Ep. 33 | Content Marketing Across the Buying Journey with Ann Handley

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In this episode of the Rethink Podcast, Act-On CMO Michelle Huff talks with Ann Handley about content marketing across the customer journey.

Ann is Chief Content Officer for MarketingProfs, and author of the best-selling book Everybody Writes. She is perennially included in Top 10 lists for influencers in the marketing industry.

In their conversation, Ann and Michelle discuss the skillsets needed by today’s marketers, how content marketing can be employed across the buyer’s journey, and what advice Ann has for being a leader in your workplace.

Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.



  • MarketingProfs is a resource for marketers. What are some of the in-demand topics today?
  • What are the skillsets that today’s marketers need to have? Does that change for B2C and B2B marketers?
  • How do you think content marketing fits into B2B marketing from Brand to Demand to Expand (Customer Success)?
  • How do you use content to succinctly differentiate yourself from your competitors?
  • You’re an advocate for slow marketing. What is that? And when do you know when to slow down?
  • How did writing Content Rules and Everybody Writes make you a better marketer? Did it make you a better marketer?
  • What will we still be talking about 2 years from now: ABM, Personalization, Machine Learning/AI, Customer Success, Advocacy, Influencer, Augmented Reality?
  • How will tomorrow’s technology advances, such as predictive or machine learning, affect how we deliver content to our customers?
  • As well known as you are, we often overlook that you’ve been a leader for much of your career. Any advice you have for being a leader in marketing, or in business. And any advice you have for other women aspiring to leadership roles, starting their own companies or writing their own business books?
  • In addition to your book, Everybody Writes, do you have any book (or other) recommendations for 2017 for being better writers or being better marketers