Amanda is the VP of Marketing at SparkToro, an audience research platform. Along with teaching content marketing at Maven, Amanda also publishes a marketing newsletter called The Menu. She is a contributor for Adweek, an incredible chef who trained at Le Cordon Bleu, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.   We talk about: Defining product-led content and it’s growing importance Nuances in target audience How to think about distribution  Optimizing for both reach and resonance Content-specific KPIs and business impact   Where to find Amanda:  https://amandanat.com/ https://twitter.com/amandanat https://amandanat.substack.com/ https://www.linkedin.com/in/amandanat/ https://sparktoro.com/audience-research-newsletter   We discuss:  https://sparktoro.com/blog/   Where to find Patrick: https://www.linkedin.com/in/pcmoran/   — (02:39) Defining product-led content and its purpose (03:42) How product-led content has developed over the last few decades (07:20) Thinking about the different components of product led growth through the marketing lens (10:38) Content through the various journey of the customer lifecycle  (11:13) Middle and bottom funnel content specific approaches  (14:20) How content fits various growth motions in different companies  (18:45) Defining audiences and identifying sources of advocates and influences   (23:22) Writing for certain audiences and providing value    (26:30) Thinking about distribution from the very beginning   (30:54) Framework for content distribution through various platforms  (34:32) Creating for both reach and resonance  (38:00) Developing primary forms of content and structuring for various content channels and being authentic to those channels    (42:51) Looking at content marketing KPIs that signal utility and strength and tying to business metrics  (45:59) Where to find Amanda!