raise awareness

Full Transcript