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

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Louder Than Words with John Bonini

John Bonini

51 episodes

5 months ago

Why do certain brands and creators become your favorite while others are forgotten? Why do they seem to effortlessly garner so much more attention than everyone else? Turns out, it’s not the tactics. They’re using the same tools and doing the same things as the rest of us. So, what’s the difference? Since 2015, Louder Than Words has hosted the world’s most prolific marketers and creators to explore how they cut through the noise to build unforgettable brands. Hosted by John Bonini.

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

Louder Than Words with John Bonini

47 minutes

1 year ago

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

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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