The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
All content for The Campaign | A Marketing Podcast by 97th Floor is the property of 97th Floor and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
Audience-First: the New Standard for Marketing Growth w/ Rachel Bascom, Head of Content Marketing @ 97th Floor
The Campaign | A Marketing Podcast by 97th Floor
33 minutes 58 seconds
2 months ago
Audience-First: the New Standard for Marketing Growth w/ Rachel Bascom, Head of Content Marketing @ 97th Floor
Most marketers think they know their audience — but they stop at surface-level demographics and wonder why their campaigns plateau. In this conversation, Rachel Bascom and Paxton Gray break down what it really means to be audience-first, why the “big research lift” mindset is holding you back, and how to turn existing knowledge into exponential results over time.
If you’ve ever felt stuck in the “research → big deck → nothing changes” loop, this episode will change how you think about audience understanding. You’ll walk away with a practical, ongoing approach to learning about your audience — and turning that knowledge into high-performing creative, content, and campaigns.
Resources:
FREE Content Consolidation Tools: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
Learn about how to create high-quality content that is audience-focused: https://97thfloor.com/articles/high-quality-content-or-ai-slop/
Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelbascom/
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Read the full article: https://97thfloor.com/articles/podcasts/audience-first-marketing-the-new-standard-for-growth
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Rachel Bascom: Rachel Bascom is the Head of Content Marketing at 97th Floor, boasting over a decade of expertise in the realm of digital marketing and a fervent dedication to crafting audience-centric content strategies. In her tenure, Rachel has been a trailblazer in the development of the content marketing department, playing an integral role in the transformative journey that positioned 97th Floor as a comprehensive, award-winning, holistic marketing agency.
Timestamps:
02:27 - What it means to truly know your audience
12:43 - The zodiac campaign breakthrough
18:22 - "It's cumulative, not cyclical"
24:17 - Start by auditing what you already have
27:35
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
