#46 | Emily Triplett Lentz | Behind the Content at Basecamp, Help Scout, and Calendly

Louder Than Words with John Bonini

This week, I sit down with a friend and and someone whose work I've long admired––Emily Triplett Lentz. Emily has one of the most prolific and legendary resumes in content marketing, working for brands like Basecamp, Help Scout, Loom, and currently, Calendly.

Things discussed in this episode:

• Community plays a crucial role in content marketing as it helps build trust and loyalty among target audiences.
• Basecamp's non-traditional approach to content, driven by strong opinions and clarity in messaging, contributed to its success and loyal following.
• Synthesizing information from various sources and incorporating different perspectives can lead to more impactful and insightful content.
• Embrace cultural conversations surrounding your brand and educate your audience to shape the narrative.
• Leverage your audience's voice to amplify your brand message.
• Content is the fuel for important campaigns and initiatives.
• Consider the unique characteristics and needs of your company when developing content strategies.

Timestamps

• (00:00) - Introduction
• (03:32) - The Impact of Content Brands
• (05:23) - The Importance of Personal Use Case
• (07:11) - Content at Basecamp: Non-traditional Approach
• (08:40) - Content at Help Scout: Investing in Community
• (11:31) - Content at Basecamp: Freedom and Input
• (13:58) - The Power of Contrarian Content
• (17:17) - Content at Basecamp: Clarity and Opinion
• (21:28) - Content at Help Scout: Learning and Growth
• (23:18) - Content as Brand
• (24:17) - Engaging and Elevating a Community
• (24:17) - Building a Passionate and Influential Customer Base
• (30:02) - Engaging in Cultural Conversations
• (36:20) - Leveraging Product Virality
• (40:16) - Strategic Content Efforts for Limited Resources

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