How to leverage creative marketing throughout the funnel

In the recent episode of Oana's Game Changers series, she invited a special, Nolan McCoy, the mastermind behind the video and creative content at Chili Piper. The name might ring a bell, indicating a popular figure, especially renowned for his old school approach to content. His skill bank includes developing videos, audio material, and written pieces across numerous channels. McCoy ardently advocates for self-serving, freely accessible content tailored for audiences at any stage of the funnel. He steers Chili Piper’s content strategy towards becoming the first and foremost choice for customers when they're in need of the services. This strategy primarily revolves around user-centric, educational content as well as employing artificial intelligence in content development, thus providing customers the autonomy to choose their preferred style of content consumption. Their main platform for hosting video content is YouTube, harnessing the power of Google's sophisticated algorithms to skyrocket their visibility among viewers. Although artificial intelligence seems futuristic and somewhat intimidating, McCoy sees it as a tool to achieve marketing goals rather than a professional threat. He rallies marketers to learn and tap into AI's immense potential benefits. The conversation gravitated toward an intriguing subject, the use of artificial intelligence in marketing, and in particular, video content generation. Not only does AI enhance current job roles, but it also revolutionizes various industries. It streamlines processes, like video creation, thereby increasing productivity, with platforms like Descript being prime examples. A crucial aspect highlighted in their chat was the significance of storytelling in content creation, regardless of the medium. McCoy couldn't stress enough the imperative need for content creators to undertake storytelling courses to hone their skills and deliver compelling narratives. The discussion did not stop there. As avid webinar listeners know, webinars serve as potent marketing tools, driving brand awareness, and providing valuable content to audiences. McCoy passionately discussed the merits of these audio files, extending to their followers an invitation to further discussions at a networking hub. The conversation's climax was when McCoy unveiled his 'marketing superpower'— distilling stories into creative and useful content. This particularly resonates in the often staid B2B marketing sector, a testament to his remarkable ingenuity. And with that powerful remark, the session concluded, leaving behind a plethora of marketing insights and strategies.