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The Headless Marketing Show

modern marketing technologies and methods

Welcome to the headless marketing show - a podcast all about digital marketing and e-commerce with a focus on emerging marketing technologies and methods.In each episode we talk to marketing leaders as they outline their
Latest Episode8/19/2021

Finding synergy between development and marketing

Season 1, Ep. 9
Today I am excited to introduce Camille Trent, she is the Head of Content at Dooly. Dooly is a sales enablement tool and they market themselves as the fastest way to update Salesforce, take sales notes, and easily manage deals. They aim to help salespeople save 5+ hours of gruntwork/week. Dooly has adopted a headless CMS to manage their content on both their application and their marketing website. In this case, they have chosen Contentful.Today we’ll talk to Camille about what her life is like as a content marketer using a headless CMS and get her opinions on the pros and cons of that kind of architecture. She also talks about the importance of using no-code tools to help her marketing team publish landing pages and non-SEO pages for their campaigns and whenever they need to quickly spin up a new experience.The big question I had for Camille revolves around how the marketing world and developer worlds can become better connected. She had a number of great ideas on how marketing can adopt better tools and run more like an engineering team and or use no-code tools for their testing and experimentation. Camille also talked a lot about empathy and developing a culture of enablement. Creating a workflow where the marketing team is able to work with tools and a process that allows them to be successful while also enabling the development team to use their tools and processes to be successful as well. Both departments ultimately want to see the company succeed and grow and both teams want to do their best work. Allowing that to happen requires finding synergy between marketing and development.Enjoy the show!
8/19/2021

Finding synergy between development and marketing

Season 1, Ep. 9
Today I am excited to introduce Camille Trent, she is the Head of Content at Dooly. Dooly is a sales enablement tool and they market themselves as the fastest way to update Salesforce, take sales notes, and easily manage deals. They aim to help salespeople save 5+ hours of gruntwork/week. Dooly has adopted a headless CMS to manage their content on both their application and their marketing website. In this case, they have chosen Contentful.Today we’ll talk to Camille about what her life is like as a content marketer using a headless CMS and get her opinions on the pros and cons of that kind of architecture. She also talks about the importance of using no-code tools to help her marketing team publish landing pages and non-SEO pages for their campaigns and whenever they need to quickly spin up a new experience.The big question I had for Camille revolves around how the marketing world and developer worlds can become better connected. She had a number of great ideas on how marketing can adopt better tools and run more like an engineering team and or use no-code tools for their testing and experimentation. Camille also talked a lot about empathy and developing a culture of enablement. Creating a workflow where the marketing team is able to work with tools and a process that allows them to be successful while also enabling the development team to use their tools and processes to be successful as well. Both departments ultimately want to see the company succeed and grow and both teams want to do their best work. Allowing that to happen requires finding synergy between marketing and development.Enjoy the show!
8/4/2021

Life On A Single Person Marketing Team

Season 1, Ep. 8
Today we have Brian Zolot on the show. Brain is the first marketing hire at a young growing company - Rox Box Containers - he is the Marketing and Media Director. I think a lot of companies have a single person marketing team or a no-person marketing team where they are perhaps managing the marketing side of the company as an owner or through sales. Speaking with Brian was really insightful on how to manage marketing when you have limited resources.From standing up and managing a website, generating blog content for SEO or managing your social media profiles, marketing covers a wide scope and in general requires labor, oftentimes lots of labor. If you are a one-person marketing team that means you really have to stay focused on what is important. Brain talks about needing to get everything done versus only working on his favorite parts of marketing and being willing to finish something, like his website or videography projects at good enough instead of chasing perfection and potentially wasting time for little gain.Like any marketing team he has his struggles with the balance of quality content versus the quantity of content produced and because he is a marketing team of one he has to deal with technical issues on his website and advertising software and video editing suite and on and on.We talk a bit about having to learn on the fly and approach marketing with a trial and error mentality and Brian has some great commentary on how to learn, where to find information and help and how to structure and prioritize your marketing efforts when resources are scarce. I think a lot of people will find this episode relatable. Let’s bring brian in and start the show!
7/27/2021

No-Code, Low Code and the Future of Content Management

Season 1, Ep. 7
Today on the show we have Victor Coisne the VP of Marketing at Strapi CMS. Strapi is an open-source headless CMS that we’ve used a number of times here at WebriQ. Today Victor and I talk all about the rise of no-code/low-code tools for the marketing worldNo-code is immensely popular right now. Tools like Webflow, Squarespace, Wix, and on and on. It seems every week there’s a new drag and drop editor available on the market. But for all the popularity many companies end up using better tools like a CMS or Content Management System because of the benefits they provide.We sat down to discuss what no-code and low-code look like for marketers today and to measure their pros and cons and discuss why plenty of marketing teams opt for a CMS. Victor had some great insight on why a headless CMS may be a great middle-ground for marketing teams capable of using a low-code tool while also needing the benefits that headless cms can provide.If you have been thinking about how to manage your digital experiences and considering a no-code tool versus WordPress or thinking about adding a grouping of plugins to WordPress to make it as no-code as possible Victor has some great commentary I am sure you’ll find valuable. If you find yourself dealing with some of the limitations of no-code tools or the problems of making WordPress as no-code as possible you may be interested in Low-Code and Headless CMS and Victor provides a great introduction.As always be sure to check the show notes for more links and information. Enjoy the show!Show NotesStrapi CMSStrapi is the leading open-source Headless CMS. Strapi gives developers the freedom to use their favorite tools and frameworks while helping editors easily manage their content and distribute it anywhere. The company is based in Paris and San Francisco. To learn more, visit https://strapi.io/Victor Coisnehttps://www.linkedin.com/in/victorcoisne/No-Code vs Low-CodeA no-code platform is a programming platform that uses a visual development interface to enable non-technical users to build applications by dragging and dropping software applications to create a full app. Users don't need any previous coding experience to build applications using no-code.It's key to differentiate between low-code and no-code platforms. Low-code platforms are most often used by individuals with some coding knowledge to achieve a lot more customization and really build what is mission-critical. No-code tools are more limited but easier to use whereas low-code are much more capable of delivering exactly what the business needs it just takes a bit more technical understanding to achieve.I grabbed a few articles on this subject to help connect a few dots and provide more details on the nature of what we discuss during the show.https://www.cmswire.com/digital-marketing/how-no-code-and-low-code-can-help-budget-strapped-marketing-departments/https://pinver.medium.com/decoding-the-no-code-low-code-startup-universe-and-its-players-4b5e0221d58bTechnical DebtTechnical debt (also known as design debt or code debt, but can be also related to other technical endeavors) is a concept in software development that reflects the implied cost of additional rework caused by choosing an easy (limited) solution now instead of using a better approach that would take longer.https://www.coherence.digital/en-us/articles/what-technical-debt-and-why-does-it-kill-your-marketing-agilityHeadless CMSA headless CMS has no presentation layer and makes content available through APIs. With a headless CMS, the task of the content presentation is performed by an external client consuming APIs exposed by headless CMS.https://www.webriq.com/monolithic-cms-versus-headless-cmshttps://www.webriq.com/headless-content-management-systems-are-risingWe’ve had an entire episode on the topic of headless CMS already, feel free to give it a listen.https://shows.acast.com/the-headless-marketing-show/episodes/understanding-headless-cms-and-how-it-benefits-marketers
7/14/2021

Creating Great Experiences with Headless Commerce

Season 1, Ep. 6
Over the past decade, e-commerce has grown from ~4% of US retail spending to ~15%. This growth has only sped up after the advent of COVID-19, by all accounts the trendline of online sales commerce is steepening. In the not too distant future, the majority of consumer spending will take place online.The technical world of e-commerce is shifting away from monolithic systems and traditional e-commerce platforms, and into a new era of decoupled e-commerce. This new method for creating and deploying e-commerce is called headless commerce.I am really excited about this episode. We’ve had a few shows on headless content management but there is a whole other universe to headless when we talk about headless commerce. Fundamentally headless commerce is very similar to headless content management. By decoupling your commerce you can place your commerce anywhere and any way that you want. It is really about having complete control over your commerce experiences and helping give the best experiences to your customers.In today’s show, I sat down and spoke with Andrew Underwood who is the co-founder of Commerce.JS a headless commerce startup. We talk through some of the big concepts of headless commerce and the e-commerce industry at large. If you’ve never heard of headless commerce this will be a great place to get a bunch of information. If you are familiar with the headless commerce ecosystem you’ll find Andrew has a bunch of great details and insights that will be useful and intriguing as well.As always be sure to check the show notes for more links and information to help you get more information.Show NotesWhat is Headless CommerceCurrently, most of the e-commerce platform options available to businesses are monolithic (also considered traditional commerce). This means the entire system is held on a single platform. The product information catalog, design templates, database, shopping cart, and checkout process are all stuck together and a lot of your business choices have pre-ordained for you. This can be beneficial for a young webshop but, eventually, many online traditional commerce stores find themselves constrained everywhere they turn.So what is headless commerce exactly?Headless commerce decouples the presentation layer — in most cases, the template or theme — from the eCommerce platform. Another way to think of the headless approach is that all the components are modular. Meaning you gain a lot of choice and flexibility and access to the power that brings to develop better customer experiences.Here are a few links to start your research into headless commerce.https://www.webriq.com/business-case-for-headless-commercehttps://www.bloomreach.com/en/blog/2019/08/headless-commerce.html
7/2/2021

Learning About Content Modeling For Headless CMS

Season 1, Ep. 4
Today on the show we have Marcelo Lewin. Marcelo is a Headless CMS Solutions Professional and Founder of Headless Creator dot com. In his day job, he is a Senior Content Solutions Specialist at Service Titan.I had a lot of fun interviewing Marcelo - he is clearly super passionate about headless content management - so much so that he has developed a full-time side gig as an educator of all things headless CMS. I was particularly pleased with his knowledge and insight around using headless cms across the organization. Not just for marketing content. In fact, I learned a whole new concept in talking to Marcelo as he talked about microcopy and how you can use headless cms to manage content within applications.This is the big reason a lot of folks look at headless cms. You can manage all the content within the company. Applications, Landing Pages, Websites. Within the headless content management community, we call this single source of truth. You’ll hear Marcelo talk about that a few times and essentially that’s the concept he is referring to. Bringing all content together into a single content hub and having a single source of truth for your content - whether it is marketing content, customer service content, or microcopy in an app. Headless cms allow you to manage your content from one place and yet have that content be delivered to any channel you want.We also talk a lot about content modeling and basically preparing yourself to use headless cms. Marcelo has a ton of great information on organizing and preparing your content so you can create a content model so be prepared for a nice juicing podcast on how to start thinking about your content from a different perspective.As always check the show notes as I have placed a link to Marcelo’s website and other great resources on headless content management and content modeling.Show NotesInfo on Marcelo LewinHere’s a link to Marcelo website https://www.headlesscreator.com/Headless CMS StuffScratching your head as to what a headless CMS is then this is a great place to start. WTF is Headless CMS the article covers what a monolithic CMS or traditional CMS is and what a Headless CMS and why they’re different. You can also find out more information on Jamstack vs WordPress by reading this article https://www.webriq.com/time-to-drop-wordpress-and-migrate-to-jamstack lastly this is another great article to look over on why headless content management is on the rise. https://www.webriq.com/headless-content-management-systems-are-risingCurious About Content Modeling?This is a great resource for folks looking to get a good overview of content modeling and how to think through the process of modeling your content to be managed by a headless CMS. It is a multi-step guide from our preferred headless CMS at WebriQ - Sanity CMShttps://www.sanity.io/guides/content-modeling-guide-introductionhttps://www.sanity.io/guides/content-modeling-guide-whyhttps://www.sanity.io/blog/why-content-modeling-early-unlocks-valuehttps://www.sanity.io/guides/discover-your-contents-mental-modelI figure that’s enough to keep you busy for a while!!Enjoy the episode.
6/25/2021

Why User Focused Content is the Key to Modern SEO

Season 1, Ep. 3
Are you tired of hearing "content is king" yet? I don't blame you. It's been overused in marketing to the point that it has become a cliché. However, when we're talking about Google and search engine optimization (SEO), content is still king. In fact, if your website isn't updated with user-focused content for semantic search, there's no chance your ranking will be high enough to get noticed by the algorithm that determines where websites rank on SERPs (search engine results pages).In the episode of The Headless Marketing Show, I had a conversation with an SEO thought leader and the founder of Surfer - Michal Suski. Michal has developed software that is a clear leader in the space of content optimization. Simply put Surfer helps you write better content.Our conversation is mainly focused on why developing content that is focused on the user is the clear way to rank your digital experiences. User-focused content is the key to modern SEO. The days of simply stuffing keywords in your blog posts are over. Today, Google and other search engines prioritize websites that have user-friendly content that provides what the searcher is looking for. So if you're looking for a way to stay ahead of competitors and future Google changes then give this show a listen!!Show NotesIn today’s show, we discuss a few topics that I felt you would want to have additional reading material to round out the show. This will also give a go starting point to find more information on these topics.What is Semantic Search?In layman’s terms, semantic search seeks to understand natural language the way a human would. Semantic search is really about us the users and how we search and creating search results that fit our intentions and the context of what we are looking for overtime. Here’s more information to read.https://www.searchenginejournal.com/semantic-search-seo/264037/#closeWhat is a PBN? Why is it Considered Manipulation?A PBN is a network of websites used to build links (and therefore pass authority) to a single website to manipulate search engine rankings. Many SEO firms are still offering this style of service instead of user-focused experiences and content. Here’s a great article to learn more.https://searchengineland.com/private-blog-networks-great-way-get-site-penalized-286489What Are Google’s Core Web Vitals?The Core Web Vitals are essentially tied to how Google is now measuring the overall user experience of a website. In this episode with Michal, we talk about how they affect Modern SEO. Here’s an article with more context on what the Core Web Vitals are.https://www.webriq.com/core-web-vitals-2021How Do I Start SEO for My Website?As we discuss in the episode, you should really start by focusing on your user, answering questions that matter to them, and otherwise developing useful and informative content. To get a clearer picture of what you can do read the below article.https://www.webriq.com/seo-is-easier-than-you-think